Watch: The State of Internet Marketing in 2019

The internet is the fastest way for any practice to connect with new clients and generate new sources of revenue. For that reason, law firms must invest in digital marketing campaigns that have an impact. Unfortunately, creating these campaigns is easier said than done because today’s clients are complex and unpredictable. That complexity means firms need to be more aggressive in their marketing if they’re to remain visible, viable, and appealing among the multitude of choices clients have at their fingertips.

In this video, we’ll explore what’s happening in legal marketing right now and what’s coming in the year ahead so you can capture more attention, increase your appeal to potential clients, and strengthen your bottom line. In this webinar, you’ll also learn how:

Learning Objectives:

• Emerging digital trends are shifting the landscape of legal marketing and what you can do today that leverages these trends to generate new clients
• The shift in client expectations is forcing law firms to rethink their case acquisition strategies
• Technology is altering how Americans engage with digital content and what your practice must do to keep pace


Peter Webb – Senior Vice President of Sales

Peter Webb is the Senior Vice President of Sales at Scorpion. He has been at the company since its inception and has nearly two decades of experience helping law firms develop tailored marketing and business plans so they can better achieve the growth and case acquisitions they want. He has two daughters and spends time golfing, reading, BBQing, and cooking. Peter currently lives in Southern California, and is often educating attorneys and legal professionals at industry conferences and seminars.

Sponsored by:


The post Watch: The State of Internet Marketing in 2019 appeared first on Law Technology Today.

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Facebook’s Messenger, Instagram and Whatsapp Integration Isn’t Complicated, 8 Things to Know

 8 Things You Should Know About the Facebook Messenger Instagram and WhatsApp Integration

If you have not heard, Facebook revealed that it’s working to incorporate 3 significant chat platforms — — Messenger, Instagram and WhatsApp — in order to permit cross-communication for users.

This is a substantial advancement.

Facebook obtained Instagram in 2012 and WhatsApp in 2014, making this power relocation possible.

The brand-new facilities would keep the 3 applications unique while all at once permitting users to talk with each other, despite their platform.

The job is under advancement and has at least another year till the facilities are incorporated.

Today, here are 8 things you ought to learn about the Facebook Messenger, Instagram and WhatsApp Integration and what it suggests for users, online marketers and companies.

.1. Users Gain a Windfall of Convenience through the Integration.

When taking a look at all of individuals who utilize these apps, Facebook recognized that the procedure might be structured, making life more easy to use.

After revealing the brand-new messenger principle, the business informed The New York Times that they are aiming to “develop the very best messaging experiences we can; and individuals desire messaging to be quickly, easy, personal and trustworthy.”

” We’re dealing with making more of our messaging items end-to-end encrypted and thinking about methods to make it simpler to reach family and friends throughout networks,” stated Facebook.

.2. The Integration’s a Massive Opportunity for Businesses to Reach a Bigger and More Diverse Audience.

Along with the 3 chat applications’ cumulative 2.6 billion users, there is another group that will profit from this app combination: companies.

Think just how much more efficient it will be for companies to connect to consumers on 3 varied chat applications from one chat marketing platform.

With this brand-new upgrade, you will have the ability to reach a bigger, around the world group and invest more time getting in touch with both brand-new and returning consumers.

Soon, not just will you link with the 16-24 year old group that control both Instagram and WhatsApp, however you’ll be able to reach the increasing number of 25 and older users that prosper on Facebook.

And there disappears requirement to stress over how to link international markets, with WhatsApp’s biggest user bases falling in Asia, South America and Europe.

.3. Facebook Expects Major Revenue from the Integration.

The combination opens significantly more income through brand-new organisation services fresh area for marketing stock for Facebook.

This is something the business requires, as they’ve voiced issue over saturated advertisement area over the last few years.

Let’s not forget that advertisement profits is important to the business’s survival also — — in a previous quarter, they drew in $6.2 billion in advertisement profits alone.

Sources likewise meant the possibility of unique functions that users can spend for.

By producing more area for development, Facebook generates larger revenues and more organisation.

.4. Chatbots will Explode in Marketing.

Chat marketing is the most significant chance for online marketers of the next couple of years.

Chat marketing automation mark off a variety of the most user-centric, growth-critical patterns in digital marketing, specifically: expert system, interactivity, automation and customization.

A conversational user interface combined with expert system squashes a service’s conversion barriers and makes it possible for instantaneous customer support.

Already enjoy utilizing chatbots to reach your clients on Facebook Messenger?

Get prepared to switch on those exact same chatbot marketing funnels through WhatsApp and Instagram with little extra effort.

With this combination, companies will have the ability to quickly get in touch with clients around the globe, throughout varied populations, utilizing a single chatbot structure platform.

.5. Organisations Gain an Effective Alternative to Email Marketing’s Declining Engagement.

This combination provides organisations a worldwide channel for direct interaction that’s more easy to use and appealing than e-mail marketing.

Benchmark reports reveal the typical open rate of marketing e-mails is 20%.

The typical click-through rate of those e-mails is a whimpy 2.43%.

Instead, services can delight in 60% to 80% open rates and click rates in between 4x to 10x higher than in e-mail.

This brand-new combination will provide companies a single platform for reaching consumers better than e-mail marketing projects.

.6. Facebook Stands to Rival WeChat through the Integration.

If taking a look at Facebook’s messaging app competitors, there is one application that stands above the rest: WeChat.

This app is utilized throughout China as a multipurpose platform, something that hasn’t been seen in other places due to user fragmentation.

By incorporating all 3 messaging apps however, Facebook will intrude on WeChat’s universality in China and its 1.08 billion regular monthly active users.

.7. Internal Restructuring at Facebook is Underway.

It’s clear that huge modifications cause internal restructuring.

The creators of WhatsApp and Instagram left after Facebook started taking more control over what was formerly their own company.

The New York Times likewise reported team member mentioning this brand-new job as factor for departure from the business.

.8. Online Marketers who Act Fast with Chat Marketing will Gain one of the most.

It is rarely in the tech world that big modifications such as this occurred.

If you’re constructing a unicorn organisation , you’re searching for every benefit.

Dive into MobileMonkey ASAP to incorporate chat into your marketing stack.

Odds are you’ll be the very first in your market to benefit from best-of-class engagement and reaction rates.

Image: MobileMonkey

This post, “ Facebook’s Messenger, Instagram and Whatsapp Integration Isn’t Complicated, 8 Things to Know ” was very first released on Small Business Trends

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❤ 14 Lovely SEO Tips for Valentine’s Day

It’s that time of the year when everybody is feeling deeply in love and thinking about presents and plans for Valentine’s Day. On this special occasion, we thought that a few SEO tips can really help both business owners to get more clients and customers, to buy the perfect gift for the beloved person.


A true love story doesn’t work without its successful ingredients. Same goes with SEO and UX – which is a true love story, SEO & content writing, SEO & PPC, SEO & social media. Different love stories, all bound to succeed if there’s commitment, honesty, transparency and hard work.




SEO can be a nightmare, but also a blast. Getting your website ready for the occasion is a huge deal, so UX, content optimization, social activity, mobile setup, good website architecture should not be missing from your plate.


Below you can see our top SEO tips recommendations for online marketers that want to hook the client and offer beautiful V-Day experiences besides creating a long term relationship.


Find the Correct Timing to Meet Users’ Wishes and Needs
Select the Proper Keywords for the Occasion
Content Optimization Would Be like a Good Catch on Tinder
Speak on Your User’s Language as You’re Speaking to Your Perfect Date
UX Is Your Perfect Match
Don’t Place Content Marketing in the Friend Zone
Create Themed Landing Pages to Look Like a Fancy Location
Use Internal Links to Have a Strong Foundation
Don’t Use Nofollow Links like in a Friend with Benefits Relationship
Use Images for Eye-Contact
Social Media Is Your Wing Man
Setting AMP Is like Offering a Beautiful Valentine’s Day Gift to Your Partner
Have a User-Friendly Website to Create the Most Intimate Atmosphere
Create a Natural Flow on Site Like an Itinerary for Your Loved One

1. Find the Correct Timing to Meet Users’ Wishes and Needs


Correct timing is, just like in every relationship, highly valuable. You have to know when to enter the market and promote your business. For that, you must know your audience and understand their needs and be prepared to offer what they are ready to receive.


Since we’re talking about Valentine’s Day, which we know it’s a seasonal period, the preparations should start at least a month before the official event.


Google Trends can be used as a research tool to see the evolution of searches for different queries and topics. If you take a look at the next screenshot, you can see that the searches for Valentine’s Day start during Christmas.


Valentine's Day trends in Google


Marketers should launch their campaign early; when there’s interest in the trend and they can start to build up on that. 14th of February is the peak of the season. That means most people buy, search and get inspiration on the celebration day as we can see from the screenshot above.  


In addition to the timing topic, we’ve got to mention something we’ve written on the blog a little time ago. You all know that through our hundreds of written articles and tips gathered on the blog, we’ve learned together with you, our readers, some pretty valuable lesson. A few months ago, we talked on our blog about startup fails and gathered digital marketing tips from owners for all sorts of situations. And one of the company had a problem regarding bad timing.


Calxeda, the company that started to provide computers based on the ARM architecture moved faster than their customers’ understanding. They had problems getting in line with clients’ knowledge level.


Finding topics of interest and relevant queries and jumping in the online world at the perfect timing shouldn’t be a painstaking task. In the next digital marketing tips, I’ll show you how to select the right keywords to have an accurate representation of the topic.

2. Select the Proper Keywords for the Occasion


We’ve talked about finding the proper keyword for the occasion. And that implies keyword research. Our top favorites keyword research tools are Google Keyword Planner and Keyword Tool and Content Assistant.


They both can help you get quality keywords recommendations for optimizing your website. Google Keyword Planner aggregates data on average monthly search volume, competition, cost per click, localization. You have to search for a query and the tool will offer some keyword ideas. As you can see in the screenshot below, we could use “Valentine’s Day gifts”, “Valentine’s Day gift ideas” or simply “Valentine’s Day ideas” amongst other combinations.


