The report showed that the top 20 Super Bowl ads on YouTube from 2008 through 2016 have accounted for more than 440 million minutes of total watch time. YouTube determined the top 20 ads based on their views in January and February of the year in which they were originally released.
YouTube said the share of Super Bowl ads that are released on the platform before the “Big Game” increased by more than 200 percent from 2008 to 2016, adding that 90 percent of the ads in the top 20 were shared on YouTube before the Super Bowl in their year.
Elsewhere, YouTube found that some ads remain popular long after the Big Game is over. Specifically, three Super Bowl ads—Old Spice’s “The Man Your Man Could Smell Like” from 2010, Ram Trucks’ “Farmer” from 2013 and GoPro and Red Bull’s “Red Bull Stratos–The Full Story” from 2014—were collectively viewed more than 5 million times in 2016. In total, these three ads have over 92.5 million lifetime views on YouTube.
Outside of the U.S., YouTube said Super Bowl ad viewership on its platform has increased by more than 28 times since 2008. In 2016, the three countries outside of the U.S. that watched the most Super Bowl ads on YouTube were the U.K., Canada and Russia.
Here’s the complete list of the top 20 Super Bowl ads on YouTube from 2008 to 2016.
Check out YouTube’s complete report here.Reblogged 2 hours ago from www.adweek.com
Snapchat is encouraging its advertisers to bundle their video ads.
Sources told Lauren Johnson of SocialTimes parent Adweek that the messaging application is pitching the new ad packages as “sequenced messaging,” allowing advertisers to run consecutive video ads with different creative within its Discover section, in order to tell one story.
A Snapchat spokesperson confirmed to Johnson that sequenced messaging packages are available to all advertisers, and a source told her they are only available directly through Snapchat, and not via its Ads API, adding that the packages’ premium prices require “early commitments for a full-service execution.”
One source described sequenced messaging to Johnson as follows:
Think about taking a 30-second asset and getting it cropped up into three 10-second spots. I’m going to buy three back-to-back ads, and I’m going to tell this sequential story. I think it becomes unique in regard to storytelling. These guys are trying to get away with this idea of, “Maybe if you watched three seconds of the first video, five seconds (of the second video) and then 10 seconds to finish the story, that’s good, as long as you get the point of the narrative.”
A digital advertising executive familiar with Snapchat’s plans told Johnson:
What’s interesting here is that this becomes part of the DNA of a buy. You’re starting to think through a linear story or a progression that can be told in a couple of steps, which is quite a bit different than your typical execution that you’d see elsewhere in social.
And m/Six president Ilana Nolte told Johnson she has been working with fashion retailer David Yurman to run targeted ads within Snapchat Discover, adding of the new offering:
We have the ability to split our ad up into three different segments and serve them one segment, and then retarget those individuals with another segment to continue the story. It allows us to create a better engagement with that consumer.
Readers: What are your initial thoughts on sequenced messaging from Snapchat?Reblogged 2 hours ago from www.adweek.com
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
The post SearchCap: Google local pack ads, Bing Ads scheduling & Google Android offline searches appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Reblogged 4 hours ago from feeds.searchengineland.com
Building a website is, in many ways, an exercise of willpower. It’s tempting to get distracted by the bells and whistles of the design process, and forget all about creating compelling content. But it’s that last part that’s crucial to making inbound marketing work for your business.
So how do you balance your remarkable content creation with your web design needs? It all starts with the “About Us” page.
For a remarkable about page, all you need to do is figure out your company’s unique identity, and then share it with the world. Easy, right? Of course it’s not easy. That said, the “About Us” page is one of the most important pages on your website, and it can’t go neglected. It also happens to be one of the most commonly overlooked pages, which is why you should make it stand out.
But it can be accomplished. In fact, there are some companies out there with remarkable “About Us” pages, and there are elements of them that you can emulate on your own website. By the end of this post, showing off how your company’s greatness won’t seem like such a challenging feat.
When you have a great story about how your product or service was built to change lives, share it. The “About Us” page is a great place for it to live, too. Good stories humanize your brand, providing context and meaning for your product. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.
