Kategorie-Archiv: SEO

Black Friday SEO: Last-minute tips for the holiday season

black_friday_searches

Black Friday kicks off a shopping season that lasts through Christmas each year, with online retailers vying for the profitable attention of consumers. With spending expected to rise by 47% this year, competition will be fierce.

SEO can make a significant ecommerce contribution; some final tweaks can make the difference between rising to the top of results and languishing at the bottom of page one.

The holiday season begins in earnest for ecommerce companies with the Black Friday weekend, bookended by Black Friday (November 24) and Cyber Monday (November 27).

Black Friday (the day retailers traditionally go ‘into the black‘ due to the bumper sales) follows Thanksgiving in the US and kicks off a spending spree that typically continues through the Christmas period. The digital revolution has facilitated huge growth in spending worldwide, even spawning the online-focused Cyber Monday counterpart to satiate consumers‘ desire to pick up a bargain.

Although dwarfed by China’s equivalent, known as ‘Singles Day‘, which recently posted $12 billion in sales on Alibaba alone within just 2 hours, Black Friday holds particular significance for retailers in the US and beyond.

For context, the following statistics should paint a clear picture of the importance of this period for online stores:

  • 2017 spending is predicted to rise by 47% over the same period in 2016
  • Shoppers in the US spent $3.39 billion on Cyber Monday last year and $3.34 billion on Black Friday
  • The Black Friday week brought sales of £6.5 billion in the UK in 2016
  • The average American consumer will spend $745 over the Black Friday weekend
  • Target sold 3,200 TVs per minute during the first hour of Black Friday last year.

Brands have been planning for the holidays for a long time already, so the focus will now turn to any last-minute changes that can help tempt consumers to their site and provide a seamless transaction experience when they get there.

SEO is quite rightly considered a long-term investment and strategies take time to come into effect, but some fine-tuning can still reap dividends in the immediate short term.

The tips below are intended to give ecommerce sites an SEO performance boost – just in time for the holiday period.

Focus on keyword groups with a high ROI

All brands are aiming to maximize revenues over the holidays, which leads to an increase in activity as their marketing strategies kick into action.

Search demand patterns change too, as consumers seek inspiration across a range of digital media.

This opens opens up new opportunities; search results are affected by these forces and they change in response to the surrounding stimuli. Intelligent targeting of the right queries at the right moments can see brands move into top positions and capitalize on demand peaks.

Historical data from Google Trends or Keyword Planner can highlight the types of queries that tend to increase around this time of year. Typically, modifiers including ‘best‘, ‘gift‘, ‘deals‘, or ‘cheap‘ will be popular with shoppers on the lookout for the right present.

There’s nothing revolutionary about that, but adding these terms to basic SEO elements like internal links, title tags and meta descriptions can make all the difference.

Our guide to advanced keyword research is a great place to start this process, as it helps marketers to isolate short-term opportunities and strategize accordingly.

Use existing landing pages for high-volume terms

It helps if you are using an authoritative page to target profitable queries at the most competitive time of year. With only a couple of weeks until Black Friday, it would be a pretty tall order to launch a brand new page and rank in positions 1-3 for the most important terms,

And yet, many brands do exactly this every year. Rather than having one static Black Friday page and another for Cyber Monday that can be updated every year, they launch a new page every time the holidays roll round.

After all, the trend is predictable; we know searches for [black friday] are about to take off:

The retailers that make the most of this will have had a Black Friday page in place for years already, which benefits from the backlinks that have been sent to the site every year. Small updates, such as adding the year 2017 into the copy and title tag, will help the page gain relevance for this year’s searches.

Once the holidays pass, update the content to move shoppers to more relevant deals and allow the page to accrue SEO value until next year.

Add new content to cover new SEO opportunities

There are less obvious trends to make use of, too.

Recent analysis of BrightEdge data by Eugene Feygin revealed a very significant increase in the number of rich snippets returned for ecommerce queries over the past year. In fact, the research found that there has been an increase in the number of rich snippets of over 26% within the last five months.

Unsurprisingly, Amazon has benefited to a greater degree than most:

BrightEdge_QA

But the same opportunity exists for all retailers.

Given the prominence that is afforded the these quick answers, in what has come to be known as ‘position zero‘, it seems too great a prize to ignore.

