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Showing posts from August 23, 2017
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Join the marketing technology community at MarTech. Beta rates expire this Saturday!

Join the marketing technology community at MarTech, October 2–4 in Boston. You’ll be able to choose from more than 40 sessions featuring 50 speakers from brands and agencies braving the intersection of marketing, technology and management. See the agenda.You’ll be joining attendees and speakers from top brands including:Rates increase SaturdayOur low beta rates are available for only a few more days! Register today for an All Access Pass and pay only $1,645 — that’s $250 in savings compared to on-site rates. You’ll get exceptional content, speakers, limitless vendor solutions, networking and top-notch amenities including hot meals, refreshments and WiFi.P.S. Rates increase in just a few days. Don’t miss your opportunity to save big and attend MarTech. Register today!

via Marketing Land

Facebook adds publishers’ logos to links in search results, trending lists

Realizing that people don’t always recognize the publication behind an article they find on Facebook, the social network is rolling out a way for publishers to attach their brand logos to article links appearing in Facebook’s search results and trending news lists, the company announced on Tuesday.The change is strictly cosmetic: Publishers’ logos will replace their names beneath article headlines, as you can see below.Facebook adds publisher logos to article links in search results (left) and trending news lists. Source: Facebook. Facebook’s hope appears to be that people will become more aware of their news sources on Facebook and less likely to fall for fake news from reputable-sounding news outlets.“By surfacing publisher logos next to article links, we want to make it easier for publishers to extend their brand identity on Facebook — to enhance people’s awareness of the source of content they see on Facebook, so they can better decide what to read and share,” said Facebook product…

IAB releases its first ‘Podcast Playbook’ guide for marketers

The podcast has taken another step toward becoming just another marketing channel, with the release this week of the Interactive Advertising Bureau (IAB)’s first buyer’s guide for podcast advertising.The free “Podcast Playbook: A Guide for Marketers” offers guidance on audience demographics, listener behaviors, creative, ad formats, delivery, targeting and measurement.It is intended, in part, as pre-conference reading for the third annual IAB Podcast Upfront next month. Last spring, IAB released a Podcast Revenue Study, which showed that podcast ad revenues will jump 85 percent this year over 2016, from $220 million to $119 million.IAB also published its second Digital Audio Buyers’ Guide in November of last year, which covered digital audio from streaming music to podcasts. A draft 2.0 version of IAB Podcast Measurement Guidelines, which are not included in this new Playbook, were released for comment last month.[Read the full article on MarTech Today.]

via Marketing Land

Why freelance marketing work could be damaging your personal brand

Freelance work is a great way for marketers to earn extra money in their free time. Along with the extra cash, it’s a good way to continue honing your skills and work on projects that you might not otherwise do.You also can decide to do as much or as little freelance work as your schedule allows. Though these benefits are nice, the quality of your freelance work may be hurting your personal brand.By its nature, freelancing can lack the structure you would expect when working for an agency. For example, a contract coming from an agency may be more defined, and legally speaking, sounder than one a freelancer would create (if a contract is used at all).Or, a freelancer might let the client know when it’s time for payment but not send an invoice, where an agency most certainly would. Some freelancers are more stringent about these matters, but the point is that the administrative part tends to be looser in the freelance world.The more important, and potentially damaging, aspect of freelan…

Four tools to build a smarter and more up-to-date in-house marketing team

The SEO community has been fighting with low-quality, outdated and simply incorrect content for ages. How can you educate yourself as well as your team in this abyss of misinformation?It can be overwhelming to be a new SEO because there’s no way to tell a trustworthy article from a misleading one. In many cases, new SEOs are being guided by outdated advice and get themselves intro trouble.The other problem is the SEO information overload. There are so many click-baiting articles that keep retelling the same advice again and again. It’s really hard to find really valuable guides these days – it’s usually the same repackaged advice over and over.Here are four tools that can help solve these problems.1. ZestWhat I’d been usually doing to overcome these two problems was creating my own feed list and only reading what those selected bloggers had to say. There are two problems with that method:You limit yourself to a certain circle of voices and you are very likely to miss new and exciting …