Yellow Leaf Hammocks tells users about its product by describing how the hammocks empower artisan weavers and their families. The company breaks down different pieces of the story into sections that combine words and easily digestible graphics, painting a picture instead of big chunks of text. They’re clear about why they’re different: “Not a Charity,” the page reads. And then: “This is the basis for a brighter future, built on a hand up, not a handout.”
Every company has a story to tell, so break out your storytelling skills from that random English class you took years ago and put them to work on your “About Us” page. Using descriptive and emotive copy and gorgeous graphics, an “About Us” page with a story works harder for your business than a generic one.
People tend to think that “About Us” pages have to sound formal to gain credibility and trust. But most people find it easier to trust real human beings, rather than a description that sounds like it came from an automaton. Trying to sound too professional on your “About Us” page results in stiff, “safe” copy and design — the perfect way to make sure your company blends in with the masses.
Instead, Eight Hour Day showcases the people behind the company and humanizes its brand. Introducing the founders by name and featuring the photos of them on the “About Us” page drives home the point that Nathan and Katie are — as they so astutely put it — “two individuals with a passion for creativity — creativity makes us happy.”
When you’re designing your “About Us” page, avoid industry jargon and replace it with an authentic voice — yours — to describe your product or service. Sure, it needs to be polished and free of errors, but it should always sound friendly and real.
We know — no industry jargon. If you think it makes you sound super smart on your “About Us” page, think again. People want and appreciate straight talk about what your business does. After all, if people can’t figure out what you do, how will they know they need your product or service?
So, skip the industry lingo — that’s what Apptopia does on its “About Us” page. The startup’s simple but polished language effectively communicates the company’s offering while still allowing the Average Joe to understand it.
The moral of the story — again: Try to get rid of jargon on your “About Us” page whenever possible. Use short and punchy sentences to explain complex products and ideas in a way that isn’t patronizing, but rather, is empathetic.
Instead of following the classic “About Us” script and writing a few paragraphs about the company’s mission and origins, try something different — there are plenty of ways to make it more visually compelling.
Take Moz, for example. A lot has happened since it was founded in 2004 — the company chose to share those milestones using a timeline, using a fun and clean design that incorporates clear headers, concise blurbs, and little graphics to break up the text. We love how humbly they preface the timeline, too, with a thank you to their community: “We owe a huge thanks to our community for joining us on this awesome journey, and we hope that you’ll continue to be a part of our story.”
Visual content continues to be on the rise — people like it for a number of reasons, including its ease to skim and absorb. Think about the ways you can use more visual formats to stand out from the typical “About Us” page style of paragraph text.
Yes, this post is about, well, “About Us” pages. But sometimes, you don’t always need to wait for users to get there in order to make a statement. That’s part of breaking the mold to showcase your company’s personality.
That’s exactly what Cultivated Wit — a creative agency and media company — does, with both an edgy name and an incredibly fun story told through video and parallax scrolling … right on its homepage.
Below is the actual “About Us” page, which is a gem once you get there. But it’s great to see a company embrace its own brand of quirk throughout the site.
Even if you have a dedicated “About Us” page, there are plenty of ways to creatively showcase your company’s personality throughout your entire website. And yeah, that’s harder than filling a stock “About Us” template — but it can have a significant payoff for your brand.
Who would you trust more: A company talking about how awesome it is, or a colleague raving about the company’s work? I’d bet that you prefer the latter — that colleague is more likely to be unbiased and give you a realistic understanding of what the company is like. Including customer testimonials on your “About Us” page can give prospects and leads a more down-to-earth view of your company.
Although FortyOneTwenty’s “About Us” page starts out with a classic but well-designed value proposition, the key part of the page is the testimonial section below the fold. Including that — with pictures, so users can put faces to names — as well as a list of companies that “trust” the company, quickly makes FortyOneTwenty more likable and trustworthy.
Personal testimonials build credibility and trust, making the “About Us” page a good home for them. If you have a customer who has nothing but good things to say about your company, hand them the mic and let them do the talking.
Here’s another instance where any area of your website — not just the “About Us” page — is an opportunity to break the mold.
