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All Things Data-Driven Marketing

11 Things People Believe But Shouldn't

People often choose to believe in things that are just not true.

The Great Wall is the only human made object viewable from space. All Vikings helmets had horns. Vaccines cause Autism. 5G causes causes cancer. You get the idea.

Here are 11 things that a lot of us in marketing believe, but shouldn’t.

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teamwork

You wouldn’t hire a brain surgeon to treat your heart condition. Different conditions require different specialists. It’s the same for search engine marketing. SEO has a role. PPC has a role. And, like holistic medicine, they work best when tightly integrated. 

Easier said than done. Too often, marketers find themselves managing multiple agencies or internal teams, each of which is trying to accomplish their goals. The result is an inefficient, ineffective strategy.

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B2B SaaS Keyword Research: A Start-to-Finish Framework

When it comes to SEO, it all starts with keyword research. 

Before you kick off a link-building campaign or invest in creating quality content, you need to understand where the volume is, how competitive terms are, and the intent behind those queries.

But what does an effective keyword research strategy look like? 

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Crowd

Never-ending to-do lists, department priorities, and bosses who require you to switch focus to action on their “big new idea” at the drop of a hat. That’s the day-to-day reality for most people in any business.

Then, you turn up to people’s desks like an unwelcome door-to-door salesperson, trying to convince them of the virtues of customer-centricity. You’re not just adding more to their plate but also to think about new ways of working—ways that may conflict with their current priorities. 

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email deliverability

There are few things worse as a marketer than putting a ton of time and effort into your email campaigns only to see them perform poorly. 

While the usual suspects of content, design, and campaign strategy make a difference, none of that matters unless your email actually makes it to your subscriber’s inbox. 

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Why A/A Testing is a Waste of Time

The title may seem a bit controversial, a fairly common question I get from large (and small) companies is—“Should I run A/A tests to check whether my experiment is working?”

The answer might surprise you.

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Google Ads Hub

Not long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time. 

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Image of notebook with planning

Your new boss read that customer experience (CX) improvements can deliver billions in additional revenue. So HR hot-footed it onto LinkedIn and recruited you to make this a reality. 

As if expectations like that weren’t enough, you might have heard that one in four CX employees are predicted to lose their jobs this year–if you can’t prove value, you don’t get a paycheck. 

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Amazon SEO Isn’t Google SEO: 6 Differences That Matter

Did you know that Amazon has surpassed Google as the go-to search platform for shoppers looking for products?

This may come as a surprise to many readers. (I’ve certainly never heard anyone use “Amazon” as a verb.) Yet the data backs this up.

When customers have a specific product in mind, more turn to Amazon search than Google.

If you’re porting over your SEO “best practices” from on-site product pages to Amazon product pages, you’ll struggle. This post covers the key differences to help you thrive on both platforms.

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image of cigarettes

It’s summer in the UK. Two cigarette disposal bins are erected on a littered street. One bin is marked Ronaldo, the other, Messi. 

The bins encouraged smokers to vote for the best football player with their cigarette butts. After twelve weeks, cigarette litter dropped by 46%. In the United States, a similar experiment reduced cigarette litter by 74% in six months. 

Instead of yelling at smokers to “clean up your butts,” the bins implied the desired behavior in an easy and fun way. 

That’s a nudge.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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