Single Grain https://www.singlegrain.com/ Search Engine Optimization and Pay Per Click Services in San Francisco Sat, 06 Apr 2024 00:14:15 +0000 en-US hourly 1 Written Content Is King Now More Than Ever (Here’s Why) https://www.singlegrain.com/blog/ms/content-is-king/ Fri, 05 Apr 2024 15:00:22 +0000 https://www.singlegrain.com/?p=60451 You’ve doubtless heard the phrase “content is king” before. Chances are, you found this article because you already know what it is, and you’re looking for some ways to ante...

The post Written Content Is King Now More Than Ever (Here’s Why) appeared first on Single Grain.

]]>
You’ve doubtless heard the phrase “content is king” before. Chances are, you found this article because you already know what it is, and you’re looking for some ways to ante up your content game.

Well, the good news is you’re in the right place because content marketing is rife with more opportunity now than ever before.

We love making video content, but let me tell you, it’s not as easy as it looks to record good, meaningful video material. Not compared to what it takes to research and develop strong written content. That’s why my team and I are getting back to producing more written content, whether that be on platforms like X (Twitter) or LinkedIn.

In this post, I’ll walk you through some of the main observations and benefits I’ve seen that you can implement in your own content.

Help Me Boost My Content ROI

Why Focus on Written Content?

Because it’s quick and effective when compared to other types of media.

Now, don’t get the wrong idea. There are too many wrong ways to do written content, but if you build a steady tempo with the frequency of the content you write, mixed with enough quality in what you write, then it’s safe to say that you’ll be doing it right.

Here are a few reasons that written content remains a higher-echelon strategy for marketers:

  • Ease of Creation: Unlike video, written content requires less technical preparation (e.g., lighting, editing).
  • Immediate Feedback: Social platforms can generate rapid audience interaction, allowing for quick feedback and fast content iteration.
  • Scalability: Short and snappy written pieces can be expanded into longer blog posts or repurposed into video content, amplifying their reach.

Understand that written content is only as good as the effort you put into it. Sure, you can produce a bunch of crappy content with AI, but it will severely hamper your results. And now Google is starting to downrank content that is densely AI-produced or of poor quality in general:

Google's criteria for quality content

That’s why we’re cracking down on our written content. We’re doing this by going back to short-form written content in the mode of social posts, and we’re seeing really strong results from it.

Key Takeaway: Start by focusing on short, impactful written pieces. Use social media feedback to refine and expand your quality content strategy. Whether it’s a tweet that resonates or a brief LinkedIn post, the key is to identify what engages your audience and scale it across channels.

10X Content

Related Content: Google E-E-A-T: Boosting Content Credibility and SERP Ranking

Leveraging Content Across Platforms

A strategic approach to content involves not just creation but also intelligent distribution. Successful marketers repurpose high-performing written content into videos, blog posts, and even podcast episodes, thereby maximizing reach across platforms like YouTube, Facebook, and Instagram:

Repurposing Content: Turn One Piece of Content into New Power

Here are a few ways of repurposing content that has worked really well for us:

  • Expand on Success: Convert high-engagement tweets into in-depth blog articles or videos.
  • Cross-Platform Adaptation: Adapt and repurpose content for different platforms, tailoring the message to the medium (e.g., turning tweets into LinkedIn videos).
  • Omnichannel Presence: Ensure a consistent, engaging presence across all relevant platforms, enhancing your brand’s visibility and engagement.

omnichannel marketing strategy

Key Takeaway: Identify your top-performing written content and think creatively about how it can be adapted across different formats and platforms. This not only extends the life of your content but also broadens its appeal to different audience segments.

Related Content: How to Create a High-Performance Content Marketing Strategy for 2024

Organic Reach and Platform Dynamics

The choice of platform plays a crucial role in content strategy. Platforms like X (Twitter) and LinkedIn offer substantial organic reach, making them prime venues for written content:

Image1

Marketers with a knack for writing find these platforms especially conducive to building engagement and establishing thought leadership.

Here’s why written content is king when it comes to organic reach:

  • Targeted Audiences: Platforms like LinkedIn cater to B2B audiences, while X’s diverse user base offers broad engagement opportunities.
  • Engagement Over Time: Consistent posting of quality content can rehabilitate and enhance your algorithmic visibility, increasing organic reach over time.
  • Platform-Specific Strategies: Tailoring content to the unique dynamics of each platform can significantly boost engagement and reach.

Key Takeaway: Focus your social media strategies on platforms where your content naturally resonates with the audience. Regular, high-quality postings will gradually increase your visibility and engagement through improved algorithmic reach.

Building Consistency and Quality

The journey towards content mastery is a marathon, not a sprint.

Engaging audiences and building trust requires consistent effort and a commitment to quality. Over time, this dedication pays dividends in the form of increased engagement, stronger brand loyalty, and greater content virality.

Here are some of the core ways that we keep our content consistent and flowing:

  • Quality Over Quantity: Invest in creating content that provides real value rather than flooding channels with mediocre posts.
  • Audience Engagement: Listen to your audience’s feedback and let that dictate your content plan and evolution.
  • Patience and Persistence: Understand that building a loyal audience takes time. Regular, quality content will eventually yield a network effect, amplifying your reach.
  • Limited Use of AI: We use AI and it helps speed up so many parts of the content process. But we’re not in the business of having tools like ChatGPT or Deciphr just vomit a bunch of written material everywhere without us fine-tuning it first. With regimented use, AI can be incredibly powerful at helping you produce content at scale without sacrificing quality.

Key Takeaway: Commit to consistently producing high-quality written content. Use audience feedback as a compass to steer your content strategy, and be patient as your efforts gradually build momentum and engagement.

Last Thoughts on Why Written Content Is King

Written content is still really powerful today, and there’s no reason to deviate away from it.

But in order to get the most mileage out of it, you have to put the right amount of time and resources into it. If you focus on creating impactful written pieces, repurposing successful content across channels, and choosing the right platforms for dissemination, you can significantly enhance your digital presence and audience engagement. There’s no bones about it.

With that, I encourage you to prioritize written content (if you aren’t already), as there’s too much to be left on the table if you ignore it.

If you’re ready to start publishing quality content, Single Grain’s content experts can help!👇

Help Me Boost My Content ROI

 

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post Written Content Is King Now More Than Ever (Here’s Why) appeared first on Single Grain.

]]>
Multimodal AI: What ChatGPT and Google Bard Can Now Do https://www.singlegrain.com/blog/ms/multimodal-ai/ Thu, 04 Apr 2024 20:00:14 +0000 https://www.singlegrain.com/?p=50627 Updated April 2024 Brace yourself. The next stage of AI is being ushered in – it’s multimodal AI. Multimodal AI is a significant step towards more intelligent and versatile AI...

The post Multimodal AI: What ChatGPT and Google Bard Can Now Do appeared first on Single Grain.

]]>
Updated April 2024

Brace yourself. The next stage of AI is being ushered in – it’s multimodal AI.

Multimodal AI is a significant step towards more intelligent and versatile AI systems that are capable of understanding and interacting with the world in a more human-like manner.

In this post, we’re going to give a breakdown of the new functionality that you can take advantage of in ChatGPT and Google Bard, specifically focusing on the interconnectivity between these tools and image observation.

Work With Us

What Is Multimodal AI?

Multimodal AI is a type of artificial intelligence that can understand and generate multiple forms of data inputs, such as text, images and sound, simultaneously.

And it’s as big of a deal as it sounds.

Multimodal AI systems are trained on large datasets of multimodal data, which allows them to learn the relationships between different modalities and how to fuse them together effectively. Once trained, these systems can be used for a variety of tasks, including:

  • Image captioning: Generating text descriptions of images.
  • Text-to-image generation: Generating images from text descriptions.
  • Video understanding: Summarizing the content of videos, answering questions about videos, and detecting objects and events in videos.
  • Human-computer interaction: Enabling more natural and intuitive communication between humans and computers.
  • Robotics: Helping robots better understand and interact with the real world.

This evolution offers substantial potential, especially when it comes to real-world applications.

A Glimpse into ChatGPT’s Multimodal Capabilities

ChatGPT’s multimodal capabilities allow it to interact with users in a more natural and intuitive way. It can now see, hear and speak, which means that users can provide input and receive responses in a variety of ways.

Here are some specific examples of ChatGPT’s multimodal capabilities:

  • Image input: Users can upload images to ChatGPT as prompts, and the chatbot will generate responses based on what it sees. For example, you could upload a photo of a recipe and ask ChatGPT to generate a list of ingredients or instructions. We’ll expand on this shortly.
  • Voice input: People can also use voice prompts to interact with ChatGPT. This can be useful for hands-free tasks, such as asking ChatGPT to play a song while driving.
  • Voice output: ChatGPT can also generate responses in one of five different natural-sounding voices. This means that users can have a more normal and conversational experience with the chatbot.
  • DALL-E integration: ChatGPT Plus and Enterprise users can now generate images from text descriptions directly within the ChatGPT interface with the DALL-E GPT, like this one (“Generate an image of a human chatting with an AI robot”):

DALL·E-generated image of woman conversing with an AI robot

  • As of April 3, 2024, you can now edit your DALL-E images right in ChatGPT:

Edit DALL-E images in ChatGPT

  • Plus you can quickly choose among several image styles:

OpenAI DALL·E GPT tweet

Google Bard’s Integrations

While ChatGPT is making waves with its multimodal approach, Google Bard is emerging as a strong contender in the AI sphere.

Many users have noted its proficiency, even going as far as to say that Bard surpasses ChatGPT in certain areas. The argument in favor of Bard often centers on the freshness of its data.

ChatGPT, despite its upcoming versions, relies on slightly outdated data sets (its current knowledge base cuts off at September 2021), which affects its relevancy in up-to-date and evolving topics.

Google Bard boasts integrations with various data sources, such as:

  • Google Flights
  • Google Maps
  • Google Hotels
  • the broader Google Workspace
  • and now YouTube

That’s just a handful of the product integrations Google Bard is capable of. Also, because it does not have a knowledge cut-off date, it can access information through Google Search, which means it can communicate more dynamically with tools like Maps and Hotels, providing (almost) real-time updates on queries related to those topics.

Image1

A simple query, like seeking insights about a YouTube influencer, can yield detailed results about the channels they operate, their primary content themes, and much more.

The difference in utility between ChatGPT and Google Bard is evident, with each having its unique strengths. Some users lean towards Bard for certain tasks, while ChatGPT remains the go-to for others. The competition between the two ensures that AI tools will continually evolve, offering users enhanced capabilities.

Image Interpretation

Both Google Bard and ChatGPT use multimodal AI to describe photos by combining their knowledge of language and images:

Screenshot of chatgbt anayzing photo of plug

This is helpful for marketers because it allows them to generate more accurate and informative descriptions of their products and services.

For example, you could use Bard or ChatGPT to generate a description of a new clothing item that would be more likely to capture the attention of potential customers. Or, you could use these models to generate descriptions of your products in different languages, which could help you reach a wider audience.

Here are some specific ways that marketers can use Bard and ChatGPT to describe photos:

  • Generate product descriptions: This can help marketers to increase sales and improve the customer experience.
  • Create marketing campaigns: A marketer could use these models to generate different ad copy for different social media platforms based on the graphics or images provided.
  • Improve SEO: Bard and ChatGPT can be used to generate descriptions of photos that are optimized for search engines. This can help marketers improve the ranking of their websites in search results.

