This Week: Traffic-Boosting SEO, Content Marketing Truths, and Landing Page Conversions

Hello and Happy Tuesday!

This week in Internet marketing, we’ve gathered some of the most interesting and knowledgeable articles from across the web. We’re looking at SEO techniques to increase traffic, as well as tips to drive conversion from paid traffic, and facts about content marketing. We’re also looking at proven Facebook marketing strategies, and the importance of the fold in website design.

How to Achieve Off the Charts Off-Page SEO That Will Boost Traffic

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Off-page SEO is a crucial element of your digital marketing strategy. The objective of off-page SEO is to drive traffic with the help of high-quality backlinks. There are numerous way to gain quality backlinks, starting with proactive social media marketing. Don’t pressure your audience with offers — instead, provide solutions to their problems by sharing your knowledge on forums, for example. Furthermore, building relationships with industry publications is an essential component for a strong off-page SEO strategy, and a great way to do so is through guest blogging. Additionally, if you like the work of a particular author, be sure to leave comments on their articles. This can be effective in building relationships and networking. With these tips your off-page SEO strategy will be on the right track to success.

Homepages vs Landing Pages: Where to Drive Paid Traffic for Higher Conversions

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Reality check: your homepage doesn’t drive conversions — your landing page does. To make things clear, think of it like this: your homepage is the jump off point to the rest of your content and your landing page is the final destination. Keep in mind that focused content trumps clutter. Your ad copy should be clear to avoid confusing users who land on your page. Basically, give the user what they want. If a user sees a Nike ad for new running shoes, the last thing the user will want is to click on the ad and be sent to the home page. This could cause the user to be frustrated, which could in turn hurt your conversion rate. This article will help you to create focused landing pages and drive conversions.

10 Truths About Content Marketing You Need To Know

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There are many statements made about content marketing that are neither true or advisable. This article states the truth about content marketing. Firstly, it’s important to focus on quality over quantity — stick to creating content that is valuable to your audience instead of creating content for the sake of traffic. Develop pieces of content that will teach or assist your audience. Lastly, remember that everyone has a different style of learning. Cater to these different needs by producing content in multiple formats, such as infographics or blogs. Content is a huge asset to a company, so be sure to use and execute it wisely.

7 Proven Facebook Marketing Ideas That Will Help Your Business

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What better way to build your brand than through the largest social media platform: Facebook. With the correct strategy in place, you can achieve endless goals from creating brand awareness, to driving sales, and encouraging business growth. Your Facebook page is free real estate so maximize it. Use all opportunity to intelligently grab your audience’s attention. Create content that is fascinating and will have your audience eager to click. Next, focus on local activity. If you’re an owner of a local business, create local content that will get your audience engaged and involved. Lastly, get your fans to do the talking. Conduct polls, ask compelling questions, or even run contests involving content creation. Get interactive and you will see a positive change in your business.

Glossary: What is the Fold?

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A common term used by developers and marketers is fold, referring to under the fold or over the fold. This is important to understand for those interested in conversion rate optimization (CRO). The importance of the fold is to understand how to strategically use it. If you want your visitors to take action the second they arrive onto one of your pages, you must place a call-to-action (CTA) above the fold. When designing for mobile devices, the rules for the fold change. We anticipate the mobile user to scroll down more than a desktop user would, thus important CTAs don’t necessarily need to be placed above the fold, so under the fold is an option. In this case, it’s important to A/B test to see which drives the most conversions. Once you understand the user’s journey on your site through multiple platforms, you will be able to strategically use the fold and determine how to position your CTA’s.

Check out these additional articles for more Internet marketing news!

Small Business SEO: Your Questions Answered

Google is Compressing its Display Ads So Pages Load Faster

The Evolution of Content Marketing: What the 1900s Can Teach You

The post This Week: Traffic-Boosting SEO, Content Marketing Truths, and Landing Page Conversions appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

Nora Senior Recognised in Queen’s Birthday Honours

Nora Senior, Executive Chair UK Regions and Ireland, Weber Shandwick, has been recognised with a Commander of the Order of the British Empire (CBE) in the Queen’s Birthday Honours List 2017. The Honour has been awarded for services to British and Scottish businesses.

