11 Jul

How to Use SEO in Your Digital Marketing Strategy

Most people today know that Search Engine Optimization (SEO) is critical to having a successful on-line business. What they may not know is exactly how to use it in their marketing plan. Incorporating strategically chosen keywords, with valuable content, can dramatically increase your world-wide-web presence, and ultimately, your bottom line. Even more important, knowing how your customers find you is invaluable information.

But this is just the first layer, of many, to creating a consistent revenue stream. Implementing a data driven marketing plan, to create repeat business, is necessary for growth and longevity. Once complete, you must re-evaluate your data and re-engineer your plan, to attract new customers and retain your existing business. With time, you can create a recycling funnel system that will continually produce revenues. This is known as data driven marketing.
 

First, what is SEO?

 

We know what SEO stands for, but what does it really mean in the marketing world? When building, or updating, the website for your business, using SEO and keywords is critical to being discovered organically online. You can certainly pay for placement, but this is an expensive option and must be on-going to maintain good ranking. It also does not guarantee top placement. Organic leads are what you want to strive for, as these people found you through a search engine or other free avenue.

When search engines, such as Google, Yahoo and Bing, crawl your site, they want to find words that are relevant to what people are searching for most. Big corporations know the importance of key word searches. Consider this: when you enter “the best laundry detergent for sensitive skin,” you will find all blogs on the first page, however when you use keywords such as “laundry detergent” and “detergent for sensitive skin” you start to see more name brand companies in the search results.
 

Quality content is a must

 

You want people to go to your website and stay there long enough to see what you do and offer. The average person spends only 15 seconds on a web page and less than one minute on a site before moving on. With quality content, you can engage your users and ultimately convert them from a customer into a client. Think about it like a retail store. Customers walk in and out all day long, but clients are those who purchase things and come back repeatedly.
 

Optimizing your content

 

There is no way to guarantee that you will rank number one on the major search engines with the number of services available to boost your placement, but your goal should be to land in the top 30. If you are searching for your own website on pages 10 or 15, you need to tweak your content and get it working better for you. Be sure you have a title and description that contains keywords for each page of your website. Also, add text to your images via alt text. Pictures on a website are great, but search engines cannot screen photos. Add your website name or a short blurb about what you do to your image files.
 

Pay attention to technology trends

 

In recent surveys, 64% of respondents felt that having a data driven marketing strategy was the key to on-line business success. Everyday technology improves and new services are available. Knowing what is out there and how it could benefit you can be critical to your on-line business. If you are not changing with technology, you will find yourself with less internet customers and a weak bottom line. Stay on top of how Google ranks sites and use their Analytics tools. This will guide you to a more successful website.
 

Test your Website

 

test your website

Many websites provide great tools that allow you to see how your website is performing. They track, for you, what words are being searched, where your traffic is coming from, how long people stay on a page, etc. Again, Google Analytics is a great tool to know how to use, as well.

 

Know What Your Competition is Doing

 

Competition is good for business. It forces you to be on your game and be more creative. But you don‘t have to do it blindly. Knowing what keywords are used to drive traffic to your competitors site can be invaluable marketing information for your business. Websites such as www.seositetools.com can be a great tool to use in your data driven marketing strategy.

Website Optimization and Marketing Strategies

 

There are a plethora of avenues for collecting data. How you use it will determine your business success. As stated by Kate Cooper, CEO of Bloom Worldwide, digital marketing has tracking capabilities that generates data, whereas traditional marketing mediums such as direct mail and print couldn’t be tracked accurately. The main challenge is choosing the most important data to analyze. You can easily get overwhelmed with all the information available.

As discussed above, researching your competition is a good place to start when creating a website that captures customers and keeps them engaged. By using the keywords that bring customers to your website you can determine what may or may not be beneficial to your marketing strategy. Also, make sure that you are optimizing all aspects of your site; add alt text to images; use at least two headers on each page or with each post, if you have a blog; and use external links. Don’t forget to keep on testing, as well. Strategies and plans need to have a fluid component. Business moves fast online, and so does the way search engines rank. When your competitors change the construction of their web presence, it will affect you. It’s important to avoid working with a reactive approach. Stay proactive and do your own research to determine the best way to stay at the top. Additionally, make sure that the rest of your company is in prime condition. As the saying goes, don’t put all your eggs in one basket. A balanced company is a successful one.
 

Alt Text

 

Using alt text is a simple way to increase your SEO ranking. Images do not get ranked, text does. Incorporate short, descriptive language and keywords into your alt text. If you are selling hand-woven baskets, then you should add this tag to your images. This will not only help your site ranking but will also help when people are searching for images, as the alt text is what is picked up in searches, not the actual image itself.
 

