Content Marketing for Local SEO - Semantic Keywords for Content Marketing in a Graph from Answer the Public

 

Content Marketing for Local SEO

 

Have you been wondering how you could use content marketing for local SEO strategy? If you have, we are going to show you how to achieve better local rankings for your business in local search results, (SERPS) based on the content that you have on your site, so that you can easily begin to incorporate content relevant to actionable local search queries into your content marketing strategy.

 

I never ranking in the top position in my city until I build my first target area service page…

– Eric Allsen

Co-Founder at Affordable Local SEO

 

I’m guessing that I don’t need to tell you that local SEO, and SEO in general is indispensable for your company to achieve these rankings. Well, aside from your local services pages, schema markup, and your service areas page, If you need a more in-depth tutorial on what SEO is, check out this article on Search Engine Journal, a known authoritative source in SEO educational materials.

 

Content Marketing for Local SEO

 

The higher your ranking in the local search, the better your chances are of attracting potential customers to your business for actionable local search queries that people in your area are using to find your products or services online. If your business does not appear in the top positions of local search engine results, (and there are only 3) you must start working to improve your rankings by building a strong local presence online.

 

First of all, being outranked by all of your competitors on local search queries that are most important to your local business can be very unnerving. But there;s good news! You can improve your local search ranking, and one way to do this is by optimizing your content marketing for local search.

 

In this article we will show you how to incorporate local seo into your content marketing strategy:

 

You will learn the following content marketing for local SEO techniques:

 

  1. How to Find the Best Local Keywords
  2. What Types of Content to Create for Local SEO
  3. How to Create High Ranking Local Content
  4. What the Benefits Are of Participating in the Local Community

 

And more!

 

So let’s get started!

 

How to Find the Best Local Keywords

 

Whether you are using local SEO or SEO to position your website’s content in search engine results, keywords continue to play an important role in content marketing. Keywords are the way that everything on the world wide web is found by search engines, so keywords then, if you want to communicate with search engines, have to become the basis of your content.

 

To find the best local keywords for your company, you must first conduct a thorough investigation on the best local keywords that are relevant to your products or services to achieve your goals. Ideally, the keywords must be relevant to your business and relevant to the city or even the neighborhood where the company is located. (or other cities around you that you want to target…)

 

Step #1 Making A List

 

The best way to find which keywords are best for your products or services is by thinking about what customers will be searching for when they are nearby and looking for something that you offer.  What we like to do, is write down all of the keywords that we can think of that we would use if we were looking for our products or services ourselves in the area. Then, we use a keyword research tool to expend that list into tons of relevant keywords, and then extract the best ones by relevancy, the number of monthly searches, and difficulty. 

 

This is what we like to call (one of) our master lists.

 

Again, here are those three steps. Write them down somewhere, because if you finish this post, we will show you how you can dominate your competition in local search results in a very shorty period of time!

 

That was…

 

  1. Write a List of All the Relevant Local Search Keywords that You Can Think of
  2. Use a Keyword Research Tool (Like Google Keyword Planner, SEMRush or ahrefs) to Expand Your List
  3. Pick Out the Best Keywords for Your Website by Relevancy, the Number of Monthly Searches, and Difficulty
  4. Save Your List

 

Ok, now that you’ve got a master list, let’s keep going…

 

After you have your master list, you will want to prepare a more refined list of the best keywords for your brand from a national, global, and local perspective. And to that, you will want to pick not only which one’s of those that have a high average of monthly searches and low competition, but also which ones speak to your visitors and potential customers on an emotional and intellectual level.

 

For higher rankings in local searches, make sure that all the keywords that you pick are still relevant to your company, and the locations that you want to rank for. 

 

One of our favorite tools to use to find relevant keywords for local business SEMrush. SEMrush makes it easy to tell what keywords will be easiest to rank for, what keywords your competitors are using, plus extra helpful insights like which keywords are bringing your competitors the most traffic, which domains they are backlinking to, etc. Another one of our absolute favorites is ahrefs.

 

 

 

Here are some helpful competitive research toolkits from SEMrush to get your started.

 

Content Marketing for Local SEO - Semantically Related Keywords Snapshot from Answer the Public

 

How to Create Local Content

 

Using your master list of keywords that you’ve generated, start thinking about ideas to get content optimized for the best keywords for your brand. It is a good idea to create local content, such as guides and local lists that are closely related or tangibly related to your target market’s needs. These types of content are relevant to the area you are targeting and can be created to fit your niche. You can incorporate some the keywords on your list into the content as you are writing, whenever feasible. 

 

Example: Let’s say you have a local auto mechanic shop, and you decide to write an article on the best towing companies in your city.

Well, one of your keywords would then be,

 

“Best towing companies in”your city.”

 

This would be your primary keyword, since it will be in the title of your post, and go in your h1 tag at the top of your content.

 

But other semantically related keywords to “best towing companies in “your city” will be able to be worked in to your article in either subheadings, as secondary keywords, or contextually, (which means that they fit naturally when you are talking about the subject.)

 

Ideas: Content Marketing for Local SEO

 

Local Ordinances and Codes

 

This type of content is crucial, especially if you are selling products or services. Different states, cities and even communities have different regulations for certain products and services. To improve your local search rank, develop content to help customers navigate local regulations.

 

For example, if you sell furniture, you can guide users through the recycling process of their antique furniture, in accordance with the regulations of the state, city, community, etc…

 

 

Local lists “The best” and “Top 10 of”

 

Promote local businesses that are related to your own business by creating a “Top 10” or “The Best” list. Write about local companies that offer services or sell products that are similar to yours, but are not direct competition. This gives you the opportunity to create useful content for readers at your destination location, taking full advantage of the high-level local keywords that you have compiled.

 

For example, if you are a nightclub or nightclub you can write about restaurants or places to dine near you, so when they go out you promote that they go to your place.

 

Guides for Stations, Celebrations, or Local Events

 

The weather and customs can vary greatly from one place to another, even within the same country, province or state. Due to differences in seasons, celebrations and events, people in specific locations experience unique challenges, and have particular needs.

 
To improve your local search rank, create content that addresses the specific needs and challenges of people.

 

For example, if you are a mechanic shop and you are in Andorra, advise the users what tires to put in case of snow (the abundant and sudden snowfall there is normal, I tell you from experience). You can also explain what kind of maintenance a car should carry in such low temperatures, etc.

 

Participate in the Local Community

To improve your local search ranking for a specific location, a goal should be to associate your business or brand with that location whenever possible. One way to do this is to get involved in the local community.

 

You can support local causes or charity, which will not only benefit a good cause, they will also help you build a positive brand reputation. If a newspaper or a local magazine covers the story, you could get them to link to your business or brand. Better yet, since you can get a link without having to ask for it, remember, high-quality links from reputable local publications can help improve your local search ranking and drive relevant traffic to your site.

 

 

More Ideas: Content Marketing for Local SEO

 

Here are a few more ideas that we came up with:

 


City-Specific Landing Pages
Press Releases
Company Branding Info
Non-Profit Involvement
Famous People from the Area
New Team Members
Technology Upgrades
How Times Have Changed
How Things Could Be Better
State or Regional Landing Page
Problems the Local Business Solves
The Secret Sauce
Share Real Life
Getting a Job in the Industry
Statistics
Best of’ Guides
Common Myths or Misunderstandings in the Industry
Customer Case Studies
Industry Related Non-Competitive Interview
Customer Interviews
Product or Service Specials
Host Local Events
Partner with Local Events
Seasonal Content Themes
Build FAQ Pages Into Content Pieces
Build Content on Local Events and Activities
Target Related but Non-Competitive Topics

 

Content Marketing for Local SEO – Final Thoughts

 

These are the best content marketing practices to increase your local search ranking. In addition to the above tips, you can also contact local blogs and websites and ask if you can write an article as a guest. Guest-blogging for local publications can help you get high-quality local links and of course take traffic to your website.

 

Have you already done some of these practices? Which of them do you plan to try? Share your opinion in the comments you have below helping with your experience or with new ideas, we will be very grateful.

Also if you have any questions you can fill out the form below, we would love to hear from you!

Guerrilla Marketing - What is it and How Can it Pay my Brand? - A Little Cartoon Monkey Scratching His Head with Bananas Beside Him on a Blue-Grey Background with Yellow Writing

Guerrilla Marketing – What is it and How Can it Pay my Brand? (with Examples)

 

Guerrilla Marketing is an unconventional marketing technique that relies mainly on creativity. In urban and everyday environments, it is used to reach specific audiences with the intent to attract their attention differently and without the need to invest a large number of resources.

 

When leaving the traditional format in which companies usually communicate, their messages are forced to rely more on recursion and the sense of opportunity… Guerrilla marketing in most cases, has the potential to draw the attention of people in a surprising, unexpected and unique way.

 

By using innovative marketing techniques like this, companies are able to generate a ton of word of mouth advertising, have videos that could potentially go viral, and impact their potential prospects and loyal followers in a unique way, being able to convey their message in some cases without even being noticed doing it.

 

This unique marketing technique also maximizes the performance of your campaigns, sometimes with a low investment compared to many other advertising options. It has a ton of advantages, but, like anything else in life, there are some disadvantages too.

