How can you adjust the local search accurately? How to attract more of your social network followers to your site? Is the combination of memes and brand marketing risky for brands? Pinterest released the information regarding testing some new product label features on the app, a newsletter focused on local news as a new business model for local newspapers, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.
- A vast majority of companies are still using the local search techniques of 10 years of antiquity. However, there are a lot of differences between addressing local search a decade ago and optimizing local search now. So, how does local SEO look like now? Read more in our article.
- Pinterest released the information to the Search Engine Journal regarding testing some new product label features on the app. Want to know more about it? Check out our digest.
- Andrew saw a small niche without much competition and devoted a year of ads and about $200k to creating the audience he desired. If you are thinking about following in Andrew’s footsteps, this is the time to plug in our free email deliverability guide. See more information in our article.
- Nothing is worse than a bad meme. However, if you still want to start memeing it up for your next campaign, pay attention to the pieces of advice below. They will be helpful!
- Want to know how to boost traffic to your website? Are you curious about how to attract more of your social network followers to your site? Check out the infographic, where our team shares 6 ways to bring more traffic to your website.
1. What does local SEO look like in 2020?
It’s 2020, but as of 2010 most companies still use local search techniques. But what has changed in that time? David Mihm takes us in this blog post through the key discrepancies between addressing local search a decade ago and optimizing local search now.
So how can you adjust the local search correctly?
+ Traditional references are irrelevant: Many organizations continue to pay horizontal Internet Yellow Pages directories for references. This will no longer help you rank on Google.
What works? Vertical site references – using Yelp and Facebook for example is going to be a lot more effective in the way that you will attract more users to your company!
+ Engagement to your Google My Business (GMB) listing isn’t a ranking factor. Even though engagement will become extremely relevant, it will take years before Google begins using it as a ranking factor, according to David Mihm.
What does help your ranking, then? Links and Reviews will make Google identify your company as a legitimate business.
+ Your website content and traditional organic signals are still necessary. Though, conversions are increasingly occurring on the SERP, within GMB and ad groups.
Google continues to incorporate more features into GMB, which will give users fewer reasons for visiting your site. It’s time to optimize for the reality of local search!
2. Pinterest tests out some product label features.
Nowadays, everyone is becoming keener and keener on the e-commerce express, and even Pinterest released the information to the Search Engine Journal regarding testing some new product label features on the app. Here’s the summary:
· Labels, including ‘popular’ and ‘best seller’, are being tested on product pins. While the features are currently being tested with select users, a public launch would help brands to capitalize on Pinterest’s success.
· Product ratings are also on the way. Pinterest is planning to add product ratings to product listings as well as the shipping information, which would lead to more sales.
· Shopping recommendations are getting a facelift. The segment ‘Shopping Spotlights’ is scheduled for an upgrade. This will allow the publishers and influencers to add longer product descriptions and posts about products.
Even though these changes are relatively big for Pinterest, with an almost unprecedented increase in e-commerce revenue this year, it is expected to insert changes as soon as possible to make it easier to shop online.
3. Growing a unique type of newsletter to more than 40K subscribers in one year.
A newsletter focused on local news is a new business model for local newspapers. The case study about service allowing residents to receive news updates was written yesterday by Andrew Wilkinson a few days ago.
We might be a bit partial here, but that’s an idea that could be implemented almost anywhere in the world. Let’s take a look at it:
- Andrew discovered in 2019 that local news in his town – Victoria, Canada – could use a certain amount of work. So, he hired a journalist and offered a short overview in a newsletter, about what’s going on in Victoria daily.
- The newsletter was a quick, insightful read that you could get through over a coffee. The daily mail’s newsletter reached 40k subscribers in just about a year, which is more than 10 percent of the population of Victoria!
- Brands are lining up for a spot to advertise. Andrew’s newsletter is now larger than conventional local media and is a go-to source for Victoria residents. He has a line of sponsors out the door, as you might imagine.
But what’s the price of fame? In total Andrew has spent about $200k on Facebook ads, $60k on recruiting a journalist, and $50 on Mailchimp, and now he’s running the city’s largest daily news. Sounds impressive!
Andrew saw a small niche without much competition and devoted a year of ads and about $200k to creating the audience he desired. If you are thinking about following in Andrew’s footsteps, this is the time to plug in our free email deliverability guide.
4. Be careful with memes, marketers!
Brand marketing and memes are something that is no match, it’s just not meant to be together.
Memes are great for brand marketing, but can be risky for brands, experts say. In the light of Budweiser looking for a CMO, which stands for a chief memes officer, an article about why it can be risky for brands and what marketing experts have to say about the cooperation of marketing and memes was published.
The main points are:
- Most brands don’t understand meme culture well enough to succeed in it.
Kuba Kierlanczyk, director of insights and strategy at Kelton, says “memes are a different language than brands are used to”, so maybe if you are not confident enough in running a meme campaign, you should not.
- While making memes for a brand, make sure they feel like memes – not ads. Remember to not be over diligent when trying to fit in, people are thoroughly picky about memes. Make sure yours don’t look like ads!
- Memes can be successful, sometimes. For instance, Slim Jim’s Instagram account has grown from 5k to 1.1M in a few years.
Nothing is worse than a bad meme. However, if you still want to start memeing it up for your next campaign, pay attention to these pieces of advice. They will be helpful!
5. 6 Free Ways to Get More Social Media Traffic to Your Website in 2020 [Infographic].
Want to know how to boost traffic to your website? Are you curious about how to attract more of your social network followers to your site?
In this infographic, our team shares 6 ways to bring more traffic to your website.
Here’s a short brief:
- Add links to social bookmarking sites
- Add calls-to-action on links you share
- Use pinned posts on social media networks
- Make your social media cover images calls-to-actions
- Answer questions on social Q&A sites
- Have employees share content on their social channels
Take a look at the infographic for more detail.