But do you know what each of them means?

How do they compare?

Is one more important than the other?

We’ve written this blog post to provide you with an understanding as to what each of these amounts to, so you could become the go-to website (or resource) for your customers.

What Is Domain Authority?

Domain Authority is a ranking factor that tells Google how authoritative a particular domain is.

It is a score that combines the strength of backlinks to other parameters related to your website like the age of the domain, trustworthiness, social signals, etc.

While the term “Domain Authority” is usually associated with the Moz metric by the same name, it should not be confused with ‘domain authority’ as a ranking factor.

The parameters used by Moz to give a DA score to each domain do not always correlate with the authority that Google places on each of the domains they crawl.

How To Improve Domain Authority

While we do not exactly know all the parameters that go into determining the authority of a particular domain, here are some factors that have a strong influence on how much authority Google places on a particular website.

• Domain age — Older domains have more authority than newer ones because they have established themselves (relatively) as a trusted brand.
• Backlink profile – A domain that is linked from powerful websites of high authority is, in turn, seen as one with high authority
• The number of pages indexed by Google — More pages indexed could mean higher authority for your site; although this may not always be true
• Branded searches on Google – Popular brands that enjoy a large volume of branded searches also enjoy high domain authority for their industry
• Branded anchors – Domains that receive a significant number of organic branded anchors enjoy higher domain authority.

There is no shortcut to improving your domain authority.

It’s a long arduous process that involves building organic backlinks, and adding top-quality content to your website consistently over many months, or even years.

Invest in all the right SEO best practices – both technical and offline SEO – to see your domain authority grow.

This includes investing in the right link-building techniques, producing the right kind of content, fixing redirection and broken link errors in your website, and so on.

In a way, SEO and domain authority feed off each other.

The right SEO techniques help improve domain authority of your website.

In turn, a good domain authority helps with your SEO and makes it easier to rank for your chosen keywords over time.

What Is Topical Authority?

Topical Authority is a measure of how authoritative a website is with respect to a very specific topic.

For instance, if you have a pet website where you talk about everything related to dogs — the breeds, what food to feed, what games to play, how to groom dogs, etc. — then while you may have top-quality articles on each subject, you do not demonstrate your expertise in any of these various topics.

Instead, if you focus on a particular sub-niche within the topic of pets (say pet insurance), and have articles on every conceivable topic related to pet insurance, then it is likely that Google views your domain as an expert when it specifically comes to ‘pet insurance’, even though you may not enjoy other metrics that qualify your domain as authoritative.

It is however important to note that topical authority trumps domain authority only in certain cases.

If you cover a YMYL topic (‘Your Money, Your Life’ – topics that relate to the health or finances of your reader), then chances are that Google would err on the side of caution and rank a domain with higher authority even though your smaller domain is a topical expert.

How To Improve Topical Authority?

It can take a website months, or even years, to gain high domain authority.

However, it is relatively easier to secure good topical authority. This can be achieved with the help of well-planned topic clusters.

The best way to go about this is to identify a subtopic within your niche that has not been exhaustively covered by competitors in your industry.

Once you make sure that this does not fall in any of the YMYL topics, you may go about producing an exhaustive list of top-quality content.

The final step in this process is to interlink between these different articles for Google to effectively navigate and interpret the context of each of these articles.

Once you have effectively covered a subtopic, you may rinse and repeat with other similar clusters within the broader niche.

It takes websites a relatively shorter time (several weeks to months) to attain topical expertise when compared to gaining domain authority.

Which Is Important For Your Website?

Both are important.

When you are starting a new website, then it can be several months or even years before you gain top domain authority.

So start with topical authority. Pick a small sub-niche within your industry and be the ultimate expert on this topic. These are called ‘topic clusters’.

Once you have exhaustively covered it, expand the horizon a bit and cover another topical cluster — and over time you will gain topical authority in several sub-niches within the main industry.

Also, when you attain topical authority, you are likely to rank high for keywords even if you do not have sufficient authority yet.

This helps you attain organic backlinks which helps you build your domain authority over time.

Final Word

Both domain authority and technical authority play a vital role in determining the success of your SEO efforts.

The scores that Google assigns to websites are intended as a gauge of authority. It determines more than just how many links point to a domain.

Google also analyses the content quality of that website, how users engage with them, whether they are helpful and answer the question, and so on.

As such, neither domain authority nor topical authority is more important than the other.

They work in tandem with each other to help you rank well in search engine results pages.

However, for businesses that are actively building their presence online and have not yet built up a significant following, topical authority is an important first step to building a content strategy.

But, if a business has an established website with an excellent amount of content relevant to their industry or niche, domain authority is going to be more important.

When this is the case, quality backlinks can help improve your website’s overall topical authority, thus putting you in a better position on highly competitive search terms.

The post Domain Authority vs Topical Authority appeared first on MintTwist.

2) Nike Air Jordan, 1985

3) Adidas, 2012

4) Durex, 2016

5) Pepsi, 2016

6) British Airways, 2007

7) M&M, 2013

8) Heineken, 2009

9) McDonalds, 2017

The post The 9 best Christmas advertising campaigns of all time appeared first on MintTwist.

Simply put, without links there are no rankings.

And yet, links have also proved easy to manipulate as website owners started paying for them, exchanging them and putting them inside low-quality content that was created just for those links.

And that’s how Google’s battle with low-quality link building methods started.

Google vs links

With links, Google has been facing an interested dilemma:

• They obviously cannot do without links as a ranking signal. Otherwise, they would have already announced that website owners could save themselves trouble and stop building links
• Fighting low-quality link building methods is somehow like fighting the mills: New weird schemes keep emerging out of thin air and quickly pick up pace.

Google engineers did tests where backlinks were removed from the search algorithm. This test returned negative results in the SERPs (Search Engine Results Pages), proving that:

• Link building is alive and well
• Links still play an important role in SEO,
• Links are useful as a ranking element (for now).

Without doubt, links carry a lot of weight and have done so for a long time. They are partly responsible for rankings, driving traffic, and indexation. The question that comes to mind is, why would Google perform this type of experiment? Are links going to lose importance in the next several years and will they be as important as they are now?

There are two schools of thought being discussed in the SEO community, regarding the power of relevant links, that I am aware of.

Links are valuable assets to go after

If certain links were to be removed from the web (those that are not relevant and are of low-quality), the remaining quality links would grow in relevance and authority. As links become rare, they become more precious and that may not be that bad.

Another way of looking at links is to consider how earning editorial links has become very difficult since all the multiple algorithm updates and manual penalties made by Google.

