The purpose of an SEO strategy is to appeal to both searchers and search engines across all devices. This puts the searcher top-of-mind because you want your website to contain quality content, be easy to navigate, and work on desktop or mobile devices. This improves the user experience and makes it easier for searchers to learn more about your business or contact you to become your customer.
A great SEO strategy encourages analyzing your reports and making adjustments based on what you find. For example, if you’re sharing your content on social media sites, you can analyze the data on who is interacting with your content and possibly identify a new demographic you hadn’t previously targeted. You can also look at your organic traffic to see if searchers from nearby cities are visiting your website that you should expand your marketing efforts to include. Using the data gleaned from your SEO strategy can provide valuable insights that may just help you expand your business.
SEO and reputation management go hand-in-hand. Statistics show that 88% of consumers trust an online review as much as they would trust a recommendation from a friend. Because of this, search engine algorithms readily show online review sites like Yelp or CitySearch when users conduct searches. Putting a focus on reputation management efforts can increase your chances of attracting potential customers and help you occupy more spots on the SERPs.
Unlike PPC or display advertising campaigns where your budget is likely focused on showing ads on certain days and times, SEO can provide visibility for your website 24/7. So, even if a searcher is looking for products or services similar to yours when your ads aren’t being shown, they can see your website in organic SERPs.
Every marketing budget comes down to dollars and cents. What did you pay for what you got? While PPC does offer instant visibility into where your marketing budget is being spent, it only accesses a fraction of the market available for a specific keyword. Coupling PPC with an SEO strategy allows you to spread out your budget and capture potential customers searching outside of your PPC keyword strategy, which can improve ROI and net you more customers.SEO is a valuable marketing strategy to help you reach a myriad of marketing goals like attracting new customers, improving the effectiveness of your PPC campaign, and increasing your visibility online. Learn more about SEO on our website.
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Here are four important ways reviews can affect your business:
As a local business, you likely want consumers to trust your business and rely on you. One study found that 72% of consumers trust local businesses more after seeing positive reviews.
Word-of-mouth and a personal recommendation can go a long way for local businesses. People trust their family and friends to point them in the right direction when it comes to making a purchasing decision. But, now 88% of people trust online reviews as much as a personal recommendation.
Before you’re about to make a purchase, what do you do first? For 97% of consumers, the answer is reading reviews. Looking at reviews is becoming part of the buying cycle, so if your business doesn’t have any reviews or has negative reviews, buyers may be deterred from doing business with you.
Review sites provide another place for your business to rank in the search engine results pages (SERPs). So, if people are searching for your business, or just your products and services, they’ll likely see a few review sites as well. What are they seeing when they see your reviews?Reviews are becoming increasingly important and can help you stand out from your competitors.Come back next week for the next blog post in our Reviews FAQs series – we’ll be talking about how you can get more reviews. And, download our on-demand webinar below to make sure your competitors aren’t out-advertising you!
Ads you see in the Facebook News Feed may look a lot like display ads, and they can help you to grow brand awareness and interest from your target audience. But did you know Facebook advertising can also help you generate leads and sales? Here are a few things to know in order to set up an effective lead generation campaign on Facebook.
Having a robust website that provides additional, helpful information about your business and contains a website form and a phone number is a perfect complement to your Facebook advertising when you’re trying to generate leads. Look at running a Website Clicks campaign to bring Facebook users to your website, and ensure the contact methods on your website or landing page are paired with a strong call to action that gets users to take the next step to become your customer. If your ads contain any offers or speak to specific products or services you offer, make sure those details are also featured on your landing page so you’re creating a consistent user experience.
If your website is not ideal or set up to capture leads, or if you simply want to provide a more streamlined user experience on Facebook itself, a Local Awareness or Lead Ads campaign can help you to generate leads, calls, and visits directly from Facebook. Local Awareness campaigns drive users to call or visit your business immediately, while Lead Ads enables users to complete a form submission without ever leaving the News Feed. This type of campaign reduces the steps needed to capture interested prospects and turn them into leads.
No matter what type of campaign you’re running, Facebook provides a lot of powerful targeting capabilities, so it can be a challenge to know exactly what’s best for your advertising campaign. Here are few key targeting tactics to think about:
Whether you’re trying to drive calls, website visits, or Facebook form submissions, using the right call to action is imperative. For a Local Awareness campaign, you can only choose between Call Now or Get Directions, since the goal is to bring people to your business right then and there. But if you’re using a Website Clicks or Lead Ads campaign to drive online leads, options for CTA buttons include:
Keep in mind the goal of your campaign when selecting a call to action for your ad, so the users you’re reaching with your ad are compelled to take action, like calling you or completing a form.Now that you see how Facebook can be used to generate leads, it’s time to get started creating your Facebook advertising campaign. Dive into our complete guide to Facebook advertising, and learn more about lead generation in our 15-minute webinar 5 Ways to Generate Leads from Facebook below.
