Welcome to this week’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’s Social Media Marketing Talk Show, we explore Twitter cracking down on bots and automation with Madalyn Sklar, Instagram DM replay changes, and other breaking [...]
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- Your Guide to the Social Media Jungle
Wondering how to increase your reach on Twitter? Want tips for building your audience and boosting engagement? To explore the Twitter algorithm and creative ways to interact with others on Twitter, I interview Andrew Pickering and Peter Gartland. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social [...]
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- Your Guide to the Social Media Jungle
The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=-qk9lJq6MXA Watch The Journey: Episode 18 Episode 18 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to [...]
This post Leveraging Breaking News: The Journey, Episode 18 first appeared on .
- Your Guide to the Social Media Jungle
Want to add more video to your content mix? Have you considered repurposing your blog content into video? There’s no need to spend hours recording video with an expensive camera when you have existing content and access to free tools. In this article, you’ll learn how to use free tools to turn blog posts into [...]
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- Your Guide to the Social Media Jungle
Remarketing, also called Retargeting, is a form of audience creation used for PPC advertising. As the prefix re- implies, it’s reaching out to target the people who have already expressed some interest in your ads. Generally, this means it’s people who clicked through an ad to your landing page, but did not then carry on to make a purchase.
Remarketing in general is a very good practice. The custom audience you make through remarketing tends to have a much higher conversion rate than your normal broad-spectrum ads. In some cases, click-through rates can be as much as 10x higher than with normal ads.
Both Facebook and Google have tools that allow you to make use of remarketing to reach out to a focused audience of interested users. If you only have the budget to focus on one or the other, which do you choose?
Why Not Both?
If you’re familiar with the posts I write for this site, you’ll know that a lot of times for my “A or B: Which is Better?” posts, I often recommend using both. Don’t pick and choose between Facebook and Twitter, use both. Don’t limit yourself to either Amazon or eBay, use both. So why not use both Facebook and Google for remarketing?
Remarketing is actually one area where it’s better to focus on one service rather than both. That’s because it relies on the broad-scale exposure of your initial ads. The more people you reach with your initial ad, the larger the subsequent remarketing audience is likely to be. If you split your budget between the two services, your remarketing audiences will be smaller, and thus less effective.
This does, of course, rely on you having a smaller budget you need to split between them. If you have a large enough budget to reach a wide audience on both platforms at the same time, by all means, use them both.
A Basic Answer
Before I go into details, I have to give you the basic, no-nonsense answer. Which should you use, between Facebook and Google, for your remarketing? Well, whichever works best!
Now, don’t leave. I do actually mean something when I say that.
Remarketing is the act of targeting an audience specifically made up of people who have expressed interest in your site through previous ads or other marketing channels. Say you have an audience of 100,000 people with both your Facebook ads and your Google ads. You run ads with the same budget for the same amount of time. Facebook ads get you 1,000 clicks, while Google ads only get you 800. Facebook ads are more effective. The audience you build for retargeting is larger, so you have a higher chance of getting conversions out of that subsequent audience. Go with Facebook! If the reverse is true and you find that Google gets you better returns, go with Google.
Of course, you need to do a legitimate test here. Spend some time with both ad systems, with an adequate budget and optimizations as you go, rather than just running one basic ad and taking the results at face value.
The Benefits and Drawbacks of Facebook
Facebook has a few perks that can put it above Google when it comes to advertising and remarketing. Let’s look them over, then check out what Google has to offer.
Facebook, first of all, has an incredible wealth of targeting options. Want to reach out to an audience made up of only people who like donuts? You can do that easily. Want to target only people with a college education making over $100,000 per year who like the movie Saving Private Ryan? You can do that too.
There are so many targeting options because so many people give so much information to Facebook that you would be shocked. In any context other than a social network, that much information in private hands would be considered an egregious breach of privacy. In fact, it still kind of is, though it’s “okay” because the data is anonymous when it lands in the hands of businesses. You can target a very narrow audience, but you can’t target specific aspects of a person that are exploitative or that narrow the audience down to one person.
Secondly, Facebook has a generally lower cost per click for most ad formats. The fact that you can be so precise in targeting means you can make your ads very effective for their cost, which reduces the overall cost per click. You don’t HAVE to use those options, and you don’t HAVE to make efficient ads, but your costs will be high because of it. Violating some rules like the sliding scale for text density will have a negative impact on costs as well.
