Home » Uncategorized

Uncategorized

social-media-influencer-on-phone

Every time you scroll through Facebook or Instagram, it seems like there’s a friend or acquaintance talking about a product they love, a new service they’re trying out, or the freshest restaurant they can’t wait to try. This is what word of mouth looks like in the digital age! You have to admit that the posts catch your attention! And if a new restaurant in the area is good enough for Barb from work, it’s good enough for you, right?

That’s the whole idea behind local influencer marketing—that if something is good enough for the social media influencer from one town over, it should be good enough for everyone else in the area. And if they can trust a brand, so can we!

Utilizing local influencers to spread the word about your product or service could be the key to reaching new audiences and connecting with the right people.

What is a Local Influencer?

Similar to an influencer, a local influencer is someone within a particular region, state or city who has a large following on their platform. A local influencer could be a blogger, social media personality, faithful Yelp reviewer or anyone else who has the power to influence a group of people. 

Why are Local Influencers Important?

According to Google, “70% of teenage YouTube audiences are influenced more by YouTubers than most big-name celebrities.” While this stat doesn’t apply specifically to local influencers, it does show that people (especially those from the latest generation) are more likely to connect with people who are like them, people who they can connect to, people who are their own age—even above celebrities! 

For example, if you’re selling a product for kids, you’re likely to reach new moms by working with a local influencer who is also a mom, particularly a mom who does product reviews or has a large mom following. Other moms are more likely to use a product once they’ve heard from other moms they trust that it’s a good product.

In addition to the trust factor that local influencers help establish, they also help drum up more excitement over a product or service and a feeling of “I need to have that, too!” According to Understanding eCommerce, “81% of consumers are known to frequently buy the items they’ve seen being shared on social media.” 

When you start to see a bunch of people posting pictures in your Instagram feed of the same product, you start to wonder what all the fuss is about and wonder if you should check it out, too. That’s another big idea behind local influencer marketing—that you should try to get your brand surfaced as much as possible, which happens largely by sharing content on social media.

How Can I Find Local Influencers?

Listen on Social Media

Reviews are strongest when they’re coming from someone who truly believes what they’re saying, so look for people who are already talking about your brand. A quick search on any social media channel for people who have mentioned your brand can be a good starting place to find someone who can act as a brand ambassador. 

Tools such as Hootsuite can help you monitor brand mentions when you don’t have time to.

See What You Find on Google Search

There are two different searches you want to make on Google. One way to go is to search for topics relevant to your business, pick a few of the best articles and identify the bloggers who wrote them. It’s not super likely that these people will be from your state, but it’s a great way to find out who’s talking about things that are important to you. 

The second search to make is for bloggers in your state. If you type in “Bloggers in <State>”, it should give you some pretty great lists of people to look into.

Search Hashtags on Instagram

This is perhaps one of the easiest and fastest ways to identify who’s talking about the topics that matter to you. Try to pick some location-specific hashtags to help find people in your area. You might even do a search for something that doesn’t have anything to do with your business at first just to find local people. For example, if Sanctuary were looking for Ohio influencers, we might check out the posts for #720Market because that’s a North Canton based market that many people are interested in.

  1. Search for a location-specific hashtag.
  2. Find a post with a lot of engagement.
  3. Look into the person who created the post. See if they have a substantial enough following and if they seem like their personality aligns with your business.
  4. Reach out to people who look promising and see where those conversations lead!


Use Your Own Network of People

Believe it or not, your office is a great starting place! Ask around to see if anyone follows or knows of any local influencers. Depending on how big your office is, it’s likely that someone will have an answer. If it’s not your office, think of other places where people might know of influencers, such as in your yoga group, book club, at your gym, or even at your next family gathering. 

How Should I Use Local Influencers?

Once you’ve established a relationship with a local influencer, there are so many ways you can use them in your digital strategy. Here are just a few ideas:

  • Ask them to write a guest blog for your website.
  • Conduct an interview with the influencer and post the video on social media and your website.
  • Create ads that feature the influencer.
  • Give them a spotlight in your newsletter.
  • Have them do a live review on Facebook or YouTube.
  • Create sponsored posts for them to post on their social media channels.

Learn More About Your Potential with Local Influencers

Now that you know the what and how, you might be wondering what if. Are you curious if local influencers could be worth it for your business? We’d love to look into it for you and talk more about your digital marketing strategy. Contact us today!

