Guardian Owl Digital http://www.senyelokum.com Digital Marketing 2020 | Guardian Owl Digital Wed, 02 Jun 2021 21:56:33 +0000 en-US hourly 1 https://wordpress.org/?v=5.7.2 http://www.senyelokum.com/wp-content/uploads/2018/09/cropped-HQ-owl-head-01-1-32x32.png Guardian Owl Digital http://www.senyelokum.com 32 32 Google’s ‘Project Bernanke’ and ‘Jedi Blue’ Are Out in the Open. Will Advertisers Care? http://www.senyelokum.com/2021/06/02/googles-project-bernanke-and-jedi-blue-are-out-in-the-open-will-advertisers-care/ http://www.senyelokum.com/2021/06/02/googles-project-bernanke-and-jedi-blue-are-out-in-the-open-will-advertisers-care/#respond Wed, 02 Jun 2021 21:34:23 +0000 http://www.senyelokum.com/?p=207917 The post Google’s ‘Project Bernanke’ and ‘Jedi Blue’ Are Out in the Open. Will Advertisers Care? appeared first on Guardian Owl Digital.

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Google’s ‘Project Bernanke’ and ‘Jedi Blue’ Are Out in the Open.? Will Advertisers Care?

?In Texas at the end of 2020, ten states filed a joint antitrust lawsuit against Google for allegedly monopolizing the digital advertising industry. The states claim that Google, in a project called “Jedi Blue,” cut a deal with Facebook when the social media giant started gaining ground as a rival advertiser.? The alleged deal?? Facebook would be given an advantage in Google-run ad auctions in exchange for reducing competition with Google.

 

Some documents filed as part of Google’s initial response to the lawsuit weren’t properly redacted when they were initially filed in the public docket.? While Google was allowed to refile a redacted version under seal, some of the contents of the earlier version were made public by news outlet MLex.

 

An article in The Wall Street Journal said that those documents indicate that “Google for years operated a secret program that used data from past bids in the company’s digital advertising exchange to allegedly give its own ad-buying system an advantage over competitors.”

 

The program, called “Project Bernanke,” used previous Google Ads bid data to make it more likely that Google would win auctions that might have gone to other buying tools or not been filled at all.? In other words, under the auspices of “Project Bernanke,” Google was able to gain an advantage through bidding data collected from advertisers using its own ad exchange.

 

This would seem to support the lawsuit’s claim that Google created a digital-ad monopoly that harmed its competitors and publishers alike, and makes it harder for Google to stave off claims that it acts as a monopoly. But many marketers seem unsurprised, considering Google’s massive market dominance.

 

So what happened?? The Texas lawsuit claims that Google tried to keep Facebook from using “header bidding,” a new type of targeting with the potential to compete with Google’s display ad products.

 

According to Michael Acton, Senior Correspondent, and Mike Swift, Chief Global Digital Risk Correspondent, for MLex, who first disclosed the unredacted documents, “The previously secret deal struck by Google and Facebook in 2018, the newly filed Google document acknowledges, required Facebook to use ‘commercially reasonable efforts’ to bid on at least 90 percent of the bid requests it got from Google, with Facebook committed to spend at least $500 million a year in Google’s Ad Manager or AdMob advertising auctions by the fourth year of the agreement,.”

 

But Project Bernanke gave Google access to historical data about bids made through Google Ads.? Using this data, Google could change bids by its clients and improve their odds of winning auctions for ad impressions.? That put competitors’ ad tools at a significant disadvantage. Google said that this technology is similar to the way data is used by other advertising tools, and told news outlets that the claims put forth in the lawsuit misrepresent their technology.

 

But the Texas suit claims that using its access to data from publishers’ ad servers allowed Google to steer advertisers toward the price they needed to bid to secure ad placements.? Since more than 90% of large publishers use Google to sell their digital ad space, that has an outsize impact on competition.

According to the Wall Street Journal report, “Google’s use of bidding information, Texas alleges, amounted to insider trading in digital-ad markets. Because Google had exclusive information about what other ad buyers were willing to pay, the state says, it could unfairly compete against rival ad-buying tools and pay publishers less on its winning bids for ad inventory.”

?So why the collective shrug from marketers??

Many, like Amalia Fowler, Director of Marketing Services at Snaptech Marketing, see it as the cost of doing business in the digital ad space. “Unfortunately, there is no real replacement for Google when it comes to Google Ads,” she observed. “Microsoft is technically an alternative, but the sheer volume of searches on Google makes it no contest, so we’ve adopted this mindset of having to put up with Google.”

Others, for whom the buying, selling and exploiting of consumer data is almost a non-story, believe this wouldn’t be an issue if it were anyone other than Google involved.? But the company’s massive size and market dominance, they say, makes it an easy target.

