Digital Marketing News 11-30-2018: Google Updates Search Console, Blogging Trends & Color Psychology

Digital Marketing News 11-30-2018: Google Updates Search Console, Blogging Trends & Color Psychology


welcome to the digital marketing news
I’m Tiffany Allen and oh my gosh it’s me and I’m back I’m Joshua Nite thanks for
holding down the fort for two solid weeks while I just refused to appear on
camera I did the OKs job ever you did well and
I am feeling finally camera ready looking good ready for my close-up
all right you know what else is ready for its close-up tell me
Google’s new performance report hmm yes people have been seeing what looked like
kind of an alarming notice in their Google search console they saw when they
went to their search analytics it would say this is about to be replaced my
performance report please update your links so that can be a little alarming
but it’s something that’s not going to make any information go away it’s just
gonna move it to a different place and you may be seeing this with a lot of
different reports as Google kind of consolidates things move things around
the things that Google does so I can you’re rich results report your amp
speed your links your internal links all that stuff yeah so don’t panic just do
what it says and update those links if you do lose any functionality Google
actually said you should tweet that oh so a tweet right at them and they’ll
get right on it for you yeah and if you haven’t used the new performance report
in Google search console I highly recommend it it is super informative and
intuitive and it looks a little prettier than the old one so really nothing has
lost everything is beautiful and nothing hurts it’s true and other Google News oh
yes so Google Maps did something kind of sneaky but super cool recently they’ve
added the ability to add hashtags to reviews so yeah yeah we’re here for
example if you go out to a restaurant you’re like this is a great place to go
on a date you can do hashtag date night or whatever at the end of your review to
help other folks who are looking for date ideas or whatever it is they’re
looking for cute socks hmm find those things a little bit more
easily so again this kind of highlights and underscores the importance of online
reviews for your business of course but then you know letting people know that
this is something that we provide as well as a service so if you give
somebody excellent service treat somebody a little bit more special you
might get all those little hashtags the only thing that Google says about that
theoretically is that you should add the hashtags after your review so it’s
easier to read and then you can use up to five so kind of like I’m more of an
Instagram deal yeah except instead of 80 hashtags I think is the current
recommended for Instagram that seems through the current used anyway up to
five like a really good way for businesses to let people know what they
stand for what they are for for people to kinda throw in there can’t make sense
to me you know how you could manage your
business on Google in other places tell me marketing technology what form
are tech hmm as we call it mark tech was my favorite character on
Star Trek I loved the episode where I got his humanity back and he cried is
that is that the really beautiful huh got it I’m sure of it
aha anyway news from the world of Mark Tech from Geithner’s annual CMO spend
survey is that spending on marketing technology is going to increase in 2019
oh boy so this is huge news because a couple years ago that number was about
27% so that there were an increased budget that dropped last year to 22%
which sparked thousands of people to predict the death of Mark tech and we’ve
hit the trough of disillusionment and the pit of despair in the molasses swamp
I think also from the one guy who was playing Candyland but this year it is
back up to 29% of CMO say that they are going to increase their marketing spend
so this makes sense Mar tech is kind of I think entering a maturity phase yeah
and of course in the article that you’ll find linked right down there if you’re
reading on the embed scott Brinker who is pretty much the wizard of mark tech i
feel ya said that CMOS are focusing on this marketing tech to improve their
analytics primarily but that doesn’t mean that we’ve forgotten about customer
acquisition and retention price these investments are part of a process that
ends and you know getting customers keeping around having to pay you this is
what mark x4 so I think that’s good if you’re mark tech stack means a little
spiffing up you’re not alone fair enough it’s worth the investment let’s hope
your mark tech yeah why not you know Josh I really like the color of your
sweater it’s color that I
refer to as cafe au lait dropped in the dirt fair mm-hmm the reason I bring this
up is for a segue oh yeah so this cool new infographic from design advisor
shows the importance of color in your ads as well as some interesting stats so
for example 60% of acceptance or rejection of a product can be attributed
to its color interesting right that goes along with the eighty four point seven
percent of consumers which color is the main reason for buying a product Wow
right so this is consumer products so that could be anything from like a
recognizable brand logo and color packaging scheme like I always buy this