Digital marketing is one of the best investments your small business can make. When you devote the time and money to improve your company’s online profile, you’re sure to see returns—if you do things right.These 26 expert tips will show you how digital marketing can pay off. Using tools like local search, SEM and social media can help your small business reach more customers—and make more sales.
Digital marketing is a collection of internet-based marketing tactics aimed at attracting leads and sales from customers who find your products and services online. Some of these channels are free but require your time and effort; other channels rely on paid advertising budgets.Digital marketing campaigns could include any combination of these common tactics:
“Digital marketing is one of the most cost-effective avenues for marketing and achieving business growth,” said Stoney deGeyter, CEO of Pole Position Marketing. “At this point, digital marketing is more important than television or other forms of advertising.”For small business owners with limited marketing budgets, deGeyer said that digital marketing provides a greater return on investment than traditional advertising. Digital marketing also allows companies to track their results, adjust and improve.
“There’s simply no choice for small businesses but to engage with the online world,” said David Mercer, head of online strategy and new businesses for SME Pals. Businesses that don’t use digital marketing to reach new customers put themselves at a severe disadvantage when competing with companies that do.Mercer advises small businesses use digital marketing to:
“A healthy combination of social media, content marketing (blogs, newsletters, web content, email nurture campaigns), SEO and digital advertising are all essential to a well-rounded digital marketing campaign,” said Hannah Grubow, marketing lead with digital marketing firm Community Elf.Most businesses use a combination of the eight digital marketing tactics listed below.
Your small business website is the single most important aspect of your digital marketing. Your website is the online version of your company’s front door. And since you want customers to be able to walk right through that door and start looking around, your small business website has to be easy for today’s customers to access with their smartphones.Business websites built to be mobile-friendly work just as well on desktop computers, smartphones and tablets.This tutorial explains the basics of mobile-friendly websites:
Online business directories act like a personalized phone book. Listing your company on directory sites like Google My Business, Manta, YP.com, Yelp and the roughly 50 other listing sites around the web will help customers find your website and your brick-and-mortar location.Online business listings boost your company’s search engine ranking in local and general searches results. Here’s how they work:To see how your company appears across 50+ online listing directories, type your company name into Manta’s free listing report tool and see your results:
Positive online reviews from satisfied customers will improve your company’s reputation online. Inviting customers to leave their reviews on Google, Facebook or other review sites is the best word-of-mouth marketing you can generate online.Here’s how you can boost sales through online reviews:
Local searches recommend nearby businesses to internet users searching for products or services in their current geographic location. Online listings help your company website show up in local search results. Local searches are informed by a smartphone user’s geolocation data, which is matched to companies that have included geographic location data in their online listings or targeted advertising.Here’s how local search works:
Businesses use SEO techniques to improve their websites’ ranking in search engine results.
When a potential customer searches on Google or Bing for products or services, they’re likely to click on the websites that appear on the first page of those search results. That’s where you want your website to rank—and SEO can help you get there.Search engine optimization tactics are designed to organically earn (rather than purchase) a strong search ranking. To learn more about boosting your company’s ranking, read Manta’s complete guide to SEO for Small Business.
Businesses purchase ads to get instant visibility on search engine results pages. This is called SEM, or search engine marketing. Search engine marketing involves identifying the keywords that your customers are most likely to use when searching for your products or services, then paying for a certain number of customer views on your ad (known as impressions).
Social media marketing for small businesses combines paid social media ads and authentic interactions with followers on Facebook, Instagram, Twitter or LinkedIn. Social media ads are an affordable marketing tactic for small businesses with small marketing budgets.Facebook is the platform on which most businesses should have a profile. Click below to learn everything you ever wanted to know about Facebook Ads, boosted posts and turning followers into customers.