Google Keyword Planner


For a more segmentation and accuracy on keywords, you can use Keyword Tool and Content Assistant. You have the option to see recommendations based on their typology:

having all terms: which mean you find all the keywords that contain all the combination of words;
phrase match: combination of keywords that contain the query you’ve searched for;
search suggestions: informational type of keywords; (in the tool you can also find brand keywords and commercial keywords)
focus keywords: those keywords that are recommended by Google in the Searches related to your query section, on the first page of search results;
questions: question-type of queries (what, why, how, who, when.. and so on)
or group topic: where you can find groups based on a particularity.


Search Valentine's day in keyword tool


Beside the part where you get keyword ideas and have lots of ways to filter and get what you need, there’s the competitive analysis section. In Ranking Analysis you can find your top competitors for a specific keyword and take inspiration. You can get some topic ideas from your competition, too. Basically see what they are writing, what type of content is ranking for that keyword (product page, homepage, blog post, youtube video and so on), how many words are on a page.


Ranking analysis pentru valentine's day gift


If you look closely on the screenshot, you can see that the searched keyword is commercial, that means the content that answers to this query should be commercial, too. After a full-size study on the market, you are ready for content optimization.

3. Content Optimization Would Be like a Good Catch on Tinder


Content optimization: everybody wants it and needs it, just like a good catch. I think that SEO & content marketing is the perfect marriage. Before SEO found its true love – the content gal – it was all over the internet fooling around together with spammy links, in its black hat SEO period. Everybody has teenage memories, but for SEO, black hat was a tough time.


Content strategy is salvation. It’s a treat! How you try to optimize your content should be a sweet ride, not a bumpy road though. Content Assistant is your best buddy because it shows tips and keyword recommendation. In the screenshot below you can copy-paste the content from your webpage, or simply import the URL. Based on that, you can see keywords you should use once, or more often.


Optimizing articles with Content Assistant


For a smart piece of content, try and add those keywords naturally into the page, as synonyms, or directly instead of other keywords. Get ideas on how easy it is to read and how many words are on a page.


You don’t have to create blockbuster content for Valentine’s Day, you just have to create content that the users want. Try and add pictures and create short sentences, because they are easier to follow.


Below you can see an example of a good page for Valentine’s Day. It has a simple introduction, eye candy images and presentation. Then you can see ideas for the occasion.


Valentines day example of website

4. Speak on Your User’s Language as You’re Speaking to Your Perfect Date


Language, terminology, and context can’t miss from the secret love recipe. As an online marketer you must know your audience, what their needs and ”talk the talk” are.


For enticing the user to convert, you’ll have to speak their language, otherwise, they disappear as fast as they entered the website. Use words they know, don’t overcomplicate the meaning of the sentences or use complex phrases. Avoid insider language.


There are 6 golden rules for speaking the same language as your users:

Write short and simple sentences. There are tools for scanning content and calculating a readability score. Content Assistant has integrated the Flesch–Kincaid readability tests designed to indicate how difficult a passage in English is to understand.


Readability score


Observe word order typology which is Subject + Verb + Object (SVO).
Keep short paragraphs. It is highly important to have “breathable” spaces between paragraphs so that the users can read the article faster and get an idea from all of it. Otherwise, they will be stuck in the introduction, get bored, annoyed and leave the website.
Use the first voice. It would be like talking to somebody, making a conversation and not making assumptions in vain.
Lose the jargon. Valentine’s Day should not use any jargon, or language for a specific niche, or something more technical, because that’s not the case. You need to write for everybody to attract a bigger piece of pie from the market. Make sure the content is using a normal language, understandable to non-specialists or technical persons.
Spell out acronyms on first reference. For example, don’t use the language of millennials.

5. UX Is Your Perfect Match


Self-explanatory: visitors will have a good experience on site if it looks ok, with hearts, cupids; everything is in place and doesn’t take too long to load. Yes, content is a must but it is highly important to have good UX that accompanies it.


Great content with bad user experience would be like a smart date, who arrives looking sloppy; looking like they didn’t prepare for the meeting at all. If that was a real situation it would be like leaving the gym without showering and going out looking sweaty and smelly.


I mean, you had great talks before the meeting, but if they show up like this when they first meet you, it’s like they didn’t make any effort, and basically, don’t care. Which in terms of UX and content, should never happen. You must show interest in the user and really practice it. UX is one way to show it.


UX is like frosting on the cake. It completes it and makes it more appealing. And easier to digest it.


Just take a look at the next screenshot: Can you read the next text? Well actually you can not because of two reasons: one, it’s in a foreign language and two, the diacritics are looking funny.


Diactritics SEO - bad example


UX can arrange your website and make it look better. For Valentine’s Day especially, when everything has to be perfect and look more appealing, it’s important to have an easy-to-read website. That means:

readable font (size and font type);
line and paragraph spacing;
avoiding bright or neon colors for text;
high-quality pictures that load fast on webpages;
creating a high-speed loading website;
not using bright color text on images or textured background with colored text (like the example below)


Neon or Rainbow Colored text and background

6. Don’t Place Content Marketing in the Friend Zone


We’ve previously talked about content optimization and the importance of it. We really hope you didn’t skip it. Content marketing isn’t something you need to miss and it truly needs your attention.


Content marketing isn’t about rewriting history but making it.


For a successful content marketing campaign, you need to put in action all the steps included by this strategic marketing approach, which means creating, publishing, and distributing content. While the first two steps are highly important, a lot of people forget about the last one – distribution.


Content marketing doesn’t mean only the writing process.


Content distribution refers to the way you share your content through online platforms. Amplification is a good technique to reach a wider audience and distribute your content. The good thing about this last step is the fact there are lots of ideas you can implement. Maybe some of the most effective and interesting are the next actions for content amplification:

try email outreach;
use content syndication on websites such as Medium;
post on app to attract new audiences;
share your content on Mix, a replacement to Stumbleupon;

7. Create Themed Landing Pages to Look like a Fancy Location


Having a webpage designed for the occasion will be highly appreciated. For product pages, you can create categories for her and him, for types of gifts, for the longevity of the relationship, for the type of person you want to offer the gift (friend, lover, married partner).  

For example, the website below has designed a love calendar and additional categories gifts by the day such as:

Hug day specials
Flowers for Valentine’s Day
Valentine gift combos
Cakes for Valentine’s Day
Chocolates for Valentine’s Day
Personalized gifts and so on


Valentine's day themed webpage


That is a an example of good practice for an innovative way of presenting Valentine’s Day gift ideas. There are lots of options. Either you use page builder in WordPress to create a template or use different fonts, themed pictures & icons designed by the same template.


Don’t forget the singles! Create a category for single people, too. They might be an unexplored niche for certain products. Being a holiday that is associated with spending money, targeting singles might be an unexpected way to generate new leads and make singles invest money on themselves.

8. Use Internal Links to Have a Strong Foundation


As it has been proven numerous times until now, internal links are rising in popularity. Dawn Anderson says that:


Internal links are often as powerful as external links.

Dawn Anderson

International SEO consultant & Digital Marketing Lecturer Move It/ @dawnieando


Since you’re trying to hook the user and increase their time spent on the website, internal links are the connections you should build.


Internal links are like tree roots. Anchoring in the website ground to collect information to supply the user.


Internal links work in a similar way as external links do. They carry value and can improve the performance for certain pages and make them acquire better positions on search engines. The more internal links pointing to one page of your website, the greater the value of that page within the website. For example, if you a have a page with 10 internal links pointing to it, it will have a higher value than a page with 3 internal links. If you link to another page from that page with 10 internal links, it will pass greater value than linking from the ones that only have 3 links.


To put them into a more romantic lighting, internal links are like memories you create with your better half. There might be times when you find yourself in a situation that is connected to something you experienced as a couple in the past.


For a website, you create internal links to redirect the user to a piece of information that could help them, in addition to what they’re already reading.


Put into another perspective, when a page has no links to it, that page does not exist because no one will ever be able to access it. Internal links can help pages from your website get noticed and receive backlinks.


Site Audit allows you to analyze the internal links and find the issues. For example, you can see orphan pages, which are pages that are not linked to from another section of your site and cannot be found by search engine crawlers.


Orphan pages


A good internal link appears when the needs arises. Basically, if you’re writing about a heart-shaped cake recipe, you can link to similar recipes that would work great with these instructions. Another good example, since we’re talking about heart-shaped cakes, is linking to other articles on how to make icing colors so that the users see how to make red icing or create buttercream flowers or link to products available on site, such as food colors and more.



9. Don’t Use Nofollow Links Like in a Friends with Benefits Relationship


Nofollow links are like those intriguing, already-know-what’s-gonna-happen telenovelas. Some say it’s good, some say it’s bad, but if Google let them on this planet, that means they should exist. An equal distribution of both dofollow and nofollow links is ok. Also, if you have fewer dofollow links still ok. In case you have more dofollow links thank nofollow ones, the situation might not look so bright.


Using only nofollow links will be like a friends-with-benefits relationship. Sooner or later it will blow up in your face, and somebody will get hurt. Most probably you.


On our recent study, we dicovered that unnatural backlink profiles are related to a high number of nofollow links. We analyzed 100,000 unnatural links to see their effect and discovered that websites with highly unnatural backlink profiles have over 70% nofollow links.


Unnatural dofollow links and nofollow links


Since you want to attract visitors on Valentine’s Day and basically rank on Google to gain organic traffic, it’s important not to fall in any trap. Don’t overstep on Google’s shoes, because it can become a bitter mother-in-law.

10. Use Images for Eye-Contact


A relevant and high-quality sized image can attract users and help them remember the information better. A study by Brain Rules shows that people remember only 0% of a piece of information three days later after they hear it, rather than 65% of the information if a relevant image is paired with that same piece. That happens because 70% of all your sensory receptors are in your eyes.


Visual receptors



Images can keep your users more on the site. People can follow directions with text and illustrations 323% times better than people following directions without illustrations.


Using relevant visual content can do your website a lot of good in terms of SEO too. Recently, Google’s John Mueller commented in a hangout that it’s worthwhile to have unique images on each page not only as a good branding move but possibly as a search engine optimization one as well.


People follow instructions with illustrations


Having original images on every page of your website isn’t going to catapult your site to position zero. But, it may help you get your images featured in the answer box or in the image box results, which is great brand exposure.


