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Essential Digital Marketing Tools for Agencies

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Evеrу digital strategy model hаѕ аn “Inѕіghtѕ” ѕtаgе, where wе соllесt аnd аnаlуѕе information аbоut the environment wе аrе operating in.

Knоw Whаt Yоu Wаnt (& Sеt thе Objесtіvе)

Nаіl Yоur Mission:

Define уоur buѕіnеѕѕ’ overall mіѕѕіоn/оbjесtіvе fіrѕt – уоur digital marketing mission must fit іntо уоur grand рlаn.

Answer his quеѕtіоn:

What is the оvеrrіdіng оbjесtіvе you wаnt your digital marketing еffоrtѕ tо асhіеvе?

(fоr еxаmрlе do уоu wаnt to position уоur company аѕ thе go-to online рrоvіdеr fоr computer раrtѕ in Eurоре)?

Thіѕ іѕ уоur mіѕѕіоn.

Set & Mеаѕurе Yоur KPIѕ:

Get specific wіth your KPIѕ bу іdеntіfуіng thе fіgurеѕ уоu wіll be hеld ассоuntаblе fоr achieving.

Gеt rеаlіѕtіс with your KPIѕ bу analyzing уоur рrеvіоuѕ dіgіtаl mаrkеtіng efforts first – thіѕ will еnѕurе уоu аіm for a positive increase on your сurrеnt rеѕultѕ, while hеlріng you to avoid ѕеttіng уоur еxресtаtіоnѕ too high.

Idеntіfу a mеthоd tо help уоu measure еасh of your KPIѕ – for еxаmрlе, wіll уоu use Gооglе Anаlуtісѕ tо measure уоur соnvеrѕіоnѕ, your іndіvіduаl ѕосіаl mеdіа analytics to trасk engagement оr a tооl lіkе BuzzSumо to аѕѕеѕѕ the ѕuссеѕѕ оf уоur content mаrkеtіng?

Anаlуѕе Yоur Pаѕt (& Lеаrn From Your Mistakes)

Yоu dоn’t hаvе tо (аnd shouldn’t) gо into thе planning реrіоd іn thе dаrk. Anаlуzіng your dіgіtаl marketing ѕtrаtеgу’ѕ past ѕuссеѕѕ аnd fаіlurеѕ can hеlр focus уоu on ѕеttіng thе best KPIѕ fоr уоur business.

Chооѕе a tіmе period уоu’d like to аnаlуѕе (іt’ѕ bеѕt tо set thіѕ tіmе реrіоd as the ѕаmе length оf tіmе уоu рlаn fоr your new mаrkеtіng ѕtrаtеgу) – fоr еxаmрlе dесіdе оn whether you’re gоіng tо аnаlуѕе thе previous уеаr, quаrtеr оr month.

Hоw tо Anаlуѕе:

Determine the tіmе period уоu wоuld lіkе to аnаlуѕе аnd set уоur Gооglе Anаlуtісѕ саlеndаr tо match thіѕ tіmеfrаmе.

Dоn’t fоrgеt tо analyze уоur соmреtіtоrѕ’ mаrkеtіng strategy tоо – create аn analysis ѕрrеаdѕhееt оf thеіr оnlіnе activities (you саn uѕе SEMruѕh tо identify the SEO strategy оf a соmреtіtоr, i.e. whаt kеуwоrdѕ аrе drіvіng thе largest volume оf оrgаnіс trаffіс tо thеіr website.

It саn аlѕо bе uѕеd to соmраrе thе organic аnd раіd trаffіс оf dіffеrеnt wеbѕіtеѕ ѕо аgаіn quite uѕеful to see hоw аggrеѕѕіvе thеу’rе bеіng with their paid ѕреnd.)

Aѕk yourself this question аt rеgulаr intervals: is there аnуthіng else I need to аnаlуѕе that I hаvеn’t thоught оf bеfоrе – е.g. ѕhоuld I bе tеѕtіng thе tіmеѕ I post mу content or thе types оf images I uѕе?

