Swoosh members will compete to create digital kicks with the brand’s design staff and bag a royalty cut. But not even Nike knows how it’s going to work.
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For a long time now, brands have requested that their fans submit their images, videos, thoughts, and narratives. User-generated content is an integral component of marketing strategies for several companies. A brand can get a lot of traction from well-run UGC efforts.
Wondering what is UGC? It refers to the content that you publish on your blog, website, or individual written social media platforms and that is outside of your business.
Since UGC is typically earned, it generates highly sought traffic and interaction. If you are still feeling unsure about leveraging UGC in your social media marketing efforts, then read on to get more insights.
Why Is User-Generated Content Required for Brands’ Social Media Marketing?
Let us provide some justifications for why you ought to incorporate User-Generated Content into your social media marketing plan.
UGC Provides Diverse Content
User-generated content is produced by various people with various backgrounds and experiences with your brand. In addition, they each have their own manner of expressing themselves.
You can give your audience something fresh and engaging each time you share content when you use UGC as your primary source of social media content. Your audience is intrigued by your variety of content, they interact with you, and they eagerly anticipate your marketing efforts, which increases your user engagement like never before.
Social Proof is Generated Through UGC
Social media has a significant social proof component. It’s merely one of the factors that promote user-generated content. Every time a new social media trend emerges, its users including ourselves produce content around it.
User-generated content serves that purpose exactly. It gives your audience members a sense of social proof. When a client sees user-generated content in your social media marketing campaigns, they are amazed by how you have provided your customers with a platform to share their opinions. They are inspired to produce content for you, providing you with more user-generated content to use.
Increased Transparency With User-Generated Content
Users struggle to make decisions since there are so many brands growing on social media. However, adding user-generated content to your social media marketing plan gives your company a unique edge by adding transparency and authenticity.
A knowledgeable user who is not being paid for it produces user-generated content. And they’re doing it voluntarily and using social media to express themselves, which makes UGC raw. It increases trust with your prospects and enables them to make more assured purchase decisions.
How To Increase Sales By Including UGC on Social Media
Incorporate Social Media Widgets on Your Website
Your limitations don’t have to be restricted to the confines of social media when it comes to social media marketing. They can be expanded upon and applied to additional consumer touchpoints, such as websites.
If social media is the stage in the marketing funnel that allows you to connect with your target market, then the section where you welcome them is the part of your website because that is where they go to find out more about your business.
Why not make a good first impression and provide them with something they’ll find interesting, believable, and relatable? While social media widgets let you include your chosen social media content on your website, you may use this tactic to attract user-generated content that was made by your clients to your website.
Your website’s performance and dwell time will also improve as a result of this technique, as users will stay on your site longer to interact with the user-generated content.
Showcase User-Generated Content on Your Social Media Accounts
When you upload user-generated content to your social media business accounts, you can take advantage of the variety of content it provides to provide your social audience with some original content.
It will motivate your audience to interact with and recommend your content to their friends and family.
By including user-generated content, you can encourage your audience to interact with your content. As more users interact with you on social media, it reaches a wider audience, enabling you to increase the reach of your company. In order to avoid spammy comments and trolls in the comments section, there is an option to turn off comments on Facebook, Instagram, and other social media platforms.
Publish Social Media Ads
Paid promotions are available on social media sites like Instagram and Facebook. The markets for these promotions are distinct. You can adjust your promotions to better suit your target audience by using various ages, genders, locations, and keyword filters. This will help you achieve the most return on investment.
The disadvantage is that because these campaigns are open to all business accounts on these social media sites, social media is overrun with social adverts that consumers frequently ignore or skip.
So, how will you be able to survive? User-generated content is the answer. User-generated content is what will hold users’ attention when they get tired of skipping over branded and other photoshopped content, compel them to engage, and motivate them to act positively on your social media ads.
In today’s social media marketing space, user-generated content improves how brands interact with their audience and foster a conversational flow between the brand and its consumers. Furthermore, it provides brands with social listening opportunities that enable them to better understand and serve their customers.
This brings us to the end of this post and you are now aware of the few ways in which you can strategically include User Generated Content in your social media marketing moves. Go on and improve your social media marketing with UGC right away!
The post Why Incorporating User-Generated Content on Social Media Will Increase Sales first appeared on PPC Hero.
Content has become a traditional marketing channel for many SaaS companies. According to ProfitWell, content companies are likely to see 30 percent higher growth rates and 5 percent better retention rates than those not using content marketing.
The content marketing game is constantly changing – what used to work for SaaS companies years ago doesn’t make the cut today. Having spent a good five years in the SaaS content marketing space I’m always interested in tips, hacks, and low-hanging fruit that let you take a shortcut and speed up product growth.
I’ve interviewed 10 SaaS marketers and founders who’ve been creating SaaS content on a daily basis for years and asked them to share their insights – what’s not working in SaaS content marketing anymore? Let’s dive in and see what they have to share.
#1 Chasing big fat keywords
Everybody wants to rank for these fancy keywords with large amounts of search volume. But the truth is, large search volumes usually come with a crazy high competition and keyword difficulty. If your SaaS is in the social media space and you are just unfolding your content marketing, going after stuff like “social media management” is literally wasting your time and money.
