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7 Ways To Use Email To Boost Organic Traffic

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7 Ways To Use Email To Boost Organic Traffic

It’s the bread and butter of your career, but possibly also the bane of your existence.

Calling to targets like a siren’s song, whether they’re in the office down the hall or on a beach vacation across the world, it’s nearly inescapable. And, the modern world couldn’t function without it.

Of course, we’re talking about email marketing.

Typically a softer sell than other types of marketing, it offers incredible ROI, returning on average $36 for every dollar spent.

But, what is it exactly?

According to Wikipedia, email marketing is “the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.”

For digital marketers, this means primarily one thing: directing recipients to a website, either for more information, to make a purchase, or to perform some other action.

In other words, traffic is the name of the game.

But, can you really use email marketing to boost your organic traffic? Of course!

A key part of search engine optimization (SEO) is off-page factors, including social media shares and backlinks.

High-quality traffic will also affect how your site is ranked by Google and other search engines.

And, one way to encourage all of these is through effective email marketing.

So, let’s look at the $10,000 question: HOW do you use email marketing to drive traffic?

Here are seven ways you can increase visits to your website:

1. Target With Accuracy

Bounce rate – it’s a dirty word in online marketing.

And while there is such a thing as email bounce rate (that is, emails that were returned by the recipient’s server), what really matters to digital marketers is website bounce rate, i.e., the percentage of visitors who leave your site without taking action.

This is where email marketing can really shine. Whether you’ve bought your list or compiled it on your own, you should be equipped with some basic information about your audience, which will allow you to run highly targeted campaigns.

To improve traffic, your email campaign should go to people who are genuinely interested in your content, whether because they’ve expressed some interest in the past or your content can help solve a current pain point.

These types of visitors are likely to spend a longer time on your website, which signals to search engines that your website is a good resource. Google will recognize your site’s authority and increase your ranking accordingly.

2. Understand User Intent

Why are your email targets opening your messages? Because you’re offering them something of value and they see some relevancy in what you’ve sent them. (Or maybe you just write the world’s best subject lines.)

There are three main types of user intent and email marketing can be used for all of them:

  • Navigational – in which a user is trying to get to a certain site, in which case, congratulations, job done.
  • Informational – where a user is looking for information.
  • Transactional – when a user is prepared to buy or take another online action.

If you’re also running your organization’s SEO, you’re probably familiar with this concept.

If not, get with whoever is and ask them for the long-tail keywords or descriptive searches that are driving people to your site.

Then, use these to craft email messaging that will connect with your audience.

By providing content that addresses user needs, you’re weeding out low-quality visitors, enhancing your SEO via an improvement in quality visits.

3. Use Newsletters With Exclusive Content

Once you know what your target audience is looking for, you can create content to address it.

And, regular newsletters with exclusive content are a great way to keep your brand at the top of a consumer’s mind.

Show your audience your brand’s value and establish a reputation as a thought leader in the field by sending out a weekly or monthly email with relevant information.

If you have a company blog, this is a great source you can mine for content that your audience won’t get anywhere else. And by clicking on the “read more” in your newsletter, they’re doing exactly what you want – visiting your website.

4. Integrate Email And Social Media

On their own, both email and social media marketing are useful tools. But when combined, the effectiveness of both grow exponentially.

Use your social media presence to invite followers to subscribe to your email list and vice versa.

This will not only build rapport, but will also let you develop more personalized communications.

Include “Share” tags in your emails so recipients can cross-promote content.

Incentive-based referrals are another effective marketing tool you can use to engage with customers, e.g., “Follow us on Facebook for 10% off” or “Send this link to a friend for an exclusive ebook.”

Sharing email content like this can drive both searches and traffic to your website.

5. Personalize Your Email Content

Which email message do you think is going to get a better response: One with a generic opening like “Dear customer,” or one that says “Jeff, we have a special deal just for you!” (Assuming your name is Jeff, otherwise that would just be weird).

As a marketer, you probably already know: that personalized emails have better open rates and click-throughs – and that’s just when they use the recipient’s name.

If you really want to maximize the impact of your emails and drive traffic, you need to be taking advantage of segmentation.

