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Marketing Monday

Rev Up Your Online Sales: How to Craft an eCommerce Marketing Strategy

Rev Up Your Online Sales: How to Craft an eCommerce Marketing Strategy

 

Looking for a new eCommerce marketing strategy?

Did you know that last year eCommerce accounted for over $504.6 billion worth of sales online? And that’s only in the US. By 2023, that number is projected to reach $735.4 billion.

Those numbers tell us one thing, loud and clear. If your eCommerce sales aren’t high, it isn’t because the industry is bombing. The problem lies, instead, with you.

So, the question is how do you fix it? First, you must track down the hole(s) in your system. Chances are the issue resides in (1) your products or services, (2) your customer service, or (3) your marketing campaigns.

For most of you, the issue is your marketing. Don’t worry, the article below details 9 tips from expert marketers to ramp up your online sales. When you’re ready for sales to explode so you can finally take that trip to Tahiti, read on.

1 Use SEO in Your eCommerce Marketing Strategy
If you haven’t heard of SEO before today, then it’s time to learn a new term. SEO stands for search engine optimization. Essentially, it’s a group of mechanical strategies to improve your ranking with search engines.

AIs now run search engines like Google, Bing, and Yahoo! Though they can process huge quantities of data, they’re still no substitute for a human brain. That is to say, they’re not a substitute yet.

They’re making great strides toward emulating human logic, but they haven’t achieved that goal. Until they do, they need your assistance to accurately match your website to a user’s query. When you do that, you’ll see a rise in your website’s page rank.

When your page rank jumps, so do your website traffic. And more traffic equates to more sales, which is exactly what you’re looking for.

You can do the SEO changes yourself with tools like the Yoast SEO plugin and Moz SEO bundle. Some companies, like SEO Explode, suggest you include “local SEO” in your strategy because it’s the biggest up and coming trend. Search engines like Google and Bing are using it to help small businesses compete with larger conglomerates.

We recommend you try to make the changes yourself before seeking outside help. That way you’ll have a better understanding of the subject matter, even if you decide to outsource the work eventually.

2. Focus on Existing Customers
Why waste your money tracking down new customers when you haven’t fully utilized the ones you already have? Instead, focus your efforts on customer retention. Loyalty can have a great impact on your bottom line.

When you compare new customers to loyal customers, new customers:

Have fewer items in their shopping carts
Have lower conversion rates
Generate less revenue when they visit your site
Loyal customers are already familiar with your brand. They have no learning curve because they already know how to use your products. Best of all, they’re more likely to refer friends and family.

Focus your efforts instead on a customer loyalty program which gives buyers an incentive to spend more when they shop. You can either create a program to upsell customers or simply increase the number of products you sell. Either will improve your bottom line.

3. Go Mobile
Did you know that roughly 79% of Americans shop online, and 51% have bought at least one item with their smartphones? Wow, 51%? Half of your revenue comes from smartphones.

But how can you capitalize on that?

Simple, design your site first for smartphones. Then design for desktops. Websites designed for mobile devices require dozens of small tweaks, many of which aren’t even noticeable on desktops. Mobile devices are tougher to design for.

Get yourself a mobile responsive theme, if you don’t already have one. If you didn’t build the site yourself, hire a web designer to build a site that works well on both mobile and desktop devices.

4. Use Icons that Show Your Trustworthiness
There are over 1.63 billion websites in operation today. Many are outdated, and some are scams.

Buyers face the prospect of being scammed each time they head to their digital checkout counter. If you want to improve your sales, put their minds at ease. Use icons that prove your trustworthiness.

First, make sure your site is using a secure, SSL certificate. Buyers can see whether your site is certified by checking the URL box in their web browser. If your site is certified, the word “Secure” will be shown before your web address.

You can also add icons, like those given out by the Better Business Bureau, VeriSign, and PayPal. Make sure you show these badges on the checkout screen and next to any forms that visitors need to fill out.

5. Improve Your Copy
The copy is the text on your page. Unfortunately, it’s the most overlooked element on eCommerce sites. They focus instead on optimizing images and page layouts and forget about the words. But the words are what prompt your customers to buy your products.

We recommend you focus first on learning how to write copy. You can use the copywriting skills you pick up on literally every page you create. It can sway customers who are on the fence, and persuade buyers who aren’t sold on your products.

6. Accept Different Payment Options
One of the simplest of the eCommerce tips and tricks is to offer more payment options. All digital stores offer credit card options. Make sure that yours include Mastercard, American Express, and Discover.

The more options you offer, the less likely you are to lose a potential customer due to payment conflicts. That’s why you shouldn’t stop with credit cards. PayPal is also a must nowadays.

You may also want to look into Apple Pay and similar services. The financial landscape changes quarterly, so be sure to check for the latest trends.

7. Don’t Miss Out!
Fear of missing out (FOMO) is arguably the greatest sales tactic that marketers can use to boost their sales. When you create a sense of urgency, buyers are forced to make a decision. It forces those fence-sitters to buy rather than continuing to browse the web and forgetting about you.

