Solving for Marketing Incrementality with Data

Remarketing is an effort by a business to keep the lines of engagement open between them and their audiences. One of those valuable audiences to keep remarketing to is your customers. Your customers have shown awareness, interest, and buying preference for your company already. That relationship is one of the most important things to keep the engagement going. Grow your business by remarketing to your customers and attracting them to come back for more.

Brands often advertise to put a physical and tangible piece of marketing in front of their audience. Direct mail marketing can be a very effective tool for driving sales, promoting brand awareness, and winning market share from competitors. Local businesses often lean on direct mail marketing as an effective way to reach their local market with a targeted message. What determines success for direct mail marketing is being able to properly utilize the medium to reach your goals.

How do small businesses use Google Analytics 4? Many small businesses were not even familiar with Google Analytics 3/UA. All businesses have been told to shift over before July 2023 but should small businesses implement the new website analytics before then? Figuring out Google Analytics 4 is now something small businesses are going to have to do. Many business owners and marketers are already busy running their businesses and don't have time to learn a new analytics tool. Growing a small business while trying to navigate Google Analytics 4 can be difficult.

Small businesses with fewer resources can win non-branded traffic from larger brands. Winning non-branded traffic starts with identifying the right opportunities from search traffic. Opportunities might be keywords that are lower difficulty and less competitive, better content and page experiences or being able to increase engagement and conversions from pages. There are two mediums within search traffic that have non-branded keywords: PPC search (paid), and organic search (earned). Within each of these two mediums, there also exists short-tail and long-tail non-branded keyword phrases. Everything searched for is based on demand and as a brand of any size, you have to work within the demand of non-branded traffic.

The first week into management and you have probably found yourself wanting to motivate and change the attitudes and behaviors of your employees. Changing the behaviors of your employees can be a difficult task. The best managers rely on feedback to change the behavior and attitudes of their employees. The truth is many employees do not change simply because you ask them to. Managing employees comes with the territory of being a leader. One of the best ways to change employee behavior so that it sustains is to use praise.

Every year marketing innovations rise and with it comes new ways for businesses to grow. The tough part is trying to predict where marketing is going to go in the future. Even a few months into next year could see changes. Experts seem to be weighing in that the future of marketing is being shaped by the recent pandemic and consumer privacy laws. So what are the latest trends that are already shaping the marketing industry? The latest trends shaping the marketing industry for 2023 will impact how your business generates revenue.

Every business needs a competitive edge. Using data, operational efficiency, automation, and marketing into the right channels a business can gain a significant competitive edge. Understanding how a business is generating a consistent flow of revenue serves the business better in the long run. Improving the marketing strategy starts with looking at the data you have. There are only a few ways to increase the flow of revenue and every business leader should be looking at these inside their business. We are joined by Jon Torrey from Searchlight Digital to talk about revenue flow.

Marketing incrementality is not marketing attribution. Marketing incrementality is measuring beyond attribution using experimentation. The conversion or lift that would NOT have occurred without marketing's influence is marketing incrementality. Businesses of all sizes can measure marketing attribution and incrementality using the data they have. The better a business is at understanding and taking action on marketing incrementality the better off they are at growing revenue.

What can small and medium businesses do to avoid the risks of an economic recession? An economic recession impacts businesses small and large, local and global, and can completely redefine the market. Preparing for an economic slowdown with recession strategies ensures that your business can weather the storm. Strategies that worked in past recessions might not work tomorrow. Businesses that move too slowly in solving recession-based issues might not survive. Businesses that thrive in an economic recession can grow larger and faster than ever.

Video is a powerful medium to grow a small business. However, many small businesses don’t understand how to implement video into their marketing strategies. Many small businesses struggle to justify the costs of producing videos. Should a business get its own equipment, hire a videographer, and put in the effort it might require making videos? Are people even consuming the videos and then becoming customers for businesses? Navigating video marketing for a small business is tricky. If a business can identify ways to use video in their marketing strategy the opportunities are out there. We explore all this with David Feinman on the episode.