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old school seo

Old School SEO Still Reigns

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Our Guest Blog this week comes from Marketing Manager Rob who specialises in SEO and Content Marketing. 

What should you consider when trying to rank at the top of Google’s search results in 2019?

Good old-fashioned relevant content still RULES when it comes to ranking factors, high-quality content, particularly long-form, detailed content, tends to gain more inbound links. It also keeps people on your website for longer periods of time, which is a ranking factor for Google. The assumption is that when visitors don’t bounce away from your content, it must be relevant and is therefore worthy of a higher search engine position.

Keyword-rich content: is another important ranking factor, but it’s important to consider two things – 1) Google hates keyword stuffing, so write with natural language and 2) make sure your content really speaks to what people are searching for, rather than just search engine alone. Rand Fishkin touched on this with his “How to Rank” checklist noting that website owners should do keyword research to help discover words and phrases that searchers use or regularly search for – keep in mind that more people are asking questions either via voice search or typing them directly into Google.

Metatags still matter: so pay attention to the title tags of your webpages (this is what appears as the clickable link on the search results pages) and meta description which is the snippet of text directly beneath the title. One of Google’s top-ranking factors is still CTR, so a compelling link title is really imperative.

Make sure you include H1 and H2 tags in your webpages (SO BASICBUT VITALLY IMPORTANT) because pages using at least one H1 or H2 heading tend to rank better than those without.

Modern SEO ranking factors to consider

The modern search marketer or SEO specialist has their work cut out for them. In addition to the tried and true (old fashioned) ranking factors listed above, there are many new factors to consider:

  • Make sure your website is mobile-friendly since Google’s index will crawl the mobile version of a website first before the desktop version. Your website should be responsive on all mobile platforms – this is now the rule rather than the exception.
  • Make sure your website is speedy and loads quickly. Mobile sites should load in 2 seconds, while desktop sites should load in 3. The top-ranked websites are the ones that load the fastest.
  • Make sure your website is encrypted – that is, it uses HTTPS encryption since nearly 50% of top-ranking websites all use HTTPS, up from 12% in 2015!

Happy optimising in 2019

It’s extremely interesting (and possibly a little comforting) that many ranking factors have stayed the same since the early days of SEO. CONTENT is at the centre of a good SEO strategy, just as it was twenty years ago. On-page optimisation, meta tags, and backlinks are all still key criterias in Google’s ranking algorithm (as they were in the back in the day).

Implementing these factors alongside newer factors such as mobile-readiness, site encryption and fast-loading pages, will help you rank higher in the coming year.

YouTube Marketing

Why YouTube Can Help Any Marketing Campaign

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Marketing has always been about using the latest technology to get your message across. There’s no point in having a fantastic campaign that is never appreciated by anybody. YouTube is the second largest search engine, making it a great place to go for potential customers.

This week’s blog at First Digital Media looks into YouTube Marketing and how you can use it for your own benefits.

History of YouTube

Since being brought to life in February 2005, YouTube has become one of the largest platforms online. More than 1.8 billion people use this and 100 hours of video content are uploaded each minute. With such a huge following, it isn’t difficult to see how this area has been tapped into by the marketing community.

As a result of the number of people accessing it, YouTube is now the second largest search engine. It’s only beaten by owner Google, who purchased the streaming service in November 2006.

Wide Reach and Successful Returns

Today, there are around 23 million different channels on YouTube. To add to this, at least 200 channels have over 10 million subscribers. There is something for everyone from gaming and music to instruction videos on how to hold a cat. It is this that makes it a great place to reach potential new customers. Many people have been able to build careers for themselves and reach out to those who they never would have been able to in the past.

However, it can be a difficult thing to balance. One of YouTube’s biggest stars Pewdiepie is no stranger to this. As the second largest channel at 100,876,836 million subscribers, the gamer has faced a lot of criticism over the years. Opening yourself up online can risk bad press, but this is the same of every platform. Despite this, he’s still estimated to be earning £6.5 million a month from Ad revenue, merch and other projects.

He isn’t the only person to have found popularity and money from the platform. Other channels making a fair amount include Dude Perfect (£2.8 million per month), VanossGaming (£2.1 million per month), DanTDM (£2.1 million per month), and JuegaGerman (£1.8 million per month).

Will It Work For Me?

Becoming a millionaire doesn’t happen for everyone. Although, that doesn’t mean YouTube isn’t worth the time. Creating videos about your products or services can be incredibly beneficial. Creating a channel is fairly simple to do and, using the right approach, you can start to increase your followers.

