Digital Marketing

How To Successfully Market to Latinos on Pinterest

07/06/2016/in Pinterest, Search Engine Optimization/by Havi Goffan

If you are interested in discovering how to market to Latinos on Pinterest, read on. I am sharing some of my tips on successfully doing so.

How to Market to Latinos on Pinterest. Step 2: Understanding User’s Intent.

One thing is to Pin in Spanish. Another one is to achieve your marketing goals for the Hispanic market. To successfully market to Latinos on Pinterest, this is what you need to understand. First and foremost, the platform’s nature, your audience and their needs, and your business/marketing goal. Finally, you need to be intentional, measure your efforts, learn from them, and adjust your Pinterest strategy accordingly. Let’s go over each of these items one by one.

Why Pinterest: Understanding the platform’s nature

Pinterest has created a platform that presents you with an outstanding opportunity: engage consumers who are actively looking to learn more, buy, try or use your product or service.

I am not saying Pinterest is for you. But I am definitely stating that you have to consider it, particularly if you are in ecommerce. Although, as I have already made clear on “Reverse Showrooming to the Power of Pinterest,” brick and mortar stores are not exempt from leveraging Pinterest’s tremendous traffic and sales driving power.

“64% of Active Pinners—and 85% of Daily Pinners—indicate they look at items they’ve pinned while they’re at a brick and mortar store, which is up significantly from 2014 (30%).“ – Ahalogy 2015 Pinterest Study

Since its launch, Pinterest has been a visual search engine and the first social commerce platform. On today’s online search and image-oriented world, disregarding a platform that enables you to visually engage with your audience and sell your products right on the spot, is a big mistake.

“Pinterest is more “search” than “social”. The Pinner experience is more geared towards personal content discovery than outward social expression.” – Ahalogy

Since January 2012, you have heard me rant and rave about Pinterest. I believe that Pinterest is NOT a social platform. It never was. I will recap now the reasons why I am such a believer in the Pinterest phenomena. At the same time, this will also help depict the platform’s true nature.

How To Successfully Market to Latinos on Pinterest

1User’s Intent

Why is user’s intent so important? You will spend less time converting a prospect into a client when their intent is to purchase what you offer. Therefore, people with an intent to buy have a higher likelihood of contributing to your bottom line sooner.

It’s easy to discern intent on potential customers who walk into your store. Maybe he wants to browse, maybe she wants to buy. You can observe behavior and body language to tell these intentions apart.

Understanding the platform’s nature means understanding what people do on Pinterest and why. We are aware that people don’t go to Facebook to shop. Facebook users want to interact with their friends making this platform a great place to generate awareness and/or feedback and reviews. Meanwhile, people go to Pinterest to search for what interests them. Their intent to is take action. Be this action to do or to buy now, to research to purchase later, or to save it for a rainy day.

2Platform “freebies”

Unlike other platforms where brands have to pay for play, one of the freebies Pinterest provides brands with, are Product Pins (Buyable Pins are also free.) Not only because they pull the information directly from your website markup for its creation, but because when the product price drops by 15% or more, Pinterest will notify the interested pinners via email of the drop in price. For free. Allowing you to reach people you didn’t even know were interested in your products. Not bad, huh?

Pinterest is more “search” than “social.” I would say, Pinterest is search and NOT social.

3Platform paid tools

Pinterest promoted Pins have gotten even more targeted. In addition to targeting Promoted Pins based on Pinners’ interests, search keywords, device, and location, among other variables, brands can also target their Promoted Pins using their own business data. Brands can merge what they know about their customers with what Pinterest knows about their audience. So the next time the customer who bought the brand’s fashionable red lipstick browses Pinterest, brands can show them another lipstick or gloss from their latest product line.

4Pinterest user’s actions by the numbers

Pinners’ actions run the gamut. They go from trying a new recipe or craft of any kind to purchasing a product at a retail store. From planning an event to planning their next vacation. And because of this, they tend not to follow celebrities but brands!

Yes, you heard me right, 83% of active pinners would rather follow their favorite brand than their favorite celebrity. Furthermore, 70% of them would rather get tips and ideas directly from their favorite brand of hair care products than from their favorite celeb hair stylist. And the list goes on.

“87% of Pinners have bought a product after seeing it on the platform.” – Ahalogy

But don’t go a’pinning a’crazy yet. To achieve its goals, brands must be smart about what and how they Pin. And, of course, understand its audience.

Latinos on Pinterest: The Market Opportunity

Just like IRL, Hispanics are everywhere. Pinterest is no exception. According to Ahalogy’s research: “Hispanic [audience] is also growing—now at 9%, up about 6 percentage points from 2014. More than half of all Hispanic Pinners have joined Pinterest in the past year, and 11% of Active Pinners and 14% of Daily Pinners are Hispanic.“

Hispanics look at Pinterest for guidance on trends, styles, and new things to try, especially if related to Hair & Beauty, Women’s Fashion, Gifts and Photography.

And just like IRL, there is always an undercount. Why? Because Hispanics – and millennials in particular, who may be calling themselves monikers such as, “China Latinas” or “Blaxicans” – may not identify so clearly as Latinos. By the same token, the number Pinners with large families (5 or more people) has grown on Pinterest. This correlates with the typically larger Hispanic household. Also, active pinners are early adopters, trend-setters and significantly more likely than regular consumers to own and use mobile devices. All of these statistics correlate with the profile of Latinos online.

So let’s say that 11% of active pinners are Hispanic. By 2017, the visual sharing platform is projected to reach 58.5 million monthly active users in the United States. If we do the math, 6.5 million monthly users is a pretty attractive piece of the Pinterest pie, as you would be reaching around 12% of the total U.S. Hispanic population.

Did you know that Pinterest has more self-identified Hispanics than African Americans? And that 20% of active pinners live alone, a slightly higher percentage than the previous year? More millennials anyone? 😉

Furthermore, Millennials and Gen-Z being the most racially diverse generations as of yet, and with 79% of millennials saying that “Pinterest is a guide to life and a place to teach me how to do things,” the Pinterest market opportunity just became even larger.

