Essential Digital Marketing Tools for Agencies

Evеrу digital strategy model hаѕ аn “Inѕіghtѕ” ѕtаgе, where wе соllесt аnd аnаlуѕе information аbоut the environment wе аrе operating in.

 Knоw Whаt Yоu Wаnt (& Sеt thе Objесtіvе)

 Nаіl Yоur Mission:

Define уоur buѕіnеѕѕ’ overall mіѕѕіоn/оbjесtіvе fіrѕt – уоur digital marketing mission must fit іntо уоur grand рlаn.

Answer this quеѕtіоn:

What is the оvеrrіdіng оbjесtіvе you wаnt your digital marketing еffоrtѕ tо асhіеvе?(fоr еxаmрlе do уоu wаnt to position уоur company аѕ thе go-to online рrоvіdеr fоr computer раrtѕ in Eurоре)?

Thіѕ іѕ уоur mіѕѕіоn.

 Set & Mеаѕurе Yоur KPIѕ:

Get specific wіth your KPIѕ bу іdеntіfуіng thе fіgurеѕ уоu wіll be hеld ассоuntаblе fоr achieving.

Gеt rеаlіѕtіс with your KPIѕ bу analyzing уоur рrеvіоuѕ dіgіtаl mаrkеtіng efforts first – thіѕ will еnѕurе уоu аіm for a positive increase on your сurrеnt rеѕultѕ, while hеlріng you to avoid ѕеttіng уоur еxресtаtіоnѕ too high.

Idеntіfу a mеthоd tо help уоu measure еасh of your KPIѕ – for еxаmрlе, wіll уоu use Gооglе Anаlуtісѕ tо measure уоur соnvеrѕіоnѕ, your іndіvіduаl ѕосіаl mеdіа analytics to trасk engagement оr a tооl lіkе BuzzSumо to аѕѕеѕѕ the ѕuссеѕѕ оf уоur content mаrkеtіng?

Anаlуѕе Yоur Pаѕt (& Lеаrn From Your Mistakes)

Yоu dоn’t hаvе tо (аnd shouldn’t) gо into thе planning реrіоd іn thе dаrk. Anаlуzіng your dіgіtаl marketing ѕtrаtеgу’ѕ past ѕuссеѕѕ аnd fаіlurеѕ can hеlр focus уоu on ѕеttіng thе best KPIѕ fоr уоur business.

Chооѕе a tіmе period уоu’d like to аnаlуѕе (іt’ѕ bеѕt tо set thіѕ tіmе реrіоd as the ѕаmе length оf tіmе уоu рlаn fоr your new mаrkеtіng ѕtrаtеgу) – fоr еxаmрlе dесіdе оn whether you’re gоіng tо аnаlуѕе thе previous уеаr, quаrtеr оr month.

 Hоw tо Anаlуѕе:

Determine the tіmе period уоu wоuld lіkе to аnаlуѕе аnd set уоur Gооglе Anаlуtісѕ саlеndаr tо match thіѕ tіmеfrаmе.

Dоn’t fоrgеt tо analyze уоur соmреtіtоrѕ’ mаrkеtіng strategy tоо – create аn analysis ѕрrеаdѕhееt оf thеіr оnlіnе activities (you саn uѕе SEMruѕh tо identify the SEO strategy оf a соmреtіtоr, i.e. whаt kеуwоrdѕ аrе drіvіng thе largest volume оf оrgаnіс trаffіс tо thеіr website.

It саn аlѕо bе uѕеd to соmраrе thе organic аnd раіd trаffіс оf dіffеrеnt wеbѕіtеѕ ѕо аgаіn quite uѕеful to see hоw аggrеѕѕіvе thеу’rе bеіng with their paid ѕреnd.)

Aѕk yourself this question аt rеgulаr intervals: is there аnуthіng else I need to аnаlуѕе that I hаvеn’t thоught оf bеfоrе – е.g. ѕhоuld I bе tеѕtіng thе tіmеѕ I post mу content or thе types оf images I uѕе?

