Archiv für den Monat: Februar 2021

Vestico

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Vestico begann mit einem Namen und einer Idee. Als Designer half ich dem Start-Up in seiner Anfangsphase, sich ein umfassendes Bild von sich selbst zu machen und gegenüber seinen Zielgruppen die richtigen Worte zu finden. Entstanden ist eine Brand Identity, die sowohl visuell als auch kommunikativ das Bild eines visionären Unternehmens zeichnet.

In einem ganzheitlichen Ansatz entwickelte ich ein Erscheinungsbild, das weit mehr umfasst als Logo, Schriftwahl, Farbwahl und Layouts. So entstand eine Bildmarke, die sich in einem generativen Prinzip immer wieder neu formt und unzählige Varianten erzeugt. Sieben markante Brand Icons unterstützen visuell die Unternehmenskommunikation und sind zentrale Gestaltungselemente. Hinzu kommen Product Naming, Product Brands, Module Logos und das Interaction Design für die virtuelle Anwendung ‘vBuild‘.

Aber der wahre Kunstgriff meiner Arbeit liegt im Namen selbst: ‘Vestico‘ wurde zum Akronym für Virtual Experience Systems, Three-dimensional, Interactive, Customized, Online.

Agentur
Bureau FM

Source:: designmadeingermany.de

Gestaltist – Corporate Identity

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Dinge auf die Spitze treiben, um die Ecke denken – bei uns gibt es nichts vom Wühltisch. Durch ausgiebige Konzeptionsphasen (manchmal auch mit Kopfzerbrechen) schneidern wir dem Kunden eine Corporate Identity, die sitzt. Nämlich nach Maß und wie angegossen. Dafür gehen wir den Dingen auf den Grund, zerlegen sie bis ins kleinste Detail und bleiben dabei stets nah an der Materialität.

Wir sind Gestaltist, ein seit einem Jahr bestehendes Kollektiv, das die Kompetenzen des Industrie- und Mediendesigns miteinander verknüpft. Dadurch lassen wir neue Denkansätze und Ideen entstehen, die wir nutzen, um die Spannungskurve von Projekten – wie schon gesagt – ja, eben auf die Spitze zu treiben.

Da wären wir auch schon beim Stichwort: Experimentierfreude. Neue Ansätze entdecken, viel Ausprobieren und Testen. Das machen wir unheimlich gerne und neben einer neu entdeckten Leidenschaft zum Texten, liegt darin auf jeden Fall ein starker Fokus.

Freude am Experimentieren beschreibt aber nicht nur unsere Arbeitsweise ganz gut, sondern auch die Entstehung von Gestaltist Kollektiv. Denn vor der “Ära Gestaltist” kannten wir uns überhaupt nicht. Über eine Gründungsförderungen wurden wir sozusagen zusammengewürfelt, zunächst mit dem Gedanken eine Art Bürogemeinschaft zu bilden. Dabei haben wir gemerkt, dass wir gut zusammenarbeiten und uns in unseren Kompetenzen ergänzen. Schnell standen wir vor der Herausforderung: Wie gestaltet man eine gemeinsame Marke, wenn man sich eigentlich gar nicht kennt?

Und siehe da, was ist draus geworden?

Eine Corporate Identity, die Tiefen zu Höhen macht. Die keinen Punkt setzt, sondern ein Komma. Weil wir uns stetig entwickeln und erweitern. Oder einfach: weil noch mehr kommt.

Designer
Annabel Ruschke
Celine Altkorn

Source:: designmadeingermany.de

Data-backed insights on featured snippet optimization

featured snippet optimization insights on keyword categories that trigger

30-second summary:

  • Around one-fifth of all keywords trigger a featured snippet
  • 99% of all featured snippets tend to appear within the first organic position and take over 50% of the screen on mobile devices, driving higher-than-average click-through rates (CTR)
  • The key to featured snippet optimization lies in a few specific areas: long-tail- and question-like keyword strategy, date marked content that comes at the right length and format, and a succinct URL structure

Google has always been pretty hazy on any details about winning featured snippets. This was the case when they were first introduced, making them something businesses considered to be the cherry on top of their SEO efforts, which is still largely the case. Having first-hand knowledge about the value and power of featured snippets, Brado teamed up with Semrush to conduct the most comprehensive research around featured snippet optimization to uncover how they really work, and what you can do to win them.

