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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

Everything You Need to Know About Product Pins on Pinterest

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Everything You Need to Know About Product Pins on Pinterest

As any e-commerce business owner will tell you, the key to making sales is to make them easy for the customer. One great way to do this is through the use of Pinterest Buyable Pins. While most social media platform users are connecting with each other, Pinterest is a platform where users search for items and inspiration and save these items to boards. By integrating product pins into your business posts on Pinterest, you make it easier for customers to purchase your product without having to search through your website to find the product they are looking at on Pinterest. Product pins allow you to link the pin directly to the product page of your website.

Product Pins on Pinterest

What Are Product Pins?

Product Pins allow users to purchase your products easily. Once a user has found a product they are interested in, they can click the visit button and be sent directly to the product page of your website. This ease of access to your products will help to increase the number of sales on your website.

Product Pins

How Effective Are Pinterest Buyable Pins for Business?

Like most social media platforms, Pinterest has approximately 200 million active users each month and that number is growing every day. What makes Pinterest different from other social media platforms is the interaction of users. While Facebook, Twitter, and Instagram users typically interact with friends and family, Pinterest is all about finding inspiration and products.

Product pins allow them to immediately purchase the items they like as they search through pins and boards for inspiration. Businesses that use product pins have seen an increase in sales to new customers as well as an increase in website traffic. Statistics from business research noted that at least 20 percent of sales were driven by Pinterest Product Pins. And 90 percent of these sales were from new customers.

Setting Up Product Pins

Pinterest supports open Graph, Schema.org, and oEmbed to mark up pages to create product pins. If your eCommerce store is through Shopify, you will not have to mark the pages as they already have the correct metadata. Once you have marked all of your pages, you are ready to use Pinterest’s validator to complete the process.

Preparing Your Pins

Before you make your product pins public on Pinterest, you should create secret boards that only you can see. These boards will allow you to create a variety of pins while experimenting with different images, text overlay, descriptions, and ideas. Once you have found what works best for your products, you can then move the pins to a public board.

Selecting Images

Any time you are selling products online, the images must be top-rate and attention grabbing. The first impression your potential customers will have of your business and products will come from these images. This is especially true on Pinterest. Choose images that are high quality that capture your products at their best angle. How you show your products will depend on the type of product you are selling. Here are a few examples:

For clothing items, you can choose to model your products on a person to show your customers exactly what the outfit or items look like when worn or you may choose to display the items laying flat or on hangers. This depends on your personal preference as well as the availability of models for your items.

Selecting Images

For furniture items, you should always display them as they would be placed in a home. This allows potential customers to see exactly what the furniture pieces could look like in their home.

Furniture Items

Home décor items should always be displayed the way they would be in a home when being photographed. Remember Pinterest users are looking for inspiration for their own home. Seeing décor items as they would be displayed in their own home can draw them into a purchase.

Home décor items

Finally, if your business specializes in DIY projects and sells instructions for such projects, a collage image of your most popular projects will lead potential customers to become more interested than just seeing one project at a time. They will also be more inclined to click on your pin in order to see more project ideas.

More Project Ideas

Writing Your Descriptions

Descriptions are what lead users to your pin, keep them interested in your pin, and lead them to purchase your products. Therefore, it is important to create a description that uses keywords that potential customers may be searching for. You will also want to include a thorough description that includes information that you feel a potential consumer would want to know about your product before deciding to purchase the item. Make sure the tone of your pins and descriptions reflect your brand and connects with your consumers.

Saving and Promoting Your Pins on Public Boards

Once you have created the pins you want your potential customers to see, it is time to start placing them on public boards. By saving the pins to public boards, they become more easily accessible to Pinterest users. Existing followers will see these pins on their home feed and potential new customers will be reached when searching for similar items as well.

You may also choose to create a public group board where anyone on your team can post pins that are relevant to your business and products. If you choose to create a public group board, you will want to set strict guidelines as to what can and cannot be posted. You don’t want to alienate potential or existing customers due to an inappropriate or confusing pin.

Promoting pins can make it easier to get your pins viewed by your target audience. Promoted Pins are premium pins displayed in important positions and target specific demographics.

This can help you reach the right people with your product or service. By increasing your ability to reach your target audience, you will in turn increase your sales.

Below is an example of Promoted Pins by Target and Frigidaire.

Promoted Pins by Target and Frigidaire

Tracking Analytics

Just like any effort to increase your business and sales, it is important to track your Pinterest analytics. Pinterest provides useful analytics for your pins and audience. You can find out how users are engaging with your pins to determine what is working and what needs to be adjusted. These insights can help you to design your strategy for future pins.

Pros and Cons of Product Pins

With every new business endeavor, there are always pros and cons. In the case of product pins, the pros include:

The potential to:

  • Increase sales
  • Increase brand awareness
  • Drive traffic to your eCommerce store
  • Reach new customers

While there are a number of pros, there are also a few cons. These include:

  • No guarantee that product pins will be seen by your target audience. (To increase your chances of reaching your target audience, you should consider paying to promote pins)
  • Having to mark up each page you wish to use for your product pins using one of the three supported programs.

Obviously, the pros of using product pins far outweigh the cons. Product pins can make a difference in your online store sales and generate impressive results.

