Developing Eye Catching Content for Twitter with Sasha Tweel from Adobe Spark

#TwitterSmarter Chat Recap: 8-31-17

Here’s a recap of our fave tweets from this week’s informative and insightful chat. We’d love to hear from you! Please feel free to comment below and share your two cents on these questions.

Ask @hootsuite:

We invited our friends from Hootsuite to come on the chat and kick it off by answering one pressing question about Twitter marketing.

#TwitterSmarter Chat

For more tips, advice and resources to help you master Twitter and grow your business be sure to follow me at @MadalynSklar. I’m also available for one-on-one and group coaching and consulting. Get details here.

Be sure to join us every Thursday on Twitter at 1pm ET at hashtag #TwitterSmarter.

Madalyn Sklar, Twitter Advisor

Instagram Stories for Desktop and Facebook Watch Explored

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook Watch, Instagram Stories for the desktop and Instagram Galleries updates with Sue B. […]

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– Your Guide to the Social Media Jungle

Google adds trending searches and instant answers to iOS app

With a new search app update for iOS, Google has added trending searches and instant answers. (TechCrunch noticed it earlier today.) It replicates a previously introduced Android feature which reportedly resulted in an outcry, causing Google to enable an opt-out.

In the “what’s new” discussion in the iOS App Store, Google says:

  • See searches that are trending around you when you tap on the search box to start a search
  • Get instant answers to your questions as you type them, before you even complete the search. Try it out by typing for “goog stock” or “how tall is the eiffel tower” and see the answer show up in the suggestions below the search box
  • Easily give feedback on any suggestions you see while typing — just swipe left and tap on the “info” icon

Here’s what it looks like:

The trending searches appear to be national rather than specific to my location. The data appear to be Knowledge Graph data, but it’s not consistent — answers don’t always appear to factual questions — or as rich as the Google Answer Box, which appears after the search is actually entered.

Apple offers a somewhat richer version of instant answers with its Spotlight Search on Safari, though there’s no trending data.

Trending searches will be interesting to some people. Others will be indifferent; still others may be horrified (“Starbucks Pumpkin Spice Latte”). If they were truly local queries, it would be more interesting to me.

Instant answers has some utility for quick facts. But it’s now faster, easier and more efficient to use voice search or Google Home, if you have one. I can ask for the time in London or “what’s the population of the United States?” much more quickly with my voice than my phone keyboard.

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6 considerations for choosing a live chat solution

In a recent report, 45 percent of US online consumers say that they like having a chat invitation appear to help answer questions when they’re doing online research or making a purchase. It should come as no surprise that increased engagement between agents and customers leads to higher conversion rates and increased purchasing.

When exploring your live chat options, it’s important to understand that not all chats are created equal. The difference between a “smart” chat engagement versus a generic chat engagement can be the difference between a customer completing a purchase or abandoning your website.

This white paper from MarketLinc highlights the six key considerations you should take into account when planning to implement live chat software on your e-commerce website.

Visit Digital Marketing Depot to download “6 Considerations for Choosing a Live Chat Solution to Increase Ecommerce Conversion.”

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Critical tips for navigating difficult client relationships

At some point in your PPC career, it’s nearly guaranteed you’ll have to manage a difficult client. Whether it’s an agency, consultancy or in-house relationship, somebody’s bound to be unhappy. Numerous issues will arise that will test your patience, attitude and self-worth.

This article will share a few tips regarding how to navigate the choppy waters of managing difficult clients, and how you can build a successful relationship with them.

Tip #1: Demonstrate empathy

Whenever a client of mine is being difficult, I try to visualize myself in their situation. Clients exert a ton of pressure on those who execute their PPC programs, but that doesn’t mean they’re immune to pressure being put on them.

With difficult clients, I want to ensure I have a full understanding of their context, and I probe for answers to the following questions:

  • How is actual PPC performance vs. the client’s goal? If performance is down, do I truly understand why? Have I fully communicated the “why” to my client, and have I also communicated a comprehensive plan for addressing any performance issues? Clients get frustrated when they need answers and those who are responsible for executing their paid search program are not proactively supplying this information to them.
  • Is there a bigger business issue at play that I’m not aware of? Oftentimes, when clients are stressed about performance and become overly demanding, there are usually bigger issues at play — such as across-the-board digital underperformance. PPC is usually the one lever that can be pulled quickly to drive immediate results, so clients lean on their PPC team to help them get out of trouble. Recognizing this dynamic and asking questions about the entire business helps project confidence that you have a 360-degree understanding of the challenges your client faces.
  • Am I being innovative enough? I’ve experienced firsthand clients getting frustrated because I didn’t bring big ideas to the table. Clients spend a lot of money on paid search and social — and they demand (rightfully) that they’re getting above-and-beyond value.

Knowing your client’s overall situation can help you better discern what’s driving them to be frustrated and difficult. Having a deep understanding of your client’s pain points will help you develop a plan of attack that reduces frustration and therefore allows you to focus on what’s most important, which is doing the work and driving results.

Tip #2: Always provide context

A current client of mine once told me, “Data is just data. I don’t care about it. What I need to know is what it all means and what you’re going to do about it.”

