Hello and Happy Tuesday!
This week in internet marketing, we’ve gathered some of the best stories and articles from the web. We’re looking at the difference between CRO and SEO, as well as strategic trends for social media marketers, and a beginner’s guide to understanding Google Analytics. And also we’re looking at whether it’s wise to abandon keyword strategies (spoiler: it’s not!), and we’re helping to distinguish between User Experience and Customer Experience.
Search Engine Optimization involves building great content, keywords and backlinks in a way that will help your site rate higher in a search, but it doesn’t necessarily lead to revenue. Pair SEO with Conversion Rate Optimization, or CRO, and the two are an unstoppable force. CRO includes speeding up load times, having better heirarchy of your pages to guide leads towards conversions, and having dedicated landing pages with the goal of conversions. SEO and CRO don’t exist in isolation of each other, and savvy marketers know how to utilize both.
From the end of 2013 to the end of this year, it’s projected that social ad spend will have doubled, reaching $11 billion a year. The tools for using social media for branding and marketing evolve quickly and can be tricky to keep up with, but here are certain trends that are likely to emerge in the coming months. Expect to see more “buy” buttons on social media sites, as well as new search functions on social platforms, and customer service reps in social apps who will assist brands and users, alike.
Tracking your campaigns on Google Analytics allows you to monitor the ROI from email campaigns, social media and paid advertising, among others. There’s no need to rely on guess work when you can know for certain what strategies work with your clients and customers. For those just starting to dip their toe in the world of digital marketing, this step-by-step breakdown will take some of the mystery out of using data and metrics to build a successful digital marketing strategy.
There’s a lot of talk in the world of digital marketing around moving away from keywords and focusing instead on broad topics that will tap into user intent. Is it possible to find a balance between the two strategies? Abandoning keywords altogether may mean a loss in rankings, traffic and ultimately in revenue, but there’s still a lot to gain from adding the new school approach of focusing on topic and content-based targeting and then pairing that approach with targeted keywords in an intelligent way.
User Experience, or UX, and Customer Experience, or CX, are different but equally important measurements that need to be leveraged appropriately. Companies measure UX to understand how users interact with their product and to therein reevaluate goals for product development. CX, on the otherhand, measures customer satisfaction with your brand as a whole, for example, whether that customer tells others about your company. Building a successful marketing strategy means leveraging both in tandem.