Paid Social for Content Marketing Launches – Whiteboard Friday

Posted by KaneJamison

Stuck in a content marketing rut? Relying on your existing newsletter, social followers, or email outreach won’t do your launches justice. Boosting your signal with paid social both introduces your brand to new audiences and improves your launch’s traffic and results. In today’s Whiteboard Friday, we’re welcoming back our good friend Kane Jamison to highlight four straightforward, actionable tactics you can start using ASAP.

Paid social for content marketing launches

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Video Transcription

Howdy, Moz fans. My name is Kane. I’m the founder of a content marketing agency here in Seattle called Content Harmony, and we do a lot of content marketing projects where we use paid social to launch them and get better traffic and results.

So I spoke about this, this past year at MozCon, and what I want to do today is share some of those tactics with you and help you get started with launching your content with some paid traction and not just relying on your email outreach or maybe your own existing email newsletter and social followers.

Especially for a lot of companies that are just getting started with content marketing, that audience development component is really important. A lot of people just don’t have a significant market share of their industry subscribed to their newsletter. So it’s great to use paid social in order to reach new people, get them over to your most important content projects, or even just get them over to your week-to-week blog content.

Social teaser content

So the first thing I want to start with is expanding a little bit beyond just your average image ad. A lot of social networks, especially Facebook, are promoting video heavily nowadays. You can use that to get a lot cheaper engagement than you can from a typical image ad. If you’ve logged in to your Facebook feed lately, you’ve probably noticed that aside from birth announcements, there’s a lot of videos filling up the feed. So as an advertiser, if you want to blend in well with that, using video as a teaser or a sampler for the content that you’re producing is a great way to kind of look natural and look like you belong in the user’s feed.

So different things you can do include:

  • Short animated videos explaining what the project is and why you did it.
  • Maybe doing talking head videos with some of your executives or staff or marketing team, just talking on screen with whatever in the background about the project you created and kind of drumming up interest to actually get people over to the site.

So that can be really great for team recognition if you’re trying to build thought leadership in your space. It’s a great way to introduce the face of your team members that might be speaking at industry conferences and events. It’s a great way to just get people recognizing their name or maybe just help them feel closer to your company because they recognize their voice and face.

So everybody’s instant reaction, of course, is, "I don’t have the budget for video." That’s okay. You don’t need to be a videography expert to create decent social ads. There’s a lot of great tools out there.

  • Soapbox by Wistia is a great one, that’s been released recently, that allows you to do kind of a webcam combined with your browser type of video. There are also tools like…
  • Shakr
  • Promo, which is a tool by a company called Slidely, I think.

All of those tools are great ways to create short, 20-second, 60-second types of videos. They let you create captions. So if you’re scrolling through a social feed and you see an autoplay video, there’s a good chance that the audio on that is turned off, so you can create captions to let people know what the video is about if it’s not instantly obvious from the video itself. So that’s a great way to get cheaper distribution than you might get from your typical image ad, and it’s really going to stick out to users because most other companies aren’t spending the time to do that.

Lookalike audiences

Another really valuable tactic is to create lookalike audiences from your best customers. Now, you can track your best customers in a couple of ways:

  • You could have a pixel, a Facebook pixel or another network pixel on your website that just tracks the people that have been to the site a number of times or that have been through the shopping cart at a certain dollar value.
  • We can take our email list and use the emails of customers that have ordered from us or just the emails of customers that are on our newsletter that seem like they open up every newsletter and they really like our content.

We can upload those into a custom audience in the social network of our choice and then create what’s called a lookalike audience. In this case, I’d recommend what’s called a "one percent lookalike audience." So if you’re targeting people in the US, it means the one percent of people in the US that appear most like your audience. So if your audience is men ages 35 to 45, typically that are interested in a specific topic, the lookalike audience will probably be a lot of other men in a similar age group that like similar topics.

So Facebook is making that choice, which means you may or may not get the perfect audience right from the start. So it’s great to test additional filters on top of the default lookalike audience. So, for example, you could target people by household income. You could target people by additional interests that may or may not be obvious from the custom audience, just to make sure you’re only reaching the users that are interested in your topic. Whatever it might be, if this is going to end up being three or four million people at one percent of the country, it’s probably good to go ahead and filter that down to a smaller audience that’s a little bit closer to your exact target that you want to reach. So excellent way to create brand awareness with that target audience.


The next thing I’d like you to test is getting your ads and your content in front of influencers in your space. That could mean…

  • Bloggers
  • Journalists
  • Or it could just mean people like page managers in Facebook, people that have access to a Facebook page that can share updates. Those could be social media managers. That could be bloggers. That could even be somebody running the page for the local church or a PTA group. Regardless, those people are probably going to have a lot of contacts, be likely to share things with friends and family or followers on social media.

Higher cost but embedded value

When you start running ads to this type of group, you’re going to find that it costs a little bit more per click. If you’re used to paying $0.50 to $1.00 per click, you might end up paying $1.00 or $2.00 per click to reach this audience. That’s okay. There’s a lot more embedded value with this audience than the typical user, because they’re likely, on average, to have more reach, more followers, more influence.

Test share-focused CTAs

It’s worth testing share focus call to actions. What that means is encouraging people to share this with some people they know that might be interested. Post it to their page even is something worth testing. It may or may not work every time, but certainly valuable to test.


So the way we recommend reaching most of these users is through something like a job title filter. Somebody says they’re a blogger, says they’re an editor-in-chief, that’s the clearest way to reach them. They may not always have that as their job title, so you could also do employers. That’s another good example.

I recommend combining that with broad interests. So if I am targeting journalists because I have a new research piece out, it’s great for us to attach interests that are relevant to our space. If we’re in health care, we might target people interested in health care and the FDA and other big companies in the space that they’d likely be following for updates. If we’re in fashion, we might just be selecting people that are fans of big brands, Nordstrom and others like that. Whatever it is, you can take this audience of a few hundred thousand or whatever it might be down to just a few thousand and really focus on the people that are most likely to be writing about or influential in your space.

Retarget non-subscribers

The fourth thing you can test is retargeting non-subscribers. So a big goal of content marketing is having those pop-ups or call to actions on the site to get people to download a bigger piece of content, download a checklist, whatever it might be so that we can get them on our email newsletter. There’s a lot of people that are going to click out of that. 90% to 95% of the people that visit your site or more probably aren’t going to take that call to action.

