If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like HubSpot, for example -- selling marketing software (which happens to have some awesome SEO tools ... but I digress ;-) -- you might have general topic buckets like "inbound marketing," "blogging," "email marketing," "lead generation," "SEO," "social media," "marketing analytics," and "marketing automation."

When Shane Snow started promoting his new book Dream Team, he knew he had to leverage a data-driven content strategy framework. So he chose his favorite one: the content strategy waterfall, which is defined by Economic Times as a model used to create a system with a linear and sequential approach. To get a better idea of what this means, take a look at the diagram below:
It's not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated; with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually any niche.
Newton, Mass. digital marketing firm inSegment offers a complete range of online advertising solutions for any business seeking to increase web traffic and interaction. With over 60 employees, inSegment is equipped for large-scale, sophisticated projects without sacrificing accessibility. They specialize in creating full-service marketing solutions that combine web design, SEO, content creation, and analytics. inSegment focuses on providing quantifiable results to its clients.
SevenAtoms is a digital marketing agency in San Francisco, CA. The team of fewer than 10 employees, offers content marketing, pay-per-click (PPC) advertising, SEO, social media, and email marketing to B2B clients. Founded in 2012, SevenAtoms is HubSpot certified and a Google Partner, making them a great resource for companies who use those platforms.

Knowing these big goals will also facilitate backing out the math. How much marketing will be needed to get to your biggest goals? You probably don’t have the budget to achieve that on day one. So, break it up into milestones, and identify the marketing needed to get you to each marker on the journey. One of the first will be hitting that crucial breakeven point, and paying your founding team enough to be able to afford to stay in business, and enjoy it.


Until Vivendi, a French mass media conglomerate, acquired Havas in 2017, the agency was one of the largest independent advertising agencies in the world. Headquartered in New York, the network brings together 11,000 experts in 76 countries and is the largest unit of the Havas Group. The agency’s client list is extensive with partners such as Air France, Pernod Ricard, Lacoste, Jack Daniel’s, Ubisoft, IBM and more. Learn more.

After defining your distribution channel(s), it’s time to make sure that you really need to deliver your product or service. First of all, you need to define the message that should be conveyed to your buyer personas. Afterwards, let’s look at suitable promotion channels that can be used to acquire new customers. Obviously, they should be channels you can find your buyer personas in. But the range of possibilities still seems to be endless.
For example, Google Trends shows you what search topics are popular right now. If you have an AdWords account, you can use Google’s Keyword Planner tool to learn more about search volume for specific phrases, as well as to generate new keyword phrases. Google also has another tool, Correlate, which lets you look at searches that correspond to real-world events.
As you search, cut and paste the results into a spreadsheet. (I have found that in Excel it works best to copy the results from the Overture Keyword Tool and then using paste special and then paste as text.) Once you have done this for 2-3 key terms, you should have a spreadsheet with 200 or 300 rows. To analyze the results and make them useful for your business, you need to figure out which terms are the best ones for your company to focus on. To do this, try the following steps:

Without the right keywords, your SEO Marketing Campaign will go the wrong way. This guide to the kinds of keywords you can optimize is aimed to help you determine which keywords you need to include in your SEO marketing campaign to set your SEO plans in the right direction. For the first of this per-lesson tutorial, I’d be tackling Market Defining Keywords.


When Shane Snow started promoting his new book Dream Team, he knew he had to leverage a data-driven content strategy framework. So he chose his favorite one: the content strategy waterfall, which is defined by Economic Times as a model used to create a system with a linear and sequential approach. To get a better idea of what this means, take a look at the diagram below:
A marketing plan supports the business strategy and business objectives. It must also align with the company values. For example, L.L. Bean believes in selling good merchandise at a reasonable profit and treating customers like human beings. If one of the business objectives was to increase profitability by 2%, the marketing strategies put forth in the marketing plan should not recommend significant price hikes or cutting back on customer support.
Irving, TX-based MultiView is a digital marketing agency that specializes in building B2B digital publishing solutions. Since its founding in 2000, the company has grown to a large operation with more than 500 employees between their headquarters and offices in Lehi, UT and Ontario, Canada. Multiview provides digital strategy, social media marketing, and other digital marketing services for their clients. 
Be aware that some of the answers you receive will be based on the kind of marketing effort you are seeking. For example, if you want a marketing consultancy to analyze your plan, they will report back to you at the end of their effort. But if you're hiring a firm to do a digital or telemarketing campaign, the company should report back to you very quickly, and frequently.
The essence of successful marketing is positioning your content to capitalize on the right keywords. one way that firms chase the wrong keywords is failing to understand user intent. for example, consider a popular search term like “video delivery.” With more than 200,000 google searches a month, it would be tempting for a firm that sells video transmission equipment to optimize content around that term and capture more of the online demand. But what are people looking for when they search for video delivery? childbirth delivery? How to download video to a computer? Video transmission equipment? After conducting a google search, it becomes apparent that most searches on this term are related to childbirth. If the firm in question focused on “video delivery,” it would attract the wrong kind of visitors, wasting budget dollars.
"Having initially hired Forthea's team to handle the websites, social media and SEO for The Hanover Company’s 40+ apartment projects, I too wasn’t entirely sure how their skills would translate to increased leads and branding of a professional services firm. We’ve been extremely pleased with the results and plan to continue with them for a long time."
One of the most definitive aspects of creative agencies is that they tend to value the visual design of all marketing and advertising collateral over the technical and functional aspects of a campaign. Their expertise and passion often lies in creative design and public relations vs. newer and more technical agency practices like SEO, Digital Marketing, Content Marketing, Social Media, Responsive Website Design, etc.

