Monthly Archives: August 2019
This is a marketing strategy that may change everything you know about content marketing and SEO.
The customer feedback loop is an effective way to improve your offerings to your customers and modify what they get based on their feedback. It’s a business strategy that has been in existence for quite some time, but here, it’s refined towards content marketing and SEO.
Surely, there are ways you can make use of one of the most effective business and marketing strategy in human existence. And it’ll improve your content marketing and SEO efforts and help grow your brand. I’ll be taking a deeper look into the feedback loop, how it works in marketing and how you can apply this to your content marketing and SEO efforts.
What is a marketing feedback loop?
Firstly, let’s try to understand what marketing feedback loop is and how it works in the traditional marketing world. Done correctly, and with a well documented and measured process, the marketing feedback loop can improve your content marketing and SEO results.
According to HubSpot author, Caroline Forsey,
“A feedback loop is a process in which the outputs of a system are circled back and used as inputs. .. this refers to the process of using customer or employee feedback to create a better product or workplace.”
Marketers will understand that there are gems to be found in the feedback their businesses and products receive online. Both the positive and negative feedback you get, if utilized properly, can significantly transform how customers perceive and interact with your brand.
A marketing feedback loop is created when a business utilizes the responses they attract from a campaign effort or a product on the social web, and this can be later utilized in their marketing efforts. This may also include feedbacks from surveys and research campaigns.
Here, we’ll look at how it can be utilized to improve content marketing and SEO efforts.
How to create opportunities marketing feedback loop
Identifying opportunities for marketing feedback loop is just as important as how to make it work for you. Customers will take to social media to raise concerns or praises about your products and services where potential customers are actively participating in discussions that will determine whether or not to choose you over the competition.
Naturally, you’ll incorporate praises about your services into your testimonial campaigns to promote your business. These content are easily seen. Negative feedback, on the other hand, is where the treasure lies. And you will almost always miss them.
Below, let’s take a look at ways to identify marketing feedback loop and ultimately how you use it to improve your content marketing and SEO efforts.
- Necessary tools: The first step to identifying opportunities for feedback loop is to actively monitor mentions about your brand on the web. This includes social media, blogs, and forums. In this case, the right tools, and people are what you need. Some tools to employ may include Mention, Radian6 and setting up Google Alerts for known names/keywords (or phrases) your brand is associated with.
- Surveys: What’s better than the opportunity to secure valuable feedback? One that is solicited. Implementing surveys can help you to elicit feedback from your users right before they share it themselves. This will give room for you to identify potential issues and address them before they become problems.
- The right person/team: Is someone on your team who determines how customers’ feedback should be responded to and what department gets to see and utilize it. This individual is responsible for its proper documentation as well. Naturally, they should be working very closely with the marketing department.
- Interpreting constructive and negative customer feedback: Most times, when emotions run high with customers, constructive criticisms may come off as negative feedback. This may be perceived as an attack on your brand if care is not taken to analyze the issue — leaving you with a missed opportunity to improve on both SEO and content efforts. Instead of making a blanket judgment on the surface and writing of the complainant as a troll, look closely to identify what others may agree within their feedback. There, you’ll find your next content fodder and SEO hack.
How significant are feedback loops to content marketing and SEO?
Customers’ feedback can be looped into the whole brand experience output, which includes user experience(UX), answering the right questions on your website (enabling for richer content experience and broadens keyword opportunities).
Getting content marketing and SEO benefits from implementing feedback loop in your marketing would be a successful effort if done the right way. The following procedures will not only ensure you’re creating a better experience for your users but also gaining SEO advantage in the process.
Using a feedback loop to improve SEO – UX improvements
The most significant drawback to most businesses’ web presence is the user experience, and Google — growing ever-smarter with its constant algorithmic updates — is now effective at scoring a website’s rankings based on overall UX score. The best way for businesses to know how their UX measures up is through direct feedback from those using it. Here, customer feedback can be looped to the design team who can improve upon the website feel and accessibility. The result is a website with better UX and improved search rankings.
