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How to Save Instagram Photos on PC or Mac

Instagram is a mecca of inspiration so it’s no surprise that you want to learn how to save Instagram photos on your PC or Mac.
But since Instagram does not allow users to save images directly to their computers (due to copyright regulation), you’ve probably found yourself taking a multi-step process to save your images.
Whether you’re a brand that needs to save UGC photos for reposting or an Instagram user who loves keeping a folder of their favorite photos, here’s how to save Instagram photos on PC or Mac when double tapping or your saved photos folder just isn’t enough!
How to Save Instagram Photos on PC or Mac:
There are 4 different ways to save Instagram photos on PC or Mac.

Taking a screenshot
Searching via page source
Using Sked Social’s Chrome extension
Saving your own Instagram photos

Method #1: Taking a Screenshot
If size or resolution isn’t an issue for you, the easiest way to save or capture an Instagram image to your PC or Mac is by taking a screenshot.
For PC:
The most convenient way of taking a screenshot of your Instagram image on PC is using Windows’ Snipping Tool. Follow these steps to start screenshotting like a pro!

Navigate to your Instagram photo within your desktop browser.
Open the Snipping Tool on your PC. You can find it by selecting the ‘Start’ butting and typing ‘Snipping Tool’ into the Windows 10 search bar.
Adjust your Snipping ‘Mode’ and then click ‘New’ in the menu toolbar.
Select the area of the image you want to snip.
After capturing your snip, select the ‘Save Snip’ button.
In the Save As box, type a file name, location, and type, and proceed by clicking Save.

For Mac:

Navigate to your Instagram photo within your desktop browser.
Hold down Shift + Command + 4
Drag to select the area of the image you need to capture.
After taking a screenshot, find the image saved as a .png file on your desktop.

Method #2: Searching Via Page Source
If you want to save Instagram photos at the highest resolution possible, saving via your browser’s Page Source is your best option.
Here’s how it’s done:

Navigate to the Instagram photo you want to save in your browser.
Click the “…” at the top right of the photo.
Click ‘Copy Link’
Enter the link in your browser’s window and press Enter/Return
Access Chrome’s Page Source by clicking View > Developer > View Source in Chrome.

6. In the ‘View Source’ window pane, click CTRL + F (PC) or Command + F (Mac) and paste or type in “.jpg”7. The first URL to appear is usually the image you’re want to save (highlighted below). But you may need to employ trial and error.8. Copy and paste the URL into another tab/window to produce a window with the image.9. Right-click on the image and save it to your PC or Mac.

Method #3: Using Sked’s Chrome Extension
When you need to save Instagram photos to repost them for your user-generated content (UGC) campaign, the most efficient way to do so is using Sked Social’s Regram Chrome extension.
Sked Social Regram allows Sked Social users.
Follow these steps to start leveling up your regram skills:

After signing up for a Sked Social account or free trial, open your Chrome browser and download the extension here. (https://chrome.google.com/webstore/detail/sked-social-regram/ffgpobfpdejceccaekjgoohkbllpohcp?hl=en)
Click the ‘Add to Chrome’ button and approve any browser prompts.
Click the Sked Social Regram icon in your Chrome extension toolbar and sign in using your Sked Social account credentials.
Navigate to the Instagram image link you want to regram and click Sked’s Regram icon.
Enter your new caption in the caption box

6. If you wish, you can hide hashtags in the First Comment box.7. ‘Queue’, ‘Schedule’ or send your post to ‘Drafts’ automatically. Note: Before queuing your posts, be sure that your queue posts have been set up in Sked Social.
8. Click ‘Submit Post’
Besides this, you can also use the ‘Upload from Instagram URL’ option on Sked Social to regram images.
The Instagram scheduler Social Media Strategists trust
Plan & schedule your brand’s Instagram posts, Stories, videos and more.

Tag locations, users and products
Get hashtag recommendations
Collaborate with clients & manage approvals

Method #4: Saving Your Own Instagram Photos
If you want to save your own Instagram photos to your PC or Mac, the process is simple and quick, but requires you to enable a feature within the Instagram app before posting.

Log in to your Instagram account from your mobile phone.
Tap on your user icon in the lower right corner.
Tap the hamburger icon in the top right corner.
Hit the Settings menu, in the lower right corner.
Click ‘Account’
Enable ‘Save Original Photos’ by toggling the option to the right.

Enabling this feature automatically saves every photo to your phone in a separate album named, ‘Instagram’.
Over to You
If you want to learn how to save Instagram photos on PC or Mac, you’re not alone! From UGC campaigns to shoutouts or just plain-simple inspiration, the methods discussed above put you on the right track for success.

How to Execute a Successful Link Building Campaign

What is Link Building?
Link building refers to the process of actively increasing the number of links to your website, generally because you’re trying to improve your search engine ranking, or spread the word about your business. It uses assets you create and host on your website to acquire the links – whether that’s an ebook, white paper, case study, infographic, or another helpful resource. You also need to be aware that quality and authoritative links help, but your rankings could suffer from Toxic or malicious links.

Link building takes time and effort, and Google wants to see those links come in naturally over time. Black hat SEOs often turn to buy links, which is a huge no-no to try to cut out the hard work involved in proper link building. While it may help increase ranking temporarily, it always comes back to bite you in the end. But, do it right, and your efforts will pay off tremendously.
Designing Your Link Building Campaign
As tempting as it may be to go out and start asking people to link to your content that’s not an effective way to accomplish it, and will more often than not be a gigantic waste of your time. Approaching it systematically with a clear plan in place will take longer, of course, but it will yield a much higher ROI.
Set Your Goals
Knowing the goals, you’re trying to accomplish with the link building campaign will help you devise the best possible strategy to help you reach those goals. Whatever your goal with the campaign is, it should tie into your overall business goals. If your goal is to build ten links – that’s not a good goal to hit if building those ten links won’t affect the overall success of your business.
Sure, you have a goal to build quality links, the more authoritative links, the better, because those play such a significant role in search engine rankings. But, because link building won’t make you overnight success and impacts aren’t instant, you need more reasonable goals than “Build 100 links.”
Developing Your Assets
Your assets are what you will use to attract and earn the links. What works for you will vary from business to business and from industry to industry. An excellent way to think about it is what you can use to hook people? What will make them care about you and what you have to offer? The most common asset is content, but others include data, products, services, and people. Regardless of which assets you want to use, they need to be created to serve the audience you’re trying to attract.
Think about what kinds of links you need to get. Options include:

Homepage links
Links to deep pages within your site
Links that contain your brand or company name
Links that contain keywords you’re targeting

To figure out which ones you need, begin with a detailed link analysis on your current website. Also, take a look at how you’re ranking for specific keywords compared to your competition. Use Open Site Explorer for this analysis, so you know what your link profile looks like at the start. It can help you identify opportunities for improvement, which may help guide you in asset creation or help you see current assets you can use to attract links.
Finding Link Targets
Think about the type of people you should contact, because you don’t want to waste energy on those who wouldn’t be interested in your content. Randomly reaching people will lead to a lower response rate and a hit on your reputation.
Before you start your link building campaign, at least have a rough idea of who you think will care about what you’re doing. Who will care enough to link to it? That’s what matters.
Let’s say you’re putting together a piece of content called, “The Stress-Free Guide to Holiday Meals with Family and Friends” because you know how much people enjoy eating the holiday meals, but stress out about making them or hosting the gatherings.
Who would be interested in this guide?

Food bloggers: They make a habit of sharing recipes with their audience all the time!
Parent bloggers: They know how stressful it can be managing a household with littles running around, and are usually willing to receive stress-reduction and time-saving tips.
Recipe sites: They’re willing to share anything that contains fantastic recipes!

Now that we know who we’re after, it’s time to dig a bit deeper to find them.
Locate Blogger Lists with Google
Search “list of food bloggers,” “list of parent bloggers,” and “list of recipe sites,” and you’ll find no shortage of lists to work through, where someone has already done the hard work of putting together the list.
Use a tool like a Scraper to grab all the URLs from the page. Put them in a spreadsheet for later, and then use URL opener to open all of them with a single click. This way, you can look at them to make sure they are relevant to your content and locate contact information.
Harness the Power of Twitter
You can search Twitter for lists of bloggers and influencers, but you can also use a third party tool, Followerwonk, to search bios. Search again for food blogger, parent blogger, or recipe site, to find Twitter users to connect to. Download your results to a spreadsheet, and you’ll be able to find the websites associated with those people to include in your list.
Researching Link Targets
At this point, you want to do a bit more research on the people you’re targeting. Look at their social media profiles to see what they’re sharing, to make sure they’re still active, and whether they only promote their content or include others, too.
As you go through their websites, take notes of what they’ve shared and what interests them, so you can use it to craft a personalized pitch to them when you contact them later. Using a generic approach shows the person you don’t care about what they have to offer you – and you haven’t’ done your homework. It’s the quickest way to get ignored.
Next, look for contact details for the websites you find relevant. Check the header and footer for a link to a contact page, or an about page that often lists contact details. You can use the ToutApp Chrome plugin to highlight email addresses on the page for you.
Prioritizing Link Targets
Once you have your list of link targets, it’s time to group them by priority so that you can customize your messages accordingly. You can prioritize them any number of ways. However, you feel it is most appropriate for you.