Websites are not nearly as eager to have links posted on their sites from people they don’t know because they don’t want to take a chance on being penalized.

As a result, social media channels, such as Facebook, LinkedIn and Twitter, seem to be a safer form of sharing content.

Therefore, earning backlinks to your site still suggests that there is a greater value being referenced in accordance with the Google guidelines.

Could links be losing value?

Other authoritative SEO professionals have made other suggestions, claiming that links are continually decreasing in value and that’s why Google seems to be creating so many penalties against websites.

Google’s ranking system consists of many elements that are constantly changing depending on items such as relevance, popularity, utility, and value.

As these elements constantly increase, the value of links decreases.

There are many link replacement algorithm signals that Google uses such as relevance, traffic, and data usage, which can be used in Google’s link graph.

Context and information can be sought from the link graph about other useful SEO signals.

Even though links are very important right now, with opportunities like these being made available, they may not be as necessary for building rankings and authority.

But that is in the future, and today links as signals show no signs of leaving.

Multiple studies over the years have found a strong correlation between ranking higher and being linked more.

What is definitely happening right now is that Google seems to get much smarter at telling a good (editorial) link from a bad one that was placed there as part of a link building scheme.

So if you invest into blog networks, paid links or link spam, remember that those links may not be doing anything for your rankings because Google is simply not counting them in their link graph.

Instead, focus on high-quality links

Create linkable content

Bloggers and journalists still link to useful or entertaining content pretty willingly. In fact, creating and marketing content is probably the only valid link building method left to us.

There’s no one single way to create content that attracts links. You need to research your niche thoroughly to understand which problems to solve to get your content findable and linkable.

Start with keyword research and it will give you a good direction as to where to focus your research and which angles to take. SE Ranking offers keyword research tool that is perfect for the job: It allows you to evaluate organic competition, research questions and find related queries:

Text Optimizer is a great way to understand your niche better and the popular topics that are associated with it:

Experiment with all kinds of formats, including infographics, ebooks, podcasts, etc.

But once that content is created, how to put it in front of bloggers and journalists in hopes they will link to it?

Consider social media…

Use social media for outreach and connections

For as long as social media existed, SEOs have been looking for (and failing to find) a convincing enough reason to integrate social media platforms into their SEO strategies.

The impact of so-called social signals on SEO has been discussed for ages.

Yet, there has never been a conclusive study or an official confirmation that Google does really need social media in its search algorithm.

Studies suggest that social media shares do not drive backlinks.

Using social media as your only link building is likely not a good idea.

The value of social media links has been argued for ages, yet, again there was never a proof that such exists.

Social media is hard to scale (in fact, it can be scaled but it quickly loses effectiveness when it is).

For all of these reasons, SEOs and link builders have been historically shying away from social media platforms.

Yet, there’s a place for social media in a link building strategy.

In fact, it very well may be what your link building strategy is lacking in order to become effective.

Social media is an effective way to empower your blogger outreach strategy, make your site recognizable and trusted by link amplifiers (i.e. bloggers and journalists) and better understand what content will convince them to link.

Use social media to get to know and connect to your target content amplifiers.

Build relationships with them and become familiar with them and they will start recognizing your brand and linking to your content.

Networking on social media is one of the best ways to make your brand unforgettable.

What should SEOs do?

Are links on a downhill path or are they worth the struggle to attain?

No marketer will ever say links are the only way to rank or that links are dead.

Times change and as marketers, we need to adjust with the changes committing to digital marketing as a whole and ensuring different forms of value.

As the saying goes, don’t put all of your eggs in one basket.

We need to focus on delivering organic traffic, growing the social networks, building authority, and establishing brand exposure.

Links are not going anywhere soon and Google still places a large value on them, but we need to be prepared to adapt and start practising other methods, besides link building, so that all of the hard work in developing the website credentials are not lost when Google makes another change to its search metrics.

The post How and why to invest into smart link acquisition appeared first on MintTwist.

It helps you determine who the best players are and what strategies they use to beat their competition.

The goal of competitive keyword analysis is to figure out what you can use as keywords that will rank on Google’s first page for your target keyword and have a high chance of converting into sales.

You can’t simply go in and create a list of keywords that work, because there are so many variables:  

• What is the average cost per click for those keywords?
• How many people search for them each month?
• How many people buy from the sites that rank well for those keywords?
• How much competition does your keyword have?

 A competitive keyword analysis is an important process for SEO Managers and content marketers alike. It will help you:  

• Understand search engine algorithms better. This will give you more insight into how search engines like Google work and how they prioritize results in their SERPs.

• Understand what users want from your brand or product page, which will help guide future content creation efforts and even design decisions.

• Find the right keywords for your website and improve your website’s SEO.

• Have a better insight into which keywords your competitors are optimizing for and what they’re ranking for.

• Learn about the competitive landscape and how you can stand out in a seemingly saturated market. It helps you gain insight into what the competition is doing better than you, how to make improvements, and understand what gaps in the market you can fill.

Even if you and your competitor have the same product, your product-market fit may be different.

For example, if you have project management software, you may be targeting a small business audience while your competitor may target a tech startup crowd, and another may target an enterprise crowd.

Competitive analysis not only tells you how your PMF differs from your competition but also gives you an idea of gaps in the market that you can fill.

For example, you could create a new landing page for a subsection of your audience that you hadn’t thought about earlier.  

Content marketing is a pretty lucrative lead acquisition source. If you can find what your smaller competitors are ranking for, then you can produce better content, and outrank them.

For example, let’s say you want to rank for the term “content marketing” in Google, and The Moz Keyword Explorer shows that there are about 1,500 searches per month for this term.

If you were only able to come up with a few hundred keyword ideas that had some amount of search volume and didn’t overlap with other keywords (i.e., no more than 10%), then it would take you years to build a site that ranked for every single one of these keywords.

But if you could find out what your smaller competitors were ranking for — say by checking out their URLs — then you could focus on building content that was better and outranking them on those terms.

The ROI calculation — if you have lower traffic than the competition, but have a lot more content, then a competitive analysis will tell you if you are targeting the wrong keywords, or if you should improve your content to rank higher.

The same goes for pay-per-click (PPC) campaigns — if you are getting a lot of clicks on your ads but not much engagement from those visitors, then it might be time to improve your copy and landing pages.

Competitive analysis can also help you in your content marketing efforts.

If other companies are writing about the same topic as yours, but with great results, then it might be worth trying some of their tactics to reach your target audience faster.

