SpaceX live stream: How to watch the Earth-observing NASA satellites blast off

SpaceX is reusing a Falcon 9 rocket.

SpaceX will launch two new Earth-observing satellites for NASA and five commercial communications satellites today (May 22) in a sort of carpool mission to space. SpaceX’s Falcon 9 rocket will tote two satellites that are part of NASA’s Gravity Recovery and Climate Experiment Follow-On (GRACE-FO) mission, as well as five more Iridium Next communications satellites, when it takes off from Vandenberg Air Force Base in California at 3:47 p.m. EDT (1947 GMT).

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Vegas’ newest ‘What Happens Here’ ads are less whimsical, more contemplative

Tackling marital issues or parental resistance to gay marriage are hardly the kind of themes you’d expect from Las Vegas’ normally whimsical “What Happens Here Stays Here” campaign. But those are some of the plotlines in the latest round of ads for the long-running campaign.

To call it a detour into more serious territory might be a bit of an overstatement. The spots contain the usual glitz, glam, music and include hints of the hedonistic sensibilities long associated with the campaign. But the new effort feels a little weightier. And that’s by design.

“We’d always been kind of funny,” says Arnie DiGeorge, executive creative director for R&R Partners, the longtime agency for the Las Vegas Convention and Visitors Authority. The goal is to “get a little bit more emotion into the brand,” he says, and “redefine what adult freedom means in 2018 in a world celebrating empowerment and inclusiveness.”

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Culture drives consumption: Why cultural values are important in brand building


The rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advancers spend more time in the office, they often go on business trips, they have less time for themselves and their families. The lack of time changes everything from eating habits to family orientation, the way of communicating and consumer behavior. And in many international markets, foreign influences, industrialization or massive urbanization are turning even ancient traditions upside down. Individualization is increasing and consumer behavior is spreading, particularly in the middle classes around the globe, which is intended to showcase the newly acquired status.

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TWIM: SSL Certificates, Brand Reputation, and SEO Tactics to Master for Web Design

Happy Tuesday!

This week we’re covering why your web site should be converting to HTTPS and the importance of an SSL Certificate, how to build manage your brand repuration using social media, and how to design a website incorporating SEO strategies. We also look at how ways a PPC campaign can be turning away legitimate traffic to your website and creating a mobile-friendly content strategy.

What is an SSL Certificate and How It Can Help Your Website

You’ve probably been hearing a lot about SSL recently, especially if you should be converting your site to HTTPS. The answer is a resounding yes! Effective July 2018, Google will mark any site HTTP sites as not secure and what that means for your business is a warning that could potentially turn away site visitors. An SSL Certificate is the S in HTTPS – Secure. It lets your visitors know that your site is safe, secure, and legitimate. The green padlock signifies that any data such as logins or transactions will be encrypted. As a consumer, are you likely to make a purchase or stay on a site that is flagged as not being secure? This is why having an SSL Certificate will not only boost your sales and conversions, but bolster SEO too. There are three types of SSL Certificates to purchase and this article covers which one is right for you, your business, and your budget.

6 Dimensions of Online Reputation that Should Guide your Social Media Marketing

Brand reputation management starts with social listening and monitoring. This is where we, as users, primarily encounter brands and their messaging. Social media is interactive and users have proven to be anything less than shy about expressing themselves. But brand reputation reaches far beyond carefully laying out content posts. It is how an organization handles conversations with its audience in the comments and replies to those posts. In this article, Mark Traphagen covers the six dimensions of reputation, according to Reputation Quotient (RQ) and how businesses can use each to build a better reputation online. Using Social Media Responsibility as an example, it’s becoming increasingly important for consumers to be aligned with an organization that is positively impacting society. By using social media, a company can identify what causes are important to it and are an extension of its culture/values.

How to Create Mobile-Specific Content Campaigns For Mobile-First Index

With more content being consumed on mobile devices, it is no wonder that Google is migrating sites over to mobile-first indexing. With mobile-first indexing, more emphasis is going to be placed on the mobile version of your sit. In fact, it’s going to be viewed as the primary version. If your business relies on a content marketing strategy, now is the time to shift your focus and create mobile-specific content. Neil Patel offers a few simple methods to create mobile-friendly content to ensure you don’t get left behind. Start by creating content that is easy to read. Short paragraphs, making use of white space to focus the reader, and implementing lists are formatting changes you can easily make now to your content. Create mobile-friendly videos that will engage your audience and motivate them to share is another. Optimize your site’s page speed to be able to load faster. And lastly, use mobile pop-ups responsibly.

