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Private Equity Digital Marketing

We talk with a number of Private Equity firms each month and the one thing that comes up about 50% of the time in our conversations is “Should their firm being doing SEO?” and “Does SEO even work for Private Equity?”

The other half believe that SEO for Private Equity works but needs to better understand how so they move forward on getting the results they need it to produce.

Here we explore how your firm can increase exposure, acquire new investors, increase deal flow and attract talent to your firm all using SEO tactics specific to the Private Equity space.

 

Does SEO Work for Private Equity Firms

Yes. Private Equity firms are actually in a position to capitalize on SEO better than many other industries. The reason being that the majority of firms aren’t actually doing it. Many firms just don’t think about it or they don’t think it’s necessary, but this is old school thinking that you see across a lot of industries (manufacturing as an example) that hang on to only the tactics of the past and keep out any of the new methods to market and attract investors, deals or talent.

The basic logic of how SEO works alone makes sense for all firms to be doing it. If someone searches for your firm, searches generically for a private equity firm or searches for a private equity firm specializing in a specific industry you would want your firm to show up.

Some would argue that no one is searching for private equity firms online but that is simply untrue.

Take a look at the Keyword Chart below that shows almost 10,000 searches per month for Private Equity Firms, 720 searches per month for Dallas Private Equity Firms, 2,900 searches per month for Providence Equity Partners and 90 searches per month for Private Equity Firms Energy.

seo for private equity keyword chart

This example shows that people are searching for firms in different ways, in specific areas and in specific verticals.  So Yes, SEO does work for Private Equity firms.

 

Build Awareness for Your Private Equity Firm Using SEO

By implementing an SEO Strategy for your Private Equity firm it will immediately bring you new visibility that you previously did not have. Image showing up in the search engines for a variety of different searches with different intents. This exposure is building awareness for your firms brand that otherwise wouldn’t have been gained.

This result is a longer term, brand building benefit but it comes regardless of your primary objective. We speak about it as a positive byproduct of doing the SEO work.

 

SEO Strategy for Private Equity Firms

Something that is grossly overlooked by most agencies who say they do SEO is mapping the SEO Strategy to the firms goals and targets. What you’ll find much of the time are agencies showing you how many times the term Private Equity is searched on Google, but the problem with that is it isn’t focused.

Your firm is involved in acquiring investment, raising capital, and deal origination. So the SEO strategy is going to focus on content that speaks to the questions potential investors or target business owners are searching that relate to your firm.

For example: Investors might be searching for a specialized private equity firm OR a new investor might be searching for a way to diversity their investment portfolio in something other than securities or bonds. For the latter you would do keyword research on and optimize for answering that exact question.

Another Example: A business owner may be searching for alternative financing options to purchase new equipment so they can expand production. Your firm could do keyword research and optimize an article on doing exactly that but using your private equity firm as a way to capitalize the business.

Thinking about what your target investors, partners, owners or new hires are asking will give you the foundation for creating an SEO rich content strategy for your private equity firm.

 

SEO Tactics for Private Equity Firms

Again this is where most agencies go to immediately when talking about SEO to firms like yours. The problem is this is the part you care about least. You want results. Results like acquiring new investors, increasing deal flow and recruiting top financial talent.

But the reality is that these tactics must be executed (and we at Acumen Studio do this very well), so we’ll briefly share with you the things that need done to ensure you are technically and strategically optimized for the search engines to get visibility, build awareness, build authority, generate traffic, leads and close more of everything.

Develop Your SEO Strategy

We talked about this earlier in the article, but you need to start here. Do this first! Define your targets and create content based on their needs and how you meet those needs.

Do Keyword Research

This is done once you’ve defined your targets to ensure the Keyword Research is being done from the correct perspective. Without the right target or intent while doing this research you’ll end up with an unfocused set of results.

Technical SEO

This the implementation of SEO tactics that include things like optimizing your firms Title Tags, Meta Descriptions, H1 tags, increasing page speed, creating a sitemap, etc.

On-Site SEO

This the implementation of updates to the copy on your site to include keywords, complimentary keywords that support the primary keywords, as well as adding elements related to conversion optimization such as submission forms, click to call phone numbers, etc.