The question, then, is how to format content to increase its likelihood of being pulled programmatically as a rich snippet.

There are no black-and-white rules to this, but there are steps we can take to help our chances. For example, using Schema.org mark-up to provide Google with structured data about product features or prices will help greatly, and tools like Moz Keyword Explorer can help identify popular questions.

Repurpose old content to create gift guides

According to Google’s trend report from 2016, more than 70 percent of digital shoppers started their holiday shopping without something particular in mind that they wanted to buy.

The search journey doesn’t end when someone clicks through to a website, of course. With user engagement factors continuing to play a pivotal role in SEO successes, we need to understand the consumer’s intent and match that up to the experience they receive when they land on the site.

Walmart provides a good example of how this can be achieved. They have a range of gift guides, which are categorized by the type of gift the consumer is thinking of, and also for whom they are planning to buy.

walmart seo

It is possible to go further still, through segmentation of content by the consumer’s level of certainty about the product they want to buy. The site can ask these questions to use as prompts to personalize the experience, with live chatbots playing an ever greater role in this area.

This must be complemented by an oft-overlooked aspect of ecommerce SEO: optimization of internal search. A report by Visualsoft found that 17% of UK retailers do not pay attention to the effectiveness of their internal search engine, but this should be taken into account by all ecommerce sites. To do so means making use of autocomplete searches, product recommendations based on search history, and personalized results.

These points require the refinement and adaptation of existing assets for most brands, so they can still be considered quick win activities for the holidays.

Optimize for speed

Back in 2012, Amazon calculated that just one second of slowdown in page load speed costs them $1.6 billion in lost sales, a number that can only have grown in the intervening years.

The aforementioned report from Visualsoft made blunt a point of which we are all aware: when providing a great ecommerce experience, speed matters. It also highlighted how far a lot of online retailers are from meeting the benchmarks expected of them by their customers:

Page_loading

Source: Visualsoft

In addition, new research from BrightEdge (full report here) has highlighted the peak traffic days across devices:

brightedge

This data shows that while mobile traffic peaks on Thanksgiving, it is desktop that takes the lion’s share of visits on Cyber Monday. Moreover, BrightEdge’s research found that desktop takes 67% of overall conversions in the holiday season, as its traffic converts at a significantly higher rate than mobile visits.

Marketers need to be in prime position to move these consumers through to their intended transaction, as they research on one device and come back to convert on another.

Therefore, if there is only one area of on-site experience that SEOs can contribute towards, it should be page load speed. Improved speed can help rankings directly, but it is also a proven way to improve conversion rates on mobile, desktop, and tablet.

The road to achieving this will depend on the website in question, but some best practices would be:

  • Minimize the number of HTTP requests required to load the page
  • Reduce the number of redirects needed to arrive at the final URL
  • Compress or re-size images.

Optimize mixed media assets

It stands to reason that with so many shoppers seeking inspiration, images and videos are essential components of an SEO strategy for the holidays.

At the last minute, brands are likely to have their media strategies set in stone, but SEO can always help to attract more traffic to these assets.

As such, we should be thinking about optimization for search engines like Pinterest and YouTube, and not just Google and Bing.

That said, Google’s universal results provide an excellent opportunity to draw more traffic if images and videos are optimized for the right queries.

Therefore, SEO research for the holiday season should aim to identify the keyword categories and types for which images and videos are returned in the SERPs. Keyword tools like BrightEdge and SEMrush provide a way to do this at scale, helping marketers to evaluate the best areas to apply their efforts.

Take lessons from other digital marketing channels

With such limited time left to test SEO changes, retailers should look to paid media channels to find quick, substantial lessons to apply to organic search. PPC ad copy can be a goldmine for these insights, as is reveals the triggers most likely to appeal to consumers when they are searching. Take the best-performing ad copy variations from paid search and incorporate these into SEO messaging to draw a higher click-through rate.

Recent research into social media ad performance also found that informal, conversational language works best. People tend to be in a different mindset when on social media compared to search, which is driven by their underlying intent and the different natures of the platforms. However, this tone of voice could still be worth testing within PPC ads to see if it helps brands stand out and connect.

That said, we need to bear in mind that consumers don’t think in terms of SEO, PPC, or social media when they are shopping for gifts. They move between these channels and expect a consistent tone in their interactions with a brand.

