Where does the digital marketer’s day start and stop for the search and social marketing community? Whether you’re a social media strategist, search …
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B2B and B2C marketers know the power of social media to move their businesses forward. More than 90% say social media is important to achieving …
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Anvil Media, Inc., a measurable marketing agency specializing in paid and organic search engine and social media marketing services, is excited to …
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After analyzing and using thousands of video ads on Facebook and social media, we put together this list of quick wins. You’ll be surprised at how …
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As social media budgets grow (it is expected that social media budgets will reach 21% of business’ marketing budgets within the next 5 years, that is …
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Avon South Africa has appointed online marketing agency Liquorice as its digital and social media agency of record, according to a report published …
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It’s no secret that video content is the dominant force in online marketing, with social networks moving towards video-first futures and 4G data plans …
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For Charlotte Kubler, EMEA Marketing Manager at Lithium, the answer is seeing social media as one stage in the digital customer experience.
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The digital marketing and advertising industry is facing numerous … in a market with untold potential, some social media users and bloggers are …
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This role will be responsible for Country Racing Victoria’s social media presence as well as executing an extensive digital marketing plan.
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Papa John’s marketing featuring Pritchett was one of the first projects …. social activations such as the “Nuggs for Carter” social media phenomenon …
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Digital and, in particular, social media, has revolutionized how media is … consumers are clustering in multi-functional social media and messaging … Fashion retailers are shifting in budgets towards direct response marketing.
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Here Marketing Week explores the different types of video brands need to know. … that limited timeframe, argues Mondelez digital and social media manager, … marketers are increasingly adding short-form video to their media mix.
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The company was launched in 2011 by Hibberd and his co-founders Troy Townsend and David Solomon to help local businesses use social media to …
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While your true love is PR, your best friends are content, influencer and social media marketing. You have a thorough understanding and desire to …
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“Marketing and advertising on social media has become enormous. People who have large followers on their accounts are now making money out of …
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Orbis Research Add’s new “Global Pharma and Healthcare Social Media Market by Manufacturers, Countries, Type and Application, Forecast to 2022 …
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This will feature portraits of Singaporeans and their aspirations on banners and posters at bus stops across the island and on social media.
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Details. Hi, I need a social media marketing & PPC expert (Adwords, facebook & pinterest mostly) that is familiar with the followings: 1-Creating …
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The new burger sparked debate between Malaysians and Singaporeans on social media , with some expressing their excitement and delight for the …
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This site, which describes itself as “social media marketing,” purported to connect advertisers with potential customers. Users of the site get paid by …
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The act of gathering and analyzing data about your market, competitors, consumers and outside factors … Follow your competitors on social media.
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I am looking for a social media manager to help promote my childrens book to be published on black Friday (marketing will continue long after this …
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He adds, “The younger generation are educated and more focused on major professions or being good in social media marketing. I think there are …
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Non-profits value donations, of course, and typically use this as a measure of success. It’s important to remember the journey involved though.
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… in August at the ETSU Innovation Laboratory, 2109 W. Market St. … their engagement levels with customers online through social media marketing.
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It provides digital marketing services to small and midsized businesses (SMBs), including search engine marketing (SEM), social media, audience …
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When creating a social media marketing plan, it’s ideal to start your goals that are specific, measurable, attainable, relevant and time-based (SMART).
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Do you think a one-time buyer would follow your social media pages? … While it can be hard to quantify the ROI on ‘word of mouth’ marketing, it is still …
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This makes these sites a potential platform for marketing all types of … One of the top social media platforms today – Instagram – is an excellent option …
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How Your Brand Can Break … Let’s face it: a brand’s prosperity in the marketplace relies on consumers’ active interes… Kiersten Toye · All posts …
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And last but not least, compared to social media, email marketing offers a 17 percent higher conversion rate. As you can see, it’s 2017 and email …
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It isn’t right and I’m going to tell you how a mindset practice is more beneficial than your social media and marketing when it comes to attracting the …
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Here’s how to leverage social selling in your content marketing and, ultimately, … Social selling essentially means using social media the way it was …
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Your product should fill a gap in the market, or present a solution to a … Social media is one of the most powerful tools in your online marketing toolkit.