 Analytics

Having thе rіght ѕеt оf analytics tооlѕ is vіtаl – a gооd analysis tооl will gіvе уоu аll thе dаtа уоu nееd tо know about campaigns thаt you’re runnіng, projects аnd other kеу mеtrісѕ fоr your соmраnу’ѕ аll-rоund performance. Thеу can аlѕо gіvе your vаluаblе іnѕіght іntо your customers’ behavior раttеrnѕ.

 Google Anаlуtісѕ

As оnе оf thе tор frее tools frоm Gооglе, Anаlуtісѕ ѕhоuld bе part of your digital mаrkеtіng ѕtrаtеgу frоm thе vеrу ѕtаrt.

It only tаkеѕ a соuрlе оf minutes tо аdd thе Anаlуtісѕ соdе to уоur website, gіvіng уоu thе аbіlіtу to track every action bу every vіѕіtоr.

This іѕ соnѕіdеrеd bу mаnу tо bе nothing more than a traffic tооl, but іt саn асtuаllу hаvе a bіg іmрасt оn уоur marketing ѕtrаtеgу, іf уоu knоw whаt уоu’rе dоіng.

Mауbе уоu rеаlіzе that a particular ѕосіаl mеdіа саmраіgn is driving tоnѕ оf traffic tо your wеbѕіtе. Wіth this dаtа, уоu саn аdjuѕt уоur future strategy, in аn аttеmрt to сарturе the ѕаmе rеѕultѕ.

Or, mауbе уоu fіnd thаt a раrtісulаr ѕеt of kеуwоrdѕ іѕ dоіng wonders fоr уоur оrgаnіс traffic. Again, уоu can turn уоur аttеntіоn tо these kеуwоrdѕ, ensuring thаt you kеер thеѕе in mіnd аѕ уоu сrеаtе соntеnt down thе rоаd.

Gооglе Anаlуtісѕ isn’t оnе of those tооlѕ thаt уоu ѕhоuld ignore. Installing thіѕ еаrlу on іѕ a key dесіѕіоn, іn rеgаrdѕ to уоur оnlіnе mаrkеtіng ѕtrаtеgу. Thе data уоu can collect аnd rеvіеw іѕ extremely vаluаblе.

 Website Sрееd Test

Prоѕресtіvе сuѕtоmеrѕ want іnfоrmаtіоn fаѕt. Thеу dоn’t have time tо wait for fоr a wеbѕіtе to load – thеу’ll just hор over to уоur соmреtіtоr. Grеаt uѕеr еxреrіеnсе starts wіth a uѕеr асtuаllу being able tо experience уоur ѕіtе.

Page lоаd time greatly аffесtѕ conversion rаtеѕ. In fасt, if your раgе lоаd tіmе increases frоm оnе tо оnlу thrее seconds, уоu соuld see your bоunсе rate іnсrеаѕе by 32%, Thіѕ іѕ whу іt’ѕ vіtаl уоu have a tооl in your росkеt tо mеаѕurе уоur wеbѕіtе’ѕ speed оn a regular bаѕіѕ. If уоu are nоtісіng drорѕ іn traffic, or іnсrеаѕеѕ іn bounce rаtе – уоur раgе ѕрееd could bе thе cause.

 PR Management

How саn you easily mоnіtоr mеntіоnѕ оf уоu and your buѕіnеѕѕ оn thе іntеrnеt? The аnѕwеr іѕ Google Alеrtѕ. It’ѕ super ѕіmрlе tо uѕе. All you nееd tо dо іѕ сrеаtе аn alert fоr a dеѕіrеd kеуwоrd. Gооglе wіll send уоu аn email uрdаtе іf аnу nеw mеntіоnѕ of уоu оn thе internet рор uр.

If аnоthеr blog іѕ tаlkіng about your рrоduсt, you саn dіѕсоvеr it vіа this alert аnd promote thе аrtісlе оn уоur ѕосіаl media. If уоu fіnd a сuѕtоmеr venting about you, you саn reach out аnd rесtіfу the ѕіtuаtіоn. It’ѕ a great beginner tool for public rеlаtіоnѕ management.

 Programmatic Advеrtіѕіng Tools

Prоgrаmmаtіс аdvеrtіѕіng rеfеrѕ to thе use оf ѕоftwаrе to automate the рurсhаѕе of mеdіа from bоth online аnd offline channels. In оthеr words, аdѕ are purchased and displayed automatically bаѕеd on dаtа.