Revealing the highlights from a Featured snippets study that analyzed over a million SERPs with featured snippets present, this post unwraps actionable suggestions on amping up your optimization strategy to finally win that Google prize.

General patterns across the featured snippet landscape

With billions of search queries run through the Google search box each day, our study found that around 19 percent of keywords trigger a featured snippet. Why does this even matter? Featured snippets are known to drive higher CTR – as another study uncovered, they are responsible for over 35 percent of all clicks.

Further proving the immense power of featured snippets, our study showed that they take up over 50 percent of the SERP’s real estate on mobile screens.

Combine this with our findings that 99 percent of the time featured snippets take over the first organic position, and that they are in most cases triggered by long-tail keywords (implying specific user intent), and you’ll get the reason behind incredibly high CTR numbers.

Are some industries more likely to trigger featured snippets?

In the study, we defined industries by keyword categories, discovering that, indeed, featured snippet volume is inconsistent across various segments.

The top industry, seeing a featured snippet in 62 percent of all cases, is Travel and Computer & Electronics, followed by Arts & Entertainment (59 percent), and Science (54 percent), while Real Estate keywords lag behind all the rest with only 11 percent of keywords triggering a featured snippet.

Yet on a domain level, the industry breakdown varies slightly, with Health and News sites having comparable featured snippet volumes.

You can discover the full industry breakdown within the study.

Featured snippets are all about earns, not wins

Just hoping your content will win you a featured snippet isn’t enough – as our study showed, it’s all about hard-earned content optimization results.

Throughout our in-depth featured snippet analysis, we pinpointed the following SEO best practices consistent across all featured snippets we’ve come across:

1. Optimize for long-tail keywords and questions

When it comes to optimization and keywords, employ ‘the more the better‘ logic.

Our study found that 55.5 percent of featured snippets were triggered by 10-word keywords, while single-word ones only showed up 4.3 percent of the time.

One thing even better than long-tails is questions. In fact, 29 percent of keywords triggering a featured snippet begin with question words – “why” (78 percent), “can” (72 percent), “do” (67 percent), and in the fewest cases, “where” (19 percent).

featured snippet optimization insights on question keywords that trigger

2. Use the right content length and format

The SERPs we analyzed included four types of featured snippet: paragraphs, lists, tables, and videos:

  • 70 percent of the results showed paragraphs, with an average of 42 words and 249 characters
  • Lists came in as the second-most-frequent featured snippet (19 percent), with an average of 6 item counts and 44 words
  • Tables (6 percent) typically featured five rows and two columns
  • Videos, whose average duration stood at 6:39 mins, showed up in only 4.6 percent of all cases.

Of course, don’t blindly follow this data as the golden rule, rather see it as a good starting point for featured-snippet-minded content optimization.

Plus, keep in mind that content quality always prevails over quantity, so if you have a high-performing piece that features a 10-row table, Google will simply cut it down, showing the blue “More rows” link, which can even enhance your CTR.

3. Don’t overcomplicate your URL structure

As it turns out, URL length matters in Google’s choice of a site that deserves a featured snippet. Try to stick to neat site architecture, with 1-3 subfolders per URL, and you’ll be more likely to win.

Just for reference, here is an example of a URL with three subfolders:

xyz.com/subfolder1/subfolder2/subfolder3

4. Make frequent content updates

In the “to add or not to add a post date” dilemma, based on our featured snippet analysis, we’d suggest that you publish date marked content.

The majority of Google’s featured snippets include an article date, with the following breakdown: 47% of list-type featured snippets come from date-marked content, paragraphs – 44%, videos – 20%, and tables – 19% of the time.

While fresh-out-of-the-oven content can be favored by Google, 70% of all content making it into the featured snippet was anywhere from two to three years old (2018, 2019, 2020), meaning once again that content quality matters more than recency, so you shouldn’t worry that putting a date on it will work against you.

Take a deep-dive into the full Semrush study to learn more about featured snippets and discover the best way to create featured snippet hubs.

A.J. Ghergich is the CTO at Brado.

