Finding the Correct Marketing Mix
August 9, 2018
From display ads to SEO and search ads, content, and your social efforts, there’s plenty to think about when developing the correct marketing plan. Here’s some advice on why and how you should be reviewing your funnel to make sure you have an effective, balanced marketing mix.
This article will examine SEO and search ads versus social media and content, those traffic channels that you put your hard-earning money in, either organic or paid, that can move traffic to the top or more in the conversion process.
But this is actually a difficult equation, and the marketing plan overall is something that plenty of folks struggle with and that I find plenty of misplaced dollars and misplaced energy. So the way to resolve for is we can begin with a pretty easy examination process. We can ask ourselves kind of strategically, “Where are we facing challenges?”
We see lots of businesses, from small startups and businesses on the web to huge companies having this concern where they say, “I have an issue with the comparison and consideration phase. I feel really great that folks are aware of my brand, and they come for that 1st visit. They return for another visit. But then they get to the consideration phase and I feel like I’m losing out against my peers right there before conversion occurs.
Guess what? If you’re putting all your marketing money into display or into offline usages of display marketing, which go to awareness, and not enough in the consideration and comparison part, where things like search can be good, specifically your brand vs. competitors, or your competitor vs. your features, what to buy, your brand, or reviews, or recommendations.
All those sorts of things, buying those key terms, ranking for that stuff, having content that serves them and maybe doing some display advertising to folks who’ve already seen your website. But the issue is you’re spending all your energy and time and money up in awareness.
Social Media Marketing Trends that Can Affect Your Business (In a Good or Bad Way)
July 8, 2018
Social media is always changing, so what’s next?
That’s the question I was recently asked. This kind of question can be very easy since there are so many candidates, including anything to do with Facebook.
But if you don’t want to depend on the clichés of upcoming social technology. It can be a task to choose what will matter and why. I suppose this article is at a point in the middle and I hope it aids you in thinking about where the substance separates from the social media objects.
The most vital thing about social media marketing isn’t the tech. It’s the people. People have to find a connection with their consumers using the technology.
What moves marketers’ attention to social media is technology like networks, new apps, and the current features on key platforms. Again, the most crucial thing about social media marketing isn’t the technology. It’s the individuals and how they use that technology to publish, create, interact, and share.
Social media is a part of consumer attitudes leading new developments in social technology while at the same time, new technologies that influence consumer behaviors. It’s vital for brands looking at what’s next in social media to realize this dynamic with their own customers and bigger community.
With that dynamic cycle of technology and people in mind, here is an example of a social media evolution I think should be given some attention.
Facebook is ruling social media video, advertising, and usage. I don’t see that altering anytime soon. Predictions that Instagram will soon become the 2nd biggest social network, Facebook users don’t have to leave, do they? Think about the expectations of your customers when creating your Facebook marketing strategy and how much you can achieve with customer engagement before they will even think about going to visit your unexciting corporate website.
Free Online Marketing Tools Every Small Business Owner Should Have
June 12, 2018
Every small business owner wants tools to get their marketing campaigns off to a good start. Honestly, several of these tools are just for enterprise-level businesses or need a budget that doesn’t always validate the ROI. Well, then, how about some free online marketing tools?
Answer The Public
Answer The Public’s tool is absolutely free and has become a big part of content strategy. Use it to decide the questions and topics surrounding the main keywords that you want to rank for. You then try to answer as many of these questions as you can with your content.
Open Site Explorer
Knowing your link profile and that of your competitors is vital to building your domain authority. One of the fastest ways to win in every campaign for SEO is to copy and paste the URL of your competition into OSE and discover all the sites that are linking to theirs but not linking to yours.
Screaming Frog is the go-to crawl tool for most in the industry. While they do have a paid version of the tool, for free, you can crawl up to 500 pages, leaving most small businesses in the clear. As said above, this tool is great for auditing your redirects, finding pages that are missing meta data, finding duplicate content, and finding broken links.
Portent’s Title Generator
Say bye to writer’s block with this convenient tool. Our team loves to use this tool to think about very shareable content ideas. With just a press of a button, this free tool provides you with title ideas that go from serious to funny. hilarious. Not one persona has said, “Wow, that seems like a boring article. I’ll read it!” Have a good time with it. Even if you don’t see the ideal title, you will get the creative juices going.
How to Dominate Content Marketing with Effective Tools
May 28, 2018
The internet is overloaded with way too much content.
Regardless if you’re publishing a video, sharing an image, or blogging, you are adding to the over 2.5 quintillion bytes of data that is made each day.
The old way of publishing tons of content isn’t as useful as it used to be. Many more are publishing great content to the point that it’s becoming more and more difficult to be understood over all that digital noise.
It’s time to blow off that dust and put on a bright new coat of machine learning polish to your content strategy.
What is Machine Learning?
