Biznology

Why don’t more marketers use keyword research?

Biznology

Any individual can do keyword research with readily available tools such as Google’s Keyword Planner or Trends. So the first step in any keyword research program is to build a central database of keywords and develop governance around them.

6 types of content your readers hate

Biznology

Even if you have shocking information to impart, let the content speak for itself. Probably not—unless a major university or organization has conducted research to back up your claim. While creating content, look for well-respected publications that publish research on the topic.

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New Year’s resolutions for digital marketers

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But they use data to inform and improve what their instincts suggest. Have you tried researching your product or service with “ the beginner’s mind “—or better yet, watched actual customers do the same?

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7 key roles in digital marketing

Biznology

SEO is first and foremost a market research discipline. Using keyword research, SEOs look for opportunities to connect with their target customers. This is sometimes called information architecture (IA) or client experience (CX).

How to reach your customers at work or at home

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StiristaLINK’s files are pretty sizable: 20 million B2B profiles are enhanced with consumer information, and 55 million consumer emails are linked to a B2B profile. To validate the match, they conducted research into a sample of the linked records, and found a 97% accuracy rate.

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Five habits of highly-effective entrepreneurs

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Since birth, 918 New Zealanders (now in their 40s) have been the source of data for a research project looking at the relationship between genetic profiles and success , cleverly dubbed the “success gene theory.”

11 inspiring case studies of digital transformation

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Glassdoor used its data for labor market research in the US; a portfolio of Fortune’s “Best Companies to Work For” companies outperformed the S&P 500 by 84.2%, while a similar portfolio of Glassdoor’s “Best Places to Work” outperformed the overall market by 115.6%.

Why account-based marketing is a game changer for Japan

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I am defining ABM as “strategic marketing that aims to maximize sales revenue from defined target accounts, by integrating customer information within the organization and aligning marketing and sales.”.

5 tips to help you make business decisions that get results

Biznology

Collect all of the basic information that impacts your business. It’s essential–you don’t want to miss important information that might impact how you run your small business. It’s also good to gather information so you can eliminate opinions that others have when you present the facts.

50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( 96% of consumers have searched for product information from their mobile device. 94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store.

Five levers of relevance for digital authors

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In the case of information, the work involved requires cognitive effort. This is why I emphasize keyword research to understand topics of interest to our audience. Keyword research gets you in the game, cognitive levers help you win it.

10 Marketing trends to watch for 2017

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Be sure to follow this trend and look into tools that will help you process all of the valuable social analytics information that is out there, waiting to be mined.

Why walking meetings can be wonderful at work

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Other research shows that the act of walking leads to increases in creative thinking , leads to more honest exchanges with employees , and are more productive than traditional meetings. Clearly, the research into walking meetings shows that there are many benefits to it.

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Increasing customer engagement with videos just got easier

Biznology

A similar approach to increasing engagement is to make the key information in your videos easier to find. Increasing customer engagement with video is not the same as upping the level of charm in the video. It’s getting the customer involved.

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How to get 67% more revenue opportunities using LinkedIn and not just leads that go nowhere

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The people who said “yes” to a call were just looking for free information, to network, and maybe refer the company. This shotgun thinking assumes that getting the sales information “out there” may eventually lead to a sale.

How to use customer data to develop marketing insights

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In fact, small businesses can and should collect valuable customer information, just like big businesses. Basic Contact Information. Ideally, you’re gathering the contact information from people before they become customers.

To get the best prospecting data, use a broker

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Use your market research, audience profiles and personas—whatever richness you can add to the description and the marketing strategy. Build in enough time for the broker to research your options and prepare a recommendation for you.

Earned-media micro-influencer marketing primer

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We’re researching influencers now with the goal of collecting 6,000 long-tail micro-influencers for our next campaign at Gerris. In my humble opinion, modern influencer marketing is traditional public relations pitching corrupted by huge Madison Avenue advertising money.

Search: The art and science of identifying your target audience

Biznology

And if they don’t act accordingly, at least you have the data, research, and insight to back up your investment decisions, right? Think about it: how often do you search using something like “I am a CMO with fourteen years of experience looking for information related to digital marketing”?

Socialize your videos for business development

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Buyers crave the information and new ideas that your subject matter experts can share. Packaging your SMEs in two-minute — or thirty-second — chunks will provide a long-lasting research resource for future buyers.

