The Daily Carnage

The savvy marketer's hub for industry news, insights, resources, and culture.

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Your Brain on AI 🍳

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4 Simple Ways to Increase the Value of Your Customers

OCTOBER 7, 2020

A bird in the hand is worth two in the bush. Well, unless the bird is ill-behaved… The point is, the same goes for customer acquisition.

Reselling to existing customers statistically costs much less than acquiring new customers. This doesn’t mean you should put up a “NO NEW CUSTOMERS” banner on your store or website. It just means you can strategically tap into the customer network you’ve already built and yield great results.

DigitalMarketer knows all about this and is sharing 4 simple ways to increase the value of your customers.

Bundle, bundle, bundle. People love deals. You probably have a range of products and services and some folks just buy one here and another there. While it’s nice seeing those conversions, there’s an opportunity for even bigger conversions.

Bundle up some of your offerings with a discount and people will buy a group of items they know they want and they’ll get their hands on things they didn’t even know they needed.

Cart Abandonment Email. You know when you walk into a room looking for something and the second you step in you have no idea what you’re doing there? It’s okay – it happens to all of us.

What if something could remind you what you were doing there? This is the beauty of the cart abandonment email. People get sidetracked all the time, and a gentle nudge can get them back on track.

Prime with Content. Your customer relationships go two ways. Be sure you give them content other than just sales and promos.

Give the people free content with real value and with the purpose of solving the problems they face. The more they trust you, the more they’ll buy from you in the future.

Number 4 talks about following up, so don’t miss it, friend!

Updating Content for SEO: How to Teach Your Old Blog New Tricks (plus, 3 examples with ranking data)

OCTOBER 6, 2020

If only marketing could be a “set it and forget it” kind of deal. A one-time, easy process then bang; sales. Contrary to some client’s beliefs, marketing doesn’t work that way.

In the same way appliances need maintenance and upkeep, so do all marketing efforts including blog posts. When well-oiled your blogs can work for you. Revisit existing blog posts and add quality, updated info to get the most out of your content.

Orbit Media talks all about updating content for SEO and how to teach your old blog new tricks.

Why Do It?

Content has already been vetted
You’ve done much of the leg work so no hours of research
Backlinks and authority has been built up, which is good for ranking

Where to Start?

No need to start at square one with a blog piece you wrote in 2012. Here’s how Orbit Media suggests choosing which pieces to update.

Articles that almost rank high and need a boost
Articles that created a lot of buzz but have stalled out
Out of date research articles

What to Update?

You can either add light touches to an existing post or do a complete overhaul. Build right off of your strengths.

Simple: new headline and same URL
Simple: check on and look for more relevant links
Simple: add relevant keywords or phrases.
Complex: update research, data points, or dates
Complex: break up text with fresh images and diagram
Complex: look for influencers to collaborate with

What to Do After?

When you update your blog think of it as recycling that URL. If you’ve earned a good deal of authority with backlinks to your post, don’t change your URL when you update. This is because those links back to you will remain and deliver people to your updated, and now more relevant, article.

Orbit Media has the tips for revisiting your blog and much more.

6 Simple Videos Anyone Can Make for Social Media

OCTOBER 5, 2020

“We didn’t start the content
We were always posting
Since the world’s been turning
We didn’t start the content
No, we didn’t fight it
And we tried to write it..

Infographics, How-tos, Video got a new stream.
Tips & Tactics, Interviews, Social media news feed…”

Fam, we made a marketing anthem. Well, started one at least. Think Billy Joel’s “We Didn’t Start The Fire” but with content types. Why? Because we’re talking about video content and inspiration sparked a flame.

Video is one of the most frequently and easily consumed forms. We’re diving into simple videos anyone can make courtesy of Wistia.

Highlight your company culture. This is a great method of really letting someone step right into your brand, and Instagram Stories is the perfect conduit. Feature your team members going about their day. They can show the world what it’s like working at your company. So, personability is key here!

Recap a piece of content. Look for solid pieces of content that continue to deliver some traffic, but could use a lift. Boost it with video. The content gives you an outline for the video, and the video will serve your content piece by engaging more people.

Promote your podcast. Rather than just directing people to a link where your podcast lives, engage them with a video snippet. This can be an actual video you’ve recorded from your podcast or just an audio snippet over a photo related to your episode or topic.
Behind the scenes. Some videos can take serious time depending on complexity, visual elements, and length. Repurpose B-roll into snippets about the making of your video. This could be something fun like a blooper reel, or something insightful showing off your creative process.

