Read our most recent internet marketing how to articles and step by step online marketing guides below. Browse the Marketing Land How To Guides by digital marketing topic:

VIDEO + SLIDESHOW: Why “Going Viral” Means More Than Getting Pageviews

gone-viral-featured Most people don't know the true definition of virality, how to measure it or how to recognize it. Getting a piece of content to "go viral" does NOT simply equate to getting lots of page views on that piece. Content aggregator Upworthy's mission is to "spread meaningful content far and wide" but that success doesn't just 'happen' without a content promotion strategy. In this presentation, Upworthy's Editorial Director explains the main components of virality, providing a formula for how to optimize your content and the simple math for how to measure viral success. From the Marketing La [...]


How Email Marketers Should Mark Up Messages For Gmail’s New Grid View

picture 3 Google just transformed the inbox again with Gmail Grid View that turns the Promotions tab into a visual shopping mall of marketing emails. For marketers, the question is: how do I get it to work, and what will my emails look like if I don’t do anything at all? I did some testing and noticed some interesting things. For grid view, Gmail is using “Actions in the Inbox,” which it announced in early 2013. Actions in the Inbox uses schema.org markup that takes information in an email, turns it into structured data, and then makes the structured data usable as an action. For example, t [...]


How Much Should You Spend On Optimization? Calculate Your BUU

shutterstock_157334462-scale-tools-money Analytics platforms. Split testing software. User testing tools. This is starting to sound expensive. And it is. What if it were more expensive not to have these things in your online business? It might very well be. Your business may be one of the many that is hobbled by a “launch and hope” approach to digital marketing. Not every business will benefit from such tools, but yours may. How much will you benefit? How much does it make sense to spend? This is an exercise in budgeting for website optimization. We will show you how to calculate a Basic Upside Unit (BUU) and h [...]


Infographic: How To Create Great Images For Blog Posts & Content

image preview Blog posts without images are like peanut butter without jelly, cheese without crackers, cookies without milk. They're better together. That's especially so when Facebook and Google+ both practically demand that any content shared has an image to go with it, in how they present posts to users. Fortunately, getting images right isn't hard. To get you started down the right path, the folks at Who Is Hosting This have created a nice infographic that provides an image quality checklist, places to seek images, how to deal with copyright issues and photo credits, plus tips on creating and sizing yo [...]


New YouTube Creator Playbook Offers Brands An In-Depth “Content Creation Strategy”

youtube-logo-200 Yesterday, Google released a new YouTube Creator Playbook for Brands. A slight departure from previous versions of the YouTube Creator Playbook, this 100-page guide is directed specifically at brands, offering advertisers in-depth instruction on how to gain more leverage on the world's most popular video platform. "The Creator Playbook for Brands walks you through the steps to help you create, plan, and implement a YouTube content creation strategy," writes YouTube's head of audience development Vanessa Pappas in a blog post announcing its release, "From tips on how to create videos to v [...]


How Even Time-Challenged SMBs Can Upkeep Social Channels

shutterstock_alarmclock Many small business marketers avoid social media marketing because of the expectation that it will take too much time. However, we've seen clients benefit from as little as two hours a month on social media. Such benefits include: Facilitating communication with clients, vendors, job seekers and customers Increasing organic visibility by getting more content out on the web Helping to populate SERPs with positive listings when prospective customers research your company by name (and many do!) Building brand awareness Increasing incoming links to your site from social venue connectio [...]


How To Use LinkedIn Company Pages For Search, Social & Reputation Management

Use LinkedIn Signal We social media marketers frequently preach that simply having a profile on social sites like Facebook and LinkedIn is not enough to be successful. While this is true -- and I highly encourage my clients to maintain active pages for their businesses on social networking sites -- it's also worth discussing the inherent value in simply being present. I used to think LinkedIn was only useful to job seekers and head hunters. So naïve. I also used to deny the fact that LinkedIn was a form of social media. Silly girl. For any business, LinkedIn provides a mountain of opportunity for maximizing a [...]


How To Get Started Using Twitter For Business

Twitter For Business What's Twitter for business? No, it's not about buying Twitter ads for your business. Rather, it's about how a business can use Twitter as a means to create conversations about its company, brand and products. This topic -- "Twitter for Business" -- was the title of a great session I attended at Marketing Land's SMX West conference this week. It was geared toward the community manager at a company charged with making Twitter work for business reasons. The session was presented by Ric Dragon, CEO of Dragon Search and the author of Social Marketology, a hands-on guide that aims to [...]


Conversion Optimization For Guide E-Commerce Shopping Carts

holiday-retailer2-600 E-commerce websites come in all shapes and sizes, but they all have one thing in common: the shopping cart. For something that is so easy to do in real life, the online shopping experience is usually done so badly you'd think some companies were trying to turn away shoppers. Those companies that get it right find themselves on the Internet Retailer 1000 list. When you don't have an e-commerce team to make regular changes and ensure that people find what they want and buy more stuff, what should you be doing to increase conversions? When 1% Means 6 Figures You need to create a clear pictur [...]


Marketers: The Busier Things Are, The Less You Should Be Testing

Adobe Real Time Analytics Dashboard Any experienced A/B or multivariate tester has probably encountered a situation similar to the following: You are put in charge of testing a new design on the company website. You set up the test with your testing platform, making sure that visitors are randomly assigned to the old and new experiences. A few days later, you check back on the results and are thrilled to see that the new experience is a clear winner, with statistically significant improvement over the old. You excitedly report the results to your boss, and the web team rolls out the new design the next day. But then, thin [...]


