BrevardSeo Social Media Page http://feed.informer.com/digests/KXOPYUBKCD/feeder BrevardSeo Social Media Page Respective post owners and feed distributors Wed, 12 Jul 2017 01:09:19 +0000 Feed Informer http://feed.informer.com/ Beat My Loan – Estimated Savings Disclosure | NerdWallet https://www.nerdwallet.com/blog/loans/beat-my-loan-estimated-savings-disclosure-nerdwallet/ NerdWallet urn:uuid:59583ca9-d7c0-d518-2782-96758c494d56 Wed, 23 Jan 2019 22:36:03 +0000 Updated: Jan. 18, 2019 Your estimated savings amount (the amount of interest you’ll save over the life of a loan) is the difference between your student loan interest rate and… <p>Updated: Jan. 18, 2019 Your estimated savings amount (the amount of interest you’ll save over the life of a loan) is the difference between your student loan interest rate and interest rates from our loan partners. We estimate your interest rate by looking at your total monthly student loan balance and monthly payments as identified...</p><p class="nw-originally-posted-link">The article Beat My Loan – Estimated Savings Disclosure | NerdWallet originally appeared on NerdWallet.</p><span data-post-id="606180"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606180" style="display: none;" data-has-syndication-rights="1" /> How I Bought a Home in Oakland https://www.nerdwallet.com/blog/mortgages/how-i-bought-a-home-in-oakland/ NerdWallet urn:uuid:c396a135-5d6b-b616-1698-b0913ad194e9 Wed, 23 Jan 2019 20:00:19 +0000 In this series, NerdWallet interviews new homeowners across the country about their unique homebuying journeys and the financial decisions that helped them along the way. (Do you want to share your… <p>In this series, NerdWallet interviews new homeowners across the country about their unique homebuying journeys and the financial decisions that helped them along the way. (Do you want to share your first-time homebuying story? Reach out to vlai@nerdwallet.com.) As San Francisco’s cool, hip neighbor, Oakland may offer slightly more affordable home prices, but they’re still jaw-droppingly...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Valerie Lai is a writer at NerdWallet. Email: vlai@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How I Bought a Home in Oakland originally appeared on NerdWallet.</p><span data-post-id="605609"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605609" style="display: none;" data-has-syndication-rights="1" /> RIP, SPG: Starwood Preferred Guest Program is Checking Out https://www.nerdwallet.com/blog/credit-cards/spg-starwood-preferred-guest-program-checking-out/ NerdWallet urn:uuid:ed0edc13-b37b-8e5c-3f2b-498e879924b1 Wed, 23 Jan 2019 19:04:01 +0000 Put a fork in the Starwood Preferred Guest program, because it’s nearly done. When Marriott International announced it would rebrand its loyalty program as Marriott Bonvoy starting Feb. 13, it heralded several… <p>Put a fork in the Starwood Preferred Guest program, because it’s nearly done. When Marriott International announced it would rebrand its loyalty program as Marriott Bonvoy starting Feb. 13, it heralded several changes to its co-branded credit card portfolios. The rebrand means that soon, American Express’ SPG-branded cards will get rebranded as Marriott Bonvoy cards, and the SPG...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Claire Tsosie is a writer at NerdWallet. Email: claire@nerdwallet.com. Twitter: @ideclaire7. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article RIP, SPG: Starwood Preferred Guest Program is Checking Out originally appeared on NerdWallet.</p><span data-post-id="607073"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=607073" style="display: none;" data-has-syndication-rights="1" /> Flight Deal: $39 One-Way Fares on Frontier Airlines’ New Routes https://www.nerdwallet.com/blog/travel/flight-deal-39-one-way-fares-on-frontier-airlines-new-routes/ NerdWallet urn:uuid:8fbbb699-d54d-1bd9-b3b9-376554c84d98 Wed, 23 Jan 2019 18:54:53 +0000 Budget-conscious travelers can now choose from a slew of new low-cost flights taking off from Denver International Airport. The low-cost carrier Frontier Airlines announced six new routes from Denver to… <p>Budget-conscious travelers can now choose from a slew of new low-cost flights taking off from Denver International Airport. The low-cost carrier Frontier Airlines announced six new routes from Denver to Billings, Montana, Boston, Burlington, Vermont, Green Bay, Wisconsin, and Mobile, Alabama. Frontier is also adding a new route from Chicago’s O’Hare International Airport to Mobile....</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Flight Deal: $39 One-Way Fares on Frontier Airlines’ New Routes originally appeared on NerdWallet.</p><span data-post-id="607320"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=607320" style="display: none;" data-has-syndication-rights="1" /> 3 Colleges That Help You Handle Student Debt https://www.nerdwallet.com/blog/loans/student-loans/colleges-that-help-you-handle-the-debt/ NerdWallet urn:uuid:300fdaa7-a749-0902-89c6-4476f50d296c Wed, 23 Jan 2019 18:28:40 +0000 With collective U.S. student loan debt nearing $1.5 trillion, some colleges are testing innovative solutions to help reduce student borrowing. Using no-strings-attached student loan payoff-assistance programs, college loan alternatives and… <p>With collective U.S. student loan debt nearing $1.5 trillion, some colleges are testing innovative solutions to help reduce student borrowing. Using no-strings-attached student loan payoff-assistance programs, college loan alternatives and annual student debt letters, these three universities are doing their part to curb college debt. 1. University of Pittsburgh The University of Pittsburgh is offering...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Teddy Nykiel is a writer at NerdWallet. Email: teddy@nerdwallet.com. Twitter: @teddynykiel. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 3 Colleges That Help You Handle Student Debt originally appeared on NerdWallet.</p><span data-post-id="596134"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=596134" style="display: none;" data-has-syndication-rights="1" /> Best Houston Mortgage Lenders of 2019 https://www.nerdwallet.com/blog/mortgages/best-houston-mortgage-lenders/ NerdWallet urn:uuid:e09f3431-76bb-dc6b-1c8a-f7b99a804192 Wed, 23 Jan 2019 16:27:53 +0000 Houston mortgage lenders serve a wide range of borrowers. First-time home buyers snagging a condo in the walkable EaDo, commuting suburbanites in The Woodlands or out in Sugar Land or… <p>Houston mortgage lenders serve a wide range of borrowers. First-time home buyers snagging a condo in the walkable EaDo, commuting suburbanites in The Woodlands or out in Sugar Land or Katy. And H-Town lenders also cater to the pricey ground for sale inside the loop, such as River Oaks. NerdWallet vetted the capabilities of Houston...</p><p class="nw-originally-posted-link">The article Best Houston Mortgage Lenders of 2019 originally appeared on NerdWallet.</p><span data-post-id="604930"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=604930" style="display: none;" data-has-syndication-rights="1" /> Uncovering SEO Opportunities via Log Files http://tracking.feedpress.it/link/9375/11012130 Moz Blog urn:uuid:da3e2495-be77-6445-cc3f-0c29bfa37733 Wed, 23 Jan 2019 15:06:58 +0000 <p>Posted by <a href=\"https://moz.com/community/users/1163571\">RobinRozhon</a></p><p>I use web crawlers on a daily basis. While they are very useful, they only imitate search engine crawlers’ behavior, which means you aren’t always getting the full picture. </p><p>The only tool that can give you a real overview of how search engines crawl your site are log files. Despite this, many people are still obsessed with <a href="https://webmasters.googleblog.com/2017/01/what-crawl-budget-means-for-googlebot.html">crawl budget</a> — the number of URLs Googlebot can and wants to crawl. </p><p>Log file analysis may discover URLs on your site that you had no idea about but that search engines are crawling anyway — a major waste of Google server resources (<a href="https://webmasters.googleblog.com/2017/01/what-crawl-budget-means-for-googlebot.html">Google Webmaster Blog</a>): </p><p><i> “Wasting server resources on pages like these will drain crawl activity from pages that do actually have value, which may cause a significant delay in discovering great content on a site.”</i> </p><p>While it’s a fascinating topic, the fact is that most sites don’t need to worry that much about crawl budget —an observation shared by John Mueller (Webmaster Trends Analyst at Google) quite a <a href="https://twitter.com/johnmu/status/1001814463320903680?lang=en">few times already</a>. </p><p>There’s still a huge value in analyzing logs produced from those crawls, though. It will show what pages Google is crawling and if anything needs to be fixed. </p><p>When you know exactly what your log files are telling you, you’ll gain valuable insights about how Google crawls and views your site, which means you can optimize for this data to increase traffic. And the bigger the site, the greater <a href="https://rozhon.com/blog/crawling-indexing-technical-seo-basics-that-drive-revenue/">the impact fixing these issues will have</a>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/organic-traffic-revenue-yoy-96806.jpg"> </p><h2>What are server logs? </h2><p>A log file is a recording of everything that goes in and out of a server. Think of it as a ledger of requests made by crawlers and real users. You can see exactly what resources Google is crawling on your site. </p><p>You can also see what errors need your attention. For instance, one of the issues we uncovered with our analysis was that our CMS created two URLs for each page and Google discovered both. This led to duplicate content issues because two URLs with the same content was competing against each other. </p><p>Analyzing logs is not rocket science — the logic is the same as when working with tables in Excel or Google Sheets. The hardest part is getting access to them — exporting and filtering that data. </p><p>Looking at a log file for the first time may also feel somewhat daunting because when you open one, you see something like this: </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/log-file-415345.jpg"> </p><p>Calm down and take a closer look at a single line:<br> </p><pre>66.249.65.107 - - [08/Dec/2017:04:54:20 -0400] "GET /contact/ HTTP/1.1" 200 11179 "-" "Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)" </pre><p>You’ll quickly recognize that: </p><ul> <li><i>66.249.65.107</i> is the <strong>IP address</strong> (who)</li> <li><i>[08/Dec/2017:04:54:20 -0400]</i> is the <strong>Timestamp </strong>(when)</li> <li><i>GET </i>is the <strong>Method</strong></li> <li><i>/contact/ </i>is the <strong>Requested URL </strong>(what)</li> <li><i>200 </i>is the <strong>Status Code</strong> (result)</li> <li><i>11179 </i>is the <strong>Bytes Transferred</strong> (size)</li> <li><i>“-”</i> is the <strong>Referrer URL</strong> (source) — it’s empty because this request was made by a crawler</li> <li><i>Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)</i> is the <strong>User Agent</strong> (signature) — this is user agent of Googlebot (Desktop)</li> </ul><p>Once you know what each line is composed of, it’s not so scary. It’s just a lot of information. But that’s where the next step comes in handy. </p><h2>Tools you can use</h2><p>There are many tools you can choose from that will help you analyze your log files. I won’t give you a full run-down of available ones, but it’s important to know the difference between static and real-time tools. </p><ul> <li><strong>Static </strong>— This only analyzes a static file. You can’t extend the time frame. Want to analyze another period? You need to request a new log file. My favourite tool for analyzing static log files is Power BI.</li> <li><strong>Real-time</strong> — Gives you direct access to logs. I really like open source <a href="https://www.elastic.co/elk-stack">ELK Stack</a> (Elasticsearch, Logstash, and Kibana). It takes a moderate effort to implement it but once the stack is ready, it allows me changing the time frame based on my needs without needing to contact our developers.</li> </ul><h2>Start analyzing</h2><p>Don’t just dive into logs with a hope to find something — start asking questions. If you don’t formulate your questions at the beginning, you will end up in a rabbit hole with no direction and no real insights. </p><p>Here are a few samples of questions I use at the start of my analysis: </p><ul> <li>Which search engines crawl my website?</li> <li>Which URLs are crawled most often?</li> <li>Which content types are crawled most often?</li> <li>Which status codes are returned?</li> </ul><p>If you see that Google is crawling non-existing pages (404), you can start asking which of those requested URLs return 404 status code. </p><p>Order the list by the number of requests, evaluate the ones with the highest number to find the pages with the highest priority (the more requests, the higher priority), and consider whether to redirect that URL or do any other action. </p><p><span></span> </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/url-number-of-requests-69062.jpg" "=""> </p><p>If you use a CDN or cache server, you need to get that data as well to get the full picture.<br> </p><h2>Segment your data</h2><p>Grouping data into segments provides aggregate numbers that give you the big picture. This makes it easier to spot trends you might have missed by looking only at individual URLs. You can locate problematic sections and drill down if needed. </p><p>There are various ways to group URLs: </p><ul> <li>Group by content type (single product pages vs. category pages)</li> <li>Group by language (English pages vs. French pages)</li> <li>Group by storefront (Canadian store vs. US store)</li> <li>Group by file format (JS vs. images vs. CSS)</li> </ul><p>Don’t forget to slice your data by user-agent. Looking at Google Desktop, Google Smartphone, and Bing all together won’t surface any useful insights. </p><h2>Monitor behavior changes over time</h2><p>Your site changes over time, which means so will crawlers’ behavior. Googlebot often decreases or increases the crawl rate based on factors such as a page’s speed, internal link structure, and the existence of crawl traps. </p><p>It’s a good idea to check in with your log files throughout the year or when executing website changes. I look at logs almost on a weekly basis when releasing significant changes for large websites. </p><p>By analyzing server logs twice a year, at the very least, you’ll surface changes in crawler’s behavior. </p><h2>Watch for spoofing</h2><p>Spambots and scrapers don’t like being blocked, so they may fake their identity — they leverage Googlebot’s user agent to avoid spam filters. </p><p>To verify if a web crawler accessing your server really is Googlebot, you can run a reverse DNS lookup and then a forward DNS lookup. More on this topic can be found in <a href="https://support.google.com/webmasters/answer/80553?hl=en">Google Webmaster Help Center</a>. </p><h2>Merge logs with other data sources </h2><p>While it’s no necessary to connect to other data sources, doing so will unlock another level of insight and context that regular log analysis might not be able to give you. An ability to easily connect multiple datasets and extract insights from them is the main reason why <a href="https://powerbi.microsoft.com/en-us/">Power BI</a> is my tool of choice, but you can use any tool that you’re familiar with (e.g. <a href="https://www.tableau.com/">Tableau</a>). </p><p><span></span> </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/power-bi-relationships-73973.jpg"> </p><p>Blend server logs with multiple other sources such as Google Analytics data, keyword ranking, sitemaps, crawl data, and start asking questions like:<br> </p><ul> <li>What pages are not included in the sitemap.xml but are crawled extensively?</li> <li>What pages are included in the Sitemap.xml file but are not crawled?</li> <li>Are revenue-driving pages crawled often?</li> <li>Is the majority of crawled pages indexable?</li> </ul><p>You may be surprised by the insights you’ll uncover that can help strengthen your SEO strategy. For instance, discovering that almost 70 percent of Googlebot requests are for pages that are not indexable is an insight you can act on. </p><p><span></span> </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/power-bi-indexability-99667.jpg"> </p><p>You can see more examples of blending log files with other data sources in <a href="http://tbd">my post about advanced log analysis</a>.<br> </p><h2>Use logs to debug Google Analytics</h2><p>Don’t think of server logs as just another SEO tool. Logs are also an invaluable source of information that can help pinpoint technical errors before they become a larger problem. </p><p>Last year, Google Analytics reported a drop in organic traffic for our branded search queries. But our keyword tracking tool, <a href="https://getstat.com/" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);">STAT Search Analytics</a>, and other tools showed no movement that would have warranted the drop. So, what was going on? </p><p>Server logs helped us understand the situation: There was no real drop in traffic. It was our newly deployed WAF (Web Application Firewall) that was overriding the referrer, which caused some organic traffic to be incorrectly classified as direct traffic in Google Analytics. </p><p>Using log files in conjunction with keyword tracking in STAT helped us uncover the whole story and diagnose this issue quickly. </p><h2>Putting it all together</h2><p>Log analysis is a must-do, especially once you start working with large websites. </p><p>My advice is to start with segmenting data and monitoring changes over time. Once you feel ready, explore the possibilities of blending logs with your crawl data or Google Analytics. That’s where great insights are hidden. </p><h2>Want more? </h2><p>Ready to learn how to get cracking and tracking some more? Reach out and request a <a href="https://getstat.com/demo" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);"> demo</a> get your very own tailored walkthrough of STAT. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/1163571\">RobinRozhon</a></p><p>I use web crawlers on a daily basis. While they are very useful, they only imitate search engine crawlers’ behavior, which means you aren’t always getting the full picture. </p><p>The only tool that can give you a real overview of how search engines crawl your site are log files. Despite this, many people are still obsessed with <a href="https://webmasters.googleblog.com/2017/01/what-crawl-budget-means-for-googlebot.html">crawl budget</a> — the number of URLs Googlebot can and wants to crawl. </p><p>Log file analysis may discover URLs on your site that you had no idea about but that search engines are crawling anyway — a major waste of Google server resources (<a href="https://webmasters.googleblog.com/2017/01/what-crawl-budget-means-for-googlebot.html">Google Webmaster Blog</a>): </p><p><i> “Wasting server resources on pages like these will drain crawl activity from pages that do actually have value, which may cause a significant delay in discovering great content on a site.”</i> </p><p>While it’s a fascinating topic, the fact is that most sites don’t need to worry that much about crawl budget —an observation shared by John Mueller (Webmaster Trends Analyst at Google) quite a <a href="https://twitter.com/johnmu/status/1001814463320903680?lang=en">few times already</a>. </p><p>There’s still a huge value in analyzing logs produced from those crawls, though. It will show what pages Google is crawling and if anything needs to be fixed. </p><p>When you know exactly what your log files are telling you, you’ll gain valuable insights about how Google crawls and views your site, which means you can optimize for this data to increase traffic. And the bigger the site, the greater <a href="https://rozhon.com/blog/crawling-indexing-technical-seo-basics-that-drive-revenue/">the impact fixing these issues will have</a>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/organic-traffic-revenue-yoy-96806.jpg"> </p><h2>What are server logs? </h2><p>A log file is a recording of everything that goes in and out of a server. Think of it as a ledger of requests made by crawlers and real users. You can see exactly what resources Google is crawling on your site. </p><p>You can also see what errors need your attention. For instance, one of the issues we uncovered with our analysis was that our CMS created two URLs for each page and Google discovered both. This led to duplicate content issues because two URLs with the same content was competing against each other. </p><p>Analyzing logs is not rocket science — the logic is the same as when working with tables in Excel or Google Sheets. The hardest part is getting access to them — exporting and filtering that data. </p><p>Looking at a log file for the first time may also feel somewhat daunting because when you open one, you see something like this: </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/log-file-415345.jpg"> </p><p>Calm down and take a closer look at a single line:<br> </p><pre>66.249.65.107 - - [08/Dec/2017:04:54:20 -0400] "GET /contact/ HTTP/1.1" 200 11179 "-" "Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)" </pre><p>You’ll quickly recognize that: </p><ul> <li><i>66.249.65.107</i> is the <strong>IP address</strong> (who)</li> <li><i>[08/Dec/2017:04:54:20 -0400]</i> is the <strong>Timestamp </strong>(when)</li> <li><i>GET </i>is the <strong>Method</strong></li> <li><i>/contact/ </i>is the <strong>Requested URL </strong>(what)</li> <li><i>200 </i>is the <strong>Status Code</strong> (result)</li> <li><i>11179 </i>is the <strong>Bytes Transferred</strong> (size)</li> <li><i>“-”</i> is the <strong>Referrer URL</strong> (source) — it’s empty because this request was made by a crawler</li> <li><i>Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)</i> is the <strong>User Agent</strong> (signature) — this is user agent of Googlebot (Desktop)</li> </ul><p>Once you know what each line is composed of, it’s not so scary. It’s just a lot of information. But that’s where the next step comes in handy. </p><h2>Tools you can use</h2><p>There are many tools you can choose from that will help you analyze your log files. I won’t give you a full run-down of available ones, but it’s important to know the difference between static and real-time tools. </p><ul> <li><strong>Static </strong>— This only analyzes a static file. You can’t extend the time frame. Want to analyze another period? You need to request a new log file. My favourite tool for analyzing static log files is Power BI.</li> <li><strong>Real-time</strong> — Gives you direct access to logs. I really like open source <a href="https://www.elastic.co/elk-stack">ELK Stack</a> (Elasticsearch, Logstash, and Kibana). It takes a moderate effort to implement it but once the stack is ready, it allows me changing the time frame based on my needs without needing to contact our developers.</li> </ul><h2>Start analyzing</h2><p>Don’t just dive into logs with a hope to find something — start asking questions. If you don’t formulate your questions at the beginning, you will end up in a rabbit hole with no direction and no real insights. </p><p>Here are a few samples of questions I use at the start of my analysis: </p><ul> <li>Which search engines crawl my website?</li> <li>Which URLs are crawled most often?</li> <li>Which content types are crawled most often?</li> <li>Which status codes are returned?</li> </ul><p>If you see that Google is crawling non-existing pages (404), you can start asking which of those requested URLs return 404 status code. </p><p>Order the list by the number of requests, evaluate the ones with the highest number to find the pages with the highest priority (the more requests, the higher priority), and consider whether to redirect that URL or do any other action. </p><p><span></span> </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/url-number-of-requests-69062.jpg" "=""> </p><p>If you use a CDN or cache server, you need to get that data as well to get the full picture.