In the Know - April 17-23

I have decided to start a weekly content curated post called "In the Know." Each week I will put together some of the best articles I have found and put them in one place so that you can spend your time doing more important things than searching for what's being talked about each week in digital marketing and social media.

This week we will look at the following articles:

  • How Facebook's News Feed Works - As Explained by Facebook

  • 21 Video Marketing Ideas for Small-Business Budgets

  • 5 Reasons Why Users Unsubscribe to Email Newsletters

  • Organic SEO v Local SEO: What's the Difference?

How Facebook’s News Feed Works
– As Explained by Facebook

April 23, 2016 by Andrew Hutchinson

Facebook’s recent F8 conference was a huge event, with a heap of information on new products, projects and the future ambitions of Zuckerberg's ever-expanding social behemoth.

But there was one session of particular interest that many might not have noticed, one that looked at a crucial element of the Facebook infrastructure which is particularly relevant for for all brands and users. In a session entitled “News Feed: Getting Your Content to the Right People”, Adam Mosseri, Facebook’s VP of Product for News Feed, went through exactly how Facebook's infamous News Feed works, providing an overview which included a heap of helpful insights to help people better understand the driving force that decides what users see on the platform.

Here are the key details of the session, outlining...


In the final segment of Mosseri’s presentation, he discusses how publishers can maximize attention and traction within the Facebook News Feed. Mosseri highlights four key measures to consider.

    Mosseri notes that publishers should seek to write compelling headlines – "Not 'clickbaity' headlines, but headlines that give people a real sense of the content that’s behind that click.” Mosseri says Facebok know that users enjoy this type of content and the News Feed team do what they can to ensure such posts perform well within the system.
    Posting too much promotional content can cause your audience to get less interested in your posts over time, which can lead to reduced reach.
    Mosseri says that this is the most important thing – “if I could leave you with one thing, it would be to experiment and try things.” The key point that Mosseri emphasizes here is that what works for one publisher won’t necessarily work for another – you need to experiment and test different methods to determine what resonates most with your audience, whether that’s long-form content, short-form, video, image posts. The only way to know for sure what’s of most interest to your audience and what they want from you is to try things and see what generates the best response.
    Your publisher tools, like Facebook Insights, are your key guide point as to how your content is performing and your audience response. It’s crucial that you spend time analyzing the data and comparing what works in order to understand what you should be posting and what your audience wants to see. Audience Insights is another tool that can be hugely beneficial in assessing what’s of most relevance to your target market.

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21 Video Marketing Ideas for Small-Business Budgets

April 23, 2016 by Barry Feldman  

5 Reasons Why Users Unsubscribe to Email Newsletters

April 14th, 2016 By Chris London

Email is arguably one of the most effective platforms on which to promote a product, service and/or brand. According to an Experian study, email is 20x more cost-effective than traditional forms of advertising. That alone should be reason enough to make email part of your business’s overall marketing strategy. But email marketing only works if recipients follow your newsletter.

Unrecognizable From Address

If the recipient doesn’t recognize who you are, there’s a good chance that they will unsubscribe to your newsletter. Far too many emails today now contain viruses and other malicious software or code, making recipients hesitant to open messages from unknown senders. To prevent this from happening, use a clear “from address” that reflects your business or brand.

Emails are Too Long

Don’t make the mistake of creating long, drawn-out emails. Studies have shown that recipients are less likely to read long emails, which may subsequently cause them to unsubscribe. So, what’s the best length for a marketing email? If you asked ten different digital marketing experts, you would probably get ten different answers. However, maintaining a word count of no more than 750 seems to work well for most messages.

Emails aren’t Personalized

Personalizing your marketing emails can prove invaluable in creating a stronger connection with the recipient and ultimately increasing your chance of scoring a sale or conversion. Assuming you know the recipient’s name, you can use “tokens” to automatically include his or her name in your emails. Personalized emails have been shown to generate six times more transactions than generic emails, according to a study cited by MarketingLand.

