Web Analytics

8 Technologies and How You Should Be Marketing With Them in 2020

It’s not using technology that makes you win, it’s being the first to use that does. Grow Your Business, Not Your Inbox Stay informed and join our daily newsletter now! Will be used in accordance with our Privacy Policy Image credit: Photothek | Getty Images David Niki Guest Writer CMO of Innowire Advisory Inc. March…

It’s not using technology that makes you win, it’s being the first to use that does.

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!

Will be used in accordance with our Privacy Policy

20200323182130 GettyImages 1191303754 - 8 Technologies and How You Should Be Marketing With Them in 2020

Image credit:

Photothek | Getty Images

Guest Writer

CMO of Innowire Advisory Inc.


11 min read

Opinions expressed by Entrepreneur contributors are their own.

Marketing is the primary challenge of every business. A brilliant idea will fail if it is not marketed correctly. Online marketing tactics such as search engine optimization, social media marketing and online sales funnels have created low-cost alternatives to effectively market a brand using advantages in technology.

As customers increasingly adopt technology in every aspect of their lives, the goal for marketers should be to find the best channels to connect with those people. Here’s the trick: The ones that adapt faster win. As more and more marketers realize these advantages, the media channels become crowded and customers become blind to marketing. That’s why marketing is a constant game of change, and those who stay ahead of the curve win.

With that said, here are some innovative ways to market in 2020. To start, let’s address the most important preliminary issue: What do you sell?

One size does not fit all

The tactics discussed here work differently for each industry. Fashion, for instance, benefits a lot from AR/VR, whereas most B2B businesses may benefit more from LinkedIn live videos. TikTok works great for entertainment and B2C. SEO serves every business.

The techniques and methods discussed here, although exciting and inspiring, may not work for your specific niche. So, while yoi’re welcome to read and use all of it, pay attention to your business model to yield the best results.

Voice search

In 2017, a Google report found 20 percent of mobile queries are voice searches. That number is predicted to reach 50 percent in 2020. According to a survey by NPR’s Smart Audio Report in late 2019, 157 million households in the U.S. use smart speakers, a 135 percent growth in two years. On average, people have 2.6 devices in their homes, which means they want to increase the amount of audio content they consume.

However, optimizing for typed text is different from optimizing for voice. “People speak to voice assistants like they’re speaking to a human,” said Andrea Knezovic, brand manager and content writer at mobile marketing agency Udonis. “That means they’re more likely to use a conversational tone, long-tail keywords and questions.”

In late 2019, Google updated its search engine algorithm to adopt BERT, a natural language processing engine. Google’s aim is to move from “keyword-ese” search to one that feels natural. Instead of “best places to shop,” people now ask “Where can I buy the best dress in L.A.?”

Customers tend to include location terms in their voice queries, so emphasizing your location-based services or including location keywords makes you more visible. Optimizing for voice search is trending. To use this trend to your advantage, you must answer specific questions and put more effort into the quality of the content.

A research report by SeoClarity states that almost 20 percent of all voice searches include a set of 25 trigger words, with “how” and “what” on the top of the list, followed by “best,” “where” and “top.” 

Featured snippets

In recent years, Google has introduced a separate section on top of its search results where it shows the information it deems most relevant to the query. This is called the “featured snippet,” and digital assistants love to read them out when people ask them questions.

“The featured snippet pulls the core data from a top-ranking post and displays it in a separate box,” said Dale Johnson, co-founder and content strategist at Nomad Paradise. “To optimize, use H-tags throughout your web page so that Google knows what core data to pull (e.g. product headings), and use a relevant, engaging featured image — make it original, if you can.”

Featured snippets also have their downsides. Because Google is showing the answer to many questions right at the top of its results, “in some markets, half the searches don’t result in a click by the searcher. This means people search, find the answer and leave Google without ever clicking through to one of the results,” says Reuben Yonatan, a marketing and sales expert. “In this new world, it’s not enough to rank for keywords anymore. What good does it do if you rank number one for a search term, but no one clicks through to your website?”

For this reason, marketers should also focus on keywords for more in-depth content than what can be shown in featured snippets.

YouTube SEO

After featured snippets, YouTube videos rank on top. “More and more, Google is favoring YouTube videos in search results alongside web pages,” Johnson of Nomad Paradise says. “If you don’t currently market on YouTube, it’s worth producing video purely for this reason. Your core focus doesn’t need to be growth on the YouTube platform, because these videos are purely for embedment in web pages and search engine ranking.”

Just like you find keywords with low competition to rank for, you can find keywords relevant to your business with few or no YouTube videos and make videos for them. Your videos also need to be optimized. “The first part is the optimization of the title and the video descriptions,” says Annie Shulyarenko, a senior marketing manager at Hoppier. “The second and equally important part is to use closed captions. Not only will they make it easier for a portion of the population to consume your content, but they will also make your videos rich in keywords. The more keywords, the easier it will be to rank for your desired terms in Google.”

In 2020, video is a crucial medium. Faster network communications make video consumption easier, and platforms are increasingly favoring video content — which leads us to our next section. 

TikTok

TikTok is the new trending social networking platform. The current audience are mostly young people (under 25) who do not have much purchasing power. But TikTok does have its strengths. “What’s important for businesses to remember is that TikTok is very light and fun,” says Knezovic. “It is an opportunity to show a more creative and humorous side of your brand. Moreover, it is a very intimate platform, which makes it perfect for establishing a real connection with an audience.”

TikTok works best for B2Cs, particularly food, fashion and clothing businesses. Using challenges, influencer marketing and advertising yields the best results on TikTok.

TikTok challenges

“One of the ways I promoted my brand on TikTok is by promoting #HashtagChallenge,” says Rameez Ghayas Usmani of PureVPN. “In this type of campaign, the brand challenges users to create and upload TikTok videos inspired by their original video using the #HashtagChallenge and tagging three of their friends to attempt the challenge. The person with the most hearts on the video wins a free product from the brand. This helped the percentage of my brand searches increase by 44 percent and had almost 25 percent engagement.”

Influencer marketing

Usmani also shared his experience with influencer marketing. “I chose an influencer from the country I wanted to target for my and worked with that influencer to feature my product. The influencer recommended the viewers try the product and leave a comment once they bought it, and one purchaser would have the chance to meet that influencer in person. This alone helped my brand searches from that specific country increase by 50 percent, and I got 2,000 orders for my product.”

Advertising

Advertising on TikTok can also be a great opportunity. Knezovic spent $40,000 on TikTok ads for the past six months and got 200 million impressions, over two million clicks and more than 400,000 conversions in results. TikTok’s audience is young, but “businesses that establish a connection with that audience now might reap the benefits once that generation grows older,” she says. “Brand recognition should be one of the main goals of using TikTok.”

Instagram

In 2020, there are two Instagram features you should focus on: story ads and direct messages. “A DM-based campaign I recently ran yielded replies of 42 percent,” Johnson says. “There’s an intimacy about direct messaging that ads and feeds cannot compare with. Systematically reach out to your following and treat it as you would an email outreach campaign. DMs eventually will become monetized and have ads, but for now few companies are using it as a marketing strategy.”

Another currently overlooked Instagram marketing tactic is using story ads. They were added in March 2017 but are still “significantly underpriced, averaging around six cents per click compared to Facebook’s 30 to 60 cents per click,” says Jamie Halper, founder and managing director of PrettySocial PR. “And 60 percent of all Instagram story viewers watch with sound, so utilizing a short 15-second video for an Instagram story campaign is key.”

Again, your business type determines how you can best utilize Instagram. “We’ve found that products that lend themselves to movement and tutorials, or that capture on video easily, tend to garner higher CTR’s than products designed to be stationary, which tend to have lower conversion rates,” Halper says. “Beauty and wellness brands, especially those that require some sort of personal storytelling aspect or short demo, are ideal for Instagram story ads.”

In 2018, Instagram launched IGTV, which allows people to post videos longer than 60 seconds. It instantly established itself as a competitor to YouTube, but there’s yet another video format that most of the major platforms are competing on.

Live video

Live streaming’s benefits are twofold. The number of digital natives who prefer the video format is growing, and brands are being challenged by cord-cutting and ad-blocking. Live-streaming not only appeals to this audience but also overcomes these challenges. Platforms like YouTube, Facebook, Twitter, Twitch, LinkedIn and Instagram are all prioritizing live video. 

Many of the stats around live-steaming show that it keeps users more engaged. “Being able to respond to comments and questions live makes your users feel like they’re having a direct conversation with you,” says Barbara Hernandez-Taylor, head of product marketing for Azuga. “This will ultimately build trust between you and your followers, which leads to consumer loyalty.”

AR and VR

Two more under-the-radar technologies brands should know about are augmented reality and virtual reality. Right now, Snapchat and Instagram are the most prominent domains for this type of content. “Most people are unaware, but augmented reality is used by millions daily,” says Matthew Fischman, founder of marketing agency Har Har Creative. “The difficulty for brands will be to convince their customers to download yet another app. This is why building apps on platforms such as Instagram and Snapchat ― where their customers already are — is advantageous.”

Retail and beauty brands are already using VR to show customers how a product will look before buying it, and home decor companies are using the technology to allow customers to see how furniture would look in their homes. Statistics show that people who have tried a product using VR are not only more likely to purchase but also less likely to return it. 

Pinterest

A report from Statista included statistics that indicate Pinterest is one of the most underutilized marketing platforms. Only 28 percent of global marketers use it, but people tend to rate Pinterest ads 1.4 times more relevant and useful than those on other platforms. 

Platforms that are still expanding usually offer lower fees to gain more advertisers. Utilizing them at this stage can be a steal, and Pinterest is currently in that position. If your brand heavily relies on images (anything from food, to clothing, to travel, to real estate), Pinterest should be on your marketing agenda.

Key takeaways

It seems that video is one of the major mediums marketers must utilize in 2020, as many of the techniques (including SEO) involve video marketing. This makes sense and will likely grow as younger audiences favor video over text. If you adopt a video marketing strategy for 2020, you will have a lead and can connect with your audience on many platforms.

Other than video, have an eye out for new technologies and trends. Checking which apps are trending on the app stores on a weekly basis is a good start. New technologies are constantly being developed to make life and work more convenient for people. Adapting to change and staying ahead of the curve is key for effective marketing.

Facebook deletes Brazil President’s coronavirus misinfo post

Facebook has diverted from its policy of not fact-checking politicians in order to prevent the spread of potentially harmful coronavirus misinformation from Brazilian President Jair Bolsonaro. Facebook made the decisive choice to remove a video shared by Bolsonaro on Sunday where he claimed that “hydroxychloroquine is working in all places.” That’s despite the drug still…

GettyImages 1208505324 1 - Facebook deletes Brazil President’s coronavirus misinfo post

Facebook has diverted from its policy of not fact-checking politicians in order to prevent the spread of potentially harmful coronavirus misinformation from Brazilian President Jair Bolsonaro. Facebook made the decisive choice to remove a video shared by Bolsonaro on Sunday where he claimed that “hydroxychloroquine is working in all places.” That’s despite the drug still undergoing testing to determine its effectiveness for treating COVID-19, which researchers and health authorities have not confirmed.