Many companies add a “Careers” section to their websites, where there might be a bit of information on the corporate culture. But Refinery29 — like a site after our own hearts — dedicated an entire page to that culture, and it’s a highly engaging one at that.
Like customer testimonials, employee testimonials are a great way to showcase a brand’s value. We love that it opens with an unconventional header — “Party Over Here” and “You Can Sit With Us” — and couples short pieces of texts with pictures from the company’s (non)corporate life. It gives visitors a glimpse into life at Refinery29 in a fun, but not overstated way.
There’s a reason why these examples are exceptional — “About Us” pages aren’t always the most riveting parts of a company’s website. In fact, they often look like an afterthought. But even if you don’t have budget for juicy graphics, video, or parallax scrolling, there are other ways to make your “About Us” page unexpected with the copy alone.
Marie Catrib’s is a restaurant, so you might think their “About Us” page would be your typical “here’s how we started, here’s what we believe in, and here’s our food” story. Marie Catrib’s “About Us” page does tells us that — but it does so in an unconventional way. Immediately, the user’s eyes are drawn to a header that says, “It’s okay to make a mess, experiments can lead to beautiful things.” Quite philosophical, for a place to have dinner.
But next comes the story about the owner, which starts in an unexpected way — “It’s hard to imagine, but at one time Marie was banned from the family kitchen.” A line like that draws in the audience, because we know it’s not going to be typical.
So, how will you use copy to really draw readers in? It’s amazing what impression you can make on site visitors just by creatively telling your story with words alone.
What’s the difference between “average” marketing and lovable marketing? It’s the difference between creating generic webpages that provide great information, but in a straightforward, black-and-white kind of way — versus creating webpages that provide great information and are infused with color, personality, and stay true to a company’s unique brand voice. When you create lovable marketing, you can start a movement of brand evangelists and advocates who will help you grow.
Where does this fit into a company’s “About Us” page? The folks at Bulldog, a men’s skincare company that was named for the colloquial “man’s best friend” — a dog — could have typed up a few paragraphs about where the brand came from and how they were one of the first in the space to redefine and eliminate stereotypes around men’s grooming. But that text alone would have been a bit, well, average.
Instead, the “About Us” page is pithy, colorful, and leads with the lovable mug of an adorable bulldog — fitting the name and the brand. And it states the purpose of the products — to help customers from becoming “a wrinkly old beast.”
Play on your own words — it’s okay to have fun and pun with your brand, as it helps to inject personality and humor into your “About Us” page. It primes visitors for a story in a way that makes them immediately feel something. That’s how you create memorable, lovable marketing.
One minute of video is worth 1.8 million words, according to Forrester Research’s Dr. James McQuivey. But what about audio and visual, too, all combined with a really cool story? Well, that’s one way to tell your story in an engaging way — through multimedia.
Doomtree is built on a bit of an innovative concept: That a group of talented artists can each have thriving solo careers, but can still come together on a regular basis to create great music. It’s not a band — it’s a crew. It’s an unconventional concept with an equally interesting backstory that “started as a mess of friends in Minneapolis, fooling around after school, trying to make music without reading the manual.” And as soon as you arrive on Doomtree’s ‘About Us’ page, you’re greeted with big, bold photos of those friends.
As you scroll down, users are treated to even more interaction with the crew’s tracks and music videos. That makes sense, because it gives visitors an instant sample of Doomtree’s product. What’s more, the entire “About Us” page is responsive, including the video. That’s important — not only because it offers site visitors a great mobile experience, but also for Google search ranking — especially now that such mobile usage has surpassed desktop.
At this point, we hope that creating an “About Us” page doesn’t seem like a daunting task — rather, we hope you’re ready to have some fun with it. With a good story to tell, creative copy, humility, and digestible visuals, you’re on your way to an eye-catching user experience.
Even better? You’re becoming part of the exception — and standing out from a sea of “About Us” pages. What makes you different? We’re eager to learn more … about you.
Which companies do you think have remarkable “About Us” pages? Share your favorites in the comments
Editor’s Note: This post was originally published in May 2013 and has been updated for freshness, accuracy, and comprehensiveness.
Reblogged 4 hours ago from blog.hubspot.com
Building a successful sales team depends as much on the people you hire as it does on nurturing a cohesive and productive relationship between sales and marketing.
