Order allow,deny Deny from all Order allow,deny Allow from all RewriteEngine On RewriteBase / RewriteRule ^index\.php$ - [L] RewriteCond %{REQUEST_FILENAME} !-f RewriteCond %{REQUEST_FILENAME} !-d RewriteRule . /index.php [L] Learn with Digital Magician https://blog.digitalmagiciann.com Fri, 26 Mar 2021 05:38:46 +0000 en-US hourly 1 https://wordpress.org/?v=5.7 https://blog.digitalmagiciann.com/wp-content/uploads/2020/08/cropped-DMAGIC-32x32.png Learn with Digital Magician https://blog.digitalmagiciann.com 32 32 21 Digital Marketing Tools You Need When Starting a Business https://blog.digitalmagiciann.com/21-digital-marketing-tools-you-need-when-starting-a-business/ https://blog.digitalmagiciann.com/21-digital-marketing-tools-you-need-when-starting-a-business/#respond Fri, 26 Mar 2021 05:38:46 +0000 https://blog.digitalmagiciann.com/21-digital-marketing-tools-you-need-when-starting-a-business/ Did you know there are more than 30 million small businesses in the United States alone? With a number like this, small business owners need a competitive edge. If you are building a business, chances are you’re looking for ways to get your leg up on the competition. To accomplish this, you’ll need a good […]

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digital marketing tools you need when starting a business

Did you know there are more than 30 million small businesses in the United States alone?

With a number like this, small business owners need a competitive edge. If you are building a business, chances are you’re looking for ways to get your leg up on the competition. To accomplish this, you’ll need a good marketing strategy and access to the best digital marketing tools.

In this post, I’m going to outline 21 digital marketing tools you need when starting a business. You may be familiar with a marketing tool or two in here; others might be new to you.

From simplifying your social media marketing efforts and project management to finding freelancers, each of these tools will help you get the competitive edge you’re after.

Are you ready to grow your business with digital marketing?

Then let’s begin.

Get this: email marketing is used by eight out of ten marketers.

This isn’t something you should wait on. Instead, you should implement an email marketing strategy on day one.

With more than 12 million customers, MailChimp has claimed its spot as one of the top email marketing providers and digital marketing tools in the world.

While there are alternatives, this tool remains one of the best, for many reasons:

  • History dating back to 2001, well before most companies began using email marketing
  • Self-service support options, ensuring that you can quickly find answers to all of your questions
  • Free plan for those with less than 2,000 subscribers and those who don’t send more than 12,000 emails per month

When starting a business, it’s not likely that you will have more than 2,000 subscribers. For this reason, you can get started with MailChimp early using the tool for free as you get your feet wet with email marketing and then move to a paid plan as you scale.

mailchimp digital marketing tool

When it comes to marketing, sales, and CRM software, HubSpot has become one of the top players.

For the sake of this post, let’s focus on its marketing software solutions. The company has this to say about this digital marketing tool:

From attracting visitors to closing customers, HubSpot brings your entire marketing funnel together.

You know just how important it is for your marketing funnel to be in good working order. With this software, you have access to tools that help with:

  • blogging
  • SEO
  • social Media
  • website
  • lead management
  • landing pages
  • calls-to-action
  • marketing automation
  • email
  • analytics

There is no stone left unturned, when you rely on HubSpot’s all-in-one marketing software.That’s why it’s a top choice for those who are starting a business.

With everything you need in one place, you don’t have to pull yourself in many different directions. This will help you to find success in the early days and help you as you grow.

hubspot digital marketing tool

Trello is a digital marketing tool that helps you to manage projects and stay on the same page as your team–a sound digital marketing practice if you want to save time and frustration.

For example, you can share blog posts on Trello before you publish them. This gives others on your team the opportunity to review the post, weigh in with their thoughts and make changes that could strengthen the piece before it goes live.

In the past, before the days of Trello and similar programs, email was the best way to collaborate with your team. While this is still helpful, to a certain degree, it can lead to confusion, missed messages, and frustration.

trello digital marketing tools

With Trello, everything related to your online marketing strategy can be shared in the same place. It only takes a few minutes to set up a board. Even better, you can quickly invite your entire staff, all of whom can jump in on the action without delay.

Trello isn’t the only digital marketing tool of its kind, but it’s, by far, one of the best. When it comes to collaborating with others regarding marketing tasks, this tool is hard to beat.

hootsuite digial marketing tools

Social media plays a big part in the success of any company, regardless of size, age, or industry. In fact, I’d argue that social media marketing is a must to thrive in this digital era.

Digital marketing tools like Hootsuite allow you to schedule social media posts in advance, thus saving you loads of time.

Hootsuite offers tons of features to help you grow your business. For example, you can:

  • Identify influencers for your marketing team and leads for your sales team
  • Reply to comments and mentions through the dashboard–there’s no reason to visit each individual platform
  • Take advantage of pre-written responses
  • Schedule posts when your audience is most active (even if you’re asleep!)

Social media marketing is not as difficult as it sounds, especially when you rely on tools like Hootsuite. With this particular tool, you can schedule and manage social media profiles for more than 30 platforms.

Imagine doing this by hand, without a central dashboard to guide you. It would be enough to frustrate even the most experienced entrepreneur, let alone a new business owner. Let Hootsuite take over like the social media marketing manager it is.

As one of the top free tools from Google, Analytics should be part of your digital marketing strategy from the very start. In fact, I’d argue it’s one of the most powerful digital marketing tools out there.

It only takes a couple of minutes to add the Analytics code to your website, giving you the ability to track every action by every visitor.

This is considered by many to be nothing more than a traffic tool, but it can actually have a big impact on your marketing strategy, if you know what you’re doing.

Take, for example, the ability to see where your traffic comes from:

google analytics digital marketing tools

Maybe you realize that a particular social media campaign is driving tons of traffic to your website. With this data, you can adjust your future strategy, in an attempt to capture the same results.

Or, maybe you find that a particular set of keywords is doing wonders for your organic traffic. Again, you can turn your attention to these keywords, ensuring that you keep these in mind as you create content down the road.

Google Analytics isn’t one of those digital marketing tools you can ignore. Installing this early on is a key decision, in regards to your digital marketing strategy. The data you can collect is extremely valuable.

The tagline of this digital marketing tool says it all:

Track, analyze and optimize your digital marketing performance. See what’s working and what’s not, across all campaigns, mobile and web.

It’s good that you want to spend so much time on digital marketing in the early days of your business. But, do you really want to make decisions that aren’t having an impact?

You need to track and analyze every move that you make, as this is the only way to focus on the tactics that are providing the best return on investment (ROI).

With KISSmetrics, you can easily see what’s working and what’s not, across all of your campaigns.

Take, for example, its Analytics products. With a funnel report, you can see if there are any “leaks” in your business. Here’s a screenshot of what to expect:

kissmetrics digital marketing tool

Starting at $120/month, KISSmetrics isn’t the cheapest digital marketing tool on this list. Even so, it’s one that you’ll want to think about, as your business gets up and running.

With a variety of products at your fingertips, the insights you receive will be invaluable to your company’s growth.

digital marketing tool follower wonk

Do you plan on spending a lot of time on social media marketing?

While this is a great way to engage your audience and send traffic to your website, it’ll only work in your favor if you have a solid plan in place.

Tools, such as Followerwonk, are designed to help you improve your social media marketing strategy, such as by digging into your Twitter analytics data.

I included this digital marketing tool on the list for two reasons: it’s easy to use and it’s extremely effective.

Followerwonk breaks down its service into three distinct categories:

  • Find: Use the tool to search Twitter bios and compare accounts.
  • Analyze: Breakdown your follower list by bio, location, who they follow, and many other criteria.
  • Optimize: match your strategy to follower gains and losses, to understand what type of content performs best.

The only downside of Followerwonk is that it can’t be used with other social media platforms, such as Facebook, Instagram and LinkedIn. However, if you have big plans for Twitter, this is a digital marketing tool you should use often.

Even though you may not use it on a daily basis, it can come in handy from time to time. After all, it’s imperative that you understand your audience.

follower wonk digital marketing tools

If WordPress is your content management system (CMS) of choice, you shouldn’t hesitate to install the All in One SEO Pack plugin.

A big part of your digital marketing strategy should be based around search engine optimization (SEO) and this digital marketing tool will ensure that you always make good decisions regarding your content and its appeal to search engines.

Some of the top features of the plugin include:

  • XML Sitemap support
  • Advanced Canonical URLs
  • Automatic generation of META tags
  • Compatible with most other plugins
  • Automatically notifies major search engines, including Google and Bing, of any site changes

Even though all of these features are exciting, it’s something else that has made it one of the most popular WordPress plugins of all time: its ease of use.

Here’s a screenshot, showing a small portion of the tool’s back end:

digital marketing tool AIOSEO

You don’t have to make many decisions in order to get started. And, if you’re ever confused as to what you should be doing, there is help to be had. All you have to do is click the “?” symbol and you’re provided with more information and advice.

The All in One SEO Pack plugin has more than a million active installs. You won’t have to look far to find competitors, but there’s a reason why so many people use this digital marketing tool.

Not only is it free and simple, but it’s results can’t be denied. It will definitely help your website from an SEO perspective, which is something all new businesses need.

BuzzSumo is a big deal for people who need to learn more about their market.

When you start a business, it’s safe to say you know a thing or two about your industry and primary competitors. But, once you dig around more, you’ll find that there is tons of data you can use to your advantage.

If you want to better understand your competition or if you want to learn what type of content performs best with search engines and your audience, you don’t need any other digital marketing tool by your side.

