The Convergence of Google and Twitter

The Convergence of Google and Twitter: New SEO Era

A new partnership has been forged between Google and Twitter, and this news first came out in February this year. This means that Google would be able to access Firehose which releases about 9000 tweets every second into the internet. Before this alliance, Google would crawl the social media website and pull out tweets that were relevant to the search engine and it did not work as expected. Twitter, on the other hand, has been slowly losing visitors and subscribers; or rather, Twitter was not gaining them as much as it used to. In this convergence, both the parties win.

Impact on SEO – For a normal business, this convergence means that all public tweets would be immediately visible and accessible through Google’s search engine. Small businesses would particularly get a chance to drive traffic to their websites by linking to content on blogs, offers and deals. Plus, they could update followers about their company and know that this information is reaching farther than it ever has before.

Previously, any big Twitter news improved the prospects of small businesses to gain a couple of followers. But now, it is not just about followers. The idea that a tweet could be read by millions of people across the internet is the best news small businesses have had from social media in a long time. A small business owner would now hold the power to make a business into something else overnight. Every tweet could be answering a random question or search query on the internet and this opens many doors for business organizations.

Tips For Businesses – For businesses that are not on Twitter, there has never been a better time to join the social media site. It is important to research about the basics of twitter, understand click boosting techniques, learn how to grow quality followers on the website, and also find out the best times to update on the website.

CTA – Site links and Call to Actions would ensure that tweets transform into a marketing and business tool.

Fast Reaction – Because of real time integration, it is important to monitor the page constantly and react to events quickly before they lose their importance.
Thinking Before Tweeting – Unlike the past, where tweets from earlier years went to the bottom of the timeline, the future would make every tweet hot and accessible every second. This is why tweets should be typed out after much deliberation.

Google would have direct access to the tweets coming from Twitter into its search engine stream. This means that ads could be served against content that is time sensitive (trending on Twitter) in nature. All this automatically translates to more revenue for Google. Also, for the first time since its inception, Twitter has a real chance of one-upping Facebook in its popularity and reach. Because all the tweets would now be easily searchable, the exposure that both Twitter and its users get would be massive. Twitter too would stand to increase its revenue from this deal.

Issaquah Web Development and Internet Marketing Innovation

The word Internet marketing means a lot of things to a lot of people. For some it gives them a way to work from home, pursing either a part-time or full-time online job. For others it represents get rich quick schemes that promise near overnight riches with a few key strokes.

For businesses however, Internet marketing has become an indispensable part of their sales funnels and overall business models. Let’s go over how Internet marketing has not only changed the costumer perspective but also how web development itself is changing in response to it.

The Accessibility of Web Development

As Internet marketing exploded over the last decade web development matched its rapid growth. The reason is simple, without quality web development there can be no Internet marketing. This gave rise to many web development companies who sold their skills to clients that needed a strong online presence for their brand.

At first web development was mostly outsourced but as time went on more and more IT departments began to handle it in-house for companies. While this is an option outsourcing web development has many advantages over doing it in-house and remains an excellent option for any business.

Connecting with the Consumer

Internet marketing has made it easier than ever for brands to connect with their consumers. This is a double edged sword as businesses with poor brand management often times fall prey to trolls and negative publicity that can spread like wildfire online and ruin their reputations very quickly.

The good news is that web development companies typically understand how to mitigate the negative effects associated with Internet marketing and online brand interaction. Smart web design which allows the consumer just enough freedom to interact positively with a brand without allowing them to run wild is essential in this Digital Age.

Mobile Marketing

An offshoot of Internet marketing is the rise in mobile marketing. Brands are catching on to the fact that with more people using mobile their web properties need to be optimized for mobile. Web development companies can help with this and even take things a step further by building entire mobile marketing campaigns for brands.

The great thing about mobile marketing web development is that these mobile properties can be built fast and then easily discarded or replaced with a new campaign very quickly. This makes them the perfect compliment to a brand’s website and allows the consumer to engage with the brand for objective based marketing efforts.

The 3 Most Common Mistakes in Digital Marketing by Startups

Mistake 1: Not Focusing Your Digital Marketing On Business Objectives

If your startup is posting on Facebook, you need to defend why your startup chooses to spend their time and energy on that digital marketing activity from a business perspective. It may be great for your ego that you got 10 shares on a post, but how do those shares actually lead to profit?

Don’t forget that just because you are an amazing tech startup that you are also still a business.

Just like any other business, your startup needs to achieve revenue. The way to make achieve this revenue with digital marketing is to have all of your activities either achieve or move users towards achieving concrete business objectives.

The best way to correct the mistake of digital marketing without business objectives is to create a marketing funnel. Since not all of your digital marketing results in an immediate sale, this marketing funnel will have a series of steps, each one of which is a small business objectives (getting an email address, users filling out forms, etc.) which lead to your ultimate business objective which is usually a sale.