The Road Ahead for Multimodal AI

The rapid advancements in AI tools like ChatGPT and Google Bard are undoubtedly exciting. However, a note of caution: these tools are still in their developmental phase. Expecting flawless operation might lead to disappointment. Over the next couple years, these tools will likely become more refined and accurate – and inaccuracies will still persist.

The key to harnessing the power of these AI tools lies in the synergy between human and machine. Relying solely on AI might not yield the best results. But combined with human judgment and expertise, these tools can become a formidable asset.

As always, with technology evolving at breakneck speeds, staying updated on these tools will ensure that users are always ahead of the curve.

If you’re ready to level up your brand with AI tools, Single Grain’s AI experts can help!👇

Work With Us

 

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post Multimodal AI: What ChatGPT and Google Bard Can Now Do appeared first on Single Grain.

]]>
Traditional Marketing Methods Die Hard: What’s Old Is New Again https://www.singlegrain.com/blog/ms/traditional-marketing-methods/ Thu, 04 Apr 2024 15:00:28 +0000 https://www.singlegrain.com/?p=60453 It looks like traditional marketing methods die hard. Marketers everywhere are returning to older tactics and strategies that seemingly fizzled out and yet they’re seeing success with them once again....

The post Traditional Marketing Methods Die Hard: What’s Old Is New Again appeared first on Single Grain.

]]>
It looks like traditional marketing methods die hard. Marketers everywhere are returning to older tactics and strategies that seemingly fizzled out and yet they’re seeing success with them once again.

Agencies like Single Grain and NP Digital have always been future-first media companies, but sometimes we surprise ourselves when we manage to boost our clients’ leads and sales through more traditional marketing strategies.

While AI and machine learning can streamline and quicken content production, they also bring to light issues of authenticity and quality. The flood of AI-generated content across the web has saturated the market with duplicative and superficial material, creating an overly competitive space and, worse, apathy and disdain from users.

In this post, we’ll note some observations about traditional marketing methods that will counteract the sea of AI mumbo-jumbo and can actually help you move the needle in your marketing campaigns this year.

Help Me Improve My Marketing Campaigns

Direct Mail: An Old-School Approach with New-Age Potential

Direct mail is one of the oldest tricks in the playbook, and it still has a place in modern marketing. It really comes down to the way people want to consume their media. And when they’re overloaded with digital ads and notifications through their phones and computers, it can be refreshing to hold a tangible piece of mail.

Believe it or not, there’s also a portion of people who still aren’t all that connected to digital media. For instance, affluent individuals aged 55 and above, who may not be as engaged online, respond well to high-quality, direct mail pieces, even saying that direct mail content will win their attention over digital media:

Image1

So keep this in mind:

The direct mail approach is still really potent in local marketing strategies aimed at wealthy communities.

When aiming to engage affluent audiences, the method of delivery can significantly impact the perceived value of your message. Sending materials via premium services like FedEx or UPS can elevate the recipient’s experience, imbuing your communication with a sense of importance and exclusivity.

It’s a strategic reminder that in marketing, every detail matters, and perception can significantly influence effectiveness. But it’s not just about sending letters and fliers anymore, it’s about crafting personalized, tactile connections in an increasingly impersonal digital world.

Our guess is that more and more businesses and agencies will start prioritizing direct mail as a subversive tactic to gain people’s attention outside of the digital playing field.

Related Content: 7 Marketing Strategies that Work to Increase Conversions

Privacy Regulations Are Forcing Marketers to Do More With Less

Let’s back up for a second (or fast-forward?). The advent of ethical correctness in digital media has drastically altered the way businesses will engage with their customers this year and beyond.

As digital environments and privacy concerns have grown, so has the public’s behavior when it comes to tracking and data collection in marketing. Techniques that once delivered remarkable outcomes (because they were easier to track) are getting more complicated and, in more cases now, incredibly vague to discern.

Let’s take a quick look at two examples:

Targeted Online Advertising

In the past, marketers could easily track users’ online activities and preferences through cookies and third-party data, enabling highly personalized and effective advertising campaigns. However, with the rise of data privacy concerns and regulations like GDPR in Europe and CCPA in California, coupled with tech companies like Apple implementing stricter privacy controls, the ability to track and target users has become significantly more challenging.

Marketers now need to find new strategies for reaching their audience without relying on the extensive data previously available to them.

Email Marketing

It was once relatively straightforward to track open rates, click-through rates and conversions from email campaigns, thanks to technologies that allowed for detailed monitoring of user interactions with emails. But privacy-focused changes, such as Apple’s Mail Privacy Protection, which prevents senders from using invisible pixels to collect information about the user, have made it harder to gauge the effectiveness of email campaigns.

Marketers have had to adapt by focusing more on the quality of content and engagement rather than relying heavily on tracking metrics.

So what’s to be done?

Here are some tips to navigate the privacy-first climate of digital marketing:

  • Adopt a Privacy-First Approach: With digital privacy concerns on the rise, make sure your marketing tactics are transparent and secure.
  • Prioritize User Experience: Always look for ways to simplify and enhance the user journey, making interactions as seamless as possible. If the user is happy, they’ll be more likely to share their data with you voluntarily.
  • Stay Informed on Privacy Trends: This is a given, but it will set apart the so-so marketers from the ones at the top of their game. As consumer sensitivity towards privacy increases, be certain that your marketing strategies respect and reflect these concerns.
  • Iterate like Crazy: Regularly test different aspects of your marketing strategy to identify what works best and why (this includes a combination of digital and traditional tactics).
  • Listen to Your Audience: Use customer feedback as a crucial input for refining and adjusting your marketing approaches.
  • Monitor Conversion Trends: Keep an eye on how conversion rates fluctuate over time to gauge the effectiveness of your strategies. This is especially crucial when evaluating the marketing results you garnered in the last couple years compared to this year when third-party cookie depreciation will finally take effect.

If you apply these tips to your own marketing philosophy and approach, you’ll undoubtedly be way ahead of the game in 2024.

Related Content: Google Privacy Sandbox: What Does It Mean for the Future of Targeted Ads?

The Intersection of Old and New: Maximizing Value

The resurgence of newsletters highlights a critical aspect of marketing — maximizing value through understanding and innovation.

An admittedly aging tactic, newsletters have experienced a renaissance, reminding us of their potency in fostering direct relationships with consumers. But instead of cluttering them with ads, newsletters today should be completely focused on delivering value to the recipients (your prospects). From there, you’ll naturally encourage affinity to your brand, leading to more engaged audiences and, ultimately, their taking a desired action.

Newsletters are just one example, though. It’s essential to challenge the status quo and not take for granted the effectiveness of prevailing marketing trends, or just anything that’s being thrown around on the internet.

Here’s a quick list of the most popular traditional marketing methods you can try out. Again, not all of these may be applicable to your brand, so it’s up to you to decide which one(s) will likely give you the best value for your time:

Yes, it’s wise to entertain all your options, including experimental strategies, but what works for one brand may not work for another, and even proven strategies can falter. So stay cautious, and iterate constantly.

Related Content: Creative Marketing Strategies: How to Market a Cannabis Company

Conclusion: Blending Tradition with Innovation

Taking a look at the differences between traditional marketing methods and modern innovations, it’s clear that the key to enduring success lies in a finely seasoned blend.

Understanding your industry, audience and strategies’ temporal effectiveness is paramount. The evolution of marketing is a testament to its foundational principle: Connect with your audience in the most effective, authentic way possible, irrespective of the medium.

The journey from traditional to digital and back to traditional just goes to show the nature of marketing trends and the perennial quest for relevance and connection in an ever-changing market. Even now, more and more people are catching on to how AI-derived marketing content is shallow when compared to more soul-filled marketing material.

Because of that, it’s no wonder that people are gravitating back to old-school marketing techniques. But be ready, because AI certainly isn’t going anywhere, and it’s only going to get better at mimicking genuine human creativity.

If you’re ready to level up your traditional campaigns with new AI tactics, Single Grain’s AI marketing experts can help!👇

Help Me Improve My Marketing Campaigns

 

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post Traditional Marketing Methods Die Hard: What’s Old Is New Again appeared first on Single Grain.

]]>
New Perplexity Ads: What Marketers Need to Know https://www.singlegrain.com/blog/n/perplexity-ads/ Wed, 03 Apr 2024 23:52:00 +0000 https://www.singlegrain.com/?p=60567 Perplexity.ai just announced a new feature: It will soon show ads in its answers to user queries. Or, more specifically, in its related questions section at the bottom of its...

The post New Perplexity Ads: What Marketers Need to Know appeared first on Single Grain.

]]>
Perplexity.ai just announced a new feature: It will soon show ads in its answers to user queries. Or, more specifically, in its related questions section at the bottom of its answer.

Why the related questions section? Apparently, that section accounts for 40% of all the AI-powered search platform’s queries. The company also said that the ads will be relevant to the search query and native to the context.

The appearance of ads will likely be by the beginning of the third quarter, or roughly July.

Let’s take a quick look at this announcement and see why you, the marketer, should care.

What Is Perplexity.ai?

For anyone who has not yet heard of it (I only learned of this tool a month or so ago), Perplexity.ai is a conversational search engine that answers queries with natural language predictive text. It also includes videos and images in the response, as well as the sources it’s cited in a neat row at the top of its answer:

Perplexity.ai's interface

It was launched in 2022 (who knew?) and generates responses using web sources with links cited within the text to which you can ask follow-up questions. It’s basically a cross between Google search and ChatGPT conversations.

Perplexity, an AI-powered conversational search engine

screenshot of Perplexity.ai search results

Operating on a freemium model, Perplexity.ai’s free product leverages OpenAI’s GPT-3.5 model along with its own enhancements. You can’t save threads in the free version, but there is a paid version, called Perplexity Pro, or Pro Search, which allows you to upload files, including images, save your threads, and generate images using AI. It also asks you questions to refine its answers.

Related Content: ChatGPT Gets Prominent Links: What You Need to Know

Innovating Search: Perplexity Ads in Its Search Results

So Perplexity just announced that it’s now incorporating advertisements into its search results. In contrast to its original ad-free model, this new model is about opening up more revenue avenues for the company while maintaining the balance between monetization and user experience. (Hopefully. I’m looking at you, Google.)

In addition to its main response, Perplexity also includes three related questions at the bottom, not unlike Google. According to the company’s chief business officer Dmitry Shevelenko: “These related questions, which account for 40% of Perplexity’s queries, are where the company will start introducing native ads, by letting brands influence these questions.”

Perplexity.ai related questions, which is where Perplexity ads will be shown

Perplexity’s decision to integrate ads into its platform is not just about the bottom line. It’s also a strategic move to sustain and improve its service. Running ads can, of course, provide the resources to continue iterating its platform and stay ahead of the competition.

However, this new feature raises important questions about how advertisements will be seamlessly woven into search results without compromising the quality and integrity that users have come to expect. I mean, we’ve all grumbled about Google’s increasing number and size of ads at the top of the SERPs…so, we shall see.

The Pros and Cons of AI-Powered Advertising

The use of AI in targeting and placing ads – which, of course, is not exactly new (think programmatic ads), but it has evolved quite rapidly recently – is promising for creating more relevant and engaging user experiences.