Posting high-quality content that is relevant to customers will boost your social following, boost your SEO and keep customers coming back to your company website. Digital content refers to any writing, photos, videos or logos published on company websites and social media profiles.Learn how to create content that engages your target customers:
Begin your digital marketing by looking in the mirror, then looking to your customers.What are your company goals? Are you trying to grow your business locally? Expand to another region? Sell more of one particular product or service? Articulate your goals—big or small—and let them guide your digital marketing plan.“Your digital marketing strategy should enhance the rest of your marketing strategy, as well as help you reach your ultimate goals,” said Grubow. “Small businesses should begin with creating a digital marketing strategy in-house or by finding a professional agency.”After reflecting on your ambitions, consider your ideal customers. Who are they? What do they need, what do they want? Where are they (online and off)?“Put yourself in the shoes of the customer,” recommended Vicky Llerena, CEO of Social Vibes Media. Then, follow that audience.“Are your prospects on Instagram, Snapchat, Twitter, or Facebook? Do they frequent certain websites? Do they read blogs related to your service? What keywords might your prospects use when searching for services related to your biz?” Llerena said, listing the key details that inform every effective digital marketing plan.
Digital marketing can benefit almost any business. But owners should have realistic expectations about what they can accomplish through digital marketing, said Scott Forde, president of Active Web Group.“A mom-and-pop store cannot outspend a big box competitor,” said Forde. “However, it can
successfully compete for its fair share in any online marketplace. Digital marketing initiatives can improve a small business’ online standing in terms of leads, revenue and branding.”
“Most important is to have an SEO-friendly website,” said Forde. He recommended sites made more than four years ago should be updated to be mobile-responsive.“It is imperative that any new site be designed in line with current SEO best practices,” Forde said. Businesses should then promote their sites with custom SEO and digital marketing campaigns that support their sales goals. Each business should develop digital marketing campaigns around their goals, target audience and resources.“There could be one or more campaigns to achieve stated goals within a set timeline,” said Forde. “These campaigns can take the form of email blasts, social media promotion, pay-per-click (PPC) initiatives, web development and search engine optimization.”Your goal with digital marketing through any channel, said Llerena, should be to “know your audience, create content for your audience and draw them back to your site or landing page.”
There’s no single factor that makes small business digital marketing a success. Rather, a combination of tactics that fit your marketing budget and reach your target audience work best.“Social media, email marketing, SEO, PPC, content marketing—they all come together and work towards a common goal,” said Alexander Grosu, a digital marketer for . He recommends planning a digital marketing strategy that begins with boosting your website’s search engine optimization.A search-optimized website is “your gateway and your ‘ID’ into the digital world,” said Grosu. “You cannot really gain people’s trust if you’re not found on Google, or if your website doesn’t provide quality information for the users.”To that end, successful digital marketing strategies follow this basic outline:
“The marketing budget really depends on the size of a business, the industry it’s in and saturation (by competitors) in the digital space,” said Keyvan Hajiani, cofounder and director of marketing for SocioFabrica.Digital marketing budgets can range from very small to very large, depending on the size of your business and the market you’re after. Digital marketing experts provided a wide range of estimates for this article.On the affordable end of the spectrum, many small businesses rely on Manta Marketing Pros to improve their digital marketing for as little as $99 a month. And businesses can begin advertising with Facebook Ads for as little as $5 per boosted post.“Budgets really depend on the company,” said Sam Binks, digital marketing manager for TeamSnap. “If a ton of growth quickly is required, start thinking about (spending) some serious cash. However, if a slower pace of growth is acceptable, spending less is fine.”“In very general terms, for a company just getting into digital marketing, putting 20% of revenue towards marketing can go a long way,” said Binks.The spending required to be effective in digital marketing will also depend on your competition in the market. Your necessary spending will also be shaped by customers’ awareness of your products or services, said Christine Hollinden, principal at Hollinden Marketing and Strategies.“If you are new to a market with well-established competitors, then expect to spend more,” said Hollinden. She says the average marketing budget will be between 10% to 25% of your gross sales or revenue.“Expect to spend a minimum of $7,500 for a website, plus ongoing help to create content and keep up the search engine rankings ($1,500 or more per month),” advised Hollinden. “If you’ve expanded into social channels, promoted posts, Google Adwords, etc., then allocate upward of $2,500 or more per month.”
This is a big decision for small business owners. Take stock of your resources (both time and money) as you decide whether to hire, contract or DIY your digital marketing.Beth Bridges, vice president of J-Digital Identity, suggested that small business owners ask themselves the following:
Solid, consistent presence online is key, said Hollinden. “Maintain activity. If we are talking posts or updates, go for four to five per week, initially. Again, better to start small and build up than to take on too much and fall short.”Christina Daves, entrepreneur and founder of PR for Anyone, recommends starting with the most popular social media platform: Facebook.“Everyone expects businesses to be on Facebook so that is the place to start,” said Daves. “There are simple things you can do like boost a post to get more views on it. If you are a brick and mortar, post your specials for the week. Engage with your audience.”Depending on where a small business is starting out, Binks recommended companies aim for these goals within six months of starting their digital marketing:
“Digital marketing is so wide ranging, there aren’t many goals it can’t help achieve,” said Binks. “Looking for more leads from paid search? Want to have great visibility in search engines? Would getting 10,000 Twitter followers to be advocates (or your business) help? All these and more are possible, that’s the great thing about digital marketing.”