Next, Facebook’s mailing list integration is top-notch, giving you additional sources of an initial audience. You can import a mailing list and Facebook will search for profiles that use that email, giving you a ready-made audience of people you know are interested in your brand. You can even keep different mailing lists for leads and customers, and make different custom audiences out of them. Google doesn’t let you do that, because they have no way of matching a person to their email while the user is browsing.
Facebook tends to have a generally higher conversion rate than similar search engine ads. Google can be used in a lot of different ways for the same keyword, right? Someone searching for “shoes” could be looking for the history of shoes, for modern shoe styles, for shoes they can buy, or any number of other variations on the keyword. You could be targeting the people looking to shop, but you’ll get a low rate of clicks because a lot of the queries are informational in nature. You don’t fit the bill, so they don’t care about your ad. On Facebook, on the other hand, everyone is on the site for the same basic reason, and you can reach out to the right kinds of people knowing that reason.
Facebook’s unique lookalike audiences can be quite beneficial, sometimes. A lookalike audience is a special audience you can make based on an existing audience. Say, for example, you have a mailing list of people who have expressed interest in your company by downloading an ebook. You can import that mailing list into Facebook to create an audience out of all of those people who used the same email on Facebook. This is useful, but it’s not a lookalike audience.
You can create a lookalike audience based on this audience. That new audience will be made up of people who are NOT on your mailing list, but who match the same general demographics and interests. If most of the people on your mailing list have the same general profession, age range, and interest in movies, Facebook will make a new audience out of people who match those criteria.
Lookalike audiences are not, however, all that useful for retargeting, at least not right away. After all, the power of retargeting is to make a custom audience out of the people who have expressed interest in your ads once already. To create a lookalike audience is simply to broaden that audience back to people who haven’t expressed that interest. You can refine your demographic and interest-based targeting this way, but it’s not always necessarily helpful.
Success with Facebook provides social proof that can reinforce future conversions. I know that I often check on the Facebook profile of a brand before I’m interested in buying from them, just to see if they’re the kind of brand with a presence or if they have neglected that area of their marketing.
You have some additional options with Facebook ads as well, like in-messenger advertising and advertising on Instagram. This means more socially-focused sources of incoming traffic.
On the other hand, all is not sunshine and rainbows with Facebook. For one thing, there’s not a single holy chorus to indicate the perfect move. They don’t mail you a puppy to be your company mascot, either.
On a more serious note, Facebook does have issues with some elements of reporting. The Facebook tracking pixel is a bit limited; if you want to track a given event, you need to load the pixel on that page, which generally means having an action confirmation page. Since you can’t have a confirmation page for every minor action a user might take, you can lose out on some events and potential audience members. You can get around this with a script-based trigger, but that can be complex to set up, and if you set it up incorrectly, you can capture a lot of people in your audience who aren’t supposed to be there.
Secondly, Facebook is only going to get more and more expensive as time goes on, unless of course the platform fails completely. As people continue to adopt the site and its services, competition rises, and so will expenses.
The Benefits and Drawbacks of Google
Of course, Facebook doesn’t have a monopoly on beneficial elements of their remarketing program. If Google didn’t have something going for it, they wouldn’t be at the top of the industry.
Google ads are often more trusted than basically any other ad source in the business. Everyone knows and trusts who Google is, and by extension Google ads. Google puts a lot of work into vetting their ads to ensure there are virtually no malicious ads or scams, so they’re more reasonable to click.
With Google Adwords, you also have access to the positively astonishing number of sites in the display network. There are over a billion people on Facebook, but there are enough sites in the display network that Google claims to reach 90% of the people on the internet.
Success with Google Adwords tends to snowball, with a higher quality score, lower ad rates, and higher click rates through remarketing. As you get better, your placement, circulation, and costs will all improve, making it a great site for extended investment and optimization.
Google’s display advertising has a huge array of possible ad formats and graphics options you don’t get with Facebook. Facebook only really has sidebar, news feed, app, and messenger ads. With Google Adwords you have a wide variety of types of text and display ads, app ads, and other variations.
You also have the power to vet the websites showing your ads and can prune out those underperforming sites in favor of better sites. This kind of control is further optimization to make up for the lack of it you get in targeting your audience. You might not be able to target people who hate donuts, but you can remove donut-based sites from your targeting.
On the other hand, Google Adwords isn’t perfect either. If they were, we wouldn’t have other options, because none would be necessary.
For one thing, Google is often more of a middleman than a primary source of display advertising. Search ads only get a few seconds of exposure, if that, as opposed to ads on Facebook where a user can see them for as long as they’re sitting on the page. Display network ads don’t have this problem, of course.