By blogger influence, for example, the number of social media followers on Twitter, Instagram, or Facebook
By likelihood of linking, for example, food bloggers compared to parent bloggers
By domain metrics, for example, domain authority

Outreach
Now it’s time to start talking to people about your campaign. Begin with your high-level targets because they can get you good results if they respond. And, you can use them later for social proof when you reach out to the smaller websites. If smaller sites seen other influencers have picked up on your content, they will be more open to sharing your content when you contact them.
Remember, you’re contacting a real person, so craft your pitches with the information you noted in your research. Call out particular content you like that they created and shared. Focus on real conversation and prove to them the value your content will offer them. They don’t owe you anything, and you’re asking them for a favor. Keep the message short and sweet, but detailed enough to show them why they need to care, and what action you want them to take. Offer to write the content for them, because they may like your content but not have enough time to write about it. However, save that last bit for the most significant influencers because it will require additional time and resources on your part – so it’s not something you want to offer everyone.
Personalize the message with their name, a good subject line, something specific about their work, and a proper email signature. If you come off as a spammer, this and any future attempts to connect will be ignored.
Follow Up
If you don’t hear from someone after that first email, it’s okay. People get busy, and the more popular bloggers and influencers will get lots of emails like this every day. It’s okay to follow up once if you don’t get a reply the first time. This reinforces the fact that you’re a real person and not a spammer using automated software to make contact.
Keep your outreach organized so you can tell who you need to follow up with and when. You can track replies in a CRM or a standard spreadsheet.
If you get negative responses, it can be discouraging, but you should always take the time to reply instead of ignoring it. This builds a relationship because you never know when you could have a better opportunity to work with this person again in the future. Get as much feedback and information as possible so you can use to improve future campaigns.
Tips for Link Building Campaigns
Guest Blog for Other Websites in Your Niche
The author byline is a great way to get links and build your brand back to your site and encourages people who like your work to go back there to learn more about you. You want to guest post on high quality, high profile websites, though, because those are the ones that are going to do the most work for you. If you’re blogging on sites with no authority or traffic, then it’s not going to do you any good.
Find sites in your niche that allow for guest posting, by going to Google and searching “write for us” or “contribute” with your niche keywords. Sites like SEMRush, Search Engine Journal, and Entrepreneur are great for those in the SEO, Online Marketing, or Business niches. Every niche has high powered and respected publications, but you can also find Medium publications that accept contributions if you’re looking for something a little different.
Make Use of Broken Links When Link Building
Prospecting for broken links is an excellent way to connect with people. If you find a broken link on someone’s website that your content could be a viable replacement for, then you have a way to provide mutual benefit.
Use a tool like Check My Links to find broken links and email the site owners to let them know you found a broken link on their site. They’ll likely be thankful you spotted something for them, and you can casually mention you have a link they could replace it with.
Take your time with link building and remember you need different domains in your link profile, too. If your main competition has 1,000 referring domains, you need at least 1,001 to be able to have a shot at competing. You never know what kind of ongoing link building efforts they have, so you should never really stop trying to build links.

5 Actionable Marketing Tips to Beat Your Competitors on Facebook

Facebook is one of the largest social media platforms in the world, and it attracts numerous businesses and marketers who want to market their products to Facebook’s massive user base.
As of 1Q19, Facebook had over 1.5 billion daily active users globally. This is a massive user base that no marketer can choose to ignore. So, if you’re not yet marketing on Facebook, the cost of missing this opportunity is just too high.
And even if you are already marketing on Facebook, it is not easy to compete with other marketers. Because there is no shortage of businesses trying to attract the same audience that you are.
That’s where these expert Facebook marketing tips can help you. These 5 actionable tips can help you stand out among your competitors and effectively target your intended audience.
Tip #1. Create a Facebook Business Page and Optimize it
If you want to promote your business on Facebook, the first thing that you need is a business page. You can’t just promote your business from a personal profile.
Moreover, a Facebook business page has its own set of advantages that can help you promote your business. It not only represents your brand but also provides a way for your audience to like and follow your page. Then they can receive updates from your page in their news feeds.
Having a business page also gives you access to Facebook advanced analytics tools, which you can leverage to track your performance.
Once you’ve created a page, you need to modify the URL to make it easy to remember, so that people can easily find your page. Take the example of HubSpot who have a simple and easy-to-remember URL: https://www.facebook.com/hubspot.
The next step is to optimize your Facebook business page to get maximum visibility and engagement.
Here are some ways you can do so:

Provide accurate and up-to-date information on your profile, especially the contact details.
Use a high-quality and relevant profile and cover photo.
Use relevant keywords throughout your page content.
Use the “About Us” section to tell your story and provide all necessary information about your business.

Your Facebook business page is like a second homepage for you and often gives people the first impression of your brand. So, make it relevant and engaging.
Tip #2. Leverage Native Video Content
Native video content on Facebook is one of the most effective types of content that you can use for your Facebook marketing. Native videos get more engagement and views than any other type of content on Facebook.
A recent study analyzed over 187,000 Facebook pages and 7.5 million posts. They found that native videos get 168% more interactions (reactions, comments, and shares) than YouTube videos.

Moreover, Facebook users watch over 100 million hours of video per day. So, if you can only post one type of content on Facebook, it needs to be video content.
Here are some best practices for posting Facebook videos that will further boost your marketing performance:

85% of Facebook users watch videos with the sound off, so use captions for all your videos.
Set your video settings to prevent auto-sound-on as that may annoy some viewers.
Use the Facebook Live feature to stream live videos directly from your mobile phone.
Post live Q&A or tutorial type videos as they get higher engagement.
Focus on making your videos engaging and relevant, rather than promotional.

Tip #3. Use Facebook Advertising
If you’re not using Facebook ads yet, then you are missing out on a huge marketing opportunity. Facebook ads provide very precise audience targeting options and can help you reach your intended audience with ease.
For Facebook ads, like any other ads, you will need to target relevant keywords and audiences. To get keyword suggestions, you can use a tool like SpyFu. It can help you find and select the best keywords for your ad campaigns.
To help you target the right audiences, Facebook provides advanced ad targeting options. Here are two such targeting tactics that you can use to run successful ads and beat your competitors:
Lookalike Audiences
This is a useful feature that allows you to target an audience that exactly mirrors the demographics and psychographics of a source audience.
So, the trick is to select a high-intent conversion page like your shopping cart confirmation page as your source audience. You can also use your existing customer lists to create your source audience.
Once you enter the source audience just add a location and create a lookalike audience that mirrors the source audience. Facebook will immediately tell you the audience size for this lookalike audience.

Target Competitors’ Audience
Another way to target the most relevant audience for your Facebook ads is to use interest-based targeting. Since interest is usually determined by the type of pages liked on Facebook, you can add a filter to target people who like your competitors’ pages.
If these people are interested in your competitors’ pages, they will most likely be relevant for you as well. And, you can further refine your selection by selecting geography on top of interest-based targeting.
Tip #4. Spy on Your Competitors
If you want to beat your competitors on Facebook, then you must first know what they are doing. And, there are various ways in which you can do that on Facebook.
Here are some of the ways in which you can learn about your competitors’ Facebook marketing strategies:

Visit their business pages and check their messenger bots’ response time. You can also interact with it to check out their messenger bot marketing strategies.
You can see all of the ads each of your competitors is running, across locations, from the “info and ads” tab on their business page.You can select the “global ads” option to see all their ads globally. This way, you can see the kind of ads they are running and take inspiration from there.
You can also learn about your competitors’ customer complaint resolution strategies by checking their conversation threads. Look for the ones where people have asked a question or made a complaint and see how they respond to it.
You can simply scan your competitors’ Facebook pages to see their messaging strategies, frequency of posting, and types of content posted.

Tip #5. Post at the Right Times
Every social media platform has certain times when their users are most active. Knowing the right times and days to post can play an important role in deciding how much engagement you get.
According to a study by Sprout Social, the best time to post on Facebook is between 9am and 3pm on weekdays.

Surprisingly enough, people spend more time on Facebook during the weekdays than they do on weekends. And the highest engagement rates are seen on Wednesday and Thursday during the above-mentioned (9am to 3pm) time period.
So, leverage these insights and share your Facebook posts at the right times, to get the maximum engagement.
Conclusion
These are some of the most effective Facebook marketing tips that you can start using right now. Leverage these tips to ace your Facebook marketing and beat your competitors.
Do you know of any other Facebook marketing tips that have worked for you? Please share them with us in the comments section.

How to Build Backlinks the Right Way

Link building is the process of gaining new backlinks to your site through social sharing, content creation, public relations, promotion, and outreach.
The purpose of link building is to improve the reach and footprint of your site by appearing on topically relevant and authoritative sites. This brings traffic from the site where the link that was built, as well as improves your site’s authority by association.
TL;DR: When other websites link to your website, it helps your SEO.
Link building can be as simple as sending a message to a blogger asking them to share a topically-relevant page with their audience, or as complex as building a 100-page guide that gets shared all over social media and industry sites. Let’s take a look at what link building is, some approaches to building quality links, and some pitfalls to avoid.

What is a backlink?
A backlink is a link that exists on another website and leads back to your site. All backlinks (and all links in general) have 4 parts, which help the reader and search engine answer 4 distinct questions:

Anchor text, the text that is clickable and, hopefully, gives the user some context around what they’re about to click.
URL, or the destination the visitor will go when the link is clicked, is where you want people to visit.
Linking Page is the referrer, which describes who is sending you to the URL
Context is why the link is on this particular page.

Here’s an example, showing all 4 parts of a link, as you would encounter them on a web page.

The Anchor Text reads “CDC’s Tips From Former Smokers national tobacco education campaign”, which describes what to expect when you click the link.
The URL of the link is http://www.cdc.gov/tobacco/campaign/tips/about/campaign-overview.html
The Linking Page is the Tobacco Prevalence Among Low Income Individuals page.
The Context of the link is that it helps readers find more information on tobacco cessation campaigns, by linking to a more authoritative site on the subject.

