To attend the class, you will need to purchase an All Access Pass: PreCon Workshop.
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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.
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.
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.
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.
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 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:
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.
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.
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.
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.
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.
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.
Users expect seamless functionality, so give it to them. Here’s a little breakdown of how your site should look and behave on mobile:
*This is by no means an exhaustive list
To scope out more mobile-first index tips, Google’s blog has a whole lot of ‘em.