 

Keep reading, and we are going to tell you some more about guerrilla marketing, and give you some killer examples of this fun to use and rewarding tactics used by some of the world’s most beloved brands!

 

 

What is Guerrilla Marketing?

 

Wikipedia describes Guerrilla Marketing as an advertising strategy that uses surprise and/or unconventional interactions to market their product or service. Although guerrilla marketing was originally associated with small companies that were lacking funds for expensive marketing campaigns, over time the technique became very popular among large companies that found ways to complement campaigns in traditional media such as press, radio, video, or television.

 

Here is a quote by the New York Times:

 

Guerrilla marketing — sending out street teams or posting ads in unusual places — has become more popular as marketers find it harder and harder to reach consumers through traditional media like newspapers and TV programs.

 

Until a few years ago, one of the main criteria to launch an campaign using to guerrilla marketing was that the place where it was carried out, had a high concurrence to thereby have greater reach and impact the largest number of people possible. Recently, new technologies have facilitated and further enhanced the dissemination of these types of initiatives as social networks are tools that stimulate word of mouth and help amplify any content, like in the video above by SeedMatters.orgwhere they use an offbeat cartoon animation to get the attention of anyone watching.

 

 

Soldiers Hiding in a Camouflage with Guns

 

The Origin of the Term

 

The term “Guerrilla Marketing” was inspired by what is known as guerrilla warfare. A mode of combat in which the confrontation that is made by one of the sides in the dispute in a war is not direct and the opponent sets out to destabilize his opponent with small tactical actions that are capable of generating great impact.

 

 

The concept was discovered in the mid-eighties when Jay Conrad Levinson, a person with great experience in the world of marketing and advertising, formally introduced the term in his book Guerrilla Marketing.

 

Faced with the diminishing impact that mass media advertising seemed to be having, Levinson spoke about the need to implement other types of approaches apart from traditional advertising. In this way, part of the principle behind guerrilla marketing was to use unconventional tactics so that businesses could be promoted when their budget was small.

 

Under this condition, it was essential for Levinson that the campaigns be shocking, unique, intelligent and scandalous (in a good way). In other words, they needed to give people something to talk about.

 

Guerrilla Marketing - What is it and How Can it Pay my Brand? Guinness Pool Tips Guerrilla Marketing - What is it and How Can it Pay my Brand? A Bus with a Boa Constrictor Wrapper Around it Guerrilla Marketing - What is it and How Can it Pay my Brand? A Billboard Going Into a Tunnel Painted like the Cars are Driving Into Someones Mouth as a Food Commercial Guerrilla Marketing - What is it and How Can it Pay my Brand? A Candy Bar Wrapper with Company Branding

 

Gallery of Guerrilla Marketing Examples

 

In the gallery above, you will notice some guerrilla marketing examples from around the internet that we thought would help convey the topic.

 

Advantages and Disadvantages of Guerrilla Marketing

 

To surprise the consumer today, brands have had to innovate their communication strategies and campaigns, in such a way that they are able to surprise consumers without intrusiveness being part of the picture. This is where guerrilla marketing gets tricky.

 

If your marketing strategy is one that seeks to promote a brand and some of its products or services through the use of unconventional means by using your message in a forceful, creative and surprising way, here are some advantages and disadvantages of guerrilla marketing that you should be aware of first:

 

advantages

 

This type of “off the mark” marketing allows companies to project their message directly; In addition to clear, fun, dynamic, creative, and unconventional ways, allowing them an opportunity to get more people talking about their brand, this technique allows brands an innovative way to make their brand voice stand out among competitors and be remembered.

 

advantages

 

  • Adaptable to Various Cultures, Societies and Countries
  • Attracts and Captures the Attention of the Target Audience
  • Increase Brand Following and Earned Media
  • Great International Reach
  • Unique, Innovative, Creative and Fun Content
  • Messages are Hard to Forget
  • High Visual Impact

 

 

 Disadvantages

 

Some things that you want to look out for if you are planning on using a guerrilla marketing technique for your company’s marketing campaign, are number one, to make sure that your brand’s message is clear. In the video above by Seed Matters, The Clif Bar Family Foundation took the chance of taking some serious heat and negative attention by teaming up with Austin based company  The Butler Bros, and the animation company Buck, who (we like to go ahead and give credit here…) NAILED the video. 

 

That being said:

 

Disadvantages

 

  • Good Enough Ideas Can be Taken and Adapted by your Big Competitors
  • Campaign May not be Accepted by Your Target Audience
  • In Some Cases, Measuring this Type of Campaign is Not Very Comprehensive, Due Mixed Data Types
  • Can be Very Expensive for the Current Budget of the Department.
  • Massages Can Cause Controversy without Careful Planning
  • Short Life Span Advertising
  • Without Careful Planning, Could Bring on Legal Problems 

 

Guerrilla Marketing – What is it and How Can it Pay my Brand – Final Thoughts

 

Given that the main purpose of guerrilla marketing is to generate word of mouth, one of the concerns that companies should be attentive to when implementing this approach is to prevent their message from being misunderstood or giving rise to different interpretations that have nothing to do with their message, or could cause unrest, controversy, or bad press.

 

For this reason, it is required that from a strategic point of view, the message to be communicated should be well defined, in addition to stating the campaign’s objective exactly.

 

We hope that this helps!

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Why Your Public Relations Strategy Shouldn't Be Measured On Backlinks - SHuttershok Picture of a Man Typing in a Dimly Lit Office

Why Your Public Relations Strategy Shouldn’t Be Measured On Backlinks

Understanding why you’re hiring a PR agency to advance your company’s goals is essential. So is making sure you agree on those goals at the relationship’s inception. Successful client-PR partnerships begin with pinpointing what success looks like and agreeing on effective ways to measure it. Each client campaign is different, so those measurements will likewise need to be customized every time.

 

But a company that expects to measure PR’s impact primarily through backlinks is sorely misguided. Public relations professionals know that earning coverage for a client in an online publication is no guarantee the resulting story will include links back to company or product websites. And it’s folly to promise clients that it will.

 

In fact, many websites’ editorial guidelines forbid such links, deeming them a form of promotion that conflicts with objective journalism. That’s something PR pros often have to explain to clients, especially to startups. If a particular publisher appears inclined to include backlinks, it’s something a PR pro might inquire about, although editors aren’t likely to include them just because they were asked to. I, myself, over the years have once or twice asked a journalist I knew well, “Hey, would you mind adding a link, as I see you’ve done that before?” But it’s not the norm, and outlets are increasingly saying no.

 

Making such a request can often backfire, as it sends the wrong message. It could suggest your company is mainly interested in the link, not the journalistic coverage itself. It might alienate the writer, who may see the query as intrusive — akin to asking her to doctor a direct quote — jeopardizing the potential for a beneficial media relationship down the line.

 

Without question, backlinks are a measurable element of digital marketing. They provide third-party validation that helps search engines verify that a particular website is credible, possibly boosting its SEO. It’s a great way for companies to accrue search engine optimization value over time. But asking for backlinks upfront is a tactical error. Instead of looking to them as a magic bullet to build brand equity online, it’s smarter to have your PR partner build and execute an integrated communications strategy that identifies target audiences and the daily struggles they face. Then focus on creating content that authoritatively speaks to those issues.

 

As you do this, it’s crucial to make sure your PR and digital marketing teams are talking to each other. Your PR partner knows your industry and employs writers who know how to create thought leadership content. Digital partners know how to serve up that content through paid channels, which then creates backlinks.

 

Despite the growing fusion of marketing and PR, backlinks are still digital marketing’s domain, and it is digital marketing’s meteoric rise in recent years that deters many journalists from including backlinks in their coverage. PR pros might work with digital marketers to find less promotional ways to generate backlinks (such as guest-contributed content).

 

When working with a PR agency for content development, it’s best to hire one that’s embedded in your industry and thinks like a journalist. In a perfect world, your PR partner will feed editorial-style content into the digital marketing engine, which then focuses on tactical, audience-based content like SEO, relevant keyword identification and backlink creation, maximizing the content’s value and placement.

 

For the most part, a PR professional’s power over a media story about a client stops at the beginning of the interview. From there, it’s up to the writer and editor to determine what’s included. PR’s job is to find the angle that will appeal to the writer and his readers in the first place, to pitch that story, secure the interview, prep the client, be available for fact-checking afterward and make sure the journalist has all the information she needs to write the piece.

 

If the narrative is compelling and conveys the company’s offerings in a way that speaks to a reader, that reader will save the story, share it and find the company online. It may not be a one-word click-through, but website traffic after positive press coverage is easy for PR professionals to measure and track. From there, the company’s sales team can use that coverage for marketing, also measuring inbound leads by asking customers how they learned about the client.

 

Brand equity is not built on backlinks. It’s created by communicating a clear understanding of what a company stands for and how the company is differentiated. Staying focused on that goal will yield the best measurements of success.

