2020 October 2 eMarketer Insider Intelligence Chart

2020 October 2 eMarketer Insider Intelligence ChartFacebook Is Removing Its Restrictions on Text Content in Facebook Ad Images
Facebook will be relaxing strict text-in-ad-image ratio enforcement, while still encouraging the use of images that contain text in less than 20 percent of the image’s visible area, a move that could pave the way for new more text-heavy image options for marketers. Social Media Today

Google launches a work-tracking tool and Airtable rival, Tables
Google has rolled out Tables, a utility that provides new work-tracking options for uses including customer relationship management (CRM), project management, lightweight database without coding, automation and more, the search giant’s Area 120 incubator recently announced. TechCrunch

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming
Instagram has launched a revision to its short-form vertical video offering and TikTok competitor Reels, which doubles the video length to 30 seconds and extends the recording timer function, among other refinements that come after Reels recent launch, the Facebook-owned firm announced. Social Media Today

Consumers and marketers at odds over ad preferences, Kantar study finds
Advertisers favor utilizing traditional mainstream social media platforms for digital ads, while consumers tend to be the most positive about ads seen on newer platforms, one of several findings of interest to online marketers in recently-released global survey data. Marketing Dive

Pinterest officially launches new Story Pins format in beta
Pinterest has launched Story Pins, its take on the widely-utilized stories format, incorporating a wide array of content types from text and images to video, and redefining the format by removing the ephemeral element present in offerings from other social media platforms, the firm has announced. TechCrunch

The B2B content that can help your sales team close
Survey data from multiple studies shows how B2B marketers are successfully creating content to be used at various stages of the buyer journey, and where content marketing priorities have been during 2020. ClickZ

2020 October 2 Statistics ImageLinkedIn Updates Marketing Partner Program with New Specialty Categories
LinkedIn (client) has refined its Marketing Partner Program to better guide businesses to helpful resources and partners in categories divided into planning, execution, and measurement, the Microsoft-owned professional platform recently announced. Social Media Today

New Research: 67% Of Marketers Negatively Impacted By COVID-19, But Martech Investment Continues
Some 44 percent of marketers expect marketing technology spending levels to return to normal in 2021, while 67 percent also say that they have seen a negative impact due to the global pandemic in 2020, according to recently-released survey data. Demand Gen Report

With real-world experiences scarce, consumers warm to immersive tech, Accenture study says
64 percent of top consumer brands have begun investing in immersive digital experiences, with the technology credited in boosting consumer purchasing confidence by 9 percent in the U.S., while some 47 percent of consumers noted that they would pay more for products that could be personalized with immersive technology, according to newly-released survey data of interest to marketers looking to implement immersive experiences in the B2B realm. Marketing Dive

Americans Trust LinkedIn With Their Data, But They Are Wary of Facebook
LinkedIn (client) is the most trusted social media platform among U.S. users when it comes to personal data protections, topping Pinterest, Snapchat, Reddit, YouTube, and Instagram, while Facebook was the least-trusted platform, according to recently-released survey data of interest to digital marketers. Adweek


2020 October 2 Marketoonist Comic

A lighthearted look at “flipping the script” by Marketoonist Tom Fishburne — Marketoonist

Neuralink Brain Chip Comes Preloaded with Memories of New U2 Record — The Hard Times

This Can’t Be Real! 9 Mind-Blowing Links That Will Take You To Visible’s Website Where You Can Purchase Their Services — The Onion


  • Lee Odden — What’s Trending: Strengthen Your Strategy — LinkedIn (client)
  • Lee Odden — 12 Tips for Tracking and Measuring Your Influencer Marketing Campaigns — Databox
  • TopRank Marketing / SAP — Improving Live Events When You Take Them Virtual with Ursula Ringham & Rachel Miller — Golden Spiral

Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for the weekly B2B marketing news, and we hope you’ll return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool appeared first on Online Marketing Blog – TopRank®.

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miling young woman research at a library with her laptop image.

miling young woman research at a library with her laptop image.

What can B2B marketers learn from family history research?

Family history research offers a surprising number of valuable lessons for marketers looking to hone existing skills and build new ones.

For starters, genealogy research can teach us about:

  • Knowing Your Marketing Roots
  • Sharpening Your Research Skills
  • Building Enduring Passion
  • Citing, Celebrating & Honoring Your Marketing Sources
  • Learning & Networking With Fellow Professionals at Industry Events
  • Adhering To Guidelines & Goalposts
  • Publishing & Preserving For Posterity
  • Sparking Interest For Future Marketers
  • Breaking Through With Hyper-Personal Relevance
  • Peering Inside Your B2B Marketing DNA

Aside from childhood school family history projects, I first stared researching my roots in earnest in 1994, and a decade later for several years I worked as a professional genealogist.

