Category Marketing

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

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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…

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SEO testing: Shifting from reactive to proactive strategies

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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…

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

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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…

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LinkedIn now allows brands to sponsor any organic post

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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…

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A guide to the wedge marketing strategy

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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…

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The Psychology of Persuasion: Understanding Customer Behavior in Marketing

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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…

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3 underutilized Google Search Console reports for diagnosing traffic drops

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by Tom Demers for Search Engine Land As Google continues to roll out massive updates, you may be looking to diagnose drops in organic traffic. A great tool to start with here (particularly if you’re in the NeverGA4 crowd or your GA4 reports just aren’t adding up) is Google Search Console. Google’s released a surprisingly useful guide of their own on this topic with some good high-level approaches to this diagnosis. The guide does dive into some of the most obvious Search Console reports for diagnosing drops: Date-based comparisons. Search types (web, images, video, news). Average position trends. Page reports. They mention looking at…

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17 Must-Have Elements of Your B2B Content Brief

By in Content Marketing Tag

by Olesia Filipenko for MarketingProfs Despite the growing use of generative AI for the creation of marketing content, savvy marketers don't—and shouldn't—rush to fully rely on it. AI tools are great helpers. They can generate content ideas and outlines or gather sources for backlinks. But they can't craft original content with insights and added value for your B2B target audience. Instead, they provide generic (often biased) info and present false references as legitimate. In short, you need a human writer to craft B2B content. Yes, content writers can deliver poor-quality content, too. But have you ever considered that the quality of the…

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Maximizing reach on LinkedIn

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by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: I’m the Head of Marketing for a Series A startup and while we have a strong content program, I don’t think we are maximizing our reach through LinkedIn. We’ve been posting occasionally on our corporate account, but I’m looking for ideas on how to amplify our presence and set better goals to measure the impact of our efforts around LinkedIn. What’s working for others? ~LEANING INTO LINKEDINSubscribe DEAR LEANING INTO LINKEDIN: Great question! For many companies, LinkedIn can be a very effective channel. BUT, we’re all witnessing LinkedIn get noisier and…

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Is Your Video Content Fulfilling Its Goals?

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By Lauren Basiura for Marketing Insider Group Video content is like the air we breathe – it’s everywhere, and there’s no escaping it. Love it or hate it, as marketers, we’re all aboard this fast-moving train. Each video is more than just a play button. It’s a chance to captivate, connect, and convert, turning each second of screen time into a memorable experience. It’s time to embrace the chaos and create video content that leaves a lasting impression. In this article, we’re sharing everything you need to know to not only meet, but surpass your video content goals. Quick Takeaways In 2024, the…

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