It is a process that helps you determine how well your website is performing in the market.

This type of analysis determines where your business stands in relation to your competition, and how much you can improve upon it.

While doing competitive analysis — do not go just by traffic volume. Because search intent matters. Your competition could have millions of pageviews, but if they are to the wrong keywords, then conversion may be way lower. So, quality > quantity.

How to identify a competitive keyword?

A competitive analysis will help you determine which keywords are most important to your business and which ones should be prioritized in your SEO efforts.

It can also help you identify any gaps where your competitors are outranking you on those terms.

Here’s how to find keywords:

• Create a list of relevant keywords by using keyword tools like Wordtracker, Google Trends or KeywordTool.io.
• Use the list of keywords to build a list of related terms (i.e., synonyms).
• Find high-volume, low-volume and ultra-competitive keywords for each term on your list.

• Search for similar terms that might appear on top of the SERPs (search engine results pages) based on volume and competitiveness.
• Analyse the results of these searches with the SEMRush Keyword Difficulty Tool (this tool will give you an idea of how difficult it is to rank for each term).

How to run a good competitive keyword analysis?

Here are some tips:

Identify your target keywords

A list of keywords or phrases (or “keywords” and/or “phrases” or whatever you want to call them) that you want to rank for in search engines.

Analyse your keywords

Once you have a list of relevant keywords, it’s time to conduct an actual analysis of each one by running Google Analytics reports and other tools like SEMrush or Ahrefs. You should look at several metrics across all of your pages, including traffic sources, organic search queries, and mobile searches (if applicable).

Analyze the top 10 results for each keyword. Collect a list of websites that rank for those keywords, along with their page titles. This will be useful later when you’re looking at keyword difficulty scores.

Look at how much traffic each page gets and make a list of those pages that are getting good traffic but aren’t getting any results.

Decide what’s important to you

Once you’ve identified the most important keywords, look at their difficulty level (how many people search for them each month), cost per click (how much it costs per click), ad position (where it appears on the page), and organic traffic (how many visitors they drive each month).

Bank on the past

Gather AdWords data from previous campaigns so you can see which keywords worked best for each campaign.

Go deep into your competitors’ mindset

Accumulate domain knowledge about each website so you know what kind of content they publish and how relevant it is for your business.

It is clear that conducting a competitive analysis of keywords is a beneficial way to understand the competition within your market.

By understanding what keywords your competitors are targeting, you can better adjust your own SEO strategy.

Additionally, by analysing the search volume and difficulty of various keywords, you can identify which ones are more likely to result in conversions.

Ultimately, conducting a competitive analysis of keywords can help you better understand your competition and make strategic decisions to improve your chances of ranking in search engines.

The post Why run competitive analysis of keywords? appeared first on MintTwist.

Back then, search engine optimization was mostly about identifying those popular search queries and repeating them throughout your web pages for Google to be able to match them when that query is searched.

Obviously, this method resulted in two main problems:

• It ignored the context (of the query and in the document) so searchers were often served irrelevant results
• It offered too many opportunities to manipulate the relevancy signal by adding searchable queries within an irrelevant document

Google understood both of those weaknesses of that old-school method, so they worked hard to change the algorithm at its core, i.e. to teach the machine to understand queries like humans do.

Two most important query processing algorithms: Hummingbird and BERT

There must have been a lot of behind-the-scenes updates, tweaks and experiments but the two Google chose to announce and explain were Hummingbird and BERT.

Hummingbird

Google Hummingbird was announced back in 2013 and few SEOs grasped its significance back then, because the visible impact on search rankings was minimal.

Yet, it was more than a tweak to the algorithm.

Search Engine Land compares it to changing the car engine of an old car.

Instead of targeting one specific signal (links, content, etc.), Google announced changing the way they treated search queries, i.e. instead of taking a search query verbatim (word by word), Google was trying to take a query in the context.

This is where we learned that Google was using “things” (i.e. entities) to better understand the context and match to a more relevant document. 

From now on, Google was using “things instead of strings”, instead of using “keyword strings”, the algorithm was trying to identify concepts and entities within a query to better understand its meaning.In fact, Google’s massive knowledge graph, which had been introduced the previous year, was becoming more important with Hummingbird. ‘Things, not strings,’ is how Google describes the concept. And Google is expanding on this idea, making the company more of an answer engine than a search engine

BERT

BERT was a second big change to Google’s query processing algorithm. It was announced 6 years after Hummingbird, in 2019.

BERT is primarily Google’s effort to understand longer, more conversational queries.

To better understand BERT, watch this quick video from Google:

​​https://www.youtube.com/watch?v=2lR8Fzays4I

In it Google explains the struggles the machine is facing when it is trying to understand a simple query. For example, if a recipe instruction was to mix the batter with the banana, you wouldn’t naturally think to use the banana as a mixing device:

But what’s obvious to humans isn’t really easy to understand to a machine. BERT is the combination of machine-learning algorithms helping Google understand human language in order to return relevant results.

Simply put, BERT is Google’s query processing algorithm helping Google understand and process queries like human beings would.

Conversational Search as a Whole

With both of those updates, Google could now respond in a more conversational way when it came to searches. In other words, it could search for what best answered a question, instead of just focusing on keywords. 

As mobile was becoming more and more important, people were searching more by literally asking questions and speaking to their phones. So Google started answering those questions in a more natural way.

Search for things like “Tell me about Impressionist artists’ and get a plethora of information at your fingertips, especially if you are making the search on a mobile phone.

So what does this mean for your SEO strategy?

On a higher level, this means one important thing: There’s no need to stress about exact-match keywords any more and that is true for all major tasks:

• Brand naming
• Content
• Backlinks

Brand naming: Don’t invest into keywords

The days when keyword-focused domains gave you a huge organic competitive advantage are not so distant: People are ready to invest huge money into a domain name just because it contains its target keyword.

Focus on branding. Think how easy that domain might be to remember and type into the address bar. Consider if it’s unique and original enough. Namify can help you find a cool domain name for as low as $2, and that domain name is sure to trigger niche associations for Google and your customers to easily classify you as a brand:

Additionally, when building your website, make sure to follow the recent performance and rendering standards.

Content optimisation: explore “things” behind the “strings”

While keyword research is still important for you to understand searching patterns and what people tend to struggle with, the actual optimization process is a bit different these days:

• No need to repeat the same keyword lots of times within your content
• Focus on depth and diversity of your content because that’s what Google will be looking at

Text Optimizer lets you explore “things” behind query strings allowing you to discover concepts and entities that make your page match user intent and better cover the topic:

Text Optimizer also shows popular questions on any topic.