Google As are also surprisingly difficult to get into and stay in. You can sign up as long as you have a site, but you’re in a pretty precarious position where making a few wrong moves or accidentally sending fake traffic through your ads will get you banned from the program. Getting banned is a big deal and it’s very difficult to fix.
Google Adwords also doesn’t track or monitor quite as much personal information about your audience as Facebook. Google can see technical information and demographics, but they can’t see all the interests, all the secondary targeting options that make Facebook so powerful. People just willingly give Facebook a huge wealth of personal information you can use to reach them.
So at the end of the day, which platform is the one you should use? Both of them work well enough, so it really depends on two things; your investment and your focus as a business.
As far as your business is concerned, just think about the kinds of people you want to reach. Are they people who are going to be spending a lot of time on Facebook? If so, Facebook is probably a good option. If they’re people who tend to avoid social networks, or if you’re B2B, or your industry just isn’t well represented on social media, Google might be the better option.
Either way, though, money talks. Both forms of remarketing get better the longer you do them and the more money you put into both the initial ads and the remarketing ads. Eventually, you can find success with both sources.
The post Facebook Ads vs AdWords – Which is Better for Remarketing? appeared first on Growtraffic Blog.
We’ve been tracking Twitter’s integration into the Google search results since 2014, and today I’m publishing the fifth of our studies on the topic. The TL;DR of today’s results is that Google’s indexation of Twitter is at the lowest level ever. Read on for the details!
For reference, here are links to the prior versions of this study:
July 2015, after Google had integrated the Twitter API firehose into their algorithm
Feb 2015, after Google and Twitter announced their new deal, but prior to completion of the integration
The Core Data
In this data set, we have 693 users who posted a total of 47,799 tweets. On an aggregated basis, only 5.2% of these tweets are in the Google Index. The following shows the breakout of the indexation through all five editions of the study that we’ve done:
Google's indexation of tweets falls to its lowest level ever.Click To Tweet
This is the lowest we’ve seen in all five of our studies. It’s also interesting to see how quickly tweets get indexed. We’ve shown through the history of the study that tweets are NOT indexed quickly. This surprises most people, as they assume that Google looks at Twitter to capture breaking news, but that proves to not be the case. Here is the history of the percentage of tweets that indexed within seven days:
Only 1.6% of the tweets were indexed within the first seven days! In our five data snapshots of this, we saw lower indexation levels within the first seven days only in February of 2015. Note that this was back before Google and Twitter announced a new API deal.
Factors That Impact Twitter Indexation Levels
We also took a look to see how the level of indexation correlated with the user’s follower count. Here is what the data shows:
Study finds that percentage of tweets indexed by Google increases in proportion to the tweeter's follower count.Click To Tweet
I’m in no way suggesting that Google looks specifically at follower count. However, some aspect of the person’s overall authority does matter. That could be the way that people engage with their account (people with more followers tend to get more engagement), rather than follower count, specifically.
That brings up the next question. Do tweets that get more likes (favorites) tend to get indexed more? Let’s take a look:
Study finds tweet engagement affects likelihood the tweet will show in Google search.Click To Tweet
The answer is a clear yes. Tweets with more engagement do get indexed more. This is consistent across all editions of the studies that we’ve done. Could this be a direct consideration in whether or not Google indexes a tweet? It’s a possibility.
Let’s also look at retweets:
As you can see, a higher level of retweets also correlates well with the potential for being indexed, but only up to a point. However, this occurs at a lower level than favorites. This suggests that the number of favorites is a stronger consideration than the number of retweets, possibly because there are many accounts that are just bots auto-retweeting other people’s accounts.
We also pulled data on the potential impact of having a Twitter Verified account. Here is what we saw:
Having a verified Twitter account is highly correlated with having more tweets show in Google search.Click To Tweet
So having a verified account does correlate with higher chances of indexation, but it’s not clear that this is a direct factor. It could just be because people with verified accounts tend to get more engagement with their tweets.
Length of tweet
Last but not least, we also pulled data to see if the length of the tweet was a factor. Note that due to the timing of our data collection, which was as Twitter was rolling out tweets over 140 characters, we excluded tweets over 140 characters from this data. Google did not appear to be indexing those longer tweets during the beginning of the data collection, but started to near the end of it, and that was going to skew the data. Here is what that data showed for tweets up to 140 characters:
As you can see there is basically, no difference today, for tweets under 140 characters.