<br> </p><h2>Segment your data</h2><p>Grouping data into segments provides aggregate numbers that give you the big picture. This makes it easier to spot trends you might have missed by looking only at individual URLs. You can locate problematic sections and drill down if needed. </p><p>There are various ways to group URLs: </p><ul> <li>Group by content type (single product pages vs. category pages)</li> <li>Group by language (English pages vs. French pages)</li> <li>Group by storefront (Canadian store vs. US store)</li> <li>Group by file format (JS vs. images vs. CSS)</li> </ul><p>Don’t forget to slice your data by user-agent. Looking at Google Desktop, Google Smartphone, and Bing all together won’t surface any useful insights. </p><h2>Monitor behavior changes over time</h2><p>Your site changes over time, which means so will crawlers’ behavior. Googlebot often decreases or increases the crawl rate based on factors such as a page’s speed, internal link structure, and the existence of crawl traps. </p><p>It’s a good idea to check in with your log files throughout the year or when executing website changes. I look at logs almost on a weekly basis when releasing significant changes for large websites. </p><p>By analyzing server logs twice a year, at the very least, you’ll surface changes in crawler’s behavior. </p><h2>Watch for spoofing</h2><p>Spambots and scrapers don’t like being blocked, so they may fake their identity — they leverage Googlebot’s user agent to avoid spam filters. </p><p>To verify if a web crawler accessing your server really is Googlebot, you can run a reverse DNS lookup and then a forward DNS lookup. More on this topic can be found in <a href="https://support.google.com/webmasters/answer/80553?hl=en">Google Webmaster Help Center</a>. </p><h2>Merge logs with other data sources </h2><p>While it’s no necessary to connect to other data sources, doing so will unlock another level of insight and context that regular log analysis might not be able to give you. An ability to easily connect multiple datasets and extract insights from them is the main reason why <a href="https://powerbi.microsoft.com/en-us/">Power BI</a> is my tool of choice, but you can use any tool that you’re familiar with (e.g. <a href="https://www.tableau.com/">Tableau</a>). </p><p><span></span> </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/power-bi-relationships-73973.jpg"> </p><p>Blend server logs with multiple other sources such as Google Analytics data, keyword ranking, sitemaps, crawl data, and start asking questions like:<br> </p><ul> <li>What pages are not included in the sitemap.xml but are crawled extensively?</li> <li>What pages are included in the Sitemap.xml file but are not crawled?</li> <li>Are revenue-driving pages crawled often?</li> <li>Is the majority of crawled pages indexable?</li> </ul><p>You may be surprised by the insights you’ll uncover that can help strengthen your SEO strategy. For instance, discovering that almost 70 percent of Googlebot requests are for pages that are not indexable is an insight you can act on. </p><p><span></span> </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/power-bi-indexability-99667.jpg"> </p><p>You can see more examples of blending log files with other data sources in <a href="http://tbd">my post about advanced log analysis</a>.<br> </p><h2>Use logs to debug Google Analytics</h2><p>Don’t think of server logs as just another SEO tool. Logs are also an invaluable source of information that can help pinpoint technical errors before they become a larger problem. </p><p>Last year, Google Analytics reported a drop in organic traffic for our branded search queries. But our keyword tracking tool, <a href="https://getstat.com/" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);">STAT Search Analytics</a>, and other tools showed no movement that would have warranted the drop. So, what was going on? </p><p>Server logs helped us understand the situation: There was no real drop in traffic. It was our newly deployed WAF (Web Application Firewall) that was overriding the referrer, which caused some organic traffic to be incorrectly classified as direct traffic in Google Analytics. </p><p>Using log files in conjunction with keyword tracking in STAT helped us uncover the whole story and diagnose this issue quickly. </p><h2>Putting it all together</h2><p>Log analysis is a must-do, especially once you start working with large websites. </p><p>My advice is to start with segmenting data and monitoring changes over time. Once you feel ready, explore the possibilities of blending logs with your crawl data or Google Analytics. That’s where great insights are hidden. </p><h2>Want more? </h2><p>Ready to learn how to get cracking and tracking some more? Reach out and request a <a href="https://getstat.com/demo" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);"> demo</a> get your very own tailored walkthrough of STAT. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11012130.gif" height="1" width="1"/> Bonjour, Bonvoy: Marriott, SPG Cards Getting New Names, Perks https://www.nerdwallet.com/blog/credit-cards/marriott-bonvoy-marriott-spg-credit-cards-new-names/ NerdWallet urn:uuid:405a2c18-0522-f8b4-a208-3541a5ddcb01 Wed, 23 Jan 2019 14:00:05 +0000 When Marriott International announced it would rebrand its loyalty program as Marriott Bonvoy on Feb. 13, 2019, it was clear that changes to the Marriott- and SPG-branded card portfolios would follow.… <p>When Marriott International announced it would rebrand its loyalty program as Marriott Bonvoy on Feb. 13, 2019, it was clear that changes to the Marriott- and SPG-branded card portfolios would follow. Now, Chase and American Express — the issuers that offer co-branded cards with Marriott — have released more details about the changes, which include new...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Claire Tsosie is a writer at NerdWallet. Email: claire@nerdwallet.com. Twitter: @ideclaire7. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Bonjour, Bonvoy: Marriott, SPG Cards Getting New Names, Perks originally appeared on NerdWallet.</p><span data-post-id="606864"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606864" style="display: none;" data-has-syndication-rights="1" /> How Google Analytics Attributes Traffic From Facebook https://www.socialmediaexaminer.com/how-google-analytics-attributes-traffic-facebook/ Social Media Examiner urn:uuid:c4daecba-1b8c-abc3-956c-f9d1d16b683a Wed, 23 Jan 2019 11:00:54 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/google-analytics-facebook-traffic-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/google-analytics-facebook-traffic-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/google-analytics-facebook-traffic-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/google-analytics-facebook-traffic-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/google-analytics-facebook-traffic-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/google-analytics-facebook-traffic-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want a better understanding of Google Analytics? Wondering why Facebook and Google Analytics sometimes report different results? In this article, you’ll learn how Google tracks traffic and conversions and how to resolve discrepancies between Google Analytics and Facebook Ads Manager. What Is Traffic and Conversion Attribution? To understand what attribution is and how it works, [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-google-analytics-attributes-traffic-facebook/">How Google Analytics Attributes Traffic From Facebook</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Huge Capital One Bonuses on Spark Cards Ending Soon https://www.nerdwallet.com/blog/credit-cards/capital-one-spark-business-larger-bonus-ending-soon/ NerdWallet urn:uuid:aff1a119-e098-b610-18f4-97d28ea2bcfd Tue, 22 Jan 2019 19:50:04 +0000 Capital One’s giant sign-up offers for its Spark-branded business credit cards will expire near the end of January. Offers announced in December: Capital One® Spark® Cash for Business: Earn up… <p>Capital One’s giant sign-up offers for its Spark-branded business credit cards will expire near the end of January. Offers announced in December: Capital One® Spark® Cash for Business: Earn up to $2,000: Earn a $500 cash bonus when you spend $5,000 in the first 3 months and $1,500 when you spend $50,000 in the first...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Gregory Karp is a writer at NerdWallet. Email: gkarp@nerdwallet.com. Twitter: @spendingsmart. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Huge Capital One Bonuses on Spark Cards Ending Soon originally appeared on NerdWallet.</p><span data-post-id="601638"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=601638" style="display: none;" data-has-syndication-rights="1" /> Flight Deal: Get Up to 75% off Spirit Airlines Round-Trip Flights https://www.nerdwallet.com/blog/travel/flight-deal-get-up-to-75-off-spirit-airlines-round-trip-flights/ NerdWallet urn:uuid:635b9a76-972f-205d-3dea-3f6058c16e5c Tue, 22 Jan 2019 19:35:11 +0000 Spirit Airlines is offering huge savings on round-trip flights for one day only. In honor of being named Air Transport World’s Value Airline of the Year, the carrier is offering… <p>Spirit Airlines is offering huge savings on round-trip flights for one day only. In honor of being named Air Transport World’s Value Airline of the Year, the carrier is offering up to 75% off round-trip flights that are booked on Jan 22, 2019. The deal is good for Tuesday and Wednesday travel from Jan. 29...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Flight Deal: Get Up to 75% off Spirit Airlines Round-Trip Flights originally appeared on NerdWallet.</p><span data-post-id="606828"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606828" style="display: none;" data-has-syndication-rights="1" /> How to Optimize Your Conversion Funnel, from ToFu to BoFu http://tracking.feedpress.it/link/9375/11009732 Moz Blog urn:uuid:33a2648c-e682-c65e-d32d-64b54cc03e6b Tue, 22 Jan 2019 17:45:15 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12602479\">OliviaRoss</a></p><p>No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.<br></p><p>The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.</p><h2>What is the conversion funnel?</h2><p>The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach. </p><p>Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.</p><p>A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c4710036.64704731.png"></p><p>Here’s a quick rundown of what to offer for each step of the funnel:</p><h2>Creating your funnel</h2><p>Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to <a href="https://support.google.com/analytics/answer/1032415?visit_id=636743731759157512-3271043109&hl=en&rd=1" target="_blank">set up a funnel visualization in Google Analytics</a>. In building your funnel, focus on these three things:</p><ul><li><strong>The name of your goal: </strong>This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”</li><li><strong>The actual funnel layout: </strong>You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.</li><li><strong>The value of the goal: </strong>In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).</li></ul><p>A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.</p><p>If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c4d23530.89408988.png"></p><p class="caption">You must account for all avenues of traffic. <a href="https://www.crazyegg.com/blog/website-conversion-funnel/" target="_blank">Image Source</a></p><h2>Awareness stage</h2><p>It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.</p><p>For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.</p><h3>Blogging</h3><p>Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.</p><p>So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.</p><p>Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c52021d6.40347026.png"></p><p>Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.</p><h2><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c59b1936.43574340.png"></h2><p>HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.</p><h3>Social networking</h3><p>People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.</p><h2><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c61737b5.16655057.png"></h2><p class="caption">OptinMonster - <a href="https://www.crazyegg.com/blog/website-conversion-funnel/" target="_blank">Image Source</a></p><h2>Interest / consideration</h2><p>This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.</p><p>According to <a href="https://unbounce.com/conversion-glossary/definition/unique-value-proposition/" target="_blank">Unbounce</a>, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.</p><p>During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.</p><h3>PPC and landing pages</h3><p>You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.</p><p>Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP. </p><p>Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c6729ec2.83223221.png"></p><p>By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%. </p><p>Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.</p><h3>Site optimization</h3><p>If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.</p><p>Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it. </p><p>The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c6cf4ac6.77652376.png"></p><p>When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.</p><p>Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.</p><h3>Gather qualitative data</h3><p>Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c743d5d8.99287776.png"></p><p>In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?</p><p>If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.</p><p>Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.</p><h2>Intent (also known as the evaluation or desire phase)</h2><p>By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a <a href="https://www.hubspot.com/marketing-statistics?_ga=2.130324815.1550668959.1534271774-674462723.1532012402&__hstc=103427807.fb64c864df42da89824626a94a67a508.1541101626691.1548195647886.1548204750037.184&__hssc=103427807.12.1548204750037&__hsfp=3481256440#Lead%20Generation" target="_blank">4–10 times higher response rate</a> compared to generic email blasts and outreach. Nurtured leads produce, on average, <a href="https://blog.hubspot.com/marketing/demand-gen-stats-resources?_ga=1.123991242.1739393636.1464119538&__hstc=103427807.fb64c864df42da89824626a94a67a508.1541101626691.1548195647886.1548204750037.184&__hssc=103427807.12.1548204750037&__hsfp=3481256440" target="_blank">a 20% lift</a> in sales opportunities. Clearly, this is an extremely important part in the funnel.</p><p>Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.</p><h3>Email<br></h3><p>Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c78dd518.19156422.png"></p><p class="caption">In this email, we offer a piece of content relevant to our subscribers’ interests</p><h3>Create location- and product-specific pages</h3><p>Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page. </p><p>At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c7e72c17.33593591.png"></p><p class="full-width"><a href="https://i.imgur.com/C6cVA2G.png" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-22-at-5-342556.jpg" alt="" "=""></a></p><p class="full-width caption">Click to see a larger image.</p><h3>Continue using PPC campaigns</h3><p class="full-width"><a href="https://i.imgur.com/ut3AnoS.png" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-22-at-5-117700.jpg" alt="" "=""></a></p><p class="full-width caption">Click to see a larger image.</p><p>In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.</p><p>We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks. </p><p>The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state. </p><h3>Continue using landing pages</h3><p>A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.</p><p>Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c8454110.83950680.png"></p><p>Notice the questions being asked in the step-one form:</p><ol><li>Average Monthly Revenue</li><li>Current E-Commerce Pain Points</li></ol><p>These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.</p><p>Next, they’re directed to the second-step form fields:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c8d00e80.72753086.png"></p><p>This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.</p><h3>Take advantage of thank you pages</h3><p>Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c94d2336.19903459.png"></p><p>When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo. </p><p>It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email. </p><h2>Action</h2><p>Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.</p><p>If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer. </p><p>Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.</p><h2>Key takeaways</h2><p>Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.</p><p>From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to <p>Posted by <a href=\"https://moz.com/community/users/12602479\">OliviaRoss</a></p><p>No matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.<br></p><p>The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understanding where your customer is in the funnel, you can better move them through that funnel into a reoccurring sale.</p><h2>What is the conversion funnel?</h2><p>The “conversion funnel” (also known as the “sales funnel”) is a term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process is often described as a funnel because you're guiding the customer toward your conversion point. And these prospects come from a gamut of methods such as SEO, content marketing, social media marketing, paid ads, and cold outreach. </p><p>Conversion rate optimization can occur at every stage in the funnel to improve the number of people you drive towards the most important action. To do this effectively, you need to think about the user experience at each stage — what they want, and how you can give it to them.</p><p>A typical conversion funnel has several stages: awareness, interest, consideration, intent, and finally purchase (buy).</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c4710036.64704731.png"></p><p>Here’s a quick rundown of what to offer for each step of the funnel:</p><h2>Creating your funnel</h2><p>Before you even bother creating different offers for different steps in the funnel, you’ll need to make sure you’re tracking these goals properly. The first step is to <a href="https://support.google.com/analytics/answer/1032415?visit_id=636743731759157512-3271043109&hl=en&rd=1" target="_blank">set up a funnel visualization in Google Analytics</a>. In building your funnel, focus on these three things:</p><ul><li><strong>The name of your goal: </strong>This goal should have a recognizable name so you know what you’re looking at in your reports. For example, “Document capture e-book A” or “free trial subscription B.”</li><li><strong>The actual funnel layout: </strong>You may add up to 10 pages in Google Analytics for a conversion funnel. This will allow you to find out where prospects are leaving before completing the goal. Without this, you won’t know which areas need the most attention and improvement.</li><li><strong>The value of the goal: </strong>In order to determine your ROI, you’ll need to decide what a complete goal is worth. If 20% of prospects who download a whitepaper end up becoming customers who spend $1000 with you, the download value might be $200 (20% of $1000).</li></ul><p>A very important to thing to take note of is that your potential customers will be coming from several different avenues to your site. Assuming you don’t have a very small site with very few visitors, there are several likely paths prospects will take towards conversion.</p><p>If you try to push all of your prospects through the same funnel, it may look like your site’s conversion rate is extremely low. However, these customers may be getting to you through a different way such as landing pages.</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c4d23530.89408988.png"></p><p class="caption">You must account for all avenues of traffic. <a href="https://www.crazyegg.com/blog/website-conversion-funnel/" target="_blank">Image Source</a></p><h2>Awareness stage</h2><p>It’s no secret that customers need to know you exist before they can even think about considering you. So in this phase, you need to focus on attracting people to your site.</p><p>For this first step of the funnel, the goal is to create a strong first impression and to build a relationship with your prospective customers. This content should impress them enough that they fill out a form showing interest by giving you their email. Creating multiple TOFU offers gives you the information (company, name, email address) you need to segment and nurture leads further down the funnel.</p><h3>Blogging</h3><p>Let’s say Directive wants to create lead generation content. We’ll have some blog posts around PPC, SEO, and content marketing, and we will make sure to categorize these, either in the URL itself or on specific pages, in order to more easily segment our audiences.</p><p>So not only should you be targeting people based on the categories they’re visiting, but if you send people to very specific content upgrades or exit popups based on the content they’re reading, you’re going to increase your conversion rates even more.</p><p>Let’s pretend your conversion rate is normally just 3–4%, but a blog post talking about technical SEO saw an 18% conversion rate. This is because you’re sending a very specific audience to that page.</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c52021d6.40347026.png"></p><p>Look at how HubSpot lays out their resources navigation. There’s tons of valuable content to learn from.</p><h2><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c59b1936.43574340.png"></h2><p>HelpScout separates their content into categories, and each post is easily scannable in the 3-column card structure.</p><h3>Social networking</h3><p>People use social networks for everything nowadays, from getting advice to looking up reviews and referrals. They like seeing the behind-the-scenes on a business’ Instagram, they field their complaints through a business’ Facebook and Twitter, and they look for tutorials and how-tos on Pinterest and YouTube. Social proof builds trust and helps increase conversions. Therefore, create an active presence on the networks that make sense for your market in order to meet your customers. Social media can also indirectly impact your search engine rankings.</p><h2><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c61737b5.16655057.png"></h2><p class="caption">OptinMonster - <a href="https://www.crazyegg.com/blog/website-conversion-funnel/" target="_blank">Image Source</a></p><h2>Interest / consideration</h2><p>This stage of the conversion funnel is where you must start standing out from your competitors. If you offer service A at price B but so does Competitor #3, then how is that going to set you apart? What’s going to make the customer more interested in you over a competitor? The thing that makes you different is what will generate the most interest. This is why your unique value proposition (UVP) is so important.</p><p>According to <a href="https://unbounce.com/conversion-glossary/definition/unique-value-proposition/" target="_blank">Unbounce</a>, your UVP, also known as a unique selling proposition (USP), is a clear statement that describes the benefit of your offer, how you solve your customer's needs, and what sets you apart from the competition.</p><p>During the interest stage, your website and content are extremely important in creating that closer relationship with your customers. However, people merely visiting your awesome site is not enough. You will want to keep them engaged after they leave. Just like in the awareness phase, we do this by capturing their email. However, we want to push a little further now.</p><h3>PPC and landing pages</h3><p>You can easily increase conversions with email opt-ins that only appear to your PPC visitors. Using this page-level targeting can really boost the effectiveness of your PPC campaigns.</p><p>Focus on creating attention-grabbing content like headlines, carousel images, and banners all focused around your UVP. </p><p>Here at Directive, we’re constantly coming up with strategies to help our clients get the most leverage out of their content. We created a landing page focused around demo requests. This page was not performing nearly as well as we would have hoped, so we decided to change the offer to a demo video.</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c6729ec2.83223221.png"></p><p>By switching an offering from a full demo to just a short 5-minute demo video, we saw a tremendous lift in conversion rates. It makes sense when you realize that the people in our target audience were in the awareness stage and were not interested in spending 30 minutes to an hour with a stranger explaining a product that they’re not ready to buy. As you can see, the demo video outperformed the full demo by an increase of 800%. </p><p>Now these leads aren’t anywhere close to buying yet, but it’s better to build that interest in a larger pool of people who can potentially turn into sales than to only have two sales qualified leads to start with.</p><h3>Site optimization</h3><p>If you notice that you're getting decent traffic to your website but the prospects are bouncing after a short amount of time, the problem could be that your website doesn't have the content they're looking for, or that the site is difficult to navigate. Make sure to focus on making your web pages clean and legible. You only get one shot at a first impression, so your site must be easy to navigate and the content must explain the unique value of your product or service.</p><p>Think about creating supporting content, including a mission statement, blog posts, great promotional offerings, a competitive shipping and returns policy — whatever drives the point home that your customers need the services that only you can offer. Your content needs to encourage visitors to want to learn more about you and what you do. If you're creating blog posts (which you should be), include a call to action for more in-depth content that requires prospects to join your email list to receive it. </p><p>The Calls to Action on your pages are extremely important to focus on as well. If the prospects aren’t sure what you’re offering, they’ll be less likely to convert. For this client, we changed the CTA text to “Get an Instant Quote” from “Shop Now” and right off the bat, it made a huge difference. We ended the experiment in about 11 days because it worked so well and the client was so happy.