John Jack

People are entirely convinced that creating fresh content is the only way to help websites thrive on the web.But in an already fast-paced environment, the drawbacks of these waves include many marketers hurriedly producing content without really grasping its primary goal.A couple of years ago, when this blogging craze first hit the market, people started building site blogs merely because it looked like that’s what everybody else was doing at that time.Back then, when infographics were all the rage, people started making them speedily, and yet again, it was only because everyone else seemed to be doing that.Truth be told, a genuinely effective content expansion entails a level of critical thinking.Before hopping on the bandwagon impulsively and blindly following whatever is trending currently, you must try and answer some of these critical questions.To simplify things a bit, we have presented four key questions that every marketer needs to ask themselves before taking up any content-driven initiative.#1 WHY ARE WE PRODUCING CONTENT?The first and most important thing to understand is why you are producing content in the first place.In simple words, it is essential and probably best if all the team members involved in the content creation process understand the purpose of the content first.#2 WHO IS OUR TARGET AUDIENCE?Once you and your team are clear on why you are producing content, the next thing you need to understand is who are you making the content for?In case you already have a decent quantity of content and types of content on your website, and you aim to produce extra content to support the existing ones, analytics can give you valuable insights that can direct and guide you.Make sure to invest a decent amount of time examining your analytics during the planning stage.Your existing content might not necessarily be a first-touch conversion point, but it can help make users acquainted with your website and kickstart the conversion funnel.Which types of content perform better when it comes to generating leads or sales on the website?That’s an approach we would never recommend taking.However, since this is a new content type you are looking to test, there won’t be any historical data for you to depend on, as we did earlier.

We all know the importance of having a quality web design in this digital age.People around the world are spending more time than ever using their phones, laptops, etc.In this blog, we will discuss five common web designing myths (and what you should consider instead) that you need to strictly steer clear of as they could potentially harm your business and bottom line alike.MYTH 1: A WEBSITE CANNOT SERVE MULTIPLE AUDIENCESWhile there might be generational or socioeconomic gaps in technological knowledge and aesthetic taste, it does not mean your web design cannot appeal to multiple audiences simultaneously.The average visitor will quickly exit your site if they can’t find what they are looking for, meaning your page must communicate your key message in the quickest and simplest way possible.Don’t overwhelm your site visitors with details about every single aspect of your products or services.Use clear CTAs instead to help the people navigate easily and quickly to the content they want to consume.

The majority of customers today are searching for information on the internet that will help them make wiser buying decisions.Although you employ third-party social media platforms to reach and engage with your target audience, you need to have a place where you can send your customers when they wish to know more about your company.Your site’s end goal is to answer every question the user might have in mind with the information you offer.The significant part a website plays in your SEO lies in how this marketing strategy works.When users research businesses, products, services, or even problems on the web, the search engine presents a list of relevant pages according to their search.But by optimizing your site, you can increase your opportunities of driving in more qualified leads who will be more likely to buy something from you.Your website not only helps boost your sales opportunities but also improves your availability to make a sale.Essentially, the content present on your site acts as a supplementary salesperson, helping your prospects obtain the information they need and persuading them of the advantages of your offerings.A WEBSITE HELPS BUILD CREDIBILITYThe crucial role a website plays in building credibility is also another factor that businesses need to take into account.

The search giant Google uploaded a guide stating four ways of attracting local search traffic to an offline local business to boost sales.It perfectly reminds us that Google is a lot more than just the ten blue links on a SERP.The latest search trends and research by Google demonstrate how local businesses can make more money.Comprehending all the ways people are trying to discover businesses will help generate more sales.Google shared that different kinds of searches are increasing exponentially for local retail.These three types of searches are particularly displaying dramatic growth:The first type includes searches for local businessesThe second type comprises searches for local businesses that have something specific in stockThe third type includes searches related to restaurantsAccording to Google’s guide, searches for “local + business(es)” have increased by more than 80% YOY, which includes searches such as “local businesses near me” and “support local businesses.” In addition to this, searches for “who has + in stock” have increased by more than 8000% YOY, which includes searches such as “who has gym equipment in stock.”SEARCHES FOR LOCAL RESTAURANTSNext, Google shared that most dining consumers used not only Google Search but also Google Ads to discover more information before finally buying something.Moreover, 57% of dining consumers found information about food and beverage via Google Ads during the pandemic.YOUTUBE AND LOCAL SHOPPINGWhile YouTube is not seen as a means of driving sales to a local business, it’s time to start looking at it that way.The page also included two helpful tips relating to non-advertising search traffic.The first tip recommended that local businesses build a digital storefront and use it along with a free GMB account to distinguish themselves in local searches within regular Google search results and Google Maps.Further, the second tip demonstrated how businesses could gain up to 42% more referrals from Google.According to Google, the key to driving store traffic from the web into your physical store is to let your prospects know that you are nearby and you have what they are searching for.Next, Google shared that businesses that add images to their Google My Business Profile get 42% more directions requests on Google Maps and 35% more click-throughs to their sites compared to businesses that don’t.However, these 42% and 35% rises in engagement due to images aren’t and shouldn’t be surprising.It is no secret that visual content captures and retains the attention of people better than textual content.