By dividing your list into smaller groups based on specific criteria, you can provide relevant content that is more likely to get clicks.

For example, let’s pretend you’re running an email campaign for a computer store that sells both Macs and PCs.

By segmenting your list into those with Macs and those with PCs, you can ensure your content is pertinent to the recipient.

You could do a shotgun approach, but the amount of people interested in both is probably minimal, so you start to run the risk of becoming annoying and driving unsubscribes.

And even if your audience doesn’t open your email, your brand name will still be in the back of their mind, so the next time they do a web search, you’ll be familiar and more likely to receive a click.

6. Conduct A/B Testing With SEO Keywords

We touched on this briefly in number two, but it bears repeating; your email campaigns should be using A/B testing, just like your landing pages and other content.

You should be trying out different versions of emails using SEO keywords to determine which get the best results.

Experiment with placing your brand’s most popular search terms in subject lines, preview text, and body copy.

What’s great about this is that it works in reverse too – finding you’re getting great results with a certain keyword in emails? Try adding it to your SEO terms and it will help drive traffic to your site.

7. Ask For Reviews

Every brand will claim it’s the best in its field. But consumers know this and take it with a grain of salt.

Reviews, on the other hand, have a much larger influence on decisions because they give legitimacy to your marketing claims.

After all, 98% of consumers read reviews. People tend to trust online reviews as much as personal recommendations.

And smart marketers like you know email marketing is a great way to solicit them.

One of the most effective times to send them is post-purchase when the newness of your solution is still fresh in the customer’s mind.

Personalize your emails and include links to review sites to make it easy. Keep your email short, and you’re much more likely to get a response.

If you’re doing email marketing for a local business, asking for reviews is especially helpful. They will not only impact your ranking in local search results, but they also let customers feel like they’re helping someone in their community.

Email Marketing And SEO Go Hand-In-Hand

Your digital marketing channels are all pieces of a much larger campaign.

They’re all connected and by taking a holistic view, you can use them to your advantage and help each perform better.

If you improve the quality of your email marketing, you’ll drive more qualified traffic to your website.

You can also direct targets to specific pages where they’re more likely to have longer visits and engage with your content. This, in turn, increases their likelihood of converting.

Sending your content via emails also earns more shares and attracts more visitors. It encourages other sites to backlink to your content, thereby boosting your credibility.

And all of these working together help make your SEO efforts more effective.

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Top YouTube Videos, Shorts, And Ads of 2022

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Top YouTube Videos, Shorts, And Ads of 2022

Examining YouTube’s list of the top trending videos and top Shorts of 2022, as well as the YouTube Ads Leaderboard: 2022 year-end-wrap-up can teach content marketers, content creators, and digital advertisers some important lessons that they can apply in 2023.

But, it helps if you have a secret decoder ring to decipher why there are three lists – and why each one uses a different methodology to come up with the rankings.

YouTube unveiled its first list of the 10 most-watched YouTube videos back in December 2010. Unfortunately, that list taught many marketers that “view count” was the only metric that mattered.

But, I got my secret decoder ring back in October 2012, when YouTube started adjusting the ranking of videos in YouTube search results to reward engaging videos that kept viewers watching.

In other words, YouTube replaced “view count” with “watch time.”

This was a significant shift, because “watch time” gives you a sense of what content viewers actually watch, as opposed to videos that they click on and then abandon.

In December 2012, YouTube shifted from unveiling its 10 “most-watched” videos of the year to unveiling its “top trending videos,” based on time spent watching, sharing, commenting, liking, and other factors.

In other words, “watch time” and “engagements” were now the metrics that mattered.

Today, YouTube’s algorithm rewards “viewer satisfaction.”

In other words, YouTube doesn’t pay attention to videos; it pays attention to viewers.

So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.

This brings us to YouTube’s lists of “trending videos” and “top Shorts” for 2022.

To learn important lessons that can be applied in 2023, we need to realize that YouTube’s discovery system uses both absolute and relative watch time as signals when deciding audience engagement.

Ultimately, YouTube wants both short and long videos to succeed, so relative watch time is more important for short videos, and absolute watch time is more important for longer videos.

