Julius Meinl Happy office campaign

Case Study – Julius Meinl – global coffee brand

About the client

Julius Meinl is a leading coffee company in Austria, Italy, Central and Eastern Europe.
They are present in over 70 countries, and in addition to coffee, they are also recognized for high-quality tea and fruit preserves.
Julius Meinl serves more than 40,000 customers worldwide every day, so it was a challenge but also a pleasure to run the Happy office campaign.

The main task

The main task was to gain the attention of people who slowly but also with great caution considered returning to the office after the COVID-19 crisis and to interest them in the free Julius Meinl coffee and tea machine.

We chose two advertising platforms – Facebook and Linkedln.
Video ads, image ads, stories, messages in the inbox were aimed at leading people in companies (+15 employees), in Croatia, Poland and Romania.

All ads were linguistically tailored to selected countries, and the content, tone, and style of communication sounded friendly with an invitation to order a free coffee and tea maker for your office.

The challenge

The Happy Office campaign was to be implemented in the period after the withdrawal of crisis measures due to the COVID-19 pandemic, in May 2020, when the return of employees to work was expected.

In that sensitive period, there was great uncertainty about whether more people would return to work and whether companies would be ready to acquire a coffee machine.

Solutions

The guiding idea of the advertising campaign was not to sell coffee but to convey to people the message of reunion and togetherness with a cup of hot coffee or tea.

Thanks to the story of office togetherness with coffee, profiled target group on Facebook and Linkedln and attractive ads, the Happy Office campaign achieved its goal – companies were delighted with the idea of a free coffee and tea machine.

Before the start of the advertising campaign, we created a Happy Office landing page in English, which we then localized for each country separately – Croatia, Poland and Romania.

juliusmeinlhappyoffice.com
juliusmeinlhappyoffice.com/hr
juliusmeinlhappyoffice.com/pl
juliusmeinlhappyoffice.com/ro

The page contained all the details about the campaign, calls to action “Request a free coffee maker” and a contact form that was used to collect leads.

Preparation before advertising:

Google Tag Manager setup
Google Analytics setup
FB pixels setup
LinkedIn pixel setup
Conversions setup
Audiences analysis and creation

Advertising

The Happy Office campaign is conceived as a story or even better a great deal that spreads on social networks – Facebook and Linkedln and takes you to the landing landing page where you find out everything you need and order a free coffee machine.

Facebook ads

In the Creative hub, we created ads using the submitted materials.

We opted for three types of ads: Carousel, Video and Slideshow, with later addition of static photography. (photo of JM automatic coffee machine from the offer)

Key messages:

Meeting employees in the office again!
Get a free coffee maker for your office!
Why do you need a coffee machine in the office?

Example:
Julius Meinl brings a FREE coffee machine to your office! Make your working days more beautiful with proven good coffee and safe socializing at work! Request a tasting without obligation!

Campaign types:

  • Video Views
  • Traffic
  • Conversions

Linkedln ads

For Linkedin advertising, we created a target group according to the location of the company and the number of employees.

Campaign types:

  • Video Ad
  • Traffic
  • Message Inbox

We used: #juliusmeinl #happyoffice #coffetime #back2office

Example of Video ad:

Example Message Inbox ad:

Results

The total number of landing page visitors and collected leads

Conlusion

In relation to the set goal, the number of obtained leads was exceeded many times over. But the JM Happy Office campaign brought some other benefits:

  • Awareness of drinking quality coffee and trust in the Julis Meinl brand has grown.
  • Increased number of inquiries from a variety of JM fans in Croatia, Poland and Romania who saw ads on Facebook and LinkedIn but did not meet the required conditions. They still wanted to interact with the brand asking for other options to get JM coffee machine in their home or smaller office.
  • A new database of potential users has been created, which opens the possibility of creating new lookalike audiences and retargeting.
  • Julius Meinl was presented as a friend and comfort in times of crisis, symbolizing fundamental human values – togetherness.

Learn how to get closer to your target audience and how to turn them into ambassadors of your brand.

Contact us!
[email protected]

TikTok Marketing for Beginners – How to promote your brand on TikTok?

TikTok has seemingly exploded from nowhere to become one of the most downloaded apps in the world. It began life as a moderately successful video-sharing app – tagged Douyin in its native China and TikTok in the rest of the world. In 2018, however, it bought out the better-known app, Musical.ly, migrating all its non-Chinese users to a new combined TikTok platform. The company still operates Douyin as a separate app in its home country. It should be no surprise that marketers have begun to see the potential of the platform. This is our TikTok marketing guide, suggesting possible ways that businesses can make the most of TikTok and its young audience.

TikTok Enjoys More than 800 Million Installs

Probably the most significant impediment to TikTok marketing success has been that most marketers (and business managers) older than 30 have never heard of the platform.
It has made the news a few times lately because of concerns over whether it is safe for youngsters. This came to a head in early April when India’s Ministry of Electronics and Information Technology ordered TikTok be removed from app stores, after a High Court in Madras stated the app was encouraging pornography and other illicit content. The ban was short-lived, however, and the court lifted the ban on April 22, after TikTok more closely scrutinized its content, removing over 6 million videos it believed violated its terms of use and community guidelines.

That concern aside, TikTok has grown tremendously over the last year. The app was the most downloaded free iOS app over the first half of 2018. It also topped Google Play in October 2018. Overall, TikTok ranked third in the world in November 2018.

TikTok enjoyed over 1.1 billion installs as at March 2019. Users downloaded it more than 660 million times in 2018 alone, with a further 188 million downloads during Q1 2019. More than 500 million people globally use TikTok each month. The short-term Indian ban must have been a real concern to TikTok’s management, as 43% of its global users come from India (remembering that these figures exclude the Chinese users of Douyin).

What is TikTok?

TikTok encourages its users to upload short videos. Most of its former Musical.ly users simply uploaded videos of themselves lip-synching to music videos. The more talented, enthusiastic, and technically proficient members uploaded videos of original content, and it is these people who became the influencers on the platform.

Most TikTok videos are up to 15-seconds long, although you can create and share 60-second Stories-type videos.

Both the original TikTok and Musical.ly targeted the same audience – teens and tweens. Therefore, it is no surprise that the combined TikTok also focuses on 13-24-year-olds.

One thing that did change with the platform’s growth in popularity is that there is now more variety in the types of videos people share. They are no longer just music. Up and coming comedians performing stand-up routines, skateboarders showcasing their skills, pranksters, dancers, fashion buffs, budding beauticians, and craft fans, all take the chance to share videos demonstrating their talent. And now we are even seeing people sharing videos featuring them using their favorite products.

Of course, not all TikTok’s users have the confidence, bandwidth, or skills to create videos. Just as many of YouTube’s viewers are lurkers, merely looking for exciting content to consume, quite a few TikTokers also take a more passive attitude towards using the app.

Indeed, TikTokers don’t even need to follow anybody. They can simply open their app, go to their Discover page, and start playing videos that look like they’ll interest or entertaining. They can even search for videos on preferred topics by using relevant hashtags.

Over time, though, most TikTok users will come to like particular types of videos. They are likely to subscribe to channels that regularly share “their” types of video. Every TikToker has a profile page, and this highlights the videos they’ve uploaded.

Who Uses TikTok?

