Tag Archive for: marketing

Daily Minute Master Series – October 7, 2020

October 7, 2020/by Corey Padveen

Social Media

Twitter Tests New ‘Suggested Follows’ Listings on Android

Honestly, Twitter’s efforts on content discovery are difficult to understand at times. Back in 2015, then Twitter CFO Anthony Noto told investors in an earnings call that the platform had been struggling to grow because it lacked the mass market appeal that other platforms enjoyed. “Simply said, the product remains too difficult to use.” That became a key area of focus for Twitter, and since then, it’s put significant effort into making the app easier to understand for non-users, and for people to more easily be able to find profiles, and then topics, that they can follow in order to get the most out of the platform.

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Facebook Announces New Emotional Health Resource Center

As if a global pandemic wasn’t hard enough in itself, COVID-19 has opened up the floodgates to mental health challenges around the world. With global mental health issues on the rise, medical experts are teaming up with social media platforms to raise awareness and provide helpful resources to those in need.

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Instagram Tests New Processes to Limit Potentially Offensive Comments

October is National Bullying Prevention Month, and in-line with the awareness push, Instagram’s adding some new tools to help reduce cyberbullying within its app, and protect, in particular, its younger, more susceptible, audience cohort. First off, Instagram is launching a new test of a feature that will automatically hide comments which are similar to those that have already been reported. The automatically hidden comments will then be accessible by tapping on a ‘View hidden comments’ prompt.

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Marketing

5 Trends in MarTech for the Decade Ahead

“It’s been a crazy year.” With those words, Scott Brinker, Chief Martec and VP Platform Eco-System at HubSpot, kicked off the virtual MarTech conference today. This year, he said, organizational change finally started to keep pace with technological change. “The folks at Twilio did a study of 2,500 companies, and they found that 97% of them reported that COVID-19 had sped up their digital transformation,” he said. “On average, companies said that it accelerated it by six years.”

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10 Web Design Mistakes That Can Hurt Your SEO

Picture this. You’ve spent a ton of time designing your website. You’ve picked an attractive theme, added stunning images, and crafted compelling copy. You’re sure visitors will love it (and you). The only problem? You aren’t getting any visitors. In fact, your site is nowhere to be seen on Page 1 (or even #2 or #3) of Google. What’s going on?

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What Is a PPC Conversion & How to Determine Its Value

Once upon a time, a conversion in PPC was simple. It meant someone completed an action you wanted – which usually meant a sale. As marketing grew more sophisticated and measurement capabilities evolved though, the term “conversion” got more complex and nuanced.

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Daily Minute Master Series – October 6, 2020

October 6, 2020/by Corey Padveen

Social Media

LinkedIn Reports That It’s Helped 10 Million People Gain New Skills in 2020

The COVID-19 pandemic could be a pivotal event in the evolution of LinkedIn. The global pandemic, which has put millions out of work, and will impact many millions more, in varying ways, has also opened up new opportunities for online training, digital connection, fresh approaches to work, etc. And within that, LinkedIn may be best-placed to both facilitate increased need, and maximize engagement – and as the global economy slowly gets back on track in the wake of the pandemic, LinkedIn stands to see significant increases in usage among job seekers and professionals seeking out their next step.

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Facebook’s Removing its 28-Day Attribution Model for Conversions from Ads

Facebook has announced that it’s removing its 28-day attribution window option for Facebook ads, which will mean that advertisers will no longer be able to track direct actions based on their campaigns over a longer period. Facebook’s a ttribution models enable advertisers to measure specific responses to their campaigns, based on rules set by the advertiser.

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Facebook Provides Tips on Utilizing Video Playlists and Series Collections

Over the past couple of months, Facebook has been sharing a weekly series of insights into its various video tools via interviews with the Facebook staff who are working on them, which has provided some new and valuable perspective into why they’ve added each function and what needs it can serve.

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Marketing

WordPress 5.6 Due December 2020 is Scaled Back

WordPress had intended to include the menu navigation screen in Gutenberg 9.1 and WordPress 5.6. Development fell behind and it was decided to remove it from WordPress 5.6 and focus on the Gutenberg widgets screen functionality instead.

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When Ad Platforms Control the Auction, Return, Data… & Now the Cookie

Platforms such as Google Ads are gaining more control over various aspects of paid search. Let’s take a look at what this means for PPC advertisers.