Valentine’s Day is all about the visuals, beautiful scenery and romantic looks, so you can’t skip this part. The page should express romanticism and give you a warm-hug feeling.


An example of Valentine’s Day campaign for brand awareness that used images as a creative and smart was is Practo, an app for finding the right doctors for your problems. The campaign was called #HealthyBreakups and you can see below some illustrations. It could inspire you to do better campaigns for online advertising.



11. Social Media Is Your Wing Man


Previous studies (proudly conducted with lots of love by us) show that on average, social presences (which includes likes, shares and comments on Facebook, plus shares on Google+, LinkedIn and Pinterest) are negatively associated with site rank, that means the higher the average number of shares, comments and likes on social networking sites, the better ranking websites have in Google.




A proper campaign distributed on social media can have a high impact and collect site traffic and leads. Social Media doesn’t impact SEO directly but rather influences it in an indirect way, on the long run.


The 2017 Total Retail Survey by PWC shows that 47% shoppers choose either “social networks” or “visual social networks” as their main sources of inspiration. And that is a good practice because you can see what others are doing and see what hashtags are trending.


You can create social media marketing campaigns for everything. And the message is very important. If you want to be remembered, you need something short and smart. Take for example the #LoveInOtherWords campaign created by the publishing company Penguin Random House (PRH) in India.


Our love is hard-bound!#LoveInOtherWords#PunnyValentines#ValentinesDay

— Penguin India (@PenguinIndia) February 13, 2016

12. Setting AMP Is like Offering a Beautiful Valentine’s Day Gift to Your Partner


AMP is a good implementation for websites that have a slow loading time. Developers claim that an accelerated mobile page is capable of loading up to 4 times faster than a regular HTML page. AMP is not mandatory, but it is desirable.


Google regularly stated that AMP is a not a ranking factor, but encourages webmasters to build them. As a business owner, you want the best and according to experts, mobile pages built with AMP are likely to outperform existing mobile pages in terms of speed.


AMP setting can be a plus for your website during Valentine’s Day, when you want everything to work smoothly.


13. Have a User-Friendly Website to Create the Most Intimate Atmosphere


A proper strategy for having a user-friendly website is a fundamental part of SEO. Your website needs to be device-friendly especially if we’re talking about sales, because you want sales on Valentine’s Day. And lots of them.


It is a self-understandable fact that mobile searches have increased together with the increase of mobile devices purchased. More than that, Statista has found that mobile traffic globally has a larger share of internet usage than desktop traffic, which is 52.64%.


Percentage of all global web pages served to mobile


As a recommendation, you should have a responsive website. Also, all the well-designed features, pop-ups, and ads appearing in the website must also be very well-thought. Try installing plugins to make the website work smoothly with all the additional information that loads on page for Valentine’s Day.

14. Create a Natural Flow on Site like an Itinerary for Your Loved One


Just like you’re following instructions for getting to the fancy restaurant with your better half on Valentine’s Day, it’s natural to give similar instructions to the users that want to search for information on your site. Site architecture and a well-thought sitemap are in the driver seat of the limousine you could be riding. You are imagining yourself drinking campaign in the limousine, aren’t you? You’re not the only one. [*guilty giggling*]


Using a sitemap doesn’t guarantee that all the items in your sitemap will be crawled and indexed, as Google processes rely on complex algorithms to schedule crawling. However, in most cases, your site will benefit from having a sitemap, and you’ll never be penalized for having one.


A sitemap is where you provide information about your web pages and the connections between them. An XML Sitemap explains to Google how your website is organized. You can create sitemaps and add them in Search Console. 



Search engines like Google read the sitemap file to more intelligently crawl your site. A sitemap tells the crawler which files you think are important in your site. In case you are having any issues regarding your sitemap, use the Site Audit and find out the crawled pages, the included URLs and check sitemaps HTTP status codes.


Sitemap Site Audit




Valentine’s Day is a special occasion that should target both couples and singles for successful results. You need SEO and smart marketing strategy driven by awesome content with good UX, relevant pictures and good architecture on website.


A successful receipt for good rankings and lots of sales on Valentine’s Day requires you to follow our heart-shaped cake receipt. You start from the bottom-up using lots of layers, which includes the site architecture layer, then the UX buttercream filling, the second layer is content marketing covered on top by content and image optimization as the buttercream filling.


For the top, you’ll nead AMP and mobile setting crumb coat and for decorations, you’ll need links icing and social media sprinkles. And there it is: a really nice, clean, smooth SEO layer cake. Of, course you can add more layers, more decorations to it. It all depends on the business.


Good luck “baking” and growing your love and your business!

The post ❤ 14 Lovely SEO Tips for Valentine’s Day appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

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Best Social Media Marketing Tips to Implement Now

Best 25 Social Media Marketing tips to implement now

Social Media Marketing is not a nice to have any more, it’s an absolute must in any marketing strategy and there is no company in this world that can afford to ignore it. Knowing the best social media marketing tips and best practices that work in this very moment is a must.

We all have personal accounts on social media networks, nowadays if you don’t have such an account you do not exist, the same is valid for companies, they should have social media presence. This is not just a transitory tendency, social media has lately become a valuable marketing tool and is here to stay.

As Social Media Examiner in its Industry Report for 2018 highlights: 87% of marketers consider that social media helped them grow their exposure, 78% saw a rise in their traffic and 53 % sustain their sales were improved through social media marketing activities.

Benefits of social media marketing tips

Social Media Industry Report. Source: Social Media Examiner Report

Taking advantage of social media to grow a business is not exactly the easiest of tasks, but more and more companies are doing it and some even brilliantly. If you are planning to manage social media marketing for your clients or for your own company, here is a list of important tips you need to be acknowledged of and these will guide you towards the next level:

1. Your marketing strategy should include a social media strategy

Having a business strategy, a marketing strategy and furthermore a social media strategy seems to be still an alien concept for some entrepreneurs and business involved persons. It happens more often than expected to ask a business owner “Do you have a marketing strategy?” and receive an answer like “Yes, of course, it is in my head, I just have to put it together…”. Uh, splendid, just that there is some news… having a sort of idea about the strategy in “your head” does not qualify as strategy. Full stop! End of discussion!

The importance of a clearly written marketing strategy is not the subject of this article, but since we have to start from the foundation, this is the starting point: a coherent marketing strategy that includes the social media strategy, with SMART goals and media channels to be considered.

Use social media statistics to tailor your social media strategy according to your business needs. Select and target the channels where your audience is present and just those that have the best ROI for you. Concentrate your efforts on 3-4 channels and do it consistently, don’t try to be present on each and every social media network as there are great chances of being counterproductive.

2. Audit your social media presence

Before updating your strategy yearly, an audit of the social media presence is needed. Take the effort to investigate how your profiles are standing according to the latest social media best practices. Research your industry performers and verify their online social presence and see what performing elements they use.

Social Media Audit is the foundation of a successful strategy so, don’t skip it.

3. Draw a strategy and an implementation plan for each social media channel

Strategy for each social media channel

Maybe continuously emphasizing on the importance of strategy and plan seems useless to you, but the reality is that each business needs to know which are its objectives and how its limited resources are to be used in order to generate the best results. A plan and strategy are useful as they indicate the steps and actions to be executed, they give you direction.

It’s not an option to blindly immerse yourself into the social media game, just to find yourself busy, without objectives and return on investment activities. You should be able to answer to questions like why does your business use social media (just because everyone does is not the answer); why is your business present on a certain channel like Facebook or Pinterest; why did you choose Pinterest or Facebook? what type of content you want to publish? how often? The strategy offers answers to these questions.

Having strategy, implementation plan and calendars will ease the tasks of execution and increase your chances of reaching your goals faster and cheaper.

4. Be present on the social networks where your audience is

Being present on already famous social networks is not an issue any more. You just need to adjust your presence in function of your audience, be present where she is present. If your audience moves on new, less known networks you should consider installing your presence there also.

Give a chance to less known social networks like Snapchat, Medium, etc. since and when they fit your goals and those of your audience.

5. Optimize your social media accounts and posts

Like all your online presence, your social media accounts and posts should be optimized, as their algorithms are almost similar to that of search engines.

Optimize social media account and posts

For your social media posts use common keywords, relevant words that your audience use in her searches related to your niche. This tactic will make your content more searchable and easier to find. Do yourself a favour and facilitate the task of search engines. This social media marketing tip worth its weight in gold, so don’t ignore it.

Some social media optimization useful tips can be found on CoSchedule blog “How to Increase Visibility With Social Media Optimization

6. On the social media channels you choose, have a bold presence, post consistently

“Work hard, work smart and work consistent” is a dictum that applies greatly to social media marketing. Sending a Pin or a Tweet once in a while, equals zero, if you want results, traffic increased, expanding number of followers, likes, shares, etc. you have to post several times a day and be consequent. Being constantly in front of your audience is a must, otherwise you will likely lose her attention.

7. Tailor your social media posts for your buyer personas

Your audience is composed of multiple segments and thus buyer personas. Consequently, you should create content for each of your buyer personas. If you have consultants, bloggers and small and medium enterprises as your clients, it’s pretty obvious they will have different interests and will engage with different content.

A good tactic to raise engagement is to filter your social media audience in function of demographics, interests, domain of activity and deliver targeted posts. For example, a post like “How to double your consultancy rate in two months” will not be of interest for a start-up that sells yoga mats on Amazon.

8. Post and share only top-quality content

Share just the highest quality content

Even if quantity is required on social media, under the form of consistency, the quality of the shared material is even more important and this is among the social media marketing tips to remember. Your audience will share, tweet, pin, etc. only content that appeals to her, that she considers relevant and interesting. The audience will appreciate primarily just the content that has intrinsic value, from her own point of view.

Publish only the content that provides the best value you can offer, not everything you produce. Share valuable content published by influencers and reputable sources in your industry, not just your own.

9. Answer, engage and interact with your audience

It’s simply not enough to share links all day long on social media. As the name states, you have to be social and socialize, interact regularly with other users. It’s a chance to literally speak with your clients and get insights of which are their problems with your products/services and how to solve them. Get in conversations, reply to other posts, link to other posts, answer to questions, invite your audience to interact, encourage a two ways communication.