An essential part of eCommerce marketing focuses on conversion rates. In other words, how many visitors actually make a purchase on your site and how many are just window shopping?

The easiest ways to implement FOMO is to create a limited number of items being sold. The other method is to use a timer and count down to the end of the sale.

8. Focus on the Holidays
Holiday times are historically the times that consumers are most willing to spend money. If you create marketing campaigns specifically for holidays, you’ll see a greater return on your investment.

Black Friday, Christmas, and Valentines Day are absolute musts. Other holidays include things like Cyber Week, Spring Break, and the Fourth of July are also big sales days.

9. Showcase Your Top Sellers
You want to get the most mileage out of what you already have available. That’s why we recommended you focus on your loyal customers. It’s also why we suggest you put your top selling items front and center.

There’s a reason those items are selling well. Capitalize on it. Put them directly under the hero image at the top of your page, so all your visitors will see them. It’s guaranteed to improve your sales.

Marketing Monday

10 Content Marketing Examples And Ideas That Are Perfect For Moving Companies

10 Content Marketing Examples And Ideas That Are Perfect For Moving Companies

 

Are you looking to create content marketing strategies for your moving business? Maybe you feel a little overwhelmed about finding creative ways to draw attention and attract new business.

Fear no more! You have come to the right place. We have put together an article detailing 10 content marketing examples you can use for your business.

First, let’s look at what content marketing strategies are about.

What is Content Marketing?
Companies use content marketing strategies in order to attract the attention of potential new customers and then retain them long enough to gain their business.

These strategies are not simply producing content but creatively weaving content in a way to make it interesting.

Here is a list of steps you want to follow before you start implementing content marketing in your moving business:

Designate someone to be in charge of your content marketing
Define the mission or purpose of your marketing
Publish daily or at least very regularly
Publish content that is popular with modern culture to gain audience attention
Choose between using a branded or unbranded content hub
Optimize subscriber building
Implement Content Marketing ROI to determine your engagement and reachability
Once you have looked at these steps, you can look at several content marketing examples of techniques to use for your moving company.

Content Marketing Examples
When implementing content marketing techniques for your business there are many ways to creatively draw attention. Let’s look at 10 examples of content marketing techniques you can use.

1. Blogging
Blogging is a great starting point for content marketing. It allows you to draw attention to your social media presence and attract followers. Here are a few blogs of companies that are successful:

Buffer
Hubspot
Rip Curl
Write an article about several things that stand out about your moving company and title it something like “5 Reasons Our Moving Company is Unique.”

2. SEO through Social Media
Social media platforms are incredibly important when marketing for your business. Followers and visitors who share your content generate more traffic for you by indirectly helping your SEO search rankings.

An example of this technique is Lush cosmetics. Lush encourages social media users to post pictures or videos of their products with hashtags for Lush cosmetics which puts their products in front of many more potential customers.

By implementing SEO tactics on their social media platforms, they have generated over 4 million followers!

3. Video Content
Consider driving awareness for your brand through video ads. YouTube is the ideal platform for video ads and a great example of a company that used this strategy is Hootsuite.

They took the popular show “Game of Thrones” and grabbed the attention of viewers to weave this topic into their brand. They titled their video “A Game of Social Thrones” and then proceeded to tell a relatable story.

4. Images
Images with the fewest words possible tend to be the most powerful. Instagram is a great platform example for using images to generate business.

A perfect example of a company that uses top-notch photography techniques when marketing their products is Rolex. This iconic watch brand relays the timelessness of their timepieces through pictures that emanate quality.

5. Pithy Slogans
You want to designate a creative person or hire someone specifically to come up with a creative saying consumers can associate with your brand. A great place to find someone for the job is Upwork.com.

Here is a list of several companies with incredibly successful slogans:

Nike: “Just Do it!”
KFC: “It’s finger-lickin’ good”
Dunkin’ Doughnuts: “America runs on Dunkin’”
Coca-Cola: “Open Happiness”
McDonalds: “I’m lovin’ it”
If you can hire someone to come up with a witty saying that encapsulates your business the way creative writers wrote ones for these successful business examples, then they are worth their weight in gold!

6. Create an App
Charmin has a great reputation of incorporating humor into their ads but that’s not all they have done to build their success.

Another one of their successful marketing strategies is their development of the “Sit or Squat” app. This app allows people to find the nearest and cleanest public bathrooms to their location.

So far, their app has boasted over 100,000 downloads!

7. Resources and Ebooks
Simply Business is an insurance firm located in the UK. Sounds boring right? Wrong. They actually produce ebook guides and resource tips for other small businesses from event planning to local moving companies.

One example they’ve written is “The small business guide to Facebook.” They have generated thousands of shares and likes from their customer audience, boosting their company visibility and driving traffic to their site.

8. Personalization
It’s basically guaranteed you have heard of Coke’s “Share a Coke” campaign unless you have been living under a rock. Coke targeted consumers with a personalization tactic.

The reason this campaign was so successful was that its products incorporated 150 of the most popular names on the packaging. The emotional connection between buyers and the coke products are what made the bottles fly off the shelves.

