In today's world where content is king, how do you make yours stand out so the rest is noise? Here are three instances where content marketing didn't hit the mark, and how to avoid making the same mistakes.
Adept’s Excel Nerd takes on the challenge of creating useful pivot tables from Google Analytics and SEMrush data. Learn how to do the same with this step-by-step guide.
At Adept, we believe design choices should be based on actual performance and user behavior, not gut instinct. We recently tested out Google Optimize, and here’s what we thought.
Traditionally, it’s been UX vs. SEO. But should you be aligning the two disciplines in your strategy? We cover reasons why good SEO is good UX here.
The key to successful content isn't creating more content, it's creating better content. Here are 5 reasons why your content might be failing—and advice on how to turn that around.
If you’re not bidding on brand terms, you could be making a huge mistake. Find out why brand keywords are a must to compete in the paid search market.
Moving to a persona-centric integrated marketing model, we’ve driven 67% more proposals – and a 157% increase in proposal value – to our clients in an extremely niche B2B space. Here’s how we did it.
Adept’s resident Excel Nerd is back with her second post covering Excel implementation. Here are 10 must-know functions for data analysis, plus some additional tips & tricks.
‘Tis the season…for online shopping! Here are 4 factors that will help you get the most out of your holiday PPC strategies.
A/B testing is an excellent way to uncover valuable performance insights – but are you monitoring these crucial KPIs? Find out what to observe here.
Is traditional B2B marketing dead? What does it take to drive leads and opportunities today? And, yes, we’re going to talk about millennials.
Last year, for the first time ever, more people shopped online on Black Friday than in stores. Take advantage with a smart segmentation and content strategy.
Preparing for the holiday season as an eComm or retail marketer is grueling. Follow these tips to hone in your holiday segmentation strategies.
Dealing with spam form submissions is time consuming and irritating—for everyone. We investigated different CAPTCHA strategies to understand how each influences conversion rates and determined the best approach.
I am a gigantic fan of to-do lists. I love the enjoyment that comes with checking that box or drawing that line. Early in my career, I had an amazing manager who picked apart how I managed my to-do list. And rightfully so, because mine had some major shortcomings. Her productivity system became my system, and I’ve used it ever since.
Do you ever find yourself frustrated with Excel when creating spreadsheets? Do you wish you could customize data more quickly and efficiently? Our resident (self-proclaimed) Excel Nerd covers several simple ways to make your reports more exciting and impressive.
The 2016 Content Marketing World Conference attracted over 4,000 marketers and more than 550 companies to Cleveland last week. The purpose: campaign for content marketing. The theme: Star Wars. The outcome: endless inspiration. Our Content Director Jake Kaufman discusses 24 takeaways he got from CMWorld 2016.
Ecommerce planning for the holiday season is incredibly involved and can quickly become overwhelming. Some may wonder whether their efforts are truly worth it in the long run. We designed this infographic to help you visualize just how effective email marketing can be for your business this holiday.
Holiday email is about much more than sending a few promotions and offers for Black Friday and Cyber Monday. Here’s how to get the most out of your list this holiday shopping season.
Are rankings really worth chasing in today’s personalized search experience? Here’s my take on some pretty shoddy, albeit too common, SEO advice.
Adept is dedicated to keeping our internal dev team up to date with the latest tools and technologies—the goal being to expand our knowledge, and support our projects and clients by staying as far ahead of the curve as possible.
We got some big news this week. And we’re reacting in the best way we know how—well played GIFs.
While competitive, PPC can be a profitable channel. Here’s what influences click costs, and how to plan a profitable strategy accordingly.
In the past several months, Zenefits has been disrupted by legal action, layoffs, and unsettling changes. With the most recent announcement of a second round of massive layoffs, people are questioning their future even more. As a previous customer of Zenefits, our cofounder Danielle Walton takes a deeper look into what we’ve learned from their self-disruption.
Today, data is more important than ever—especially in the marketing world. Many applications will allow you to collect data, but when it comes to interpreting, there may be some roadblocks. We explored Google’s new Data Studio to see what it has to offer in terms of understanding consumer behavior.
Working together to meet company goals can be difficult—especially when internal teams aren’t on the same page. In the new age of marketing, it takes more than just teams doing what they’re supposed to do—it takes alignment across the board—which may require documentation in the form of a Service Level Agreement.
