Build Brand Loyalty through Personalized Content

Personalized content is easy to create, offers personalized service for your customers and can help you build brand loyalty. It’s an effective tool in the ongoing battle to earn customer trust. But personalized content doesn’t just benefit brands – it benefits consumers too. You’ve heard it before: personalized content is the future of marketing. But what does personalized content mean? Personalized content can take many forms, but at its base, personalized content means giving your customers something that they will connect with on a personal level. This could be an article about their hometown or industry-specific trends. It could also just be a personalized offer for them to purchase from you based on their past browsing history or purchases. The point is that personalized content is more than just putting someone’s name onto generic articles and offers; personalized content has to engage people in order to convert them into brand ambassadors!

5 New Google Quality Rater Guidelines Updates & Why They Matter

1. ‘Groups Of People’ In YMYL Content

Google’s update: “Expanded the definition of the YMYL subcategory ‘Groups of people.’”

Previously, Google’s definition of YMYL – “Your Money, Your Life” included a section about “Groups of people” that included information related to “race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender or gender identity.”

2. How To Research Reputation Information

Google’s update: “Refreshed guidance on how to research reputation information for websites and content creators.”

Google changed its language from stating that “stores” frequently have user ratings that can provide reputation information to state that this can be done for “websites.”

3. ‘Lowest Page Quality’

Google’s update: “Restructured and updated ‘Lowest Page Quality’ section; reorganized and refreshed examples to reflect new structure.”

Google made significant changes to make its section about how it calculates the Lowest Page Quality.

Most importantly, it expanded definitions and provided specific examples of what it means for a page to cause harm, spread hate, or misinform users.

https://www.searchenginejournal.com/quality-rater-guidelines-updates/424034/

What is a Good Average Open Rate for Email Marketing?

A couple of years after the Mailchimp data, Constant Contact found that the average for all industries is 19.84%. That gives us a decline of around 1.5%, and means that a bit under 1 in 5 emails are opened. This could be a shift in consumer trends, or it might be a natural fluctuation in behavior patterns. A larger number of emails being sent can also explain this decline.

Yet when it comes to industries that do well, many kept their place while others moved up or down. Industries with the highest average open rate for email marketing were Independent Artists, Writers and Performers (34.40%); Education (34.12%); Travel & Tourism(32.60%); Faith Based Organizations (32.48%); and Recreation, Sports & Entertainment (29.23%).

How to Improve Your Email Open Rate

Whether you have a high average open rate for email marketing or not, there’s always room for improvement. If you want to impress everyone and smoke the competition, try a few of these email marketing tips. And if they don’t work for you, keep trying until you succeed.

Summarize main points from an article

One of the great things about email marketing is that it lets you distribute content directly to people’s inboxes. However, sending the entire article isn’t always the best tactic. Consider sending summaries and encouraging people to click through and view the entire thing. This has the added bonus of drawing them onto your website.

Segment your emails

Another strategy to boost your average email marketing open rate is segmenting your emails. To segment, you send targeted emails to particular customer groups. For instance, if you are a fashion brand that designs for both men and women, then you might only send men’s fashion emails to males, and vice versa.

Personalize the contents

Think about it this way: would you rather get a clearly mass-produced email that’s exactly the same as everyone else’s, or one with your name on it? For most people, the small gesture of personalization means a lot, even though it’s easy with email marketing automation.

https://nealschaffer.com/average-open-rate-for-email-marketing/

Instagram Adds More Demographic Insights For Businesses

Businesses on Instagram now have access to demographic data about the audiences that see and engage with their content.

Previously, the demographic breakdown in Instagram Insights was limited to users who follow you.

Now you can see the demographics of all users you reach, regardless of whether they follow you or have ever engaged with your content.

The new data is located in Instagram Insights under the sections called Accounts Engaged and Accounts Reached.

https://www.searchenginejournal.com/instagram-adds-more-demographic-insights-for-businesses/424088/

10 Facebook Ad Metrics Marketers Must Track

To measure the real impact of your Facebook advertising on your business and how it’s generating new sales and customers, I’m going to walk you through how to add 10 core metrics (both default and custom) to a custom report.

#1: Create a New Custom Report in Facebook Ads Manager

To start, you’re going to need to build a custom report so you can add all of the default and custom metrics we’re going to cover into one data view. This will allow you to look at these metrics across all of your campaigns, ad sets, and ads with ease.