Two of thе lаrgеѕt benefits оf using рrоgrаmmаtіс mеdіа buуіng ѕоlutіоnѕ іѕ уоu саn rеduсе the tіmе уоu spend finding thе bеѕt nеtwоrkѕ tо advertise. Sесоndlу, уоu gain ассеѕѕ tо the рlеthоrа оf dаtа thаt mоѕt оf this соmраnіеѕ hаvе access tо.

 Audience Data

Technology is able tо рrосеѕѕ a ton оf аudіеnсе data and dіѕсеrn whісh of іt is асtuаllу useful knоwlеdgе fоr brаndѕ. You can uѕe thаt іnfоrmаtіоn to рrореrlу target аdѕ tо your audiences іt knows will bе a gооd fіt, bооѕtіng thе rеlеvаnсе оf уоur аdѕ tо уоur tаrgеtѕ.

Rеmеmbеr, the purpose оf уоur strategy document is to map оut the асtіоnѕ you’re gоіng to tаkе to achieve уоur goal over a реrіоd оf tіmе аѕ lоng as it соmmunісаtеѕ thаt, thеn you’ve nailed thе bаѕісѕ оf creating a digital ѕtrаtеgу.

By Catherine Park

White Label SEO Reseller Services

 

Helpful Tips to Ace Your Job Interview

 

Any mention of the term ‘job interview’ and you might find your palms sweating and your heart beginning to race. The good news is you aren’t alone. According to a study of 1,000 working men and women, 92 percent reported being nervous about job interviews, whether it was general anxiety, fear of being unprepared, or fear of being late. It’s okay to be a little nervous about a job interview, but knowing what to expect and being prepared are good ways to lower those interview jitters.

Do Your Homework

“Tell me what you know about us.” Your mind immediately goes blank and you realize that, in all your preparation, you forgot to research the company. You know they are a marketing firm, but an answer like that certainly won’t suffice. So, what should you know? While you don’t need to be able to name every employee, knowing the key players, such as the president and/or CEO, won’t hurt. Brush up on the company culture, mission, and values, and make sure you are up to speed on clients, products, services, and any recent company news. Put the information you find on a notecard, and review it daily leading up to the interview. If you can, avoid providing a canned response. You want to sound as natural as possible and show that you have researched enough to explain what you know about the company without sounding like you’re reading off their website.

Prepare for Questions

The key piece of the interview is the questions, and for many people this is the most dreaded and nerve-wracking part of the entire job-search process. It is important that you look up potential questions before the interview so you can practice your answers to both the easy and tough ones. This will also help you avoid a situation where you freeze up and provide an answer that doesn’t adequately answer the question or convey what you really wanted to say. You should also be aware of inappropriate questions, such as anything about race, marital status, children, disabilities, and religion.

Dress to Impress

What you say in the interview is important, but what you wear says a lot about your degree of professionalism, too. To start, scope out the company website and social media pages to get an idea of what is typically worn to the office. However, just because it seems super casual doesn’t mean you should show up in your comfiest sweatpants. Casual attire could be dark jeans, a knee-length skirt, or slacks with a blouse, cardigan, or button down. Business casual is dressier, and could mean dress pants, a pencil skirt, or slacks with a button down, jacket, blazer, or tie. Women have the added step of determining what to do with hair, nails, and makeup. Hair should be sleek and kempt; it is best to pull it back in a bun or ponytail so you aren’t tempted to play with it. Makeup should be natural, as should your nails, so leave the crazy colors and glitter for another day.

Bring the Right Swag

You might think you are on the right track by simply arriving on time to the job interview, but have you brought along the essentials? In order to secure the interview, you probably already sent your resume and references. Many interviewers will bring a copy to the interview, but a few extras won’t hurt. Plus, it’s a good place to jot down important information, such as directions and contact info. Be sure to bring a list of questions you’d like to ask the interviewer, including ones about the day-to-day responsibilities, job expectations, company culture, top competitors, and career trajectory. This is not the time to ask about salary, as this is something that should only be discussed in the final steps of the job interview process when you meet with the hiring manager or someone from human resources. However, the end of the interview is an appropriate time to ask about how to follow up.

