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Straight North's blog is used to help business owners and marketers learn about internet marketing. Topics cover lead generation, email marketing, SEO, and PPC.
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When To Optimize Image Alt Text For SEOAlt text (alternative text) can be added to website images at your discretion. Alt text is usually added to images for accessibility — in other words, to help website visitors who can’t see the image. Image alt text can be useful for SEO, which is the topic of this post. You may have seen SEO advice telling you all images on your website should have optimized alt text. This is not always the case. Sometimes optimizing image alt text is a good idea, and sometimes it is not worth the...
Go Public With Privacy
Protecting privacy on the Internet became a major issue in 2019, and figures to be even more important in 2020. Data breaches, ad tracking, misuse of personal data and other issues have rattled the public, justifiably so. To illustrate: SelfKey reports that 2019 data breaches exceeded 5 billion records as of last November. As many of us know, stolen records include credit card numbers, home phone numbers and other sensitive data. While many data breaches occurred without much media fanfare,...
Marketing Offers In The Coronavirus-Dominated World
Companies are asking themselves whether they should continue their Internet marketing campaigns in the rapidly dissolving U.S. economy — a lightning-fast and unprecedented decline that is an unfortunate but probably inevitable consequence of our fight against the coronavirus. Only you can make the determination whether scaling back, maintaining or upping campaigns is the right course of action. There are many serious strategic issues every company has to weigh, issues that affect...
Hot Marketing Trends: Wait Or Innovate?
No matter how fast it moves, the pace of technological innovation is always accelerating. Marketing is no exception. Developments such as voice search, the Internet of Things (IoT), virtual reality marketing and many more leave companies in a quandary: Should we hop on the latest marketing bandwagon or sit back and wait to see what happens? Early adapters can win big, but there’s also huge downside risk. Investing heavily in a new marketing approach, especially if it involves scaling back...
Why Our Marketing Failed In 2020
Don’t Let This Memo Be Yours! To: Board of Directors and CEO From: Director of Marketing Date: December 28, 2020 Subject: Annual Marketing Review We fell short of our primary marketing goals in 2020. In summary: SEO Goal: 10% increase in organic leads Result: 5% drop in organic leads PPC Goal: 5% increase in ROAS Result: 3% drop in ROAS Email Goal: 5% increase in conversion rate Result: No change in conversion rate In reviewing performance with the marketing team, I have...
Use Caution With Internet Marketing Fads
Five years ago, nobody heard of influencer marketing. Today, you can’t stop hearing about it. Whether it’s content marketing, native advertising, voice search or something else, marketers are always chasing the latest fad — and unfortunately, you, the client, often get caught up in the frenzy. Be careful of investing heavily in “hot” marketing techniques. Sometimes, the latest and greatest idea is a real winner. But more often, the hot stuff either fizzles without having much...
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