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Showing posts from March 19, 2020
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COVID-19 checklist for businesses: How to manage your online presence and keep customers updated in a time of crisis

The COVID-19 pandemic means that pretty much nothing is business as usual. Customers are concerned about how businesses are adapting to the situation — wondering if you’re open, have product available, if those products are safe, etc. There are several steps you should be taking now to ensure your customers can get answers when they’re searching online.Local business listingsFor local businesses, often it’s a directory listing, not your website if you have one, that’s the first thing your customers will see in Search. Be sure to update your Google My Business listings to highlight how your business operations have changed during this time.“Businesses need to work on modifying their store hours on their key profiles (like GMB [Google My Business] and Yelp) as well as their messaging regarding what they’re doing about COVID-19 via Posts or descriptions in their GMB profile,” Dan Leibson, VP of search for Local SEO Guide, told Search Engine Land.Review your listings across Google My Busi…

Effective SEO copywriting hints to increase your traffic in 2020

This article focuses on how to rank well in search engines through search engine optimization, while also maintaining the quality of your SEO copywriting.If you’ve ever written for the web, you definitely know that search engines play some role in web copy traffic. SEO copywriting can maximize the number of visitors you receive from search engines, simply because visitors are using the keyword phrase of your article to search for content.However, while ranking well on search engines does have its benefits, you can’t ignore your readers either. You still need to provide quality content in your SEO web copy to build trust, credibility and keep your readers coming back for more.What is SEO copywriting for the web?SEO web copy is web content optimized for search engine bots to increase your rankings on major search engines, like Google. By taking advantage of SEO web content writing tactics, search engines can better categorize your articles.As your SEO articles climb higher and higher in…

The cross-channel stress test – election year communications

Believe it or not, the internet has played a role in U.S. elections since 1996. That year all of the presidential candidates created websites, and yes, they looked like websites built in the 90s on cutting edge Netscape and Internet Explorer browsers. There was no Chrome to speak of back then, no Firefox, no Safari, and Opera was celebrating its first birthday in 1996. In 1996, the internet didn’t hold sway over the electorate as it does today—it was a shiny new object to be experimented with—the real action was still on TV, radio and in newspapers.Today, candidate websites and internet marketing campaigns aren’t just “nice to have” – they are THE must-have toolkit in every candidate’s arsenal if they’re planning on reaching diverse voting blocks in all 50 states. The internet has, in some ways, leveled the playing field as it can allow savvy operators to amplify their message at a fraction of the price that traditional media charges for similar reach.The bullhorn casts a wide netEmai…

MarTech Minute: Demandbase expands features, Simpli.fi adds attribution capabilities

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.ABM ACTIVATION. Demandbase, an account-based marketing platform, has released three new features: Data Stream enables marketers to create reports and dashboards via integrations with their preferred analytics tool; Site Analytics shows which targeted accounts are engaging with content; and Self-Serve Targeting allows users to run ad campaigns within the platform. Why we care: A fair share of B2B marketers are relying on ABM strategies to win over enterprise-level clients, but it’s not as simple as plugging in lead lists and monitoring engagement. Once again we see a martech solution adding more integrations and features within a core platform. And like other moves in martech, data has a starring role. In this case, it’s the ability to pull actionable data into customized dashboards while simultaneously being a…

Pro Tip: How to develop a content calendar that’s relevant with creative leeway

Creating an annual blog editorial calendar can seem daunting, but it doesn’t have to be. Using this three-step process, you can quickly and effectively produce enough blog topics to fill the calendar with four ideas per month, resulting in 48 topics for the year. Not only is this something you can do in an afternoon, but it also ensures each topic is both relevant to overarching content strategy yet broad enough to give content writers some creative leeway.1. Identify four key audiencesChallenge yourself to think of four existing customers that can serve as examples of the types of customers you’d like to land for your company moving forward. Pinpoint each customer’s unique challenges, emotions and values, as you’ll want the content to speak to those needs.2. Identify three solutionsThink of three solutions your company offers to each of the four customers. Perhaps it’s three different services, different products or different value propositions. Match up each of your three solutions …