Hispanics on Pinterest Behavior Analysis

According to Ahalogy’s study, Hispanics who are extremely active on Pinterest are also extremely active on Facebook and spend an average of 36 minutes per visit on each platform. They also log into Instagram but spend less time on it.
Hispanics look at Pinterest for guidance on trends, styles, and new things to try, especially if related to Hair & Beauty, Women’s Fashion, Gifts and Photography.
Did you think could reach these Hispanic pinners via magazines and newspapers? Think again. Only 39% of them read magazines, 32% read newspapers versus 48% and 41% for non-Hispanic pinners, respectively. They do check email and search online more frequently than their non-Hispanic counterpart.
About half of Hispanics surveyed, indicated that their Pinterest usage has increased in the past year and more than 50% of Hispanics shared that they had purchased something because they saw it on Pinterest. As a matter of fact, active Hispanic pinners are more likely than Active Female pinners to pin content from other sites and make purchases related to pins.
56% of Hispanic pinners shop online while only 43% of non-Hispanic pinners do so. Therefore, if you thought non-Hispanic pinners were a prime candidate for your Buyable Pins, how about increasing your conversion rates and revenues by targeting Hispanics on Pinterest?
Only 21% of Hispanic Active Pinners don’t like seeing Promoted Pins, down from 25% in 2014. This is a trend that will more than likely continue.
After seeing Promoted Pins, Hispanic Pinners are more likely than non-Hispanic pinners to make purchases in the following categories: Make-up and skin care products, Hair care products, Baby/children’s care products/toys, Nail products/nail art, Household cleaning and maintenance products, and Recipes.

From personal observation and my own professional experience, Promoted Pins fare better amongst the Hispanic community on Pinterest than Buyable Pins. This could be probably due to the fact that Promoted Pins provide with a less pushy or sales-y experience than Buyable Pins.

How to Market to Latinos on Pinterest: the opportunity.

How to Successfully Market To Latinos on Pinterest

1First, develop a Pinterest strategy that is in alignment with your business and marketing strategy and define your Key Performance Indicators (KPIs) you will use to measure success. Every company has to have their own (and not copycat somebody else’s) Pinterest strategy before starting to execute it.

2Leverage intent. Hispanics are on Facebook but so is everybody else. The importance of marketing on Pinterest is to leverage intent. While on Facebook, people’s intent is to socialize, on Pinterest, the intent is to take action. This action could be to research, to do or to buy. Notice the similarities with search?

3Leverage platform’s behavior. If you Pin without understanding the platform or your audience needs, and believe that it’s just about uploading images, your Pinterest strategy will fail. Think about Pinterest more as a search engine because it actually IS a visual search platform, and not a social network.

“About half of the Active Pinners who have noticed Promoted Pins on Pinterest have clicked on them to get more information. More than 40% have made a purchase, suggesting Promoted Pins inspire future action.” – Ahalogy

4Make it aspirational. Remember the aspirational aspect of Pinterest when creating images. The Litmus test: does it make YOU want it so badly your knees are shaking just by looking at the photo?

5Apply SEO and content marketing principles to your Pins. A pin has staying power, just like evergreen content, because it is evergreen content. On Twitter, if you didn’t see right away it is lost forever in a matter of hours. The same applies to Facebook with a longer timespan. Snapchat shortens these times to the max and you only have a few seconds to see the content. Pins are indexed by Pinterest and by Search Engines alike. I can assure you, you will continue to receive traffic from Pinterest years after it has been added to your boards. Therefore, optimize your boards and your Pins for search. And please, no #hashtags unless you want to be seen as a spammer.

6Collaborate and Repin. It’s not just about your brand. Allow others to collaborate on Group boards. Humanize your brand. Show that your brand has other interests. Reap the rewards.

What aspects of the Latino culture need to be taken into account?

A large percentage of U.S.-born Latinos, just by the mere fact that they were born in the USA, are English-dominant. Another large percentage of the U.S. Hispanic population is bilingual and bicultural through the process of acculturation and retro-acculturation. Therefore, it’s not about the language (especially with such a highly visual platform) but about the culture.

Proof of this, is the success I had on Pinterest (measured by the targeted traffic drawn to the site) with quotes in English on the image and a Spanish description of the quote and vice-versa. Analyzing the people who pinned these images one quickly notices that the majority are U.S. Hispanics.

Definition of culture: a mental roadmap that guides people’s behaviors and responses.

It is also important to understand all the various cultural aspects that make up the Hispanic market – it’s not monolithic, for example Cuban-Americans have different interests and values than do Mexican-Americans. You cannot go after the Hispanic market with pictures of Latino cuisine and believe that it will appeal to all Latinos. Think about it, you don’t go after the general market with pictures of apple pie and hamburgers. That’s stereotyping.

Here is an example of cultural differences and how to make them play to your favor. I have noticed a strong correlation between culture research and Pin success in attracting the desired segment of the Latino market when Pinning for one of my clients, a publisher on the wedding industry. Less acculturated Hispanics will demonstrate more interest on banquet halls and their decor as well as on evening weddings. Meanwhile, more acculturated Hispanics find daytime weddings more appealing. Culture research findings and their pinning behavior match.

Use insights to guide your content and your Pinterest strategy just like you do with your Search Engine Optimization (SEO.)

How to Market to Latinos on Pinterest: Measuring success

First define what you consider to be your Pinterest success metrics. Pick from metrics such as, revenue increase, traffic to your website, traffic to retail stores and engagement.

The next step is to know where to obtain these numbers. Pinterest analytics is a great source of information on your audience and engagement metrics. They will also help you identify those pins that have the highest conversion rates.

Measuring strategy success: Pinterest Analytics.

Google Analytics is my next source of information. It allows me to look into my pinners demographics by analyzing language, geo, interests and behavior of these Pinners on my client sites.

A Few Words of Thanks

I’d like to profusely thank both Ahalogy and ViralTag for being so supportive of Target Latino and me.

Thank you Ahalogy for sharing your study with us, I hope I did honor your effort and your tremendous interest in helping brands market to Latinos on Pinterest.

Thank you to the ViralTag team because they asked me to podcast my knowledge of how to successfully market to Latinos on Pinterest. And here is the link to the podcast, if you’d like to listen to it. Thank you, Jilly Badanes.

Do not wait to market to Latinos on Pinterest!

Last but not least, one additional tip on interpreting Pinterest results: Always consider the whole story and not just one Pin who did or did not go viral.