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A Closer Look at MarTech Role Types and T/I-Shaped Individuals

During Discover MarTech in April, I moderated a Birds of a Feather session about Scott Brinker’s new martech role types. One of the participants brought up an interesting idea of how martech practitioners relate to the four role types – maestro, marketer, modeler, and maker. They wondered how this could relate to the T/I-shape concepts from the Scrum framework of Agile project management.

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Daily Minute Master Series – October 5, 2020

October 5, 2020/by Corey Padveen

Social Media

Twitter Shares New Insights into Key Trends During COVID-19

It’s difficult to contemplate the various ways in which 2020 has changed the way we live, the way we think, and the way we might approach life moving forward. Of course, the most likely, long-term outcome will be much the same – people will eventually go back to doing things the way they always have, and that’ll become the norm once again. Eventually, we’re likely to move on, in the wake of the COVID-19 pandemic, and continue on with regular life. But there will be impacts, and those impacts could be significant, especially among younger, more impressionable people, for whom the virus has changed their perspective on the world and how they want to live in it.

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Facebook Issues Official Response to Claims Made in Netflix Documentary ‘The Social Dilemma’

In a very uncharacteristic move, Facebook has today issued an official rebuke to claims made in the new Netflix documentary ‘The Social Dilemma‘, which aims to provide an overview of the various ways in which social media platforms have become increasingly divisive and dangerous as their usage has increased over time.

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Twitter Reiterates Rules Against Wishing Harm on Others as Anti-Trump Tweets Flood the Platform

US President Donald Trump’s COVID-19 diagnosis is one of the biggest stories in the world right now, and as you might expect given the divisive nature of US politics at present, many of the social media posts about Trump’s situation have not been sympathetic. That’s prompted Twitter to reiterate its rules around wishing harm against others, which it revised back in April to incorporate threats of serious bodily harm or fatal disease against anybody, including the President.

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Marketing

Content Velocity: What It Is, How to Calculate It & Why You Should Care

It’s quality over quantity these days, right? While it is 100% true that you should always be creating the highest quality content for your users and the various search engines, there is also power in knowing where you stand against your competitors. It’s good to know the amount of quality content being created on both sides. Think of it this way, if you are creating very high-quality content on a weekly/monthly basis.

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10 Graphic Design Rules You Should Never Break [Infographic]

Do you create graphics for your website or social media profiles? Want to ensure you’re not making a mess of it? The team from Red Website Design share 10 graphic design rules you should stick to in this infographic.

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Why Journey Mapping is Important for Companies with Multiple Brands

Customer journey mapping is a key part of many marketing strategies, and it holds added value for companies that have multiple brands. “There is keen interest on how a customer moves from one brand to another,” said Pat Maigler, Senior Manager of Marketing Strategy and operations at Williams-Sonoma, in a recent MarTech Live session. “It all starts with data and there is a lot of data to get from a lot of sources.”

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Daily Minute Master Series – October 2, 2020

October 2, 2020/by Corey Padveen

Social Media

Pinterest Provides Cultural Context on Halloween Costumes, Shares Data on Halloween Search Trends

With searches for Halloween ideas ramping up on Pinterest, the platform has added some new informational prompts within Halloween-related searches which highlight the cultural significance of certain costumes, in order to help users avoid misusing common themes and ideas.

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Facebook Further Clarifies Rules Around False Claims in Ads in Relation to Election Fraud

With US President Donald Trump still refusing to confirm that he will facilitate a peaceful transition of power, in the event of him losing the upcoming election, Facebook has this week updated its rules around false claims in political ads relating to both election fraud and election results.

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Pinterest Announces Pinterest Creators Festival to Provide Insights into Building Your Pin Presence

Pinterest has announced a new ‘Pinterest Creators Festival’ event, which will feature a range of expert speakers who will provide advice and tips on how to build an effective Pin presence.

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Marketing

3 Advanced SaaS SEO Strategies & Best Practices

The number of SaaS companies grew from 150 in 2011 to 8,000 in 2020 – a 5,000% growth, according to Scott Brinker’s annual Martech 5000 analysis. It’s getting crowded and competitive. As a result, basic SEO tactics don’t cut it.

