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Category: Advertising & Marketing

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  • B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion

    B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion

    “We co-create content with (B2B Influencers) in concert with brand messaging,” says TopRank Marketing CEO Lee Odden. “So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.”

    Lee Odden, CEO of TopRank Marketing, discusses how B2B influencer marketing can be a highly effective force in driving leads and conversions for companies. Lee was interviewed by Tim Washer at the 2019 Content Marketing World Conference & Expo:

    Influencer Marketing Is Powerful Because Of Influence Itself

    Influencer marketing is powerful because of influence itself, not about the people. Influence has always been a factor in being persuasive and being effective as a communicator, as a marketer, and really being able to tap into the dynamics of that. The psychology and sociology of that is something that is everlasting, it’s evergreen. While there are trends in terms of tactics that come and go, there’s this consumerization of B2B. B2C influencers are misbehaving and have fake followers, etc. and some of that’s leaking over into B2B. But I think that’ll reconcile a little bit and kind of clean itself out. In the future brands are going to be looking at influence as a really key component of their holistic marketing strategy internally and externally.

    A lot of people when they think of influencer marketing they think of a Kardashian or some people think of something like Baddiewinkle, a 90-year-old woman who wears hip-hop clothes and now has her own makeup line on Sephora versus someone like Tamara McCleary interviewing an executive at Dell about the right IT infrastructure for doing edge computing. That’s really what it’s about in B2B.

    B2B Influencers Actually Have To Have The Main Expertise

    One of the big differences between B2B and B2C influencers is that in B2B you actually have to have the main expertise. You actually have to be knowledgeable and have a depth of that expertise in what it is that you’re influential about. It’s also important to have a network for distribution and a place to publish your content. It’s great to have a personality and that’s less common in B2B, where you have charisma. Well, lack of personality is a form of personality I suppose. 

    The good thing is that we’ve figured out ways to coach folks that have that domain expertise and an active following but they’re not necessarily used to being social. We are coaching them in how to activate themselves and to pull out the best of what they have to share in a way that’s very promotable. Many of them start to open up a little bit after we show them how to do it.

    B2B Influencer Marketing Adds Up To Nurture and Conversion

    In the planning stages (with a client looking to promote something) we’ll look at the topics that are important around the announcement and how it affects customers and how customers will think of that news and how it’ll affect or change their lives. Those topics are then what we want to be influential about. We’ll use those keywords or topics to search our network using influencer marketing software to find who is influential around those topics, who’s publishing content, who self-identifies around that topic, and whose audience is actually activated around that topic. We find those people who have trusted voices with an active community and we invite them to collaborate on content and give their opinion about the announcement. 

    We co-create content with them in concert with brand messaging. So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. They intersect across channels too. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.

    B2B Influencer Marketing Adds Up To Nurture and Conversion – TopRank Marketing CEO Lee Odden
  • DOJ Says Google Misled It, “Systematically Destroyed” Messages

    DOJ Says Google Misled It, “Systematically Destroyed” Messages

    The Department of Justice says Google “systematically destroyed” messages and misled the agency about its actions.

    US companies are required by law to keep copies of internal communications if there is any reasonable anticipation of upcoming litigation. In Google’s case, the DOJ argues in its filing that the company should have anticipated the government’s legal action against it as early as mid-2019, according to CNBC.

    In spite of the DOJ’s belief that Google should have anticipated the current litigation, the company continued to delete its internal chats every 24 hours…right up to this month. Instead, the company left it up to individuals to decide whether they would keep or auto-delete their messages.

    “Few, if any,” did, says the DOJ.

    To make matters worse, the DOJ says the company repeatedly and “falsely” told the agency that it had ”‘put a legal hold in place’ that ‘suspends auto-deletion.’”

    See Also: States Sue Google for Antitrust

    As a result of the DOJ’s claims, Judge James Donato indicated at the end of January that he would consider an adverse jury instruction, although he would be open to allowing the jury to arrive at their own conclusions regarding the implications of Google’s actions.

    Eileen Scallen, a professor at the UCLA School of Law, told CNBC that an adverse jury instruction would be “very damning.”

    “The one person the jury respects in a courtroom is the trial judge,” Scallen said. “And if the trial judge is telling them you can presume that this was bad news for Google, they’re going to take that to heart.”

    In the meantime, Google is disputing the DOJ’s claims. A company spokesperson told CNBC that company officials “strongly refute the DOJ’s claims. Our teams have conscientiously worked for years to respond to inquiries and litigation. In fact, we have produced over 4 million documents in this case alone, and millions more to regulators around the world.”

    Given the various antitrust investigations that have been building against the company for years, it is hard to fathom any halfway intelligent individual not anticipating possible litigation against the company. Google may well have dug its own grave on this one.

  • Reddit’s IPO May Be on Track for the Second Half of 2023

    Reddit’s IPO May Be on Track for the Second Half of 2023

    Reddit may finally be moving forward with its IPO after laying the groundwork for nearly two years.

    Reddit hired its first CFO in early 2021 in what many saw as one of the first major steps toward an IPO. At the end of 2021, the company filed paperwork with the SEC to go public, but little forward movement has happened since then, thanks to the economic downturn and other factors.

    According to The Information, however, it appears the social media company is once again moving forward. The outlet’s sources say the company plans to move forward later this year, likely in the second half.