Popular social networking site Pinterest hosted an event focused on its creator community recently where it introduced a set of updates comprising its $500K Creator Fund and “Creator Code,” a new content policy along with other moderation tools and updates.They will have to tap an “I Agree” button, meaning they accept the “Be Kind,” “Check my facts,” “Beware of triggers,” “Practice inclusion,” and “Do no harm” guidelines of the platform.The company will enforce the Creator Code similar to how it implements the guidelines for its other content policies through machine learning and human review.This might have a more significant effect on the kind of content shared on the platform instead of a simple pop-up agreement with straightforward statements.While the Creator Code isn’t live yet, Pinterest will launch it soon for the creators to sign and adopt in the upcoming weeks, according to the company.In addition to this, Pinterest also launched various new creator tools with the same objective of delivering a safer and more positive experience for all on the platform.The company has introduced several comment moderation tools, enabling creators to filter and delete comments on their content and other features that will let them pin up to three comments in their comment section to feature positive feedback.Pinterest is also introducing new spam prevention tools that will help clear out some harmful comments by leveraging machine learning to identify and delete negative comments.Pinterest is also introducing new “positivity reminders” that pops up, reminding users to reconsider potentially harmful comments before publishing them.These pop-up notifications are meant to prompt users to pause and edit their comments that others might find offensive.For the next cohort, they will be spotting ten more creators in the upcoming months.Adding to her statement, Nikolajev further said that they are on a journey to create a worldwide inclusive platform where Creators and Pinners from all over the world can find ideas that feel relevant, personalized, and reflective of who they are.Following previous year’s allegations of numerous internal issues, comprising unfair pay, racism, sexism, and retaliation, which clashed with its image of being one of the “nicer” companies to work with in tech, Pinterest has been putting in efforts to reform its image.

