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July 2018

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The Blog Slog: 5 Key Benefits of Content Marketing for Your Business

 

Believe it or not, nearly half of all small and medium-sized businesses don’t have a website. Even those that do build a site, get it up and running, never to look at it ever again. If they never explore the benefits of content marketing, they’ll never know what kind of brand presence they could be missing out on.

Here are 5 of the biggest benefits to content marketing.

1. More Content for Your Site

While it seems pretty obvious, having more content on your site brings a boatload of benefits. One of the biggest ones has to do with how long you keep customers around.

When you’ve got one article that links to three other related articles, you give your visitors an opportunity to learn more from you. As you build the amount of on-site content you can offer, you keep them around. If each article also aims to make visitors familiar with your brand, the longer visitors stay on your site, the more excited they’ll be about your products.

If you offer great content, your users will be excited to share links to your writing with friends. Your blog could be a pretty powerful tool in your promotional belt if you use it wisely.

2. Improved SEO

If you’re still new to SEO, you need to get hip to how it works. Search engines use a variety of criteria in their algorithm to decide what makes one website a better match for your search over another. Search Engine Optimization is the name for the variety of choices you make to position yourself toward the top of the list.

SEO can help to increase profit by bringing higher quality traffic to your site. If your blog uses important SEO elements, like keywords, location identifiers, and lots of reputable links, you’ll rank highly on search engines.

Search engines also privilege domains that update their site often. If you add lots of content based on frequently asked questions and issues your users might have with your competitors’ products, you could see traffic spike. The more often you talk about the subjects that are most important to your clients, the more often you’ll appear in search results.

Multiple search result rankings give you an added boost in perception.

The higher quality your content is, the higher your domain authority will be. When you use those reputable external sources and get links from other reputable sites, the people who click your links will come with an initial respect for you. They will know that you’re in the same league as the other sites they know and trust.

3. A Better Social Media Presence

One of the most important ways to reach out and connect with your audience now is through social media. People using social media like to see that the brands and companies that they know and trust have real people working for them. Some brands are taking this to the extreme and building unique voices around their company on social media.

When you write quality content on your blog, you create opportunities for people to share your writing. The more often people see links to your site on their feed, the more they’ll begin to trust your brand. They’ll start following you on social media, giving you more opportunities to connect with them.

Add social media buttons and links to previous posts throughout your blog and you’ll find that your circle of followers will grow. Your new followers will share your articles and continue to spread news and information about your products while you focus on other aspects of marketing.

4. More Conversions

Getting users to your site and to your blog is only the first step in the sales process. This is where they enter your sales funnel and open up the opportunity to pitch your products. If you deliver the goods on your blog, you’ll eliminate the time it takes to turn a curious visitor into the regular client.

Your blog can inform and help your readers with common problems they have. To generate content, you should make a list of the 20 most common questions you get asked about products and services in your industry. Likely, these will be the questions potential clients will type into search engines.

When you answer their questions, giving your products and services as a solution, you can pitch while you inform. Your blog will be tactfully selling your clients on your latest products and services without hitting them over the head. When you provide quality information to go along with your sales pitches, you’ll win trust from people across your industry.

Building a reputation is difficult but if you’re giving helpful and informative material, you’ll be offering value before you even ask your clients to open their wallets. People will think highly of any brand willing to offer a lot beyond their own personal gain.

5. Build Connections With Other Brands

Every company is looking to build a network of other businesses and owners to connect their products to. If you’re in the health and wellness industry, for example, there are surely lots of other brands you’re not in competition with at all. A yoga studio and a natural skin care brand can work together without stepping on each others’ toes.

If you’re willing to broaden the amount of information that your blog has to offer, you can ask to trade guest posts with other brands. Otherwise, you can talk about your experience with their products and ask that they talk about their experience with yours.

Guest posting gives you the opportunity to write sincere promotional material about products and services that your customers would also enjoy.

The Benefits of Content Marketing Go On

Beyond these 5, you’ll find that the benefits of content marketing will pop up over time. You’ll see more people coming to you based on something they read, more people linking to you, and more traffic that turns into sales.

If you’re looking to get those newly converted customers to write reviews, check out our guide for more info.

5 Google Adwords Tips that Turn Clicks Into Customers

Visibility in Google is one of the things you need to do to get more customers. It’s why the Search Engine Optimization industry exists. It’s why businesses fight tooth and nail for every keyword available.

After all, Google’s share in the search engine market is 90.14% around the world. If you want to ensure that your digital marketing effort is productive, you need to prioritise this over ranking on any other search engine.

One of the best strategies is Google AdWords.

Not sure how it works? We’ve got you covered. Here are five Google AdWords tips that will turn your clicks into loyal customers:

1. Choosing Different Keyword Targeting Options

Keyword targeting refers to utilizing keywords relevant to the service or products you offer specifically for ad copy. It’s a system that aims to boost your rankings and ads, and it leans on potential consumers using keywords in their searches.