So what we can do is convert this into more of a social ad unit and just show the same messaging to the people that didn’t sign up on the site. Maybe they just hate pop-ups by default. They will never sign up for them. That’s okay. They might be more receptive to a lead ad in Facebook that says "subscribe" or "download" instead of something that pops up on their screen.

Keep testing new messaging

The other thing we can do is start testing new messages and new content. Maybe this offer wasn’t interesting to them because they don’t need that guide, but maybe they need your checklist instead, or maybe they’d just like your email drip series that has an educational component to it. So keep testing different types of messaging. Just because this one wasn’t valuable doesn’t mean your other content isn’t interesting to them, and it doesn’t mean they’re not interested in your email list.

Redo split tests from your site

We can keep testing messaging. So if we are testing messaging on our site, we might take the top two or three and test that messaging on ads. We might find that different messaging works better on social than it does on pop-ups or banners on the site. So it’s worth redoing split tests that seemed conclusive on your site because things might be different on the social media network.

So that’s it for today. What I’d love for you guys to do is if you have some great examples of targeting that’s worked for you, messaging that’s worked for you, or just other paid social tactics that have worked really well for your content marketing campaigns, I’d love to hear examples of that in the comments on the post, and we’d be happy to answer questions you guys have on how to actually get some of this stuff done. Whether it’s targeting questions, how to set up lookalike audiences, anything like that, we’d be happy to answer questions there as well.

So that’s it for me today. Thanks, Moz fans. We’ll see you next time.

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Source: SEOmoz Daily SEO Blog (Original

Lessons From 14 Years With Six Pixels Of Separation

Today almost got away from me.

I looked at my day’s meetings and realized that today – September 29th, 2017 – marks the 14th anniversary of this space, Six Pixels Of Separation. It’s the kind of "celebration" that brings out two diametrically opposed feelings: 

  • Feeling #1: It can’t be 14 years… it feels like yesterday. Have blogging and podcasting really been around for close to two decades?
  • Feeling #2: It’s 14 years… that’s a looooonnnnggg time to be publishing articles, podcasts, sharing links and trying to build a community and audience around the intersection of brands, consumers and technology. Is anybody still listening/reading? Do people still call this a blog? A podcast? Should I be calling it a day on this platform, and just write/publish on Facebook, Medium and LinkedIn?

My friend, Scott Stratten, says it best: "Everything has changed and nothing is different."

People still like to read, listen, learn, share, riff on someone else’s thoughts and have a general connection to those who are like-minded, or who can help them grow (professionally, personally and communally). So, here we are. 14 years on and I don’t feel much like slowing down. The truth is this: Six Pixels of Separation is 14 years old, but I published my first professional (re: paid) piece of "journalism" back in 1989. I have been writing professionally and interviewing people for close to 30 years (ok, that number really freaks me out!).

With that, I do believe that I have some "lessons learned" after 14 years…  

  1. Words are hard. Finding the right one. Making them stick together. Making them flow with cohesion. Making it worth your time. There is no bigger pressure than thinking, "what should I write today?" With that comes a lot of thinking about how everything will be taken in, consumed, ingested and reacted upon. I admire the writers who do this without self-censoring or worrying about what the reader will think. More work to be done here.
  2. Words are easy. I keep a list of ideas. Ideas to write about and people to interview for the podcast. It’s a long list. I am not out of ideas. It’s such a long list, that it can often intimidate me. Brand leaders will often ask me where my ideas for content come from. That’s not the challenge. The challenge is in figuring out the time to get just one of those ideas into something consumable for the audience. The words do flow easily when you have a lot of things that you want to say. There is no running out of ideas, but there is a problem of finding the time to share ideas.
  3. Conversations are not interviews. People will often stop and compliment me on my interviewing prowess. I thank them, but I often whisper to myself that I have no idea how to conduct an interview. Every podcast that you listen to – and every article that you read of mine – is just my curiosity getting the best of itself. Think about it like this: if we were going for coffee, I would spend a significant amount of time before our date learning and understanding you, so that it’s a mutually beneficial meeting. It’s a conversation. So, no, I hate interviews… but I love a great conversation.
  4. I am not an original. I am inspired. There are so many people who inspire me to think, write, ask better questions and more. My earlier influences were brilliant minds like Seth Godin, Tom Peters, Steven Pressfield and the authors behind The Cluetrain Manifesto. I became an infovore. Books, magazines, blogs and more. Today, platforms like Medium inspire me in ways that I could have never imagined. Some days, I am intimated, as I believe that all good ideas have already been published. Other days, I realize that it’s not about being truly original as much as it is about having an original voice.
  5. Without reading, there is no writing. Most people who lack ideas, creativity, innovation or something different to say simply aren’t reading enough. Read. Read. Read. That is the secret sauce to writing and publishing. The more you read, the more you will write.
  6. Open up wide and say ahhhh! When I am my most vulnerable and candid, I get the most attention, traffic and reactions. That may seem obvious to you, but that does not make it easy. I started writing as a journalist. I was a conduit for a story. Blogging and podcasting flip that on its head. I try my best to open up, but it’s not easy. So, the lesson here is this: Open up! That’s a lesson for me… not you (but you can have it).
  7. I love you. I really do. I’m not great at accolades – both giving and receiving them (he writes, as he lies down on the couch). In the early days of blogging, I often got in trouble for my lack of engagement in comments. I will often read comments about myself on Facebook, Twitter or beyond and not "like" them. Please don’t take this personally. It really is me… and not you. I read them all. I see them all. I am paying attention. More importantly, I do love you. If you’re reading this…. I love you. There, I said it. I write, podcast and more because I love it. More importantly, I want this work to reach a bigger audience… and that’s you. I’m so thankful that you’re here… and that you care about this content.
  8. It’s not about you. It really isn’t. I was recently on stage at Content Marketing World in Cleveland. I was on a panel about podcasting. One of the questions was about building an audience. I flippantly said that I don’t care about my audience. What I meant is this: I create content that inspires me, and I hope that it finds an audience. If you’re writing content only to satiate an audience, it’s going to be a hard slog. Create for yourself. Let the content find its audience. 
  9. Write free! I’ve never been paid for any of the content that I have published on Six Pixels of Separation. To some of my professional writer friends/media professionals, they just don’t get it. I used to think about it in terms of the music industry: you sell your albums/CDs/tours but radio is a free promotional tool to lock in the fans. The music industry has changed dramatically (and so has the publishing games). Doc Searls recently said that in the past you made money from writing and now you make money because of your writing. I believe this to be true. Writing for free has brought in many clients, speaking opportunities, chances to write for other publications (that pay), several book deals and more. Plus, when you write for free, you’re writing free. Free from editors, opinions and more. It’s unfiltered… and I like that. 
  10. Respect. I respect you. I respect your time. I respect publishing. Pushing this even further: I respect the publishing button. I don’t want to publish anything and everything. I want to publish things that (I hope) matter. This includes Twitter and other social media channels. It’s a busy, busy content world out there. I don’t want the work to be another thing to flop on top of that pile of clutter.