The search giant Google introduced a new search algorithm update called product reviews update.According to Google, the update is designed to “better reward” well-researched, in-depth content by ranking them over simple brief product summaries.Just to clear things up, this is a standalone update, not a regular core search algorithm update, meaning it won’t impact all search results.This update targets product reviews in particular.In its latest announcement, Google said that it is constantly working to present the searchers with the most helpful and valuable information possible via experimenting, testing, and review processes.That’s why Google is improving its ranking systems with the new product reviews update, which is designed to reward such content better.Nevertheless, this search algorithm update only impacts English-language reviews currently.There’s nothing to be concerned about regarding this update for websites that don’t post product reviews.On the other hand, websites that publish product reviews need to carefully monitor their traffic and rankings and keep an eye out for anything unusual.The product reviews update is live in search results now, meaning site owners might start seeing fluctuations in their rankings and traffic already.Any abrupt increase or drop in search rankings or traffic will probably indicate that the website was affected by the product reviews update.Irrespective of any shifts in the rankings or traffic, website owners should add an annotation in Google Analytics and other monitoring tools to signal that the product reviews update went live.WHAT TO DO IF THE PRODUCT REVIEWS UPDATE AFFECTED MY WEBSITE?The product reviews update focuses on presenting users with content that provides “insightful analysis and original research,” Google says.With this search algorithm update, the goal of Google Search is to prioritize the content written by experts or enthusiasts who know the topic inside out in the search results.Site owners who feel that their websites have been affected by this new update should take Google’s advice on producing and publishing better content.Try and review your product reviews content impartially and ask yourself if they:Express expert knowledge about products where appropriate?Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer?Provide quantitative measurements about how a product measures up in various categories of performance?Explain what sets a product apart from its competitors?Cover comparable products to consider, or explain which products might be best for certain uses or circumstances?Discuss the benefits and drawbacks of a particular product based on research into it?Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users in making a purchase decision?Identify key decision-making factors for the product’s category and how the product performs in those areas?For example, a car review might determine that fuel, economy, safety, and handling are key decision-making factors and rate performance in those areas.Describe key choices in how a product has been designed and their effect on the users beyond what the manufacturer says?All these suggestions mentioned above are in harmony with Google’s objective of better rewarding the most helpful product reviews.With the rollout of this update, product reviews will struggle to rank in Google SERPs if they only summarize the products going forward.Usually, reviews that present a summary of products are observed on affiliate websites that aim to make quick commissions instead of offering any real value to people.From now on, site owners will be required to publish complete analyses of products, including their comparisons to other similar products and comparisons to older iterations of the same product.Whenever possible, offer quantitative analysis like the results of speed tests if you are reviewing a PC, for example, along with other relevant data that can help customers make a better-informed purchase decision.It looks like the search giant will be mindful of whether a product review provides information that goes beyond the data given by the manufacturer or not.To put it another way, don’t just visit a product page and rewrite what is already present out there.WRAPPING IT UPGoogle has launched a new search algorithm update called product reviews update, which is focused on ranking reviews that provide insightful analysis and original research over the ones that merely summarize a set of products.

The video-sharing giant YouTube is expanding the monetization opportunities for content creators by enabling ads to run on more types of content.With this, creators can now make money through content that was not regarded as suitable for advertisers earlier.Owing to the recent changes made to YouTube’s advertiser-friendly content guidelines, which have now become less restrictive, this has been possible.Let’s take a look at this significant update to the YouTube Partner Program in detail below.ADJUSTMENTS TO YOUTUBE’S ADVERTISER-FRIENDLY GUIDELINESYouTube will now allow creators to fully monetize more types of content instead of partially monetizing them.Creators who already are part of the YouTube Partner Program can instantly find out if a particular video is eligible for full or partial monetization by checking the color-coded icons in YouTube Studio.Green icon: Shows the video’s eligibility to earn full revenueYellow icon: Shows the video’s eligibility to show limited or no ads at allRed icon: Shows the video’s ineligibility for monetizationGrey icon: Shows the creator has manually turned off monetizationIn a recent video uploaded by the Creator Insider channel, a YouTube executive said the team knows that when a creator sees a yellow icon on their video, it might feel like the platform is not being supportive enough.He stated that the advertiser-friendly guidelines are more restrictive in certain areas than others because the advertisers want to have the option to opt-in on some content and have no tolerance for running ads in others.Examples of such areas include content that features graphic dead bodies or really explicit discussions on sexual abuse.Adding to his statement, the executive said it is a balancing act for them as they have to ensure creators get the best possible monetization opportunities for their content while making sure the advertisers still happily pay for ad space.In the video, the representative said that the company has met with advertisers to make a case for a few rational policy updates, meaning YouTube creators will now get more opportunities to monetize their videos fully.Before this update, some of this content would have got the yellow icon.With these new changes, the platform is shifting certain content areas out of the scope of the yellow icon and moving it in the scope of the green icon.These changes will be applicable to these types of content:Educational, Documentary, or News Content –The platform will expand monetization on educational, documentary, or news content that might contain recreational drugs or drug-related content, violent interactions with law enforcement, and sensitive events.Controversial Issues –YouTube will expand monetization on controversial issues where the content is non-graphic and includes objective discussions of controversial issues.Adult Humor Content –The platform will expand monetization for adult themes delivered via the context of humor.For example, dating jokes.Moderate Profanity –YouTube will permit the creators to fully monetize content where moderate profanity is used within the initial 30 seconds of the video.WRAPPING IT UPThe popular video-sharing platform YouTube will now allow ads to run on more content types, thus expanding the monetization opportunities for content creators.

