DIGITAL MARKETING TRAINING

 

Digital Summit Series

Join Us at the Digital Summit Series this Fall

Metric Marketing’s Founder and CEO, Hannah McNaughton has been selected as a speaker for Digital Summit Series. At the Detroit and Chicago conferences, she will teach a course in:

CURRENT SEARCH STRATEGIES THAT WILL INCREASE YOUR EXPOSURE

You Will Learn:

  • Where to Start: Learn where to begin, the steps to develop an SEO strategy, how to analyze your competitors, and how to prioritize your efforts and actions.
  • What Tools to Use: Learn which tools will help you reach your target audience and achieve your SEO goals.
  • How to Optimize Your Site: Learn how to write optimized content and ensure your site is search engine friendly.
  • How to Measure Your Efforts: Learn how to think strategically and measure what’s working—and what’s not.

Where Will the Class Be Held?

  • Detroit: Tuesday, September 12th at the Cobo Center (Grand Ballroom), Stage 2, from 8:30am – 12:45pm.
  • Chicago: Tuesday, October 24th at McCormick Place Convention Center (South Building), Stage 2, from 8:30am  12:45pm.

Who Should Attend?

  • This event is open to anyone responsible for their company’s digital marketing efforts.

Registration

To attend the class, you will need to purchase an All Access Pass: PreCon Workshop.

REGISTER  FOR DETROIT REGISTER  FOR CHICAGO

Questions?

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On August 10th, 2017, Metric Marketing will host a full-day, hands-on digital marketing training class at ZingTrain—Zingerman’s own training facility. The training will be catered to CEOs, Marketing Managers, Community Managers and others who oversee or work on marketing for their companies, and need to ensure they’re up to date on best practices.

The class will be lead by Hannah McNaughton, Metric’s Founder and CEO. McNaughton shares her expertise through Search Engine Journal authorship, as well as through teaching intensive SEO training courses throughout the nation, and will be leading half-day SEO workshops at the upcoming Digital Summit conferences in Detroit and Chicago.

“The goal of this workshop is to give marketers the tools that they need to generate leads to grow their business and revenue,” says McNaughton. “There are so many great businesses out there that struggle to keep up with the fast-paced changes in digital marketing and many agencies are secretive when it comes to their effective methods. This makes quality training for non-agency marketing professionals nearly impossible to find.”

Metric Marketing has a different approach, inspired by the forward-thinking and open-minded business community in Ann Arbor—particularly by the teachings of Zingerman’s (Zingerman’s Guide to Good Leading by Ari Weinzweig) and Menlo Innovations (Joy, Inc., by Richard Sheridan).

McNaughton states, “Unlike a lot of other firms in the industry, transparency and education are at the foundation of our agency. We aim to provide business professionals the knowledge and tools they need to successfully market their businesses online, and make educated decisions about where to apply their marketing efforts.”

Attendees will be taught the tools they need to develop and implement effective Internet marketing strategies, measure the effectiveness of their efforts, and prioritize future marketing decisions. Topics include how to craft high-value original content, marketing strategy development, search engine optimization, social media, and more.

The training will take place on Thursday, August 10th from 8am-5pm at ZingTrain in Ann Arbor. Tickets include unlimited Zingerman’s coffee, tea, and soda. The class is limited to 30 attendees; follow this link to register.

 

By no means is it a misconception that social media has invaded the business world. With new technology always on the horizon, the digital marketing space is finding its niche in social media. Businesses today are not only creating accounts on social platforms, but they’re actively using them to marketing themselves.

If you’ve been sitting on the sidelines with an unmanaged profile, now’s the time to get in the game. Check out the following strategies to send your business soaring on social in 2017.

1. Consumers want live video content.

More than any other type of content, videos capture more consumer attention. Some industry leaders suggest we’re in a so-called content overload; however, research proves that snagging consumer attention is the way to go, no matter how we do it.

Plus, video aids in a higher retention rate for people to truly grasp what you’re promoting. If video content does the job, do it now and do it well.

Businesses are already on board.

Good news: about 43% of marketers plan to use interactive video this year. There’s a widespread perspective that brands and businesses are stiff and impersonal. Luckily, video content could be a saving grace: it adds a humanistic element to an otherwise poor misconception.

Real time content + authentic consumer engagement = more growth.

Facebook & Instagram Live.

Back in April 2016, Facebook introduced Facebook Live. FB Live lets users stream directly from a mobile device or laptop. Followers receive a notification when someone goes live so friends and followers are always in the loop.

Instagram hopped on board with live stories a couple months after Facebook’s announcement. But, unlike Facebook, Instagram stories are available for viewing for a mere 24 hours. After that, they disappear (Snapchat, anyone?).

But, both Facebook Live and Instagram stories have the same foundation: give followers a reason to engage in content by making interacting in real time personal and honest.

2. Ephemeral content will continue to make an appearance.

Ephemeral content is content that lasts for a short time, or that’s transitory. People like quick and easy, so make ‘em happy. Simple. It’s one of the newest forms of social content that will continue to dominate in 2017.

Snapchat was the first to roll out ephemeral content in 2013. Before then it was pretty much unheard of. It’s safe to assume that its rising popularity sparked Facebook and Instagram to hop on board with Live.

The reason for ephemeral content.

The purpose of ephemeral content is to be human. It invites followers to connect, build upon a real relationship, and spark conversation. It’s so easy to showcase your brand in ways that limit conversation and cut off any real human connection.