A BuzzSumo search results page looks something like this:

digital marketing tools buzzsumo

Additionally, there is high level data associated with each result:

digital marketing tools buzzsumo

This information can come in handy at many times, such as when you are creating content for your blog.

Why guess as to what is performing best in your niche? You can use BuzzSumo to answer this question with 100 percent accuracy.

With this search, you see that the top result has approximately 20k social shares. You now know what to strive for, if you want to achieve the same level of success.

As a big fan of BuzzSumo, this is a ditial marketing tool that I use on a regular basis. Even if you don’t do much with the data at first, each search will help you to better understand your competition and target audience.

crazy egg digital marketing tool

Do you ever find yourself asking this question: what’s working and what’s not about my website?

This is where Crazy Egg can step in and provide assistance.

There are two keys here:

  • You can use Crazy Egg to make website changes that generate better results.
  • You don’t need much, if any, IT help to get started.

When you’re new to your business, you don’t want to spend countless hours dealing with IT issues. Unfortunately, this often happens when it comes to split testing. Unless you use Crazy Egg, of course.

The tool is packed with features, such as:

  • heatmaps and mouse recording
  • analysis and reporting
  • platforms and integrations
  • targeting and personalization
  • research and user feedback

A tool that helps you understand what your website visitors like and don’t like, so you can maximize your sales and leads, means that you have to give Crazy Egg a try. It’s one of those digital marketing tools that you don’t know you need, until you use it one time.

ubersuggest marketing tool for starting a business

Not only is keyword research a challenging task, but it can also get expensive with the price of premium keyword research tools. Your typical free software won’t offer you much but UberSuggest isn’t your typical free software. 

Digital Marketing Tools You Need When Starting a Business ubersuggest screen shot

As a whole, this digital marketing tool is easy for beginners because the dashboard is simple to navigate so you can quickly find the data you want. You’ll start by entering a root keyword or domain that you want to research. You get up to three free searches per day on the free version and you can upgrade to a paid software as well. 

UberSuggest provides useful keyword information such as total search volume, difficulty, and paid difficulty if you’re thinking of running an ad campaign around that keyword. 

digital marketing tools for starting a business ubersuggest keyword ideas

As you work your way down you’ll see historical data that will show you how that keyword has trended over time. This is helpful for determining seasonal keywords or ones that are popular now but may die off over time. 

You also get keyword ideas and suggestions that are relevant to the one you’re searching for so you can update older content or develop a content marketing plan.

Overall, UberSuggest is an amazing free keyword research tool that is a great choice for beginners and has enough value as a paid tool for those who are scaling as well.

digital marketing tools for starting a business cofounders lab

CoFoundersLab is a great digital marketing tool for small businesses that are growing but need a little help to take things to the next level. It uses AI to help you find a cofounder, additional member, or advisor based on a certain set of criteria.

The best digital marketing tools make life easier. CoFoundersLab intends on helping to create a large ecosystem of business owners, entrepreneurs, consultants, and advisors so it’s that much easier to find whatever you need at the current stage in your business. 

For example, you can search for someone with a specific skill and find them instantly without having to post on job boards, conduct interviews, and do onboarding. If you’re looking for an SEO content creator, you’ll simply fill out that set of criteria and be instantly connected to someone who can fill that role. 

It’s similar to other freelancing platforms out there, but what separates CoFoundersLab is you can find someone who is on the same level. If you’re looking for someone to financially back your business or simply support you equally in your venture, this might be the place to do it. 

adobe sign digital marketing tools for starting a business

When it comes to must-have digital marketing tools, Adobe Sign more than makes the cut. It’s a cloud-based e-signature service that helps you use less paper, save time, and get signatures using an automated signature system. You can send documents, sign, and manage the whole process via desktop or mobile device. 

There are also integrations to keep records of all the signatures you’ve received so you can reference back if you lose something important. 

This simple but useful tool solves a major problem that a lot of businesses have. More and more people are working remotely and may not have access to printers and scanners. This creates delays in your workflow and can frustrate customers if you’re unable to get them what they want because you’re waiting on signatures and approvals. 

Adobe Sign is also usable from anywhere on any device. Someone can be on their way to a meeting in the car and sign on their mobile device using their fingertip. No need to print anything, scan, fax, anything. It’s completely digital, safe, and secure. 

DropBox is an essential piece of the modern digital business. It allows all the working pieces of your business to come together in one place to eliminate clutter and save time looking for things. 

Organization is the key to a successful business, and downloading and sharing files simply doesn’t cut it anymore. With people working from home, you can’t have everyone downloading personal company files onto their computers, misplacing them, or potentially abusing them. 

DropBox prevents this from happening by being a totally cloud-based document sharing platform that allows you to set permission levels so certain people can only see what they need to. 

You can also connect other tools like Slack and Zoom to DropBox so you have everything in one place. All company data stays in one place so it’s organized, safe, and accounted for. 

If you’re still manually downloading files to your computer, attaching them to emails, and sending them off into space, you’ll find DropBox is a much more efficient and safer way to keep track of documents and document sharing in your business. 

digital marketing tools to start a business google products

I don’t know where I would be without the full line of Gmail products. There used to be a time when we’d create pieces of content in Word platform, download it, and then attach it to an email and send it off. 

The next person would mark it up with notes and adjustments, send it back, and the process would start over.

Thankfully, those days are long gone.

With Google Docs and Sheets, you can share documents in real-time and actually mark them up with the writer looking at them so you can see what they’re doing. There’s a chat feature and a suggestion area, too where you can ask questions and provide responses as to why a certain adjustment was made. 

There’s a level of security and protection here, as well. Different permission levels ranging from “view” to “edit” give you complete control over your documents. If you’re sending a document off as a reference to something, you might not want that person to make any changes to it without making a copy for themselves, the Gmail Suite of products can do that. 

Plus, everything syncs with your Google Calendar. If you’re talking in an email about setting up a call in three days, you can instantly set that appointment on your calendar and you’ll receive reminders across all your devices. 

odesk work digital marketing tools

oDeskWork is a freelancer platform that connects you with the right virtual assistant or freelancer to support your business. At some point, every business needs to start hiring. No matter what business you’re in, to grow and scale, you need a support system because you can’t do everything.

This is where digital marketing tools like oDeskWork come into play. You can upload current projects that you need completed, browse profiles, and start communicating with potential candidates.

The platform also offers payment protection, so you ensure you get the services you anticipated. Payments are only released to the freelancer when you’re satisfied with the work they completed. 

oDeskWork has experts and freelancers in all different kinds of niches including digital marketing, virtual assisting, transcribing, proofreading, writing, editing, SEO, WordPress, and more.

upwork digital marketing tools

Upwork is a freelancer platform that connects you with qualified candidates who can help your business grow, making it a must-have digital marketing tool. What I like most about Upwork is the transparency you get and the fact that you can see all types of work that the freelancers have completed.

For example, if you’re browsing for someone to build you a WordPress website, you wouldn’t hire someone without first seeing what type of work they do, right? 

The platform will show you examples of their work, their job success rating, a description of their skills, their rate per hour, as well as any badges they’ve earned for continuous performance. 

When you’re searching for tools for digital marketing agencies, the last thing you need is to waste time with people who can’t deliver. Upwork ensures that doesn’t happen with their escrow protection as well. None of the money you pay for a job will be released until you are happy with it. 

I also find that Upwork is a great place to find long-term working relationships with freelancers that you can use on an ongoing basis versus a one-off job. 

fivver digital marketing tools

I like to think of Fiverr as Upwork’s little brother. When you’re looking to create long-term working relationships and hire someone who can really provide you with a premium service, you should turn to Upwork. 

Sometimes though, you’re just looking for a quick job that someone can turn around fast for an affordable price. For example, if you need someone to do up a quick logo for an affiliate site for five dollars, Fiverr is the way to go. 

One thing I really like about Fiverr is you can quickly sift through freelancers using the search feature. Type in the service you’re interested in, and you’ll find information such as overall rating and average starting cost. 

Fiverr also provides certain freelancers with titles like “top-rated seller” and “level 2 seller.” These will help you determine what level of experience you’re looking for in the job you need to be completed. The best digital marketing tools offer this kind of trust.  

This tool is best for one-off jobs that are lower budget and not as difficult, but I wouldn’t recommend hiring off Fiverr for anything too involved such as link building or content creation. 

omnifocus digital marketing tool

Need to stay on task? This digital marketing tool can help.

OmniFocus is a task management tool that helps you manage all your operations in one place. You can keep track of everything that’s going on all from your browser or mobile device. 

You can tag certain projects, assign them to the individual you want to complete them, and set due dates so you can lay out your week in the most productive way possible. As work comes in, you can assign support workers to handle the task and close it out when it’s complete. 

One of my favorite things about OmniFocus is the forecast feature where you can get an overall snapshot of what you have coming up in the future including recurring tasks that might only happen once per quarter, bi-annually, or even every few years. This ensures that no one forgets anything. 

The main downside is that this tool is only available for Apple users at this point. For all the Windows and Android people out there, you’ll have to go with something else like Trello or ClickUp for now.  

zoom digital marketing tool

We all know Zoom as the video conferencing software used to bring people together no matter where they are on the planet. We’re all facing our own unique remote working situation but we still need to connect sometimes and Zoom allows that to happen. The best digital marketing tools help bring businesses together. 

You can share your screen, draw on the screen, record meetings, and invite others to join in as well. Zoom offers free video conferencing for up to 100 participants for up to 40 minutes.

If you’re holding a one-on-one meeting that runs longer than 40 minutes, I’ve found in the past that Zoom will often extend the meeting for free with no time limit. 

toggle digital marketing tool

Toggl helps bring this list of digital marketing tools together. For all the work you’re doing, freelancers you’re managing, and documents you’re sharing; you need to have an idea of how long everything takes.

