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Showing posts from January 3, 2020
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23 expert predictions: Here’s what successful marketers will do in 2020

Paid SearchWant better leads on LinkedIn? Focus on your contentYou’re going to be working hand-in-hand with your sales team this year, tracking that lead at every stage and attributing all the way down.
AJ WilcoxRead More SEOFocus on the impact of the user, not GoogleGoogle’s getting way more qualitative and it’s important to consider where Google’s going with things and the overall picture when approaching a core update.
Mordy ObersteinRead More EmailWhat you need to know about mobile engagementWe need to understand that mobile email is simply an adaptation of what we’ve been doing all along, but in a compact form that requires channel and platform-specific thinking.
Len ShneyderRead More Local SEOA wishlist of improvements for Google My BusinessI’d love to be able to visualize the data by month or by week instead of daily. It can be very difficult to analyze the graphs when the option is always set by default to show daily.
Joy HawkinsRead More AnalyticsMachine learning will fre…

Want better leads on LinkedIn? Focus on your content

Contributor and SMX speaker, AJ Wilcox, explains why this is the year to be working hand-in-hand with your sales team to track leads with your LinkedIn Ads.Below is the video transcript:All right, marketers. So in 2020 here’s what you’re going to want to make sure that you are doing with your LinkedIn ads.Now I know your boss told you that they want more demo requests from your social media, But, let’s be honest. People are more likely to be swimming with sharks then they are to want to hop on the phone with your sales rep before they get to know, like and trust you. So what you’re going to need to do is approach them with really interesting, valuable gated content in order to get their information. If you go right for the kill, if you get any leads at all, they’ll be crazy expensive, and they’ll convert it like one and half to 4%. Crazy low.Instead, what you want to do is make sure that you release good gated content that converts at 15% or higher. What that will do is it will give y…

In 2020, focus on the impact of the user, not Google

In the coming year, contributor and SMX West speaker, Mordy Oberstein believes SEOs should be analyzing the latent messages of what Google is actually trying to do holistically with core updates.Below is the video transcript:Hi. My name is Mordy Oberstein. I’m the CMO of Rank Ranger and I’m here to talk to you about what I think is important in SEO walking into 2020.What I think is important is taking a more multidimensional, less linear, look at core updates. What do I mean by that? Well, sometimes we tend to fall back on our fall backs, if that makes sense, on links on certain technical aspects when dealing with a core update. But I think it makes a little bit more sense to consider the overall picture, meaning a multidimensional look at what is going on around the core update.What’s Google been doing?
What’s Google been pushing for?
What are some of the new abilities that Google has or has displayed to us?
Where’s the inertia?
Where’s the momentum was Google pushing for?
And consid…

A wishlist of improvements for Google My Business in 2020

There was a LOT of changes in the Local SEO world in 2019 – 94 that I’ve tracked (most are listed here). I have to first give Google credit for working so hard to improve the Google My Business product so much. That being said, there are definitely still some items that I think are in drastic need of change.Here are the top 5 things I’d like Google My Business to update or change in 2020.1. Customization inside GMB Insights. When you log in to the Google My Business dashboard, the options for Insights are pretty limited. You can see a week, a month, or a quarter on the graph. I would love it if Google would allow you to customize the date range. They already have this option in the GMB API but it has yet to make its way into the dashboard. I’d also love to be able to visualize the data by month or by week instead of daily. With so many businesses having high or low peaks on weekends, it can be very difficult to analyze the graphs when the option is always set by default to show daily.

Machine learning will free up time to be more strategic with accounts in 2020

Contributor and SMX speaker, Brooke Osmundson, explains how machine learning is changing our account work and why we need to be smarter about layering our campaign assets in 2020.Below is the video transcript:Hi, my name is Brooke Osmundson and I am the associate director of research for NordicClick Interactive. And today I want to talk about the top things that marketers should focus on the most for 2020.The first thing I want to talk about is machine learning. It’s no secret that it is part of our lives right now, and part of your jobs. But what I’m thinking is going to happen is, it’s going to shift your focus on what you’re doing day-to-day within your accounts. We’re going to see less tactical pieces that we have to focus our time on. And it’s really going to help you be more strategic in your account. So with machine learning, what data can give you, what can it do for you to free up more of your time to start thinking more bigger picture and focus on those bigger picture decisi…

What you need to know about mobile engagement in 2020

I’ve discussed how more than 50% of all email isopened on mobile devices. This is what you might call a “known known.” This fact is a great ice breaker at a marketing conference, however when you consider that more than 33% of all holiday shopping on Black Friday and Cyber Monday came from a smartphone, the conversation elevates from casual to game changer. If that’s not enough to get you thinking about small screens and their power, then consider that 61% of all web traffic came from mobile devices! Not only are we engaging more with email on our mobile devices today, but we’re also shopping, browsing and spending oodles of cash on our smartphones and tablets.The mobile mindsetWe all know the basics at this point: single column designs, bigger buttons, clearer calls to action and media queries/responsive designs that create as uniform an experience as possible across the seemingly limitless set of platforms and devices used to access email and the mobile shopping experience. However,…