9. Infographics
People generally are in love with reliable data displayed in a simple manner. These data report images are shared by social media users all the time.

Shutterstock is an example of a company that uses infographics. Since their business consists of images, they have created a resource that anyone can use called a creative trends report.

10. Relatable Humor
Does anyone else watch the Superbowl just for the Geico Car Insurance commercials? Geico is the perfect example of a company that could be considered a boring service but uses humor to make its company anything but boring.

Not only do they incorporate humor in their commercials, but they employ slant humor between their name and their mascot. In some dialects “Geico” can be the pronunciation of the word “gecko” and by associating their mascot of a lizard with their name, they achieve the goal of capturing your memory.

Now that you’ve read about many examples you can implement in your content marketing plan, you are ready to start your content marketing strategy.

Standing Out in the Crowd
At the end of the day, you want to choose content marketing examples for your moving business that appeal to people through emotion (telling powerful stories), personalization when possible (like Share A Coke), and honesty (gaining consumer trust).

Thanks for reading and be sure to check out the rest of our blog for other business tips and strategies!

marketing
Marketing Monday

5 Point Successful Social Marketing Plan

5 Point Successful Social Marketing Plan

Have you been hoping for a social marketing strategy that works? Have you been overwhelmed with all the crowd noise that is shouting “come to me, and I will show you how to become a millionaire in a short period of time”? The clutter is annoying, now isn’t it?

 

In this article, I am going to explain a 5 point plan that will provide you with a successful long term social marketing plan.

 

Let’s begin by understanding the ingredients of the 5 point plan.

 

  1. Pay Per Click (Google, Yahoo, Bing, Facebook)
  2. Social Media (Twitter, Facebook, and others)
  3. Content Production (Articles & Videos)
  4. Ezines & Email Marketing (Articles, Blogs, etc.)
  5. Relationship List Building (AWeber)

 

Pay for click: A performance-based activity that will provide fast results and big traffic. Every top producer #1 strategy. As a beginner, be aware of the competitive nature of obtaining top rankings. Also, it is easy to lose money quickly.

 

Social Media: Provides free set up, Lead generation activities, and personal branding. Lots of traffic potential for doing business in a very small advertising budget. Perfect for establishing your personal brand.

 

Content Production: Provides free set up, allows for ranking on Google front page, and allows for lead generation activities. Essential for personal branding. A perfect opportunity to make a video and place it on YouTube and others. You may want to only use written material to participate.

 

Ezines & Email Marketing: An easy start for beginners. Also friendly on the advertising budget by providing low-cost leads.

 

Beginners sometimes are reluctant to write articles and blogs with the feeling they can’t write. No worry, there are lessons that teach you copywriting as well as email marketing techniques and practices.

 

Relationship List Building: This is a key skill of all top producers. Essential for developing leads, applications, new members, and sales conversions. Personal branding positions you as the authority/expert. This process may be automated using the likes of Aweber.

 

By understanding each of the five points, you can become hugely successful in social marketing. Above all, you need a well-balanced marketing system.

 

Article Source: https://EzineArticles.com/expert/Lowell_Daisley/356428

Social Media Marketing
Marketing Monday

Do You Know the Difference Between Social Networking, Social Media and Social Marketing?

Do You Know the Difference Between Social Networking, Social Media, and Social Marketing?

When I discuss social networking, social media, SEO, SEM, and social marketing with small business owners for the first time, many are overwhelmed and confused about what they really are and how they impact their business. They know that they are all important, but not sure why. They know they need to establish an effective social web presence, but not sure how. If you feel similar frustration, let me share a little light on a couple of these subjects.

 

What is Social Media?

 

In a nutshell, social media is content designed to be disseminated through social interaction, created using social tools such as social networks, business networks, forums, bookmarking, video sharing, etc. Social media are web-based technologies that transform traditional broadcast media monologues (one to many) into social media dialogues (many to many). It allows you to not just talk at your customer; it allows you to talk with and interact with your customer in a way that was never possible before.

 

What is Social Marketing?

 

Social Marketing is the actual marketing strategy and implementation of your efforts to effectively market yourself on the internet utilizing social media and social networks as well as related strategies that utilize SEO “Search Engine Optimization” and SEM “Search Engine Marketing/Monetization.”

 

Wikipedia describes social media marketing as:

 

“the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube.”

 

Where I believe that most small business owners run into trouble is that they see the action side of social marketing and not the planning side of social marketing. The action side has two primary components:

 

  1. Create traffic through videos, tweets, or even blog entries that attract attention, link energy and become viral in nature. Traffic and link energy is the element that makes social marketing effective, it replicates a message, not through the purchase of an ad, but thorough user to user contact.
  2. Identify and connect with visitors and capture targeted connections, prospects and customers. Building a base for your brand or company to grow from.

 

Action for the sake of it is ineffective. Many company’s implement social media marketing campaigns because they either are told it is important or their competition is doing it. They jump in doing what they see and hear everyone else doing, accomplish nothing and become frustrated by the time and money that they have wasted.