“Being the bootstrapped startup that we are, we aim for actions that yield results. Our focus is on high-intent content marketing strategy. We pick keywords for blog posts not according to their search volume but according to their purchase intent. This helped us drive not only traffic but also sign ups with our blog being the only marketing channel today ” says Dennis Vu, co-founder and CEO at RingBlaze.
I couldn’t agree more. The reason why our agency has been up and running for 2+ years is because we deliver not only traffic but also sign ups to SaaS clients. And the only way to do so with content marketing is to focus on high-intent keywords – think “alternatives”, “competitors” or “vs” keywords. It works every single time so that’s where I recommend starting your content marketing efforts.
#2 Going outside of your niche
We’ve written hundreds of articles for the Expandi blog over the course of two years. Today, Google recognizes Expandi as an authority when it comes to all things LinkedIn –LinkedIn cold outreach, LinkedIn recruitment, LinkedIn automation – no matter which LinkedIn-related article we’d cover, it instantly ranks well on Google.
Recently, Expandi introduced new features, only this time they weren’t about LinkedIn but about email outreach. Once we started writing email-related articles, we realized that they were not ranking well. Unfortunately, we haven’t built the email marketing topical authority (yet) so Google didn’t consider us experts in the niche.
This doesn’t mean you can’t enter a new space and write about a new subject. Building the topical authority needed for recognizing you as a niche expert will require time and effort. If you decide to start a new category on a blog, you should keep this in mind. At the same time, if you aren’t changing your product, keep in line with the topic you’ve chosen.
“If the article is written about CRM, but this is not your niche, it is challenging to get to the top of Google search,” says Andrew Chornyy, CEO at Plerdy where they write 30 blog articles per month.
#3 Posting articles lacking expertise
Have you ever read one of those articles where it looks good on the surface but once you’ve read it you felt like there was absolutely nothing you’ve learned from it? Pretty much all the content marketing experts I’ve talked to agree on this – vague, watery content for the sake of content is a no-go.
“Most companies use copywriters to write their content. This doesn’t work anymore. As they are usually not an expert in the topic they write about, they will read our copywriters’ articles to research the topic. This results in an endless loop of already fluffy content being the input for even fluffier content,” says Jeroen Corthout, co-founder and CEO at Salesflare.
Be careful when you hire copywriters with no subject matter expertise – you might be risking your brand image. Ask about their previous writing examples covering a similar topic or niche. For example, when we chat with a wanna-be client from a niche we don’t have experience with, we let them know about it straight away. Losing a potential client is way better than losing a reputation.
If your topics are technical and your tech experts don’t have time to write blog articles (which is usually the case) have your writers connect with experts on a quick call to get as many ‘meaty’ details as possible. Also, make sure to get those experts to proofread the post when it’s ready.
#4 Prioritizing article length over quality
When Brian Dean introduced us to the skyscraper technique back in the day, everyone and his dog started creating content that’s longer than those competing results ranking in Google top. However, long content doesn’t necessarily mean comprehensive. What we see these days is blogs populated with 20-min reads that are vague, watery, and, let’s be honest, don’t bring much value to the table.
Ioana Sima, marketing manager at TextMagic said,
“Long-form written content as 90% of companies do it. The web is incredibly saturated with long-form articles that are written for the sake of being written. SaaS companies should not rely purely on long-form.
I would recommend experimenting with different formats and transforming articles that perform well into long-form content, while also including video summaries, templates, or rich media that can be distributed on other channels and quickly digested. Oh, and ALWAYS check SERPs to see the formats of top-performing pages.”
It can be hard to pack your article with value when SurferSEO asks you to write a 5K words piece. Remember that longer doesn’t always mean better. After all, this is what content marketing is about – writing for people, and bringing value while also catering to search engines.
#5 Publishing articles under a wrong name
Ranktracker is publishing 50 blog articles per month, translated into 12 languages. Felix Rose-Collins, the CMO, shares that articles they’ve published under the name of unknown authors tend to have poor performance on Google.
“We noticed that they don’t appear for our target keywords, we have now stopped posting for unknown authors. Once we’ve started using well-known names (like CEO), we see them rank within two minutes after publishing in the top 3 results. Even for extremely competitive keywords,” says Felix.
RankTracker clicks and impressions over time
In fact, this might be one of the reasons why you don’t see the results from the guest posts published on your blog. Next time, when you accept a guest post, make sure to look up the author on Google. If there are no online publications, chances are it probably won’t do your blog any good.
On the other note, when you pitch a guest post to an editor, include your previous publications on major platforms. For example, that’s how I got to write this post for Search Engine Watch – I shared my previous articles I wrote for Entrepreneur, HubSpot, Zapier, Foundr, and many more.
#6 Focusing on new content rather past articles
About five years ago I wasn’t thinking much about updating old content. We were on a hamster wheel of creating more content, faster for Chanty, a company where I headed a content team. Then I ran into this article by HubSpot and realized I was missing out big time. So we went back to the older posts to update and optimize them. I can’t share numbers as it was a long time ago but the results were huge. Since then we do this for our clients – if the article isn’t performing well, it gets an update.