And finally, Pinterest actually leads all other information sources (search, social media, other websites, magazines, or word of mouth) in the following categories: Design, DIY & Crafts, Food & Drink, Gardening, Gifts, Hair & Beauty, Home Décor, Photography, Tattoos, Weddings, and Women’s Fashion. Don’t miss out!! 🙂

I sincerely hope this helps your brand successfully market to Latinos on Pinterest. Feel free to leave me a comment with your thoughts and/or questions and you can rest assured I will personally reply.

Do not fear to be eccentric in opinion for every opinion now accepted was once eccentric. -Bertrand Russel Quote on following your own path.

When SMS Marketing Campaigns Send You Running for Cover

01/13/2016/in Digital Marketing, Marketing/by Havi Goffan

When SMS marketing campaigns send you running for cover

Are you considering purchasing lists for your SMS Marketing campaigns? Ever wondered if the email or SMS list you purchased for a campaign was solid? Today, I’m sharing how to find out if you bought into a click farm.

Many times, and especially when you are breaking ground with a new market, your company needs a short term win. Pressed for time to reach the market and deliver results, you carefully evaluate list providers and purchase Email or SMS lists. You are aware that your conversion rates will be lower than if you had a house-grown list, but you did your homework, the odds are good, and the worst case scenario is that you break even. (I promise I will share with you later all that doing your homework entails.)

“Texting is the most widely-used and frequently used app on a smartphone, with 97% of Americans using it at least once a day.” (Pew Internet)

But, sometimes, the results are too low to even abide by the laws of logic and you know, deep in your gut, you were sold bogus email addresses or fake cell numbers. Or, at the very least, the list was not good. The problem is how to prove it.

A supposedly reputable Hispanic market list provider who charged a whopping $5 per record but delivered mostly bot-like visits to an SMS marketing campaign’s landing page prompted me to write this article.

As many people I spoke with about this experience didn’t know how I was able to prove this, I want to share how to do it. That way, marketers can use the information to protect themselves from scammers that profit from well-intentioned and hard-working marketers trying to reach their Hispanic audience where research indicates it is: on mobile.

The Benefits of SMS Marketing

Texting has the best engagement rate of any marketing medium. Emails can sit unread in their inboxes, phone calls can go unanswered, and flyers or printed presentations can be thrown out before being read, text messages are almost always read, and read quickly.

Improve results of your SMS marketing campaigns

As James Citron, CEO of text messaging service Mogreet, said to Forbes, “95 out of 100 of your customers who have opted into your text messaging program OPEN and READ your mobile messages within 3 minutes.”

We all know the stats. The average Millennial exchanges an average of 67 text messages per day (Business Insider). It takes the average person 90 minutes to respond to email, but only 90 seconds to respond to a text message (CTIA). American women text 14% more than men (Nielsen). Text messaging has a read rate (or open rate) of 98%, while email has only a 20% open rate (Mobile Marketing Watch). And, according to Velocify, text messages have a response rate of 45%, while email only has a 6% response rate.

And, to top it all off, 63% of Hispanic adults own a smartphone, versus 60% of non-Hispanics (Experian Marketing Services).

With these numbers, not going for SMS marketing campaigns would be absolutely crazy. If you are B2B, don’t have an app yet, and want to send notifications and special offers to your customers, you should definitely consider keeping in touch with your Hispanic customers via SMS.

Anatomy of Successful SMS Marketing campaigns

Here’s a list of my own key insights to make sure your campaign performs as it should next time around. These elements will be crucial to prove that you have a trustworthy list.

Segmentation. Segmentation. Segmentation. Ask yourself if the offer is relevant to your audience segment at this particular time.
Make sure your message has all the key components needed for engagement: Benefits first. What’s in it for your audience? Leverage the incentives and then provide a clear call to action. Make sure the offer is relevant to your audience. For example, if you send an SMS marketing campaign to people: “FREE T-Shirt with your $5 donation 2 Save the Puppies Foundation. Act Now! http://bit.ly/23y4fh/” will definitely do the trick, provided your audience has been carefully selected.
A must: Add Google Analytics tracking code to your landing pages and make sure you have demographics enabled.
Test your message/landing page, for a couple of months at least, with a more affordable PPC campaign to increase conversion rates to a level you are comfortable with and to fine tune your message.
Make sure the strongest part of your SMS message displays within the first 100 characters so that it shows on the preview of even the smallest smartphones’ screens.
Think of when you want the audience to receive your text message. Is there a good day of the week? An ideal time? A time window when you shouldn’t be interrupting them with your message? Should you split the database by time zones? Consider all this before scheduling your SMS marketing campaigns.
Use a clone of your highest converting landing page for the SMS marketing campaigns’ landing page.
Use house-grown lists, if possible, and make sure you have obtained permission to text these mobile phones.
With SMS Marketing campaigns you cannot text people who have not subscribed to that list. It’s illegal. You have to provide a way for people to opt themselves in and out of your list directly from their mobile phone. So, make sure you do.
If you really have to, use a reputable list provider. Make sure the provider is a member of the Mobile Marketing Association (MMA) or the Direct Marketing Association (DMA) and call them to ensure they are still a member. (The particular list provider I mentioned earlier had the logo on their website but, when I called to report them, the DMA explained they had been members. Not anymore.) Have the list provider sign an affidavit stating that the list adheres to and abides by all pertinent and applicable US Government regulations for SMS marketing campaigns, that they have verifiable documentation of their co-registration program’s* opt-in point, that the records are run against the Do Not Call list on a daily basis, that their audience can truly be segmented as they offer it, that they are not selling you any type of bot-like activity or a click-farm, and that they agree to punitive damages if you prove otherwise. Please consult with an attorney to draft this document. They may sell to Fortune 100s and, I can assure you, this means bubkes.

SMS Marketing Campaigns – Beware of Bots

(*) “Co-registration programs are considered opt-in, but be aware that the performance of co-registration lists is typically much, much lower than your house list. Subscribers are generally not aware of what they are co-registering for, and even though you have (or should have) verifiable documentation of the point of opt-in, in the mind of the subscriber, they will likely not perceive that they’ve opted-in and will still flag you for spam.” (WhatCounts)

The SMS Marketing Campaigns: How to Make Sure You Got What You Paid For

You spent a lot of time and effort developing your email or your SMS campaign. You crafted and tested your copy and your landing pages. You had a great conversion rate. You made sure the list was double opt-in, co-registered, fresh, validated, and scrubbed against the Do Not Call database, and that the provider was a reputable one that sells to Fortune 100 companies and charges you a pretty penny for each mobile text.