Surveying your audience and social media following is another way to uncover important questions to address in your content.

Setting up a FAQ section on your site to cover niche questions is a good idea. You can also set up a course to address questions in more detail there and attract leads. There are quite a few platforms allowing you to create a course easily.It is also important to create diverse content, including visualizations, videos and even slideshows. Given how diverse Google’s SERPs are, you need to produce different formats of content to ensure your brand’s organic search visibility.

Backlinks: Avoid exact-match anchor text

ow that Google has a much deeper understanding of a natural language and context, forcing exact-match text into your link building strategy can do more harm than good (easier for Google to label you as a backlink spammer).

SE Ranking backlink tool is a great way to analyze your site’s backlink profile and identify if it is natural and diverse enough.

When planning your outreach or linkable assets, anchor text should no longer be part of your strategy.

If you have a website, and want to attract traffic to it and you are interested in performance based SEO, you need to focus on answering important questions, and not simply including keywords that people can search for. This makes web quality more important than ever. The more your website has quality information, and answers to questions that people may be interested in, the better it is for you.

Additionally, coming up with alternative traffic sources (which wouldn’t rely on Google) is still a great idea. Start a newsletter or create a social media strategy – both of these tactics will help you make the most of your organic traffic by giving you ways to bring those visitors back to your site.

Overall, Google’s query processing algorithms make low-quality SEO efforts even less effective and time-wasting. Creating high-quality content is what works, in the long run, regardless of how Google really interprets those search queries.

The post Google’s query processing algorithms and what they mean for your SEO strategy appeared first on MintTwist.

As we see more candid content on our timelines, is it time you start reaping the benefits of making your audiences laugh?

Unsurprisingly, more than half of us want to see marketing content that makes us laugh. Who doesn’t love a good chuckle? It brightens our days, adds variety to our feeds and allows brands the option to drop the veil and humanise their content.

Now, most brands aren’t strangers to having a joke with their audience. Every year, thousands of marketing teams embrace their funny bone for April Fool’s Day. It’s a great reminder that a social media content strategy isn’t always just about the metrics. It’s also about making those all-important connections with your consumers – so why limit this to one single day in the spring?

In this article, we will take a look at some of the who, what, why and how’s of using humour on social media to help you decide if it could be right for you.

Why does humour work well on social?

Relatability and memorability

Relatability means greater impact. Using this idea to joke about shared or common experiences makes consumers feel connected to each other and, more importantly, your brand. This can include offering your product as a solution to a common problem or simply using shared experience to allow your audience to bond with the real people who are at the heart of your business.

Additionally, this makes your brand memorable. We all remember the things that make us laugh, like a funny story among friends or your favourite quote from The Office, the memory of comedy can be timeless. Linking a lasting impression from your content to positive emotions like laughter is sure to promote customer engagement long after the content was first shared.

Sharing is caring

If you are considering implementing some jesting into your marketing, it doesn’t need to be limited to social. However, offering likes, comments, retweets, and shares to push your content onward, social media platforms offer a goldmine of impressions.

Here the above relatability factor comes into play. Land a joke successfully and followers will hit those important share buttons. Soon your content can be pushed to a further audience with no further direct effort on your part.

Why people use social media

But why are we even on social media? What keeps us scrolling? A 2021 study into our motives found that our search to find funny or entertaining content is second only to our need to stay up to date with current events/news.

If you still aren’t convinced, the study reports that researching products to buy is much less important to our social media driving factors. This means, that by creating humour focused content, a brand is much more likely to catch the eye of their consumer and you’ll find your content is perhaps, just what they were scrolling for!

Introducing humour

Who does it well?

Every brand is different, and so is its audience. This means your approach to comedy needs to be tailored to your audience just as much as it is to your goals. With a variety of humour types at your disposal, here are some brands we think have hit the nail on the head.

1. RyanAir

The budget airline is a prime example of how utilising comedy within your content can drive metric growth. Ryanair’s approach is simple yet effective and has enabled the brand to accumulate more than 1.6 million followers on its official TikTok account as of March 2022.

Their consistent and reliable approach uses repurposed and original meme content, trending sounds, and adding personality to images of their planes using the superimposed face filter.

Throughout this, the brand shows awareness but also acceptance of the status, stereotypes and public opinion of the brand to use to their advantage within their jokes. All the while, they ensure an underlying tone of the core selling point, affordable flights across Europe, without being too forceful in pushing their services.

2. Innocent  

Probably one of the more well-known brands for comedy content. Innocent’s social media presence is light, funny, and entertaining, across every social platform in a variety of formats. The team lead with their personality rather than product, making brilliant use of trends and often poking fun at their management.

An excellent example of this can be seen on April Fool’s Day 2022. Whilst maintaining the Innocent tone of voice, the brand uses team-centric comedy to promote their work-life in a positive light. Although the content does highlight an error made by the team, the humour involved is light-hearted and of a supportive nature, which in turn promotes that aforementioned relatability for the brand.

Although the post does feature imagery of the product, there is no direct mention or sales angle to the content itself. Choices such as this serve to keep their brand name on users’ feeds with regular content while allowing for variety.

3. Netflix

The Netflix team is hot on their trending memes and are experts in making their thousands of entertaining shows and films fit. Not only are memes easy and quick to create, but Netflix uses already existing meme templates or language to lock into an existing trend and consistently appear as a brand that is listening, relevant, quick-witted and offering something refreshing as a brand.

But why does the use of memes work so well for promoting their service? It’s simple. By using imagery and always relating the content of the meme to the latest trending show on the platform, the meme works on three levels. The first is the overall relatability of the meme’s focus, the second provides an ‘inside joke’ feel to those who have already viewed the show. The third is aimed at those who are yet to join the platform or watch such shows or films, who feel a sense of invitation to sign up and watch to be let in on the joke at hand.

With memes being shared frequently on social media, including pages solely dedicated to this crowd-favourite content type, there’s a whole world of content for you to choose and mould to your needs.

What are the risks?

Consuming comedic content can be easier than creating it. As with everything we see online, it also involves an element of risk. Humour, as with all things is subject to preference and your joke may not always land. On a public social media page, this can do a lot more damage than just a bad dad joke said around the Christmas table.

Herein lies the risk, and perhaps a community management apocalypse. Telling the wrong joke or one that falls flat could convince followers that your brand is not nearly as relevant or relatable as you were working to be, or worse. Even without the intention to cause upset and create that negative social sentiment, some topics can cause serious offence and may make your brand can seem ignorant or even cruel.