To build a custom report, open your Facebook Ads Manager dashboard and click on the columns button on the far right of the screen. You’ll then see a list of all of the default metrics with Performance selected by default.

#2: Add 4 Metrics to Assess Website Traffic From Your Facebook Ad

The first four metrics you want to add to your report will help you determine whether the traffic generated from your Facebook ad is getting to your website and how much it’s costing you.

Start by adding these three metrics:

Link clicks
CPC (cost per link click)
Landing page views

#3: Add 4 Purchase-Based Facebook Ad Metrics

Now let’s move on to the purchase-based metrics. You want to add these four metrics to your reporting column:

Total number of purchases
Purchase value (giving purchase conversion value)
Cost per purchase (giving cost per acquisition)
Purchase ROAS

After you add these metrics, be sure to deselect the checkboxes under each purchase metric in the right-hand column. These give a further breakdown you don’t want, as you’re looking at the metrics as a whole figure.

Surprising Facts About E-A-T & SEO

How Does Google Know if Content Is Authoritative?

There are real factors like links that have traditionally been used to establish expertise and authority as well as understanding what users want to see.

If a webpage receives many links, particularly from webpages about similar topics, then the webpage receiving the links can be understood as being authoritative for that topic.

There is no actual metric called “authority” that Google uses. Authority is simply a quality of a webpage that Google can guess at based on (undisclosed) signals.

Google Research & E-A-T

Ultimately, Google’s search results pages are about showing users what they expect to see.

Many of Google’s patents and research papers that describe link analysis, content analysis, and natural language processing all revolve around understanding what users want and understanding what webpages are about.

Links can communicate what page is expert.
AI helps Google understand what webpages are authoritative.
Content analyzed by AI and links communicate which webpages are trustworthy.
On-page signals may indicate expertise, authoritativeness, and authority… as well as their opposites.

https://www.searchenginejournal.com/google-eat/surprising-facts-about-e-a-t-seo/

Use Loyalty Content To Sustain Your Hard-Won Customer Relationships

How do you keep your customers loyal? Your competitors can be everywhere at once. Customers increasingly choose current price, proximity, and convenience over prior purchase satisfaction. A single brand misstep can quickly erode the favorable reputation it took years to build.

Did you guess content? (Ding, ding, ding, you’re right!) But as I mentioned, the rules for retaining customers differ from those to acquiring them. These tactics and tips can help evolve the relationship from a one-time fling into an enduring partnership.

Don’t go out of sight, out of mind

Taking an extended absence from their inboxes won’t make their hearts grow fonder. To stay top of mind, use content to show your business wants to do more than just sell to them. For example, you might consider an exclusive collection of content for customers, such as:

Personalized thank-you videos or getting-started demos
Email campaigns that regularly deliver feature updates and inspiring examples
Live and virtual events that give them opportunities to connect, ask questions, and share their ideas and experiences with other customers

https://contentmarketinginstitute.com/2021/10/customer-retention-loyalty-content/

To Keep Your SEO Page Title Tags Safe From Google Meddling, Try This

If you want to give your page titles a better chance of showing up on SERPs the way you intended it to, try these suggestions.

1. Avoid half-empty HTML titles

Google says one of its triggers for rewriting page titles is half empty HTML titles. So don’t create a page title like this:

| Site Name

2. Write descriptive titles

Take a fresh look at how you write your page titles. Clear page titles with some details are the best bet. Google says it will replace SEO page titles that are too vague or simply describe the website structure, like this:

Home | Site Name

3. Go for accuracy and clarity

Don’t try to make a page seem more up-to-date or more relevant than it is by monkeying with the page title. Google cracks down on page titles when the date doesn’t seem to match the content.

Keyword stuffing is another target. Don’t pack page titles with something like:

Ball Bearings, Bulk Ball Bearings, Steel Ball Bearings, Ball Bearings Supplier

4. Keep page title on the short side, but don’t obsess about length

Google doesn’t seem keen on long titles (although it doesn’t define an appropriate length).

Some marketers strive for no more than 60 characters because they believe that’s the standard. That’s a popular approach, but Google doesn’t say how many characters you can use or how many it considers with rankings.

Avoid unnecessarily long titles, but don’t stick to overly strict length limits. Keep page titles as short as they can be while accurately describing the page. Featuring keywords at the beginning of a page title isn’t essential, but it seems to help.

https://contentmarketinginstitute.com/2021/10/seo-page-title-tags-google/