Off-Site SEO

This the implementation of tactics that are not done to your website directly. Most commonly this is optimizing your Google My Business listing and then doing other tasks such as getting your firm listed on directories, backlinking, running PR campaigns to get off-site exposure, etc.

*At Acumen Studio we don’t run PR campaigns, do backlinking or directory listing. We encourage the firms we work with to do this, but PR is a completely different skill set and backlinking being done by an outside agency has an imbalanced ROI

 

Doing all of these SEO related tasks for your Private Equity firm are guaranteed to generate more attention from investors, increase your deal flow and allow you to be found more often by new hires looking to join a firm.

 

If You Are Looking to Close New Investors, More Deals or Have Questions, Call Us at 866-357-7422

Or Submit your information below

    Commercial Real Estate Funds have HUGE opportunity to grow with so many deals to be made in the market.
    The great news for funds like yours is that investors are clamoring to find reputable firms who are engaging in profitable deals and developments.
    The question that most commercial real estate funds have though is, “How can I find new investors?”.

    In this post we share two of the easiest ways to connect with these new investors.

     

    Competition in the Real Estate Fund Space

    Competition online from platforms like Fundrise, Crowdstreet are real competitors that are crowding the space, but real accredited investors aren’t using these platforms. Private Accredited Investors, Institutional investors and family offices are all looking for the expertise of successful / proven firms & funds that can the get job done with deals that will pay off big.

     

    How Commercial Real Estate Funds Can Increase Investor Leads Online?

    Most real estate funds simply reach out to their existing network. Previous investors, partners, colleagues, friends and family are all strong sources for raising funds. And while that will bring success there is the obvious limit our how much liquidity exists within that network.

    But what if you want to go bigger by raising more capital and closing larger deals?

    To increase capital you have to expand to outside of your current network and using digital marketing will get your there. Advertising to investors online is literally the most effective way to scale your visibility and generate new investor leads. Here are a couple strategic approaches to how this will work.

    1. Investor Acquisition Online using LinkedIn Advertising
    2. Advertising on Investor Networks and Publications to Increase Awareness & Investor Leads

     

    Finding New Commercial Real Estate Investors for your Fund using LinkedIn Advertising

    Most fund managers know that LinkedIn is a great network to connect with and directly reach out to commercial real estate investors, but what most don’t know is how to run successful campaigns on LinkedIn that are efficient and scalable which deliver a consistent flow of eager accredited investors.

    Running these ad campaigns get you in front of those investors and makes it easy for them to see your message and connect by calling, messaging or getting more information to start the conversation on investing with in your fund.

     

    Increase Visibility for Your Commercial Real Estate Fund by Advertising on Investor Networks & Publications

    This is similar to the LinkedIn ad campaign strategy but different in that you aren’t targeting individuals but instead making your firm / fund visible on the finance, real estate, and investment websites and publications those investors are reading.

    By sharing the message on your ability to drive big returns for investors, you’ll have a consistent flow of opportunities that will fuel your funds growth.

     

    If You Want to Talk With Us About How You Can Increase Your Investor Leads or Have Questions, Call Us at 866-357-7422

    Or Submit your information below

      The two things every firm needs to grow and thrive are Investors and Deal Flow. They both have to exist and can’t live without the other.

      So in this article we are going to address how your firm can increase it’s Deal Flow by using digital marketing tactics that most firms aren’t doing.

       

      How Can Private Equity Firms Increase Deal Flow?

      Most firms have been doing this by tapping into their personal and professional networks which works well but has it’s limitations built in to the reason that it is so successful for them / you. Your Network!

      Digital marketing strategies focused on deal acquisition are the most effective way to scale your visibility and generate new leads on prospective deals. Let’s look at a couple strategic approaches to how this works.

      1. Deal Acquisition Online through LinkedIn Advertising
      2. Investor Network Advertising to Increase Awareness & Deal Flow

       

      Increase Deal Flow for Your Private Equity Firm through LinkedIn Advertising

      Most deal origination teams know that LinkedIn is a good place to connect with and gain direct access to brokers, owners or partners, but what most don’t know how to do is take the strategies that are successful in connecting & sourcing deals on LinkedIn and turn that into a scalable ad strategy on the LinkedIn ad platform.