That’s the much-preached engagement – provoke reactions and respond, ask for feedback and opinions.

10. Use appealing visuals

The old diction “an image makes more than a 1000 word” is more valid than ever and particularly for social media. Visual content statistics come to support the idea that visual content is gaining momentum and is considered by far more entertaining. 80% of marketers use visual assets in their social media marketing, with video claiming 63%. Also, Cisco sustains that by 2021, 82% of global traffic will be referred by video content.

That visuals and images are extremely powerful in social media there is no doubt, Pinterest, a visual search engine is the obvious evidence. Instagram and Pinterest generate the highest rate of engagement, primarily thanks to visual content.

The explosion of high quality visuals is due to technology and user-friendly applications like Canva, Adobe Spark, Pixlr or PicMonkey. A collection of graphic apps that can support your social media design efforts can be consulted in this blog.

High Quality visuals are gaining momentum

11. Test Social Media headlines

Split testing or A/B testing is the norm for sales pages, landing pages, even for content headlines. In social media it is also important, because headlines are the first trigger to capture your audience attention. Schedule for publishing the same piece of content with different headlines and see which title generates more response.

If your content doesn’t get enough attention in general, there are two obvious reasons either the headline is not catchy enough, either the content is not high quality enough. The first to investigate and test is the headline.

12. Improve efficiency with management tools for social media or outsource

Social Media Management Tools. Source: SproutSocial

Social Media Management Tools. Source: SproutSocial

Publishing and interacting on social media channels can be a great resource consumer in terms of time and effort. Entering on Twitter, Pinterest, Facebook, Instagram, LinkedIn, several times a day to publish content for one or more accounts takes time and it’s not very productive. To improve efficiency, there are two options either outsourcing social media marketing to a specialized company, either implement a social media management tool.

Outsourcing might be a solution when you want to focus on your core business and don’t have inside the capabilities to manage the social media marketing. Like any option, it has its pros and cons, but depends how this fits the reality of your company.

The second option refers to using a software application to manage your social media channels. These days there are several applications that promise to make your social media marketing a breeze. Meaning they have capabilities like publishing simultaneously content on multiple platforms, schedule publishing in advance, provide analytics, present the feed in one dashboard.

Several social media automation tools that you might want to consider are Hootsuite, Buffer, Sprout Social or Agora Pulse. A comprehensive comparison of automation tools available at the moment can be found in this article.

13. Use strategic following

Since your purpose is to attract as many interested followers as you can, a good tactic is to start following persons that are interested in topics related to your niche. Filter and follow users that are involved in conversations about your industry, use often related keywords or hashtags. Encourage them through interaction to join your audience.

Social Media Marketing tips social media marketing ideas social media marketing strategy social medi marketing business social media marketing posts.

14. Built relationships with influencers

When you are just starting up a company, acquiring the initial followers is the most difficult, but every company started somewhere. And, of course, competing with already established brands with tens or hundreds of thousands of followers seems a lost battle and overwhelming at least.

But, with step by step actions each goal can be accomplished. A sort of shortcut can be a partnership with industry influencers, if you can convince them to partner with you. This is a proven method that can catapult your following from zero to thousands in a couple of days, but since and when you can convince influencers to support you.

Influencers already have a large number of followers and once they “warrant” or recommend you, you will get in front of their audiences, which will be more likely to trust and follow you also.

Developing a relationship with influencers takes time and effort, but is very helpful. You can first follow the influencer, share his content, then approach directly with some piece of content that you think his audience will find useful.

15. Take advantage of contests

Organize contests to increase your following

When you are new brand, besides contacting influencers as indicated above to grow your social media following, another successful tactic is to organize contests. This is a pleasant way to encourage users to interact with your brand.

Instagram and Twitter are among the social networks that encourage contests, and thus engagement. You can set up a vote contest – ask opinion about a piece of content, image or video; photo contest – invite users to send some sort of photo related to your niche; caption contest; like to win; sweepstakes.

Before organizing a social media contest, take a look at the most successful contests organized by renown brands and study the available tips.

16. Increase your authority by curating content

Promoting uniquely your content is not exactly the best of tactic to attract your audience. In order to become an authority, a go to resource, you need to share and forward various quality content, from trustful sources that may interest your audience.

To help you streamline the content curating task, some interesting curating tools are available. Take advantage of their facilities and impress your audience.

17. Study social media analytics and measure your success

Social media marketing tips- check analytics

One of the greatest advantages that came with the digital marketing is analytics and the possibility to measure the effective results of your actions. Since social media is an important pillar of your marketing strategy, measuring the results that social media in general, and each channel in particular generates, is compulsory.

It’s a no-brainer that if 80% of your traffic, for example, comes from Pinterest and just 10% from Facebook, you should concentrate your effort on Pinterest, not on Facebook. But you have to be acquainted with this information. So, study your social media analytics and monitor them periodically: weekly, monthly, quarterly, yearly to observe progress.

Track and measure the metrics that are relevant for your goals.

18. Peak carefully the corresponding metrics for your social media ROI

There are quite many the metrics you need to measure for all your social media channels, but pay attention to consider particularly those that are relevant for your goals and ROI. If your goal is to increase the number of leads you get from the social networks to your site, the number of likes your company has is not exactly significant.

19. Consider social media advertising, if it serves your objectives

Social Media Paid Advertising

If you plan to boost your traffic rapidly and have a budget for that, you can opt for social media advertising. Be aware that this boost will be sustained as long as the ads campaign is active, not more. Since social media networks are also very interested in paid advertising, they privilege their paying clients and the organic visibility will be reduced.

Anyway, the costs for social media advertising are lower than other media buying or Google AdWords and thus affordable for small and medium enterprises.

A real advantage of social media advertising is the possibility to target in detail your audience upon different criteria like demographics, core interests, geolocation, etc. Social media advertising is a powerful tool that most companies should use, but is also true that implementation plays a huge role and can easily turn into loss, if not properly approached.

Before plunging into social media advertising do yourself a favor and study its basics.

20. Approach communities in your target niche

Each social network has its own groups and communities like Twitter Chats, LinkedIn Groups or Pinterest Communities. Join the groups related to your industry and niche and participate actively. It’s a valuable opportunity to get in contact with influencers and companies from your domain. And you can profit on to establish yourself as authority in your area.

21. Offer a strong motive to be followed on social media channels

There is a myriad of options on media channels from which to choose. So, you have to differentiate yourself and offer users a motif to follow you on a specific channel. Create and offer some valuable asset for your followers on a certain channel. For example, discount coupons exclusive for your Twitter followers, real-time customer support on Facebook, or exclusive offers for Instagram.

Conceive some unique advantages for each of your social media channels, that are not available anywhere else and add some sort of value.

22. Use hashtags in your advantage

Hashtags is a tactic you cannot ignore if you want to multiply impressions for your posts. Since organic reach has decreased significantly, alternative ways to boost reach is incorporating hashtags.

Identify the popular and trending hashtags for your niche and insert them into your posts on Instagram and Twitter and increase your chance of popping up in search results. Take advantage of Google Trends or Facebook Trending Topics to find current events that may help you reach new audiences.

Use analytics to detect the most successful hashtags that drive engagement.

23. Study your competition and its best practices

Keep an eye on your competitors and check which are their activities that bring them most social media success. Are you implementing those activities? Or not?

Study the competition and their practices

Verify what type of content your competitors are posting, what headlines they use, which are their most popular posts, on which channels, how often they post, which are their followers, who they follow, which communities they use.

The aim is not to copy your competitors, but to see what’s working for them, improve and apply in an original manner.

You can take advantage of some online tools that can help you depict your competitors successful activities on social media like Ahrefs, Marketing Grader, SocialMention.

Some other tools to “spy” on your competition are listed in this article.

24. LinkedIn presence is a must

A LinkedIn profile for your business, besides of being an opportunity provider, is compulsory. Being a business platform, LinkedIn offers the occasion to strengthen your credibility, get in touch with an extended network of professionals, and various marketing and sales opportunities. Study some LinkedIn best practices that can enhance your business.

25. Keep yourself up to date

The ever-changing rules of online medium are referring to social media too. So, constructing good profiles, posting consistently and engaging is not enough. You should also be always up to date with the latest modifications and releases of the social media and with the ultimate best practices and social media marketing tips. Social media platforms can change anytime the rules of the game, knowing them in due time is an advantage you should certainly use.

Put some of these tips or all of them to work and see which of them brings the best results for you.

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2019 New Dentist Conference features innovation experts as speakers

The Bay Lights on the Bay Bridge

San Francisco — Two are better than one.

Two keynote speakers will grace the stage at the New Dentist Conference during the ADA FDI World Dental Congress in San Francisco this September, aiming to inspire new dentists to new heights.

New dentists — dentists who graduated from dental school less than 10 years ago as well as dental students — who register for the two-day conference will hear Dr. Miguel Stanley on Sept. 5 and then Marko Vujicic, Ph.D., on Sept. 6. The conference, which allows attendees to network and discuss practice issues in a small-group environment, will also include the ever-popular New Dentist Reception and other special opportunities.

Dr. Stanley’s address, titled “Are Consumers and Technology Driving the Future of Dentistry?,” will explore how consumer expectations and digital dentistry, along with the sharing economy of our profession, are shaping the future of dentistry. Dr. Stanley will share his philosophies on the global community of dentistry, dental artistry versus profit and how dentistry is changing lives. He is the host of the first National Geographic documentary on dentistry.

Dr. Vujicic’s keynote, titled “The Generational Shift: 5 Things Dentists Need to Know About the Changing Dental Patient,” will bring attendees the latest and greatest data showing the shifting paradigm young dentists are going to grapple with in their practice careers. Dr. Vujicic is chief economist and vice president of the ADA’s Health Policy Institute, where he is responsible for overseeing all policy research activities. Prior to joining the ADA, he was with The World Bank, where he directed the global health workforce policy program.

The rest of the New Dentist Conference will provide participants an ideal opportunity to network and focus on issues that concern them as new dentists, while allowing them to take advantage of the overall ADA FDI World Dental Congress experience.

