Digital Marketing Strategy

The best pages to welcome incoming traffic depend on your goals. This will largely be based on how the individual pages are SEO optimized. Generally speaking, these are the pages you’ll find get more

The intersection of digital and direct mail can be a powerful combination. I have run many direct mail campaigns (actually direct FedEx!), where a package is sent to a prospect, and the materials poin

This will be very specific to your business and offerings, but I have found success in print within niche publications. Oftentimes you’ll want to pair this with a digital channel to amplify the messag

In most cases, you would want to keep the URLs of the posts and pages the same. If the pages had good organic rankings, maintaining the URLs is essential to maintaining those rankings. Additionally, i

I highly recommend implementing 301 redirects if you are changing your URL structure. This will help preserve some of the positive SEO signals you have generated. Keep the URLs as is if solely the con

The first step in ranking demand generation lead sources is understanding what success looks like. What KPIs are you using to evaluate the channel (e.g., conversion rate)? Once you have established h

SEM is an excellent way for a company to get up and running by responding to demand in the market. Early-stage companies who have not established their brand can start driving interest and opportuniti

SEM is helpful at a variety of stages. I wouldn’t say there is a specific moment when a company should focus on an SEM strategy though. It depends on your goals. Here are some questions to consider f

I am of the perspective that website optimization should be incorporated as a priority (at least to some capacity) with all digital marketing strategies. I believe having a testing mindset is critical

To make sure strategies align, you have to ensure that sales and marketing are reading from the same sheet of music. When a marketing team is measured on leads, not opportunities (pipeline/revenue), m