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Here’s your TL;DR for this week’s digital marketing news: 7/13/2015

This week in digital marketing news, mobile becomes more and more of a power player in the digital marketing game, social marketing tips for B2B brands, SEO writing tips to take on Google Hummingbird, and content marketing trends to look forward to.

Facebook Changes How It Charges Brands for Clicks on Their Ads

Facebook changes ad pricing

Image via AdvertisingAge

Facebook is changing the way it charges advertisers for click-based campaigns to make sure that in return for their money, marketers are getting more than social currency. Comments and clicks on like and share buttons no longer count.
In the past, if a brand opted to pay for a Facebook ad based on how many people clicked it, it was paying for clicks to its website as well as clicks to like, share or comment. Those social clicks are nice, but they’re not very useful when a business is paying to push someone to its e-commerce site. Facebook’s going to start giving them away for free so advertisers will only have to pay for actual ad clicks.
“The concept of charging only for clicks to websites or similar clicks while avoiding the costs for likes and shares is an important step in the right direction. I will be curious to see, though, if there is really much difference in the total clicks we can eventually get within the budget. If we wind up just paying more for every click, we haven’t really gained anything. It could be a little like a stock split – all the numbers are different except the final figure.” – Jason Bickel, paid advertising specialist
Social Marketing for B2B Brands Continues to Be a Struggle
Social media marketing for B2B brands
B2B brands have been playing catch up with consumer brands when it comes to social media. However, the B2B industry is slowly picking up and social media is playing an integral role in the resultant content marketing strategy.
Keep these key trends in mind:

  • With Facebook constantly evolving, it’s becoming more difficult to engage B2B audiences.
  • Social media is less free than ever, meaning advertising is a must.
  • LinkedIn continues to enhance its B2B marketing services.
  • Twitter data will improve alongside its engagement quality.
  • B2B content marketing is confounded by analytics, mobile, and paid social.

“B2B social media strategy is one of the things I truly love to do. I think the mistake that most B2B marketers make is trying to force their agenda into a platform that isn’t the right fit. The sum of this article is something that I tell clients all the time: Make sure your message fits the platform, not the other way around, organic (non-paid) efforts will only take you so far, not every platform is right for every business, and, most importantly, even if you don’t want to be social, know that your competitors are – there’s no room for Luddites in the digital age!” – Michelle Courtright, senior social marketing specialist
SEO Writing Tips for Google Hummingbird Success
Google Hummingbird
Google Hummingbird is all about knowing the intent behind a searcher’s query.
It’s important to stay on top of your game and keep Google’s algorithm updates top of mind to capture the eyes of search engines.

  • Optimize for mobile – As mobile usage increases, Google encourages brands to give users an optimal mobile experience by rewarding mobile-optimized websites with higher search rankings.
  • Use long-tail keywords in your customer’s voice – Along with the increase of mobile usage, more people are taking advantage of voice search, meaning searchers are using more long-tail keywords and full sentences.
  • Optimize for local search – Include local search terms on your website in order for Google to help searchers find you.
  • Stay current with SEO news – Knowing the latest search engine news and updates allows you to analyze trends and make SEO predictions without having to play catch-up all the time.
  • Keep an SEO checklist – It’s difficult to remember everything when you’re putting together a blog post or performing on-page keyword optimization, so create a checklist to be sure you are crossing your T’s and dotting your I’s.

Content Marketing is Coming in Hot

Hot content trends for 2015

Image via JeffBullas.com

Content marketing is ever-evolving and staying up to date with the current hottest trends is crucial.

  • Mobile will become a priority – Mobile usage is skyrocketing while the figures for desktops and laptops are plummeting. Enough said.
  • Visual content will be more important than ever – Because of mobile, visual content is what users are wanting and expecting. This means more videos, images, graphics, and other visual based content on your site.
  • Content will be personalized – Instead of generic content, focus on what your customers are looking for in terms of the product or service you offer.
  • Collaborative marketing will increase in popularity – This doesn’t work for every industry, but when it does, it’s flawless.
  • Companies will increase content marketing spend – Since content has been crowned king, companies are willing to invest more in a proven concept.
  • Content will be more condensed, clickable, and interactive – Mobile users are looking for more visual content, but even desktop users want precise “quick-reads” (hence this TL;DR series).
  • Analytics will be hot – Heat maps are visual analytics tools that allow you to determine which areas of your website customers are clicking and reading, and which they are ignoring.

“Personalized content is something that we as marketers should always strive to provide in order to spend our budgets wisely and efficiently. It’s becoming easier now, as we have a lot of tools like BuzzSumo and Topsy that can show us what kinds of content readers are interacting and sharing on social. This is great news because what was once an all-day affair now literally takes seconds.” – Resalin Rago, senior content specialist
For the full articles, please see below:
Facebook changes ad pricing
Social marketing trends for B2B brands
SEO writing tips for Hummingbird
Upcoming content marketing trends

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