In business communication, the presentation is huge. Decisions are made, proposals are won, and shifts in processes are created on the strength of thoughtful presentations. Here’s my look at two of today’s biggest presentation tools: Microsoft PowerPoint vs Apple Keynote.
PPC success hinges on more than a linear click to conversion ratio. In today’s world, it’s learning how to align PPC clicks in a holistic attribution model.
Conversion optimization isn’t as simple as investing in a tool and running a bunch of tests. Here’s what it really takes to create a conversion optimization process that really works.
Were Britons really googling, "What is the EU" after they voted on the referendum? Here's how a misuse of search data and a misunderstanding of search intent formed a perfect media storm.
Today's B2B buyer is radically different than the traditional linear buyer. As a result, B2B marketers are investing more in marketing budgets to win new business. How are your own efforts in line with the industry trends?
From competitive research and tech platform evaluation, to proof of concepts and team communication, we’re always trying out new tools on our design and dev team. Check out 10 of our favorites at the moment.
Getting access to an agency’s references is an important step. But, how do you move beyond the recommendation to learn what it’s actually like to work with the agency? Here are 8 questions you should ask.
Two thirds of B2B marketers say content is fuel across all channels. Yet, are most businesses creating content that attracts new business and delivers positive ROI? Odds are no. Here’s why—and what to do about it.
With rich data compiled from advanced testing methods, we helped our client improve their conversion rate and increase online revenue by 73%. Here are 5 key discoveries that led to big wins for our client.
The three Project Management Platforms share many similarities—and a few differences. Which will work best for you? Here's what we love (and...not love) about Asana, Basecamp and Trello.
What does it take for B2B marketers to be successful in today’s self-driven, buyer-in-control world? Two things: understanding today’s buyer, and surfacing the right content at the right time with the right call to action. Here’s how to do just that.
Before choosing a new agency partner, savvy marketing professionals will often ask to speak with a current client of the prospective agency. This is proven to be helpful to both parties—but when is the right time to ask?
Is your content connecting with your consumers? Are you struggling to gain digital market share despite blogging consistently and writing ebooks? The key to your marketing and your content may lay within your positioning—are you trying to sell, or are you adding value? Here's why it's better to be a tour guide than a salesman.
80% of B2B marketers rated their marketing efforts as only slightly or somewhat effective. The two biggest things holding them back? Lack of resources and inadequate data. Here's how to overcome the two biggest barriers to effective B2B marketing.
In the world of digital marketing, arguably no metric is more important than conversion rates. What is the most accurate benchmark for conversion rates across e-commerce and lead gen sites? We've researched the data to find the right benchmark for the clients we service.
Our web team consistently vets new and upcoming trends to identify solutions that will help our clients evolve their web experiences and reach new customers. These are a couple ideas that we're currently kicking around amid the web and interactive team.
One month ago, Google announced that they were removing right hand column ads within desktop search results. How has that decision affected pay-per-click advertising? One of our PPC analysts, Brad Koch, shares what he's seeing in the numbers.
The Request For Proposal (RFP) process requires a significant investment in time and internal resources. With so much on the line, you don't want to waste time hiring a marketing agency who's not fit to help you succeed. Here's how to craft an RFP that'll do just that...so that you can avoid it.
Vagrant allows you to set up individual development environments for each of your projects, mimic your production environment, and keep your projects from interfering with each other. Here's how we set up our Wordpress projects in Vagrant.
Blogging is about quality, not quantity. And you, the business leader, are more qualified than anyone else to create the meaningful content that will drive leads for your business. Here are 4 questions to help you get started.
Recently, we set out on a venture to analyze, evaluate and select the best advanced email platform for our middle market e-Commerce clients. We wanted a platform that would allow us to fully personalize the content of emails and drive more intelligent segmentation. Here are the pro's and con's of each of the top 6 platforms, and our final recommendation.
There’s good reason that so many businesses have decided to adopt a responsive, mobile first design strategy.
Marketing, as we used to know it, is on life support. Here’s how thoughtfulness will become the new marketing—and why it matters to you right now.
The focus on getting more traffic without taking the proper actions to capitalize on that traffic will almost never be the solution for B2B marketing success. We call this thinking the “More Traffic Fallacy.”
Communicating with your development team correctly is the first, middle and last step to effective troubleshooting of your site, application or project.
With the introduction of RankBrain, Google rolled out an algorithm that teaches itself how to search. By combining both search and A.I. research departments under new head, John Giannandrea, Google is confirming that machine learning and artificial intelligence will drive its future search experience.
