Since we aren’t doing a weekly marketing links round-up anymore, I’m going to try and put together interesting marketing stuff I find once in a while (as you can see from the title, I’m shooting for once a month).
Great infographics have high information density. Unfortunately, most infographics these days are really just charts, but with more drawing on them. The best infographics convey a lot of information in a lot less space than it would take to write about the topic or have regular graphs of the data.
Before you can sell a product or service, you need to sell a world view… Your world view is a compelling interpretation of the challenges and opportunities that your buyers face. It describes their past, present and future in a way that leads inevitably to your solution. Your world view is the environment in which your marketing lives. Everything you do and say must be consistent with it. Your world view has to be built on reality. It’s a story that makes sense.
Are you still wondering why everyone is talking about Hummingbird suddenly? Read on and these links will answer all your questions.
What is Hummingbird?
Hummingbird is the name of Google’s new search algorithm. Google claims it will provide better search results. Hummingbird is one of the biggest updates ever to how Google interprets user’s search queries and how it evaluates indexed webpages for a better match. Search Engine Land has a nice FAQ post that will give you more details. If you prefer a more visual approach, try this infographic.
“The biggest improvements involve longer search queries. Rather than just examining each individual word in a search, Google is now examining the searcher’s query as a whole and processing the meaning behind it.”
What will be the impact of Hummingbird on my site’s SEO?
Exact details are yet unclear and Google likes to keep people guessing when it comes to search algorithams. But Don Dodds has given a good summary of what is known as of now.
“Site owners that rely on the provision of high-quality content, that steer clear of black hat techniques, and that look to build multiple traffic streams using a universal marketing approach are those that will enjoy better long term results.”
Not much has really changed if you are a small business and are relying on good content, social referrals and customer feedback. HubSpot summarizes important factors nicely in their post.
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Managing your brand’s presence on so many different social channels can be a pain, and one of the annoying aspects of it is getting the right cover photos for each one. Facebook, Twitter, LinkedIn, Google+ — all have different guidelines for what the cover photo size should be.
Here is a list of official and unofficial references that will give you cover and profile picture specification for all social networks:
The cover photo of your Facebook page is very important: not only is it featured on your page, it is also prominently displayed in the user’s newsfeed when your page is recommended (paid or otherwise) by Facebook. Facebook’s official guidelines give very little detail but this page covers all you need to know.
The day many SEO professionals hoped would never come, but feared eventually would, apparently has arrived today. It appears that Google has cut off keyword data altogether.
Nearly two years after making one of the biggest changes to secure search that resulted in a steady rise in “(not provided)” data, Google has switched all searches over to encrypted searches using HTTPS. This means no more keyword data will be passed to site owners.
Why does this matter?Search terms are a great measure of user intent, and we won’t have that anymore. We’ll still see how many visits we’re getting through Google search, but not what those visitors were searching for. So it’s going to be difficult, to put it mildly, to optimize your pages for search if you don’t know what terms you’re ranking for. We’ll all be left shooting in the dark.
So what do we do?Ruud Hein explains five ways to get around this, including keyword data from other search engines and using Google Webmaster Tools.
Edited to add this excellent post that went up after I published this: Neil Patel explains how this move by Google might actually make you a better marketer. He also provides some great tips for managing the change.
Ultimately, none of these other tools will make up for the visibility we’re losing with this change, but we’ve got to work with what we have. The silver lining I see is maybe we’ll stop obsessing over keyword rankings and search results and algorithm changes and focus instead on delivering the best content for our audience.
I also use Rescue Time to check up on my productivity (since Bhaskar recommended it), and of course, email (I write myself notes on things I need to remember) and Google Calendar. I have also found Streak useful to keep track of emails I need to follow up on. I’ve used Remember the Milk and Trello as well, but with less success.
And if you’re feeling stressed out about your productivity levels, Amber Naslund’s post might help you gain perspective.
