Tag Archives: Search engine optimization

This Week In Market Research: 6/15/15/ – 6/19/15

Big Data Was The Beginning: What Comes Next?

6 Ways To Get More From Data Science 

Individualized Marketing: Myths vs. Reality

Marketing Has A Marketing Problem: 5 Changes marketers need to understand

Big Data Today: High hopes, but short on returns

Why Every Flight You Take Is Obsessively Monitored: From weather to parts to flight plans

Building A Self-Sustaining User Base: How to do it without a marketing base

When Email Marketing Goes Awry: You need your emails to get read

Beyond The Basics: User experience and how it is at the core of every organization

How To Listen On Social: 6 Powerful things you can do

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

This Week in Market Research: 6/8/15 – 6/12/15

Big Data Success Stories: From Carnival Cruises to Dickey’s BBQ

Why Social Media Insights Are A Gold Mine: Content must speak directly to what your audience cares about

4 Areas TO Focus On For Shopper Marketing in 2015

Why Big Data Matters In Finance: Helping average Joe investors make money

Snagging The Best Data Talent: How to find the right candidates

What Is Content Marketing? The mercantile version of thought leadership

The Fast Track To Optimizing User Experience And Visibility: Making it intuitive 

Can Social Media Provide Better Insights Than Traditional Market Research? 4 ways that it can

Mobile Biometrics: The industry may grow to $36.4 billion by 202

This Company Followed The Same Marketing Strategy As Amazon And Apple: See how Dice beat the odds  

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.


Using Key Insights to Optimize Your Marketing Campaign

Today, marketing optimization can be overwhelming. Marketers
have to design a strategy and hit their lead gen goal, let alone optimize
everything. As a marketer, it is important to focus your optimization efforts
on the elements of your inbound strategy that will have the greatest impact.
Here are six ways you can optimize to impact on your bottom line.
Landing Pages
Through your landing pages, you gather lead information so
you can to market to them using personalized emails and web content. They
are a key part of an effective inbound marketing strategy, and even small
conversion improvements can impact the bottom line. In addition to
the prospects and leads, repeat visitors will also come to your landing
page, so optimizing landing pages will ensure that they engage with the
In order to begin uncovering opportunities for better
optimization, ask yourself questions like: Can someone look at your landing
page and after five seconds know what the offer is, why you’re offering it, and
why it’s valuable? Do you have an attention grabbing headline? Do you have a
relevant image? Is your copy clear and compelling?

Conversion Path
The conversion path is the series of clicks that a visitor goes
through on your website, from their first interaction with what you are trying
to accomplish. It is very important to understand how all of your pages work
together. Ask yourself: Which ones generate the most leads? Which ones are
preventing your prospects from advancing?
The website is your primary online presence as all marketing
channels, including PPC, SEO, and social media will all point back to
the website. This is where you control the conversation about what makes your
products unique, so optimizing your landing pages and conversion path is
crucial to the success of your marketing campaign. Map out your site’s possible
conversion paths. Then, look at the conversion metrics as visitors progress
through these pages to see if any are over or under-performing.

Value Proposition
Your value proposition should power the messaging on every
marketing channel. It should state why someone would make a purchase from your
company among the others that do similar things. Online, the value proposition
is the first sentence that your visitor will scan. It’s important that with
just one sentence, you can address why your company, products, and services are
Begin with defining your value proposition by asking
yourself: Does everyone in your company agree with your one-sentence
differentiator? Next, look at your competitors. How do your claims measure up
against your competition? Once you have internal buy-in, run a test with
different versions of your value proposition explanation on a high-traffic
landing page. When you ask people that know nothing about your company, could
they explain what value your company gives?
Your marketing content is made up of the words that populate
your campaigns. But your content encompasses more than just the copy — it’s
also the layout, the topics, the publishing strategy, etc. Great inbound
marketing campaigns begin with great content — you’ll use this content to
attract and convert customers, pulling people into your website, blog, and
other online resources. The  language you
use is the thread that ties all your channels together.
For online content optimization, you need to look at not
only your copy, but your keyword strategy, topic selection, internal
linking, SEO, etc. You need to understand not only what you’re writing, but
also why you’re writing it, how to write it, where to add links and sharing
buttons, and where to publish and promote it.
Your homepage is an ambassador for your brand. The homepage
is a company’s most frequently-viewed digital asset. Optimizers need to pay
attention to the design of and content on the homepage. In contrast with single
purpose landing pages, company homepages are hard to design for one focused
conversion goal.
Homepages are often burdened with the demands of multiple
departments, which can make them hard to streamline. Step one in homepage
optimization is to hone your messaging. Narrow down your goals to one target
business outcome per web page. The purpose of a website is not to make your
business units happy; it’s to accomplish your goals by addressing the
customer’s concerns.
Email marketing plays a role in your lead nurturing
efforts. Your email list is your most engaged audience -  the people who have opted to hear more from
you. Email optimization is vital to converting your leads, and involves
thinking about every aspect of your email campaigns, from headlines and design,
and when you send your messages.
So to begin your optimization, start with a well-optimized
list. When you design your email campaigns, it’s imperative to think from the
prospect’s viewpoint. At the end of every template is a person who is going to
get intrigued by your headline and open your message. Because your database
includes people at different stages of the buying cycle, you must segment your
list to align your content with your prospective buyers’ needs.
Optimization is one of the best ways to assess the success
of your marketing efforts. By developing an optimization culture in your
organization, you will develop a better understanding of your audience, better
position your products and better execute your campaigns.
Want to learn more about the business impact of marketing
insights? TMRE (The Market Research Event)
is like attending seven events in one. TMRE will give you new skills to add to
your departments like strategic decision making and insight integration. 

Free Webinar ‘ These Insidious SEO Myths Are Costing You Money

Here’s an SEO webinar from one of our sister events Performance Marketing Expo that I thought our community 2.0 readers would be interested in. Stephan Spencer, VP, SEO Strategies for Covario and PME speaker, will be presenting an hour long web seminar on Thursday August, 5th from 2-3pm EDT.

Here’s a quick recap of what the webinar is all about:

Myths are prevalent in the SEO industry, in part because someone’s job or reputation is tied up with a myth that may have been at one point true. It’s time to squash these persistent pesky myths. The misinformation and disinformation are doing everyone and the industry as a whole a disservice. Join SEO expert Stephan Spencer as we crank through a collection of the most costly myths and put them to rest once-and-for-all. The mythology Stephan will address spans everything from SEO automation to meta tags, keyword density, Flash, forms, CSS, ‘free’ traffic, and much more!

Register below for the webinar, hope to ‘see’ you there!