A feedback loop can prevent worthless content efforts
Say your content marketing team have been working tirelessly, analyzing trends and interviewing industry experts just to improve visibility and rankings. But the result is slow or abysmal. Here, the marketing team should be tasked to score through the complaints that have been left by your customers and come up with problem-solving content to line up your content calendar. This will not only directly address your users concerns but will help you see improved content marketing efforts.
Where have feedback loops improved SEO efforts?
In 2018, I and my partner at Effective Inbound Marketing, Ayodeji Onibalusi conducted a survey asking people to go visit our website and give feedback about what should be improved on. Majority of the responders wanted us to improve navigation and some others wanted us to produce more marketing content on the blog.
We incorporated the feedback loop by upgrading our content output and introduced breadcrumbs that’ll show the users how they navigated our website. These improvements saw our Alexa ranking move from 850,000 in December of 2018 to 272,000 as of today (August 2019) and our navigation improvement saw our users spend more time on site, dropping bounce rate by 50% and also increasing the number of pages visited per user. This has trickled down to our rankings, with terms like “Amazon” and “Russian Marketing” now driving users to our website.
Three takeaways from this
- The smallest feedback loop implemented can have a significant impact on SEO
- When implementing feedback loops, consider users satisfaction first
- A feedback loop can be equally effective if solicited from users
The right way to use a marketing feedback loop to improve SEO
Getting marketing feedback loop right shouldn’t be tricky if you follow best practices. The core purpose of a marketing feedback loop is to use constructive complaints from your customers to improve your content marketing and SEO efforts. This can be accomplished by identifying their pain-points and incorporating this into your content and SEO campaigns.
Successful marketing feedback loop must follow these rules to positively have an impact on content marketing and SEO.
Customers feedback should be looped to the right department as quickly as possible. Ideally, the customer should already get a response within the first hour, on the same channel. If it’s worth incorporating into a content, your content marketing team should already have a well-thought-out long-form content that addresses critical factors and answers questions such as:
– Was the complaint legitimate?
– Would other customers face this same issue?
– Was there a solution in place before?
– How did the company help the customer resolve the complaint?
– What did the company do prevent future customers from experiencing the same?
The medium of feedback should remain the same
Marketers should not make the mistake of addressing issues on different channels from where feedback originated from. Instead of providing a solution to a problem, this may escalate situations as the customer may assume you’re being defensive and trying to manipulate the situation.
If complaints are generated on social media, the complaints should be acknowledged on the same medium. Then support can take it up from there either through DMs or tickets. After which marketing feedback loop should be implemented once there is satisfaction, and then a campaign can be created out of it.
Must address concerns generated through implemented changes
For example, if users complain about the inability to access your products due to lack of breadcrumbs and poor navigation features — like the absence of a search tool, a short term solution may be to point them to categories or help them identify tags. But going further to introduce the features that’ll create a better experience would serve a longer-term purpose.
Changes implemented may be the focus of marketing feedback loop campaign
If the above approach is implemented, then a content marketing campaign around the customer’s feedback and the success achieved would be a welcome step. This would not only help attract more users through content marketing but would also show your brand as a listening one.
Getting content marketing and SEO right is critical to the success of your business if you’re competing online. Then the goal is to discover strategies that’ll keep your efforts successful and help you serve your users better. Marketing feedback loop helps you get this done.
Have you tried using a marketing feedback loop to optimize your SEO efforts? What results did you get?
Femi Haastrup is Founder and CEO of Femtrup LLC. He can be found on Twitter @Femihaastrup.
The post Four ways to use marketing feedback loop to optimize SEO efforts appeared first on Search Engine Watch.
If you think about the traditional hotel business, there hasn’t been a ton of innovation. You mostly still stand in a line to check in, and sometimes even to check out. You let the staff know about your desire for privacy with a sign on the door. Mews believes it’s time to rethink how hotels work in a more modern digital context, especially on the administrative side, and today it announced a $ 33 million Series B led by Battery Ventures.