However, social media is redefining what it means to have a successfully marketed brand, and has been a great catalyst for change. Here are some examples and uses of ephemeral content that have proved to be effective:

  • How-to videos. If you’re a business who offers a product, it would be helpful to consider making how-to videos for said product, the benefits of buying it, and different ways to use it. For example, the brand Tasty has made quite the splash on Facebook by showing followers different recipes, and how to make them in a 2-minute video clips.
  • Behind the scenes. If you’re a business who works in an office with a team of people every day, Instagram is a great platform to snap a quick picture or video of, say, your Monday weekly meetings. This gives your followers a direct look into what life is like at your business.
  • Contests & giveaways. This is a great tool to get followers more connected to your brand, especially if you’re offering discounts. You could easily include a promo code in story content or directly on your feed. Any chance to win or a get a discount, and people are all over it.

3. Paid social is key.

You’ve probably heard the terms “organic reach” and “paid reach” when referring to paid media, specifically on Facebook. It’s important to understand the difference between the two so you can develop a social strategy that makes sense to your business and your ideal consumers.

Organic reach is the total number of unique individuals (unique being a single person) who saw your post through an unpaid ad/post.

Paid reach is the total number of unique individuals who saw your post because of a paid ad/post.

In the past year, organic reach has been declining because businesses are sharing and producing solid content. How do people know which post to click and engage with? It’s coming down to how much a business is willing to pay. Great content is easily lost in the shuffle of our ability to post great content constantly, at any time, any place.

To mediate this issue, Facebook’s News Feed algorithm is designed to show users the content that’s most relevant to them and their online activity. News Feed displays approximately 300 of the 1,500+ stories a person could see when they log on to Facebook.

Invest in paid social content.

Facebook isn’t the only platform that’s been hit with a decline in organic reach; it’s linear across other social platforms, too. As a result, it’s sustainably better for your business to budget for paid social campaigns in your next social media strategy.

Most of what we do in life comes at a cost. How much are you willing to pay to see your business grow on social?

Since forever, Google’s primary search index was from a desktop’s view of a website. After all, that’s where the majority of searches were coming from. But now, as more users across the globe access Google from their phones, Google is shifting its algorithmic gears. The new shift is called mobile-first index.

Google’s new mobile-first index will generate and rank search results based on mobile versions instead of desktop ones. In other words: it’s a total game changer. Let’s dive into how and why mobile optimization is more important than ever.

What do we mean by index?

When a searcher types a query, Google sifts through millions of pages across the web before it chooses what to show you in a search result. This sifting (otherwise known as crawling) is what we mean by “index.” Anything you see in a search result is indexed. These pages are the ones Google has deemed the most relevant to the search, user-friendly, and have the best optimization.

So what’s mobile-first index?

Mobile-first literally just means Google is going to index mobile versions before it indexes desktop versions of websites—a huge flux in the system.

So if a website’s mobile version is missing content from the desktop one, pages load slower, or usability is just flat out poor, that’s all Google’s going to see. If you have a mobile site, mobile-first index won’t take your super polished and pretty desktop site into account anymore.

If you don’t have a mobile version of your site, don’t worry (yet).

Google did say that mobile-first won’t have a major effect on rankings. If you don’t have a mobile version, desktop sites will continue to be indexed as they are. For now, you won’t be penalized or rewarded for having a mobile friendly site. But who’s to say what’ll happen down the line?

We can confidently assume that the amount of people accessing the web from mobile devices will continue to rise. Since Google’s main priority is, above all else, to offer the best user experience, it’s only natural that it will continue to adapt as online behavior shifts.

Be prepared for the mobile-first takeover before it happens.

Even though rankings won’t take a huge hit yet, you should still prioritize having a responsive site (we always emphasize this with our clients). Regardless of an algorithm change, user experience goes far beyond solid optimization.

Just because a website shows up on page 1 doesn’t mean anyone’s going to want to read it. If a site is messy, bland, and hard to navigate, people aren’t going to stay there for very long. But a clean, responsive site with credibility and fast load times? Now that’s more like it.

It all just boils down to this: you want to provide the best experience for your audience in places they already live. Today, that’s mobile.

Invest in a responsive site.

Users expect seamless functionality, so give it to them. Here’s a little breakdown of how your site should look and behave on mobile:

  • Content should be comparable across both mobile and desktop. Don’t have missing information. Make content as similar as possible.
  • Primary information should be as easy to find.
  • Not only should information be easy to find, but it should be easy to read. Text and images should fit within the dimensions of every mobile screen. Too often we see text cut off and images skewed all funky. Don’t do that, guys and gals.
  • Site organization/layout should be condensed & reconfigured. For example, long-form navigation bars (like the one you probably have on desktop) are hard to read on mobile. Use alternatives like tabbed navigation, hamburgers, or menu carousel.
  • Pages should load quickly.

*This is by no means an exhaustive list

Now for the technical recommendations per Google Webmaster Blog. If you aren’t equipped to make these changes, it’s best you consult with a web developer to move toward a more mobile-friendly site.

  • If you have a mobile site and have only verified the desktop version, add and verify the mobile one.
  • Serve structured markup for both mobile and desktop versions of your site.
  • Utilize the robots.txt Tester to confirm Googlebot has access to your mobile site.

To scope out more mobile-first index tips, Google’s blog has a whole lot of ‘em.