So will all the noise — and the lawsuit itself — have an impact in the marketplace?? Maybe.? A central claim in the suit is that advertisers were harmed by Google’s actions, claiming, “Having reached its monopoly position, Google now uses its immense market power to extract a very high tax of [redacted] percent of the ad dollars otherwise flowing to the countless online publishers and content producers such as online newspapers, cooking websites, and blogs who survive by selling advertisements on their websites and apps. These costs invariably are passed on to the advertisers themselves and then to American consumers. The monopoly tax Google imposes on American businesses—advertisers like clothing brands, restaurants, and Realtors—is a tax that is ultimately borne by American consumers through higher prices and lower quality on the goods, services, and information those businesses provide. Every American suffers when Google imposes its monopoly pricing on the sale of targeted advertising.”

Time will tell if the lawsuit results in changes at Google, including more transparency.

We want to know what you think! Email team@guardianowldigital.com to be featured in our upcoming podcast and email series.?

 

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LinkedIn Publishes Ad Guide for Marketers in 2021 http://www.senyelokum.com/2021/05/24/linkedin-publishes-ad-guide-for-marketers-in-2021/ http://www.senyelokum.com/2021/05/24/linkedin-publishes-ad-guide-for-marketers-in-2021/#respond Mon, 24 May 2021 20:06:30 +0000 http://www.senyelokum.com/?p=207908 The post LinkedIn Publishes Ad Guide for Marketers in 2021 appeared first on Guardian Owl Digital.

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LinkedIn Ads Guide Offers a Handy Resource for Marketers

Earlier in 2021, Microsoft (which owns LinkedIn) noted that LinkedIn sessions jumped 30% in the last quarter of last year, accompanied by a 23% increase in quarterly revenue.? As we emerge from the pandemic, that growth is likely to remain robust, making LinkedIn an obvious choice for B2B marketers.

But have you ever wished you could have all the details, specs, options and more for every type of LinkedIn ad, all in one place?? Now you can? The new LinkedIn Ads Guide is a convenient reference resource for marketers as they plan campaigns on the platform.

According to LinkedIn, the new Ads Guide was designed to be “a one-stop resource for LinkedIn ad specs, formatting recommendations, and general information. You’ll find all the pertinent details around four different categories of LinkedIn Ads: Sponsored Content, Sponsored Messaging, Lead Gen Forms, and Text and Dynamic Ads, as well as the various ad formats available within each.”

As LinkedIn notes, the guide covers four separate ad categories:

  • Sponsored Content including Single Image Ads, Video Ads and Carousel Ads
  • Sponsored Messaging including Conversation Ads and Message Ads
  • Lead Gen Forms
  • Text and Dynamic Ads including Text Ads, Spotlight Ads and Follower Ads?

 

For every ad type under each of the four categories noted above, the LinkedIn Ads Guide offers detailed, specific guidance, including:

  • Design Recommendations such as file type, file size and aspect ratio for desktop and mobile ads
  • Text Recommendations covering suggested character length for ad name (optional), headline, introductory text and description (if using LinkedIn Audience Network – LAN).
  • Technical Requirements encompassing file type and size along with minimum, maximum and recommended pixel dimensions for horizontal, square and vertical ads
  • Call To Action Options including apply, download, view quote, learn more, sign up, subscribe, register, join, attend and request demo
  • URL Requirements specifying required URL prefix and character length.

The LinkedIn website offers best practices for each of the four categories of ads.? Here are some of the highlights.

 

Sponsored Content

Keep headlines and descriptive copy short and clear.? Embed larger images instead of thumbnails.? Include a call to action.? Target, but not too tightly; use location and two other criteria to start.? Don’t just share news; offer your own analysis and insights, along with human interest stories.? Use rich media like video and audio.? Try LinkedIn tools like Lead Gen Forms, Audience Expansion and the LinkedIn Audience Network.? Run A/B tests for both creative and targeting.

 

Sponsored Messaging

Know where in the customer journey you want to engage people and what result you want.? As you create content, for brand awareness, use blog posts, webinars, or industry trends and analysis.? To drive leads and conversions, share product demos, tutorials, success stories and event invitations.? If you share PDFs or downloadable content, Lead Gen Forms collect leads directly in LinkedIn and can double conversions.? If you share a YouTube link, the video will automatically unroll in your Message or Conversation Ad.? Speak your audience’s language.? Focus on their pain points with emotion and empathy.? Analyze and optimize.

 

Lead Gen Forms

Lead Gen Forms can be paired with single image ads, carousel ads, video ads, and message ads.? Create a strong offer.? Hook your audience with a question, then use your form to provide the answer and solution.? Be short and bold.? Clearly communicate value.? Use images and videos.? For the latter, new ideas and explainer videos get the best results.? Keep videos under a minute, and use a memorable soundtrack.? Keep the number of questions to a minimum.? Follow up with leads in a timely manner.? Use the confirmation message to provide clear next steps.

Be specific with the call to action you choose.? Refresh your creative regularly.? Use LinkedIn’s detailed demographic reporting to optimize your campaigns.? Make sure your LinkedIn Page is complete, and post content regularly.? Test, adjust and test again.

Text and Dynamic Ads

If you have multiple audiences, target them with separate campaigns.? Use only a few targeting options (i.e., geography / industry / seniority) at a time. Use multiple ads for each campaign.? Talk to your audience directly.? Set an aggressive maximum bid.? Always include an image.? Turn off low-performing ads.? Tweak constantly; even simple changes to targeting, bids, and creative can increase your performance.? Have a strong, time-sensitive call to action.

