As an internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
For more information about SEO, why it is vital to digital marketing, and how it can help you be and stay at the top in your industry contact us.
A keyword analysis is the art and science of uncovering which keyword phrases your audience and prospects are likely to use in Google when searching for information such as what you offer.
Because search engines are looking to return relevant results when someone performs a search, your keywords need to be strong, direct, and relevant. The closer the words on your web page, blog post or online video are to the search that is being performed, the higher on google you will rank. The more likely you are to be on the first page (Ideally at the top of the page) the more chance you have of being found by your potential customer base.
For more information about Keyword Analysis, why it is vital to digital marketing, and how it can help you be and stay at the top in your industry, contact us.
Popular social media sites, Facebook, Twitter, and YouTube, offer different ways to advertise brands. Facebook gives advertisers options such as promoted posts, sponsored stories, page post ads, Facebook object (like) ads, and external website (standard) ads. To advertise on Twitter there are promoter tweets, trends, and promoted accounts that show up on users newsfeeds. For advertising on YouTube there are branded channels, promoted videos, an in video advertising.
The advantage of these advertising platforms is that thousands of potential customers will see your products or services on a regular basis. Also, these 'targeted ads' are going to be seen only by the people who fit your demographic. This approach is less of a "throw it out there and see what sticks" approach that conventional advertising entails.
Gone are the days of paying for ad space, hoping that enough people buy the publication or walk/drive past the billboard, and not having measurable ROI.
Digital advertising is no longer something of the future. Your customers use digital media as a big part of their lives. It is important for you to make it a big part of your business so your product or service can become part of their lives as well.
To learn more about Digital Advertising, why it is an important component to any marketing plan, and how it can help you be and stay at the top in your industry, contact us.
To many small business owners the world of social media continues to the the 'great unknown' simply because it is rapidly and continuously evolving and growing.
If you are managing this side of your business yourself or outsourcing it to someone you trust it is important to keep in mind the simple do's and don'ts that will keep your campaigns viable and interesting for your customer base.
Etiquette and social media are not two terms you generally put together in your mind, It does seem to be the Wild West at times. Between 'Trolling' and the propensity for people to feel they can say whatever they please because they don't have to look the other person in the eye as they type, it can seem abrasive and unkind.
A few simple things to keep in mind are be nice, always answer any questions, try not to offend anyone (and if you do apologize), and give the people what they want.
The "Golden Rule" applies online and off. Treat your audience like the real people that they are.
This week I will ruminate more on this topic for us all.
In a recent seminar I discussed the importance of your social media headlines. We discussed the three main categories of a powerful headline – Proof/Piggy-backing, Pain, and Gain.
Here are three ways to improve your ability to drive action from your headlines on top of what we discussed. Keep in mind that these tips work across all social media platforms you use.
1 – Add the words “how to”
Neglecting to do this is a common mistake and it’s easy to correct. Often I see tweets and other headlines that are simply statements.
Remember that a good headline or tweet contains a promise that, if you click, the promise will be fulfilled.
Adding the words HOW TO to an existing ‘gain’ headline will be a dramatic improvement turning a statement into a promise.
For example, here is a fantastic how-to tweet from a start-up software company called Bidsketch:
Remove the HOW TO from the tweet and it reads, “Apply the 80/20 Principle to Your Freelance Business”
This headline doesn’t make a promise, it makes a statement. Add the words HOW TO and you’ve got a promise, and a good headline.
2 – Communicate time
One of the questions people will have when they read your headline
is — how long will it take to fulfill the promise in the headline?
One way to improve your click through rate is to communicate some aspect of time in your headlines. Take a look at this tweet from Hiten Shah:
I don’t think this is going to be a quick read.
If I don’t have the time, I’m unlikely to click on this link. On the other
hand, if I’m looking for a thorough exploration of this subject, I’m
going to click and get settled in for a lengthy piece of content.
Notice how different this tweet would communicate the aspect of
“A Single, Simple Trend That Will Dominate America’s Future”
This tweet gives the sense that this will be a short, concise piece of content that I can consume in a few minutes.
3 – Add fascination
Adding a layer of fascination to your tweets and other headlines can lead to huge increases in engagement. (Which is ultimately what we are all looking for.)
The key is to tie a gain or threat to something that is seemingly
unrelated. These headlines make a promise but also tease the
reader with curiosity.
Here’s a great example from Jon Morrow, Here’s a great example Jon Morrow:
Social Media Marketing is all about engaging your audience. If your audience is engaged, they are inclined to participate in your company’s branding.
But there are many casual and infrequent visitors who would like to participate and yet, don’t know how to start. These people need friendly hosts who can respond to them personally and help them find the activities, information, and people who will be most relevant to their needs. By welcoming, thanking, and acknowledging people personally, and responding to their specific interests, you can foster an environment in which everyone will feel confident and energized about participating with your company and with each other.
Audience FirstThe first step to personalizing your social media efforts is to take an audience-centered approach. This doesn’t mean throwing out the things that your employees or partners think are important, but it means framing them in the context of what visitors want or need.
Instead of starting by describing what your company can provide, audience-centric design processes start by mapping out audiences of interest and brainstorming the experiences, information, and strategies that will resonate most with them.
It is important to know your audience. Who is your target market? What topics of interest will you use to guide content creation? Where will you put this content? Why… what is the objective – Awareness, Revenue Building, Talent Attraction….?)
What type of person are you hoping to get the attention of. What do they do? What motivates them? Are they incentivized by free things, accolades, involvement… What are they influenced by? Do they read the New York Times or do they get their news by “Following” the Huffington Post on twitter? Are they environmentally conscious or do they have an air conditioner in every room of the house and ‘forget’ to recycle? Do they listen to Boards of Canada or Brittany Spears?
The deeper you delve into the minds of the target audience the clearer and more personalized you can make your message.
The initial work-up of a profile of your target market will ultimately help you to shape or scaffold the online experience of your audience.
Take the time to get to know your audience and target market. Catering to their interests and needs is a sure fire way to promote participation and success in your online marketing endeavors.