Developers are notoriously stubborn. Why do we struggle to take advice from non-technical people? Can listening prod us to sharpen our skills and deliver superior experience? I think so.
Security is a common issue for website owners considering using WordPress. While the software has faced its share of security issues over the years (every website platform does), developers are constantly making the software better in every way - especially when it comes to security.
We’ve pulled proven data from leading industry reports, credible conversion sources, and CRO thought leaders to compile a comprehensive list of conversion optimization stats in 2015. See how your conversion strategies add up!
Online retailers bring in well over $50 billion in sales during November and December. Here are the questions you should be asking now to position yourself to achieve record-breaking holiday performance.
Thinking through your 2016 holiday e-Commerce strategy? We’ve taken the liberty of pulling helpful, current digital holiday retail data into one source. Enjoy!
Can an integrated marketing approach make a measurable difference to the success of a landing page?
In part 1 of our International SEO series, we looked at the effect of search behavior, domain choice and web page organization on international SEO. In this article, we will look at the importance of geo-targeting.
Do you speak the language of international search engine optimization (SEO)? With so many companies interacting with customers from around the globe, it's more important than ever to make your web pages visible no matter where visitors are coming from.
Welcome to the so-called Mobilegeddon. Last week, Google released a substantial new mobile-focused ranking algorithm that will give an edge to mobile-friendly pages in Google’s mobile search results. Here are the key takeaways:
Most people think search engine optimization (SEO) is all about keywords, but that's not even close to the whole story.
Here's one example of Adept’s truly strategic approach when tackling conversion rate optimization (CRO) for an online jewelry retailer who had recently launched a brand-new website.
Can digital marketing make a difference for a company built around closing leads offline? It certainly can!
"Nobody is using the internet to look for business in our industry." It's something Adept hears a lot, especially in specialized business to business (B2B) micro-niches. But often that isn't entirely true.
If you’re a farmer, a silo is a good thing. But in marketing, it’s a four-letter word (the bad kind).
Integrated marketing isn't just a pretty phrase. It's a comprehensive strategy that can make a measurable difference to revenue and customer attention. See how it made all the difference for this eCommerce Retailer.
There isn’t any doubt that João and Leah Simões, Co-Founders of Davenport Aviation, are a bona fide power team. In truth, their road to success wasn’t an easy one to take. Nor was it the most obvious. But in always seeing the forest through the trees, João and Leah trail-blazed a path worth noting – and worth emulating.
What's the return on investment (ROI) of digital marketing? It's something every business wants to know. Here we help you to understand what goes into this calculation.
If you're not using Google's Universal Analytics (UA) on your site yet, you soon will be. The successor to Google's old Analytics tool (which we'll call historic GA), UA was launched in late 2012 and released to public beta in 2013. But making the switch hasn't been plain sailing for everyone.
Facebook is rolling out a new algorithm update to the newsfeed that will likely affect the content your business shares and promotes - and they are doing it soon.
The Adept Website Giveaway has been such an amazing experience for us. As expected, we were highly impressed by the quality of small businesses in our backyard.
Can using best practices for landing page design make a real difference to conversions? You bet it can! That's how Adept helped one non-profit exceed its donation target for a key fundraising campaign in less than 24 hours.
Anyone working in content marketing will be familiar with the buying cycle (or sales funnel) and understand the importance of creating content accordingly. However, at times it can be difficult to know exactly what type of content to write that will best encourage leads to pass to the next stage in the buying cycle.
In today's Internet-centric world, it's becoming increasingly common for business websites to act as the first point of contact for prospective customers. This is just one reason to ensure your site is optimized for conversions.
In a perfect world, every stranger to visit your website would become a lead, and every lead would become a satisfied, paying customer. Unfortunately, the world isn't perfect and while it may not be possible to covert 100% of visitors, it is possible to improve your conversion rate by optimizing landing pages.
WordPress is one of the most popular content management systems in the world - and for good reason. In fact, it's the system we rely on to support our own website, so we decided to share some of the most important things you can do in Wordpress to support your SEO efforts.
You might have heard by now that we are giving away a website worth $20,000 to a small business in Central Ohio.
Every year, holiday seems to somehow happen suddenly. eCommerce retailers, both small and large, often wait until the very last minute to plan their holiday marketing strategies. Why? Because they are busy doing a million other things throughout the year.
