Today we're diving deep into the power of targeted demand generation. We'll explore strategies in marketing to find more qualified leads, driving the success of businesses.
Arti describes the way to build a brand that sticks in the long run, covering the topics that matter most in the industry. She'll provide metrics, actionable tips, and advice that you can apply to your own marketing efforts.
Listen and learn in this episode!
Episode Highlights:
00:00 Podcast Intro
00:10 The power of targeted demand generation
01:45 Lead generation vs demand generation
02:25 Data's Role in your campaign
03:45 Personalized engagement
04:10 Sales & Marketing alignment
04:40 Top 5 Metrics to keep an eye on
06:00 When to use targeted demand generation?
7:00 What kind of content should you produce on campaigns?
8:00 Example: Health Tech Space Company
10:40 Adapting your campaign to your target audience
13:30 Outro
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Artificial Intelligence is here to stay, so why not use it to our advantage? Experienced marketers and AI can accelerate your business's growth. See it as having the finest high-octane fuel in your luxury car's tank, which is your marketing campaign.
In this episode, Arti Sharma wraps up the way AI is changing the world of advertising. How important it is to up-level your skillset using these tools, maximizing your revenue and engagement results.
Listen and learn in this episode!
Episode Highlights:
00:00 Podcast Intro
00:10 Episode Intro
00:30 A deep dive into Artificial Intelligence
01:20 Why AI matters so much for us marketers and business owners?
02:25 How AI is changing how we interact with technology
03:25 How is AI already making waves in the world of advertising
04:30 Combining marketing strategy with AI
06:20 How experienced marketers help
08:00 Learning to uplevel your skillset using AI
09:45 The importance of embracing AI through testing
11:00 Simple automation can be your entryway
12:05 Optimizing your marketing campaigns
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website and find us on Facebook, Instagram, and YouTube!
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One of the trends we’ve seen in 2023 is the use of AMPs or Accelerated Mobile Pages. They provide a seamless experience to users which can lead to higher conversion rates and sales for businesses. However, there are also some downsides you need to consider before applying them to your business.
In this episode, Arti Sharma wraps up the 2023 SEO series by talking about AMPs or Accelerated Mobile Pages. She shares the pros and cons of using them to help you make the right decision if you should hop on this trend for your business.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
Accelerated Mobile Page (AMP) is an open-source framework developed by Google Developers that allows web developers to create fast loading lightweight versions of web pages for mobile devices.
Why businesses are using AMPs?
AMPs are designed to load quickly and provide a smooth, seamless user experience on mobile devices, which can improve user engagement rates.
Faster loading times tend to rank higher in search results, so implementing AMP can improve a website's ranking and visibility.
AMPs are eligible to be displayed in the top stories at the top of Google search results, which can increase the visibility and credibility of a website.
Improved user experience and faster loading time lead to a better experience, which can lead to better conversions and sales.
Some downsides of using AMPs:
Limited functionality
Reduced control over the site’s appearance
May impact SEO negatively if not done properly (according to some experts)
Creating separate versions of pages may lead to content duplication and potential penalties from search engines
Privacy concerns
Make the right decision by weighing the pros and cons of AMPs and analyzing what is the right fit for your business.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Your Google My Business profile might be updated and well-managed but are you also using Apple Business Connect? Can people find your business on Apple Maps? It’s something that you don’t want to miss out on.
In this episode, Arti Sharma shares more about the current SEO trends. Here, she gives you some important tips to help optimize for local Voice Searches on different Maps.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Do you think you’re missing out on traffic because people aren’t searching the way you think they are? If your website is not optimized for voice search, then this could be the case.
In this episode, Arti Sharma discusses what a voice search is and some of the best Voice Search Optimization practices.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
Best practices for Voice Search Optimization:
Look at long-tail keyword strings and include them in your content. Think about the who, what, where, and how when starting to build content. Include them in your copy and headings.
Use conversational language. Sound authentic, easier to understand, and easier to read. Casual writing is the way to go.
