Tag Archive | "2018"

Daily Search Forum Recap: October 19, 2018

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


Search Engine Roundtable

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Daily Search Forum Recap: October 17, 2018

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


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How to get real followers for Instagram in 2018

With 25 million business profiles on Instagram, we’re living in a time where it is not enough to simply have a social media presence to get real followers on Instagram. You have to attract the right kind of Instagram users to gain that crucial social proof to help your brand stand out.

This is a sponsored post

Whether we like to admit it or not, you could have the best product in the world, but if you only have a few followers on Instagram people will immediately begin to discredit it.

At the same time, your competitor could have a mediocre product, but be driving more sales than you because of the social validation they’ve gotten from their followers on Instagram.

Don’t worry, we get it 💪

Growing your account can feel like a tedious and time-consuming task. But with 60% of users finding products via Instagram, your brand simply CANNOT afford to ignore Instagram as a marketing channel. You need to attract the right Instagram users that are going to convert into more likes, comments, clicks, and most importantly, fans of your brand.

Today, we’re breaking down the 7 crucial categories you need to focus on to simplify using Instagram for business and get real followers on Instagram in 2018. Here’s what we’ll cover:

 

  1. Optimizing Your Instagram Bio
  2. Creating Quality Instagram Content
  3. Crafting Instagram Captions
  4. How to Hashtag on Instagram
  5. Using Instagram Stories
  6. Instagram Giveaways
  7. Instagram Influencer Marketing

 

1. Optimizing Your Instagram Bio

First impressions are everything. When it comes to Instagram, impressions are made in two-tenths of a second. To grow your Instagram organically and gain the right kind of followers, your potential followers need to know exactly who you are, what you do, and why they should care.

Your Instagram bio is the first thing people see when they land on your page, so make sure your bio section captures your visitors’ attention from the get-go. Do this right and you’ll be ahead of 95% of brands out there on IG.

Here’s what you’ll want to include in your Instagram bio:

Headline & Keyword

Clearly state your brand name and then add a keyword that describes who you are. Adding a particular niche, job title, or interest to your headline helps your users get to know you and understand what you do.

@Planoly uses the keywords “Planner for Insta” to clearly showcase their scheduler tool and drive traffic from anyone that might be searching for their type of service via the Instagram app.

 

The headline is also searchable, so make sure you choose a keyword that your followers would associate with your page to increase organic traffic.

Body section

The body section is the bulk of your Instagram bio and should contain the majority of your description. Keep it clean and organized with a bullet point format, while clearly describing who you are in your brand’s voice.

About you

First, include a condensed version of your mission statement or company slogan to let people know what you’re all about. Remember, you’re limited to 150 characters here, so be short & precise.

You can also add anything that gives your page some personality – like your location or a branded hashtag. (Don’t forget to throw in some 🔥🤩🌹)

Call to action 📢

Most importantly, include a call-to-action statement that entices your followers to click on the URL provided. Adding phrases like “Click below for 10% off” or “Check out our new arrivals” can help convert your followers into real customers.

 

Entice the click

Try adding some emojis like @Puravidabraceltets to really catch the eye of your followers and drive them to your link!

 

 

 

 

 

 

Social proof

Be sure to include a line that gives your page credibility. This can be a feature in a publication, a certification you’ve achieved, or a social cause your brand gives back to.

The body section of @Sugarbearhair’s bio clearly states exactly what their product is, while speaking to their audience and showing social proof.

 

 

URL

This is the only section you have to place a link on Instagram, so use it wisely. Typically, you’ll want to provide a direct link to your website, blog, or specific landing page that coordinates with your call-to-action.

 

 

 

 

 

 

 

 

2. Creating Quality Instagram Content

 

 

With now over one billion users, Instagram is THE visual platform. Every post you share on Instagram should be high-quality and complement your brand image. Never sacrifice quality for quantity (just save those for Instagram stories 😉).

Nowadays however, it isn’t as simple as posting an “Insta-worthy” photo. Because new potential followers are going to get their first impression of your brand from your Instagram’s aesthetic, the quality of your individual posts have to reflect throughout your entire grid consistently.

To get real followers on Instagram, keep these two key concepts in mind:

 

Signature style

First and foremost, your brand should be the focus of your page. Whether you are a business or an influencer, you’ll want to make sure that each and every image you post reflects the purpose of your page. Even one random image can ruin a grid.

