Last week I experienced the worst five days I’ve had in a while. My rescue dog Lexie ran away for the second time in seven months. Her first escape occurred during the winter and only lasted 24 hours as she made her way back to my house cold and hungry—no doubt unable to forage for food in the snow. This time around the warmer weather allowed for an extended adventure, much to my chagrin. Initially hopeful that she would return on her own, my faith began to dwindle as the days passed and she was nowhere to be seen.… Read the rest
You can increase the organic search click-thru rate of your e-commerce site by up to 30% with relatively little extra effort. Nope, that’s not just a fairy tale, a dream you had once or a sales pitch. And it’s easier than you may think. It comes down to one word: microdata.
Case studies from retail firms around the world have documented up to 30% increases in organic traffic just from adding a few lines of extra HTML code to their sites.… Read the rest
Help Your Clients Understand You Better
As a digital marketer, how can you create value from something that a client or potential client doesn’t understand? Simplify. I’m constantly on a mission to learn and understand, and have found that the best way to do a job—any job—is to help your clients understand you. As an account coordinator I must be as knowledgeable as my team and as curious as our customer.
It is important to understand both sides in order to efficiently communicate how we can make a difference.… Read the rest
While I usually welcome Google’s AdWords updates with open arms, its most recent change had me a little worried. For highly regulated industries like education, finance and insurance, compliance is one of the biggest hurdles we have to face in online marketing. Ads, keywords and copy often must go through an extensive approval process, so having Google dynamically insert something into your ads could get you into a lot of trouble if you’re in education or a similarly monitored industry.… Read the rest
“The ending is everything.”
–Robert Greene, The 48 Laws of Power
Following Greene’s Law 29, “Plan all the way to the end,” should come naturally to marketers. We all are familiar with marketing plans and setting goals, especially in the post-recession world, where tracking and revenue-generation reign supreme. Today the fundamental questions smart people ask about any act of marketing tend to be: What is the goal? and What’s the return on this investment?… Read the rest