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The B2B-focused social network launched LinkedIn Website Demographics in its Campaign Manager platform, a new feature that gives marketers …
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The ad premieres on TV this weekend and will run throughout the summer with activity planned in cinemas and on digital and social media.
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With digital, we reach 26 million unique visitors and our social media footprint … Or do marketing, research, and analytics now play a role and how so?
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The show is hosted by Ron Costa and Miguel Dotres, who bring a wealth of information in regards to Reg A, SEC filings, social media marketing, and …
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“Marketing is not a standalone function because marketing is part of the fabric … their customers complain or seek help through a tweet or social media post. … individuals in a way that is timely, relevant, and through the right media.
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A member of the University Marketing team and reporting to the Senior Director of Social Media, this role leads the day-to-day publishing and …
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Speaking at an Instagram media gathering event in Jakarta earlier this week, Jangkar said he had used the social media platform since he first …
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“Let’s use the existing platforms like social media to market our tourism potentials, creative (drama) is another field that should be tapped into” she said …
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Guest Column: Influencer Marketers, the new age brand ambassadors: … Among the many reasons why people use social media, one of the top …
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Apply as Social Media Marketing Executive (West | Up to $2800) (5962160) at MCI Career Services Pte Ltd - Central. Find more Marketing/Business …
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Four ways to market your small business on a budget … The great thing about social media sites such as Facebook or LinkedIn is that they can boost …
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Olufemi Oguntamu: It’s No Longer a Joke; My Efforts on the Social Media are … In this interview with Tosin Clegg, he talks about social media influence … of latest trends and developments in the field of social media marketing and …
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“Everything changes and nothing stands still.”
In this quote, Heraclitus of Ephesus was referring to life and the fundamental order of the cosmos.
But he might as well be referring to Google’s chronic algorithm updates, even if he was a few centuries early.
See, Google makes roughly 500 – 600 changes each year.
Some are major, some are minor.
Some are confirmed, some are unconfirmed.
But Google is cranking them out left and right.
Even on the low end of 500 changes each year, this means 1.36 changes occur every single day.
Google is basically tweaking its algorithm all the time.
Here’s a chart that highlights some of the more serious changes of the past six years:
Of course, only a fraction of algorithm changes create any real stir.
Most of you don’t even know they happen.
But this constant flux is enough to put a lot of marketers on edge.
Even if you reach a top ranking position for a great keyword, there’s no guarantee you’ll stay there.
A single update could send you plummeting into no man’s land.
I understand this can be a little unnerving.
But is this fear really justified?
Should you be worried about the next Google algorithm change?
In this post, I offer my input on this topic and explain how you can protect your site from incurring Google’s wrath.
Okay, so we’ve established that Google is constantly making adjustments.
It’s how it continues to dominate the search engine market:
If it remained stagnant, a competitor would inevitably overtake it.
But what we really need to know is just how many updates are major.
By major I mean resulting in a serious shakeup where hundreds of thousands, or even millions, of sites are affected.
According to Link Assistant, there have been nine major updates since 2011.
They are as follows:
That means we’ve had 1.5 major updates per year in the last six years.
This isn’t to say minor updates can’t or won’t impact you, but there are only about 1.5 a year that are cause for any real concern.
Kissmetrics performed a study on over 18,000 small to medium e-commerce sites.
They found that “30.5 percent of all traffic was coming from organic searches on Google, Bing, Yahoo and other search engines.”
Considering that Google has 77.43% of the search market, this means that roughly 23.6% of small to medium e-commerce sites’ traffic comes from Google.
In other words, just under a quarter of all traffic comes from Google.
I would say that’s significant.
Of course, this isn’t true for every website.
But this is what you can expect on average.
Now we know the frequency of major updates and how much traffic Google sends to the average website.
But is this cause for alarm?
If Google decides to unleash a major update and you get penalized, would it put you in a full-on crisis situation?
Well, it depends.
The way I look at, there are three different factors you need to examine to determine your risk level.
If your site is an outlier, where you get only a small percentage of your traffic from Google (say less than 10%), even the most brutal of algorithm changes shouldn’t have a major impact.
