Search Engine Optimization

Mobile Marketing’s Impact

Mobile Marketing: The Future Is Here

 

mobile marketing future

Mobile marketing has created an unprecedented opportunity for businesses to target consumers.  Over 80% of all smartphone users search for local businesses on mobile devices.  Furthermore, Google reports that 88% of all “near me” searches are done on mobile phones.

Mobile phones create an opportunity to engage consumers in-store and turn lookers into actual buyers.  In a separate study, Google reports that 82% of smartphone users consult their mobile phones while in-store before finalizing a buying decision.

An effective mobile marketing campaign will hyper-target a radius around your brick-and-mortar location.  Start by targeting your current marketing lists such as email subscribers and previous buyers.  Once an effective strategy has been developed, you’ll want to expand your campaign to a broader audience.

Secondary Conversions

The primary goal of mobile marketing conversion is to get the user to take a specific action.  But achieving the primary goal is not always possible.  He or she simply may not be ready to purchase.  Or they may feel uneasy about completing the process over the phone.  In that case, always try to achieve a secondary conversion.

The secondary conversion should offer the consumer something of value and build additional interest in your brand. And it should give you an opportunity to get something of value in return – such as an email address.

The ultimate goal the secondary conversion is to keep the conversation going with your customer.

Make Conversions Seamless and Easy

Converting on a mobile phone can be cumbersome.  Be aware of the number of pages that users must load, the placement of your CTA’s (calls to action), the ease of navigation and difficulty of using buttons.  

Make allowance for the unique features of the mobile phone.  Badly designed forms can have a devastating effect on page optimization.

Special attention must be given to the logistics involved in filling out mobile forms.For example, are the fields visible when typing and not hidden by the keyboard?

Adjust to Customer’s Preferences

It’s important that you determine which conversion methods your customers prefer.

Not every business can handle every conversion types well.  It’s important to adjust if needed.  For example, you may need to create the infrastructure for handling calls – hiring additional staff possibly partnering with an external call center.

Don’t fall into the trap of pushing customers to a certain conversion method because it’s convenient for you.  Align your mobile marketing strategy to customer preferences.  It potentially could lead to impressive ROI gains.

Cross-Device Conversions

Google reports that 40% of consumers who do research on a smartphone will later make a purchase a desktop or laptop.  This highlights the increased importance in cross-device conversions.  Plus it shows the importance of engaging consumers as they enter the sales funnel.   

Enter mobile contacts into your CRM as soon as possible.  It helps facilitate conversions and makes future engagement more convenient for both you and the consumer.

Your efforts might not result in an immediate sale, but sales are not always immediate.  Your goal is to build a long-term relationship.

Analytics

Tracking your mobile consumers’ actions is a must!  Analytics will help you determine which of your mobile strategies are effective and which ones underperform.

Tracking consumer engagements will help you determine your ROI and other important metrics – allowing you to prioritize limited resources and create the most effective mobile strategies going forward.

Measuring your mobile marketing efforts should not be left to chance and it doesn’t need to be difficult or mysterious.

Metrics let you refine your site, application or strategy and create a superior user experience.  Better user experience translate into more engagement and ultimately more sales.

Tracking indicators such as store locations, directions and business hours can provide some context around intent.  Coupon downloads and redemptions can be used to connect your online and offline sales.

Tracking in-store visits through software and beacons are valuable options for retailers that drive a significant volume of traffic through stores.

Growth in Mobile

It’s inevitable that consumers use of mobile devices will continue to grow at an astounding rate.  As result, it’s inevitable that mobile marketing budgets will increase to keep pace.  Businesses that develop effective marketing strategies to include mobile with intelligent campaigns will capture the future.

Local SEO: 4 Essential Factors of Success

Keys to Successful Local SEO

Incorporating keywords your prospecs use to search the internet is the key to a successful local SEO (Search Engine Optimization) strategy. Optimizing your web pages to get “organic” traffic from the search engines is critical for successful local SEO, but today it is much more complex. It’s about integrating with the other internet marketing strategies such as social media marketing, content marketing, Pay Per Click (PPC), blogging, and website design.