Are you using your website search as customer research?

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Using that information to plan improvements to the content on that page is one of the fastest ways for you to improve the page. For information on all my online courses, click here. The post Are you using your website search as customer research?

Credible or not? 5 questions to evaluate research sources

Biznology

It linked to a blog post covering a topic I’ve been researching for a client, and the study it cited is just what I need to prove our point. When researching your next piece of content, ask yourself these five questions before citing any data, statistics or expert assessments.

Branded content just another shade of fake news?

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A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand built audiences by attracting informed search to valuable, relevant content. Remember blogging for business? Better still blogging by brands?

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Do you need different kinds of video for sales enablement?

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CSO Insights research director Tamara Schenk , an authority on sales enablement, has noted that salespeople often complain that the content they’re given to work with is too product-oriented.

The crisis of message credibility and impact on brands

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Geoffrey Nunberg , a linguist at the University of California, Berkley School of Information , emphasizes that “words must be exactly right when describing statements that fall short of the truth.” Our world is more passionately polarized than ever.

Brand 53

4 tips to improve your YouTube channel

Biznology

Support customer research. This makes it important to select keywords that are relevant to people who want to find new information. Another goal of your YouTube video is to send fully interested prospects to your website to get more information about what you offer.

5 reasons B2B firms should invest in social media

Biznology

Where buyers used to rely on conversations with sales people or subject matter experts to help them understand their problems and ways to solve them, they’re postponing one-on-one communications and doing much of the research themselves. Research.

Brand 35

Let the market view in

Biznology

They have a point of view, are comfortable with their perspective and only accept information that confirms their opinions. In addition to an over reliance on biased but readily available information, many marketers suffer from an “internal out” view of the world.

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Content marketing personalization: know your audience

Biznology

Popular tools and concepts you’ll hear about include voice of customer (VOC) research, creation of customer persona, and developing customer profiles. As you can imagine, this is incredibly valuable information. Let’s face it: if you’re not doing the research, you are guessing.

Your team is the best content source for search

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You already can write you and your buzzwords and all the stuff you’ve learned from your expensive and extensive keyword research, so don’t. If there’s anyone in your world who can pass the duck test , it’s your employees.

How long should your online business video production be?

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We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. As most B2B sales need human interaction, once that prospect is talking to you in person, their research continues.

Promotional products: making them effective branding tools for your business

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Research Shows the Positive Impact of Promotional Products for Businesses. They publish this research to help companies understand the power of promotional products as part of their advertising and marketing mix.

Why you should consider centralizing your search keyword lists

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Every major function in marketing and communications needs keyword intelligence to do their jobs: Market researchers need the right keywords to listen to the whole conversation and find the most influential voices in it. Photo credit: Wikipedia.

Social media marketing isn’t a popularity contest

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McKinsey & Company’s research highlights examples of the 3 core marketing elements for reaching your followers on their social consumer decision journey.

Why SEO is just the start for digital marketing

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Of course, some will take the valuable information you’ve offered and you’ll never hear from them again. Your goal isn’t to publish valuable information for free. Your goal is to gain trust and build or strengthen a relationship by publishing valuable information.

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B2B Marketers still struggle with lead nurturing

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Granted, these words were put in their mouths by Bizo researchers, but it’s troubling that the power of lead nurturing still seems to be under appreciated. The tone of the messaging needs to be informative and helpful, instead of sales-y.

10 case studies show how web analytics prove ROI

Biznology

Research helps make decisions like whether target keywords should be “golf apparel,” “golf clothing,” “golf clothes,” or “golf sportswear.” As a result of the research, Nike Golf sees a 169% in total increase in organic search traffic.

Six strategies behind the trend in B2B client conferences

Biznology

SiriusDecisions, the marketing consulting firm, views its popular Summit as a place to deliver fresh research to its clients, as part of its paid advisory service. Our value proposition is convenient access to useful information,” says Gillespie.

The best automagical Twitter following tools for your business

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If you haven’t read them yet, be sure to check out Social media content discovery and curation for the win , Your social media marketing automation solution , My online influencer research and engagement process , and Tools I use to amplify social campaigns.

Essential SEO advice directly from Google

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