It has been an exciting afternoon here at Digital Summit Detroit! We started out the afternoon with Michael King, Founder & Digital Marketing Consultant for iPullRank, then a roundtable discussion on social media and ended Day 1 learning about landing pages with Oli Gardner, Co-Founder at Unbounce.
Futureproofing your SEO by Michael King, Founder & Digital Marketing Consultant, iPullRank
It takes a content effort to do effective white hat link building. Most of the time, client’s don’t want to do that, until Google holds an algorithmic gun to your head. There’s a lot of misinformation about SEO like:
- SEO is just make up
- SEO is not technical
@audette “SEO should be invisible”
- Accelerated mobile pages (AMP)
- Mobile-friendly updates
- Feature snippets
- Structured markup for voice search
What’s the future?
- Local, quick, fast and when you need it.
Rankings are not the right measure, it does not show how SEO impacts your business. Success metrics: Leads and conversions.
For those who are even measuring rankings, how are you even reporting on actual rankings? It’s not really possible.
The big shops, just source out the SEO to small shops.
Find the right SEO partner:
- Make effective business cases – Speak in terms of money based on recommendations.
Roundtable: Key 2016 Trends in Search and Social
- Matthew Capala – Founder & Managing Director, Alphametic, Author
- John Colucci – Director of Social Media, Sinclair Broadcast Group
- Leslie Drate – US Consumer Print Social Media Marketing, HP
- Jason Drove – Senior VP of Sales, SocialCentiv
Programmatic: Testing different segments against the creative for ultimate results.
Social Media: Facebook has shown the best results for HP.
Instagram: Not as much CTR because of the medium.
Facebook: At work messenger.
Twitter: Has seen better days…everyone agrees.
Discussion about Salesforce acquiring Twitter and how that may affect marketing on Twitter: If you’re looking at acquisition, might not be good for marketers. They are putting more focus on live and on sports.
- Twitter needs to figure out a way for your to find what you’re looking for easier. Feed curation may negatively affect the engagement, and be more pay-to-play.
- Salesforce and Twitter may be a good match when considering customer satisfaction and customer care. It could turn Twitter into a different tool.
- Currently debates are the largest thing on Twitter. It is also the current police scanner. It’s the most real-time, up-to-date information. Facebook is not as current, not necessarily a bad thing, but it’s just a different medium.
- Instagram algorithms are amazing, crazy accurate and personalized.
- Google + does not correlate to rankings, but it does rank by itself.
- Google indexes Twitter.
- Put copy over your videos on Instagram and Facebook – Not a lot of people are viewing the content with sound.
- People view videos for :30 or longer with no sound
- Snapchat has officially transformed into the Instagram for Stories.
- Snapchat is winning with millennials and geofencing.
- Experts say: not the best results with LinkedIn campaigns.
Frankenpage: Using A Million Little Pieces of Data to Reverse Engineer the Perfect Landing Page by Oli Gardner, Co-Founder, Unbounce
If you’re going to do ads, you better have specific pages for them on your website.
- Links that are ok:
- Anchor Navigation
- Terms & Conditions
- Just make sure everything keeps you on the same page.
- Can people understand your value proposition within 5 seconds? – IF the answer is no you’re failing.
- Visual Identification:
- Can people figure out what you offer right away? Do they understand what the page is about?
- Take away the copy, can you get it the point of the page? If the answer is no, you’re failing.
- Running experiments with limited creative resources?
- Discussion on designing forms:
- But how many form fields? 4 and 7 have over 7% conversion rates so you might as well get more information!
- Top performing forms are in zone 3 – top fold.
- Encourage hunting by moving call to action lower on the page as well.
- What’s the most persuasive word in the english language? It’s because
- Conversion rates increase 25% when you add it to your landing page!
- Free vs. non free verbiage on a landing page – Word free decreases conversions— say what?!?
In closing, there were some excellent speakers today, Seth Godin was absolutely fantastic. We may have to go and read all of his books, after today. Meeting Siri, was amazing and we had a blast seeing lots of familiar faces. We look forward to another day of digital marketing tomorrow!
Perception is everything. No matter the industry you represent, the way consumers perceive your name has a lot to do with the success of your company. In the world of social media, opinions and perceptions have the ability to travel miles within seconds.
Is your business shaping the conversation or are others determining the perception of your brand? To survive in the digital world, it is crucial to proactively take measures to monitor the social media chatter for your brand and industry. Follow these tips to ensure that you’re in control of your perception, not that your perception controls you.
