Category: Tactics

Industry Marketing Predictions Tactics

Why Marketers Should Follow Their Audiences, Not Predict the Future

Rand FishkinBy Rand Fishkin
It’s 2017, and you convince your executives to be early adopters of the #Web3 trend. Blockchain-based product investments, marketing with NFTs, perhaps your own crypto coin. It’s fun, interesting, and it feels like you’re ahead of your competition on a rising tide that will lift all ships. Only trouble is, your target audience—the people you hope will become customers—aren’t adopting…
Industry Marketing Predictions Tactics

Why Marketers, Creators, and Brands Should Start Using Mastodon ASAP

Rand FishkinBy Rand Fishkin
I joined Twitter in June, 2007. It turned out to be a very smart move; over the next decade, that network had a massive impact on my professional success. Some of that is because I did interesting or valuable things, but a lot of it was a combination of timing and serendipity. There are plenty of articles about why you…
Marketing Personal Tactics

How Rand Makes Those Split-Screen Videos You See on LinkedIn and Twitter

Rand FishkinBy Rand Fishkin
Several times a week, I post videos that look like this on (usually) LinkedIn and Twitter: They tend to get a lot of engagement (in this case, 10,000+ “impressions” which translates to a respectable 2,880 “viewers” according to LinkedIn). And inevitably, I get comments, DMs, or emails that ask “how do you make those split screen recording videos?” It’s easy…
Data Marketing Product SparkToro Tactics

NEW: Audience Tracking is Now Available in SparkToro

Rand FishkinBy Rand Fishkin
Since our launch in 2020, SparkToro has helped thousands of marketers uncover the most popular demographic and behavioral attributes of their target audiences. Emphasis on “most popular” 😉. That data is undoubtedly valuable: it helps folks know where and how to reach their customers online. But, in the two years SparkToro’s been active, we observed a handful of our smartest,…
Data Marketing Tactics

How to Measure “Hard-to-Measure” Marketing Channels

Rand FishkinBy Rand Fishkin
I’ve ranted endlessly about how marketing leaders refuse to invest in hard-to-measure marketing channels like PR, media, native social, events, many types of content, and word-of-mouth. But, never stepped up and made clear how to use metrics, imperfect though they may be, to turn impossible-to-measure into difficult, but possible. Sadly, I’ve never seen a high-quality offering to reliably point-to, either.…
Industry Marketing Psychology Tactics

Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World

Amanda NatividadBy Amanda Natividad
Update: We hosted a SparkToro Office Hours webinar about Zero-Click content on August 23. Sign up free to watch the replay. It could be a chicken or egg situation: Maybe the platforms have made us lazy, or we’ve trained their algorithms to reward platform-native content — as in, content that keeps people on the platforms’ sites instead of sending them…
Advertising Marketing SparkToro Tactics

SparkToro Demographics: 3 Underrated Ways to Upgrade Your Marketing

Amanda NatividadBy Amanda Natividad
It’s been about one year since we launched Demographics in SparkToro, and it’s one of our most popular features. Many of our customers use the insights to develop personas, run programmatic ads, evaluate brand marketing partnerships, and more. But I have a feeling there are even more creative use cases that our community hasn’t yet tapped into. So I’m outlining…
Events Marketing SparkToro Tactics

The Episodic Content Creator’s Guide to Using SparkToro

Rand FishkinBy Rand Fishkin
Last Saturday, I received an email from Rich Wilan, founder of Fascinate Productions. Rich and his team help podcast creators build audiences and top charts, and they’re very good at their work, helping clients like Zoe: Science & Nutrition, Startup Dads, A Cuppa Happy (and more) launch, grow, and reach chart-topping numbers. Rich kindly gave me permission to make my…
Data Marketing Tactics

Provable Marketing Attribution is a Boondoggle; Trust Your Gut Instead

Rand FishkinBy Rand Fishkin
You’ve heard the marketing analytics spiel before. It goes something like: Marketing journeys are long, complicated, multi-channel paths. Tracking them is always imperfect, but if you employ an extensive, expensive, difficult-to-configure combination of tools, tracking systems, and deeply talented statistics professionals, you can build a high-quality, predictive attribution modeling structure that approximates reality with relatively minor gaps. My counterpoint: don’t…

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