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GOOGLE

You can now directly complain to Google about not being indexed

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“It’s not me, Google. It’s a problem with your indexing.”

If you can’t get your web pages indexed (and it’s not your fault), Google now allows you to contact them directly.

How to complain: Use the “Report an Indexing Issue” form in your Search Console. There you can enter your name, website, and indexing issue. For more details see this, and this.

Availability: This tool is currently only available to U.S. webmasters with English websites, but Google plans to expand access in the future.

The Crew’s take: This is a nice move by Google, though we’re sure the majority of entries will be from people who are actually responsible for their indexing woes. We hope Google has already thought of this and has mechanisms to exclude these requests.


ADVERTISING

Twitter has redesigned their website. Should you redesign your ads?

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Twitter recently announced plans to redesign parts of its website. While the final redesign is far from complete (due to user complaints about eye strain), it raises an important, broader question you’ve probably never considered:

Should you redesign your ads in response to a platform redesign?

The contrast principle: Contrast grabs people’s attention. If you’re in a room where everything is blue and there’s a yellow dot, you’ll notice it easily.

So, if the site is using one color and one font, you can stand out by using the opposite font and color. Blue vs. yellow. Serif-Sans vs. Serif font.

Now, if the site changes visually, the things in contrast to it change as well. If everything turns yellow, you will no longer be able to stand out with yellow.

How can you apply this to platform redesigns?

Twitter: The most noticeable change in Twitter’s redesign was the introduction of “Chirp”, a sans-serif font. Now, if you want to make ads that stand out, you can consider using a contrasting font to Chirp in your image (like the Serif type or Monotype).

You can apply this everywhere: Every major platform undergoes a redesign periodically, creating new opportunities for contrast and attracting attention.

The greater the contrast, the greater the potential of nailing the A in the AIDA framework.


SPONSORED BY LIVESTORM

Why businesses from all industries are raving about this video engagement platform

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“Best live event platform out there”

“Intuitive, high-quality next-gen webinar platform”

Whether you use videos to communicate with your customers or internally in your organization, Livestorm does it all.

Product demos. Customer training. Live Q&A. Webinars. Online courses. Live events. Hiring and onboarding employees.

Livestorm is a browser-based video engagement platform that doesn’t require a download or setup, and you can use it for on-demand, live, or pre-recorded meetings and events.

Livestorm supports all the workflows around a video engagement, including:

  • Landing pages.
  • Registration.
  • Email follow-ups: you can email people who did not attend the webinar.
  • Sharing video recordings.
  • Powerful end-to-end analytics helps you track and measure audience engagement.

This means you can track the engagement of a webinar or any online event. You can send adapted follow up emails based on attendance of the event.

Try Livestorm for free.


BUSINESS

A to Z strategy to get sponsorship

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Sponsorship for your business, book, or podcast is many things: a fresh source of cash flow, new contracts, and (big win) exposure to new audiences.

But getting sponsorship is not easy. For the partnership to work, it must deliver a positive ROI to the sponsor and value to your audience.

If you’re looking for direction on how to put a partnership together, Tom Whatley from CXL shows the steps necessary.

To start, a sponsorship strategy should cover five areas:

1) Assets: Essentially, every point of contact that can be used to get the sponsor in front of your people: website, social media pages, events, newsletters, speaking opportunities, and so on.

2) Audience data: To demonstrate to the sponsor the potential of your audience, you need to show them who they’re reaching.

Provide them with:

  • Demographic data.
  • Common interests and pain points.
  • Motivation to engage with your brand.

3) Asset valuation: Once you’ve defined your assets and audience, it’s time to put a price on it.

You can assess a price by looking at the costs of PPC, social paid ads, and what competitors charge.

4) Activation: This is where your audience’s goals and sponsor’s goals meet. Survey your audience and talk to your sponsor to pin down the best way to engage with your audience.

5) Market identification: Once you know your audience, you’ll be able to identify companies that would make great sponsors for your brand.

Getting sponsors on board

1) Create a compelling sponsorship proposal: This can be the most crucial part of the sponsorship process.

Keep these points top of mind:

  • Make the proposal easy to digest using graphics and bullet points.
  • Include social proof.
  • Always use a strong call to action.

2) Build a contact pipeline spreadsheet to keep everything organized.

3) Reach out to sponsors: Unless you have inbound reaches, you should spend some time cold emailing potential sponsors.

4) Close the deal: The closing call, email or meeting should be focused on the prospect. Find out why they’re interested in sponsorship, and show them why your business suits their needs.

5) Create a deal agreement.

Tom Whatley dissects each one of these points in detail, and he goes further to explain what you should do once you finally score a sponsorship.


ROUNDING UP THE STACK

ADVERTISING: $1.08 billion. That’s piracy websites’ annual ad revenue. Read this PDF if you don’t want to contribute to their ad budgets.

GOOGLE: You can try FloC only if you’re in the big leagues. Google is quietly testing its Privacy Sandbox technology with a small group of big publishers.

SEO: What is it like to migrate a 100,000-page Q&A site? This article provides a glimpse.

ADVERTISING: Regulating app stores: Is it too late? Here’s a data-driven opinion from Eric Seufert.

TOOLS: Don’t get us wrong: WebP is a great image format. However, opening WebP files with your standard image viewer is inconvenient. This is a useful free tool for converting WebP files to JPG and PNG formats.


BRAIN TEASER

Two scientists walk into a bar in Vienna. One asks for H2O. The second asks for H2O, too. Which scientist dies.

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

When Pepsi was sued for failing to deliver a $33 million fighter jet

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The year is 1996. Pepsi was running a TV commercial that said, “the more Pepsi you drink, the more stuff you’ll get.” 5 Pepsi points for a t-shirt. For 1450 points, you get a leather jacket. And a Harrier fighter jet for 7 million Pepsi points (that’s what the ad said, at least).

Challenge accepted: John Leonard, a 21 year-old-business student, saw the Harrier fighter offer as legitimate. He did some research and found the jet cost $33 million. On the other hand, he calculated he needed only $700k to get to 7 million points. What a bargain!

If something’s too good to be true… Unfortunately, John forgot about this adage and decided to proceed. He made a business plan, convinced several investors, and ultimately amassed 15 million Pepsi Points.

Unfortunately, after mailing his points to Pepsi, he got a reply saying that “the item that you have requested is not part of our collection.”

Whaaaat? John was outraged and sued Pepsi for misleading advertising. Ultimately, the court ruled in favor of Pepsi, saying an ad isn’t a “legally binding offer.” It was also on John for not having a sense of humour and taking the advertisement too seriously.

Was John right? Some argue that he should have won the court battle due to Pepsi’s false advertising. What do you think?

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Stacked Marketer was built to filter through the daily noise that exists in the marketing world. It’s a digital marketer’s 7-minute daily read, jam-packed with the latest news, trends, tech and actionable advice.

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