“We remove content on Facebook and Instagram that violates our Community Standards, which do not allow misinformation that could lead to physical harm” a Facebook spokesperson told TechCrunch. Facebook specifically prohibits false claims regarding cure, treatments, the availability of essential services and the location or intensity of contagion outbreaks.

Bolsonaro Facebook - Facebook deletes Brazil President’s coronavirus misinfo post

BBC News Brazil first reported the takedown today in Portuguese. In the removed video, Bolsonaro had been speaking to a street vendor, and the President claimed “They want to work,” in contrast to the World Health Organization’s recommendation that people practice social distancing. He followed up that “medicine there, hydroxychloroquine, is working in all places.”

If people wrongly believe there’s a widely effective treatment for COVID-19, they may be more reckless about going out in public, attending work or refusing to stay in isolation. That could cause the virus to spread more quickly, defeat efforts to flatten the curve, and overrun health care systems.

This why Twitter removed two of Bolsonaro’s tweets on Sunday, as well as one from Rudy Giuliani, in order to stop the distribution of misinformation. But to date, Facebook has generally avoided acting as an arbiter of truth regarding the veracity of claims by politicians. It notoriously refuses to send blatant misinformation in political ads, including those from Donald Trump, to fact-checkers.

Last week, though, Facebook laid out that COVID-19 misinformation “that could contribute to imminent physical harm” would be directly and immediately removed as it’s done about other outbreaks since 2018, while less urgent conspiracy theories that don’t lead straight to physical harm are sent to fact checkers that can then have the Facebook reach of those posts demoted.

Now the question is whether Facebook would be willing to apply this enforcement to Trump, who’s been criticized for spreading misinformation about the severity of the outbreak, potential treatments and the risk of sending people back to work. Facebook is known to fear backlash from conservative politicians and citizens who’ve developed a false narrative that it discriminates against or censors their posts.

Atlassian’s Confluence gets a new template gallery

Confluence, Atlassian’s content-centric collaboration tool for teams, is making it easier for new users to get started with the launch of an updated template gallery and 75 new templates. They incorporate what the company has learned from its customers and partners since it first launched the service back in 2004. About a year ago, Atlassian…

GettyImages 1153354404 - Atlassian’s Confluence gets a new template gallery

Confluence, Atlassian’s content-centric collaboration tool for teams, is making it easier for new users to get started with the launch of an updated template gallery and 75 new templates. They incorporate what the company has learned from its customers and partners since it first launched the service back in 2004.

About a year ago, Atlassian gave Confluence a major makeover, with an updated editor and advanced analytics. Today’s update isn’t quite as dramatic, but goes to show that Confluence has evolved from a niche wiki for technical documentation teams to a tool that is often used across organizations today.

In editor preview v2 - Atlassian’s Confluence gets a new template gallery

About 60,000 customers are using Confluence daily, and the new templates reflect the different needs of these companies. The new template gallery will make it easier to find the specific template that makes sense for your business, with new search tools, filters and previews that you can find in the right-hand panel of your Confluence site.

The updated gallery features new templates for design, marketing and HR teams, for example. Working with partners, Atlassian also added templates like a job description guide from Indeed and a design system template from InVision, as well as similar use case-specific templates from HubSpot, Optimizely and others. Because most tasks take more than one template, Atlassian is also launching collections of templates for accomplishing more complex tasks around developing marketing strategies, HR workflows, product development and more.

Facebook Could Help Journalism by Making News Easier to Find

Facebook announced on Monday that it was going to spend $100 million to help local news outlets during the coronavirus crisis. “It’s a moment where getting accurate news about the coronavirus is vital for all us,” says Campbell Brown, the former television news anchor and Facebook’s vice president of global news partnerships. This urgent need…

Facebook announced on Monday that it was going to spend $100 million to help local news outlets during the coronavirus crisis. “It’s a moment where getting accurate news about the coronavirus is vital for all us,” says Campbell Brown, the former television news anchor and Facebook’s vice president of global news partnerships. This urgent need for news comes as ad revenues for news sites are drying up. “Local journalists are being hit especially hard, even as people turn to them for critical information to keep their friends, families and communities safe,” Campbell wrote in a blog post announcing the grant. As if to put an exclamation point on that notion, also on Monday, the Gannett newspaper chain told employees at 100 newspapers that they would have to take unpaid leave.

Facebook’s gift to local news came after it offered a much smaller $1 million investment two weeks ago. That money was meant to support coronavirus coverage in local publications, but according to Brown, so many requests for that money came in that the company realized that a much bigger sum was needed. Of the $100 million Facebook is now promising to give out, $25 million will be disbursed as cash grants to local publishers in South Carolina, Missouri and Texas and other places to support their coverage of the pandemic, or to keep them afloat during the crisis. By far the bigger part, though, is earmarked for “marketing” to promote the journalism of local publications. When I asked Brown what that meant, she replied that Facebook would devote that much from its marketing budget, including Facebook ads, to help the bottom line of publications. (Last year Facebook announced a $300 million investment, spread over three years, to help local journalism; this effort is unchanged by the new announcement.)

The $100 million is part of Facebook’s general response to the pandemic which includes a Coronavirus (Covid-19) Information Center with content from the World Health Organization; an effort to scrub the News Feed of dangerous misinformation about the virus; and a ban on ads that try to sell bogus cures or gouge people trying to buy medical equipment.

Got a coronavirus-related news tip? Send it to us at covidtips@wired.com.

But missing from the announcement was one thing that Facebook could do immediately to help surface articles about the pandemic: maximize the exposure to the News tab that CEO Mark Zuckerberg announced a year ago and that launched last October at a splashy New York City event. Unlike the unmoderated and often untrustworthy mix of articles that people share on the News Feed, Facebook News is curated not by algorithms but actual human editors. They draw from a vetted list of publications—including The Washington Post, Bloomberg, The Atlantic, the Los Angeles Times, and, yes, WIRED. In a shift in its policy, Facebook pays publishers for much of this content. A news industry that had been critical of Facebook said the company had finally done something right. Brown says that the curation team has adjusted its coverage to highlight news of the pandemic, creating a discrete collection of Covid-19 stories. (Ironically this work is going on while the head of Facebook’s curation for the News tab, Pulitzer-winning journalist Anne Kornblut, is herself recovering from Covid-19.)

The problem is that Facebook has buried its News tab as if it were Jimmy Hoffa.

If Facebook were to expose all its users to the News tab, it could potentially dispel some of the myths that still persist about coronavirus. And it would give voice to those news outlets that it deemed trustworthy. But despite considerable fanfare in announcing the product, Facebook has been maddeningly deliberate in rolling out the tab. Even today, five months later, not all users can access it.

When I asked Brown about this, she said that the tab was available to the vast majority, but not all, of Facebook’s US user base. When I said I hadn’t seen it, she said that I probably hadn’t tried to access it.

So with the help of a Facebook spokesperson, I began the hunt. Here’s what you have to do to find News on your Facebook mobile app. (Don’t even bother trying to find it on your laptop; it’s not available at all on desktop browsers.) On the lower right-hand corner of the screen, press the little menu icon. You will see a screen of options for various tabs ranging from events to dating. But no news tab. To find that one, you hit the “See More” button at the bottom of the screen and scroll through a list of services. When I did this, the 13th option on the list was “News.” I opened it, and there, finally, I saw lead stories about the pandemic from trusted publications.

Read all of our coronavirus coverage here.

Facebook says that the News tab is still being tested and a gradual rollout had always been planned. It had no announcement about moving up the schedule to make sure trustworthy stories get exposed to readers.

Facebook’s latest investment in news comes at a time when its years-long effort to rehabilitate its reputation after the Cambridge Analytica scandal now seems to be getting some traction–not so much from its efforts to improve the service but because a house-bound nation is more dependent on its social graph. Does Brown think that Facebook has turned a corner?

“We’ve been building on great work for the last three to four years,” she says. “I think that we’re serving a need at this moment. And I’m proud to be working for a company that’s doing it well.”

So why not go all the way and free Facebook News?


More Great WIRED Stories

Facebook commits $100 million to journalism amid the coronavirus outbreak

By Stan Schroeder2020-03-30 14:19:20 UTC Facebook has pledged $100 million to support the news industry during the coronavirus crisis, the company announced Monday.  The company will grant $25 million to local news funding through its Facebook Journalism Project, as well as $75 million in additional marketing spending, with the goal “to move money over to…

By Stan Schroeder

uploads%252Fvideo uploaders%252Fdistribution thumb%252Fimage%252F94568%252Fda650d29 d5c3 443e b561 b76b728d1586.png%252Ffull fit in  1200x2000.png?signature=ynhYLq6NXAzJKA8Bla4lh5LP yY=&source=https%3A%2F%2Fblueprint api production.s3.amazonaws - Facebook commits $100 million to journalism amid the coronavirus outbreak

Facebook has pledged $100 million to support the news industry during the coronavirus crisis, the company announced Monday. 

The company will grant $25 million to local news funding through its Facebook Journalism Project, as well as $75 million in additional marketing spending, with the goal “to move money over to news organizations around the world.” Of course, Facebook and Google’s dominance of the internet ad market is a major factor in why it’s so difficult for local newspapers to survive in the first place. 

“At a time when journalism is needed more than ever, ad revenues are declining due to the economic impact of the virus. Local journalists are being hit especially hard, even as people turn to them for critical information to keep their friends, families and communities safe,” the company said in a blog post. 

Facebook announced who would receive the first round of grants: 50 local newsrooms in the U.S. and Canada, including South Carolina’s The Post and Courier, Missouri’s Southeast Missourian, and Texas’ El Paso Matters. The Post and Courier took down its paywall for coronavirus stories, while the Southeast Missourian started publishing email newsletters that highlight coronavirus coverage. 

Facebook says this latest round of grants builds on the $300 million that it already pledged to invest in local news outlets. 

Earlier this month, Facebook co-signed a joint statement with Google, Twitter and other industry heavyweights, pledging to combat fraud and misinformation about the coronavirus. And in February, the company started banning ads for supposed cures for the virus. 

COVID-19 — the disease caused by coronavirus — has so far killed more than 30,000 and infected more than 638,000 people. The outbreak has been worsening in the U.S. in recent weeks, with more than 139,700 confirmed cases and 2,429 deaths.

How to Provide Customer Support on Social Media Faster

Providing customer support on social media isn’t optional for brands these days. When it takes days or weeks to get a reply on social media, your customers lose interest in your brand, which can ruin your reputation. The days when using phone calls were enough to provide customer support are far behind us. Over the…

Providing customer support on social media isn’t optional for brands these days. When it takes days or weeks to get a reply on social media, your customers lose interest in your brand, which can ruin your reputation.