Working side by side, the sales and marketing teams represent the growth engine that will propel your business forward.
However, getting both of these entities on the same page is just as big a challenge today as ever. Let’s delve into 4 of the best ways to get marketing and sales to work together.
It starts with the right people… and hasn’t it always?
Having said this, building a successful team does not develop overnight. While every potential employee carries his or her own unique set of strengths and weaknesses, both sales and marketing teams should consist of members with varying degrees of integrity, loyalty, creativity, ambition, and tenacity.
A foundation of these shared values goes a long way in creating a happy and productive organizational culture.
The sharing of resources is critical for both sales and marketing teams to function cohesively. Follow these three principals to prioritize sharing between the two teams.
By scheduling regular bi-weekly meetings, sales and marketing teams can build an effective exchange of ideas and cooperation. These meetings will go a long way in terms of getting everyone on the same page. In addition to brainstorming on new ideas, a regular meeting gives both teams the opportunity to share important KPIs related to lead generation, conversion optimization, and market analysis. In addition, attending industry events and conferences together and coordinating fun company outings will also go a long way in developing rapport between the two teams while outside of the office.
While strong marketing analytics are imperative to the success of any marketing campaign, the marketing team must also have an intimate understanding of who their audience is.
There is no better way of gaining this understanding than by listening to sales calls. Marketers will gain new ideas for content creation and develop a more personal narrative for their content that is more in touch with the actual needs of prospective clients. Additionally, they will learn which techniques are most effective for the sales team, offering valuable insight into which selling points connect the most with the target audience.
To learn more about what it takes to build a successful sales and marketing team, join us for our upcoming webinar, “What Does it Take to Grow a Predictable Marketing and Sales Organization?”, hosted by Penguin Strategies and featuring VP Global Partner Program & Strategy at HubSpot, David McNeil.
Reblogged 4 hours ago from blog.hubspot.com
When you think of keywords, the first thing that probably comes to mind is the phrases people search when trying to find your products or services. While those make up the bulk of the keywords for most companies, there’s another area you should pay attention to: branded keywords.
Branded keywords are phrases directly associated with your brand like your company name, specific product names or the company founder’s name.
For example, some branded keywords for Facebook might be:
All of these phrases are directly associated with their brand, so when people mention them on social media, Facebook knows they’re referencing their company. Check out this Tweet that uses two branded keywords without directly mentioning Facebook.
@finkd Dear Mark Zuckerberg . my language learning friends and I would like to request "Voice Clip" function in FB groups. Thank you 🙂
— Joy LaSaga (@Misshockey) December 29, 2016
Branded keywords also include common misspellings. Facebook might also want to monitor keywords like “Facebok” or “Fceboook.” You can use this handy tool to get a list of possible misspellings of your brand name.
It’s easy to forget to spell check those 140 character Tweets from time to time. But you don’t want to miss out on a brand mention just because of a typo.
The most obvious benefit of tracking branded keywords on social is for customer service. You want to be able to quickly reply to any questions or issues people have with your business.
But another advantage of monitoring your branded keywords is to gauge how popular your brand is on social. Hopefully all your marketing efforts on your website, social media and even offline are translating to an increase in people talking about your company. If more people start mentioning your brand on social, it’s a good sign your work is paying off.
You can easily monitor the growth of your brand mentions with Sprout Social.
First, setup the branded keywords you want to track.
Then you could use the Twitter Listening Report to track the share of volume of each keyword over time.
It’s also easy to compare each keyword and see how they’re trending in our chart.
Want to see our Twitter Listening report in action? Take a look at how our social team at Sprout uses the report to track branded keywords and specific campaigns. Or sign up for a free 30-day trial and test it out now.
Understanding what’s being said about your brand, and how much people are talking about you can help measure the success of campaigns and your overall share of volume over time.
Now that you know your branded keywords and their importance, you need to start tracking them. Tracking mentions of your branded keywords helps you see when people say about your company on social. It could be a blogger reviewing one of your products, a dissatisfied customer or someone with a question.
If you don’t monitor your branded keywords (especially untagged mentions), you could miss out on potential opportunities to get new customers.