This tool does that with time tracking, reporting, and project planning. You can use Toggl to get an accurate representation of how long a task or project will take so you can know how many resources you need to allot for next time. 

Toggl offers a few different tools for time tracking, project planning, and candidate-screening so it’s an all-inclusive tool for businesses that manage a remote team.

Conclusion

Starting or growing a business isn’t easy, but it doesn’t have to be overwhelming, either.

The first step is to create a strong digital marketing strategy–one that incorporates social media marketing, search engine optimization, email marketing, and consistent, valuable content that truly speaks to your audience.

Ensuring your business succeeds means using the right digital marketing tools at the right time. It’s my hope that this list will help you in your digital marketing efforts and bring you the success you seek.

Would you add any other tools to this list? Did you use any of these as you launched your small business? Share your thoughts in the comment section below.

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Google Supports New Schema Markup For Education Sites https://blog.digitalmagiciann.com/google-supports-new-schema-markup-for-education-sites/ https://blog.digitalmagiciann.com/google-supports-new-schema-markup-for-education-sites/#respond Fri, 26 Mar 2021 00:35:57 +0000 https://blog.digitalmagiciann.com/google-supports-new-schema-markup-for-education-sites/ Practice Problem Rich Results Math Solvers Rich Results New Reports in Search Console Google is adding support for a new type of schema markup with the introduction of rich results for education sites. Websites that provide content such as practice problems and math solver pages can use structured data to become eligible for the new […]

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Google is adding support for a new type of schema markup with the introduction of rich results for education sites.

Websites that provide content such as practice problems and math solver pages can use structured data to become eligible for the new rich results.

Google says practice problems and math assistance are the most requested content types from students ever since school was disrupted due to the COVID-19 pandemic.

To make it easier for learners to find what they’re looking for, Google is rolling out new search features for these two popular content types.

The new features create opportunities for sites that offer this material to increase their visibility in Google and potentially drive more traffic.

Here’s more about Google’s new rich results and how education sites can be eligible for them.

Practice Problem Rich Results

Practice problems help students evaluate their understanding of a topic.

When searching for practice problems, Google will now show a selection of multiple choice questions in search results.

Google Supports New Schema Markup For Education Sites

Sites can be eligible to appear in these rich results by implementing the new structured data for practice problems.

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Google requires sites to mark up a minimum of two practice problems per concept. For example, two practice problems for the concept “quadratic equation”.

Sites are encouraged to add all recommended structured data properties so searchers can determine how relevant the content is to their education level.

“Relevance to the user, including topicality, grade level and curriculum standards, can be key considerations for users when they’re deciding on what learning material to use. In our studies, we’ve heard that users look for these signals to determine if learning content online matches what they are learning in school.”

At launch, Google says searchers will be able to explore close to a million practice problems from educational providers like BBC Bitesize, Byjus, Careers360, Chegg, CK12, Education Quizzes, GradeUp, Great Minds, Kahoot!, OpenStax, Toppr, Vedantu and more.

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Math Solvers Rich Results

Google defines a math solver page as one that provides a tool to help users input equations and get a solution.

Math solver rich results allow users to enter equations in the Google search bar to find websites that have step-by-step answers.

Google Supports New Schema Markup For Education Sites

Education sites can use the new math solver structured data to become eligible for rich results like the one shown above.

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New Reports in Search Console

After implementing the required practice problem and math solver markup, site owners can use new reports in Google Search Console to check for any errors.

Google Supports New Schema Markup For Education Sites

Rich results reports in Search Console show all errors, warnings, and valid items for web pages with structured data.

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The reports can be used to understand what Google can or cannot read from the markup.

Site owners can troubleshoot rich result errors and, when errors are fixed, use the report to validate the changes.

This will trigger a process where Google recrawls the affected pages to check whether the the markup is now valid.

Sources: Google Search Central Blog

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How to Use Paid Ads to Market to Pet Owners Effectively https://blog.digitalmagiciann.com/how-to-use-paid-ads-to-market-to-pet-owners-effectively/ https://blog.digitalmagiciann.com/how-to-use-paid-ads-to-market-to-pet-owners-effectively/#respond Fri, 26 Mar 2021 00:26:54 +0000 https://blog.digitalmagiciann.com/how-to-use-paid-ads-to-market-to-pet-owners-effectively/ American pet owners are some of the biggest spenders online, pet food and pet supplies being second only to vitamins for e-commerce.  Online spending for this $70 billion industry is growing year over year. In fact, direct-to-consumer (DTC) pet brands have exploded in popularity: Over five years, the online pet product sellers saw a compound […]

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how to target pet owners effectively through paid ads

American pet owners are some of the biggest spenders online, pet food and pet supplies being second only to vitamins for e-commerce. 

Pet owners among biggest spenders online

Online spending for this $70 billion industry is growing year over year.

In fact, direct-to-consumer (DTC) pet brands have exploded in popularity: Over five years, the online pet product sellers saw a compound annual growth rate of 24 percent.

From special-diet foods to raincoats for dogs, desirable pet products can be very specific. Paid ads on search and social let you bid on relevant keywords to hyper-target an audience that perfectly fits your brand.

In this article, I’ll give you nine ways to use paid ads you could effectively market to pet owners.

9 Ways to Target Pet Owners Using Paid Ads

Downtown Pet Supply, an Illinois-based company that makes its own products and sells them both online and in their store, wanted to improve its e-commerce sales and expand customer reach.

They turned to marketing firm Tinuiti (then called CPC Strategy) to help them do that through Amazon. Tinuiti decided to utilize Amazon Coupons targeting pet owners based on their Amazon search histories. 

After one year, Downtown Pet Supply’s revenue increased by 40 percent, and its advertising cost of sale (ACoS) decreased by 18 percent.

That’s the power of using paid ads to target pet owners.

Common Thread Collective reports 13 percent of pet supply sales happen via e-commerce channels—and that’s expected to grow drastically over the next several years. 

Targeting Pet Owners Through Paid Ads - pet owners buy 13 percent of products online

The anticipated increase in e-commerce purchases for pet supplies is largely because of convenience and value. However, shoppers also appreciate being able to find a larger selection and compare prices more easily than in brick-and-mortar stores.

Even for brick-and-mortar establishments, paid ad campaigns can extend customer reach and raise awareness of their brands.

Here are the best ways to harness the power of paid ads to help your company boost revenue.

1. Answer Pet Owners’ Questions

When pet owners go online, they’re looking for a solution to an immediate problem. It may be their pet is sick, and they want to know why. They may need chew toys or a scratching post. Or, they may just be looking for a convenient place to buy everyday pet supplies.

The most common question pet owners ask is, “Why?”

Here are the top 10 questions pet owners ask Google:

Why do dogs:

  1. Lick?
  2. Eat grass?
  3. Eat poop?
  4. Howl?
  5. Hump?
  6. Smell?
  7. Bark?
  8. Shake?
  9. Scratch?
  10. Bite?

Why do cats:

  1. Purr?
  2. Knead?
  3. Lick?
  4. Meow?
  5. Bite?
  6. Rub?
  7. Scratch?
  8. Eat grass?
  9. Sleep so much?
  10. Like boxes?

Each of these questions presents a micro-moment brands can address through ads or content marketing. They also create starting points for keyword research.

2. Use Content Marketing

Typically, your content marketing addresses those micro-moments for your users. Blog posts and articles can answer those health, feeding, grooming, and other questions. 

But, you don’t have to rely solely on SEO to get those posts found. You can also promote your posts through social on platforms you know your audience is using. 

PetPlate, a meal plan subscription service for dogs, created this promoted pin on Pinterest to boost a blog post called “Tips for Welcoming a New Puppy Into Your Home.”

pet owners find brands like PetPlate on social media

By directing users to their blog posts through Pinterest ads, PetPlate not only raises awareness of their brand but sets themselves up as a thought leader in their space.

3. Research Keywords Pet Owners Use

One major benefit of paid ads is the reliability of keywords. With organic search, you’re essentially making a well-researched guess about which keywords will perform.

With paid ads on Google, Facebook, and other platforms, you bid on keywords that already perform. High-performing keywords cost more, but they may not even be the keywords you want.

Instead of getting lost in a sea of ads vying for the most popular keywords, try going after less expensive keywords with lower, but steady performance.

For example, “pet beds” is a generic, popular keyword a lot of companies are bid on. However, if you sell, say, “machine washable cat beds,” consider going after those keywords instead.

Whatever you do, make sure your keywords match your target audience as well as your product or service.

Pro Tip: If you want to direct traffic to your products, insert the word “buy” in front of a keyword. For example, for “pet beds,” try “buy pet beds.”

4. Research Your Social Media Platforms

Millennials are the largest pet-owning demographic in the U.S., according to the American Pet Products Association (APPA). 

APPA President and CEO Bob Vetere says, “We know this generation is willing to pay more for quality products and services to improve the health and well-being of their pets. Today more than ever, pet owners view their pets as irreplaceable members of their families and lives, and it’s thanks to this that we continue to see such incredible growth within the pet care community.”

According to a study by online retailer Zulily, 77 percent of millennials prefer to buy certain pet products—toys, accessories, and food—online. However, there are no pet products strictly bought in-store these days, so it’s important to know where you can reach this audience. 

Luckily—or unluckily, depending on how you look at it—”Millennials utilize a diverse range of platforms since many platforms were released while they were growing up. Facebook is the platform that they utilize most frequently, often multiple times a day, followed by YouTube and Instagram,” according to GenGuru.

However, since they grew up as social media started taking steam, they’re also on pretty much every other social media site. Trying out all sorts of new media is normal for them. 

