What Search Engine Marketing Professionals Can Learn From Facebook Ads

Facebook—or Meta, as it would rather be known— is everyone’s favorite whipping boy these days. This is hardly without reason, either.  Between October’s embarrassing outage, The Wall Street Journal’s Facebook Files, and the recent news that Meta’s shares have tanked through the floor, the social network/corporation has been having a rather bad time of late. 

We’re not here to talk about any of that, though. We’re here to discuss a symptom of Meta’s slow erosion. To be frank, Facebook advertising is terrible, and it’s been getting progressively worse. 

You’ve likely noticed it yourself if you still spend time on the social network. Low quality, word salad ads with nothing in the way of actual targeting. Constant stories of ads being rejected without explanation or cause, often for completely nonsensical reasons. 

And all this is tied together by a backend that can charitably be described as cumbersome. 

To be frank, it’s a disaster. But as with any disaster in the marketing world, it represents an excellent learning opportunity. Here are a few search engine optimization (SEO) and search engine marketing (SEM) insights that can be gleaned from this mess: 

  • Control your ad network.  We’ve made no secret of our belief that modern advertising is broken, perhaps beyond repair—and that the blame lies almost entirely with ad networks not properly policing their content. Facebook is a microcosm of this wider problem; its advertising algorithms clearly aren’t up to the task of maintaining quality.  
  • Targeted content is crucial.  There is one foundational rule that unites content marketing, SEO, and SEM—know your audience. The more effectively you can nail down who they are, what they’re searching for, and what they want, the better your content will perform. 
  • Technical SEO is no substitute for quality. You’ve probably seen your fair share of ads about how robots are stealing your traffic or auto-generated content is the future of marketing.  How many of those did you actually click on, though? Even though they’ve been delivered to the right audience, these error-laden, rambling ads simply don’t seal the deal.  
  • The quality of your tools matters.  Managing SEO for a smaller site is something you can usually handle on your own. However, as your web presence and business both continue to grow, you can either bring in an agency or start relying on paid SEO tools. If these tools are not simultaneously intuitive and effective, they’re likely going to do more harm than good. This is evidenced by Facebook’s Business Tools, which suffer from the same design problems noted by UX Collective.  

SEO and SEM have evolved in recent years. By contrast, Facebook has remained largely stagnant. There’s another lesson there—if your business does not evolve and adapt with the market, it will ultimately be left behind. 

The Do’s and Don’ts of SEO Reporting

Reporting is a necessary component of search engine optimization (SEO), but that doesn’t mean you have to like doing it. For many professionals, reporting comprises all the worst parts of the job—boring meetings, number crunching, and paperwork. At the same time, it doesn’t have to be painful or wasteful. 

Nor should it. Reporting should be a natural, seamless step in the SEO process. Here are a few general do’s and don’ts to help you in that regard. 

Do: Establish Baselines and Benchmarks

Your reports cannot exist in a vacuum. Whether you’re measuring progress or analyzing performance, you need something to compare it to. Otherwise, it doesn’t matter how good the numbers look, they’ll lack the context that gives them meaning. 

Ensure you have access to historical SEO data when reporting, and define progress milestones as well.

Don’t: Neglect the Customer Journey

A baseline isn’t the only thing that gives your data context. You must also consider how your SEO efforts slot into and enhance your sales funnel. Don’t solely focus on conversions, but consider how each set of keywords might represent a customer at a different stage of their journey. 

Do: Tailor Your Reports

When it’s time to generate a report, there’s one question you need to answer upfront—what does your audience care about?  What are their main objectives, and how can you best fulfill them? In addition to tweaking your reports based on how they’re being delivered, provide extensive data visualization. 

Don’t: Hyperfocus on Metrics

It’s easy to get caught up with numbers and minutiae where SEO is concerned. But you need to be careful that your reports don’t end up just being a list of analytics data. You can’t just spout off metrics. You need to contextualize those metrics. 

Why does each metric matter in a greater-scope perspective?

Do: Set Clear, Achievable Goals

In addition to figuring out baselines and milestones, it’s important to sit down and hash out your objectives prior to putting your SEO strategy into practice. Collaborate with key stakeholders to figure out what you want your SEO efforts to actually accomplish. More importantly, make sure those goals are achievable within the timeframe you’ve defined. 

