While email may seem like a more traditional type of marketing compared with the hype of social media and other tools, email marketing is still alive and well in 2016. Marketing directly to interested customers through email newsletters can prove to be a valuable resource that can keep them connected to you and allow you to share the information you want them to hear. When you have a plan in mind as well as rich and interesting content you can gain a lot from your email marketing strategy. Setting up a newsletter template with a theme and varying content on a predictable schedule can be an effective way to reach people on a regular basis.
One of the important things to keep in mind when working on your email marketing campaign is to personalize the messages you send out based on your customer’s demographics and buying habits so that you are communicating directly to them. Think about your target market and how to overcome any obstacles that prevent them from buying. You should collect as much information as you can through helpful tracking tools and customer surveys so that you understand all of your customers’ needs and cater to them appropriately. Another important strategy when it comes to email marketing is optimizing your newsletters for mobile use. Most customers take their shopping experience with them on the go so your emails must use a simple layout that translates well onto a smart phone. An email that is too complicated will not load well and you risk people unsubscribing due to technical issues.
When you are sending out marketing newsletters it is crucial to think about content and creating quality information that is useful to readers. Emails that are too “salesy” are likely to be ignored but educational topics that are full of helpful tips are something that customers are more inclined to take the time to read. Topics for email newsletters should be closely related to your products or services but also provide information that is universal. Content that addresses the concerns which most affect your customers will be more appreciated than an email simply asking them to buy something.
The final strategy that can help improve your email marketing campaign is using tracking techniques so that you know what works and what doesn’t. Determining the level of reader engagement through your email newsletters can help you gauge how to alter or tailor your emails to better suit your audience. Tracking to find out if customers are opening your emails, clicking on links, sharing, responding or even unsubscribing can give you a better idea of how effective your current campaign may be. Making adjustments and tracking their effects can be a great way to fine-tune your newsletters so that they are getting the results that you want for your company.
With social media marketing, it’s usually a “one and done” type of deal. A post is posted, shared, or Tweeted, never to be repeated again. At least, that used to be the idea of how things were to be done. Nowadays, there are ways to extend the life of your website assets and even share them multiple times on social media. Here are a few ways you can get more mileage from your website assets through social media marketing:
Throwback Thursdays and Flashback Fridays are very popular social media trends and the good thing is that you can participate every week! Whether it’s re-sharing an old post, or re-posting a nostalgic Instagram post, these are all acceptable ways of keeping your old content and social media posts alive. As we near the end of 2015, sites like Facebook are keen to remind us of past events. Don’t be afraid to incorporate these trends into your social media campaigns.
The purpose of evergreen content is that they stand the test of time. This wouldn’t be possible if you weren’t constantly adding new content, information, and features. Even though the content exists on the same web page and URL, feel free to re-share it on social media once you get a new features such as: video, Q&A, infographics, reviews, and more.
Do you have a particular popular blog post that you’re proud of? Feel free to follow-up on that subject to make a part 2,3 or A,B. This also creates linking opportunities for SEO.
If you have an engaging Facebook post with a lot of engagement, you can easily take a screenshot of that and re-ask or ask additional questions. Even if you want to just focus on one particular comment, you can take a screenshot or create a new image from that UGC (user-generated content) to give that topic new life.
There are many ways that your products/services can relate to current events. For example, if a skateboard manufacturer can tie their posts into recent news of hoverboards catching on fire… specifically to show people that their skateboards don’t spontaneously combust. Be creative!
Repurposing content and social media posts/ideas doesn’t have to be repetitive or trite. The key is to not overdo it and reuse at appropriate times! Check us out on Twitter and Facebook for more information and ideas.
Running a social media marketing campaign without a clear plan is like sailing a ship without a captain. You don’t want to be left aimlessly floating at sea or even worse… shipwrecked. If your campaigns have been on auto pilot for awhile, it’s easy to feel burned out. But don’t give up yet!
Consistency is one of the hardest parts of maintaining an active social media account. If you feel tired or burned out, it’s not a good reason to give your social accounts a break. Regular posts are needed to keep your accounts in active order. Even if it means posting about articles that aren’t your own, interesting videos, inspirational quotes or pictures. These are also things that will help break up the monotony of your usual “business” posts. Although it can seem tedious, it’s the beginning of the battle into keeping a fresh social media account.
You may have seen athletes, big businesses, or even local accounts incorporate prize giveaways into their social media posts. On Instagram, EnjoyPasadena does a good job of promoting a scavenger hunt through a series of posts and getting followers to use the hashtag. The idea is that EnjoyPasadena posts a clue or riddle about a location in the area where the prize is located. The first Instagram follower to find it will get the prize! This is much like the Hidden Cash Social Media accounts that caused a frenzy last year. But when done in this matter, encourages engagement while promoting local businesses.
Synergy. Your business is more likely to succeed when the goals are aligned. Luckily, this is very possible through social media. For example, if your business aims to increase referrals you can attack it from all social angles: email blasts, Facebook posts (and Sponsored posts), Twitter updates, and Instagram pictures.
