Monthly Archives: August 2020
Big news today in the world of enterprise IT startups. Rippling, the startup founded by Parker Conrad to take on the ambitious challenge of building a platform to manage all aspects of employee data, from payroll and benefits through to device management, has closed $ 145 million in funding — a monster Series B that catapults the company to a valuation of $ 1.35 billion.
Parker Conrad, the CEO who co-founded the company with Prasanna Sankar (the CTO), said in an interview that the plan will be to use the money to continue its own in-house product development (that is, bringing more tools into the Rippling mix organically, not by way of acquisition) but also to have it just in case, given everything else going on at the moment.
“We will double down on R&D but to be honest we’re trying not to change the formula too much,” Conrad said. “We want to have that discipline. This fundraising was opportunistic amid the larger macroeconomic risk at the moment. I was working at startups in 2008-2009 and the funding markets are strong right now, all things considered, and so we wanted to make sure we had the stockpile we needed in case things went bad.”
This latest round included Greenoaks Capital, Coatue Management, and Bedrock Capital, as well as existing investors including Kleiner Perkins, Initialized Capital, and Y Combinator. Founders Fund partner Napoleon Ta will join Rippling’s board of directors. Founders Fund had also backed Zenefits when Parker was at the helm, and from what we understand this round was oversubscribed — also a big feat in the current market, working against a lot of factors including a wobbling economy.
It is a big leap for the company: it was just a little over a year ago that it raised a Series A of $ 45 million at a valuation of $ 270 million.
This latest round is notable for a few reasons.
First is the business itself. HR and employee management software are two major areas of IT that have faced a lot of fragmentation over the years, with many businesses opting for a cocktail of services covering disparate areas like employee onboarding, payroll, benefits, device management, app provisioning and permissions and more. That’s been even more the case among smaller organizations in the 2-1,000 employee range that Rippling targets.
Rippling is approaching that bigger challenge as one that can be tackled by a single platform — the theory being that managing HR employee data is essentially part and parcel of good management of IT data permissions and device provision. This funding is a signal of how both investors and customers are buying into Rippling and its approach, even if right now the majority of customers don’t onboard with the full suite of services. (Some 75% are usually signing up with HR products, Conrad noted.)
“We like to think of ourselves as a Salesforce for employee data,” Conrad said, “and by that, we think that employee data is more than just HR. We want to manage access to all of your third party business apps, your computer and other devices. It’s when you combine all that that you can manage employees well.”
The company is gradually adding in more tools. Most recently, it’s been launching new tools to help with job costing, helping companies track where employees are spending time when working on different projects, a tool critical for IT, accounting and other companies where employees work across a number of clients.
Second is the founder. You might recall that Conrad was ousted from his previous company, Zenefits (taking on a related, but smaller, challenge in payroll and benefits), over a controversy linked to compliance issues and also misleading investors. But if Zenefits was finished with Conrad, Conrad was not finished with Zenefits — or at least the problem it was tackling. This funding is a testament to how investors are putting a big bet on Conrad himself, who says that a lot of what he has been building at Rippling was what he would have done at Zenefits if he’d stayed there.
“Once you’re lucky, twice you’re good,” said Mamoon Hamid, a partner at Kleiner Perkins, in a separate statement. “Parker is a true product visionary, and he and his team are solving an enormous pain point for businesses everywhere. We’re thrilled to continue partnering with Rippling as demand for their platform dramatically increases in this era of remote work.”
“Rippling is not just a superior payroll company, but something much broader: they’ve built the system of record for all employee data, creating an entirely new software category. Rippling’s massive market opportunity is to streamline the employee lifecycle, from software to payroll to benefits, and fundamentally improve the way businesses hire and manage their employees,” said Ta in a statement.
Third is the context in which this round is coming. We’re in the midst of an economic downturn caused in part by a global health pandemic, and that’s leading to a lot of companies curtailing budgets, reducing headcount, and potentially shutting down altogether. Ironically, that force is also propelling companies like Rippling full steam ahead.
Its SaaS model — priced at a flat $ 8 per person per month — not only fits with how many businesses are being run at the moment (primarily remotely), but Rippling’s purpose is specifically geared to helping businesses both onboard and offboard customers more efficiently, the kind of software that companies need to have in place to fit how they are working right now.
Updated with commentary from an interview with Conrad.
- Search engine rankings play a huge role in making your online store more visible to shoppers. If you rank higher on the SERPs, there’s a higher chance that you’ll rake in more sales.
- Shopify is one of the most recommended ecommerce platforms. Data from BuiltWith shows that usage of the CMS platform has doubled since 2017, and it currently has more than one million active websites.