The days when using phone calls were enough to provide customer support are far behind us. Over the last few years, customer expectations have changed. People expect brands to offer omnichannel customer service, and they want to get their customer requests solved on social media.

As Market Force explains: “The emergence of social media has given consumers a whole new way to interact with the brands they love — and a forum to complain when brands disappoint.”

Whether you like it or not, people send their customer requests on social media to help your business make your product or service better and tell other potential customers about their experiences. Millennials—those born between 1982 and 2000—are the largest and the most powerful consumer group. Thus, you’d better understand the psychology behind marketing to Millennials.

  • 67% of consumers have used social media for service-related needs
  • 65% of people between the ages of 18 and 34 find social media to be an effective channel for customer service
  • 45% of customers users share bad customer service experiences via social media

When it comes to customer support, 66% of Millennials say their customer service expectations have risen in the last year. Customer expectations means they want to get an immediate solution. And the faster you do it, the better. In this post, we’ve gathered five marketing tips for brands to solve customer requests on social media faster.

1. Optimize social media accounts for customer support.

Today, it’s essential for brands to be where their customers are, so many companies listen to their consumers’ needs. Social media platforms such as Instagram, Facebook, and Twitter have evolved to customer service channels. If you want to provide your customers with excellent customer support, it’s crucial to answer their questions quickly, so optimizing social media accounts is a must.

Whether you use Instagram, Facebook, or Twitter, there are many ways to optimize your social media account for customer support to make it easier for customers to contact you and avoid missing a single message.

  • Add contact options
  • Turn on notifications
  • Create a brand hashtag for customer inquiries
  • Collect customer feedback with tools

All people are different, so it is no wonder that all of us have different preferences when it comes to customer support, too. The more contact options you offer, the better. And Lulus on Instagram is a great example:

1 Lulus IG 900x719 - How to Provide Customer Support on Social Media Faster

For Lulus, Instagram is a goldmine for acquiring customers. To start selling on Instagram, you need to put your customers first and solve their requests. When visitors or followers want to contact the company, they have several options on how to do it: send a message in-app, make a phone call, or send an email. If your customers want to share their pain points with you, listen to them. It can help you understand them better, improve your product, and therefore increase customer satisfaction. Thus, you need to encourage them to share their stories on social media, and optimization for customer support is a must.

2. Create quick replies.

Modern customers reach out to their favorite brands on social media to ask common questions about their products or services. If your followers frequently ask the same questions via direct messages, you can create a list of previously formatted responses with the quick replies feature on Instagram and Twitter.

It helps to save time on typing the same reply to various people so that you can provide your followers with an instant solution. What is more, it’s a proven way for your customer support to have the right information without needing to verify each response with you. After all, productivity and customer experience go hand in hand.

Plus, you can also install quick replies for Facebook messengers. When you respond quickly and consistently to private messages, your page can get the badge that will also tell other followers that they can get a quick solution. Check out how Booking did it:

2 Booking fb - How to Provide Customer Support on Social Media Faster

When you manage different social media accounts as Booking does, checking social inboxes and brand mentions without missing a message is harder. Luckily, with so many cost-effective social media management tools on the market, it’s easy to bring everything into a single stream and therefore avoid missing customer requests.

3. Manage separate customer queries feeds.

Whether you’re a big or small company, having a separate customer query feed can be a good idea to keep all customer inquiries in one place.

Let’s take ASOS, for example. With almost 17 million followers across all social media platforms, the company manages comments from satisfied and dissatisfied customers. Their customers slide into direct messages or mention the brand on their accounts. Thus, ASOS has the separate official customer feed for queries on Twitter:

3 ASOS Twitter - How to Provide Customer Support on Social Media Faster

Since the company also gets a lot of customer requests on Instagram and Facebook, ASOS invites worried customers to ask their questions via the Twitter help page. Here’s how it looks like:

3 ASOS FB - How to Provide Customer Support on Social Media Faster

ASOS apologized for the delayed response in customer service and offered an alternative solution. With a great number of customer requests on social media, you can redirect your followers to a separate customer service feed. It’s the easiest way for your customer support team to provide worried customers with a prompt response. Moreover, social media analytics data can help you understand which social media networks your audience uses more often. Then, you can choose the right platform for collecting social media requires.

4. Hire a freelance moderator.

tips as mentioned above, it’s important to monitor the comments and feedback from followers 24/7. Monitoring comments means you need to have a social media moderator. Yes, it can be costly to organize a separate in-house customer support team for social media customer service. However, you can use online workplaces such as Upwork or Freelancer to hire people for customer support team who can moderate social media accounts and help admins.

When you hire a freelance moderate, dealing with comments, brand mentions, and direct messages is easier. What is more, you can find a person who has experience in customer service:

4 Moderator Upwork - How to Provide Customer Support on Social Media Faster

5. Stay proactive and show empathy

According to Hubspot, only 1 in 26 customers will tell a business about their negative experience. With a variety of options on the market, customer loyalty is key to success. To keep your existing customers and acquire new ones, it’s important to provide proactive customer service.

Being proactive means providing help before customers ask for it. When you make the first move to help customers, it shows empathy and helps your customers feel valued and appreciated. As a result, it helps to increase brand loyalty and trust. Just take a look at an example from WholeFoodMarket on Twitter:

5 WholeFoods Tw 525x719 - How to Provide Customer Support on Social Media Faster

Once a dissatisfied customer shared his experience on Twitter, the company reacted immediately to solve the problem. Whether you want to reward your loyal customers or apologize for the specific inconvenience, it’s a good idea to send gift certificates that show you care about your customers, and you want to improve customer experience.

In a Word

Customers turn to brands’ social media profiles to share their customer experience, ask questions and complain publicly. Now customers have an opportunity to express their thoughts and beliefs without being interrupted. This means other social media users listen to these customers and trust them. In other words, it affects brand reputation.

Not only should brands solve customer requests on social media, but they should do it fast to satisfy their customers and stay ahead of their competitors. With the above-mentioned tips, brands can solve customer requests on social media more quickly. Don’t miss your opportunity to increase customer satisfaction and bring your business to the next level.

459d9b9d8fe3f82bf83cfc33e546d8b9?s=125&d=mm&r=g - How to Provide Customer Support on Social Media Faster

Val Razo

Val Razo is currently a freelance SMM consultant who helps small businesses promote their products and services online. With over 6 years of experience, Val also writes for top-notch marketing blogs like Social Media Examiner, Hubspot, and Wordstream.

Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking

They’re working on resolving the issue. Thank you for your patience. In the meantime, you can refresh this page or go back to the previous page. REQUEST ID: 57c0a276ecb9e6b8 IP ADDRESS: 209.222.98.129

They’re working on resolving the issue. Thank you for your patience.

In the meantime, you can refresh this page or go back to the previous page.

REQUEST ID: 57c0a276ecb9e6b8
IP ADDRESS: 209.222.98.129

4 Video Lead Generation Strategies for More Engagement

The use of video lead generation in sales and marketing has been growing in popularity over the years. I’ve been on the marketing, sales development, and account executive side of the business, and it’s clear from my personal experience that fewer people are picking up the phone. Between that and overcrowded inboxes, it’s challenging to…

The use of video lead generation in sales and marketing has been growing in popularity over the years. I’ve been on the marketing, sales development, and account executive side of the business, and it’s clear from my personal experience that fewer people are picking up the phone. Between that and overcrowded inboxes, it’s challenging to get someone’s attention these days, even to say “no” quick (when you really want a “no,” or a “why?”). Here are four video lead generation strategies for more engagement.

The Stats Don’t Lie, Either

Due to the 54.6 billion total robocalls made last year, trust in answering the phone has declined to a point where less than 50% of all calls received are answered, according to Hiya’s State of the Call Report. Couple that with only .02% of B2B lead list cold calls converting, and less than 1% of cold emails getting replies, it’s evident that you need to do something extra to stand out.

Trying the following strategies for video selling might just land you a few solid leads (I know it did for me). For privacy reasons, I have left out personal details in the following examples.

The LinkedIn Native Video

While this one is by far the riskiest, it can also pay dividends when done effectively. Putting a vid on LinkedIn involves making a video where you speak directly to the prospect who you want to meet with (speaking into the camera), upload it to LinkedIn publicly, and tag them in it. Here’s one that worked when I was trying to get some engagement with a wearable device company at the end of 2017.

That video managed to get about 15,000 views (unfortunately, the analytics disappeared after 60 days, according to LinkedIn, so I don’t have the hard evidence of that). Our guy sent me a message on LinkedIn later that night, and complemented the video. Then, he referred me to the person internally who we needed to speak with on his team.

To be clear, this should act as a last resort after all standard contact methods have been exhausted.

Their company had no direct phone lines, and we couldn’t scrape up any cell phone numbers through tools like Zoominfo or Datanyze. I had tried messaging him on LinkedIn, and through email several times first, too. The other thing is that since these videos take some time to make (at least this video did), the company you’re working to engage needs to be a whale of a prospect. Unfortunately, the referral he gave me never turned into anything in the immediate future. We had just missed the boat with their compelling event.

Even though I never looked at Hootsuite’s LinkedIn video guide when I made my videos — it’s worth skimming over this post before making a video for your business. Also, be aware that 45% of people will only watch for the first 30 seconds, so there needs to be a compelling hook (a great piece of video) right at the beginning.

I planned for the video to be viewed with no sound (at least at first), and added the visual hook of an insane amount of weight on the bench. If you’re wondering, it was 585 pounds. I’m a little too small for that. I also didn’t mess around at the beginning of the video, and quickly let them know we could help them with their (publicly mentioned) global growth goals.

Key Insights on Selling With LinkedIn

Many companies saddle their salespeople with LinkedIn Sales Navigator subscriptions, and for good reason. The site has over 500 million users as of 2019, and 78% of B2B marketers rate it as the most effective platform in achieving specific objectives for their organization.

Even though you do not need to be connected with someone to tag them in a video post (they will still be notified) it doesn’t hurt to add them to your network first. One connection message that I found to get accepted a lot of the time and start conversations was simple:

“Hi, Dr. Brenner,

Bob Buckley here with This College Life. I came across your profile and was hoping you could help me out. Do you mind if I ask a few quick questions?

Thanks,

Bob”

Here’s an example of a successful conversion from a message like that (sometimes I needed to follow up asking if we could talk one more time):

LinkedInConversation1 706x719 - 4 Video Lead Generation Strategies for More Engagement
LinkedInConversation1.1 702x719 - 4 Video Lead Generation Strategies for More Engagement
LinkedInConversation2 713x719 - 4 Video Lead Generation Strategies for More Engagement
LinkedInConversation3 704x719 - 4 Video Lead Generation Strategies for More Engagement

Even though I just plugged LinkedIn Sales Navigator above, the majority of my success with LinkedIn actually came from simple connection requests with a custom message included, like the one mentioned above. Having the subscription to Sales Navigator will allow you to send out a few more connection requests than with a non-premium account, so it’s worth the expense for maximizing your network. Once I started doing that, it became a lot easier to find out which companies might have needed our product.

