Daily Minute Master Series – November 30, 2022

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News & Updates

LinkedIn Company Page Best Practices for 2023 [Infographic]

Looking to up your LinkedIn game for 2023? This will help – LinkedIn expert Richard van der Blom recently published his fourth annual LinkedIn algorithm report, which looks at how to maximize your LinkedIn performance, based on analysis of over 10,000 LinkedIn posts.

For the full article click here 

Should You Pause Your Twitter Ad Campaigns? A Look at the Most Recent Concerns at the App 

Should you pause your Twitter ad campaigns? Various reports have suggested that many brands are re-thinking their Twitter marketing approach, in light of Elon Musk’s takeover at the app, which has thus far seen him cut staff, and promote a new focus on free speech.

For the full article click here 

Pinterest Ends its Creator Rewards Program for Idea Pins

Pinterest has announced that it’s ending its Creator Rewards program, with the incentive offering set to shutter later this week.

For the full article click here 

Twitter’s Rules Around Speech are Focused on Avoiding Harm, Not Maintaining Control

An inevitable element of the Elon Musk takeover at Twitter is political division, with Elon essentially using left and right-wing antagonism to stoke debate, and boost engagement in the app.

For the full article click here

Google Launches Legal Proceedings Against Scammers Seeking to Sell Google Business Profiles

After a recent win in a court case against a Russian-originated bot network, Google has announced a new legal proceeding against a group of scammers that have been seeking to manipulate business owners by calling them up and trying to charge them to access Google My Business.

For the full article click here

Is Fresh Content A Google Ranking Factor?

What does “content freshness” mean for Google? Let’s take a look at the evidence and see whether fresh content helps your SEO.

For the full article click here

Daily Minute Master Series – November 29, 2022

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News & Updates

Elon Says He’ll Make His Own Phone If Apple and Google Deplatform Twitter

Twitter’s new ruler Elon Musk makes so many pronouncements on the platform, it’s hard to keep track. This week alone, Musk polled Twitter users over whether he should provide “general amnesty” to suspended accounts and got into a public fight over whether the disgraced founder of FTX, Sam Bankman-Fried, owns a part of Twitter. On Friday, Musk was at it again, telling people that he may make an alternative phone to face off against Apple and Google.

For the full article click here 

How To Improve SEO: Strategies To Try First 

How do you know where to focus your time and effort to significantly impact SEO KPIs and show progress? Here are a few tips and strategies to prioritize first.

For the full article click here 

Is Domain Name A Google Ranking Factor?

Having an exact match domain used to be a big deal. But does domain name play a part in search rankings today?

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Elon Musk Outlines Roadmap for ‘Twitter 2.0’ in New Slide Deck

Elon Musk has provided some more insight into his evolving plan for Twitter, which will now also see the company embark on a hiring push, after firing 65% of its workforce, in order to get in more development and engineering talent to help realize Musk’s grand vision.

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Elon Musk Outlines New, Alternate Color Checkmarks to Clarify Verification

Elon Musk has revealed more details of the coming revamp of Twitter’s $8 verification program, which was initially launched three weeks back, but then pulled from live production due to a raft of impersonations which caused significant confusion in the app.

For the full article click here

Does Posting Memes on Social Help to Increase Traffic to Your Website? [Study]

Does posting memes help to increase traffic to your website? This is a key question, which really relates to all kinds of engaging social media posts – because while these types of trending updates very clearly garner Likes and comments, do they actually benefit the stats that really matter to your business?

For the full article click here

Daily Minute Master Series – November 28, 2022

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Top 10 Essential Website Optimization Strategies

If properly managed, these ten website optimization factors will guarantee your success in 2022 and beyond.

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A Comprehensive Guide To Marketing Attribution Models 

Learn more about marketing attribution models that help marketers understand which touchpoint in a buyer’s journey is responsible for conversion.

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Inspiring Content Personalization Examples For B2B

Harness the power of content personalization to make customers more likely to purchase. Learn new ideas for personalizing B2B content here.