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The Growing Importance of Content Analytics

Content is the main currency for marketers, no matter what their industry, but the overabundance of content available to consumers has left many marketers with the question: How do I analyze the performance of my content? The question is valid and pressing whether we’re talking about content aimed at producing an outcome like a conversion or form completion, or content which is part of customer service interaction, and whether the content is written or visual.

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Google ‘News Showcase’ Coming Soon to Search Results

Google is shining a spotlight on journalism in ‘News Showcase,’ an all-new experience coming soon to search results. News Showcase is an interactive set of story panels that will initially be rolled out to Google News on Android.

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Daily Minute Master Series – October 1, 2020

October 1, 2020/by Corey Padveen

Social Media

Facebook & Instagram Enable Cross-App Messaging

Facebook is bringing the best of Messenger to Instagram DMs, which will allow users on both platforms to seamlessly connect with each other. In addition to cross-platform messaging, a total of 10 new features are coming to Instagram DMs. Users can choose to update immediately or delay the update to a later time.

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Why You Need a Holiday Social Media Advertising Strategy Right Now

The holidays are… sort of upon us? The holidays seem to come earlier and earlier every year. No more than 12 hours past Halloween, we’re flooded with December holiday themes, nearly bypassing Thanksgiving entirely. The days get shorter, service providers get busier, and every company with a retail item has something they want you to buy. It’s tempting to wait until closer to November to kick off a holiday advertising strategy because we’re still trying to finish our fall strategy, or just purely out of principle.

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TikTok Adds More Duet Formats to Facilitate New Collaboration Opportunities

TikTok has announced the launch of three new Duet options which provide new layouts to apply to your Duet clips, and add new creative options to the function. Duets enable TikTok users to respond to another users’ clip, and interact with the original video, adding a new spin on the original creators’ upload.

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Marketing

Google Makes Shopping Ads Free Worldwide

Google is making shopping ads free in more countries following the rollout of free shopping ads in the US earlier this year. Retailers will soon be able to run free listings in the Shopping tab across Europe, Asia, and Latin America. The change is scheduled to take effect by mid-October. Google Shopping listings are free in the United States as of this past April.

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Marketers Hopeful for Late 2021 In-Person Conferences

Marketers’ already low expectations that they could safely attend in-person events this year have bottomed out, according to our latest Events Participation Index, which isn’t surprising as the planet passed a grim milestone of 1 million deaths tied to COVID-19 this week. But despite concerns over second and, in some cases, third waves of the virus beginning to show, many of the 350 professionals we surveyed are hopeful that they can travel and attend conferences, trade shows or more in the second half of 2021. As expected, sentiment about attending events in 2020 hit two out of 10, a new low since we started asking the question in May. Optimism ticked up to four out of 10 when asked how likely they would attend in-person events in the first half of 2021.

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Google Says Changing Web Layout Can Affect Rankings

Someone asked John Mueller on a Google Office Hours hangout if just changing a web design layout can affect rankings. Mueller answered right away and without any ambiguity. He said yes, it could affect rankings. What might make that answer surprising to some is that the content and URL structure remained the same. But a web design layout comes with considerations that can impact on-page ranking factors. Mueller’s explanation of why changing the web design layout could impact search rankings makes sense and is something to consider before making any changes to how a website looks.

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Daily Minute Master Series – September 30, 2020

September 30, 2020/by Corey Padveen

Social Media

Pinterest Adds New Ad Slots, More Insights for Marketers, Ahead of the Holiday Shopping Push

With the holiday shopping season about to hit, all the major social platforms will be rolling out new tools and features to help businesses maximize their seasonal promotions, and ideally, re-coup what they can after a massively interrupted year. This week, Pinterest has outlined its latest tools to help businesses tap into the rising number of online shoppers, many of whom are now using Pinterest as a kind of virtual shopping mall for unique, artisan products. First off, Pinterest is adding more ad slots to help businesses reach people when they’re searching for products to buy.

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Facebook Launches Accounts Center to Better Connect its Cross-Data and Payment Systems

As it looks to make a bigger shift into eCommerce, Facebook is also working to streamline its payments processes, in order to make it as easy as possible for users on both Facebook and Instagram to quickly make purchases based on posts and ads in each app. That appears to be the main motivation behind Facebook’s new Account Center option, which will enable users to connect and authenticate their Facebook, Instagram and Messenger accounts from a central home, which will then save them having to re-open each app when using it as a log-on or payment option.

