Saturday, August 12, 2017

The Definitive Guide to Target Micro Influencers

Micro influencers are users of social media who have considerably smaller but more vibrant following when compared to macro influencers. They are people who specialize in a particular area and share social media content about their interests frequently.
Image credit: .mavrck.co

An Expertcity research estimated as many as 82% consumers are highly likely to follow the recommendations made by a micro influencer. In this article, we will show you some specific ways in which micro-influencers can be targeted.
Have a goal to start off
The first step is to understand the goal of the campaign and the sort of impact you expect from the micro-influencers on your campaign. It is very important to clearly understand the primary goal of the marketing campaign. This can help you figure out what you are looking for from your micro influencer.
There are several reasons for which campaigns can be run.
  • Raising the awareness levels for your product or brand.
  • Running a promotion for a new product.
  • Increasing conversions.
  • Introducing new product categories.
  • Remedying negative publicity.
Searching for Micro Influencers
Once your goals have been laid out, you can start on a plan for locating micro-influencers for the campaign.
  • Explore the potential of a dedicated influencer marketing tool to identify popular social media influencers to help you in this regard.
  • Use hashtags to identify potential micro influencers, using a tool like HootSuite.
  • Use Google Alerts to know about people who write regularly about products and topics relevant to you.
  • 86% influencers have a blog; leverage blogger outreach tools such as Alltop and FollowerWonk to engage them.

Evaluate the Micro Influencer’s Relevance
The micro-influencers relevance is one of the key metrics you need to examine.
  • Do they create content that is relevant to your area?  
  • Do they specialize in covering your industry?
  • Is the audience made up of people who have an interest in the particular industry?
  • Does their voice have a prominent, well-respected position in the industry?

Additionally, you should also examine the influencer’s relevance in a specific sub-category. Take for instance, one influencer may be an expert on automobiles in general. But for promoting electric cars, this influence may not be a direct shoo-in.
Engagement is the Key
One way to determine engagement rate is by calculating the average number of likes and comments in 5 of the posts. After doing so, make a calculation of the average number of likes and comments as a percentage of the total follower count. By calculating average engagement, you can spotlight the top influencers.  
To motivate micro influencers:
  • Reward them financially
  • Share online traction with them
  • Offer product giveaways
  • Offer commission on sales

A great way to up the engagement quotient with micro influencers is to engage in dialog with them on Google Communities, online forums, LinkedIn, and blog post comments. This also helps create a lot of shareable content, which will even motivate the micro-influencer to just broadcast along with your brand name.
Using these guidelines, you should be able to have a better idea as to how to target micro influencers.
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Tuesday, August 1, 2017

How to Get a High Paying PPC Job?

Well, you don’t necessarily require a lengthy resume, an advanced education or any hands-on experience to make an impact in the marketing field and get a highly paid PPC job. In fact, there is no need of a PPC degree. If you play your cards right, you can get your foot through the door with little to no professional experience.




Here are some tips which help you get your first big break in the PPC industry.


1. Be Visible & Create a Powerful LinkedIn Profile


Numerous individuals apply for jobs in search advertising but produce resumes that do not involve any pointers for hiring managers to gauge and understand their experience and level of expertize.


At this point, over half the resumes might be rejected after a simple search is conducted in your resume for the keywords suitable to the PPC vacancies.

You will have a very limited chance to qualify for the next round if a hiring manager cannot find any information related to Google AdWords, PPC or search advertising in your CV.
Here is a basic step that you can follow to improve your LinkedIn profile:


  • Visit your LinkedIn profile and hit “Ctrl + f”. Enter the phrase “AdWords” or “PPC” or “Search Marketing” to observe how often these words show up in your profile. In case they do not appear at all in your profile, then you must add them.
  • You need to make certain that you have the best possible skills recorded on your LinkedIn profile and that they are highlighted correctly.


For example, if you are searching for PPC Jobs in Dubai, then the following skills must be included to ensure that your profile is not prematurely filtered out from the selection-process.


  • PPC
  • SEM
  • Google AdWords
  • Online Advertising
Finally, you need to approach individuals to support you for these skills. Once your endorsements reach a certain level, your links will endorse you automatically.


2. Apply for the Right Position

Be practical and look for entry-level positions. You will not possibly be the only go ahead candidate for these, but starting from the bottom will permit you to hone your marketing skills and learn from senior PPCers.


