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Facebook Showcase Video Ads https://ift.tt/2BZjNJY   Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore Facebook Showcase video ads and fan subscriptions with special guests Andrea Vahl and Owen Video. Watch the  The post Facebook Showcase Video Ads appeared first on Social Media Marketing | Social Media Examiner. Social Marketing, Internet Marketing, Fan, Social Media Tips, Tv Ads, Internet Marketing Strategy, Social Media Marketing, Social Media Examiner, Marketing Company
Facebook Showcase Video Ads : Social Media Examiner
Facebook Showcase Video Ads https://ift.tt/2BZjNJY Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore Facebook Showcase video ads and fan subscriptions with special guests Andrea Vahl and Owen Video. Watch the The post Facebook Showcase Video Ads appeared first on Social Media Marketing | Social Media Examiner.
Rewriting the Beginner's Guide to SEO Chapter 7: Measuring Prioritizing & Executing SEO https://ift.tt/2UeXmrh  Posted by BritneyMuller  It's finally here for your review and feedback: Chapter 7 of the new Beginner's Guide toSEO the last chapter. We cap off the guide with advice on how to measure prioritize and execute on your SEO. And if you missed themcheck outthe drafts of our outline Chapter One Chapter Two Chapter Three Chapter FourChapter Five and Chapter Six for your reading pleasure. As alwayslet us know what you think of Chapter 7in the comments!  Set yourself up for success.  They say if you can measure something you can improve it.  In SEO its no different. Professional SEOs track everything from rankings and conversions to lost links and more to help prove the value of SEO. Measuring the impact of your work and ongoing refinement is critical to your SEO success client retention and perceived value.  It also helps you pivot your priorities when something isnt working.  Start with the end in mind  While its common to have multiple goals (both macro and micro) establishing one specific primary end goal is essential.  The only way to know what a websites primary end goal should be is to have a strong understanding of the websites goals and/or client needs. Good client questions are not only helpful in strategically directing your efforts but they also show that you care.  Client question examples:  Can you give us a brief history of your company?  What is the monetary value of a newly qualified lead?  What are your most profitable services/products (in order)?  Keep the following tips in mind while establishing a websites primary goal additional goals and benchmarks:  Goal setting tips  Measurable: If you cant measure it you cant improve it.  Be specific: Dont let vague industry marketing jargon water down your goals.  Share your goals: Studies have shown that writing down and sharing your goals with others boosts your chances of achieving them.  Measuring  Now that youve set your primary goal evaluate which additional metrics could help support your site in reaching its end goal. Measuring additional (applicable) benchmarks can help you keep a better pulse on current site health and progress.  Engagement metrics  How are people behaving once they reach your site? Thats the question that engagement metrics seek to answer. Some of the most popular metrics for measuring how people engage with your content include:  Conversion rate - The number of conversions (for a single desired action/goal) divided by the number of unique visits. A conversion rate can be applied to anything from an email signup to a purchase to account creation. Knowing your conversion rate can help you gauge the return on investment (ROI) your website traffic might deliver.  In Google Analytics you can set up goals to measure how well your site accomplishes its objectives. If your objective for a page is a form fill you can set that up as a goal. When site visitors accomplish the task youll be able to see it in your reports.  Time on page - How long did people spend on your page? If you have a 2000-word blog post that visitors are only spending an average of 10 seconds on the chances are slim that this content is being consumed (unless theyre a mega-speed reader). However if a URL has a low time on page thats not necessarily bad either. Consider the intent of the page. For example its normal for Contact Us pages to have a low average time on page.  Pages per visit - Was the goal of your page to keep readers engaged and take them to a next step? If so then pages per visit can be a valuable engagement metric. If the goal of your page is independent of other pages on your site (ex: visitor came got what they needed then left) then low pages per visit are okay.  Bounce rate - Bounced sessions indicate that a searcher visited the page and left without browsing your site any further. Many people try to lower this metric because they believe its tied to website quality but it actually tells us very little about a users experience. Weve seen cases of bounce rate spiking for redesigned restaurant websites that are doing better than ever. Further investigation discovered that people were simply coming to find business hours menus or an address then bouncing with the intention of visiting the restaurant in person. A better metric to gauge page/site quality is scroll depth.  Scroll depth - This measures how far visitors scroll down individual webpages. Are visitors reaching your important content? If not test different ways of providing the most important content higher up on your page such as multimedia contact forms and so on. Also consider the quality of your content. Are you omitting needless words? Is it enticing for the visitor to continue down the page? Scroll depth tracking can be set up in your Google Analytics.  Search traffic  Ranking is a valuable SEO metric but measuring your sites organic performance cant stop there. The goal of showing up in search is to be chosen by searchers as the answer to their query. If youre ranking but not getting any traffic you have a problem.  But how do you even determine how much traffic your site is getting from search? One of the most precise ways to do this is with Google Analytics.  Using Google Analytics to uncover traffic insights  Google Analytics (GA) is bursting at the seams with data  so much so that it can be overwhelming if you dont know where to look. This is not an exhaustive list but rather a general guide to some of the traffic data you can glean from this free tool.  Isolate organic traffic - GA allows you to view traffic to your site by channel. This will mitigate any scares caused by changes to another channel (ex: total traffic dropped because a paid campaign was halted but organic traffic remained steady).  Traffic to your site over time - GA allows you to view total sessions/users/pageviews to your site over a specified date range as well as compare two separate ranges.  How many visits a particular page has received - Site Content reports in GA are great for evaluating the performance of a particular page  for example how many unique visitors it received within a given date range.  Traffic from a specified campaign - You can use UTM (urchin tracking module) codes for better attribution. Designate the source medium and campaign then append the codes to the end of your URLs. When people start clicking on your UTM-code links that data will start to populate in GAs campaigns report.  Click-through rate (CTR) - Your CTR from search results to a particular page (meaning the percent of people that clicked your page from search results) can provide insights on how well youve optimized your page title and meta description. You can find this data in Google Search Console a free Google tool.  In addition Google Tag Manager is a free tool that allows you to manage and deploy tracking pixels to your website without having to modify the code. This makes it much easier to track specific triggers or activity on a website.  Additional common SEO metrics  Domain Authority & Page Authority (DA/PA) - Mozs proprietary authority metrics provide powerful insights at a glance and are best used as benchmarks relative to your competitors Domain Authority and Page Authority.  Keyword rankings - A websites ranking position for desired keywords. This should also include SERP feature data like featured snippets and People Also Ask boxes that youre ranking for. Try to avoid vanity metrics such as rankings for competitive keywords that are desirable but often too vague and dont convert as well as longer-tail keywords.  Number of backlinks - Total number of links pointing to your website or the number of unique linking root domains (meaning one per unique website as websites often link out to other websites multiple times). While these are both common link metrics we encourage you to look more closely at the quality of backlinks and linking root domains your site has.  How to track these metrics  There are lots of different tools available for keeping track of your sites position in SERPs site crawl health SERP features and link metrics such as Moz Pro and STAT.  The Moz and STAT APIs (among other tools) can also be pulled into Google Sheets or other customizable dashboard platforms for clients and quick at-a-glance SEO check-ins. This also allows you to provide more refined views of only the metrics you care about.  Dashboard tools like Data Studio Tableau and PowerBI can also help to create interactive data visualizations.  Evaluating a sites health with an SEO website audit  By having an understanding of certain aspects of your website  its current position in search how searchers are interacting with it how its performing the quality of its content its overall structure and so on  youll be able to better uncover SEO opportunities. Leveraging the search engines own tools can help surface those opportunities as well as potential issues:  Google Search Console - If you havent already sign up for a free Google Search Console (GSC) account and verify your website(s). GSC is full of actionable reports you can use to detect website errors opportunities and user engagement.  Bing Webmaster Tools - Bing Webmaster Tools has similar functionality to GSC. Among other things it shows you how your site is performing in Bing and opportunities for improvement.  Lighthouse Audit - Googles automated tool for measuring a websites performance accessibility progressive web apps and more. This data improves your understanding of how a website is performing. Gain specific speed and accessibility insights for a website here.  PageSpeed Insights - Provides website performance insights using Lighthouse and Chrome User Experience Report data from real user measurement (RUM) when available.  Structured Data Testing Tool - Validates that a website is using schema markup (structured data) properly.  Mobile-Friendly Test - Evaluates how easily a user can navigate your website on a mobile device.  Web.dev - Surfaces website improvement insights using Lighthouse and provides the ability to track progress over time.  Tools for web devs and SEOs - Google often provides new tools for web developers and SEOs alike so keep an eye on any new releases here.  While we dont have room to cover every SEO audit check you should perform in this guide we do offer an in-depth Technical SEO Site Audit course for more info. When auditing your site keep the following in mind:  Crawlability: Are your primary web pages crawlable by search engines or are you accidentally blocking Googlebot or Bingbot via your robots.txt file? Does the website have an accurate sitemap.xml file in place to help direct crawlers to your primary pages?  Indexed pages: Can your primary pages be found using Google? Doing a site:yoursite.com OR site:yoursite.com/specific-page check in Google can help answer this question. If you notice some are missing check to make sure a meta robots=noindex tag isnt excluding pages that should be indexed and found in search results.  Check page titles & meta descriptions: Do your titles and meta descriptions do a good job of summarizing the content of each page? How are their CTRs in search results according to Google Search Console? Are they written in a way that entices searchers to click your result over the other ranking URLs? Which pages could be improved? Site-wide crawls are essential for discovering on-page and technical SEO opportunities.  Page speed: How does your website perform on mobile devices and in Lighthouse? Which images could be compressed to improve load time?  Content quality: How well does the current content of the website meet the target markets needs? Is the content 10X better than other ranking websites content? If not what could you do better? Think about things like richer content multimedia PDFs guides audio content and more.  Pro tip: Website pruning!  Removing thin old low-quality or rarely visited pages from your site can help improve your websites perceived quality. Performing a content audit will help you discover these pruning opportunities. Three primary ways to prune pages include:  Delete the page (4XX): Use when a page adds no value (ex: traffic links) and/or is outdated.  Redirect (3XX): Redirect the URLs of pages youre pruning when you want to preserve the value they add to your site such as inbound links to that old URL.  NoIndex: Use this when you want the page to remain on your site but be removed from the index.  Keyword research and competitive website analysis (performing audits on your competitors websites) can also provide rich insights on opportunities for your own website.  For example:  Which keywords are competitors ranking on page 1 for but your website isnt?  Which keywords is your website ranking on page 1 for that also have a featured snippet? You might be able to provide better content and take over that snippet.  Which websites link to more than one of your competitors but not to your website?  Discovering website content and performance opportunities will help devise a more data-driven SEO plan of attack! Keep an ongoing list in order to prioritize your tasks effectively.  Prioritizing your SEO fixes  In order to prioritize SEO fixes effectively its essential to first have specific agreed-upon goals established between you and your client.  While there are a million different ways you could prioritize SEO we suggest you rank them in terms of importance and urgency. Which fixes could provide the most ROI for a website and help support your agreed-upon goals?  Stephen Covey author of The 7 Habits of Highly Effective People developed a handy time management grid that can ease the burden of prioritization:  Source: Stephen Covey The 7 Habits of Highly Effective People  Putting out small urgent SEO fires might feel most effective in the short term but this often leads to neglecting non-urgent important fixes. The not urgent & important items are ultimately what often move the needle for a websites SEO. Dont put these off.  SEO planning & execution  Without strategy execution is aimless. Without execution strategy is useless. -Morris Chang  Much of your success depends on effectively mapping out and scheduling your SEO tasks. You can use free tools like Google Sheets to plan out your SEO execution (we have a free template here) but you can use whatever method works best for you. Some people prefer to schedule out their SEO tasks in their Google Calendar in a kanban or scrum board or in a daily planner.  Use what works for you and stick to it.  Measuring your progress along the way via the metrics mentioned above will help you monitor your effectiveness and allow you to pivot your SEO efforts when something isnt working. Say for example you changed a primary pages title and meta description only to notice that the CTR for that page decreased. Perhaps you changed it to something too vague or strayed too far from the on-page topic  it might be good to try a different approach. Keeping an eye on drops in rankings CTRs organic traffic and conversions can help you manage hiccups like this early before they become a bigger problem.  Communication is essential for SEO client longevity  Many SEO fixes are implemented without being noticeable to a client (or user). This is why its essential to employ good communication skills around your SEO plan the time frame in which youre working and your benchmark metrics as well as frequent check-ins and reports.  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Search Engine, Website Traffic, Priorities, Investing, Goal Setting, Need To Know, Web Marketing
Measuring & Tracking SEO Success [Beginner's Guide to SEO]
Rewriting the Beginner's Guide to SEO Chapter 7: Measuring Prioritizing & Executing SEO https://ift.tt/2UeXmrh Posted by BritneyMuller It's finally here for your review and feedback: Chapter 7 of the new Beginner's Guide toSEO the last chapter. We cap off the guide with advice on how to measure prioritize and execute on your SEO. And if you missed themcheck outthe drafts of our outline Chapter One Chapter Two Chapter Three Chapter FourChapter Five and Chapter Six for your reading pleasure. As alwayslet us know what you think of Chapter 7in the comments! Set yourself up for success. They say if you can measure something you can improve it. In SEO its no different. Professional SEOs track everything from rankings and conversions to lost links and more to help prove the value of SEO. Measuring the impact of your work and ongoing refinement is critical to your SEO success client retention and perceived value. It also helps you pivot your priorities when something isnt working. Start with the end in mind While its common to have multiple goals (both macro and micro) establishing one specific primary end goal is essential. The only way to know what a websites primary end goal should be is to have a strong understanding of the websites goals and/or client needs. Good client questions are not only helpful in strategically directing your efforts but they also show that you care. Client question examples: Can you give us a brief history of your company? What is the monetary value of a newly qualified lead? What are your most profitable services/products (in order)? Keep the following tips in mind while establishing a websites primary goal additional goals and benchmarks: Goal setting tips Measurable: If you cant measure it you cant improve it. Be specific: Dont let vague industry marketing jargon water down your goals. Share your goals: Studies have shown that writing down and sharing your goals with others boosts your chances of achieving them. Measuring Now that youve set your primary goal evaluate which additional metrics could help support your site in reaching its end goal. Measuring additional (applicable) benchmarks can help you keep a better pulse on current site health and progress. Engagement metrics How are people behaving once they reach your site? Thats the question that engagement metrics seek to answer. Some of the most popular metrics for measuring how people engage with your content include: Conversion rate - The number of conversions (for a single desired action/goal) divided by the number of unique visits. A conversion rate can be applied to anything from an email signup to a purchase to account creation. Knowing your conversion rate can help you gauge the return on investment (ROI) your website traffic might deliver. In Google Analytics you can set up goals to measure how well your site accomplishes its objectives. If your objective for a page is a form fill you can set that up as a goal. When site visitors accomplish the task youll be able to see it in your reports. Time on page - How long did people spend on your page? If you have a 2000-word blog post that visitors are only spending an average of 10 seconds on the chances are slim that this content is being consumed (unless theyre a mega-speed reader). However if a URL has a low time on page thats not necessarily bad either. Consider the intent of the page. For example its normal for Contact Us pages to have a low average time on page. Pages per visit - Was the goal of your page to keep readers engaged and take them to a next step? If so then pages per visit can be a valuable engagement metric. If the goal of your page is independent of other pages on your site (ex: visitor came got what they needed then left) then low pages per visit are okay. Bounce rate - Bounced sessions indicate that a searcher visited the page and left without browsing your site any further. Many people try to lower this metric because they believe its tied to website quality but it actually tells us very little about a users experience. Weve seen cases of bounce rate spiking for redesigned restaurant websites that are doing better than ever. Further investigation discovered that people were simply coming to find business hours menus or an address then bouncing with the intention of visiting the restaurant in person. A better metric to gauge page/site quality is scroll depth. Scroll depth - This measures how far visitors scroll down individual webpages. Are visitors reaching your important content? If not test different ways of providing the most important content higher up on your page such as multimedia contact forms and so on. Also consider the quality of your content. Are you omitting needless words? Is it enticing for the visitor to continue down the page? Scroll depth tracking can be set up in your Google Analytics. Search traffic Ranking is a valuable SEO metric but measuring your sites organic performance cant stop there. The goal of showing up in search is to be chosen by searchers as the answer to their query. If youre ranking but not getting any traffic you have a problem. But how do you even determine how much traffic your site is getting from search? One of the most precise ways to do this is with Google Analytics. Using Google Analytics to uncover traffic insights Google Analytics (GA) is bursting at the seams with data so much so that it can be overwhelming if you dont know where to look. This is not an exhaustive list but rather a general guide to some of the traffic data you can glean from this free tool. Isolate organic traffic - GA allows you to view traffic to your site by channel. This will mitigate any scares caused by changes to another channel (ex: total traffic dropped because a paid campaign was halted but organic traffic remained steady). Traffic to your site over time - GA allows you to view total sessions/users/pageviews to your site over a specified date range as well as compare two separate ranges. How many visits a particular page has received - Site Content reports in GA are great for evaluating the performance of a particular page for example how many unique visitors it received within a given date range. Traffic from a specified campaign - You can use UTM (urchin tracking module) codes for better attribution. Designate the source medium and campaign then append the codes to the end of your URLs. When people start clicking on your UTM-code links that data will start to populate in GAs campaigns report. Click-through rate (CTR) - Your CTR from search results to a particular page (meaning the percent of people that clicked your page from search results) can provide insights on how well youve optimized your page title and meta description. You can find this data in Google Search Console a free Google tool. In addition Google Tag Manager is a free tool that allows you to manage and deploy tracking pixels to your website without having to modify the code. This makes it much easier to track specific triggers or activity on a website. Additional common SEO metrics Domain Authority & Page Authority (DA/PA) - Mozs proprietary authority metrics provide powerful insights at a glance and are best used as benchmarks relative to your competitors Domain Authority and Page Authority. Keyword rankings - A websites ranking position for desired keywords. This should also include SERP feature data like featured snippets and People Also Ask boxes that youre ranking for. Try to avoid vanity metrics such as rankings for competitive keywords that are desirable but often too vague and dont convert as well as longer-tail keywords. Number of backlinks - Total number of links pointing to your website or the number of unique linking root domains (meaning one per unique website as websites often link out to other websites multiple times). While these are both common link metrics we encourage you to look more closely at the quality of backlinks and linking root domains your site has. How to track these metrics There are lots of different tools available for keeping