Headers

 

Using headers is an easy and often neglected way to increased site rankings in search engines. Web crawlers first look for header 1 and header 2 on websites and will go on to search lesser headers, 3, 4, and so on. Neglecting to add the initial headers will substantially hurt your SEO and ranks. Never leave off headers.
 

External links

 

You would think that linking to another site to yours would hurt your ranks. Why would you want to bring attention to another website? But having at least two external links boosts your SEO. Make sure that you link to meaningful articles, but not your competition, and that you link through keywords. If your company sells skylights in Maine and Vermont, link to a website that perhaps discusses the top five ways skylights benefit homes in the northeast. If you can google the topic to find the article, linking to the article through the keywords you used to search for it will help your website.

 
Test and Retest
 

Think of testing your marketing plan the way you would any other theories: with the scientific method. First, start with the data you have collected. Then ask a question about the information you have assembled. Determine your hypothesis or theory about this data and test it with an experiment. Next, analyze your results and formulate a conclusion. Finally, use this information in your fluid marketing plan. Take these steps often to ensure that your strategy keeps you at the forefront of the market.

 
Balance Within Your Company
 

Be sure that you have not only marketing goals, but company-wide goals. It’s one thing to have a solid marketing plan, but if the rest of your company is a disaster, you will ultimately fail anyways. Don’t spend money on marketing until you have all other sectors of your business in order, from your company finances to your POS systems.
 

Set SMART and RACE objectives

 

To win in business you need to run a SMART RACE. Yes, it’s true that success is a marathon, but not a sprint. You can’t take off fast and maintain success with a plan. Consider your marketing strategy more of a marathon; moving forward at a steady pace to gain success over time. Using the SMART RACE acronyms will help get you there.
 

SMART

 

The acronym SMART stands for: Specific, Measurable, Achievable, Realistic, and Timely.

Specific: Have a specific goal and audience in mind.

Measurable: Make sure that your strategy includes measurable data. Can you track where your audience is coming from? How you gained your customers? What your rate of conversions are and returning users?

Achievable: Making a billion dollars your first year is not an achievable goal for any business, nor is gaining a million new followers to your blog. Make sure that your plans are achievable ones and that your growth plan includes recruitment and retention. It’s great to get a client, but if you can’t keep them then what is the point?

Realistic: Can you accomplish your goals set forth in your marketing strategy? Are the time-lines you set to hit your goals even capable of being reach in the current economy? Make sure that your marketing strategy is a realistic one.

Timely: Timing is everything. You don’t want to miss the boat nor do you want to be ahead of your time in business. Make sure that your plans include data from the current economy. Do not use outdated research when planning for future growth. Yes, you can use old data to formulate new plans, but make sure you test your theories before putting them into action.
 

RACE

 

RACE stands for: Reach, Action, Convert, and Engage

race

Reach: There are many ways to reach your customers. The Seven Touches marketing principle suggestions that in order to gain a new customer you must get their attention, through various techniques, at least seven times. This may include: social media posts, emails, and even offline contact, such as print media and person-to-person. You can increase traffic to your website by creating multiple avenues, such as ads and social media. You can also utilize other websites to help promote your business, whether it be smaller blogs or larger discount pages.  Using different paid, owned and earned media can help you grow and thrive.

 

Action: Action comes in many forms. It can range from user interaction to a call to action. Either way, the idea is to interact with your prospective audience and give them the steps to becoming your customer. Phrases such as “limited time offer,” “this week only,” and “join our mailing list and get 25% of now” are great examples. They all tells prospective consumers that if they act now, they can get a great deal or that they can get something they may not be able to get once a certain amount of time passes. Utilizing various forms of media to convey this message will meet your seven touches strategy and direct them to do a specific task.

 

Convert: Reaching your prospective customers is one thing, but converting them to actually make a sale is entirely different. If you have 100,000 visitors to your site weekly, but are only selling 10 items, your conversation rate is horrible! Be sure to include realistic conversion goals into your marketing strategy and develop ways to increase them over time.

 

Engage: You reached your target audience, encouraged them to take timely action, and make the sale. Now you need to ensure that they keep coming back. Engaging your customers will ensure that you have a revenue stream for life. Provide “value-added” services, by letting them know about new products, and encouraging them to take advantage of future promotions. The best marketing strategies include maintaining your current clientele. It is easier to sell to a customer who already knows your product than to get someone onboard who you have never interacted with; remember the seven touches.

