By Christopher Hutchens

This week in inbound marketing we look at Google's recently updated sitelinks, what to avoid when creating buyer personas, plus we share a free checklist you can use to successfully market future webinars.

1) New & Noteworthy

Getting the Most from Google’s New Sitelinks

If you’ve ever run paid search ads in Google AdWords, you know it’s a continual process of monitoring ads and making adjustments. Back in August, Google made changes to the look of its ad extensions—specifically how sitelinks, callouts, and snippets are structured and displayed. In this article, Googler Matt Lawson discusses how you can take advantage of the recent changes.


Dealing with Duplicate Content

If you’ve ever developed a new landing page, you’ve probably tried to avoid using the same language from another page on your site. As content marketers, “duplicate content” is a buzz phrase that might make you cringe as you’ve tried to avoid it at all costs—but the truth is that some duplicate content is treated differently from other duplicate content. This article reviews how you can address any duplicate content on your website.


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 2) Grow Your Inbound Marketing

So You Have Your Buyer Personas—Now What?

Developing buyer personas is one of the first steps in creating a successful inbound marketing program. But creating personas is only the first step—you then need to use them strategically. Here we reveal how to get the most out of your well-researched buyer personas so that you can maximize the success of your inbound initiatives.


Free Checklist—How to Market Your Webinar

Let’s face it: A webinar can’t be successful if you don’t get people to register or watch it. While it’s important to find a great topic that will educate your audience, you eventually need to know how to market the webinar and get people to sign up. So to help, here’s a free checklist you can use to make sure you’re getting the word out about your upcoming webinar.


The 7 Deadly Sins of Creating Buyer Personas

We’ve already mentioned that creating buyer personas is a huge first step in developing a successful content marketing plan. Personas help you understand what type of content you should be developing and how you should be marketing it. But in creating personas over the years, we’ve seen many mistakes that should be avoided at all costs. Here are the seven deadly sins of developing buyer personas.


3) Marketing Reports, Updates, and Trends

E-Commerce Navigation Doesn’t Work the Way We Think It Does

E-commerce websites utilize several tactics such as mega-menus and huge drop-down menus. Many sites resemble one another or at least share several features, but a new test reveals how users are really using navigation. Testing new changes to some of his clients’ e-commerce sites, columnist Brian Massey shares surprising results that might make you rethink your e-commerce navigation strategy.


Facebook Tests Web-Based Virtual Reality

Continuing to innovate how people interact and engage with brands, Facebook is now testing web-based virtual reality (VR) experiences that people will be able to view from their news feed. Andrew Mo, Oculus product manager, said during a recent conference that people will soon see videos promoting the VR experience in their feeds and, once they’ve clicked, users will be able to see and tap on objects within a full-screen VR experience. Read more about Facebook’s new VR testing here.


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Christopher Hutchens

About the author

Christopher Hutchens is a Marketing Consultant at SmartBug Media. He previously worked as an interactive project manager, helping launch and redevelop websites for B2B and B2C companies. Chris is originally from Chicago and has a B.A. in Psychology from the University of Missouri. Read more articles by Christopher Hutchens.