track of your sites position in SERPs site crawl health SERP features and link metrics such as Moz Pro and STAT. The Moz and STAT APIs (among other tools) can also be pulled into Google Sheets or other customizable dashboard platforms for clients and quick at-a-glance SEO check-ins. This also allows you to provide more refined views of only the metrics you care about. Dashboard tools like Data Studio Tableau and PowerBI can also help to create interactive data visualizations. Evaluating a sites health with an SEO website audit By having an understanding of certain aspects of your website its current position in search how searchers are interacting with it how its performing the quality of its content its overall structure and so on youll be able to better uncover SEO opportunities. Leveraging the search engines own tools can help surface those opportunities as well as potential issues: Google Search Console - If you havent already sign up for a free Google Search Console (GSC) account and verify your website(s). GSC is full of actionable reports you can use to detect website errors opportunities and user engagement. Bing Webmaster Tools - Bing Webmaster Tools has similar functionality to GSC. Among other things it shows you how your site is performing in Bing and opportunities for improvement. Lighthouse Audit - Googles automated tool for measuring a websites performance accessibility progressive web apps and more. This data improves your understanding of how a website is performing. Gain specific speed and accessibility insights for a website here. PageSpeed Insights - Provides website performance insights using Lighthouse and Chrome User Experience Report data from real user measurement (RUM) when available. Structured Data Testing Tool - Validates that a website is using schema markup (structured data) properly. Mobile-Friendly Test - Evaluates how easily a user can navigate your website on a mobile device. Web.dev - Surfaces website improvement insights using Lighthouse and provides the ability to track progress over time. Tools for web devs and SEOs - Google often provides new tools for web developers and SEOs alike so keep an eye on any new releases here. While we dont have room to cover every SEO audit check you should perform in this guide we do offer an in-depth Technical SEO Site Audit course for more info. When auditing your site keep the following in mind: Crawlability: Are your primary web pages crawlable by search engines or are you accidentally blocking Googlebot or Bingbot via your robots.txt file? Does the website have an accurate sitemap.xml file in place to help direct crawlers to your primary pages? Indexed pages: Can your primary pages be found using Google? Doing a site:yoursite.com OR site:yoursite.com/specific-page check in Google can help answer this question. If you notice some are missing check to make sure a meta robots=noindex tag isnt excluding pages that should be indexed and found in search results. Check page titles & meta descriptions: Do your titles and meta descriptions do a good job of summarizing the content of each page? How are their CTRs in search results according to Google Search Console? Are they written in a way that entices searchers to click your result over the other ranking URLs? Which pages could be improved? Site-wide crawls are essential for discovering on-page and technical SEO opportunities. Page speed: How does your website perform on mobile devices and in Lighthouse? Which images could be compressed to improve load time? Content quality: How well does the current content of the website meet the target markets needs? Is the content 10X better than other ranking websites content? If not what could you do better? Think about things like richer content multimedia PDFs guides audio content and more. Pro tip: Website pruning! Removing thin old low-quality or rarely visited pages from your site can help improve your websites perceived quality. Performing a content audit will help you discover these pruning opportunities. Three primary ways to prune pages include: Delete the page (4XX): Use when a page adds no value (ex: traffic links) and/or is outdated. Redirect (3XX): Redirect the URLs of pages youre pruning when you want to preserve the value they add to your site such as inbound links to that old URL. NoIndex: Use this when you want the page to remain on your site but be removed from the index. Keyword research and competitive website analysis (performing audits on your competitors websites) can also provide rich insights on opportunities for your own website. For example: Which keywords are competitors ranking on page 1 for but your website isnt? Which keywords is your website ranking on page 1 for that also have a featured snippet? You might be able to provide better content and take over that snippet. Which websites link to more than one of your competitors but not to your website? Discovering website content and performance opportunities will help devise a more data-driven SEO plan of attack! Keep an ongoing list in order to prioritize your tasks effectively. Prioritizing your SEO fixes In order to prioritize SEO fixes effectively its essential to first have specific agreed-upon goals established between you and your client. While there are a million different ways you could prioritize SEO we suggest you rank them in terms of importance and urgency. Which fixes could provide the most ROI for a website and help support your agreed-upon goals? Stephen Covey author of The 7 Habits of Highly Effective People developed a handy time management grid that can ease the burden of prioritization: Source: Stephen Covey The 7 Habits of Highly Effective People Putting out small urgent SEO fires might feel most effective in the short term but this often leads to neglecting non-urgent important fixes. The not urgent & important items are ultimately what often move the needle for a websites SEO. Dont put these off. SEO planning & execution Without strategy execution is aimless. Without execution strategy is useless. -Morris Chang Much of your success depends on effectively mapping out and scheduling your SEO tasks. You can use free tools like Google Sheets to plan out your SEO execution (we have a free template here) but you can use whatever method works best for you. Some people prefer to schedule out their SEO tasks in their Google Calendar in a kanban or scrum board or in a daily planner. Use what works for you and stick to it. Measuring your progress along the way via the metrics mentioned above will help you monitor your effectiveness and allow you to pivot your SEO efforts when something isnt working. Say for example you changed a primary pages title and meta description only to notice that the CTR for that page decreased. Perhaps you changed it to something too vague or strayed too far from the on-page topic it might be good to try a different approach. Keeping an eye on drops in rankings CTRs organic traffic and conversions can help you manage hiccups like this early before they become a bigger problem. Communication is essential for SEO client longevity Many SEO fixes are implemented without being noticeable to a client (or user). This is why its essential to employ good communication skills around your SEO plan the time frame in which youre working and your benchmark metrics as well as frequent check-ins and reports. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Meet 4 Female CMOs Paving The Way For The Future of Marketing https://ift.tt/2Em1sqF  The modern CMO must be both right- and left-brained. Its not enough to be creative  you have to be analytical too. Man or womanit doesnt matter: the CMO of the digital world has to be good at everything. Ground-breaking campaigns only matter if they yield a positive ROI.  Here are four women who show how a strong CMO fuses the creative with the analytical to produce exceptional results for their brands.  1. Deloitte Digital Alicia Hatch  Alicia Hatch leads Deloitte Digitals marketing efforts and has spearheaded the billion-dollar Halo franchises marketing efforts.  At Deloitte Digital however shes more than just a creative thinkershe has positioned Deloitte Digital to disrupt the advertising world. In Hatchs words: Were making creativity more important than ever by tying it more closely to the heart of business strategy and industry insights.  Hatch has launched numerous initiatives across Deloittes content and commerce systems as well. She was a huge part of John Hancocks decision to switch over to Deloitte from Hill Holiday. When Transamerica came to Deloitte to reinvent their retirement offerings Hatch was at the forefront. Her innovative strategy brought in an eclectic team ranging from ethnographers to data scientists to provide a dynamic and holistic approach.  Alicia gives the following advice for paving the future: if you become comfortable with that gray areathe space where you know you dont know the answeryou only have a tremendous opportunity in front of you.  2. VMware Robin Matlock  Robin Matlock sits at the marketing helm of VMware. Her vision is a results-driven one. We have to facilitate a conversation that is anchored around business outcomes she says. Everything we do as marketers  is to help sellers start those conversations.  Robins strategy for transformation is rooted in data. She is making a major impact by tracking engagement to improve customer experience. One of the major insights she gained from this is that leads that are touched by VMwares marketing efforts convert at double the rate as leads only touched by sales.  In addition she specializes in running a highly data-driven global marketing team. What does engagement mean for vertical markets? Who are the target personas? What actions are they taking?  Its not enough to say if someone from Firm X watched an educational video Matlock needs to know how they watched it. Did they sit through it from start to finish? Did they skip around? Did they promote it via social media? To really transform a pipeline Matlock believes you need to get granular to get accurate.  3. Twitter Leslie Berland  Leslie Berland is not only the CMO of one of the worlds tech darlings but shes also its first CMO. Hired in 2016 she pioneered Twitters self-awareness campaign an issue it hadnt addressed in its first decade as a business.  She started the famous #SeeEverySide campaign showcasing the multitude of ideas and perspectives across the Twitterverse. This was more than just a promotional effort  it was essential to the inner-workings at Twitter.  Fired up and ready to throw thanks to @leslieberland #SheInspiresMe #BossBabe #SeeEverySide pic.twitter.com/LGV0cepoE3   Erin (Twomey) Turner (@erinleeturner) August 3 2017  Berland spoke on this: That was very anchoring and grounding for us as a company. And it is where our product strategy is focusedshowing whats happening what matters news and information as it unfolds.  Perhaps the most iconic part of this campaign was when they posted the single word The to their page and allowed users to run with it from there.  Among her many skills she has an uncanny ability to focus on both the inner- and outer-facing operations at Twitterso much so that she is now the acting head of HR. Her title CMO and Head of People is not only a clever variation on the archaic human resources  its part of her strategy to build a better enterprise.  4. SoFi Joanne Bradford  Its tough referring to SoFi as startup after 2015when it raised a cool billion in funds and recruited veteran marketing executive Joanne Bradford.  Bradford who served Microsoft Yahoo and Pinterest among others is another of the rare right brain/left-brain CMOs on this list. For starters prior to serving as CMO she was their COOwhich is a testament to her analytical and leadership skills.  Her talents were critical in scaling and growth where she has been instrumental in securing new partnerships and growing their member base. Engagement and leveraging Member Success programs were her bread and butter in these efforts and the results are staggering. In her time with SoFi the company has exceeded half a million members.  Perhaps the most iconic story about Bradford was locking down the first overtime Super Bowl ad ever. Understanding the value of awareness she created the ad on a shoestring budget of $10000 and filmed it in under a week. Due to her efforts SoFis brand awareness has grown more than 10-fold in just three years.  A Dynamic Future for Marketing  Competition in the marketing space is fiercer than ever as the field becomes more sophisticated and analytical. Thats not to discount creativity howeverits as essential as ever before. But in the 21st century creativity has to be fueled by data (and vice versa) in order to create the perfect storm for business growth and development.  This mantra is well understood by these four women who are paving the way for the future of marketing. The smart marketer will make sure to follow their lead coupling left- and right-brain innovation to deliver dynamic powerful results for their brands.  The post Meet 4 Female CMOs Paving The Way For The Future of Marketing appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting. Marketing Consultant, Innovation Strategy, Franchise Marketing, Human Resources, Future Of Marketing, Business Strategy
Meet 4 Female CMOs Paving The Way For The Future of Marketing
Meet 4 Female CMOs Paving The Way For The Future of Marketing https://ift.tt/2Em1sqF The modern CMO must be both right- and left-brained. Its not enough to be creative you have to be analytical too. Man or womanit doesnt matter: the CMO of the digital world has to be good at everything. Ground-breaking campaigns only matter if they yield a positive ROI. Here are four women who show how a strong CMO fuses the creative with the analytical to produce exceptional results for their brands. 1. Deloitte Digital Alicia Hatch Alicia Hatch leads Deloitte Digitals marketing efforts and has spearheaded the billion-dollar Halo franchises marketing efforts. At Deloitte Digital however shes more than just a creative thinkershe has positioned Deloitte Digital to disrupt the advertising world. In Hatchs words: Were making creativity more important than ever by tying it more closely to the heart of business strategy and industry insights. Hatch has launched numerous initiatives across Deloittes content and commerce systems as well. She was a huge part of John Hancocks decision to switch over to Deloitte from Hill Holiday. When Transamerica came to Deloitte to reinvent their retirement offerings Hatch was at the forefront. Her innovative strategy brought in an eclectic team ranging from ethnographers to data scientists to provide a dynamic and holistic approach. Alicia gives the following advice for paving the future: if you become comfortable with that gray areathe space where you know you dont know the answeryou only have a tremendous opportunity in front of you. 2. VMware Robin Matlock Robin Matlock sits at the marketing helm of VMware. Her vision is a results-driven one. We have to facilitate a conversation that is anchored around business outcomes she says. Everything we do as marketers is to help sellers start those conversations. Robins strategy for transformation is rooted in data. She is making a major impact by tracking engagement to improve customer experience. One of the major insights she gained from this is that leads that are touched by VMwares marketing efforts convert at double the rate as leads only touched by sales. In addition she specializes in running a highly data-driven global marketing team. What does engagement mean for vertical markets? Who are the target personas? What actions are they taking? Its not enough to say if someone from Firm X watched an educational video Matlock needs to know how they watched it. Did they sit through it from start to finish? Did they skip around? Did they promote it via social media? To really transform a pipeline Matlock believes you need to get granular to get accurate. 3. Twitter Leslie Berland Leslie Berland is not only the CMO of one of the worlds tech darlings but shes also its first CMO. Hired in 2016 she pioneered Twitters self-awareness campaign an issue it hadnt addressed in its first decade as a business. She started the famous #SeeEverySide campaign showcasing the multitude of ideas and perspectives across the Twitterverse. This was more than just a promotional effort it was essential to the inner-workings at Twitter. Fired up and ready to throw thanks to @leslieberland #SheInspiresMe #BossBabe #SeeEverySide pic.twitter.com/LGV0cepoE3 Erin (Twomey) Turner (@erinleeturner) August 3 2017 Berland spoke on this: That was very anchoring and grounding for us as a company. And it is where our product strategy is focusedshowing whats happening what matters news and information as it unfolds. Perhaps the most iconic part of this campaign was when they posted the single word The to their page and allowed users to run with it from there. Among her many skills she has an uncanny ability to focus on both the inner- and outer-facing operations at Twitterso much so that she is now the acting head of HR. Her title CMO and Head of People is not only a clever variation on the archaic human resources its part of her strategy to build a better enterprise. 4. SoFi Joanne Bradford Its tough referring to SoFi as startup after 2015when it raised a cool billion in funds and recruited veteran marketing executive Joanne Bradford. Bradford who served Microsoft Yahoo and Pinterest among others is another of the rare right brain/left-brain CMOs on this list. For starters prior to serving as CMO she was their COOwhich is a testament to her analytical and leadership skills. Her talents were critical in scaling and growth where she has been instrumental in securing new partnerships and growing their member base. Engagement and leveraging Member Success programs were her bread and butter in these efforts and the results are staggering. In her time with SoFi the company has exceeded half a million members. Perhaps the most iconic story about Bradford was locking down the first overtime Super Bowl ad ever. Understanding the value of awareness she created the ad on a shoestring budget of $10000 and filmed it in under a week. Due to her efforts SoFis brand awareness has grown more than 10-fold in just three years. A Dynamic Future for Marketing Competition in the marketing space is fiercer than ever as the field becomes more sophisticated and analytical. Thats not to discount creativity howeverits as essential as ever before. But in the 21st century creativity has to be fueled by data (and vice versa) in order to create the perfect storm for business growth and development. This mantra is well understood by these four women who are paving the way for the future of marketing. The smart marketer will make sure to follow their lead coupling left- and right-brain innovation to deliver dynamic powerful results for their brands. The post Meet 4 Female CMOs Paving The Way For The Future of Marketing appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
Affordable Stat-Based Retail Strategy For Your Agency’s Clients https://ift.tt/2VveYzn  Posted by MiriamEllis  Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them.  I was heartened when 75 percent of the 1400 respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I cant think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea offered up generously can spread out to encompass new revenue streams for the client and new levels of retention for your agency.  And thats why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1000 polled customers without going to any extreme expense. Take a look:  I highly recommend downloading Yes Marketings complete survey which is chock-full of great data but today lets look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.  Getting it right: A little market near me  For the past 16 years Ive been observing the local business scene with a combination of professional scrutiny and personal regard. Im inspired by businesses that open and thrive and am saddened by those that open and close.  Right now Im especially intrigued by a very small independently-owned grocery store which set up shop last year in what Ill lovingly describe as a rural half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it but Im predicting the shops ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to get it right.  Encourage your retail clients to explore the following tips.  1) The store is visually appealing  4358 percent of Yes Marketings surveyed retail customers say theyd be motivated to shop with a retailer who has cool product displays murals etc. Retail shoppers of all ages are seeking appealing experiences.  At the market near me there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside and the staff sets up creative displays such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here and more mature customers will appreciate the aesthetic simplicity of this uncluttered human-scale shopping experience.  For your retail clients it wont break the bank to become more visually appealing. Design cues are everywhere!  Share these suggestions with a worthy client:  Basic cleanliness is the starting point   This is an old survey but I think were safe to say that at least 45 percent of retail customers are still put off by dirty premises  especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word clean when a business deserves it.  Inspiration is affordable   Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth pasta veggies bowlsand cookware).  For your retail client? It might be everything a consumer needs to recover from a cold (medicine citrus fruit electric blanket herbal tea tissue a paperback a sympathetic stuffed animal etc.). Or everything one needs to winterize a car take a trip to a beach build a beautiful window box or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.  Feeling stuck? The Internet is full of free retail display tips design magazines cost a few bucks and your clients cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers eyes.  Aspiring artists live near your client and need work   The national average cost to have a large wall mural professionally painted is about $8000 with much less expensive options available. Some retailers even hold contests surrounding logo design and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I cant predict how long the Instagram mural trend will last but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.  I pulled this word cloud out of the reviews of the little grocery store:  While your clients industries and aesthetics will vary tell them they can aim for a similar positive response from at least 49 percent of their customers with a little more care put into the shopping environment.  2) The store offers additional services beyond the sale of products  1940 percent of survey respondents are influenced by value-adds. Doubtless youve seen the TV commercials in which banks double as coffee houses to appeal to the young and small hardware chains emphasize staff expertise over loneliness in a warehouse. Thats what this is all about and it can be done at a smaller scale without overly-strapping your retail clients.  At the market near me reviews like this are coming in:  The market has worked out a very economic arrangement with a massage therapist who can build up their clientele out of the deal so its a win for everybody.  For your retail clients sharing these examples could inspire appealing added services:  A small pet food chain is offering health consults in addition to selling merchandise.  Even small clothing boutiques can provide personal styling sessions.  I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..  Its common for shops like toy stores to have kids birthday clubs but sophisticated businesses offer loyalty programs too  I wroteabout offering shippinglast year as an additional service with self-evident value in this age of convenience.  The cost of these efforts is either the salary of an employee nominal or free.  3) The store hosts local events  2036 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally this corresponds with two of the tasks Google dubbed micro-moments a couple of years back and while not everyone loves that terminology we can at least agree that large numbers of people use the Internet to discover local resources.  At the market near me theyre doing open-mic readings and this is a trend in many cities to which Google Calendar attests:  For your clients the last two words of that event description are key. When theres a local wish to build community retail businesses can lend the space and the stage. This can look like:  Any type of class like these ones that teach how to operate an appliance or machinery how to re-skill at something like wilderness survival or how to cook/make things.  Any type of event like the open mic night Ive cited above or celebrations or appearances by well-known locals such as authors or ongoing club meetups.  Any type of special appeal like this recycling deal gifting participants $20 off new jeans if they donate their old ones or housing a drop-off point for light bulbs batteries or charitable giving or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.  Again costs here can be quite modest and youll be bringing the community together under the banner of your business.  Putting it in writing  The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure your client will want:  A homepage announcement and/or one or more blog posts  Google Posts Q&A photos and related features  Social mentions  If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars  Link building would be great if the client can afford a reasonable investment in your services where necessary  And of course be sure your clients local business listings are accurate so that newcomers arent getting lost on their way to finding the cool new offering  Getting the word out about events features and other desirable attributes dont have to be exorbitant but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.  Seeing opportunity  Sometimes youll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately or sales have been leveling out for lack of new ideas. Thats the perfect time to put something fresh on the table demonstrating that youre thinking about the clients whole picture beyond CTR and citations.  One thing that I find to be an inspiring practice for agencies is to do an audit of competitors reviews looking for holes In many communities shopping is really dull and reviews reflect that with few shoppers feeling genuinely excited by a particular verticals local offerings. Your client could be the one to change that with a little extra attention from you.  Every possibility wont be the perfect match for every business but if you can help the company see a new opportunity the few minutes spent brainstorming could benefit you both.  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Web Design, Motivation, Digital Marketing, Marketing Services, Web Design Resources