Top 7 Trending Videos Of 2022

1. “So Long Nerds“ By Technoblade (6:32 long, 88.3 million Views, 10.2 million engagements)

In this moving tribute, the father of beloved Minecraft creator Technoblade reads a farewell letter from his son.

The gamer lost his battle with cancer in June, but his legacy remains on YouTube.

2. “Watch The Uncensored Moment Will Smith Smacks Chris Rock On Stage At The Oscars, Drops F-bomb” By Guardian News (1:24 long, 104 million Views, and 1.8 million engagements)

It was the smack heard ‘round the world: Academy Award winner Will Smith went off-script and slapped Chris Rock, live on-stage, at the film industry’s most prestigious event.

3. “Hi, I’m Dream” By Dream (5:42 long, 48.5 million Views, and 4.7 million engagements)

Dream’s ingenuity within Minecraft has led him to become a top creator with a devoted fanbase.

But no one knew what he looked like IRL, until now.

4. “ Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show” By NFL (14:41 long, 146 million Views, and 3.5 million engagements)

Lose yourself in this epic Super Bowl halftime show packed with some of the biggest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama, and 50 Cent.

5. “I Built Willy Wonka’s Chocolate Factory!” By Mrbeast (17:01 long, 132 million Views, and 5.1 million engagements)

In a “Willy Wonka” inspired warehouse, MrBeast challenges contestants to traverse a chocolate river, climb a candy wall, compete in confection-themed games, and indulge in their sweetest fantasies.

6. “Pranks Destroy Scam Callers- Glitterbomb Payback” By Mark Rober (26:41 long, 55.9 million Views, and 2.2 million engagements).

Engineer Mark Rober exacts dazzling revenge on a scam call center in the latest version of his glitterbomb series.

7. “Being Not Straight” By Jaiden Animations (15:22 long, 17.8 million Views, and 1.7 million engagements)

In this coming-out video, Jaiden Animations depicts a personal journey from adolescence to adulthood, sharing how they discovered their sexual identity along the way.

Top 7 Shorts Of 2022

1. “Diver Cracks Egg At 45 Ft Deep #Shorts” By Shangerdanger (0:56 long, 251 million Views, and 12.3 million engagements)

The ocean floor is a mysterious place. It’s full of unknown sea creatures, strange plants, and…chicken eggs?!

Join Shangerdanger as he cracks up the internet and dives egg-first into the blue depths.

2. “Sarah Trust Challenges” By Hingaflips (0:31 long, 142 million Views, and 6.5 million engagements)

Better than parkour? This is Trampwall: an epic sport where acrobats defy gravity and leap off a wall, onto a trampoline, to pull off mind-blowing aerial stunts.

3. “Come With Me To Shave My Fluffy Dog! #Doggrooming #Grooming #Goldendoodle” By Brodie That Dood (0:52 long, 108 million Views, and 6.8 million engagements)

For years, his long fluffy fur has made Brodie one of the most iconic dogs on YouTube. So, the heartbreak was real when it was decided that he needed a close trim.

4. “Dave and Busters Bet Me 1000 Tickets I Couldn’t Do This…” By Chris Ivan (0:59 long, 83.6 million Views, and 6.3 million engagements).

No one does trick shots like creator Chris Ivan. In this Short, he attempts to land a plunger on a Dave & Buster’s sign.

The prize? 1,000 tickets … if he can pull it off.

5. “That Gap Between Your Car Seat and Center Console” By Jay & Sharon (0:58 long, 182 million Views, and 6.4 million engagements)

We’ve all lost something in the dreaded gap between the car seat and the center console.

In this comedic sketch, creators Jay & Sharon show us what’s really going on down there.

6. “Welcome To The Stomach #Shorts” By Adrian Bliss (0:34 long, 118 million Views, and 7.0 million engagements)

In this bite-sized skit, witty creator Adrian Bliss brings to life all the characters trying to gain entrance – and party in – his space-limited stomach.

7. “This Magic Trick Explained (America’s Got Talent)” By Zack D. Films (0:34 long, 97.4 million Views, and 5.6 million engagements).

How did he do it? The judges of “America’s Got Talent” were confounded by this magic trick.

But not internet-sleuth Zack D., who unveils its clever secret.

