Kategorie-Archiv: SEO

A visual guide to Pinterest advertising

Pinterest has slowly been building itself up as an advertising alternative to Google and Facebook over the past 12 months.

The company’s focus has historically been on building an engaged user base through its intuitive, visual interface.

As a social network, it has always offered something a little different.

However, advertisers have been skeptical about whether Pinterest could ‘monetize‘ this model, due to the nature of engagements users have and also the demographics that typically spend time on the site.

Those concerns have not been allayed altogether, but Pinterest has made some fascinating moves of late. They have launched a paid search partnership with Kenshoo, completely upgraded their visual search capabilities, and expanded their reach by adding a new Google Chrome extension.

By combining an engaged user base with advertising that doesn’t disrupt their experience, Pinterest may have a formula that works in an age of ad blockers and decreased consumer attention spans. Their stated aim has been to own the ‘discovery‘ phase of the purchase journey, suggesting products to users before they know exactly what they are looking for.

Google has clearly taken notice, too. The search giant’s recent product launches, such as its ‘similar items‚ feature and the recent announcement of Google Lens, demonstrate Google’s strategy to stymie Pinterest’s growth. Imitation is the sincerest form of flattery, after all.

That said, Pinterest remains a relative unknown in the advertising space. Many advertisers would no doubt welcome a third, genuine alternative for their digital ad dollars, a fact that will likely benefit Amazon as well as Pinterest. But before taking the plunge and launching a paid campaign, there are some things we need to know.

As such, it seems timely to take a step back and assess what really differentiates Pinterest from the competition, what options are open to marketers, and what you need to know before getting started with Pinterest advertising.

Since this is Pinterest we’re talking about, we thought a visual guide would be most fitting.

Enjoyed this? Check out some of our other recent visual guides and infographics:

Infographic created by Clark Boyd, VP Strategy at Croud, and graphic designer Chelsea Herbert.

Source:: searchenginewatch.com

The Secret to Creating Scalable, Quality Content and Better CX – Infographic

A woman walks into a retail store and looks around, not finding what she’s there for. She approaches a sales associate and asks, “Excuse me, can you show me where the top of the funnel is? I need to be confronted by every touchpoint of your predetermined sales process before I can purchase something”.

Not one of your customers is doing this.

So why do brands continue to drive content marketing programs based on a linear, sequential buying journey? With so many consumers numb to brand messaging and increasingly blocking advertising, how can marketers do a better job of connecting with and engaging customers with content?

One of the first admissions recovering funnel marketers need to make is that the funnel is dead. The customer buying experience is more like a tangled mix of omnidirectional customer journeys driven by myriad factors, many of which brands no longer have control over. Considering all of those possible influences can be overwhelming, especially when expectations of content performance are higher than ever.

The good news is that content marketers can achieve quality content at scale while creating much better experiences for customers with that content by making influencer collaboration part of the strategy.

Content drives all aspects of the customer journey from discovering content to education and inspiration to taking action. There are many influences when it comes to customers and content including other people who are influential.

In fact, there are some very important trends happening in the influencer marketing world that were surfaced in our research with influencer relationship platform, Traackr. What is working, what is not? What are the differences between B2B and B2C? How are companies budgeting and what are the best practices and case studies to learn from?

For a preview of these top Influencer Marketing trends and more, be sure to see this excellent interactive infographic created by our friends at the interactive content marketing platform Ceros of the Influence 2.0 Report by Brian Solis (in partnership with Traackr and my agency, TopRank Marketing).

Lucky 13 considerations for an integrated approach to influencer generated content:

1. Thinking about customer insight as it relates to information discovery, consumption and acton through the lens of influence opens up some very interesting doors of opportunity. In fact, when marketers integrate influencer marketing at the content marketing strategy level, it becomes a compelling and long term opportunity that most overlook.

2. For example, consider content discovery: A study by Augure reports that 93% of marketers implementing influencer marketing say it is effective to build brand awareness. And Burst Media reports that marketers are getting nearly a 10 to 1 return on earned media value from working with influencers on content.

3. Why hire a PR firm for media relations when you could work with influencers to create editorial placements that get ten times the reach? Actually, I think “working with PR” should be an “also” not an “instead of”. Media Relations and advertising investments with influencer content is a winning combination, not an either/or.

4. Content is King and customers are everything else. When it comes to content engagement, you have to decide what kind of content your customers prefer with considerations for topics, format, length, media type and even what devices they use.