Don’t: Overuse Jargon

Jargon can be incredibly useful when communicating with other SEO professionals. However, you’re not delivering your report to colleagues in the SEO sector. You’re delivering it to people that may not necessarily have a working knowledge of your craft.

Keep that in mind, and remove jargon from your report whenever possible. In cases where you can’t cut a technical term, make sure you take the time to explain it as clearly as possible. Analogies are your friend here. 

Reporting In

Love them or hate them, reports are a cornerstone of the SEO profession. It’s imperative that you understand their value. More importantly, you need to have a solid idea of the most common mistakes SEO professionals make in their reporting—and the best practices that can make your reports truly shine. 

The Ten Characteristics of Low-Quality Content

You’ve probably heard every cliche in the book about the importance of content. You’ve had the value of content marketing driven into your skull for years. You know it’s important.

But do you know how to tell the difference between good content and bad content? You probably have some inkling about whether or not a particular piece of content is great. Today, we’re going to discuss how to tell if your content — or that of a competitor — is terrible. 

1.  Lack of Copyediting

Would you trust a newspaper laden with spelling errors? What about a white paper with such confusing grammar that it takes ten minutes to read a single sentence? You already know the answer to those questions.

Hire a copyeditor for your website. Trust us on this. 

2.  No Originality

Plagiarists are, beyond any shadow of a doubt, the lowest common denominator in any creative field. If you aren’t coming up with your own ideas or adding your own thoughts to a piece, you need to start. And if you’re scraping content, it’s not just your content that’s bad, it’s your entire business. 

3.  Bad Titles

Google isn’t a fan of sensationalist headlines. Neither are your readers. Keep your titles relevant, informative, and simple because clickbait is the bottom of the barrel. 

4. Irrelevant Information

Value represents the most important characteristic of any content. Whatever you produce, it needs to provide your audience with something they want or need. More importantly, if you’re dealing in facts, you need to be accurate and informative. 

5. Overly Thin

We’ve all encountered a blog that seems to end almost as soon as we’ve started reading. There are admittedly some rare scenarios where short-form content is justified. In most cases, however, you don’t want fewer than 500 words. 

6. Far Too Long

Anyone who’s worked in content marketing for any length of time has encountered it. A blog post where the author is clearly laboring to meet some arbitrary minimum word count. Such content rarely performs well. 

Write as much as you need in order to address your original topic, and not a word more. 

7. Disruptive Web Design

Intrusive, obnoxious ads. Hidden anchor links. Terrible performance. 


The way your website is designed may not directly pertain to your content, but it inevitably influences how people experience it. 

8. Citation Needed

Cite your sources, especially if you’re making fact-based assertions or operating in an academic niche. Failure to do so not only harms your own credibility but can, in some cases, verge on plagiarism. 

9.  Strategy? What Strategy? 

Good content doesn’t just spring out of some formless abyss. It’s the result of a deliberate, ongoing strategy. It’s born out of an understanding of your audience and your goals. 

10.  Keywords. Keywords. Keywords. Keywords. 

Decades ago, keyword stuffing was a legitimate tactic for getting content onto the search engine results page. Today, it’s going to get you penalized by Google. Keep it to one or two keywords at most. 

So, based on the above, how good is your content? 

Five Things to Understand About Virtual Reality Marketing

For much of its short history, virtual reality has been the prime domain of video games and science fiction. That’s changing, and fast. As noted by DevOps service provider Perforce, the use cases for VR have, over the past several years, considerably expanded

Marketing is one of these new use cases, and businesses are keenly aware of the potential benefits. In 2021, for instance, the combined impact of VR and augmented reality reached $29.5 billion, according to Statista. That number will very likely be even higher in 2022. 

If your business is to embrace its potential, there are a few things you must first understand, however. 

VR and AR are Actually Quite Different

Augmented reality projects virtual images and interfaces over reality, such as via a smartphone app or a pair of smart glasses. Pokémon Go is one of the most successful and best-known AR apps in recent memory. Google Glass is a less successful example of AR. 

Virtual reality instead projects the user into a simulated virtual world. Typically, most VR requires that the user at least have access to a headset. Other VR hardware may include, but is not limited to, haptic feedback apparel, omnidirectional treadmills, and directional sensors. 

Personalization is at the Core of VR Marketing

If there’s one thing marketing professionals have learned in recent years, it’s the power of a personalized experience. VR allows that experience to be taken to entirely new heights, engaging audiences in custom-built digital environments. AR enables personalization as well, albeit on a less immersive level. 