If you are looking to make videos, then consider your content and what message you are putting across. Are you looking to sell, inform or entertain? This will give you a clearer idea of what to create. You also need to think about editing software, music and copyright, and SEO.

It may not be your first thought, but SEO (Search Engine Optimisation) is needed on YouTube too. After all, it is a search engine. ‘Clickbait’ is a well-known term thrown around by YouTubers and refers to the title of a video. Titles on YouTube are what a viewer sees first along with a thumbnail. Getting this right is important, just as much as the description. Words and phrases used here will be taken to rank videos and display them to in right searches.

Don’t Forget Ads

On top of creating your own videos, you could also look at using YouTube for advertising. We’ve all come across Ads while watching videos so you should be aware of them. In fact, these ads per click are often cheaper than Google AdWords. Estimates suggest a YouTube ad click is priced at £0.08-0.25 ($0.10-0.30) per click compared to Google Ads at £0.66-1.32.

Advertisements are divided into 3 different types:

TrueView

These are the Ads that you’ll see most often. You’ll only pay for this if a user interacts by either watching for more than 30 seconds or clicking on it. These can be either skippable (12 seconds – 6 minutes) or non-skippable (15-20 seconds).

Two different formats of TrueView exist which are Video Discovery and In-Stream. Previously known as In-Display Ads, Video Discovery appear on the homepage of the platform as well as search results and related video suggestions. In-Stream is as it says and appears before a video or stream. In most cases, these can be skipped after 5 seconds.

Preroll Ads

We’ve all been there when you can’t skip an Ad and this is what preroll is. A viewer will have to watch the video and they are no longer than 20 seconds. These are usually at the start of a video but can be placed in the middle (mid-roll) in videos that are over 10 minutes. Preroll Ads are on a PPC (Pay Per Click) basis, making it crucial to make the most of the time you have.

Bumpers

As the shortest Ad, these last no more than 6 seconds and play before a video starts. These are best used to advertise a bigger video or campaign, drawing people to watch your content.

Changing the Future of Marketing

The world of marketing is always changing. More and more options are becoming available, with YouTube marketing being one of them.

To find out more about what we do here at First Digital Media, including YouTube and Video Marketing, please get in contact with us.

youtube infographic

Influencer Marketing

Influencer Marketing and the Challenges

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A decade ago, social media was predominantly used for sharing your thoughts, opinions and photos on an online platform to your friends, but it has now rapidly changed into a huge marketing tool for brands and products.

In this blog I explore what influencer marketing is and the challenges facing this type of marketing.

What is Influencer Marketing?

Did you know that nearly 81% of brands have found using influencer marketing effective?

As one of the fastest growing marketing tools to date, influencer marketing is a process where a celebrity or a social media user with a high following can target and drive products or brands to their large audience – ‘influencing’ them to purchase a product.

Whether it’s on Instagram, Facebook, YouTube or Twitter, ‘influencers’ can market products using a range of different tools, including photos, videos or even blogs posts.

Did you know there are more than 500,000 active influencers on Instagram alone? Social media itself has rapidly grown in the past decade, so it’s certainly no surprise that it is now becoming an effective marketing platform.

Brands and Influencer Marketing

Even some of the biggest brands are using Influencer Marketing, including Gucci, Nike, online clothes stores Missguided, Boohoo and food chains, JustEat and Mcdonalds.

However, you don’t have to be a big established brand, even the smallest of brands are using this form of marketing and it’s certainly no surprise why. 75% of users take action after looking at a brand’s post, it’s probably the most effective marketing tool out there!

The Influencers

Influencer marketing is absolutely everywhere, probably more than you think. From personal experience, I know I can scroll through my Instagram for around 20 seconds, and there will be at least two or three enticing brand posts, but who are the people or ‘influencers’ marketing these products?

Whether it’s fashion, beauty, gaming or sport, influencers don’t necessarily have to be a celebrity. What makes them an influencer, is their large social media following and the influence they have on their followers in that industry.

‘The Pyramid of Influence’ shows the different types of influencers, some already well-known celebrities and some that are ‘everyday influencers’.

Pyramid of Influence

 

The Challenges Facing Influencer Marketing

If you want to build up your brand online, gain an online presence and engage with potential buyers, Influencer Marketing is an easy way into the hearts and minds of followers, but currently, there are various problems facing Influencer Marketing.

  1. Fake Followers and Fake Likes

A new study claims there are 10 million fake Instagram accounts in the UK and that more than half of users here have bought followers, likes or comments.

