Digital Marketing Advice

Buyers are showing up to sales calls more informed than ever. That means sellers need to show up more prepared than ever. In the past, buyers would reach out to sales when they still knew very little about a product. They wanted to learn more about the features, pricing, and how it compares to competitors – and they expected the salesperson to provide that information. Today, buyers are gathering all that information (and more) long before they talk to sales. They’re reading review sites like G2. They’re scrolling communities like Reddit. They’re watching product walkthroughs on YouTube. Most significantly, they’re doing deep research with LLMs like ChatGPT, asking questions like “Is Product A or Product B better for my business?” Now, when a buyer gets on a call with sales, they expect more than basic information. Instead, they're looking for: Detailed examples of how other companies in their industry are using the product. Custom demos that show how the product works in their specific use case. Clear plans for how the product will be implemented and adopted. Here’s the good news. Just as buyers use AI to learn more about products, salespeople can use it to learn more about prospects. If I were in sales again, I would: 1. Use an AI assistant to do advanced research about your prospects before every call. 2. Use AI to find the best examples of similar companies seeing success with your product. 3. Build bespoke demos that highlight the most relevant features. Buyers today are more informed than ever. The best sellers I know are more prepared than ever. The result? More productive conversations, deeper connections and higher trust.

Old content marketing: - Find high-volume keywords in your industry - Write articles starting with the lowest DA - Make sure your Yoast light turns green - Post a link to the article on all socials New content marketing: - Understand your audience and their pain points - Find product- and pain point-focused keywords - Take time to learn the searcher's true intent - Write great content with distribution in mind - Embed a content upgrade to capture emails - Turn the article into your next email newsletter - Create videos to promote on TikTok/YouTube/Instagram - Write a Twitter thread and promote the blog at the end - Screenshot the Twitter thread for a LinkedIn carousel - Extract and write 5+ LinkedIn posts from the article - Extract and write 10+ Twitter posts from the article - Repurpose and redistribute every 3+ months Do new content marketing in 2025. 1 long-form → 20+ short-form 1 channel → Multi-channel distribution Publish → Promote and repurpose forever

Someone asked for a detailed analysis of yesterday's "14 SEO mistakes" post. So, here you go: 1. Forgetting SERP analysis Before targeting a keyword, analyze the top-ranking content. Dissect your top competitors - keywords, content structure, and patterns they follow. Mirror those winning strategies! 2. Not prioritizing search intent Keywords aren't the only thing! Match your content with the user query. "Black formal shoes" could imply buying intent, while "black shoe polish" implies maintenance insight. Know the difference! 3. No ‘SEO-friendly’ URL structure It's more than just a digital address. Make it crisp, clean, and keyword-rich. For instance, https://lnkd.in/drbjY-si > www.example.com/post12345 4. Lack of internal linking Weave a knowledge-silk route within your content. Link your older posts to newer ones to retain reader traffic and enhance post authority. 5. Non-unique content Google loves originality, and so do your readers! High-quality and unique content is a non-negotiable. If it's a must-repeat, add a canonical tag. 6. Ignoring long-tail keywords Specific keyword phrases are the key to attracting quality traffic! Focus on long-tail keywords like “best DSLR camera for wildlife photography” over just “DSLR camera” to reach your niche audience. 7. Poor meta descriptions Ignoring meta descriptions is like leaving your cake without icing. They're not visible on your page but drastically impact click-through rates! 8. Weak title tags Your blog’s title tag is its first impression. Ignoring it makes your blog posts invisible in the vast sea of content. Make it compelling and relevant! E.g. 10 Cost-Effective Ways to Elevate Your Home Décor” 9. No alt text for images Alt text not only aids visually impaired users but also supports Google's image search and improves SEO. "Golden retriever puppy playing with a red ball" is more helpful than "puppy" or "dog." 10. Poor link-building strategy It's a game of quality, not quantity. Aiming for more links from high-authority websites should be your goal. Like referrals, backlinks from authority sites strengthen your credibility. 11. Missing H tags H tags provide structure, context, and aid readability. Each subheading(H2, H3, etc.) should flow logically and coherently under the main heading(H1). 12. Lack of content diversity Text, images, videos, infographics - mix them up in your blog posts for more engagement and better crawling possibilities. 13. Underestimating 'NoFollow' links 'NoFollow' links, while not passing any SEO juice, still bring valuable traffic and credibility. An unbiased link profile is your goal! 14. Skipping SEO audits These are your regular health checks - understanding what's working and what's not and acting upon it is the key to consistent growth. The more you learn about SEO, the higher your content climbs. 🔥 #pragaticreates #writer #writing #contentwriter #contentwriting #copywriter #copywriting #freelancewriter #freelancing