In addition to her Weber Shandwick role, Nora held the voluntary post of President of the British Chambers of Commerce (BCC) between 2013 and July 2016 and the office of Chair of Scottish Chambers (SCC) between January 2013 and April 2017.
She is the first woman in SCC history to have held the honorary position and the only person to have held the two national Presidents’ offices simultaneously since the Chamber movement was formed over 300 years ago.

Nora said: “I am immensely proud and humbled. It is a huge honour to receive such recognition; a tremendous tribute to the Chamber Network that works tirelessly to promote business interests and great recognition for the important role communications has in driving business growth and success. I am very proud to have had the opportunity to contribute to and influence policy in key areas such as international trade, education and women in business.

“Weber Shandwick takes its civic responsibilities and development of its people very seriously. I am grateful for the endorsement and support in carrying out the Chambers’ role.”

The post Nora Senior Recognised in Queen’s Birthday Honours appeared first on Weber Shandwick UK.

Razor Marketers Are Facing the Hair-Raising Truth Behind Beards


Procter & Gamble is encountering some problems at its Gillette subsidiary because so many men are letting their whiskers blossom into beards.

P&G reported in the last quarter that its male grooming business was the only division to post lower organic sales. Part of the problem was the inroads made by Dollar Shave Club-type rivals, but at least in that arena, men are still shaving, although paying a lot less for their razors.

The way I see it, P&G can take action against the non-shaving trend on one of two fronts. Either Gillette can embrace the enemy of its razor blades and lean into the trend with beard-soothing products of its own, or it can draw a line in the metaphorical sand and ban beards in ads for all its products. (A third, less appetizing, alternative would be to mock beards by showing men picking cooties and other distractions like bird nests out of their hairy growth.)

Continue reading at AdAge.com

Why Retail Flagship Stores Are Running Aground


Credit: Hyesu Lee

It’s no secret that retailers are spending less on advertising — the statistics point to plunges in print, TV and online. But what you won’t find on the charts is a form of retail advertising that’s not just declining but dying: the iconic flagship store.

Impressive, sprawling flagships in high-profile locations have long served as status symbols for retailers, more important for their brand-wide promotional value than the profits they may or may not have generated on the premises. A tourist’s visit to the Macy’s on 34th Street in Manhattan was something to go home and tell friends about.

Continue reading at AdAge.com

ESPN’s ’30 for 30 Podcasts’ Starts with a Look at the $30M Dan and Dave Disaster


Advertising and high-profile sports regularly crash into one another at the intersection of Hype and Mammon, a garishly lit crossing where manufactured desire is only sated by obsessive consumption. And so it is fitting that the launch of ESPN’s latest media venture will focus on both of these combustive elements.

On Tuesday, ESPN Audio will raise the curtain on “30 for 30 Podcasts,” a series of one-hour sports/pop culture mashups designed to function as an extension of the network’s acclaimed linear TV doc series. The first installment, “The Trials of Dan and Dave,” zeroes in on the rivalry between would-be Olympians Dan O’Brien and Dave Johnson, who in 1992 became all but ubiquitous thanks to a relentless ad campaign from Chiat/Day and Reebok.

At the heart of the inaugural “30 for 30” episode is the $30 million advertising offensive that blew up in the client’s face after O’Brien failed to qualify for the U.S. Olympic Team and a shot at taking the gold in Barcelona. After kicking off in front of the 79.6 million fans who tuned in for CBS’ coverage of Super Bowl XXVI — in a bid to build up interest over the course of the broadcast, Chiat/Day ponied up some $1.7 million to run four 15-second spots that aired at generous intervals — the Reebok campaign went off the rails four months later, when O’Brien’s failure to clear the pole vault scuttled the “Dan and Dave” narrative.

Continue reading at AdAge.com

South Florida: The Next Innovation Hub?

The following post was contributed by Rowan Benecke, Chair of Burson-Marsteller’s Global Technology Practice.

