Marketing Midday - November 14, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. In this post, we discuss
five top headlines:
1. Are social media signals – likes, follows, shares, and links from posts – still ranking factors on Google?
2. Should your brand be active on Tumblr? Gen Z makes up 48% of active Tumblr users, making Tumblr another platform to reach this important demographic.
3. Company executives often care most about how marketing efforts will affect the company’s bottom line. Which KPIs should you be prepared to share?
4. Billboards and out-of-home digital advertising are dead, right? Not entirely. Just last quarter, out-of-home advertising spend topped 2.6 billion dollars.
5. 75% of shoppers say they’re more likely to buy from a company that knows their name and purchase history, confirming that relationship marketing is essential for B2B lead generation.
Are Social Media Signals a Ranking Factor?
Are social media signals a Google ranking factor? According to Search Engine Journal, Google believes social profiles are important, especially to local businesses. Google gathers information from social profiles, along with other sources, to give potential customers a complete view of a business.
However, does this mean that social engagement leads to better rankings? In 2021, John Mueller, a search advocate at Google, confirmed that social signals do NOT affect Google search rankings.
Should Your Brand Be Active on Tumblr?
Tumblr is a microblogging platform for sharing photos, music, video, links, quotes, GIFs, text, and other multimedia. Users follow each other’s updates and create custom feeds based on interests.
Unlike many other social media profiles, Tumblr profiles are highly customizable. According to Search Engine Journal, 48% of active Tumblr users are Gen Z, making it another avenue to reach this important demographic.
For brands that don’t have video capacity and are struggling to keep up with TikTok, Tumblr could be a great way to reach Gen Z.
Which KPIs Should You Share With Company Executives?
Which marketing metrics should you be prepared to share with company executives? Hubspot interviewed executives from several iconic brands to see which metrics mattered most.
- Reach and leads were popular among executives whose company goals were revenue and reach specific.
- Number of marketing-qualified leads was important for execs who tracked leads from the marketing department and conversions from the sales department.
- Lastly, return on investment (ROI) and brand strength were important to almost all execs. Only 5% of buyers are in the market at a given time, so brand strength allows companies to ensure they are creating a pull for decision-makers, now and in the future.
Is Out-of-Home Advertising Dead?
Online advertising has dominated the past two decades, but according to Marketing Dive, out-of-home advertising is making a rebound.
Out-of-home advertising includes any type of advertising experienced outside of the home, including billboards, wallscapes, and posters seen by consumers on the go. With the rise of online ad blockers and tighter government regulation around third-party data, it’s harder than ever for marketers to reach the right audience online. Out-of-home advertising boasts a recall rate of 47%, surpassing the mobile recall rate of 35% and TV rate of 22%.
Will out-of-home advertising be part of your 2023 marketing plans?
Is Relationship Marketing Important?
According to Top Rank Marketing, relationship marketing is the strategy of cultivating meaningful relationships with customers to ensure long-term satisfaction and brand loyalty. Content is the currency of relationship marketing, because creating something of value to a specific audience brings those individuals into your brand’s view.
The benefits of building relationships with B2B content include:
- More qualified leads
- Stronger relationships to weather tough times
- Shoppers are more likely to buy from a company that knows them
- Marketers gain deeper insight into their target audience
- Well-liked brands can charge premium prices
B2B brands that focus on creating connections with their customers will lead the way as business becomes more complex, more digital, and more impersonal.
Keep Up With the Latest Digital Marketing Headlines
Those are our top 5 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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