Sending Video Via Email

After having some success with a public video on LinkedIn but little with sending videos through the platform’s messenger, I started looking into whether it was possible to send a video via email. This lesser-known (although growing) strategy for getting a prospect’s attention can be really powerful for cutting through their crowded inbox. Depending on what type of email client a person has, it can even be possible to have a video play within the message. Unfortunately, there’s no way to tell what your prospects are using for email ahead of time.

I’ve always used a picture with a play button in the center for the highest delivery rate. You also need to include a hyperlink within the image, so when clicked, it opens into a new browser window where the video is hosted and then it plays. I used Wistia for the first few videos that I sent via email as an SDR.

Wistia can be a great platform to start with.

I’m still leveraging Wistia in video-related marketing efforts today with This College Life. Since the personal finance website Salt (saltmoney.org) was shut down a little over a year ago, there hasn’t really been a site focused on financial literacy and student loan resources for college students the way they were. At some point, one of their marketing reps must have been working with my university because I started getting emails from Salt about once a week at my .edu email.

It seems easy in theory to send an email about picking up where Salt left off, but even getting the right person’s attention at a school can be challenging. One time, I emailed someone in the administration at mine with a budget question and it took over a month for them to get back. Video to the rescue. At the very least, I can use Wistia to see free analytics on whether someone watches my pitch or not. Here’s an example:

image 2 - 4 Video Lead Generation Strategies for More Engagement
Yes, all I ever wear is that grey exercise shirt.

How do you add a picture of a video to an email?

Adding a hyperlink to an image is fairly straightforward. The first thing you need to do is pull up the page where you will play your video. Then, open up the screenshot tool on your computer. If you have a PC, search the “snipping tool” in the bottom left search bar. If you’re on a mac, press “shift-command-4” and your cursor will turn into a crosshair. Clicking “new” when the snipping tool opens on a Windows PC will turn the cursor into a crosshair. Click in the top left of your video and drag until the box is covering your video. You want the play button showing in the image, too.

Open up a blank email draft in your email client (I use Outlook) and click in the draft so the cursor is blinking there. Then, if you’re on a PC press “CTRL + V” to paste the still image of the video. On Mac, it’s “CMD + V.” Once the image drops in, you will probably need to resize it. That can be done by clicking on the image once and then clicking and dragging one of the 8 white dots to change the size. I recommend the far bottom-right corner dot. After your image is the correct size, copy the link to your video from the address bar where it’s hosted.

Resizing your image - 4 Video Lead Generation Strategies for More Engagement
These are the dots I’m talking about.

This Next Part Might Get Confusing

Right-click on the image and select “link” from the menu that opens up. The window titled “Insert Hyperlink” will look like you need to pick a local file on your computer. The good news is, you don’t. Right-click inside the “Address:” field and then select “Paste” to drop your link in there. Click “Ok” and you now have your video setup with a link. Add in whatever text you think is necessary within the email to get them to click on it.

image 3 - 4 Video Lead Generation Strategies for More Engagement
This window might be confusing, but it’s how you add the video link.

Keep the message short, something like “I thought it would be better to get on camera to tell you this” or “to ask you this.” You may also want to right-click on the image before sending and select “Edit Alt Text” where you can type one or two sentences explaining what the image is in case your prospect’s email client doesn’t fully load the picture. That way, they won’t be left staring at a URL with no direction.

image 4 - 4 Video Lead Generation Strategies for More Engagement

Using Salesloft? Vidyard Could be Perfect

If you have Salesloft in your tech stack, then you should really look at trying Vidyard for sending video emails. The integration is very smooth, and at least a few of the videos I sent from my Vidyard-Salesloft-Outlook combo were watched 20-30 times with the email itself opened 100+ times. Both Vidyard and Wistia have free options, so if you signed up for those two platforms, you could send eight videos, total without paying anything to start.

Key Insights on Selling With Video Emails

There are many compelling common-sense reasons to adopt video emails into your lead generation strategy. Think about what’s easier to pass around a company: an email that has a few sentences and might be good (when it looks like the same thing people get bombarded with every few minutes) or something that looks the same as what a person might click on to laugh at and unwind (and no reading required). Plus, almost 60% of executives prefer watching a video than reading text, according to Wordstream.

At least a few of the videos I sent via Vidyard’s platform were watched 20-30 times. These will absolutely make an impact on those who open them. Consider this case study of Vidyard’s customer Gordian, a construction technology company. They brought in 6 million in revenue with just 5 very compelling videos. They saw 736 market-qualified leads, 21 sales opportunities, and 11 closed opportunities to add up to 6 million in revenue. Even other organizations outside of business are using videos to drive further engagement. Just look at Loyola University Maryland’s strategy to welcome admitted students with personalized video.

By doing this, they stand out from the myriad of other college choices.

When the team sent out the first video campaign to 8,000 admitted students at the end of 2017, there were over 10,000 views. More importantly, 4,000 reviews. The takeaway? They made a really positive first impression with prospective students and making it personal paid off. If you’re nervous about the time investment for personalized video in your B2B company or other organization, ask yourself the following question: Can I really afford to send another 10,000 canned emails?

Facebook Targeted Ads

You should be careful about direct Facebook lead generation. Making any kind of move like that could be taken the wrong way. Imagine walking up to someone’s house outside of work hours for a B2B meeting request. It probably wouldn’t work out so well. The good news is, you can still leverage the platform in a non-intrusive way through their Facebook for Business advertising.

Key Insights on Selling With Facebook Video

As of December 2019, there are 2.5 billion active users on the Facebook platform. Overall, user statistics may not be as important, but you should still recognize the sheer volume of people there. Facebook’s lead generation ads are some of the most cost-effective to leverage in B2B advertising, too. You can collect prospects’ info directly on Facebook instead of risking losing people when they click through to your website. The site offers helpful instructions for using their ad platform and there are useful guides all over the web for making content that converts.

You can even target specific people with ads if you have their email. It should be noted, though, that those emails need to be the ones used for their Facebook accounts. Video ads will play automatically as you scroll down the page and include sound, but play it safe by assuming that your prospect will have sound turned off and try getting their attention without it. As many as 85% of all video views on Facebook happen without sound, according to Digiday. Fortunately, you can look at plenty of time-tested methods for keeping someone in the first three seconds with nothing but a visual. You can find great examples on the blogs of companies like Hubspot and Buffer for getting viewers to stick around.

Twitter and Instagram

The great thing about Twitter and Instagram is how many prominent people have public profiles. Even better, you can tweet at or tag someone, and they will be notified whether they follow you or not. Before putting too much time into these platforms, make sure they routinely post and/or engage with other accounts. No sense in contacting them there if they never check it!

Someone else might also run their account.

Be aware that someone else might also be managing an executive’s Twitter or Instagram. Although that’s more pro athletes than anyone. You can say the same about a LinkedIn profile. Regardless, if you make something creative enough, it should cut through all the noise. I’ve only tried one Twitter video before, and it was a contest entry for winning some money from Vitamin Water. While it was unsuccessful, it did get me into putting a video on the platform.

Key Insights on Selling With Twitter and Instagram

Hopefully, you took a look at some of the resources mentioned above for making video hooks. The data points to the same strategies working for making compelling videos on Twitter and Instagram, too. Creating an eye-catching thumbnail and title are both pivotal in getting someone to start the video. Planning a striking visual in the first 3 seconds that doesn’t rely on sound is equally important. Consider all the places people browse these apps where they can’t hear sound anyway.

Not so surprisingly, 90% of Twitter video views were happening on mobile soon after the feature was added. When Instagram first introduced videos, over 5 million were shared in the first 24 hours. Since then, it’s only grown more as the preferred way people consume content. In 2019, 93% of brands were able to acquire a new customer on social media through video. Don’t let your company be in the 7% that leaves scrolling customers in the dark about your product. Remember, it can be as simple as propping up the smartphone camera for filming a 30-second message.

Tying It All Together

The longstanding advice for selling anything is taking a multi-pronged approach of exploring every avenue (phone, email, social, etc.). This plan of attack will almost always yield results, assuming you keep diligently following up and maintain a laser-like focus. As new tech opens up more ways to fill your pipeline, don’t be afraid to dig in and try them. They could make the difference between hitting a number or not if you can get on the right person’s radar at the right time by sticking out from the crowd. In choosing B2B selling strategies, a video should make your final cut.

Bob Buckley

Bob is a freelance writer and the founder of thiscollegelife.com, a blog for student success.

Video Marketing Strategy: The Power of Video During the Customer Journey

3 Tricks for Getting More Email Clicks

TikTok fever is spreading – but the hype could die out in the US market

This is a preview of the new Marketing on TikTok report from our partners at eMarketer.eMarketer PRO analyzes the social media industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more. Check if your company subscribes to eMarketer PRO, or learn more about access here.The fast-growing, Chinese-owned short-video app, TikTok, formerly known as Musical.ly, is…

The fast-growing, Chinese-owned short-video app, TikTok, formerly known as Musical.ly, is gaining favor across many audiences worldwide. Within a mere year and a half, it has grown into a hybrid of YouTube and Vine, drawing in Gen Z smartphone users like bees to honey.

This platform’s easy-to-use interface has offered a unique appeal to even the most amateur content creator. While its viral component has created a steady buzz, it’s unclear whether this app will have legs to stand on in the US or be swotted away as competative apps emerge.  

svg%3E - TikTok fever is spreading – but the hype could die out in the US market



Reuters/Dado Ruvic


eMarketer has put together a detailed report, Marketing on TikTok, to offer 2020 insight into TikTok’s future growth potential in each region, and share how advertisers can adjust their strategies to target user preferences and rectify expected concerns.

Here are some highlights from the report:

  • While TikTok is growing in popularity, its userbase in the US remains small. It will be crucial to cement partnerships with major organizations, like the NFL, to encourage continued engagement on this app through features like Hashtag Challenges.
  • TikTok’s success in bringing together marketers and creators, implies that it could be a natural fit for influencer marketing. However, influencers will lose their interest unless advertising channels are offered so they can make money or grow their audience.
  • TikTok uses Artifical Intelligence (AI) to monitor user engagement with videos to offer users a more personalized experience. But the novelty of this app will fade fast, unless concerns are put to rest about data privacy, censorship, and brand safety.

Interested in the full Marketing on TikTok report and getting more content like this each day? eMarketer PRO features in-depth analyst reports, proprietary forecasts, customizable charts, and more.

Click here to inquire about access, or check to see if your company already subscribes to eMarketer PRO.

More:

emarketer
BI Intelligence
BI Intelligence Content Marketing

Social Media Use Surges: How Marketers Should Respond

by Grace Duffy / March 28, 2020 / Leave a CommentWelcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore what global spikes in social media usage…

3f8ce2d7d6c402b141668f1f07a18e95?s=35&d=mm&r=g - Social Media Use Surges: How Marketers Should Respondby / / Leave a Comment

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show, we explore what global spikes in social media usage mean for marketing strategies and LinkedIn’s new conversation ads format with special guests, Tara Zirker and AJ Wilcox.