Pros of AI-powered ads:

  • Targeting Precision: AI algorithms can analyze vast amounts of data to identify patterns and insights, which makes for highly targeted advertising that reaches the right audience at the right time.
  • Improved ROI: By optimizing ad placements and personalizing messages, AI can enhance engagement rates, conversions and, thus, better ROAS for marketing campaigns.
  • Efficiency and Automation: AI automates routine tasks such as bid management and audience segmentation, which saves you time and reduces the potential for human error (although you still have to be wary of baked-in biases).
  • Dynamic Content Optimization: AI can test and optimize various elements of ads in real time, including images, headlines and calls to action.
  • Predictive Analytics: AI’s ability to predict future trends based on past and current data can help businesses stay ahead of the curve by tailoring their advertising strategies to meet anticipated changes in consumer behavior.

On the other hand, the challenge will be to align its advertising model with user expectations.

Cons of AI-powered ads:

  • Complexity and Integration Challenges: Implementing AI in advertising strategies can be complex, so it requires significant technical skills to integrate it with existing systems.
  • Data Privacy Concerns: The extensive data collection and analysis involved in AI-powered advertising raise concerns about consumer data privacy and the ethical use of data.

Apple iOS permission to track

  • Lack of Creativity: While AI excels at optimizing and personalizing content, it tends to lack the creative intuition that human marketers bring to advertising campaigns.
  • Dependence on Data Quality: AI’s effectiveness is heavily dependent on the quality and quantity of data it has access to. Poor data can lead to inaccurate targeting and less effective campaigns.
  • Costs: While AI can save costs in the long term through efficiency gains, the initial investment in technology and expertise can be significant, making it less accessible for small businesses.

The platform’s ability to integrate ads without detracting from its core value proposition — providing accurate, fast and relevant search results — will be important in maintaining user trust.

On Perplexity’s About Page, it used to say (last week): “Perplexity was founded on the belief that searching for information should be a straightforward, efficient experience, free from the influence of advertising-driven models.

But now it says: “Perplexity was founded on the belief that searching for information should be a straightforward, efficient experience.”

So we shall see.

Related Content: How to Optimize Your Brand for ChatGPT 🤖

What to Know About Perplexity’s New Ads

With 15 million monthly active users on this AI-powered search platform, it seems a decent enough number for marketers to be interested. And, of course, Perplexity has to make sure that its native ads or sponsored questions are relevant.

At the moment, its market share is pretty slim:

Perplexity Ads: graph showing market share among search engines

But search volume on this platform is growing fast: up 20,512% to 471K over the past year:

Perplexity Ads: search volume on Perplexity.ai

The target audience for Perplexity consists of programmers, students, writers/researchers, artists, and “professionals” (isn’t that what all these other groups, except students, are??):

Perplexity.ai target audience

The largest portions of its user base are located in Indonesia, United States and India:

Perplexity Ads: graph showing the tool's top userbase by country

And how do users feel about Perplexity?

Perplexity Ads: graph showing survey responses from users

Last Word on Perplexity Ads

Perplexity.ai’s decision to integrate ads into its search results represents a strategic shift towards revenue diversification while prioritizing (fingers crossed!) user experience.

Given the platform’s growing popularity and potential to influence online advertising, adapting strategies to leverage Perplexity.ai’s advertising opportunities could be a great opportunity for marketers seeking to engage with their target audiences.

Finding your place before the platform gets saturated and overpriced makes sense, so marketers should consider at least monitoring the platform’s evolving advertising model to see if it makes sense for you.

Key Takeaways:

  • Perplexity.ai is integrating ads into its search results, aiming to balance revenue generation with user experience.
  • The move reflects a strategic effort to sustain and enhance the service, aligning with industry trends in AI-powered advertising.
  • Pros of AI-powered ads include precise targeting, improved ROI and efficiency, while cons involve complexity, data privacy concerns and dependence on data quality.
  • Perplexity’s user base spans programmers, students, writers and other professionals, with significant usage in Indonesia, the United States and India.
  • Marketers should consider the relevance and targeting of ads on Perplexity.ai, given its growing user base and evolving advertising model.

If you’re ready to transform your ad campaigns with AI technology, Single Grain’s AI experts can help!👇

Help Me Level Up with AI

The post New Perplexity Ads: What Marketers Need to Know appeared first on Single Grain.

]]>
ChatGPT Gets Prominent Links: What You Need to Know https://www.singlegrain.com/blog/n/chatgpt-prominent-links/ Wed, 03 Apr 2024 23:49:08 +0000 https://www.singlegrain.com/?p=60565 OpenAI just added a new feature to ChatGPT that makes source links more prominent in its responses: We’re making links more prominent when ChatGPT browses the internet. This gives more...

The post ChatGPT Gets Prominent Links: What You Need to Know appeared first on Single Grain.

]]>
OpenAI just added a new feature to ChatGPT that makes source links more prominent in its responses:

Let’s take a quick look at this announcement and see what it means for you, the marketing professional.

Help Me Level Up with AI

ChatGPT’s Prominent Links Means More Transparency

This update underscores OpenAI’s commitment to transparency when it comes to accessing original content, meaning that users can easily trace facts and stats back to their origins. This move is particularly important in an era where the dissemination of information and the authenticity of digital content are under constant (and growing) scrutiny.

By integrating more visible and accessible links directly into ChatGPT’s responses, OpenAI aims to encourage direct engagement with content creators and publishers and support reliable information sharing. In other words, it doesn’t want to get sued for plagiarism.

I’ve noticed these prominent links in the last week or so:

Screenshot showing ChatGPT's Prominent Links to clearly cite sources

This improvement to ChatGPT’s functionality appears to be a part of a larger strategy to make the tool not just a provider of answers, but more like Perplexity.ai (more on this AI tool here) – a cross between Google search and ChatGPT conversations. This new feature emphasizes the importance of sourcing in the age of information overload (not to mention information lawsuits) and AI-generated content.

Offering a quick way to verify the information provided by ChatGPT is sure to make it more than just a conversational AI tool. As a writer/editor who researches a lot, this is a particularly useful addition. Instead of having to copy/paste the info ChatGPT provides into Google to verify it, you can now just click on the source.

Speaking of which, Sam Altman, OpenAI’s CEO, has said that he would like to integrate ChatGPT with Search, so keep your eye open for that feature….

Related Content: New Perplexity Ads: What Marketers Need to Know

Why Marketers and Businesses Should Care

ChatGPT’s new prominent links (with the brand name) could be significant for businesses and marketers for several reasons, such as:

  • Brand Awareness: If ChatGPT cites a business’s website as a source, it can be a valuable form of brand awareness. Users who click the link will be directed to the business’s content, potentially leading to new customers or clients.
  • Increased Transparency: Links can help users understand the source of ChatGPT’s information and determine its credibility. This can be especially important for factual topics where users need to trust the information they receive.
  • Content Marketing Opportunities: For businesses involved in content creation, the more prominent links feature could be leveraged to drive traffic to their own published content, assuming it’s among the sources ChatGPT uses.
  • Competitive Intelligence: Marketers can use ChatGPT to research topics related to their industry and easily access the sources of information, providing insights into competitors’ content strategy, industry trends and emerging themes.
  • Improved SEO & Backlink Strategy: Links from ChatGPT (especially if from the paid, high-use tiers) could potentially have a positive impact on a website’s SEO, leading to increased backlinks and traffic from users. This is because search engines consider backlinks when ranking websites.

Graph showing the #1 result on Google have 3.8x more backlinks

On the other hand, it’s important to remember a few other points:

  • Limited Exposure: Source links are currently only available in the paid versions of ChatGPT, so the reach may be limited compared to the free version.
  • Click-Through Rate: It’s unclear how many users will actually click on the provided links.
  • Outdated Information: Since ChatGPT is trained on a massive dataset, there’s a chance the linked information might be outdated.

So will websites that are cited in ChatGPT’s results see an increase in traffic? At this point, only time will tell. In the meantime, check out this helpful article… 👇

Related Content: How to Optimize Your Brand for ChatGPT 🤖

Are ChatGPT’s Links Trustworthy?

As anyone who’s used ChatGPT long enough knows, this AI tool has a tendency to make up sh*t – or, as the more diplomatic OpenAI calls it, “hallucinate.” Several times I have asked it to provide a source, or at least more information, on a particular fact or case study it mentioned (with specific statistics), to which it replied, “Sorry! I may have made that up.”

So the question here is: Will ChatGPT make up sources/links, too?

Yes, ChatGPT may provide links that are broken, outdated or completely fabricated, even including fake journal names and publication details. Remember, its knowledge cut-off date is at least a year behind the rest of the world. This is a known issue with large language models like ChatGPT, as they do not actually have true “knowledge” – they are just predicting text based on patterns in their training data.

When ChatGPT provides a source link, it is important to verify the link and the information. You can also report broken, outdated or incorrect source links to OpenAI, either via ChatGPT’s interface in the bottom right corner:

Screenshot showing where to find the help page to report inaccurate or outdated links in ChatGPT

Or via the OpenAI Developer Forum (or Community Forum), or via OpenAI’s social media (Twitter, LinkedIn).

Key Takeaways on ChatGPT’s Prominent Links

While ChatGPT has indeed made source links more visible in its responses, this feature is currently limited to paid subscribers. The change aims to provide more transparency around where the information is coming from.

This is important because it enhances the tool’s utility, making it more than just a fun AI conversationalist. It not only improves the user experience by facilitating access to original content, but also supports the broader digital ecosystem through acknowledgment for content creators.

This development came as a result of, and continues to emphasize, the importance of transparency, reliability and ethical considerations in the age of artificial intelligence.

Key Takeaways:

  • OpenAI has announced that they are making links more prominent when ChatGPT browses the internet.
  • This new feature will display the name of the website the information is from, along with a clickable link to the source, to make it easier for users to discover the original content.
  • This feature is currently in a rollout phase, so it might not be available to all users yet.
  • This update is only available to paid ChatGPT Plus, Team and Enterprise subscribers, not the free version.
  • Some users (mostly publishers) have welcomed this change as a way for OpenAI to address concerns about ChatGPT’s use of web-scraping to train its model without explicit permission from content creators.

If you’re ready to transform your business with AI technology, Single Grain’s AI experts can help!👇

Help Me Level Up with AI

The post ChatGPT Gets Prominent Links: What You Need to Know appeared first on Single Grain.

]]>
What a Potential TikTok Ban Means for Advertisers and Marketers https://www.singlegrain.com/blog/ms/tiktok-ban/ Wed, 03 Apr 2024 15:00:53 +0000 https://www.singlegrain.com/?p=60452 The U.S. House of Representatives has passed a bill for a TikTok ban, which has sparked various predictions about the complexity and implications such a move would entail for social...

The post What a Potential TikTok Ban Means for Advertisers and Marketers appeared first on Single Grain.

]]>
The U.S. House of Representatives has passed a bill for a TikTok ban, which has sparked various predictions about the complexity and implications such a move would entail for social media, tech industries, and global digital economies.

This isn’t just about a single app facing restrictions. If the ban becomes absolute, then it will create a massive ripple effect jostling stakeholders across the globe, and one of the core platforms that marketers use to advertise would be more or less crippled.

In this post, we’re taking a look at the potential ramifications as they pertain to marketing that could follow if TikTok actually does end up getting banned in the United States.

Boost My TikTok Ads Reach

The Technicalities and Implications of a Ban

Removing TikTok from app stores would indirectly eliminate the platform’s operational capabilities, affecting not only the app itself but also its service providers and stakeholders globally.