In a recent announcement, the social media giant Facebook revealed that Facebook Analytics would no longer be available after 30 June 2021.Marketers have less than three months to export all their data and search for other alternatives.Given how heavily the marketers depend on Facebook Analytics to gauge conversion data, this announcement has come with distinctly short notice.The company quietly published this announcement that it is shuttering Facebook Analytics at the end of June 2021 on Facebook for Business Help Center.But instead, it now points users to other business tools that aren’t exact alternatives.These are the business tools that the company directs its users to use once Facebook Analytics goes away for good:Facebook Business Suite: It lets users manage their Facebook and Instagram accounts in a single place.However, it isn’t accessible to everyone currently.Facebook Ads Manager: It allows businesses to see, make changes, and view results for their Facebook ads and campaigns.Facebook Events Manager: It can help users set up and manage Facebook business tools like the Facebook Pixel and Conversions API.Moreover, it also reports on the actions taken on a business’ site, app, and physical store as well.If marketers can adjust to utilizing a mix of the business tools mentioned above, they might be able to perform the same tasks successfully that they are used to getting done using Facebook Analytics.Marketers use Facebook Analytics to connect data from their Facebook page with data from the Facebook Pixel.Once the data is successfully connected, Facebook Analytics can display a conversion path between a prospect engaging with a business’s content and ultimately purchasing something from them on Facebook.With or without Analytics, such data has become tougher to track using any tool due to a recent update in iOS 14 that asks users whether they want the apps on their phone to track them or not.Therefore, if a user opts out of getting tracked by the Facebook app, marketers won’t be able to get the same conversion data from the specific user as they could earlier.But again, as mentioned above, the company hasn’t given any reasons for shutting down Facebook Analytics, so it’s unclear whether or not this decision has anything to do with this new iOS update.The platform has ambitious goals to make Facebook Business Suite the only interface that businesses need to manage their activities on Facebook, Instagram, and Messenger.However, there is a problem.

So, let’s take a quick look at some important updates from these popular platforms without wasting time.MICROSOFT ADVERTISING ROLLS OUT AUTO-APPLIED AD RECOMMENDATIONSMicrosoft Ads is launching this new feature in April 2021 to improve performance and also save some time for advertisers.It will auto-generate ads for ad groups by using variations of existing ad copy and targeting in Microsoft Ads accounts.Advertisers can see the ad recommendations in their Recommendations tab, where they can edit, pause or delete the suggestions before they go live after 14 days automatically.However, advertisers who want to opt-out of this feature can go to their Settings tab, then Account Settings and uncheck the box below “Auto-apply ad suggestions.” Advertisers who are opted-in will also get email notifications when the ad recommendations go live.Nevertheless, the news of Microsoft Advertising rolling this feature out has received mixed responses from advertisers, making it quite controversial.INSTAGRAM IS ALL SET TO LAUNCH A NEW “STORY DRAFT” FEATURE SOONAccording to Instagram, “Story Drafts” are among one of the most requested features by users worldwide.This new feature will offer more flexibility in utilizing Stories to users and enable brands and social media managers to post their Instagram Stories at the optimal time for their audience.GOOGLE ADS CLARIFIES THE COMPANY’S POLICIES AROUND FIRST-PARTY DATAIn response to a question asked on Twitter, Ginny Marvin, Google Ads Product Liaison, clarified Google’s policies around first-party data.According to Marvin, Google considers data collected by forms on subdomains, country TLDs, and vanity URLs owned by the same company as first-party data.This information can also be used to create audiences in Google Ads.Microsoft Announces Responsive Ad Unit for Car SalesMicrosoft has introduced the open beta of its new product, Automotive Ads, which can show up in Bing search results or Microsoft Audience Network.

This update would mainly focus on what shows up on users’ news feed and who can comment on their posts.On Wednesday, Facebook announced these changes along with several other updates, all of which are aimed at increasing transparency on the platform and intended to build trust among Facebook users on how the platform’s algorithms work.Nick Clegg, Facebook’s VP of Global Affairs, said he had a problem with the way some people claimed that Facebook’s algorithms intended to fuel polarization and meant to manipulate the users for monetary gains.Further, Clegg said that these new features announced by Facebook are part of the company’s broader move to show people that their experience on the platform only depends on their ‘own’ relationship with Facebook’s algorithm.This is a big step taken by the social networking company as for years now, the users and industry stakeholders alike have criticized it.With the launch of this feature, users will have the option to choose whether they want to see the content in chronological order or in the order that it is published or in the current way that the platform’s algorithm controls.Besides this, if users still feel unsatisfied with both these options, they could also filter the content so that they only see posts from their favorites.Users will be able to access this tool in the Feed Filters bar, which would appear at the top of the news feed.It would also let users switch between multiple tabs, including “Favorites” and “Recent.” In order to see content only from favorite pages and users, first, the users will have to select certain accounts whose content they would like to see in their news feed.However, if a user does not access their filter bar over the course of a week (by tapping on the Favorites or Recent tab), it will automatically disappear.