 

You can access the new LinkedIn Ads Guide here: https://business.linkedin.com/marketing-solutions/success/ads-guide

 

And when you’re ready to create an effective LinkedIn campaign, reach out to the LinkedIn experts at Guardian Owl Digital!

 

 

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Use Local SEO to Own Your Market http://www.senyelokum.com/2021/03/22/use-local-seo-to-own-your-market/ http://www.senyelokum.com/2021/03/22/use-local-seo-to-own-your-market/#respond Mon, 22 Mar 2021 14:06:33 +0000 http://www.senyelokum.com/?p=207892 The post Use Local SEO to Own Your Market appeared first on Guardian Owl Digital.

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A Field Guide to Local SEO Success

Want to crush the competition and cultivate more customers close to you?? Here are steps you can take right now to build your online presence and sell more in your area.

 

Nurture Your Listings.

Google My Business is the place to start.? Claim and complete your Google My Business Page.? When you choose categories, be super accurate and super picky; fewer categories (but the right ones) will get you better results.? Photos can give you a big boost, so include pics of your facilities, your team, your products and – if they’re okay with it – your customers.

And think beyond Google.? For example, Bing Places for Business still has about a third of the market.? So claim and complete your Bing Places for Business Page.? Likewise, there are literally hundreds of online directories like Yelp, Apple Maps, Foursquare, Yahoo Local and Yellow Pages.? Make sure you’re listed on the important ones for your business, and that your listing is up to date and accurate.

Don’t overlook social media.? A lot of customers are using Facebook to find and talk to a business, so having a Facebook Business Page is a big deal.? Same with other social platforms like Twitter, Instagram and LinkedIn; grab those business pages even if you’re not a heavy user of their platforms.? Most sites let you pin a post or tweet to the top of the page where you can ask visitors to call, follow you or drop by your website.? Do that.?

As with everything else, make sure the information is complete, accurate, and current.? If your hours change, update everything.? And this is important: make absolutely sure your core information like name, address, and phone number is exactly the same across all listings and platforms.? It makes Google happy.? And happy Google is your best friend.

 

Think About Reviews.

Did you know that positive reviews can make you more visible online?? It’s true.? So be sure to claim your listing on review sites.? To ensure a high percentage of favorable reviews, respond to reviewers, especially critical ones, in a positive and friendly way.? Use critical reviews to improve how you do things, then let those critics know the steps you’ve taken.?

If a reviewer says something that simply isn’t factual, most platforms allow you to challenge it.? If you encourage reviews (and you should), ask customers to use your city and a keyword or two in their review.? That tells Google you’re a reputable local business.

 

Go Mobile.

Google pulled a fast one on you while you weren’t looking.? They went all mobile-first on you.? That means they now look at the mobile version of your website (think: your smartphone) before the “regular” desktop version.? So be sure your mobile site is firing on all cylinders.? Start with Google’s own mobile-friendly test.

Some Nerdy Stuff.

For local SEO, you can use structured data markups to help Google better understand your business.? This might include items like your departments or divisions, location or locations, hours, contact information and more.? Likewise, keeping those “invisible” meta titles, tags and descriptions current and complete can help searchers find you faster.? For local results, include your location specifically in those meta descriptions.

Locate Yourself.

When you create content for your site, include local references.? Mention local events, landmarks, organizations and anything that ties you and your brand to the local community you want to reach.? For example, if you’re a car dealer, a brewery or a dog trainer, drop in your city (and even state) name when you describe yourself, as in, “we’re Louisville, Kentucky’s newest brewpub.”

Get Local Links.

Having other local websites link to yours is big.? Really big.? But don’t buy ‘em.? You need to earn those inbound links the old-fashioned way.? For example, every time you’re mentioned (and linked to) by a local newspaper, blog, tourism bureau or reviewer, that inbound link helps fix you in place.? The more authority the site has, the better.? Links from social media matter, too.? Which means pursuing positive PR is good for local SEO — and business.

There’s more to local SEO, of course.? But this gives you a strong start if you want to show up more often and higher in local searches.

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A New Addition to Google Search Console: Associations http://www.senyelokum.com/2021/03/18/a-new-addition-to-google-search-console-associations/ http://www.senyelokum.com/2021/03/18/a-new-addition-to-google-search-console-associations/#respond Thu, 18 Mar 2021 16:19:36 +0000 http://www.senyelokum.com/?p=207883 The post A New Addition to Google Search Console: Associations appeared first on Guardian Owl Digital.

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You probably already know that Google offers a free service called Google Search Console.? It gives you an inside look at your website’s presence in Google search results, so you can find and fix issues that are hindering your search rankings.? Basically, it helps you better understand and improve how Google sees your site.

 

Google Search Console helps you:

  • Make sure Google can find and crawl your site.
  • Fix indexing issues and ask that new or updated content be re-indexed.
  • See Google Search traffic data for your site.
  • Be alerted if Google runs into indexing, spam, or other issues on your site.
  • See whose sites link to yours.
  • Solve issues for AMP, mobile usability, and other Search features.