 

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Business Marketing Tips for SMBs - 21 Ways to Bring in the Business - Entrepreneur - a Map Drawing Out a Marketing Strategy

 

Business Marketing Tips for SMBs – 21 Ways to Bring in the Business – Entrepreneur

This is an article that we found on Entrepreneur’s website that we thought may help you out with some great ways to market your business’s products or services to your local prospects. We read through it, and we had to give them credit on a great read for SMBs, so we thought that we would share it on our blog to help anyone out who has been struggling with finding ways to get the attention of local customers and convert them into leads!

If you need any help with professionally crafted local SEO strategy that gets the results that you need to align your website’s performance in local search engine results with your business goals, fill outour contact form here to have one of our local SEO experts call you back!

Enjoy!

Business Marketing Tips for SMBs -A Man Holding a Tablet that Says Online Marketing on it

 

Business Marketing Tips for SMBs – 21 Ways to Bring in the Business – Entrepreneur

 

Despite your desperate hopes and prayers, business isn’t just going to wander into your business. You need to get out there and hustle, and we’ve got the tips to help you do it.

We’ve found the perfect marketing solution for you. First, close your eyes. Now hug your computer monitor. Using top-secret technology developed at the Entrepreneur.com laboratories, we’ll instantly transmit lists of bottomless-pocketed customers to your brain and your home based business.

 

Well, OK, maybe not. But it’s not because we don’t have the technology (only one more logarithm to go, we swear)-really, we want to help you help yourself. So we’ve brought you something even better: 21 chunks of marketing know-how that will help you find the customers you need to fill your business’s coffers. Print this out, post it up and integrate it into your marketing plan-and get ready for tons of sales.

 

The Basics

 

1. Create quality marketing tools. This doesn’t mean you need to allot 75 percent of your budget to printing costs, presentation slides and a Web site. But it does mean you need to put deep thought into the cohesive image you want to present. “Sit down and make a list of everything you’re going to need each time you make contact with a prospective customer or client, including a stationery package, brochures and presentation tools,” advises marketing expert Kim T. Gordon, president of National Marketing Federation Inc.and an Entrepreneur.com columnist. “Then, if you can’t [afford] to print it all at once, at least work with a designer and a copywriter to create the materials so you have them on disk.”

 

If even this sends shivers down your bank account’s spine, find creative ways to deal with it: Hire an art or marketing student from the local university, or barter your services with other home based entrepreneurs.

 

2. Greet clients with style. Voice mail may not seem like a component of your marketing plan, but if a potential client calls and your kid answers, that client will be gone before you can even technically call him a client. So get yourself a professional voice-mail system (even the phone company offers options) with several boxes, advises Gordon, so callers can press “1” to hear more about your services, “2” for your web and e-mail addresses, etc.

 

3. Focus as narrowly as possible. Instead of trying to reach all the people some of the time, narrow your target audience to highly qualified prospects. Instead of going to seven networking groups once every two months, go to the two groups with the best prospects every week. “Instead of marketing to 5,000 companies, [find] several dozen highly qualified companies and make regular contact with them,” says Gordon. Call them, mail your marketing materials, and then ask to meet. It’ll save you money and time.

 

4. Make the most of trade shows. Here’s a hodgepodge of tips, courtesy of Rick Crandall, a speaker, consultant and author of marketing books:

 

  • If you don’t get a booth beforehand, try to find someone who might want to share their space with you. You help them run the booth, and they get a local who can show them the town.
  • If you decide not to get a booth, go anyway. You can always do business with the exhibitors–just be sure to respect their time with “real” customers before you approach them as a peer looking for some B2B action.
  • After the seminar, be absolutely, positively sure that you follow up on your leads. What’s the point of attending if your leads end up in the trash? The Center for Exhibition Industry Researchsays 88 percent of exhibition attendees weren’t called by salespeople in 2000. Try to improve that stat.

 

5. Conduct competitive intelligence online. When Joyce L. Bosc started Boscobel Marketing Communications Inc.in 1978 in her Silver Spring, Maryland, home, she had no clue what the competition was doing. Today, she points out, home based entrepreneurs have it a lot easier. “As a home based business [in 1978], how would you even find out what your competition was doing, what they were charging or what kind of clients they had?” says Bosc, whose company now has 18 employees and is no longer home based. “Today, that information is completely at your fingertips.” So find your competitors’ sites and get clicking.

 

Getting Friendly

6. Offer your help. Want to be known as a good businessperson–and just as an all-around good person? Help others out. One of Ellen Cagnassola’s biggest business-getters for her Fanwood, New Jersey, handcrafted soap business, MaryEllen’s Sweet Soaps, is word-of-mouth that’s generated by not only her good work, but also her good deeds. “I am the first to help another, and I offer ideas freely,” says Cagnassola. “I think this and my enthusiasm for my business make people want to be a part of my success.” Where does she offer help? A New Jersey Women’s Business Center and her hometown’s Downtown Revitalization Committee are just a few places she lends her expertise.

 

Another way to help out your community and your business is to align yourself with a nonprofit organization. Patrick Bishop, author of Money-Tree Marketing, offers this idea: “Set up a fund-raising program that benefits a school, like a discount card. At the same time the kids [are selling them, they are] promoting your business.”

 

7. Offer work samples. Crandall suggests that if, for example, you’re a web designer, you surf the internet, find a potential client and send them a few tips they can use to improve their site. Or you can do as Anne Collins did: “In the beginning, I was willing to just go out and beg for the business,” says Collins, whose homebased Laurel, Maryland, graphic design firm, Collins Creative Services Inc., now boasts the U.S. Army as one of its clients. “Sometimes I would offer a small job for free just to show the potential client the quality of my work and to get them used to working with me.”

 

8. Network. If this piece of marketing advice sounds like something you’ve heard before, there’s a good reason: It works. Join your local chamber, leads groups like LeTip International Inc.or Leads Club, your industry association, or Rotary Club. When you go, ask the people you meet what leads they’re looking for–and really listen to what they have to say. They’ll repay you in kind.

 

9. Cross-promote with other businesses. Whom do you share customers with? Find them and figure out how you can promote one another. If you’re a PR person, hook up with a copywriter or graphic designer for client referrals. Or you could take note of the collective that Crandall knows: The Wedding Mafia, a group of several wedding professionals (a caterer, DJ, dressmaker, photographer, etc.) who work together through referrals. Another option is to add a brief note at the bottom of invoices referring your accounting clients to “an excellent computer consultant,” and have that consultant do the same for you.

 

Getting Online

10. Chat online. Find newsgroups that cater to your audience, and join the fray. “I didn’t start [participating in online discussion groups] to generate business, but as a way to find information for myself on various subjects,” says Shel Horowitz, owner of Northampton, Massachusetts-based Accurate Writing & More and author of several marketing books, including Grassroots Marketing. “But it turned out to be the single best marketing tool I use. It costs only my time. [One] list alone has gotten me around 60 clients in the past five years.”

 

11. Offer an e-newsletter. Again, this establishes you as an expert, but it also provides another very important marketing tool: e-mail addresses of potential clients. You’ve opened up the gates to creating a relationship with these folks by offering free information. Now they may approach you to do business, or you can use these “opt-in” addresses to offer your services.

 

12. Don’t wait for customers to find you online. Rather than purchasing an e-mail list for mass, impersonal advertising, spend some time trolling the Web, looking for businesses that have some sort of connection to your own business. Then write them a personalized e-mail telling them why you think they should build a business relationship with you. “Those letters have a high tendency to get answered because they are personal,” says Crandall. “And if there is something we could do business about, I’ve opened the door. I’ve done thousands of dollars of business once that door was opened with people who were total strangers.

 

Spreading the Word

13. Go where your best prospects are. This is called play-space marketing. If you have a pet-sitting business, ask your local vet office and groomer if you can display brochures. Are you a landscape artist? Offer to do a display for the local nursery. Do you throw children’s birthday parties? Buy a slide at the local movie theater to be shown before their family films. “Just be sure the environment is appropriate,” cautions Gordon. “If you’re a business consultant, you’re not going to run ads on the movie screen. [Advertise somewhere] where people are [likely] to be thinking about what you’re selling.”

 

14. Become an expert. Cagnassola has developed her business know-how into a marketing tool by writing online articles. “Write articles to show your talents and give them as filler to any Web site owner that you feel is fitting,” says Cagnassola. “Not only does it bring you more traffic and potential customers, but it provides you with an international business portfolio to demonstrate your business sense [and your] product or service.”

 

Other ways to establish yourself as an expert: Answer questions in online forums; get yourself listed in a directory like Experts.com, Profnet.com or The Yearbook of Experts send tip sheets to local media outlets; write a book or pamphlet or do the next tip on our list.

 

15. Host a seminar. It’s cheap. It’s easy. And it’s a darn good way to get over your public-speaking fear. Crandall offers the story of a business broker who conducts free weekly seminars. People selling businesses don’t want to attend, as they aren’t new to the business brokering process, but they do notice his ad and call for his services. Business buyers attend, and the broker now has “pre-qualified” prospects. “You’re getting free publicity, you’re getting prospects to call you, and you’re building your level of expertise,” says Crandall, who hosts his own seminars on marketing.

 

16. Get local news coverage. Play up your locale as much as possible with personalized news releases. Because which sounds better to your local press: A successful homebased caterer with a national contract, or a caterer from Hometown, Ohio, with a national contract? Heck, even if you used to live someplace, write them a letter. Crandall recently promoted his mother’s children’s book by sending letters to the newspapers both where she currently lives and where she previously lived, and both picked up the story.