If you only try for intermediate positions, you’ll face fierce competition and your chance of getting hired will be slim to none.


3. Master the PPC Advertising


Another essential thing to do is to join a PPC training course that helps you to get theoretical as well as practical knowledge of PPC advertising. You also have to master PPC by having an hands-on experience in various industries. Follow the steps mentioned below so as to get started on your PPC career and raise your chances of getting a high paying PPC job:


  • Practice as much as possible by creating a dummy account.
  • Have a deep knowledge of keywords, ads and landing pages.
  • Connect yourself with an agency that helps you work on real projects.
  • Learn optimization methods to optimize spending.
  • Understand how a sales funnel works.
  • Learn the various types of reporting.
  • Update yourself regularly on the latest marketing trends.


4. Mingle With the Experts

There is plenty of PPC content available online, so enroll yourself and begin with SEM blogs, live chats, and webinars. When involved in paid search, you should make use of a Feedly account in order to stay on top of industry news. This account enables you to familiarize yourself with the various new strategies and vocabulary that will intensify your overall knowledge of the field. Some of my favourites are Search Engine Land, Search Engine Journal, and PPC Hero.

Also constantly update yourself on new techniques and trends by following the #ppcchat conversation on Twitter. You can read the streamcap at any time, but if you wish to get involved, you will need to show up on Tuesdays at 12PM EST.


5. Go Prepared to Ask Questions

When an interviewer gives you the time to ask questions, they are actually giving you control of the conversation. Use this opportunity to your advantage.


Asking questions enable you to know more about your role or company so you can decide whether it is a good fit for you or not. It is also an opportunity to exhibit to the interviewer that you have done your research and have prepared for this interaction.


Avoid telling the interviewer that you don’t have any queries to ask under any circumstances. This is a huge red signal for employers. Employers want interactive candidates who are dedicated to learning more about the position.


The five tips given above will be likely to assist you in snaring the PPC job interview and get the PPC job of your choice.

Also See:

101 Free Resource for Learning Adwords

Saturday, July 22, 2017

Ask Question in Plain English to Google Analytics and Get an Answer!

If you spend lots of time looking through chunks of data under Google Analytics in order to get some information then there is a good news that can save your time.

What if you could ask a question to Google Analytics like "How many new users did we have from organic search on mobile last week?" ― and get an answer right away? 


Now, it's a possibility with Google Analytics. 





Now, you can ask a question to Google Analytics and get an answer immediately. Google will roll out this new feature in the next few weeks.




“Analytics Intelligence enables those users who aren’t too familiar with Google Analytics to access and make use of the data within their business’ account. Democratising data in this way can only be a good thing for everyone involved in Google Analytics!” - Joe Whitehead, Analytics Consultant, Merkle | Periscopix


Have a look at the below video to understand more about how you can ask a question to analytics and get an answer immediately:




Also See:

Google Analytics Hacks
How Does GA Collects Data From Mobile Apps?
10 Avinash Kaushik Videos for Learning GA
Automated Insights From Google
Analytics Interview Questions and Answers
5 GA Metrics that You Aren't Sure What They Mean
Google Analytics 360

Wednesday, July 5, 2017

4 Step Strategy to Performing Effective Market Research for Your SEO Campaign

Every SEO strategy starts with a good market research. Market research is a huge undertaking that often overlaps with user experience research. However, getting the time to learn the entire field of research can be difficult.



To ease the process, here are four simple steps that will help you gather market research data to understand more about your clients’ and their competitors’ rankings, without spending days on end or a fortune to learn the entire process.

For an SEO agency, market research helps you in multiple ways. First of all, it’s important to understand more about your client’s target audience, if there is a niche to market those products to, the size of the market, and who the potential customers are.

In addition, it will help you find out how much the competitors are willing to pay, how strong the competition is, and the best ways to get the products and services in front of your client’s customers.

Let’s use a big platform such as Plumfund.com as an example for a potential SEO client. Many individuals use it for getting extra funding from crowdfunding campaigns. As you must’ve heard of at least 2 more websites such as this, you are aware of the strong competition in the crowdfunding industry. An in-depth research will help you drill down all the necessary information about your client’s competitors you need to outrank them.