Once you pinpoint your focus, take your page to the next level by centralizing around a theme with at least one consistent element that links all of your photos together.

“Engaging photos and video is absolutely essential on Instagram. Not only should your content be high quality but it should also communicate something interesting and important to you. When you create content that you are excited about you will naturally find an audience that is excited about it too.”

Emma Chapman, Color Story Co-Founder

Digital design kit and mobile application

 

 

 

Filters

Apply the same filter to all of your photos for a quick and easy way to create flow and cohesion. We love the apps A Color Story and VSCO.

Color scheme

Find a distinct color scheme that works for you and sprinkle it in throughout your grid.

Is your brand bright and colorful? Minimalistic with lots of negative space? Outdoorsy with beautiful sceneries? Pick a style and consistently stick to it in every post.

 

 

 

 

Variety of content

With Instagram, you want to create a sense of community and lifestyle around your brand so that new followers can easily identify and picture themselves using what you have to offer. No one wants to look at a product catalog, so be sure to mix it up with both lifestyle and product photos!

 

Creating Your Content

Variety is KEY! You’ll want to create different types of photos like detail shots, flatlays, and lifestyle images to keep each post feeling new and exciting. Any opportunity you get to show your product on a model or in action, take it!

Adding to Your Mix

Once you have gathered all of your own original content, enhance your grid by cycling in stock photos, relatable quotes, and user-generated content. These can be a lifesaver for making your content last much longer, especially if you have a non-visual brand or service.

 

 

 

 

Instagram is a platform for visual storytelling. Instead of trying to stand out, just be authentic. We shoot the photography in-house and hand-curate what we post; we don’t recycle content from our Facebook or Twitter feeds. Instagram should be its own, unique channel.

Laura Casanova, VP, Creative at ONTRAPORT

Business automation software

 

 

Organizing Your Grid

Ensure that all of your high-quality images will look #flawless together on your feed by using a scheduling app like Planoly or Later. These apps give you a preview of how all your photos will look before you post them! Mix and match until you get a well-balanced grid.

 

Creating a cohesive Instagram brand is one of the best ways to attract your target audience and get more followers. Pre-planning your Instagram aesthetic with a visual Instagram planner like Later is key, it helps you make sure your feed flows by allowing you to see all of your upcoming content at-a-glance.

Taylor Loren, Head of Marketing at Later

A far-famed Instagram Posts Scheduler

 

 

 

60 / 40 rule

At least 60% of your grid should include your product or service directly. The other 40% can be lifestyle shots, stock images, or quotes that all speak to your community.

@originalgrain built their community of “the travel seaking gentleman” by complimenting their product shots with scenic stock images and user generated content.

 

 

 

 

 

 

 

 

3. Crafting Instagram Captions

 

 

The money is made in the captions.

Your Instagram captions should enhance your post by giving more context, value, and insight into what is happening beyond the image. Let your audience get to know your brand on a higher level.

Rather than describing what is in the picture, try telling the story behind it, why is it you do what you do, or news regarding your brand.

 

Brand Personality

Show some personality behind those captions! The more your brand’s voice shines through, the easier it will be for your followers to connect with your post.

Call-to-action

Include some type of call-to-action to entice users to comment and get the conversation started! Comments are weighed heavily in the new Instagram algorithm, so the more comments the better.

Try asking a question or having users tag a friend to get even more traffic and engagement back to your page.

@Toneitup has the right idea! They speak to their fitness community in a laid-back, yet personal tone and ask users to tag a friend to join their workout.

 

 

4. How to Hashtag on Instagram

Instagram posts with at least one hashtag have 12.6% more engagement than those without.

The best way to expand your reach on Instagram: HASHTAGS. We know hashtag research can seem a little daunting, but stick to these easy steps and you’ll have a perfect set of hashtags in no time!

Brainstorm

Think of words your customers would use to describe your product or service. Since they are the ones that will be searching these hashtags, it is important to get into the mind of your audience.

Is there a certain community you are trying to tap into?

Using hashtags like #brooklynlife or #mommystyle are great niche specific hashtags that will link you directly to your ideal target audience.

If you’re really stuck, check out what your direct competitors are using to generate some ideas.

Qualify

The biggest mistake with hashtags is using ones that have way too much or far too little traffic. You’ll want to find hashtags that have about 4K-800K posts associated with them to get the optimal amount of exposure.