“Digital marketing, done correctly, has exponential reach at a very low cost,” said Daves. “Whereas traditional marketing is much more expensive and harder to track the return on your investment. Unless, for example, you have a coupon on a mailer.”The ability to track the results of your digital marketing means you can adjust your campaigns to get better results.Digital campaigns are more cost-effective than traditional media such as radio spots, print, TV advertising, said Forde.“While it cannot be determined how many persons viewed, read, or acted upon a traditional promotion, online efforts can be tracked, reported and adjusted,” said Forde. “Digital media is highly effective at reaching prospects, as well as cost-effective.”
Yes! If there’s no digital marketing plan, your efforts will be random, ineffective and impossible to measure, cautioned Binks.“There’s nothing worse to see from a marketing standpoint than a business who is just trying anything off the cuff … or setting a plan and then two weeks later throwing it in the trash because it’s not going as hoped,” Binks added.Digital marketing takes time. Be persistent and adaptable in your marketing efforts, and over time you’ll see the results in your leads and sales.“If it’s not working, do something to change it slightly and monitor the results,” Binks advised. “Don’t abandon ship!”
There are a number of free or inexpensive digital marketing tools for small businesses. Among those recommended by the experts in this article are:
Business owners who jump into digital marketing without a set strategy will likely fail, said marketing consultant Carolyn Wilman.“The campaigns are disjointed from the brand and then they wonder why they don’t see the results from their efforts,” said Wilman. “Create an overall annual marketing plan. Online and offline. Then, map out each month and determine what actions need to be taken to activate each component.”
Digital marketing firms can handle a company’s entire digital marketing program, or they can focus on specific portions of a digital marketing plan. The scope of the work—as well as specifics like your location, industry and existing digital marketing assets—will determine the price you pay.If you pay a company to build a website, you’re going to pay more up front than if you’re paying a company to handle your social media, for example.“Pricing can depend on factors previously mentioned,” said Binks. Depending on how much your company wants to “move the needle, it could be $2,000 per month, or $10,000 per month.”While price ranges vary greatly, experts agree on one thing: When you hire a digital marketing agency, be prepared to spend. On the plus side, it will save you time and pay off in the long run.
For the same reason any type of marketing effort fails, digital marketing can fall short, said Linda Pophal, owner and CEO of Strategic Communications.Usually, said Pophal, “the offer didn’t resonate with the target audience” due to some combination of the following factors:
“Too often, digital marketers expect immediate results,” cautioned Pophal. “It doesn’t work that way.”
Budget is clearly an important element of your PPC campaign. Your budget is not determined by what you want to spend on PPC, it’s determined by what you have to spend on PPC. If you go in with the mindset of “I’ll spend what I’m okay with losing,” then you will never win. A budget is derived from a math equation, there’s no rabbit or magic hat.
If you have a $1,000 budget with an average cost per visit of $5 across a 30-day time period, you’ll receive about 6 visits per day or 200 visits per month. So, what is your average conversion rate from visit to lead? With a budget of $1,000 you can expect about 14 leads (if we use an average conversion rate of 7%). Out of those 14 leads, what is your average conversion rate from lead to sale?
It’s also important to consider that you can never control the intent of your searcher. Meaning, you bid on the keyword “esthetician schools” assuming only potential students will convert into a lead. However, people familiar with the industry know that esthetician schools offer discounted services provided to the public by their students. Further explaining that you can’t control the intent of the searcher, this particular searcher is looking for an esthetician school to set up an appointment for a facial, but uses the keyword “esthetician school.” So, you have to utilize the right budget to allow enough visits to your site to deliver the right amount of leads necessary to produce an ROI.Budget can be a difficult thing to determine. A trusted online marketing company can help you figure out the best budget for your PPC campaign and use processes like conversion-based optimization to make sure your budget is being spent in the right way.
We walk and drive around with our smartphones all day long, and most of us are usually within three feet of our phones 24/7. But, did you know that same amazing device that allows us to order a ride home via Uber or buy things on Amazon also provides a marketing opportunity for business owners attempting to gain your attention as you move closer to their business? From a marketing standpoint, it is one of the most hyperlocal targeting strategies you can use.This strategy is called geofencing. So what is geofencing and why should you care about it?