Besides, sometimes these “dislikes” on a video have nothing to do with its content, thus overthrowing the whole point of having a “like” or “dislike” button.Taking all this into consideration, the video-sharing giant YouTube announced that it is testing out a new feature that won’t display the number of dislikes on videos.While the dislike counts will not be publicly visible, the same will show up inside YouTube Studio only, meaning the “Dislike” button will still exist.In simple words, the viewers can still dislike a video, but since it won’t be displayed publicly, it will help avoid targeted online attacks by internet trolls.In its recent announcement, YouTube said that the creators will still be able to see the total number of likes and dislikes in YouTube Studio.Viewers who are part of this small experiment will still be able to like or dislike a video to share their feedback with the content creators and help fine-tune the recommendations they see on the platform.Besides individuals and brands, this “dislike mob” has also created extreme embarrassments for political leaders across the world, with their videos of political campaigns and speeches receiving 10x more dislikes than likes.On the other hand, this announcement didn’t really go well with some people as they started debating on Twitter how YouTube will be suppressing genuine user feedback by hiding dislikes on the platform.According to reports, in another ongoing experiment, YouTube is testing out a new feature that will auto-detect all the products featured in any video that the user is watching and will show up a list of suggested links related to those detected products.These links could redirect to eCommerce sites or even recommend better videos of the same product to help the users gain more information about it on the platform.The search giant Google revealed in its Support pages that the company is currently testing a new feature that will automatically detect products in a video and present a list of those products along with other related products.

While it is not uncommon for the creative teams to work remotely away from their office confines, being mandated to stay home-bound could be restrictive for a process that heavily depends on team chemistry.Moreover, with a continuous flow of stories about selfless service, human sufferings, and the fragility of life as a whole, presumptions on human behavior probably need to or are being reconsidered, particularly when it comes down to creative thinking.The big question here is – in this restored focus on “pure creative thinking,” has a notable change taken place in perspective and approach towards ideation?Is there a need to polish some meta-skills and to have a deeper connection?According to Agnello Dias, Co-Founder Taproot Dentsu, and Creative Chairman, DAN, the frantic churn for newer creative that decreased the lifespan of every piece of creative to a couple of weeks might and should (honestly) slow down.Sure, people can polish up their existing skills, but the best part is this will open their minds to a bigger perspective about the brands they work on.Undoubtedly this COVID-19 pandemic will have lasting effects on the people and the economy alike.He said that sitting in one corner of his home assigned as his work-from-home space, often raided by his children, he feels that people have become more caring and grateful to those who are “really” important.That’s because someone invariably picks up the baton and sets everyone off on a new hunt which is excellent.He adds that the human mind is also vulnerable to getting distracted because of so many stimuli going around continuously.However, when in a group, it is implausible for everyone to be distracted at the same time; thus, the time spent together is more productive.

As a digital marketer, one of the most common grievances that we get from potential clients is that when something goes wrong with their online reputation, they start feeling like if they take any action, it could make things worse.It serves as an icebreaker (makes the first impression when a prospect searches for a business) and a dealbreaker (influences the final buying decision) as well.To put things into perspective, we are not just saying this.Reportedly, more than 90% of buyers go through customer reviews before purchasing a product, around 5/6th of customers worldwide check local business reviews, and over half of the total consumers won’t buy anything until they have read four reviews at the minimum.But we don’t “really” need someone to cite these statistics for us to realize how essential online reputation management is.Just consider your own life and how you usually make purchases.This brings us to the next step, i.e., improving and maintaining your online reputation appropriately.IT IS NOTHING LIKE YOU SEE IN THE MOVIESIn numerous (but indeed not all) TV shows and movies, aloof silence despite the accusations is often acclaimed and even rewarded in some cases.When a person criticizes your business on the internet, your prospects, existing customers, investors, and employees will eventually discover it.