Utilize Local Influencers to Connect with Like-Minded People
voice-search-marketing

Over the past few years, people across the world have been changing their searching behaviors from clicking on a smartphone keyboard to an easier, more hands-off approach. Voice search, popularized through the Amazon Echo and Google Home, has only continued to grow and hold its place as more than a passing trend. With over 118 million Americans using voice assistants in 2019, the future of reaching your target audience relies on showing up when your potential customers need you the most.

What is Voice Search?

In a nutshell, voice search is a search through a voice-enabled device that uses your natural language. Whether it’s your phone or a smart speaker, it's a hands-free search! So, what makes voice search so unique? It comes down to where and when users rely on voice over traditional search. 

The “Where”

According to NPR, 73% of smart speakers being found in either living rooms or kitchens. Emarketer reports that 58% of voice search happens with a smartphone and 45% while driving. This gives marketers new places to reach out in usually computerless or hands-free environments. 

And, with over 20% million smart speaker users shopping with voice search, this spells out a whole new sales opportunity for many brands in locations they never thought possible.

These are people who are busy doing other things in their home, car, or at the grocery store just looking for fast answers and solutions.

The “When”

When using voice, users often are searching for very specific, long-tail searches. This means they are telling their voice assistance where they are located (“Okay Google, where are Mexican restaurants near me?”) or what they specifically want (“Siri, how do I make gluten-free brownies?”). This level of purpose from a smart speaker user means big opportunities to provide relevant content and connect with audiences in a new way.

How Does Voice Connect To My Digital Marketing Strategy?

While many traditional digital strategies take into consideration user behavior and location, a majority of channels cannot harness the immediate needs of a customer. Voice search aims to close the gap between awareness ("What is this?"), consideration ("I am thinking about this.") and purchase ("I am going to get this!"). By having a channel prepared for real-time needs, voice search can complete a holistic strategy.

Why Should I Consider Voice Search?

Here is just a handful of reasons why you should consider voice search optimization for your digital marketing strategy:

  • If you want to access a rapidly growing audience across all demographics.
  • If you want to be found in places where you didn’t have access before (while people are cooking, driving or busy while on the go).
  • If you want to stand out in search (voice search is 1-to-1 while traditional search serves your content against your competition).
  • If you want to optimize around a location or question-based searches. 

How Do I Get my Website to Show Up on Voice Searches?

There are many ways to optimize content you’ve already created for voice search. One way is through optimizing for long-tail keywords. Long-tail, unlike short-tail, are descriptive searches that contain more context than a simple one- or two-word search. For example, “SEO” is a single keyword, whereas “how to improve SEO on my website” is a long-tail keyword that has more context and and is more focused on a single idea.

Because most people ask questions in a long-tail format using their literal voice, you are more likely to appear on voice search when you tailor content for them. Research long-tail keywords that may be relevant for your audience as well as your marketing objective. 

So, for example, a local dentist office may want to create content around “best dentist office near me,” as customers are more likely to ask the question this way to their voice-enabled devices. They would title their content based on the long-tail keyword and then aim the page to answer the question as thoroughly as possible in an organized format.  

Optimizing your content for voice search isn’t that far off from optimizing content to be picked up for a featured snippet or “position zero”

How Can I Figure Out Which Long-Tail Keywords Apply to My Business?

You can figure out which keywords make the most sense to target by asking yourself “are these the questions my customer would ask?” Searching for short-tail keywords on Google and seeing which questions come up in position zero will give you a good indication as to what questions are being asked. Many popular keyword research tools also offer the ability to search for question-based versions of short-tailed keywords, such as Answer the Public.

Start Optimizing for Voice Search

Overall, voice search optimization is not an easy feat. But the return on your marketing investment is well worth it in the end!

Want to learn more about voice search and how to optimize for this growing channel? Reach out to our team today!

Connect Faster with Potential Customers Through Voice Search
position-zero-1

Have you started to notice that Google Search results look a little different lately? If you’ve Googled a question, it’s likely you’ve seen information in position zero and you just haven’t realized that this is a new feature. Since ranking high is the ultimate SEO goal, why wouldn’t you want your content to end up at the very top of the list?

What is Position Zero?

position-zero-2

Position zero, also called a “Featured Snippet”, is the information that shows up in Google Search results before the first result. A featured snippet is a chunk of content that’s extracted from a website that’s shown in response to a user’s question. This is obviously a highly coveted spot to be in on Google Search results because it’s seen as the ultimate resource or answer to the question asked. So how do you achieve position zero?

