Marketing Strategy Posts from the Internet Marketing Blog

B2B SEO: 4 Kinds of Keywords that Speak to Business Customers

As we've said many times before, the types of keywords you should use in your SEO copywriting depend on your industry and your goals. They also depend on your customers, which is why it's so important to know who your customers are before you start writing your site. What are their demographics? (Age? Gender? Income/educational level? Location?) Are they one-time or repeat buyers? Similarly, if you're targeting business customers rather than individual consumers, your keyword choices will need to reflect that.

B2B (or business-to-business) keywords typically have lower search volume than consumer keywords, and you'll need to delve into the long tail. (Your own analytics are your best source for high-converting keywords.) The below keyword types are particularly applicable in the B2B space.... > Read more

January 05, 2011     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 3

The Sky is Falling: A New To-Do List in the Wake of Google Instant

When I was in college (not so long ago), I had quite the morning routine. Most important to the routine, I never scheduled a class before 11:15 AM. Of course, this gave me time to sleep in, eat breakfast, and do any last-minute studying. Yes, my schedule was set and my daily to-dos were outlined. Eventually though, it all has to come crashing down.

Real life came faster than expected and I had a job. Quick lesson for any of our college readers: Most jobs start at 8 or 9 AM. Thus, my morning routine was ruined. Worst of all, no more breakfast -- goodbye eggs, goodbye bacon, and goodbye pancakes. The first few weeks were a struggle, but eventually came the day when I found Instant Breakfast, a breakfast drink that provides the nutrients I need in the morning. This changed everything. Breakfa... > Read more

September 20, 2010     |   Posted In: Marketing Strategy   |   Comments: 0

Save 10% on SMX East!

Summer is winding down, and I’ll miss the warm sun, lazy beach days and endless BBQs. However fall is right around the corner and is sure to bring crisp air, pumpkin coffee, football season … and conferences! That’s right; it’ll soon be time to decide which shows to attend, which tracks pique your interest and which industry celebrities you will stalk.

WordStream is excited to be exhibiting at SMX East in New York City this October. Whether you’re looking for in-depth workshops or networking opportunities, whether you’re a beginner or an expert, SMX East will have you covered. We’ll be there, and we hope to see you, too! So get a head start on your conference schedule, register early and save 10% with our discount code (note t... > Read more

August 09, 2010     |   Written by: jsimono   |   Posted In: Marketing Strategy   |   Comments: 0

5 Great Linkbait Sites and What You Can Learn From Them

According to Matt Cutts, linkbait is anything "interesting enough to catch people's attention." Of course, the best linkbait doesn't just catch it but keep it. These five sites are worth re-visiting; here's why they work. 1. Lifehacker Consistently named to lists of the web's best, Lifehacker (part of the Gawker Media family) is a blog of "tips and downloads for getting things done.

" Why This Works: Far from a short-lived linkbait gimmick, this is a legitimately useful website full of life improvement tips (including time management, organization, and smart repurposing) geared toward the tech-geek type. Recent popular topics include "Turn an Older iPhone Into a Prepaid Voice and Data Unit," "Rename Files Fast with the Tab Key," and "IKEA Jerker Do-It-Yourself Treadmill Desk." Because cleve... > Read more

July 28, 2010     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 2

Online Advertising: The Evolution Continues

I was struck last week by several headlines about the continuing growth of online advertising, but none more than this one: “Online Poised to Supplant Newspapers As World’s No. 2 Ad Medium.” Of course, anyone alive and paying attention this last decade shouldn’t be that surprised by the headline.