Top 7 YouTube Ads Of 2022

Meanwhile, YouTube uses an entirely different methodology to determine the top YouTube ad for its 2022 year-end wrap-up Leaderboard. This makes sense.

The top ads are generally the ones with the biggest budgets, which drive up view counts, but not always engagements.

1. “Amazon’s Big Game Commercial: Mind Reader” By Amazon (1:31 long, 69.7 million Views, and 25,700 engagements)

The creative agency for this ad was Lucky Generals and the media agency was IPG – Rufus.

The ad’s description asks, “Is Alexa reading minds a good idea? No. No, it is not.”

2. “Welcome To Clan Capital! Clash Of Clans New Update!” By Clash Of Clans (1:20 long, 52.9 million Views, and 212,000 engagements)

The creative agency was Psyop, and the media agency was in-house.

The ad’s description says,

“Welcome to the ultimate clan destination! A place where you and your clan can BUILD and BATTLE together! A place called CLAN CAPITAL!”

3. “Goal Of The Century X BTS | Yet To Come (Hyundai Ver.) Official Music Video” By Hyundaiworldwide (4:08 long, 40.5 million Views, and 886,000 engagements)

The ad’s description says,

“Our ‘Goal of the Century’ can’t be achieved by one individual alone, but we can achieve it if we all join forces and unite.

Just like football players come together as a team to score goals, we aim to use the power of football to go forward together in pursuit of the greatest goal – ‘A united world for sustainability.’”

4. “Harry Potter 20th Anniversary: Return To Hogwarts | Official Trailer | HBO Max” By HBO Max (1:58 long, 27.3 million Views, and 739,000 engagements)

The creative agency was in-house, and the media agency was Hearts & Science.

The ad’s description says,

“Harry Potter 20th Anniversary: Return to Hogwarts invites fans on a magical first-person journey through one of the most beloved film franchises of all time as it reunites Daniel Radcliffe, Rupert Grint, Emma Watson, and other esteemed cast members and filmmakers across all eight Harry Potter films for the first time to celebrate the anniversary of the franchise’s first film, Harry Potter and the Sorcerer’s Stone.”

5. “Introducing iPhone 14 Pro | Apple” by Apple (4:20 long, 23.8 million views, and 571,000 engagements)

The ad’s description asks, “What lies beyond a traditional smartphone? Let’s find out. This is iPhone 14 Pro.”

6. All of Us Are Dead | Official Trailer | Netflix” by Netflix (2:35 long, 22.6 million views, and 518,000 engagements)

The creative agency was The Refinery, and the media agency was in-house. The ad’s description says,

“All of us will die. There is no hope.” The school turned into a bloody battleground and our friends into worst enemies. Who will make it out alive?”

7. Sally’s Seashells (Extended) | Big Game Commercial 2022“ by Squarespace (1:07 long, 21.6 million views, and 67,600 engagements)

The media agency was in-house. The ad’s description says,

“See everything that Sally sells in this extended cut of our 2022 Big Game commercial. Starring Zendaya as Sally and narrated by andré 3000.”

Most Important Lesson That Marketers Can Apply In 2023

Looking back at YouTube’s lists of top trending videos, top Shorts, and top ads for 2022, there is a meta-lesson that marketers can learn: one size does not fit all.

Different metrics matter when measuring different types of video, and different types of ads are better for different marketing objectives.

Or, as the British say, “There are horses for courses.”

Now, that’s a lesson that all of us can apply in 2023, and beyond.

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Meta Reinstates Trump to Facebook & Instagram

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Meta Reinstates Trump to Facebook & Instagram

Meta announced that the suspension of former president Trump from Facebook and Instagram will be lifted within a few weeks, with “guardrails” in place to discourage repeat offenses.

2021 Suspension of Trump

Meta indefinitely suspended the account of then-president Trump after he praised the people who engaged in anti-government violence that ended in several deaths.

The suspension was reviewed by the Meta Oversight Board who concluded that the indefinite suspension was inconsistent with rules in place for dealing with policy violations.

The Oversight Board wrote:

“…it was not appropriate for Facebook to impose the indeterminate and standardless penalty of indefinite suspension. Facebook’s normal penalties include removing the violating content, imposing a time-bound period of suspension, or permanently disabling the page and account.

