As online marketing becomes increasingly popular, there are more and more opportunities and places to market your business. As you find where your target audience is, you will figure out which niche platforms you should be advertising on, but what are the major platforms you should be on no matter what?
The first platform you should be on is a slightly obvious one but extremely important. That platform is Google. There are 4.4 million searches conducted each day on Google. And with three different major opportunities for your business to have a presence on the search results page of Google, there’s no excuse not to have a presence there.The first opportunity is through Google search ads. These ads are important because they allow you to reach your clients in real time as they search for the goods or services you provide. The second opportunity is through your Google My Business listing. This is completely free to operate and allows you to provide anyone searching for your business basic information such as hours of operation, address, and phone number. It is imperative that this information is consistently correct and up to date because your Google My Business information translates to what’s shown on Google Maps and more. The final opportunity is through organic listings. These will fall under the text ads at the top of the search engine results page. In order to show up in Google’s organic listings, you need an SEO strategy that will include work on the backend of your website, in the content on your website, and through how your business is listed across the web. SEO can take a little longer to start working, but it’s well worth it to invest in a solid SEO strategy.
The next platform you should be on is Facebook. Again, this one seems slightly obvious, but the platform has 2 billion monthlyusers, and that is hard to argue with. Similar to Google, Facebook has a few different options that allow you to reach your customer base. The first way is through organic page management. This allows anyone who follows your business page to see what you have posted, and you can easily engage with your online community. Find tips for engaging with your audience on Facebook in this blog post, 13 Easy Ways to Boost Social Media Engagement.Outside of managing your business page, you can run paid ads. Facebook ads are one of the best ways to reach a very specific audience online. Beyond basic demographic targeting, Facebook allows you get as detailed with targeting as you want. You can target job title, general interests, and income among many different things.
Did you know that YouTube viewers consume 1 billion hours of video content a day? That is a lot of videos to watch, and your business should be taking advantage of all the time spent on that site. In digital marketing, it is common to hear someone say “content is king,” and the power of content is shifting more and more towards video. Having a YouTube channel with your own videos is a great way to connect with your consumers in an engaging way and can complement the written content on your website, social sites, and blog. You can also run ads on YouTube to reach an even broader audience.
Google does not account for all searches conducted online, which is why it is a great strategy to advertise outside of the Google network. One of the best places to do that is on Bing. The search engine from Microsoft has really gained moment in the past few years with the platform now accounting for almost a million searches a day. Bing is a little bit more cost effective with a cost per click that is on average 33% lower than on Google. This means that your advertising dollars will be able to go farther and your business will be able to be seen by more people, especially when you’re advertising on both Google and Bing.What all of these platforms have in common is that they have a lot of users who routinely come back again and again, which increases your chances of reaching more people. Learn how we can help you get your business on these four platforms by visiting our website.
For additional information with online and internet advertising and search engine marketing, find us at www.onlinemarketingdayton.com .
Having a big sale, on-site celebrity, or other event? Be sure to announce it so everybody knows and gets excited about it.
Are you ever perusing the internet and get the sense that you are being followed? It isn’t a scary or even annoying feeling, more of a little nag in the back of your mind. You might not even realize what is causing that feeling because you refuse to take a moment away from your internet searching. So you bury that feeling and continue with your search for information on Celebrity Chef Gordon Ramsay, and who would blame you? Not only is he a talented chef, but he’s dreamy too.
That feeling that we all know and probably don’t love is caused by remarketing advertisements. The small, visual advertisements that seem to follow you around the web and appear on many different websites.
They appear after you visit a website or show interest in a company in some form. Say you are in the market for a snowboard and visit Back Country’s Website. They are tracking that, and an ad for snowboards may appear for you elsewhere on the web.
While that feeling might not be the most positive thing in the world, it is the worst case scenario when it comes to remarketing campaigns. Besides creating a small nagging feeling for some customers, it is also creating brand familiarity, traffic, and sales. Studies show that it is minimally annoying yet very effective.
The best way to begin winning the attention of potential customers is to start a Google Adwords Remarketing Campaign. The premise is simple. You just add a bit of code to your webpage to track who has visited your site and ads will be targeted at these people as they browse the web. They may see your ad as they are reading the news or shopping for clothes or… looking up Gordon Ramsay (again, he’s amazing).
For a successful Google Remarketing Campaign however, the intricacies pile up. Some of which will be covered here, but for a more comprehensive DIY guide, check out Neil Patel’s A to Z approach.