Musciall.ly actively targeted Generation Z, with a female bias. It is too early to see if there is any real change with TikTok. It is still overwhelmingly favored by younger people, however, with 66% of its users under 30. A similar percentage of TikTok users are female.

It has international appeal, with large numbers of users in the USA, India, and in the form of Douyin, China. Douyin has reported 400 million monthly users.

Douyin has operated in China since 2017. In the beginning, over 50% of its users were under 24. Notably, those early Douyin uses appear to have stayed with the platform as they have aged, meaning that the average age of Douyin users has gradually crept upwards. As at February 2018, only 31.8% of Douyin users were under 24, with 23.4% of users aged 25-30, and another 23.4% of users aged 31-35. It will be interesting to see if we see a similar trend with TikTok in the rest of the world over time.

How Can Brands Use TikTok?

There are three main ways that brands can market on TikTok.

They can create their own channel and upload relevant videos through their channel
They can work with influencers, to spread content to a broader audience
They can pay to advertise on TikTok – it is very early days for TikTok advertising – there certainly isn’t a market yet like there is for YouTube. However, TikTok may become more popular and established over time.

Many brands do a combination of running their own channels and working with influencers to spread content to a broader audience. You might try some of the ideas listed below on your own channels, or you may suggest that your influencers create and share these kinds of content.

Hashtag Challenges

Challenges are an essential feature of TikTok’s community. TikTok’s users love taking up a challenge and making and uploading videos accordingly. These challenges are usually given a #-tag name, to make them both memorable and easy-to-find.

Perhaps the best-known challenge was US tv personality, Jimmy Fallon’s #tumbleweedchallenge.
He challenged users to upload videos showing themselves dropping to the ground and roll around like a tumbleweed, complete with a western music theme playing in the background. This led to over 8,000 submissions and more than 10.4 million engagements. Jimmy Fallon has continued to give TikTok challenges back since then.

Brands can also encourage hashtag challenges on TikTok. Unless your brand has managed to build up a popular TikTok channel of its own, you will probably do best to work with influencers to kickstart your #hashtag challenge. Once a #hashtag challenge is launched on TikTok, people can participate with just a few clicks.

User-Generated Content

Again, this is a type of marketing that brands can either base from their own TikTok channel, or alternatively, work with influencers to encourage their follows to create user-generated content (UGC) supporting the brand in some way.

Generation Z loves the full immersive experience. That’s why they don’t sit at home watching traditional broadcast TV – it’s too much of a passive experience. Generation Z far prefers to be involved.

If you can find a way to encourage your customers to share videos of themselves using or interacting with your products ins some way, you’re likely to get a high buy-in.

Chinese restaurant Haidilao discovered this with a DIY option on their menu. Customers who selected the DIY menu item created their own unique off-menu dish and then filmed the experience. Being Chinese-based, Haidilao encouraged their clients to share their videos on Douyin.

Source: https://technode.com/2018/05/28/douyin-marketing-campaigns-examples/

Once a few patrons uploaded their culinary attempts, others flocked to the restaurant so that they could also create their meal and video. Ultimately, more than 15,000 people requested the DIY option; 2,000 ultimately uploaded videos of their creations, and 50 million people viewed the videos.

Traditional Influencer Marketing

Of course, all the influence marketing techniques you see on other video-based platforms, such as YouTube, work on TikTok too. If your product suits an influencer’s audience, your TikTok influencer campaign should succeed. In most cases, you should leave it to the influencers to create the content – they know what their followers like.

As always, the key to influencer marketing success is setting appropriate goals, targeting a specific part of the purchase funnel. The young broadcasters of TikTok need to remain authentic to their followers for influencer marketing to succeed.

Often all a brand needs to do is to encourage influencers to make videos depicting them wearing or using the sponsor’s product. Again, this will only work if the influencer is the sort of person who would typically use the product. There is little value trying to encourage an influencer to promote an inappropriate product. You’re not going to sell retirement homes or hearing aids on TikTok successfully.

Another side effect of TikTok’s young clientele is that they are far less interested in flash camerawork and high video production values. You need to trust your influencers enough to produce their videos their way – even if they look amateurish to a marketer’s eye. TikTokers are interested in originality and fun, rather than the quality of your videos.

TikTok Advertising

TikTok has experimented with advertising over the last year but has not yet set up any formal profit-sharing system yet. However, they are getting closer to the point where more people will be able to advertise on the platform. They started showing short ads in January 2019.

Here are the types of ads there are:

TopView
Brand Takeover
Branded Hashtag Challenge
In-Feed Ads
Branded Effects

TikTok is currently testing ads in both the US and Europe. At the time of writing, an ad creation service for Croatia is not yet available.

Google My Business - optimizacija u 13 koraka

13 optimizations steps for Google My Business in 2020

Any business today needs targeted visibility on Google. Most businesses know that this requires optimizing their website and Google Ads, but what most don’t know is that there is a third entity that also needs optimizing: their Google business listing. Formally known as your Business Profile, this powerful listing is a dynamic snapshot of your business that highlights your best features and enables potential customers to quickly find, learn about, and engage with you—all from the SERP. The best part? It’s completely free.

Steps to follow

And yet, despite the 167 billion searches performed on Google each month, a BrightLocal study showed that the typical Business Profile only averages 1,260 views during that same period (that’s 0.00000075%!). Even worse, only 59 actions are taken from those 1,260 views. That’s less than 5%.

The problem is not the Google My Business platform; it’s that not nearly enough businesses take full advantage of its impressive features. And that’s why we’ve written this guide. Here, we’re going to share 13 optimization strategies:

1. Claim your Business Profile
2. Complete every section of your Google My Business account
3. Use consistent name and contact info
4. Include hours of operation and special hours
5. Select primary and secondary categories
6. Mark off applicable attributes
7. Write a complete “from the business” description
8. Publish Google posts weekly
9. Upload new photos weekly
10. Answer questions
11. Collect and respond to reviews
12. Add your products and/or services
13. Add any industry-specific details

With these optimizations, you can turn your Business Profile into the best free customer acquisition tool you didn’t know you had. Let’s get into it.

What does an optimized Google Business Profile look like?

Before we get into the strategies, let’s make sure we’re on the same page about what an optimized Business Profile looks like and why you need one. To help you visualize what you’re striving for and why, let’s take a look at a mockup of an incomplete Google Business Profile versus a complete and optimized one.

Here, Carl’s Google Business Profile is a short box, but Ernie’s Business Profile would show even more when you scroll. This diagram doesn’t encompass all of the features of an optimized Google Business Profile, but it does give you an idea of how much more attractive and engaging an optimized profile is.

Why you need to optimize your Google Business Profile?

The comparison above makes it clear that an optimized Business Profile on Google helps consumers to choose your business over competitors, but there are other benefits to optimizing your Business Profile for effective local marketing.

Improve engagement
More and more, consumers are entering and exiting Google without going to any other website. Why? Because the information in search results pages themselves is fully answering their questions, resulting in “zero-click searches.” With potentially more consumers interacting with your businesses through your Google Business Profile than your website, you’ll want that profile to be optimized for quality engagement and conversions.

Boost your local ranking
Google’s algorithm for ranking business profiles does not just consider proximity and relevance but also activity and quality of information. Optimizing your Google Business Profile sends these signals to Google to rank you higher in local results. And higher rank, as you know, means more visibility and engagement with your business.

