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Our Favorite Marketing Blogs and E-Newsletters

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:

SEO Guide For Lawyers:

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, digital marketing agency, fundraising/development, Google Ads, Google Nonprofit Ad Grant, keywords, landing page, landing pages, marketing best practices, Marketing Planning, Nonprofit Marketing & Communications, Objectives Setting, ongoing digital audits, online advertising, online presence, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, strategic planning, Strong Ad Creative, target audiences, Target Marketing

Growing Your Nonprofit With A Google Nonprofit Ad Grant

Knowing that I and my Boston-area digital marketing agency team help clients obtain, maintain, and optimize Google Nonprofit Ad Grants, a few weeks ago a fellow digital marketing consultant asked me if I ever had a client utilize the entire $120,000 in free Google Ads search advertising available thru the Grant. While I knew generally that a few of our nonprofit (NPO) clients who offered products and services across all of the U.S. (vs. in a smaller city/town or state geography) were able to really capitalize on the free advertising $/media buy available annually via their Grant, it prompted me to both dig deeper on what % of their Grant dollars were being used, and to detail in this blog post, the various ways our marketing agency’s Google Ad Grant clients have used their search-advertising funds.

I hope that, by documenting here the types of nonprofits we’ve worked with who have obtained a Grant and successfully employed Google Nonprofit Grant monies, I might inspire other NPOs to either apply for a Google Grant, or use their Google Ads Grant differently or better to maximize it.

What Types Of Nonprofits Qualify For A Google Nonprofit Ad Grant

Let’s start with the types of nonprofit organizations we’ve helped obtain and/or capitalize on their Google Nonprofit Ad Grant:

  • religious organizations
  • organizations that offer training programs/coaching to at-risk women/women in-transition
  • organizations serving those with special needs and/or disability
  • organizations that serve financially challenged/at-risk teens in both the U.S. and abroad
  • arts organizations
  • environmental organizations

Most non-profits who apply for a Google Nonprofit Ad Grant will qualify for one unless they are a government agency/entity, a healthcare provider like a hospital, or an education institution (philanthropic arms of colleges and universities may qualify for a grant). We’d be glad to coach you thru the Google Nonprofit Ad Grant application process. The initial part is pretty simple, and starts with applying for a Google Nonprofit Account and joining Tech Soup if you haven’t done so already. But, you do need to know how to set up a campaign that effectively meets certain Google Nonprofit Ad Grant search advertising requirements, including using certain available advertising features.

Does Anyone Ever Use Their Entire Annual Google Nonprofit Ad Grant Funds?

The answer to the above is likely “yes,” or close to it. As alluded to above, the broader the geographic area in which a nonprofit offers support, services, and products, the more likely they are going to be able to employ much of the available monthly $10,000 in free paid search advertising, particularly if the volume of individuals searching on terms relevant to what the nonprofit offers is significant.

We just conducted an audit of several of our Google Nonprofit Ad Grant clients who are able to offer all or some of their products and services across the whole U.S. All three of them sell products and services that are available for purchase by anyone in the U.S. For example, one sells mass cards to fund the great work they do; another sells curriculum and online training programs; a couple have online gift stores whose sales allow them to provide the services they do to constituents. One client will likely use 70% of their annual Google Ad Grant dollars ($120,000) by year’s end; another about one-third; and another, about one-third. It’s not easy to properly and effectively employ those large search advertising budgets, but it shows it is possible! And, of course, we’d be glad to brainstorm with you to come up with creative ideas for optimizing Grant dollars.

A Happy Google Nonprofit Ads Grant Optimizer

How Can I Use My Google Nonprofit Ad Grant Dollars?