But if Google is your bread and butter, and you count on it to consistently send highly-qualified leads to your site, you could definitely be in trouble if you’re adversely hit with a big update.
This could send your traffic volume and sales plummeting.
It could look something like this:
Not good.
At the end of the day, Google is interested in one thing: providing its users with the best experience possible.
If your website delivers a great user experience, you should be in pretty good shape.
No matter what Google throws at you, there should be a level of stability, and it’s unlikely that your rankings will see a dramatic drop.
Now, I realize that delivering “a great user experience “ is a wide umbrella open to plenty of interpretation.
But here are a few key elements that heavily contribute to it.
As we all know, Matt Cutts loves great content.
This should be your top priority over anything else.
You also don’t want to have any spammy or manipulative links or barrage visitors with obnoxious ads.
Next, there’s functionality, which includes:
It seems there’s always some “latest and greatest” SEO strategy popping up.
The promise is if you do X, you’ll be able to capitalize on some loophole and see a huge spike in your rankings.
While this approach may pay off initially, it often ends up hurting you in the long run.
I’m a firm believer in the “big picture SEO,” where you focus on the quality, user experience and fundamental SEO best practices rather than trying to game the system.
If you’re doing anything bordering on black-hat or even grey-hat SEO, it’s probably going to come back to haunt you.
But if you keep your nose clean and maintain your integrity, you should be good to go.
Here’s the deal.
The next big Google algorithm change is imminent.
It’s going to happen.
It’s not a matter of if but when.
So you need to make sure your site is protected when the next major update inevitably rolls out.
But how do you do this?
Well, you can never completely predict what Google’s going to do next (they’re about as secretive as the CIA), but there are several measures you can take to prevent unnecessary penalties.
Here’s what I suggest.
First, don’t put all your eggs in one basket.
Digital marketing has evolved to a point where you now have a buffet of options to choose from.
Organic search traffic is huge, but there are plenty of other ways to generate high-quality traffic that’s primed to convert.
Here are just a few ideas:
The links pointing to your site can make or break you.
Recent research suggests that “high-quality backlinks account for 30% of your overall page score in Google.”
I can’t stress enough how important it is to keep tabs on which sites are linking to you.
Low quality, irrelevant or spammy sites can be the kiss of death.
One tool you can use to see who’s linking to you is SEMrush.
Just enter your site’s URL in the search bar:
Then click “Start now:”
Scroll down to the “Backlinks” section:
Click on “View full report” for more details:
You’ll then get a list that looks like this:
From there, you’ll want to browse through the list and check for anything questionable.
You can also use the Google Search Console for checking links, which you can learn about in this post.
If you need to eliminate any links, use the Google disavow tool. Learn more about the process of disavowing links here.
Like I mentioned before, epic content is what Google is looking for when determining rankings.
If you can provide it, you’ll have a buffer against the impact of the next big algorithm change.
I realize this is easier said than done, but check out this post for 14 examples of truly epic content.
The basic recipe I use consists of the following:
As long as your content hits its mark, there’s no need to live in perpetual anxiety of the next algorithm update.
For more on how to protect your site from Google penalties, I suggest reading this post from NeilPatel.com.
With so many brands heavily depending on Google for their traffic and ultimately sales, I see why so many people worry about algorithm changes.
The idea of your sales tanking because of an update is scary.
If you’re implementing the wrong approach and tactics, you’re putting yourself at risk, and there’s a strong likelihood your rankings will suffer at some point.
But if you understand Google’s logic and follow SEO best practices, there’s no reason to worry.
Sure, algorithm changes will come.
But you’ll be ready for them.
This way, you can keep things flowing and maintain a steady volume of traffic with minimal disruption.
What’s your experience with algorithm updates in the past? What do you do about algo updates now?
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Lux Narayan, CEO of Unmetric, discusses the six areas of social media marketing being impacted by AI.
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Viral content is inherently unpredictable.
You could have two similar pieces of content—with one receiving thousands upon thousands of shares and the other languishing in obscurity.
In that regard, there’s no magic formula that will enable you to create viral content on command.
It’s not like you can just flip a switch and get mass exposure.
It doesn’t work like that.
But there are several things you can do to increase the chances of your content going viral.
That’s what I want to talk about in this post.