Now, Google has added a new tool to Search Console: associations.? If you use Search Console for your website, you can connect it to other Google accounts like your YouTube channel, Google Analytics, Google Ads, Android apps and more.

 

The following can be associated with a Search Console property:

  • Google Analytics property
  • Chrome Web Store account
  • Android Play Store app
  • Google Ads account
  • YouTube channel
  • Google Assistant Actions Console project

 

The request for association has to come from the property that you want to associate with your site.? For example, if you want to associate your YouTube channel, go to the YouTube Studio settings page and request association with your site’s root URL.

 

The Search Console property owner gets notified of the request and approves or denies it in the Search Console Associations settings page.? Often, the party asking and approving are the same, so the request gets a green light automatically without notification.

 

You can associate more than one entity with your Search Console property (for example, a YouTube channel and an Android app).? Google has said “any existing associations are automatically carried over to the new Associations page.” If your YouTube channel and Google Analytics account were already associated with your Search Console, they’ll appear in your Associations page automatically.

 

You can easily remove an association at any time.? In the Associations settings page of your Search Console, find the association you want to delete, select “More” and click “Remove association.”? To delete the Search Console association in the other service, you have to use that product’s management console, just as you did when you requested it.

 

So what’s the benefit?? Associations allow you to unlock more functionality for your site.? For example:

 

  • Google Analytics property: View Search Console data, such as organic search queries, in your Google Analytics property. Link Search Console domain properties to Google Analytics for better coverage of organic search results. This gives you a more complete picture in the Search Console reports in Google Analytics.
  • Google Ads account: View the paid and organic report in Google Ads.
  • YouTube channel: Link your videos to your associated website.
  • Play Console app: Use App Indexing.
  • Actions Console project: Verify your brand and enable cross-platform functionality.
  • Chrome Web Store account: Publish apps and extensions to the Chrome Web Store on behalf of your site.

Associations make Google Search Console even better, giving you a broader view of your data across all your Google services.

If you have questions or need help with manageing search console contact GuardianowlDigital at team@guardianowldigital.com or text 502.822.6695

 

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Get Ready for Google Core Web Vitals Change http://www.senyelokum.com/2021/03/12/get-ready-for-google-core-web-vitals-change/ http://www.senyelokum.com/2021/03/12/get-ready-for-google-core-web-vitals-change/#respond Fri, 12 Mar 2021 18:11:04 +0000 http://www.senyelokum.com/?p=207876 The post Get Ready for Google Core Web Vitals Change appeared first on Guardian Owl Digital.

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In May, Core Web Vitals will become part of Google’s algorithms.? They measure your website’s loading, interactivity and visual stability — site speed factors that matter to search engines.? So now is the time for websites to tackle the Page Experience Update.?

?Surprisingly for Google, in addition to the timing of the change, they’ve provided the exact metrics you need to measure and improve.? They include Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS).? Let’s look at each of them.

 

Largest Contentful Paint

How long it takes for the largest item on the screen to load.

  • Good: < 2.5 seconds
  • Needs Improvement: 2.5 – 4 seconds
  • Poor: > 4 seconds

 

First Input Delay

How long it takes for the site to respond when a user clicks on something.

  • Good: < 100 milliseconds
  • Needs Improvement: 100 – 300 milliseconds
  • Poor: > 300 milliseconds

For purposes of testing, a similar metric is “Total Blocking Time (TBT).”? First Input Delay requires field data, but when it’s not available, Total Blocking Time can use lab data.

 

Cumulative Layout Shift

Whether a page jumps around as the user scrolls through.

  • Good: < .1
  • Needs Improvement: .1 – .25
  • Poor: > .25

 

Your site audit should focus on areas ranked as “poor” for the biggest gains, then move on to those that “need improvement.”? Here’s one way to approach that audit.? You’ll need three things to begin:

  • Your website’s domain.
  • A PageSpeed Insights API key (from the Google PageSpeed Insights documentation page).
  • A paid version of the Screaming Frog website crawler.

(Note: You get around 25,000 PageSpeed Insights queries per day.? That’s plenty for smaller sites.? For larger sites, you’ll have to extrapolate the data from those queries across the remainder of your site.)

 

Get Connected

In Screaming Frog, navigate to Configuration > API Access > PageSpeed Insights.? Paste your PageSpeed Insights API key into the “Secret Key” box and click “Connect.”? Once connected, click “Metrics,” choose “All Metric Groups” and click “OK.”? This gives you access to the following metrics groups:

  • Overview – General information such as page size and potential load savings for each.
  • CrUX Metrics – Chrome User Experience Report data from real, opted-in users.
  • Lighthouse Metrics – Lab data including LCP, TBT and CLS scores.
  • Opportunities – Suggestions for page-by-page speed improvements.
  • Diagnostics – Additional information about the overall performance of the site.

 

Start Crawling the Site

Paste the domain of your site into the box at the top of the crawler that says “Enter URL to spider.”? Wait for the “Crawl” and “API” progress bars in the top right-hand corner to reach 100% before you start looking at your data.

