Top marketing experts predictions for 2017

Anyone can predict the future – it’s being accurate that’s the hard part. After all, Back to the Future promised us Hoverboards by 2015 and that didn’t happen. Not that we’re bitter about it.

Bearing this in mind, High Profile Enterprises have scoured the ‘net, searching for 2017 predictions from people who actually know what they’re talking about. Forget flying cars and entire meals in pill form- these predictions might actually come true.

Marketing experts predictions

SEO

SEO predictions – what to expect from search and content marketing in 2017

Every time Google makes a major change, so-called experts cry about the death of SEO. Well, it hasn’t happened yet, and 2017 doesn’t look any different. In fact, Search Engine Optimisation will become an even more important skill to have in your organisation in the coming year.

In January Google will begin to add warnings to websites in Chrome that are not using https (secure certificate). This will affect password options and credit card options and will have a bold “Not Secure” notification

Actionable guide to SEO in 2017

Another excellent guide to SEO in 2017. Focusing on the basics and what you should be doing right now to prepare for the next 12 months and Google’s upcoming changes.

How to Craft a Remarkable SEO Strategy for 2017 – Whiteboard Friday

This coming year promises to be huge for our industry, and there’s a lot to consider when planning 2017. In this Whiteboard Friday, the ever-excellent Rand Fishkin outlines how to craft an SEO strategy to help you and your business survive and adapt to the coming changes.

Moz 2017 SEO strategy

Social Media

4 Twitter fixes Jack Dorsey says he’ll consider in 2017

Twitter certainly had its problems in 2016, and what better way to fix something than to ask the people who use it. Twitter chief executive Jack Dorsey issued a public call for feedback on what his company could be doing better, and people weren’t shy about telling him.  [Read more…]

The Top Inbound Marketing Predictions for 2016

Welcome to the New Year!

So that you can get off to a flying start in 2016, we’ve hand picked a selection of blog articles focused on the trends and marketing predictions for the year ahead. As usual, we’ve done the digging so you can sit back and learn.

Nothing ever stands still in the world of SEO, and as new Google updates roll-out we all need to stay up with the play. Let the experts get you up to speed in the first 3 posts. Their predictions touch on a range of areas, many that you could try implementing into your tactics for the year.

Following that you’ll be into the Content Marketing posts. Content Marketing has been heavily discussed in the last few years and the trend continues. However it is time to stop paying lip service to content, roll up the sleeves and actually start producing. And in a strategic way. It’s not just about pumping out post after post on your blog and these articles talk about some of the actions you can take.

We then widen the scope a bit and present a series of general marketing posts. Predictions, trends, marketer’s favourite tools – you’ll find them all here, plus some B2B predictions too.

Lastly, we come back to Social Media – how could we leave that out! Find out what the experts think is important for the year ahead and ponder whether your social media strategy is still up to date, or in need of a 2016 refresh.

Click on the titles to read the posts and enjoy!

Summertime 2016

Enjoying the Kiwi Summer. Best Wishes for 2016.

SEO:

10 Predictions for 2016 in SEO & Web Marketing

Rand Fishkin from MOZ offers up his top 10 predictions for 2016, plus you can check in with how accurate he was last year with his 2015 predictions.

My prediction is that, on average, across Google’s billions of daily searches, even accounting for searches that generate multiple clicks, less than 70% of searches result in at least one click on an organic result.

Three simple resolutions on how to do better SEO in 2016

As you may well know, SEO is a complex topic and there are a huge array of ranking factors. Josh McCoy has kept it simple in this post and he focuses on 3 pillars of SEO for 2016: content, link earning and the ‘experience’. Success is often about gaining clarity and focus and you’ll find that here.

SEO trends in 2016: What do the experts predict?

Integrated SEO, changes in the look of page one google results, penguin becoming real-time, schema going from strength to strength…..these predictions will get you thinking about how you ensure your brand stays near the top of search results during 2016 and beyond.

Google’s Penguin algorithm is likely to also create a fair amount of chatter in early 2016 – so brace yourselves!

Content Marketing:

How An Integrated Approach Can Help You Become Content Marketing Royalty in 2016

In this post from toprankblog.com, Ashley Zeckman argues that the key to becoming content royalty in 2016 is taking an integrated approach to content marketing, or a “content plus” model. In other words, you produce your content but you integrate it with your SEO, your social, your influencers, and your online advertising.