Unfortunately, the wide variety of choices available for comedy content makes it difficult to determine what will and won’t be a success, and what works for one brand may not work for another. If you are yet to identify your target audience, what they want and how they respond to this type of content, it may be best to give humour the back seat for now.

Key takeaways:

• Humour in social media is not for everyone so think carefully about if this is right for your brand before you change your strategy.
• Think outside your product. Content, especially of this nature, need not solely focus on the ‘hard sell’. Use this opportunity to really show the audience who you are and what your brand is about.
• Never push past what is appropriate. If a topic feels like a risk, it most likely will be and therefore will likely cause more harm than good.  
• Make the most of trends – let your audience tell you what they will like. Memes, emojis, gifs, sounds and more are all easily adaptable to your brand, whilst ensuring your content is relevant and set up for success.

Most importantly, have fun! Content creation and experimenting with new ideas should be exciting, especially when some good humour is involved.

The post Creating likes from laughs—including humour in your social media strategy appeared first on MintTwist.

Often one of the first hurdles that a budding company faces is figuring out where to start. Brand awareness doesn’t come from putting your efforts into one single area: it requires a well-designed strategy that’s consistent with your goals and employs various tactics.

This blog will discuss some of the most effective ways of boosting brand awareness using a website and explain in greater detail why it’s so important.

What is brand awareness and why is it important?

Brand awareness is the extent to which consumers are familiar with your products or services. Consider some of the world’s most well-known companies, such as Google, Apple, and McDonald’s. Consumers immediately recognise which industries they work in, what services they provide, and what they can expect from them.

As we can see, these brands have developed a strong trust with their customers, and this means those customers spend less time decision-making as they know exactly what they’re getting. In fact, 89% of marketers say brand awareness is the most important goal. Once a customer has formed a connection with your brand, they are more likely to make repeat purchases with little to no thought, bridging the trust and loyalty gap.

How will you grow as a business if nobody knows who you are? Your product and services could be amazing, but that won’t help you much if people awaren’t aware that they exist. Getting your name out there will embed you within your industry and position you as a credible brand that’s consistently investable.

Why your website is the best starting point

There are various tactics that can raise brand awareness, but many of them will revolve around your website. Today, having a strong online presence is absolutely mission-critical: after all, it’s very likely that most (perhaps almost all) of your customers will find you through online searches or references.

Almost all brand engagement ultimately leads to your website. Your social media accounts will link to your site, you can encourage site visits during face-to-face meetings, and people will often search for your brand name online if they see it anywhere else. Due to this, you must remember one key truth: that your website provides your first meaningful impression.

A visitor may have heard of your brand before, but it’s only when they arrive that they get to hear directly from you. Your website is the core digital representation of your brand, setting out who you are, what you do, and why your business has what the visitor needs — and if you neglect it, you’ll inevitably struggle to get people invested in you.

How to improve brand awareness through your website

Strong brand awareness is the result of multiple simultaneous efforts that extend beyond simply trying to get paying customers. You’re playing the long game in building your name, so even if something doesn’t drive conversions immediately, it can still prove a big moneyspinner in the coming years. Here are three key tactics to deploy:

Cultivate a compelling blog

Content marketing has become one of the most important tools in the marketing world. Blogging specially provides great leverage for companies across all industries as it’s a chance to get creative, develop a brand voice, and reach your target audience — three important contributors to increased brand awareness.

Whether users find your content organically or return as loyal readers, adding a blog page to your website makes it more engaging. A big reason why blogging is crucial for startups is that it allows them to quickly establish themselves as thought leaders in their fields. Once that expertise starts being acknowledged, brand awareness rises. Additionally, keyword research tools such as Ubersuggest can help you improve each blog post’s ranking by including search terms that your target audience is using.

Ensure message match

Creating ads that show off what your brand is about (featuring memorable elements such as captivating slogans) can really help you get prospective customers to notice you. This is why there’s so much value in running a highly-targeted campaign through a professional PPC agency: even if someone doesn’t click through the first time they spot your ad, it’ll leave an impression on them that’ll help to introduce your brand as something notable.

But what about when someone does click on your ad? You’ve put the time, effort and financial investment into getting their attention, so you need to use that attention — yet this is an area in which many companies fall short. This is because they don’t understand the concept of message match. In short, what they find on your website should match what the ad led them to expect. If you talk about a discount in the ad, you need to present it above the fold on the landing page, using concise and engaging copy to give your audience a snapshot view of who you are and what you’re offering.

Create high-value shareable content

Brand awareness takes time to nurture but your efforts are sure to pay off. Think about what you’re offering when someone lands on your site and what you can do to capture their attention. For example, ebooks, whitepapers, or even basic infographics can provide significant value, and providing such resources will make you more memorable.

Infographics are particularly worth using because they’re relatively easy to create. If you choose a suitable online tool (such as Canva’s free infographics maker), you can quickly make a high-quality infographic to share fun facts, show data, or give helpful tips. So long as you have your brand name and logo attached to the graphic, it can be shared far and wide and increase brand awareness.

Brand awareness is a powerful idea that can have a significant impact on your marketing activities as well as consumer perception and revenue. Give these top tips a go and you’ll earn a loyal audience that identifies your brand among competitors, buys your items again and again, and tells their friends and family to do the same. Also, MintTwist has been recognised as one of the top web design companies in london by DesignRush!

The post How to boost brand awareness with an engaging site appeared first on MintTwist.

Yet, shockingly, some companies still see it as a job to pass off – and leave full control – to someone with no marketing experience! Throughout this article, we’ll discuss what opportunities you could be missing out on with this approach and why working with a social media agency could help you level up your social presence, no matter the size of your business.

A team of talented individuals

Social media management takes an abundance of skills to do properly. Large scale teams may include a variety of:

• Copywriters
• Graphic designers
• Photographers
• Videographers
• Content creators
• Social strategists
• Data analysts
• Community managers
• Brand managers
• Influencer managers
• Paid social specialists 
• Social commerce experts
• Along with social media & marketing managers

That’s a lot of roles to put on an intern!

Investing in a social media agency over an individual better allocates your cash by incorporating multiple talents at the right level, instead of relying on just 1 person to have ALL the skills mentioned above. Agencies will work closely with your team to understand your brand, your goals, and your desires on social. From here, they’ll build a bespoke plan to make sure you’re getting exactly what you need from them to reach your goals. And if this needs to shift month-to-month, it can! Minimise the risk from an exceptionally fast-changing industry.