If you have spent much time on the internet lately, especially on social media, you’re aware that the noise is increasing. It’s more and more difficult to find relevant messages because of all the content that is created. (And I know, we’re part of the problem.)
The platform shift from conversation to broadcast is a symptom of what marketers measure.
They measure actions (tweets, retweets, link clicks), which discourages dialogue. It discourages it because conversations are not valued on the action scale. It discourages it because the more organic conversations take place, the more marketers have to drown them out with frequency. And it discourages it because scalable actions require automation, which means the marketer isn’t participating.
I especially like this part of the post, since so many people ignore offline activities as a factor in online marketing:
Think offline. Sometimes online marketing has to start offline. Just think about how many websites must review, write about, and link to events and news. Well marketers, it’s time to create that news, and plan those events. Get out there and get involved with your target market, create a flash mob, launch a publicity stunt, and do what it takes to make people talk about your brand. What happens online is often reactive to what happens offline, so maybe it’s even more effective to be the creator, not the commentator.
Much of the marketing advice you read will be about conversations you should initiate: by writing blog posts, tweeting, or emailing. But what online marketing allows you do most effectively is listen, and you’re not doing your marketing any favors if you don’t take the time to do that.
Likes and retweets are all very well, but what you really want is conversions: someone signing up to your newsletter, filling up your lead form, or buying your product. This week, let’s work on improving conversions.
Neil Patel offers copywriting tips that will increase your conversions. The first few are great copywriting tips for any piece of writing: focus on benefits (i.e., the reader, not you), format your text, use images, and so on. But there are some less obvious tips in there too.
For us, it’s in the top ten, if you include blog pages. If you don’t, it’s consistently in the top two, with the home page. That’s a pretty important page. And most businesses spend a lot of time and effort getting the home page right and don’t bother to optimize the About Us page.
When was the last time you updated your About Us page?
I rewrote our About Us page last week, to make it more user-centric and less self-indulgent. What we had earlier told our story: who the team is, how we built Markitty. But why should you care about that?
Photo comments, embedded posts, more text in your page’s cover photo… there’s so much you can do with the recent changes Facebook made.
Use photo comments to increase fans’ engagement with your page and to crowdsource content
Facebook introduced photo comments, first for people and now for pages. You can now add a photo to your comment just like you can add one to your status. This is a great opportunity for businesses: you can ask your fans to submit photos through Facebook comments! For example, you can ask them to submit pictures of them of using your products or eating at your restaurant, and say you’ll use the best photo as your cover for a week.
I wrote this about my entrepreneurial journey, especially how we got started. I titled it somewhat provocatively, but the point is that I needed to reduce the distractions in my life to think clearly, to figure out what I really wanted to do.
The TV had filled our lives with noise. In the silence, we could hear our thoughts, our dreams.
I recently got a question about how to learn SEO, and thought that is a great topic for a weekly round-up! Here are some of my favorite blogs and resources.
Moz (previously SEOmoz) is where I go to most often when I need an answer. They have great explanatory guides on anything from title tags to canonicalization. Their blog also has in-depth articles on a range of SEO topics, including this recent one on redirects and their effect on your website.
And if you’re new to SEO, their beginners’ guide might be a good place to start.
According to the BIA/Kelsey report, 97% of consumers use online media before making local purchases. Google Research showed that 9 out of 10 internet searches resulted in a follow up action, such as calling or visiting the business. Mobile searches triggered an additional action or conversion 73% of the time; and 28% of mobile searches resulted in a store visit or purchase.
I love that building a routine doesn’t work for him (since I keep trying and failing at establishing a routine myself) and that he doesn’t follow general or world news (another practice I’ve been following for a couple of years that makes me feel ignorant but less stressed out). I don’t use email notifications either, though I don’t follow any of the rest of his tips (I do want to follow the first one though, but again, routines seem to be beyond me).
Pricing’s something many of us struggle with, and is a really important part of marketing strategy. And it’s something I’ve been thinking about as we move closer to a paid plan for Markitty. So here are a few interesting posts that talk about how you should price your product.