It’s still a passion, and a pursuit that has for millions of people of all ages around the world become not only one of the fastest-growing pastimes — spurred on by popular shows such as Finding Your Roots with Henry Louis Gates Jr., Who Do You Think You Are and others — but a multi-billion dollar industry.

[bctt tweet=”“Learning to sing one’s own songs, to trust the particular cadences of own’s voices, is also the goal of any writer.” — Henry Louis Gates Jr. @HenryLouisGates” username=”toprank”]

Let’s open your own B2B marketing book of life, with 10 tips genealogy offers marketers.

1 — Know Your Marketing Roots

Family history gives researchers newfound understanding, insight, and appreciation for the very real people who form our own personal ancestry.

Marketers too can gain a great deal by learning more about marketing through the lens of the people who played instrumental roles in marketing.

Genealogy reminds us to take the time to learn about the origins of our particular marketing specialty.

Are you involved in B2B influencer marketing? Learn about the professionals who first innovated B2B marketing by applying the strongest aspects of influencer marketing — people like our own TopRank Marketing CEO and co-founder Lee Odden.

At its root the underlying truths of influencer marketing aren’t new at all, as I took to its ultimate conclusion in “10 Tips From Influencer Marketing’s Hidden 1,000-Year History,” with insights to help inspire your marketing from the likes of Hildegard von Bingen through Phineas Taylor “P.T.” Barnum and David Ogilvy.

Invest some time learning about people such as Edward Louis Bernays, the father of public relations, or even the early pioneers of the Internet and the web, who had such a profound effect on how marketers — and pretty much everybody else these days — perform work. Last year when the Internet turned 50, I wrote a celebration in “Classic Marketing Insights to Celebrate the Internet’s 50th Birthday,” and took a look as some of the key pioneering figures.

[bctt tweet=”“The farther backward you can look, the farther forward you are likely to see.” — Winston Churchill” username=”toprank”]

Take-Away: The more you know your marketing roots the better your own marketing will be.

2 — Sharpen Your Research Skills

At the heart of genealogy sits sharp research skills, to such an extent that many genealogists have to force themselves to occasionally stop researching in order to dedicate time to publishing the results of all that work.

Marketing generally doesn’t involve nearly as great a percentage of time researching as genealogy, yet the benefits of strong research are undeniable, and are often what sets apart run of the mill promotional efforts from those that lead the industry and win awards.

We’ve explored original research in various forms, and you’ll find helpful information in the following articles from our archives:

[bctt tweet=”“You have to know the past to understand the present.” — Dr. Carl Sagan” username=”toprank”]

Take-Away: Research is vital in marketing, so try incorporating more time to research in your marketing efforts, and to improving your research skills — because the smarter you are when it comes to research, the more efficient the process becomes.

3 — Build Enduring Passion Into Your B2B Marketing

Are you being the best marketer you can be? Are you creating the kind of marketing your descendants will be proud of in 200 years, or at least be able to understand and feel some sense of compassion for?

One key ingredient of successful and genuine marketing is the passion of the person creating it. Share your unique voice to tell compelling stories in your marketing efforts, and when possible humanize your work using anecdotes and history from your own journey.

One curious similarity between B2B marketing and family history is the lengthy duration both usually entail — with the B2B buyer journey being significantly longer than in B2C efforts, as our own Nick Nelson explores in “How to Educate, Engage, & Persuade Buyers Over Lengthy Sales Cycles.”

To help inspire your marketing passion and spark new digital storytelling flames, here are several articles we’ve written on these key topics:

[bctt tweet=”“Those who cannot remember the past are condemned to repeat it.” — George Santayana” username=”toprank”]

Take-Away: Let your marketing efforts make your descendants — and your ancestors — proud, by including enough of yourself and your own story to bring out the passion in your work.

4 — Cite, Celebrate & Honor Your Marketing Sources

In both marketing and genealogy, quality research involves citing your sources. In genealogy those citations are almost always included in the final report or accompanying source material, while in marketing direct citations are more often included only when quoting people or sharing study data.

In genealogy the goal of source citation is to allow anyone who uses yours to locate the original record you saw — not only in the immediate future but also as long into the future as possible.

Professional genealogists can take source citation to extremes, and I sometimes have to chuckle when I come across a page in the National Genealogical Society Quarterly that has more space dedicated to source citations than report narrative.

Even if your research won’t be including citations in a final publication, strong research technique dictates that for your own records and those of your business, your notes should always include the citations you or others could use to find your sources again.

The same research practices that make good genealogical research translate directly into top-notch marketing research.

Take-Away: Use citations to both personally and professionally document all material you’ve used in coming up with new original work.

5 — Learn & Network With Fellow Professionals at Industry Events

I remember the first genealogy conference I attended — the 2003 Federation of Genealogical Societies (FSG) event — which took place before the web-based family history boom became a multi-billion dollar industry.