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How to Develop a Marketing Budget for Your Small Business

Should you invest in marketing? The short answer is yes. Here’s why, plus a step-by-step guide to building an apt marketing budget that bolsters growth.

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Does Influencer Marketing Really Pay Off?

Influencer marketing is a huge industry, with companies around the world spending billions of dollars on these partnerships. But do these investments actually pay off?

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How to Increase Your Sales by Analyzing Your Marketing Funnel

Understand how your marketing funnel works so you can make changes that will lead to more sales and improved results.

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Daily Minute Master Series – November 24, 2022

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News & Updates

Meta Showcases New AI System That Can Use Strategic Reasoning to Solve Problems

In amongst the various visual AI generator tools, which can create entirely new artworks based on simple text prompts, and advancing text AI generators, that can write credible (sometimes) articles based on a range of web-sourced inputs, there are some concerning trends that we’re seeing, both from a legal and ethical standpoint, which our current laws and structures are simply not built to deal with.

For the full article click here 

Musk’s Plans Around Verification, Moderation, and Payments on Twitter are Slowly Becoming Clear 

As we head into Thanksgiving, the various controversies and developments around Twitter continue to evolve, with new boss Elon Musk still throwing around ideas and making sweeping changes at the app.

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Political Content is on the Decline on Facebook, According to the Latest ‘Widely Viewed Content Report’

Meta has released its latest Widely Viewed Content Report for Facebook, covering Q3 2022, which, for the first time, isn’t riddled with data gaps due to some of the most popular posts in the app later being removed by Meta for violating its platform rules.

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Pinterest Adds Support for More Languages in the App

Pinterest has announced the next step in its international expansion, with the platform adding support for Afrikaans, Croatian and Bulgarian language Pins, broadening global accessibility in the app.

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7 Ways To Improve Local SEO & Attract New Business

Find out the key ways to improve visibility for your business through local SEO. Win new customers and improve your brand in the local SERPs with these seven tips.

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YouTube Brings Photo Editing & Quizzes To Community Posts

YouTube is adding photo editing features and quizzes to the set of tools available to creators when crafting community posts.

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Daily Minute Master Series – November 23, 2022

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News & Updates

Google Shares the Top 100 Most Searched Products of 2022

Not sure what to get for your friends and family this Christmas? This might help – today, Google has published its annual listing of the top 100 gift ideas, based on trending searches from 2022.

For the full article click here 

Meta Adds New Tools and Settings to Protect Young Users from Online Predators 

As we head into the holiday season, where teens will be spending more time online and engaging with friends, Meta has announced a new set of updates to better protect younger users from potential exposure to predators, and other harmful behaviors in the app.

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Will Twitter Crash? A Look at Current Issues at the App as a Result of Reduced Oversight

Right now, Twitter is operating with 36% of the staff it had been before Elon Musk took over at the app – maybe even less given Musk’s latest firings in its sales department. Twitter has reportedly gone from 7,500 staff in September to around 2,700 now, and many former staffers have warned that the app could crash, potentially forever, as a result of increased strain.

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Snap Highlights the Rising Potential of AR for Marketing in New Report

With AR set to become a much bigger focus over the next few years, it’s important for all brands to consider the potential for their marketing and promotional efforts, with 3D digital initiatives set to change the game, in many ways, as usage behaviors evolve.

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YouTube Looks to Promote Shorts via World Cup Activations

YouTube’s looking to use the FIFA World Cup as another avenue to promote YouTube Shorts via a range of themed activations and challenges for the event.

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State Of SEO: Agency Report

If you’re an agency SEO professional, it’s time to start strategizing for 2023. Whether you’re an executive, director, or even an SEO looking to get into agency work, industry data can help you set strategy and direction.

