The Science Behind Highly Sharable List Posts [Infographic]

List posts are a highly effective marketing technique for marketers – it’s no secret. But what might not be as obvious is just how powerful they can be. Research from HubSpot showed that many business blogs most effective content type was list posts.

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It’s not as simple as just putting a number in front of your blog post title, though – truly successful list posts have a lot more to them that many may not be aware of.

In a recent post on content curation, I dove into the data behind a truly successful post, and then turned it into an infographic. The infographic, shown below, includes quantitative breakdowns of each element of a list post and also gives you direct ways to improve your future content.

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It should be clear now – “8 links to SEO posts” is not a viable curation strategy for posts like these. It takes more, it takes consistency, and it takes a dedication to another level of quality that most are not willing to try and achieve.

To see a blow-by-blow breakdown of each of the above points, check out our full, in-depth breakdown on the post itself.

Examples of Great List Posts

Curious to see a few roundup posts that use many of the above elements? Check out the following examples, which are great inspiration for your future lists:

Every list post is a little different. From recipes to tools to costume ideas, each one should be executed in a slightly different manner. But no matter the industry or topic, the fact remains the same – list posts are powerful methods of growing your audience.

Use the best practices detailed in this infographic, tweak them for your own brand and then repeat. Repeat. Repeat. Repeat. You’ll have a booming business in no time.

SEO in the Auto Industry: An Interview with Greg Gifford

auto industry SEO

We hear and read a lot of SEO tips on several niches, but one I don’t hear talked about much in the SEO realm is the auto industry. In fact, the only person I have personally heard discussing it is Greg Gifford, Search and Social director at DealerOn.com. The auto industry is HUGE and they have incredible monthly marketing budgets. This is an industry you might want to learn more about and the best person to get insights from is Greg. So, please check out our interview below.

First can you introduce yourself and tell us what you do?

Greg Gifford SEOHey, I’m Greg (obviously) and I’ve been in the online marketing game for about 16 years now. I actually started SEO as an unknowing blackhat… I had a Flash website design and hosting company (shut up) and we quickly realized that none of the sites were showing up in Google searches. Since all the content was stored in a database, we ended up serving the text content to search engine bots so the sites would get indexed.

Things didn’t go so well with my partners, so I left that venture a little over 8 years ago and got hired as a Flash designer at AutoRevo, a software company that provides websites to used car dealers. I was quickly promoted to Creative Director, and then to Marketing Director, where I started my legitimate SEO work. After a few years, we wanted to start selling SEO as a service, and I launched that department. As we grew the department, I started speaking at automotive conferences, and then at SEO conferences, and really focused in on Local SEO.

Your website talks a lot about leads and increased conversions; is SEO still an important part of your strategy?

I’ve only been with DealerOn since June – they hired me because they wanted to start selling SEO. Since we’re primarily a software company (providing sites to new car dealers), the website is almost 100% dedicated to the website side of the business. As of right now, there’s only one page on the site about our SEO service. The SEO department has been growing so quickly, I haven’t had time to get in and put more content onto the corporate site. Check back at the end of January and you’ll see a lot more there about our SEO offerings… SEO is going to be a HUGE push in 2016.

How important is SEO for dealers compared to other businesses?

SEO is important for any business – especially for local businesses. If there’s any competition at all, a business wants to show up as close to the top of search results as possible. SEO is the way to get there, so it has an enormous effect on the bottom line of many SMBs.

For auto dealers, it’s even more important than many other verticals. In most metro areas, once you add all the new car and used car dealers together, you’ve got hundreds of dealers fighting for less than 10 spots on page one results. It’s hyper-competitive, so SEO is basically a requirement if you want to stay competitive.

Do you all have a strategy for optimizing each vehicle for sale?

We don’t touch individual vehicles – we’d have to charge an astronomically high price in order to do so. Some dealers are selling hundreds of cars per month, which means we’d have to be notified immediately when a car is added to the system so that we could go optimize the vehicle. Instead, our website platform (and most other automotive website platforms) automates the optimization of the important page elements. Title tags, H1 headings, alt text, schema markup, and meta tags are all automatically optimized, based on the information passed in from the vehicle management system. Sure, it’s not the same as a talented SEO optimizing the page, but it still works.