You know that you need a great website. But as a small business, you can’t necessarily afford to buy a fancy website like the ones the “big guys” have – nor do you want to settle for some fly-by-night, good-enough website to represent your business.
Google recently announced an important change coming to Adwords in late September – the removal of the exact match option for search queries.
Today’s marketing efforts must account for profitability. At the end of the day we need to make sure a customer’s value exceeds what we are spending to acquire that customer, which means - queue music from heaven - profitability.
Shaping a sound PPC stragtegy isn't always straightforward. Here is what goes into building a solid pay per click approach.
While the AdWords web interface may be easy to use in a lot of ways, it is not the fastest or most efficient tool to use when creating large-scale campaigns. Here is what we recommend:
I talked to a woman yesterday who is starting a "pet sitting” business. She has very little money to invest and is only interested in targeting people within 10 miles of her house (with gas prices she would have to charge too much to go any further).
The effectiveness of a Pay Per Click campaign hinges on its ability to reach and inspire your prospective buyer. Here are the 4 most crucial stategies to consider.
What if I told you that the world wide web is most engaging when it's extremely local? With research indicating that 97% of consumers searching for local businesses on-line, optimizing for these searches is an undeniably necessary element to your on-line marketing strategy.
A finely-tuned paid campaign has two strong anchor points: the ad itself, and a corresponding landing page. In turn, the landing page needs 5 necessary components to be successful. Allow us to tell you!
The ability to tailor a Magento installation to a specific business' needs can be critical for SEO performance. This is specifically true when it comes to title tags, header text and content on product and category pages.
Wait, 2013 is over? Wow...what a rush! We recently pulled together some key performance numbers across the board.
In 1962, Time Magazine referred to him as “the most sought-after wizard in today’s advertising industry." He was frequently referred to as “the father of advertising.” Fortune Magazine once called a sales manual he authored “the finest sales instruction manual ever written.” And it all started when he was selling kitchen stoves door-to-door.
Trends. Doesn’t that word convey a sense of skepticism and place you on the defensive? You don’t have time for trends and fads. You’ve got a business to lead, people to manage, and bottom lines to scour. But don’t worry – we’ve scoured the most reputable sources and mixed in our own expertise to determine the top 5 digital trends that will be extremely important to businesses of all sizes.
Welcome to the wild world of content marketing. With 58% of B2B marketers admitting they'll increase their content budgets this year, there's going to be quite the influx of content. It's critical to be creative and unique; but it's crucial to be strategic.
Executing great SEO campaigns will be a nuanced, sophisticated effort moving forward. Here's how we will find (and optimize for) the keywords that matter in a world where keywords are hidden.
The question in the search landscape is no longer "should I blog", but "how can I blog more effectively"?
We don't like to brag, but...
Content marketing is a remarkably promising growth strategy for your business. But, as with all elements of digital marketing, it should be tracked and measured to prove its’ value to your business.
Recently, I was asked by the Columbus Chamber of Commerce to conduct a webinar on the basics of search marketing. It is always exciting to be able to talk to business owners about the strategy of leveraging search marketing to find new customers and grow their business!
We've been on the side of responding to RFPs. We thought we'd take an opportunity to offer some help to those who may be feeling their way through the process of creating an RFP that helps discover the right digital agency for your project.
Columbus (Ohio) is the place that we call home, and we absolutely love it around here. It's a pretty dang inspiring place to live and work; a city that is wired, savvy, unique, and industrious. Our work has given us the opportunity to work alongside of some of the best and most innovative minds in the city, and we are a bit addicted to the entrepreneurial heartbeat coursing through Columbus. But we’ve come to notice something alarming:
Social media is a pretty attractive venue. You don’t have to pay a fee to get into the door, nor do you have to be invited to take the stage. The microphone is always on and always accessible. With a few billion people in the audience, all you have to do is walk up to the microphone and start talking. If you choose to grab the microphone, make sure that you aren't that guy.
Unicorns are everywhere. Learning to distinguish them from great ideas isn't always easy, but is necessary if you're going to navigate the risk of growing your business with confidence and success.
The person with the biggest bullhorn no longer gets to own the conversation. Today, the most interesting voice gets the microphone. Content marketing (sometimes called "thought leadership") is the process which enables you to have a more interesting voice.
Wordpress is usually an excellent choice for a Content Management System (CMS) when we build our sites. The interface is comfortable and intuitive for our clients and the platform is remarkably flexible. However, there are circumstances when we need to build a customized application and Wordpress is not the right tool for the job.