 

Assess the Size of the Problem

To see what percentage of pages fail each Core Web Vitals minimum, in the top navigation bar, select “PageSpeed” and then “Export.”? In your exported data, find these columns and filter as noted:

  • Largest Contentful Paint Time (milliseconds) – Filter for LCP > 4000ms.
  • Total Blocking Time (milliseconds) – Filter for TBT > 300ms.
  • Cumulative Layout Shift – Filter for CLS > 0.25.

Add this data to a separate datasheet so you can easily see which pages fail each Core Web Vital and detect any patterns (for example, only blog pages).

Find Solutions

This is where the PageSpeed Insights API goes to work.? On the right-hand side, in the “Overview” tab, scroll down to “PageSpeed” for a list of issues and recommendations for page speed and Core Web Vitals. Click on an issue to see the pages affected, and export them into your datasheet to see how many and which pages are affected by that issue.

For each recommendation, look at the “Savings” that could be gained by fixing that particular issue, either in bytes or milliseconds.? Add up the potential savings for each issue, and the average savings that could be made per page by fixing it, to see which issues offer the biggest potential load savings.? Make these your highest priority.

 

Get Specific

?Looking at the issues specific to a page offers more granular data so you can quickly see what the issue is and whether it can be fixed.

Take render-blocking resources, for example.? Select one of the URLs affected by this issue, and select the “PageSpeed Details” tab in the bottom navigation bar. The bottom left panel shows page speed information for that page. Select Opportunities > Eliminate Render Blocking Resources.? The bottom-right panel will list the URLs of render-blocking resources on that page, their size (in bytes) and the potential page load savings that could be made (in milliseconds) if they’re eliminated.

Look for any patterns. The same resources will often appear on multiple pages or even on every page on the site, so solutions can be applied sitewide.? Gather the data for every issue on the site, and use it to deal with each issue in priority order.? Once all changes have been made, crawl the site again and compare, but remember that some issues will take time to resolve.

Sites that meet or exceed Core Web Vitals minimum thresholds are likely to see an improvement in rankings, as Google notes they will “prioritize pages with the best information overall…”? Meeting the minimums gives your site a measurable advantage in terms of search visibility.? But you need to start now.

Contact Guardianowldigital at team@guardianowldigital.com for help in getting higher in search results.

 

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7 Ideas For YouTube Videos That Sell in 2021 http://www.senyelokum.com/2021/03/05/ideas-for-youtube-videos-that-sell-in-2021/ http://www.senyelokum.com/2021/03/05/ideas-for-youtube-videos-that-sell-in-2021/#respond Fri, 05 Mar 2021 19:47:06 +0000 http://www.senyelokum.com/?p=207861 The post 7 Ideas For YouTube Videos That Sell in 2021 appeared first on Guardian Owl Digital.

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Seven Ideas for YouTube Videos That Sell

?As you map out your digital marketing strategy, it’s easy to overlook YouTube.? But consider this: with over 2 billion viewers every month and rising usage on TVs, you ignore it at your own peril.? YouTube’s ad choices, audience targeting options and broad reach make it a formidable tool.

 

But what to do with it?? Since nearly 3/4 of consumers say they’re more likely to buy from you after watching a video, and fewer than 10% of small businesses taking advantage of the platform, you can give yourself a big advantage by creating the right videos.? Here are seven ideas to get you started.? These seven can result in a lot of video content for YouTube that can also be shared on social media, your own website and via email.

 

Showcase a Product or Service

Highlight what you sell by using video to tell a story.? Show how it makes life better, meets a need or solves a problem.? Keep it simple.? Show the situation, explain the pain, then show how what you offer relieves that pain.? Wrap up with a short call to action that lets the viewer know what to do to make their own life better with your product or service.

 

Stage a Demonstration

Create a video that shows, step by step, how to use your product or service, including an actual demonstration of that product or service in use.? This lets the viewer see how easy it is — and how effective or fun it can be.

 

Answer Some Questions

Frequently asked questions aren’t just for your website.? They make great video content, too.? Group similar questions together into a single video.? Keep a conversational tone, and keep it simple, clear and short.

 

Let Your Fans Speak

Video testimonials and reviews are a lot more powerful when delivered by the happy customer or client. ?Think “before and after.”? Ask your customer to talk about what their problem was or why they were unhappy with other providers, and how you made their life easier or better.? No scripts.? Let them use their own words.? And keep the focus on benefits.

 

Influencers and Unboxers

An influencer already has a following.? If their audience matches yours, having them talk up your products or services can feel like a celebrity endorsement to their followers.? But don’t jump in until you watch a few of their videos yourself.? See how their previous videos have done: unique viewers, watch time, impressions and engagement (comments) and so on.? For unboxing videos, make sure your packaging looks great and brands you well — and throw in a free sample or surprise.

 

Pull Back the Curtain

Behind the scenes videos can be very effective, drawing the viewer into your process and demonstrating your commitment to quality.? But as you show how you work, be sure to get the details right.? Make sure every workspace is clean and organized, control the lighting and sound as much as you possibly can — and tell a story that reinforces your brand.