Pinterest Product Pins will help to increase your eCommerce business and achieve your conversion goals. These easy to create pins create a seamless experience for potential customers and enable you to reach a wider audience while increasing your brand awareness. Why wait? Start creating your product pins today!

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The Ultimate Guide to Pinterest Ads for Beginners

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The Ultimate Guide to Pinterest Ads for Beginners

If you are like most business owners, you probably have focused a lot of your social media advertising efforts on Facebook. With over six million advertisers, the competition is pretty steep!

The good news is that there is another social media advertising option you can test for your business: Pinterest! Pinterest only has approximately 1.5 million companies connecting with users each month and offer a great opportunity to get your business in front of more users and new prospects for your brand.

This guide will show you everything you need to know about running a successful Pinterest ad campaign.

Why Should You Use Pinterest Ads?

While many people see Pinterest as just another social media platform, it is more like a search engine. With traditional social media platforms, users connect with each other and share content with friends and family. Pinterest is a platform where users search for inspiration and new products or ideas. They are able to create boards to save the content that they are interested in.

Why Should You Use Pinterest Ads

Pinterest ads appear as promoted pins that are sponsored by a company. This makes it easier for users to find and purchase the items they dream of having. Promoted Pins list the brand sponsoring the product and contain links to a sales page to make purchasing easy.

The concept of Pinterest began as a way to replace scrapbooks and corkboards used by many for inspiration with digital boards that could be added to or edited easily. Pinterest began as a simple idea that has grown into the third most popular social media platform in the U.S. Users are able to create wish lists and dream boards and companies are able to easily showcase their products and simplify the buying process.

Getting Started with Pinterest Ads

The first step to advertising on Pinterest is to create a business account. If you currently have a personal account that you wish to convert you can visit the business conversion site and follow the steps to convert your personal account into a business account. This includes creating a business profile with your company logo, business type, and a description of who you are and what your company does.

Creating a new account for your business is just as easy. Simply visit Pinterest homepage and click the link that says create a business account.

Getting Started with Pinterest Ads

Enter the email address you wish to use for the account, create a password and enter your business name and type. Once you have entered the information click create account and you are ready to create your business profile and agree to the terms of service.

Once you have created a business account on Pinterest, it is time to create your very first board. This will make it easier for users to find your content. You will want to create business board that you can add relevant pins to. These pins can include blogs, special offers, new products, and so much more. As a business account you can create images and add summaries to each pin to grab a user’s attention.

Creating Pinterest Ads

Once you have created your business account and your first board, you are ready to enter the world of Pinterest ads. The advertising structure of Pinterest is very similar to that of Facebook and Instagram. You can create ad campaigns, ad groups, set the amount you wish to spend each day/week/month, and track the results of your advertising efforts.

There are three levels in the structure of Pinterest ads. The first level is the campaign. This is where you will set the objective of your campaign and the maximum amount you want to spend on a particular campaign. The second level is the ad group where you can decide on your budget, target audience, where to display your ads, and how long you want your ads to run. Depending on the objective for your ad campaign and your business type, you may have multiple ad groups within a campaign. The final level is the promoted pins that are the result of the process.

Creating Pinterest Ads

You will create your ads in the Ads Manager Dashboard. Once on the Dashboard, you will click create ad and begin the process. Pinterest makes creating ad campaigns simple by using a step by step process and giving you choices along the way. For example, there are four objectives to choose from when initially setting up your campaign. These include:

  • Brand Awareness
  • Traffic
  • App Install
  • Video Views

 

Set up your campaign

You will then be asked if you wish to create a new campaign or update an existing one. The next step in the process is to determine your budget limit and decide if your ad campaign is ready for an immediate live launch. If you are not fully ready to go live, there is an option to pause the campaign until you are ready to go live.

You will then select the ad group for your campaign and select a name for each group so that you can keep all of your campaigns organized.

Once you have selected your ad group, the most important part of a successful ad campaign is to select your target audience. This step is where you can very specific about who you want to see your advertisements.

If this is your first Pinterest ad, you will be asked to create an audience by choosing from four options. This audience can be based on people who have been to your site before, a set list of customers that you can upload, audience that has engaged with pins in your domain, or an audience similar to one you already have.

create an audience by choosing from four options

Once you have created an audience, it is time to target your ads to certain groups of people. You can choose a specific gender, age, language, what device they are using, their location, etc. By targeting your ad at specific people who are more likely to show interest in your product or service, you are avoiding wasted money on advertising efforts that don’t garner more business so be as picky as you like.

Advanced Options

Pinterest has a number of advanced options when creating ads on their platform. You can choose how and where your ads are displayed. You can choose whether ads are displayed as users browse their feed or similar pins, when they search for items similar to yours, or both. Choosing both allows your business ads maximum exposure to potential customers.

Advanced Options

Another advanced option is to pick interests and keywords associated with your business. This will target ads to those who share the interests that align with your business and products. You can choose from over three thousand interest and it is recommended to choose at least 25 keywords.

Advanced Option 2

Setting Your Pinterest Ad Budget

There are two options when setting your bid for ad campaigns. You can choose a daily budget or a lifetime budget. A daily budget indicated the maximum amount you want to spend each day on your ad campaign. A lifetime budget is the amount you wish to spend for the total time that your ad runs on Pinterest. The budget options you select will depend on the amount you can afford to spend on an ad campaign.