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c6cf4ac6.77652376.png"></p><p>When comparing the rest of the quarter after the test was complete to the same period before the test began, we saw a 39% increase in request a quote submissions, and a 132% increase in completed checkouts.</p><p>Along with concise and clear UVP-related copy throughout your website and blog, continue using white papers, guides, checklists, and templates. These are your lead magnets to gather more customer emails in exchange for your offer.</p><h3>Gather qualitative data</h3><p>Use qualitative data tools such as Hotjar to find out where people are clicking, scrolling, or getting stuck on your website. You can build your conversion funnel in Hotjar to see where customers are dropping off. This will tell you which pages you need to optimize. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c743d5d8.99287776.png"></p><p>In this Hotjar funnel, you can see that there’s a major drop off on the demo page. What information isn’t clear on the demo page? Is there friction on this page to keep customers from wanting a demo?</p><p>If you’re still not sure what to fix, sometimes it’s best to hear it straight from the horse’s mouth. Set up user polls on your site asking customers what's keeping them from getting their demo/trial/product/etc.</p><p>Live chat and chatbots are another way to get user feedback. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human. People want answers to their problems as quickly as possible, so providing that live chat solution is a great way to keep people from bouncing because they can’t find the information they need.</p><h2>Intent (also known as the evaluation or desire phase)</h2><p>By now, you and some of your competitors are in the running, but only one of you can win first prize. Your potential customers have now started to narrow down their options and eliminate bad fits. According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a <a href="https://www.hubspot.com/marketing-statistics?_ga=2.130324815.1550668959.1534271774-674462723.1532012402&__hstc=103427807.fb64c864df42da89824626a94a67a508.1541101626691.1548195647886.1548204750037.184&__hssc=103427807.12.1548204750037&__hsfp=3481256440#Lead%20Generation" target="_blank">4–10 times higher response rate</a> compared to generic email blasts and outreach. Nurtured leads produce, on average, <a href="https://blog.hubspot.com/marketing/demand-gen-stats-resources?_ga=1.123991242.1739393636.1464119538&__hstc=103427807.fb64c864df42da89824626a94a67a508.1541101626691.1548195647886.1548204750037.184&__hssc=103427807.12.1548204750037&__hsfp=3481256440" target="_blank">a 20% lift</a> in sales opportunities. Clearly, this is an extremely important part in the funnel.</p><p>Customers in the middle of the sales funnel are looking for content that shows them that you're the expert in what you do. Live demos, expert guides, webinars, and white papers that explain how you’re better over competitors are very valuable at this stage. Use social proof to your advantage by using testimonials, reviews, and case studies to show how other customers have enjoyed your services or products. Many qualified leads are still not ready to buy. So in order to nurture these leads and turn them into real paying customers, provide interesting emails or an online community such as a Facebook group.</p><h3>Email<br></h3><p>Start educating your potential customers about what it is you do. Build trust through automated emails sent to subscribers with answers to FAQs about your services and links to new content you have created.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c78dd518.19156422.png"></p><p class="caption">In this email, we offer a piece of content relevant to our subscribers’ interests</p><h3>Create location- and product-specific pages</h3><p>Often times, your prospective clients are searching for a very specific product, or they need a service that's local to their area. By creating pages focused around what these users need, you're likely to get more conversions and qualified leads than a general overview page. </p><p>At Directive, we created location pages for a client that targeted the areas they serve. We optimized the pages to reflect bubble keywords that increased their rankings and we now rank for a few different keywords on both the first and second page on Google. Since then, the amount of conversions from these pages have been tremendous.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c7e72c17.33593591.png"></p><p class="full-width"><a href="https://i.imgur.com/C6cVA2G.png" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-22-at-5-342556.jpg" alt="" "=""></a></p><p class="full-width caption">Click to see a larger image.</p><h3>Continue using PPC campaigns</h3><p class="full-width"><a href="https://i.imgur.com/ut3AnoS.png" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-22-at-5-117700.jpg" alt="" "=""></a></p><p class="full-width caption">Click to see a larger image.</p><p>In this example, we brought a top-of-funnel CTA into bottom-of-funnel targeting.</p><p>We created ads that linked to a gated whitepaper on the client’s website. As you can see, there are a large number of impressions with 531 clicks. </p><p>The theory was that our targeting was enough of a pre-qualification. Instead of getting a custom practice evaluation, the user was offered a map to show them how much money they could be making per patient in their state. </p><h3>Continue using landing pages</h3><p>A specific landing page and call to action is more relevant to the visitor’s needs than your homepage and so is more likely to convert.</p><p>Following the multi-step model designed to ease visitors into a commitment, here’s a demo example from one of our clients:</p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c8454110.83950680.png"></p><p>Notice the questions being asked in the step-one form:</p><ol><li>Average Monthly Revenue</li><li>Current E-Commerce Pain Points</li></ol><p>These questions allow the user to stay anonymous. They also lead the user to believe that they will get a more custom response to their needs based on the specific information they input.</p><p>Next, they’re directed to the second-step form fields:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c8d00e80.72753086.png"></p><p>This step is asking for the personal information. However, notice the change in headline on the form itself. “Last step: We have your demo ready to go. Who can we give this to?” This second-step language is very important as it reminds the visitor as to why we need their information: it’s for their benefit — we want to give the visitor something, not take something from them. Time and again, I see a multi-step page outperform a one-step by 300%.</p><h3>Take advantage of thank you pages</h3><p>Even though you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Right after people opt in for the offer on your landing page, you’ll want to ask them to immediately take another specific action on the thank you page. For example, if you have a page offering a free e-book, offer a free demo on the thank you page to attempt to push those prospects farther down the funnel. They’ll be much more likely to take an action once you’ve already convinced them to take a smaller action. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/optimize-conversion-funnel-tofu-bofu/5c47c3c94d2336.19903459.png"></p><p>When visitors land on the report thank you page, we provide them the download link, but we also provide next steps with an option to get a demo. </p><p>It’s important to tag people based on what they’ve downloaded or what posts they’ve read. That way you can create tailored messaging for these prospects when reaching out to them through email. </p><h2>Action</h2><p>Assuming you’ve optimized each step of the conversion funnel, you should have some qualified leads becoming paying customers. However, your work here is not done. You will need to continue nurturing those qualified leads. After someone has taken a desired action and converted on your website, you’ll want to get these people back into the funnel in order to coax them into repeat business. Retention is such an important part of growing your customer base, since this will be revenue that you don’t have to pay for — this audience already showed a definite interest in what you're offering.</p><p>If the lead converts into a customer, show them your other products or services and begin the cycle again. For example, let’s say you provide tree-trimming services and your customer just had you come by to trim the oak trees in their large backyard. After the job is done, continue reaching out to this customer with other services such as grass treatment, stump removals, or whatever else could be useful to them. You can do this by inviting them to an email newsletter or your social media channels. Send coupons and promotions via email. If you have an online store, include loyalty materials in their shipped order so they understand how much you value them as a customer. </p><p>Along with nurturing this repeat business, focus on optimizing your product pages by removing friction and doing all you can to encourage shoppers to checkout. Examine and improve your checkout flow by answering common questions along the way.</p><h2>Key takeaways</h2><p>Optimizing your funnel is a process that takes time, so don’t be afraid to experiment. It may take a few different offers before you find one that sticks and garners the most conversions. So create as many TOFU offers as you can think of to cater to the many different personas that make up your customer base. From white books and e-books to free trials, your TOFU content is the first step to building that relationship with your customers.</p><p>From there, continue creating great content and nurturing those mid-funnel leads. If your content is relevant and your website is optimized, you'll notice that you'll be getting many more leads than you did before optimization. The more leads you gather and keep interested, the more likely you are to The Power of No: How This One Little Word Will Change Your Life https://neilpatel.com/blog/power-of-no/ The KISSmetrics Marketing Blog urn:uuid:ebcd79cb-b143-0b40-0c73-81bb11461d09 Tue, 22 Jan 2019 13:19:28 +0000 <p>When I started my journey as an entrepreneur, I made a huge mistake. And sadly, it took me years to figure out what I was doing wrong. The issue with this mistake is that it isn’t obvious. Not just entrepreneurs, but people, in general, make it for the majority of their lives. Can you guess [&#8230;]</p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/power-of-no/">The Power of No: How This One Little Word Will Change Your Life</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <p>When I started my journey as an entrepreneur, I made a huge mistake. And sadly, it took me years to figure out what I was doing wrong.</p> <p>The issue with this mistake is that it isn’t obvious. Not just entrepreneurs, but people, in general, make it for the majority of their lives.</p> <p><em>Can you guess what that mistake is?</em></p> <p>I was a people pleaser. I kept saying “yes.&#8221; <em>Especially when it came to business.</em></p> <p>The moment I stopped saying yes, things started to change. I started to make more money, my customers were happier, people stopped trying to walk all over me, and my team members were happier with me.</p> <p>I know what you are thinking… this sounds crazy, <em>right?</em> <em>By telling people what they don’t want to hear everything miraculously gets better?</em></p> <p>Sounds too good to be true…</p> <p>Well, here’s how it works.<span id="more-77812"></span></p> <h2><strong>Why do you say “yes?&#8221;</strong></h2> <p>Well, the reason you say yes is probably the same reason I also said yes.</p> <p>You want to please people.</p> <p>And if you keep saying yes, believe it or not, it won’t make them happy. In fact, it will make them more upset.</p> <p>Of course, there is a time and place to say yes to people, but not always. Sometimes people ask for things that are unrealistic.</p> <p>A lot of the time it is asking for a drastic discount on your product or service… a discount that will make you lose money.</p> <p>Or sometimes a boss may ask you to complete a task within a very tight deadline that you know isn’t possible.</p> <p>Now think about it this way: when you say yes just to please people it will make things worse.</p> <p>For example, when it comes to reducing the price or your service so much that you’ll lose money, it won’t motivate you to help out your client. And even more important, you won’t be able to spend the time and energy your client will need because you&#8217;re losing money.</p> <p>This means that not only will you regret your decision, but they will be upset with you because of the poor performance.</p> <p>Same goes with your boss. If he or she asks you to meet a tight deadline that isn’t possible, and you agree to it and miss the deadline, they are going to be upset with you.</p> <p>In other words, saying yes when you shouldn’t might make people happy with you temporarily, but in the long run, they are going to be disappointed and, in many cases, angry with you.</p> <h2><strong>So, what should you say instead of yes?</strong></h2> <p><em>No!</em></p> <p>It really is that simple. All you have to do is say no.</p> <p>Of course, you’ll have to explain why, but it’s a very powerful word that won’t make people upset with you as long as you use it right.</p> <p>For example, with my ad agency, <a href="https://neilpateldigital.com/">Neil Patel Digital</a>, people ask for discounts all of the time.</p> <p>Can you guess what my sales team says?</p> <p><em>No!</em></p> <p>But they say it nicely and usually tell potential customers….</p> <blockquote><p>We can’t go down in price. We charge this much because we know what it takes to provide results, and if we went down in price, we won’t be able to provide you with the service you are expecting.</p></blockquote> <p>I know it may make you feel a bit uncomfortable to be this direct but you need to. It will do wonders for you and your business.</p> <p>Even when your boss asks you to complete a task that isn’t realistic, you should say something like…</p> <blockquote><p>I want to help you get the task done, and I don’t mind working extra hours, but it won’t be feasible for me to meet your deadline. The reason being is because of X, Y, and Z. If it is more important to complete this task than the current tasks I am working on, I can always push them back if you are open to it. Or if we can reduce the scope of the project, I may be able to get it done within Y timeframe.</p></blockquote> <p>When it comes to your boss, you’ll want to be creative.</p> <p>Instead of just saying “no” you’ll want to come up with possible solutions. Your boss may not like any of the solutions but being proactive and thinking outside of the box at least shows your boss that you are trying to do what’s best for the company.</p> <p>Now let me forewarn you when it comes to saying no to your boss&#8230;</p> <p>If you are truly right, there is no issue with saying no. But if you are lazy and a slow worker and other people can get the task done within the time they are proposing, then things aren’t going to work out for you.</p> <p>In other words, don’t just use the word no because you are lazy and don’t want to do extra work. Use it when it really makes sense.</p> <h2><strong>How does this help with sales?</strong></h2> <p>Have you ever heard the saying… “play hard to get.”</p> <p>From a psychological standpoint, <a href="https://www.businessinsider.com/why-we-want-what-we-cant-have-2018-3">we have a higher perceived value for things that may be out of reach</a>. In other words, saying no makes you seem more desirable because you are making yourself a bit more out of reach.</p> <p>To give you an example of this, I was once in a meeting in New York where someone offered me a job.</p> <p>It didn&#8217;t make sense for me to take the job as I have a business that I love. <em>So I said no.</em></p> <p>Their response was…</p> <blockquote><p>Well, you don’t even know what I am going to offer you… so just hear me out.</p></blockquote> <p>They then made me an offer of a million-dollar salary.</p> <p>I kindly responded with, I appreciate the offer, but I am still going to decline.</p> <p><em>And you know what they said next?</em></p> <p>They offered me $2,000,000.</p> <p>I said no, but I offered to help find them someone for free who might be a good fit.</p> <p>Long story short, they weren’t happy with my response and they offered me all the way up to a $4,500,000 annual base salary plus bonuses.</p> <p>And of course, I still said no.</p> <p>You’re probably not going to have the same experience as me (at least not yet if you are starting out), but when you start saying no you’ll have similar experiences.</p> <p>People will more likely work with you and pay your price if you hold your ground.</p> <p>See, here’s the big issue with saying yes in sales when people are asking for more or want to pay less:</p> <p>The moment you say yes, the first thing that goes through their mind is “what else can I get?” And they’ll keep asking more and it won’t stop.</p> <p>Then you’ll find yourself with a deal that doesn’t make sense for you.</p> <p>So, do yourself a favor and start saying no, especially when it comes to sales.</p> <h2><strong>Why should you tell your customers no?</strong></h2> <p>Similar to sales, once people join as a customer it’s a slippery slope to keep telling them yes.</p> <p>The moment your clients sees you move an inch, they’ll take a mile.</p> <p>So, when they start asking for you to do things out the scope, you should say no. Even when they are small things as it will lead to bigger asks in the future.</p> <p>Now, I am not saying that you shouldn’t keep your clients happy. You should provide the product or service they paid for. And every once in a while, if you want to go above and beyond for them&#8230; you should. But it should be you making that decision and not them asking for you to make it.</p> <p>Just for a moment, think about what I just said…</p> <p>If you want to go above and beyond for your customer or client when they aren’t expecting, that’s fine and it will make you look good. But if your customer is asking for you to go above and beyond, it will set a bad precedent.</p> <h2><strong>Why it’s ok to tell your co-workers no</strong></h2> <p>Out of all of them, this is the trickiest one because you don’t want to create a bad work environment and have people hate you.</p> <p>But if people are having you do stuff that isn’t the best for the business and it doesn’t logically make sense, there is nothing wrong with saying no.</p> <p>I will warn you though, just saying “no” and providing no explanation or alternative solutions will cause problems for you.</p> <p>As long as your explanations are reasonable and logical you’ll be fine. Also, the reasons need to be best for the business as well. In addition, you’ll need to provide alternative solutions… <em>this is the key as it shows you are a team player and proactive</em>.</p> <p>You’ll want to make sure that you are thinking things through before you give your response.</p> <p>People will respect your decision if it makes sense… maybe not right then and there, but in the long run, they will.</p> <p>On the flip side, if you keep telling your co-workers no when they are right, or your boss no because you are lazy, you’ll probably get fired. <em>Especially if you don’t give them alternative solutions.</em></p> <p>So, you&#8217;ll need to be careful with this.</p> <h2><strong>Conclusion</strong></h2> <p>Stop saying yes to everything. All it will do is make your life miserable.</p> <p>I know that sounds counter-intuitive, but it’s true.</p> <p>Over the next week, I want you to try something…</p> <p>When someone asks you for something that is unreasonable, just say no. You should provide an explanation and potentially even provide an alternative solution.</p> <p>Yes, this sounds crazy, but it works. Just like anything else, it takes practice and you’ll get better at it over time.</p> <p><em>So, are you going to start saying “no” now?</em></p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/power-of-no/">The Power of No: How This One Little Word Will Change Your Life</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=ll6Tf34PVGc:9CUz2CD1Dyg:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=ll6Tf34PVGc:9CUz2CD1Dyg:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=ll6Tf34PVGc:9CUz2CD1Dyg:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/ll6Tf34PVGc" height="1" width="1" alt=""/> How This One Little Word Will Change Your Life https://neilpatel.com/blog/power-of-no/ The KISSmetrics Marketing Blog urn:uuid:69a285d8-270b-06af-2d48-0568ac302191 Tue, 22 Jan 2019 13:19:28 +0000 <p>When I started my journey as an entrepreneur, I made a huge mistake. And sadly, it took me years to figure out what I was doing wrong. The issue with this mistake is that it isn’t obvious. Not just entrepreneurs, but people, in general, make it for the majority of their lives. Can you guess [&#8230;]</p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/power-of-no/">How This One Little Word Will Change Your Life</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/01/no.jpg" alt="no" /></p> <p>When I started my journey as an entrepreneur, I made a huge mistake. And sadly, it took me years to figure out what I was doing wrong.</p> <p>The issue with this mistake is that it isn’t obvious. Not just entrepreneurs, but people, in general, make it for the majority of their lives.</p> <p><em>Can you guess what that mistake is?</em></p> <p>I was a people pleaser. I kept saying “yes.&#8221; <em>Especially when it came to business.</em></p> <p>The moment I stopped saying yes, things started to change. I started to make more money, my customers were happier, people stopped trying to walk all over me, and my team members were happier with me.</p> <p>I know what you are thinking… this sounds crazy, <em>right?</em> <em>By telling people what they don’t want to hear everything miraculously gets better?</em></p> <p>Sounds too good to be true…</p> <p>Well, here’s how it works.<span id="more-77812"></span></p> <h2><strong>Why do you say “yes?&#8221;</strong></h2> <p>Well, the reason you say yes is probably the same reason I also said yes.</p> <p>You want to please people.</p> <p>And if you keep saying yes, believe it or not, it won’t make them happy. In fact, it will make them more upset.</p> <p>Of course, there is a time and place to say yes to people, but not always. Sometimes people ask for things that are unrealistic.</p> <p>A lot of the time it is asking for a drastic discount on your product or service… a discount that will make you lose money.</p> <p>Or sometimes a boss may ask you to complete a task within a very tight deadline that you know isn’t possible.</p> <p>Now think about it this way: when you say yes just to please people it will make things worse.</p> <p>For example, when it comes to reducing the price or your service so much that you’ll lose money, it won’t motivate you to help out your client. And even more important, you won’t be able to spend the time and energy your client will need because you&#8217;re losing money.</p> <p>This means that not only will you regret your decision, but they will be upset with you because of the poor performance.</p> <p>Same goes with your boss. If he or she asks you to meet a tight deadline that isn’t possible, and you agree to it and miss the deadline, they are going to be upset with you.</p> <p>In other words, saying yes when you shouldn’t might make people happy with you temporarily, but in the long run, they are going to be disappointed and, in many cases, angry with you.</p> <h2><strong>So, what should you say instead of yes?</strong></h2> <p><em>No!</em></p> <p>It really is that simple. All you have to do is say no.</p> <p>Of course, you’ll have to explain why, but it’s a very powerful word that won’t make people upset with you as long as you use it right.</p> <p>For example, with my ad agency, <a href="https://neilpateldigital.com/">Neil Patel Digital</a>, people ask for discounts all of the time.</p> <p>Can you guess what my sales team says?</p> <p><em>No!</em></p> <p>But they say it nicely and usually tell potential customers….</p> <blockquote><p>We can’t go down in price. We charge this much because we know what it takes to provide results, and if we went down in price, we won’t be able to provide you with the service you are expecting.</p></blockquote> <p>I know it may make you feel a bit uncomfortable to be this direct but you need to. It will do wonders for you and your business.</p> <p>Even when your boss asks you to complete a task that isn’t realistic, you should say something like…</p> <blockquote><p>I want to help you get the task done, and I don’t mind working extra hours, but it won’t be feasible for me to meet your deadline. The reason being is because of X, Y, and Z. If it is more important to complete this task than the current tasks I am working on, I can always push them back if you are open to it. Or if we can reduce the scope of the project, I may be able to get it done within Y timeframe.