Category

Strategy

How to Frame Your Website Content for Effective SEO

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Organic search is an essential part of any lead generation strategy. Businesses need to be found online and SEO can make the difference between showing up on page 1 rather than page 4. The key is quality, relevance, and unique solutions.  SEO is competitive. There are millions of websites and a billion blogs. The web is polluted with content, and Google only displays about 8-12 organic choices on the first page of a search. If you’re not on the first page, there’s a very good chance you’re not being seen.  Small businesses may not be able to compete with high…

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How an Aggressive Marketing Strategy Could Be the Best Thing During COVID-19

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To fight or flight. Every business is questioning their strategy, and unfortunately, there aren’t many Harvard case studies that include a pandemic. These are unprecedented times, but business is by no means closed. Companies who fight for market share could benefit from low competition and cost-effective ad rates.  Like all of us, buyers have changed. There is tremendous opportunity for businesses to capitalize on the moment by adapting their strategies to a different economy.  The marketplace will continue to change after social distancing ends. Buyers will have a new set of problems and it’s our responsibility as marketers to better…

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Four Tips to Improve Your Marketing Attribution

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Marketing attribution is one of the hardest challenges we face as marketers. A prospect can have anywhere from one to hundreds of touch-points before making a purchasing decision. In order to optimize ROI, marketers need to identify the effectiveness of their campaigns and figure out which channels are actually driving revenue. Here we explain the premise behind attribution as well as some tips further below.  What is Attribution? Attribution refers to measuring the effectiveness of the marketing interactions a prospect has with a brand. Simply put, the goal of marketing is to convert prospects into customers. The process of doing…

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How to Score Big With Your Next Press Release

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. The adage that “PR builds brands and advertising defends them” is truer than ever. More than at any other point in history, people want to know what other people--neutral third parties--think about a company before considering what a company says about itself. Social media has opened the floodgates to third-party recommendations, and journalists, whether bloggers, reporters, or reviewers, hold as much sway as social likes and follows. A thumbs up from a respected publication can give a huge boost to brand awareness and sales. The press...
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What is a Media Database?

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Public relations is all about getting press coverage for your company and product, and managing press relationships when good news and bad news happens. With the proliferation of media outlets, knowing who is writing about your industry or business can be extremely challenging. Media database platforms (Cision, Meltwater, Muck Rack) have been created to help. These are platforms that include a database of multiple types of “influencers”--journalists, bloggers, analysts, columnists and more and the “beats” or markets that they cover. Features vary from platform to platform,...
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How and When to Use a Wire Service

This blog post is part of “The Ultimate Guide to Public Relations” blog series. Press release wire services have traditionally been the go-to channel for widespread press release distribution to search engines, top publications, and national newsrooms. The largest service providers for wire releases include PRWeb, PRNewswire, BusinessWire, and MarketWired. What to Expect from a Wire Service In terms of cost, wire releases can run from around $100 - $1,000, depending on the level of distribution and features that you’re looking for. There is a nice sweet spot in the $250-$350 range that should serve the majority of people’s needs....
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5 Reasons Not to Issue a Press Release

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This blog post is part of “The Ultimate Guide to Public Relations” blog series. Companies often issue press releases that should not be released--either because the news is not really news, or because a wire service is not the best way to reach actual journalists and other influencers. There are plenty of reasons to make an announcement through a press release, the primary one being that you have genuine news that people want to know about. Why would someone announce something that isn’t news? Well, first of all, many company leaders are confused about what is and isn’t news. Secondly,...
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