Even though this is legal to do so, influencers with fake followers and likes are eligibly charging a brand for more exposure to a following that is non existent. Not only is this unethical, but influencers who have built up their following over the years are now competing with accounts with a fake following.

  1. Instagram Removing Likes

It is no surprise that Instagram has become the most important influencer marketing channel, but there has been recent concern over the social media platform for rolling out the removal of likes.

Instagram want people to worry less about how many likes we get on Instagram and more about the content. In a bid to tackle mental health and self-esteem issues, I think this is a great idea as no one will be comparing likes and feeling doubtful over their posts.

However, this causes great concern for influencer marketing. With the removal of likes, brands won’t be able to see an influencers following and engagement. We have discussed this further in a previous blog www.firstdigitalmedia.co.uk/instagram-removes-likes.

  1. Social Media Algorithms Changes

If you haven’t noticed yourself, over the past couple of years, the way social media algorithms work has changed and these can cause major problems for brands and influencers.

Facebook now favour individual accounts rather than publisher content. This makes it difficult for brands and businesses to overshadow all of your Facebook friends whom you engage with.

Instagram have now changed from showing everything in chronological order to now prioritizing posts that you engage with more. So if you don’t interact with a certain brand or influencer, these will now be placed further down your Instagram’s feed.

The same goes for YouTube. More than 70 percent of time spent on YouTube is spent watching what the algorithm recommends. So instead of showing you videos chronologically, YouTube displays users subscribed channels based on their engagement and popularity.

The Future of Influencer Marketing

As an avid social media user myself, I follow a range of celebrities and social media influencers that do advertise brands and products regularly.

Have I been influenced to buy a product from them in the past? Most definitely yes.

Take a second and think, can you honestly remember the last time you went on a social media platform and DIDN’T see a product or brand being marketed by an ‘influencer’ or celebrity? Probably not. This in itself is a reason why influencer marketing is now one of the biggest marketing tools and I’m pretty sure it’s just going to get even bigger.

Even though there are various problems facing influencer marketing, people are so glued to scrolling through their social media feeds, there is certainly still even more room for it to grow. There’s no better time to start using influencer marketing than now.

digital marketing

The Proof Is In The Pudding – Guest Blog

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The old saying ‘the proof is in the pudding’ gets thrown around a lot when it comes to digital marketing relationships between marketers and clients.

But really, when you are marketing for a business, the client will also want to see the proof in their pudding when they are paying you for a service. Here at First Digital Media, we report back every single month as part of our marketing packages on our client’s success, downfalls, new ideas moving forward and show exactly where their money has been spent and was stats come from that.

We prove what happens to our pudding, but do others?

A New Month

August is a new month and we have lots of exciting plans going ahead here at FDM. But before we start a new month, let’s take a quick look back at some recent stats that really got us thinking here in the office.

Working in the digital industry, we always need to keep up with the changing trends and looking at past stats and figures is something we are all passionate about for our own knowledge and our clients. Wanting to deliver the best pudding on the market means looking at how others have been unsuccessful, no one wants to follow in their footsteps after all.

GDPR and the True Costs

Back in May 2018, the world was hit with new laws regarding General Data Protection Regulations and it really shook the online world and how it worked. It was the European Union that created and earmarked the landmark privacy law for users online and their personal data but it was businesses that felt the downfalls.

A recent paper from Samuel Goldberg, Garrett Johnson and Scott Shriver stated that “GDPR could hurt online firms: 1) directly, by restricting online advertising and changing user browsing preferences, and 2) indirectly, by reducing the web analytics data that informs the firm’s decisions”.

Their research collaborated from 1,500 online businesses that were using a certain analytics platform to track their users. Overall, the businesses all found that the recorded page views and the number of users visiting the site had fallen by 9.7% since the introduction of GDPR.

Minor figures on the grand scheme of things, but in reality, this was resulting in an average $8,000 loss a week.

Here at First Digital Media, we also noticed a drop in analytical figures but we worked around this, developing new techniques to ensure that we didn’t make any further losses.

Ad Spends and CPC’s

Another report outlines that there has been a massive growth in e-commerce advertising as there are figures showing there has been a 40% increase. This could be that due to GDPR and the restrictions on personal data, advertisers and marketers are having to spend more on average to get the same response they were previously.

It was also found that CPC’s were reducing across various industries which could either be because of a lack of users clicking or the lack of data that can be given once clicked.

Marketing Job Cuts

The speculations surrounding the business Uber has recently seen a lot of bad press and this next bit of news also isn’t great either. Uber has recently reduced its marketing team by a third, cutting around 400 jobs in total.