Back then I recall being by far one of the youngest attendees. Thankfully today the family history boom has infused genealogy with a massive influx of younger people with a passion for learning more, and before the pandemic hit large conferences such as RootsTech drew over 25,000 in-person attendees along with over 100,000 remote participants.

Today’s genealogy conference audiences tend to look a lot more like those of marketing events, and not just the sea of gray hair I saw back at my first family history conference.

B2B marketers can reap the same benefits as genealogists do by attending conferences — now nearly all conducted virtually due to the pandemic — to help you with:

  • Keeping Up-To-Date on the Latest Research
  • Learning From the Best in the Business
  • Networking From Fellow Professionals
  • Sharing Knowledge with Peers

You can take a took a look at some of the top virtual marketing conferences through the end of 2021 in “17+ Top Virtual Marketing Conferences for Summer 2020 & Beyond,” and be sure to catch Lee Odden presenting on October 13 at Content Marketing World, on October 15 delivering a Pubcon Virtual keynote, and on November 5 at MarketingProfs B2B Forum.

Marketers can also benefit from joining professional organizations just as genealogists do.

Take-Away: Utilize marketing conferences and professional organizations to become exposed to new methods, ideas, and inspiration.

6 — Adhere To Guidelines & Goalposts

In some ways genealogists have it easier than marketers, as the guidelines and goalposts for the family history game don’t change frequently the way they so often do in marketing, where nearly constant change is ubiquitous.

Family historians do need to keep abreast of newly-discovered historical records or existing physical records than have just become available to search online, and also have to deal with how to cite information contained in all of the new formats people use to communicate today, from TikTok to Reddit and beyond.

There are, however, fundamental truths in marketing, and smart marketers owe it to themselves to learn the underlying principles of advertising.

It’s important to adhere to the use of industry standards such as the California Consumer Privacy Act (CCPA) in the U.S., the General Data Protection Regulation (GDPR) in the E.U., and regulations including the Federal Trade Commission’s “Disclosures 101 for Social Media Influencers.”

Adhering to your company’s style and usage guide, as well as those of client organizations, is another similarity between marketing and genealogy.

Take-Away: Know the laws in your area of marketing practice and adhere to the style and usage guidelines of the businesses you work with.

7 — Publish & Preserve For Posterity

Don’t allow your life’s work in marketing to fade away as social media platforms and apps come and go as the sands of time shift — which in social media time can happen in dangerously little time.

Through the use of proper backup plans, digital asset management systems, publishing on a variety of media platforms owned by multiple companies, and submitting to digital archiving efforts such as those of The Internet Archive and its Wayback Machine, your marketing efforts don’t have to be relegated to the digital dustbin of Internet history.

Take-Away: Preserving your marketing efforts makes future campaigns stronger, as you can easily consult and learn from your smartly-archived previous work.

8 — Spark Interest For Future Marketers

As we’ve explored, one of the advantages to looking back is the newfound insight we gain for successfully making the most of the future, and we can do a great service to future generations by sharing our insight with aspiring young marketers.

If we can spark an interest by mentoring a younger colleague, client or associate — or even a family member — we’ll contribute to a future of marketing that is more robust with your own personal knowledge passed along to the next generation.

Two people ignited my love of genealogy back in 1994 — my grand-aunt Solveig and an older in-law, Ed. Solveig was the older sister of my grandmother Lilly, who is alive and well and living on her own in her own house at 103, and Solveig gave me a family history book written by a cousin in Norway in the 1950s.

Ed shared with me his fascinating hand-drawn genealogy charts, and between the two of them I was inspired to set out entering all the information I could find — including everyone in that book — into my 1994-era genealogy database program.

Take-Away: Inspire and mentor young marketing talent by imparting your own passion.

9 — Break Through With Hyper-Personal Relevance

One of the ah-ha moments in genealogy comes when a researcher suddenly realizes that their very own family history is vitally intertwined with a history that they hitherto only knew as something utterly distant and probably considered quite boring. When a family history researcher discovers a Civil War or Revolutionary Way ancestor, or one who overcame great obstacles of any type, history comes alive in a new and much more personal way.

In marketing, unlocking a similar key comes by breaking through messaging that goes from boring-to-boring B2B to hyper-relevant personal digital storytelling with heaps of passion and purpose.

We’ve made efforts to do that in our video interview series including Break Free B2B Marketing, and our new Inside Influence series — each episode featuring a leading B2B marketer who is making a difference.

Make that vital connection that brings far-off dusty history or marketing alive with hyper-personal relevance, by learning as much as possible about your audience, and making efforts to connect personally with those who express interest in your campaigns.

Take-Away: Create ah-ha marketing moments that make hyper-personalized connection through passionate storytelling and break free of boring B2B marketing.

10 — Peer Inside Your B2B Marketing DNA

Is there a marketing equivalent of DNA?

