The Digital Marketing industry is always changing, but it can be difficult to stay on top of new trends. One trend that seems especially relevant for your company is consumers’ increasing desire for brands to focus on making the world a better place. 63% of respondents said they were more attracted to brands that focused their efforts on social responsibility. It’s easy for digital marketers to get lost in the shuffle of new trends and forget about what is important. But social digital marketing is about more than just reaching people with your message. It’s also about supporting social causes and making the world a better place. Find out more in this week’s post!
B2B Marketing News: B2B Demand Gen KPI Study, Edelman Trust Barometer, Instagram Gets Desktop Posting, & Gen Z For B2B Brands
Edelman Trust Barometer special report: Brands must be agents of societal change, say consumers
63 percent of consumers say they are more attracted to brands that focus on making the world a better place, while 78 percent said they believe their influence goes beyond the consumer experience to business operations — two of several statistics of interest to digital marketers in newly-released survey data from Edelman’s Trust Barometer report. PRWeek
Most Demand Gen Marketers Hit Their KPIs in 2020
43 percent of B2B demand generation marketers say they met their original key performance indicators (KPIs) in 2020, with 35 percent topping their original targets, according to recently-released survey data. The survey also showed that 18 percent expect their demand gen budgets to significantly expand in the coming 12 months, with 49 percent expected some budget growth. MarketingCharts
Focusing on gen Z: how B2B brands can hook this new generation of customers & candidates
LinkedIn’s (client) vice-president of marketing solutions Penry Price has shared insight into how B2B brands can better connect with buyers in the Gen Z demographic, including a heightening importance for live video, audio content, and brand values. The Drum
Facebook Adds New ‘Optimize Text Per Person’ Option for Automated Ad Customization
Facebook has begun rolling out a new feature that aims to deliver ads on the social platform in the format that each user most favorably responds to, bringing marketers new options for experimenting with the per-person optimization capability, the firm recently announced. Social Media Today
10 WordPress Mistakes to Avoid
1. Using Poorly-Coded Themes
Whether your theme is custom-built, purchased from a theme vendor, or downloaded for free from the WordPress repository, there are a few critical details you need to evaluate to ensure it will not put you at a disadvantage, including:
This is critical because invalid HTML can cause rendering issues, which affect both users and search engines.
Many themes load a ridiculous number of scripts, images, fonts, and other types of files, which cause your pages to load more slowly. The worst part is that many themes load these files unnecessarily. Rather than loading files only on pages where they are used, many themes simply load them on every page, which results in a significantly slower load speed. Page speed is critical, both for users and for SEO.
2. Using Page Builders
I understand the arguments in favor of them – they make it easier for people to add and edit designed content. But the problem is that they also create a lot of bloated code, add unnecessary HTTP calls, and often, introduce HTML errors that you can’t fix.
3. Installing Excessive Plugins
The first problem is that there’s a wide range of development quality in these plugins. As with themes, many plugins are poorly coded, which slows down the load speed and introduces HTML errors into your website.
4. Not Optimizing Media
These large, high-resolution images are great for printing, or even for cropping a smaller section to be displayed at full size without losing image quality. But if uploaded directly to your WordPress media library, they will often be stored as full-sized, unoptimized images.
A Step-by-Step Strategy for B2B Pillar Pages
It’s so important that you’re linking back from the cluster pages to the pillar page and from the pillar page out to your clusters.
Again, this has multiple benefits. One that your customers are able to navigate to this content and get their questions answered themselves. Then, at the same time, it’s great for SEO because it’s so easy for Google to tell what this content is about since it’s all internally linked to each other and it’s all focused on one specific topic. So if this sounds like something for you, I’m going to walk you through step by step how to go about creating a pillar content strategy.
1. Pick a topic – You can talk about ideating content for B2B. You can talk about on-site optimization. So something that is definitely broad, has lots of keywords, but not so broad you’re biting off more than you can chew.
2. Keyword research – It’s so important. So you can start with that one topic, but then you really need to expand your list of keywords to find all of those secondary keywords that you want to include.
3. Look at your existing content – Maybe you’ll have some content buried in your blog or buried in your resource section that you can repurpose and include as part of this strategy.