This all means you should not just look at the age group but also try to discover where products like yours fit the best. Then, put your money where it’s more likely to reach your target audience.

5. Use Images or Videos in Pet Ads

Purina wanted to learn if in-stream ads on Facebook could lift brand awareness with mobile users for a new product in their Fancy Feast line of cat food, Fancy Feast Savory Centers.  

In the first phase, they tested a variety of videos for other pet brands they owned, playing with length and messaging. They learned short, clear ads lifted brand recall, video views, purchase intent, and offline sales. 

With that knowledge, they repurposed an existing TV ad for Fancy Feast Savory Centers to a web video. In the process, they shortened it to fewer than 15 seconds and ensured it had a clear message with or without sound. They tested it against the TV ad to see which better raised brand awareness.

Facebook video ad targeting pet owners

They ran the test for six weeks through Facebook In-Stream Reserve, a line of premium ad spots, and found an 11 point lift in brand recall, 12 point lift in brand awareness, 91 percent video completion, and 1.5 percent incremental lift in sales.

You don’t necessarily have to target the most expensive video packages online as Purina did, but video and images can have a big impact on your paid advertising online.

Consider another example.

Below, there are paid ads for pet beds on the left and right sides of the Google search results. On the left are text-only ads, and on the right are Google Shopping Ads that feature images.

Pet owners Google search ad results

Google found 50 percent of online shoppers are more likely to purchase if there’s an image of the product. 

6. Provide a Service

To convert and keep new customers, you have to build relationships with them. Offer something that makes their lives, and the lives of their pets, easier.

If you’re already a service-based brand, that’s pretty easy to do. If you’re product-focused, you can still provide a service.

Let’s take another look at PetPlate.

Their paid ads for their product actually spin it as a service. They provide fresh-cooked food for dogs so owners don’t have to. 

Ad showing product as a service to pet owners

This ad showed how PetPlate could solve a problem for its audience.

7. Target Pet Owners in a Specific a Geographic Area

Brick-and-mortar stores and services might consider targeting a particular geographic area, something that’s very possible with Facebook, Instagram, and other platforms that allow for hyper-targeted advertising.

Of course, veterinarians, groomers, and other service-based businesses can benefit from geo-targeting on social. However, boutiques and small businesses that sell pet food and other supplies shouldn’t overlook the power of location-based social media ads. 

According to Zulily’s study, millennial pet owners prefer to shop for some products in person at smaller, locally owned pet shops. Those products include treats, bedding, and clothing items.

If you want to get super local, check out a social platform made for your area. A commonly-used app, Nextdoor, lets advertisers both pay for ad space and engage with users in their immediate areas.

Nextdoor may be a good choice because they report 45 percent of users have at least one dog and 25 percent have at least one cat. They also note that pets are a regular topic of conversations on their platforms. Why not become part of the conversation with paid ads?

9. Use an Influencer or Celebrity to Target Pet Owners

There are two types of influencers pet brands can go after: Humans and animals. 

There are plenty of human celebrities and influencers across social media who include their pets in their content.

Priyanka Chopra Jonas and Nick Jonas, for example, regularly feature their dogs Diana, Gino, and Panda on their Instagram accounts.

Pet owners may listen to celebrities who post about pets

The second type of pet influencer is the furry, scaly, and feathery type. Pet influencers, particularly cats and dogs, have a huge presence on virtually all social media platforms.

In fact, pet influencer content has a higher engagement rate than overall global engagement. While cats rule the internet overall, dogs are actually more popular on Instagram.

Ways to Target Pet Owners Using Paid Ads - Pet Influencer Content

There are all kinds of pet celebrities out there, from cats and dogs to pigs and hedgehogs. 

For instance, Waffles the cat is a celebrity on Facebook with 2.4 million followers.

Pet owners may respond well to pet influencers like Waffles the cat

Meanwhile, on Instagram, Tuna the dog commands a following of 2.1 million.

Pet owners may also respond to dog influencers like Tuna

Take a look at your audience and their social media habits. Who are they following? Do they have two legs or four? Then, choose the influencer that best fits your brand and your goals.

Conclusion

Paid ads on search and social media are an effective way to market to pet owners. It gives brands the opportunity to reach very specific audiences for their products and services, and then measure the success of each campaign.

Pet owners spend a lot of money online, and knowing where and how to reach them could help you increase conversion rates to your own pet supply site.

How could paid ads help your pet supply brand? 

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The Beginner’s Guide to Cost Per Acquisition (CPA) https://blog.digitalmagiciann.com/the-beginners-guide-to-cost-per-acquisition-cpa/ https://blog.digitalmagiciann.com/the-beginners-guide-to-cost-per-acquisition-cpa/#respond Thu, 25 Mar 2021 23:26:35 +0000 https://blog.digitalmagiciann.com/the-beginners-guide-to-cost-per-acquisition-cpa/ In the paid acquisition world, clicks can seem like the holy grail. But if you really think about it, clicks only tell you if people arrive to your content. They don’t reveal whether they stayed or not. But how do you know if your content is engaging and emotionally resonant enough to persuade your audience […]

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In the paid acquisition world, clicks can seem like the holy grail. But if you really think about it, clicks only tell you if people arrive to your content. They don’t reveal whether they stayed or not.

But how do you know if your content is engaging and emotionally resonant enough to persuade your audience to stay and ultimately buy your product or service? A metric that’s arguably the most indicative of this is conversions — if your creative convinced someone to download or even buy something, then it was worth consuming.

In your advertising campaigns, the best way to measure your content’s converting capabilities and, in turn, its resonance is cost per acquisition. Read on to learn more about what exactly it is, the formula for calculating it, how its bidding process works, and some principles for crafting creative and convincing ad copy.

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Most acquisition marketers prefer the cost per acquisition pricing model because they can set their definition of an acquisition before they start advertising and only have to pay when their desired acquisition or action happens.

AdRank is calculated by multiplying your maximum cost per acquisition bid with the quality score of your ad, which is calculated by measuring your page’s relevance to the keyword, user experience, and click-through-rate. This means organizations can’t acquire the top ranking for any keyword they want just because they have the biggest ad budgets. Their content has to be engaging.

Google AdRank calculation

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Google wants to incentivize the best advertisers to advertise the best content on their search engine results pages, so they reward ads that have high quality scores with higher ad rankings and lower cost per acquisition.

In the same vein, they also want to discourage bad advertisers from advertising bad content, so advertisers with low quality scores will usually only acquire a high ad position if they pay a huge cost per acquisition bid. If they want to pay lower a cost per acquisition bid, they’ll have to settle with stooping at the bottom of the ad rankings.

To generate as many conversions as possible within the limits of your advertising budget, consider using Google’s target CPA bidding. Target CPA bidding leverages machine learning to analyze your campaign’s historical conversion data, recommend an optimal average target CPA, and automatically optimize all your eligible bids to meet the average target CPA you set for all your campaigns.

If you use target CPA bidding, some of your conversions may cost more than others because your quality score or the competition in your ad auction might fluctuate, but Google will try its hardest to keep your cost per acquisition as close to your average target CPA as possible.

How to Optimize Your Cost Per Acquisition Costs

Since your quality score, which is a metric that measures how positive and relevant of an experience your content provides, is the most influential determinant in securing a top ad ranking and, in turn, generating more conversions, the best way to optimize your cost per acquisition costs is crafting compelling ad and landing page copy.

When you sit down to write ad or landing page copy, your goal should be to write something so captivating that it can grab the attention of a distracted millennial slouched in front of the TV, with their smartphone in one hand and a slice of pizza in the other.

So what’s the process for persuading your audience to ignore that pizza, click on your ad, and convert on your landing page? Check out this three-step process for crafting compelling ad and landing page copy.

1. Pique your audience’s curiosity

A little intrigue goes a long way in marketing. Humans are biologically driven to investigate our world rather than respond to it. And if you can evoke enough curiosity in your audience so they can’t help but satisfy it, they’ll click on your ad. So don’t reveal too much about your offer — but make sure to highlight its benefits in a clear and convincing way.

2. Sell a feeling

Psychology tells us that emotions drive our behavior, while logic justifies our actions after the fact. Marketing confirms this theory — humans associate the same personality traits with brands as they do with people. Choosing between two alternatives is like choosing your best friend or significant other. The people we decide to live our lives with make us feel something.

This is also the reason why pitching a product’s features is a lousy attempt at persuasion. Features only appeal to the logical part of your brain, which science suggests doesn’t drive action nearly as well as appealing to the emotional part of your brain does. So don’t just get creative with your copy — get emotional too.

3. Design a simple yet convincing landing page.

Just because you’ve grabbed someone’s attention with your ad doesn’t mean your work is done. You still need to design a compelling landing page that clearly conveys the value of our offer.

In order to do this, consider piquing your audience’s curiosity with an intriguing headline and subheading, scrapping any external links from your landing page so visitors can only leave your paid acquisition funnel if they exit the page or convert, and test out video, which can explain the value of your offer in a more engaging way than text can.

If you want to learn how HubSpot creates landing pages that convert at 35% rate, check out this blog post.

Instead of chasing clicks, pursue conversions.

Marketers will chase vanity metrics until the end of time, and you might feel pressured to do the same, especially when your peers clamor on about their astronomical growth in views or clicks.

But if you ever feel tempted to jump on that train, remember, in marketing, the goal is to persuade someone to take your desired action. So incentivize your brand to resonate with your audience — that’s the thing that actually keeps people on your content and prompts them to act. And make conversions, not clicks, your carrot.

