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Digital Marketing News: LinkedIn’s Faster Than Expected Growth, Podcast Ads Booming, & Facebook Updates Audience Insights

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Dwell Time is the SEO Metric You Need to Track

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By Kayla Carmicheal

Google Analytics dwell time

This morning, I made a quick Google search.

When the results page loaded, I spent time clicking through the first page of websites to find what I was looking for. When I didn’t find my answer, I clicked back to that results page to look at the next one.

This process took me through to the bottom of the page until I refined my search and started the process again.

I didn’t know it at the time, but I was actually contributing to a powerful metric — dwell time.

When we talk about metrics, we tend to focus on demographics. We ask questions like, Who’s looking at your site, where are they located, and what are their interests?. These interests help marketers make informed decisions about campaigns tailored to their customers’ interests.

Dwell time is the metric that runs through various search engine results pages (SERPs). It’s the time I spent reading those results pages before I went back to Google to take a look at other results.

Let’s explore more about what dwell time means, and its usefulness, below.

What is dwell time?

Remember that dwell time begins and ends with the SERP.

It’s important to note, dwell time and bounce rate are two different things. Bounce rate is what happens when a user clicks on one page, and then almost immediately leaves the site.

For it to be considered dwell time, on the other hand, the user needs to click on a page from the SERP, stay a while, and then either clicks back to the SERP or otherwise exits the page.

If you use search engines, you rack up dwell time daily, without even thinking about it. I can already recall two separate instances in which I’ve contributed to dwell time today, all before lunch.

Essentially, dwell time metrics can show marketers if their web pages are capturing the attention and needs of browsers. It has the potential to tell you what to include on web pages, and what to exclude.

For instance, let’s say you write a blog article called “Social Media Tips and Tricks”. You notice the piece has a high click-through rate, but low dwell time. Upon further inspection, you see the rest of the articles on the SERPs include comprehensive information regarding social media scheduling, how to create posts for social media, and which social media sites have the highest conversion rates. More than likely, you thought your post was solving for a user’s search intent when it really wasn’t — which is why most readers jump back to the SERP to find an alternative source.

It can also lead to clues about improving UX. For instance, if you have a slow loading time on your web page, you may see that reflected in dwell time metrics, since a user might exit your page if it’s taking too long to load

This metric can lead to important decisions you make for your site, among other metrics.

Next, let’s explore some average …read more

Source:: HubSpot Blog


Comcast will add more 24/7 streaming channels to its connected TV platform

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By Tim Peterson

Comcast is stocking up on more ad-supported streaming programming to catch cord cutters’ interest and advertisers’ connected TV budgets.

The TV and internet provider is in the process of expanding the number of 24/7 channels on its Xfinity Flex streaming platform, according to media executives with knowledge of the matter. A Comcast spokesperson said the company will aim to add more content for people to watch as it increases the size of Flex’s user base.

Offering 24/7 channels has emerged as a popular option among streaming service companies to ensure that their platforms provide enough programming for people to watch while granting themselves additional inventory to sell to advertisers. These channels have also become the gateway to the connected TV market for many midsize media companies that might otherwise struggle to attract viewers to their owned-and-operated connected TV apps.

Once a company creates a 24/7 channel for one distributor, it is “basically built to do [so] for all of them. So for us, what’s the downside of being everywhere? There’s no added cost to us,” said a media executive.

Comcast is providing channel programmers two options for generating revenue. They can let Comcast sell their channels’ ad inventory and receive 50% of the resulting revenue, or they can split the ad inventory 50/50, with each party retaining all the revenue from any ads it respectively sold, according to two media executives.

In March 2019, Comcast announced Xfinity Flex as an alternative to the connected TV devices sold by the likes of Amazon and Roku. Similar to the other connected TV devices, Comcast’s offering lets consumers stream services like Netflix, Amazon Prime Video and YouTube on their TVs. After initially marketing its Xfinity Flex devices to Comcast’s internet-only customers for $5 a month, the company said in September it will provide the device for free to those customers.

Xfinity Flex is an “open door that Comcast is trying to maintain” with customers who haven’t signed up for its traditional pay-TV service or who have canceled their pay-TV subscriptions, said Ian Olgeirson, research director for media research company Kagan.

Flex already carries 24/7 channels, such as Cheddar, Sky News and Tastemade. By adding more channels, Comcast seems to be trying to increase the odds that people will find something to watch on its platform and it will be programming against which Comcast can sell ads.

Xfinity Flex is not the only Comcast-owned streaming platform that’s being loaded up with 24/7 channels. As Digiday has previously reported, NBCUniversal has also had discussions with media and entertainment companies about distributing their channels on its Peacock streaming service, which is set to debut in April and be supported primarily by advertising. The distribution deals with Comcast for Xfinity Flex are being kept separate from the talks with NBCUniversal for Peacock, according to media executives.

“The way Roku’s advertising business is growing — that’s got to be catching Comcast’s eyes,” said Jim Nail, a principal analyst for Forrester.

Comcast has not been specifically pitching advertisers on its Xfinity Flex inventory …read more

Source:: Digiday


‘It definitely limits our options’: Under AB 5, publishers and freelancers see costs rise

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By Max Willens

Assembly Bill 5 has been in effect only for a few weeks in California, but any hopes that media managers had that they could sidestep its effects have already been dashed.

Publishers spent months bracing themselves for when the new law would go into effect; it caps the number of articles that contract workers can produce each year at 35, and several publishers and writers alike have not managed to avoid incurring additional costs. While Vox Media still hasn’t filled all of the 20 new staff jobs it created at SB Nation after cutting ties with “hundreds” of freelance writers and editors last month in response to the law’s enactment, a source at Vox Media said the 20 hires will represent a “net investment.”

