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Showing posts from April 12, 2019
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How to write SEO-friendly alt text for your images

One of the biggest problems digital marketers face is nuances to crafting high-quality SEO rich content.A great area of opportunity for marketers is their SEO alt text for images. We’ve all been to websites and the image is replaced by a red “X”, or it’s just a blank box. Wouldn’t it be great if you could benefit from that image box for an increased search engine ranking?That’s where alt text comes in.Alt text is just a way to describe what is going on in the image while actively increasing your ranking through smart, thoughtful placement of SEO keywords. We are going to look at ways you can improve your image alt text while keeping your content search engine friendly.Research keywords before you startIt’s important that you look carefully into which keywords you’re going to use before you start creating content including your alt text. Google’s Keyword Planner tool can help you make educated decisions about which words are best suited for your website, depending on your niche.When yo…

In the battle for mobile engagement, branded apps hold untapped value

Consumers spend an overwhelming majority of their mobile internet time within apps. Recognizing this trend, the world’s biggest brands have developed apps as tools for providing services (like checking a bank balance) or making a purchase (through an e-commerce store). But many of these apps have untapped potential. Beyond basic transactions, branded apps can be used as powerful video delivery mechanisms that increase engagement and brand loyalty.Especially as email open rates decline, apps can serve as a new way to connect with consumers with greater efficiency. Customers who have taken the time to download a brand’s app onto their device are some of the most loyal customers a brand has. This advocacy is ripe for brands to mine.When a brand has an app and separately has video content, produced either for TV spots, social media or their website, there’s no reason these ingredients can’t be combined. The result is a powerful in-app content marketing hub that keeps the best customers en…

Survey: Less than 10% of marketers to focus on Digital PR in 2019

Zazzle Media has released their annual State of Content Marketing 2019 survey, which found that less than one in ten marketers (9%) will be focusing on Digital PR in 2019.Despite this, over three quarters (76%) state that brand awareness is a key performance indicator for them.Not only this, but 25% of content marketers will be ceasing to participate in offline PR activity as it has been perceived as an ineffective channel for them over the recent years.It seems there is an apparent disconnect between marketers’ desired goals and the tactics they need to carry out to achieve these.So why are marketers seemingly less concerned about off-page distribution, and why should you make a case for Digital PR to hold a key position in your marketing activities?Brand awarenessWhilst the creation of written blog content will appeal to people on the site, we need a mechanism that is going to drive these people towards the site first.Digital PR can help users find your site in a more organic way ra…

Supermetrics for BigQuery launches on Google Cloud Platform Marketplace

Supermetrics for BigQuery enables marketers to bring together cross-channel marketing metrics in one platform. Supermetrics has launched a connector for BigQuery, promising a “plug-and-play” solution for marketers to compile cross-channel campaign and analytics data with just a few clicks.What it does. Supermetrics for BigQuery is designed to bring data from multiple marketing platforms into BigQuery — effectively setting up a BigQuery data warehouse without having to write code or SQL or rely on developer resources.“This new product complements our existing offering by providing a robust, enterprise-scale data pipeline into the most powerful data warehouse out there, Google BigQuery,” said Mikael Thuneberg, founder and CEO of Supermetrics, in a statement.Why we should care. The ultimate goal is to be able to make better decisions about marketing allocations faster. Getting data from multiple channels into one place where it can be analyzed is often a big headache for marketers. Elimin…

The martech stack fallacy: It’s not about technology

Last week I had the privilege to join fellow marketers, industry leaders, and innovators at MarTech West in San Jose. There I sat in on some fascinating sessions on everything from tracking marketing attribution to highlighting the new omnichannel marketing stack to learning how to buy the right marketing automation technology. I read about a new product released at the conference that aims to “reduce lengthy sales cycles by uncovering best-fit prospects and helping reps connect with them at the right time.”On the ride home back to San Francisco that evening, I was thinking about all the conversations I had that day. It dawned on me: we marketers, including myself, are still chasing the wrong things. There is so much technology that’s working to automate — emails, live chat, content recommendations and more. And it’s only going to increase: DemandGen Report states that 63% of marketers plan to increase their marketing automation budget in the next year.What’s the appeal of automation?…

Pinterest introduces new conversion features for Promoted Pins and Videos

Pinterest launched two new conversion tools for advertisers on Thursday, offering conversion optimization for Promoted Pin campaigns and a new conversion goals feature for Promoted Videos. Both are available to any brand with a Pinterest business account.Conversion optimization for Promoted Pins. Before now, Promoted Pin campaigns were optimized only for clicks. But now, with the newly introduced conversion optimization feature, advertisers can optimize Pinterest campaigns for specific actions to drive online checkouts, more signups or better leads.“Advertisers who care solely about performance have been able to achieve their business goals using manual inputs,” Pinterest wrote on its news blog, “But the new conversions objective allows them to hit their goals quickly and easily without additional effort.”SmileDirectClub CMO John Sheldon said the conversion optimization tool is one of the most successful things his brand has done.“Pinterest is a very successful introducer for us. Usin…

Learn how to discipline your story to serve your digital transformation

A digitally transformed organization is a content organization. You now manage a continuum of experiences across an expanding range of digital customer touchpoints. And all those experiences need content constantly. The good news (besides the data that comes from such a continuum) is that you have a lot of opportunities to bolster your story. However, with the increase in velocity of both content and consumption, it gets cacophonous out there. And the best shot to get your message heard and understood in all the racket is to keep your story focused, clear and consistent. To arrive at that kind of story, you need to define, create and protect your story.1. Define what a story isThis is an easy stumble out of the gates, and it’s mainly a marketing and business problem. We are surrounded by stories today. Inundated by them. Movies, television, books. We know what a story is because we experience them multiple times every day.But, when it comes to business and marketing stories, we tend t…

Waze enables programmatic inventory, to offer richer analytics with Google ad tech integrations

Waze announced Wednesday that its zero-speed takeover ad unit is now available programmatically via Google’s Display & Video 360 (DV360) DSP. The Google-owned navigation app also said it will integrate with Google Campaign Manager to provide deeper measurement, allowing brands to compare Waze campaign performance against other media buys.Why you should careThe DV360 connection marks the first integration by Waze with Google’s ad tech properties and first foray into offering its inventory programmatically.The relatively new zero-speed takeover ads appear when the driver is near a location — or a brand’s billboards as McDonald’s has tested — and the car is stopped. Buyers can layer first-, second- or third-party data in targeting Waze users, including information about their location, frequent routes, weather, and time of day.Waze promoted search ads and branded navigation pins are not offered via programmatic at this point.The Campaign Manager integration will let media buyers comp…