Weekly Roundup #53 Twitter Live Video, Abandoned Apps & SEO
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Weekly Roundup 53 – Twitter Live Video, Abandoned Apps & SEO

As we continue on from last week’s one year anniversary roundup, we’ve got some great stuff to share with you this week. As per usual we got news and resources on SEO, mobile, eCommerce, digital marketing and social media. Enjoy! Oh, and if you missed last week’s roundup then you can get a hold of that here

Social Media

Twitter Introduces Live 360 Video

twitter live 360

Source: Social Media Today 

At Twitter’s recent #WhatsNext event they outlined the future developments soon to come from the platform and John MacFarland, the company’s VP of Ad Development noted that they’re working on 360 video. He said that what they had in store was, “better than what we’re seeing today” in regards to 360 content. Twitter announced on the 28th of December that it now has live 360 videos on its own platform and Periscope.

The responsiveness is smooth, at least in the example that was shown. As noted by live-streamer Alex Pettitt in the video, you can look around by tilting in all directions or simply by swiping the screen. We’re all thinking it but Twitter is essentially playing catch up with Facebook since they announced the same thing a couple of weeks before and similar to Facebook, 360 streaming won’t be available to all users initially. It’ll only be available to “select partners” at first.

It’s going to be a tough one since Facebook has a much larger audience and reach which could potentially do damage to Twitter’s ongoing live ambitions.
“Live 360 videos are marked with a badge. When you see a 360 broadcast on Periscope or Twitter, you can change the point of view by moving your phone or tapping and scrolling around the screen — all while watching live.” The Live 360 content is an important step towards the next level of social communication – having immediate and shared experiences in a simulated space.

Users are gravitating towards the best connective medium of the time for this purpose – from text updates, to photos and now video. 360 content is the next stage in how users consume their media, and since 360 cameras and tools are become more financially and readily available the fad is destined to increase rapidly. It’s worth getting a handle on this now. Having 360 content across Twitter and Facebook will accelerate the medium’s adoption so take into consideration how your brand can get on board and keep up with competitors.

 

Source

SEO

Actionable SEO Tips to Increase Organic Traffic

googles featured snippet

Source: Google Search Querie

Ranking higher in search engines is hard work. Since these days everyone seems to be an SEO expert, it can be hard to know which information to trust and what methods to truly invest in. Organic traffic is like gold to us marketers, so here’s some actionable SEO tips on how you can get that ship to come in:

Rank Content in Google’s Featured Snippet

You’ll have started to notice the featured snippet by now, but you’ll have also realised that what’s there isn’t always from the top dogs. The Featured Snippet section appearing inside the first page of Google is a very important section to have your content placed within. Matthew Barby did a study of over 5,000 keywords where HubSpot.com ranked on page 1 and there was a Featured Snippet being displayed. He found that when HubSpot.com was ranking in the Featured Snippet, the average click-through rate was increased by over 114%.

So what are the factors that contribute towards getting in the Featured Snippet? They’re as follows:

  • – Aim to have the target search keyword within one of the HTML headers in your content (H2, H3 etc)
  • – Links don’t matter much for the Featured Snippet when you already rank on one page of Google.
  • – Google doesn’t always include a whole paragraph of text. If you add “Step 1”, “Step 2” “Step 3” with H2 tags, Google will sometimes just list these out within the featured snippet. It has been happening more and more with “How To” articles.
  • – Google prefers Featured Snippet content that begins logically as an answer would. So for example your answer would start with “The first step is to…”

You can also use tools like SEMrush to find different keywords that you rank for where there is a Featured Snippet. Once you find an opportunity, go through your existing content and see if you can optimise it using the tips above and you might start seeing some improvements over the next few weeks.

Reaching Out for Link Building

If you see that a website has mentioned you but hasn’t actually linked to you, you can request that they update the page with a link to your website. You’ll want to get in touch with them as close to the date it was published as possible. If it was an article written 4 years ago we doubt you’ll get results, so the sooner the better. The conversion rate is higher if you do this as well.

A good template that you can use when reaching out to people is something like this:

Hi {{FirstName}},

First of all, I’d like to thank you for mentioning {{Your Brand or Product Name}} within your recent article. It means a lot!

I noticed within the article that you didn’t actually link through to our website when you mentioned us. Is there any chance that you can quickly update the post with a link? Here’s the link to save you time searching for it: {{Link to Your HomePage or Product Page}}

Thanks in advance, and if you ever need any more info on {{Your Brand or Product Name}} then I’d be happy to supply you with it (imagery, video content, etc.).

Thanks again!

{{Your Signature}}

You can use tools like BuzzStream to manage the outreach process because you can save email templates there within their platform and test response rates. You can also mark whether or not you were successful in having them respond.

Find Questions That Your Buyer Persona is Asking

Coming up with ideas about content isn’t always about finding relevant keywords to your product and then turning it into a blog post. All of your content has to resonate with your buyer persona. You should start by finding out what your buyer persona is asking. From there, you can align the questions to topical keywords in order to drive growth but ultimately you’ll be fulfilling their needs.