 

Defining Your Small Business SMS “Social Marketing Strategy”

 

Before you jump into social marketing head first, you need to establish an effective SMS “Social Marketing Strategy” that will identify

 

  • What are your internet presence goals and objectives? (Develop a contact list, website monetization, marketing information, brand development)
  • Who is your target connection and customer that you want to attract, identify and capture?
  • What are the most effective social networks and media tools to reach your target and achieve your goals?

 

You can not be all things to all people. Only after you ask and answer the three questions above can you develop and implement an effective social media marketing campaign that will be successful and achieve your goals. Now you may have multiple plans, using multiple social resources, but the key is to always start with the SMS!

 

Article Source: https://EzineArticles.com/expert/Bill_Sifflard/417539

 

seo a scam ?
SEO Tips

SEO a Scam? The Truth About the Industry

SEO a Scam? The Truth About the Industry

I frequent many SEO and Web Marketing forums on a daily basis and every so often there is a debate about the SEO industry and ethics. After being involved in a number of these debates, it has become really obvious that the main problems are the facts that no two SEO companies are alike and there is no unified methodology. It’s very hard to make statements about the industry as a whole because it’s debatable what exactly ‘SEO’ is. Mix in the fact that most SEO companies keep their methodology and campaign strategies secret and we have a situation where every company is totally different with very different results.

 

Fact 1 : There is no unified SEO methodology. SEO is actually defined by wikipedia as a process of improving traffic from SERPs to a site. Of course, HOW they do that is the real question and causes the debates.

 

Fact 2 : The effectiveness of an SEO campaign depends on the site structure, site content, keywords, methodology used, and how popular the site is. A site cannot just rank for any random keyword. SEO is also not voodoo. It is logic, problem solving, and Web marketing mixed together. If your site provides no value to users, it probably won’t rank.

 

Fact 3 : Some ‘SEOs’ do search engine optimization and some do search engine manipulation. Of course, it is all marketed as SEO. Unethical optimization provides results at any cost and is always short term (usually ends in a banned domain name). Ethical optimization opens up the site to the search engines and provides long term benefits.

 

Fact 4 : Most SEO companies get paid whether or not your site gets any rankings. Unfortunately, this is the case with the industry. Most SEO companies implement A, B, and C and move on to the next client. Hopefully, the site ranks. If it doesn’t, they always have more clients.

 

Fact 5 : Most SEO companies use both ethical and unethical inbound linking strategies.To maximize profits, it is very common for SEO companies to buy bulk links from India, links on spam/scraper web sites, or sell large directory submission packages. It is also common for SEO companies to place huge amounts of the contract into inbound linking to make up for the poor quality of the site optimization.

 

I don’t think it is fair to characterize the industry as a whole without figuring out what is wrong with it and how SEO companies can overcome it. So how exactly do we determine what is good and bad about the industry? I have now been involved with the Web for over 10 years and, specifically, with the SEO industry for almost 4 years and I’ve seen the inner workings of major SEO companies and worked with clients who had been burned by their previous SEO campaigns. Combined with numerous Web postings and forum debates talking about the same basic problems, I’ve compiled a list of the most common issues.

 

Problem 1: Responsibility for Results

 

It’s no secret that the vast majority of SEO companies take no responsibility for results. It is a fact that no SEO company can guarantee results (and if they do, they are lying to you). It is also a fact that the client is taking a risk by spending money with an SEO company that basically says ‘We’ll do what we can’. SEO companies simply guarantee they’ll do the work to ‘optimize’ the site, but without full disclosure of their methodology, what exactly is the client paying for? No other industry sells a product with no guarantees and no specific list of work that will be completed. Of course, SEO work is basically the sales of information and keeping the specifics of a methodology is important, but the combination of secrecy and no responsibility for results really makes SEO campaigns risky. So, how can an SEO company reduce the risk for the client and provide the best grade of service?

 

Answer 1: Incentive Based Pricing

 

The only real way to reduce the financial risk of the client is to share the risk. Through incentive-based pricing, the SEO company can charge a certain percentage of the total contract (say 70%) to cover their intellectual property and time while placing the rest of the contract price (remaining 30%) in incentives for success. Of course, incentives and their percentage of the contract would be totally relative depending on the campaign. This first step into sharing in the risk provides both reassurance to the client that the company believes in its methodology and places some of the financial burden of the campaign on the SEO company. At the moment, however, very few SEO companies are willing to share in the risk and charge the same price whether the client gets top rankings or no rankings at all (or possibly even lower rankings).

 

Problem 2: Unethical Optimization

 

Unfortunately, unethical (or blackhat) optimization is still very prominent on the Web. It’s also unfortunate that ‘SEO’ has been mistakenly confused with ‘Blackhat SEO’. This is still the biggest problem for SEO companies. Saying that all SEO companies deal in blackhat optimization is like saying everyone who emails is a spammer. Blackhat optimization is not optimization at all…it is search engine manipulation. Because there is so much money tied to top rankings, there will always be a market for unethical SEO and search engine spam. Until companies realize what is ethical and unethical and stop supporting those blackhat SEO companies, they will continue to thrive. This makes the industry as a whole look bad and does not reflect the ethics of good SEO companies. Blackhat provides fast, short term results, but is never a good option in the long run.