SEOs should look to broader consumer surveys to understand the role their channel can play to ensure that this consistency is achieved.

One such study from Astound Commerce asked, “Which of the following will most likely prompt you to visit a retailer online this holiday season?”

Consumers, who were prompted to select all of the responses that applied to them, revealed just how many factors can potentially come into play:

Black_friday_1

This is a complex set of interconnected communications, but there are a few clear takeaways for SEO. For example, promotions are a key driver of traffic, so we should add any relevant deals into on-page copy and meta tags.

Make sure your servers are ready

The SEO team at any retailer has important responsibilities on the technical side of things over the holidays.

If all goes to plan, there should be a significant surge in the number of visitors to the site over a short period of time, which can play havoc with servers. Downtime is particularly disastrous at this time of year, so take steps to prepare.

It is worth visiting the site’s error logs to see if there is anything you can fix in advance of the traffic increase, and make sure you have a dedicated point of contact on stand-by if any issues should arise over the holiday season.

Source:: searchenginewatch.com

Digital Marketing News: Social Storefront, The Trust Project and Facebook’s New App

Social Content is the New Storefront [Infographic]
Regardless what others might say, social content is here to stay. Instead of heading to local storefronts, consumers are now heading to social media platforms to find what they need in the in and off-season. Social Media Today

Google tries to bring more transparency to news content with help from The Trust Project
Google has teamed up with The Trust Project that works with over 75 news organizations to determine the difference between quality and promotional content that may be plagued with misinformation. Search Engine Land

Facebook’s New App Connects Creators With Video, Fans And Watch Shows
Facebook is on the hunt for new influencers and wants to see how these experts interact with their networks. Their new app will give “internet stars” a chance to publish, edit and film live video with their audiences. AdAge

Google’s Big Daddy Update: Big Changes to Google’s Infrastructure & the SERPs
Big Daddy has been on the scene since 2005 as part of infrastructure changes. And while it hasn’t always been a fan favorite, it has impacted the approach to SEO. Search Engine Journal

The State Of Subscription Video, In 5 Charts
With more and more content publishers and brands looking to video as the new frontier, many are also looking to monetize their offerings. But how well does subscription video perform in our current content landscape? Digiday

Google aims to make apps for Google Assistant more functional and discoverable
Are homes getting smarter with the help of Google? According to Google, they are making a number of updates to make it easier for third party apps to integrate and develop specific items for key users. Search Engine Land

The Huge Impact of Amazon This Holiday Season (And How Retailers Can Compete)
It’s getting even harder to compete with larger retailers during the holiday season. In fact, a new report found that shoppers expect to make at least one purchase for Amazon. Where does that leave other retailers during the holiday season? MarketingProfs

LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns
As of April (no fools) LinkedIn launched their lead gen forms which let advertisers collect information through Sponsored Content Ads.Now, these options are available to members using the Sponsored InMail ad format which has enabled brands to add their own questions to the forms. MarketingLand

What were your top digital marketing news stories this week?

We’ll be back next week with more digital marketing news! If you need more in the meantime, follow @toprank on Twitter or leave your thoughts in the comments.

The post Digital Marketing News: Social Storefront, The Trust Project and Facebook’s New App appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Left is Right & Up is Down

Probably the single best video to watch to understand the power of Google & Facebook (or even most of the major problems across society) is this following video about pleasure versus happiness.

In constantly seeking pleasure we forego happiness.

The „feed“ based central aggregation networks are just like slot machines in your pocket: variable reward circuitry which self-optimizes around exploiting your flaws to eat as much attention as possible.

The above is not an accident. It is, rather, as intended:

„That means that we needed to sort of give you a little dopamine hit every once in a while because someone liked or commented on a photo or a post or whatever … It’s a social validation feedback loop … You’re exploiting a vulnerability in human psychology … [The inventors] understood this, consciously, and we did it anyway.“

  • Happy? Good! Share posed photos to make your friends feel their lives are worse than your life is.
  • Outraged? Good! Click an ad.
  • Hopeless? Good. There is a product which can deliver you pleasure…if only you can…click an ad.

The central network operators not only attempt to manipulate people at the emotional level, but the layout of the interface also sets default user patterns.