Nowadays, it’s rare that you’ll discover a new social media tactic that hasn’t been utilized before. But the purpose is to try what’s new and effective for your industry. Follow us on Twitter, Instagram, Facebook, and Google+ and contact us for more information or ideas for your social campaigns.
Yelp Elite Squad, meet Google Local Guides. Though Google’s program for City Experts was first launched in 2013, Google recently renamed and re-launched the program dubbed Google Local Guides in an effort to make a stronger local push.
Much like Elite Yelpers, Google Local Guides have to sign up to participate in the program and meet certain criteria. Also like Yelp, Google’s program also benefits Local Guides based on a point system that is based on reviews. Local Guides get the opportunity to preview Google apps and services, receive 1 terabyte in Google Drive storage space, and even a chance to meet other top Local Guides at Google’s main campus!
Our first inclination is to “Yelp” a new or unfamiliar business. Yelp reviews can make or break a business. It can be said that the Local Guides program is Google’s effort to invite tech-savvy thought leaders to harness that energy and put it into Google Local instead of other third party review sites, like Yelp.
In influx in reviews for local businesses not only helps the business but it also helps Google. By bringing in more user-generated content, it gives searchers a reason to search, browse and stay on Google for a longer period of time…instead of clicking away and going onto another review site such as Yelp and Zagat.
Gaining user reviews in a “natural” way without explicitly asking is difficult and tricky. And yet Google and Yelp are making it more difficult for businesses to be visible without a good amount of positive reviews. Check out more about Google Local Guides in the video below and let us know what you think. Will you be signing up for Google’s Local Guide program any time soon?
Over the years, you have probably accumulated many pages, articles, and press releases – some that probably have overlapping or duplicate topics. Organizing a big, messy site is a challenge but luckily it can be done in steps. The biggest mistake you can make is not starting.
It begins with taking inventory of all the pages on your website. Don’t forget about folders, folders in folders (if applicable), and any subdomains or other strange anomalies. Use a tool like Screaming Frog, Moz, or LinkSleuth to extract header/title tag information. In a spreadsheet, you can see which topics overlap.
Once the pages are organized by main category, you can rename them with an SEO friendly URL, minimizing repeating keywords and/or dashes where necessary. Take a look at this article: https://moz.com/blog/15-seo-best-practices-for-structuring-urls for some tips.
For Users: Why should you bother to reorganize and restructure a website you ask? The #1 reason would be for enhancing user experience. With pages put in the appropriate directory, with URLs that accurately describe the content, potential customers will be able to easily tell where they are going and where they are.
For Internal Linking: Restructuring URLs to be more organized and intuitive will enhance with your own internal linking and SEO. Having a structured system means that your website is more easily crawled by search engines and that is always a good thing.
The content on your website should be intuitive, intentional, and serve a specific purpose. If you have a random collection of content, it might not be the best to hold onto everything hoping that it will capture some of the right traffic. Having multiple pages on the same topic isn’t all that helpful and can even be diluting your link juice and ranking ability. Instead of having pages compete against each other on your own site, it may be helpful to combine them to make a longer, informative web page.
Remember, pages can’t just be deleted and left alone. 301 redirects and changes in the .htaccess are important and your newly renamed URLs may cause havoc if these steps aren’t taken properly. You may need the assistance of an experienced webmaster to make sure that the right measures are taken so that your site doesn’t suffer from broken links and bad user experience.
The current trend for social media sites is to make business pages less like a static, boring old newspaper and more like an robust, engaging video channel. Check out this example of video as it’s featured on the ABC News Page. The video section on Facebook is becoming more in-your-face and this format is rolling out to Pages soon. Facebook isn’t the first or only social media site to take notice.
The idea of adding videos to Facebook Pages is transforming with current user behavior. As you might know, a majority of Facebook users don’t actually go to business Pages anymore. They consume posts directly from what they see updated from their Feed, without ever going to the actual page itself. And even with the individual post activity, that visibility is dwindling to single digit percentages when compared to the total number of fans.
The ideal length of an effective video depends on the business and target audience. On average, effective videos on YouTube are around 3 minutes long. Some say that more informative tutorial videos typically hit the 6 minute mark. Others argue that the average consumer doesn’t have that much time to spend and will only be willing to watch videos that are anywhere from 30 seconds to 1 minute & 30 seconds long.
If you’re interested in more options for your business, check out our reel to see what different options are available.
Videos give consumers something to look at and provide businesses with more content to work with on social media. This visual content serves the purpose of growing and maintaining a relationship with customers. Video can be used effectively even in the most “old-school” of social media tactics: email marketing. With the rise of HTML5, quick loading videos can be used in email blasts to establish authority, provide entertainment and increase conversions.
Throughout the rest of this year, expect the use of native video marketing to increase. If you need help or interesting ideas for video marketing for your business, call us today for a free consultation. We have different options including: green screen, product, bio, product videos and more.