21 Content Marketing Predictions for 2016

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The Wrap – Top Inbound Marketing Posts Volume 2

Welcome back to ‘The Wrap’ where we strive to bring you the very best and most recent posts on inbound marketing. Our aim is to provide you with the most current and relevant information that you may find useful for your business.

In this edition of ‘The Wrap’, there is plenty for everyone including:

  1. Marketing tips and tools, using inbound marketing for your business, and traffic generation
  2. The SEO experts who show us some interesting tasks and tools, and we also get some early test results on Google’s mobile friendly update
  3. LinkedIn, Google+ and Twitter insights, tasks and tools
  4. A couple of posts which may help you with optimising and converting your landing page/s into serious leads

Click on the titles to read the posts.

Whakatane River Mouth, Bay of Plenty

Whakatane River Mouth, Eastern Bay of Plenty

Content Marketing

18 Powerful WordPress Plugins For Bloggers And Content Marketers

Have you ever wondered which WordPress plugins could help your content marketing efforts?

Here you’ll find a useful collection of WordPress plugins that could help you with your content marketing efforts. It is quite long but author, Adam Connell, has broken them down into categories so that you can access the relevant sections of interest to you. It’s worth taking a look if for no other reason than to discover what WordPress plugins are available and how they might help you.

How I Used Inbound Marketing to Build My Business

Some valuable insights here from Kristi Hines on how to use inbound marketing for your business. Kirsti also provides a list of tools that you may find useful to manage your inbound leads.

Inbound marketing can work for businesses in all industries. To make it work for yours, you first need to know three things:

  • Who your customers are
  • What your customers need
  • Where your customers hang out online

Infographic: 14 Online Marketing Tips to Improve Design, Content & Conversions

Ashley Zeckman shares this inspiring infographic depicting online marketing tips and insights from industry experts on ways to improve design, content, traffic and conversion.

In our eBook “Winning with Authority – 15 Experts on Integrated Online Marketing”, we pulled together advice from trusted thought leaders in the marketing field. Now we present you an infographic with even more insights from the industry experts that will be presenting at the upcoming Copyblogger Authority Rainmaker conference.

What’s the Difference Between a Professional Writer and a Content Marketer?

This is a great question and one that I’ve pondered myself from time to time. Sonia Simone fills us in on the difference and shares five important …

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How an inbound marketing strategy can double your revenue (with full strategy)

This post is a comprehensive case study that details a project which High Profile Enterprises has been working on since early 2011. It details not only website growth but also increased revenue and gives a full blow by blow account of each element of the full strategy. It was first published here on the TrinityP3 blog.

In late 2010 Darren Woolley, MD of TrinityP3 decided to take an informed risk. He believed that the future of business was tied to inbound marketing strategies – particularly SEO, content marketing and social media.

Out the window went traditional advertising, lead generation services, cold calling and paid search engine marketing.

TrinityP3 embarked on an integrated inbound strategy in early 2011. These are the results of this bold move and I will share a blow by blow account of the strategies used for TrinityP3 to more than double its revenue in just 3 years.

Taking a gamble on inbound marketing

The ROI for digital marketing

There is a lot of debate about the return on investment for digital marketing strategies, particularly when it comes to content marketing and social media marketing. At the end of 2014 we published a 27,000 word ultimate guide to assist marketers in navigating the tricky waters of digital marketing.

Many experienced marketers struggle to identify the important metrics and to demonstrate real value from their efforts. There is so much conflicting information out there that it can be difficult to work out who really knows what they are talking about.

In May 2013 I published this post which tracked the correlation between 300% website visitor growth and an increase in revenue of 38% for TrinityP3.

Considering the GFC and tough conditions in the business environment at the time, this was a very useful demonstration of the effectiveness of inbound marketing when all elements are managed carefully.

It is now time to share with you what we have worked on, our processes and strategy and what the results look like in real terms – increased revenue.

So, we are sharing our “secret sauce”.

Are we crazy to give away the step by step process to achieve B2B growth through inbound marketing?

Not at all. If you are a regular reader of this blog you will already understand our commitment to sharing the knowledge. “Knowledge is power” has been a philosophy for TrinityP3 right from the start (15 years ago) and the new connected web offers exceptional opportunities to help others and to build a reputation for thought leadership by sharing insights.

More on that later. First up I will share our analytics and financial results and then I will give a comprehensive account of how we achieved this.

[Read more…]

100 ideas and topics to make your blog sizzle

This post is my response to a couple of the biggest challenges many of our clients face when it comes to creating great content for their blogs.