Unless they're surprised that newspapers are still #2 – they seem so yesterday. But as I considered that the online world is now 15 years old, and that search, the largest and most significant growth driver of online ad spend, is now 10 years old, it did push me to think about what this news might signify about the online advertising industry’s evolution. You see, new media platforms (like online advertising, or television before it) behave a lot like other new platforms or technologi... > Read more

June 24, 2010     |   Written by: Rob Adler   |   Posted In: Marketing Strategy   |   Comments: 2

How Personalization of Search Is Affecting Traditional Advertising

In the light of Google's recent moves toward personalization in the search results, an increasing amount of advertising campaigns are ditching the traditional "visit us at www.url.com" and replacing it with "search for: keyword/brand". At first glance this may just seem like a quirky attempt to reach a tech-savvy audience, but it actually has further implications for future search results.

  To briefly cover the personalization issue for those that aren't aware, Google, in an attempt to bring users more relevant search results, is using individual search history when ranking websites. This means that if you've visited a website previously through the search results, say www.play.com, and are searching for a relevant term, say "xbox games", www.play.com is going to get a boost in your ... > Read more

April 12, 2010     |   Posted In: Marketing Strategy   |   Comments: 0

What Is Cost Per Action Advertising?

There are several ways to conduct online advertising campaigns. You can pay search engines or other Internet publishers hosting your ads each time one of your ads is clicked, every 1,000 times the ad is seen, or every time the ad prompts a more sales-related action. The third option entails a user clicking on your ad and signing up for a free trial of a product, registering for a free download, or buying your product.

Signups and registrations generate company leads, while sales generate immediate cash in your pocket.   With this type of advertising you pay the host an agreed-upon fee for each specified type of action. For leads that can mean a set amount, while for sales that can mean a set percentage of the sale amount.   This method of online advertising is called “cost... > Read more

March 17, 2010     |   Written by: Christine Laubenstein   |   Posted In: Marketing Strategy   |   Comments: 6

Larry Kim Speaking at SearchFest 2010

Our illustrious founder and VP of product development, Larry Kim, is presenting tomorrow, March 9, at SearchFest 2010, an SEMpdx event, taking place at the Governor Hotel in Portland, Oregon. (Click here for the full agenda.) Larry will be talking about competitive intelligence: Your marketing efforts do not exist in a vacuum.

Effective competitive analysis gives you the information you need to ‘remove the blinders’ in terms of viewing your company and brands as customers do, and to highly tune your Paid Search Marketing strategies for success. This session identifies which competitive intelligence efforts enable you to determine what your competitors are doing to drive their online businesses, so that you can either emulate their PPC successes, or exploit their PPC weaknesses... > Read more

March 08, 2010     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 0

Search Marketing and the Recession

The recession forced all businesses to reconsider each and every dollar spent, and search marketing was no exception. We saw our own PPC software client, 1-800-Mattress, side-step the recession after implementing a well-organized pay-per-click campaign. However, Ken's salary survey suggested the recession lowered online marketers' income; his data showed that the average salary was down from industry surveys of the previous year.

In April of 2008, Joshua Stylman predicted that of all branches of marketing, paid search would take the smallest hit. I think he was absolutely right, and I think the trend of search dominating marketing dollars will continue. Here are five reasons why I think search marketing is just about as recession-proof as they come. 1) Paid Search Was Built with ROI in Mi... > Read more

January 21, 2010     |   Written by: Susannah Richardson   |   Posted In: Marketing Strategy   |   Comments: 1

How to Find the Unfindable: 12 Ways to Find Anyone's Personal Email Address

Give me someone's name, and I'll find their personal email address. Sure, it may take some extensive digging and sleuthing, but I'll find you eventually. And I'm not paying to root you out or buying your private info from a lead gen company (though sometimes that would be easier). This is just good old fashioned, organic searching, scanning and scouring the Internet like a Web gumshoe.

And not stopping until I ferret out that personal email.Methods:Google EmailsBusiness EmailsAdvanced Search OperatorsSocial MediaWhois LookupPeople SearchWhy is it important to obtain someone's personal email address?If you're sending out an important email that you really want to be taken seriously and improve your chances of getting an actual response, you need to go directly to the source. Sending an impo... > Read more

September 23, 2009     |   Written by: Ken Lyons   |   Posted In: Marketing Strategy   |   Comments: 13
 
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