There’s a lot going on in the inbound marketing world this week. We have the scoop on running effective hashtag promotion campaigns and how to write a meta description that compels users to click.  Additionally, Google’s updates to the local pack in search results, Snapchat’s effect on the social media user experience, and ideas for building mobile followers through apps have all caught our eye this week.

 

 

Social Optimization

  • How has Snapchat revolutionized the way we use social media? Payton Garrett took a closer look at social media use and the rise of Snapchat at the Social Media Delivered blog this week.
  • Facebook’s Graph Search feature has changed over the years, but there are still plenty of insights to be found within if you know how to use it. Joshua Kraus’s “Advanced Guide to Facebook Graph Search” at the Sitepoint blog this week is a good place to start if you need a refresher.
  • If hashtag promotions are a part of your social media marketing strategy, then it’s important that you’re tracking and measuring them properly. At Convince & Convert, Ingrid Ewen has a very informative post this week on how to track your hashtag campaigns.
  • Building up a social media community around your brand is an important first step to getting leads and sales through social media. But if you’re a brick and mortar business, it can be difficult to bridge the gap to the next step: compelling those users to actually come to your store and become a customer. Jason DeMers has some suggestions for making it happen at Forbes.

 

Search Engine Optimization

  • Google is taking product questions through a new medium—Twitter. Tweet questions hashtagged #ghelp to get answers through Help on Social, Google’s new help site.
  • There’s no hard and fast rule for how Google assesses websites hiding or concealing content using Javascript, but Mark Chalcraft at Freshegg has a thorough review of current best practice that could be helpful if you’re unsure about implementation.
  • It’s no secret that Google has been testing different search result formats and snippet types. How can you take advantage of structured data to influence the appearance of your pages in search results? Jarno van Driel has some insight at SEOSkeptic.
  • At the Framed blog, Elliot Block challenges readers to reevaluate their analytics data to find the metrics that truly count.
  • Crafting the perfect meta description isn’t always as easy as it looks. At Search Engine Journal, Michiel Heijmans has some pointers for writing meta descriptions that will compel users to click through.

 

Local Optimization

  • The local pack in Google search results continues to evolve, and that includes paid ads. Users have noticed paid Nearby Business listings appearing in mobile search, and Kyle Sanders has a write-up (with lots of screenshots) exploring the implications at Complete Web Resources.

 

Mobile Optimization

  • In the world of mobile brand storytelling, who’s doing it right? Laxman Papaneni has four great examples of businesses engaging customers on mobile through creative brand storytelling.
  • Building communities of mobile users around your brand can be tricky, but with a solid understanding of user behavior and app adoption, it can be done. At the orat.io Messenger Marketing blog, Stefanie Sauer has an in-depth look at how broadcasts via Facebook Messenger can reach and engage your audience on mobile.
  • If you have a mobile website and a desktop site, Google says you probably don’t need both—the mobile site will do just fine in search.
  • When consumers use their phones to access websites, they’re looking for some key features to get the information they need. Mobile Tech Force has the nine mobile site features users want to see at their blog this week.

 

Content Marketing

  • Does your content marketing plan have all the bases covered? Check out this latest infographic from the Your Escape From 9 to 5 blog, “The Ultimate Content Marketing Checklist”, to see if anything is missing.
  • 2016 is just around the corner. Are you ready for what a new year will bring for content marketing? It’s never too early to start planning, and at the Playbuzz blog Paul Quigley has six content marketing tips to keep in mind heading into the last quarter of 2015.
  • Consistent idea creation is a major concern for content marketers, but there may be resources out there you haven’t considered. At the Oz blog, Mary Barbour has five ways you may not have thought of to use Twitter for content ideation.
  • Content marketers tend to spend a lot of their time and energy on new content creation. Of course, everyone wants their content to be top-notch, and producing great content requires time and resources. But it’s important to remember that content curation, which may seem more passive, is another content marketing tactic that can be very beneficial—and deserves a little attention of its own. Gene Sobolev at Inboundli has an informative infographic this week covering the benefits of content curation for B2B content marketing.
  • We all know that personas are an important and useful aspect of content marketing, but in case there’s anyone in your world who needs convincing, Fanny Arles has six compelling reasons to use them over at elokenz this week.

 

Conversion Optimization

  • There are many approaches to A/B testing. Which one is best for your project? If you’re a dedicated conversion analyst, then you’re probably familiar with the debate surrounding Bayesian vs. Frequentist statistics as they apply to optimization. Alex Birkett broke down the arguments and got to the heart of why the subject is so polarizing at ConversionXL this week.
  • Marketers promoting SaaS can leverage content to drive free trial conversion rates. Email marketing is an obvious choice, but there are many other content tactics that are effective for driving signups. Sierra Calabresi at New Breed has the details.

 

Email Marketing

  • How can pull marketing methods like search help you generate more email leads? At Korie Fusion, Johnson Emmanuel has nine strategies.
  • At e-Marketing and Commerce, Caitlin Palmieri has a great breakdown of the differences between email marketing and text message marketing, and how both can be leveraged by businesses to help achieve differing goals.
  • Newsletters can be great tools for keeping your customers informed and engaged with your brand. If this isn’t currently a part of your marketing strategy, then Read This Thing’s guide to launching a newsletter should be your first stop.

 

Reputation Management

  • There are many reasons a business may decide to rebrand. If you’re working with a business that’s decided to go this route, then this article at Designhill on rebranding a small business on social media is worth a read.
Growth Marketing Manager at |

Andrew has serviced SEO clients across a variety of industries including large-scale e-commerce, retail, home services, and more. As Growth Marketing Manager for UpCity, he works every day to improve our Marketplace experience for agencies and business owners alike.