Hidden PPC Traffic Killers

Contributor Andrew Goodman discusses five different ways that your PPC account can be blocking out traffic and limiting growth. If your campaign is implementing a dayparting strategy, meaning your ad campaign will be displayed at certain times of the day, you could be losing out on consumers that are actively searching for solutions during “off-hours”. In this case, ensure that those users can find you and consider loosening your bids so that ads are eligible to be shown 24/7. Additionally, take into consideration time zone differences. Another way your PPC account can be turning away traffic is with IP blocking by using a click fraud detection service. You could be blocking out legitimate customers since ISPs assign the same IP address to a multitude of users. Other methods Goodman discusses are failing to use broad match and shutting off bids based on geography.

Ten SEO Aspects for Web Designers to Master

Web design choices can impact a site’s SEO and performance. But keeping in mind these ten areas of SEO will ensure that your website will both be attractive and functional. When it comes to site structure, don’t break down your site into too many layers (subpages). Keep URLs short and use hyphens for better readability. Make a responsive, mobile-friendly design your default design mode and keep site speed fast— both will impact mobile-first indexing. Keep site navigation easy for visitors to navigate and optimize your images. While these tactics by Amanda DiSilvestro focus heavily on designing for SEO, it’s important to realize that a beautifully designed web site will keep visitors on your site. Helping them find the solutions they need means more time on your site and ultimately keeps bounce rates low.

Check out these additional articles for more internet marketing news!

What is GDPR, and why Should Designers Care?

Not Seeing Results with your Content Marketing Strategy? Here’s Why

The New Email Nurturing Strategy That Improved Our Engagement By Over 1,000%

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What do women want in swimwear? Different levels of butt coverage

As direct-to-consumer brands that sell their products online, swimwear startups have been able to collect a lot of data about consumer tastes.

There’s been a boom in swimwear startups, with brands like Andie, Summersalt, and Sidway hitting the market over the last few years. As direct-to-consumer brands that sell their products online, rather than through department stores, they have been able to collect a lot of data and feedback from customers. Andie, which launched last year, compiled some of the most interesting insights for us.

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Creating Content That Connects: First, Define Your Target Audience

You’ve probably never read some of the best literature ever written. Most people, for instance, are certainly aware of the landmark writing done by acclaimed authors like Proust, Joyce and Tolstoy. They just aren’t interested in reading it. That helps explain why many content marketers fail. Even artfully-written, compelling content is useless unless it’s read or viewed by the right audience: people interested in the content’s topic who need (or want) the featured product or brand. How do you ensure that your content will connect with prospective buyers? It’s a two-step process. First, you properly define and understand your target audience, and then you write directly to that audience.

Here’s a deeper look.

What Is a Target Audience?

Quite simply, your target audience is the group of people most likely to be interested in your content. The term “target market” is often used interchangeably with “target audience,” but there’s a subtle difference. A target market includes all of the people who might be interested in a subject. A target audience is a subset of the target market – the specific people who would be interested. For instance, the target market for a company that makes sports equipment might be active males between the ages of 18 and 30. That information greatly informs and shapes a company’s branding efforts.

When it comes to determining the target audience for content, large companies will normally have a built-in advantage. They’re likely to have already done extensive marketing research; they may even have a dedicated research team in-house. That puts the data and insights required to define target audiences right at their fingertips. Most marketers and content creators, however, don’t have existing research to rely on, so they have to gather the information on their own. Thankfully, some of the work is intuitive, and there are many tools which can help with the data.

Defining Your Target Audience

Here’s the simple way to get started. Open a new text file or take out a sheet of paper, and answer these questions:

What goals do I want to accomplish?
You may your content to help sell a product or service; you may want to build trust in your brand; you may want to attract web traffic so you can display advertising; you may want to create an authority website to bolster your reputation as a social media influencer. Understanding the reasons you’re creating the content helps you define and shape it.

What value do I want my content to provide?
If you’re trying to sell products or services, you’ll want to describe how your offerings meet the needs of potential clients. If you’re building a brand, you’ll be best served by creating an emotional bond with readers and viewers. If you’re building an authority site, you’ll likely need to concentrate on entertaining, expert content. In any event, your content must provide value to your target audience – or it will go unread or unseen.