Setting Your Pinterest Ad Budget

You will notice that as you change things such as your target audience and budget the estimated number of people that will be reached by your ad campaign will change as well. This is to help you get an idea of how effective an ad campaign will be based on the choices you make.

target audience and budget

Adding Pins to Ad Groups

The final step is your ad creation is to select the pins you want to appear in the ad group. These pins will become the Promoted pins shown to your target audience. There are a few rules that must be followed in order to guarantee that your promoted pins are seen:

  • You must save pins to your own profile
  • Include destination URLs within each pin
  • Don’t use link shorteners in the destination URL or in the description
  • Follow Pinterest’s Ad Standards
  • Don’t include third-party GIFs or videos

Adding Pins to Ad Groups

Once you have followed the step by step guide to create your ads, they will need to be reviewed. This takes no more than 24 hours so you should be sure to plan your campaign to include the review time so that you aren’t waiting on the review when you want your ad to be live.

Promoted App and Video Pins

In addition to traditional promoted pins, if your business specializes in app creation, you may choose to create a promoted app pin. These pins contain a link that allows users to download the app directly from their device’s app store. If you wish to create a promoted app pin, you will want to select “app install” as your campaign objective.

Promoted videos are short videos that users can watch to learn more about your brand and products. You can choose between a standard size which is the same size as one pin or a max width pin that is the size of two pins. These videos play automatically when at least half of the ad is visible on the user’s screen. Most users will stop scrolling to watch a video which makes it a great way for you to get exposure for new products.

Selecting Images on Pinterest

Now that we have explained how to create ads on Pinterest, lets talk about what you should use for ads on Pinterest. Pinterest is an extremely visual search engine, similar to Instagram. When users search an interest of keyword, the results display as images rather than text. You want to choose images that are visually appealing to users.

Here are some helpful tips for creating strong images for Pinterest ads:

  • Use bright, warm colors. Reds, oranges, and browns tend to increase the number of clicks a pin gets. Don’t exceed 50% color saturation as those pins get more repins than those with a higher color saturation.Selecting Images on Pinterest 1
  • Use images that are light. Images with medium light get more repins than those that are dark.Selecting Images on Pinterest 2
  • Close ups are a must. Avoid white space or too much background image that can detract from the product you are trying to showcase.
  • Avoid centered images. When you divide your image in thirds, you want to have a majority of the image in the top, bottom, left, or right. Never centered.
  • Did you leave room for text? Don’t layer text over your image. Rather, crop and shift the image over to leave room for text above, below, or to the side of the image you wish to showcase.

Pinterest Analytics

The most important part of any successful ad campaign is being able to track its performance. Pinterest makes tracking an ad’s performance easy. Head over to the Ads Manager Dashboard (the same dashboard used to create your ad campaign) and select the analytics tab.

From here, you can see every ad campaign you have run as well as how many times your ads were seen, saved, clicked on, and liked. These analytics are displayed in graph form on the dashboard. Want more detail? Click more on the graph you wish to see more detail on. This will show you how many people viewed, clicked, or saved your ad in the past 7, 14, and 30 days. These analytics tools even allow you to track engagement over time, so you can improve or change your ads to continue to increase your engagement rates.

Pinterest Analytics

Pinterest Advertising Tips for B2B Companies

Create Boards Your Audience Will Love
Pinterest boards should group together content with a similar theme. You will want to carefully piece together boards with content your audience will enjoy. Once you have created your awesome boards, you will want to link all of your content to your website or a landing page. This way you are drawing users into your organization not just your pinning abilities.

Up the Visual Content

Remember, Pinterest is all about visual appeal. Its easy to talk about your company or product but, users are more interested in visual content. Using infographics, charts, advice guides, etc., your brand can increase the visual content to reach a greater audience. You will want to create stunning images by using photo editing software or take our photos at different angles rather than the traditional straight on shot.

Put a Face to Your Company
It’s easy to show off products or services you provide, and while these posts may gain attention from your audience, they don’t help users connect with your organization. To build the connection with your audience, you should add in personal items such as showcasing the people within your company or even their pets. No one can resist a cute puppy. Plus it helps people see your organization as more than just a business.

Focus on Trends

Pinterest is a great place to show trends and patterns happening within your industry as well as what you are doing to make strides within these trends. Show potential customers how you can help them stay up to date with the latest trends in the industry by creating specific boards for these topics.

Don’t Forget to Test Your Pinterest Ads

Advertising on Pinterest can be done by any business or organization regardless of size or budget. The key is to work smart and maximize the results of any ad campaign you create. This guide should help you take Pinterest by storm, if you follow the steps and tips that were given. Remember, when first starting out on your Pinterest ad campaign journey, it is important to experiment with different ideas and concepts while tracking the analytics of each ad campaign. Keep what works, fix what doesn’t and you will be doing big things in no time.

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Vol. 85: How to Get Results With Social Proof Marketing

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Vol 85 Newsletter

Social media campaigns aren’t going to guarantee your business brand awareness, integrity, engagement or conversions, especially when there’s ample competition out there being viewed on multiple screens.

Saying your products or services are one-of-a-kind or the best-there-is only brings noise to the proverbial marketing table. The proof is in the social pudding.