If your goal of hiring a marketing agency is to reach the top of Google through content, they better have their own search results that rank on the first page above the fold in Google’s SERPs (search engine result pages).If your objective is to reach a specific amount of site traffic and leads over time, they must be able to demonstrate they’ve had that similar acceleration of growth.At the end of the day, the marketing agency you hire should be it’s own best success story. You want to work with an agency that is constantly testing their ideas and tactics internally before implementing them for clients.  
At Access Marketing Company, we supercharge your traditional “lead generation” campaign to compete in the 21st-century B2B environment by taking a comprehensive account-based marketing (ABM) approach. Long story short, that means we architect and implement multi-channel programs designed to align sales and marketing efforts, engage a variety of stakeholders and close high-dollar deals. Sound interesting?
After you have identified your buyer personas, the next step is figuring out how these personas think and ultimately make the decision to buy. According to Hubspot and adopted by all those who believe in the inbound marketing methodology, there are three steps in the buyer’s journey: Awareness, Consideration, Decision. Each of these stages are major opportunities for you as a marketer to nurture your potential customer by providing valuable content about the product and or problem they are trying to solve for. Here are three stats from a Forbes.com article that prove just how important content is in nurturing a prospect throughout the buyer’s journey:
Create keywords that combine branded and non-branded terms. Branded terms make great keywords not only because they make it easy to create ads and landing pages, but also because they signify high levels of intent. That’s just it, though: bidding exclusively on branded terms means you’re only advertising to searchers who already know who you are. Combining branded terms with non-branded ones expands the reach of your ads while boosting your Quality Scores.
When you think about the marketing process it is quite easy to recognize that it does not only relates to the provider, it also relates directly to the customer. Marketing holds all of the tools and strategies used to entice a customer into buying or trying a product. If the marketing is successful then your company will gain value through the consumers purchase. An example of this is something as simple as cold calling. Cold calling is a very old marketing technique that simply requires you to dial a phone number and try to sell your product or a service to the person that answers the phone. Once you are live on the phone you use your sales pitch to try and sell the product. This is marketing. Advertising on billboards, magazines, television; all of these are part of the marketing process.
Interesting article on utilizing keyword research in the full-spectrum marketing world. I can imagine the ubiquitous usage of focus keywords positively affects your organic rankings better for some areas than others. As in your website's organic rankings in search engines will get more of a boost then let's say your social media profiles. If I'm wrong, could you tell me where you see most of the results coming from when optimize your keyword research?
There are many tools and programs such as Google Trends, Ad Words keywords planner that can help you find the most effective keywords for your website. Reevaluating your keywords list periodically is always a wise thing to do because the value keywords are constantly changing. One of the important goals of SEO keywords is to bring the right users to your website. To achieve this goal, you may need more specific keywords or phrases.
Metric Theory is a San Francisco-based digital marketing agency. Since founding in 2012, they've grown to over 60 employees with experience working with over 230 clients. They have experience with every type of marketing issue for clients that range from small business to large e-commerce firms. They specialize in PPC, digital strategy, social media marketing, conversion optimization, and mobile marketing.  
If your agency’s numbers are in the green, you’ve likely received a message or two from interested acquirers. Agency buyers will send out inquiries to see how receptive you are to selling your company and get more specific information to assess its value. If you’re sitting on a list of these potential buyers already, make sure you’ve researched each to ensure they’re legitimate. You’ll want to give short, honest answers to each of the questions they ask so they can give an accurate assessment of your company’s worth. And, of course, don’t discuss any sensitive business information until the potential buyer signs a confidentiality agreement.
User Interface (UI) and User Experience (UX) may seem interchangeable, but these features can make or break your company’s website. You need excellent UX and UI to achieve your design goals, increase web traffic, and retain customers on your page. However, many businesses are unintentionally making irreparable mistakes when it comes to these design features […]
The final section of your plan includes a brief breakdown of the costs associated with each of your tactics. So if you plan to exhibit at three trade shows per year, for example, you'll include the costs to participate in the shows and prepare your booth and marketing materials. If you find the tactics you've selected are too costly, you can go back and make revisions before you arrive at a final budget.
Essentially the Advertising and Promotion section of the marketing plan describes how you're going to deliver your Unique Selling Proposition to your prospective customers. While there are literally thousands of different promotion avenues available to you, what distinguishes a successful plan from an unsuccessful one is the focus - and that's what your Unique Selling Proposition provides.
This introductory section contains an overview of your situation as it exists today and will provide a useful benchmark as you adapt and refine your plan in the coming months. Begin with a short description of your current product or service offering, the marketing advantages and challenges you face, and a look at the threats posed by your competitors. Describe any outside forces that will affect your business in the coming year--this can be anything from diminished traffic levels due to construction if you're a retailer or a change in law that could affect a new product introduction if you're an inventor, for example.
To be clear, a ‘digital agency’ still cares very much about the quality of design and overall aesthetics of every asset associated with a brand – whether it be print or digital. However, they also take special care to ensure that each brand asset and/or application functions in a way that helps companies to reach their goals. They have the tools and skills necessary to create ideas and assets and put them to work in the most efficient ways.
The executive summary is a small, summarized version of your marketing plan. The main objective is it to briefly list and describe all relevant components. Keep in mind that most executives who’ll read your marketing plan won’t have the time to read the full document. Therefore, you need to make sure that they’re immediately getting the full picture.
When an indoor trampoline park needed a social media campaign to market its grand opening, they hired LYFE Marketing to create Facebook and Instagram profiles and a business website. LYFE Marketing not only developed a social media strategy for the trampoline park but also set up and managed social advertising. These efforts helped the trampoline park attract over 500,000 visitors to their social media profiles.
This section could fit into your abbreviated business plan, but I personally like it kept in the marketing plan since the strategy you select will play a very significant role in how you create your marketing messages. Answer: What you will charge for your products/services? Why did you select that price point? What variations will you have on your standard pricing (coupons, discounts, etc.)?
Remember that benefits can be intangible as well as tangible; for instance, if you're selling a cleaning product, your customers will benefit by having a cleaner house, but they may also benefit by enjoying better health. Brainstorm as many benefits as possible to begin with and then choose to emphasize the benefits that your targeted customers will most appreciate in your marketing plan.
This Texas-based company was founded in 1999 and has evolved to help their mostly small business clients adjust their marketing strategies to seemingly ever-changing trends. They focus on SEO, PPC, and social media marketing. The team of 6+ has experience with clients from a range of industries, including consumer products, healthcare, hospitality, and information technology.