“You’ll find that most of your sign ups come from a handful of articles. Updating our lead-generating content is an ongoing work that never stops. After all, the supply of keywords relevant to your business isn’t endless. While you are producing new content, older articles are going down. If you neglect updating older content you’d be stuck with a traffic plateau and a business that doesn’t grow,” says Andrey Makhovskyi, founder and CEO at Effy.ai.
One of Effy.ai updated article performance over time
#7 Contributing via Help a reporter out (HARO)
This might bring a lot of resentment but we had to discontinue HARO for our clients in 2022. If you are not familiar, HARO is a service that connects journalists/ authors with experts in the field.
Authors would request a quote from experts and experts would share their advice. Authors then would decide which quote to include in their article and credit experts by putting a link to the expert’s website (similar to what I’m doing in this article). This used to be a win-win case – authors would get meaty insights for their publications while experts would get attribution and links to their websites.
It worked great until it turned into a red ocean zone and space got overcrowded. What used to be a great link building technique became a waste of time and effort.
“About two years ago we used to get 25 backlinks out of 65 pitches for our clients. With time it went into a downward spiral. Today, nobody links to you just because you shared your advice. They also want a link back in return. We realized it no longer delivers the value it used to to our clients. We had to give up this service and focus on backlink building techniques that do work today, ” says Iryna Kutnyak, director of operations at Quoleady.
#8 Distributing content across communities
Emilia Korczynska is a head of content at UserPilot and the hardest working marketer I’ve ever met. Getting published a whopping 60 articles per month, she’s tried distributing blog content on Quora, Reddit and social media. She says you have to be very cautious about how you spend time distributing blog posts.
“Resharing content in social media groups that are mostly dead or Slack channels requires a lot of effort, and with the miniscule organic reach and a high chance of getting banned by the admins just don’t justify it. Similarly with Quora/Reddit and other Q&A sites,” says Emilia.
I couldn’t agree more – we stopped all of our Quora activities a long time ago because the results just weren’t worth it. What we realized is that people often come to Quora from Google search after typing your target keyword – the one you are optimizing an article for. It makes much more sense to get that blog article rank in the Google top (higher than the Quora result) rather than trying to compete with hundreds of Quora answers bugging your friends/colleagues to upvote and comment.
When it comes to sharing in social media groups – self promotion is usually against the group rules anyway. Unless you are an admin or have been constantly adding value to the group, your blatant distribution attempt will be quickly eliminated. At the same time, there are groups that allow this sort of promotion. I call them “distribution cemeteries”. Nobody reads the avalanche of irrelevant content that’s being posted there.
#9 Prioritizing link building over content quality
Whenever I speak with a potential client on Zoom, I emphasize that content quality comes first. You can’t have a piece of content that’s thin and invaluable and expect it to rank well by building backlinks to it. It’s like putting a fresh coat of paint on a car with no wheels and hoping it will ride.
I’ve interviewed Mohamed Sehwail, CEO at FullSession and here’s his input on this,
“We haven’t been building backlinks to our blog content for a while, yet we were able to maintain steady growth of traffic and sign ups. Article updates do its magic, boosting our positions and bringing our pages to the Google top.”
FullSession traffic growth over time
Building backlinks will only help rank content better once your content is polished – it’s valuable, well-structured, to the point, answers the search intent, etc. When that’s in place and you are still not ranking well, it’s time to add backlinks.
#10 Overdosing with gated content
“Give us your email and get access to an ebook, whitepaper, guide, checklist, etc.” The classic inbound approach introduced by HubSpot back in the days might not work for everyone as of now. The amount of content online these days is insane. Why would they give you their email if they can get the same contact (if not better) openly elsewhere?
“Instead of closing off certain content, we’ve found it’s more beneficial to create ‘additional resources’ as a complement allowing readers the option to download and creating a win-win scenario,” says Elizabeth Pokorny, head of content at Weglot.
When you are putting together three already published articles on a topic and calling it a guide, it doesn’t sound right. If it works for you – great. However, gated content does its best when it’s unique, something you can’t find easily online.
It might help to review your gated content policy and experiment with the assets you share with your readers. Opening more of your content might bring extra organic traffic and result in more sign ups at the end of the day. On the other hand, if your content pieces are of great value and your website is the only place to get them, I’d recommend keeping them gated.
I’ve interviewed dozens of content marketers and only top insights made it to this article. One thing that’s clear as day – great content is here to stay. It’s not about the amount of backlinks or length. Helpful, actionable, experience-based content written by an expert in the field is what you should be after when planning content pieces for your website.
When you develop your content marketing strategy, focus on high-intent keywords that will bring a highly-targeted flow of people who are ready to sign up. When you have a pool of articles that generate leads for you, make sure to cherish this content and update it regularly to give it a well-deserved Google boost.
Topical authority is a thing and gradually building authority around the topic that’s most relevant to your business will help you rank your future articles faster and easier.
When sharing content online, avoid the spray-and-pray approach (don’t bury your content on the spooky ‘distribution cemeteries’), always check the results of your activities and double down only on those channels that are worth the effort.
Hopefully, this article and advice from the content marketing experts who’ve learned their lesson through trial and error will help you save time and focus on things that work.