The copy and links make sense to the reader, and anyone who clicks any of the links knows what to expect. This page is on a reputable site, linking to another reputable site, is well cited, and has measurable value to both a reader & a search engine, thus tends to perform well in search.
Now, here’s an example of the opposite — low-quality links embedded in spammy text.
The anchor text consists of short, specific keywords, the copy is unintelligible to a human reader, and the URLs all point to the same keyword-heavy domain name. This type of link spam is easily caught by most search engines, and the offending page is typically penalized or simply not included in the index. (That’s bad.)
Why are backlinks important?
Backlinks are considered a “vote of confidence” from one website to another, and pass authority from the referring site to the referred site. Pursue links from other reputable sites, such as newspapers, industry magazines, experts in your field, or other local or industry-specific webpages, and avoid building backlinks on low quality, spammy, or irrelevant sites.
A great backlink profile, with links from a myriad of trusted sites, will drive a site higher on the search engine results page, as search engines use backlink profiles as a way of determining the legitimacy of a website (or page). In short, backlinks tell Google’s algorithms that you’re for real and that you’re putting good content (not garbage) onto the Internet. So it wants to help more people find you.
How should I build links?
There are many different ways to earn and build quality backlinks to your site, so select link building tactics that match with your company goals and available resources. Here are a few suggestions to get you started:
Publish a case study
Explain how you helped a client solve a problem. Reach out to the company right after you publish, and ask them to share it on their blog, social media, or on their site. Most companies would love the opportunity to be featured, and would gladly oblige.
Publish a how-to guide
Teach others how to solve a problem in your industry. Promote it to an audience of people within your industry, and send it to industry bloggers, writers, and journalists.
Find broken links
Ideally, find them on an industry-relevant website, and message the webmaster. Suggest pages from your site instead.
Contribute to industry roundups
Try HARO requests and other requests for professional opinions. Often times, they include a link to your site for readers to find more information.
Be a resource for students
Looking for interns? Have a scholarship? Reach out to local universities and let them know about your program. They’ll be glad to post it in their student resources page.
Find niche / local directories
Submit your site manually. People use all sorts of resources to find new business, and being visible on high-quality and relevant directories will increase your chances of being found.
Appear in every relevant directory
Completely fill out your profiles on various industry sites. Include your link, phone number, descriptions, and any other relevant information. Many people neglect this step, which can be a great opportunity for visibility.
Answer questions on Q&A sites
We love sites like Quora. When people search for a problem they’re having, your answer is there, along with a link to find out more information.
Reach out to influencers
Focus on people discussing a topic in your industry. Many times, they’ll be glad to share your post with their audiences, if the content is worthwhile.
What linkbuilding approaches should I avoid?
Comment spam
Adding your link to the comments section of random sites will do little to help your business, and will hurt it in the long run. While the quantity of links can help a site, quality links do all the heavy lifting work. A link in a featured story from a great news site is worth millions of low-quality comment links. In addition, due to spammers overusing this approach, many comments automatically add no-follow tags to links, preventing them from benefiting your site at all.
Low-quality directories
There are services out there that will add your website to hundreds of directory sites. Most of these are low-quality rarely-visited websites, which do nothing to improve your own website’s visibility. While it may seem like a bargain, your funds would be better spent on:

Improving your local listings
Writing better content
Or even improving your website

Buying links
Buying links can often hurt your business. From the high cost, to the unknown placement, to a possible penalty, there’s very little to gain from purchasing links. In fact, we get asked this question so often, we have an entire post dedicated to why this is a terrible idea for any business.
Using link building software
Most of the link building software on the market simply finds sites with a specific keyword on it, and attempts to add a copied piece of text and a link in the comments. It’s no better than adding your links to random comments, as mentioned above, except with link building software, you can get penalized even faster.
Begging for links
Spamming webmasters or writers by asking them to link to your site is a fruitless, time-wasting activity. Unless you give them a great reason to include your link (content that can help their readers, reporting a bug, fixing a broken link on the site, etc) most will ignore your request, or report your email as spam, making it more difficult to reach out to others in the future. Try making a personal connection with the staff of an organization before you make a request from them.
Who are some link builders to follow?
While this post was meant to serve as a brief introduction to link building rather than an expository guide, there are a lot of great writers and marketers who focus solely on link building, if you are interested in diving deeper into the subject.
Jon Cooper is an SEO and Linkbuilder who runs HyperLynx media, a firm in Gainesville, FL (Go Gators!) that focuses exclusively on link building strategies and approaches. In his podcast, Jon discusses a number of easy to execute link building strategies you can put into place today.
Christoph Cemper is a link researcher, lecturer, and creator of Link Research Tools, a suite of tools designed to help companies make sense of their backlink data
Brian Dean runs an SEO firm focused solely on white-hat link building. He’s quite prolific, appearing often on SearchEngineLand, Moz, and his own popular blog Backlinko, where he frequently publishes long-form content, from lists of ranking factors, to case studies, to new link building strategies.
Dan Petrovic is an Australian SEO and lecturer, who conducts in-depth research into why we link to other websites and the value of organic link building, what he calls “link-earning”.

How to Get Found in Google Image Search

When most people think of image SEO, they’re only thinking about the alt tags. While those are important to SEO and accessibility, there’s much more work to do for image optimization to help you get more traffic. Here’s what you should be doing in addition to those alt tags.

Name Your Images Appropriately
Google says, “the file name can give Google clues about the subject matter of the image. For example, my-new-black-kitten.jpg is better than IMG00023.JPG.”
While Google’s Machine learning can do a lot to identify what’s in a photo, objects that look similar – say a block of butter compared to a block of cheese – can still trip it up. That’s why you should again be using descriptive names for your image files.
Use Descriptive Alt Text and Captions
The alt text describes an image and is what browsers show when someone uses a screen reader. It’s critical to have alt text for all your images not just for SEO, but also for 508 compliance.
Google’s official guidelines demonstrate what a reasonable alt tag looks like. Here’s what they say about writing them:
“Google uses alt text along with computer vision algorithms and the contents of the page to understand the subject matter of the image. […] When choosing alt text, focus on creating useful, information‐rich content that uses keywords appropriately and is in the context of the content of the page. Avoid filling alt attributes with keywords (keyword stuffing) as it results in negative user experience and may cause your site to be seen as spam.”
Pay Attention to File Type
The majority of images you see online are one of three file types: JPG (JPEG), GIF, and PNG. Each uses a different compression method, meaning the file sizes between them can vary drastically. That’s important because images are often the most significant part of your page’s overall size, which makes pages slow to load.
Page load time is one of the critical ranking factors for both desktop and mobile. You must choose the most appropriate file type for each image – the one that offers the best compression with the least impact on photo quality.
Take a look at the image below to see a comparison of the same image in the three main formats – in a 640×246 size. A larger image size would result in even larger file size.

JPG is the clear winner here, but that doesn’t mean it’s always the best choice. PNG is better for images that are screenshots, illustrations, anything with text, while JPG is the best for photographs, and GIF is best for moving images.
Compress Your Images
Now that you know how to choose the right file type for your images, it’s time to get their file sizes down a bit more, using an image compression tool. There are several to choose from, including TinyJPG/TinyPNG, Compressor.io, and CompressJPEG/CompressPNG.
We used Compressor.io to compress the same images as in the collage above since it also supports GIF and SVG. Here’s the result.

There’s no noticeable difference in terms of image quality, and yet there is a remarkable difference in the file size. Since file size affects load time, it’s essential to get it as small as you can without sacrificing quality, especially if you have image-heavy pages on your website.
If you need more help, check out the extensive documentation from Google on image optimization. They say you shouldn’t be afraid to turn down the quality because the visual results aren’t generally affected much, but the file size savings are significant enough to justify it.
Create an Image Sitemap
Why? Because Google says, you should. “Images are an important source of information about the content on your site. You can give Google additional details about your images, and provide the URL of images we might not otherwise discover by adding information to an image sitemap.”

Source: Google Search Console Help
The good news is, if you’re using WordPress and Yoast SEO, images are added to your sitemap automatically, even for the sites with media pages set to noindex – the default setting in the latest version of Yoast. But, Yoast only includes the required tags, so if you add captions in WordPress, you’ll need to include those yourself manually in your sitemap.
Use Responsive Images
Your site needs to be responsive for any size screen, so your images need to be too. If you have a 720 px wide image on your website that loads on a 320 px widescreen, the browser still has to load the larger image. Essentially, you’re slowing download time, which negatively affects your SEO. Use the srcset HTML syntax to tell the browser to load different versions of the image for different resolutions.
WordPress, for 4.4 and higher, which everyone should be on now, takes care of this for you automatically, for every image you upload, and adds scrset automatically. With each image upload you’ll get:

Thumbnail: A square crop (150px by 150px).
Medium: Resized so that the longest side is 300 pixels wide or high.
Medium Large: Resized to 768 pixels wide.
Large: Resized so that the longest side is 1024 pixels wide or high.
Full: Original image.

Use Schema Markup
If you’ve got recipes, products, or videos, you should be using schema markup, also known as structured data, to tell Google that. The more info you give Google, the better they will be able to rank your site in the long run.
Image SEO is relatively complex, but reading through the Google documentation on it is time-consuming. These highlights here can help you get started. But remember, no amount of SEO will ever replace a quality user experience. This means choosing high-quality stock photos or creating your photos, making it easy to expand product images, and more.

