Online behaviour report; any use?

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No real surprises in this report on online user behaviour, although it does emphasise the importance of video and the challenges of online advertising.

Approximately 43 percent of users say they browse content in the afternoon because they want to take a break. You likely have these slumps in your own day – when you are working but your productivity is failing because your concentration is waning. Instead, you go online to see what’s new and maybe to check your social networks.

Read the full article on Business 2 Community

Content with SEO?

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A slightly drawn-out, but very relevant, Kissmetrics blog about how important content marketing is to SEO. Obvious, but nevertheless appropriately well-argued.

One of the popular articles that makes this mistake comes from an article in The Guardian, which states: “It looks like Google has tired of its old friend SEO and is instead cosying-up to the new kid on the block, content marketing” [sic].

It’s a cute analogy, but it’s simply not accurate.

Read the full article at Kissmetrics

Social media, picture this

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Smart Insights published this article in January this year covering a report by TrackMaven on the state of social media.

Particularly interesting is the high engagement gained from Pinterest and Instagram, which many organisations should have taken notice of during the past 12 months.

There are big differences between industries when it comes to audience size, but in large part these are probably explained by how well the industries are suited to social media . It is always going to be hard to get people to be as excited by insurance as it is by a new car or new clothes.

Read the full article at Smart Insights

A Growth Hacker by any other name

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Interesting thread on inbound.org around the use of the term ‘Growth Hacker’. I tend to agree with Sujan Patel’s comment:

It’ll be here for a while but it’s misused most of the time. ……….there’s no magic growth hack it’s about going deeper than top of funnel marketing and truly understanding your product/service/offering and your customer.

At the end of the day marketing in this era requires more depth (product marketing, UX, understanding customers problems & friction points) and an omni channel approach.

Read the full thread on inbound.org

Sorry to interrupt, but your SEO is hurting

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Great article by Neil Patel on QuickSprout around interstitials, and how they will affect a site’s SEO after Google’s planned algorithm update. For those not in the know, you will have seen an interstitial, even if you’re likely to have called it by a completely different name. More than likely, not a very nice name. They’re the pop-ups that interrupt your reading of a web page, usually containing commercial advertising (on publishing sites) or various methods of collecting your data.

Web visitors will see the negative effect on SEO as just punishment, site owners will see it as yet another barrier to negotiate when trying to engage with their visitors. Which is slightly ironic really, given that it’s the interstitials that block engagement in the first place.

Publishers will have to make a judgment whether to sacrifice paid advertising revenue for better SEO – although they will all choose the revenue.

Up until January 10, 2017, having interstitials on your website shouldn’t have any impact on your rankings.

It’s business as usual for the time being.

But once that day rolls around, all bets are off.

While it remains to be seen just how big of an impact this update will be, it’s safe to say it’s not going to do your SEO any favors if you’re still using interstitials.

I think this update is somewhat of a wake-up call, telling us we need to focus more on the user and find ways to promote our offers without being disruptive.

Read the full article at Quicksprout

Is outbound marketing no more?

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Inbound marketing is very much the in thing now, so is there still a place for outbound in the mix? Of course there is, silly, and this article on Conservit LeadSeed advocates the ‘horses for  courses’ approach; if it works for your sector, keep doing it.

The bloke from Hubspot, funnily enough, disagrees.

The other problem with outbound marketing initiatives is that they often have only a short shelf-life. A TV commercial may last 90 seconds, and then it vanishes into the past. Newspaper ads suffer from the same problem – nobody reads yesterday’s papers, let alone last week’s. Cold calls very often end up with the prospect slamming the phone down or the door shut. Emails are very easily deleted – that’s if they don’t end up in spam folders in the first place.

Read the full article on Conservit LeedSeed

Marketing automation – it’s not easy

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I’ve always said that, to use marketing automation properly, you need to do a hell of a lot of manual work. This article on AdExpresso emphasises that although marketing automation is a fantastic tool, you need to apply a great deal of intelligence to maximise its effectiveness. Close the pop-up, apparently they want to know who you are.

Marketing automation is considered to be an incredible tool to step up your marketing game. But you need to know how to use it to its full potential.

Because if you are unable to understand how you should be using it or if you don’t have the necessary planning, execution, and analysis, then your marketing automation will not let your business grow.

Read the full article at AdExpresso