Search, Social, & Analytics // Edition #2

Welcome to the 2nd edition of Search, Social & Analytics, the newsletter bringing you the latest in the world of search marketing, social media, and web analytics.?

Last month was a busy one for Base Creative. Resident social media expert Becca Holloway was promoted to Senior Social Media Consultant, the team put their game faces on for a night of tacos and shuffleboard, and their Sunday best for a photoshoot the next day.

Search

This month the team focused on helping you adapt to search marketing’s ever-changing landscape: the upcoming switch from Universal Analytics to Google Analytics 4, the impending transition from expanded text ads to responsive search ads in Google Ads, and the ins and outs of creating content for different audiences online.

• 5 GA4 features you need to know about by Anna Corbett
• Making the move to responsive search ads by Abby Webb
• How to create content for different audiences by Charlie Stewart

Social

There’s a new buzzword or feature that debuts on social media practically every week. It can be tough telling which ones you need to know about and which ones you don’t. That’s why Iain and Becca have broken down two features on Twitter and LinkedIn - Twitter’s hashflags and LinkedIn’s Creator Mode - and how you can use them (if you should at all).

• Hashflags: What are they and should I care? by Iain Scott
• Using LinkedIn to propel your organisation’s leaders to mega-stardom by Becca Holloway

Analytics

GA4 casts a long shadow, with Anna Corbett continuing her series with 2 articles comparing the reporting platform to UA and explaining why you need to make the switch sooner than you may think. Iain explains the metrics you need to look at to measure your site’s success and what crocodile brains have to do with data.?

• Why you need to switch to GA4 sooner than you think by Anna Corbett
• Don’t ask me what I think of you site: let’s look at the data by Iain Scott
• GA4 vs UA: comparing Google’s reporting platforms by Anna Corbett

Bonus

Elsewhere in the world of digital marketing, Iain takes you behind the scenes, letting you know the questions you can ask a prospective agency to get the most out of your relationship. Abby lays out the effectiveness of email marketing and how to stop your emails ending up in your audience’s spam folder.

• 5 questions to ask a prospective SEO agency by Iain Scott
• How can I stop my email newsletters from going to spam by Abby Webb

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