So how do you find out what questions they’re asking? Quora is a good place to start. It’s a social network that is entirely focused on users asking questions and then getting answers from people who have knowledge in a specific area. Using that you can go and search for what people are asking and use it to inform your content strategy. Another tool you can use is Answer The Public. It’s a question-based search engine. You type in a keyword relevant to you and it will find what questions people are searching for around that term. You get the option to download a visual map for the search query to show a range of question variations. Not only that, but it’s free.

From here, you need to see if you can align each question with a keyword to see if there’s opportunity to bring through organic traffic. Drop the question into Google Keyword Planner to do that. Once you’ve got a question and a target keyword all you need to do now is provide the answer – your content. You can be creative here but ensure that you’re including your keyword within your content title as well as remaining focused on answering the question.

Get a Column on an Industry Publication

One-off guests posts are good and all and can drive traffic, but having a regular writing gig for an industry publication will benefit you far more in the long term. Not only will you be building your name within the industry but you’re creating a relationship that you can regularly tap into to promote new content on your own website and bring through steady and relevant backlinks.

So how do you find publications to write for? One of the first places you could look is AllTop.com. All you do is search for a keyword relevant to your industry and you’ll get a list of the top publications for it. Once you’ve got a list of websites you’ll want to go onto each one and find out if there’s opportunities available to become a columnist there. If you want to do this way quicker then use the following search query:

site:DOMAIN intitle:write for us

This will give you a quick idea on whether they have a page on their site showing details on how you can write for them.

When it comes to finally making content, there’s a couple of things you’re going to need to do to pitch yourself well:

  • – Leave a few detailed comments on some articles within the website you’re pitching to.
  • – Share relevant content from them on your Twitter account and mention in your bio that you’re a writer/columnist.
  • – Update your LinkedIn profile and mention any places where you’ve published content previously.
  • – If possible, create a portfolio on your website that showcases content you’ve written.

Here’s a good email template you can use, and remember to personalise it for each publication that you get in touch with:

Subject: Columnist for {{Publication Name}}

Body: Hi {{First Name}},

I hope you’re well.

I’m just getting in touch because I’m a reader and regular commenter on {{Publication name}}. I’m the {{Job title}} of {{Company name}}, {{On-line Description of Business}}.

I’m looking to further build my reputation within the industry by writing for a select few key {{Industry type}} publications (hence why I’m getting in touch with you).

Currently, I’m a regular contributor to {{Website Name}} and the {{Website Name}}, amongst a few others (including my own blog – {{URL here}}) and it would be great to partner with {{Website Name}} to become a columnist.

You can check out my full credentials on my LinkedIn page (I sent you a connection request today) – {{LinkedIn profile URL}}

Here’s an example of some recent articles I’ve written:

URL of an article written by the individual
URL of an article written by the individual
URL of an article written by the individual
I’ve had {{X Number of Years}} experience within the {{Industry type}} industry, so could offer a lot to your readers. Alongside this, I’d be happy to meet any deadlines that you put in place.

Let me know if you need any more information.

I look forward to hearing from you.

{{Signature}}

Source

Mobile

91% Would Use Abandoned App if Disliked Traits Were Resolved

Mobile apps are using up about 60% of digital media time according to comScore’s 2016 Mobile App Report, but that time is concentrated heavily on a small number of the top apps that people use regularly.

App discovery and retention is a high-stake game for publishers, retailers and brands. Evidence of this is the fact that app install ads will be worth almost $6 billion this year for Google and Facebook, with some estimates even higher than that. But, due to sheer overabundance, getting someone to download an app is getting more and more difficult – and retention isn’t guaranteed.

A new report has found the 91% of users would start using an app again if their disliked issues were addressed. According to the Apps Uninstall Report from AppFlyer, “more than three out of every ten installs of mobile apps globally end up being uninstalled”. The company also observed that Android’s uninstall rate is 2x higher than the iPhone. Google’s recent app report entitled How People Discover, Use and Stay Engaged with Apps is based on a survey conducted by IPSOS on toughly 1,000 US smartphone users and it explores a range of questions about app discovery and usage.

why people abandon appsUsers have an average of 35 apps on their smartphones but 19% have more than 50 installed. Usage frequency varies but just over half of installed apps (52%) were used at least weekly, with 31% used daily. The reasons that people uninstall apps are listed in the above chart. If you’re wondering how people discover their apps then see below:

how people discover apps

 

Source

5 eCommerce Site Essentials

What makes a good eCommerce site? What are the essentials? We’ve been scouring the interwebs to see what experts believe makes the best site and what’s most likely to increase your conversions. Here’s what we need you to know:

Show the Advantages of Your Products

A grid or list of product categories can be the perfect thing to help an online store. Categories like ‘New Arrivals’ or ‘Special Deals’ are also good to coax users into browsing. You’ll realise that a lot of the users who go into categories like that don’t really know what they’re after and they’re the most likely to bounce off elsewhere. Your goal is to tap into that market and show them what they want. Tell them why your products are useful. Turn someone who’s mindlessly browsing into someone who understands and most importantly – wants – your product.