The Pandemic Created a Surge in Popularity

As software developed Signiant notes in a recent blog, the current fascination with VR technology can be directly traced to COVID. As the world struggled to cope with the social isolation created by lockdowns, VR technology provided a compelling means by which they might connect with friends, family, and colleagues. This was valuable to education, particularly as instructors recognized the potential to create fully immersive classrooms. 

There are (Technically) Three Main Types of Virtual Reality

Non-immersive

What many don’t realize is that video games are actually a form of VR. Although you are not yourself present in a virtual world, you are still interacting with it as a third party. 

Semi-Immersive

Semi-immersive VR blurs the line between AR and VR. On the one hand, it allows you to explore an environment via a headset. On the other, you can just as easily do so on a computer screen. 

Fully Immersive

The gold standard for VR. Complete immersion. 

Don’t Buy into the Hype of the Metaverse

At the present moment, VR marketing could be a case study in potential. It’s clear that as technology grows more advanced and widely available, it will fundamentally change how we interact not just with brands but with the entire world. However, use cases are likely to be limited in the near future. 

This is best evidenced by Wal-Mart’s ‘virtual shopping experience,’ which, per The Verge, was actually announced in 2017—yet is somehow indistinguishable from the current buzz around the metaverse

VR Marketing is, at the moment, still in its early stages. It’s a trend that’s well worth watching. But it’s not likely to impact your strategic roadmap in the immediate future. 

Here’s Why You Should Avoid Using Paywalls

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Nearly all of us have encountered that simple phrase at least once. And for most, it’s among the most frustrating things one could read. After finding what we thought was the perfect answer to our question on the search engine results page, we instead encountered a publisher reaching desperately for our wallet. 

While we acknowledge that content monetization in today’s digital landscape is a challenge, especially for journalists, we have never been a fan of paywalls. To us, they commit a cardinal sin of content marketing. They interrupt the browsing experience, impeding and frustrating your user in the process. 

Yet, for some reason, more and more publications seem prone to using them — ironically, we recently encountered a paywall on an article explaining why paywalls don’t work. 

What’s especially baffling is that it’s not as though the low success rate of paywalls is an unknown quantity. Their core business model is fundamentally flawed, based on an overestimation of how valuable a website’s content actually is. And in most cases, the number of readers driven away by this tactic in no way justifies the trickle of revenue it might generate. 

Consider the following: 

There are some websites that can get away with paywalls. The Harvard Business Review, for instance, consistently publishes high-value thought leadership content that cannot be found anywhere else. Yet even HBR doesn’t slam a hard paywall into the face of its audience, opting instead for a metered paywall: 

  • Visitors receive a limited number of articles per month for free. 
  • Registering for a free account slightly increases this number.
  • Paying users can choose between digital, digital and print, or a premium plan that provides access to all regular content along with access to exclusive case studies. 

Most websites are not HBR. They do not have the recognized authority, viewership, or expertise to support a business model like this. Rather than considering a subscription, their audience is far likelier to see what competing sites have to offer. 

In short, for most publications, paywalls are akin to self-sabotage. There are other options for content monetization, such as premium content and affiliate marketing. And if, after reading all of this, you still think a paywall might be your best bet? 

At least apply it even-handedly, rather than locking off your entire website. 

B2B SEO vs. B2C SEO

You already know there is a multitude of differences when comparing business-to-business sales to business-to-consumer sales. You’ve likely also surmised that these differences extend to search engine optimization. And you’d be correct in that.

Because B2B and B2C users have such wildly different needs, the content you create and the keywords you use must also differ. 

Let’s discuss how. 

User Intent

The core difference between B2B and B2C SEO comes down to your audience and their journey from prospect to a qualified lead. 

B2C

If you primarily serve a consumer audience, the journey is relatively straightforward. The user might be interested in buying something from your brand, either now or in the future. Alternatively, they might have found your site while researching a problem, and through your content, could become a future customer. 

B2B

For a business audience, things get a little more complex. B2B users want to know how your brand can address their specific needs or help them overcome a particular roadblock. They are working on establishing a shortlist of vendors that can help them fulfill that need, or they’ve already created that shortlist—and your business made the cut. 

Content Type

Different types of content also tend to perform better with a B2B audience than with a B2C audience, and vice-versa. 

