TIS THE SEASON FOR SEARCH MARKETING MIRACLES
2018 is rounding to a close. Even as we type these words we still can’t believe it ourselves. It was a big year in search marketing and an even bigger year for our full-service digital agency.
Over the last 12 months, we made two huge strides that have helped us live up to our Globe Runner namesake. Between our two big wins at this year’s American Advertising awards and being named one of Inc. Magazine’s Top 10 Fastest Growing Marketing and Ad Agencies in the Dallas-Fort Worth Metro, we’re well on our way to running our corner of the globe.
Join us for a humble brag as we look back on our accolades – plus, some key content marketing strategies that helped us get here.
Globe Runner – an Inc. 5000 Company
4203. That’s our official ranking on Inc. magazine’s 37th annual Inc. 5000. We’re now settled firmly among the admired ranks of other fast-growing, privately-owned companies in the nation.
How did we do it? Well, for starters, we grew our sales 81% in three years, making our Addison, Texas company one of a handful of digital marketing agencies who made the cut.
Yes, we’ve come a long way from our 2009 humble beginnings.
However, we’ve continued to maintain our original mantra: to help companies grow digitally. Though our mission has remained consistent, we’re continually adding new tools and experts to our full-service digital marketing agency, offering clients an internet marketing experience that’s a bounty of in-house creative design, SEO, SEM, and content marketing solutions.
In fact, it was the creative team that was responsible for our next major victory in this year of firsts.
Globe Runner – an Award-Winning Digital Agency
Next, lend us your ear as we sing the praises of our out-of-this-world team. Creative powerhouses Eddie Hale and Brett Dougall spearheaded long-time client Muenster Milling’s new Ancient Grains dog food line and packaging system.
The revamp resulted in Globe Runner taking home two Addy awards (Bronze and Silver) from the American Advertising Federation.
With two prestigious Addy Awards lining our shelves, we’re (humbly) touting ourselves as award-winning comprehensive Dallas digital marketing agency and SEO consultants extraordinaire.
And for good reason.
With the more than 40,000 entries the American Advertising Federation receives each year, the competition was stiff, to say the least. Their mission to reward the art of advertising aligns with our mission to provide our Dallas SEO clients with unparalleled creative strategy.
Essential Search Marketing Must-haves
Are search marketing and content marketing one in the same? Hardly.
Though there’s plenty of overlap, each is nuanced and has a specialized role in increasing web traffic and leads. We used a combination of both to help propel our agency to new heights this year.
Here’s a quick checklist of digital marketing must-haves for 2019 to send your brand into orbit:
- Long-term commitment to content. We all understand the value of posting regularly, but all that time you spent creating content and writing great blog posts is wasted if you treat it as a one and done situation. One easy way to commit to your content over the long term is to go back and update past posts that have done well. Add to their word count, bring them up to date. You’ll be surprised how much it can positively impact their SERP.
- Write longer posts. Speaking of lengthening your content, more and more studies show that pieces in excess of 2,000 words see more web traffic than the shorter, average 500-word article. Try getting quotes from experts or members of your team. You can also ask members of different departments to do short write-ups then edit them together for a more uniform and expanded post.
- Consult your buyer personas. How can you create an effective content marketing strategy without knowing who it is you’re talking to? It’s the main reason our digital agency is big on buyer personas. Every piece of content you publish should be written with one or two of these people in mind. Make sure your entire team has access to them and is so familiar they refer to them on a first name basis.
- Engage for more engagement. Having a conceptual understanding of who your target audience is, is one thing. Conversing with them is something else entirely. Make it a point to engage with everyone who’s engaging you. Whether you’re replying to comments they post on your feed or following them directly, the more up close and personal you can get, the more conversions you’ll see.
- Analyze your analytics. This should go without saying, but as an SEO firm, data is our bread and butter. Use it to see which posts are performing well and gear your strategy to make more of the same.
Stay tuned to see what we roll out next year! And if you’re ready to ignite your brand with a little search marketing rocket fuel in 2019, make contact with our creative combustibles.