In the move to try and cut costs, Uber announced the move internally first then around the rest of the world. For a business that employs a massive 25,000 people around the whole world, 400 employees doesn’t seem huge but for the marketing industry, it really is. The reason why is due to profits and Uber not really making any money at all but it has also been put to maybe too many ‘cooks spoiling the broth’ and decisions being unclear across their marketing techniques. (clearly, they weren’t making their pudding properly from the start)

Another reason why here at First Digital Media, we like to keep it simple. We work as a team, we work together and all decisions are very clear to avoid confusion and a host of people working for nothing. We all add an integral ingredient to our pudding mixtures, avoiding a disaster in the kitchen.

Growth in App Frauds

As the rise of mobile phones is increasing faster than the rate of homes, it is no surprise that app fraud has also risen. According to the 2019 State of Mobile Fraud report, the figures have grown to an alarming rate.

In the first half of 2019, it has been recorded that marketers lost over $2.3 billion of ad spend due to fraud and bots. There is also another 16% of app installation frauds that were not caught in action and the most targeted industry was financial apps.

The most worrying element is that those committing the frauds are harder to find due to the mimicking of actual user experiences being easier to complete.

Marketing at First Digital Media

If any of these figures have got you thinking about handing over the reins of your marketing to someone else, get in touch with us today on 01524 544346. We have a whole team ready and waiting to take your business to market so you don’t have to hire each individual skill, you don’t have to worry about fraud and you also don’t have to worry about the ad spends themselves.

What’s not to love about that? Grab some of our pudding, it’s the best!

Celebrating Pride 2019

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This guest blog comes from Digital Marketing Executive, Joss. Her role involves Content Marketing and SEO.

Celebrating love across the world is important. This June marks 50 years to the month since the Stonewall Riots in New York, the start of Pride as we know it today. More and more companies and brands support Pride and this year is no different.

To mark the 50th anniversary, several companies have been running their own marketing campaigns to show support for the LGBTQ community. The LGBT+ community is a part of my life and many others, which is why it is important to celebrate what makes our world great.

The Stonewall Riots, June 1969

marsha-p-johnson-quoteIn the early hours of June 28 1969 the NYPD (New York Police Department) raided the Stonewall Inn in Greenwich Village, New York City. After years of homophobic legislation and brutality, it was time for change. This raid had not been the first one and was nothing new, but something was different.

People refused to co-operate and hand over IDs to prove their gender. As a crowd started to gather outside, pressure fell on the police and violence erupted. One transvestite was pushed and hit in the face with a purse. Storme DeLarverie spoke to the crowds about the tight handcuffs and was beaten with a nightstick by police offices in retaliation.

A number of bystanders including activists Sylvia Rivera and Marsha P Johnson, started to throw bottles, cans, bins, bricks and more at police. Rioting continued for several nights afterwards and the iconic evenings led to the creation of the Gay Liberation Front as well as Gay Activists Alliance. In 1970 the very first Pride Parade took place, marking a huge shift in attitude towards LGBTQ rights.

Impact Today

Despite the Stonewall Riots, it has still taken decades for more rights to come into force. It wasn’t until 1999 that Bill Clinton declared June officially as ‘Gay and Lesbian Pride Month’. In 2009, Barack Obama extended the title to include all members of the community including bisexuals and transgender. Parades take places across the globe and this year more people than ever have been celebrating the event.

Today, the LGBTQ community have more of a voice in culture, government as well as the media. One of the best examples of the impact of Pride and the media is RuPaul’s Drag Race. Since airing 10 years ago, the programme has had 11 seasons, 4 seasons of an additional All Stars competition (with a 5th in filming), world tours, and supported Pride events around the world. The show has helped to grow equality and develop awareness, showing everybody just how important pride is.

Companies and Pride

Businesses in the UK have been doing their own marketing to celebrate 50 years of Pride. From Facebook adding a profile picture filter to Boohoo releasing their own Pride collection, there have been endless organisations getting involved.

Absolut Vodka are one of the longest supporters of Pride, having backed the LGBTQ community for over 35 years. Their ‘Kiss With Pride’ campaign aims to raise awareness that being gay is still illegal in 72 countries. Boohoo’s #LoveWithoutLimits collection is donating 10% of all sales to OutRight Action International and the LGBT Foundation.

pride-2019-marketingEven popular food company M&S are marking 50 years of Pride. The LGBT sandwich is a twist on the classic BLT, with the G standing for the added guacamole. As well as raising visibility, M&S are donating £10,000 to the Albert Kennedy Trust (akt), the national LGBTQ+ Youth Homelessness charity organisation, as well as €1000 to the BeLonG Youth Services in Ireland.

