Monthly Archives: March 2020
Exact match domains (EMDs) are domain names that incorporate the exact keywords that you are trying to rank for in Google’s SERPs.
Examples of exact match domains include:
In some industries, people will call their company’s name after the product that they offer, for example, Window Cleaners London.
But in the competitive world of SEO, EMDs are commonly bought by webmasters to gain a quick advantage when it comes to ranking on search engines.
Other studies have shown that having an EMD can help clicks with PPC, given that it targets a particular search enquiry.
The history of exact match domains
Looking back at the evolution of SEO over the past 20 years, having an exact match domain was originally a sure-fire way to rank top of Google.
Even dating back 10 years ago, many SEO practitioners benefitted from just buying an exact match domain, adding a bit of content and getting links from directories and this was enough to secure a page one position.
A new market emerged from domain-name selling. Many entrepreneurs were eager to get their hands on a valuable domain name, whilst thrifty businesspeople held onto domain names hoping to ‘flip’ them at a higher price.
This market continues today, with companies like GoDaddy and 123 Reg offering a marketplace for buying and selling domains, amongst other products.
But webmasters holding onto domains for their potential value has seen the most promising businesses never seen to be made, with websites such as cars.com, food.com, loans.com offering affiliate sites but not transpiring into major brands.
With long-winded exact match domains starting to rank such as buybluejeans.com and carinsurancequotesonline.com – Google responded with an EMD update in 2012 to penalize and filter these out.
Is using exact match domains a problem in 2020?
Not necessarily, there is a place for EMDs in 2020 and the right level of SEO can make it successful.
You do not get penalized just for having an EMD and in some cases, you will get a boost.
However, for the larger part, using exact match domains is going to be like walking on thin ice and could make you very prone to Google penalties.
For instance, creating new landing pages becomes an issue and you risk the possibility of keyword stuffing or over-optimization.
Your homepage should be the welcome page for your website and you should have nicely optimized landing pages coming off it and this where a lot of your SEO traffic will go to. The issue is that if your homepage is homeinsurance.com, using the right words for landing pages becomes tricky. Would you realistically create a page homeinsurance.com/home-insurance and would Google rank this?
When your homepage is likely to have more links pointing to it initially, there will be difficulty in ranking for other landing pages for that exact match keyword.
However, it is link-building that really becomes tricky.
Whatever anchor text you use, you risk the chance of using too much exact match anchor text – and this is a simple way to get a penalty. There are ways around this, such as using a wide range of anchor text, but finding the balance is tricky and it only takes one link of yours to be shared numerous times to make it look like you are running an exact match anchor text campaign.
The role of partial match domain names
Partial match domain names are a combination of the main keyword you are trying to target and something that is not related. A number of successful brands have used other words with the main keyword such as “hut”, “hub”, “network”, “market”, and so on.
Some examples of partial match domain names:
These brands only use half the target keyword, service or object, such as “sunglasses” or “fashion”.
This approach means that natural landing pages can be created without the risk of keyword stuffing and there is no risk of anchor text causing penalties when the brand name is linked.
Another partial match option is that you take a different word, which is more of an adjective or selling point.
A good example is a price comparison site, Forces Compare, which benefits from having ‘compare’ in its domain, and therefore gets a boost for every product it compares across cards, accounts, loans, and more.
There is also the business provider, Funding Invoice, which benefits from having the word “invoice” in its domain.
Some smart uses of partial matches could involve using words such as “free”, “cheap”, and “best” or locations such as “London” and “California”.
Using the right words by association
If you want to generate brand value, but do not want to risk the chance of a Google penalty, you can use a domain that has an association. You do not gain any immediate benefits from Google, but it will certainly look good from a user’s perspective and gaining a good click-through rate (CTR) will notably benefit your rankings.
This includes the infamous doorbell company, Ring.com, the dog food provider, Paws.com and the dating site, Match.com.
Are some industries better than others for using exact match domains?
Yes, we have to accept that Google treats some sectors very differently and when it comes to very competitive industries such as fashion, insurance and finance, they do not want to give anyone a quick advantage just because they own an EMD.
The best approach is to look at each industry and the SERPs that you are targeting. For some industries such as loans and insurance, there are very few (if any) in the UK search results, where “loans” and “insurance” are mentioned in the domain and they are positioned on page one.
However, if you look at the key term “casino bonuses”, around seven to eight sites on page one have the word “casino” in their domain name – highlighting the importance of researching each industry.
For industries where there is less competition and fewer penalties handed out (and this is particularly in local listings), there is only going to be a handful of people searching for “good plumbers in Orange County” or “pizza places in Brooklyn”– you are more likely to be successful using an exact match domain.