Most users tend to focus their attention on the left side of the page: „if we were to slice a maximized page down the middle, 80% of the fixations fell on the left half of the screen (even more than our previous finding of 69%). The remaining 20% of fixations were on the right half of the screen.“

This behavior is even more prevalent on search results pages: „On SERPs, almost all fixations (94%) fell on the left side of the page, and 60% those fixations can be isolated to the leftmost 400px.“

On mobile, obviously, the attention is focused on what is above the fold. That which is below the fold sort of doesn’t even exist for a large subset of the population.

Outside of a few central monopoly attention merchant players, the ad-based web is dying.

Mashable has raised about $46 million in VC funding over the past 4 years. And they just sold for about $50 million.

Breaking even is about as good as it gets in a web controlled by the Google / Facebook duopoly. 😀

Other hopeful unicorn media startups appear to have peaked as well. That BuzzFeed IPO is on hold: „Some BuzzFeed investors have become worried about the company’s performance and rising costs for expansions in areas like news and entertainment. Those frustrations were aired at a board meeting in recent weeks, in which directors took management to task, the people familiar with the situation said.“

Google’s Chrome web browser will soon have an ad blocker baked into it. Of course the central networks opt out of applying this feature to themselves. Facebook makes serious coin by blocking ad blockers. Google pays Adblock Plus to unblock ads on Google.com & boy are there a lot of ads there.

Format your pages like Google does their search results and they will tell you it is a piss poor user experience & a form of spam – whacking you with a penalty for it.

Of course Google isn’t the only search engine doing this. Mix in ads with a double listing and sometimes there will only be 1 website listed above the fold.

I’ve even seen some Bing search results where organic results have a „Web“ label on them – which is conveniently larger than the ad label that is on ads. That is in addition to other tricks like…

lots of ad extensions that push organics below the fold on anything with the slightest commercial intent
bolding throughout ads (title, description, URL) with much lighter bolding of organics
only showing 6 organic results on commercial searches that are likely to generate ad clicks

As bad as either of the above looks in terms of ad load or result diversity on the desktop, it is only worse on mobile.

On mobile devices organic search results can be so hard to find that people ask questions like „Are there any search engines where you don’t have to literally scroll to see a result that isn’t an advertisement?

The answer is yes.

DuckDuckGo.

But other than that, it is slim pickings.

In an online ecosystem where virtually every innovation is copied or deemed spam, sustainable publishing only works if your business model is different than the central network operators.

Not only is there the aggressive horizontal ad layer for anything with a hint of commercial intent, but now the scrape layer which was first applied to travel is being spread across other categories like ecommerce.

Ecommerce retailers beware. There is now a GIANT knowledge panel result on mobile that takes up the entire top half of the SERP -> Google updates mobile product knowledge panels to show even more info in one spot: https://t.co/3JMsMHuQmJ pic.twitter.com/5uD8zZiSrK— Glenn Gabe (@glenngabe) November 14, 2017

Here are 2 examples. And alarms are going off at Amazon now. Yes, Prime is killer, but organic search traffic is going to tank. Go ahead & scroll down to the organic listings (if you dare).And if anyone clicks the module, they are taken away from the SERPs into G-Land. Wow. :) pic.twitter.com/SswOPj4iGd— Glenn Gabe (@glenngabe) November 14, 2017

The more of your content Google can scrape-n-displace in the search results the less reason there is to visit your website & the more ad-heavy Google can make their interface because they shagged the content from your site.

Simply look at the market caps of the big tech monopolies vs companies in adjacent markets. The aggregate trend is expressed in the stock price. And it is further expressed in the inability for the unicorn media companies to go public.

As big as Snapchat & Twitter are, nobody who invested in either IPO is sitting on a winner today.

Google is outraged anyone might question the numbers & if the current set up is reasonable:

Mr Harris described as “factually incorrect” suggestions that Google was “stealing” ad revenue from publishers, saying that two thirds of the revenues generated by online content went to its originators.

“I’ve heard lots of people say that Google and Facebook are “ruthlessly stealing” all the advertising revenue that publishers hoped to acquire through online editions,” he told the gathering.

“There is no advertising on Google News. Zero. Indeed you will rarely see advertising around news cycles in Google Search either.

Sure it is not the ad revenues they are stealing.

Rather it is the content.

Either by scraping, or by ranking proprietary formats (AMP) above other higher quality content which is not published using the proprietary format & then later attaching crappier & crappier deals to the (faux) „open source“ proprietary content format.