Once you have mapped out your marketing funnel, you have shifted your mindset towards viewing your digital marketing through a business lens. Use this lens to see what digital marketing activities actually move the needle. If the digital marketing activity does not move users towards your business objective, you can either stop spending your time and money on that particular activity or reconfigure your strategy and test to see if it is possible to achieve business objectives with it.

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Mistake 2: Trying To Market On Too Many Channels

Instead of trying to utilize a selection of digital marketing channels effectively, startups often attempt to have a presence on every channel and end up executing them all poorly.

This is how it happens:

You sign up your startup for accounts in all of the social networks and frantically drop in, make a lot of noise, and do not interact according to the norms and the standards of that particular channel. Instead of adding value to the conversation, your startup looks like a jerk and turns potential customers off.

The mistake is that your presence on these networks is sporadic and doesn’t allow you to understand the community and authentically connect with the users. You shouldn’t necessarily be sending the same message on Twitter as you would on email or Facebook or Instagram. However, you do not have the time nor the staff to interact on all of the networks in a way that engages visitors and moves your startup towards business objectives.

The best way to correct this mistake is to begin your digital marketing with one or two channels and spend your time and effort becoming industry leaders on that channel. Once you have mastered a select group of channels, you may want to expand, or you may find that you can sustain your startup’s growth on those one or two channels.

To choose the optimal channel for your startup, find out which channels your customers already frequent. Research and spend time on those channels to become a valuable member of the community that adds value with your digital marketing messages.

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Common Mistakes in Digital Marketing by Startups | SEJ

Mistake 3: Trying To Market To Everyone

If you attempt to target everyone, you target no one. This is a mistake that I learned early on (the hard way!).

The average consumer is exposed to 5,000 marketing messages per day, which means your digital marketing messages need to stand out by being the most tailored to your audience. If your startup attempts to market to an audience that is too diverse with a wide range of wants, needs, and desires you will be unable to craft digital marketing messages that resonate with anyone. Additionally, with this large audience your marketing messages is competing against a much larger pool of competitors. You want to target a narrow audience (sometimes called a niche) and create messages tailored to them.

You can narrow your target audience by various demographics and psychographics. Demographics are quantitative variables such as age, gender, income, location, and income. Psychographics are qualitative measurements and are often self-defined such as fans of the Patriots, investors, or environmentalists.

Narrowing your message down creates a feeling for that audience member that it is just for them. For example, if you are a startup that provides social media marketing to Crossfit gyms you could narrow your targeting by simply changing the title of your blog, if it was originally titled 7 Things Your Business Needs To Know About Marketing, it would be more tailored by changing the title to 7 Things Your Gym Needs To Know About Facebook Marketing and would be best tailored by titling it 7 Things Your Gym Needs To Know About Facebook Marketing. Even though CrossFit gym owners are business owners, narrowing and tailoring the message makes it resonate more with them.

From experience I have found that tailoring marketing messages to a narrow audience:

  • Increases the click-through rates of PPC ads (which increases their quality score and lowers the cost per click)
  • Increases the return on ad spend
  • Increases email open rates
  • Increase the amount of feedback on the social networks

Bonus tip: It is important to think about who your target market actually is. For example, if your startup is a site that connects tutors with underperforming school children, initially you may create digital marketing messages tailored to the kids who are underperforming. However, the kids aren’t the ones with the purchasing power: your actual audience is the parents. You would want to target parents of underperforming kids for your marketing with messages that resonate with them.

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As a startup, you have a limited budget and limited time to perform your digital marketing. You do not have the financial and staff cushion of larger companies and must be especially careful to avoid mistakes. By tying your digital marketing activities to business objectives, choosing your digital marketing channels specifically, and targeting a specific audience, you avoid three of the most common mistakes startups make with digital marketing and will begin to see profits increase.

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Let’s Get Personal for Valentine’s Day

This Valentine’s Day it’s all about drawing from the data available to boost personalization in your marketing. Are you ready?

What does Valentine’s Day have to do with data, analytics, and the drive to personalize marketing? A whole lot these days! The day we express love with flowers, gifts, and heart-shaped boxes of chocolates poses a familiar challenge to marketers: how to woo busy consumers using all the data and technology at our disposal. So, what better holiday to explore brands’ increasing fascination with personalization and 1:1 marketing?

Let’s first define personalization in marketing terms. It is driven by a desire for relevance and results in ongoing, individualized interactions with the consumer. As these interactions grow, so too does our knowledge and ability to tailor a more engaging conversation. It’s really an opportunity for continuous learning to foster long-term relationships. That kind of personalization, of course, requires accurate, granular, and up-to-date profiles about people and their preferences as they engage with brands across the myriad of channels and devices. That’s where the new tools and techniques around data management and analytics come in. They can enable us to better understand where an individual researches for products and services, conducts price comparisons, pours over reviews, and eventually chooses to make their purchase. It is often not love at first sight, but rather a multichannel/multi-device dance.

