25
Apr

How to Effectively Leverage UTM Parameters

By: Kristie Colby
While their use has been around for quite some time, I’ve found that many marketers are confused about how they should be leveraging UTM parameters to track their digital efforts. UTM parameters are tags added to the end of a URL that will allow marketers to obtain data from different marketing campaigns. The tagged UTM...
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13
Mar

Effective ABM Strategies for B2B Marketers

By: Kristie Colby
Account-Based Marketing (ABM) has become a large focus for B2B organizations.  The concept of casting a smaller net and focusing on key accounts and prospects is a massive departure from some traditional marketing strategies.  Marketers are now collaborating with their Sales counterparts (gasp!) to identify specific companies and individual stakeholders within those organizations they want...
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26
Aug

Implementing Google Expanded Text Ads

By: Kristie Colby
In February of this year, Google announced they would no longer serve ads on the right “rail” (or sidebar) of their search results.  This move was designed to improve the consistency of the search experience when using multiple devices, especially mobile devices that lacked the space to show results in the two column format.
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05
May

Keyword Explorer – Moz’s New Keyword Research Tool

By: Kristie Colby
For quite a while, SEO’s have had limited options when it comes to keyword research.  Most use a combination of Google AdWords’ Keyword Planner and manual searches to gather related search query suggestions and assess the current search results.  Moz is now trying to take the keyword research tool to a new level with their...
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16
Sep

4 Tips to be a More Effective Communicator

By: Kristie Colby
I have found that communication can be one of the harder skills to master – largely because it tends to be an “add-on” to the skills that are required to do our jobs from a technical perspective (we search marketers can be total geeks about our work!) Here are 4 easy tips to help you...
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15
Sep

How to Survive Change in a Digital Marketing Agency…And Learn to Love It!

By: Kristie Colby
Most people have a hard time dealing with change. It’s disruptive and it can be challenging, and yet it’s a part of life. In the online marketing industry, change is the norm. We are constantly keeping up with the latest innovation, algorithm update, advertising feature, and technology… add to that frequent personnel and client changes!...
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11
Mar

Hiring a Search Marketing Agency: 4 Essential Questions To Ask

By: Kristie Colby
There are many questions that should be asked during an RFP or interview process for hiring a Digital/Search Marketing Agency. After executing countless client on-board processes, I have found that ensuring a good fit between a client and an agency comes down to asking the right questions. I recommend that you ask these 4 critical...
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