An executive at another publisher that operates multiple sites in California said the new law’s arrival had raised its costs by forcing managers to reconfigure the editorial team to be a mix of part-time employees as well as freelancers based out of state. The exact amount of the increase is unknown at this point since editors were given the discretion to decide whether to replenish their team by hiring full- or part-time staffers, recruiting freelancers from outside California or finding other ways to fill the gap.

“Most of them weren’t replaced by other workers,” the executive said about the Californian freelancers who were let go. “It’s been more about putting more work into hourly employees.”

For their part, writers at some of these publications told Digiday that they now must spend more time soliciting editors from a greater number of publications in order to publish the same number of stories as before — right at a moment when their once-reliable sources of revenue have disappeared. Scott Meslow, a freelance entertainment reporter who is working on a book, had an offer to write a weekly column withdrawn; the offering party, which Meslow declined to name, concluded it could not offer the assignment without running afoul of the regulations.

“It’s going to be more of a pain,” Meslow said. “I have to write for eight publications instead of four.”

In some cases, freelance writers have essentially been forced to create limited liability corporations or small business corporations in an expensive and time-consuming process that can complicate their tax situation.

To participate in Forbes’ contributor program, for example, writers must publish a minimum of five articles a month, meaning that a California-based contributor would hit the state’s limit of 35 articles a year before the end of the summertime. The statute’s toll is even more onerous on contributors paid to write seven articles a month, said Kristen Lopez, a Forbes contributor who also writes for sites like Fansided. Earlier this month, Lopez launched a GoFundMe campaign to help her pay for the costs of creating an LLC.

“It limits our options,” said Warren St. John, CEO of Patch. “A lot of hyperlocal news, at the town level, involves quick, breaking posts,” added St. John, whose company employs 10 full-time reporters in California across …read more

Source:: Digiday


Mining Reddit for Content Ideas in 5 Steps – Whiteboard Friday

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By DanielRussell

Posted by DanielRussell

For marketers, Reddit is more than a tool to while away your lunch break. It’s a huge, thriving forum with subreddits devoted to almost any topic you can imagine — and exciting new content ideas lurk within threads, just waiting to be discovered. In this edition of Whiteboard Friday, Daniel Russell takes you through five simple steps to mine Reddit for content ideas bolstered by your target audience’s interest.

Video Transcription

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. My name is Daniel Russell. I’m from an agency called Go Fish Digital. Today we’re going to be talking about mining Reddit for content ideas.

Reddit, you’ve probably heard of it, but in case you haven’t, it’s one of the largest websites on the internet. It gets billions of views and clicks per year. People go there because it is a great source of content. It’s really entertaining. But it also means that it’s a great source of content for us as marketers. So today what we’re going to be talking about is two main groups here.

We’re going to first be talking about the features of Reddit, the different things that you can use on Reddit to find good content ideas. Then we’re going to be talking about five steps that you can take and apply today to start finding ideas for your company, for your clients and start getting that successful content.

Features of Reddit

So first, Reddit as a breakdown here.


First, a big feature of Reddit is called subreddits. They’re essentially smaller forums within Reddit, a smaller forum within a forum dedicated to a particular topic. So there might be a forum dedicated to movies and discussing movies. There’s a forum dedicated to food and talking about different types of food, posting pictures of food, posting recipes.

There is a forum for just about everything under the sun. If you can think of it, it’s probably got a forum on Reddit. This is really valuable to us as marketers because it means that people are taking their interests and then putting it out there for us to see. So if we are trying to do work for a sports company or if we’re trying to do work for our company that’s dentistry or something like that, there is a subreddit dedicated to that topic, and we can go and find people that are interested in that, that are probably within our target markets.

Upvoting and downvoting

There’s upvoting and downvoting. Essentially what this is, is people post a piece of content to Reddit, and then other users decide if they like it or not. They upvote it or they downvote it. The stuff that is upvoted is usually the good stuff. People that are paying really close attention to Reddit are always upvoting and downvoting things. Then the things that get the most upvotes start rising to the top so that other people can see …read more

Source:: Moz Blog


7 Incredible Examples of A/B Tests by Real Businesses

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By Rebecca White

Csek Creative control landing page language.

Whether you’re looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there.But for many marketers out there, the tough part about A/B testing is often finding the right test to drive the biggest impact — especially when you’re just getting started.

So, what’s the recipe for high-impact success?

Truthfully, there is no one-size-fits-all recipe. What works for one business won’t work for another — and vice versa.

But just because you can’t replicate the same test and expect the same result doesn’t mean you can’t get inspired by other companies’ tests.

In this post, let’s review seven excellent examples of how companies use A/B testing. While the same tests may not get you the same results, they can get you inspired to run creative tests of your own.

1. HubSpot’s Mobile Calls-to-Action

HubSpot uses several different calls-to-action in its blog posts. For instance, on this blog, you’ll notice anchor text in the introduction, a graphic CTA at the bottom, and a slide-in CTA when you scroll through the post.

However, on mobile, these CTAs might seem intrusive. That’s why HubSpot tested mobile CTAs.

Previous A/B tests revealed that HubSpot’s mobile audience was 44% more likely to click through to an offer landing page and 18% more likely to convert on the offer if all CTAs were stripped from blog posts and there was only one CTA bar at the bottom of the page with no ability to exit.

So, HubSpot decided to test different versions of the bottom-of-the-page CTA bar, using thank you page views as the primary metric and CTA clicks as the secondary metric.

HubSpot used four variants for this test.

For variant A, the control, the traditional placement of CTAs remained unchanged.

For variant B, the CTA had a maximize/minimize option so readers could dismiss the CTA. This could be accomplished by an up/down caret.

For variant C, the CTA had an X that would completely dismiss the CTA from the post. At this point, there would be no formal CTA on the blog.