- It offers a great backend administration that can be tailored. More important, it’s packed with SEO-friendly features right out of the box.
- Growth Rocket’s Lead Outreach Specialist, Stefanie Slclot, walks you through some key steps on how to master SEO for Shopify.
“If you build it, they will come”.
This nugget of wisdom may have worked for Kevin Costner’s character in ‘Field of Dreams’ when he’s spurned onward by a disembodied voice to pursue his dream of building a baseball field.
But in reality, this sort of advice can prove disastrous for entrepreneurs. After all, businesses rely on strategy, planning, and development for long-term success.
In today’s day and age where online shopping is the new normal, it takes more than just building a great store to draw in more customers.
Search engine rankings play a huge role in making your online store more visible to shoppers. If you rank higher on the SERPs, there’s a higher chance that you’ll rake in more sales.
Does Shopify have good SEO?
Shopify is one of the most recommended ecommerce platforms. Data from BuiltWith shows that usage of the CMS platform has doubled since 2017, and it currently has more than one million active websites.
Shopify is a great option for your online store because it offers easy backend administration and can be easily tailored to your specific requirements. More importantly, it’s packed with SEO-friendly features right out of the box.
Optimizing your Shopify store for success
Keep in mind that boosting organic traffic to your online store is different from optimizing other websites for SEO. In this guide, we’ll walk you through some key steps on how to master SEO for Shopify.
1. Simplify site structure
The way you organize content on your page is crucial to SEO success.
If shoppers can quickly find what they’re looking for on your site, they tend to spend more time on your page. Longer dwell times tell Google that your site offers value, which can give you a solid rankings boost.
To top that off, a logically structured site makes it easier for Google to crawl your website. Ideally, your site architecture should look something like this:
If you look at the diagram closely, you’ll see that your product pages (third row) are only a couple of clicks away from the home page (first row). In turn, organized and user-friendly web design makes it easy for visitors to find what they’re looking for.
Poor site structure, on the other hand, makes it harder for search engine spiders to find and index all the pages on your site.
Meanwhile, if your site architecture is interlinked, spiders can easily follow your links. A simple site architecture also means that link authority flows a lot easier from pages with more backlinks (your home page) to lower-ranking pages (product pages).
The graphic below shows what the site structure for a baking blog should look like:
2. Eliminate duplicate content
Duplicate content happens when similar content exists on two separate URLs. The page could either be on your site or someone else’s.
Duplicate content on Shopify can have a negative impact on your search performance. Search engines tend to be tolerant of internal site duplication. But if it appears as if you’ve copied text from another site, you could get hit by a search engine penalty.
The good news is that once you’ve wiped your site clean of duplicate content, you can improve your search rankings significantly.
Consider using tools like Copyscape to check for plagiarism and other external duplicate content. You can also conduct site audits to identify pages with similar content to other URLs.
Or maybe your site is due for a redesign or content update. Break free from duplicate content by writing a new copy.
3. Conduct keyword research
Keyword research is the foundation of SEO success. Here are a few tips on how to generate relevant keywords for your store:
- Export your keywords from Google Ads, and optimize search terms that generate the most revenue and have the highest conversion rate.
- Use Google Search Console to identify keywords with the most impressions and clicks.
- Conduct SEO competitor analysis on tools like Ahrefs. Generate the “Content Gap” report to single out keywords your competitors are ranking for.
- Analyze buyer personas and track search forums related to your products for topic inspirations and keyword ideas.
4. Optimize product pages
Now that you have a list of keywords and a simplified site structure, you can start optimizing your pages with your chosen search terms.
Start with your top pages first, such as your home page and main product collections. The first step to optimizing them is by writing title tags and meta descriptions. Here are some general guidelines for you to follow:
- Write unique title tags and meta descriptions for each page
- Include a keyword when appropriate
- Avoid truncating descriptions and follow the prescribed character limit guidelines
- Craft copy that will entice visitors to click
- Keep your descriptions brief yet descriptive
It also pays to add alt texts to your images. Since Google Images is the second largest search engine in the world, you can drive more traffic to your site through your images. That’s why it helps to add alt texts that describe what an image is about.
Once you’ve finished optimizing your titles, meta descriptions, and alt texts you can work on creating unique content to your product pages.
Keep in mind that your descriptions should be written from a user-focused POV. The best way to boost the relevance of your content is by discussing your product’s features and benefits.
5. Set up 301 redirect pages
301 redirects tell search engines that a page is no longer available and that it’s moved permanently to a new URL. After all, you don’t want your customers to move to your competitors after they land on a ‘404 Not Found’ page on your site.