FILTER BUBBLE
By and large, most folks enjoy feeling special. We want to be catered to, and we like to have unique, one-of-a-kind interactions with others. Many shopping and social media platforms have picked up on this phenomenon and have designed their websites and apps to give their users a “personalized experience.” By analyzing your browsing history and search queries, groups and businesses can often deduce the kinds of things that you like, dislike, are intrigued by, or scroll past without a second thought. And with every bit of data gathered, they get a little better at only showing you things that you want to see. Sounds great, right?
In today’s video, we’ll explain the downside to this constant personalization: when we only see internet articles, social media recommendations, and news reports that cater to our biases, our beliefs tend to calcify. Instead of our worldview being shaped by the constant reception of new information or ways of thinking, we simply exist in an echo chamber that reinforces what we already think is correct. This is known as the “Filter Bubble” phenomenon.
To fight the Filter Bubble, we must make a conscious effort to seek out perspectives that we either don’t understand or don’t agree with. Yes, doing so can be unpleasant or frustrating. But it’s also an important exercise for keeping your mind open to different ideas and opinions!
GOOGLE ALGORITHM UPDATE
The average layperson probably doesn’t give much thought to Google’s search algorithm. As long as they can type their query into the search bar, hit a button, and get relevant results, then they’re happy! However, most business owners and professional bloggers have a vested interest in making sure that their site shows up on the first page of the Google’s search results. If you’re part of the aforementioned demographic, then it’s actually essential for you to know how Google finds and ranks pages.
In today’s video, we’ll discuss a couple quick, easy ways to make sure that your site is fitting Google’s criteria for “quality” webpages in light of their recent algorithm update. Having great content is crucial, of course, but it’s also a good idea to avoid duplicate content and NOINDEX/NOFOLLOW pages that could make your site seem a bit bloated in the eyes of a web crawler. Don’t forget about usability, page speed, and balance rate, either, as all three are now more important than ever.
Here’s the bottom line: a high ranking on a Google search can turn someone who’s never heard of your company into an interested, paying customer. So don’t let technical issues trip you up! Take the time to do things right, and your relationship with Google will be an advantageous one.
HASHTAG HACKS TO BOOST YOUR BRAND’S SOCIAL MEDIA MARKETING
Gone are the days when a good old-fashioned number sign was recognized as anything but the almighty hashtag. Now, add those two vertical and two horizontal lines in front of any word and it creates an online filing system that makes the term or phrase both searchable and discoverable across the web.
It’s so effective that posts which employ hashtags get 70% more likes than those without, according to a study by Agorapulse.
However, hashtag strategies are one part science and one part art. They’re situationally dependent, changing based on both the type of content you’re sharing and the platform that houses it. What’s more, haphazard hashtagging is a quick way to confuse your customers and can even turn them away from your brand.
Want to bolster your social media marketing? Effective hashtags help new target audiences discover your content and connect with your brand? These hacks will help.
Hashtag Research
Researching hashtags is not altogether dissimilar to keyword research. Both require some specificity and knowledge of the niche. They also involve coming up with multiple iterations of the same word or phrase to cover all bases.
For instance, if you know #creativeagency is a fit, you might also try couplings like #agencylife #creativesBTS #agentsoftheagency that have similar terminology but can make contact with different audiences. They each have their own unique online traction but ultimately support and boost your cause. The more combos you can craft, the better.
We recommend researching a tag in Instagram, then looking to see what other hashtags that top posts are using. You can also use the search box drop-down list to see what similar hashtags populate when you start typing #keywords.
As you might expect, there are entire companies whose sole purpose is devoted to discovering trending and popular hashtags. Besides looking on other social media channels like Twitter, Google Plus, and Facebook, you can also visit monitoring analytics sites like:
- Hashtags.org
- Trendsmap
- Hashtagify.me
- RiteTag
- Hashtag Etiquette
Different social media channels require different content strategies to trigger the most engagement with your posts. Some are short form, some long, and the same is true when it comes to the corresponding hashtags.
Though all of them technically allow up to 30 tags per post, here’s how we recommend you structure them for each platform:
- Twitter – With only 140-280 characters, you’re limited in what you can say. A concentrated approach is always best. Focus first on your key messaging and if you’ve said all you need to with no room left for #’s, that’s a-ok. Well-written content will expose itself, with or without the hashtags. If you do have room for some hashtags though, make sure you’re selective. We’re talking one to three max. Weighing down your tweet with too many tags may make it too heavy to fly.
