Marketing Glossary
Improving Click-Through Rate in Google Ads
Click-through rate, in general, is a ratio of clicks to impressions. So in Google Ads, an impression occurs when your ad appears on the SERP, and a click occurs when the person viewing your ad clicks on it.
WordStream has published an article featuring 12 ways to improve your click-through rate in Google Ads.
The WordStream team says, “There are a few approaches. The first is with your targeting.
1. Target the right keywords
For starters, make sure you’re targeting the right keywords. Here are three types of keyword to focus on for higher click-through rates:
- Commercial intent keywords: Commercial intent keywords are those people type in when they have intent to purchase (like “best CRM” or “stainless steel dishwasher”). Avoid informational keywords like “what is a CRM” since this will result in lower CTR and/or wasted spend.
- Branded keywords: These are another great opportunity, and not just your own brand. Target partner brands, competitor brands, or other brands your target market may searching when they’re in buying mode.
- Local keywords: Local keywords (like “san diego personal trainer”) tend to get high CTRs since local searchers often have a high commercial intent.”
Improve Content Marketing Support to Your Sales Team, September 28 [Webinar]
As our marketing has gone virtual, so must the selling. And marketers need to re-think how audience engagement can not only generate leads for our sales teams but more effectively enable them to sell in a digital world.
Content Marketing Institute is hosting a webinar ‘Improve Content Marketing Support to Your Sales Team’ on Wednesday, September 28, 2022, at 2.00 pm ET.
The CMI team says, “Mark and Kim will offer insights about what digital sales will look like in 2023 and share the selling pain points every content marketer should be thinking about when creating their content strategies in the coming year.
Join us to:
- Learn what the digital selling landscape will look like in 2023
- Discover the questions every content marketer should be asking sales
- Understand what works and what doesn’t work in a digital sales environment
- Get your questions answered — submit a question when you register, and we’ll answer as many as we can.”
Improving Twitter Ads Performance
Twitter offers targeted advertising options to make the most of your marketing investments.
Social Media Examiner contributor Anna Sonnenberg has shared some useful tactics to target competitor audiences on Twitter.
She says, “If you’ve been looking for an easy way to research competitors’ ads on Twitter, you may have come up empty-handed. Unlike many other social media platforms, Twitter doesn’t allow advertisers to browse paid content.
For example, the platform doesn’t have an ad library (like Meta) or display paid content on advertisers’ company pages (like LinkedIn). And although the Twitter Ads Transparency Center (ATC) did catalog all advertisers’ active ads at one point, the platform discontinued this tool in January 2021.
So how can you find competitors’ Twitter ads? Since you can’t search for them or browse the ads in a database, you have to spot them in one of the places Twitter typically displays paid content. In other words, your best bet is to monitor relevant ads on the Twitter timeline, in replies, and on the search page.”
Is Your Checkout Helping You Build Deeper Customer Relationships? [Report]
Industry Dive has published a new report ‘Is Your Checkout Helping You Build Deeper Customer Relationships?’ explaining how you can use the checkout pages to build customer relationships.
The ID team says, “Optimizing for mobile checkout means more than improving forms or implementing one-click checkout. Brands today must create experiences that foster personal conversation and allow customers the convenience to reorder items when they want.
Naturally, no brand wants to compromise its experience and lose profits. In this playbook, we highlight four ways to convert prospective customers when they’re at the height of consideration. The playbook covers:
- Why you need to enable checkout across SMS
- How to foster relationships via SMS
- Why you should use a phone number as a primary identifier
- How to make it easy to autocomplete the address step.”
Is Your Checkout Helping You Build Deeper Customer Relationships?
Importance of Unsubscribe in Email Marketing
Email marketing is one of the most effective forms of marketing. It helps you stay in touch with your audience and present relevant offers.
However, we should give the liberty of receiving or not receiving our emails to the people.
Read Content Marketing Institute’s latest article on why we need an unsubscribe strategy in email marketing.
If you focus only on the total subscriber count, an unsubscribe isn’t a good thing. But it’s a bad move anyway if the subscriber count is the only metric that matters. The number of subscribers alone is little more than a vanity metric. Open and click-through rates are better indicators of how subscribers use the content.”
Improve Local SEO with These Free Tools
There is a huge potential for local businesses to win from the search engines with the growth of Internet-connected mobile devices.
seoClarity contributor Aidan McClain has published an article featuring
He says, “As an SEO platform for enterprise businesses, we think the best kind of customer is an informed customer. Here’s a list of the top SEO tools, selected for multi-location businesses.