How to Land Your Content in Position Zero

Rank high in search results.

Google chooses from popular content (the first page of search results) for the featured snippet, so be sure your content is ranking at least on that first page, preferably within the first five results. Here are just a few things you can do to rank better:

  • Improve page load speed
  • Create new content on your website regularly
  • Optimize images
  • Break up content with header tags
  • Include outbound links
  • Optimize your site for mobile
  • Incorporate more keywords
  • Maintain a good URL structure across your site


Find out what your audience is asking.

Brainstorm a list of questions that your audience is likely asking about your product or service, then type those into Google Search to see who’s currently ranking in position zero. Choose questions that contain the most relevant keywords for your business and work on creating content around those questions, or optimizing content that’s already on your site. For some lower competition phrases to rank for, take a look at the “people also ask” section that’s usually just below the featured snippet.

position-zero-3

Create relevant content.

Write landing pages and blog posts centered around a common long-tail keyword. The featured snippets that get used have an exact answer to the exact search typed in, so it’s recommended that you focus on question-form, long-tail keywords or phrases that begin with words like:

  • What is…
  • How does…
  • How to…

You can see some great examples of this in the screenshot of the “people also ask” section above. As opposed to a keyword, a long-tail keyword or key phrase expands on a single keyword. For example, instead of focusing on “SEO”, you’ll want to drill down further to “improve SEO on a website”. To make your content relevant for featured snippets, you’ll want to then add in a few words to turn it into a question, such as, “How to improve SEO on a website.”

Rather than creating brand new content in hopes that it’ll get used as a featured snippet, you might consider reframing your existing content to fit within this framework. Pull a report of the highest trafficked pages on your site, and consider rephrasing it to focus on a question that contains a long-tail keyword.

Format your content so it’s easy to digest.

If your content is answering a question, make sure that’s obvious! After all, the reason you write content is so that someone else finds it helpful and is compelled to take action. Google will be more likely to display content that’s already formatted in a desirable way. 

Content that is likely to be pulled out into a featured snippet would come from a “how to” or FAQ page—any page that has a question and answer format. Consider adding a page like this to your site if you don’t have one already. Here are a few tips on how to format content on that kind of a page:

  • According to Search Engine Journal, “An SEMRush analysis has shown that most featured snippet result answers are between 40 to 50 words.” Keep answers to your FAQs around 50 words so that it’s even easier for Google to pull your content.
  • Label each question as a subheading with the question directly below. Be sure that the question subheading includes a long-tail keyword.
  • Use bulleted lists, numbered lists, charts, tables and graphs where applicable.

Get Help Ranking Higher in Google Search Results

If you feel like your SEO efforts aren’t paying off (i.e. You still aren’t on the first page of search results or you’re still very low down on the page), there are steps our team can take to help your website rank higher. Talk to us about putting together a strategy!

Sources: Search Engine Journal

Google’s Position Zero: The Ultimate SEO Achievement
live-chat-1

Live chat could be holding a lot of untapped potential for your business. In today’s mobile-focused and fast-paced world, customers expect to have questions answered and get help immediately. 

While the days of calling a business on the phone and asking them about their services aren’t gone, there’s certainly a shift toward simpler, quicker methods such as messaging and live chat. In fact, “79% of consumers prefer live chats because they offer instant responses,” according to an article from 99firms.

Because customer service is such an integral part of any business, live chat not only benefits your customer service department, but also your sales and marketing departments, too. Why? When a potential customer has a question or wants to talk about a specific product, they’re much more likely to turn to the company that offers the ease of live chat and turn into a qualified lead.

So now that you have proof that customers are using live chat and actually expect instant communication, you’re probably wondering how companies actually pull it off.

How Do Companies Use Live Chat?

live-chat-2

In a recent article from SuperOffice, they’ve projected that “live chat is expected to grow by as much as 87% in the next 12-18 months.” But as more and more businesses are turning to live chat to better connect with customers and increase leads, one question is lurking in the backs of everyone’s mind: How do companies have the time to monitor live chat?

If this is a concern for you, there’s no question as to why. Your small marketing crew is maxed out and so are the rest of your employees, so who could possibly monitor and respond to live chats?

In-House Monitoring

One option is that you can prioritize live chat as an important lead-generating tool for your business and find the time among your current resources to manage it in house. Some businesses see this as the best way to manage live chat because then the customer is able to connect directly with someone at the company. 