 

Answer 2: Ethical Optimization

 

There is no quick and easy solution to blackhat optimization’s stain on the SEO industry. I would suggest that all marketing departments research optimization techniques and educate themselves on what techniques are unethical. No SEO company is going to say they do unethical optimization. It’s also not a good idea to immediately trust a company or product based simply on their rankings. Unethical optimization DOES provide rankings…just not for the long run.

 

It would also be helpful if the major search engines would be more open and accessible to SEO companies. Currently, the major search engines and SEO companies do not deal with each other and have formed a sort of love-hate relationship. Because of this, many ethical SEOs have slowly moved into dark territory. Ethical optimization seeks to make sites more easily accessible to the engines and help to improve the engine’s search results. The problem is that the search engines mainly clump all SEO companies together the same way as uninformed users do: search engine manipulation. This is just not the case. Search engines do not want to reveal what they consider unethical because it would basically be providing a list of holes in their algorithms that blackhat SEOs would be able to manipulate further, but a defined list of ‘what not to do’ would provide a definitive list for businesses looking for an SEO company.

 

Basic Rules of Ethical Optimization

 

Any campaign that does not abide by the following rules is dealing in unethical optimization techniques and should be avoided.

 

1.) What the user sees and what the search engine sees should be exactly the same. Do not hide anything.

 

2.) Your keywords (and the resulting optimization) should exactly reflect the content of the page.Keywords should always reflect what your site is about.

 

3.) Do not build out pages exclusively for search engines. The site should always cater to both audiences (users and search engines). Catering to only users is why optimization is necessary. Catering only to search engines is optimization gone too far into blackhat.

 

4.) Do not participate in manipulative inbound linking schemes like link farms, bulk links, triangle linking, or any other unethical manipulation of your Google PageRank or link authority. Inbound links should be relevant to the content of your site and you should always know who is linking to you and where your links come from.

 

Problem 3: Assembly Line / Software SEO

 

With the growth of the SEO industry has also come the automation of SEO. The absolute first thing any prospective SEO client should know is that all effective SEO campaigns are custom. There is no checklist of items that will work exactly the same on every site. If the SEO company claims there is, then they are not doing full optimization and the campaign is minimal. A good optimization campaign optimizes the site architecture, text content, and code of the site. Assembly line SEO does not take into consideration the unique needs/design of the site and may even deal in blackhat optimization. SEO software especially should be looked at closely. There are really only two things SEO software could do that would work for any site: doorway pages (showing engines one thing and users a different thing; which is unethical) or a system of pages build exclusively for search engines (often called info or information pages and linked in an out of the way part of the page). Doorway pages are 100% unethical and info pages are deep in the gray area. Neither of those two methods address the architecture of the site, proper keyword analysis, or effective text content. The following links are examples of automated SEO software freely available on the Web. All links contain ‘nofollow’ to prevent the sites from getting inbound link credit from our site. These sites are NOT recommended by TreeHouse SEM.

 

http://doorwaypagemaker.com/ – Doorway page system; UNETHICAL

 

http://www.doorway-wizard.com/ – Doorway page system; UNETHICAL

 

Answer 3: Custom Campaign and Assessment

 

‘SEO Software’ may be cheap and affordable, but you get what you pay for. Any campaign that is going to slap on additional pages are simply sell you links is NOT an effective SEO campaign. Any SEO effort that simply has you add a few ‘optimized’ pages to your site is not going to be optimal. If you wanted to convert a street car into a race car, you don’t simply add racing strips to it. Don’t think that dumping a few pages on your site targeted to some random keywords is the same as a real SEO campaign.

 

If your SEO company will not sit down and talk about the layout, architecture, and aim of your site, then it is not providing a top-end service. Remember that the vast majority of ‘SEO software’ either is for building doorway/landing pages or simply providing you with data about your site (data that is already free to everyone on the Web). Good SEO campaigns take into account both the user and the search engines…not one or the other. An SEO company should have a commanding understanding of user experience and search engine optimization and use these in combination to create a campaign that will provide the best ROI. The end goal should always be leads/sales. Bringing in piles of non-targeted traffic often leads to extremely high turn over rates and very low lead conversion.

 

Conclusion

Do your research. Find out what you want from an optimization campaign and then ask the right questions. Make sure that the sales representative you talk to knows what they are selling. If they do not, they are definitely not the person to get information from. A lot of SEO companies use hard sale tactics and the reps are less than knowledgeable about what they are selling. Ask the following questions and see what they have to say.

 

1.) How do you assess keywords? If an SEO company simply optimizes for whatever keywords are sent to them by the client, the SEO campaign starts off on very shaky ground. Keyword analysis should be performed that takes into account the number of searches in all the major search engines and the relative competition for those terms. The site should also be compared to the keywords to see if they support each other.