We do a few things other providers don’t do that help our dealers’ cars stand out even more. We feed in Edmunds.com reviews for each vehicle, then we mark the reviews up with schema code – and in many cases, when someone in that local area searches for a specific year/make/model that a dealer has in stock, that listing in the SERP gets the rich snippets for review stars and price range, which really makes that vehicle stand out in the SERPs.

Can you tell us what changes you are seeing in your space in regards to SEO?

SEO in automotive is pretty rough – there are a LOT of providers out there giving SEO a bad name. They’re using outdated tactics, or they’re really not doing anything at all. One of the major providers assigns hundreds of dealers to a single person, so after the monthly reports are completed, maybe 15 or 16 minutes of time is left for any work on each account.

Dealers are starting to catch on, though, and providers are starting to realize that they’ve got to offer legitimate SEO if they want to stay relevant. Local SEO is huge for auto dealers, but there’s really no one else in the space doing the extra elements of Local. That’s great for us, but I’m sure other providers are going to jump on the bandwagon soon.

On a broader scale, the recent changes in local have really frustrated lots of dealers. Most dealers want to target other locations to try to conquest business, but Google is making it harder and harder to show up anywhere other than where you’re actually located. The changes have made our job more difficult as well, as we’ve had to shift strategies to stay effective.

What role do keywords play in your marketing strategies?

They’re huge. Most dealers don’t think beyond showing up in searches for the brand they sell, their dealership name, or the cars they’ve got on the lot. There are huge opportunities if more general phrases are targeted so that dealers can catch buyers earlier in the funnel. Dealers always love to say that they sell “pre-owned vehicles”, so that’s what they have all over their site – but there are basically zero searches for that phrase… ever. The general public searches for “used cars” – just updating a dealers’s site to say “used cars” can be a huge boost. Dealers also typically forget to target service, financing, and parts related phrases as well.

What is the typical fail(s) that you see when working on clients sites?

Oops, just mentioned that. The biggest fail is that dealers forget to optimize for anything other than the brand they sell. Second biggest is that they optimize for “pre-owned vehicles” instead of “used cars”. Third biggest is just general lack of optimization. SO MANY dealers think that all they need is a website, and they don’t understand why they’re not the number one result in local searches.

What should the SEO / marketing industry learn about the auto industry?

Even though the auto vertical is a few years behind the rest of the Internet, there’s still a lot to be learned. Any time you’ve got a niche that’s so hyper-competitive, you’ll find SEO vendors and website vendors who have figured out a few things that other people aren’t doing. The really good SEOs in auto have really latched on to Local SEO and have come up with some pretty awesome strategies to help broaden the reach of a single store.

And more than anything else, there’s an incredibly huge opportunity to sell SEO and PPC to the auto industry. You don’t have to be someone like us who only does SEO for auto – as long as you get a little experience under your belt so you know the industry, you can really rock it for a dealership. Many dealers are just starting to realize that SEO is a necessity, so there’s going to be a huge boom in automotive SEO in the next 12-18 months…

A Big Thanks to Greg!

We really appreciate Greg’s time answering these questions for us. You can find him on Twitter @GregGifford, at DealerOn, LinkedIn, and he speaks at several marketing and dealer conferences each year. He is a wealth of information and one of the nicest guys on the planet. Be sure to follow him on Twitter and find a way to meet him.

Top SEO Predictions For 2016

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Each year we see SEO change in so many ways. Basic practices become penalties and rules of thumb turn into crossed fingers. That’s why SEO’s are some of the most adaptable people, quick to respond to Google’s latest algorithm and a client’s latest request. As long as the internet is around there will always be a need for SEOs and new tactics for page one rankings.