B2B

Content targeting a business audience typically performs best when it’s informative and educational. These users aren’t interested in being entertained, nor are they likely to respond if you appeal to their emotions. They want you to demonstrate that you are a thought leader in their field—that you understand not just their industry, but the specific problems facing their business. 

Blog posts are essential for B2B users, but you’d also do well to include ebooks, case studies, and white papers in your content library. 

B2C

As you’d expect, a consumer audience is a bit simpler to market to. While informational content can still perform well, you also have a great deal more freedom in terms of topic ideation. In addition to educating, your content can also entertain and engage. 

Appeals to emotion also work far better in customer-focused content, though you’ll want to ensure you always focus on the customer’s needs, goals, and values.

Keywords

Given that B2C content differs from B2B content, it follows that the core keywords, too, are different. 

B2B

Generally, B2B content tends to serve a far more specific niche than B2C content. Because of this, B2B keywords tend to be lower-volume but higher-value. In some cases, there may be hardly any search data at all—you’ll therefore need to rely significantly more on audience research. 

B2C

B2C keywords usually have relatively high traffic compared to B2B. Additionally,  low-volume keywords are significantly less valuable to a B2C site. Those keywords also tend to be more competitive due to the fact that they’re less focused. 

Closing Thoughts

This isn’t a complete overview of B2B vs. B2C SEO. It’s simply a primer to give you a general idea of how the two differ from one another. We touched on what we feel are the most important, most relevant beats—that should be enough to get you started on your own. 

How Would Search Engine Optimization Change if Google’s Algorithm Were Public?

As Google continues to battle lawsuits, there’s talk that it may be forced to reveal its algorithm. Could this actually happen? And what would change if it did?

Google May Be Forced to Reveal its Search Algorithm to an SEO, the headline on Search Engine Journal announces. 

For those not in the loop, back in 2012, a company called Foundem filed a suit against the search engine giant. A price comparison search engine, Foundem alleges that it was the victim of anti-competitive practices by Google in 2006. Specifically, it claims that Google intentionally manipulated its search engine results page (SERP) to bury the site. 

The accusation, notes SFGate, was tied to several algorithm changes that penalized sites with large quantities of duplicate content and changed how Google handled URL canonization—known respectively as Gilligan, Jagger, and Big Daddy, per Moz. At first glance, the whole suit may seem cut-and-dry. 

Foundem simply doesn’t want to acknowledge that its business model became irrelevant, which was ultimately the real reason it foundered, claims the International Center for Law & Economics.

The courts clearly disagreed, and the fact that Foundem continued to perform well in other search engines was admittedly suspicious. So it was that the two companies found themselves embroiled in a years-long legal dispute. And here’s where it gets interesting.

Let’s circle back to the Search Engine Journal piece we cited at the beginning. As part of the court proceedings, Google revealed documents detailing its algorithm to the court—confidentially, of course.  In April 2020, Foundem reportedly demanded that the company bring in SEO expert Philipp Kloeckner to interpret them.  

Google’s response, understandably, was that doing so would compromise the integrity of the entire search engine. Foundem responded that it could simply withdraw the documents afterward—seemingly forgetting the extreme competitive advantage Kloeckner would gain as a result of the process. It couldn’t withdraw them either, however—the documents were key to its defense.

And so it was that Google faced an ultimatum. If Google neither withdraws the documents nor consents to provide them to Kloeckner, the judge will simply give them to Kloeckner himself. And that could ultimately lead to the documents being released to the general public. 

We expect one of two things would happen as a result of this.

If we were to be optimistic, this could completely change the face of the web. Armed with a complete understanding of content quality and ranking signals, SEOs and marketers could create better, more relevant content than ever before. It would be a golden age for search.

If we’re being realistic? We’d probably regress to the early days of SEO—a chaotic mess where the SERP is poisoned by black hats and spammers. Not exactly ideal, in other words. 

Either way, we don’t think it’s likely that Google will reveal its algorithm. Far likelier that it will choose to withdraw the documents and eat the fine. That small dent in its revenue would be far smaller than the damage it would incur from its algorithm being made public.

Protecting Against SEO Poisoning

In recent months, a tactic from the earliest days of SEO has re-emerged. Here’s how you can deal with it, as both a website owner and an Internet user.

As the old saying goes, if it ain’t broke, don’t try to fix it. 

