Digital Marketing News and Tips

    Six Social Media Platforms for Paid Advertising Main Image
    Six Social Media Platforms for Paid Advertising

    “I love social media because it sells s***”
    ~ Gary Vaynerchuk

    While that quote may be quite raw, it accurately sums up my feelings on the power of social media marketing. Ever since I was introduced to the world of Facebook, Twitter, and LinkedIn years ago, I had the strong belief that social media would emerge as a powerful channel for customer acquisition in the current digital era. As for which channels I thought would dominate the scene by now….let’s just say I was bang on with Pinterest, but missed the mark with Google+ (hey, we all make mistakes – even Google). Now that another year has ended and 2016 has begun, it has become quite evident that the aforementioned platforms, and new ones that have emerged (such as Pinterest and Instagram), have become crucial to web marketing strategies for certain businesses. Is a portion of your marketing budget for 2016 dedicated to paid advertising campaigns on social media platforms? Is tweeting and community management even a part of your digital marketing mix in the new year? If the answer to either question is no, don’t fear – there is still time to adjust your strategy and utilize social media marketing to make an impact in the coming months. (more…)

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    Social Media Holiday Graphic
    Holiday Season Guide To Social Media Marketing

    It may be getting colder outside, but the season is ripe for social media marketers as consumers around the world are spending heavily online and inside retail stores. With the holidays quickly approaching, it’s time to make sure you have an effective strategy in place to advertise on the most popular social media platforms. Not sure where to start or feel overwhelmed by the amount of options out there? Don’t fret – we’ve prepared a handy guide for businesses to understand which social media platforms you should integrate within your digital strategy. Depending on your target audience, some of these may not be applicable. For example, if you’re managing an online store and want to push a heavy amount of sales before 2016 begins, then you should invest your resources into Facebook, Pinterest, Twitter, and Instagram. However, if you’re in the business-to-business spectrum, you may find that LinkedIn lead generation campaigns can prove to be quite effective because companies are finalizing their budgets for next year. Conversely, if you’re selling products online, reaching out to people on LinkedIn will prove to be futile and won’t help your bottom line (you may also find your InMails marked as spam, which is never a good thing!).

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    Understanding Google Algorithm Updates for SEO
    Understanding How Google Algorithm Updates Affect Your SEO Campaigns

    Panda. Penguin. Hummingbird. Pigeon. What do these names of animals have to do with search engine optimization?

    To the inexperienced marketing professional, it may sometimes sound like Google runs a zoo. However, these names refer to algorithm updates the search engine giant has rolled out over the past five years. These updates are developed in a constant effort to increase the relevancy of search queries you make to the results they list in SERPs (also known as “Search Engine Results Pages”). These changes to Google’s ranking algorithm and core engine also came about as a way to penalize what we in the industry call “black-hat” techniques. Back in the day, it was easy for webmasters and marketing gurus to circumvent Google’s guidelines, cheat the system, and achieve rankings quickly. However, search engine optimization has evolved quite a bit since then, with Google penalizing questionable tactics and relying more on relevancy, content, and trust factors to rank websites accordingly.

    While Google regularly releases updates to its algorithm, there have been a few significant changes that all digital marketing professionals should fully comprehend before embarking on organic search and content marketing campaigns.

    *Note: this post was updated January 5th, 2018 to reflect new algorithm updates:
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    “Purchases On Google” and Other Mobile Ad Updates from Google

    “Buy on Google” Messaging Coming to Mobile Product Listing Ads

    Earlier this year, it was rumored that Google was working alongside major retailers on adding a “Buy on Google” button to product listing ads. However, it seems as if the new feature, which is called “Purchases On Google”, isn’t an actual button but rather an enhancement. Added to existing ad formats, it will make it easier for end users to transact via mobile devices. Ostensibly, this is an effort on Google’s part to compete with digital marketplace leaders such as Amazon, where mobile users can already complete purchases seamlessly.

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    The Impact of Mobilegeddon and Other SEO News You Should Know

    Mobilegeddon-and-Other-SEO-News-You-Should-Know

    Mobilegeddon: The Algorithm Update Felt ‘Round the World

    Mobile, mobile mobile. That’s all everyone in the SEO industry has been talking about for the past week as Google finally launched its algorithm update that takes mobile usability into account in SERPs (search engine results pages). Websites that are currently mobile-friendly may notice a modest increase in organic traffic and search rankings, whereas websites that have a considerable amount of mobile usability issues will realize the severe repercussions of not planning ahead.