 

Show Off Your Team

Especially if recruitment and retention matter to you, or if your customers have a lot of contact with your people, videos that highlight your team members can be really important.? These should feel relaxed and real, and let your employees’ personalities come through.? Let your team get in on the planning.? Have fun with it!

 

A Few Notes on Production.

Decide in advance how professional you want your videos to be.? YouTube videos range from do-it-yourself smartphone videos to professional productions.? If you choose to do it yourself, opt for the best gear you can afford.? A lot of new phones shoot excellent quality video, as do affordable options like GoPro camera.? Choose what makes sense for your audience and what you sell.?

 

Invest in good lighting and a good microphone.? Use professional voice talent if it makes sense.? Keep it short; two minutes is just about right for most videos.? The quality of production should match the investment you’re asking the consumer to make.? If you’re selling a DIY product, your video can feel more relaxed.? If what you sell comes with a high price tag, your video better be polished.? When you use background music, make sure it matches the action and the audience, and don’t let it overwhelm the voices.

 

Above all, watch other videos you like to see what makes them appealing.? Pay attention to how they shoot, what the lighting and sound are like, what music they use and how long they are.? You can learn a lot by watching others.

Need a video change agent to help your video marketing fly higher this year? Contact GuardianOwlDigital at team@guardianowldigital.com.

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Women Can Rule in Business & Sports http://www.senyelokum.com/2021/03/01/women-can-rule-in-business-sports/ http://www.senyelokum.com/2021/03/01/women-can-rule-in-business-sports/#respond Mon, 01 Mar 2021 13:42:18 +0000 http://www.senyelokum.com/?p=207814 The post Women Can Rule in Business & Sports appeared first on Guardian Owl Digital.

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When all of us in the Guardian Owl Nest get together (virtually, of course!), it doesn’t take long for our conversations to land on sports-related stories and references. We have several fitness lovers and youth sports coaches among our ranks, so it makes sense!

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Whether we’re talking about the latest powerlifting techniques, what’s been happening in spin class, or how our kids are coping with interruptions to sports and school routines, we’ve covered it at The Nest.

Sports really are a big part of our lives here. Three members of the Guardian Owl team have taken on coaching various local athletic teams. And we love it! I coach field hockey at Atherton high school, Jamie coaches middle school basketball, and Allison coaches middle school track and field.

?We’ve all come to discover that leading these middle and high school kids on the field calls on a lot of the business and life skills we employ in our work on a daily basis. Not to mention a lot of the same problem-solving and organizational skills we use in both arenas.

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If you’re reading this, you probably live this familiar life/work juggling routine. It requires lots of creative problem solving, later nights, and earlier mornings to fill gaps dedicated to athletic practices and games. And let’s remember family commitments, children’s schedules, and school concerns.

It’s all so worth it to us. Giving back and serving while impacting the lives of kids who need all the support they can get during this pandemic make it all worth the late nights.

If we can help these kids learn how to set and work toward achieving goals on and off the field, this prepares them for cultivating crucial life skills in adulthood. We’re talking both work AND family. Managing a healthy and thriving family life is arguably more important than any professional endeavor.

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More than anything, we’ve all found that the kids we’re coaching along the way are teaching us even more than we’ve ever taught them.? Who knows, maybe the same kids that were once our athletes, will become major contributors to the Guardian Owl Team one day.

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While we’re at it, we’ve discovered some parallels between the sports culture we love and Guardian Owl’s team-based approach to helping clients succeed:

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  • Setting goals

Above all, we listen. You know your business better than anyone, and we have lots of ways to help connect you to your market. Whether in sports or business, what’s a winning strategy without establishing measurable goals?

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  • Teamwork

The best teams understand the importance of letting individuals do what they do best, for the good of the whole. This is true on the ballfield and in any professional setting. Guardian Owl takes a strong team approach in supporting our clients’ goals – and you are a key part of our team, as well!

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  • Reaching goals

Our ultimate goal is yours. The Guardian Owl team is constantly challenged to stretch – learn more, deliver excellence, and surpass clients’ expectations. When your SEO strategy isn’t quite hitting the mark, we dig even more and use all our tools to meet those measurable goals.

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At the end of the day, our goal at Guardian Owl is to leave the world a better place, both professionally and personally.

Want to build together and get to know our owls? Contact us at team@guardianowldigital.com?to join The Nest.

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Broadcast TV is Dead; Here’s Your New Marketing Addiction in 2021 http://www.senyelokum.com/2021/01/29/broadcast-tv/ http://www.senyelokum.com/2021/01/29/broadcast-tv/#comments Fri, 29 Jan 2021 15:19:06 +0000 http://www.senyelokum.com/?p=207654 The post Broadcast TV is Dead; Here’s Your New Marketing Addiction in 2021 appeared first on Guardian Owl Digital.

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Did you just write another check for broadcast TV?

I get it, it’s one of your most expensive addictions and the easiest way to spend that marketing budget.

Just call your TV rep and invest a million dollars.

You’ll get a call in 30 days telling you you’ve reached 10 million people who watched your commercial when its aired.

You only spent $0.1 per viewer!

Feels good, doesn’t it?

Unfortunately, that’s not the truth, and your mind knows it.