Who do I want to read or watch my content?
This is the money question. The first two tell you what you’re going to use as content, but this one tells you who it should be created for. The market research we’ve discussed would come in very handy here, since it will tell you exactly who your target audience is. Otherwise, you may have to combine several of these methods to answer the question.

  1. Analytics tools: Setting up goals in Google Analytics or examining Insights for your Facebook page will show you important information about who visits your site, blog posts and/or Facebook page, how long they’re there, and the types of content they spend their time on. You can also gather information by looking at the demographics of your competitors’ websites in an Ad Planner or advanced SEO tool. 
  2. Surveys or focus groups: It costs money to do a scientifically valid survey or focus group, but they might be worth the expense if you’re dealing with big revenue numbers. Otherwise, emailed or on-site survey forms are essential free ways to gather information from visitors or previous customers (although you might have to offer a cheap goodie in return for participation). Just be sure you’re obeying anti-spam laws and asking questions which will provide relevant information. 
  3. Interactions with followers and customers on social media: This feedback is extremely valuable, and you may find important clues to their preferences and needs by checking their feeds to get a feel for what else they’re talking about. 
  4. Collective brain power: Chances are good that you, some of the people in your company, or other people you know, are in your target market. Pick their brains to figure out their level of interest in your content, product or service, so you can refine your concept of the target audience. Also find out what features, pricing or other factors might lead them to buy – and what types of content they’d be interested in viewing.

With all of this information, you can put together your target audience profile. In a nutshell, the profile will give you a clear picture of WHAT the content is intended to do, WHO it’s aimed at, and the ACTION you want it to encourage. Now, you’re ready to create the content itself.

Connecting With Your Target Audience

Whether your content is an article or blog post, an infographic or video, or created in another format, the best content marketing attracts and maintains the attention of the target audience. A diverse content strategy is the best way to attract the most eyeballs, as long as delivery is on the platforms favoured by your target audience.

For example, you’ll find millennial audiences congregate on social platforms like Instagram and Snapchat, and women are the primary audience on Pinterest. Serious business people are frequent users of LinkedIn, while older audiences are more prone to consume content on authority blogs. As you’d probably expect, younger demographic groups prefer mobile device content, while Gen X prefers laptop-delivered content and Baby Boomers love their desktop machines.

The types of content you choose are crucial as well. A study by Fractl and BuzzStream reports, for example, that all age groups favour blog posts, images and eBooks, but millennials prefer social media and audiobooks, GenX members are more likely to watch digital video, and Baby Boomers look for longer content and product reviews. The proper ways to choose topics for content marketing is a subject that deserves its own article. You can start, though, by determining the type of information your target audience is searching for.

An easy way to do it is with a tool like Google Keyword Planner. When you type in a keyword, the tool will display the terms surfers use most often to search for information on the topic. Pay careful attention to search terms that are expressed in question form, such as “What’s The Best Camera Under $200?” or “How Do You Shop For A Car?” Those give you a clear vision of the questions your target audience wants answered. Answering those questions provides real value to your audience.

Two final tips for creating content that connects with your target audience:

  • Don’t assume they know who you are. It’s important to establish your bona fides as an expert in the subject they’re interested in, because that builds trust. Once you’ve built that trust they’ll be more likely to become regular blog readers or social media followers, and they’ll be more likely to purchase the products or services you offer. 
  • Don’t “write from your gut,” because your target audience may not be looking for the same information or content that you’d be interested in. Rely instead on the research you’ve done, which will give you a clear picture of the information they’re seeking. Compelling and valuable content that delivers what your audience wants and needs forms a solid connection with your target audience, and will pay lasting dividends.
  • And lastly Don’t Panic…

The post Creating Content That Connects: First, Define Your Target Audience appeared first on Don’t Panic London.

New client: WB Power Services

WB Power Services (WBPS) have appointed us as their social media agency.

WBPS is one of the country’s leading suppliers of critical power solutions and maintenance. Providing solutions, maintenance, and hire 24 hours a day all year round, WBPS works with clients from hospitals to large-scale data centres to ensure they never lose power.

We’re supporting WBPS with their social media management and content, taking the lead on their LinkedIn and Twitter channels to reach and engage with new businesses. We’ll also be using these platforms for sharing what makes WBPS unique and promoting new products, services, and career openings.

Follow WBPS on Twitter or LinkedIn to see what we’re getting up to.

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