If you’re using online media platforms it doesn’t mean you’ve got social proof. And if you want to stay competitive in this space and stand out within your industry, you’ve got to prove yourself in the social stratosphere. Not sure if you can prove anything? Fake it ‘til ya make it.

Check Out These Quick Hits to Get Proven Results:

  • Get Credible. Investigate your industry experts and find out what licensing or certifications will help build business credibility. Then see what’s applicable to what you do and do the work, take the classes, fill out the forms and get certified.
  • Join Forces. Put more time into nurturing relationships in your B2B alliances. Cross-promote to tap into their audiences. Chances are you’ll gain some new followers and get in touch with people who are already interested in what you have to offer.
  • A Word in Edgewise. You know your business. So talk about it, whenever and wherever you can. Remember, social media is meant to position you and your company as a valued resource, not a vehicle for direct sales, at least not initially. Blog for you, blog for others, get your name out there.
  • Numbers Don’t Lie. People love to see active progression, best shown through dynamic numbers. For example, if you’re trying to hit a goal in a commitment to a charity, for example, post a ticker clock on your website banner. The motion in numbers indicates active interest and growth. Now who doesn’t want to be part of that?

Need Social Proof Added to Your Online Marketing?

Read More

 

Want to Know More About Social Marketing?

Social ProspectingOur free interactive social prospecting workbook can teach you the fundamentals of translating social media conversations into leads for your business.

Read More

 

 

 

 

Additional Marketing Tip

''With so much noise in social media it’s hard to distinguish between what’s real and b-s. Social proof helps take the guesswork out of online presence adding credibility and, in turn, sales.''
- Melanie Stern, Creative Marketing Strategist, Eminent SEO
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From the Eminent Team

We’ve been in the social aspects of digital marketing longer than most, with team members who love the digital realm of the industry but also have roots in traditional media as well. Together, we can help you formulate the best way to identify and reach your target audience.

If you’re not getting the type of response you think your social media outreach deserves, read more about how social proof marketing works:

How to Get Results with Social Proof Marketing: The Ultimate Guide

How to Get Results with Social Proof Marketing

Read More

 

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How to Get Results With Social Proof Marketing

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How to Get Results with Social Proof Marketing: The Ultimate Guide

Have you ever wondered why customers choose certain companies or products over others that are similar? The number one reason for this occurrence is social proof. Social proof plays a leading role in purchase decisions. People will often follow the cues of others. They will often select restaurants based on how many people are in the establishment when they walk by. Because so much of a person’s purchase decisions rely on social proof, it is important to understand how social proof works and how to incorporate it into each of your marketing campaigns.

What Is Social Proof Marketing and Who Should Use It?

Social proof is the technological equivalent of word of mouth but on a much larger scale. It follows the idea that customers will choose a product or business based on the reviews and opinions of other people. Any business owner, advertiser or agency should incorporate social proof marketing into their campaigns. Here are a few examples of social proof marketing at work:

Social proof

One form of social proof marketing is to display the number of customer reviews on the main product listing.

social proof marketing

This is a great example of incorporating actual customer reviews with before and after images to back up your claims.

customer reviews

This gives a general number of subscribers to a blog newsletter.

blog newsletter

This type of social proof shows potential customers how many people have already purchased or downloaded a product.

All of these marketing tactics help companies establish trust with potential new customers by showcasing the number of existing customers that are already enjoying the product or service.

The Science behind Social Proof Marketing

Since the beginning of the human race, people have been pack animals. We desire acceptance and tend to be influenced by the actions, opinions and choices of others. Because of this pack mentality, people rarely want to stand out or go against the norm. How does this benefit your business? By using social proof in your marketing campaigns, you will be speaking directly to the pack mentality of people. By showing them the number of people who have purchased your product or used your service as well as their opinion of the item or service, you are grabbing the attention of potential customers.

How to Turn Social Proof in to Sales

Now that we have discussed what social proof is and why it works, let’s look at how to use this marketing method to convert website traffic in to sales. It is important to use a variety of social proof types in your marketing campaigns. Star ratings, number of items sold/customers helped, and customer reviews all play a large role in gaining new customers; however, there is one other method that some online retailers choose to use.

This method is the countdown. It is the same countdown that has been used in infomercials for years. “Call in the next thirty minutes to get this great deal” or “only ten remaining at this special price”. Both of these statements are designed to overcome customer hesitation before making a purchase. If they believe that there are only a few items left or the sale ends soon, they are less likely to put off the purchase for later.

sale

It is important to use an aspect of social proof at every single customer touch point. These include emails sent, company landing pages, and order pages. By doing this, you will be adding a layer of social proof at each step.

How to Fake Social Proof and Build Credibility

Chances are, your business is on a much smaller scale than that of Starbucks or Target. So, how are you supposed to use social proof if you don’t have many existing customers? Fake it. There are four ways to easily fake social proof to grow your brand and gain attention.

1. Get Certified
If your business has to do with technology, getting certified can build credibility for your potential customers. There are a number of websites that offer free certification courses for those in marketing or technological fields. Once you have received a certification, place it on your website to show potential clients that you know a thing or two about what you do.

