If you’ve only used keywords to understand how to market your product, you’re not tapping its potential. Lists of keywords tell us what people want. They don’t tell us why. Boredom, fatigue, illness and hunger ... people buy for a reason. Maybe you think of these ideas willy nilly as you type, but how can you engineer them without fail? With the FCB Grid. Also called the Vaughn Grid, it’s a tool that was designed by the Senior Vice President of Foote, Cone and Belding way back in 1980. Since then FCB has grown to a more than $9 billion dollar company with clients like Cox Communications, Seaworld, AmTrak and Air New Zealand; they’re responsible for the Lord of the Rings on-board air safety video, and the Bilbo Baggins luggage carousel. To understand the FCB grid, I spoke with creative director Bruce Bendinger, who is the author of the Copy Workshop Workbook, and who has introduced concepts to students of copywriting and marketing the world over.
Competitor analysis is a vital part of marketing. Whether it‘s organic or inorganic, digital marketing channels play a key role in boosting conversions and ROI. A successful marketing strategy is based on analyzing the customer behavior, doing extensive competitor analysis, channelizing market segmentation and carrying out sales forecasting. Without competitor analysis, a business might not understand which channels it should target and what strategy it might plan in order to generate the maximum conversions. With the new year promising tremendous growth in terms of investment in digital channels, let‘s find out the 5 awesome strategies that every digital marketer must perform in order to get ahead of their competitors and generate more business for their clients.
As more marketing dollars shift from offline efforts to online, the need for skilled search marketers is increasing. And as the demand for Internet marketers rises, the job responsibilities will continue to evolve. While in the past high rankings and a strong PPC impression share might have been enough to deem a search marketing campaign successful, as online becomes a larger share of a company’s market, traditional methods are no longer good enough. According to a recent survey conducted by SurveyMonkey on the ridesharing industry, Uber, the ride-hailing company everyone loves, has the highest brand awareness when compared to any of its ridesharing competitors. And according to the results, this translates into lots of customers and high conversions. It’s safe to say that Uber’s marketing team is doing a enviable job at scaling awareness of their product all over the world, and they truly seem unstoppable. However, there is one marketing channel that has some potential for improvement: search. As anyone that who regularly follows the news knows, Uber has faced some pretty significant legal challenges, including a couple of drivers who have allegedly committed violent crimes against customers. Uber, understandably, may not want to address some of these concerns in their search snippets. But unanswered negative perceptions about their company could be costing them clicks; especially when some of the negative news is right on the search page.
As a young marketer navigating the digital landscape, I love frameworks. Not only do they help me plan and prioritize, but they help me visualize how everything I’m working on fits together. No, I won’t be talking about (and I’m looking at you, classically trained marketers) the 4Ps, Porter’s 5 forces, or SWOT analyses. Sure, those frameworks have their place, but they don’t provide much direction for startups looking to focus their energy on growth. Plus, they’re getting pretty old. The frameworks below were developed by modern marketing gurus. Together, they’ll help you make a growth strategy, select traction channels, and influence your customers’ behavior.
Hanapin Marketing and Semrush have teamed up to create The Complete PPC Analytics Toolkit! This free download contains three Excel spreadsheets, three whitepapers and two webinar recordings, all designed to help optimize your PPC accounts. Use these tools and resources to extract high value data and build more efficient campaigns.
With Google coming out with its new international targeting feature, I’ve seen more poorly implemented Hreflang annotations than good ones. These 5 easy steps will help you avoid mishaps and implement Hreflang tags correctly across your multilingual website.
