Respona is a link-building software that acts as an all-in-one digital service for sourcing links and crediting quotations of other content creators. Respona finds posts related to your topic of interest and facilitates reaching out to the creators. It also helps create email sequences, ensure that the correct contact is reached, and personalize each email based on a template.

By entering keywords into Respona’s search feature, you can find matches to blogs, news, trending content, influencers, and podcasts. There are even advanced search options to add specific needs to your search! Respona allows for “opportunities” which will update weekly with the most relevant blog, news,  and trending topics that contain the keyword you are searching.

https://respona.com/

Every 3 to 5 years, Google rolls out a new version of Google Analytics. Google Analytics 4 (GA4) is the newest installation and was officially launched in mid-October. GA4 has a new interface, stripped back reporting, and completely changes how data is collected.

It is not a fully built product yet but was launched to give companies the opportunity to collect data. The data collection with Google Analytics 4 is not retroactive so users cannot bring old data into the new system. Data collected in GA4 will not be useful until 1 to 2 years in the future.

Eventually UA will be phased out. PIC is installing Google Analytics 4 on their own websites and has already installed GA4 on Industrial Scientific’s site to begin data collection moving forward.

To successfully transition data collection and reporting to GA4, instructions will be shared on how to install onto client sites via the Tag Manager. By creating an Unfiltered View for each site, all data will be captured while Google Analytics 4 begins its own data collection.

 

Just like the website trends from Majo and social media trends from Trista last month, we’re seeing Google Ad trends for 2021 as well. Let’s highlight interesting trends and challenges in the upcoming year.

After Google implemented new data privacy policies, advertisers cannot target certain demographics for housing and credit ads. We will see access to keyword and search query data become more limited in 2021. Google now limits the availability of search data. This includes query information in its Search Terms report. You’ll only be able to see data for terms “searched for by a significant number of users”. Filtering negative keywords, optimization tasks, and keeping campaigns as efficient as possible will all become more difficult in 2021.

In an alternative to sending someone off to a landing page, In-Ad Lead Capture can embed a lead capture form in an ad that displays after a user expresses interest. You can configure fields and form information directly in the ads manager. For search, In-Ad Lead Capture only works in mobile and is available to clients with a minimum of $50K in spend per year.

Discovery Ads are a way to show an ad to individuals matching user trends as opposed to a targeted ad where a user searched for or went to a related site. With Discovery Ads, you can showcase more than one image in an ad, similar to Facebook’s Carousel Ads.

Also similar to Facebook’s Carousel Ads are Gallery Ads. Initially launched in summer 2019 as a beta, Gallery Ads show in mobile search with the ability to enhance or zoom the ad. Each image will have its own text along with a static headline and URL. Advertisers pay when a user engages with the ad image through clicks, taps, or swipes on the images.

A great way to capture engagement from a user audience is In-Ad Countdowns. This ad feature puts countdowns in your ad’s text, alerting users to special events or offers that are only available for a limited time. In the eCommerce space, In-Ad Countdowns can compel people to click through and shop for seasonal sales or other sales that are closing soon. It can also be used for special events like webinars or concerts where tickets need to be purchased before a deadline.

Hopefully identifying these changes to the Google Ads platform will keep you prepared as we move into 2021. Staying aware of ad platform changes keeps our marketing campaigns up to date and ready to face the new year with all the tools at our disposal!

https://support.google.com/google-ads/answer/6193743?hl=en
https://www.disruptiveadvertising.com/google-ads/discovery-ads/
https://instapage.com/blog/google-lead-form-extensions

Social media surged in 2020 and is continuing to do so. However, people are no longer using social media as just a social platform.

Social media is now used  as a purchasing platform with shopping reviews and recommendations as well as one-to-one communication with brands to relate to a brand’s personality, not just their products an services. Even further, social media acts as validation in community and interest groups, a news source for current events, and even a virtual event platform. Let’s explore how we can use social media in 2021 to help our clients and ourselves!

Give a brand personality that matches their audience. Be it witty, punny, stuffy, dry, wise, snarky, or professional. Just don’t be boring and one dimensional or always talking sales to the audience.

Virtual is the new normal! Even when it is safe to do otherwise, many predict virtual options will remain in demand. Leverage tools like messenger, live video chat, and live streams to reach out to people where they are right now.

On a more technical edge, Dark Mode is becoming the norm. Even Facebook has “gone dark”. Images and text need to stand out in both white and black news feeds.

Buying on social media is increasing. Social media will become a top channel for purchase, instead of just discovery. Optimize shops and sales promotions for social platforms.

Instagram and Facebook Stories, SnapChat, and TikTok style posts will continue to become a primary content type. Similarly, brands will continue to take a less-is-more posting approach. Conversational marketing will change tone and consumers will crave “snackable” content. The content value will beat production quality for advertising on social media. More brands will go live and authenticity will be vital.

With all the clutter in news feeds, motion will make our messages stand out! Use advertisements like animated ads/images, slideshows, organic and produced video, demonstrations, short video clips or moving backgrounds, and explainer videos when more info on a product is requested.

https://www.broadbandsearch.net/blog/social-media-facts-statistics

Stock video subscription  https://www.storyblocks.com/

Humans seem to love things that are beautifully designed! The same principle applies to websites, especially in the ecommerce field. Make sure you have your best practices set before moving to a design focus: speed, mobile ability, and security! Below are some trends for websites in 2021 we should consider for our clients!

Dark mode reduces eye strain and improves user experience. This helps especially in low-light or nighttime situations. A similar idea is using Comfortable color schemes that are focused on being easier on the eyes.

Micro animations and Virtual reality, when used subtly, can emphasize or highlight important bits of content. Use as a purposeful tool and not just for flashy effect. 3D elements also add a sense of uniqueness and dimensionality to any webpage.

Interactivity such as videos, quizzes, games, polls, and surveys are great ways to engage your audience! Even further, use Dynamic/Adaptive content to make content that changes based on user behavior, preferences, and interests.

Use the above methods for 2021 to add new, on trend website elements! If you’re not presenting your visitors with the best website design, you’re definitely leaving money on the table. Take a look at the sites below for inspiration on what PIC can do!

https://www.awwwards.com/
https://land-book.com/gallery/stores?from=month
https://www.webdesign-inspiration.com/
https://www.siteinspire.com/
https://ecomm.design/
https://freefrontend.com/css-code-examples/