The more specific a hashtag is to your industry the better. You want the hashtags to be big enough that people are actually searching for it, but not so big that your post will be lost in the clutter.

 

Keep in mind that users can now follow a hashtags, similar to following a brand’s Instagram account, making hashtags even more essential to get real followers on Instagram.

 

Store & Save

Once you start compiling your qualified hashtags, break them up into 5-7 sets of about 10-20 niche specific tags. Store them in the note section of your phone for easy access and be sure to switch them out every so often.

Post

When it comes time to post, copy and paste your list of hashtags into the first comment of your image. This helps to keep your post looking clean while still tagging the picture and getting you more exposure. Although we recommend around 10-20, you can include up to 30 hashtags per post, so add a few more hashtags specific to this image and hit share. And that’s it! Easy enough, right?

 

5. Using Instagram Stories

Instagram Stories are quickly becoming one of the best marketing tools for brands. From behind the scenes check-ins to exclusive sales, you can use this feature to build brand identity and connect in real-time with updates beyond the scope of your IG Grid.

 

Features

Just like your Instagram grid, your IG stories should be cohesive with your brand imagery and voice, but with a “live view” feel. This is your chance to be sporadic and authentic with your followers. Since stories only stay up on your page for 24-hours, you have a little more wiggle room to play around with.

Exposure

Using the Stickers Feature, tag your story at a certain location or include a relevant hashtag. This allows your story to pop up on the corresponding explore page, giving you another opportunity to increase your story’s reach!

 

 

 

 

@Socialstatic interacts with their followers by utilizing the question feature and maximizes exposure using the location sticker. Win-win!

 

Highlights

Instagram Highlights are collections of Stories that give new potential followers an idea of what your page is all about. Rather than disappearing after 24-hours, Highlights are saved right under your bio and act as a more interactive “about you” description.

The possibilities for Instagram Highlights are truly endless, but some commonly used categories include: how it works, new products, and behind-the-scenes.

 

Take it up a level by adding matching covers to all of your Instagram Highlights to ensure your page stays organized and on brand!

 

Not much of a designer? Go to Fiverr.com and pay $ 5 for a professional designer to get your Instagram Highlights looking fresh.

 

6. Instagram Giveaways

Instagram accounts that hold contests can achieve 70% faster follower growth compared to those that don’t hold contests.

Hosting an Instagram contest is a tried and true method to not only reward your loyal followers, but also gain exposure and get new real followers on Instagram.

There is a lot of planning that goes into running a successful Instagram giveaway. You’ll want to consider things like budget, picking the right incentive, and most importantly the goal of your Instagram contest.

If your goal is to grow your following with an Instagram giveaway, these are the four best entry methods.

Comment-to-Win

These contests require your followers to comment on your contest photo. Then, winners are chosen from the pool of commenters.

To increase exposure, have the requirement be to tag a friend (or two) in their comment. Voila: double the Instagram exposure. You can even go as far as counting each tag as an entry, further incentivizing your followers to tag more friends for a better chance to win.

Follow-to-Win

For this type of contest, consider collaborating with another complimentary brand (or group of brands) in your niche. Contest participants can enter by following all of the accounts involved in the giveaway.

Because your page will be exposed to the followers of the brands you are collaborating with, you’ll want to make sure you pick a brand that has your ideal target audience. This will help ensure that these new followers will have a genuine connection to your page and stick around long after your contest is over.

 

Double up on a couple of tactics like @nenaandco to maximize engagement.

 

Post to win

Participants re-post a picture that you provide or share their own original content showcasing your brand to their feed. By sharing these pictures, your fans are grabbing the attention of their own followers to give you a mini-shoutout.

This gives your followers a chance to get creative and gives you lots of free user-generated content.

However, you’ll want to make sure you already receive high engagement on your page to confirm there is enough brand loyalty to ensure participation.

 

“When you collect media via a contest you shouldn’t leave it sitting on Instagram for no-one to see. You can build a Gallery and embed it on your site so users can see the content and engage with it. This is more likely to drive sales of your products. Gleam offers a beautiful UGC Gallery app to allow you to do just this.”

Stuart Mackeown, Gleam Co-Founder

Business Growth Platform

 

Remember this? In 2017, Sunny Clothing Co hosted a post-to-win contest where users had to repost this now infamous red bikini picture to receive a free swimsuit. Soon enough, everyone’s feed was flooded with this picture, which exponentially increased their brand awareness.