Convert more customers
A regular Google Business Profile alone doesn’t offer much in the way of acquiring customers. They can find out where you are located and read your reviews—if they know to search your business name in the first place. But with an optimized Business Profile through your Google My Business account, consumers can discover you in keyword searches, call you, visit your website, research your products and services, view/contribute FAQs, request a quote, book an appointment, make a reservation, and more.

How to optimize your Google Business Profile?

Now that you see that optimizing your Google Business Profile is the key to getting found in local search, standing out above competitors, and winning customers online, it’s time to get to work on doing just that. Here are 13 ways you can turn your Google Business Profile into a 24/7 marketing and lead generation tool for your local business.

1. Create a Google My Business account

First and foremost, it’s important to note here that a Google Business Profile is a separate entity from a Google My Business account. The latter is used to gain access to and optimize the former. Which means that in order to make the optimizations laid out in this guide, you need to have a Google My Business account and then tell Google to connect it with your Google Business Profile. To create an account, head to Google.com/business and sign in with the regular Google/Gmail account you use for your business (as opposed to your personal Gmail, if you have one).

2. Complete every section

The completeness of your Google Business Profile not only helps Google to rank you higher in local search results, but it also increases the number of actions customers take when they find your profile. There’s a lot of information to provide, so here are some guidelines for prioritizing.

These aspects of your profile should be completed right away:

Name
Address
Phone
Website
Hours

These sections take a bit more time and thought:

Category and Attributes
Products and services
From the business
Questions and answers (Owner-generated queries)

These sections are ongoing:

Posts
Reviews
Questions and answers (Consumer-generated)

3. Be meticulous with contact information

Here are the steps for optimizing the contact information in your Google Business Profile:

Make sure your business name is identical to the one you use on your store signage. In other words, exactly as it appears in the real world. Adding location name (unless it’s in your brand name) or keywords is considered spam by Google and you could be penalized.

Make sure that both your business name and address exactly match your other listings across the web. This means using “st” vs “street” or “co” vs “company” consistently. Google’s algorithm takes these inconsistencies into account when assessing your credibility.

Indicate both your regular and holiday hours. This encourages customers to visit you, and also avoids the potential of a negative review left by someone who took the trip out to your store only to find it was closed.

4. Write your “from the business” description

The first thing to note is that the brief description that appears just below your business name in your Business Profile is not actually in your control. This is the editorial summary that Google writes to ensure consistency across the platform.

Bummer, we know. But the good news is that Google does a pretty good job at coming up with descriptions.

The description you do have control over is the “from the business” section in your Google My Business account dashboard. This section appears lower in your profile, often under the reviews section.

To optimize the “from the business” section of your Google Business Profile:

  • Use all 750 characters, with key information in the first 250 characters.
  • Repurpose content from your “About Us” page or mission statement.
  • Use keywords your audience uses to find businesses like yours.
  • Don’t repeat any information already visible in the other sections of your profile. Use this space to talk about what sets you apart from competitors and what customers like most about your business.
  • Don’t include links or HTML.

5. Choose a category

Choosing a category is a must for optimizing your Google Business Profile. Here’s why:

Get found in discovery searches
A whopping 84% of GMB profile views originate from discovery searches (meaning the consumer searched for a product, service, or categorical term and that business’s profile appeared), versus only 16% coming from direct searches (the consumer typed in the business name or address). This is especially true for businesses whose name doesn’t indicate their service (e.g., Fresh Express or Amelia’s Catering).

Highlight category-specific features
Once you choose a category, Google makes available to you category-specific features that make your profile more attractive and effective. For example, restaurants can include a menu or reservation button; hotel profiles will pull in star ratings; hair salons can confirm that they have experience with thin or curly hair. These details can help consumers choose you over competitors.

Google offers a set number of categories, so it’s important to choose the correct ones.

Here’s how to optimize your Google Business Profile using categories:

Be specific
If you’re a nail salon, choose “Nail Salon” and not just “Salon.” If you’re a restaurant, choose “Egyptian Restaurant,” “American Restaurant,” etc., rather than simply “Restaurant.” A drop-down list of categories will appear once you start typing, but you can also see a full list of GMB categories here to ensure you find the most specific one for your business (there are over 3,000 categories so it’s worth the look).

Choose secondary categories
Many businesses fall into multiple categories. Set your primary category to your chief offering (for example, “Grocery Store”) and then choose additional categories that apply, such as “Grocery Delivery Service” or “Gourmet Grocery Store.”

Don’t overdo it
You want Google to connect you with consumers who need your service, so choose only categories that match your offering. For example, if you’re an appliance repair business, select “Appliance Repair” only, not “Appliance Parts Supplier.” Technically you do supply service parts, but this is not a standalone offering of your business. (Pro tip: Don’t confuse categories with products or attributes, which are separate sections.)

Also, keep in mind that Google might ask you to verify your business if you edit your category list or add multiple. This is just to ensure accuracy across their platform.

6. Select applicable attributes

As we just mentioned, once you choose a category, Google will give you a list of attributes you can check off to further describe your business. Attributes are special features that potential customers seek out, like “gift shop on-site” or “free wi-fi.”

Attributes are not specific to the Google My Business platform (review sites like Yelp have them, too). But Google’s attributes get really granular, like “good for working on laptop” or “popular for travelers”. Check out this attribute list to see what we mean.

7. Add photos

Uploading photos to your Business Profile through your Google My Business account dashboard is important for this reasons:

Ensure quality
Anyone can add photos to your Business Profile, which means you’ll get a range of quality. By adding your own great photos, you can ensure your profile looks its best.

Be active
Adding photos regularly signals to Google that you are active with your profile and it is up-to-date, which positively impacts your ranking.

Get images in results
Google is advancing in image recognition and starting to include photos in local results.

Increase engagement
According to Google, customers are 42% more likely to request driving directions to a business if its Business Profile has photos, and 35% more likely to click through to its website. Furthermore, a BrightLocal study showed that businesses with more than 100 photos get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks than the average business. Whoah.

This doesn’t mean you should go crazy and add a hundred images to your profile at once.

Follow these tips to use photos to optimize your Google Business Profile:

Add at least one new photo every seven days.
For your thumbnail photo, upload your logo.
Regarding cover photo, use something that best represents your brand—but don’t fuss over this because Google will display different feature photos depending on the search query.
For other general photos, refer to Google’s photo guidelines for specifications, but be sure to include happy customers, interior and exterior views, and team photos.
No stock photos, and no photos with special effects or branding. Google is trying to represent your business as it appears in the real world.
Focus on quality images that have clear depictions (to align with image-enriched results).

Google will pull a specific photo from a Business Profile and display it directly in local results if it matches the keyword searched.

Geo-tag your photos to further indicate to Google your prominence in your area.
Add videos, too!
Use Google’s Street View app to add a 360º photo to your profile.

8. Get Google reviews

If you were to get a list of businesses in search results like the one below, which one would you be most likely to choose? The one with four attractive yellow stars or one of the two below with no reviews at all?

Google knows that reviews are the #1 influence on consumer buying, so this is a key ranking factor in their algorithm. You can also see for yourself the impact of reviews on ranking. For most searches performed on Google, the first three local results that appear (in what is known as the “Local 3-Pack”) are the ones with multiple reviews and solid star ratings:

In addition, Google may also display a Business Profile in search results if it has reviews that contain those keywords.

Google will embolden keywords in your reviews to further validate relevancy.