The registration fee of $250 includes:

Customized new dentist continuing education track.
Two keynotes.
Ticket to the New Dentist Reception.
Networking opportunities and meals.
Access ​to the ADA FDI 2019 Exhibit Hall and free CE on the exhibit floor.

New Dentist courses include Breakthrough Digital Marketing: Growing the Modern Dental Practice; ​Pediatric Oral Diseases: The Times They Are A-changin’; Social Media and Other Electronic Communication in Dentistry; and Medical and Dental Collaboration: Working in the Community, among others.

Conference details and a schedule are at Registration will open Feb. 13 at

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4 Reasons to Rethink Your Influencer Marketing Strategies

Veex / Pixabay

If you’’ ve hesitated to exceed meddling the influencer marketing video game believing it’’ s simply a trend, reconsider. Influencer marketing projects have actually been around for a number of years now, and their appeal just continues to grow.

This increased focus remains in response to information that conventional advertising campaign merely aren’’ t as effective as they as soon as were. 30 percent of web users anticipated to be utilizing advertisement blockers by the end of 2019. Things sanctuary’’ t altered much because a 2015 Nielson research study exposed the most relied on sources of marketing to be individuals you understand. Branded sites, customer viewpoints published online and editorial material ranked greatly with advertisements unfortunately near the bottom of the list.


The concern effective business are asking themselves is no longer “ Should we use influencer marketing? ” But “ How much of our resources will we commit to it? ”


Out of 158 brand names surveyed by the ANA, 75 percent make use of influencer marketing , with almost half of those brand names preparing to increase moneying the list below year. Another research study by Linqia revealed that a bulk of online marketers prepare to invest$ 25,000 to$ 100,000 on influencer marketing in 2019.


Still reluctant? Think about these 4 factors to change your influencer marketing technique:

. Customer acquiring routines are progressing.

Generation Z and millennials have actually altered the video game. They hesitant customers looking for social evidence prior to purchasing– and not from stars backing items. Grow Social discovered that 71 %of individuals describe their social media networks for instructions prior to acquiring.


Modern customers choose relationships with brand names that provide a genuine voice, and trust is a vital precursor to acquire.


Consumers are now most likely to react to the recommendation of an individual they see and follow daily than to an advertisement ’ s claims. Peer suggestions normally bring more weight than company-run marketing channels.

To be effective in this brand-new landscape, we need to silence our inner resistance to alter and adjust our techniques, as influencer marketing offers a prime chance to reach target market throughout various media platforms.

.The most significant names aren ’ t always the greatest influencers.

Businesses that are brand-new to this design of marketing typically incorrectly presume that influencers with more fans will bring more success, which ’ s not constantly real. Information analysis is exposing that micro-influencers( those with usually less than 10,000 fans) and mid-level influencers typically create more engagement than stars, who wear ’ t engage as much with their fans and can appear less friendly.


A Markerly research study of Instagram engagement revealed that varieties of fans and varieties of likes and remarks from fans are inversely associated after about 1,000fans. Users with less than 1,000 fans produced likes 8% of the time, whereas users with 1-10 million fans attained likes simply 1.7% of the time.


Finding the best individuals to represent and move your brand name needs to exceed basic varieties of fans and likes to more cautious vetting procedures to identify real audience engagement levels. In addition to prestige, business ought to think about a prospective influencer ’ s proficiency, demographics, engagement and genuineness of connection to the product/brand. As kept in mind above, the doubtful customer will rapidly translucent artificiality, and protecting authentic advocates of your brand name will turn into more powerful, longer-lasting relationships.

. Quality exceeds amount when it comes to how lots of influencers to utilize. When picking influencers, #ppppp> Less can in fact be more. A handful of thoroughly chosen influencers can bring you more success than a lots created, and with the increasing power of micro-influencers, this method can assist reduce budget plan stress too. In the ANA study pointed out above, roughly 58percent of participants reported dealing with less than 25 influencers.


Smaller-scale influencers are viewed by their fans as more relatable and regular, like friends and household. You wish to pick for those who develop distinct material and are exceptional writers, specifically through video and livestreaming which can produce a more genuine feel. Advertising agency Hill Holliday performed a research study revealing that consumers most likely to purchase from a brand name with an excellent story and most likely to pay a greater cost per product.


The look for a quality choice in a sea of influencers can appear frustrating, as they vary from reporters and blog writers to market specialists and prominent consumers. By looking at existing brand name fans and utilizing engagement metrics and social analytics to examine influencers ’ previous posts, you can assess the degree of various people ’ reach.

. ROI increases with tactical strategies, collaboration needs and efficiency steps.

A strong influencer marketing project needs mindful preparation and upkeep to guarantee success. Just like other marketing techniques, worth needs to be put on education efforts to comprehend best-practices.


Clear project’ objectives and influencer expectations should be set to improve and safeguard brand name track record, consisting of material shipment requirements, modifications and approval procedures.As discussed above, thoughtful influencer choice is essential to producing real brand name ambassadors that construct customer self-confidence.


Many organisations aren ’ t sure how to determine the success of this sort of project. It ’ s possible– and essential– by developing KPIs, utilizing engagement metrics, evaluating information and reviewing objectives. You ’ ll most likely see the concrete benefits of your efforts if you ’ re consistent and extensive. An Influencer Marketing Hub 2017 research study revealed that organisations are making $7.65 usually for every single$ 1 invested.


In a market filled with loud viewpoints at every turn and making use of phony fans to pump up social networks status, it ’ s not surprising that customer trust is so vulnerable. Purchasers require genuineness and engagement, and you will make their trust not just by developing collaborations with effective influencers however likewise if you plainly and properly reveal those relationships when promoting or backing items on social networks. This openness and assistance will develop client commitment and enhance your brand name ’ s image.


From real-time item unpacking to engaging Q&A s, reliable influencer marketing projects in action– as part of a more comprehensive digital marketing strategy– can provide your service an active voice in the long-sought-after purchaser ’ s inner circle.


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Digital Marketing for Retailers: 5 Online Marketing Tools to Drive More Traffic To Your Store

By Abby Heugel

One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing.

In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.

What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.

According to Statista, retail e-commerce sales worldwide reached $2.84 trillion in 2018 and are expected to reach 4.9 trillion in 2021. Translation: the Internet isn’t going anywhere.

But while customers are shopping and pricing things online, in-store sales still accounted for 91% of all retail sales in the US in 2017. And according to one study, 58% of US consumers hate paying for shipping, and 34% think product return process is difficult when shopping online.

So while online sales are important, brick-and-mortar isn’t going anywhere, either.

What this means is that in order to compete with larger stores and survive in 2019 and beyond, retailers have to provide a seamless and consistent customer experience across all sales channels — both online and off. Give them what they want, when they want it, and how they want it.

Easier said than done? Perhaps. But with consumers increasingly relying on digital tools and channels to aid their shopping journeys, you have no choice but to keep up.

Here’s how online marketing tools can help to drive traffic to your store.

Tool #1: Buy Online, Pick Up In Store (BOPIS)

“Buy online, pick up in store” is just what it sounds like. Customers shop your online store, make their purchases, and then physically come into the store to pick them up. According to a survey from JDA Software, 50% of consumers had used BOPIS in the past year, which is a 43% increase over two years ago.

Almost every major retailer offers this service now, with 44% of retailers surveyed viewing BOPIS as a competitive imperative, with another 38% saying BOPIS was key to bringing shoppers into the store where they make additional purchases.

But it’s not without challenges, as retailers have to focus even more on logistics and inventory tracking, all while training and managing staff with new responsibilities. But the end goal of BOPIS is something retailers are focusing on already — providing a memorable customer experience.

Here’s how to make sure the BOPIS experience is as convenient as possible for both shoppers and staff:

Integrate your online and offline sales channels

Use a multichannel integration platform that gives you insight into both your physical store and website inventory — the what, where, and how quickly an item can get to the store where it’s needed.

One example of a retailer doing this right is Hop Burns & Black, a craft beer, hot sauce, and vinyl records retailer in London. Hop Burns & Black uses Vend and Shopify to sell both in-store and online. Since the two platforms are tightly connected, they’re able to offer services like BOPIS without having to manually update their inventory system.

Vend and Shopify are able to “talk” to each other, so whenever Hop Burns & Black sells something online or offline their sales and products sync automatically.

Overcommunicate with BOPIS customers.

When shoppers place an order, send an immediate confirmation, along with details about when the order will be ready, where to pick it up, and what kind of identification is needed.

Macy’s does this really well. In addition to sending you a confirmation email AND text message when you complete the purchase Macy’s notifies you when your order is ready for pick up. It sends you a detailed message both via email and text, containing:

The store address
The pick-up area within the store, including a detailed description of where to go
A list of things to bring when picking up your order

Stay on top of staff training

The concept of BOPIS is easy enough to understand, but executing it in-store isn’t as simple. Depending on your processes, you may need to conduct additional staff training when it comes to:

Fulfilling online orders and preparing them for pickup. As DigitalCommerce360 points out, “order fulfillment training needs to be passed down the employee chain – from the regional manager, to the store manager and to all store associates. Retailers must ensure all employees are familiar with the necessary POS tools to ensure a seamless checkout process, whether through regional training events or user guides.”

Upselling and cross-selling. Nearly half of people who opt for in-store pickup end up making a purchase when they head to the store. This means that you and your staff have a solid opportunity to increase the basket sizes of BOPIS customers. Dont’t miss your chance to convert them.

Train your team on the art of upselling and cross-selling without being sleazy. Encourage them to connect with customers and make sure they have the knowledge and tools they need to further assist shoppers.

Tool #2: Email marketing

In 2018 alone, more than 218 billion emails were sent — every single day. That number is expected to increase to more than 333 billion daily mails in 2022. When it comes to email marketing, the average return on a $1 investment is $44, and email marketing is used by 82% of B2B and B2C companies.

Smart retailers know they can’t do it alone, which is why millions of people use email marketing to create engaging newsletters that encourage conversions.

For example, with MailChimp, there are multiple customization tools to make your content look and feel professional, and they offer sign up forms to specifically match your brand. They also make it easy to add merge tags and offer subscriber profiles. This helps you see exactly how engaged each customer is, and what their website activity has been.

