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Is Your Advertising Landing Page Too Self-Serving, And Ultimately, Hurting Your Organization?

As a Greater Boston digital marketing agency and SEO company, we’ve implemented and executed countless online and traditional marketing activities to drive traffic to our clients’ websites, particularly online advertising campaigns that include Google Ads search advertising. Since we’ve already outlined in a former blog post what makes for an effective landing page (and what a landing page is to begin with), we won’t repeat that information here. Instead, we want to focus on why what we consider to be a “self-serving” landing page can hurt your organization.

Why You Shouldn’t Make Your Website Landing Page All About You

As we’ve explained in a number of past blog posts, in the marketing and marketing-activity-results-tracking world, a “conversion,” is a desired/desirable action that a website visitor takes on your website. A website visitor conversion could be:

  • Signing up for your e-newsletter
  • Clicking on social media icons that link to your various social media profiles to visit them
  • Completing an inquiry or contact form
  • Clicking on a hyperlinked e-mail address to send you an e-mail
  • Clicking on a hyperlinked phone number to call you
  • Downloading a white paper or a pdf housed on your website
  • Purchasing a product, service, or solution, including tickets to an event
  • Providing an e-mail address, via a gatekeeper type system, in order to download a document housed on your site, or to complete some other activity

We think you get the picture!

A mistake we often see marketers/advertisers make, though, is focusing too hard/much on the actions that THEY want visitors to take on their website, i.e., the actions THEY consider desirable vs. focusing on the actions that visitors may want to take and the tasks they hope and want to complete when they visit a website that offers the products, services, and solutions you do.

What The “Bounce Rate” Can Tell You About Your Landing Page

GA4 Google Analytics allows organizations to view the “engagement rate” for all your website pages and posts, including your landing pages (even if those are hidden from the navigation that the general public sees, and are only used in conjunction with specific marketing activities/campaigns). The inverse of a website page’s engagement rate is known as the “bounce rate,” and that can be calculated by subtracting the engagement rate from 100% (if a page’s engagement rate is 60%, then the bounce rate is 40%).

If a large percentage of visitors “bounce” from a website page or post, it means many prospective customers or customers left your website from that particular page or post without interacting in any way with the page or post (e.g., scrolling down on it, clicking on links/calls-to-actions/call-out buttons contained on it to visit other pages of the site, starting or completing a form contained on the page or post, etc.). The higher the bounce rate is, the less likely the page satisfies the needs of various visitors to complete desired tasks/take beneficial actions on your site — tasks and actions that are of importance to THEM vs. YOU.

How To Lower Your Landing Page Bounce Rate

Granted there will likely be some overlap between the actions A VISITOR might hope and want to take on your site and the ones YOU hope and want them to take on your site, but you and/or your team should go thru the following exercise to make sure your visitors’ needs are met more often than your own, and that they are a priority.

As SEO experts, we’ve shared quite often, including in this blog post about how helpful content impacts SEO/ranking on Google, that Google rewards websites that are helpful and are about what users want and need, not just what the website owner/advertisers want and need. To ensure your visitors have a positive experience and your website is “helpful,” we suggest you do the following:

  • Make a grid, such as the one shown below, that lists all the tasks that you want visitors to complete on your site, as well as the tasks you believe visitors want to complete on your site. Really think hard and try to walk in target audiences’ shoes! Keep in mind that many individuals already receive e-mails from countless organizations on a daily basis, and many are reluctant to have their name added to another e-mail list. They know what will likely follow is a stream of e-mails to sell them the product, service, or solution they were investigating on your website, or ones asking for a donation, etc. Will you cause them to “bounce,” and lose them altogether as a potential customer because you kept certain content “gated,” or your marketing activity took them to a landing page that only allowed them to visit that particular page of your website vs. quickly/easily visit other pages of your site?
  • Review the grid you created and highlight those activities that you believe would be considered desirable/beneficial to both parties, i.e., your organization AND website visitors. Functionality should then be created/installed and included on your landing page to allow for completion of those tasks.
  • Then, review the activities which you believe are more valued by visitors (less preferable to your organization), and consider for which of those actions you’d be willing to provide functionality on your site for visitors to complete them. A great example, is requiring individuals to reach out to schedule an appointment to get pricing information. Even if your pricing is customer-specific/customized, many prospective clients may be reluctant to reach out, particularly if they aren’t in a financial position to invest in your product or service immediately. Think about what/how much downfall there would be to providing visitor functionality to get an estimate/access pricing information, and whether you’d be better off keeping visitors happy and on your website longer, or better off letting them bounce. Only you will know the answer to the aforementioned and the implications of trade-offs.

Ultimately, the more the scale swings in the favor of your website visitor vs. your organization when it comes to desirable action-taking, the more your organization will likely be to succeed at providing a great user experience, ranking better in search engines, and ultimately driving sales from satisfied visitors who were able to obtain the information, and complete the tasks they wanted, without being on the receiving end of what might be perceived as too “hard of a sell” by your organization or a too “self-serving” website.

Get Complimentary Advice On Landing Pages From Online Advertising Experts

Want objective advice on how to set your landing page up so that both your organization and visitors achieve their objectives? Schedule a complimentary online advertising brainstorm with us!