Along with tracking who has visited your site, with the magic Google code, you will be able to track which parts of your business people are interested in. Depending on which pages people visit you can tell what type of product or service they are interested in and target that person with a highly specified ad that is directed at exactly what they have shown interest in.
This kind of specificity allows you to group customers by their interests and other personal characteristics. Which is an essential part of any google remarketing campaign. The creation of Marketing Funnels as they’re called, is both a goal and a key aspect of a remarketing.
Full article here: https://www.guardianowldigital.com/sem/remarketing/
For additional information with online and internet advertising and search engine marketing, find us at www.onlinemarketingdayton.com .
SEO, or search engine optimization, is necessary to get people to your website organically from the search engine results pages, or SERPs. A good SEO strategy doesn’t necessarily mean first page rankings or how you’re performing in a keyword report because that doesn’t take into account the many benefits SEO has for your website and for your business. So, how can you truly see whether or not your SEO is delivering results?
Because the purpose of SEO is to make your website discoverable for people searching for your products and services, one of the easiest ways to measure success is to see an increase in website visits. Obviously, more website visits mean more people are finding your website, which means your SEO is doing something right.
Good SEO is about so much more than how you appear on SERPs; it’s about improving your overall web presence and the structure of your website for both search engines and users. Managed local listings, a mobile-friendly and user-friendly website, and relevant content throughout your website and site structure play into your SEO. This can benefit your business in multiple ways. For example, you could see website visitors spending more time on your site navigating to multiple pages, meaning your content is engaging and compelling. Or, you could see more visits from mobile, meaning visitors are finding your site on mobile search and able to easily discover the information they need.
One thing that can be difficult for local businesses running SEO on their own or with a vendor is understanding reporting. If you’re trying to do SEO on your own, you don’t have a lot or reporting options to rely on. And, some SEO companies may send you reports that look like mumbo jumbo. But, the proof is in the pudding. An SEO company that is able to show you clear reporting and explains exactly what’s going on in your campaign is going to be more successful for you in the long run. A good SEO company should use reputable tools to measure traffic, engagement, and visibility showing growth over time.The most important thing to remember about SEO is that it’s a long-term strategy. In order to be truly successful in SEO, you have to commit to making the necessary changes and tracking progress as it happens. You can’t game the system, and any company that promises you quick fixes and automatic top spots on Google may be employing black-hat tactics that will only hurt your site in the long run. For more information, check out our SEO page at: https://onlineadvertisingcincinnati.com/search-optimization
For additional information with online and internet advertising and search engine marketing, find us at www.onlinemarketingdayton.com .
Google’s famously simple homepage with its logo and single search box on a white background is set to undergo a radical change for the first time since its launch in 1996, with the addition of Google’s interest and news-based feed.The feed of personalised information, which has been a mainstay of Google’s mobile apps for Android and iOS since 2012 along with a home-screen page on Google’s Nexus and Pixel smartphones and tablets, will become part of the main web experience in the near future, the Guardian understands.On Wednesday Google announced it was deploying further customisation to the feed, which took over from its Google Now personalisation in December, using the company’s “advanced machine-learning algorithms”.Shashi Thakur, vice president of engineering at Google said: “You’ll see cards with things like sports highlights, top news, engaging videos, new music, stories to read and more. And now, your feed will not only be based on your interactions with Google, but also factor in what’s trending in your area and around the world.”Users will also be able to follow topics straight from search results for things such as sports, movies, music and celebrities, showing updates on those topics in the feed.Google said the new additions to the feed would roll out to US users immediately and internationally in the next couple of weeks.
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Some advertisers think search advertising is all they need to be successful, a belief that stems from its fast, demonstrable results. Running a PPC campaign can yield great results alone, but diversifying your marketing strategy can enhance its performance overall. A comprehensive strategy includes a blend of components across several different tactics that target consumers at various stages in tandem to drive a higher ROI. Get the most out of your digital marketing by incorporating these four strategies into your marketing portfolio.
A highly polished website is an advertiser’s most valuable asset, but it also requires regular maintenance to stay relevant. At the very minimum, customers expect up-to-date business hours, service offerings, pricing, and promotions, but adding content regularly and updating your website’s interface can take your website to the next level. While paid advertising may be a company’s primary focus since it gives the instant gratification of fast ROI, it’s important not to underestimate the value of organic searches and a truly optimized website. SEO helps improve website visibility, usability, and quality, which in time improves organic rankings and helps boost offline conversions. Additionally, improved user experience and SEO optimization will help your paid search campaign’s performance as well.