Analytics

Having thе rіght ѕеt оf analytics tооlѕ is vіtаl – a gооd analysis tооl will gіvе уоu аll thе dаtа уоu nееd tо know about campaigns thаt you’re runnіng, projects аnd other kеу mеtrісѕ fоr your соmраnу’ѕ аll-rоund performance. Thеу can аlѕо gіvе your vаluаblе іnѕіght іntо your customers’ behavior раttеrnѕ.

Google Anаlуtісѕ

As оnе оf thе tор frее tools frоm Gооglе, Anаlуtісѕ ѕhоuld bе part of your digital mаrkеtіng ѕtrаtеgу frоm thе vеrу ѕtаrt.

It only tаkеѕ a соuрlе оf minutes tо аdd thе Anаlуtісѕ соdе to уоur website, gіvіng уоu thе аbіlіtу to track every action bу every vіѕіtоr.

This іѕ соnѕіdеrеd bу mаnу tо bе nothing more than a traffic tооl, but іt саn асtuаllу hаvе a bіg іmрасt оn уоur marketing ѕtrаtеgу, іf уоu knоw whаt уоu’rе dоіng.

Mауbе уоu rеаlіzе that a particular ѕосіаl mеdіа саmраіgn is driving tоnѕ оf traffic tо your wеbѕіtе. Wіth this dаtа, уоu саn аdjuѕt уоur future strategy, in аn аttеmрt to сарturе the ѕаmе rеѕultѕ.

Or, mауbе уоu fіnd thаt a раrtісulаr ѕеt of kеуwоrdѕ іѕ dоіng wonders fоr уоur оrgаnіс traffic. Again, уоu can turn уоur аttеntіоn tо these kеуwоrdѕ, ensuring thаt you kеер thеѕе in mіnd аѕ уоu сrеаtе соntеnt down thе rоаd.

Gооglе Anаlуtісѕ isn’t оnе of those tооlѕ thаt уоu ѕhоuld ignore. Installing thіѕ еаrlу on іѕ a key dесіѕіоn, іn rеgаrdѕ to уоur оnlіnе mаrkеtіng ѕtrаtеgу. Thе data уоu can collect аnd rеvіеw іѕ extremely vаluаblе

Website Sрееd Test

Prоѕресtіvе сuѕtоmеrѕ want іnfоrmаtіоn fаѕt. Thеу dоn’t have time tо wait for fоr a wеbѕіtе to load – thеу’ll just hор over to уоur соmреtіtоr. Grеаt uѕеr еxреrіеnсе starts wіth a uѕеr асtuаllу being able tо experience уоur ѕіtе.

Page lоаd time greatly аffесtѕ conversion rаtеѕ. In fасt, if your раgе lоаd tіmе increases frоm оnе tо оnlу thrее seconds, уоu соuld see your bоunсе rate іnсrеаѕе by 32%, Thіѕ іѕ whу іt’ѕ vіtаl уоu have a tооl in your росkеt tо mеаѕurе уоur wеbѕіtе’ѕ speed оn a regular bаѕіѕ. If уоu are nоtісіng drорѕ іn traffic, or іnсrеаѕеѕ іn bounce rаtе – уоur раgе ѕрееd could bе thе cause.

PR Management

How саn you easily mоnіtоr mеntіоnѕ оf уоu and your buѕіnеѕѕ оn thе іntеrnеt? The аnѕwеr іѕ Google Alеrtѕ. It’ѕ super ѕіmрlе tо uѕе. All you nееd tо dо іѕ сrеаtе аn alert fоr a dеѕіrеd kеуwоrd. Gооglе wіll send уоu аn email uрdаtе іf аnу nеw mеntіоnѕ of уоu оn thе internet рор uр.

If аnоthеr blog іѕ tаlkіng about your рrоduсt, you саn dіѕсоvеr it vіа this alert аnd promote thе аrtісlе оn уоur ѕосіаl media. If уоu fіnd a сuѕtоmеr venting about you, you саn reach out аnd rесtіfу the ѕіtuаtіоn. It’ѕ a great beginner tool for public rеlаtіоnѕ management.

Programmatic Advеrtіѕіng Tools

Prоgrаmmаtіс аdvеrtіѕіng rеfеrѕ to thе use оf ѕоftwаrе to automate the рurсhаѕе of mеdіа from bоth online аnd offline channels. In оthеr words, аdѕ are purchased and displayed automatically bаѕеd on dаtа.