 

17. Get ready for your close-up. Does TV sound out-of-reach for a homebased business owner on a budget? Not so. Get yourself a cable access show. “You can’t blatantly advertise a product or service, but it’s a good way to become better-known,” says Bishop. “For example, if you sell crafts, you might start an [instructional] craft show. You could give away something for free or have a contest. When people call or write in, you can start a mailing list and then contact them about your business.” Some other boons: It adds to your expertise and gives you a great hook for your publicity efforts.

 

Customer Service

18. Gracias, merci, thank you. Shower the top 20 percent of your clients who yield you the most sales (either in volume or dollars) with thank-yous, whether it’s gifts, personalized notes or lunch. “It doesn’t cost a lot of money,” says Gordon, “but it’s a great way to let your best customers know they’re special.”

 

19. Offer a guarantee. More people will be willing to try out your business and recommend your business if you offer “satisfaction guaranteed.” End of story.

 

20. Get them talking about you. Word-of-mouth marketing is just about the cheapest thing you can do to boost your business. The main way to attract referrals is to just do a great job: Impress your clients, and they’ll tell everyone they know. But there are more aggressive tactics you can use as well. Ask everyone you know to evangelize your business. Hand out several business cards to people rather than just one so they’re more likely to pass them on. Even go through your favorite client’s Rolodex (with his or her permission, of course) to find potential leads.

 

Spreading the Word

21. When in doubt, pick up the phone. Instead of lamenting your lack of business, drumming your fingers on your desk and forming new worry lines on your face, call a customer. Touch base, see how they’re doing, visit their office when you’re running an errand, see if there’s anything you can do for them, even if it’s not a paid piece of work. It’ll improve your relationship, and you may jar their memory. After all, you’ll never hear “I’ve been meaning to call you!” if you don’t pick up the phone.

 

 

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Multichannel Retailing - Definition and Pros and Cons - Marketing Icons on a Blue Background

Multichannel Retailing – Definition and Pros and Cons

 

Welcome to our article on multichannel retailing! In this post, we will define the concept multichannel retailing, and also give you a list of pros and cons of multichannel retailing, so you can easily tell if this method is right for your brand.

 

Hopefully, this article will help you better understand how a multichannel approach to marketing your products or services can benefit your business…

 

Multichannel Retailing – Definition and Pros and Cons

 

Before the digital era, you could find a used truck at the car dealership, fruit and veggies at the farmers market, and an antique desk at a remote retailer in town. Many brands were forced to focus their marketing efforts on a single distribution channel.

 

Now that we are in the midst of the ever-evolving digital world,  however, smart brands are taking advantage of mutlichannel retailing to scale their numbers get to more customers in new and innovative ways, and gain a competitive advantage over their competition.

Whomever the supplier was would be the one who chose how, where, and when their products could be sold. However, with the coming of the digital revolution, there was a huge transformation in the number of existing channels, and e-commerce, data feeds, and mobile shopping came about.

 

Along with new communication and information technologies, consumer habits were forced to change. 

Products and services became available 24 hours a day, consumers started to shop a larger variety of distribution channels to determine the ones that accommodated them the best. Consequently, businesses that needed to stay competitive felt obligated to discontinue selling their products and services using a single channel. This is how multichannel marketing came about, but what exactly does this word suggest?

 

What is Multichannel Marketing?

 

Multichannel marketing, also known as a multichannel approach, is a strategy taken in the communication and selling strategy of brands that intends to influence potential clients by using various communication channels together. From the customer’s point of view, this method allows them to connect with a company in different ways to understand the products and services it offers and obtain them.

 

  • The various sales channels include:
  • Branches of the company
  • Fixed points of sale (like shopping centers or stores)
  • Street sales (street vendors, mobile outlets, and commercial agents)
  • Sales by catalog
  • Sales by mail
  • Telemarketing
  • Online shopping

 

Mobile shopping has been a deciding factor in the growth of multichannel marketing. A company that counts its sales based on multiple channels, answers to the needs of their customers, aimed at becoming autonomous to conventional methods and being capable of choosing their own needs based on their terms. 

 

Therefore, the central goal of multichannel marketing is to maximize the performance of all marketing channels, transforming them to meet the special needs of their target audience. 

 

In the case of retail sales in established stores, the consumer expects to be informed by an expert, while in online selling the most critical concern is to extend an appealing pricing and managing your time

 

Multichannel Retailing - Definition and Pros and Cons

 

Multichannel Retailing Strategy – Advantages

 

Multichannel retailing, defined by its versatility, caters to customer satisfaction and, therefore, strengthens consumer loyalty. Thanks to the introduction of new mutlichannel retail channels, audiences can be reached more tha every before, when a single channel never could have offered that.

 

Addirtionally, this approach offers the opportunity to open new marketing opportunities to market new products and services and allows brand to position themselves in the market. In the long run, a multichannel retailing strategy can greatly substantiate a company’s revenue.

 

The multichannel retailing approach is a multifacted approach that has shifted the global standard, and even small and medium-sized companies have surrendered to multichannel retailing so that they wouldn’t be left behind, extending their product range on the internet, in addition to their traditional physical properties. With this method, they can easily circumvent losing buyers to their rivals and gain a competitive advantage.

 

So, to summarize:

 

The Advantages of Multichannel Retailing: 

  •  
  • Advantags for Brands
  • Increased Visibility
  • Increased Brand Recognition
  • Improved Customer Perception
  • Inproved Customer Loyalty
  • Imporved Customer Engagement
  • Increased Sales
  • Better Data Collection
  • Enhanced Productivity
  • Intergrated Payment Systems
  • Seamless Buying Process
  • Accept Different Payment Methods
  • Offer Custimers Rewards for their Purchases
    Ability to Target Diverse Channels to Suit Different Products
  • Advantages for Consumers
  • Allows Consumers to Manage their Preferences
  • Intergrated Payment Systems
  • Seamless Buying Process
  • Accept Different Payment Methods
  • Customers Can Get Rewarded for their Purchases

 

Disadvantages of a Multichannel Retailing Strategy

 

If communication, promotion, distribution and commerce is conducted through various channels rather than only one, more complicated logistics and a higher level of control is needed. It may appear that if the various channels do not exhibit a uniform corporate image, the potential customer becomes annoyed and does not recognize whether the products and services offered apply to the corresponding business.

 

Another disadvantage of multichannel retailing is that various sales channels coincide but are not interconnected in terms of design and information technology. By not allowing the consumer the opportunity of changing from one channel to another in the same transaction this can leave us in the likeness of our competitors, which can be good or bad, because it does offer a comprehensive buyer experience, but as you can imagine, it had it’ drawbacks too…

Another problem to examine is “cannibalization.” For instance: users can sign contracts by telephone, online or through the service provider’s subsidiaries. In a multichannel approach, each of the channels works individually, so that the clerk who advises the consumer in the shop does not benefit from the agreement that that potential consumer can sign through the website. 

 

In this situation, we would discuss the impact of cannibalization, since the company and, consequently, the exchanges that it makes, move somewhat or entirely from one channel to another. Some shop owners, for instance, worry that consumers move from the physical shop to the online shop, although with numbers this can only be supported to some extent.

 

However, some studies show a completely different picture. They state that shoppers use the Internet more as an opportunity to familiarize and inform themselves and that 49% of Spanish customers appreciate the opportunity to see a product and touch it before purchasing it, which among experts is known as the “ROPO effect.”

 

Disadvantages of Multichannel Retailing

 

  • More Complicated Logistics
  • More Need for Control
  • Brands Chance that Various Channels are Not Recognized as part of the same company
  • Potential Threat of Cannibalization Among Channels
  • Marketing Channels are not Associated
  • There is no Transmission of Information through Various Channels
Multichannel Retailing – Definition and Pros and Cons

We hope that this post on multichannel retailing has given you a better understanding of what multichannel marketing has to ogger brands, and the consumers that essentially make their brand!

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Types of Paid Ad Formats - Computer and Smart Phone icons with Paid Ad Formats On Them

 

Types of Paid Ad Formats – What You Should know About Paid Adverting

 

Online advertising will continue to be one of the fastest growing areas of Marketing along with video marketing and content management for websites. This is because users are increasingly replacing traditional entertainment and information media with inquiries, product reviews and purchases through social networks and the Internet.

 

Here is a compilation with more than 20 types of paid advertising so you can compare what type of campaign and ad format best suits your budget and achieve your advertising goals.

 

15 Types of paid advertising and ad formats

 

Google Adwords Search Network Advertising

Visibility: in the Google search engine

Format: text ads

 

The Google Adwords search network is the most used by advertisers whose main objective is to get clicks (traffic) and conversions through their ads because you reach users who are looking for your products.

 

Depending on how good you are choosing keywords and depending on how relevant your ads are in relation to those keywords, you will have more or less success.

 

The star format in this type of campaign is the text ad that consists of a 25 character title, a visible URL to show your domain, and two descriptive lines of 35 characters each. In addition, you can add ad extensions to make it bigger and with more information.