Wrapping it Up
The main conclusions of this study are:
Google’s indexation of Twitter is on the decline. At an overall indexation level of 5.2%, it’s at it’s lowest level ever. Note though that 5.2% of all tweets is still a pretty large number of pages!
Google continues to index tweets in its own sweet time (not rapidly). This provides support to Google’s public statements that they treat social media sites just like any other site.
The metric that most increases chances of indexation appears to be favorites, and then secondarily retweets.
Our available data suggests that tweet length matters little to indexation.
TAMARAC, FL – 3dcart is helping small businesses grow their presence online with a Get Your Business Online workshop, which will feature a lesson about creating a positive online experience for real-world customers. The workshop will be hosted today (Feb. 21) at 6691 Nob Hill Rd. Tamarac, FL 33321 from 12:30 PM to 2:00 PM.
Get Your Business Online with Google brings community members, business owners, and civic leaders together to help small businesses succeed on the web.
“We’re glad to participate in this initiative from Google in partnership with the Small Business Administration, Facebook, Square, and Constant Contact to teach small businesses how to create a seamless shopping experience for their customers,” says 3dcart CEO and founder Gonzalo Gil. “This aligns perfectly with our long-term goal of helping small eCommerce merchants to find and retain customers to grow their business.”
“4 out of 5 consumers use search engines to find local information nearby, yet only 37% of businesses have claimed their listing on a search engine,” says Soo Young, Manager of Google’s Get Your Business Online program. “Small businesses are the engine of local economies and when they flourish, their communities do as well.”
Get Your Business Online is a program that empowers communities to support their local businesses and encourage them to get on the map. Local businesses keep our communities strong; when we help them succeed on the web, they make our communities even stronger. The Open for Business: Create a Positive Online Experience for Real World Customers workshop is a Google presentation hosted by 3dcart. Visit http://www.gybo.com to learn more about the program and get involved.
Please RSVP here: https://docs.google.com/forms/d/e/1FAIpQLSdDep4ZBDJ_xsVSnyeo6jiLf8WIHzpMCxTNUgkaWsgUc3gvPA/viewform
3dcart, located in Tamarac, Florida, is the most SEO-friendly eCommerce platform for retailers and internet marketers to grow their online stores’ traffic and sales. 3dcart includes 24×7 Technical Support, 100+ Mobile-Ready Themes, order management software, built-in blog, email marketing tools and more. Since 1997, the company has been a leader in the eCommerce market, building online stores for businesses of all sizes. Today, 3dcart is Visa PCI Certified and a Google Partner.
About Get Your Business Online
Get Your Business Online is a program designed to empower communities to support their local businesses by helping them get on Google Search and Maps for free. Businesses that are online grow 40% faster than those that aren’t. Let’s help every local business get their information online. Explore our site to learn how you can join in, support businesses in your community, and put your city on the map: gybo.com
Rzeszow, Poland – HostBill, a billing and automation software for web hosting industry, has just recently introduced new integration: Comodo SSL module, that joins the list of over 500 integrations that HostBill currently provides.
Comodo SSL module for HostBill is a professional SSL management tool that enables you to download, sell and automatically provision Comodo SSL certificates in a fast and convenient way. Thanks to a variety of automation features provided by HostBill, selling and managing the certificates could not be easier and more hassle-free. The certificates are issued, synchronized and renewed automatically. Customers can easily view certificate status and manage, download or reissue certificate within few clicks of a mouse from our intuitive client area. The customer will also have the ability to choose and resend the approval email. The admin has detailed knowledge and control of the certificate issue process, account lifecycle and billing operations in admin panel, which also gives easy access to download available certificates from Comodo.
More information about the module can be found at: https://hostbillapp.com/products-services/comodossl/
Amsterdam, The Netherlands – Datacenter.com, an international data center services provider that paid more than $500,000 for its domain name while introducing a flexible month-to-month colocation subscription model lately, today announces that DCspine has opened a Point-of-Presence (PoP) in Datacenter.com’s new Amsterdam facility. DCspine is an on-demand – fully automated, scalable, high capacity – data center interconnection platform designed for the cloud era. It delivers a virtual Meet-Me-Room (MMR) interconnecting more than thirty Netherlands-based data centers through software-defined networking.
Developed and owned by Eurofiber Group, a Netherlands-based provider of digital infrastructure services in the Netherlands, Belgium and Germany, DCspine is a high capacity, ‘Terabit’ interconnection platform designed to innovate data center interconnection in the Netherlands and beyond. Eurofiber has invested several millions of euros in its DCspine platform to provide carrier-neutral data centers and their customers with the flexibility required to optimize cloud service delivery and meet the requirements set by on-demand services models.
