When you are a marketer, you have a love-hate relationship with your industry.
Some parts -- like coming up with creative solutions to market products or services -- are awesome. But other parts -- like putting those cool ideas into annoying branded content (or spam) -- are less so.
That’s why this week’s traffic roundup contains pieces that also highlight marketers’ love-hate relationship with their industry.
Of course, marketers may have a love-hate relationship with marketing, but that doesn't mean you should have a love-hate relationship with today’s roundup. It’s full of helpful posts and articles on boosting your traffic levels.
First up, there were a couple of great pieces related to #Mobilegeddon this week. Marketers have a love-hate relationship to Google’s mobile ranking update for a lot of reasons. Part of it is that it’s great for mobile-users but bad for small to medium-sized businesses whose sites are not mobile-responsive yet
Whatever the reason, while Mobilegeddon is officially over, the hysteria around it hasn't flagged. The hype has continued strong since its roll out on April 21st.
In that vein, Barry Schwartz of Marketing Land has a piece on what we know about the update now that a week has passed. Key takeaways are that Google is rolling out the update in stages rather than all at once. So you still have a few days before the full effects of the update affect your rankings (and consequently, your traffic).
A related piece this week by Greg Sterling highlights the fact that mobile-only users now outnumber PC-only users. With the majority of web traffic now mobile-only, website owners with mobile-responsive websites now have the competitive edge, mobilegeddon or no.
In other news, there was a virtual typhoon of pieces this week that discussed paid promotion on Twitter, with pieces in WordStream, Content Marketing Institute, and Marketing Land.
Here is a summary of what went down:
- Chuck Frey at Content Marketing Institute has a great article on how to do paid tweet promotion that discusses the five types of promotions, their strengths and weaknesses, and some best practices.
- Brett McHale at WordStream offers good advice on how to use paid promotion for lead gen businesses.
- Martin Beck at Marketing Land has two articles this week on the trend: One discusses DoubleClick, a conversions tracking software Twitter partnered with so people can track how promoted tweets perform. The other is on how Twitter is making promoted posts less obvious for users.
All of them have great advice on using paid promotion to boost reach and traffic levels.
Finally, in a bizarre about-face this week, Digiday published two pieces of content with strongly contradicting messages. The first, a post by Kyle Acquistapace, is a rant on how we should love online advertising because it promotes our businesses (boosted traffic levels!) or because it provides us a career.
A few days later, Mark Duffy posted a rant lambasting online advertising -- specifically Dove’s recent #femvertising campaign aimed at making us ladies feel good about ourselves by making us feel bad about ourselves.
Reading them back-to-back gave me a bit of digital whiplash. It was like reading the bizarre Frankenstein of a romcom and a slasher film.
But it’s not surprising.
In addition to marketers, many business owners can probably identify with this feeling of ambivalence -- even when they know online marketing is necessary for their business. For example, they may love the traffic and brand visibility that something like a banner ad can bring -- yet they may dislike how irritating looking at a banner ad is.
It’s an uneasy balance -- even as online marketing is recognized as vital to growing a small business.
What do you have a love-hate relationship with in your business? Share with me in the comments or shoot me a tweet @HRodabaugh.