Is it too late to change my exact match domain?
No, if you have started with an EMD and have struggled to get it to rank or have been subject to penalties, you can look at changing the domain and you will still hold a lot of the good SEO you have built up.
Doing a 301 redirect to the new domain will hold 90% to 95% of the SEO value and also have a very quick turnaround time, providing that you have good content and UX to back it up.
A recent rebrand of the company Bridging Loan Hub to Octagon Capital showed that the rankings were restored within two weeks and continued to grow back to their original positions, and higher.
Conclusion: Do your research and focus on the brand
Exact match domains (EMDs) still have a role to play in successful SEO and this includes some target industries and local searches.
One has to be careful if they have a large SEO strategy depending on optimizing an exact match domain since this could see initial growth but also be high-risk in the penalty department.
The best advice is to research the industry and see who is ranking on pages one and two of Google. Do they use exact match, partial match or neither?
Either way, Google does not want SEO to be easy and they want it to be earned through other factors such as good design, UX, content, and link-building.
Every time, the most effective and risk-free approach will be to create a keyword-free brand name and build an online brand using good, clean SEO. This should be complemented with other traffic sources such as direct, email, referral and social media to see the maximum effect.
Daniel Tannenbaum is co-founder of Tudor Lodge Consultants.
The post Comprehensive guide to exact match domains in 2020 appeared first on Search Engine Watch.
The estimated size of the global collectibles market is $ 370 billion.
People have an innate propensity to collect, which drives purchases of collectible goods like art, games, sports memorabilia, toys and more. But given that the world is rapidly adopting digital each day, how likely is it that this market can continue to grow as is?
Won’t this primarily physical market have little choice but to evolve with the times?
With an increase in digital adoption, a step-function innovation is emerging; digital collectibles. The new medium is gaining in popularity and its influence is spreading relatively quickly.
The potential impact on the cryptocurrency landscape, while seemingly unrelated, is quite profound. Businesses already present in the collectibles market have new offerings, demographics and economic impacts to take into account. Even household brands are acknowledging their significance and building strategies around them.
Digital collectibles have taken a foothold and are well on their way to increase their presence in our daily lives.
What is a digital collectible?
When Eliot Buchanan tried to use his credit card to pay his Harvard tuition bill, the payment was rejected because the university said it doesn’t accept credit. Realizing the same problem exists for thousands of different transactions like board, rent and vendor payments, he launched Plastiq. Plastiq helps people use credit cards to pay, or get paid, for anything.
Plastiq today announced that it has raised $ 75 million in venture capital in a Series D round led by B Capital Group. Kleiner Perkins, Khosla Ventures, Accomplice and Top Tier Capital Partners also participated in the round. The round brings the company’s total known venture capital raised to more than $ 140 million.
To use Plastiq, users enter their credit card information on Plastiq’s platform. In return, Plastiq will charge you a 2.5% fee and get your bills paid. While Plastiq was started with consumers in mind, SMBs have now accounted for 90% of the revenue, according to Buchanan. The new financing round will invest in building out features to give SMBs faster services around payments and processing.
Plastiq provides a way for SMBs and consumers to pay their bills and make sure they have reliable cash flow. For example, restaurants sometimes have a drop in revenue due to seasonality or, as we’re experiencing now with COVID-19, pandemic lockdowns. Or tourism companies for cities that are struggling to attract visitors. Those companies still need cash flow, and using Plastiq’s service, they can use credit cards to pay suppliers even in an off season.
There is no shortage of competition from other companies also trying to solve pain points in small-business cash flow. According to Buchanan, Plastiq’s biggest competitors are traditional lenders, as well as companies like Kabbage and Fundbox. Similar claims could be made about Brex, which offers a credit card for startups to access capital faster.
Kabbage provides funding to SMBs through automated business loans. The SoftBank-backed company landed $ 200 million in a revolving credit line back in July, fresh off of landing strong partnerships with banks and giants like Alibaba to access more customers. Kabbage loans out roughly $ 2-3 billion to SMBs every year.
Plastiq, according to its release, is also on track to make more than $ 2 billion in transactions. But unlike Kabagge, Plastiq doesn’t issue loans or credit, it just unlocks a payment opportunity.
“SMBs don’t need to be burdened with additional debt or additional loans,” Buchanan said. “So rather than trying to reinvent the wheel, let’s use a behavior they have already earned.”
Buchanan would not disclose Plastiq’s current valuation or revenue, but he did say that it’s not too far away from $ 100 million in revenue run rate. The company’s revenue has grown 150% from 2018 to 2019.