Third Party Monitoring

However, some businesses simply do not have the extra time or resources to manage their own live chat, and they turn to a marketing agency for help. That’s where we come in! Agencies like ours are able to integrate live chat onto your site and monitor it for you. The monitoring usually consists of coming up with some predetermined responses to common questions so we are able to respond more quickly. Any responses we do not feel comfortable answering or that we may need help answering can be routed through the appropriate person on your team.

The Best Live Chat Software Available

We’ve compiled some of the best live chat software available down below to give you a good bank to choose from. Some of these tools we use for our own website or for our clients’ websites, and some are tools we’ve just heard are good. Take a look!

Remember: A clunky and hard-to-use chat platform is almost just as bad as not having chat at all. So choose your platform wisely!

Get Started with Live Chat on Your Website

Are you ready to jump on the bandwagon and integrate live chat onto your website? We monitor live chat for a number of our clients across a range of industries and would be happy to help you, too! Contact us to let us know you’re interested.

Sources: SuperOffice, 99firms

A Look-Ahead to 2020: Why Every Website Should Have Live Chat
influencer-marketing-1

Think about the last time a friend or family member told you about a product. It’s likely you felt more apt to try it because you trust the person who recommended it. Now imagine that same recommendation amplified times a billion. We want to know if a product will be worth it before we invest in it. And that’s why influencer marketing works so well. 

According to Statista, there are over one billion people on Instagram. Influencers, people who have gained popularity through various online outlets such as blogging, YouTube and Instagram, have become such an important part of both social media and digital marketing. Because of their popularity, people are actually trusting and listening to what these people have to say. Imagine if they were talking about the amazing benefits of your product or service.

Paying influencers to try out your product or service and then post about it on their social media channels could help you get:

  • More engagement on social media
  • Increased traffic to your website
  • New leads
  • More sales!

Influencer marketing could be the key to getting more leads and sales in 2020. So let’s dig into what exactly it is.

What is Influencer Marketing? 

Influencer Marketing, according to Influencer Marketing Hub, is “a hybrid of old and new marketing tools, taking the idea of celebrity endorsement and placing it into a modern day, content-driven marketing campaign.” What’s the difference between influencer marketing and a celebrity endorsement? Influencer marketing will end with a collaborative campaign between the brand and influencer. It’s more functional for brands and the influencers that promote them. 

Another difference between celebrity endorsements and influencer marketing is that an influencer could be anyone, not just an A-list celebrity. They could be a fashion blogger, a social media mogul, or a reality TV star. The possibilities are endless. What makes them an influencer is that they have a following. Let’s take a look at a few of the different types of influencers, according to Grin

Bloggers

Bloggers regularly publish a certain brand of content on their blog and, most likely, social media pages. Vloggers are a type of blogger, who share this same content in videos. Popular bloggers and vloggers have large, highly engaged audiences who trust them for industry information. 

Social Media Moguls

Social media moguls are people who organically gained a following on social media platforms just by posting pictures, videos, and other content from their everyday lives. These people are perceived by their followers as everyday people rather than high-profile celebrities, making them more relatable and trustworthy. 

Reality TV Stars

Reality TV stars are often more relatable to social media users because they are just regular people (who just happened to appear on a reality show.) Social media users also form a connection with reality TV stars while watching their lives unfold every week. They, once again, trust them for advice on products and brands.

influencer-marketing-2

Where Do I Start? 

You may be thinking that scoring any social media influencer to promote your brand sounds challenging. Although it does involve some planning, the results will be well worth it. Here are some helpful first steps to take. 

Determine the Appropriate Social Media Platform and Influencer.

You want to nail down what influencer and platform would work best for your campaign. Think about who your target audience is, who they’re following, and where they’re following them. Don’t try to master more than one platform or influencer at once, because it’s too difficult. Focusing on the best option for your brand will ensure the best possible results.

Set a Realistic Budget

Setting a budget will determine what level of influencer your brand will be able to work with. For example, according to Forbes, “The average cost of a post, with someone who has less than 100,000 followers, is $300. So, expect a real campaign to cost at least $5,000.”