As a sub of artificial intelligence, machine learning happens when computer algorithms are encoded to learn from the information and data it inputs. The outputs of these machines varies every time because they’re capable of changing their subsequent actions from studying trends, data-points, and patterns.
The more information that is put in, the more personalized and accurate the results are.
You can see machine learning in technologies that may even surprise you. Did you know you can find it in pre-populating search engines, spam filtering, self-driving vehicles, or Super Mario.
To enhance job efficiency, machine learning tools are capable of reducing the time it takes to track and decipher your data into actionable jobs that will head to predicted success.
Reviving your content strategy now necessitates crafting individualized content that is forecasted to bring you a link to your audience way before your hit or miss blog topics.
Here are some smart marketing tools that will provide you with adaptive and precise ways to share and create content that unites.
Machine learning lies within its capability to calculate which parts of your blog really matter to your audience, when you should share articles, even if the visiting patterns of your audience begin to change.
Where is Your Website?
April 24, 2018
It wasn’t too long ago that unless you were a major industry leader, you didn’t have a website. However, now that search engines promote local companies first, not owning a site is winding up biting you in the end.
It doesn’t matter if you operate a bounce house rental company or a residential painting service. If you don’t have a website, you’re losing out on business.
Web Pages are the New Neon Sign
Before the Internet, people just walked around looking for “open” signs to know who to shop from for their needs. Now, however, you type a few letters and see what’s available.
If you don’t have some form of a website, however, today’s online pedestrians are not going to know that you exist. A site, however minimal, can achieve far more results than not having one at all.
Informs & Educates Customers
It isn’t enough to only offer a product or service in the modern marketplace. People want to know how things work, as well as better understand what remains expected of them and your company.
In locating the best deals, today’s consumers are more hands-on than ever before. By having a website that explains your products, services, and methods, they can rest more comfortable knowing that you are their local expert.
No one hates surprise costs and hidden fees like your current clientele. Gone are the days of haggling over service fees, and no one wants to deal with bait and switch pricing anymore.
When you explicitly display your pricing, it removes much of the hiring guesswork out of the process. Your customers need to know what sort of prices they are facing, as well as why you charge as much as you do.
Give Your Business Legitimacy
Many shoppers are concerned about getting ripped off by a local service provider. When people can’t look you up online, it may make them think that you are hiding something.
Although it’s easy to “fake” a website, having one that displays your products, services, and pricing can prove to them that you are serious about what you do. Today’s pages are as relevant as business cards have been in the past.
Provide a Personal Touch
Larger companies still think that their customers are satisfied in dealing with robot voices, and phone prompts. However, the typical person wants to know that they are hiring a human being.
By displaying your image along with your business offerings, potential customers can see who you are and know that you are real. When you need to stand out from the crowd, you need to be yourself to achieve results.
How to Make Sure Your Video Content Works for You
April 1, 2018
Video is a powerful storytelling method. Not only can it work as a top proving ground for your company’s significant ideas, new content efforts, and promotional campaigns, video’s expressively resonant mixture of motion, visuals, and sound can also aid you in driving deeper, more pleasing relationships between your audience and its brand.
Videos are among the most flexible tactics content marketers can use. For one, they can be crafted up, loaded up, sliced up, and served up in a vast variety of ways. They work well in both short and long formats, regardless if we are talking about a six-second video to a full-length film, and anything in-between.
Videos can serve as pieces by themselves or several conversations that reveal info over time.
Videos can be served as the main course or served as an appetizer in advertising.
Videos thrive in practically any content platform, including your blog, your website, channel, email, or blog. Videos even flourish on third-party video sites such as YouTube or part of a webinar.
Let’s say, for example, you own a Tampa tree service business. A video on your website introducing who you are and what you can do or a video on your blog describing the various tree trimming shapes you provide takes your business to the next level. Showing is always better than telling.
Videos are well suited to be viewed on mobile and desktop settings.
Videos can be repurposed, republished, or repackaged in combination with your other important content efforts.
Videos can be produced on the fly as live-streaming events on messaging platforms or archived for the ages.
Videos can be shared on social networks, like Twitter, Instagram, Snapchat, and Facebook.
Of course, the video might not always be the perfect format for your content. For example, there are times when your audience might want to read a small article rather than watch a video.
How can you tell if making a video is the right decision? Ask yourself if anything about your story would be lost if you attempted to tell it without the advantages of sound and visuals.
Internet Users Feel Ads Are Becoming a Bit Too Much For Them
March 20, 2018
If you believe ads are turning out to be more invasive, you’re not by yourself in that thought.
Surveys have shown that people feel ads are more interfering now than they were, say, two years ago. A similar number specified that more ads are seen overall. Even more people said that ads are now popping up in more places.
