For a so-called “dying platform,” I’ve written a lot in the past few months about Twitter.

Whether it was the possibility of Twitter making emojis the new keyword, or all the way back in January when #Twitter10K was a hot topic, this social media platform has been at the center of many conversations throughout the industry lately.

Just this week, whispers of a potential sale of Twitter were circulating, which sent the rumor mill into overdrive. Big-name brands like Disney, Google, and even Salesforce are being thrown into the mix as potential buyers.

Each of these companies is very different. So I started thinking: What would happen if any one of them acquired Twitter? How might this deal look like for each of these companies? Let’s explore.

Disney

Given the fact that Twitter is now streaming events like the presidential debate, and joining forces with the NFL to stream 10 Thursday Night Football games globally, Disney may be looking at Twitter as a chance to expand its digital power. The House of Mouse already owns ABC and ESPN, along with their myriad of cable and digital entities; but people are fickle. As more and more people migrate their media consumption to digital-only platforms – particularly in the sought-after 18-35 demographic – Disney may be looking to follow the audience. ABC’s Thursday night lineup consistently trends on Twitter; College GameDay is an often-Tweeted weekly event. Why not join forces into one powerhouse platform? If Disney acquires a social network, they’re privy to data that their competitors can never touch and can use their existing channels to promote and generate content for their latest venture.

However, I keep wondering if a Disney acquisition would make other big-name networks like CBS, NBC and the like shy away from using Twitter since it would be owned by the competitor. Or would some healthy competition spur their creativity? Would Universal be the next to jump into social network acquisition?

Google

Google has struggled to make waves in the social networking space. Google+ fought to gain traction to minimal avail. Buying Twitter would give Google the chance to let their presence finally be felt in the social sphere by purchasing an already successful platform, rather than trying to fight the Facebook behemoth for space market share.

Twitter also owns the live-streaming app Periscope, which, as of March 2016, boasted more than 200 million user-created broadcasts. The hunger for video content is almost insatiable right now. So for Google, who already has their foot in the video door with their ownership of YouTube, acquiring another video outlet could possibly lead to the integration of autoplay videos, and creation of a more user-friendly experience when embedding YouTube videos into tweets. Perhaps they’re even thinking of a foray on the Instagram Stories/Snap Inc. (formerly Snapchat) space to give Twitter the boost it needs.

Salesforce

Finally, Salesforce, the cloud computing company that’s behind the world’s top CRM solution, is on the table as a possible buyer. But how could this company help Twitter once again be a flourishing platform?

Compare it to Microsoft’s acquisition of LinkedIn. With this acquisition, Salesforce, like Microsoft, would have access to stores of data from the pre-existing site—data that can be used to create new products and improve the software.

Many marketers use Twitter to reach new customers. This type of tactic could be rolled into a new software update for Salesforce that mines the data right from Twitter, which companies could then use to create relevant, valuable content and messaging.

What’s more, Salesforce already has a system in place that’s integrated with Facebook Lead Ads, which sends leads from Facebook directly into the CRM. It wouldn’t be a stretch to give the same capability to Twitter.

From the average tweeter’s perspective, nothing would likely change with a Salesforce acquisition. At least, not in regard to the general purpose of the platform. But marketers using one of the Salesforce tools could potentially use data gathered from Twitter to refine the targeting on their clients’ promoted tweets and gain marketing knowledge that can inform advertising across myriad other platforms. From a marketer’s perspective, this option definitely has some legs.

Though this would help brands spread their messaging to their target audience, Salesforce would also be faced with the challenge of growing the platform’s popularity among a younger crowd that’s not interested in sales or business development. After all, people turn to Twitter to express their thoughts, voice their opinions on certain topics, and share stories that mean something to them.  Salesforce, while building its potential for business purposes, on one hand, will also have to come up with new, innovative strategies to engage users that aren’t into the marketing function but are interested in the social aspect of the network, instead.

Keep in mind that these are just rumors—an acquisition isn’t set in stone. Twitter will have to weigh the pros and cons of each company to find a perfect fit when moving forward.

Stay tuned…

I’d just written an SEO report for a client who had been using an H1 tag in multiple places per page on their site—something I see fairly often—and as usual, I made sure to call this out in my report.

You should only ever have one H1 tag per page, I wrote. My normal elaboration goes like this: Think of your header tags like a topic hierarchy. The primary header, or H1, should encompass the main concept or topic of the page. H2s are subheads that support that topic. H3s are subheads that support topics under H2s, etc. Because there’s only supposed to be one topic per page, each page should only have one H1.

“But what about long-form webpages?” Aart, the creative director, asked. It wasn’t really a question. More of a challenge, really. But it got me thinking. (Mission accomplished, Aart.)

Web developments and designs are always changing. Attention spans are shortening. Pages are getting longer and fancier, with a bigger emphasis on user experience and eye-catching design. We’re trying to make it easier for the user to find what they need in fewer clicks. All those different pages that were crucial for SEO value don’t always work with contemporary designs.

