Zest.is Tutorial – Digital Marketing Content Discovery Tool

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Tutorial – Free Canva Design Features You May Not Be Using Yet

You can find the blog post here: 10 Free Canva Design Features You May Not Be Using Yet

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The Many Possible Reasons Why Your AdWords Campaigns Might Fail Without You Knowing

AdWords campaign

Are you looking to find some of the reasons why your AdWords (SEM) campaigns do not perform as well as you expect them to? Take a look at some of the reasons listed below and see what you can improve right now for better results.

You are not using all free functionalities AdWords offers. See device adjustments, demographic targeting, ad extensions or the more recent message extensions. Not all features are the right ones for your business, but it is up to you or your PPC manager to handle the testing and find the optimal solutions for the perfect ad structure for you.

Accidental clicks. People might click on your SERP ad simply by accident. This is something you can’t really avoid as people could be looking for what you are advertising but would rather not click on the ad. This is also an issue when your paid ad appears right above your very own organic link. You can only expect a user to know that you pay for every click and decide to go with the organic link instead.

Annoying ads. This is the case of remarketing as people are used to seeing your ad everywhere and coming across the ad once again on the search results page won’t make them trust you more. To solve this, limit the number of times your ad will show to a person who is involved in your remarketing process and test user reaction and interaction. Another mistake is retargeting someone who has already bought your product or used your services. Suppose the user who sees your ad for an online game you want to advertise is already playing the game on a regular basis. He/She may use the advertisement just to get back to the game. This does not generate any profit to you. The only way for you to save some of your clicks is by creating ads for advanced game/product features that are not being used by all players yet. Be aware that Internet users don’t trust most ads and people are still afraid to shop online.

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Creative Instagram Posts for Any Phone and Budget – Alexandra M. Coţe

Instagram posts

Here are a few types of photos you can take with any kind of phone regardless of its camera’s quality. This is my attempt to prove that you do not need photography experience or expensive resources for good content.

Note: Most of the photos below were taken using a 5-megapixel camera with almost no prior planning. Don’t mind the hashtags.

Desaturated photos

Desaturated pictures are a quick solution to camera-phone photos that appear to be too bright or flashy. Use the #saturation option for better control of the colors in your photography.

Fading colours

A post shared by Alexandra Cote (@ale_haru11) on

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10 Useful and Free Digital Marketing Courses

digital marketing courses

Below is a list of 10 free certificate courses which will help you develop your digital marketing career whether you are a beginner or not.

Note: these online courses are available in most countries and information must be applied according to each national legislation.

1. Google AdWords

Required of any marketing manager who is in charge of PPC and search engine marketing. The certification can be obtained after you pass at least 2 exams: the mandatory AdWords Fundamentals exam and any of the following more specific exams: Search Advertising, Display Advertising, Mobile Advertising, Video Advertising, or Shopping Advertising. All the required learning materials can be found in Google’s Learning Center or on the AdWords Help Center website. Accessible to all Google Partners. Becoming a Google Partner is free and it brings you a series of benefits such as access to exclusive training, marketing news, offers, etc.

2. Google Analytics

Valid for 18 months, it is only mandatory that you pass one exam, but you have various stages that you have to go through in order to successfully obtain the certificate and the necessary web analytics knowledge: Google Analytics for Beginners, Advanced Google Analytics, E-commerce Analytics, and Google Tag Manager Fundamentals. Like for the AdWords certification, you need to be part of the Google Partners community. All of your Google certifications will be shown on your Google Partners profile page.

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The Real Importance of Article Length

The Real Importance of Article Length

The truth is the whole buzz regarding long-form blog content writing instead of short posts is irrelevant in most cases. Yes, longer blog posts do bring more web traffic because they use more keywords and phrases that are relevant to the users’ searches. However, the catch is that this does not guarantee that a possible lead will stay to read or at least skim through the article. After the first few hundred words you have a higher chance of losing the attention of readers. If you are looking for conversions rather than creating brand awareness or viral content, it is perhaps better to opt for a shorter and easier to read type of content. Seth Godin’s blog is a perfect example of the hype you can create with shorter and more time-efficient content that is oriented toward speaking to the human public and not just bringing robot traffic. Twitter is another perfect example of an attempt to keep information quick and easy to reach in a fast-paced world. You get all the information you need in just 140 characters and you can always turn back to full news coverages for longer and more detailed stories to read.

It is quite paradoxical how marketers promote the KISS principle and long-length content writing at the same time. Conclusion: adapt the length of your posts to your key goals for better, faster, and cheaper results. Meanwhile, you can still bring those Google web crawlers to your posts if you value the importance of each word you write and you focus on setting a well-defined goal for each word you add to the sentence. In fact, what matters the most is how your promote your blog article after publishing it.

I also chose to keep this post short and simple. You might not have time to read the entire article.

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Is Instagram losing its value among non-business users?