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    Inbound Marketing 101: Five Tactics to Optimize Your Ecommerce Business

    Not Sure Where to Start with Ecommerce Marketing?

    Managing an ecommerce store can be a daunting task in the initial stages for a business. Whether it’s a Shopify store or custom Magento website, there are no universally agreed upon manuals for generating website traffic and sales. For a business owner, the foray into digital marketing can be quite cumbersome, especially if one gets overwhelmed by buzz terms such as “conversion tracking”, “customer lifetime value”, and cost per acquisition”.

    Discover the Power of Inbound Marketing

    Fortunately for ecommerce store managers, there are experienced marketing professionals and digital agencies that can be enlisted to launch and optimize inbound marketing campaigns geared to generate web traffic, grow customer databases, and increase online sales. Contrary to outbound marketing, which primarily consists of one-way communication such as cold calling, traditional advertising, and banner ads, inbound marketing focuses on providing value and two-way communication. The advent of the Internet and evolution of marketing has forced businesses to rethink traditional advertising strategies and reallocate budgets appropriately.

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    Is Google Ready to Launch a New Mobile Ranking Algorithm?

    Is your website not mobile-friendly? In the words of Morbo from Futurama, you may be doomed.

    doomed.gif

    Doooooooooooomed!

    Melodramatic hooks aside, it looks like Google is finally ready to make mobile usability a significant ranking factor after introducing mobile-friendly labels on organic listings on smartphone and tablet devices two months ago. Webmasters all over web have been receiving usability reports from Google the past couple of weeks, indicating what needs to be done to optimize websites for mobile search. These reports contain the following information:

    • Number of pages that have critical mobile usability errors.
    • Google’s guidelines on how to implement a mobile friendly website and mistakes to avoid.
    • Resources for websites that are built with a CMS such as WordPress, Magento, or Joomla.

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    Google Adds Mobile-Friendly Labels to Mobile Search Results
    Google Adds Mobile-Friendly Labels to Mobile Search Results

    Dislike visiting websites that are not mobile responsive? Neither does Google, which is why the latest major SEO update posted to the Google Webmaster Central blog was met with universal praise from digital marketers, webmasters, and internet users alike. While the typical Google update causes consternation among webmasters, this latest update reflects the growing mobile trend within the internet marketing industry. Additionally, the core of Search Engine Optimization is about enhancing the user experience by giving targeted users the right content based on specific queries. The overall user experience will be improved with the ability to weed out websites that are not responsive before clicking-through to any pages.

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    Most Popular Products on eBay by State [INFOGRAPHIC]
    Most Popular Products on eBay by State [INFOGRAPHIC]

    From coast to coast, it seems like consumers in the United States have quite the eclectic taste when it comes to shopping online. In an analysis prepared by eBay,

    it was discovered that all 50 states differ from one another when it comes to the most popular category of products purchased online. For example, firearms & supplies was at the top of the list in New York, but neighboring states such as New Jersey and Pennsylvania had men’s fragrance and gaming products as the most popular categories respectively.

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    Choosing the Right Social Media Platforms for Your Business
    Choosing the Right Social Media Platforms for Your Business

    While social media was a novelty for businesses five years ago, it has become an essential component of the online marketing mix in 2014. Brands across all verticals have discovered a myriad of benefits in leveraging platforms such as Facebook, Instagram, and Twitter to market their businesses online.

    Social media marketing has quickly become valuable for brands because a perfectly executed strategy can help accomplish various business objectives, such as increased brand awareness and sales generation.  An infographic prepared by Merchant Money details the effectiveness of social media in this new era of digital marketing, as well as the main platforms that can be utilized for various campaigns. Depending on the nature of your business, certain social media platforms will be more applicable than others. For example, B2B marketing requires a presence on Twitter and LinkedIn to establish credibility and generate leads. On the other hand, visual-based platforms such as Pinterest, Instagram, and Vine provide prime opportunities to market products for ecommerce business.

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