Thank you for being here. Thank you for caring. Thank you for your attention. If this was of any value to you, please check this out as well: It Is Time To Ignite Your Brand… And Light The Night!



Source: Six Pixels of Separation – Marketing and Communications Insights – By Mitch Joel at Mirum (Original

The High Five: insights on the top search trends of the week

This week people searched for free coffee, the death of a media mogul, help with IKEA tasks and new wheels from Ford. And as Puerto Rico reels from the devastation of Hurricane Maria, people want to know how they can help. Here are the top trends of the week, with data from Google News Lab.

Hurricane Maria

Puerto Rico continues to grapple with the aftermath of Hurricane Maria, which left many without power and desperate for food, electricity and communication services. People in the U.S. continue to search for “hurricane donation” (interest went up 185% this week), as well as “How powerful was Hurricane Maria?” “How to donate to Puerto Rico” and “What is the Jones Act?” (A law that was waived to get relief to Puerto Rico quicker). The top regions searching for Puerto Rico were Florida, Connecticut and New Jersey.

Caffeine fiends

Wake up and smell the coffee—it’s National Coffee Day! And everyone is after the free java, with searches like, “Is Starbucks doing anything for National Coffee Day?” “Who gives free coffee on National Coffee Day?” and “What is National Coffee Day at Dunkin Donuts?” Cold brew coffee, butter coffee, and Irish coffee (for those starting early…) are the most searched types of coffee this week.


Hugh Hefner passed away this week at the age of 91. Upon hearing the news, people searched to find out more about Hefner’s fortune and infamous love life: “How much was Hugh Hefner worth?” “Who gets Hugh Hefner’s money?” and “Who was Hugh Hefner married to?” Hefner will be buried next to Marilyn Monroe, Playboy’s first cover girl (search interest in Monroe went up 570% this week as well).

But will they assemble the meatballs, too?

This week, two of the top searched questions about IKEA were: “How to build IKEA Tarva nightstand” and “How to remove IKEA drawer front.” Well, now you can get some help with that. This week, IKEA closed a deal to buy the online errand company TaskRabbit so that the dreaded phrase “assembly required” will become slightly less scary. Those who are keen on IKEA are searching the most for dressers, desks, rugs, kitchen cabinets and beds.

Riding in style

Ford is getting revved up with its new F-450 Super Duty Limited truck, which can cost as much as $100,000 and tows 15 tons … talk about luxury. Search interest for the new truck went into overdrive—“Ford Truck” was searched 2000% more than “Ford SUV.” People are doing their due diligence on the Super Duty, searching “Where is the F-250 Super Duty made?” “What is the MPG of a Ford Super Duty Diesel?” and “What roof bars fit a Ford Super Duty?”

Source: Search (Original

The Top 10 Most Common AdWords Mistakes by @SusanEDub

When you’ve been evaluating AdWords accounts for years, you’ll start to notice patterns of missteps.

Some patterns indicate that an element is confusing to users and they’re hitting the wrong setting. Others show that the manager is trying to accomplish something that wouldn’t work. And then, there are the plain ol’ errors due to AdWords having a few sneaky settings.

In no particular order, here are the top 10 AdWords mistakes I see most frequently.

1. Outdated Conversion Setups

Old conversions.

New conversions.

Some using the AdWords tag and others importing from Analytics – sometimes doing both and double counting.

Actions that are being counted as conversions in the overall conversion rate and CPA, when they’re really more “things of interest” vs. something that should be optimized.

The list goes on and on.

The Conversions screen in AdWords can be a history book of an account over time. Some PPC managers set it up and forget about it, or set it up incorrectly from the get-go.

To fix the mess, it boils down to a few simple decisions:

  • What are we tracking?
  • Should all of those factors be counted as a conversion in all calculations or only a few?
  • Where does the tracking come from – the AdWords tag, a Goal imported from Analytics, an imported file?
  • Is there anything left that is a dead conversion that we should delete to keep the conversion interface clean?

2. Geotargeting Settings for Locations of Interest

AdWords has a default setting that will actually show your ads outside your targeted area:

AdWords Setting - Geotargeting

It’s selected by default when you set up a new campaign. Many accounts never revisit this to see if those “outside areas” are dragging down their results.

You can easily check it by going to Dimensions and choosing the “Geographic” report type from the drop-down. From there you can whittle down the columns to just show “Location Type” and it will show you the results for Physical Location vs. when it’s just a Location of Interest:

AdWords Geotargeting - User Locations

3. Not Looking at Regional Trends

Many accounts run nationwide and at times, you see accounts set up to target the U.S. with nothing more granular.

But what about later, when you start to get data?

It’s very likely you’ll see patterns of cities or states that have better or worse performance. This can be handled through bid modifiers, but that doesn’t address other major issues: device modifiers, budget allocation, and ad copy, among other things.

Large cities tend to eat budget, which can be OK if the metrics work in their favor. But sometimes they don’t.

Occasionally, there are differences in device usage among different geographical areas. For example, with cities that have a lot of commuters, you will sometimes see better conversion rates on mobile devices since they’re browsing and shopping while they sit on public transportation.

4. Not Revisiting Ad Schedule Bid Modifiers

As with a lot of bid modifiers, there’s a trend of setting up ad schedule bid modifiers and forgetting about it.

Performance during the time of day can change seasonally. Revisiting it at designated intervals when there are good data samples is crucial to making sure you stay relevant during the prime times of the day.

5. Duplicate Keywords

Checking the search query report is a regular part of ongoing paid search maintenance. You’ll find gems in there that you add over time and they are search terms that seem relevant to how they were matched.

However, if you’re pretty liberal with your matching, you’ll find the same keyword matching to multiple groups (see next tip for more on this). And if it performed OK when you found it, you added it – and then later added it elsewhere as it continued to match across other ad groups.

The easiest way to find these is to use the AdWords Editor feature for “Find Duplicate Keywords” under the “Tools” section.

Pulling in performance data can help you choose where to keep it running and where to pause it if you can make a case to keep it in either location.

