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Saturday, December 3, 2022

Marketing Glossary

Optimizing Video Content for Search

Video SEO is optimizing your video to be indexed and rank on the search engine results pages for relevant keyword searches. There are many optimization strategies to give your videos a higher chance of ranking.

Lumar contributor Jenny Abouobaia has shared eight tips to optimize video content for search.

She says, “If you want to use video content to drive organic traffic and conversions for your business, you will need to make sure they are optimized for both search engine bots and users as part of your SEO strategy. Here are 8 quick tips for video optimization to help boost your search rankings and user engagement.

1. Quality over quantity

Nobody likes to watch a blurry video or one that is difficult to hear. Make sure your video and audio files are top-notch. Exceptional video content can help you increase conversions, while low-quality recordings could negatively impact your conversion and engagement rates and make it less likely that someone will return to your digital properties for more.

2. Optimize video title tags

The title tag is one of the most important aspects of your video content.”

Video SEO: 8 Tips to Optimize Videos for Search

Lumar

ON24 Webinar Benchmarks Report 2022 [Report]

ON24 has published the Webinar Benchmarks Report 2022.

The ON24 team says, “Webinars are one of the most powerful tools for creating more engagement, collecting more data and driving more efficiency out of your marketing efforts. But what does a good webinar program look like and what can you do to have your webinars stand out from the competition?

We’ve compiled and analyzed the most interesting webinar questions and statistics that’ll help you produce the best webinar possible in our Webinar Benchmarks Report 2022.

In this report, you’ll discover:

  • Pre- and post-webinar benchmarks, detailing how audiences consume live and on-demand content
  • The most popular day to send promotional emails for webinars
  • Insights on how to optimize your webinar program for engagement.”

ON24 Webinar Benchmarks Report 2022

ON24

Off-Page SEO: An In-Depth Guide [Guide]

Off-page SEO refers to all SEO tactics that don’t involve updating or publishing content to your website.

Search Engine Journal has published ‘Off-Page SEO: An In-Depth Guide’ sharing some actionable strategies that show how to succeed online with it.

Roger Montti says, “Off-page SEO matters because a website lacking citations from other sites resembles a site that’s not worth crawling and indexing.

Because off-page ranking factors, like links, measure how important a site is, failure to attain any links may very well contribute to stagnant search traffic.

It’s not unlike having a car with no gas.

The most accurate description of what makes off-page SEO important is that it provides forward momentum to a site by helping it rank higher for more keyword phrases.”

Off-Page SEO: An In-Depth Guide

Search Engine Journal

Organically Growing With Authenticity: How to Connect With Your Audience

Organic growth is crucial to the success of any business. The days of solely focusing on paid advertising and pay-per-click are gone. While those things are still important and have their place, nowadays, people want to feel a connection with the businesss and businesses they choose. So you need to investigate how to connect with your audience. For the sake of your business, do it now, not later.

One study found that when companies create and participate in relevant conversations online,44% of consumers said they would feel a stronger connection. Since many consumers base their spending habits on emotional connections, building that bond is crucial.

Not only will you draw in new consumers with stronger connection skills, but you’ll build loyalty and satisfaction within your audience.

Whether you’re a brick-and-mortar business or do things strictly digitally, there are multiple ways to connect with your audience and experience authentic growth. Let’s cover a few strategies you can use to foster that connection and see greater success.

Define Your Customer Retention Strategies

If you’ve already built up your target audience or you’ve made an effort to get to know your customers, you’re one step ahead. However, that doesn’t mean you should take your foot off the gas pedal. Now is a perfect time to define yourcustomer retention strategies and consider what you can do to keep your audience interested. More importantly, what can you do to strengthen your relationship with them? 

Personalizing the customer experience is often the best retention strategy. People want to feel seen, heard, and appreciated when they’re supporting a business or business. You can do that by optimizing your website to make it more user-friendly, improving customer service efforts, and separating any back-end areas of your business from the things people see.

You can also improve the customer experience and boost retention using some of the following strategies:

  • Loyalty programs
  • Rewards/incentives
  • Engaging on social media
  • Checking out metrics
  • The more you retain existing customers, the more likely they are to be loyal to your business above your competitors. Beyond that, they’re more likely to tell others about what you have to offer. As everyone in marketing knows, word-of-mouth advertising is worth its weight in gold.

    Boost Your Digital Marketing Plan

    If you’re trying todevelop a growth strategy, the retention practices above can help. However, it might also be time to take a closer look at your digital marketing plan and make changes where necessary. You might be doing things that are contributing to unnecessary costs, or investing your time and energy into strategies that don’t connect with your audience.

    Your growth strategy needs to include the following:

    • Partnerships with other organizations
    • Uncovering gaps in your business and industry. What user needs are going unfilled?
    • Product development opportunities (e.g., growing out of your gap analysis)
    • A boosted digital marketing presence
    • Utilization of new tools and resources

    If you’re not sure how to change your existing marketing plan for the better, consider asking your customers what they want. (What a novel concept.☺) A customer feedback loop will boost your business and let your audience know you care about what they have to say. Emphasize convenience.

