PPC is the planning key

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There are many conflicting reports of changes Google may have made around access to its Keyword Planner. Personally I’m not finding any difficulty,  probably as I have an active account and campaign, but I know many are still experiencing difficulties.

Whatever the truth, this article by David Zimmerman published on www.marketingprofs.com, gives an interesting alternative keyword analysis method, using PPC.

And that got me thinking: If I would have to pay for a keyword research tool anyway, why not use pay-per-click (PPC) advertising for my keyword research? If I create a small PPC campaign, I can get keyword data and several other advantages, too.

Read the full article at marketingprofs.com

Lead generation is dead. Yawn.

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This blog on Bizible was published 18 months ago, but I’m highlighting it as a great example of the invention of a buzzphrase – in this case ‘Pipeline Marketing’ – to label a process that most of us have been following for years. Everything here is relevant, except the labeling.

Focusing just on leads causes misaligned goals with sales (leads vs. revenue) and media teams optimizing for cost per lead rather than true business growth.

Once you consider all this, it’s not a bit surprising that 99% of leads never convert into customers, according to Forrester.

Read the full article at Bizible.

Getting the measure of social media

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Analysing the effectiveness of social media activity can be difficult, and there are several differing views as to the best way to achieve significant results. Simply Measured’s article suggests a logical and relevant method.

Despite the challenges, a defined social media strategy combined with proper measurement can lead to real business and marketing wins — and set the structure to find the return on investment (ROI) of your social media marketing efforts.

Read the full article at Simply Measured

Content: Topics over keywords?

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Here’s a really insightful post from Hubspot, questioning if marketers should rethink their keywords strategy around content. With ever-changing algorithms and user behaviour, the discipline of search doesn’t stand still.

More significant than the way in which the search engines themselves are evolving is the way that the searcher is communicating with the search engines.

Amplified by the rise of mobile and voice search, queries have become more and more conversational.

Read the full article on the Hubspot blog

Online behaviour report; any use?

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No real surprises in this report on online user behaviour, although it does emphasise the importance of video and the challenges of online advertising.

Approximately 43 percent of users say they browse content in the afternoon because they want to take a break. You likely have these slumps in your own day – when you are working but your productivity is failing because your concentration is waning. Instead, you go online to see what’s new and maybe to check your social networks.

Read the full article on Business 2 Community

Content with SEO?

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A slightly drawn-out, but very relevant, Kissmetrics blog about how important content marketing is to SEO. Obvious, but nevertheless appropriately well-argued.

One of the popular articles that makes this mistake comes from an article in The Guardian, which states: “It looks like Google has tired of its old friend SEO and is instead cosying-up to the new kid on the block, content marketing” [sic].

It’s a cute analogy, but it’s simply not accurate.

Read the full article at Kissmetrics

Social media, picture this

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Smart Insights published this article in January this year covering a report by TrackMaven on the state of social media.

Particularly interesting is the high engagement gained from Pinterest and Instagram, which many organisations should have taken notice of during the past 12 months.

There are big differences between industries when it comes to audience size, but in large part these are probably explained by how well the industries are suited to social media . It is always going to be hard to get people to be as excited by insurance as it is by a new car or new clothes.

Read the full article at Smart Insights