Influencing people and attracting customers with technology is all about leveraging digital tools, platforms, and strategies to build engagement, trust, and value. What can you learn from this bird? - **Personalization and Data Analytics:** - Create Personalized Experiences: Utilize data analytics and AI to tailor customer experiences, such as personalized product recommendations and custom content, fostering a sense of relevance and connection. - Gain Customer Insights: Analyze customer behavior to understand preferences and needs, enabling businesses to refine their offerings and messaging effectively. - **Social Media and Digital Presence:** - Boost Social Media Engagement: Platforms like Instagram and LinkedIn facilitate direct customer engagement through interactive content creation and community building around your brand. - Collaborate with Influencers: Partnering with influencers extends your reach by leveraging their follower base and credibility. - **Automation and AI-Driven Marketing:** - Implement Chatbots and AI Support: AI-driven chatbots enhance customer support responsiveness and service quality, while automation tools streamline communication through email marketing and CRM systems. - Leverage Predictive Marketing: Use AI to anticipate customer needs, ensuring satisfaction and loyalty. - **Interactive Technology:** - Offer AR/VR Experiences: Immersive AR/VR experiences enable customers to virtually try products, enhancing the buying process and engagement. - Develop Interactive Websites and Apps: Intuitive platforms boost customer satisfaction, driving longer interaction times and increased conversion rates. - **Trust through Transparency and Security:** - Ensure Blockchain and Secure Transactions: Utilize blockchain and encrypted payment systems to foster trust and ensure secure transactions. - Showcase Reviews and Testimonials: Use technology to display user reviews, ratings, and case studies, building trust through social proof. - **Innovative Product Features:** - Integrate AI and IoT: Products incorporating AI or IoT attract customers seeking cutting-edge solutions. - Offer Mobile Apps and Tools: Complement your product with apps or digital tools like fitness trackers and others. #ai #technology #marketing via @ferarrigophoto

I recently talked with a fellow marketer about account scoring in #ABM.  They struggled to adapt to the recent privacy law, which made me think: We must rethink how we do this. Account scoring is evolving. It's moving way beyond simple intent data.  You need a new approach to find these high-potential accounts in a privacy-first world. I call it Account Scoring 2.0. But why? ➖Traditional intent data is becoming less reliable.   ➖Privacy regulations are changing.   ➖Third-party cookies are fading away.   ➖We can't rely on old methods.   ➖We need to be more innovative. 👉🏾 Using Account Scoring 2.0 helps you focus on first-party data. This is data you collect directly from your target accounts like: Website visits. Content downloads.    Engagement within your emails.  Collecting and analyzing this data is valuable. It's also privacy-compliant. 👉🏾 Other things to look out for are behavioral signals.  Look out for target accounts engaging with your content.    Are they attending your webinars?  Are they interacting with your sales team?  These actions show interest and suggest potential. 👉🏾Predictive modeling plays a key role too. You can use AI to analyze first-party and behavioral data.  This helps you predict which accounts are most likely to convert.  It allows you to prioritize your efforts. Remember, it's about working smarter, not harder. 👉🏾 Don't forget contextual data; it matters, too.  What's happening in the market?  Look for industry trends that align with your offerings.  Are there changes in your target accounts' businesses?  Understanding the context helps refine your scoring. Look at Account Scoring 2.0 as a strategy, not just technology. It's more about understanding your ideal customer profile. It's about aligning sales and marketing and building relationships while respecting privacy more efficiently. What are your thoughts on the future of account scoring? Have you used it before? #b2bmarketing #marketingstrategy

Is it late to start digital marketing now? No I have been a digital marketer for 10 years and trained digital marketing for 7 years. The industry has evolved since then and, changed completely, several times However, the absolute beginners make mistakes and waste a lot of time and most of them end up discouraged What is the mistake they make? 1. They don't know where to start and how to start 2. Some fall prey to fake gurus who: - Know a bit of the industry and sell superficial knowledge - Exaggerate a small tactic which they claim to be sufficient for making a career - Claim to help make money from day 1 3. Confuse themselves with the noise of information available online and end up confused What is the solution? Structure, Structure and Structure If you are someone who wants to become a digital marketer with a long term career, you need to follow a structure or a roadmap to learn online What structure? Here is a roadmap, you should follow to make a strong base, learn the fundamentals, get familiar with the terminology and have an overview of the industry to avoid confusion: 1. Introduction to Digital Marketing & Performance Marketing: Basically, what is all about 2. Understand Terminology and Lingo 3. Digital Channels and formats 4. What is Market research, Market Overview and how to audit a client 5. What is Audience, Persona and beginner tools related to audience 6. Learn any paid media channel in depth (I suggest Google Ads) 7. What is Data Analytics and different tools 8. What is Reporting and how to create reporting dashboards 9. What is media planning and how to do it 10. How to create a digital media strategy for a client 11. What are important tools a digital marketer uses every day This roadmap will help you build a strong foundation and most important, you will be able to decide on a path for yourself. You will be able to filter through the noise and avoid the confusion If you want to have this in a structured video course in one place, you can check out our course with the exact same curriculum. Link in the comments Happy Learning!

