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Here’s your TL;DR for this week’s digital marketing news: 6/15/2015

This week, we bring you some baseball stats, explore mobile ads and the new mobile-friendly ranking algorithm, and take on content marketing’s biggest challenges.

How Sports Teams Win Big with Social Media
Sports teams win big with social media Image courtesy of Skyword
A recent study showed that pro sports teams experience the most success when they frequently post and engage with fans on social media, even during losing streaks.
The study examined 30 Major League Baseball teams’ Twitter activity over the course of 13 months. Results indicated that a number of variables affect followers and engagement rates, such as winning percentages and winning streaks. In turn, losing streaks positively correlated with a decrease in followers. However, there was another important correlation: The number of tweets from the team and followers increased as the team was winning and decreased when players weren’t performing as well. Some of these unfollows could have been prevented by maintaining a high tweet frequency, no matter how the team was performing.
According to the report, “This shows that while teams’ social media producers can’t necessarily control success on the field, they can make a difference in maintaining fans by continuing to create social media content to engage existing fans and potentially bring in new ones.”
So, what can brands take from this study?
Our in-house social media expert weighs in on the findings:
“One of the worst things a brand can do is to hide or go mute when things go south. If brands can start thinking of their fans as a part of a relationship that has to be nurtured then I think amazing connections could be made. I think a huge part of life is about making meaningful connections with the people around you, and social media gives you the perfect venue to make it happen with people all over the world.” -Amanda Wettig, Social Media Coordinator
Get Ready For Bing to Roll Out Mobile-Friendly Ranking Algorithm
Bing announced it will be introducing its own version of a mobile-friendly ranking algorithm to be released in the upcoming months. Bing has also shared how it will define a Web page as mobile-friendly, when it will add this defining label to your site and what tools it has to help webmasters ensure their sites are optimized for mobile.
Bing rolls out mobile-friendly algorithm Image courtesy of Search Engine Land
To determine if your Web page is mobile-friendly, ask yourself the following questions:

  1. Are buttons easy to press with a finger? Are they spaced out enough?
  2. Can you read content on the page without having to zoom in and out?
  3. Do you have to scroll left or right to view more content?
  4. Does the content load on mobile devices?

“We love to see Bing taking a more holistic approach to their mobile algorithm implementation by including relevancy into their equation of mobile-friendliness unlike other approaches to mobile.” – SaleAMP SEO Team
Are You Making These Mobile Advertising Mistakes?
This year, the number of mobile device users officially trumped desktop users. Sigh. Seems like we’re outdated. However, the average PPC advertiser is seeing significantly lower conversion rates on mobile devices than desktops. So, how do we nail down the new wave of advertising?
Kick these bad habits to the curb and you’ll be seeing success in no time:

  1. No one is seeing your ads – A mobile search engine results page is considerably different than a desktop SERP due to its limited ad space. Therefore, mobile ads are less likely to be shown. The key to combating poor visibility on mobile devices is boosting ad rank. 3 mobile advertising mistakes Image courtesy of Search Engine Journal
  2. Your phone isn’t ringing – We can’t forget the importance of phone calls. Mobile ads are the perfect place to promote phone calls, especially with the click-to-call feature.
  3. Your landing page strategy is obsolete – In the past, we built basic mobile pages to accommodate mobile’s loading times and small screens. However, this isn’t the case anymore. Users no longer want to see the mobile site and opt for the full site instead.

“In order to maximize performance on mobile devices, make sure you are considering mobile in a different way than your desktop traffic:

  • Ad Creatives and Extensions must be thought of differently than desktop – unique and relevant mobile ad copy is crucial – CTAs should live in the headline or first description line. Why? Google may not show that second line on certain devices if they don’t expect it to perform better than your extensions.
  • Test varying ad extensions to see which perform better for you: location, call, review and callout extensions are all usually relevant for mobile campaigns. If you don’t have any…start there!
  • Creating clear and concise site links to mobile optimized pages gives you a head start for ranking higher too. Use up to six so that the options are there when the auction starts. Of course, not being mobile optimized today is not an option quite honestly.
  • Make sure you are bidding high enough and making appropriate bid adjustments for mobile. With real estate being a lot less, you need to ensure you are in the game from the start.
  • Final piece of advice is to make sure you know exactly what the full value of each conversion type is for the client. Make sure you analyze the data and dig in – Maybe you have less actual ‘mobile’ conversions but most likely mobile may be passing the ball to LeBron…to score.

Focus on these best practices and soon your mobile campaigns will be performing with “Nothing but net!”-Meghan McArthur, Director of Paid Advertising
Content Marketing Faces Its 3 Biggest Challenges
Content marketing’s biggest challenges Image courtesy of Adweek
A recent study from the Content Council and AdAge found that clients’ CMOs are twice as enthusiastic about content marketing as they were in 2013 and continue to be even more committed to content marketing in the future. The biggest trends involve more money, more measurement and a greater focus on influence over sales.
However, there are a few big challenges in the way of successful content marketing:

  1. Creating the right content – How do you go about choosing the right type of content? Companies would love for every piece of content to be successful, but there is no way to ensure this happens.
  2. Improving customer satisfaction and engaging employees – How can you increase customer satisfaction with a service by using content?
  3. Measurement – More than 40 percent of participants in the study claimed that content marketing is not measureable.

“I firmly believe that content is measurable—it may not be as straightforward as other digital marketing services like paid advertising. However, since content marketing is in its heyday, we’re seeing a lot of tools who will help to calculate the ROI. Even if it’s not the most sophisticated way to measure success, it’s still important to have a reporting process in place so that there’s data feeding your strategy.”-Resalin Rago, Sr. Content Specialist.
Check out the full articles here:
How Sports Teams Win Big with Social Media
Get Ready For Bing to Roll Out Mobile Friendly Ranking Algorithm
Are You Making These Mobile Advertising Mistakes?
Content Marketing Faces its 3 Biggest Challenges

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