The goal is for you to lead visitors to a new page, which you can do by creating a URL redirect through your Shopify admin portal. Follow these steps to add 301 redirects:
- Click Online Store > Navigation > URL Redirects
- Select Add URL redirect
- Type in the old URL in Redirect from and the new URL in Redirect to
- Click add
Keep in mind that before you can redirect users to the new URL, you’ll need to delete the existing webpage.
6. Boost page load speed
If your website loads slowly, it could hurt your Google rankings. That’s why you need to put forth the effort to make your site load quickly.
Check for your store’s site speed through tools like Google’s PageSpeed Insights or GTMetrix. On Shopify, however, you have limited options when it comes to boosting site speed. Here are a few factors you can work with:
- Choose a theme from the Shopify Theme Store that loads quickly
- Compress your images before uploading them to Shopify
- Install only the apps you need so they don’t slow down site performance
7. Build high-quality backlinks
Search engines rely on link building and outreach to determine how the community at large values your site. Think of backlinks as the word-of-mouth equivalent of SEO. With better quality backlinks, you can build your credibility and boost the organic traffic your shop receives.
Below is a list of some backlinks you can obtain for your site:
- Supplier/Manufacturer links – If you sell products made or supplied by other companies, they may have a policy that lets them link to your store. Reach out in case you’re missing a backlink opportunity.
- Competitor links – Use tools such as Link Intersect from Ahrefs to find out who’s linking to your competitors. You have a high chance of obtaining a backlink for sites that already link to other people in your industry.
- Influencer voices – Get in touch with industry leaders for interviews that could help you generate better links and content.
- Brand mentions – Find out where your brand is being mentioned through websites like mention.com. It may be possible for you to earn a backlink if they choose to include a link to your site along with the mention.
- Broken links – Keep an eye out for broken links or services similar to what you offer. When you find one, you could reach out to the site owner telling them to link to your site instead.
8. Focus on content marketing
Content is the reason why people visit your site. You may feel tempted to skimp on content marketing for your ecommerce site, but crafting content that delivers value adds to the overall user experience.
People who are ready to buy the moment they visit your shop make up only a small percentage of the marketing funnel. Publishing informational content like blog posts can help you educate people at different stages of the buyer’s journey. In turn, it can also increase the chances of them buying from you in the future.
Your content is a way for people to get to know your brand without selling to them directly. With well-written content, you can rank for more keywords and earn backlinks.
Your Shopify store automatically includes a blog called “News.” If you want to create a new blog, select Blog Posts > Create a new post > Create a new blog.
These steps will help you create a Shopify site experience that is also SEO-ready. Share your thoughts, tips, or queries in the comments section.
Stefanie Slclot is Lead Outreach Specialist at Growth Rocket.
- When writing a survey, clarify your objectives before you start writing questions—time spent writing a strategy is well worth it if it means you didn’t forget a vital question (or include an irrelevant one).
- Don’t get stuck in your old habits when writing surveys—keep trying new things.
- Phrase questions in a way to get the most specific and clear answers from your survey respondents. Get granular.
- When writing surveys, draw connections. How might one question relate to other areas of people’s lives?
- Fractl’s Creative Strategist shares five powerful ways and details on how you can create successful surveys.
In my (sometimes) humble opinion, well-written surveys can be a reliable and effective method of generating newsworthy content.
Surveys allow you to deeply explore personal beliefs and behaviors. They can be tweaked and tailored specifically for your goals, and they appeal to our seemingly universal need to care way too much about what other people think.
I’ve written a lot of surveys in my time at Fractl, and all that experience has taught me plenty of lessons. So, here are five tips that you can employ today to make your next survey a winner.
Tip #1: Embrace the opportunity of survey creation
As content creators, we get paid to be curious, and that’s awesome. Running a survey is a unique opportunity — don’t waste the chance to ask questions worth asking.
We take for granted that our respondents open up about their deep thoughts and personal experiences, maybe even ones they haven’t shared with anybody else. You can write better surveys by simply appreciating that.
Here’s how I like to think of it: Do you want to think up some questions and find out how basically all of society would answer them? If you asked that to just about anybody, I’ll bet they’d take you upon it.
The point is simple: It’s pretty freaking cool to find out how thousands of people think, feel, and behave.
When you’re engaged, your findings will be more engaging.
Tip #2: Draft a survey brief and actually use it
A well-developed campaign brief is the absolute most important part of any project. A survey brief provides structure and strategic direction for your survey. By immersing yourself in the topic, you’ll yield better, more insightful questions.
Let’s dive into each one of those elements a little further.
Here’s something I thought I’d never say: All of those English teachers were right. Every essay did need an outline, and so does every survey.