If your results were close to or surpassed your original conversion rate, congratulations! This was a good list provider and a good list. You did an outstanding job of choosing your database selects and the time of send.

Maybe it’s not even close, but you are happy with your results. After all, the list was not grown in-house and the leads may be a bit cold.

And maybe your results were extremely poor or you got a zero conversion rate.

Even with all of the above-listed assurances in place, unscrupulous list providers may scam you by using click farms. Unless you use the following steps to find out if your rented list was full of bots.

How can you prove the list was a dud?

Reasons why your SMS marketing campaign could be a failure

First, let’s check if the demographics you requested on the selects were the ones delivered.

As list providers do not provide any demographic or personal information on the mobile subscribers, including subscriber address, you can use this methodology to make sure the audience requested was the one delivered (thank you, Google).

The following Google Analytics reports will show you if your delivered audience was on track. As you used a unique landing page for the campaign, inside of the Google Analytics account, access your site. Then under Behavior/Site Content/All Pages, search for your landing page URL and select it. For educational purposes only, I am using one of the pages on this blog.

Select the landing page.

A quite common demographic requested is age. Let’s say we requested people living in the U.S. between ages 18-24. Select as a Secondary dimension Users/Age and here’s the report:

Check visitor’s age

From these results, I can gather that my message was not delivered to the audience requested. You do have to allow and account for some differences as figures are not always exact. In this case, though, the difference is too large to ignore.

You can check your visitor’s gender, location, device category (this better be mobile and/or tablet!), operating system, and service provider, among other things.

When looking at location, you may find that your list provider swears they only send text messages to, let’s say, U.S. numbers. Your report indicates otherwise. It is not uncommon for Carriers and IXCs to utilize U.S. numbers for overseas calls. You may have heard of a technology called VoIP, used by many Telecom carriers (what is now trending as Wi-Fi calling and previously Unlicensed Mobile Access, or UMA), the number is a U.S. number but the geo location, or IP address, is not.

Are your Analytics demographics extremely different from your database selects? Then, stay away from this list provider.

Next, let’s check if your visitors exhibited bot-like behavior.

Google Analytics demographics data is stored in a cookie and Google checks to see if the visitors have cookies stored from another site. This would tell us whether or not we were likely dealing with a human or a bot. If a visitor has one of these cookies, they are probably not a bot. As bots do not store cookies, they will display as “New Visitors”, or they would have a cookie from the previous session. For this same reason, you will not be able to identify their age or gender, as this data is also stored in cookies from other navigated sites. Their visit duration would be zero seconds, the number of pages visited would be one and, therefore, bounce rate would be 100%, and their source will be mostly direct.

Session duration bot-like behavior

As you can see from the example above, the average time on page was 0 seconds for over 1,700 Pageviews, the number of Uniques (new visitors) was much higher than the blast reported click rate, and the Bounce Rate for the visitors with session duration = 0 was 99.94%. These are all strong indicators of bot-like activity.

SMS marketing campaign: gender Google Analytics report

This Google Analytics report by Behavior, Page, and Gender shows us that only 253 pageviews out of the 1,842 total pageviews were able to be identified as performed by a male or female. This could definitely be qualified as bot-like behavior for the rest of the Pageviews.

If you notice this visitor behavior after purchasing an SMS database, not only should you stay away from this list provider, but you should report them to the MMA and the DMA, as well.

I hope you found this information useful and, if you don’t use it yet, you will on your next SMS marketing campaigns. Let us know what you find out!!!

Ralph Waldo Emerson quote

What You Don’t Know About Duplicate Content Can Kill You

09/16/2015/in Search Engine Optimization/by Havi Goffan

How to deal with duplicate content right now

All of us create and duplicate our own content unintentionally. Content can be fully or partially scraped by others. Duplicate content can cause your pages to not rank well on search engines, be removed from search results and even lead to legal complications.

Here’s my advice on how to identify and deal with duplicate content.

What is duplicate content?

Google Webmasters (now Google Search Console) defines duplicate content as “substantive blocks of content within or across domains that either completely match other content or are appreciably similar. Mostly, this is not deceptive in origin.”

Search engines do a great job of showing the best possible content in response to a search query and of identifying the original content source as well. Adhering to Webmasters guidelines will make it easier for search engines to understand what page holds the original content and help it rank accordingly. Having too much duplicate content on your site will lead to loss in rankings and organic traffic. Having other sites duplicate your content could have your content eliminated from search results, especially if the other sites have greater authority, higher number of links pointing to their sites and they have provided no link attribution indicating yours is the original content.

Needless to say, when dealing with Hispanic SEO, it is quite easy to generate duplicate content in two different languages or by geo-targeting. I have covered some of these issues in my International SEO article.

The first thing to understand are the different types of duplicate content: deliberate or malicious, and non-malicious.

Non-malicious duplicate content could happen on discussion forums that may generate a separate desktop and mobile page, in online stores’ product definition that may be repeated on several different and distinct pages, in comment pagination, in lack of definition for the preferred domain, and even when offering printer-only versions of your website pages. This type of duplicate content is not penalized by Google, although I highly recommend avoiding it as much as possible. What you don’t consider malicious, search engines may.

Malicious or deliberate duplicated content occurs when a website owner attempts to manipulate search results to rank better or increase traffic. This is penalized by Google with removal from search results.

Google Panda and duplicate content

The most malicious duplicate content of them all: Content scraping

Let’s say you are researching a topic you want to write about and happen upon a wonderfully written piece of content. Who hasn’t? What to do? What to do? As long as you do not scrape the article and you do provide proper attribution, you may cite it. Providing proper attribution will allow you to avoid being accused of plagiarism. Plagiarism is passing someone else’s work off as your own. This is different from copyright infringement, that is using someone else’s protected work by Copyright law without permission which exposes you to being taken to civil or criminal court. Is it really worth it?

Even better yet, ask the content owner for permission. This is very easy to do. Usually there’s an email, a contact form, or a Twitter handle where you can simply write: “Hey! I love your content. Can I properly cite it? What type of attribution would be acceptable to you?” What do you think can come out of this? A resounding yes and the likelihood that they will share your content on their own network. Pretty nifty, huh?

How can I properly cite somebody else’s content and why?

You may think that writing the source alone provides clear attribution, but look at your article again. Does it read as if it’s yours and at the very end, there’s a footnote with the source? Then the attribution is not clear.

