Each month we take a look back over some of the digital marketing news we’ve spotted and what it means for your small business. Here are some of May’s top stories with lessons to be learned for your digital marketing efforts.
Take advantage of Facebook’s new ad tools to promote your small business
It feels as though hardly a month goes by when Facebook doesn’t introduce a new feature designed to help businesses sell their wares (and services), and this month – coinciding with Small Business Week – it released several more tools to help small business owners make the most of the platform.
The first, Automated Ads, automatically generates up to six versions of an ad so that you can test which works best. It does this based on your answers to a number of questions that help the tool understand your business and what you want to get from the ad, before presenting you with recommendations for copy, calls-to-action and creative details. What’s more, there have been a few updates to the video editing options for you to work with. You’ll now be able to trim videos, add text overlays and take advantage of automatic cropping.
Not only that, but you’ll also be able to allow your customers to book appointments with you through your Facebook page, including sending automated appointment reminders on Messenger and via text message – great news for small businesses such as hairdressers or beauty therapists. Facebook adds that “You can customize your business’ menu of services, display availability and accept and manage all appointments directly from your business page.”
Improve your Google Ads optimisation score
Facebook isn’t the only platform now offering automated recommendations to help you improve your ads. If you use PPC to drive traffic to your site, you’ll be interested to know that Google Ads has improved its ‘optimisation score’ to show you the campaigns most in need of optimising, along with suggestions for improving them. These suggestions are designed to help you target bids more effectively and adjust your budget to take advantage of upcoming seasonal spikes in traffic. You’ll find lots more tips in Google’s own best practice guidelines here.
Use domain authority to tailor your digital PR pitches
Link building is the cornerstone of a good SEO strategy, and one of the major metrics you’ll hear discussed in conjunction with it is domain authority – the metric that predicts how well a website will rank in search engines. It’s a metric that causes some debate in SEO circles, but generally speaking, links from websites with a higher domain authority are considered stronger than those with lower scores.
However, whatever your views on domain authority, as Domenica D’Ottavio discussed on Search Engine Watch this month, link builders and digital PR people can use it to compare the quality of the websites they’re reaching out to and tailor their communications accordingly. The study makes interesting reading if you’re using digital PR to help build your brand, so read it in full here.
Instagram’s @shop highlights small businesses
Finally, if your company promotes and/or sells products on social media, you’ll want to give Instagram’s new @shop handle a follow. It’s showcasing real-time retail trends and is described by Instagram as “a celebration of small businesses and the creators behind them”. The products featured are from emerging brands from around the world, and products in the images are tagged so that people can buy them (learn more about social commerce here). You never know – if you’re doing a great job of marketing your products on Instagram, you might even be lucky enough to get featured…