Whitelisting. It sounds kind of sinister, doesn’t it? Like, another bad guy found out about James Spader’s Blacklist and wanted to compete with it. Or like it’s a team of vigilantes or something.
The numbers involved in PPC sometimes astound me. You’ll go to take one last look at a spreadsheet you’ve spent hours in, and your eyes cross. How did they not cross sooner? There’s CPC, position, and impression share, along with 10 other numbers and percentages. All lined up next to each other, competing for your attention.
So we all know Larry Kim knows his PPC. If you don’t, let me tell you: Larry Kim knows his PPC. When I have a question I don’t want to bother an account manager with (they’re busy, ya know?), I know for sure that by searching for my question plus Wordstream or Larry Kim, I’ll find my answer.
If there's one thing every single marketer needs, it's good insights into their audience and customers. (Tweet this)
Public relations can be expensive. Just think about what goes into writing a press release: you probably need a paid employee whose job it is to write one. Then, for more than your website visitors to read it, you have to pay a PR wire service. To directly send the pitch to journalists, you probably need a subscription to a media list database.
Researching search engine optimization can be like entering a black hole. You set out to find out some beginner information on one thing, but then that leads to you realizing that there are five more related strategies you should brush up on. Those five lead to five more, and before you know it, you've spent hours doing research on things you probably won't even be able to do yourself.
Testing is obviously an important part of any marketing campaign. You have to figure out what's good, what's bad, and what's in between, Then you test some more to try to turn the bad into good and the good into great.