The DCspine PoP being deployed in Datacenter.com’s new Amsterdam facility would allow Datacenter.com customers to establish easy, fast and cost-efficient cross-connections (up to 100G per connection) with other data centers in the Amsterdam region and beyond. DCspine can be seen as a Meet Me Room (MMR) for all connected datacenters. The online portal offers Datacenter.com customers the opportunity to establish connectivity ‘on-demand’ with other data centers in both the Amsterdam metropolitan area as well as deeper to the edge of the network.
Cloud Service Providers
The DCspine Point-of-Presence allows Datacenter.com customers to easily deploy disaster recovery (DR) data center locations thus executing their business continuity plans. It also enables them to ensure network continuity and uptime guarantees during IT infrastructure migration to the Datacenter.com AMS1 facility. The DCspine platform would provide its services truly on-demand, as connectivity products purchased through the DCspine online portal – such as bandwidth or a point-to-multipoint connection – can be ordered, adjusted or deleted at any time 24/7.
“Eurofiber has developed the DCspine interconnection platform to capitalize on the need for highly flexible data center connectivity required by cloud service providers,” said Bart Oskam, CTO of the Eurofiber Group. “We applaud Datacenter.com for entering our growing partner ecosystem of interconnected data centers via software defined networking. We expect cloud services providers present in Datacenter.com AMS1 to appreciate our investments in the DCspine interconnection platform.”
On-Demand Data Center Infrastructure
With the deployment of a PoP in Datacenter.com’s new Amsterdam data center, DCspine has expanded its ecosystem of data centers to over thirty connected facilities in the Netherlands. Next to Datacenter.com, the data center ecosystem includes companies like Equinix, Interxion, EvoSwitch, NLDC, Digital Realty, Alticom, Dataplace, and now also Datacenter.com. DCspine will further invest in connecting other data center locations.
Part of a planned targeted global roll-out of large-scale colocation data centers in selected markets, Datacenter.com’s Amsterdam flagship facility opened in Q4 2017 will total 54,000 square feet (5,000 square meters) colocation space upon completion. Datacenter.com AMS1 features a highly energy-efficient design with a calculated pPUE figure of 1.04. Other Datacenter.com facility locations worldwide are soon to follow.
Start Direct Cabinets
“DCspine is a highly innovative interconnection platform that fully meets our expectations when it comes to establishing flexible and scalable data center and networking infrastructure,” said Jochem Steman, CEO of Datacenter.com. “Also DCspine’s flexible contract terms make this interconnection platform a seamless extension to our own on-demand colocation capabilities, as Datacenter.com is uniquely offering Start Direct Cabinets – a pay-as-you-go colocation offering with month-to-month contract terms. Infrastructural and contractual flexibility will help cloud service providers achieve true elasticity within the Datacenter.com colocation environment.”
“DCspine is actually revolutionizing the colocation data center market in the Netherlands,” added Mr. Steman. “They are taking a concept like cloud-neutrality to the next level by adding a new level of independence, data center neutrality. Strengthening our own on-demand colocation delivery model, this will allow Datacenter.com customers to instantly and flexibly interconnect with other colocation data centers in the Amsterdam region and also a wide variety of edge locations in the Netherlands.”
Datacenter.com’s investors have committed themselves to invest heavily in state-of-the-art data center infrastructure – to meet the market’s growing need for energy efficient, highly interconnected and modular colocation facilities, in which organizations can flexibly and securely host their critical IT infrastructure while cloud computing needs are addressed. Datacenter.com’s customized, reliable and innovative data center solutions are accompanied with the company’s best-in-class customer support.To learn more about Datacenter.com, visit https://datacenter.com or follow Twitter @datacenter_com
Created by Eurofiber,DCspine is a fully automated, state of the art, high capacity datacenter interconnection platform based on the latest software defined network developments. With DCspine you can connect to the services you need, when you need them. DCspine can be seen as the virtual “Meet Me Room” for all connected datacenters. DCspine makes it as easy to cross connect between datacenters as if it were within a single datacenter. DCspine offers online products that can be ordered via the DCspine portal. The products will be provided 24/7 via the portal with the ability to order, scale, change and terminate at any time as a result of the flexible contracts. DCspine is mainly focused on datacenters, cloud service providers and other networks. To learn more about DCspine, visit www.dcspine.nl.