The company also noted that it has surpassed “well over 1 million users,” up 150% in unique new users from 2018 to 2019.
In terms of profitability, Buchanan said that “we could be profitable if we wanted to be,” noting that Plastiq’s revenue and margins could lead them toward profitability if they wanted to focus less on growth. But he added they don’t plan to “slow down” the growth engine any time soon — especially in the wake of the COVID-19 pandemic.
Because the Series D round closed at the end of 2019, Buchanan said the pandemic did not impact the deal. However, the company had planned to time the announcement with tax season. Now, as small businesses struggle to secure capital and stay afloat due to lockdowns across the country, Plastiq’s new raise feels more fitting.
“Our customers are more thankful for solutions like ours as traditional sources of lending are drying up and not as easy to access” Buchanan said. “Hopefully, we can measure how many businesses make it through this because of us.”
The 140-person company is currently hiring across product and engineering roles.
Video is not only a content type anymore, but it has also become a culture. Before that, theater movies and TV had driven the culture, and the only thing that has changed over the past few years is the platform.
Culture is what drives the marketing around it, and 83% of marketers believe that video is becoming increasingly important; a clear indication of more brands using them as a part of their marketing strategies. It can be clearly seen how important video has become for every platform and marketing channel.
And, if you’re not creating videos for marketing campaigns, then you will be left behind this decade.
According to Cisco, 82% of internet traffic will be through videos by 2022. And according to TechCrunch, people watch 1 billion hours of YouTube video per day (That’s more than Netflix and Facebook video combined).
In our digital times, everyone is capable of publishing videos and everyone is publishing videos; all you need is a good camera and an internet connection. This culture-driven ability now belongs to anyone who can create a video and is so captivating that the right group of people choose and prefer to watch videos.
A person who will never read a 100-page book will gladly watch a 10-minute IGTV.
Video is more than just cute babies and funny animals. It’s so powerful that, even mentioning the word “video” in your email subject line can increase the open rates by 19%.
In this article, I’ll unveil all the fundamentals, tactics, and best practices for video marketing.
What is video marketing?
Video marketing is all about creating a video to market and promote your product/service, educate your audience, increase engagement on social media, widen your brand awareness and reach your audience with interactive content. There are some popular platforms like YouTube, Facebook, Instagram, TikTok, and Snapchat that businesses are using for video marketing.
Brands are making videos to help customers make better purchasing decisions by understanding and analyzing their favorite products and features in an engaging way.
Share of businesses using video on their landing pages worldwide from 2016 to 2018
According to HubSpot, 72% of consumers prefer to watch a video about a product than a read product description and more than 50% of consumers want to see videos from brands more than any other type of content.
A quick question.
Why do videos work so well?
Because our brain can’t resist the visual outburst, videos are easy to follow-through and we get addicted to them. We remember dialogues from the movies we watched in the past decade but we hardly remember some paragraphs from some book we read a few years back. Movies are just a visual representation of the scriptwriter and storytelling of the director.
Half of the internet users look for a video before visiting a store (Google) and your campaign can’t survive without video in your marketing strategy where 87% of businesses now use video to help market their product and services (WyzOwl).
Using video marketing for business isn’t something brand new but to obtain the best results, implementing a proper video marketing strategy is a must.
Gone are the days when throwing some random video in your strategy worked, it’s now more than 80% of the content on the internet and the field has become highly competitive.
Developing a video marketing strategy that works
According to HubSpot research, customers and consumers prefer low-quality authentic video than high-quality inauthentic video. Simple, mundane videos don’t work all the time in the world of marketing. Today, documenting your different work processes like BTS (behind the scenes), vlogs, live videos, and product walkthroughs seem more real and human than videos created filled with artificial effects.
The versatility of the video content you publish also makes it a successful marketing strategy. Be it the branding of your ecommerce business or tapping into new audiences, videos have always got your back.
93% of businesses reported getting a new customer on social media, thanks to video. It’s also very important to create a sound strategy when you’re planning to implement video in your marketing which should include:
- Creating a script based on customer’s pain points
- Designing a template that reflects your branding
- Distribution of video on different platforms
- Feelings or emotions you want to evoke
- The persona you’re targeting with the video
- Recording and editing the video
- Integrating video into different marketing content
- Coming up with new topics and trends
- Analyzing the video performance
- Improving your strategy based on your data
As we have discussed before, that video is accessible to everyone and any type of business, you only need the right strategy to kick-off. Whether you’re executing operations in the service team or the marketing team, the usefulness of video is apparent everywhere.
