The Daily Carnage

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

Today’s Issue

The Popemobile 🛞

And other stories.

Issues

View All

B2B SEO: Three Essential Strategies to Generate High-Quality Leads

JUNE 30, 2020

It takes good patience and skill to build up organic search traffic. Especially since Google likes to keep us on our toes.

To make it a bit easier, Convince & Convert is showing us how to rise the ranks and bring in quality leads. Off to the first point.

Where B2C generally buys on an impulse, B2B will approach the buying process thoughtfully, and with a ton of research. From an SEO perspective this means, B2B Leads intently search for the most efficient solution to their problems. So, you have to deliver that in content.

To do this, Convince and Convert recommend delivering content for each point in the research process to target different intent levels.

Planning stage: the customer is only looking for possibilities
Decision stage: the customer has options, and tries to make a choice
Set-up stage: the target customer is in the process of set-up and facing a specific problem.

On to the second point – working an SEO strategy with the Decision-Making Unit (DMU) in mind. More often than not, in B2B industries about 7ish people are calling the shots. How does one accommodate all the possible decision-makers?

Get with your sales team to get inside the minds of the DMU.
Collect competitor, traffic-driving keywords, and organize it based on your identified decision-makers.
Match each identified search query to a landing page tailored to a particular decision-maker within the targeted DMU.

Now for the third and final point. Google has to know where you belong in comparison to other brands. Google’s Knowledge Graph is it’s understanding of the world, and well, your business. Optimize for this ranking factor by:

Reach out to get your brand included in listicles featuring your competitors.
Create a detailed, semantically optimized About page.
Optimize content for branded queries.

There’s much more to cover and Convince and Convert has the details. Read on, folks, read on.

Happy Social Media Day, Carnies!

JUNE 29, 2020

Ahh, social media. Could you imagine a time without it? Hang on, really think about this one. Many of us can remember life before Facebook, Twitter, LinkedIn, and all the others. But let’s keep going back. Back in 1997, when the first social media platform came to fruition, Six Degrees.

Look at how much social media evolved over the 20-ish years it’s been around. Furthermore, the profound impact it’s had on consumers and for the marketing industry. Holy moly, someone get the guacamole!

Okay, now that you’re in a deep-thinking mindset, let’s have some fun. Keep reading to find which social media platform best suits your personality!

Facebook: Well-Rounded. Openness. Sharing.
Twitter: Quirky. Outspoken. Witty.
Snapchat: Genuine. Out-Going. Fun.
TikTok: Trendy. Innovative. Wholesome.
Pinterest: Creative. Clever. Versatile.
LinkedIn: Ambitious. Value-driven. Skilled.
Instagram: Adventurous. Perfectionist. Worldly.
Youtube: Unique. Personable. Storyteller.

Now time to get into a few of our favorite Brand accounts on social:

We’re big fans of National Geographic’s Safari Live content. NG gets one thing right, and its that communication is a two-way street. Viewers tag along with experts on an unparalleled experience, while Facebook Live offers the chance for real-time Q&A sessions.

When you think of TikTok, The Washington Post probably isn’t the first brand to come to mind. But we have to give credit where it’s due. Using TikTok, TWP was able to attach a face (aka Dave) to the brand. This move makes them recognizable and personable.

The Container Store on Pinterest is a true organizer’s dream. Sure, TCS dives into the inspiration, but what really works is their tutorials. Pinterest becomes the perfect platform to show consumers the best way to use TCS products.

Sorry, friends, we’re running out of room. We’re wrapping up with a few honorable mentions: Moonpie’s distinct personality sets them apart on Twitter, while Chewy separates itself from the suit and tie norm of LinkedIn.

Top Facebook and Instagram Updates During June

JUNE 28, 2020

It’s our job to on top of the new and improved within the marketing world. That alone can make your head spin as changes are happening constantly.

AdEspresso is helping us out with the top updates for both Facebook and Instagram. Let’s get started!

Here’s what happened with Facebook:

Have you heard of CCPA? Back in January, the California Consumer Privacy Act went into effect giving CA residents control over their personal info. Fast forward to today, and Facebook is responding with the Limited Data Use feature to help and support businesses to manage the new law.
Three actions Facebook took to advance racial justice include 1) proactively improve policies, products, and programs to detect, handle, and/or remove violating content. 2) Invest in the Black community by committing an additional $200 million to Black-owned businesses, creators, and organizations this year. 3) The creation of Lift Black Voices, a “new destination” meant to amplify voices, share resources, and fundraising.
Commerce shift will eventually be available for Facebook businesses as it’s already on the move within Instagram. This means eligible businesses or creators with at least one product will be able to use shopping features and tags.

Let’s see what the hubbub is over on Instagram:

Instagram wants to support creators using their IGTV platform and that’s where Paid Badges come into play. This new feature is still in beta testing. Currently, IG users are able to show their love during Lives using likes, comments, or donations. The badge feature is meant to bring a new level of support.
Make way, ads are coming to IGTV. Mobile-friendly, 15-second video ads will pop up when users click to watch someone’s IGTV videos from the video’s preview in their Instagram feed.