blue box of pasta or whatever it is which is really interesting to me
because blue pasta sounds gross but ads in color I actually read about 42% more
often than those in just black and white something to think about as you’re
developing your brand standards developing your creative making sure
that your colors are iconic but also you know pleasing to whomever is going to be
looking at those infographics really cool it’s linked in the article below it
tells you a little bit more about preferences by different demographics
and also different color groups so who uses them what the colors kind of
inspire and so forth something really cool to think about for example people
are more likely to read me because I am in color than you who is in black and
white fair enough but you do look more fashionable no I tried speaking of
people who are known for being fashionable mmm do you remember a cat
named Andy crest oedema I do works for orbit media has typical glasses well
Andy has done one of the coolest things that he does every year which is orbit
medias annual survey over over a thousand bloggers so many including me
hmm yours truly but this thing is always fascinating to see how things are
changing over the four years that he has done this survey so what we saw first
off average time drafting is up a little bit from last year way more from 2014 he
average for now is three and a half hours or so most bloggers are taking
between two and four hours per post but what is interesting is in addition to
all these questions he then asked do you report strong results or medium
results or what kind of results are you having with your blogging so but 39% of
those who are taking six hours or more on their blogs are reporting strong
results and that’s compared to only 25% of those who are taking three to four
hours hmm so there’s this kind of direct correlation spending more time better
results yeah same thing goes with length of post that’s also up slightly from
last year it was 1,100 words in 2014 and we’re at about 1151 but those who report
strong results steadily increased by length to a ceiling of over 2,000 words
so those are the guys seeing the best results the weird thing is all of these
things that have the people reporting the strongest results also have the
lowest percentage of bloggers doing it only 12% are spending over six hours on
a post which I can kinda see yeah and only about 8% are writing those really
long form 2,000 plus but the ones who are doing it are seeing amazing results
so I think that is kind of indicative of the direction that things are going yeah
absolutely and it makes sense I mean if you’re spending all of that time you
might not be posting as frequently frequency of posts is declining fewer
bloggers report posting more than one a day or daily or even weekly more
bloggers are reporting multiple posts per month or even monthly so longer
posts and slower cadence does make sense like I said but bloggers reporting
strong results is directly correlated to frequency yeah it’s really striking in
that graphic you see the like frequency going up and then just results up and up
and up right one to one yeah and I mean keeping it consistent to is important
but also making sure that people know that you have fresh content it’s good
for everyone it’s good for Google it’s good for all of us so about 68 percent
who post more than daily reports strong results only seventeen point five
percent of those who post monthly say they have strong results so again that’s
a really really big gap yeah if you’re not posting content frequently you’re
probably missing out on some opportunities there to drive additional
traffic and what-have-you other tactics associated with strong
results just for your edification are checking analytics Hey
if you look at the performance metrics you might get better performance metrics
later followed by doing something about them item using an editor so of course I
know this personally everyone has to QA my work because of how I type but again
using someone not just for queuing for typos but someone who can help you
organize the content a little bit better I see it from a different lens to make
sure your audience is resonating and then updating old post so if you have a
post to perform as well or one that hasn’t received traffic in a while why
not spend some time giving it an update publishes new there you go the door now
I’m the only caveat that I would say for all of these results is that this is
looking mostly at bloggers not quite the same as brands I think with a brand as
far as frequency and word count and all these things except those last three
music an editor doing analytics but those other aspects are going to depend
on your audience yeah so these are good guidelines they’re a good place to start
but from there kind of let your audience tell you how frequently you want they
want posts and how long they want them to be yeah the answers are in the
analytics well that’s all the news we have for you this week we’ll be back
next week with more news if you want more in the meantime you can follow me
on twitter at tiffany underscore Ellen or follow top ranked at top-ranked
that’s right you can find me on twitter at nitrites that’s an ite WRI TS and
we’ll see you next week thanks for tuning in bye you

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