With all the data available to us as marketers, sometimes it can be overwhelming to know what to look at and when to look at it. Of course, all of this depends on your marketing team’s priorities for the quarter, but there are a few major metrics we monitor on a recurring basis with our clients here at IMPACT.
SEO is constantly changing and marketers often have trouble keeping up with the latest updates, but one thing that isn't changing is the value of your buyer persona finding you through organic search. Google updates its algorithm hundreds of times per year. It can feel overwhelming to keep up with all of these changes - and to know what to put the majority of your focus on. Luckily, we’ve pulled some of the most important stats to help you make digital marketing decisions in 2018.
Being that I've made the trip three times, I’ve had enough experience at the INBOUND that I feel I have a few tips to share - for first timers or seasoned veterans. There are tons of articles on how to network at events, but INBOUND is so different, I feel like none of the articles I’ve read are applicable. You may not grab the business card of everyone you meet, but conferences like this are not about that. What I’m suggesting is that you stay open to meeting as many people as possible, take home some great pieces of information (a free Website Throwdown at the IMPACT booth is a great place to start), and, overall just have a great time. So, what are some real ways you can break the ice this year at INBOUND without feeling awkward, you ask?
With so many digital marketing tools out on the market, sometimes it can be most effective to combine their powers to get the best results. Luckily HubSpot has been stepping up their integration game, making more and more native integrations available in the past few months. In 2017, HubSpot has added about 18 integrations so far including Databox, Olark, and Enthusem (both IMPACT clients). This means your marketing tools and HubSpot are even more powerful as they can share information and speak to each other. The latest addition, email marketing tool, Sigstr is no different.
In every state (even one as small as Connecticut), there’s bound to be a list of marketing and business events worth your time. These opportunities to connect in-person with like-minded professionals are invaluable. You may meet a new business partner, future employee, mentor, or even friend who could help you take your career and organization to the next level. That’s why no matter when your busy season, you need to make time to meet new professionals in your area and expand your marketing and sales knowledge through events.
Google’s featured snippets have been around for some time now - since 2014 to be exact. Featured snippets, sometimes referred to as “ranking #0,” are the short pieces of content that Google pulls from web pages and puts into a box above the ranked web pages (but below the ads) in order to help answer the searcher’s query faster and more effectively. Listen. I know you’ve been trying to rank #1 and this may seem like a whole new mountain to climb, but ranking in Google's featured snippet box is not as tricky as you may think.
Backlink strategies have been an important part of online marketing for a long time now. They help improve your website's traffic, rank, reputation, and even relationships. Though the effectiveness of quality backlinks to your site has not changed, the methods in which you get them has. Successful digital marketers incorporate backlink strategies into their overall marketing strategy, building links on sites not only with high authority, but also meaning to their personas.
Once all of your marketing initiatives have effectively paid off in generating qualified leads, eventually the chips fall in the lap of the sales team to earn the client's trust. The need is there, so is the interest. All that's left now is the decision. Will the client make the investment?