The post Data-backed insights on featured snippet optimization appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Three critical PPC trends to watch for in 2021

PPC trends - Google's data hub

30-second summary:

  • The PPC world is ever-changing. Today’s trends may not be in the picture tomorrow
  • People will start focusing more on the buyer’s journey and use it to its full potential
  • Automation and AI will be a key trend in 2021

Many things have turned topsy-turvy after witnessing a year full of unprecedented situations and multiple coronavirus-induced lockdowns. Companies are shifting to a remote-first culture, people prefer shopping online than going to a retail store, and in-person conversations have turned to video conversations. A lot has changed in the last year, even on the advertising and marketing turf. Marketers have started using automation and artificial intelligence (AI) to create data-backed ads. They’ve started understanding the buyer’s journey and making the most of it. Here are three PPC trends that can potentially rock the boat in 2021.

1. Google’s ad data hub will be a gold mine

Earlier in 2020, Google announced that they’d stop allowing third-party pixel tracking because of security concerns. The reliance on third-party pixels to check YouTube metrics led Google to invest in Ads Data Hub.

It is a custom analysis that aligns data with your specific objectives while maintaining privacy and security. It offers marketers a comprehensive analysis to measure the effectiveness of the ads across different screens.

Ads data hub will prove to be a gold mine for the marketers as it gives specific insights about the customer behavior and how they’re interacting with your ads.

2. Understanding the buyer’s journey

A key aspect of a successful PPC campaign is to know how your customers behave to your ad in each step of your customer’s journey. Understanding each stage of the buyer’s journey can help in creating a more effective PPC campaign.

Here are the five stages of the customer’s buyer’s journey and how can make the most of it by creating PPC campaigns for each stage.

Stage #1: Awareness

In this stage, customers learn about your business and offerings. People are looking for an answer to their question—there are looking for someone to solve their problem. So, their needs may or may not be well defined.

How can you help?

Help them figure out their needs and align your offers according to them. Use branded paid ads to garner their attention. Use keywords they’re using to search in their search queries. When they see your ad, it stirs curiosity in them, and it compels them to know more about your brand.

Stage #2: Exploration

In this stage, the customer learns more about the answers to their problems. They are sure of their needs and know different ways to cater to them. They also deem you as one of the solution providers and are gauging whether you can solve their problems. They’re checking your company’s USP, reviews, social proof, and previous partnerships.

How can you help?

At this stage, you can engage with your customers and build a long-lasting relationship. You can also use Facebook lead ads for addressing your customer’s problems. You can also write a conversational copy having social proof, case study, and previous work. This will inculcate a sense of trust in them, and they’ll love to explore your offerings.

Stage #3: Comparison

In this stage, the customer compares different offerings and finds the best fit. He now understands the pricing points, their reviews, and ratings. Hence, PPC remarketing ads can prove out to be a great bet here. You can evoke the customer to click on your ad and embed your “cookie.” This keeps your brand in front of your customer.

Stage #4: Conversion

The customers have realized their needs. They have narrowed down their options and are ready to buy. This is where you can put a strong call to action in your ads to encourage them to purchase from you. A solid CTA will compel your customer to purchase from you. Besides, you can also use remarketing to ensure that the prospects buy only from you.

Stage #5: Re-engagement

Finally, the prospect has become a customer. So, make efforts in retaining them. But how will you do that? Segment these customers into a new audience list and use remarketing ads to attract their attention for other products and services.

Understanding each stage of the buyer’s journey will help you create a rock-solid PPC campaign. The more you know your customers, the better you can tailor your campaigns.

3. Automation will play a crucial role

According to Statista, the market size of automation globally will increase from 71.5% to 83.2% by 2021.

PPC trends - Automation will take charge

Hence, automation is expected to be a game-changing trend in 2021. With AI and machine learning (ML), advertisers can automate labor-intensive tasks of finding the right place to display the ads. Automation will also play a crucial role in testing ads. It’ll be used to optimize ads that include:

  • Finding the best bidding strategy
  • Creating bids to get maximum conversions
  • Enhance cost per click by looking for ad auctions
  • Monitor the ad performance and stop low-performing ads
  • Prioritize the ads that are generating top results
  • Generate ads dynamically using user behavior and website content
  • Generate ad performance reports dynamically
  • Generate ad data and create ad copies to generate maximum clicks

As AI learns more about your audience’s behavior and how they interact with the ads, it can accurately create ads to improve your PPC campaign’s performance.