Affordable, Stat-Based Retail Strategy for Your Agency's Clients
Affordable Stat-Based Retail Strategy For Your Agency’s Clients https://ift.tt/2VveYzn Posted by MiriamEllis Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. I was heartened when 75 percent of the 1400 respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I cant think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea offered up generously can spread out to encompass new revenue streams for the client and new levels of retention for your agency. And thats why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1000 polled customers without going to any extreme expense. Take a look: I highly recommend downloading Yes Marketings complete survey which is chock-full of great data but today lets look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting. Getting it right: A little market near me For the past 16 years Ive been observing the local business scene with a combination of professional scrutiny and personal regard. Im inspired by businesses that open and thrive and am saddened by those that open and close. Right now Im especially intrigued by a very small independently-owned grocery store which set up shop last year in what Ill lovingly describe as a rural half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it but Im predicting the shops ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to get it right. Encourage your retail clients to explore the following tips. 1) The store is visually appealing 4358 percent of Yes Marketings surveyed retail customers say theyd be motivated to shop with a retailer who has cool product displays murals etc. Retail shoppers of all ages are seeking appealing experiences. At the market near me there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside and the staff sets up creative displays such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here and more mature customers will appreciate the aesthetic simplicity of this uncluttered human-scale shopping experience. For your retail clients it wont break the bank to become more visually appealing. Design cues are everywhere! Share these suggestions with a worthy client: Basic cleanliness is the starting point This is an old survey but I think were safe to say that at least 45 percent of retail customers are still put off by dirty premises especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word clean when a business deserves it. Inspiration is affordable Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth pasta veggies bowlsand cookware). For your retail client? It might be everything a consumer needs to recover from a cold (medicine citrus fruit electric blanket herbal tea tissue a paperback a sympathetic stuffed animal etc.). Or everything one needs to winterize a car take a trip to a beach build a beautiful window box or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff. Feeling stuck? The Internet is full of free retail display tips design magazines cost a few bucks and your clients cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers eyes. Aspiring artists live near your client and need work The national average cost to have a large wall mural professionally painted is about $8000 with much less expensive options available. Some retailers even hold contests surrounding logo design and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I cant predict how long the Instagram mural trend will last but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door. I pulled this word cloud out of the reviews of the little grocery store: While your clients industries and aesthetics will vary tell them they can aim for a similar positive response from at least 49 percent of their customers with a little more care put into the shopping environment. 2) The store offers additional services beyond the sale of products 1940 percent of survey respondents are influenced by value-adds. Doubtless youve seen the TV commercials in which banks double as coffee houses to appeal to the young and small hardware chains emphasize staff expertise over loneliness in a warehouse. Thats what this is all about and it can be done at a smaller scale without overly-strapping your retail clients. At the market near me reviews like this are coming in: The market has worked out a very economic arrangement with a massage therapist who can build up their clientele out of the deal so its a win for everybody. For your retail clients sharing these examples could inspire appealing added services: A small pet food chain is offering health consults in addition to selling merchandise. Even small clothing boutiques can provide personal styling sessions. I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time.. Its common for shops like toy stores to have kids birthday clubs but sophisticated businesses offer loyalty programs too I wroteabout offering shippinglast year as an additional service with self-evident value in this age of convenience. The cost of these efforts is either the salary of an employee nominal or free. 3) The store hosts local events 2036 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally this corresponds with two of the tasks Google dubbed micro-moments a couple of years back and while not everyone loves that terminology we can at least agree that large numbers of people use the Internet to discover local resources. At the market near me theyre doing open-mic readings and this is a trend in many cities to which Google Calendar attests: For your clients the last two words of that event description are key. When theres a local wish to build community retail businesses can lend the space and the stage. This can look like: Any type of class like these ones that teach how to operate an appliance or machinery how to re-skill at something like wilderness survival or how to cook/make things. Any type of event like the open mic night Ive cited above or celebrations or appearances by well-known locals such as authors or ongoing club meetups. Any type of special appeal like this recycling deal gifting participants $20 off new jeans if they donate their old ones or housing a drop-off point for light bulbs batteries or charitable giving or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount. Again costs here can be quite modest and youll be bringing the community together under the banner of your business. Putting it in writing The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure your client will want: A homepage announcement and/or one or more blog posts Google Posts Q&A photos and related features Social mentions If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars Link building would be great if the client can afford a reasonable investment in your services where necessary And of course be sure your clients local business listings are accurate so that newcomers arent getting lost on their way to finding the cool new offering Getting the word out about events features and other desirable attributes dont have to be exorbitant but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience. Seeing opportunity Sometimes youll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately or sales have been leveling out for lack of new ideas. Thats the perfect time to put something fresh on the table demonstrating that youre thinking about the clients whole picture beyond CTR and citations. One thing that I find to be an inspiring practice for agencies is to do an audit of competitors reviews looking for holes In many communities shopping is really dull and reviews reflect that with few shoppers feeling genuinely excited by a particular verticals local offerings. Your client could be the one to change that with a little extra attention from you. Every possibility wont be the perfect match for every business but if you can help the company see a new opportunity the few minutes spent brainstorming could benefit you both. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy https://ift.tt/2BXwVPs  Facebooks mantra for developers has long been Move Fast and Break Things.  This idea of doing something even if its not ideal was also adopted by Facebooks Sheryl Sandberg who serves as the tech Oprah for millions of people. Her version of the slogan is Done is Better than Perfect.  In the startup and personal brand worlds the premise of just ship it is dogma so universally embraced that it joins the hustle mantra to form the twin peaks of self-actualization.  Even acknowledged genius Seth Godin advocated for releasing work with known flaws. In his book Poke the Box Godin urged readers to behave more like computer programmers shipping out minimum viable products and improving them in real time. In this way at least when he wrote the book in 2010/2011 Godin was aligned with the Facebook approach of anything goes as long as it goes.  And in those days  just 8 or 9 years but seemingly a lifetime ago  customers were wandering around in slack-jawed wonderment giddy about all the new innovations that improved their lives.  In 2010 alone Facebook passed Google to become the most-visited website making social networking fully mainstream.  The iPad was launched creating a whole new computing category.  Foursquare got popular kicking off the notion of location-based personalization.  Microsoft Kinect appeared for the Xbox 360 taking the your body is the controller trend up a level after it was created by Nintendos Wii.  The Apple app store took off ushering in a whole new way to get software and media.  Netflix became the #1 app for iPhone in 2010 making portable streaming viable for all.  Groupon was Time Magazines #2 iPhone app for 2010 popularizing the daily deals business model.  In short technology and customer experience advances were MASSIVE in this period with meaningful shifts in consumer computing connectivity and entertainment.  And in this period a philosophy of Done is Better Than Perfect may have added up. The public was justifiably blown away by the scope and scale of these advances so if the Kinect was a little buggy or the app store was hard to figure out  whatever. Its worth fighting the frustration to get access to something that has a fundamental impact on how you interact with others or spend time.  Today however the scope and scale of the advances are primarily in the same but more and same but a little better category. Bigger TVs. Faster streaming. Some AR/VR frosting on the same old cake. A paradox of choice at every turn. Even what is billed as new isnt all that new these days.  And for their part its vastly more difficult to shock and awe consumers today. All the amazing advances of the recent past have raised the bar again and again and again such that customer expectations are higher than ever and continue to escalate.  I vividly remember when the Taco Bell restaurant in my town went to 24-hours-a-day. It was like a magic trick performed with refried beans and a talking Chihuaha. Now everything is 24-hours-a-day and I couldnt care less. I expect it now.  When Zappos popularized free two-way shipping? We throw around the term game-changer with regularity but that actually altered the fabric of e-commerce forever. Today most online stores offer free two-way shipping. They cant NOT do it because consumers expect it.  This is the yoke of customer experience and why CX optimization is so hard in companies. CX is one of the only elements of business where consumer expectations go up and up and up. What was a remarkable customer experience three years ago is commonplace today.  Simultaneously the long-running economic expansion has also helped shape how and why customers buy. When times are bad price becomes the primary criterion. But when times are good consumers take other attributes into account when making a decision. And these days customer experience is a driving factor in more and more and more purchases.  Research from Walker suggests that customer experience will be the deciding factor in a MAJORITY of B2B purchases by next year.  A research study from PwC shows that 75% of Americans say customer experience is an important factor in their buying decisions.  Further consumers will pay up to a 16% price premium for a great experience.  And 63% of consumers say theyd provide more personal data in exchange for better CX.  In this present-day era where consumers are making decisions that are significantly dictated by customer experience how in the world do you justify putting a product or service into the marketplace that is knowingly less than great?  The whole idea of Done is Better Than Perfect is that speed trumps quality. But today if you make that trade-off you are strategically and purposefully sacrificing customer experience for nimbleness. That may accomplish corporate goals. and may help you cross some parking lot items off your next 2-week product dev sprint but it does NOT serve the customer.  Right now  and at least until the economy turns markedly worse  customers want it ALL. They want it fast and they want it great. To give them something less than your best because youve convinced yourself that okay is adequate as long as youre moving fast is counter-cyclical at best and ritual business suicide at worst.  The entire wheelbarrow of startup culture thinking that prioritizes progress over making the customers job easier has merit when consumers are genuinely delighted that your new thing finally exists (even imperfectly). But those days are long past. And thus until further notice its time to put a giant fork in Done is Better Than Perfect and similar claptrap for they are well and truly past their prime.  The post Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting. Shit Happens, Good Things, Customer Experience, Something To Do, Shock And Awe, Oprah
Done is better than perfect is now a broken philosophy.
Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy https://ift.tt/2BXwVPs Facebooks mantra for developers has long been Move Fast and Break Things. This idea of doing something even if its not ideal was also adopted by Facebooks Sheryl Sandberg who serves as the tech Oprah for millions of people. Her version of the slogan is Done is Better than Perfect. In the startup and personal brand worlds the premise of just ship it is dogma so universally embraced that it joins the hustle mantra to form the twin peaks of self-actualization. Even acknowledged genius Seth Godin advocated for releasing work with known flaws. In his book Poke the Box Godin urged readers to behave more like computer programmers shipping out minimum viable products and improving them in real time. In this way at least when he wrote the book in 2010/2011 Godin was aligned with the Facebook approach of anything goes as long as it goes. And in those days just 8 or 9 years but seemingly a lifetime ago customers were wandering around in slack-jawed wonderment giddy about all the new innovations that improved their lives. In 2010 alone Facebook passed Google to become the most-visited website making social networking fully mainstream. The iPad was launched creating a whole new computing category. Foursquare got popular kicking off the notion of location-based personalization. Microsoft Kinect appeared for the Xbox 360 taking the your body is the controller trend up a level after it was created by Nintendos Wii. The Apple app store took off ushering in a whole new way to get software and media. Netflix became the #1 app for iPhone in 2010 making portable streaming viable for all. Groupon was Time Magazines #2 iPhone app for 2010 popularizing the daily deals business model. In short technology and customer experience advances were MASSIVE in this period with meaningful shifts in consumer computing connectivity and entertainment. And in this period a philosophy of Done is Better Than Perfect may have added up. The public was justifiably blown away by the scope and scale of these advances so if the Kinect was a little buggy or the app store was hard to figure out whatever. Its worth fighting the frustration to get access to something that has a fundamental impact on how you interact with others or spend time. Today however the scope and scale of the advances are primarily in the same but more and same but a little better category. Bigger TVs. Faster streaming. Some AR/VR frosting on the same old cake. A paradox of choice at every turn. Even what is billed as new isnt all that new these days. And for their part its vastly more difficult to shock and awe consumers today. All the amazing advances of the recent past have raised the bar again and again and again such that customer expectations are higher than ever and continue to escalate. I vividly remember when the Taco Bell restaurant in my town went to 24-hours-a-day. It was like a magic trick performed with refried beans and a talking Chihuaha. Now everything is 24-hours-a-day and I couldnt care less. I expect it now. When Zappos popularized free two-way shipping? We throw around the term game-changer with regularity but that actually altered the fabric of e-commerce forever. Today most online stores offer free two-way shipping. They cant NOT do it because consumers expect it. This is the yoke of customer experience and why CX optimization is so hard in companies. CX is one of the only elements of business where consumer expectations go up and up and up. What was a remarkable customer experience three years ago is commonplace today. Simultaneously the long-running economic expansion has also helped shape how and why customers buy. When times are bad price becomes the primary criterion. But when times are good consumers take other attributes into account when making a decision. And these days customer experience is a driving factor in more and more and more purchases. Research from Walker suggests that customer experience will be the deciding factor in a MAJORITY of B2B purchases by next year. A research study from PwC shows that 75% of Americans say customer experience is an important factor in their buying decisions. Further consumers will pay up to a 16% price premium for a great experience. And 63% of consumers say theyd provide more personal data in exchange for better CX. In this present-day era where consumers are making decisions that are significantly dictated by customer experience how in the world do you justify putting a product or service into the marketplace that is knowingly less than great? The whole idea of Done is Better Than Perfect is that speed trumps quality. But today if you make that trade-off you are strategically and purposefully sacrificing customer experience for nimbleness. That may accomplish corporate goals. and may help you cross some parking lot items off your next 2-week product dev sprint but it does NOT serve the customer. Right now and at least until the economy turns markedly worse customers want it ALL. They want it fast and they want it great. To give them something less than your best because youve convinced yourself that okay is adequate as long as youre moving fast is counter-cyclical at best and ritual business suicide at worst. The entire wheelbarrow of startup culture thinking that prioritizes progress over making the customers job easier has merit when consumers are genuinely delighted that your new thing finally exists (even imperfectly). But those days are long past. And thus until further notice its time to put a giant fork in Done is Better Than Perfect and similar claptrap for they are well and truly past their prime. The post Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
The Definitive Guide to Instagram Affiliate Marketing https://ift.tt/2Xs8ovh   One of the ways in which influencers from all industries are trying to monetize their social media influence is through Instagram affiliate marketing. With Instagram becoming so popular globally and having an active and engaging audienceInstagram affiliate marketing is one of the top ways in which influencers can monetize their social media followings  1...  Read More   The post The Definitive Guide to Instagram Affiliate Marketing authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer. Instagram, Media Influence, Seo Consultant, Seo Agency, Influencer Marketing, Video Marketing, Online Business, Marketing
The Definitive Guide to Instagram Affiliate Marketing
The Definitive Guide to Instagram Affiliate Marketing https://ift.tt/2Xs8ovh One of the ways in which influencers from all industries are trying to monetize their social media influence is through Instagram affiliate marketing. With Instagram becoming so popular globally and having an active and engaging audienceInstagram affiliate marketing is one of the top ways in which influencers can monetize their social media followings 1... Read More The post The Definitive Guide to Instagram Affiliate Marketing authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
8 Costly Facebook Ad Mistakes and How to Avoid Them https://ift.tt/2EBtqA4   Are you making Facebook ad mistakes that could be eating away at your marketing budget? Are your ads helping Facebook more than theyre helping your business? In this article youll discover the most common mistakes made with Facebook ads and how to resolve them from top Facebook advertising experts. #1: Testing Multiple Interests in a  The post 8 Costly Facebook Ad Mistakes and How to Avoid Them appeared first on Social Media Marketing | Social Media Examiner. Using Facebook For Business, Facebook Marketing Strategy, Facebook Algorithm, Marketing Tips
8 Costly Facebook Ad Mistakes and How to Avoid Them : Social Media Examiner
8 Costly Facebook Ad Mistakes and How to Avoid Them https://ift.tt/2EBtqA4 Are you making Facebook ad mistakes that could be eating away at your marketing budget? Are your ads helping Facebook more than theyre helping your business? In this article youll discover the most common mistakes made with Facebook ads and how to resolve them from top Facebook advertising experts. #1: Testing Multiple Interests in a The post 8 Costly Facebook Ad Mistakes and How to Avoid Them appeared first on Social Media Marketing | Social Media Examiner.