We couldn’t cover all the details, so head over to AdEspresso. And take a pencil!

The Complete Guide to TikTok Analytics: How to Measure Your Success

JUNE 24, 2020

Turns out Tiktok is becoming one strong brand awareness and traffic-driving platform. Who would’ve guessed?

If you haven’t tried it for your brand yet, take notes from Chipotle, Fenty Beauty, The Washington Post, and others. For now, Hootsuite is going to show us how to use TikTok metrics to amp-up your game.

First things first, you need to have TikTok Pro in order to view analytics. You’ll see performance insights on your overall profile, followers, and content.

What you’ll find inside the Overview Metrics

Followers: Recording this week after week, you’ll be able to trend any growth or decline in followership.
Profile views: Tracking this metric will clue you in on interest surrounding your content.

What to know about your Followers

Obviously, you’ll find demographics here like age, gender, and top territories. You can better cater to your audience, especially on a local level. There are also metrics like…

Follower activity: with this info, post consistently during the time your audience is active.
Videos your followers watched: get a sense of what content your fans love most. Hootsuite recommends checking this often for inspiration as well as to scope out potential collaborations.

What you can learn from the Content tab

Trending videos: shows your top videos with the fastest growth in viewership over the past seven days. Study these and make more of them.
Average watch time: the average amount of time people spent watching your video. This will show you how successful you were at maintaining attention.
Traffic source types: where traffic for your post comes from. Meaning from your feed, your profile, Following feed, sounds, searches, or hashtags.

We only covered a snippet. Read on to discover more about TikTok analytics from Hootsuite.

How to Combine Your Email Marketing and Chatbot Strategy to Drive Engagement

JUNE 23, 2020

Dear fam, we’re gathered in your inbox today to witness the joining of email marketing and chatbot strategy. No worries, we’re cutting this ceremony short and jumping to the good stuff.

Sendpulse is teaching us how to leverage the power of email and chatbots to drive engagement.

Effectively grow your email list using a chatbot. Since chatbots are more conversational, users tend to be more responsive to them versus the disruptive nature of lead forms or pop-ups. So how does one ask for an email address via a chatbot?

Sendpulse recommends establishing triggers. Find out which specific actions visitors take on your site that reflect interest. For example, place your chatbot on top-performing blogs instead of your homepage.
Chatbots can also be used to offer valuable incentives. Think of content pieces like eBooks, guides, demos, and so on.

Take advantage of chatbots to segment your email list and cater to individual needs. It’s been reported that marketers found a 760% increase in email revenue from segmented campaigns.

Configure your chatbot to collect specific data like demographics, personas, sales funnel stage, prior purchases, or website behavior. Doing this will help you segment prospects based on their qualifications.
Then, leverage the collected info to personalized and targeted emails.

Let your chatbot do the heavy lifting when you’re offline. When someone visits your website at 2 am, your chatbot can have a convo with them, offer a personalized solution, and convert them into a warm lead. All while you’re in snoozeville.

Once your chatbot does the heavy lifting by grabbing that warm lead, you can then capitalize by guiding them through the funnel. Share content like case studies, testimonials, or reviews.
Continue to build credibility and begin to encourage action like booking a call with the sales team.

Sendpulse covers 2 more strategies. Go get ’em, folks!

Even B2B Audiences Want Emotion in Their Content

JUNE 22, 2020

Need to know the majority age range of your audience – it’s a quick trip to Google Analytics. Same deal for gender, location, and many other demographics. A few polls via Instagram Stories can give you insight on interests, and platforms like Twitter can help you hone in on the language your fans are using.

But when’s the last time you asked a loyal customer how they feel? Content Marketing Institute is helping us build trust in the B2B industries by understanding how to incorporate emotion.

What buyers are really asking for?

Great uncertainty continues to lie on our shoulders and decision-makers are looking to brands to provide insight. Of course, we’re talking about the impact of the pandemic. As marketers, we have to meet this expectation. Now, it’s time to prioritize content that fills the emotional needs.

In B2B, experts see that customers “look for brands to help them feel more confident and in control of their work priorities.”

How can B2B brands bring emotion into their content?

Position your brand as an empathetic partner. Think about the shared benefits between your offering and the customer’s goals. Then create stories from those benefits where the customer is the hero.
Be a positive force. Your customers are worried about their own goals. And as crisis fatigue sets in, allow your brand to be a clear path for recovery by becoming the guide that solves their problems.
Take baby steps over large changes. After all, our norm has been flipped upside down, so adding to that overwhelm makes zero sense. Break your brand’s experience into stages. Then create content that emphasizes easy wins and where a collection of those wins can lead.

Smash that button because CMI goes into more detail and advice.