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Traditional Marketing vs. Digital Marketing: How, When, and Why To Use Each Form

As we’ve shared in other blog posts, we don’t love the use of the phrase “traditional marketing” to refer to activities that marketing teams at organizations, and advertising agencies, employed prior to the arrival of the internet and the digital marketing tactics made possible by it, but it’s become a tradition now to use the word “traditional,” and it’s something we don’t see changing. As we just alluded to, digital marketing activities are those that require the internet for execution and/or present information in a digital fashion or on some form of digital media.

Per our blog post heading, the aim of this discussion is to provide some insight on the difference between traditional and digital marketing and when to use each form. Most organizations will benefit from employing a combination of traditional and digital marketing for the reasons outlined below.

What Is Digital Marketing?

As we expressed above, digital marketing activities are those that require the internet or other digital technology/platforms for execution. Unlike traditional marketing opportunities that are all about putting the idea of your products, services, and solutions in the heads of individuals who might be a good fit for them, many digital marketing activities, such as organic search/SEO, paid search advertising, and social media posting are focused on getting information in front of individuals who are actively searching for your particular organization and/or the products, services and solutions you provide. Digital marketing activities include:

  • E-mail marketing – sending an e-mail/e-blast to existing clients, or to prospective customers who meet your target-audience criteria, e.g., meet certain age, geography, income, gender, job title, industry, or other demographics.
  • Social media postingposting free/unpaid updates on various social media platforms like Instagram, Facebook, X (formerly Twitter), TikTok, and LinkedIn.
  • Display advertising/social media advertising – this includes running paid ads that are served up by a social media platform, such as Instagram or Facebook (you can buy ads on the two aforementioned platforms together) to people meeting the targeting requirements you set, such as those outlined above for e-mail marketing; plus, Google Ads offers display (image) advertising to allow you to reach individuals whose behaviors, interests, and demographics make them a good fit for your products and services.
  • Search Engine Optimization (SEO) – employing free/unpaid/organic tactics such as optimizing behind-the-scenes meta/SEO post and page title tags to ensure your website and Google My Business Profile rank as well as possible in Google and other search-engine results for relevant searches conducted by your target audiences.
  • Paid search advertising – think Google Ads or Bing Ads – these are ads that are served up a the top of search results for search terms used by target audiences that are relevant to the products, services, and solutions an organization offers. This former blog post addresses when it makes senses to employ paid search/paid SEO tactics.
  • Banner advertising – this is advertising that is bought from an external website that serves the same target audience your organization wants to reach.
  • Other – the above list is not exhaustive, but highlights the most common forms of digital marketing. Other examples of digital marketing include, but are not limited to, digital billboards or transit posters, and ads that run on a TV-type monitor at transit stations, such as subway stations.

So, What Is Traditional Marketing?

As we explain in our blog post about push vs. pull marketing, to us, many forms of traditional marketing are “push” activities. They are marketing vehicles and activities that reach your target audience(s) and put the idea about your product, service and solution in their heads. Examples of traditional target marketing activities/vehicles include:

  • Broadcast Advertising – radio and TV (network and cable — of course now, you can also run advertising on streaming channels and stations)
  • Print Advertising – magazine, newspapers, and other print publications
  • Direct Mail – a postcard or letter is mailed to a purchased or existing list of current or prospective clients
    • When the list is purchased, the names and addresses you obtain would meet certain criteria that you specify, like geography, age, gender, income, job title, industry, etc.
  • Outdoors Advertising – billboards (static poster, and now digital options as well)
  • Transit Advertising – posters and signage (static, and now digital options as well) that appear inside a bus, train, or subway car, or on train, bus, or subway platforms. You can also “wrap” a bus or train, or a bus stop kiosk, with your branding.
  • Mall or movie theater advertising – posters and signage (static, and now digital options as well) that are placed throughout mall corridors or advertising that appears at the beginning of a movie while one is waiting for a movie to start.
  • Event Attendance/Tabling – the aforementioned could refer to having a table at a community or some other event where prospective customers can walk up to your table to obtain information about your organization and your products and services.
  • Tradeshow Attendance/Booth – the aforementioned is all about setting up a booth at a trade show which is expected to draw your target audience, and sharing information about your products and services with booth visitors.
  • PR/Publicity – distributing press releases to gain media coverage of an announcement made by your organization, or pitching your story to media/reporters who serve your target audience in hopes the media/reporter will “cover” your story.
  • Other – the above list is not exhaustive, but highlights the most common forms of traditional marketing. Other examples of traditional marketing include but are not limited to distribution of branded, promotional items, and lobby merchandising (if your organization has physical locations that customers can visit).

Why Most Organizations Should Employ Both Traditional and Digital Marketing Tactics

As we’ve discussed with many of our clients, some target audience members may not be “online” regularly. Perhaps, their busy personal and work lives just don’t allow for them to be regularly viewing social media posts and profiles, and/or conducting search-engine searches. Or, they may just not like being online.