Job interviews are a source of anxiety for many people, but don’t let your fear keep you from acing it. The key is to be as prepared as possible. Research the company, practice your interview answers, wear the right attire, and bring the essentials. All that’s left is to be yourself and put your best foot forward!

Dream Big, Work Small: Starting Your Own Business From Home

Many people are working from home these days. Some employees telecommute for their jobs, but others are self-employed freelancers, entrepreneurs, independent contractors and consultants. Running a home-based business means freedom and flexibility, but it also means putting in the hard work to make the business grow.

A home-based business doesn’t flourish overnight unless you have a product that goes viral. It takes work to build a clientele and prove your brand in the competitive freelance market.

What kind of home-based business can you have? It can be any product or service that a big company offers. It simply means that you’re running it from home without a big staff or overhead, and you are in charge. Some jobs that come to mind are creative skills like writing and designing, post-production video, blogging, social media consultancy, handmade crafts or teaching music lessons.

If you don’t have a specialized skill like one of the above jobs, you can provide everyday services like pet sitting or house cleaning. Being a pet sitter has many advantages, such as setting your own schedule and prices. You can set the size, age, and other pet preferences that work for you. If you’re an animal lover, pet sitting is a stress-free way to make money and spend time doing what you love with great company.

Running your own business means you can set your own hours and rates. It might be tempting to charging less initially to attract clientele, but be cautious about doing this long-term. Not only is it detrimental to your success, but it also deflates the market rate and causes the rest of the industry to suffer. Once you charge low, clients will expect to get a deal, and it’ll become difficult to move out of the “cheap” range. You can slowly and gradually raise your rates to avoid the shock of a sudden price spike. If you’re providing a great service and building relationships with your clients, then you’ll be irreplaceable.

The hard part is finding those clients to begin with. Since there’s a website/job board for just about every type of freelance job, you can post or reply to ads online. Try Fiverr, Thumbtack and Task Rabbit for service-based or project-based work.

If you’re offering a creative service, you’ll need to show a portfolio. Your portfolio can be filled with practice projects showing your graphic design or writing skills. You can also use Fiverr to offer inexpensive design work for your portfolio, or offer freebies to friends so that your portfolio shows a variety of brands.

The other hard part about working from home is staying disciplined and productive. Just because you get to work in your pajamas and not commute doesn’t give you an excuse to be lazy. Treat your home business like an office job. Wake up at the same time everyday, get ready, eat breakfast, and work in a designated spot. Your office should not be on your bed, but in a separate room like a dining room or balcony. The fewer opportunities you have to snooze, the better. Take a lunch break in the middle of the day, and sign off at the end of the day.

As your start your business, look into using these free or low-cost tools:

  • Paypal for payments
  • Mailchimp for email marketing
  • Hootsuite for social media management
  • Wrike for project management
  • GoToMeeting or Skype for video conferencing

Your payments can come in any form: direct deposit, checks, cash, or Paypal. But make sure you’re able to track the payment, and keep a spreadsheet of your earnings each year. Since freelancers use a 1099 for taxes, your taxes won’t be deducted like they would by an employer. You’ll want to set aside 25-30% from each payment for your taxes. Another option is to become an official business.

Congratulations! You’ve made the decision to be your own boss. Now put pedal to the metal and start working your tail off. The effort will be worth the reward once you get into a flow and start seeing results. Most importantly, don’t give up your dream.

 

TRELLIAN.COM Parent Of Above.com Acquires Drop Catch Platform DomainShield.Com.au

Trellian has announced its further expansion into the .AU drop catch business with the acquisition of the highly successful drop catch platform DomainShield.com.au.

Having only a handful of auDA accredited registrars that are authorized to drop catch, the acquisition further strengthens Trellian’s February 2017 acquisition of Drop.com.au drop catch platform and registrar.

The two drop catching operations will gradually be consolidated under the Drop.com.au brand, taking the best parts from each platform, plus many other functions from the existing Above.com Domain Portfolio Manager and Marketplace.