5. Influencers lead and buyers follow. In his research, Dr. Jonah Berger of the Wharton School, reports that 82% of consumers follow expert recommendations. Twitter reports that 49% of consumers rely on influencers for product suggestions. Those are compelling stats relevant to how brands can work with influencers that can guide the kind of content to engage your customers in more effective ways.

6. Build it and they will come doesn’t work and neither does build and promoted the heck out of it and they will buy. It might, but there are no guarantees. According to research by Content Marketing Institute and MarketingProfs, marketers are not overwhelmingly confident about the effectiveness of their content.

7. Content effectiveness goes up with influencer collaboration. Content Marketing Institute has reported a 10X boost in conversion rates when influencers are involved. Even more compelling is that influencer marketing was found to have 11X better annual ROI over traditional marketing, according to a study by Tapinfluence, White Wave and Nielsen.

8. What good is acquiring customers if they don’t stay customers? A study from McKinsey reports a 37% higher retention rate with customers acquired through influencer content.

9. The solution to better content discovery, engagement and action is the integration of content and working with influencers. The study that we partnered with Traackr and Brian Solis of Altimeter on agrees: 80% of marketers surveyed reported the area of business most impacted by working with influencers was content marketing.

10. This is why my definition of influencer marketing is focused on content:

“Influencer Marketing develops relationships with internal and industry experts with active networks to co-create content that helps drive measurable business goals.“

11. Funnel myth and the influencer warm up. With a relationship and content-focused approach to influencer marketing, customers aren’t looking for a mythical funnel as they visit their favorite online or neighborhood store. Instead, the business warms the buying journey with product recommendations from people that buyers already trust to make recommendations.

12. Pick and choose your influencers wisely. For some customers that might be a famous actor, athlete or champion of business. For other customers it might be a famous or niche social influencer. Discounting either famous or micro-influencers is to discount sources your customers actually trust.

13. It pays to dig in to better understand customers in terms of their content preferences including who influences them and about what, relative to your brand’s products and services. Instead of speculating about topics, keywords and stories, why not actually talk to your customers and find out: What triggers them to look for solutions? What is their pain? What questions do they have that your brand and influencer content can answer? Creating utility for buyers through brand and influencer generated content can be instrumental for creating more findable and meaningful content experiences.

How to jumpstart an influencer generated content program:

1 – Get expert help. Do you know who the top influencers are for your customers relevant to your industry? Do you already have relationships with those influencers? Does your competition?

Research the market, find out who your customers influencers are, big and small. Then make a plan that identifies how collaborating with those influencers on content can be tied to business goals..

2 – Invest in technology. Sure, you could use Twitter search or Followerwonk and a spreadsheet to create a list of influencers, but you could also bring a spatula to a gun fight – if you get what I mean.

Influencer marketing technology will help you intelligently identify, qualify, and engage with influencers as well as to manage communications and measure performance of your work together. There are highly useful, fundamental tools like BuzzSumo or specialty platforms like GroupHigh or Upfluence for bloggers, LittleBird for Twitter or more enterprise focused solutions like Traackr and Onalytica. There are also marketplaces like TapInfluence, Collective Bias or Linqia where you can “shop” for influencers to engage like advertising.

3 – Activate customers. Advocacy is powerful so you should start by activating those who are already expressing positive sentiment towards your brand and the things your brand and customers care about.

Benchmark the metrics you plan on affecting with influencer collaboration and start with those who are already advocate. That might mean people who follow your brand on social networks, employees and especially current customers. Invite advocate customers with reach, relevance and resonance amongst their communities to collaborate on content. Build out the processes that will make your content marketing more successful when you collaborate with trusted experts and people who have earned the trust of your potential customers.

If you would like to learn more about influencer generated content, best practices and how it can be integrated with your marketing strategy, be sure to check out our agency site, TopRank Marketing.

I’m also going to be speaking on content and influencer marketing topics at several upcoming conferences:

May 16, New York: ContentSEO
Content Marketing (R)evolution

June 2, Chicago: 2017 Masters of B2B Marketing
Influencer Marketing: Hype or Hope for B2B

June 19 London: Digital Marketing World Forum
Influence + Content = Digital Marketing Success in 2017

June 22 London: B2B Ignite
Influence: Mighty Hype or Great Hope for B2B

I hope to see you there!