Often only a few percent of the people watching are potential customers (Think about all the men who’ve seen a thousand Tampax commercials?).

Let’s do some math.

You spend $1 million for an advertisement on TV
10 million people see your ad
5% of them are potential customers
5% of the potential customers buy your product
You make $1 for each purchase
25.000 people buy your product so you make $25.000
You lose $975.000
Your ROI is -97.5% on your fancy TV advertisement

Still want to write that check?

Your consumer’s attention has shifted, and your advertising budget needs to follow them.

Digital platforms hold personal data at the individual level and allow you to track every single dollar.

Now, those platforms protect individual personal data to the best of their abilities, but they also aggregate that data in a way that allows marketers to provide contextually relevant messaging to the individual people you want to engage.

Let’s take a hunting example, if we were to advertise for a hunting product on Google then we’d have our advertisement show anytime someone searched for a relevant hunting term in our relevant geographic region.

Let’s say you’re selling a hunting tree stand. If someone searches for “tree stand”, and if they are in a geographic area that you support, you can have an ad shown for your hunting stand at the exact moment that they have the intent to find a hunting stand.

Amazing, right? But wait, there’s more.

Let’s say your Google ad resonated with the person searching for a hunting stand and they clicked through to your website.

But they didn’t buy. That’s ok.

With a technology called retargeting, you can continue to show them an advertisement on Google, Facebook, and other social networks, and on relevant websites across the internet, for your tree stand.

Retargeting reinforces the recent intent that they already expressed by going to your website.

We already know that the individual was interested enough in tree stands that they went to your website?—?we don’t want to let the lead go.

With retargeting, which is relatively inexpensive, we can remind the consumer about what they’re missing by not buying your tree stand and why yours is the best tree stand in the world.

We can set a budget that will dictate how frequently they will see your ad after going to your website (ex: two times a day) and we can set how long they will see your ads for (ex: 30 days after visiting your site). With this, you don’t have just one shot at getting the attention of a relevant consumer…you can stay in front of them.

Ready for your new marketing addiction?

Contact team@guardianowldigital.com to start by February 15th.

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Seven Steps to Social Success in 2021 http://www.senyelokum.com/2021/01/12/seven-steps-to-social-success-in-2021/ http://www.senyelokum.com/2021/01/12/seven-steps-to-social-success-in-2021/#respond Tue, 12 Jan 2021 14:03:58 +0000 http://www.senyelokum.com/?p=207646 The post Seven Steps to Social Success in 2021 appeared first on Guardian Owl Digital.

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?Your Social media has extraordinary power to extend your reach, to capture customers and prospects, and to drive sales.? But the social channel is often treated like the stepchild of marketing.? It certainly gets adopted for the low cost of entry, but maybe for that same reason, it doesn’t get the attention it deserves.?

Done well, social media can make you money.? Otherwise, it’s just a drain on resources.? With that in mind, here are seven steps that are critical to driving sales on social media.

 

Plan

Begin with a clear plan.? Without a plan, social media becomes a “when we get to it” activity instead of a priority. This doesn’t have to take a lot of time.? But you need to do it.? Your plan should answer these questions:

  1. Which platforms make the most sense for our audience? Don’t chase fads, but don’t ignore trends. Focus on the platform or platforms that your audience engages with most.
  2. How often should you post? Consistency matters, so set a schedule and stick to it. A few times a week?? Daily?? Several times a day?? The answers depend on your goals, your resources and your audience.
  3. What kind of content should you post? Brainstorm a list of the kinds of posts you could create. Then create a calendar — literally — that shows which type of content gets posted on which days.? Remember, for every post that sells a product or service, post four or five that don’t.? Posts might include:
  • Case studies
  • Client profiles
  • Employee profiles
  • Myths dispelled
  • Common questions answered
  • Did you know?
  • Behind the scenes
  • Special events
  • Throwback posts
  • Best practices
  • Products / services

 

Budget

One of the things businesses like about social media is that it’s “free.”? But it’s not.? Not really.? You have to allocate the appropriate amount of time on your schedule or your team’s, or bring in a dedicated social media specialist, or hire an outside firm to handle it for you.? There are advantages to each; just choose the one that ensures a consistent and productive presence on your platforms of choice.? If you don’t, you will fail.

 

Creative

You might think that no matter what you post, it will get seen.? But with so much content in your audience’s feed, your posts are super easy to scroll past.? So make your audience stop.? That takes an arresting image, a startling or scrappy headline graphic, or an irresistible video topic.? Research shows that if your posts aren’t creative, they simply won’t get the engagement you need.? And engagement is a crucial step toward sales.

 

Video

 

It’s time.? If you’ve been putting off doing videos for social media, you can’t wait any longer.? But relax.? They don’t have to be long.? They don’t have to be complicated.? In fact, the shorter the better.? Just look at the kinds of content listed above, and see how many of them lend themselves to video.? You can use a phone or an inexpensive video camera, as well as an inexpensive microphone, and make perfectly watchable videos.? But start.