When Mews founder Richard Valtr started his own hotel in Prague in 2012, he wanted to change how hotels have operated traditionally. “I really wanted to change the way that hotel systems are built to make sure that it’s more about the experience that the guest is actually having, rather than facilitating the kind of processes that hotels have built over the last hundred years,” Valtr told TechCrunch.
He said most of the innovation in this space has been in the B2C area, using Airbnb as a prime example. He wants to bring that kind of change to the way hotels operate. “That’s essentially what Mews is trying to do. [We want to shift the focus to] the fundamental things about why we love to travel and why people actually love to stay in hotels, experience hotels, and be cared for by professional staff. We are trying to do that in a way that that actually delivers a really meaningful experience and personalized experience to that one particular customer,” he explained.
For starters, Mews is a cloud-based system that automates a lot of the manual tasks, like room assignments that hotel staff at many hotels often still have to handle as part of their jobs. Valtr believes by freeing the staff from these kinds of tedious activities, it enables them to concentrate more on the guests.
It also offers ways for guests and hotels to customize their stays to get the best experience possible. Valtr says this approach brings a new level of flexibility that allows hotels to create new revenue opportunities, while letting guests choose the kind of stay they want.
From a guest perspective, they could by-pass the check-in process altogether, sharing all of their registration details ahead of time and getting a pass code sent to their phone to get into the room. The system integrates with third-party hotel booking sites like Booking.com and Expedia, as well as other services, through its open hospitality API, which offers lots of opportunities for properties to partner with local businesses.
The company is currently operating at 1,000 properties across 47 countries, but it lacks a presence in the U.S. and wants to use this round to open an office in NYC and expand into this market. “We really want to attack the U.S. market because that’s essentially where most of the decision makers for all of the major chains are. And we’re not going to change the industry if we don’t actually change the thinking of the biggest brands,” Valtr said.
Today, the company has 270 employees spread across 10 offices around the world. Headquarters are in Prague and London, but the company is in the process of opening that NYC office, and the number of employees will expand when that happens.
Don’t get me wrong, Google Grants is an amazing “in-kind” gift for those qualified 501(c)(3) Nonprofits (especially for those who are utilizing it efficiently). However, times have changed since it’s inception in 2003 and considering the multi-device environment that we live in, Google should consider adapting their Mobile Network as a viable option for Google Grantees. Maybe call it (GrantsMobile)?
In this post, I will discuss the reasons why Google should revamp their Grants program to be more mobile app friendly.
Nonprofits have been “Going Mobile” for a while
The idea that Nonprofits have become “less savvy” as compared to “For-Profit” organizations is simply not true. Even though nonprofits may not have the big advertising budgets as do for-profit companies, they are savvy enough to “fish where the fish are” in trying to increase awareness, volunteerism and most importantly fundraising. In a Capterra Nonprofit Technology Blog article published back in 2014 entitled “The Essential Guide to Going Mobile for Nonprofits“, author Leah Readings talks about the importance for Nonprofits to be more mobile because it creates a wider range of communication between the organization and its members. Readings also states “Allowing for online donation pages or portals, or donation apps, makes it much easier for your members to donate—when all they have to do is click a few buttons in order to make a donation, giving becomes easier, and in turn will encourage more people to give.“
Need more convincing? In a 2013 article from InternetRetailer.com entitled “Mobile donations triple in 2012” (which was also mentioned in the Capterra article) the author goes on to quote from a fundraising technology and services provider Frontstream (formerly Artez Interactive) which states “nonprofits that offer mobile web sites, apps or both for taking donations generate up to 123% more individual donations per campaign than organizations that don’t.“
Why Google Mobile is Ripe for Nonprofits:
If you have ever done any mobile advertising within Google Adwords (formerly AdMob), you know that the system is pretty robust and is considered one of the best platforms to promote Apps on both Google Play and the iTunes store. Moreover, advertisers can easily track engagements and downloads back to their specific audience that they are targeting. The costs are also much more affordable than traditional $ 1-2 CPC offered to Google Grants accounts which can only run on Google.com.