(I still don’t believe them that the green light over the river was a carefully crafted metaphor for something-or-other, but that’s a discussion for another article.)
Outlining your survey will give you a clear path to follow. This allows you to focus on the more interesting, nuanced aspects of your topic. Having structure, perhaps counterintuitively, actually makes it easier to improvise and take chances.
Clients aren’t paying us to write surveys because they know we enjoy it, they’re paying us because we achieve their goals.
Drafting a brief will help you clarify your objectives and strategize how to meet them. Referencing that brief throughout the process will keep your survey and your goals aligned.
For example, we often have the goal to build brand awareness for a client. We do this by earning media coverage through the content we create.
When we run surveys that serve as the foundation of our content, we have to consider what journalists (and their audiences) will find interesting. If we don’t keep this in mind, we won’t meet our goals.
Immersion in the topic
A brief isn’t just about planning and outlining; it’s about digging into the topic and sparking curiosity.
This allows you to get the obvious angles out of the way and tap into what’s really newsworthy: a novel, personal, unexpected, nuanced, and humanistic takes on a topic (no matter how common it may seem).
My writing process for a brief typically follows a simple formula:
- Research and contemplate the topic: Think about it while your boss sits next to you wondering why you’ve done nothing but stare at your computer for 10 minutes.
- Take as many notes as you can: In fact, takes notes as quickly and as incoherently (in my case) as possible. Brainstorm, ask open-ended questions, get lost in the rabbit hole, and get as many thoughts onto the page as possible.
- Go back into your notes and make sense of them: Condense them into a clear and ordered outline of the angles you intend to explore.
- Leave it and come back: Tweak a few things, give it a spit shine, and send it over to your boss or client for feedback.
By the time you get to your actual survey, you’ll have immersed yourself in the topic. You’ll also have a clear understanding of what you hope to achieve, and you’ll have a detailed, strategic plan.
Tip #3: Be specific when writing survey questions
Specificity doesn’t just ensure clarity and accuracy. It enables you to ask targeted, insightful questions.
“It’s not what you said, Dad, it’s how you said it.” – me, all the time
Choose your words — and your questions — carefully. Detailed, nuanced perspectives make topics more interesting, more relatable, and more newsworthy. Specificity is how you get that.
There are a lot of areas where you can employ specificity to write better surveys, but I’ll focus on the most important: How to ask your questions and set up potential answers.
Here’s an example: “How many times per week do you shower?”
If you’re me, the answer is “not enough, according to my wife,” but if you’re most people, that question could be interpreted in more than one way. Are you asking how many total showers a person takes in a week, or how many days out of the week that person showers? Are you asking about this week, last week, or whatever random week they might be thinking of?
Some better ways to ask this would be: “In a typical week, how many total showers do you take?” You could also ask more specific questions like, “What’s the longest amount of days that you’ve gone without a shower?” or “In your opinion, to what extent is it acceptable to skip a daily shower occasionally?”
When it comes to providing answer choices, I often aim for the option that will give me the most actionable, most specific data. You can’t unmix paint, so give yourself a good palette instead of a few pre-mixed colors. You can always bucket, convert, and manipulate your detailed data later.
For example: Don’t ask for age ranges. Ask for ages. Do you plan on using age ranges? Great, it’ll take you 10 seconds to make them later if you have each age. Income brackets? No. Why? Ask for income and create your income brackets later, after you’ve done all the interesting things (average, median, percentiles, and more…) that income brackets wouldn’t have let you do.
By phrasing your questions specifically and thinking about how you’ll use the answers, you’ll avoid confusion and being too vague. You’ll also be able to ask more targeted questions. Have you ever done X? Have you ever considered X (even if you haven’t done it)? Have a clear idea of why you’re including each question, and what specifically you hope to do with it.
Tip #4: Get personal
A survey is where the personal and the universal break even.
By tapping into the emotional, humanistic potential of your surveys, you can generate takeaways that truly resonate with a greater audience.
There are plenty of ways to write a newsworthy survey, but to me, surveys are the most interesting when they explore the human condition — when they reveal something about who we really are, why we do things, and how the world affects us.
So how do we do that? By opening up the clock and seeing what makes it tick.
Ask follow-up questions:
Don’t just ask for answers; ask about those answers. People told you that they do X? Great. How does that make them feel? Is there someone in their life who wishes they didn’t do X? How does that affect their relationships? How does X affect their health? Their life satisfaction? How do they feel about people who don’t do X?
Surveys are interesting because they tell us about ourselves. Personal takeaways are more unique and are more likely to resonate with the audience on an emotional level. What people do is interesting, but it’s not as interesting as the reasons why they do it, how it impacts their lives or the way that doing it makes them feel. Tip: If you’re getting really personal, you can make the question optional so people don’t feel uncomfortable having to answer.
