According to Newton, what goes up, must come down. With over 10 years of steady economic growth behind us — following The Great Recession — many economists share their predictions of what lies ahead… namely a slowdown in economic growth. With the lowest unemployment rates in history coupled with strong consumer spending, businesses have invested in marketing. Recently, due to international uncertainty and political instability, the economy has wobbled. So it’s time to remind ourselves about following economic trends and more closely managing our marketing budgets. Because who knows what’s around the corner.
A fundamental step in creating a successful digital marketing strategy is understanding the competitive landscape. There’s a new buzzword on the block… competitive intelligence. While not necessarily a new concept (born in 1970s), it’s gaining popularity in the C-Suite. March 27th will bring the Competitive Intelligence and Product summit to San Francisco. So we think it’s a good time to take a look at what Competitive Intelligence actually is.
At Spectrum we believe it’s important to create quality content. That’s why going forward we’re going to be reducing the amount of content we share. Instead of writing for Google, to keep the SEO gods happy, we’re going to start writing content that we would want to read, aimed at our customers.
Web browsers have developed a great deal in the last few years. Now with Google Chrome dominating the market it’s strange to think that not that long ago most internet users were using Internet Explorer. One of Chrome’s great features is that you can add plugins into your Chrome interface, so, much like a smartphone, if there’s a feature missing you can probably add it yourself. Here are some of our favorite chrome extensions that we use on a day-to-day basis that help us be better digital marketers.
Do you need a content calendar? In short, yes. We think so. If you want to blog, even semi-regularly, you should have some sort of plan to ensure that your content keeps on track, you keep your sanity and that your writing fits with what the rest of the business is doing. So how do you build a content calendar?
In the world of content marketing ‘best practices’ are king. We’re as guilty of it as anyone. 7 Top Tips, 13 Best Kept Secrets. And on and on. There are lots of ways to write a best practices article because there’s an almost limitless list of best practices for anything, nothing more than website design. But are they really best practices?
A lot of content created for content marketing purposes is glorified sales copy. Subtlety is not always valued in businesses, and if you’re writing for a sales brochure you don’t want to hide your light under a bushel. Loud and proud is the way to go. But if you’re writing four or five blog posts a week, countless social media posts, white papers and infographics, you can afford to be a little bit more obtuse.
A sale shouldn’t end when the customer walks out of the door/ hits the checkout button. If you want customers to come back, you should be offering some kind of aftercare, whatever the product or service you provide. This is why in recent years we’ve seen a change of approach to customers service, with it being rebranded to customer success. How can you ensure customer success by caring for your clients after you’ve made a sale?
By now, If you talk about ranking on Google people have a pretty good idea what you’re talking about. They imagine that your website will be at the top, or close to it, of the search engine results page. You’ll see a short blurb advertising the site and a title. But there is another way to rank on google… with unique images.
Sometimes you know something and it just slips out of your mind. You know you know it, you just lost it somewhere in the back of your memory. Well, this is the feeling we had this week when Google’s John Mueller reminded us about redirects and not-index pages.