Cost varies not only based on number of followers, but also based on the type of influencer. Hubspot does a great job of giving some ballpark numbers to consider:

  • Micro-influencer: $80-500 per piece of content
  • Celebrity influencer: $3,000-$500,000+ per piece of content
  • Blog influencer: $400-$5,500 per blog post
  • Social media influencer: $100-$550,000+ per social post
  • KOL (Key Opinion Leader): $500-$5,000+ per piece of content


Reach Out to Influencers

Reaching out to possible influencers for your brand could be as simple as messaging them on your desired social media platform. But if you’d like influencers to notice your brand first before reaching out to them, you could follow them on social media and engage with their content. When you do reach out, make sure you tell them about your brand and why they should want to work with you. 

Give Your Brand a Boost with Influencer Marketing

The bottom line with influencer marketing is that people trust people. Influencer marketing will allow you to put the word out there about your brand. If it’s successful, influencer marketing could be a helpful tool to get people engaged with your brand.

Talk to us about what your business could be doing with influencer marketing!

Influencer Marketing: Real People Sharing the Benefits of Your Brand
Listening to a podcast on iPhone


Google has now made it easier than ever to search for and listen to your favorite podcasts right from the same Google search that you’ve always used. Earlier this year, Google began automatically transcribing podcasts to make them searchable in the Google Podcasts app. Just a few months later, Google started indexing podcasts right in the Google search results, meaning you don’t have to use an extra app to find and play your favorite podcast.

This addition is huge for digital marketers because now your podcast episodes are listed on the first page of search results, similar to when Google started displaying relevant YouTube videos on the front page. When YouTube videos were displayed within Google’s search results, video creators saw huge increases to their viewer counts, and podcasters could begin to see the same success.

You Will Start to See More and More Podcasts in Search Results

Ohio Digital Marketer podcasts showing up in Google Search results.

Google will be implementing many more changes in order to show podcasts in their search results, and you will only continue to see more in your searches. In our fast-paced world, people are taking less and less time to read articles and are turning to quicker ways to take in information—like videos, podcasts and audiobooks. Google’s changes could help podcasts gain even more popularity because of their accessibility and prevalence on the web.

At first, you were required to include “podcast” within your search in order to make podcast episodes display, but we are already seeing the changes for some searches where the “podcast” term doesn’t even need to be included. Simply searching for the podcast name or an individual or company that was on a podcast will sometimes show podcast results depending on the popularity of the podcast, and we expect this to become more apparent even for smaller podcasts in the coming months.

What Does This Mean for Marketers?

Similar to how there was a shift in how people consume their content from reading articles to watching videos, podcasts are on an uptrend in terms of the number of listeners. People can’t always watch a video and many times this results in listening to a podcast, which puts digital marketers and podcasters in a great place right now.

With the coming changes in how podcast episodes are displayed in Google search results, you will soon only have to search for someone’s name in order to find out what recent podcasts they were on. From there, people are just a click away from being able to listen to the podcast from wherever they are.

New Traffic for Podcasters

Get ready for this huge podcasting trend to continue at speeds faster than ever before. The time is now to join this trend as we enter the golden age of podcasts. Could you see your business creating podcasts and building a spot for them on your website?

Be sure to visit our blog regularly for the latest news in digital marketing, or contact us to get started on your own digital marketing plan!

Google is Indexing Podcasts in Search Results. Are You Ready?
Members of Gen Z using technology


As a digital marketer, you know that rules and tactics are always changing. It can feel hard to keep up, especially navigating the waters of marketing to a new, unknown generation of customers, Generation Z.

Who is Generation Z?

Generation Z includes anyone born after 1995, and according to Campaign Monitor, they’re expected to make up 40% of all customers by 2020. And as this generation is growing up and making purchase decisions, successfully marketing to them becomes even more crucial.

The most important things to note about Generation Z are:

  • They are the first generation of smartphone natives. 
  • They’ve lived with social media practically their whole lives and don’t remember a time without it. 
  • They have short attention spans and if it’s not online, they don’t want it.
Group of young people using smartphones

You may be feeling forced to integrate even more social media tactics into your digital marketing plans; Instagram, Snapchat, and who knows what else, to engage with these new customers. But don’t worry, it’s not as scary as it seems.

How Do I Market Successfully to Generation Z?

The truth is, marketing to Generation Z won’t be any more daunting than marketing to Millennials, Baby Boomers, or any other generation that came before them. You just have to make sure you’re using appropriate strategies to really catch their attention.

Implement Social Media Into Your Strategy.