Many of our Google Nonprofit Ad Grant clients are using their Google Grant in a number of simultaneous ways, including the following:

  • Drive sales of products, therefore, tangible goods, such as those available in an online store/shop that fund their good work in our communities
  • Cause use of the organization’s on-site services or online/virtual services
  • Recruit volunteers for their organization
  • Through general/branding messaging, create awareness of their organization among appropriate audiences in an attempt to secure donations (keep in mind that ads specifically asking for donations aren’t effective; but letting individuals and orgs. that are interested in your cause know about you can be effective with development efforts)
  • Support attendance at paid or free events, including webinars, seminars, workshops, courses, and classes
  • Cause target audiences to visit/read/use resources/information on their site, or download information
  • Cause appropriate individuals to fundraise on the organization’s behalf/participate in the organization’s fundraiser
  • Cause target audiences to be an advocate for the organization’s cause or the general/broader cause with which the organization is associated
  • Cause other desired “conversions,” i.e., desired behaviors, such as:
    • e-mail/e-newsletter sign-up
    • podcast listening
    • visits to organization’s physical site for a variety of reasons
    • survey taking

We think Google Nonprofit Ad Grants are a well-kept secret and are often under-utilized by nonprofits — either because they don’t apply for and employ one to see if it will work for them, or they obtain one and don’t use it for the many purposes they could or should.

As an affiliate member of the MA Nonprofit Network, the team at Results C & R gets great satisfaction from helping nonprofit organizations obtain and maximize their Google Advertising Grant to support achievement of a variety of objectives. Want to learn more? Set up a complimentary time to chat today! And, check out these two additional resources:

Watch A Video About A Google Nonprofit Success Story.

Read More About The Benefits Of A Google Nonprofit Ad Grant.

Being Found on Google, digital marketing agency, Google Ads, keywords, marketing best practices, Marketing Planning, online advertising, online presence, paid search, pull marketing, search terms, SEM, Target Marketing, User experience

Why It Pays To Be Responsive, Particularly When It Comes To Google Search Ads

There’s little downside that we can think of to being responsive. When not used in a digital marketing context, being responsive means to “react quickly and positively.” Responsiveness, and therefore, the ability to be flexible and adapt, is usually a much-envied attribute or characteristic, whether it pertains to a person, product, or service.

While we encourage our readers to be responsive on all fronts, given the nature of our business and our blog’s following, this particular post’s intent is to address responsiveness as pertains to the world of online marketing & presence. To be responsive in the digital marketing world means to present the digital content in-question in a fashion that makes it presentable (from an appearance standpoint), logical, legible and appropriate, regardless of the device on which the information is served up or viewed.

It used to be, as recently as 15 years or so ago, that when new websites were launched, the developer and/or the owner of the site did not give as much attention to the “responsiveness” of the website, i.e., how website page content would appear when viewed on a SMART device (devices that can access the internet) such as a mobile phone or tablet. Today, any web developer worth his or her salt would never launch a website that isn’t responsive to the various devices that might access it. And, most content management systems like WIX, Weebly, WordPress, Square Space, and Joomla, are designed to ensure that sites built and launched in them are mobile-friendly.

How and Why Google Ads Supports Search Ads That Are Responsive

Another digital marketing tactic/activity that rewards and supports responsiveness is Google search advertising, and it’s this digital marketing tactic’s responsiveness that’s the focus of this blog post.

I’ve been involved with Google Ads advertising — either in corporate roles or in my role at Results Communications & Research — for an estimated 12 years or more now. During the last 12 years, Google has continuously made revisions to its advertising platform, known as Google Ads (formerly Google AdWords), and I expect that to continue.

In the days when I first was involved with Google Ads search advertising, the amount of information you could include in a search ad — an ad that is presented at the top or bottom of search results when an individual in an advertiser’s target geography enters relevant search terms (keywords) into Google’s search engine — was very limited. If I recall correctly, there were only three lines of text and a website URL that appeared in the ad. These short ads were “static” and advertisers knew exactly what lines of text would be presented to their target audiences, and in what order the lines would appear. While Google has enhanced this advertising opportunity to include a couple of additional lines of text via two description lines, plus various ad extensions (such as what’s known as site links that appear below ads and allow for self-triaging), even these “expanded text ads” still require advertisers to set up a large # of “static” text ads within the Google Ads Manager tool in order to test various combinations of ad headlines to see which combinations are most effective as far as generating clicks or “conversions (desired visitor website behaviors or phone calls)” goes.

