Rays Marketing Digest / Image SEO, Slack, Content, Social Media
This is issue 180 of my weekly marketing digest.
The name of has changed over the past years but the purpose hasn’t. – to dive into the ocean of social media marketing content and bring up pearls.
I hope you find some value in these posts – I do.
Each week, I come across articles that challenge me to rethink a topic and learn something new.
I include articles that provide new perspectives, come from a trusted source and is relevant to my readers.
If you’d like to see specific subjects covered, let me know.
And now on to this week’s digest.
How to optimize images for SEO | Search Engine Watch by Christopher Ratcliff
“There are many ways to make your articles easier to read on the web
– lots of paragraph breaks, short snappy sentences, headings, sub-headings… Gifs of Kanye West’s mood swings
– but one of the key ways to make your content look attractive is by using lots of lovely images.”
I couldn’t agree more.
There’s more to adding images to a post than grabbing one from a Google search and pasting into your content.
There’s a big SEO advantage to images if you optimize them and that means adding an “alt text”.
If you use WordPress, when you add an image there’s a field available to include a title for your image.
Write as if you’re describing it to a person with a visual impairment.
This allows Google to identify it for searches.
Christopher includes many free image sources:
Google image search – more search options – usage rights -labeled for reuse
Flickr Creative Commons – you can use any labelled with a Creative Commons licence.
Unsplash – images are all copyright free. You just need to credit and link to the photographer.
(Not mentioned in the article – Life of Pix. They refresh every week and I find their photos exceptional.)
Other tips include image size and reclamation.
SLACK – Collaboration App
What is Slack and How Do I Use It for My Team? by Matt Mansfield
“There are many ways to make your articles easier to read on the web
“Slack” entered my field of vision when Martin Shervington wrote about moving his Plus Your Business Community over to it.
He described it as “platform agnostic”.
Named company of the year by Inc., Slack (in spite of its name) is no lightweight.
“ Twenty months after its February 2014 launch, it had more than 1.7 million users, 480,000 of them with paid accounts that cost $8 to $15 a month.
That adds up to $45 million in annual revenue, and blows away the conversion rate of other “freemium” enterprise software products.
Its user base grew 5 percent each week for 70 weeks running. Salesforce, eBay, NASA, HBO, Intuit, and Mansueto Ventures (which publishes Inc.) are among the estimated 90,000-plus companies using it.”
I just started experimenting with it recently.
So what is it?
As Matt says,
“it’s an instant messaging and collaboration system on steroids.”
You can categorize your communication with the use of “Channels”. These can be public or private which are invite only.
You can send direct messages to your collaborators (instant messaging).
You can drop, drop and share files.
The search function is robust. You can set preferences for notifications and display.
Slack integrates with many platforms. As an example, you can import your Twitter stream and keep updated on what your team’s tweeting about.
You can also integrate apps like, Google Calendar, Drive, Hangouts, Mailchimp, Stripe and Zapie and ITTT.
Many of these features are available with the freemium version.
10 Tricks to Master Google Hangouts by David Nield
I was a little surprised seeing this article on Google+ last week as at first, I thought it was about Hangouts On Air.
The post takes us through many features about the Hangouts messaging app that you may not know about.
I have Hangouts on my Android phone.
I sometimes do a video hangout but most often, I use my native phone messenger or “FaceBook messager”.
Here are some of the features that surprised me:
Search your conversations from Gmail
“You can find anything you’ve said in the past on Hangouts from Gmail on the web. Type “in:chats” in the search bar, followed by a set of keywords, and any matching conversation threads appear. “
Just tried it – cool.
Caveat: you need to have Hangouts configured to log your conversations. Read the article to find out how.
Make it easier (or harder) to be found and Mute notifications –
This is handy as I’m finding more spam and unsolicited call requests lately.
Send status Updates, use different ringtones for different people and keep chats on top of other windows.
Like so many products, we use a tiny percentage of available features.
If you want to get the most out of hangouts, check this article out.
Why marketers should care so much about influencers – by Christopher S. Penn
The role “influencers” play in marketing continues to grow as brands recognize the importance personal networks play. (Which will now include Twitter.)
Christopher Penn demonstrates this via his comparison of brand and individual engagement
Major Fortune 50 brands and media powerhouses are flatlined compared to individual influencers.
type of content shared:
Video – native on Facebook, video in general, and YouTube links.
and differences in rate of influence:
Influencers are anywhere from 954% to 14,765% more influential than their brand peers.
This quick read is useful as ammunition to convince your team to do more “influencer marketing”.
For a deeper look into “influence marketing”, read: “Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing” by Danny Brown and Sam Fiorella
6 Social Media Trends That Will Transform Your Business By Rebekah Radice
There are few people I respect more when it comes to social media knowledge than Rebekah Radice.
What I especially like is how she’s able to cut through the complexity of social media strategy to make it comprehensible.
This article is a good example.
This is not just another “Social Media Trends” post. It puts trends in a context that makes sense.
For instance, the expanding role social media plays in customer service.
She also hits upon:
- Employee advocacy
- The importance of VIDEO
- Influencer marketing
- The Importance of “showing” not “telling”
- The Importance of “mobile”.
Her information is download and embeddable via an infographic.
The Importance Of Smart B2B Content Marketing by fondalo
Robert Caruso, aka Fondalo, has written a short post that reminds us how challenging as content marketing is.
Given that, ignoring it for the B2B sector is not an option.
“…76% of B2B companies say they are going to create more content over the next year.”
Robert lists some of the challenges with solutions:
- Focus on quality
- Use data and targeting
- Ramp up the quantity
- Consistency Trumps All
Was that Supposed to be Funny?
Have you ever had people misinterpreting what you wrote online – be it an email message or post?
An earlier post – Are People Misinterpreting Your Posts? – was a follow-up to our show about the perils of communicating on the web.
Without hearing (or seeing) the person at the other end, it’s hard to read that short “quip” as dismissal, sarcasm or “Get back to your later.”
We’ve come up with new syntax, symbols and etiquette to reduce the chance that our reply doesn’t result in a quick end to a relationship.
“Without the benefit of vocal inflections or physical gestures, it can be tough to tell e-sarcastic from e-serious, or e-cold from e-formal, or e-busy from e-angry. Emoticons and exclamation points only do so much.” – Eric Jaffe
Sarcasm, in particular, is a difficult sentiment to communicate online with any precision.
Here’s a few ‘pearls of wisdom’ from the show:
(from Vivek): “English is not everyone’s first language.”
As English can be a second, third or fourth language, people tend to read the text literally.
(from Jess): “Give a dang about slang.”
Slang words tend to be localized. If you’re writing to a wide audience, best to use a universal style.
(from Randy): “All writing is subject to interpretation.”
Use humour as a buffer.
Think before you hit that “enter” key.
Make sure you re-read it.
(from Scott): “Email protection – Pause before you hit “send”.”
Recommend GmailUnsend. Now available to all. How to Unsend an Email in Gmail [Quick Tip]
(from Ray): “Use acronyms them with care.”
Not everyone is part of the “in crowd”.
Always spell out the words in full before typing the abbreviation.
Like most professions, Social Media Marketers have their list of acronyms they love to show off.
Here’s a handy quiz to see how you rate in social media acronym literacy: The Ultimate List of Social Media Acronyms and Abbreviations.
Thank you for sharing your time with me.
Let me know if there’s anything you’d like to see included here.
If you have a question or want to reach out to me privately, drop me a line: email@example.com.
You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud.
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Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com.
My background in business includes non-profit (performing arts), restaurants and Promotions.
Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture.
You can follow me on Twitter @rayhiltz or @image24Call