The two challenges are:

… you don’t have time…

… you don’t know what to write about…

A successful business owner always has something to do, so not having time is the norm. Think of your blog as income generating – you need to make time for it.

In this post I want to concentrate on the second answer – you don’t know what to write about.

What if I was to give you an easy solution?

Ideas and topics for blogs

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20 top web marketing posts – The Weekend Wrap Vol 22

Boom! Matt Cutts from Google drops a bomb that shifts the SEO world on its axis!

How does this affect your web marketing strategy?

And that’s just the beginning – this roundup of the best from the web includes my nomination for the content marketing “post of the year” to date, as well as a scathing analysis of the fall from grace that Facebook is experiencing with B2B marketers.

Plus it’s that time where the SEO experts gaze into their crystal balls and tell us what Google is likely to do this year (good luck with that!).

As a bonus we have some very cool User Experience examples, the lowdown on both meta descriptions and introductions, the best in content marketing tools, a very useful technical SEO plan, and why you might consider jumping from Facebook to Google+ and much more.

Enjoy…

Ohope Beach New Zealand

Ohope Beach looking a bit moody – much like many link building scalers after Matt Cutts’ announcement…

 

Search Engine Optimisation

Keep Writing Quality Content: SEO Bloggers React To Matt Cutts’ Claim “Guest Blogging Is Dead”

The big news in SEO this past week has been Matt Cutts – head of Google’s Webspam Team announcing on his blog that “guest posting for SEO is over”. Although the spammy end of guest posting has been in Google’s sights for some time now the way it was announced was a little surprising. I know we are all sick of those barely coherent offers of guest post junk but this announcement angered a lot of top marketers as well with its broad sweeps. Cue this post from Search Engine Land which asked several top SEO bloggers for their views.

Matt Cutts Declares Guest Blogging “Done” … Are We All Screwed?

This one from Copyblogger responds to Matt Cutts comment in his post:

So stick a fork in it: guest blogging is done; it’s just gotten too spammy.

So the responses and debate flew and many larger media organisations felt the need to counter the inference that all guest blogs are spam… not happy!

Time for Guest Blogging With a Purpose

This response from Jen Lopez on Moz points out the differences between what Matt Cutts was actually talking about and high quality multi-contributor blogs. Guest post with a purpose other than gaining a contextual anchor text link in the body. Think about branding, credibility, traffic, visibility, authorship. And Jen also gives a few tips to help your strategy stay on the right side of any future algorithm update.

Google Propaganda, SEO and Why Marketers Need to Wake Up

This last one which takes the Google announcement and really runs with it is a great piece by the often provocative Rae Hoffman.

And now, we’ve added sites who allow guest posts to the chopping block. And if you think webmasters aren’t running around – right as you’re reading this post – disavowing legitimate sites where they have legitimate, useful guest posts (I’m not talking “made for guest posts” sites here people) then your head is buried in the sand.

A scathing missive on Panda, Penguin, bullying tactics and hypocrisy. Don’t miss it!
[Read more…]

What does Google Hummingbird mean for Marketers?

This post was originally published on the TrinityP3 Blog.

There has been a massive shift in the way search works over the past couple of years. You could say that the internet is starting to grow up a bit. And one of the biggest innovations in search has been rolled out in the last couple of months – a new algorithm known as Google Hummingbird.

Let’s take a look at a bit of background first.

Any major changes in search will have a significant impact on anything else in the digital marketing field. Google rules the kingdom and when Google makes changes everyone takes notice and adjusts strategy – or they should.

There are very few platforms on the web that can afford to thumb their noses at the search giant. Every day you are using more of their products – just think about it – Gmail, Chrome, Analytics, Webmaster Tools, Google+, Google Places, Google Maps, YouTube, Adwords, Search, Picasa, Android, Google Drive…

Google Hummingbird

Why has Google changed the face of the web and why should you care?

Google’s business model is based to a large degree on selling advertising. Yes, those ads that appear in the top three positions. Those ads that run down the right side of your search results. Those “Shopping” results with images and prices that look a lot better than the plain, old text results.

The reason they are so successful at selling these ads is their complete dominance of the “organic search” space. No one can come close – Bing and Yahoo trail miserably behind and as much as people like the idea of DuckDuckGo it really is nowhere near being a viable threat.

Now comes the balancing act – Google wants to increase revenue but does not want to sacrifice a reputation for offering the most accurate answers for any given query. This is across billions of searches and a potential series of results based on billions of web pages.