Amazon could win big in the post-coronavirus retail economy

Pundits are already speculating about the post-coronavirus culture and economy. Among the lasting, potential changes are more diversified supply chains, the mainstreaming of online education, more companies embracing work from home, stricter hygiene rules for restaurants and hotels (that survive) and other public places. And beyond all that, a great deal more online shopping.Seismic shopping shift in the works?Unlike any other single event in our lives perhaps, the coronavirus and related economic fallout have the potential to massively shift U.S. consumer buying patterns. For the several years before the virus, we were seeing store closures and retail bankruptcies — the so-called retail apocalypse. That will be exacerbated and accelerated by the coronavirus and impending recession.Most major retailers (other than those selling “essentials”) are now “temporarily” closing their stores. In addition, the Simon Property Group, the largest owner and operator of shopping malls in the U.S., …

A look at Google’s recent COVID-19 related policies in search

There’s no doubting the impact that coronavirus has had on businesses around the world. From retail operations and restaurants shutting their doors completely, to Silicon Valley giants enforcing mandatory work-from-home procedures, the effects of COVID-19 have been widespread.But against a sea of countless examples of sensible brands playing their part to slow the global pandemic and ensure customer and employee safety, are a mix of folks looking to profit by exploiting fear and misinformation online. In a vital step to combating these bad actors, Google recently announced that it would block all ads that appear to capitalize on the virus while helping the World Health Organization (WHO) and other government authorities run public service announcement ads in order to educate the general public.The magnitude of Google’s measures is perhaps impossible to quantify. Google’s Trust and Safety team is working around the clock to safeguard consumers from phishing, conspiracy theories, malwar…

What’s a DAM and why should you care?

Digital Asset Management platforms, often called DAMs, are software programs that store, organize and enable the more efficient use of an organization’s entire library of digital assets. A DAM is the “single source of truth” where marketers can find every relevant version of the media assets that have been created for the brand — images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats.The further benefit of a DAM is that these assets are appended with metadata that can provide information on anything the marketer might want to know before using the asset, such as whether the company owns the perpetual rights to use a photograph (and in what markets), whether the legal team has approved a video, and that an infographic or whitepaper has been checked to ensure it complies with the brand’s design standards.MarTech Today’s publication of the “Enterprise Digital Asset Management Platforms: A Marketer’s Guide” examines the market for enterprise DAM pla…

Using location data to track coronavirus: An opportunity and tremendous risk

First Israel proposed using a “secret trove” of cellphone data to track the spread of coronavirus infection in the country, tapping a mobile phone database “secretly gathered to combat terrorism.” Now the U.S. government is proposing to do something similar in coordination with Google and other major U.S. tech companies.According to the Washington Post, “The U.S. government is in active talks with Facebook, Google and a wide array of tech companies and health experts about how they can use location data gleaned from Americans’ phones to combat the novel coronavirus, including tracking whether people are keeping one another at safe distances to stem the outbreak.”The benefits of using location data. There’s no question that mobile-location data and offline movement patterns could be a powerful tool in fighting the coronavirus and providing insights about where and how quickly the virus is spreading. The benefits of accessing “aggregated, anonymized” location data could include:Tracking…

Virtual event platforms scramble to meet demand as coronavirus knocks out conferences: What to do

Extreme measures being put into place by local and federal governments banning mass gatherings to slow the spread of COVID-19 are drastically impacting our industry. Marketing conferences scheduled to take place within the next several weeks are being canceled, postponed or going digital-only. The direct economic loss from canceled marketing conferences and business activities has surpassed $1 billion and continues to climb, according to data intelligence company PredictHQ.As marketers, we can’t bring every aspect of our business — including our events — to a complete halt, which is why companies are flocking to virtual event platforms to deliver content to attendees. But with the surge of complex requests coming in, how are these martech companies managing the increased demand? The waitlist for virtual events platform Hopin swelled from 10,000 in February to over 18,000 event organizers in a about three weeks, Founder and CEO Johnny Boufarhat told CNBC in an interview. To keep up wit…

Soapbox: Gratitude is essential right now

I didn’t always buy into gratitude practice. I thought it was naive and corny — akin to the “Live Love Laugh” signs you see at Hallmark stores.But acknowledging the good around us can be a key component in improving mental health and approaching our work from a positive and productive place.Gratitude doesn’t mean ignoring the truth of what’s happening. Nearly everyone is suffering in some way.I had a bit of an anxiety breakdown the other day, so I talked to my therapist, who reminded me of the power of gratitude.What do we, as digital marketers, have to be grateful for?We work in digital, meaning the hit we take won’t be as severe. Many of us can still find ways to make money.We’re more acclimated to working from home, even if we haven’t before, because of our comfort with technology.The marketing community is tight. I’ve seen multiple posts about how people are trying to help each other out. It’s incredible to see.Our customers and clients doing their best to stick with us, even when…