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Introduction
This Week In The Entrepreneurs Newsletter
This week you'll find articles that lean more into the steps that businesses can take to strengthen their brand presence. Regardless of your market or stage, you are in your brand journey.
There are so many shifts and changes happening within business ownership and engaging with the public. It is a good time to review how we go about our business. The new best practices and processes for strengthening your brand presence.
As always... Operate with strategy and purpose to get the results that you need for your business.
For those that like to skim for relevant articles of interest. Here is a list of what you can expect to see.
- Google Ads brings image extensions to desktop devices
- Consumer research differentiates brands this holiday season
- MOPs Rundown: Maximize your resources during a time of peak capacity
- The cost of ignoring website accessibility
- How to Create a Product Launch Email [Outlines + Templates]
- 6 Key Stats That Point to the Future of Marketing
- Pinterest Acquires Video Editing App Vochi to Expand its Creation Tools
- Instagram Adds Custom Text to Link Stickers, New Color Options for Your Stories Links
- B2B Keyword Research Done Right With Practical Examples
- Web Design Practices That Frustrate SEO Pros
- Tag Pages & Content Tagging For SEO: A Complete Guide
Thank you for subscribing and your interest in the articles being curated. I hope that you find them useful. If there are things you'd like to see more of or less of. Please don't hesitate to let me know. Your feedback matters. Simply reply to the email and submit. I'll do my best to address them.
Advertising Tips
Google Ads brings image extensions to desktop devices
Google Ads will begin rolling out image extensions to desktop devices in the coming weeks, the company announced Tuesday. This update also applies to dynamic image extensions.
Why I care:This addition to Google Ads is one that has a chance of increasing engagement by adding in the visual to ads. The feature will be a plus for businesses with products to sell. Selecting the right product shot for your image will be a difference-maker next to plain text ads.
Added bonus you can take advantage of Google's stock image library. If you don't feel like you have the best images. You can still benefit from the feature. The addition to a desktop will be a plus for those people who are doing more purchases online. Knowing not all orders are made through mobile.
Brand Building Strategies
Consumer research differentiates brands this holiday season
Shopping insights reveal ‘new normal’ shopping trends that may be here to stay - and tactics leading brands should implement now.
Tis’ the season to send our current year packing with a swift kick and start the new year off on a high note. And brands that are doing precisely that this holiday season are arming their teams with the most accurate, real-time consumer research possible. Let’s see how that looks and ways your brand can still take advantage of opportunities that consumer research has to offer this holiday season.
Why I care: This is going to sound completely off the wall but there have been some benefits to the pandemic. Consumers took the time to level up and educate themselves. They're not just sticking with the same brands out of habit. The pandemic has shown consumers how people and brands respond to a time of crisis.
This means small to mid-size businesses have an opportunity to compete in ways that they weren't able to do before. Now is the time to take note of the consumer behaviors and create strategies for not only creating brand awareness but brand engagement. Starting the conversations that get you and or your clients into the mix when buying decisions are being made.
Helpful Tips
MOPs Rundown: Maximize your resources during a time of peak capacity
Here are some actionable best practices if you're facing crunch time — or a slow down.
There’s one thing we all have in common: The desire to maximize the impact of our marketing operations. Whether you’re gearing up to hit peak capacity or planning for a slowdown, here are a few best practices to follow.
Why I care: Whether it is the pressure of clients trying to move things from their to-do list to yours or you feeling overwhelmed for your own projects. Having a plan and the ability to prioritize what's going to move the needle most effectively is crucial.
I'm sharing this article because it not only speaks to being overwhelmed but underwhelmed. How best to manage your time for the busy and slow moments in business. These are the moments that show what you're made of internally and externally.
The cost of ignoring website accessibility
Non-compliant sites are vulnerable to lawsuits, but SEOs can help protect them by advocating for accessibility, which can serve both differently-abled audiences as well as your business goals.
Search engine optimization and optimizing for accessibility are about doing what’s right for the user. While that is a shared objective, the business case for investing in SEO may be easier to understand than the case for improving your site’s accessibility.
Why I care: Accessibility is changing workflows for more than just website designers and developers. The demands for accessibility and inclusion of differently-abled audiences are driving changes across the board. This includes SEO, Marketing & Brand Messaging.
Knowing the how and the why people are getting letters for lawsuits helps everyone take a closer look at the part they play. I'm sharing this article to continue the conversation around accessibility. Where you fit in the process. What steps you can take to not just protect your clients but yourself from being culpable in excluding a growing portion of audiences. There's niching and then there's exclusion. One will win you business and the other can cost you your business.