    Interestingly, unlike other tech firms — ServiceTitan, StockX, and Cohesity — that have allowed their IPO paperwork to lapse, thereby taking the option off the table in the short term, Reddit has been maintaining its filing with the SEC. This would support The Information’s sources, essentially keeping Reddit in a ‘holding pattern’ until the market improves.

  • EU Considers Making Big Tech Pay For Infrastructure Upgrades

    EU Considers Making Big Tech Pay For Infrastructure Upgrades

    The EU Commission is considering a proposal that would see tech companies charged for network infrastructure upgrades.

    The Commission is trying to address challenges likely to arise as the technological landscape continues to evolve. Cloud computing, edge computing, and AI are just a few of the transformative technologies that could have a profound impact on infrastructure requirements.

    The Commission outlined its concerns in a survey:

    The aim is to gather views on the changing technological and market landscape and how it may affect the sector for electronic communications. It also touches upon the types of infrastructure and amount of investments that Europe needs to lead the digital transformation in the coming years.

    Digital markets and in particular connectivity markets are facing transformative technological and market developments. These include cloud data storage, the transition to edge computing, the usability of the Metaverse, artificial intelligence, virtual reality and more. Moreover, such developments are not isolated from the challenging geopolitical and the broader economic situation.

    These various technologies will require “massive investments” in infrastructure:

    New generations of mobile communications will require massive investments in fibre and densification of antennas. New performance will enable critical use cases and the connection of objects. These developments will likely have a significant impact on the business model of providers of electronic communications networks (“ECNs”), as well as of other actors in the value chain. In light of this, it is important to broadly reflect on how to secure a resilient connectivity architecture based on a sustainable business model able to support our digital future in the EU.

    To be clear, the Commission has not publicly endorsed any possibility, but TechCrunch says it is leaning toward a telco proposal that would see Big Tech companies charged for the upgrades. In particular, the EU is looking at those companies that are responsible for the majority of online traffic, such as Google, Meta, Amazon, Apple, Microsoft, and Netflix.

  • 6 Powerful Ways Social Media Will Build Your SEO

    6 Powerful Ways Social Media Will Build Your SEO

    Because social media shares are not Google ranking factors, many companies ignore social media in their SEO efforts. That’s a mistake for two reasons.

    First, while social media shares have no direct impact on SEO rankings, shares can indirectly improve SEO in very meaningful ways.

    Second, other aspects of social media marketing aside from shares have a positive effect on SEO.

    Here are the top six ways social media builds SEO:

    1- Backlink Generation

    Backlinks are a tremendously important ranking factor — so much so that an SEO campaign may devote well over 50% of its budget to developing high-quality backlinks.

    Social media shares encourage backlinks — when your social media marketing activities are conducted with SEO in mind. What does that mean?

    First, it means your social network community is designed to attract followers with an enthusiastic interest in reading and sharing content about your company, products, services, and/or industry.

    For the most part, such followers will be customers, prospects, industry peers, suppliers, and people in related industries. These are the people who are interested in linking to your shared content on their blogs and websites. 

    Second, it means that your social media communication strategy includes and perhaps emphasizes scheduled sharing of on-site content strategically important to your SEO campaign. While having backlinks to any page of your website is helpful, links to those pages that you want to rank highly produce the best SEO results.

    Third, it means that the quality of your shared on-site content is high. Google’s algorithm evaluates content qualitatively. If your content is relevant, free of grammatical errors, useful, engaging, and authoritative, it will inspire people to link to it.

    Fourth, it means that you engage followers on social media to encourage or even request a backlink. This is best done personally and selectively–blanket social media messages asking for links are interpreted as overly self-promotional and will backfire.

    2- YouTube Optimization

    YouTube is the world’s largest social media platform and the world’s second largest search engine, exceeded only by its parent company, Google. Optimizing video on YouTube and connecting your YouTube videos to your website have tremendous SEO value.

    An optimized YouTube channel and keyword-optimized YouTube videos generate views on YouTube and then send relevant traffic to your website. If your videos do a great job of selling your products and services, that referred traffic will generate conversions, the overriding goal of any SEO campaign.

    Keep in mind that video is a search category for Google. Videos posted on your YouTube channel may rank very well for general searches on Google when properly optimized. If your business involves products or services that need to be seen to be sold, you cannot afford to overlook YouTube’s SEO potential.

    3- Instagram Optimization

    Everything about YouTube and SEO applies to Instagram and SEO.

    Instagram is an excellent platform for products and services that are visually interesting — which can be just about anything if you approach your marketing creatively.

    For instance, plumbing is not a particularly glamorous industry, but photos that depict the steps to install a shower head will be extremely useful and interesting to the Instagram community when the need arises.

    If you connect your Instagram photos to your SEO strategy, especially in terms of images containing your target keywords, you will improve your brand’s visibility for your most important products and services, as well as generate referred traffic from Instagram to your website when people are in the market for what you sell.

    4- High-ranking Social Profiles in Google SERPs

    Your social media profile pages may rank higher on Google SERPs (search engine results pages) than your website content. This can even hold true for branded searches: for instance, a company’s LinkedIn profile page often outranks its website’s home page.

    Facebook profile pages also tend to rank highly for branded searches, and branded search queries may generate a section for your company’s tweets on the SERP.

    Depending on what the Google user is looking for, links to your social media content on Google SERPs may attract a considerable number of clicks. If your social media content is well optimized, with links pointing to your website — including links to the home page and strategically important SEO pages — those clicks can ultimately result in conversions.

    With respect to Twitter, keep in mind your most recent tweets may appear in their entirety on Google SERPs. Make sure your tweets always reflect well on your brand and inspire clicks from your target prospects. 