Google’s NEW Gallery Ads: Everything You Need to Know

Pop quiz, y’all: Which Google Ads network enables you to build your brand with compelling visual imagery—search or display?
Trick question! Although the Display Network is generally considered the hub of visual-based advertising in the Google Ads universe—I’m conveniently disregarding Shopping for the moment—this year’s Google Marketing Live keynote included the announcement of gallery ads.

Whether you’re aiming to drive sales or generate leads, gallery ads—by combining the intent of search with the creative of display—are poised to deliver some serious returns for your business once they fully roll out later this year.
So let’s dive deeper. By the end of this blog post, you’ll know:

What gallery ads are
What they’re designed to accomplish
Who can benefit from using them
Why you should be excited about them

What are gallery ads?
Introduced by Google’s own Sissie Hsiao, VP of Product Management in the Mobile App Advertising department, gallery ads are interactive ads that sit at the top of the mobile SERP. Underneath a standard text headline and a display URL, they feature swipeable image carousels—much like the ones users often see in their Facebook and Instagram feeds.

Via Google.
In addition to the ad’s headline, each individual image is accompanied by a tagline. The headline (which, as always, directs people to your landing page) remains at the top of the screen as the user swipes through your carousel. You can include a minimum of four images and a maximum of eight, and each tagline caps at 70 characters. Best of all, because you’re allowed to write up to three unique headlines, you can test all kinds of combinations of different value propositions and CTAs.
As far as performance goes, early testing shows that gallery ads drive 25% more engagement (as measured by clicks and swipes) than standard text ads do.
What are gallery ads designed to accomplish?
In short: to more effectively communicate the value of your business.
People—smartphone users in particular—turn to Google for information. When we have problems or desires, we use Google to learn more about the products and services that can help us. Whether you’re a hungover college kid looking for the best breakfast sandwich in town or an overworked business owner searching for an online advertising management software, it’s more than likely that you’re consulting Google for help.
As marketers, we buy real estate on the SERP so we can be there to offer solutions to our prospects. The key to driving returns on that ad spend, of course, is communicating the value our products and services can deliver.
Alone, words are pretty good at communicating value. Paired with images, they’re even better.

Snooooooze.
Take another look at that Devour ad and imagine the image has been replaced with a description. Although it certainly wouldn’t be a bad ad, it wouldn’t be nearly as effective. Why? Because the image of cajun-style alfredo with chicken and sausage does a really good job of letting people know our products taste great and satisfy your hunger.
This applies throughout the marketing funnel, too. If you saw that Devour ad at the very beginning of your customer journey, it would probably leave a strong impression on you. If you saw it near the end of your customer journey, the enticing pictures might be enough to close the deal.
Now that we know what gallery ads are meant to accomplish, let’s talk about who they’re meant to accomplish it for.
Who can benefit from using gallery ads?
Although my knee-jerk reaction was that gallery ads were designed with consumer brands in mind, I’m confident both B2C and B2B companies can make effective use of them. Let’s start with B2C. Restaurants, gyms, hotels, car dealers, travel agencies, spas—if you sell something that lends itself naturally to visual images, you should give gallery ads a shot. With the ability to showcase several products, services, or experiences—or several features of a particular product, service, or experience—within a single ad, you can make a seriously persuasive pitch.
(I’m hesitant to mention ecommerce businesses. Product-oriented search queries will almost always trigger Shopping ads, which, as we know, dominate mobile phone screens.)
As an example, let’s say you work for a travel agency and you’re advertising Caribbean resorts. In order to drive high-funnel mobile traffic to your website, you could create an ad group with a couple gallery ads and keywords along the lines of “tropical vacation,” “Caribbean destinations,” and “Dominican resorts.” How could a prospective traveler looking for inspiration resist a carousel of your best offerings? Sure—they’re far from converting. But that’s a hell of a way to make a first impression.

This is a great ad, but picture it with images of Punta Cana resorts …
Let’s move on to B2B—the less obvious benefactors of gallery ads. If you’re selling a software solution or digital marketing services, it probably doesn’t seem like you have anything to gain from an image-heavy ad format. I tend to disagree. Rather than thinking in terms of products or services, think instead in terms of processes. Gallery ads present an awesome opportunity to illustrate the victories you enable your customers to achieve.
For example, imagine you’re in charge of the paid search efforts at a SaaS company that helps small businesses build landing pages for their ad campaigns. As impeccable and intuitive as your UI may be, screenshots of it probably won’t make for the most appealing ad. Alternatively, illustrated representations of the different benefits you provide—better Quality Scores, higher conversion rates, lower CPA—could go a long way towards communicating the value of your product and branding your business as a friendly resource.
Whether you’re in B2C or B2B, you still may not be sold on gallery ads. Let’s chip away at that skepticism.
Why should you be excited about gallery ads?
Let’s shift from marketing to neuroscience for a moment. Take a look at these six statistics:

The human brain processes imagery 60,000 times faster than text.
People form first impressions within 50 milliseconds …
… and process images in 13 milliseconds.
Consumers are more likely to retain content that incorporates visual imagery.
55% of millennials say visuals are the most important part of shopping on mobile.
People remember 80% of what they see vs. 20% of what they read.

Quite simply, gallery ads are promising because imagery is harder-hitting and more memorable than plain text. Forget about making a lasting impression on your prospects; with a standard text ad, you may not be making any impression at all. Get some visuals in the mix, however, and you have a better chance of grabbing attention and capturing mindshare.
Let’s shift back to marketing. The other reason you should feel confident about gallery ads is that a similar concept—the carousel ad—has proven to work on Facebook and Instagram. Take Designs by Juju, for example—a company of 12 people that sells embroidery designs. With a Facebook Ads campaign spearheaded by carousel ads, they achieved a 16x improvement in ROAS and exceeded their cost per purchase goal by a mile. Elsewhere, beach lifestyle brand City Beach used carousel ads to drive a 52% increase in ROAS and a 50% decrease in CPA.

Via Facebook.
Evidently, consumers respond to ads with swipeable image galleries. True—they use social media and search engines with completely different mindsets. But, then again, why wouldn’t the higher commercial intent of search amplify their interest?
Adopt gallery ads early!
In the increasingly competitive and saturated digital marketing landscape, it pays to get in on the next big thing early. Start creating gallery ads as soon as they’re available to you. The earlier you are, the greater the advantage you’ll hold over your competition. The worst case scenario is that they’re not as effective as you’d like them to be. If that’s how it pans out, you can always pause them and re-evaluate. Getting in early poses little risk but offers huge rewards. Although getting in late isn’t risky, per se, it’s certainly not rewarding, either. Good luck!

10 Tips to Run a Twitter Giveaway (To Get Maximum Engagement)

Twitter has over 326M monthly active users and is still one of the most popular social media platforms around.
If you’re looking for a way to build more engagement on your Twitter page and rake in some sales along the way, look no further.
A Twitter giveaway may be the answer to your problem.
And it’s a lot easier than you think. Giveaways encourage more sales, followers, and engagement.
In this article, I’ll show you ten tips to run a Twitter giveaway to get maximum engagement along the way.

Twitter Giveaway Tip #1: Choose a Giveaway Goal
Before starting any type of giveaway, it’s important that you have a goal in mind or you’ll end up with unwanted results while missing the ones you need.
Having a goal helps you to focus on how to get the most out of your giveaway and how to measure how successful your giveaway is.
Twitter giveaway goals might include:
*Gaining more Twitter followers *Getting more engagement on your posts. *Getting people to know about your product or services *Growing your email subscription list *Gaining more user-generated content (UGC)
Twitter Giveaway Tip #2: Choose The Type of Twitter Giveaway
There are five types of Twitter giveaways that are commonly used. Each method is a great way to get a large amount of engagement if done right.
1. Retweet Giveaway:
For this giveaway, you can ask people to retweet your tweet to enter to win the giveaway. Taking it a step further you can also host a giveaway and ask people to retweet your tweet. The person with the most retweets of your post wins.
2. Replies:
This method is similar to an Instagram caption or comment entry method. Ask people to reply to your tweet to enter your giveaway.
3. Mention + Hashtag:
Ask people to enter your Twitter giveaway by mentioning and using a branded hashtag. This method is a great way of growing your brand’s hashtag popularity.
4. Use a Landing Page/Website:
Require persons to click a link to a landing page or website to enter your giveaway. This method is the most preferred by brands because it’s easier to track and you’re able to gain data for a higher chance of converting participants into paying customers.
With Wishpond’s landing page builder it easy to get more leads from your twitter giveaway. Take a look at Bumpboxx giveaway landing page.

5. Followers:
One of the easiest entry methods is to ask people to follow your Twitter account to enter to win your giveaway. The only con is that it’s a bit hard to track and separate your organic followers from your giveaway followers. I’d advise combining this method with any of the four listed above for better engagement for your Twitter page.
Twitter Giveaway Tip #3: Keep Your Giveaway Copy Short & Sweet
Since 2017 Twitter has doubled it’s character count from 140 to 280, but that doesn’t mean that you have to use all 280 characters. Unlike Facebook and Instagram long captions aren’t as welcomed on Twitter. In fact, according to data from Buddy Media, Tweets with 100 characters get 17% higher engagement rates than longer ones.
If you’re thinking” 100 characters are pretty short,” you’re right. It’s very short, but it means that you’ll have to write to the point, you only have a few seconds to capture your reader’s attention. In my opinion, try to use 100-140 characters and let your giveaway image do the talking.
Pro Tip: Use buzzword or power words in your Twitter giveaway caption. When you use power words in your caption your able to peak your viewer’s interest, which means they’re more likely to click and enter your giveaway. It’s also important to avoid using clickbait words unless you want to be marked as a spammer.
Twitter Giveaway Tip #4: Use A Branded Twitter Giveaway Hashtag
Earlier we spoke about how using hashtag can help you to measure your engagement and grow your brand’s popularity. In fact, tweets that include hashtags are 33% more likely to be retweeted than those without hashtags.
Adespresso analyzed 23,858 tweets and found that higher performing tweets contained two hashtags for higher engagement value. At the same time, they also found that using more hashtags in your tweets won’t increase the engagement rate. So it’s best to stick to a 1-2 hashtag rule for your Twitter giveaway.
Now that we know why using a hashtag for your Twitter giveaway is important, it’s time to create a branded hashtag.
Create a brand hashtag that is unique to your company. If it’s too generic it can easily be confused with another brand or topic. If your company name is common, it’s best to choose a different hashtag name. Your hashtag can be a slogan, event or holiday. For example, Nike uses the #justdoit instead of their name.

