SEO, PPC, Content Marketing, or SMM: Which Services Sell Best?

Posted by Alex-T

[Estimated read time: 12 minutes]

Each search query in Google is a demand signal for us digital marketers. If you know exactly what users are looking for, you can easily spot what they’re likely to buy.

From a common sense point of view, it’s quite logical to say that if users search for something more, they are able (and likely) to buy more. As it turns out, this correlation doesn’t work within digital marketing niches. The commercial potential of a certain digital marketing service is not in direct proportion to the search volume it receives. In other words:

In the digital marketing industry, popularity doesn’t influence salability.

In the four digital marketing niches analyzed, I discovered:

  1. SEO is still the most desirable service and it has the highest chance of leading to conversion.
  2. Users want to know more about social media and content marketing, but they’re not ready to pay for it.
  3. Users who are searching for PPC are the most likely to be converted.

After digging further into this article, you’ll discover which digital marketing services are the best to sell and why. Armed with this data, you’ll inform your strategy and have a leg … Read the rest

March 12, 2016  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Content Marketing: How To Sell Executives On The Idea & Cost

how to sell content marketing to executives

What Is Content Marketing?

Content marketing is the process of publishing content that helps to engage or entertain a prospect and then move them into the sales funnel. Content marketing isn’t necessarily new, however, over the last few years it has become more popular with all types of online marketers mostly because of the engagement it creates and the ROI that it generates for businesses of all sizes.

Kapost and Eloqua recently put together and published a study on the cost and ROI of content marketing in which they share some very eye opening statistics that should catch the attention of all types of marketers, online and offline. Content marketing, when executed over a long period of time (36+ months) yields three times as many leads, dollar for dollar, when compared to paid search. The reasoning for this is because once you have built your own audience and community, you don’t have to pay for it anymore and your ROI goes through the roof (as seen in the image below).

content marketing benefits

The problem for most businesses is, that content marketing is super expensive and it is really hard to justify the expense today for a return in three years. In … Read the rest

June 27, 2012  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Simplify. Track Goals. Sell More Stuff.

Eliminate everything on your website that doesn’t contribute to the primary objective.

Every website has one major objective. It could be a purchase, download, contact form submission, or any number of actions. It also has several other less important but necessary objectives; actions that only indirectly result in a sale. A successful website is one where every secondary objective is held accountable to the more important primary goal.

Water Fountains

Let’s say we have a website that sells water fountains. The first thing we would do is set up a goal in Google Analytics that tracks fountain sales. That’s our primary objective. But we also have a page on our site that offers advice on interior decorating with water features. We have another page on the art of water placement in Feng Shui. Finally, we have a page where people can sign up for our monthly newsletter. We have created these pages so people can learn more before they buy a fountain.

But just because the page is there doesn’t mean it’s doing its job.

What we need to do is set up additional goals in analytics that track what happens on these pages. Ideally, people will purchase fountains more often … Read the rest

September 14, 2010  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

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