Embrace nuance and ambivalence
Everything is complicated and (almost) nothing is black and white. Use your surveys to explore the underlying complexity behind people’s beliefs and behaviors. Measure ambivalence by asking respondents if they acknowledge any points that contradict their beliefs or if they ever second-guess or feel guilty about a behavior. Tap into the inherent nuance of most topics by asking questions about its underlying causes or hidden effects.
Let’s take student loan forgiveness, for example. Many people who support loan forgiveness can believe it’s unfair to some people. At the same time, plenty of those who oppose it might acknowledge that it would benefit people, but that other concerns are more important.
By exploring the layers of complexity, we give the topic a fair and detailed perspective, while also uncovering interesting, newsworthy takeaways.
Explore cause and effect. Ask yourself how the topic might impact other areas of people’s lives. Ask yourself how their perspectives on your topic might correlate to other beliefs and behaviors.
Draw connections between people’s perspectives on your topic and their behaviors: Is it making your life better or worse? What are you doing to deal with it? How has it impacted your relationships? What do you think is causing it? Do you think it’s good/bad? Do you think it’s important?
Ask questions that people haven’t asked yet. It’s really that simple. It’s not easy, but it’s simple.
Tip #5: Try new things
Do we all get stuck in our habits? Absolutely. Do rhetorical questions seem to be one of mine? Clearly. Is it important to break out of them? Not this time for me, apparently, but yes!
Try new things in your surveys and on your survey platform, and you might be surprised at how much you’re able to pull off.
Some helpful ideas
If you don’t know what to try, here are some ideas:
- Open a blank template on your survey platform and play around with it. Look at each feature as a tool and ask what you might be able to do with it. Find a question format that you haven’t used yet, and look for settings that you usually just scroll past.
- Tweak the settings. For example: Carry responses forward but ask people about the choices they didn’t select. Ask them why they didn’t select them, or how they feel about people who might’ve.
- Use your answers in a different way. For example: Count the number of selections each respondent made in a select-all question, then create groups based on those counts. Create new demographics using one (or several) of your questions, and break your other results down by those.
- Strategically divide your sample. For example: Split your respondents into two groups and ask them complementary questions. One group, for example, could report on their habits while the other group reports on their perceptions of those habits.
You may not move forward with every experiment, but it can certainly open your eyes to new ideas.
I do have to add the caveat that self-reported information has its limitations. However, that doesn’t mean you can’t explore fascinating subject matters and gain more insight into public perception and behavior.
Approach survey creation with curiosity, attention to detail, and a sense of experimentation, and your chances of creating compelling content will increase dramatically.
John Bernasconi is a Creative Strategist at Fractl. When he’s not probing anonymous survey respondents about their innermost feelings, you’ll probably find him out in the garage covered in sawdust or in the kitchen (still covered in sawdust).
The post Five quick and easy ways to make surveys more effective for content marketing appeared first on Search Engine Watch.
- Digital marketing is not a quick-fix solution to gain momentum. It does not give you visibility overnight. If you are using digital marketing techniques such as search engine optimization (SEO) or social media marketing (SMM).
- Consumer behavior has changed drastically. We all see a different consumer today.
- The pressing question remains, “What strategies should digital marketers follow?”
- Co-founder of Lbswebsoft gives you a quick look at some strategic steps that can help your digital marketing and ecommerce efforts during Coronavirus times.
The outspread of coronavirus disease (COVID 19) has affected everyone on the planet. This is for the first time in the history of mankind when more than 70% of countries – which include developed, developing, and underdeveloped nations – are under lockdown. It has already caused huge unrest in the global economy.
People have lost their jobs and are left with no or limited sources of income, companies specifically small and medium cap businesses are shutting down. Giants are putting many of their processes on hold. A number of government organizations, too, have been closed down as a preventive measure for coronavirus spreading.
How the coronavirus is driving new changes in digital marketing
Coronavirus lockdown has halted many business processes starting from manufacturing, supply chain to logistics, and marketing.
Some businesses have closed or paused their digital marketing activities temporarily, citing the health concerns of their employees. If you are on that side, what you will have in the end is drastically decreased online traffic, sales, engagement, conversation, and pushed down search ranking.
Digital marketing is not a quick-fix solution to gain momentum. It does not give you visibility overnight. If you are using digital marketing techniques such as search engine optimization (SEO) or social media marketing (SMM) – I believe you are already aware that your implementations take three to four months’ time to give results.
So, if you choose to stop working on digital marketing, you would see a severe downfall after a quarter or so.