While, individuals who visit your social media profiles and/or land on your website because they conducted an appropriate search-engine search might be warmer/hotter leads — therefore, they may be more poised to buy your products, or engage you for your services/solutions in the near future — some other target audience members may need some prodding or reminders (delivered to them via traditional media) about your products, services, and solutions.

Sometimes, there’s just not enough people searching regularly related to the products, services, and solutions that your organization offers. Target audiences just don’t know you and/or your products and services exist. All the more reason to employ some traditional marketing tactics.

Free Marketing Brainstorm With Marketing Experts

Our Boston marketing agency has experience related to executing the majority of the digital marketing and traditional marketing tactics above. Unsure which tactics to execute when, or need more detail on what’s involved in executing them, and/or more information on production and media-buy costs?

Schedule a complimentary discussion with our expert marketing team today to brainstorm about your organization’s particular marketing opportunities and challenges.

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4 Free Google Accounts Each & Every For-Profit and Non-Profit Organization Needs

Regardless of whether your organization is for-profit or non-profit, because it’s highly likely you want target audiences to learn about your mission, products, services, and solutions, and you want to be able track which marketing and communications activities are creating awareness and sales/engagement, you’ll stand to benefit greatly from setting up and using the following four types of free Google accounts:

  1. A Google My Business Profile – this supports your organization being found locally by relevant searchers, since often Google will serve up a Google My Business Profile in lieu of a website for searches that include “near me” or the name of a city or town. You don’t want to miss on out on the opportunity to make target audiences aware of your organization!
  2. Google Analyticsa GA4 Google Analytics account will allow you to analyze which of your marketing activities are driving the most traffic to your website, e.g., Google Ads, social media advertising, organic social media posts, search-engine optimization tactics, or e-mail/e-newsletters.
  3. Google Search Console – this tool serves a couple of purposes. It allows you to see for which search terms Google is most frequently serving up your website. And, then, for which search terms for which Google serves up a listing (which includes a link to your website) are searchers then clicking on the link to visit your site. This free Google tool also lets you see, on average, where in Google Search results listings, a listing with a link to your site appears, and the % of people who click on a listing link when it is served up to them. You can also use your Google Search Console account to submit revised or new blog posts or website pages for indexing/crawling, so that you don’t have to wait for Google to find this new and revised content, and therefore, wait for Google to start serving it up in search results for relevant searches.
  4. Google Tag Manager – this tool allows you to set up tags that track various actions that a website visitor can take on your website. These tags basically “fire” and provide data to and in Google Analytics when visitors take actions like completing and submitting an inquiry form on your website, clicking on a hyperlinked e-mail address or phone number, scheduling an appointment, or purchasing something. Such desired actions by visitors are known as “conversions.” Without the use of a conversion-tracking tool like Google Tag Manager, you’re never going to know what marketing activities are causing website visitors to “convert,” and as a recent article about analyzing digital advertising results from Search Engine Land explains, that’s so important to understanding the effectiveness of various marketing activities and where to spend your marketing time and dollars.
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Need Help Setting Up Google Accounts?

Our team is always here to help. Contact our Boston digital marketing agency today for assistance or learn more about such services on our Google Analytics Set-up and Reporting and SEO services pages.

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Should I Hire A Marketing Agency, A Marketing Consultant, Or A PR Firm?

Regardless of the size of your organization, it can be confusing to figure out what type of marketing agency or marketing consultant to hire to help you create awareness, and ultimately cause sales of your products, services, and solutions. The ability to market digitally/electronically — that came with wide-spread adoption of the internet — brought with it the following changes when it came to organizations engaging outside help for their marketing (outsourcing their marketing), whether it be for one-off/one-time work or ongoing work.

How Digital Marketing Leveled The Playing Field For Both Advertisers and Ad Agencies

  • Organizations who couldn’t afford the high costs associated with producing TV, radio, transit, or outdoors (billboards or other) advertising, found new, more affordable marketing activities were now available to them in the form of social media posting and advertising, tactics that support websites being found on Google and other search engines for desirable search phrases (organic search tactics/SEO tactics), paid search engine ads/marketing (SEM), e-blast and e-mail marketing, and more.
  • Since many organizations looking for marketing help no longer required the infrastructure and diverse skillsets associated with marketing tactics that involved large production activities and costs, some realized they no longer needed to hire a full-service large advertising agency — think the type of agency featured in the acclaimed TV series, “Mad Men,” or on “BeWitched,” as smaller marketing shops, like ours, could meet their digital marketing needs and/or traditional marketing needs related to activities that don’t require a lot of production, such as Public Relations (PR), or print advertising.

Getting back to whom your organization should consider hiring for ongoing marketing services or one-time/one-off marketing project work/help, here’s one Boston digital marketing agency’s, Boston SEO company’s, and Boston marketing consultant’s thoughts — yeah, we consider ourselves to be all of the aforementioned, and for clients who engage us for non-PR work, we can also be engaged for help with PR since our Principal has a great deal of PR experience.

This is a square gray image with our Boston digital marketing agency's logo (Results Communications & Research's) logo at the bottom. At the top of the image in big bold letters it says "Should I Hire An Ad Agency, A Digital Marketing Agency, Marketing Consultant, Or PR Firm?" Underneath That In A Dark Powder Blue It Says" Read One Marketing Professional's Thoughts."