      These ads get you in front of the exact people you want to connect with and those same people who have assets that fit your deal criteria will see your message and connect by calling, message or getting more information to start the conversation on making that acquisition.

      It really is that simple!

       

      Increasing Deal Flow for Your Private Equity Firm by Advertising on Investor Networks

      Similar to the LinkedIn strategy but different in that you aren’t targeting individuals but instead making yourself visible on the finance, real estate, or commodity websites and publications those brokers, owners and partners are reading.

      By sharing the message on your ability to drive returns for the deals you acquire, you’ll have a consistent flow of opportunities that will fuel your firms growth.

       

      If You Want to Talk With Us About How You Can Increase Your Deal Flow or Have Questions, Call Us at 866-357-7422

      Or Submit your information below

        As we enter December now is the time to finalize plans moving into 2021.

        Specifically focusing on your Marketing Plan for 2021 is what we’re most concerned about as a Marketing Agency.

        Even more specifically we want you think think about your lead and customer acquisition strategy for the new year.

         

        Questions We’re Asking

        1. Do you have a Lead Acquisition plan for 2021?
        2. If not, In 2021 are you looking to gain NEW Customers?
        3. If so, Do you currently have a overall / broad marketing plan for 2021?

         

        If you want to bring in new customers next year and don’t have a broad marketing plan for 2021 at all we suggest at a minimum roughing out ideas you have on promoting the business. But if a big part of your strategy is new customer growth then even more important will be your lead acquisition strategy.

         

        Here are the components of a 2021 lead acquisition strategy that you should consider

        • Is your website optimized for search engines (do you rank well for everything you do / sell)?
        • Is your website optimized to convert visitors when they get to your site?
        • Are you actively publishing content / blogs to your website?
        • Are you actively publishing content to your social media channels?
        • Are you actively running ads that target your primary customers to drive them to your website or to the phone?
        • Are you sending out at a minimum monthly emails to your email list?

         

        If you answered No to any of these then your 2021 marketing strategy should turn those No’s to Yes’s.

        Prioritize these to comprehensively attack getting new business.

         

        If You Want to Talk With Us About Your 2021 Marketing Strategy or Have Questions, Call Us at 866-357-7422

        Or Submit your information below

          Is it Actually TRUE that Investors don’t spend time online?

           

          The short answer is NO it’s not True.

          Investors are online just like the rest of us.

          And how could they not be?  Just like you they need to stay on top of industry news, finance news and market forecasts.  Where is the best place to get this info…? ONLINE!

          Phones, computers / laptops, tablets, social media, etc.  They are there.

           

          But the bigger question is what are they doing online and how can you as an investment firm effectively get in front of new investors.

           

          Today we’re going to give you one way that works all the time / every time… Promote Your Offering to Generate New Investor Leads.

           

          Promote Your Offer to Get New Investor Leads

          You want to make sure you get in front of qualified investors so you aren’t wasting time & money, and you also want to ensure that what you have to say is enticing enough to make those qualified investors, High Net Worth Individuals (HNWI), UHNWI, Family Offices, HNW CPA Firms, etc. engage with your offering.

           

          To make this happen there are 5 things you MUST do

          • Have a good looking and easy to understand Pitchbook or Prospectus as a PDF
          • Create a landing page on your website that promotes the offering and has a form to download the pitchbook / prospectus (ask for contact info & qualifying details)
          • Create Ad Campaigns that target…
            • High Earning Job Titles, Individual CPA Firms, Family Office employees, etc. in your target market on LinkedIn
            • Target investor publications on the Google Ad Network
            • Retarget visitors of your site on Facebook and the Google Ad Network
          • Use an Automation solution such as HubSpot to track investor engagement

           

          As this runs you’ll get new investor leads and identify who’s interested in your offering from existing leads by observing their behavior in the Automation / CRM solution.  Who downloaded, who’s visited your site, who’s opened additional emails, etc.