Let’s dig deep into the types of video you can create for the different marketing campaigns:
Types of marketing videos
You will be having different objectives for your marketing campaign and based on that you’ll choose the type of video you’re going to create. So, here is the list of top marketing video types to choose from:
1. Explainer videos
The primary purpose of explainer videos is to educate your audience whether it’s your product/service or some concept in your industry. They generally are short in length and it shouldn’t be more difficult than curating decks of slides in the presentation. It’s kind of a scripted journey of your customer’s problem and how they can resolve it.
2. How-to videos
How-to videos are the most popular type of video which customers love to consume and revolve around the educational concept to teach your audience in a step-by-step manner. These types of videos are compelling because they literally show you how to do something.
3. Customer testimonial videos
Customer testimonial videos are the best way to showcase social proof and brand advocacy for your brand. You can ask your consumers to tell their story on camera, what challenges they faced, and how your brand helped them overcome those obstacles.
4. Demo videos
In this type of video, you have the ability to brief your product or service to your audience in a systematic way. It can be an unboxing review, walkthrough or run your physical product through some tests.
72% of people would rather use video to learn about a product or service (WyzOwl).
5. Personalized video messages
Are you out of ideas for your email marketing campaign?
Try creating video messages.
Nothing can be more personalized, charming and captivating than this type of video message. It will not only improve engagement rate but it will also move your prospect down the funnel towards conversion. See how Marketo used personalized video messages to invite their audience to the summit.
6. Live videos
According to Livestream.com, users watch live videos 1.8x times longer than non-live video, representing the present aspect of your brand. It allows your audience to participate, engage, and connect with your brand in the live video.
You can use live video content to stream events, Q&A sessions, presentations, interviews with experts and foster your audience to interact with your brand.
In this Facebook live video, Martha Stewart prepares viewers for holidays with some outdoor decorating ideas and encourages them to buy each product at Home Depot.
7. AR/VR and 360° videos
Everyone in the industry knows that AR/VR is the future and its market has already reached $ 16.8 billion US. These are future tech that will skyrocket your customer’s experience and you should be integrating your products by now.
VR and 360° videos are important videos that let you put your customers into another person’s shoes, for example, Oreo ran this fun campaign which lets you experience the Oreo virtual world. On the other hand, AR allows people to check out products while sitting in their homes. Everyone knows IKEA furniture App did this beautifully by showcasing their furniture and homeware in your specific living rooms.
Customer experience journey through video marketing
Everyone is familiar with the customer journey or the funnel as we say in which a customer goes from showing interest in your products or services to buying them. Videos are not any piece of content that you can introduce to your audience at any time or any platform. I say that no content should be introduced to the customer in the funnel at the wrong time.
Customers can be offered an additional incentive to push them towards buying a certain product. According to the latest coupon statistics, 86% of millennials say that deals and discounts impact their purchase decisions. This makes coupons a perfect weapon of choice for video marketers.
Here’s a brief to every stage of the customer journey and what type of videos you should introduce to your audience at each stage of the funnel:
This is the initial stage of the customer’s journey where you show them who you are and what you represent.
- Your prospect has a great product but he is unable to generate revenue.
- Prospects try to find the solution on Google by typing their issue.
- He ends up watching YouTube videos and learns that his problem is ‘A’.
- Again, he searches “how to solve problem A” and one of your customer review videos pops up in the suggestion.
- He gets intrigued by the comments on your video and checks out your YouTube channel.
- Finds out that you have uploaded tons of helpful videos and shares them with the team.
- Every time he visits YouTube, your videos are recommended as suggestions.
“84% of marketers credit video with increasing traffic to their website.”
Type of videos to use:
- Explainer Videos
- How-To Videos
- Fun Videos
In the consideration stage, prospects know that they have a problem and want to find the solution. They try everything to find the solution, ask a friend, compare alternatives, search on Google and want a cost-effective solution to the problem.
- They know the problem and watch one of your videos on YouTube but it is just a teaser. They click on the given link to watch the full video on your website.
- They watch one video after the other because of the pop-ups.
- In between, an email submission form comes up and they fill it. Congratulations, you’ve captured a lead. It triggers an email via your automation platform.
- Just a few days later, they receive an email with a relevant video.
- After checking their watch history, the sales rep sends them a personalized video that is shockingly relevant. They end up booking a meeting.
- This kind of customer care strengthens the relationship.
“80% of marketers credit video with increasing the average time on page for their website.”
Type of videos to use:
- Testimonials and Video Case Studies
- Detailed Product Demos
- Personalized Video Voicemails
- Setup Webinars
In the decision stage, customers are quite close to making a decision to buy your product or service and it’s your job to create crystal clear smooth processes for the transaction. They should feel like they have control over the complete process and know every detail.
