Content research and curation are often the most difficult and tedious processes of content marketing, and Frase—although it’s a relatively new tool— has assisted me so much in these processes. With Frase, I can focus on actually creating the best possible content that is better than my competitors instead of spending my energy on the research process.
Alison is a free learning platform that offers free online courses on a variety of topic, digital marketing included. You can sing up via a social account or email, and learn at your own pace. The topics covered in the Alison free digital marketing courses include social media marketing, marketing management, digital marketing, and public relations.
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This, in turn, disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016). This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012). Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).
What you must be careful to avoid is spending all your time reading and thinking up new experiments and not spending enough of your time implementing and testing them. Many of these experiments will require iteration and patience, and it’ll be tempting to look around for quick wins instead. You’ll have to avoid that temptation and stick to the plan if you want to learn.
SEO (Search Engine Optimization) is a process of making a web page easy to find, crawl and categorize. It helps your customers to find out your business from among a thousand other companies. SEO is an integral part of a digital marketing strategy. It’s basically concerned with a holistic move towards driving customers to your business via online platforms. And to do that, one must ensure the website ranks higher in SERP (Search engine result page). The advent of the global economy nearly makes every business have an online presence. To achieve benchmark, your website must rank ...
Once you are familiar with all the types of internet marketing and how you can benefit from each of them, it is time to develop your internet marketing strategy, and this chapter contains steps that will guide you through this process, including building your marketing framework, taking advantage of SEM, launching social strategy, building community, increasing traffic, increasing the number of conversion, analyzing feedback, etc.
For example, let’s say you want to use Instagram as an acquisition strategy. You would go research all of the ways you can grow your Instagram and drive traffic from it, put them on a spreadsheet, rank the different ideas, then for the three that seem the best opportunities, design a small inexpensive test with a specific goal that spans over a week or two. At the end, check back and see how you did relative to your goal.