ConstantContact allows you to create email marketing campaigns with drag-and-drop customizable templates that you can personalize, send to your contacts, and track the response. And if you’re looking for an email marketing platform with more than 700 mobile responsive email templates to automate your email marketing, AWeber might just be what you need.

As for how you can use email marketing to drive traffic in-store, consider the following:

Announce free gifts in-store

Dealing with excess stock? Got additional store swag that you can to give away? Use those items to drive in-store traffic. In September 2018, for example, Kate Spade offered complimentary tote bags to their in-store visitors and then used email to spread the word.

Talk about events nearby

When you’re running in-store events, don’t forget to notify your email list. Pro tip: If you have multiple stores, segment customers by location, so you can email them with events closest to their location.

Total Wine & More, for example, regularly sends out “Events Near You” emails that contain a lineup of in-store classes and workshops happening at the recipient’s neighborhood stores.

Encourage people to bring a friend

Get your email subscribers to visit your store and bring friends along with special promotions.

Check out what cannabis retailer MedMen are doing. They ran a “BFF deal” that awarded shoppers 20% off their purchase when they bring in a new customer. The email had a clear call to action (i.e., Find Your Store”), which let people find the nearest MedMen location so they can plan their visit.

Tool #3: Social media management platforms

In order to survive, retailers have to not only have a presence in-store and with a website, but also on social media. That means you have to put time and resources into Twitter, Facebook, Instagram, and Pinterest depending on the nature of your business. But that’s a time-consuming task. How will you find enough time to share and manage various social media accounts?

The answer to your problems is to use a social media marketing platform like one of the tools listed below.

Buffer helps small businesses schedule social posts on various social networking platforms. It allows you to manage all your social media accounts in one place, schedule social media posts for your preferred times, review your analytics to see how your posts are performing, and add multiple team members and set access levels.

With Hootsuite, you can quickly find and schedule social content, then measure its impact. You can keep your social presence active 24/7 by automatically scheduling hundreds of social media posts at once, across your social accounts and then measure the impact of your social media campaigns through comprehensive reporting.

Sprout Social understands that 80% of consumers are more likely to do business with a brand that offers a personalized experience, which is why they help you “create real connection by understanding your consumers’ needs and meeting them there.” You can extract real business value out of social media through effective engagement, publishing, and analytics.

Tool #4: Mobile promotions that are redeemable in-store

Mobile users spend more than four hours a day on their phones, and according to Statista,
mobile accounted for 52.5% of worldwide website traffic in 2018. Not only that, but while email has an average open rate of around 24%, the rate of text message open rate in the US is a whopping 82%.

What this should tell retailers is that while email marketing is necessary and still very effective, you should also be optimizing the use of mobile in your marketing efforts. Just as you collect email addresses, start to collect phone numbers, as well.

Once you have a decent list, use SMS to start sending coupons and gift codes that can only be redeemed by coming into the store — where you can hopefully entice them into more purchases.

Snowflakes, a dessert shop in Cerritos, CA does just that. They occasionally reach out to existing customers via text who haven’t stopped by in a while with an offer they can redeem in-store.

Tool #5: Local inventory ads

According to a study from Kibo Software, 80% of consumers are less likely to go to a store if they can’t view available inventory levels online in advance, so why not give the shoppers what they want?

The first step is to make sure shoppers can easily find your local store and all the necessary details, like phone numbers, email, hours, and address. Then provide local inventory availability information for each item at each store location.

Does that sound daunting? Enter Google Local Inventory Ads.

With Google Local Inventory ads, online shoppers have an easy way to identify products available in stores near them. For example, say someone is camping and wants a new pair of sunglasses. All they have to do is take out their phone and type in “womens sunglasses near me” and a list of stores with available sunglasses will pop up.

If they click on the ad, they’re brought to a Google-hosted web page of the store (known as the local storefront) which provides the sunglasses available, and also the distance to the brick-and-mortar location and store hours.

That’s truly an omnichannel shopping experience.

According to Google, in order to qualify for local product ads, you must meet the following requirements:

You must have a local brick and mortar business location where customers can physically visit, view, and purchase the desired item.
Sell physical goods that shoppers can buy without an additional purchase (like a membership).
Protect customers personally identifiable information (PII).
You must be physically located in the country for which your ads are targeted.

Further Reading

Looking for more insights to help you engage and sell to customers? Check out Vend’s Sales Guide, and learn the 10 proven techniques to increase sales in your retail store.

In this resource, you will learn how to:

Optimize your store design for maximum sales
Set yourself apart from your closest competitors
Add real and perceived value to each sale

Learn More

Looking ahead

In order to be successful, retailers have to have a sound online marketing strategy in place — one that incorporates social media, email marketing, and convenient options that approach customer acquisition and satisfaction in various ways.

It also means using the right tools at the right time, and hopefully these online marketing tips will help drive more traffic to your store — both online and off.

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The post Digital Marketing for Retailers: 5 Online Marketing Tools to Drive More Traffic To Your Store appeared first on Vend Retail Blog.

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How to Write Blog Posts that Boost Your Email Newsletter

A well-strategized blog site is among the most effective tools in your toolbox for driving natural online search engine traffic to your site. If you’’ re like many online marketers, you release a brand-new article and rapidly schedule it to your brand name ’ s social networks accounts.

It might get a couple of likes, clicks, and shares however the traffic usually fizzles out quite rapidly?

From there, your well-researched blog sites make their method into the archives till you pull them out to fill a time slot on social networks once again.

Break the cycle by including your blog site and e-mail newsletter. This method will assist your material reach audiences that in fact value what you need to state.

In this post, we’’ ll review what function post ought to play in your e-mail marketing efforts and total material marketing method. We’’ ll likewise offer you some ingenious suggestions for consisting of blog site material into your e-mail projects.

.What function should post play in your material marketing method?

TL; DR: Blog posts ought to play a main function in your material marketing method. They drive traffic to your site from numerous sources and teach individuals about your brand name’’ s worths.


Everyone ought to understand by now that your site is the most important piece of the digital marketing puzzle for your brand name. Why? Since you own your site—– algorithms can’’ t pry it far from you.


Blog posts are the ideal response. If you aren’’ t developing a technique for your brand name ’ s blog site, you ’ re losing out on these essential advantages:

.Ranking in hundreds or countless Google searches.Showing brand name authority by flaunting your market understanding.Addressing client concerns prior to they’’ reasked. Offering your clients something to share on social networks.Supplying considerable material (more than sales pitches) for your e-mail newsletter.

Your About, Services, Contact, Homepage, and other areas are vital for driving sales, however they most likely won’’ t get in front of numerous eyes unless you can produce something else that draws leads into your site.

.And what about your e-mail newsletter technique?

Everyone has that a person buddy from high school who arbitrarily appears in your DMs every couple of years. Do they wish to capture up? No, they wish to offer you something.

Without an appropriate blog site to intensify your e-mail projects, your brand name can end up being that pal.

Think about it. Are you most likely to provide your hard-earned loan to somebody who listens to you, responses your concerns, and offers you with education, or somebody who just sends you sales pitches? The response is quite clear.

You understand a blog site is necessary for driving traffic to your site and producing conversions, however why should you concentrate on e-mail marketing over social networks?

The reality is, the typical click-through-rate for Facebook posts is simply 0.9%, yet the typical cost-per-click is $1.72. Every dollar invested on e-mail marketing will produce a typical $ 38 in profits .

Social media is very important and online marketers need to utilize it tactically. Your clients will likely be more responsive in e-mail due to the fact that they’’ ve really picked to hear from you.

.How to effectively consist of post in an e-mail newsletter.

One of the very best channels for promoting your blog site is the e-mail newsletter. This offers you an opportunity to develop authority and trust with your audience while supplying them with top quality material they in fact wish to check out.

What have you got to lose?

Let’’ s review some tips and suggestions for flawlessly combining the 2 channels into one digital marketing powerhouse.

.1. Choose the proper format.

Most industry-leading e-mail company use gorgeous design templates you can tailor any method you please to fit your requirements. Prior to you get going utilizing e-mail to promote your article, choose a format that fits your brand name and customers.

Should you pick a range of blog sites separated into various classifications? Possibly you wear’’ t have the resources to release lots of posts every week. Because case, possibly promoting a single post would be best.

This e-mail from ezTaxReturn utilizes a format that gathers links to a lot of pertinent and fascinating post. Perk points here for the ICYMI area.

.2. Buy premium graphics.

You wear’’ t need to employ an expert photographer for every single blog site in an e-mail newsletter. In most cases, stock pictures and customized graphics with some tactical branding will work simply great.

The concept is to trigger your customers’ ’ interest with something crisp and fancy. You invest a lot time composing and establishing your blog site and e-mail newsletter—– ensure you pick an image that shows what’’ s inside.


Also, top quality graphics with some branding such as colored frames or a logo design will assist establish brand name authority when they read your material—– even if they wear’’ t click over to your blog site.

. 3. Plan with various styles.

This part is enjoyable due to the fact that it’’ s time to get innovative. Brainstorm various material styles for numerous e-mail newsletters.

If you’’ re running a shop that offers kitchen area devices, for instance, November and December would be a great time to run a series of post including vacation dishes, ideas for cleaning your items, and tips for handling tension.

Working in tandem with your e-mail marketing, this can assist you establish appropriate and distinct material for your blog site’’ s content calendar. Plus, you ’ ll currently have content prepared to go when it comes time to arrange social networks posts.

This e-mail from Kid &&Coe is created to highlight article about different locations in a best-of format. Plus, it includes premium graphics that plead to be clicked.

Image Source: Really Good Emails

.4. Send studies to keep the discussion going.

If you desire genuine responses about what your audience anticipates and desires from your brand name, e-mail is the method to go.

Use your e-mail newsletter to ask customers what kind of material they like and what issues they have. This will assist you develop fresh concepts for your blog site.

You can likewise send a welcome e-mail asking brand-new customers which kind of material they’’d like to get from you and how typically.

Trust in paid advertisements on Facebook has actually decreased quickly. Since they have a much better level of control, individuals choose e-mail marketing. Why not offer customers as much control as possible?

This will assist develop rely on your brand name and you’’ ll have the ability to please your consumers. Win-win.

.5. Keep a constant voice throughout all your copy.