Here's another solid infographic describing the less-known value of "long tail" keyword traffic. We've posted about this previously with a quick graph showing search trends but this graphic goes a bit more in-depth and utilizes additional research from SEOMoz.
6 ways you can prevent coupon affiliates from stealing your commission on sales
Apple recently rolled out its new mobile operating system, iOS6, on new Apple mobile device products...iPhone5, iPad, and iPod Touch.
Hey everybody! After a short hiatus, I'm back to talk about the latest algorithm updates from Google. Last Friday, August 13th, Google released their algorithm changes report.
Google makes so many changes to its search engine results pages (SERPs) and to its internal algorithm that it can be overwhelming! They are always trying out new ideas and concepts in order to improve search results for users. In this effort, they create many concepts that don't catch on but they also create many concepts that change the history of online search as we know it.
As any Internet search marketing professional is aware of, Google continues to make changes to their proprietary search results algorithm. This algorithm ultimately decides what results are presented when a user performs a specific search.
SEO can be a mysterious process to folks who are not involved with it on a daily basis. For people out there that aren't deeply involved in the optimization process, and maybe don't want to be, there is a desire to find out what the quickest and most efficient SEO updates are. Here are 10 items that will have the greatest impact on SEO rankings with the least amount of effort.
Most everyone can reference a creative infographic they've recently seen that made an impression on them. Whether it had to do with the trustworthiness of different facial hair or the price ranges of beer and hot dogs at Major League ballparks...there is a reason why these infographics leave deep impressions.
Search Engine Optimization may seem like a daunting task because of all the businesses out there fighting for top search engine ranking, but small local businesses can make a localized SEO strategy work to their advantage in gaining web exposure via Google’s continual focus on localized search results. Here's how:
Revenue from Adwords made up 96% of Google’s total revenue in the first three quarters of 2011. As they continue to blitz every business publication with “free” Adwords credits, more and more businesses are giving it a try. However, the irony is that the more Google grows, the more likely they are to cause their own demise.
This is why Search Engine Optimization (SEO) is an extremely valuable channel for many small businesses.
According to Google, 97 percent of consumers search for local businesses online. Let that sink in for a minute. Essentially, what Google is saying is that nearly all of your customers are searching for you online at some point. It’s a significant data point that should grab the attention of anyone running marketing or tasked with growing a business.
In the April issue of Compendium magazine, Danielle Walton of Adept Marketing helps dental professionals take the guesswork out of marketing their practice by presenting a clear case on why investing in their website and online marketing initiatives trumps social media engagement when generating new patients.
How does a dental office consistently bring in enough new patient leads each month to sustain its practice?
How does a dental office triple its new patient lead count?
The other way to interpret this headline might be – Three Google changes that will punish those who fail to embrace change. Sounds a bit harsh, but the reality is that search and being “found” online is all about relevance. If you can’t be found online quickly, your relevance is going to be severely diminished.
Every business has two options for marketing their products and services. Learn more about them here.
We are very excited to announce our recent certifications. Read full details below!
What is your perception?
In order to be the best, you have to have an action plan. Here is how we approach digital marketing.
There are plenty of reasons, even in today’s business climate, to seek out web design firms that specialize in designing unique sites for a variety of clients.
We decided to test our digital marketing approach with our own website. Here is what we discovered.
This article from Ad Age does a great job simplifying the process of banner ad optimization.
Are you guilty of having a Friend Profile page on Facebook, instead of a Business profile?
Another day, another social media expert... Or so it seems.
This weeks' Marketing Sherpa chart reminds of the importance that email plays in building customer loyalty and retention.
Before today, I have been impressed with the efficiency and demographic targeting of Facebook's advertising platform. The only frustration I was experiencing was not being able to track conversions within Facebook to have an instant view of my cost per acquisition.
You are probably active on social media, but are you measuring your ROI and the success of your efforts?
At Adept, we are always thinking of new ideas that would make life easier. The only problem is that we are marketing people, not engineers, programmers or scientists. So, we just post the ideas here and hope someone can make them a reality.
They say that 80% of your revenue comes from 20% of your customers. A loyal customer is estimated to be worth ten times the value of a one-time purchase!
A recent article on Ad Age reminded us that when evaluating the performance of online display ads, the art, copy, size and position on the page aren't all that matter.