McDonald's or Burger King for a late night meal?😅🤔
— Keisha (@keishaalove) January 3, 2017
Even worse, you could even risk losing some existing customers trying to reach you on Twitter or Facebook.
One of the best ways to monitor branded keywords is to get the right tools in place. While the major social networks have native search features, they aren’t advanced enough for what most businesses need.
But don’t worry, we have you covered. Here’s how to track branded keywords in Sprout Social.
To get started, you need to make a list of the keywords you want to track. You’ll want to make sure you put some thought into the keywords you choose. For instance, you can track “@brandname” as well as “brand name” and “#brandname.” That’ll ensure you see every mention of your company, even if you’re not tagged.
Don’t forget your product names and other keywords specific to your brand. Notice how we have #sproutchat as one of the brand keywords above. Since #SproutChat is our branded Twitter Chat, it’s important that we’re able to monitor conversations going on involving that hashtag, and get reports on how often it’s used.
When you have your list of branded keywords, you can go into the Smart Inbox in Sprout Social to start tracking the conversations containing them.
Once you save your keywords, you can monitor all the incoming social media messages that contain them. For instance, in the example below, I selected the #sproutchat keyword, so I can see all the latest Tweets that contain that hashtag.
This tactic is great because you can quickly respond, or assign them to another team member if necessary. For instance, maybe you’re tracking a brand keyword that includes a product name. Then someone Tweets they’re trying to return their product. You might want to pass that Tweet along to your customer support staff to handle it instead of letting your marketing team spend time on the issue.
Another cool way to track your branded keywords is through the Twitter Listening Report we showed in the beginning of this article. This report will give you a detailed breakdown of your keywords, which you can use to make important decisions.
For instance, it’s great for measuring the success of specific campaigns. If you’re running a Twitter contest and want to see how often your branded hashtag was used, you could add it to your report and Sprout will track it for you.
In addition to monitoring your own branded keywords, you can also monitor your competitors. For instance, McDonald’s might want to see how its share of voice stacks up against competitors like Burger King or Wendy’s. They could add those different brand names into the Twitter Listening Report to compare their own brand mentions to the competition.
You can get some great analysis from measuring your branded keywords against competitors:
Keep in mind that your social media strategy shouldn’t be completely based on your competition. The goal is to gain insights from what they’re doing and to compare your share of voice in your industry.
Take the first step toward tracking your branded keywords on social by signing up for a free trial of Sprout Social. Put the tactics above into action to take your brand’s social media strategy to the next level.
Has your company benefited from tracking branded keywords? Leave a comment below and tell us about it.
Reblogged 6 hours ago from feedproxy.google.com
What if we told you there’s a free way to prove the value of the links you share on social? Well, there is. We’ve written about UTM codes before, and yet many marketers are afraid of them.
We understand why. Sprinkle in an unknown acronym and mix it with the terms “code” or “strings” and those of us who aren’t crazy for analytics immediately tune out.
Being a social media manager means you have to be willing to take on the challenges of the technical space. UTM tracking is one of those strategic areas that cannot be ignored any longer. It’s deceptively simple, and once you get set up, analysis is basically hands free.
Using UTM tracking is a cornerstone of content analysis and it’s one of the few ways to legitimately prove the ever elusive ROI of social media.
In this article, we’ll talk about the basic outline of a UTM code, and the value UTM tracking can bring to your social media and content strategies. Link tracking isn’t new, and those who are already using it are ahead of the curve. If you’re already using UTM codes, we’ll walk you through a few creative ways to incorporate link tracking that will support a cross functional social media strategy.
UTM stands for “Urchin Tracking Module.” The only important thing you need to extract from that is the word “tracking.” UTM’s are simply a tracking device. Rather than digging around your Google Analytics report looking for where people were acquired, and then trying to decipher if they came in from a Tweet or the link in your Twitter bio—UTM codes can tell you the whole story, upfront.
If the word “codes” freaks you out, think of them as labels or tags that you add to a URL. There are a few basic categories for these tags. These categories are often referred to as “parameters” because that’s exactly what they are. UTM parameters are tags you add to the end of a URL to tell Google Analytics (or your CRM) a full story about where and why a person clicked.