Firms often grow complacent because they get lots of traffic from branded keywords such as “acme widget company.” However, branded keyword traffic is a given; google and other search engines will almost always give high rankings to company web pages when a company’s name is part of the search term. What really counts is how much traffic is generated from non-branded keywords — search terms people use when they’re looking for your stuff, but don’t know who you are, or don’t know you sell it. Increasing your share of non-branded keywords is the way to outperform the competition.
Blue Corona is a marketing analytics and optimization company with offices outside Washington, DC in Maryland as well as in Charlotte, North Carolina. We provide marketing analytics and optimization services that help business owners measurably improve their marketing performance and return on investment (ROI). You can’t maximize your marketing results without accurate tracking (and “no”, asking people how they heard about your company doesn’t constitute accurate tracking!). For this reason, every client engagement starts and ends with marketing analytics. This means tracking every single advertising and marketing strategy a company employs – even if your only marketing strategy is your company’s website. Better information drives more meaningful insights and improved performance. Many digital marketing companies in the USA don’t seem to get that, or they focus on the metrics that don’t matter to your bottom line.
Savage Global Marketing worked with a restaurant to increase its digital presence and garner more online traffic. Savage Global Marketing created a new website with updated UI/UX, created a custom menu layout, and produced SEO-optimized content. Through its partnership with Savage Global Marketing, the restaurant has experienced significant growth in online traffic and a surge in its rate of visitor click-through. 
A digital agency’s focus goes beyond just the aesthetics of design, but also considers the overall user experience on every digital platform, and regardless of what type of device is being used. From web development and UX/UI web design to SEO, social media and content marketing – and everything in between – a digital agency works to deliver a functional design that not only looks great, but also drives business growth.
James Quinn succinctly defined objectives in general as: Goals (or objectives) state what is to be achieved and when results are to be accomplished, but they do not state "how" the results are to be achieved.[8] They typically relate to what products (or services) will be where in what markets (and must be realistically based on customer behavior in those markets). They are essentially about the match between those "products" and "markets." Objectives for pricing, distribution, advertising and so on are at a lower level, and should not be confused with marketing objectives. They are part of the marketing strategy needed to achieve marketing objectives. To be most effective, objectives should be capable of measurement and therefore "quantifiable." This measurement may be in terms of sales volume, money value, market share, percentage penetration of distribution outlets and so on. An example of such a measurable marketing objective might be "to enter the market with product Y and capture 10 percent of the market by value within one year." As it is quantified it can, within limits, be unequivocally monitored, and corrective action taken as necessary.
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