Improve your local SEO. Local SEO is the process of improving your search visibility for local businesses. Maintain a Google business profile.
Get more featured snippets.
Use schema markups.
Optimize for mobile and improve site speed.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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We’ve been experiencing lower click-through rates and traffic on Google. This is because Google came up with multiple Search Engine Results Pages (SERP) features. However, if we understand the data points as to what is happening, we can test and try these trends and still win the game back.
In this episode, Arti Sharma tackles why click-through rates are diminishing, what zero-click and no-click content spaces are, and what we need to do to get a spot in these spaces.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
How to earn a spot in the zero-click space:
If your content follows the EAT principle, it may essentially have a chance to rank in featured snippets.
Choose a format that Google will understand. (e.g. Using a numbered list in making How-to-Tutorials)
Learn from existing featured content.
Use structured data.
Find the right intent and context that people are looking for.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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With Google’s algorithm constantly changing, you need to be one step ahead of the game. It’s important to have a deep understanding of what has been working consistently through these changes and how you will properly adapt to them.
In this episode, Arti Sharma explores some key changes every marketer should be aware of to have a real advantage for any upcoming updates from Google, especially around content creation.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Marketing for manufacturing businesses can get challenging because of selling complex products to niche markets. Hence, it is important to make sure that marketing campaigns are very targeted and resources are utilized strategically. This ensures that every opportunity represents a significant revenue potential for your organization.
In this episode, Arti Sharma talks more about ABM strategy for B2B manufacturers, how to get started with conversion-focused marketing campaigns, and the qualities of a good ABM platform for manufacturing businesses.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
Your marketing needs to be very targeted. It has to be personalized to be effective. Otherwise, you're simply wasting time and money marketing to people who will never be qualified to buy.
Find the right messaging that resonates with your potential market and reach them with that messaging, wherever they are.
Use marketing technologies that will make sure that your advertising campaigns are hyper-targeted.
Start your ABM strategy by identifying your right fit accounts.
Creating right fit accounts helps you create an overall strategy to build a comprehensive framework which is really tailored towards your unique sales and marketing goals.
Write hyper-focused and conversion-oriented digital ads across numerous channels.
Monitoring should be done once the campaign gets into motion. Optimization should happen on a daily, weekly, and monthly basis.
After making sure that the ad technology is in place, make sure that your marketing technology in your CRM is also in place.
Since marketing drives sales, ABM should be able to flip the traditional approach by encouraging marketers to focus all of their efforts on a defined set of targeted accounts.
A good ABM platform should eliminate operations, marketing, and sales silos and bring various departments visibility into an accounts engagement over the course of their lifecycle.
A good ABM platform must support the multi-channel ABM as well.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Video is an essential aspect of overall marketing today. Video marketing is a great way to showcase your visions and goals, engage potential customers, and attract the right people to work and scale with you.
In this episode, Arti Sharma takes a deep dive into video marketing for B2B manufacturing. She shares some important tips on the types of videos you can make and the processes involved in video creation and marketing.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
More and more consumption of video content is becoming more prevalent and many companies are investing and carving out specific budgets for videos.
Many companies today need help to explain what they do, who they serve, and what makes them so different. They kind of hide all this information on their website and it’s going to get harder and harder to keep the attention of visitors on those types of pages.
Video marketing is something that not everybody is embracing so it’s a way to differentiate yourself from others.
Types of Videos You Can Create for your Marketing:
Video Creation Steps:
Always bring what you’ve captured to life and make sure it is aligned with your visions and goals.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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In today’s digital age, websites are the most visible part of B2B companies. Even during non-business hours, a website assists your potential customers with their independent research. It is just essential to learn how to gain a higher edge in your industry through your website design and content. This will greatly help you be the manufacturer of choice for businesses.
In this episode, Arti Sharma talks about how to create a compelling website that serves your audience well and converts at higher rates.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
Driving high-quality prospects to the website is the best way to ensure that your target customer can be entertained, engaged, and delighted to convert into sales.
Potential customers turn to a company’s website to conduct independent research before engaging the sales team.