Essentially, market research is a profession on its own. However, do not let that put you off. While you can still hire a professional market researcher, here is a simple four-step process to get you started.

The 4-Step Market Research Strategy

For an effective market research for your SEO campaign, you need to answer four simple questions:


Step 1: How will the analysis help you? 

You do not do research for the sake of it nor because it is the right thing to do. Identify whether the data you receive will help you improve your marketing efforts, placement of the product.

Step 2: What data will you need? 

Research is done to answer specific questions that will boost your SEO campaign and the first step involves finding out the money making keywords and questions people search for. Once you know what keywords and questions you need answers for, you can tell what information you will get from them.

Step 3: How will the data be collected?

There are a million ways you can collect data, including using advanced Google search, exploring in SEO tools such as Ahrefs, SEMRush, AnswerThePublic and many others. The method you choose to collect data depends on your time and budget resources.

Step 4: Finally, how will you analyse your data? 

You can carry out a qualitative analysis, meaning making sense from the data collected. Many of the drilldowns are performed in programs such as Microsoft Excel or Google Sheets. These programs allow easy manipulation of large data files and help you make use of the numbers you just collected.

Fortunately, all the data you require for your market research effort can be found via the Internet using different SEO tools. A few years ago, you had to do most of the legwork and manually extract data using search operators and going through your competitor’s profiles for hours. But today, SEO has advanced as an industry and thus many of the grunt work has been automatized and made easier both by SEO companies and Google itself.

Hire Market Research Company

Of course, you can easily outsource your SEO research tasks to the professionals, if you can afford them, but you should at least try out the four-step process above to get a feel of what kind of data to expect.

This will also help you understand what question is too complex to answer, as well as make it easier for you to communicate with your market researcher. In most cases, the data collection step is what needs to be outsourced. If you need to control your costs, online time management tools like Clockspot can help you make the most of the paid research time.

Follow the process, and you will find market research to be an invaluable part of your SEO campaign. Make friends with some of the many SEO tools.

ALSO SEE:

Search Queries in Webmasters Tools
How to Find Out the Total Number of Pages Blocked by Robots.txt

Thursday, May 25, 2017

How to Build a Team That Will Raise the Startup. Personal Experience of Serpstat

(This article is written on behalf of Eugene Lata – VP of Marketing at Serpstat).
For 4 years of Serpstat existence, there was only one dismissal. More three employees left the IT sphere. During this time we raised the product from scratch, and today we are close to the goal of $ 1 million ARR (annual recurring revenue). We achieved this result thanks to our steep teamwork. How to assemble a successful team, we will clarify in this article.

How does the startup team differ from the team in the business and are there any differences?


The starting point is the correct interpretation of the startup team. You can't follow agencies, hiring people into a startup according to their rules. People in startups are fundamentally different, and I'll explain why.

The team of the startup can grow unpredictably and chaotically. Yesterday there were no vacancies, today there are 10 of them. In startups, unlike in large established businesses, there is a lack of a clear corporate culture. In such conditions, almost everything depends on the team. And the further development of the company depends entirely on whether you have gathered the right backbone of the startup.

The startup is flexibility, an opportunity to be heard, to realize your ideas, an absence of bureaucracy and a total welcoming of initiatives of the employees.

At the same time, business is a clear and streamlined process, a payback product, a hiring and firing plan. And no randomness.

How it was when we're just launching the product? Everyone did everything: selling, supporting, and conducting marketing activities.

Hiring people to the startup. What personal qualities to pay attention to.


They are courageous, flexible, initiative and quickly trained people. Those who see the path of developing the startup, want to improve themselves and know how to achieve their goals.I, as the head of the marketing department, do not care what kind of education my employees have and whether they have it at all. For me, the most important thing is his ability to achieve goals and easily learn. When I interview the potential employee, it looks something like this:

"- What are you keen on?
- I do sports, athletics.
- Oh, cool, tell me, what success have you made in this?
- I have a medal in the marathon. My personal record is 42 km for 4 hours.
- Wow, he can come up to us, - flashes in mind. "

Among personal goals can be anything, even embroidery with a personal time record. It is important that a person knows how to achieve what he wants in everyday life. Then he can easily cope with the tasks at work.One more thing: it should be comfortable with a person. If you don't feel this comfort, it's better to refuse this job seeker. Honestly, I've never said that yet, fortunately, our HR manager is responsible for this. :) It turns out that the Serpstat team has everyone in their place. Everybody understands what needs to be done to develop the product.