First, social media is a must when marketing to Generation Z. But every social media platform should be used differently, with a unique posting strategy for each channel. For example, most members of Generation Z use Instagram to show their artistic sides, posting quotes and pictures making their daily lives look as aesthetically pleasing as possible. Whereas Facebook is used primarily to get information.

Don’t Count Out Email Marketing Just Yet.

Next, Email marketing may be more practical than you may think. According to Campaign Monitor, most members of Generation Z prefer to receive marketing emails from brands a couple of times a week. This shows that email is still an effective way to engage and capture the attention of Generation Z. And email users within this generation will only continue to grow once they enter the workforce.

Integrate Moveable Content and Develop a YouTube Strategy.

Video and stimulating graphics are key if you want to keep Generation Z engaged. According to Campaign Monitor and the Pew Research Institute, the social media platform used most by members of Generation Z is YouTube. While your company should be on YouTube and post frequently if you’re looking to attract Generation Z, this is not the only way to gain their attention through video. Try adding videos, moving graphics, or gifs into your social media content on Facebook or Instagram.

Don’t Be Afraid to Hit Refresh on Your Marketing Strategy for Gen Z.

With every new generation comes a whole new trial period to figure out what really works when marketing to them. This is no different with Generation Z. In the long run, if you market to them correctly, you’ll have a whole new group of loyal consumers to grow your business with.

Schedule a meeting with us today to start implementing all of these tactics we just talked about!

Marketing to Gen Z: Tips to Help Get You Started
Hyper-personalization improves digital marketing results.


Despite the growing percentages of consumers who are concerned about their data privacy (86% according to Smart Insights), 72% of consumers say they will now only engage with marketing messages that are personalized and tailored to their interests. When you pair that statistic with one found in this recent HubSpot report: “Personalized calls to action perform 202% better than basic CTAs”, it would be foolish to ignore the importance of personalization.

Hyper-personalization vs. personalization. What’s the difference?

By 2020, customer experience will overtake price and product as the key brand differentiator, according to Frost & Sullivan. Consumers don’t just want personalization, they expect personalization, and they are no longer just connected — they are hyperconnected.

Personalization tailors communication based on basic information like customer’s name, location or purchase history. For example, using your customer’s name in marketing campaigns would qualify as personalization, but that alone will no longer cut it.

Hyper-personalization dives deeper into real-time data like browsing behavior, device usage, interests and more to communicate custom messages and offers unique to the individual.

Hyper-personalization uses advanced real-time data.

Image: Capgemini

You’re a hyper-personalization believer, now what?

For marketing messages to be hyper-personalized, they need to be built to happen in real-time. Your marketing message should change depending where consumers open the message, what’s happening around them (like weather, for example), their stage in your product lifecycle, etc. This could produce hundreds (if not thousands) of marketing messages across your customer base.

Start by keeping it simple.

  1. Know your customers. Identify the variables in your customer demographics and behaviors that matter most to you.
  2. Collect customer data. Your campaigns are only as good as the data coming in. Tie your data to the variables that matter most in your customer personas. But remember, consumers demand transparency in data collection. 
  3. Customize your offers. According to Marketo, nearly 79% of consumers will likely only engage with a brand’s offer if it is directly tied to their previous interactions with the brand.
  4. Create personalized messaging. Consider variable CTA’s if they are a new vs. returning customer, content that changes based on where and when an email is opened, etc.
  5. Use carefully crafted timing and automation. You can’t do this alone. Work with a team or platform to automate your marketing messages. 
  6. TEST, TEST, TEST.

We’ll help you take your next steps in hyper-personalization.

You’re not in it alone. Take the next step in your personalization journey and talk to us about your digital marketing goals.

Hyper-personalization. It’s What the Next Era of Digital Marketing is Made of.
Spotify Podcast Advertising begins a new wave of podcast growth. Learn more.


Early in 2019, Spotify spent $400 million to acquire podcast companies Paracst, Gimlet and Anchor and has been busy building up a repertoire of exclusive series. While these massive acquisitions are considered by some that Spotify is showing up late in the game, many experts believe these massive acquisitions could help signal the very beginning of a new wave of podcasting growth. 

Experts think Spotify is ushering in a new wave of podcasting growth.

Many users don’t want additional applications for all of their audio needs and may likely gravitate to Spotify because of their superior experience in discovery, an area where other podcasting platforms are lacking. Check out their Spotify for Podcasters video:

Why should you consider Spotify Podcast Advertising in your digital marketing portfolio?