How To Figure Out What Type Of Marketing Firm To Hire And Questions To Ask

Branding and Design Firm. A firm that refers to themselves as a branding/brand and design firm primarily focuses on helping you figure out the look and feel of your brand, including the logo, colors, and graphic elements that will be associated with your brand. They usually offer website design services, but not always. And, some do offer other digital marketing or traditional marketing services thru collaborations or partnerships with digital marketing agencies, advertising agencies, or marketing consultants, or marketing freelancers. So, if you know you will need particular digital and/or traditional marketing services after working with the branding firm to develop or execute a new brand identify for you, ask in advance if they offer those services, so you will know whether you will have the burden of hunting around after for someone to help with traditional and digital marketing services — particularly to drive traffic to any new site you engage them to design for you.

Digital Marketing Agency. Digital marketing agencies tend to offer both higher-level strategic planning services, as well as hands-on/execution services, related to any marketing tactic that is digital or electronic related, including: e-blast/e-mail strategy and execution services, social media strategy and voice (actually writing and scheduling of social media posts), online advertising (social media/display advertising, Google Ads or other search engine advertising), blog strategy and voice work (actually writing and posting of blogs to your website), and search engine optimization (SEO) strategies. Most will offer content marketing services as well to help you figure out what content your target audiences are most interested in, and an editorial calendar for serving up such content on your website. Website content writing services likely will be available as well.

SEO Company. Because paid search engine advertising/marketing (SEM) supports an organization ranking well in relevant search engine results, as our Boston SEO company does, most SEO companies offer strategy and execution services related to both organic search/organic SEO tactics, as well as paid search advertising services. Some will offer some additional digital marketing services as well.

Marketing Consultant. In the almost nine years since we launched Results C & R, we’ve met a large number of marketing consultants. The degree to which they offer hands-on/execution work vs. developing high-level strategic plans tends to really vary. Some offer a number of hands-on services, in addition to helping you develop a strategic marketing plan, while others don’t do the actual marketing tactic execution work. If your organization has a number of internal marketing people who can actually oversee or execute the marketing plan developed by a consultant, a marketing consultant may be just what and all that you need.

Public Relations Firm/PR Firm. The focus of public relations firms is to get your organization unpaid-for-advertising/marketing. By helping your organization develop a strategy for causing various reporters and media to cover your story, they help your organization get mentions and attention without the cost of an expensive advertising campaign. PR firms also tend to offer event planning services since an event may be the perfect way to create awareness of your organization and/or create good will among your target audiences. Keep in mind that if you only need help with putting on an event vs. getting regular/ongoing press coverage, you could consider hiring an event planning firm. Many event planning firms also have experience getting media/reporter coverage for an event as well.

In general, the biggest overlap between a digital marketing agency and a Public Relations firm is that they both tend to offer social media services, since social media posts — particularly organic vs. paid/boosted social media posts — can help to generate good will and create awareness of an organization’s products, services, and solutions.

Advertising Agency. Nowadays, when people think of, or decide to hire an advertising agency vs. a digital marketing agency, it’s related to the fact that advertising agencies can pull in the right team members or hire the right contractors for a marketing campaign that requires heavy-duty production. As we mentioned above, scripting and executing a radio, TV (network or cable) or streaming advertisement requires the collaboration of a bunch of individuals with diverse skillsets, the renting of studios and/or locations in which to film, the hiring of “talent” for the broadcast spot — whether it be aired on the radio or TV. Activities like the aforementioned are often the reason why, in our current day and age, an organization would look to hire an advertising agency vs. a digital marketing agency. Although, most advertising agencies offer digital marketing services, in addition to traditional ones.

Web Design/Web Development Firm. Web design and web development firms are exactly what their name indicates — firms who help design and develop websites for clients. Many also offer logo design or other graphic design services because of their web designers’ ability to successfully complete such work. All web design/web development firms DO NOT offer SEO services nor do they always understand SEO, so if you expect or want to receive SEO services as part of your new website launch, be sure to ask any firms you are considering to design and develop your site, what knowledge they have of SEO and/or who they have on their team that has an SEO background. Otherwise, as we explain in this blog post, you’ll end up with a website that is not easily found via search engine searches.

Unfortunately, we regularly interact with prospective clients who had someone develop a beautiful, effective site for them, but the site is not being visited/found by target audiences because SEO tactics weren’t put in place by the web design/web development firm as part of the site development and design engagement.

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What Should I Expect To Pay A Marketing Agency Or A Marketing Consultant?

Based, again, on our 9 years of marketing agency and marketing consulting experience at the time of writing this post, we’ve found that, in general, the bigger the agency/marketing shop, the more expensive their hourly rate and marketing project fees are. Why? It mainly comes down to overhead and the costs of maintaining and marketing a larger organization, offering a large number of employees benefits, etc.

If your organization doesn’t expect to need the type of traditional advertising production work outlined above under the “Advertising Agency” section, you’ll very likely fare better financially hiring a smaller digital marketing agency or PR firm or a marketing consultant. Plus, you may end up getting more personal attention than you would with a larger agency. And, most smaller shops can pull in a collaborator, freelancer, or other agency or consultant, as needed.