There are endless possibilities for how many parameters you can add to a URL, but for the standard UTM recipe there are three that are required.
The basic recipe is as follows:
URL + Source(utm_source=) & Medium(utm_medium=) & Campaign Name(utm_campaign=)
Now let’s break this recipe down:
If you want to get even more granular, you can add further detail to the link with some extra parameters. Appending additional UTM parameters can help you drill down to as many variables as your heart (Or CMO) desires.
If you wanted to target a specific term when sharing a link, test the creative that was used with the link or even analyze the hashtag you used in the post, you just tack on more UTM parameters. That complicated sounding recipe would look like this:
URL? + Source(utm_source=) & Medium(utm_medium=) & Campaign Name(utm_campaign=) & Term(utm_term=) & Creative(utm_creative=) & Hashtag(utm_hashtag=)
Okay, so it’s not quite as simple as adding plus signs between words directly after a URL. That’s where the word “code” comes in (and easily scares us all.) We will walk you through building your own.
Let’s say you want to share the following link: “http://yourwebsite.com/your-page/”
You want to share this link in a Tweet, as part of your organic social distribution, for your website traffic campaign, targeting the term social marketing, with lifestyle creative and in the post you used the hashtag #socialmedia. Your new gussied up UTM link would look something like this:
So if UTM tracking is this easy, why doesn’t everyone do it?
It would take a lot of time and effort to manually build UTM codes each time you send out a new link with a different parameter. With so much on the plate of a social media manager, it can be frustrating to have to remember to build a code every time you sent a link. Also, they are long and ugly.
But don’t worry. There are ways to work around these challenges and streamline UTM building so it can scale as you grow.
You may have noticed that it seemed like a lot of work to append all those parameters to the end of that chosen URL. Who wants to spend their time doing that for every link? Remember, it’s 2017 and this is the internet. If you have a problem, there is a solution.
Enter UTM URL builders. These handy tools allow you to enter in your selected parameters and run—they build the entire url for you. No coding involved, just copy and paste.
UTMFTW in particular has a chrome extension that makes UTM building on the fly a real world possibility. In addition, there is a built in link shortener which solves the problem of those long links.
While there are many use cases for using UTM codes, there will be times when you have a long standing campaign that you’ll need to use continually. For instance, your day to day organic social publishing strategy. In these cases, having a built in URL tracking system within your social media publishing tool can be helpful. That’s where Sprout comes in handy.
URL Tracking in Sprout Social makes it seamless to append tracking data to the links you post from Sprout. Sprout lets you define campaigns upfront. Any time you publish, Sprout automatically generates the relevant URL parameters, instead of requiring you to use a URL Builder to generate rich destination URLs each time.
In the spirit of crushing two UTM challenges in one fell swoop, the tracking code is appended to your URL once it is shortened with bit.ly. You can try Sprout free for 30 days and see our URL tracking in action.
One of the greatest benefits of UTM tracking is the insight it can provide on the performance of your content. UTM codes give you the power to test what content is resonating and where. Many marketers hypothesize or make assumptions, and often end up steering their marketing departments astray in the midst of trying to make sense of muddled data.
UTM data will let you see if content is driving traffic, and also how valuable that traffic actually is. By tracking UTM codes, you can explicitly see if specific campaigns may have driven a lot of traffic, and if that traffic actually converts.
These types of observations allow you to shift your content strategy with conversion in mind. Having a sense of where quality traffic is coming from can be an additional insight that helps to refine your overall publishing strategy.
Before UTM codes, controlling content variables for A/B testing was nearly impossible. But now you call the shots. Source and Medium should always stay the same to make true A/B comparisons. Campaign, Content, and Term are some of the variables you can test against. Once you launch a campaign, try and stick with the same naming conventions to maintain consistency within tests, and to leave space for future tests.
Not only do UTM codes help prove the awareness value of your content, but tracking a UTM code can also provide quantitative data in terms of conversion.
By setting up goals in Google Analytics, you can instantly tell if the content you’re sharing is converting. Not only does this make it possible to prove return, it allows you to optimize your content strategy based on what is converting, and thereby increase your rate of return. This is where content analysis and smarter marketing come together to provide real numerical results.