Is It Right?

However, some people are questioning whether it is right for a business to use Pride in their marketing. M&S have faced some backlash with people criticising them.

However, the akt’s Director Carrie Reiners has spoken out about the LGBT sandwich, saying:

“We’re thrilled to see M&S show visible support for the LGBTQ+ community this Pride, and are extremely grateful to be one of its two chosen charities. The donation from M&S will enable us to continue providing safe homes and better futures for the young LGBTQ+ people we work with, through our Purple Door safe house, host programme, mentoring and youth engagement work.”

Future of Marketing and Pride

Whilst Pride marketing campaigns may not be liked by all, they are still making a difference. As well as raising money, companies are raising awareness of the importance of love and equality. Big brands including Tesco and Amazon are supporting Pride events across the UK, bringing sponsorships as well as coverage with them.

Although, there is still room to grow. It is important for companies to not just support the LGBT+ community during June, but all year round. There are some that already do this and the Stonewall List of Top 100 Employers highlights organisations who are supporting equality every day. Taking part in Pride month is a huge step, however being an ally is the next and most crucial step.

How Google Chrome Changing Effects My Role – Guest Blog

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This guest blog comes from Digital Marketing Team Leader, Becci. Her role is all things marketing related as well as focusing on Google Analytics.

It was only last week I was at my friends’ house and I actually watched her open her laptop, open internet explorer, use the default browser Bing to search for ‘Google’ and then carry on with her tasks… I was gobsmacked.

I said “Why don’t you just set Google as your default browser”, after all, Google Chrome is the worlds most popular web browser out there with more than 60% of users using their site. This simple moment in time got me thinking about how important Google really is to all of us and how its changes effects my role as a digital marketer every day.

30th Birthday Celebrations

The web celebrates it’s 30th birthday this year and in the last 30 years (some before I was even born) we have all seen how certain updates have changed the way the world works both online and offline.

Although there has been significant developments in the last 30 years, this will not stop and moving forward into the very near future, we will be so shocked with what is to come.

Chromium Blog

This is something I hadn’t heard of myself until I did a bit of digging and research. This blog comes directly from Google and outlines all the upcoming changes that we should look out for. They have listed the following as changes that will effect Google Chrome functions within 2019:

  • Speed changes
  • Increasing the Power
  • Extra transparency
  • Improved Developer experiences
  • Increased security and privacy

Google Core Updates

There are updates all the time that marketers won’t even know have happened and there are some that will shift the way in which websites and SEO work hand in hand.

In March this year we were all made aware of Google changes due to websites dramatically dropping on both visibility and keyword rankings. Google never made anyone aware this was happening and they also didn’t let on what was changed, good work Google, good work.

A common question after any Google algorithm update is “How can I fix my site?” and the real answer is, “there is no set way”. You just have to roll with the punches, update your websites following SEO best practices and hope for the best that Google likes what you are doing.

“For marketers, the full impact of these changes and how users respond to the tools likely won’t be seen for months, but stand to have a significant impact on remarketing, analytics and attribution efforts”, Marketing Land.

My Role with Analytics

Looking at how this will change my role with Google Analytics is really important to me as it is becoming increasingly more difficult year on year to track users on my client’s websites due to their rights to privacy and security.

As the first change Google Chrome is making is all about cookies and privacy online, Google Analytics is surely going to be effected.

“This change will enable users to clear all [cross-site] cookies while leaving single domain cookies unaffected, preserving user logins and settings. It will also enable browsers to provide clear information about which sites are setting these cookies, so users can make informed choices about how their data is used.” Ben Galbraith and Justin Schuh from Chrome Engineering.

This will also affect re-targeting marketing methods that will follow users from website to website and advertise their products. This is something we urgently need to look into to ensure that we can still provide the same level of service to all of our clients.

Staying Optimistic

While there are lots of marketers panicking about the upcoming changes, I am staying positive. By now, we must all realise that Google runs the game and why would they make changes that would push users away? They wouldn’t.

In my opinion, we should all embrace the changes, work with Google and reap the benefits that will come with an improved web presence and space for digital marketing. Check back later in the year if I have had a meltdown about it or have fully embraced it.. who knows!

 

Instagram Makes a Huge Move in the eCommerce Industry

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What Has Happened?

Recently, Instagram has taken a huge step into the field of eCommerce marketing which means the platform could soon become the biggest social media platform in the world. This step is called “Instagram checkout” and it is quite simply, brilliant.