In 2018, Google rolled out Responsive Search Ads or RSAs. My experience managing paid search campaigns that include RSAs is that Google rewards you from an optimization, and ultimately a cost-per-click, and even possibly an impressions (frequency of serving up ads to relevant searchers) standpoint. Due to the aforementioned, you’ll see it literally does pay to be responsive.

Responsive Search Ad Served Up on Mobile Phone

I’m a big fan of responsive search ads and tend to employ them in all Google search ad campaigns for the above-mentioned performance and budget optimization reasons, but also because it ultimately saves my agency and my client set-up time. And, as they say, “time is money.” Why go thru the cumbersome, long process of setting up a number of static text ads to address various combinations of ad headlines, when Google will create and test the effectiveness of ad headline combinations for you? And, should you choose to test a variety of description line combinations as well, Google can do that for you too.

In addition to allowing for an organization to test various ad headline and description line combinations, RSAs are referred to as “responsive,” because they respond to the real estate that’s available on the device on which the ads are being shown. Sometimes, only two headlines will be served up; sometimes three.

Another reason it pays to start employing responsive ads in your Google Search campaigns now? Google announced on 8/31/21 that, as of 6/30/22, responsive search ads will be the only type of “new” search ad that advertisers can create. And, any static/expanded text ads that were created prior to this June date will not be able to be edited. So, that’s an additional incentive to start creating and using responsive ads now. Why set yourself up now, or prior to 6/22, to not be able to edit static ads you create in the future? Plus, why not get accustomed to creating responsive ads now?

Key Inputs For Responsive Search Ads

Google will serve up two, and possibly three, of the headlines you provide, along with two of your provided description lines, each time it presents a responsive ad to an appropriate searcher.

In addition to basic campaign and ad group targeting and budget inputs like geography, demographics, daily budget, and keywords, at a minimum, advertisers need to provide Google Ads with the following responsive search ad components:

  • Up to 15 headlines (30 characters or less per headline)
  • Final URL that ad clickers will land on (landing page address)
  • Display path – this differs from the above as it does not need to be a live/active URL, but rather should display the nature of the page that an ad clicker will land on, i.e., what content they can expect to find there
    • Google automatically fills in your organization’s domain; you must fill in 15 characters or less for each of the two display path fields. A display path example based on our own site: https://allintheresults.com/services/ongoing SEO. Both “services” and “ongoing SEO” are display path fields we would provide if we were running Google Search Ads and taking ad clickers to a page about our ongoing SEO services.
  • Up to 4 description lines (90 characters or less per description line) – think of this as boilerplate language that you might include in a press release, on an “About Us” website page, or in an elevator pitch.
    • We prefer to only provide 2 description lines to Google. That way we know what two description lines are appearing with each and every ad (since Google only serves up two at a time). That means the description portion of our advertising remains constant, allowing us to test the effectiveness of various headlines/headline messaging.

As you can currently do with expanded text ads, you can also set up a number of ad extensions to provide additional information about your organization. That’s a topic for another blog post, but a capability that does exist with responsive ads.

Need help preparing for next year’s June deadline related to expanded text ads? Want to brainstorm with us about how you’d benefit from running responsive search ads. Reach out today! We always welcome a good Google search advertising discussion.

digital marketing agency, Google Ads, Google Nonprofit Ad Grant, keywords, marketing best practices, Marketing Planning, online advertising, organic SEO, paid search, pull marketing, push marketing, Search Engine Optimization, SEM, SEO, strategic planning, technical SEO, website

SEM and SEO: Understanding the Difference and When to Employ Each Digital Marketing Tactic

As the owner of a digital marketing agency whose primary focus is to serve as an SEO company (a firm that helps organizations be found on Google and rank as high as possible in search engine results listings for desirable terms in appropriate geographies), I have a great passion for helping both for-profits and non-profits determine when they need to employ SEO tactics, when they need to employ SEM tactics, and when they need to employ both.