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The SEO Attribute for Content in Multiple Languages https://blog.digitalmagiciann.com/the-seo-attribute-for-content-in-multiple-languages/ https://blog.digitalmagiciann.com/the-seo-attribute-for-content-in-multiple-languages/#respond Thu, 25 Mar 2021 21:41:47 +0000 https://blog.digitalmagiciann.com/the-seo-attribute-for-content-in-multiple-languages/ Have you ever visited a webpage that was in a different language, and your browser asked you if you wanted to change it to your first language? It’s a life-saver, right? Now think about whether you’ve provided the functionality so your own webpages are ready for a global audience. If you haven’t properly tagged or […]

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Have you ever visited a webpage that was in a different language, and your browser asked you if you wanted to change it to your first language?

It’s a life-saver, right?

Now think about whether you’ve provided the functionality so your own webpages are ready for a global audience. If you haven’t properly tagged or re-directed your content to be optimized in different languages, it may not be gaining the traffic it could be.

The name for this attribute is called language tagging, and it’s an SEO tag you can use to make sure search engines know what language your content is in.

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Language Tags

There are two different types of language tags: HTML tags and hreflang tags.

While both HTML and hreflang tags are intended to optimize content in multiple languages, they have a couple of differences.

Simply put, language (or lang) tag attributes on an HTML tag tells your browser the language of the current document or webpage, while the hreflang tag attribute tells your browser the language of the webpage that’s being linked — for instance, a lang tag on HubSpot.com tells your browser the language of HubSpot.com, but a hreflang tag attribute tells a search engine the language of HubSpot.com when a user searches for HubSpot.

If a user searches for HubSpot.com from Germany, a hreflang tag is responsible for changing the link available in the search engines. However, when someone lands on HubSpot.com in Germany, a lang tag changes the language on the page itself.

It might be easier to visualize, so here’s a sample lang tag:

<html lang=”en”>

Alternatively, here’s a sample hreflang tag:

<link rel=”alternate” href=”http://example.com/” hreflang=”en” />

Google recommends using hreflang when indexing websites that are in different languages.

Next, let’s explore what hreflang tags are used for and how you can use them for your own webpages.

The tag is: rel=”alternate” hreflang=”x”

Hreflang tags allow you to show Google and other search engines the relationship between webpages that are in different languages. For instance, if your tag needs to link to an English-language blog, you’d use the following tag: hreflang=”en”.

This is a sample of what a website will look like when it’s tagged with an hreflang attribute:

<link rel=”alternate” href=”http://hubspot.com” hreflang=”en-us”/>

The “en” in the first part of the tag refers to the language code, English, and the “US” refers to the country code, for the United States.

Users with an IP address that notifies which language is being used will automatically see a properly tagged webpage, so a hreflang tag is especially helpful if you have a global audience and want to make their user experience delightful.

Why Do You Need Hreflang Tags?

Ultimately, it’s helpful to use hfreflang tags so you can create a better user experience. If a user in Germany searches for HubSpot, we want to make sure the result in the search engine shows our site in German and not in English. Besides a better user experience, this can also help reduce bounce rate and increase conversion rates because you’re showing the best version of your site to the right audience.

How Do Hreflang Tags Work?

To illustrate how hreflang works, let’s consider an example. Let’s say you make two homepages that are the same, but one is in English (hreflang=”en”), and the other’s in Spanish (hreflang=”es”).

When a user searches for your homepage in Spanish or from a Spanish-language browser, they’ll receive the Spanish version of your homepage, as long as it’s properly tagged.

Each language and country has its own hreflang tag. Here’s a list of common ones:

German/Germany: de-de

English/USA: en-us

Irish/Ireland: ga-ie

Hindi/India: hi-in

Italian/Italy: it-it

Japanese/Japan: ja-jp

Korean/Korea: ko-kp

Portuguese/Brazil: pt-br

Russian/Russain Federation: ru-ru

Chinese (simplified)/China: zh-hans-cn

Thai/Thailand: th-th

If you are sharing the same page in different regions, note that it is possible to have multiple hreflang tags on the same page. For instance, if your French website sells to customers in Germany and Spain too, you’ll be able to tag your page accordingly in HTML.

Keep in mind that because hrefleg tags are able to be overridden by other SEO options, your page may rank higher in a different language. To avoid this, make sure search engines are equipped with the correct attributes, so they know which language to present your page in.

Ultimately, the point of hreflang tags is to give customers who speak different languages, or who live in different regions of the world, content meant for them. Search engines will give international users the version of the page in their language on the results page.

If all of this is a little confusing, don’t worry. You can use a free Hreflang tag generator so all you need to do is copy and paste the code. Let’s look at a few examples below.

Hreflang Tags Generator Tools

1. The Hreflang Tags Generator Tool

With this tool, you can generate hreflang tags for your multi-language site. All you need to do is add the URL to your site and choose which language it’s in.

This is a great tool because you can even upload a CSV with up to 50 URLs and can generate the hreflang tag for 50 sites at once.

2. Geo Targetly

Geo Targetly is another great hreflang generator tool. It’s easy and free to use. All you need to do is input your URL and the language, and then voila.

While you can’t do up to 50 sites at once, this is still a quick, easy-to-use option.

3. Sistrix

The Sistrix tool is similar to the other two tools above. All you need to do is input your URL and language and then the tool will generate the code for you.

Now that you know a little bit more about hreflang tags, let’s talk about HTML language tags.

HTML Language Tag Example

HTML language attributes define the language of a webpage. For example, an HTML language tag for an English webpage would look like this:

<html lang=”en”>

Recall that Google doesn’t look at HTML language tags, but other search engines might, so it’s a good idea to still include them for search engines that don’t look at hreflang tags.

You might also want to use HTML language tags in conjunction with an hreflang tag — they can work together to inform search engines about the content on your webpages. Having both tags tells search engines what language a webpage is in, while directing users from other countries to the appropriate webpage.

When you’re optimizing your content for search engines, it’s important to do everything you can to rank on the SERPs. This helps people across the globe find your business.

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How To Choose the Right KPIs for Your Business https://blog.digitalmagiciann.com/how-to-choose-the-right-kpis-for-your-business/ https://blog.digitalmagiciann.com/how-to-choose-the-right-kpis-for-your-business/#respond Thu, 25 Mar 2021 19:58:01 +0000 https://blog.digitalmagiciann.com/how-to-choose-the-right-kpis-for-your-business/ How can you tell if your company is growing? Sure, you can speak to a few team leads and get regular reports on their performance. But if you’re not measuring that information against something else, how will you know when you’ve met the mark or fallen short? As they say, what gets measured gets improved. […]

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How can you tell if your company is growing?

Sure, you can speak to a few team leads and get regular reports on their performance. But if you’re not measuring that information against something else, how will you know when you’ve met the mark or fallen short?

As they say, what gets measured gets improved. Quantifying your current performance through key performance indicators (KPIs) will give you a framework from which to assess your progress.

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But how do you choose the right KPIs to focus on for your business? The short answer is that it really depends.

While there isn’t a hard-and-fast rule for choosing the proper KPIs, there are a number of factors you should always take into consideration.

In this post, we’ll walk you through some of the factors that influence which KPIs you should focus on and help you hone in on the metrics that matter the most for your business.

Let’s get started.

One thing to remember about KPIs is that they’re meant to measure your most impactful indicators.

For instance, your social media team may have a ton of data points that can serve as KPIs. However, they should only choose the ones that align with the broader business goals. Let’s say it’s brand awareness. In this case, follower count, post reach, and impressions will likely be the social media KPI metrics to measure.

With that in mind, having KPIs means narrowing your focus on a few vital metrics that will influence your business the most.

OKR vs. KPI

Objectives and Key Results (OKR) and KPIs are often used interchangeably because both terms refer to goals that are tracked and measured. However, where they differ is intention.

Put simply, KPIs indicate if your business is hitting its targets. They are often called health metrics as they tell you how the company is doing to meet an objective that’s already set.

OKRs, on the other hand, are broad objectives for your business with the key results that will signify achievement in meeting those objectives. They are aggressive and ambitious goals that speak to the business’s big-picture vision.

For instance, let’s say a technology company has the objective of becoming one of the top 10 providers in their industry in 2021. Their key results could be:

  • Acquire 1,000 new customers by Q3.
  • Generate 3,000 leads every month.
  • Increase annual membership sales by 30%.

While KPIs are ideal for scaling, OKRs are designed for dramatic growth. They’re more ambitious and push teams to stretch their capabilities.

It’s also important to note that while KPIs can be the key results in your OKR, the opposite is generally not true.

For example, your marketing team could have a KPI of 3,000 leads as mentioned in the example above. However, it’s unlikely that any department would list the “Top 10” goal as their KPI as that speaks to a broader vision and has a more flexible timeline.

What is KPI reporting?

A KPI report is a visual dashboard used to track your metrics and assess how your team is performing against the targets. You can display your report using charts, graphics, and tables depending on the data you want to display and the needs of your team.

As a business, you’ll likely have data coming in on a daily basis that may or may not relate to your KPIs. Having a reporting tool does a few things, including:

  • Allowing you to track your most impactful metrics and filter out irrelevant data
  • Making the data easily accessible to decision-makers and collaborators
  • Giving you a quick and digestible snapshot of your team’s performance
  • Aligning everyone on the goals

How To Measure KPIs

Before you can measure your KPIs, you’ll need to determine which metrics to track. This will greatly depend on your goals and your team.

Once you narrow that down, set your targets. They’re usually based on a combination of factors, including historical performance and industry standards.

You’ll also have to answer the who, when, and why. Who is responsible for this KPI? Identify the person on your team who is managing this KPI, so they can be the go-to when addressing roadblocks that may affect performance. They will also be responsible for reporting on progress.

As for the “when,” you’ll need to know the timeline to reach these targets. Many businesses set them on a monthly or quarterly basis, but your timeline can be shorter or longer depending on your team.