    5- Boosting Conversions

    Facebook profile pages have an important feature: customer reviews. If you cultivate positive customer reviews on Facebook, you will not only improve your brand perception, but you will also give your SEO campaign a very large helping hand.

    That customer reviews strongly influence buying decisions is a well-known fact. For this reason, your Facebook page can help close sales after SEO has brought visitors directly from Google to your website. Why? Because these SEO visitors will want to check out your company’s Facebook reviews before they make a buying decision.

    Social media thus becomes a component of your SEO campaign’s conversion strategy. The path is: Google search  ̶  to website  ̶  to Facebook profile  ̶  to website  ̶  to inquiry form submission or online order. Complex … but common!

    While other social media sites don’t feature formal customer reviews, they do reveal what sort of communication you have with customers. Again, search engine traffic to your website will lead interested prospects to explore your social media pages to better understand how you engage with your customers and how being your customer would feel.

    What conclusions will they reach based on your social media customer interactions?

    6- Improving Website Ranking Factors

    As illustrated throughout this article, when visitors come to your website from social media sources, they are likely to be very interested in what you sell.

    This high level of interest is important from an SEO perspective because it encourages website activity that Google loves to see:

    ●  Long visits

    ●  Visits to multiple website pages

    ●  Repeat visits

    ●  Low bounce rates

    By improving the quantity and quality of your website’s traffic, social media thus helps improve your website’s overall authority and thus its rankings.

    Conclusion

    Social media is a powerful tool for building your search engine optimization (SEO) efforts. By utilizing these six strategies, you can increase your online visibility and drive traffic to your website.

    Social media and SEO are interconnected, and by incorporating social media into your SEO strategy, you can establish a strong online presence, connect with your target audience, and ultimately improve your bottom line.

    So, whether you’re just starting or have been in the game for a while, make sure to take advantage of social media’s SEO benefits to grow your business and increase your online reach.

  • EU Commission Bans TikTok On Staff Phones

    EU Commission Bans TikTok On Staff Phones

    The EU Commission has followed the US Congress, banning TikTok on all government-owned devices.

    TikTok has increasingly been in the crosshairs of regulators on both sides of the Atlantic over privacy concerns and the company’s link to Beijing. The issues have taken a sharp turn for the worse after the company admitted to surveiling journalists.

    According to BBC News, the EU Commission has banned the app from government-owned devices to “protect data and increase cybersecurity.”

    “The measure aims to protect the Commission against cybersecurity threats and actions which may be exploited for cyberattacks against the corporate environment of the commission,” EU spokeswoman Sonya Gospodinova said.

    In the meantime, legislation has been introduced in the US that would ban the app entirely, and the EU has warned TikTok that a similar measure could be taken in the EU if the company fails to respect user privacy.

  • Comcast Caught Giving Fake Coverage Data to FCC…Again

    Comcast Caught Giving Fake Coverage Data to FCC…Again

    Comcast seems determined to maintain its status as one of America’s most hated companies, repeatedly misleading the FCC about its coverage.

    The FCC has been working to build accurate internet coverage maps of the US in an effort to better allocate funds and resources to close the digital divide. Unfortunately, Comcast seems hell-bent on not providing accurate information.

    According to Ars Technica, the company has once again been caught providing misleading information, only correcting it when called out for the behavior.

    The issues revolved around service in Fort Collins, Colorado, an area Comcast claimed to cover with its service. Justin Olsson, a lawyer for a tech company, was unable to get Comcast service for his mother’s address, despite Comcast claiming it covered the location.

    Only after Ars reached out to Comcast did the company stop disputing Olsson’s challenges and admit to the FCC that it did not, in fact, cover Olsson’s mother’s address.

    Upon further review of the location ID in question, Comcast has determined that the location is currently not serviceable by Comcast,” the company told the FCC.

    Olsson shared his response to Comcast with Ars after the broadband company informed him that it had modified its coverage data to reflect reality:

    I appreciate that you finally admitted it after Ars Technica reached out to you… I would like to point out, however, that it’s really absolutely unacceptable that you contested my challenge without even looking into it—even when you had evidence in your own system that the address wasn’t serviceable.

    You wasted hours of my time, and it’s hard not to think that was part of the strategy, hoping that people wouldn’t follow up and letting you get away with your blatant dishonesty in the broadband map effort. I hope for the country’s sake that you all can clean up your act and not continue to do business in this way.

    Olsson hits the nail on the head and rightly calls out Comcast for its unacceptable and dishonest behavior.

    In the meantime, the company’s status among America’s most hated companies remains securely intact.

  • Apple Secures TSMC’s Entire First Run of 3nm Chips

    Apple Secures TSMC’s Entire First Run of 3nm Chips

    Apple reportedly bought up TSMC’s entire first run of 3nm chips, giving the iPhone maker a significant advantage over rivals.

    TSMC is the world’s most advanced chipmaker and the sole supplier of the chips Apple uses in its iPhones, iPads, and most Macs. The company is leading the charge in 3nm chips, which will offer increased performance and battery life, and Apple has already purchased its entire first-run supply, according to AppleInsider.

    Interestingly, Apple has also cut its overall order, although it is unclear by how much. Nonetheless, reports indicate TSMC’s first-run yield may be better than expected, leaving Apple with more chips than it planned for.