I was fortunate to be asked to return to Miami recently to experience first-hand the emerging technology industry sector that, during the last few years, has blossomed into one of the leading innovation hubs not only in the US, but also across the entire Latin American region.

South Florida-based startups have been experiencing notable success in recent years. Examples include:

  • Magic Leap, the enigmatic mixed reality company – called “the world’s hottest startup” by WIRED – which has raised more than $1.4 billion from the likes of Google and Alibaba and is scheduled to release its first product “soon,” according to Magic Leap founder Rony Abovitz.
  • PetSmart’s acquisition of Dania Beach-based pet food and product site, Chewy.com, for $3.35 billion, the largest e-commerce acquisition in history.
  • The recent launch of Cyxtera Technologies, formed through the $2.8 billion transaction that combined CenturyLink’s data center and colocation business with Medina Capital’s portfolio of security products – a deal that quickly made Cyxtera a formidable cybersecurity industry.
  • Modernizing Medicine, a mobile-based electronic health record (EHR) provider and driving force of South Florida’s fast-growing health tech startup community, which last month raised $231 million in private equity from Warburg PIncus to bring total funding to $318 million.

Successes such as these and the region’s overall growing influence as a technology and innovation hub is the focus of eMerge Americas, a two-day conference in Miami that convenes entrepreneurs, investors and thought leaders from North America, Latin America and Europe. The fourth annual eMerge Americas conference, which took place earlier this month, attracted more than 13,000 attendees and showcased 125 exhibiting early- and late-stage startups on the expo floor in a celebration of innovation. Not to mention, the event featured an impressive lineup of speakers including Apple co-founder Steve Wozniak, Sprint CEO Marcelo Claure, Waze co-founder Uri Levine, hometown hero Armando Christian Pérez (AKA ‘Pitbull’), and many more.

A few of these speakers had especially interesting points of view:

  • Marcelo Claure (CEO, Sprint): Focus on the impact of innovation, not just on the technology or the product. For example, Sprint, along with other carriers and private investors, are committing $2.75 billion to build the fifth generation of cellular networking. 5G deployment will not only enhance connectivity but will also create 3 million jobs.
  • Steve Wozniak (Co-Founder, Apple): The key to innovation is motivation. In order to be inspired to innovate, you must have the drive and the passion, which in many cases outweighs skills and knowledge. While ambition is a contributor to innovation, “The Woz” also argued the greatest enemy to innovation is getting too large. In response to questions regarding recent accusations surrounding Apple’s lacking innovation, Wozniak cited Newton’s Second Law, likening Apple’s beginnings and momentous innovation to a marble that is easy to push, and the company’s current state to that of a boulder, which requires much more force to move to move forward.
  • Uri Levine (Co-Founder, Waze): Successful entrepreneurs fall in love with the problem not their solution. If you fall in love with your solution, you forget entirely the problem you’re trying to solve. Levine – a self-proclaimed serial entrepreneur who is “constantly creating startups” – explained he allows himself to remain frustrated about a problem with no solution until frustration turns to anger and then to obsession with the problem, eventually pushing him to create the solution.
  • Dave McClure (Founding Partner, 500 Startups): McClure – the founding partner of a global venture capital seed fund and accelerator with investments in nearly 2,000 tech startups – believes that in order to compete with Silicon Valley and other major tech hubs, communities must invest in building their own startup ecosystems. McClure advocates that its smart business for cities to invest in a local start-up community, as just $50 million in seed and venture funding invested in a given market will generate 2,400 jobs within 5 years.