How To Generate Money-Making Test Hypotheses

Game site We were contacted this week by a company that offers hundreds of online games all on one site. The site's home page displayed dozens of colorful tiles, each linking to a game. To find out how we might improve on this, I went straight to our online gaming expert: my 13-year-old son. I sent him a simple email: "How can we make this site better?" Here's what he wrote back: I think it needs a more home-like homepage. It looks like it's jumping in to the "pick a game" attitude a bit early. A homepage that shows the most played and featured games that also includes tabs at the top listing the [...]


How To Market On Pinterest And Instagram — Even If You Don’t Have A Branded Account

pinterest-explore-interests Looking for ways to boost your organization's social media engagement in 2014? As a marketer, you're tasked with the slippery job of putting together content strategies in an environment that's constantly changing, thanks to social media's seemingly infinite capacity for rolling out new channels and products. Who could blame you for focusing on the one or two networks where your brand already has a presence? Companies that don't yet have profiles on Pinterest or Instagram tend to overlook these platforms when it comes to planning their marketing campaigns. After all, most social prog [...]


How To Create Case Studies To Improve Your Social Media

social-media-attention-featured At the time, it was the largest potential business contract of my life -- my budding marketing agency had the opportunity to provide services to one of the most significant cultural institutions in the world. The inevitable question was posed: "Can you provide us with some case studies?" My reply: "I'll get back to you." Back at the shop, all hands were on deck as we scurried around, creating just the right case studies to send to the prospective client. We wanted studies which showed that yes, we'd worked with cultural non-profits, and that yes, we'd done projects very similar in sco [...]


5 Ways To Kick Start Your Email Marketing This Year

email-marketing-globe-world-featured The new year is upon us -- and there is no better time than the start of the year to review your email marketing campaigns and make improvements. Here are five things you must review early this year to set your campaigns on the path to success! 1. Learn How To Maximise Your Subject Line If you open most modern email marketing clients (on the web or your mobile phone), you'll see something like this: What we're looking at here are the three components of the "modern" subject line: The From name (e.g., "ImpulseFlyer") The actual Subject line (e.g., "Last Few Days…") The message [...]


How To Be The #1 Trending Hashtag On Twitter: Lessons From Nat Geo’s #KillingKennedy Campaign

nat-geo-twitter-featured The National Geographic Channel regularly uses both organic and paid campaigns to engage audiences on Twitter. For its film, Killing Kennedy, timed to premier the week before the 50th anniversary of the assassination of JFK, Nat Geo wanted to make a big impact on Twitter to build excitement and drive viewership. Armed with Twitter-savvy celebrities and a wealth of visual assets, the team employed Twitter TV ad targeting for the first time to reach beyond its follower base of just over 520 thousand followers. Nat Geo and its agency Mediahub/Mullen encouraged the cast -- including stars Ro [...]


LinkedIn Paid Ads: A Beginner’s Guide

LinkedIn Logo There are lots of ways to spend your digital advertising budget today; but, have you considered LinkedIn? Advertising on LinkedIn is a great choice for many businesses. Below, we'll explore why you should consider it and provide a walk-through of how to create your first LinkedIn ad campaign. Why LinkedIn Gets Overlooked Have you run a campaign on LinkedIn? If not, you are hardly alone. LinkedIn's self-service ad platform often gets overlooked by today's marketers and media planners. This could be due to a number of misconceptions or challenges such as: LinkedIn is not a typical social n [...]


How To Use Google Analytics To Create Campaigns, Not Just Track Them

SEL 1-4-14 pic 1 We all know that analytics are good for understanding how a visitor behaved on your website -- what pages they looked at, what buttons they clicked or what keywords they used to find you. You can also use analytics to track campaigns like email blasts and paid advertising.  That's pretty basic stuff. What many beginning marketers and small business owners don't know is that you can use analytics data to create an online marketing campaign. Analytics can answer some of the key questions you might ask when you want to create a campaign: Who are you targeting? Where do they live? When sh [...]


9 Questions To Ask When Reading A Digital Marketing Case Study

case study The digital marketing landscape is moving faster than ever before, with dozens of new tools, platforms, and advertising media coming into existence every year. When making a decision to adopt one tool over another or making an entrance into a new market, the case study oftentimes becomes an important factor in whether the trigger is pulled. While a proven tool or medium is certainly less risky to adopt compared to one that is completely unproven, it's worth remembering that case studies are generally crafted to make the object look as good as possible. The results presented may be distortio [...]


New To Mobile SEO? 5 To-Dos To Help You Start 2014 With A Bang

mobile-websites-smartphones-featured Even though I made a resolution at the beginning of the year to stop talking about responsive web design and SEO, many readers asked me to keep it up, so I did, in a pretty big way. Being a digital marketer I keep track of social engagement of the articles that I write, and use it as a proxy for interest. My top three articles of all time in terms of social engagement are three I wrote this year on responsive web design. That being said, I’m sure many of you reading this column aren’t ready for the nuances of responsive web design versus adaptive web design and are just freaking out [...]


Analytics: A Beginner’s Guide To Data Visualization

TREEMAP2 Lately, I have been writing about taking a closer look at your marketing data, and my last piece discussed the design of meaningful dashboards for Google Webmaster tools. I received an overwhelming amount of emails, tweets, and comments asking me about the dashboard tools I used in it. Today, I've created a beginner's guide to data visualization to help you get started with your first dashboard. The Benefits Of Data Visualization Tools There are many data visualization tools (DVT) in the marketplace that can help you create interactive dashboards. Of course, each has its pros and cons, so [...]


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