Next year will be no different. We’re all sitting on the edge of our seats as we wait for the next big surprise from Google. This year Mobilegeddon gained the most attention and 2016 may have something even bigger in store for SEOs. Take a look at the following predictions to see which update may take the front seat.

Page Speed Will Become More of an Issue

​Slow websites have always been an issue for both developers and browsers. Going into 2016, page speed will continue to affect rankings, performance, and overall user experience. Mobilegeddon will make page speed an even bigger factor in 2016 with increasing bounce rates on slow loading websites.

To help keep bounce rates low and conversions high, make sure each page on your website is optimized to meet Google’s Page Speed requirements. Run your URL through Google’s PageSpeed Insights to get a better idea of how your website is performing on both mobile and desktop and what areas your web developers can improve on. ​The Insights will give you feedback based on above and below-fold results for mobile and desktop, as well as the following:

  • Large Image Files. Are your images optimized? There’s almost never a need for a 6000 x 4000 image file size on a basic business website. Decrease the file size and add an image description for SEO benefits.
  • Heavy WordPress Themes. Are you using a WordPress theme? Depending upon the type of theme your website has installed, it may be slowing down the load time dramatically. Do thorough research on a theme before purchasing and installing on WordPress to ensure the extra features don’t cost extra time to load.
  • Enable Compression. Enabling compression is another way to downsize a website and help improve load time. The gzip compression speeds up load times by reducing the amount of data used (great for mobile!) and the time it takes to download the resource. You can enable compression manually or by installing gzip compression plugins through a WordPress website. ​

More Search Will Be Performed By Siri

One of the quickest ways to get an answer now is through voice search on mobile. Voice search has become more and more advanced as people began relying on voice as their main mobile search. Google added voice search to their app, Apple invented Siri, and Microsoft created Cortana. Each of these companies provided an outlet where people can ask questions and communicate with a mobile “robot” for search on the go. It’s popularity is growing as fast as it’s accuracy is improving.

Google has enhanced it’s app so it can not only answer simple questions, but is now able to produce answers to complex questions, such as “How old was Mark Zuckerberg in the 2nd grade?”. The app is more likely to have answers to questions like this due to it’s new algorithms, which help generate time-based answers and understand more complicated keywords.

The beauty of this type of search is not only it’s speed and accuracy, but the type of keywords that are formed from vocalizing a question versus typing a question. These vocalized keywords have created a new form of keywords and search terms for bidding and optimization. They’ve also created the need for more complex search terms, which leads us into the next SEO prediction for 2016.

Keywords Become More Complicated

As search becomes more verbal and filled with complexity, SEO keywords have to match. Long gone are the days of simple 1-2 keyword search terms. Nowadays, SEOs need to conduct deeper research to discover more complex keyword terms and longtail keywords.

AuthorityLabs has a great tool that’s been able to keep up with the times as longtail takes over. Combining rankings, Google Analytics, volume, and competition data, AL is able to highlight new and important keyword opportunities. Keep track and easily add new, complex keywords to your rank tracking in 2016 so you know where you stand with your SEO efforts every day with AL.

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More Mobile, Less Desktop

Mobile users are only growing as mobile search popularity grows, which means mobile ad spending, mobile conversions, app advancement, and mobile sales will increase with popularity. Fear not desktop users, there will still always be a need for desktop, but businesses need to fine-tune how a website or landing page looks on both desktop and mobile.

Instead of designing primarily for desktop, we need to rethink our layouts and design for mobile first, with desktop flexibility. This is especially important for mobile commerce. Make the mobile shopping experience simple, yet attractive for mobile users in 2016 with these tips:

  • Design mobile-friendly images. Product images can’t be 4000 x 6000 for mobile commerce. Size images accordingly for mobile, without affecting the desktop experience. Display 3D examples and multiple angles of each product that users can scroll through on both mobile and desktop.
  • Design mobile-friendly coupons. A user shouldn’t have to resize their screen by zooming out four times just to view a coupon. Create coupons that can easily be achieved from mobile, using promo codes or cut out coupons that fit mobile screens.
  • Design mobile-friendly carts. The checkout process should be the quickest and simplest step of them all, especially on mobile. Give mobile users the ability to checkout quickly using one-click payment options like PayPal, Visa Checkout, or Google Wallet.

