Portent’s SERP Preview Tool Now a Progressive Web App

This announcement is late in the making, but I’m excited to share that Portent has launched a major update to the SERP Preview Tool. One of our most popular pages and tools, it was time to create a new look and extend its functionality. Our SEO team, who consistently keeps up with Google’s SERP changes, collaborated closely with the development team to make sure those considerations were installed in this new app.

Let’s dive into the upgrades and new features of our updated SERP Preview Tool.

Portent's SERP Preview Tool screen shotPortent's SERP Preview Tool screen shot

Creating a Progressive Web App (PWA)

One of our first major decisions for this project was creating a progressive web app (PWA), to ensure a fast, reliable, and engaging user experience. A PWA is application software developed for the web, intended to deliver a native app experience–just like any app you use on your phone or tablet. Initially conceived by Google, PWAs have recently received support from all major browsers, at least for service workers, which are a core feature in PWAs.

I’ll discuss progressive web apps in more detail later in this post, but first, we’ll see how they work in a broadly interactive sense.

How Do PWAs work?

When a user initially visits a page in their browser where a PWA is present, they will usually be prompted to add the app to their home screen (although this will vary depending on your device and the browser you are using).

Add PWA to Home ScreenAdd PWA to Home Screen

Once added, an icon representing the PWA will be placed on the home screen, providing access to it like any other app.

Progressive Web App home screen iconProgressive Web App home screen icon

When running a PWA, most browsers will deliver a full-screen (no URL bar, browser options, etc.) experience, just like native apps. The functionality of a PWA may change based on connectivity, but the app should work in some fashion when a user is offline. Portent’s SERP Preview Tool does not need any connectivity to work, other than the sharing feature.

Portent's SERP Tool PWA on Android screenshotPortent's SERP Tool PWA on Android screenshot

Creating a Mobile-Friendly Tool

Another major upgrade we made was mobile-friendliness. The previous version of the tool was from a time long ago, back when something called “responsive design” was nothing more than a whisper. The new look is a mobile-first design, stripped down and straight forward. Even if you aren’t using the PWA, you’re guaranteed a more streamlined experience on a mobile device.

Providing Screen Size Previews

The last large update we developed is a screen selector which toggles the size of the preview mode. This allows users to get an idea of what their page search results will look like on various devices.

Portent's SERP Tool screen selectorPortent's SERP Tool screen selector

The Future of PWAs

With the adoption of service workers by all the major browsers, progressive web apps are only getting more popularand rightfully so. Why pay for multiple development projects in a web app, an iOS app, and an Android app, when a single progressive web app is a solution for all?

That said, there are features of PWAs, not yet supported by all major browsers on all major operating systems. One of those features is the Push API. Native apps allow push notifications and granular control of them, but adoption of the Push API is a work in progress, with iOS being the largest obstacle. There have been some whispers that push notifications will become a feature in Webkit, but nothing tangible has been announced.

There are a lot of details regarding PWAs. For a deeper dive, check out this article. And to see what a difference a PWA can make, read about the one we developed for Kalon Surf.

The post Portent’s SERP Preview Tool Now a Progressive Web App appeared first on Portent.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it’s just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency – In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity – While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality – If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing – Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion – The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It’s important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It’s important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there’s happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog – TopRank®.

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