Olga Mykhoparkina is a founder at Quoleady, a SaaS content marketing agency on a mission to help great software products get quality leads through top-notch evergreen content.
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The post 10 SaaS marketers share what’s NOT working in content marketing anymore appeared first on Search Engine Watch.
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You’ve done all the hard work, and your Google Merchant Center has no errors or disapprovals but you still find that many of your products are just not showing in your advertising efforts. This can be commonplace, especially for those retailers that have hundreds, if not 1000’s of products that they are wanting to showcase on the Google Shopping network.
Do you just throw more budget at it and hope? Even if you 2x, 3x, or more on your budget, this will not translate to showing 2-3x more of your products, especially if Google has “dialed in” on those products that are consistently converting and meeting your campaign goals.
What about creating a new campaign, just for products that have received 0 clicks? For those that have many products that are not getting any attention, this is an opportunity to have a dedicated campaign that is solely biased towards your products that have had zero clicks, get more awareness, and ultimately, more sales.
Depending on the amount of traffic you generate through Google Ads, and with so many products to showcase, manually trying to do this on an ongoing basis could potentially come with headaches. How often do I check the products? What timeframe should I run this for? How do I separate the products again for those that are getting clicks? When are you going to find the time to do that?
Committing to doing this manually is a brave move, especially for stores with a high number of products, and could potentially add many, many hours to the weekly tasks you already have in place.
There is a simpler solution – AUTOMATE it!
Introducing Google Ads Scripts
Running Google Ads can be an arduous process, with quite a list of tasks & optimizations to consider on a daily, weekly, or monthly basis. Some of these tasks can take time and combining that with multiple clients, there are moments when you’ll feel that there is just not enough time in the day.
The more you can understand how Google Ads scripts work, the more you can look at automating many other functions involved in running a successful Google Ads account. The other advantage of using these Google Ads scripts is that it will give back one of the most valuable assets you have. Your time.
Let’s Get Started
As mentioned, there are some very educated individuals that have taken the time to create scripts for automated functions, and for us non-coders, there is one to automate this process.
To put this together, there are certain tasks that need to be done to put all this into place, which has been broken down into a 4 part process as follows:
- Creating the spreadsheet
- Adding the script
- Adding the supplemental feed
- Building the campaign
Creating The Spreadsheet
Preparing the spreadsheet for your supplemental feed is a fairly straightforward process:
- Open up the free Google Sheets application and create a new spreadsheet
- Enter “id” as the column header for column A1
- Enter the custom label you are using in your script (custom_label 0-4) for column B1
- Rename the tab to “LowVolume”
- Give the spreadsheet a name that identifies what it is
Adding The Script
Equipped with the script code below, we need to add it to the “Scripts” section of your Google Ads account. You can navigate to this area by clicking on Tools and Settings > Scripts
Click on the big blue button and select New Script
Copy & paste the script below into the editor
With the script below pasted, change the following sections:
- Provide a name for the script
- The custom label number you are using in “var CUSTOM_LABEL_NR =” (custom_label 0-4)
- Replace the spreadsheet URL link after “var SPREADSHEET_URL =” with a link to your working spreadsheet
- This is the minimum number of product clicks before it is considered to be “ramped up” and moved off the list. Insert this number after “var THRESHOLD =”
- Click on Save in the bottom right-hand corner when you have updated the script
From the Scripts interface, you should now see your new script. Depending on the number of products you have, you can adjust the frequency of when the script runs and updates the spreadsheet. Once this has been updated, click Save.
Adding The Supplemental Feed
Head over to your Merchant Center, where we will be using the prepared file as a supplemental feed.
- Under the Product menu, navigate to the Feeds Section
- Scroll down to the “Supplemental Feeds” section and click on “Add Supplemental Feed”
- Provide a clear name of the feed and select Google Sheets, then Continue
- Choose the “Select an existing Google spreadsheet” option and select the spreadsheet you created in the previous step, then click Continue
- In the last step, don’t select any Product feed and click on “Create Feed”.
Building The Campaign
Well done on completing the previous steps, especially if this is your first time doing this. Now it’s time to build the Google Ads campaign to showcase these products on the Shopping network. As most should be aware of how to set up a Google Ads campaign, we’ll touch on the finer details that will assist in creating your Low Click Volume Products campaign.
Firstly, whilst there are many options to set up your Performance Max campaign, we would suggest first testing the Maximise Conversion value option, which doesn’t place any restrictions on the campaign to get up & running. You can test the other options, such as adding a target ROAS, but this will come down to how it aligns with your overall goal.
Secondly, use inventory filters to ensure you are only including the products that have been populated in your spreadsheet. This will be the label you have chosen for the spreadsheet and populated in column B, under the custom label header. If this label does not show, ensure that you have the script and its variables set up correctly, even allowing up to 24 hours to be fetched.
You will also use the same custom label to exclude these products from other campaigns, so there is no overlap between the two.
One of the most important aspects of the process and something that we prepared for you earlier. If you’re unable to copy & paste the following code, you can obtain it from here – https://github.com/google/low_volume_skus/blob/main/low_volume_skus.js
So why the need to go through all this?