Google keeps extracting content from publishers & eating the value chain. Some publishers have tried to offset this by putting more ads on their own site while also getting further distribution by adopting the proprietary AMP format. Those who realized AMP was garbage in terms of monetization viewed it as a way to offer teasers to drive users to their websites.

The partial story approach is getting killed though. Either you give Google everything, or they want nothing.

That is, after all, how monopolies negotiate – ultimatums.

Those who don’t give Google their full content will soon receive manual action penalty notifications

Important: Starting 2/1/18, Google is requiring that AMP urls be comparable to the canonical page content. If not, Google will direct users to the non-AMP urls. And the urls won’t be in the Top Stories carousel. Site owners will receive a manual action: https://t.co/ROhbI6TMVz pic.twitter.com/hb9FTluV0S— Glenn Gabe (@glenngabe) November 16, 2017

The value of news content is not zero.

Being the go-to resource for those sorts of „no money here“ news topics also enables Google to be the go-to resource for searches for [auto insurance quote] and other highly commercial search terms where Google might make $50 or $100 per click.

Economics drive everything in publishing. But you have to see how one market position enables another. Google & Facebook are not strong in China, so Toutiao – the top news app in China – is valued at about $20 billion.

Now that Yahoo! has been acquired by Verizon, they’ve decided to shut down their news app. Unprofitable segments are worth more as a write off than as an ongoing concern. Look for Verizon to further take AIM at shutting down additional parts of AOL & Yahoo.

Firefox recently updated to make its underlying rendering engine faster & more stable. As part of the upgrade they killed off many third party extensions, including ours. We plan to update them soon (a few days perhaps), but those who need the extensions working today may want to install something like (a href=“https://www.comodo.com/home/browsers-toolbars/browser.php„>Comodo Dragon (or another browser based on the prior Firefox core) & install our extensions in that web browser.

As another part of the most recent Firefox update, Firefox dumped Yahoo! Search for Google search as their default search engine in a new multiyear deal where financial terms were not disclosed.

Yahoo! certainly deserved to lose that deal.

First, they signed a contract with Mozilla containing a change-of-ownership poison pill where Mozilla would still make $375 million a year from them even if they dump Yahoo!. Given what Yahoo! sold for this amounts to about 10% of the company price for the next couple years.

Second, Yahoo! overpaid for the Firefox distribution deal to where they had to make their user experience even more awful to try to get the numbers to back out.

Here is a navigational search result on Yahoo! where the requested site only appears in the right rail knowledge graph.

The „organic“ result set has been removed. There’s a Yahoo! News insert, a Yahoo Local insert, an ad inviting you to download Firefox (bet that has since been removed!), other search suggestions, and then graphical ads to try to get you to find office furniture or other irrelevant stuff.

Here is how awful those sorts of search results are: Yahoo! was so embarrassed at the lack of quality of their result set that they put their logo at the upper right edge of the page.

So now they’ll be losing a million a day for a few years based on Marissa Mayer’s fantastic deal with Firefox.

And search is just another vertical they made irrelevant.

When they outsourced many verticals & then finally shut down most of the remaining ones, they only left a few key ones:

On our recent earnings call, Yahoo outlined out a plan to simplify our business and focus our effort on our four most successful content areas – News, Sports, Finance and Lifestyle. To that end, today we will begin phasing out the following Digital Magazines: Yahoo Food, Yahoo Health, Yahoo Parenting, Yahoo Makers, Yahoo Travel, Yahoo Autos and Yahoo Real Estate.

And for the key verticals they kept, they have pages like the following, which look like a diet version of eHow

Every day they send users away to other sites with deeper content. And eventually people find one they like (like TheAthletic or Dunc’d On) & then Yahoo! stops being a habit.

Meanwhile many people get their broader general news from Facebook, Google shifted their search app to include news, Apple offers a great news app, the default new tab on Microsoft Edge browser lists a localize news feed. Any of those is a superior user experience to Yahoo!.

It is hard to see what Yahoo!’s role is going forward.

Other than the user email accounts (& whatever legal liabilities are associated with the chronic user account hacking incidents), it is hard to see what Verizon bought in Yahoo!.

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Source:: seobook.com

Here’s how to get executives excited about SEO

As an SEO expert at your company – maybe the SEO expert – you may find yourself needing to persuade executives to invest more in your company’s SEO practices.