RELATED: What is a Business Blog Post and How Do I Write One?
Follow the Trends
Write content that is relevant to your target audience that can spur a response.
Are you writing great content but having trouble finding an audience that will engage? While promotional posts are great for showing off a new product or service, sometimes they don’t perpetuate the buzz you’re looking for. Relevant engaging content doesn’t away directly relate to your product or service, but it can get consumers engaged in a dialogue on your page, which in turn helps promote your brand as an authority in your industry.
When consumers actively reach out to your page, it is crucial to make them feel as if their opinion is valued. There are different etiquettes to follow for different social platforms:
Facebook: Quick answers can boost your page’s rating
Facebook allows for consumers to voice their opinion in a more descriptive manner due to no character restrictions. Be sure to answer these opinions with descriptive comments of your own since these conversations are available to the public.
Also, if you own a business page on Facebook, you get rated based on your message response rate and time. Try to answer messages within a 2-3 hour timeframe if possible to help boost your rating.
Twitter: Limit characters, engage followers
Unlike Facebook, Twitter has a limit of 140 characters per tweet. This means that opinions and chatter are less descriptive and usually require a somewhat witty response. When tagged in a tweet, try to reply as soon as possible. Consumers really appreciate a well-constructed, timely reply and these can typically get a lot of retweets, giving your brand more exposure.
Monitor Your Own Chatter
Ensure that employees are aware that they are representing your brand in everything they post online.
Even professionals like to get personal sometimes. Today, almost everybody has some sort of personal social media account, even your employees. On websites like Facebook and LinkedIn, you are even able to identify your employer and title on your personal page.
Nothing hurts brand image more than a sour employee taking out their rage of working a 10-hour shift on social media. Make sure your employees are aware of the brand they are representing and that they understand the consequences of poor social media etiquette.
SEE: How Not to SEO
Keep relevant, stay consistent, and never stop posting.
Just like how Rome wasn’t built in a day, neither is a good social media plan. It looks artificial to consumers when you have a string of posts or tweets followed by silence. The key to a successful social media campaign is to consistently update your followers with new posts and engagement. Be active on your social pages so you can control the things being said! It is impossible to control your perception if you are never adding anything to it.
What are the odds that you have check your Facebook, Twitter or Instagram today? Most Americans check their feeds and profiles several times a day, turning it into a routine. SS Digital Media is setting aside all the electronic devices and venturing to Detroit for the fourth annual Social Media Day hosted by Livio and Motor City Casino. The goal this year to connect offline and picking the brains of top business people from Twitter, Facebook, Google and Mashable.
Theme of Social Media Day
Social Media Day will include food, drinks and live music with exciting speakers. There will be a panel discussion with Greg Myrick, a client partner at Twitter; Zafa Razzacki, an account executive at Google, and Neha Shah, sales director at Mashable. Also, there will be a “start-up” section where new, local businesses can showcase their services.
The theme this year is “Generation D.” SS Digital Media is happy to celebrate the new entrepreneurial spirit and personal responsibility Detroit has adapted. This has resulted in a unique fusion of technology usage, created job opportunities and the bright future that Detroit aspires for.
In the game of social media marketing, Pinterest is steadily becoming an all-star in the traffic-driving department. The thing is, no matter how well written and interesting your content is, you’ve got to present it in a way that will not only bring them in, but keep them there long enough to deem it worthy of a re-pin.
Seven Ways to Make Viral Pinterest Posts
- Write in List Form: In the same sense that most people aren’t going to shove a whole porterhouse steak in their mouth, most readers won’t be inclined to read your post if it’s written in one big block. Break up your content into bite-sized chunks; it reads easier, looks cleaner and will (most likely) be re-pinned more.
- Add Text to Your Photo: Pinterest is all about flashy, eye-catching thumbnails. If you create a title graphic or add a little text to the thumbnail itself, you’ll give potential readers some insight on the article instead of having them speculate as to what the picture is actually representing.
- Always Include a “Pin It” Button: Remember, not everyone who’s reading your article is thinking, “oh boy! I can’t wait to pin this!” Whether that’s their motive or not, including the “Pin It” button at the end of your article is an invitation to share your story with the world.
- Make Your Post Timely: Christmas in July? maybe. But no one has heard of Mother’s Day in January or Halloween in March. Basically, if your post is relevant to a specific time or event, make sure you publish it at the same time people will be looking for it.