 

Advertising on the Google Ads display network

Visibility: on Google websites and partners

Format: image, text, video and rich media ads

 

 

The Google display network is ideal for new brands whose main objective is the visibility of their ads and that have a well-defined target audience (age, gender, interests, etc.). Apart from notoriety and branding, you can also get profitability and conversions, but you should keep in mind that, according to Hubspot in this article on click through rates:

 

 

On the display the ads are of image (banners) and you have the option to show them in millions of publishers (websites) associated with the display inventory.

 

The good thing is that, if you have little budget to hire a designer, display campaigns incorporate an ad editor and an ad gallery with predefined templates and styles that you can customize to create banners of various sizes and formats: image in html5 , interactive lightboxes or videos.

 

 Advertising with shopping campaigns

 

Visibility: in the Google search engine

Format: product listing ads (image + text)

 

Shopping campaigns share space in the Google search engine with search campaigns. They are a good option for large ecommerce and off / online product stores as it combines branding and conversion goals.

 

To be able to start up Shopping campaigns you have to follow these steps:

 

  • Sign up for Google Merchant Center
  • Link Merchant with your Adwords account
  • Create a data feed that includes the description and attributes of the products.
  • Set up the campaign and ad groups

 

Product listing ads are characteristic for including a product image, a description of 70 characters or less, price (mandatory) and a visible URL with your domain.

 

 Advertising and video campaigns

Visibility: mainly Youtube

Format: trueview video ads

 

The best branding campaigns are those that include video ads. It is the most direct, intense and enveloping format of the moment, as some referents of the likes of Mark Zuckerberg point out. In addition, with the videos you will, on average, attract twice as many users as with an image or text.

 

Google Adwords video campaigns work primarily with CPC (cost per click) and CPV (cost per view) bids. They are cheap and easy to set up, especially when you have an active YouTube channel and you have resources to create and edit your videos.

 

Two formats are mostly used: the trueview in-display ad, which appears to the right of the video as a playback suggestion and the trueview in-stream ads that are activated before watching a video.

 

You also have the option of targeting video ads on websites and activating these types of campaigns on Twitter and Facebook Ads. For YouTube I recommend that you read the final Guide with strategies and tips for YouTube channels and the Tips to optimize your YouTube channel.

Mobile advertising

Visibility: mobile devices and tablets

Format: image, text or video ads

 

Who does not have a smartphone or Iphone today? Obviously, but also, who does not live hooked, to a greater or lesser extent, on his mobile? Everybody! That is why mobile-oriented advertising is increasingly relevant. It is undoubtedly the best way to reach users wherever they are.

 

In Google Adwords display campaigns, you can target ads in mobile applications or even sponsor your own application on Google Play with the new “Universal Application Campaigns.”

 

If you want to target your mobile advertising, you should keep in mind that the user’s behavior is different from that of a computer. Choose a responsive web template and adapt the design and contents of your landing page to the maximum. Bet on direct and short messages, neutral colors and buttons with clear and proportionate calls to action.

 

Advertising by reservation on YouTube

Visibility: YouTube homepage

Format: masthead ads

They are special campaigns that work by reservation instead of the traditional auction and that consists of hiring for a day (24h) a banner called “Masthead” of 970 x 250 pixels that is shown on the YouTube homepage.

 

They are campaigns that require more budget, compared to others, and can be paid for impressions or for a CPD cost per fixed day, which can vary according to the final format, the supplements and the country for which it is requested between € 10,000 / day at € 60,000 / day approx.

 

All the previous sections are part of Google Adwords. If you are interested you can also get the official Google certifications. Here you have some tips to pass the exams. I also teach a course in Classroom CM that can be useful if you want to get certified.

Remarketing

Visibility: websites, Facebook and Twitter

Format: image or video ads

 

It is the # 1 online segmentation technique for good performance and high% return on investment (ROI) that involves small and large advertisers. With remarketing you can show the ad only to people who have previously visited your website and can differentiate between: those who have left without buying and those who have bought.

 

Be careful because misused remarketing can become aggressive and you can think of your brand things like: “how heavy, all day chasing me!” With a good configuration and creating specific remarketing lists it doesn’t have to be negative, but everything On the contrary, useful for the user and very profitable for your pocket.

 

It is necessary to insert a <html /> tag on your website that memorizes visitors’ cookies and links that information to your remarketing lists.

 

Apart from standard remarketing, in Google Adwords you can configure a more advanced remarketing called dynamic remarketing. Share the concept of normal, but it differs in the format of the ad, which is now dynamic, and in that it is necessary to create and corresponding upload of a data feed to your Adwords account.

 

The data feed or product feed for dynamic ads is similar to Shopping campaigns, except for the fact that you don’t have to sign up for Google Merchant Center and you can create it directly from the Shared Library of your account . Depending on your sector and to incorporate more information into the ad, you must add some special attributes with code <html> in the standard remarketing tag.

 

Advertising with Facebook Ads

Visibility: main and / or lateral news feed

Format: image or video ads

Facebook is still another of the great options when investing in advertising and stands out from other platforms for offering the advertiser segmentation filters that allow you to reach people with specific personal characteristics such as: age, studies, sentimental situation, job position, specific behaviors and interests. If you are clear about how your target audience is, you can get great results.

 

Designing a good advertising strategy in Facebook Ads is the key to later obtain results. Currently, there are 10 types of campaigns each focused on one goal. The most commonly used are: “promote your publication”, “attract people to your website”, “increase conversions” and “increase video views”.

 

If you already have good content on your Fan Page, I advise you to create a calendar to invest in specific days of each month and promote your best publications. You will be able to increase the virality of the post and reactivate your fans.

 

You could also activate remarketing on Facebook to reach users who visit your website but are not yet your fans, that guarantees you to reach more receptive people who somehow already know you. And try some video playback campaign. It is proven that they get more interaction and impact than any other type of format.

 

Direct Contract Advertising

Visibility: websites

Format: image and video ads

It is one of the oldest advertising methods and I like to plan it in 3 steps: research, negotiation and contract. It consists neither more nor less, than finding the most visited websites in your sector and contacting the department in charge of advertising (research), comparing prices and available formats (negotiation) and reaching an economic agreement of so much money for so many clicks or leads achieved (contract).

 

Rate the volume of traffic on the page where the ad appears, using, for example, Similarweb as a tool to compare with each other. Also ask about the available space: top, side or footer and the size of the banner. On the other hand, select websites where your ad is in a context relevant to what you offer. Take care of these aspects to get good results.

 

Affiliate Advertising and Marketing

Visibility: Youtube

Format: trueview video ads

In advertising through affiliate platforms or affiliate marketing, 3 roles come into play: the advertiser, the webmaster and the intermediary that puts them in touch. The affiliation platform represents the third role, and helps brands and people who have websites, to reach an economic agreement to show the ads. Of course, as you can imagine, the platform takes a percentage of the profits.

 

You may be interested in this option if you are looking for a quick solution and want to see at a glance the market of supply and demand and offer a commission in exchange for showing your ads. I recommend: Zanox, Commission Junction, Amazon Associates or the renewed Rakuten Affiliate.

 

Collaborative Blog Advertising

Visibility: relevant blogs

Format: mentions, links, videos and texts

This modality is relatively new and many brands are still unaware of its advantages. If you want to do collaborative advertising, detect who are the referents and bloggers of your sector, to pay them in exchange for writing a post talking about a product or service you offer.

 

It does not have to be always with money, sometimes you can reach an agreement of another type, special discount, batch of products, try the service for free, etc., when you are interested in both.

 

Do not focus only on blogs, also look for Youtubers collaborators with their own channel to sponsor in a video a mention or talk about your product. The costs may be minimal with the impact you may have.

 

Twitter advertising

Visibility: user news feed

Format: tweets and twitter cards

 

Twitter continues to increase the number of companies that already know and have their own advertising campaigns active. Compared to Facebook, we could say that it has just broken the shell, but points out unique ways and segmentation filters such as:

 

  • Segment by users: to reach the followers or followers of your competition
  • Segment on television: to reach people who follow, write tweets and retweet content related to current television series and programs.

 

Curious right?

 

To make the ads stand out from the rest of the tweets, create several Twitter Cards by combining different images, texts, calls to action and colors to add several to the same campaign and then compare which one worked best for you.

 

After choosing one of the objectives, set a maximum daily budget, the total budget and if you want a specific amount per click with a manual CPC bid. Twitter can be very profitable and get a boost of visibility for less than € 50. Study the results after each campaign to see if you should replicate it or keep it in time.

 

Instagram advertising

Visibility: Instagram news feed

Format: image ad

 

 

Since October 2015 we can also do campaigns on Instagram. Facebook has incorporated this service from its ad manager and its famous Power Editor, so that the management of these campaigns will be linked to your Facebook account.

 

If you have resources to promote your products through quality images, you want to increase your visibility and consider that in Instragram you can reach your target community-audience, it can be a great alternative.

 

The costs per click to the website are very cheap! Between 0.01-0.02 and competition with other brands is infinitely smaller than on Facebook or Google Display. Take advantage now that is the novelty because this will not last forever 

 

In this guide to create ads on Instagram you will find all the steps to link your account and create effective ads.