Keep in mind it’s not as simple as picking a single keyword and then focusing your entire campaign around it. There are different targeting options, which include at the basic level:

  • Exact match
  • Broad match
  • Phrase match
  • Negative keywords

An exact match is what most people imagine when it comes to keywords. You type in “best shoemaker” and your ads will only pop up when someone uses those exact words, in that exact sequence.

A broad match, on the other hand, means your ads will appear when people type in any search using a broad matched keyword such as “shoes”. This means your ad will appear for searches like “best shoes”, “running shoes” or… “horse shoes”.

Phrase match refers to long queries, like phrases or complete sentences, that include the exact keyword. Examples would be “shoemaker in New York” or “how to find the best shoemaker.”

Negative keywords are essentially keyword modifiers. You can add the supplement “horse” so that people searching “horse shoe” won’t see your ads when they type “horse” into a search engine.

2. Choose the Best Landing Page

A common mistake for most people is that they only use their homepage as the landing page for targeted ads.

This is often a bad idea because your homepage doesn’t cater directly to the user queries. It’s a bad practice to let your potential customers clicking through three levels of your site to find the information they want.

If you want to make money with PPC ads, you have to not only bring people to the page, but you have to give them a reason to stay and spend money once they get to the destination. Think about the page your customers will most likely need. In most situations, you might need a specific product page.

For example, if your users search for “blue sunglasses,” you need to make the corresponding product page as the target URL.

The faster you can get them what they need, the more chances you have to convert them.

3. Enable Sitelinks

Doing this means that the bottom of the ad will also show a set of other pages on your website. These high-level links are great when you want potential customers to look for other information and services on your site. Enabling the sitelinks can help get your customers to the places they might want in a quicker, more convenient way, increasing the likelihood of conversion.

If you want to know more about this, Google provides a comprehensive guide that gives a sample pizza store’s site links. You can see the four options it offers which can interest people. Regular customers aren’t likely to go through the same landing link all the time, so the option makes it easier for them to return.

4. Make Use of Reviews to Get More Trust

The most important factor for customers to choose you over your competitors is the customer reviews. When people choose between ads, a lot of customers will pick the website with at least 4.9 stars rating over a business that has no ratings.

Pretty much like the site links mentioned above, your customer reviews are great extensions for your ads. However, doing this requires you to register to the Google Product Search. The reason behind it is that the search engine uses all the reviews it pulled from all over the internet to ensure that the aggregate score is trustworthy and not prone to manipulations of any kind.

5. Geotarget Your Preferred Customers

This tip is one of the most common things you must do to get the most out of your Google AdWords campaign. Despite this, geotargeting is often forgotten and overlooked. It’s vital to target people within your area especially if your services depend on a fixed location, like a local business and the like.

If your business is in Canada, it doesn’t do you good to target potential customers in Korea. Do this properly, and you’ll get benefits like a higher probability of getting clicks and turn those clicks into guaranteed sales.

Bonus: Pause Your Underperforming Ads

The harsh truth is that not all your ads will get you conversions and sales. In fact, basing it on averages, most of them will not perform as well as you want them to. You can optimize all your ads in lots of different ways, but if it isn’t performing well, it won’t be for the time being.

If you continue seeing any significant performance metrics with your ads, you might want to pull it out. It’s not hard to see when the ad isn’t doing too good. Don’t spend money on ads that aren’t getting you any new customers.

You need to ensure that your Click-Through-Rate (CTR) should be at minimum 0.5%. The average of a successful AdWords text ad often sees a CTR at 2%.

Get Google AdWords Tips Today!

Promoting your business with the use of Google AdWords is a great way to get an audience and generate conversions. However, you need to remember all these tips to ensure that you get the money you’re paying for. After all, it’s important to maximize your budget to ensure that you can expand in the future.

There are other Google AdWords tips to consider, like integrating your Adwords account with your Google Analytics. It might be a long road ahead, but all of it is worth getting more revenue from your conversions.

Do you need help with a better online presence? Contact us today and we’ll help you get started!

What is a Facebook Pixel? How Retargeting Can Transform Your Marketing

Facebook pixel. What is it anyway?

For a not-so-savvy marketer or internet user, it’s easy to assume the Facebook pixel is some kind of photo editing or sharing tool. After all, the word “pixel” is commonly associated with images.

But that’s wrong. So, what is Facebook pixel?

At the most basic level, Facebook Pixel is a tracking and analytics tool that advertisers can use to measure the effectiveness of their ads and better advertise. It’s easy to collect data based on your website visitors’ actions to improve your current and future advertising.

