Our marketing digest for the week has a title article that looks at the possibility of doing marketing without Facebook.
Let’s get started.
Google Creates a New Way to Drive Traffic via Image Search
Contrary to how it may seem, Wikipedia is not the only source of information in Google’s Knowledge Graph. Google draws from hundreds of sites across the web to compile billions of facts.
Summary
- Results in Google Images are sourced from sites all over the web, but it pulls the corresponding facts for each image from the Knowledge Graph.
- Google is giving searchers more information about images that could drive more clicks to the image source.
- Contrary to how it may seem at times, Wikipedia is not the only source of information in Google’s Knowledge Graph.
- Then your Knowledge Graph information, with a link, could be surfaced underneath those images.
5 Key Considerations for a Compelling Social Media Marketing Approach
These are some key elements that have helped these major brands tap into rising trends, and create cultural, impactful social media moments for their campaigns.
Summary
- Lead with an interesting product or service
- Articulate your brand
- Differentiate by focusing on a common concern
- Encourage fans to drive the conversation
- Integrate social media across the organization
Marketing without Facebook? Let’s Talk about That
There are some companies that are boycotting Facebook ads because they can run their ads alongside “hate speech”. But let’s stop and think a second. What about a life without Facebook ads?
Summary
- There is this view that “you place ads on Facebook and your products and services sell”. This is something that Facebook Ads experts will tell you, but this isn’t always the case.
- The other issue with Facebook ads is that the algorithm decides if they are “served up” to the viewer.
- Life has moved online …. we work from home, study from home, we shop from home; we go to church from home; we go to scouts from home; we go to the gym at home. In fact, being online is part of all our lives. – This isn’t just a few, it’s everybody.
- There are 4.57 Billion people in the world on the internet, that is up 7% on last year. There are 3.81 Billion people, active on social media. That is up 300 million on last year.
How to write for Google’s Core Algorithms, User Intent & SEO
In this post, you’ll learn proven, SEO-intent writing practices to help you remain calm through all Google’s future updates.
Summary
- Google’s algorithms seek to reward the best content out there.
- No matter how much expertise, authority, and trustworthiness your content has, it won’t rank if you don’t optimize it for search intent.
[Message to Management]: Are Your Sales Metrics Messed Up?
Commit to referral selling as your primary outbound prospecting tool, build skills in referral selling, and coach and reinforce referral activities.
Summary
- Once everyone is on board with referral selling, set revenue goals for each person.
- Measure the right sales activities, manage to those activities, and coach your reps on the behaviours that turn those lead generation activities into revenue.
- When you measure and coach referral activities and behaviours, you don’t just meet your revenue goals.
- To reach it, set sales metrics around activities you can measure and manage.
6 Things to Improve Your Content Performance
High-performing content doesn’t have one or two standout factors. It has many components that each contribute to its conversion success–shares, conversions, sign-ups, or some other desirable reader action.
Summary
- Use keywords based on the target audience’s search intent
- Make your headlines irresistible AND helpful
- Improve your writing flow
- Include relevant, interesting images to illustrate your points
- Show the value immediately
- Create a clickable CTA
Agile Estimation Techniques Help Marketers Manage Workload
When a new project comes in, we should assign no timeline until the team estimates the project.
Summary
- They may then compare that to a press release and decide it’s smaller and so call it 3 points.
- They may know that they always call a press release a 3 and a blog post a 5.
- A few areas of caution: Never compare one team’s estimates to another’s because one team may call a press release a 3 and another may say it’s a 5, even though the effort is the same.
- If you say 3 points equals 3 days, you’ve completely lost the point of relative estimation, call it days.
Conclusion
That’s it for this week. If you’ve got anything to say about the articles above you can find me here. Let’s make it a date next week. Stay safe.
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