DNA has helped expand interest in family history and its ability to help solve many types of genealogy questions, from “Who was my real father?” to “Where did my ancestors like 2,000 years ago?

While marketing doesn’t have scientific DNA, some similarities can be drawn between DNA and the early efforts into neuromarketing and other attempts to improve marketing through a greater understanding of how the brain works.

Now fairly well-established, neuromarketing faces additional challenges as brands and marketers ask whether it’s worth shifting ad spend to, and the Harvard Business Review took a look at how consumer neuroscience is meeting those challenges head on.

Take-Away: Keep tabs on neuromarketing and similar efforts to hone in on some of the universal truths that make for successful marketing.

Create Amazing Marketing To Make Your Ancestors Proud


We hope that our look at the lessons B2B marketers can learn from family history research has provided you with at least a few helpful tips to implement in your own amazing marketing efforts.

One powerful way to combine many of these top marketing elements is by leveraging B2B influencer marketing, as we outline in our all new 2020 State of B2B Influencer Marketing Report, featuring insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from top B2B influencer marketing professionals from SAP, LinkedIn, AT&T Business, Adobe, Traackr, IBM, Dell, Cherwell Software, monday.com and more.

Contact us today and find out why TopRank Marketing is the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report, and discover how we can help create award-winning marketing for you.

The post Your B2B Marketing Book of Life: 10 Inspiring B2B Marketing Tips From Family History appeared first on Online Marketing Blog – TopRank®.

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25 Frases motivadoras en Español e Inglés💂 narradas 🗣 Frases de motivación personal para triunfar  🏆

Mira este video todos los dias y te ayudara a aumentar tus deseos de triunfar y conseguir tus metas, a la vez que subirá tu auto estima. También podrás practicar tus conociminetos del idioma Español. Sigue el Link para el Video Motivacional en Inglés. Sigue el enlace para el video 25 Motivational English Phrases: https://www.youtube.com/watch?v=adf7aUhV5xI

Watch this video every day and it will help you to get the motivation to achieve your goals and build your self-esteem. While listening to this video, you will be able to practice and improve your Spanish language skills. Follow the link to watch the English version: https://www.youtube.com/watch?v=adf7aUhV5xI

0:00 – Intro
0:01 – El éxito más grande es la aceptación de uno mismo
0:06 – Cuanto más se juzga, menos se ama
0:11 – No por estar nublado, las estrellas han muerto
0:17 – Ayer es solo un recuerdo y mañana es nunca lo que se supone que es
0:24 – Duda de todo, encuentra tu propia luz
0:30 – Nunca dejes que nadie te diga que no puedes hacerlo
0:37 – El primer paso de la ignorancia es presumir del saber
0:45 – Una mentalidad optimista es el mejor estimulante posible
0:52 – Los malos tiempos traen verdaderos amigos
0:59 – Es curioso, que cuanto la vida mas vacia está, más pesa
1:07 – Encuentra algo que te apacione y la motivación llegará sola
1:16 – Solo necesitas una cosa para lograr la vida que deseas, tu mismo, a ti mismo
1:26 – Eres capas de crear tu propio camino, se consciente de ello
1:35 – Tienes dos opciones, ser libre, o vivir como te dicen que vivas
1:44 – Invertir tiempo en ti mismo es un valor seguro en el camino del progreso personal
1:55 – La vida es constante cambio y la adaptabilidad es imprescindible
2:03 – El único y último responsable de tu vida eres tu mismo, se conciente de ello
2:13 – Si quieres cambio, provócalos, de nada sirve la conformidad
2:21 – El éxito no es lo que la sociedad dicta, sino lo que tu anhelas
2:32 – El tiempo pasará irremediablemente, de ti depende que exista un dia futuro de satisfacción
2:41 – El único lugar donde el éxito viene antes que el trabajo, es en el diccionario
2:53 – No hay mayor energía que la que provocan tus propios logros
3:01 – Si realmente deseas algo, esfuerzo, perseverancia y paciencia
3:12 – Cuando te desmotives, visualizate consiguiendo el objetivo, no te rindas!
3:20 – Reflexiona sobre que es más importante, tu tiempo o tu dinero


The post 25 Frases motivadoras en Español e Inglés💂 narradas 🗣 Frases de motivación personal para triunfar 🏆 appeared first on Coffee Near Me.

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Image credit: DoSchu

“No place like home for the holidays.” This will be the refrain for the majority of your customers as we reach 2020’s peak shopping season. I can’t think of another year in which it’s been more important for local businesses to plan and implement a seasonal marketing strategy extra early, to connect up with customers who will be traveling less and seeking ways to celebrate at home.

Recently, it’s become trendy in multiple countries to try to capture the old Danish spirit of hygge, which the OED defines as: A quality of coziness and comfortable conviviality that engenders a feeling of contentment or well-being.