Without further delay, this post is going to define the pixel tool, and we’re going to show you how Facebook ads retargeting can benefit your marketing campaigns.

Let’s get right to it!

What Is Facebook Pixel?

As noted before, the Facebook pixel is a tracking and analytics tool that you can use to gauge the performance of your advertising and create better advertising. It contains a code, which you put on your website.

When visitors complete actions on your website, the code triggers and reports the action. This allows you to know when customers take action, and this will help you in your future retargeting efforts.

This tool gives you more accurate conversion rates. As such, you can create custom audiences for future leads based on your current web traffic.

Why You Need the Pixel?

There are several reasons why you need to use pixels to improve your Facebook ads. The pixel provides visitor data that you can use to refine your ad strategy. Keep on reading!

1. Track Your Conversions

Do you want to know what actions lead to most conversions? The pixel allows you to monitor visitors’ interaction with your site after viewing your ads. It gives you data for both mobile and desktop activities.

This is particularly important for those visitors that view ads on mobile but switch to desktop to make their purchase. This data can help you improve your ads and website to boost your conversion rate.

2. Create Targeted Audiences

Still, the data can help you identify the interests, demographics, and likes of your visitors. With this data, it’s possible to create targeted audiences. Typically, you can target people with the same interests and likes as your current visitors.

Keep in mind that this doesn’t mean that you can choose specific visitors and advertise to them. Instead, the custom audience is based on the shared behaviour. This can be people who visited a particular page on your website or those who visited a while ago and have not returned.

You created your audiences independently from the existing ads. When creating custom audiences, you can choose a time frame of 1 to 180 days to define when targeted people last visited your site.

3. Improve Your Ads

Pixel also helps you to measure the success of your ads based on the direct results. You can view your conversion rate and the number of sales to determine to determine how your visitors use your website.

This, in turn, can help you improve the quality, effectiveness, and performance of your ads. The data allows you to target people who are most likely to take action once they see your ads.

4. Remarket Your Ads

Taking advantage of your existing website visitors can help you rake in huger sales numbers. That’s what remarketing is all about. It allows you to target your ads to people who have already visited your website before.

In this case, you can narrow down to specific ads or products. For example, you can show people the exact products they viewed or abandoned they last time they were on your website.

This capability allows you to reignite their interest in the product or other related products.

How Retargeting Using Pixel Can Help You

The critical point in online marketing is that every visitor that comes to your site usually has an interest. Sadly, some never call, email, or even fill out your forms. You don’t need to leave such visitors in the dark thanks to retargeting.

Here is how retargeting can improve your online marketing efforts:

1. Enhances Engagement

Retargeting allows you to reconnect with your past visitors. You can create custom audiences based on the pages they visited. Be sure to tailor the retargeting content to suit their needs. It’s also advisable to target people based on the categories they prefer.

This way, it’s possible to boost your engagement by 100 percent or even more.

2. Raises Conversion Rates

Improving the conversion rate is the most common goal when marketers start retargeting. You can have enough traffic, but your visitors are not converting as you wish.

This is because you’re struggling to entice your visitors in a meaningful way. With retargeting, you can bid on those people who showed interest in specific areas of your site. For example, if you’re a retailer, you should focus more on those who abandon the cart than those who browse and leave.

This way, you can be sure to capture their interest again and get them to take action.

3. Improves Brand Awareness

Have you ever paid attention to your branded search keywords volume? If not, a large branded keywords volume means you have people who are interested in your company and products or services. As such, it’s easier to convert such people into actual customers.

You can invest heavily in SEO to boost your traffic, but not many people can know you. With retargeting, you can see an increase in your branded searches. Also, you can direct traffic.

Increase in branded searches and direct traffic means people already know your brand.

What is Facebook Pixel – Final Thoughts

Well, if you are using Facebook Ads, it’s time to make the most of your existing traffic. Many sites have invested in SEO to earn great traffic, but their conversion rates and sales numbers need to be improved.

Now that you understand the answer to the question, “what is Facebook pixel?” it’s possible to grow your conversation rate and sales.

Do you have any question about social media and online marketing? We are here to help. Just reach out to us when you get the time.

How to Get Reviews: Why Businesses Should Avoid Fake Reviews

Building an online reputation is not merely registering your business on Google and Yelp. If you’re just starting out, you need online reviews.

Reviews are how consumers check the quality of your business. People often look to those independent reviews more than they do personal recommendations.

Getting reviews is challenging. Readers assume reviews are independent and not solicited in any way. To add to the challenge, consumers often don’t take the time to leave online feedback unless they are dissatisfied.

Many companies give in and outsource fake reviews to improve their ratings. This may seem like an effective strategy. But that eventually backfires and leaves a negative mark or your business rather than a positive one.

This article focuses less on how to get reviews and more on how not to solicit fake reviews.

