We're discussing a Google Search Console reporting update, how to establish a content marketing plan for small businesses, how to leverage social media to drive sales, and more this week in digital marketing.
Google Search Console Page Experience Report Now Tracks More Desktop Search Features
For the page experience report, Google has modified part of the data within Google Search Console to capture more desktop features. When the page experience report and performance reports are sorted by "excellent page experience," you may notice an increase in desktop impressions.
Those impressions have always been recorded by Google in various reports, but not specifically for the desktop page experience.
This is a Google Search Console reporting update that you should be aware of. Make a note of this change in your reports, and if you find major changes in your reporting on or shortly after May 13th, it could be due to this modification.
Content Marketing Strategy for Small Businesses: Top 11 Tips
To attract, acquire, and engage a clearly defined audience – and to generate profitable consumer action – content marketing entails developing and distributing relevant and quality information. The more content you produce, the more likely you are to succeed.
Vimeo Adds Structured Data to All Public Videos to Improve Google Search Visibility
Vimeo, a major video hosting platform (but clearly not as popular as YouTube), has incorporated structured data to all of its publicly accessible videos. The SEO tweaks Vimeo made to the videos will provide "your videos the best chance to appear for relevant searches," according to Vimeo.
If you choose Vimeo to host, distribute, and market your films, you can rest assured that the company is committed to SEO and Google rich results. If you've been using YouTube instead of Vimeo, you might want to give Vimeo a try now that Google has introduced video SEO suggestions.
Keep an eye on your video analytics to see if these modifications had an effect on any of your previous videos. It's feasible that Vimeo videos could acquire more awareness in the future, which will benefit Vimeo-hosted content while perhaps harming other video platforms. In any case, we know that YouTube and most SEOs use video SEO best practices, and Vimeo may now be added to that list.
10 Rules of the Road for Metaverse Marketing
3 Challenges of Working with Influencers (and Solutions!)
Challenge 1: Using the wrong metrics to choose influencers
When it comes to picking an influencer, one of the most common mistakes businesses make is relying on analytics that disclose nothing about the influencer or their work.
Solution 1: Clear KPI definition
Every influencer campaign should have its own set of KPIs. It's exciting to work with influencers. However, there are a few things to consider to ensure that your partnership reaches real individuals rather than bots:
Although this is not a measure, it is usually a good idea to request a cooperation portfolio from the influencer. When an influencer approaches your company with a collaboration proposal, you might want to see how they interact with other brands.
Challenge 2: A result that does not bring value to anyone
A collaboration that concludes with a mention but no link will provide no SEO benefit to your company or brand.
You end up with a temporary tale that gets lost in the shuffle (on Instagram, Snapchat, or elsewhere) or posts that don't generate any traffic or engagement.
Solution 2: Clear goals and communication from the start
Determining your objectives allows you to select the types of influencers to work with, as well as the types of content and distribution platforms to use.
Your influencer campaign, on the other hand, will not achieve your wide marketing and business objectives.
Make sure your goals are campaign-specific when dealing with influencers so you don't under-estimate the success of your campaigns.
Challenge 3: Irrelevancy
When an influencer's audience does not find the topic of your partnership engaging, relevant, or beneficial, you have created irrelevant content. Most of their followers are unlikely to click on it.
You might obtain a short traffic spike even if your team secures a collaboration with a high-end influencer. Any traffic generated by the cooperation, on the other hand, is likely to bounce soon and not convert.
Solution 3: Choosing the appropriate influencer for your audience
The opinions of consumers on influencer material are crucial. The most relevant influencers for your campaigns and target audience are more useful than their number of followers.
Whether or not influencer work matches with brand values, the impact of their work should be evaluated based on quality by assessing how their audience interacts with the influencers' material to see if it helps shape customer opinions on a product or company.
Why We Care About Video Advertising
Brands have found video to be an excellent revenue generator, particularly on social media platforms. In fact, digital video ad expenditure in the United States is risen 50.8 percent year over year, totaling $39.5 billion. Every day, Twitter receives over 2 billion video views, and 91 percent of active Instagram users watch videos at least once a week. Having a video ad approach is clearly advantageous.
Customers respond better to video content than written material, regardless of the channel. This is due to the fact that video material creates an immersive experience by combining pictures, sound, and text.
Meta’s New Recurring Emails
Meta has made it much easier for you to get into the DMs of your consumers. Recurring Notifications, an addition to the Messenger API that allows businesses to send proactive, automated messages to consumers who have signed in to receive them, was unveiled by Facebook yesterday.
Brands can use the capability to send personalized messages to their customers at a certain time, such as:
This is a new premium function that the company plans to charge companies for in the future. It is now available as part of a free trial period for all Messenger Platform users. Meta also mentioned that the business function will be coming to Instagram in the fall.
Customer Service Chat Bots
Many companies are using chatbots to supplement or, in some cases, totally replace their human customer support representatives.
While there has been a lot of research into how consumers react to chatbot chats, there hasn't been much research into how the bots make individuals feel about the firm itself.
YouTube Shorts Get Analytics
For Shorts, YouTube is now providing brand analytics insights. YouTube Studio will now have distinct analytics for videos, the platform revealed yesterday. The "Reach" and "Engagement" pages will be replaced with a new "Content" tab, which will segregate data for your various content kinds, such as:
All previously available metrics will be available in the new format, according to the platform, but some may have been relocated around. You can also switch to "Advanced Mode" if you want to access more advanced analytics. In the coming weeks, YouTube will push out the upgrade to all creators on desktop and mobile.
Digital Marketing Snippets
Some of this information is relevant to your business, and some of it might not be. This is where we can help. We’re able to break down these updates and figure out which ones are most important for you and your business. Contact us for a consultation!
Summer has tons of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.