What is SEO?

So what is SEO? SEO is the acronym for “search engine optimization.” In general, when someone employs the term SEO, they are referring to non-paid-advertising tactics that are executed to support a listing with a link to an organization’s website appearing on the first two pages of Google or other search engine results for search terms that are relevant to the products, services, and solutions to problems that their organization offers. Sometimes, SEO will be modified by the terms “organic” or “technical” to indicate a large variety and number of tactics that can be implemented to support an organization ranking well “organically” in search engine results. These include, but are not limited to:

  • incorporation of high-volume search terms, known as keywords, in website content and behind-the-scenes website tags, known as meta tags
  • establishment of a Google My Business profile to support ranking well in “local search”
  • saving image/photos with file names relevant to an organization’s products, services and solutions that Google or other search engines can crawl/index

While SEO does not involve paying for advertising, there are manpower costs related to implementing one-time and ongoing organic/technical tactics, and depending on your organization’s staffing level and digital marketing expertise, you may need to hire an SEO agency, such as Results Communications & Research.

What is SEM?

SEM is the acronym for “search engine marketing” and refers to ads such as the one below that appear in the top or bottom four spots on a search engine results listing page, in Google Shopping Ads, or on other Google properties or marketing opportunities. Sometimes, you’ll hear the following terms used in lieu of SEM:

  • paid search
  • paid SEO
  • online advertising
  • search advertising
  • Google Ads or Google Search Ads (this is advertising bought related to ranking well specifically in Google’s search engine for relevant terms; you can also purchase such ads from Bing and Yahoo)
  • search text ads
  • text ads
  • PPC (pay-per-click) advertising

Organizations often employ search ads/paid search when:

  • They are in a very competitive environment, i.e., other organizations are running paid ads – causing up to four ads to appear in search engine results for desirable terms before organic search/unpaid results listings
  • They’ve only recently implemented tactics on their entire website or on a specific page of their site to rank well organically for relevant terms, and can’t wait for such tactics to impact ranking results
  • Their website or specific site pages aren’t optimized to rank well in search engine results
  • Competitor sites or other pages of an organization’s own website rank above the site page that an organization wishes to rank well for certain terms

Are There Times When It Doesn’t Make Sense to Invest in SEO or SEM?

In general, implementing technical/organic SEO tactics is a best practice. That said, the only way to know if an organization’s target audiences are actively searching to identify someone offering the services, products, and solutions that the organization offers is to conduct keyword research.

If keyword research reveals that, at least for the time-being, individuals are NOT conducting searches, relevant to an organization, then less time and money should be spent in optimizing a website to rank well organically in search results. And, it wouldn’t make any sense to invest in paid search advertising/SEM since there wouldn’t be many appropriate searchers to whom to serve up ads. In the aforementioned case, you’ll want to employ marketing tactics, such as Google Display advertising or social media advertising where you put the idea in target audiences’ heads vs. waiting for them to search for someone like you. We discussed this aforementioned strategy of creating awareness of the benefits and features of a particular product, service, or solution, known as push marketing, in our blog post “Why Keyword Research Informs So Much More Than SEO.”

As Greater Boston SEO experts, we are always here to help you identify whether SEO, SEM, or both, are the right marketing tactics for your particular organization. We assist clients in making these decisions regularly, so that they maximize marketing budgets, as well as internal marketing team’s time. And, while we never guarantee results since there are so many variables at play, we’ve helped clients, throughout the U.S., who’ve engaged our SEO agency for SEO services, appear in the top two pages of Google Search results for certain terms — when they previously hadn’t — or move from page 1 to page 2 through both SEO and SEM tactics. So, please reach out for a complimentary discussion if you need help capitalizing on SEO and SEM opportunities.

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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.

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.