6. Lack of Keyword Sculpting

“Keyword sculpting” is a term PPC managers use to describe how you willfully funnel a search query to a keyword that’s being bid on.

With broad match types, it leaves it up to Google to pick the keyword a search term is matched to, and won’t always do this consistently. You wind up having one search term matching to multiple different ad groups, usually with varying levels of performance.

The easiest way to see where this is happening is to export your search terms and create a quick pivot table that looks at search terms and the number of Ad Groups they appear in:

AdWords Search Term

Obviously, we want it to match to the best-performing one. This means setting is as an exact match negative to the Ad Groups or Campaigns where we want it to stop getting matched to. This forces Google to match it the way you want.

7. Not Utilizing the Experiments Feature

To be fair, AdWords doesn’t make this easy to figure out, which is a shame. The Experiments feature is a great way to run a more controlled test once you get past the odd way you have to set it up.

The Experiments feature gives you control over testing all kinds of elements, like bidding mechanism or even landing pages.

In accounts where I’ve struggled to get an even distribution for a landing page test, the Experiments setup has come in handy. I simply duplicate the Campaign and change the URLs in the ads. Since I can specify the percentage of traffic I want to receive in the experiment, I can create a more controlled setup vs. leaving to the meager AdWords rotation options.

To get started on creating an Experiment, choose the Campaign you want to create a test for and hit the “Drafts” button in the upper right. From there, you can create a non-running version of the Campaign, change the parts you want to test, and then choose to launch it as an Experiment for a pre-determined length of time.

AdWords Experiments

8. Lack of Bidding Strategy

While being a math wiz helps a lot, sometimes just using common sense can get you pretty far:

AdWords Bidding Strategy

Keywords with a $1,006 cost per conversion should not have the same bid as one generating leads at $96.98. Read up on bidding options, and test some of AdWords automatic bidding features if you don’t feel confident enough out of the gate to manually adjust bids.

9. Not Analyzing Network Performance

Search Partners and Display Select are two sneaky things AdWords just kind of slides on into your setup if you don’t pay attention.

While Search Partners can do well, it can also do horribly. It should be evaluated on a campaign-by-campaign basis.

It’s also rare for Display Select to perform. Better performance usually comes from managing Display separately as its own campaign.

The performance breakout for these can be viewed in the Campaigns tab by choosing the “Segment” option and choosing Network:

AdWords Network Performance

10. Missing or Disapproved Ad Extensions

So many accounts are missing Ad Extensions, and/or usually have some disapproved ones. I commonly see the missing Structured Snippet extensions, disapproved phone numbers (ack!) and disapproved Review Extensions.

Beyond the real estate these extensions give advertisers on the SERP, they can also help to pre-qualify clicks better (using things like “starting at” pricing, as an example), and also give more information to encourage a click from a user.

Those Aren’t All of Them…

With how much the interface has grown and changed over the years, it’s easy to see how things get missed, ignored, or forgotten. These are the most common ones I see, but no doubt there are others!

Let this list help serve as things to look out for in your own account, or if you want, perform an audit on yourself!

Image Credits
In-Post Photos: Screenshots by Susan Wenograd. Taken September 2017.

Source: Search Engine Journal (Original

Google Algorithm Update, Sitelinks Searchbox Bug, Apple Drops Bing & Happy Birthday Google – This week in search I cover the pretty big ongoing Google algorithm and ranking shifts, you want to check this out. Google said they do look for spam patterns between Search Console accounts. Google bug dropped the Sitelinks search box, Google is working on fixing it. Google is serving more AMP content on the mobile results now. Google said competition is different in different Google regions. Google said when going HTTPS make sure to do it all at once. Google is testing audience reviews in movie knowledge panels. Google phone call organic extensions are rolling out to more. Google is rolling out local finder website mentions. Google does still support pubsubhubbub, now known as WebSub. Google added an export button to the reports in the beta Google Search Console interface. Google launched their new shopping ads ad units to appease the EU. Google AdWords now allows bulk cancels of accounts. Google AMP testing new faster AMP cache. Apple dropped Bing and went back to Google. Google celebrated their 19th birthday this week! That was this past week in search at the Search Engine Roundtable. More Google Algorithm & Search Results Shuffling : Google On Algorithm & Ranking Updates This Week: We’re Always Improving Our Search Results : Google Checks For Spam Patterns Between Search Console Accounts? : Google Drops Sitelinks Search Box : Google Now Serving More AMP Content In Mobile Search Results : Google: Competition Different Across Different Country Domains : Google: When Going HTTPS, Migrate Whole Site At Once : Google Movie Reviews Tests Audience Reviews : Google Expands Phone Call Organic Links In Search Results : Now Live: Google Local Finder Website Mentions : Google Supports WebSub & PubSubHubbub : Export Added To Beta Google Search Console Index Coverage Report : Is This The Google Shopping Ad Design For The EU? : New: Bulk Cancel Inactive Google AdWords Account : Google AMP URLs With usqp=mq331AQCCAE= Is A Test : Apple Switches Back To Google For Search On iOS & Mac : It’s Google’s 19th Birthday, But Was Registered Over 20 Years Ago : Google Birthday Surprise Spinner For Google’s 19th Birthday Tomorrow :

Source: rustybrick (uploads) on YouTube (Original

How to Marry Your SEO & Content Marketing Strategies by @alextachalova

As a digital marketing consultant, I often come across companies where content marketing and SEO strategies don’t go hand in hand like they should.

What’s even more shocking is when I come across companies where their SEO and content marketing strategies are in conflict with each other.

You’ve probably seen it yourself.

This is old style thinking that needs to die.

SEO & Content Marketing Work Best Together

Here are two truth bombs – especially when it comes to extremely competitive niches:

  • Creating high-quality content alone doesn’t work.
  • SEO alone isn’t enough.

If you were to do a Google search for [content marketing], what sites do you see?

  • Content Marketing Institute
  • Forbes
  • Copyblogger
  • Wikipedia.
  • Moz

What do all these sites have in common?

They have built an incredible amount of trust among online users and website owners. As a result, these sites have gained top rankings and attracted tons of links.

It’s going to be one heck of a challenge to outrank them, no matter how great your content is.

And that’s why every time you want to publish a new article, not only do you need to keep in mind what’s really trending now and what answers your target audience is looking for. But you also need to consider what kind of posts have the highest chance to acquire more links and find the right type of keywords.