If you’re ready to tap into the power of hashtags here are3 Key Hashtag Strategies: How to Market your Business & Content you can try today.
Twitter Giveaway Tip #5: Bring it to life with a photo, GIF or video
Brandwatch reported that tweets with images are 34% more likely to get retweeted than tweets with no pictures. They’ll also receive 18% more click-throughs, 89% more likes, and 150% more retweets.
So needless to say, adding an image to your giveaway tweet sounds like a critical ingredient to increase engagement and success.
We already talked about how important it was for your tweet to be 100-140 characters, but with a photo or a video, you can add more information and allow your brand’s voice to shine through.
Six Giveaway Image Guidelines

Captivating image or video: The image needs to stop your readers from scrolling and draw their attention to your giveaway. Try to use bright images.
State or Add an image of the prize: People are more likely to enter your giveaway when they can see the prize they’re going to win (make-up, food, products) or the lifestyle around the giveaway prize (someone on vacation for a cruise giveaway, people shopping for a free shopping spree).
Match the landing page: If you’re using a landing page for your giveaway, the look and feel of your giveaway image should match your landing page. We see colors before we see words, so if people feel that the landing page and giveaway image don’t match up, it can make them less susceptible to enter it.
Follow Facebook’s 20/80 Rule: Following Facebook’s 20% text and 80% image rule when it comes to ads or giveaway helps you to promote your ad effectively without making your image look too crowded or hard to read. People need to take a quick look at your image and know what it’s about without thinking too much.
Add Your Logo or Branded Hashtag: Twitter is a messy web of tweets. It’s easy to get lost or find an image with little to no information. Adding your logo or branded hashtags helps readers who’ve probably seen a retweet of your image without any context to find you and enter your giveaway without much effort.
Use the Right Size Image: I’d recommended that your twitter image be 1024 x 512 pixels. Yes, you can use an Instagram sized image, but it’s better to stick to this size because it fits the platform better. If you need help creating a Twitter-sized graphic for your giveaway you can use free tools like Canva.

Twitter Giveaway Tip #6: Write Clear Instructions & a Strong Call-to-Action
Write Clear Giveaway Instructions
If you want to have a successful giveaway, you need to give your followers clear and precise instructions. If participants have to take multiple steps to enter, be sure to make the instructions as simple as possible.
Giveaway instructions aren’t just for your Twitter followers, but to prevent any misunderstandings or legal actions that might be taken against you. Writing instructions may seem a bit tedious but it increases engagement and reduces the likelihood of user errors which might cause trouble down the road.
If you need to use detailed instructions you can use your Facebook page or website as a landing page so readers can click and see the details.
Forever21 posted their detailed contest rules on Facebook.

Twitter Giveaway Example: OFRA Cosmetics

#GIVEAWAY ALERT In honor of #OFRAxTaliaMar launch on 4/30 we wanted to do a giveaway featuring @TaliaMar ‘s OFRA favs
THREE winners will win all these products
To enter:1. Follow us & @TaliaMar2. Retweet & Tag a friend 3. Winners announced Monday 4/29 at 3:00pm EDT pic.twitter.com/5VspyV33Gq
— OFRA Cosmetics (@OFRACosmetics) April 26, 2019

Write a Strong Call-to-Action (CTA)
CTA’s (Call-to-actions) should be front row and center so that your readers know what to do and where to click to enter your giveaway.
Your CTA should have a clear meaning, even if a visitor has only skimmed your page, for example “Click here to enter”, “retweet to win”.
Twitter Giveaway Example:Splat Kid TV

#GIVEAWAY TIME We have 10 packs of Eugy models to give away to 5 lucky winners courtesy of @BrainstormLtd. For your chance to #win follow us and @BrainstormLtd, RT and let us know which is your fave Eugy model #competition winners revealed 11.05.19! UK ONLY. pic.twitter.com/mGrbXyYC0c
— Splat Kids TV (@splatkidsTV) April 28, 2019

If you need some help coming up with actionable CTA’s here are 25 proven call-to-action words to maximize conversions.
Maybe you’re already using a CTA’s on your Twitter giveaway but not getting enough giveaway entries? You might be making some of the 7 CTA mistakes that are killing your conversion rates
Pro Tip: Postcron found that if you put your URL in the middle of your tweet, you are 26% more likely to get retweeted or clicked on rather than putting it at the beginning or end. So try doing this for your Twitter giveaway.
Twitter Giveaway Tip #7: Include the Start and End Dates of the Giveaway
When you’re hosting a giveaway, you have to let people know how long your giveaway is going to run. Participants need to know how many days they have to enter and when the giveaway ends.
The last thing you want is someone entering to win your giveaway that ended weeks ago!
If you’ve already used up all your tweet characters, you can place the start and end dates on your landing page or in your giveaway image details.
Twitter Giveaway Example: 4T Medical Ltd

★COMPETITION★ Follow us and RT this post for a chance to #win a #YouWantMyLips Lip Enhancing Serum worth £23. Ends 30/04/19. UK only. #giveaway #competition pic.twitter.com/uHF2FMTBUz
— 4T Medical Ltd (@4Tmedical) April 28, 2019

Pro Tip: When you place a deadline on your giveaway it gives readers a sense of urgency to get your followers to participate and avoid missing out on your offer.
Twitter Giveaway Tip #8: Follow up with Replies and Reminders
Tweets have the shortest life spans on social media, unlike other platforms like Facebook and Instagram. A tweets lifespan can last between 5-30 minutes depending on how high your tweet engagement is at the time.
So how do you keep the engagement going on your Twitter giveaway?
Here are four ways to increase the lifespan of your giveaway tweet:

Send reminder tweets about your giveaway every other day or once a week (depending on the length of your giveaway) to remind people your giveaway is still on.
Reply to replies and retweets of your Twitter giveaway post. This helps with your engagement and allows readers to see that you’re active.
Pin your giveaway at the top of your page so that if anyone visits your profile, it’s the first tweet that they see.
Share your giveaway on your other social media platforms and website to get better awareness and giveaway entries.

If you’re not sure how to pin a tweet, here’s a step by step guide on how to pin a tweet on Twitter:

Open up your Twitter account.
Scroll down to the tweet you want to pin.
Click on the inverted triangle on the top corner of the right-hand side.
Choose the option “pin to your profile page.“Done.
You just pinned a tweet to the top of your profile page on Twitter.

Twitter Giveaway Tip #9: Announce Your Giveaway Winner
In your instructions or tweet, you should let participants know how you’ll be announcing your Twitter giveaway winner. You can choose a winner at random or persons with the most retweets or likes. Based on your entry method you should be able to figure out how best to select your giveaway winner.
Once you’ve selected your winner, you should contact them via email and social media; this is to ensure that the winner is aware that the contest over and that they’ve won the prize. After, you’ll need to tweet about it on your social media pages, so your followers know that you’ve selected a winner.
Twitter Giveaway Tip #10: Follow-Up After the Giveaway
After your giveaway is over you’ll have a set of new followers on your page. That means you’ll have to continue to engage them and convert them into buyers or loyal customers or they’ll unfollow and leave.
This means keeping your Twitter page active and encouraging more engagement. This could mean coming up with a content plan for your Twitter page to keep the momentum going, keep in mind you might want to avoid these nine common mistakes most brands make on Twitter.
Summary
Twitter giveaways are one of the best ways to generate leads, increase brand awareness, and boost sales for your business. Now that you’re ready to create a giveaway we can recap the following steps:

Choose a Giveaway Goal
Choose The Type of Twitter Giveaway
Keep Your Giveaway Copy Short & Sweet
Use A Branded Twitter Giveaway Hashtag
Bring it to life with a photo, GIF or video
Write Clear Instructions & a Strong Call-to-Action
Include the Start and End Dates of the Giveaway
Follow up with Replies and Reminders
Announce Your Giveaway Winner
Follow-Up After the Giveaway

I hope these tips helped. Have you ever ran a Twitter giveaway? Let me know how it went in the comments below!

