E: Hello [@] CreativeTraction.com | T: @DuaneBrown

Free Tool Builds 100+ Long-Tail Keywords For SEO & PPC

Keyword Tool uses Google’s Autocomplete to generate 750 relevant long-tail keywords based around a set of words you type into the search box (it’s free). If you’re involved with SEO, PPC or content creation then you know how useful these keywords can be. You can also find out searches for Google Play, which I’ll get into next month when I write about the Basics of App Store Optimization (ASO).

About Google’s Autocomplete
As you type in Google’s search box, you can find information quickly by seeing search predictions that might be similar to the search terms you’re typing. For example, as you start to type [Canadian], you may see other popular Canadian-related searches.

are-canadians-google-search

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What Should Our New Purchase Funnel Look Like?

Having moved back to Toronto two months ago and settled back into a rhythm. I’ve been meeting with a lot of brands, from online to retail and corporate, to chat about opportunities and how I felt my international experience can help grow a brand online.

One area that keeps coming up is the purchase funnel. If you spent your 90s in high school, like I did, than the picture below should be familiar to you. Pretty standard graph from your high school marketing or business class.

purchasefunnerl

However, the purchase funnel hasn’t changed in over a decade and it needs too. More brick-and-mortar-focused retailers are stepping up their online game and increasing the percentage of their sales that come from online channels, and Web-only retailers have been growing at an impressive clip, too. It’s a dog eat dog where out there in retail and everyone is fair game. What’s helping shift are:

The Top 5 Consumer-Driven Trends in Retail

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Global Report: Digital, Social & Mobile Worldwide In 2015

I’ll let We Are Social say it best:

Including stats for more than 240 countries around the world, and profiling 30 of the world’s biggest economies in detail, this report is the most comprehensive, free compendium of up-to-date digital statistics and data you’ll find.

Regardless of what industry you’re in, this is a must read. Especially a look at the mobile data as it shapes the next few years.

Difference between User Acquisition & Demand Generation

signs-of-b2b-lead-generation-success

Performance marketing (paid search, display and paid social) is a challenging and interesting space with heavy industry jargon. Similar to customer vs consumer, the latter being a person who buys a product in your category/vertical but doesn’t buy from your company, like a customer would.

I see many people mix up and use the terms user acquisition & demand generation interchangeably. I don’t feel they mean the same thing.

So what is the key difference between the two terms?

Demand Generation: Sits at the top of the purchase funnel covering awareness and consideration
Similar to consumers, these people don’t buy from you (not yet anyways). Consumers might buy from you competitor(s) or you might have to show these people why they need your product. This is especially true if you’re creating a whole new category for your industry. This is what the iPod, tablets, Dropbox and even the selfie stick have all done. There was no (or very little) demand for this product before and in a few short years (9 for the selfie stick) you’ve people who can’t live without these product.

User Acquisition: Sits at the bottom of the purchase funnel covering purchase(s) and advocacy
Like customers, these people already use your product or service.User acquisition falls under purchase and advocacy for the purchase funnel.  Customers could be new or long-term users of your product, but they buy from you none the less. Your job is to up/cross sell other products from your company and create a long-term customer for your brand. The work isn’t done once someone has bought from you, you’ve to work twice as hard to keep them as a customer.

What do you think… am I off base about user acquisition & demand generation?

What Will 2015 Look Like?

2015 Look Ahead

I don’t know. No one does. 2015 for me will be about making not talking. I don’t want to tip my hand, but it’s going to be delish.

If you’re looking for inspiration. Huge Inc has a great look ahead and what they didn’t like about 2014. Google has their 2014 trends. Both are a treasure trove of ideas if you’re looking to get your hands dirty and make something in 2015.

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