- Team of prospect lists out all the alternatives including your brand, then they schedule a demo but only your brand sends them a video which makes it easier to understand the product.
- Prospect sends you an email with a few concerns and you reply to them with a video walkthrough.
- During their research, they search for a solution to problem X and they find your YouTube video, which makes you the top vendor.
- After a few days, with a deal on the table, they receive a personal video from a senior executive of yours and they buy.
- Prospect receives a welcome video from the sales rep and an intro to what’s gonna happen next.
- You redirect the prospect to the on-boarding video library which makes the whole process even smoother.
- Now, when their team faces any problem, support videos with screen recording resolves every issue in minutes.
“83% of marketers say video results in a good ROI.”
Type of videos to use:
- FAQ Video
- Campaign Nurturing Videos
- Instructional Video
If someone buys your product or service, you’ll always get a chance to engage them with your content and updates that help them grow with your product and industry.
- The customer finds your product very useful and is very pleased with it.
- They create a short testimonial video and your marketing team uploads it on your YouTube channel.
- New prospects find that testimonial on Google and visit your YouTube channel. The cycle repeats again.
“86% of viewers say they regularly turn to YouTube to learn something new.”
Type of videos to use:
- Troubleshooting Videos
- Product/Brand Update Videos
- Interview Videos
- Social Live Videos
I have shown you how we can integrate videos in each stage of the customer journey. It’s not mandatory to use all of them but it’s recommended to use personalized videos as much as you can. So, design your next customer journey close to perfection with a sound video marketing strategy.
No marketing campaign can be successful without a defined goal and continued experimentation after measuring the data metrics of the campaign. Your goal for running the campaign could be brand awareness, increasing website traffic, or even conversion.
How can you define your goal for the campaign?
By considering your target audience, buyer personas, media they consume, when they consume it, and which stage of the buyer’s journey they are in.
Having a better understanding of these metrics will help you measure your campaign success and define your goal of the campaign. There are several marketing tools available that make it easy for you to evaluate different Key Performance Indicators (KPIs).
Here are a few important metrics that you need to keep your eye on:
1. Rate of play
This metric helps you grasp insight into how many people are actually watching your videos. The rate of play is the percentage of people who played your video divided by the number of impressions on the video.
Factors that play an important role in improving this metric include your thumbnail, platform you are publishing the video on, the initial few seconds of the video, and many more. If you’re getting tons of impressions but no one is playing your video, then you need to optimize your videos as soon as possible.
2. View count
The total number of view count on your video reflects how many times viewers have watched your video. It’s easy to measure but tricky to derive because different platforms measure view count differently.
Facebook takes 3 seconds and YouTube an entire 30 seconds of playtime to measure one view count. This metric is also known as reach which means if your goal is brand awareness then this metric is great to track.
3. Click-through rate (CTR)
This is an important sign that signifies if your video is extremely good or not because its primary goal is to make viewers take a desired action that leads them to an already-optimized landing page with a clear call-to-action (CTA).
CTR is the number of times your call-to-action (CTA) is clicked divided by the number of times it’s viewed.
4. Social media sharing
It’s way too easy to monitor the social sharing metrics and it’s extremely important to increase your organic reach on the internet. The social sharing metric shows you how many shares you’re getting on social media from your viewers.
A “share” is the active engagement that a viewer takes to share a video with his friend when they really like the content. When one viewer shares the video, then a similar audience on his network is more likely to share and it creates a chain reaction that helps you reach a wider audience organically.
5. Conversion rate
It’s the rate of conversion for your video campaign that tells how many leads, prospects or customers were generated through your videos.
Conversion rate is the number of times visitors completed your desired action divided by the number of clicks on your CTA. However, measuring this metric is kind of difficult but you can surely track it if you work smartly.
6. Completion rate
It’s the most liable metric for videos because it shows how many people have watched your video completely.
The completion rate is the number of people who completed your video divided by the number of people who played it.
If no one is watching your videos completely then your content needs to be optimized. It shows the success rate of your video marketing campaign.
7. Bounce rate
You might be thinking about how this metric is important in measuring video success. Sometimes, it happens that adding a video to the web page improves the session duration.
The bounce rate is defined as the rate of your video played, where the viewer actually watches some part of your video.
So, start off by noting down the bounce rate of the page before you add the video and after adding the video to the page, check if there is any improvement in the bounce rate. And how the audience is interacting with the new video content.
Bonus tips for awesome video content
As I mentioned in the beginning, everyone is capable of producing and publishing content these days and everyone is doing it. So, before concluding this blog, I would like to give you readers a few more tips, techniques, and strategies to give you an edge over other creators.