TikTok app in Google Play Store

Such a decision, even just for the U.S., can have cascading effects worldwide.

First off, the U.S. House banning TikTok doesn’t mean a whole lot — yet. But it could become something bigger if it reaches certain legal checkpoints:

  • It would still have to go through the Senate
  • Then land on Joe Biden’s desk (which Biden admitted he would sign if it were presented to him)
  • And then go all the way up to the Supreme Court

Then and only then would a ban like this actually have some notable effect.

The way I see it is that there would be a clear, catastrophic chain reaction that would follow any sort of TikTok ban that would probably look something like this:

  • TikTok gets the boot from app stores: This means you wouldn’t be able to download or update the app anymore. No new users would be allowed to join and current users wouldn’t get the latest features or fixes.
  • Service provider limitations: This would disrupt operational capabilities by targeting backend services that are crucial for the app’s functioning, affecting everything from content delivery to user experience.
  • Global stakeholder concerns: This would affect all the big players who’ve invested in TikTok or work with it. It’s like owning part of a winning racehorse and then hearing that it might not race again. These global groups, including Sequoia Capital (which possibly stands to lose the most if TikTok is actually banned), are watching closely because their money and plans are tied up in TikTok’s future.

You May Also Like: Elevate Your Brand with a Top 5 TikTok Ad Agency

Economic Considerations and Responses

ByteDance, the company that owns TikTok, isn’t likely to stand idly by in the wake of a potential TikTok ban without jumping into action. This company struck gold with TikTok, becoming a global sensation, and they’re fiercely protective of it. With $84 billion at stake, ByteDance has already dropped a cool billion on compliance efforts alone.

ByteDance’s moves show it’s not just about weathering the storm, but about strategic maneuvering to stay on top. They’re navigating a complex web of regulations and international tensions, all while holding onto an app that’s reshaped culture and media worldwide.

Privacy Concerns: A Universal Issue

With how much data privacy sensitivity has been surging in the last year, it’s no surprise that TikTok has fallen into the crosshairs of U.S. legislators attempting to ban the platform — again.

However, this is not a challenge that’s unique to TikTok. Other social platforms and companies engage in extensive data collection and analysis:

Image1

Examples like Amazon’s predictive analytics showcases the widespread practice of monitoring consumer behavior for means of remarketing to users who engage with a brand.

Related Content: How to Launch a TikTok Ads Campaign for E-commerce

How a Potential Ban Would Affect Marketers

If marketers were unable to advertise on TikTok due to a ban or severe restrictions, they would naturally pivot and flock to other platforms to reach their target audiences.

Here’s how this would likely happen:

  • There would become an immediate need to find alternatives: Marketers would seek out platforms with similar demographics to TikTok’s, such as Instagram Reels or Snapchat, which also cater to a younger, content-hungry audience. These platforms offer similar short-form, creative content opportunities that are ideal for innovative marketing campaigns.
  • There would be a new need for added channel diversification: Marketers would need to diversify their strategies across multiple platforms to mitigate future risks, investing in a broader online presence that spans several social networks and digital channels.

Omnichannel

  • If privacy laws are what kills TikTok, then engagement will become a huge focus: The need to adapt to different platforms, from a privacy point of view, would spark innovation in how brands engage with their audience. Each platform has unique features and user expectations; marketers would tailor their content and campaigns to align with these nuances, potentially discovering new, effective ways to connect with audiences.
  • Other platforms will get a heck of a lot more competitive: As marketers move their focus and budgets to other platforms, competition on those networks would intensify. This would likely lead to higher ad costs and a push for more creative and high-quality content to stand out in a crowded space.
  • New and existing platforms will fill the vacuum left by TikTok: The absence of TikTok would create a vacuum that new or smaller platforms could fill. Marketers who are always on the lookout for the next big thing could invest early in these emerging spaces, trying to capitalize on lower competition.
  • Marketing strategies will inevitably have to change: Marketers would need to revisit their marketing strategies, placing greater emphasis on platforms that offer robust analytics, targeting capabilities, and high user engagement rates. This strategic pivot could also lead to an increased focus on content marketing, SEO, and email marketing as complementary efforts to social media advertising.

In essence, the inability to advertise on TikTok would not deter marketers, but rather redirect their creative energies and budgets. It would lead to a period of adjustment and innovation as brands seek new ways to capture attention and engage with their audiences in an ever-evolving online ecosystem.

Likely Outcomes if a TikTok Ban Is Finalized

Speculation about TikTok’s future varies, with some predicting a possible divestiture or sale to keep the platform alive in certain markets. Historical precedents, such as discussions around divesting TikTok to companies like Oracle or Walmart, suggest that strategic solutions may be sought to address regulatory concerns while preserving the platform’s value and operations.

Here are a few of these scenarios:

Divestiture or Sale

In response to regulatory pressures, TikTok might find itself under new ownership. This could mean selling the app to a company based in a key market, ensuring its continued operation while appeasing local regulatory bodies. Such a move would aim to keep TikTok’s global community intact, leveraging the local company’s understanding of regulatory compliance and cultural nuances to maintain its popularity and relevance.

Strategic Compliance

Facing a patchwork of regulations across different countries, TikTok could ramp up its efforts to align with each jurisdiction’s unique requirements. This means investing more in legal, privacy and content moderation frameworks to satisfy various governments’ demands.

Strategic compliance (or “strategic survival” in this case) is about playing the long game, demonstrating a commitment to responsible platform management and securing its position as a global player by respecting local laws and cultural expectations.

Market Adaptation

The social media ecosystem is dynamic, with platforms continually evolving to meet user expectations and regulatory standards. Existing platforms could consolidate, merging strengths to create more robust offerings that better navigate the complexities of global regulations.

This adaptation phase is crucial for staying relevant and competitive, ensuring that users have access to engaging content in a compliant and safe online environment.

Conclusion: Adaptation in the Social Media Space

Regardless of the outcome, the digital space is resilient and adaptive. Marketers, influencers and companies will find ways to adjust, whether through platform migration, diversified social media strategies or innovative content delivery methods.

Remember, we almost went down this rabbit hole in 2020 when Donald Trump was president, and the ban didn’t progress. However, now the issues of data privacy are much more poignant in people’s minds, which could be the fuel needed to push a ban like this further than before.

In any case, our duty as marketers is to ride the wave and adapt our practices to find our audiences, no matter where they are. So, ban or not, marketing as we know it won’t go away. But it will definitely change.

If you’re ready to level up your social media ads, Single Grain’s TikTok ads experts can help!👇

Boost My TikTok Ads Reach

 

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post What a Potential TikTok Ban Means for Advertisers and Marketers appeared first on Single Grain.

]]>
What Is Google’s Search Generative Experience (SGE) and How Does It Affect SEO? https://www.singlegrain.com/blog/ms/search-generative-experience/ Mon, 01 Apr 2024 18:00:27 +0000 https://www.singlegrain.com/?p=50535 SEO is an ever-changing landscape, especially with rapid advancements like artificial intelligence and now with Google’s Search Generative Experience adding new layers of complexity. Recently, a report by Insight Partners...

The post What Is Google’s Search Generative Experience (SGE) and How Does It Affect SEO? appeared first on Single Grain.

]]>
SEO is an ever-changing landscape, especially with rapid advancements like artificial intelligence and now with Google’s Search Generative Experience adding new layers of complexity.

Recently, a report by Insight Partners made a rather alarming prediction: Organic search traffic will decline a lot due to Google’s new experiment they call “Search Generative Experience” (SGE).

But is it time to hit the panic button? Let’s dissect the situation and what it really means for businesses and digital marketing professionals.


TABLE OF CONTENTS:


Elevate My Search Rankings with AI

What the Heck Is Search Generative Experience?

Search Generative Experience (SGE) is a new way to search the web using generative AI. Generative AI is a type of artificial intelligence that can create new content, such as text, images and code. SGE uses generative AI to provide more comprehensive and informative answers to your search queries.

For example, if you search for “how to make a paper airplane,” SGE will not only provide you with a list of links to websites with instructions, but it will also generate a step-by-step guide with images and videos. Or, if you search for “what is the meaning of life,” SGE will provide you with a variety of different perspectives on this question from philosophers, theologians and scientists.

Here are just a few of the ways SGE is intended to help search engine users:

  • Understand complex topics quickly: SGE can generate summaries of complex topics, such as scientific papers or historical events, in a way that is easy to understand. This can save you a lot of time and effort, especially if you are new to a topic.
  • Compare and contrast different options: SGE can help you compare and contrast different products, services or ideas. This can be helpful when making decisions, such as which car to buy or which university to attend.
  • Get creative: SGE can help you generate creative ideas, such as recipes, blog post topics or even code snippets. This can be helpful if you are looking for inspiration or if you need to get started on a project.
  • Add to Sheets function: This feature allows you to “insert a search result directly into a spreadsheet and share with friends. It’s your perfect research companion for planning a trip and adding info to your itinerary, or keeping track of other information you’ve found on Search.”:
SGE add to sheets feature

SGE is still under development, but it has the potential to revolutionize the way we search the web. By making it easier to understand and learn from information, SGE is meant to help streamline the search process and help users get the answers to their questions faster.

Here’s an example of how SGE might look in the SERPs:

how SGE might look in the SERPs

This SGE search format – basically a combo of Google search and ChatGPT is not unlike Perplexity.ai:

Perplexity AI search Perplexity3

Related Content: Generative Engine Optimization (GEO): The Future of SEO

SEO vs SGE

While SEO is an established field with well-defined practices, SGE represents a new frontier in search, driven by advancements in generative AI. As SGE continues to evolve, its impact on traditional SEO practices and strategies will be an area of ongoing interest and adaptation for professionals in the field.

Here’s an at-a-glance look at the differences between SGE and SEO:

Image5

Examples of How SGE Is Being Used

These examples illustrate how SGE is currently being used in different industries:

Retail and Ecommerce:

  • SGE can provide detailed product overviews, reviews and recommendations to help consumers make informed purchasing decisions.
  • It can also generate personalized shopping lists, gift ideas and style recommendations based on user preferences and search history.

Travel and Hospitality:

  • SGE can deliver tailored information about local attractions, restaurants, hotels and transportation options based on a user’s location and search context.
  • It can also provide real-time updates on flight status, hotel availability and other travel-related details.

Healthcare and Wellness:

  • SGE can offer summaries of medical conditions, treatment options and lifestyle advice, while also providing disclaimers about the need for professional medical advice.
  • It can help users research symptoms, find nearby healthcare providers and understand medication information.

Finance and Banking:

  • SGE can assist users in understanding financial concepts, comparing products like loans and credit cards, and providing personalized budgeting tips.
  • It can also help users research investment options, plan for retirement and manage their personal finances.

Education and Research:

  • SGE can provide concise overviews of academic topics, generate study guides and practice questions, and connect users with relevant educational resources.
  • It can also help students with research tasks, such as summarizing key points from sources and suggesting additional materials to explore.

For example, it allows users to fine-tune their translation attempts by offering a choice of meaning in the words they’re looking up:

Image6

These are just a few examples of how SGE is being leveraged across different industries to enhance the user experience by providing more personalized and efficient access to information.

Just want someone to do all the work for you? Single Grain’s AI SEO experts can help!👇

Elevate My Search Rankings with AI

SEO’s Future: A Decline in Traffic?

According to Insight Partners’ analysis, the SERPs are increasingly dominated by Google-owned properties and paid ads, pushing organic results further down the page.