Your website is serving as a 24/7 salesperson for your customers so it needs to create an impression to make this a delightful experience for them.
A site that does not bring any prospects or an overabundance of low-quality ones may be doing more harm than good to your team.
Important Points to Remember in Designing Your Website:
Some Essential Pages on Your Website:
When a user gets on your website, the homepage gets the site user’s attention but the user experience will keep them engaged.
Order the header menu from left to right in order of importance to your audience.
These pages should also include call-to-action buttons.
How you navigate your users through the correct user experience and the right calls-to-action on these pages is very important.
Topics on these pages build authentic relationships with users because here, you are speaking their language and you understand them.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Search Engine Optimization is no longer optional. To stay relevant, set a budget for your SEO plan and adopt it at your earliest.
In this episode, Arti Sharma talks all about SEO and the value it brings to manufacturing and industrial organizations. She shares relevant tips on the things you should consider for your SEO campaign.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
If you are one of those companies who was trying to attract the new generation of engineers to specify their products in their RFI, then you need to start working on your SEO plan.
If you go straight up in defining high-volume search keywords, you may end up risking the targeted phrases that your ideal customers are looking for and you have missed out on optimizing your web presence.
Build your buyer profile, understand their desires, their requirements, and reasons for making that search, and then choose the keywords.
Search intent is the why behind that search query.
Google’s aim is to provide users with the most relevant result and if you’re showing up for a non-relevant result, those people who found you came to your site and bounced back.
A higher bounce-back rate tells Google that your site is not relevant to the audience.
Four Types of Search Intent:
Make sure that you have your technical house in order. Make sure your website is easy to find and trusted by both users and search engines.
SSL certificate is not just for E-commerce companies, it should be considered because it establishes trust. Google might spit out and say your network is not safe to visit the site.
Site speed is critical especially when everything now is so instant.
A local approach is advised if you work for a manufacturing facility that can only deliver items to specific locations or has predefined boundaries. Whereas, an international approach is advised if you are a large industrial enterprise that may distribute statewide through various locations.
Metadata is a code that contains webpages descriptions. It aims to explain to search engine robots what the page is all about.
Be as specific as you can get on your metadata.
Require somebody to monitor your rankings, your competition, and what your data is telling you.
Like any marketing plan, your SEO campaign is incomplete without a measurable ROI process.
Clean up your 404 pages.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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In today’s business world, it is not enough to just have a great product. We also need great marketing strategies. With so much competition out there, you must do the most creative marketing strategies not just to attract potential customers but also to get long-term trust and loyalty for your brand and generate more sales as you grow.
In this episode, Arti Sharma takes a deep dive into the 5 inbound strategies for manufacturing organizations. They’ve found these techniques to be staples in attracting, engaging, and creating delightful experiences for their audience.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
5 Inbound Strategies for Manufacturing Companies:
How to improve your blogging and content marketing strategies:
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Gone are the days when buyers make a phone call to talk to a sales representative to find solutions to their problems. With easy access to the internet these days, they now prefer to find everything online and make a decision even before talking to your sales team. Thus, it is time to invest in better digital marketing techniques for your business.
In this episode, Arti Sharma talks about where marketing is heading for manufacturing organizations and why now is the time for most manufacturing and OEMs to embrace modern-day strategies.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
In the past few years, manufacturing companies have invested in modernizing their marketing and have seen measurable results.
Traditional sales and marketing tactics are still pieces of the puzzle, but a growing segment is online.
Most manufacturing customers prefer to find answers online rather than making a phone call. This shift is forcing more and more manufacturing companies to look at their digital presence.
Everybody has access to the internet, and modern phones have made it easy.
Giving the people involved in the buying process more information would be key to your success and their success.
Marketing, in general, is two big buckets, inbound and outbound.
Outbound marketing focuses on pushing your message out to those who might be a good match for your target customer profile. Inbound marketing focuses on showing up for people searching for what you offer.
Understand who your ideal customers are and how your marketing could handle them. Be involved in their journey to create that experience and make a memorable brand impression.