- Facebook – FB was a little late to the hashtag party, and still isn’t huge on them. Still, if you know how to work their system, they can still be an effective means of exposure. Though you’re not limited by character count, #too #many #hashtags #can #clutter #your #copy. Think brevity, relevancy, and intentionality.
- Instagram – The ‘gram is a totally different ballgame. We’re pro maxing out your hashtag limit since there’s a generous 2200 character limit and clever ways to disguise your tags within the post itself. Include your collection as one of the comments or by housing them below your post copy with a string of vertical ellipses.
.
.
.
#so #it #will #look #something #like #this
And speaking of Instagram…
Did you Know?
- Hashtags have now been deemed clickable from your profile! Adding them to your intro could be a good traffic tactic.
- Users can follow entire hashtag streams! Anything that piques their interest is fair game. When they follow a particular topic, content that correlates will populate their feeds anytime a post uses the specified hashtag.
- You can even include linkable hashtags in your Instagram Stories! There’s a sticker expressly designed for this purpose. When a follower clicks it, they’ll be transported to the hashtag’s feed, same as they are when clicking directly from a post in your main IG page.
Types of Hashtags
Here’s where we do some hashtag heavy lifting. These various varieties allow you to craft your own personal hashtag strategy. Use some, all, or a combination to help you meet the masses.
#BrandedHashtags – They create a direct line to user-generated content that aligns with your brand and are great at generating awareness. Ex: #GlobeRunnerRockets
#LocationTags – So much of a good SEO strategy is based on incorporating your location. Your products and services are likely to have great appeal with local audiences. That is, if they know how to find them. For example, if you run a pet supply shop in North Texas #dallasdogs could be a nice addition to your posts.
#PromoHashtags – Hosting a contest or giveaway? You’ll need entries to enter. Hashtags like #contestalert and #instagiveaway are like spotlights that can draw bigger crowds that may not have previously interacted with your brand.
#TrendingTags – Though it’s probably not accurate to say hashtags themselves are a trend, some individual tags definitely are. Weather, politics, and current events all drive popular hashtags that can temporarily spike specific searches. Pay attention next time there’s a Google Algorithm update or Apple announces a new iPhone version – you’ll see what we mean. Just be careful not to be too controversial with your posts or tags. It could dissuade or alienate some of your customers.
#TagsForTheMasses – Though we recommend you aim for specific, niche hashtags where you can, there’s certainly a time and place for hashtags with more mass appeal. These are evergreen words and phrases that are highly applicable to almost any post you share. They’re used frequently and searched equally so. Just make sure you have a nice mix so you don’t get lost in the crowd. Examples would include tags like #instagood and #love.
In the end, there are no hard and fast rules when it comes to hashtags. Character limits, yes. But no rules. When in doubt, exercise your best judgment. Using hashtags to identify and support what users are seeing is usually #best.
GOOGLE DUPLEX
A lot of people grumble when they call a business or customer service line and wind up talking to a recording instead of a real person. But how would you feel if you spent several minutes conversing with someone on the phone and then later learned that the “person” you spoke to was actually a computer? This may sound like something straight out of science fiction, but with the advent of Google’s new technology, this scenario may become more and more common in real life!
In this video, we’ll discuss Google Duplex, a program that acts as a “virtual concierge” for consumers. Here’s how it works: if you tell your phone to make you an appointment at a local business, the program won’t just reserve one using an online scheduling interface—it will actually call the business and “speak” to an employee. And it’s so skilled at parsing language and responding in a realistic way that the employee may not realize that they’re talking to a digital application. In fact, the AI was initially so convincing that, after its debut, Google later agreed to add a forewarning of sorts to the digital calls so that people wouldn’t be fooled.
As far we’re concerned, this technology is astonishing, thought-provoking, and maybe just a little bit spooky…
DIGITAL MARKETING TRENDS TO RULE 2018: Q4
Part 4 of a quarterly digital marketing guide from our agency experts.
They say all good things must come to an end. In this final segment of our quarterly digital marketing trends for 2018, we’re committed to helping you complete the year on top of the world.
For the last time this calendar year, we’ve used our collective brainpower to construct a snapshot of the digital landscape. Flashpoints in SEO strategies and social media marketing, as well as PPC and web dev developments, await you.