HubSpot bottom of the page CTA with an exit option.

For variant D, the CTA had no X or minimize/maximize option.

HubSpot bottom of the page CTA bar.

Overall, variant B saw a 7.9% increase, variant C saw an 11.4% decrease, and variant D saw a 14.6% increase.

From those numbers, HubSpot was able to project that using variant D on mobile would lead to about 1,300 additional submissions each month.

2. Groove’s Landing Page Design

Every marketer will have to build a landing page at some point. But building a landing page that’ll convert is hard.

Groove experienced that first hand when the company learned one of its landing pages was only converting at 2.3%.

However, Groove wasn’t sure why the page wasn’t converting. To figure it out, its team went on a journey. They looked …read more

Source:: HubSpot Blog


Taking your social media advertising approach to all-new heights

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By Adam Torkildson

Building a flourishing career in social media advertising is incredibly rewarding. This is a field that has continuously gone from strength to strength in recent years. However, this is also a professional field that comes with its challenges. 

Of course, as a social media advertising professional, you are no doubt well aware of all these facts. It can be quite a challenge to always be improving when you feel like you have hit your peak in your career field for now. While this feeling of being stuck is more common than one might think, it is also important to understand that you can always improve. Always. 

It is likely that you will receive a lot of career advice for the field throughout your career, but most of it will be noise that is not necessarily worth listening to or taking on board. When it feels like you have hit your peak, how do you know how to take it to the next level? There are many ways to do this, but here are the three most consistently effective and overall successful ways to take your social media advertising approach to the next level and beyond as a professional in the field.

Take more courses to broaden your industry awareness

The power of being a social media professional is all in the details. You might think that you are well versed in the art of your industry – and you probably are, for when you graduated and entered the field. 

But when was the last time you took the time to take more courses to broaden your industry awareness? Industry-approved courses are a fantastic way to ensure that you are always improving your performance and becoming better than you were the day before at your job. 

Make it a point to stay on top of advertising trends

It is important that you do your homework on advertising trends across the board. What might be in and work really well one day, comes hand in hand with the chance that it will plummet and be entirely useless the next. Whether it is finding ways to optimise your presence in the landscape of the world wide web, or introducing new trends into your approach through careful practice and execution, the point is always the same: always do your research, and do it consistently. 

For example, as recently as 8 years ago promotional-style advertising was common and worked. Consumers became aware of this and ultimately learnt not to trust ads – they did not know whether it was blatant promotion or not. In 2020, subtlety is key. Case in point: look no further than the data privacy and cybersecurity industry, where building trust is paramount (and where trust can be easily broken).. Take Express VPN and Nord VPN, for example. The two VPN giants garner more attention, create more meaningful and engaging content, and ultimately receive higher conversions by being covered by a third-party unbiased review of their products. Compare this to pushing their products in consumer’s …read more

Source:: Social Media Explorer


Facebook’s New Search Ads Are a Boon to Sales Acceleration in 2020

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By Ryan Kh

Social media is vital to sales acceleration strategies these days. You need to keep up with the latest developments in social media marketing if you want to scale your sales.

Facebook has unveiled a major new feature last year, which is essential to sales acceleration. Brands can reach customers through search ads.

Facebook Search Ads Can Prove Invaluable to Sales Acceleration Strategies

Facebook always has been committed to improving results for its advertisers. Last December, the social networking giant announced a revolutionary new advertising product that would be welcomed by advertisers in many industries. They enabled advertisers to reach customers through search results.

The search ads were rolled out slowly at first. A select group of advertisers had access to the new feature a couple months after the announcement was made. Facebook gradually opened the option up to more advertisers this summer, before offering it to all advertisers in October. Although advertisers have not shared many details about the value of the new search ads yet, there are a lot of rumors that suggest that they can be very useful for sales acceleration strategies.

The new search ads are part of a major makeover to the Facebook advertising platform. While it was expanding the new search ad features, Facebook was also tapering back on the interest targeting options available to advertisers. This was a risky decision, because if they search ads were ineffective, the social networking site could have hollowed out its traditional advertising platform at the expense of new features that didn’t compensate for lost quality with ad delivery.

Those concerns appear to be misplaced. Although it is still too early to say for certain how the search ads will work, there is growing evidence that they provide excellent value for brands that rely on them.

How can the new search ads be used as part of a sales acceleration strategy? Advertisers can reach a more targeted audience and get better engagement with their ads. This suggests that they can get more sales from the same number of people using the Facebook ad platform.

There are a variety of ways that advertisers can generate sales with search ads. They might want to target users directly. There are a lot of great sales automation tools that make it easier for marketers to reach their customers. Some of them have been made specifically for social media marketing. You can find Facebook ads integrations that enable you to automatically capture emails with Facebook lead ads, automatically ad Facebook leads to Google spreadsheets and automatically subscribe new Facebook leads to MailChimp mailing lists. These types of features can streamline sales acceleration campaigns with Facebook marketing.

Criticism of search ads appears to be misplaced

Whenever a new marketing feature is released, experts are bound to speculate about it. Facebook search ads are no exception.

In July, WordStream published an article talking about them. They raised a couple of criticisms at the time:

5 Important Digital Marketing Tips for Your Small Business

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By Jacob Maslow

Having a digital marketing strategy is
essential if you want to stay competitive in your industry. But as a small
business owner, you have limited time. What can you do to differentiate
yourself in your space?

It All
Starts with the Website

You would be surprised at how many business
owners don’t include basic information on their websites such as a physical
address and phone number. You have to include this information if you want to
get found. These days, voice search has become more popular among smartphone
users. By including your business address, you give yourself and your business
a better chance of getting discovered by new customers.