Unfortunately, that applies to the tactics used by cybercriminals just as much as it applies to legitimate businesses. It’s why distributed denial of service (DDOS) attacks have been around for decades. And it’s why ransomware has changed so little over the years.

Sure, we’re seeing more sophisticated distribution tactics, but ultimately modern ransomware works nearly the same as ransomware from a decade ago.

With that in mind, it appears another blast from the past has started to re-emerge. At least a few of you probably remember the early days of search engine optimization (SEO). Back when search engines were akin to a virtual wild west, black hat tactics were the best way to rank. 

What Is SEO Poisoning? 

You likely also recall how many malicious websites rose to the top of the search engine results page (SERP), abusing SEO to serve poisoned results to users, hence the term SEO poisoning. It didn’t take long for Google and other search engines to release algorithm updates that shut down most of the shadier tactics. But just like life, criminals always find a way. 

Today, SEO poisoning takes a different form.

First, criminals create a website and take great pains to make it look as legitimate as possible. From there, they begin ‘trend chasing,’ leveraging their understanding of SEO in an effort to gain a prominent position on the SERP. There’s no limit to the number of keywords a single malicious domain may target in this manner.

Security firm Websense Security Labs estimates that these malicious websites represent as much as a quarter of the first page of search results for trending topics.

Generally, the objective is fraud or identity theft. Hackers will use the poisoned sites to steal the personal details of unsuspecting users. They might also inject ransomware onto a victim’s system, add another node to a botnet, or — if they’re lucky enough to infect a PC belonging to a webmaster — hijack another website to add to their malicious network. 

How Do I Protect Myself From SEO Poisoning? 

As with many types of cyberattacks, a little mindfulness goes a long way.

  • Be incredibly wary of opening a website you’ve never heard of before, particularly if you’re searching for a trending topic.
  • We also strongly recommend installing an up-to-date antivirus.
  • Use a password manager for both your personal accounts and your business accounts.
  • Keep all your software and systems up to date. 
  • It may be worthwhile to use a VPN or invest in a router that has built-in encryption. 
  • Consider installing an ad blocker and blocking scripts, as ad networks and malicious scripts are two prevalent delivery mechanisms.

If you own or operate a website, the same rules apply — remain vigilant, and put in the necessary work to keep your personal files and your professional data safe. 

Measuring the Return on Your Search Engine Optimization Efforts

Search engine optimization is a must for any business with a web presence. But how do you determine whether or not your efforts are bearing fruit?

As with any business initiative,  it’s crucial that you understand how to quantify the success of your search engine optimization efforts. Not only do you need to show leadership that your budget is generating tangible results, but you also need to calculate SEO’s return on investment for your own purposes. Consistent measurement of ROI can also help you identify weaknesses and shortcomings, and help you determine where your time (and money) should be directed. 

But how exactly do you measure the ROI of SEO? 

Nebulous Returns

From an ROI perspective, the issues with SEO are similar to those with marketing. Namely, while there are certain fixed costs and returns, as a whole, the core goals of SEO are difficult to express in concrete numbers. Concepts like brand awareness and organic visibility are inherently abstract.

With that said, it is possible to at least approximate them. 

SEO Metrics That Measure ROI

The first step in determining ROI is to figure out how much you’re spending on SEO. If you’ve hired a third-party agency, this is relatively easy to calculate. Just look at whatever you’re paying them. 

If you’re managing SEO internally, things get a bit more complicated, and you’ll need to look at a few different factors. 

  • How much time your staff is spending on SEO. This includes developers, designers, marketing specialists, etc. 
  • How much per hour each staff member is paid, on average. 
  • Subscription costs for any tools or platforms you’re using to inform your SEO efforts. 

With those numbers in mind, measure the following key performance indicators (KPIs) from the beginning of your SEO campaign to its end: 

  • Organic traffic. Self-explanatory. Traffic generated from the search engine results page (SERP).
  • Bounce rate. The number of people who visit your site and leave without performing any actions. Can be paired with time on site to identify potential bottlenecks. 
  • Organic impressions. How many people have seen your site on the SERPs. 
  • Organic click-through rate. The number of users who clicked your site on the SERP, measured against total impressions. 
  • Pages per session. How many pages a user views, on average. 
  • Conversions. Here’s where things get a bit complicated, as there are multiple ways you might define conversions. 
    • Sales. 
    • New subscribers. 
    • Sign-ups for mailing lists/asset downloads. 
    • Downloads. 
    • Social shares. 
    • Phone calls. 
    • Demo/proof of concept requests. 

