When it comes to business budgeting, two popular approaches stand out: top-down and bottom-up budgeting. Which one you choose will have lasting effects on how your departments spend their money. One place where this really matters is your marketing department. Many companies cut their marketing budgets when times are tough, even though this has proven… Continue reading Top-Down vs. Bottom-Up Budgeting: Which Should You Use?
Author: Silverback Strategies
Digital Marketing Strategy Frameworks
A robust digital marketing strategy framework is essential to streamline your marketing and increase sales. As a marketing tool, frameworks can save your company time and resources and provide valuable insights into audience behavior. Before long, you’ll start to see real results in terms of efficiency and effectiveness. Here’s everything you need to know about… Continue reading Digital Marketing Strategy Frameworks
How to Write SEO Headlines
80% of readers never make it past your headline. And for the lucky 20% that do, most will click away after a quick skim through. In this day and age, you have to grab the reader’s attention in a few words—that is, if you can even get in front of them. How people see and… Continue reading How to Write SEO Headlines
Google Analytics 4 vs Universal Analytics
In March 2022, Google announced plans to phase out its Universal Analytics reporting platform. All standard Universal Analytics properties will stop processing new hits on July 1, 2023. 360 Universal Analytics properties will stop processing new hits on October 1, 2023. This news should be enough for marketers to pause and examine their options. Let’s… Continue reading Google Analytics 4 vs Universal Analytics
What is Editorial SEO?
We work in an organic search environment that has evolved dramatically in the last few years. We are told keywords don’t matter anymore and context is king. No-click search is slowly taking over search engine results pages and we must plan for “On-SERP SEO”. We are told to optimize for voice search as user behavior… Continue reading What is Editorial SEO?
Advertising on Facebook Metaverse: What Does the Future Hold?
We all know Facebook. Where your Grandmother posts gushing photos of all her grandchildren and makes awkward comments in front of all your friends. She joined, along with nearly 3 billion people, the social media giant before it became Meta. But does she even understand what the Facebook Metaverse is? Do any of us? If… Continue reading Advertising on Facebook Metaverse: What Does the Future Hold?
How to do a SERP Analysis
Getting more clicks to your website means ranking higher in search results. The way to do that is through a high rank on the SERP: search engine results page. As users look things up online, they’re presented with a list of resulting links that pertain to their inquiry. And if you want your company’s page… Continue reading How to do a SERP Analysis
The Impact of Apple iOS 14.5 on Facebook Ad Campaigns
On April 26, 2021 Apple released an update to the recent iOS 14 software, iOS 14.5, which put an emphasis on user privacy through their App Tracking Transparency feature. Companies running Paid Social Ad campaigns on Facebook saw an impact on performance as users were opted-out by default. Instead, they now have the option to… Continue reading The Impact of Apple iOS 14.5 on Facebook Ad Campaigns
LinkedIn Digital Marketing: How to Scale Up to A Full Funnel Strategy
Sales organizations that thrive on a steady flow of inbound leads have an opportunity to leverage paid social for lead generation. LinkedIn digital marketing may be a viable option for some. Other companies may not fare so well. But if there’s a good fit, scaling up to a full-funnel digital marketing strategy on LinkedIn could… Continue reading LinkedIn Digital Marketing: How to Scale Up to A Full Funnel Strategy
What is First-Party Data? How Can Marketers Use It?
In the wake of data privacy laws and device settings, marketers are learning the importance of first-party data. It can be incredibly valuable when used properly, but many marketers do not have a cohesive strategy for collecting, organizing, and activating such a useful resource. What is first-party data? How do you use it? Let’s dive… Continue reading What is First-Party Data? How Can Marketers Use It?