To optimize your Google Business Profile with reviews, follow these tips:

Start with your long-time, loyal customers to get the momentum going.
Make it as easy as possible for customers by creating a review shortcut link or using Whitespark’s shortcut link generator (both are free).
Ask! 62% of customers will write a review if asked. Do so via email, text, social media, and in-person conversations.
Remind customers that reviews aren’t just for your benefit; they help people who have the same pain points as them to find a solution and make informed decisions.
Have a “Reviews” page on your website with a CTA to leave one.
Respond to reviews. This feedback incentivizes additional customers to leave theirs, reveals a lot about your business to prospects, and improves your local SEO.

Be careful not incentivize reviews with discounts, gifts, or cash, though—that’s not allowed.

9. Post to your Google Business Profile

Just like with social media platforms, you can post to your Google Business Profile about announcements, offers, events, and products. Posts are created in your Google My Business dashboard and show up on the “Updates” section toward the bottom of your Business Profile. However, they might become more prominent based on the search query.

Here’s how posts help you to optimize your Google Business Profile:

– Posts increase the number of actions taken by consumers who find your profile.
– Posting regularly sends positive ranking signals to Google in the same way that adding photos does.
– Consumers have higher intent on search engines versus other posting platforms (i.e., Facebook and Instagram, where they are leisurely scrolling), so they are more likely to engage with your Google posts.
– Consumers can follow your Business Profile and get notified of new posts and updates.

Your Google My Business posts will even appear on Maps—it’s free advertising for your local business!

Here are your tips for optimizing your Google Business Profile with posts:

Post regularly. Not just to send signals to Google, but also because certain post types expire every seven days.
Use event and offer posts for marketing campaigns that have a timeline. You can choose a date range and the posts will stay live for the duration of that timeline.
Include links and CTAs in every post.

10. Ask and answer questions

Have you noticed on Amazon that in addition to the product description and customer reviews, there is a section for questions and answers? Google offers the same feature in Google Business Profiles.

Answers to these questions may be the impetus for a customer deciding to choose your business. However, this section is particularly important to optimize because not only can anyone ask a question on a business’s Google profile but also anyone can answer. This can lead to inaccurate information on your profile, or even worse, something like the Q&A on this pizza restaurant’s profile:

Here’s how to optimize the Q&A section of your Google Business Profile:

Set up alerts so you can stay on top of questions and answers posted to your profile.

Seed your own Q&A section. Make a list of the most frequently asked questions your business gets. Then ask, answer, and upvote your answer on your own profile. This does not go against Google’s terms and conditions. In fact, Google encourages it.
Keep keywords in mind. Questions and answers that contain keywords can help improve your Business Profile’s ranking for that keyword. So keep your keyword strategy in mind when seeding your Q&A section, but use them loosely and organically, and do not keyword stuff.

By monitoring and seeding your Q&A section, you can ensure accurate information, highlight your best features, and reduce common barriers to entry.

Note: Google has temporarily suppressed the Q&A section of most Business Profiles right now in response to COVID-19, so you may not see this option for yours for a while.

11. Add products and services

Adding products and services is especially helpful if your offerings are not made clear in your business name. Populating this section also adds content to your profile that can help it to rank for even more relevant searches.

When adding products and services, include the name, description, and price (if applicable). The full description will show up once a searcher clicks on the product. Also, Google may link to your products from your category section.

12. Set up messaging

This feature gives searchers the option to send a text message to your phone directly from your Google Business Profile. With 82% of smartphone shoppers (92% for millennials) using their device for local search, this is a great opportunity for customers to get in touch with you.

To enable messaging, select the “Messaging” tab in your Google My Business dashboard, and you have the option to install this via Google Play or the Apple App Store.

Note: Be sure to set up alerts for messages in your Google My Business dashboard. Head to settings and check off “Customer messages.”

13. Maintain your Business Profile with a solid Google My Business strategy

As you can see, a Google Business Profile is not a one-and-done marketing task. It’s a local marketing tool that requires ongoing action in order to maximize your benefits. This includes:

– Updating information, even as minor as a change in suite number.
– Publishing posts and uploading photos each week.
– Keeping a steady stream of reviews coming in.
– Monitoring and responding to reviews.
– Staying on top of new features so you can ensure you’re using your profile to its fullest potential.

Just like any Google SEO strategy, your Google My Business strategy should center around providing as much quality information about your business as possible, not just in your Business Profile but in the sources that Google uses to populate it—your website, review site profiles, and even your social media accounts. We can’t ever know every specific ranking factor, but we do know their ultimate goal: to connect searchers to the best business for their needs through detailed, trusted information. So focus on using your Google My Business dashboard to get your Business Profile to represent your business as accurately and thoroughly as possible, and then make sure to maintain this, and you will reap its benefits.

Source: wordstream.com

FB ads testing

Why is Facebook Ad testing essential?

If you run FB campaigns on regular basis we suppose you pay a lot of attention toward ad creative. It is quickly becoming the driver for financial performance. Facebook Ad testing is needed!

FB changes

Facebook is changing the game for advertisers. In recent years, the social network has focused on improving its optimization algorithm and native advertising tools. These tools have allowed smaller companies to compete without having to invest in third-party ad tech. Automation features like auto bidding, auto placement and auto audiences have simplified the media buying and bidding process. Nowadays, advertisers can spend less time doing intraday bid and budget changes.

Instead, advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance. They need to quickly solve problems like creative fatigue and audience saturation with fresh, high-performing creative or else their campaigns will fall flat.

To achieve and sustain return on ad spend (ROAS) over time, you need to create 100x ads – breakout creative that drives outsized results. But, 95% of new creative will fail to beat the current best performing ad. That means you can’t just create one new ad concept, you need 20 new concepts in order to find a winner.

Facebook Ad testing
Facebook Ad testing

This begs the question – how do you scale the creation of new, high-quality ads? The answer lies in creative testing.

Testing your ad creative is an in-depth and ongoing undertaking for a business, but it’s crucial for long-term campaign success. In this article, we explore three reasons why Facebook creative ad testing is essential.

Gain a competitive advantage

One of the key benefits of ad creative testing is to get a leg up on your competitors. But, before you start testing any creative concepts, we recommend auditing your top competitors to see which are running similar Facebook ad campaigns. Once you’ve identified a few key companies, take a look at the “Info and Ads” section on Pages. There, you can view any active ads your competitors are running and – most importantly – get a sense of what sort of creative they’re using.

If you want to figure out which ads are high-performing you’ll need to use a paid tool, but doing so will give you better insight into what’s working and what’s not. Take notes, and even screenshots, of your competitors’ ads as you do this analysis.

Using the successful ads, dig in to see if you can integrate any elements into your own creative. Maybe your competitors take advantage of video ads, like Benefit or Demo in Motion, and are seeing high conversion rates. Take this key information and integrate it into your future concept ideation – not only does this take some pressure off your creative team, but you’re also reducing risk because you already know this idea/concept works.

Most importantly, doing this competitive analysis gives you a lay of the land to create a framework for what’s already being done in the space. When it comes time for you to create new concepts, you can start thinking outside the box to develop ideas that are totally unique and will set you apart from your competitors’ ads.

This sort of fresh, breakout, high-performing creative is what will drive your ROAS. If you can create a concept that totally differentiates your brand from competitors, you’re poised to become an industry ad leader.