What do you think will happen to SEO in 2016? Comment with your predictions below!

New Facebook Features You Need to Use in 2016

Facebook is always making changes, and generally they are for the better. Some of Facebook’s most recent updates are intended to help businesses improve both their advertisements and business pages, while serving more relevant ads to users and making call to actions clearer. With over a billion people using Facebook daily, it’s important to make sure the user experience is constantly improved, as well as providing businesses with a better opportunity to connect.

That’s where the updates below come in handy. Diving head first into the New Year, you’ll need a strong approach to really make your Business Page stand out and increase connections with customers, while finding new business. Incorporate some, if not all, of the updates below to your Facebook advertising and marketing campaigns to have an effective plan of attack on social media’s #1 player.

Research Local Insights For Business Pages

Do you have or work with a business that has a storefront? Many businesses in America have multiple locations to market locally to and use their storefronts as their main source of revenue. Having data to track their local customers in not only helpful, but vital to improving marketing campaigns and advertising dollars.

Having data to track local customers in not only helpful, but vital to improving marketing campaigns and advertising dollars. The anonymous data tells Page Managers what time of day people are near their storefront most. You can research this data by choosing a date range in Local Insights, from one week to last quarter, and then a radius, either 50m to 150m, and analyze the peak times of the day where people are near a business the most. Use this data to fluctuate peak sale times, open and close times, and the time of day for posting updates on Facebook.

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Start Advertising on Instagram Using Facebook

Instagram ads are finally available to everyone, not just the big corporate businesses, and is expected to bring in $595 million in mobile ad revenue this year. That means any business can now create and profit from Instagram ads using their Facebook Business page. You can create Instagram ads using both Ad Creation and Power Editor in Facebook.

Here’s how to quickly create an Instagram ad using the Ad Creation tool:

  1. Log into your Facebook Business page and begin creating an ad as usual by clicking “Create Ad”.
  2. Now it’s time to choose an ad objective. Instagram ads are limited on objectives and only allow you to choose from Clicks to Website, Website Conversions, Mobile App Installs, and Video Views.
  3. Once the objective has been set, choose the rest of the demographic and create the advertisement as usual. I recommend creating a Custom or Lookalike Audience tailored just to an Instagram demographic. The audience will still mimic many of the same traits as your normal demographic, but should have a few more specific interests that your Instagram users have over your Facebook Fans. Do thorough research to see how and if the two audiences differ.
  4. As you define demographic details and begin to create the ad and image copy (which should be 1080 by 1080 pixels), you’ll notice a new option in the Ad Preview section to add Instagram as a placement option. Either remove the rest of ad locations or keep them all to advertise an ad on both Facebook and Instagram.11891359_836043776494430_1229319082_n

Increase Your Local Reach With Local Awareness Ads

Facebook launched Local Awareness Ads last year, but has made a few updates to improve the local marketing experience on Facebook. One of their updates was to help enhance Local Awareness ads for businesses that have multiple locations using dynamic ad copy, links, and call-to-action buttons so each ad makes sense for each location. This will help relate ads to a user’s actual location, regardless of what part of New York they’re in. Experiment with A/B testing Local Awareness Ads against regular Post Engagement ads to see which ad gives your business more foot traffic.

Attempt to Get a Lower CPC With Carousel Ads

Carousel ads are as fun as they sound. Advertisers can display up to five different images and videos in a single News Feed ad that users can scroll across to view. Each image and video is clickable and directs Facebook users to either a URL or mobile app. This technique has been known to produce a lower cost-per-conversion at around 30-50% less than single-image link ads, making it a very attractive ad to both advertisers and users.