DENVER – CoreSite Realty Corporation (NYSE:COR), a premier provider of secure, reliable, high-performance data center and interconnection solutions across the U.S., today announced that it has acquired a two-acre land parcel in downtown Chicago, Illinois, on which CoreSite expects to build CH2, a greenfield development of a 175,000-square-foot, turn-key, four-story data center supporting 18 critical megawatts of power capacity.
CoreSite currently expects to commence construction on CH2 at the end of 2018 or the beginning of 2019, with timing dependent upon the receipt of necessary entitlements and permits. CoreSite expects to construct the building in three phases, consisting of 6 megawatts of capacity per phase, with a total estimated cost of $190 to $210 million at full build-out.
CoreSite’s CH2 enterprise-class data center will be located one mile from its existing CH1 facility and network node, and CoreSite plans to connect the two sites via diverse, high-count, dark fiber to create the type of campus interconnectivity most valued by its scale customers. CoreSite’s centralized downtown location, adjacent to the Board of Trade, continues to differentiate its data center offering, providing access to exceptionally low-latency connections for the many financial, healthcare, and media companies in this market.
With the development of CH2, CoreSite’s Chicago campus will provide current and prospective customers with:
Ideal colocation environment for enterprises looking for scalable high-performance capacity to meet high-density compute and storage needs close to the edge
Flexible colocation solutions including cabinets, cages, and build-to-suit suites
Access to an already robust community, with high-performance connectivity to more than 30 natively deployed networks
Access to leading cloud on-ramps including AWS Direct Connect, Microsoft Azure ExpressRoute, and Google Cloud Platform
Access to on-demand cloud services through the CoreSite Open Cloud Exchange
24x7x365 remote hands services available from CoreSite’s certified, skilled technicians
Tenured on-site facilities and operations team
Best-in-class security features including 24x7x365 on-site security officers, key card access, biometric scanners and double mantrap entries
A 100% uptime SLA guarantee and a long-running history of six 9s (99.9999%) uptime in the Chicago market
Compliance support for industry-specific customer requirements
System and Organization Controls (SOC) 2 Type 2 examination
SOC 1 Type 2 examination
International Organization for Standardization certification (ISO 27001)
Payment Card Industry (PCI) Data Security Standard (DSS) validation
Health Insurance Portability and Accountability Act (HIPAA) attestation
“We are pleased to have acquired land in downtown Chicago, providing us with much-needed capacity to serve new and expansion requirements of current and prospective customers in the fifth largest multi-tenant data center market in North America,” said Paul Szurek, Chief Executive Officer at CoreSite. “We expect CH2 to enhance our ability to compete effectively in the Chicago market for customer requirements seeking a high performance, cloud-enabled and scalable, higher density colocation solution.”
CoreSite Realty Corporation (NYSE:COR) delivers secure, reliable, high-performance data center and interconnection solutions to a growing customer ecosystem across eight key North American markets. More than 1,200 of the world’s leading enterprises, network operators, cloud providers, and supporting service providers choose CoreSite to connect, protect and optimize their performance-sensitive data, applications and computing workloads. Our scalable, flexible solutions and 450+ dedicated employees consistently deliver unmatched data center options — all of which leads to a best-in-class customer experience and lasting relationships. For more information, visit www.CoreSite.com.
Nova Scotia, Canada – DemoWolf, producer of video support tutorials for the web hosting industry, today announced that effective immediately, they’ll be providing their video tutorials to web hosting companies who want them in their websites, for free.
This announcement comes on the heels of DemoWolf implementing a new business model about a year ago. At that time DemoWolf moved away from custom branding their video tutorials and selling them to web hosting companies – a service they’d offered since DemoWolf’s inception in 2005 – to instead offering a membership service whereby hosting providers could sign up to embed their video tutorials into their websites for a monthly fee.
This latest announcement however, seems to take their business model change to am entirely new level. Although there continues to be paid membership plans with more options, DemoWolf now offers a free plan that still allows companies to embed their video tutorials into the knowledgebase or support pages of their websites.
“After years of struggling to find the best model for our business, we feel we now have the formula, and the right pieces in place to continue bringing high quality video tutorials to market” says Rob Moore, president of DemoWolf. “Now every hosting company can offer our video support tutorials to their customers, absolutely free!”
The kicker as they say, is the video tutorials served through the free plan will have a short 5-10 second video ad play before the support video plays. Recognizing that DemoWolf’s members are typically web hosting providers, they will not allow ads for other web hosting or competing companies to display through their ad network. All ads will have to be approved by DemoWolf before being added to the network. In addition, ads will be a maximum of 10 seconds long, and will show a “timer” indicating when the ad will be finished and the main video can begin.