The video giant YouTube is constantly experimenting with new things, and this time it is testing a new feature that will automatically detect products in a video.The company is testing this feature with a small group of YouTube users in the US for the time being.In a recent post, the company said they are currently testing a new feature that presents a list of products detected in some videos along with related products.It will show up in between the video recommendations to users scrolling below the video player.As per the statement, YouTube aims to help people discover more videos and information about those products on their platform.Currently, this feature will only be visible to viewers in the US.According to reports, YouTube started testing out this feature with a small group of users last year itself, and now it looks like the company is expanding the experiment to more people on the platform.This new feature comes after the video-sharing platform announced a new tool for YouTube content creators.The new tool will auto-detect and warn creators of potential copyright issues and ad sustainability limitations before posting the videos.YouTube aims to make it easier for content creators to steer clear of copyright claims and monetize their videos better.

The social networking giant Facebook is testing out a new “Green Screen” feature for Facebook Stories.This new tool will let you use a still image or video as the background for your Stories on Facebook.It is pretty much similar to the Green Screen effect available on Facebook-owned Instagram.However, users can use this feature as an editing tool on Facebook, unlike on Instagram, where it is available as an AR filter or effect.It will appear on the top of the “Create Story” section along with the other options, including Text, Boomerang, and Selfies.Users can add an image or video from their gallery by tapping on the “Green Screen” option.After that, they can either tap to click a photo or hold to record a video against the chosen background.

It is no secret that content plays a significant role in search engine optimization.Copywriting helps brands convey their story, provides them an opportunity to strategize with valuable keywords, and also enables them to earn trust and loyalty among potential customers.However, content is not enough on its own to make you successful and help you build lasting relationships with your customers.In reality, it is your brand’s tone of voice that resonates with your target audience.According to reports, two-thirds of customers worldwide say that a brand’s tone of voice enables them to establish an emotional connection to it.Think of it as, if your content is the “what,” then your tone of voice is the “how.”The tone of voice is how your message (content) sounds to the readers.In verbal communication, this is conveyed through intonation and pitch.On the contrary, in copywriting, you depict your emotions through your choice of words, font style, and punctuation.Let’s take a deeper dive into that now.#1 Consistent Tone of Voice Helps Establish Your Brand IdentityWhen you think about your favorite brands, there is a good chance that their logo or tagline is the first thing that crosses your mind, isn’t it?But imagine all that is gone now, and all that’s left is their messaging.Would you still be able to recognize those brands?The tone of voice plays a significant part in establishing brand identity.When your content is written in the same tone of voice consistently, it starts reflecting your brand’s image over time.And that is crucial because consumers want to purchase from authentic brands.By creating a unique tone of voice that’s exceptionally yours, consumers will be able to distinguish your brand from the competition thus, improving your chances of generating more sales.#2 Consistent Tone of Voice Prevents Your Messaging From Becoming RottenHave you ever eaten stale chips?They are hard, tasteless, and certainly not pleasurable.And the same stands true for your content as well.Simply because you are a professional organization does not mean your content needs to be stuffy necessarily.Relax a little and use your unique tone of voice to develop an exceptional writing style that readers genuinely enjoy.It is more fun, memorable and will leave a positive, long-lasting impression of your brand.