Minimize financial risk

If you’re not following Facebook advertising best practices or using the right creative, it’s possible to spend hundreds – even thousands – of dollars inefficiently.

Of course, advertisers don’t want to waste their ad dollars. Rigorous testing of your ad concepts is one way to minimize the risk of putting a new ad to market and seeing your money go down the drain.

First, let’s talk about creating new ads. There are two key types of ads you should be creating: concepts and variations.

Concepts are brand new, completely different creative concepts, which can result in supersized results – or big losses. Variations, on the other hand, are ads that reposition elements of a high-performing ad. Since they aren’t as drastic a change as concept ads, variation ads tend to have a smaller revenue impact, and also a smaller chance of revenue loss.

In general, we recommend the 80/20 rule; spend 80% of your time creating variations of highly successful ads from the past, and the other 20% coming up with brand-new concepts to test. This allows you to create for the big payoff while keeping financial risk at a minimum.

Testing, testing, 1,2,3…

Now onto testing. We want to take these ad concepts and test, test, test until you find a winner. But, we’re not talking about split testing, here. We break our process into two key phases: simple variation testing and advanced variation testing.

Simple variation testing is where you tear apart ads that are already successful to figure out what elements are driving results. Look at elements like calls to action (CTAs), buttons, text headers, image format, and video length to figure out what’s working best in your current campaigns. This minimizes the financial risk inherent with launching new ads and gives you best practice you can apply down to future ads.

With everything you learned in the competitive analysis and simple variation testing process in mind, you can move onto advanced variation testing. This really gets into the nitty-gritty of your creative, where you’re testing things like start and end cards, colors, ad copy, background images, image layout and more.

Again, the goal is to figure out which elements of your ad copy are driving the results. Your team then uses those findings to create new ads for your campaign that are based on quantifiable testing results.

Get the ROAS you need

As discussed earlier, the vast majority (95%) of your new creative will fail to beat the current best performing ads. This means that only 5%, one out of 20 new ads, will deliver a good ROAS. To see the revenue you want, you can’t just use any creative – you need breakout creative that delivers tremendous results. Finding this 100x ad creative means you need to develop a lot of ads and extensively test them.

Leverage everything you learned in the creative testing process, especially the various testing phases, to create (and create and create) new concepts. Ultimately, those breakout ad concepts are what will make you really stand out from competitors, drive revenue, and increase ROAS.

Facebook Ad testing

It can be really hard to recognize these high-performing ads and creative concepts. It’s not an issue of “I think this ad will do better.” Opinions don’t matter – but performance does. To get really good at creating new creative, you’ll have to commit to ongoing, rigorous testing of copy, video, and images. Variation testing, as mentioned above, is a great way to determine the best opportunities for ad success.

Breakout creative often doesn’t look like anything special – until you put it into a live campaign and check the reports. Oftentimes, that one humble little ad starts to look very different from all the rest – standing out significantly and driving end results.

Conclusion

Facebook ad testing can benefit your business in many different ways. It provides a blueprint for future creative strategies and can pay off financially as well. By analyzing the competition, testing variations, and ideating concepts, you can develop creative that allows you to stand out, minimizes financial risk, and improves return on ad spend.

Facebook ad testing is undoubtedly a necessity to any campaign. Stop watching your ad spend go up in flames; start creating, testing, and strategizing for a more successful campaign.

Source: smartinsights.com

10 questions we ask while onboarding SEO content clients

Got a New SEO Content Client? Here are 10 Questions you Should Ask!

Do you have the info you need to create great SEO content for your clients? Work through this SEO client onboarding process to inform your content strategy. As digital marketing agency, we interact with lots of businesses that have varying degrees of experience and preparation when it comes to their SEO content strategy. Some brands have well-researched buyer personas and a mountain of keyword research at the ready while others have no blogging strategy at all and no clear idea of who their target audience is. Not that those in the latter category are “wrong”.

As SEO professionals, it’s our job to dig into the data and create optimized content that will speak to their target audience. That means our job is made easier by having a clear client onboarding process that helps us gain a better understanding of their business and the types of people they are trying to reach.

What follows are 10 questions we ask while onboarding SEO content clients to help us write SEO-friendly and audience-focused content tailored to each brand.

1. How Do You Describe the Business to Someone Unfamiliar With the Company?

This question gives clients a chance to explain, in their own words, what their business does. For some brands, this answer may be straightforward. For others, this is more complicated and warrants an explanation in “layman terms”. Consider that a brand’s target audience is usually approaching the brand’s content at a lower level of experience and understanding. Using “marketing-ese” or “industry-ese” to explain what a business does can leave many prospective customers confused. This question helps you and your client define what the business does in the simplest of terms.

2. What Is Your Brand’s Mission?

Some brands might have a well thought out mission statement while others may have no mission statement at all. It’s worth asking this question because if they do have a mission statement, you’ll likely end up referencing this at some point in their SEO content. It also gives the client a chance to think about creating a mission statement, which can be a beneficial asset to their brand in terms of defining what makes them unique. This works to help the brand – and their content – stand out from the competition.

3. What Key Taglines, Words, or Phrases Are Used and Associated With This Brand?

Every brand has its own “isms” that make them different from other brands. There may be words or phrases they use that add character to their content. As an SEO content creator, you’ll want to learn what these “isms” are so you can use them throughout their content.

4. What Are Some Things You Don’t Say in Your Company?

Similarly, there will be some phrases that your client doesn’t say. Often times, this is because they don’t want to be associated with certain terms (like “cheap” or “affordable”), are trying to set themselves apart from the competition (“marketing consultants” vs. “marketing agency”), or want to weed out a certain type of audience (general web development vs. “WordPress web development”).

At the same time, there may be some terms that you, as a marketer, are unfamiliar with and don’t want to use incorrectly in their content.
You should rely on your client to tell you which terms to use and which ones to avoid because you want your client to be seen as an authority in their niche,

5. What Is the Purpose of This Content?

The answer to this question may seem obvious (“Higher rankings and more traffic, of course!”) but this isn’t always the case. Never assume what your client’s goals are because they may surprise you, and this can certainly influence your content strategy.

For example, we could assume that our clients want higher Google rankings, but after surveying our target audience, we realized that what they wanted was “consistent” and “engaging” content that “generated leads” for their business. If we had focused on rankings, we would have missed the mark when it comes to what our clients are really trying to achieve with their content.

6. What Is Your Unique Selling Proposition (USP)? What Sets You Apart From Your Competitors?

You’d be surprised how many businesses don’t have an answer to this question. Which is why asking it is so important. If a brand can’t define what makes them stand out from their competition, it will be hard for you, as an SEO content specialist, to create content that sells prospective customers on what your client brings to the table. Many brands will answer with statements like “We have 10+ years of experience” or “We are a family-owned company” but these aren’t particularly compelling.

See if you can uncover what makes your client truly unique and how that relates to what their target audience is looking for.

7. What Products/Services Do You Offer? Please Provide a Description of Each.

Many SEO content writers and specialists are guilty of writing off-the-cuff without thoroughly understanding what a brand has to offer or what their products are. Not only can this be frustrating to the client but it can be confusing to their prospective customers. In asking this question, you again give your clients a chance to explain their offer in their own words.

This will help you know:

What keywords to target in relation to their offer(s).
How to write in a way that highlights their unique benefits and features for their audience.

