Internet Marketing Blog Posts

  • How to Lead in Marketing When You’re Not the Captain of the Boat

    … as a leader, or as a highly skilled and highly collaborative I.C., but listen to the natural feedback. You can lead in any number of ways, but before you start shouting caution, direction, or pace, get in sync with your team. They’ll appreciate it, and you’ll win together for years. The post How to Lead in Marketing When You’re Not the Captain of the Boat appeared first on Portent. …

    Portent, Inc- 10 readers -
  • How the Digital Marketer Must Change as Automation Grows

    … and wearing every marketing hat imaginable. If you’re on the latter end of the spectrum, Google Analytics is the best free tool out there for this. From the information available within Google Analytics (again, for free), every marketer needs to be able to find data, understand what it means post hoc (what pattern of behavior do the numbers indicate…

    Chad Kearns/ Portent, Incin How To's- 15 readers -
  • 3 Digital Marketing Strategies That Won’t Cost You a Dime

    … but the time to ask, and hopefully you’ll get the same kind of valuable feedback in the process. Create great content and share it Content can mean a lot of things. It may mean the information you have on your website, blog posts, video tutorials, social posts, the list goes on. Having a comprehensive and well considered content strategy…

    Portent, Incin Social- 15 readers -
  • Why Every Marketer Should Spend a Month Time Tracking

    …. I’ll show you how we used this practice at Portent a little later, but first I have a confession to make: I hate the hourly billing model. It turns great marketing work into a commodity. It creates a fallacy that the number of hours spent to complete a task is somehow more valuable than the level of quality and value represented in the outcome…

    Chad Kearns/ Portent, Inc- 19 readers -
  • How to avoid the best practices trap

    … be incorporated on a page? Best practices are not all bad. But they can lead to and affirm bad behavior – focusing on keyword rankings over site content, writing blog posts of only one length, or optimizing for the wrong audience. And even worse, after everyone flocks around the new industry standard and gets comfortable, the channel or conversation becomes…

    Portent, Incin How To's- 16 readers -
  • Pi in the Face: Why I (love and) despise ROI

    … marketing. Do SOMETHING We all love return on investment. We all hug our ROI. It’s perfectly normal. But please, PLEASE DO SOMETHING CREATIVE. Once in a while. Don’t settle for the day-in-day-out 2:1 return. Shoot for 1000:1 with something that’s not guaranteed. That’s called “marketing.” The post Pi in the Face: Why I (love and) despise ROI appeared first on Portent. …

    Ian Lurie/ Portent, Inc- 19 readers -
  • Work Smarter Not Harder in Digital Marketing

    …, the reward is to focus on work that’s truly more impactful, as well as more interesting. And the benefits of that higher leverage work will ultimately flow to your organization, your customers, and just as importantly to yourself. Now get home, recharge, and come back tomorrow ready to do bigger and better things. The post Work Smarter Not Harder in Digital Marketing appeared first on Portent. …

    Chad Kearns/ Portent, Inc- 25 readers -
  • Pulling The Lever: Marketing Wins and Where They Come From

    … BS “techniques” so infuriating. It’s also why hourly billing is ridiculous. It’s not about the One Big Thing That Did The Trick. It’s about the months and years of hard labor that made it possible. So, when the magic happens, respect the work that made it so. Still, I love pulling that lever. The post Pulling The Lever: Marketing Wins and Where They Come From appeared first on Portent. …

    Ian Lurie/ Portent, Incin Paid Search- 20 readers -
  • I Support Breitbart News: The Perils of Remarketing

    … Internet advertising is perilous. Your ads can show up in all sorts of places. Remarketing is particularly dangerous. This story is an example of how remarketing can go horribly, horribly wrong. I am, in case no one guessed, a left-leaning over-privileged pinko liberal. I’m a feminist. I’m pro-immigration. I like taxes. OK, that’s a lie, but I…

    Ian Lurie/ Portent, Inc- 19 readers -
  • How to be more visible – Directory Optimization and Baby Gorillas

    …-pound gorilla sit [in your marketing meetings]? “Wherever it wants.” Thankfully, in exchange for our submission, the Google alpha gorilla provides a cornucopia of tools and resources for we humble marketers. (Or was it an Alphabet gorilla?) Platitude #2: Every digital marketer should take advantage of Google’s tools and best practices to make…

    Portent, Incin Social How To's- 27 readers -
  • Marketing as Worldbuilding: The Links

    … Trek Pexels Actual, interesting stock photos that won’t make you weep with despair Unsplash More stock photos that will make you smile Marketers are Worldbuilders The article that started it all: My piece about marketing worldbuilding The post Marketing as Worldbuilding: The Links appeared first on Portent. …

    Ian Lurie/ Portent, Inc- 13 readers -
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