This post will show you exactly how to find the right keywords that will give you a competitive advantage and help you figure out how many inbound links your article needs to acquire to appear on the first page of Google.

Step 1: Evaluate Your Current Situation in Google

Find what kind of keywords have already been bringing you traffic and conversions. Such search queries can be found in your Google Analytics account if you have connected it with your Google Search Console account.

But there’s one little problem. Google Analytics, even after being connected with Google Search Console, won’t show you which keywords have converted. Unfortunately, Google only allows you to access this data for your landing pages.

And that’s where tools like SEMrush, SpyFu, SERPstat, or Ahrefs come into play. These tools will provide you with this missing puzzle of this data.

The aforementioned tools let you see for which keywords a particular URL appears in Google. They also show you how far from the top of Google your site is for a particular keyword. You’ll see this update displayed right next to the keyword.

For example, here’s a screenshot from SEMrush that shows all search queries one of my previous articles, How to Build a Content Marketing Strategy That Works in 5 Steps, was ranking for in Google:

serps ranking

To the right of each keyword, you can see the position this keyword currently has and its search volume.

Step 2: Find Related Keywords

Now you need to find keywords that are similar to those you discovered during Step 1.

Let’s say, it turned out that keywords related to content marketing strategy brought you the most conversions. So it’s a good idea to create more content using keywords related to that subject.


Because those keywords mirror your audience’s search behavior the most. These keywords also have the highest potential to bring you more paying clients.

There are several ways to find these keywords. One thing you can do is to simply check Google’s Autocomplete. You can look for autocomplete suggestions either manually, or using tools like (A fun fact: guessing what kind of autocompletes made it to the top of Google has become a legit Family Feud-style game.)

Before you start brainstorming a title for your next piece of content, you need to know what subject resonates the most with your target audience. That’s when Answer The Public comes in.

The Answer the Public website is a tool that helps you discover what people are searching for in Google’s autocomplete. It has built a database from myriads of searches and it will predict what you’re going to ask, based on the data that’s already been put in.

The more variations of keywords you try, the more content ideas you’ll get. The results are demonstrated based on the variations used to build them, and can be downloaded as an image like the one shown below:

Answer The Public Results

You should also look at This tool scrapes Google Autosuggest and gives you the search volume for each keyword you entered. This tool can save hours of your time because you need to know the search volume for every keyword in order to estimate how many users this keyword can potentially bring on board.

Another tool you can try is the SEMrush Keyword Magic tool. It automatically provides you with the most important information about a keyword, factoring in metrics such as:

  • CPC and volume (basic, but much-needed).
  • Keyword difficulty.
  • Competition level.
  • SERP features.
  • Exact and broad keyword matches (grouping keywords by the most frequently appearing words in phrases that include your search term or phrase).

This tool quickly gathers the data you need and offers a much wider range of analysis for both single keywords and groups of keywords. I spend less time doing monotonous work and can concentrate on something more complex.

Step 3: Check the Competition Level in SERPs

Now that you have the list of keywords that are related to your most profitable search queries, it’s time to choose the keywords (e.g., topics for your future articles) that will let you rank higher in Google.

For a quick check, you can use SEMrush Keyword Difficulty tool. It tells you how difficult will it be for you to promote based on the domain’s visibility in organic search results.

There’s one problem with this tool, though: it doesn’t consider the number of referring domains for the website or a page URL you’re trying to look up. So you’ll also need to spend some quality time with Excel.

Follow this quick and simple process to make this process hassle-free:

Start by collecting the list of domains and pages (URLs) that currently rank in Google for the list of keywords that you’ve selected during the previous step. To speed things up, use a tool like SEMrush that allows you to export such list of domains and pages.

The same action of finding and exporting domains and URLs can be performed in Ahrefs Site Explorer:

Ahrefs Site Explorer

SpyFu has the same functionality:

Spyfu Keyword Overview

The results show you the ranking difficulty for the keyword you entered, along with the explanation of how many keywords are in the title and in the URL, the number of monthly clicks, and search results. The green and red arrows displayed on the left from the URL show whether a particular page’s ranking has gone up or down.

After you collect all domains and URLs, you need to check the number of referring domains for each of them. This can be done with tools like Ahrefs or the Majestic Bulk Backlink Checker that allows you to analyze multiple links at once.

Finally, you can get a good understanding of what kind of keywords have more or less competition not only based on the number of searchers they have, but also based on the real situation in SERPs.

From this moment on, you know how many referring domains each of your content pieces need to receive in order to rank high in Google. You’ll be able to tell the number of referring domains by looking at how many links have already been acquired by other pages that currently rank well in Google.

Also, you can estimate the number of visitors you’ll attract on a monthly basis and calculate the conversions you will potentially earn because you researched more keywords related to your most profitable ones.


Outranking websites with a high level of trustworthiness and credibility is no easy task. But who says you have to do that?

Work with what you already have. Analyze which of your current keywords have been bringing you traffic and increasing your sales. Look for keywords related to those keywords.

Evaluate the performance of your site’s URLs to see exactly how many referring domains each of your pages needs to have to stay visible in the search results. Elaborate on the topics that your target audience takes the most interest in.

Take advantage of marketing tools to help you leverage the results of hard work you’re putting while doing other types of research for your online marketing strategy. And always be wary of your competition.

Play smart by taking small steps and using keywords that will realistically get you to the top of Google.

Image Credits
Featured Image: Created by Alexandra Tachalova, September 2017.
Screenshots by Alexandra Tachalova. Taken September 2017.

Source: Search Engine Journal (Original

14 Creative Examples of Website Testimonials Done Right

Case studies aren’t always easy to compile or create, though they do convey an incredibly powerful message about what you can do. User-generated content is pretty powerful stuff but requires sifting through social media to collect and then get permission to use.

Video testimonials are great, too, but require your customers to know how to use video and be willing to take the time to create those testimonials.

So, why aren’t we using more plain text testimonials these days? Are we just too tired of reading text on websites? If presented well, that really shouldn’t be a problem.

There are so many ways you can be creative with testimonials on a website nowadays, thanks to plugins. So, there’s no need to rely on antiquated full-page layouts of testimonial after testimonial, inconsistently written or designed.

Plus, there’s also the minimalism factor to think about. How efficient or attractive is it to dedicate a full page to testimonials?

There are a lot of great examples of companies displaying testimonials on their websites in fun, new, and exciting ways.

In the following article, I’m going to take a look at 14 different sites that handle their testimonial pages, banners, and callouts in creatively different ways.

