Knowing your target audience and what they want is a key to success when it comes drawing in customers.  Going along with knowing your target audience is understanding how to separate them into different groups to better understand how and why they come to your business.  Using Panera Bread as an example, you could split […]

A/B testing

Using Google optimize to create an A/B test is a great way to determine what things on your website work well and what things can be changed to be more effective in attaining your goal.  A test I think we should run is seeing whether or not moving a video from the middle of a […]

SEO Focused Content

Using SEO focused content will help your content be found organically when potential customers are searching for products and services similar to yours.  A content brief helps guide a writer to form content in a way that meets the needs of their campaign.  Kameron Jenkins talks about the importance of SEO focused content briefs in […]

Reporting on a website

When reporting on trends in your campaign, there are many tools that are available to be used.  One of the most important tools one could use is the URL inspection tool.  This tool can be used to troubleshoot problems with the URL and report any problems that come up with the URL.  Developing a strong […]

Paid vs Free Keywords

Both organic and paid keywords are important to the success of a business’ marketing campaign.  Each of these techniques provide a different outcome.  For example, organic keywords will continue to put you and your business in front of the customers 24/7 but it takes a lot of time and effort to find the right keywords […]

Audience Targeting

Having a set audience is crucial for creating a successful advertising campaign.  Without the knowledge of who your audience is, it is difficult to figure out how to cater to them and what they find interesting.  There are four types of campaigns one could run to gain the attention of or retarget consumers.  These four […]

Tracking User Data

Tracking user data is an extremely controversial subject regarding how companies advertise.  Many people see this practice as an invasion of privacy and shady on the part of the company using this strategy.  Even though many people do not like this practice, it provides extremely useful information for businesses marketing teams.  Using the data collected […]

Proactive v. Defensive

Corporate businesses have few options when it comes to interacting with customers and responding to events in their business.  When something bad happens to a brand, for example a bad allegation, it is in the company’s best interest to respond to the allegations and fix the situation they are in.  Creating positive content is a […]