As we’re settling into the new year, let’s put our plans and reflections for our business into solid actions, shall we?
We’ll be focusing on identifying struggles with our marketing tactics and mistakes we might have been dealing with in the past, and moving forward we will be facing the challenges that this industry will bring.
With a fresh mindset, are you ready to take your game to the next level as a digital marketer? Are there any outdated practices that you would want to leave behind which are no longer beneficial to your business?
Digital Marketing News: B2B Marketing Outlook Study, Twitter Axes Audience Insights, Influencer Marketing Sees Growth, & TikTok’s Rising Revenue
Twitter Is Removing the Audience Insights Element from Twitter Analytics
Twitter has announced that it will do away with the current version of its Audience Insights portion of Twitter Analytics. On January 30 the platform will mark the end of the five year old follower data tool used by many digital marketers. Social Media Today
CCPA Is Here, But Many Companies Are Still Not Compliant
On January first the California Consumer Privacy Act (CCPA) went into effect, however newly-released data shows that only 30 percent of firms were compliant as of November 2019, with some 18 percent expecting to be compliant by the beginning of 2020. eMarketer
Top 10 Instagram Stats for 2020 [Infographic]
200 million Instagram users visit at least one business profile daily, and the Facebook-owned platform now has a potential advertising reach of nearly 850 million users — two of many insights contained in a recently-released infographic from Hootsuite. Social Media Today
5 SEO Realities SEO Professionals Struggle with Most
In the SEO world it’s more like, “The more things change, the more they change.”
At least that seemed to be the overriding consensus when SEO professionals on Twitter were asked, “What are some realities about SEO that too many SEOs are reluctant to admit or deal with?”
More than 30 SEO practitioners responded, and their answers were diverse.
However, most of them centered around the difficulties of dealing with change and uncertainty, whether from search engines, their clients, or in their own ways of thinking about SEO.
Responses fell into five general areas of struggle as we move into 2020:
- SEO is complex and constantly changing.
- Can we believe/trust Google?
- SEOs have themselves to blame.
- Explaining SEO to clients or superiors is hard.
- SEO alone is a non-starter.
How to Get Quality Links with Thought Leadership & Speaking
- Link building via thought leadership and speaking happens when you create genuinely great content that’s unlike what’s already out there. In tandem with producing great content, you’ll need to plan a complementary content distribution strategy to reach the widest relevant audience.
- Link building via thought leadership and speaking is valuable because backlinks earned are more than arbitrary – they’re proof that your content is worth reading. Regardless of how Google updates its algorithm, one thing always remains the same: we must focus on creating quality content if we want to rank in relevant search.
How to Use Tools to Determine Which Content to Re-Optimize: A Step-by-Step Guide
Step 1: Find your threshold keywords
If a piece of content isn’t ranking in the top five positions for its target keyword, or a high-value variant keyword, it’s not providing any value.
We want to see which keywords are just outside a position that could provide more impact if we were able to give them a boost. So we want to find keywords that rank worse than position 5. But we also want to set a limit on how poorly they rank.
Meaning, we don’t want to re-optimize for a keyword that ranks on page eleven. They need to be within reach (threshold).
We have found our threshold keywords to exist between positions 6–29.
Note: you can do this in any major SEO tool. Simply find the list of all keywords you rank for, and filter it to include only positions 6-29. I will jump around a few tools to show you what it looks like in each.
11 Common Blogging Mistakes to Avoid at All Cost
1. Choosing the wrong topics
Easily the most common mistake I see in business blogging is companies not writing on topics relevant to their audience.
They’re not using their blog to answer questions their prospects have as they navigate their way through a purchase decision.
Instead, these companies use their blog to talk about themselves.
They write content that is more fitting as company news than as educational content. And for the most part, your audience doesn’t really care who got promoted to VP of Sales, or what local sports team you sponsored, or who won your annual three-legged race.
They’re trying to solve problems of their own, not watch you high-five yourself.
So what’s the fix?
Talk with your sales team. What questions are prospects asking during sales meetings? What are their primary concerns they want addressed before they buy?
Nearly every question a customer asks is a potential blog topic.
SEO for Voice Search | 5 Valuable Tips to Optimize Voice Search in 2020
Tip #1: Obtaining the Featured Snippet
Featured snippets are one of the most sought after spots on Google search engine results pages (SERPs). Why is that?
Not only do featured snippets hold position 0, but they tend to answer the question or search query in the best way (in Google’s eyes). The average voice search query is about 29 words long. To receive the envied featured snippet and be favored in the voice search, answer the question your audience is asking, include essential details, but keep it brief.
Start by answering their question and implement it above the fold on the web page you are aiming to rank, preferably in the first paragraph. For example, let’s look at the question: “What is the best recipe for apple pie?” When you look at the voice search results, you see that an apple pie recipe from Taste of Home pops up as the first result.
When you dive into the same search from a desktop, the same recipe holds the featured snippet at position 0.
5 Old Habits B2B Marketers Should Leave Behind in the 2010s
#1. The Desktop Mentality
Chances are, you spend your days creating content or managing campaigns on a desktop computer or laptop. As such, it’s all too easy to assume your audience will consume it in the same way. But, chances are, they won’t.
The explosion of mobile usage has been among the most unmistakable sea changes of the past decade. In 2010, the iPhone was still a relatively new product and mobile accounted for 2.9% of all web site traffic. By 2018, that figure was up to 52.2%. Smartphone ownership rose from 35% in 2011 to 81% in 2019. Mobile overtook desktop in 2016 and there’s been no looking back.
Despite this, I still routinely encounter websites, landing pages, and content experiences that look great on desktop and clunky on a smartphone or tablet. Too often, mobile is an afterthought. Instead, it should be our first thought. Bringing a mobile-first mindset into the 2020s will position marketers to be on the same page as the people they’re trying to reach.
What To Do: Scrutinize your most critical existing content assets — visuals, responsiveness, usability — on multiple different types of devices to ensure you’re delivering a quality mobile experience. Also, resolve to test all new content on mobile before desktop in 2020.