Summary In today's episode, I walk through what I consider the most cost-effective SEO software for keyword research, competitor tracking, and site auditing, answering a viewer question from Paul. Here's what this means for you. You get a vendor-neutral framework for trialing SEO tools so you stop paying for features you never actually use. You'll…
Kourtney asks, “How can you use YouTube for organic marketing?” YouTube is a search engine. Start by thinking of it as a search engine, rather than a video channel or a social network, even though it’s also those things. Let’s walk through some of the basic tips; be sure to take my free Video SEO…
Genevieve asks, “What tips would you give to someone wanting to start a podcast?” Having been a podcaster since 2005, I have so many. Let’s start with the basics. For business, have clear, measurable goals. Start small. Your smartphone and a $40 headset or mic are good enough. Your first 10 episodes will suck. Acknowledge…
Rob asks, “What writing samples should I have ready if I’m applying for jobs in the PR industry?” Disclosure: I no longer work in the PR industry, and even when I did, I was doing marketing technology. It’s possible things have changed. PR is fundamentally about helping lesser known companies become known, and improving the…
Sandie asks, “How do I speak to my buyer at the right stage in the journey?” This is a terrific question that has three parts. First, we must categorize all our customer communication in each stage of our buyer’s journey and run text mining analytics on it to understand what they say at each stage.…
Kathy asked, “How do you make daily video content? What’s the process?” This process has been iterative – it’s not something I came up with all at once. Below is the outline; if you’d like a printable PDF version, just click here. Can’t see anything? Watch it on YouTube here. Listen to the audio here:…
Pradeep asks, “Even after making the most calculated decisions, we have seen that Digital Marketing Strategies may fail due to improper implementation or a possible disruption in the Market. What is the best way to redesign the strategy when your previous strategy has failed?” We use the hierarchy of analytics to determine the cause of…
Sandie asks, “How often should I report and adjust my marketing campaigns?” We marketers should report on our campaigns whenever we’re asked to by our stakeholders. We should have internal reporting that’s near real-time so we can spot anomalies. In terms of pivoting, we should pivot once an action cycle has passed. Action cycles are…