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Daily Minute Master Series – November 22, 2022

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News & Updates

How Brands Can Turn Up the Heat on Social this Holiday Season

One of social media’s selling points for brands is the ability to quickly ramp up marketing outreach when needed. With mixed reports on just how strong sales will be for this year’s gift-giving season, now might be a good time to explore the slew of new features and tips the major platforms have recently released to help marketers uncover some holiday cheer.

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Elon Musk Reinstates Trump, as Twitter Keeps Running Despite Reduced Staff 

In what may be the ultimate singular example of the Elon Musk experience at the app, over the weekend, Musk reinstated the former President’s Twitter account, despite saying, just three weeks ago, that no decision on account reinstatements would happen until Twitter had formed a ‘content moderation council’ to rule on such moves.

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Twitter on Shaky Ground as More Staff Exit the App, Reducing the Platform to a Skeleton Crew

Twitter could well be on its last legs, or at least, it could be on the brink of significant outages, after Musk called on the app’s remaining staff to commit to ‘extremely hardcore’ working conditions, or leave the company with three months’ pay. Apparently, some 75% of them decided the latter was a better option.

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How To Write Great SEO Titles

There are many capitalization types and SEO tips that you should know when writing titles and subheadings. Check out this guide for more info.

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How To Bypass Big Brands Bidding Up Your Terms

Do you struggle with big brands bidding up terms that you target for paid search ads? Find out what to do to reach your customers.

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Users Lose Confidence That Twitter Will Survive

Mass exodus of employees heightens the sense that Twitter is coming to an end.

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Building Your Amazon Business – Part 3

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Introduction

This is the third in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. In the second post, we discussed Product Page details. This blog post discusses marketing and advertising your business on Amazon.   

Part 3 – Marketing Your Business on Amazon

Advertising on Amazon incorporates a number of items but moves beyond the surface advertising seen from many brands. In addition to sponsored products, deals, coupons and promotions, any successful Amazon advertising campaign built to scale will combine non-traditional ad initiatives with the standard programs. This will include keyword research, SEO, competitor analysis, customer service management, review solicitation, account health oversight and voice of the customer (VoC) responses. Each of these plays a role in the overall marketing of your Amazon business and serves to enhance your presence on the platform and contribute to your ever growing reputation and visibility.  

The Amazon Advertising Basics

Briefly, these are some of the basic marketing and advertising elements you will want to capitalize on: 

  • Sponsored Products – promote your own products which allows you to create listings in specific categories
  • PPC – similar to Google, to bid on specific keywords that customers search for when looking for similar products
  • Vine Programs – Amazon driven reviews from Amazon ‘authenticated’ influencers 
  • Lightning Deals – allow you to run short term deep discount deals
  • Promotions & Coupons – provide discounts on certain products or variation in order to move inventory

ACOS and ROAS

It’s great to run ad campaigns but you need to pay close attention to the data they generate. In your Amazon dashboard, under the Campaign Manager, you will find all of the analytics  for your ACOS (Advertising Cost of Sales) and ROAS (Return on Ad Spend) results. Amazon defines ACOS as “The percentage of your sales that you spend on advertising” and ROAS as “The revenue (return) you receive from your advertising investment”. 

Ideally, you want a higher ROAS and a lower ACOS. Fortunately, ad spends are in real time so you can easily adjust underperforming programs and allocate funds to revenue generating campaigns. However, keep in mind that all lower performing ROAS campaigns are not all negative as they may also be generating page views which can enhance brand awareness for future purchasing decisions. Ideally, you want to monitor ACOS and ROAS at least once a week in order to ensure campaigns are performing optimally.

Advertising Content

In addition to the different campaign options available on Amazon, there are other features you can add to your product pages that will add to your advertising efforts. Many of the items we discussed in our previous post in this series called “Creating Amazon Product Detail Pages” (put a link the post here) add to the overall customer advertising and marketing experience including Product Title Optimization, Informational Bullets, Product Description and Optimization, A+ Content, Product SEO and Product Imagery and Videography all play a role in your marketing efforts. The benefit of these features is that they don’t have a direct cost associated with them and you have full control over each one.

