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Showing posts from November 7, 2019
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WhatsApp rolls out SMB product ‘Catalogs’ to support local discovery and commerce

At Facebook’s F8 developer conference in April the company announced a number of new offerings, among them WhatsApp Catalogs for small businesses. Facebook is now formally rolling it out in selected markets including Brazil, Germany, India, Indonesia, Mexico, UK and the U.S., with more countries coming soon.Showcase products or services. Catalog allows businesses on WhatsApp to showcase products and services and share them with customers via the app’s messaging function. Consumers can also discover businesses and see and browse products directly on the business profile.The process is simple. Business owners upload images of products (or their work product), provide descriptions, product codes and pricing. They can also add URLs to product pages, menus and so on.It’s not entirely clear but it doesn’t appear that businesses will be able (at this point) to sell directly on WhatsApp. But they can link to pages where products can be sold or other conversions can happen.Why we should care.

Moving holiday email campaigns over the finish line

I have a great career because I get to play in different sandboxes. This week, for example, I got to meet with a client in financial services, one that has little to do with the holiday retail onslaught that’s beginning to descend on us from every marketing channel.As I presented on industry trends, I said, “We’re in the fourth quarter, and that means retailers are going to flood inboxes. Take that into consideration when doing your email campaigns. Everybody’s going to be overwhelmed by the sale of the minute.”How different it is, I reflected later, to be working for a client that doesn’t do holiday email marketing and for marketers who don’t know the feeling you get in mid-December when it’s fourth down and 20 yards from the goal line with the clock running out. After all the years I put in working on retail email, I can tell you what it’s like: You’re just trying to find the energy to get that touchdown. And daydreaming how nice it would be to have someone ring your bell hard enoug…

Let’s kill the hourly rate: We are leaving money on the table

One of the hottest topics and hotly debated threads on r/ppc is about rates and what you should charge. What does an agency charge? What should I charge as a freelancer? How do you charge if you do work on Amazon versus Google or Facebook?Different ways to charge clientsThere are a lot of models for how you are going to charge a client. No one model is perfect and you have to do what is right for your business in the end.HourlyBill for each hour of your time and track how many hours you worked that week. This is one of the most common ways we have seen freelancers charge for their time.ProsWork more hours and you know you are going to get paid more (all things being equal). Clients love to love the hourly rate because they are familiar with it from designers and other creative industries.ConsAs you get better at a task and it takes you less time, you end up making less money even if you are getting better at your task. How does that make any sense? This is the biggest drawback to the …

Twilio study finds consumers prefer email and text when communicating with brands

Cloud communications platform Twilio has released a new study that found consumers prefer email and text when talking to brands, despite a wide selection of channels.The survey, which includes responses from 2,500 global consumers, also concluded that despite negative consumer sentiment toward how businesses approach communications, they are more likely to reward businesses that adhere to their preferred channels.“Everyday at Twilio, we hear from brands who want to improve their customer experience yet are overwhelmed by the increasingly complex communications landscape,” said Sara Varni, chief marketing officer at Twilio. “There is a lot to be done to improve the current state of how companies engage with their customers and it starts with knowing which channels consumers prefer and how to personalize the medium to align with the context of the interaction.”Why we should careUnderstanding how, when and where our audience wants to hear from us is critical to keeping them engaged with …

Page speed optimization: Six areas to focus on for better SEO results

Page speed optimization should be at the core of your SEO strategy. Your page speed is just as important as site speed is to SEO. Here, page speed should not be mistaken for website speed.What is page speed optimization and how important is this factor to your overall website ranking? Your page speed is technically how long it takes the content of a specific page on your website to load completely – or in more technical terms, “time to first byte”, which the time it takes for your client’s browser to get the first byte of data from your web server. Just like site speed which measures how fast a sample of page views on your website, page speed is critical to your search rankings.Several reports are saying, including Google admitting in 2010, that site speed due to the high relevance of page speed, is used as a web search ranking factor. Now that this is the case, how can you optimize page speed and improve your search rankings? Read on to learn more.Site speed as Google’s page ranking …

Search Marketing Expo is next week. Will I see you there?

Did you know? SMX East is happening next week — November 13-14 in New York City — and there’s still time to buy your ticket.This year’s agenda is the biggest one the Search Engine Land experts have ever created: 100+ search marketing sessions covering SEO, SEM, CRO, agency operations (new!), local search for multi-location brands (new!), analytics, mobile, video, content, tools, and more.You’ll also access interactive Q&A clinics, full-day training with leading brands including Google and Microsoft Ads, 30+ market-defining vendors, exclusive networking events, delicious meals, free WiFi, the SMX mobile app, and downloadable speaker presentations.The year is almost over… do yourself and your career a favor: Attend SMX East for the expert-led training and actionable tactics you need to generate awareness, drive traffic, and boost conversions in 2020 and beyond.Ready to register? Smart move! If you book before November 13, you’ll enjoy up to $300 off on-site rates.See you in NYC :-)P…

Is it time to add a Journey Manager to your customer experience team?

Product managers have long been part of product marketing teams, but Kerry Bodine, customer experience expert and coach, says it’s time for businesses to consider a new role: Journey Manager.“I would argue that every single thing your organization does influences the customer journey,” said Bodine.Bodine shared her ideas on the journey manager role and responsibilities, as well as a framework for building and managing the customer journey process at DX Summit in Chicago on Tuesday.The biggest obstacle in the customer journeyBodine, writes about and provides customer experience consulting to organizations like Adobe, FedEx and IBM, believes silos are the greatest impediment in the customer journey process.“Silos enable us to do things at scale that would essentially be impossible otherwise, but it’s terrible for our customers who are trying to accomplish things,” said Bodine.Her take — that customer goals naturally cross different departments, or silos — highlights the fact that the bu…

FTC issues ad disclosure guidelines for social influencers, aims to reduce deceptive content

The Federal Trade Commission released on Tuesday a document and accompanying videos that inform on how and when social media influencers must disclose sponsorships to their followers to comply with federal law.Titled Disclosures 101 for Social Media Influencers, the guide provides influencers with pointers on when an advertisement disclosure is necessary and offers examples of both effective and ineffective types of disclosures.Why we should careThere are brand reputation and financial implications to flouting disclosure laws. The FTC has been cracking down on brands and influencers for several years now. The new guide offers details around the legal responsibility of influencers to disclose endorsements in order to provide content transparency for audiences.The guide is a resource for content creators to quickly reference how, when, and where ad disclosures might be necessary. For example, posts made on behalf of your brand by an influencer should appear with a hashtag such as #adver…