While this sometimes-elusive state of being isn’t something you can buy direct from a store, and while some shoppers are still unfamiliar with hygge by name, many will be trying to create it at home this year. Denmark buys more candles than any other nation, and across Scandinavia, fondness for flowers, warming foods, cozy drinks, and time with loved ones characterizes the work of weaving a gentle web of happiness into even the darkest of winters.

Whatever your business can offer to support local shoppers’ aspirations for a safe, comfortable, happy holiday season at home is commendable at the end of a very challenging 2020. I hope these eight local search marketing tips will help you make good connections that serve your customers — and your business — well into the new year.

1) Survey customers now and provide what they want

Reasonably-priced survey software is worth every penny in 2020. For as little as $20/month, your local business can understand exactly how much your customers’ needs have changed this past year by surveying:

  • Which products locals are having trouble locating
  • Which products/services they most want for the holidays
  • Which method of shopping/delivery would be most convenient for them
  • Which hours of operation would be most helpful
  • Which safety measures are must-haves for them to transact with a business
  • Which payment methods are current top choices

Doubtless, you can think of many questions like these to help you glean the most possible insight into local needs. Poll your customer email/text database and keep your surveys on the short side to avoid abandonment.

Don’t have the necessary tools to poll people at-the-ready? Check out Zapier’s roundup of the 10 Best Online Survey Apps in 2020 and craft a concise survey geared to deliver insights into customers’ wishes.

2) Put your company’s whole heart into affinity

If I could gift every local business owner with a mantra to carry them through not just the 2020 holiday shopping season, but into 2021, it would be this:

It’s not enough to have customers discover my brand — I need them to like my brand.

Chances are, you can call to mind some brands of which you’re highly aware but would never shop with because they don’t meet your personal or business standards in some way. You’ve discovered these brands, but you don’t like them. In 2020, you may even have silently or overtly boycotted them.

On the opposite side of this scenario are the local brands you love. I can wax poetic about my local independent grocery store, stocking its shelves with sustainable products from local farmers, flying its Black Lives Matter and LGBTQ+ flags with pride from its storefront, and treating every customer like a cherished neighbor.

For many years, our SEO industry has put great effort into and emphasis on the discovery phase of the consumer journey, but my little country-town grocer has gone leaps and bounds beyond this by demonstrating affinity with the things my household cares about. The owners can consider us lifetime loyal customers for the ways they are going above-and-beyond in terms of empathy, diversity, and care for our community.

I vigorously encourage your business to put customer-brand affinity at the heart of its holiday strategy. Brainstorm how you can make meaningful changes that declare your company’s commitment to being part of the work of positive social change.

3) Be as accessible and communicative as possible

Once you’ve accomplished the above two goals, open the lines of communication about what your brand offers and the people-friendly aspects of how you operate across as many of the following as possible:

  • Website
  • Local business listings
  • Email
  • Social channels
  • Forms
  • Texts/Messaging
  • Phone on-hold marketing
  • Storefront and in-store signage
  • Local news, radio, and TV media

In my 17 years as a local SEO, I can confidently say that local business listings have never been a greater potential asset than they will be this holiday season. Google My Business listings, in particular, are an interface that can answer almost any customer who-what-where-when-why — if your business is managing these properly, whether manually or via software like Moz Local.

Anywhere a customer might be looking for what you offer, be there with accurate and abundant information about identity, location, hours of operation, policies, culture, and offerings. From setting special hours for each of your locations, to embracing Google Posts to microblog holiday content, to ensuring your website and social profiles are publicizing your USP, make your biggest communications effort ever this year.

At the same time, be sure you’re meeting Google’s mobile-friendly standards, and that your website is ADA-compliant so that no customer is left out. Provide a fast, intuitive, and inclusive experience to keep customers engaged.

With the pandemic necessitating social distancing, make the Internet your workhorse for connecting up with and provisioning your community as much as you can.

4) Embrace local e-commerce and product listings

Digital Commerce 360 has done a good job charting the 30%+ rise in online sales in the first half or 2020, largely resulting from the pandemic. The same publication summarizes the collective 19% leap in traffic to North America’s largest retailers. At the local business level, implementing even basic e-commerce function in advance of the holiday season could make a major difference, if you can find the most-desired methods of delivery. These could include:

  • Buy-online, pick up in-store (BOPIS)
  • Buy-online, pick up curbside
  • Buy online for postal delivery
  • Buy online for direct home delivery by in-house or third-party drivers

Here’s an extensive comparison of popular e-commerce solutions, including which ones have free trials, and the e-commerce column of the Moz blog is a free library of expert advice on optimizing digital sales.

Put your products everywhere you can. Don’t forget that this past April, Google surprised everybody by offering free product listings, and that they also recently acquired the Pointy device, which lets you transform scanned barcodes into online inventory pages.

Additionally, in mid-September, Google took their next big product-related step by adding a “nearby” filter to Google Shopping, taking us closer and closer to the search engine becoming a source for real-time local inventory, as I’ve been predicting here in my column for several years.