For store owners, having your products sitting there collecting dust at home or in a warehouse does not help with the growth of their business. This can lead to them discounting the price, sometimes at a loss, when in fact they’re just not getting shown. It’s no different from those products that sit on the bottom of shelves in a bricks & mortar store and never seem to get any attention until they are placed in a more prominent position.
So once you’ve worked your way through the instructions above and implemented it into your account, this new automated process will ensure more of your products are getting seen by your customers.
From cookie, to beyond CRM and constant consent – why cookieless means a brighter future for digital experience
The demise of the cookie as we know it may have been given yet another stay of execution by Google, but let there be no doubt: its end is coming. Yet, people are still underprepared: one recent study of 500 CMOs in the UK and US suggests that nearly 50 percent are not well prepared for the days when cookies become a thing of the past.
They are not alone. Repeated delays and a lack of concrete roadmaps for credible scalable long-term alternatives for identification, targeting, reporting and evolving marketing strategies are muddying the waters. However, there are steps which can and should be taken by businesses of all kinds to prepare for the day the cookie is finally removed from the jar. Parking the issue and sleeping on the job could prove more problematic in the long run, as the cookie has been one of the more foundational aspects of performance marketing and digital infrastructure as a whole. Preparing for its absence is a marathon, not a sprint.
It may not be sexy, but a full data compliance, first-party data and activation strategy needs to be a crucial first step. The problem with cookies is their ubiquity. We’ve all become very used to dealing with them; still, they are far from the be all and end all of recognising customers online and especially in these increasingly privacy-conscious days, they have significant limitations. Google’s own VP and GM of ads, Gerry Dischler, put it best: “Cookies and other third party identifiers which some are advocating for within the industry do not meet rising expectations that consumers have when it comes to privacy. They will not stand up to rapidly evolving regulatory restrictions. They simply cannot be trusted in the long term.”
Luckily, businesses have been gifted more breathing space to prepare for this coming paradigm shift both organisationally and technically in how brands and platforms garner consent, remain relevant and foster full-funnel, and long-term, relationships. Make no bones about it, the impact of cookie depreciation will be wide ranging. It will restrict the potential for remarketing, long a staple of online acquisition in an attempt to recapture the attention of those who may have looked at a product or site and slipped through the net. It will also limit resolution with walled gardens, which have become so influential. Brands often cannot envisage a future without liaison with Facebook or LinkedIn platforms to broaden the perspective on customers. Apple are already ahead having taken a product first stance on ad privacy opt-ins – given this path is now beaten, it looks set to be a well-trodden one. This may also trigger a complete overhaul of consent and re-evaluation of remarketing as a strategy, and many should be acting now to overhaul their first party data consent if they re-imagine their propositions in a new, cookie-free future.
The reappraisal of data doesn’t stop there – to fill perceived gaps in knowledge we are looking at a rise again in use of second party data sources and partnerships, and profiling to build a more complete view of the customer. As ad networks’ audiences diminish, the size, scale and accuracy of cross-device tracking will make it harder and less valuable to sequence creative. CRM approaches will become much more valuable as a result, evolving into Experience Relationship Management (ERM) and providing a much richer view of customer behaviour. This will fold CRM-to-ERM strategies much more closely back into digital planning, but also drive yet further focus on consent. This in turn will raise the bar for value exchanges with consumers – basic offerings will no longer suffice, and bolder service exchanges will be needed to match the needs of audiences who are well aware of the value of their time, attention and data. When you need to reaffirm consent frequently, you open regular doors to people jumping ship. The value to stay needs to be significant.
The relationship between brand and publisher will also change – no longer as simple as starting with ‘dropping a cookie’, the onus will be on brands to pass express and clear first party consent on to any intended publisher for enrichment. Data clean rooms and an owned-ID graph will become much more widespread to manage this process alongside dynamically maintained consent practice. We also expect to see further IP masking develop, again following the path beaten by Apple with Mail’s ability to mask tracking pixels, and to mask IP addresses from email senders. All of this combines to make brand trust in data handling and stewardship a fundamental given within the post-cookie world.
All of this may seem like a lot – effectively some of the longstanding fabric of digital marketing practice and internet infrastructure is being unpicked, without clarity on what will replace it. But brands and marketers can take action to prepare for what comes next. Embrace changes of adtech partners, who are also better prepared for the newly cookieless landscape. Rethink consent and the reciprocal value exchanges to consumers. Amplify current data collection, and find an ID resolution partner who suits your purposes. Start to build second party data partnerships, and ultimately, recognise that tough conversations are coming and necessary. The cookie-free future might seem uncertain, scary and unfamiliar, but it is worth remembering it’s roots and the often missed potential. Cookies have always been given credibility without question which for technologists has always been a frustration. The cookieless future should remove the limits they have long set on the market, and instead open up a new, broader and richer future for well-rounded and valuable digital experiences with audiences as a whole.