Make 2020 the year for e-commerce to get better with the mobile experience

Contributor and SMX speaker, Duane Brown, explains in this video why 2020 is the year to get a handle on your mobile experience as well as find the platforms your customers are on and experiment if they’re new to you.Below is the video transcript:Hey, my name’s Duane Brown. I run an agency up in Montreal, Canada. We focus on kind of two areas, paid ads, PPC, Google, Facebook, stuff like that. We also do CRO for clients, we’ll often have to figure out how do their websites convert more. And a lot of our clients are in e-commerce.There’s a lot of trends I think happening for next year. I think there are two areas we all need to focus on. One is that more people are going to spend time on like Pinterest and Snapchat and even Tik Tok. And so figuring out, do you have customers on those platforms? And does it make sense to test those out in 2020? You know Google, Bing, Microsoft,  Facebook – those are all great places to be. But I think spending more time on those other platforms makes sen…

4 things Shopping Ads managers need to prepare for in 2020

As we look ahead to 2020, the Shopping Ads practitioner is likely wondering what the upcoming year has in store for them. Here are four things to watch as we see the advertising platforms pick up steam with automation and creating efficiencies.Smart Shopping Campaigns (SSC) – Let’s get automated with GoogleWe were all thinking it, so we might as well get that out of the way first! Smart Shopping Campaigns (SSC) are certainly the elephant in the room aspect of Shopping Ads 2020.As a quick recap, Smart Shopping is a campaign type in which Google controls a bit of the process of showing Shopping Ads across multiple channels such as Display, Gmail, Youtube and Search and maximizes conversion value (or targets a specific ROAS) as much as possible. In October, I attended a seminar at Google LA in which we were told that 60,000 accounts are currently using Smart Shopping… and we should expect that number to rise in 2020.However, here is what I expect to also change in 2020 with the increase …

Focus on E-A-T to avoid performance problems in 2020

Contributor and SMX speaker, Lily Ray, wants to make sure you think about your backlink profile and telling search engines through the right structure data you’re a trusted entity.Below is the video transcript:Hi, my name is Lily Ray. I’m the director of SEO at Path Interactive, a digital marketing agency here in New York City.I think in 2020 marketers should be focusing a lot on E-A-T – expertise, authoritativeness and trustworthiness. The reason I think that’s important is because there’s been a lot of big core algorithm updates on Google in the last several years that have been affecting a lot of websites, particularly websites that offer like medical advice, legal advice, financial advice. And it’s really important to think about E-A-T as part of your SEO strategy. You have to be telling search engines and users why you should be trusted. Why you’re an expert in the subject matter.You know, think about your backlink profile and make sure you have this trusted, credible backlinks p…

2020 will be the year to get our data right

Contributor and SMX speaker, Aaron Levy, shares his insights about why it’s the “year of getting our data really, really right” and how that will impact paid search automations in 2020.Below is the video transcript:Hi, my name’s Aaron Levy. I’m the group director of paid search at Tinuiti. I think 2020 is going to be an interesting year of a mix of some of the things that we talked about for the past couple of years.It’s already been the year of mobile.It’s already been the year of automation.It’s already been the year of people.I think this year is going to be the year of data. All those things that we’ve been building up for the past couple of years, having Google automate all of our bids and our keywords and things like that that only works with really good data.So I think that this upcoming year, in 2020, it’s going to be a year of getting our data really, really right. Getting it to flow back and forth, getting it to pass back and forth, so that then these automation tools that w…

You need to master data privacy, security and consumer trust to succeed in 2020

If you are selling a product, then you are also in the business of privacy, security and trust. And it should hardly be a surprise. In 2019 we saw an increased focus on data privacy laws around the world, data breaches climb to an all-time high (at least four billion records), and the erosion of people’s trust in marketing and advertising to only 3%, the lowest of any industry or practice. Welcome to the new age of digital marketing! If you want to survive in 2020, you need to bring your best game, which means mastering data privacy, security and gaining consumer trust.Getting data privacy rightFor years, we’ve been listening to the martech siren song of “big data solves everything.” We’ve been focused on collecting as much consumer data as possible, regardless of the actual value or the consumer’s best interest. After drifting towards the rocky coast of the data privacy island, we are now clearly shipwrecked. EU’s General Data Protection Regulation (GDPR) and South Africa’s Protectio…

The paid search shifts of 2019 that will shape how we market in 2020

In 2019, Google shook up mobile search results pages with a redesign that introduced black “Ad” labels to text ads and favicons for organic listings. It also caused a stir in notifying some advertisers it would start handling campaign management for them. Automation continued to be a major theme. This year, it was reflected most prominently in Google’s product announcements aimed at owning the funnel with campaigns that extend across properties. Adjusting to new privacy restrictions and expectations also took on new urgency and will have a significant impact on search marketing in the year to come.Bing celebrated its first decade. Ten years on, still, Bing’s market share doesn’t rival that of Google and likely never will – but perhaps that’s beside the point now. The newly-branded Microsoft Advertising doesn’t have to carry 90+% of its parent company’s revenues like rivals Facebook and Google’s ad businesses, and it began exhibiting more of an independent streak in 2019 rather than si…

Campaign Monitor publishes global email benchmark report

Email service provider Campaign Monitor has released its annual global email benchmarks report, offering marketers a glimpse into email marketing performance across industries.Government organizations topped the list as having the highest open rates of over 30% —  an increase of nearly 11% over the course of 2019.  The Automotive and Aerospace industry had the lowest open rates of only 12.6%, down from 17% las year.Why we careFor marketers, the ability to measure the effectiveness of your brand’s email marketing program is essential for successful campaigns. The report provides insights that will help organizations understand how they match up against their peers and competitors across different industries and will highlight key areas for growth in email marketing programs.“Marketing has evolved to become a data-driven discipline, and marketers need to actively measure the effectiveness of their campaigns and programs,” said Lane Harbin, director of marketing at Campaign Monitor. “Cam…