What’s more, the team are used to working seamlessly together. Looping all efforts in a streamlined process with you in the centre.

Save time

Whether you’re passing social management to an intern or struggling to keep your posting frequency consistent, one of the most common issues for small to medium businesses is that you and your team simply don’t have the time to manage it. 

Working with a social media agency can be far more cost-effective than hiring a full-time resource and you can rest in the knowledge that they know what they’re doing with years of experience across multiple clients, industries, and social platforms. It’s what they do day in and day out. Now utilising their skills for you too so you can focus your time elsewhere.

Stay up to date on social trends and changes

The social realm changes on a daily basis. Are you keeping up? 

In addition to trending content itself changing by the hour, in terms of stories, sounds, and challenges, social platforms are making changes to their feeds, content options, and algorithms constantly.

If you don’t already know about the infamous NFTs now making their way onto Instagram, sharing your services and creating proposals directly through LinkedIn, and the details of the Elon Musk takeover of Twitter, the chances are that you’re already missing opportunities.

By working with a social media agency, you have a team of social experts at your fingertips who are reading through hundreds of updates every single month. They do the leg work and update you on the ones that will matter for you and your business, offering recommendations of how best to implement them to your strategy. And then, they’ll do it for you! 

Many heads are better than one

Most will know that to do well in social media, you need some great creativity. Many heads are better than one not only for their specific skills base, but their ideas too.

At MintTwist, benefit from creative brainstorms with the wider team to craft hilarious, innovative, engaging content, campaign, and partnership opportunities.

Access to leading social tools

There are countless tools out there which can aid your social game. But, they come at a cost. 

What may not be feasible for you to invest in independently can become available through an agency. Below is a list of the types of tools and use cases you could benefit from.

Social scheduling tools 

Save time by scheduling your content in bulk with recommended optimal post times, giving your content the best chances of reaching more users and pushing your engagement levels up.

What’s more, MintTwist’s tools allow strict workflow approvals meaning nothing will get published without your final go ahead. Eradicate the risk of mistakes.

Performance analytics

If you’re on social, you probably look at your analytics pages at least from time to time. Social tools allow you to look at everything from one place, so no more hopping between apps on your phone or desktop.

Plus, custom reporting allows you to view data on a much more granular level. Have complete transparency on the formats, topics, imagery and more which are performing best per channel to influence your future content planning.

Central community management feed

Today, 64% of people would rather message than call a business. So, an effective community management system is essential. Pull together your DMs, comments, ad comments, reshares, and mentions from every platform into one inbox stream for a streamlined response system.  Even connect your Shopify account to pull up order details for users messaging for updates!

Social listening 

Social media isn’t just about talking, it’s about listening too.

Tap into what your customers and target audience are talking about. What do they care about? What do they engage with? How can you solve a problem they’re having or relate to something they feel passionately about to form a stronger connection?

Social listening allows you to tap into relevant conversations and discover these insights. Take a birds-eye view of the industry or narrow it down to answer a very specific hypothesis. Such as in the example above, what hot chocolate flavour combinations are the most discussed and prefered?

However, we’re all aware that data is a highly valuable commodity. And that’s no different when it comes to social data. Leading social listening tools can be a significant investment for businesses and even then you’ll need a skilled data analyst to make sufficient use of the tool. From writing boolean queries, knowing the limitations of each channel you’re researching, optimising your data, and designing bespoke dashboards, such tools offer huge capacity and opportunity, but only if you know how to use them.

Social media agencies use such tools at scale, meaning you can benefit from their economies of scale and have a social listening expert or experts working on your account. Who wouldn’t want to pay less for the same result, right?

Audience insights

Furthermore, social listening can additionally uncover deep insights into your audience segments. Grasp a solid understanding of their personality traits, online usage, buying mindset and much more, to influence not only your social strategy but your entire business strategy too. 

Competitor analysis

Lastly, stay on top of your competitor’s efforts. See what’s working for them vs what’s working for you. Perhaps there are certain learnings you can take to test and input into your own strategy? Or, you may merely want to benchmark against the industry to have a better understanding of your own metrics.

How does social media link to your wider business efforts?

Finally, your social media managers should not be considered completely separate from all other teams. There are many ways to incorporate them to ultimately lead you to greater efficiency, improved outputs, and reach your wider business goals.

Utilise content across your marketing teams

Be it a blog, webinar, or social post, content creation takes time. Your social team create vast quantities of content every month. Why not take some of their ideas or adapt creatives to fit other channels?

Throughout the planning stages of the monthly content calendar, MintTwist highlights areas which could work well in other formats. Working in a digital agency means in addition to being social experts we also have solid skills and experience across other digital services and how they can flow together for an integrated marketing approach.

Amplify your business efforts with social

Have hard-working PR teams? Connect them with your social team.

PR teams have the stories and messaging and your social team can help adjust and amplify it across your owned profiles in the most strategic approach.

Our social team are used to working seamlessly with clients’ PR teams, be it internal or external, as well as other design, customer service and other teams.

Utilise social insights across teams

Lastly, the data your social team is using can be shared to provide almost all of your team better insight into your business and your audience. Consistently improve your strategies across the board through greater collaboration.

Conclusion

To summarise, managing a business’s social media presence strategically and creatively requires a vast amount of skill and resources. Working with a social media agency can aid your business in a multitude of ways, but we see the greatest benefits as:

Small businesses: Save time and never miss a post again. Our social experts can take care of everything, leaving you and your team free to get on with your main responsibilities.

Medium businesses: Benefit from multiple talents at the right quantity for you. Mitigate the risk of investing heavily in one area and missing opportunities elsewhere with a flexible plan to make use of designers/data analysis/strategists etc. when and how you need them. Level up your content with deeper data and analysis through our scheduling and analytics tools to see what’s really working for you.

Large businesses: Take advantage of economies of scale and access to leading social and research tools to take not only your social game further, but benefit all other teams in your business too. And, be blown away by creative content, campaigns, and partnerships concepts from a full team of creatives and marketing strategists.

Have we convinced you? Get in touch to see how our social media management and PPC team could help you.

The post Why work with a social media agency? appeared first on MintTwist.

There are so many different, conflicting opinions about content marketing out there. Everyone has a different opinion and it can leave you wondering which strategy is best for your brand. Unlike recruiting or building a product, there aren’t hard and fast rules or guidelines when building a content marketing strategy.