Reviews and Ratings

Ratings are a crucial part of any growing Amazon business. According to Statista (https://www.statista.com/statistics/623659/amazon-customer-review-usage-usa/), over 90% of all Amazon shoppers trust the reviews they read on Amazon in one form or another. Only 6% don’t trust the review which tells you that generating positive reviews should be a key part of your marketing strategy. This means that customer support, responding to questions, on time shipping and delivering quality products will all serve to drive organic sales results on Amazon.

Takeaways   

Amazon advertising is much more than PPC and sponsored ad campaigns. There are a multitude of indirect marketing initiatives that when combined, come together to deliver synergistic results that can exceed expectations and generate positive results that individual campaigns cannot produce in a siloed approach. 

Capitalizing on each of these opportunities will help your brand see positive results as you move towards optimizing ACOS and ROAS through direct and indirect channels.    

Daily Minute Master Series – November 21, 2022

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News & Updates

Google Adds New Search Tools for the Holidays, Including AR Try-On Tools and Map Overlays

Google’s adding some new Search enhancements for the holidays, in order to help businesses maximize interest in the peak shopping season, and to help people get around and maximize their upcoming travels.

For the full article click here 

WhatsApp Launches New Business Search Functionality, Expands In-Stream Payments 

As social media engagement increasingly shifts to messages, Meta has already flagged its intentions to maximize the business opportunities in messaging, including Click-to-Message ads and other direct connection tools.

For the full article click here 

Meta’s Removing Religious, Political and Sexual Preference Fields from Facebook Profiles

Meta has begun informing Facebook users that it’s removing several profile info fields, in order to streamline the platform and make it ‘easier to navigate’.

For the full article click here 

Google Launches New, Shoppable Music Video, Featuring Ludacris, to Promote Black-Owned Friday

Google’s taking a new approach to its latest Black-owned Friday promotion, with the search giant teaming up with Ludacris to launch a new song, with a music video that featured a range of shoppable products, all sourced from Black-owned businesses.

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Meta Shares Tips for Marketers in New ‘Social Skills’ Video Series

Looking for last-minute tips to push your social strategies over the edge this holiday season? This might help – Meta has released the latest episodes of its ‘Social Skills’ interview series, in which Meta’s Laurise McMillan speaks to high-performing social media marketers to learn about their strategies, approaches and results, to help others learn from their efforts.

For the full article click here

In-House SEO: Key Insights To Inform Your 2023 Strategy

Discover more about the current state of in-house SEO in our State Of SEO breakout report & get insights to inform your 2023 strategy.

For the full article click here

Daily Minute Master Series – November 18, 2022

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News & Updates

New Report Looks at How Teens Use Social Apps, and Their Overall Connective Benefits

Teen users see social platforms as having a largely positive impact on their lives and relationships, despite some negative elements that can have impacts for some people.

For the full article click here 

TikTok Seeks to Address Data Security Concerns, as FBI Calls for Full Ban of the App 

Really, the only thing that could truly halt TikTok’s meteoric rise right now is government regulation, with authorities in several regions continuing to analyze the app’s potential ties to the Chinese Government, and the security of user data in this respect. The US Committee on Foreign Investment (CFIUS) has been investigating TikTok for years, which has seen several senior officials related to the investigation publicly calling for the app to be banned over such concerns.

For the full article click here 

Snapchat Launches New Features to Celebrate the 2022 World Cup

Snapchat’s announced a range of new features to help fans engage with the 2022 World Cup, including team-based AR filters, new AR Try-On features, so that you can see what you’d look like in each team’s kit, and live update overlays to keep you informed of the latest.

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Meta Launches Campaign To Support Small Business Shopping

Meta is announcing new resources to support small businesses throughout the holiday season.

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Evidence of New Twitter Features Leaked By Security Researcher

Security researcher leaks details of end-to-end DM encryption and anti-cyberstalking measures possibly coming to Twitter.