When it comes to delivering a personalized experience, every touch point is indeed critical in executing on a successful omnichannel marketing strategy. (See the recent ClickZ column “In Pursuit of the Universal Customer Experience: Omnichanel vs. Multichannel Marketing.“) Mobile engagement on tablets and smartphones is no exception. It’s one of the most recent, and also more challenging of channels for marketers. The opportunities for 1:1 marketing in mobile are nearly endless, and marketing for Valentine’s Day gives us a kind of “case study” to explore some of them. How important is mobile? Forrester predicts that by 2018, tablets will make up an extraordinary 42 percent of e-commerce, and smartphones will comprise 11 percent. Marketing today is still heavily PC-centric. But, that’s changing fast before our very eyes.

Mobile Engagement Blooms on Valentine’s Day

Maxymiser conducted a study last year to see how men and women shop online or with mobile devices as Valentine’s Day approached. The findings are worth taking to the bank in 2015 when the National Retail Federation predicts $18.9 billion in spending.

Maxymiser put it succinctly with the study’s title: “Valentine’s Day: Retail’s Love Affair With Digital, as the company looked at how men and women approach online and mobile shopping in advance of the holiday. Here are a few highlights from the study:

  • 32 percent of men and 30 percent of women are more likely to click on targeted offers when buying a Valentine’s Day gift.
  • 78 percent of women and 73 percent of men seek personalization to engage online and via mobile to support their Valentine’s Day gift buying for secondary purchases.
  • Men and women differ among preferences for mobile devices and content, women opting more often for tablets over smartphones and seeking price comparison information to a greater extent than men.
  • More than half of men (52 percent) and 42 percent of women said that they would not wait more than five seconds for pages or images to load. This is not a forgiving environment for brands.

The bottom line is that shoppers are not all created the same. They respond to personalized offers that take into consideration when they are shopping (last-minute or well before a holiday), on what device, and the importance of triggers like free delivery. It’s all grist for the mill. What’s clear is that there is huge opportunity to customize and personalize offers on insights supported by testing (A/B and multivariate) and other analytics applied to data.

A final word on mobile – given first impressions do count! To engage with people on tablets and smartphones, brands use Web-based, Internet-enabled apps optimized for mobile, as well as native mobile apps installed directly on a device. FTD, for example, optimizes for mobile orders of flowers using a Web-based app. In contrast, FTD Mercury Mobile is an example of a native app available both from Apple and Android. It’s important to understand the ways to optimize mobile apps to ensure consumers can engage with your brand successfully and find the mobile experience a satisfying one. (See the recent ClickZ column “The Internet of Things Starts With Agility Everywhere” for more information about mobile app optimization.)

The End Game

Deep insight at the individual level is the essential first step in 1:1 marketing. Consumers expect brands to actually know them and be aware of how they interact across each touch point. One of the biggest obstacles standing in the way of personalization to date has been the lack of a cross-channel, cross-platform integrated view of consumer behavior at a highly granular level. Fortunately, that’s changing with new data management and marketing optimization solutions that collect and analyze multichannel data at the user level data to drive content relevance, timeliness, and targeted offers.

“Remember me and speak to me as the individual that I am.” That’s what any consumer is ultimately asking for when they engage with a brand. And when we do listen and act accordingly, we can get involved in a happy and lasting relationship. Now, that’s indeed a Valentine’s Day wish come true.

 

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Facebook Expands Mobile Geo-Targeting With “Place Tips”

The social media giant’s new feature will deliver location-based content for businesses.

Facebook is testing a new feature called “Place Tips,” where the company will use signals from cellular networks, Wi-Fi, as well as GPS and beacons to deliver location-based recommendations and information to users’ News Feeds. According to many in the industry, the move may enable the platform to compete with other local search and discovery services like Foursquare and Yelp.

Now, when iPhone users tap on “Place Tips” in the top of their News Feed, they can see content from a business’ Facebook page along with what their friends have shared about that place, such as popular menu items and upcoming events. Users have the option to opt out of “Place Tips” by turning off location services on the Facebook app.

In the coming weeks, Facebook will enable “Place Tips” for eight businesses in New York City that have installed beacons, including The Metropolitan Museum of Art, Dominique Ansel Bakery, Strand Book Store, the burger joint at Le Parker Meridien Hotel, Brooklyn Bowl, Pianos, the Big Gay Ice Cream Shop, and Veselka.

facebook-placetips

The pilot program also includes the use of other location signals at larger places including Central Park, the Brooklyn Bridge, Times Square, the Statue of Liberty, and JFK Airport.