Another benefit of proper attribution is the respect earned from your own readers who will see you as an honest content developer. A third benefit is the appreciation of the person you have cited. Who knows? They may invite you to guest blog one day.

Are you afraid that your readers will exit your site to read the source instead? Then make your content even more engaging. Provide more value. When was the last time you were reading a great article who cited somebody else with a link and you clicked on it? Probably not recently. The number of people who will leave your site because of a citation/attribution is minimal and is important to remember that people will leave your site eventually, anyway.

My recommendation for proper attribution of content is to enclose the text in quotes, indicate within the paragraph who said it and add a link to the source. There is no need to link to the source every time you mention them but you should mention them each time you are citing something they said. Therefore, it is clear you are not misappropriating content and passing it off as yours.

How to provide proper attribution

If you decide to reword content but still share someone else’s original concept, add the name of the source to the paragraph and link it to the source page from there. Here’s an example:

Example of proper attribution. How to deal with duplicate content

Another example of attribution

Still worried that people might leave your site or that you will lose Google juice if you adhere to these practices? Let me assure you, you will get the exact opposite.

Penalization for duplicate content may not be too severe right now but wait a couple of years and try to save your site from another “Panda.” As far as people leaving your site, think about yourself, do you click on every link a page offers or do you keep on reading the article? If you are still afraid, improve your content, provide greater value to your reader and get rid of your fears.

If you decide to copy the whole article (and I strongly advise that you do not, especially if it’s one of my articles), I highly recommend citing the source at the very beginning and at the end. And, for your own protection as well as respect to the person that wrote the article, canonicalize the URL by pointing to the original URL. Then you can offer the content to your readers while letting search engines know which is the original article. Don’t know what “canonicalize” means? Don’t worry. Keep reading.

If you have a WordPress site and have the Yoast SEO plugin installed, add the URL to the canonical field.

Has somebody scraped my articles?

There are several ways to find out if your content has been scraped. A Google search, is usually my very first check, but you can create a Google Alert out of that search to be alerted when somebody infringes your copyright or scrapes your site. Another great tool is Copyscape. Their free version will allow you to identify if your content has been duplicated on other sites.

Infringing content removed by Google

Here’s a result for one of my articles, copied in its entirety by the first site. Yes, I have requested they take it down. I sent them an email and copied their hosting company. Did they? No, and a month passed by. What are your rights then? Submit a request reporting them to Google thanks to the DMCA (Digital Millennium Copyright Act). Does it work? Check it out on your own. 😉 A short time after I reported them, the page does not show up on search anymore and there’s a very nice footnote from Google about it.

The notice also gets posted to the Chilling Effects database. Chilling Effects is a project of the Berkman Center for Internet & Society at the Harvard University and collects notices of copyright infringement from the web.

Have I given you a great reason not to infringe copyright and to quote, provide proper citations and use lots of “according to…” and loving links instead? Good. Nothing that is not yours should read as if it was yours.

Karma’s a Bitch

How does scraping somebody else’s content affect my life? Simple: infringing copyright is a crime and you may end up in civil court. Have you scraped content and would like to find out if Google has filtered you out? Add “&filter=0” at the end of the search query.

Content scraping SEO penalties

Non-malicious duplicate content and how to address it

We all have duplicate content… duplicated by ourselves!!! Some of these types of duplicate content are very common. One of the most common types are the printer-friendly pages. You know, those pages that pop up without any page formatting so people can print the page? If not properly addressed, these are exact copies of the original content. Always make sure that your printer-friendly page does NOT get indexed on search engines.

Do you understand URLs?

A rose by any other name is a rose. This is a great analogy to understand URLs or Unique Resource Locators. The URL is the true address of a page and it’s where search engines can find the content you have so painstakingly developed.

In real life, every home has an address that’s unique to that home. We can append modifiers to it, like “the last one on the block” or “the one with the blue door” but people know how to resolve these directions and end up on the same address. The problem is that search engines need a bit more direction than that. Let me show you some examples of URLs that we know are the same but search engines understand them as different:

http://domain.com and http://domain.com/index.php

http://domain.com/articlename and http://domain.com/articlename?sessionid=1234

http://domain.com/product and http://domain.com/product/?ref=name

http://domain.com and http://www.domain.com

http://domain.com and http://domain.com/

http://domain.com and https://domain.com

http://domain.com/categoryb/producta and http://domain.com/categoryb/producta

Session ID’s, URL parameters, page printer-friendly versions and even a backslash at the end of an address are interpreted as a different URL by search engines, if proper directions have not been given. To complicate matters more, think about those pages that can be displayed under a couple of categories, if the category is part of the URL. For example, an article that can be found under social media and SEO. There are many more situations where this type of content duplication occurs as this is not an exhaustive list.

Canonicali…. what???

Here’s comes the concept of canonicalization. A tongue twister on its own (try to conjugate the verb really fast!), it ends up being much forgotten by developers and SEOs alike. Not an easy concept unless you have some technical knowledge but I’ll try my best.

Canonicalizing a URL is the equivalent of adding signals for search engines that state, no matter what the address looks like, if this content is the one displayed, then this is the address of the original and indexable content because it’s the original version.

The good news for those on large platforms like WordPress, Shopify, Drupal, Joomla, there are plugins and apps that can help with it. Otherwise, you need to add the canonical tag to the head section of the page. This indicates to search engines which is the original version of the page.

Canonicalization is key on learning how to deal with duplicate content. A word of caution: do not use canonicalization when a re-direct is needed and search engines may choose to ignore your canonical tag.

What are canonical url tags?

And the duplicate content saga continues

URLs are not the only way of unintentionally creating duplicate content. Repeating paragraphs all over your site to emphasize a concept is a great way to tell the search engine that you don’t know which page is the most relevant for it.

Another great way of generating duplicate content is adding your bio to all of your article footers, even though so many website owners feel proud to see their bio there. Do you think it’s a good idea to disseminate the bio that is on your site to everybody that requests your bio? Absolutely not. I make it a point to create a different bio for publishing on other sites. Some of them a bit more alike than others, but definitely different than the one I publish on my site. This is why it really upsets me when somebody scrapes my website bio to add to the sites where I collaborate. Yes, it’s a shortcut and you may think nothing of it. But if somebody is collaborating with you for free, shouldn’t you just ask for them to also provide you with the bio they want published?

