5 Key Marketing Updates You Need to Know This Week – November 11th

Since marketing methods are always being updated, you need to be too. 

Stay in the know with these advertising news stories from the past weeks, updated November 11th, 2021.

1. Pay to undo tweets and read ad-free news in the U.S. with Twitter Blue.

Twitter Blue, the social platform’s subscription service, is available in the U.S. and New Zealand on both Android and the web. Users can recall tweets before they are sent and read articles from select companies ad-free.

  • Over 300 US-based sites are part of the program. International sites are expected to participate in the future.
  • Ads will remain on Twitter feeds, even for Twitter Blue subscribers.

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2. What digital marketers need to know about Google Analytics 4.

Google Analytics 4 provides a better representation of user behavior, respects user privacy preferences and lets marketers spend less time collecting and aggregating data. Three technologies make all of this possible:

  • Firebase Analytics uses an event-driven data model to better describe behavior and measure user engagement. Data captured across both websites and native apps share a single format.
  • Google Signals is used to create audiences and recognize users rather than rely on first-party cookies.
  • The global site tag lets marketers make changes in the user interface that changes the code deployed to the company website. To illustrate, a marketer could flip on a feature to track when users play a YouTube video, and the code would be deployed to the site without a change in the tag manager.

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3. Optimize your video on Facebook with these best practices.

Using video on Facebook helps you build and grow your community. You can reach a wider audience and increase retention by following these guidelines:

  • Turn long-form content into 3-minute cuts. You may opt for formats such as recaps, best of or highlight reels. This can engage new viewers and increase retention.
  • Create a 15-second trailer for long-form videos. Include visually appealing imagery, fast-paced clips and a quick introduction for what viewers are about to see. This can engage viewers and increase retention.
  • Reframe 16:9 videos into 4:5. Because most people watch videos on mobile in vertical orientation, 4:5 is the recommended aspect ratio.
  • Include a short description of each video. Be direct, explicit and descriptive. One sentence can increase engagement better than three or more sentences.
  • A/B test each video. Find what resonates with an audience to optimize performance. Uncover trends in viewership to help make informed decisions for future posts.
  • Let viewers know when the next video will be shared. This can increase return viewers and retention. You may want to use Stories to build anticipation, or go live to discuss what viewers can expect. Or, use a countdown after publishing your video and follow up with a Q&A session for your audience.
  • Respond to comments. Show that you want to hear from your audience. More comments can lead to greater distribution and a bigger community.
  • Reshare your videos 2 hours after they are published. This can increase retention and views.
  • Include captions with each video. Captions make videos more accessible and grab viewers’ attention when the sound is off. Include captions in trailers as well.
  • Use a sophisticated call to action. Rather than encourage viewers to Like, Comment and Share your videos, ask them open-ended questions. Learn more about their likes and dislikes. Respond to the comments to keep the conversations going.

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4. A beginner’s guide to SEO for e-commerce.

Consistently getting free, high-quality traffic to your e-commerce website can increase your number of conversions. This is why you need to know about keyword research, site structure and organization, and on-page search engine optimization (SEO).

When a user searches for a topic through Google, they’re taken to a search engine results page (SERP). This has 10 organic results along with paid ads and Google Shopping ads. You want your product pages to appear among the 10 organic search results. The farther from page one you rank, the less traffic you’ll generate.

Here are three steps to use SEO to rank as high as possible on SERPs.

Step 1: Keyword research
Identify the high-value search items your customers may use. You likely want to rank for both informational keywords, which contain the details that buyers are looking for, and commercial keywords, which show buying intent.

Use Google Suggest and Amazon: The Google search autocomplete feature is a great source for keyword ideas. When you begin typing a search query, Google suggests relevant queries. Amazon has a similar process as well. You can search for a keyword that is relevant to one of your products, then get
potential keywords and price categories to add to your website.

Pay attention to long-tail keywords, typically three to four words long. The longer the keyword, the more specific it is. This tends to mean lower competition and a higher conversion rate.

Narrow your list of keywords. Use volume, competition, relevance and intent to choose your keywords.

  • Volume: The greater the search volume, the more traffic may go to your site. Free tools like Google Keyword Planner can help determine this.
  • Competition: The lower the competition, the more likely your site will rank for the keyword. Look for keywords with high volume, low competition and high intent.
  • Relevance: Choose keywords that are highly relevant to your product page or category page.
  • Intent: Target keywords that show commercial intent. For example, “ball gown wedding dresses.”

Step 2: Site structure
How your site pages are organized and structured affects your search engine rankings and user experience. You want to make it as easy as possible for search engines and visitors to find items in your store.

  • Make sure your site structure is simple and easy to scale as your store grows.
  • Ensure each page is as few clicks as possible from your homepage. Most of your link authority is on your homepage. As a result, the more clicks away from your homepage a product page gets, the less authority it has. This can result in fewer conversions.

Step 3: On-page SEO
The two pages with the highest value are your product category pages and product pages. In addition to Shopify’s built-in SEO features, you want to create some optimization of your own.

  • Edit the title tags, meta descriptions, alt text for images, and file names to include your keywords.
  • Include modifiers such as Deals, X% Off, Free Shipping or Wide Selection in your long-tail keywords and meta descriptions. This can increase your click-through rate and ranking in SERPs.

Customize your URLs. Each URL for your blog posts, webpages, products and collections should be 50 to 60 characters, be easy to read and interpret, and include your main keyword.

Enhance your product descriptions. Search engines use the content on your page to determine which keywords to rank your page for and how high each page should rank for each keyword. Be sure to list a unique description with significant detail for each product to improve the ranking of your product page. Include relevant keywords on each page to help search engines understand what your product is as well.

Use latent semantic indexing (LSI) keywords. LSI keywords are closely related to your main keyword. You can use Google Keyword Planner or search Amazon for your main keyword, then find secondary keywords that show up. These are strong selling factors and tend to be common elements of search terms. Choose which of the LSI keywords you want to include on your website.

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5. Clubhouse rolls out Replay to let users record and share live rooms.

Clubhouse hosts and moderators can use Replay to record a public audio room and save it to a club or user profile for people to listen to later. Because Replays are downloadable, anyone hosting a room also can share it as a podcast, a YouTube clip, an Instagram story or a TikTok video.

  • Replay supports pinned links, where moderators can include a relevant link at the top of a room.
  • Listeners of a recorded room can skip to the next speaker, listen to it at 1.5 or 2x speed, pause or make 30-second clips of the recording.
  • Creators can see who’s listening to a room’s Replay after the live room ends and connect with them.
  • Replays show up in Clubhouse’s search and other discovery features.
  • Hosts soon will receive a total room count for more useful analytics on how many cumulative people listened in a given room.

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Need a hand?

At Operam, we look at your marketing as a whole rather than in isolated silos. As a result, we optimize the value you realize from every step of the customer journey, no matter how many channels it entails. Contact Operam today to learn how we can help you reach your marketing goals.