 

2.) Do you plan on building out pages specifically to house keywords? Landing pages and doorway pages are not effective long term SEO options. SEO companies like them because they do not have to touch the rest of the site and it’s very easy to simply add band aids instead of performing surgery.

 

3.) Will my SEO campaign also help improve the user experience of the site? Proper architecture and usability goes hand in hand with SEO and helps increase ROI. You should want to bring in new traffic and convert it.

 

4.) Does my revenue model affect my keyword selection and the optimization as a whole? Any SEO company that does not optimize based on the target audience is NOT providing the most effective campaign. An ecommerce site marketing to comparative shoppers will want to optimize heavily for product names and model numbers. An online magazine wanting to bring in recurring traffic will want to optimize for article topics and specific themes. Local companies will want to optimize for geo-targeted keywords.

 

5.) I want to optimize my site, but do not want to change any of the existing content or layout…how would you go about this? Any SEO company that says they will simply add on landing pages or hide text is selling blackhat. This goes back to the earlier analogy. You are really saying that you have a car that you want to modify to be very fast, but do not want to modify the engine and the mechanic simply adds racking stripes and charges you full price.

 

Article Source: https://EzineArticles.com/expert/Steve_Devries/143414

 

SEO Tips, SEOTips

Local SEO Industry: Current Status and Future Projections

 What Is SEO?

This is a common question that most people especially those who are either new or not familiar with online marketing might be asking. SEO stands for search engine optimization. In layman’s language, it the process of capturing traffic from search engines such as Google listings. Through this read, I am going to give you facts about the SEO business, current market status of SEO as well as the future projections in this field.

 

The Major SEO Players

Like any other industry in the world, the online SEO business has its players. This includes SEO local tools providers such as small digital agencies, SEO free lancers and web-designers among others.

 

Returns for SEO Players

The major reason as to why people get into business is to profit and expand their economic status. In the field of SEO business, the rates of returns are promising. This is because a recent research on SEO returns for a period of 12 months shows that at least all the players had something to take home. However, the returns are varying depending on a players’ hardwork and skills in the field. For example, according to this research, 34% of the interviewed SEOs said they received an amount less than $ 30,000 while another group of respondents, 17% said they received returns that were above $ 500,000.

 

From the above statistics, it is evident that the size of an organization played a role in the determination of the amount of returns received. It beats logic for one to expect a large organization to receive low amounts of returns and vice versa. In addition, the presence of part time SEOs as well as the entry of newbies into the market could have let to the low rates of turnover due to low operation capacity. However, it is hard to predict the course the SEO market is likely to take due to lack of clear shift in SEO earnings since the year 2011. However, the demand for local SEO services seems to be growing day in day out and this is attracting more players thereby tightening the competition among SEO service providers.

 

The Emerging Issues with the Current SEO Returns

With the above distribution of returns, several questions emerge. This includes the following:

 

• From the statistics, a large percentage of SEOs receive a low income something that suggests low pricing of SEO services.
• It is also possible that small and medium businesses do not understand the value of SEO services provided to them.
• The low SEO income earners, those who received less than $ 30,000 annual returns are also being doubted if they can provide quality services while earning that low.
• It is also unknown if most SEOs will still be in operation if their income remains static.

 

The Current SEOs Income Per Customer

Just like the annual SEO returns, SEO income per customer also varies. This is because there are those clients who would pay less than $100 a month while others will pay more than $5000 a month. This variation in income per client can be attributed to the type of services provided as well as the depth of services. The size of business a client is seeking SEO services for also play a role in determining the amount to be charged. For example, small businesses are charged less simply because their requirements are much smaller as compared to large multi-location franchise businesses.

 

Research also shows that some SEO service providers operate on high volume basis. Such SEOs provide simple SEO services at very low monthly rates. As a result, such SEO service providers end up having a high customer churn with a large dedicated network of sales team.

 

Similarly, some SEO service providers provide services that are more comprehensive in a much more professional manner customized according to the client thereby leading to a low number of clients.

 

Due to the above statistics, it therefore becomes essential for any SEO service provider in the current market to operate in a manner that matches his/her setup.

 

Handling Capacity of the Modern SEOs

Currently, SEOs are handling more clients as compared to the previous years. Statistics show that about 40% of the SEOs in the market handle at least 11 clients while 23% SEOs handle at least 21 clients. Such large numbers of clients to handle lead to more audits to be done, lots of tasks, research, reports and even more calls from the clients to be attended to. The high numbers of clients also demand a high level of efficiency so that the clients can be assured of quality services.

 

Market Structure for Most SEOs

SEOs have been using several marketing techniques to promote their businesses. Offline marketing channels such as word of mouth has been cited by most SEOs as the most effective marketing technique. This can be attributed to the trust level, business reputation as well as relationships build during the offline campaigns.

 

Alongside offline marketing, SEOs also practice online marketing such as the use of LinkedIn and social media. However, most SEOs have cited LinkedIn as the best option as compared to the social networks because it is better placed for lead generation and networking.