 

Linkedin Ads Advertising

Visibility: news feed and Linkedin sidebar

Format: text and image ads

Linkedin ads are, at the moment, the most expensive compared to other platforms such as Twitter or Facebook but if you are clear that your target audience is on this network, it may be good to try with a small budget and see if it works for you.

 

Linkedin ads can be customized by incorporating your own images and sales arguments. You can also choose to promote the best content, articles and tips that you have published on your company page.

 

Regardless of whether the minimum CPC is around € 2 per click, your campaigns can be very profitable. I advise you if you go to other companies and not the end customer and if your company is dedicated to the training, employment or sale of items with high purchasing power, such as cars, luxury travel, insurance, logistics, business , etc.

 

Free advertising portals

Visibility: directories

Format: text and image ads

There are platforms where you can place your ad for free, did you know? They may not generate as much traffic and sales as Google Adwords, YouTube or Facebook but it can be an alternative advertising channel if you have zero or little budget. It is also a way to publicize your products and services.

 

The most used classified ads websites are Craigslist, Backpage, and Locanto, but there are many more classified in this list depending on whether you want the web to be responsive, exchange banners, with the possibility of video formatting, etc.

Latest tips for your online advertising

 

In case you still have doubts that advertising can be a great ally along with your social media strategy, I summarize in 3 points its advantages and going to optimize your campaigns well, you can take advantage of:

 

  • Low cost or affordable prices because you choose the platform you choose, you can get real results and profitability for much less money than if you advertised on TV, radio, press, magazines and online spaces. You set the maximum to spend.#Tip: invest little by little until you have more experience and adjust the budget of each campaign, thinking about achievable goals.
  • Mix of immediacy, control and multimedia because on average you will not have to wait more than 24 hours for your campaign to be active, because you can stop them, pause them or program them as much as you want and because all the platforms are adapted with visual formats: graphic and video according to the tendency. That translates into maximum flexibility.

 

#Tip: campaigns created for specific dates, with start and end, concentrate the budget in less time, so they are usually more effective.

 

Current and specific segmentation filters. The options when it comes to segmenting campaigns change as the use we make of the internet and social networks evolves. With online advertising you will always be up to date to reach a specific target audience using filters such as: location, age, gender, language, browsing and buying interests, behaviors or even personal characteristics.

 

#Tip: study your target audience from Google Analytics and Facebook statistics to make segmentation a success.

 

I hope you found the summary interesting and encourage you to try some of the advertising options to enhance your brand. Don’t forget to optimize and review your campaign reports daily. Also to continue training and investigate everything possible to be a better advertiser. 

 

A Guide for Advertising on Social Networks

A Guide for Advertising on Social Networks

 

A guide for advertising on social networks

 

If you are thinking of making the big leap towards social media advertising, the numbers are on your side. Social media advertising is an amazing way to reach hundreds of thousands of people, and with a click through rate (CTR) of between .70% to 1.61%, smart brands and affiliate marketers are enjoying the ride straight to the bank! This Guide for Advertising on Social Networks will tell you more about each of the most popular social media ad networks, and go over the benefits of advertising on each network…

 

Hang tight for just a second and we will get you up to speed!

 

A Guide for Advertising on Social Networks - People Standing Against the Wall Staring At their Phones

 

A Guide for Advertising on Social Networks

 

According to Zenith Media estimates, the social media advertising investment will exceed that of the press for 2019 and it is estimated to reach US $ 50,000 millions.

 

Do you need more reasons to develop an advertising strategy in networks?

 

When we talk about advertising on social networks we mean essentially those ads paid by the brands and that are shown to carefully selected users. And here you have one of the great advantages of this investment: you can precisely segment who you want to reach, whether by ages, professions, geographic location, hobbies, etc.

 

And of course, as a result (if your advertising strategy is well planned) you could get conversions and increase customers and sales, in addition to taking advantage of the content generated by your users (CGU) as material for the preparation of your ads.

 

A Guide for Advertising on Social Networks – The Benefits

 

ALL of this follows that the metrics you will get from your ads will be quite accurate and in real time: you will know how each ad is received by each audience. Valuable information and without intermediaries.

 

Another advantage of advertising on social networks is its low cost, especially if you compare it to traditional media advertising such as television or written press. It is the ideal option for small businesses because of its low investment and its wide reach. And the best thing is that it is not limited to a single format, that is, you can use videos, interactive content, photos, etc. in a creative way. The best? Well done they do not have the classic aspect of “advertisement” that moving it to the television language “would change channels” to your potential clients.

 

It is important that you ask yourself what you want to achieve (objectives) with your social media campaign:

 

  • Increase your visibility.
  • Bring traffic to your website.
  • Increase engagement.
  • Raise lead generation.
  • Have more sales.

 

 

And where do you want to achieve these goals? Also understand how the audience works and moves on each of these platforms. Facebook and its variety of formats is ideal for B2C (Business To Consumer or Business to Consumer) campaigns and allows you a deep understanding of your audience in addition to reaching potential customers; while Instagram and its ads are great for B2C conversions, increase sales and brand presence; while Twitter makes it easier for brands to get new followers and get clicks on your website.

 

Also ask yourself if the demography of the platform you choose will serve your brand, or how your competition is doing in this same channel or if your audience has a strong engagement with the chosen channel.

 

Take advantage of free publications to evaluate your paid ads. Examine which posts had the most clicks, likes, shares or comments. Those who have more interaction are possible candidates to be paid ads.

 

A Guide for Advertising on Social Networks - Facebook Ads on Scrabble Pieces

 

FACEBOOK ADVERTISING

 

Among the great advantages of this network that adds 2,000 million users is its high segmentation power and have highly differentiated audiences within the same audience. You can choose who to show (and to whom, not) your ads. And it is that Facebook facilitates you to exclude those people who already know you as well as their contacts.

You can segment up to 9 demographic categories (ranging from personal relationships to education), 9 interests (such as exercise and lifestyle or shopping and fashion) and behaviors. And continue spinning fine with segmentation and choose to show your ads to users who connect with WiFi or using their own credit.

 

Among the ad formats on Facebook we have:

 

  • Carousel ads: Or sequence of up to 10 images and a link for each.
  • Ads with videos: Upload videos directly from Facebook and not from YouTube. It is proven that the former perform better. The text must include a call to action of the type “Take advantage of the offer”, “Buy today”, etc.
  • Ads with photos: Take advantage of creating attractive text that complements the image. It also includes a call to action.
  • Video presentation ads: Ideal if you don’t have much budget, it allows you to make a small presentation using several images.
  • Collection ads: Ideal for Smartphone because opening an image takes you to a page that allows you to buy while still being on Facebook.
  • Canvas ads: covers the entire screen and includes photos and video.

 

And the costs? There is no fixed system, you can pay for every time you get a new follower, a conversion or someone clicks on your ad. It also depends on where the user connects from, whether from a mobile phone or device or a desktop computer.

 

As we have already mentioned in previous articles it is important that you design a strategy. This should be clear to the audience you are going to and what you want to achieve (conversions, purchases, traffic). You can launch similar advertising campaigns with details that differentiate them and test which one works best. So you can invest in the one that gives you better results. And broken, the ideal is to change ads at least every week. We share a step by step how to make your campaign on Facebook.

 

A Guide for Advertising on Social Networks - Instagram on a Smart Phone

 

INSTAGRAM ADVERTISING

 

Among the advantages of Instagram is its high engagement: 58% more than Facebook and up to 2000% more than Twitter. Here that phrase “everything enters through the eyes” is law and if you are thinking about advertising on this network you should opt for images (never from stock, please!) And shocking videos that, after clicking, take you directly to the purchase of the product without intermediaries.

 

In addition to the images you will also have to work (and a lot) the hashtags or tags that are an important part of the Instagram community.

Also consider that you are facing a network that is consumed exclusively by phones or mobile devices. And keep in mind that you must create your campaign from Facebook and the Power Editor that, among its advantages, allows you to define your objectives (promote your page, increase the facilities of your application, get people to request your offer, etc.), so how to choose precisely the audience (among its more than 700 million users) that you want to reach and segment it from basic aspects such as age, sex or geographic location to more complex ones related to their interests, hobbies or behaviors.

 

You can choose between different types of ad formats:

 

  • Single image: Shows a single image and includes a button to request more information or download some material.
  • Carousel: You can use 5 images that are scrolling.
    Video: It can’t last more than a minute. You will keep the accounting of the times it has been seen.
    Image reproduction: It is a combination of the single image ad and the carousel ad.
    Stories: You can use a video or image and a call to action. If you want to “see more” you have to swipe the screen up.

 

Like all other platforms, advertising on Instagram is quite cheap. The average cost per click can cost you $ 0.72.

And although Instagram is essentially visual, don’t neglect the text that accompanies the image. Be direct, brief and write calls to action in your copies, watermarks and, of course, if you can include your logo. And it varies, be creative: don’t repeat the same ad. Create several and rotate them until you find that style and message that best connects with your audience.

 

Remember that the style you choose to apply in your ads should be in harmony with the spirit of your brand and with the rest of the images that make up your Instagram profile, both in colors, type of images, filters, frames, etc.