Should people in the startup be similar to each other?


photo_2017-05-17_11-14-59 (2).jpg
Just a small part of Serpstat team :)


Definitely yes. In addition to the above, new people need to approach the "family values" of the startup. Be like-minded. Determine this at the interview stage. Do not evaluate the candidate only for technical skills – this is a fatal mistake for the startup. The team should be excited by the same idea. Such people are cool, while you can always tighten them to the level of a specialist.

If you start to assemble a team only on the skills of candidates, you will not have the necessary microclimate for development.

The startup implies "united by the idea," but it's a good idea to motivate the team with a good salary. If you have a limited budget, how to get out of the native market and close the vacancies?


A good salary is always a motivation. But not always the most prioritized for a person. Many people leave big business and move into small start-ups with less financial motivation. Why? Because a startup is an unlimited opportunity for growth, and this growth is rapid. In a large company, you need years to grow to the head of the department/project. In a startup, this can happen in a few months, as it happened with us.

As an option, divide the company's shares among the first five employees. This is an excellent motivation for the work since with the growth of the product their earnings will grow. But most importantly, they must love the product. If people are interested only in money, this person does not fit into the team.

How to filter out people who need only money at the interview stage?


For this, it is enough to understand the real motivation of a particular person, loyalty to the idea of the project. Often the candidate not only doesn't read anything about the startup but also does not read the short description of the vacancy. Simply submitted for a job, the name of which was considered suitable. It is clear that such a person will not catch fire with an idea at all, which means that many processes will drag on, which is deadly for a startup. As I wrote above, new people should approach the "family values" of the startup. Be like-minded. It is noticeable already in the first conversation.

How to rally the assembled team?


Remove the relationship like "director-subordinate," this is the remnants of the past. In Serpstat the average age of the team is 24 years, and the directors are about the same age. That's why we turn to each other with a nickname, this is another feature that unites the collective.

Become a family. Hang out together after work, arrange team building on the weekends, attend conferences, sports competitions and so on. In Serpstat every day at lunch we play UNO, it's fun and brings us together.

Screenshot_2.png
Chief Editor of Serpstat Blog Mipsy (Helen) and Administrative Coordinator Melkaya (Irina) before the 100km bike rally

Make it clear to the team that each person plays a key role in product development, and without one of them, everything will go awry. We have 45 employees from programmers to an administrative coordinator, and each one is significant for the startup and affects the development of the product.

How to inspire the team for maximum performance?


Provide your team with free access to financial statistics. This is extremely important for a startup because employees see how their work affects the development of the product. Each person in Serpstat can see the daily earnings and costs of the company, how many new users have come.
This kind of motivation was introduced by our new CEO in 2016 - Artem Borodatyuk, founder of Netpeak Agency and Netpeak Group. As soon as he joined the team, he immediately put the development course - $ 1 million ARR. Then he opened the admin area access to all the staff and said: "You know our goal and see our growth, let's work and earn even more."

The second important point: a well-thought-out system of motivation, on which depends the salary. Run from the concept of "employee at the rate" - this is another relic of the past. Introduce a motivation system and pay out money depending on the key indicator of the result of activity at the end of the month (KPI).

In Serpstat, the rate is below the market rate, but we don't have a single employee at the bare rate. Everyone gets bonuses for KPI according to the motivation system and gets an appropriate salary to efforts. This approach sets the pace for the formation of a developing startup since the company's revenues are completely dependent on each employee in the team.

Thanks to such things, we have constant growth. This supports the morale of the team.

The first people in the team - who are they?

The first to enter the team are the development team and the support team, then the marketing team. At the same time, the first 5-7 employees should be universalists: be able and sell, and support, and do marketing. In Serpstat, everything was just like this :) Subsequently, these people headed the departments.

Conclusions

Do not look for workers, look for people in the family. As our HR Sawyer (Lena) says: "The team in the startup needs to be recruited in exactly the same way as to look for the husband/wife - to realize your needs and find the one who can best correspond to them." In Serpstat we are not just a team, but a real family. And this is the main guarantee of success.


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