</p></blockquote> <p>When it comes to your boss, you’ll want to be creative.</p> <p>Instead of just saying “no” you’ll want to come up with possible solutions. Your boss may not like any of the solutions but being proactive and thinking outside of the box at least shows your boss that you are trying to do what’s best for the company.</p> <p>Now let me forewarn you when it comes to saying no to your boss&#8230;</p> <p>If you are truly right, there is no issue with saying no. But if you are lazy and a slow worker and other people can get the task done within the time they are proposing, then things aren’t going to work out for you.</p> <p>In other words, don’t just use the word no because you are lazy and don’t want to do extra work. Use it when it really makes sense.</p> <h2><strong>How does this help with sales?</strong></h2> <p>Have you ever heard the saying… “play hard to get.”</p> <p>From a psychological standpoint, <a href="https://www.businessinsider.com/why-we-want-what-we-cant-have-2018-3">we have a higher perceived value for things that may be out of reach</a>. In other words, saying no makes you seem more desirable because you are making yourself a bit more out of reach.</p> <p>To give you an example of this, I was once in a meeting in New York where someone offered me a job.</p> <p>It didn&#8217;t make sense for me to take the job as I have a business that I love. <em>So I said no.</em></p> <p>Their response was…</p> <blockquote><p>Well, you don’t even know what I am going to offer you… so just hear me out.</p></blockquote> <p>They then made me an offer of a million-dollar salary.</p> <p>I kindly responded with, I appreciate the offer, but I am still going to decline.</p> <p><em>And you know what they said next?</em></p> <p>They offered me $2,000,000.</p> <p>I said no, but I offered to help find them someone for free who might be a good fit.</p> <p>Long story short, they weren’t happy with my response and they offered me all the way up to a $4,500,000 annual base salary plus bonuses.</p> <p>And of course, I still said no.</p> <p>You’re probably not going to have the same experience as me (at least not yet if you are starting out), but when you start saying no you’ll have similar experiences.</p> <p>People will more likely work with you and pay your price if you hold your ground.</p> <p>See, here’s the big issue with saying yes in sales when people are asking for more or want to pay less:</p> <p>The moment you say yes, the first thing that goes through their mind is “what else can I get?” And they’ll keep asking more and it won’t stop.</p> <p>Then you’ll find yourself with a deal that doesn’t make sense for you.</p> <p>So, do yourself a favor and start saying no, especially when it comes to sales.</p> <h2><strong>Why should you tell your customers no?</strong></h2> <p>Similar to sales, once people join as a customer it’s a slippery slope to keep telling them yes.</p> <p>The moment your clients sees you move an inch, they’ll take a mile.</p> <p>So, when they start asking for you to do things out the scope, you should say no. Even when they are small things as it will lead to bigger asks in the future.</p> <p>Now, I am not saying that you shouldn’t keep your clients happy. You should provide the product or service they paid for. And every once in a while, if you want to go above and beyond for them&#8230; you should. But it should be you making that decision and not them asking for you to make it.</p> <p>Just for a moment, think about what I just said…</p> <p>If you want to go above and beyond for your customer or client when they aren’t expecting, that’s fine and it will make you look good. But if your customer is asking for you to go above and beyond, it will set a bad precedent.</p> <h2><strong>Why it’s ok to tell your co-workers no</strong></h2> <p>Out of all of them, this is the trickiest one because you don’t want to create a bad work environment and have people hate you.</p> <p>But if people are having you do stuff that isn’t the best for the business and it doesn’t logically make sense, there is nothing wrong with saying no.</p> <p>I will warn you though, just saying “no” and providing no explanation or alternative solutions will cause problems for you.</p> <p>As long as your explanations are reasonable and logical you’ll be fine. Also, the reasons need to be best for the business as well. In addition, you’ll need to provide alternative solutions… <em>this is the key as it shows you are a team player and proactive</em>.</p> <p>You’ll want to make sure that you are thinking things through before you give your response.</p> <p>People will respect your decision if it makes sense… maybe not right then and there, but in the long run, they will.</p> <p>On the flip side, if you keep telling your co-workers no when they are right, or your boss no because you are lazy, you’ll probably get fired. <em>Especially if you don’t give them alternative solutions.</em></p> <p>So, you&#8217;ll need to be careful with this.</p> <h2><strong>Conclusion</strong></h2> <p>Stop saying yes to everything. All it will do is make your life miserable.</p> <p>I know that sounds counter-intuitive, but it’s true.</p> <p>Over the next week, I want you to try something…</p> <p>When someone asks you for something that is unreasonable, just say no. You should provide an explanation and potentially even provide an alternative solution.</p> <p>Yes, this sounds crazy, but it works. Just like anything else, it takes practice and you’ll get better at it over time.</p> <p><em>So, are you going to start saying “no” now?</em></p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/power-of-no/">How This One Little Word Will Change Your Life</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=ll6Tf34PVGc:9CUz2CD1Dyg:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=ll6Tf34PVGc:9CUz2CD1Dyg:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=ll6Tf34PVGc:9CUz2CD1Dyg:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=ll6Tf34PVGc:9CUz2CD1Dyg:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/ll6Tf34PVGc" height="1" width="1" alt=""/> How to Turn Fans Into Engaged Superfans https://www.socialmediaexaminer.com/how-to-turn-fans-engaged-superfans/ Social Media Examiner urn:uuid:14a111f2-de6c-e6c4-371c-d09948617de7 Tue, 22 Jan 2019 11:00:02 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/improve-fan-engagement-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/improve-fan-engagement-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/improve-fan-engagement-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/improve-fan-engagement-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/improve-fan-engagement-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/improve-fan-engagement-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you want to improve your fan engagement? Wondering how to turn fans into superfans? In this article, you’ll discover how to encourage your fans to engage with your business in deeper, more meaningful ways. Why Does Fan Engagement Matter to Marketers? Most definitions of brand engagement agree that it represents a relationship between a [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-turn-fans-engaged-superfans/">How to Turn Fans Into Engaged Superfans</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> How to Use the Instagram Countdown Sticker for Business https://www.socialmediaexaminer.com/how-to-use-instagram-countdown-sticker-business/ Social Media Examiner urn:uuid:cc853050-7e67-4976-7be7-588709500fb6 Mon, 21 Jan 2019 11:00:22 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/instagram-countdown-sticker-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/instagram-countdown-sticker-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/instagram-countdown-sticker-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/instagram-countdown-sticker-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/instagram-countdown-sticker-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/instagram-countdown-sticker-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to promote time-sensitive events and offers on Instagram? Wondering how the Instagram countdown sticker can help? In this article, you’ll learn how to set up the Instagram countdown sticker in stories, and find four ways to use the sticker for marketing. What Is the Instagram Countdown Sticker? Instagram has long been known for sharing [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-use-instagram-countdown-sticker-business/">How to Use the Instagram Countdown Sticker for Business</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Twitter Publisher Dashboard Improves Audience Insights https://www.socialmediaexaminer.com/twitter-publisher-dashboard-improves-audience-insights/ Social Media Examiner urn:uuid:571f6d45-1567-92ee-45d2-690724471320 Sat, 19 Jan 2019 11:00:32 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/SMMT-Show-2018-01-19-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/SMMT-Show-2018-01-19-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/SMMT-Show-2018-01-19-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/SMMT-Show-2018-01-19-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/SMMT-Show-2018-01-19-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/SMMT-Show-2018-01-19-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week&#8217;s Social Media Marketing Talk Show, we explore Twitter announcing new publisher tools, a beta program for upcoming features, and more with special guest Madalyn [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/twitter-publisher-dashboard-improves-audience-insights/">Twitter Publisher Dashboard Improves Audience Insights</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> How to Use Rewards to Fly to Atlanta for Super Bowl LIII https://www.nerdwallet.com/blog/travel/how-to-use-rewards-to-fly-to-atlanta-for-super-bowl-liii/ NerdWallet urn:uuid:23b631a3-5931-798d-ab53-9215ec16e177 Fri, 18 Jan 2019 22:51:17 +0000 If you’re lucky enough to be going to the Super Bowl, you might want to offset that expensive game ticket with some free travel. Super Bowl LIII takes place at… <p>If you’re lucky enough to be going to the Super Bowl, you might want to offset that expensive game ticket with some free travel. Super Bowl LIII takes place at Mercedes-Benz Stadium in Atlanta on Sunday, Feb. 3, 2019, so the good news is there is plenty of service to Hartsfield-Jackson Atlanta International Airport. In...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Rosemarie Clancy is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Use Rewards to Fly to Atlanta for Super Bowl LIII originally appeared on NerdWallet.</p><span data-post-id="606439"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606439" style="display: none;" data-has-syndication-rights="1" /> 5 Things to Do After Getting the Southwest Rapid Rewards Plus Card https://www.nerdwallet.com/blog/travel/5-things-to-do-after-getting-the-southwest-rapid-rewards-plus-card/ NerdWallet urn:uuid:52a767c6-3a23-5d63-85c1-e63df7f38232 Fri, 18 Jan 2019 22:44:47 +0000 With a $69 annual fee, the Southwest Rapid Rewards® Plus Credit Card is the least expensive of three cards offering an amazing perk: Earn Companion Pass and 30,000 points after… <p>With a $69 annual fee, the Southwest Rapid Rewards® Plus Credit Card is the least expensive of three cards offering an amazing perk: Earn Companion Pass and 30,000 points after you spend $4,000 on purchases in the first 3 months. Offer ends 2/11/19. Companion Pass is promotional and will be valid through 12/31/19. To make...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 5 Things to Do After Getting the Southwest Rapid Rewards Plus Card originally appeared on NerdWallet.</p><span data-post-id="606025"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606025" style="display: none;" data-has-syndication-rights="1" /> 8 Things to Do After Getting the Southwest Premier Credit Card https://www.nerdwallet.com/blog/travel/8-things-to-do-after-getting-the-southwest-premier-credit-card/ NerdWallet urn:uuid:9d6dac44-6fa2-cbee-54a5-cf0d1d1efaf4 Fri, 18 Jan 2019 22:41:56 +0000 An exciting new sign-up bonus for Southwest-branded Chase credit cards has a lot of people rushing to apply for the Southwest Rapid Rewards® Premier Credit Card. Its $99 annual fee… <p>An exciting new sign-up bonus for Southwest-branded Chase credit cards has a lot of people rushing to apply for the Southwest Rapid Rewards® Premier Credit Card. Its $99 annual fee gets you all the perks of the $69-a-year Southwest Rapid Rewards® Plus Credit Card, plus no foreign transaction fees. Folks who sign up for the...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 8 Things to Do After Getting the Southwest Premier Credit Card originally appeared on NerdWallet.</p><span data-post-id="604941"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=604941" style="display: none;" data-has-syndication-rights="1" /> 3 Reasons Why Southwest Rapid Rewards Is Great for Families https://www.nerdwallet.com/blog/travel/3-reasons-why-southwest-rapid-rewards-is-great-for-families/ NerdWallet urn:uuid:93e2aa73-b9c9-28c3-dd55-303d16bc5321 Fri, 18 Jan 2019 22:36:05 +0000 Saving money on airfare is a major concern for every family. While loyalty programs can help offset some of those costs, not every program is a great fit for every… <p>Saving money on airfare is a major concern for every family. While loyalty programs can help offset some of those costs, not every program is a great fit for every traveler. When thinking about rewards for multiple flyers, which major airline program offers the most value for everyone? Beloved by many frequent travelers for their...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Joe Cortez is a writer at NerdWallet. Email: jcortez@nerdwallet.com. Twitter: @JoeCortez. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 3 Reasons Why Southwest Rapid Rewards Is Great for Families originally appeared on NerdWallet.</p><span data-post-id="605991"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605991" style="display: none;" data-has-syndication-rights="1" /> Will Marriott Bonvoy Offer 20% More Rewards for Travelers? https://www.nerdwallet.com/blog/travel/will-marriott-bonvoy-offer-20-percent-more-rewards-for-travelers/ NerdWallet urn:uuid:53009c12-86be-1f1e-4927-0dcf6337057a Fri, 18 Jan 2019 22:32:18 +0000 Buried in Marriott’s announcement introducing Bonvoy was a claim about their new points program. The hotelier noted that bringing Marriott Rewards and Starwood Preferred Guest together allowed members to earn… <p>Buried in Marriott’s announcement introducing Bonvoy was a claim about their new points program. The hotelier noted that bringing Marriott Rewards and Starwood Preferred Guest together allowed members to earn an average of 20% more points per dollar spent at hotels. Despite earning more points, those don’t necessarily add up to bigger rewards. After doing...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Joe Cortez is a writer at NerdWallet. Email: jcortez@nerdwallet.com. Twitter: @JoeCortez. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Will Marriott Bonvoy Offer 20% More Rewards for Travelers? originally appeared on NerdWallet.</p><span data-post-id="606422"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606422" style="display: none;" data-has-syndication-rights="1" /> American Airlines Award Flights to Canada Now Cost Fewer Miles https://www.nerdwallet.com/blog/travel/american-airlines-award-flights-to-canada-now-cost-fewer-miles/ NerdWallet urn:uuid:de57efb7-62cd-5497-def1-1e8a1f178c35 Fri, 18 Jan 2019 22:28:40 +0000 American Airlines may be better known for its domestic flights, but thanks to new changes to their loyalty rewards program, the carrier has also made it cost-effective to fly internationally… <p>American Airlines may be better known for its domestic flights, but thanks to new changes to their loyalty rewards program, the carrier has also made it cost-effective to fly internationally to Canada using AAdvantage miles. The change lowers the bar to redeem miles for flights to the neighboring country. For award travel booked on or...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article American Airlines Award Flights to Canada Now Cost Fewer Miles originally appeared on NerdWallet.</p><span data-post-id="605949"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605949" style="display: none;" data-has-syndication-rights="1" /> 10 Tips for Family Budget Travel https://www.nerdwallet.com/blog/travel/10-tips-for-top-budget-travel/ NerdWallet urn:uuid:544de498-a7ad-2374-49d2-eb6ff0554ca4 Fri, 18 Jan 2019 22:24:21 +0000 Holly Johnson, author of Club Thrifty, travels 16 weeks per year with her husband and two kids. Without a smart budget, this amount of travel would be impossible for a… <p>Holly Johnson, author of Club Thrifty, travels 16 weeks per year with her husband and two kids. Without a smart budget, this amount of travel would be impossible for a middle-class family. Here are her top tips for traveling by plane, train and cruise across Europe and the Caribbean. Be flexible about destinations. One of...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Reyna Gobel is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 10 Tips for Family Budget Travel originally appeared on NerdWallet.</p><span data-post-id="605925"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605925" style="display: none;" data-has-syndication-rights="1" /> 6 Things to Do After Getting the Southwest Priority Credit Card https://www.nerdwallet.com/blog/travel/6-things-to-do-after-getting-the-southwest-priority-credit-card/ NerdWallet urn:uuid:f789caa2-d903-de9a-ba54-281cc946df6a Fri, 18 Jan 2019 22:11:36 +0000 With an eye-popping offer of a Companion Pass, the Southwest Rapid Rewards® Priority Credit Card is attracting a lot of new users. Like two other Chase cards — the Southwest… <p>With an eye-popping offer of a Companion Pass, the Southwest Rapid Rewards® Priority Credit Card is attracting a lot of new users. Like two other Chase cards — the Southwest Rapid Rewards® Plus Credit Card and the Southwest Rapid Rewards® Premier Credit Card — its welcome bonus is as follows: Earn Companion Pass and 30,000...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 6 Things to Do After Getting the Southwest Priority Credit Card originally appeared on NerdWallet.</p><span data-post-id="606307"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606307" style="display: none;" data-has-syndication-rights="1" /> 4 Reasons to Start Collecting American Airlines AAdvantage Miles https://www.nerdwallet.com/blog/travel/4-reasons-to-start-collecting-american-airlines-aadvantage-miles/ NerdWallet urn:uuid:1ef29c29-dbf3-d887-c118-98fbbb8a1e9c Fri, 18 Jan 2019 22:04:15 +0000 When comparing frequent flyer programs, NerdWallet’s research shows American Airlines AAdvantage points have an average value of 2.6 cents per mile earned, making them the most valuable among all U.S.-based… <p>When comparing frequent flyer programs, NerdWallet’s research shows American Airlines AAdvantage points have an average value of 2.6 cents per mile earned, making them the most valuable among all U.S.-based carriers. But is this loyalty program right for you? Here are four reasons you might want to consider joining the American Airline’s AAdvantage program. 1....</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Reyna Gobel is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 4 Reasons to Start Collecting American Airlines AAdvantage Miles originally appeared on NerdWallet.</p><span data-post-id="606074"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606074" style="display: none;" data-has-syndication-rights="1" /> 3 Reasons Why Radisson Rewards Is Great for Families https://www.nerdwallet.com/blog/travel/3-reasons-why-radisson-rewards-is-great-for-families/ NerdWallet urn:uuid:eb114e7e-157a-b9e0-f261-68abd1822ecc Fri, 18 Jan 2019 22:00:18 +0000 When it comes to spending quality time with family, the focus should be on building great memories, not how to budget for a trip. That’s where loyalty programs can help… <p>When it comes to spending quality time with family, the focus should be on building great memories, not how to budget for a trip. That’s where loyalty programs can help ease the pain of trip planning, allowing everyone to see more for less. When it comes to hotel stays, where should families start? Although Radisson...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Joe Cortez is a writer at NerdWallet. Email: jcortez@nerdwallet.com. Twitter: @JoeCortez. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 3 Reasons Why Radisson Rewards Is Great for Families originally appeared on NerdWallet.</p><span data-post-id="606014"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606014" style="display: none;" data-has-syndication-rights="1" /> How I Traveled for Free: AmEx Membership Rewards Power a Trip to Australia to Ring In the New Year https://www.nerdwallet.com/blog/travel/how-i-traveled-for-free-amex-membership-rewards-power-a-trip-to-australia-to-ring-in-the-new-year/ NerdWallet urn:uuid:309aaa59-af36-2d66-23c4-b7f65237ce4a Fri, 18 Jan 2019 21:50:10 +0000 Theodora Blanchfield and her friend headed to Australia in 2016 to ring in the New Year. That trip started a tradition of New Year’s Eve trips for the pair. To… <p>Theodora Blanchfield and her friend headed to Australia in 2016 to ring in the New Year. That trip started a tradition of New Year’s Eve trips for the pair. To welcome 2018, they went to Rio de Janeiro and Peru, and they went to Barcelona, Morocco and Sweden for 2019. The best part? They did...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Rosemarie Clancy is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How I Traveled for Free: AmEx Membership Rewards Power a Trip to Australia to Ring In the New Year originally appeared on NerdWallet.</p><span data-post-id="605036"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605036" style="display: none;" data-has-syndication-rights="1" /> How I Traveled for Free: SPG Points to the Rescue After a Canceled Cruise https://www.nerdwallet.com/blog/travel/how-i-traveled-for-free-spg-points-to-the-rescue-after-a-canceled-cruise/ NerdWallet urn:uuid:90fb5244-8c46-3329-4d43-86702d320d48 Fri, 18 Jan 2019 21:39:03 +0000 When Patricia Chungsathaporn’s cruise was unexpectedly canceled, she decided to take a last-minute road trip from Miami to Key West, Florida. Her stash of SPG points helped her snag an… <p>When Patricia Chungsathaporn’s cruise was unexpectedly canceled, she decided to take a last-minute road trip from Miami to Key West, Florida. Her stash of SPG points helped her snag an overnight stay at a resort. The cardholder Name: Patricia Serrano Chungsathaporn Age: 35 Occupation: Travel Advisor and Travel Writer Home: New York Credit card: The...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Rosemarie Clancy is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How I Traveled for Free: SPG Points to the Rescue After a Canceled Cruise originally appeared on NerdWallet.</p><span data-post-id="606039"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606039" style="display: none;" data-has-syndication-rights="1" /> How to Spend the 35K Points Earned Through AmEx Gold Card Sign-On Bonus https://www.nerdwallet.com/blog/travel/how-to-spend-the-35k-points-earned-through-amex-gold-card-sign-up-bonus/ NerdWallet urn:uuid:0b8c9bd3-935a-6a43-8cd5-27a3629a03f2 Fri, 18 Jan 2019 21:34:01 +0000 The American Express® Gold Card now has a new welcome bonus, making it hard to resist. Earn 35,000 Membership Rewards® Points after you spend $2,000 on eligible purchases with your… <p>The American Express® Gold Card now has a new welcome bonus, making it hard to resist. Earn 35,000 Membership Rewards® Points after you spend $2,000 on eligible purchases with your new Card within the first 3 months. Terms Apply. That’s a whopping 10,000 more points than the American Express® Gold Card’s previous welcome bonus. If this...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Chris O'Shea is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Spend the 35K Points Earned Through AmEx Gold Card Sign-On Bonus originally appeared on NerdWallet.</p><span data-post-id="605969"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605969" style="display: none;" data-has-syndication-rights="1" /> A Beginner’s Guide to Budget Travel https://www.nerdwallet.com/blog/travel/a-beginners-guide-to-budget-travel/ NerdWallet urn:uuid:b7df1ba2-3b77-4293-efd2-1a5cba6dd803 Fri, 18 Jan 2019 21:26:24 +0000 When you travel, you gain experiences that you just don’t get from your normal, day-to-day life. This is the part where the “Yes, of course, I’d love to travel but… <p>When you travel, you gain experiences that you just don’t get from your normal, day-to-day life. This is the part where the “Yes, of course, I’d love to travel but I can’t afford it” train of thought arrives at the station. We get it. Traveling is awesome but can be costly. Thankfully, there are ways...