Display advertising drives brand recognition through a broader approach to advertising, where the goal is to put your brand and message in front of as many eyes as possible. Business owners don’t have to cast a wide net while hoping for the best — you can refine your strategy to target users who may be interested in your product or service by using behavioral, contextual, and geographical filters. Display advertising complements search advertising by leading to increased traffic and latent conversions, which can improve a search campaign’s performance.
We know that consumers prefer ads catered to their interests, but did you know that retargeted users are 70% more likely to convert? Site and search retargeting, forms of display advertising, put your ad in front of consumers who have previously interacted with your ad or website. Not only does this ensure your brand stays in front of interested consumers, but it can help promote brand loyalty by targeting previous customers. This strategy is especially effective for products and services with long lead times or for businesses who run frequent sales or recurring services.
Facebook has positioned itself as a large-scale public influencer, cementing its role in advertising as a core component of a complete marketing solution. Flexibility is its major benefit; the network can seamlessly tackle both organic and paid advertising on one platform.According to one study, the average user spends about 35 minutes per day browsing Facebook, and that number will only increase as the number of active users grows. Additionally, more and more users are turning to Facebook pages for quick information over websites.The collaborative nature of social media makes Facebook a great tool for a whole suite of marketing strategies, such brand awareness, driving conversions, lead generation, and retargeting. CPCs may even be lower — even across the most expensive verticals — making Facebook ads a cost-effective addition to an expansive marketing portfolio.
Is your website just an online business card? Here’s how to take it up a notch and start converting more leads into sales.
When potential customers are looking for a mover, Erik Scheetz knows that positive reviews from actual clients help clinch a sale. That’s why the owner of the Texas Best Mo vers in San Antonio posts reviews on his company’s website. It’s one way to build trust with online visitors.The testimonials displayed on the homepage praise the company for its professionalism, courteous employees and dedication to safety—compliments that Scheetz wants to share with everyone considering his company.“I just thought of it as full disclosure,” said Scheetz, who started his moving company because it complemented his work in real estate. “When customers see the type of service we provide, it gives them the opportunity to make an educated decision.”
Demonstrating your company’s previous successes can go a long way toward keeping customers on your website and potentially attracting new business, said Erin Pheil of Followbright Web Agency in Denver, Colorado. But, first and foremost, she recommends taking care of the basics.Visitors need to be able to quickly ascertain what your company does, who you serve and where you are located. “It must be so obvious. It should be right there on the homepage,” she said. “People need to be able to quickly get an idea if you’re going to be able to help them.”
While that bit of advice may seem simple, it’s critically important, Pheil said. She considers it one of the biggest pitfalls that companies can make when creating their online presence.She routinely sees slick websites that lack relevant information. If customers can’t find the basics, they will quickly move on—regardless of how attractive your site is, Pheil said.Texas Best Movers makes it readily apparent on its home page what the company specializes in and what regions it serves. When Scheetz was designing the site, he said he wanted to make sure visitors could tell that it was a local company.The website also offers moving tips and articles about packing.
Creating content that would-be customers are interested in is another good way to drive people to your site, said Jon Tsourakis, CEO of Revital Agency in St. Petersburg, Florida. Quality content boosts your site’s search engine optimization and creates opportunities for other authoritative sites in your industry to link back to your website, which is another key driver in increasing the likelihood that your company will appear in Google searches, he said.Another good way to entice customers through your website is to offer them something valuable, Pheil said. Consider providing customers free information or a specialized service related to your business. That way, you can persuade them to give you more details about their needs or plans—information that can be useful for follow-up calls.“A lot of gorgeous
don’t translate into leads or sales,” she said. “You want people to be excited to do business with you. You want to offer something that they can’t get somewhere else.”
For additional information with online and internet advertising, find us at www.onlinemarketingdayton.com .
Internet advertising spending reached a record $60 billion in 2016, according to the Interactive Advertising Bureau’s annual report. That’s a lot of hard-earned money going towards online marketing. Reaching your customers can be costly—but luckily for small business owners, affordable options are within your reach.How can you get the most bang for your buck when it comes to digital marketing? For starters, you can master these five basic techniques that will allow you to effectively manage your online strategy for little to no overhead.
Online search advertising remains the most popular digital marketing format, while mobile advertising revenue is outpacing digital display ad sales. Consider these trends when you’re shopping for the best online paid advertising for your business.
Landing pages for your small business website boost SEO by helping your customers find exactly what they’re looking for with minimal effort.