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LinkedIn Adds New Warnings on Potentially Inappropriate Messages, Updates Guidelines on Behavior

LinkedIn has added some new measures designed to better protect users from inappropriate comments and content, while it’s also updated its Professional Community Policies to better reflect member expectations of professionalism and respect in communications across the platform. First off, on individual content warnings and actions – from this week, LinkedIn members who have had their content removed due to a rule violation will now get a new notification on their posts informing them of such, while those who report an update will also get more info on what happens next in the process.

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Marketing

Google Launches Mini-Site of Holiday Marketing Resources

Google’s new small business holiday hub is full of resources marketers can use to prepare for the busiest shopping season of the year. The mini-site contains personalized recommendations to assist businesses with reaching shoppers across Google Search, Google Shopping, and Google Maps. Reaching customers online is especially crucial this year, as Google points to a study showing 71% of US adults plan to do more than half of their shopping digitally. Those shoppers say they’re open to buying from new retailers, especially local small businesses.

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Planning a B2B Media Strategy in a Recession: Key Considerations

We’re in the midst of what’s set to be the deepest global recession since World War II. Unlike past recessions, many marketing teams are now 100% reliant on digital marketing. This is due to the overnight loss of many traditional marketing channels. So how can you put together an effective media strategy for B2B verticals traditionally fuelled by offline sales tactics? As we know, the most successful companies to come out of a recession are those that prioritize and execute the right marketing strategies. Marketing through a recession – and more specifically media planning through a recession – will require knowing which channels and activities are delivering the best returns and making those activities the priority. This will set your business up for growth when the economy eventually improves.

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Google Explains Role of Time and Place in Search Rankings

Google’s Danny Sullivan published an explainer page on Google that provided details on how Google selects certain kinds of featured snippets. The newly published article explains the role of time and place (geographic location) as signals that could trigger featured snippets. The article was limited to two factors, time and geographic location (Danny used the word, space). He then used the phrase “critical context” to describe the importance of those two signals. It’s interesting that he used the phrase “Critical Context” as a way to describe what the meaning of a surge in particular search queries might mean. Critical context is a word used in literature studies to describe the process of understanding what a piece of literature means, including finding hidden relationships, allusions, metaphors and references to events past or present at the time of writing. The purpose of literary critical context was to better understand a particular written work.

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Daily Minute Master Series – September 29, 2020

September 29, 2020/by Corey Padveen

Social Media

With More People Turning to YouTube for News Content, That Could Fuel the Rise of Fringe Beliefs

As the US Presidential Election campaign continues to gain momentum, this is a particularly pertinent study from the team at Pew Research. According to Pew’s latest study of more than 12,600 US adults, more than a quarter now get at least some news content from YouTube.

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Court Allows TikTok to Remain Available for Download in the US, Despite White House Executive Order

Despite TikTok’s latest deadline expiring, which would have seen all US downloads of the app banned this past weekend, the app remains available, and in operation, for American users, at least for the time being. While the US Government has given preliminary approval for the Oracle/Walmart takeover offer for TikTok to progress, as yet, there’s no official deal in place, and as such TikTok was set to be banned in US app stores yesterday, in line with the original Executive Order.

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Instagram Publishes New Guides on How to Set-Up and Maximize Instagram Shops

As we head into the peak holiday shopping season, Instagram has this week published a new set of guides on how businesses can utilize Instagram shops, in order to reach potential customers via the platform. Facebook first announced Instagram Shops back in May, and they’re gradually being made available to all businesses. And for those who can access the option, it could be a great way to maximize your holiday sales, tapping into the engagement of Instagram to grab customers as they browse through their feeds.

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Marketing

How Google Handles Naked Links

In a Google Office Hours SEO hangout Google Webmaster Trends Analyst John Mueller answered how Google handles links that don’t have anchor text. In a follow up question he answered if text surrounding those kinds of links have an effect.