There are some key actions that we’ve been taking with our savvy clients over the past 12-24 months which turn what can seem like a daunting negative into a consumer focused positive:
- Assess your vendor list to see which partners you already have, and may not be utilising their data clean room functionality e.g. Microsoft, AppsFlyer, Snowflake, AWS and GCP. Don’t be scared off by putting your eggs into one basket – the whole purpose of the clean room is to be a safe platform agnostic home for all your 1st part data to broker its integration between your external marketing ecosystem partners
- Get your technology, product marketing, data and experience design teams talking seriously about evolving your data-value exchanges. Start evolving now, and accelerate if you’ve already started. Move beyond newsletter sign-ups, voucher-codes and re-engagement well after purchase. Build true unique reasons to sign-up and keep connected with your brand e.g. exclusive bundles, loyalty only you can do, sustainability and community programmes that amplify reasons to share data beyond the core products. This can include recycling schemes, pop-up experiences, and partner events.
- Don’t forget that the 3rd party cookie-sunset doesn’t shut the door on partner data sharing. Use your clean room (AKA. CDP, DMP 2.0) to broker meaningful and transparent relationships with trusted partners whose proposition is complimentary or can extend new value-adds to your customer base.
- .. don’t forget addressing the measurement challenges that the cookie-sunset is already causing. Rethink or reconsider Multi-touch Attribution. It has fallen short of delivering on its promises. Multi-touch Attribution is developing a reputation for failure. It’s NOT about deploying an off the shelf CDP/DMP or attribution modeling solution and hey-presto!
It’s ABOUT combining all available data to interpret and contextualise performance drivers, to demystify contributors and influence confident optimisation – we call this Full-funnel Attribution outputs of which include:
- Marketing spend with attributed view lens (e.g. Attributed vs Last Click)
- Channel contribution to drive trusted budget reallocation
- Explore conversion paths to easily act on conversion blockers
- Act on segment impact to optimise linear spend and invest in specific cohorts
- Content effectiveness attributes value to pages and contribution to conversion
- Project and campaign incrementality drill-downs to map performance attributed to specific initiatives run across teams
- Unify measurement of search (Paid + Organic) to align strategies and begin to eliminate cannibalisation – starting to confidently prove incrementality
Anthony Magee is the Director of data and experience technology at SYZYGY.
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Sparrow could shift the balance between humans and machines in the company’s warehouses, using machine learning algorithms and a custom gripper.
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Marketing, traditional or digital, relies mostly on human psychology. As a marketer, you can follow a few fundamental customs that have worked for similar businesses in the past but can never be too sure about its success until it works. It’s especially true in the case of traditional marketing, where a lack of metrics is quite evident.
However, with the rise of analytics, numbers have started to play a major role in the success of digital marketing approaches. For example, now that marketers know email marketing, on average they get a return of $ 36 for every $ 1 invested and they can spend a lot more resources on it.
Statistics offer the much-needed support that marketing strategies need to precisely hit the target audience and their pain points. In this article, we’ll discuss the use of statistics in various digital marketing strategies.
1. Use of Statistics in Content Marketing
Content marketing involves producing and distributing content in the form of videos, blogs, and social media posts to stimulate interest in the product or service. Although the objective is to generate sales, content marketing doesn’t explicitly promote the products to the audience.
When you put your first set of content out, a huge engagement and conversion shouldn’t be expected. As you keep uploading content, you start to understand who your ideal audience is and what you can do to refine your approach with content marketing statistics. As a business owner wondering how to grow your business online, closely monitoring the marketing statistics with statistical data analysis methods can help you identify the trends early on, to make the best use of them.
A handy tool for tracking content is Google Analytics. It offers a wide range of metrics including:
- Bounce rate,
- Average session duration, and
If your content is indexed, you’ll start seeing numbers on these pages. If an underwhelming output is perceived, you need to tweak your approach to satisfy the needs of your intended audience.
For example, suppose the session duration is lower than expected without it being a fault of the website. In that case, it tells a content marketer that the users aren’t taking the content as valuable and bouncing back sooner than intended. It empowers the marketer to work on it and try something that may work better—like a long-form blog post.
Another use of statistics in content marketing is keyword research. Content is costly, and resources and money are wasted if you don’t put enough effort into researching the keywords that your content may rank on. The search volume, YoY change, and other attributes are factored in while researching for keywords. Depending on the industry and ranking, you can either go with short-tail keywords or longer ones.
2. Use of Statistics in Paid Advertisements
It’s quite challenging to generate leads and gain customers without paid advertisements. Although content marketing strategies are great for long-term returns, they don’t work well to get quick returns as paid ads do. Social media platforms, search engines, and mobile apps are major sources of paid ads.
Statistics and paid ads are linked together to a great extent. Although it may seem like you can get increasing returns by spending more on ads, it’s often not the case. Even if your ads are optimized, it takes in-depth data analytics to generate a satisfactory ROI.
Irrespective of the platform, you need extensive insights to help you optimize your ads. But let’s keep the discussion limited to Google Ads for they are as effective and complex as you would need.
When starting with Google Ads for any business, different marketers take different approaches. But all of them rely on ad statistics. A common strategy is to start with the PPC model. In this model, the marketer takes the necessary keywords and produces ads that run on a pay-per-click billing system. This often results in great engagement and provides the marketer with insights about the ideal customers and demographics. You can tweak your ads depending on these information sets.
