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Showing posts from October 19, 2016
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Google Surveys 360 joins the Analytics 360 Suite

Google has announced big changes to its four-year-old Google Consumer Surveys product. It’s essentially splitting the tool in two: a new version specifically for enterprise-level marketers that’s integrated into the Analytics 360 Suite, and the existing consumer-level survey tool that’s been renamed and moved under the Google Analytics umbrella. Google is also promising changes in design and functionality to the latter.New: Google Surveys 360The new enterprise-level tool announced today is Google Surveys 360, which sits inside the Google Analytics 360 Suite.With Google Surveys 360, the company is touting speed as a primary selling point. Today’s announcement says “traditional research means hiring a research firm, waiting three months or more, and then getting data that’s siloed and may not be sharable.” But with the new survey tool, marketers can “create a survey, find a specific audience sample, and generate statistically significant results — in just a few days.” And customers will…

How Trump & Clinton have failed to use free space in Google for US presidential candidates

With the US presidential election hotter than ever, Google’s program to give the major candidates valuable yet entirely free space in its search results wasn’t used by either campaign for the past week. The Hillary Clinton campaign finally began using the space again today, while the Donald Trump campaign has yet to resume.The space is provided through a program that lacks an official name but is commonly referred to by those outside Google as Google Podium or Google Posts. It allows both of the major candidates to have whatever they want to appear in Google’s search results in response to a search for their names.[Read the full article on Search Engine Land.]

via Marketing Land

Enterprise SEOs, unite! The SMX East 2016 session recap

Enterprise SEO is truly unique. While a larger company size may provide substantial leverage in many cases, it also creates some particular challenges.At the recent SMX East conference, I watched a great panel covering this topic with Scott Nickels of Hearst Autos, Simon Heseltine of HP Enterprise, and Amber Fehrenbacher of Surety Bonds.In today’s post, I’m going to summarize much of the wisdom they shared about enterprise SEO challenges and their approaches to overcoming these obstacles. I’ll also add a few of my own thoughts along the way.Basic organizational structureLarge enterprise organizations often have many different product/service teams that focus on different offerings of the company. As a result, you can end up with many different ways that the SEO team can be set up:A centralized SEO team that interacts with the different product/service teams and provides them with guidance.Distributed SEO teams, where each product/service team has its own SEO resources.A combination of…

Facebook automotive data indicates broad value of location-based customer insights

Brands and marketers make lots of assumptions about their customers: about who they are, about the distance they’ll travel to buy the product or service and so on. These assumptions are often based on perceptions, hearsay, anecdotal information or survey data.Location data, like that from Foursquare and others, provides real-world behavioral insights that offer a range of use cases, from audience targeting and attribution, to competitive intelligence and internal operations. Data that Foursquare published this morning around automotive customers, shows how location data can provide a broader context around audiences — not just demographic information but what else they do and like.Here are some genera and brand-specific insights gleaned from capturing dealership location visits nationally in the US:Average distance traveled to a dealer lot is 14 milesJuly is the slowest month for dealership visitsFridays and Saturdays are the busiest days for dealership visits, with Saturday at 11 am …

3 things to do after a major Google algorithm update

The only constant in the world of SEO is change. In fact, Google is reported to change its search algorithm around 500 to 600 times each year.  While most of these updates are small and often aren’t even picked up by users and SEO, every once in a while, Google releases major updates.Over the past two years alone, we’ve seen about nine major updates to the algorithm. The two most recent, “Possum” (released on September 1, 2016) and Penguin 4.0 (released on September 23, 2016) caused a lot of stir in the SEO community.Over my years in the SEO community, I’ve watched as updates like Caffeine and Vince in 2009, Panda/Farmer in 2011, the Exact-Match Domain (EMD) Update and Penguin in 2012, Pigeon in 2014 and the others discussed above shook up rankings and shifted the way SEOs approached their job. Early in my career, I would read post after post and allow the anxiety of the unknown throw me into a panic.But not anymore. Nowadays, I have three simple guidelines I use to help make sure I d…

