Creating a persona, or psychographic profile, can be an effective way for businesses to get to know their customers. In order to develop a persona, your company has to shift into a different mindset. You have to dig deeper, and consider your customer as more than a source of income. Personas allow you to access an alternative perspective, one where your company can find common ground with customers, tune into their fears and vulnerabilities, and help you critically analyze your website and its content through customer's eyes. Some well-known companies have used personas with great success to connect with their customers.
When developing a website it is important to take into consideration of how your users are going to interact and navigate around the site, and what possible effects can be had on the websites search engine results. This has a growing importance for Search Engine Optimization.
Creating engaging online content that is relevant for readers and encourages them to learn more about a company’s products and services is no easy task. Businesses have to know their customer well, and be tuned into what they want. This used to mean an obsession with targeting a certain demographic with advertising and websites with a focused message. This approach has become stale and almost obsolete. To stay competitive in online marketing you need to focus on the humans that are reading your website and buying your products, not just on statistics.
“THE PENGUINS ARE COMING! THE PENGUINS ARE COMING!”….. (Well just not yet)
If a recent article from Search Engine Land is to be trusted we are on the verge of launch for one of Google’s largest and latest search algorithm changes Google Penguin... but not until 2016. So what, if anything, do you need to know to make the most of these algorithm changes next year?
Why is it important to report on digital marketing performance at all? Your boss is on your case, you’ve got campaigns running on 5 different platforms in 3 different mediums, your sales team is working hard on new leads, and your budget meeting is at the end of the week. As Marketing Managers we all know the pressure and challenge of showing your marketing department’s continued value to the company. Sometimes it’s less of a problem delivering the value, and more of a problem making your boss see it. Reporting has become a must-have skillset for successful modern marketing professionals and one which scarcely few Marketing Managers seem to be overly confident about.