14 Creative Testimonial Examples You’ll Want to Copy

Social proof is a must these days. If you want visitors to trust you, then you need to give them solid proof of it. To them, there’s no better way than to do that than by showing them what others have to say.

If the rave reviews are starting to roll in about your business and you want a cool way to add them to your site, then check out these testimonial examples for inspiration.

1. Testimonials with Ratings

99Designs RatingsRatings give testimonials added oomph.

Who’s to say that a service can’t be rated the same way a product can?

99Designs happens to have a volume of clients and a particular service that works really well with this format. This makes it much easier for companies or individuals interested in using 99Designs’ services to find out what other people think much more quickly than if they were to take the time to read through dozens of testimonials.

2. Testimonials with Personality

Birchbox Home testimonials.

If you scroll down far enough on the home page of the Birchbox website, you’ll run into a scrolling testimonial box. But these aren’t your typical scrolling testimonials.

Birchbox has included a fun photo of each customer, a photo of the product they purchased, and a testimonial that encapsulates the excitement of receiving and using that specific product.

3. Testimonials from Instagram

Blue Apron Instagram account.

Blue Apron has taken a smart approach in how they display customer testimonials on their site. Seeing as how other customers would love to see what others have been able to cook up using Blue Apron’s services, they’ve compiled customer testimonials and snapshots of the resulting meals from Instagram.

It’s definitely a unique approach to getting new testimonials on your website.

4. Mixed Content Testimonials Page


Booker’s full-page of mixed content testimonials is pretty impressive to look at. It starts with what looks like a hero image and a customer testimonial, but it’s actually a full-width testimonial video.

As you scroll down further, you’ll encounter more video testimonials, customer reviews and ratings with company logos attached, as well as a vast collection of case studies.

5. Optional Testimonial Highlight Reel

ChowNow highlights.

While each of the customer testimonials on ChowNow’s website is video testimonials, they’ve also gone through and pulled out the strongest quotes from each.

So, if prospective customers just want a “highlight reel” of what others are saying, all they have to do is scan through the snippets on the page. It’s similar to the service ChowNow provides to its customers: it’s a quick and very convenient approach.

6. Custom-designed Testimonial Banner

The banner.

In terms of design, I think it’s safe to say that Salesforce has a very distinctive brand look.

Rather than embed the testimonials for Desk, their customer support software, directly onto some page or rely on a plugin to dictate how they should appear, Salesforce created a custom (but consistently designed) banner for each of the scrolling customer testimonials.

7. Simple and Straight-to-the-Point Scroller

Fourlane’s homepage scroller.

Fourlane’s scrolling testimonials are really simple in execution, but well done all the same. The scroller appears in the middle of the home page, but it doesn’t get lost in the shuffle since it automatically slides.

8. Infographic-Styled Highlights

Kissmetrics’ stats.

The testimonials page for Kissmetrics is a really cool one to check out if you’re able to collect statistics and a full case study of results from at least one of your customers. The top of this page resembles a traditional testimonial entry.

You’ll soon realize, however, that it’s a case study you can click through to. As you scroll down, you’ll then find infographic-style statistics that introduce you to other client case studies and testimonials.

9. Video Background Testimonial

Marie Forleo

Now, here is an interesting way to add a video background to your website. Because the Marie Forleo B-School is a video-based training program, it makes sense that they’d rely heavily on video throughout their site.

In the case of their testimonials, they’ve put a video background of the testimonial reel on the B-School page with a quote laid on top. You can then click through to watch the video that compiles all their stories and testimonials into one place.

10. Celebrity Testimonial

Marucci Celeb

The home page of the Marucci Sports website includes a testimonial from David Ortiz, or “Big Papi” as Red Sox fans know him.

The testimonial banner is consistent with the rest of the site, mirroring other images on the page that have a picture of someone using their bats on the left and then text on the right. The only difference is that the text in this one is a celebrity endorsement.

11. Simple Design, Impressive Client List

OptinMonster’s testimonials.

While the OptinMonster testimonials page doesn’t seem like anything special at first glance—it’s just a running list of plain text testimonials on a grey background—take a look at the customers providing these testimonials.

You have someone like Neil Patel, a marketing guru responsible for companies like Kissmetrics, Crazy Egg, and Hello Bar. You have the founder of Search Engine Journal. And there are a number of New York Times best-selling authors on here, too.

12. Original, Yet Modern Design

Phocas Design’s testimonials.

Phocas’ page of customer testimonials is beautifully designed. There’s the modern masonry layout, the great use of their brand color throughout, and strategic use of bolded text to call out important snippets from each testimonial.

13. Clean, Consistent Layout

Zapier is consistent.

The Zapier home page includes a short section dedicated to customer testimonials. It’s clean, clear, and consistently designed so as to make readers think, “Why not stop and read this?”

You can also tell that each quote was carefully trimmed down to really get to the core of the benefits each customer received from the service.

14. Case Study Testimonial Callouts

Zendesk’s callouts.

It’s clear that Zendesk has gone to great lengths to create a comprehensive set of case studies from clients, big and small. It’s actually quite a testament to the quality of their product that they’ve worked with so many well-known brands and helped each of them succeed in their goals.

That said, visitors probably won’t take the time to click through every single one of the dozens of case studies that appear here. What they can do instead is look at the big-name testimonial callouts that are thrown into the mix.

Wrapping Up

While each of the examples above paints a variety of creative scenarios worth exploring for your site, they wouldn’t be worth looking at if they didn’t have high-quality testimonials to show off in the first place. So, keep in mind the following tips when you go about gathering testimonials for your freelance business:

  • There are a variety of ways to get customer testimonials. You can ask for them (by email or survey), listen for them (in calls or correspondence with your clients), or look for them (on social media or review sites).
  • Keep the testimonials short. Ideally, no more than four or five sentences.
  • Make sure the testimonials are direct. Sharing someone’s “Well done!” praise is nice, but doesn’t really let others know what specifically you did or what the results were that merited such feedback.
  • Include statistics when possible (like if your client reported a 10% lift in traffic after a rebrand).
  • Make them authentic. In other words, feel free to clean up the quote for readability and make it sound like the testimonial came from an actual person (because it did).
  • Include as many descriptors about the client giving the testimonial as possible; at the very least a name, title, and company. Photos of the client or logos of their company are even better.
  • Consider grouping testimonials based on the service or product they describe. Then place them on related pages.

We’re no longer in a position where we can rely on word-of-mouth marketing to organically grow our client bases.

