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How to Diversify Your Marketing Traffic Sources and Why You Should

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Traffic is the currency of our digital world—the more traffic your website gets, the greater chances you have of making money, building brand connections, and persuading past customers to shop again. However, it’s easy to get stuck in a rut, driving traffic from just a few sources, any of which could dry up and leave you with nothing. 

For example, while organic traffic is critical, relying solely on visitors from search engines like Google is dangerous. “Google is continually updating and refining its search engine algorithms, [so] by investing too heavily in Google, all it takes is one mistake, penalty or algorithm update for your organic traffic to crash,” suggests Brett Bastello, SEO manager of Inseev Interactive, CIO.com.

Like a stock portfolio, you want to diversify your traffic sources so you can drive more traffic, set yourself up for long-term success, and capture as many potential customers and leads as possible. Not everyone is searching online or active on social media—some people may be avid podcast listeners or prefer receiving coupons in the mail. Diversifying allows you to reach all of those potential customers. 

Plus, with a steady stream of traffic that you can rely on, you’re able to be innovative and take risks with your marketing, which the modern consumer demands. 

Look past social media and Google Ads and consider how the following ideas can help you drive more diverse traffic, improving both your online presence and business as a whole.

Invest in Multimedia

Our digital-focused world continues to lean toward multimedia. In fact, 85 percent of U.S. Internet users watched online video content on various devices in 2018 and those numbers are projected to grow, according to Statista.

Not only do people love consuming video, but multimedia content allows you to reach every corner of your audience. With social media, that audience reaches far and wide and their preferences for connecting with your brand varies, which dictates whether they click through to your website or not. 

As you consider investing in multimedia, remember that video is only one of three major elements of multimedia. Create content that reaches everyone within your audience using video, audio, and text:

  • Video includes webinars, tutorials, interviews, and live streams. Invest in video and repurpose the content for your landing pages to drive even more traffic. Optimizely reports that that video content can generate 66 percent more qualified leads per year and a 54 percent increase in brand awareness.
  • Audio includes podcasts, testimonial clips, and audiobooks. If you’re not sure whether audio is important, consider that 69 million Americans listen to audio content on a weekly basis, which is 60 percent of the U.S. population. You don’t even need to start a podcast to take advantage: consider radio and podcast guest spots.
  • Text includes the typical content, like blog posts, white papers, and reports, but also includes surveys, quizzes, infographics, and flowcharts. Blog posts that contain an infographic yield 178 percent more inbound links and 72 percent more views than all other posts, reports Hubspot.

Go Digital with Print

The marketing world has been abuzz with talk of print marketing, both for B2B and B2C, because it still works. Major organizations are creating their own print magazines while small businesses are seeing more and more success with direct mail. 

While 68 percent of consumers report tossing mail from a brand or retailer they’ve never heard of, 76 percent of households discuss mail from brands they’ve shopped with before and 66 percent discuss mail from a brand they’ve never heard of if the category is of interest. 

The key is optimizing these print materials—whether it’s a B2C magazine or B2B return client mailer—for driving web traffic, which is surprisingly easy to do. If print is new to you, use these three ideas from Jason Frueh, founder of MyCreativeShop:

  • Include a shortened URL to a website that uses dynamic elements to personalize the product options based on [customers’] location. Once there, you’re more likely to keep them on the site longer with personalized or interactive content like this. 
  • Include a QR code that takes [customers] to a unique landing page specific to their location, gender, or other demographic that you’re able to identify and segment. Be sure to tag the landing page so you can track traffic appropriately. If this feels so 2005, consider that nearly 10 million households scanned a QR code in 2018.
  • Send birthday mailers with a QR code or link that takes [customers] to your site with an exclusive birthday deal. Just make sure they know there’s a birthday deal on the other side of the click to get entice them to take the action.

Bring Guest Posting into Your Strategy

Guest posting provides a wide range of benefits, including driving brand authority in your niche and industry. Guest posting, when done right, can also drive traffic back to your site, both directly and indirectly. While links to your site are more visible to your audience when placed within guest posts—which can drive traffic—this technique also improves SEO. Boosting your backlink profile, you increase organic traffic, driving traffic over time.

Many notable companies and business leaders have expanded their online presence and traffic metrics from guest posts. 

  • Danny Iny, owner of Firepole Marketing, built a seven-figure business and a monthly pageview reach of 23,000, “one guest post at a time.” (Smart Business Revolution)
  • Leo Widrich, co-founder of the BufferApp, acquired 10,000 new users in just nine months by writing 150 guest posts that were published on major websites in the tech industry space. (Search Engine Watch)
  • Entrepreneur Neil Patel, who used guest posts to scale his business QuickSprout, calls this one of his most “treasured” and “successful” inbound marketing tools. (Neil Patel)

If you already create high-quality, keyword-optimized content, you’re ready to get started with guest posting. To get the rest right, check out this guide, How to Boost Your Backlink Strategy  With Guest Posting.

