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Marketing Study: Time for More Digital Transformation

I'm intrigued with the phrase "digital transformation," which is promoted by the Altimeter Group in its new study, "The State of Digital Transformation."

Basically, it sounds like companies can succeed on multiple levels when they seriously explore how they're marketing and make adjustments to connect with customers who are at different engagement levels. But it's not simply a matter of diving into a new marketing channel. The decisions will involve some kind of culture change (e.g. revised individual roles and team tasks).

The Altimeter Group defines digital transformation this way:"To focus our initial research, we defined digital transformation as a movement under a customer-centric lens:  The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle."digital-transformation
Too often, businesses seem stuck in the same practices and marketing channels, ignoring opportunities like e-mail marketing and SEO.
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Google SEO HTPPS Ranking Boost Is Misleading

I guess it's OK to get excited about the new ranking boost some web site owners can get by switching their web sites from HTTP to HTTPS.

But I'm not impressed.

Just like other updates or changes, people make a big deal out a small thing. They suddenly act like it's the most influential factor with search engine rankings. It isn't - far from it.

I would have a tough time telling clients they need to mess with their established web site URLs and redirect them to take advantage of the https option. Maybe I will pursue it in a rare instance.

The fact is that web sites still need to improve what's lacking elsewhere like good content, including long pieces. Web site owners also need quality inbound links, effective SEO page titles and much more.

Learn more here:

http://www.webpronews.com/what-googles-new-ranking-signal-means-for-you-2014-08

http://www.seroundtable.com/google-ssl-https-ranking-signal-18966.html

Essentially, it's supposed to reward web sites for using HTTPS instead of HTTP because site security will be a signal that is rewarded - like when a site uses Transport Layer Security (TLS).… Read more

SEO Guide: Learn When Search Engine Optimization Is a Waste of Money

seo-waste-money-roiPeople sure have strange notions about how search engine optimization (SEO)  is supposed to play out in their businesses.

The truth is, SEO can be costly with nothing to show for your expense.

Get my free guide, “Are You Wasting Your Money on SEO?” to learn what you should consider before dishing out precious cash for a strategy that may not pay off.

Get the guide today.

If you're planning to attend Content Marketing World, you should add on my half-day, pre-conference SEO workshop: “Planning, Refining and Measuring SEO for Content Marketing.” I will explain how to shape and a measure search engine optimization in light of content marketing.

Register for Content Marketing World (mention MurrayCMW and get $100 off of the conference fee):

Obviously SEO is still a viable option for businesses – from the small business owner forced to wear many hats to large corporations.… Read more

New Social Media Marketing Study Makes Me Wave Caution Flag

I really like Social Media Examiner. Founder Michael Stelzner and his team create tons of outstanding content. Weighed carefully, the insights can be invaluable for any professional working in social media.

The problem is that social media is only one of many tools that small businesses can use to generate more leads and sales. Nurturing an e-mail database is a must. Creating and updating a reasonable web site is essential. You can always dive into paid search, SEO and link building as well. Where are you hunting for that next customer online?

Social Media Examiner just released the "2014 Social Media Marketing Industry Report," a comprehensive resource with 50 pages of analysis and charts based on a study of 2,800 marketers.

Get the social media study.

But I think it's a good time to wave the caution flag because marketers and small business owners can get caught up with the excitement of social media without thinking through whether it's a good fit given their resources and priorities.… Read more

Why Small Business Owners Fail with SEO Strategy

web-design-seoI used to say that small business owners and other executives fail with an SEO strategy because they ignore it or it really never makes it on the priority plate.

But that's only part of the story.

They try and fall short because of the overused Field of Dreams scenario.

I just spoke with an owner - a very smart guy who designed a great fashion product. The problem is that he doesn't know much about marketing. He trusted some folks who did his SEO.

They assumed with their SEO strategy that it's a one-time exercise. It isn't. They have keywords in some of the ideal places. So what? What if they're the wrong words? They had no plan to test different scenarios. Complicating matters is the scarce content. You have to love the images - hard to miss. But how will the site excel without content?

It's a niche business.… Read more