Author Archives: Team Eminent SEO

Avatar for Team Eminent SEO

About Team Eminent SEO

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.

How to Get Results With Social Proof Marketing

This entry was posted on by .

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 Marketing image 2

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

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

This entry was posted in Marketing Strategy, Social Media and tagged , .

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

This entry was posted on by .

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

See the Full Article

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

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

Comparison Chart of Live Web Chat Software

This entry was posted on by .

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

 

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

This entry was posted in Business Strategy, Technology and tagged .

The Power of Demand Generation for Google’s ‘Zero Results’ Answers

This entry was posted on by .

Google Zero Results Demand Generation - Eminent SEO

Google’s brief experiment with “zero results” answers – where simple queries would only produce a single, Google-provided result in response – struck many as a bad omen of things to come in the world of SEO.

An example from April of the temporary search engine change:

Google Zero Results Search 50 Yards To Feet - ESEOAfter all, how are you supposed to get traffic to your website when the search engine pages for your targeted keywords only display one featured snippet – and perhaps a handful of sponsored links?

While the Google zero results experiment appears to be dormant for the time being, it should serve as a sign of things to come. Here, we’ll take a closer look at Google’s new strategies, as well as how demand generation can help you take advantage of the recent changes.

Google Zero Results Show It Aims to Be a One-Stop Shop

As website owners and content creators, you’ve likely noticed that, in recent years, the amount of space dedicated to organic search results on Google’s first page has been shrinking. Sponsored ads dominate the top results now, and they are increasing more indistinguishable from the organic search results.

It’s not just paid ads boxing out algorithmic search results. Google’s own services, such as Google Flights, receive preferential treatment over similar third-party services like Kayak, Expedia and Hotwire.

Google Flights Search Box Phoenix To Boston - ESEOAnd even when Google does not have its own in-house services to place at the top of a search results page, it’s taking steps to make sure that users have no need to navigate away from a Google property.

For example, during the 2018 World Cup soccer tournament, Google users who searched the phrase “world cup soccer” were shown information taken from other websites. Users would find team standings, player stats and upcoming matches, all without ever having to leave the search results page.

World Cup Soccer Google Search Results June 2018 - ESEOYes, this feature might have been convenient for the people wondering which team Brazil would face in its next matchup. However, its mere existence surely ruffled the feathers of website owners who had hoped that their coverage of the tournament would drive organic traffic to their site.

Demand Generation Puts Eyes on Your Brand

It’s clear that the search engine giant is focused on taking a larger and larger portion of total web traffic and keeping it planted right on its own web properties. If it doesn’t have to direct attention your way, it won’t. The only winning move is to build so much demand for your brand that Google has no choice but to defer to you in order to satisfy its users.

Many SEO experts are calling this new strategy “demand generation.”

5 Winning Demand Generation Strategies

Here are five of the most effective steps that you can take to increase demand for your brand. When implemented effectively, these tips force Google to shine a spotlight on your products, services or your website in general.

1. Up Your Content Creation Game

Creating and sharing awesome content is an integral part of any successful demand generation strategy. If you already maintain a blog or publish articles on your website, consider ways that you can make your posts even more valuable to your visitors.

Start by asking yourself if you are providing content with original information, or if you’re just rehashing information that users can find elsewhere. Be the first one to shine a light on new trends and data. Or better yet, be the first one to the party by performing and sharing your own original research.

2. Share Your Best Stuff for Free

A key element in building demand for your product or service is cultivating trust between your audience and your brand. One of the best ways to build trust is by providing consumers with your very best stuff free of charge.

Earn Googles Attention With Demand Generation - Eminent SEO

This might seem counterproductive, but if your audience knows that you create things that add value to their life, they will be sure to view your brand as a valuable resource in the future. Additionally, those who value your free product, tool, resource or service are more likely to share it with others in their extended network. The recipients of your free giveaway thus morph into de facto ambassadors for your brand.

3. Cultivate Client Reviews

When it comes to demand generation, there is perhaps nothing more valuable than cultivating positive client reviews. The reasoning behind this one should be pretty intuitive. After all, it’s easy to hear a business owner’s big talk and dismiss it as empty bluster. A verified client testimonial, on the other hand, is much more credible, for obvious reasons.

Whether it’s a landing page testimonial, case study or customer interview, the voices of satisfied clients are powerful demand generators and should be part of any complete marketing strategy.

4. Guest Posts Get the Word Out

 If you are looking to branch out and reach a new audience, publishing guest posts in popular publications in your space can produce fantastic results. Guest posting is great because you have the opportunity to position yourself as a thought leader in your field while also drawing attention to your own brand.

When guest posting, it is important to remember that publications with a large following will generally only accept content from established writers, so it helps to start by submitting to smaller outlets before working your way up the ladder.

5. Social Media Is King (for Demand Generation)

There are few tools more powerful than social media when it comes to demand generation for your business. By regularly engaging with your audience through channels like Twitter, Facebook and Instagram, you can cultivate a loyal following that associates your brand first and foremost with the product or service you provide.

To make the most out of your social media presence, it is important to constantly test which kinds of posts generate the most response. It’s going to differ from industry to industry, so you will probably have to tinker with it for a while until you find the sweet spot.