We’re A Boston Digital Marketing Agency, Boston SEO Company, Boston Marketing Consultant, and Boston PR Firm All In One!

Due to our Principal’s more than 30 years of corporate marketing and consulting experience, we offer all the services called out in the heading directly above! We regularly meet with both start-ups and long-standing organizations — both for-profit and non-profit — for complimentary discussions about their marketing challenges and opportunities, so feel free to use our calendar app to schedule a FREE initial consultation https://calendly.com/gail-moraski.

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Why It’s A Marketing Must That Your Marketing Activities and Tactics Be Integrated

When I first started drafting this blog post, I thought I’d be mainly talking about traditional marketing and what I miss about it. But, as the post evolved, I realized the traditional marketing tactics/activities were just a piece of something bigger that I miss, sometimes, and that is being aware of, involved with, and/or or having oversight for ALL the marketing activities that a particular brand/organization executes. Often as a consultant, my team and I are working with organizations who have their own internal marketing team, and/or who work with a number of different outsourced marketing vendors or agencies. This means, while we are responsible for one or several pieces of the overall marketing strategic plan – usually digital pieces, we aren’t always aware of, kept informed of, or responsible for other pieces. As you would expect, each and every marketing message or tactic that is put out there in the universe by an organization has an impact – both negative and positive – on the effectiveness of the other marketing tactics.

Regardless of the above, because we strive each and every day to support our clients’ success, and to serve and be viewed as a member of their team, we often make recommendations and suggestions related to overall marketing strategy and various marketing tactics that others are overseeing. Sometimes, we suggest adding a new marketing tactic to the mix, even if we won’t be the ones making it happen, and sometimes, our suggestions are about shaking up how an existing marketing tactic is handled or executed.

Why Every Organization Needs Someone Monitoring and Aware Of All Marketing Tactics

Ultimately, each and every organization needs to have one person – whether it be an outsourced marketing consultant or agency or an in-house marketing director, chief marketing officer, or the business owner themselves – who:

  • Is aware of and tracking and analyzing the results of each and every marketing activity to ensure that marketing dollars and time are spent on those activities that lead to the greatest awareness, and ultimately highest possible number of conversions, such as sales (product purchase or engagement for services), and inquiries.
  • Ensures that marketing creative (messaging and design) is consistent across all marketing activities.

What Is Integrated Marketing and Why Is It So Important?

As hinted at above, integrated marketing means that all the marketing tactics you use to promote your organization and create awareness of it are cohesive, and therefore “mirror” each other. All tactics included in a strategic integrated marketing plan/campaign to promote a particular product or service should:

  • Contain and repeat the same key messages of the campaign
  • Reflect the same product or service promise and your competitive differentiators
  • Have a similar appearance as far as logos, design, color, and graphics go

For centuries, those who have succeeded at growing an organization have known that you have to hit the audiences whom you think will be the best target/users of your product or service numerous times to create both awareness and sales. Target audiences need to hear and see the same message multiple times for it to both stick and resonate. If you shake things up too much across your various marketing tactics and vehicles, you’ll miss out on the opportunity to expose your targeted customers to the same messaging and look and feel and you’ll also CONFUSE them.

Check out this blog post from marketing guru, Neil Patel, to read about integrated marketing campaign examples. And, read our blog post that explains how and why content marketing and integrated marketing are different. Or, use the search tool found on our “Ponderings” blog main page, to search for other posts that contain helpful info. on integrated marketing.

Help For Creating, Executing, and Implementing An Integrated Marketing Plan and Campaign

At Results Communications & Research, we bring more than 30 years of experience of implementing effective, integrated marketing campaigns, including ones that contain both digital and more traditional tactics such as outdoors (billboards), print, transit, movie, mall and broadcast (radio, TV) advertising. We can help you develop a strategic integrated marketing plan that outlines the various marketing vehicles and tactics we believe you should employ in a particular campaign, based on what we learn of your marketing objectives, challenges, and target audiences. Then, we’ll work with you to ensure proper tracking is in place to track the effectiveness of each of the various marketing tactics to help inform what tactics to employ in future campaigns or reallocate existing campaign $$ and/or pivot mid-campaign, based on what results are showing. So, please don’t hesitate to reach out. We love developing, executing, and analyzing the results of integrated marketing campaigns!

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Our Favorite Marketing Blogs and E-Newsletters

Note: This post was updated on July 15, 2022 to also incorporate favorite marketing podcasts, and also on November 25, 2022 to incorporate key places to obtain information on the new G4 Google Analytics property type (vs. UA/Universal Google Analytics property type).

Anyone who provides digital marketing services, like our digital marketing agency, or has a role at a organization where they are responsible for the planning, execution, monitoring, and reporting on of digital marketing tactics, knows that the landscape keeps changing. New social media platforms get introduced. The interfaces or management tools you use to execute activities or monitor results change regularly. It can all have your head spinning.

To help you “keep calm and carry on,” we thought we’d share a list of some of the organizations whose websites we go to when we are in need of answers and help or whose e-newsletters we read to stay on top of all things digital marketing and e-commerce. Since Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two of our Greater-Boston-Area digital marketing agency’s specialties — we love any digital marketing work that is technical or analytical — you’ll see a number of websites that focus on those topics below. Note: use the scroll bar underneath the table below to see right-most columns.

