Like all marketing consultancy firms, we’ve been struggling with how to address Google’s decision to limit keyword referral data for users signed in to Google services with our clients. There’s a great SEO success metrics article on the SEO for Salesforce blog arguing that while there is still more than enough organic keyword data to [...]
SEO strategies have changed immeasurably over the past decade. In the past couple of years alone, search personalization, constant changes to the Google algorithm, the rise of social media and the demise of Yahoo have been major game changers. None will be as transformative as the change to revenue-based SEO. Put another way, corporate executives [...]
In April, organic Web traffic for the site typeupsidedown.com increased by 1018%. No particular marketing efforts were implemented that could have accounted for this. At DemandResults, we’re always looking for the root causes of notable traffic events or unusual online activity. Here, we’re using one of the best free evidence-based marketing tools available: Google Analytics. [...]
Call tracking allows you to track campaign successes by associating a unique phone number with a specific marketing channel – anything from a flyer for an upcoming conference to an organic search query used to arrive to your site. Many PPC campaigns, for example, have granular insight into form submissions generated by their campaign but [...]
Press releases have been a key tool for public relations professionals as far back as turn of the 20th century, and the goals, methods and procedures for creating them have stayed relatively the same. A release will generally follow a standard format, starting with an interesting and informative headline, followed by more detailed paragraphs with [...]
Meeting a client’s SEO goals typically requires far more than web site optimization. More often than not, new content development – and significant revision of existing content – is a necessary component of the process. With that said, content development for B2B clients is its own animal, and requires an approach that is far different [...]
Who needs online product testing? Candy bar company Mars, for one. The company just rolled a marketing campaign for Fling, a chocolate bar aimed squarely at women. But a lot has changed in the 20 years since Mars last introduced a new product, including the ability to conduct small, focused tests on highly specific online [...]
According to comScore data, there is conclusive evidence that American search queries are getting longer. And as searchers use more words in order create more accurate search results, the net ad coverage over search results – defined as the percentage of search engine results pages for which there are paid ads – is actually shrinking significantly. This is happening [...]
Unless your products have nearly universal name brand recognition in the business-to-business space (think Microsoft Office), chances are your search campaign will be infinitely more difficult to create, execute and optimize than 90% of all business-to-consumer (B2C) efforts. Evidence based marketers can help you overcome these challenges regardless of how new your product is or how small [...]
Business-to-business marketing is fraught with challenges that are nonexistent in the traditional B2C space. Understanding those challenges and adequately preparing to deal with them from an evidence-based perspective is paramount to success. Most Conversions Happen Offline Most often, B2B marketing involves driving potential customers to Web properties and devising tactics that will connect them to sales [...]
