A Beginner’s Guide to Ranking in Google Maps

Posted by Alex_RatynskiFor local businesses today, there are numerous different ways to market your brand online. The majority of your potential customers still use Google to find local businesses near them — businesses where they will spend their hard-earned money. In fact, 80% of searches with “local intent” result in a conversion. This begs the question: “What’s the best way to catch the attention of local searchers on Google?”  The answer: through Google Maps marketing. What is Google Maps marketing? Google Maps marketing is the process of optimizing the online presence of your brand in Google Maps, with the goal…

5 Brands That Let You Try a Product Before Buying It [What Marketers Can Learn]

Recently, I took a leap of faith, and bought leggings online. I was nervous because of the obvious: I couldn’t see the leggings in person or try them on in-store, and I wasn’t sure how the sizing worked. I didn’t want to pay for shipping and item tax without even knowing if I was going to love my purchase. During the checkout process, I kept thinking about how much I wanted to try the leggings on before I bought them, just to make sure I was making a good choice. The fear of not knowing made me hesitant to spend…

If your business has a web presence, odds are you support it with marketing tools — plural. If your marketing efforts rely solely on a single, siloed application, you’re selling yourself short. Digital marketing efforts are generally a sum of several parts — a collection of tools and resources that serve distinct purposes, complement one another, and ultimately work together to generate and convert leads. That “sum of several parts” is often referred to as a marketing tech stack. Let’s get some perspective on what that term means, which specific tools you can use to compose one of your one,…

We asked Brad Whitworth — ABC, SCMP, IABC Fellow and senior communications manager at Hitachi Vantara — about the biggest mistakes we make when it comes to internal communication. He said that one of the most common IC errors that communicators make is not customizing messages based on employees’ needs, habits and positions within the company. Here’s what he had to say:

How to Create an SEO Strategy for 2020 [Template Included]

Here’s a cliche among digital marketers: Search engine optimization (SEO) isn’t what it used to be. Here’s a true statement you don’t hear as often: Your SEO strategy for 2019 shouldn’t focus on keywords. These days, most businesses understand the basic concepts of SEO and why it’s important. However, when it comes to developing and executing a sound SEO strategy for your business, just creating content for the keywords your customers are searching for is both arduous and, well, wrong. What is an SEO? Search engine optimizers (SEOs) are people who optimize websites to help them show up higher on…

A few months ago, while I was driving to the airport, I saw a billboard for Kim Kardashian’s company, SKIMS. Then, a week or so later, I was watching Instagram stories, and I saw some influencers posting reviews for the new shapewear. The next week, while I was watching E!, “Keeping Up With the Kardashians” came on, and Kim was shown modeling for a SKIMS photoshoot. I had one of those moments where I thought “SKIMS is showing up everywhere!” That’s because the company has an integrated media planning strategy. A few months after these events, when I was shopping…

Content Expansion: From Prompt to Paragraph to Published Page – Whiteboard Friday

Posted by rjonesx.We’ve all been there. You’re the SEO on point for a project, and you’re also the one tasked with getting great content written well and quickly. And if you don’t have an expert at your disposal, great content can seem out of reach. It doesn’t have to be. In today’s Whiteboard Friday, Russ Jones arms you with the tools and processes to expand your content from prompt to paragraph to published piece. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, folks, great to be back here with you…

As marketers, we know that search engine optimization (SEO) is necessary. It helps webpages rank highly on search engine results pages (SERPs). After all, 67% of all clicks go to the first five organic search results on Google. So for traffic, SEO is a must. But have you ever considered using SEO practices for, say, informing marketing decisions? Or creating networking opportunities? Only using SEO for traffic purposes is closing the door to different ways you can use the skills you already have to inform decisions in other areas. To get an idea of the different ways to use SEO,…

Stagnant organic traffic is the last thing you want to see when reviewing metrics, but it’s an issue that every marketer deals with at some point. Those dips and plateaus in traffic can come from industry changes, how your audience digests content, the amount (and quality) of new content you’re producing, or how relevant your older content is. Sometimes, all your content needs is a little refreshing and repurposing to keep your audience interested. So to inspire your repurposing efforts, I put together some benefits and examples below. Check ’em out. Why You Should Repurpose Content One of my favorite…

Everything You Need to Know About Ecommerce Marketing

With nearly every marketing operation now taking place online, it can be tough to distinguish between the various types of digital marketing people use today. For example, take ecommerce marketing — what is it and how does it compare to practices like social media, content, search engine, and email marketing? Ecommerce marketing and digital marketing are not mutually exclusive. Ecommerce websites can use all of the above digital channels to promote a product and grow their business. This ecommerce marketing guide will explore all of the digital media available today. Ecommerce marketers can use social media, digital content, search engines,…