More specifically, I’m going to explain how you can use social listening to your advantage.
Social listening, defined as “the process of monitoring digital conversations to understand what customers are saying about a brand and industry online,” is most commonly used for evaluating customer feedback and identifying their pain points.
But I’ve also found it to be absolutely perfect for predicting what my audience is craving and what’s most likely to go viral.
The way I see it, social listening is perhaps the best way to predict virality.
Here is how you can utilize it to your advantage.
There’s a popular expression:
the best predictor of future behavior is past behavior.
Although this can be debatable, depending on the context in which it’s used, you’ll want to follow this line of thinking in this instance.
Like I said earlier, you can never say with 100% certainty that a particular piece of content will go viral.
But what you can do is see what’s resonating the most with your audience at the moment.
If you notice that a particular topic, angle, theme, etc. is completely killing it, there’s a good chance you’ll see favorable results if you cover it as well.
But how do you know what’s popular and what’s resonating with your audience?
That’s where social listening comes in.
The key to effective social listening is knowing which tools to use.
I’m going to cover a few of my favorites you can use to discover trends and identify topics that have the potential to go viral.
Let’s start from the top.
I use Google Trends quite frequently for market research and for gauging people’s interest in various topics.
But I find it can also be helpful for identifying the hottest topics at any given moment.
For starters, you can simply go to the Google Trends homepage.
Start scrolling down to see the top trending stories:
Sometimes, this can give you some potential ideas to work with.
Of course, the trending stories aren’t narrowed down by niche or topic, so you’re dealing with a wide variety of subject matter.
But sometimes that’s all it takes.
If you see something that interests you, click on it:
You’ll then get some of the most relevant articles, which should provide further clarification on what’s popular at the moment:
In this case, a lot of people are talking about Snapchat’s new “Snap Map” feature.
Therefore, this could be something I would want to investigate further and a potential topic I could cover.
Another useful feature is called “Top Charts.”
From the Google Trends homepage, click here:
Then click on “Top Charts:”
Here’s what you’ll see:
Scroll down to look at all the different categories.
Or you can search for a relevant category by clicking on “All Categories” and choosing the one you’re looking for:
Once you’ve found your category, you can click on “More” for more detailed information:
The logic here is that you can use up-to-date data from Google to see what people are most interested in at the moment in your industry/niche.
Google Trends is by no means a be-all and end-all social listening tool, but it can serve as a nice starting point.
This is only applicable to digital marketers like myself.
But if this is your area of focus, it can be a potential gold mine.
Here’s what you want to do.
Once you’re at the Inbound.org homepage, scroll all the way down to the bottom.
You’ll see this:
Click on whatever sub-category you’re interested in.
I’ll go with SEO:
Here’s what I get:
Scroll through the list, looking for ideas.
Inbound.org does most of the heavy lifting for you by curating the top stories.
Many have received a high volume of shares, so you know the interest it there.
Also note once you sign up, you can create your own feed to streamline the process even more.
This way the stories come right to you.
Now, let’s bring out the big guns.
BuzzSumo is a beast when it comes to finding out how much engagement content receives.
And since engagement (shares in particular) is the ultimate indicator of virality, this is one of the best ways to capitalize on trends and increase your odds of creating viral content.
Here’s what you want to do.
Type in a keyword you’re looking to base your content on in the search box of your dashboard.
I’ll use “SEO” as an example:
Now, set your filter date to a time that sounds right to you.
Because we want to capitalize on current trends, I recommend going back no further than six months.
However, the past month or week is ideal.
You can even set it to the last 24 hours, but you’ll usually have limited data.
I’ll set mine to the past week:
Once you do that, BuzzSumo will populate your screen with the top content according to total shares.
Here are the top results I got:
Now all I have to do is browse through the content and look for two things:
This post from Search Engine Land about testing accelerated mobile pages (AMP) for WordPress caught my attention:
Not only did it get 1.5k shares in the past week, it also got 41 backlinks.
This lets me know that my audience is obviously interested in this topic.
And if I created an article that was bigger, better and more epic, it would have a reasonable likelihood of going viral.
This is the formula you want to use with BuzzSumo.
It doesn’t matter what topic you’re covering.