How to Network Online Like a Champ

JUNE 22, 2020

Networking and conferences look a smidgen different nowadays…aka – it went virtual. It’s a little chaotic and full of tech issues, but the camaraderie is more alive than ever.

Sure, in time, in-person conferences will come back bigger than ever. For right now though, Moz is showing how to jump into the virtual networking pool.

Keep a weather eye out for opportunities such as…

Live Chats whether it’s through an actual event platform, or via a Twitter/Reddit thread.
Ask Me Anything interviews or Q&A panels for your chance to chat with an expert after their presentation.
Hyper-specific mini-conferences, or break-out sessions on a pre-determined topic.
Select Facebook Groups that you’re excited to learn from and will be committed to.

Speaking of commitment, what does meaningful interaction look like?

Bring your perspective to the table. Your insight can bring a lot of value to the conversation by offering a different side to the original comment or by building on it.
If you have knowledge to share, say it loud, friend. Doing this can position yourself as an expert and form connections with like-minded people.
When it makes sense, back yourself up with resources whether you ask a question, answer one, or responding to a comment. Putting this to practice will help establish your credibility.
Here’s one last tip – don’t forget to speak with kindness. As we’re cemented in front of computer and phone screens, we’re forgetting it’s a person on the other end.

You found a few networking opportunities, you’re jumping all in, but a real pro doesn’t stop there. It’s the follow up that makes the lasting difference.

When interacting with like-minded folks, make a “Want-to-Meet” list. These are folks you want to reach out to later whether for new talent, professional partnerships, or a debate buddy.
Invite your new friend to regular 1:1 meetups. We’re big fans of the morning coffee chat but that’s just us.

Visit Moz for all the details on becoming a pro networker.

GDPR and social media: What marketers need to know

JUNE 17, 2020

Did ya’ll know as of January 2020, $126 million+ fines were issued to companies who violated GDPR.

Making sure our fam of sharp marketers doesn’t fall into that stat, we’re taking a refresher course. SproutSocial is covering the 2018 data protection law implemented by the EU known as General Data Protection Regulation.

What the heck is GDPR? SproutSocial makes it clear, “…businesses can’t collect or process the data of consumers without consent.”

Is GDPR relevant to non-EU businesses? Absolutely, it is! If your business is attempting to gather visitor data or sell goods/services to customers within the EU, you need to follow GDPR law.

How GDPR impacts social platforms?

Facebook & Instagram- details usage of in-product notifications, the privacy control center, and internal documentation to remain GDPR-compliant.
Twitter – highlights role as controller/processor, and how the platform’s Tailored Audience Program is impacted by GDPR
LinkedIn – open about how the ad platform leverages data under GDPR.
Pinterest – explains how the company treats its users’ data.
TikTok – has a privacy policy broke down by region and launched “Family Safety Mode.”

The big-picture relationship between GDPR and social media. It’s meant to give folks peace of mind and more ownership of their data.

Emphasize trust throughout your marketing efforts by posting more than promotional content, putting an actual “face” to your business by featuring employees or customers, and paying close attention to your reputation.
Avoid a data breach by cutting loose ends on social media security. Do this by setting up an approval process and limiting access to your social accounts to a select few. Also, take advantage of using the two-factor authentication across your social media accounts and third-party tools.
Strive to build customer relationships through multiple touchpoints. Reach out, share shout-outs, and focus on positive customer interaction.

We couldn’t cover everything here, but SproutSocial has what you need. Smash that button!

20+ Killer Tips to Promote Your Online Store

JUNE 16, 2020

Every so often we come across resources littered with actionable tips. This is one of those times.

With the help of Sendpulse, we’re learning about effective strategies to promote an online store using SEO, Facebook, Google, Email, and even TikTok. Grab your bathing suit cause we’re diving in!

SEO TIP: The window into a page, the title tags and meta descriptions should be precise, understandable, and natural. Make each unique and focus on what the user might type into a search box.
SEO TIP: Get images web site ready. Do this by using an alt tag within the image code. This makes the image comprehensible for a search robot. Also, optimize for load speed by compressing images and using the jpeg file format.
Facebook TIP: Take time to prepare your ad campaigns with these essential steps – 1. Create a Business Page that offers necessary details like contact info, shipping terms, etc. 2. Get your pixel set up. 3. If you sell physical items, create a Facebook Page Shop.
Facebook TIP: The fewer steps customers need to take, the higher chance they will make a purchase. Shorten the buying process by adding prices right in the posts, use Shoppable tags on IG, or add payment options right on your social media page, or Messenger chatbot.
Google TIP: Take advantage of Google Display ads to spread awareness to a larger audience. Display ads allow you to launch text ads, add media, and use interactive elements to warm up an audience through different channels.
Google TIP: Add your goods to Google’s Merchant Center and let users see all there is to know about your store. Merchant Center gets your product info like prices and availability into Google.

We just scratched the surface. Read on for more tips to amp up your online store.