The Internet marketing world is constantly churning out new ideas and innovative strategies for promoting clients and reaching customers. Each week, Vertical Measures will be collecting the best of the best from around the web, compiling all of the finest into The Weekly Measure. We’ll be on the lookout for great new articles, covering content marketing, paid search, social media, SEO and link building, as well as highlights of upcoming internet marketing conferences and webinars, and we look forward to reading your work, posting the best, and helping you stay connected every week.
Barry Feldman of Feldman Creative explains why you need email marketing, and how to nail it. According to Feldman, email is the online marketing ace as it is the most pervasive medium. You need to create an email list, then distribute emails your customers will love. Feldman also suggests rockings your open rates, then segmenting subscribers, and finally understanding email metrics.
Amanda Batista of Oracle Eloqua explains B2B marketers buyers trust independent third party content over vendor-branded content. According to Batista, it’s important to agree on sharing parameters, assign a point person to manage curation, and more!
Rebecca Hiscott of Mashable shares 5 secrets for well-balanced content. Hiscott explains that LinkedIn suggests you compare your blog to your diet. The graphic provided by Hiscott shows how to create “the blogger’s best meal plan” for success.
Dennis Cohen of KoMarketing Associates, LLC. shares 3 ways companies can maximize existing content for SEO. The first being video content, as optimizing it can have a profound effect on organic traffic. The second being image galleries with optimized images that could help you see an image rank has high as number 5 in rankings. The third being news stories as you can newsjack stories with the potential of being indexed by Google a lot quicker than other content.
John Hall of Influence & Co. explains why ghostwriting thought leadership content doesn’t work. Personal experience is crucial to its credibility according to Hall. Personality is a great way to distinguish your content from the rest. It is important for passion to come through your content for better quality.
Tait Lawton of Nanjing Marketing Group shares 7 steps to ‘translate’ a PPC campaign into other languages. Lawton suggests translating to reach more people and improve your campaign. Start by reviewing objectives and budget, then choose a platform, build your team, plan your analytics implementation, do market research, build campaign assets, and launch.
Natalie Barreda of Vertical Measures shares tips on writing a killer ad copy to maximize your click through rate from PPC ads. According to Barreda, the most important fact when writing headlines is to keep them to 25 characters to keep searchers interested. Make sure your ad text has a call to action to entice searchers to click on that ad.
Todd Mintz of 3Q Digital shares five easy PPC pieces. Mintz alludes to his most rewarding paid search experiences as involving elements that he picked up in his client relationships and combining them in an actionable way to push the account forward. Mintz suggests being able to control paid search conversations, then define the terms of bringing in other elements of business and marketing.
“When we are able to control the paid search conversation, we can definite its terms and if when we bring other elements of business and marketing into the discourse, we broaden our value to our clients and become the holistic consultants we aspire to be and not one-trick ponies.” – Todd Mintz, 3Q Digital
Louise Julig of Social Media Examiner conducted a case study on how to increase your social media following. First step is to pinpoint who is in charge of social at your company, then compare storytelling vs. talking about products. Sell the idea internally to start creating and sharing content to attract connections. Finally evaluate your results, then decide what will work over the long-term according to Julig.
Sarah Frier of Bloomberg explains in detail the ins and outs of the Facebook acquisition of WhatsApp for $19 Billion. According to Frier, this is the biggest internet acquisition in more than a decade. Facebook hopes to compete with similar messaging apps like Twitter.
The folks of ADWEEK explain how popular beer company Heineken is turning to Foursquare to target U.S. fans of European football. Due to the lack of activity with proprietary apps, Heineken has integrated with Foursquare’s 45 million users. Heineken will hold a contest where a data-visualization app will show what cities participants reside in, and the winner will receive a trip to a UEFA match this year.
Daniel Dannenberg of Vertical Measures shares some graphics about ways to determine the correct YouTube video length. By using the analytics feature, you can track your most viewed videos, average view duration, and audience retention rate. Take advantage of the tips shared here to create a video for content marketing success.
Brynna Baldauf of Vertical Measures explains link pruning best practices to help recover from a Google penalty. The first steps are to review links from your list of backlinks and anchor text pointing to the sites. Next step is to get cozy with Google again by getting in line with the best website practices possible.
Jack Cornwall of Branded3 explains how to overcome errors when implementing the Hreflang tag. First Hreflang tags are what you need to tell Google how your content relates to itself on an international level according to Cornwall. Depending on your origin, Cornwall shares examples of such tags to compare.
Felix Tarcomnicu shares ways to protect your website from negative SEO. Negative SEO is the practice of using black hat and unethical techniques to sabotage a competitor’s rankings. Tarcomnicu suggests setting up Google Webmaster Tools, keeping track of your backlink profile, protecting your best backlinks, securing your website from malware and hackers, checking for duplicate content, monitoring social media feeds, watching website speed. Don’t be a victim to your own SEO strategies, and don’t create enemies online.
Gabriel Goldenberg of Internet Marketing Ninjas shares information based on a new case study of Google’s treatment of 404 pages, links and nofollow. Goldenberg shares how SurveyMonkey changed rankings by changing a subdomain to a root domain followed by adding text to a 404 page with a nofollow link with specific anchor text. Rankings improved based on these changes.
Alex Graves explains how SEOs and link builders are not understanding the value of backlinks as well as backlink removal. There are so many services that claim to help you in backlink removal, but turn out just to overuse mass emails that perform poorly. Graves stresses that it is important to remain calm and polite to establish a relationship for backlink removal to be free.
Jeremy Juhasz of Copy Press explains why “link building” can’t get a date to the prom. “Link Building” has become a word in SEO that is associated with link farms just for the sake of building inbound links. According to Juhasz, link building won’t go away as Google’s PageRank is based on links, bots crawl the web via links, and links are a natural way to point out examples. The rise of “link earning” via high quality content has changed the way links are built.
Casie Gillette of KoMarketing Associates shares 5 tips for working with a PR firm to build links. With the overlap of SEO and public relations, Gillette wants to make sure both can get results. Be aware of boundaries, stay in touch, keep a shared calendar, make the client your advocate, and take the relationship further.
Through an insightful video, James Owen of Click Intelligence explains how link building isn’t dead, but automation is. According to Owen, manual outreach to REAL blogs with REAL content still works for link building. Remember to read between the lines of Google’s Matt Cutts’ “guest blogging is dead” claims.
“So the conclusion is that low quality guest blogging from sites that have been built just for SEO is now not a good way of building links. However, if you have great content to share with users the tactic of high quality manual outreach is still a good link building technique “These are blogs with real users and social audience”. Furthermore, quality over quantity is the key to success.”– James Owen, Click Intellegence