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:

Keeping The Holiday Drill In Check: How To Plan Rather Than React

holidays-christmas-featured It's that time of year. Once again, we are awash in holiday projections -- and with those projections come seasonally specific recommendations for marketers. This includes everything from capitalizing on mobile's first true holiday to investing more in programmatic as that trend ramp steepens into 2014. Assuming you are more dexterous than you were this time last year (which most of us are), the seasonal imperative suggests you raise the bar on testing offers and calls-to-action. But, rather than enter into a seasonal frenzy which you may or may not be able to sustain, or which may not h [...]


How To Use Paid Search To Aid Your SEO

shutterstock_77883016-test A lot has changed in the world of search marketing over the last year. From Enhanced Campaigns to Hummingbird and not provided, search marketers have had to rethink and re-calibrate their strategies significantly. Some changes caused more uproar than others; but, one thing has become increasingly clear: the art and science of both SEO and paid search, respectively, are on a crash course, and a consolidated strategy is required to get the most out of both channels. At my agency, we've been working on ways to get more creative with our PPC campaigns in order to directly benefit our SEO effort [...]


Four Ways to Segment Email Subscribers for the Holidays

Opt In to Additional Holiday Emails The last two months of the year bring an increase in email frequency as retailers try to drive revenue during the busiest shopping season of the year. To help you make the most of your opportunities, here are four ways to segment your email subscribers, optimize your email content, and avoid subscriber fatigue. 1. Your Best Customers Your best customers will make your best segment. In most cases, your best customers may make up less than 10 percent of your list. But if you are using a quintile method to segment, this is your top twenty percent. You should reward your best customers for th [...]


How To Design Analytics Dashboards From Google Webmaster Tools Data

google-analytics-icon-250px SEO Chaos! That was my topic last month. Ever since Google blacked out keyword-level data, people have been scrambling to substitute or replace it. Not surprisingly, I received a lot of emails about that article, asking how to use Google Webmaster Tools (WMT) data as a replacement source. The general answer is that you can't use WMT data as a true replacement data source. That's because Google Webmaster Tools does not collect any information about user engagement on your site. Instead, it collects user behavior on the search results page. However, you can use your WMT data as a proxy. (H [...]


How To Generate B2B Leads With Content Marketing

Generate B2B Leads with Content Marketing-Hashtag In B2B business, leads are generally a company's livelihood. Unlike B2C purchases, most B2B products and services require thought, research and deliberation prior to a buying decision. As a result, generating quality leads is a key function of B2B marketing teams across industries. Though there are a number of strategies businesses can employ to garner leads, 91 percent of B2B marketers are utilizing content marketing, making it among the top implemented approaches. There are many methods B2B marketers credit with increased lead generation, and some undoubtedly result in more success than o [...]


Content Marketing Strategy: How To Create Killer Headlines

Extra-Extra Content creation isn't just about the meat of what you're writing. Consider the first thing the potential reader sees: the headline. Think of it this way: if you open your Inbox and see an e-mail with a subject line that sounds cheesy and spammy, are you going to open it? Probably not. Similarly, when creating your content, don't forget that your headline is one of the most important aspects of it. It is your very first opportunity to make a positive impression on your reader. As an English major during my undergraduate studies, I took a Journalism class as a required course. I'll never [...]


How To Be Eternally Indispensable In Your Social Media Job

social-media-marketer-costume Now that there's only a smidgen left of 2013, it's fair to say that the year wasn't a giant win for social media marketers -- at least in terms of public perception. Up until recently, brands have been clamoring to shore up a social media staff and extol the business-saving virtues of Twitter, Facebook and the like. But this year brought a slight change of heart. In 2013, we were too whiny. We were, um, less than bright (actual phrasing NSFW, as is that link). No one believed we had real jobs. Entire accounts were created only to mock us. The social media editor fell. The social media [...]


Comprehensive Guide To Creating Branded Templates In Excel

Webmaster Developer Tools color picker Wrapping up my series on dashboards, I want to address an issue I see in just about every spreadsheet I've seen in my career as a marketer: using Excel's (hideous) default formatting for visualizations. You've seen them … the blue and red charts are particularly unforgivable. Worst of all, sticking with Excel's default formatted table and pivot table styles can also be discordant, especially if you are a brand with your own panoply of branded colors. So, let's see if we can remedy that with this post and make the digital world more beautiful. Customizing Chart Formats If you haven't [...]


Social Media Checklist For New Websites & Businesses

social media As a startup company or small business, it is no longer an option to ignore social media as a means of communication, promotion and possibly even recruitment or revenue. That's true for any business new to the internet, as well. However, diving head-first into an ever-expanding realm of social media networks can feel overwhelming at best. Each platform has not only a unique audience of users, but also its own idiosyncrasies when it comes to usernames, imagery and usage. Below is a step-by-step guide to establishing business accounts on the top eight social networks. As time and personnel [...]


How To Keep Leads From Getting Stuck In The Middle Of The Sales Funnel

lead generation Did you know that a whopping 79 percent of leads never convert? 79 percent! That is 4/5ths of your potential revenue down the drain. All that money and effort spent generating those leads? Also down the drain. That should be a wakeup call: the industry at large needs to reexamine how it approaches lead generation to reduce that waste and boost actual conversions. As most marketers know, generating leads is relatively easy. Hundreds of quality leads can be drummed up with trade shows, search campaigns or content syndication. But then what? That 79 percent of non-converting leads often [...]