“I think it’s a big plus for traditional brick-and-mortar based businesses. [And] it would be something to watch very closely and start testing if a brand is already relying on things like Yelp to drive business,” says Josiah Humphrey, co-chief executive at app developer Appster. “I don’t want to scream ‘Yelp-killer’ but Facebook definitely has the user base to make a play here, maybe even carve out a potentially new revenue stream.”

It’s also interesting to see Facebook delving into beacon marketing, as one of the obstacles to the mass adoption of beacons is that businesses have to develop their own apps to leverage the technology. But now if brands use Facebook’s “Place Tips,” they can avoid this issue.

“Everyone has Facebook and most are using it primarily on mobile devices, making Facebook’s reach via this technology vastly better than most custom app capabilities,” says Derek Browers, vice president of product and client relations at MomentFeed, a location-based marketing platform. “So now Facebook is piloting the ability for brands to leverage their beacons to target consumers in and around [their] locations, making Facebook location pages much more important and more critical than ever before.”

However, Chris Damron, chief innovation officer at BeaconStream, argues that brands may still want to develop their own apps, rather than using the platform’s “Place Tips.”

“Many retailers may not want to give advertising control to a third-party application such as Facebook, which works through its own big advertising channels,” Damron tells ClickZ.

He continues that as Facebook rolls out “Place Tips,” advertisers will now have to take proximity into consideration.

“The value proposition behind beacons is to deliver relevant content at the most crucial moment. Businesses will have to design their ads to lure in a consumer that could be within walking distance into their establishment, meaning ads must be designed within the context of a new mindset,” he explains. “If consumers are in a mall or shopping district, they are already primed to make a purchase. What offer or piece of information will trigger them to take action now?”

Currently “Place Tips” is free for businesses; Facebook has not disclosed if it will monetize the service in the future.

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Twitter’s Foray Into Video and the Visual Web

As Twitter moves into video, following Facebook, Instagram, and Pinterest, here is what it means for marketers.

Twitter has announced it is getting into video. Since August it was rumored that Twitter had been actively working on building up its built-in video system, which it plans to release in the coming weeks.

This feature will allow users to shoot, edit, and post video they take directly through their Twitter app. For brands, here’s how the video product will work:

  • Advertisers can create a six-second video preview that will be served as the autoplay feature
  • Brands can take the best six seconds of their video. It does not have to be only the first six seconds
  • Twitter’s autoplay feature will not be audio-enabled. A user has to first click the promoted tweet to start
  • Advertisers will have up to 10 minutes of video time to show and promote their content

Prior to this news, the only video play Twitter had was through its 2012 acquisition of Vine, the short-form video sharing service. Vine has been an absolute smash hit for Twitter. It was crowned the fastest-growing app of 2013 at around 403 percent, according to a study by Global Web Index, and has been the preferred video platform particularly among younger audiences.

Vine’s user base is hovering around 40 million, with more than 100 million watching Vine videos monthly. With Twitter’s foray into video, it’s clear that it is trying to capture the ever-growing online video market, which has been one of the major breakout areas of the past year.

According to eMarketer, the U.S. audience for digital video will surpass 200 million in 2015, more than half the entire population. Of this audience, they will spend 15.9 percent of each day’s media time viewing digital video across smartphones, tablets, and desktop.

In Asia, this figure is even greater, with China alone tracking around 34 percent of daily time in online video.

Clearly Twitter is taking clues from Facebook, which has been super successful in video, stating that users within its network are watching more than 1 billion video clips daily. And according to a new post, Facebook states that in just one year, the number of video posts per person has increased a whopping 75 percent globally and 94 percent in the U.S.

Video has become an increasingly important part of social media and social sharing. Instagram got into video back in 2012, as did Snapchat and Pinterest during the same year. I think this is in some part a reaction to this movement of the “visual Web.” Platforms like Pinterest, Snapchat, Instagram, and others have all fueled the visual Web, which could be in part a response to how users behave and react to the influx of content being added, uploaded and shared on the Web.

A great example of this is the site One Second on the Internet, which visualizes all the content being put online every second.

One could argue that the future of communication lies in visuals. It represents a break from text-heavy online experiences to ones that now focus on visuals as the core anchor or central theme of the website.

In large part, smartphones and tablets have trained us to be more visual learners as these devices simply force us to have better and more usable experiences with this type of content, rather than squinting at tiny lines of text. And because of this change in viewing behavior, companies like Twitter are adapting their business models and evolving their platforms to simply become more visual, digestible, and dynamic.

Humans process images 60,000 times faster than text. So go figure, these platforms are evolving more into video-based networks. Only time will tell which ones win. What we do know is that all these platforms are massively challenging YouTube, who has always been the king of video. But this king might soon be dethroned.

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