This week Andy talks to Lisa Mandell, Business Director at Quill about content marketing and whether brands are becoming better publishers. Lisa talks about the increase in demand for fresh, quality content to engage with their audience. She then discusses some of the challenges brands face as they evolve into publishers, and notes that they must be topical, relevant and engage with their audience via the appropriate channel – all of which is dependent on having a great strategy. She ends by highlighting some brands which are producing great content and how it is being used to great effect.
Quill: Global Content Creators
Recently, on the SiteVisibility Podcast, I talked about some social updates on our Podcast related to re-targeting of email addresses and lists through the Twitter Ads Platform.
A comment came in from @AlanFergs regarding how to actually carry this out, so we thought it would be a great idea to write a blog post to help answer this question.
So, let’s start from the beginning…
What is Tailored Audiences?
Twitter allows account owners to target users via what they call “Tailored Audiences”. In layman’s terms this means via email, Twitter ID or Website Visitor. Ultimately user targeting on Twitter has now reached a new level and is allowing accounts to join in with the conversation and amplify their messaging further using various new forms of targeting.
This week Andy talks to Matt Daley, Paid Performance Account Manager at SiteVisibility, about the recent changes to the Twitter account structure and how they will help businesses promote themselves more effectively. He goes through some of the recent updates, such as the ability to highlight popular tweets with larger text, and how visitors that come to a page can now be retargeted by businesses. Matt finishes by talking about the power of Twitter and how engaging with brands via the medium can have tangible results.
In the follow up to last week’s internet marketing podcast on technical SEO, Andy talks to Felice Ayling, Digital Content Director at SiteVisibility, about the effective use of content for SEO. Felice starts by talking about metadata – the stuff in the background of each page that tells Google what each page is about. She then goes on to give some advice about how best to optimise content on site, such as the effective use of headlines, tagging your images correctly and incorporating keywords successfully.
In part one of this week’s internet marketing podcast Andy chats to Felice Ayling, Digital Content Account Director at SiteVisibility, about technical SEO. Felice discusses the fine balance needed between technical and content based SEO techniques, and notes that some clients are more interested in the technical side of things, overlooking the importance of content. She finishes by touching on some basic technical procedures for improving your search ranking.
Google Sitemap Generator
In this week’s internet marketing podcast Andy talks to Matt Daley, Paid Performance Account Manager at SiteVisibility, about the benefits of the recent update for paid advertising on Facebook. Matt agrees that the update is beneficial for users and end users alike, and explains details of the newly introduced “Ad Sets”. In the second half of the podcast Matt reveals SiteVisibility’s Top 5 Tips for new businesses venturing into the world of paid advertising on Facebook. He finishes by explaining the features of the Power Editor for paid and organic posting on Facebook.
If you use Facebook Advertising to promote your business then you may already know about the recent update to the structural setup of your campaigns.
Previously the Facebook Advertising setup allowed advertisers to create campaigns with just advertisements associated, making analysis across multiple placements slightly confusing if you have lots of adverts to measure.
Facebook’s new update makes the tool more granular and with the new structural setup in place advertisers can now create “Ad Sets” within each campaign and associate adverts to each Ad Set which comes in very useful when gathering insights for each campaign and ultimately helps businesses to understand what is working best for their business.
With the new setup in place Advertisers can easily test Ad Sets and understand which placements are engaging the most. Optimisation of ad copy and targeting can then be carried out with quicker with data driven statistics.
FIVE top tips for New Businesses using Facebook Advertising
- Think about what interests the end user and create compelling content that encourages engagement and achieves an end business goal
- Make the most of the targeting available and optimise regularly to drive more engagement on your ads
- Separate your Ad Sets into groups of placements such as News Feed and Right Column. This will help you to measure the results more effectively and get more out of your budget (See Image Above)
- Test bright vibrant images to capture the attention of the end user and increase engagement
- Try using questions in the header of your Ad in order to increase engagement. Some studies show that click through rates appear to be higher on Facebook Ads when a question is asked
In this week’s internet marketing podcast Andy talks to Matt Daley, Paid Performance Account Manager at SiteVisibility, about the benefits and risks of social media use for small independent retailers, and whether such retailers can be successful both on and offline. Matt notes that central to effective social media usage is a strong business strategy, which will in turn dictate which social channels are best used. He talks about the potential risks of having an online presence for all retailers and finishes by highlighting the strengths and differences between the range of social platforms.
In this week’s internet marketing podcast Andy talks to Jan Vels Jensen, CMO of Trustpilot, about online reviews. Their discussion focuses around a recent study by William Hartson on the economic impact of online reviews on UK businesses. Jan notes that online and offline advertisements have lost their influence and that the majority of consumers now value word of mouth and online reviews much more when making a purchasing decision. He also gives some advice on how to manage reputation and bad reviews.
In this week’s internet marketing podcast Andy talks to Dan Fagella who runs a strategic email marketing consultancy called CLVboost and an online martial arts business. Dan talks about how he uses an integrated online marketing approach to reach new customers, for instance effective methods of using YouTube to gain customers. He then discusses auto responder software and how it can be a valuable aid to gain sales. Dan also does a lot of guest blogging and gives some advice to avoid the common issues associated with it. Finally, they chat about how to embark on successful joint ventures and some general tips for your email marketing.