Products & Services
How to Create a Product Launch Email [Outlines + Templates]
Learn the steps for writing different types of product launch emails, including suggestions for your product launch email subject lines.
Why I care: The end-of-year focus has to be on growth and evolution. Heading into the New Year with a clear strategy and approach.
I'm sharing this article because it addresses how to market a product launch. Whether it is something that you already had in the works. A solution that you discovered has enough of an audience to invest in addressing. You'll have what's needed to put together an email marketing announcement and a strategy to go with it.
Specifically, free templates for those whose pockets have been tapped by Black Friday and holiday purchases. You can still make strides without spending by using these templates.
Marketing Strategies
6 Key Stats That Point to the Future of Marketing
What will the future of marketing look like? Explore current trends and 6 key stats that point to what content marketers can expect in 2022 and beyond.
Why I care: I'm sharing this article because it covers future marketing stats that could be customized to your marketing strategy. My goal is to look beyond one-size-fits-all recommendations to things that can help different businesses. Regardless of your industry or the stage, you're at in your business.
This article speaks to the customer journey, Where and how you can choose to engage with your target audience. Whether you have a larger or smaller budget.
Pinterest Acquires Video Editing App Vochi to Expand its Creation Tools
As part of its broader push into video content, Pinterest has announced the acquisition of video editing app Vochi, which enables users to easily add effects to their clips.
Why I care: Consumer perception is everything when you're a brand. Pinterest saw a significant increase in users during the pandemic drop as things opened back up. Now it's making a play to change the perception of it's only for pictures. Opening the door for more users and marketing.
If Pinterest isn't on your radar as a viable option in your marketing mix. It is worth reconsidering that strategy. The use cases for this new version of the app will only increase. As will the partnerships with brands looking to capitalize on the less saturated marketing environment.
Instagram Adds Custom Text to Link Stickers, New Color Options for Your Stories Links
Here’s a handy update for your Instagram marketing efforts – today, Instagram has added the capacity to add custom text to link stickers, while you can also choose from a range of color options for the sticker display in your Stories.
Why I care: Sticking with the theme of marketing on a budget. Instagram adding custom text to link stickers is a win for SMBs seeking clicks. It allows marketers to change the verbiage to resonate with their audience. Increasing the chance of engagement.
For those marketing products on a budget, this is a useful addition. One more reason to consider Instagram in your social media marketing strategy. One that I recommend to my eCommerce clients. It's a great way to make announcements and repurpose content.
Search Engine Optimization/SEO
B2B Keyword Research Done Right With Practical Examples
Struggling to find keywords with specificity but also enough volume to drive traffic? Check out these B2B keyword research tips & modifiers.
B2B keyword research works best with precise targeting, low search volumes, and a healthy dose of creativity.
Why I care:B2B is a different beast. You're talking to a different audience with more specific needs. Chasing volume isn't going to get you to the decision-makers. At best you may get to the one implementing and using the product/service.
I'm sharing this article because it provides some solid keyword research tips. It also helps to highlight why the approach has to be different than pursuing consumers.
Web Design Practices That Frustrate SEO Pros
Search engine marketing professionals working with web developers know the frustration of communicating the importance of SEO requirements.
When the user experience is less than ideal, the page will not perform as expected in search engine results. Meeting search engine criteria in today’s digital environment is never a once-and-done exercise.
Why I care: Whether you're a new business just starting out or an existing business facing stagnation. It can be tough competing for organic traffic. Especially when your website isn't structured in a way to help you.
Most business website owners aren't thinking about SEO when they're getting their website built. Unless you're partnering with a quality web designer. Chances are they're not holding you to SEO standards during the design. If they offer the service that's something they're saving their best tips and tricks for in an offering.
I'm sharing this article because it gives entrepreneurs and website owners a frame of reference to consider when thinking through initial builds and rebuilds of their websites. Build a website that gets conversions based on the user experience and bots ability to navigate it and promote it.
Tag Pages & Content Tagging For SEO: A Complete Guide
Tagging can benefit SEO, personalization, and UX when done correctly. Avoid the pitfalls with this complete guide to tagging SEO.
A tag is a keyword or term assigned to a piece of information to help describe what it is about and make it easy to locate.
Why I care: This article explores examples of tagging for SEO and how it’s not only used for search optimization. There are personalization, advertising, automation, analytics, and user experience benefits to tagging, as well.
Consultation
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