If you utilize a caring tone in your blog site, utilize the exact same tone throughout your e-mail copy. Not just is disparity upsetting when you’’ re attempting to check out a brand name ’ s material, however it can likewise harm trust.

Imagine you have a buddy who has 2 various characters: one when they speak with you and one when they speak with a group of individuals. You most likely wouldn’’ t trust them? Consistency is essential to producing outcomes.

.6. Thoroughly choose curated material.

As an online marketer, you’’ re most likely extended thin adequate currently. Unless you’’ re working for a substantial business, you wear’’ t have the resources to release numerous post every day.

That’’ s completely great. Utilize this as a chance to share curated material with your customers.

Instead of entirely concentrating on your blog site, an e-mail newsletter must consist of material from several sources (as proper).

Develop a method. Discover other market specialists you’’d love to get in touch with and share their composing with a brief bio. Discover material that responses your audience’’ s concerns.

Sharing material from sources besides your own site will show that you really appreciate the market and assisting individuals, instead of promoting yourself.

Pinterest totally controls the video game with customized and curated e-mail material. They send numerous e-mails a week with appropriate material based upon your activity on their app.

.7. Do not forget social share buttons.

While e-mail is important for getting your blog site in front of a great deal of eyes, it’’ s still causes a dead-end street if you wear’’ t motivate readers to share.


The concept is to keep the material streaming. Include social share buttons to your post and embed them straight into your e-mail copy.

.8. Enhance your CTAs.

Keep your reader’’ s click-through journey in mind when you compose your CTAs.

Consider your reader’’ s mindset when they reach completion of your blog site: They’’ ve clicked through from their e-mail while they were on the bus heading house from work, they read your blog site about the very best bars in the DC location. What do you desire them to do next?

.Finish up.

Blog posts are an outstanding tool for increasing natural online search engine traffic to your blog site however they can do a lot more. It’’ s essential for online marketers to establish a material method for their blog site with an e-mail newsletter in mind.

By taking a couple of crucial actions, you can produce material for your newsletters that your customers can’’ t wait to share and check out with their pals.

Before you start with some e-mail projects, check out our ideas on utilizing an e-mail newsletter to motivate client commitment.

The post How to Write Blog Posts that Boost Your Email Newsletter appeared initially on Campaign Monitor .


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6 Digital Transformation Trends for 2019

 6 Digital Transformation Trends for 2019

Digital improvement is not a buzzword. I duplicate. Digital improvement is not a buzzword.

 The State of Digital Transformation Digital improvement is a lot more than ““ business speak ”, and we need to not discount its authenticity . Yes, ““ digital improvement ” has actually been excessive used and watered down by specialists and executives to represent all elements of digitalization in every aspect of a company. When you study it, without predisposition or programs, a crucial pattern in service modernization is taking shape.

In Altimeter’’ s most current research study, “ The State of Digital Transformation , ” we observed that the most progressive companies are focusing on client experience financial investments in short-and long-lasting digital change roadmaps. And, not just do consumers straight gain from these efforts, however business are likewise speeding up the modernization of cross-functional operations and organisation designs to much better complete in quickly-evolving markets.

.1. The Battle Between CMOs and cios Course-Corrected Digital Transformation.

The continuous tug-of-war in between CIOs and CMOs over digital improvement has actually ended, and it is clients who eventually win.

For the much better part of 10 years, digital improvement was, unsurprisingly, about ““ digital ” and how and where CIOs and IT leaders were purchasing next-generation innovations. Cloud, mobile, social, apps, IoT, et al., represented considerable updates and upgrades to technological facilities focused on scaling and enhancing operations and efficiency. CIOs weren’’ t the only chauffeurs. CMOs acknowledged the quick adoption of the exact same innovations amongst clients and how they were drastically improving results, choices and habits.

This resulted in a historic tug-of-war in between CMOs and cios, the 2 early adopters and leaders of digital improvement, regarding who ““ owned ” digital change. While CIOs concentrated on facilities, CMOs set their sights on refurbishing client touchpoints and supporting back-end systems. According to our research study , that supposed war appears to lastly be over.

 Digital Transformation Ownership

.2. The 2018-2019 State of Digital Transformation.

This year we saw a notable drop (-77%) in marketing’’ s executive management of enterprise-wide digital improvement efforts (5%). While it appears that CIOs might have won the contest, the reality is that the competitors is benefitting clients and companies alike.

In the past, marketing was a rational beginning location for digital improvement efforts, as CMOs intended to upgrade how business engage consumers and improve consumer touchpoints. Now that objective is a lot more important. New gadgets, apps and on-demand services are driving brand-new consumer habits and expectations. At the very same time, mobile, huge information, AI, artificial intelligence and digital impact represent enablers for development beyond marketing, broadening the function of CMOs to now consist of consumer engagement, experience , commitment and life time worth.

.3. Digital Transformation Drives Business Performance and Growth in the Name of CX.

Upon more research study, we found out that the increase in CIO ownership does not suggest that CMOs are losing stature in digital improvement management or impact.

In the past, marketing was a sensible beginning location for digital improvement efforts, as CMOs intended to upgrade how business engage clients and improve consumer touchpoints. Now that objective is a lot more vital. New gadgets, apps and on-demand services are driving brand-new client habits and expectations. At the exact same time, mobile, huge information, AI, artificial intelligence, digital impact, et al represent enablers for development beyond marketing, broadening the function of CMOs to now consist of client engagement, life time, experience and commitment worth.

As digital change develops, the province targets total organisation modernization to drive development and efficiency. Client experience, as an outcome, ends up being the driver in unifying the business. CIOs are looking beyond facilities, ending up being service partners to crucial functions throughout the company. CMOs, in collaboration with IT, are sharpening their concentrate on the digital improvement of the conventional marketing function as an entire, improving it for CX, for sales force partnership, and for direct-drive profits.

.4. Digital Transformation Aims at Modernizing Touchpoints to Enhance Customer Experiences.

Over the years, the leading chauffeurs for innovative digital improvement efforts have actually regularly focused on 2 things: 1) updating innovations throughout the business and 2) investing in contemporary consumer experiences.

Now, completing for brand-new market chances likewise ends up being critical. Over half of the business (51%) we surveyed reported that they are buying development chances in brand-new markets, making it the leading motorist for digital improvement efforts. Studying developing consumer habits and choices rank 2nd at 46%. The 3rd leading chauffeur is increased competitive pressure (41%).

The truth is that consumer touch points should be upgraded constantly as fractured, outdated, or unintuitive ones hinder the client experience and present cracks into client relationships and commitment with time. CX-focused efforts represent a substantial cluster of long-lasting and brief digital change concerns to allow a more customer-centric and real-time facilities.

.5. Short-Term and Long-Term CX Priorities.

Integrating all social, mobile, web, commerce, service efforts and financial investments to provide an incorporated, smooth, and omnichannel consumer experience:

.54% short-term.57% long-lasting.

Investing in more instinctive, integrated e-commerce and mobile commerce platforms and procedures in the long-and short-term respectively:

.36% short-term.37% long-lasting.

Overhauling client service to fulfill the expectations of linked customers:

.54% short-term.57% long-lasting.

Further research study into our client’’ s digital touchpoints and consumer journey:

.54% short-term.57% long-lasting. Digital Transformation Priorities6. With Meaningful Digital Transformation, Customers Win.

CX financial investments represent instant locations of chance, however likewise reveal that business are concentrating on keeping consumer touch points pertinent and updated in the long term. As consumers end up being increasingly more comfy with mobile and emerging innovations, CMOs are intending to comprehend these linked consumers’ ’ moving choices and expectations much better through real-time information and analytics. Furthermore, CMOs are using brand-new programs and services that regularly fulfill the requirements of their linked consumers as times and patterns develop.

Customer experience will just continue to act as a main driver for digital velocity and maturity. As an outcome, elite CMOs are moving the function of marketing to develop a service development engine concentrated on CX, efficiency and development. This might minimize the existing requirement to take part in organization-wide efforts. In due time, nevertheless, this important front-line experience and knowledge will put marketing back in a management position as companies significantly position consumers at the center of their digital improvement efforts.

Please download Altimeter’’ s 2018-2019 State of Digital Transformation for a total take a look at the progressing business.

The post 6 Digital Transformation Trends for 2019 appeared initially on Convince and Convert: Social Media Consulting and Content Marketing Consulting .


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Using STAT for Content Strategy – Whiteboard Friday

Posted by DiTomaso

Search results are sophisticated enough to show searchers not only the content they want, but in the format they want it. Being able to identify searcher intent and interest based off of ranking results can be a powerful driver of content strategy. In this week’s Whiteboard Friday, we warmly welcome Dana DiTomaso as she describes her preferred tools and methods for developing a modern and effective content strategy.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi, everyone. Welcome to Whiteboard Friday. My name is Dana DiTomaso. I’m President and partner of Kick Point, which is a digital marketing agency based way up in Edmonton, Alberta. Come visit sometime.

What I’m going to be talking about today is using STAT for content strategy. STAT, if you’re not familiar with STAT Search Analytics, which is in my opinion the best ranking tool on the market and Moz is not paying me to say that, although they did pay for STAT, so now STAT is part of the Moz family of products. I really like STAT. I’ve been using it for quite some time. They are also Canadian. That may or may not influence my decision.

But one of the things that STAT does really well is it doesn’t just show you where you’re ranking, but it breaks down what type of rankings and where you should be thinking about rankings. Typically I find, especially if you’ve been working in this field for a long time, you might think about rankings and you still have in your mind the 10 blue links that we used to have forever ago, and that’s so long gone. One of the things that’s useful about using STAT rankings is you can figure out stuff that you should be pursuing other than, say, the written word, and I think that that’s something really important again for marketers because a lot of us really enjoy reading stuff.

Consider all the ways searchers like to consume content

Maybe you’re watching this video. Maybe you’re reading the transcript. You might refer to the transcript later. A lot of us are readers. Not a lot of us are necessarily visual people, so sometimes we can forget stuff like video is really popular, or people really do prefer those places packs or whatever it might be. Thinking outside of yourself and thinking about how Google has decided to set up the search results can help you drive better content to your clients’ and your own websites.