Cheerful, Pretty Woman Reading A Book Related To List Of Best Digital Marketing Blogs and E-newsletters

We hope the below makes your life as a digital marketer easier and welcome ideas for organizations we should add. We expect to continue to update this list as we discover more digital marketing experts to learn from. We’re all in this together as the digisphere continues to evolve! Note: use the scroll bar underneath the table below to see right-most columns.

Best Digital Marketing Blogs and E-newsletters

Publication/URLSearch Engine Optimization (SEO) and Search Engine Marketing (SEM/Google Ads)Social MediaE-mail MarketingOther
https://searchengineland.com/X
https://www.emarketer.com/XE-commerce, Retail
https://www.socialmediaexaminer.com/X
https://www.searchenginewatch.com/X
https://iab.comBranding, Consumer Goods Research
https://thirddoormedia.com/
XIncludes A Variety of Brands That Address Marketing Technology and Conferences
https://www.hootsuite.com/X
https://www.marketingprofs.com/Marketing events and Training
https://corp.smartbrief.com/Industry Updates, Including: Small business, Food, Finance, Healthcare, Education
https://www.smarketingconnect.com/XXXMarketing & Sales Podcasts and Training, Opportunities To Meet and Collaborate With Other Marketing Professionals
https://npdigital.com/XXX
https://www.seoblog.com/
X
https://ahrefs.com/XContent Creation & Marketing
https://seo-hacker.com/X
Favorite Digital Marketing Blogs & E-newsletters

Since we shared the info. above, we’ve come across some other very helpful and informative sites, including the following:

Digital Marketing Podcasts:

https://www.linkedin.com/company/bwg-strategy-llc/

SEO Guide For Lawyers:

https://www.camginc.com/services/seo-lawyers-personal-injury/

G4 Analytics/GA4 Analytics Info. Straight From Google:

Google Analytics Official Blog

https://blog.google/products/marketingplatform/analytics/

Google Analytics Help Center

https://support.google.com/analytics/answer/9164320

Acceptance of Circumstances, digital marketing agency, integrated marketing, keeping up with trends, making time for things you value, marketing consultant, Marketing Planning, Objectives Setting, pandemic marketing, Passion, Post-COVID-19 Marketing, staying current, strategic planning, Understanding Your Environment, walking, warriors, fighters, doing good, giving back, paying it forward

It’s A New Year. Time To Pivot, If Only Slightly

After writing several blog posts in recent years about one of my favorites hobbies — walking — I was torn about whether it should be a walking or a digital marketing topic that would be the focus of the first blog post of the new year. But, then, it hit me (while I was out walking, of course) why not combine the two topics? So here goes…

Depending on how your business, organization, or you personally fared in 2021, maybe the new year/2022 doesn’t require some kind of grand gesture or large overhaul related to new beginnings and resolutions. Hey, if it ain’t broken, why fix it, right? Maybe, it’s just a matter of making some small tweaks to last year’s marketing strategy and/or the particular tactics that are part of it, or to your personal habits and mindset, so you can optimize results even further in the new year.

That’s why, while I plan to keep up with my “no excuses” winter walking plan this year, I made a small adjustment to it in the beginning of 2022. Sure, in the blog post that I linked to in my previous sentence, I sang the praises of last year’s coat related to being “prepared for opportunity.” But, I realized this winter, I needed to do something slightly different. The coat I bought and wore last year was just too heavy for my back, which started troubling me in fall 2021 (life happens). Plus, the length of last year’s coat-purchase (down to my ankles) limits the length of my stride. So, I went to Macy’s last week to capitalize on post-Christmas sales, and bought a very reasonably-priced coat that’s a bit shorter and a bit less heavy –because life circumstances, business, and marketplaces constantly change and we need to adjust to them, even if only slightly.

We’d welcome the opportunity to chat with you about what your business/organization could or should do slightly or significantly differently in 2022, based on the following and other possible or anticipated changes pertaining to:

  • your industry
  • the competitiveness or other attributes of your marketplace, such as pricing and inflation
  • consumer or business buying behavior or interests
  • technology used by consumers or businesses to gather information about products, services, and solutions, i.e., consumer and business technology preferences
  • marketing technologies and opportunities to reach target audiences

So, please let us know how we can help and don’t be afraid to make some very small or some very large tweaks to personal habits or business processes, tactics, strategy, etc. if warranted for a more prosperous, less stressful, more productive, and/or healthier new year!

Walk On!

If you’re a fellow walking fanatic, enjoy our other walking blog posts:

A Live Constant: Why I’ve Always Walked

Why I’ve Always Walked Part II – No Excuses

Why I’ve Always Walked Part III: Brattleboro VT (150 miles) or Bust

Stay Tuned For #FridayNightWalks, #DestinationWalks, and More!