Google announces AMP speed and viewability enhancements for ads

Yesterday, Google’s AMP (Accelerated Mobile Pages) group announced enhancements to ads served in AMP. Specifically, the project has entered phase two of its three-phase plan for supporting comprehensive advertising functionality in AMP.While phase one focused on basic support for ads within AMP, phase two focuses on speeding up AMP ad rendering, utilizing what they call “Fast Fetch” — separating the ad request from the ad rendering. Fast Fetch — vs. their previous method, “Delayed Fetch” — allows the ad request to happen while the page content is being rendered, and then only renders the ad before the ad slot is in view for the user.From their announcement:With Fast Fetch, ads are requested much earlier in the lifecycle of the page, allowing page rendering and creative selection in the ad server to happen in parallel. Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch.Ads that are created using the AMP ad spec get an e…

Why SEOs can’t afford to wait around for a mobile-first index

We’re often told that the web is increasingly mobile, and that it is imperative for businesses to adapt their marketing strategies to be ‘mobile-first’ in order to capitalize on this shift in internet behavior.But just how mobile is the web in 2017, and what does this mean for search?SEO and performance marketing agency BrightEdge today released a new report which sheds light on this question, and on the steadily widening gap between mobile and desktop search.I spoke to Erik Newton, VP of Customer Marketing and Head of SEO at BrightEdge, about the report’s findings, Google’s mobile-first index tests, and how SEOs can adapt their strategy to account for the increasing divergence between desktop and mobile.Majority mobile: 57% of web traffic is now mobile & tablet devicesIn one of the key findings of the research, BrightEdge reports that 57% of web traffic now originates from mobile and tablet devices – meaning that close to 6 out of every 10 consumers are using a mobile device. Bus…

Marketing Day: Store landing pages, lead nurturing & LinkedIn video

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Optimized store landing pages: An important part of local search strategy
Aug 22, 2017 by Tony Edward
How can brick-and-mortar stores improve the online experience for both users and search engines? Columnist Tony Edward says the key lies in strong local landing pages.How to improve your SEO with user-friendly interlinking
Aug 22, 2017 by Kristopher Jones
Sure, backlinks are important, but columnist Kristopher Jones makes the case that internal linking is also a critical component of improving your website’s search engine optimization and user experience.The 3 undisputed truths about lead nurturing
Aug 22, 2017 by Seth Price
Contributor Seth Price discusses how automation, content marketing and eliminating limits to follow-ups will improve the success of your lead nurturing efforts.Martech enablement series: Part 3 — Assembling your team member…

Optimized store landing pages: An important part of local search strategy

If you’re a business which has brick-and-mortar store locations, you may know that having a local search strategy is crucial to your business. Most business owners are aware that building a local search presence requires having profiles on Google My Business, Yelp, Bing Places, Yellow Pages, etc., so that you may show up for local search queries and build local search relevance. Having a presence on these local directory/profile sites is definitely a core part of local search marketing.Just as important is listing each of your business locations on your website. However, I’ve noticed that many businesses do not have landing pages for each of their store locations, which is a missed opportunity to further build local search relevance and rankings.Each brick-and-mortar location presents an opportunity to highlight information that is specific to the store and its surrounding area. It also gives you the potential to outrank other local directory/profile sites such as Yelp, which as busin…

How to improve your SEO with user-friendly interlinking

At my startup, LSEO, we recently ran an internal link audit to help inform and refine our growth marketing strategy. With multiple freelancers and staff writers constantly contributing content, our site has more than tripled in size in the past two years.Unfortunately, running a massive content marketing initiative with no central internal linking strategy in place had limited the spread of link authority throughout our website.I highly recommend auditing your own internal linking structure to make sure you aren’t inhibiting a blog post from being crawled or receiving “link juice.” This is not only bad from an SEO perspective, but also from a business standpoint. Content that is not properly interlinked may not live up to its full organic ranking potential — or be found easily by users.Let’s review some of the best practices of internal linking and show you why interlinking should still be a central concern of your SEO development.The function and benefits of internal linksFunctionA s…

The 3 undisputed truths about lead nurturing

There’s no shortage of resources available on best practices for generating leads. Today, you can find a sea of advice on landing page optimization, content marketing and more.When the water gets murky, nurturing your leads is the next step in the marketing and sales funnel. You can uncover new leads all day, but the real work comes in finding meaningful ways to continue engaging with these individuals.To help you start wrapping your mind around this critical step, I’m sharing three undisputed truths about lead nurturing.1. Follow-ups have no limitDo you have a self-imposed limit for follows-ups? Throw it out the window.Too often, marketers give up on leads too soon, when in reality they should continue politely nudging.A strong marketer will practice between seven to 14 follow-ups across various mediums — text, email, snail mail, call and voicemail. Most of these touches should be in the first three days after initial contact, and then spread out over the next 100 or so days after.If…