1. Strategy & Initial Optimization

The first step in any local SEO plan should begin with a keyword discovery process that focuses on achievable primary keywords and “long tail” keywords. The approved keywords are embedded into your meta tags and content — this helps search engines (including Google) organize and rank information. Coding, style, positioning, and saturation levels of relevant keywords are also important factors that are a part of on-page SEO process.

Your local business’ domain name, keywords in titles on your own websites, and the presence of key NAP (name, address and phone number) contact information on your websites have a significant influence in determining performance. Make sure this information matches the info in any and all directories you use.

2. Link Building

Link building creates links that connect directly to your website. The quantity and quality of links to local business’ websites from external sites significantly influence performance. The more quality links to your website, the more your rank increases. Relevant and effective link building through partners, articles, press releases, bookmarking, blogs, reference sites, etc., is one of the most important factors in your search marketing.
Create a listing in Google Places that includes accurate and optimized categories, notable keywords in business titles, and the business address, and contact info.

3. Content Marketing

Articles, press releases, blog posts, eBooks, webinars, landing pages, and more, will allow for the enhancement of your digital “footprint” in your industry. Fresh, original content needs to be written for submission to industry channels and social news sites such as Digg, Reddit, and StumbleUpon, and it needs to be promoted through Facebook, Twitter, Instagram, Pinterest and LinkedIn, among others. Social signals such as Facebook Likes, and Twitter Followers can have a significant influence in determining SEO performance.

4. Reporting & Analytics

To measure the success of your efforts, regularly review your site analytics. Traffic, the referring sites, keywords, etc. must be analyzed to see which pages are working and which are not. Based on these reviews, your local SEO plan may need updating or infused with fresh ideas.
optimized keywords for seo

Correct Keyword Placement in Your Blog Posts Will Boost Your Search Rankings

Improve SEO Search Rankings with Strategic Keyword Placement

optimized keywords and keyword placement for seo

The correct keyword placement in your blog posts can be as important as the keywords themselves. So what are the most effective ways to use optimized keywords in your blog posts to achieve the highest search rankings possible? Here are some tips for placing your keywords and achieving higher search ranking.

  1. Your most important keywords should be placed in your blog title. It’s the first thing people will see in search results. If possible, place your most important SEO keywords early-on in your blog post title. Google generally assumes the words that appear first are the most important. That’s why the title is the most important part of your blog post when it comes to SEO.  
  2. Videos are working nicely! Make sure your interviews or narration use the optimal keywords. YouTube and Google index all the closed-captions. You could even upload transcriptions. So try that and embed a video on your post!
  3. Search engines, especially Google, love internal and external links in the body of your blog posts so use your best keywords as text links. Link to other articles onkeyword placement can increase seo your site or you can link to other authority sites.
  4. You should add images to your posts and use your best keywords as alt tags for your images. Search engines don’t see the images when scanning your site, but they do read the alt tags.
  5. Use the best and broadest keywords as your categories. Each one of your blog post should feature one of your best SEO keywords that fit into at least one of these categories.
  6. Tags are another way of saying keywords. “Blog specific” keywords should be used in your tags for each blog post. 

Finally, as important as the correct use of keywords in your blog posts are, you should write for readability. Reading the same keyword phrases over and over is not only poor writing – keyword stuffing is also bad SEO strategy. Search engines deliver people who are actively searching for what you have. Unless you employ strategies like keyword placement, your site may never be found by those who need what you offer.

digital marketing momentum

Maintaining Momentum is Critical to Your Marketing Efforts

A Consistent Marketing Strategy Keeps Business Flowing

digital marketing momentum

Too few small business owners realize the value of creating and maintaining momentum in their marketing strategy. Many think they can flip a switch and marketing will be busy producing results, but marketing doesn’t work like that.

Marketing builds momentum over time. This is true with online marketing, social media marketing or offline marketing. With each impression, people become aware of your brand and they begin to form an opinion of your business, products and services. If they like what they see, they will move from a disinterested by-stander to serious prospect and, eventually, a loyal customer.

