Hope you had a great summer and that you recharged your batteries 🔋 because we're ready for the fall's packed schedule! And everything that comes with it – namely pastries, new routines and goals (and deadlines), hot chocolates... and cinnamon rolls.
To help you prepare for this super important period, we’re sharing our best tips and expert advice on tackling 3 major projects:
Aligning your Sales and Marketing teams in B2B,
Divesting from third-party cookies,
Managing SEO during a website migration.
And if this isn't for you because you’re still in summer mode? Well, here’s your menu:
New month, new season, new structure! And so you want to align your Sales and Marketing teams. While that’s an excellent idea, it is by no means an easy feat.
We’ve interviewed 3️⃣ experts from the SaaS industry that have aligned their teams and here are their 4️⃣ most important tips:
Communicate continuously and effectively. Use daily syncs and shared goals to help your teams stay aligned and improve lead quality – even when (and if) challenges arise.
Incentivise cross-department collaboration will help you address challenges like a limited marketing budget, improve alignment between both teams and boost overall effectiveness in achieving shared goals.
Instead, Google plans on offering users a choice between cookies and Privacy Sandbox. This announcement keeps third-party cookies in Chrome unchanged for now, but we believe they won’t be a long-term solution.
While the current advice for advertisers still applies, if you’re planning to tackle this big project early this year, now’s the time to get started. Here are the main areas we recommend you focus on:
Implement modern measurement tools so you can stop relying on third-party cookies!
Maximise consented, first-party data by building trust and optimising consent flows
Use models to your advantage (they can fill the gaps left by privacy measures)
Adapt audience strategies (audiences are about to become less granular)
Creative is key (now more than ever)
Look beyond the Google ecosystem (there's life outside it, we promise!).
As ad tech changes, so must best practices. Read more about how to prepare for the new environment here.
📦 Managing SEO during a website migration
Another classic, back-to-school project: a website migration – new Q, new website and all that.
Website migrations usually fall into 4 categories: moving to a new framework or CMS without changing URLs; altering website architecture; changing domains; or merging websites.
These projects often overlap, and as more changes are involved, the migration becomes increasingly complex and risky – so involve an SEO expert early to ensure all your decisions align with SEO best practices.
While you migrate your website, keep in mind that you need to:
Create a migration strategy (if you fail to plan, you plan to fail)
Back up existing data & benchmarking: having a snapshot of your site can help you avoid data loss and compare versions later.
Analyse your existing URLs: Which pages bring in the most business value from organic search and other channels?
Map out your redirects: Each URL from the old site you plan to keep needs to be paired with its corresponding URL on the new site. This is the most important step!
SEO audit on your staging site: Make sure that the staging environment at least has the same baseline of SEO optimisation. If it doesn’t, you can expect a performance drop even if you successfully move your pages according to best practices.
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