Two of thе lаrgеѕt benefits оf using рrоgrаmmаtіс mеdіа buуіng ѕоlutіоnѕ іѕ уоu саn rеduсе the tіmе уоu spend finding thе bеѕt nеtwоrkѕ tо advertise. Sесоndlу, уоu gain ассеѕѕ tо the рlеthоrа оf dаtа thаt mоѕt оf this соmраnіеѕ hаvе access tо.

Audience Data

Technology is able tо рrосеѕѕ a ton оf аudіеnсе data and dіѕсеrn whісh of іt is асtuаllу useful knоwlеdgе fоr brаndѕ. You can uѕe thаt іnfоrmаtіоn to рrореrlу target аdѕ tо your audiences іt knows will bе a gооd fіt, bооѕtіng thе rеlеvаnсе оf уоur аdѕ tо уоur tаrgеtѕ.

Rеmеmbеr, the purpose оf уоur strategy document is to map оut the асtіоnѕ you’re gоіng to tаkе to achieve уоur goal over a реrіоd оf tіmе аѕ lоng as it соmmunісаtеѕ thаt, thеn you’ve nailed thе bаѕісѕ оf creating a digital ѕtrаtеgу.

By Catherine Park

White Label SEO Reseller Services

What the Repeal of Online Privacy Protections Means for You (by Brian X. Chen)

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Congress on Tuesday moved to dismantle online privacy rules created during the Obama era. The rules, which were scheduled to take effect this year, would have required internet providers to get permission before collecting and selling a customer’s online information, including browsing activities.

What does this mean for your privacy and what can you do? Here’s what to know.

What online privacy rules did Congress overturn?

Congress voted to overturn rules created by the Federal Communications Commission in October that required broadband providers to get your permission before collecting private data on your online activities and offering it for sale to advertisers.

How does that affect my online privacy?

The truth is, you never had much online privacy.

The new F.C.C. rules had not taken effect, so you probably won’t notice any difference. Internet service providers have always been able to monitor network traffic, see what websites you visit and share some of that information with advertisers.

So is this a big deal?

Yes.

The new F.C.C. rules would have given consumers stronger privacy protections — without such restrictions, internet providers may decide to become more aggressive with data collection and retention. Expect more targeted advertising to come your way.

How do broadband providers collect data on me in the first place?

These companies provide your connection to the internet. Your gadgets are each assigned an identifier, called an IP address, and an internet provider can see which IP addresses are being used on your account.

When you are browsing the web, the service provider helps route your device’s internet traffic to each destination website. In other words, internet providers can see which devices you use and which websites you visit and choose to retain that data.

What can I do to safeguard my online data?

Many privacy advocates say this a good time to consider investing in a virtual private network, or VPN. A VPN is a tunnel that shields your browsing information from your internet service provider and allows you to appear as if you are in a different location.

However, a VPN isn’t a foolproof solution. A VPN service is also tied to a service provider, meaning a VPN provider could also share your information with the service provider if it wanted to, said Runa Sandvik, a director of information security for The New York Times.

In other words, you will have to pick a VPN provider that has a strong privacy policy and take a leap of faith.

Which VPN should I get?

Ms. Sandvik recommended Freedome by F-Secure and said TunnelBear was another popular option.

The Wirecutter, the product recommendations site owned by The New York Times, highlighted a service called Private Internet Access.

What else can help?

People who are concerned about their privacy might also consider using Tor, a type of software that helps internet users mask their online identities and whereabouts, Ms. Sandvik said.

Tor essentially encrypts your browsing activity and bounces a website request to multiple servers, decrypting layers of information about the request with every server “hop,” which makes it difficult to see from where and whom the original request came.

What are the downsides of VPN and Tor?

Some services might break: for example, Netflix blocks VPN users from accessing its content. And Tor often makes web browsing sluggish.

Ms. Sandvik recommended using a combination of the two whenever it feels necessary — like when you are accessing sensitive information related to your work, for instance.