They predict that SGE will impact the amount of traffic being funneled to websites.

They foresee that organic search traffic will decline by 15-25% due to Google’s evolving algorithm and the introduction of this “new experiment,” Search Generative Experience:

Google SERP with search generative experience

But how accurate is this projection?

Here’s an interesting stat: Insight Partners’ study found that only 57% of links cited by SGE are from the first page of organic search results. Furthermore, they note that the evolution towards a zero-click SERP could mean less overall traffic reaching your web page.

Danny Sullivan’s Counter Argument

While Insight Partners may paint a somewhat gloomy picture, it’s worth considering other perspectives.

Danny Sullivan, the public liaison for search at Google, once pointed out that Google has driven more traffic to websites each year since its inception — even considering all the changes to its algorithms. The essence of this argument is that although Google is capturing a larger share of clicks for itself, its sheer growth and popularity mean that there’s still plenty of organic traffic to go around.

So what’s the X-factor many people are missing?

Google’s changes are designed to improve user experience.

For instance, when you type in “Los Angeles weather,” Google directly shows the weather data instead of directing you to a weather website. Although this reduces the number of clicks going to websites, it increases user satisfaction, driving more search queries and, consequently, traffic over time.

Screenshot of today's weather from Google

Search Generative Experience is considered to be the next frontier in search experience, especially with Google increasingly using AI in its algorithms.

As a step towards adapting to this new landscape, Insight Partners recommends signing up for Google Search Labs and engaging with SGE to understand how it impacts search behavior and results.

Image7

Not doing anything about this could put you at a disadvantage, especially since Google plans to roll out SGE in limited circumstances for additional data collection and product tweaking.

Potential Challenges and Solutions with SGE in SEO

The SGE impact on SEO presents several potential challenges for businesses accustomed to traditional search engine optimization strategies. These include:

  • Understanding the Technology: The foundation of SGE lies in complex generative AI and natural language processing technologies. Businesses must grasp how these technologies work to understand how their content might be presented in search results.
  • Content Strategy Adaptation: SGE might prioritize the quality, context and comprehensiveness of content differently than traditional SEO, which could mean businesses will need to focus more on the depth and breadth of information rather than on keyword optimization and backlink strategies.
  • Loss of Direct Traffic: Since SGE can provide answers directly in the search results using AI-generated responses, users might not need to click through to a website for more information. This could lead to a decrease in direct traffic, affecting websites that rely heavily on page views for ad revenue or engagement metrics.
Image1
  • Predictability and Control: With SEO, businesses have a clearer understanding of how changes to their website and content might influence their search rankings. SGE introduces a level of unpredictability, as it’s not entirely clear how generative AI models decide to synthesize content from various sources.
  • Measurement and Analytics: Tracking the effectiveness of content and understanding user behavior may become more complicated with SGE. Traditional metrics like click-through rates and keyword rankings might not fully capture the value or performance of content within a generative search framework.
  • Keeping Up with Evolving Algorithms: As machine learning and AI algorithms behind SGE continue to evolve, staying informed and adapting to these changes can be challenging. Businesses will need to remain agile and possibly invest more in ongoing learning and strategy adjustments.
  • Competition for Featured Snippets: With a potential increase in the value placed on being the source of information for featured snippets in an SGE context, competition for these spots may intensify. Businesses will need to refine their approach to securing these coveted positions.
Image8
  • Ethical and Privacy Concerns: Generative AI’s use of content to train models and generate answers raises questions about copyright, data privacy, and the ethical use of information. Businesses must navigate these concerns carefully, especially those in industries with stringent regulations.

Addressing these challenges requires businesses to be flexible, innovative, and proactive in their approach to content creation and online presence. Here are some practical solutions and mitigation strategies that brands can employ:

✅ Invest in Understanding AI and NLP: Educate your team about generative artificial intelligence, natural language processing, and how they impact search. Understanding these technologies can help in crafting content that aligns with how SGE processes and presents information.

✅ Evolve Content Strategies: Emphasize content that demonstrates your expertise and authority in your field, which is likely to be valued by both traditional SEO and SGE. Prioritize creating in-depth content that thoroughly answers user questions and covers topics comprehensively.

✅ Diversify Traffic Sources: Do not rely solely on search traffic. Expand your presence on social media, email newsletters, and other digital platforms to drive traffic and engagement.

✅ Optimize for Featured Snippets and Rich Answers: Structure content to be easily digestible by AI, using clear headings, bullet points, and answering questions directly. This can increase your chances of being featured in snippets and AI-generated summaries.

✅ Feedback Loops and User Engagement: Encourage user feedback and engagement on your platform to gain insights into what works. User interaction can provide valuable data on content effectiveness and areas for improvement.

Predictions for Future Developments

How will SGE impact SEO?

As Google SGE evolves, it’s pretty clear that it’ll reshape the search landscape by enhancing personalization and understanding user context with unprecedented precision. This evolution will cause a shift in SEO strategies towards creating content that addresses a broader spectrum of user intents and optimizing multimodal content, including text, images, videos and audio, to be more accessible to AI’s indexing capabilities.

The emphasis on SGE based search will increasingly be on producing content that not only answers questions directly, perfect for featured snippets, but also underscores quality and accuracy.

Future developments in SGE suggest a trend towards more interactive and dynamic search experiences, including voice and conversational searches, which will challenge SEO professionals to optimize for natural language queries. Moreover, the integration of SGE with emerging technologies like augmented reality (AR) and virtual reality (VR) hints at new frontiers for SEO, where content must be optimized for visibility and engagement within these virtual environments.

Finally, as the SGE environment expands, ethical and privacy considerations will grow in importance, and it will certainly behoove businesses to adopt transparent practices. Adapting to these changes will require a keen eye on innovation and an agile approach to SEO strategy, focusing on flexibility and the ability to anticipate the needs of both users and evolving AI technologies.

The Real Takeaway: Diversification Is Key

So, is SEO dead or dying?

Far from it. Yes, it’s getting more complex and competitive, but that’s true for many digital marketing channels. Insight Partners’ report shouldn’t serve as a prophecy of doom, but as a call to diversify your digital marketing strategies.

You should not solely rely on SEO for traffic and leads. Think about where your audience spends their time online and optimize for those channels, whether it’s social media, email or other content platforms.

And what about SGE? While it’s crucial to understand and adapt to this emerging technology, it’s also important not to lose sight of the fundamentals of good SEO and content marketing: providing value to your audience.

Search Generative Experience or not, value will always be a currency that attracts and retains audiences.

Last Word on Google’s Search Generative Experience

At the end of the day, Google’s objective aligns with ours — providing the best possible answer to a user’s query. Even as they strive to improve their algorithm and user experience, they’re not about to marginalize the content creators who make their service valuable. After all, Google needs high-quality content to retain its user base and, by extension, its advertising business.

So, is the sky falling? Probably not. But the ground is definitely shifting, and adapting to those shifts is what will set you apart in the SEO landscape.

If you’re ready to boost your online visibility and drive business growth, Single Grain’s AI SEO experts can help!👇

Elevate My Search Rankings with AI

 

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post What Is Google’s Search Generative Experience (SGE) and How Does It Affect SEO? appeared first on Single Grain.

]]>
How to Master Schema Markup for Better SEO Performance https://www.singlegrain.com/blog/x/schema-markup/ Mon, 01 Apr 2024 15:00:56 +0000 https://www.singlegrain.com/?p=59496 The quest for visibility on the internet has led to the evolution of various search engine optimization strategies. Among these, schema markup stands out as a powerful tool, yet it...

The post How to Master Schema Markup for Better SEO Performance appeared first on Single Grain.

]]>
The quest for visibility on the internet has led to the evolution of various search engine optimization strategies. Among these, schema markup stands out as a powerful tool, yet it remains underused by many.

Schema markup, a form of structured data, helps search engines understand the content of your website, thereby enhancing its presence in search results. Not only does it improve your website’s SEO by increasing the chances of enhanced search engine results pages features, but it also boosts the click-through rates by providing users with more informative results.

So whether you’re new to the concept of structured data or looking to refine your existing approach, this guide will provide valuable insights into maximizing your online presence through schema markup.


TABLE OF CONTENTS:


Help Me Elevate My Search Rankings

​​Introduction to Schema Markup

Let’s take a quick look at what schema is, a brief history of it and why it’s important for SEO.

What Is Schema Markup?

Schema markup, also known as structured data, is a form of microdata that you can add to your website’s HTML to improve the way search engines read and represent your page in the SERPs.

It uses a unique semantic vocabulary in code format to provide search engines with more detailed information about your website’s content. This information can include details on articles, local businesses, products, people, events, etc.

Schema helps search engines understand the content of your site and provide more informative results for users.

A Brief History of Structured Data on the Web

The inception of schema markup dates back to the early 2000s when search engines sought ways to better understand and categorize the internet’s rapidly expanding content.

In 2011, Google, Bing, Yahoo and Yandex jointly launched Schema.org, an initiative aimed at creating and supporting a common set of schemas for structured data markup on web pages:

Schema markup example

The collaboration marked a significant step forward in making the web more accessible and understandable not just to users but to search engines as well.

Schema.org provides a framework that webmasters can use to mark up their site’s content in ways that are recognized by major search engines. This markup does not directly influence ranking, but it does affect how web content is displayed, which in turn can impact click-through rates and website traffic.

Why Is Schema Markup Important for SEO?

There are several reasons why schema markup is important for SEO:

  • Enhanced Search Results: Schema markup can lead to the generation of rich snippets, which are enhanced search results featuring additional data like ratings, images and opening hours. This extra information can make your snippet more appealing, leading to a higher click-through rate (CTR).
Example of schema markup in the SERPs
  • Improved Understanding of Your Site’s Content: Schema markup helps search engines understand the context of your content. This clarity can be particularly beneficial for pages with content that can be interpreted in multiple ways. For example, by marking up your events page, you make it clear to search engines that the dates, times and locations mentioned are related to events.
  • Support for Voice Search Optimization: With the rise of voice search, structured data helps voice assistants understand the content of your website better, making it more likely that your information will be used in voice search results.
  • Increased Relevance in Search Results: Schema markup helps search engines to display your content to the most relevant audience. By clearly defining the type of your content (e.g., a recipe, a product review, an event), search engines can more easily match your pages with the queries of users looking for that specific kind of information.
  • Competitive Edge: Despite its benefits, not all websites use schema markup. Implementing it can give you a competitive edge in SERPs, as your site will potentially be more appealing and informative than those of competitors who do not use it.
  • Potential for Higher Rankings: While Google has stated that schema is not directly a ranking factor, the indirect benefits — such as increased CTR and better content understanding — can contribute to better SEO performance and potentially higher rankings.

Schema markup can significantly impact your SEO strategy by improving your site’s visibility and click-through rates. It helps search engines understand your content better, which can lead to higher-quality traffic and increased engagement.

Benefits of Using Schema Markup

Schema markup not only simplifies the process for search engines to crawl, index and display content, but also brings a host of benefits to websites that implement it correctly.

Consider these stats on schema results:

  • 6% of pages on the first page of Google use schema
  • FAQ rich results have an average CTR of 87%
  • Rich results get 58% of clicks on search results vs. non-rich results
  • Pages with schema received a 40% higher click-through rate than pages without

Understanding these advantages should motivate webmasters to embrace schema markup and harness its full potential for SEO success!