Outbound activities can complement inbound sponsorships like the prominent trade show booths you’ve paid heavy amounts. Do awareness-generating activities even before getting into those booths.
Today’s manufacturing and B2B buyers make most of their purchase decision even before they’ve spoken to your sales team or rep.
Inbound marketing is becoming more prominent and is all about ensuring that your website is doing the job of a sales rep and steering those visitors into taking relevant action.
If you are not investing in internet marketing or digital marketing techniques, you won’t even be able to show up.
Build high-quality educational content that establishes trust and also trust in your capabilities and expertise.
Do not do a hard sell. Allow visitors to browse your educational content, specifications, case study features, and company information you have on your website.
Invest in identifying your ideal customer and building educational, relevant, and engaging content.
Keep your prospects on the website and guide them through their journey to take relevant action.
Considering the growth and a scale-up strategy, you should look at anywhere between 15-20% on your marketing.
If you don’t have sales resources, 35% of your top-line revenue, including your sales team, should be considered a budget for the coming year or whenever you want to resell.
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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Marketing is ever-changing and if you fear adopting new technologies, your competitors will be way ahead while you get stuck. On the other hand, if you choose the right tools that will fit your business processes, you are going to give your customers the best experience and your business will be profitable.
In this episode, Arti Sharma and Rebecca Phillips talk about choosing the right automation for your business process and the benefits of having it for your business growth.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
Today’s Guest:
Rebecca Philips is a Channel Account Manager at HubSpot. She helps a lot of businesses grow using technology to improve communication and customer experience.
Connect and learn more about Rebecca here:
LinkedIn: https://www.linkedin.com/in/rebeccajamphillips
Twitter: https://twitter.com/rebeccajam
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Marketing technologies are changing so fast. These techs can make things easier, but keep in mind that the steps you take in your business must always align with your long-term vision, your brand promise, and the values that you want to add to your clients.
In this episode, marketing and business coach Dan Holstein talks about the importance of marketing in scaling a business, what should be in an ideal marketing vision, and taking advantage of new marketing technologies without losing your interpersonal relationship with your clients.
Listen and learn in this episode!
KEY TAKEAWAYS FROM THIS EPISODE
Today’s Guest:
Dan Holstein is a business leader and a marketing and business coach who helps entrepreneurs scale and exit their businesses.
Connect and learn more about Dan here:
LinkedIn: https://ca.linkedin.com/in/danholstein
Website: https://www.kaizenperformance.com
YouTube: https://www.youtube.com/c/kaizenperformanceimprovement
If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!
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The pandemic has changed the state of social media and communications. During this crisis, companies cannot continue with their regular social media strategy and content marketing. On this podcast my special guest Aaron Fulk, CEO, Lillian James Creative and I share, where companies should focus and pivot in their social media strategy to build deeper connections with customers, prospects, partners and teams.
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Today, Arti talks with SEM Rush's Head of International Partnerships, Fernando Angulo, all about today's search marketing and where search is headed - including the trend towards importance of customer journey over vanity metrics!
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Today, Arti talks tools to break up the monotony of content creation to keep you unblocked and keep the content flowing!
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Today, Arti talks simple tactics you can use for greater employee satisfaction!
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Today, Arti talks about how to invest in your technical infrastructure, as well as data and analytics to implement and support advancement in your business!
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Today, Arti talks about how to do keyword research and how applying it to your digital marketing strategy will increase your sales efficiency!
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Today, Arti talks about sales funnels and why they matter, as well as what happens once the lead has turned into a customer and how to nurture those leads and relationships.
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Today, Arti talks about how LinkedIn is crucial to your 2020 marketing strategy, and how to grow your LinkedIn performance with simple and easy-to-implement hacks!
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Today, Arti talks through what makes it worth spending money on marketing in addition to organic reach!
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Today, Arti talks through how to utilize search engine optimization (SEO) to increase your organic AND paid reach! It’s not about the best tricks, it’s about using techniques that will be here for the long haul!
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Are you considering the relevancy to end user experience in your content creation?