Carousel ads are also a great way to showcase how to use a specific product, give a tour of a business or app, and feature multiple blog images. Get creative with the placement of each image or video and tell a story through products. Create the best looking Carousel Ad by following Facebook’s design guidelines:

  • Image size: 600 x 600 pixels
  • Image ratio: 1:1
  • Text count: 90 characters
  • Headline count: 40 characters
  • Link description count: 20 characters

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Facebook

Add a Call to Action Button to Your Business Page

Call to Action Buttons on Facebook Business pages aren’t exactly the newest Facebook update, but there are still many business pages that aren’t implementing the call to action feature. This button, that sits inside of the cover photo, is a great way to create engagement and action on mobile devices. You can choose an objective from the following:

  • Contact Us – redirects to a website URL
  • Book Now – redirects to a website URL
  • Call Now – automatically calls the phone number
  • Contact Us – redirects to a website URL
  • Send Message – messages the business page
  • Use App – links to the app on both Android and iPhone
  • Play Game – – redirects to a website URL
  • Shop Now – redirects to a website URL
  • Sign Up — redirects to a website URL
  • Watch Video- redirects to a website URL

You’ll notice 8 out of 10 buttons give the option to link to a website URL. Chose the URL wisely to create the most effective ROI. If you use the Shop Now button to increase online sales, link the button to a product page or newest arrivals page to encourage online shopping.

Get Leads Directly From Facebook

Although this is a Hallelujah moment, it doesn’t mean we can quit designing landing pages and A/B testing different headlines, yet. Lead ads on Facebook are fairly new and still going through Facebook’s rigorous testing process with a small number of global businesses.

The ad works by automatically populating a Facebook user’s information when they click on a call to action button within the ad. The basic information that a user submits when they sign up for Facebook is what’s populated (name, email, etc.), which is why the ad gives users an option to update their information before submitting.

The point of Lead ads is to remove that extra, extra, step we make users go through by clicking on a Facebook ad, then redirecting them to a landing page, and hoping they fill out a really exciting form. The Lead ads take away those messy extra steps and gives users the opportunity to do everything from within their News feed and continue on to scrolling through baby photos.

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Good luck and let us know the features you think you will use most!

What is Ad Blocking and How to Work Around It

ad-blockerAd blocking has officially become mainstream, with more than just a few people aware of it’s powers. Almost 200 million active users are using ad blockers to block advertisements online.

That’s 200 million people who may not see the advertisements you are creating and paying to show. This year alone ad blocking grew in popularity with a 44% increase of global users and that percentage will only increase as we go into 2016.

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Business Insider

To help make sure your advertisements are actually being seen, let’s first tear apart the fundamentals of ad blocking.

What Exactly is Ad Blocking?

Ad blocking has been around for years and does exactly what it’s name implies: it blocks ads. The point of ad blocking is for users to be able to remove any and all advertisements from a web browser and visit pages freely, without having to see unwanted ads. This makes for a cleaner layout when reading articles online and helps improve the load time by saving the bandwidth needed to display ads. This also makes for an extremely difficult situation for advertisers, publishers, and media companies who make a majority of their revenue from displaying ads on web pages.

Ad blocking doesn’t just block advertisements, though. Content that is deemed intrusive or an invasion of privacy may also be blocked from web pages using content blockers on mobile. Buttons and sharing features can also be categorized as “annoying” from content blockers and be removed, which limit sharing options on mobile.

Does Ad Blocking Affect Publishers?

You bet your ad budget it does! This year alone, ad blocking is estimated to cost publishers almost $22 billion of revenue. First came print, then came online and with online came the struggle to make money from providing free online articles. Publishers have just barely figured out that battle and then got hit with ad blocking.

How Are Companies Handling Ad Blockers?

Ad blocking is extremely frustrating for publishers and advertisers. That’s why companies like Yahoo are taking a stand against ad blocking, at least to an extent. Since ad blocking is legal and meant to benefit user experience, publishers are having a difficult time persuading users to not use ad blocking.

Yahoo recently got creative and decided to tiptoe around this issue by banning users from email accounts if they use ad blockers. Yahoo, like Google, depend heavily on advertising for revenue and are able to offer free services like news articles and email accounts because of the revenue stream from advertising. Ad blocking not only complicates this stream, but is forcing companies like Yahoo to rethink their free services.