 

Rome wasn’t built in a day and neither will a successful marketing strategy to grow your business. Do your research, create a website that will increase your SEO rankings, test what you implemented, and use the data collected to rejuvenate your marketing strategy, use SMART RACE techniques, and work all sectors of your company collectively to maximize your success.

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14 Jun

Influencer Marketing: The Go-to Guide for Any Marketing Agency

Influencer Marketing has increased 4 times the size in just 2 years’ time. The industry has evolved from being a promising marketing tactic to becoming an essential part of the business. It is a priority of big and small businesses alike.

The success was not because of any marketing tactic but the researcher has shown that influencer marketing has seen to fulfill many goals.

There were some key points of growth previously like the cross-channel social campaign has become important. Brands began to contact the influencers which were outside their industries. Hence, just because a brand operated in food industry does not mean that they would stick to food influencers.

With the changing times, influencers started working with big brands and Federal Trade Commission increased the regulatory charges which included 90 warning letters to brands and influencers.

The growth of influencer marketing is supposed to increase 5 times by 2021. Wondering how 2018 will be for influencer marketing? Read on to find out more!

 

Influencer marketing budget will increase

Social Media content has a huge impact on the customer’s overall purchase. On an average, a customer engages with around 11 articles before making a purchase. Hence, a clear opportunity for influencer marketing waits for those who wish to jump into it.

Influencers can help the audience through educational content phases like tutorials. But, they can also be used again during the decision or purchase phase by leveraging the content for retargeting ads and incorporating promo codes. Depending on the possibilities an influencer has, marketers, can start to set a big portion of the budget to carry the impactful changes.

Due to the growing popularity of ad blockers, traditional marketing has become less effective. Many brands have also been confining the influencer budget to test their products and the effectiveness of the channel.

As a result, marketers are increasingly putting efforts on the social media. This is done either through direct spending or through taste key makers on the platform like the influencers.

 

Measuring and tracking campaigns will be the key

As Influencer marketing becomes more consistent, marketers will need to improve their strategies from time to time. Marketers will need to further evolve strategies while they approach influencer partnerships.

Increasing the budget for influencer marketing will only be successful when it is aligned with the objectives. This means when one invests in proper software to track content and measure to predict the success of influencer marketing.

 

Efficient Workplace

The vast majority of partnership still goes on the top 1% of the influencers. It is hard to find upcoming influencers. In addition, it has become more cumbersome when it comes to 25 micro influencers under 1 large influencer.

Brands have been nervous about working with the lesser known creators. But they do realize that they can create incredible content and drive strong engagement as compared to mega influencers.

So, 2018 is a combination of growing expectations of the marketers along with the emerging technology platforms which create efficient working with large influencers.

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07 Jun

See how Google has changed the Terms of Services

For businesses, this means that when you are encouraging all the customers to leave reviews online all potential reviews are funnelled through the same review.

If you use review platform the email template the email template will need to be updated to reflect the guidelines and not redirect the customers which have negative reviews to a private feedback form.

Until now many people thought that Google My Business took reviews from ex-employees as a violation. This assumption was based on the following two points:

  1. Make sure that the reviews left on your business listing are those that leave at a business you are invited are honest representations of the customer experience. Those that aren’t may get removed. This is like the golden rule of Google which is why company removes peer reviews which you got your friends to write about you.
  2. The reviews are most valuable when they are unbiased and honest. If you own or work at a place please do not review.

Many people still wonder about this term used in the policy of Google. If an employee writes a review about the company who currently do not work there, Google will remove them.

 

But with the recent updations made in December 2017, Google will not be removing the reviews. The new guidelines are in the help center. In addition, posting negative content about a former employer is not allowed.

In 2017, we have seen the hotel reviews being doubled 2017 posted by travellers who also posted hotel reviews. In real estate, properties received an average response rate of 37 reviews per month.

Hoteliers in Latin America and the Asia Pacific have the highest response rate at 39% and 40% respectively. Whereas hotels in EMEA and North America are both at 25%.

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08 Apr

Wondering How to Create Link Worthy Content?

Creating a link worthy content takes a lot of time and strategy with detailed planning. Editorial links are the hardest to get but are one of the best and the one that Google wants you to build. Let us see how one can create link worthy content.

 

Link worthy content comes in 4 different forms:

Inspirational: Any type of content which inspires a person to take action like self-improvement or supporting a cause.