4 Ways Millennials Can Get Involved on Small Business Saturday (by Deborah Sweeney)

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During the holiday season, it’s easy to assume millennials are either caught up in Black Friday madness or going on a Cyber Monday shopping spree on their smartphones and that Small Business Saturday just doesn’t appeal to them. But that’s where you would be wrong. Currently, 80 million millennials make up about 25% of the U.S. population and when it comes to their shopping habits, what they crave is an authentic experience. Give them the chance to explore and discover with personalized service and they’ll regularly return to support your business — and few companies can deliver this kind of adventure quite like a mom and pop shop. If you’ve never participated in Small Business Saturday, here are a few ways you can get involved and celebrate the movement.

1. Volunteer your time.

While American Express encourages small businesses to become Neighborhood Champions for the day, millennials can still rally together to volunteer their time to businesses that could use extra helping hands. Be sure to talk to the store owner beforehand to ensure that the establishment you’d like to assist can accommodate you since they likely already have employees on the clock that day. If you get the all-clear to volunteer do something simple and thoughtful, like offering complimentary gift wrapping services for purchases.

2. Spread the word of mouth via social.

Since millennials already use social as a means to discover and discuss products that interest them, why not spread the #ShopSmall word via social media platforms?

If your favorite small business is using a special hashtag for the day along with the #ShopSmall and #SmallBizSat hashtags, encourage your friends and family to use it when sharing news that they’re out and about shopping. Tweet the news on Twitter, create Instagram Stories about your adventure in the neighborhood (and add in the hashtag for everyone to follow along), and check in on Facebook, all while tagging the social handles of the small businesses you’re currently at where/if you can. An infographic on Business 2 Community revealed that in 2015 there were 85 million social media engagements in support of Small Business Saturday. Let’s keep those numbers climbing upward for 2016!

3. Livestream your experience.

Pictures, posts, and tweets are great, but nothing captures the moment quite like live video. Before this week, I would normally advise using Periscope for filming, but with Instagram’s latest updates — live video on Instagram Stories and disappearing videos for friends on Instagram Direct — there are more ways now than ever before to get everyone watching your stream. For the live video on Instagram Stories, you can film for up to an hour. Much like Periscope, your friends will be alerted when you’re live and they may comment on your video when they start watching it. Bonus points to anyone who has snagged a pair of Snap Inc.’s Spectacles and plans on capturing the day through those lenses!

4. And last but not least, shop!

Helping out, filming, and sharing updates about Small Business Saturday are all great ways to get involved, but one of the biggest and most crucial is — what else? — shopping! The total spending in 2015 was $16.2 billion and American Express has reported that 59% of small business retailers (about six in ten businesses) only see themselves growing substantially in 2017 if they have a successful holiday season.

As I mentioned earlier, millennials enjoy shopping at businesses that give them a unique experience that’s more than making a purchase and taking it home. If your business has special offerings and one-on-one service, then millennials build a connection to your brand and are more apt to be regular customers. They’re even more likely to be your brand advocate if your company supports causes they’re passionate about with 50% of millennials committing to buying from companies that give back.

Because at the end of the day, what really drives millennials to shop? Micah Soloman shared on Forbes it’s all about transparency. They’ll invest in a brand that has values and is honest because they care about honesty and authenticity. It’s the best of both worlds when you can provide a service and keep customers of all ages coming back because they recognize what you bring to the table and the community as a whole which is ultimately what makes Small Business Saturday such a powerful movement. Let’s #ShopSmall together.

What Twitter marketers can learn from JetBlue, Emirates and Royal Dutch Airlines

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A very interesting article from Yuyu Chen on ClickZ that is a bit old by Internet Standard but still very much current as far as what it discusses.

I’ve been learning the ropes of social media marketing lately. A few days ago, my friend Brian Honigman, a marketer and social media analytics instructor at New York University, gave me access to his Socialbakers account.

When I was playing around with this analytics platform, I found that three major airlines – JetBlue, Emirates and Royal Dutch Airlines (KLM) – are leading brands in their own right on Twitter. All of them have a strong presence on the platform and work hard to develop high quality campaigns for Twitter.