Instagram may well be on the way to losing its value and credibility as companies (namely new businesses) have been using it to force promotion directly to the common users who use Instagram strictly for personal purposes. This is seen as a form of invasive marketing as they are using what could be regarded as interruption marketing. Users are usually looking for authentic followers and likes. Having a follower that stays with you throughout your Instagram journey because they like the content you share is much more valuable than getting a follow from a company that will unfollow you as soon as they realize that you show no interest in them or, worse, after you have followed them. While it is recommended that you interact with prospects who may be interested in your products or services, liking, commenting, or following a person with no interest whatsoever in what you offer is useless. What’s worse than these? Private messages. Instagram is not the place for cold calling. Nobody wants to talk to a questionable account that allegedly belongs to a company. In reality, unless you provide the needed credentials, the average user will find it difficult, if not impossible, to tell whether your business is real or not. If you are a small restaurant from New York and you start liking ten photos from a French user’s Instagram feed, don’t expect him/her to show up the next day anywhere near your area. The same goes to shady clothing shops that don’t provide a link to their website. You can’t go around liking hundreds of pictures hoping to get more followers, likes, comments, and thus free promotion. You will get the followers you wanted, but the rise of your exposure to the general public can’t guarantee your conversions. Truth is that paid media/marketing are gaining momentum and it has become almost impossible for you as a business that uses solely free promotional methods to compete with the PPC attempts of others. A reputable company will use Instagram’s paid advertising service.

 

Sponsored Instagram post

Sponsored post example

In this way, your posts gain exposure to a number of users who will decide whether they are interested or not in what you sell. By following you, users agree to give you the permission to keep marketing to them because they truly like what you sell, they want your posts in their feed, and most importantly, they aren’t pressured to do any of this because you have persistently interacted with them before. As a result, you gain trust, leads, and even possible brand evangelists that are willing to promote your brand without you asking for this. Keep your likes for lead nurturing. Use inbound marketing techniques or PPC for lead generation and then delight your leads with the good old fashioned likes, follows, and appreciation comments.

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30 Things You Can Learn From Seth Godin’s “Small Is the New Big” Book [Marketing Book Review]

Why small companies? Because that is where the employees are the ones who make the decisions. Compared to Seth Godin’s book “Permission Marketing”, “Small Is the New Big” gives more insights into the author’s own business experience than digital marketing advice. Seth proves himself to be very daring in choosing certain companies as examples to criticize for their poor marketing attempts. As Seth himself warns, do not read the entire book at once. It’s full of information, and you need to find relevant examples of what Seth shares in your own experience with marketing as you’re reading the book. Here are 30 useful things you may want to remember after reading “Small Is the New Big”:

1.  Implement change when nothing else works and to refresh your marketing approach. The people you work with and your clients might find it difficult to accept change or to adapt to it. However, you can choose to target the segment that actually wants to change something.
2. Asking for a name instead of a username reduces your chances of getting users and leads to reveal anything else about themselves. Anonymity creates more discussions and buzz. This is not always good. Online auctions are fraudulent, spam is a daily business, while false information travels across the Internet all the time. Unverified and erroneous advice can be harmful to users who act based solely on what they read on forums and group chats.

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What You Can Still Learn From Seth Godin’s “Permission Marketing” Book [Marketing Book Review]

permissionmarketing

Seth Godin’s book revolves around the idea that, in today’s fast living society, the only way you can fully get someone’s attention is by asking them to allow you to market your product. As the father of permission marketing, he became an innovator of seller-client relationships while starting a new trend in the way of seeing and doing marketing. Overall, Seth Godin remains one of the most influential marketers not only because of his expertise in the field but also because of his ability to find and share the best case studies for every aspect there is regarding marketing. Although the book was written in 1999, its ideas and the concept of permission-based marketing have yet to be fully implemented in daily marketing tactics. Here are some of the marketing facts we can still learn from today:

  1. Nobody cares about traditional marketing anymore. We are too busy to even notice online banner ads or other marketing and advertising materials. Marketing more frequently, although boring, is the solution. Repeating advertisements can bring more leads and higher conversion rates. Still, you won’t be able to remember more than 10% of them.
  2. New products and services are always difficult to launch since people are used to the existing ones. Don’t expect results from a business that centers itself around a product or service that exists already on the market. Innovation is now the key to success.
  3. The reason you sees commercials on YouTube and even on websites is that marketers are adapting to the population segment that doesn’t watch TV anymore. This is the marketing world’s response to a generation that refuses to turn on the TV. What you can see while watching television is now on the Internet as well.
  4. People are actually interested in what you promote through permission marketing. It’s relevant to them, it’s more personal, and they are actively looking for that promotional material.
  5. Marketing is like a relationship. You have to get to know the person first. Analyze people before they become your customers in order to learn their demands.
  6. Always diversify your marketing methods.
  7. Interruption marketing is not dead yet.
  8. Having more clients doesn’t always mean a bigger profit.
  9. Advertise new products to your old clients.
  10. Focus on converting leads into clients, not on getting more leads. One hundred leads and fifty clients are better than two hundred leads and twenty clients.
  11. Present before selling.
  12. Gaining trust is difficult but essential.
  13. Banner ads have the potential to be fully customizable to an individual’s needs and interests in the future.
  14. Don’t trust that one piece of good content is enough to keep bringing new customers. Always update your website’s content!
  15. Experiment and test before it’s too late.
  16. Always offer rewards and incentives if you want to gain profit.

