Twitter for Business – Promoted Products

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Written by Nicolas Vargas
 
Twitter, like the other major social networks, offers special services for businesses wanting to take advantage of the powerful environment that this platform provides.  Giving businesses the opportunity to interact in real time with their customers and prospects, the aim of these services is to connect and engage business messages with real people.
 
Once you understand the main objectives of Twitter for businesses you can decide which of their services best suit your needs for integrating Twitter into your Digital Marketing efforts.
If you are wondering why you should consider Twitter as an Online Marketing tool consider that there are over 340 million tweets sent each day, and over 140 million active Twitter accounts. (Note that you don’t need to target this whole audience, you can target by Area or Platform.)
 

Promoted Accounts


 
Promoted Accounts are useful to increase your number of followers. Promoted accounts are located in the Who to Follow section (identifies related accounts and followers) and are highlighted in Twitter Search.  Promoted Accounts appears to users who have related interests to your business and can be geo-targeted.
 
 
 
 
 

Promoted Tweets

Twitter Promoted Tweet
 
Promoted Tweets are useful to spread business messages within the Twitter community . They can be targeted by location, device and you can choose where to show them;
• Search: Appears when people search on Twitter.
• Timelines: Appears at the top of users timelines
• Followers: Your message in front your Followers
• Users similar to your followers: Appears on people with related interest for your brand
 
Using Promoted Tweets you pay by Cost-per-Engagement (CPE), which means you only pay for retweets, replies or clicks.
 

Promoted Trends

 
twitter Promoted Trend
 
Promoted Trends help you generate conversations around a topic of your choosing (for example a product launch), and can result in huge exposure. The promoted trends appear in the normal Trend section and you can identify them by the “Promoted” mark.
 
Promoted Trends are available for all the Twitter users, they can interact with the Promoted Trends in the same way that they do with other trend topics, and the interaction is available for the time they are being promoted.
 
Cost of a promoted trend was $120,000 per day 18 months ago, with no more recent figure.

An Introduction to Schema.org

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By Nicolas Vargas

Google Search Reasults Using Schema

Schema.org is an initiative launched in 2011 by the major search engines (Bing, Google and Yahoo) to make a common language to improve the way search engines understand and display data in their search results. The idea is to use these schemas to mark up useful information within a webpage for the purpose of offering a better user experience in search results.

Now that you know what schema.org is, you’re probably wondering how you can use it to improve the way search engines understand and display your content in search results. Depending on the sort of content your website uses, you can write schema markupfor a huge list of items, from videos to events.

Schema.org Item Examples Screenshot

With schema.org you have a lot of options to improve the way search engines display your site in search results.

How it works

As I said before schema marks up your content helping search engines, because with HTML tags, your browser knows how to display the information but it doesn’t really understand what that content is about..That is, HTML is not enough for search engines to properly understand your content.

Schema.org uses a micro data format to improve the data within the HTML tags and give search engines more information about that page, so it knows whether it is about a person, a recipe, a place, a movie, etc.

Micro data is a HTML5 feature (set of tags) which aims to help computers understand what the web page content is actually talking about.

Schema.org Person Example

Here is an example of how you can use microdata to tell search engines that the content in this HTML is not just random text – it is a person, job title and address.

Plain HTML

Person Html Example

With Micro data

Schema Person markup Example

As you can see with micro data you can explain to search engines what your content is about, in this example for Google the words North Sydney didn’t mean anything , but with the schema.org micro data it means an address locality.

Finally you probably want to know if the use of schema micro data is going to improve your rankings. Well, as Matt Cutts has said, just using schema.org micro data won’t necessarily improve your rankings, but there are some cases when schema.org helps, so it is better to use it, just in case.

Also keep in mind that even if this markup doesn’t help your rankings it could help your click through rate if it provides images, star ratings or other information in search results alongside your site listing.