  • Instagram Founders’ Second Act Launches Publicly

    Instagram Founders’ Second Act Launches Publicly

    Artifact, the AI-powered social news feed app created by Instagram’s founders, has launched and is available to the public.

    Instagram founders Kevin Systrom and Mike Krieger left the company following Meta’s acquisition of it. Their latest project is an AI-powered news feed that brings in social aspects.

    The project became available as an invite-only preview in late January, but has now launched to the public. Users can download the Android and iOS apps to get started.

  • It’s Official: Bing Is Cool, and Google Search Is In Trouble

    It’s Official: Bing Is Cool, and Google Search Is In Trouble

    Microsoft’s AI-powered Bing represents an existential threat to Google’s search, with early reports suggesting Google may be in serious trouble.

    Microsoft unveiled its AI-powered Bing last week, using a new and improved version of the OpenAI tech behind ChatGPT. The move is largely seen as one of the biggest challenges Google has faced to its core search business and could help Bing make major headway against its rival.

    Early reports indicate that Microsoft’s AI-powered Bing is performing far better than critics anticipated and is serving up better results than an old-school Google search. In fact, CNET’s Stephen Shankland put ten questions to both search engines and came away preferring Bing’s response to eight of the questions. Interestingly, Bing did especially well on complex questions, as well as at providing information about recent events, such as the US shooting down a ‘high-altitude object’ over Alaska.

    Read More: Google Won the Search Wars, but Can It Win the AI Search Wars?

    Similarly, Android Central posted a poll to see how many of its readers would be willing to switch to the new Bing once it’s available to the public. A whopping 52% said they would switch and give Bing a try, with 11% already using Bing and only 30% saying they would stick with Google.

    Indeed, Microsoft VP Yusuf Mehdi revealed the company quickly saw more than one million people sign up to test-drive the new Bing.

    Needless to say, Google is not going to take this challenge to its business lying down. In fact, the company has been rushing to roll out its own ChatGPT challenger, Bard. Unfortunately, in its rush, the company bungled Bard’s unveiling. This led to a $100 billion drop in the company’s value and vocal criticism of CEO Sundar Pichai from Google’s own employees.

    The picture is clear: Microsoft has taken an early lead in the AI search wars and is moving quickly to capitalize on it. This has resulted in Bing being seen as cool — quite possibly for the first time ever.

    And Google? Google is in real trouble — quite possibly for the first time ever.

  • Meta Plans to Lay Off More Personnel

    Meta Plans to Lay Off More Personnel

    Meta appears to be moving forward with plans to lay off additional personnel despite CEO Mark Zuckerberg indicating the contrary.

    Meta laid off 11,000 employees in late 2022, marking the biggest layoffs of the year among tech firms. According to The Washington Post, Zuckerberg framed the layoffs as a necessary step to “minimize the chance of having to do broad layoffs like this for the foreseeable future.”

    “I obviously can’t sit here and promise you that nothing will happen in the future because it’s a very volatile environment,” he added. “But what I can say is that for where we are right now, that’s what I foresee.”

    Unfortunately, according to the Post, Meta appears to be preparing for another major round of layoffs, despite Zuckerberg’s assurances. The company is having its lawyers, financial experts, executives, and human resources personnel devise a plan that would reorganize the company and possibly lead to thousands of jobs being cut.

    Part of leadership’s goal is to flatten the corporate hierarchy, reducing the path between Zuckerberg and the company’s interns. The move will see some team leaders taking on lower-level roles. The Post’s sources said the company expects some of the individuals whose roles have changed to eventually resign, naturally reducing the company’s headcount through attrition.

    The Post’s report confirms other rumors regarding the company’s plans. Meta recently gave thousands of its employees the second-lowest review possible, raising concerns it was laying the groundwork for another round of layoffs.

    Meta’s actions also appear to be a concerted effort to streamline its operations and return to the startup-style way of operating it enjoyed before becoming a multi-billion dollar corporation. The company has recently taken fire for its ‘self-sabotaging’ behavior by none other than legendary developer John Carmack.

    “We have a ridiculous amount of people and resources, but we constantly self-sabotage and squander effort,” Carmack wrote when he departed the company in December. “There is no way to sugar coat this; I think our organization is operating at half the effectiveness that would make me happy.”

    “I have never been able to kill stupid things before they cause damage, or set a direction and have a team actually stick to it,” he added.

  • Microsoft Expands AI Bing Preview to Mobile Apps & Skype

    Microsoft Expands AI Bing Preview to Mobile Apps & Skype

    Microsoft has expanded its AI-powered Bing preview, incorporating it in Bing and Edge mobile apps, as well as Skype.

    Microsoft announced a version of Bing powered by AI on February 7. The AI is the next-generation version of the OpenAI tech used in ChatGPT. The response to the new Bing has been all over the spectrum, but one thing is clear: Bing is getting more attention than it has in years, if ever.

    As a result, it’s not surprising that Microsoft is continuing to roll out the new search engine, bringing it to Skype, as well as the company’s mobile apps. Yusuf Mehdi, Corporate Vice President & Consumer Chief Marketing Officer, announced the news in a blog post:

    We’re beginning to roll out the incredible capabilities of the new Bing and Edge on your smartphone along with some exciting new features, such as voice input. In addition, we are creating a new chat experience, beginning with Skype, to enhance your social communications with your friends and family.