Tune Into the Social Media Marketing Talk Show

Listen to the replay of this week’s show below. You can also hear the show as an audio podcast on iTunes/Apple Podcast, Android, Google Play, Stitcher, and RSS.

Watch the replay of this week’s show below.

powered by Crowdcast

About Our Special Guests

  • Tara Zirker is a Facebook ads expert and founder of the Successful Ads Club, a membership site designed for marketers who want to improve their Facebook and Instagram ads performance.
  • AJ Wilcox is a LinkedIn ads pro and the founder of B2Linked.com, a LinkedIn ads–specific agency. He’s also the host of The LinkedIn Ads Show, a new podcast that covers targeting strategies, getting the best pricing, and everything there is to know about running LinkedIn ads.

Use the timestamps below to fast-forward to our top stories in the replay above.

  • 2:22 Facebook Struggles to Keep Up With Surge in Global Usage and Temporarily Reduces Video Quality and YouTube Limits Streaming to Standard Definition by Default to Alleviate Network Strain
  • 27:32 Instagram Launches New Way to Browse With Friends Over Video Chat and “Stay Home” Sticker for Stories
  • 34:24 LinkedIn Rolls Out New Conversation Ads Format

divider

Facebook Struggles to Keep Up With Surge in Global Usage: Facebook, along with other social media and video-streaming sites, are seeing an “unprecedented” spike in traffic and usage as millions of users around the world are being urged to stay home. To maintain service stability throughout the surge in usage, the company is temporarily reducing bit rates for Facebook and Instagram videos in certain regions.

Keeping Our Services Stable and Reliable During the COVID-19 Outbreak https://t.co/RYvcl7BERo pic.twitter.com/fdGG5bBoI4

— Facebook Newsroom (@fbnewsroom) March 24, 2020

Engadget reports that Europe has already seen limits on bandwidth. A representative from Facebook states that the company is “…committed to working with [its] partners to manage any bandwidth constraints during this period of heavy demand, while also ensuring people are able to remain connected using Facebook apps and services during the COVID-19 pandemic.”

SocietyLogo - Social Media Use Surges: How Marketers Should Respond

Join thousands of fellow marketers. Receive the training and support you need to accomplish your marketing objectives!

Facebook and Instagram lower video quality in Europe https://t.co/C6dXxoeXQd pic.twitter.com/F7Q7FwMu0a

— Engadget (@engadget) March 22, 2020

YouTube Limits Streaming to Standard Definition by Default to Alleviate Network Strain: In a move similar to Facebook’s, YouTube switched to standard definition streaming by default in Europe to alleviate the peak in demand and traffic strain on the internet.

YouTube goes SD streaming by default in Europe due to COVID-19 https://t.co/e09R2S4Fcc by @riptari pic.twitter.com/HhkzhbDS8E

— TechCrunch (@TechCrunch) March 20, 2020

CNET states that the company rolled out this initiative in the European Union, UK, and Switzerland and announced plans to gradually expand it globally starting on Tuesday over a few days. The measure is expected to last about 30 days.

Instagram Launches New Way to Browse With Friends Over Video Chat and “Stay Home” Sticker for Stories: Instagram rolled out a series of updates to help users access accurate information, stay safe, and stay connected. One new feature is the ability to view Instagram posts with friends over video chat.

Start by tapping the video chat icon in your Direct inbox or an existing Direct thread –>

View your saved, liked and suggested photos and videos by tapping the photo icon in the bottom left corner –>

Get ready for all the feels ☺😂😮😍

— Instagram (@instagram) March 24, 2020

Instagram is also featuring a shared story at the top of the feed that highlights people practicing social distancing. To be included, simply use the Stay Home sticker in your stories. Users will only see shared stories from those they already follow on Instagram.

Today we’re launching a new “Stay Home” sticker that you can find in Stories. If you use the sticker, your photo or video will be added to a shared Instagram story where people can see how you’re staying home and staying safe ❤ pic.twitter.com/MtU3d4bKKq

— Instagram (@instagram) March 21, 2020

LinkedIn Rolls Out New Conversation Ads Format: LinkedIn adds a new messaging ad format that helps marketers “interact with [their] prospects in more personal and engaging ways.”

linkedin conversation ads - Social Media Use Surges: How Marketers Should Respond

LinkedIn’s conversation ads format builds on LinkedIn’s message ads offering, formerly known as sponsored InMail. It allows advertisers to create “choose your own path” experiences and create full-funnel campaigns using various custom calls to action.

Want to catch our next show live? Click here to subscribe or add our show to your calendar.

SocietyLogo - Social Media Use Surges: How Marketers Should Respond

Join thousands of fellow marketers. Receive the training and support you need to accomplish your marketing objectives!

3f8ce2d7d6c402b141668f1f07a18e95?s=65&d=mm&r=g - Social Media Use Surges: How Marketers Should Respond

About the authorGrace Duffy

Grace Duffy, serves on the Editorial Staff at Social Media Examiner as News Producer. She is a social media strategist, marketer and content creator with a passion for connecting people through technology.

Get Social Media Examiner’s Future Articles in Your Inbox!

Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (46 pages, 60+ charts)!

Report2019Cover - Social Media Use Surges: How Marketers Should Respond

Reader Interactions

Here’s how the Fed will support Main Street

Small and medium businesses are set to become the next target of the Federal Reserves measures to open up the flow of credit throughout an economy that has threatened to freeze up over the coronavirus pandemic which has shutdown businesses across the country. Fed officials say its Main Street Business Lending program will use banks…

Small and medium businesses are set to become the next target of the Federal Reserves measures to open up the flow of credit throughout an economy that has threatened to freeze up over the coronavirus pandemic which has shutdown businesses across the country.

Fed officials say its Main Street Business Lending program will use banks as a conduit to funnel short-term financing to firms so that they can make payroll and stay afloat in the coming months.

“This is going to save Main Street,” said Joseph Brusuelas, chief economist at consultancy RSM.

See: Fed officials sound upbeat on outlook but admit to some uncertainty

“Given the gravity of the crisis, my sense is that medium-sized firms are going to gravitate towards the program. Once it gets going, it will ramp up quickly,” he said, pointing to the historic surge in Americans filing unemployment claims last week.

The program’s funds will come from the Treasury Department, which will direct up to $454 billion of capital to the Fed in the expectation that it will leverage those funds and extend $4 trillion of credit to businesses, states, and municipalities, based on numbers touted by Treasury Secretary Steven Mnuchin.

The Fed’s measures to support the real economy would represent unprecedented territory for a central bank that has used interest rates as its primary tool for influencing companies and consumers. But with the Fed’s benchmark interest rate already at zero, the unique challenges and recession worries presented by the coronavirus have forced the U.S. central bank to use its emergency lending powers to support struggling businesses.

It’s still unclear on how much it will cost for companies to borrow from the Main Street Business Lending program and who will be eligible to tap the funds.

Fed officials said the details of the program are still being decided, but Brusuelas guessed the Fed would start channeling funds into the banking system in around two weeks from this Friday, based on his communications with officials from the U.S. central bank

Even though precise details still remain unavailable to the public, comments by Atlanta Fed President Raphael Bostic and Dallas Fed President Robert Kaplan suggest the Fed’s facility is likely to follow the format shown in the chart below, which shows how the Treasury’s funds end up in the pockets of businesses.

MW ID266 rsmmai 20200327134202 NS - Here’s how the Fed will support Main Street

The U.S.Treasury Department will first provide funds to the Federal Reserve as seed capital for the program. This well of funds will serve as a cushion against any losses in the event that businesses fail to pay back the funds to banks, helping the central bank avoid credit risk.

The Fed will then lend against the Treasury’s capital, multiplying the amount of loans it extends to banks, which will, in turn, give cheap credit to businesses.

Read: J.P. Morgan economist’s advice to Congress: Don’t send checks — let the banks quickly compensate businesses so they’ll hang on to workers

The Fed’s liquidity facility will act as a complement to the another program run by the Small Business Administration lending $350 billion to companies with 500 or fewer employees that can be partially forgiven if they meet certain requirements.

It’s unclear, however, if smaller businesses will want to tap the Fed’s lending program and whether more indebted firms have the capacity and desire to add to their borrowings, said Gregory Faranello, head of U.S. rates at AmeriVet Securities, who expects the cost to borrow from the facility to stay cheap.

Stocks finished lower on Friday on worries over rising tally of coronavirus cases in the U.S, but on booked sharp weekly gains. The S&P 500
SPX,
-3.36%

and the Dow Jones Industrial Average
DJIA,
-4.05%

were down more than 2% on Friday.

50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

Even though the “Roaring Twenties” moniker of a century ago today takes on a more menacing new tone in light of today’s COVID-19 pandemic, smart B2B marketers are still hard at work and looking ahead. The B2B marketing world of tomorrow will be shaped by the emerging marketing trends we have seen during the beginning…

EmergingB2BMarketingTrendsImageB600w - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

Even though the “Roaring Twenties” moniker of a century ago today takes on a more menacing new tone in light of today’s COVID-19 pandemic, smart B2B marketers are still hard at work and looking ahead.

The B2B marketing world of tomorrow will be shaped by the emerging marketing trends we have seen during the beginning of 2020, and we already have a wealth of insight to learn from new research data that has come out in recent marketing reports.

We’ll take a look at:

  • Impressive Results in a Growing Influencer Marketing Industry
  • Social Media Changes & The Rising Importance of Trust
  • The Global Impact of Artificial Intelligence (AI)
  • The Role of Emerging Digital Interfaces in B2B Marketing
  • How Voice & Conversational Search are Reworking Traditional Search Engine Optimization (SEO)
  • How One-To-Few Publishing is Poised for B2B Emergence

With all these and more, let’s dig in and examine over 50 of the emerging marketing trends and statistics that are likely to play important roles in the B2B marketing world of tomorrow.

“It’s vitally important to make connections between emerging trends, your industry and society, especially this year as we reach a tipping point for a number of technologies and trends that will shape the world of tomorrow.” @amywebb Click To Tweet

Social Media Changes & The Rising Importance of Trust

We’ve written about the rising challenges B2B marketers have faced in light of the diminishing trust today’s social-media-saturated consumers place in marketing in general, and we’ve also explored a variety of tactics to help overcome them.

In light of this, the recently-released Future Today Institute’s 2020 Tech Trends Report¹ expects that social media users will increasingly place greater importance on trust and credibility.

Another new study, the Rival IQ 2020 Social Media Industry Benchmark Report², has shown that social media engagement rates have fallen on Instagram, while those for Facebook and Twitter have remained largely unchanged.

We’ll look at influencer marketing trends more closely in a separate dedicated section, however when it comes to social media engagement rates, influencers saw the second-highest engagement rate across all industries in Rival IQ’s report, as shown here.