In late 2018, Instagram released shopping tags. This allowed a business to tag their products into their Instagram posts. Users could then click on the tags and be sent to the business’ website page where they could buy the product. However, now these have been heavily updated, the shopping tags are part of a much larger concept called “Instagram checkout”. This is where users can click on the products shown in the posts and purchase them directly from the Instagram app. After, they just return to their Instagram news feed and are given updates on their delivery in the new few days via the app.

Instagram’s tweet announcing “Instagram checkout”.

Haven’t I Seen This Before?

For all of those thinking that they have seen eCommerce on social media for years, you are right. A lot of competitors have used some sort of eCommerce platform in the past few years, especially Facebook. Facebook created the very popular “Facebook Marketplace” way back in 2017. Since then it has rivalled with the biggest eCommerce companies such as Amazon, Ebay and Etsy. The reason Facebook Marketplace has done so well since launching is due to the 1.5 billion reach it has.

The reach is so big that the marketplace is split into two sections, ‘Local Marketplace’ and ‘All Marketplace’. ‘Local Marketplace’ is self-explanatory, you buy and sell using cash, within your local area and then go collect or drop off the items and it works very well. Every single location has at least 5 buy and sell groups with at least 100 products being put up for sale every day.

‘All Marketplace’ is also self-explanatory, you search all of the products being put up for sale on the marketplace, and you can search for specific items, prices and locations. This doesn’t work as well as it could. If you are buying an item which you can not collect, then you will have to get it delivered and pay through your bank. Facebook do not provide users with a specific way to get an item delivered or pay without cash. The only way to do it is through a private message where PayPal can be used, but this isn’t very secure and could be done a lot better.

Making Valuable Improvements 

These changes seem to have been done with Facebook’s sister company Instagram. Once you click on the product you want to buy through a post you can choose to checkout with Instagram. This allows you to pay with card and PayPal. As soon as you have added payment once, you can also remember it and not have to type it again for future transactions. It is a simple yet effective tool and could be a game changer!

If Facebook is going to use a developed idea of Facebook Marketplace for “Instagram checkout” then Instagram is going to become huge. It could even take over Facebook itself as the lead social media platform. The reason for this is that Facebook Marketplace is already a proven success. It has many success stories where small business has transformed and boosted its sales massively.

Now, if Instagram can follow in the same steps as Facebook then we will soon be seeing the biggest upcoming eCommerce platform since eBay. The question is will Instagram take over Facebook Marketplace or will it flop?

What Are Other Competitors Doing?

The other two Social Media giants, Twitter and Snapchat, have also used eCommerce on their platforms in the past. It is fair to say Twitter’s success has been non-existent. One of the first social media platforms to try eCommerce was Twitter when they incorporated the “Buy” button into tweets way back in 2014. The idea behind the “Buy” button was that a business could tweet pictures of their products and link to the button to their site. If a user clicked the buy button, then they were taken to the business website. It seemed like it would be pretty effective. However, when the head of commerce left Twitter in 2016, the buy button was quickly taken just 8 months after. Twitter then sent out emails confirming that:

“The Twitter team is pivoting way from their ecommerce focus”.

Since then there has been no concept for any sort of eCommerce for the platform and has left Facebook to dominate. Is Twitter going to release something in eCommerce or are they a finished product themselves?

Snapchat and eCommerce 

On the other hand, Snapchat has been growing its eCommerce since launch. Thanks to a few big brand deals, it has put it self on the map. Snapchat launched ‘Collection Ads’ back in November. This is where advertisers can showcase their products on the Snapchat Discovery section. If users want to find out more, they click the ad it takes them to the businesses website.

Adidas and Amazon then had a short-term partnership with Snapchat, leading to 30 other partnerships for Snapchat! The company said they are looking to increase their eCommerce this year and if they make the right deals, they could overtake Instagram.

Will Snapchat become the king of eCommerce?

What Does This Mean For Marketing?

This “checkout” concept came out today for the whole of the US as a trial for some advertisers and it is going to be massive for marketing. Instagram is great for getting your name out there and increasing your profiles following, visibility, and now marketing. Small businesses will be able to post their products on Instagram with a visual aid of what their product is. Users can then see these through hashtags or their feed and buy the product with ease.

It is also great for the advertisement side of marketing. Think about it – have you ever seen a blogger or celebrity wearing a really nice jacket, but you can’t find it anywhere? We know you have! Well, now it’s simple. All you have to do is tag the product and the jacket you were spending hours trying to find can now be bought within a few clicks. This is great for advertising because businesses can get people to wear their products and tag it, this then gets the products visibility up and sales will increase. One thing is for sure, Instagram revenue is about to become massive. The platform will charge companies for every sale made on their app. If this concept is going to be as big as we think it will be, then Instagram will become the number one social media platform.