 

Services Offered by SEOs

Majority of the SEO players offer onsite optimization with 91% of the SEOs practicing this. Google+ optimization has also a good number of SEOs practicing it as 86% claimed to be offering this service to their clients. For affiliate marketing, only a small percentage (11%) of SEOs are offering this service to their clients.

 

Other services offered by SEOs:

 

• Content creation/optimization
• Link building
• Citation building
• Social media marketing
• Website development
• PPC
• Mobile site development
• Video marketing and mobile marketing.

 

The most demanded service by SEO clients is onsite marketing, while the least demanded service is affiliate marketing. The other services are somehow averagely demanded. However, most small and medium businesses do not understand the opportunities that video and mobile marketing can unlock to them and therefore tend not to use these services. SEOs therefore need to educate their clients on these marketing channels so that they can go for them.

 

When asked about the online SEO services SEOs feel are effective, 82% of them said that the General search is the most effective for generating leads. Local search appears to be the second best after 62% of the respondents in an SEO survey voted in its favor. PPC is the 3rd with 53% while social media is the 4th with 26%. Daily deals appear to be an appealing to most SEOs because only 1% voted in favor of it.

 

Tedious SEO Tasks

55% of the current SEOs in the market find link building to be the most tedious and time-consuming work. Others, though 15% only believe that content writing is the most tedious and time consuming task among all the tasks they do. It therefore emerges that to the 55% who find link building tedious, this task is also boring to them.

 

Future Projections

This is an outline of what we expect in the near future as far as SEO business is of concern.

 

Expansion of SEO Businesses

Compared to the previous years, SEO businesses has been growing and expanding steadily. Most SEOs (about 93%) are not only optimistic about expanding their businesses, but are also expecting to grow their business. In what seems to be a determined move to grow their businesses, most SEOs (82%) are willing to recruit more staff members so as to realize their desired levels of growth.

 

The social media is also expected to grow and be more effective even than the local directories. This is because most SEOs believe that social media can perform better because of recommendations from friends. Mobile usage is also expected to grow further and become relevant for local businesses.

 

Upsurge of Confidence in SEO Business

Unlike other businesses, the SEO business is showing a positive growth of confidence among the players. Despite this being a dynamic and innovative industry, most SEOs are still willing to recruit more staff to help drive their businesses ahead. 84% of the sampled SEOs in the SEO research are also optimistic that the SEO business is going to be more profitable starting this year 2013.

 

Confidence is also running high that if the SEO players increase the understanding of SEO/social among the business owners they serve in future, they will not only increase the business owners’ rate of investment, but also make them transfer their marketing budgets from other channels to the digital channels.

 

Ajay Prasad is the Founder and President of GMR Web Team, a leading Internet strategy, marketing and development firm. Ajay guides small and medium size businesses in designing their online strategy, marketing and development campaigns for maximum impact. Ajay focuses on a client’s products and services and their target market’s needs to achieve the best possible results.

 

Article Source: https://EzineArticles.com/expert/Ajay_K._Prasad/318786

 

Social Marketing, Elula, Social Media, Marketing Monday
Marketing Monday

A Brief Guide to Social Marketing Management and the Importance of Getting It Right

Absolutely. No one needs to tell you how popular sites like Twitter and Facebook are in this day and age. But do you realise the potential value to your business? Chances are your company has a Facebook page, upon which you idly post from time to time. Or maybe you ‘tweet’ the odd comment. In which case you probably haven’t noticed the benefit to your business. Put a little more time and energy (and yes, money probably) into social media and social marketing management however and you could build a valuable platform for yourself and your customers.

 

Why is social marketing management important?

 

A social marketing management team is there to enhance a brand and promote the business. The end goal is the same as a traditional marketing team. It is simply the channels through which that goal is achieved that are different.

 

Social media is the new way of connecting with customers. A social marketing management team will use information gleaned from social media to learn about their customers – who they are, what they are thinking, what appeals to them.

 

Social media can also be used to create a brand identity, by encouraging customers to talk about the brand in the right way. Discussions can be started and led and conversations steered. Social media is a valuable tool when it comes to creating a buzz about a product or brand. The social marketing management team are there to ensure the right buzz is created and a positive image is generated by social media.

 

It is difficult to measure the effect of social media on businesses, as often there is no clear link between the level of activity on social media sites and the resulting return on that level of activity. However, a recent study from the School of Management at the Buffalo State University of New York showed that if customers are engaged in the business via a social media platform, they are more likely to visit the website than customers who are not engaged in this way. This then translates to income for the business.

 

Ram Bezawada, assistant professor of marketing at the University, stated: “Our results show that when customers engage with a business through social media they contribute about 5.6% more to the firm’s bottom line than customers who do not.”

 

So how does social media encourage customers to visit the company’s website or take a closer look at the business? For one, social media strengthens the relationship between the customer and the business. It creates a bond between the two and the customer feels more engaged and involved in the company, which translates into the customer feeling listened to and understood.