On November 23, Yahoo told the Washington Post that they were experimenting with this for a small number of Yahoo users as a “test”. Depending upon the results and reactions to the test, Yahoo may make this policy a norm.

How Does Ad Blocking Effect Mobile?

The mobile version of ad blocking is just as harmful to publishers and advertisers, especially with Apple’s latest update. Which is why Axel Springer, one of the largest digital publishing companies in Europe, is taking iOS 9’s newest ad blocking app “Blockr” to court. Blockr is an app that lets users block ads and other content that slows down web browsing on mobile. Axel Springer has gone to court to stop developmentation and distribution of the app and wants to prohibit Blockr from being able to block ads on mobile, especially from their website.

Whether or not Axel Springer wins their case, users can still download a variety of other ad blocking apps on their phones to block ads from appearing and help to increase web page load times. Faster load times, which use less bandwidth, help increase battery life and user experience when reading and searching online. The benefits for users using ad blocking is clear, but publishers are still struggling to adapt.

How Can Publishers Survive Ad Blocking?

Ad blocking has the potential to harm how the Internet works, but not just in an advertising sense. If ad blocking continues to cost billions in revenue it will eventually affect how free services are provided online, and if they continue to remain “free”.

While we see how ad blocking plays out in 2016, there are a few ways to get around ad blockers as long as you are willing to get creative.

  • Design Less-Intrusive Ads. Advertisements are either helpful, entertaining, or downright annoying. Don’t choose the latter; design your advertisements to be helpful, attractive, and relevant to a user. People are less likely to want to block ads if they can relate directly to them.
  • Tell a Story Using Ads. Get creative and tell a story with each ad, sending a direct message to your demographic. Try incorporating more video and animated elements to go along with the story and make the ad more engaging. Chipotle did a great job of this with their new app-based game that received over 15 million views on YouTube.
  • Timing is Everything. Pop-up ads are so 2000. No one wants your advertisement to pop up as a new page loads or in between app activity on mobile. Time your ads to display at relevant times and in relevant locations. Conduct several A/B tests to see what type of placement and time your ads are most clicked on.
  • Be Relevant. Why advertise a food magazine subscription on a gaming app? Do thorough research on your demographic and create advertisements tailored to their specific needs and likes. You can also experiment with finding hooks for your products to display ads on pages that may not be 100% connected, but have similar features you can draw from.
  • Technology. Some marketing companies are looking into developing a tool that blocks ad blockers so advertisements can still be shown. This tactic can be risky, as it will upset users who clearly chose to remove advertisements. Still being able to see ads could cause several users to attack brands, but brands would be able to get their revenue streams back online.

Where do you stand with ad blocking? Comment your thoughts below!

9 Things Digital Marketers Have to Be Thankful For

Thankful-toolWith Thanksgiving right around the corner, it only felt proper to reminiscence on all of the wonderful things digital marketers have to be thankful for. It’s easy to get swamped under the pressure of ranking on page one and having the most engaged business page on Facebook, but there are a lot of bonuses digital marketers have to look forward to. Here’s just a few of the many things we have to be thankful for this holiday season.

All Hail, Data

Data is one of the biggest things any digital marketer can be thankful for. Information is how we A/B test, it defines who we target, what different behaviors patterns are, and how we can better improve user experience. Without data, digital marketers would constantly be marketing in the dark.

As technology advances, we are given access to more and more data to better allocate marketing and advertising efforts. Web developers and SEOs are able to discover insights on traffic, rankings, keyword behavior, and demographic information, whereas social media managers can take advantage of Facebook’s data providers (Acxiom, Datalogix, Epsilon, Experian and Merkle) and obtain specific demographic data. All of this information creates a better experience for the user and for marketers, something everyone can be thankful for.