Don’t Overlook Email

Email marketing is so much more than sending email blasts whenever you have a new product announcement or seasonal sale. In fact, email marketing can be a valuable source of traffic when done right, which means considering every type of email—from content-based emails to event-triggered emails.

For example, GetResponse found that the average open rate for trigger-based emails is 44 percent versus just 20 percent for newsletters. What’s more, the average click-through rate for triggered emails is 10.39 percent, compared to just 2.84 percent for newsletter emails.

The key element: timing and relevance. You can leverage this insight to drive more traffic with trigger-based emails, while also getting more from content-based or product-based emails. Keeping the content seasonally relevant or segmenting messages based on audience demographics, can help you drive more traffic from those emails, allowing you to create a well-rounded email strategy.

Diversify Your Traffic Sources

Don’t rely solely on Google or social media to drive traffic to your website. Diversify your traffic portfolio to ensure that you enjoy a steady stream of traffic, no matter what happens with one platform or another. Don’t forget that you can repurpose content to stay active within all of these channels—spending less time and money to achieve the same results. In the end, you’ll enjoy greater peace of mind as you test new trends and innovative ideas.

PPChero.com

HOWTO'S

How To Enable Dark Mode For YouTube, In App & Online

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If you’re looking to enable dark mode in YouTube, we’ve got just the guide for you. And, as with many of our how-to guides, that’s regardless of where you’re looking to make that change. Whether on the web or in the app. With or without the latest, greatest phone model.

Here’s how to turn on YouTube dark mode on the web

Of course, the world of mobile OS has already seen the introduction of a dark mode in YouTube and we’ll discuss how to enable that later on. But not every YouTube user has access to the service via mobile. And, equally importantly, not every user only accesses YouTube on their Android or iOS device either. Sometimes, the web service is still needed.

For those reasons, we’re starting this guide with a rundown of how to enable dark mode for YouTube on the web. And that’s a fairly easy process too if you know where to look.

…if you’re signed in to your account on YouTube

  1. Navigate to the YouTube.com website
  2. Click or tap — for users on touchscreen gadgets — on your profile image
  3. Within the resulting overflow menu — at the top in our sample images, although Google can and often does rearrange UI elements — look for an “Appearance” option. YouTube accompanies that with a descriptor for the current setting. So if “Appearance is set to follow the device theme, for instance, it will read “Appearance: Device theme” instead of just “Appearance”
  4. Select the “Appearance” option
  5. If your device already uses a dark theme, then select the “Use device theme” option from the drop-down list. The theme should automatically change to dark to match your theming preferences at the system level. You may also choose to select “Dark theme” if you don’t want the YouTube theme to change alongside your device theme

…if you’re accessing YouTube without signing in

  1. Navigate to the YouTube.com website
  2. Click or tap — for users on touchscreen gadgets — on the three-vertical-dots icon located at the top-right-hand side of the UI. As shown in our images below
  3. Within the resulting overflow menu — at the top in our sample images, although Google can and often does rearrange UI elements — look for an option that reads “Appearance.” YouTube accompanies that with a descriptor for the current setting. So if “Appearance is set to follow the device theme, for instance, it will read “Appearance: Device theme” instead of just “Appearance”
  4. Select the “Appearance” option
  5. If your device already uses a dark theme, then select the “Use device theme” option from the drop-down list. The theme should automatically change to dark to match your theming preferences at the system level. You may also choose to select “Dark theme” if you don’t want the YouTube theme to change alongside your device theme

Here’s how to enable dark mode in the app

Changing to dark mode in the app will be a similar set of steps.

  1. Open YouTube
  2. Tap on your profile image in the top-right-hand corner to open the overflow menu
  3. Tap on the “Settings” option, located near the bottom of the resulting menu
  4. In Settings, select “General” from the list. It should be located near the top of the Settings menu
  5. Near the top of the General Settings page, an option appears labeled “Appearance.” Select that option
  6. If you’re using a system-wide dark theme, and you want YouTube to follow your system-level theme “Use device theme” should be selected
  7. If you don’t want YouTube to follow your system-wide theme but do want a dark-themed YouTube experience, then select the “Dark theme” option
  8. Conversely, if you want a light theme, select “Light theme”

To change back to a different theme

Now, going back to the Light theme is easy but how you do that will depend on how you’ve set the dark theme. If, for example, you’ve set the entire system theme to dark and want to keep it that way, you’ll need to follow the appropriate steps above to get to the theme selection setting. Then you’ll need to switch manually to the “Light theme” option.

Conversely, if you want to change your system theme to light and already have that set to follow the system setting, simply change that setting to a light theme and YouTube will follow suit.