Informative: This generally includes the latest news

Educational: This type of content generally teaches people something, these include tutorials

Entertaining: This type of content makes people laugh and provokes a feeling of anger, sadness, happiness or fear.

At the end, you want the content to answer the question in the best possible way in your target audience. There is no denying that there is a lot of mediocre content on the web which fails to get any traction.

Content competition is fierce and one is competing with not only blogs, but videos, infographics and much more.

Sometimes even a good article fails, because it was not marketed well.

Good content is like an asset just like rental property or stocks. Getting link worthy content is half the battle won.

How to create link-worthy content?

Create content which is evergreen!

One should focus more on the content which is evergreen. It will become a resource which remains useful and relevant long after it gets published. It rarely changes and is always in demand from your audience.

Target and Optimise Keywords

One should focus on the taxonomy of keywords and work on those only which are relevant to your keywords. Content is created around those keywords alone.

Visual Content

One should not focus on images, data visualisations, GIFs and infographics. All these visuals can help to tell a story.

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27 Mar

5 Important Tips on Choosing a Domain name

Choosing the right domain name is like choosing a company name. It requires a lot of thought and consideration as your domain is your identity on the web. One has to make sure that it not only fits your business but also it is easy to find and promote.

Below are some of the tips on how to choose a domain name

 

Does it match your Brand Image?

There are a few reasons why this is important

In terms of branding, if the name does not match your company it leaves a bad image. If one is using the name then finding you online becomes easier. One should be consistent and it will help you to grow it into a memorable and strong brand.

 

Use Keywords

Make use of the keywords which describe your business and the services you offer. For example, if you are a glass repair or replacement company, then one can use glassrepair.com or glassreplacement.com. Having keywords can improve your rank on the search engine and increases traffic on the website.

 

Use keywords wisely without being spammy

One should not go for a keyword heavy domain. For example, if you plan to have a London city guide then having a domain like londonvibes.com sounds more fun as compared to London-city-guides.com

Choose good branding over SEO but try to keep the keyword in there if possible. It is not the end of the world and one should choose a creative name over a spammy one.

 

Use appropriate domain extension

Extensions are for examples .com or .net which comes at the end of the address. From all the domains, .com is the most popular domain. However, there are new arrays of domains like .nyc or .guru which offer great opportunity to register short and recommended names.

 

Uniqueness

Make sure that the domain name you are looking for is unique and no one else is using the domain. Ideally, one should use the domain name which is unique. One should always redirect the extra domains to your main domain. This gives an advantage during SEO.

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14 Mar

The Big Trends of Social Media 2018

Just like other years, 2018 will continue to shake the digital marketing space. Hence it is important for your company to stay on top of things and stay ahead of them.

In 2018, 4 major trends will be affecting the digital marketing space. Hence it is important that the digital marketing agencies start to build their business around that space.

 

Advertising on Amazon

In 2018, Amazon is all set to challenge the duo of Google- Facebook. Especially as it is Amazon and not Google, it plays a central role in the online shopping space. Not just the shopping space, but Amazon also has other products like Prime Video, IMDB, Kindle, Echo, and Twitch.

Amazon will offer new ad formats in Ireland in 2018, expand advertising inventory and also most interestingly enter the search marketing space. This will be unique and will provide a great growth opportunity for online businesses as well.

Hence, it is time to incorporate Amazon into your business strategy.

 

Machine Learning

2018 will see many moving from manual to automated. Artificial Intelligence has reached a point where it makes sense to hand over the bidding process to the automated system. It considers numerous contextual factors like previous search locations, sites visited, etc.

AI can improve its performance hence it will be important to remember that ultimately it will be important for a human to ensure that eCPC campaigns are running smoothly.

 

Voice Over Devices

With the rise of in Home Devices and a shift from text to voice, the number of voice searches will increase in 2018.

At present, make sure that your brand has a presence through voice as an organic SEO rather than paid.

 

GDPR

Without a doubt, GDPR will shake the digital marketing space and it is so important for the businesses to implement it to comply with the advances of the deadline. With GDPR, unless you stay ahead of the curve, your ad campaigns may be less targeted.

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06 Mar

Pre- Click vs Post- Click Experience

When it comes to targeting customers, the most valuable asset is the targeted landing page. Research and business have shown that 40 or more landing pages generate 12 times more leads than 1 or 5.

However, by just building the landing pages do not guarantee conversions. One has to build it right. The main trouble is that most marketers spend time in pre-click experience than the post-click experience.

Pre-click is only the first experience hence we use that term.

