For Website Success, Think Quality First and Search Second

For Website Success, Think Quality First and Search Second

If you want to get the most out of your blog post and website content, focus on your readers, not Google. So you’ve spent a lot of time and effort to build what you consider to be a pretty good website. There’s just one problem: It’s not performing for your business the way you wanted or expected it to. It’s probably not any comfort to you, but that is not only a common occurrence, but a nearly universal one for most small businesses. Your “great” site sits there, unloved and unvisited. Traffic sits stagnant; products remain unsold. And you get discouraged – especially when you look at your Google results. If you see your site listed at all, it’s clinging to the bottom of the first page results – if you’re really lucky. If you’re not, it’s buried in the no-man’s-land behind page two, where no one dares (or bothers) to tread. Typically the problems don’t have so much to do with the site itself as they do with expectations – particularly as related to  what a site is supposed to do, how search engines work and the actual value search provides. First of all, there is a widespread – and erroneous – perception among many businesses that a website is a form of advertising. It isn’t. It is a marketing channel; it does support advertising initiatives; it can be  a powerful way to draw attention and customers to your business. But it isn’t advertising. Advertising is necessarily interruptive; it appears before your prospective customer without them having to do anything. TV spots, banner ads, print ads, marketing emails,...
How Advanced Analytics Tools Empower Businesses

How Advanced Analytics Tools Empower Businesses

If you’re old enough, you recall a time when the mark of a website’s success was the number of “hits” it received. Remember that phrase? If so, it’s probably in the context of hearing or seeing someone boast about how many thousands, tens of thousands, or millions of hits their website got. It was meaningless, of course, indicating essentially nothing about how many actual human visitors there’d been, and even less about what they did while they were there. Users remained largely unknown and unknowable, unless they ordered something or signed up for a newsletter. The pendulum has a way of swinging, of course. Data privacy is a significant issue today, in part, because the tools available to monitor, track, and learn about users have become exponentially more powerful, providing vast opportunities for abuse. Major enterprises, marketers and agencies have become experts at harnessing these tools to get pinpoint-precise customer information. Meanwhile, smaller companies struggle to even find the playing field, let alone understand the rules. Online marketing success increasingly depends on clearly understanding analytics and the tools used to obtain them. Apart from gathering baseline data provided by tools like Google Analytics, few companies have the time or resources to pursue serious analytic research in-house. This is especially true considering the new, sophisticated tools available that go far further in providing detailed insight into customer behavior and site usage data. Today’s customers are a lot more sophisticated, and they demand a lot more from the online sites and services they visit. With expectations high, it’s important to make the visitor experience to a company’s web and social presences...
Creating a Successful Email Marketing Campaign

Creating a Successful Email Marketing Campaign

As a business owner, the most important asset that you have is your email lists. With this, you can create a successful email marketing campaign. There are two lists that you should populate. The first list is the one containing your current and previous customers. The second list is those people who have signed up to receive information from you. These two lists are not mutually exclusive. As a result, some consideration must be given to duplication of names. Let’s take a look at how this plays into your email marketing campaign. Why are Email Lists Important So, why are these lists so important? There are two reasons. The first reason is that you already have their email address and the second is that they must have liked you enough to allow you access to their inbox. You don’t have to beg for their attention on social media hoping that they will “click” on your landing page and provide their email address. You already have it. It is well known how difficult it can be to get new people on your email list. It requires many impressions before you even get one “click”. Those people that give you their email address are even smaller in number. The fact that they liked you enough to give you their email address is a positive sign. As a result, you must take advantage of those addresses you have with your email marketing campaign. What is Email Marketing Email marketing is a direct marketing strategy. You are sending information directly to their inbox. Considering this information, what are the most important aspects of...
Three Most Important Elements in a New Blog

Three Most Important Elements in a New Blog

When starting a new blog, it can be difficult to know which elements are the most important. For many, it’s intimidating to try and determine what things are a must and what items you can implement as you become more skilled at blogging. The elements of a blog range from voice to SEO, hyperlinks to CTA, and which buttons to use. You might be surprised to discover which elements of a blog are the most important when marketing your new product, service, or information. It is overwhelming and intimidating to think that you need to incorporate all items in your first post to market yourself successfully. People only spend 10-20 seconds on a website before clicking back to search for another post. So, what can you do to get your blog noticed and the most time spent on your blog as possible? While all the above aspects of a blog are important, it is best to focus on the three most important elements of a blog when starting out. Then, as you become skilled, you can add additional elements to your future blog posts. Let’s take a look at the three most important elements of your new blog. A Compelling Headline If your headline does not grab attention, then your potential audience will not click on the link to learn more. Grabbing the attention of consumers is hard. Items that will help in grabbing attention include uniqueness, problem solving, specifics, and implications of urgency. Unique content takes a specific spin on content that is already available to your customers. When it comes to problem-solving, think of a specific problem...
Five Tips for Video Marketing Content

Five Tips for Video Marketing Content

Video marketing is on the rise. As popular websites like YouTube and Facebook increase opportunities for advertisers, it’s more important than ever to refine and develop your video content strategies. Here are five tips for making better video marketing content. Create a Distinct Style Make sure your videos reflect the unique elements that make your business special. Additionally, your video marketing content should always visually pair with the atmosphere and tone of your website, which also includes your written content. Likewise, you want to sync with your brick and mortar locations as well. For this reason, you need to create a specific look. For example, if you feature clean, professional layouts, then opt for white backdrops, shadow-less lighting, and lots of direct eye contact with the audience. It’s a very basic look, but it emphasizes your business’s style and professionalism. Build a Story Always leave watchers wanting more. Therefore, when using DIY tutorials to draw in your audience, you want to discuss how the project works with past creations. Moreover, set up the next installment by addressing the problem it will fix, or point out the leftover supplies you might use in a follow-up video. No matter what kind of content your videos feature, make sure they’re clearly connected. Thankfully, you don’t necessarily need a traditional plot to build a narrative. Balance Video Marketing with Useable Content Ultimately, your video content should lead to conversions. That doesn’t mean every video needs to bring a fresh wave of website traffic, though. Take time to sink the hook in deep. Make sure the videos have value to the watcher. It may...
Six Reasons You Need to Verify Your Business Listings Right Now

Six Reasons You Need to Verify Your Business Listings Right Now

Really, how important is verifying your business listings? You might be surprised to learn that verification is crucial to your business. To perform well in any online marketing strategy, you need to prove that you’re a true representative of your business. Failing to do so leaves room for lost opportunities and smear campaigns. Correcting Misinformation Modern consumers are far more likely to look online for information about an interesting business than they are in a phone book. If your information online isn’t accurate, then you’re inviting disaster. In the age of speed and convenience, a potential customer who is embarrassed by calling an old, inaccurate number isn’t likely to try another. Instead, they simply take their business elsewhere. By verifying your business listings, you take advantage of the opportunity to fix such errors. Creating a Reliable Image for Customers As an online business, you want to control the information that people see. However, when you neglect to verify your business listings, you lose that control. If you want to create a smooth, multichannel selling experience, you need to make your listings somewhat uniform. Differences confuse users. Of course, an officially verified business account also helps you appear far more professional. It isn’t as always visible as the check marks next to business names on official Twitter accounts, but it’s the same principle. Preventing Fraud or Sabotage Obviously, corporate sabotage isn’t common for small businesses. However, an angry ex-employee or even personal connection could cause serious damage to your online reputation in a short amount of time. When you verify business listings, you gain access to additional features. These features...