 

A Guide for Advertising on Social Networks - A Round and Silver Twitter Icon

 

TWITTER ADVERTISING

 

With more than 300 million active users, Twitter has established itself as the great means of communication of these times and where we find out what, when and where it is happening in the world.

 

When designing your advertising campaign on Twitter, you must consider what goals you intend to achieve:

 

  • Generate conversations about your brand or business.
  • Consolidate your brand.
  • Increase followers.
  • Get more people to reach your website.
  • That more people download and install your apps.

Among the options of ads that Twitter offers you we have:

 

  • Promoted accounts: Twitter will suggest following your account under the “promoted” sign. And you will only pay when you get a new follower by promotion. Advantage? The more followers, more traffic to your website or more leads.
  • Promoted Tweets: Increase the reach and consolidate our branding.
  • Promoted trends: You pay for your hashtag to be trending topic in your country.

 

Whichever option you choose you should not lose sight of the audience (better if it is for interests) that you are looking to reach. You can rely on geographic location, sex, language, but also by trends in consumption (series or movies they watch), keywords or people or accounts they follow.

 

Create ads that are attractive with striking images and, above all, related to the niche in which you move. And it always includes a call to action that directs towards the page of the promoted product.

 

And as with Facebook, the video is getting more and more welcome. You can try using First View video, as long as it is a few seconds. This format improves brand and message recall.

 

And how much to invest? It depends. There are promotions of tweets and accounts ranging from US $ 0.25 and others that can cost you about US $ 10 a day if it is interactive material such as videos or apps.

 

A Guide for Advertising on Social Networks – Final Thoughts

Do not settle for a warnings. Monitor which ads work best and in which networks. What words or images do you think are best reaching your audience? Have you tried variations of it? The answer is the same? As you know, Sprout gives you the tools for this and many other follow-up tasks.

And do not forget to always verify that each of your notices leads to your website. Otherwise your advertising efforts will have been almost in vain. You will see that you will learn from experience and what actions have been effective and which have not. Over time, it will be easier for you to create and design your network advertising campaigns.

 

 

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Growing Organic Traffic by 50K Monthly Visitors with Award-Winning Content & Collaboration [Case Study]

Growing Organic Traffic by 50K Monthly Visitors with Award-Winning Content & Collaboration [Case Study]

Growing Organic Traffic by 50K Monthly Visitors with Award-Winning Content & Collaboration [Case Study]

 

Growing Organic Traffic can be a frustrating and time consuming process. We wanted to share this study by Search Engine Journal to help you make the most out of your content marketing efforts!

Everything Starts with Keyword Research

As with most of our campaigns, the success of this project was built on a foundation of strong keyword research and strategy.

For proper keyword research, there are three main areas that need to be evaluated, including:

  • Organic traffic and keyword rankings for your own website and content.
  • Organic traffic and keyword rankings for your primary competitors’ website and content.
  • Organic traffic and keyword rankings for content/search competitors (those who aren’t direct competitors, but compete with you for visibility in the SERPs).

The last bullet point here – analyzing search competitors’ keywords – is an important step that is often overlooked.

Even if a site does not sell similar products or services as you, but they compete for the same real estate in the search results, they are a search competitor and someone you need to pay attention to as you conduct keyword research.

As you analyze your site and competitor sites, you should be looking for the best opportunities to start ranking quickly.

Your best opportunities will be keywords and phrases that have relatively low competition – based on backlink numbers and the authority of ranking domains – and high search volumes.

A tool we like to use during keyword research is SEMrush, as it provides useful information such as:

  • Sum of Traffic: This metric represents the total amount of traffic each keyword is responsible for driving to the given site.
  • Sum of search volume: This metric reports the amount of monthly search volume for each keyword associated with a given URL or page.
  • Average of Position: This metric communicates the average ranking position for a given URL or page regarding associated keywords.

Using Excel, you can filter this data to be more digestible and actionable.

For example, our client was a reputable brand who had established themselves as an authority within their space.

Since our partner already had a strong domain, we knew that if we could identify relevant topics that were driving organic traffic to competitors’ websites, there was a good chance we could create similar content for our partner’s site that would rank.

This was a particularly exciting strategy as it provided the double-whammy of increasing our client’s organic traffic by taking a bite out of their competitor’s visibility.

Keyword-Driven Content Is Results-Driven Content

Within Excel, we were able to filter competitor keyword data down to pages with top 20 rankings and analyze the associated keywords.

Through this process, we discovered that our partner’s competitors were driving a significant portion of their organic traffic with high-level, definitional content – we began creating similar content for our client immediately.

This strategy proved highly successful, as these pages quickly earned page one rankings and organic traffic:

Article #1: Published October 2019

Article #1 organic traffic graph

  • Ranking: #2 and #4 for head keywords
  • 636 organic pageviews as of January 1st, 2020

Article #2: Published October 2019

Article #2 organic traffic graph

  • Ranking: #4 for head keyword
  • 336 organic pageviews as of January 1st, 2020

Article #3: Published November 2019

Article #3 organic traffic graph

  • Ranking: #6 and #9 for head keywords
  • 854 organic pageviews as of January 1st, 2020

And these are just a few examples of the pages we were able to create and the opportunities we capitalized on.

On aggregate, the gains we’ve been able to make for this client have supported an overall increase of ~50,000 monthly organic visitors.

This all demonstrates the power of keyword-driven content.

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But how do you apply this strategy to your site?

Well, let’s use a real-world example: Splunk (no affiliation), an IT and cybersecurity software platform will be our example for this exercise.

If Splunk were trying to find ways to capture more organic traffic, they could analyze how their competitors are earning organic visitors, and one of their primary competitors is Varonis (also no affiliation).

For example, SEMrush reports that Varonis is driving 2.26% of their total organic traffic through a page targeting the keyword [siem]:

Varonis siem traffic

Considering “SIEM” is in Splunk’s title tag

Splunk SIEM title tag

…I imagine this is an important keyword for them. However, their page targeting this keyword is ranking on Page 2 and driving considerably less traffic:

Splunk siem traffic

This is likely because Varonis’ page does a great job of defining what SIEM is, while Splunk’s page focuses more on its own products.

Splunk’s page does not appear to align with searcher intent. Just like with our client’s project, Splunk needs to create some high-level, definitional pages to improve their keyword rankings and capture more organic traffic.

Since Splunk shares a similar audience and is more authoritative in the space (DA of 73 versus Varonis’ DA of 61), it’s reasonable to believe they could build a similar, higher quality page that would rank well and garner keyword rankings and traffic.

Conversely, if you’re on the other side of the coin – the less authoritative domain side – you can still apply this strategy.

However, you need to adjust your expectations and understand that rankings will be harder to come by and you will likely have to work twice as hard in terms of link building and promotion.

Keyword research provides the blueprint for your content strategy, showing you where the best opportunities exist.

Once you know what questions your audience is asking and which types of pages best answer those questions, content creation becomes easy!

Teamwork Makes the Dream Work

The keyword-focused content we have created for this client has been highly effective in terms of achieving keyword rankings and earning organic traffic.

However, this success is due to a team effort from both agency and client and would not have been possible without buy-in and collaboration from our partner.

This is a critical point and if you only have one takeaway from this article, I want it to be this: Successful SEO cannot be siloed.

There must be true partnerships, collaboration, and trust between all teams involved in the marketing of a website (whether that be agency and client, in-house SEO team and in-house content team, an individual responsible for SEO and the rest of the digital marketing team, etc.).

Regarding our project, collaboration manifested itself in the form of training and educational materials provided by the client that enabled us to create more technical, “how-to” style content that has been integral to the success of their blog.

In fact, not only has this client garnered attention in search, but other marketers have taken notice too as they were recently nominated and won awards based on the quality of their content!

None of this would have been possible if we were isolated, working in a silo. Instead, we collaborate often, strategize together, and work toward a shared goal to achieve tremendous results.

I hope you can take the lessons learned here and apply them to your own campaigns to achieve similar success, and I hope you won’t be snubbed in the search results like Adam Sandler!

 

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Branded B2B Copywriting Service - A Diamond through a Magnifying Glass

8 Ways to Become a Great SEO Consultant

8 Ways to Become a Great SEO Consultant

8 Ways to Become a Great Consultant

There are several elements and characteristics that make all the difference and will set you apart from other consultants.

On the other hand, if these components are lacking, it can severely cripple your consulting business.

Let’s jump into some of the ways you can take your consulting from zero to hero.

1. Define Goals

Setting goals at the start of any consulting relationship is key.

This way, everyone involved in the project has a clear understanding of the mission, what is reasonable and obtainable, and can hold themselves accountable.

Without setting up goals, it is extremely difficult (nearly impossible) to prove value or understand if the project was successful.

Decide on what metrics are key and ensure that tracking is in place, so that you can regularly report on the progress.

Whether the goal is to:

  • Increase organic traffic by [X]%.
  • Improve keyword visibility around [X], [Y] and [Z].
  • Cut the cost-per-click in half.

Or all the above, you and your client must agree on the metrics that define success.

Along with these goals, your client should have a solid understanding of what you need from them. After all, it is a two-way street.

The nature of consulting means that you will not always have direct control over the execution of your recommendations.

the nature of consulting

Therefore, setting expectations at the beginning is absolutely essential.