Unfortunately, the brand received far more entries than expected and did not have enough inventory to handle the high volume of participants.

Take Away: Post-to-win giveaways can do tremendous things for your brand awareness, but make sure you have the right requirements and are prepared to live up to your promise.

 

Hashtag-to-Win

Similar to post-to-win, participants post their own image or an image you provide on their feed, but also include a certain branded hashtag.

While this can be the toughest type of giveaway to pull off, if the hashtag trends, the exposure can be pretty substantial. You’ll want to make sure you pick a unique hashtag specific to your contest, ideally centralized around your contest theme.

Tracking the success of your giveaway is almost as important as the giveaway itself. Save yourself some time and get clear insights from Gleam’s Instagram contest tool that simplifies the entry process and make tracking participant an breeze.

 

7. Instagram Influencer Marketing

More than 90% of marketers who use an influencer marketing strategy today believe it’s effective for increasing customer engagement.

Here’s our go-to-guide for how to find influencers:

Set your budget

Determine your budget and what level influencer you want to target. A general rate is $ 1,000 per 100,000 followers, but can vary depending on industry. If you have a lower budget, you may consider going after a micro-influencer who may have a bit of a smaller following, but who’s audience is very niche specific and value said influencer’s opinion highly.

Define your niche

Figure out who has a voice in the community. When in doubt, a simple Google search of the top Instagram accounts in your field can be a great place to start. Platforms like Famebit and Tribe Group help you discover and connect with influencers by interest or category.

Qualify your list

Once you have your list of prospective influencers, make sure they are going to be a good fit. Note how many followers they have, their average likes & comments, and what social platforms they are on to pick the best influencer to collaborate with.

 

Build your community

Engage with their content so they are familiar with your name. Once a bit of a relationship is established, reach out with a genuine message that states why you both would work well together.

And that’s it! Seven easy steps to optimize your business’ Instagram account for growth. Implement even just a few of these tips and you’ll be well on your way to getting more real followers on Instagram and becoming an Instagram marketing expert.

For more daily marketing tips, be sure to follow us on Instagram @Kicksta.co.

The post How to get real followers for Instagram in 2018 appeared first on WebProNews.


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Daily Search Forum Recap: October 11, 2018

Here is a recap of what happened in the search forums today…


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Daily Search Forum Recap: October 5, 2018

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


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Daily Search Forum Recap: October 3, 2018

Here is a recap of what happened in the search forums today…


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Daily Search Forum Recap: October 2, 2018

Here is a recap of what happened in the search forums today…


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A Slice of MozCon Magic: The 2018 Video Bundle is HERE!

Posted by HayleyBowyer

Your tweets haven’t gone unnoticed — we know the MozCon #FOMO is very real. Many of you would be there in a second if it weren’t for busy schedules and pesky back-to-back meetings. So, while you’re hard at work, we’re here to make one thing easy: providing you with the insights you need whenever you need them.

Yes, that’s right — the MozCon 2018 Video Bundle is here and we can’t wait share it with you!

Ready to dive in? Feel free to skip straight to the fun part!

Buy the MozCon 2018 Video Bundle

Did you attend MozCon 2018? You’re in luck! The full video bundle is included with your ticket price. Check your inbox for an email with a link to exclusive video access. Can’t find it? Email us — we’re happy to help!

If you weren’t able to make it, MozCon 2018 was awesome, to say the least. I’m not just saying that because I want to see you at MozCon 2019, but because, in just three short days, I witnessed magic happen.

No, not the kind you find at Disneyland (even though I firmly believe MozCon is Disneyland for marketers… but that’s another story), but the kind you find when you bring hundreds of people together from different walks of life, each with their own special talents, and watch them create one of the most thought-provoking, engaging, and inclusive communities I’ve ever seen. They fostered a wealth of knowledge and resources that left everyone with plenty of new ideas and answers to marketing’s most challenging questions. That, coupled with the impressive speaker line up and innovative topics, made 2018 one of the best MozCons to date. I am honored to have been a part of it.

Even our attendees thought so:

99.1% of attendees said they were either satisfied, very satisfied, or extremely satisfied with the conference overall.

And when it came to the topics, 77.8% said the topics were just the right amount of advanced — there was plenty to learn, but we weren’t too overwhelmed.