Each mobile device is similar to a tracking device – using GPS, Wi-Fi, and radio frequency identification (RFID) to give off its location. Geofencing is used to send out a beacon from a desired market area to connect and communicate with smartphone users via SMS messaging, mobile ads, or in mobile apps. This geographic fence, hence its clever name, dictates the area the business owner is trying to influence and can target areas as small as a business address with messages for potential customers within that geofence.
Geofencing is helpful for a number of businesses in a wide range of industries. Here are a few examples of how geofencing could work for your business:
Digital advertising is about talking calculated risks with your marketing budget and testing out new strategies to see if they work for your business. While geofencing seems like a relatively new tactic, it has actually been used by businesses just like yours for years. Learn more about geofencing and how it could help your business on our website.
Mobile advertising can help busiess owners target the exact right audience — defined by factors like online search behavior, past purchases and even geolocation. Better still, the inherent nature of the medium often means few creative costs.But effective mobile ad messages also have specific rules of engagement that must be followed. The engagement metrics differ greatly from their desktop counterparts, so it's vital you know what it is that defines success in your mobile ad campaign.If you're considering jumping on the mobile marketing bandwagon, here are a few key factors mobile messages should entail for maximum impact.
Mobile advertising initially appealed to marketers because of its ability to reach customers based on location, allowing for “moment-based” marketing efforts. While the location-based nature of mobile advertising is still highly relevant, it has evolved, demanding that marketers recognize the importance of present and past location information.As explained in a white paper authored by experts in the Mobile Marketing Association (MMA), the most successful mobile marketers now segment customer audiences based on where a recipient is — and has been. With this history, brands can acknowledge a customer’s lifestyle interests to deepen relevance — and relationships.For example, the authors share the case study of the frozen yogurt brand Pinkberry. By considering customer location history (like visits to health food stores, gyms and similar wellness brands) in tandem with present location data, Pinkberry was able to deepen the relevance of messaging beyond the purely promotional. The shift resulted in a 100% increase in mobile marketing campaign results.Related Article: Mobile Marketing: Growth Tactics from Google's Latest Announcement
The inherent nature of mobile communications demands creative that is conducive to a mobile device’s screen size, functionality — and the user’s daily patterns. As digital marketer Shawn Aguilar explains, even mobile banner ads, one of the most commonly known mobile marketing ad formats, have shape-shifted significantly since inception.Where mobile ads were once limited in size options and static art, capabilities for messaging and creative now include the ability to create ads that shift, slide, expand and transform into rich art and video. Despite the options, however, the impact a mobile message stands to deliver is still contingent on relevance: To the device the audience uses to receive the message, and to where and when they interact with the ad.Before determining the best mobile marketing creative approach, ensure that you have the user data to support the approach. For example, if your mobile ad message involves video and sound, confirm that your users will receive the message at a time of day those features are available to them. For example, teenagers who are in school, or professionals who work in an office likely won’t be able to hear your message during typical daytime hours, compared to the nighttime or on the weekend. Related Article: Mobile Marketing Analytics: Which Metrics Measure Success?
Brevity is the norm of mobile communication. Text messages have replaced full sentences. Social media demands that users get to the point, limiting thoughts to 140 characters, and in some cases, replacing words with images. The same norms apply to mobile marketing messages.Aside from screen-size constraints, users tend to engage with mobile devices in the midst of doing other things. Though tools like mobile videos can be a means to capture attention, tell a complex message, incite emotion and deliver a call to action, the time limit for user interaction is about 15 seconds, according to Digiday. In some cases, even that brief a message may require a “preview” of no more than eight seconds to capture attention.Text-based mobile messages, which stand to deliver a 99-percent open rate, according to MobileCommons may be inexpensive — but are no less demanding in terms of the need for quick-hitting impact. Messages should be brief enough that no “scrolling” is needed. In less than 10 words, the message recipient should understand “what” they stand to gain from a mobile message, and be interested enough to click on a short link for more complete offer detail.Mobile ad messages can be a high-impact, low cost marketing tool perfect for smaller budgets and small businesses. Despite their efficiency and potential benefits, however, mobile messages still demand that marketers have a strategy and understanding of the campaign, its objectives and its audience, just like traditional advertising and marketing messages.
Full article can be found here: http://www.business.com/mobile-marketing/be-where-the-people-are-a-simple-guide-to-mobile-advertising/