    The company also sees Bing as being a copilot for users in their Skype chats:

    Imagine having a copilot for your friends and family as you stay connected and plan your next get together. Simply add Bing to the group, as you would any Skype contact, and now you can ask Bing to answer questions and provide information for the entire group. For example, if your family is chatting about the next family reunion, you can simply ask Bing for suggestions on travel destinations, expected weather forecasts and interesting events around your time of travel, and everyone in the chat will get access to the results. When you are catching up with friends, you can ask Bing to simply fetch information from the web, for example, the latest news or last night’s award shows to add to your conversation.

    Everyone in the preview will automatically have access to the new Bing on both mobile and Skype.

  • SCOTUS Appears Reluctant to Overturn Section 230

    SCOTUS Appears Reluctant to Overturn Section 230

    The US Supreme Court appears reluctant to overturn Section 230, setting up a major win for tech firms and online platforms.

    Section 230 of the Communications Decency Act protects online companies from legal fallout for content posted by users on their platforms. The law is what shields Twitter, Facebook, and other from being legally liable, regardless of the kind of content their users post.

    In recent years, Section 230 has come under attack, with lawmakers and regulators on both sides of the aisle looking to see its protections repealed, or at least scaled back.

    SCOTUS is considering the first significant challenge to the law, a case brought by the family of Nohemi Gonzalez, one of the victims of the 2015 terrorist attacks in Paris. The case alleges that Google was partially responsible for the radicalization of the perpetrators by algorithmically pushing Islamic State videos to interested parties.

    According to The New York Times, the justices appeared unconvinced that fundamentally crippling how internet platforms recommend information will solve anything.

    “If you’re interested in cooking,” Justice Clarence Thomas said, “you don’t want thumbnails on light jazz.” He later added, “I see these as suggestions and not really recommendations because they don’t really comment on them.”

    Meanwhile, Google’s lawyer argued that repealing Section 230 would basically break the internet, causing it devolve into super-moderated zones that border on censorship, or lawless zones that are “a horror show.”

    Given how important Section 230 is, there’s sure to be people upset on both sides, regardless of how the court rules.

  • 7 Ways Realtors Can Use Digital Marketing to Boost Sales

    7 Ways Realtors Can Use Digital Marketing to Boost Sales

    Real estate is a competitive field, and success relies on staying ahead of the game. In today’s digital age, technology is making it easier than ever before for realtors to reach potential buyers and to network with peers in the industry. With so many effective digital marketing strategies available to them, there’s no excuse for not taking full advantage of this convenient platform.

    In this blog post, we’ll detail 7 innovative ways that realtors can use digital marketing to promote listings online, unlocking superior results for buyers and sellers alike.

    1- Mobile Friendly and Fast Loading Website

    A website is a crucial tool for real estate agents as it provides a platform to showcase their listings, provide information about their services, and connect with potential clients. A website is the hub of all digital marketing strategies and it should be fast loading, easy to navigate and mobile friendly as well. Availability of website builders make it easier for real estate business owners to create professional looking websites with zero coding skills and expertise.

    2- Search Engine Optimization

    Search Engine Optimization (SEO) is a digital marketing strategy that helps improve the visibility of a website in search engine results. By optimizing their website for relevant keywords and phrases, realtors can increase their visibility to potential clients searching for properties online.

    Some of the ways SEO can help realtors increase sales include:

    • Improving Local Rankings
    • Driving Organic Traffic
    • Targeting Home Buyers and Sellers
    • Building Trust and Credibility
    • Generating Quality Leads

    However, one should use the right keywords to appear in relevant search results. For instance, if you are offering services in Jackson MS, you should optimize your website for keywords like best realtors in Jackson, MS and so on to drive more local visitors and generate more leads.

    3- Leverage Landing Pages 

    Landing pages are designed to capture leads and generate conversions. They should be used to offer prospects information about properties, services, and other real estate related topics and drive them toward making a purchase decision. Realtors can create landing pages that feature top listings or highlight the latest market updates. Landing pages can be used to collect contact information from prospects and segment them for future marketing campaigns. Landing pages should be well designed, visually appealing, and user-friendly. They can also be integrated with email marketing platforms and social media channels for greater reach. With the right strategy in place, landing pages can help Realtors generate more leads and close more sales. 

    4- Create Engaging Content 

    Content is king in digital marketing, and Realtors should make sure they are producing engaging content that resonates with their target audience. Their content should be informative and entertaining, while also providing valuable insight into the real estate industry. Realtors can blog about current market trends, share tips on buying or selling a home, offer their expertise in the local market and more. Creating engaging content can help Realtors gain visibility, build trust with prospects, and generate leads that could lead to sales. 

    5- Utilize Email Marketing 

    Email campaigns are an effective way for realtors to reach prospective clients, stay top-of-mind, and offer relevant content to their database of contacts. Emails should be personalized and sent with a frequency that does not overwhelm prospects yet keeps them informed about the latest listings and offers. Realtors can craft emails that feature new property listings, open houses, and other real estate related events. They should also ensure their email content is relevant to their target audience and offers valuable information and resources. By utilizing email marketing, Realtors can stay connected with potential buyers and sellers and increase their chances of closing sales. 

    6- Make Use of Social Media Platforms 

    Social media has become an effective way for realtors to reach out to potential buyers and sellers. They should create profiles on the major social media platforms and share content that is relevant to their target audience. Realtors can post updates about listings and open houses, promote blog posts, share industry news, and interact with prospects to build relationships. Social media can also be used to showcase properties in a visually appealing way and generate more interest from potential buyers.  By leveraging social media, Realtors can increase their reach and boost sales. 