With everyone flocking to the Internet to see what other people have said about your company, it’d be wise to work on collecting testimonials yourself and publishing them to your WordPress site. This way, prospective customers won’t have to wander around on Google, Yelp, or social media to find out more about your services or merchandise.

Source: The WordPress Experts – (Original

How To Improve Your Marketing ROI With Facebook Ads


Do you ever feel like your marketing campaign is being ignored by your audience?

Are you sick and tired of creating marketing campaigns that are not converting?

The truth is:

It is not only you.

Millions of marketers like you are creating campaigns every day. They wonder if they should continue to spend hundreds of dollars on marketing that is not converting.

Unless you know the reasons why your marketing stinks and find ways to rectify it, you will not generate tangible results.

And you know what that means,

No. Sales !!

In this post, you will learn about the five reasons why your marketing stinks and how to improve your ROI using Facebook Ads.

1. You’re Not Showing Your Ads To The Right Audience  

Marketing your business is one of the best ways to get leads and sales.  If however, you are not getting the right result, chances are, you are not targeting your ads to the right audience.

This is a serious problem that can adversely affect your conversions.

If you are always displaying your ads in front of people who do not give a damn about your product or service, it doesn’t matter how good your ad is, they will not click it.

When there is little or no click on your ad, it will produce a low click-through-rate (CTR).  With this, you will earn little to no money from your ads.

The Solution:

If you want to target the right audience, start by marketing your product or service with Facebook Ads.

How do you create a target audience for your product or service?

There is a plug and play tool you can use to create a custom audience for your campaign.  It is called Pixel.

This Facebook’s  feature will help you to create custom audiences that you can target with your ads.

2. You Have No Brand

Have you ever wondered why big brands spend millions of dollars to advertise their products on Television, Billboards or Radio?

Are they wasting their money?

Far from it!

They have an understanding of how brand advertising generates better results.

The truth is:

Consumers are not going to buy from you if they have never heard of you before. They will not search for your product.

If they do search, they won’t click on your ad, because they don’t know your brand.

They have probably never heard of you.

A research carried out by Search Engine Land and SurveyMonkey revealed that 70 percent of consumers will click on a retailer they know.

If you take the time to build a brand people know and love, they are more likely to click on your ad.

The best way is not to start selling your product. You need to create enough brand awareness before you start selling. This way, you would have started brand awareness long before people are ready to buy. Then when they are ready, they will click on your ads to buy.

The Solution:

Use Facebook ads to create awareness for your product or service.

With Facebook ads, you can promote your brand to your target audience cheaply.

Facebook ads are centered on three stages: the awareness, consideration and conversion stages.  The awareness stage includes local awareness, brand awareness and Reach.

Using Facebook brand awareness ads will expose your product or service to people who are going to be interested in your offerings.

3. Your Landing Pages Are Not Mobile Optimized

Could it be that your marketing campaign landing pages are not optimized for mobile?

That may be the reason why it stinks so much.

Hear this:

We are in mobile marketing era.

According to a research carried out by eMarketer,  over 8 in 10 internet users will use a smartphone to access the web regularly in 2017.

If your landing page is not mobile optimized, you are leaving money on the table.

Do you know that users are 5x more likely to leave your landing page if it is not mobile friendly?

If your landing page is not optimized accordingly, you will lose customers.

The non-intuitive layout of your landing page will frustrate your users and they will quickly run away.

An optimized landing page is easy to view and navigate by users on their mobile devices.


Design a Facebook ad with mobile friendly landing page.

Your landing page should be designed with mobile users in mind.  This will make it easy for people to carry out your desired action.

It should load quickly on mobile devices, be easy to navigate and click and be compelling. These elements make it easy for users to carry out your intended call to action while on the page.

Creating an ad that will help you generate leads on Facebook with an optimized landing page is good.  But you can’t store these leads anywhere except in a simple CSV provided by Facebook.

What if I tell you there is a way to import your leads directly to your CRM or Autoresponder?

Yes, there is a way! There are different software nowadays, on the market that will help you to connect your leads ad to your CRM tool or Autoresponder. Then from there, you can import them instantly.  You can also run lead ads campaigns and send subscribers your opt-in offer instantly.

4. You Don’t Use Retargeting

If you are not regularly retargeting your audience, you will not get a good ROI on your marketing campaign.  This is because customers need “multiple approaches” before they make a purchase.

Retargeting helps you to advertise your products or services to previously identified people.  This includes people who abandon the sales funnels due to one reason or the other, website visitors, etc.

Look at it this way:

You visit a landing page with an ad on Home purchase.  You left the page and went to another website. On the website, you saw an ad about the same home purchase. It keeps following you around the web.  This means that the advertiser is using retargeting.

According to Wordstream. on average, retargeting ads are 76% more likely to be clicked on than a regular old display ad.

Retargeting is a necessary tool for marketers. It helps you to increase the effectiveness of your marketing efforts, increases your brand awareness and helps to drive customers through the funnel until they convert.

It gives you a second chance to convert your audience.

Recently Appsumo spent $4,168.19 and made $9,365.00 from a retargeting campaign.


There are several ways to reinforce the whole advertising efforts you sustain through Facebook Retargeting.

For example, you can create specific campaigns for people who come from other advertising platforms. You can do this, while they are browsing on Facebook.

In fact, thanks to the Facebook Pixel you can build audiences from all your website visitors, also if they came originally from Adword’s, Linkedin, Twitter ads or Youtube. By doing this, you will maximize your marketing efforts, which is one of the most powerful features of retargeting.

5. Lack Of Tracking

“If you can’t measure it, you can’t improve it” – Peter Drucker.

When you don’t track your campaigns, how will you know what works and what is not working?

Tracking your ads will help you to know the number of conversions you are getting, the ads that are generating the most clicks and the amount of money you are making per each conversion.

Without tracking your campaign, you are throwing money at ads with the hope that one day, you will stumble on what works.


Actually, Facebook already came up with a smart answer to this problem:

The offline events on Facebook.The Offline events has  been something a huge stone for every marketer giving to us a great opportunity to track purchase made offline after a user was shown a Facebook ad.

With offline events it is now possible to upload an offline purchase file (E.g.: customer contact info and product purchase) and Facebook will automatically match that up with the users who were shown your ad to add offline events to your conversion picture.


If your marketing campaign stinks, it is probably because you are not targeting the right audience, creating brand awareness, creating mobile optimized landing pages, retargeting visitors, and tracking your results.

The solutions provided in this article will help you to generate unbelievable ROI from your marketing campaigns.