As a small business owner, you may have encountered the term “landing page.” If you dismissed the term as digital marketing jargon, it’s time for a second look! Landing pages can help you convert website visitors into paying customers.Landing pages are easy-to-access web pages designed to help prospective customers find information about a particular topic, according to Emily Yee, senior manager of digital at Showpad. Landing pages often feature a way to “immediately engage a potential customer in obtaining additional information on the topic,” Yee said. “For example, a landing page’s focus may be to get people to download a content piece, start a free trial, or contact the business for additional information.”For small business owners, landing pages should be an essential part of your overall marketing mix because they shorten the time it takes for a customer to access information, Yee added. Rather than sending customers on an inefficient hunt for information all over your website, a landing page serves up the right information at the right time for customers without a lot of time to waste.“For a small business owner who wears a lot of hats and juggles many tasks in a given day, landing pages can save a lot of time, providing customers with the information they’re searching for on their own terms and their own time,” Yee said.
Don’t let technical jargon hold you back. A good SEO strategy can help your website rank higher in search engines like Google when customers look up certain terms, and it’s one of the best ways to make sure your small business is easily found on the web.
Great video on why some of your social media postings fail.
Social media marketing is a great way for your small business to make a good first impression with your potential customers. Don’t ruin that opportunity by making any of the following mistakes on social media.
Knowing what not to post on social media is just as important as knowing what to post. Here are some common mistakes to avoid for your small business
Learn how to build your small business website’s search ranking and get more traffic in just 15 minutes a day.
Let’s face reality: Not every small business can afford to hire professionals for their search engine optimization needs. If you’re a small business owner who can’t afford to hire an SEO agency but can dedicate 15 to 30 minutes every day, this mini guide is for you!I must admit the tips below are far from comprehensive, and a professional SEO agency would do a much more extensive job. But if you follow these few tips, and do a little SEO every day, you will build some valuable traction to your website. These tips mostly focus on link building, as it’s still the cornerstone of SEO. Without a doubt, these recommendations will help you achieve better rankings in the search engines.
This should go without saying, but understanding the basics of SEO is the first step. There are excellent resources on the web to get you started, including on Manta. For at least the first few months in your SEO learning journey, spend most of your daily time reading. SEO is a never-ending learning process.
SEO can be daunting, especially when organizing all your efforts. The best approach is to use spreadsheets to store passwords, etc. I use Google Drive for almost everything. You can hire a freelancer or virtual assistant to do a lot of this work for you. With websites like Upwork, you can find freelancers for very reasonable costs, and you don’t have to offshore, if you don’t want to.Freelancers will save you a ton of time. They can help you find relevant resource pages for your link-building opportunities, write content for you, even create and optimize your social profiles.Then, with some basic instruction, you can simply give them a template to send to contacts at relevant websites in your niche, offering your content as value. Promoting your content is critical to gain traction and obtain backlinks.Here are a some tips for hiring and working with a freelancer:
You might have read that link building is dead and link earning is the way to go. While it’s true that earning links on your content efforts is great, it’s simply not true that good SEOs don’t use link-building tactics. Getting help is a great way to scale your efforts. Just be prepared to minimize your expectations at first. It can take time to find quality freelancers and help.
This is one of my favorite methods. Being active on Quora can bring a good amount of targeted traffic to your website. Something to keep in mind is that Quora backlinks are nofollow, but answering questions and adding a link to your website within the answers can get you traffic.Make sure you take the time to craft a well-thought-out response. More is definitely better with Quora. Many people don’t know this about Quora, but they sometimes syndicate content on very large authoritative sites.Also, this approach will position you as an expert in your field. Quora can potentially provide you with customers and clients who are ready to buy your product or service.Quora is also an excellent place to see what topics are getting traction, aka keyword research. You can use these topics to create content on your own website. Creating valuable content on your website or blog is the ultimate way to attract links, and this is the link earning approach I mentioned previously.
Contrary to some advice, forums still work great for links and traffic. The main key is to find relevant niche forums and start helping people. During the first few weeks you should just stick to helping, answering questions, and being responsive.Eventually, you will want to establish yourself as an authority in this forum. After that you can add a signature where you create a well-established bio to your business. Again, relevancy is key. Make sure the forum matches your business’ niche.Continue to contribute with answers in the forum, and any time you answer a question, you could potentially receive more links to your website from your signature. Also remember to be very careful with self-promotion.It’s important to first go through all the rules of the forum, in case you decide to include backlinks. Link to content on your blog, and stay away from linking to your product or services pages, for the most part.