          These are your hottest investor prospects for the deal and when you see them engaging it’s time to prioritize your outreach to those investors.

           

          If you want to read more on how we approach marketing for Private Equity Firms check this page out  https://acumenstudio.com/private-equity-marketing/

           

          Call Us at 314-736-4434

          Or Submit your information below

           

            Private Equity Firms are marketing online more and more, but few are doing a decent job of it and even fewer are seeing success from it.

            Our experience has shown there are several key reasons for this.

            1. They Don’t Have the Skills In-House
            2. They Don’t Have a Strategy
            3. They Don’t Take it Seriously

            These reasons should make sense to everyone, but as it relates to digitally marketing private equity firms the typical strategies that most marketers speak on are more aligned to consumer marketing, or where the company needs to have a high public visibility.
            For Private Equity Firms it is more important to gain the intelligence of how your targets behave online to create a personalized approach and identify how and where they seek advice.

            This is a story of how one Private Equity Firm Won Big Online
            A Private Equity firm who focused primarily on B2B manufacturing companies wanted to increase dealflow but felt they had exhausted the personal and professional network of the team.

            So the question was, “How do we get ourselves in front of new deals?”.

            They Took to the Streets

            The Managing Directors of the firm started calling on anyone they had met in the past who could potentially refer them to deals. Attorneys, CPA’s, Money Managers, etc.

            While some seemed promising and the likelihood of deals in the future would likely come, they would also come slowly and with no predictability.

            They Attended Conferences and Trade Shows

            Another easy idea was to get in front of company owners and board members at trade shows and conferences. This too is great and can build trust quickly with potential targets.

            The problem with this is that it is not scalable and again can result in slow acquisition.

            What About Marketing?

            For some reason many Private Equity Firms don’t participate in marketing.
            Maybe it’s the rules that you must deal with from FINRA and the SEC.
            Maybe it’s a belief that it doesn’t work.

            But this firm decided that it was worth a try.

            After looking at options and talking to many different agencies, they decided that digital marketing would be their best choice.

            They came to this decision based on the fact that they could start finding businesses who were actually looking for growth opportunities which are closer to converting as deals and they could target and track the people and companies they would like to do business with.

            What were the results?

            The firm decided to optimize their website for search and for conversion.
            They started doing content marketing focused on drawing in new business opportunities directly from owners, boards and deal makers.
            They used paid ads and retargeting to stay in front of their prospects.
            They tracked and measured the activity to identify high value contacts.

            All of these actions resulted in 20% higher deal flow volume than their record year and a 25% reduction in time to close on those new inbound deals.

            This resulted in Millions of dollars in new revenue and a greater profile / status as a solid firm in that particular sector.

            You can read more on Private Equity Marketing here: https://acumenstudio.com/private-equity-marketing/

            I recently read an article by John Rampton titled “Prepare for the Future being shaped by these 5 Critical Trends.”
            He goes on to share these trends and his explanation of why they will have a significant impact on the future.

            Some of it I agreed with while other parts I did not.

            Here I am sharing both my opinions and ideas in comparison to Rampton’s.

            5 Trends Shaping the Future of Business (and Marketing)

            1. Winning at mobile will mean having an app.

            Rampton
            Mobile usage is at an all-time high and shows no signs of slowing down. Consumers are using mobile for everything from buying products, to communicating with friends, to playing games, to finding local businesses.

            Over the past couple of years, business owners have taken this trend to heart, optimizing their sites for mobile through the use of a responsive site design. And while this is a great first step, it may no longer be enough to future-proof your business.

            Research shows that 89 percent of all mobile media time is now spent in apps, while only the remaining 11 percent is spent on the mobile web. This means that not having an app for your business is almost certainly costing you. If you don’t already have an app, now is the time to start planning for one.

            Bracamontes
            While I agree with what most of Rampton is saying here, I cannot make the same absolute statement that All businesses will need a mobile app. I am a big supporting of the mobile web and responsive design.

            The research that showcases 89% of mobile media time is spent in apps is skewed heavily toward consumers playing games, watching YouTube videos and messaging other consumers. So unless you are one of those types of companies, then there are larger questions to ask in determining your need for an app.