As soon as Google becomes seen as purely an advertising network their value is gone. Searchers must continue to see the most relevant web pages served up or they will go elsewhere.

Organic search delivers this accuracy which is why it is trusted above the paid results. Anyone can pay for a position but organic placement must be earned.
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The return of the Weekend Wrap – Vol 21 – Web Marketing insights

It’s been a while since we collected a bunch of exceptional posts from our favourite sites about SEO, Content Marketing, Social Media, Conversion Rate Optimisation and all the other stuff that makes the online space so fascinating and challenging. Well, we’re back with some incredible Web Marketing insights that you will find riveting, educational, informative and thought-provoking, so much so that you will (hopefully) want to share with others. If you want your skills, your website or your business finely tuned and operating at maximum potential join  us for the best of the week!

First up is our gorgeous winter sunset over Ohope Beach. Spring flowers are everywhere and with summer on the way, we can’t wait for swimming, margaritas and BBQs.

Ohope Beach Bay of Plenty

Storytelling is the buzz word we hear everywhere, but it’s nothing new!  Going back in time we can see that cavemen were actually the first storytellers (and the infographic masters) with their cave paintings that told their story 40,000 years ago, giving us an insight into how they lived.  Modern storytelling is a main part of our lives as it educates, informs, enlightens and entertains, interprets your experiences and above all, communicates information.

If you need any proof of this, work your way through the posts below and you will be convinced of the benefits for your business and how you can weave your story into all your online communciations.  Some seriously good reads here.

Our SEO sections looks at why we should be embracing Google+, more on links, getting back to basic SEO and why… and the Ultimate Guide to SEO for eCommerce sites.

Why is social medial the new paradigm and what happens if we don’t get on board?  We can really learn a whole lot from Generation Y who are mastering this space and making a big societal impact with their knowledge of technology.

Last but not least two great posts on conversion rate optimisation, why we need landing pages and how crucial the speed of your website is.

 

Content Marketing

3 Ways to Get What You Want by Giving People What They Want

The masters of content give us some very valuable information in this post about marketing and connecting your product or services to consumers’ desires, the psychology behind it and how to turn your customers into unstoppable evangelists at the same time.

This Will Be The #1 Business Skill Of The Next 5 Years

Everyone loves them, everyone tells them, they have been around since the beginning of time and they are unique in their cause and effect. Stories continue to entertain, surprise, delight, enlighten, create indelible memories and cause us to make changes. What is different about stories now is the way they are being used for business and the opportunities storytelling creates – we are told it’s a skill we need to master.

The New Rules Of Content Marketing

With the emergence of digital, social and mobile platforms producing an explosion of content, the most important element of content marketing is “creating engaging and effective stories.” The word from Michael Brennan is…

give your buyers engaging, compelling, thoughtful stories and they will gladly give you their attention, respect, and business:

(heard this before somewhere)??
[Read more…]

120 strategies to promote your business blog [Infographic]

Promoting a blog (or website) has become increasingly complex.

It is now not particularly useful to simply hit the publish button and expect the world to embrace your creative genius.

To promote your business blog effectively you need to understand a large range of disciplines from SEO to Social Media, from User Experience to Conversion Rate Optimisation, from Email Marketing to Content Promotion, from Open Graph Tags to Authorship…

And much more.

Business blogging image

ROI on content marketing and blogging strategy

I recently created a post for a client site which described our comprehensive content strategy and which demonstrated the relationship between growth in website visitors and growth in revenue.

In other words it dispelled the myth that digital marketing ROI is impossible to measure. You can read the post here.

So, you can measure ROI but the road to increased revenue is often a long and intensive process.

Missteps along the way can lead to a slowing down or even a reversal of progress so you need to understand the common mistakes in Content Marketing in order to avoid some of the many pitfalls.

In the end it all comes down to a bit of effort to learn how content works online – what is necessary and what can be downright risky

As a business this is extremely important on a number of levels.

Avoiding the online marketing services cowboys

How can you possibly make a judgement about whether a particular supplier really understands the area they consult on without first having a reasonable understanding yourself?

It is very easy for agencies or consultants to simply baffle with technical jargon and buzzwords.

Are they offering case studies? Are they prepared to give contact details for a number of other clients? How do their own online efforts look? (and don’t accept any excuses about being too busy looking after their clients to have a decent website/social media presence/company search engine presence…)

OK, on with the 120 strategies Infographic.

