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Digital marketing news for small businesses: June roundup

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Have you been too busy following election coverage and enjoying the heatwave to keep up to date with what’s been going on in the world of digital marketing this month? If so, here’s your monthly round-up of news and what it means for your business.

Share visual content to keep your followers happy

Want to get more people sharing your posts on social media? According to a survey released this month by visual marketing platform Olapic, British people are more likely to feel happy and engaged when they’re sharing visual content such as photos or videos.

Of the 1,000 people questioned in the survey, 33% say they share third-party visual content at least once a week – that is, visual content from brands and other online influencers, rather than their own photos.

This suggests that if you want your social media followers to be more engaged with your content, and more likely to share it with their friends, then including photos or videos in your posts may well lead to better results.

Are emojis the next big thing in AdWords?

If you use Google AdWords to promote your business, you’ll know how difficult it can be to make your adverts stand out from the crowd – particularly within the confines of strict character limits.

One thing that could definitely do the trick is the use of emojis, which catch the eye among search engine results pages largely dominated by words.

While they’ve previously been blocked from appearing in AdWords, it looks as though more and more are finding their way into ads, drawing attention to the brands who manage to slip them through the net.

A popular example of emojis being used in Google Adwords. Source: Search Engine Roundtable

Although there’s not yet been a confirmed change of policy as regards to AdWords, the fact that they can now be used in the organic search results suggests that they may become accepted in AdWords, too.

Work with women for more social influence

As a small business, you might well have explored the idea of influencer marketing – that is, promoting your products or services by working with influential people on social media, such as bloggers and Instagram stars.

If so, you might be interested to learn that a survey by IndaHash published this month has found that women have more influence on social media than men do.

It found that 68% of social media influencers are women – 47% of whom post as often as three times as day, with 56% primarily involved in product reviews and testing (compared with 44% of men).

So, if you’re looking to promote your business by partnering with influential people, you might well find that women can give your marketing more clout than men.

Changes to Facebook to make it more effective for local search

If your business targets a primarily local audience, the chances are that you’re already using Facebook to reach customers in your local area. If that’s the case, you might be interested to know that Facebook is rolling out a number of new improvements that make it more effective for local search.

Trying to compete with Google in local search, Facebook is now making use of user location more effectively, weighting a user’s search results in favour of results from their local area.

Among the other changes being made, Facebook is also integrating posts from your friends into your local search results, enabling local businesses to harness the power of word of mouth. If you’re not yet on Facebook, take a look at our guide to setting up a Facebook page for your business.

Keep up with your search engine ranking factors

Anyone who has a website and wants to generate business from it needs to know about search engine optimisation (SEO), and an understanding of the factors that affect how high your website appears in search results will aid your marketing efforts.

A useful tool to this end is the Periodic Table of SEO Success Factors from Search Engine Land, which this month released an updated version of the table to reflect the ever-changing SEO landscape.

You don’t have to be an expert to use the table, but it will give you a useful overview of which ranking factors matter more – both the things you can control, such as the content on your own site, and the aspects governed by external influences, such as links from other sites.

From there, you’ll have a better idea of where to concentrate your SEO efforts. You can learn more about SEO and how it can help your business here.

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A collection of articles written collaboratively by members of the UK Domain Team.

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