 

This leads on to the next point: social media can provide a valuable platform for customers to voice their comments, concerns and complaints. It might not seem like a good idea to offer a medium upon which customers can air their complaints for all the world to see, however it can provide an invaluable opportunity to turn things around – a complaint that is promptly and sensitively handled will impress customers and win loyalty. Of course, social media might also be the platform upon which a customer will heap their praise, too, letting all the other potential customers know about their positive experience. There is no better form of endorsement.

 

As Bezawada from the State University of New York states, “When building communities, businesses should craft personalized messages, encourage member contribution, integrate knowledge about customers from both online and offline interactions, and create specialized sub-communities for customers looking for premium and unique products.”

 

However, creating personalised messages and encouraging contributions from customers takes time. Taking it one step further and using customer interactions to glean knowledge takes even more time and requires a good degree of analysis. Which is where the social marketing management team come in. Good analysis of the data from social media can drive corporate strategy.

 

What does social marketing management involve?

 

Social marketing management involves managing the company’s social channels. This sounds obvious, but a social marketing team does not simply monitor and respond to customer comments and prepare content such as blogs, posts and newsletters. Social marketing management also involves assessing the best methods and technology to boost web traffic to the business, looking at areas such as search engine optimisation, user experience and content.

 

The next step on the social marketing management list is reporting. Numbers are important: click-throughs, fans, followers, tweets, comments, posts; and so is the less concrete information that can be gleaned – customer feedback, good and bad, reflects brand perception and how customers feel generally about the brand.

 

This type of customer feedback can then be used by management to figure out how to deliver improved performance to their customers and improve their user experience. It engages the management team with the customer on a personal level in a way in which they haven’t been able to do before.

 

Where might a business expect to spend money on social marketing management?

 

Well, that depends on the level of complexity of your business and social media campaigns. There are customer relationship management tools and software platforms that can perform analytics and automated email campaigns, for which you might pay $1,000 to $4,000 a month.

 

For a fee of perhaps $5,000 to $16,000 a business can employ a specialist company to provide inbound marketing support. Typically, a good social marketing management strategy might involve: keyword analysis and strategy, content creation such as blogs, SEO content and PR Social media support (setup, training and guidance), email campaigns, customer relationship management, competitor monitoring and analysis and performance reports, to name but a few elements.

 

Another cost consideration is content creation. The larger your campaign, the more online content you’ll need to create, and unless you have the internal resources to create this content, you’ll need to outsource it to writers.

 

This all sounds fairly pricey and the costs do add up. However, as with any marketing spend, it will pay you back. Or it should, provided you do it right.

 

In a nutshell?

 

It can’t really be described in a single ‘nutshell’. This is because social marketing management is not only about increasing web traffic and driving up revenue, it is also about creating an identity for the company, developing a personality for the business or creating a buzz around a new product. It’s about generating conversations between the customers and the business and creating an online community for the customers to get involved with. It’s much more than just lurking on the company Facebook page and popping up to write the odd witty post or deal with a customer complaint. It is promotion, branding, market research and customer care all wrapped up into one.

 

Which is why social marketing management is so important in this new digital era businesses find themselves in. And why it’s worth investing in. Get it right and it could transform an ailing company. Get it wrong and it can alienate and disillusion a customer base. Ignore it all together and valuable market share will be lost in droves.

 

Article Source: https://EzineArticles.com/expert/Tsveta_Zikolova/1208566

Elula, Industry News

Right ad – right place – right time

The ideal online ad campaign must have these 3 – actually many don’t and this is a problem. Yes, it is a problem for you the advertiser however more importantly the wrong ad in the wrong place or an ad that does not work is a negative on your business. It shows great incompetence and wastes time for your potential client leaving them frustrated or disappointed with interaction with your brand or many times the lack thereof. Ever clicked on a link and it opens a dead page? Does it open a link that is a full category when searching for a specific product?

Wellheads up this is 2020 people. Clients know what they want and how to search for it. So if your ad does not grab the client where they want it – when they want it and how they want it you can immediately take that as a black mark in a fast turning online ‘digisphere’ of clients that move along at the pace of knots. So please test your ad, test your destinations and test your channels. Keep testing it daily and or weekly depending on how large and wide the campaign is.

Hey you the digital creative, ad management person – catch a wake up – if someone is paying you dam good money for creatives and placements make sure it dam well works. Let me leave this image here for you.

Please drop me an email and share how on earth this add was supposed to work ? or what the idea was. Clearly you have a way of creating js code embedded in an ad placement,ent with google that overwrites the code within the page and displays a new creative or was the point to show a dumb ad? that would confuse the market and create frustration? If that is what you aiming for then congrats you win it hands down!

Come on, on a serious note – a swipe right text prompts action that will not work in this placement and nor did the click-through, or wait did it – i don’t remember, see I have moved on and noted a dumb ad and dumb ad placement with what I anticipate should be a top-notch digital agency?

Check your placements and your ads keep on top of where your brand is and how it is interacting with your current, new and potentially old clients.

Oh and Steers I did pop a direct message to you on twitter regarding this over a week ago with no response. Sorry to have wasted your time. Perhaps you need to read another of my articles found here: Own your channels