#3 Consistent Tone of Voice Builds an Emotional ConnectionThe primary goal of your copywriting is to elicit a response from your readers, right?Using the right tone of voice, you can evoke various emotions in your audience.Now, this is essential because most purchase decisions are “literally” driven by emotions.How your prospects are feeling is way more influential than how they are thinking.And we are not just saying it.This is backed by research.So clearly, a brand that establishes an emotional connection with the audience and writes with authenticity is more likely to be successful.#4 Consistent Tone of Voice Gives a Competitive EdgeContent that is written with a consistent tone of voice is more captivating to read.It helps make visitors stay a bit longer on your website, persuades them to click through more of your pages, and leads to more conversions.Needless to say, these are all great for your SEO as well as the business as a whole.Unique, consistent, and memorable messaging will distinguish you from the competitors.Prospects will like your messages better over theirs and will therefore keep returning for more.5 STEPS TO GET YOUR BRAND’S TONE OF VOICE RIGHTBy now, it must have become evident that your brand’s tone of voice is crucial when it comes to SEO copywriting.However, the question is: how do you start fine-tuning it for your brand?Let’s look at five steps to recognize your brand’s tone of voice and use it to generate more sales.Pick From the Four DimensionsThe following are four dimensions of the tone of voice in which we can characterize copywriting:Formal vs. casualRespectful vs. irreverentFunny vs. seriousEnthusiastic vs. matter-of-factThese dimensions help make tone profiles simpler for a company’s online presence, and each of them is bookended by two extremes.You could either make one of the two extremes your tone of voice or choose a tone that lies somewhere in the middle.Or you could even merge some of these to develop a more exceptional tone of voice.This is a good starting point to set you on a messaging path that resonates with your target audience, irrespective of what tone you pick.Lay a Few GuidelinesConsistency is the key to a powerful tone of voice.Stay on target by laying a few guidelines for your copywriting.You need to think of these:Vocabulary: what words will and will not be allowedGrammar: use the correct form of tenses, adjectives, verbs, etc.Syntax: how you will start and build your sentencesPunctuation: how many exclamation marks are “too many?”A great activity is to think up three words to describe your brand and then allow those adjectives to lead your style of writing.For example, if you describe your business using the words “friendly,” “lively,” and “positive,” then your messaging should be welcoming and buoyant.Setting some guidelines will enable you to deliver unique messaging consistently.Get the Inside Scoop From Your CustomersIf you face difficulty recognizing your brand’s tone of voice on your own or feel a disconnect between your brand and audience, the best thing to do is reach out to your customers.Since they are the ones who engage the most with your brand, surveying them will help you get a better sense of how your brand is perceived outside.You can ask your customers to pick from a bunch of adjectives or provide them with unlimited options to describe ways to make your company better.Whatever way you choose, you will obtain some useful insights that will allow you to understand how you can improve your brand’s tone of voice to connect with your audience on a deeper level.Scope Out Your CompetitorsIn essence, tone of voice is about using a writing style that is unique to your business.So clearly, you will not want to imitate what others are already doing.However, you can surely take some inspiration from observing the way your competitors handle their messaging.A quick keyword search on Google will provide you with a list of all your competitors.

