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Marketing to Millennials – Factors to Keep in Mind

Millennials (or Generation Y) comprise a ѕіgnіfісаnt реrсеntаgе of your market these days. This young generation is three times lаrgеr thаn Gеnеrаtіоn X and bigger still than the Baby Boomer generation.

Aѕ the Baby Boomers retire and the Millennials assume mоrе wоrkрlасе leadership roles and decision maker positions with buyer power, іt’ѕ mоrе important than ever to understand the upcoming generation and hоw to market in a wау that will speak to them.

Remember to tailor your marketing efforts for millennials.

Basic Marketing Trends among Millennials

Born between the еаrlу 1980ѕ and the early 2000s, Millennials share common аttіtudеѕ toward technology, data privacy, and rewards thаt mау сhаngе thе way you market. Keep these observations and stats in mind when mаkіng your marketing plan:

  • Millennials consider friends to be their mоѕt reliable ѕоurсе for product information. As many as 95% of them rely оn frіеndѕ for product advice.
  • Online advertising dоеѕn’t сut it for Millennials. 94% of them don’t find advertising credible.
  • Information еxсhаngе for a deal works half the time. 51% of Millennials will gіvе a company information if they get some kind of incentive in rеturn, and 56% wіll share their location in return for coupons from a local company.
  • Incentives fоr ѕосіаl media connections work. Approximately 65% of Millennials will follow a brand on Facebook оr Twіttеr fоr a соuроn or discount.
  • 5 out of 6 connect wіth brаndѕ thеу like on social media.
  • Millennials are the most well-educated grоuр of уоung adults іn U.S. history. 1/3 of 26-33 year olds have a college degree.
  • Over 85% own smartphones, and they tоuсh their рhоnеѕ an average of 150 times a day.

Other Considerations

The most important thіng tо rеmеmbеr about millennials is that they don’t identify as a group. If you treat thеm like іndіvіduаlѕ with shared experiences, you will get much fаrthеr with your marketing message than if you lump thеm іntо one grоuр and assume everyone in the generation thіnks іdеntісаllу. So ditch the label before you get started!

Many people from this generation don’t care to conform to the standards of a trаdіtіоnаl nine tо five environment. They don’t necessarily conform to the ѕuіt and tie wardrobe and prefer more саѕuаl ѕеttіngѕ. If уоu sell to them like they are individuals who are more than сараblе tо lеаrn on the fly and handle an assignment, than people who nееd tо bе told what and how to more forward, you will rеасh mоrе of this market.

Learning, independence, and creativity are kеуwоrdѕ tо kеер іn mind when marketing to a millennial.

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Google Implements Fact Check Feature in Fight Against Fake News

War on Fake News Continues With Google’s New Fact Check Feature.

The fight against a world filled with fake news just got a little tougher. Google announced on April 7th that they are releasing their new “Fact Check” feature to help combat a world influenced by propaganda, lies, and fake news.

This feature was first piloted last fall in a number of countries and within Google News; however, the 7th marks the official rollout.

It’s mildly important to note that Google will not be the entity conducting the fact checking – they are going to leave that to other organizations. The key here isn’t that Google has validated the information presented; but rather present a general consensus of the facts for a particular topic or search query.

“Even though differing conclusions may be presented, we think it’s still helpful for people to understand the degree of consensus around a particular claim and have clear information on which sources agree.” – Google

How Google “Fact Check” Works

People searching via Google’s website may now find a little more information below the returned results. Pages that have a claim that has been validated or rebuked will now have additional information. Here’s an example of how it works.

Let’s say you enter the search, “Diamonds are less expensive than ever,” into Google. Your results may now include the following details:

Google Fact Check Feature Designed to Target Fake News.

Will Fact Check Impact SEO

It’s not crystal clear how fact check will impact long term SERP rankings; but consider this. Google has been repeatedly clear that they value usability and quality higher than just about anything else. This new feature is designed to highlight those sites that have had facts validated… and that sounds to me like a great long-term SEO tool.

How do I Add This Feature to My Own Content?

Webmasters can add this feature to their own content through the addition of some basic code. Admins will need to add ClaimReview Schema.org tags to your page’s source code. We’re not going to get into that here; but you can find a great breakdown on how to do it on the Google Developer website.

Before you get too far, you need to understand that Google has shared that only sites “algorithmically determined to be an authoritative source of information” will have the tags displayed.

It’s also interesting to point out that sites that thrive on click bait content or bait and switch content have no incentive to implement this schema.

It’s too early in the game to figure out if you need to incorporate this into your future SEO plans; however, it does make sense to keep it in the back of your mind as you move forward.

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Should Every Business Have a Blog – You Bet!