4. Plan URL structure – You can just link to it in your top navigation, or maybe you just want to feature it on your resources section. But one thing to keep in mind is that you want to make sure that your cluster pages are in a subfolder of your pillar page.
5. Start writing (clusters first) – Now ideally, for your main pillar page, what you want is to have sort of just an introductory section talking about the topic area as a whole, but really this page serves as that hub that links out to all of your other secondary pages.
Facebook Video Ads Made Easy: 5 Ideas to Boost Sales
#1: Combine Product Images and a Logo Overlay to Establish Brand Recognition and Recall
You don’t need to have a big budget, video editing skills, or even the confidence to talk to a camera to create effective Facebook video ads. With some planning and inspiration, any business can create scroll-stopping videos.
#2: Enhance Static Elements to Create Eye-Catching Movement in the News Feed
Another way to capture people’s attention in the feed with your Facebook ad is to add some animation to a still image.
#3: Promote Customer Testimonials to Convey Social Proof
Social proof is vital for building trust with your audience, particularly when you’re targeting cold audiences in your Facebook ad campaigns.
#4: Demo Your Products With Screen Recordings of Mini-Tutorials
When you help people learn how to use your product, they’ll be in a better position to buy from you.
#5: Spur Shopping With Video Demos and Multiple Product Listings in a Single Ad
Facebook users don’t frequent the platform with the intention of shopping so make it easy for them to buy from you. You can do this by reducing the number of clicks needed to find and purchase your products.
Are all the Google algorithm updates too much to handle?; Wednesday’s daily brief
How Google ranks search results
Gary Illyes from Google spoke in the latest Search Off the Record podcast on how Google Search goes about ranking search results. The short version is that Google first comes up with a shortlist, let’s say around 1,000 results, for a given query. That list is generated based on if the query and the content on a page are relevant and topical. Once the list is generated, Google then applies a lot of its ranking signals and factors to that shorter list. Gary Illyes said that is where “the magic” happens.
How Google uses machine learning to prevent spam
Also in the latest Search Off the Record podcast, Google invited Dewey from the search quality team to talk about spam prevention methods. Dewey explained that Google tackles the most obvious spam methods using machine learning. He said it is a “very effective and comprehensive machine-learning model that basically took care of most of the obvious spam.” This lets the search quality team focus less on the most obvious spam and more on the “more important work.”
4 Top Priorities in Optimizing for Google’s Page Experience Update
If you still haven’t gotten around to optimizing for Page Experience metrics and your competitors have, you might just find that they’re enjoying a rankings boost you’re missing out on.
1. Work on Your Loading Speed
The first of Google’s CWVs is largest contentful paint (LCP), which refers to the largest and most important piece of content on a webpage. This metric will determine how quickly your page renders its most important content, so users can see it.
2. Work on Your Interactivity
The second CWV cis first input delay (FID). That is the time it takes for users to be able to interact with an element they’ve clicked, such as a link or button.
3. Work on Your Layout Shift
Finally, we have the third CWV, cumulative layout shift (CLS). It’s a measure of how much your webpage’s content layout moves around while the page is loading.
4. Other Page Experience Elements to Keep in Mind
Google will now judge every site by its mobile-friendliness, especially regarding problems such as small text sizes and the use of Flash media, which today’s mobile devices tend not to support.
Facebook’s Business and Ad Chief Outlines Key Areas of Focus for the Platform Moving Forward
Facebook marketers are still grappling with the full impacts of Apple’s ATT update, which has limited data tracking capacity, and with Google investigating its own variation of the same, Facebook, despite its protests against Apple’s update, now has no choice but to seek new options, and work to build in new tools which enable optimal targeting and focus within these new constraints.
On this element specifically, Levy says that Facebook’s working to develop new ‘privacy-enhancing technologies’ in order to minimize the amount of personal information that the platform takes in, while still enabling advertisers to focus their promotions with optimal efficiency.
In addition to new data challenges, eCommerce is also a key focus for Facebook, with the expansion of its in-stream purchasing tools as it looks to align with rising online shopping behaviors and trends.
Levy says that they’re also looking to help boost small businesses specifically, with a new badge that will be displayed on some ads from SMBs.