Championing SEO means successfully selling the right company leaders on the benefits, demonstrating the effectiveness and wisdom of your specific SEO strategy, and, more often than not, including a few convincing facts about why it will make them look good.

Here are four practices you should use to your advantage when trying to win executive support for your SEO proposals:

1) Understand your executive audience before you even step in the room

When you enter the executive meeting to present your SEO plan, know exactly what you’re getting into. Is this a group discussion, or are you going in one-on-one? What will keep the attention of this particular individual or group, and what are the expectations for this meeting on the other side of the table?

In presenting your plan, it’s important to tell executives everything they need to know in order to say yes. This means explaining the very specific goals that your SEO proposal will help the business achieve. Clearly explain any costs and risks as well, so that executives have the information to make a fully informed decision.

Remember that they may even have to sell what you’re proposing at the level above them. If it’s possible to tailor what your asking for and how you present it to align well with current budgeting and company strategy, do so.

Overall, try to hand executives the ready-made case they need to fully convince both themselves and others how a greater investment in SEO will positively affect the bottom line.

2) Prepare a presentation that’s focused, powerful, and to the point

Take the time to practice and refine your presentation, focusing on a tight collection of points that you want – and need – to make. It also doesn’t hurt to use a few tricks from the advertising world, from plain old flattery to the bandwagon approach.

Make it clear that a proper focus on SEO is what smart companies are doing to succeed, and that this focus will serve to increase exposure for the tremendous work being done by creative and other teams. Also explain how “everyone else is doing it,” especially through presenting information that highlights where competitors have superior SEO practices and are beating your company in search rankings.

A little competitive spirit and FOMO can help put the push for SEO in perspective and get executives animated about how your company can respond – a response plan you ought to have ready as well.

3) Stick to terminology your audience can understand

Remember that the executives in your audience probably don’t understand SEO terminology at an expert level. That said, you shouldn’t hesitate to provide specific examples and information that will help draw them in; just be sure to avoid SEO jargon with which non-experts aren’t familiar.

For example, you may want to talk about metadata and KPIs, but your audience may need a bit of guidance to navigate these terms. You can accomplish this with rephrasing, such as changing metadata to “how searchers view your result on the search engine results page”, and KPIs to “specific data points that matter.”

4) Present those specific data points that matter

When weaving the narrative you present to executives as to how an investment in SEO will achieve intended results for your company, ensure that they take it as more than a fairy tale: ground everything in actual data.

From an internal execution standpoint, this means getting specific with the costs, personnel, and bandwidth required. It also means setting target goals the potential visibility and profit your company’s SEO efforts will deliver.

Don’t be afraid to dive into the real metrics that your proposal has been crafted to improve. This will likely include specific information like customer acquisition cost (CAC), the marketing percentage of CAC, the ratio of customer lifetime value to CAC, the time to payback the CAC, and the marketing originated/influenced customer percentages.

If your presentation can convincingly demonstrate how your SEO efforts will return favorable numbers for these metrics, there’s a good chance that executives would be smart to listen to you – and that they will.

Kevin Gamache is Search Strategist at Wire Stone, a digital marketing agency part of Accenture Interactive.

Source:: searchenginewatch.com

How B2B Brands are Getting Creative on Twitter with 280 Characters

Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside?

It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent decision to double its character limit to 280. The 140-character tweet felt as natural and familiar as 10 organic listings on a search engine results page. Now, the game has changed completely.

Bigger isn’t always better, of course. If brands simply take this opportunity to double down on their promotional messaging or stack hashtags, it’s not going to create a better experience for users. The real opportunity, as our Caitlin Burgess explained last month when previewing the Twitter character expansion, “is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.”

Now that the 280-character format has been rolled out in earnest, we thought we’d find a few examples of B2B brands that are taking advantage in creative and exemplary ways. If you’re trying to determine how this alteration can fit within your social media marketing approach, take a cue from the clever uses below.

Quirky Brand Plays

What does your company represent? What’s a gag that only people within your niche will truly understand? The character extension opens up new avenues for playful punnery with your followers.