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How to Catch & Fix 4 Common SEO Issues Before It’s Too Late

As an SEO professional, it’s your goal – and responsibility – to ensure that you can do what’s necessary to keep things running smoothly and stay up-to-date with your website’s content. On September 23, I moderated a sponsored Search Engine Journal webinar presented by Steven van Vessum, VP of Community at ContentKing. He shared how to finally take a proactive stance in your SEO processes as you catch (and resolve!) problems before they impact your rankings.

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How to Bring More Value to Your Email Marketing

The continued dominance of email as a marketing channel is elevated further in a time when people are paying more attention to their inbox in real-time than ever before. But that doesn’t mean marketers don’t need to keep abreast of new technologies and tactics. Among the possibilities for today’s email campaigns is modifying content at time of open, using polls or other interactive tools to increase engagement, and even using the signature as a marketing channel.

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Daily Minute Master Series – September 28, 2020

September 28, 2020/by Corey Padveen

Social Media

Apple Grants Temporary Waiver of its 30% Fee on Funds Raised Through Facebook’s New Paid Events Option

Last month, Facebook launched a new paid events option in order to provide another way for businesses to generate income amid the COVID-19 crisis, and in replacement of IRL functions.

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Is Facebook Bad for Society? New Insights on the Company’s Approach Raise Important Questions

Is Facebook a positive or negative influence on society – and does the company, or indeed anybody in a position to enact any type of change, actually care either way? This question has been posed by many research reports and academic analyses over the years, but seemingly, the broader populous, at least in Western nations, really hadn’t give it a lot of consideration until the 2016 US Presidential Election, when it was revealed, in the aftermath, that foreign operatives, political activists and other groups had been using Facebook ads, posts and groups to influence US voter activity.

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LinkedIn Updates Marketing Partner Program with New Specialty Categories

LinkedIn has announced an update to its Marketing Partner Program, which is designed to make it easier for businesses to find the right experts to assist them with each element of their LinkedIn marketing and growth process.

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Marketing

8 Killer SEO Techniques to Double Your Search Traffic in 2020 [Infographic]

Are you looking for ways to increase search engine traffic to your website or blog? Want to know how to utilize SEO to increase your organic ranking on search engines like Google? The team from Red Website Design share 8 advanced link building SEO techniques in this infographic.

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6 Things I Wish I Knew About When I Was New to PPC

When I was new to PPC, it was interesting and challenging. But I did not completely understand the depth and breadth of what it was and what it would evolve into. What follows are a few things I wish someone had told me when I was new to PPC.

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8 Things Amazon Sellers Should Do to Prepare for Q4 Sales

Every November, Amazon sellers buzz with excitement. During the November and December holiday season, sellers can rake in as much in sales as during the rest of the year combined. A company’s preparation for the fourth quarter (Q4) sales can make or break its profitability for 2020. This year, there is an even greater potential for sales as the pandemic has driven more people than ever to shopping online. It has also caused a massive supply chain and logistics challenge for Amazon and its independent sellers. While 2020 is impossible to predict, following recognized best practices can help sellers prepare for this year’s Christmas sales boom.

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Daily Minute Master Series – September 25, 2020

September 25, 2020/by Corey Padveen

Social Media

TikTok Reddit Launches Ad Inventory Types to Give Advertisers More Control Over Their Campaigns

While Reddit is now up to 430 million users, many advertisers remain hesitant to invest in the platform because of past controversies related to its free speech approach, and it’s notoriously ad-opposed community that might not be overly welcoming to their content. But Reddit has changed a lot in recent times. Back in June, for example, the platform removed more than 2,000 subreddits after a revision of its policies around hate speech, while the Reddit community is also now far more accustomed to in-stream ads and seeing sponsored posts within their feed.

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LinkedIn Launches Updated Look, Makes LinkedIn Stories Available to All Users

LinkedIn has given its platform a new, fresh update, while it’s also announced the global rollout of LinkedIn Stories after trying it out in selected nations over the past five months. First off, on LinkedIn’s new look – as you can see in this screenshot, the new LinkedIn looks brighter, with a pastel-type color scheme on a gray and white background – and less blue overall.

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YouTube Adds New Voter Awareness Prompts in Election-Related Search Queries

With the US Presidential Election only 40 days away, YouTube has this week announced some new prompts designed to maximize voter understanding of both candidates and the voting process, in order increase participation, and combat misinformation around the poll.