Anyone who works in search engine optimization knows that it’s already pretty hard to find the right balance between SEO and UX, but how can you do it when your design dictates more than one topic on a page? How do you make solid SEO-related decisions that work with new user experiences?

Well…the truth is, you actually can use more than one H1 per page—but only if you’re “up to code,” so to speak.

First: Make sure you’re using HTML 5.

Unlike previous versions, HTML5 is equipped with the capability to code multiple sections into a webpage. Search crawlers can process these tags and understand that the content inside is unique to that section, and not necessarily pertaining to the overall topic of the page (more on that below). Older versions of HTML don’t give the same clues in a way that makes sense to a crawler in terms of optimization.

Second: You’ve gotta get your tags right.

In terms of SEO, there are two different types of HTML5 tags that can help crawlers dissect your page: <section> tags and <article> tags. When used correctly, these tags help crawlers understand that different topics exist on a single page. A <section> tag indicates that the content inside that tag relates to a single theme, and an <article> tag indicates a piece of content that could stand on its own, like a blog post or a news story.

For sections, think of it like this: you have a page about SEO Fundamentals that’s divided into three separate, robust sections about Content, Site Architecture and Link Building. You don’t want to have three separate pages about these items, so you put them all on the same page. Each is related to the main topic – SEO Fundamentals – and each topic could be considered just as important as the others. They all carry the same weight.

For articles, on the other hand, think about a blog that scrolls infinitely. In other words, when you get to the bottom of the page, more articles are loaded so you can keep on scrolling and reading. It can feature a variety of topics, from digital marketing to restaurant reviews (clearly our theoretical blog writer has a lot of diverse interests). Each one of these articles can stand on its own, away from the context of the page.

Third: Make sure you’re only using one H1 tag per section.

If you think about it, the same header tag hierarchy that you’d use for a single page also applies to a single section or article. So you’d use one H1 to capture the topic of the section; H2s to designate a subtopic of the H1; H3s to designate subtopics of H2s, etc. Just because you’re using more than one H1 per page doesn’t mean you get to escape the hierarchical logic after all!

The Final Verdict

So can you use more than one H1 tag on a page?

Yes if you can properly code out sections or articles on your page, and you’re following W3C best practices.

No if you’re using a version of HTML that predates HTML5, or if you’re using header tags to style different parts of your site rather than make a logical page structure. (Yup, it happens.)

Not sure if your site structure is up to snuff? Contact the experts at Flying Cork!

“If you build it they will come…”

It would be difficult to argue against the importance of staying in touch with your customers. However, traditional materials like physical mail can cost a fortune, and cold-calling can take an eternity or even miss prospects entirely. Email, on the other hand, is the most cost effective, time efficient way to communicate with your audience – and that includes creating an email list.

Being the savvy marketer you are, you already know this, so you take the time to build out an email campaign. The branding looks impeccable. The copy speaks to your target audience and your subject line makes it nearly impossible to ignore. You pat yourself on the back and are just getting ready to hit send when you realize -whomp, whomp- you have no one to send it to.

It’s obvious that growing your email list is important, but how do you do it? With most email users skeptical about signing up for yet another newsletter, email marketers already face an uphill battle.

Below, we have listed several ways to not only begin building an email list, but ensure it continues to grow long after you hit send.

Sign Up Form Visibility – Exposure, exposure, exposure. The more places you are able to advertise your newsletter, the more likely people will be to sign up. Facebook pages, websites and even physical sign-up forms are all ways you can and should ask prospects for their email address.

Drip Campaigns – Not everyone on your list is going to engage with every email the same way. Additionally, with the time you are spending building those gorgeous emails, it may prove difficult to keep track of all of your subscribers. By using drip campaigns, you are able to automate emails for subscribers depending on their recent activity. For instance:
  1. When a new prospect has subscribed – welcome them and let them know what they can expect.
  2. If someone hasn’t opened the past 3 emails – send them a coupon code.
  3. When a loyal customer chooses to read everything you send out – show your appreciation by sending them a thank you note.

Create relevant and engaging content – A subscriber opened your email! Congratulations, the hard part is over. Now that they’ve done exactly what you wanted, thank them with content they’ll enjoy and can relate to. Assure them that they’ll want to keep opening your emails.

Segmentation – People like to feel special, so try appealing to their unique lifestyle or interests through segmentation. By segmenting your email list, you are able to send specific messages targeted to the needs of different readers. For example, if you are a grocery store holding a sale on baby formula, you don’t want to send that promo to a single male whose beverage preferences run towards more alcoholic tastes. If you keep sending irrelevant mail, there’s a big change he’ll unsubscribe from your list.

Pro tip: Start segmenting sooner than later. Trying to backtrack and add attributes to pre-existing subscribers can be difficult.

Joint Promotions – Reach out to companies that share similar values and work together to create a campaign to grow your email lists. Hold a giveaway in which the only requirement for eligibility is to sign up for both companies’ newsletters. In doing so, you are doubling your reach and potentially your list.

Need help growing your own list? Flying Cork can help! Reach out to our email specialists today to see how you can use email to get your messages heard.