Clients really dislike having a lack of context and insight regarding the state of their PPC. Following are some of the ways we can provide context to our stakeholders:

  • As I mentioned earlier in this article, always have a definitive answer to the question of “why.” In my experience, poor client relationships and associated churn is a direct consequence of failing to explain the “why” behind both good and bad performance. Failure to provide deep performance insights creates a lack of understanding perception that destroys trust. For instance, when not being able to explain why performance is good, clients form a perception that PPC is doing well despite your efforts. Not being able to explain why performance is bad could radiate a perception of incompetence. Being able to explain what the results are, what they mean, and what’s going to be done to double down on success or adjust after failure signals to clients that you’re in control of the situation and have a solid plan to move forward.
  • Have a document on hand that can be shared with clients to show them what you’re working on. You shouldn’t spend much time discussing the to-do list, as clients can read over the status doc at their leisure and ask questions when needed. Instead, focus your meeting times to explain the impact of your work and what it’s leading you to work on next. Having a status doc that can be proactively shared with clients allows them to stay constantly updated regarding your work. It also demonstrates your willingness to be 100 percent transparent, which increases trust.
  • Understand your client’s most important KPI, and drive to it as hard and fast as possible. I work with many lead-gen clients, and they usually have dual goals (e.g., get me x leads at x CPA). When taking that guidance literally, then explaining results, I usually receive response statements such as, “We don’t have enough lead volume,” or “CPA is too high despite the increase in leads.” KPIs are usually not created equal, so ask your client to define which KPI is most important to hit. This will give you some insight into whether their business is focused on growth or efficiency. Having this information will help you design a better-informed overall account strategy. Having this extra context could mean the difference between experimenting with new platforms to grow volume or spending most of your time trimming bids and adding negative keywords to an account.

Providing the “why” can help remove frustration directed at you personally. Clients want to know why things are the way they are so the best decisions can be made. Make it easy for your client by providing all the information available that’s relevant to share. Clients will appreciate the transparency, and while they might be frustrated about performance, they’ll want to continue working with you to find new solutions and ways forward.

Tip #3: Make it a partnership

The client relationship profile most prone to failure is one that lacks some level of partnership. For instance, a situation wherein a client insists on dictating strategy and action plans without input from the PPC team usually leads to disagreements, misalignments and frustration on both sides.

On the other hand, I’ve experienced client relationships that do not work out because a client is too hands-off. Without some level of guidance and direction from clients, it’s very difficult to keep PPC aligned with the overall business strategy, goals and objectives.

Below are a couple of things you can do to help create a successful partnership:

  • Negotiate a nearly equal say in the direction of the PPC program. In this scenario, someone has to be the final decision-maker in terms of strategy and overall direction — and in my opinion, that should be the client’s responsibility. However, if the everyday PPC person or team can provide a large amount of input into the strategy and direction, they’ll feel more invested in its success.
  • Do your part to ensure everyone involved with the PPC program is treated with respect. Passing the buck or assigning blame in a non-constructive, disrespectful way will only lead to animosity, which will reduce the effectiveness of the relationship and hurt results. Tough feedback from clients is part of the business and should absolutely happen. Agencies and partners should feel comfortable providing tough feedback of their own when warranted and be able to hold those clients they work for accountable as well. In all instances, both sides should be working to provide feedback and criticism in a constructive, positive way.

Final thoughts

Collaborating with clients is difficult, but it doesn’t have to be adversarial. Understanding your client’s point of view, determining the stress they’re under and providing them with the information and context needed to be successful can go a long way toward cutting through negative emotions. Doing so allows both sides to focus on what’s important: finding solutions to big problems.

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How to Generate Revenue With Your Content

Want to make money from your content? Wondering how a loyal audience can create business opportunities? To explore business models that help publishers generate revenue, I interview Joe Pulizzi. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, business […]

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– Your Guide to the Social Media Jungle

WeChat Stores May Change the E-Commerce in China

WeChat Stores May Change the E-Commerce in China

Wechat is challenging Taobao the digital mall for E-Commerce in China. And the new Wechat Store may change the game for Alibaba.

The Craze for Social Commerce in China

The emergence of new technology has transformed our consumption environment in an impressive way in China. Brands and influencers have quickly succeeded in penetrating the Chinese market and society by using tools that intertwine into the everyday lives of individuals. (Read Guide to Understand KOL in China)

It is a fact; online commerce takes a prominent place in China. It has become a complete ecosystem that interweaves into all the components of the digital landscape. It connects a multitude of Internet users and no longer dissociates from the physical experience.

The development of social networks has made it possible to change the behaviors and habits of Internet users and offers more freedom and power to consumers.

Continue reading "WeChat Stores May Change the E-Commerce in China" at Maximize Social Business by clicking here.

Google Shopping gets top spot impression share & product diagnostics reporting

Each year, Google rolls out several new features ahead of the holidays for retail advertisers. This year’s updates have started coming out.

The company introduced a new metric and new reporting for Shopping campaign advertisers — only in the new AdWords interface.

The new metric, called absolute top impression share, reports how often Shopping ads and Local Inventory ads appear in the first spot on mobile and desktop. Google says that during Q4 last year, the first Shopping ad on mobile saw up to three times more engagement than the other spots.

On the Products page, a new diagnostics report lets advertisers dig deeper into product status issues in AdWords.

 

These features can be added to the list of features exclusive to the new AdWords interface — what Google calls the new AdWords experience — that’s rolling out to advertisers through this year.

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5 Social Sharing Tools for Teams

Do you want your employees to contribute to your social media marketing? Looking for tools to manage the content people share on social? In this article, you’ll discover five tools that will help you coordinate the content your team posts on social media. #1: Leverage Employee Advocacy With Smarp If you’re looking for ways to […]

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– Your Guide to the Social Media Jungle

Google local pack tests displaying website mentions matching your query

Google is testing displaying in the local pack results if the local website returns the keywords you searched for on their website. For example, if you search for [climate control] in a specific region, the local pack might add an additional line to the search snippet, mentioning if the website in the local listing actually has those words on their web pages.

Here is a screen shot from Matt Schexnayder of Sparefoot, who sent this tip to us:

It is unclear if this means that the local results use the local listing’s website content for ranking purposes or not. All this is telling us is that Google local is indeed aware if the local business website has the query’s content on their website.

We have emailed Google for a comment, but at this point, it seems like a limited test.

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