16 Feb '17, 5pm

Pulling The Lever: Marketing Wins and Where They Come From

Marketing is exhausting. I’ve had my share of days when I’ve said: “Why the hell am I still doing this?” Getting one person after another from why to why not requires energy and patience. I run out of the latter more often than the former. Regardless: Exhausting. But now and then my team and I find that one lever —that one thing—that turns a client’s marketing campaign completely around: The time organic traffic jumped after you fixed duplicate content The change to the “buy now” button that increased conversions 15% An architectural tweak that shot a client to the top of the rankings Revamped campaign structure that reduced PPC costs 30% Modified social targeting that boosted engagement I love when that happens. I can point to the moment we changed something and foomp, a client’s business has a marketingasm. Marketers don’t often get to do that. It’s energizing. For me, i...

Full article: https://www.portent.com/blog/internet-marketing/marketing...

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