“People know ads are trying to sell them something so they’re less likely to listen,” Berger said. “Even social media has become less effective. People don’t read even 10 percent of what comes through their feed. There just isn’t enough time.”
According to Berger, getting people to talk about your content is key to getting it to go viral, because people will listen to each other before they listen to an ad.
But word of mouth can be slow going, whereas ads can reach more people much faster. Berger explained that in the best cases, advertising can help create word-of-mouth, so the two tools can complement each other.
4. Harness influence, and even nonconformists will listen.
“There is a great quote that says that ‘even nonconformists don’t drink coffee,’ and it makes a nice point,” Berger said. “Even people we think of as not conforming to the mainstream are often just conforming to a different norm or group. Even when avoiding what others are doing, we’re still being affected by them.”
Being different from someone else isn’t the same as not being influenced, but that’s not a bad thing.
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“Imagine if you had to pick a dry cleaner or a mechanic without being able to ask anyone else. It’d be a lot of work,” Berger said. “Others’ opinions provide a useful shortcut that makes decisions faster and easier.”
We are all constantly influencing each other through our daily interactions, and those interactions impact every part of our lives. We shape each other’s decisions without even realizing it.
As Berger says, “The more we understand influence, the more we can harness its power.”
It’s the one question we all get when we meet new people: “So what do you do?”
For some folks, it’s a clear and specific answer — medicine, law, sales, etc. “I’m in pharmaceutical sales,” is an easy one for some people.
For marketers, though, there is no easy answer because it depends on a variety of factors that play into the type of marketing that any of us may do. There’s no single job description that could possibly capture it all.
“Oh, so you make commercials?”
“You build websites?”
“Do you do PR?”
Yes, yes and yes. But that’s not really all that we do. In fact each of those very tangible outputs is just a small fraction of what we do as marketers. It’s a lot more complex than simply creating an advertising campaign, although that is what most people see.
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How do you talk about building a brand strategy? Or developing target markets? Or building social media communities?
There’s no one specific way to sum up everything a marketer does. I’ve almost given up trying. How can we possibly capture it all in one succinct, ready-for-a-cocktail party answer?
Try this on for size: “I’m in marketing, and I make decisions.”
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Yes, there is in fact one thing that all marketers do, regardless of industry, regardless of size and regardless of whether we’re in a company that’s publicly traded or privately held. We make decisions.
We make decisions about how to create, maintain and grow our businesses. We make decisions all day long.
With a base foundation of a strong brand identity and strong knowledge of our customer, we make decisions that put out fire drills; produce immediate results; and create long term success. In fact, we have to decide on our brand identity and our customer before even get started.
We make decisions on pricing, packaging, communications, new product developments, employee relations – the entire gamut of running a business. These are decisions that are made by marketers.
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We do that. We make those decisions all day long. Some are small and quick while others are bigger and farther reaching.
It’s the obvious stuff, like what customers see in the marketplace, but it’s also an entire range of work that includes how to handle a product issue or a social media snafu.
A marketer’s work is never done.
So next time someone asks you what it is that you do, don’t just mumble out an answer about advertising or promotion, tell them you make decisions all day long.
Search engine optimization (SEO) requires special attention to a number of moving parts, all at the same time. You need to know your goals, your priorities and your progress in each of a dozen or so different areas. And those targets are constantly moving due to internal and external pressure. It’s a stressful position, but fortunately, you don’t have to do all the work yourself.
SEO is, at its core, a way to use technology to your advantage, and there are lots of technologies that exist to make that route easier and simpler to follow. Some of these exist as paid platforms, but there are plenty of free options for the frugal marketers and entrepreneurs of the world — and they happen to be some of the best tools, regardless.
These 10 tools are free, easy to use, beneficial and available to everyone:
1. Google Analytics.
Google Analytics is the granddaddy of all free SEO tools — and you can tell it’s good because it’s offered by Google itself. Completely free to manage dozens of different websites, all you have to do is install a custom generated analytics script on your site to start tracking tons of detailed information about your traffic, including where your traffic is coming from, the behavior it takes on site and even monetary factors like your conversion rates. It’s one of the best tools for figuring out how effective your campaign really is and ways you can improve in a number of different dimensions.
2. Google Webmaster Tools.
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Google Webmaster Tools is a nice complement to Analytics, providing you with more in-depth and technical information about your site’s current performance (as well as recommendations for changes within the search console). With Webmaster Tools, you’ll get warnings if your site is down or broken, or if you’re in violation of any Google policies. You’ll also be able to access information like how Google is indexing your site and recommendations on onsite SEO factors like your title tags and meta descriptions if they aren’t in order.
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3. Open Site Explorer.
Moz’s Open Site Explorer has a more specific function than analytics, specializing in the analysis of inbound link profiles. Sometimes professed as the “search engine for links,” Open Site Explorer exists to help you uncover and analyze all the links currently pointing to your site. This is incredibly valuable for determining your domain and page authority growth, as well as spying on competitors to determine what SEO tactics they’re using. It’s best used as a way to weed out bad links and identify your strongest potential paths for backlink development.
4. Google Keyword Planner.
Google’s Keyword Planner is meant for use with AdWords, but it works just fine for organic keyword research too. With it, you can generate tons of new ideas for target keywords and phrases, discovering information like search volume and competition level for your prospective targets.
5. Moz’s Keyword Explorer.
While it is beneficial, Google’s Keyword Planner isn’t perfect. Moz’s Keyword Explorer attempts to bridge the gap with a number of extra keyword research tools, such as more accurate information about factors like search volume and more concrete recommendations for which keywords to go after.
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The free version of BuzzSumo doesn’t have all the bells and whistles of the full version, but it is worth using for your content strategy. Here, you can investigate the popularity of various content topics and discover influencers who can help support your campaign.
Again, SEMRush has both a free and paid version, but the free version is still helpful. Here, you’ll be able to investigate your relative SEO positions and your competitors’ positions, guiding your tactics in more competitive directions. SimilarWeb deserves an honorable mention here for these capabilities as well.
QuickSprout offers the best free SEO audit tool on the web, so it deserves a place in this list. Use it to analyze your website’s SEO, traffic and competition metrics with the click of a button.
9. Spider View Simulator.
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Google indexes sites in its search engine through the use of spiders, or web crawling bots that scour the Internet for information. These spiders can be directed in a number of ways, both positive and negative, to form an impression of your site. For example, they may skip over an entire section of your site if you accidentally block it. Spider View Simulator allows you to see your site the way a spider would, so you can identify and prevent these problems proactively. http://www.reviewengin.com/