How to Write Instagram Captions That Improve Engagement https://ift.tt/2GMC9BT   Do you want to improve your Instagram post engagement? Wondering how to write strong Instagram captions that move people to action? In this article youll discover how to create appealing Instagram captions that clearly communicate your marketing messages and encourage people to act. Why Instagram Captions Matter for Marketers On occasion youll see celebrities or  The post How to Write Instagram Captions That Improve Engagement appeared first on Social Media Marketing | Social Media Examiner. Indian, Abayas, Vogue, Hijab, Kleding, Desi, Mode Wanita, Lehenga, Bosch
How to Write Instagram Captions That Improve Engagement : Social Media Examiner
How to Write Instagram Captions That Improve Engagement https://ift.tt/2GMC9BT Do you want to improve your Instagram post engagement? Wondering how to write strong Instagram captions that move people to action? In this article youll discover how to create appealing Instagram captions that clearly communicate your marketing messages and encourage people to act. Why Instagram Captions Matter for Marketers On occasion youll see celebrities or The post How to Write Instagram Captions That Improve Engagement appeared first on Social Media Marketing | Social Media Examiner.
Advanced Linkbuilding: How to Find the Absolute Best Publishers and Writers to Pitch https://ift.tt/2Sr5uDg  Posted by KristinTynski  In my last post I explained how using network visualization tools can help you massively improve your content marketing PR/Outreach strategy understanding which news outlets have the largest syndication networks empowers your outreach team to prioritize high-syndication publications over lower syndication publications. The result? The content you are pitching enjoys significantly more widespread link pickups.  Today Im going to take you a little deeper  we'll be looking at a few techniques for forming an even better understanding of the publisher syndication networks in your particular niche.I've broken this technique into two parts:  Technique One  Leveraging Buzzsumo influencer data and twitter scraping to find the most influential journalists writing about any topic  Technique Two  Leveraging the Gdelt Dataset to reveal deep story syndication networks between publishers using in-context links.  Why do this at all?  If you are interested in generating high-value links at scale these techniques provide an undeniable competitive advantage they help you to deeply understand how writers and news publications connect and syndicate to each other.  In our opinion at Fractl data-driven content stories that have strong news hooks finding writers and publications who would find the content compelling and pitching them effectively is the single highest ROI SEO activity possible. Done correctly it is entirely possible to generate dozens sometimes even hundreds or thousands of high-authority links with one or a handful of content campaigns.  Let's dive in.  Using Buzzsumo to understand journalist influencer networks on any topic  First you want to figure out who your topc influencers are your a topic. A very handy feature of Buzzsumo is its influencers tool. You can locate it on the influences tab then follow these steps:  Select only Journalists. This will limit the result to only the Twitter accounts of those known to be reporters and journalists of major publications. Bloggers and lower authority publishers will be excluded.  Search using a topical keyword. If it is straightforward one or two searches should be fine. If it is more complex create a few related queries and collate the twitter accounts that appear in all of them. Alternatively use the Boolean "and/or" in your search to narrow your result. It is critical to be sure your search results are returning journalists that as closely match your target criteria as possible.  Ideally you want at least 100 results. More is generally better so long as you are sure the results represent your target criteria well.  Once you are happy with your search result click export to grab a CSV.  The next step is to grab all of the people each of these known journalist influencers follows  the goal is to understand which of these 100 or so influencers impacts the other 100 the most. Additionally we want to find people outside of this group that many of these 100 follow in common.  To do so we leveraged Twint a handy Twitter scraper available on Github to pull all of the people each of these journalist influencers follow.Using our scraped data we built anedge list which allowed us to visualize the result in Gephi.  Here is an interactive version for you to explore and here is a screenshot of what it looks like:  This graph shows us which nodes (influencers) have the most In-Degree links. In other words: it tells us who of our media influencers is most followed.  These are the top 10 nodes:  @maiasz  Radley Balko (@radleybalko) Opinion journalist Washington Post  @johannhari101  @davidkroll  @narcomania  @milbank  @samquinones7  @felicejfreyer  @jeannewhalen  @ericbolling  Who is the most influential?  Using the Betweenness Centrality score given by Gephi we get a rough understanding of which nodes (influencers) in the network act as hubs of information transfer. Those with the highest "Betweenness Centrality" can be thought of as the connectors of the network. These are the top 10 influencers:  Maia Szalavitz (@maiasz) Neuroscience Journalist VICE and TIME  Radley Balko (@radleybalko) Opinion journalist Washington Post  Johann Hari (@johannhari101) New York Times best-selling author  David Kroll (@davidkroll) Freelance healthcare writer Forbes Heath  Max Daly (@Narcomania) Global Drugs Editor VICE  Dana Milbank (@milbank)Columnist Washington Post  Sam Quinones (@samquinones7) Author  Felice Freyer (@felicejfreyer) Boston Globe Reporter Mental health and Addiction  Jeanne Whalen (@jeannewhalen) Business Reporter Washington Post  Eric Bolling (@ericbolling) New York Times best-selling author  @maiasz @davidkroll and @johannhari101 are standouts. There's considerable overlap between the winners in "In-Degree" and "Betweenness Centrality" but they are still quite different.  What else can we learn?  The middle of the visualization holds many of the largest sized nodes. The nodes in this view are sized by "In-Degree." The large centrally located nodes are disproportionately followed by other members of the graph and enjoy popularity across the board (from many of the other influential nodes). These are journalists commonly followed by everyone else. Sifting through these centrally located nodes will surface many journalists who behave as influencers of the group initially pulled from BuzzSumo.  So if you had a campaign about a niche topic you could consider pitching to an influencer surfaced from this data according to our the visualization an article shared in their network would have the most reach and potential ROI  Using Gdelt to find the most influential websites on a topic with in-context link analysis  The first example was a great way to find the best journalists in a niche to pitch to but top journalists are often the most pitched to overall. Often times it can be easier to get a pickup from less known writers at major publications. For this reason understanding which major publishers are most influential and enjoy the widest syndication on a specific theme topic or beat can be majorly helpful.  By using Gdelts massive and fully comprehensive database of digital news stories along with Google BigQuery and Gephi it is possible to dig even deeper to yield important strategic information that will help you prioritize your content pitching.  We pulled all of the articles in Gdelts database that are known to be about a specific theme within a given timeframe. In this case (as with the previous example) we looked at "behaviour health." For each article we found in Gdelts database that matches our criteria we also grabbed links found only within the context of the article.  Here is how it is done:  Connect to Gdelt on Google BigQuery  you can find a tutorial here.  Pull data from Gdelt.You can use this command: SELECT DocumentIdentifierV2ThemesExtrasSourceCommonNameDATE FROM [gdelt-bq:gdeltv2.gkg] where (V2Themes like '%Your Theme%').  Select any theme you find here  just replace the part between the percentages.  To extract the links found in each article and build an edge file. This can be done with a relatively simple python script to pull out all of the <PAGE_LINKS> from the results of the query clean the links to only show their root domain (not the full URL) and put them into an edge file format.  Note: The edge file is made up of Source-->Target pairs. The Source is the article and the Target are the links found within the article. The edge list will look like this:  Article 1 First link found in the article.  Article 1 Second link found in the article.  Article 2 First link found in the article.  Article 2 Second link found in the article.  Article 2 Third link found in the article.  From here the edge file can be used to build a network visualization where the nodes publishersand the edges between them represent the in-context links found from our Gdelt data pull around whatever topic we desired.  This final visualization is a network representation of the publishers who have written stories about addiction and where those stories link to.  What can we learn from this graph?  This tells us which nodes (Publisher websites) have the most In-Degree links. In other words: who is the most linked. We can see that the most linked-to for this topic are:  tmz.com  people.com  cdc.gov  cnn.com  go.com  nih.gov  ap.org  latimes.com  jamanetwork.com  nytimes.com  Which publisher is most influential?  Using the "Betweenness Centrality" score given by Gephi we get a rough understanding of which nodes (publishers) in the network act as hubs of information transfer. The nodes with the highest "Betweenness Centrality" can be thought of as the "connectors" of the network. Getting pickups from these high-betweenness centrality nodes gives a much greater likelihood of syndication for that specific topic/theme.  Dailymail.co.uk  Nytimes.com  People.com  CNN.com  Latimes.com  washingtonpost.com  usatoday.com  cvslocal.com  huffingtonpost.com  sfgate.com  What else can we learn?  Similar to the first example the higher the betweenness centrality numbers number of In-degree links and the more centrally located in the graph the more important that node can generally be said to be. Using this as a guide the most important pitching targets can be easily identified.  Understanding some of the edge clusters gives additional insights into other potential opportunities. Including a few clusters specific to different regional or state local news and a few foreign language publication clusters.  Wrapping up  Ive outlined two different techniques we use at Fractl to understand the influence networks around specific topical areas both in terms of publications and the writers at those publications. The visualization techniques described are not obvious guides but instead are tools for combing through large amounts of data and finding hidden information. Use these techniques to unearth new opportunities and prioritize as you get ready to find the best places to pitch the content youve worked so hard to create.  Do you have any similar ideas or tactics to ensure you're pitching the best writers and publishers with your content? Comment below!  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Content Marketing, Data Driven, Marketing News
Advanced Linkbuilding: How to Find the Absolute Best Publishers and Writers to Pitch
Advanced Linkbuilding: How to Find the Absolute Best Publishers and Writers to Pitch https://ift.tt/2Sr5uDg Posted by KristinTynski In my last post I explained how using network visualization tools can help you massively improve your content marketing PR/Outreach strategy understanding which news outlets have the largest syndication networks empowers your outreach team to prioritize high-syndication publications over lower syndication publications. The result? The content you are pitching enjoys significantly more widespread link pickups. Today Im going to take you a little deeper we'll be looking at a few techniques for forming an even better understanding of the publisher syndication networks in your particular niche.I've broken this technique into two parts: Technique One Leveraging Buzzsumo influencer data and twitter scraping to find the most influential journalists writing about any topic Technique Two Leveraging the Gdelt Dataset to reveal deep story syndication networks between publishers using in-context links. Why do this at all? If you are interested in generating high-value links at scale these techniques provide an undeniable competitive advantage they help you to deeply understand how writers and news publications connect and syndicate to each other. In our opinion at Fractl data-driven content stories that have strong news hooks finding writers and publications who would find the content compelling and pitching them effectively is the single highest ROI SEO activity possible. Done correctly it is entirely possible to generate dozens sometimes even hundreds or thousands of high-authority links with one or a handful of content campaigns. Let's dive in. Using Buzzsumo to understand journalist influencer networks on any topic First you want to figure out who your topc influencers are your a topic. A very handy feature of Buzzsumo is its influencers tool. You can locate it on the influences tab then follow these steps: Select only Journalists. This will limit the result to only the Twitter accounts of those known to be reporters and journalists of major publications. Bloggers and lower authority publishers will be excluded. Search using a topical keyword. If it is straightforward one or two searches should be fine. If it is more complex create a few related queries and collate the twitter accounts that appear in all of them. Alternatively use the Boolean "and/or" in your search to narrow your result. It is critical to be sure your search results are returning journalists that as closely match your target criteria as possible. Ideally you want at least 100 results. More is generally better so long as you are sure the results represent your target criteria well. Once you are happy with your search result click export to grab a CSV. The next step is to grab all of the people each of these known journalist influencers follows the goal is to understand which of these 100 or so influencers impacts the other 100 the most. Additionally we want to find people outside of this group that many of these 100 follow in common. To do so we leveraged Twint a handy Twitter scraper available on Github to pull all of the people each of these journalist influencers follow.Using our scraped data we built anedge list which allowed us to visualize the result in Gephi. Here is an interactive version for you to explore and here is a screenshot of what it looks like: This graph shows us which nodes (influencers) have the most In-Degree links. In other words: it tells us who of our media influencers is most followed. These are the top 10 nodes: @maiasz Radley Balko (@radleybalko) Opinion journalist Washington Post @johannhari101 @davidkroll @narcomania @milbank @samquinones7 @felicejfreyer @jeannewhalen @ericbolling Who is the most influential? Using the Betweenness Centrality score given by Gephi we get a rough understanding of which nodes (influencers) in the network act as hubs of information transfer. Those with the highest "Betweenness Centrality" can be thought of as the connectors of the network. These are the top 10 influencers: Maia Szalavitz (@maiasz) Neuroscience Journalist VICE and TIME Radley Balko (@radleybalko) Opinion journalist Washington Post Johann Hari (@johannhari101) New York Times best-selling author David Kroll (@davidkroll) Freelance healthcare writer Forbes Heath Max Daly (@Narcomania) Global Drugs Editor VICE Dana Milbank (@milbank)Columnist Washington Post Sam Quinones (@samquinones7) Author Felice Freyer (@felicejfreyer) Boston Globe Reporter Mental health and Addiction Jeanne Whalen (@jeannewhalen) Business Reporter Washington Post Eric Bolling (@ericbolling) New York Times best-selling author @maiasz @davidkroll and @johannhari101 are standouts. There's considerable overlap between the winners in "In-Degree" and "Betweenness Centrality" but they are still quite different. What else can we learn? The middle of the visualization holds many of the largest sized nodes. The nodes in this view are sized by "In-Degree." The large centrally located nodes are disproportionately followed by other members of the graph and enjoy popularity across the board (from many of the other influential nodes). These are journalists commonly followed by everyone else. Sifting through these centrally located nodes will surface many journalists who behave as influencers of the group initially pulled from BuzzSumo. So if you had a campaign about a niche topic you could consider pitching to an influencer surfaced from this data according to our the visualization an article shared in their network would have the most reach and potential ROI Using Gdelt to find the most influential websites on a topic with in-context link analysis The first example was a great way to find the best journalists in a niche to pitch to but top journalists are often the most pitched to overall. Often times it can be easier to get a pickup from less known writers at major publications. For this reason understanding which major publishers are most influential and enjoy the widest syndication on a specific theme topic or beat can be majorly helpful. By using Gdelts massive and fully comprehensive database of digital news stories along with Google BigQuery and Gephi it is possible to dig even deeper to yield important strategic information that will help you prioritize your content pitching. We pulled all of the articles in Gdelts database that are known to be about a specific theme within a given timeframe. In this case (as with the previous example) we looked at "behaviour health." For each article we found in Gdelts database that matches our criteria we also grabbed links found only within the context of the article. Here is how it is done: Connect to Gdelt on Google BigQuery you can find a tutorial here. Pull data from Gdelt.You can use this command: SELECT DocumentIdentifierV2ThemesExtrasSourceCommonNameDATE FROM [gdelt-bq:gdeltv2.gkg] where (V2Themes like '%Your Theme%'). Select any theme you find here just replace the part between the percentages. To extract the links found in each article and build an edge file. This can be done with a relatively simple python script to pull out all of the <PAGE_LINKS> from the results of the query clean the links to only show their root domain (not the full URL) and put them into an edge file format. Note: The edge file is made up of Source-->Target pairs. The Source is the article and the Target are the links found within the article. The edge list will look like this: Article 1 First link found in the article. Article 1 Second link found in the article. Article 2 First link found in the article. Article 2 Second link found in the article. Article 2 Third link found in the article. From here the edge file can be used to build a network visualization where the nodes publishersand the edges between them represent the in-context links found from our Gdelt data pull around whatever topic we desired. This final visualization is a network representation of the publishers who have written stories about addiction and where those stories link to. What can we learn from this graph? This tells us which nodes (Publisher websites) have the most In-Degree links. In other words: who is the most linked. We can see that the most linked-to for this topic are: tmz.com people.com cdc.gov cnn.com go.com nih.gov ap.org latimes.com jamanetwork.com nytimes.com Which publisher is most influential? Using the "Betweenness Centrality" score given by Gephi we get a rough understanding of which nodes (publishers) in the network act as hubs of information transfer. The nodes with the highest "Betweenness Centrality" can be thought of as the "connectors" of the network. Getting pickups from these high-betweenness centrality nodes gives a much greater likelihood of syndication for that specific topic/theme. Dailymail.co.uk Nytimes.com People.com CNN.com Latimes.com washingtonpost.com usatoday.com cvslocal.com huffingtonpost.com sfgate.com What else can we learn? Similar to the first example the higher the betweenness centrality numbers number of In-degree links and the more centrally located in the graph the more important that node can generally be said to be. Using this as a guide the most important pitching targets can be easily identified. Understanding some of the edge clusters gives additional insights into other potential opportunities. Including a few clusters specific to different regional or state local news and a few foreign language publication clusters. Wrapping up Ive outlined two different techniques we use at Fractl to understand the influence networks around specific topical areas both in terms of publications and the writers at those publications. The visualization techniques described are not obvious guides but instead are tools for combing through large amounts of data and finding hidden information. Use these techniques to unearth new opportunities and prioritize as you get ready to find the best places to pitch the content youve worked so hard to create. Do you have any similar ideas or tactics to ensure you're pitching the best writers and publishers with your content? Comment below! Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Social Media Audience: Your Audience Might Not Be Where You Think They Are https://ift.tt/2E8AO4C   Marketing is the science of influencing buying decisions by convincing your customers that they need what you are selling  no matter if its a product or a service. In this day and age marketing is at the heart of the economy  after all there are simply far too many products and services for...  Read More   The post Social Media Audience: Your Audience Might Not Be Where You Think They Are authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer. Storage Ideas, Radio, Podcasts, Tech, Money Online, Tune, Make Money Online, Liquor Cabinet, Storage
Social Media Marketing Archives
Social Media Audience: Your Audience Might Not Be Where You Think They Are https://ift.tt/2E8AO4C Marketing is the science of influencing buying decisions by convincing your customers that they need what you are selling no matter if its a product or a service. In this day and age marketing is at the heart of the economy after all there are simply far too many products and services for... Read More The post Social Media Audience: Your Audience Might Not Be Where You Think They Are authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
How to Build a Successful Instagram Ad Campaign With Only $5 a Day https://ift.tt/2Ew0yJs   Want to do more with Instagram ads? Wondering how to create an affordable Instagram ad campaign that runs automatically? In this article youll discover how to create and run a self-sustaining Instagram ad sequence that converts followers into customers for as little as $5 per day. #1: Identify Your Most Engaging Instagram Posts Lets dive  The post How to Build a Successful Instagram Ad Campaign With Only $5 a Day appeared first on Social Media Marketing | Social Media Examiner. Social Media Advertising, Instagram Marketing
How to Build a Successful Instagram Ad Campaign With Only $5 a Day : Social Media Examiner
How to Build a Successful Instagram Ad Campaign With Only $5 a Day https://ift.tt/2Ew0yJs Want to do more with Instagram ads? Wondering how to create an affordable Instagram ad campaign that runs automatically? In this article youll discover how to create and run a self-sustaining Instagram ad sequence that converts followers into customers for as little as $5 per day. #1: Identify Your Most Engaging Instagram Posts Lets dive The post How to Build a Successful Instagram Ad Campaign With Only $5 a Day appeared first on Social Media Marketing | Social Media Examiner.