Blog commenting is one of the easiest ways to get backlinks to your website. In fact, an effective blog commenting strategy will keep your backlink profile well diversified. Make sure to find blog posts in your niche, and it is important to ensure that the blog generally has good social shares.Make sure your comment adds value. Saying something like “thank you for the great post” is not valuable. With blog comments, you might have an opportunity to add your website link. Vary these links to your homepage, main blog page, even your social profiles. Also, make sure to always use your real name in the “name” comment field.
Social signals are very important for SEO. They show Google and other search engines that your business has a heartbeat. When creating your social profiles on Twitter, Facebook, and others, the very first thing you want to do is optimize your profile.This includes adding a profile picture, writing a well-crafted bio, and adding a link to your website. After that you’re a free to go and start engaging with others, search for hashtags in your business, and engage with influencers. You can like their tweets or posts, share, and leave comments.Consistency, fresh content, and relevancy with your SEO efforts are the most critical factors with Google and other search engines. SEO professionals will do much more for your search engine visibility, but that comes at a high price. Make sure to devote 15 to 30 minutes to your SEO every day, and you will end up outranking competitors who just sit and wait for traffic to come to them.
Dario Zadro is a web technology specialist with over 15 years of professional experience, most recently the owner of Zadro Web, where the focus is clean and custom web design along with results-driven SEO and digital marketing strategies. You can reach him on Twitter and LinkedIn.
Increase your visibility in search engines and beat the competition with a strategy to leverage customer reviews.
In today’s mobile-first world, as potential customers increasingly use their smartphones to find and research local businesses and make purchase decisions, online reviews are more important than ever.A recent Yext study found that a business listing with a similar rating, but with more reviews than a rival business, captures over 50% more clicks on average for a given search. This means that for businesses to beat the competition, they need a comprehensive review strategy.Search engines like Google have made it even easier for potential customers to evaluate local businesses by incorporating ratings and reviews into search results. Most local searches on Google today serve up no fewer than three types of star ratings:
How can your small business take advantage of online reviews to get found by more customers? Follow these tips from Yext to boost your visibility in local search:
In order for reviews from your website to be displayed in the organic search results, they have to be first-party—feedback that is organically generated and is not pulled via a widget from sites like Yelp. To maximize this opportunity, reach out to your customers and ask for reviews, and then post both the good and the bad reviews directly on your website using a tool like Yext Reviews. This ensures that you will get full credit for review content on your website, so you can “star in search.”
Google gives prominence in search to third-party reviews—feedback that is generated on sites other than your website, like Yelp and Facebook. Fresh content is the key to maximizing this opportunity. You must constantly ask customers for feedback specifically on these third-party sites in order to sustain a positive online presence.
Make it easy for your customers to give you feedback in the right places, and consistently ask for reviews. People don’t think to review you until they’re asked. But when you do ask, seven out of 10 customers will leave a review for a business. Asking will help you sustain a presence on third-party review sites, protect your positions and reputation in Google search results, and build a whole lot of goodwill with your customers.
It takes just a few hours every week to keep your Facebook page full of fresh content. Learn how to market your small business without wasting your time. According to the Pew Research Center, 68% of all U.S. adults use Facebook. In other words, your customers use this social media platform, so if you want to engage them online, your business should, too. But posting on Facebook one to three times a day might sound overwhelming. If you don’t have much time to log on and tinker with content throughout the day, here are three tips to help streamline your Facebook time investment while maximizing results: 1. Create content in batches. Make your social media process more efficient by setting aside time to create content in batches. As Facebook marketing expert Mari Smith suggested, “Write out the top 10 frequently asked questions from your customers. Make that into a blog post. Then, create 10 short videos with each point or tip, as well as 10 image quotes.” 2.Consider hiring a part-time social media pro. If you can afford part-time help, it might be worth it. “Hiring a good social media assistant for even a few hours a week can make all the difference,” Smith said. “For example, you can provide your assistant with photos and video clips that you have on your phone anyway and they could use them to create many wonderful videos using a tool such as Animoto.” 3.Take advantage of scheduling tools. Smith added that small business owners should take advantage of a social media scheduling tool such as Hootsuite, Buffer, PostPlanner or Edgar. That way, you can schedule your posts in advance, instead of stopping in the middle of the day to update Facebook. Facebook also allows you to directly pre-schedule posts.