According to Constant Contact’s blog, over 80 percent of
smartphone users regularly use their phones to do things such as learn about
businesses in their area. Paired with the fact that Google has started to
penalize websites for not optimizing their sites for phones, there’s no good
reason to have your corner of the Web be behind the times.


As a small business owner, you will want to
use local search directories to your advantage. The first directory you should
look to for help is Google My Business. Google My Business is 100 percent free.
When you use them, you’re giving you and your business a better chance of
people finding out about what you offer.

Content Marketing

By coming up with your own content marketing
strategy, you can potentially reach a lot more people than you could from just
putting up a website and taking a hands-off approach. One of the easiest ways
to differentiate yourself in your industry is by starting a blog. It’s one of
the simplest ways to establish yourself as an expert in your field of practice.

You might also think that your customers may
not want to deal with yet another marketing email in their inbox. But the right
kind of marketing emails can act as an effective strategy. You don’t have to
blast your customers with daily emails. Instead, a monthly email newsletter
with valuable offers and information will go a long way with your customers.

Social Media Your Friend

Another way to establish your expertise in
your field is to become active on social media. However, you won’t get the most
out of these channels if you only use them to teach. Instead, use social media
to be social. Use channels such as Instagram, Facebook, and Twitter to connect
with your fanbase. Do that enough times and you could soon find yourself with a
fanbase that is very interested in what you have to offer them.

Ask for
Online Reviews

Following this tip can be a scary endeavor.
After all, you don’t know what your customers are going to say. But the best
way to counter any negative reviews you get is to respond to them as soon as
possible. You’re not doing this as a defensive posture. You’re doing this to
rectify any mistakes you and your staff may have made. If you determine the
reviewer is just a troll starting trouble, then just concentrate on giving your
true-blue customers the best experience possible. That’s all you can do.

Creating a digital
marketing strategy
can act as a great way to reach even more
customers. Through using these tips …read more

Source:: Social Media Explorer


How to Gain Visibility When You Work Remotely, According to HubSpot Employees

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By Lauren Pope

When you land your first full-time remote job, you might be excited about the role’s flexibility, ability to work from home, and how it enables you to hold a position at a great company even when you aren’t close to its headquarters.

However, remote work comes with its own challenges. As a career-minded professional, you might also have fears related to being isolated or unseen. For example, you might ask yourself, “Am I missing something important?”, “Do people think I’m actually working?” or “Is it even possible to move up the ladder in a remote position?”

If you’re worried about your visibility, you’re not alone. A lack of visibility is a common hurdle that those in the remote workforce worry about. In fact, a 2018 survey from Indeed found that 37% of employees at companies that allow remote work believe that this work style hinders visibility.

At HubSpot, we’re pretty familiar with remote work culture: its benefits, and its pain points. In fact, we have a fleet of more than 200 remote HubSpotters who vary from entry-level to established leadership roles.

And while our company hosts a number of virtual events, annual in-person gatherings, and regular meetings to ensure that remote employees can make themselves known, not all companies have helpful remote work policies.

Regardless of whether your company has remote work policies or not, visibility is still crucial to your success.

So, how do you get yourself seen by stakeholders when you’re always behind a computer? To help you become more visible at your company, we talked to some of HubSpot’s established remote employees to get their most valuable tips.

How to Gain Visibility as a Remote Employee

1. Participate in interesting groups or projects outside of your daily role.

While helping with a project or joining a group that doesn’t directly impact your job might seem stressful at first, it can actually be fun and help you bond with colleagues you wouldn’t know otherwise.

“Making an effort to know someone, finding opportunities to participate, and being available to others has helped increase my visibility at HubSpot,” says Tina Aita, a senior customer support specialist.

Aita adds, “Volunteering as an editor and contributor for the User blog, creating internal company posts, and working with our technical writers to improve our knowledge base articles has allowed me to connect with other departments and have some one-on-one time with those in other roles such as product experts and managers.”

2. Schedule one-on-one video calls with colleagues.

When remote, you can’t get to know colleagues who sit next to you like you can in an office. This is why many of the remote employees I spoke to encourage setting up a one-on-one video call or a virtual lunch to get to connect with their coworkers.

“During my first few weeks at HubSpot as a net-new remote employee, I invited most team members to virtual lunch,” says Kate Reed, a senior customer success manager from New Orleans.

“I …read more

Source:: HubSpot Blog


How to Repurpose Content Into a Podcast, According to HubSpot's Podcast Expert

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By (Sam Balter)

2019 will be remembered as a Teutonic shift in the world of podcasting.

Nowadays, over 51% of the United States have listened to at least one podcast.

Additionally, in 2019, over $650M was spent on podcast advertising, and Spotify, Google, and VC’s are now investing hundreds of millions into podcasting.

All of this money and attention has lots of readers asking how their brand can take advantage of the audio boom by starting their own podcast.

In many ways, it’s a lot easier for folks who subscribe to the philosophy of Inbound Marketing to start a podcast because you’re likely to have lots of existing content. In this post, we want to help marketers leverage their existing content and turn it into a branded podcast.

But first — when does it even make sense to convert your content into a podcast, and when should you hold off?

When does it make sense to convert content into a podcast?

If you’re looking to leverage existing content you ultimately have two main channels to focus on — video, or your blog.

The first thing you need to do is audit your existing content to get a sense for your most popular topics. At this point, don’t worry about whether the content format should be blog posts, videos, ebooks, or social posts. Instead, just focus on what topics and content are resonating the most with your audience.

Once you’ve identified a few core topics that are most relevant to your brand, you’ll have an easier time brainstorming podcast show ideas.

Additionally, this is obvious but needs to be said — a podcast is more than one episode. When thinking about starting a podcast from scratch or using existing content, you need to have enough content to justify multiple episodes. If you’re struggling to think of more than 2-3 episodes, it’s likely the content is too narrow.