One way to monitor the above is through conversion tracking. Google allows you to define certain actions as conversions, while also assigning a dollar value to each. Although this is typically intended for Google Ads, it can easily be applied to your site. 

Expressing the ROI of SEO

So, in light of the above, you can express the value of your SEO efforts in a few different ways: 

  • Percent increase/decrease. Applies to bounce rate, organic traffic, impressions, clickthrough, etc. 
  • Spend vs. Revenue. Specifically applies to conversions that involve monetary transactions. 
  • Volume. How much more traffic/how many more phone calls you’re receiving now versus when you started. 

What We Can Learn from Epic’s Attempt to Insert Doctor Martin Luther King, Jr. in Fortnite

To say that Fortnite’s recent March Through Time was a mess would be putting it lightly. It’s a framework for how to fail at corporate social responsibility.

When developer and publisher Epic Games partnered with TIME Magazine and made the announcement, we thought at first that someone was having a laugh. Certainly, Fortnite is currently one of the most popular arena shooter video games on the market. And it’s true that the younger demographic is disproportionately represented in the title’s player-base. 

But Fortnite is also a game where colorful characters shoot at one another with absurd weapons whilst frantically building gravity-defying structures, competing to be the last one standing. It’s even hosted some virtual events in the past, like concerts.  If your first thought is that this doesn’t sound like the sort of platform one would use for the discussion of serious, sobering topics, that’s because it isn’t. 

The reality is that it is a successful Battle Royale game, nothing more.  

Yet reality didn’t stop Epic Games from proudly announcing at the end of last month that it was bringing the Doctor Martin Luther King Memorial to Fortnite. Community reactions ranged from confused to amused to profoundly dumbstruck. But the one thing everyone appeared to agree on was that this was a bad idea.

And it would, like any other shallow attempt by a business to appear socially responsible, backfire spectacularly. 

“You can’t sell licensed skins for your social Battle Royale Party one minute, then expect it to be a serious place to learn about history the next,” said games journalist Chris Franklin, posting to Twitter shortly after the announcement. “You can’t just place a somber reflection on race and history in America in the middle of your party time Battle Royale any more than you can comfortably hold a wake in a Chuck E. Cheese.” 

To make matters worse, the initial launch of the event was quite poorly managed. Initially, as reported by The Gamer, the developer forgot to remove emotes on the map. Anyone who joined was faced with athletes, superheroes, supervillains, and more dancing and spamming emojis during MLK’s iconic speech

Although Epic disabled all other emotes for the event, the “Whiplash” emote was left untouched. Some fans speculated that this was due to a pre-existing agreement with DC Comics, but per CBR, this claim has yet to be verified.  The company further tried to drum up interest in the event by promising a free “DC ’63” spray that players could use as part of the regular game. 

Unsurprisingly, both the Martin Luther King Jr. Center and King’s daughter Bernice King disavowed the event, saying they had no direct involvement in the collaboration. 

Through its collaboration with TIME Magazine, Epic Games doubtless wanted to present itself as socially conscious — to demonstrate that it understands the nuances of race relations. Instead, it came off as cynical, tone-deaf, and disrespectful. 

On the plus side, we can use Epic’s failure to compile a list of how not to run a corporate social responsibility initiative: 

  • Understand the limitations of your platform. Don’t try to shoehorn in social commentary where it has no place being. There’s a time and place for certain conversations.  
  • Know your brand. Epic Games hasn’t exactly had an excellent reputation for the past several years. From trying to present itself as the counter-cultural underdog in its legal battle against Apple to its shady practices with its digital storefront, the brand is not trusted by most of its core audience. 
  • Get buy-in from the right people.  If no one on your marketing team has a personal stake in a particular cause, then find someone who does. Bring in a paid consultant who can help ensure you get things right. 
  • Plan for everything, then plan some more. Especially when dealing with highly-sensitive issues, you cannot afford to put in a middling effort. You must go above and beyond to make sure everything goes off without a hitch. Because if you don’t, it will blow up in your face. 

Not all marketing ideas are winners. Ultimately, March Through Time is one event that, in our opinion, should have been left on the cutting room floor.