Did you know that 81% of shoppers perform online research before making a purchase? The future is now when it comes to digital. Digital marketing can span anywhere from ads on Google to posts on Twitter to even mobile display advertisements. So, the question still remains: Where do you begin?Let’s take a look at the step-by-step process you should take to begin your digital marketing journey.
Your website is one of the most important elements of your digital marketing. This is the place where most of your advertising will lead your potential customers. That means a focus on user experience is incredibly important. You will want to make sure that all of your calls-to-action are easily seen and easy to understand, your contact information is on every page, and your website content is easy to read. You’ll also want to consider which devices your customer is using to look at your website. Roughly 60% of online searches are now conducted on a smartphone instead of a desktop computer, so it is vital that your website is mobile responsive. Having a mobile responsive website means that your website can fit into any size browser without being distorted. Thus, creating a great user experience.
Now that your website is ready for users no matter where they are searching, it’s time to drive people to it. One of the quickest and easiest ways to drive people to your website is by utilizing pay per click advertising. Commonly known as PPC or SEM, these ads usually appear at the top and bottom of the search engine results pages on Google, Yahoo, Bing, and other top search engines. PPC is a great way for your business to dive into digital marketing because it’s one of the only forms of advertising that can instantly get your website in front of searchers looking for your products and services. Closely monitor the keywords that are driving customers to your website so you can adjust your ads and allocate to your budget to the right keywords.
PPC isn’t the only way to reach potential customers online. People may visit your website while they are still in the research phase of their buying process and leave your website without making a purchase or a phone call. It is important to stay top-of-mind for those people while they are still making their purchasing decision. This is where retargeting ads come into play. These ads work by placing a tracking pixel on a customer’s browser after they visit your website. While they are surfing the web, these display ads will show up in their browser reminding them of your business and the products or services you offer. Retargeting ads don’t quite get the same amount of clicks that PPC ads do, but studies have shown that site visitors who are retargeted with display ads are 70% more likely to return and convert on your website than visitors who aren’t retargeted. You can also use mobile display advertising tactics like geofencing to target users when they’re near your business. Read the following blog post, 3 Ways to Make Geofencing Work for Your Business, to learn more.
Paid advertising tactics like PPC and display ads are the perfect way to quickly drive users to your website and jump into digital marketing. But, you’ll want to focus on some organic strategies as well to optimize your website and build a solid organic presence.The first organic strategy you’ll want to get started with is SEO, which stands for search engine optimization. Having quality SEO for your website will help you achieve more shelf space in the organic listings of the search engine results page. SEO differs from PPC and display in the sense that it can take a while for you to start seeing the fruits of your labor. But, investing in an SEO strategy can yield a number of benefits for your business and should be a key aspect of any digital marketing plan.
The other organic strategy to focus on is a strong social media presence across multiple platforms. Social media is an integral part of society, with people spending up to 50 minutes a day on Facebook alone. Setting up and managing business pages on Facebook, Twitter, YouTube, and more can help you connect with your customers and prospects, drive additional users to your website, and even capture leads if you employ paid advertising strategies like Lead Ads on Facebook.
Once you’ve established a solid paid and organic presence online, more people may be searching for your business directly. When this happens, review sites often pop up, which means managing your online reputation is important. In fact, 90% of people say online reviews influence their purchasing decisions, and 56% of consumers say they rely on search engines to help them find reviews about businesses. Read this blog post, Reviews FAQs: How Do I Monitor Reviews, to learn more about reputation management.The goal of a comprehensive digital marketing strategy is to be present wherever people are spending time online – including search engines, social sites, and review pages. Running a full digital marketing plan can seem like a lot of work – because it is – so you may consider looking for a digital marketing company to help you run these campaigns while you’re running your business. Don’t be afraid to look for a reputable company to guide you to digital marketing success.
Want to boost your small business’ rank in local search results? Learn which factors are most important to Google.
When trying to reach customers, it’s important to understand that the days of listing your business in the yellow pages and waiting for the phone to ring are long gone. Instead, you need to increase your online presence so customers can find you with their laptops and smartphones.“Millennials grew up on the web and mobile,” said Ted Zoller, T.W. Lewis clinical professor of strategy and entrepreneurship at the University of North Carolina. “If you want to capture that segment, you have to be up to speed with how they communicate.” Start by understanding the three factors Google uses to determine local ranking: relevance, distance and prominence.