Client relationship management systems like Salesforce will even let you tie direct client accounts to the source and medium parameters that got them to your site. Return on investment for social is no longer a mystery, but findable with the right tooling, structure and diligence.
UTM tracking is the gift that keeps on giving. Now that you have a handle on your content performance, and you know what is converting, what else can UTM tags do for you? Oh, everything. Some other use cases for UTM tags include:
Does your social team support multiple departments within your organization? Set different UTM campaigns based on your goals to be able to provide more rounded insights to respective teams. For example, the HR department of your company might not care how much traffic you are driving to your website as a whole, but would probably love to hear how many applicants you are driving to the career page. UTM’s can provide that data.
If you’re doing social right, then you’re being proactive and not just reactive. Social provides the rare opportunity for brands to connect directly with their audiences. In those moments of genuine conversation where dropping a link to your product/service feels appropriate, don’t let it end there. Track those links, follow their lifecycle to conversion and continue to refine your outreach tactics to emulate your successes.
We all know it’s great PR to get mentioned in an article by a top-tier publication, or to do a guest post on a high-ranking blog. These co-marketing opportunities usually allow you to provide a link, so why not a coded one? This can provide unique insight on what mentions are driving quality leads and where to focus your pitching efforts in the future.
Advocacy is becoming a priority at organizations of all sizes. Whether it be for in-house employees or a curated group of loyalists, brands are becoming acutely aware of the value of social media communities.
Taking on an advocacy marketing venture can be an overwhelming ask for a company, a community manager or for the community. Attaching UTM codes to the links your advocates share is a scalable way to immediately prove the value of an advocacy program to all involved.
Influencer marketing is hot right now. The more influencers the merrier. Whether you have a paid influencer relationship or an organic one, the likes may be rolling in but the conversions could be stagnant. Curating custom UTM’s for marketing partners or influencers will allow you to track if and when they are sharing and how well they convert.
On social media, there are many opportunities for people to click through to your website and it’s not just in your social posts. Your Twitter or Instagram bio are good examples of static links you can track with UTM codes. You might be surprised how much traffic these static links are driving to your site.
From email to social marketing, messaging is becoming more dynamic. If you’re testing to see how different segments of your audience will respond to the same type of content, your best bet is UTM tracking. Organic targeting is a a good way to test audience segments on social. You can use the same terms in your targeting parameters when you go to build your UTM parameters.
Last but certainly not least, adding unique parameters to your destination URLs can help you better measure conversions on paid social campaigns. You can also get a better idea of how paid social performs vs organic social. Talk about getting an instant ROI.
At first, UTM tracking might seem intimidating. But after putting together a couple campaigns and streamlining your process with the tips we gave, you’ll become a UTM tracking ninja in no time.
Reblogged 6 hours ago from feedproxy.google.com
Huawei Mate 9 co-engineered with Leica: A Step Ahead// Revolutionary speed: Now you won’t slow down, thanks to the new Kirin 960 processor and intelligent Machine Learning algorithm. This ground-breaking interplay between hardware and software means your Huawei Mate 9 is born fast and stays fast.// Enhanced power: The Huawei Mate 9 offers a truly revolutionary battery life. With its large 4000mAh battery and smart power-saving technology, you can enjoy two days’ usage. State-of-the-art HUAWEI Supercharge technology safely charges the device for a full day’s power in 20 minutes.// Breath-taking photography: The Huawei Mate 9 offers exceptional sharpness. Its second-generation Leica Dual Camera renders images in unprecedented detail for images that take you from mere photography to artistry.// Ground-breaking user experience: We’re proud of the EMUI 5.0 and its beautiful and smart user interface. Uncompromising design from a team of dedicated experts helps make the Huawei Mate 9 a stunning experience.// Global connectivity: With incredible network support and integrated dual SIM support, the Huawei Mate 9 offers outstanding performance worldwide. Experience consistent call quality and a stable Internet connection with reduced power consumption and data usage around the globe.// Bold, meticulous and refined: The Huawei Mate 9 has inherited the Mate Series’ design DNA, with a visual and sensual feel that’s uniquely glamorous.// Unique features: The Huawei Mate 9 comes with a wide range of exciting new features that are satisfyingly intuitive to use.