- Spread it Across Social Media: This one can be tricky. You don’t want to flood people’s news feeds and timelines with the same article over and over, but you want to keep it fresh in their minds at the same time. As long as you alternate platforms (Twitter, Facebook, etc.) periodically and don’t just copy-and-paste the same tweet or wall post, the chances of producing a viral post will grow.
- Remind People of Your Article: After the initial 72 hours or so, most content unfortunately becomes old news. As long as your post isn’t time-sensitive, such as a recipe or workout routine, don’t be afraid to let your followers know it’s still there and relevant as ever by sharing it on social media or mentioning it as a related article with one of your newer posts.
- Ask Your Friends! Even with all of today’s fancy technology and umpteen different media channels, word of mouth is still one of the best ways start a buzz. Have your friends pin your article on their boards or tweet about it, and watch the viral dominoes fall. Just make sure you return the favor, though.
Don’t forget, though. A story with bad content is not going to go viral no matter how hard you try. Unless it’s really bad and people are doing it to make fun of you… But that’s a different problem all together.
As long as your content is appealing and you adhere to these tips for viral Pinterest posts, people are going to read it, pin it, then re-pin it.
Fan of these wisdom-filled words? You might want to take a gander at these tips as well.
Marketers, advertisers, PR professionals and the like lately have been attributing their lack of read-worthy content on the diminishing attention spans of consumers. They say because there are so many different outlets available to help you absorb and share content, most people skim through, decide whether to share it or not….. then move on to the next bit of excitement.
While this may be true, It’s not entirely due to an attention deficiency. A lot of it, really, is because the critical content producers are writing to please this new way of consumption instead of coaxing readers to enjoy the material itself.
It basically boils down to the idea that nothing longer than a few paragraphs stands a chance in this world of character counting and PPC ad revenue. Money, to an extent, is not earned through delightfully written pieces of digital literature such as this one. Business bank accounts are filled by counting number of clicks, click rates, shares and a bunch of other jargon that pretty much says, “don’t read the words, just send it to your friends so I can make money.”
This whole philosophy is giving digital media a fast food-like feel; serving up adequate content to satisfy basic needs. Thankfully though, there’s been a recent upswing of people wanting better, more insightful digital material prompting the head honchos at digital giants like Google and Facebook to implement new ranking algorithms to block the McDonald’s-y stuff.
Just something to think about before you flood the web with dry, skin-deep content aimed to do nothing more than rake in piles of clicks.
The moral of the article is this: Write your piece how it’s meant to be written and don’t sacrifice content just to earn a few more clicks. If you have a story detailed enough to fill multiple attention-holding pages, write it. If you need to get the word out fast on breaking news, keep it short and to the point. Plus, don’t forget who your audience is. Because when your work is interesting and well written, people are going to see it, read it and share it. Period.
It is no secret that small businesses need to use social media. Many customers use social media to communicate, shop, research and discover. Unfortunately, most businesses are not using tools and services properly.
Chris Vollmer, a partner and leader of Booz and Company’s global media and entertainment practice, says businesses small and large are moving towards three capabilities: content development, community management and real-time analytics.
These capabilities are in conjunction with Facebook, Twitter and YouTube. If used properly, major opportunities can be provided to generate business value by building lasting relationships with consumers through social media.
Booz and Company breaks analytics down into four levels of expertise, from counting social media activity to achieving strategic business objectives. Vollmer says small businesses can benefit from using these four levels of analytics. Those who can’t afford to make major changes to their media mix may find these especially useful. Here are four levels of analytics that make a great impact on small businesses:
Level 1: Reach
Marketers understand the social media of their brands. They know how many followers, fans, subscribers, visitors and views they have, and how many discussions are going on. These marketers have visibility into where, when and in what context their brand is discussed.
Level 2: Engagement
Marketers have moved beyond counting the number of fans. They have insight into the activities of their different communities. These marketers analyze what drives participation, such as studying patterns in comments, likes, shares and take rates.
Level 3: Advocacy
Marketers can identify user behaviors that are associated with brand commitment. These include: intent to recommend, referral and reshare activity, comments and followers per user, brand favorability, consideration and preference.
Level 4: Return on Investment
The most sophisticated companies try to achieve strategic business objectives based on their social media analytics. Most companies are not fully at this level though. Only 40 percent of companies have metrics in place today to measure ROI-focused key performance indicators, such as purchase intent, conversion rates, leads generated or actual sales.
Remember that content is still top priority. For a small business to really benefit and evolve, they need to provide customers with something to engage in.