Parse notes
Google announced the November 2023 core update only two weeks after the October 2023 core search algorithm update finished rolling out. This month's core update involves a different core system than last month’s. SERP rankings might be volatile until it finishes rolling out, which will take up to two weeks.
Growth leads from ZoomInfo and LiveRamp share 4 things marketers should unlearn that were once viewed as a good model. They argue that reliance on a single model for marketing attribution isn’t ideal—models should be audited and adjusted every 6-12 months. In addition, they advise focusing on creating holistic programs instead of channel-specific campaign tactics and offering as much content upfront and ungated because buyers’ journeys are never linear.
Community is key to driving growth for many brands. Bossbabe’s playbook for retaining members and reducing refund requests starts with a welcoming onboarding experience that connects new users to one another. It’s also critical to use data to identify dropoff points and opportunities for users to “level up.” Users shouldn’t be overwhelmed with too much information at the start and instead should experience gradual, meaningful progression.
Since customers rarely purchase after their first point of contact with a brand, it is essential to nurture leads for future conversions. This piece shares 7 effective strategies, including SMS marketing, retargeting ads, and targeted email campaigns.
All retailers, this month, will be shouting their low prices, hot deals, and fast delivery methods. Use this checklist to ensure you have a solid abandoned cart campaign strategy, chatbots installed on your site, segmented campaigns based on customer LTV, and follow-up or retargeting campaigns ready post-BFCM.
Average cost per click has increased for 61% of industries and saw a general increase of 5% year-over-year. There might be fixable reasons why your brand CPCs are too high. Common issues include missing negative keywords, using the wrong big strategy, or a Quality Score issue.
Many content teams waste over 40 hours a month on unnecessary tasks due to poor systems, processes, and documentation. Instead, use a good content or cluster brief template and build a tone of voice guide, “about us” file, minimum quality guide, FAQ guide, and an SOPs library.
Brand and performance marketing are best used in harmony to benefit from their combined impact. Tech companies usually focus on product-led growth and performance marketing to grow revenue, but Airbnb recently credited a surge in earnings to its shift to brand marketing. This article describes when brands should invest in brand or performance marketing, as well as KPIs for each.
The U.S. Department of Justice has released several documents related to Google Search ranking, offering insights into its ranking methodologies. The documents discuss the three pillars of ranking, highlighting the importance of user interactions like clicks, scrolls, and hovers. They also touch on the role of user behavior in Google's ranking algorithms and the significance of understanding language through user interactions. There are links to the original documents available in this article.
A marketing strategy meeting helps you create a shared marketing vision and then turn it into a reality.
CEO Elon Musk is reportedly enabling the sale of dormant Twitter usernames, some priced at $50,000, through a new marketplace called @Handle.
A reminder to write your homepage for the “champion” who is tasked by their boss (the decision maker) to look into solutions for a problem they’re solving.