Tracking ROI of Organic Search for B2B: This Week in Inbound Marketing

This week in inbound marketing, we'll look at the ROI of organic search, how to create cross-selling emails, plus we review some challenges that email marketers will face in 2018. 

1) New & Noteworthy

Making Website Speed and Performance Part of Your SEO Routine

Having great content on your website and delivering a fantastic user experience is key for ranking well in Google. But ranking is based on many other factors, too, such as page loading speed. As web and search engines continue to evolve, it’s crucial for developers to keep an eye on website performance, speed, mobile optimization, and other areas that Google is factoring into SEO rankings. In this post, Bobby Lyons looks at everyday SEO activities you can do to keep your website running smoothly and loading quickly.

Tracking ROI of Organic Search for B2B

In March 2012, data analyzed by Slingshot SEO found that using last-touch attribution could devalue organic search contributions by up to 77 percent. As content marketers, this is a pretty scary statistic, because it doesn’t show the true value of our work. In this blog, Janet Miller explains how you can calculate the value of organic search by using Google Analytics and its attribution tool.

 2) Grow Your Inbound Marketing

How to Create Emails to Cross-Sell Other Products

If you’ve ever ordered anything online, you’ve seen a cross-selling email promoting a product similar to the one you just ordered. But cross-selling emails aren’t just for online retailers such as Amazon—they also work for B2B companies. If you’re not using them in lead nurturing workflows already, you should be. In this article, we share how you can create emails to cross-sell other products.

My Inbound Strategy Is Rocking It! Why Do I Need PR?

Regularly blogging, publishing content, and keeping your website updated are all great elements of executing a successful inbound marketing strategy. With content available everywhere you need to take extra steps to make sure you get it in front of the right people. In this post, Doreen Clark, director of PR for SmartBug, shares why PR is so crucial for a high-performing inbound strategy.

3) Marketing Reports, Updates, and Trends

The Challenge Email Marketers Face in 2018

As far as marketing channels go, email isn’t going anywhere anytime soon. That’s not to say there aren’t increasing challenges to overcome as consumers get smarter and CAN-SPAM laws continue to evolve. This blog post shares survey results from more than 506 users on the biggest email marketing challenges to overcome in 2018.

How to Build a Better Marketing Strategy Using New Technology

Change can be a scary thing—but in the world of digital marketing, there’s no other option. Still, many companies have been slow to embrace technology changes over the years and are just now developing a comprehensive digital strategy. Read about how to build a better marketing strategy with new technology here.