Irrelevant Content

You have to think of your target audience and what they are expecting to read when creating your marketing emails. If you send irrelevant content that doesn’t pertain to their likes or interest, some recipients may click the unsubscribe button, never to be seen or heard from again.

Recipients Didn’t Sign Up for Your Newsletter

One of the most common reasons why users unsubscribe to newsletters is because they never signed up for them in the first place. Some business owners may purchase lists of email addresses instead of collecting the addresses by hand. Unfortunately, you really don’t know how these addresses were collected. They could have been collected using automated software, in which case the recipient didn’t sign up for them. The bottom line is that you should avoid paying for email lists and instead build your own list.

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Organic SEO v Local SEO: What's the Difference?

April 18, 2016 By Isabella Andersen

Who should rank in local vs. organic search?

Brick and mortar businesses with a physical office in a specific location will want to rank high in a local search. The searcher is likely looking for a place to go for a specific product or service, so local businesses need to show up in local searches for their industry.

On the other hand, if you want your business to show up for certain search terms but not for a specific location, you want to try to rank higher in organic search. 

For example, if you sell kitchen supplies online but your business has no physical location and doesn’t serve a specific area, you want to show up in organic searches. Targeting a specific location would mean losing potential customers in this case. 

Can/should local businesses rank high in organic search?

If you have a business with one or more physical locations as well as an online store, you want to be found locally as well as organically. You might also want to be found both locally and organically if your local business has a blog.

That’s where organic SEO comes into play. Search engine optimization is the process of trying to make sure search engines know which searches your business or website is relevant for. 

To rank higher in search results, both organically and locally, your business has to be relevant to a specific search. And to show search engines your business is the right answer for a particular query, you have to state the obvious.

Local SEO

It’s important for your business to show up in relevant local searches because 50 percent of searchers visit businesses within 24 hours of a local search.

Naturally, optimizing a business for local search has more to do with location than with other factors. Search engines need to know exactly where your business is located so that when someone searches for a location, the search engine can find the businesses that are located there. 

To state the obvious for local search, you want to make sure your business’s name, address and phone number (NAP) is consistent across local listing directories as well as your website. That is the bare minimum you’ll need for local SEO, though. For more information on being found online, check out this post about why your business isn’t being found online

Organic SEO

This has less to do with location and more to do with whether or not your website is relevant for certain searches. That’s why “pizza” and “pizza recipe” are in bold in the “pizza recipe” Google search. I search for pizza recipes, and the search engine wants to give me pizza recipes.

When optimizing a website for organic search, the intention is to get the website to show up for certain searches. This could be a short term (pizza recipe) or a question spoken into voice search on a smartphone. (What’s the best pizza crust recipe?)

To state the obvious for organic SEO, you need to use specific keywords in headings and paragraphs (Don’t stuff the paragraphs full of keywords, but if you post a pizza crust recipe, you might want to use the words “pizza crust” a couple of times.)

How do they affect each other?

There are also certain SEO practices that help both local and organic search rankings. For instance, when claiming your business page on local listing directories like Google, Bing, Yelp and TripAdvisor, you are also adding a link back to your website.

These local listing citations (your business’s name, address and phone number) help local SEO by telling search engines where you’re located. They create links back to your website, which counts as a link building strategy that helps your organic SEO efforts, since search engines take the number of backlinks into account when they rank websites in search results.  

And on-site local SEO (such as writing a locally focused blog post or updating a page by adding your business’s address) can also help your organic SEO. Search engines like fresh content, so while local SEO helps send out signals of local relevance, it can also help boost your organic SEO efforts.

When they’re done correctly, both local and organic SEO efforts will help improve your website rankings, but when done incorrectly, both can have a hugely detrimental effect on your digital marketing efforts.

Remember that even though SEO is optimization for search engines, it is what helps consumers find your business. While you want to make sure search engines know what your business and your website are about, it's important to think of those potential customers who are searching for your business. Don't just optimize so that Google knows what you do. Make sure searchers can find all the information they'll need about your business, such as exact location, hours, services or products, etc.

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