Here’s what Lily Ray, SEO Director at Path Interactive, had to say about MozCon 2018:

I’ve made MozCon an annual ritual. I leave each year feeling invigorated with new ideas, new skills, and a refreshed approach to client strategies. The information I’ve learned at MozCon has improved my abilities as an SEO and has led to better results for my clients.


I hope you experience a slice of MozCon magic with the MozCon 2018 Video Bundle. With it, you’ll gain access to 12 hours of content full of actionable tactics you can instantly put to work for you and your team. The sessions are sure to help energize your online marketing strategy.

What you’ll get:

For just $ 299, you can enjoy the full MozCon experience from the comfort of your home or office. The bundle includes:

  • 26 full-length videos from some of the brightest minds in digital marketing
  • Instant downloads and streaming to your computer, tablet, or mobile device
  • Downloadable slide decks for presentations

Buy the MozCon 2018 Video Bundle

Not convinced yet? Watch a session now… for free!

To help you decide whether the video bundle is right for you, we’re sharing one of our highest-rated sessions with you for free! In this session, Moz’s own marketing scientist and SEO extraordinaire Dr. Pete Meyers discusses mapping keywords to searcher intent and capitalizing on the promise of ranking to drive results that attract clicks and customers. Enjoy!

Ranking is a Promise: Can You Deliver? with Dr. Pete Meyers

Finally, a BIG thank you to the team who made MozCon and this video bundle possible. We love sharing all this knowledge and couldn’t do it without the support of our vendors, partners, and the entire MozCon team.

And to the community, we wish you happy learning and hope to see you at MozCon 2019!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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The E-Commerce Benchmark KPI Study: The Most Valuable Online Consumer Trend of 2018 Revealed [Video]

Posted by Alan_Coleman

The latest Wolfgang E-Commerce Report is now live. This study gives a comprehensive view of the state of digital marketing in retail and travel, allowing digital marketers to benchmark their 2018 performance and plan their 2019 strategy.

The study analyzes over 250 million website sessions and more than €500 million in online revenue. Google Analytics, new Facebook Analytics reports, and online surveys are used to glean insights.

Revenue volume correlations

One of the unique features of the study is its conversion correlation. All website metrics featured in the study are correlated with conversion success to reveal what the most successful websites do differently.

This year we’ve uncovered our strongest success correlation ever at 0.67! Just to give that figure context: normally, 0.2 is worth talking about and 0.3 is noteworthy. Not only is this correlation with success very strong, the insight itself is highly actionable and can become a pillar of your digital marketing strategy.

And the stand out metric is (drumroll, please!)…

Number of sessions per user.

To put it plainly, the websites that generate the most online revenue have the highest number of sessions per user over 12 months. Check out the video below to get a detailed explanation of this phenomenon:

Video transcript available below

These are the top factors that correlated with revenue volume. You can see the other correlations in the full study.

Click to see a bigger version

  • Average pages per session (.37)
  • Average session length (.49)
  • Conversion rate by users (.41)
  • Number of sessions per user (.67)
  • Percentage of sessions from paid search (.25)

Average website engagement metrics

Number of sessions per user Average pages per session Average session duration Bounce rate Average page load time Average server response time
Retail 1.58 6 3min 18sec 38.04% 6.84 1.02
Multi-channel 1.51 6 3min 17sec 35.27% 6.83 1.08
Online-only 1.52 5 3min 14sec 43.80% 6.84 0.89
Travel 1.57 3 2min 34sec 44.14% 6.76 0.94
Overall 1.58 5 3min 1sec 41.26% 6.80 0.97

Above are the average website engagement metrics. You can see the average number of sessions per user is very low at 1.5 over 12 months. Anything a digital marketer can do to get this to 2, to 3, and to 4 makes for about the best digital marketing they can do.

At Wolfgang Digital, we’ve been witnessing this phenomenon at a micro-level for some time now. Many of our most successful campaigns of late have been focused on presenting the user with an evolving message which matures with each interaction across multiple media touchpoints.

Click through to the Wolfgang E-Commerce KPI Report in full to uncover dozens more insights, including:

  • Is a social media engagement more valuable than a website visit?
  • What’s the true value of a share?
  • What’s the average conversion rate for online-only vs multi-channel retailers?
  • What’s the average order value for a hotel vs. tour operator?