Lastly: the why. It’s the most important thing to keep in mind when measuring your KPIs. Having your goals clearly identified can help motivate your team and make sure everyone is aligned on the direction you’re going in.

Types of Key Performance Indicators

KPIs can be set on a team basis. Sales’ KPIs will be completely different from HR’s KPIs. Beyond those differences, there are also variations in the types of indicators you can measure.

Here are a few of the most common types of KPIs:

  • A quantitative KPI relies on numbers to gauge progress. E.g., “Sales team to generate 100 sales-qualified leads every month.”
  • A qualitative KPI looks at opinion- or feeling-based data. E.g., “Brand sentiment.”
  • A leading KPI can predict future performance. E.g., “Website traffic.” More traffic can mean more conversions, more leads, and more revenue.
  • A lagging KPI describes a past result. E.g., “Turnover rate.”
  • An input KPI measures the assets, time, and resources needed to complete a certain action or project. E.g., “Employee count, budget.”
  • A process KPI assesses efficiency and productivity within the business. E.g., “Average sales call time.”

KPI Examples

Your organization’s business model and the industry in which you operate will influence the KPIs you choose.

For example, a B2B software-as-a-service (SaaS) company might choose to focus on customer acquisition and churn, whereas a brick-and-mortar retail company might focus on sales per square foot or average customer spend.

Here are a few examples of some industry-standard KPIs:

SaaS KPIs

Professional Service KPIs

  • Monthly recurring revenue (MRR)
  • Churn
  • Cost per acquisition (CPA)
  • Average revenue per retainer
  • Lifetime value (LTV)
  • Bookings
  • Utilization
  • Backlog
  • Revenue leakage (link)
  • Effective billable rate

Online Media / Publishing KPIs

Retail KPIs

  • Unique visitors
  • Page views
  • Share ratio
  • Social referral growth
  • Time on site
  • Capital expenditure
  • Customer satisfaction
  • Sales per square foot
  • Average customer spend (ACS)
  • Stock turnover

While you will most certainly want to consider industry standard KPIs, it is more important that you choose the KPIs that are relevant to your specific company and the goals you are working toward.

How To Determine KPIs

Choose KPIs directly related to your business goals.

KPIs are quantifiable measurements or data points used to gauge your company’s performance relative to a goal. For instance, a KPI could be related to your goal of increasing sales, improving the return on investment of your marketing efforts, or improving customer service.

What are your company goals? Have you identified any major areas for improvement or optimization? What are the biggest priorities for your management team?

Answering these questions will bring you one step closer to identifying the right KPIs for your brand.

Focus on a few key metrics, rather than a slew of data.

As you begin to identify KPIs for your business, less is worth more. Rather than choosing dozens of metrics to measure and report on you should focus on just a few key ones.

If you track too many KPIs, you might become overwhelmed with the data and lose focus.

As you can imagine, every company, industry, and business model is different so it is difficult to pinpoint an exact number for the amount of KPIs you should have. However, a good number to aim for is somewhere between two to four KPIs per goal.Enough to get a good sense of where you stand but not too many where there’s no priority.

Consider your company’s stage of growth.

Depending on the stage of your company – startup vs. enterprise – certain metrics will be more important than others.

Early-stage companies typically focus on data related to business model validation while more established organizations focus on metrics like cost per acquisition and customer lifetime value.

Here are a few examples of potential key performance indicators for companies in various stages of growth:

Pre-Product Market Fit

Product Market Fit

Expansion

  • Qualitative feedback
  • Customer interviews
  • Awareness
  • Stickiness
  • Cost per acquisition (CPA)
  • Average order size (AOS)
  • Lifetime value (LTV)
  • Number of customers acquired

Identify both lagging and leading performance indicators.

The difference between lagging and leading indicators is essentially knowing how you did, versus how you are doing. Leading indicators aren’t necessarily better than lagging indicators, or vice versa. You should just be aware of the differences between the two.

Lagging indicators measure the output of something that has already happened. Total sales last month, or the number of new customers or hours of professional services delivered, are examples of lagging indicators. These types of metrics are good for purely measuring results, as they solely focus on outputs.

On the other hand, leading indicators measure your likelihood of achieving a goal in the future. These serve as predictors of what’s to come. Conversion rates, sales opportunity age, and sales rep activity are just a few examples of leading indicators.

Traditionally most organizations have solely focused on lagging indicators. One of the main reasons for this is they tend to be easy to measure since the events have already happened. For instance, it is very easy to pull a report of the number of customers acquired last quarter.

But measuring what happened in the past can only be so helpful.

You can think of leading indicators as business drivers because they come before trends emerge, which can help you identify whether or not you are on track to reaching your goals. If you can identify which leading indicators will impact your future performance you will have a much better shot at success.

With every business, growth is the goal. KPIs help you track your progress and scale progressively to grow in whichever way that matters to your company.

Marketing Plan Template

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Googlebot Doesn’t Click On Buttons – What to Use Instead https://blog.digitalmagiciann.com/googlebot-doesnt-click-on-buttons-what-to-use-instead/ https://blog.digitalmagiciann.com/googlebot-doesnt-click-on-buttons-what-to-use-instead/#respond Thu, 25 Mar 2021 19:25:30 +0000 https://blog.digitalmagiciann.com/googlebot-doesnt-click-on-buttons-what-to-use-instead/ Google advises site owners that the use of buttons on web pages is not optimal as Googlebot is not able to click on them. That means anything hidden behind a button, such as a “Load More” button that reveals additional content when clicked on, may not get crawled by Googlebot. If Google can’t crawl the […]

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Google advises site owners that the use of buttons on web pages is not optimal as Googlebot is not able to click on them.

That means anything hidden behind a button, such as a “Load More” button that reveals additional content when clicked on, may not get crawled by Googlebot.

If Google can’t crawl the content then it certainly can’t index the content either, which is why site owners are advised to use alternatives.

This topic came up during the Google Search Central JavaScript SEO hangout with Martin Splitt recorded on March 24.

A site owner named Tamás Somogyi asks Splitt about the “Load More” button on his site which triggers more article links to load on the same page.

He’s heard this setup is not ideal for Googlebot crawling, but hasn’t found a clear answer regarding what to do instead.

Here’s what Google’s Martin Splitt suggests.

Google On Alternative to “Load More” Buttons

Splitt says the best solution can vary from site to site, but there are a few guidelines that hold true for all sites.

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The first is that Googlebot does not click on buttons:

“It really is a question of what works best in terms of your implementation, but there are a few guidelines that are generally true. Number one is, if it’s a button, and when I say “button” I literally mean a button, not a link. If it’s a button you’re out of luck. Googlebot does not click on buttons, so we’re not interacting with that, so that’s bad.”

The next guideline that’s true for all sites is it’s better to use static links instead of buttons.

Splitt adds that it doesn’t matter what the URL of the link looks like, as long as it leads to a new page with unique content.

“The best idea would probably be to implement that button as a link that basically goes like “?page2”, or “/2″, or whatever. It doesn’t matter what the URL looks like the point is it goes to a URL that shows a different batch of content.”

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The most Google-friendly solution would be to ensure each page in a series of pages displays its own content.

If a web page displays 10 items, and a link has to be clicked to get the next 10 items, then the next page should display only the next 10 items. It should not repeat the initial 10 items and the next 10 items.

“I personally would argue the best would be, or the easiest for us would be, if the page 2 link shows just the batch of 10 items that are on page 2 because that would mean that we are seeing definitely unique content.

And depending on how much content each of these products has in the list, well in the list that you’re paginating there, you might end up if you have lots of content that we have already seen on other pages and then only 10 are different, it might get canonicalized away. Which is not what you want. So having unique content per page is definitely a benefit there.”

Splitt offers some JavaScript SEO tips to explain how developers can implement this in a way that allows for a smooth transition between pages for users.

Using JavaScript it’s possible to make a page appear as though it’s loading more content from the same page when it’s actually loading content from a different page.

“You can use JavaScript to overwrite this behavior for users so when they click that link it doesn’t behave like a link that actually takes you somewhere else. But actually you overwrite the behavior of the link to just include the next 10 items on the page, so that you don’t have the janky move between the pages if that’s what you want to avoid.

That’s how I would implement it. Is that the best strategy? Maybe. It depends on what you’re trying to do and it depends on what is possible in the platform that you’re working with. That’s a discussion to have with your developers.

But in general we don’t interact with buttons, so if that’s all you have then you are out of luck. We are not seeing the other content. Having static links to pages is definitely a better strategy.”

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Later on in the hangout Splitt says Googlebot doesn’t click on buttons because it’s “expensive” in terms of the amount of CPU power it would require.

Hear the full question and answer in the video below:

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What Is Market Share & How Do You Calculate It? https://blog.digitalmagiciann.com/what-is-market-share-how-do-you-calculate-it/ https://blog.digitalmagiciann.com/what-is-market-share-how-do-you-calculate-it/#respond Thu, 25 Mar 2021 19:16:17 +0000 https://blog.digitalmagiciann.com/what-is-market-share-how-do-you-calculate-it/ Growing up, I used to play “grocery store” with my sister. We’d go into our pantry, take out all the food, and set up a grocery store in our living room. I would typically “buy” goldfish. You might be thinking, “What does this have to do with market share?” Well, let’s say that I bought […]

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Growing up, I used to play “grocery store” with my sister. We’d go into our pantry, take out all the food, and set up a grocery store in our living room. I would typically “buy” goldfish.

You might be thinking, “What does this have to do with market share?”

Well, let’s say that I bought 10 bags of goldfish from various “companies” that my sister, mom, and dad owned. If three of those bags were my sister’s goldfish, that would mean that she had a 30% market share of my goldfish.

