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How Goals Impact Your Marketing Strategy and Budget

goals matter in web marketing

Comparing services from one SEO provider to another can get tricky. One provider might outline a strategy that is more heavily focused on organic SEO, while another might lean more heavily toward social media marketing. The costs between the two might be roughly the same, but each option will produce very different outcomes.

Going a step further, you might get proposals for two strategies that each include fixing site architecture issues and building a content strategy, but the pricing will be vastly different. Why?

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The Long, Hard Slog of Building Website Authority

building website authority

Despite what we often see in the movies, championships aren’t won overnight. They are an accumulation of many, many hours of practice. 10,000 hours to be (in)exact.

In his book, Outliers, Malcolm Gladwell talks about the “10,000-Hour Rule.” That’s (roughly) the number of hours it takes in order to become an expert in something. Of course, like all “rules,” this one comes with a degree of skepticism and studies disproving the studies. Yada, yada, yada. But I think we can all agree that Michael Jordan wouldn’t be the great player he was without the thousands of hours he invested in practice long before he even came to the NBA.

When it comes to web marketing, however, businesses often think that they can skip the “practice” and move their site into “expert” status just by throwing money into it. Money may get you the resources to get there, but you still have to put in the time.

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Must-Have Information to Set Digital Marketing Benchmarks for Success


Digital marketing benchmarksBefore we embark on any new web marketing campaign for a client, we try to establish some benchmarks. We ask the client to provide some baseline information that will help us measure improvements and providing proper attribution going forward.

The questions below help establish benchmarks for sales, traffic and conversion improvements as the campaign moves forward.

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Sorry Mobile Converts, The Desktop Still Matters


desktop still matters

I’ve been writing a lot about mobile marketing and optimization lately primarily because of it’s importance in the search landscape. If your site isn’t mobile-friendly, you can be missing out on a lot of valuable traffic. But while I have a mobile-first philosophy when it comes to web design (not to be confused with mobile only), I maintain a healthy respect for desktop marketing. Why? Because it still matters!

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Web Marketing Agency vs In-House: Weighing the True Value of Time

In-house marketing vs agency -Weighing time

They say that time is money. As cliché as it is, it really is true, especially when it comes to digital marketing. To get anywhere in digital marketing, your company has to invest a good chunk of time. And, yes, that time costs money. If you hire someone in-house, you have that person’s salary, benefits, paid time off, etc. And if you hire an agency, you are almost always paying based on the amount of time that agency is putting in, whether it is calculated in hours or x amount for a certain number of months.

In either case, the time invested in your web marketing is limited by your marketing budget. So conventional wisdom would say to choose the option that gives you the most amount of time for your budget. In that case, it’s better to hire in-house because, generally speaking, the agency “team” only give you about 1/3 of the hours of a single full-time employee for the same cost you can generally hire a full-time person for.

Unfortunately, though, deciding whether to go with an in-house marketer or an agency isn’t as simple as figuring out how many hours you will get for that budget. There are many other variables at play.

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Does Your Digital Marketing Team Take Directions?

digital marketer take direction (1)

It’s not uncommon for a web marketing strategy to shift from its initial goals and deliverables once the campaign gets under way. In my experience, it’s not out of the ordinary for a client to decide they want to focus on something other than what the web marketing team set out to do. While any such change in direction certainly comes with risks, there can also be rewards.

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Questions Your Web Digital Marketing Agency Should Have Asked

digital marketing client questionnaire

As strange as it may sound, not every web marketer is focused on their client’s needs. Quite often, they focus on web marketing “results” alone. In doing so, they forsake the core messaging that makes the web marketing campaign more than a superficial success.

In order to align the digital marketing with a company’s core principles and strengths, it’s important for them to get some deeper client knowledge before going full-steam into the campaign.

The questions below are the ones we ask our clients to ensure that we move in the right direction with keywords, content and–most important–site messaging. It ensures that we develop the highest quality content that is a match for visitor intent and expectations.

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3 Ways to Defeat Your Big Brand Goliaths

competing against big brands

We all have them: That one competitor that has been around forever, has a household name and is, well, unbeatable. Or are they? Just like Goliath in that classic Bible story, even big brands have weaknesses that your “David” of a brand can take advantage of. Find out how in my latest Marketing Land article.

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