What do you/will you need from them to be successful?

Picture this – you are supplying content recommendations on a monthly basis to target specific keywords that you are tasked with ranking for, and an in-house writer on the team is supposed to execute and implement them.

It’s now three months into the project, and nothing has been written. This will certainly make hitting your goals challenging.

If expectations are clearly defined from the start of the project, you have a better chance of avoiding these types of difficult conversations.

2. Educate Your Clients

Especially in the digital space, education is a huge part of a successful client/consultant relationship.

Providing your clients with education and understanding of your expertise area will be essential when it comes to proving your value.

The truth is that there are so many different facets of digital marketing that you cannot expect someone to be an expert in everything. Or, even be familiar with best practices and tactics in each area.

Thinking about SEO (only a piece of a successful digital marketing program), there’s technical SEO, keyword research, external link building, internal cross-linking, on-page content optimization, etc.

In addition to this, the landscape is constantly changing. And, if your client has not been involved in SEO for even a couple of years, their understanding will be behind the times.

Depending on who you are working with and what their position is in the organization, they may be removed from day-t0-day digital marketing tactics and rely on you for that guidance.

The first part of this is understanding where your client is at.

  • What is their background in marketing?
  • What is their position in the organization/key responsibilities?
  • How familiar are they with your expertise area?
  • Have they worked with a consultant (in your focus area) in the past?
  • What are the best practices that they are familiar with (if any)? Are they the same as yours?

Once you understand your client’s background and experience more, you will know the areas that you need to spend time nurturing.

A classic example of this:

One time, I spent about half an hour going over a proposed keyword strategy with a new client. I laid out all our keyword research, and the keyword priorities that we wanted to focus on for the next few months.

When I stopped to ask if they had any questions, they asked, “Yes, so… what does average monthly search volume mean?”

Might I add, this is an extremely reasonable question to ask.

My only wish was that I spent time at the beginning of the conversation to get a better understanding of their grasp on the terminology and explain what all of this meant before I dove into it headfirst.

diving headfirst

Remember, it’s nearly impossible to understand the value of SEO, if you don’t understand SEO (even at a high level). Spend the time educating your clients.

3. Show Your Expertise

A great consultant is not only aware of what is happening on the account but also understands the bigger picture.

It’s extremely important to demonstrate your knowledge about the account, the company you are working with, and their industry as a whole.

In the discovery period, make sure to ask questions and get all the information you need. And, it should not stop there.

Regularly check in with your client to make sure you are aware of key business changes, new focuses, and things that may be less of a priority.

Put in the work and really understand the business, the landscape, and key competitors.

This involves things like subscribing to top publications in the industry, setting up Google Alerts to watch recent content around key focus areas, monitoring competitive activity and more.

Then, demonstrate your expertise.

Do not just take direction or instructions but tell your client what needs to happen to reach the goals in place. Be confident – you are the expert.

These simple gestures will help gain trust and prove your ability and value as a consultant.

4. Clearly Answer Questions

Clearly answer questions

When asked a question, a great consultant will clearly and immediately answer it.

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I realize that this seems obvious but have found this to be a challenge that many face.

You may want to get your points across first, you may be overwhelmed with the information you need to present, you may be crunched for time.

But, acknowledging and addressing your client’s questions and concerns is essential to a successful program and relationship.

A great consultant will not say something like: I will address that further in the presentation or let’s come back to that in a few minutes.

Even more importantly, a great consultant will not dodge the question, supply a vague or confusing answer, or make something up.

This is not to say that you need to know the answers to everything. You should prepare as best as possible to answer questions that may arise.

If you do not know the answer, let your client know that you will get back to them as soon as possible. And, make sure that you do!

5. Take Action

Take action

The very nature of consulting means that you will not always have direct control over the execution of your recommendations.

The challenge is you are relying on the execution of your recommendations to hit your goals.

So, what do you do when faced with this dilemma?

Consider the following:

  • Prioritize deliverables: Not every recommendation is a high priority or urgent. Clarify what action items are a top priority and which ones can wait. This way, you can ensure everyone is focusing on the items that will have an immediate impact.
  • Encourage execution: A good consultant will make solid and strategic recommendations. A great consultant can present these recommendations in a way that encourages people to act by stressing the importance, result it will generate or potential repercussion of not executing.
  • Consider alternatives: Is there another approach that would leave you with the desired result? Is there a way to execute this in a more efficient way? Is the recommendation truly a high priority?

Lastly, after considering all of the above, can you help with the execution of it?

Sometimes it’s worth it, if it means hitting your goals and keeping a valuable client relationship.

6. Choose the Right Tools

A consultant is only as good as the tools they choose to use.

No matter how much experience and skill you have, it’s difficult to grow without the right tools and resources.

A consultant is only as good as the tools they choose to use

Tools can severely affect the efficiency of your business as well as the information and data that you are able to supply clients.

With that said, the scope of these tools should be specific to your business size and needs.

To be a great consultant, having tools for communication, project management and digital marketing tactics is key. However, choosing the right tools can be exceptionally challenging and confusing with so many options available.

Being at an agency for so long, I tested many different tools including;

  • Google Hangouts Chat, Slack, Teams, and Google Docs for communication.
  • Basecamp, Trello, Asana, OneDrive, and Monday for project management.
  • SEMrush, Moz, Screaming Frog, BuzzSumo, Buffer, BuzzStream and so many other digital marketing tools.

From this, I cannot say that one is better than the other but stress the importance of choosing tools that are aligned with your consulting needs and not solely based on the consensus of the marketing community.

What works well for others, may not work at all for you.

7. Know Your Audience

Know your audience

Part of being a great consultant is knowing your audience and being able to adapt your communication.

Always know who is on the other end of the phone and joining meetings.

This way, you can tailor recommendations and communication in a way that everyone understands. This will also help ensure you are putting your best foot forward with key decision makers.

For example, you will be presenting a performance report to a client and your contact lets you know that the CMO will be joining the call.

In that case, it makes sense for you to give some background on who you are, goals of the project and key milestones.

You may want to keep the conversation more high-level by going over the bigger picture performance metrics and what it means for the business rather than granular details (unless they say otherwise).

Make sure that everyone in the conversation is aware of what is happening on the program, why it is happening (what you’re doing to drive those results) and feels that their needs or concerns are recognized.

8. Prove Your Value

Prove your value

Bringing this full circle, defining goals will help you prove value. A great consultant sets clear expectations and communicates the progress effectively.

As a consultant, it is important that your client is aware of performance and, more specifically, what you are doing to drive those results.

It is also essential that you are communicating performance in an easily digestible and straightforward way. This is one of the biggest challenges that I see digital marketing consultants face – reporting.

Any consultant can put together a report of key data points and metrics that outline the performance of a website. Take it a step further and tell the story.

What do these data points actually mean for the business? What is working? What is not working? What next steps are needed to drive performance?

Be careful not to lose your audience with a bunch of technical terms: impressions, clicks, users, sessions, bounce rate, time on page, etc.

For example, instead of saying something like:

The product page generated 29,000 sessions in July 2019.

Say something like:

29,000 users visited the product page in July 2019, up 55% from the previous year. This can be traced back to [X], [Y] and [Z] updates that we made to the page. As a next steps, we will continue to implement [X] and [Y] tactics.

Setting goals is only half of it.

Being able to communicate the results in an effective way is the other piece of the puzzle.

Final Thoughts

There are certain elements and characteristics that set great consultants apart from the rest, and these are just a few ways to better yourself.

The key is constant improvement.

If you’re not moving forward, you’re falling behind.

Being a great consultant is not easy but it’s worth it – to see happy clients, establish long-term relationships, get valuable referrals and see your business grow.

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Featured Snippets Search Results Update

Google Offers Guidance on Featured Snippets Update

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Google Offers Guidance on Featured Snippets Update

Featured Snippets Search Results Update

Google used to give a URL two spots in the search engine results pages (SERPs) when that URL ranked with a featured snippet, also known as
position zero because it ranked above position one of the normal search results.

That is no longer the case. Google will no longer show duplicate URLs for pages promoted to the featured snippets.

This process of removing duplicate URLs from SERPs containing featured snippets is called deduplication

Google’s SearchLiaison published the following seven facts about deduplication:

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  1. Featured Snippets duplicate URL change is being called deduplication
  2. Deduplication is global
  3. The change does not affect video featured snippets
  4. Deduplication does not affects a featured snippets variant that resembles a knowledge panel. But it will affect it later this week.
  5. Deduplication does not affect:
    – Top Stories
    – Interesting Finds
  6. Duplicated URL moving to page two of the SERPs appears to be a bug of deduplication and is not a feature or by design. URLs in featured
    snippets that are also ranking on page two of the search engine results pages (SERPs) may have that listing removed.
  7. There will be no change in Google Search Console (GSC) performance reports.

Google Search Console Performance Reports

In answer to a question, Google SearchLiaison explained that the performance reports will not change as a consequence of deduplication.

Position zero featured snippets and organic position one were already counted as one ranked position. So if a site loses the organic number
one position but retains the featured snippet, that listing will still be counted as a number one ranked position.

Google SearchLiaison