Following these steps will let you know what people are responding to and give you very specific data to base your decisions on.
Let me say that the Pro version is ideal because it gives you a lot more data.
That’s what I used for this example.
However, you can do a limited search with the free version, which can still be useful.
So far I’ve provided you with three different resources for social listening.
But that’s just the tip of the iceberg.
There are several other tools you can experiment with, many of which are free.
Check out this list of the top 15 free social media monitoring tools from Brandwatch for info on other tools.
At this point, you should have a pretty good idea of which topics are popular at the moment and what your audience is responding to.
That means you’re not basing your content on a hunch. You’re basing it on tangible data.
Your job now is to create the best content possible around that topic.
Now, I’m not saying you should blatantly rip someone off.
What you want to do is put your own spin on things.
Look for a way to expand on it.
And, of course, it needs to be awesome.
It needs to be epic.
Just think skyscraper technique.
Hitting the mark in terms of quality and value is absolutely essential if you expect for your content to go viral.
I’ve already covered this extensively in the past, so there’s no need to talk about it here.
But let me point you to a couple of articles I’ve written that should be helpful.
There’s this one from NeilPatel.com.
It’s a guide for writing epic content that will go viral.
And there’s this one from Quick Sprout, which is about the anatomy of virality.
Social listening is useful for many different aspects of marketing.
Using it to gauge your audience’s collective reaction to various topics will give you a good idea of what type of subject matter is most likely to go viral.
This gives you valuable knowledge to guide your content creation.
In turn, you can “scratch your audience’s itch” and give them what they’re looking for.
And just think of the competitive advantage this gives you over other brands that simply slap up content at random without giving it any real thought.
While there are never any guarantees that something will go viral, following this formula increases the chances significantly.
What do you think is the main contributing factor for content going viral?
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What’s the number one goal of content marketing?
Besides the obvious answer of generating leads and making conversions, it’s maximizing engagement.
Content marketing thrives on engagement!
You want your audience to take an active interest in your content and interact with your brand.
This typically comes in the form of likes, shares, comments, etc.
But there’s a new format that’s really picking up steam, and that’s surveys.
They’re especially big on Facebook right now.
Here’s an example of one Jeff Bullas used to figure out what his audience’s goals were when using LinkedIn:
When done correctly, surveys are excellent engagement boosters because:
Surveys ultimately enable you to raise the collective interest in your brand and attract a larger portion of your target demographic.
By building this interest, you can get people to pay more attention to your brand and hook more customers.
But there’s an added perk: market research.
Surveys are absolutely perfect for gaining intel on your audience’s interests, preferences, likes, dislikes, etc.
And that’s incredibly important!
You can use this information to improve your marketing, fine-tune your offerings and so on.
What I’m trying to say is that surveys accomplish several important things all at once.
Not only are you increasing engagement and building interest in your brand, you’re reeling in leads and doing market research at the same time.
It’s a win-win-win situation!
But here’s the thing.
There’s a lot more to it than just slapping up a survey and waiting for the sales to start pouring in.
Like any aspect of marketing, it requires the right strategy and an understanding of how to make your surveys appealing to your audience.
Otherwise, no one is actually going to respond.
In this post, I’m going to explain how to use surveys the right way, how to increase your response rate and how to turn respondents into customers.
I’ll also highlight some platforms you can use to get started.
Let me start by saying you need to use tact when asking people to participate in surveys.
Each time someone goes online, they’re bombarded with deals, ads, offers, promotions, friend requests, etc.
To cope with this onslaught, people have to pick and choose what to participate in, which often makes them reluctant to take part in surveys.
After all, it takes time and effort.
Even if there are only a few questions, people have to take time out of their days to fill out a survey.
So it’s super important that you’re not being a nuisance when asking people to participate.
You need to go about it the right way.
Here’s how.
Ideally, you’ll target individuals who are already familiar with your brand and have proven they have an interest.
It’s much easier to get someone to participate if there’s some level of built-in loyalty already there.
Research from SurveyGizmo found there was a huge disparity between external (people who are unfamiliar with your brand) and internal (people who are familiar with your brand) surveys.
Just look at the difference in response rates:
It’s more than double.