Get Certified

2. Become a Partner Company
As a small business just getting started, becoming a partner company can bring huge benefits. Many large companies offer partner programs in the areas of marketing and information technology. By partnering with a large company, you will gain customer referrals while you work to develop more social proof. Many partner programs have a tier system so don’t expect to start out at the top. Be prepared to work your way up. Once there, you will enjoy numerous benefits from the partnership.

Become a Partner Company

3. Write Within Your Niche
When you are first starting out, avoid talking only about yourself and your business. Go out and find the important people in your niche. Interview them and publish the interview information on your blog. In addition to interviews, write about why your service or product is important in your niche. You will want to learn or hire a reputable company, familiar with search engine optimization for blogs. SEO will help you to gain more traffic to your website by pushing it higher in search engine results.

Write Within Your Niche

4. Show the Numbers
Share your company stats with potential customers. This can be done in a number of ways. You can create a counter that shows number of customers, number of downloads, or number of visitors. By showing how much web traffic, followers, and users, you are proving that you are a reputable company with customers and followers. This will push potential customers to try your product or service for themselves. Remember, pack animals.

Show the Numbers

How to Gain Social Proof by Asking for It

One of the easiest ways to gain social proof is to ask your existing customers to give it to you. There are a few ways to ask customers to help you gain social proof.

The first is to ask customers to leave a review of your product or service. To do this, you should have a customer review form on your website. This will allow them to provide feedback easily on your site. But what if they forget to leave a review? Send a follow up email with a request that they leave a review and a link to take them directly to the review page.

Another great way to gain social proof from existing customers is to offer specials to those who forward your email or refer a friend to your product or service. This will encourage them to share your business with those around them. This goes back to the pack mentality of people.

Sharing Social Proof on Social Media

Social media has a large reach when it comes to potential customers, but only if you do it correctly. There are two ways to capture the attention of potential customers using social proof on social media.

The first thing to remember is that numbers speak volumes. In this method, you will use the number of satisfied customers, volume of products purchased, or number of current clients you have. You want to keep these posts short and sweet such as:

Sharing Social Proof on Social Media

The second way to use your social proof is to post excerpts from customer testimonials. Remember when you sent out those emails requesting feedback? Look through the comments you received and choose a few to use in social media posts. This will help you to reach people that may not otherwise view your company website. A great example of this is:

social media posts

Other Types of Social Proof

As your business gains new customers and begins to grow, you can begin to use a wider variety of social proof in your marketing campaigns. These types of social proof are designed for larger scale marketing campaigns and have proven to be highly successful.

Expert Social Proof

Expert social proof involves hiring celebrities or professionals that your target audience tends to relate to. This person will endorse your product in your ad campaigns. You may choose to use testimonials from influential people within your industry or, if your budget allows, a celebrity who will help to get your product out to their followers. Many celebrities will advertise for select companies on their own social media feeds, if the deal is right.

Celebrity endorsements can however cost thousands of dollars, so you should determine if the outcome will be worth the cost. Some celebrities can charge anywhere from $150,000-$500,000 for one social media post featuring your product.

The best way to use celebrities to endorse your products is to have them use the products themselves. You should also use celebrities with a connection to your niche market. This will make them a more reliable source of social proof for potential customers.

User Social Proof

User social proof refers to the reviews and testimonials from existing customers. Studies consistently show that people tend to research the opinions of others when they have already researched a product and need to justify a purchase. These reviews are often trusted just as much as personal recommendations.

You should also include testimonials from existing customers. Testimonials give insight into how your product or service has changed the lives of those who have used them. You may include a section dedicated to these testimonials on your website. This will allow potential customers to review a variety of testimonials while making their final decisions.

While testimonials give potential customers a snapshot into an existing customer’s experience, a case study will allow you to provide a deeper look into the customer story. These show the initial problem the customers were having and why they were searching for a solution and how your product or service helped them solve their problem.

These types of social proof do not always have to be in written text. Try using video or audio testimonials to further draw potential customers into the story.

Wisdom of Crowds

Remember that herd mentality we discussed in the beginning? Well, it comes into play with the wisdom of crowds. This theory uses the crowd mentality by showing potential customers how many people have bought a particular item as well as cumulative ratings from those customers. When potential customers see that hundreds of a particular item have been sold, and the overall rating is good, they are more likely to purchase that item.

Wisdom of Friends

The wisdom of friends relies on a version of word of mouth. When a customer purchases an item, have a prompt to share the purchase with their friends on their social media feeds. You should provide links to each social media platform to make it simple for customers to share their purchasing experience on each platform. To further drive customers to share their experience, you can offer special deals to customers who share their experience and tag your company in the post. You can also offer special deals to customers who forward your promotion emails to their friends.

Now that we have discussed the types of social proof and how to implement them into your marketing campaigns, it is time for you to put these ideas into action. You should begin by experimenting with social proof placement in ads, on social media, and on your website. The more you can remind a customer of how many satisfied customers you have, the better off you will be.

Reach Out and Ask About Our Social Proof

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Vol. 84: Avoid These 4 Marketing Budget Snafus

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Vol. 84: Avoid These 4 Marketing Budget Snafus - Eminent SEO

Marketing Budget Mishaps We’re All Guilty Of

Intro content While statistics can tell ad execs a lot about what’s working and what isn’t, the subjectivity of marketing often supersedes fact. It lives in the minds of creatives tasked with campaign ideology that must persuade prospects and existing customers to buy in and convert. Together, they partner with sales. But there’s a price in the typical disconnect.

