#1 Trend in Marketing

We (marketers) are now copywriters, media people, publishers, advertisers, photographers etc all rolled into one. We have the power and skills to get our message out into the world. No longer are we subject to sky high advertising rates held by industry publishers. We now have a choice! We can live at the top of the funnel without anyone else putting us there.

The number #1 trend in B2B Marketing is self-publishing. We are totally responsible for creating, editing and publishing our own content; blogs, articles, videos, podcasts, newsletters, whitepapers, case studies, surveys etc. That’s brilliant! But hold on its not that easy. Firstly, we got to come up with the great content, which can be difficult considering all the other tasks we have to do. Great content is usually time consuming – it doesn’t have to be but that’s another blog post. Secondly, what is the point of having great content if nobody can find it and more importantly digest it.

Now that’s the challenge: come up with great content and make sure people can find it. Take this blog post for example. I publish this on my blog and its read by about 50 people. I publish it on Linkedin and its read by another 50 people…so I need to publish this on as many platforms as I can in order to get maybe 200 reads and a hand full of shares….that’s a lot of work.

So if you have something to sell. You need to to publish where people’s attention is at. If you are selling home baking supplies then you need to be where people are talking about baking. Facebook, yes. Instagram, yes. Youtube, yes and so on. Not only do you have to be where the attention is you also have to hack into it so you can get their attention. The hour after The Great British Bake off has aired on TV. Peoples attention is on social media discussing the show and sharing recipes. Especially on smartphones and tablets.

What is the next step? You guessed it: sponsored posts, adverts, video ads etc etc. Hack that attention. People are no longer offended by brands hacking their attention. They are now desensitized by the whole experience (especially millennials). Its like Google Ads 5 years ago….hardly any people clicked on them out of fear of the unknown. Now approximately 30% of people rely on them for a quick fix to their search.

With that said, go forth and publish.

 

 

 

 

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Why SEO Is Like Leg Day At The Gym

The other morning I was checking my Linkedin feed for no specific reason at all, other than its a great B2B platform and I stumbled across a great little video which got me thinking, when was the last time I did any ground level SEO work on our work website? Probably months ago. So like the gym, I love doing cardio, strength and conditioning work but I’m not loving leg day so much. That’s a lie. I like doing leg day but I just don’t love it.

The other morning I was checking my Linkedin feed for no specific reason at all, other than its a great B2B platform and I stumbled across a great little video on image optimization for SEO. This got me thinking, when was the last time I did any ground level SEO leg work on our work website? Probably months ago. So like the gym, I love doing cardio, strength and conditioning work but I’m not loving leg day ever. That’s a lie. I like doing leg day but I just don’t love doing it.

So I thought I would share how I go about doing some leg work on SEO for images. According to the video, images sizes on your website should be <50kB. This will help you speed up your website’s load time and Google is really looking favourably on this at the moment. Secondly, all images should have Image Alternative Text Tags which should describe the image in plain english e.g. A Photo of The Copper Coastline. This is so search engines can crawl your info/keywords better and in turn help you get up the rankings.

Here is how I do the leg work for image sizes:

  1. Download Screamingfrog app.
  2. Run the SEO Site audit for your website.
  3. Export the results.
  4. Open the CSV file in MS excel
  5. Apply a filter to the topline.
  6. Sort by largest to smallest image size. The cut off is 50kB. Anything over this could do with replacing.
  7. Use an image compressor for PNG files. I used this one. And Google Picasa for compressing Jpegs.
  8. Replace and delete the larger files.

I was horrified to find one logo PNG image that was 400kB! So after I compressed it became 5kB. So thats an awesome result. Imagine over a website how much load time you can save…probably not that much but it all helps thats what I like to tell myself.

Screamingfrog will also give you the statistics and results for the Alt Tags again making this easy but you have to put in the leg work.

Final tip. JPEG is okay for your website but PNG is better as it compresses a lot small in size without losing too much quality.

And don’t skip SEO day!

3 Analytics Goals Every B2B Website Should Have

Google Analytics can be daunting to those that are not that familiar with it. There are tonnes of good online/offline/ self learning tutorials out there. I would urge you to do one structured course so you can ask questions pertaining to your own website’s needs.

The overview reports are fine for most people but when you dive deeper in Anaytics that was were it all used to go pear shaped for me. Conversion goals used to be an area I didn’t really understand.

From a Digital Marketing course that I completed (I would highly recommend) I learned 3 simple user engagement goals:

  • Goal 1: Contact us   – How many visitors are converting to the contact us page. This tells us the value and hit rate. You can monitor this every month to see if any activities are improving the rate. This can tell you how many leads your website is generating.
  • Goal 2: Session Duration Engaged >3mins  – People tend research online before they engage with you face to face, so the more visitors converting here the better your content is performing. Again monitor monthly and use in reports. The more people spending over 3 mins per session the better your website is doing.
  • Goal 3: Pages per Session >3 Same as before, the more pages being visited the better, You can then analyse what pages are contributing to the goal conversions.

I hope these tips can help you develop new goals that will give you data to help improve your website and grow your business. Some guidance on how to set up the goals in Google Analytics here.