Here are the Mobile App Promotion Campaigns by Google Adwords:
Universal App Campaigns:
AdWords create ads for your Android app in a variety of auto-generated formats to show across the Search, Display and YouTube Networks.
- Ads are generated for you based on creative text you enter, as well as your app details in the Play Store (e.g. your icon and images). These ads can appear on all available networks
- Add an optional YouTube video link for your ads to show on YouTube as well.
Mobile app installs
Increase app downloads with ads sending people directly to app stores to download your app.
- Available for Search Network, Display Network, and YouTube
- Ad formats include standard, image and video app install ads
Mobile app engagement
Re-engage your existing users with ads that deep link to specific screens within your mobile app. Mobile app engagement campaigns are a great choice if you’re focused on finding folks interested in your app content, getting people who have installed your app to try your app again, or to open your app and take a specific action. These types of ads allow flexibility for counting conversions, bidding and targeting.
- Available for Search Network and Display Network campaigns
- Ad formats include standard and image app engagement ads
A lot has changed since 2003 with the birth of Google Grants and Google needs to continue to be socially responsible and catch up to their own standards of the online world that they helped create. Nonprofits are now, more than ever, relying on the internet to drive awareness, volunteerism and fundraising. For Nonprofits, as well as everyone else for that matter, are getting their information from Facebook, Twitter, TV, Radio and (still Google) using laptops, tablets and mobile devices and it’s time for Google Grants to adapt to this new world.
Skype is best known for being a video calling app and, to some extent, that’s because its messaging feature set has been a bit underdeveloped. Today, the company is working to change that image with a series of improvements to Skype’s chatting features aimed at further differentiating it from rival apps.
One of the most useful of the new features is support for Message Drafts.
Similar to email, any message you type up in Skype but don’t yet send is saved within the conversation with a “draft” tag attached. That way you can return to the message to finish it and send it later.
It’s a feature that would be great to see other messaging clients adopt, as well, given how much of modern business and personal communication takes place outside of email.
People have wanted the ability to draft and schedule iMessage texts for years — so much so that clever developers invented app-based workarounds to meet consumers’ needs. Some people even type up their texts in Notepad, waiting for the right time to send them.
In another email-inspired addition, Skype is also introducing the ability to bookmark important messages. To access this option, you just have to long-press a message (on mobile) or right-click (on desktop), then tap or click “Add Bookmark.” This will add the message to your Bookmarks screen for easy retrieval.
You’ll also now be able to preview photos, videos and files before you send them through messages — a worthwhile improvement, but one that’s more about playing catch-up to other communication apps than being particularly innovative.
And if you’re sharing a bunch of photos or videos all at once, Skype will now organize them neatly. Instead of overwhelming recipients with a large set of photos, the photos are grouped in a way that’s more common to what you’d see on social media. That is, only a few are displayed while the rest hide behind a “+” button you have to click in order to see more.
Unrelated to the messaging improvements, Skype also rolled out split window support for all versions of Windows, Mac and Linux. (Windows 10 support was already available.)
As one of the older messaging apps still in use, Skype is no longer the largest or most popular, claiming only 300 million monthly active users compared to WhatsApp’s 1.5 billion, for example.
However, it’s good to see its team getting back to solving real consumer pain points rather than trying to clone Snapchat as it mistakenly tried to do not too long ago. (Thankfully, those changes were rolled back.) What Skype’s remaining users appreciate is the app’s ease-of-use and its productivity focus, and these changes are focused on that direction.
Outside of the expanded access to split view, noted above, all the other new features are rolling out across all Skype platforms, the company says.
Google Analytics has released a new feature that will let you filter out known spiders and bots. Here are few things to keep in mind
- The data will only filter spiders and bots from the day you enable this setting. It won’t be allied to the data already processed.
- Since this will filter out bots, you might notice a drop in your visits, page views etc.
Here are the steps to filter out Spiders and Bots
- Go to the Admin section of your Google Analytics report
- Click “View” section and choose the right report view
- Click on “ View Settings” (see image 1 below)
- Check the box under “Bot Filtering” which says “Exclude all hits from known bots and spiders” (see image 2 below)
- Click “Save” button at bottom and you are done.