Google tries to understand your business to determine if it matches a particulate search. While it helps to have consistent business listings, it’s hard to be relevant as a dentist, for instance, when there are multiple dentists in the same area. If you don’t stand out, the business with the most web traffic or optimized search terms will have the highest ranking.Today, however, savvy customers may search based on their preferences, such as when they need a dentist who specializes in orthodontics. That’s why it’s important to differentiate your business. “Small businesses need to determine their value proposition and understand what their customers are looking for, ” Zoller said.
If the person searching doesn’t specify a location, search engines will calculate the distance based on the information available. Keep in mind, however, that Google’s algorithms could decide that another business is more likely to have what the person is looking for—even if it’s not as conveniently located.
The more well known, or prominent, your business is, the higher it will rank. But unless your business is famous—and most aren’t—you will need another strategy. At that point, it’s all about the content, according to Zoller, including everything from your social media presence and website to your Google profile, links, articles, directories and online reviews. “Build loyalty and retention with your customers,” he added. “Then they will continue to refer to you on the web.”To learn more strategies you can use to get found by more customers, download Manta’s free ebook, “The Beginner’s Guide to Local Search.”
Almost everyone with a website has heard about search engine optimization (SEO). But what exactly does that mean, and why should you care? According to Thomas Holland, president of online marketing agency The Dark Horse Group, SEO is the process and strategy websites use to rank high in search engine results for specific terms.“It includes not only things a website can do internallyto improve its ranking, but also externallyon other websites,” he said. “We consider SEO to be a subset of tactics of search engine marketing (SEM), which focuses more on the actual marketing of a website.”SEO can dramatically impact a business, Holland noted, but there are many common myths that lead to misunderstanding and less impact.Myth: Ranking high equals more business.
Reality: Ranking high equals more traffic—not necessarily more business.Myth: The benefits of good SEO occur immediately.
Reality: The benefits of good SEO take time (months or even years) to have lasting impact.Myth: Changing text on pages and in URLs will deliver a significant SEO effect.
Reality: Not only is this not true, but it can have a devastating impact on a small business with decreased traffic and broken links.
Use keywords where it counts. It’s important to rank high for your business name, so you should have a clear understanding of what you offer and use the most appropriate keywords to target your audience. What are the right keywords? Ask yourself: What products and services do I sell? Also, conduct some simple research by testing keywords in the major search engines to evaluate what terms your competitors are using, as well as identifying which ones best fit your business goals. Content is king. Producing consistent and high-quality website or blog content based on products, services or other relevant information is an effective strategy. But be mindful not to sacrifice useful information and customer experience for too much emphasis on keywords or overcomplicating your site.Above all, Holland said, remember that SEO is a tactic, not a top-level strategy for driving traffic to your website. “As a small business owner, you need to think about how you can use SEO to complement your existing marketing and sales strategies, and not think of SEO as a replacement for these!”
Full link to article here: https://www.manta.com/resources/academy/seo-basics/seo-made-simple/
Small business owners used to worry about placing the right address and phone number in the phone book. Today, there are so many online directories it can be hard to keep up.You simply don’t have time to spend playing whack-a-mole with business listings.You can, however, develop a smart strategy for claiming and updating a few of the most important online business listings for your company. So which directories are worth your time and attention? Here are five big ones you’ll want to start with.
If you don’t have time to keep up with these five directories—and dozens of others—I can help!!!
While every small business in every industry faces unique marketing challenges, understanding these four easy-to-track metrics will help make your digital marketing efforts more effective.
When you go online, would you rather read a piece of content or watch it? As a matter of a fact, I’m sure you have already watched the video above before you started reading this. Lets be honest, video is more visually appealing, quicker to get the message across and easier to comprehend. According to 3M Corporation, “90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.”If you haven’t already included any video content in your content marketing plan, you’re already behind the curve. In fact, studies have shown that “By 2017, online video will account for 74% of all web traffic.” Here are a few video marketing tips to enhance your content:
Having quality content is critical to expose your company in the best light possible. Using a professional video production company such as Media Distribution Solutions, is the best approach to attract your target audience. Alternatively, another approach you could utilize is the DIY tactic. Although it’s not the best solution, having some sort of video is better than having no video at all.
After all, you aren’t creating a video just for fun right? In order to run an effective marketing campaign that will generate results, have a call to action and a purpose in your video. After capturing your audience’s attention, tell them what to do. If you’d like to drive people to your website, a few examples would include “Click On The Link Below” or “For More Information, Sign Up For Our Newsletter.” Similarly, if you’d like to have people call your business, you could mention something such as “Call Us Now For More Details” or “Receive 20% Off When You Call Now.”