RivalIQFBChartA600w - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

The report shows that while making social media marketing inroads on Facebook has been a challenge for brands, those using influencer marketing have fared better than those using traditional social media campaigns.

B2B marketers in industries seeking to engage with younger consumers may want to start or increase their brand presence on Snapchat, as seventy-three percent of adults between the ages of 18 and 24 now use Snapchat

The overall rate of social media posting frequency is down, with brands posting slightly less often on every channel in 2019, the RivalIQ report shows.²

B2B marketers looking to tap into some of the most successful social media hashtags may want to consider implementing relevant giveaways and contests, as two of the most popular hashtags across all of the industries the RivalIQ report examined were those relating to contests and giveaways.²

Aside from influencer marketing, multiple-photo image carousels were also shown to have particularly high engagement across industries, especially those on Instagram, which will re-serve carousels to users who didn’t initially engage.²

Even so, engagement rates on Instagram were uniformly down, with an all-industry median that fell by 23 percent from 1.60 percent to 1.22 percent, as the following Rival IQ chart shows.²

RivalIQIGChartA600w - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

B2B marketers running campaigns on Twitter may wish to stay the course, as social media engagement on the platform stayed the same for the third year in a row.²

Impressive Results in a Growing Influencer Marketing Industry

Recent report data has shown that influencer marketing has garnered impressive results, helping lead the way to swift growth in the industry.

Influencer marketing is expected to grow to some $9.7 billion in 2020, representing an increase of more than 50 percent for each year since 2016, according to the recently-published Influencer Marketing Hub 2020 Influencer Marketing Benchmark Report.³

The report’s estimated year-over-year growth for influencer marketing is shown below.

InfluencerMarketingHubChart01 - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

Influencer marketing has seen high advertising dollar values, a trend that continued in 2019, with average earned media value that increased to $5.78 from 2018’s level of $5.20, as shown here.³

InfluencerMarketingHubChart03 - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

Influencer-marketing-savvy businesses have seen even higher returns, as much as $18 in earned media value for each dollar spent on influencer marketing

Large brands have seen a continued shift to using micro-influencers, and the most recent Influencer Marketing Hub report shows that during 2019 these firms utilized some 300 percent more micro-influencers than in 2016.³

With the strong performance seen in 2019 by influencer marketing, it should come as no surprise that 79 percent of respondents in the same report said that they plan to dedicate a budget to influencer marketing in 2020, as shown here.³

InfluencerMarketingHubChart04 - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

The portion of marketing budget dollars brands are spending on influencer marketing has also risen, with some 80 percent noting that they intend to spend at least 10 percent of their entire marketing budget on influencer marketing

Others said that they will spend nearly 40 percent of their marketing budget on influencer marketing, as outlined below.

InfluencerMarketingHubChart05 - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

A full 91 percent of survey respondents saw influencer marketing as an effective form of marketing, with the most common gauge of influencer marketing success being conversions and sales, according to the report.³

As with social media marketing, influencer marketing has been shown to be particularly partial to Instagram, with some 87 percent using the platform.³

When it comes to B2B marketing, however, LinkedIn has remained far and away the most-used platform, as a similar 87 percent of Inc. 500 firms used LinkedIn for social media during 2019, topping a list of how the fastest-growing U.S. firms are using social media, outlined in a recent UMass Dartmouth report.

Influencer marketing has seen significant grown over the past year, as the Influencer Marketing Hub report reveals 380 new influencer-marketing-related platforms and agencies entered the market over the last 12 months, which is outlined below.³

InfluencerMarketingHubChart02 - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

The influx of new influencer marketing platforms and agencies is a testament to the trust-building — and ultimately the success rates — of influencer marketing, yet those focused specifically on B2B influencer marketing are exceedingly rare.

Luckily for B2B brands seeking top-caliber B2B marketing agencies specializing in influencer marketing, market research firm Forrester has maintained a report, and TopRank Marketing was honored to be listed as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.

Additional influencer marketing report data shows that:

  • Along with rising use of micro-influencers, nano-influencers — with under 1,000 followers — have seen impressive results, especially on Instagram, where they have seven times the engagement rate (7.2 percent) than mega-influencers who have more than 100,000 followers (1.1 percent).³
  • Twitter nano-influencers saw 1.4 percent engagement, while mega-influencers saw only 0.3 percent of their followers providing tweet engagement.³
  • 84 percent said that they had increased the volume of content they created over the past two years
  • 72 percent said that they found the quality of customers gained through influencer marketing as better than from any other form of marketing
  • Some 40 percent said that they used third-party influencer marketing platforms.³

A primary challenge faced by those using influencer marketing has unsurprisingly remained finding good influencers. 23 percent found the task very difficult, 62 percent said it was of medium difficulty, and just 14 percent said finding appropriate influencers was easy.³ Our CEO Lee Odden recently shared “5 Key Traits of the Best B2B Influencers,” a helpful resource for B2B brands looking to get started in influencer marketing.

“B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.” @LeeOdden Click To Tweet

What marketers hope to achieve through influencer marketing was also examined in the Influencer Marketing Hub report, with 40 percent looking to increase brand awareness, 36 percent to drive sales, and 24 percent to help build a resource library of user-generated content.³

The same report also looked into how marketers measure influencer marketing success, with 39 percent seeing conversions and sales as the primary benchmark, 34 percent viewing engagement campaign metrics, and 27 percent seeing success from views, reach, and impression figures, and outlined below.³

InfluencerMarketingHubChart06 - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

Rival IQ’s recent report data also shed some light on the success of influencer marketing, showing that as we previously mentioned in our social media observations, influencers increased their engagement rates on the often-tricky Facebook platform.

A 10 percent increase in photo post engagement among influencers helped achieve the rise in Facebook engagement rate.²

Influencers also achieved above-median performance on Instagram, in spite of seeing a 25 percent drop in engagement on the platform, and consistent Twitter performance as shown below.²

RivalIQTWChartA600w - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

Videos and status updates were the most engaging types of tweets on Twitter among influencers according to the Rival IQ report, topping photo and link tweets, as shown here.

RivalIQInfluencersTWChartA600w - 50+ Top B2B Marketing Insights From Recent Emerging Trend Reports

The Global Impact of Artificial Intelligence

Artificial intelligence will continue to have a global impact in the future, according to the Future Today Institute report, which found that:

  • Between 2020 and 2024 the global AI market is expected to grow 20 percent annually between 2020 and 2024.¹
  • Worldwide economic growth generated by AI may hit an astounding $16 trillion by the end of the 2020s.¹
  • A daily data-creation total of some 463 exabytes is expected by 2025, roughly the same as 77 billion Netflix movie streams.¹ Sorting through and utilizing vast amounts of data is likely to continue as a prime challenge to B2B marketers in the years ahead. By the end of the decade some 50 billion devices may also be online, generating huge amounts of data.¹
  • By 2022 the AI chip market is expected to quadruple, to $6.7 billion, up from $1.66 billion in 2018.¹
  • Significant funding is being invested for AI initiatives around the world, including Softbank, which in 2019 launched a $108 billion fund targeting AI startups.¹

The Role of Emerging Digital Interfaces in B2B Marketing

In coming months and years B2B marketers will see greater opportunities in the realm of emerging digital interfaces including augmented and virtual reality (AR and VR), devices that we increasingly wear instead of just carry, and other technology that can help take experiential content to the next level.

The Future Today Institute report data shows the following trends of interest to B2B marketers:

  • $18.8 billion is expected to be spent on AR and VR in 2020, climbing to some $200 billion by 2024.¹
  • Over 1,000 wearable devices are presently available.¹
  • $370 million in wearable device sales is forecast by the end of 2020.¹

Questions such as how B2B firms can interact with consumers via wearables and what relevant data can be gathered about them will only grow as marketers enter largely uncharted wearable data usage territory.

“In coming months and years B2B marketers will see greater opportunities in the realm of emerging digital interfaces including augmented and virtual reality (AR and VR), devices that we increasingly wear instead of just carry.” @lanerellis Click To Tweet

Voice & Conversational Search Rework Traditional SEO

B2B marketers face challenges in making their content discoverable to audiences using changing technologies, and some of the new report data shows the following opportunities and trends:

  • Traditional SEO is increasingly expanding into new realms, such as with voice search optimization (VSO)
  • Search query intent and searches based on conversation or even what a consumer is looking at are new challenges in search.¹
  • New types of searches will require B2B firms to implement new forms of optimization in coming years.¹

One-To-Few Publishing Poised for B2B Emergence

B2B marketers are likely to see an increased demand for digital methods to make more meaningful connections with smaller, relevant, and loyal audiences:

  • The use of more personalized content in the form of newsletters, podcasts and niche networks will increase, especially those that are infused with authenticity.¹
  • Closer online communities such as those in Facebook and LinkedIn groups will become more important than ever.¹
  • Limited-edition content such as pop-up collaborative newsrooms focusing on hyper-relevant and specialized topics are expected to become increasingly important.¹

How Will You Implement Emerging B2B Marketing Trends?

These are only some of the emerging marketing trends that will combine to play important roles in B2B marketing beyond 2020, with others such as our “Top 10 B2B Digital Marketing Trends in 2020” also offering helpful insight to guide your efforts.

We hope you’ve found the trend data from the Future Today Institute’s 2020 Tech Trends Report, Rival IQ’s 2020 Social Media Industry Benchmark Report, and Influencer Marketing Hub’s 2020 Influencer Marketing Benchmark Report to be helpful.

Forming a smart and successful B2B marketing foundation takes significant amounts of time and effort, which leads some brands to work with a top B2B marketing agency such as TopRank Marketing. Check out our B2B marketing resources and discover why leading brands such as Adobe, LinkedIn, Dell, 3M, Slack, and Monday.com have chosen to work with TopRank Marketing.

Sources:

¹ Future Today Institute’s 2020 Tech Trends Report

² Rival IQ 2020 Social Media Industry Benchmark Report

³ Influencer Marketing Hub 2020 Influencer Marketing Benchmark Report

NFL free agency: Ranking fits for quarterbacks who changed teams – Sportsnet.ca

The NFL’s quarterback carousel continues to spin, but not in a way anyone could have predicted. A week into free agency, two Hall of Fame quarterbacks have changed teams, yet two QBs who were recent first-overall picks are still without work. During the 2019 season, 57 different quarterbacks started games so depth at the position…

The NFL’s quarterback carousel continues to spin, but not in a way anyone could have predicted.

A week into free agency, two Hall of Fame quarterbacks have changed teams, yet two QBs who were recent first-overall picks are still without work.

During the 2019 season, 57 different quarterbacks started games so depth at the position is imperative. But if we’ve learned anything by the moves thus far, the fit and franchise relationship with a quarterback is just as important as the talent level.

Here are the top-five best fits of the free agent quarterbacks who have changed locations in 2020.

1) Tom Brady

Old Team: New England Patriots

New Team: Tampa Bay Buccaneers

The best fit of all the quarterbacks in new locations is Tom Brady in Tampa Bay, and that has more to do with the type of weapons at his disposal with the Buccaneers than anything else.