Wrapping up

As an advertiser, you must incorporate these PPC trends in your marketing strategy to get the most out of your campaigns. In 2021, AI and automation will take the front seat. People will focus on each stage of the buyer’s journey and use voice search to look for answers to their queries. There will be a surge in VR-enabled video ads. Marketers will also look for alternate PPC campaign platforms such as Quora, LinkedIn, Reddit, and other such platforms to generate better ROI in 2021. Hence, it’s true to say that 2021 has a bunch of whole new things in its bag for you. All the best for taking up your digital marketing strategy a notch up!

Aayush Gupta is Sr. Manager, Brand & Marketing at Uplers.

The post Three critical PPC trends to watch for in 2021 appeared first on Search Engine Watch.

Source:: searchenginewatch.com

B2B Marketing News: Trust Tops Brand Marketer Study, Top Email Engagement Day Shifts, YouTube’s New Comparative Data, & Ad Prices Rise

2021 February 26 ANA MediaPost Chart

2021 February 26 ANA MediaPost ChartBrand marketers stick to trust-building strategies forged in 2020’s fires, study finds
91 percent of brand marketers will keep focusing on the strategies aimed at building trust they developed in 2020 as a response to the pandemic, according to recently-released survey data of interest to digital marketers. Marketing Dive

Ad Prices Forecast To Inflate 3% This Year
Digital display ad price inflation for 2021 is expected to be 3.4 percent, with digital video slightly higher at 3.6 percent, while this year is expected to hold some recovery from the impact of the pandemic in 2020, according to newly-released forecast data. MediaPost

In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020
With an 18.9 percent click-to-open (CTO) rate, marketing emails sent on Friday lead the way when it comes to engagement levels, according to recently-released survey data, with Saturday coming in as having the lowest engagement rates. MarketingCharts

YouTube Adds New Comparative Data Tools in YouTube Studio, and Info on Other Channels Your Audience Watches
Google’s YouTube platform has launched new features that allow digital marketers to compare the performance of their video content from between 24 hours up to 28 days, offering a new glimpse into a variety of performance metrics, the video giant recently announced. Social Media Today

Nielsen Launches Identity Sync, New Global Attribution System
Nielsen has rolled out a new global attribution system, Identity Sync, the firm’s identity-backed solution to the loss of cookie-based tracking systems, the firm recently announced. MediaPost

LinkedIn’s Developing a New Freelance Marketplace Platform to Facilitate New Opportunities
LinkedIn has been testing features which could expand on the platform’s existing ProFinder tool, adding enhanced professional freelancer connection functionality, according to an industry report. Social Media Today

2021 February 26 Statistics ImageHow IT Buyers‘ Researching Behaviors Changed in 2020
More than 54 percent of information technology buyers spent more time researching solutions during the second half of 2020, with some 24 percent reporting research time staying flat — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs

3 Steps to Better Virtual Meetings
A clear definition of the behaviors an organization is trying to encourage will help forge more productive virtual meetings, as will finding and overcoming behavioral blockers, according to The Harvard Business Review, which recently took a look at how to make today’s online meetings more collaborative and engaging. Harvard Business Review

The Most Important Email Marketing Optimizations [Survey]
43 percent of marketers consider personalization the top characteristic to improve when it comes to email optimization, followed by data quality at 39 percent and email design at 34 percent, according to recently-released survey data. MarketingProfs

ANA Finds Half Of Ad Execs Have No Plans To Travel/Attend In-Person Events In 2021
Just 2.5 percent of advertising executives have said that they’re willing to fly for business in 2021, according to newly-released Association of National Advertisers (ANA) survey data of interest to online marketers. MediaPost

ON THE LIGHTER SIDE:

2021 February 26 Marketoonist Comic

A lighthearted look at “finding your brand purpose” by Marketoonist Tom Fishburne — Marketoonist

YouTube Reveals 2020 US Bumper Ads Leaderboard of Top 6-Second Ads — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Revamping Content Marketing — LinkedIn (client)
  • LinkedIn / TopRank Marketing — Debunking Full-Funnel Myths that Send Marketing Strategies Off Course — LinkedIn (client)
  • Joshua Nite — What Should Be Your First Steps When Starting a Business? Consider These 10 Tips — Small Business Trends
  • Lee Odden — 50 Quotes That Will Change The Way You Do SEO — SERPed

Have you found your own key B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for joining us for the weekly TopRank Marketing B2B marketing news, and we hope that you will return next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Trust Tops Brand Marketer Study, Top Email Engagement Day Shifts, YouTube’s New Comparative Data, & Ad Prices Rise appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com