Video equipment checklist
Here’s the list of resource requirements you need to fulfill in order to start producing the video content:
- Camera: A decent quality DSLR camera would be perfect for the job and will cost you around $ 500-$ 600. A high-end camera smartphone like Samsung S10+, Google Pixel 4, or iPhone 11 Pro will also do the trick and will cost you the same.
- Tripod: It’s very effective for video stabilization and vlogging purposes as it makes your camera portable to carry. So, spend on tripods which are lighter in weight.
- External Mic: This will improve the quality of sound in your video and especially when you’re shooting for online courses and explainer videos. It will cost you around $ 100-200.
- Lighting: In the starting, you can use a reflector to take advantage of ambient light. If you want to step up to more powerful lighting, you can use something like a softbox.
- Editing Software: You just need a few skills like editing out your vocal pauses and inserting some text. This would be enough to make a good quality video, as the final content matters the most anyway. You can use expert tools like Adobe Premiere Pro in Windows and Final Cut X Pro in Mac.
- Editing Hardware: As much as you need the editing software for finishing videos, you also need some graphic power to run that software. Low-graphic power systems make it difficult to alter large size files. It should have minimum requirements – 8GB RAM, 2GB VRAM Graphic Card, Intel 6th Gen or AMD FX.
Make a great video
In this section, we will check everything that makes a video great:
- Use a script: Writing a script for your video helps you deliver 2-3x content in a short period of time. You don’t have to write each and every word; the outline structure will do just fine. For reference read: Write a Video Script
- All direction lighting: Using the omnidirectional method gives your object more sharpness and natural feel.
- Soundproofing: Shooting in an echoing room will make you sound terrible. Buy soundproofing material or throw some thick yoga mats on the floor.
- Color Correction: This can make a huge difference in the output of your raw footage. It is the most undervalued but an important editing part of the video.
- Lots of cuts: Cutting is essential to the delivery of your audio and making it clean, and precise. It can help you remove all the noise, avoid filler words, and streamline the content flow.
- Animation Effects: If you’re making explainer videos or educational content, then graphics give you a bonus in conveying your message. You can use software like Adobe After Effects and also outsource tasks to some experts in the field.
Few more strategies
Here are a few more advanced strategies that will help you give more views on your videos:
- First Impression: Capture your audience’s attention in the first 5-10 seconds by starting your video with a question, compelling story, or telling them what they will learn in the whole video.
- Longer Videos: Try uploading videos longer than 5-10 minutes on very different topics and make them detailed and filled with insights. Long-form content works greatly if created well.
- Theme Consistency: You should be consistent with your branding in each and every video. Try to create a theme consisting of your brand color, font, voice, and niche topics which will help you increase brand awareness.
- Humor: Using humor in your videos will make your content more watchable. I don’t recommend filling it up with jokes unless you’re a comedian. Just using one or two light-hearted funny lines in the script would be perfect.
- Sequence: Always ask your audience to watch the next related video on the topic. On YouTube, you can show them in suggestions and make a playlist.
Tools for video analytics
We have already learned what metrics we should measure and here’s how we can measure them:
- Vimeo: Advanced video analytics to help you learn more and decide better. It delivers quality and focuses on building a huge community.
- Wistia: It has a great feature to show you the bounce rate when a person jumps off from your video and a complete brand customization capability for embedded players.
- Vidyard: It offers a defined reporting dashboard and has integration with major marketing automation software. It also gives real-time video views data.
- Google Analytics: Firstly, it is free to use. Perfect if you’re just starting off. It gives you the ability to build a customized dashboard and can be specifically used to track conversion rates.
I hope that you’ve enjoyed this guide for video marketing and its best practices.
Video marketing may look intimidating at first but it’s the present and future of content and you can always start slow. You’ll be able to produce good quality content with practice and don’t forget to align content with your brand.
Creating and publishing videos to grow your brand is way easier than ever and make sure to be a part of this big bubble. Start by turning your epic blogs into different, small pieces of videos in an interesting way and re-purpose all your insightful text content into videos.
Go out other and amaze your audience with your videos and keep improvising all the time.
Light, Camera, Roll, Action!
Which part of this guide intrigued you the most and what points did I miss out on?
Please have your say. I am listening.
Himanshu Rauthan is an entrepreneur, Co-Founder at MakeWebBetter, BotMyWork, and the Director of CEDCOSS Technologies. He can be found on Twitter @himanshurauthan.
The post Video marketing: The ultimate guide (You’ll only need this) appeared first on Search Engine Watch.