A branded podcast can either be a limited run season, or ongoing where episodes are released regularly in perpetuity. Seasonal shows work well when you have a limited amount of content around a certain topic. Ongoing shows, on the other hand, tend to be easier to produce when you have an endless stream of updates, such as news or reviews.

One method isn’t necessarily better than another — you should select seasonal or ongoing based on the goals of your podcast and the type of content you produce.

How to Convert Video Content into a Podcast

Here at HubSpot, we have an enormous library of video content but only a small portion of it works for converting into a podcast. Here’s what excludes our video content from becoming a podcast:

  1. Bad Audio: Hands down the number one biggest issue for converting video content into a podcast. Sometimes videos are recorded with lapel mics that pick up lots of t-shirt scratches, and can sometimes make people sound like they’re recording from a fishbowl.
  2. Referencing Visuals: Often explainer videos, …read more

    Source:: HubSpot Blog


Break Free B2B Series: Ben Wallace on the ‘Triple Bottom Line’ in B2B Marketing

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By Nick Nelson

Break Free B2B Interview with Ben Wallace

Break Free B2B Interview with Ben Wallace

How does the air we breathe affect the work we produce?

It’s not a question I’d pondered very frequently, until I had the opportunity to chat with Ben Wallace for the latest episode of Break Free B2B. But it’s one of many considerations that came to light during his illuminating interview with TopRank Marketing President Susan Misukanis and myself.

As CEO of Link Positive, a clean-energy business development service, and co-founder of soon-to-launch energy optimization implementation startup Minify Energy, Ben consults companies about energy efficiencies, reducing environmental footprint, and creating a more comfortable workspace. As he explains, there are business and marketing implications that go well beyond what is apparent on the surface.

To illustrate this, he urges a focus on the “Triple Bottom Line”: Planet, Productivity, Profit. All three are intertwined, and they are critical to the way B2B organizations present themselves and succeed in the marketplace today and in the critical years ahead, factoring climate change and the values of new generations defining the workforce.

[bctt tweet=”Planet, Productivity, Profit: These components make up the Triple Bottom Line, according to @BenWallace. #BreakFreeB2B #SustainableBusiness” username=”toprank”]

In our wide-ranging conversation with him, Ben explores sustainability from many angles, including how it functions as a marketing tool, practical ways to make improvements, the concrete effects on employees, and what the future holds.

Break Free B2B Interview with Ben Wallace

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

  • 1:31 – Following in his father’s footsteps
  • 3:27 – Moving from consumer goods to B2B 
  • 10:50 – Shifting to building management 
  • 12:11 – The influence of air quality on cognitive ability
  • 16:56 – Equipping old building to meet new environmental challenges
  • 22:27 – Influencing employee health when you don’t own the building
  • 26:00 – The value of green buildings
  • 28:45 – The ultimate in user-centric building design
  • 29:55 – Sustainability as a marketing tool
  • 32:55 – The role of compliance programs in sustainability
  • 34:20 – Focusing on sustainability as a corporate value
  • 37:13 – Have we lost the war against climate change?
  • 42:19 – Does your company need a sustainability audit? 

Susan: Ben, could you talk a little bit about an “aha” moment which made you think you could help make workplaces more healthy environments? 

Ben: The vast majority of buildings out there don’t have smart sensing and controls in them—about 15 to 20% of the buildings have smart controls, and it’s mostly the class …read more

Source:: Top Rank Blog


Social Networking and The Benefits For Your Business

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By Jacob Maslow

Social media is proving to be one of the most cost-effective mediums in advertising today. In the last decade, the percentage of users in America has grown. Ten years ago, approximately 20% of the American population was using social media.  In 2019 almost 80% of Americans use platforms like Facebook and Twitter. 

Using these platforms to advertise your business allows you to increase your brand awareness. Social media networking is one of the fastest-growing applications in the world.

The Benefits

The benefits of social media are enormous. More companies are switching to online campaigns. It takes less time to create online campaigns, but the results are incredible. Digital marketing is generating massive exposure for their brands.

Companies like BrokerLink can reach out to a broader target audience by using various multimedia platforms.

Create More Incoming Traffic

By using traditional advertising methods, your business will be restricted to your regular customer base. Using social media immediately widens your reach. Reach potential customers that you would not regularly connect with.

Stay Connected

The various social networking sites allow you to communicate more efficiently and more effectively with your customers. Customers will speak out regarding your products, and in turn, you have a voice to communicate directly with your customer.

By acknowledging each comment, you are showing your customers that you are listening. Most successful companies show both the positive and negative comments that they receive. This level of transparency proves to the customer that there is a human element involved.

Customers trust this more when a company can show both sides. At the same time, the communication is out there for everyone to see.

Create New Synergies and Partnerships

By connecting with key influencers through social media, you gain a lot of value for your brand online. This creates new business opportunities. Backlinks set up by digital companies help you to team up or piggy bank on similar products so that when someone is searching, your business appears.

Keep Track of Competitors

By monitoring competitors online presence, you can keep your finger on the pulse. Stay connected and see what campaigns and exclusive offers competitors are offering to the market. This way you can stay ahead of the game.


It’s no secret that almost everyone who’s someone uses social media in some way. Whether it’s Facebook, Instagram, or Twitter; you are practically guaranteed to get your message to the world. You shouldn’t ignore this key aspect of your online presence.

The post Social Networking and The Benefits For Your Business appeared first on Social Media Explorer.

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Source:: Social Media Explorer


Audience Targeting: What It Is and Why You Need It

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By Kayla Carmicheal

Netflix is a Joke homepage

Do you ever feel like your favorite companies just get you sometimes?