Machu Picchu and martech: CMO lessons from the Inca Empire

I just returned from a holiday exploring Peru and the “lost city” of the Inca Empire, Machu Picchu. If you are a student of history, like to explore or just enjoy good food, I highly recommend you put Peru and Machu Picchu on your list.I was intrigued by the many tales of this ancient city, the marvels of Inca innovation and their way-before-their-time thinking to build a perfectly situated, planned community nestled in the Andes Mountains.Most impressive is the way the Incas developed Machu Picchu and creative ways to exploit the many natural resources in this South American land. Nearly 500 years later, we’re still fascinated with this advanced society.Time away from the office and the day-to-day of my marketing role had me reflecting on what we can learn from the Incas for modern times. Many thoughts popped into my head, including the importance of innovation, the attention to meticulous planning and how to create the right balance for long- and short-term needs. Much like the Inca…

There’s a silent killer in your sales pipeline. Do you know how to stop it?

Your sales pipeline is in danger. Whether you know it or not, there’s something lurking in the shadows that threatens to bring the whole thing down — one lost deal at a time. It’s something your team can’t possibly face alone, no matter how much marketing, nurturing or social selling you hurl at it.Its name is F-E-A-R, and your customers are deep in the throes of it. They don’t trust your marketing. They don’t trust your salespeople. And they’re scared to death of risking their company’s financial resources, and their professional reputations, on the wrong decision.Need proof? According to a global SAP survey around the future of sales,B2B buyers state their biggest risks in making purchasing decisionsinclude “wasting company money” and “losing credibility internally.”Make no mistake: The fear is real. And if you don’t do something to stop it, you won’t have a pipeline left that’s worth saving.So many choicesNot to be confused with the FUD (Fear, Uncertainty and Doubt) tactic that mar…

A CMO’s View: How The Bouqs Co. uses performance marketing to stand out from competitors

As CMO for The Bouqs Company, Jarred Goldberg has been managing customer retention, acquisition, business development, creative and design for the e-commerce flower website since joining the company last December.“The things I’m focused on this year are specifically around continuing our hyper-growth and building out our brand messaging – and what that looks like in the future,” says Goldberg.Goldberg says performance marketing – which he defines as any marketing strategy based on a tangible outcome – whether that be a CPA (cost-per-acquisition) or CPO (cost-per-order) – takes on a “halo effect” over his brand’s offerings, and helps him distinguish The Bouqs Company apart from the competition.Last year, just as Goldberg took over as CMO, the brand ran a holiday performance marketing campaign called the “12 Days of Bouqs” that included a media plan involving a number of channels, from search, social and email to PR, blog posts and TV.The ads involved 12 specific bouquets for every day…

Google shares data on how mobile is set to impact shopping this holiday

Along with a set of recommendations for effectively reaching shoppers on mobile this holiday season, Google published a compilation of stats to help round out a picture of how mobile is influencing shopping behaviors in-store and online.Here’s a look at what the data indicate about how mobile will play a role in retailer and brand success this coming season.Don’t count on brand loyalty. Or put another way, mobile increases chances of getting consideration from new customers:76 percent of mobile shoppers have changed their mind about which retailer or brand to purchase.Over 50 percent of smartphone users have discovered a new company or product when conducting a search on their phones.Mobile visibility influences in-store traffic: 64 percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store.76 percent of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a…

Bazaarvoice adds ad targeting platform based on consumer intent

Bazaarvoice’s visualization of its network. For more than 5000 brands, Bazaarvoice’s cloud-based software allows visitors to rate or review products, or to upload product-related imagery.Now, the Austin, Texas-based company is taking the next step, by announcing a first-party data-based ad platform that targets those visitors with ads and offers relating to the products they’ve viewed, rated, or reviewed.The company says that its network of sites and apps reaches three out of every four shoppers in the U.S., tracked via cookies or mobile device IDs. The ratings, reviews, and consumer-generated content are also syndicated throughout its network, which includes Adidas, Best Buy, Crate & Barrel, and Chico’s.“Once we see that a consumer is in-market for sneakers and goes to a retailer [site],” VP of Brand Partnerships Graham Harris said, “we can build a segment for that kind of shopper.”[Read the full article on MarTech Today.]