Reach is getting cheaper. Attention is getting expensive. Creator monetisation models are tightening across platforms. Distribution is being reweighted toward retention, watch depth, and repeat engagement. Surface reach is becoming less reliable. For a long time, scale alone created influence. A large audience meant predictable visibility and predictable monetisation. That relationship is changing. Platforms are increasingly rewarding content that holds attention rather than content that simply spreads. The signals that matter are becoming behavioural. How long people watch. Whether they return. Whether they stay engaged across multiple pieces of content. This shifts the economics of the creator model. Large audiences built on occasional viral spikes will find reach harder to sustain. Smaller audiences built on consistent engagement will become more durable. Influence is becoming less about how many people see you once and more about how many people choose to keep watching. In the next phase of the creator economy, the strongest creators will not necessarily be the biggest. They will be the ones people stay with. #CreatorEconomy #DigitalStrategy #AudienceGrowth #MarketingStrategy #SocialMediaStrategy

The average CMO subscribes to 10 newsletters and 6 podcasts. I subscribed to 23 of each for three months. Only 12 made me actually better at my job. It didn’t used to be this hard 😅 Remember when keeping up with marketing meant reading AdWeek and following a few thought leaders? Now, digital culture moves at TikTok speed. Trends emerge and fade before your morning coffee gets cold. What worked last quarter might be irrelevant today. And if you're leading a marketing team, you can't just regurgitate what everyone else is saying. You need fresh, actionable insights that help you see around corners. Here's my personal mixtape of newsletters and podcasts that keep me current on marketing and culture: NEWSLETTERS 📩 Scan Club by Arcade Studios → The cultural zeitgeist, decoded → Perfect for catching emerging trends before they break 📩 WSJ CMO Today → The executive's daily briefing → Essential moves from the biggest brands 📩 Community Catalysts by Sara Wilson → Community-building mastery → Fresh takes on digital tribes and engagement 📩 The Case For Brand by Amanda Gordon (she / her) → Brand strategy deep-dives → Real examples, real results 📩 Link in Bio by Rachel Karten → Social media's cutting edge → Tactics that actually work 📩 Good Thinking by Chris Danton → Creative strategy gold → Ideas that make you see things differently 📩 Kids These Days by Kim Lear → Generational research with sharp cultural commentary → Not just “what Gen Z is doing"; why they’re doing it 📩 After School by Casey Lewis → Early access to the future of consumer behavior, culture, and commerce → Trend analysis and insights 📩 Zine by Matt Klein → Like a strategy memo disguised as a culture digest → Deep dives plus uncommon insights PODCASTS 💿 How I AI by Claire Vo → Weekly deep-dives into how real companies are implementing AI → Perfect for leaders navigating the AI transformation 💿 Work by Erika Ayers Badan → Raw conversations with leaders rewriting workplace rules → Career evolution meets culture shifts 💿 Uncensored CMO by Jon Evans → Marketing leadership confessions you won't hear anywhere else → Global CMOs share what actually moves the needle Here's why this mix works: It balances high-level strategy with tactical insights, culture with commerce, and established voices with emerging perspectives. Each brings a unique lens that helps me piece together the bigger picture. What newsletters or podcasts are on your can't-miss list to stay current on marketing & culture? - - - - - - - - - - 📫 Sign up for my Sunday newsletter for music-inspired leadership insights 

If you want to future-proof your job, I’d recommend NOT specializing in only one area.     With so much changing at such an accelerated rate, I actually think T-shaped people will be the ones who are going to be the most successful going forward. Why? Because they are versatile enough to adapt and keep pace with change yet are specialized enough to create real indispensable value.     In case you haven’t heard of T-shaped skills, the vertical bar on the letter T represents the skills and expertise related to a specific field, whereas the horizontal bar represents the essential skills that can be transferable across disciplines — broad curiosity, ability to learn, communication, adaptability, etc.     Now, you do still need to develop deep expertise in certain areas; it’s just now expected across multiple verticals in that “T” which develop over time. And tools like AI can help you expand your skillset in areas you might need to improve on.    We have the tool now. Let’s use it. I’ve been incorporating AI into my daily work routine, and it’s made me much more efficient with my time and energy.    T-Shaped skills aren’t just a good career strategy, but a way to future-proof your resume.     What do you think? How do you use AI to make you better?    #AIinWork 

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America