Marc Benioff will discuss building a socially responsible and successful startup at TechCrunch Disrupt
Salesforce chairman, co-founder and CEO Marc Benioff took a lot of big chances when he launched the company 20 years ago. For starters, his was one of the earliest enterprise SaaS companies, but he wasn’t just developing a company on top of a new platform, he was building one from scratch with social responsibility built-in.
Fast-forward 20 years and that company is wildly successful. In its most recent earnings report, it announced a $ 4 billion quarter, putting it on a $ 16 billion run rate, and making it by far the most successful SaaS company ever.
But at the heart of the company’s DNA is a charitable streak, and it’s not something they bolted on after getting successful. Even before the company had a working product, in the earliest planning documents, Salesforce wanted to be a different kind of company. Early on, it designed the 1-1-1 philanthropic model that set aside 1% of Salesforce’s equity, and 1% of its product and 1% of its employees’ time to the community. As the company has grown, that model has serious financial teeth now, and other startups over the years have also adopted the same approach using Salesforce as a model.
In our coverage of Dreamforce, the company’s enormous annual customer conference, in 2016, Benioff outlined his personal philosophy around giving back:
You are at work, and you have great leadership skills. You can isolate yourselves and say I’m going to put those skills to use in a box at work, or you can say I’m going to have an integrated life. The way I look at the world, I’m going to put those skills to work to make the world a better place.
This year Benioff is coming to TechCrunch Disrupt in San Francisco to discuss with TechCrunch editors how to build a highly successful business, while giving back to the community and the society your business is part of. In fact, he has a book coming out in mid-October called Trailblazer: The Power of Business as the Greatest Platform for Change, in which he writes about how businesses can be a positive social force.
Benioff has received numerous awards over the years for his entrepreneurial and charitable spirit, including Innovator of the Decade from Forbes, one of the World’s 25 Greatest Leaders from Fortune, one of the 10 Best-Performing CEOs from Harvard Business Review, GLAAD, the Billie Jean King Leadership Initiative for his work on equality and the Variety Magazine EmPOWerment Award.
It’s worth noting that in 2018, a group of 618 Salesforce employees presented Benioff with a petition protesting the company’s contract with the Customs and Border Patrol (CBP). Benioff in public comments stated that the tools were being used in recruitment and management, and not helping to separate families at the border. While Salesforce did not cancel the contract, at the time, co-CEO Keith Block stated that the company would donate $ 1 million to organizations helping separated families, as well as match any internal employee contributions through its charitable arm, Salesforce.org.
Disrupt SF runs October 2 to October 4 at the Moscone Center in the heart of San Francisco. Tickets are available here.
Did you know Extra Crunch annual members get 20% off all TechCrunch event tickets? Head over here to get your annual pass, and then email firstname.lastname@example.org to get your 20% discount. Please note that it can take up to 24 hours to issue the discount code.
This one paradoxical photo captures the essence of unmet fried-food desires.
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- Missing Tags – This is the most common error of wrong data. This generally happens when new pages are added or the exiting pages are redesigned/recoded and the developer forgets to include the tags. Make sure all of your pages are tagged with Google Analytics code. You can use a tool like GAChecker, to verify if the Google Analytics tags are missing on any pages of your site.
- Mistagged Pages – Incorrect implementation or double tagging leads to wrong data in Google Analytics. Double tagging results in increased page views and a low bounce rate. If you bounce rate is lower than 20% then that’s the first thing you should check.
- Incorrect Filters – Wrong Filters can mess up the data and distort the view. Always create an unfiltered view so that you have correct data to fall back on.
- Sampling – Sampling happens on highly trafficked site. Sampling in Google Analytics is the practice of selecting a subset of data from your traffic and reporting on the trends available in that sample set. For most purposes, this might not be a non-issue however it can be of concern in eCommerce sites where sampling can (will) result in wrong sales figures. You can get more information about GA sampling on “How Sampling Works“.