Inspiring Trust

This is probably the most essential of all eCommerce website traits. The consumer will want to know everything there is to know about the thing they’re going to buy, how it will be delivered, how they can pay for it, how it will be packaged. You name it. Not to mention the extra bits of information that really garner trust – warranties, returns, etc.. Make sure you have this information linked to your home page for easy reference to increase trust in site visitors.

Social Media Links

It’s said that 20% of online purchases are made after surfing through social media sites. If that’s the case, then you want to plug your social media channels wherever you can. Facebook and Twitter are the fastest sources of information for people and it’s where they’re most likely to go so make sure you have yours optimised with regular, relevant content that encourages conversation. Online communities can provide you with added social proof that really appeals to online customers.

Online Chats and Phone Numbers

Consumers are no longer geographically bound when it comes to their purchasing. But with such a blessing, comes the curse of communication barriers. People don’t like having to jump through a bunch of hoops or contact forms – especially if they need an answer to a question fast. Providing a phone number so they can speak to an actual human being is incredibly appealing and for those who are phone shy – an online chat service is integral. It could be the difference between making a sale or losing a customer forever because they were ignored. If people are able to purchase 24 hours a day, they should be able to contact you 24 hours a day.

Store Finder

There are still customers out there who’d prefer to be able to look at and touch your product in real life. So if you do have stores, make sure they’re able to find out where you are as easily as possible. The top or bottom right hand corner of the site is the best place to put the store finder tab. Keep it in plain view.

Source

The Cart Abandonment Email: Content that Maximises Conversions

SaleCycle produced a report in Q3 2016 that found that the average abandonment rate from 500 leading global brands is 74.4%. So by the looks of it we have our work cut out for us.

Part of building a better cart abandonment email comes from knowing what’s going on in the consumer’s mind and gaining a much better understanding of their behaviours and what triggers them to take action. In this context there are two consumer shifts that retailers need to take into consideration: 1. How consumers engage with email content and 2. Behavioural shifts due to too much choice.
In a recent survey of US consumers, Mapp Digital found 72% of respondents regularly check their emails using a smartphone instead of tablet or desktop and this figure rises to 91% for 18-24 year olds. Regardless of relevancy when it comes to content, users are simply unlikely to engage with email content if it has a poor layout, if the actions aren’t clear or if it’s hard to read.

eConsultancy offers some useful tips for when you’re planning your layout for emails on smartphone screens:

 

Apply a large font
Ensure the images are large enough to be recognisable
As a rule, sick with a wide single column format
Use white space to set off image and copy blocks
Ensure font and calls-to-action have strong contrast against the background. Email content will be viewed in environments with inconsistent lighting and in a lot of distracting conditions so make sure things are as clear as possible.

 

Consumers struggle to make decisions because there’s just so much choice out there. If you want to buy a scarf for example, there are over 200,000 to choose from on Amazon alone. At Christmas 2015, 70% of people received a Gift Card to try and win them over due to the inability to make a decision. You can capitalise on the effort required to make a choice by leveraging consumer “heuristics”. Dunno what that is? Well it’s ‘the consumer’s approach to problem solving that employs a practical method to help make a decision to assist in achieving a goal’. They’re basically the mental shortcuts people take to ease the cognitive load of making a decision.

The development of mental short cuts and the influence of too much choice combined can be seen in consumer search behaviours. For example they’re now searching for “the best” of things to try and narrow them down. This keyword phrase has risen by 50% year on year. Then you have to ask yourself, what digital content when presented to consumers contributes to them thinking a product is “the best” amongst a large selection?

When it comes to that, there are three content types that illustrate “the best”:

 

Customer Reviews – During Christmas 2015 reading reviews was one of the most popular actions consumers took when they were shopping online.
Presenting Products in Context – This is part of a merchandising strategy where retailers are helping consumers visualise the product adding value to them based on their needs. So for example 64% of women who are shopping for apparel agree that seeing product images in context influencers whether or not they buy.
Highlighting Best Sellers – This is an another influencer of purchasing decisions. It comes from the roots of peer review. If other people have purchased a lot it infers that the product must be pretty good.

 

The email itself would benefit from having a content recipe that facilitates the right actions but the ordering of content is absolutely crucial. Once you get clarity on the correct ranking of content the email can be built and translated into a bunch of screen types. Here’s the hierarchical list of elements, bearing in mind these aren’t as important for desktop but definitely are for mobile:

 

Brand – logo
Header – main navigation
Intro – in brand voice
Call to action (above the fold)
The product thumbnail and title
Heuristic content (whatever form this takes)
Delivery/returns/support content
Security statement

 

The ordering of this content favours the heuristic content to satisfy the pain point of too much choice. Nice one.

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by:

Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.