Your digital marketing efforts are not just about creating content, although that is an important part of the equation. Your digital marketing campaign should be focused on the customer journey and how to attract the right customers. The key benefit to understanding your customer journey is attracting the right customer – that person who needs your product or service and is ready to learn more about how to get it. Understanding the customer journey can be beneficial for digital marketers because it informs them of the different stages in the decision process and helps them identify which messages are most influential at each stage. Each stage represents an opportunity for digital marketers to influence consumers’ decision making processes along their way, providing digital marketers with more opportunities for success. Understanding this process will help you better market your product or service to people looking for what you have to offer!
B2B Marketing News: B2B Digital Ad Spend Soars, Digital Engagement Changes, LinkedIn Scraps Stories, Google Pays Apple $15Bn
Marketers’ Use of Digital Engagement Tactics
A new report from Salesforce shows that 9 in 10 marketing leaders believe that their digital engagement strategy has completely (48%) or somewhat (42%) changed since before the pandemic. Which tactics are they using? Social media (91%), digital ads (91%), digital content (88%), website and apps (86%), email (76%) and mobile (69%). MarketingCharts
The Hybrid Future: How B2B Events Are Evolving
Most marketers say hybrid B2B events, which incorporate both online and in-person elements, will become more common in the coming years, according to recent research from ON24. 79% of B2B marketers say hybrid events provide more data than purely in-person events. MarketingProfs
Publishers are much less worried about the coming cookie changes than brands and agencies
Several months of preparation for the coming cookie-pocalypse appear to have brought publishers some peace of mind. They have not had quite the same effect on brands and agencies, according to Digiday+ research. 85% of brands are worried about measurement, a view shared by just 49% of agencies and 40% of publishers, survey shows. Digiday
9.5 Ways Google Rewrites Your Title Tags
Scenario #1: Simple truncation (…)
Google can only fit so much on one line. That limit has changed over the years, but the basic fact remains. In many cases, <title> tags are just too long, and that’s not always a bad thing or necessarily spammy. Here’s one example and its corresponding search result:
This is a wordy <title> tag and we could certainly argue the merits of academic vs. marketing copy, but there’s nothing inherently wrong with or spammy about it. It simply doesn’t fit the available space, and Google has to account for that.
Scenario #2: Complex truncation (…)
Even prior to the recent update, we saw a less common variant of this scenario, where Google would truncate a title and then append the brand after the “…”:
In this example, Google truncated the tag with “…” but then re-inserted the brand. Note that the original pipe (|) was replaced with a hyphen (-).
Scenario #3: Rewrite truncation
More recently (and possibly beginning with the August 16th update), Google is truncating long titles without displaying ellipses (…) and, in some cases, taking the display title from other elements of the page. For example:
This text actually appears in the middle of the <title> tag, but it’s possible that it was extracted from somewhere else on the target page. I would argue that this is a pretty successful truncation that serves the search query (in this case, “Dodd Frank”).
Scenario #4: Keyword stuffing
This scenario tends to overlap with 1-3 — sometimes titles are too long and have clearly been stuffed with keywords. I can’t speak to anyone’s motivations, but here’s an example that seems pretty egregious:
Mistakes were made, etc. Interestingly, this rewrite seems to be pulled from an <H2> on the page, but an entire paragraph is wrapped in that <H2>.
Google News Sending Users Directly to Publishers’ Websites
Google announced earlier this year it would begin supporting non-AMP content in Google News as part of the page experience update.
The update was launched in June with no mention of expanded support for web content in Google News. Apparently that update wasn’t quite ready at the time.
Google is giving news publishers a heads up via email of this update being available within weeks:
“As part of [the page experience] update, in the coming weeks the Google News app will improve its support for web content, displaying both AMP and non-AMP web content with more regularity from sites worldwide. No action is required of you to enable this.”
As Google says, if your publication is already included in Google News there’s no further action required.
Previously, utilizing AMP was a requirement for inclusion in Google News. Many publishers have been against AMP since its introduction, as it comes with the trade-off of giving up control over on-page assets.
As a result, that left a lot of publishers out of Google News who may have wanted to be in it if not for the AMP requirement.
If your publication isn’t included in Google News, and you’ve been deliberately holding out in protest of AMP, you will have to take action to get your content included.
Unlocking The Full Potential of Topic Clusters For Your SEO Strategy
If you’re interested in using a topic cluster or your current topic cluster strategy is not working as you expected, do not despair. This short guide will give you the tools to make the most out of your topic clusters and unlock the full potential of your SEO strategy.
1. Understand your users’ intent
Although they used to be regarded as the only way to effectively utilize SEO, individual blog topics and specific keywords are slowly but surely losing their effectiveness. Nowadays, sadly, the quality of the content is not the most important aspect in a site’s popularity.