Will Instagram make the most money in 2019?

Join The Conversation!

If you would like to join the discussion and answer the questions within the blog then be sure to follow us on all of our social media platforms. We would love to know what you think!

Join the discussion using our social media accounts below:

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If you would like to generate more sales and traffic for your business but don’t know how to do the marketing, then get in touch with us today and let us transform your business.

Women in Tech: Celebrating International Women’s Day

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As a booming industry, there are thousands of people working in marketing and technology. From blogging to backend website development, endless tasks are completed every day.

Here at First Digital Media, we are very proud to have a strong female marketing and tech team. Following on from International Women’s Day, our blog this week looks at women working within technology and how people are trying to change the gender gap.

About Women in Tech

In the UK there are around 47,000 digital technology companies. In 2015, Career Builder estimated that employment in this industry would grow by 5.4% by 2020. Although, despite being a developing field, there still remains a clear divide in gender. Last year Tech Nation’s annual report concluded that only 19% of the workforce were women.

It’s not just the UK that experiences this gap. According to statistics gathered from Evia, in the United States less than 20 per cent of women accounted for the technology workforce in 2018. On top of this, fewer women work in the industry now compared to the 1980s.

The Gender Divide

In 2017, Axonn conducted a survey on the roles of gender in the marketing industry. Even though more women are taking up careers in this field (21% vs 16% of men), more men occupy senior positions. One respondent to the survey, a B2B director in Scotland, said:

“Average men are overpromoted.”

Another interesting discovery was gender representation at industry events. According to 43% of the women asked, there were more men present on panels. In contrast, only 24% of men pointed out this same imbalance.

Research conducted by Axonn shows the average ratio based on several marketing events held in 2015:

Below is another graphic outlining the ratio of men and women on judging panels at British media awards in both 2015 and 2017:

How Does This Compare Across the Population?

According to Catalyst, in 2016 more women had completed post-secondary education compared to men (46.5% vs. 45.5%). This includes universities, colleges, vocational schools and technical training. However, those entering STEM fields are significantly less, with just over a third of women taking up employment.

When it comes to the labour force, there are more women working than ever before. Of those aged between 16 and 64, 70% are employed. This is a huge leap from an estimated 53% in 1971.

Despite this, women in full-time employment are still being paid less than men. As of 2017, women make 80% of a man’s median hourly wage.

However, it’s not all bad news. The number of women in senior leadership has stayed low (22% in 2018), although there are more women on UK Boards.

What is Happening?

There has been a huge decline in women entering the tech industry, showing a major problem within media. According to stats released by The Muse, under 5% of women have their own start-ups. Shockingly, the pay for women under 35 is 29% less than men in this age group. Additionally, the quit rate for women working in tech is twice as high as men at 41%.

The Observer has put all of this into perspective:

“Women in tech face sexism and harassment. Tech is blatantly unfriendly to family planning, from being pregnant to nursing. There’s also a wage gap that no one is doing anything about—even Google, the second most valuable company in the world, recently said that collecting wage data for the company is too expensive and burdensome.”

Source: ‘12 Statistics About Women in Tech That Show How Big the Gender Gap Truly Is’, Sage Lazzaro, 6.5.17.

Yet despite this, a female-led company still performs 3 times better than one led by male CEOs. So, what exactly is happening and what can we do about it?

Showcasing Female Success

Up in Lancashire where we are based there has been a massive move towards celebrating women and their involvement with tech. Both Ladies, Wine & Design Lancaster (led by Louiza Rabouhi) and Digital Lancashire’s ‘Women in Tech’ are doing more to highlight women’s successes.

In the future hopefully this will continue to happen. To keep up to date with events going on across Lancashire, check out the following groups.

Ladies, Wine & Design LancasterInstagram & Twitter

Digital Lancashire Women in TechFacebook Group

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The Visual Marketing Approach: Using Video and Visual Content

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With busy lifestyles, it becomes a challenge to find free time. It is important that all businesses consider this when they approach their marketing strategy. Luckily, visual content is a great way of grabbing the attention of the tired consumer.

Nothing stands out more than a stunning picture or an easy to digest video. Here at First Digital Media we work with our clients to establish a marketing approach that works for them.

The Future is Video

We all want to relax after a busy day. Social media is a large part of our lives and it is important that marketing campaigns target this. Sometimes the easiest way to reach an audience is with something visual.

