Here is our latest digital marketing news roundup.
Privacy “bill of rights” to protect consumer data
Earlier this month, U.S. senators Edward J. Markey (D-Mass.) and Richard Blumenthal (D-Conn.) introduced a privacy “bill of rights” to protect American consumers’ personal data. The Customer Online Notification for Stopping Edge-provider Network Transgressions (CONSENT) Act would require the Federal Trade Commission (FTC) to establish privacy protections for customers […]
Here’s how to use Twitter to dominate the Google search results
When you’re trying to occupy a lot of space for your name in the search results as a way to combat negative reviews or content that may not be flattering, Twitter can provide a quick increase in the real estate you control on page one. Would you like to dominate and command the same exposure? Read on, because Google-featured tweets are within your grasp.
Whether you are working to try to displace negative content or trying to better engineer your online brand identity and proactively manage your reputation, Twitter is one of the most powerful tools at your disposal. In research I conducted last year, I found 30 out of the top 50 brand names worldwide have their Twitter account pages showing up on page one for their name searches in Google. (If we narrowed to the top 50 US brand names, I would bet the percentage would be much higher.) This is a good thing for companies and individuals alike. When you control what’s on page one in Google, that’s one less place where negativity can appear.
It is also good from the standpoint of providing a customer service tool as well as a brand-building and promotional tool. Statista reports Twitter has 33.2 percent penetration in the US market here in 2018, and the audience size in that channel is only set to increase.
Want to target position 0? Here’s what you need to make that happen
We’ve been using Siri as an integrated personal assistant since the iPhone 4S launched in October 2011, so voice search isn’t exactly new. But the interest in how it provides answers has become a new hot topic.
We know the assistants are pulling many of those voice-based search responses from featured snippets or “position 0” in the search results.
Both Bing and Google have talked about further developing featured snippets for more comprehensive responses. As a result, we’ll see more testing, volatility and opportunity for these search results in 2018.
This creates an even bigger, two-fold incentive to have our content shown in a featured snippet:
You’ll rank at the top of the search engine results page on desktop and mobile in the coveted position 0.
As great as all of this may sound, you should do some important research and analysis before looking to capitalize on these opportunities.
For example, when users receive the featured snippet response, how much traffic will actually be driven to your website if the users now have their answer?
And then there’s the question of whether it’s worth bothering with forecasting at all if we know position 0 and voice search are the “next big thing.”
Are your ads pointing to the right domain? Here’s a script to find out.
I’d like to share a script that will help you stay on top of the domains being used in your ads, by verifying the ads are linking to the correct website.
For most AdWords campaigns, the user’s journey to conversion starts with a site visit. Making sure users end up on the right page after clicking on an ad may seem obvious, but as careful as we might be, sometimes a rogue uniform resource locator (URL) slips through the cracks. This script checks if you’re inadvertently sending your potential customers to the wrong website entirely.
After setting up your accounts and campaigns, run the script with the desired domain in your AdWords account, and it will scan through your keywords and URLs to list which ones have final URLs that don’t use that domain. This could come in handy in lots of situations.
Content nurturing for ABM: Moving from theory to practice
Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in order to attract, engage and convert the decision-makers inside your key accounts. But you are asking yourself, “What does that really look like tactically?”
Moving from theory to practice and actually developing and deploying your arsenal can be a heady, if not daunting, proposition. Here is some basic guidance on how to put one of the best moves of your marketing career into full gear.
Here are some more misconceptions about GDPR
There is one thing we know for certain that the upcoming General Data Protection Regulation (GDPR) is creating: misconceptions.
It’s hard to keep up with them. But, after noting nine common GDPR misconceptions a few weeks ago, we now offer a new batch gleaned from a chat with Clive Boonzaaier, director of governance, risk and compliance at security firm Cipher UK: