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SearchCap: Google My Business Insights, search industry honors Barry Schwartz, more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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SearchCap: The open marketing cloud, Bing improves web crawler efficiency, more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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Twitter Ad Chief: We’ve Never Been More Clear About What is Our Superpower

Twitter ad chief Matt Derella is at Advertising Week in New York City spreading the message that Twitter video advertising is the best platform to reach valuable audiences when they are most receptive. He says Twitter has never been more clear about what is our superpower.

Matt Derella, Global Vice President, Revenue and Content Partnerships for Twitter, discussed why Twitter is valuable for advertisers on CNBC at Advertising Week in New York:

Twitter Video Ads Now Generate Over 50% of Revenue

If you look back to our previous quarter our ads business is incredibly strong right now growing over 27 percent year-on-year and its broad-based all around the world. I think that’s because we’re continuing to innovate and bring new products to bear. Video, in particular, is now over 50 percent of our revenue and marketers are getting great results from using it.

I was just on stage here at AdWeek sitting down with the head of digital at Nestle and he’s talking about the fact that two of his biggest brands,  DiGiorno and Lean Cuisine, Twitter was the number one platform among social platforms for return investment. As long as the results are there we’re going to continue to grow our business with our customers and continue to earn their trust.

We Want to be Really Transparent About Political Ads

Well, being completely transparent, I think Jack Dorsey (Twitter CEO) modeled this when he went to DC and actually talked to the regulators and the congressmen. We want to be really transparent about what we’re doing. There are some serious issues facing all services that are global in nature like ours we’ve taken some very tangible action just in the last few months.

You’ve heard about our Ad Transparency Center. This is a searchable database where anybody can go and see all the political advertising on Twitter and who is funding it. We’ve also introduced labels around all the political advertising so they’re clearly demarcated so you know and have trust in where that message is coming from.

Lastly, just on spam, we’re doing more than we ever have. Two times the amount of spam is being taken off the platform compared to just a year ago. This is what we’re talking to marketers about and content partners about to continue to get better.

Brands Can Target Very Specific Conversations

A big part of philosophically how we designed the platform is so that control goes in the hands of the advertiser. We have targeting that allows you to target just specific conversations. If you’re a brand who wants to connect with the NBA and all the conversation having around that that’s something that our tools allow to do.

I’m in charge of content partnerships and our content business has been flourishing. We’re helping partners grow their business. One of the great things about how we designed it is that marketers can actually choose the specific content that they want to align with and ensure that brand safety and brand alignment that’s so important for them.

We’ve Never Been More Clear About What is Our Superpower

The primary driver of everything we do is to help serve that public conversation that’s so unique to Twitter. Great content, whether it’s the World Cup highlights, that we had every single goal here in the US from the World Cup with Fox, is a great place for us to get video and bring that public conversation around it and it’s great for consumers. It also happens to be terrific for marketers who want to align with that passion here at Advertising Week.

I think for Twitter we’ve never been more clear about what is our superpower, we have the most valuable audiences when they’re most receptive. If you’re going to launch something new Twitter is the place to start because we have those valuable audiences when they are the most receptive. That’s the message we’ve been going with and we have the data to back it up. I think we have a very defensible position going forward with marketers.

We have to focus on the long-term and really what’s been incredibly encouraging is hearing from some of the most important influential CMO’s around the world supporting us as we make the decision to focus on the health of the service in the long term. Some of the decisions that we’re making, the hard decisions that might impact short-term metrics, but ultimately it’ll be the right thing for the platform.

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SearchCap: Taking pitches for SMX West, Amazon ads skyrocketing, Google AMP & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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SearchCap: Shoppable Image ads debut at Google, GMB testing new feature, building citations & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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SearchCap: Google’s exact match close variants, EU copyright, Google goofs on hurricane Florence & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales

Sometimes we feel in two minds about things. For example, imagine you’re out for dinner. Fabulous meal. Wonderful company. And…

The post How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales appeared first on Copyblogger.


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Report: Google Showing More Search Snippets With Images

STAT, a search analytics tool shared a graph on Twitter Friday showing that they saw a 10 point lift in the number of search results snippets that include images in the snippets. Now almost 65% of the queries they track show images in snippets in the top 100 results.


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SearchCap: Take our Amazon survey (please!), SMX Advanced session recap & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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How to Define Buyer Persona for More Successful Marketing

Do you really know who your customers are? You might believe your product is popular among millennials when in reality your main consumers are 50-year-old housewives. Not knowing who buys your products will lead to disappointed consumers and an ineffective marketing strategy.

Unfortunately, a lot of companies do not understand what their customers want and need. In one survey, Brandshare discovered that more than half of 11,000 of respondents who took part in one brand engagement activity felt companies don’t do enough to find out about their needs.

This disconnect with consumers can have dire consequences. Another study showed that a lot of consumers have “broken up” with their favorite brand because of irrelevant or poor marketing messages. One way to avoid such a disaster is to have a buyer persona.

What is Buyer Persona?

Buyer personas are generalized, fictional representations of a brand’s ideal customers. Also known as marketing personas, they help companies understand the customer they’re trying to attract and relate to them as real people.

A buyer persona helps all aspects of your business. It is essential in developing a solid marketing strategy and coming up with relevant content. It also helps in product design and development, the follow-up of sales leads, client acquisition and retention, and improvement of customer service.

But do not think of a buyer persona as a simple profile or you’ll end up with too many personas and not enough information to devise a marketing strategy.

Why is Knowing Buyer Persona Important?

Buyer personas are important because they can help brands understand their customers and prospective clients. Once you have nailed your brand’s buyer persona, you will have crucial insights into what your customers think about your business and how they feel about conducting it with you.

These details will assist you in aligning your content, product development, messaging, and services to that of your customer’s needs and expectations. For instance, you know your target market are millennials, but what are the specific interests and requirements of your ideal customer? Are they looking for a product that will last them for years or do they expect to buy a similar item again in a few months?

However, you’ll have to develop a detailed buyer persona to really understand your customers and their needs,

How to Identify Different Types of Buyers

The strongest and most reliable buyer personas are created using a combination of market research, insight, and information gathered from your actual client base.

Here are some ways to extract this information and define your buyer’s persona.

1. Start by Asking the Right Questions

Developing an accurate buyer persona starts by asking the right questions. Coming up with relevant questions will guide you in your quest. For instance, you want to ask current and prospective clients about the features they care about, their everyday concerns and responsibilities, or the position they hold in their organization.

Use surveys, in-person or phone interviews, or web surveys to get answers. The information you generate can then be utilized to evaluate the characteristics and traits of particular markets and buyers that you have successfully closed deals with. By identifying common elements, you can start plotting out possible buyer personas.

2. Utilize Site Analytics

Make good use of analytic tools like Google Analytics to generate data. Your site’s analytics will show you the search words visitors used to discover your site, where they came from, and how long they were on your web page. This data can be used to create good buyer personas as it shows the keywords that led prospects to your site and the platforms and devices they used. You can then harness this information to plot your marketing plan more strategically.

3. Expand Your Research

Developing your buyer persona would sometimes require you to go beyond what information sales and marketing experts can supply. You might have to expand your research and look into other areas. For instance, you can check the LinkedIn profile of a previous customer or the company website of a recent associate. A social network profile will give you information about a person’s career background and skill set while a company page can tell you about the business’ size, values, and motivators.

4. Focus on Creating an Ideal Primary Persona

When it comes to buyer persona development, the best practice is to limit it to four main personas at most. Think of these primary personas as the clients responsible for starting or approving a purchase. They are your point of contact during the entire sales process.

5. Develop a Persona Template

Once data has been collated, analytics checked, and insights gained, it’s time to develop a buyer persona template. Make sure that your template has a persona name, job title, demographics, goals and values, proposed pitch and marketing message. Try to bring your persona to life as it will help humanize your marketing and sales efforts.

Buyer personas are a critical tool that companies should take advantage of. They can give brands insights into how to improve user experience, develop compelling copy, or come up with good pricing models.

[Featured image via Pixabay]

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