If you want your content to be successful and easily found by leads online, you need to build your posts and sites around a single and all-encompassing question or topic. The idea here is to understand what users are looking for.
When leads first search for a topic online, they usually type generic things like “business call app”. However, the train of thought behind that simple search is far more complex than a mere three-word sentence.
2. Purge your content when necessary
Put simply: over-information is as damaging as a complete lack of content. For this reason, it’s important to conduct a content audit every once in a while. Getting rid of outdated, redundant, or contradictory content is a tedious but necessary task if you want to build a strong content strategy. These types of content tend to occupy unnecessary space, as well as take a toll on the credibility of your page. Making sure that the content you have is relevant, timely, and value-adding ensures that your content strategy is impactful and credible to any audiences who access it.
3. Update pre-existing content
Getting rid of outdated content is a good way to go about this, but keeping your content updated and relevant at all times is even more important. When it comes to topic clusters, brands tend to make the mistake of thinking they can only be used to boost new content.
How to Successfully Promote Your Facebook Page Everywhere
1. Give Your Page a Personal Touch
Starting a fan page is an excellent way to give your Facebook presence a more personal feel without using your own account. People like to interact with their friends. Not quite like having a personal profile, others can still “add” you to follow your posts and engage with them.
By setting up a fan page, you’re putting a face to a name if you have a company.
2. Use High-Quality Photos and Videos
Everyone likes visuals that are easy on the eyes. In days where even common modern smartphones can capture beautiful imagery, there’s no excuse not to have quality images to share.
3. Enable the “Call to Action” Button
The end goal may not be actual Facebook followers if you run a business. It’s to turn those followers into active consumers.
By adding a call-to-action (CTA) button or two to your page, you’re giving directions on where people should go next.
4. Join or Create a Facebook Group
Like we talked about in the previous point, creating and joining Facebook groups is a phenomenal way to interact with others and let people come to you.
Search a few target interests or keywords on Facebook while logged into your page and find some fascinating groups to join. After that, make sure you engage by leaving both comments and reactions on posts in your groups.
5. Promote Your Facebook Page Everywhere
Post to your Instagram. Tell your friends and your friend’s dad. And absolutely provide a link back to your page in any Facebook groups you’ve created too.
Wherever you can, make sure the road leads back to you and your Facebook page.
Rethinking the Customer Journey: A Strategy for Marketers
#1: Make Prospects Aware of Your Business
The first step in this hourglass is the Know: helping a consumer get to know the business. This can be done in a number of ways, including organic posts and paid advertising. This is getting your business in front of consumers for the first time and making the introduction.
#2: Give Prospects a Reason to Like Your Business
The second step down the hourglass is the Like factor. This is a step in which customers begin making many of those snap judgments. Do I like this business, do I like how they work, do I like what they have to say, do I like their website, do I like what they stand for, do I like their values?
#3: Build Trust That Your Business Has the Answers Prospects Are Looking for
During the third step down the hourglass, consumers are looking for signs that they can trust the business they’re checking out. They want to know whether they can trust that you have the solution they’re looking for. Not only that, but they’re looking for proof that other consumers trust you and you’ve made good on your promises in the past.
#4: Convince Prospects to Try Your Offer
This next step is the first point in which a consumer makes a deliberate decision to interact with your business. In the previous steps, they were getting to know the business, deciding whether they liked the business and wanted to know more, and trying to decide whether they could trust that business.
#5: Make the Sale
This step is fairly self-explanatory. At this point, the consumer has gotten to know your business, started to like your business and wanted to know more, built up their trust that your business has the answers they’re looking for and the ability to provide those answers, and tried to see what it would be like to work with your business. The next step is to take that plunge and make that purchase. This is where the consumer makes the deliberate decision to become a customer or client.
LinkedIn Removing Stories on September 30
In an announcement, LinkedIn admits it made incorrect assumptions with regard to what users want out of an informal video product such as stories.
“In developing Stories, we assumed people wouldn’t want informal videos attached to their profile, and that ephemerality would reduce barriers that people feel about posting.
Turns out, you want to create lasting videos that tell your professional story in a more personal way and that showcase both your personality and expertise.”
In other words, users liked stories but didn’t like the fact that they disappear.
Perhaps users felt as though it wasn’t worth the effort to create stories for LinkedIn knowing they’re not permanent.
Instead of simply making stories last forever, LinkedIn is removing the feature and working on something entirely new.
What Happens on September 30?
Starting on September 30, 2021, LinkedIn is removing the current stories experience.
For users, this means they will no longer be able to create stories for pages.
For advertisers that planned to run ads in between stories, the ads will instead be shared to the main LinkedIn feed.
Any stories that were promoted directly from a page in Campaign Manager will not appear in the LinkedIn feed. They will need to be recreated as an image or video ad.