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Marketing

How to Write Content for Each Stage of the Buyer Journey

Have you ever thought about how – and when – your target buyers are consuming your content? When we are planning a content strategy, we invariably start thinking about the kind of content that our target personas will love reading. What we do not notice is that subconsciously our content decisions are founded upon creating content for various stages of the buyer journey. The purpose of any content marketing strategy is to push a prospect further down the marketing funnel and ultimately converting a prospect into a lead and a lead into sales. Your prospects should convent into a normal lead, then into Marketing Qualified Leads (MQLs), proceeding to convent into Sales Qualified Leads (SQLs) and finally into actual sales. The key to all successful content marketing or inbound marketing is not to think of a buyer journey at a subconscious level. You have to bring it out from back of the mind to the front.

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Insights to Reimagine Your Holiday 2020 Planning

The Covid-19 effect that has altered our day-to-day habits in 2020 may have its greatest impact on the upcoming holiday shopping season. The question that is top of mind with most businesses: What’s in store for the holiday retail season in 2020?

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What Digital Marketing Will Look Like Once The Cookie Is Dead

For one week back in January, the biggest marketing story of the year was Google’s decision to give third-party cookies the boot: By 2022, the company announced, it would join Safari and Firefox and block third-party cookies in Chrome. The Association for National Advertisers (ANA) and 4A’s were quick to sound the alarm and declare that this decision would “choke off the economic oxygen” needed for digital advertising to exist.

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Daily Minute Master Series – September 24, 2020

September 24, 2020/by Corey Padveen

Social Media

TikTok Announces Bans on Ads for Weight-Loss Related Products in Order to Protect Users from Self-Perception Concerns

TikTok has announced some new steps that it’s taking to ensure that it’s protecting users from body-shaming and self-esteem issues, with new bans on weight loss ads, and new tools to help connect users to professional services to assist with related concerns.

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Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming

It’s only been out for a short while, but Instagram is already making tweaks to the design of its TikTok-cloning ‘Reels’ feature as it looks to maximize the appeal of the short-form video option. And while we don’t have any data on Reels usage as yet (though Instagram has said that Reels is taking off in India), the changes have been made in response to initial user feedback, and look to move Reels even more in-line with TikTok’s process.

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Pinterest Announces Expanded Launch of Pin Stories, New Pin Analytics Tools

After working on the format over the last year and a bit, Pinterest has now announced a full beta launch of Story Pins, which looks to tap into the social Stories trend with a platform-unique approach.

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Marketing

24 Best Google Keyword Planner Alternatives

From the old days of keyword stuffing to current-day keyword research and PPC campaigns, keywords still run the search world. Keywords are a fundamental element of search marketing – the key terms and phrases that are used to anchor content and search queries. Google doesn’t provide access to its Keyword Planner to anyone without an active Google Ads account, but there are plenty of other places to get keyword information from. Here are 24 tools to find new keywords, keyword difficulty, and search volume.

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Making the Most of Small-Screen Content for Big Engagement Impact

There are a number of common phrases that speak to the power of “small” things. “Good things come in small packages” or “small but mighty” are just a couple that come to mind. But small content – in length, but especially in size on a handheld screen – holds enormous significance for brand storytelling and consumer engagement. Marketers and their creative counterparts are committed to writing attention-grabbing copy, developing video content to stop a social-media user mid-scroll, and designing visuals that make websites an engaging place to spend time on screen. And the idea of content optimization is something marketers intrinsically “get.” Writing SEO-friendly copy, link building to optimize a campaign, creating different versions and sizes of content for “web vs. mobile” – these are all things a marketer thinks through during the stages of content creation and distribution.

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Inbound Marketing, Meet Inbound Video

At first, we told clients that video should be done by video experts. We, too, thought that you needed a bank of expensive equipment and a Hollywood crew to do video. Then, we told clients that only the kids on Instagram and Vine (wait, is Vine not a thing anymore?) cared about “viral” video. As time passed, the future got closer. More than anything, our agency was scared about video, so we just pushed it off. At HubSpot’s INBOUND conference in the fall of 2019, it became painfully obvious to us inbound marketers that video had to be incorporated into agency strategies if we wanted to continue to be successful at digital. Video has exploded into an essential communication tool across many platforms. Data shows the power of video’s reach and effectiveness.

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