Google Unveils New Look; Facebook Ad Targeting Weakens

Although it certainly felt like Google Marketing Live 2019 took over the online advertising world for a minute there, we’ve still got some important news to talk about. Here’s the latest from Facebook, Instagram, and—believe it or not—Google.
Google unveils new look for mobile search results
In order to free up space for more information and on-SERP action buttons, Google has unveiled their reimagination of the mobile search results. Take a look at the image Senior Interactions Designer Jamie Leach included in Wednesday’s announcement:

The new look is on the right. Via Google.
As you can see, the “Ad” indicator and the display URL—which often serves as crucial brand real estate—will move above the ad headline. Publisher names and icons will move above the headline in the organic results as well. Although the display URL we’ve come to know and love has certainly done a good job of presenting your brand name, the new look—rolling out in the coming days—makes sure to position it even more prominently.
Leach explains the motivation behind this reimagination at the end of his blog post:
“As we continue to make new content formats and useful actions available—from buying movie tickets to playing podcasts—this new design allows us to add more action buttons and helpful previews to search results cards.”
Translation: Google wants to give users the most seamless search experience possible. Whether you’re simply searching for information or deliberately looking to make a purchase, Google wants to erase as much pain from the process as possible—especially when you’re on mobile (see: the new gallery ad format coming to the SERP later this year).
Now, I know what’s coming to mind for many of you: traffic. After all, the more information Google scrapes from your site, the less necessary it is for users to click through. Although that’s valid cause for concern, I’ll say this: Google reducing friction does not equate to Google eliminating the need to visit your website. As you can see in this screenshot, one type of button Google is aiming to make room for is essentially the organic version of a sitelink extension:

Friction-reducing? Quite. Traffic-leeching? Hardly.
Shifting back to the paid side of things, the addition of new action buttons should do wonders for low-funnel search initiatives. Whether you’re trying to book appointments or drive sales, the erasure of steps required to secure a conversion is (almost) always a good thing.
Facebook’s transparency measures may affect targeting
In a recent blog post, Facebook announced the imminent roll out of a new tool that will enable users to see how advertisers are tracking them and—if they so choose—to take this ability away. As soon as a user disconnects their account from their online activity, Facebook will no longer be able to use this data when serving your ads.
For example, let’s say you’ve built a custom audience based on the people who’ve visited your product page within the past 30 days. Up until this point, you’ve been able to remarket to those site visitors with an offer for a free trial. Once Facebook rolls out this new tool to users, your prospects will have the opportunity to effectively remove themselves from that audience.

I think there are two things to keep in mind: (1) a lot of Facebook users won’t take advantage of this tool and (2) this is a good thing. As marketers, we should welcome improved privacy measures with open arms. The more secure people feel about the ways their personal data is being used, the more favorably they feel towards advertisements. As I mentioned in our recent round-up of Hero Conf 2019, Quora’s JD Prater shared the rather unsettling news that the general public perceives Congress more favorably than it does advertisers.
Evidently, we could use a bit of a boost in the court of public opinion. If this new tool works as it’s supposed to, all of us—consumers and marketers alike—will be better off for it.
Google discusses top 3 SEO ranking signals
Google Webmasters officially kicked off their new SEO Mythbusting series by publishing the inaugural episode on YouTube. After discussing the basics of search engines and crawling, the guest developer, Juan Herrera, asked Google’s Webmaster Trends Analyst, Martin Splitt, to name the top three things he should focus on to improve his organic search visibility.

Because that’s a fairly broad and challenging question, Splitt took a few minutes to articulate his answer. Here’s what he said in a nutshell:

Create relevant, useful content. No surprises here, really. Google has long said that publishing high-quality, helpful content is paramount to all other ranking signals. If you’re thoughtful about the keywords you target and the user intent behind those keywords, you’re in good shape.
Optimize your meta data. The meta data for a given page on your website includes things like the page title and the page description. When a user is looking at an organic search result, they’re seeing the publisher’s meta data. The blue hyperlinked text is the title; the text beneath that (often with parts of the search query in bold) is the description. Optimizing your meta data is a crucial part of letting both Google and users know what they can expect to find on your page.
Improve your site performance. Although “site performance” is pretty vague, we can infer that Splitt was referring to attributes like speed, security, and navigability. Beyond publishing relevant content that matches user intent, maintaining a fast, secure, and intuitive website is essential to your organic search visibility. After all, if you’re not delivering a quality experience to visitors, why would Google rank your site?

None of these signals are new or groundbreaking. However, it’s not often that we hear a Google employee clearly outline the factors that matter most to organic search performance. Make sure to check out the episode for yourself, and stay tuned for more great content!
Instagram redesigns the Explore tab
In order to incentivize users to adopt the properties it considers most valuable—IGTV, Shopping, and Stories—Instagram has redesigned the Explore tab. The section of the app that users turn to when they want to discover new content from people, brands, and content creators they don’t yet follow, Explore is used by the majority of Instagram accounts every month.
First things first—we’ve got a new top navigation bar. Links to IGTV and Shopping are pinned to the front and followed by interest-based categories like food, art, and travel.

Via Instagram.
Like I said—this redesign is Instagram’s not-so-subtle attempt to increase adoption of the features it desperately wants users to adopt. IGTV, like Watch on big brother Facebook, aims to keep people on the platform for longer periods of time—and away, of course, from video behemoth YouTube. Elsewhere, Shopping (otherwise known as Checkout on Instagram) is at the core of Instagram’s effort to make it as much an ecommerce platform as it is a social platform.
Additionally, the redesigned Explore grid will feature Stories content as well as News Feed content. As we’ve discussed repeatedly on the blog over the past few months, users’ news feeds—on both Instagram and Facebook—are saturated with ads. Because this saturation places a constraint on monetization, the continued profitability of the platforms depends on their ability to move users and advertisers en masse to other properties—including Stories.
If nothing else, the reimagination of the Explore tab gives us insight into Instagram’s priorities going forward. If you’ve got the resources, establishing a presence on IGTV, Shopping (currently unavailable to most advertisers), and/or Stories is a smart move.
Facebook stresses importance of valuable News Feed content
Just because the News Feed isn’t the way of the future doesn’t mean Facebook is forgetting about it altogether. Recently, the company has been surveying users to determine what makes for a good News Feed experience—in terms of both interpersonal content and branded content. Regarding the latter, the key takeaway seems to be the importance of value. In other words, the performance of your content in the News Feed depends on your ability to deliver valuable, relevant experiences. If that sounds familiar, that’s because it’s identical to the philosophy behind organic search performance.

As obvious as that may seem, it’s important to take note of Facebook’s increased efforts to eliminate (or at least disincentivize) spammy, self-serving content. In the past, you could get away with sharing content focused solely on driving site traffic or garnering user engagement. In fact, we still see this in practice when publishers encourage users to tag their friends in the comments section. Recently, Facebook has made it clear that blatant attempts to hack the News Feed algorithm will have an adverse effect on performance.
What does this mean for you? It means you need to be thoughtful about the News Feed content you’re sharing. Nail down what your audience truly needs or wants to consume and let that guide you going forward. Say you’re using Facebook to promote private piano lessons, for example. Rather than trying to reach as many people as possible with comment spam, create educational content (blog posts, tutorial videos, etc.) that teaches your followers new things about the piano. In the long run, doing so will prove far more effective and rewarding.

Grow Your Small Business: 10 Easy DIY Tips

Bootstrapping a business can be a daunting and challenging task. It takes a lot of hard work, drive, and courage to grow your small business from a starting enterprise to one bringing in, even, a five or six figure income.
While some small business owners work up to 10 hours a day, owning a business means sacrificing much of your time, especially when your business is just starting.
You need to take care of multiple things, like managing customers, completing invoices, marketing and managing your website, so potential customers can find you online.
The primary goal for any business is to be profitable. It is, then, important to use all possible means to ensure your business earns more and continues to grow. For that reason, we’re going to give you some easy and effective DIY tips to grow your small business.

1. Create a Mobile-Friendly Website
As a small business owner, you should be aware of the benefits of having a responsive, mobile-friendly website. As Google now prioritizes mobile websites, through mobile-first indexing, being see on phones and tablets can greatly help to increase your business’ reach.
Mobile searches have already surpassed desktop searches on leading search engines. This means most users interact with the internet from their phones. If your website isn’t designed for a mobile web experience, you’ll severely miss out on your largest source of traffic.
A business website that is well optimized for mobile use will increase its rank on search engines and have more opportunity to convert. Later on in this post, we’ll show you a tip how to increase your online, mobile presence with directories and Google My Business.
2. On-site Search Engine Optimization (SEO)
Any business, small or large, can compete for high rankings on search engines. This means, search engine optimization isn’t just for million-dollar enterprises. All you need is the right beginner SEO strategy, and you can start ranking alongside your competition. Follow our simple SEO checklist to get started.
Below, we’re going to tackle an advanced level SEO tactic. Make sure to read up on the basics of SEO before you continue.
For those of you who are up to speed, we’re going to look at the Google Search Console (GSC). The GSC is a powerful tool you can use to measure your on-site SEO and more. We’ll be focusing on showing you which keywords are working to drive traffic to your website.
First, you have to verify your website. Go to Google Search Console and enter the domain or URL for your website. If you choose to enter your website under the “Domain” section, your website’s domain and sub-domains will coalesce into one account. If you want to view your domain and sub-domains separately, enter them individually in the ‘URL prefix” section.

Once you’ve finished entering your domain property or URL prefix property, click continue, and you’ll receive a notification to verify.

You’ll be presented with a verification code you can copy and paste into your DNS record.
In order to access your DNS record, you will need to go to your registrar and enter the TXT record the same as you would an A Record or CNAME.
After you’ve setup Google Search Console and it verifies, you’ll begin to see your website traffic. This can take anywhere from a day to a week.
Now, you’re ready to start overhauling your SEO by looking for opportunities to create new landing pages or edit existing pages.
Since we’re interested in optimizing on-site SEO, we want to check our website’s performance. In the left side menu of GSC, you’ll see a “Performance” tab. Click it and you’ll be presented with an overview.