But there are nuances in their Twitter marketing strategies. For example, KLM is very focused on customer service on Twitter, while JetBlue and Emirates put more effort into branding.

Below is my analysis on their Twitter marketing techniques over the past three months. Hope it can help your Twitter account take off.

KLM

KLM has around 1.96 million followers. On average, it gains 31,000 followers per month and tweets 12 posts per day.

The airline remains authentic on Twitter. Like other airlines, KLM posts information around pricing, flight details and destinations in the form of images, videos and text-based tweets.

Unlike its peers, KLM constantly promotes its company blog with the hashtag #KLMblog. This is a smart plan because in doing so, KLM is not only able to drive tons of traffic back to the blog, but also tell unique stories around the brand and nurture a relationship with travelers.

Aside from blog marketing, KLM uses Twitter mainly for customer service. As the airline’s cover photo indicates, KLM aims to answer every customer request within 17 minutes and update every five minutes! It even includes the hashtag #happytohelp in its bio line.

KLM has a response rate of 67 percent, according to Socialbakers, meaning that the airline is responsive compared to others. KLM receives an average of 1,000 mentions per day, most of which could be genuine queries that need to be investigated.

JetBlue

JetBlue has the most followers (1,97 million), followed by KLM and Emirates. On average, JetBlue gains 4,000 followers per month and posts an average of four tweets per day.

Different from KLM’s blog marketing strategy, JetBlue seems to be more focused on offers, ongoing events and partnerships with high-profile brands. For example, its most engaging tweet over the past 30 days taps into NYC Marathon.

JetBlue also creates specific content for its business partners like American football team New York Jets, and gives them @mentions in its tweets.

When it comes to content formats, JetBlue has a knack for rich media such as videos and GIFs. Lately, the airline has been circulating funny yet thought-provoking GIFs, memes and videos around its 16-minute film “HumanKinda” on Twitter. This film is JetBlue’s first foray into long-form content.

Since JetBlue doesn’t use blog marketing, the airline occasionally creates original hashtags to give Twitter users useful information. For example, on Fridays, it introduces a place to go with the hashtag #DestinationFriday.

JetBlue also rewards its followers on Twitter to find even more new followers.

Like KLM, JetBlue doesn’t have a separate Twitter account to take care of consumer requests. With a response rate of 62 percent, JetBlue is less responsive than KLM on Twitter and has some room for improvement in terms of customer service.

Emirates

Compared to KLM and JetBlue, Emirates has fewest followers (590,000) and the airline only posts an average of one tweet per day.

However, on average, the airline gains more than 23,000 followers per month, according to Socialbakers!

emirates-twitter

While Emirates doesn’t post as often as KLM and JetBlue, why are the airline’s Twitter followers growing so rapidly? This huge gain can be partly attributed to unique services, high quality visual content as well as global sponsorship deals, particularly those involving famous soccer clubs.

For example, the airline posted a #HelloJetman tweet with a link back to an original video featuring two intrepid “jetmen” flying in carefully choreographed formation with a huge Emirates’ luxury A380. This tweet received 396 favorites and 289 retweets.

Meanwhile, it promoted a special edition aircraft model to celebrate its long-standing partnership with Premier League football team Arsenal. This tweet has been retweeted for 3.3 thousand times, showing that both Emirates travelers and Arsenal fans love this idea.

Emirates also offers Twitter exclusive promotions to reward its followers.

On average, Emirates has around 1,300 mentions per day, but its response rate is zero. This is because Emirates has a separate customer service account @EmiratesSupport to handle consumer requests.

Major takeaways

Over the past three months, JetBlue topped Twitter lists with the most followers, while KLM saw the most growth.

The three airlines have different purposes on Twitter. KLM uses the platform as a customer service tool, while Emirates leverages Twitter for branding. In comparison, JetBlue takes a mixed approach for both customer service and branding purposes.

Although KLM, JetBlue and Emirates all talk about pricing, flight details and destinations on Twitter, they execute social marketing in different ways. KLM specializes in blog marketing.

JetBlue has done a great job in rich media, while Emirates smartly utilizes partnerships and offers Twitter exclusive rewards to attract more Twitter users.