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Chris O'Shea is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article A Beginner’s Guide to Budget Travel originally appeared on NerdWallet.</p><span data-post-id="606324"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606324" style="display: none;" data-has-syndication-rights="1" /> How to Invest During a Bear Market https://www.nerdwallet.com/blog/investing/how-to-invest-during-a-bear-market/ NerdWallet urn:uuid:ad15ca23-c09b-5e26-eb65-96d06fdcebfc Fri, 18 Jan 2019 21:11:33 +0000 Stock charts make it easy to see how the market’s doing at any given time — green means up, red means down — and during a bear market, it’s generally… <p>Stock charts make it easy to see how the market’s doing at any given time — green means up, red means down — and during a bear market, it’s generally red as far as the eye can see. For many people, the color red means one thing: stop. But to stop investing generally is a...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Anna-Louise Jackson is a writer at NerdWallet. Email: ajackson@nerdwallet.com. Twitter: @aljax7. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Invest During a Bear Market originally appeared on NerdWallet.</p><span data-post-id="605397"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605397" style="display: none;" data-has-syndication-rights="1" /> How I Flew Free: Flying Into London and Out of Paris Using Chase Ultimate Rewards https://www.nerdwallet.com/blog/travel/how-i-flew-free-flying-into-london-and-out-of-paris-using-chase-ultimate-rewards/ NerdWallet urn:uuid:95407781-95db-f361-8a4c-341250620283 Fri, 18 Jan 2019 17:38:43 +0000 This hardworking writer and author took his first real vacation in years with his wife thanks to the points he earned on his Chase Sapphire Reserve®. The cardholder Name: Victor… <p>This hardworking writer and author took his first real vacation in years with his wife thanks to the points he earned on his Chase Sapphire Reserve®. The cardholder Name: Victor Li Age: 40 Occupation: Assistant managing editor, ABA Journal and author of “Nixon in New York: How Wall Street Helped Richard Nixon Win the White...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Rosemarie Clancy is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How I Flew Free: Flying Into London and Out of Paris Using Chase Ultimate Rewards originally appeared on NerdWallet.</p><span data-post-id="604486"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=604486" style="display: none;" data-has-syndication-rights="1" /> How I Traveled for Free: A Free Stay at the Venetian in Las Vegas on IHG Rewards https://www.nerdwallet.com/blog/travel/how-i-traveled-for-free-a-free-stay-at-the-venetian-in-las-vegas-on-ihg-rewards/ NerdWallet urn:uuid:7a239dbe-b00a-29cd-86f4-a0e58969ef74 Fri, 18 Jan 2019 17:23:13 +0000 Kerwin MacKenzie was in Las Vegas for a conference and stayed at the Venetian for free using IHG Rewards. The loyalty program Name: Kerwin MacKenzie Age: 53 Occupation: Travel Entrepreneur with… <p>Kerwin MacKenzie was in Las Vegas for a conference and stayed at the Venetian for free using IHG Rewards. The loyalty program Name: Kerwin MacKenzie Age: 53 Occupation: Travel Entrepreneur with Cruising Altitude Home: Houston Loyalty program: IHG Rewards The stay Hotel name and city: The Venetian in Las Vegas Dates of stay: Jan. 9 –...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Rosemarie Clancy is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How I Traveled for Free: A Free Stay at the Venetian in Las Vegas on IHG Rewards originally appeared on NerdWallet.</p><span data-post-id="605052"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605052" style="display: none;" data-has-syndication-rights="1" /> Phrases That Sell: 8 Copywriting Tips https://www.socialmediaexaminer.com/phrases-sell-8-copywriting-tips-ray-edwards/ Social Media Examiner urn:uuid:6986be5f-4b56-4aaf-530e-338712be885d Fri, 18 Jan 2019 11:00:18 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/copywriting-sales-ray-edwards-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/copywriting-sales-ray-edwards-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/copywriting-sales-ray-edwards-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/copywriting-sales-ray-edwards-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/copywriting-sales-ray-edwards-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/copywriting-sales-ray-edwards-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to write marketing copy that moves people to take action? Looking for tips from an expert copywriter? To explore how to create phrases that sell, I interview Ray Edwards, one of the world&#8217;s leading copywriters. He&#8217;s the author of How to Write Copy That Sells and hosts a podcast called The Ray Edwards Show. [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/phrases-sell-8-copywriting-tips-ray-edwards/">Phrases That Sell: 8 Copywriting Tips</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Why We’ll Miss John Bogle — and His Wealth of Investing Wisdom https://www.nerdwallet.com/blog/investing/john-bogle-and-his-wealth-of-investing-wisdom/ NerdWallet urn:uuid:e45314be-c684-7ac3-4d27-ead31e5aaf45 Fri, 18 Jan 2019 01:47:21 +0000 Anyone who has reaped the benefits of an index mutual fund owes a debt of gratitude to John Bogle. Bogle, founder of the Vanguard Group, died Wednesday at age 89.… <p>Anyone who has reaped the benefits of an index mutual fund owes a debt of gratitude to John Bogle. Bogle, founder of the Vanguard Group, died Wednesday at age 89. Even if you’ve never heard his name, if you have a 401(k) or an IRA, you may have profited from his life’s work. His pioneering...</p><p class="nw-originally-posted-link">The article Why We’ll Miss John Bogle — and His Wealth of Investing Wisdom originally appeared on NerdWallet.</p><span data-post-id="606032"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=606032" style="display: none;" data-has-syndication-rights="1" /> Best 6-Month CD Rates January 2019 https://www.nerdwallet.com/blog/banking/best-6-month-cd-rates/ NerdWallet urn:uuid:c0c64587-7b83-62bb-06a5-fb13f7127646 Fri, 18 Jan 2019 01:16:00 +0000 Best 6-month CD rates | January 2019 Citizens Access • APY • $5,000 minimum deposit Popular Direct • APY • $10,000 minimum deposit PurePoint • APY • $10,000 minimum deposit… <p>+ See a summary of our picks Best six-month CD rates for January 2019 Citizens Access: 2.35% APY, $5,000 minimum deposit Popular Direct: 2.49% APY, $10,000 minimum deposit PurePoint: 2.20% APY, $10,000 minimum deposit TIAA Bank: 2.05% APY, $5,000 minimum deposit Vio Bank: 2.00% APY, $500 minimum deposit Best 6-month CD rates | January 2019...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Spencer Tierney is a writer at NerdWallet. Email: spencer.tierney@nerdwallet.com. Twitter: @SpencerNerd. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Best 6-Month CD Rates January 2019 originally appeared on NerdWallet.</p><span data-post-id="597033"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=597033" style="display: none;" data-has-syndication-rights="1" /> Full Funnel Testing: SEO &amp; CRO Together - Whiteboard Friday http://tracking.feedpress.it/link/9375/10994874 Moz Blog urn:uuid:79a1468b-d9c5-0836-61fe-8e84473b7dc8 Fri, 18 Jan 2019 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/21379\">willcritchlow</a></p><p>Testing for <em>only</em> SEO or <em>only</em><span class="redactor-invisible-space"> CRO isn't always ideal. Some changes result in higher conversions and reduced site traffic, for instance, while others may rank more highly but convert less well. In today's Whiteboard Friday, we welcome Will Critchlow as he demonstrates a method of testing for both your top-of-funnel SEO changes and your conversion-focused CRO changes at once.</span></p><p class="wistia_responsive_padding" style="padding:6.25% 0 28px 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/b8bgvi4od0?seo=false&videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p><a href="https://i.imgur.com/R0c0Gbr.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screenshot-2-93998.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a> </p><p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab!<br> </p><h2>Video Transcription</h2><p>Hi, everyone. Welcome to another Whiteboard Friday. My name is Will Critchlow, one of the founders at <a href="https://www.distilled.net/" target="_blank">Distilled</a>. If you've been following <a href="https://moz.com/blog/what-happens-when-seo-and-cro-conflict" target="_blank">what I've been writing</a> and talking about around the web recently, today's topic may not surprise you that much. I'm going to be talking about another kind of SEO testing. </p><p>Over at Distilled, we've been investing pretty heavily in building out our capability to do SEO tests and in particular built our optimization delivery network, which has let us do a new kind of SEO testing that hasn't been previously available to most of our clients. Recently we've been working on a new enhancement to this, which is full funnel testing, and that's what I want to talk about today. </p><p>So funnel testing is testing all the way through the funnel, from acquisition at the SEO end to conversion. So it's SEO testing plus CRO testing together. I'm going to write a little bit more about some of the motivation for this. But, in a nutshell, it essentially boils down to the fact that it is perfectly possible, in fact we've seen in the wild cases of tests that win in SEO terms and lose in CRO terms or vice versa. </p><p>In other words, tests that maybe you make a change and it converts better, but you lose organic search traffic. Or the other way around, it ranks better, but it converts less well. If you're only testing one, which is common — I mean most organizations are only testing the conversion rate side of things — it's perfectly possible to have a winning test, roll it out, and do worse. </p><h2>CRO testing</h2><p>So let's step back a little bit. A little bit of a primer. Conversion rate optimization testing works in an A/B split kind of way. You can test on a single page, if you want to, or a site section. The way it works is you split your audience. So your audience is split. Some of your audience gets one version of the page, and the rest of the audience gets a different version. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-17-at-4-39047.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Then you can compare the conversion rate among the group who got the control and the group who got the variant. That's very straightforward. Like I say, it can happen on a single page or across an entire site. SEO testing, a little bit newer. The way this works is you can't split the audience, because we care very much about the search engine spiders in this case. For the purposes of this consideration, there's essentially only one Googlebot. So you couldn't put Google in Class A or Class B here and expect to get anything meaningful. </p><h2>SEO testing</h2><p>So the way that we do an SEO test is we actually split the pages. To do this, you need a substantial site section. So imagine, for example, an e-commerce website with thousands of products. You might have a hypothesis of something that will help those product pages perform better. You take your hypothesis and you only apply it to some of the pages, and you leave some of the pages unchanged as a control. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-17-at-4-56749.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Then, crucially, search engines and users see the same experience. There's no cloaking going on. There's no duplication of content. You simply change some pages and not change others. Then you apply kind of advanced mathematical, statistical analysis trying to figure out do these pages get statistically more organic search traffic than we think they would have done if we hadn't made this change. So that's how an SEO test works. </p><p>Now, as I said, the problem that we are trying to tackle here is it's really plausible, despite Google's best intentions to do what's right for users, it's perfectly plausible that you can have a test that ranks better but converts less well or vice versa. We've seen this with, for example, removing content from a page. Sometimes having a cleaner, simpler page can convert better. But maybe that was where the keywords were and maybe that was helping the page rank. So we're trying to avoid those kinds of situations.<br> </p><h2>Full funnel testing</h2><p>That's where full funnel testing comes in. So I want to just run through how you run a full funnel test. What you do is you first of all set it up in the same way as an SEO test, because we're essentially starting with SEO at the top of the funnel. So it's set up exactly the same way. </p><p>Some pages are unchanged. Some pages get the hypothesis applied to them. As far as Google is concerned, that's the end of the story, because on any individual request to these pages that's what we serve back. But the critically important thing here is I've got my little character. This is a human browser performs a search, "What do badgers eat?" </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-17-at-4-121058.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>This was one of our silly examples that we came up with on one of our demo sites. The user lands on this page here. What we do is we then set a cookie. This is a cookie. This user then, as they navigate around the site, no matter where they go within this site section, they get the same treatment, either the control or the variant. They get the same treatment across the entire site section. This is more like the conversion rate test here. </p><h3>Googlebot = stateless requests</h3><p>So what I didn't show in this diagram is if you were running this test across a site section, you would cookie this user and make sure that they always saw the same treatment no matter where they navigated around the site. So because Googlebot is making stateless requests, in other words just independent, one-off requests for each of these of these pages with no cookie set, Google sees the split. </p><h3>Evaluate SEO test on entrances</h3><p>Users get whatever their first page impression looks like. They then get that treatment applied across the entire site section. So what we can do then is we can evaluate independently the performance in search, evaluate that on entrances. So do we get significantly more entrances to the variant pages than we would have expected if we hadn't applied a hypothesis to them? </p><p>That tells us the uplift from an SEO perspective. So maybe we say, "Okay, this is plus 11% in organic traffic." Well, great. So in a vacuum, all else being equal, we'd love to roll out this test. </p><h3>Evaluate conversion rate on users</h3><p>But before we do that, what we can do now is we can evaluate the conversion rate, and we do that based on user metrics. So these users are cookied. </p><p>We can also set an analytics tag on them and say, "Okay, wherever they navigate around, how many of them end up converting?" Then we can evaluate the conversion rate based on whether they saw treatment A or treatment B. Because we're looking at conversion rate, the audience size doesn't exactly have to be the same. So the statistical analysis can take care of that fact, and we can evaluate the conversion rate on a user-centric basis. </p><p>So then we maybe see that it's -5% in conversion rate. We then need to evaluate, "Is this something we should roll out?" So step 1 is: Do we just roll it out? If it's a win in both, then the answer is yes probably. If they're in different directions, then there are couple things we can do. Firstly, we can evaluate the relative performance in different directions, taking care that conversion rate applies generally across all channels, and so a relatively small drop in conversion rate can be a really big deal compared to even an uplift in organic traffic, because the conversion rate is applying to all channels, not just your organic traffic channel. </p><p>But suppose that it's a small net positive or a small net negative. What we can then do is we might get to the point that it's a net positive and roll it out. Either way, we might then say, "What can we take from this?What can we actually learn?" So back to our example of the content. We might say, "You know what? Users like this cleaner version of the page with apparently less content on it.The search engines are clearly relying on that content to understand what this page is about. How do we get the best of both worlds?" </p><p>Well, that might be a question of a redesign, moving the layout of the page around a little bit, keeping the content on there, but maybe not putting it front and center to the user as they land right at the beginning. We can test those different things, run sequential tests, try and take the best of the SEO tests and the best of the CRO tests and get it working together and crucially avoid those situations where you think you've got a win, because your conversion rate is up, but you actually are about to crater your organic search performance. </p><p>We think this is going to just be the more data-driven we get, the more accountable SEO testing makes us, the more important it's going to be to join these dots and make sure that we're getting true uplifts on a net basis when we combine them. So I hope that's been useful to some of you. Thank you for joining me on this week's Whiteboard Friday. I'm Will Critchlow from Distilled. </p><p>Take care. </p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/21379\">willcritchlow</a></p><p>Testing for <em>only</em> SEO or <em>only</em><span class="redactor-invisible-space"> CRO isn't always ideal. Some changes result in higher conversions and reduced site traffic, for instance, while others may rank more highly but convert less well. In today's Whiteboard Friday, we welcome Will Critchlow as he demonstrates a method of testing for both your top-of-funnel SEO changes and your conversion-focused CRO changes at once.</span></p><p class="wistia_responsive_padding" style="padding:6.25% 0 28px 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/b8bgvi4od0?seo=false&videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p><a href="https://i.imgur.com/R0c0Gbr.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screenshot-2-93998.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a> </p><p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab!<br> </p><h2>Video Transcription</h2><p>Hi, everyone. Welcome to another Whiteboard Friday. My name is Will Critchlow, one of the founders at <a href="https://www.distilled.net/" target="_blank">Distilled</a>. If you've been following <a href="https://moz.com/blog/what-happens-when-seo-and-cro-conflict" target="_blank">what I've been writing</a> and talking about around the web recently, today's topic may not surprise you that much. I'm going to be talking about another kind of SEO testing. </p><p>Over at Distilled, we've been investing pretty heavily in building out our capability to do SEO tests and in particular built our optimization delivery network, which has let us do a new kind of SEO testing that hasn't been previously available to most of our clients. Recently we've been working on a new enhancement to this, which is full funnel testing, and that's what I want to talk about today. </p><p>So funnel testing is testing all the way through the funnel, from acquisition at the SEO end to conversion. So it's SEO testing plus CRO testing together. I'm going to write a little bit more about some of the motivation for this. But, in a nutshell, it essentially boils down to the fact that it is perfectly possible, in fact we've seen in the wild cases of tests that win in SEO terms and lose in CRO terms or vice versa. </p><p>In other words, tests that maybe you make a change and it converts better, but you lose organic search traffic. Or the other way around, it ranks better, but it converts less well. If you're only testing one, which is common — I mean most organizations are only testing the conversion rate side of things — it's perfectly possible to have a winning test, roll it out, and do worse. </p><h2>CRO testing</h2><p>So let's step back a little bit. A little bit of a primer. Conversion rate optimization testing works in an A/B split kind of way. You can test on a single page, if you want to, or a site section. The way it works is you split your audience. So your audience is split. Some of your audience gets one version of the page, and the rest of the audience gets a different version. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-17-at-4-39047.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Then you can compare the conversion rate among the group who got the control and the group who got the variant. That's very straightforward. Like I say, it can happen on a single page or across an entire site. SEO testing, a little bit newer. The way this works is you can't split the audience, because we care very much about the search engine spiders in this case. For the purposes of this consideration, there's essentially only one Googlebot. So you couldn't put Google in Class A or Class B here and expect to get anything meaningful. </p><h2>SEO testing</h2><p>So the way that we do an SEO test is we actually split the pages. To do this, you need a substantial site section. So imagine, for example, an e-commerce website with thousands of products. You might have a hypothesis of something that will help those product pages perform better. You take your hypothesis and you only apply it to some of the pages, and you leave some of the pages unchanged as a control. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-17-at-4-56749.png" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Then, crucially, search engines and users see the same experience. There's no cloaking going on. There's no duplication of content. You simply change some pages and not change others. Then you apply kind of advanced mathematical, statistical analysis trying to figure out do these pages get statistically more organic search traffic than we think they would have done if we hadn't made this change. So that's how an SEO test works. </p><p>Now, as I said, the problem that we are trying to tackle here is it's really plausible, despite Google's best intentions to do what's right for users, it's perfectly plausible that you can have a test that ranks better but converts less well or vice versa. We've seen this with, for example, removing content from a page. Sometimes having a cleaner, simpler page can convert better. But maybe that was where the keywords were and maybe that was helping the page rank. So we're trying to avoid those kinds of situations.<br> </p><h2>Full funnel testing</h2><p>That's where full funnel testing comes in. So I want to just run through how you run a full funnel test. What you do is you first of all set it up in the same way as an SEO test, because we're essentially starting with SEO at the top of the funnel. So it's set up exactly the same way. </p><p>Some pages are unchanged. Some pages get the hypothesis applied to them. As far as Google is concerned, that's the end of the story, because on any individual request to these pages that's what we serve back. But the critically important thing here is I've got my little character. This is a human browser performs a search, "What do badgers eat?" </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-01-17-at-4-121058.