            We have had many companies come to us with ideas for customer portals or app ideas that didn’t need to be an app.

            In our opinion, a larger concern will be on integrating with other apps. Aggregators, Indexing and organizational apps will lead heavily in how we interact with our mobile devices, so getting cozy with these companies will be hugely beneficial.


            2. Increase your use of freelancers now so you’re not playing catch-up.

            Rampton
            We now know that 34 percent of the US workforce are freelancers. This works out to over 54 million freelancers in America who contribute $700 billion annually to the national economy.

            It has also been predicted that by 2020 (that’s just four years away!), freelancers will make up 50 percent of the workforce. That will seriously impact how you do business!

            There are many benefits to using freelancers to build and grow your business. However, one of the most important “future-proof” benefits is this: in the event of an economic downturn, using freelancers will make you and your business far more nimble. Not only will it allow you to find and hire the best global workers, you won’t need to pay costs like office space or employee benefits.

            Bracamontes
            Definitely agree with Rampton here.
            While again these numbers are skewed since many of these freelancers are also fully employed, it doesn’t negate the fact that they are still doing some work on a freelance basis.

            Every study is showing that more and more people are moving to work in a freelance capacity, due to the freedom it can provide for their lifestyle.

            Is this good for business, maybe, maybe not, but it is a fact that you will have to be a part of this trend.


            3. Prepare for the aging workforce.

            Rampton
            The US workforce is undergoing some serious shifts in terms of demographics. In fact, according to the CDC, by 2020 one in every four workers will be over the age of 55.

            As older workers begin retiring, companies will be left with openings in key leadership positions. To fill these gaps, businesses will need to consider whether to hire internally or externally. While smaller organizations may need to look almost exclusively to outside hires, the “world’s most admired companies” (WMAC’s) know that hiring internally is the wave of the future. According to Fortune, only 11 percent of WMAC’s anticipate hiring externally, while 81 percent say they’re preparing current employees to take over key positions.

            Now is the time to begin identifying high-potential individuals within your organization. This will give you time to invest in training and development, ensuring they’re ready for their new roles when the time comes.

            Bracamontes
            This is an interesting contradiction to the freelancer prediction in my opinion.
            With an increase in people moving to freelance, you may find that key leadership roles will actually move outside of the company and be held by those who left.
            I can definitely see a retirement package, being a consulting gig for the executive leaving their full time benefit laden gig with a more lean outlay for the company, but still very lucrative and more flexible for the now contracted retiree.

            Another trend are SuperTemps, which are basically well educated consultants who work independent of any organization, but are just as good, if not better than those you would find at Deloitte, Bain, Booz, etc.

            I can say that personally, we will look both internally and externally for our agency.
            It’s ultimately about fit.


            4. Adapt policies attractive to millenial employees.

            Rampton
            According to the Workforce 2020 Global Research report, one of the top concerns organizations have in terms of labor-market shifts is the rise in millennials entering the workforce. And while executives believe there key differences between how Millennials and other generational groups operate in the organization, most don’t fully understand exactly what these differences are.

            Millennials are less bound by loyalty, and expect to have up to 9 employers over the course of their lifetime. In their report, Millennials At Work: Reshaping the Workplace, PricewaterhouseCoopers offers some important insights into the differences employers should consider, including:

            • Due to recent economic downturn in many parts of the world, Millennials now expect to work for up to six or more employers over their lifetime. This means decreased loyalty toward employers, and therefore greater turnover.
            • Millennials value flexibility and diversity in terms of their working hours, location, training and work/life balance.
            • Millennials prefer to communicate electronically rather than in-person or on the phone. Employers will need to adapt their current model to accommodate this.
            • Millennials prefer a digital wallet over being paid by check. They are demanding a new wave of ease in payments.

            Bracamontes
            I’ll be honest in saying that this is ridiculous to me in that we have to work hard to make these shifts.
            These types of business building activities have progressed since the beginning of time.
            Cultures change, behaviors change, rules change, technology changes, etc. and we have to CHANGE TOO!