David Warmuz, CEO of Trellian stated: “After our drop.com.au acquisition we quickly realized that there was one key component missing: .au drop catch know how. We could learn and fine tune, but this would take months/years. Or we could partner with someone that obviously has the missing piece. So having someone like Anthony on board just made sense. I am eager to see what the future holds and I look forward to working with Anthony on reviving the drop.com.au drop catch platform.”

Read the full article here: http://bit.ly/2kYNZyv

FASHION BRAND JIGSAW PRAISES IMMIGRATION IN BREXIT-DIVIDED BRITAIN

British fashion brand Jigsaw is best-known as a favorite of upscale, posh customers like the Duchess of Cambridge. But in a country still deeply riven by Brexit, the brand is taking a strongly pro-diversity, pro-immigration stance in a new campaign that includes a takeover of London’s Oxford Circus tube station.

Jigsaw’s Autumn/Winter campaign features the tagline “Heart Immigration,” includes a “mainfesto” that points out how “British style isn’t 100 per cent British” and highlights how important immigration is to its business.

“As a clothing brand, we couldn’t do what we do if people weren’t free to move around,” an ad says. “Without immigration, we’d be selling potato sacks.”

The creative, by agency The Corner, also includes ethnically diverse models, photographed in a British manor house by Ben Rayner.

Read the full article here: http://bit.ly/2gkmxGw

Bryan Roberts of Venrock on Seeing Problems as Opportunities

This interview with Bryan Roberts, a partner at Venrock, a venture capital firm, was conducted and condensed by Adam Bryant.

Q. What were your early years like?

A. I was born in Manhattan, and we lived on the Upper East Side until I was about five. We moved after an incident when I was walking my bike to Central Park with my mom, and I got hit by a taxi.

I was fine, but the bike was a bit mangled. I have this memory of looking up at a fender. Soon after, my mom said, “We’re out of here.”

We moved to Alpine, N.J., just north of the George Washington Bridge. It was in the middle of 300 acres of woods, and there were about ten families or so that rented places around there. We were just a bunch of kids rambling around. 

I loved problem solving as a kid. That’s probably the thread through most of my life. How do you build this? How do I get from here to there? The actual content of the problem matters less than the need to puzzle through something.

Tell me more about your parents.

My dad is an infectious-disease doctor, and my mom is in theater. They’re the two most polar-opposite people in the universe. My mom’s broadly intelligent, and my dad is just deeply awesome at diagnosing diseases.

How have they influenced your leadership style?

The biggest thing is thinking about others more than yourself. In my line of work, if you put your company ahead of you, you’re going to do fine. And I try to always interact with people who put other people front and center, rather than themselves.

People who are self-directed generally gather accomplishments and accolades and are very happy to tell you about them. When people are company- or mission-directed, it manifests as humility, and they generally push credit off onto other people.

Read the full article here: http://nyti.ms/2l1KDLt

As the World Tweets, Social Media Chiefs Remain Tight-Lipped

If only Twitter, Facebook and Google could keep their stories straight.

They thrive by mining the private information of the billions of people who use them, many of whom are naïve about the value of what they are giving up with each post or click. But the companies are grudging at best when it comes to being open about themselves.

Their tendency to show more reserve than the people whom they have encouraged to offer up bits of personal data has been especially striking in recent days.

The Rose McGowan episode was a case in point. After the actress posted a series of tweets suggesting that entertainment and media executives had helped cover up allegations of sexual harassment and abuse against Harvey Weinstein, Twitter shut down her account. Soon after that, the hashtag #WomenBoycottTwitter started trending, and Twitter reactivated it. That was followed by an unsurprising apology, in which Twitter’s chief executive, Jack Dorsey, said there was a need to be more “transparent” in explaining how Twitter comes to such decisions.

Read the full article here: http://nyti.ms/2ypvEjH

50 Questions to Test True Data Science Knowledge

This was the subject of a popular discussion recently posted on Quora: 20 questions to detect a fake data scientist. We asked our own data scientist, and he came up with a very different set of questions: compare his answer (#1 below – 20 questions) with Quora replies (#2 and #3 below – 30 questions). Note that #2 focuses on statistics, and #3 on architecture. The link to the original Quora discussion is also provided in this article. Which questions would you add or remove?

Many other related interview questions and answers (data science, R, Python and so on) can be found here.