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>This was one of our silly examples that we came up with on one of our demo sites. The user lands on this page here. What we do is we then set a cookie. This is a cookie. This user then, as they navigate around the site, no matter where they go within this site section, they get the same treatment, either the control or the variant. They get the same treatment across the entire site section. This is more like the conversion rate test here. </p><h3>Googlebot = stateless requests</h3><p>So what I didn't show in this diagram is if you were running this test across a site section, you would cookie this user and make sure that they always saw the same treatment no matter where they navigated around the site. So because Googlebot is making stateless requests, in other words just independent, one-off requests for each of these of these pages with no cookie set, Google sees the split. </p><h3>Evaluate SEO test on entrances</h3><p>Users get whatever their first page impression looks like. They then get that treatment applied across the entire site section. So what we can do then is we can evaluate independently the performance in search, evaluate that on entrances. So do we get significantly more entrances to the variant pages than we would have expected if we hadn't applied a hypothesis to them? </p><p>That tells us the uplift from an SEO perspective. So maybe we say, "Okay, this is plus 11% in organic traffic." Well, great. So in a vacuum, all else being equal, we'd love to roll out this test. </p><h3>Evaluate conversion rate on users</h3><p>But before we do that, what we can do now is we can evaluate the conversion rate, and we do that based on user metrics. So these users are cookied. </p><p>We can also set an analytics tag on them and say, "Okay, wherever they navigate around, how many of them end up converting?" Then we can evaluate the conversion rate based on whether they saw treatment A or treatment B. Because we're looking at conversion rate, the audience size doesn't exactly have to be the same. So the statistical analysis can take care of that fact, and we can evaluate the conversion rate on a user-centric basis. </p><p>So then we maybe see that it's -5% in conversion rate. We then need to evaluate, "Is this something we should roll out?" So step 1 is: Do we just roll it out? If it's a win in both, then the answer is yes probably. If they're in different directions, then there are couple things we can do. Firstly, we can evaluate the relative performance in different directions, taking care that conversion rate applies generally across all channels, and so a relatively small drop in conversion rate can be a really big deal compared to even an uplift in organic traffic, because the conversion rate is applying to all channels, not just your organic traffic channel. </p><p>But suppose that it's a small net positive or a small net negative. What we can then do is we might get to the point that it's a net positive and roll it out. Either way, we might then say, "What can we take from this?What can we actually learn?" So back to our example of the content. We might say, "You know what? Users like this cleaner version of the page with apparently less content on it.The search engines are clearly relying on that content to understand what this page is about. How do we get the best of both worlds?" </p><p>Well, that might be a question of a redesign, moving the layout of the page around a little bit, keeping the content on there, but maybe not putting it front and center to the user as they land right at the beginning. We can test those different things, run sequential tests, try and take the best of the SEO tests and the best of the CRO tests and get it working together and crucially avoid those situations where you think you've got a win, because your conversion rate is up, but you actually are about to crater your organic search performance. </p><p>We think this is going to just be the more data-driven we get, the more accountable SEO testing makes us, the more important it's going to be to join these dots and make sure that we're getting true uplifts on a net basis when we combine them. So I hope that's been useful to some of you. Thank you for joining me on this week's Whiteboard Friday. I'm Will Critchlow from Distilled. </p><p>Take care. </p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/10994874.gif" height="1" width="1"/> Best San Diego Mortgage Lenders of 2019 https://www.nerdwallet.com/blog/mortgages/best-san-diego-mortgage-lenders/ NerdWallet urn:uuid:e0a7f413-2075-f05f-92d2-ea609781d6fc Thu, 17 Jan 2019 21:36:22 +0000 Thanks to white-sand beaches and year-round sunshine, deciding to live in San Diego is a no-brainer. But with scores of mortgage companies to pick from, finding the right one to… <p>Thanks to white-sand beaches and year-round sunshine, deciding to live in San Diego is a no-brainer. But with scores of mortgage companies to pick from, finding the right one to finance your house can feel more difficult. That’s where NerdWallet comes in. We compared San Diego’s leading mortgage lenders — high-volume national brands along with...</p><p class="nw-originally-posted-link">The article Best San Diego Mortgage Lenders of 2019 originally appeared on NerdWallet.</p><span data-post-id="603265"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=603265" style="display: none;" data-has-syndication-rights="1" /> Mastercard’s New Rule Will Make Some ‘Free’ Trials More Transparent https://www.nerdwallet.com/blog/credit-cards/mastercard-new-free-trial-rule/ NerdWallet urn:uuid:fe93b068-5b4a-7583-4f8f-bd9ffdef193b Thu, 17 Jan 2019 19:40:58 +0000 So you jumped on a free trial of a company’s product — and then promptly forgot about it? If so, you likely know what happens next. The free trial quietly ends,… <p>So you jumped on a free trial of a company’s product — and then promptly forgot about it? If so, you likely know what happens next. The free trial quietly ends, with no alert or reminder, and you become a “recurring” customer who’s hit with the full standard price. Perhaps you then contact the company to ask for...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Melissa Lambarena is a writer at NerdWallet. Email: mlambarena@nerdwallet.com. Twitter: @LissaLambarena. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Mastercard’s New Rule Will Make Some ‘Free’ Trials More Transparent originally appeared on NerdWallet.</p><span data-post-id="605715"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605715" style="display: none;" data-has-syndication-rights="1" /> 6 Cheap Places to Travel This Winter https://www.nerdwallet.com/blog/travel/6-cheap-places-to-travel-this-winter/ NerdWallet urn:uuid:e1d6d6fb-8cf0-f091-c496-3b12bc6b35ba Thu, 17 Jan 2019 17:01:57 +0000 Wondering where to go this winter on a budget? These cities were ranked among the cheapest places to travel based on either airfare alone or total vacation travel price. 1.… <p>Wondering where to go this winter on a budget? These cities were ranked among the cheapest places to travel based on either airfare alone or total vacation travel price. 1. San Juan, Puerto Rico San Juan was noted as having the cheapest vacation package price for hotel and airfare by CheapTickets, which surveyed prices for...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Reyna Gobel is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 6 Cheap Places to Travel This Winter originally appeared on NerdWallet.</p><span data-post-id="604971"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=604971" style="display: none;" data-has-syndication-rights="1" /> Travel Loyalty Program Reviews https://www.nerdwallet.com/blog/travel/travel-loyalty-program-reviews/ NerdWallet urn:uuid:c40fbe85-dc71-7840-23b3-3a13795d035a Thu, 17 Jan 2019 16:57:52 +0000 Not all credit card rewards are created equal — point and mile redemption values vary from program to program. To better understand what points and miles are worth, NerdWallet researched the cash… <p>Not all credit card rewards are created equal — point and mile redemption values vary from program to program. To better understand what points and miles are worth, NerdWallet researched the cash prices and reward-redemption values for hundreds of hotel rooms and flights. The tables below show average point values derived from that research. Average value per point/mile,...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> NerdWallet is a writer at NerdWallet. Email: support@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Travel Loyalty Program Reviews originally appeared on NerdWallet.</p><span data-post-id="605833"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605833" style="display: none;" data-has-syndication-rights="1" /> Take an Italian Sabbatical for Free, Thanks to Airbnb https://www.nerdwallet.com/blog/travel/take-an-italian-sabbatical-for-free-thanks-to-airbnb/ NerdWallet urn:uuid:e7d9c40e-ac10-400e-5be2-b1fb52876b3f Thu, 17 Jan 2019 16:54:49 +0000 Here’s your chance to experience a languid summer in the Italian countryside, sipping homemade wine, exploring historic village streets and contributing to the community. Airbnb is looking for volunteers to… <p>Here’s your chance to experience a languid summer in the Italian countryside, sipping homemade wine, exploring historic village streets and contributing to the community. Airbnb is looking for volunteers to take an all-expenses-paid, three-month-long trip to Grottole, Italy this year. Four people will be selected for the sabbatical of a lifetime in the small town in...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Take an Italian Sabbatical for Free, Thanks to Airbnb originally appeared on NerdWallet.</p><span data-post-id="605708"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605708" style="display: none;" data-has-syndication-rights="1" /> More Parents Are Putting Limits on College Help https://www.nerdwallet.com/article/more-parents-are-putting-limits-on-college-help NerdWallet urn:uuid:24e5d748-e714-0963-ff81-68311fbeee03 Thu, 17 Jan 2019 15:57:54 +0000 Tyler Luker of Plano, Texas, is a high school junior who already knows which college he wants to attend (University of Missouri), how much it costs ($43,300 for out-of-state residents)… <p>Tyler Luker of Plano, Texas, is a high school junior who already knows which college he wants to attend (University of Missouri), how much it costs ($43,300 for out-of-state residents) and how much he can expect his single mother to contribute: nothing. “That’s protecting my retirement,” says certified financial planner Sharon Luker, 64. “I don’t...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Liz Weston is a writer at NerdWallet. Email: lweston@nerdwallet.com. Twitter: @lizweston. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article More Parents Are Putting Limits on College Help originally appeared on NerdWallet.</p><span data-post-id="600789"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=600789" style="display: none;" data-has-syndication-rights="1" /> OpenTable Dining Points Find New Use With Kayak https://www.nerdwallet.com/blog/travel/opentable-dining-points-find-new-use-kayak/ NerdWallet urn:uuid:07dd0ebf-1d82-124d-1277-edc8986d5293 Thu, 17 Jan 2019 12:31:28 +0000 If you’re an OpenTable Dining Points member, you can now use those points you earn from dinners toward your next vacation. Starting Jan. 17, 2019, OpenTable Dining Points can be… <p>If you’re an OpenTable Dining Points member, you can now use those points you earn from dinners toward your next vacation. Starting Jan. 17, 2019, OpenTable Dining Points can be used for flat discounts on hotels booked through Kayak. Your points can be used for up to one $200 discount on a hotel booking on...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Joe Cortez is a writer at NerdWallet. Email: jcortez@nerdwallet.com. Twitter: @JoeCortez. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article OpenTable Dining Points Find New Use With Kayak originally appeared on NerdWallet.</p><span data-post-id="605517"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=605517" style="display: none;" data-has-syndication-rights="1" /> How to Monitor Your Social Media Mentions: 5 Listening Tools https://www.socialmediaexaminer.com/how-to-monitor-social-media-mentions-5-listening-tools/ Social Media Examiner urn:uuid:6e23c0be-8745-3460-9b2e-5dea972446f1 Thu, 17 Jan 2019 11:05:04 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/social-mentions-5-listening-tools-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/social-mentions-5-listening-tools-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/social-mentions-5-listening-tools-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/social-mentions-5-listening-tools-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/social-mentions-5-listening-tools-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/01/social-mentions-5-listening-tools-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Need help monitoring your company&#8217;s mentions on social media? Looking for tools to simplify the process? In this article, you&#8217;ll discover five social media monitoring tools to help you better engage online. #1: Enhance Customer Service: Agorapulse Gone are the days when customers would ring up your call center or write you an email to [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-monitor-social-media-mentions-5-listening-tools/">How to Monitor Your Social Media Mentions: 5 Listening Tools</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Creating a Customer Community: The Journey, Episode 17, Season 2 https://www.socialmediaexaminer.com/creating-a-customer-community-the-journey-episode-17-season-2/ Social Media Examiner urn:uuid:857d549f-83c4-730b-f59e-800222daa7ce Thu, 17 Jan 2019 11:03:27 +0000 <p>Do your customers love your product? Then watch the Journey, Social Media Examiner&#8217;s episodic video documentary that shows you what really happens inside a growing business. Watch The Journey This episode of the Journey explores how Social Media Examiner begins to enable their customers to connect with each other. Watch to see where they find [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/creating-a-customer-community-the-journey-episode-17-season-2/">Creating a Customer Community: The Journey, Episode 17, Season 2</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Creating a Customer Community: The Journey, Season 2, Episode 17 https://www.socialmediaexaminer.com/creating-a-customer-community-the-journey-episode-17-season-2/ Social Media Examiner urn:uuid:4cad003a-010f-86e4-3cc3-65c95dc1c76e Thu, 17 Jan 2019 11:03:27 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do your customers love your product? Then watch the Journey, Social Media Examiner&#8217;s episodic video documentary that shows you what really happens inside a growing business. Watch The Journey This episode of the Journey explores how Social Media Examiner begins to enable their customers to connect with each other. Watch to see where they find [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/creating-a-customer-community-the-journey-episode-17-season-2/">Creating a Customer Community: The Journey, Season 2, Episode 17</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> How to Implement a National Tracking Strategy http://tracking.feedpress.it/link/9375/10992025 Moz Blog urn:uuid:b25657ea-7447-6ee8-2373-b6dcb7da563f Thu, 17 Jan 2019 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p>Google is all about serving up results based on your <a target="_blank" href="https://getstat.com/blog/whitepaper-how-distance-intent-shape-a-local-pack/" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Whitepaper link top']);">precise location</a>, which means there’s no such thing as a “national” SERP anymore. So, if you wanted to get an accurate representation of how you’re performing nationally, you’d have to track <em>every</em> single street corner across the country. </p><p>Not only is this not feasible, it’s also a headache — and the kind of nightmare that keeps your accounting team up at night. Because we’re in the business of making things easy, we devised a happier (and cost-efficient) alternative. </p><p>Follow along and learn how to set up a statistically robust national tracking strategy in <a target="_blank" href="https://getstat.com/" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'STAT link top']);">STAT</a>, no matter your business or budget. And while we’re at it, we’ll also show you how to calculate your national ranking average. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/national-tracking-strategy-map-171083.jpg"> </p><p>Let’s pretend we’re a large athletic retailer. We have 30 stores across the US, a healthy online presence, and the powers-that-be have approved extra SEO spend — money for 20,000 additional keywords is burning a hole in our pocket. Ready to get started?<br> </p><h2>Step 1: Pick the cities that matter most to your business</h2><p>Google cares a lot about location and so should you. Tracking a country-level SERP isn’t going to cut it anymore — you need to be hyper-local if you want to nab results. </p><p>The first step to getting more granular is deciding which cities you want to track in — and there are lots of ways to do this: The top performers? Ones that could use a boost? Best and worst of the cyber world as well as the physical world? </p><p>When it comes time for you to choose, nobody knows your business, your data, or your strategy better than you do — ain’t nothing to it but to do it.<strong></strong> </p><p>A quick note for all our e-commerce peeps: we know it feels strange to pick a physical place when your business lives entirely online. For this, simply go with the locations that your goods and wares are distributed to most often.<br> </p><p>Even though we’re a retail powerhouse, our SEO resources won’t allow us to manage all 30 physical locations — plus our online hotspots — across the US, so we'll cut that number in half. And because we’re not a real business and we aren’t privy to sales data, we'll pick at random. </p><p><strong></strong> </p><p>From east to west, we now have a solid list of 15 US cities, primed, polished, and poised for our next step: surfacing the top performing keywords. </p><h2>Step 2: Uncover your money-maker keywords</h2><p>Because not all keywords are created equal, we need to determine which of the 4,465 keywords that we’re already tracking are going to be spread across the country and which are going to stay behind. In other words, we want the keywords that bring home the proverbial bacon. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-export-table-2-1-68193.jpg"> </p><p>Typically, we would use some combination of search volume, impressions, clicks, conversion rates, etc., from sources like STAT, Google Search Console, and Google Analytics to distinguish between the money-makers and the non-money-makers. But again, we’re a make-believe business and we don’t have access to this insight, so we’re going to stick with search volume.<strong> </strong><br> </p><p>A right-click anywhere in the site-level keywords table will let us export our current keyword set from STAT. We’ll then order everything from highest search volume to lowest search volume. If you have eyeballs on more of that sweet, sweet insight for your business, order your keywords from most to least money-maker. </p><p>Because we don’t want to get too crazy with our list, we’ll cap it at a nice and manageable 1,500 keywords. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-keyword-1-93591.jpg"> </p><h2>Step 3: Determine the number of times each keyword should be tracked</h2><p>We may have narrowed our cities down to 15, but our keywords need to be tracked plenty more times than that — and at a far more local level. </p><p>True facts: A “national” (or market-level) SERP isn’t a true SERP and neither is a city-wide SERP. The closer you can get to a searcher standing on a street corner, the better, and the more of those locations you can track, the more searchers’ SERPs you’ll sample. </p><p>We’re going to get real nitty-gritty and go as granular as ZIP code. Addresses and geo coordinates work just as well though, so if it’s a matter of one over the other, do what the Disney princesses do and follow your heart. </p><p>The ultimate goal here is to track our top performing keywords in more locations than our poor performing ones, so we need to know the number of ZIP codes each keyword will require. To figure this out, we gotta dust off the old desktop calculator and get our math on. </p><p>First, we’ll calculate the total amount of search volume that all of our keywords generate. Then, we’ll find the percentage of said total that each keyword is responsible for. </p><p>For example, our keyword <em>[</em><em>yeezy shoes</em><em>]</em> drew 165,000 searches out of a total 28.6 million, making up 0.62 percent of our traffic. </p><p>A quick reminder: Every time a query is tracked in a distinct location, it’s considered a unique keyword. This means that the above percentages also <em>double</em> as the amount of budgeted keywords (and therefore locations) that we’ll award to each of our queries. In (hopefully) less confusing terms, a keyword that drives 0.62 percent of our traffic gets to use 0.62 percent of our 20,000 budgeted keywords, which in turn equals the number of ZIP codes we can track in. Phew. </p><p>But! Because search volume is, to quote our resident data analyst, “an exponential distribution,” (which in everyone else-speak means “gets crazy large”) it’s likely going to produce some unreasonably big numbers. So, while <em>[yeezy shoes]</em> only requires 124 ZIP codes, a keyword with much higher search volume, like <em>[real madrid]</em>, might need over 1,000, which is patently bonkers (and statistical overkill). </p><p>To temper this, we highly recommend that you take the log of the search volume — it’ll keep things relative and relational. If you’re working through all of this in Excel, simply type =log(A2) where A2 is the cell containing the search volume. Because we're extra fancy, we'll multiply that by four to linearly scale things, so =log(A2)*4. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-keyword-2-1-105937.jpg"> </p><p>So, still running with our Yeezy example, our keyword goes from driving 0.62 percent of our traffic to 0.13 percent. Which then becomes the percent of budgeted keywords: 0.0013 x 20,000 = tracking <em>[yeezy shoes] </em>in 26 zip codes across our 15 cities. </p><p>We then found a list of every ZIP code in each of our cities to dole them out to. </p><p>The end. Sort of. At this point, like us, you may be looking at keywords that need to be spread across 176 different ZIP codes and wondering how you're going to choose <em>which</em> ZIP codes — so let our <a target="_blank" href="https://docs.google.com/spreadsheets/d/1kUlUhcArjpwcoqlLmyGhrgIkS_WVAE31G8RPc75LBk0/copy" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Spreadsheet link 1']);">magic spreadsheet</a> take the wheel. Add all your locations to it and it'll pick at random. </p><p>Of course, because we want our keywords to get equal distribution, we attached a weighted metric to our ZIP codes. We took our most searched keyword, <em>[adidas]</em>, found its Google Trends score in every city, and then divided it by the number of ZIP codes in those cities. For example, if <em>[adidas]</em> received a score of 71 in Yonkers and there are 10 ZIP codes in the city, Yonkers would get a weight of 7.1. </p><p>We'll then add everything we have so far — ZIP codes, ZIP code weights, keywords, keyword weights, plus a few extras — to our spreadsheet and watch it randomly assign the appropriate amount of keywords to the appropriate amount of locations. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-26-at-2-315027.jpg"> </p><p>And that’s it! If you’ve been following along, you’ve successfully divvied up 20,000 keywords in order to create a statistically robust national tracking strategy! </p><p>Curious how we’ll find our national ranking average? Read on, readers. </p><h2>Step 4: Segment, segment, segment!</h2><p>20,000 extra keywords makes for a whole lotta new data to keep track of, so being super smart with our segmentation is going to help us make sense of all our findings. We’ll do this by organizing our keywords into meaningful categories before we plug everything back into STAT. </p><p>Obviously, you are free to sort how you please, but we recommend at least tagging your keywords by their city and product category (so <em>[yeezy shoes]</em> might get tagged “Austin” and “shoes”). You can do all of this in our keyword upload template or while you're in our <a target="_blank" href="https://docs.google.com/spreadsheets/d/1kUlUhcArjpwcoqlLmyGhrgIkS_WVAE31G8RPc75LBk0/copy" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Spreadsheet link 2']);">magic spreadsheet</a>. </p><p>Once you’ve added a tag or two to each keyword, stuff those puppies into STAT. When everything’s snug as a bug, group all your city tags into one data view and all your product category tags into another. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-data-views-1-98228.jpg"> </p><h2>Step 5: Calculate your national ranking average</h2><p>Now that all of our keywords are loaded and tracking in STAT, it’s time to tackle those ranking averages. To do that, we’ll simply pop on over to the <strong>Dashboard</strong> tab from either of our two data views. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-daily-snapshot-2-61243.jpg"> </p><p>A quick glimpse of the <strong>Average Ranking</strong> module in the <strong>Daily Snapshot</strong> gives us, well, our average rank, and because these data views contain every keyword that we’re tracking across the country, we’re also looking at the national average for our keyword set. Easy-peasy.<br> </p><p>To see how each tag is performing within those data views, a quick jump to the <strong>Tags</strong> tab breaks everything down and lets us compare the performance of a segment against the group as a whole. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-data-country-us-57850.jpg"> </p><p>So, if our national average rank is 29.7 but our Austin keywords have managed an average rank of 27.2, then we might look to them for inspiration as our other cities aren't doing quite as well — our keywords in Yonkers have an average rank of 35.2, much worse than the national average. </p><p>Similarly, if our clothes keywords are faring infinitely worse than our other product categories, we may want to revamp our content strategy to even things out. </p><h2>Go get your national tracking on</h2><p>Any business — yes, even an e-commerce business — can leverage a national tracking strategy. You just need to pick the right keywords and locations. </p><p>Once you have access to your sampled population, you’ll be able to hone in on opportunities, up your ROI, and bring more traffic across your welcome mat (physical or digital). </p><p>Got a question you’re dying to ask us about the STAT product? Reach out to <a target="_blank" href="mailto:clientsuccess@getstat.com" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Mailto client success']);">clientsuccess@getSTAT.com</a>. Want a detailed walkthrough of STAT? Say hello (don’t be shy) and <a target="_blank" href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Demo link bottom']);">request a demo</a>. