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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.
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
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
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!
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
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 : 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 : Social Media Examiner
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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 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 : 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
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 : 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.