For instance, I really enjoy how Netflix has different Twitter and Instagram accounts dedicated to their popular categories like Netflix Is A Joke (Comedy) and Strong Black Lead (African American audiences).

Netflix’s comedy account is my favorite — it incorporates memes and updates about new stand-up specials, comedy series, and employs user-generated content (UGC) to engage with Netflix followers. And I think it’s hilarious.

These social media accounts demonstrate that Netflix knows its audiences to the point where they can target them based on themes and market accordingly.

Ultimately, it’s a fantastic way to integrate audience targeting in social media and engage their micro-audiences.

Here, let’s explore what audience targeting is, and how you can use it in your own marketing strategy.

What is audience targeting?

Audience targeting is the method of separating consumers into segments based on interests or demographic data. Marketers should use audience targeting to formulate campaigns that will align directly with their consumers’ lifestyles.

Helpful demographics to consider would be age, average income, interests, location, and gender. Other considerations that can be helpful are psychographics — values and motivations that impact a consumer’s buyer’s journey.

To reach the right people for lead generation, you can use audience targeting, which ensures you’re using your marketing resources and time in the right places, and for the right people.

Another benefit? You won’t have to waste ad spend on audiences that won’t deliver high ROI.

When segmenting your audience, think of the type of audience you want to reach for a particular campaign or product, and which demographics you need to focus on.

Initially, you’ll want to refer to your existing buyer persona(s). However, it’s important to note that your existing buyer personas aren’t always the same as the audience you’re trying to target for a specific campaign or product.

For instance, think about the possible buyer persona of one of your favorite companies. For the sake of this example, let’s use LinkedIn. Their buyer persona is probably a professional adult, aged 22-40, looking to expand their network and advance their career.

Now that you know a bit more about audience targeting, let’s dive into a couple more tips to keep in mind.

Audience Targeting Tips

1. Look at your analytics to learn more about your target audience(s).

Did you know that Google Analytics has a section that lets you know the interests of your website visitors? This section breaks down what your users are into by category. For instance, it can tell you whether your audience is made up of travel buffs, cooking enthusiasts, or music lovers.

Once you’ve explored your analytics, you can tailor your content for specific demographics. For instance, you might notice a large majority of your core website visitors are music lovers — can you bake the concept of music into some of your marketing materials, even if your product or service is …read more

Source:: HubSpot Blog


TikTok courts publishers with a dedicated team and content ideas

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By Deanna Ting

TikTok is taking steps to help publishers make money off its platform.

Over the past year, the short-form video app has charmed creators, agencies and publishers, with media companies like NBC, ESPN and Group Nine all experimenting on the platform. Next up the company is trying to figure out how its platform can be monetized for publishers’ use, something TikTok says it is working on but hasn’t formally debuted just yet.  

TikTok set up in 2019 a content partnerships team that works directly with hundreds of media publishers to assist them with growing their respective TikTok audiences. Soon that team will also help publishers make money from the platform by enabling them to place branded content on it.

One publisher that often works with TikTok’s content team, Complex, is seeking more branded content opportunities on the platform, especially as it dives deeper into e-commerce. Complex recently opened its own online store to sell sneakers, hoodies and other items. And it is hoping to find ways to work with advertising partners on branded content to showcase on its TikTok accounts — as well as options to advertise or even sell its own merchandise there, said Complex’s director of social media Arman Walia.

“These publishers have sophisticated sales forces and great relationships with brands, and they talk to them almost daily about content they can create across various channels,” said Bryan Thoenson, who leads content partnerships for TikTok.

A TikTok creator marketplace, originally intended just for influencers, is now open for use by publishers that want to work directly with marketers on branded content options.

TikTok is also trying to make it easier for its users to discover content from publishers and creators. On Sunday the Financial Times reported that TikTok is exploring the development of a brand-safe curated content feed in an attempt to attract more top-tier advertisers. That feature could potentially follow the footsteps taken by Snapchat with its Discover tab, where editorial content and original programming from publishers are featured, with Snapchat splitting the ad revenues with them.

Thoenson would not comment on the report about a possible TikTok curated content feed but said his company is “constantly looking to innovate the way that the platform aids in discovery.”

In addition to finding or developing ways for publishers to monetize their use of TikTok’s platform, Thoenson’s team is also helping media companies grow their audiences by providing them weekly insight reports about trending hashtags and what works (or doesn’t).

Today Complex has more than 2.2 million followers of its main TikTok account, having amassed 1 million followers within three months of initially signing up for one in June 2019. At first, it was a “struggle” for Complex to figure out how to approach posting content on TikTok because of a lack of resources, said Walia, who added that Complex now has a social media staffer dedicated to TikTok work and that makes the process go easier. And gaining a better understanding of what drives virality on TikTok has helped, too. “You’d see stuff …read more

Source:: Digiday


The Rundown: Seeds of discontent in the workplace

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By Brian Morrissey

Recently, an exasperated top media executive asked me a question: “What is a progressive media company to do to keep their people happy?” He ticked through the various programs the company had in place, its strong culture, comparatively good pay. It is a discussion that plays out in most conversations with top execs. No matter where the starting point, conversations tend to veer to issues that make up the wild world of the modern work experience.

For years, these issues — entitled and flaky employees, infantilized work cultures (thanks Google), constant pestering for unearned promotions — were best filed under “WTF millennial.” Now, however, it’s clear that the changed nature of work and the office is more than yet another skirmish in the rolling generational wars. For starters, millennials aren’t new to the workforce, they’re your boss. The oldest millennials are now 38. Instead, younger workers have caused a reexamination of the place of work in a fulfilled life. There is a broad rejection of many aspects of work that were taken for granted for too long.

