Weekly Marketing Insights and News Digest (23-29 November)

rgray weekly marketing insight and news digest 2311-2911

How to set a Christmas tree e-commerce company? New Search updates from Google, tips on writing content that performs from one of the influencers in the content marketing space, Facebook trends to increase in 2021, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.

  • Take a look at the quick overview of the upgrades from Google, that made the Search better at understanding context and intent, in our digest below.
  • A Christmas tree e-commerce company, that managed to rake £15k in one week. How is that possible and what are the store’s ambitions? Read more in our article below, where the founder of the company shares some thoughts and instructions.
  • Learn the top five pieces of advice for creating the best content from the co-founder of Moz and SparkToro in our weekly digest below. 
  • Want to know more about the predicted Facebook trends in 2021 that will help to enhance your marketing approach? Check out the infographic our team shared below that will help you out.

1. New Search improvements from Google

New Search improvements from Google

On the 25th of November, Google posted two updates that definitely made the site owners excited. So, here is the quick overview of what happened:

  • Crawl data gets a big upgrade in Google Search Console: now, you are able to see grouped crawl data, more detailed information about the error, etc.
  • Search gets conversational. During the last year, Google was enhancing the search engine’s understanding of context. The company tells about how Search is better at knowing what people are searching for now – and how useful it is for this season.

Despite the mentioned above advantages, comes the better language processing models.

To sum up, Search is becoming better and better at understanding context and intent, which makes the quality of your content more valuable than ever before.

2. £15k/week dropshipping Christmas trees

£15k/week dropshipping Christmas trees

Mark Rofe, a digital marketer working at the safe and dignified agency job decided to make a steep career change. He set a Christmas tree e-commerce company, which despite the large amount of disapprovals and disbeliefs managed to rake £30k by November 19th.

The most shocking is the fact that the 50% of that sum was gained last week (12th to 19th). The store is planning to make £100k by the end of its first year of existence. We shared the main points of the Mark’s interview, where he was glad to share his experience about his newly established E-commerce enterprise. Here come some of his thoughts and instructions:

+ The domain’s significance: Mark paid £1600 on purchasing ChristmasTrees.co.uk. Even though it may seem quite a large price, he emphasized that this expense will definitely bring benefits on the SEO and PPC aspects.

“My AdWords quality scores are all 10, it feels authoritative for people coming to the site.”

+ Concentrate on what you can already do: Google search campaigns turned out to be the largest source of revenue for the company. Mark stressed his attention here because he’s been copying with Google Ads already, thus it was the simpler way.

His tips for Google Ads? Don’t aim straight up to a large volume: begin broadly and focus on inefficiencies, especially if you want to earn from the start.

What Mark noticed is that he began to bid very high to be at the very top, and he discovered that even with a lower bid, he could still be above organic search volume.

Then, he began to cut the keywords that did not lead to a lot of sales.

+ How to get social proof if you have no customers? The answer is – PR. Mark initiated three different PR campaigns, and the most effective was a report about the expenses on the Christmas lights and decorations spent around the UK (Note! The topic is not directly about a Christmas trees).

The following activities gave him a possibility to be mentioned in magazines like The Sun, Woman and Home, and The Express.

Finally, to maximize the conversion rate, he placed the logos of these editorials on his site.

If you want to know more about the conversion rates tailored for SEO, cross-selling, and future plans check out the full interview with Mark.

3. The five keys to writing content that performs

Rand Fishkin, as a co-founder of Moz and SparkToro, has developed a strong social media following. However, nobody is insured from poor content performing, and this is what has recently occurred to Rand. He shared 5 blog posts the week earlier and no change in traffic for his site.

Rand Fishkin, as a co-founder of Moz and SparkToro, has developed a strong social media following

So, let’s take a look at what has actually occurred and five main things to do before writing content:

+ Some of the primary factors that hindered Rand’s content were lack of focus, no targeted keywords, and boring titles. The analysis would be excellent, but it wasn’t in shareable format that works so well for viral content nowadays.

+ Rand’s five pieces of advice for creating the best content:

  • Focus on a single audience and try writing with one person in mind.
  • Come up with a catchy title, like the ones you come across on Twitter.
  • Establish a proper visual that encapsulates the message of the post or teases the content in there.
  • Focus on one important topic: break it in many single-focus posts, if there’s more than one topic.
  • When you’re writing the title, manage to do a two minutes of keyword research to find a phrase or two that could win some search clicks.

4. 10 Facebook trends you need to know in 2021 [Infographic]

If you are searching for the most forecasted Facebook trends to increase in 2021 and some ways to boost your marketing approach on Facebook, our team shared an infographic that will satisfy your curiosity.

Take a look at the overview of the main points:

  • Facebook Live back in favor
  • The AR ecosystem on Facebook
  • Facebook video marketing to grow
  • Private, interest-driven communities
  • Include online shopping experiences
  • Facebook News Feed ads format remains king
  • Chatbots potential
  • More support for small businesses
  • User-generated content
  • Hashtags usage to improve reach

See more details in the infographic below:

10 Facebook trends you need to know in 2021