Being Found on Google, blog, Blog, Blogging, competitive advantage, content marketing, integrated marketing, keeping up with trends, keywords, Memorability, organic SEO, SEO, video, video marketing

Three Ways to Use Video to Boost SEO

By Guest Blogger, Nick Bartos, Social Motion

Video is valuable for any business, as it can be used to amplify your brand utilizing interesting visuals and engaging storytelling. However, many marketers and business owners may not know that video can also be used to support search engine optimization (SEO) efforts. Here is how to own search engine results even further – utilizing video.

#1: Create evergreen content, and host it in evergreen places

Instagram, Facebook, and TikTok are fantastic places to post videos – but unless those videos are consistently being served up to new individuals via paid ads vs. only being viewed organically by followers of or visitors to an organization’s social media profiles, the view-count is very likely to drop after the first few days of posting on these platforms. YouTube is the number two most used search engine behind Google. Utilizing a platform like YouTube will allow your video, and therefore, your organization, to remain in search results consistently. This will help your SEO efforts and allow your content to keep working for you, even after the initial drop off from feed-based channels like Facebook.

#2: Utilize your keyword research

Keyword research allows you to identify the high-volume “search terms (known as keywords)” which individuals and organizations are entering into a search engine like Google to identify organizations that offer the services, products, or solutions to problems that you do.

Use keyword research you already have to both inform your video and take advantage of the keyword research you spent hours collecting. If subscribed to an SEO service, such as SEMrush, or even if you just use Google Ads keyword planning tools, utilize the information offered by the software/tools. Many times, these services will  cause the researcher to think of blog post ideas based on their findings – do not be afraid to turn these into video! And, then be sure to tag your video appropriately in YouTube with the keywords for which you want your video to be found.

#3: Use Closed Captioning and Subtitles

The above is arguably the easiest way to help yourself. While you can use your video title, description, and tags as ways to help your videos rank, make it even easier for search engines to rank video for desirable terms by providing a transcript. Not only are you providing closed captioning for accessibility purposes (which search engines also applaud), but you are also providing a script for search engines to rank your video for appropriate search terms and keywords that you have incorporated in your script. Some services provide automated closed-captioning services, but they are not always perfect. It takes a bit of time to complete, but will pay dividends in SEO efforts.

Get Help From An Expert In Using Video To Support Being Found On Google

If you want to boost your video presence online, check out Social Motion, a company dedicated to creating high-quality, buzz-worthy, and engaging content for social and digital media. We’re always glad to hold a complimentary phone chat with you to discuss your particular marketing challenges and opportunities and how video, such as the one I shared below, can help address them.

blog, Blog, Blogging, brand promise, content marketing, good will creation, Google Analytics, integrated marketing, keeping up with trends, Marketing Planning, organic SEO, Search Engine Optimization, SEO, social media, staying current, strategic planning, target audiences, Target Marketing, technical SEO, traditional marketing

A Semi-New Name for a Centuries-Old Marketing Practice

Because, in the last several months, I’ve had various fellow marketers talk to me about or take jobs in “content marketing,” or seen them post about it on social media, I thought the time was right to explain this term and marketing strategy in a blog post. Even though I’ve been aware of the term for quite some time because much of my work falls under the content marketing umbrella (particularly SEO, blog writing, social media voice, and Google Analytics data reviews), I haven’t tended to use that term with clients and prospective clients, thinking it might not resonate with them. But, perhaps, the time has come for me to do so. 2019 was called the “year of SEO” by some marketers. 2020 may be the “year of content marketing.”

While the term “content marketing” has only been in use for the last decade or so, and some individuals employ it solely related to digital/online/electronic distribution of information, one of its key premises has been around since at least the early 1700’s — when individuals began promoting products and services via the written word vs. the spoken word. And, that premise is that creating informational, helpful, desired content — which can be used across many marketing vehicles and tactics — will garner customers’ and prospective customers’ favor and loyalty.

Even though the focus wasn’t primarily or solely “online” usage at the time (the internet and social media were still somewhat in their infancy), during my tenure as a marketing leader at BMC HealthNet Plan (2008 – 2014), I wrote wellness-related copy that was able to be employed in print ads/advertorials as well as in hard-copy handouts used at events or for other purposes by BMC HealthNet Plan community outreach reps. PDFs of those handouts were then shared on the organization’s wellness section of its website.

The above is a glowing example of content marketing’s basic tenet of sharing information, that target audiences value, across numerous vehicles/tactics in order to retain or acquire audience members as customers. In this case, the target audiences were members or prospective members of the health plan, as well as community organizations or healthcare providers, who might refer them to the health plan.

Integrated Marketing vs. Content Marketing

Related to my initial comment at the top of this post that the key premises and intentions behind content marketing are not new at all, I want and need to speak to the synergies between content marketing and integrated marketing. Both aim to employ similar/the same content across numerous marketing tactics/vehicles to repeatedly expose target audiences to the same, consistent message. But, a key difference to me between the two is that content marketing isn’t just about promoting and creating awareness of a product or services through true “marketing/sales/promotional” messages. It’s about being helpful and creating good will by sharing desirable information that may or may not be directly related to an organization’s products or services (see our discussion of tangential topic blogging).