            We see this as being a communication issue with organizations.
            Make the shifts like you’re going to have to anyway and convey the message that working with you is good for those reasons.

            Who cares how the work gets done as long as it gets done.
            And if you are communicating your values and beliefs correctly then you will attract the type of people you want in your organization and they will likely do the work in a similar style as you anyway.


            5. Prepare your business for environmental and social sustainability.

            Rampton
            While becoming socially and environmentally sustainable is currently not a requirement in most industries, it may become so in the future. Beginning the process of becoming a so-called “future-fit” business can help you start the process now, ensuring you continue to grow and thrive into the future, without doing harm to society or the environment. Millennials really care about both of these issues, so you may want to up your own game in both of these social issue areas.

            Using the Future-Fit Business benchmark, businesses can define their own future-fit goals to ensure they’re on the path towards becoming sustainable. Businesses can aspire to a list of 21 goals, each with its own set of key fitness indicators (KFIs).

            Be aware that pursuing this course can have significant impact on the way you do business. The report authors write, “We believe that when businesses see the gap between their current performance and the necessary future-fit level of environmental and social performance, they will abandon their incremental efforts and embrace innovative breakthrough efforts…Some companies may find that they need to redesign their business model to reach the benchmark and capture the benefits.”

            Bracamontes
            Look I get it.
            The environment is important to keep healthy, because if we don’t, then we die (or our kids, grand kids, great grand kids, etc.).

            But social sustainability sounds a little off.
            Our society changes a lot and our views change with it.
            You could always argue that actions or inactions could positively or negatively affect society.
            My opinion is to do what you think is right and value feedback.

            As an example: A recent documentary I watched showed how the overwhelming charity given to areas in Africa has actually killed societies, due to the fact that they cannot sustain without these handouts, due to the fact that they get these handouts!
            Food given to these African cities, kills the local food economy and puts farmers out of business, clothing given to the cities, kills the local textile manufacturers and clothiers. See what I’m saying.

            So something you think is great for society could be really detrimental.

            These statements also make me think that we are in some type of a bubble as well.

            Needless to say, I like to give my two cents.
            I thought there was great thought put into the article and wanted to share with you all as well.

            If you want to talk to me about ideas like this then give me a call or send an email and I would love to talk shop with you. Especially if it’s in relation to content marketing or digital marketing audits!

            *original source: https://www.entrepreneur.com/article/281097

            The Question: “What should I include in my content marketing?”

            Here are the things that YOU SHOULD be including in your content marketing efforts.

            You don’t just need content, you need Awesome Content!

            Developing relevant content does not have to be a difficult. It doesn’t require any special tools, secret or magic. It all begins with understanding who your prospects & customers are, how they behave and what they crave.

            The formula:
            Useful x Consumable x Inspired = Innovative Content

            This process begins with the creation of a piece of a REAL IDEA, Not some 2,000 word “evergreen” piece or ebook. Something Awesome.
            Many marketers will tell you this should be a 50 to 100 page ebook or massive how to guide. The problem is most people can’t handle it. Big = Overwhelming.

            Everyone wants to believe there is a magic bullet. So create the Magic Bullet!

            Highly valuable & easily consumed content is the gift that keeps on giving. This content will attract links, generate traffic and build brand awareness.

            Once your content is created, blast it EVERYWHERE: Company pages, email, blog, sponsored updates, Display ads, SlideShare, PPC, Twitter, etc.

            Simple Execution
            In many cases it is easy to develop a set of goals, but a plan is specific, executed over time and measurable. After determining what your Big Idea is going to be, write that out into a series or digestable snapshots that can easily be distributed over time. This can include videos, infographics, blog posts, 3rd party posts, podcasts, etc.

            Week 1: Publish & Schedule Your Content
            Week 2: Conduct a Webinar
            Week 3: Run a Contest
            Week 4: Lead a Twitter Chat
            Week 5: Do an interview: On TV, Online, At a Conference, etc.

            While all of this is running your content is being promoted though influencer outreach, promoted posts, email, sponsored updates, paid search, retargeting, organic social, organic search, etc.

            Everything gets tagged and tracked for performance evaluation and follow up.