Success stories in digital and traditional marketing spends are founded on some basic principles that often get lost in one-off trends.

Before you start identifying how your marketing budget will be spent for 2019, take a look at your performance this year. Use the following as a guideline. It might be painful. Nonetheless, it will serve as a powerful reminder of what’s important for strategy going forward.

4 Marketing Budget Mistakes to Avoid:

  • Forgetting Who You Are. Revisit the company mission and vision. Review your current position and how you stack up against competitors. Do your marketing initiatives define your product/service brand? If not, you’re marketing spend is off-target.
  • Clueless about Customers. When was the last time you did a survey or email campaign that focused on existing customers? Do your social media silos help identify and define who your business aligns with best? Who you want your customers to be may not equate to who they really are.
  • Knee-Jerk Reactionary Spends. Fear of missing the boat on being part of whatever is trending in marketing looks a lot like throwing money down the drain. One-off initiatives are more effective when they can be embedded into a larger, ongoing campaign. Cross-channel marketing works.
  • Buying Social Boosts. Consumers are savvier than ever before. If a social post has a lot of views but minimal engagement, you’re not fooling anyone. People want their info real and raw. Don’t waste a lot of your budget on boosts or paid ads, build your audience organically with substantive content and real time interaction.

Need a Deeper Dive into Marketing Budget Strategy?

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Additional Marketing Tip

''An annual marketing budget is like winning the lottery. You have dollars at your disposal. Spend them well and the investment grows. Spend them wrong and you're back at zero.''
- Melanie Stern, Creative Marketing Strategist, Eminent SEO
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From the Eminent Team

Our approach to content and marketing budgets is simple, straightforward and effective. Have a look at what we can do for you.

For more insights into the best ways to formulate marketing campaigns and how to distinguish wise budget spends, canvass these resources from our blog:

Examples Of Neuromarketing Marketing Strategy - Eminent SEO

Examples of Neuromarketing Done Well to Help Inspire Your Marketing Strategy

See the Full Article

Business Success Guide Rise And Shine - Eminent SEO

Business Success Guide: Rise and Shine with These Hacks

See the Full Article

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Vol. 83: Link Building Answers Could Be Right Under Your Nose

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Existing Relationships Link Building Connections - Eminent SEO

Turn Existing Relationships into Link Building Connections

If you’re a small business owner, you’re going to have to lean on existing relationships – personal, professional, etc. – to help get your business off the ground.

Building Business Relationships Digitally And In Person - Eminent SEOThis rings true for launching your own website and trying to get it to rank on search engines. Links from other websites are going to be crucial to helping you achieve the rankings you desire, no matter how great of a writer you might be.

Have you thought about using your existing relationships to land coveted links from other sites? With closer relationships, it could be as easy as asking and receiving.

In other instances, you may have to nurture your relationship with that contact. You might even offer them something – such as a positive online review – ahead of asking for a link from their site.

No matter what, don’t overlook any relationships you already have when it comes to link building for your small biz website.

Learn More About How to Leverage Existing Relationships for Link Building:

Link Building in Real Life

Additional Link Building Tip

''Link building is all about establishing relationships, and if you already have a relationship with someone, then the first step is done.''
- Chris Weatherall, President of Eminent SEO
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From the Eminent Team

Need some helping with earning links to your website? Check out our quality link building services.

If you want to read more tips on stepping up your link building and SEO skills, look to the following resources from our blog:

How Long Does SEO Take Clock - Eminent SEO

How Long Does SEO Take and Is It Worth It?

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Do PR And SEO Link Building Overlap - Eminent SEO

Do the Fields of PR and SEO Overlap? A Closer Look at How One Can Strengthen the Other

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Leveraging Existing Relationships for Website Link Building

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Leveraging Existing Relationships Website Link Building - Eminent SEO
You have probably heard many successful businesspeople say that the most important step to building one’s own business is using existing relationships. This concept may seem simple, but some may find it to be confusing at first.

While you may know other business owners, especially if you are active in your local community, you may not know how to use these relationships to build up your own business. Many small business owners think that the goal is to build your own business rather than helping others build theirs, and therefore are unsure how to ask others to make a formal connection with them.

However, you may find that many of your fellow business owners will be more than willing to help give your business a boost through website link building.

How to Begin Using Existing Relationships for Website Link Building

First, you have to identify people you know who could link back to your website. Answer these questions and take these steps:

Who Do You Know that Could Potentially Help You with This Effort?

While many people will initially think of fellow business owners, this list can include anyone you know, regardless of their business affiliations. Look to your dentist, doctor, lawyer, that friend you know from yoga who runs a blog, and even friends who are simply active on social media.

All of these people can become part of a potential link-building relationship. When creating this list, you should use a spreadsheet to keep everything organized and easy to follow.

Do They Have a Website?

While not having a website isn’t an immediate disqualifier, if they do not have a website, you will need to consider what they do have. Perhaps Amy down the street has a very active social following that would direct attention toward you with the right type of post.

Who Controls Their Website?