Every time we help a customer launch a new website, the same question comes up. Why does my business need a blog? It’s a fair question to ask – that’s for sure.

The outdated perception that blogs are for people to share family vacations is simply no longer valid. Blogs are an outstanding way for businesses to establish improved credibility, expand their reach, and educate prospective customers.

Top 3 Reasons Your Business Should Start a Blog

There are countless reasons why your business should consider maintaining a blog – here are some of the most significant ones.

Business Blog

Expand your Reach

Your website is going to have limited success in drawing new visitors and potential sales leads without a blog. The reason is because your website will have a limited amount of rich content for people to find you via the web.

Once you implement your blog; however, you can provide countless more pages of great content for visitors to discover. A typical website may be limited to 5-8 pages; but the sky is the limit with a blog.

Demonstrate Your Expertise

The ability to demonstrate yourself as an expert in your field is tremendous. And a blog delivers when it comes to this task.

You don’t need to be in an exotic field to have a great blog – simply provide insights and answers to the questions your customers and website visitors are asking. You increase the potential for converting those visitors into sales leads and ultimately customers as you demonstrate your knowledge in your field.

Enables Online / Social Media Marketing

Developing a business blog provides an excellent opportunity for online marketing efforts. By writing about topics that your business can solve, you create another avenue for generating sales leads.

There’s So Much More

By implementing a blog for your business, you not only benefit from the things mentioned above, you also create a mechanism to reinforce your brand image and an avenue for engaging your customers.

Creating a blog takes a commitment. This isn’t something you want to jump into and expect immediate results. You’re going to need to work at it for a while to establish a loyal following.

Does starting a blog sounds like the right move for your business; but you don’t know where to start? Give us a call and we can help. We can help build the plan and even help you execute it if that’s what you’re looking for.

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What You Need to Know about Google’s Duplicate Content Policy

There are few things in online marketing more misunderstood than the concept of duplicate content and how Google handles it. I’m specifically talking about content where a quote was taken from another site, where content has been republished via syndication, or other similar concepts.

If we’re going to explain the policy, then we need to clarify what the term means.

Duplicate Content: Google explains that they view duplicate content as “substantive blocks” of material. That content can come from within the same website domain or it can come from another domain altogether.

Google Search

Duplicate content does not have to be a 100% copy from the original; but could simply include “appreciably” similar material.

Duplicate Content is Not Assumed to be Plagiarized

Just because you have duplicate content, it isn’t assumed that your intent was to plagiarize another author. There are plenty of reasons or circumstances where content is reused.

  • Print-versions of a webpage.
  • Retail store items.
  • Sites that use both regular and mobile domains to present content.

Google recommends you take the following steps in the event you have duplicate content.

  • Use a 301 redirect. This is especially important if you have reorganized your website.
  • Manage your syndicated content. Be certain to have a link on any syndicated content pointing back to the original. This is easy with all the tools available in platforms such as WordPress. Also be sure syndicated content is set to ‘noindex’ on pages where you’ve republished it.
  • Cut down on repetitive text. Having the same disclaimer or legal statement on every page should be avoided. Simply use a brief summary with a link pointing to your complete statement. This will also help your user experience.
  • Don’t publish “coming soon” pages. They’re a big NO NO and a terrible user experience anyway.
  • Focus on reducing redundant content. Think long and hard before you produce two pages with content that largely matches. If two pages are that close together, then you may be better suited to merge them together or to find ways to differentiate them better.
  • Use the <Blockquote> element where appropriate. While this is not explicitly called out in the Google Duplicate Content policy, it is a good business practice to blockquote a sentence you directly pull from another page.

Guidance if Your Content is Stolen

Google openly acknowledges that there are businesses that will take your content. If you find yourself in that position, they have the following recommendation:

In rare situations, our algorithm may select a URL from an external site that is hosting your content without your permission. If you believe that another site is duplicating your content in violation of copyright law, you may contact the site’s host to request removal. In addition, you can request that Google remove the infringing page from our search results by filing a request under the Digital Millennium Copyright Act.

But I’ve Been Told Duplicate Content is a Non-Issue

Google Duplicate Content Search

Sadly, there are first page Google search results that inform readers that there is no risk of taking content directly from another website. We simply don’t agree with this unethical business practice and strongly recommend you stay away from such a blatant brand-damaging move.

Is Re-Posting a Guest Blog Bad News

Re-Posting an article you write for a website onto your own site is acceptable. This topic is not included in the Google Duplicate Policy; however, HTML structure accounts for it in a manner that addresses those concerns.

By using the “canonical” tag within your articles you can show web crawlers that you acknowledge this is not original content and even show where you obtained the content. Virtually all popular WordPress themes allow for the use of canonical content.

Not sure how any of this works and you want someone to give you a hand? Give us a call and we can help!