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p>Google is all about serving up results based on your <a target="_blank" href="https://getstat.com/blog/whitepaper-how-distance-intent-shape-a-local-pack/" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Whitepaper link top']);">precise location</a>, which means there’s no such thing as a “national” SERP anymore. So, if you wanted to get an accurate representation of how you’re performing nationally, you’d have to track <em>every</em> single street corner across the country. </p><p>Not only is this not feasible, it’s also a headache — and the kind of nightmare that keeps your accounting team up at night. Because we’re in the business of making things easy, we devised a happier (and cost-efficient) alternative. </p><p>Follow along and learn how to set up a statistically robust national tracking strategy in <a target="_blank" href="https://getstat.com/" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'STAT link top']);">STAT</a>, no matter your business or budget. And while we’re at it, we’ll also show you how to calculate your national ranking average. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/national-tracking-strategy-map-171083.jpg"> </p><p>Let’s pretend we’re a large athletic retailer. We have 30 stores across the US, a healthy online presence, and the powers-that-be have approved extra SEO spend — money for 20,000 additional keywords is burning a hole in our pocket. Ready to get started?<br> </p><h2>Step 1: Pick the cities that matter most to your business</h2><p>Google cares a lot about location and so should you. Tracking a country-level SERP isn’t going to cut it anymore — you need to be hyper-local if you want to nab results. </p><p>The first step to getting more granular is deciding which cities you want to track in — and there are lots of ways to do this: The top performers? Ones that could use a boost? Best and worst of the cyber world as well as the physical world? </p><p>When it comes time for you to choose, nobody knows your business, your data, or your strategy better than you do — ain’t nothing to it but to do it.<strong></strong> </p><p>A quick note for all our e-commerce peeps: we know it feels strange to pick a physical place when your business lives entirely online. For this, simply go with the locations that your goods and wares are distributed to most often.<br> </p><p>Even though we’re a retail powerhouse, our SEO resources won’t allow us to manage all 30 physical locations — plus our online hotspots — across the US, so we'll cut that number in half. And because we’re not a real business and we aren’t privy to sales data, we'll pick at random. </p><p><strong></strong> </p><p>From east to west, we now have a solid list of 15 US cities, primed, polished, and poised for our next step: surfacing the top performing keywords. </p><h2>Step 2: Uncover your money-maker keywords</h2><p>Because not all keywords are created equal, we need to determine which of the 4,465 keywords that we’re already tracking are going to be spread across the country and which are going to stay behind. In other words, we want the keywords that bring home the proverbial bacon. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-export-table-2-1-68193.jpg"> </p><p>Typically, we would use some combination of search volume, impressions, clicks, conversion rates, etc., from sources like STAT, Google Search Console, and Google Analytics to distinguish between the money-makers and the non-money-makers. But again, we’re a make-believe business and we don’t have access to this insight, so we’re going to stick with search volume.<strong> </strong><br> </p><p>A right-click anywhere in the site-level keywords table will let us export our current keyword set from STAT. We’ll then order everything from highest search volume to lowest search volume. If you have eyeballs on more of that sweet, sweet insight for your business, order your keywords from most to least money-maker. </p><p>Because we don’t want to get too crazy with our list, we’ll cap it at a nice and manageable 1,500 keywords. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-keyword-1-93591.jpg"> </p><h2>Step 3: Determine the number of times each keyword should be tracked</h2><p>We may have narrowed our cities down to 15, but our keywords need to be tracked plenty more times than that — and at a far more local level. </p><p>True facts: A “national” (or market-level) SERP isn’t a true SERP and neither is a city-wide SERP. The closer you can get to a searcher standing on a street corner, the better, and the more of those locations you can track, the more searchers’ SERPs you’ll sample. </p><p>We’re going to get real nitty-gritty and go as granular as ZIP code. Addresses and geo coordinates work just as well though, so if it’s a matter of one over the other, do what the Disney princesses do and follow your heart. </p><p>The ultimate goal here is to track our top performing keywords in more locations than our poor performing ones, so we need to know the number of ZIP codes each keyword will require. To figure this out, we gotta dust off the old desktop calculator and get our math on. </p><p>First, we’ll calculate the total amount of search volume that all of our keywords generate. Then, we’ll find the percentage of said total that each keyword is responsible for. </p><p>For example, our keyword <em>[</em><em>yeezy shoes</em><em>]</em> drew 165,000 searches out of a total 28.6 million, making up 0.62 percent of our traffic. </p><p>A quick reminder: Every time a query is tracked in a distinct location, it’s considered a unique keyword. This means that the above percentages also <em>double</em> as the amount of budgeted keywords (and therefore locations) that we’ll award to each of our queries. In (hopefully) less confusing terms, a keyword that drives 0.62 percent of our traffic gets to use 0.62 percent of our 20,000 budgeted keywords, which in turn equals the number of ZIP codes we can track in. Phew. </p><p>But! Because search volume is, to quote our resident data analyst, “an exponential distribution,” (which in everyone else-speak means “gets crazy large”) it’s likely going to produce some unreasonably big numbers. So, while <em>[yeezy shoes]</em> only requires 124 ZIP codes, a keyword with much higher search volume, like <em>[real madrid]</em>, might need over 1,000, which is patently bonkers (and statistical overkill). </p><p>To temper this, we highly recommend that you take the log of the search volume — it’ll keep things relative and relational. If you’re working through all of this in Excel, simply type =log(A2) where A2 is the cell containing the search volume. Because we're extra fancy, we'll multiply that by four to linearly scale things, so =log(A2)*4. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-keyword-2-1-105937.jpg"> </p><p>So, still running with our Yeezy example, our keyword goes from driving 0.62 percent of our traffic to 0.13 percent. Which then becomes the percent of budgeted keywords: 0.0013 x 20,000 = tracking <em>[yeezy shoes] </em>in 26 zip codes across our 15 cities. </p><p>We then found a list of every ZIP code in each of our cities to dole them out to. </p><p>The end. Sort of. At this point, like us, you may be looking at keywords that need to be spread across 176 different ZIP codes and wondering how you're going to choose <em>which</em> ZIP codes — so let our <a target="_blank" href="https://docs.google.com/spreadsheets/d/1kUlUhcArjpwcoqlLmyGhrgIkS_WVAE31G8RPc75LBk0/copy" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Spreadsheet link 1']);">magic spreadsheet</a> take the wheel. Add all your locations to it and it'll pick at random. </p><p>Of course, because we want our keywords to get equal distribution, we attached a weighted metric to our ZIP codes. We took our most searched keyword, <em>[adidas]</em>, found its Google Trends score in every city, and then divided it by the number of ZIP codes in those cities. For example, if <em>[adidas]</em> received a score of 71 in Yonkers and there are 10 ZIP codes in the city, Yonkers would get a weight of 7.1. </p><p>We'll then add everything we have so far — ZIP codes, ZIP code weights, keywords, keyword weights, plus a few extras — to our spreadsheet and watch it randomly assign the appropriate amount of keywords to the appropriate amount of locations. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-10-26-at-2-315027.jpg"> </p><p>And that’s it! If you’ve been following along, you’ve successfully divvied up 20,000 keywords in order to create a statistically robust national tracking strategy! </p><p>Curious how we’ll find our national ranking average? Read on, readers. </p><h2>Step 4: Segment, segment, segment!</h2><p>20,000 extra keywords makes for a whole lotta new data to keep track of, so being super smart with our segmentation is going to help us make sense of all our findings. We’ll do this by organizing our keywords into meaningful categories before we plug everything back into STAT. </p><p>Obviously, you are free to sort how you please, but we recommend at least tagging your keywords by their city and product category (so <em>[yeezy shoes]</em> might get tagged “Austin” and “shoes”). You can do all of this in our keyword upload template or while you're in our <a target="_blank" href="https://docs.google.com/spreadsheets/d/1kUlUhcArjpwcoqlLmyGhrgIkS_WVAE31G8RPc75LBk0/copy" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Spreadsheet link 2']);">magic spreadsheet</a>. </p><p>Once you’ve added a tag or two to each keyword, stuff those puppies into STAT. When everything’s snug as a bug, group all your city tags into one data view and all your product category tags into another. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-data-views-1-98228.jpg"> </p><h2>Step 5: Calculate your national ranking average</h2><p>Now that all of our keywords are loaded and tracking in STAT, it’s time to tackle those ranking averages. To do that, we’ll simply pop on over to the <strong>Dashboard</strong> tab from either of our two data views. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-daily-snapshot-2-61243.jpg"> </p><p>A quick glimpse of the <strong>Average Ranking</strong> module in the <strong>Daily Snapshot</strong> gives us, well, our average rank, and because these data views contain every keyword that we’re tracking across the country, we’re also looking at the national average for our keyword set. Easy-peasy.<br> </p><p>To see how each tag is performing within those data views, a quick jump to the <strong>Tags</strong> tab breaks everything down and lets us compare the performance of a segment against the group as a whole. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-local-tracking-data-country-us-57850.jpg"> </p><p>So, if our national average rank is 29.7 but our Austin keywords have managed an average rank of 27.2, then we might look to them for inspiration as our other cities aren't doing quite as well — our keywords in Yonkers have an average rank of 35.2, much worse than the national average. </p><p>Similarly, if our clothes keywords are faring infinitely worse than our other product categories, we may want to revamp our content strategy to even things out. </p><h2>Go get your national tracking on</h2><p>Any business — yes, even an e-commerce business — can leverage a national tracking strategy. You just need to pick the right keywords and locations. </p><p>Once you have access to your sampled population, you’ll be able to hone in on opportunities, up your ROI, and bring more traffic across your welcome mat (physical or digital). </p><p>Got a question you’re dying to ask us about the STAT product? Reach out to <a target="_blank" href="mailto:clientsuccess@getstat.com" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Mailto client success']);">clientsuccess@getSTAT.com</a>. Want a detailed walkthrough of STAT? Say hello (don’t be shy) and <a target="_blank" href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'STAT: How to Implement a National Tracking Strategy', 'Demo link bottom']);">request a demo</a>. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/10992025.gif" height="1" width="1"/> 5 Real Examples of Advanced Content Promotion Strategies http://tracking.feedpress.it/link/9375/10991252 Moz Blog urn:uuid:4c306f59-8349-cace-c81d-caa2a21fe877 Wed, 16 Jan 2019 15:51:48 +0000 <p>Posted by <a href=\"https://moz.com/community/users/310156\">bsmarketer</a></p><p>Content promotion <em>isn’t</em> tweeting or upvoting. Those tiny, one-off tactics are fine for beginners. They might make a dent, but they definitely won’t move the needle. Companies that want to grow big and grow fast need to grow differently. </p><p>Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition. </p><h2>1. Use content to fuel social media distribution (and not the other way around)</h2><p>Prior to selling the brand and blog to Neil Patel, Kissmetrics had no dedicated social media manager at the height of their success. The Kissmetrics blog received nearly 85% of its traffic from organic search. The second biggest traffic-driver was the newsletter.</p><p>Social media did drive traffic to their posts. However, former blog editor <a target="_blank" href="https://twitter.com/zachcb1">Zach Buylgo’s</a> research showed that these traffic segments often had the lowest engagement (like time on site) and the least conversions (like trial or demo opt-ins) — so they didn’t prioritize it. The bulk of Zach’s day was instead focused on editing posts, making changes himself, adding comments and suggestions for the author to fix, and checking for regurgitated content. Stellar, long-form content was priority number one. And two. And three.</p><p>So Zach wasn’t just looking for technically-correct content. He was optimizing for uniqueness: the exact same area where most cheap content falls short. That’s an issue because many times, a simple SERP analysis would reveal that one submission: </p><p class="full-width"><img alt="benefits of content marketing (crowd content)" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc3179515a7.60035236.png"> </p><p class="caption">(<a target="_blank" href="https://grammargang.com/grammarly-review/">image source</a>) </p><p>...Looked exactly like the number-one result from Content Marketing Institute: </p><p class="full-width"><img alt="benefits of content marketing CMI" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc318246473.34007806.png"> </p><p class="caption">(<a target="_blank" href="https://grammargang.com/grammarly-review/">image source</a>) </p><p>Today’s plagiarism tools can catch the obvious stuff, but these derivatives often slip through the cracks. Recurring paid writers contributed the bulk of the TOFU content, which would free Zach up to focus more on MOFU use cases and case studies to help visitors understand how to get the most out of their product set (from the in-house person who knows it best).</p><p>They produced marketing guides and weekly webinars to transform initial attention into new leads:</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31875d540.48571691.png"> </p><p>They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc318def932.60241985.png"> </p><p>In other words, they focused on doing the things that matter most — the 20% that would generate the biggest bang for their buck. They won’t ignore social networks completely, though. They still had hundreds of thousands of followers across each network. Instead, their intern would take the frontlines. That person would watch out for anything critical, like a customer question, which will then be passed off to the Customer Success Manager that will get back to them within a few hours.</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc3194628d2.43297072.png"></p><p>New blog posts would get the obligatory push to Twitter and LinkedIn. (Facebook is used primarily for their weekly webinar updates.) Zach used <a target="_blank" href="https://pablo.buffer.com">Pablo from Buffer</a> to design and create featured images for the blog posts.</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc319842487.86477042.png"> </p><p>Then he’d use an <a target="_blank" href="https://wordpress.org/plugins/wonderm00ns-simple-facebook-open-graph-tags/">Open Graph Protocol WordPress plugin</a> to automatically add all appropriate tags for each network. That way, all he had to do was add the file and basic post meta data. The plugin would then customize how it shows up on each network afterward. Instead of using Buffer to promote new posts, though, Zach likes <a target="_blank" href="https://meetedgar.com/">MeetEdgar</a>.</p><p>Why? Doesn’t that seem like an extra step at first glance? Like Buffer, MeetEdgar allows you to select when you’d like to schedule content. You can just load up the queue with content, and the tool will manage the rest. The difference is that Buffer constantly requires new content — you need to keep topping it off, whereas MeetEdgar will automatically recycle the old stuff you’ve previously added. This saved a blog like Kissmetrics, with thousands of content pieces, TONS of time.</p><p><img alt="Header-screenshot-animated_02.gif" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc319dc1561.05545110.gif"> </p><p class="caption">(<a target="_blank" href="https://meetedgar.com/features/">image source</a>) </p><p>He would then use <a target="_blank" href="https://sleeknote.com/">Sleeknote</a> to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:</p><p><img alt="Screen Shot 2017-10-30 at 1.36.05 PM.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31a4f1f63.47280728.png"> </p><p>But that’s about it. Zach didn’t do a ton of custom tweets. There weren’t a lot of personal replies. It’s not that they didn’t care. They just preferred to focus on what drives the most results for their particular business. They focused on building a brand that people recognize and trust. That means others would do the social sharing for them.</p><p>Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him. </p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31ab73aa2.16851276.png"> </p><p>So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans. </p><h2>2. Combine original research and newsjacking to go viral</h2><p><a target="_blank" href="https://sourcify.com/">Sourcify</a> has grown almost exclusively through content marketing. Founder <a target="_blank" href="https://twitter.com/naterez94">Nathan Resnick</a> speaks, attends, and hosts everything from webinars to live events and meetups. Most of their events are brand-building efforts to connect face-to-face with other entrepreneurs. But what’s put them on the map has been leveraging their own experience and platform to fuel viral stories.</p><p>Last summer, the record-breaking Mayweather vs. McGregor fight was gaining steam. McGregor was already infamous for his legendary trash-talking and shade-throwing abilities. He also liked to indulge in attention-grabbing sartorial splendor. But the suit he wore to the very first press conference somehow managed to combine the best of both personality quirks:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31b2f0122.37107680.jpg"> </p><p class="caption">(<a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">image source</a>) </p><p>This was no off-the-shelf suit. He had it custom made. Nathan recalls seeing this press conference suit fondly: “Literally, the team came in after the press conference, thinking, ‘Man, this is an epic suit.’” So they did what any other rational human being did after seeing it on TV: they tried to buy it online.</p><p>“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”</p><p>They “used their own platform, had samples done in less than a week, and had a site up the same day.” </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31b9ad0c0.36870565.jpg"> </p><p class="caption">(<a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">image source</a>) </p><p>“We took photos, sent them to different factories, and took guesstimates on letter sizing, colors, fonts, etc. You can often manufacture products based on images if it’s within certain product categories.” The goal all along was to use the suit as a case study. They partnered with a local marketing firm to help split the promotion, work, and costs.</p><p>“The next day we signed a contract with a few marketers based in San Francisco to split the profits 50–50 after we both covered our costs. They cover the ad spend and setup; we cover the inventory and logistics cost,” Nathan wrote in <a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">an article for The Hustle</a>. When they were ready to go, the marketing company began running ad campaigns and pushing out stories. They went viral on <a target="_blank" href="https://brobible.com/">BroBible</a> quickly after launch and pulled in over $23,000 in sales within the first week.</p><p>The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31c366339.02555334.jpg"> </p><p class="caption">(<a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">image source</a>) </p><p>This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it. </p><h2>3. Drive targeted, bottom-of-the-funnel leads with Quora</h2><p>Quora packs another punch that often elevates it over the other social channels: higher-quality traffic. Site visitors are asking detailed questions, expecting to comb through in-depth answers to each query. In other words, they’re invested. They’re smart. And if they’re expressing interest in managed WordPress hosting, it means they’ve got dough, too.</p><p>Both Sales Hacker and Kinsta take full advantage. Today, <a target="_blank" href="https://www.linkedin.com/in/officialg/">Gaetano DiNardi</a> is the Director of Demand Generation at <a target="_blank" href="https://nextiva.com">Nextiva</a>. But before that, he lead marketing at <a target="_blank" href="https://www.saleshacker.com/">Sales Hacker</a> before they were acquired. There, content was central to their stratospheric growth. With Quora, Gaetano would take his latest content pieces and use them to solve customer problems and address pain points in the general sales and marketing space:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31c897a04.04395334.png"> </p><p>By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience: </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31ce80188.60749747.png"> </p><p>He found questions that they already had content for and used it as a chance to engage users and provide value. He can drive tons of relevant traffic for free by linking back to the <a target="_blank" href="https://www.saleshacker.com/library/">Sales Hacker blog</a>: </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31d3dd108.79782463.png"> </p><p><a target="_blank" href="https://kinsta.com/">Kinsta</a>, a managed WordPress hosting company out of Europe, also uses uses relevant threads and Quora ads. CMO <a target="_blank" href="https://twitter.com/brianleejackson">Brian Jackson</a> jumps into conversations directly, lending his experience and expertise where appropriate. His technical background makes it easy to talk shop with others looking for a sophisticated conversation about performance (beyond the standard, PR-speak most marketers offer up):</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31dbb47a2.78419559.png"> </p><p>Brian targets different WordPress-related categories, questions, or interests. Technically, the units are “display ads, but they look like text.” The ad copy is short and to the point. Usually something like, “Premium hosting plans starting at $XX/month” to fit within their length requirements.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31e35c4f5.41760438.png"> </p><h2>4. Rank faster with paid (not organic) social promotion</h2><p>Kinsta co-founder <a target="_blank" href="https://twitter.com/tomzur">Tom Zsomborgi</a> wrote about their journey in a <a target="_blank" href="https://kinsta.com/blog/bootstrapping-startup/">bootstrapping blog post</a> that went live last November. It instantly hit the top of Hacker News, resulting in their website getting a consistent 400+ concurrent visitors all day:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31ebb9da8.48707908.png"> </p><p>Within hours their post was <em>also</em> ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31f093fa1.34912024.png"> </p><p>How did that happen? </p><p>“There’s a direct correlation between social proof and increased search traffic. It’s more than people think,” said Brian. Essentially, you’re paying Facebook to increase organic rankings. You take good content, add paid syndication, and watch keyword rankings go up.