For the full article click here

Elon Musk’s Twitter Takeover: A Timeline Of Events

A timeline of events leading up to, and following, Elon Musk’s takeover of Twitter.

For the full article click here

Building Your Amazon Business – Part 2

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Introduction

This is the second in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. This blog post discusses the creation of high-converting Product Detail Pages.   

Part 2 – Creating Amazon Product Detail Pages

Optimized and comprehensive product detail pages are a key to your success as a seller on Amazon. Let’s take a look at some of the more important elements that will impact the customer experience and remember to always follow Amazon’s best Practice for creating product detail pages.

Product Title

The product title plays an important role in helping Amazon guide consumers to your product page. Essentially, it makes the connection between what users are searching for and what you are selling. For this reason, keyword research will play a big part in coming up with the right title for your product page or pages.

Amazon Marketing Product Title

Ratings or Reviews

The number of ratings or reviews will show up just under your Brand name which falls directly below the title. While the number of ratings is important, it is also crucial to maintain a high level of good reviews and comments. Amazon will tell you that you should have a rating level of at least 3 stars but anything under 4 stars and higher is facing an uphill battle when it comes to growing the brand. Generating these reviews is one of the hardest things a new or even existing brand faces on Amazon. There are ways to do so legitimately such as Vine programs which we’ll discuss in the upcoming post on Amazon marketing but a word of caution, Amazon closely monitors ratings and sellers that try to generate false reviews are quickly suspended from the platform. 

Amazon Marketing Ratings

Product Pricing

Competitive pricing research will be an important aspect of your product presentation. While your product certainly does not have to be the least expensive in your category, you still want to make sure that you don’t price yourself out of the market no matter how good your product is compared to the competition. If you are a major brand, consumers are less focused on the price point and more so on the brand name and reputation. However, if you are one of many unknown or lesser known brands in your vertical, competitive pricing is one way to build your sales and corresponding ratings which will allow you to gradually increase your price point. Combining attractive pricing with free shipping and Prime offers helps to further advance a successful Amazon strategy. 

Prime Offers

In the October, 2022 report from Stastita seen below – ‘Prime and non-Prime members’ perception of Amazon and selected services worldwide in 2022’ (https://www.statista.com/statistics/1274977/prime-vs-non-prime-perception-on-amazon/) –  the chart shows the clear benefits of making your products available through Prime.  

Prime eligible products are fulfilled through Amazon FBA so a review of your logistical capabilities will be necessary in order to determine if you think Prime can benefit your brand. But if you’re looking to make a competitive statement, then Prime is most likely the way to go.

Amazon Marketing Prime Offers

Product Page Images

Amazon will show the first 7 images you load to your product pages (or 6 plus a video link). Investing in high quality photography is extremely important as it gives consumers a clear look at your products. Amazon is also aggressively pushing video content so video is highly recommended as your 7th placeholder in the image area of the product page. Remember, potential customers will look at images and visuals before they read content so if your images are poor or pixelated, you are likely to lose customers before they even begin to learn about your product.

Amazon Marketing Product Page Images

Bullet Points or Features

The bullet points on your product page provide customers with in depth details about your product including features, benefits, advantages and unique selling points. This is where you can help the consumer make an informed buying decision.

Amazon Marketing Bullet Points

The Buy Box

Winning the Buy Box is extremely important as more than 83% of sales are made through the Buy Box. Winning the Buy Box means that customers are adding your product to their cart. In order to be eligible for the Buy Box, there are a number of factors that Amazon takes into account; you must have a professional seller account combined with a strong account health rating, competitive pricing, and good performance metrics.

Amazon Marketing Buy Box

Takeaways

Creating high-converting Product Detail pages requires a lot of attention to a number of different features as highlighters above. A+ content, optimizing existing listings, adding variations to products, uploading images, sponsored products, ‘frequently bought together’ highlights, and a host of other elements will also come into play as you build your product pages. Combine these with strong account performance and you will quickly see results from your pages.

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