The Ultimate Holiday Prep List: 28 Things Every Marketer Should Do For Holiday

holidays-christmas-featured All right, so maybe that title is a little arrogant. After all, there are a million holiday list articles this time of year, ranging from "Top 10" lists to "Survival Guides" and everything in between. So, why read this one? Well, this one is different (read: hopefully interesting and helpful). This article doesn't take the "execute this strategy" approach, and it doesn't take the "I bet you forgot to do x” approach, either. We all know Holiday is an insane time of year, so the last thing anyone needs is an article reminding you of things you should be doing but aren't. Instead, this is [...]


How To Conquer The Age-Old Marketing Buy-In Challenge

boat We've all been there. We have the big idea. We are sure that if we just created it and launched it, this marketing campaign could make a huge difference for the company. We've done the research, we've built the spec, and we've got the rest of the marketing team stoked to give it a try. No easy feat, for sure. But then the rest of the company hears about it. Eyebrows rise. Arms cross. People get worried and -- BAM -- bye, bye big idea. It happens all too often, particularly for those marketers trying to shake things up. The bigger the wave you hope to make, the more critical it is that yo [...]


How To Use Site Search To Get Keyword Insights In A (Not Provided) World

ML 10-2013 3 Not Provided is all anyone is talking about these days -- with good reason. Holding data hostage and forcing users to buy ads to see it is pretty dirty pool, in my opinion. Most of my clients cannot lay out the money just to grab data, so we've had to come up with some creative ways to see information at a keyword level. I've shared previously how using a "Not Provided Filter" can give you insights into landing pages that are triggered by a keyword search. If you know the landing page, you can extrapolate and "guess" what the keywords might be. This is great if you have time to really look [...]


A Marketer’s Guide To User ID Targeting — Part 2: Understanding Android ID & The Future Of Mobile User IDs

Apple vs. Android Since I wrote the first article in this two-part series, a lot has come to light regarding the use of mobile user IDs -- especially Android ID, of which the public knows little about compared to the far more publicized Apple UDID and IDFA. In closing out this user ID targeting series, we'll dive into Android ID and discuss the future of user identification in the mobile industry. Understanding Android ID Android ID is a software identifier that changes every time an Android device is reset to its factory settings. It has emerged as the leading choice amongst publishers in utilizing Android u [...]


R.I.P. EdgeRank: How To Optimize For Facebook’s News Feed Algorithm

facebook-newsfeed-featured As you may have heard, Facebook EdgeRank is no more. A Facebook insider confirmed that the term [EdgeRank] is no longer being used internally (and hasn't been for over two years) and noted that there are currently over 100,000 factors that go into what a user sees on their News Feed when users log into Facebook. While Facebook has not explicitly told us what these factors are, they have shed some light on  the process involved in developing their most recent ranking algorithm update. The company surveyed thousands of users, asking questions to help determine what exactly makes a "high-qua [...]


How To Update An Entire Dashboard In Excel With One Radio Button [VIDEO]

How to create an interactive dashboard in Excel I've been writing a series on how to create dashboards in Excel that started with this post on Search Engine Land and carried over to Marketing Land. Now, I'm going to show you a trick that will give you the ability to control an entire dashboard with one menu -- in this example, a radio button menu. In the sample file I'm including, I've put months in the menu at the top of the dashboard, but you could put anything in there to segment your charts and tables: countries marketing channels departments in a company sales staff traffic source affiliates etc. Just as I mention [...]


How To Collect Email Subscribers With Landing Pages That Convert At 50%

vero-remarketing-ad Using a dedicated landing page for an email marketing list can lift conversion rates up to 50%. That's an impressive figure! Better yet, a landing page per list, or per campaign, gives you the power to maximize the effectiveness of each individual funnel. This means you can play with all of the elements from the moment the customer hits your landing page to the moment they receive and react to your emails. Perhaps best of all, dedicated email landing pages allow you to use all of the great conversion optimization techniques that usually apply to your landing pages, so you can use the [...]


Guest Blogging: A Beginner’s Guide

pitch While guest posting may seem like a simple concept in theory (All I have to do is write a little something and get someone to post it -- easy!), it really isn't in practice. There are more steps to it than you might think. And even if what you’re writing is awesome, readable and informative, that doesn't mean that Google is going to deem it so. Getting your guest post out to the right place is an essential piece of the guest posting puzzle because you want to be certain that you're feeling out the appropriate opportunities. Just trying to shove your guest post in anyone's face who is wil [...]


5 Ways To Be More Transparent In Your Marketing

strategy We all understand the importance of transparency -- this past year alone, we've seen the titans of tech have transparency wars, and Google itself has committed to transparency as a core value. At this point, companies know they need to be honest to build trust with consumers and, hopefully, that translates into brand loyalty. But why, if it's so important, do so many marketers fail to invest in transparency? There are a lot of excuses for keeping your cards close to your chest. Some include fear of losing control of the story, not having the time or resources to invest, or simply not feelin [...]


Is Your Site Foreign To Visitors? How To Present A Tourist-Friendly Experience

Like visitors to a foreign city, your Web visitors are looking for something familiar. You're being tested. Right now. You're being probed and compared and measured and documented. Would you like to know your results? [caption id="attachment_58698" align="alignright" width="300"] Like visitors to a foreign city, your Web visitors are looking for something familiar.[/caption] Having spent the past week in two foreign (to me, at least) cities -- Frankfurt and Stockholm -- I've tackled the challenges they presented with a mix of science and creative abandon. I've been finding my way through these marvelous cities alone, most of the time. I needed very much the same sorts o [...]


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