 

Build

 

All of this effort is wasted if you’re not building a robust following.? So spend the right amount of time and energy growing your base.? Start with customers.? At every interaction, ask them to follow you.? Always welcome them when they do.? Consider rewarding them, too.? Just as important, ask prospects to follow you.? Follow them.? Like and comment on their posts, and share them when they’re worth sharing.? Respond to every mention of your business on your platforms.

 

Compete

 

Follow your competitors.? Pay attention to what they’re posting.? Strive to outperform them.? If they do something smart, ask yourself how you can build that into your program, too.? And while it may seem counter-intuitive, comment with praise when one of their posts rings true – especially regarding industry trends or best practices.? Your graciousness reflects well on your business.

 

Pay

 

Organic reach is awesome.? It’s great to have people naturally respond to and engage with your content.? But remember that your goal is to drive sales.? So when you need people to take some action — visit a landing page, attend an event, get a coupon — consider paid social ads that give you access to prospects who look like your current customers.? Paid ads are also a great way to build your followers, especially if you’re new.

 

Social media can unlock sales for you.? But you have to execute at a high level if you want it to work.? Let us know how we at Guardian Owl Digital can help you reach new heights in 2021.

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7 Ways to Jumpstart Your SEO in 2021 http://www.senyelokum.com/2021/01/11/7-ways-to-jumpstart-your-seo-in-2021/ http://www.senyelokum.com/2021/01/11/7-ways-to-jumpstart-your-seo-in-2021/#respond Mon, 11 Jan 2021 22:18:51 +0000 http://www.senyelokum.com/?p=207639 The post 7 Ways to Jumpstart Your SEO in 2021 appeared first on Guardian Owl Digital.

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Guardian Owl Digital?was created to help provide integrity and transparency in the chaos of the internet world and certainly, in times of an uncertain future. We have compiled 7 ways businesses can utilize?seo?and digital marketing to now to help you through the?Coronavirus and beyond.

#1 Voice Search will impact search queries

Google Search Console is a free tool Google allows you to use in order to view what visitors are searching prior to engaging with your website. This tool is easily integrated with any site and can track the total number of impressions your landing pages are receiving, uncover opportunities to resolve or take advantage of, and see real time what your website’s median position is online.

This is where a real seo team will start uncovering what content is currently attracting visitors and if this is a strategy you can build off of. If not, let’s say it’s attracting poor quality visitors, this is an opportunity to restructure the verbiage on your landing pages.

Questions to consider when looking at Search Console.

What are the top search queries attracting visitors?

What are the top 10 Pages appearing in Results?

Would altering the meta data help engage more traffic?

Which images and video content is driving traffic? Has this changed?

#2 Data and analytics should become your priority if you want to remain ahead in rankings

In the past, it was hard to track which marketing efforts produced results. Now, even with radio, you can track real-time changes.

To create an SEO and digital marketing strategy that continues to grow, you have to analyze visitor behavior. What’s the online marketing funnel look like for YOUR business?

The behavior to analyze in Google Analytics;

What goals do we have in place that are being measured?

What are the top 5 traffic mediums?

What are the top 5 landing pages? Are they converting more visitors month over month?

What is the average page speed of my top 5 landing pages?

#3 Content that fulfills Google EAT principle will rank higher

Content is queen only if visitors are reading it.? Consider the following questions when generating your web content in 2021.

What’s already working Can we build off this?

What’s the focused search term for this content?

Is the content internally and externally linked?

Is it the appropriate length for indexing?

Are you sharing your content for engagement?

#4 Featured Snippets will become more prominent

Be the authority and resource for Frequently Asked Questions!?

Google LOVES when a website answers who, what, when, and why questions relative to their business. Not only does it show the website as a credible resource, it allows more opportunities to improve SEO quickly!

Google likes to feature websites at the top of results (Featured Snippets) which helps you improve your ranking as a whole if you’re adding great value.

#5 Predictive Search is set to improve

Google Discover was launched in 2017, unleashing a new kind of search — one that doesn’t even require a user query. Discover is another one of Google’s AI-driven tools. The content recommendation tool identifies user behavioral patterns over time and gradually learns these habits.

With this information, Discover can identify the most accurate content most likely to interest the user. Google Discover already claims more than 800 million active users. To appear, you don’t have to do anything special. If Google indexes your page, it will be included. Content is ranked based on algorithms inspecting content quality, and user interest. Although Google has communicated no precise factors, it seems that location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant.

#6 Artificial Intelligence will play a larger role in SEO

As we look at digital marketing in quarantine and beyond, automation of sales and marketing processes needs to be a real conversation.

Are you speaking to your prospective customer the same as a loyal client? Ecommerce and “selling online” is all about nurturing that relationship with every interaction.

How are you building automation & AI into your business??

#7 An effective SEO strategy will need to include video

How can you optimize that video content, though? Make sure to optimize your video channel name and description. The description shouldn’t just be crammed with keywords but provide a user-friendly overview of what your channel is about. Beyond this, keywords are crucial.

For example, if you’re optimizing for YouTube, you can get inspired by the platform’s auto-complete feature. Start typing in your video’s topic and see what pops up in the search field, which is essentially a list of suggested keywords, telling you precisely what people on YouTube are searching for.?

Watch The 45 Minute Webinar Here!

 

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