Madalyn asks, “Are there any must-have tools in your marketing toolbox?” So, so many! I couldn’t do what I do without the tools I use. Let’s look at the gallery by functional role. Content Distribution: WordPress, Mautic, the various social networks, YouTube, Libsyn SEO: AHREFs, Google Trends, Google Search Console Analytics Data: Google Analytics, Talkwalker,…
Michael asks, “Have you heard of augmented analytics (defined by Gartner)? It seems to me it means your job will get easier in the short run and you’ll be out of business in the long run – if you believe it. I’d be interested in your comments on it.” Augmented analytics is what the rest…
As I get older, my dislike of crowds increases, and nowhere is that more true than the many wood-fired pizza restaurants nearby. Their pizzas are good, but the ambient noise is approaching a roar at popular dining times, and price-wise, the juice isn’t worth the squeeze. So, it’s long past time to learn how to…
Stephanie asks, “How should marketers measure the performance of content that is not web pages?” This is a very straightforward task that requires you to do two things: first, establish what kind of measure it will be (pageview, goal, etc.) and then create the infrastructure in Google Tag Manager. The best, preferred, and most scalable…
Stephanie asks, “How can you use Google Analytics to track non-digital marketing like billboards and other real world marketing?” You’ll want to use a combination of two techniques: UTM tracking codes and custom subdomains in your DNS. Watch the video for the complete explanation of how to set it up, what software you’ll need including…
Stephanie asks, “What’s the difference between buyer personas and target audiences, in the context of content marketing?” Buyer personas and target audiences/target markets are frequently used terms in digital marketing, but when done properly are not interchangeable. Watch this video to learn the differences, why one costs much more than the other, and where to…
Stephanie asks, “Is your paid traffic outperforming your organic traffic? Or vice versa?” This is a bit of a misleading question, in the sense that it implies you want to focus on one more than the other. The real goal is to evaluate the synergy of paid and organic traffic working together. As the cliche…
Andrea asks, “How can you determine what segments to evaluate in Google Analytics?” If – and this is a big if – you have the segments you want to evaluate set up in Google Analytics, and you have goals and goal values defined, then you can evaluate segments based on their business impact. Watch this…
Stephanie asks, “What’s the first thing you should do once you have #GoogleAnalytics set up on your website?” During the CMWorld Chat yesterday, folks had some terrific questions, so we’ll be tackling each of these in the next few episodes. When it comes to Google Analytics, there’s only one thing you should do immediately after…
Jeff asks, “What framework and strategies would you use to market hemp and CBD products?” Due to the number of restrictions on this class of product, you’ll have to take an approach used by other drug manufacturers and pharmaceutical companies. There are three fundamental strategies you can use successfully. Watch the video for full details.…