    7- Track & Analyze Results 

    Last but not least, Realtors should track and analyze their digital marketing efforts to ensure they are producing desired results. They should monitor website traffic and conversion rates, review email open and click-through rates, measure social media engagement, and analyze the performance of their campaigns to determine what is working and what needs to be improved. Tracking and analyzing results can help Realtors make informed decisions about their marketing strategies and optimize them for better results.

    Conclusion

    Digital marketing offers realtors and real estate agents a wide range of opportunities to reach potential clients and boost sales. From social media platforms to websites, email campaigns, and search engine optimization, agents can leverage technology to showcase their properties and connect with potential buyers. By staying up-to-date on the latest digital marketing trends and techniques, realtors can differentiate themselves from their competition, establish a strong online presence, and ultimately close more deals.

  • Microsoft Signs 10-Year Nintendo Contract Over ‘Call of Duty’

    Microsoft Signs 10-Year Nintendo Contract Over ‘Call of Duty’

    Microsoft has signed a 10-year contract with Nintendo, ensuring the popular “Call of Duty” game remains on the platform.

    Call of Duty (CoD) is at the heart of the issues surrounding Microsoft’s proposed purchase of Activision Blizzard. Sony, in particular, has made the case to regulators that Microsoft will use the purchase to favor its own Xbox platform, withholding CoD from the PlayStation and other platforms.

    Eager to put those claims to rest, Microsoft just signed a binding legal agreement with Nintendo that will see the latter’s gamers playing CoD for at least the next decade.

    Microsoft President Brad Smith tweeted the news:

    https://twitter.com/BradSmi/status/1627926790172811264?s=20

    The announcement should go a long way toward undermining Sony’s claims.

  • eCommerce Email Marketing: Why Do You Need It?

    eCommerce Email Marketing: Why Do You Need It?

    eCommerce email marketing is one of the earliest forms of internet advertising, and studies show that it’s still just as effective today. Social media advertising may be new, flashy, and appealing to younger audiences, but when choosing between an eCommerce email marketing agency and a social media marketing agency, there are a few other factors to consider. Emails have been a tried and true method of marketing for a long time and are trusted by many generations of consumers. While social media allows for more creative expression in terms of graphics, gifs, and video—as well as the interactive nature of comments—social platforms like Instagram are quickly becoming oversaturated with ads. Not all of these ads are trustworthy or legitimate, and it’s not infrequent for scam ads to appear on social feeds.

    Partially due to the increasing scams and oversaturation of ads on social media, eCommerce email marketing is many consumers’ preferred form of advertising. While you do want to use marketing mediums that fit your team members’ expertise, your consumers are the ones who are ultimately exposed to the finished product. Moreover, if you or your team members are struggling considerably with writing creative email copy, it may be worthwhile to invest in an eCommerce email marketing agency. But why is email marketing such a preferred advertising method by employees and consumers alike? What makes it superior?

    What is the Difference Between eCommerce Email Marketing and E-Marketing?

    Before exploring the ways in which eCommerce email marketing can improve your business, it’s essential to understand what eCommerce email marketing does. Any company can use email marketing—that is, sending product information or ads for new products via email. It’s becoming increasingly rarer for a store to have a physical shop without an online shop, but those stores that do can still make sure of email marketing. If you have a business, you can send out marketing emails. Similarly, if you have an online store, you can send out eCommerce marketing emails. This means that a non-profit can use email marketing but not eCommerce email marketing. E-Marketing, on the other hand, refers to any online marketing medium, including social media platforms and email. eCommerce email marketing can include general emails about upcoming sales in an online shop or emails that are tailored to a shopper and the items in their cart.

    Consumer Control

    Unlike social media marketing, email marketing allows consumers more control over the advertisements, coupons, and deals that they receive. Because consumers are required to subscribe to your company’s mailing list or newsletter in order to receive emails from you, consumers are less likely to receive emails from brands that they don’t know and trust. Any scam emails are directed to spam, and consumers have the freedom to unsubscribe from a mailing list in order to stop receiving product information.

    More Trustworthy

    While it may seem counterintuitive to allow consumers to stop receiving product information from your company, it is imperative to win their trust. In fact, 77% of consumers prefer to receive marketing information via email. It makes sense that emails are the most trustworthy. We’re already using our email addresses for work and networking so it feels professional whereas social media ads are fun, but a little too casual to be legitimate. Email marketing feels trustworthy and professional, but how can it work for your business? How do you ensure that your emails are being opened and your content consumed?

    High Open Rates and ROI

    It’s more likely than you think that consumers will open your marketing emails. According to Forbes, 65% of small businesses report that between 11 and 50% of their marketing emails are opened. It’s easy to track open rates using tools like Cirrus Insight. Even if a customer doesn’t open your email as soon as they receive it, there is a potential that they may do so later. Social media posts, on the other hand, disappear as soon as someone refreshes their feed—meaning they might never even see it. It’s also hard to beat the price and return on investment of marketing emails.

    Forbes tells us that you earn $42 for every dollar you spend, and most email marketing campaigns cost very little. You might find that your open and click-through rates become even higher when you put effort into the design and layout of your emails. As long as you don’t flood your consumers’ inboxes (40% of small businesses send marketing emails weekly while 30% send them at least once a month), your clients are sure to appreciate a thoughtfully made email with memorable colors and graphics. Cleverly worded subject lines that include slang and emojis are especially popular with more “hip” brands like skincare lines and fashion companies.