We Dipped Our Toes Into Double Featured Snippets https://ift.tt/2Xlklmh  Posted by TheMozTeam  This post was originally published on the STAT blog.  Featured snippets a vehicle for voice search and the answers to our most pressing questions have doubled on the SERPs  but not in the way we usually mean. This time instead of appearing on two times the number of SERPS two snippets are appearing on the same SERP. Hoo!  In all our years of obsessively stalking snippets this is one of the first documented cases of them doing something a little different. And we are here for it.  While its still early days for the double-snippet SERP were giving you everything weve got so far. And the bottom line is this: double the snippets mean double the opportunity.  Google's case for double-snippet SERPs  The first time we heard mention of more than one snippet per SERP was at the end of January in Googles reintroduction to featured snippets.  Not yet launched details on the feature were a little sparse. We learned that theyre to help people better locate information and may also eventually help in cases where you can get contradictory information when asking about the same thing but in different ways.  Thankfully we only had to wait a month before Google released them into the wild and gave us a little more insight into their purpose.  Calling them multifaceted featured snippets (a definition were not entirely sure were down with) Google explained that theyre currently serving multi-intent queries which are queries that have several potential intentions or purposes associated and will eventually expand to queries that need more than one piece of information to answer.  With that knowledge in our back pocket lets get to the good stuff.  The double snippet rollout is starting off small  Since the US-en market is Googles favorite testing ground for new features and the largest locale being tracked in STAT it made sense to focus our research there. We chose to analyze mobile SERPs over desktop because of Googles (finally released) mobile-first indexing and also because thats where Google told us they were starting.  After waiting for enough two-snippet SERPs to show up so we could get our (proper) analysis on we pulled our data at the end March. Out of the mobile keywords currently tracking in the US-en market in STAT 122501 had a featured snippet present and of those 1.06 percent had more than one to its name.  With only 1299 double-snippet SERPs to analyze we admit that our sample size is smaller than our big data nerd selves would like. That said it is indicative of how petite this release currently is.  Two snippets appear for noun-heavy queries  Our first order of business was to see what kind of keywords two snippets were appearing for. If we can zero in on what Google might deem multi-intent then we can optimize accordingly.  By weighting our double-snippet keywords by tf-idf we found that nouns such as insurance computer job and surgery were the primary triggers  like in [general liability insurance policy] and [spinal stenosis surgery].  Its important to note that we dont see this mirrored in single-snippet SERPs. When we refreshed our snippet research in November 2017 we saw that snippets appeared most often for how followed closely by does to what and is. These are all words that typically compose full sentence questions.  Essentially without those interrogative words Google is left to guess what the actual question is. Take our [general liability insurance policy]keyword as an example  does the searcher want to know what a general liability insurance policy is or how to get one?  Because of how vague the query is its likely the searcher wants to know everything they can about the topic. And so instead of having to pick Googles finally caught onto the wisdom of the Old El Paso taco girl  why not have both?  Better leapfrogging and double duty domains  Next we wanted to know where youd need to rank in order to win one (or both) of the snippets on this new SERP. This is what we typically call source position.  On a single-snippet SERP and ignoring any SERP features Google pulls from the first organic rank 31 percent of the time. On double-snippet SERPs the top snippet pulls from the first organic rank 24.84 percent of the time and the bottom pulls from organic ranks 510 more often than solo snippets.  What this means is that you can leapfrog more competitors in a double-snippet situation than when just one is in play.  And when we dug into whos answering all these questions we discovered that 5.70 percent of our double-snippet SERPs had the same domain in both snippets. This begs the obvious question: is your content ready to do double duty?  Snippet headers provide clarity and keyword ideas  In what feels like the first new addition to the feature in a long time theres now a header on top of each snippet which states the question its set out to answer. With reports of headers on solo snippets (and People also search for boxes attached to the bottom  will this madness never end?!) this may be a sneak peek at the new norm.  Instead of relying on guesses alone we can turn to these headers for what a searcher is likely looking for  well trust in Googles excellent consumer research. Using our [general liability insurance policy] example once more Google points us to what is general liabilities insurance and what does a business insurance policy cover as good interpretations.  Because these headers effectively turn ambiguous statements into clear questions we werent surprised to see words like how and what appear in more than 80 percent of them. This trend falls in line with keywords that typically produce snippets which we touched on earlier.  So not only does a second snippet mean double the goodness that you usually get with just one it also means more insight into intent and another keyword to track and optimize for.  Both snippets prefer paragraph formatting  Next it was time to give formatting a look-see to determine whether the snippets appearing in twos behave any differently than their solo counterparts. To do that we gathered every snippet on our double-snippet SERPs and compared them against our November 2017 data back when pairs werent a thing.  While Googles order of preference is the same for both  paragraphs lists and then tables  paragraph formatting was the clear favorite on our two-snippet SERPs.  It follows then that the most common pairing of snippets was paragraph-paragraph  this appeared on 85.68 percent of our SERPs. The least common at 0.31 percent was the table-table coupling.  We can give two reasons for this behavior. One if a query can have multiple interpretations it makes sense that a paragraph answer would provide the necessary space to explain each of them and two Google really doesnt like tables.  We saw double-snippet testing in action  When looking at the total number of snippets we had on hand we realised that the only way everything added up was if a few SERPs had more than two snippets. And lo! Eleven of our keywords returned anywhere from six to 12 snippets.  For a hot minute we were concerned that Google was planning a full-SERP snippet takeover but when we searched those keywords a few days later we discovered that wed caught testing in action.  Heres what we saw play out for the keyword [severe lower back pain]:  After testing six variations Google decided to stick with the first two snippets. Whether this is a matter of top-of-the-SERP results getting the most engagement no matter what or the phrasing of these questions resonating with searchers the most is hard for us to tell.  The multiple snippets appearing for [full-time employment] left us scratching our head a bit:  Our best hypothesis is that searchers in Florida NYS Minnesota and Oregon have more questions about full-time employment than other places. But since wed performed a nation-wide search Google seems to have thought better of including location-specific snippets.  Share your double-snippet SERP experiences  It goes without saying  but here we are saying it anyway  that well be keeping an eye on the scope of this release and will report back on any new revelations.  In the meantime were keen to know what youre seeing. Have you had any double-snippet SERPs yet? Were they in a market outside the US? What keywords were surfacing them?  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Big Data, Stock Trading, Search, General Liability, Get One, Image News
We Dipped Our Toes Into Double Featured Snippets
We Dipped Our Toes Into Double Featured Snippets https://ift.tt/2Xlklmh Posted by TheMozTeam This post was originally published on the STAT blog. Featured snippets a vehicle for voice search and the answers to our most pressing questions have doubled on the SERPs but not in the way we usually mean. This time instead of appearing on two times the number of SERPS two snippets are appearing on the same SERP. Hoo! In all our years of obsessively stalking snippets this is one of the first documented cases of them doing something a little different. And we are here for it. While its still early days for the double-snippet SERP were giving you everything weve got so far. And the bottom line is this: double the snippets mean double the opportunity. Google's case for double-snippet SERPs The first time we heard mention of more than one snippet per SERP was at the end of January in Googles reintroduction to featured snippets. Not yet launched details on the feature were a little sparse. We learned that theyre to help people better locate information and may also eventually help in cases where you can get contradictory information when asking about the same thing but in different ways. Thankfully we only had to wait a month before Google released them into the wild and gave us a little more insight into their purpose. Calling them multifaceted featured snippets (a definition were not entirely sure were down with) Google explained that theyre currently serving multi-intent queries which are queries that have several potential intentions or purposes associated and will eventually expand to queries that need more than one piece of information to answer. With that knowledge in our back pocket lets get to the good stuff. The double snippet rollout is starting off small Since the US-en market is Googles favorite testing ground for new features and the largest locale being tracked in STAT it made sense to focus our research there. We chose to analyze mobile SERPs over desktop because of Googles (finally released) mobile-first indexing and also because thats where Google told us they were starting. After waiting for enough two-snippet SERPs to show up so we could get our (proper) analysis on we pulled our data at the end March. Out of the mobile keywords currently tracking in the US-en market in STAT 122501 had a featured snippet present and of those 1.06 percent had more than one to its name. With only 1299 double-snippet SERPs to analyze we admit that our sample size is smaller than our big data nerd selves would like. That said it is indicative of how petite this release currently is. Two snippets appear for noun-heavy queries Our first order of business was to see what kind of keywords two snippets were appearing for. If we can zero in on what Google might deem multi-intent then we can optimize accordingly. By weighting our double-snippet keywords by tf-idf we found that nouns such as insurance computer job and surgery were the primary triggers like in [general liability insurance policy] and [spinal stenosis surgery]. Its important to note that we dont see this mirrored in single-snippet SERPs. When we refreshed our snippet research in November 2017 we saw that snippets appeared most often for how followed closely by does to what and is. These are all words that typically compose full sentence questions. Essentially without those interrogative words Google is left to guess what the actual question is. Take our [general liability insurance policy]keyword as an example does the searcher want to know what a general liability insurance policy is or how to get one? Because of how vague the query is its likely the searcher wants to know everything they can about the topic. And so instead of having to pick Googles finally caught onto the wisdom of the Old El Paso taco girl why not have both? Better leapfrogging and double duty domains Next we wanted to know where youd need to rank in order to win one (or both) of the snippets on this new SERP. This is what we typically call source position. On a single-snippet SERP and ignoring any SERP features Google pulls from the first organic rank 31 percent of the time. On double-snippet SERPs the top snippet pulls from the first organic rank 24.84 percent of the time and the bottom pulls from organic ranks 510 more often than solo snippets. What this means is that you can leapfrog more competitors in a double-snippet situation than when just one is in play. And when we dug into whos answering all these questions we discovered that 5.70 percent of our double-snippet SERPs had the same domain in both snippets. This begs the obvious question: is your content ready to do double duty? Snippet headers provide clarity and keyword ideas In what feels like the first new addition to the feature in a long time theres now a header on top of each snippet which states the question its set out to answer. With reports of headers on solo snippets (and People also search for boxes attached to the bottom will this madness never end?!) this may be a sneak peek at the new norm. Instead of relying on guesses alone we can turn to these headers for what a searcher is likely looking for well trust in Googles excellent consumer research. Using our [general liability insurance policy] example once more Google points us to what is general liabilities insurance and what does a business insurance policy cover as good interpretations. Because these headers effectively turn ambiguous statements into clear questions we werent surprised to see words like how and what appear in more than 80 percent of them. This trend falls in line with keywords that typically produce snippets which we touched on earlier. So not only does a second snippet mean double the goodness that you usually get with just one it also means more insight into intent and another keyword to track and optimize for. Both snippets prefer paragraph formatting Next it was time to give formatting a look-see to determine whether the snippets appearing in twos behave any differently than their solo counterparts. To do that we gathered every snippet on our double-snippet SERPs and compared them against our November 2017 data back when pairs werent a thing. While Googles order of preference is the same for both paragraphs lists and then tables paragraph formatting was the clear favorite on our two-snippet SERPs. It follows then that the most common pairing of snippets was paragraph-paragraph this appeared on 85.68 percent of our SERPs. The least common at 0.31 percent was the table-table coupling. We can give two reasons for this behavior. One if a query can have multiple interpretations it makes sense that a paragraph answer would provide the necessary space to explain each of them and two Google really doesnt like tables. We saw double-snippet testing in action When looking at the total number of snippets we had on hand we realised that the only way everything added up was if a few SERPs had more than two snippets. And lo! Eleven of our keywords returned anywhere from six to 12 snippets. For a hot minute we were concerned that Google was planning a full-SERP snippet takeover but when we searched those keywords a few days later we discovered that wed caught testing in action. Heres what we saw play out for the keyword [severe lower back pain]: After testing six variations Google decided to stick with the first two snippets. Whether this is a matter of top-of-the-SERP results getting the most engagement no matter what or the phrasing of these questions resonating with searchers the most is hard for us to tell. The multiple snippets appearing for [full-time employment] left us scratching our head a bit: Our best hypothesis is that searchers in Florida NYS Minnesota and Oregon have more questions about full-time employment than other places. But since wed performed a nation-wide search Google seems to have thought better of including location-specific snippets. Share your double-snippet SERP experiences It goes without saying but here we are saying it anyway that well be keeping an eye on the scope of this release and will report back on any new revelations. In the meantime were keen to know what youre seeing. Have you had any double-snippet SERPs yet? Were they in a market outside the US? What keywords were surfacing them? Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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New Facebook Group Management Tools https://ift.tt/2Sljm1B   Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore new Facebook group management tools with special guest Bella Vasta. Watch the Social Media Marketing Talk Show  The post New Facebook Group Management Tools appeared first on Social Media Marketing | Social Media Examiner. Youtube, Direct Messaging
New Facebook Group Management Tools : Social Media Examiner
New Facebook Group Management Tools https://ift.tt/2Sljm1B Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore new Facebook group management tools with special guest Bella Vasta. Watch the Social Media Marketing Talk Show The post New Facebook Group Management Tools appeared first on Social Media Marketing | Social Media Examiner.