8. Who Is the Focus Audience and What Are They Like?

Again, don’t assume to know who their target audience is. Always ask them. Their ideal customer may be very different from what you have in mind or even from what their content seems to indicate on their website. Most often, clients are seeking you out because they want to improve their content, so their existing content may not be a good indication of what their business does or who they are targeting.
So, be sure to ask your client who they want to reach, asking them to be as descriptive as possible.

9. What Is the Problem the Audience Is Facing and How Does This Content Present a Solution to This Problem?

Just as your client has goals when it comes to their content, their own audience has goals when it comes to seeking out that content. While you may be focusing on improving your client’s rankings, traffic, etc., you should try to uncover what it is that their target audience intends to find when searching for and reading that content. Your client should be able to tell you what their audience’s primary pain points and goals are so you can work these into the SEO content. This will help you write content that’s suited to the user (think: search intent) and provides information that’s going to compel a visitor to convert into a customer.

10. What Kinds of Conversions Are We Trying to Make Through the Content (e.g., ‘Free Consultation’, Contact Form, Visit a Product Page, Etc.)?

Many SEO content creators get lazy with this and just assume that they should direct users to the main Contact page or to schedule a free consultation, but that’s not always the case either. Your client may have a certain conversion point, lead magnet, product, or service in mind. When you know what the end goal is, you’ll be better prepared to work this into the content. So, if for example, they want readers to be directed to their “10 Secrets of Digital Marketing” ebook, you can “warm” readers up by alluding to the unknown digital marketing strategies and why they need them, rather than simply linking to the client’s Contact page.

Additional Questions to Ask When Onboarding a New Content Client

As an SEO content writers, we have an SEO content client questionnaire which includes over 20 questions which help us get a better understanding of our client’s brand, audience, and goals. If you plan on creating an onboarding process for your own company, we recommend adding to these questions over time, tailoring them to the needs of your unique clients. That said, here are a few additional questions you might want to include in your onboarding process:

What keywords would you like for your company to rank for?
What’s 1 story that serves as a good representation of your brand?
Who are your top 3 competitors?
In a perfect world, what would your ideal client/customer/reader be like?

If you truly want to create on-brand, audience-focused content for your clients, you need to know their brand and understand their target audience.
One of the easiest ways to do this is to work these questions into your onboarding process so you can create their best SEO content ever.

Grand PRix 2020

Project “Pomorsko je dobro” – Winner of Grand PRix 2020 – most prestigious Croatian PR award

The project “Pomorsko je dobro” of the Split-Dalmatia County (SDŽ) is the winner of this year’s Grand PRix 2020. award in the category of public relations in regional and local self-government. The award is given annually by the Croatian Public Relations Association (HUOJ). This is the most prestigious award in the world of public relations in the Republic of Croatia.

“Pomorsko je dobro” is an innovative and unique project of the Split-Dalmatia County (SDŽ) implemented by the Administrative Department for Tourism and Maritime Affairs of SDŽ. The goal of the project is completely transparent, responsible and efficient management of maritime assets, support to local self-government units and the introduction of order over this valuable resource, as well as its protection and preservation.

The communication strategy of the project “Pomorsko je dobro” includes activities to educate and inform the interested and professional public, as well as to encourage civic activism through personal engagement or civil society NGOs to report devastation and prevent the use of maritime property without a legal basis. During its implementation, which began in February 2019 with the establishment of a web portal (https://www.pomorskodobro.dalmacija.hr/), the project has achieved excellent results thanks to joint communication and cooperation with citizens, public administration and local governments.

The project leader is the Administrative Department for Maritime Affairs and Tourism of SDŽ headed by the head Stipe Čogelj, while the project leader is Matea Dorčić with the professional cooperation of Marija Tina Hauptmann (Arhid) and the director of digital marketing agency Klikeri, Tomislav Zović.

We are proud!

Find out more about Grand PRix reward!

Google Doodle

Cure boredom with Google and its most popular Doodle games

Right now, so many of us around the world are stuck at home, eager for a way to fill the time. For the next two weeks, Google is going to do its part to help cure your boredom. Google will showcase a popular game from a past Doodle every day.

Are you bored?

Over the years, Google has featured an impressive number of games and minigames on its homepage. All of them has been carefully preserved and archived on the Google Doodle Blog. Google is launching a new series of ten Doodles, each one a callback to one of the company’s popular games. Starting April 27 and running for two weeks!

As COVID-19 continues to impact communities around the world, people and families everywhere are spending more time at home. In light of this, we’re launching a throwback Doodle series looking back at some of our popular interactive Google Doodle games!

Google’s most popular Doodle games

April 27: The first day’s featured popular Google Doodle game, “Coding for Carrots”, dates back to 2017, and originally celebrated the 50th anniversary of Logo, the first-ever programming language designed for use by children. In the game, you’ll create simple combinations of commands that will tell your rabbit how to collect the carrots on each level. If you or your children are particularly interested in today’s throwback Doodle here is an advice. Consider introducing them to Scratch, a kid-oriented programming language that the game is loosely based on.

Google Doodle
Coding for Carrots

April 28: For day two, we’re going to be treated to a Doodle that celebrated the ICC Championships Trophy 2017. Let’s play cricket as a cricket. Speaking from a few minutes of experience, this game is ridiculously fun. I can see why it’s one of Google’s most popular, despite never being shown in the US. The experience is reminiscent of home run derby mode in Wii Sports.

google doodle ICC Championships Trophy 2017
ICC Championships Trophy 2017

As for why Google is staggering the games out over the two week period, you may remember that some of the best and most popular Doodles in the last few years have actually had multiplayer support. For example, the Google Doodle in celebration of the Mexican bingo-like game Lotería allowed you to compete either with just your friends or with random players online. By staggering them out, Google can ensure each day’s focused game has a variety of players.

Stay Home. Save Lives

Combined with the recent decisions to make Stadia free for two months and feature Stadia on the Google.com homepage, it’s clear that Google believes that promoting gaming is one of the most effective ways to encourage people to “Stay Home. Save Lives.”

What next game is on the line, we don’t know, but there’s a whole archive of interactive “Doodles” here, so take a look!

Lead generation

What is Lead Generation: Strategy and Best Practices

Lead generation is a central focus for any B2B organization that’s interested in driving consistent and reliable revenue. It’s an extremely important topic with vital implications, so we’re giving it the attention it deserves.

Read on to learn about all things B2B lead generation — what it is, why it matters, and how to get it right in the modern digital marketplace.

What is Lead Generation?

Lead generation encompasses all activities relating to the identification and cultivation of potential customers. Companies use a variety of sales and marketing tactics to generate leads (as we’ll cover shortly), but one way or the other, it is essential to have well defined processes in place.

Relative to the B2C version, B2B lead generation tends to be more acutely targeted. If you sell tennis shoes, almost anyone could be a viable lead. If you sell content management software, the market is decidedly more distinct.

High levels of competition and crowded marketplaces have made B2B lead generation a major challenge for today’s companies. Those that consistently generate quality leads gain a clear competitive advantage.

Why are Leads Important?

They fuel your sales pipeline, and thus, your business. Some percentage of leads will convert into paying customers. When that percentage is too small, however, it can be a struggle to find positive ROI with lead gen efforts.