via Marketing Land

Selling your agency, a how-to guide, Part 3: The mechanics of being acquired

In the movies, an agency acquisition would probably be shown as a quick montage: The agency founder gets a call, gets on a plane, has a meeting in a fancy conference room with a bunch of guys in suits, signs a contract, pops some champagne and jets off to the Bahamas to celebrate.The reality isn’t as glamorous. The process is a lot longer, and often quite boring, and there is usually little time to celebrate after the deal is signed.Two ways to sell: Run a process or wait for suitorsSomeone once told me that “good agencies are bought, not sold,” and I think that is often correct. If you build a great business, acquirers will eventually find you and want to buy you. That doesn’t mean, however, that you should always avoid contacting potential acquirers to avoid looking too eager to sell.The most common method of selling an agency is setting up a “process.” A process consists of several steps:1. Creating a memorandum about your agency. A memorandum is around 25 pages long and contains k…

Nine excellent examples of web form design

Filling in forms online can be a pain, but good design can make a lot of difference to the user experience. To coincide with our new Marketer’s Guide to Form Optimisation, produced in association with Fospha, I’ve collated some examples of great form design, or aspects of forms that are worth learning from.Schuh: easy address entrySchuh uses this predictive postcode entry tool on its checkout, which suggests matching addresses as you begin to type them in.This has two benefits:The customer doesn’t have to spend time typing out their whole address.It reduces the risk of making mistakes and subsequent delivery problems.Threadless: use of micro copySome form fields can create confusion among customers, perhaps due to uncertainty about entry formats, or the information required.This can often be solved with some explainer text placed next to the relevant form field.Here, Threadless clearly explains what it expected in terms of card entry, and clarifies the security code format for differe…

What marketers think of Twitter’s harassment problem: ¯\_(ツ)_/¯

Apparently the brands looking to buy Twitter the company are way more concerned about the social network’s long-standing but recently highlighted harassment issues than the brands looking to buy its ads.Quick recap: Over the summer “Saturday Night Live” star Leslie Jones came under attack from a mob of racist trolls on Twitter and temporarily left Twitter because of the abuse. Then BuzzFeed publisheda seriesof reports investigating Twitter’s inability to curtail the harassment happening on its platform.These high-profile examples of Twitter’s harassment problems got some people — ahem, some people *on Twitter* — wondering what is Twitter’s issue and whether they should continue to use its service. Brands don’t seem have to been asking the same questions, based on conversations with execs from five separate ad agencies, two of whom declined to talk on the record.“None of my clients have brought up the recent issues,” said Mary Kate Gough, social media content specialist at WHITE64.“Not…

Brands must close the loop on audience segmentation

Marketers competing in mature product categories are in a tough spot. For offerings from cereal to flights to cars, competition for market share and share of voice is ruthless.Brand managers have to contend with long-established brands (e.g., Pepsi and Coke), hot new trends (e.g., coconut water), and even competition within their own corporate walls from overlapping brands (e.g., Dasani and Sprite.) Targeting the same old segments, such as “soccer moms” or “business travelers,” simply doesn’t provide enough product lift to win against the current of competition.Companies in these sectors are forced to get creative by targeting a varied set of audience segments. A detergent brand looking to attract new audiences and be more relevant to current customers might create convenient pre-measured pods that appeal to both working moms and single men, for example.Tailoring to different segmentsA lot of work goes into understanding the target audience’s needs and creating a marketing plan to com…

How to use buyer intent to write better copy

Understanding your audience is the hardest thing in copywriting.Most of us know our target demographic and still, it is very hard for us to constantly create content that converts. In the end, without a loyal audience, there is no reason for you to write in the first place.It is even harder to write for websites that are purely profit driven. In such cases, a writer has to have good understanding of a product, its advantages and flaws and how to properly present them. In other words, you have to understand a buyer’s intent.Aligning your articles with your websiteAlthough this is not in a direct connection with copy itself, it is definitely something that can affect your conversion rate. If you already have a commercial site, you need to create content that will be aligned with the general website theme.Even though this will not make your article better, it prevents loss of customers who visited your website expecting to see one thing only to be greeted with something completely differ…