You’ll see four categories. These are total clicks, total impressions, average click-through-rate (CTR), and average position. These are important to understand which queries can bring you increased traffic. Don’t focus on clicks as much as impressions and positions. As a rule of thumb, clicks will follow from better impressions and higher position.
Starting with “Queries,” you can find which keywords that are bringing you direct searches. Your branded keywords will always be the most effective; however, if you expand your results, you’ll see non-branded keywords you can create landing pages for.

Here, we can see the “design agency” query has a decent position, good impressions, but little clicks. We can take this opportunity to create a landing page targeting this search query in order to increase the amount of traffic we can drive to our website.
Beside the “Queries” tab, you have “Pages.” Here, you can see your best and worst performing pages. Let’s take a look at our “SEO Checklist for Your New Website.”

We can see the clicks it receives and the position it has aren’t great; however, it receives a lot of impressions. If we click it and go to the “Queries” tab, we can see the keywords it ranks for.

Just by taking a quick look at the ranking keywords, it’s clear there’s already an opportunity to improve the page by adding the outlined keyword phrases to it. They have three to six times more impressions over other keywords. By including more of these keyword phrases and phrases related to them receiving impressions, you can increase your number of on-page views.
In addition to revamping pages, if you find a keyword phrase that receives a good amount of impressions, you can create an entire new page of content targeting the keyword.
By finding the appropriate niche market for your brand and focusing on specific keywords or phrases, even the smallest business can easily increase their ranking on search engines and compete with large brands.
3. Create a Welcome Email Series
Create a welcome email series to capture the attention, and possibly the hearts, of new visitors.
Welcome emails are going to be one of the most important emails you send to customers. According to WordStream, welcome emails, on average, have 4x the open rate and 5x the click-through rate over any promotional email.
Understanding this, you have an opportunity to create a connection with your audience immediately. Do so by sending a series of emails in the welcoming phase, when audiences are new and most receptive to your emails.
Welcome Email

The first email you send to new subscribers should introduce who you are as a business, your unique brand voice, and why customers should be excited.
The first step is to provide subscribers with your brand story. Stories are the easiest way to capture an audience’s attention. As humans, we’re programmed to understand information through narrative, so flesh out your brand’s journey, goal, and its uniqueness in the beginning paragraph.
Second, welcome subscribers. It’s as simple as introducing them as a new member to your brand’s take on its community. Branding in this regard could mean simply changing the language from “email list” to “family” or “tribe.” You’re looking to make any parallel you can between your brand’s unique voice and your email copy.
Lastly, provide users with a clear call-to-action button encouraging them to visit the page you’d most like to steer them towards.
It can be that simple. Here are more essential elements for welcome emails.
Expectation Email
Since you want subscribers to be receptive to future emails, you should create an email outlining the expectation they should have for receiving future emails.
If you set expectations, you can overcome potential resistance from the on-set. Do so by outlining the types of emails they should expect to get, while reiterating the value they have.
Depending on your business, you can provide them with helpful content, discounts, exclusive event access, free competition entries, and so on.
Purchase Reminder Email
If you gave away a discount code for an email, remind users to apply the code with follow-up purchase reminder emails.
In order to re-capture customer interest, send an email with the discount code and a CTA bringing users directly to checkout. If discounts codes can be automatically applied to checkout, even better. Limiting the amount of steps it takes to purchase can drastically improve your sales.
Remember to make these emails personal. These emails should be in the vein of “exclusively for you.”
4. Use More Specific Calls-to-Action

You should be using more specific language on your call-to-action buttons. Instead of using generic “Click Here” text, use language more specific to the offer. For example, if you’re offering an E-book, write “Free E-book” on the button.
By creating more specific language, encouraging clearer action, more users will engage with your buttons.
Click here can seem like it’s effective, but it doesn’t convey what the button is actually going to do for the user. Users only click when what they are engaging with is relevant to them.
If you have an engaging article on your website that had a button to read further and included a “Read More Here” button, but it links to a separate piece of content, you are, more likely than not, going to lose that customer. Rather, if you included a “Continue Reading Here,” the user isn’t confused and is very likely to continue reading, where you can have a CTA.
5. Create An Online Funnel
Every business is different and creates funnels appropriate to their business type; however, at their core, funnels are all the same.
Funnels come in all sizes; although, simply put, you have your leads, marketing qualified leads, sales qualified leads, and sales. In total, a basic funnel has, at least, four stages.
Every funnel works in the same way. You have the top end of your funnel, where you collect leads of interested parties, and you have the bottom of your funnel, where leads have been qualified to make a purchase.
Each stage is about providing leads with incentive to move down the funnel into the next stage, where the process repeats until they make a purchase. Naturally, the largest part of your funnel will be the top, where you attract people. Over time, you’ll begin to weed out those who are likely to purchase and those who are not. That’s why the shape is a funnel.
Leads
At the top level, you’re going to want to attract those who are unfamiliar to your business. This can be achieved through blogging, guest-posting articles, social media advertising, search engine optimization (SEO), and cost-per-click campaigns (CPC).
Marketing Qualified Leads

For those users you have attracted with your lead generation campaigns, you’ll be looking to create landing pages, which are web pages designed to take in emails.
You can create multiple types of landing pages designed to attract users based off their particular interests in your business.
They’ve also “landed” on your landing page because they have a problem in which it is addressing. It will contain a CTA urging users to opt-in to your email newsletter for a further solution to their problems or by providing them with valuable content, helping them with their problem in exchange for their contact information, like an E-book.
Try using opt-in forms or pop-ups in order to capture emails, as they have been proven to be most effective.
Sales Qualified Leads
At this point in the funnel, you have an email list you are going to use in order to educate your audience and provide them with valuable information, helping them to better deal with their problem.
It’s when they are in your email list, they can better understand if the problem they are facing is out of their scope as an individual. If your business has a product or service that can help them to alleviate their problem, you’ll be able to better inform them. Your goal is to provide them with enough information to allow them to decide if your product or service is a good fit.
You may also provide users with discounts and promotions, as every business does, to help increase their receptivity to buying your product or service.
With that said, be honest about what your business can do to help. Customers are intelligent and will know if they are just being offered lip service. The ones who are interested in your products will come and will buy. Just be honest and do your best to empower them with valuable, actionable content.
Sales
Once you make a sale, send the customer a receipt email and follow up with surveys over the next couple of months to get some feedback, as it is incredibly important in order to understand how to better serve your customer.
6. Set-up Google Alerts for Brand Mentions
Setting up Google Alerts for tracking all mentions of your business is important, especially for small businesses. You won’t want to miss out on how other people are talking about your brand online.
From newspaper articles to first-hand reviews, you can receive alerts delivered directly to you every time someone uses your business name on the internet.
If these mentions are coming from other businesses or bloggers, and not large newspapers, you can reach out and cultivate a beneficial relationship for future endeavours.
7. Join a Chamber of Commerce
Take advantage of small business development resources to grow your small business.
While this may be a traditional marketing strategy, joining your local Chamber of Commerce is one of the greatest ways to begin the journey of growing your business.
By joining, you’ll have access to information surrounding timely industry insights and policy information for business and affinity programs, which help to save your business time and money.
In addition to the statistical and financial resources, it provides you with networking opportunities to grow your business connections.
8. Use Small Business Development Centres
If joining your local chamber of commerce isn’t exactly appealing, try a small business development centre. Here, you can get one-on-one guidance from small business advisers, who have previously been in your position.
In addition to providing advisers, they also provide workshops, seminars and networking events to build skills.
Last but not least, you can apply for grants of varying amounts. Typically, registered small businesses can receive, on average, anywhere from $5,000 to $10,000 in grants.
9. List Your Small Business on Directories

If you’re a local business, the first thing you should be thinking of is how to make yourself visible in your immediate area.
Online search opens your business to be discovered by the world; however, the potential customers surrounding your business are the most likely to interact with it.
This is due to the fact most searches happen on phones. People are searching for local businesses when they are on the move, meaning they’re looking for a business they can go to immediately. For this reason, searches coming from phones have the highest purchase intent. No business wants to miss out on a potential purchase.
The best way you can take advantage of mobile users looking for your product(s) is to list your business on Google My Business (GMB), which is free. GMB is, primarily, the first query people will see when they search for a local business and help to drive more traffic to your business’ website.
Not only will GMB drive traffic to your website, but it will help to increase in-store visitations as well. According to Google, 50 per cent of all mobile users who search for a local business visit it as well; moreover, 18 per cent make a purchase.
GMB will display business information such as your business’ location, hours of operations, phone number, reviews, product images and more.
Here’s how to setup a profile: sign in to GMB. click “Manage Locations,” click “Create Location Group,” click “Create Business Account,” enter a location group/business account name and click “Done.”
Here are some tips to give you a better understanding how to leverage GMB:

You can use posts of announcements, events, promotions, new products and services, and latest exclusive information directly on your business listing. These posts can link directly to your website and eCommerce pages and potentially close sales by providing, for example, popular product items for purchase.
Reviews are, by far, the most important aspect of your profile. Make sure to ask your customers to leave a review on your GMB profile. This is important because Google will rank your business higher on its listing. The better the review, the better your position becomes.
Since reviews are important, make sure to send your customers an easy link they can use to review your business directly on your profile. By eliminating the ordinary, tedious steps involved in making a review, you can encourage more reviews to your profile and increase your visibility.
All you have to do is find your business listing or profile and click “write a review.” Copy and paste the URL and send it to your customers. If, for some reason, you’re having trouble with the process, you can also create a link using the PlaceID Lookup Tool.