Marketers are seeing untapped potential in podcast advertising, but insufficient campaign conversion data has been a barrier to growth for podcast advertising, preventing it from being more widely adopted.

Spotify’s new capabilities help to address conversion data limitations.

According to Marketing Land, Some podcast networks, ad agencies and other third parties, such as Nielsen, offer listener data sourced through surveys, but that information is self-reported and not available in real time. Spotify, on the other hand, requires users to sign up for an account and can provide data on demographics and listening habits for potentially all of its users, which may yield more reliable information.

Spotify has expanded its ads capabilities with podcast listener targeting.

Advertisers can reach Spotify Free podcast listeners, AND narrow their campaigns to certain podcast categories, such as “Comedy,” “Lifestyle & Health” and “Business & Technology.” Plus, Spotify’s podcast analytics dashboard gives creators and advertisers more audience insights such as age, gender and location of listeners, the types of music they tune into, how long they listen to particular podcast episodes and where they start and stop playback.

Spotify is taking podcast advertising from niche to mainstream.

Let’s ride the wave together. Contact our team if you’re interested in exploring podcast advertising for your business—we’ll manage the process so you don’t have to.

Everything You Need to Know About Spotify’s Expanded Ad Capabilities
Google Search Screen

Google has recently released a list of additional features that are aiding in the discovery of web pages. With a focus on making search results more relevant to what consumers need, these changes are exciting for businesses like yours! Get a great overview of these featured below.

Featured Snippets

“Featured Snippets,” such as the one pictured below, make it easy to display relevant information about a company, topic, or event right from the original search page. This reduces the amount of clicks necessary to connect people with the information they’re looking for. Your company’s info could be here!

Google Featured Snippet

Knowledge Graphs

Knowledge Graphs are designed to enhance search results for users and provide them with information gathered from a variety of sources. The information is shown to users in infobox form next to search results. However, Google realizes that their systems for collecting information aren’t perfect, and aims to continuously improve the information shown in a Knowledge Graph. “We have developed tools and processes to provide these corrections back to sources like Wikipedia, with the goal of improving the information ecosystem more broadly,” says Danny Sullivan in the article.

Google-Knowledge-Graph

Predictive Features

Google has created predictive features that help users navigate Search more quickly. Algorithms are used to connect people with information that’s relevant to what they’re searching.

  • Autocomplete - Matches what you’re typing to common searches and give you suggestions on what you might be trying to type.
  • Related Searches -  On a search results page, you will be shown a “people also search for” section with related topics to match you with different dimensions of a topic.
Google-Predictive-Features

Organic Search Results

For anyone who’s ever reported a problem with a search query, your suggestions are being noted! Organic search results are the blue links that show up on a search results page. The ranking of the results that show up on these pages are determined by algorithms, not placed there by hand. Google recognizes that its algorithms aren’t perfect and has taken note of all reported issues with search results. Google has made over 3,200 changes to its search systems to improve algorithms and ultimately improve results.

Spam Protection

Google is only continuing to improve its policies and guidelines that are put in place to protect users from spam, malware and deceptive sites. All content shown in search results must meet extensive webmaster guidelines.

Talk to a Strategist About Google Search

In summary, Google’s steps to keep search accessible to all audiences leads to great versatility in marketing any brand. Here at Sanctuary, we know how to utilize all of Google’s features to your advantage. Interested in learning more about how these featured apply to you?

Google Search in 2019
Girl on phone

As of Monday, August 19, Facebook has modified the requirements for ad creative. This includes a change in the aspect ratios for images on it’s mobile news feed, along with the number of lines of text that are visible.

Facebook made these changes in an effort to make scrolling through their news feed on mobile devices simpler, as well as to provide a more consistent experience for users.

Prior to the changes, the aspect ratio for Facebook images was 2:3, and it has been updated to a 4:5 aspect ratio. Media that is taller than 4:5 will be masked on the Facebook mobile newsfeed.

How Facebook's mobile newsfeed change effects you

Shortened images

This new aspect ratio requires a shorter image. If you typically use creative that is 1200 x 628 pixels (which tends to work well across all channels), these images will still fit into the new parameters.

67459019_2279156012139920_2599092432607903744_n

Less text

Prior to the changes, you could see up to seven lines of text in the description, whereas now, text is cut-off after three lines and you must click ‘see more’ to read additional lines.