</p><p>Kinsta’s big goal with content promotion is to build traffic and get as many eyeballs as possible. Then they’ll use AdRoll for display retargeting messages, targeting the people who just visited with lead gen offers to start a free trial. (“But I don’t use AdRoll for Facebook because it tags on their middleman fee.”) </p><p>Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.” </p><p><a target="_blank" href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">Facebook's organic reach fell by 52%</a> in 2016 alone. That means your ability to promote content to <em>your own page fans</em> is quickly approaching zero. </p><p><img alt="Screen Shot 2017 06 29 at 12.52.27 PM" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31f6c1a07.21248431.png"> </p><p class="caption">(<a target="_blank" href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">image source</a>) </p><p>“It’s almost not even worth posting if you’re not paying,” confirms Brian. Kinsta will promote new posts to make sure it comes across their fans’ News Feed. Anecdotally, that reach number with a paid assist might jump up around 30%. </p><p>If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.” </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31fd2d537.87679969.png"> </p><p>In addition to new post promotion, Brian has an evergreen campaign that’s constantly delivering the “best posts ever written” on their site. It’s “never-ending” because it gives Brian a steady-stream of new site visitors — or new potential prospects to target with lead gen ads further down the funnel. That’s why Brian asserts that today’s social managers need to understand PPC and lead gen. “A lot of people hire social media managers and just do organic promotion. But Facebook organic just sucks anyway. It’s becoming “pay to play.’”</p><p>“Organic reach is just going to get worse and worse and worse. It’s never going to get better.” Also, advertising gets you “more data for targeting,” which then enables you to create more in-depth A/B tests.</p><p>We confirmed this through a series of <a target="_blank" href="https://getcodeless.com/promoted-content/">promoted content tests</a>, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc320463568.60831914.png"> </p><p class="caption">(<a target="_blank" href="https://getcodeless.com/promoted-content/">image source</a>) </p><p>That’s why “best practices” are past practices — or BS practices. You don’t know what’s going to perform best until you actually do it for yourself. And advertising accelerates that feedback loop. </p><h2>5. Constantly refresh your retargeting ad creative to keep engagement high</h2><p><a target="_blank" href="http://www.wordstream.com/blog/ws/2015/10/01/remarketing-facts">Almost every single stat</a> shows that remarketing is one of the most efficient ways to close more customers. The more ad remarketing impressions someone sees, the higher the conversion rate. Remarketing ads are also incredibly cheap compared to your standard AdWords search ad when trying to reach new cold traffic.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc320955ca9.30510857.jpg"> </p><p class="caption">(<a target="_blank" href="http://www.wordstream.com/blog/ws/2015/10/01/remarketing-facts">image source</a>) </p><p>There’s only one problem to watch out for: <a target="_blank" href="https://adespresso.com/blog/overcome-ad-fatigue-keep-cpa-down/">ad fatigue</a>. The image creative plays a massive role in Facebook ad success. But over time (a few days to a few weeks), the performance of that ad will decline. The image becomes stale. The audience has seen it too many times. The trick is to continually cycle through similar, but different, ad examples. </p><p><span></span>Here’s how <a target="_blank" href="https://twitter.com/nansida?">David Zheng</a> does it for <a target="_blank" href="https://buildfire.com/">BuildFire</a>:<span></span></p><p>His team will either (a) create the ad creative image directly inside <a target="_blank" href="https://canva.com/">Canva</a>, or (b) have their designers create a background ‘template’ that they can use to manipulate quickly. That way, they can make fast adjustments on the fly, A/B testing small elements like background color to keep ads fresh and conversions as high as possible.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc320e459e1.52859375.png"> </p><p class="caption">(<a target="_blank" href="https://adespresso.com/blog/overcome-ad-fatigue-keep-cpa-down/">image source</a>) </p><p>All retargeting or remarketing campaigns will be sent to a tightly controlled audience. For example, let’s say you have leads who’ve downloaded an eBook and ones who’ve participated in a consultation call. You can just lump those two types into the same campaign, right? I mean, they’re both technically ‘leads.’</p><p>But that’s a mistake. Sure, they’re both leads. However, they’re at different levels of interest. Your goal with the first group is to get them on a free consultation call, while your goal with the second is to get them to sign up for a free trial. That means two campaigns, which means two audiences.</p><p>Facebook’s custom audiences makes this easy, as does LinkedIn’s new-ish <a target="_blank" href="https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2017/introducing-linkedin-matched-audiences0">Matched Audiences</a> feature. Like with Facebook, you can pick people who’ve visited certain pages on your site, belong to specific lists in your CRM, or whose email address is on a custom .CSV file:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc32172ecd3.42582756.jpg"> </p><p>If both of these leads fall off after a few weeks and fail to follow up, you can go back to the beginning to re-engage them. You can use content-based ads all over again to hit back at the primary pain points behind the product or service that you sell.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc321bf7332.03073821.png"> </p><p>This seems like a lot of detailed work — largely because it is. But it’s worth it because of <em>scale</em>. You can set these campaigns up, once, and then simply monitor or tweak performance as you go. That means technology is largely running each individual campaign. You don’t need as many people internally to manage each hands-on.</p><p>And best of all, it forces you to create a logical system. You’re taking people through a step-by-step process, one tiny commitment at a time, until they seamlessly move from stranger into customer.</p><h2>Conclusion</h2><p>Sending out a few tweets won’t make an impact at the end of the day. There’s more competition (read: noise) than ever before, while organic reach has never been lower. The trick <em>isn’t</em> to follow some faux influencer who talks the loudest, but rather the practitioners who ar <p>Posted by <a href=\"https://moz.com/community/users/310156\">bsmarketer</a></p><p>Content promotion <em>isn’t</em> tweeting or upvoting. Those tiny, one-off tactics are fine for beginners. They might make a dent, but they definitely won’t move the needle. Companies that want to grow big and grow fast need to grow differently. </p><p>Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition. </p><h2>1. Use content to fuel social media distribution (and not the other way around)</h2><p>Prior to selling the brand and blog to Neil Patel, Kissmetrics had no dedicated social media manager at the height of their success. The Kissmetrics blog received nearly 85% of its traffic from organic search. The second biggest traffic-driver was the newsletter.</p><p>Social media did drive traffic to their posts. However, former blog editor <a target="_blank" href="https://twitter.com/zachcb1">Zach Buylgo’s</a> research showed that these traffic segments often had the lowest engagement (like time on site) and the least conversions (like trial or demo opt-ins) — so they didn’t prioritize it. The bulk of Zach’s day was instead focused on editing posts, making changes himself, adding comments and suggestions for the author to fix, and checking for regurgitated content. Stellar, long-form content was priority number one. And two. And three.</p><p>So Zach wasn’t just looking for technically-correct content. He was optimizing for uniqueness: the exact same area where most cheap content falls short. That’s an issue because many times, a simple SERP analysis would reveal that one submission: </p><p class="full-width"><img alt="benefits of content marketing (crowd content)" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc3179515a7.60035236.png"> </p><p class="caption">(<a target="_blank" href="https://grammargang.com/grammarly-review/">image source</a>) </p><p>...Looked exactly like the number-one result from Content Marketing Institute: </p><p class="full-width"><img alt="benefits of content marketing CMI" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc318246473.34007806.png"> </p><p class="caption">(<a target="_blank" href="https://grammargang.com/grammarly-review/">image source</a>) </p><p>Today’s plagiarism tools can catch the obvious stuff, but these derivatives often slip through the cracks. Recurring paid writers contributed the bulk of the TOFU content, which would free Zach up to focus more on MOFU use cases and case studies to help visitors understand how to get the most out of their product set (from the in-house person who knows it best).</p><p>They produced marketing guides and weekly webinars to transform initial attention into new leads:</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31875d540.48571691.png"> </p><p>They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc318def932.60241985.png"> </p><p>In other words, they focused on doing the things that matter most — the 20% that would generate the biggest bang for their buck. They won’t ignore social networks completely, though. They still had hundreds of thousands of followers across each network. Instead, their intern would take the frontlines. That person would watch out for anything critical, like a customer question, which will then be passed off to the Customer Success Manager that will get back to them within a few hours.</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc3194628d2.43297072.png"></p><p>New blog posts would get the obligatory push to Twitter and LinkedIn. (Facebook is used primarily for their weekly webinar updates.) Zach used <a target="_blank" href="https://pablo.buffer.com">Pablo from Buffer</a> to design and create featured images for the blog posts.</p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc319842487.86477042.png"> </p><p>Then he’d use an <a target="_blank" href="https://wordpress.org/plugins/wonderm00ns-simple-facebook-open-graph-tags/">Open Graph Protocol WordPress plugin</a> to automatically add all appropriate tags for each network. That way, all he had to do was add the file and basic post meta data. The plugin would then customize how it shows up on each network afterward. Instead of using Buffer to promote new posts, though, Zach likes <a target="_blank" href="https://meetedgar.com/">MeetEdgar</a>.</p><p>Why? Doesn’t that seem like an extra step at first glance? Like Buffer, MeetEdgar allows you to select when you’d like to schedule content. You can just load up the queue with content, and the tool will manage the rest. The difference is that Buffer constantly requires new content — you need to keep topping it off, whereas MeetEdgar will automatically recycle the old stuff you’ve previously added. This saved a blog like Kissmetrics, with thousands of content pieces, TONS of time.</p><p><img alt="Header-screenshot-animated_02.gif" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc319dc1561.05545110.gif"> </p><p class="caption">(<a target="_blank" href="https://meetedgar.com/features/">image source</a>) </p><p>He would then use <a target="_blank" href="https://sleeknote.com/">Sleeknote</a> to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:</p><p><img alt="Screen Shot 2017-10-30 at 1.36.05 PM.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31a4f1f63.47280728.png"> </p><p>But that’s about it. Zach didn’t do a ton of custom tweets. There weren’t a lot of personal replies. It’s not that they didn’t care. They just preferred to focus on what drives the most results for their particular business. They focused on building a brand that people recognize and trust. That means others would do the social sharing for them.</p><p>Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him. </p><p><img alt="image.png" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31ab73aa2.16851276.png"> </p><p>So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans. </p><h2>2. Combine original research and newsjacking to go viral</h2><p><a target="_blank" href="https://sourcify.com/">Sourcify</a> has grown almost exclusively through content marketing. Founder <a target="_blank" href="https://twitter.com/naterez94">Nathan Resnick</a> speaks, attends, and hosts everything from webinars to live events and meetups. Most of their events are brand-building efforts to connect face-to-face with other entrepreneurs. But what’s put them on the map has been leveraging their own experience and platform to fuel viral stories.</p><p>Last summer, the record-breaking Mayweather vs. McGregor fight was gaining steam. McGregor was already infamous for his legendary trash-talking and shade-throwing abilities. He also liked to indulge in attention-grabbing sartorial splendor. But the suit he wore to the very first press conference somehow managed to combine the best of both personality quirks:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31b2f0122.37107680.jpg"> </p><p class="caption">(<a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">image source</a>) </p><p>This was no off-the-shelf suit. He had it custom made. Nathan recalls seeing this press conference suit fondly: “Literally, the team came in after the press conference, thinking, ‘Man, this is an epic suit.’” So they did what any other rational human being did after seeing it on TV: they tried to buy it online.</p><p>“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”</p><p>They “used their own platform, had samples done in less than a week, and had a site up the same day.” </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31b9ad0c0.36870565.jpg"> </p><p class="caption">(<a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">image source</a>) </p><p>“We took photos, sent them to different factories, and took guesstimates on letter sizing, colors, fonts, etc. You can often manufacture products based on images if it’s within certain product categories.” The goal all along was to use the suit as a case study. They partnered with a local marketing firm to help split the promotion, work, and costs.</p><p>“The next day we signed a contract with a few marketers based in San Francisco to split the profits 50–50 after we both covered our costs. They cover the ad spend and setup; we cover the inventory and logistics cost,” Nathan wrote in <a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">an article for The Hustle</a>. When they were ready to go, the marketing company began running ad campaigns and pushing out stories. They went viral on <a target="_blank" href="https://brobible.com/">BroBible</a> quickly after launch and pulled in over $23,000 in sales within the first week.</p><p>The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31c366339.02555334.jpg"> </p><p class="caption">(<a target="_blank" href="https://thehustle.co/conor-mcgregor-f-you-suits">image source</a>) </p><p>This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it. </p><h2>3. Drive targeted, bottom-of-the-funnel leads with Quora</h2><p>Quora packs another punch that often elevates it over the other social channels: higher-quality traffic. Site visitors are asking detailed questions, expecting to comb through in-depth answers to each query. In other words, they’re invested. They’re smart. And if they’re expressing interest in managed WordPress hosting, it means they’ve got dough, too.</p><p>Both Sales Hacker and Kinsta take full advantage. Today, <a target="_blank" href="https://www.linkedin.com/in/officialg/">Gaetano DiNardi</a> is the Director of Demand Generation at <a target="_blank" href="https://nextiva.com">Nextiva</a>. But before that, he lead marketing at <a target="_blank" href="https://www.saleshacker.com/">Sales Hacker</a> before they were acquired. There, content was central to their stratospheric growth. With Quora, Gaetano would take his latest content pieces and use them to solve customer problems and address pain points in the general sales and marketing space:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31c897a04.04395334.png"> </p><p>By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience: </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31ce80188.60749747.png"> </p><p>He found questions that they already had content for and used it as a chance to engage users and provide value. He can drive tons of relevant traffic for free by linking back to the <a target="_blank" href="https://www.saleshacker.com/library/">Sales Hacker blog</a>: </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31d3dd108.79782463.png"> </p><p><a target="_blank" href="https://kinsta.com/">Kinsta</a>, a managed WordPress hosting company out of Europe, also uses uses relevant threads and Quora ads. CMO <a target="_blank" href="https://twitter.com/brianleejackson">Brian Jackson</a> jumps into conversations directly, lending his experience and expertise where appropriate. His technical background makes it easy to talk shop with others looking for a sophisticated conversation about performance (beyond the standard, PR-speak most marketers offer up):</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31dbb47a2.78419559.png"> </p><p>Brian targets different WordPress-related categories, questions, or interests. Technically, the units are “display ads, but they look like text.” The ad copy is short and to the point. Usually something like, “Premium hosting plans starting at $XX/month” to fit within their length requirements.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31e35c4f5.41760438.png"> </p><h2>4. Rank faster with paid (not organic) social promotion</h2><p>Kinsta co-founder <a target="_blank" href="https://twitter.com/tomzur">Tom Zsomborgi</a> wrote about their journey in a <a target="_blank" href="https://kinsta.com/blog/bootstrapping-startup/">bootstrapping blog post</a> that went live last November. It instantly hit the top of Hacker News, resulting in their website getting a consistent 400+ concurrent visitors all day:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31ebb9da8.48707908.png"> </p><p>Within hours their post was <em>also</em> ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31f093fa1.34912024.png"> </p><p>How did that happen? </p><p>“There’s a direct correlation between social proof and increased search traffic. It’s more than people think,” said Brian. Essentially, you’re paying Facebook to increase organic rankings. You take good content, add paid syndication, and watch keyword rankings go up.</p><p>Kinsta’s big goal with content promotion is to build traffic and get as many eyeballs as possible. Then they’ll use AdRoll for display retargeting messages, targeting the people who just visited with lead gen offers to start a free trial. (“But I don’t use AdRoll for Facebook because it tags on their middleman fee.”) </p><p>Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.” </p><p><a target="_blank" href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">Facebook's organic reach fell by 52%</a> in 2016 alone. That means your ability to promote content to <em>your own page fans</em> is quickly approaching zero. </p><p><img alt="Screen Shot 2017 06 29 at 12.52.27 PM" src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31f6c1a07.21248431.png"> </p><p class="caption">(<a target="_blank" href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">image source</a>) </p><p>“It’s almost not even worth posting if you’re not paying,” confirms Brian. Kinsta will promote new posts to make sure it comes across their fans’ News Feed. Anecdotally, that reach number with a paid assist might jump up around 30%. </p><p>If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.” </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc31fd2d537.87679969.png"> </p><p>In addition to new post promotion, Brian has an evergreen campaign that’s constantly delivering the “best posts ever written” on their site. It’s “never-ending” because it gives Brian a steady-stream of new site visitors — or new potential prospects to target with lead gen ads further down the funnel. That’s why Brian asserts that today’s social managers need to understand PPC and lead gen. “A lot of people hire social media managers and just do organic promotion. But Facebook organic just sucks anyway. It’s becoming “pay to play.’”</p><p>“Organic reach is just going to get worse and worse and worse. It’s never going to get better.” Also, advertising gets you “more data for targeting,” which then enables you to create more in-depth A/B tests.</p><p>We confirmed this through a series of <a target="_blank" href="https://getcodeless.com/promoted-content/">promoted content tests</a>, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc320463568.60831914.png"> </p><p class="caption">(<a target="_blank" href="https://getcodeless.com/promoted-content/">image source</a>) </p><p>That’s why “best practices” are past practices — or BS practices. You don’t know what’s going to perform best until you actually do it for yourself. And advertising accelerates that feedback loop. </p><h2>5. Constantly refresh your retargeting ad creative to keep engagement high</h2><p><a target="_blank" href="http://www.wordstream.com/blog/ws/2015/10/01/remarketing-facts">Almost every single stat</a> shows that remarketing is one of the most efficient ways to close more customers. The more ad remarketing impressions someone sees, the higher the conversion rate. Remarketing ads are also incredibly cheap compared to your standard AdWords search ad when trying to reach new cold traffic.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc320955ca9.30510857.jpg"> </p><p class="caption">(<a target="_blank" href="http://www.wordstream.com/blog/ws/2015/10/01/remarketing-facts">image source</a>) </p><p>There’s only one problem to watch out for: <a target="_blank" href="https://adespresso.com/blog/overcome-ad-fatigue-keep-cpa-down/">ad fatigue</a>. The image creative plays a massive role in Facebook ad success. But over time (a few days to a few weeks), the performance of that ad will decline. The image becomes stale. The audience has seen it too many times. The trick is to continually cycle through similar, but different, ad examples. </p><p><span></span>Here’s how <a target="_blank" href="https://twitter.com/nansida?">David Zheng</a> does it for <a target="_blank" href="https://buildfire.com/">BuildFire</a>:<span></span></p><p>His team will either (a) create the ad creative image directly inside <a target="_blank" href="https://canva.com/">Canva</a>, or (b) have their designers create a background ‘template’ that they can use to manipulate quickly. That way, they can make fast adjustments on the fly, A/B testing small elements like background color to keep ads fresh and conversions as high as possible.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc320e459e1.52859375.png"> </p><p class="caption">(<a target="_blank" href="https://adespresso.com/blog/overcome-ad-fatigue-keep-cpa-down/">image source</a>) </p><p>All retargeting or remarketing campaigns will be sent to a tightly controlled audience. For example, let’s say you have leads who’ve downloaded an eBook and ones who’ve participated in a consultation call. You can just lump those two types into the same campaign, right? I mean, they’re both technically ‘leads.’</p><p>But that’s a mistake. Sure, they’re both leads. However, they’re at different levels of interest. Your goal with the first group is to get them on a free consultation call, while your goal with the second is to get them to sign up for a free trial. That means two campaigns, which means two audiences.</p><p>Facebook’s custom audiences makes this easy, as does LinkedIn’s new-ish <a target="_blank" href="https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2017/introducing-linkedin-matched-audiences0">Matched Audiences</a> feature. Like with Facebook, you can pick people who’ve visited certain pages on your site, belong to specific lists in your CRM, or whose email address is on a custom .CSV file:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc32172ecd3.42582756.jpg"> </p><p>If both of these leads fall off after a few weeks and fail to follow up, you can go back to the beginning to re-engage them. You can use content-based ads all over again to hit back at the primary pain points behind the product or service that you sell.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/advanced-content-promotion-strategies/5c3fc321bf7332.03073821.png"> </p><p>This seems like a lot of detailed work — largely because it is. But it’s worth it because of <em>scale</em>. You can set these campaigns up, once, and then simply monitor or tweak performance as you go. That means technology is largely running each individual campaign. You don’t need as many people internally to manage each hands-on.</p><p>And best of all, it forces you to create a logical system. You’re taking people through a step-by-step process, one tiny commitment at a time, until they seamlessly move from stranger into customer.</p><h2>Conclusion</h2><p>Sending out a few tweets won’t make an impact at the end of the day. There’s more competition (read: noise) than ever before, while organic reach has never been lower. The trick <em>isn’t</em> to follow some faux influencer who talks the loudest, but rather the practitioners who ar