On the surface, this is a strange time for a bottom-up revolt. Few people would have predicted the revival of unions in media a decade ago. In the time since the financial crisis, the economy has shed many jobs in certain sectors — manufacturing, apparel, media — but it has added many more. The U.S. economy is at functionally negative unemployment. There are more jobs than people to fill them. The U.S. gross domestic product has expanded for over a decade. And yet there is roiling discontent. This baffles many bosses. 

What I told the exasperated exec over coffee is that, in my view, companies are being held accountable not just for their own shortcomings but the overall failures of an economic system that is patently out of whack. Younger people have simply felt the brunt of it more. They are graduating from college with a total of $1.6 trillion of outstanding student loan debt. Home ownership in many cities is an absurd fantasy. Yes, the S&P 500 is up 27% this year. That’s great for the half of Americans who own stock, but a junior employee struggling to pay rent doesn’t.

Companies themselves bear their fair share of the blame. Corporate profits have expanded to high levels. The 2017 tax cuts for companies expanded these even further. Some companies used the extra cash to pay down debt, some to pay dividends to shareholders or enact tax buybacks, few passed the extra cash in a meaningful way to workers. Too many workplaces have focused on “culture” in ways that are wearing thin for stretched employees. Endless activities can make the modern office feel like summer camp. The free snacks, outings and team building exercises are nice-to-haves, but they don’t make up for rising health care costs that are passed on to workers. Oh, and workers are onto the open-office scam being about saving costs, not …read more

Source:: Digiday


Will Social Media Die? 5 Signs of Social Media’s Future

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By Adam Torkildson

There’s no doubt that social media marketing has long since been a favorite channel of Internet marketing professionals worldwide.

When social media platforms initially started coming out, many people decried it as a temporary fad that would pass with time. That raises the question: will social media die in the near future? Is 2020 finally the year that these original naysayers will be proven right in their skepticism?

The short answer is simple: absolutely not! Social media is here to stay.

However, there’s no doubting the fact that social media platforms are continually evolving. Social media is hardly recognizable compared to what it was when Myspace came out so many years ago.

To help you stay on top of these constant changes, we’ve collected a list of five trends that social media is moving towards in 2020.

1. Banner Blindness

As advertising continues to pervade all aspects of social media platforms, one thing becomes abundantly clear: the end user is wising up. They are becoming more and more desensitized to ads. Fewer and fewer ads get clicked every day. The natural consequence of this is that businesses have to rethink their social media strategy.

2. Influencers Everywhere

One of the ways that one can rethink his or her social media strategy is to start leveraging influencer marketing. People love to follow social media influencers, i.e. those people with massive, almost cult-like fan followings. Leverage sponsored posts on these influencer profiles in order to connect with your audience in an age when the standard advertising schemes simply aren’t cutting it.

To keep generating traffic from organic methods, it might be time to look outside social media to SEO. Consider hiring an SEO Company that knows what it’s doing.

3. Political Content

Many social media platforms have taken a strong stance against the pervasiveness of fake news in its platform, but there’s no way of keeping all political content out of social media. Expect to see political figures use social media all the more in 2020 as the Internet continues to break down communication barriers between the general public and state leaders.

4. Video is the Future

Now that most folks have access to high-speed Internet connections, video is becoming the preferred format that people consume content, even on social media. Take, for instance, social platforms like Tik Tok and Vine, both of which are or were completely video-based.

5. Mobile-Focused Social Platforms

Last but not least, expect even more social platforms to focus on their mobile experience. Snapchat and Tik Tok, for instance, only have mobile apps — you can’t access the platform without downloading the app.

Will Social Media Die in 2020? Certainly Not

So the answer to the question of will social media die in 2020 is a simple no. However, as we have seen in this article, social media marketing is continually evolving and your marketing strategy must evolve alongside it in order to stay relevant.

For more business advice, be sure to check out the rest of the articles on the website!

The post Will Social Media Die? 5 Signs …read more

Source:: Social Media Explorer


How to Delete Twitter Likes in Bulk

Home » Archive by Category "Digital Marketing"

By Adam Torkildson

It might sound strange but yes, it’s possible to delete Twitter likes no matter how many or how old they are. With Circleboom, an advanced Twitter tool, you can delete Twitter likes at once in a click.

With Circleboom, you can look at each of your Twitter likes, add filters and delete only those likes that you want to. The process to delete likes is quite simple as Circleboom has a clean and easy-to-use interface that allows you to perform Twitter actions.

In this article, we will look at how you can easily delete old tweet likes with Circleboom in seconds.

Delete All Twitter Likes:

With one click, you can delete your last 3,200 likes on Twitter. As Twitter’s API gives access to just the last 3,200 tweets, you can only delete likes from the last 3,200 tweets that you have liked.

To delete all Twitter likes at once, follow these steps:

  • Login to the Circleboom app and authenticate your Twitter account. Once logged in, you can access the Circleboom dashboard.
  • Go to “My Tweets” -> “Unlike” to unlike old tweets.
  • Circleboom will list all your liked tweets here. Click on “Unlike all” to, unlike all tweets.

With steps as easy as above, you can delete all Twitter likes. If you don’t want to delete all Twitter likes, but selectively unlike, you can follow the steps below.

Selectively Delete Twitter Likes:

There is a good probability that you would want to delete Twitter likes of a particular person rather than all. Or you want to only unlike tweets with certain keywords or hashtags. If such is the case, with Circleboom, you can bulk unlike tweets that have common characteristics. 

To bulk delete Twitter likes, follow these steps: 

  • From the Circleboom dashboard, go to “My Tweets” -> “Unlike”
  • Use the grid power search to search for tweets by keywords, hashtags, location, language, tweets, and date. For example, if you only want to delete likes of 2018, just type 2018 in the grid power search.
  • Once you have the result, click on the checkbox at the top to select all.
  • Click on the red tab “Unlike Selected” at the top left to, unlike all selected tweets. All your tweets matching your search criteria will be unliked.