The Board insists that Facebook review this matter to determine and justify a proportionate response that is consistent with the rules that are applied to other users of its platform.”

Facebook responded to the board that the suspension will last for two years beginning on January 7, 2021 after which the suspension would be reconsidered.

The indefinite suspension remained in place until the announcement that it will be lifted in the weeks following January 25, 2022, just over two years after the suspension.

Why the Suspension of Trump was Lifted

The review of the suspension was timed for two years after the imposition of the original suspension on January 7, 2021. This was by agreement with the Oversight Board.

Meta undertook a review of whether Trump continued to pose a risk to public safety and decided that enough had changed to lower the risk.

The explanation of the decision indicated that multiple factors were considered:

“To assess whether the serious risk to public safety that existed in January 2021 has sufficiently receded, we have evaluated the current environment according to our Crisis Policy Protocol, which included looking at the conduct of the US 2022 midterm elections, and expert assessments on the current security environment.

Our determination is that the risk has sufficiently receded, and that we should therefore adhere to the two-year timeline we set out.

As such, we will be reinstating Mr. Trump’s Facebook and Instagram accounts in the coming weeks. However, we are doing so with new guardrails in place to deter repeat offenses.”

Facebook Public Figure Penalty Guardrails

Meta published updated policies, Restricting accounts by public figures during civil unrest, that describe the new protocols for dealing with public figures who violate Meta guidelines.

The updated rules apply to both Facebook and Instagram.

The new policies outline tiered penalties increasing in severity depending on the content violations.

Meta explained that the goal of the penalties were to deter violations of their policies.

The penalties last from one to thirty days to as long as two years for especially egregious violations.

Three factors will be considered to determine the severity of the penalty:

  1. “The severity of the violation and the public figure’s history on Facebook or Instagram, including current and past violations.
  2. The public figure’s potential influence over, and relationship to, the individuals engaged in violence.
  3. The severity of the violence and any related physical harm.”

 

Heightened Penalties

Public figures who return after a suspension will face heightened penalties, including disabling the account of any public figure that fails to respond to repeated warnings.

Meta’s rules targets QAnon content and outlines specific measures they will take that will limit the reach of penalized public figures.

That means anyone who is following the restricted account of a public figure will not see content posted to those accounts, plus the removal of reshare buttons.

“Our updated protocol also addresses content that does not violate our Community Standards but that contributes to the sort of risk that materialized on January 6, such as content that delegitimizes an upcoming election or is related to QAnon.

We may limit the distribution of such posts, and for repeated instances, may temporarily restrict access to our advertising tools.

This step would mean that content would remain visible on Mr. Trump’s account but would not be distributed in people’s Feeds, even if they follow Mr. Trump.

We may also remove the reshare button from such posts, and may stop them being recommended or run as ads.”

Response to Reinstatement of Trump

Facebook’s announcement stated that they expect to be criticized but that the decision was guided by guidelines set down by the Oversight Board.

The response on social media was predictably passionate, with congressman Adam Schiff characterizing the reinstatement as Facebook having “caved.”

Others accused Facebook of having no rules or procedures even though Meta’s decision was based on rules and procedures.

Many of the top tweets commenting on the Trump reinstatement commented that Facebook’s decision was based on greed while others lamented the lack of consequences from Trump’s action, even though he was punished with a two year suspension.

Read Meta’s Announcement:

Ending Suspension of Trump’s Accounts With New Guardrails to Deter Repeat Offenses

 

 



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Wayback Machine: 5 Alternatives To Try

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Wayback Machine: 5 Alternatives To Try

Much of the web is ephemeral.

Web pages exist until they don’t. The content on them exists until it’s updated – and then it’s gone.

Unless you go digging in an archive.

Archiving the web is important for cultural and anthropological research. It’s also helpful for business reasons, like competitive analysis. It can even help document or monitor political processes.

Your particular reason for seeking archived content might determine which service works best.

The Wayback Machine is the most commonly known archive.

Screenshot, https://archive.org/web/, January 2023.

The Internet Archive is a nonprofit organization, and the Wayback Machine is the web version of its archive, containing an absolutely massive amount of data.