Google is the largest search engine with the largest business directory; however, it isn’t the only one. All businesses should also consider listing their business on every major directory.
There are services that can help your business in this regard; although, they are paid solutions. With that said, the ones we can recommend are Yext and Moz Local.
Both of these services will create, update, and maintain your local listings across top directories. Their services will increase your business’ visibility across giant and small-to-medium sized business directories as well. If you’re looking for a holistic approach, and not just Google, working with one of these platforms can get you up and searchable in very little time.
Always keep in mind that every link to your site helps to increase your online ranking, so it’s necessary to create a free business profile in various online directories, whether it be added manually or automatically. Make sure you have a responsive website as well, so you don’t miss out on opportunities to present your business online.
10. Make a Video Marketing Campaign
Every marketer should know about DollarShaveClub.com’s viral marketing videos. They created them at lost cost and drove massive amounts of sales because of them.
In an interview with the New York Times, Michael Dubin shares his experience about going from viral video marketing into a full-fledged business.
Check out the video below to see for yourself how they captured the attention and hearts of their users.

Some of you are thinking, “I can’t do that.” That’s perfectly fine. Most of us are camera shy. With that said, take what you can from DollarShaveClub and use what you’ve learned to make a video for your business. It doesn’t have to go viral to work. It just needs to solve a problem.
Here’s an example of our previous E-Learning campaign: Starting Your Online Business
This Bookmark video is a campaign we ran in order to attract those who are looking to start an online business from scratch. In the video we allude to our full E-Learning course and give them an idea if Bookmark is the best option for their online business.
Check out the video below to get an idea how you can make your marketing video.

Takeaway
Now that you have some actionable steps you can take to grow your small business, you have no excuse. Focus on your strengths first, then slowly expanded into the areas that challenge you. With time and effort, your online business will become more profitable.

5 Exciting Account-Based Marketing Examples

How many retargeting ads do you encounter in a day? What about semi-personalized emails in your inbox? Probably too many to count.
Now, how many times is your team offered a free lunch delivered to your office in exchange for participating in a webinar? Or how many billboards do you pass by on your drive into work that are personalized with a message specifically to you? I’d guess these numbers are significantly lower.
That makes sense – after all, both of those campaigns would require significantly more time, energy, and resources to execute than a canned email or display ad. But the return on those campaigns likely matches the effort that went into planning them.
Let’s face it: if you’re going after high-value accounts, low-effort marketing campaigns just won’t cut it. They may help you generate a small amount of awareness (and may even help you get your foot in the door), but they won’t “hook the big fish”, if you will.
The below targeting campaigns are examples of account-based marketing at its finest. There is an art (and science) behind developing effective ABM campaigns –– and nailing it will make or break the success of your program.
Learning from Effective Account-Based Marketing Examples
1. Lunch and Learns
Recently, account-based teams have been experimenting with “pizza-nars” which as the name implies, is a webinar accompanied by pizza. The idea is straightforward –– pizza is delivered to target accounts for them to enjoy while they watch your webinar.

Don’t limit yourself to just pizza, though – lunch and learns can be done with anything from coffee to a food item of their choice, so you can wine and dine your prospects from the comfort of their own desks. This helps to boost webinar attendance and is a great way to encourage prospects to pay attention.
Keep in mind, the webinar content has to be compelling, first and foremost, and you have to think about the messaging that will accompany the delivery as well as the follow-up or call to action at the end.
Account lifecycle stage: This approach can be useful across the account lifecycle from initial engagement to upcoming renewals, expansion or even re-engage at-risk accounts. You could even go so far as to build out personalized webinar experiences with customized landing pages so the prospect or customer feels as if the webinar is hosted just for them – which can be a great way to show off product updates or educate people on your platform.
2. Bespoke content experiences
Snowflake, a cloud-based data-warehousing company, leveraged its in-house expertise to develop a robust library of high-quality content, which they use to create individualized experiences for target accounts. At any given time, the Snowflake team is running 500 concurrent individualized account-based campaigns, and each of these 1-to-1 campaigns is developed in tandem with their sales reps (who know their accounts inside and out) to create personalized messaging and content experiences.

These content experiences aren’t intended to drive conversions, either. None of the customized content is gated. Instead, Snowflake strives to build credibility with its audience first, only then using retargeting tactics with those that engage to drive traditional conversions through weekly demos or free trials.
Each campaign can be launched quickly and starts with digital advertising as a means to distribute the experience to the right account depending on where they are in their lifecycle. You can run the same or similar campaigns by leveraging a platform like Uberflip in tandem with your advertising and marketing automation platforms.
Account lifecycle stage: This approach is most useful when trying to gain initial engagement or progressing an account to meaningful engagement. It can also be used in a Land and Expand strategy to penetrate other departments within the organization.
3. Interactive storytelling
When GumGum, an applied computer vision company, wanted to win over the business of T-Mobile, the CMO took to researching the buying committee starting with the executive leadership team.
He discovered that T-Mobile CEO John Legere is a big Batman fan. They used this intel to develop an idea that made the CEO part of the of the GumGum story. The result was a comic book –– T-Man and Gums –– created by their team of editors, writers, illustrators, and letterers. They shipped 100 copies to T-Mobile and its agencies of record, and long story short… they won over the account.
You can download the GumGum comic book here. We included a picture of the cover below!
This particular example is pretty resource intensive, so you may want to reserve campaigns of this scale for your top tier accounts. However, you can achieve a similar effect in your own way by gathering as much intelligence as possible into the contacts at your target accounts. You can run personalized direct mail campaigns to those contacts (maybe you send them merch related to their favorite movie or a bag of their favorite coffee) in order to spark a conversation.
Account lifecycle stage: This approach is ideal for establishing initial engagement with a new account like GumGum did, or it could be used to engage with new buying committees within an existing account.
4. Bold billboarding
Sometimes you have to be bold. And that was the case with Intridea, a web products and services company when they were trying to grab the attention of the folks at the ad agency Ogilvy & Mather. The team purchased a billboard across from Ogilvy’s Manhattan office with a simple, but bold message: Ogle this, Ogilvy. It included a custom URL, which featured funny GIFs and personalized messaging. The bold approach landed them a meeting with the ad agency – in fact, they got a call from Ogilvy New York CEO Lou Aversano and OgilvyOne managing director Dimitri Maex to set up the consultation.

*Note: the URL is now inactive, but it was fairly simple in nature – it included the GIFs mentioned above along with the text, “Made you look. Now hire us. AngularJS, Rails, UX/UI and more.”
Again, this is an extreme example. But this form of experiential marketing (where prospects or customers interact with your brand in a real-world setting) can be quite effective in engaging your prospects on a deeper, emotional level.
On a smaller scale, you can leverage experiential marketing at trade shows, customer appreciation events, and more. In a B2B setting (and specifically when you’re trying to nurture prospects), you can aim to create an experience for those who might not yet be sure how they would use your product or service. If you can come up with a way for them to interact with your brand in a way that clearly outlines how it will benefit them, it will help them understand the product and be more likely to start a dialogue.
You can also partner with another company in your industry (so long as you’re not direct competitors) in a co-branded experience so that you can distribute resources more efficiently and still take advantage of the mutually beneficial promotional opportunity. If you want more experiential marketing examples, check out this article from Hubspot.
Account lifecycle stage: Intridea obviously used this to gain initial engagement with a new target account. But the campaign could also be used to expand within an existing account or progress an opportunity.
5. Interactive product launches
Remember the View-Masters that were all the rage in the 80s? When Rapid7 was preparing for its latest product launch they captured the “unboxing” of it on the click-through picture wheels. It ended up being wildly successful because it masterfully tapped into that feeling of nostalgia among the prospects they sent it to. It proved a fun, interactive way to engage target accounts in the new product.

Interactive product launches don’t necessarily have to include in-person events, either. You can create interactive digital experiences (think custom landing pages, videos, or heavy visuals) to help promote a product launch or educate prospects/customers on new features. For instance, you could create a landing page that features a real-time platform walkthrough or create a gamified experience so users can learn about your product while having fun doing so.
Keep in mind that many online experiences are now dominated by visual content. The essential form of communication is moving away from text-based interactions and shifting towards videos, pictures, or a combination of the above. So when you’re developing these interactive experiences, make sure to incorporate plenty of visual content!
Account lifecycle stage: This approach can be used across various stages of the lifecycle –– to get on the radar of new target accounts, upsell current customers, or even salvage at-risk accounts.
These account-based marketing examples should get your creative wheels spinning, but keep in mind, the boldest (or richest) bird doesn’t always get the worm.
You have to start with a solid target account list and have a methodical, data-driven mindset when building campaigns. There are a few other best practices to keep in mind:

Keep the message positive. Attempting to “scare” an account into action rarely works, and can have the opposite effect.
Be realistic about your resources. How time- and resource-intensive will this campaign be to execute and do you have the time to do it? Can you scale it? In some cases, the goal won’t be achieving scale, but you have to know the goal going in.
Start with your end goal. With the above account-based marketing example from Snowflake, their goal was not conversion but rather to build relationships and establish trust and credibility. Knowing that will influence how you shape your campaigns.
Leverage brand advocates and partners where possible. Social proof can go a long way, and partnering with other industry powerhouses can be mutually beneficial.
Think about the follow-up. The campaign doesn’t end once the package is sent or billboard is up. In fact, that’s just the beginning. Have your messaging and follow-up cadence ready before you launch and ensure that marketing and sales are aligned on the follow-up plan.
Strike the right balance between value and fun. Fun may get their attention, but you also have to deliver some sort of value, whether that’s entertainment value or education.

For more on how to engage with accounts, get The Complete Guide to Account Engagement.