The most effective video marketing strategy includes a set production & publishing schedule. To gain engagement and interaction, you should be active, up-to-date and current with your content. Trends in technology and marketing are constantly changing from year to year. Moreover, the more active and frequent, you are with well-produced content, the more you will become noticed. This is especially important for YouTube.
In a recent Manta poll, 45% of small business owners said they invest marketing dollars in social media marketing. But how much do you need to spend in order to succeed?That’s a common question, but the answer isn’t one size fits all. These expert tips will help you set your business’ social media budget.
This week marked the release of the much-anticipated annual Internet Trends Report published by Mary Meeker of KPCB. The 200+ page report covers a broad range of internet trends, and several important themes emerged that signal important shifts in local marketing.The entire report is worth a look if you have the time (it’s embedded at the end of this blog post for easy viewing). In the meantime, here’s a snapshot of some of the highlights to keep in mind when it comes to your local marketing.
Voice assistants are used by a majority of smartphone users in the US.
Consumers using voice assistants are contributing to a rapid rise in voice search.
Local search is a substantial portion of voice search.
Taken together, these trends indicate that voice search is already impacting local marketing, as it represents a significant amount of local search queries. The use cases of voice search also have interesting implications for local businesses, as they help paint the picture of the mobile consumer buying journey. For example, voice search empowers the consumer to conduct searches even from the car.Keep an eye on the voice search trend and how this will continue to impact and empower the mobile consumer buying journey as well as how natural language and speech patterns from mobile search start to influence a local approach to SEO and content marketing.
For businesses, mobile represents a huge opportunity for marketing and often an untapped arena in which to reach consumers.Specifically, mobile represents about 25% of consumer time spent in media, but it represents just 12% of ad spend investment overall.
Social media sites still represent a huge opportunity to influence consumers, particularly from a mobile perspective. Businesses should be thinking about how to harness the opportunity to engage with consumers via these compelling visual mediums that they love to consume, create, and share.For example, some companies have begun connecting with fans by providing branded Snapchat lenses that encourage fan content creation and engagement with the brand. Similarly, user-generated content such as Facebook Live videos offer a unique opportunity to engage with consumers, and much early innovation has been from larger brands. Now is the time for savvy local businesses to begin finding ways to authentically engage via highly-popular visual and video formats that consumers love.
For many local businesses, running a PPC advertising campaign is easier said than done, even if you already have a handle on the basics like picking keywords and creating a budget. As algorithms change, trends emerge, and the effectiveness of tactics shift right under your nose, you may find yourself struggling to keep up. Try these tips to give your search engine marketing a competitive edge and deliver more leads from your strategy.
Copy-only text ads just don’t set you apart from your competitors, nor are they always compelling enough to get the click from searchers. Enabling ad extensions can give you a leg up on the competition and entice searchers to learn more. Not only do ad extensions give you more space in the search results to promote your business’ products and services, but they are now factored into whether your ad will even show at all. Local ad extensions, for instance, are required for your ad to show up in local and map search results on Google. So, make sure you’re taking advantage of this option for your PPC campaigns.
You need a great PPC landing page to turn people who clicked on your text ad into actual leads. If your landing page offers a poor user experience, prospects will not want to contact you, and it could also result in a lower Quality Score. instead, you should have a landing page that loads quickly on all devices, is clean and easy to read, and most of all, has plenty of conversion paths for your site visitors. Having a prominent phone number and a call to action on your website or landing page are critical for generating leads from search engines and digital marketing in general.
Quality Score is a huge component of how your Google PPC campaigns perform. So, it’s important to regularly track how well it’s doing. If you already have a high Quality Score – meaning your text ads and landing page are relevant to the keyword you’re bidding on, keep up the good work! But if your Quality Score for a particular keyword is less than 5, chances are that campaign isn’t going to bring you the number or kind of leads you want. So, make sure your keywords, ads, and landing pages are all aligned to improve your Quality Score and bring you leads!
We love Google. Google is great. But it’s not the only search engine out there, and shifting some of your PPC advertising budget to other publishers can really benefit your business and bring you more leads. In fact, Bing covers about 20% of the market share when it comes to online search. So, by bidding on Bing ads, your advertising is reaching a broader audience that may be interested in your products and services. And in some cases, a costly, competitive keyword on Google can be much less expensive on a search engine like Bing, giving your ad a better chance at showing up for a related search query. This can result in more quality clicks for your investment.Search advertising is just one part of a complete online marketing strategy.