Do you want to know the one solution that rises above all the ones mentioned above?

Sorry, there is none!

You have to target the right audience, create brand awareness, create mobile optimized landing pages, retarget your visitors and track your results.  Doing all these things will enable you to succeed exceedingly in marketing.

What have you done in the past to fix your marketing problems?

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* Adapted lead image: Public Domain Dedication (CC0) Public Domain, via

Source: Search Engine People Blog (Original

Snapchat Announces 3D AR Lenses as a New Ad Option

It was only a matter of time, but Snapchat has this week confirmed that their 3D World Lenses – which they introduced last November – will now be available as an ad option, with Warner Bros and Bud Light partnering with Snapchat on the first iterations of the tool.

Snapchat Announces 3D AR Lenses as a New Ad Option | Social Media TodayThe option will clearly hold appeal for some advertisers – while these initial examples seem fairly basic, in terms of how they could be used, Snapchat’s talking up their potential, using the popularity of their ‘Dancing Hot Dog’ Lens to demonstrate:

Perhaps you’ve seen our Dancing Hot Dog spinning across the world. He’s a new friend of ours, and one of our most popular Lenses to date. The Dancing Hot Dog was viewed more than 2 billion times on Snapchat — a testament to how much our community loves amazing augmented reality experiences inside the camera. Now, you can create yours.”

Snapchat Announces 3D AR Lenses as a New Ad Option | Social Media Today

Snapchat’s ‘Dancing Hotdog’

Indeed, CEO Evan Spiegel recently described the Dancing Hot Dog as “the world’s first augmented reality superstar” – it still feels somewhat strange to be discussing rainbow vomit and dancing food items in a business context. But here we are.

In addition to adding animated characters, Snap also notes that the option can be used to showcase your products in real-world scenes. This is similar to Ikea’s new ‘Place’ app – through a sponsored 3D Lens, you could enable your customers to position a piece of furniture in their home, which, through Snapchat’s tools, would ‘stick’ in place, letting the user see how it looks from different angles.

The new 3D World Lenses will be a higher end ad option on Snapchat. To purchase a campaign, you’ll need to go through Snap’s direct sales team – they won’t be available via the recently launched self-serve ad platform (as with all Lens campaigns).

The campaigns will be available in two formats – as explained by Marketing Land:

  1. They can run as traditional Sponsored Lens campaigns, where they’ll only show up when people swipe through the gallery of Lenses to apply one to their post. As with a normal Sponsored World Lens campaign, a Sponsored 3D World Lens must be bundled with a traditional Sponsored Lens that’s available through the phone’s front-facing camera in order to appear in the Lens gallery, according to a Snapchat spokesperson.
  2. Or they can be attached to a Snap Ad and be promoted outside of the Lens gallery. Users can swipe up on the vertical video ad to use the Lenses, marking the first time that a Lens can be used as a Snap Ad attachment.

Snap says that, on average, campaigns with Lenses drive a 19.7 point lift in ad awareness, a 6.4 point lift in brand awareness, and a 3.4 point lift in action intent. And with 1 in 3 of the app’s 173 million daily active users interacting with Lenses every day, there’s clear potential, though price will be a restrictive factor for most.

Snap needs a few wins to boost their performance after their first two market reports failed to impress. The main narrative Snap Inc. would like to push is that its users are more engaged – they can’t compete with Facebook and Instagram on total user counts, but if Snap can show that their audience is more likely to buy because they’re more active within the app, that could give them a unique selling point.

This far, Snap has failed to prove that case, but additions like this could help improve engagement and revenue per user, boosting the app’s performance.

Snapchat Announces 3D AR Lenses as a New Ad Option | Social Media Today

Source: Social Media Today (Original

Pinterest Showcases Halloween Ideas with a New, Interactive Haunted House

Halloween is coming up, giving businesses a perfect time to create themed campaigns to tie-in to the event. As noted by Pinterest, Halloween is big business in the U.S., with spending on treats, costumes and decorations expected to rise 8.3% this year to a record $9.1 billion.

And a lot of people will be turning to Pinterest for ideas and inspiration. More than 220 million Halloween Pins are saved on the platform every year, making it the app’s second most popular holiday (after Christmas), and a key destination for businesses looking to maximize their Halloween campaigns.

To help provide more context as to how people use Pinterest for Halloween, and what they’re searching for this time around, Pinterest has developed a new, interactive haunted house to showcase Halloween content.

Pinterest Showcases Halloween Ideas with a New, Interactive Haunted House | Social Media TodayThe concept is designed with mobile in mind, but you can view it on desktop PC too. How it works is, all around the house there are various items highlighted with a Pinterest Pin.

Pinterest Showcases Halloween Ideas with a New, Interactive Haunted House | Social Media TodayYou can look around the scene by dragging your mouse on desktop, or simply moving your phone on mobile. If you see something interesting highlighted, you can click on it for more information.

Pinterest Showcases Halloween Ideas with a New, Interactive Haunted House | Social Media TodayIn itself, it’s an interesting concept, a novel way to showcase Pin trends, harking back to old-school Sierra adventure games, where you need to explore the scene and find what you can interact with.

But more than just the presentation itself, the interactive world may also provide some hints as to how Pinterest envisions helping businesses showcase their content in future.

Along the same lines as Ikea’s new AR app, Pinterest is looking to develop a tool which could incorporate their image recognition tools and enable users to virtually place objects on real world scenes to see how they look.


Ikea’s ‘Place’ app

Pinterest flagged a similar concept when they launched their Lens tool earlier this year, blending online and offline discovery to help locate just the right item – but it could be that Pinterest may also look to a similar virtual functionality as they’ve showcased with their Haunted House as another means of display.

For example, what if Pinterest was to enable businesses to set up similar virtual homes, with pinned items tagged in each scene? The visuals could be real world images, a walk-through of a display home with a range of products clickable as you go through.

Similar options are already used, to some degree, by other retailers, but Pinterest could expand such capacity to more businesses, as they would take on the hosting and back-end tech elements, while it could also be of benefit to have your displays of this type on a platform where people are already looking, rather than trying to get them to your own site.

Add in the ability to virtually try items out in your own home after you’ve found them in the digital display house, and that could be a very powerful shopping tool.

Right now, Pinterest is only using the option to showcase Halloween ideas, but it is interesting to consider the potential of such applications, particularly if Pinterest sees good response to their Halloween promo.

You can check out Pinterest’s Haunted House here.

Source: Social Media Today (Original