Google Analytics, integrated marketing, Marketing Planning, Results Analysis, Setting Marketing Budget, strategic planning, Uncategorized

Why You Should Revisit 2019 Marketing Results to Inform 2020 Activities

I’ve repeatedly shared in this blog and on social media that my firm’s tagline is “Maximizing Results Through Research-Supported Marketing.” I will never encourage a client to start or keep doing something on the marketing front that doesn’t make sense for them, based on available data. Data on which to make decisions can be primary, i.e., a client’s data, or secondary data, i.e., data found online about others’ experiences related to particular marketing tactics or vehicles. On a related note, the end of any budget year — and for many this is the end of the calendar year — is the perfect time to look back at which of your organization’s, if any, marketing activities have worked well for you. That should inform where your marketing $$ would be best spent in 2020. Sounds like I’m stating the obvious. That it’s a “no brainer”, right?

You’d be surprised at how many organizations continue to spend money on marketing activities that either aren’t working for them or regarding which they have no idea if leads, sales, inquiries, or other desired prospective customer or customer behavior — known as “conversions” are being generated. In fact, I was prompted to write this post because I’ve witnessed both the aforementioned scenarios numerous times with prospective clients.

Now more than ever, there are so many (actually too many for this marketer’s taste) diverse marketing activities and vehicles a marketer can invest time and $ in (we’ll be discussing this further in our next blog post). A fresh, new year is the ideal time to figure out which of these have worked in the past and/or might work in the future. Because each organization employs their own specific traditional and digital marketing tactics, we can’t address each & every piece of marketing results data you should look at in this post; however, we will provide some examples below to get you thinking about the types of analyses you should be completing and why.

Even if you can’t tackle this until the new year gets underway, to maximize your 2020 marketing budget, you or your team should:

  1. Conduct a detailed review and analysis of your Google Analytics data to get a good handle on visitor activity and behavior:
    • how/why are visitors getting to your site?
    • what are they doing once they get there?
    • which marketing activities are driving traffic to your site — this particular data set is critical to figuring out where to employ marketing $$ in 2020 — using reports under the Acquisition section of Google Analytics, you can see not only if visitors are coming to your site directly vs. thru organic search (finding you thru a search engine), but you can also see if they landed on your site due to your social media post or profile website links, via e-newsletter links, etc.
  2. If you don’t have a Google Analytics account attached to your website — make it an early 2020 goal to get one set up — you can use visitor data available thru your content management system (CMS)/website platform to look at some of the data above, but don’t expect the data to be as detailed or “rich” as Google Analytics data.
  3. If you’ve been running any kind of online advertising campaigns — whether they be social media, Google Ads, or banner ads — you should be able to employ reporting capabilities within the online advertising tool(s) to slice ‘n dice results.  Or, if you don’t have access to reporting capabilities yourself, ask whomever set up up or from whom you purchased the ads to provide you with detailed reports on 2019 advertising results.
    photo of planner and writing materials

    Photo by Bich Tran on Pexels.com

  4. And, related to the above, even if you did achieve what you consider to be a significant # of ad click-thrus at a reasonable cost-per-click (this varies by the nature of the advertising, industry, whether advertising is business-to-business, or business-to-consumer, etc.) if you didn’t cause enough new inquiries/leads or sales in 2019 to achieve a positive ROI related to your online advertising, then you should revisit your online strategy for 2020.
  5. Using information available in Google Analytics Acquisition Reports or using data available within social media accounts themselves, look at likes/shares/comments of your posts. If you’re not getting any of the aforementioned engagement, on one or several networks, you need to revisit the nature of the posts you’re sharing, and if you’ve already done that a few times, maybe you shouldn’t invest so much time in those non-engaging forms of social media this coming year!
  6. If you send out e-newsletters or e-blasts via Mail Chimp or Constant Contact, use available data in those e-mail service tools to look at results like “open rate” and “click-thru” rate to determine if your efforts on the e-communications front are worth the time and associated dollars.

Need help analyzing available marketing data, want to make sure you have the right tracking tools in place for 2020, or need help figuring out what are the appropriate tactics and vehicles to be included in your 2020 integrated marketing plan? We’re data geeks, and would love to help, so please reach out!