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What a Two-Tiered SERP Means for Content Strategy
The Influence of Voice Search on Featured Snippets https://ift.tt/2GDuDJp  Posted by TheMozTeam  This post was originally published on the STAT blog.  We all know that featured snippets provide easy-to-read authoritative answers and that digital assistants love to say them out loud when asked questions.  This means that featured snippets have an impact on voice search  bad snippets or no snippets at all and digital assistants struggle. By that logic: Create a lot of awesome snippets and win the voice search race. Right?  Right but theres actually a far more interesting angle to examine  one that will help you nab more snippets and optimize for voice search at the same time. In order to explore this we need to make like Doctor Who and go back in time.  From typing to talking  Back when dinosaurs roamed the earth and queries were typed into search engines via keyboards people adapted to search engines by adjusting how they performed queries. We pulled out unnecessary words and phrases like the of and well and which created truncated requests  robotic-sounding searches for a robotic search engine.  From this we may be inclined to format all of our best and how to keyword content into lists. But as you can see in the chart above paragraphs and tables are still appearing here and we could be leaving snippets on the table by ignoring them. If we have time well dig into which keywords those formats are a better fit for and why.  Get tracking  You could be the Wonder Woman of meta descriptions but if you arent optimizing for the right kind of snippets then your contents going to have a harder time getting heard. Building out a voice search-friendly keyword list to track is the first step to lassoing those snippets.  Want to learn how you can do that in STAT? Say hello and request a tailored demo.  Need more snippets in your life? We dug into Googles double-snippet SERPs for you  double the snippets double the fun.  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Interesting Stuff, Search Optimization, Talking Back, The Voice, Info
The Influence of Voice Search on Featured Snippets
The Influence of Voice Search on Featured Snippets https://ift.tt/2GDuDJp Posted by TheMozTeam This post was originally published on the STAT blog. We all know that featured snippets provide easy-to-read authoritative answers and that digital assistants love to say them out loud when asked questions. This means that featured snippets have an impact on voice search bad snippets or no snippets at all and digital assistants struggle. By that logic: Create a lot of awesome snippets and win the voice search race. Right? Right but theres actually a far more interesting angle to examine one that will help you nab more snippets and optimize for voice search at the same time. In order to explore this we need to make like Doctor Who and go back in time. From typing to talking Back when dinosaurs roamed the earth and queries were typed into search engines via keyboards people adapted to search engines by adjusting how they performed queries. We pulled out unnecessary words and phrases like the of and well and which created truncated requests robotic-sounding searches for a robotic search engine. From this we may be inclined to format all of our best and how to keyword content into lists. But as you can see in the chart above paragraphs and tables are still appearing here and we could be leaving snippets on the table by ignoring them. If we have time well dig into which keywords those formats are a better fit for and why. Get tracking You could be the Wonder Woman of meta descriptions but if you arent optimizing for the right kind of snippets then your contents going to have a harder time getting heard. Building out a voice search-friendly keyword list to track is the first step to lassoing those snippets. Want to learn how you can do that in STAT? Say hello and request a tailored demo. Need more snippets in your life? We dug into Googles double-snippet SERPs for you double the snippets double the fun. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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SEO Channel Context: An Analysis of Growth Opportunities
Make sense of your data with these essential keyword segments https://ift.tt/2NhLLop  Posted by TheMozTeam  This blog post was originally published on the STAT blog.  The first step to getting the most out of your SERP data is smart keyword segmentation  it surfaces targeted insights that will help you make data-driven decisions.  But knowing what to segment can feel daunting especially when youre working with thousands of keywords. Thats why were arming you with a handful of must-have tags.  Follow along as we walk through the different kinds of segments in STAT how to create them and which tags youll want to get started with. Youll be a fanciful segment connoisseur by the time were through!  Segmentation in STAT  In STAT keyword segments are called tags and come as two different types: standard or dynamic.  Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics  like term (brand product type etc) location or device. Standard tags are static so the keywords that populate those segments wont change unless you manually add or remove them.  Dynamic tags on the other hand are a fancier kind of tag based on filter criteria. Just like a smart playlist dynamic tags automatically populate with all of the keywords that meet said criteria such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag arent forever  theyll filter in and out depending on the criteria youve set.  How to create a keyword segment  Tags are created in a few easy steps. At the Site level pop over to the Keywords tab click the down arrow on any table column header and then select Filter keywords. From there you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure.  Once your filters are in place simply click Tag All Filtered Keywords enter a new tag name and then pick the tag type best suited to your needs  standard or dynamic  and voila! Youve created your very own segment.  Segments to get you started  Now that you know how to set up a tag its time to explore some of the different segments you can implement and the filter criteria youll need to apply.  Rank and rank movement  Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance making it easy to monitor and report on current and historical trends.  Theres a boatload of rank segments you can set up but heres just a sampling to get you started:  Keywords ranking in position 13; this will identify your top performing keywords.  Keywords ranking in position 1115; this will suss out the low-hanging top of page two fruit in need of a little nudge.  Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP.  Appearance and ownership of SERP features  Whether theyre images carousels or news results SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times like when you manage to snag one they can give you a serious leg up on the competition and drive loads more traffic to your site.  Whatever industry-related SERP features that you want to keep apprised of you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short.  Below are a few segments you can set up for featured snippets and local packs.  Featured snippets  Everyones favourite SERP feature isnt going anywhere anytime soon so it wouldnt be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from:  Keywords with a featured snippet.  Keywords with a paragraph list table and/or carousel snippet.  Keywords with an owned paragraph list table and/or carousel snippet.  Keywords with an unowned paragraph list table and/or carousel snippet.  The first two will allow you to see over-arching snippet trends while the last two will chart your ownership progress.  If you want to know the URL thats won you a snippet just take a peek at the URL column.  Local packs  If youre a brick and mortar business we highly advise creating tags for local packs since they provide a huge opportunity for exposure. These two tags will show you which local packs you have a presence in and which you need to work on  Keywords with an owned local pack.  Keywords with an unowned local pack.  Want all the juicy data squeezed into a local pack like whos showing up and with what URL? We created the Local pack report just for that.  Landing pages subdomains and other important URLs  Whether youre adding new content or implementing link-building strategies around subdomains and landing pages dynamic tags allow you to track and measure page performance see whether your searchers are ending up on the pages you want and match increases in page traffic with specific keywords.  For example are your informational intent keywords driving traffic to your product pages instead of your blog? To check a tag that includes your blog URL will pull in each post that ranks for one of your keywords.  Try these three dynamic tags for starters:  Keywords ranking for a landing page URL.  Keywords ranking for a subdomain URL.  Keywords ranking for a blog URL.  Is a page not indexed yet? Thats okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it.  Location location location  Google cares a lot about location and so should you which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location.  For these its better to go with the standard tag as the search term and location are fixed to the keyword.  Geo-modifier  A geo-modifier is the geographical qualifier that searchers manually include in their query  like in [sushi near me]. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance you can segment by:  Keywords with in [city] in them.  Keywords with near me in them.  The former will show you how you fare for city-wide searches while the latter will let you see if youre meeting the needs of searchers looking for nearby options.  Geo-location  Geo-location is where the keyword is being tracked. More tracked locations mean more searchers SERPs to sample. And the closer you can get to searchers standing on a street corner the more accurate those SERPs will be. This is why we strongly recommend you track in multiple pin-point locations in every market you serve.  Once youve got your tracking strategy in place get your segmentation on. You can filter and tag by:  Keywords tracked in specific locations; this will let you keep tabs on geographical trends.  Keywords tracked in each market; this will allow for market-level research.  Search volume & cost-per-click  Search volume might be a contentious metric thanks to Googles close variants but having a decent idea of what its up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume:  Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic.  Keywords with low search volume; this can actually help reveal conversion opportunities  remember long-tail keywords typically have lower search volumes but higher conversion rates.  Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights  youll know if youre holding the top organic spot for an outrageously high CPC keyword.  As with search volume tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest while low CPC keywords will surface your easiest point of entry into the paid game  queries you can optimize for with less of a fight.  Device type  From screen size to indexing desktop and smartphones produce substantially different SERPs from one another making it essential to track them separately. So filter and tag for:  Keywords tracked on a desktop.  Keywords tracked on a smartphone.  Similar to your location segments its best to use the standard tag here.  Go crazy with multiple filters  Weve shown you some really high-level segments but you can actually filter down your keywords even further. In other words you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew!  Want to make talk shop about segmentation or see dynamic tags in action? Say hello (dont be shy) and request a demo.  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Keyword Ranking, Content Analysis, Data
Make Sense of Your Data with These Essential Keyword Segments
Make sense of your data with these essential keyword segments https://ift.tt/2NhLLop Posted by TheMozTeam This blog post was originally published on the STAT blog. The first step to getting the most out of your SERP data is smart keyword segmentation it surfaces targeted insights that will help you make data-driven decisions. But knowing what to segment can feel daunting especially when youre working with thousands of keywords. Thats why were arming you with a handful of must-have tags. Follow along as we walk through the different kinds of segments in STAT how to create them and which tags youll want to get started with. Youll be a fanciful segment connoisseur by the time were through! Segmentation in STAT In STAT keyword segments are called tags and come as two different types: standard or dynamic. Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics like term (brand product type etc) location or device. Standard tags are static so the keywords that populate those segments wont change unless you manually add or remove them. Dynamic tags on the other hand are a fancier kind of tag based on filter criteria. Just like a smart playlist dynamic tags automatically populate with all of the keywords that meet said criteria such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag arent forever theyll filter in and out depending on the criteria youve set. How to create a keyword segment Tags are created in a few easy steps. At the Site level pop over to the Keywords tab click the down arrow on any table column header and then select Filter keywords. From there you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure. Once your filters are in place simply click Tag All Filtered Keywords enter a new tag name and then pick the tag type best suited to your needs standard or dynamic and voila! Youve created your very own segment. Segments to get you started Now that you know how to set up a tag its time to explore some of the different segments you can implement and the filter criteria youll need to apply. Rank and rank movement Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance making it easy to monitor and report on current and historical trends. Theres a boatload of rank segments you can set up but heres just a sampling to get you started: Keywords ranking in position 13; this will identify your top performing keywords. Keywords ranking in position 1115; this will suss out the low-hanging top of page two fruit in need of a little nudge. Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP. Appearance and ownership of SERP features Whether theyre images carousels or news results SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times like when you manage to snag one they can give you a serious leg up on the competition and drive loads more traffic to your site. Whatever industry-related SERP features that you want to keep apprised of you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short. Below are a few segments you can set up for featured snippets and local packs. Featured snippets Everyones favourite SERP feature isnt going anywhere anytime soon so it wouldnt be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from: Keywords with a featured snippet. Keywords with a paragraph list table and/or carousel snippet. Keywords with an owned paragraph list table and/or carousel snippet. Keywords with an unowned paragraph list table and/or carousel snippet. The first two will allow you to see over-arching snippet trends while the last two will chart your ownership progress. If you want to know the URL thats won you a snippet just take a peek at the URL column. Local packs If youre a brick and mortar business we highly advise creating tags for local packs since they provide a huge opportunity for exposure. These two tags will show you which local packs you have a presence in and which you need to work on Keywords with an owned local pack. Keywords with an unowned local pack. Want all the juicy data squeezed into a local pack like whos showing up and with what URL? We created the Local pack report just for that. Landing pages subdomains and other important URLs Whether youre adding new content or implementing link-building strategies around subdomains and landing pages dynamic tags allow you to track and measure page performance see whether your searchers are ending up on the pages you want and match increases in page traffic with specific keywords. For example are your informational intent keywords driving traffic to your product pages instead of your blog? To check a tag that includes your blog URL will pull in each post that ranks for one of your keywords. Try these three dynamic tags for starters: Keywords ranking for a landing page URL. Keywords ranking for a subdomain URL. Keywords ranking for a blog URL. Is a page not indexed yet? Thats okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it. Location location location Google cares a lot about location and so should you which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location. For these its better to go with the standard tag as the search term and location are fixed to the keyword. Geo-modifier A geo-modifier is the geographical qualifier that searchers manually include in their query like in [sushi near me]. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance you can segment by: Keywords with in [city] in them. Keywords with near me in them. The former will show you how you fare for city-wide searches while the latter will let you see if youre meeting the needs of searchers looking for nearby options. Geo-location Geo-location is where the keyword is being tracked. More tracked locations mean more searchers SERPs to sample. And the closer you can get to searchers standing on a street corner the more accurate those SERPs will be. This is why we strongly recommend you track in multiple pin-point locations in every market you serve. Once youve got your tracking strategy in place get your segmentation on. You can filter and tag by: Keywords tracked in specific locations; this will let you keep tabs on geographical trends. Keywords tracked in each market; this will allow for market-level research. Search volume & cost-per-click Search volume might be a contentious metric thanks to Googles close variants but having a decent idea of what its up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume: Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic. Keywords with low search volume; this can actually help reveal conversion opportunities remember long-tail keywords typically have lower search volumes but higher conversion rates. Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights youll know if youre holding the top organic spot for an outrageously high CPC keyword. As with search volume tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest while low CPC keywords will surface your easiest point of entry into the paid game queries you can optimize for with less of a fight. Device type From screen size to indexing desktop and smartphones produce substantially different SERPs from one another making it essential to track them separately. So filter and tag for: Keywords tracked on a desktop. Keywords tracked on a smartphone. Similar to your location segments its best to use the standard tag here. Go crazy with multiple filters Weve shown you some really high-level segments but you can actually filter down your keywords even further. In other words you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew! Want to make talk shop about segmentation or see dynamic tags in action? Say hello (dont be shy) and request a demo. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
6 Digital Marketing Trends for 2019 and How to Adopt Them https://ift.tt/2Sdrf9y   While the way that businesses have used marketing campaigns over the years has changed the reasons have not. Every business wants to reach their ideal customer just when that customer needs it.  With the constant flux of new technologies the way that companies need to reach these customers has to evolve to make up the difference.  Here are a few tips to help pull your business marketing into the new year and get you more business.  Digital Marketing Trend #1: Omnichannel Marketing  Todays consumer uses multiple channels to research compare buy from and interact with businesses. These can be both online and offline channels and the latter include your own website as well as Amazon eBay Facebook etc.  Connecting the dots between multiple channels ensuring consistent user experience and encouraging the consumer to engage with your brand at every touchpoint across multiple channels is called omnichannel marketing.  The newest research study by BigCommerce offers a detailed look into how different generations of consumers approach omnichannel shopping as well as what they expect from brands throughout their buyers journey.  The takeaways from the study are very interesting:  These days nobody shops exclusively through a single medium  Younger generations use all kinds of media to purchase products but they also know no other way to shop  Younger generations shop in physical stores considerably less (Only 9.6% of Gen Z reports buying items in a physical store) they are more likely to return products and they value speed and ease of shopping experience  With omnichannel presence becoming an expected shopping experience ensure your product placement everywhere you can. Its not just about outright selling: Being everywhere means brand recognizability which is another solid way to increase your ROI in the long run. The most obvious channel your brand needs to be include:  Facebook and Instagram (including FacebookInstagram ads)  Amazon (Remember: Amazon is also a search and product discovery channel so you need to be in its algorithm)  Googles Shopping Actions: Googles multi-channel platform that ensures your buyers consistent experience whichever medium they use to search. For example they can search by voice use voice commands to add products to cart and make the final purchase from the desktop.  Apart from that creating consistent brand presence across multiple platforms is an effective way to build familiarity with the brand and engage customers across many channels more consistently. ContentCal is a solid tool that can help you accomplish just that in a more productive less cost-effective way.  ContentCal allows to cross-post your social media updates across multiple channels as well as set up multi-step delegation and moderation process: Encourage your whole team to add unique social media updates to CantentCals Pinboard and have one (or more) moderator who will ensure the updates align with the brands voice and then easily schedule them via drag-and-dropping functionality.  Digital Marketing Trend #2: Artificial Intelligence and Machine Learning  Artificial Intelligence (AI) is the branch in computer science that is all about teaching the machine to think and act like a human being.  Machine learning is usually what runs behind AI algorithms. While AI is all about basically teaching the machine to replace human beings machine learning is about teaching the machine what a human brains cannot grasp e.g. complex data mining and future predictions based on current patterns.  In many cases machine learning and AI are the two terms that are used interchangeably.  To make it easier to fathom here are a few examples of AI-driven technology we already witness in our digital lives:  Gmail Smart Compose and Smart Reply features allow the user to compose an entire email with AI based on past emails and typing habits.  LinkedIn prompts value-added introductions based on who you interacted in the past.  Facebook Messenger sends auto-responses to your Facebook followers on your brands behalf.  The two well-known pioneers in the AI-empowered marketing are:  Amazon: Using AI to analyze each particular buyers decisions and suggest them products they didnt even know they want or need.  