While the speakers told their own unique stories, explained their individual perspectives on innovation – locally, nationally and globally – and shared their personal advice to the crowds of entrepreneurs, there was a common theme throughout the entire conference: South Florida has the opportunity to evolve into a recognized technological and innovation center. Several factors contribute to this statement, including the region’s:

  • Location: South Florida is geographically positioned as a strategic gateway between the Americas. Companies are basing operations in Miami and other South Florida cities in an effort to reach Latin American audiences or to provide a U.S. foothold for Latin American entrepreneurs.
  • Talent pool: Miami boasts one of the most diverse workforces in the country and relies on its high-skill immigrant talent base for economic and innovation growth. According to a recent study by Florida International University (FIU) and The Creative Class Group, nearly 40% of the professional workers in business, technology, healthcare, the sciences, media and the arts in the Greater Miami area are foreign-born.
  • Startup activity: As reported by the Kauffman Foundation’s 2017 Index of Startup Activity – which analyzes new business creation activity – the Miami-Fort Lauderdale area ranked first among the 40 largest U.S. metropolitan areas for startup activity. Notably, the Miami metro area (tied with Los Angeles) reported the highest rate of new entrepreneurs, which measures the percent of the adult population of an area that became entrepreneurs in a given month.

While the Miami metro area is clearly a hotbed for startups, as exhibited by the area’s venture creation statistics, few of them are actually growing. The 2017 Index of Startup Activity revealed the Miami-Fort Lauderdale area ranked second from the bottom of all metro areas studied in the growth of scale-ups. Clearly, while the region has made significant strides in building its startup community and remains dedicated to developing a more robust entrepreneurial ecosystem, there is still much work to be done.

For further perspective on eMerge, visit our Burson-Marsteller Miami Blog for a recap from Burson-Marsteller Miami’s Jorge Ortega, Executive Vice-President, Managing Director and Market Leader.

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1 According to the Miami Herald, “In the past 3 ½ years, the Knight Foundation has committed more than $20 million to more than 160 entrepreneurship projects and organizations in the city. Several organizations focused on scaling up companies have recently been expanded to Miami, including Goldman Sachs 10,000 Small Businesses endeavor and the WIN Lab for women-led companies.”

Watch the Newest Ads on TV From Nike, Sprite, Nissan and More


Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from 10 million smart TVs. The New Releases here ran on TV for the first time over the weekend. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.

Among the new releases, a stirring Nike ad celebrates Eliud Kipchoge, who ran the fastest marathon in history on May 6. Vince Staples stars in a rather meta Sprite ad plugging the brand’s “6 Cold Lyrics by 6 Hot Rappers” limited-edition cans (Creativity’s Alexandra Jardine has the backstory on the campaign here). And Formula One racer Lewis Hamilton revs his engine for an intense Bose ad that shows off the SoundTouch 300 wireless soundbar.

Continue reading at AdAge.com

‘The Platform is Not Here to Judge’: Sadoun Opens Up (A Little) About Marcel


Publicis Groupe employees and onlookers took to Twitter Monday to ask Chairman-CEO Arthur Sadoun questions about the holding company’s just-announced plans to build an AI platform. But save for a rough napkin sketch, details on Marcel — the platform’s name — are still slim.

In his responses to questions some of which came from accounts indicating they were current Publicis employees Sadoun defended the company’s explosive decision to pull out of awards for a year to shift spend to building the tool, which will be used to help Publicis quickly assemble teams across the group and help those teams virtually work together. Sadoun said the software would allow teams around the world and across Publicis to begin “working together like never before.”

One creative from Saatchi Budapest asked if in the future he’d be able to work with Digitas NYC on a brief. “That’s the idea,” Sadoun responded.

Continue reading at AdAge.com

Is Seattle’s Rising Minimum Wage Helping Or Hurting Low-Wage Workers?

A new study finds the city’s rising minimum wage means low-wage workers are getting paid more but working fewer hours. Is it right?

As the minimum wage goes up in Seattle–with with workers now required to make as much as 15 an hour, and all workers set to make that much by 2021–the city has become a bellwether for other communities that are looking to raise their minimum wage or have one already scheduled. Instead of arguing about economic theory, we can finally look at real data. One recent report found that the changes haven’t led to a loss in jobs in food service, a key industry for low-wage jobs. But another new study says that the effects are more complicated: While the overall number of restaurant jobs might not have changed much, the researchers believe that low-wage workers in the city are working fewer hours. Even though those workers might be earning more per hour, the study finds, they’re losing an average of $125 a month.

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