For this reason, lead generation strategies need to balance quantity and quality. More leads theoretically means more customers, but when only a small fraction are converting, the methods probably require some adjustment. It’s more efficient — in terms of time and cost — to develop 10 leads with a high likelihood of conversion, rather than 50 with an extremely low likelihood.

This brings us to the critical subject of lead qualification.

How to Qualify B2B Leads?

The lead qualification process has been a point of contention for companies of all stripes. The primary issue is a lack of agreement on what constitutes a “qualified lead.” Marketing has one definition, while sales has another. We mean that literally: Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) are two disparate terms used in metrics and attribution.

But should they be?

As sales and marketing alignment becomes an increasingly prevalent business priority, many organizations are moving toward a unified definition that all parties can get behind. This, in turn, helps remedy one of the most divisive aspects of the sales/marketing relationship: “marketing isn’t giving us good enough leads,” or “sales isn’t doing enough with the leads we’re giving them.”

At a high level, a prospect becomes a lead when they take a defined action to enter your sales funnel (downloading a content asset, filling a form on your website, etc.). That lead becomes a “qualified lead” by surpassing another threshold. Here are a few commonly used techniques for establishing a qualified lead threshold:

Lead Scoring

This refers to a system that assigns values or rankings to prospects based on their likelihood of converting into a customer, or their readiness to make a purchase. The specifics of this methodology can vary depending on the company and industry.

Lead scoring can involve the usage of numbers (such as a 1-10 scale) or words (such as hot or cold). Many factors go into this calculation, such as demographic details, online activities, actions taken, and past engagements.

Because of its tiered prioritization, lead scoring can be helpful when it comes to customizing your marketing or sales approach with specific prospects. For instance, a moderately warm lead that’s merely researching solutions would merit a different approach than a hot lead that’s ready to make a purchase.

In the past, lead scoring was a manual process, but these days more companies are incorporating AI and automation to streamline it. Predictive scoring is one modern technique gaining popularity.

Matching Against Buyer Personas

While somewhat similar to lead scoring, this approach is more cut-and-dried. You have a profile of what your ideal customer looks like — in terms of industry, company size, job function, etc. — and then you use the ideal customer profile as a baseline for assessing new prospects. If there are enough similarities, then you qualify the prospect as a lead.

Letting User Actions Dictate

Another way to go about lead qualification is simply basing your evaluation on the actions taken by the prospect in question. Some companies will consider any form-fill that yields contact information to be a qualified lead. Others might base it on the particular asset an individual wanted to view, or by what the individual selected on a drop-down menu during a form submission.

How to Generate B2B Leads?

So, we know why B2B lead generation is important. And we have a better idea of how to separate qualified leads from non-qualified ones. But this brings us to the crucial matter at hand: how to get said leads.

Here are some of the most prevalent lead generation tactics marketers use:

Social media: Attracting prospects through organic and paid social media marketing activities, often involving the use of lead generation forms or other data collection methods. For B2B organizations, LinkedIn lead generation is popular and effective.

Webinars: Creating educational and informative sessions that people can register for by providing contact information. Webinars cross over with the previous item, because you can and should promote webinars on social media.

Gated assets: Similar to webinars, except the prospect is exchanging contact information for a downloadable content asset (often an ebook or whitepaper). Also commonly promoted through social media.

Videos: Marketers will often include a call-to-action at the end of video marketing content that allows a viewer to take the next step. Videos to tend to get a ton of reach on social media, making them a strong channel for top of funnel lead gen.

Email: A mainstay for marketers everywhere, but keep in mind that it’s most effective with a highly targeted and opted-in list.

Website forms: Inviting website visitors to fill out a contact form in order to learn more.

Search pay-per-click (PPC): Running paid ads on search engines targeting specific keywords that coorelate to purchase intent.

Customer referrals: One of the most valuable types of leads a company can hope to receive, because they are almost always qualified, and bolstered by the recommendation of a trusted friend or colleague. Some organizations put referral programs in place to encourage these.

Direct mail: It’s old-school, to be sure, but it can still work in certain situations. Many have actually noticed a resurgence in effectiveness for direct mail in the digital age, as it now stands out more (when done well).

Lead databases: Drawing leads from pre-existing lists that are often purchased. This is somewhat archaic and not generally recommended, because the data tends to be outdated and records can include leads that have not opted into receiving communications from your business.

B2B Lead Generation Strategy

Let’s take a step-by-step look at how marketers can go about putting a B2B lead gen strategy into motion.

Step One: Determine a Plan for Lead Qualification

Before you start collecting leads, you’ll want to know what you’re going to do with them. Whether through lead scoring, matching against buyer personas, or determining which actions are most predictive of purchase, put a plan in place to segment your qualified leads.

Step Two: Choose Your Lead Generation Tactics

Based on your audience and your goals, select the channels and tools you’ll use for lead generation. Make sure you implement the means to collect necessary data so you can act upon leads once you’ve scored or qualified them. (How will information be submitted? Where will it live? How will it be organized?) At a minimum, you’ll need a way to reach out; the more information you can collect to assess the fit and personalize your approach, the better.

Step Three: Run B2B Lead Generation Campaigns

Campaigns come in many forms. Perhaps you’re simply using content marketing to attract visitors to your website, where they can fill out a form. Or maybe you’re running ads on LinkedIn with Lead Gen Forms (more on that shortly). Or it might be a PPC campaign that strikes your fancy. The best lead generation strategies often incorporate a combination of channels and tactics.

As always, it’s advisable to optimize your campaigns by testing different creative elements and investing more in those that produce.

B2B Lead Form Tips

Lead generation forms are frequently used to collect information for future outreach, consisting of fields where a user can enter their information. But of course, no one is obligated to provide these details. You can increase your chances by making it easy and worth their while.

Here are a few lead generation tips to help increase the likelihood of getting submissions from the prospects you value:

Use Fewer Form Fields

Many users will become intimidated or overwhelmed if they have to enter too much information. Be thoughtful about what you’re asking for and why. The ideal number of fields in a lead form is generally in a range from 3 to 5 range.

Offer Enticing Incentives

Requesting someone’s email address, phone number, or other contact information is a big ask. Make sure you’re offering something valuable in return. If that’s a gated content or webinar, you’ll want it to be ultra-useful for your audience. You could also consider providing a free assessment, demo, or trial of your solution.

Put Privacy Front-and-Center

People are more concerned than ever about their data privacy, and who could blame them? Build trust by making information about your privacy policy visible at the time of the form-fill.

LinkedIn Lead Gen Forms: What Can They Do for Me?

LinkedIn Lead Gen Forms are designed to provide maximum convenience for both users and marketers. When these forms are presented to a LinkedIn member, the fields are pre-populated with their profile data, drastically cutting the effort needed to fill them out (we all know how annoying typing all the information in can be, especially on a mobile screen).

LinkedIn Lead Gen Forms feature large, dynamic, eye-catching calls-to-action. Because mobile lead gen proves to be one of the biggest challenges for marketers, every aspect of Lead Gen Forms has been optimized for presentation and user-friendliness on small displays.

Here’s how you can implement a strong B2B lead generation process on LinkedIn:

Create or Select a Lead Gen Form Template

While in Campaign Manager, navigate to the Account Assets tab and select “Lead Generation Forms.” You can then click “Create new form template.” Fill out fields for:

Form Name
Language
Offer Headline
Offer Detail
Privacy Policy URL
You can then choose which fields you’d like to include in the Lead Gen Form. You can pick up to seven, but remember: fewer fields usually means more conversions.