Netflix: Using AI for content recommendations and beyond. Netflix successfully applies AI for product development too. They have analyzed years of viewer data to create successful products of their own including the successful House of Cards show. Put simply thanks to AI Netflix knows what people want before they do.  With each new generation consumers tend to rely on AI-powered algorithms for product discovery more and more. BigCommerce has found that consumers in the age range between 18 and 23 heavily rely on AI-powered personalized product recommendations seeing ads on social media and engaging with a brands social channels.  One of the best ways to take advantage of machine learning right now is to pick a solid technology partner that already has the technology built in and running in the background.  AI-powered sentiment analysis is the most powerful example of machine learning in action. Todays sentiment analysis software can not only extract mentions that need your attention but also help your teams handle them properly.  Sentione is a solid example of this forward-thinking sentiment analysis approach. It implements machine learning and natural language mechanisms to extract online context around your brand. Next Sentiones AI-powered self-learning agent suggests further action based on the collected data and previous communications with clients:  [Sentiones AI-powered platform is the future of online interaction with the client]  Digital Marketing Trend #3: Voice Search  The emergence and fast adoption of digital home assistants like the Amazon Echo the Google Dot and Apples Homepod is causing the new searching behavior i.e. voice search(also known as conversational search).  These smart devices make searching far easier and entirely hands-free. Alexa when is the next movie time for The Avengers? Its that easy.  With nearly 40% of adults using voice search a day back in 2016 this technology adoption is quickly increasing over time as it becomes more intuitive and reliable. Dominos has taken the lead incorporating voice search as a way to increase sales.  With voice and on-the-go searching ability online search queries have become longer and more specific. But in reality targeting long-tail queries is only the tip of the iceberg. Google had been preparing its algorithm for natural-language searching for ages now. After its Hummingbird update and Rankbrain announcement we have seen just a few hints at what Google is working on.  Thanks to machine learning Google understands intent and context much better now than it used to which means keyword matching useless. These days keyword research is a more complicated process. There are a few smart tools already on the market offering a much more sophisticated approach to keyword research. The two tools I mentioned previously are:  TextOptimizer allows you to optimize content to match Googles (and its users) expectations (i.e. intent) by analyzing search snippets for each query and suggesting the related terms concepts and categories.  [TextOptimizer has a web-based version as well as Google Chrome extension and WordPress plugin]  Serpstat analyzes Googles search engine result pages finds overlapping URLs and groups your keyword lists by relevancy allowing you to discover concepts behind your queries and optimizing for the group of related keywords:  [Read more about keyword clustering here]  Both the suites represent the new generation of SEO software allowing you to analyze and optimize beyond keyword matching to better optimize your content and to prepare for any kind of search behavior (be it typed words or voice commands).  Digital Marketing Trend #4: Personalized Marketing  Personalized marketing means providing individualized user experience targeting each separate user of your site or subscriber to your email list.  According to Evergage nearly 96% of consumers agree that personalized marketing fosters relationship building with the brand. Forrester has found that almost 80% of consumers have recommended or paid more for a product thanks to a personalized service or experience.  Despite what you may have heard increasing security and privacy concerns are not going to kill personalized marketing. Todays consumer expects to receive personalized experience and is ready to give away their personal data in return.  BigCommerce has found that younger generations of consumers dont mind sharing their personal data in return for perks and personalized experience:  Sites like Netflix Amazon and Pinterest not to mention Google and Facebook all use personalized marketing campaigns. They mine your search history what you liked and didnt like and provide recommendations for similar products you didnt even intend to buy.  Digital Marketing Trend #5: Video Marketing and Influencer Marketing  While YouTube is what many people think of first video marketing can be utilized across social media platforms like Facebook LinkedIn and Instagram stories and Snapchat.  If your videos are short concise and entertaining people will be more likely to share them on other social media sites.  This can have a more substantial impact if an influencer is well-known on the platform and can put their hat into the ring. These leaders of the industries can help spread the word for your products or content quickly.  Know your target audience find where they are and get to work. For more details and tips on various influencer marketing tactics check out these resources:  How to Boost On-Site Conversions with Influencer Content  How to Get the Most Out of Instagram Influencers for Your Affiliate Program  How to Leverage Influencer Outreach to Build a Better Blog Post  Digital Marketing Trend #6: Visual Search  With the increased availability of smartphones and on-the-go access to the Internet the searching capabilities are evolving.  While voice search eliminates the need for typing your keywords in a search box and even the screen to interact with the results visual search transforms the concept of the keyword itself. You dont need words: You can search by showing the picture.  Apps like Google Lens make it possible to use your camera as a search tool. Landmarks clothes art books business cards can all be searched through a single image. Product prices reviews and retailers can be found through a picture of a book or a picture of clothing.  The best ways to make the most of visual search are:  Publicize high-quality visuals across your social media channels  Ensure your product pages have a good variety of high-quality images  Make sure those images are well optimized for search engines.  Apart from that implementing /Product schema for images is another smart step to make. This will add ecommerce context to your images right inside Google Image search:  Conclusion  In 2019 the way consumers search for information and shop has evolved to include AI-powered personalization advanced segmentation and new content types slowly incorporating more of these new technologies.  These new technological advances have amazing potential within the marketing sector if you know how to use them to your advantage. With so many other businesses you are competing against across your industry the faster you learn how to utilize new techniques (including voice and visual search as well as personalization and influencer marketing) the more competitive your business becomes.  For video and personalized marketing revisiting your current strategy and altering it to fit the needs of your audience is essential. Whatever technique you decide to use moving forward keep yourself informed of new advances to keep your business ahead of the game.  The post 6 Digital Marketing Trends for 2019 and How to Adopt Them appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting. Digital Marketing Strategy, Social Media Consultant, Digital Marketing Trends, Social Media Updates, Marketing Trends
6 Digital Marketing Trends for 2019
6 Digital Marketing Trends for 2019 and How to Adopt Them https://ift.tt/2Sdrf9y While the way that businesses have used marketing campaigns over the years has changed the reasons have not. Every business wants to reach their ideal customer just when that customer needs it. With the constant flux of new technologies the way that companies need to reach these customers has to evolve to make up the difference. Here are a few tips to help pull your business marketing into the new year and get you more business. Digital Marketing Trend #1: Omnichannel Marketing Todays consumer uses multiple channels to research compare buy from and interact with businesses. These can be both online and offline channels and the latter include your own website as well as Amazon eBay Facebook etc. Connecting the dots between multiple channels ensuring consistent user experience and encouraging the consumer to engage with your brand at every touchpoint across multiple channels is called omnichannel marketing. The newest research study by BigCommerce offers a detailed look into how different generations of consumers approach omnichannel shopping as well as what they expect from brands throughout their buyers journey. The takeaways from the study are very interesting: These days nobody shops exclusively through a single medium Younger generations use all kinds of media to purchase products but they also know no other way to shop Younger generations shop in physical stores considerably less (Only 9.6% of Gen Z reports buying items in a physical store) they are more likely to return products and they value speed and ease of shopping experience With omnichannel presence becoming an expected shopping experience ensure your product placement everywhere you can. Its not just about outright selling: Being everywhere means brand recognizability which is another solid way to increase your ROI in the long run. The most obvious channel your brand needs to be include: Facebook and Instagram (including FacebookInstagram ads) Amazon (Remember: Amazon is also a search and product discovery channel so you need to be in its algorithm) Googles Shopping Actions: Googles multi-channel platform that ensures your buyers consistent experience whichever medium they use to search. For example they can search by voice use voice commands to add products to cart and make the final purchase from the desktop. Apart from that creating consistent brand presence across multiple platforms is an effective way to build familiarity with the brand and engage customers across many channels more consistently. ContentCal is a solid tool that can help you accomplish just that in a more productive less cost-effective way. ContentCal allows to cross-post your social media updates across multiple channels as well as set up multi-step delegation and moderation process: Encourage your whole team to add unique social media updates to CantentCals Pinboard and have one (or more) moderator who will ensure the updates align with the brands voice and then easily schedule them via drag-and-dropping functionality. Digital Marketing Trend #2: Artificial Intelligence and Machine Learning Artificial Intelligence (AI) is the branch in computer science that is all about teaching the machine to think and act like a human being. Machine learning is usually what runs behind AI algorithms. While AI is all about basically teaching the machine to replace human beings machine learning is about teaching the machine what a human brains cannot grasp e.g. complex data mining and future predictions based on current patterns. In many cases machine learning and AI are the two terms that are used interchangeably. To make it easier to fathom here are a few examples of AI-driven technology we already witness in our digital lives: Gmail Smart Compose and Smart Reply features allow the user to compose an entire email with AI based on past emails and typing habits. LinkedIn prompts value-added introductions based on who you interacted in the past. Facebook Messenger sends auto-responses to your Facebook followers on your brands behalf. The two well-known pioneers in the AI-empowered marketing are: Amazon: Using AI to analyze each particular buyers decisions and suggest them products they didnt even know they want or need. Netflix: Using AI for content recommendations and beyond. Netflix successfully applies AI for product development too. They have analyzed years of viewer data to create successful products of their own including the successful House of Cards show. Put simply thanks to AI Netflix knows what people want before they do. With each new generation consumers tend to rely on AI-powered algorithms for product discovery more and more. BigCommerce has found that consumers in the age range between 18 and 23 heavily rely on AI-powered personalized product recommendations seeing ads on social media and engaging with a brands social channels. One of the best ways to take advantage of machine learning right now is to pick a solid technology partner that already has the technology built in and running in the background. AI-powered sentiment analysis is the most powerful example of machine learning in action. Todays sentiment analysis software can not only extract mentions that need your attention but also help your teams handle them properly. Sentione is a solid example of this forward-thinking sentiment analysis approach. It implements machine learning and natural language mechanisms to extract online context around your brand. Next Sentiones AI-powered self-learning agent suggests further action based on the collected data and previous communications with clients: [Sentiones AI-powered platform is the future of online interaction with the client] Digital Marketing Trend #3: Voice Search The emergence and fast adoption of digital home assistants like the Amazon Echo the Google Dot and Apples Homepod is causing the new searching behavior i.e. voice search(also known as conversational search). These smart devices make searching far easier and entirely hands-free. Alexa when is the next movie time for The Avengers? Its that easy. With nearly 40% of adults using voice search a day back in 2016 this technology adoption is quickly increasing over time as it becomes more intuitive and reliable. Dominos has taken the lead incorporating voice search as a way to increase sales. With voice and on-the-go searching ability online search queries have become longer and more specific. But in reality targeting long-tail queries is only the tip of the iceberg. Google had been preparing its algorithm for natural-language searching for ages now. After its Hummingbird update and Rankbrain announcement we have seen just a few hints at what Google is working on. Thanks to machine learning Google understands intent and context much better now than it used to which means keyword matching useless. These days keyword research is a more complicated process. There are a few smart tools already on the market offering a much more sophisticated approach to keyword research. The two tools I mentioned previously are: TextOptimizer allows you to optimize content to match Googles (and its users) expectations (i.e. intent) by analyzing search snippets for each query and suggesting the related terms concepts and categories. [TextOptimizer has a web-based version as well as Google Chrome extension and WordPress plugin] Serpstat analyzes Googles search engine result pages finds overlapping URLs and groups your keyword lists by relevancy allowing you to discover concepts behind your queries and optimizing for the group of related keywords: [Read more about keyword clustering here] Both the suites represent the new generation of SEO software allowing you to analyze and optimize beyond keyword matching to better optimize your content and to prepare for any kind of search behavior (be it typed words or voice commands). Digital Marketing Trend #4: Personalized Marketing Personalized marketing means providing individualized user experience targeting each separate user of your site or subscriber to your email list. According to Evergage nearly 96% of consumers agree that personalized marketing fosters relationship building with the brand. Forrester has found that almost 80% of consumers have recommended or paid more for a product thanks to a personalized service or experience. Despite what you may have heard increasing security and privacy concerns are not going to kill personalized marketing. Todays consumer expects to receive personalized experience and is ready to give away their personal data in return. BigCommerce has found that younger generations of consumers dont mind sharing their personal data in return for perks and personalized experience: Sites like Netflix Amazon and Pinterest not to mention Google and Facebook all use personalized marketing campaigns. They mine your search history what you liked and didnt like and provide recommendations for similar products you didnt even intend to buy. Digital Marketing Trend #5: Video Marketing and Influencer Marketing While YouTube is what many people think of first video marketing can be utilized across social media platforms like Facebook LinkedIn and Instagram stories and Snapchat. If your videos are short concise and entertaining people will be more likely to share them on other social media sites. This can have a more substantial impact if an influencer is well-known on the platform and can put their hat into the ring. These leaders of the industries can help spread the word for your products or content quickly. Know your target audience find where they are and get to work. For more details and tips on various influencer marketing tactics check out these resources: How to Boost On-Site Conversions with Influencer Content How to Get the Most Out of Instagram Influencers for Your Affiliate Program How to Leverage Influencer Outreach to Build a Better Blog Post Digital Marketing Trend #6: Visual Search With the increased availability of smartphones and on-the-go access to the Internet the searching capabilities are evolving. While voice search eliminates the need for typing your keywords in a search box and even the screen to interact with the results visual search transforms the concept of the keyword itself. You dont need words: You can search by showing the picture. Apps like Google Lens make it possible to use your camera as a search tool. Landmarks clothes art books business cards can all be searched through a single image. Product prices reviews and retailers can be found through a picture of a book or a picture of clothing. The best ways to make the most of visual search are: Publicize high-quality visuals across your social media channels Ensure your product pages have a good variety of high-quality images Make sure those images are well optimized for search engines. Apart from that implementing /Product schema for images is another smart step to make. This will add ecommerce context to your images right inside Google Image search: Conclusion In 2019 the way consumers search for information and shop has evolved to include AI-powered personalization advanced segmentation and new content types slowly incorporating more of these new technologies. These new technological advances have amazing potential within the marketing sector if you know how to use them to your advantage. With so many other businesses you are competing against across your industry the faster you learn how to utilize new techniques (including voice and visual search as well as personalization and influencer marketing) the more competitive your business becomes. For video and personalized marketing revisiting your current strategy and altering it to fit the needs of your audience is essential. Whatever technique you decide to use moving forward keep yourself informed of new advances to keep your business ahead of the game. The post 6 Digital Marketing Trends for 2019 and How to Adopt Them appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
The (Social Media) Marketing Trends You Need to Understand Today  Podcast Ep. 136 http://bit.ly/2NdMLKi   Social media keeps changing and thats exactly why it is a constant fight to keep up with latest social media marketing trends. It seems that every few weeks you hear that Facebook has some new algorithm that messes up all the energy youve been putting into it. Then a new feature appears and everyone tells...  Read More   The post The (Social Media) Marketing Trends You Need to Understand Today  Podcast Ep. 136 authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer. Marketing Strategy Social Media, Social Media Marketing Trends, Sales And Marketing
The (Social Media) Marketing Trends You Need to Understand Today [Matt Navarra Interview] - Your Digital Marketing Coach with Neal Schaffer
The (Social Media) Marketing Trends You Need to Understand Today Podcast Ep. 136 http://bit.ly/2NdMLKi Social media keeps changing and thats exactly why it is a constant fight to keep up with latest social media marketing trends. It seems that every few weeks you hear that Facebook has some new algorithm that messes up all the energy youve been putting into it. Then a new feature appears and everyone tells... Read More The post The (Social Media) Marketing Trends You Need to Understand Today Podcast Ep. 136 authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
What Would You Do If Your Contest Went Viral? http://bit.ly/2TTEeyE   If your creative social media contest gets larger than you've anticipated what do you do? Learn and address any issues before you have them.  READ MORE >>  The post What Would You Do If Your Contest Went Viral? authored by Carolyn Wilman appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer. Products, People, Ayurveda, Care, Social Media Manager
Carolyn Wilman
What Would You Do If Your Contest Went Viral? http://bit.ly/2TTEeyE If your creative social media contest gets larger than you've anticipated what do you do? Learn and address any issues before you have them. READ MORE >> The post What Would You Do If Your Contest Went Viral? authored by Carolyn Wilman appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
3 Instagram Marketing Mistakes and How to Fix Them http://bit.ly/2DNCznm   Is your Instagram marketing working? Wondering if youre making mistakes that could hurt you? In this article we asked some of todays top Instagram marketers to share common mistakes they see and how to avoid them. #1: Using Instagram Hashtags Incorrectly In 2018 Instagram finally allowed hashtags in a profiles bio description to be clickable  The post 3 Instagram Marketing Mistakes and How to Fix Them appeared first on Social Media Marketing | Social Media Examiner. Social Media Success
3 Instagram Marketing Mistakes and How to Fix Them : Social Media Examiner
3 Instagram Marketing Mistakes and How to Fix Them http://bit.ly/2DNCznm Is your Instagram marketing working? Wondering if youre making mistakes that could hurt you? In this article we asked some of todays top Instagram marketers to share common mistakes they see and how to avoid them. #1: Using Instagram Hashtags Incorrectly In 2018 Instagram finally allowed hashtags in a profiles bio description to be clickable The post 3 Instagram Marketing Mistakes and How to Fix Them appeared first on Social Media Marketing | Social Media Examiner.
How to Get Leads With Facebook Messenger Ads http://bit.ly/2SJdUuI   Want to generate more leads from your Facebook marketing? Have you tried Messenger ads? In this article youll discover how to create Messenger ad campaigns that will generate new leads for your business. A Note on Using Messenger Ad Destinations Before diving into Messenger ads its worth noting that this article isnt about the Messenger  The post How to Get Leads With Facebook Messenger Ads appeared first on Social Media Marketing | Social Media Examiner. Facebook Marketing
How to Get Leads With Facebook Messenger Ads : Social Media Examiner
How to Get Leads With Facebook Messenger Ads http://bit.ly/2SJdUuI Want to generate more leads from your Facebook marketing? Have you tried Messenger ads? In this article youll discover how to create Messenger ad campaigns that will generate new leads for your business. A Note on Using Messenger Ad Destinations Before diving into Messenger ads its worth noting that this article isnt about the Messenger The post How to Get Leads With Facebook Messenger Ads appeared first on Social Media Marketing | Social Media Examiner.