Start mixing up your content with these simple video ideas and read on for the other two.

How to Efficiently Write the Perfect Meta Description

OCTOBER 4, 2020

We’ll cut to the chase: descriptions can be super helpful. Without them, how would you ever decide what you’ll watch next on Netflix, or piece together visual elements of your favorite book?

Today we’re talking more specifically about meta descriptions. Even though it’s not a ranking factor for your site, it’s still important. Ahrefs is showing us how to efficiently write the perfect meta description.

Meta descriptions only show on Google 37% of the time, but it carries the power of attracting users to your site. Furthermore, sharing a page link on social media includes the meta link if you don’t write a different description when you share.

Expand on your title tag. You’ve probably spent some time on a quality title people will click. Let your description be a second line of defense with more info about the page and enticing reasons why people should click.

Match search intent. Do a quick search of your keywords and see what the meta descriptions on the SERP say. This can give you a good idea of intent since some descriptions are geared toward buyers and others are geared toward people seeking information or answers to questions.

Use active voice. Speak directly to the person searching. You want them on your site, so use active voice as a clear and personal way of connecting with them.

Be concise. You only have so many characters available in your description (~120 on mobile and ~160 on desktop.) Think about where most of your users are coming from. Either way, get your point across in the first 120 characters so it will be seen on desktop and mobile.

Think about which descriptions have effectively captured your interest and check out more examples from Ahrefs.

How to Optimize Your Site for Google Carousel Results

SEPTEMBER 30, 2020

We’re in love! We’re in love and we don’t care who knows it. Y’all, we fell for SEO like leaves during Autumn. (lol jk, we and SEO are strictly professional.)

Okay, SEO strategy is all part of the job and what typically comes to mind are keywords and rankings. Content Marketing Institute is helping us tackle a specific skill of optimizing your site for Google Carousel results.

You’ve seen these carousels. They appear as links at the top of SERPs. Carousels are common in queries where people are searching for the “best of” something (ex: computers, bikes, movies, etc.)

They won’t show for every query though. Google serves up carousels based on search intent, so looking at what populates in carousels helps you better understand the searcher and their intent.

Video carousels may just be the easiest carousels you can optimize for. If you can create a great video matching a query, then you’re well on your way. Hosting your videos on YouTube will yield better results since Google is partial to its own video service.
Image carousel optimization is not much different than standard image optimization. Be sure you include your target keywords in the image file name, use alt text, plus original and meaningful images as much as possible.
Host carousels are another great option you can optimize for, but only if your content pertains to courses, movies, recipes, or restaurants. Just make sure your content piece covers only one of these categories at a time. These categories may not be a home run for you, but they might help you get acquainted with this format for when more categories are allowed.

Give carousel optimization a try and read on for more great tips. And just for fun, while you have your iPhone in hand, search your target query for carousels.

Content Mapping: The Best Way to Create the Right Content for the Right Customers

SEPTEMBER 30, 2020

Content is too easily lost without a solid strategy backing it up. Not every fish will take the same bait, and your audience is no different.

People are in various buying stages and they should be met right where they are. Doing this will help you lead them where you want them. Helping us out today is CoSchedule with the best way to create the right content for the right customers.

Step One: Develop a Buyer Persona. This one comes up all the time because it’s so crucial. You must know who your target customer is before targeting them with your content. You probably wouldn’t gift someone gardening tools if they don’t have a garden.

Ensure you know who they are, then offer something of value. Ask yourself what qualities your customers share and what makes them search for the solution you offer.

Step Two: Master the Phases of the Marketing Funnel.

It all starts with TOFU (not the food.) We’re talking about top of the funnel. This is when your customer is problem-aware. In the middle of the funnel (MOFU), they’re solution-aware, and at the bottom (BOFU) they’re product-aware.

Align your content with these three stages so they fit the buyer’s journey. Think blog posts and website content for TOFU, email drip campaigns and webinars for MOFU, and product tutorials and customer success stories for BOFU.

Step Three: Map Out a Customer Buyer Journey. Time for writing it all out. Keep your thoughts and processes organized so you can repeat them without forgetting. For the three stages of the funnel, ask yourself…

what the buyer’s main goal is,
what questions they’ll need answered,
which decision-makers they’ll speak with,
what touchpoints they’ll have with you, and
what expectations they’ll have of you before moving to the next stage.

More pointed answers will make for better-targeted content. Continue reading for steps 4-7.

3 costly Google Ads mistakes brands make with Black Friday and Cyber Monday campaigns

SEPTEMBER 28, 2020

What will holiday shopping look like this year? That’s the big question.