Simple, fast, efficient, and cheap:

Deleting your old Twitter bulk likes is a simple process with Circleboom. By just logging in, you can quickly delete your old tweets either in bulk or selectively. Along with deleting Twitter likes, Circleboom also has features to bulk delete tweets and retweets. You can upload your Twitter archive to delete all your old tweets too.

You can access all the features of Circleboom with their paid plan that starts at $7.99 per month. With their free plan, you can unlike 200 tweets, hence, if you want to find very specific tweets and unlike, you can do so with Circleboom’s free plan. Learn more about the plans and pricing here.

If you have any questions regarding bulk unliking using Circleboom, you can refer to their help section, blogs, …read more

Source:: Social Media Explorer


The Two Imperatives of Tracking Keyword Ranking

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By Adam Torkildson

“If You Don’t Know the User Intent Behind the Keywords, You’re Optimizing for Then You’re Doing It Wrong. Also, If You Are Optimizing for Keywords vs the Needs of the User Then You’re Doing It Wrong.” – Jordan Kasteler

Search Engine Optimization (SEO) is made up of several elements. And each aspect plays both an individual role in driving traffic to the brand’s target audience, and it plays a role in supporting the collective digital marketing efforts. These individual elements are summarised into two major categories: On-Page SEO and Off-Page SEO.

Succinctly stated, On-Page SEO deals with the optimization of the brand’s web copy, web page structure and design, and the site’s User Interface (UI) and Usability (UX). All these aspects impact whether or not the visitor to the site responds to the site’s CTA (call-to-action). As an aside, the CTA is designed to convert the visitor into a returning customer.

Additionally, Off-Page SEO concerns itself with all of the digital marketing efforts that not directly linked to the brand’s website development and maintenance.

It includes elements like social media marketing, content marketing, and video marketing. And, it’s main aim is to drive the brand’s visibility to the top of the Search Engine Results Page (SERP). The brand’s goal is to feature in the top three-pack on the SERP for all the related keywords, both short and long-tailed keywords.

The importance of tracking keyword rankings

The essence of the Google search is to find brands and products that are associated with a specific keyword or keyword phrase. For example, if I’m a consumer and would like to buy a new pair of sunglasses, all I need do is google “sunglasses” and the search engine will return all the brands that are linked to the search word or phrase.

Thus, it stands to reason that brand marketers place a high priority on associating their brands and products with related keywords and keyword phrases. And, it is equally important to use strategies like content marketing to ensure that when a consumer searches for the brand on Google, or one of the other search engines, that the search engine returns the brand, product name and a linking URL to the product’s web page in the top three-pack on the SERP.

Ways to keep track of your brand’s keyword rankings

Now that we have established the rationale behind the value of tracking and managing your brand’s keyword rankings, let’s look at a few simple ways to track the essential keywords.

Work with a professional keyword rank manager

In order to ensure reliable statistics, it’s worth engaging with professional agencies like SERPreme. It is possible to manage and track your brand’s keyword ranking progress yourself. However, there is also merit in hiring specialists to perform their individual function; rather than trying to do everything yourself.

Design a comprehensive keyword growth strategy

An essential part of your brand’s keyword management strategy is to continually increase the number and length of keyword phrases associated with your brand. This will …read more

Source:: Social Media Explorer


The 6 Stages of the Product Life Cycle

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By Rebecca White

Infographic detailing the product life cycle stages.

When I was 12 years old, I used to look through my older cousin’s CD collection, a little confused.

I didn’t understand the need to have CDs when I could go on my iTunes and listen to all my favorite songs. Then, when I was in middle school, I got my first hand-me-down iPod shuffle.

This is a great example of the product life cycle (PLC) in action. CDs were in the decline stage while the iPod was in the growth stage – more on the stages below.

Overall, the concept of the product life cycle is to help businesses make decisions on how to mature and grow in the marketplace.

As marketers, it’s important to understand how your marketing tactics and strategies will change depending on the stage your company is in.

For example, a brand new product will market differently than a well-established, mature product. On the one hand, the marketing will focus on raising awareness and on the other it’ll focus on maintaining awareness.

Below, let’s review the product life cycle — from learning about what it is, what the stages are, and looking at real-life examples.

1. Development

The development stage of the product life cycle is the research phase before a product is introduced to the marketplace. This is when companies bring in investors, develop prototypes, test product effectiveness, and strategize their launch. Due to the nature of this stage, companies spend a lot of money without bringing in any revenue because the product isn’t being sold yet.

This stage can last for a long time, depending on the complexity of the product, how new it is, and the competition. For a completely new product, the development stage is hard because the first pioneer of a product is usually not as successful as later iterations.

2. Introduction

The introduction stage is when a product is first launched in the marketplace. This is when marketing teams begin building product awareness and reaching out to potential customers. Typically, when a product is introduced, sales are low and demand builds slowly.

Usually, this phase is focused on advertising and marketing campaigns. Companies build their brand, work on testing distribution channels, and try to educate potential customers about the product. If those tactics are successful, the product goes into the next stage — growth.

3. Growth

During the growth stage, consumers have accepted the product in the market and customers are beginning to truly buy-in. That means demand and profits are growing, hopefully at a steadily rapid pace.

The growth stage is when the market for the product is expanding and competition begins developing. Potential competitors see success and want in. During this phase, marketing campaigns often shift from getting customers to buy-in to the product to establishing a brand presence so consumers choose them over developing competitors.

Additionally, as companies grow, they’ll begin to open new distributions channels and add more features and support services.

4. Maturity

The maturity stage is when the sales …read more

Source:: HubSpot Blog