            Your Blog
            Make your blog content diverse, relevant and structured.

            Monday: Case Studies, Statistics / Infographics, Industry (35% time spent)
            Tuesday: Strategic Research & Analysis, Points of View, Thought Leadership (20% time spent)
            Wednesday: How-To Posts, Guest Blogging, Peer Content (25% time spent)
            Thursday: Bold Points of View / Strong Opinion, Challenger (5% time spent)
            Friday: Light-hearted, Cultural, Funny Amusing (15% time spent)

            A Quick View
            SEO – Lays the groundwork
            Social – Fuels the content
            Content – Fuels the demand

            Winners:

            • Consistently deliver content that their target wants to consume & share
            • PR efforts guide their vision as a leader in the space
            • Deliver amazing experiences on and offline
            • Build a thriving community

            Make a plan, make it Asesome, deploy, track & measure, optimize, close new business and WIN!

            And this is why we are considered the best content marketing agencies in St. Louis.

            The job of marketers is becoming more and more complicated.
            We now have access to so much data on customer insights via analytics tools and are expected to know how to measure and what the data means.
            Recently a study from Forrester shows how organizations successfully use marketing analytics tools to develop relevant & compelling customer experiences.

            Consumers expect to find what they want from their smartphones, tablets and laptops at any time from anywhere. These behaviors and commonly referred to micro-moments give marketers more opportunities to connect and engage. They also allow marketers to identify valuable insights about consumer behavior.
            Effective marketing measurement is is the key to success here.

            To understand the challenges we marketers face in measuring performance and creating the technology & tactic recommendations, Google commissioned Forrester to perform a survey of 150 marketing, analytics and information technology executives. The research shows how successful marketers are able to leverage analytics tools effectively so they make the most of consumer interactions.

            Key findings

            • Marketers must be able to link marketing performance to business results. Of the survey respondents who were identified as “sophisticated marketers”, 53% said they adhere to well-established KPI’s & metrics that tie directly to business objectives. These marketers work with companies that are at least 3X more likely to hit their goals than other organizations.

            • The right tools are critical to success. 26% of marketers surveyed believed that their marketing analytics tools are well-integrated & work seamlessly together. Contrast that with marketers with well-integrated tools who are more likely to outperform revenue goals.

            • Marketers that employ complete itegrated marketing analytics platforms see an increase in performance and results. Smart marketers who deploy a complete integrated marketing analytics stack of five or more tools are 39% more likely to see improvement in the overall performance of their marketing efforts.

            To Download and learn more about improving marketing performance with analytics, check out the full study, “How Marketing Analytics Increases Business Performance” by filling out the form below.

            Download "How Marketing Analytics Increases Business Performance"

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            A 2013 study calculated that over 500 websites are created each minute.

            That is a HUGE number.

            Let’s be conservative and say that today in 2016, 75 of those new websites are being created and are scheduled to replace an existing website every single day.

            That is a very large number of sites putting themselves at risk!

             

            How are they putting themselves at risk you say?

             

            Well, let us give you an example.

             

            Imagine you have a website that looks so 2005.

            You want to update the look, the copy and make it responsive.

            All with the goal of turning more visitors into customers.

            These are Awesome goals!

            Let’s say your site has an average conversion rate compared to the industry and 75% of your site traffic comes from Organic Search.

             

            HERE IS THE THREAT!

            When migrating your website in most cases, your URL structure will change.

            This will make all of your old URL’s or links to your site break and generate either a 404 error or some other server error.

            If that happens:

            • Visitors are very unhappy and will leave your site

            • Google will penalize you for a bad user experience

            • Your rankings will drop

            • You could be dropped from the search engines completely for a while

             

            What can you do to FIX This?

            Map your current website URLs to your new website URLs

            Create 301 redirects (using .htaccess or a plugin or whatever you use choose to create this)

            Test the redirects to make sure they are correct

            Submit a new Sitemap to the search engines

            This is the Number 1, Most Critical Step in Preserving Your Website’s Current Authority, Visibility and Integrity.

            If you don’t, then you will most definitely use the acronym FML in a tweet, text, post, etc. soon after.