The biggest thing that I find that comes of this is you’re really thinking about your audience a lot more because you do have to trust that Google maybe knows what it’s doing when it presents certain types of results to people. It knows the intent of the keyword, and therefore it’s presenting results that make sense for that intent. We can argue all day about whether or not answer boxes are awesome or terrible.

But from a visitor’s perspective and a searcher’s perspective, they like them. I think we need to just make sure that we’re understanding where they might be showing up, and if we’re playing by Google rules, people also ask is not necessarily going anywhere.

All that being said, how can we use ranking results to figure out our content strategy? The first thing about STAT, if you haven’t used STAT before, again check it out, it’s awesome.

Grouping keywords with Data Views

But one of the things that’s really nice is you can do this thing called data views. In data views, you can group together parts of keywords. So you can do something called smart tags and say, “I want to tag everything that has a specific location name together.”

Opportunities — where are you not showing up?

Let’s say, for example, that you’re working with a moving company and they are across Canada. So what I want to see here for opportunities are things like where I’m not ranking, where are there places box showing up that I am not in, or where are the people also ask showing up that I am not involved in. This is a nice way to keep an eye on your competitors.


Then we’ll also do locations. So we’ll say everything in Vancouver, group this together. Everything in Winnipeg, group this together. Everything in Edmonton and Calgary and Toronto, group all that stuff together.

Attributes (best, good, top, free, etc.)

Then the third thing can be attributes. This is stuff like best, good, top, free, cheap, all those different things that people use to describe your product, because those are definitely intent keywords, and often they will drive very different types of results than things you might consider as your head phrases.

So, for example, looking at “movers in Calgary” will drive a very different result than “top movers in Calgary.” In that case, you might get say a Yelp top 10 list. Or if you’re looking for “cheapest mover in Calgary,”again a different type of search result. So by grouping your keywords together by attributes, that can really help you as well determine how those types of keywords can be influenced by the type of search results that Google is putting out there.

Products / services

Then the last thing is products/services. So we’ll take each product and service and group it together. One of the nice things about STAT is you can do something called smart tags. So we can, say, figure out every keyword that has the word “best” in it and put it together. Then if we ever add more keywords later, that also have the word “best,”they automatically go into that keyword group. It’s really useful, especially if you are adding lots of keywords over time. I recommend starting by setting up some views that make sense.

You can just import everything your client is ranking for, and you can just take a look at the view of all these different keywords. But the problem is that there’s so much data, when you’re looking at that big set of keywords, that a lot of the useful stuff can really get lost in the noise. By segmenting it down to a really small level, you can start to understand that search for that specific type of term and how you fit in versus your competition.

A deep dive into SERP features

So put that stuff into STAT, give it a little while, let it collect some data, and then you get into the good stuff, which is the SERP features. I’m covering just a tiny little bit of what STAT does. Again, they didn’t pay me for this. But there’s lots of other stuff that goes on in here. My personal favorite part is the SERP features.

Which features are increasing/decreasing both overall and for you?

So what I like here is that in SERP features it will tell you which features are increasing and decreasing overall and then what features are increasing and decreasing for you.

This is actually from a real set for one of our clients. For them, what they’re seeing are big increases in places version 3, which is the three pack of places. Twitter box is increasing. I did not see that coming. Then AMP is increasing. So that says to me, okay, so I need to make sure that I’m thinking about places, and maybe this is a client who doesn’t necessarily have a lot of local offices.

Maybe it’s not someone you would think of as a local client. So why are there a lot more local properties popping up? Then you can dive in and say, “Okay, only show me the keywords that have places boxes.” Then you can look at that and decide: Is it something where we haven’t thought about local SEO before, but it’s something where searchers are thinking about local SEO? So Google is giving them three pack local boxes, and maybe we should start thinking about can we rank in that box, or is that something we care about.

Again, not necessarily content strategy, but certainly your SEO strategy. The next thing is Twitter box, and this is something where you think Twitter is dead. No one is using Twitter. It’s full of terrible people, and they tweet about politics all day. I never want to use it again, except maybe Google really wants to show more Twitter boxes. So again, looking at it and saying, “Is Twitter something where we need to start thinking about it from a content perspective? Do we need to start focusing our energies on Twitter?”

Maybe you abandoned it and now it’s back. You have to start thinking, “Does this matter for the keywords?” Then AMP. So this is something where AMP is really tricky obviously. There have been studies where it said, “I implemented AMP, and I lost 70% of my traffic and everything was terrible.” But if that’s the case, why would we necessarily be seeing more AMP show up in search results if it isn’t actually something that people find useful, particularly on mobile search?

Desktop vs mobile

One of the things actually that I didn’t mention in the tagging is definitely look at desktop versus mobile, because you are going to see really different feature sets between desktop and mobile for these different types of keywords. Mobile may have a completely different intent for a type of search. If you’re a restaurant, for example, people looking for reservations on a desktop might have different intent from I want a restaurant right now on mobile, for example, and you’re standing next to it and maybe you’re lost.

What kind of intent is behind the search results?

You really have to think about what that intent means for the type of search results that Google is going to present. So for AMP, then you have to look at it and say, “Well, is this newsworthy? Why is more AMP being shown?” Should we consider moving our news or blog or whatever you happen call it into AMP so that we can start to show up for these search results in mobile? Is that a thing that Google is presenting now?

We can get mad about AMP all day, but how about instead if we actually be there? I don’t want the comment section to turn into a whole AMP discussion, but I know there are obviously problems with AMP. But if it’s being shown in the search results that searchers who should be finding you are seeing and you’re not there, that’s definitely something you need to think about for your content strategy and thinking, “Is AMP something that we need to pursue? Do we have to have more newsy content versus evergreen content?”

Build your content strategy around what searchers are looking for

Maybe your content strategy is really focused on posts that could be relevant for years, when in reality your searchers are looking for stuff that’s relevant for them right now. So for example, things with movers, there’s some sort of mover scandal. There’s always a mover who ended up taking someone’s stuff and locking it up forever, and they never gave it back to them. There’s always a story like that in the news.

Maybe that’s why it’s AMP. Definitely investigate before you start to say, “AMP everything.” Maybe it was just like a really bad day for movers, for example. Then you can see the decreases. So the decrease here is organic, which is that traditional 10 blue links. So obviously this new stuff that’s coming in, like AMP, like Twitter, like places is displacing a lot of the organic results that used to be there before.

So instead you think, well, I can do organic all day, but if the results just aren’t there, then I could be limiting the amount of traffic I could be getting to my website. Videos, for example, now it was really interesting for this particular client that videos is a decreasing SERP for them, because videos is actually a big part of their content strategy. So if we see that videos are decreasing, then we can take a step back and say, “Is it decreasing in the keywords that we care about? Why is it decreasing? Do we think this is a test or a longer-term trend?”

Historical data

What’s nice about STAT is you can say “I want to see results for the last 7 days, 30 days, or 60 days.” Once you get a year of data in there, you can look at the whole year and look at that trend and see is it something where we have to maybe rethink our video strategy? Maybe people don’t like video for these phrases. Again, you could say, “But people do like video for these phrases.” But Google, again, has access to more data than you do.

If Google has decided that for these search phrases video is not a thing they want to show anymore, then maybe people don’t care about video the way that you thought they did. Sorry. So that could be something where you’re thinking, well, maybe we need to change the type of content we create. Then the last one is carousel that showed up for this particular client. Carousel, there are ones where they show lots of different results.

I’m glad that’s dropping because that actually kind of sucks. It’s really hard to show up well there. So I think that’s something to think about in the carousel as well. Maybe we’re pleased that that’s going away and then we don’t have to fight it as much anymore. Then what you can see in the bottom half are what we call share of voice.

Share of voice

Share of voice is calculated based on your ranking and all of your competitors’ ranking and the number of clicks that you’re expected to get based on your ranking position.

So the number 1 position obviously gets more ranks than the number 100 position. So the share of voice is a percentage calculated based on how many of these types of items, types of SERP features that you own versus your competitors as well as your position in these SERP features. So what I’m looking at here is share of voice and looking at organic, places, answers, and people also ask, for example.

So what STAT will show you is the percentage of organic, and it’s still, for this client — and obviously this is not an accurate chart, but this is vaguely accurate to what I saw in STAT — organic is still a big, beefy part of this client’s search results. So let’s not panic that it’s decreasing. This is really where this context can come in. But then you can think, all right, so we know that we are doing “eeh” on organic.

Is it something where we think that we can gain more? So the green shows you your percentage that you own of this, and then the black is everyone else. Thinking realistically, you obviously cannot own 100% of all the search results all the time because Google wouldn’t allow that. So instead thinking, what’s a realistic thing? Are we topping out at the point now where we’re going to have diminishing returns if we keep pushing on this?

Identify whether your content efforts support what you’re seeing in STAT

Are we happy with how we’re doing here? Maybe we need to turn our attention to something else, like answers for example. This particular client does really well on places. They own a lot of it. So for places, it’s maintain, watch, don’t worry about it that much anymore. Then that can drop off when we’re thinking about content. We don’t necessarily need to keep writing blog post for things that are going to help us to rank in the places pack because it’s not something that’s going to influence that ranking any further.

We’re already doing really well. But instead we can look at answers and people also ask, which for this particular client they’re not doing that well. It is something that’s there, and it is something that it may not be one of the top increases, but it’s certainly an increase for this particular client. So what we’re looking at is saying, “Well, you have all these great blog posts, but they’re not really written with people also ask or answers in mind. So how about we go back and rewrite the stuff so that we can get more of these answer boxes?”

That can be the foundation of that content strategy. When you put your keywords into STAT and look at your specific keyword set, really look at the SERP features and determine what does this mean for me and the type of content I need to create, whether it’s more images for example. Some clients, when you’re looking at e-commerce sites, some of the results are really image heavy, or they can be product shopping or whatever it might be.

There are really specific different features, and I’ve only shown a tiny subset. STAT captures all of the different types of SERP features. So you can definitely look at anything if it’s specific to your industry. If it’s a feature, they’ve got it in here. So definitely take a look and see where are these opportunities. Remember, you can’t have a 100% share of voice because other people are just going to show up there.

You just want to make sure that you’re better than everybody else. Thanks.

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