Now, let’s tackle content syndication. We all want to see our content shared all over the web. Hey! Let’s plaster it everywhere, what do we care? NOT! When you syndicate your content you are creating copies of it, exact duplicates. Mmmm.. which one is the original one that should be indexed by search engines? I wonder. Back to canonicalization? But how can you control other people pointing at your URL? Do they even know how to do that? Maybe you can ask for their article to carry a no-index tag. And maybe you should only syndicate a particular, different version of your article. Add a slight spin to it and syndicate.

Duplicate titles, descriptions and snippets are another great way to generate duplicate content. Think about it for a minute. If I show you two articles with the same title and description, which one will you choose? They must be the same, correct? But search engines add other factors in order to determine that they are one and the same like the URLs, and thus consider the page to be its own duplicate.

If you have a Google Search Console account, you can identify most of these pieces of duplicate content under Search Appearance >> HTML improvements.

What Duplicate Content Boils Down To

Going back to the physical address analogy, there could be many ways for someone to indicate how to get to the same house, but search engines are not people and they will think each unique description is a different house altogether.

Generating confusion for search engines is not where you want to be. First, because search engines will display only one of your “many pages” as they are identical in content and the search engine has a hard time determining which one is the most relevant. Second, people may link to the different URLs and this reduces the authority of your page.

I suggest you begin by addressing a list of duplicate content with the implementation of canonical tags, using 301 re-directs when needed, linking back to the original content, utilizing Google’s URL parameters tool and Bing’s Ignore Parameters Tool, improving your URL structure and avoiding the creation of duplicate content whenever possible.

I hope this has been a helpful little guide on how to address duplicate content. It is no means exhaustive. There are many other amazing SEOs that have written about it in much more depth. But feel free to ask questions in the comments section below. I’ll do my best to address them as best I can.

Doing the impossible quote

Why Your Hispanic Content Marketing Strategy is Not Working

07/21/2015/in Digital Marketing/by Havi Goffan

You are investing in a Hispanic content marketing strategy and it’s not paying off? Maybe it’s time to find out if you are committing one of the cardinal sins of Hispanic content marketing.

Why Your Hispanic Content Marketing Strategy is Not Working

We are seeing a lot more interest in the Hispanic market.

First, because Hispanics are a market that is growing disproportionately. One in 3 babies born in the U.S. today is Hispanic. By 2050, Hispanics will constitute a full 30 percent of the U.S. population. “By 2044, the United States is projected to become a plurality nation. While the non-Hispanic White alone population will still be the largest, no race or ethnic group is projected to have greater than a 50 percent share of the nation’s total. The child population within the United States is even more diverse and is projected to experience the majority- minority crossover in 2020, just 5 years into the future.” Source: U.S. Census Bureau.

Second, because the Hispanic market has reached 1.5 trillion dollars in spending power.

Third, because Hispanics don’t just speak “Spanish” anymore. 😉 (Please, understand that Hispanics have been speaking both English and Spanish for a long time. It just seems that only recently companies have realized about it).

Coincidentally, this last reason is one of the main causes for failure of most Hispanic Content marketing efforts. Let’s analyze the most important ones but before diving into it, let’s review what a content marketing strategy is all about.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Source: Content Marketing Institute

Therefore, Hispanic content marketing must appeal to the U.S.-Hispanic audience and not only to Spanish-speaking Hispanics.

We all know the first rule for Content Marketing: Talk to your customer, in your customer’s language about what your customer loves. So, do you truly understand what this customer loves? And which one of these Hispanic content marketing cardinal sins are you committing?

1Brands confuse Hispanic content marketing with Spanish content marketing

Have you ever seen an American suddenly begin to speak Spanish as its primary or dominant language? Brands need to pay attention to the demographics. Approximately 86 percent of Hispanics under the age of 18 are born in the U.S. and 95 percent of Millennials are U.S. born,

Therefore, not all content should be in Spanish. As a matter of fact, there is a growing segment of the Hispanic population that doesn’t speak Spanish at all. This audience has such a wide range of acculturation levels that go from speaking only Spanish to only English. Thinking that you are targeting Hispanics with a Spanish-only content marketing strategy is a delusion.

If you are interested in truly understanding acculturation levels, I recommend you read this article: Understanding Hispanic Market Segmentation and Acculturation.

2Not using English-language Hispanic targeted content.

Hispanic Content Marketing Cardinal Sins

I will also include here thinking that your English content strategy will take care of Hispanic consumers.

General market content strategies always target a segment of the population. Maybe it’s soccer moms, maybe it’s newlyweds, maybe it’s golfers. For a successful content marketing strategy, brands have marketing personas in mind. Why this concept disappears when it comes down to the Hispanic consumers, baffles me. Just like you don’t write your content for all audiences your English language Hispanic targeted content needs to be developed via marketing persona and and understanding of culture codes.

The addition of proper research and culture codes will enable a deeper understanding of the motivations for this particular segment. Blanketing Hispanics with labels such as “brand-loyal” doesn’t really apply when targeting Hispanic Millennials.

Another example is the Hispanic relationship to “Money” that varies with levels of acculturation. For more on how to use to craft messages that resonate with this audience, read the Hispanic culture code for money article.

Brands may be offering the same products or services but they need to be communicated in different ways.

3Using cultural clichés when developing Hispanic content

Assuming that all Latinos relate to or search for Latino cuisine images is the equivalent of going after the general market with apple pie and burger photos because we assume it’s relevant to the culture.

Ignoring customer insights or professional research is the same as putting yourself in the path to failure, willingly. Do not choose a Hispanic content marketing campaign because it has personal significance to your VP of marketing or to your Hispanic employees. A single opinion does not speak for the whole audience. Back it up with market research.

4Not considering mobile viewability or shareability first

Gifographic with the first rule of Content Marketing

Did you know this rule? Inspirado en Social Mood 😉

Hispanics do over-index in mobile. Not just when they are young and U.S.-born but also when they are recent arrivals. One of the main reasons for the high incidence of digital Latinos is the lack of telecom infrastructure in Latin America that led to a huge adoption of mobile devices and the use of SMS or text messages due to its lower cost.

Hispanic will be viewing your content on mobile devices and ignoring this fact is the same as placing advertisement where your target audience cannot see it.

Because Hispanics over index on Social Media as well, making sure your content can be shared on mobile it’s a must.