Implement the public safety protocols that review research from GatherUp shows consumers are demanding, get your inventory onto the web, identify the most convenient ways to get purchases from your storefront into the customer’s hands, and your efforts could pave the way for increased Q4 profits.

5) Reinvent window shopping with QR codes

“How can I do what I want to do?” asked Jennifer Bolin, owner of Clover Toys in Seattle.

What she wanted to do was use her storefront window to sell merchandise to patrons who were no longer able to walk into her store. When a staff member mentioned that you could use a QR code generator like this one to load inventory onto pedestrians’ cell phones, she decided to give it a try.

Just a generation or two ago, many Americans cherished the tradition of going to town or heading downtown to enjoy the lavish holiday window displays crafted by local retailers. The mercantile goal of this form of entertainment was to entice passersby indoors for a shopping spree. It’s time to bring this back in 2020, with the twist of labeling products with QR codes and pairing them with desirable methods of delivery, whether through a drive-up window, curbside, or delivery.

“We’ve even gotten late night sales,” Bolin told me when I spoke with her after my colleague Rob Ousbey pointed out this charming and smart independent retail shop to me.

If your business locations are in good areas for foot traffic, think of how a 24/7 asset like an actionable, goodie-packed window display could boost your sales.

6) Tie in with DIY, and consider kits

With so many customers housebound, anything your business can do to support activities and deliver supplies for domestic merrymaking is worth considering. Can your business tie in with decorating, baking, cooking, crafting, handmade gift-giving, home entertainment, or related themes? If so, create video tutorials, blog posts, GMB posts, social media tips, or other content to engage a local audience.

One complaint I am encountering frequently is that shoppers are feeling tired trying to piecemeal together components from the internet for something they want to make or do. Unsurprisingly, many people are longing for the days when they could leisurely browse local businesses in-person, taking inspiration from their hands-on interaction with merchandise. I think kits could offer a stopgap solution in some cases. If relevant to your business, consider bundling items that could provide everything a household needs to:

  • Prepare a special holiday meal
  • Bake treats
  • Outfit a yard for winter play
  • Trim a tree or decorate a home
  • Build a fire
  • Create a night of fun for children of various age groups
  • Dress appropriately for warmth and safety, based on region
  • Create a handmade gift, craft, or garment
  • Winter prep a home or vehicle
  • Create a complete home spa/health/beauty experience
  • Plant a spring garden

Kits could be a welcome all-in-one resource for many shoppers. Determine whether your brand has the components to offer one.

7) Manage reviews meticulously

Free, near-real-time quality control data from your holiday efforts can most easily be found in your review profiles. Use software like Moz Local to keep a running tally of your incoming new reviews, or assign a staff member at each location of your business to monitor your local business profiles daily for any complaints or questions.

If you can quickly solve problems people cite in their reviews, your chances are good of retaining the customer and demonstrating responsiveness to all your profiles’ visitors. You may even find that reviews turn up additional, unmet local needs your formal survey missed. Acting quickly to fulfill these requests could win you additional business in Q4 and beyond.

8) Highly publicize one extra reason to shop local this year

“72% of respondents…are likely or very likely to continue to shop at independent stores, either locally or online, above larger retailers such as Amazon.” — Bazaarvoice

I highly recommend reading the entire survey of 12,000 global respondents by Bazaarvoice, quantifying how substantially shopping behaviors have changed in 2020. It’s very good news for local business owners that so many customers want to keep transacting with nearby independents, but the Amazon dilemma remains.

Above, we discussed the fatigue that can result from trying to cobble together a bunch of different resources to check everything off a shopping list. This can drive people to online “everything stores”, in the same way that department stores, supermarkets, and malls have historically drawn in shoppers with the promise of convenience.

A question every local brand should do their best to ask and answer in the runup to the holidays is: What’s to prevent my community from simply taking their whole holiday shopping list to Amazon, or Walmart, or Target this year?

Whatever your business can offer to support local shoppers’ aspirations for a safe, comfortable, happy holiday season at home is commendable at the end of a very challenging 2020. I hope these eight local search marketing tips will help you make good connections that serve your customers — and your business — well into the new year.

My completely personal answer to this question is that I want my town’s local business district, with its local flavor and diversity of shops, to still be there after a vaccine is hopefully developed for COVID-19. But that’s just me. Inspiring your customers’ allegiance to keeping your business going might be best supported by publicizing some of the following:

  • The economic, societal, and mental health benefits proven to stem from the presence of small, local businesses in a community.
  • Your philanthropic tie-ins, such as generating a percentage of sales to worthy local causes — there are so many ways to contribute this year.
  • The historic role your business has played in making your community a good place to live, particularly if your brand is an older, well-established one. I hear nostalgia is a strong influencer in 2020, and old images of your community and company through the years could be engaging content.
  • Any recent improvements you’ve made to ensure fast home delivery, whether by postal mail or via local drivers who can get gifts right to people’s doors.
  • Uplifting content that simply makes the day a bit brighter for a shopper. We’re all looking for a little extra support these days to keep our spirits bright.