Reshares, likes and comments are a great metric to measure a post’s impact, allowing you to zero in on your target audience. And once you know what works, you can make use of automation tools to schedule future postings, ensuring that you share content at the optimal time.

Start Generating Demand Today!

Now, demand generation might not be necessary for every industry, but if you want to thrive in today’s search engine landscape, you now have a better sense of how to get started.

Learn How Long SEO Usually Takes

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

The Importance of a Website SEO and Brand Audit

This entry was posted on by .

Website SEO And Brand Audit - Eminent SEO
Not auditing a website before determining the scope of work for a large SEO project is like going fishing with no bait. You’ll only get bites from the small fish that don’t really know SEO. An experienced SEO agency will not take on a large SEO project without auditing it first.

Oh, your website isn’t working? Can’t afford a website SEO and brand audit? There’s your problem right there. You don’t have a budget to do real marketing. Might as well not even finish reading this post then if you’re “one of those.”

What’s Does a Website SEO and Brand Audit Include?

I think it’s hilarious when business owners call and tell me their website traffic is tanking and when I offer a paid website audit, they tell me they don’t need it. Huh?!

Every website needs an audit, even if there is SEO actively being done. A full website SEO audit would include reviewing the following:

  • Your brand and how those keywords appear on Google search
  • How well search engines can access the website
  • Which keywords the website is currently ranking for
  • The design and user experience quality
  • How fast the website loads on all devices
  • How the website scales content to fit on all devices
  • The online brand reputation
  • Social media exposure and messaging
  • Website content quality
  • Quality and quantity of backlinks
  • How many internal links are broken
  • Duplicate content issues
  • Link penalty issues
  • Competition and their organic exposure

A comprehensive website SEO and brand audit should be performed by an SEO expert – someone who knows what to look for. Tools can help identify issues, but it still requires a professional to dissect the data and tell you what’s really wrong with your website. It also requires an expert to develop an effective SEO strategy that will fix all the issues found in the audit.

Seems like common sense right? That’s because IT IS.

You should perform an audit on your website on a quarterly or semi-annual basis. This doesn’t mean tracking the website in a tool and waiting for the tool to tell you what’s wrong. I mean a real website SEO audit where someone manually reviews all of the action items mentioned above.

Why You Need an Audit Right Now

Benjamin Franklin Investment In Knowledge Interest Quote - Eminent SEOBusinesses often come to us with broken websites. The business owner doesn’t really know why their website is broken because they’ve been paying for “SEO” for several years. The truth is, their business probably wasn’t really investing into a real SEO campaign. There are a lot of companies out there that do spammy SEO techniques and get away with it because business owners aren’t aware of the shadiness.

Businesses that are caught up in the old SEO techniques, or that haven’t had their website analyzed in a while, need an audit right now to get out of the slump they’re in. Ninety-nine percent of the time, we will need to do a major cleanup of the past SEO to make the site compliant with Google’s quality guidelines.

Another reason you need an audit right now is because your website probably sucks. I’m not saying that in a bad way; it’s just true. There aren’t a lot of website developers that understand the complexities of SEO. Therefore, they won’t have the ability to build you a fully optimized website. It will just be a skeleton.

The real website experience comes from high-quality user experience designs, silo architecture, dynamic development and great content. If you’re missing any of those, your website sucks.

A rock-solid website requires a team of professionals to develop the site, because designers, content developers, website developers and SEOs should strategically work together to develop the most KICK ASS website for its industry.

@eminentseo
@eminentseo

When your website isn’t producing leads, your business is losing money and opportunities for growth.

Tweet this out
That should be enough reason to purchase an audit.

Keeping Your Website Healthy Means More Money for Your Business

When you maintain a healthy website, the organic rankings will climb. The rewards? More money for your business because you’re constantly attracting qualified leads.

Keeping your website optimized with fresh content and digital assets creates a real advantage for your business. Websites can see thousands of organic rankings and easily 20,000 unique visitors by just keeping it clean with fresh, high-quality, optimized content the audience wants to see. We know because we’ve done it.

Don’t Cheap Out on Your Website SEO

Looking for qualified inbound leads? You need an audit.

Looking to grow your website traffic? You need an audit.

Trying to dominate your competition online? You need an audit.

Have an outdated website? You need an audit (and a new website).

To be real, every website should have a professional website brand and SEO audit done right now. We’re on a mission to clean up all the spammy websites that provide zero value to users. More specifically, we’re looking to build businesses valuable websites that have beautiful designs, messaging and SEO.

@eminentseo
@eminentseo

If your website SEO isn’t bringing in qualified leads or your website isn’t converting them, an audit is considered PRICELESS.

Tweet this out
If you’re ready to dominate your competition and grow your brand organically online, you have to invest in SEO. Well, what are you waiting for? Let’s get started!

Our Website Audits and Custom Strategies

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

What’s the Difference Between Web Designer and Web Developer? Which Does My Business Need?

This entry was posted on by .