Most platforms support videos and these have become a common feature on social media. Facebook, Twitter, LinkedIn and Instagram have seen rises in the views of these. According to HubSpot, in 2018 around 78% of users watch online videos each week and a staggering 55% do this every day.

video-marketing-stats

Source: https://blog.hubspot.com/marketing/video-marketing 

On top of that, YouTube is now the second largest site visited after the search engine Google. If that doesn’t show you the importance of video marketing, then nothing will.

Impact of Visual Content

If you need more convincing on the power of videos, then there are plenty of other reasons. A recent survey from TechCrunch determined that over 100 million hours a day are spent watching videos on Facebook. Alongside this, Wordstream reckons that videos on social media generate 1200% more shares than image and text content combined.

Some other fascinating statistics include:

  • Video content is watched by 82% of Twitter Users
  • Around 45% spend more than an hour watching videos on YouTube or Facebook each week
  • On Snapchat, users watch more than 10 billion clips a day

How Videos Can Change Your Marketing

Whether you realise it or not, a short video can make all the difference. Customers claim that they are 4 times more likely to find out about a product if they’ve seen a video about it. Also, companies have found that their CTR is higher as a result of this form of content.

For a return on investment, you need to use the latest techniques. Video marketing is rising at a fast pace and more and more marketing campaigns make use of this feature. These features make information easy to digest.

Start Your Marketing Today

Our digital marketing executives here at First Digital Media are experts in video marketing. To find out more, please do not hesitate to get in contact with us today.

Google Algorithm Changes and Their Effect On Your Web Presence

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Google is constantly updating its core algorithms which are becoming more and more difficult to follow for business owners, marketers and agencies managing clients’ web presences.

In order to ‘keep up’ with these changes and to support your online presence in line with the trends, you need to focus on what these Google alterations are and the effect they have on your website and search rankings every day.

Google updates its search engine ranking algorithm up to 600 times each year”, Markets Insider.

Most Recent Google Algorithm Changes

The top three main changes that Google made in 2018 focused on securing websites, mobile website speeds and SERP changes. These changes are the most influential of the 600 made in the last year and the most damaging to your website rankings overall if not followed.

By following these updates on your own website, you can be seen as ‘following the rules’ and be placed into Google’s good books when it comes to ranking and domain authority.

SSL Security Importance

It was back in 2018 when Google first used SSL as a ranking factor in its core algorithm. If your website is not HTTPS, it can seriously effect its position in Google rankings and it can be instantly penalised as dangerous for any users and therefore not pushed forward in searches for them to visit your site over another.

SSL doesn’t only secure your website but it also builds trust amongst your users and credibility with brands also. As well as “safety for all your subdomains”, SEO advantages and increased security online, there is no reason to not have SSL on your website in 2019.

Mobile Website Speeds

Although marketers and web developers have been discussing mobile websites for years, Google now looks at the speed of them as a ranking factor also. Your mobile website could look great, work easily for all users but if it isn’t fast enough in Google’s eyes, your website will not rank highly amongst its competitors.

The most common factors taken into account with page speeds on mobile devices includes redirects, compressions and minifications. Google now uses “Real User Measurements (RUMs)” to score your website page speeds which is created using data directly from the chrome panel your users are active in.

The Impact of SERPs

A SERP is a ‘search engine results page’ and it is the list of websites you see when you use Google to search for a keyword, location or service. All current SEO gurus are tracking SERP’s and the changes that are happening every day from Google and the following has been found.

It was right at the start of 2019 when the first big changes were noticed, shifting the overall rankings and keyword capabilities. This is one of the biggest signs Google has given recently when it comes to their algorithm changes because until now, there have been times when they haven’t let on at all they were updating their core methods.

Today’s SERP rankings now include videos, images, featured snippets and other related products rather than just the usual text snippets. With so many more ways to rank and so many ways to get there, SEO is a never-ending rollercoaster of changes and updates that even the most experienced marketers can struggle with.

The Complex Nature of SEO

There is not one SEO expert on this earth, that can clearly predict the future of SEO or even tell you what needs to be done next week in order to stay on top. SEO is a waiting and watching game in order to keep up with Google core changes.

There are so many tactics involved in SEO that it is one of the most expensive forms of marketing that every business will dedicate budgets too. Although it is so complex, it is so important in the world wide web and without it, you will not rank and will not compete online at all.

Get in Touch

To speak more about SEO for your business and Google Algorithm updates, call First Digital Media today on 0845 094 1830 and find out what we can do for your business online.