For instance, this was tech conglomerate Cisco’s first foray into the #280characters hashtag:

01001000 01100001 01110110 01101001 01101110 01100111 00100000 01100001 00100000 01100010 01101001 01110100 00100000 01101101 01101111 01110010 01100101 00100000 01100110 01110101 01101110 00100000 01110111 01101001 01110100 01101000 0001010 #280characters

— Cisco (@Cisco) November 8, 2017

Illumina, a genetic research solutions firm, took a similar tact with this gloriously geeky genome sequence:

gagttttatc gcttccatga cgcagaagtt aacactttcg gatatttctg atgagtcgaa aaattatctt gataaagcag gaattactac tgcttgttta cgaattaaat cgaagtggac tgctggcgga aaatgagaaa attcgaccta tccttgcgca gctcgagaag ctcttacttt gcgacctttc gccatcaact aacgattctg tcaaaaactg acgcgttgga tgagga #280characters ?

— Illumina (@illumina) November 7, 2017

Demonstrate Practical Uses

As a social media management platform, HootSuite is uniquely invested in Twitter’s latest pivot, so when announcing they’d integrated the update for their users, they also showed off a smart way to utilize the extra space:

Great news everyone! Hootsuite users can now tweet with all 280 characters!

That means you can tweet a whole story about owls if you wanted to! ?

Or you can keep it brief. The option is yours! With great power comes great responsibility. Tweet wisely, friends. pic.twitter.com/czq8KbdqZ7

— Hootsuite (@hootsuite) November 10, 2017

One of the imperatives for online writing is to keep blocks of text in short, digestible chunks so that scanning readers won’t gloss over them. As this tweet shows, you can now incorporate that mindset on Twitter.

Add Substance to Your Link Teases

Properly setting up an article link with an informative and compelling tease could be challenging when you only had 120 characters (the link itself, of course, would take up 20). Now, we have much more room to summarize our content and explain why people should click. John Flannery, CEO of General Electric, exemplifies the ability to elaborate with this tweet linking to his investors presentation:

Just finished updating investors on plans for a simpler, stronger, highly focused GE. Unmatched global scale and strength in technology, services, additive & digital. 2018 is about execution. Here’s my presentation: https://t.co/4EYJ9Ml47b

— John Flannery (@JohnFlannery_GE) November 13, 2017

Make Tweets More Diverse and Robust

Admittedly, all-text tweets like the one above are going to cause some users scrolling their feeds to keep on moving; this is a danger of the expanded character count. The beauty of 140 was that it kept everything very bite-sized.

In order to keep people engaged with longer messages, you can incorporate several different elements to make them pop. For example, in the tweet below via Dell’s CSR branch, you’ll find multiple hashtags, a user handle, a link, and an image — all within a complete mini-narrative:

When a parent is deployed, a recorded video of a bedtime story can mean the world to a child. In honor of #VeteransDay weekend, we’re highlighting the unique way @UTR4Military uses #technology to bring #militaryfamilies together: with the power of reading. https://t.co/GQb2DDfwPX pic.twitter.com/0U8QVhE7wN

— Dell Legacy of Good (@Dell4Good) November 9, 2017

Quotes PLUS Descriptions

Under the previous tweeting parameters, we often had to make a decision: pull a quote to generate interest in an article, or include a description of what’s inside? Now, you can do both, as Salesforce shows in this example, where they’re able to both feature a full quote and set up the link while also sprinkling in a couple of emojis and a hashtag:

?? “The race is on to make data science, artificial intelligence, machine learning, and workflows more friendly.” @ZDNet covers the top product announcements coming out of #DF17. https://t.co/glfUGV9vqp

— Salesforce (@salesforce) November 9, 2017

Finally, A Few Things to Keep In Mind

  • Don’t feel like you have to use up all 280 characters just because they’re available to you. At the end of the day, Twitter users prefer brevity and that’s why they love the platform.
  • In fact, one can argue that it’s now more important than ever to try and condense your message into the shortest possible package. On feeds full of longer tweets, the extremely short ones will stand out even more.
  • One of the less talked about aspects of this revamp is that Twitter also expanded the name length for users to 50, up from 20. This opens the door to plenty of new branding possibilities.

How will you make use of all the new real estate on Twitter? This is one key question you should ask before setting your social media strategy. Hopefully these examples and pointers will help you uncover some answers.


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© Online Marketing Blog – TopRank®, 2017. |
How B2B Brands are Getting Creative on Twitter with 280 Characters | http://www.toprankblog.com

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