Behind the Scenes at MozCon Virtual

Posted by Dr-PeteRe-imagining MozCon hasn’t been easy. I won’t lie — I’ll miss seeing so many of you in person, and, yes, I’ll miss the magic of the big stage. We’re working hard to make this year special, including leveling up our speakers for their remote sessions. I recently shared my own set-up on Twitter: This stirred up quite a bit of interest in our set-up and equipment list, so thanks to Cheryl on our events team for filling in the blanks for me, and thanks to our amazing A/V partners at Seamless Events for helping this all come together. Also, many thanks to our speakers…

How to Develop a Successful Marketing Mix Strategy [+ Templates]

One of the first things you’re taught in your Introduction to Marketing class is that marketing can be best explained using the marketing mix — also known as the four P’s. They are — and say ’em with me, because if you took that class, you know these four words by heart: Product Price Place Promotion One of the first things you’re taught in your first marketing internship or job, however, is that marketing entails so much more than can be simplified in a four-section marketing mix matrix. Still, there’s an undeniable benefit of marketing teams organizing their work into…

5 Email Testing Tools to Try (& What to Test on Them)

A/B testing is one of those techniques that, if you have enough volume to give you significant results, is pretty much guaranteed to generate better results from your marketing. Email marketers have known this for ages, but what drives me nuts is that they waste their time on tiny little tests — instead of tackling some of the bigger, more exciting tests that yield real insights and improvements. In fact, MarketingSherpa’s email survey found that subject lines are still the most commonly tested element in email marketing. Meaning that those few words that get your subscribers to open your emails…

The Ultimate Guide to Social Testing

As marketers, we know the importance of making data-driven decisions. The more data we know about our audience — from how many are being reached to how many engage with our content — the more we’re able to make effective marketing moves. Having the numbers to back up marketing strategy is almost as important as the strategy itself. If numbers aren’t your favorite thing to calculate, that’s not a problem (thankfully). There are so many strategies and automation tools to back up those tough marketing choices effectively — no math needed. For instance, let’s say you’re running a social media…

Thinking Beyond the Link Building “Campaign” [Case Study]

Posted by Paddy_MooganOver the years, I’ve often referred to our link building work as “campaigns”, which isn’t wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it…

As a Boston-based young professional, the biggest product I’ve had to invest in was an over-priced apartment. And this year, with apartment tours going fully virtual, I’ve found it even harder to do the extreme research needed before committing to a lease. Now, as I research apartment after apartment online, my new process feels like an intense buyer’s journey. In my research phase, I spend hours on end scouting listings, looking up addresses on Google Maps, researching neighborhoods, skimming through Yelp reviews of prospective property managers, and analyzing photos or video tours for potential problems that an unseen apartment could…

How to Create a Social Media Report [Free Template]

Social media is an undeniably powerful channel for marketing in 2020. In fact, social networks are the biggest source of inspiration for consumer purchases, with 37% of consumers finding purchase inspiration through social channels. However, if you’re using social media as a tool for organic exposure and brand awareness, rather than just a channel for paid ads, it can be difficult to track the success of your efforts. As any social media manager knows, successful implementation of a social media strategy is contingent on countless factors — and all companies prioritize different channels, metrics, and criteria for success. For example,…

What is Latent Semantic Indexing & Why Does it Matter for Your SEO Strategy?

If you’re anything like me, you probably read the title of this post and thought, “Latent semantic indexing … wait, what is that?” Latent semantic indexing (LSI, for short) can be an overwhelming and confusing term for anyone hearing it for the first time. Luckily, although it sounds like something that requires a degree in computer science, it’s actually a concept you’re already probably familiar with — particularly if you have some basic knowledge of keywords and their close relationship with search engine optimization (SEO). In this post, we’ll define LSI and how the process can potentially benefit your overall…

How to Write a Great Email Signature [+ Professional Examples]

The average office worker sends 40 emails per day. That’s 40 opportunities to market yourself and your business in those individual emails you send, every single day. A lot of people treat their email signatures like an afterthought, which makes for a real missed opportunity. Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more — either about you, about your business, or about something you’re working on. So, if you’re just putting your name and a…