Hispanic market content needs to be searchable, engaging and shareable.

5You are ignoring analytics

Data analysis speaks volumes on the online world. And for Hispanic content marketing to be successful, analyzing results and responding to the analysis of the results, is key. Unfortunately I have rarely seen gap analysis performed, no matter what the market. Seasoned Hispanic inbound marketing professionals can help you understand your content’s current state and develop more where you’re missing out while keeping it aligned with your buyer’s needs. Content has to convert. Data analysis and conversion rate optimization needs to happen so you can adjust your content and its calls to action to improve results.

6Not having a documented Hispanic content marketing strategy

All strategies have to be documented and your Hispanic content marketing strategy is no exception. Without a written strategy, you are just winging it. There’s no goals, nothing to measure your results against. Basically, no way of knowing if you are on the right track. Do not miss out on Hispanic marketing personas, and not knowing your customers deeply. In the end, that’s who you are developing content for.

7You’re just afraid of failure

You need to invest time, budget and resources in this market and if you do, you will be rewarded with incredible results. The companies producing the most content for the Hispanic market are the same companies finding the most success in building long-term relationships with US Hispanics. Great examples of these companies are: T-mobile, Procter & gamble, Walmart, Target, and Toyota. AT&T, with its mobile movement – upwardly mobile campaign showed us how relating to U.S.-born Hispanics is possible. Sprint is making the U.S. Hispanic market a much bigger priority this year. Not enough budget to plan, prepare specific content, promote on social media channels, and analyze its results, will definitely lead to failure. The rewards for executing a solid Hispanic content marketing strategy are long lasting and will far surpass your expectations.

Basically, Hispanic content marketing not only drives positive brand engagement but, because the market over indexes other demographics on mobile and social media, it does it with much higher success rate than with non-Hispanics.

If you are lukewarm about it or go after it pinching pennies, you will not have the results of this growing and ever-present market.

Every day more and more content is produced. A trend that will stay with us for a long time. For your content to be found and consumed it has to be more engaging, have more quality and satisfy the market’s needs. Relevancy is key, and with a growing Hispanic market you cannot afford to waste time and money with mistakes on your Hispanic content marketing strategy.

My advice is to partner with a Hispanic inbound agency that is bilingual, bicultural and passionate about understanding cultures. One that spends hours studying and analyzing their similarities and differences between the cultures, because understanding only one culture is understanding none.

And remember the mantra: Create. Curate. Optimize. Convert.

Snapchat Marketing: Reach a Young Hispanic Audience

06/09/2015/in Digital Marketing/by Havi Goffan

Snapchat Marketing: Reach a Young Hispanic Audience

Snapchat marketing can help you reach the Hispanic 13-25 year old market. Find out why and how to leverage Snapchat for business. Read on!

This article covers: what is Snapchat, the reasons for using Snapchat for business, Snapchat marketing ideas and use cases, and finally, an overview of the app features and how to use Snapchat.

Did you know the Snapchat app has just been valued at almost 25 billion dollars? Most people think Snapchat is for teens and sexting, but smart brands are leveraging this smartphone app to reach a very coveted market segment: the youth segment. And guess who else is quite interested in Snapchat marketing? The political sector. With well over 100 million users, a vast majority residing in the United States and between the ages of 18 and 25, Snapchat has a significant potential to radically affect the next Presidential election.

What is Snapchat?

Snapchat marketing ideas for the fashion industry – Foto eyecmore

So, what exactly is Snapchat? It’s a smartphone app that allows its large base of users, mostly teens, to send photos or videos to friends – or total strangers – which displays on the receiver’s phone for up to 10 seconds. After the visual content has been viewed, it disappears from the receiver’s app, unless the recipient takes a screenshot of the photo and stores in on its mobile device. Snapchat also gives you the option of making the image more attractive and engaging with words, doodles, and drawings.

Snapchat entered the market on 2011, as a college project by the now-24 yr old Evan Spiegel, at the same time than Pinterest but with very different purposes. While on Pinterest, you have the resilient power of the Pin, where you get exposure independently of when you uploaded the media, on Snapchat the content uploaded disappears almost instantly. While on Pinterest, you can feature your product and its uses and it’s a platform developed for social commerce, on Snapchat you capture the viewers’ attention 100% for the duration of the Snap. Snapchat users cannot search for a Snap like on Facebook or Twitter or Instagram. It’s now or never. And this is a great aspect of Snapchat for business that needs to be leveraged on Snapchat marketing campaigns.

“Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important.” – Snapchat

Why Snapchat Marketing

Ask yourself the following:

Is you target demographic is essentially 13-25 year olds?
Do you have the resources to generate a steady stream of posts, and be able to respond and interact?
Can you offer contests and giveaways and does your target audience respond highly to them?
Are you interested in generating awareness for your products or services?

If you answered yes to all of the above questions, you should be on Snapchat already!

Snapchat Demographics

There are approximately 26 million users in the U.S., and about 400 million snaps are sent out each day.

“According to GWI’s data, it’s the fastest growing social app out there. More than half of its users are aged 16-24. And among US teens, it’s more popular than either Facebook Messenger or WhatsApp. Overall, just 14% of teens are Snapchatting, putting it behind WhatsApp, Facebook Messenger and even Skype. That means it’s the reach of Snapchat in certain markets which matters; in the UK, Ireland, Sweden, the US and Canada, for example, more than 30% of this demographic are on Snapchat. These are the key markets to target.” – Globalwebindex

Snapchat’s worldwide statistics are impressive:

100 million monthly active users.
70% of Snapchat users are women.
71% of Snapchat users are under 25 years old.
32% of US teen (13-17) use Snapchat on a mobile device.
58% of students would make a purchase from a brand that sent them a Snapchat coupon.
33% of Millennials use Snapchat.
4% of the global adult Internet population use Snapchat monthly.
30% of Snapchat users are in the U.S. and 6% in Brazil

Source: globalwebindex.net

Let’s take a look at Snapchat’s numbers in the United States:

60% of Americans 13-34 year olds use Snapchat.
Half of Snapchat users in the U.S. are between 16-24 and are living with their parents.
58% are male and 42% female
93% of Snapchat users have a Facebook account, about 80% have a G+ and Twitter account and 42% have a Pinterest account.
Snapchat users are 10 times more likely to use Vine than any other user.
Other apps they use: YouTube, Facebook messenger, WhatsApp, Tumblr, Flickr, and Viber
22% of Snapchat users (or 6.6 million) in the U.S. are Hispanics (extrapolated from Census demographics for this age segment and not taking into consideration that Hispanics are early adopters of technology and have a higher usage of social networks than their white non-Hispanic counterpart)

Evidently, an app with such a large user base – especially young users – are few and far between. Of course, if you are willing to target an audience younger than 13, and are COPPA compliant, you can go for SnapKidz, a lightweight version of the app designed for children.