Enhancing Search Engine Visibility and Click-Through Rates

One of the most immediate benefits of schema markup is the enhancement of your site’s visibility in search engine results pages. By providing search engines with precise data about your site’s content, schema markup helps generate rich snippets.

These enriched search results can include elements like ratings, images and additional information, making your listings more attractive and informative to potential visitors.

For example, an event page with schema markup can display the event’s date, location and even whether tickets are available directly in the SERPs, making it more likely to be clicked on than a standard listing.

Image11

Improving Website’s Communication with Search Engines for Better SERP Features

Schema markup acts as a direct communication channel between your website and search engines, allowing you to convey detailed information about your content’s context and purpose.

This clarity helps search engines understand the relevance of your content to specific queries, which can lead to your website being featured in special search result features and formats, such as Google’s Knowledge Graph, carousels or voice search responses.

For instance, product and offers schema markup can lead to your products being featured in rich snippets that include price, availability and review ratings, significantly increasing visibility and engagement.

Image1

Building Brand Presence and Trust Online

Implementing Schema can also contribute to building a stronger brand presence and trust online. When search results display detailed information, users perceive these brands as more credible and authoritative.

Also, by improving the accuracy of search result information, businesses reduce the likelihood of user disappointment, which means a positive brand experience right from the first interaction.

Facilitating Content Indexing and Semantic Search

Structured data facilitates the indexing process for search engines, helping them categorize and understand the content more efficiently. This efficiency is crucial for appearing in relevant searches, especially for voice and semantic search queries, where users expect immediate and accurate answers.

Schema markup makes sure that your content is interpreted correctly and matched with the right queries, which enhances overall search performance.

Competitive Edge in SERPs

Finally, despite its clear benefits, many websites have yet to implement schema markup, which gives those who do a competitive edge in SERPs. With structured data, your website can stand out among competitors, attracting more clicks and engagement purely based on the quality and richness of your search result presentation.

So as you can see, implementing schema markup can significantly boost a website’s SEO performance by improving visibility, engagement and communication with search engines. And, of course, it’s not just about rankings. Using schema can also positively impact user experience and brand perception, and boost your competitive standing in the crowded SERPs.

How to Implement Schema Markup

Adding schema markup to your website involves selecting the most relevant schemas from the extensive list provided by Schema.org and embedding them in your site’s HTML. These schemas cover a wide range of data types, from simple descriptions of articles, products and events to more complex information like recipes, reviews and people profiles.

While the idea of adding structured data to your site might seem daunting at first, various tools and plugins have been developed to simplify the process. Google’s Structured Data Markup Helper, for example, is a good resource that guides users through the process of generating the appropriate HTML code for their content.

Image7

And remember: The process can seem complex at first glance, so don’t hesitate to get help from someone who is more technically advanced!

Just want someone to do all the hard work for you? Single Grain’s Schema SEO experts can help!👇

Help Me Elevate My Search Rankings

Identifying the Most Beneficial Types of Schema Markup

The first step in implementing schema markup is identifying the types that will be most beneficial for your website. Schema.org supports a wide array of schemas, each designed to categorize and better define different types of content, including:

Image5
Image6
  • Events: Event markup can make your listings stand out in search results with details like dates, locations and ticket availability.
Image4
Image3
Image8

Selecting the right type of schema depends, of course, on your website’s content and your strategic SEO goals.

Step-by-Step Guide to Adding Schema Markup to a Website

Step 1: Choose the Right Schema

Start by visiting Schema.org to find the most relevant schema for your content. Consider what information you want to highlight in search results.

Example: If you run a cooking blog and want to enhance your recipe posts, you would select the Recipe schema from Schema.org. This schema allows you to highlight ingredients, cooking time and nutritional information directly in search results.

Image12

Step 2: Generate the Markup

Use a tool like Google’s Structured Data Markup Helper to create the HTML code for your selected schema. You simply need to tag the relevant parts of your content on your webpage.

Example: Using Google’s Structured Data Markup Helper, select the “Recipe” data type. Then, paste the URL of one of your recipe posts. The tool allows you to click on elements of your recipe, such as the name, ingredients, and cooking time, and tag them according to the schema.

Note: The “Recipe” data type isn’t directly available in Google’s Structured Data Markup Helper anymore. Here’s how to add Recipe markup using the current Structured Data Markup Helper:

  1. Open the Website tab: Go to Structured Data Markup Helper and select the “Website” tab.
  2. Choose “HTML”: Paste the HTML source of your recipe page instead of the URL.
  3. Start tagging: Click “Start Tagging”.
  4. Highlight elements: Click and drag to highlight elements on your page containing specific recipe information, like:
    • Recipe name
    • Author
    • Ingredients
    • Instructions
    • Cook time
    • Servings
    • Image
  1. Identify data type: For each highlighted element, choose the appropriate sub-type from the dropdown menu. For the recipe content, select “Recipe” as the sub-type.
  2. Review and generate: Once you’ve tagged all relevant elements, click “Generate Code”. This will create the structured data markup for your recipe.
  3. Copy and paste: Copy the generated markup and paste it into the <head> section of your recipe page HTML code.

Step 3: Add the Markup to Your Webpage

Embed the generated schema code into the HTML of your webpage. If you’re using a CMS like WordPress, plugins are available to simplify this process.

Example: After generating your schema code for a chocolate cake recipe, for instance, you would insert this code into the HTML of your recipe page. If using WordPress, you might use a plugin like Yoast SEO or All In One Schema Rich Snippets, which provides fields for entering schema markup without directly editing the HTML.

Image10

Step 4: Test Your Schema Markup

Once added, use Google’s Rich Results Test tool to verify that Google can correctly parse your structured data. This step is important to make sure your efforts are correctly implemented and recognized by search engines.

Example: With the schema added to your chocolate cake recipe page, use Google’s Rich Results Test tool to enter the URL of your updated page. The tool analyzes the page and confirms whether the schema is correctly implemented, showing how your recipe would appear in search results.

Image2
Image9

Step 5: Monitor and Update as Needed

As always, SEO is not a set-it-and-forget-it task. Regularly monitor your markup’s performance and adjust as necessary. Search engines are continually updating how they use and display structured data, so staying informed is key.

For instance, suppose, after implementing the Recipe schema, you notice an increase in traffic to your recipe pages from search engines. But after a few months, Google updates its guidelines on recipe markup to include a new field for “cooking method.” You would then need to revisit your markup and update your pages to include this new information to maintain your rich results status.

Single Grain’s SEO experts can help you enhance your site’s visibility and ranking on search engines!👇

Help Me Elevate My Search Rankings

Stats, Examples and Results

Let’s wrap up by looking at a few hypothetical examples and case studies, plus some real-world results, that highlight the transformative power of schema markup.

Hypothetical Example 1: E-Commerce Website Boosts Product Visibility

Imagine an e-commerce site specializing in outdoor gear that decides to implement Product Schema Markup for its entire product range. By incorporating details like price, availability and customer reviews into their structured data, the site could see its products featured in rich snippets within search results.

Potential Results: This scenario could lead to a hypothetical increase in click-through rates by 30% and a 20% rise in sales for products featured in rich snippets.

Hypothetical Example 2: Local Business Enhances Local SEO

Consider a local restaurant that implements Local Business Schema Markup, including details such as operating hours, location, menu and customer reviews.

Potential Results: This move could enhance the restaurant’s presence in Google’s Local Pack and Knowledge Graph entries, potentially leading to a 40% increase in reservations from search traffic, showcasing the power of accurate and detailed structured data in improving local SEO.

Hypothetical Example 3: Blog Sees Increased Traffic from Featured Snippets

A health and wellness blog might start using Article Schema Markup to optimize content for Google’s Featured Snippets.

Potential Results: In this hypothetical case, the blog could begin appearing in Featured Snippets for relevant queries within six months, experiencing a 50% increase in organic traffic and a boost in domain authority.

Hypothetical Example 4: Event Organizer Maximizes Attendance

An event organizer using Event Schema Markup to detail upcoming concerts could see their events prominently displayed in search results and the Events Carousel.

Potential Results: This visibility could hypothetically result in a 35% increase in ticket sales attributed to search traffic, illustrating the effectiveness of schema markup in promoting events.

Remember, the above examples are hypothetical in order to demonstrate the broad range of benefits schema can offer across different types of websites.

But now let’s take a look at some results of real-world examples:

  • Pages that show as rich results in search saw an 82% higher click-through rate vs non-rich result pages (Nestle/Google)
  • Rotten Tomatoes saw a 25% higher click-through rate for pages with schema vs those without (Rotten Tomatoes/Google)
  • Users spent 1.5x more time on pages that have structured data vs. non-structured data pages (Rakuten/Google)
  • Pages with schema got 2.7x organic traffic, and the average session duration was now 1.5x longer than before it was implemented (Rakuten/Google)

By enhancing search engine visibility, improving user experience, and directly impacting website performance metrics, schema proves to be an indispensable tool for digital marketers.

Best Practices and Common Pitfalls to Avoid

As businesses and webmasters strive to maximize the benefits of schema markup for SEO, adhering to best practices is always important. Not only that, but you want to be aware of common pitfalls that can hinder the effectiveness of structured data on your website.

Here are some key points to remember and mistakes to avoid.

Best Practices for Schema Markup:

  • Start with the Basics: Begin by implementing schema for fundamental elements such as name, address, phone number (for local businesses), product information, and articles. This foundational step ensures that search engines can start to understand and categorize your content more effectively.
  • Use Specific and Relevant Schema Types: Choose the most specific schema type applicable to your content. For instance, if you’re marking up information about a book, use the Book Schema instead of the more generic Product Schema. This specificity helps search engines present your content more accurately in search results.
  • Test Your Markup: Use tools like Google’s Structured Data Testing Tool and Rich Results Test to validate your markup. These tools can identify errors or issues that could prevent your structured data from being correctly processed and displayed in search results.
  • Keep Up with Schema.org Updates: Structured data standards evolve, so regularly check Schema.org and relevant SEO news sources for updates or new features. Staying current ensures that your schema markup remains effective and takes advantage of the latest search engine capabilities.
  • Monitor Performance: Use analytics and search engine tools to monitor how your schema is impacting your site’s performance. Look for changes in click-through rates, search rankings, and visibility in rich snippets or other search features.

Common Pitfalls to Avoid:

  • Overuse and Irrelevance: Avoid using schema markup that is not directly relevant to your content. Marking up irrelevant or inaccurate information can confuse search engines and potentially harm your site’s credibility and search rankings.
  • Incomplete or Incorrect Implementation: Ensure that your schema is complete and correctly implemented. Missing required fields or misusing the markup can lead to errors that negate the benefits of structured data.
  • Ignoring Guidelines: Each search engine has guidelines for using schema. Ignoring these guidelines can result in penalties or your structured data not being recognized. Always adhere to best practices as outlined by search engines like Google.
  • Failing to Update Markup: As your site’s content changes, your markup should be updated accordingly. Outdated structured data can mislead both search engines and users, leading to a poor user experience.
  • Neglecting Mobile Optimization: With the increasing importance of mobile search, make sure that your schema is implemented in a way that supports mobile-friendly pages. This consideration is crucial for maintaining visibility across all device types.

Last Word on Schema Markup for Better SEO

Adding schema is great for SEO, but it’s more than just an SEO tactic, it’s a fundamental shift towards making the web more understandable and accessible for search engines and users alike.