This is a difficult time for us all. You as an employer will need to keep your workers motivated in order to ensure that the work does not gets delayed or stopped. Asking to work from home will be a great support for your employees, as well as for your digital marketing.
But the most important question here is, what strategies should digital marketers follow?
Consumer behavior has changed drastically. We all see a different consumer today. As mentioned above, markets are closed, necessities are out of stock or being sold at 30% to 50% increased rates, buyers and their families are staying at home – some of which have lost their jobs and have limited sources of earning.
This behavioral shift has changed the market scenarios as well. We have a completely different market to serve.
With that said, we will need a different approach to marketing.
Develop a short-term strategy and see how the market conditions behave
A pro tip for digital marketing is – keep it flexible. If there are provisions for alterations in your digital marketing strategy, you would be able to adapt to any situation.
Which strategy suits your business and which doesn’t – it can only be measured after it is implemented. Your digital marketing strategy should be flexible enough to come out of any situation.
Moving back to the ongoing corona situation, you will need to develop a different, short-run strategy to implement during the lockdown. You can start by:
- Understand the audience
- Assess whether your product is in demand
- Evaluate the amount of website traffic and its source
- Notice how the user behavior on your website
Prepare a marketing strategy around these factors. If your product is in demand, you can draw in a huge amount of traffic through your local implementations.
And if it doesn’t fall into that category, you can lure them in by offering discounts and lockdown special offers like Neil Patel did by making many features of his Ubersuggest free and iCustomLabel.com did by offering free shipping during the lockdown.
More focus on pay-per-click (PPC)
Believe it or not, cost-per-click (CPC) is proving more yielding for marketers during the corona lockdown. Since the supply of goods is limited, there are fewer ads on leading marketing channels including Google Ads, Twitter Ads, and Facebook Ads.
The traffic and searches both are high, but the competition and with that, the cost of paid ads have taken a downward trend. It could be a great opportunity for your brand to gain exposure and increase traffic and sales.
You can combine SEO, SMO with PPC in your digital marketing strategies. Here is how to get started on your per-per-click:
- Identify your ad and campaign objectives
- Discover the best marketing channel
- Determine your funnel
- Observe the results and refine your implementation
Organize webinars and webcast
Webinars and webcasts have emerged as a great marketing tool in recent.
In fact, it is the most engaging content type today. Stats show that more than 80% of users prefer watching brand videos rather than reading their blogs or scanning through their social network text updates.
You can take this opportunity to engage with your audience and get new sign-ups and sales, eventually.
If your physical events such as product launch, marketing seminars were canceled or postponed, through which you had plans to gain traction, you could still go that way.
Just prepare a content strategy, choose the right platform, and assemble the pieces of equipment, and you are ready for your webinar or webcasting.
Quick tips to help you get started with your webinar and live streaming marketing:
- Always do a live-run test beforehand
- Use the questions asked for your blog topic
- Promote the event across social networks in advance
- And most importantly, plan the content and context of your webinar well
The last point will require you to dig the trends and find an expert or two to be present at your event.
When traffic and sales are down, a large number of marketers forget their customers. What they have their focus on is – sales, sales, and sales.
But, who gives you sales? Your customers, of course. During the Coronavirus lockdown, people aren’t actually buying much.
If you forget them, you will lose them. And getting new customers after the lockdown is over is going to be an intricate affair. So, the best practice is to – never actually forget them.
You can stay connected with them on social networks. Just for a friendly reminder: Social network is a marketing channel – but that does not mean you should always use it to market your brand. Rather, use it to empathize with your followers, listen to their stories and tell them yours, and respond to their comments and mentions.
Many brands are using social networks to show how they are contributing to the wellness of the communities during the corona crisis. If you are also doing social work, social media is the right place to tell everyone about it. It will help reestablish you as a responsible brand – which without a doubt would be a one up for your marketing success.
Birbahadur Singh Kathayat is an Entrepreneur, internet marketer, and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.
The post The impact of Coronavirus on digital marketing and effective solutions appeared first on Search Engine Watch.
Google today announced a new autofill experience for Chrome on mobile that will use biometric authentication for credit card transactions, as well as an updated built-in password manager that will make signing in to a site a bit more straightforward.
If you’ve ever bought something through the browser on your Android phone, you know that Chrome always asks you to enter the CVC code from your credit card to ensure that it’s really you — even if you have the credit card number stored on your phone. That was always a bit of a hassle, especially when your credit card wasn’t close to you.
Now, you can use your phone’s biometric authentication to buy those new sneakers with just your fingerprint — no CVC needed. Or you can opt out, too, as you’re not required to enroll in this new system.