Monthly SEO reports provide a channel for informing the clients, displaying the return on investment, and leading the conversion for upsells.If this sounds anything like your own SEO reporting approach, you are literally passing up on many significant opportunities to retain your clients and upsell with cautiously built storytelling strategies.Good SEO reporting makes a huge difference when it comes to building trust with your clients.Effective customer service and results are the bread and butter of every digital marketing agency, and SEO reports help us distinguish ourselves from the competition and build long-term relationships with our clients.If you are struggling to retain your clients or are just looking for a way to engage with them more, SEO reports are your answer.It is an excellent way to show your clients what you are bringing to the table, which is all the more so crucial today to retain them.This blog will talk about all the items a useful SEO report should contain and how you can leverage storytelling strategies to establish a relationship with your clients, demonstrate the worth of your tactics, and unveil vital upsell opportunities right away!1.KEYWORD RANKINGConsidering that search engine optimization is all about ranking particular pages for target keywords, you should incorporate keyword rankings and performance in your SEO report.Moreover, you can use the keyword information to kickstart a discussion around user intent with your clients and bring your SEO strategy back to their overall business goals.You can leverage this opportunity to show your clients that you understand SEO is a lot more than just about keywords and Google.

will dominate the playground.The search engine result pages are loaded with all types of listings and aspects that come under these three channels to compose the search marketing function.Let’s look at the three main benefits of having an all-inclusive search strategy:When working alongside each other, they occupy more real estate on the search results page for your company to possess and force out the competitors.From brand to advertisers, seasonality, categories – everything comes into play.However, here is a breakdown of ‘what,’ ‘why,’ and ‘when’ of these three channels to guide the brands as they set out to build their own search combination.SEO (SEARCH ENGINE OPTIMIZATION OR ORGANIC SEARCH OR LOCATION LISTING MANAGEMENT)What?Search engine optimization presents organic listings on the SERPs based on relevant search queries.Some additional SEO areas are location listing management, web development, app search optimization, free shopping listings, content mapping, etc.Pro Tip: Look into and grasp what umbrella terms such as “SEO” and “Reputation Management” really mean to businesses, what marketing issues they’re trying to resolve or what goals they’re hoping to accomplish.Why?SEO is like the primary foundation of our business online.Without having a robust SEO strategy and consistent, thoughtful, and smart messaging, you might not even know what’s out there for your business as the internet shares everything organically.When?All brands with a website need to have some involvement in SEO and work within organic listings to achieve brand goals and guidelines.From there, whether your products are sold or not will be decided by the marketplaces, retailers, and supply chain.

They can be volatile as they get over the learning phases.At times, account managers will invest copiously in the initial periods to dodge the learning phases, which means the return on ad spend (ROAS) will be lesser.Suppose you want to launch a B2B Google Ads campaign that appears globally.It is highly advisable that you begin with limited locations.At that point, you can then evaluate if you’ve got a winning strategy to implement in other markets.In this blog, we will discuss everything you need to know to launch national/international Google Ads campaigns in the right way.NATIONAL/INTERNATIONAL CAMPAIGNS: RULES OF ENGAGEMENTNational/International campaigns have very particular rules of engagement.If you target multiple geographical locations in one campaign, you attract the following risks:Budget allocation is determined by the highest search volume rather than profitability.Ad delivery could be low because of time-zones being set at the account level.Generally, it is advisable to limit campaigns to a single time zone only.This helps ensure the accuracy of ad scheduling (dayparting) and that the ad budgets are not pushed to cater to too many markets.In fact, some businesses prefer to create a different ad account for each country (mainly if a notable currency is not available in a stated country).Based on the individual company, this is either a critical step because of the unstable exchange rates or merely an organizational choice.On the contrary, certain features such as household income and specific extensions are available in a few countries only.You will want to take time zones and currency into account to cash in on particular markets (like the US) where the features rolled out before time.MARKET DEMAND AND NUANCESWhen it comes to performing keyword research, Google Trends stands as one of our outright favorite free tools available in the market.It lets you view trends and volume for search terms by geographical location over time.One of the most common yet biggest mistakes seen in the new accounts is that they run proven ad campaigns in new markets without making adjustments for how that particular market thinks or searches.Even two similar keywords like marketing tools and marketing software have pockets of influence.But you will get a far better ROI when you invest in a native translation of ads, keywords, and landing pages.CREATIVE CHOICES PLAY A VITAL ROLESimply because a campaign works wonders in one market does not mean it will necessarily rock all the other markets.Let’s say leading with questions and using language that addresses the user works well in your domestic market.

The responsibility of a marketer is not limited to the moment a visitor converts on a landing page.If truth be told, the landing page itself has plenty of work that needs to be done before we can start celebrating to score a conversion.Curious about those leads that do not convert?Well, neglect them at your own risk!Being data-driven marketers, we are acutely familiar with the fact that the majority of the site visitors won’t ever convert.Gauging and feeding this data into your campaigns will help boost your overall results as well as your ability to optimize your campaigns for better ROI.Sounds good, right?But in the long run, some of these visitors will most probably convert:Via other channels or websites that might not be traceable to your landing page directly Offline at a brick-and-mortar store or through phoneAfter a very long consideration periodBefore you can begin cashing in on these long-term converters, you need to understand better where those converting visitors are coming from to your website.For that, check out the Google Analytics Multi-Channel Funnels Report that displays the various interactions that take place before a conversion does.Once you get a better idea of where those converting visitors are coming from, you can implement these three tips to utilize this data wisely and squeeze more value from your existing landing pages.#1 MEASURE YOUR OFFLINE INTERACTIONS TRIGGERED BY LANDING PAGESBusinesses that have physical stores or an offline sales channel can use paid search and social channels to bring in visitors and utilize their landing pages to highlight their products or services.However, if the end goal is to drive store visits and phone calls, marketers need to get a bit more creative with evaluating performance.If it does appear in the menu, you can build custom reports or see store visit conversion data at the ad, campaign, keyword, or ad group levels.In addition to this, Facebook Ads campaigns that have store visits as an objective provide results for ad analysis and campaign as well.