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Targeting Strategy

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  1. 3 Lessons Social Advertisers Can Learn From Search Marketing

    Use this information to guide your strategy on message or audience development. Testing needs to become an integrated part of the paid social strategy, particularly as more marketers begin to take an always-on approach social advertising, rather...

  2. Secret Sauce LoMo Tips for More PPC Sales

    Paid search marketers can gain a ton of insight from GMB to inform PPC targeting strategy on AdWords, particularly for mobile campaigns. An optimized local strategy aligns with storefronts, hours, inventory, and similar store metrics for mobile...

  3. 3 Ways to Form More Integrated Social and SEO Teams

    From a SEO perspective, your keyword strategy is a great place to start. Your social team may be able to naturally work some of these terms into their own strategy so your audience starts to associate and use those phrases to describe your business...

  4. Introducing the Local Marketing Adoption Curve

    Listing management is the required foundation for a local strategy. You should be adopting a multi-location strategy across an extensive network of mobile apps and incorporating local promotions. When you are running, your local marketing efforts...

  5. 4 Tools and Tips That Will Help You Be a More Analytical Marketer

    This can help you determine if your competitors are going after these terms already and how valuable or difficult it would be to successfully form a strategy around those phrases. Evaluate how your competitors are graded for keywords you target and...

  6. 5 Questions to Consider When Thinking About Bidding on Brand Terms

    Below are five key things to think about when determining your strategy for bidding on your brand terms, and some insights on each: So is bidding on your brand always the best strategy? While it's important for everyone to share in the sandbox, it...

  7. The Challenge of Enterprise Link-Building in a Content Marketing World

    With all of the planning and collaboration that is necessary to execute this kind of content marketing strategy, it becomes fairly obvious that links alone cannot be the sole KPI on which the campaign is judged or in most cases it will be very...

  8. Last-Minute SEO - Here Come the Holidays!

    You never stop working on your organic strategy just because you might have missed a target window. NOTE: This is actually a strategy employed by large companies like Amazon. Suddenly you realize you just missed your holiday window and there is no...

  9. The Content Hack That Will Unlock 100 Years of Journalistic Tips for Your Digital Strategy

    I’ve written a lot previously here about aspects of content strategy, utilizing audience insight to create the right content, and more, but the challenge is in how to pull all of that together and today I want to share tips from what is perhaps...

  10. What Marketing Executives Say About Content Targeting

    Content is a central part of the digital strategy for brands across the globe spanning verticals, company sizes, and business. Brands know they now have a content imperative, but what’s less clear is the types of content and the velocity with which...