As for the password manager, the update here is the new touch-to-fill feature that shows you your saved accounts for a given site through a standard Android dialog. That’s something you’re probably used to from your desktop-based password manager already, but it’s definitely a major new built-in convenience feature for Chrome — and the more people opt to use password managers, the safer the web will be. This new feature is coming to Chrome on Android in the next few weeks, but Google says that “is only the start.”
Earlier this month, Twitter told investors it’s considering a subscription model as a means of generating additional revenue to support its business. Now we know what sort of value-add features Twitter may be eyeing. In a new survey, the company asks users to evaluate paid features like “undo send” (an alternative to an edit button), as well as other ideas like custom colors, the ability to publish longer and more high-def videos, support for profile badges, auto responses, additional “social listening” analytics and the ability to run brand surveys about ads.
The survey asks users to select the options they felt were most or least important to them.
Details of the survey were first published to none other than Twitter itself by Twitter user @WFBrother. The findings were then amplified by eagle-eyed social media consultant, Matt Navarra, who had also seen the survey.
Here’s a list of features Twitter may be considering for its paid / subscription service
Which would you be willing to pay for? pic.twitter.com/w8vYumrpx3
— Matt Navarra (@MattNavarra) July 31, 2020
A Twitter spokesperson confirmed the questions had come from a survey the company was running to evaluate options for a membership model, as the survey describes.
The company declined to offer any further comment, but noted its Q2 shareholder letter had detailed its plans in this area:
“We are also in the early stages of exploring additional potential revenue product opportunities to compliment [sic] our advertising business,” the letter had said. “These may include subscriptions and other approaches, and although our exploration is very early and we do not expect any revenue attributable to these opportunities in 2020, you may see tests or hear us talk more about them as our work progresses,” it noted.
Specifically, the survey asked users about the following options:
- Undo Send: A 30-second window for you to recall/withdraw a tweet before anyone can see it. This has been something Twitter has suggested in the past could be a viable alternative to an “Edit” button — something users have demanded for years. Instead of allowing unlimited edits to tweets, and the significant engineering investment that would entail — users could instead quickly fix a typo they spotted shortly after posting.
- Custom Colors: In addition to “Night Mode,” you could change the fonts and theme color of Twitter on your phone and computer. Background color, links, mentions, hashtags and icons would appear in whatever color you choose.
- Video Publishing: You could publish videos up to 5x longer than current default, with a much higher maximum resolution (8192×8192)
- Badges: You get a badge(s) on your profile that links to businesses you own or work for (Example: A journalist can have a badge showing the magazines they write for.)
- Auto responses: Able to write and set a menu of auto responses to use in replies. This would likely be more useful to brands that wanted to redirect customer inquiries to official channels.
- Social listening: You can see conversation around your account on Twitter, including total volume, the people and businesses who are talking most often and what they are saying. This, again, would largely appeal to brands.
- Brand Surveys: You could be able to survey people about the ads you run to better understand if your ad was memorable and if people are likely to buy the products or services featured. Twitter today already runs similar ads, so this feature would be relatively easy for it to implement.
The survey does not represent features Twitter will definitely roll out as part of any future membership model, of course. It’s only the first step to gathering consumer feedback about what people believe is worth paying for.
Not on the survey? A real “edit” button, of course. That one just may never happen!
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- The drive to be more productive, the thirst to learn something new – these are the primary reasons behind the rising popularity of podcasts.
- One in every four Americans over the age of 12 listens to podcasts religiously.
- Podcasts’ share of the ear is projected to increase by 120% in the next few years, with the total number of listeners exceeding 100 million by 2021.
- But how exactly can you use podcasts to boost your internet marketing campaign?
- How can you ensure that creating audio content is a rewarding investment for your particular business?
- Internet marketing specialist, Nasirabadi Reza, decode the answers to a lot of these key questions. Hop on!
Not so long ago, commuting was my favorite part of the day. Driving and traffic jams aside, it was the time when I could relax my mind. With music blasting on the car’s audio system (which I had specially upgraded – just so you know), I would zone out and temporarily free myself from thinking about all the workload/household chores waiting for me at the end of the journey.
But then that wave of boosting productivity, managing time, and whatnot hit. And I found myself trading my playlist for podcasts.
Make no mistake, commuting is still my favorite part of the day, but not because the idleness is a welcome change.
I now love the commute because it’s the most enriching part of my day. Every day is a new learning experience as I tune in to a marketing podcast and get deeper insights into my line of work. If I am not in the mood for that, I just switch to a radio drama or a talk show instead and get entertained on the go.
People in innumerable quantities all around the world are showing a similar change in preferences.