Google Tag Manager

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What is it? How to get started? By Nicolas Vargas Google Tag Manager is a new tool (launched in October) which aims to help marketers with the digital marketing process, by making Google (and other) tags quick and easy to embed and update. Google Tag Manager Page ScreenShot With this new Tag manager you can easily add, update and test tags on your sites without the help of a web developer. This removes the long waiting times many marketers have to deal with, when waiting for websites code updates to get their tags updated. This will greatly improve productivity for online marketers who want to spend less time working on tag updates(Technical stuff). Special Features of Google Tag Manager

  • Tag Manager is Free
  • Google Tag manager offers an error checking option
  • Fast and easy way to upload tags.
  • It’s good for agencies, offering multi account options and user permissions
  • Custom tags are possible thanks to custom rules and macros, getting you the info you want
  • Supports both Google and non-Google Marketing tags

Getting started

    1) Create an Account: The account is the top level in Google Tag Manager, a good idea is to make one account per company

Create an Account Image of the Tag manager Process

    2) Create a Container: The container includes all the tags you want (Adwords, Analytics, etc). A good tip is to have one container per Website. You can add domains as an option

Create a Container

    3) Accept the Google Tag Manager Terms of Services

Google Tag Manager Terms Image

    4) Get the tag manager code: Paste the code onto every page before the body tag ()

Tag Manager Code Screenshot

    5) Fill the container up with tags. Now whenever you need to add new tags to the site – to track goals, remarketing or other campaigns – you don’t need to touch your website, you can just log in to Google Tag Manager and add them here.

Tag manager Tags Image I think it’s a pretty useful tool to help online marketers, especially the ones who usually have to rely on developers to help them with their marketing tags.

Websites We Follow – Tracy

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by Tracy Mu Sung

Online marketing blogs

We’ve seen Nicolas’s favourite sites to follow, and now it’s my turn. To be honest, there is a bit of crossover. I love Smashing Magazine,  I used to read Business Insider when it was Alley Insider, and I am on Econsultancy’s email listing.
But those aren’t my favourites or must-see’s. Here is my personal list:

I think it is an absolute must for online marketers to subscribe to all the Google blogs relevant to them – and there are a lot! Here you can keep up to date about the latest in new features in Google. The Inside Adwords and Google Analytics blogs are particularly good, because there are so often changes to these products.
Google Enterprise

Inside Google Adwords

Inside Search

Webmasters Central

Google Australia (or your local, of course)

Official Google blog

Google Analytics
(Is it bad that I recommend all these but I don’t subscribe to the blogs of any other search engines?)
One PPC blog I do trust, and have for a long time, is www.PPChero.com. This was one of the first PPC blogs I found which was consistently updated with high quality content. They also have an SEO blog, but I don’t rate it as high, although it is still quite good.PPC blogs
For SEO advice, I have to say SEOmoz.org of course. There is almost a paranoia about not reading SEOmoz, you’re wondering what you are missing out on. To be honest, I do stick to the main SEOmoz blog, and don’t really delve into the YouMoz blog that often.
An SEOmoz offshoot, I love to read the blog from Distilled.net. Their articles are filled with creative, strategic link building and content creation ideas. I find it very inspirational. No lists of directories or ‘tricks’ here.
For analytics there are two super experts I like to follow – Avinash Kaushik and Justin Cutroni.  However, let it be known that these blogs are not for ‘quick updates’. These guys specialise in highly educational, in-depth posts, which you really need to set time apart to digest. Don’t skim through them.
If you work with sites on WordPress – or even if you don’t – Yoast is a must read resource. He specialises in the niche of WordPress optimisation, and is the creator of many popular SEO-friendly plugins for the CMS.
Ok, this is getting a bit long for a list of  ‘favourites’, so I’m going to end it here with one non-online-marketing site. I read Inc.com for general business inspiration. If you work in business or marketing, reading articles on here is like a caffeine hit – it really gets me motivated about my own business and my clients businesses!

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