The Portent Blog

allies-featured Featured

20 Nov, 2014

Allies, not rockstars: Influencer research for us mortals

By Ian Lurie

Most marketers equate ‘influencer research’ with ‘finding a celebrity who will endorse for free.’ I call that the Rockstar Method. It’s a miserable approach. Ready-and-waiting rockstar social amplifiers are slightly less common than mint-condition K cars. The Rockstar Method has its place with major brands, pure luck and the well-connected. Mere mortals like you and… Read More

Screen Shot 2014-08-08 at 3.35.42 PM Analytics

9 Sep, 2014

Integrating Google Analytics & HubSpot

By Michael Wiegand

Google brought Universal Analytics (UA) out of beta earlier this year in April. It’s ushered in an exciting new era where integration with Customer Relationship Management (CRM) systems is possible. That kind of integration is the holy grail of web analytics — truly closed-loop reporting, from the time a visitor first hits your website, to when they become… Read More

iStock_000020179305Medium PPC

5 Sep, 2014

Getting Started with Mobile Bid Modifiers

By Ryan Moothart

Problem Ever since Google AdWords introduced enhanced campaigns, targeting mobile traffic effectively using mobile bid modifiers has been an important strategy for all PPC managers.  Some of you may have mobile bid modifiers set in your campaigns already, but aren’t seeing very good results from mobile traffic.  Others may have your mobile bid modifiers set… Read More

Farewell Authorship

4 Sep, 2014

Team Portent Bids Farewell to Authorship

By George Freitag

One spring day of 2011, Google announced a new thing called “Authorship.” They described it as a way of using data to “help people find content from great authors in our search results.” With little exception, the SEO community rejoiced. Finally, we, the content creators and bloggers of the world, were on top. By adding… Read More

Mobile Social Icons Account Management

3 Sep, 2014

Mobilize Your Brand, It Pays Off

By Andrea Sames

A brand is a pulse of a company and customers interact with it every day across print, media, online and social platforms. The ever growing mobile industry is changing the way customers interact with and purchase their favorite brand’s products. In this post I will provide three important suggestions to build your online brand. Let’s… Read More

personalization SEO

28 Aug, 2014

Guide to Personalized Search Results

By Ken Colborn

If you grew up watching Sesame Street like me, you might have heard this song: One of these things is not like the others,One of these things just doesn’t belong,Can you tell which thing is not like the othersBy the time I finish my song? The search results that you see within your browser are… Read More

social media_apps Social Media

21 Aug, 2014

Social Media Apps That You Don’t Need (or Want), But Should Try Anyway

By Braxton Kellogg

Sometimes when you’re a social media strategist (or, really, just a human with a smart phone or tablet), you get stuck in a routine that involves the same few social media mobile applications. Whether I’m on the bus or about to go to sleep, I find myself checking my three favorite apps: Facebook (I know,… Read More

creative-process2 Design & Development

19 Aug, 2014

Creative Process: Where Does All the Time Go?

By Jess Walker

In college, when we asked our teachers how to assign a price to our art, they would tell us to charge whatever it was worth to us. This answer was thoroughly infuriating because we wanted a ‘correct’ number. What’s the equation? Is each square inch of canvas (or wood, or paper) worth a certain amount?… Read More

Conflicting One Way Signs PPC

17 Aug, 2014

Unexpected Loss of Control: Google AdWords Exact Match Controversy

By Elizabeth Marsten

Google AdWords’ recent announcement on the retirement of exact match in favor of the “close variant” default setting not only came as a bit of surprise to me, but definitely garnered the expected outrage from the PPC community, including petitions, Tweets and blog posts like this one. (Strangely enough, we seem to have avoided the… Read More

coverimage20copy Copywriting

15 Aug, 2014

20 Copywriting Disasters: Webinar Slides, Video

By Ian Lurie

Last week I talked about the 20 biggest copywriting disasters I’ve suffered, and how to avoid them. Well, I never actually experienced some of the disasters I talked about — they were so over the top I don’t see how they even happened — but most of them come from painful, personal experience. Here are… Read More

meeganblog Copywriting

14 Aug, 2014

Blog Strategy: Think Inside the TV

By Meegan Kauffman

I have a confession: I love TV. When I was a dirty-kneed seven-year-old sitting on our brown carpet, I watched the A-Team and MacGyver and Quantum Leap. I loved the consistency of these shows, how I already had an idea what the premise was going into it, and I loved to be surprised by the… Read More

K3nblog Project Management

12 Aug, 2014

If Portent Were a Band: It’s All About the Hair

By Ken Loeu

Here at Portent, we work together to do our best to wow the crowd with our many talented individuals and skills. Have you ever listened to a song that’s just one long guitar solo? I have, and while it’s an impressive show of expertise and skill, more often than not there’s a lot left to… Read More

iStock_000024620131Medium PPC

7 Aug, 2014

Top Seven Targeting Tactics for the Google Display Network 

By Laura Oden

What is the Google Display Network you might ask? The Google Display Network (GDN) is a collection of websites that partner with Google to display ads on their web pages.  Advertisers can use this channel to find relevant webpages for their message to appear on and increase their marketing reach. Building campaigns on the GDN… Read More

Search Button On Keyboard SEO

5 Aug, 2014

How to Go Incognito for International Search Queries – and Why

By Kaitlin McMichael

The first thing to do when you’re starting out your quest to be the master of international search is to go incognito. You can’t just search on Google.com for your product/service and expect to see the same thing that everyone else in the world will. Google personalizes search results according to your location, your search… Read More

20140728_172946 PPC

31 Jul, 2014

Creating Personas for PPC

By Elizabeth Marsten

“Persona” is not a PPC word, but it’s certainly been seeing a lot more attention as we shift more and more away from keywords to audiences, intent, behaviors and (not provided). Some marketers keep their personas in their heads, some write them on Post-Its and some have fully written profiles with pictures and graphs. I… Read More

dangingonwire Random

28 Jul, 2014

Net Neutrality: It’s more than streaming video

By Ian Lurie

This is a broader, hand-waving bit about Net Neutrality. If you want to see how it might affect small businesses, and what you can do to mitigate the problem, read Josh Patrice’s post. The debate about Net Neutrality isn’t as clear-cut as some would have you think. Here’s how Tim Wu defined it back in… Read More