    Conclusion

    Even with the rise of social media, eCommerce email marketing is still a trustworthy form of marketing—and, in fact, one that is usually preferred by consumers. The return on investment and ease of content creation makes email marketing a no-brainer for your next campaign.

  • It’s Not Just You…Microsoft Outlook’s Spam Filters Are Borked

    It’s Not Just You…Microsoft Outlook’s Spam Filters Are Borked

    Users’ inboxes were flooded with spam Monday, an apparent issue with Microsoft Outlook’s spam filters not working.

    According to Mashable, the Twitterverse is ablaze with reports of inboxes filled to the brim with spam messages. The emails ranged from random — but not necessarily harmful — emails to blatant phishing attempts.

    There does not appear to be an explanation for the issue, nor is there a time frame for when it will be fixed. Mashable reached out to Microsoft for comment, but has not received a response.

    We will update this story as more information becomes available.

  • FTC Commissioner Resigns, Pens Scathing Op-Ed About Lina Khan

    FTC Commissioner Resigns, Pens Scathing Op-Ed About Lina Khan

    FTC Commissioner Christine Wilson is resigning, penning a scathing op-ed in The Wall Street Journal condemning Chairwoman Lina Khan.

    Lina Khan was a controversial choice to lead the Federal Trade Commission, with some in the tech industry opposed to her appointment over her long-standing criticism of Big Tech. Since taking over the agency, Khan has increased regulatory scrutiny of tech companies.

    In her op-ed, Wilson argues the case that Khan has taken the FTC beyond the rule of law, and she can there no longer stand by and “enable her”:

    Much ink has been spilled about Lina Khan’s attempts to remake federal antitrust law as chairman of the Federal Trade Commission. Less has been said about her disregard for the rule of law and due process and the way senior FTC officials enable her. I have failed repeatedly to persuade Ms. Khan and her enablers to do the right thing, and I refuse to give their endeavor any further hint of legitimacy by remaining. Accordingly, I will soon resign as an FTC commissioner.

    Wilson accuses Khan and her allies of breaking with established law and “decades of bipartisan precedent” in the pursuit of their agenda:

    Since Ms. Khan’s confirmation in 2021, my staff and I have spent countless hours seeking to uncover her abuses of government power. That task has become increasingly difficult as she has consolidated power within the Office of the Chairman, breaking decades of bipartisan precedent and undermining the commission structure that Congress wrote into law. I have sought to provide transparency and facilitate accountability through speeches and statements, but I face constraints on the information I can disclose—many legitimate, but some manufactured by Ms. Khan and the Democratic majority to avoid embarrassment.

    Wilson also takes aim at Khan’s past criticism of Big Tech and argues that it disqualifies Khan from serving as an impartial judge in cases involving the companies she has railed against in the past.

    Consider the FTC’s challenge to Meta’s acquisition of Within, a virtual-reality gaming company. Before joining the FTC, Ms. Khan argued that Meta should be blocked from making any future acquisitions and wrote a report on the same issues as a congressional staffer. She would now sit as a purportedly impartial judge and decide whether Meta can acquire Within. Spurning due-process considerations and federal ethics obligations, my Democratic colleagues on the commission affirmed Ms. Khan’s decision not to recuse herself.

    Commissioner Wilson’s op-ed is a lengthy read, one in which she continues to detail her allegations of abuses of power on Khan’s part.

    Most interestingly, Wilson’s position is an increasingly rare one in US politics. Wilson is currently the only Republican FTC Commissioner. As such, she repeatedly calls out her Democratic colleagues at a time when cracking down on antitrust abuses is one of the few things that lawmakers and regultors on both sides of the aisle can agree on.

  • Meta Is Testing ‘Meta Verified’ Service

    Meta Is Testing ‘Meta Verified’ Service

    Meta is taking on Twitter Blue, testing a “Meta Verified” service that would allow content creators to distinguish themselves.

    The company, and CEO Mark Zuckerberg, made the announcement Sunday:

    To help up-and-coming creators grow their presence and build community faster, today Mark Zuckerberg announced that we’ll begin testing a new offering called Meta Verified, a subscription bundle on Instagram and Facebook that includes a verified badge that authenticates your account with government ID, proactive account protection, access to account support, and increased visibility and reach. We’re starting with a gradual test in Australia and New Zealand later this week to learn what’s most valuable, and we hope to bring Meta Verified to the rest of the world soon.

    The new service will give creators a verified badge; better protection against impersonation; better reach and visibility; live support; and exclusive features to help verified creators reach their audience.

    The price starts at $11.99, with a $3 extra charge to subscribe on iOS or Android:

    Meta Verified is available for direct purchase on Instagram or Facebook in Australia and New Zealand starting later this week. People can purchase a monthly subscription for (USD) 11.99 on the web and (USD) 14.99 on iOS and Android.

  • The Ultimate Guide to Law Firm Marketing: Tips, Strategies, and Technology

    The Ultimate Guide to Law Firm Marketing: Tips, Strategies, and Technology

    Law firm marketing is a crucial aspect of the growth and success of a legal practice. It helps attract and retain clients, which is essential for any law firm to grow and succeed. Some of the various marketing approaches that might be time-consuming are digital marketing, search engine optimization, blogging, print ads, and digital advertisements. However, with the right approach, law firm marketing can be a relatively simple process. This comprehensive guide provides everything you ought to know about marketing your law firm, including the key steps to take, industry insights, and the best tools to use.

