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What are customer personas and why are they so important?

Posted on August 11, 2017

Brands often use segmentation to help understand and target an audience. This means taking into consideration general details about the average customer, such as their demographic, gender, socio-economic status and so on. What is less common is the practice of creating customer personas. However, as highlighted in Econsultancy’s Content Strategy Best Practice Guide, personas can be one of the most effective ways of bringing this customer ...

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The rise of micro-influencer marketing

Posted on August 11, 2017

When it comes to social media followers, sometimes less is more. It might seem inefficient to target people with 10,000 followers rather than those with a million, but micro-influencer campaigns can reap huge PR and marketing benefits. Some call it “the new frontier of marketing.” Micro-influencers have more followers than most people—typically in the 1,000 to 100,000 range—but fewer than celebrities and established luminaries ...

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Facebook bans advertisers, Pages that disguise links violating its rules

Posted on August 11, 2017

Facebook continues to crack down on the shady side of its social network. On Wednesday, Facebook announced that it has started fighting back against advertisers and Page owners that link to sites that violate Facebook’s rules but hide those links from Facebook’s reviewers. In the past, these offenders would disguise the actual destination of the link attached to an ad or post, or they would come up with ways to dupe Facebook’s ...

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Are You Making the Most Common Marketing Mistake?

Posted on August 11, 2017

The irrepressible Michelle Joyce is my agent. She handles all of my events and speaking opportunities over on the JayBaer.com site. On her blog, she runs a Friday series where she interviews speakers that she represents. She interviewed me recently, and I thought I’d post it here as well, as the topics are relevant for Convince & Convert readers. What’s the most common marketing mistake companies make? Every marketer in the ...

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Google (Almost Certainly) Has an Organic Quality Score (Or Something a Lot Like It) that SEOs Need to Optimize For – Whiteboard Friday

Posted on August 11, 2017

Entertain the idea, for a moment, that Google assigned a quality score to organic search results. Say it was based off of click data and engagement metrics, and that it would function in a similar way to the Google AdWords quality score. How exactly might such a score work, what would it be based off of, and how could you optimize for it? While there's no hard proof it exists, the organic quality score is a concept that's been pondered by ...

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Not Segmenting Your Audience? Big Mistake if You’re Chasing Conversions

Posted on August 11, 2017

You’ve done your best to find your target audience, but if you’re treating each of your leads the same way, you’re basically throwing conversions out the window. Even though your audience shares an interest in your brand, they’re not all at the same stage of getting to know you. So speaking to them as if they’re one mass audience doesn’t really work. It’s like how commercials on TV yell at everyone, yet speak to no ...

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How brands are using empathy to enhance marketing

Posted on August 11, 2017

What makes customers buy into a brand?  In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers. So, what does empathy in marketing look like? And what makes it so effective? Here’s an explanation along with a few interesting ...

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Google updating site category exclusion options for Google Display Network campaigns

Posted on August 10, 2017

Google is refining the options it gives advertisers for excluding categories of sites from their display network campaigns on the Google Display Network. With this change, several current site category exclusions are being eliminated or recategorized, and a couple of new ones are being added. As of last week, several exclusions are no longer available for newDisplay campaigns. In early 2018, all existing campaigns will be switched over to the ...

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How Financial Services Companies Build Relationships Through Content

Posted on August 10, 2017

When it comes to innovative content marketing and customer service, let’s just say the financial services industry hasn’t taken a leading position. Yet as customer relationships evolve from in-person transactions to omnichannel engagement, consumer-facing banks and insurance companies have realized it’s time to step up their game. Why the lag? “One of the primary drivers as to why banks are late to the party is the legacy systems ...

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A Beginner’s Guide to Marketing Automation

Posted on August 10, 2017

To say marketing automation is a complex subject is putting it mildly. On the surface it seems simple enough, but once you get just a little bit deeper into it, it’s overwhelming. Even if you work with marketing automation on a daily basis, it can be hard to describe. When used correctly, marketing automation can be useful in helping sales and marketing teams do their jobs more effectively so they can reach their goals. But there are ...

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