While many internet marketing tactics are fairly obvious — SEO (search engine optimization), SEM (search engine marketing), content marketing, social media, etc. — they are not necessarily right for your business or organization. What tactics to use should be decided by understanding the audience you are trying to reach and where they are online. An internet marketing strategy creates a plan of action based on your business objectives and audience to make the most effective use of your budget and resources. [Read more…] about The Need for an Internet Marketing Strategy
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Wishy-washy marketers may try to tell you that Social Media ROI doesn’t matter, or that it’s about the conversation, or some quirky statement asking how you measure a phone call. But ROI of any marketing does matter, especially to decision makers (whether your boss or your client). People want and need to know how well any particular marketing tactic is working, so they can make decisions about what to improve and on what to spend money. Nichole Kelly has a great article over on Social Media Explorer about how to apply ROI to social media:
So how do we fix it? We’re going to have to accept our reality that we need to be able to tie social media to an impact on customer acquisition. Sure you can tout customer service savings and other types of cost based results, but you’re going to have to bring a huge volume of conversations for that savings to really mean something to the leadership team. But the minute you start generating leads and adding new customers with a reasonable volume at at a reasonable cost, ears start to perk up. — Social Media ROI is Nothing But A Numbers Game by Nichole Kelly
Throughout the years, the Big G (that’s what I like to call our Google overlords) has been implementing a ton of updates for its search engine’s algorithm. All these changes have been mostly understandable because in the end, Google wants to provide the best possible search results to its users.
It didn’t help that a lot of unscrupulous “SEO experts” in the past have been looking for ways to game the system, so a lot of link building tactics we used to implement are now worthless as Google has become a lot stricter with what it considers spammy and exploitative techniques.
For 2014, I’ve put together my 10 surefire link building strategies that I believe Google will continue to respect and reward for the rest of the year. [Read more…] about Top 10 Ways to Build Lasting Links in 2014