Think back on your business goals at the beginning of the year. We’re here to make sure no box is left unchecked. As you prepare to blast out of 2018 and into the next fiscal year, let this final digital marketing mix help you warp speed past the competition.
Here’s your digital dose of everything fueling 2018 marketing trends in Q4:
Technical SEO/Link Building:
1. FAQ, Q&A and How -to search snippet results
Soon there will be even more ways to showcase your content in Google. At last month’s Singapore conference, Google showed what types of previews users will see in their search results. The idea is to use a variety of Q&A, FAQ, or How-to formats to make sure search results are as relevant and useful as possible.
2. New Search Console
Soon, owners will have more access to manage access and adjust permissions for users and other sites. Reporting features are also more robust, promising swift and welcomed changes to the search console.
3.Responsive search ads
Could you use a third headline and little more descriptive text in your responsive search ads? Google has given the green light for you to text long and prosper. You’ll now have up to 90 characters to make your elevator pitch in responsive and text ads!
Social/Content Marketing:
1. Hootsuite updates
Hootsuite Inbox Beta gives you swift, consolidated access to your Twitter Direct Messages and Facebook Private Messages. If you’re looking for an additional channel to connect with customers, this will help. Monitor your messages from multiple profiles for increased oversight of complaints and compliments. Be aware these have taken the place of your Twitter Inbox and Outbox Direct Message Streams.
Hootsuite Explore isn’t yet available to everyone, but likely will be. The feature helps source brand mentions from anywhere on the web so you can tune into the conversations that matter most. They’ll even put them in a timeline where you can segment and analyze based on filters like the location.
2. Live video!
It’s become a big deal on social networks like Facebook. You’ve probably seen them start to pop up on the right-hand side of your feed. Now, you can read comments and respond to users in real-time. Why is this important? According to Livestream, “80% of audiences prefer watching live video from brands as opposed to reading a blog. And 82% of consumers say they would rather watch live videos than read social media posts.”
3. Chatbots
These digital conversation starters themselves are nothing new, but they are growing and integrating with all variety of social media platforms. For instance, Pizza Hut is one of the first national chains to allow customers to order food through their social media accounts using a chatbot.
4. Influencer Marketing
We’re no strangers to influencer marketing strategies. If you read our blog you’re in on them, too. Now, instead of partnering with celebs and other big-time figures, companies are increasing their credibility with micro influencers. According to one Forbes report, “Research shows that micro influencers have 60% higher engagement rates than traditional celebrity influencers.” The same study suggests a more than micro 22% increase in your conversation rates using the tactic.
PPC:
1. Google AdWords rebrands to Google Ads
The latest AdWords update ushers in a big push for machine learning and smart ads. It comes with a new marketing platform and Ad Manager to help you advertise over multiple channels while making sure you’re appealing to the right target audience.
2. New Expanded Text Ads
Differentiating yourself from the competing links on a SERP just got easier. If you feel like you’re having déjà vu it’s because we already alluded to this in our SEO link building section. It’s important enough that it bears repeating. What can the three headlines and expanded 90-character count descriptions do for your brand? A lot. One Wordstream piece reported, “Google found these larger ads received 15% more clicks than other ad formats…[and] saw that advertisers increased their ad CTR by an average of 20% after making the change.”
3. Updated Exact Match Keywords
As culture evolves so does our language. Dictionaries are updated with several new words a year and our day-to-day lexicon shifts with the times. How we search is following suit. Very soon, exact match keywords no longer need be exact to show up in search results. They need only be variants that convey the same meaning through synonyms, paraphrases, and other results that clearly satisfy the user’s original intent.
Website/development:
Our fearless web dev keeps us abreast on all things front and back end. Here are some quick updates that made it across the desk last month.
- Chrome 70 is now in beta
- Chrome (68) brings a new “not secure” notification when visiting HTTP pages
- Firefox 62 supporting variable web fonts
- PHP7.3 is coming soon
- TypeScript 3.0 was released
- Safari’s Intelligent Tracking Prevention (ITP) and how to debug websites
- Starting in October, most browsers will distrust Symantec TLS certificates entirely
Whatever your hopes for expansion were in 2018, lead generation to increased web traffic, we hope these guides have helped you navigate the terrain successfully. Until next year!
