This release of our monthly round-up will be concentrated on SEO and the key trends discussed by all the digital marketing opinion-makers. As it is seen from our December round-up, the main issues to pay attention to in 2016 are mobile technologies, personalization and content strategies. What is new? A cross-channel marketing approach, location-based advertising and some more hot topics all illuminated in our digest:
Josh Drellar, the author of this article discusses the ways of combined use of paid search and paid social media ads (PPC + SMM) for getting the maximum benefit from your marketing campaign. How SEM affects other channels? How other channels influence SEM? Answer to these and other topical questions in this material.
In July eBay sold off eBay Enterprise and the company split into four new companies. One of those four is now eBay Enterprise Marketing Solutions. The company focuses on affiliate marketing and positions itself as a number three in the list of top-companies within an affiliate network. Moreover, the company works with other forms of marketing performance, including SEO, PPC and other forms of search marketing.
Google left China in 2010 because of censorship, however now it has a plan to get back. The material shows different attitude to online openness in a variety of countries all over the world (both Western and Eastern). There are also some recommendations on how to deal with censorship abroad. It is absolutely worth reading, if you are planning to expand your business worldwide.
The chart by Marketing Charts source showing the trend of marketing budget direction for 2016. How much should you spend for email marketing? Should you increase or decrease your marketing budget? Which marketing channels are of the highest priority? These and other relevant metrics for you to build a successful strategy for 2016.
Location-based advertising is a new feature for mobile users, allowing you to target ads to the audience, being physically close to the location of your store/company. The article shows all the pros and cons of this new marketing approach and also the examples of companies (and campaigns) using it already.
Both the experts stress the need to go mobile and personalize your attitude towards consumers and customers. However, Bas van den Beld recommends doing it through messaging apps and Instagram-like platforms; whiling Eli Schwarz offers to continue using standard Facebook tools (posts, profile promotion, keyword search etc.). We recommend you to run through this material to get some more useful tips and advices.
Although the strategies, offered by Jayson DeMers are good, they sometimes do not make the keywords work the way we would like them to work (i.e. your page is ranked for the words you did not plan to use as keywords). In this article, you can find the recipes on how to make Google ‘receive the right signals’ from your page and, which is more important, how to compete with the leaders in your segment.
With the previous material in our list you should have get new ideas on how to use Google AdWords. This post is how to automate those actions and which scripts to use to ease your being. The set of 100 scripts for any task you can imagine is definitely worth opening the provided link. Stay updated and save time!
Facebook launched an audience optimization tool. The aim of this new feature is to help you personalize your Facebook materials to a concrete audience and improve their relevancy by getting a better understanding of the interests of those, who shared your content.
Although content is digital marketing new ‘everything’ in 2016, there are still other tools that can bring you leads and traffic. One of those is link building. The post explains why it is still worth using this tool and how to make it to avoid penalties from Google.
Want to know more about white-hat link building strategies? – Check out this article.
Content is not just what you are making for social media pages of your brand of for your blog – it is literally everything you post on the web. This material reflects on what kind of content should be on your product page. Through 5 simple questions you will make an analysis of your brand positioning and would be able to correct your marketing strategy.
Another material from our international online marketer Elena Ruchko for a Content Marketing Institute. The main purpose of this article is to show the value of using storytelling on your website, and on About us page particularly. The material is accompanied by examples of companies using different types of storytelling strategies for their businesses and contains recommendations for you to try this approach.
The last, but not least material of our January digest is the HubSpot’s SEO Myths. A whitepaper contains a list of 17 Myths (including home page optimization and local SEO), with the comments of prominent digital marketers. A good bonus is a Twitter @name of each expert, which allows you to follow them on Twitter and get the most recent tips and comments.
Need more information on SEO strategies and content creation? Stay tuned – more articles to come.