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The Secret to Creating Scalable, Quality Content and Better CX – Infographic | http://www.toprankblog.com

The post The Secret to Creating Scalable, Quality Content and Better CX – Infographic appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

How video impacts mobile web performance and UX, part 2: autoplay and audio

Image shows two charts 1. Content breakdown for homepages of the top 100 sites 2. Content breakdown for the homepage of YouTube. Source: HTTP Archive April 2017

Mobile video is a major up-and-coming trend in content, with brands everywhere converging on the new and lucrative mobile video market.

Mark Zuckerberg said on a recent shareholder conference call that he sees video as “a megatrend on the same order as mobile” – which makes mobile video, the intersection between the two, the ultimate sweet spot of engaging content to draw in new consumer eyeballs.

But sadly, there are still some technical hurdles to overcome before the mobile video experience is as smooth as companies would like it to be. In our previous installment we looked at how video can be a massive mobile data hog, and why it shouldn’t (but still does) have an impact on download speed.

In this part we’ll look at the contentious subject of autoplaying videos and their impact on mobile webpage performance, as well as how audio can delay page speed, and what kind of conditions make for a poor viewer experience (VX).

Our third and final part will consider some solutions that webmasters can enact to counter the issues with mobile video.

Video autoplay and page performance

Comparing the data on HTTP Archive for average content for the top 100 most popular sites (according to Alexa) with the top 1 million (shown above) reveals some interesting stats.

On average, video content is just 17kB (rather than 128kB) which is 2.1% of total page size, which, is a (comparatively) slender 828kB.

There are three reasons why this might be:

  1. Top sites avoid using video. (Considering these include video specialist like YouTube, BBC and CNN, this is the least likely of the three reasons).
  2. Top sites avoid using video on the (mobile) homepage. (The homepage of YouTube, for example, is made up of image links to videos, rather than videos themselves. Each video has its own webpage).
  3. Top sites use video more efficiently (as Dutton suggests).

Querying this apparent anomaly of video usage between all sites and the top 100 with the web performance experts at HTTP Archive, we received the following answer from Rick Viscomi, a leader of the HTTP Archive project and Developer Advocate at Google:

“I think the answer is: efficiency. To be more specific, I think it comes down to autoplay. HTTP Archive just visits a page and records the page load without clicking around. Autoplay videos would be captured on those visits, while click-to-play would not.

“Autoplaying is wasteful for everyone involved because a page visit does not always demonstrate intent to watch. One notable exception is YouTube, where visiting a watch page is definitely intent to watch. Keep in mind that only home pages are crawled by HTTP Archive. So my theory is the top sites choose not to autoplay in order to keep bounce rates low and conversions high.”

Notably, autoplay video and audio is also frowned on from an accessibility perspective. See these BBC guidelines for example. The reason for this is that people with visual impairments rely on screen readers to read aloud a webpage. Clearly if audio or video media starts to play (including advertisements) it will interfere with the screen reader and will make tricky for the user to find out how to make it stop.

The impact of audio on page performance

One of the most useful features of HTTP Archive or WebPageTest (from where it is captured) is the filmstrip which shows how a website loads on a mobile device second by second.

The loading process for New York Times mobile site on May 1, 2017 is captured by HTTP Archive in the image below. The audio story The Daily is at the top of the mobile page, above the fold, allowing us to see clearly how audio may delay page speed.

The audio does not finish loading until 22 seconds, when the play button finally appears and the site is visibly complete.

Poor viewer experience (VX)

Assuming there is no autoplay, a correctly coded website should not require the video to be downloaded until the user requests it by clicking on the play button.

However as soon as the mobile user clicks on that play button, the level of expectation changes…

There are three potential VX problems with video:

  1. The video is too slow to start.
  2. It fails to start.
  3. It stalls during play back – this is due to (re) buffering or a dropping connection, typically shown by the spinning wheel.
  4. Poor video quality – or quality that is less an optimal for the connection.

Research by Conviva and nScreenMedia (November 2016) illustrates the difference in VX quality when a viewer is indoors (WIFI) or outdoors (cellular) failures for videos to start increases from 1.5% to 2.9% and buffering issues rises from 7.9% to 14.3% of views.

This has a noticeable impact on user satisfaction out of home 11.8% exit before the video starts versus 9.0% in home.Graph shows difference in video quality when a viewer is indoors or outdoors (as explained in the text). Source: Conviva and nScreenMedia (November 2016).