Brady has 120 passing touchdowns to tight ends since 2010, most by any quarterback. That’s more than Matt Ryan and Aaron Rodgers combined. Last season, however, Brady threw just two touchdowns to tight ends, a career-low as a starter.

In Tampa Bay, Brady inherits a tight end group that has 29 receiving scores since O.J. Howard was drafted in 2017. That’s the fourth-most in the NFL. Expect that ranking to go up.

Howard and Cameron Brate are one of the best tight end duos in the NFL, and no quarterback is better positioned to take advantage of that than Brady. And that’s not even taking into consideration the receiving duo of Chris Godwin and Mike Evans – the best wideout tandem Brady has ever had and among the best in the league.

A 4,000-yard, 35-touchdown season for Brady is in play in 2020.

2) Philip Rivers

Old Team: Los Angeles Chargers

New Team: Indianapolis Colts

Rivers signed a one-year, $25-million deal in Indy after a down season with the Chargers, throwing 23 touchdowns and 20 interceptions in 2019. Rivers turned 38 in December and his best football is behind him. He’s always thrown off his back foot and his ability to deal with pressure has gotten worse as his arm strength has decreased.

And that’s why it makes sense that he’s made the move from playing behind one of the worst offensive lines in the league to one of the best with the Colts.

Eric Ebron is gone so that’s one less weapon in Indianapolis, but Rivers will be upright more and that’s a big improvement. He’ll also have Colts head coach Frank Reich mentoring him again. When Reich was in San Diego from 2013-15, Rivers played some of his best football.

3) Teddy Bridgewater

Old Team: New Orleans Saints

New Team: Carolina Panthers

Bridgewater deserves his three-year, $63-million deal. After all, he was 5-0 last season and has won 16 of his last 22 starts. He’s a bona fide NFL starter who bid his time as a backup. He’s just not an elite starter, so expectations should be tempered.

His division is loaded with good quarterbacks who have been MVP candidates and taken their teams to the Super Bowl. Bridgewater has done neither. In fact, Bridgewater has never thrown more than 14 touchdown passes in a season. That’s a good month for NFC South rivals Drew Brees and Tom Brady.

The Panthers haven’t reached the playoffs since 2017, and you shouldn’t expect that to change just because they’ll start a new quarterback.

The fit with Joe Brady as the offensive coordinator, who coached Bridgewater in New Orleans two years ago, is a good one. Bridgewater is in a position to play his best football, but his ceiling is lower than some of the other quarterbacks who moved.

4) P.J. Walker

Old Team: Houston Roughnecks (XFL)

New Team: Carolina Panthers

Walker is best known by football fans as the only good quarterback in the XFL.

He was so good he’s now in the NFL as the first XFL player to sign in the league. It’s his work before his stint with the Roughnecks, however, that could be the precursor to future success.

Walker played for Panthers new head coach Matt Rhule at Temple, starting all 28 of Rhule’s wins there. Walker’s No. 1 target at Temple was Robby Anderson, who just signed with Carolina as free agent to bring even more familiarity.

In the XFL, Walker threw 15 touchdowns in five Roughnecks games and is an explosive athlete, so if he can pass as well as Bridgewater, don’t be surprised if Walker pushes for the starting job in Carolina.

houston roughnecks quarterback pj walker looks to pass - NFL free agency: Ranking fits for quarterbacks who changed teams - Sportsnet.ca
In this Feb. 8, 2020 photo, Houston Roughnecks quarterback P.J. Walker (11) looks to pass as he scrambles during an XFL game in Houston. (Matt Patterson/AP)

5) Marcus Mariota

Old Team: Tennessee Titans

New Team: Las Vegas Raiders

Mariota is saying all the right things and publicly claiming he’s primarily a backup.

But follow the money. Raiders coach Jon Gruden has never seemed sold on Derek Carr but loved Mariota when he was coming out of college, as did Raiders general manager Mike Mayock.

Don’t believe me? Look at Mariota’s contract. It is similar to the contract the New Orleans Saints gave Bridgewater last year. At two years worth $17.6 million, Mariota signed a high-end back-up contract. It could be worth $37.5 million with incentives on games played and wins.

You don’t allocate that amount of money to a depth quarterback unless you anticipate he could become starter.

A 10-Point Ecommerce SEO Checklist for 2020

With a brand new decade ahead of us, now is the perfect time to reevaluate your ecommerce website’s SEO strategy. This 10-Point Ecommerce SEO Checklist will help you move in the right direction.

With a brand new decade ahead of us, now is the perfect time to reevaluate your ecommerce website’s SEO strategy.

A Google, Bing, or Yahoo search is the beginning of a shopper’s journey to your site, and proper SEO techniques will ensure that you make the best first impression.

Though the world of SEO can be incredibly complex to navigate, especially for ecommerce sites, the following checklist will ensure you are moving in the right direction.

Ecommerce Technical SEO Checklist

Technical SEO is the foundation for any successful SEO strategy.

Follow these steps to ensure your technical SEO is on point:

1. Ensure Your Website Can Be Crawled & Indexed

If a search engine can’t crawl your website, it can’t rank your content.

Specifically, it can’t rank your products in search results.

Your site’s indexability, crawlability, speed, content, schema markup, and overall user-friendliness are all essential components of technical SEO.

If these elements are correctly set up, the rest of your ecommerce SEO strategy will fall into place.

2. Resolve Pages with 4XX Errors

Google Search Console is an incredibly useful tool for all websites.

Once your site is verified, your first step should be to address any pages that come up with errors.

These are broken pages that Google is unable to crawl, often due to an out-of-date sitemap, out-of-stock products, or a temporary server error.

3. Double-Check Excluded Pages

You also want to check your excluded pages, as Google cannot index them due to the code in your robots.txt file.

Though this list is often comprised of pages you don’t want a search engine to crawl anyway, such as the cart or customer profile page, you should double-check it to ensure no essential pages are blocked from crawlers.

4. Add Schema Markup to Your Site

Schema markup is a batch of HTML tags that allow Google to display the price, rating, availability, and more product details right on the search results page.

Adding it to your site is easy, and it’s vital that you do so.

It ensures that your products are more appealing on the first page of results and in the shopping tab of Google.

You can view your current schema markup setup within the products report of Google Search Console.

Ecommerce Keyword Checklist

Once your technical SEO is sound, you will want to evaluate your current keywords and see which pages are ranking for them.

5. Target Specific, Sales-Driven Keywords

One of the biggest mistakes ecommerce business owners make is targeting the wrong keywords.

Many go after the terms with the highest search volume related to a brand.

Though they look great in research, it’s the more specific, lower-search-volume keywords that will bring in the conversions.

For example, “2017 Subaru Crosstrek rims” may not have an impressive volume compared to “Subaru rims” or “rims.”

However, the more specific term will lead directly to your product page, and searchers will find exactly what they are looking for.

6. Focus on Keyword Intent

You want to ensure the keywords you are targeting reflect the right searcher intent.

Google’s RankBrain helps to determine if a query is informational or transactional. As an ecommerce site, you want to ensure you’re targeting transactional keywords.

You can identify what type a particular term is by searching it in an incognito window to see what results pop up.

If the query directs you primarily to product pages, you’re on the right track.

7. Don’t Compete with Yourself

Once you have figured out your transactional, sales-driven keywords, try to ensure multiple pages are not ranking for the same term.

If two pages rank for a specific query, Google will not know which to display first, or at all.

You don’t want to put in all that effort researching your transactional keywords only to have users directed to the homepage instead of the product page.

Google Search Console can show you the ranking position, clicks, impressions, and CTR for your website’s pages to determine if there’s any self-inflicted competition for specific keywords.

Ecommerce Content Checklist

Quality content is certainly not a new factor when it comes to your rankings.

Though long, in-depth content may not initially be your top priority as an ecommerce website, your rankings will suffer if it’s pushed to the backburner.

8. Avoid Duplicated Content

Google is continuously promoting unique, high-quality content, and websites with duplicated content are going to pay the price.

If 60% of any page’s information matches another, Google could consider it duplicated.

From an ecommerce standpoint, if you have individual product pages for the same item, but in different colors or sizes, those pages could be deemed duplicates.

Consolidating all of these options onto one page will not only solve this issue but ensure your site is responsive and user-friendly.

9. Improve Any Thin Content

Google is also on the lookout for pages with thin content.

If a product page doesn’t contain a detailed description and images specific to the item, it may not be indexed.

The reasoning is that Google does not believe the page will satisfy the user’s search intent, as there is little information to provide.

Go through your products to ensure all of the descriptions, images, specs, and other essential information is clearly defined and available to visitors.

10. Mobile-First Indexing

For at least 90% of websites, Google now uses mobile-first indexing to determine your ranking based on the content of your mobile site, not the desktop version.

With mobile searches largely outnumbering desktop searches, you want to ensure your website and products are optimized for these devices.

Make sure you have detailed, visible content on your mobile site so those with intent to buy can find your product effectively.

The best way to tackle this is to have a responsive ecommerce website.

This will allow your site to adapt to the screen size of the user’s device, making mobile-first indexing a minimal concern.

Conclusion

Ultimately, you should walk away from this article with the following in mind:

  • Do not underestimate the role that technical SEO plays in your site’s rankings. Technical elements such as crawlability and schema markup are essential to your success.
  • Do not mistakenly target your SEO keywords. Know the difference between transactional and informational queries, and target terms that will increase sales.
  • Do not ignore thin or duplicated content on your website, as it can drastically decrease your site’s chances of ranking effectively. The mobile version of your website should also be properly optimized for Google’s mobile-first indexing.

By focusing on these three main areas, your ecommerce website will be an SEO force to be reckoned with this year.

More Resources:

Oribi brings its web analytics platform to the U.S.

Oribi, an Israeli startup promising to democratize web analytics, is now launching in the United States. While we’ve written about a wide range of new or new-ish analytics companies, founder and CEO Iris Shoor said that most of them aren’t built for Oribi’s customers. “A lot of companies are more focused on the high end,”…

GettyImages 1133714603 - Oribi brings its web analytics platform to the U.S.

Oribi, an Israeli startup promising to democratize web analytics, is now launching in the United States.

While we’ve written about a wide range of new or new-ish analytics companies, founder and CEO Iris Shoor said that most of them aren’t built for Oribi’s customers.

“A lot of companies are more focused on the high end,” Shoor told me. “Usually these solutions are very much based on a lot of technical resources and integrations — these are the Mixpanels and Heap Analytics and Adobe Marketing Clouds.”

She said that Oribi, on the other hand, is designed for small and medium businesses that don’t have large technical teams: “They have digital marketing strategies that are worth a few hundred thousand dollars a month, they have very large activity, but they don’t have a team for it. And I would say that all of them are using Google Analytics.”

Shoor described Oribi as designed specifically “to compete with Google Analytics” by allowing everyone on the team to get the data they need without requiring developers to write new code for every event they want to track.