Video Transcript

Today I want to talk to you about the most important online consumer trend in 2018. The story starts in a client meeting about four years ago, and we were meeting with a travel client. We got into a discussion about bounce rate and its implication on conversion rate. The client was asking us, “could we optimize our search and social campaigns to reduce bounce rate?”, which is a perfectly valid question.

But we were wondering: Will we lower the rate of conversions? Are all bounces bad? As a result of this meeting, we said, “You know, we need a really scientific answer to that question about any of the website engagement metrics or any of the website channels and their influence on conversion.” Out of that conversation, our E-Commerce KPI Report was born. We’re now four years into it. (See previous years on the Moz Blog: 2015, 2016, 2017.)

The metric with the strongest correlation to conversions: Number of sessions per user

We’ve just released the 2019 E-Commerce KPI Report, and we have a standout finding, probably the strongest correlation we’ve ever seen between a website engagement metric and a website conversion metric. This is beautiful because we’re all always optimizing for conversion metrics. But if you can isolate the engagement metrics which deliver, which are the money-making metrics, then you can be much more intelligent about how you create digital marketing campaigns.

The strongest correlation we’ve ever seen in this study is number of sessions per user, and the metric simply tells us on average how many times did your users visit your website. What we’re learning here is any digital marketing you can do which makes that number increase is going to dramatically increase your conversions, your revenue success.

Change the focus of your campaigns

It’s a beautiful metric to plan campaigns with because it changes the focus. We’re not looking for a campaign that’s a one-click wonder campaign. We’re not looking for a campaign that it’s one message delivered multiple times to the same user. Much more so, we’re trying to create a journey, multiple touchpoints which deliver a user from their initial interaction through the purchase funnel, right through to conversion.

Create an itinerary of touchpoints along the searcher’s journey

1. Research via Google

Let me give you an example. We started this with a story about a travel company. I’m just back from a swimming holiday in the west of Ireland. So let’s say I have a fictional travel company. We’ll call them Wolfgang Wild Swimming. I’m going to be a person who’s researching a swimming holiday. So I’m going to go to Google first, and I’m going to search for swimming holidays in Ireland.

2. E-book download via remarketing

I’m going to go to the Wolfgang Wild Swimming web page, where I’m going to read a little bit about their offering. In doing that, I’m going to enter their Facebook audience. The next time I go to Facebook, they’re now remarketing to me, and they’ll be encouraging me to download their e-book, which is a guide to the best swimming spots in the wild west of Ireland. I’m going to volunteer my email to them to get access to the book. Then I’m going to spend a bit more time consuming their content and reading their book.

3. Email about a local offline event

A week later, I get an email from them, and they’re having an event in my area. They’re going for a swim in Dublin, one of my local spots in The Forty Foot, for example. I’m saying, “Well, I was going to go for a swim this weekend anyway. I might as well go with this group.” I go to the swim where I can meet the tour guides. I can meet people who have been on it before. I’m now really close to making a purchase.

4. YouTube video content consumed via remarketing

Again, a week later, they have my email address, so they’re targeting me on YouTube with videos of previous holidays. Now I’m watching video content. All of a sudden, Wolfgang Wild Swimming comes up. I’m now watching a video of a previous holiday, and I’m recognizing the instructors and the participants in the previous holidays. I’m really, really close to pressing Purchase on a holiday here. I’m on the phone to my friend saying, “I found the one. Let’s book this.”

Each interaction moves the consumer closer to purchase

I hope what you’re seeing there is with each interaction, the Google search, the Facebook ad which led to an e-book download, the offline event, back online to the YouTube video, with each interaction I’m getting closer to the purchase.

You can imagine the conversion rate and the return on ad spend on each interaction increasing as we go. This is a really powerful message for us as digital marketers. When we’re planning a campaign, we think about ourselves as though we’re in the travel business too, and we’re actually creating an itinerary. We’re simply trying to create an itinerary of touchpoints that guide a searcher through awareness, interest, right through to action and making that purchase.

I think it’s not just our study that tells us this is the truth. A lot of the best-performing campaigns we’ve been running we’ve seen this anecdotally, that every extra touchpoint increases the conversion rate. Really powerful insight, really useful for digital marketers when planning campaigns. This is just one of the many insights from our E-Commerce KPI Report. If you found that interesting, I’d urge you to go read the full report today.

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Daily Search Forum Recap: September 28, 2018

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web…


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