Proactive ad review

These changes will require some time in reviewing any current ads you have running. If you want your content to be seen (of course you do) and your ads to convert (of course you do), your image aspect ratios need to be optimized to fit the new specs.

Additionally, it’s going to be extremely important to keep your text descriptions short and concise, making sure you grab attention to your ad or post in the first three lines of copy.

So make sure to take your time moving forward.

Why you should care about Facebook’s mobile update

As of this year, 96% of Facebook users access the news feed through mobile. So, it’s critical you meet the requirements, or all your efforts could be for not!

However, the changes could be used to your advantage. Your ads may be seen as less disruptive to users. Just ensure your creative is on point and your ad copy is condensed and enticing to users so that they will click to read more.

We can help

Overwhelmed by the thought of reviewing and optimizing your existing ads? Our team can help.

Resources:

 

Facebook Shrinks Mobile Newsfeed Ad Space

google_analytics logoAs a small business owner, you have many things to keep track of. What visitors are doing on your website may be on that list, but if it’s not, it’s time to start thinking about it. For most small businesses, their website might be the primary source of leads or a point of sale. For others it is an invaluable marketing tool. In any case, your website is there to bring you more business.

Tracking or “analytics” is how you know your website is either working to make you money or costing you money. Tracking the visitors to your site can yield valuable insights as to who is visiting, how they found you and what they are doing. With this information, you can find ways to gain more traffic, improve sales with the traffic, find holes or conversion roadblocks on the site along with many other insights.

Awhile back we at Sanctuary wrote a blog post 9 Great Google Analytics Features. Since then Google has provided even more new features and reports that can help you easily measure the success of your website. Here are a few of those updates.

Benchmarking

Benchmarking ReportThis Google Analytics feature provides a true measuring stick of how you stack up against the competition within your industry. Google uses hundreds to thousands of other sites within your industry category to create Benchmark numbers or averages. You can then compare how your site is performing in terms of acquisition and behavior metrics compared to the rest of your specific industry. Additional filters include by location, size of a site by daily sessions, channel grouping, and by a device. This report can show you where you are doing well and where you need to up your game to breeze by the competition.

Demographics & Interests Reporting

This relatively new feature uses third-party cookies to define your users. This will help you better gain an understanding of who makes up your audience in terms of age, gender, and categories of interests. Through additional segmentation, you can identify what content was successful for certain demographics or what demographics had the highest value in terms of conversions. As a business, you can then relate and market to your specific audience. Demographics & Interests Reports

Visitor Loyalty Reporting

The Count of Sessions and Days Since Last Session reports allow to you to understand better who your loyal visitors are.
Count of Sessions answers the question: How many visitors are just passing by and how many visitors come back consistently? Days Since Last Session is often referred to as “visitor orbit” and shows the loyalty of visitors based on the time since they last visited the site. By digging deeper, we can drill down to find out what brought these loyal visitors back to the site consistently and also what methods did not work for the other visitors.

Segmenting by Users

Google recently expanded their segmentation feature to allow analysts to define segments on a User basis. Previously you could only view data of visitors in terms of what they did by session. Now you can look at how specific users engaged across multiple sessions. This is another way to see how your loyal visitors are engaging across your site. If you have conversions or eCommerce tracking set-up, you can also see how visitors engaged on previous sessions before converting. What led them to convert? What channels or content reeled them in to eventually convert?

Multi-Channel Conversion Tracking

This report is an expansion of the previous feature we referenced. The Multi-Channel Conversion Tracking Report allows you to easily view the top paths visitors took on their way to conversion. Perhaps a visitor originally came to your site via a search engine, left the site, and then came back the next day via a post on Social Media. On that second visit, they then converted for one of the goals you set up in Google Analytics.

Previous data only credited the Social Media visit with the conversion. Now we can see that the true acquisition of the valued visitor came from Organic Search.
This gives us a different level of data when looking at how valued, converting visitors behaved on the site. What sources were best at bringing these visitors to the site originally? What channels brought them back before conversion? This shows more of the complete picture.

 

Google Analytics and Small Business Owners

Knowing a little bit about Google Analytics can help you make good business decisions, but let’s be honest, not every business owner has the time to spend digging through the data. We can help. Sanctuary Marketing Group, located in North Canton, Ohio can help guide you through the information and identify growth opportunities. Our goal is to equip business owners with the information they need to make smart business decisions. Give us a call 330-266-1188 or use our contact form and maximize the information your website is gathering.

Getting the Most out of Google Analytics