By implementing structured data, businesses can enhance their website’s visibility, improve user experience and, ultimately, drive more engagement and conversions. As we’ve explored through hypothetical examples, the potential benefits of schema are vast, ranging from increased click-through rates to higher visibility in search engine results pages.

In embracing schema, you’re not only optimizing your website for search engines; you’re also enhancing the way users interact with your content online. So, take the strategic steps outlined in this guide, avoid common pitfalls, and watch as your website reaches new heights in the digital ecosystem!

If you’re ready to level up your online presence for superior search results, Single Grain’s SEO experts can help!👇

Help Me Elevate My Search Rankings

The post How to Master Schema Markup for Better SEO Performance appeared first on Single Grain.

]]>
How to Determine Buyer Intent for Your SaaS Products https://www.singlegrain.com/blog/saas/buyer-intent-saas/ Fri, 29 Mar 2024 15:00:11 +0000 https://www.singlegrain.com/?p=60394 In a survey of marketers, findings revealed that: 52% of marketers used intent data for delivering targeted ad content 47% leveraged it for email marketing 44% of respondents indicated its...

The post How to Determine Buyer Intent for Your SaaS Products appeared first on Single Grain.

]]>
In a survey of marketers, findings revealed that:

  • 52% of marketers used intent data for delivering targeted ad content
  • 47% leveraged it for email marketing
  • 44% of respondents indicated its use in marketing personalization

These numbers reveal the importance of buyer intent data in your marketing strategy.

Buyer intent data is a potent tool for B2B marketers, revealing actionable insights into potential customers’ interests in your company’s offerings. This enables precise targeting for sales and marketing, leading to substantial revenue growth.

But what is this buyer intent data? That’s what we’ll discuss in this article.

We’ll also have a look at the five best ways to get your SaaS prospects to signal buyer intent, as well as techniques for nurturing a buying mindset in those who may not be ready to purchase your SaaS product yet.

Help Me Boost My SaaS Growth

What Is Buyer’s Intent?

In the simplest terms, buyer intent or purchasing intent refers to the possibility of a consumer buying a product or service. Another way to say this is: the consumer’s willingness to purchase after coming across a product or service.

A smiling young woman stands in a high-end electronics store in front of a new laptop, her hand reaching out to give her credit card to the employee. The sunlight reflects off the glass facade, casting warm glows on her face and the surrounding environment. Passersby blur in the background, indicating the busy urban atmosphere. The style is a detailed, lifelike photograph capturing the moment with precision, reminiscent of a shot taken with a Canon EOS 5D Mark IV and a Canon EF 24-70mm f/2.8L II USM lens.

There is diverse data that can show buyer intent signals. Such data is called buyer intent data.

This data refers to refers to information collected about a person’s online behavior that indicates their interest or intent to purchase a product or service. It is formed from various signals, both explicit (e.g. search queries, demo requests) and implicit (e.g. time on site, content engagement), and scattered across numerous sources over the internet.

You need to extract this data, analyze it, and draw insights so that you can use it to fuel your marketing strategy.

Buyer intent data is generally categorized into three types:

  • First-party data: It is the data that can be found on your own platforms, such as blogs, landing pages, email newsletters, social media handles, etc.
  • Second-party data: This data can be found on websites and properties other than your own. This is basically the first-party data of other platforms.
  • Third-party data: Intent data sourced from third-party vendors originates from data conglomerates that acquire buyer intent signals from diverse websites and analyze the data for monetization purposes.

Related Content: How Intent Data Can Improve Your B2B Marketing

Why Is Tracking Buyer Intent Important?

In a nutshell, tracking and leveraging buyer intent data is important for sales and marketing teams to identify, prioritize and engage with the most promising prospects, which ultimately drives faster growth and higher revenue.

Let’s break down the top reasons why tracking buyer intent is crucial:

  • Optimized Content Strategy: The buyer can be at any stage of their buying journey. Each stage requires a different content marketing approach. While a free e-book can be a great way to attract top-of-the-funnel prospects, a 10% discount is more suitable for someone ready to pull out their credit card.
  • Lead Prioritization: Buyer intent data prioritizes leads by likelihood of conversion. It identifies actively researching prospects, allowing sales teams to focus on high-potential leads and boosting efficiency and conversion rates.
  • Customer Retention & Upselling: Continuously tracking buyer intent beyond the initial purchase is crucial for customer retention and upselling. By monitoring post-purchase user behavior, SaaS companies can identify upselling opportunities, anticipate needs, and address concerns promptly.
  • Optimized Ad Campaigns: Buyer intent data can be used to align ad targeting, messaging and timing with the prospect’s specific interests and buying stage. By understanding what topics and content prospects are engaging with, you can make your ads more relevant and impactful.
  • Enhanced Account-Based Marketing (ABM): Buyer intent data provides granular insights into the specific needs, interests and buying stage of target accounts, which allows for highly personalized and effective ABM strategies. This helps sales and marketing teams stand out from the competition and engage prospects when they are most receptive.

What Type of Buyer Intent Data Should You Track?

The key metrics, or buyer intent data, you should primarily be tracking are:

Internal Data:

  • Search Queries: Analyzing buyer intent keywords and search terms used by potential customers indicates their interests and needs.
  • Website Engagement: Monitoring page views, time spent on the site, and interactions helps gauge interest levels.
  • Social Media Interactions: Tracking social likes, shares, comments, and mentions provides insights into audience engagement.

External Data:

  • Review Sites: Analyzing the sentiment of your brand through review sites and data aggregation sites.
  • Competitors: Tracking how your prospects behave with your competitor’s content and website.

Understanding the Different Kinds of Buyer Intent Keywords

Buyer intent keywords are essential for digital marketing because they indicate the stage at which a user is making a purchase. From informational to navigational to commercial to transactional, these keywords direct content strategies to match the purchasing readiness of the consumer:

4 Types of Search Intent IG

Recognizing these differences enables marketers to modify their strategy and optimize for engagement and conversion.

1) Informational Search Intent

Informational keywords are usually searched for to find things like tutorials, tips, advice and solutions that help the searcher educate themselves on a particular topic.

For example, when you search for “How to do keyword research,” you will see the following results on Google:

Informational search results

All the pages that rank on top are detailed guides on keyword research. This means people searching for the term are looking for tutorials and guides.

2) Navigational Search Intent

This kind of search is done by people who already know where they want to go or what they want to do — but use Google to help them get to that specific website.

Navigational search results

These people could also potentially be your customers already and want to navigate to your software to use it.

Examples of such keywords can be:

  • Facebook login
  • Twitter login
  • Bluehost contact
  • Single Grain

3) Commercial Search Intent

These terms are searched for when people are looking to buy something but haven’t decided on the brand or the best alternative yet. At this stage, they want to compare alternatives based on their pros and cons.

For example, “best list building tools” is a good buyer intent keyword:

Commercial search results

Pages ranking on top are product reviews and comparison pages. These pages help the searcher choose the best email list builder tool from all the available alternatives.

4) Transactional Search Intent

People search for transactional keywords when they are ready to buy something. They have already researched what they are looking for, compared options, and now have their credit cards in their hands.

For example, when you search for “Samsung LED TV,” this is what you see in the SERPs:

Transactional search results

Google ranks e-commerce stores and product pages on top because people searching for this term are looking to purchase a Samsung LED TV right now.

Just want someone to do all the work for you? Single Grain’s SaaS growth experts can help!👇

Help Me Boost My SaaS Growth

4 Ways to Get Your Prospects to Signal SaaS Buyer Intent

Finding early indicators of buyer intent in the dynamic world of SaaS sales can significantly speed up the conversion process.

Here are four tried-and-true methods to help you identify sincere interest from your prospects so that your sales approach is more focused and successful.

1) Company Profile of the Buyer

Does every lead you get qualify to be a buyer or potential customer? Ask yourself these questions to determine this:

  • Does their company align with the type of clientele you serve?
  • Do they appear to be an ideal match for your SaaS solution?

If the answer is affirmative, there’s a strong indication that they are genuinely interested in making a purchase. When analyzing and assessing the company profile, consider looking at the following aspects:

  • Workforce size
  • Funding stage
  • Industry sector
  • Revenue metrics

Additionally, it’s crucial to craft your ideal buyer persona and use it as a screening tool for potential customers. When developing your buyer persona, pay close attention to the following elements:

  • Construct a customer profile based on demographic factors such as age, location, language and interests.
  • Gain insight into your customers’ pain points.
  • Understand the objectives your buyers aim to accomplish with your product or service.

Buyer Persona Example

2) Monitor Second-Party and Third-Party Data

Until now, we’ve discussed using first-party (our own) purchase intent data to determine buying intent. But buyer intent data can also be second and third-party data. This is basically the first-party intent data of websites other than yours.

For example, sites like TrustPilot have visitors coming to their website and sharing reviews of SaaS products:

Trustpilot reviews of SaaS products

This data helps you identify the purchase intent. Comments, reviews and the sharing of your content on platforms apart from your own are regarded as indicators of intent.

Fortunately, you don’t need to sift through every single review or tweet to gauge interest or extract insights. Many platforms offer to provide this data (third-party data), and it’s often a worthwhile investment.

When individuals seek out reviews concerning your brand or product, it serves as a valuable signal of intent further down the sales funnel.

Moreover, external intent data aids in understanding user preferences and dislikes. If a particular piece of content or product feature attracts numerous positive mentions, it suggests the effectiveness of your strategy and that it is worth repeating.

Related Content: The Kick-Ass Guide to Increase Customer Reviews for Your Online Store

3) Based on Engagement Across Different Channels

Unlike other generic products, buyers of SaaS products do not just stumble onto your website by chance and purchase your solution the same day.

The buying journey of any SaaS user is typically longer. They’ll scour the internet, checking out websites, peeking at social media pages, and maybe even subscribing to newsletters.

A random person who comes to your website and signs up for a product demo isn’t necessarily a buyer. They might just want to know more about your product without any buying intention. They could even be your competitor just trying to test your products for research.

On the other hand, a person who opens one of your cold emails got to your website, landed on your company’s LinkedIn, and again circled back to your website to sign up for a demo sure looks and feels like someone who can potentially make a purchase.

4) Analyzing Buyer Intent Signals in Follow-Ups

Another solid clue to pay attention to is how people respond to your follow-ups. You know, those emails, browser notifications, calls, and such.

If you’re reaching out to someone who’s just browsing your blog for information, they’re probably not going to be too keen on chatting or engaging with your follow-ups. That means they’re likely not going to end up buying anything, either.

On the other hand, if someone’s really interested in engaging with your follow-ups, like replying to emails or being active in the conversation, well, that’s the person you want to focus on nurturing. They could be your next customer in the making.

Follow-Up Email For An Inbound Lead

5) Behavioral Analysis Through Website Interaction

A smart way to know about the purchase intent of your website visitors is to record their activity on your site.

Using tools like Smartlook, you can record clips of how your website visitors interact with your website:

Smartlook - for user insights

It can give you a good understanding of what your prospects are looking for on your website: consume content, check prices, or look for discounts.

With this data, you can then laser-target your sales approach with different prospects.

Related Content: We Refreshed 15 Posts on 3 SaaS Blogs – And Increased Organic Traffic on All

4 Ways to Get Your Prospects to Develop Buyer Intent

To develop buyer intent, here are four proven strategies that you can implement:

1) Use Outcome and Problem-Driven Content on all Your Marketing Assets

Your SaaS content needs to address the problems of your prospects and should aim to solve these problems.