    Generate an Advertising Budget

    A law firm’s business strategy isn’t complete without a detailed marketing budget. You need to know what you want to accomplish and how much money you’ll need to get there before you can estimate the sum of money you’ll need to put in. Next, calculate how many annual instances you’ll need to bill for in order to earn that much money. Your specific field of law may dictate this. Law firm marketing technologies, such as content marketing solutions and separate applications for SEO, social media, and email campaigns, may add up quickly, so be sure to account for these when drawing up your marketing budget.

    Build a Well-Designed Law Firm Website

    Websites for legal services are becoming important marketing tools in the modern day. Making a good first impression is critical, so be sure to include professional photos, a memorable logo, and detailed descriptions of the services you offer and the areas of law in which you specialize. Your contact information should be front and center, and you should make note of any relevant honors, recognitions, or significant expertise. High-quality content, a focus on long-tail keywords, and a Google Business listing are just a few of the SEO best practices your site should adhere to.

    Claim Your Free Online Profiles

    In addition to your legal firm’s website, there are other places where customers might find you. Numerous free internet profiles may be claimed nowadays, from those on review platforms such as Yelp to those on local state bar directories.

    Establish a Social Media Presence for Your Law Firm

    In today’s technological age, advertising online means going where people already are, and that’s on social media. You should put some time and effort into figuring out which social media sites are the greatest fit for your legal business and the areas of law in which you specialize.

    Ensure Your Firm Has a Blog

    Blogging is a cost-effective way to market your law firm and increase your visibility online. Blogging can improve your SEO and drive traffic to your website, as well as showcase your expertise and establish you as a thought leader in your field. When writing blog posts, make sure to target long-tail keywords and use meta descriptions and tags.

    Invest in Content Marketing

    Creating and disseminating material that is relevant to your audience and of high quality is the backbone of content marketing, which may help you win new customers and keep the ones you already have. Among the numerous possible content marketing mediums are articles on a website, infographics, videos, and downloadable books. When creating content, make sure it is high-quality and relevant to your target audience.

    Leverage Law Firm Marketing Technology

    When it comes to marketing for a law practice, technology may assist in automating a number of processes and boost productivity. Content marketing solutions, specific applications for search engine optimization, social media, and email campaigns are some examples of technology used in law firms. When using technology, make sure to choose tools that meet your specific needs and fit within your budget.

    Network with Other Lawyers and Legal Professionals

    Networking is a valuable way to market your law firm and connect with other lawyers and legal professionals. You can network through local bar associations, legal conferences, and industry events. When networking, make sure to have a clear and concise elevator pitch about your law firm and what sets you apart from others. Also, be sure to have business cards on hand to give out to potential clients and referral sources.

    Partner with Other Legal Professionals

    Partnering with other legal professionals can provide mutual benefits, such as cross-referral opportunities and increased visibility for both firms. Consider collaborating with other lawyers in your practice area, or even in complementary areas, to create a referral network that can bring in more clients and help your business grow.

    Measure and Evaluate Your Law Firm Marketing Efforts

    Maintaining an effective marketing plan for your law practice requires constant monitoring and analysis of results. Analyze the metrics of your website and social media accounts, as well as any other marketing efforts, to see what is working and what is not. Make adjustments as needed and keep experimenting until you discover the perfect balance of efforts and results. Marketing your law firm can be a time-consuming and challenging process, but with the right approach, and the help of an experienced law firms marketing consultant you can effectively reach your target audience, attract new clients, and grow your business. Whether you choose to do it yourself or hire a professional marketing agency, following these steps will help ensure the success of your marketing efforts.

  • Google Reportedly Pays Apple for Chrome Search Revenue on iOS

    Google Reportedly Pays Apple for Chrome Search Revenue on iOS

    In what is sure to be a problem for both companies, an alleged secret non-compete agreement has come to light involving Chrome on iOS.

    According to The Register, Google pays Apple a portion of the revenue it receives from searches in the iOS version of its Chrome web browser. This arrangement is above and beyond what Google pays Apple to be the default search provider on the iPhone and iPad.

    The UK’s Competition and Markets Authority (CMA) issued a 356-page report in mid-June 2022 detailing the relationship between Google and Apple. Below is an excerpt from that report:

    Google pays Apple a share of the search revenue it earns from browser traffic on iOS in the following contexts: in return for being the default search provider on Safari, Google pays Apple a share of revenue derived from Safari search traffic; and pursuant to various commercial arrangements, Google pays Apple a share of revenue derived from [x] search traffic.

    The Register’s sources have told the outlet that the redacted “x” in the above text stands for “Chrome.”

    Such an arrangement would be relatively unusual since Apple doesn’t actually do anything worthy of receiving a portion of Google’s Chrome search revenue. A clue to the reasoning behind the deal may rest in a private antitrust lawsuit brought against both companies by the Alioto Law Firm in San Francisco.

    “Because more than half of Google’s search business was conducted through Apple devices, Apple was a major potential threat to Google, and that threat was designated by Google as ‘Code Red,’” the complaint argues. “Google paid billions of dollars to Apple and agreed to share its profits with Apple to eliminate the threat and fear of Apple as a competitor.”

    The Register reached out to attorney Joseph M. Alioto, who was not surprised by this report. He did, however, point out the legal issues if such a secret non-compete agreement truly exists.

    “The division of the market is per se illegal under the antitrust laws,” said Alioto.

    If The Register’s sources are correct, and the two companies have colluded to the degree reported, it could be exactly the smoking gun regulators need to take more definitive action against Apple and Google specifically, as well as Big Tech in general.