DemoWolf claims that their video support tutorials save hosting companies upwards of 80% in support costs. Instead of a hosting client calling or submitting a ticket to their hosting provider with basic questions, they can instead search for an answer online, and be presented with a video tutorial that will walk them through their solution.
DemoWolf currently has over 450 video tutorials covering many aspects of web hosting, and the most commonly asked questions by hosting customers. Topics include help videos on cPanel, Plesk, domain and DNS issues, email client setup instructions, FileZilla and other FTP client instructions, WordPress, and much more. DemoWolf also provides several free tools to help get their videos into members’ websites such as WHMCS, ClientExec, Blesta, HostBill and WordPress plugins and modules. For more information, you can contact DemoWolf by visiting their website at https://demowolf.com/contact/ or by calling their Halifax-based office at 1-902-225-7459.
Do you have an Instagram business account? Wondering how to analyze your Instagram activities? In this article, you’ll discover how to use Instagram Insights to evaluate your followers, posts, stories, and promotions. What Is Instagram Insights? Instagram Insights is a native analytics tool that provides data on follower demographics and actions, as well as your [...]
This post 4 Ways to Use Instagram Insights to Improve Your Marketing first appeared on .
- Your Guide to the Social Media Jungle
You’re a public relations pro. You’ve built an extensive networks of contacts and have deep expertise in a sector of the market. That used to be enough to differentiate yourself, but not anymore.
In today’s public relations world, you need to understand Search Engine Optimization (SEO) to survive.
Even if you’re not all that familiar or comfortable with SEO, it’s important to appreciate its importance, and how your PR efforts can affect your client’s SEO goals, for better or worse.
PR & SEO: Better Together
SEO, content marketing, and PR all share a common objective: to put the right content in front of the right audience at the right time.
PR and SEO frequently intersect when an earned-media placement on a website contains a link to a client’s website. Links are the glue of the web. They are used by search engines to find new web pages, but also to understand how important or relevant a web page might be for a particular search query.
Very roughly speaking, in Google’s eyes the more links a web page receives from high-authority sites, the more important it is. Additionally, the context in which links and mentions of your brand exists also impacts what Google might rank you for. If you sell custom red widgets, and lots of articles that talk about red widgets link to or mention your brand, then Google is more likely to think your page should rank for red widgets.
For example, if you someone creates an article on a website with a link pointing to a section of the client’s site about custom red widgets, and the link text (known as “anchor text”) is “custom red widgets,” it’s a strong signal to search engines that your client’s web site could be a good site to rank for “custom red widgets.”
Link All the Things!
In that example, your PR work has affected your client’s SEO in a positive way. Excellent. So now you should just go out and get as many links as possible, right?
No, you shouldn’t. Here’s why:
Search engines have gone to great lengths to reduce, remove and even reverse the advantage of acquiring links to artificially influence search engine rankings. Search engines do like links, but they want links that reflect a human’s judgment that each link is an indication of value to users. Consequently, search engines do not want links to be paid for in any way (or artificially traded, bartered, exchanged).
Think of it as a word-of-mouth model for machines. If your friend tells you that a new movie is awesome, you assume that she hasn’t been paid by a movie studio or distributor to tell you that. Similarly, if your friend publishes a blog and links to a web page about the movie, search engines want that link to be the result of your friend believing that the movie is link-worthy, so to speak, and not the result of a promoter slipping her a $20 gift certificate.
Follow These Best Practices
Here are seven guidelines to keep in mind when you target websites for placements:
Don’t pay for an editorial link. Ever. (Exception: you are actually buying an advertorial or sponsored post. In such a case, add a rel=nofollow tag to the link so search engines know the link should not have any ranking power.)
Don’t try to be too clever by coming up with compensation schemes that, while they don’t involve a monetary payment for links, still involve some form of compensation or incentive. Don’t trade for links, don’t barter for links, don’t give product samples in exchange for product reviews that contain a link to your client. Submission sites with no editorial oversight also have little SEO value.
A natural way to link to a specific website is to use the name of the site as link text, rather than link text that closely resembles a search query (often referred to as “rich anchor text”). Search engines may look suspiciously at links that use rich anchor text when using the name of an organization would make more sense. This is especially true if there is a high volume of rich anchor text links.