Part of the reason folks believe they’re seeing more ads is because they’re spending more time participating in some form of media. Studies forecasts that US adults spend about an average of over 13 hours with major media this year. This is an increase from last year when it was at 11 hours.
And not only are folks spending more time with media, but using a second screen is on the rise. It is predicted that at least once a month, over 185 million US adults will watch traditional TV while using a digital device at the same time to browse the internet.
Consumers who feel ads are being too invasive are making moves that advertisers should take seriously. It is projected that 3 out of 10 US internet users uses some sort of ad blocker. Based on a survey of over 35,000 ad blocking users, people were most likely to block because ads are too numerous, invasive, and annoying.
The backlash against companies and their annoying ads using data in invasive ways has gone up in recent times. The #DeleteFacebook movement is a hot topic because of the social network’s continuing scandal with Cambridge Analytica, in which data was collected without user’s permission for voter targeting reasons.
Facebook shut down its Partner Categories, a product that abled third-party data providers to put their targeting right on the platform. However, tea leaf readers feel that Facebook may be rethinking this move.
Getting Your Business At the Top of Search Engine Results (Yes, Google!)
February 18, 2018
Do you ever click through to the 2nd page of Google’s search engine results?
No. Who does?
In fact, under 3% of searchers go to the second page.
Reasonably then, most business owners are interested in getting their business on the 1st page of Google. There are numerous ways to get your company listed at the top of the results of major search engines like Google. Here is a tried-and-true way of making it real.
There are various areas of the search results you can rank number one for. Organic listings at the bottom, local listings in the middle, and PPC ads at the top.
That signifies you have three separate chances to rank your content on page one. This strategy and philosophy to getting that spot on the first page and outranking your competitors begins by breaking it down into resolving three key questions, each one marked targeted at a different part of the search results page.
How do you use search engine optimization (SEO) to get housed on page one?
How can local search engine optimization (LSEO) help get more listings on page one?
How do you get your pay per click (PPC) ads on Google on page one?
There are over 150 actual ranking signals. Here’s what you need to focus on if you want to get your business on page one, at the top, of Google’s search results.
- Social signals
- Webpage content quality
- Webpage content length
- Page speed
- Schema markup
While you might think there would be a contest between the PPC teams and content marketing team of any digital marketing agency, the truth is there isn’t one. Most simply work side-by-side. You should really invest in both.
Another truth: pay-per-click ads have continuously been an affordable way to get more sales and leads from the internet.
Secrets of Effective Web Designing
January 8, 2018
If you’re pondering what makes an effective website, here are some helpful web design tips on how to make an eye-catching, effective, user-friendly website.
Every page of your site should provide a clear purpose. It will most likely sell your services and products, create leads, and deliver brand building.
Ask yourself what is a visitor going to look for on your website. Will it be entertainment, to buy, or information?
It’s simple if your site is supposed to entertain. You can share videos, podcasts, art, and pics but you should keep in mind to update them.
Your site needs to be eye appealing so people want to explore it. If it’s old-fashioned and unappealing, it shows that you don’t care about progressing your services or products.
Even if you’re not into web designing, you should have some say in how your site is going to look. The best way to figure out what you want is to take a look at your competitor’s and consider what you like and what would fit the personality of your brand.
Relevant, original content
None of your website visitors will make time to read long paragraphs about your products or services so remember the number one rule of web content writing, which is crystal clear communication.
Once your site visitors enter your website, ensure they see who you are, they see what you do and what they can get if they decide to become a customer of yours.
Clear website navigation
Navigation is about how simple it is for people to take move around your site.
You can have the most gorgeous website ever, but if people can’t find the info they are looking for and quickly, your site is pointless and your services and products won’t sell.
Key Elements of a Good Website
December 1, 2017
Some points to help owners take their website to the next level.
Solid Visual Design— Design is a broad word for all the visuals parts of your site. This includes fonts, white space, colors, layout, theme/template, and photos. Using a theme that connects to the topic of your site can aid to keeping your content on course. When it comes to design, it’s critical to remember to use white space and think about meaning and color usage. Everything on the page must serve a purpose.
Content— The key to a good site is giving pertinent content that your visitors want. Content should answer the question “what’s in this for me?”
Navigation— Navigation is like “GPS” of your site. Navigation has buttons that get your visitors where they need to go to see the info they need or to do specific things. Typically, this bar is along the top or along the left side of the website. Should be easy to use and not cluttered. It is really a great idea to group like pages under a similar topic to simplify navigation.
Call to Action — The call to action is a set of words that appeal to your site visitors to take quick action on your website. There is no real formula for great call to action. The solution is to continually test what works best for your site and your visitors. Test the size, color, font, etc. Make sure you use action words.
Credibility — A good site inspires trust from visitors. Great website design takes this into consideration by including items that help classify you as a legitimate resource. One way you can do so is by using verified links, clearly giving your contact info and identity, using social media, and correct grammar.