TAKING A BUSINESS BREAK: TO-DOS BEFORE VACATION MODE
When you eat, sleep, and breathe work, the thought of taking a vacation can feel like being cut off from a critical lifeline. Yet, you know what all work and no play does to a person.
To be most effective, your brain needs a break, no bones about it. If you’ve been letting your vacation time accrue because you’re worried about what will happen in your absence, this guide is for you. With the holidays approaching, now’s the time to implement some best practices that can set you and your brand up for some much-deserved R +R.
Ahead are our top preparatory to-dos for a seamless small business vacation.
1. List your daily duties.
Make a comprehensive list of what you do during the workday. Go moment by moment and include everything but the bathroom breaks. Cross off anything non-essential so your employees divide and conquer the rest.
2. Practice with your proxies.
Observe your staff for a few weeks prior to your vacation. Let them know you’ll be assigning out certain duties based on fit. Take a few minutes each day to train them up by asking ‘what-if’ scenarios. Be sure to let them know this is a great opportunity for future promotions and you’re committed to helping them rise to the occasion.
3. Designate and communicate.
Once you’re confident you’ve found a fill-in or two, be explicit about the responsibilities they’ll each be tasked with. Have a one-on-one meeting where they can ask clarifying questions. Then, communicate with customers, vendors, and other internal staff. Make introductions and let your constituents know they’ll be in great hands while you’re away.
4.Prepare for the worst.
Still feeling afraid about leaving the ship “unattended”? Or maybe your employees are concerned about steering it? Complete a fear-setting exercise. It’s a tactic used by successful business owners like Tim Ferris. Divide a sheet of paper into three columns labeled, “Define,” “Prevent,” and “Repair.” List out what you’re most fearful of, brainstorm about ways you could preemptively correct it, and finally, pen some reparative actions that could be taken should the worst come to pass. At the very least, it’ll help the entire team feel confident about finding a solution in your absence.
5. Schedule content in advance.
Social media never takes a break. Creating a content calendar and scheduling posts in a program like Hootsuite can help you keep your audiences engaged, even while you’re actively disengaging.
6. Plan for paid ads.
Make the most of your Pay-Per-Click campaigns or paid social media advertising. True, you need them to help you reach the right target audiences, but what good are the qualifying leads and increased traffic steaming onto your site if there’s no one there to greet and connect with them? It’s worth hiring a digital marketing firm to temporarily keep a watchful eye over your online advertising. They’re trained to monitor daily ad spend and keep bids controlled so you can hit the ground running upon your return.
7. Address accessibility with your admin.
Make sure at least one person has access to you at all times. Designate a point person on your administrative staff who’ll act as the gatekeeper. Make sure you trust their judgment and have communicated in advance about what fires should be put out by you and you alone versus minor incidents that can be handled with the team’s collective brainpower.
8. Debrief upon return.
Hopefully this won’t be the last vacation you take for another few years. It’s important to gather feedback from your team about what went well and what could have used additional support. That way, next time you’re making preparations to take time off, you’ll be aware of areas that require extra coverage.
In the end, even the best-laid-plans might not be enough to prevent a small snafu. However, with some advanced prep, you can ensure things run as smoothly as possible in your absence and use everything else as a learning opportunity for the next foray into vacay. Need a backup plan? Let us take some of the heat while you’re away.
INSTA IN APP PAY
Have you ever seen a selfie of a friend (or celebrity) on social media and immediately wanted to comment, “Where did you get that shirt?” Or noticed a single knick-knack in a composed lifestyle shot and been frustrated when you couldn’t seem to find that one item on the retailer’s website? Or overall just wished that you could tap on a photo of something (anything!) and have the option to ‘add to cart’? If you answered yes to any of those questions, we’ve got good news for you: Instagram has introduced online shopping and in-app payments on their platform!
In this video, we’ll discuss “image-based shopping” and what it can mean for retailers. We’re especially intrigued by the idea of ensemble shots, in which an interested viewer can click on individual items in a photo to learn more details about each, or simply buy everything all at once. Now, the technology for doing so isn’t quite here yet (at least not for ALL Instagram users), but we can definitely see marketing trends headed in this direction. It’ll be a relatively new way for ordinary people to make purchases, as well as a new revenue stream for marketers and our clients to explore.