If you are unsure about how search engines may treat a link, you can ask the publisher to put a so-called NoFollow attribute on the link. It’s an instruction to Google to ignore the link: Users will still see it and be able to click on the link, but Google won’t use it to calculate your client’s importance or query relevance. Put differently, the link won’t help your client’s rankings for relevant searches. Advertorial content or paid influencer endorsements are places where adding a NoFollow tag is important.
The more relevant the website is to your client’s industry or customers, the more valuable the link will be to both users and search engines.
Excessive linking to your site in an article is also a less-than-ideal practice. A good practice to follow is to include minimal linking to your site (once or twice). Keep it non-commercial and link only when it makes sense from a user perspective.
PR is not what the SEO industry refers to as link building (the systematic accumulation of links to improve a website’s overall ranking in search results). PR is about message placement and audience influencing, but may also help accumulate links. You should view links as a valuable outcome, not a key performance indicator.
Understanding the overall SEO health of your client’s site is also a crucial step in the PR process. An SEO audit should be recommended for all sites considering using public relations and/or content marketing to increase awareness and traffic from search engines. If there are fundamental flaws in the structure of the website, your work may prove fruitless in improving traffic and search rankings.
A Public Relations Practitioner’s Role in a Search-Driven World
Public relations professionals are uniquely positioned to help companies move ahead in the online marketplace, if they understand fundamental SEO concepts. The hard-won relationships and understanding of the publishing world offer great strengths to use in a content marketing campaign.
When I was a public relations executive I worked closely with clients on general messaging, product launches, reviews, and events to help build brand awareness for my clients. The key metrics were visibility and reach.
As lead generation and search has increased in importance, PR has had to adapt. Social media and paid search are often part of the offerings from full service public relations firms today. Some agencies have embraced Google Analytics to monitor traffic, as well.
However, there are still many areas about SEO that are overlooked. Understanding the fundamentals of SEO will elevate your ability to provide quality PR services to your clients and help you thrive in today’s digital marketplace.
Utilizing PR for promotion of onsite content is also a way to maximize impact. Strategic development of linked content (a study or a piece of long-form content) with PR has the potential to reach an even larger audience. Public relations practitioners know how to structure newsworthy content and promote it effectively prior to publishing the content onsite.
Even without obtaining Follow links, quality promotion of this strategic on-site content can drive many organically obtained links to relevant content. The links will influence ranking and traffic growth while also building deeper brand associations and market-expertise, helping to reach consumers at every point in the sales funnel.
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Mark thinks the right power hat will help him sell his ideas to the big execs. That may or may not be true, but one thing is for certain: when it comes to the C-suite it’s important to deliver your content in the form they most appreciate.
In this episode of our Here’s Why digital marketing video series, Stone Temple’s Mark Traphagen shares why this is the case, and provides some surprising insights into what type of content executives value most.
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C-suite Reveals Surprising Insights Into Thought Leadership They Value Most
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Mark: You know, Eric, if there’s one piece of conventional wisdom I buy into it’s that conventional wisdom isn’t always so wise.
Eric: It sounds like you’ve got a bee up your bonnet or something. What’s this about?
Mark: I see a lot of articles and studies out there about what kind of content performs best, but I think following those too strictly can get you into trouble.
Eric: And why?
Mark: Because different audiences have different needs and value content of different lengths or in varying formats.
Eric: So, it’s important to know your target audience and tailor the size and format of your content (and its depth) to that audience.
Mark: Exactly. And that’s especially important when it comes to the C-Suite, the top executives at large companies.
Eric: And how do you know that?
Mark: Fortunately, we have data. Thanks to a study by Forbes Insights and Deloitte. They found that many C-level executives buck the general trend in digital toward smaller bite-sized content.
Eric: What kind of content do they prefer?
Mark: They found that while executives will accept short-form content as a gateway to deeper information, they prefer longer-form, more in-depth content. Another surprise is that while they respect big data, 62% said they didn’t always find it useful. That means that when we do big data studies, we have to make sure it’s both applicable to our target audience and that we make it clear exactly how they should take action based on the findings.
Eric: Any other surprises in the report?
Mark: One is that while 75% are willing to read a lengthy report or study online, 84% said their preference would be to read it offline in printed form.
Eric: Truth be told, that’s me too by the way. But that means it might be a good idea to include a downloadable, printable version of your longer-form content.
Mark: Yes. In fact, we’re going to start doing that with our own long-form content.
Eric: Thanks for these insights, Mark.
Mark: You’re welcome, Eric. I think the main takeaway here is to always be sensitive to how your target audience likes to consume their content and never apply a one size fits all approach.
Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published.
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