Be intentional about maximizing local publicity of your “extra reason” to shop with you. Your local newspaper is doubtless running a stream of commentary about the economic picture in your city, and if your special efforts are newsworthy, a few mentions could do you a lot of good.

Don’t underestimate just how reliant people have become on the recommendations of friends, family, and online platforms for sourcing even the basics of life these days. In my own circle, everyone is now regularly telling everyone else where to find items from hand sanitizer to decent potatoes. Networking will be happening around gifts, too, so anything you get noticed for could support extensive word-of-mouth information sharing.

I want to close by thanking you for being in or marketing businesses that will help us all celebrate the many upcoming holidays in our own ways. Your efforts are appreciated, and I’m wishing you a peaceful, profitable, and hyggelig finish to 2020.

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Have you ever made SEO recommendations that just don’t go anywhere? Maybe you run into a lack of budget, or you can’t get buy-in from your boss or colleagues. Maybe your work just keeps getting de-prioritized in favor of other initiatives. Whatever the case, it’s important to set yourself up for success when it comes to the tangled web of red tape that’s part and parcel of most organizations.

In this helpful — and still relevant — Whiteboard Friday episode from autumn 2018, MozCon speaker Heather Physioc shares her tried-and-true methods for building yourself a toolkit that’ll help you tear through roadblocks to get your work implemented.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

What up, Moz fans? This is Heather Physioc. I’m the Director of the Discoverability Group at VML, headquartered in Kansas City. So today we’re going to talk about how to build your red tape toolkit to overcome obstacles to getting your search work implemented. So do you ever feel like your recommendations are overlooked, ignored, forgotten, deprioritized, or otherwise just not getting implemented?

Common roadblocks to implementing SEO recommendations


If so, you’re not alone. So I asked 140-plus of our industry colleagues the blockers that they run into and how they overcome them.

  • Low knowledge. So if you’re anything like every other SEO ever, you might be running into low knowledge and understanding of search, either on the client side or within your own agency.
  • Low buy-in. You may be running into low buy-in. People don’t care about SEO as much as you do.
  • Poor prioritization. So other things frequently come to the top of the list while SEO keeps falling further behind.
  • High bureaucracy. So a lot of red tape or slow approvals or no advocacy within the organization.
  • Not enough budget. A lot of times it’s not enough budget, not enough resources to get the work done.
  • Unclear and overcomplicated process. So people don’t know where they fit or even how to get started implementing your SEO work.
  • Bottlenecks. And finally bottlenecks where you’re just hitting blockers at every step along the way.

So if you’re in-house, you probably said that not enough budget and resources was your biggest problem. But on the agency side or individual practitioners, they said low understanding or knowledge of search on the client side was their biggest blocker.

So a lot of the time when we run into these blockers and it seems like nothing is getting done, we start to play the blame game. We start to complain that it’s the client who hung up the project or if the client had only listened or it’s something wrong with the client’s business.

Build out your red tape toolkit

But I don’t buy it. So we’re going to not do that. We’re going to build out our red tape toolkit. So here are some of the suggestions that came out of that survey.

1. Assess client maturity

First is to assess your client’s maturity. This could include their knowledge and capabilities for doing SEO, but also their organizational search program, the people, process, ability to plan, knowledge, capacity.

These are the problems that tend to stand in the way of getting our best work done. So I’m not going to go in-depth here because we’ve actually put out a full-length article on the Moz blog and another Whiteboard Friday. So if you need to pause, watch that and come back, no problem.

2. Speak your client’s language

So the next thing to put in your toolkit is to speak your client’s language. I think a lot of times we’re guilty of talking to fellow SEOs instead of the CMOs and CEOs who buy into our work. So unless your client is a super technical mind or they have a strong search background, it’s in our best interests to lift up and stay at 30,000 feet. Let’s talk about things that they care about, and I promise you that is not canonicalization or SSL encryption and HTTPS.

They’re thinking about ROI and their customers and operational costs. Let’s translate and speak their language. Now this could also mean using analogies that they can relate to or visual examples and data visualizations that tell the story of search better than words ever could. Help them understand. Meet them in the middle.

3. Seek greater perspective

Now let’s seek greater perspective. So what this means is SEO does not or should not operate in a silo. We’re one small piece of your client’s much larger marketing mix. They have to think about the big picture. A lot of times our clients aren’t just dedicated to SEO. They’re not even dedicated to just digital sometimes. A lot of times they have to think about how all the pieces fit together. So we need to have the humility to understand where search fits into that and ladder our SEO goals up to the brand goals, campaign goals, business and revenue goals. We also need to understand that every SEO project we recommend comes with a time and a cost associated with it.