However, having one is often not enough. What it takes is having the right kind of strategy for the right kind of goal you have set up for your business.

Let’s look at some ideas for making your content marketing strategy work for you.

Get Some Clarity

Most companies want their content marketing to drive sales or conversions. However, the best content marketing strategies don’t start there. They start with the top of the funnel (TOFU) and work their way down.

A TOFU strategy is most effective when your company is new or you are introducing a new product or service. The goal is to build brand awareness, so people recognize you and your company when they are ready to buy a product or service like yours.

The most common type of middle-of-the-funnel (MOFU) content is a blog post or an article that gives someone useful information or advice related to a topic your target audience cares about. Think about the questions people ask about your area of expertise and write articles that give them answers.

Your bottom-of-the-funnel (BOFU) content should focus on making sales and conversions. This is the time to become very direct in what you tell your readers, viewers, and listeners.

Every piece of content you create should have a clear objective in mind. Do you want to generate leads, create brand awareness, or make a sale?

One way to do this is by creating content for different areas of the funnel —TOFU for brand awareness and BOFU for leads and sales.

You can also segment your ideal customers into personas. Create different content for each persona depending on where they are in the buyer’s journey.

Creating content without a purpose is a surefire way to waste time and money on content that doesn’t help your business grow.

To start building your content strategy, answer these questions:

• What problem does your target customer have? How can you solve it with your content?
• What stage of the buyer’s journey is your target customer at?
• What types of content do they enjoy consuming?

Measure And Optimize, All The Way

How can you tell if your content marketing strategy is working?

The best way is to measure your content marketing success against your objectives. What were you hoping to achieve? For example, did you want more traffic to your website, or to build awareness of a new product or service?

If you need help with your measurements and metrics, here are some key ones:

• Time spent creating content vs. output (in terms of leads, revenue, etc.)
• Overheads of producing the content (e.g., salaries of writers) vs. output (again, in terms of leads and revenue)
• Number of posts compared with the number of leads generated
• Cost per lead — divide marketing costs by the number of leads generated to get this figure

Content marketing is a long-term strategy — it’s not just about making sales today. It’s about building your brand, establishing authority, and providing value to your customers.

When you’re setting goals for your content marketing, remember that you’re trying to create an ongoing relationship with a customer. You want them to keep coming back for more information and advice from you. That may take several interactions — so don’t expect a single blog post or infographic to get people calling you tomorrow.

Content marketing can pay off in two ways: You can either optimize for lower overheads (fewer staff hours spent creating content), or for higher output (more leads, more conversions).

By lowering overheads you will be able to produce more content with the same budget. And that’s especially important if your margins are already tight and you can’t afford to increase your budget.

If you have a budget to spare, optimize for greater output as well. The way to do this is to test different platforms and pieces of content. You could use a tool like BuzzSumo to see where similar content has performed best in the past.

Let’s say that you want to lower overheads.

You can do so by choosing the following:

Use a paid tool to do the heavy lifting — Yes, I know that Google Analytics is free, but it takes a lot of work to understand it fully. Paid tools like KISSmetrics and Mixpanel are easier to use and usually offer more data than Google Analytics.

Outsource your content production — while you may be an industry expert, you may not always be the best writer. Professional content writing services can help flesh out your content ideas into engaging content that delivers results. .

Know Your Content’s Place

As you create your content marketing strategy, you should know that each piece of content has a place in the customer journey.

Some articles are meant to introduce consumers to your brand; others are designed to convert them into email subscribers or paying customers.

Before you create any content, identify where it will fit in the process, then make sure the piece actually helps move your audience along.

As you create content, it’s important to know how it connects with the rest of your site.

For example, if you are an eCommerce store selling skin products, and your marketing plan should be about communicating the benefits of sunscreen. Your landing page should be your sunscreen listing page (or particular product), not a generic product listing page.

You also need to consider how different pieces of content interrelate.

When one article leads into another, or when one article is written as a follow-up to another, the two pieces must seamlessly continue each other’s storylines and use similar tones and messages.

In terms of keyword research and SEO optimization, remember that you may want to break out individual articles into separate blog posts or web pages. This allows you to target different keywords with different posts and focus on specific topics with more depth than would be possible on one page.

Repurposing Is The Key

The goal of content marketing is not just to build a brand. It’s also to get potential customers excited enough to become paying customers. 

To do that, you need to speak their language. You need to address their issues and challenges with highly specific content that they can relate to.

To that end, a solid content marketing strategy should go beyond just your blog. While it’s a great place to start, there are plenty of other ways to create valuable content that your customers will enjoy — and share.

One way to reduce overheads and increase ROI is by repurposing your content into multiple formats — ebooks, blogs, Instagram posts, and so on. For example, an ebook could be split into a series of blog posts, or recorded in an interview format for a podcast or webinar.

That’s the theory anyway. The practice can be more challenging. It takes time and effort to create high-quality content in the first place — even more so when you want that same content tailored for different formats and platforms. 

But cleverly repackaging your existing content is an effective way of creating new assets without spending extra money on creating something completely new.

Track, Fix, And Repeat

Content marketing is a long-term strategy. It’s not just about creating a blog or eBook, sharing it, and hoping it does well. You need to be constantly monitoring and analyzing the results.

Figure out your goals for each piece of content you create. Are you trying to boost organic traffic? Social shares? Lead generation? Nail down what you want the content to do, then identify key performance indicators (KPIs) that will help measure whether or not it’s achieving those goals.

Track these KPIs carefully over time using analytics tools like Google Analytics and social media dashboards. Create an editorial calendar that includes important data points on traffic, engagement, conversions, and so on. These are things you’ll want to review regularly to see what is resonating with your audience and what isn’t.

Once you’ve collected this data, identify the factors that have contributed most to the success or failure of each project, and use that information to inform future projects. If one type of format seems to outperform others consistently, ramp up your efforts in that area. If one month of content performed particularly poorly, look for opportunities for improvement in your process.

The post How to make your content marketing strategy work for you appeared first on MintTwist.

From wide-ranging legislations such as the GDPR (General Data Protection Regulation) in Europe, the CCPA (California Consumer Privacy Act) or China’s recent PIPL (Personal Information Protection Law), to Apple’s controversial iOS 14 update and Google’s doubling down of removing third-party cookies.