While many of your acquaintances who have a website may be more than willing to throw a link your way, if they don’t control the website, this may not be possible. Considering who runs the actual website is important when determining if this relationship is truly possible.

How Strong Is Your Relationship with Each Person?

When making your list, rank each individual using a scale of 1 to 5 to determine the strength of the relationship. How well do you know this person:

  • Do you see them daily?
  • Have drinks with them on Fridays?
  • Or just see them in the school drop-off line and make casual chit chat?

The strength of your relationship will determine how you approach them in regard to a link back to your website, or if you should even ask in the first place.

Talk to Your Colleagues About Potential Opportunities You May Be Missing

Building Business Relationships Digitally And In Person - Eminent SEO
Talk to your business partners, employees and even your accountant to find out if there are opportunities within your community you may be missing. Simple things such as volunteering, hosting charity events, or sponsoring local sports teams or events can help get your name out in your community.

Determine What Types of Assets Would Appeal to Each Person

Never expect someone to link to your business without something in return; business relationships are a two-way street. There are a number of simple assets you can offer to these individuals, depending on the type of business they have.

Testimonials

Testimonials are a great way to garner more business, and many people may have a difficult time procuring these gems on their own. You can write up a positive testimonial for your dentist, doctor, lawyer or even a business that sells a product or service you use.

You can make the testimonial as simple or as detailed as you choose. Either way, it is a great way to build a relationship with these valued business owners that can last a lifetime.

Images that Relate to Their Location or Product

Consider how many times you take photos of a meal at a restaurant, a product you absolutely love, or a building that takes your breath away. These pictures may seem silly at first but, you can offer them to the owner of the location or creator of the product in exchange for a link back to your business.

Sponsorships

If you already sponsor a local charity, event or sports team, you can offer to include their business in that sponsorship. This will help to get their name out in the community while they, too, share your business’s name or website with their clients and customers.

Preferred Vendor Badges

These easy-to-create badges can speak volumes on any company’s website. It shows that other businesses rely on them as an integral part of their everyday functioning. These are great for companies that sell a product that other local businesses can use.

Interview or Converse with the Individual

While there is a lot to say about this particular avenue, in its basic form, it is an interview or conversation between you and the participating individual for either a link to their website or their link to yours.

Unlinked Mentions and Unmentioned Collaborations

These are the two easiest ways to get a link back to your business. Once you have made your list of potential targets, visit each one’s website to see if they have already mentioned your business without a link on their page. If they have, you can ask them to please place a link to your business in exchange for an asset you can offer.

Even easier is the unmentioned collaborations. These collaborations signify a long-standing working relationship with the individual, which can make asking them to link to your business even easier.

Content Marketing and Press Releases

These assets may be a little more tedious to gain a link back to your website, but they don’t have to be. Content marketing can be as simple as blog post that speaks to a niche audience and shares information they may not have seen before.

Press releases are a little more difficult, unless you have a working relationship with a news media outlet. The purpose of each is to get one’s business into the spotlight.

The Quid Pro Quo Link-Building Process

Link Building Write A Thank You Note - Eminent SEOReach out to each person on your list and offer an asset you feel would best suit them. For example, a blogger may be interested in a link back to a particular post on their blog. This might be a somewhat lengthy process, so buckle up.

Always start with your strongest opportunities. These are found by looking over the relationship strength rating, as well as whether you located any unlinked mentions of your business on their website or blog. These opportunities make it easier to ask for a link back to your business.

The hardest part is figuring out what to say when asking for what you need from them. Here is a very useful email template to help you get started:

Hello ________________,

I am a big fan of your business, and I have recently begun writing online testimonials for those whom I patronize and do business with. I was wondering if I could provide you with one such testimonial for your website.

If you’re interested, I can get that started right away once I hear back from you. If you have any questions about it or want to add some ideas for things I could touch on in the testimonial, just let me know. I’m looking forward to adding on to the positive reputation of your company!

Sincerely,

________________

Create the Online Asset for Each Individual You Make an Offer To

This is one of the easiest parts of working toward closing the deal. Once you have determined which asset will be most important to each individual, you will have to create the asset you are looking to offer. It is important to have the asset ready and waiting for the individual to say yes to your offer.

Send the Offered Asset to the Individual

Once you have created the asset, and the individual has accepted your offer, it is time to send the asset to the individual. You will want to do this in a timely manner so that the individual knows that you are serious about building this working relationship.

Here is a helpful template to use when sending the asset:

Hello ________________,

Thank you again for agreeing to let me write a testimonial of your business. I have it ready, and it’s attached to this email.

As you post it to your site, I would appreciate if you could link to my website: ___________________ . Let me know if you have any questions about linking to my site, or if there’s anything else I can do for you.

Thanks again for agreeing to this, and I hope we can find ways to continue working with each other in the near future!

Sincerely,

________________

Of course, you should modify this template to fit whichever asset you have created for the receiver, along with any other unique notes you may need to include.

Send a Compelling Email with a Clear Call to Action

You want to make it clear what you are asking in return for the offered asset. This will compel the individual to follow through with the link back to your business in a timely manner. Check their website for the link and ensure it works properly.

If you don’t see the link when you check, ensure that they understood the request. Keep in mind that you must keep the tone of all follow-up emails calm and professional, so as to build the relationship rather than ruin it.