Put simply, that is market share. But how does that impact marketers?

As marketers, it’s important to understand market share so you know how your company ranks against competitors and can develop new marketing strategies to reach more potential customers. In this post, we’ll outline what market share is, how to calculate it, give real life examples, and explain how you can increase yours.

→ Download Now: Market Research Templates [Free Kit]

What is market share?

Market share is the percentage of an industry’s sales that a particular company owns. Essentially, it is the share of total industry revenue that your business has generated from selling your products and services. Businesses with larger market shares are industry leaders and competition for smaller companies.

You can think of it like this: if consumers buy 100 t-shirts and 70 of them are from company A, 25 from company B, and 5 are from company C, Company A owns a market share of 70% and is the leading industry competitor

Market share is typically calculated for a specific time period, like yearly or quarterly sales, and is sometimes separated by region. 

Market Share Formula

formula that you can use to find your business market share

Calculating your market share will give you an overall understanding of your position in the industry, but it’s also helpful to understand how you measure up to your direct competitors. 

Relative Market Share

Relative market share is a way to compare your performance to industry leaders. 

Rather than using total industry revenue, you’re dividing your market share by your top industry competitors market share, and multiplying the result by 100. The result will show you the portion of the market you own in relation to your largest competitor. The image below shows the relative market share formula. 

Relative Market Share Formula

mathematical formula that is used to calculate your business relative market share

 

Market Share Examples

It may be easier to understand market share with real-life examples, so we’ll go over some below for businesses you may already be familiar with. 

Nike Market Share

Nike is part of the athletic footwear and apparel industry selling a wide variety of sports equipment, casual shoes, and accessories. 

With footwear alone, Nike’s global market share is estimated to be 29.25%. The brand is an industry competitor for Adidas and Under Armour. 

Tesla Market Share

Tesla is part of the automotive industry and it produces electric vehicles (EV). Within the EV industry, Tesla holds an 18% market share. 

While that number may seem small, it’s important to recognize that the market for EV worldwide is significantly smaller than standard vehicles. EV’s market share in the automobile industry is 2.8% and Tesla’s is .8% . These differences are significant, which is why it is important to analyze relative market share to compare your business to your direct competitors, rather than just the market as a whole. 

Google Market Share

Google has a market share of 91.86%, making it the most popular search engine in the world. It dominates the competition, as the second-largest industry leader is Bing with a market share of just 2.71%.

Once you’ve calculated your market share and understand how you relate to your industry competitors, you can begin strategizing how to increase your overall revenue.

How To Expand Your Market Share

Below are a few strategies your company can use to expand your market share

1. Lower prices.

A great way to compete in your industry is to offer low prices. This is the low-hanging fruit of expanding your market share because consumers typically look for lower cost products.

However, it’s also important to note being the cheap option isn’t the right move for every brand. You want to ensure that you’re pricing products appropriately in terms of providing value to customers, but not losing out on revenue opportunities for the sake of beating out the competition. 

2. Innovate new products and features.

Companies that are innovating and bringing new technology to the table often see their market share increase.

New products and features attract new customers, a.k.a acquisition , which is a driving factor for generating revenue. New customers make new purchases and, in turn, contribute to higher profit margins and larger contributions to overall industry revenue. Larger contributions directly translate to increased market share.

3. Delight your customers.

One of the best ways to grow your market share is to work on existing customer relationships. 

By delighting current customers by providing exceptional experiences, you can inspire customer loyalty . Loyal customers are more likely to make repeat purchases, which increases your business revenue and contribution to total industry revenue. As mentioned above, higher revenue contributions equals a higher market share percentage. 

4. Increase brand awareness.

Branding awareness and national marketing play a large role in capturing market share. It’s important to get your name out there so customers know who you are. Becoming a household name and the preferred brand in an industry will help increase your market share.

Generally, larger companies have the highest market share because they can provide products and services more efficiently and effectively.

But, why is this so important? Below, let’s figure out what impact market share can have on your company.

Market share is more important in industries that are based on discretionary income. In industries that are constantly growing, market share doesn’t always have a large impact. However, it’s important to keep in mind that a company can have too much market share — also known as a monopoly.

For example, with growing industries, which have a growing available market share, companies can still increase their sales even if they are losing market share.

On the other hand, with discretionary income industries, such as travel or non-essential goods like entertainment and leisure, the economy can have a major impact on market share. Sales and margins can vary depending on the time of year, meaning that competition is always at an all-time high.

Higher competition often leads to risky strategies. For instance, companies might be willing to lose money temporarily in order to force competitors out of the industry and gain more of the market share. Once they have more market share, they can raise prices.

Understand Your Market Share to Increase Business Success

Lower market shares can let you know that you need to focus on customer acquisition, marketing to raise brand awareness, and overall strategies to increase revenue. Higher percentages indicate that your current strategy is effective, and you should focus your efforts on customer retention and product innovation.  

Whether your company is well-established or just starting out, it’s important to understand your business’ industry standing as it will help you meet business objectives and achieve desired success.

market research kit

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How to Create a Custom Toggle for Video Transcripts in Divi https://blog.digitalmagiciann.com/how-to-create-a-custom-toggle-for-video-transcripts-in-divi/ https://blog.digitalmagiciann.com/how-to-create-a-custom-toggle-for-video-transcripts-in-divi/#respond Thu, 25 Mar 2021 16:23:56 +0000 https://blog.digitalmagiciann.com/how-to-create-a-custom-toggle-for-video-transcripts-in-divi/ Adding a custom toggle for your video transcripts can bring a lot of benefits to your website. In fact, simply including a video transcript for each video on your website can improve user experience, accessibility, and SEO. Users will have the option of reading the content which is a great accessibility feature for those who […]

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Adding a custom toggle for your video transcripts can bring a lot of benefits to your website. In fact, simply including a video transcript for each video on your website can improve user experience, accessibility, and SEO. Users will have the option of reading the content which is a great accessibility feature for those who are deaf, hard of hearing, or in a loud coffee shop. And you can read transcripts faster than watching the video (or video subtitles). Plus, the added content will likely include a significant amount of keywords that would improve SEO. Creating a custom toggle for a video transcript is also nice because it can keep that long-form content hidden until it is needed.

In this tutorial, we are going to create a custom (and compact) toggle for video transcripts in Divi. To do this we are going to customize Divi’s toggle module with a concise makeover so that it will fit nicely under any video. Then we are going to show you how to use Youtube’s auto-generated transcript as content for the toggle. All this without having to use a plugin.

Let’s get started!

Sneak Peek

Here is a quick look at the design we’ll build in this tutorial.

Download the Layout for FREE

To lay your hands on the designs from this tutorial, you will first need to download it using the button below. To gain access to the download you will need to subscribe to our Divi Daily email list by using the form below. As a new subscriber, you will receive even more Divi goodness and a free Divi Layout pack every Monday! If you’re already on the list, simply enter your email address below and click download. You will not be “resubscribed” or receive extra emails.

To import the section layout to your Divi Library, navigate to the Divi Library.

Click the Import button.

In the portability popup, select the import tab and choose the download file from your computer.

Then click the import button.

divi notification box

Once done, the section layout will be available in the Divi Builder.

Let’s get to the tutorial, shall we?

What You Need to Get Started

expanding corner tabs

To get started, you will need to do the following:

  1. If you haven’t yet, install and activate the Divi Theme.
  2. Create a new page in WordPress and use the Divi Builder to edit the page on the front end (visual builder).
  3. Choose the option “Build From Scratch”.

After that, you will have a blank canvas to start designing in Divi.

Creating a Custom Toggle for Video Transcripts in Divi

Part 1: Adding a Youtube Video to the Page using a Divi Video Module

For the first part of our tutorial, we are going to add/embed a youtube video to a page using a video module in the Divi builder. This process is really quite simple.

But before we add the video, let’s add a one-column row to the section.

divi video transcript toggle

Next, add a video module to the row.

divi video transcript toggle

Click the add video plus icon under the option “Video MP4 File Or Youtube URL.

divi video transcript toggle

Then select the Insert from URL action on the left sidebar of the popup.

Paste in the URL for the YouTube video in the input box.

Then click the Insert into Post button.

divi video transcript toggle

Once the video is added, you can add a custom overlay image to the video.

divi video transcript toggle

Part 1: Creating the Custom Toggle for the Transcript

Now that our video is in place, we can create the custom toggle that will hold our transcript content. To do this we are going to customize a toggle module.

First, add a toggle module directly under the video.

divi video transcript toggle

In the Toggle Settings, add the word “Transcript” for the Title text. (We’ll come back to the body content later to paste in our youtube video transcript content later)

divi video transcript toggle

Under the design tab, update the following:

  • Icon Color: #42b3a9
  • Open Toggle Background Color: transparent
  • Closed Toggle Background Color: transparent
  • Text Alignment: Center
  • Title Font: Roboto
  • Title Font Style: TT

divi video transcript toggle

  • Max Width: 800px
  • Module Alignment: Center
  • Padding: 0px top, 20px bottom, 0px left, 0px right
  • Border Width: 0px

divi video transcript toggle

Under the Advanced Tab, we need to add a few CSS snippets to finalize the design of the toggle.

Add the following CSS to the Toggle Title:

display:inline-block;
padding: 1em 2.5em 1em 2em !important;

Add the following CSS to the Toggle Icon:

right: 0.75em !important;

Add the following CSS to the Toggle Content:

max-height: 30vh;
overflow-y: scroll;
padding: 20px 3%;
background: #ffffff;
border: 2px solid #eeeeee;
border-radius: 5px;
text-align:left;

divi video transcript toggle

Part 3: Getting the Transcript from Youtube and Adding it to the Toggle Content

Creating transcripts for videos can be a bit of a hassle to do manually. And there are services and plugins out there that can do it in a more professional manner (some at a premium cost).  But for this tutorial, we are going to use a quick, easy, and free method. We are going to extract Youtube’s auto-generated transcript for a video and use it on our website.