Research carried out by University of Massachusetts and Akamai, of 6.7 million video viewers, in 2012, also shows a growing intolerance to slow, stalling video.

Ramesh Sitaraman, Professor of Computer Science, UMass, Amherst tells ClickZ:

“Mobile users are impatient and abandon videos that do not start up quickly. However, they are more patient than users who have high-speed Internet access (say, Fiber), since their expectations of speed are lower in comparison.

“Mobile users start to abandon a video after waiting for about 2 seconds. By the 10 second mark, if the video has not started, roughly a fifth have abandoned.”

And on stalling:

“We don’t have data split out just for mobile. But, we studied a cross-section of users that included mobile. Overall, people watch videos for a shorter period of time when the video stalls than they would have otherwise.

“Roughly, a 1% increase in stalls leads to 5% decrease in the minutes watched.”

This is Part 2 of a series looking at how video impacts mobile web performance and UX. Read the previous installment: How video impacts mobile web performance and UX, part 1: data and download speed.

Source:: searchenginewatch.com

Digital Marketing News: Mobile Marketing Facts, Augmented Reality on Snapchat and More Google Updates

104 Facts You Didn’t Know About #Mobile #Marketing (Infographic)
There’s a lot to know about mobile marketing. To help keep fellow marketers up to speed, this infographic shares 104 facts about mobile marketing including usage, commerce, advertising and email. Case in point: mobile marketing is a key player in all marketing strategies. Walkertecharts.com

Snapchat Releases Sponsored World Lenses, Which Allow Brands to Augment Reality
Snapchat is now bringing ads to the real word with Sponsored Lenses. This new feature builds on Snapchat’s world lenses, and brands like Warner Bros., Netflix and Dunkin‘ Donuts are turning these 3D graphics into ads. What will they do next? Adweek

Google Can Now Remove AdSense Ads From Single Pages
Instead of ads being pulled from an entire site, Google’s AdSense policies will now only remove ads from specific pages containing AdSense violations. Also, if an ad gets removed, Google has a communication channel for that. Policy violations are clearly stated in a new Policy Center. Search Engine Journal

Paid Search Trends 2017 Q1
A recent report from iProspect looked at paid search trends for Q1 in 2017, and gathered together key findings and insights in this report. Overall, it’s been a costly quarter for advertisers and wild cards in the marketing mix can make all the difference between growth and depreciation. iProspect

What Grade Do Marketers Give Their Personalization Efforts?
96% of marketers say personalization helps advance customer relationships in this survey conducted by Evergage. While most marketers give themselves an above-average grade, there is still plenty of room for improvement. MarketingProfs

How LinkedIn’s Latest Update Could Help Boost Your Exposure Through the Platform
The recent acquisition of LinkedIn by Microsoft is using third party online services to make your “public” profile more visible. If you haven’t updated your LinkedIn profile recently, you may want to brush up. You never know who’s going to find you, thanks to this new update. Social Media Today

4 Charts on Marketing to Middle America
A new survey from Digiday captures important information for marketers about customers who have recently gotten a lot of attention due to the presidential election. Findings focus on values, search habits, online purchase habits and brand importance. Digiday

Facebook Now Pinpoints Individual Posts to Keep Clickbait Out of the News Feed
A change to the Facebook algorithm now distinguishes between headlines that withhold information and headlines that exaggerate the story. Honing in on specific individual posts, rather than entire websites, will help to eliminate clickbait that over-promises and under-delivers. Marketing Land

What were your top news stories this week?

We’ll be back next week with more top online marketing news. Have something to add? Share your thoughts in the comments to Tweet to @toprank.

The post Digital Marketing News: Mobile Marketing Facts, Augmented Reality on Snapchat and More Google Updates appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

7 advanced Google Shopping strategies [Infographic]

Google Shopping Ads now make up 56% of retailer ad spend in the USA, and a study by Merkle has shown that GS ads accounted for 46% of clicks to retailers in the second quarter of 2016.

The current trends indicate that Google Shopping revenue is only going to grow in the next few years, making it more vital than ever to have a strong Google Shopping strategy as a retailer.

The infographic below, produced by Clicteq, will give you a quick visual and entertaining summary of seven advanced Google Shopping strategies that can supercharge your Google Shopping performance and help you compete in 2017.

Source:: searchenginewatch.com