Category Marketing

A Complete Guide to Successful Brand Positioning

By in Marketing Tag

by Sujan Patel for HubSpot If you scrape your knee, do you ask for a bandage or a Band-Aid? Successful companies like Band-Aid have one important thing in common: a strong brand positioning strategy. In fact, their brand names have become generic terms for all similar products in their niche. A strong brand positioning strategy is an absolute must for all businesses striving for success — and the proof is in the numbers. Brands that are consistently presented see an average revenue increase of 10-20%, and successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity that sets you…

Read More

Ensuring quality in your SEO services: A checklist

By in Marketing Tag

by Sara Taher for Search Engine Land As an agency, consultant or in-house provider, delivering quality is a top priority. But what exactly defines a “quality” SEO service? Is it solely about achieving results? Or are there other important factors to consider? This checklist outlines key elements to assess and improve the quality of your SEO services.  Does price impact your service quality? No, price is not part of how customers would view the quality of your service. However, it can impact their expectations and their perception of the service value.  Did you know that popular methods for measuring service quality, like SERVQUAL,…

Read More

Bulk product optimization: Tips and tools for ecommerce SEO

By in Marketing Tag

by Rachel Fredrickson (Howe) for Search Engine Land Do you work on an enterprise ecommerce site? If so, chances are you have to optimize massive amounts of product pages using a product information management (PIM) system.  This article covers a step-by-step bulk product optimization process for SEO, highlighting some Excel formulas and third-party tools, including ChatGPT and Grammarly, to help make the process go faster for title tags, meta descriptions and product copy optimization. Managing and optimizing your ecommerce product data I’ll use some dummy PIM data as an example of my process. Depending on what you use to house your…

Read More

10 ChatGPT prompts for digital marketers

By in Artificial Intelligence and Machine Learning, Marketing Tag ,

by Digital Marketing Depot  for Seach Engine Land This guide offers a curated collection of prompts tailored to various marketing roles, from social media to SEO. Learn best practices for interacting with AI and discover how to effectively leverage tools like ChatGPT to boost productivity, creativity, and strategic thinking. Each prompt comes with a detailed explanation and practical example, making it easy to apply AI to your everyday marketing tasks and challenges. Whether you’re looking to craft engaging content, analyze data, or manage potential crises, this guide will help you harness the potential of AI to take your marketing efforts…

Read More

Exploring Meridian, Google’s new open-source marketing mix model

By in Marketing Tag

by Benjamin Wenner  for Search Engine Land Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools.  This article explores Meridian’s key features, capabilities and limitations, comparing it with Meta’s MMM called Robyn. It delves into how Meridian leverages advanced techniques like hierarchical geo-level modeling, Bayesian methods and scenario analysis to offer actionable insights for cross-channel budget optimization and marketing strategy development. Understanding marketing mix models The marketing mix model empowers marketers to analyze how various marketing strategies influence sales and forecast future results. In essence, MMMs split the…

Read More

SEO testing: Shifting from reactive to proactive strategies

By in Marketing Tag

by Stephanie Wallace for Search Engine Land A/B testing for SEO is different than typical UX/CRO testing. Despite how quickly search evolves and best practices change, some changes must be tested before rolling out. Testing can help justify further investment or help prevent a potentially negative impact.  Why we need to test SEO strategies  Testing and proving a strategy is more important than ever as companies are looking really closely at the ROI of marketing in general and especially SEO. Decision-makers are looking for ways to justify their spend. When it comes to SEO, ROI is fairly ambiguous.  Whether we’re trying to forecast…

Read More

How to identify and rank for ‘hidden gems’ in SEO

By in Marketing Tag

by Adam Tanguay for Search Engine Land The rollout of Search Generative Experience (SGE) will change Google SERPs – that’s pretty much indisputable. Whether AI will dominate the SERPs altogether is up for debate.  If you’re reading a few strategically placed Google hints, you know there’s an alternative that makes it clear Google will still respect first-party perspectives and E-E-A-T-rich content. I’m talking about “hidden gems.” This article examines what hidden gems are, how we know Google’s committed to them as part of their future SERP strategy and your options for filling the SERPs with hidden gems that build positive exposure for your…

Read More

LinkedIn now allows brands to sponsor any organic post

By in Marketing Tag

by Nicola Agius for Search Engine Land LinkedIn is now allowing businesses to promote content from any user on the app, not just their own employees, expanding its Thought Leader ads into a form of branded content promotion. Previously, brands could use Thought Leader ads to turn posts from verified employees into promotions. Now, businesses have the option to promote posts from non-employees too. Why we care. Sharing insights and experiences from people not on your payroll could help enhance your brand’s reputation, credibility and trustworthiness, potentially leading to more conversions. How it works. A brand can set up a Thought Leader…

Read More

A guide to the wedge marketing strategy

By in Marketing Tag

by MKT1 Newsletter It’s time to get specific. Broad and horizontal approaches to marketing no longer work. Maybe they never really did?! With modern martech (AI, automation, no code tools), your audience now expects personalized, high-value marketing that feels custom built for them. Meaning, early-stage marketing strategies that don’t focus on an acute pain for a specific audience segment will definitely fall flat in 2024. Given this, we recommend using a wedge marketing approach in the early days, and expanding from this initial niche over time—whether you have a horizontal or vertical product. This newsletter breaks down: 🧀 How to…

Read More

The Psychology of Persuasion: Understanding Customer Behavior in Marketing

By in Marketing Tag

by Sam Bowman for MarketingProfs The entire study of customer behavior is dedicated to examining the factors and motives that form purchase decisions, as well as the emotional, mental, and behavioral responses and influences these decisions have. Customers are motivated by factors such as economics and finances, perception and market pressures, and their attitudes and beliefs—all while making a single purchasing decision. Considering the various factors affecting a purchasing decision, understanding how to directly influence customer behavior is a marketing priority. Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a…

Read More