    Check in with your customers via newsletters or text surveys, and commit to the highest quality of customer satisfaction. These check-ins are also great for retention, as your customers are more likely to come back to see if you’ve made any changes based on their opinions, ideas, or suggestions. When they see their suggestions were taken seriously, there’s a good chance you’ve gained a customer for life.

    Humanize Your Business With Social Media

    We touched on the importance of word-of-mouth advertising earlier. Today, there’s no better way to spread the word about a business than via social media. If a strong social media strategy isn’t already a part of your marketing plan, it’s time to rethink things.

    Social media allows you to humanize your business and directly communicate with your audience. It allows you tobuild trust with your customers by answering questions, engaging in conversations, and letting them see that there are real people working to make sure they’re happy and satisfied.

    You don’t necessarily need to have an account on every social media platform. Consider what makes the most sense for your business, including where your audience is most likely to spend their time online. Don’t be afraid to get personal and casual on these platforms. Post behind-the-scenes photos, host live stream events, and let your personality come through in every word. Social media makes it easy to be authentic every day while showing your customers that you’re truly listening to them.

    Growing your audience with authenticity is something you can feel good about. Not only is it more cost-effective, but it allows you to have fun with your business and get other people as passionate about it as you are. While keeping a sense of professionalism is important, letting your guard down just a bit and connecting with your audience will make a big difference in how your business is viewed, and you’re more likely to form loyal relationships with customers for years.

    Over-The-Top (OTT) Advertising: Complete Guide [Guide]

    OTT advertising refers to companies’ ad placements and ad strategies to deliver their marketing message on those platforms.

    StackAdopt contributor Christiana Marouchos has published ‘Over-The-Top (OTT) Advertising: Complete Guide’ to help you understand OTT advertising.

    She says, “Simply put, OTT devices are any devices that can deliver streaming content. You’re probably already familiar with them, but examples include:

    • Smartphones, tablets, laptops, computers
    • Smart TVs
    • TVs connected to the internet with an external device (i.e., Roku, Chromecast, Fire Stick, etc.)
    • TVs streaming through gaming consoles like Nintendo Switch, PlayStation, or Xbox
    • Wi-Fi Blu-ray players

    OTT advertising relies on reaching its viewers while they stream content on these devices. Major marketing companies can’t rely on 30-second TV commercials anymore because of the way modern viewers are consuming their video content.”

    Over-The-Top (OTT) Advertising: Complete Guide

    StackAdopt

    One Data Point That Will Change How You Do B2B Marketing [Video]

    Neil Patel has published a new video ‘One Data Point That Will Change How You Do B2B Marketing’ to help marketers improve their b2b marketing.

    He says, “One data point that’ll change how you do B2B marketing. I own a ad agency called NP Digital, we have 700 plus employees globally and we focus on helping companies grow their traffic and their customer base from the internet.”

    Neil Patel’s Blog

    Optimize Your Content Marketing for ROI [Video]

    Watch Content Marketing Institute’s replay of Ask the #CMWorld Community on ‘Optimize Your Content Marketing for ROI’.

    The CMI team says, “CMI host Amanda Subler sits down with Michael Brenner, Content Marketing influencer, author and Content Marketing Agency CEO, to chat about the simple steps behind building a successful content marketing program in today’s competitive environment.”

    Content Marketing Institute

    Optimize Your Content Marketing Program for ROI [Video]

    Content Marketing Institute has published a new video ‘Optimize Your Content Marketing Program for ROI’ featuring Amanda Subler and Michael Brenner, Content Marketing influencer, author and Content Marketing Agency CEO.

    The CMI team says, “Every business creates content. But few know how to define the right KPIs, plan out the content that answers important customer questions, map that content to the buyer journey, distribute to the right audiences, and get measurable business results.”

    Content Marketing Institute

    Optimize Your Content Marketing Program for ROI [Interview]

    Content Marketing Institute has published a new video ‘Optimize Your Content Marketing Program for ROI’ featuring Amanda Subler with Michael Brenner.

    The CMI team says, “Every business creates content. But few know how to define the right KPIs, plan out the content that answers important customer questions, map that content to the buyer journey, distribute to the right audiences, and get measurable business results.

    CMI host Amanda Subler sits down with Michael Brenner, Content Marketing influencer, author and Content Marketing Agency CEO, to chat about the simple steps behind building a successful content marketing program in today’s competitive environment.”

    Content Marketing Institute

    One Quick Hack to Rank #1 of Google [Video]

    Neil Patel has published a new video ‘One Quick Hack to Rank #1 of Google’ sharing a strategy to improve Google search rankings.

    He says, “Quick hack to rank number one on Google. Have you ever hit up a website and asked them to link to you? They probably ignored you. Random sites won’t link to you, but you need these links to rank higher. And if you can’t get them you’re pretty much going to struggle to rank really high on Google. Links are currency like votes. ”

    Neil Patel’s Blog