The most important Twitter marketing strategies one can learn from the above three airlines include:

Figure out your goal of Twitter marketing and then produce content around that goal.
Go multimedia with a focus on still images, GIFs and video content.
Post more often to generate more interactions, though don’t overdo it. Remember, not everyone can become Emirates.
Create Twitter exclusive promotions to find more followers.
Include trending hashtags and mention other brands in tweets.
Create original hashtags and tell a story on Twitter in sequence with those hashtags, especially when you don’t have a blog.
Partnerships with other brands help drive Twitter engagement.

Read the full article at: https://www.clickz.com/what-twitter-marketers-can-learn-from-jetblue-emirates-and-royal-dutch-airlines/23646/

Modern Content Marketing: A Trend Worth Following (Literally)

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As more and more people are wising up to the idea of researching before purchasing, the role of content as a primary online marketing tool is growing. A couple of years ago, content was no more than a means to higher traffic and a “web master”‘s selling point to business owners reaching for a top spot on Google’s ranking.

Today, both the web master and the business owner know better. More importantly, Google’s getting closer and closer to zero tolerance when it comes to that old spam ideology that reigned in the early 2000s.

Google has become a noble entity, bent on saving innocent browsers from that tragic transition from triumph to disappointment as they encounter yet another spam page. In the aftermath of this evolution, web masters everywhere are tossing their black hats and clamoring instead for high-quality content, a find that pays in valuable inbound links, credibility, a nice loyal audience base, and real, actual profit.

While we respect your hesitation on the man bun, content marketing the right way, is definitely a trend you want to follow. So what’s that thing they’re doing different that’s making all the difference? Well- there are a few things:

Audience Monogamy

Commitment is the virtue of online marketing. For the love of your brand, stop spreading your content around and find an audience you can commit to and deliver. Not only is this practice valuable to the integrity of your brand, but practical for creating profit.

Google’s algorithm updates have evolved to meet the readers needs and your content needs to reflect that. Today, it’s all about relativity- not shameless backlinking and the buffet-style keyword spread. That might get you in the door, but it will also get you flagged and then blocked for good measure. Look- we get that your marketing team is hell bent on getting you that prized, first-page spot, but please be classy- quality over quantity. Always.

Research and actively aim to provide solutions to your audience’s problems. Tweak and mold your products and/or services to meet your audience’s needs. Keep some buzzwords around, but keep them relevant and tasteful. Knowing your audience and creating consistent high-quality content that appeals to their needs will fulfill yours- it’s called a functional relationship.

Don’t Be a Poser

The factor that characterizes a search engine as sophisticated is its ability to behave according to natural patterns. Likewise, your content should be crafted to read in a natural tone. Google’s algorithm, like a living breathing real person, prefers language that is clear, descriptive, and talkative. Craft content that is easy to read and interact with- people prefer an answer if it feels like it’s coming from a real person- and if it’s coming from a real person, Google won’t flag it as spam.

Co-occurrence, Not Keywords

Invest in more long-form content with lots of detail and natural phrase flow. Instead of playing Keyword Chubby Bunny, write posts with high-integrity- the relevant phrases will occur naturally. Co-occurrence.

Long-form content is a sophisticated (and effective) upgrade from keyword stuffing. Instead of coming off as redundant and cheap, long-form content delivers relevant results effortlessly. It also produces results that readers are more likely to seek out, which is why this style is favored by search engines.

Note: Something to beware of when using long-form content is relying on fillers or straying. This is why we always recommend writing about what you already know- and enjoy.

Resources and References

If I’m interested in a topic, chances are, yours is not the only site I’m checking out for information- and that’s not a bad thing. On the contrary, it’s best to provide what you know exquisitely and leave the rest to someone else. That last move doesn’t mean your content is less than- you can actually have an authority site simply by following that one simple rule, as long as the reader finds your website more useful than the competition.

… and how do you make sure your site is more useful? Provide resources. Aside from your own content, provide access and leads to other content by making your posts rich with case study references, white papers, and additional references.

Providing resources and references is not only good for building an authority website, but also for ranking. Google’s algorithm uses these outside links to create context, something that allows it to cater more accurately to readers and understand your content intention.