When you’re just getting started, I recommend targeting Facebook followers, email subscribers and so on.
Go after those with whom you already have a level of rapport and who developed loyalty to your brand.
Here’s a good example of IKEA hitting up its Facebook followers with a survey:
As you can see, it got a nice number of votes at 286.
Believe me, it’s much easier to get these people to take action than those who have never heard of you.
If someone already has a vested interest in your brand, they should have no problem supplying you with their feedback.
Most people are willing to answer a few questions.
But not many are willing to answer a dozen or more questions.
The longer the survey, the lower the response rate will be.
For instance, most people wouldn’t want to bother with a survey like this:
Or this:
It’s just too big of a time commitment and requires too much mental energy.
And quite frankly, it’s a little intimidating.
But responding to a survey like this is no big deal:
A quick click, and you’re done.
Keep this in mind when deciding on the number of questions to ask.
In most cases, most people have a “what’s in it for me?” type of mindset.
Maybe they’re unwilling to participate in a survey as is.
But you can always sweeten the deal by incentivizing things.
Here’s an example from Artifact Uprising:
Here’s another from Babies R’ Us/Toys R’ Us:
Earning $10 or being given a chance to win a $250 gift card is a pretty strong incentive.
This would definitely pique the interest of many people.
But you know what?
Your incentives don’t necessarily need to be over the top.
In fact, deals like these aren’t in the budget for everyone.
But I’ve seen many brands do quite well and increase their survey response rates significantly by including a promotional code for 15% off shipping on the next order.
And think about it.
An offer like this also encourages people to buy.
Here’s what I recommend.
Do some A/B testing offering a survey without an incentive and then one with an incentive.
See how big of a disparity there is, and use this data to decide whether or not to use incentives for future surveys.
There’s also the issue of timing.
It’s imperative you offer surveys at the right time, when people are most likely to respond.
Here’s an example.
Let’s say someone just subscribed to your newsletter.
You wouldn’t want your first email to be asking them for their input.
It just wouldn’t make sense and would be annoying.
A better approach would be to occasionally target subscribers who consistently open your emails after they’ve had a chance to get comfortable with your brand.
They should be a lot more receptive to such requests and willing to participate.
We’ve established that surveys have multiple uses and can be used to hook more customers.
We’ve also discussed some fundamental strategies for pulling surveys off effectively and maximizing their response rates.
But how do you get started?
I suggest first checking out Facebook’s survey tool.
Start by going to “My Surveys” on Facebook.
Click on “Get Started Now:”
Enter a title for your survey:
Click “Continue:”
You’ll then come to this screen:
From here, you’ll want to add your questions by clicking here:
Enter your questions, choose the question type and include images if you want:
Rinse and repeat until you’re done.
At the end, you’ll be able to preview your survey and finally publish it.
Facebook is a good place to experiment with surveys if you have a sizable audience already familiar and comfortable with your brand.
You can create surveys that are quick and easy to answer, and they can be integrated seamlessly with the rest of your posts.
I also like Facebook because their surveys aren’t really obtrusive.
If one of your followers is interested, they can instantly participate.
If not, they can simply keep scrolling through their feed.
No big deal.
When you’re looking to create surveys for your website, blog, email, etc., there are several different platforms to choose from.
One of the most popular is Survey Monkey.
I find it to be straightforward and easy to use.
You can also create some really professional looking surveys with virtually zero design experience.
The best part is the basic version is free.
You’re limited in terms of the number of questions you can include and the number of responses, but it should be enough to get the ball rolling.
If you want more features, you can always upgrade later.
Here’s a screenshot of the different plans available with Survey Monkey:
If you’re looking for reviews on other survey platforms, I recommend reading this post from WordStream.
It will tell you pretty much everything you need to know and give you the rundown on some of the top platforms.
Surveys are nothing new.
They’ve been used for thousands of years.
But using them as a content marketing tool is fairly new.
They’re gradually becoming more popular but have yet to be used on a massive scale.
This means there’s plenty of opportunity if you know how to use them correctly.
As I pointed out before, surveys offer a means of accomplishing three important things:
All three are huge for your bottom line.
And once you get the hang of the process, you can use it time and time again.
How often do you participate in surveys?
