Most paths to purchase are not a straight line. There are lots of ways for customers to discover your brand, engage with it, and move further down the sales funnel. That’s why attribution models have become a necessary tool for marketers looking for data to improve their campaigns. What is attribution modeling? Attribution modeling is…

NAP Consistency refers to the accuracy of a location-based business’s Name, Address, and Phone number across all business listings, local directories, social media profiles, and websites. It is widely considered a search ranking factor for local SEO. Don’t forget about your homepage URL as well as this is the most important element to keep consistent.…

Customer success is the business methodology of ensuring customers achieve their desired outcomes while using your product or service. Customer Success is relationship-focused client management, that aligns client and vendor metrics and goals for mutually beneficial business outcomes.   The importance of managing customer success Customer success management transforms your customer relationship through strategic and…

URL tracking parameters, also known as tracking codes or tracking tags, are tools that record the origin of a click. When someone clicks on a link in one of your ads, emails, or other marketing efforts, these little snippets of computer language, which are attached to the ends of URLs, capture all sorts of valuable…

If you’re in marketing, it’s likely you’re tracking leads using forms on your website. But if your ads, emails, or landing pages include a phone number, you may be missing out on credit for leads that come in through a call (or text). Depending on your industry, callers can be the most motivated leads. Call…

Product positioning is developing a strategy to market a product or service to its target audience. Effective positioning highlights product benefits and attributes with messaging that clearly states your product’s value over your competitors. The strategy and process of positioning a product involves with identifying the problem(s) you’re solving through your product features, conducting market…

Product life cycle is a term used to describe the stages of creation, growth, and retirement that any product goes through as it makes it way to and through the hands of its users. The traditional stages are a product life cycle are development, introduction, growth, maturity, and decline. The product life cycle lives mainly…

The buyer’s journey has never been more complex. With new technologies are drastically revolutionizing the way we market and purchase products, it’s no longer as simple as a customer walking into your store and buying something they need. Nowadays, consumers are inundated with ads on their phones, laptops, TVs, and, of course, billboards. More choice…

Customer Lifetime Value (CLV) is the total value in revenue a customer represents to a company over the entirety of their business relationship or customer life cycle. It is one of the most important metrics to track for overall business performance. The importance of measuring CLV Customer Lifetime Value (CLV) can be one of the…

Time-decay attribution is a multi-touch attribution model that gives some credit to all the channels that led to your customer converting, with that amount of credit being less (decaying) the further back in time the channel was interacted with. The assumption here is that the first advertising channel your customer interacted with merely planted the…

Defining and identifying marketing qualified leads (MQLs) is the catalyst for all marketing efforts. In this piece, we’ll explore what an MQL is, how they can be qualified, the relationship between MQLs and SQLs (sales-qualified leads), and how MQLs can help show return on investment (ROI). What is a marketing-qualified lead? A marketing-qualified lead is…

More than 60% of Google’s search engine traffic came from mobile devices through the first six months of 2019, as more and more consumers moved their online purchasing journeys from desktop to mobile. For small business owners and digital marketers, call-only ads and call extensions are effective ways to capitalize on this trend, improve mobile…

A heatmap is a data visualization tool that displays user data captured on a website in the form of color density maps to convey user behavior and traffic patterns. The more intense the color values of certain areas, the more traffic that location of a page has received.   Benefits of using a heat map…

A featured snippet provides a summarized answer to a users search query at the top of the Google search engine results page (SERP), right above position 1. These answers are scraped from other sites content that best satisfies the user’s search. Also referred to as position zero, the featured snippet answer is contained in a…

Latent semantic indexing (LSI) is a complex system used by search engines to analyze the relationships between terms and concepts on a page in an effort to provide the most accurate and relevant search results.   The importance of latent semantic indexing for search Latent semantic indexing uses natural language processing (NLP) to help a…

Information Architecture, often written as IA, is the organization of information into a hierarchy to make it easier to use. IA gives structure to information including content organization, site structure and navigating hierarchy in website redesigns. The importance of Information Architecture to the user’s experience The term ‘Information Architecture’ dates from 1975 and is attributed…

Lead generation is a marketing strategy that aims to generate interest in a product or service from prospective customers and turn them into qualified leads ready to make a purchase.   The importance of lead generation Lead generation is a critical marketing strategy for sustainable long-term business growth as it not only works to generate…

A sales funnel, also known as a purchase funnel, is a consumer-based marketing model designed to replicate a potential customers journey through the stages of the buying process for any product or service. The typical stages of the sales process include: Awareness Interest Decision Action   The importance of the sales funnel process A sales…

Sales prospecting is the process of identifying potential new customers and proactively reaching out to them with cold calls, emails, and social messaging in an effort to convert them into paying customers. For most businesses, this is typically done by representatives of the sales team. Why businesses should use outbound marketing, not just inbound Inbound…

Lead tracking is the process of determining the source of leads, actively monitoring where leads are in the sales and marketing funnel, and pursuing the appropriate actions to move the lead to the next stage and close the sale. Jules Tompkins and Carolyn Lyden contributed to this post. Why do sales and marketing need lead…

Conversation analytics is the evaluation of voice data from phone calls between two or more people in order to gain insights on customer behavior. By recording and transcribing call data, marketers can better understand and target leads. How does conversation analytics work? Conversation analytics requires several moving parts in order to turn conversation into data.…

What is Google Ads call tracking? Google Ads call tracking is a type of conversion tracking that shows you how many prospective customers called your business after seeing or clicking one of your PPC placements. How does Google Ads call tracking work? Google Ads call tracking has two main functions: Tracking calls that are made…

What is multi-touch attribution? Multi-touch attribution is the process of tracking and assigning fractional credit to marketing touchpoints along the path to conversion. Unlike multi-channel reporting, multi-touch attribution reporting is not limited to reporting on a single dimension and can encompass several dimensions, such as channel (e.g. source, medium, campaign), content (e.g. landing pages, offer…

Internal linking is the use of hyperlinks that target and lead to other sites within the same domain, as a way to drive visitors from one page to another. Why is internal linking important to your site? As usual, all roads lead back to SEO. Links have been and continue to be ranking factors in…

Research what each agency offers and compare that to your needs Don’t opt for the best price, opt for the best value Determine if the agency’s work matches your industry and niche Figure out if the company is open to change and new technologies Get references and word of mouth recommendations Communicate early, openly, and…