So what is momentum? Webster’s Dictionary defines momentum as a “strength or force that keeps growing”. That means if you want to get your profits growing and keep growing month after month, your business needs to have the power of momentum working for you.

Inertia kills momentum. Marketing has been compared to rolling a heavy rock up a steep hill. Too many marketers give the rock a push, stop, rest, chat, give it another push, stand back, then too late they realize the rock has returned to the bottom of the hill and they must start all over again.

Many businesses struggle to maintain a consistent level of marketing activity. Energies and resources are often diverted to deliver work for paying customers. Indeed, many business owners don’t see the point in spending precious budget and time when they have plenty of work. It can create a dilemma that causes marketing efforts to slip to the bottom of their to-do list. If you want to grow your business, marketing must be maintained at a constant level.

Many business owners ask, “Why keep marketing when I’m already busy?”  Because marketing for growth means marketing consistently. Here are some reasons why marketing must be consistent:

1. Marketing builds a steady and predictable sales pipeline

Many small businesses constantly find themselves in ‘feast or famine’ mode. Consistent marketing can break this cycle. If you know how long the buying cycle takes, then you know for how long you need to be generating leads. When you forget to do your prospecting because you’re too busy that’s when famine happens.

2. Consistent marketing doesn’t waste resources by constantly repeating yourself

If you haven’t done any marketing for a while, people may not immediately recall who you are and what you do. But, a program of regular marketing can continually keep you in their minds when they are ready to make that purchase.

3. Consistent marketing generates the right kind of work for your business

You want to attract the right kind of work for your business – it’s more profitable, enjoyable and it builds credibility. Consistent marketing allows you to generate the right kind of work. The wrong kind simply takes up time and barely turns a profit. Being busy does not always equate to being profitable, or fulfilled. Consistent marketing allow you to present yourself as the expert in your field – leading to more of the right kind of work for your business.

4. Consistent marketing helps you maintain your marketing skills

Marketing is made up of many different skills and techniques. If you only practice them occasionally, you’re likely to need to re-learn what you once knew. What’s more, with digital marketing techniques are growing and changing at a staggering pace, if you are not constantly marketing new techniques may have passed you by. Regular, consistent marketing activities will embed the skills so that they become second nature.

5 Easy Ways to Boost Local Search

ways to boost local searchAre you using social media sites to boost your local search results? It’s no longer a question of should be active in social media.  The question is how to develop a social media strategy that will give you greatest impact. 

An effective social media strategy will let you:

 

·  Communicate directly with your customers

·  Create engaging discussion topics

·  Take your marketing viral

·  Boost your online brand awareness

·  Help propel your business to the top of organic local search results

 

The evolving social media landscape can be a confusing place for marketers. However, here are some tips that will help you achieve those goals:

 

1. Build a following on Facebook.  Nearly half of Facebook users follow a specific brand and more than half of them eventually purchase that brand.  “Likes” on Facebook spread brand awareness virally, delivering information to everyone befriended by your followers.

2. Twitter is a great way to keep in touch with your current customers.  Increasingly, Twitter users follow a specific brand and most will eventually purchase that brand. Twitter posts should be used to engage your followers by providing them with helpful information about your products and services.  Offering special deals to your Twitter followers is a great way to grab their attention.

3. Encourage customers to review your business. Consumers love online reviews because they can see what others think about you and your product or service before they make a purchase. In addition, reviews on social media sites improve your organic search engine rankings and will drive free web traffic.

4. Leverage YouTube videos in local search results.  Embed your videos in Google Places, websites, and social profile pages.  Videos showcase your products and services while putting a human face on your business.

5. Give customers incentives to share your information online.  “Share and Receive a Reward” programs encourage consumers to share your offers with their friends via Facebook, Twitter and other social media channels in exchange for discounts or special deals.

 

By creating an effective social media marketing program, you make it easy for customers to find your business and to talk about it online. The results can greatly enhance your web marketing results by boosting your long-term brand awareness and increasing sales and profits.