Five free data tools to boost integrated marketing efforts

Knight StivenderBlog

Screen capture of Google Keyword Planner

An effective communications strategy requires insight and analysis as much as it does empathy and creativity. If your public relations teams are heavy on wordsmiths and light on analysts, here are five free tools (and one paid subscription you likely already have) that can help. Still need support? For each tool, we’ve provided our recommendation for upgrading.

How to use Google’s Keyword Planner to create SEO-friendly content

Knight StivenderBlog

Screen capture of Google Keyword Planner

Need SEO help? If resources and budget are minimal right now, we’ve outlined a way to use the Google Keyword Planner as a workaround to professional tools and agency support. The Keyword Planner is a tool designed to assist media buyers with advertising decisions; SEO is not its intended use. That makes using it as such a little clunky, but it works. And it’s free.

How to know whether people are using your website as intended

Knight StivenderBlog

Most of us who have worked on a website project have experienced a conversation like this: Before you know it, you have built a website everyone has contributed to, yet no one understands. Fortunately, data (and a strong creative team) can help you out of this pickle. UX designers, including those on MP&F’s Creative Services team, use analytics to figure out how visitors experience your website. With analytics, our team can see: How far people scroll down a page Whether people click as you intend Whether they click across carousels/multimedia sliders (spoiler alert — not often) If people are more … Read More

Six key marketing metrics to track in Google Analytics

Knight StivenderBlog

If your duties include tracking your company’s key marketing metrics, you know Google Analytics is a critical tool in measuring success. You also know how easy it can be to lose yourself in the volume of data available. To simplify things, our team has listed and explained in this post six of the top marketing metrics for businesses to track in Google Analytics on a regular basis. But first, here’s a quick an overview of Google Analytics for those who don’t use the platform on a daily basis. Google Analytics can’t tell you exactly who visits your website (you need … Read More

How to use census data for marketing and storytelling

Knight StivenderBlog

We’re in the middle of the 2020 Census, which is mandated by the U.S. Constitution to count every person in the United States and five U.S. territories. The census provides data that lawmakers at all levels of government use to help allocate funding for important services and infrastructure like public health, schools, roads, police and fire protection. The census is also used by businesses, entrepreneurs, economic development leaders, marketers, communicators and journalists to understand communities, impending changes and opportunities for growth. At MP&F, we use myriad census data sets to help our clients spot opportunities and tackle business challenges. We … Read More

Integrated Marketing Helps Health Care Practices

Knight StivenderBlog, Integrated Marketing

Marketing a family of brands Every marketing challenge is different. Some are more complicated than others. And then there are the ones that really make you stretch. Those are the kinds we like. Early in 2018, a company with 40-plus retail health care centers in 10 states approached MP&F looking for greater brand awareness and help attracting new patients. But there was a catch – this wasn’t one brand. This was 40-plus brands. Every one of the centers. A quick case study offers some insight to approach. Need A corporation of 40-plus retail health care practices in 10 states wanted … Read More