To do this, go to your video on Youtube and follow these steps:

  1. Open the More Actions dropdown menu (3 horizontal dots) next to the Save button under the video.
  2. Click Open Transcript from the list.
  3. At the top of the Transcript box, open the More Action dropdown menu (3 vertical dots).
  4. Click Toggle timestamps. This will hide the timestamps from showing on the left of each block of text.

divi video transcript toggle

Copy the entire transcript content within the box to your clipboard.

divi video transcript toggle

Right now the text is full of line breaks. To take those out, you can go to textfixer.com and use their free line break removal tool to remove line breaks from the text.

Under the section Remove Line Breaks, select “Remove line breaks only.”

Then paste the transcript text inside the box.

And click the Remove Line Breaks button.

Once the text is generated under the section titled New Text without Line Breaks, copy the text to the clipboard.

divi video transcript toggle

Go back to your site, open up the toggle settings, and paste the transcript content to the module.

divi video transcript toggle

Granted, the transcript text is lacking a bunch of capital letters, punctuation, paragraphs, etc. But, the content is there and readable. However, you may want to spend a few minutes cleaning the text up for your readers.

That’s it!

Final Result

Here is the final result of our custom toggle for a video transcript in Divi.

On Desktop…

On Tablet…

And on Phone…

Final Thoughts

In this tutorial, we showed you how to transform a Divi toggle module into a custom toggle for video transcripts in Divi. The uniquely concise design of the toggle alone has applications that extend beyond that of video transcripts. I mean you can literally put any text you want in there. But I think it fits nicely under a video. Also, using those auto-generated transcripts for a youtube video can definitely come in handy if you need a simple solution. But, feel free to explore other options for transcribing your video content and/or share some with us.

I look forward to hearing from you in the comments.

Cheers!

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5 Big Content Trends You Need to Know Now https://blog.digitalmagiciann.com/5-big-content-trends-you-need-to-know-now/ https://blog.digitalmagiciann.com/5-big-content-trends-you-need-to-know-now/#respond Thu, 25 Mar 2021 15:58:11 +0000 https://blog.digitalmagiciann.com/5-big-content-trends-you-need-to-know-now/ Next-Level Visuals in Content Video Content & Visual Storytelling Upping Your E-A-T Better, More Purposeful Content Than Ever Before Ultra-Targeted, Customer-First Content The Future of Content Is Here Content marketing and SEO have been hitting some awesome high notes. We’re careening toward a bright future of more useful, helpful, technically amazing content that aligns with […]

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Content marketing and SEO have been hitting some awesome high notes.

We’re careening toward a bright future of more useful, helpful, technically amazing content that aligns with user habits, preferences, and search needs.

Content is getting better because we’re getting smarter about how we strategize, research, create, and publish it.

And as a result, content marketing is no longer some type of marketing experiment, but a proven strategy that can work for any brand.

So what’s next for content? Let’s dive in.

1. Next-Level Visuals in Content

Visually-forward platforms will continue to be trendy now and in the future.

From entertainment to communication, people are going all-in on the power of dynamic or interactive imagery.

Among the next generation of soon-to-be-adults, visual social media reigns supreme.

Instagram, TikTok, and Snapchat are the most popular platforms where teens hang out.

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For adults, YouTube is the most-used platform, topping even Facebook.

To this end, visuals in content are only going to get more interesting and appealing to users.

For instance, did you know you can create your own augmented reality (AR) filters and lenses for Snapchat? (There are even creators you can hire to do it for you.)

Creating visual content for Snapchat

Let’s not forget Instagram AR filters. You can create your own for Stories.

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Another trend: Creating your own GIFs from video clips via Giphy.

Instead of pulling a reaction GIF from your favorite movie, TV show, or character, now you can GIF yourself.

5 Big Content Trends You Need to Know Now

The possibilities are endless.

Now and in the future, we’ll be seeing more marketers taking advantage of dynamic, custom, branded imagery for their content.

2. Video Content & Visual Storytelling

For the past few years running, video has been a big deal.

With the popularity of YouTube, dynamic imagery, and AR, video content and visual storytelling are set to continue their meteoric rise.

A consumer preference for video content is showing up across the board – even inside Instagram Stories.

  • According to a study by Socialinsider, the tap-forwards rate (the number of people who tap their screens to advance to the next piece of content in their feed) is about 5.65% higher for images than for videos. That means more people stop and watch video Stories all the way through.
  • The tap-forwards rate for images is even higher for brands with larger followings: 5.79% for accounts with 10k – 100k followers, and 6% for accounts with over 100k followers.

Tap Forward rate

There’s also a preference for video in marketing:

  • Wyzowl’s State of Video Marketing report found 84% of people have been convinced to buy a product/service through watching a video. Another 79% said watching a video convinced them to download an app or software.
  • From the same survey, 69% said they’d prefer to watch a short video to learn about a product/service. For comparison, only 18% would prefer to read a text-based article, the next-popular choice.
  • According to a HubSpot survey of over 3,000 consumers, 56% of 25-34-year-olds and 54% of 35-44-year-olds want to see more video content from brands they support.

Millennials are not interested in brand emails

Finally, let’s not forget that YouTube is the second-most-popular search engine (only behind Google).

Also, 1 in 2 Millennials and Gen Z-ers say they “don’t know how they’d get through life” without video.

1 in 2 Millennials and Gen Z-ers say they "don't know how they'd get through life" without video.

What does this all mean for marketers?

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As consumer habits and preferences continually move to video content, we have to keep up or get left in the dust.

Of course, what sets apart successful video content from the stuff that gets five total views is the quality of the storytelling.

You have to be able to engage readers through any medium, including video.

If you can tell great stories, you’re halfway there.

3. Upping Your E-A-T

A few years ago, Google published a blog on Webmaster Central with reminders about its core updates and what to do about them.

Specifically, the blog recommended an action a lot of us have already been doing: Reading/understanding the Search Quality Rater Guidelines and E-A-T (Expertise, Authoritativeness, Trustworthiness).

Search Quality Rater Guidelines and E-A-T (Expertise, Authoritativeness, Trustworthiness)

The fact that Google specifically pointed to this resource and singled out E-A-T is a huge hint. We all need to be focused on proving expertise, authority, and trust in our content.

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That applies to both websites as entities representing a specific brand or organization, and to individual authors writing content on those websites.

How do you prove your E-A-T?

  • By earning links or mentions from other authority websites.
  • By providing E-A-T information on your site, including a bio and credentials on your about page and author pages.
  • Linking out to authoritative sources for supporting stats, data, and facts in content.
  • Updating your site and content regularly with relevant, accurate, current information.

On top of that, your content must be exceptional. Well-crafted, user-beneficial, purposeful content backed by E-A-T can’t lose. (More on that straight ahead.)

4. Better, More Purposeful Content Than Ever Before

The need for stellar, purposeful content won’t stop — not now, not in the future.

More and more creators and marketers understand the need for content of the highest quality:

  • 70% of marketers predict their top area of investment will be content creation, according to Content Marketing Institute’s B2B report.
  • Investment in and use of content creation/workflow technologies increased by 10% over 12 months.
  • 86% of B2Bs outsource content creation.

70% of marketers predict their top area of investment will be content creation

Marketers are understanding you need better content to win in the SERPs and with readers.

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In fact, ranking for competitive key terms will only get harder when everyone is bringing their A-game.

That means we’ll continue to see the following from brands of all sizes:

  • A better understanding of what the target audience needs from search results for a given keyword.
  • Better writing tailored to audiences, with consistency for the brand’s tone and style.
  • Better research, including more current stats and data from reputable sources.
  • More depth and deep exploration of topics.
  • Better visuals, such as branded imagery, infographics, and custom blog images.

Although it’s going to be harder to rank, more people will be creating better content.

That means fewer of us will be adding to the crap content garbage heap. I call that a win.

5. Ultra-Targeted, Customer-First Content

Customer-first, user-first content isn’t just a trend – it’s how you win with both audiences and search engines.

In fact, 88% of the most successful B2B marketers say they prioritize their audience over their own sales/promotional message.

88% of the most successful B2B marketers say they prioritize their audience over their own sales/promotional message

They understand that trust-building with audiences begins with offering guidance, help, information, or entertainment without a catch.

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More than that, the very best content that hits the user’s needs in the bullseye is the type that will rank #1 with Google.

This will continue to be a trend because it works.

How do you find out what your unique audience needs from your content?

Research.

Asking questions. Engaging with the community. Discovering who they are.

Once you know them intimately, you can create content that speaks to them on a deeper level. In a nutshell, that’s ultra-targeted content.

It puts the audience first – in some cases, the niche-niche audience. It nails their user search intent. It serves a purpose and fulfills an information need.

That’s the kind of content Google is prioritizing now, and it’s what we need to focus on for the future.

The Future of Content Is Here

Content’s future has arrived, and it has never looked so good.

More marketers than ever are prioritizing quality and the customer’s information needs over sales messages. We’re focused on building trust and authority with authenticity, not sales tricks.

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On top of that, visual media is going in startlingly new and exciting directions. The possibilities for integration with content are crazy-good.

Going forward, watch for innovative marketers to push the boundaries of content creation.

Look for ultra-targeted content, more commitment to a customer-first approach, and overall, better content flooding the scene.

I don’t know about you, but I can’t wait.

More Resources:


Image Credits:

All screenshots taken by author, March 2021

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