6 BEST PODCASTS BUSINESS OWNERS SHOULD BE LISTENING TO
For a digital marketing agency, we sure do talk a lot about radio, especially podcasts.
Last week, we were practically pushy about the ways starting a podcast can boost your business and improve your SEO ranking. So, have you recorded one yet? Great! Let us know where to subscribe.
If, however, you’re still in the research phase of your podcast journey, this post has come to your aid. Or, maybe you’re simply looking for a way to grow your knowledge base, but can’t seem to find the time for books or seminars. Good thing pods are portable and marvelous for multitasking.
We’ve taken the guesswork out of your search for the best of the earbuds. Ahead is a concentrated mix of six podcasts from businesses small and large that we consider to be compulsory.
1. The Introvert Entrepreneur
Hosted by:Beth Buelow
Episode Length:Up to 45 minutes
Twitter:@Introvertcoach
Website: https://theintrovertentrepreneur.com/
What to know about the show:
We live in a world that values extroversion, silencing the gifts and talents of those on the other side of the coin. The Introvert Entrepreneur gives the floor to introverts-turned-successful-business-owners. Bigwigs like Inc. and Entrepreneur have recognized the pod on ‘best of’ lists and the show focuses on a range of relatable topics like leadership and personal growth.
2. Being Boss
Hosted by: Emily Thompson + Kathleen Shannon
Episode Length: 10-minute minisodes to 1 hour or more
Subscribe on: https://beingboss.club
What to know about the show:
Want to launch a brand or be your own boss? These business besties are here to help. The show has been downloaded more than 5 million times – and for good reason. It hosts global guests like Brene Brown and Marie Forelo, media like Forbes and Huffington Post listen, too. Basically, if you want your passion to start earning you a paycheck, tune in and level up.
3. Akimbo: A Podcast from Seth Godin
Hosted by: Seth Godin
Episode Length: About 20 minutes
Subscribe on: https://www.akimbo.link/
What to know about the show:
Yes, that Seth Godin. Post Purple Cow fame, he’s gone on to continually inspire millions with his blog writing. Now, he lends his voice to help game changers who want to shift entire cultures. Named after an ancient word meaning “bend,” the podcast promises to aid those aiming to make a difference in the world. Looking for a more traditional scoop from Seth? Check out his other show, Seth Godin’s Start Up School.
4. Online Marketing Made Easy
Hosted by: Amy Porterfield
Episode Length: 30-45 Minutes
Subscribe on: https://www.amyporterfield.com/amy-porterfield-podcast/
What to know about the show:
If you want to simplify your understanding of this complicated field, Amy Porterfield’s podcast promotes just that. Whether you run an ecommerce store, or just need a few tried and true tips to monetize your brand, Online Marketing Made Easy has you covered. Her digital marketing strategies touch on everything from email segmentation and engaging drip campaigns to social media best practices and business blogging.
5. School of Greatness
Hosted by: Lewis Howes
Episode Length: An hour or more
Subscribe on: https://lewishowes.com/sogpodcast/
What to know about the show:
What could a former pro athlete know about making it in the business world? Turns out, a lot. School of Greatness is a top-rated podcast, hosting greats to bring out the greatness in you. Howes is a New York Times best-selling author who’s broadcasting his message of empowerment to help you reach new heights in your career and in your life. Cozy up to guests like Tony Robbins and Arianna Huffington for a serious dose of inspiration.
6. Marketing School
Hosted by: Neil Patel & Eric Siu
Episode Length: 5-10 Minutes
Subscribe on: https://marketingschool.io
What to know about the show:
For the time deprived, search marketing specialists Neil Patel and Eric Siu offer actionable, digestible small business marketing know-how. Each episode of their pod, Marketing School, is just 5 to 10 minutes each. They waste no time bringing you marketing tips you can implement straight away. It’s short, it’s sweet, it’s strategic, it’s Marketing School.
From overcoming your introversion to mastering online marketing, these six entrepreneur podcasts, make it easy to listen while you work.
Prefer to watch and learn? Subscribe to our YouTube channel for Season 5 of our weekly digital marketing video series where SEO and CEO extraordinaire, Eric, shares the latest in industry news and marketing strategies. On the docket: insights on the new PageRank Patent Update, Facebook’s Cryptocurrency, and Netflix’s investment in billboards.
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