Following the success of the PPC campaign, you can either go with the conversion or ROAS model. However, if your target is to generate leads or increase brand awareness, you may go a different way depending on your requirements and industry.
3. Use of Statistics in Social Media Marketing
Social media has become an integral part of marketing campaigns for most B2B and B2C businesses. Although the average conversion rate from social media is quite limited, being free, they’re great for brand awareness campaigns. However, you may need to tweak your approach and content depending on the particular platform.
These constant “tweaks” that you need to implement in your social media marketing rely on statistics. Even though some platforms have more users than others, they may not be the best for your business and industry.
For example, if you’re an HR SaaS provider, you may find better engagement on LinkedIn than on TikTok. On the other hand, if you’re selling cosmetics, Instagram may be the best place. Marketers should determine which platform deserves their time and resources through statistics.
Statistics is also used in social media marketing to determine the ideal customer profile. As social media users are diverse in terms of their interests and demographics, the harvested data from previous post engagements offer a great insight into who might be your best customer. You can build your sales funnel around their demographic, interests, and behavior to maximize the interactions & conversions.
Social media is also great for understanding customer satisfaction, brand loyalty, and feedback. The homogenous data from the platforms allows social media marketers to understand their prospects better and analyze what can be done to improve unfortunate situations.
4. Use of Statistics in Search Engine Optimization
Search engine optimization (SEO) is not only about indexing a page and backlinking. It also revolves around:
- Mobile Optimization
- User experience
- Internal links
- Domain authority
- And of course—content!
As a marketer, it’s your responsibility to take care of these elements statistically before engaging in other marketing approaches.
Google search console and Analytics are notably competent tools for this purpose. From providing data about search performances to letting you know about the responsiveness of your website, they make it easier for marketers to leverage statistics to their benefit. They also help you check the website speed and keywords. By following the recommendations provided by the tools, you can rank higher on SERPs. You also can use PageSpeed Insights to get in-depth statistics on the performance and user experience.
5. Use of Statistics in Email Marketing
We already discussed how effective email marketing is in terms of ROI generation. But to get that sort of return, marketers fall back on statistics to a great extent. Moreover, as emails are heavily filtered and neglected by the majority of email clients and users, extensive statistical data analysis methods are essential for them to be nearly as effective. Let’s discuss a few of them:
- Clickthrough Rate
It’s the most common tracking mechanism for any email marketer. The clickthrough rate (CTR) is calculated by how many recipients have clicked on one or more links in the email. You can use the data to conduct A/B tests and tweak your future emails to engage more customers.
- Conversion Rate
Conversion rate is determined by the percentage of users who complete a specific action after clicking on a link. It could be purchasing a product or filling out a lead generation form. These stats are highly effective in informing marketers about their emails’ viability and conversion rate optimization.
- Bounce Rate
Different from the bounce rate mentioned earlier, the email bounce rate is the percentage of emails that couldn’t be delivered to the recipient’s inbox. It could be a technical issue or a typo, but you must consider removing the hard-bounced emails immediately. Failing to do so can influence your other metrics negatively.
- Forwarding Rate
The number of recipients that clicked on the “Share” or “Forward” button present in the box determines the forwarding rate. These tracking measures are mostly used for email newsletters and content. However, you may use it to lure newer inactive prospects into making a sale and reaching hitherto territories.
- Unsubscribe Rate
Although not a reliable stat, unsubscribe rates often allow you to understand how the recipients are reacting to your emails. If you’re getting a lot of unsubscribe requests, you may want to change your email marketing strategy before it does more damage.
1. What is the role of statistics in digital marketing?
In marketing, statistics are used to identify market trends, measure and evaluate marketing programs, and assess their effectiveness. In order to be successful in a campaign, it’s important to identify the target market accurately as well as use effective marketing communication channels.
2. What is the best way to analyze data in digital marketing?
Here are some ways to analyze data:
- Site Traffic
- Engagement on social media
3. How does digital data analysis work?
The purpose of digital analytics is to provide you with a better understanding of what and how users are looking for products and services, and how to enhance your customer experience and strategies by analyzing digital quantitative and qualitative data from all the digital platforms.
4. What happens if I disregard statistics and work on intuition?
If you fully devote yourself to your intuitions by ditching statistics, you may succeed a few times, but you won’t be able to provide results consistently.
5. What are some effective tools to source marketing statistics?
Google Search Console, Google Analytics, Ahrefs, PageSpeed Insights, Google Keyword Planner, etc. are great tools for generating data for marketing purposes.
The Bottom Line
Hopefully, you’ve understood how digital marketers use statistics to their advantage. Possibly, if you have ever been involved in any digital marketing efforts, you’ve used statistics to refine your approaches. Statistics help digital marketers make informed decisions to maximize their strategies.
- The only way to determine any time frames is to determine your client’s goals and flesh out a lot of “it depends” before a commitment
- There are a lot of “it depends” you will need to clear out with your client before giving any time estimate
- Factors that can influence how long SEO may take include the site’s age, its previous history with SEO and Google, its size, CMS, and any business specifics that may slow you down
- The minimum amount of time required for SEO work to show obvious results is 6 months (but a 12-month period is more realistic)
- There are certain credible strategies that can yield quicker results (if done right)
There’s no way to guarantee SEO results within a definitive timeframe, simply because we can never guarantee what we cannot control, and Google is not under our powers.