The day after Thanksgiving was once the embodiment of shopping chaos and huge deals. But department store giants like Walmart are already breaking out plans for something a bit different. Then, of course, there’s Cyber Monday, which may potentially see an incredible increase in online spending.

So to prep, Impact is shedding some light on 3 costly Google Ads mistakes brands make with Black Friday and Cyber Monday campaigns.

You have a siloed strategy. Google Ads can be a crucial part of your strategy, but don’t let it be the only part. We’re talking about omni-channel strategies here. Cast a wider net with various channels rather than putting all your eggs in one basket. Set S.M.A.R.T. goals for each channel and allocate budget as well.
You start too late and don’t spend enough leading up to Black Friday and Cyber Monday. Start training Google’s algorithm and make it work the way you want. If you just dump in a bunch of money for the large shopping events, you’re leaving a whole lot up to chance. Instead, run giveaways and promos in September and October and build up your funnel. These funnel filling tactics will then be amplified when you start increasing your spend for Q4’s big events.
Testing ideas during the most expensive time of the year. Black Friday and Cyber Monday are like the Super Bowl of shopping. This means throughout the year, you can test copy, imagery, design, and audiences to find out what works best. Once you know what’s performing, use it as your strategy in the big game. Don’t practice during the game – prepare beforehand.

Read on for more questions you can use for informing your strategy.

5 Ways B2B Marketers Can Boost Productivity and Focus

SEPTEMBER 28, 2020

Anyone else wish there are more hours in a day? Just think about how productive we could all be with some bonus time, or let’s be honest, how much sleep we could get.

It’s unlikely we’ll ever see this extra hour (but it’s 2020 so who the heck knows). The next best thing is making time to be more productive where it counts. TopRank Marketing kicks it off this week with 5 ways B2B marketers can boost productivity and focus.

Find and Preserve Your Productivity Pockets.

You probably already know which part of the day you’re most productive, and alternatively when you’re not. Keep this productivity time as your own by blocking it off on your calendar. The less interruption you have during this time, the better.

Scrutinize the Purpose Behind Meetings and Video Calls.

Joining a meeting is easier than ever with services like Zoom. That said, are all those meetings really necessary?

Meetings can have a way of keeping people from getting work done, so really consider what can and can’t be accomplished over email or Slack.
Additionally, declining meetings with no set agenda can be a time saver if possible for you.
Schedule your meetings back-to-back so you don’t have small gaps in between because it can be hard getting back into the zone.

Consume New and Unfamiliar Content.

Repetition gets awfully mundane. Breaking out of routines is a good thing to an extent. Perhaps you’re always catching up on the latest industry news and best practices. While it helps your own professional development, it keeps your mind constantly in the same lane.

Read something you wouldn’t normally consider or watch a show in a genre you haven’t explored. This all helps break out of your typical train of thought and can lead to breakthroughs in productivity and increased creativity.

Read on for the last two points about unplugging on weekends and managing attention.

4 Essential Goals on Social Media You Need to Optimize For

SEPTEMBER 23, 2020

Some brands absolutely crush it on social media. You’ve probably seen plenty of posts and ads you admired for their effectiveness.

For the most part, joining the A-list of social media marketers doesn’t happen overnight. We’re only seeing the tip of the iceberg. For a comprehensive strategy, here are 4 essential goals on social media you need to optimize for from AdEspresso.

Brand Awareness & Expanded Reach. These fit together like yin and yang. Expanding your reach will make more people aware of your brand.

One way you can accomplish this goal is by using relevant hashtags on Instagram and Twitter. Instagram allows up to 30, so fill them up with local and industry-specific hashtags.
It’s also important you create high-value, share-worthy content. Mobilize your current followers with content they’ll be interested in sharing with their extended networks.

Community & Relationship Building. It’s not just about likes and follows. Your gold standard is the connection you have with your audience. Engage them in meaningful ways and build a strong community.

Go live regularly & keep users in the loop. This is a fantastic way you can address your audience directly. It keeps them engaged and gets them closer to your brand.
Additionally, respond promptly on all channels. People expect their questions to be answered, so be diligent.

Lead Generation. The most obvious solution to lead generation on social media is using lead generation ads.

Paid ads get right to the point and collect the info you need while prompting a specific action.
For a more organic approach, drive traffic off-site by promoting lead magnets. Post about your new white paper or an upcoming webinar across all your channels. Add to your Instagram story with “Swipe Up” links so people are directed right to your site.

Learn more about the 4th goal of direct sales.