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Showing posts from October 26, 2017

Let customers drive email’s cadence

Email is the default medium for communication across the internet. It can reach new customers through lead-gen campaigns and rejuvenate old customers with fresh insights into their respective industries. But the longstanding question for most emailers is this: How much email is too much email?There is a simple answer to that admittedly complex question: Just ask your audience. The best way to ask your audience is with the humble preference center.Preference centers are powerful tools that can be used to tailor both email content and cadence. It also arms marketers with the information they need for a better understanding of what customers want from a given organization. A good preference center aims to empower readers with just enough relevant insight without overwhelming them with irrelevant promotions.These centers also can help email marketers better segment their lists and receive feedback from interested parties, driving more accurate information to marketers and more relevant ad…

Amazon to give Prime customers free access to paid Alexa skills content

Jeramey Lende / Amazon continues to expand the benefits of its Prime membership as an acquisition and customer retention tool. Prime has become a critical program for the company, now covering more than 60 percent of US Amazon shoppers, who spend almost twice as much annually as non-Prime members do.In addition to the principal benefit of free two-day shipping, there’s a growing list of free content available to Prime members, including access to Amazon’s streaming video service. The newest (or emerging) Prime benefit appears to be access to some premium content within Alexa skills, according to a TechCrunch report.The company is starting to allow developers to implement a freemium model as a way to monetize skills. Previously, it shut down a third-party advertising effort from VoiceLabs in the form of “sponsored messages.”Premium content with access for Prime members will help developers make money, which is critical for the health of the ecosystem. It will also poten…

Segment launches Personas to capture its ecosystem data into customer profiles began in 2012 as a data switchboard for business applications. Instead of configuring data exchange between each of your tools and the others, you could connect them all through Segment.Over the last few years, it has evolved. Initially, for instance, it took data from sites and apps and made that available in analytical tools like Mixpanel or Google Analytics. Then it added a data warehouse, and last year it expanded data sources to include other tools, like Salesforce, help desk Zendek and payment platform Stripe.This past July, the San Francisco-based company — which had dropped the “.io” — started evolving toward becoming a Customer Data Platform. It launched the ability to utilize user behavior captured in one tool as audience segments for another platform. Users who talked to a help desk in Zendesk about a computer problem, for instance, could become a segment for an email campaign in SendGrid about a premium computer support service.This week, Segment is taking the n…

5 steps to making your content smarter

The convergence of SEO and content has been a driving force in marketing for the past few years.A recent survey conducted by my company, BrightEdge, found that 97% of marketers view these two areas as converged disciplines.Given that 51 percent of the traffic arriving on your website is likely from organic search, I believe that the growing understanding of the integration between these two formerly separate silos is an essential transition.Despite this rise in understanding, however, a prominent problem remains: many marketers still struggle to get their content consumed by their target audience. BrightEdge found that a full 71 percent of marketers report that less than half of their content has been used by their target audience.This problem not only causes tremendous frustration for brands, it also results in countless wasted work hours as well as unnecessary spending. It is time for marketers to take a more intelligent, smart approach to content marketing.Smart content is:Discover…

Survey: Most consumers unaware that paid influencer posts are #ads

A new influencer marketing study from Open Influence shows that celebrities on social media are effective in getting consumers to buy things. However, most consumers also don’t fully understand when they’re seeing sponsored content.The survey polled 514 US adults who follow influencers/celebrities on social media. The chart below shows that Facebook-owned platforms dominate, followed by YouTube, Twitter and Snapchat.Just over 39 percent of survey respondents said they did not pay attention “to the brands and products that celebrities/influencers post about online.” However, the remaining majority said either they did (17 percent) or sometimes did (44 percent). Furthermore, half the audience said they had discovered a brand or product because of a third party post on social media.Apparel, food and beverage, entertainment, beauty, tech and fitness were the top purchase categories, in order, following exposure to a brand or product on social media. Apparel was by far the leading category…