Check out the differences between Hispanic women and men on Snapchat and other digital media!

Time is of the essence

Another reason for using Snapchat for business is the level of attention it demands from viewer that actually couples the level of attention of mobile and the fact that the visual content will disappear unless you capture it with a snapshot and share it. Besides, users need to interact with the app by pressing the photo in order to view it.

Many Snapchat marketing campaigns leverage this time constraint with appealing content such as contests, offers, teaser content, and discounts, with very strong calls to action.

Snapchat Marketing to Reach a Young Hispanic Audience

How to use Snapchat for business

The limitations of the app – up to 10 seconds and the fact that the user will only see the content only once – require that marketers need to make the most of every second they get on the app, and you can only post photos or videos that you just took, which requires a certain amount of strategy.

The first thing you need to do is create your account and start promoting it on other social networks (Facebook, Twitter, Pinterest Promoted Pins, Instagram and others where this demographic has a heavy presence)

Make sure to reward your followers with a product sneak peek, contest, promo related to your brand. Create and post engaging visual content always keeping in mind that the content will be viewable for up to 10 seconds and then it will be deleted. During that short timeframe you will have your customer’s undivided attention. Not bad, huh?

Always look for ways to engage with your audience. Keep your customers coming back for more of your outstanding, casual, fun and humorous content and earn more opportunities to execute your Snapchat marketing strategy.

Here’s some great Snapchat marketing approaches that work wonders with this audience: contests, giveaways, and videos. Take into consideration that you don’t need to be a professional to make an impact here. Snapchat is all about being casual and relatable and more time should be spent into planning that into production.

The Tonight Show With Jimmy Fallon (fallontonight on Snapchat), for example, gives clues for its hidden ticket locations on Thursdays.

The Tonight Show With Jimmy Fallon ticket giveaway is a great Snapchat marketing idea

You can also ask Snapchatters to send you pictures of them using your product and reward them for it.

This campaign from Coke, asked Snapchat users to decide if the zoomed in picture was a cat or not.

Coke Snapchat marketing campaign – Photo: Mobile Marketer

Taco Bell (tacobell) is one of the first brands to get onto the Snapchat marketing bandwagon and one of the best restaurants snapping right now.

Snapchat Marketing Valentine campaign from Taco Bell – Nachos and nothing better than love and humor!

There’s a particularly creative and engaging campaign from GrubHub to increase their Snapchat number of followers. The famous #Snaphunt was promoted on all of their other social media platforms. These week-long Snapchat scavenger hunts in which it randomly gives away free grub while engaging with consumers on Snapchat. They posted a story every day inviting consumers to participate in a daily challenge for a chance at winning $50 of free food from GrubHub. Consumers are asked to follow GrubHub and send a Snapchat back to GrubHub with the daily challenge, and ten winners are randomly selected each day. Don’t you think free food giveaways in exchange for a follow and a pic would work with Millennials?

Snapchat marketing campaign – GrubHub Snapchat Scavenger hunt winner – Photo: Mobile Commerce Daily

Once you have amassed an interesting follower base, you can even segment it by selecting some of your followers or leverage the “My Story” feature and send your visual content to all your follower base.

Always remember that Snapchat is casual, fun, unforced and with liberal use of emojis and doodling.

On Snapchat you measure success by the virality of a story as you can only see how many people view your stories and how many people took a screenshot of your story.

Some of Snapchat’s rad features

Snapchat allows you to enhance your visual content with filters and doodling. If you’d like to make your content more visually appealing, especially for “Special Text” and “Replay”, select use smart filters under Settings.

The app’s sketching tools lets you combine your selfies with doodling and generate really unique and creative content.

Digital finger paintings done with the sketching tool DASHA BATTELLE ON SNAPCHAT

Maybe Snapchat’s navigation is a bit confusing and counter-intuitive but here’s some tips to get you started: Swipe up to continue reading, swipe left for the next story, and swipe down to exit.

Snapchat lets you send cash to your friends by attaching a debit card to you account. Simply hit the Dollar Sign button.

Live Stories

Another great way to leverage Snapchat for business is the “Live Stories” feature. These are curated directly by the Snapchat team. Snapchat uses the location services on people’s smartphones to allow them to add their snaps to a local Live Story. Only the best Snaps within the digital boundary, or “geofence,” Snapchat adds around an event are picked and shared as a Snapchat “story” with all Snapchat users. It’s a wonderful way to get exposure for events, guerrilla marketing efforts, and so much more.

Local Live Stories can be anything from a city (NY, L.A., Richmond, etc.) to an event (Superbowl, NY Fashion Week, etc) but like all curated stories, they are anonymous and users cannot follow you from there.

Snapchat’s stories can draw a massive audience. Back in January, for a 24-hour period, almost 25 million people tuned in to its coverage of New York’s “snowpocalypse.”

Local Stories

Very similar to live stories although you can only see them if you are in that particular location. To view them, enable location and the nearest local stories will pop-up. How can you use local stories on your Snapchat for Business efforts? Local promotions, news, localized marketing efforts are the name of the game.

Take note: Live Stories and Local stories Snaps are different from regular Snaps because they self-destruct in 24 hours, not 1-10 seconds.

Discover

This year, Snapchat introduced a feature called “Discover,” under a special tab with promotional content from Snapchat’s media partners — Daily Mail, CNN, Vice, Comedy central, and ESPN among them — post content to the app meant, or at least edited, for Snapchat’s users every 24 hours on their own Snapchat channel. Snapchat also has its own channel. One particular characteristic of the “Discover” content is that users can share a snap or swipe up for more details.

I hope you have enjoyed this short trip over the benefits of using Snapchat for business and if you are incorporating it into your mobile marketing efforts, we’d love to feature you and your success story!

We live in a society exquisitely dependent on science and technology , in which hardly anyone knows anything about science and technology - Carl Sagan

Carl Sagan quote on science and technology

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