In terms of social media networks, Instagram is one of the fastest-growing and widely used platforms around the world. It has experienced a meteoric rise since its $1 billion purchase by Facebook three years ago and the network now has 400 million active users making it a high ranking industry giant. Instagram can help maximize your impact with social media marketing and increase your search rank along with high quality content. With a new ad format that was recently introduced to advertisers, Instagram now offers us the chance to more frequently integrate the platform into a social media strategy. With a relatively young audience of 53 percent under the age of 29 it represents a premier opportunity for brands to expand their reach to millennials. Currently 32.5 percent of U.S. companies now use Instagram for marketing purposes and that number is expected to reach over 70 percent by 2017, eventually passing Twitter.
For companies already using Instagram as a marketing tool, they may know how to use the platform as a kind of digital photo album to increase brand awareness through images and hashtags. High quality images that look natural and less like an advertisement usually get the best response especially for more visual brands. Hashtags can also increase engagement with the photos, allowing you the chance to utilize popular and trending hashtags which can increase your search rank. While this approach is valuable, using the new ad format can add much more to a marketing strategy and help expand awareness of your company. There are now three types of Instagram ads available to marketers- image ads, video ads and carousel ads. These types of ads are closely related to their Facebook counterparts being that the platform is now owned by Facebook.
Image ads are similar to Facebook link ads but have a heavier emphasis on the visual. These provide the ability to add a call-to-action button to an ad to help drive web visits and while still raising brand awareness. Carousel ads allow you to add multiple images within the same ad to showcase more pictures and calls to action with a single targeting option. With video ads you can add up to 30 seconds of moving images; however call-to-action buttons are not yet available for that type of ad. With the new ad format Instagram can be seamlessly integrated with Facebook so that marketers can take advantage of numerous advanced targeting methods. Integrating both platforms with the new Power editor can ensure that you can reach your target audience through a variety of channels. Utilizing Instagram and especially the new ad capabilities can be a huge boost to your social media marketing strategy. If you are looking to enhance your presence and spread awareness of your brand these new ads could be the right choice.
In today’s market, everyone knows that high quality content is more important than keyword density and we need to utilize content marketing on all websites to be successful. However, simply creating content without a clear strategy may not be as effective. You must first figure out the type of content that you need to reach your audience and define what works best. Identifying your target audience as well as their needs, interests and surfing habits can help begin the process of creating the right content. There are certain methods that can be helpful in defining your SEO content needs so that you are not spending too much time producing inefficient content.
If you have an idea for the type of content you want to produce you can first look into the popularity of that content, whether people are interested and how they are searching for that content. This can be done by simply taking a look at search results based on certain titles, keyword phrases and related topics so you know specifically what people are looking for and what type of content already exists. Searching for certain keywords can provide insight into whether people are looking for product and solution pages or more information-based content. When creating a content strategy, you must analyze search results so that you know whether your content idea is something buyers will like and can perform well in a search.
To better understand what type of content you need you must also try to determine what information is necessary for customers to make a purchase. You can use analytics to evaluate what content is currently working or not working and how customers are interacting with the site. Using Google Analytics you can set up conversion paths and learn how visitors are moving through a site. Finding out what pages cause users to exit or which ones are performing well can help you evaluate what customers respond to the most. Looking into bounce rate and investigating the reasons why people navigate away from certain pages can help us understand what we need to give them in terms of content.
Since creating successful content revolves around what customers are looking for, one of the most effective ways to define your SEO content needs is to find out directly from customers. Using customer surveys and emails to get immediate feedback on what is working with a website can help you improve your content. Live Chat can also be a useful tool to see what sorts of questions users are asking or what kind of content they are looking for. All these methods can contribute to a better understanding of what users want so that you can create the kind of content that people are searching for.
When you make a new website, no one knows that you have launched a new brand, product, or company until you start using SEO. Through the search engine optimization process, your site gets recognized by people browsing the Internet from all over the world. Basically, search engine optimization is a process through which your site gets ranked on a search engine for a certain keyword through which people are then able to access your website and find what they are looking for.
First, you have to add your website to a search engine by using a webmaster tool. A search engine is then able to read website content and everything else on your site. It is a long process that takes few months, but eventually a website can reach one of top 10 positions on a search engine’s first page with a certain keyword. Basically, SEO is a kind of online marketing for getting a website on top of a search so that anyone can easily find it. SEO is a very popular method around the world for driving traffic to a website.
For example, if you are selling leather jackets through a website, then people will only be able to reach your store if you do search engine optimization on on the keyword “leather jacket”. When people search for “leather jacket”, your website appears on the top 10 page and the user would be lead directly to your store. The only way to get your store to the top search results for a “leather jacket” keyword search is to use SEO.
SEO includes two methods that can take your website to the top. The first way is ON page SEO, and the second one is OFF page SEO. These are the two most common strategies through which you can get your website on the top search page. If your ON page SEO is strong, then the OFF page SEO would automatically become stronger and you will be able to quickly get a good ranking
When you do OFF page optimization, it is important that you use high-quality content that is original. The search engine algorithm only gives preference to those websites that contain quality content closely related to the website’s subject. You cannot put any other subject content on the website. For example, if you are selling leather jackets, then all content on the website should relate to leather jackets. Usually, the off page optimization takes place on other submission websites to build the ranking on a search engine.