Q&A: Twitter’s Stacy Minero details its new branded-content program, #Fuel

Copyright Aaron Durand (@everydaydude) for Twitter, Inc. Last week Twitter unveiled a new program called #Fuel to offer advertisers end-to-end creative consulting. #Fuel is an expansion of Twitter’s Brand Strategy team, which already helps brands to create content. That might sound confusing; it confused me. Why would Twitter need another branded-content team, let alone one that is housed within its existing branded-content team?It turns out that #Fuel aims to serve the types of brands that Twitter’s overarching Brand Strategy team doesn’t work with — the ones that “haven’t gone big on Twitter,” according to Twitter’s director of brand strategy Stacy Minero. Winning over those brands is crucial for the social network as it hopes to turn around its advertising business’s recent downturn.In an interview this week, Minero detailed why Twitter felt the need to spawn another branded-content team and explained how that team is working with brands like Bank of America to quickly create campai…

7 Best WordPress Membership Plugins To Create A Membership Site

When it comes to building a website, you have a lot of potential avenues available to make money online. While there are always the tried-and-true methods like display ads and affiliate marketing, one approach that many successful bloggers and marketers are now taking is launching a membership site.With a membership site, you restrict access to some or all of your content to different membership levels. This way, you can charge a subscription fee for access to each level.If you want to launch your own membership site, WordPress is a great platform to get started with. But in order to create your membership site, you’ll need to choose from the many WordPress membership plugins out there.To help you make you make your decision, here are 7 of the best membership site plugins for WordPress.7 Best WordPress Membership Plugins1. Restrict Content ProRestrict Content Pro is a flexible plugin from Pippin’s Plugins, the same team behind the popular Easy Digital Downloads plugin.It’s designed to…

Marketing Day: Long-tail keywords, YouTube’s FameBit & Twitter’s Ad Transparency Center

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:How to use long-tail keywords to build your short-tail rankings
Oct 25, 2017 by Stoney deGeyter
Some SEO professionals may advise you not to bother chasing rankings for competitive keyword terms, but columnist Stoney deGeyter believes you can build your authority for these keywords over time by focusing on the long tail.How to increase B2B traffic by 192% in five months
Oct 25, 2017 by Andrew Dennis
Looking to increase traffic and links to your site? Columnist Andrew Dennis shares the process he used to greatly improve search engine visibility for a B2B client.Don’t creep me out! Here’s how to get personalization right in programmatic
Oct 25, 2017 by Grace Kaye
With so much data at our disposal, there’s a fine line between relevant and creepy. Columnist Grace Kaye shares strategies for getting the right level of personalization in programmatic.

How to use long-tail keywords to build your short-tail rankings

If you have a relatively new or low-authority website, then you know how difficult it can be to rank for high-volume, short-tail keyword phrases. Heck, any competitive keyword can pose a challenge, even for well-established sites.I often hear experts talk about going after the low-hanging fruit of keywords. “Forget about the short tail,” they say.I agree that that going after the low-hanging fruit is a good strategy, but not at the expense of those highly competitive phrases that will drive some great traffic to your site. Rather, it’s that low-hanging fruit that paves the way to ranking for those more competitive phrases.[Read the full article on Search Engine Land.]

via Marketing Land

How to increase B2B traffic by 192% in five months

SEO is a long-term strategy.It takes time to build authority and reputation, and spammy tricks that work for a short time are eventually devalued by the search engines.However, we’ve found a strategy that’s delivered results relatively quickly and proven particularly effective in the B2B space.Some of our best projects have seen near double traffic growth:Not surprisingly, this traffic growth corresponds with our efforts to secure links. Here is a look at the trends for referring domains to the site above (via Ahrefs):Of course, seeing a case study where links helped grow traffic isn’t earth-shattering. But I want to share the strategies we used to achieve these results so you can experiment with them on your own site.[Read the full article on Search Engine Land.]

via Marketing Land

Don’t creep me out! Here’s how to get personalization right in programmatic

Programmatic is one of the most exciting channels for personalization. We have lots of data at our disposal, which we can use to tailor to whom we show ads, when we show it to them, and what we show them. Amazing.But not always amazing. There’s a fine line between relevant and creepy, and if you cross to the bad side, it can be catastrophic for performance and brand reputation.The problem is that the line is not fixed; every brand and every campaign is unique, along with the level of personalization that works best. In this post, I’d like to share my two top strategies for finding what the right level is: Master your targeting, and master your brand. Read on for the path to non-creepiness.[Read the full article on MarTech Today.]

via Marketing Land