Facebook adds new tools for local discovery and commerce to Pages

Facebook wants to be the mobile solution for local businesses. It also sees itself increasingly as a local commerce platform for consumers. The company’s recent introductions of Marketplace and its Events app are indications of a full court press into local.Today Facebook is adding more tools for consumers and business owners:Booking and ordering for PagesSocial recommendationsLocal event discoveryThe most significant of these new tools is online food ordering and the ability to buy tickets and book appointments on Pages through “call to action” buttons.This new functionality is being accomplished through an ecosystem of third party partnerships, which Facebook will continue to grow.Launch partnerships include Booker, BookingBug, Front Desk, HomeAdvisor, MyTime, Pingup, Schedulicity, Setster and Simplybook.me. Users will be able to buy event tickets through EventBrite and Ticketmaster as well as movie tickets through Fandango. Facebook users will also be able to request a quote from b…

Guide to Google ranking factors – Part 7: Site-level signals

Last week we published the sixth instalment of our complete guide to Google ranking factors.It concentrated on trust signals, authority and expertise, paying particular attention to Google’s Page Quality Rating.This week we move away from on-page content, and dive into site-level factors.1) HTTPSHTTPS adds an additional layer of security to a standard HTTP protocol by encrypting in SSL and sharing a key with the destination server that’s difficult to hack.Google wants to keep everyone safe on the Web, so it uses HTTPS as a ranking factor. Here’s Google’s 2014 statement:“We’re starting to use HTTPS as a ranking signal. For now, it’s only a very lightweight signal, affecting fewer than 1% of global queries, and carrying less weight than other signals, such as high-quality content.”According to Moz, as of 2016, HTTPS websites account for 30% of all Google search results.2) Site speedCheck the size of your page sizes and their load time. You can use Google’s own site speed test to do this…

Facebook Live now Offers Stream Scheduling for Verified Pages

Facebook has been improvising its live broadcast at regular intervals and this time around the social media giant has introduced the scheduling feature for the broadcasters. Now what happens here is that broadcasters can schedule a Facebook Live stream beforehand instead of sending an invite without the link to the live stream. As with most of the other Broadcast feature, the Scheduling is also rolled out for verified pages. Facebook is planning to roll out Live scheduling to all the pages starting next week.I have always found it to be a tad bit annoying that one had to manually keep a track of the live stream and would get a notification only once it starts. The another problem was the absence of a shareable link, so all one could do is send an invite with the timings on it. This new feature will definitely help the bigger players including brands and celebrities who usually follow a schedule when it comes to Live broadcasts.In order to schedule the Facebook Live broadcasters, need …

Apple’s 2016 MacBooks With USB Type C to Launch on Oct 27

One of the most awaited products from Apple this year, apart from the iPhone 7, is the all new refreshed MacBook lineup. Now, it seems that the Cupertino-based firm is all set to unveil their new MacBooks alongside iMac and other Apple accessories on October 27.Unlike last year, Apple is expected to make some major changes in their MacBook lineup and this includes both their MacBook Air and the MacBook Pro. In fact, the MacBooks have received very subtle updates for the last few years. This is especially applicable for the Retina Macbook Pro. Reports coming from various sources indicate that Tim Cook led company may ditch their 11.6 inch variant of the MacBook Air in favor of the 12 inch MacBook. For those unaware, Apple had launched a new 12 inch MacBook last year that failed to sell as per the expectations, mainly due to sheer competition from the 11 inch Air. So expect Apple to start selling the 12 inch Mac at a lower price this time around.
Talking of specs, the MacBook Air isn’t …

SEMRUSH Coupon: Free Pro Account for 14 days Worth $150

SEO is one of the areas where I have focused a lot these days and in this process, I have used many SEO tools. Most of the tools which I worth sharing, I reviewed it here at ShoutMeLoud. The best part is, most of these software’s are free to try and if you like it, you can buy it. Today, I will be sharing a SEMRush coupon code that will help you to grab SEMRUSH free trial Guru account for 14 days which is worth $149.95.A couple of weeks back I added a review of SEMRUSh, which is one of the best SEM tools in the market. The Pandora of information you can extract using this tool is endless and enough to take control of your niche. Though, best of the thing comes with a price tag, and same is with SEMRUSH. But, it’s always a good idea to try a service before you start paying it, and that’s where this SEMRUSH promo code will help you to try their agency account with no restriction for 14 days. Create your free SEMRUSH Account Why you need SEMRUSH?One of the keys to becoming a success in th…