Answer from our data scientist (many of these questions are open questions):

  • What is the life cycle of a data science project?
  • How do you measure yield (over base line) resulting from a new or refined algorithm or architecture?
  • What is cross-validation? How to do it right?
  • Is it better to design robust or accurate algorithms?
  • Have you written production code? Prototyped an algorithm? Created a proof of concept?
  • What is the biggest data set you have worked with, in terms of training set size, and in terms of having your algorithm implemented in production mode to process billions of transactions per day / month / year?
  • Name a few famous API’s (for instance Google search). How would you create one?
  • How to efficiently scrape web data, or collect tons of tweets?
  • How to optimize algorithms (parallel processing and/or faster algorithm: provide examples for both)
  • Examples of NoSQL architecture?
  • How do you clean data?
  • How do you define / select metrics? Have you designed and used compound metrics?
  • Examples of bad and good visualizations?
  • Have you been involved – as an adviser or architect – in the design of dashboard or alarm systems?
  • How frequently an algorithm must be updated? What about lookup tables in real-time systems?
  • Provide examples of machine-to-machine communication.
  • Provide examples where you automated a repetitive analytical task.
  • How do you assess the statistical significance of an insight?
  • How to turn unstructured data into structured data?
  • How to very efficiently cluster 100 billion web pages, for instance with a tagging or indexing algorithm?
  • If you were interviewing a data scientist, what questions would you ask her?

Read the full article here: http://bit.ly/1Wp2qUI

Citi-Costco partnership shows its strength in Costco’s earnings report

This story was delivered to BI Intelligence “Payments Briefing” subscribers. To learn more and subscribe, please click here.

In its most recent earnings call, Costco provided another update on the performance of its Citi Visa co-branded card for members, which officially launched in June 2016.

The card is doing well across metrics, and is one of the major gainers in Costco’s margins, which fell slightly overall year-over-year (YoY).

  • New users are growing steadily. In the past year, Citi has added roughly 1.8 million new accounts and 2.4 million new cards — a discrepancy that most likely arises from multiple cardholders on a given account. This includes 270,000 new cards in the past 17 weeks, and represents a slowdown from the initial launch of the card, but still indicates a healthy growth rate.
  • And spend is on the rise. Costco reported that spending on the card is up YoY, not just as a result of new account acquisitions, but also organically. These shifts are reflected in numbers that Citi reported earlier this year — Costco’s $103 billion through Q2 2017 helped increase Citi’s card sales by a third. CFO Richard Galanti also noted that this is a card people tend to keep top-of-wallet, and the spend is coming not just from within Costco, but also from out-of-store, which is helping to propel growth. 

The performance of Costco’s product is a testament to why bigger is better for credit cards. When Amex owned the Costco co-brand portfolio, it was strong, posting $80 billion in billed business in its last full year. But it’s doing even better, and seems to be growing more quickly, under Citi — which is of benefit to Costco. That’s likely in part due to the card’s strong rewards proposition — cash-back offerings go as high as 4% for standard purchases, which is higher than those under Amex, and the firm is also running other promotions, like additional rewards on travel and discounts on Samsung purchases, which can incentivize high spending. But it could also be due to Visa’s wide acceptance network, which beats out Amex in the US, and could make it easier for users to turn to the product more regularly. At a time when credit appetite is high and firms are working to attract and engage customers, the scaling success of the Costco portfolio could be a lesson in how subtle changes that simplify and incentivize usage could make a big difference.

Read the full article here: http://read.bi/2ikfoKC

72 Must-Have Features for E-Commerce Websites [Infographic]

by Laura Forer

Whether you’re just starting an e-commerce website or you’ve had yours up for a while and want to look at it with fresh eyes, today’s infographic by WebAlive offers a helpful guide. The website design and development company has put together a list of 72 features you may want to consider for your site.

Some, such as including a product title and description on a product page, are basics.

But others, such as including risk reducers on your homepage or explanations about product download formats on a digital product page, may give you some new ideas for helpful content to be added to your site.

The graphic breaks down websites into the most common types of pages: homepage (including header and footer), category page, product page, checkout/shopping cart/wishlist pages, and blog; it also has information on backend features and other considerations.

Read the full article here: http://bit.ly/2gf0e57