Loyalty is Priceless

Online/Digital/Electronic Content Marketing Vehicles/Tactics

Since most people who use the term “content marketing” to refer to online/digital/electronic distribution of beneficial content to create brand awareness and loyalty — and ultimately sales or some other desired conversion activity (such as signing up for an e-newsletter, making a donation, or submitting an inquiry about an organization’s products and services) — what are some of the online/digital/electronic vehicles/tactics in which content created for the above purposes can be employed? E-newsletters, downloadable white papers, podcasts, website page content, blog content, social media post content, downloadable e-books, infographics (images that contain helpful, detailed info.) and videos.

Love — Back at You!

The Love-Love Equation

The above list is not exhaustive, but provides a sense of the many primary ways organizations are sharing content electronically/digitally that they believe meets the needs of their various target audiences and demonstrates understanding of those audiences’ challenges and opportunities — all in the hopes of creating a loyal following who will show their “love” back by talking up the organization, purchasing its products, etc.

Reach Out To Our Boston Digital Marketing Agency’s Team Of Content Marketing Experts

I, individuals I employ, and my expert connections have extensive experience related to both the creation and distribution of content to support an effective content marketing strategy. I hope you’ll reach out, when and if, you need our help.

Learn more about our blogging writing services that support both SEO and content marketing efforts.

dilution, integrated marketing, Results Analysis, Uncategorized

Why Trying To Do It All Will Dilute Your Marketing & Communications Impact

As promised in my most recent blog post about revisiting 2019 marketing activities to inform 2020 ones, I’ll be outlining below the primary digital and traditional marketing tactics that an organization or individual could use to spread the word about themselves in the hopes of generating some “conversions (sales, inquiries, donations, e-newsletter sign-ups, or other target-audience desired behaviors).” But before I get to that, I want and need to address the issue of “dilution” that access to an ever-growing number of marketing vehicles and activities has created.

As the owner of a digital marketing agency and a marketing consultant, I see so many organizations in my niche trying to do it all and have a presence everywhere, as far as promoting their agency/consultancy goes. It has caused me to really ponder that strategy/approach and whether that truly is an effective one — for both me and my clients. Of course, for us marketing agency owners, there’s a fine line we have to walk — we need and want to test various tactics and vehicles, so we can share our experiences with clients, and we also want to demonstrate proficiency, via our own marketing, related to those activities. But, honestly, some activities and vehicles just haven’t generated any kind of results for our firm, and trying to capitalize on each and every one is likely to lead to us not generating effective results from any of them. And, the same goes for our clients.

So, where I’ve landed for my own marketing and that of my clients is this — and it’s very much in keeping with my last blog post — it’s impossible to “do it all” on the the marketing & communications fronts, and to do it well. It’s also very important to regularly (at least quarterly, if not monthly) assess which vehicles are or aren’t generating desired results and to put your marketing $ and time into the ones that are. I equate trying to spread your marketing $$ and energies too far/thin to trying to be a “jack of all trades, and master of none.” We all know trying to offer too many products and services, or trying to be “all things to all men” doesn’t work well from a business standpoint. The same premise holds for marketing.

In sum, as marketers and business owners, if we try to have a big presence and impact everywhere, it will lead to us not having a big presence or impact anywhere. There just won’t be enough time or dollars spent on any one marketing activity or vehicle! Plus, if results don’t show it’s warranted, why put your $$ and energies into a tactic that just isn’t working for you? Not all marketing tactics are appropriate for each and every organization and each industry. Why fish where your target audience members aren’t? If they don’t tend to swim in certain marketing pools, why drop your pole’s line there?

Possible Marketing & Communications Tactics/Activities

Image Courtesy of Kiwicare.co.nz

Note that some of the below straddle more than one category.

Traditional Marketing Tactics:

  • Broadcast Advertising (Radio, TV (Cable, Network, Streaming Service) )
  • Print Advertising (Magazine, Newspapers)
  • Direct Mail
  • Sales Hand-outs (Flyers, Brochures, Sales Pieces), Business Cards, Promo/Give-away Items)
  • Transit (Buses, Trains, and Bus and Train Platform/Station)
  • Mall or Other High-Traffic Venue, Such as a Convention Hall
  • Outdoors (Billboards)
  • Public Relations (Reporter Pitches, Press Release Distribution)
  • Events (Your Own Event, i.e., an Event You Created, or Participation in Another’s Such as a Trade Show; Event Sponsorship/Attendance)
  • White Paper Creation and Publication (to Position You As Subject Matter Expert)

Digital/Electronic/Online/Internet Marketing Tactics:

Relationship Building/Networking Marketing Tactics

  • Online (Sites Such as Alignable and LinkedIn)
  • In-person (Chamber, Industry, and Other Business and Community Events)

Of course, depending on the size of your organization, some of the above tactics may be outside of your scope because of the associated implementation and maintenance cost, and/or the time that you or your staff would need to be involved — even if you outsource some of the work to a marketing agency like ours. 

Note: We’re sharing this link to another blog post we wrote after this particular post launched, about the importance of relationship building, that you might find helpful.

Our Boston Digital Marketing Agency Is Full-Service

We can help you figure out where to best employ your marketing dollars and time in 2020, so reach out for a complimentary brainstorm about any or all of the marketing tactics outlined above.