Create a Sponsored Content or Sponsored InMail Campaign

Lead Gen Forms are integrated with these two LinkedIn ad options. You can either serve the ad alongside content in member feeds (Sponsored Content) or directly to their LinkedIn inbox (Sponsored InMail). Both ad types will be available to select in Campaign Manager.

Write a Custom Thank You Message (Optional) and Enter a Destination URL

Where do you want the member to go after filling out the Lead Gen Form? In this space, you can include a URL to download your asset, or register for your webinar, or reach another destination. You can also use this opportunity to clearly outline when or how they might expect to hear from you. Transparency is always appreciated.

Select a CTA Button

Your final step is choosing the button members will click on in the thank you message in order to travel to the destination URL. Options include:

Visit Company Website
Learn More
Download Now
View Now
Try Now

Obviously you’ll want the CTA to correspond to the offer. That’s it! You’re now ready to generate leads on LinkedIn.

New video kid in town: YouTube Video Builder

YouTube Video Builder is still in beta phase but it’s free and helps businesses create short promo videos for YouTube.

YouTube Video Builder is available to any business that may not be capable of creating videos from scratch.

Google says: “Because businesses of all sizes are strapped for time and resources and in-person video shoots are no longer practical in many countries, we are accelerating the next stage of Video Builder availability.

What can you do with YouTube Video Builder?

Video Builder allows businesses to create six second or 15 second videos using various layouts.

The tool is designed to animate static assets, so no actual video footage is necessary.

Businesses provide their own images, text, and logos which is then generated into a short video.

YouTube Video Builder

YouTube Video Builder

Unfortunately, for now, we don’t see the option for the brand to use its own font :(

During the video creation process you can customize colors and fonts, and even add music from Google’s royalty-free library.

When you create a video and upload it can be used however you wish.

Businesses can use Video Builder content in advertisements, or to display on a website, or for sharing on Facebook, and other such use cases.

Examples

Here’s an example of what a video created by Video Builder looks like:

Google: “With this tool, any business who needs a video can create one that helps connect with their customers and keep them informed—whether through an advertising campaign, website or email.

Clarification from Google

Google sayes that this tool is for making for “supplemental” and “lightweight” videos only.

Video Builder is not capable of creating or editing videos of any significant length.

For that, you’ll have to turn to YouTube’s creator studio or use your own software.

As Google points out, this might be the first opportunity a business has had to create videos of any length at all.

“For smaller businesses and those with less creative experience, it can provide an efficient, low-resource way to create videos, perhaps even for the first time.”

How to Use YouTube’s Video Builder Tool

Once you sign up for the beta and get an email granting you access to the tool, here’s how to get started.

In a launch video, YouTube recommends creating a video by following the steps below:

  • Select the layout that works best for your goal
  • Add your brand’s color and logo
  • Upload images and add text
  • Choose a preferred font
  • Pick a music track to set the tone of the video
  • Click “create video” and preview the finished product

If satisfied, save and upload it to your channel!

As shown in the video below – the interface appears to be intuitive and user-friendly, requiring a bare minimum of technical expertise.

The video you create you can save as a template that you can revisit.

So if you want to create similar videos with only minor differences between them, you can do that with Video Builder.

As an optional step, you can immediately create a YouTube or Google Ads campaign featuring the video you just generated.

But that’s not necessary. You can still use the tool and upload videos for free without paying for advertising.

Click here for more information about creating videos with Video Builder.

YouTube Video Builder is free to access. You can sign up here.
Google says: “Requests will be processed as soon as possible based on tool capacity.

Source: searchenginejournal.com

Google to Reveal its Search Algorithm to an SEO?

Google is involved in a lawsuit that has the potential to result in the company revealing its long-guarded algorithm secrets.
As part of the lawsuit, Google has been given an ultimatum by UK courts to either withdraw evidence to its defence or disclose the details of its search algorithm.
Not only would Google have to hand over the details of its algorithm, it would have to hand them over to a working SEO consultant.

Google Has Two Choices

For obvious reasons, Google does not want to give up its algorithm secrets. However, Google also doesn’t want to withdraw evidence which is vital in helping the company win the lawsuit. Those are the only two choices Google has right now when it comes to fighting the lawsuit. The only other choice would be to settle the lawsuit, which would reportedly involve millions in damages. Not to mention that a settlement creates the perception of Google admitting to doing something wrong. The best case for Google right now is if the company opts to withdraw evidence and somehow still wins the case.

How Did Google Get in This Situation?

This whole situation stems from a lawsuit against Google by a company called Foundem dating back to 2012. That’s the year the lawsuit was filed, but actual events pertaining to the lawsuit date back to 2006. Foundem alleges it was the victim of anti-competitive practices by Google. According to Foundem’s claims, Google deliberately ranked its own products ahead of Foundem in search results starting in 2006. Foundem is seeking damages for the loss of business it incurred as a result being ranked down in Google search.

What Happened to Foundem?

Foundem was a vertical-search engine for finding the lowest online prices. It was initially only available to a limited group of users before being opened up to everyone.Prior to being available for everyone, Foundem still appeared in search results. Foundem appeared quite prominently in search results, in fact, often appearing on the first page for shopping-related searches. In only two days after launching to everyone, Foundem was buried in Google’s search results. Foundem dropped from the first page of search results to dozens and, sometimes, hundreds of pages lower. What makes this suspicious is Foundem’s search rankings only dropped in Google. It still ranked well in other search engines. That’s what lead Foundem to the notion that this was a deliberate effort to stifle competition against Google Shopping.

Google’s Algorithm is Now a Court Exhibit

Foundem filed a lawsuit against Google in 2012, which is still being fought to this day. In an effort by Google to prove it didn’t engage in anti-competitive practices it provided confidential documents to the UK High Court. The documents were filed as court exhibits by Google engineers Cody Kwok and Michael Pohl. The judge presiding over the case says the documents aim “to explain the operation and aims of Google’s ranking algorithms, and how they have been applied to shopping comparison sites generally and Foundem in particular”.

Foundem Demands An SEO Expert

The details of Google’s search algorithm would be too technical for lawyers to understand, Foundem argues, so it wants to bring in an SEO expert. Specifically, Foundem wants to bring in Philipp Kloeckner to interpret the details of Google’s algorithm. Google argues that giving its algorithm information to an SEO would compromise the integrity of its ranking process:
“The integrity of Google’s ranking processes relies upon all webmasters or website owners having the same degree of access to information about Google’s ranking… This will no longer be the case if information of this kind is made available to some individuals offering commercial services to assist companies to improve their Search ranking.”
Not satisfied with this response, Foundem suggests Google could simply withdraw the documents in question so no one ever has to see them. Google then argues the documents are vital to proving its defence. In other words – without these documents there is no case.

The Ultimatum

That brings us to where we are now. In order to move the case along, the judge stepped in and said Google can either withdraw the documents or let them be seen by Philipp Kloeckner. Now here’s where it gets really interesting. If Google stays firm on neither withdrawing the documents or providing them to Kloeckner, the judge will grant Kloeckner the permission to view the documents himself. The judge is giving Google “reasonable time” to make a decision, which surely can’t be an easy one to make.

We’ll have to wait and see how this plays out for Google. We could be on the verge of an historic event in search history.

Sources: The Register, The New York Times