Restrictions on digital data practices are being introduced by both government and private entities at an increasingly fast rate.

iOS 14 advertising impact

In the final quarter of 2020, Apple introduced an industry-changing feature, as part of its iOS 14 operating system update, called App Tracking Transparency (ATT). This feature requires user permission for advertisers to track user activity outside the app via IDFA’s (Identifier for Advertisers). The IDFA is a persistent ID commonly used by advertisers to track and target users on iOS devices with personalised advertising and targeted recommendations. Previously, IDFA’s were opt-in by default. Following iOS 14, users must now explicitly grant IDFA permissions, with data suggesting as many as 96% of  iPhone users in the U.S. are choosing to opt-out of cross-application data tracking. Disruption from this has resulted in reported conversion data being delayed by up to 72 hours within the platform, and in some cases, not registering at all.

Organisations with a strong reliance on conversion tracking data, such as Facebook, have audibly condemned the changes citing significant fallout to advertisers and small businesses alike.

Another privacy-preserving feature introduced within iOS 14 was the option for users to disable precise location tracking. If only approximate location sharing is enabled or location services are disabled altogether, then an accurate understanding of the customer journey and precise attribution is harder to build. These restrictions to audience targeting can be slightly mitigated through geotargeting and geofencing – essentially segmenting customers by their proximity to known locations. Broadly speaking, campaign measurement, attribution and media planning have been most heavily affected.

Facebook Conversion API

The iOS 14 privacy update from Apple resulted in unprecedented changes to Facebook’s advertising platform, in particular how conversions are tracked on mobile devices. The data required to track conversion events, optimise ads and retarget users both on and off Facebook’s network is gathered via the ‘Facebook Pixel’. Although a valuable asset, the Facebook Pixel is a browser-side tool – meaning it tracks data through the user’s browser as pixel events. Apple’s transparency feature heavily restricts browser tracking cookies on Apple mobile devices. When considered in combination with the growing presence of in-browser ads and cookie blockers, Apple’s change has significantly reduced data acquisition from this pathway.

The Facebook Conversion API is a server-side tool designed to facilitate personalised advertising while maintaining customer privacy. It tracks web conversion, post-conversion events and page visits, all via the Facebook server.

The Facebook Pixel and Facebook Conversion API have complementary features, meaning they are most effectively used in tandem. Integrating both allows for more accurate total funnel tracking, a better omnichannel understanding of the customer journey and increases the chances of registering a conversion. Facebook also has measures in place to ensure duplicate conversions for the same event are not recorded in a process called ‘deduplication’.

Shifting digital economy in a cookie-less world

Tracking a user’s activity across multiple domains (websites, applications etc.)  is achieved via third-party cookies. Beginning in 2022, Google plans to phase out this type of cookie from its advertising networks and Chrome browser culminating in the complete removal of third-party cookie support by late 2023. These changes, applied in two stages, will most likely be accompanied by some degree of disruption. To minimise this impact, it is important for those of us working in the digital sphere to anticipate how Google will shape its online advertising space.

Google began testing a new set of APIs called ‘The Privacy Sandbox’ in March 2021. In essence, the Sandbox aims to address the privacy concerns of users, while still providing advertisers and business owners with a platform to grow their operations.

In a move away from individual tracking measures (third-party tracking cookies, fingerprinting etc), Google has proposed a new methodology which they have coined the ‘Federated Learning of Cohorts (FLoC). As part of this process, people are clustered based on their browsing patterns and similar interests into anonymized groups or ‘cohorts’. Advertisers can then target these cohorts rather than individuals in a privacy-preserving, ‘safety in numbers’ manner. According to Google’s simulations, FloC can provide ‘at least 95% of the conversions per dollar spent when compared to cookie-based advertising’.

Emphasis on first-party data tracking

Data collected directly by an organisation from an audience is referred to as first-party data. As Google removes support for third-party data sources and further global privacy restrictions are introduced, implementing first-party tracking will become vital. Essentially, this process begins whenever a user visits an online property, with a first-party cookie tracking the user behaviour across related websites and affiliated domains. Any user data consensually submitted also falls into this category.

Our expectation is for more businesses to employ first-party data strategies, with a priority around encouraging consumer registration to websites or services. Many customers will resist novel forms of in-depth data collection. Therefore, minimal data should be requested at first, followed by a progressive profiling strategy to incrementally gather more data as customers continue to engage with the brand.

Google Analytics 4 vs Universal Analytics tracking

Google Analytics 4 (GA4) primarily uses first-party cookies to track data. This contrasts with Universal Analytics (UA) and its reliance on browser cookie data. By leveraging a combination of first-party data, IP-anonymised tracking, advanced machine learning algorithms and statistical modelling techniques, GA4 is privacy-centred by design.

While still compatible with cookie-based strategies, GA4 prioritises the tracking of User IDs. These can be anonymised via Google tag manager into an unidentifiable client ID for each user, yet their behaviour on your site can still be tracked. As a best practice, we recommend setting up a GA4 property to run alongside your primary UA analytics account in order to gain familiarity with the platform before a mandatory shift is needed.

Transparency is key

Cisco’s 2021 Consumer Privacy Survey highlighted increasing customer concerns around data privacy, as well as a lack of confidence in organisations to handle their data ethically and responsibly:

• 76% stated that it was ‘too hard to understand how their data was being used’
• Nearly half of respondents feel they are unable to effectively protect their data
• 32% of respondents have acted in switching companies or providers over their data practices or policies – an increase of 3% from the previous year
• More than 50% of consumers would switch to companies with more transparent data policies

These statistics demonstrate the need for clear communication of user data policies to alleviate concerns and avoid customer churn. A transparent and education-first approach also contributes to a positive brand image and the likelihood of bringing in new customers.

Looking ahead

If 2021 has been characterised by all things ‘privacy’ we don’t believe that 2022 will depart from this trend. Government-led privacy regulation previously has been a multi-year long process. By leveraging their industry dominant platforms, private companies such as Apple and Google now have the means to change online tracking practices in a matter of weeks.

Therefore, our PPC London agency team strongly suggest that resources be invested now in shadowing and forecasting how this new landscape morphs; and, in the interim, we also recommend these practical changes:

• diversification of current ad channels
• exploration of alternative search engines for advertising space
• expansion of paid social media presence on platforms such as Pinterest, Twitter, LinkedIn and Reddit
• investment in creative strategies and performance
• differentiation in a highly saturated advertising landscape with a decreasing reliance on hypertargeting.

In essence – we need to remain knowledgeable about industry privacy trends. Avoid complacency with current website support services and standards, seek out alternative strategies now and embrace the changes that may fundamentally transform the way we work in the future

The post Online privacy: developments and trends appeared first on MintTwist.