As companies that are used to having workers in the same building struggle to find ways to work from home, one company that has been remote from Day One is GitLab . It recently published a handbook to help other companies who are facing the work-from-home challenge for the first time.
Lest you think GitLab is a small organization, it’s not. It’s 1,200 employees strong, all of which work from home in a mind boggling 67 countries. And it’s doing well. In September, the company raised $ 268 million on a $ 2.75 billion valuation.
Given that it has found a way to make a decentralized company work, GitLab has decided to share the best practices they’ve built up over the years to help others just starting on this journey.
Among the key bits of advice in the 34-page report, perhaps the most important to note when you begin working apart is to document everything. GitLab has a reputation for hyper transparency, publishing everything from its 3-year business strategy to its projected IPO date for the world to see.
But it’s also about writing down policies and procedures and making them available to the remote workforce. When you’re not in the same building, you can’t simply walk up to someone’s cubicle and ask a question, so you need to be vigilant about documenting your processes in a handbook that is available online and searchable.
“By adopting a handbook-first approach, team members have ‘a single source of truth’ for answers. Even though documentation takes a little more time upfront, it prevents people from having to ask the same question repeatedly. Remote work is what led to the development of GitLab’s publicly viewable handbook,” the company wrote in the e-book.
That includes an on-boarding procedure because folks aren’t coming into a meeting with HR when they start at GitLab. It’s essential to have all the information new hires need in one place, and the company has worked hard to build on-boarding templates. They also offer remote GitLab 101 meetings to orient folks who need more face time to get going.
You would think when you work like this, meetings would be required, but GitLab suggests making meetings optional. That’s because people are spread across the world’s time zones, making it difficult to get everyone together at the same time. Instead, the company records meetings and brainstorms ideas, essentially virtual white-boarding in Google Docs.
Another key piece of advice is to align your values with a remote way of working. That means changing your management approach to fit the expectations of a remote workforce. “If your values are structured to encourage conventional colocated workplace norms (such as consensus gathering or recurring meetings with in-person teams), rewrite them. If values are inconsistent with the foundation of remote work, there’s bound to be disappointment and confusion. Values can set the right expectations and provide a clear direction for the company going forward,” the company wrote.
This is just scratching the surface of what’s in the handbook, but it’s a valuable resource for anyone who is trying to find a way to function in a remote work environment. Each company will have its own culture and way of dealing with this, of course, but when a company like GitLab, which was born remote, provides this level of advice, it pays to listen and take advantage of their many years of expertise.
Google’s planned cross-site tracking changes for Chrome are far from earth-shattering, and with a few safety checks, you should be good to go. Let’s take a look at what Google has planned and what folks in the ad tech and martech world need to do:
How Google Chrome’s privacy update affects ad tech
As of this month, Google has implemented a new secure-by-default model for cookies, enabled by a new cookie classification system.
This system will stop sending third-party cookies in cross-site requests unless the cookies are secure and flagged through SameSite, which is meant to prevent the browser from sending the cookie along with cross-site requests.
While SameSite is not a particularly new concept, this will be the first time a secure cookie flag will be a requirement for those using Chrome — not just a best practice, as it has been up until now.
Google implemented these new requirements with Chrome 80 on February 4 as the first step in a larger multi-year plan to phase out support for third-party cookies, leaving the ad tech and martech industry with just a few weeks left to make the necessary tweaks to ensure their cookies continue to function properly.
The Google Chrome update means a little change, but a lot of hype for ad tech
Given similar changes that have already been made by browsers like Safari, this new update from Google is not something that should send advertisers into a panic.
If anything, these updates are part of the ongoing trend in creating more stringent policies regarding data and privacy.
While Google represents the most immediate change, Mozilla and Microsoft both have similar updates planned in the future. But while this may soon become the new norm, advertisers need to prepare now in order to avoid data loss and chaos later.
When it comes to privacy updates, fortune favors the prepared
So, what steps should anyone in the ad tech industry take to make sure they aren’t caught unaware?
First, any organization that hasn’t already moved to HTTPS must do so before the changes go into effect, or risk having their cookies discarded by Chrome.
Second, any tech vendors that use tracking cookies will have to set SameSite cookie attributes with one of three values: “strict,” “lax,” or “none.”
A setting of “strict” means that a cookie will not work on any website other than the domain in which it was placed. A setting of “lax” allows cookies to be shared across domains owned by the same publisher, and a setting of “none” allows full third-party cookie sharing, providing other security requirements are met.
Today, “SameSite=None” is the default within Google Chrome, but as of February, developers have to manually enable “SameSite=None” in order for cookies to continue working.
