In my line of work, I can’t escape giving clients advice. But there is a famous saying that goes something like “the worst vice is advice”. Therefore, I’m very wary about advising because there are so many unknowns. So an article on ‘how people who give advice like this have very low emotional intelligence’ caught my attention and is our title article in our marketing digest for this week.
Let’s get started.
How to Create a Not-awkward Personalisation Strategy
Brands should segment and build content for unique aspects of their audience but avoid leaving out segments of people unless there’s a conscious, strategic decision to do so,
Summary
- Use personalisation to help your audience and deliver content that solves their problems.
- For example, ask for your audience’s interests, questions, or pain points on your email sign-up form.
- By focusing on a group and not one person, you can avoid the optimisation trap.
- Explain in simple terms how you’ll use audience data to provide value.
No In-person Events until 2nd Half of 2021, Marketers Say
But satisfaction with virtual events suggests that, for now, professionals are okay with the alternatives.
Summary
- We may add some more granularity to our next Events Participation Index to dig deeper into what virtual experiences marketers are most satisfied with because, just like in-person events, experience varies depending on the show.
- Some organisers are trying to replicate the trade-show experience with virtual learning sessions, booths and even networking receptions, while others may only focus on the educational sessions.
- Third Door Media, which publishes MarTech Today, MarketingLand and Search Engine Land, has hosted two virtual events in place of in-person conferences, Discover MarTech and SMX.
People Who Give Advice like This Have Very Low Emotional Intelligence
It shifts away from the Advice Seeker’s experience and assumes similarities to the Advice Giver’s experience.
Summary
- If you’re an Advice Seeker, you might even judge the quality of the advice you’re getting by the number of questions the Advice Giver asks.
- Advice Givers usually want to be helpful, but they also want to be efficient: The Advice Giver is generally an established, busy person.
- If they assume the Advice Giver has the expertise, they might also easily mistake “Simplest advice” for “Best advice.” The key to unpacking this, as either an Advice Seeker or an Advice Giver, is emotional intelligence.
- Even though the Advice Giver frames the response in terms of what the Advice Seeker should do, the advice is generic-and rooted in the Advice Giver’s experience, after a very brief reflection.
Top YouTube Searches This Year
Top queries in the report are broken down by searches in the US and searches performed worldwide.
Summary
- One thing that’s clear when looking at this year’s top US searches compared to last year is more people are turning to YouTube for music.
- Searches for artists, bands and songs dominate our list of the top 100 worldwide YouTube searches with a staggering 57/100 searches.
- So compared to the US, the rest of the World uses YouTube far more for music.
- People turn to YouTube search for: music, gaming, branded content, and already-established YouTubers.
- The greatest takeaway for marketers is the insight into what users search for on YouTube.
How and Where to Fight for Your Marketing Budget
Hopefully, you’ve done the prerequisite work to set different goals for prospecting campaigns and closing campaigns, or in calculating how your prospecting campaigns should perform for you to reach your goals.
Summary
- There’s a lengthy research process, so this might be a time to switch from demos to educational assets or invest more in research campaigns than closing campaigns.
- In digital marketing terms, that’s often channels and campaigns like Brand Search and Remarketing.
- If you know that on average it’s 30 days or more from first ad impression to buy, things could look quite a bit different at that time than they do right now.
- If you’ve previously mapped the customer journey or created personas, revisit them and plan for changes to who might be involved in purchase decisions, or what might change in their discovery process.
Full article: https://searchengineland.com/how-and-where-to-fight-for-your-marketing-budget-338013
1000 Ranking Factors: How Google Finds Signals Through the Noise
When studying how specific properties like page speed, text content, and backlinks relate to rankings, advanced SEOs are turning to correlation analysis and machine learning tools to understand better how Google finds these signals through the noise.
Summary
- We look into an industry-specific correlation analysis, and what we learned about the primary drivers of SERP rankings.
- Domain organic traffic value, URL organic traffic, and page load speed were among the weaker correlations.
- Unfiltered backlink count and Referring Domain counts themselves were not as strongly correlated as metrics like Moz’s Domain Authority, which differentiates between low-quality links and high-value links.
Google Adds New Mortgage Feature Box to Search
Google has launched a new feature in the mobile search results for searches related to mortgages.
Summary
- After you scroll past all the Google ads at the top of the search results page, you now get this Mortgage loan box that gives you several tabs of ways to break down the information you are looking for on mortgages.
- History: This shows a featured snippet about the history of mortgages.
Full article: https://searchengineland.com/google-adds-new-mortgage-feature-box-to-search-338024
Conclusion
These are the summaries of all the articles I read this week. I’d love to know what interesting articles you’ve read this week. Tweet me to let me know.
Related Article(s)
- The Best Advice about Content Marketing You Have Ever Heard
- Some of The Worst Advice I’ve Ever Heard About Social Media Marketing
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