Event Correlations - Oribi brings its web analytics platform to the U.S.

In fact, if you use Oribi’s plugins for platforms like WordPress and Shopify, there’s no coding at all involved in the process. Apparently, that’s because Oribi is already tracking every major event in the customer journey. It also allows the team to define the conversion goals that they want to focus on — again, with no coding required.

Shoor contrasted Oribi with analytics platforms that simply provide “more and more data” but don’t help customers understand what to do with that data.

“We’ve created something that is much more clean,” she said. “We give them insights of what’s working; in the background, we create all these different queries and correlations about which part of the funnels are broken and where they can optimize.”

There are big businesses using Oribi already — including Audi, Sony and Crowne Plaza — but the company is now turning its attention to U.S. customers. Shoor said Oribi isn’t opening an office in the United States right away, but there are plans to do so in the next year.

YouTube Rolling Out New Ads and Analytics Features

by Grace Duffy / March 14, 2020 / Leave a CommentWelcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore updates to YouTube ads and analytics, and…

3f8ce2d7d6c402b141668f1f07a18e95?s=35&d=mm&r=g - YouTube Rolling Out New Ads and Analytics Featuresby / / Leave a Comment

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show, we explore updates to YouTube ads and analytics, and Stories features updates on Facebook and Instagram, Twitter, and LinkedIn. Special guest: Steve Dotto.

Tune Into the Social Media Marketing Talk Show

Listen to the replay of this week’s show below. You can also hear the show as an audio podcast on iTunes/Apple Podcast, Android, Google Play, Stitcher, and RSS.

Watch the replay of this week’s show below.

powered by Crowdcast

About Our Special Guest

  • Steve Dotto is a 15-year veteran TV host and executive producer with two YouTube channels. The two channels, Dotto Tech, a how-to and productivity channel, and Steve Dotto, a channel focused on learning the keys to growing and ultimately monetizing a YouTube channel, have a combined 270,000+ subscribers.

Use the timestamps below to fast-forward to our top stories in the replay above.

  • 06:26 YouTube Experiments With Allowing Creators to Sell Ad Space Directly to Brands
  • 14:17 YouTube Creator Studio Features a Mid-Roll Ads Editor
  • 18:26 YouTube Adds Notifications Analytics to Video Metrics
  • 24:55 YouTube Analytics Now Lets Creators Compare More Metrics Side by Side
  • 34:02 Facebook Tests Cross-Posting Facebook Stories to Instagram Stories

divider

YouTube Experiments With Allowing Creators to Sell Ad Space Directly to Brands: YouTube is piloting a new program that gives creators more control over the ads that appear on their videos by letting them sell ad space directly to brands they regularly work with. Tom Leung, YouTube’s director of product management, said in a recent Creator Insider video on YouTube, “We’re experimenting with a new way for creators to sell advertising to brands with whom they already have a relationship.” Leung didn’t offer specifics other than acknowledging that the pilot program involves a very small, limited group of participants but there’s speculation that the program may closely resemble the Partner-Sold Ads program.

SocietyLogo - YouTube Rolling Out New Ads and Analytics Features

Join thousands of fellow marketers. Receive the training and support you need to accomplish your marketing objectives!

YouTube Creator Studio Features a Mid-Roll Ads Editor: YouTube’s Mid-Roll Ads Editor, found in the newest version of Creator Studio, gives creators the option to manually place mid-roll ads in their videos. Creators can choose where ads are shown using a simple drag-and-drop interface.

YouTube Adds Notifications Analytics to Video Metrics: YouTube rolled out Bell Notification Analytics to all channels. Notification Analytics show how many subscribers received a notification, how many subscribers clicked on the bell, and the number of video views received via bell notifications. Additionally, channel owners will also receive explanations when bell notifications aren’t sent out to 100% of subscribers.

YouTube Analytics Now Lets Creators Compare More Metrics Side by Side: YouTube creators can now use the Deep Dive section of the YouTube Analytics dashboard to compare multiple metrics side by side for the first time. Available comparisons include views versus comments on a single video, overall period over period channel performance, geographic audience comparisons, and more.

Facebook Tests Cross-Posting Facebook Stories to Instagram Stories: In 2017, Instagram added the option to cross-post stories to Facebook Stories. Now, TechCrunch’s Josh Constine is reporting that Facebook has confirmed it’s testing the option to cross-post Facebook Stories to Instagram. Jane Manchun Wong captured a screenshot that shows a Share to Instagram toggle that’s available in Preview after you’ve created a Facebook story.

Facebook is working on cross-posting Stories to Instagram pic.twitter.com/uH2w3VVnSe

— Jane Manchun Wong (@wongmjane) March 9, 2020

Other News Mentioned

Want to catch our next show live? Click here to subscribe or add our show to your calendar.

SocietyLogo - YouTube Rolling Out New Ads and Analytics Features

Join thousands of fellow marketers. Receive the training and support you need to accomplish your marketing objectives!

3f8ce2d7d6c402b141668f1f07a18e95?s=65&d=mm&r=g - YouTube Rolling Out New Ads and Analytics Features

About the authorGrace Duffy

Grace Duffy, serves on the Editorial Staff at Social Media Examiner as News Producer. She is a social media strategist, marketer and content creator with a passion for connecting people through technology.

Get Social Media Examiner’s Future Articles in Your Inbox!

Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (46 pages, 60+ charts)!

Report2019Cover - YouTube Rolling Out New Ads and Analytics Features

Reader Interactions

How to Build an Opt-In Elist of Customers and Prospects

If you want to ramp up your online marketing program, your first step should be to build a large, opt-in elist of customers and prospects (unless you already have one).

This may sound like a “duh” step in your marketing prospect, but not having an elist could squash any real progress you make using emails and enewsletters.

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!

Will be used in accordance with our Privacy Policy

20200204150519 GettyImages 1086590348 - How to Build an Opt-In Elist of Customers and Prospects

Image credit:

Maskot Bildbyrå | Getty Images

VIP Contributor

Author, Copywriter and Marketing Consultant


6 min read

Opinions expressed by Entrepreneur contributors are their own.

The following excerpt is from Robert W. Bly’s The Content Marketing Handbook. Buy it now from Amazon | Barnes & Noble 

If you want to ramp up your online marketing program, your first step should be to build a large, opt-in elist of customers and prospects (unless you already have one).

That’s because without a significant online “house file” (list of opt-in subscribers), you can only reach prospects in your niche by renting other marketers’ opt-in elists, which is hardly cost-effective: Each time you want to send another message, you have to rent the list again — and that can easily cost you hundreds of dollars for every thousand names on the list.

Some marketers buy databases containing the email addresses of business prospects in their niche market. This can work if you’re sending highly targeted emails on extremely relevant topics. But when you send email messages to people who haven’t opted in, you’re mostly asking for trouble. The CAN-SPAM Act, which established the rules for commercial email in 2003, doesn’t prohibit these messages. But people on these lists are much more likely to register spam complaints — and far less likely to buy from you.

The best online strategy for marketers is to build your own list of subscribers. This eliminates the cost of renting lists and prevents the spam complaints and lower response rates typical of non-opt-in lists.

When you own an opt-in elist covering a sizable percentage of your target market, you can communicate with your prospects and customers as often as you think is appropriate at minimal cost. And by using a double opt-in process that requires new subscribers to verify their identity before being added to your elist, you help minimize spam complaints and bounce-backs. In double opt-in, recipients subscribe using an online form. A pop-up window then appears, telling them to watch for a confirmation email asking them to confirm their opt-in. If they don’t confirm, they’re not added to the list. This prevents companies from registering other people for the list without their knowledge.

Building Your Elist

There are many online marketing options for building your elist, including pay-per-click advertising, postcard marketing, banner advertising, online ads in other marketers’ enewsletters, B2B co-registration deals, video marketing, viral marketing, editorial mentions in trade publications, online article marketing, affiliate marketing and social media — to name just a few.

When evaluating marketing methods for elist building, you must weigh the cost of acquiring the new name and the value that new name holds for your business.

To determine value, divide the total annual revenues generated by your online subscriber list by the number of names on that list. For example, if your 20,000 online subscribers account for $600,000 in annual sales, your subscriber value is $30 per name per year.

Say that using Google ads, you can drive traffic at a cost of $7 per click. Can you afford that? Yes, because that means you get one new subscriber for every two clicks you buy, which works out to just $14 per subscriber — within your $30 per new name limit.

Would it make more sense to base the allowable acquisition cost per new name on the lifetime customer value (LTCV) of online subscribers rather than just the average one-year revenue per name? Theoretically, yes. But you can only do that if you’ve been marketing online long enough to have reliable numbers on which to base LTCV estimates. Until you do, stick with the revenue per year per name figure as the baseline.

Publish a Free Enewsletter

The best way to build and regularly communicate with an opt-in list of prospects is to publish and distribute a free enewsletter on a specialized topic that’s related to your product line and of interest to your target prospects.

A free enewsletter benefits your online marketing efforts in two important ways. First, it gives you a standing free offer — a free subscription to your enewsletter — that you can use in your list-building efforts. Second, it ensures that you communicate with your subscribers on a regular basis, building your relationship with your online prospects while increasing the frequency of your branding messages and online marketing opportunities.

With the staggering number of free enewsletters competing for attention on the internet, however, it’s not enough to have a simple sign-up box on your homepage. You should offer a bribe (typically known as a lead-gen) to get visitors to subscribe. The best bribe is a free downloadable special report in exchange for opting into your elist.

For instance, if you sell supply chain management software and publish an enewsletter called The Strategic SCM Partner, offer a short bonus report called 7 Steps to Improving Supply Chain Management in Your Enterprise as a premium for new subscribers.

Drive traffic not to your home page or a standard subscription form, but to a special free-on-free name squeeze page—a separate landing page highlighting this offer. We call it a “name squeeze page” because it extracts or “squeezes” new names for your list from web traffic. “Free-on-free” means you’re offering free content (the report) to get people to accept your primary free offer (the subscription).

Also, put in place one or more mechanisms for capturing the email addresses of site visitors who don’t buy a product, download a demo, subscribe to your online newsletter, or take other actions that opt them into your elist.

For example, when they attempt to leave the site without purchasing or registering, have a window pop up to capture their email address with the headline “Wait! Don’t leave without claiming your free special report!”

The text explains they can get a free copy of your special report 7 Steps to Improving Supply Chain Management in Your Enterprise by entering their email address and clicking submit. If you’re not proactively making an effort to capture these email addresses, you’re leaving money on the table.

7 Amazingly Effective Lead Nurturing Tactics

They’re working on resolving the issue. Thank you for your patience. In the meantime, you can refresh this page or go back to the previous page. REQUEST ID: 57a8e97f7e50f009 IP ADDRESS: 209.222.98.129

They’re working on resolving the issue. Thank you for your patience.

In the meantime, you can refresh this page or go back to the previous page.

REQUEST ID: 57a8e97f7e50f009
IP ADDRESS: 209.222.98.129