The Best Local SEO Tools for Enterprise Businesses
#1. LocalClarity
LocalClarity (that’s us!) is a review and reputation management platform that lets you interact with your customers from all of your locations in a single control panel.
This centralized view allows for incredible scale — the company supports brands with tens of thousands of locations across the globe.”
Implementing a Splintered Content Strategy
You start with some kind of topic. You then create content assets based on that topic. After creating or even using those assets, you can break them down even further. This is content splintering.
ReadWrite contributor Timothy Carter has published an article on how to implement a splintered content strategy.
He says, “Content splintering is not to be confused with content republishing or duplication. The mission isn’t to reuse the same content so much as to extract more value from the original content by finding new uses, applications, angles, and related topics. Not only does this approach help you maximize your ROI, but it also creates a tightly-correlated and highly-consistent web of content that makes both search engines and readers happy.
What You’ll Need for a Splintered Content Strategy
In order to get started with creating splintered content, you’ll need a few things:
- Keyword research. The process always begins with keyword research. First, you need to perform detailed SEO research to zero in on the keywords that specifically resonate with your target audience. This feeds your topic selection and actual content creation. (You can think of keyword research as developing a blueprint. Just like you can’t build a house without plans, you can’t implement a splintered content strategy without keyword research.)”
Improving Your Digital Ad Strategy 101
Effective digital advertising enables you to reach a wider audience and promote your products and services.
MarketingProfs contributor Rebecca Bugger has published an article explaining digital ad strategy.
She says, “As the way we interact with the world changes, so too do the ways companies advertise their products.
Online advertising is more powerful, and more complicated, than ever before. It takes a specialized approach to run a successful digital advertising campaign today, hence the need for specialized advertising agencies that focus on delivering the best results for online platforms.
Finding Your Target Audience
The first thing you must do when crafting an ad strategy is to research your target market. Research is crucial because it gives you the insight you need into prospective customers’ spending and purchasing habits.
By understanding where your market is, you can tailor your strategies to meet its needs.
Once you figure out where you are targeting your advertising and what the behaviors are of the people in that market, you must narrow your focus to a particular audience. The most effective online marketing campaigns are specific and tailored to match the needs of the people a company is directly serving.”
IdeaPlan: how to crowdsource, prioritize, launch your products #ad
IdeaPlan, the complete 4-in-1 Product Management Suite, is now live.
Designed for Entrepreneurs, startups and product managers, IdeaPlan helps to:
✓ Understand what customers need,
✓ Prioritize feedback, and
✓ Align everyone around your product change roadmap.
Effortlessly create an end-to-end product-led growth strategy.
[#1] Idea Boards: Create boards to capture new ideas directly from your users and customers. [#2] Product Roadmaps: Align everyone, through interactive drag-and-drop customer and internal-facing roadmaps. [#3] Change logs: Celebrate new product releases and feature rollouts, keeping users up-to-date. [#4] Announcements: Keep everyone in the loop on roadmap progress, with manual or automated messages.Plus there are loads of customizations, integrations and more in IdeaPlan.
Remove the guesswork and assumptions (which is what most marketers do – and get wrong). Now you are working with information straight from the horse’s mouth.
IdeaPlan surfaces to the forefront what your users and customers want and need.
During this 4-day launch window (1 down; 3 to go), you can bypass the monthly/annual subscription (and limitations).
This means no restrictions on boards, roadmaps, changelogs, team members, and contributors.
As you continue to grow your business, no need to upgrade your IdeaPlan account.
Now you can:
➤ Reduce overhead: Building what customers want the FIRST time.
➤ Prioritize: Create a bigger impact, rolling out highly anticipated features.
➤ Improve communication: Keeping your internal team and customers informed.
Create a product-led growth strategy with confidence using: IdeaPlan.
By the way, save yourself some money. If you use coupon code “50off” at checkout, you can receive an additional $50.00 off the Unlimited plan. But this is only good during their short launch special.
Improving Marketing Performance with Voice Search Optimization
Voice search marketing is growing with the rising number of devices. According to Statista, there will be 8 billion voice assistants in use worldwide by 2024.
Search Engine Journal contributor Brian Fredrick has shared some useful tips for leveraging the power of voice search optimization.
He says, “The link between good UX and improved search engine results has been well demonstrated. And the growth of voice search means designing your UX around voice interaction is becoming more important.
How your brand interacts with different voice search-enabled devices can significantly determine whether users have a positive or negative experience.
But before addressing this, you need to understand how people use voice search.
One of its main uses is informational.
Say you’re elbow deep in pasta dough, making tortellini while a red sauce simmers away in a pot on the stove.”