The Infographic that is a part of this post was initially brought to my attention via a friendly outreach email from the creator – a digital marketing agency in The Philippines. I have to admit that I ignore a very large percentage of outreach emails – mainly because they have not bothered to check out our site first (despite saying they like the site) or because they are offering us SEO services ( to a company that specialises in SEO strategy) – you know the ones:

 I will provide customized website promotion solutions specifically tailored to every customer’s needs. I provide full-service of modern techniques and will follow the Panda, Penguin and Zebra update by Google geared towards increasing potential traffic and visibility of your website.

This one really cracked me up – this guy is offering SEO solutions that are friendly to Google’s Panda, Penguin and Zebra updates…

Shame that there is no such thing as the Zebra update. The Zebra Update was discussed (tongue in cheek) on some SEO blogs earlier in 2013 and several people started referring to a potential upcoming Google update against lower quality ecommerce sites as the Zebra (another black and white animal… geddit?)

Anyway I digress.
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Are you communicating with your audience – and is it still working for you?

Can you recall the words in this acclaimed hit by one of the most famous singer song-writers of the sixties – Bob Dylan?

The times… they are a-changin!   

The lyrics to this song captured the social and political upheaval of the ‘60’s and if you listen to the rest of the lyrics they are as relevant now in the social space that dominates our world today – as they were then – just look at the opening verse!

The times they are a changin

 

Come gather ’round people wherever you roam
And admit that the waters around you have grown
And accept it that soon you’ll be drenched to the bone
If your time to you is worth savin’ then you better start swimmin’
Or you’ll sink like a stone for the times they are a-changin’…

Well times are a-changin’ – are you??

The world is now connected in ways we could never have imagined ten or even five years ago. Information systems and the emergence of the Internet and online technologies have opened up ways of communicating with your audience and given you the opportunity to speak to your customer base in a way that has not been experienced until now!

Are you taking advantage of these technologies to speak to your customers?

This massive advance in technology and shift in communication portals has literally opened the doors to millions of customers who now shop online – what does this mean for you?

This revolution in technology affects us in more ways than we could ever imagine… as it not only changes the way we communicate, it also changes the way we position our business in front of our customers.

You need to be involved in the continually changing, evolving world of online marketing and actively learning, implementing and taking part in these new paradigms that are leading the changes.

for the times… they are a changing…

Think back to what your marketing strategy looked like ten years, five years, or even 12 months ago!

How were you talking to your customers then?

Are you still communicating with them the same way?
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Are you making these big content marketing mistakes?

Recent research reports all indicate that marketers are struggling with a number of elements around content marketing.

Many are spouting the old “Content is King!” adage but a large number are stalling when it comes to measuring results or understanding what is working and what is not.

The reasons for this confusion become very clear when we dig below the surface of a number of content marketing strategies.

So many of the fundamentals are missing that many brands are wasting their time and money.

Successful content strategy is not just about publishing blog posts. The requirements are a lot more complex than that so I have put together an overview of the most common mistakes I come across when reviewing and auditing websites.

Here are my top 8 content marketing mistakes in no particular order:

Content Marketing Mistakes

1.    Publishing is not frequent enough

You have a company blog and you have committed to creating and publishing content on a regular basis. All runs well for the first few months and then everyone who has signed on to write gets busy.

And one of the first things that gets left behind is the blog writing.

Your site drops from a couple of posts a week to maybe a monthly post and then you realize further down the track that no one has published for a couple of months.

Freshness and frequency are big ranking signals for Google (and let’s face it Google has more than 90% market share in New Zealand and Australia for search).

All of the momentum in content visibility that your early enthusiasm gained is slowly slipping away.

If we look at the potential of regular posting with my SEO hat on (and of course assuming the content is relevant and good quality), let’s say you have committed to just two 500 word posts per week.

That’s 4,000 keyword focused words a month and 8 new pages on your website.

Yes, that’s 48,000 keyword relevant words in your first year and 96 new pages on your site

Now take a look at your main competitors.

Can they compete with this amount of value?

2.    You are not delivering value

This one involves quite a major shift in mindset.

Not that long ago business talked about protecting IP. Business ensured that their methodologies or practices were kept away from any public forum out of a fear that competitors would use the information and take a slice of the pie.

Non-disclosure agreements anyone?

Well, the game has changed and those who understand how the new socially motivated consumer and business operates, are giving value on a consistent basis. Look at any of the major tech based startups in the past few years and see how much value they are sharing.

Step by step tutorials, cheat-sheets, free templates, white papers, training through webinars, free versions of browser extensions and online tools and much, much more.
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