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.
Danny Brown of SRM Group explains how to use native advertising to complement content marketing. Native advertising is matching ads to the content in hopes of targeting increased relevance in viewer results according to Brown. Brown suggests combining native ads and content for audience relevancy, audience respect, and to make sure your business passes ineffective ad partners. According to Brown, the rise of mobile users makes native advertising through content marketing better as it is more available to the masses.
Jay Baer of convinceandconvert.com explains how SlideShare has become one of the most underrated content platforms in existence. LinkedIn owns SlideShare, and it has become the YouTube of presentations. According to Baer, SlideShare has 60 million monthly visitors ready to view your infographics, documents, and other file types. Baer suggests having a pro account to be able to collect the data of when people download your SlideShare content.
Matt Jessell of Fullscreen explains why marketers are now in the entertainment business. Jessell shares the reality that entertainment companies have begun to adopt “blockbuster strategies” in hopes of bringing more sales and profit. Jessell is convinced content marketing has recently become one of the most important tactics in a marketers’ mix.
David Gould of Vertical Measures explains the importance of prioritizing customer needs for better business sense. Gould suggests removing all obstacles before the sale by asking questions to build a customer trust. Educated consumers are confident consumers according to Gould.
Mike Huber of Vertical Measures shares ways to convince your boss to go all in with content marketing. Huber suggests content marketing creates business assets, grows website traffic, generates leads, reduces cost per lead, & the impact is measurable. According to Huber, content marketing requires a long term commitment.
“Content Marketing works but it takes time to build an audience. Many businesses give up too early in their content marketing campaigns because they set their expectations too high, expecting exponential growth rather than incremental growth at first. By throwing in the towel early, they lose out on search traffic, backlinks, social shares and authority not only from their audience but from the search engines as well.” – Mike Huber, Vertical Measures
Yoree Koh of Wall Street Journal explains Facebook’s narrowing target for advertisers. The options allow advertisers more flexibility on the demographics, location, interests, and behaviors according to Koh. Facebook is also allowing advertisers to target users’ recent life events in the last three months according to Koh.
Angela Haggerty of The Drum explains the results of a BBC World News study conducted that stated mobile advertising is more than twice as effective as desktop. The study showed that more affluent consumers around the globe were more connected via mobile than less affluent users. According to Haggerty, high income earners were found to be more positive to advertising on mobile ahead of desktop.
Melissa Mackey of gyro explains 6 ways to spot bad PPC advice. Mackey suggests to avoid advice telling you to spend more money, tells you to geotarget the world, recommends broad match and high-volume keywords, and says to focus on short-tail keywords.
Mona Elesseily of Page Zero Media shares 3 simple messaging changes that can mean big PPC bucks. Elesseily suggests boldly stating your value propositions and/or unique selling propositions. Make sure to be specific enough to engage attention. Lastly, make sure to simplify wording and copy for a broader audience understanding.
Ross Simmonds of Business 2 Community shares an infographic on the ultimate B2B marketing guide to drive meaningful sales results. The infographic by Simmonds, starts with awareness building through social media and content, then followed by lead generation through the same social channels as well as old fashioned telephone communication. By nurturing your leads in this way, sales will be generated.
Bill Murphy Jr. shares thoughts on how to be less annoying on LinkedIn with the Inc.com audience. Despite LinkedIn being a powerful tool, it can bring out the worst in some people according to Murphy Jr. Remember that you are human first and follow natural human cues, learn the site, don’t overvalue links, rekindle relationships, pick up the phone, truly care-act that way, build relationships, make deposits-not withdrawals, and measure your success.
Merlin U Ward of Renegade shares the latest data showing that Google Plus will not replace Facebook. After sampling data from 10 top brands, Ward found Facebook posts on average reach 36 times as many engagements per post as those on Google Plus. Ward also attributes this to the 300 Million users on Google Plus versus the 1 Billion users on Facebook.
Julie Campbell of Maximize Social Business explains what businesses should be pinning to Pinterest. Campbell explains that pins on Pinterest have become more viral than Tweets on Twitter, which has generated 78 cents in sales. Make sure to pin others’ pins, pin your original content, pin what’s popular, pin each and every product you sell online, pin DIY and How To Pins, pin before & after images, pin videos, pin Gifs, pin images with text overlay, & pin infographics.
Ginny Soskey of Hubspot shares an infographic on the 6 types of conversations everyone has on Twitter. The infographic shows the types by characteristics. For example, polarized crowds (politics or divisive topics) or community clusters (Global news events).
Jeff Sauer of Jeffalytics shares 10 ways to prove SEO value in Google Analytics. After the announcement of ‘not provided’ for keywords in Google Analytics, Sauer has tried to figure out the best way to deal with it for SEO purposes. Sauer suggests SEOs can do much better than just keyword reporting by measuring overall organic traffic over time, segmenting organic search traffic by landing page, using landing pages as secondary dimensions, using filters to make (not provided) more meaningful, and using multi-channel funnels to prove value. Understanding how to use and customize Google Analytics is a major plus as well.
Aaron Bradley shares thoughts on why the future of SEO is not O. Bradley explains how the one thing to do in SEO is not SEO… meaning SEO is dead. Bradley disagrees with these claims, and believes SEO practices are highly effective. Despite changes from Google, SEO is not dead, just more challenging according.
Elisa Gabbert of Wordstream shares the thoughts from 13 experts on the dwindling value of the link. Aaron Wall explains his take on possible variables contributing to individual signals losing value over time. Wall says “Anything which is scalable and widely scaled will eventually be promoted as a form of spam.” Rae Hoffman suggests that even if Google continues updating their algorithm, links are still valued outside of SEO. Larry Kim suggests that links are too easily manipulated and there are many better signals available today that weren’t available when Google first started.
Eric Enge of Stone Temple Consulting explains how link building in 2014 is all about building your brand and reputation. Enge recounts when Google’s Matt Cutts said guest blogging to build links is ‘dead’, and will be seen as spammy. Also, widgets and infographics are not reliable for building links. Finally, link schemes will not help link building. Enge suggests fighting this by building links the right way, and avoiding tactics that will be detected by Google’s algorithm or others in the industry.
Russ Jones of Virante, Inc. shares thoughts on the most devious link campaign in SEO history. According to Jones, building over a million links through Google+ is devious as Google forbade this process. Google also marks contributor links as nofollow, which blocks previous claims of author rank link juice. Jones suggests other means of link building than using a site like Google+ to build up your backlink profile.
Bill Hartzer explains why bloggers need to audit their links. Quality matters in links as not all links are created equal according to Hartzer. It’s important to monitor significant traffic drops, know your strengths and weaknesses, and know your audience. The final step is to fix the broken links to your website after an audit has been complete.
Jon Ball of Page One Power explains how to find and build powerful EDU backlinks. EDU backlinks are powerful due to their trusted longevity and authoritative links linking to them according to Ball. Using advanced search modifiers will help you find these opportunities. Using tactics such as local link building, offering discounts to faculty/staff, creating scholarships, interviewing prominent faculty/staff, creating a careers/jobs page, building a resource page for a specific niche, and broken backlink building.