Posts by Dan Natale

Cost per lead, or CPL, is the total amount it costs for your firm to generate one lead, calculated at its most basic level by dividing total marketing spend by number of new leads.  Especially if you’re spending money on digital marketing, it’s important to keep a close eye on CPL creep and make adjustments…

You’ve probably heard it before: “LinkedIn Ads are just too expensive!” But Is it really the platform or could it be the approach? More often than not, the real culprit is cold outreach to uninterested prospects with a sales pitch right off the bat. This approach can quickly burn through your budget without yielding the…

Remember: Google is first and foremost an advertising business. Advertising accounts for the majority of Google’s revenue, which amounted to a total of 305.63 billion U.S. dollars in 2023 Google is not your bestie. They are a useful platform to drive qualified web traffic. Love them for that. However: Google Ads reps are primarily salespeople,…

Google recently released a major update to its search algorithm called the Helpful Content Update. This latest iteration aims to further promote useful, expertise-driven content while demoting low-value, thin pages in results. As a core part of Google’s mission to connect users with authoritative information, this update continues efforts to clean up results by highlighting…

With the advent of Google Analytics 4 (GA4), the landscape of digital analytics has evolved, offering a more integrated, insightful, and user-centric approach to understanding your audience’s behavior.  One of the most critical aspects of this new platform is its approach to conversion tracking. Conversions, or the significant interactions that users complete on your site…

Google Analytics 4 (GA4) is the latest iteration of Google’s web analytics platform, designed to provide businesses with more powerful insights and reporting capabilities. While Universal Analytics (UA) has been the standard for many years, GA4 is poised to become the new benchmark.  In this guide, we’ll look at the key differences between GA4 and…

Keyword research is the process of identifying and analyzing the keywords and phrases that potential customers are using to find products or services like yours. Before you can begin using SEO (search engine optimization) as a marketing tool to drive traffic to your website, you need to understand the keywords you’re optimizing for.  Follow these…

One of the most common mistakes we see marketing teams make is treating landing pages – the standalone web pages built specifically for digital marketing campaigns, where visitors “land” after clicking on an advertisement – as afterthoughts or easy lifts instead of with the thought, care and attention they deserve.  Landing pages aren’t lesser than…

Here is your fintech marketer’s guide to improving your organic search presence, whether you’re in retail banking, wealthtech, credit, or another fintech-related segment. Many of the tactics outlined will work for any B2B business, but for fintech, there are a few other things to consider: First, always remember to EAT.   As part of Google’s…