Build a Search Intent Dashboard to Unlock Better Opportunities http://bit.ly/2SGMJki  Posted by scott.taft  We've been talking a lot about search intent this week and if you've been following along youre likely already aware of how search intent is essential for a robust SEO strategy. If however youve ever laboured for hours classifying keywords by topic and search intent only to end up with a ton of data you dont really know what to do with then this post is for you.  Im going to share how to take all that sweet keyword data youve categorized put it into a Power BI dashboard and start slicing and dicing to uncover a ton insights  faster than you ever could before.  Building your keyword list  Every great search analysis starts with keyword research and this one is no different. Im not going to go into excruciating detail about how to build your keyword list. However I will mention a few of my favorite tools that Im sure most of you are using already:  Search Query Report  What better place to look first than the search terms already driving clicks and (hopefully) conversions to your site.  Answer The Public  Great for pulling a ton of suggested terms questions and phrases related to a single search term.  InfiniteSuggest  Like Answer The Public but faster and allows you to build based on a continuous list of seed keywords.  MergeWords  Quickly expand your keywords by adding modifiers upon modifiers.  Grep Words  A suite of keyword tools for expanding pulling search volume and more.  Please note that these tools are a great way to scale your keyword collecting but each will come with the need to comb through and clean your data to ensure all keywords are at least somewhat relevant to your business and audience.  Once I have an initial keyword list built Ill upload it to STAT and let it run for a couple days to get an initial data pull. This allows me to pull the People Also Ask and Related Searches reports in STAT to further build out my keyword list. All in all Im aiming to get to at least 5000 keywords but the more the merrier.  For the purposes of this blog post I have about 19000 keywords I collected for a client in the window treatments space.  Categorizing your keywords by topic  Bucketing keywords into categories is an age-old challenge for most digital marketers but its a critical step in understanding the distribution of your data. One of the best ways to segment your keywords is by shared words. If youre short on AI and machine learning capabilities look no further than a trusty Ngram analyzer. I love to use this Ngram Tool from guidetodatamining.com  it aint much to look at but its fast and trustworthy.  After dropping my 19000 keywords into the tool and analyzing by unigram (or 1-word phrases) I manually select categories that fit with my clients business and audience. I also make sure the unigram accounts for a decent amount of keywords (e.g. I wouldnt pick a unigram that has a count of only 2 keywords).  Using this data I then create a Category Mapping table and map a unigram or trigger word to a Category like the following:  Youll notice that for curtain and drapes I mapped both to the Curtains category. For my clients business they treat these as the same product and doing this allows me to account for variations in keywords but ultimately group them how I want for this analysis.  Using this method I create a Trigger Word-Category mapping based on my entire dataset. Its possible that not every keyword will fall into a category and thats okay  it likely means that keyword is not relevant or significant enough to be accounted for.  Creating a keyword intent map  Similar to identifying common topics by which to group your keywords Im going to follow a similar process but with the goal of grouping keywords by intent modifier.  Search intent is the end goal of a person using a search engine. Digital marketers can leverage these terms and modifiers to infer what types of results or actions a consumer is aiming for.  For example if a person searches for white blinds near me it is safe to infer that this person is looking to buy white blinds as they are looking for a physical location that sells them. In this case I would classify near me as a Transactional modifier. If however the person searched living room blinds ideas I would infer their intent is to see images or read blog posts on the topic of living room blinds. I might classify this search term as being at the Inspirational stage where a person is still deciding what products they might be interested and therefore isnt quite ready to buy yet.  There is a lot of research on some generally accepted intent modifiers in search and I dont intent to reinvent the wheel. This handy guide (originally published in STAT) provides a good review of intent modifiers you can start with.  I followed the same process as building out categories to build out my intent mapping and the result is a table of intent triggers and their corresponding Intent stage.  Intro to Power BI  There are tons of resources on how to get started with the free tool Power BI one of which is from own founder Will Reynolds video series on using Power BI for Digital Marketing. This is a great place to start if youre new to the tool and its capabilities.  Note: its not about the tool necessarily (although Power BI is a super powerful one). Its more about being able to look at all of this data in one place and pull insights from it at speeds which Excel just wont give you. If youre still skeptical of trying a new tool like Power BI at the end of this post I urge you to get the free download from Microsoft and give it a try.  Setting up your data in Power BI  Power BIs power comes from linking multiple datasets together based on common keys." Think back to your Microsoft Access days and this should all start to sound familiar.  Step 1: Upload your data sources  First open Power BI and youll see a button called Get Data in the top ribbon. Click that and then select the data format you want to upload. All of my data for this analysis is in CSV format so I will select the Text/CSV option for all of my data sources. You have to follow these steps for each data source. Click Load for each data source.  Step 2: Clean your data  In the Power BI ribbon menu click the button called Edit Queries." This will open the Query Editor where we will make all of our data transformations.  The main things youll want to do in the Query Editor are the following:  Make sure all data formats make sense (e.g. keywords are formatted as text numbers are formatted as decimals or whole numbers).  Rename columns as needed.  Create a domain column in your Top 20 report based on the URL column.  Close and apply your changes by hitting the "Edit Queries" button as seen above.  Step 3: Create relationships between data sources  On the left side of Power BI is a vertical bar with icons for different views. Click the third one to see your relationships view.  In this view we are going to connect all data sources to our Keywords Bridge table by clicking and dragging a line from the field Keyword in each table and to Keyword in the Keywords Bridge table (note that for the PPC Data I have connected Search Term as this is the PPC equivalent of a keyword as were using here).  The last thing we need to do for our relationships is double-click on each line to ensure the following options are selected for each so that our dashboard works properly:  The cardinality is Many to 1  The relationship is active  The cross filter direction is set to both  We are now ready to start building our Intent Dashboard and analyzing our data.  Building the search intent dashboard  In this section Ill walk you through each visual in the Search Intent Dashboard (as seen below):  Top domains by count of keywords  Visual type: Stacked Bar Chart visual  Axis: Ive nested URL under Domain so I can drill down to see this same breakdown by URL for a specific Domain  Value: Distinct count of keywords  Legend: Result Types  Filter: Top 10 filter on Domains by count of distinct keywords  Keyword breakdown by result type  Visual type: Donut chart  Legend: Result Types  Value: Count of distinct keywords shown as Percent of grand total  Metric Cards  Sum of Distinct MSV  Because the Top 20 report shows each keyword 20 times we need to create a calculated measure in Power BI to only sum MSV for the unique list of keywords. Use this formula for that calculated measure:  Sum Distinct MSV = SUMX(DISTINCT('Table'[Keywords]) FIRSTNONBLANK('Table'[MSV] 0))  Keywords  This is just a distinct count of keywords  Slicer: PPC Conversions  Visual type: Slicer  Drop your PPC Conversions field into a slicer and set the format to Between to get this nifty slider visual.  Tables  Visual type: Table or Matrix (a matrix allows for drilling down similar to a pivot table in Excel)  Values: Here I have Category or Intent Stage and then the distinct count of keywords.  Pulling insights from your search intent dashboard  This dashboard is now a Swiss Army knife of data that allows you to slice and dice to your hearts content. Below are a couple examples of how I use this dashboard to pull out opportunities and insights for my clients.  Where are competitors winning?  With this data we can quickly see who the top competing domains are but whats more valuable is seeing who the competitors are for a particular intent stage and category.  I start by filtering to the Informational stage since it represents the most keywords in our dataset. I also filter to the top category for this intent stage which is Blinds. Looking at my Keyword Count card I can now see that Im looking at a subset of 641 keywords.  Note: To filter multiple visuals in Power BI you need to press and hold the Ctrl button each time you click a new visual to maintain all the filters you clicked previously.  The top competing subdomain here is videos.blinds.com with visibility in the top 20 for over 250 keywords most of which are for video results. I hit ctrlclick on the Video results portion of videos.blinds.com to update the keywords table to only keywords where videos.blinds.com is ranking in the top 20 with a video result.  From all this I can now say that videos.blinds.com is ranking in the top 20 positions for about 30 percent of keywords that fall into the Blinds category and the Informational intent stage. I can also see that most of the keywords here start with how to which tells me that most likely people searching for blinds in an informational stage are looking for how to instructions and that video may be a desired content format.  Where should I focus my time?  Whether youre in-house or at an agency time is always a hit commodity. You can use this dashboard to quickly identify opportunities that you should be prioritizing first  opportunities that can guarantee youll deliver bottom-line results.  To find these bottom-line results were going to filter our data using the PPC conversions slicer so that our data only includes keywords that have converted at least once in our PPC campaigns.  Once I do that I can see Im working with a pretty limited set of keywords that have been bucketed into intent stages but I can continue by drilling into the Transactional intent stage because I want to target queries that are linked to a possible purchase.  Note: Not every keyword will fall into an intent stage if it doesnt meet the criteria we set. These keywords will still appear in the data but this is the reason why your total keyword count might not always match the total keyword count in the intent stages or category tables.  From there I want to focus on those Transactional keywords that are triggering answer boxes to make sure I have good visibility since they are converting for me on PPC. To do that I filter to only show keywords triggering answer boxes. Based on these filters I can look at my keyword table and see most (if not all) of the keywords are installation keywords and I dont see my clients domain in the top list of competitors. This is now an area of focus for me to start driving organic conversions.  Wrap up  Ive only just scratched the surface  theres tons that can can be done with this data inside a tool like Power BI. Having a solid data set of keywords and visuals that I can revisit repeatedly for a client and continuously pull out opportunities to help fuel our strategy is for me invaluable. I can work efficiently without having to go back to keyword tools whenever I need an idea. Hopefully you find this makes building an intent-based strategy more efficient and sound for your business or clients.  Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! Public, Search Term, Keyword Tool, Data Mining, Dataset, Analysis
Build a Search Intent Dashboard to Unlock Better Opportunities
Build a Search Intent Dashboard to Unlock Better Opportunities http://bit.ly/2SGMJki Posted by scott.taft We've been talking a lot about search intent this week and if you've been following along youre likely already aware of how search intent is essential for a robust SEO strategy. If however youve ever laboured for hours classifying keywords by topic and search intent only to end up with a ton of data you dont really know what to do with then this post is for you. Im going to share how to take all that sweet keyword data youve categorized put it into a Power BI dashboard and start slicing and dicing to uncover a ton insights faster than you ever could before. Building your keyword list Every great search analysis starts with keyword research and this one is no different. Im not going to go into excruciating detail about how to build your keyword list. However I will mention a few of my favorite tools that Im sure most of you are using already: Search Query Report What better place to look first than the search terms already driving clicks and (hopefully) conversions to your site. Answer The Public Great for pulling a ton of suggested terms questions and phrases related to a single search term. InfiniteSuggest Like Answer The Public but faster and allows you to build based on a continuous list of seed keywords. MergeWords Quickly expand your keywords by adding modifiers upon modifiers. Grep Words A suite of keyword tools for expanding pulling search volume and more. Please note that these tools are a great way to scale your keyword collecting but each will come with the need to comb through and clean your data to ensure all keywords are at least somewhat relevant to your business and audience. Once I have an initial keyword list built Ill upload it to STAT and let it run for a couple days to get an initial data pull. This allows me to pull the People Also Ask and Related Searches reports in STAT to further build out my keyword list. All in all Im aiming to get to at least 5000 keywords but the more the merrier. For the purposes of this blog post I have about 19000 keywords I collected for a client in the window treatments space. Categorizing your keywords by topic Bucketing keywords into categories is an age-old challenge for most digital marketers but its a critical step in understanding the distribution of your data. One of the best ways to segment your keywords is by shared words. If youre short on AI and machine learning capabilities look no further than a trusty Ngram analyzer. I love to use this Ngram Tool from guidetodatamining.com it aint much to look at but its fast and trustworthy. After dropping my 19000 keywords into the tool and analyzing by unigram (or 1-word phrases) I manually select categories that fit with my clients business and audience. I also make sure the unigram accounts for a decent amount of keywords (e.g. I wouldnt pick a unigram that has a count of only 2 keywords). Using this data I then create a Category Mapping table and map a unigram or trigger word to a Category like the following: Youll notice that for curtain and drapes I mapped both to the Curtains category. For my clients business they treat these as the same product and doing this allows me to account for variations in keywords but ultimately group them how I want for this analysis. Using this method I create a Trigger Word-Category mapping based on my entire dataset. Its possible that not every keyword will fall into a category and thats okay it likely means that keyword is not relevant or significant enough to be accounted for. Creating a keyword intent map Similar to identifying common topics by which to group your keywords Im going to follow a similar process but with the goal of grouping keywords by intent modifier. Search intent is the end goal of a person using a search engine. Digital marketers can leverage these terms and modifiers to infer what types of results or actions a consumer is aiming for. For example if a person searches for white blinds near me it is safe to infer that this person is looking to buy white blinds as they are looking for a physical location that sells them. In this case I would classify near me as a Transactional modifier. If however the person searched living room blinds ideas I would infer their intent is to see images or read blog posts on the topic of living room blinds. I might classify this search term as being at the Inspirational stage where a person is still deciding what products they might be interested and therefore isnt quite ready to buy yet. There is a lot of research on some generally accepted intent modifiers in search and I dont intent to reinvent the wheel. This handy guide (originally published in STAT) provides a good review of intent modifiers you can start with. I followed the same process as building out categories to build out my intent mapping and the result is a table of intent triggers and their corresponding Intent stage. Intro to Power BI There are tons of resources on how to get started with the free tool Power BI one of which is from own founder Will Reynolds video series on using Power BI for Digital Marketing. This is a great place to start if youre new to the tool and its capabilities. Note: its not about the tool necessarily (although Power BI is a super powerful one). Its more about being able to look at all of this data in one place and pull insights from it at speeds which Excel just wont give you. If youre still skeptical of trying a new tool like Power BI at the end of this post I urge you to get the free download from Microsoft and give it a try. Setting up your data in Power BI Power BIs power comes from linking multiple datasets together based on common keys." Think back to your Microsoft Access days and this should all start to sound familiar. Step 1: Upload your data sources First open Power BI and youll see a button called Get Data in the top ribbon. Click that and then select the data format you want to upload. All of my data for this analysis is in CSV format so I will select the Text/CSV option for all of my data sources. You have to follow these steps for each data source. Click Load for each data source. Step 2: Clean your data In the Power BI ribbon menu click the button called Edit Queries." This will open the Query Editor where we will make all of our data transformations. The main things youll want to do in the Query Editor are the following: Make sure all data formats make sense (e.g. keywords are formatted as text numbers are formatted as decimals or whole numbers). Rename columns as needed. Create a domain column in your Top 20 report based on the URL column. Close and apply your changes by hitting the "Edit Queries" button as seen above. Step 3: Create relationships between data sources On the left side of Power BI is a vertical bar with icons for different views. Click the third one to see your relationships view. In this view we are going to connect all data sources to our Keywords Bridge table by clicking and dragging a line from the field Keyword in each table and to Keyword in the Keywords Bridge table (note that for the PPC Data I have connected Search Term as this is the PPC equivalent of a keyword as were using here). The last thing we need to do for our relationships is double-click on each line to ensure the following options are selected for each so that our dashboard works properly: The cardinality is Many to 1 The relationship is active The cross filter direction is set to both We are now ready to start building our Intent Dashboard and analyzing our data. Building the search intent dashboard In this section Ill walk you through each visual in the Search Intent Dashboard (as seen below): Top domains by count of keywords Visual type: Stacked Bar Chart visual Axis: Ive nested URL under Domain so I can drill down to see this same breakdown by URL for a specific Domain Value: Distinct count of keywords Legend: Result Types Filter: Top 10 filter on Domains by count of distinct keywords Keyword breakdown by result type Visual type: Donut chart Legend: Result Types Value: Count of distinct keywords shown as Percent of grand total Metric Cards Sum of Distinct MSV Because the Top 20 report shows each keyword 20 times we need to create a calculated measure in Power BI to only sum MSV for the unique list of keywords. Use this formula for that calculated measure: Sum Distinct MSV = SUMX(DISTINCT('Table'[Keywords]) FIRSTNONBLANK('Table'[MSV] 0)) Keywords This is just a distinct count of keywords Slicer: PPC Conversions Visual type: Slicer Drop your PPC Conversions field into a slicer and set the format to Between to get this nifty slider visual. Tables Visual type: Table or Matrix (a matrix allows for drilling down similar to a pivot table in Excel) Values: Here I have Category or Intent Stage and then the distinct count of keywords. Pulling insights from your search intent dashboard This dashboard is now a Swiss Army knife of data that allows you to slice and dice to your hearts content. Below are a couple examples of how I use this dashboard to pull out opportunities and insights for my clients. Where are competitors winning? With this data we can quickly see who the top competing domains are but whats more valuable is seeing who the competitors are for a particular intent stage and category. I start by filtering to the Informational stage since it represents the most keywords in our dataset. I also filter to the top category for this intent stage which is Blinds. Looking at my Keyword Count card I can now see that Im looking at a subset of 641 keywords. Note: To filter multiple visuals in Power BI you need to press and hold the Ctrl button each time you click a new visual to maintain all the filters you clicked previously. The top competing subdomain here is videos.blinds.com with visibility in the top 20 for over 250 keywords most of which are for video results. I hit ctrlclick on the Video results portion of videos.blinds.com to update the keywords table to only keywords where videos.blinds.com is ranking in the top 20 with a video result. From all this I can now say that videos.blinds.com is ranking in the top 20 positions for about 30 percent of keywords that fall into the Blinds category and the Informational intent stage. I can also see that most of the keywords here start with how to which tells me that most likely people searching for blinds in an informational stage are looking for how to instructions and that video may be a desired content format. Where should I focus my time? Whether youre in-house or at an agency time is always a hit commodity. You can use this dashboard to quickly identify opportunities that you should be prioritizing first opportunities that can guarantee youll deliver bottom-line results. To find these bottom-line results were going to filter our data using the PPC conversions slicer so that our data only includes keywords that have converted at least once in our PPC campaigns. Once I do that I can see Im working with a pretty limited set of keywords that have been bucketed into intent stages but I can continue by drilling into the Transactional intent stage because I want to target queries that are linked to a possible purchase. Note: Not every keyword will fall into an intent stage if it doesnt meet the criteria we set. These keywords will still appear in the data but this is the reason why your total keyword count might not always match the total keyword count in the intent stages or category tables. From there I want to focus on those Transactional keywords that are triggering answer boxes to make sure I have good visibility since they are converting for me on PPC. To do that I filter to only show keywords triggering answer boxes. Based on these filters I can look at my keyword table and see most (if not all) of the keywords are installation keywords and I dont see my clients domain in the top list of competitors. This is now an area of focus for me to start driving organic conversions. Wrap up Ive only just scratched the surface theres tons that can can be done with this data inside a tool like Power BI. Having a solid data set of keywords and visuals that I can revisit repeatedly for a client and continuously pull out opportunities to help fuel our strategy is for me invaluable. I can work efficiently without having to go back to keyword tools whenever I need an idea. Hopefully you find this makes building an intent-based strategy more efficient and sound for your business or clients. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Detecting Link Manipulation and Spam with Domain Authority
Your Definition of Influencer Marketing is WAY Too Narrow: Influence is EVERYWHERE in Social Media  Podcast Ep. 133 http://bit.ly/2TT82M1   About a year ago I announced that I would be writing my next book on influencer marketing The Business of Influence. But rather than creating a blog post about this new book I created a campaign on Publishizer a platform I highly recommend to anyone interested in writing a book. After selling hundreds of books...  Read More   The post Your Definition of Influencer Marketing is WAY Too Narrow: Influence is EVERYWHERE in Social Media  Podcast Ep. 133 authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer. Engagements, Social Media Strategies, Marketing Definition
Influencer Marketing Archives
Your Definition of Influencer Marketing is WAY Too Narrow: Influence is EVERYWHERE in Social Media Podcast Ep. 133 http://bit.ly/2TT82M1 About a year ago I announced that I would be writing my next book on influencer marketing The Business of Influence. But rather than creating a blog post about this new book I created a campaign on Publishizer a platform I highly recommend to anyone interested in writing a book. After selling hundreds of books... Read More The post Your Definition of Influencer Marketing is WAY Too Narrow: Influence is EVERYWHERE in Social Media Podcast Ep. 133 authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
LinkedIn Live Video and Company Page Updates http://bit.ly/2GMyjrq   Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore LinkedIn Live video and company page updates with special guests Viveka von Rosen and Cathy Hackl. Watch  The post LinkedIn Live Video and Company Page Updates appeared first on Social Media Marketing | Social Media Examiner. Linkedin Job, Facebook Ads Manager
LinkedIn Live Video and Company Page Updates : Social Media Examiner
LinkedIn Live Video and Company Page Updates http://bit.ly/2GMyjrq Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore LinkedIn Live video and company page updates with special guests Viveka von Rosen and Cathy Hackl. Watch The post LinkedIn Live Video and Company Page Updates appeared first on Social Media Marketing | Social Media Examiner.
How to Become Iconic: Succeeding by Standing Apart http://bit.ly/2IcJPPe   Want to set yourself apart from others in your industry? Wondering how you can stay top of mind with your customers? To explore how to make your brand iconic in todays world I interview Scott McKain. Scott is a professional speaker and author of the book Create Distinction. His podcast is Project Distinct and his  The post How to Become Iconic: Succeeding by Standing Apart appeared first on Social Media Marketing | Social Media Examiner. Business Coaching, Marketing Podcasts
How to Become Iconic: Succeeding by Standing Apart : Social Media Examiner
How to Become Iconic: Succeeding by Standing Apart http://bit.ly/2IcJPPe Want to set yourself apart from others in your industry? Wondering how you can stay top of mind with your customers? To explore how to make your brand iconic in todays world I interview Scott McKain. Scott is a professional speaker and author of the book Create Distinction. His podcast is Project Distinct and his The post How to Become Iconic: Succeeding by Standing Apart appeared first on Social Media Marketing | Social Media Examiner.