Post-click is when everything that happens after the prospect clicks on your ad. This includes, load time, usability, skimmable text, informational images, message match. These are just a few examples of what can impact the conversion.

 

Landing Pages that Optimize Post Click Experience

Below are some of the most important things which feature on the landing page and boost the odds of converting your visitors.

 

1:1 Conversion Ratio

Attention span is shorter than ever and your landing page is competing with innumerable distractions. So the last thing you need to add is more distraction to the prospect’s situation. When your landing page had a navigation link in the header, footer or anywhere in between you will give them another reason to leave the page.

 

Message Match

Shockingly, 97% of the ad clicks do not end into a conversion and the major reason is trust. If an ad is your business’s first impression then your prospect will expect the landing page to match the expectation set with the ad.

For example, if your ad says “ How to increase revenue with Advertising” then your landing page should also say the same thing. This is applicable not only in content but also for logos, images, and videos.

 

White Space

When a white space is used well it is not noticeable at all. This makes it hard to know what a good usage of white space looks like. However, inexperienced designers think that every inch of space needs to be covered with a badge, image but simplicity is the key. The neater the design, the more graceful it looks.

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21 Feb

Funny Thoughts of Indians on what they feel about Digital Marketing

Bet anyone who has been in digital marketing career has faced this once a while in their career path. I am sure anyone can relate to this well. So stick tight and enjoy the fun roller coaster ride ahead which awaits you!

Working in a Digital Marketing Agency is like going out on dinner with a bunch of friends. No matter how many new options you throw at them they will still order ‘One Masala Dosa’ at the end.

Then there are other clients who will blow up with impatience sitting in an air-conditioned room when it has only been a couple of minutes.

There are those clients as well who love what we have BUT do not want it. We also have a handful of clients who want us to think out of the box but are on a budget crunch!

thoughts of indians

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16 Feb

10 Hilarious Digital Marketing jokes to break the Ice with your Audience!

Who says that writing articles is a serious work? Writers love to crack a couple of jokes from time to time.  In life as well, sometimes it is better to start off with a joke to break the ice. One can attach with the audience on the emotional side as well. This will increase your chance of engaging with the audience.

Below are a few posts which you can use in your next post.

John: I have a ton of followers but still need help in improving social media engagement

Mary: Just misspell something.


A vegetarian and SEO walk into a bar…

Who will talk about organic first?


How do you get people to notice you?

You really have to make an impression.


What is a pirate’s favorite content format?

The WebinaRRRR… preferably, B2Sea.


Why the marketer boyfriend got dumped?

Due to lack of engagement.


Why did the marketing couple refuse to get married?

Because they were not on the same landing page.


What does the SEO professional do when she sees twins?

Duplicated content


Which is the best place to hide a body?

The 2nd page of Google.


Why did the social media marketer get kicked out of the bowling alley?

She kept trying to sponsor the pins.


Why digital marketing people hate trampolines?

Because they have a high bounce rate.

Adding one liners such as these can add some humor to the content and the reader can enjoy reading.

Here is a bonus one liner: “ For every action, there is a reaction, plus a social media reaction”.

Want to see more? Keep reading our articles as we will keep posting such one liners from time to time.

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07 Feb

How to Write Content Which Increases Website Traffic Over Time?

Content Marketing is considered the backbone of digital marketing today. One can invest each month on PPC ads to increase traffic or invest some time and money on quality content which will help to increase your traffic in the coming times. Let us see how!

 

Content Marketing is sorta inbound marketing

Content Marketing falls under inbound marketing campaign but not all inbound marketing is necessarily content marketing.

When one creates content online like a blog, social media, videos and posts one can work on attracting a specific audience. The content one writes should be relevant and interested. Plus it should add value to the brand and the audience.

 

If you blog, they will come!

The first rule of good content – Stop being sales-y! Pushiness is a big turnoff and a modern buyer can turn you off pretty fast. If your website is a giant digital brochure, there is little incentive for the potential leads to keep coming back. Instead one should focus on churning out videos, blog, and social media posts.

One should try to provide information and resources. Identify a problem and offer potential solutions. Do not be afraid to include inbound links to your website. Also, the blogs need not be boring they can have a sense of wittiness in them.

 

The Compound Effect of Content Marketing

Ideal content stays relevant beyond the publication date which results in lead generation and traffic. So try to make the most of your content and make it evergreen. If you are a small and medium-sized company do not slave yourself to generate new content day and night. Let your old work do the work of brand new content for you.

Acknowledging your visitor’s issue foster’s trust. That is what content is all about! So, make use of it today and hire the right professional to do the job for you!

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