Simply forwarding emails and writing social posts about discounts and free trials isn’t going to cut it, not even if you showcase your product’s features in the best possible way.

You need to understand your audience’s pain points and craft your content based specifically on them. Empower your prospects to make informed purchasing decisions by clearly understanding their problems and aligning with their organizational objectives.

When you understand people’s pain points, you won’t even have to attempt to sell to them to foster their purchasing intent.

This strategy holds for all of your marketing channels: your blog, social media platforms, paid ads, or landing pages. For instance, this Todoist page targets a major pain point:

Image3

2) Find an Out-of-the-Box Way to Showcase Products

While various marketing strategies, such as emails, paid ads, influencer marketing, SEO, etc., are available, what truly sets you apart is finding a clever and distinctive approach to highlight your product’s features in your marketing endeavors.

Typeform used an innovative tactic to promote its video platform VideoAsk by creating an interactive film titled “Locked In.” Within this film, viewers engage with the storyline by making choices based on prompts, showcasing the platform’s interactive capabilities.

VideoAsk lets users craft short video clips for lead generation, audience interaction, customer feedback, and more. These videos incorporate interactive features such as questions and selectable options.

Through “Locked In,” potential customers are given a tangible preview of the platform’s functionality, offering them a firsthand experience of the engagement possibilities it provides.

Related Content: SaaS Lead Generation: How We Improved Axure’s Lead Quality Overnight

3) Leverage User-Generated Content and Shoutouts

Apart from your own content marketing, make sure to leverage user-generated content to your advantage. This could be in the form of testimonials and case studies on your website.

You can even incentivize your customers or “RevenueHeroes” to create and share their success stories after using your product. These social shares can foster buying intent significantly.

Image7

They give your brand that much-needed credibility and rapport to attract new leads.

If your products allow for it, encourage users to create UGC by trying on or demonstrating your products virtually. This could be through virtual try-on features on your website or app or user-generated tutorial videos showcasing how they use your products.

4) Capture the Imagination of Prospects With Product-Led Creatives

Focus on showcasing the benefits and outcomes your SaaS product delivers rather than just listing features. Create visuals that depict how your product solves a problem or fulfills a need for your target audience.

A product-led creative is anything (usually a visual) that attempts to explain the working of your SaaS product, like a product demonstration for example.

This could be:

  • An infographic showing your product’s features
  • A video tutorial exploring a particular feature of your product
  • A slideshow showing why you’re better than your competitors
Image2

Understanding SaaS Buyer Intent for Success

Understanding and harnessing purchasing intent data is paramount for modern marketing strategies, particularly in the SaaS industry.

By leveraging diverse sources of intent signals, businesses can tailor their approach, prioritize leads effectively and nurture prospects toward conversion.

Remember that just because someone isn’t showing significant buying intent signals does not mean they’ll never buy from you. They might just need more time. They could become a customer down the line, just not right at this moment.

So, while they’re not exactly at the forefront of your lead list, it’s still worth keeping them in the loop for future opportunities.

If you’re ready to level up your SaaS product, Single Grain’s SaaS growth experts can help!👇

Help Me Boost My SaaS Growth

The post How to Determine Buyer Intent for Your SaaS Products appeared first on Single Grain.

]]>
Audience vs. Revenue TAM: Total Addressable Market for Business Growth https://www.singlegrain.com/blog/ms/total-addressable-market/ Wed, 27 Mar 2024 23:13:31 +0000 https://www.singlegrain.com/?p=60376 In the world of business and investment, understanding your Total Addressable Market (TAM) is crucial for shaping strategies and directing growth efforts. This concept, often scrutinized by venture capitalists and...

The post Audience vs. Revenue TAM: Total Addressable Market for Business Growth appeared first on Single Grain.

]]>
In the world of business and investment, understanding your Total Addressable Market (TAM) is crucial for shaping strategies and directing growth efforts.

This concept, often scrutinized by venture capitalists and strategists, defines the total market demand for a product or service. Specifically, it delves into two distinct types: Audience TAM and Revenue TAM, both important yet fundamentally different aspects that are crucial for both entrepreneurs and marketers.

In this post, we’re going to break down the two types of TAM, how they differ from each other, and why it’s important to understand each of them when assessing the value and obtainable revenue of your audience.

Help Me Scale My Business

What Is Total Addressable Market (TAM)?

Total Addressable Market, or TAM, is the overall revenue opportunity available for a product or service, assuming 100% market share. It’s a concept primarily used in business for strategy development and investment evaluation.

It’s important to note that TAM should be realistic and reflect a deep understanding of the market. It’s just one component of market analysis, along with the Serviceable Available Market (SAM) and the Serviceable Obtainable Market (SOM), which further refine the target market size to what is directly reachable by a business and what portion of that market can realistically be captured, respectively.

For example, companies like Facebook or WhatsApp exhibit vast audience TAMs, appealing to investors due to their enormous potential market cap influenced by their extensive user base.

From TAM also stems SAM and SOM (which stand for “Service Available Market” and “Serviceable Obtainable Market” respectively). We won’t get too far into those today because they’re not the core focus of this guide, but here’s a quick rundown of how the three relate to each other:

circle graph of total addressable market: TAM, SAM, SOM

However, TAM is not just some emblematic concept.

Now, to get a little more focused on the topic at hand, total addressable market branches into two core categories worth paying attention to: Audience TAM and Revenue TAM, each serving unique purposes and strategic approaches in business modeling:

  • Audience TAM refers to the total number of individuals or entities that could potentially use or be interested in your product or service. It’s about reach, brand awareness and the sheer volume of people your business could impact.
  • Revenue TAM focuses more on the potential revenue your business could generate within the market, emphasizing value over volume

Take, for instance, social media influencers or brands that, despite having fewer likes or engagement, might still have a significant Revenue TAM due to the nature of their products or services. This distinction is vital for businesses, especially when aligning their objectives, whether they aim for broad market awareness or targeted, revenue-generating strategies.

Applications of Revenue TAM and Audience TAM

Take a look at Salesforce. A leader in the CRM space, Salesforce might not generate viral content but still holds a substantial Revenue TAM in its industry, focusing on generating significant business value over social media presence, likes and engagement.

Salesforce strategically prioritized expanding its market share in the CRM industry over chasing ephemeral social media fame. And by concentrating on Revenue TAM, Salesforce solidified a consistent, targeted approach toward sustainable business growth and customer satisfaction.

Another great example is personal branding, as demonstrated by figures like Gary Vaynerchuk. Focusing on a large Audience TAM through content around universal themes like patience and gratitude, Gary V builds his audience, which, in turn, funnels into business opportunities for his ad agency, VaynerMedia.

Related Content: Business Growth: When to Focus and When to Experiment

TAM in Business Strategy

In business, particularly startups, the distinction between focusing on Audience TAM and Revenue TAM can dictate strategy direction and resource allocation.

For instance, a business may opt to concentrate on Revenue TAM when its primary goal is monetization and market penetration. Conversely, if the aim is brand building or entering new markets, Audience TAM might take precedence.

Professional services and consultancy firms like Ernst & Young, Bain, and Accenture represent high Revenue, TAM-centric business models. These entities thrive on specialized high-value services, targeting a narrower audience compared to mass-market products but with significantly higher revenue potential per client.

Total addressable market (TAM) is a useful metric for businesses for several reasons:

  • Market Understanding: It helps in understanding the size of the opportunity in a market segment or for a particular product, providing a ceiling on the potential sales or revenue that a company can achieve.
  • Strategic Planning: By knowing the TAM, businesses can strategize on product development, marketing, sales, and expansion efforts. As mentioned, it’s a crucial figure for startups and established businesses looking to enter new markets or launch new products.
  • Investment Decisions: Investors often look at the TAM to gauge the potential return on investment. A large TAM might indicate a significant growth opportunity, making it an attractive investment proposition.
  • Resource Allocation: Understanding the TAM can help a company allocate its resources more effectively by focusing on markets with a larger potential for revenue.
  • Competition Analysis: It provides insight into how crowded the market might be and what share of the market is already captured by competitors, guiding competitive strategy.

TAM is typically calculated in three different ways:

  • Top-Down Approach: Using industry reports and market research to estimate the total market size.
  • Bottom-Up Approach: Calculating TAM based on product prices and the number of potential customers within the target market.
  • Value Theory Approach: Estimating the value that the product or service will provide to customers and what they would be willing to pay for it, thereby calculating the potential market size.

Related Content: 5 Business Trends to Keep an Eye On: Back to Basics

Balancing Audience and Revenue TAM

Understanding when to prioritize Audience TAM over Revenue TAM, or vice versa, is crucial for businesses at various stages of their lifecycle. Identifying the right moment to focus on expanding your market reach or concentrating on revenue generation can significantly influence your strategic direction and operational efficiency.

The key is to balance reach with conversion, tailoring strategies to either build an audience or convert an existing one into paying customers.

This involves a dynamic approach, where the strategies may shift based on market conditions, business objectives, and consumer behavior trends. For content creators and marketers, this might mean alternating between broad-reaching educational content and more niche, product-specific offerings.

Here are several ways to balance Audience and Revenue total addressable market effectively:

  • Segment Your Market: Differentiate your strategies for different segments of your market. Use audience insights to tailor your content and products, ensuring that each segment receives a targeted approach that aligns with its interests and needs.
  • Leverage Analytics: Review analytics regularly to understand which types of content and products resonate with your audience and drive revenue. This data-driven approach will inform your decisions on when to focus on audience building and when to push for conversions.
  • Content Diversification: Create a mix of content that serves dual purposes. Some should aim to broaden your reach and build brand awareness (Audience TAM), while others should focus on converting leads into sales (Revenue TAM).
  • Customer Feedback Loop: Implement a system to gather and analyze customer feedback. This will help you better understand your audience’s needs and preferences, allowing you to adjust your products and content to better serve both Audience and Revenue TAM goals.
  • Dynamic Marketing Strategies: Develop marketing campaigns that address both ends of the TAM spectrum. For example, run brand awareness campaigns on social media to increase your audience while simultaneously conducting targeted email marketing campaigns to drive sales.
  • Product Development and Innovation: Regularly update your product or service offerings based on market trends and customer feedback. This ensures relevance to your target audience while potentially opening new revenue streams.

Final Thoughts on Total Addressable Market (Audience TAM vs. Revenue TAM)

Understanding and leveraging the concepts of Audience and Revenue TAM can significantly impact a business’s strategy and success.

While Audience TAM focuses on the scale of potential engagement, Revenue TAM zeroes in on the economic potential. Entrepreneurs and marketers must discern between these models, aligning their strategies with their business goals, whether they aim to maximize outreach or drive revenue.

When you effectively navigate the dichotomy between Audience and Revenue TAM, you can position your business more strategically in the market, which ultimately leads to sustainable growth and profitability.

When it comes to gauging your business’s growth potential, it is vital that you understand the nuances of your Total Addressable Market. Knowing and understanding your own limitations and opportunities in this market will not only give you perspective but also equip you to make informed decisions and steer your ventures toward success.

If you’re ready to level up your business, Single Grain’s business growth experts can help! (We’ve grown our own company to 7 figures.)👇

Help Me Scale My Business

For more insights and lessons about marketing, check out our Marketing School podcast on YouTube.

The post Audience vs. Revenue TAM: Total Addressable Market for Business Growth appeared first on Single Grain.

]]>