Facebook Advertising

Advertising on Facebook is only advancing and will continue to do so as we dive into 2016. The various different types of ads alone are worth being thankful for, but Facebook continues to push the envelope for advertisers and create new opportunities for businesses to connect with their consumers. Facebook has also continued to offer competitive bidding and pricing for lower cost per objectives than other advertising routes.
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Multiple Social Media Networks

There’s a social media type for just about anybody with overtypes of social  networks available. The ability to reach engagement on multiple social networks is a craft and all boils down to quality content. Luckily, not every industry belongs on every network, and that alone is something digital marketers can be thankful for. Certain social media networks are made perfectly for specific types of demographics and industries, whereas others like Facebook and Twitter are more commonly used by all businesses and consumers.

Advanced Tools

Handy tools like Authority Labs help cut time in half for digital marketers, while helping to improve business goals. Before online marketing tools, tracking data and ranking information was just left to tools like Google Analytics. Now there are hundreds of different tools available to help with social media, SEO, content marketing, and local search. THANK YOU, tools!
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Google Apps

Oh, what would we do without Google Apps keeping us all organized? Over 5 million businesses take advantage of Google’s Apps, making communication and file sharing that much easier for digital marketers. Between the Cloud, Hangouts, and Gmail, Google Apps help keep us all in line and provide a quality place to share information.

Google is also constantly updating and releasing new improvements for their plugins like Boomerang. If you’re using Boomerang, you already have something to be thankful for this season. If not, Gmail has different types of plugins to make managing your inbox easier. Here’s a few more Gmail plugins to be thankful for:

  • ToDoIst. Turn emails into to-do items to keep you on check.
  • Rapportive. Get to know everything about the person your emailing with these profiles inside Gmail.
  • FollowupThen. Don’t ever miss following up on a client again with these follow up reminders.
  • WiseStamp. Enhance your email signatures for a cleaner, more professional look.

User Generated Content

The time has come for digital marketers to stop sharing boring stock photos and one-liners. User generated content has changed content marketing, and in a good way. Consumers are sharing their opinions on Facebook, posting videos on YouTube, and talking about brands on Twitter.
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Take advantage of this extra publicity and creativity, and share the positive user generated content encouraging other consumers to do so, as well. It’s an opportunity for new content and something all businesses should embrace and digital marketers be thankful for. Even the negative user generated content gives brands an opportunity to reach out to consumers and address any issues or concerns.

Mobile eCommerce is a Thing

Mobile has not only become a traffic source, but a prominent platform for online shopping. People have become comfortable making purchases on their phones, giving digital marketers another place to increase ROI. Desktop used to be the norm, then tablets, and now mobile can be used to help increase online sales. This is something we can all be thankful for: consumers, businesses, and marketers.

Trial and Error

Testing in marketing is kind of like sampling at Costco. Costco provides customers with samples of different kinds of products they have to offer. They strategically rotate samples based on different types of products and in different sections of each store, making sure to include something for everyone. The sampling process provides awareness to customers who are now familiar with one more additional product from Costco and have the option to then purchase, or continue grocery shopping. Costco then has a better idea of what to offer and what to discontinue.

Digital marketers do this all of the time. Taking an expense, by offering something for free or giving a discount, digital marketers can test the market to see what people want and are attracted to most. Then, they A/B test different marketing strategies such as headline variations, image filters, and content to further define results. Once a few options have been released to the public, users react based on the content shown and data is collected. Thankfully, we have the ability to A/B test like Costco and produce the highest converting landing pages, websites, advertisements, and best tasting samples.

Marketing Equality for Businesses

One of the biggest tactics for successful marketing used to be based on large advertising budgets. Nowadays, small business marketing has just about the same chance of success as the big corporate players. Through generating quality content, A/B testing ads to craft the “perfect” ad at the lowest CPC, and other SEO tactics, small businesses are able to compete for engagement with the big boys.

There’s still an advantage when it comes to corporate advertising with larger marketing budgets, but more marketing companies like Facebook are trying to level the playing field to help benefit small businesses just as much as large businesses. Not only does this help businesses, but it helps digital marketers perfect marketing for all business sizes.
What do you have to be thankful for as a digital marketer?