Everything we recommend to a CMO is an opportunity cost as well for something else that they could be working on. So we need to show them where search fits into that and how to make those hard choices. Sometimes SEO doesn’t need to be the leader. Sometimes we’re the follower, and that’s okay.

4. Get buy-in

The next tool in your toolkit is to get buy-in. So there are two kinds of buy-in you can get.

Horizontal buy-in

One is horizontal buy-in. So a lot of times search is dependent on other disciplines to get our work implemented. We need copywriters. We need developers. So the number-one complaint SEOs have is not being brought in early. That’s the same complaint all your teammates on development and copywriting and everywhere else have.

Respect the expertise and the value that they bring to this project and bring them to the table early. Let them weigh in on how this project can get done. Build mockups together. Put together a plan together. Estimate the level of effort together.

Vertical buy-in

Which leads us to vertical buy-in. Vertical is up and down. When you do this horizontal buy-in first, you’re able to go to the client with a much smarter, better vetted recommendation. So a lot of times your day-to-day client isn’t the final decision maker. They have to sell this opportunity internally. So give them the tools and the voice that they need to do that by the really strong recommendation you put together with your peers and make it easy for them to take it up to their boss and their CMO and their CEO. Then you really increase the likelihood that you’re going to get that work done.

5. Build a bulletproof plan

Next, build a bulletproof plan.

Case studies

So the number-one recommendation that came out of this survey was case studies. Case studies are great. They talk about the challenge that you tried to overcome, the solution, how you actually tackled it, and the results you got out of that.

Clients love case studies. They show that you have the chops to do the work. They better explain the outcomes and the benefits of doing this kind of work, and you took the risk on that kind of project with someone else’s money first. So that’s going to reduce the perceived risk in the client’s mind and increase the likelihood that they’re going to do the work.

Make your plan simple and clear, with timelines

Another thing that helps here is building a really simple, clear plan so it’s stupid-easy for everybody who needs to be a part of it to know where they fit in and what they’re responsible for. So do the due diligence to put together a step-by-step plan and assign ownership to each step and put timelines to it so they know what pace they should be following.

Forecast ROI

Finally, forecast ROI. This is not optional. So a lot of times I think SEOs are hesitant to forecast the potential outcomes or ROI of a project because of the sheer volume of unknowns.

We live in a world of theory, and it’s very hard to commit to something that we can’t be certain about. But we have to give the client some sense of return. We have to know why we are recommending this project over others. There’s a wealth of resources out there to do that for even heavily caveated and conservative estimate, including case studies that others have published online.

Show the cost of inaction

Now sometimes forecasting the opportunity of ROI isn’t enough to light a fire for clients. Sometimes we need to show them the cost of inaction. I find that with clients the risk is not so much that they’re going to make the wrong move. It’s that they’ll make no move at all. So a lot of times we will visualize what that might look like. So we’ll show them this is the kind of growth we think that you can get if you invest and you follow this plan we put together.

Here’s what it will look like if you invest just a little to monitor and maintain, but you’re not aggressively investing in search. Oh, and here, dropping down and to the right, is what happens when you don’t invest at all. You stagnate and you get surpassed by your competitors. That can be really helpful for clients to contrast those different levels of investment and convince them to do the work that you’re recommending.

6. Use headlines & soundbites

Next use headlines, taglines, and sound bites. What we recommend is really complicated to some clients. So let’s help translate that into simple, usable language that’s memorable so they can go repeat those lines to their colleagues and their bosses and get that work sold internally. We also need to help them prioritize.

So if you’re anything like me, you love it when the list of SEO action items is about a mile long. But when we dump that in their laps, it’s too much. They get overwhelmed and bombarded, and they tune out. So instead, you are the expert consultant. Use what you know about search and know about your client to help them prioritize the single most important thing that they should be focusing on.

7. Patience, persistence, and parallel paths

Last in your toolkit, patience, persistence, and parallel paths. So getting this work done is a combination of communication, follow-up, patience, and persistence. While you’ve got your client working on this one big thing that you recommended, you can be building parallel paths, things that have fewer obstacles that you can own and run with.

They may not be as high impact as the one big thing, but you can start to get small wins that get your client excited and build momentum for more of the big stuff. But the number one thing out of all of the responses in the survey that our colleagues recommended to you is to stay strong. Have empathy and understanding for the hard decisions that your client has to make. But come with a strong, confident point of view on where to go next.

All right, gang, these are a lot of great tips to start your red tape toolkit and overcome obstacles to get your best search work done. Try these out. Let us know what you think. If you have other great ideas on how you overcome obstacles to get your best work done with clients, let us know down in the comments. Thank you so much for watching, and we’ll see you next week for another edition of Whiteboard Friday.

Video transcription by Speechpad.com

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