Fake Reviews Online Destroys Trust

Many companies make money by selling fake reviews online. Review writing is outsourced overseas, where labourers work for low wages. They generate thousands of reviews daily.

Fake Reviews Lack Quality

Given that rapid production, you can imagine the lack of quality in the review. Also, many labourers have only rudimentary English.

And, none of this passes muster with potential customers, who can spot fake reviews right away. People will lose trust without ever becoming customers.

Special Risks for SEO Companies

Companies that provide Search Engine Optimization (SEO) services that support this practice are taking extra risks with their reputation. Their services revolve around building an online presence for clients.

If they are caught faking their online reputation, customers will rightfully question their ability to deliver results for them.

Google Can Cause Your Local Search Traffic to Drop

Google bases its business on data. They track and predict trends with amazing proficiency. They will penalize you if they discover fake reviews on Google.

Once Google realized you’re getting online reviews for your business that are not legitimate, they will not rank your site for relevant local search terms.

The consequence is reduced traffic to your website. You’ll likely experience a sharp drop in revenue as a result. If you don’t know how to get reviews, take some time to learn instead of turning to fake reviews.

You’ll Make your Company Look Too Good to Be True

Even if your reviews manage to stay under Google’s radar, you still run the risk of looking phoney. If all you have are sparkling, over-the-top reviews, you’ll appear too good to be true. And rightfully so.

Any business will have some negative comments somewhere. Between the law of averages and the rules of human behaviour, no product line will have spotless reviews.

Special Risks for Small Business Owners

Small business owners who publish false reviews can expect a backlash in the form of negative reviews. These come in the form of a different kind of false review: the negative one.

Companies who do this could find themselves barraged with their own negative reviews. The text of those reviews calls out the company for intentionally posting fake reviews.

Such an onslaught floods their product sites with negative feedback. It can erode consumer trust completely. This can be catastrophic for a small business.

Legal Repercussions of Fake Reviews

So far, we have discussed how using fake reviews can backfire. You could end up with more negative reviews than positive. You’ll erode consumer trust rather than build it. There are financial and legal ramifications as well.

Regulators Can Fine You for Fake Reviews Online

Regulators used to ignore fake reviews online. With the rise of digital marketing, though, consumers trust these reviews more. As a result, regulators now pay closer attention, acting as fake review checker.

They have the authority to fine you for unethical or deceptive marketing actions. That includes fake reviews.

In Canada, the Competition Bureau identifies fake reviews as “misleading advertising and labelling.” The Bureau handles this under Section 74.02 of the Competition Act.

Under this law, a person can pay a penalty of up to $750,000 for the first occurrence. A corporation can pay up to $10,000,000 for the same offence.

For subsequent violations, the penalties increase. An individual can be fined up to $1,000,000, A corporation can be fined up $15,000,000.

You Could Face a Lawsuit

Lawsuits are yet another repercussion of fake reviews. Local governments as well as the Competition Bureau, can fine you. That is painful enough. But your competitors may file a lawsuit.

Attorneys may see this violation of consumer protection guidelines and solicit a lawsuit based on deceptive trade practices.

How to Get Reviews the Right Way

Each country has its own set of directory sites that feature local businesses. Canadian business owners who want better Google rankings, as well as more local customers, should ask existing customers to write reviews.

Not everyone in your customer base will respond. That means you want the reviews you get to count. Ask customers to review on websites that are part of your local network and that feed to other sites in your country.

Facebook, Yelp and weblocal.ca are the largest.

What If You’re Not the One Posting the Fake Reviews?

What if you discover fake reviews popping up on your Facebook or Google My Business Page? The unfortunate truth is that malicious, fake reviews are becoming more common — we know because it has happened to us too! Here is something to keep in mind.

Every site that hosts reviews has Terms of Service (TOS). You can usually find a link to the TOS at the bottom of the website homepage. The TOS lists the type of content that users are allowed to post in their reviews.

Any reputable site will stipulate they can remove any reviews that that are personal attacks on an employee. They can also remove any derogatory remarks about a person based on race, religion, disability, or ethnicity.

If you see such a review about your business or one of your employees, contact the site owner or follow the process outlined to flag or report an inappropriate review. Usually, the company will remove the post without issue, even if it does take some time.

Alternately, you can reply to the negative review online. In your reply state that you are concerned that this may have been a wrongful review as they are not identified as a customer of yours and request to have it removed directly from the reviewer.

If reporting the fake review isn’t enough, you can decide whether you want to take formal legal action.

Take the High Road

Getting reviews for business isn’t always easy. You may have a great product or service. Though, without the reviews as testimony, growing your business will take more time.

Despite the temptation, it’s best to avoid the easy way of generating fake reviews to get the ball rolling.

If you have any questions about how to get reviews for your business, make sure to contact us.