Overall book grade: 8/10

Read more of Seth Godin’s ideas on his Typepad blog (he is one of the few bloggers who don’t need visuals to create viral content) or check out some of his other books.

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42 Useful Digital and Social Media Marketing Quotes

Are you in need of some inspirational digital and social media marketing tips and suggestions?

Of course you are! Here are some of the best quotes for your upcoming marketing strategy:

(This post is also available as a SlideShare presentation)

1. If you can’t measure it, you can’t manage it. — Peter Drucker

2. People ignore design that ignores people. — Frank Chimero

3. To accompany the four Ps of classical marketing, marketers would do well to instil the digital four Cs, around conversation, collaboration, culture and compensation. — Zaid Al-Zaidy

4. It’s almost impossible to make a name for yourself on the internet unless you do something scandalous. — Tom Wolfe

5. The success of a page should be measured by one criteria: Does the visitor do what you want them to do? — Aaron Wall

6. Your customers are not you. They don’t look like you, they don’t think like you, they don’t do the things that you do and they don’t have your expectations or assumptions. If they did, they wouldn’t be your customers; they’d be your competitors. — Mike Kuniavsky

7. Social Media is about sociology and psychology more than technology. — Brian Solis

8. Think like a publisher, not a marketer. — David Meerman Scot

9. Customer service and research should be the departments that first adopt Twitter in an organisation. Every brand should be listening when its customers talk, and every brand should be proactively engaged in resolving customer problems wherever they find them, and there are many to be found on Twitter. — Faris Yakob

10. Think twice before using simple Flash. Make sure your animation communicates rather than annoys. — Leah Spalding

11. Website reviews can help build retailer image / reputation and customer loyalty. Done properly, this strategy could result in higher profits. — Susanne Goller

12.The key ingredient to a better content experience is relevance. — Jason Miller

13. The number of clicks on display ads is not an accurate predictor of the effectiveness of online display ads. — Gian Fulgoni

14. Don’t be boring… think about your first brand impression: how can you make it awesomer? — Scott Edwards

15. SEO is not something you do anymore. It’s what happens when you do everything else right. — Chad Pollitt

16. Supporting customers through multiple channels is no longer an option for financial services organizations; it’s a necessity. — Sonny Singh

17. Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There’s no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way. — Mike Moran

18. Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time. — Ann Handley

19. Doing well with blogging is not about writing one key post, it is about performing day- after-day and helping a few people at a time. — Aaron Wall

20. Clients don’t care about the labor pains; they want to see the baby. — Tim Williams

21. Not viewing your email marketing as content is a mistake. — Chris Baggott

22. Keep it short. No one reads more than the first paragraph. You have 10 seconds, make it count. — Eric Miller

23. Start with empathy. Continue with utility. Improve with analysis. Optimize with love. — Jonathon Colman

24. Don’t be afraid to get creative and experiment with your marketing. — Mike Volpe

25. Always provide value. Value builds trust. Once you have that trust, you have the ability to do some selling. — Mike Volpe

26. Be interesting. Tell the truth. And if you can’t tell the truth, change what you’re doing so you can. In other words, live the truth. — Jonah Sachs

27. Content is fire; social media is gasoline. — Jay Baer

28. You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free. — David Meerman Scott

29. Marketing is no longer about the stuff that you make, but about the stories you tell. —Seth Godin

30. Search is an integral part of truly integrated marketing campaigns that ties offline and online elements together, pushing consumers to engage with static media, or giving them the option of responding to offers or ideas promoted by them. — Joe Mandese

31. An invitation to participate online is unlikely to provoke a negative perception of the brand involved, even if the respondent does not wish to participate. — Julian Smith

32. Content builds relationships. Relationships are built on trust. Trust drives revenue. — Andrew Davis

33. By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle. — Jonathon Lister

34. LinkedIn is a channel to increase, not a tool to replace, your networking efforts, and it is an excellent vehicle to facilitate some facets of your marketing and business strategies. — Viveka von Rosen

35. Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client. — David Ogilvy

36. Many advertisers are yet to be assured that online advertising can have an impact on branding, to positively shift attitudes and perceptions. To convince them, you need proof. — Christina Goodman

37.Build relationships, not links. — Scott Wyden Kivowitz

38. Focus on one content type (is it textual, video, audio, in-person), one platform (my blog/website, iTunes, YouTube, etc.), and consistently deliver relevant content to a specific audience, over time. That’s it. In the beginning I became so distracted about trying a little bit of everything that I wasn’t great at anything. — Joe Pulizzi

39. Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again. — Amrita Sahasrabudhe

40. Transparency may be the most disruptive and far-reaching innovation to come out of social media. — Paul Gillin

41. Don’t say anything online that you wouldn’t want plastered on a billboard with your face (or logo) on it. — Erin Bury

42. Understanding how to behave in social media is easy: be nice or leave. — Faris Yakob

Back to you now. Share some of the quotes you found most useful below.

Originally posted on LinkedIn.

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