Have you considered the emerging opportunities in social media marketing to Chinese consumers lately?
Are you aware of recent changes to Google’s local business review markup rules – changes that could result in a Google slap for the uninformed?
You can get insider information on those stories, as well as summaries of other crucial digital marketing topics, in this issue of the Stukent News You Can Use monthly report.
Invest in yourself.
Key Point: Google Analytics is a powerful tool for digital marketing, but it can also be quite complicated to set up and learn. That’s why Google offers special courses, an online community, and plenty of other resources to help you get going. But for those still struggling to get on board with features like AdWords linking, goal tracking, and ecommerce optimization, Google has taken their already stellar training another step forward by providing free access to a Google Analytics Demo Account.
If you’ve the ambition, Google has the path. Find out more here: Google Analytics Solutions.
Topic: Online Advertising
Key Point: Facebook says they’re no longer allowing ad blocking by third-party tools, and they present some sound reasoning about why that shouldn’t be a problem for users. In this release from the Facebook Newsroom, the social giant says it beefed up the options you have to control the ads you choose to allow, declares that many ad-blocking tools are thinly disguised extortionists, and points out that Facebook accounts are FREE – so the money has to come from somewhere.
No ads, no Facebook.
Ad-blocking providers are furious, many Facebook users are upset, and some get the point no problem. What’s your reaction to the news?
Key Point: Google says websites that use popups covering the main content, display other types of standalone interstitial web pages, or use above-the-fold interstitial-style layouts are going to lose ground in search beginning January 10, 2017.
Does that date signal that we should expect other major adjustments – maybe another algorithm mobile Armageddon? You can expect to hear the buzz building as the day gets closer.
For now, though, the announcement says only that the mobile-friendly label is going away and suggests that sites failing to make their content easily accessible aren’t going to fare well in the new year.
Key Point: Anyone managing a local business website would do well to revisit Google’s guidelines for local business review markups. There are now times when you’re not allowed to use schema at all.
Most significantly, you can no longer bring in reviews from third-party sites (including Google Reviews). You can only include reviews onsite that were produced onsite. For that news, plus a list of other particulars you’ll want to know about, see the Google documentation.
Search Engine Journal published a summary of the changes here: Google Updates Schema Guidelines.
Topics: Online Advertising
Key Point: Twitter says advertisers should expect to get access to the beta release of an upgraded ad management dashboard over the next few months. The new management tool will provide an expanded view of campaigns, ad groups, and ads. Custom filters, custom metrics, and custom data exportation – the announcement about the release sounds plenty exciting.
If you’re too anxious to wait for your Twitter Ads account to provide access, Twitter says to ask your rep about early access.
Topic: Social Media Marketing
Key Point: While you’re setting up plans for your next social media marketing campaign, take a few minutes to review the fundamentals of the art.
From sidestepping controversial opinions to watching those hashtags, StrongSocial does a good job of presenting the obvious tactics we all should know (but sometimes forget) in this article: 13 Fatal Social Media Marketing Mistakes.
Are you posting content without a clear strategy? Paying for fake followers? Not engaging your audience often enough? Revisit the basics and get tips on how to shape up your social media ship. It’s an easy read and well worth the brush-up time.
Topic: Email Marketing
Key Point: We’re not yet finished with summer, but Kristen Dunleavy says it’s prime time to start developing your winter holidays email strategy.
Dunleavy says 40% of shoppers start looking for gifts before Halloween and more than half of brands will have launched their holiday campaigns before the end of October.
But that’s not all. According to Kristen, Black Friday and Cyber Monday aren’t packing as much punch as they used to command.
You need a sound email marketing plan, and there’s no better time than NOW to get it going. Check out the argument and the tips in this article published on the Aweber blog.
Topic: Social Media Marketing
Key Point: The bottom line on Chinese social media is that it’s changing rapidly and it’s multi-faceted. According to Ad Age, “There are not only unique platforms that do not exist anywhere else, but also multiple overlapping platforms and ecosystems that are in constant flux.” Why should you care? There’s a huge potential audience in China, and they’re hungry for new products.
Yes, the Chinese government has a tight grip on internet activity, but social media channels are the most trusted source of information… even under the watchful eye of regulators. With payment possibilities expanding, this may be an opportune time to get the jump on your competitors and develop a strategy to reach Chinese prospects with your products. Find out more here: The State of Chinese Social Media.
Congratulations! You’re all caught up on your digital marketing news and updates for the month! Tweet your excitement!
That’s it for the last 30 days or so. When you find news every digital marketer should hear about, let us know. If we include the story in the next month’s issue, we’ll give you a shout-out for suggesting it. Deal?
Hit us up on Twitter @StukentApp or message us via the Stukent Contact page.
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