Send a Handwritten Thank-You Note

In the age of email and text messages, handwritten thank-you notes have become a rare occurrence. However, this gesture is designed to build a long-lasting business relationship.

If you have a more casual relationship with the individual who has provided the link to your website, you can thank them in person through a small gesture – such as treating them to lunch. No matter how you do it, always be sure to thank each person who extends a link to your business.

Go Forth

Many new business owners struggle with getting their business’s name out there. Using existing relationships to gain links from reputable individuals in your community and beyond is a great way to get more customers or views to your website.

Explore Professional Link Building Services

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Vol. 82: 5 Quick Tips for Effective PPC Campaigns

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Newsletter Quick Tips Effective PPC Campaigns - Eminent SEO

Succeed with PPC

With all of the changes to the organic search results over the last couple of years, pay per click (PPC) advertising is as important as ever in the digital marketing world. An effective PPC campaign will both support and enhance your overall marketing efforts while helping you achieve a solid, measurable ROI.

Here are some quick tips to help with your PPC marketing:

Tip 1: Don’t underestimate the value of keyword research.
Keyword research is the core structure of the overall PPC campaign.

Tip 2: Write compelling ad copy.
Explain what makes your company different. You have two description lines to explain your offer and the advantage you offer over the competition.

Tip 3: Test landing pages.
Perform A/B or multivariate testing on your landing pages to find out which content converts the best.

Tip 4: Pay attention to analytics and keep testing.
Review CTR and other metrics regularly to be sure you’re not throwing money away on ads that aren’t working.

Tip 5: Use PPC data to aid your organic SEO strategies.
PPC and organic SEO don’t have to, and shouldn’t, exist in isolation. The lessons you learn in one campaign might help you with another.

Get More Details on These Tips and See Additional Ones:

Get Our Free PPC Campaign Guide

More Advice on Effective PPC Campaigns from Our CEO

''Most platforms have become ‘pay to play’ in one form or another, even Google. Do a search for a product or service and look at the types of results you get. More than likely, you will see multiple paid ads first in the results.'' - @dayofjen #PPCClick To Tweet

Featured Resources

In addition to following the 5 steps listed above and in our free eBook, the following reads will help boost your understanding and execution of PPC campaigns even further.

Pay To Play Era Of Digital Marketing Strategies - Eminent SEO

The ‘Pay to Play’ Era of Digital Marketing Strategies

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8 Tips for Effective Landing Pages

8 Tips for Effective PPC Landing Pages

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Vol 81: Google’s ‘Medic’ Algo Update Threw Us All for a Loop. Now What?

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Eminent SEO Newsletter Vol 81 August 2018 Google Medic Update

Google Medic Update Proves User Experience Is King

A Google algorithm update that rolled out at the beginning of this month delivered a major shake-up to websites belonging to health care organizations. Many are calling it the “Medic Update.”

Health care sites began seeing big fluctuations in their rankings at the beginning of the month, and in many cases, the changes were not positive.

Although the algo update affected the health care industry the most, it appeared to affect a few other industries, according to Search Engine Roundtable, such as:

  • eCommerce
  • Business
  • Finance
  • Technology
  • Entertainment

Google claimed it was simply a routine “broad core algorithm update,” the same as it releases several times each year. But to us, we know this wasn’t a run-of-the-mill algo update, especially since we have various types of health care clients.

How Do Health Websites Respond?

The best response to Google’s de facto new guidelines for health care sites is to stay the course, meaning keep trying to improve on the quality of your content and user experience (UX). Don’t give up on organic SEO!

Also, if your website is offering medical advice, make sure it’s coming from a medical expert. Or, at the very least, make sure it’s signed off by and attributed to a medical professional. This will help with search engine trust and a little Google concept called “authorship.”

See How Drug Rehabs Can Get Around PPC Obstacles:

Ethical Addiction Treatment Marketing Alternatives

Medic Update Message from Our CEO

“Worried about the ‘medic update’? There is no fix – nothing quick and easy, anyway. The algorithm change didn’t target health sites exclusively; many websites in other categories were negatively impacted, as well. Why? The truth is, people are making better websites these days and Google expects more. If you want to rank with Google, there’s no secret: Continue to work on improving your website, make better content and create a better overall user experience. That’s what it takes.”
– Jenny Stradling, CEO of Eminent SEO

Featured Resources

Creating better content and UX is always recommended, and that’s what we do (for resellers also)! Here are a couple of articles that illustrate what we mean:

Keep Content Marketing Strategy Fresh For 2018 - Eminent SEO

Beware Boredom: Keeping Your Content Marketing Strategy Fresh in 2018

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How News Websites Can Deliver Better User Experience - Eminent SEO

4 Ways News Websites Fail to Deliver the Optimal User Experience

See the Full Article

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Comparison Chart of Live Web Chat Software

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In our chart below, our criteria heavily favors software whose primary purpose is providing live customer support, rather than helpdesk/tech support or serving as a team chat or CMS platform. The chart features of 11 of the top web chat products to consider for your website.

Please note that we have no affiliation with any of the following products; we just want to help you make an informed decision.

Click on the image below to see a larger version.

Comparison Chart Live Web Chat Software Programs - ESEO

Read More About Live Chat Software

 

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