If they do not, cookies will automatically default to “SameSite=lax,” and will cease working across all websites.
What’s the future of cookie-based tracking?
Given Google’s expressed intent to “make third-party cookies obsolete,” it’s clear that the industry needs to be prepared for a world without the ability to track users with third-party cookies.
As I’ve said before in the context of Apple’s ITP, the best way to future-proof your partnerships program is to take advantage of server-to-server tracking — in other words, APIs.
I believe APIs are the future of online tracking, and not just because they provide a way to circumvent browser policies.
When an advertiser can communicate directly with a tech platform without relying on a browser as an intermediary, it means better attribution and less sharing of user data — and that’s a win for everyone.
Matt Moore is a Product Marketing Manager at Impact, and he’s been in the affiliate and partnerships space for the last six years. He’s always on the lookout for a good story to tell or a good dog GIF to share.
The post Hitchhiker’s guide to the end of the third-party cookie as we know it appeared first on Search Engine Watch.
Reliance Jio, a three-and-a-half-year-old subsidiary of India’s most valued firm Reliance Industries, may have attracted the attention of an American giant: Facebook.
The social conglomerate is in talks to acquire a 10% stake in the Indian telecom operator, the Financial Times reported Tuesday. The size of the deal, the paper said, was in “multi-billion dollars.”
Analysts at Bernstein value Jio at more than $ 60 billion. Mukesh Ambani, India’s richest man who runs Reliance Industries, has poured over $ 25 billion into Reliance Jio over the years.
Reliance Jio, which began its commercial operation in the second half of 2016, upended the local telecom market by offering bulk of 4G data and free voice calls for six months.
The telco kickstarted a price war that saw local network providers Vodafone and Airtel quickly move to revise their data plans and mobile tariffs. But they struggled to match the offerings of Jio, which has amassed over 370 million subscribers to become the top telecom operator in the country.
Reaching those users might interest Facebook, which attempted and failed to expand its free internet initiative, Free Basics, in India. (The company has since expanded Express Wi-Fi to India — though its potential and scale remains comparatively small.)
Reliance Jio also owns a suite of services including music streaming service JioSaavn, on-demand live television service JioTV and payments service JioPay.
Earlier this year, Reliance Industries announced JioMart, a joint venture between Reliance Jio and Reliance Retail, the nation’s largest retail chain, to soft-launch an e-commerce business.
In recent quarters, Facebook, which is beginning to see competition from ByteDance’s TikTok in India, has started to take interest in local startups. Last year, the firm made an investment in social commerce Meesho; and last month, it wrote a check to edtech startup Unacademy.
Ajit Mohan, VP and managing director of Facebook India, told TechCrunch in an interview last year that the company was open to engaging with startups that are building solutions for the Indian market for more investing opportunities. “Wherever we believe there is opportunity beyond the work we do today, we are open to exploring further investment deals,” he said.
Facebook declined to comment, and Reliance Jio did not immediately respond.
Rocket launch startup Astra, which had been attempting to claim DARPA’s prize for successful demonstration of flexible space launch capabilities until earlier this month, will not be moving forward with an attempted flight of its launch vehicle this week as planned. The company’s “One of Three” rocket ran into an “anomaly” during pre-launch testing in preparation for its flight this week, and the schedule for a make-up launch are currently is currently up in the air.
“Astra’s launch vehicle “One of Three” suffered an anomaly following an otherwise successful day of testing in Kodiak in preparation for a launch this week,” explained Astra CEO and founder Chris Kemp via email. “Fortunately, our own hardware was the only thing harmed, and our team is already hard at work to determine the root cause so that we can improve the vehicle’s design. As a result of yesterday’s anomaly we will no longer be attempting a launch this week. We do intend to attempt another launch from Kodiak once conditions with coronavirus improve and we have resolved the cause of yesterday’s incident.”
Astra’s launches are set to take off from Kodiak Launch Complex, which is located a the Pacific Spaceport Complex in Alaska. The company had challenges with weather conditions leading up to its attempts to win the $ 2 million DARPA prize, the deadline for each expired at the beginning of March, but the anomaly yesterday had to do with the vehicle hardware itself, and not external conditions. Local news additionally reported this morning that while the emergency response triggered by the anomaly had ended, the “areas is still hazardous and should be avoided” according to Alaska Aerospace CEO Mark Lester.
Kemp also cited the current coronavirus crisis in his statement to TechCrunch, and while that doesn’t look like it contributed to any technical issues, the ongoing global pandemic definitely seems likely to impact any attempted work that would involve repairs or rescheduling the launch at this time.