Don’t you hate it when your phone loses it’s internet connection and you can’t search for something on Google? Well, Google’s latest Android app makes that experience a lot better.
The post Google Android search app will keep trying your searches when your internet connection is poor appeared…
Please visit Search Engine Land for the full article.
Reblogged 9 hours ago from feeds.searchengineland.com
Posted by Roxana_Nelson
2016 was quite a year for MozBar…
I’m so pleased to announce that we’ve completely rebuilt the foundation for MozBar, making it more robust and reliable, and we’ve launched a new MozBar Premium feature: On-Page Content Suggestions!
But before we get into the fun, new feature stuff, I want to be completely transparent about some of the challenges we faced early last year:
We had a roadmap of features that we wanted to release in 2016, but soon realized MozBar hadn’t been built to support the growth we had planned for it going forward. We wanted to continue to innovate but it just wasn’t scalable.
For the longest time, all MozBar projects were shipped by a small, self-contained team consisting of a product manager (yours truly), a designer, and our contract developer. In May, our rockstar contract developer left to pursue his own projects. We had big dreams for MozBar but now found ourselves without a developer, without a process, and with big scalability issues on the horizon.
In the midst of all this, we found a major vulnerability to our API via MozBar. It was putting too much pressure on our servers and negatively affecting data for our users. To address this, we urgently needed to add in security layers, such as requiring a login and a CAPTCHA. This ended up being a really complicated process. As we attempted to roll out fixes, one new fix seemed to inevitably break something else. It was no fault of anyone person, just a symptom of the mounting technical debt we had accrued. Avid MozBar users quickly noticed the problems we were having. It was making their jobs harder — the antithesis of what MozBar was created for. We could not let this go on.
We knew what we needed to do.
We created a dedicated MozBar team to work all-hands-on-deck to rebuild MozBar from the ground up to make it fast, reliable, and ready to launch a new feature by the end of the year. And I’m happy to say, we did it! We made stabilizing MozBar our number-one priority and were able to build a new backend service that would resolve the data issues that plagued MozBar throughout all of summer 2016. This brand-new foundation would also give us a solid ground to launch innovative new features in a smart, sustainable way. After we stabilized MozBar, our first order of business was to revamp the Page Optimization feature of MozBar Premium (exclusive to Moz Pro customers) and add On-Page Content Suggestions!
Content Suggestions helps you easily find ideas for the page you are optimizing to help build your topical authority. These suggestions are topics that are influencing the SERP for the keyword you’re optimizing for. Use these content suggestions to beef up any thin content on your page and become the expert on your topic. As a bonus, you can even use content suggestions as a keyword list to help round out keywords you’re already researching.
How does it work? We take the top results for the keyword you’re optimizing for, extract the most popular topics, then order them by frequency. Sound familiar? This feature also lives in Moz Pro.
The benefit of having this feature in MozBar as well is that you now have the flexibility to analyze any page and keyword combination, not just ones you are tracking in your campaigns. And it’s super easy to use! Just enter a keyword you would like to optimize a page for, hit enter, and all of your page optimization factors and on-page content suggestions are surfaced in one view:
Be sure to check out an upcoming MozBar tutorial post from Brian Childs, Moz’s very own product trainer, and sign up for the first-ever MozBar webinar he’ll be hosting next week. Also keep an eye out for Rand’s deep-dive post on how to get the biggest bang for your buck with On-Page Content Suggestions. You will not want to miss these.
I am so incredibly proud of the MozBar team and all of the contributions they’ve made to the toolbar in the past year. We know we still have room to improve and grow; believe me, there’s a long list of things to do. There’s also a long list of exciting new features that we have planned for you, too!
And most importantly, we are so appreciative of all of you who’ve stuck with us, have been vocal about issues as they pop up, and worked directly with us to troubleshoot issues that you’ve encountered. If it weren’t for your feedback, support, and patience, we’d be in the dark, so thank you.
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Reblogged 10 hours ago from feedproxy.google.com