Ginny Marvin says, “Twitter has finally hopped aboard the universal tracking tag wagon. It’s been in the works for some time, and now the universal website tag is available to all advertisers. Now, instead of having to add a separate code to track each conversion event and build separate tailored audiences, advertisers just need to apply the one tag to the global header in their websites. (There is one exception: if you’re tracking an event that doesn’t result in a new web page loading after completion, then you’ll still use the singe event website tag.) Once the tag is in place,... [...]

Matthew Kelleher says, “Buried deep in newspaper reports and press releases about 2015 figures and a pessimistic outlook for retail chain Next this Easter weekend was some fundamental news. “Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated. Catalogues on the wane? It’s not the shift from offline to digital that is the stand out issue here, which remains a constant now as it has done for many years (although the shift in buying patterns... [...]

Richard Simms says, “Requests for proposals, or RFPs, are a B2B business fact of life, especially in an age of procurement-department expansion, tight budgets, and fierce competition for B2B service contracts. Though some people may feel the urge to run for the hills when a new RFP hits their inbox, I’ve come to appreciate the value of the RFP process—both the issuing of RFPs and responding to them—because RFPs have been a huge part of my livelihood for the past 15 years at my company. The RFP process is necessary for finding suppliers that will best serve your business goals. Going... [...]

Genia Stevens says, “Anyone familiar with the story of David and Goliath knows David didn’t need to be big to win the battle; the creative thought he put into the battle is what did it for him. Well, that and luck. Small business owners who lack deep pockets are forced to rely mostly on the strength of their marketing strategy and creativity. Excellent execution of a well-planned, strategic and creative marketing campaign can yield great results. Here are five creative and successful marketing campaigns employed by small business owners. Related Article: Text Savvy: How to Build an... [...]

Chuck Kohn says, “As your company evolves, you may find that the website you began your business with no longer accurately reflects your vision or your products and services. In this instance, a re-skin — otherwise known as changes to the layout, visual appearance, and/or other elements — can help you preserve the aspects of your website that are still relevant, while expanding on or updating those that are not. Like any design process, re-skinning can be time-consuming, and a successful result depends on strategic implementation. If you are deciding whether or not to re-skin... [...]

Winston Burton says, “Over the years, the Search Engine Result Pages (SERPs) have changed a lot. Features like news, images, videos and the Knowledge Graph have impacted the display, sorting and order of SERPs, dramatically impacting organic listings. Recently, Google decided that paid search ads will no longer appear on the right-hand side of search results for desktop users globally, and up to four paid search results will appear at the top of the page (up from a maximum of three previously). Paid search ads that fall below the fourth rank will appear at the bottom of the page, which has... [...]

Patricio Robles says, “On Tuesday, Instagram announced it is increasing the maximum length of videos on its service to 60 seconds. Until now, videos have been capped at 15 seconds. Here’s what brands need to know about the change. It demonstrates the importance of video to Instagram According to Instagram, “in the last six months, the time people spent watching video increased by more than 40 percent.” While Instagram’s popularity can be traced to its origin as a social photo sharing app with a set of slick filters, the now Facebook-owned app has fast become one of... [...]

David Rynne says, “As a sales professional, I hate it when I see other salespeople doing things that give the profession a bad name. Recently, I was on the receiving end of a sales strategy so bad I felt compelled to write a blog post about it to warn other sales reps — don’t do this! The sales rep, PK (his name has been changed), works at an IT consulting and tech services company. I work for a tech company in Business Development and have nothing to do with the services he is offering, nor am I the decision maker. Yet, PK visited my LinkedIn profile one day and decided to shoot... [...]

Lindsay Kolowich says, “Let’s get right down to it: The key to successful SEO is concentrating on long-tail keywords. Although these keywords get less traffic than more generic terms, they’re associated with more qualified traffic and users that are typically further down their path of intent. The good news is that choosing the right long-tail keywords for your website pages is actually a fairly simple process — one that’s made all the more simple and quick when you use the right tools to perform your keyword research. In this post, we’ll cover the nine best... [...]

Olivia Dello Buono says, “Minimalism is all the rage these days. Just ask Marie Kondo, whose fresh and unabashed guide to home organization, The Life Changing Magic of Tidying Up, has become a #1 New York Times Bestseller and amassed a cult-like following. Rather than give a laundry list of items to throw away, she encourages us to focus on what we want to keep. The things that bring us joy. And while the famous decluttering guru might be referring to the home, her tips can easily be applied to something seemingly unrelated: your email list. A healthy list is non-negotiable. A healthy, well-maintained... [...]