There can be rough estimates that should be clearly explained to the client as they are, that is, expectations that are not guaranteed.
Your client should understand that there are no magic bullets and you don’t know any secrets. All you can do is follow the best practices to ensure gradual growth. This is key to managing clients’ expectations properly.
But let’s get back to the question: How long does SEO take to show results?
What is it we are trying to achieve?
First of all, it is important to understand and adjust your client’s goals. What is it they are looking for when investing in an SEO strategy?
Most clients would insist on improving rankings for the keywords they already know they target. In many cases, these are unrealistic keywords that may take years to achieve.
This is where “adjusting” the goals comes into play.
By expanding those keywords to make them longer and less competitive, you can be more confident in achieving SEO goals within a realistic timeframe. Make sure the client is made aware that:
- Long-tail keywords can actually bring organic traffic that converts much better: The more specific a search query is, the closer that searcher is to complete their buying journey.
- Keyword gap analysis helps identify business gaps that can help a business stand out and find its unique audience.
- Discovering new keywords and expanding existing keywords help diversify organic traffic sources which, in turn, helps maintain a more consistent organic visibility. If you lose one or two positions for a short-tail search query with a huge search volume, you risk losing 20 to 30 percent of your traffic. If you lose a few long-tail rankings here and there, your site will still be driving pretty much the same amount of organic traffic. Google’s SERPs are very dynamic and versatile: Losing rankings is inevitable, so diversification is key to stability.
Overall, the best way to set the client’s expectations right is to set a goal of gradual organic traffic (and conversion) growth. This way you focus on positive results that come from a big number of pages instead of stressing over rank monitoring for a few key pages that may be moving up extremely slowly.
What actually are the metrics “it all depends on?”
And yet, the inevitable “it depends” will still come up.
Every site is different: Some sites will benefit from active SEO work quicker than others, even if you focus on gradual traffic growth, rather than a few rankings.
The SEO time frame primarily depends on:
- The size of the site: It is easier to achieve accumulative growth when the site is large and already has quite a few possibilities
- The site’s history: If the site has been seeing a slow but steady decline in rankings and organic visibility for a few years, it may be difficult to flatten that curve and ultimately turn it around. Plus, if a site was affected by certain updates (like Product Review Update) requires Google to re-run that update for all the previous work to reflect (or not) on rankings. No SEO professional can ever be sure when the next refresh happens, so that will impact your SEO results to become obvious. And let’s not even talk about a pretty unpopular fact that none of the recent Google updates has any obvious remedy: You need to work on everything under the sun in hopes it will help and sometimes it doesn’t.
- Current backlinks profile (and possible actions): Things like backlink clean-up may take quite some time for Google to recognize and react to the changes
- The age of the site: New sites take longer for Google to finally accept the fact that they can be trusted.
There are more factors, of course. Whether a site is already an entity is another factor that can impact how fast the results will come. The current structure of the site is another big thing that can be challenging: Restructuring a site can cause Google to figure it out for quite some time, even if you do everything right.
Obviously, the client’s turnaround is another factor to discuss: Some businesses require a long process of approving any change that is needed to make their sites SEO-friendlier. New and optimized content may take weeks or months of the legal reviewing process.
Other businesses simply have no development teams to help them with on-site work, so they rely on freelancers. This is another level of back-and-forth process slowing them down, especially when ongoing technical tasks are required. Additionally, some CMSs are easier to manage (these are Wix, WordPress, and a few others), while others require technical skills.
SEOs are seldom lucky enough to get the keys from clients’ sites allowing them to push all the required changes live within days.
So how long does SEO take?
With all of the above in mind, the minimum amount of time required for SEO to start delivering tangible results (i.e. relevant traffic that converts) is six months.
In most cases, you will need about 12 months to proudly report on the results you were able to achieve.
There are quick wins possible…
Of course, there are tricks to start delivering some results within a shorter period of time to keep your clients happy.
For example, optimizing for branded search is something that can quickly help your clients see more traffic that converts like magic (because people searching for a brand name are very likely to convert once they manage to land on that site).
Internal linking can quickly boost the performance of existing pages, especially if those are optimized for search queries with lower competition.
Exploring rich snippet opportunities and using structured markup (where it makes sense) will likely improve click-through without having to wait for the rankings to grow (which will be slower to happen).
Updating old articles that currently rank within the top two pages of search results may also deliver quick wins, if you do it right.
Those are the first steps to take when starting active SEO work.
It is actually an endless process
This is another thing to make clear when clients ask that inevitable question: How long will it take?
SEO actually never ends. You cannot just optimize a site and watch your organic traffic come and convert. Google’s algorithm is evolving, current content becomes stale (so it needs to be monitored, updated, and re-optimized), and competitors keep getting backlinks, and other key boosts.
An effective SEO service will also always include exploring new tactics, detailed competitor monitoring (and learning from them), and ongoing investigation of new SEO opportunities (like new keywords, new rich snippet opportunities, and new media).
Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.
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