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HOWTO'S

Editing with Style: Tips on Giving Actionable Writing Feedback

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Editing with Style: Tips on Giving Actionable Writing Feedback

Feedback can be such a delicate process. We are all human, and writers can be sensitive about their work. This is especially true in cases involving manuscript editing where how you provide feedback can be directly related to whether or not your customers return.

The fine art of feedback is being able to provide feedback that is not only useful but also demonstrates a sense of compassion and empathy:

  • It can help build strong, supportive relationships.

  • It can clearly demonstrate what is working well, as well as what is not.

  • It can stir a desire within the writer to continuously improve.

It is important to keep in mind that the writer/editor relationship is strongest when it is built on mutual respect. When feedback is requested, it is a way of saying, “I respect your opinion, and I need your help.”

The following rules apply when giving feedback:

  • Exchanges should be polite but also direct.

  • Even the finest writing will require changes.

  • Communication should be frequent, but not so frequent that it is annoying.

  • Writer/editor relationships aren’t always a party. Be mutually respectful because the relationship should be mutually beneficial.

Communication Is Critical

No one can argue that the “track changes” feature and the use of “comments” within a document are wonderful technical enhancements when it comes to feedback, but just as often, they are also very prone to misinterpretation. The beauty of such tools is their ease of use in sharing suggestions, asking questions, and tracking revisions.

However, communication outside the document is perhaps even more important than the revisions within the document. How we offer feedback, whether verbally or technically, can have a direct impact on the writer/editor relationship as well as having a less-than-favorable impact on the reader’s experience.

We all have feelings, and we can all be especially sensitive when we receive feedback, so your feedback should be provided carefully and with empathy.

Understand the Writer’s Expectations

Be proactive in trying to understand what the writer expects of your feedback. Engage the writer in a conversation before the feedback process in order to:

  • Assure the writer that you have their interests in mind.

  • Clarify that your role is to represent “the reader.”

  • State clearly that your intentions are not to simply critique the content.

 

It can also be useful to provide feedback in stages. For example, “First, I’ll review the structure. Then, I’ll suggest revisions to the wording.”

Have a Clear Process

Remember, having a strong writer/editor relationship, and a clear process can eliminate the need to track formatting, style errors, and large structural modifications that have been discussed in prior projects. This eliminates having to send the writer a document that is loaded with edits, comments, and red text.

It should be emphasized that when you include a reason or explanation for your changes, it can contribute tremendously towards building that desired trust and rapport with your clients. Adding the “why” to your feedback can demonstrate that “you have your client’s back” and can be a huge factor in future business.

You don’t want your client to think you are making revisions just for the sake of making revisions

Keep the Lines Open

One key benefit of being able to provide feedback is how it affords you the opportunity to keep talking with your writer. This is where the “human touch” applies. Remember to point out to your writer what they have done exceptionally well and use this as an opportunity to remind them of earlier discussions.

Most importantly, the feedback process should always be focused on the experience of the reader. Never lose focus on your target audience.

Feedback delivered right can be a great tool for editors looking to build stronger relationships with their clients. Like with anything else, kindness goes a long way, and it might just be the defining factor that differentiates you from other competitors in the market.

Read full article on our webpage.

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Google Search Console Notice: Google Chrome To Help Users Automate Changing Passwords Using The Assistant

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Google Chrome To Help Users Automate Changing Passwords Using The Assistant

Google is emailing through Google Search Console about a new Google Assistant feature that will offer users the ability to automatically change their passwords to login to your website in Google Chrome. The Chrome feature, I think is several months old, but the notice from Google Search Console, I think, is new.

J.J. James Patterson sent me a screenshot of this notice on Twitter that reads “New Google Assistant feature will go live on [domain here] in two weeks.” Then it says, “in two weeks, Google Chrome will begin to offer some users the ability to automate changing their password on your website using Google Assistant. When this feature is enabled, Google Assistant can perform the following actions on behalf of the user:”

  • Google Assistant automatically logs the user in with the right credentials and navigates to the account settings page on your website. If the credentials saved in Chrome are outdated, the Google Assistant can help the user reset their password for supported sites.
  • The user chooses either to use a password generated by Chrome or to create their own password.
  • Google Assistant helps the user submit the changed password on your website.

Google said this feature is “powered by Duplex on the Web.” Google said you can disable this feature on your site in Google Search Console.

Here is a screen shot of this email:

The link to the duplex on the web in the email J.J. received goes to this Google help document that says Duplex on the Web for Search Console “feature is only available if your site is eligible, and you have been contacted about participating.” If you are eligible, clicking here you can enable it in Search Console.

The help document has this all under the automated password change section that says:

Enable Duplex on the Web to automate changing site passwords using Google Assistant. Within Chrome on Android, users will have the option to use Google Assistant to automate the process of changing their password on your site. You can see a demo of the feature recorded at the Google I/O conference.

Here is the video demo:

This has been popping up for me on Chrome a lot over the past few days:

Are these related?

Forum discussion at Twitter.

Source

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