And for marketers, this presents the next growth opportunity as podcasting promises to open the door to the future.
Podcasts paving the path to the future of internet marketing
The drive to be more productive, the thirst to learn something new – these are the primary reasons behind the rising popularity of podcasts. Of course, their convenience and accessibility, and the fact that podcasts present the info in easily digestible pieces, make them all the more crowd-pleasing.
In the U.S. alone, there were reported to be around 75 million podcast listeners during the last year. One in every four Americans over the age of 12 listens to podcasts religiously. And the trend has only started to pick up pace.
Based on statistical analysis, podcasts’ share of the ear is projected to increase by 120% in the next few years, with the total number of listeners exceeding 100 million by 2021.
But how exactly can you use podcasts to boost your marketing campaign? How can you leverage these findings in your favor? And how can you ensure that creating audio content is a rewarding investment for your particular business?
These were the main questions that came up in a discussion with a few of my fellow workers when we sat down to reconsider our branding strategies. One of them held the staunch belief that podcasting works for media brands only.
When a logical explanation couldn’t convince him, that’s when I had to pull out my phone and show him various non-media brands that have successfully integrated podcast marketing into their internet marketing campaigns.
If you share a similar viewpoint or are still confused about how podcasting can benefit your brand, consider the following businesses that continue to gain popularity amongst the masses by jumping onto the podcasting bandwagon.
Examples of brands using podcast marketing
1. General Electric
If you aren’t already aware of ‘The Message’ and ‘Life After’, you must be thinking, “wait, an electric company promoting machines and tech-solutions through podcasts?”
As absurd as it may sound, that’s still happening nonetheless.
‘The Message’ and ‘Life After’ are two series of a science fiction podcast that follows a journalistic style. The first series follows the work of scientists trying to decode extraterrestrial messages using high-end technology developed by- yes you guessed it – General Electric.
Talk about marketers whose creativity knows no bounds.
The second podcast series has a different storyline, but the same method for bringing GE’s products into the public eye.
This is an incredible technique to create brand awareness not just among the products’ direct buyers, but way beyond.
The use of podcasting to promote your business is limited only by your imagination. And these audio dramas created by General Electric are the ultimate proof of this statement.
McDonald’s podcast marketing serves as a great example for companies that might fall prey to public relations (PR) problems.
Remember the saga of the Szechuan sauce? The special sauce was being sold at McDonald’s outlets for a limited time period when things went out of control. People started fighting with each other to get their share of the popular sauce eventually creating a bad image for the retail chain for poor management and not creating a sufficiently large batch in the first place.
McDonald’s took an ingenious approach to address the issue and restoring the damage done to its brand image.
The highly popular yet super-limited Szechuan sauce became the subject of an investigative podcast called ‘The Sauce.’
Consisting of just three parts, the series might have been short, but it effectively used the power of audio content to rebuild the brand image in no time.
Keep in mind this brilliant marketing hack from McDonald’s for times when a seemingly minor customer complaint starts to wreak havoc for your business by going viral.
3. Sephora collection
Sephora launched a podcast titled #LIPSTORIES in partnership with Girlboss Radio. The main aim was to celebrate the company’s line of lipsticks.
Each episode of the series revolved around women who either served as an inspiration behind the product or other influential female workers who were inspired by the product itself.
This is a powerful example for businesses trying to upsell their goods or services while establishing a positive image among their customers at the same time.
Podcasts that you definitely need to listen
If you are unsure how to get started on podcast marketing, consider tuning in to the following channels to let the tricks of the trade:
1. IdeaCast by HBR
Who wouldn’t be interested in reading Harvard Business Review? But it can be hard to find the time. If that’s the case, you can explore new ideas and actionable advice on innovation and market leadership by signing up at IdeaCast – HBR’s official podcasting channel. These informative podcasts are based on interviews with renowned entities such as Eric Schmidt and focus on bringing something new in every episode.
2. Outside In
The Outside In podcast aims to reveal the secrets behind some of the world’s most renowned brands. It discusses their customer-centered approach and gives listeners deep insight into how they can implement those strategies on their own.
Blogging might still be the favored technique for content marketing. But you cannot simply deny the fact that podcasting is climbing the charts incredibly fast. It is a viable marketing channel that you can easily leverage in your business’s favor.
Nasirabadi Reza is an internet marketing specialist with a passion for writing and sharing valuable insights gained through years of experience in the industry. He manages the content delivery hub at Zigma and is dedicated to creating smart strategies for clients who want to take their business to the next level. Reza can be found at @MarketingZigma.
The post Podcasts and internet marketing: Are you missing the boat? appeared first on Search Engine Watch.
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