You can request that it save a webpage in its current state, as well as make use of tools, like an API.

As huge as the Wayback Machine archive is, it’s likely not 100% complete. If you’re having trouble finding something specific or wondering if there are alternatives with more features, these alternatives might help.

I won’t be going over paid SaaS subscriptions, as I don’t consider a paid service a true alternative to a free one provided by a nonprofit.

Let’s go!

1. The Memento Project

Memento is an exceptional alternative to the Wayback Machine because it aggregates several different sources, including the Wayback Machine itself.

On the website, you can access archives from several sources by using the Time Travel tool.

Wayback Machine: 5 Alternatives To TryScreenshot, http://timetravel.mementoweb.org/, January 2023.

This is the first distinction that makes Memento so cool, and it includes some of the other archives on this list, too. That means it’s a customizable experience and likely one of the most complete.

Memento’s other distinct feature is the Chrome extension that allows you to select the date on which you’d like to view your current page. This brings the tool to where you’re browsing instead of making you put a URL into a form.

You can also create a snapshot of a page and generate a link to it that won’t break. This is particularly useful for citation.

If you’re concerned a page might disappear, or the content might get updated, but you want to use the information, creating one of these links ensures that people will be able to see your original source.

2. Archive.today

Archive.today is another “snapshot” tool. It allows you to save a link to a page as it currently exists.

Following the link will send users to an unalterable version of the page.

Wayback Machine: 5 Alternatives To TryScreenshot, https://archive.ph/, January 2023.

It also features some relatively advanced search queries you can perform on domains and URLs to find snapshots that have been saved with the tool.

This tool also features a Chrome extension as well as an Android app.

Searches on Memento can include results from Archive.today.

3. WebCite

WebCite has powerful applications for authors, journalists, academics, and publishers.

It offers a variety of ways to build and present the archived pages and the URLs.

Wayback Machine: 5 Alternatives To TryScreenshot, rhttps://webcitation.org/, January 2023.

Unfortunately, at the time of publishing, it doesn’t appear to be taking new requests. But you can still access already archived pages. When and if it starts accepting requests again, it’s a very useful tool for that.

Its most powerful feature for authors and publishers is the ability to upload a manuscript directly to the website.

The tool will scan every link in an uploaded manuscript and automatically create archives of each of the pages linked to as they currently exist. This saves a lot of time if you’ve used a lot of website citations.

If you’ve created content that you want people to be able to create snapshots of, then you can add a specific WebCite link to your page that users can click on. This embeds archive functionality into your page, saving users time if they decide to use your work as a citation.

4. GitHub

GitHub is a development and collaboration platform that also prioritizes public projects and open-source code.

It documents and archives open-source code and programs, and is searchable by other archives such as the Wayback Machine.

Wayback Machine: 5 Alternatives To TryScreenshot, https://github.com/explore, January 2023.

But, if you’re looking for something related to code or software development, it might be easier to go straight to GitHub instead of using another archive service.

While it does have paid business plans, GitHub is free for the average user. It even offers 15GB of storage and some computing power in its cloud developer environment for free for your personal use.

5. Country-Specific Web Archives

Several countries run their own web archives.

These can be particularly helpful alternatives to the Wayback Machine if you’re looking for a website highly relevant to a specific location, or the culture of a country.

More focused archives might have more complete information if you’re having trouble finding it elsewhere, although again, I want to mention that the first alternative in this list, Memento, pulls from several different country-specific archives.

I should also note that many archives specific to a country, region, educational institution, or individual library are partnered with Archive-it, a service provider built by The Internet Archive (makers of the Wayback Machine).

They curate specific collections based on relevance, but all Archive-it partners leverage the same source: The Internet Archive.

These are a few of the country-specific web archives:

Conclusion

When you’re looking for alternatives to the Wayback Machine, you might not realize that a great many of them, in part or in whole, are powered by the same archive.

But there are other services out there you can use. Some have more helpful features, depending on what your goals are.

This isn’t an exhaustive list of alternative tools, but it’s most of the easily accessible tools for the average user.

Others require monthly payments, and some are free to academic and legal institutions, but not to individual users.

I chose to focus on the best of the tools that you could go and use right now with no fuss.

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