Difference Between Web Designer and Web Developer - Eminent SEO

When discussing website construction, the terms web designer and web developer are very often used interchangeably. To the laity, both of these titles simply describe a person whose career is building websites for businesses, and to an extent they are right. However, web designers and web developers work in two separate, but often closely related, spheres of website production.

While the roles of web developers and web designers are different, both work hand in hand in order to create a visually stunning and structurally sound website. In this article, we’ll discuss the differences and similarities between these two types of professionals to help you decide which one you need for your business.

What Is a Web Designer?

Web Design vs Web Development Work Together - Eminent SEOA web designer’s job is all about capturing the essence of a client’s vision and transforming it into a model of a potential website that is both aesthetically pleasing and user-friendly. Similar to the way an engineer is responsible for designing the blueprints and models for a bridge before construction begins, a web designer’s task is to create the look and feel of a website before the web developer can bring it to life.

A good web designer will be equal parts artist and craftsman, possessing both a solid understanding of design theory, as well as the technological limitations faced by the development team in charge of building the website.

A web designer’s job description includes skills such as:

  • Knowledge and proficiency in both logo and graphic design
  • An understanding of design theory, including flow, color, spacing, balance and proportion.
  • An intuitive feel for creating the best user experience for a website’s visitors
  • In-depth knowledge of software tools such as Sketch, Photoshop, Illustrator, and Canva
  • Maintaining up-to-date knowledge of the latest trends in the design world

What Is a Web Developer?

A web developer’s job is to take the models and sketches for a website created by the web designer and turn them into fully functional webpages. If the web designer’s role can be likened to that of an engineer or architect, consider the web developer as a sort of construction worker responsible for building the website from the ground up.

Web development can be broken down into two main categories: front-end development and back-end development.

The Front-End Web Developer

The front end of a website is what visitors will see and interact with on their browser. Also known as the “client side,” the front end consists of all of the text, images, colors, buttons, internal links and menus that the user experiences directly.

In short, the front-end developer is responsible for making sure that the visitor experiences an error-free website that looks exactly how the web designer envisioned it.

There are three primary coding languages used by front-end developers. These languages are:

  • Hypertext Markup Language (HTML)
  • Javascript (JS)
  • Cascading Style Sheets (CSS)

The Back-End Web Developer

A website’s back end refers to the portion of a website that a visitor will never directly experience, and is made up of three parts: an application, a server and a database. The back end serves as the link between the server and the website’s visitors.

The majority of the code for the web application can be found on the back end. It’s important to keep in mind that poor coding on the back end will translate to a sluggish, glitchy performance on the front end.

Back-end coding languages differ from front-end coding languages, and include:

  • Python
  • PHP
  • Ruby on Rails
  • SQL
  • Java
  • NET

A backend developer is responsible for making sure that all of the right data gets sent from the server to the browser. If the front end is the 10 percent of the iceberg that floats above the water’s surface, the back end is the other 90 percent that remains submerged.

Which of These Professionals Should Your Business Use?

Web designers and web developers are both crucial players in creating an awesome website for your business, so it only makes sense to recruit the help of both.

There’s a reason why the saying “two heads are better than one” has been around for so long: because it’s the truth! When a proficient designer and developer collaborate, they can make magic happen. These two groups of professionals each bring a unique set of skills to the table, both of which are vital to the success of a website project.

The Importance of Working Together

Front End Website 10 Percent Back End 10 Percent - Eminent SEOHaving the design and development teams work side by side ensures that everyone is able to plan and execute the project efficiently and effectively. Allowing the design team to run their sketches and mockups for the website past the development team on an ongoing basis guarantees that the initial design approved by the client is both practical and achievable.

After all, as a client, you never want to hear that the design team bit off more than they could chew halfway through a project.

Not only is working together from day one a surefire way to avoid many costly and time-consuming setbacks, it allows two different types of creative minds to work in synergy, creating a website that not only meets but exceeds the client’s expectations.

Additional benefits of hiring a close-knit team of web designers and developers include:

  • Having multiple sets of eyes on every stage of website construction, identifying and correcting flaws and mistakes as they arise
  • The opportunity for creative brainstorming between both right-brain thinkers (designers) and left-brain thinkers (developers)
  • Mutual accountability between the two teams
  • A finished product where the aesthetic elements complement the interactive elements, and vice versa

Despite the Difference Between Web Designer and Web Developer, Should I Hire a Hybrid Specialist?

If you are looking to build a website for your business but have only a limited budget for the project, it might be tempting to hire a single person playing the role of a hybrid designer-developer. This approach may work for some businesses owners, especially those looking for a fairly basic website and are not overly concerned with visitor engagement and conversion. However, like most things in life, you are likely to get what you pay for.

A so-called “jack of all trades” is unlikely to possess a deep understanding of both web design and web development, which means that projects tend to take longer to complete, and the final product is unlikely to live up to your, and even their, expectations.

Moving Forward

Hopefully, you now have a better understanding of the dynamic relationship between the web designer and the web developer, and just how important each role is in creating the perfect website for your business.

If you still have questions about the various considerations that go into building a website, come check out our website design and development page and learn more about how the expert team of designers and developers at Eminent SEO can help you grow your business and your web presence.

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

Why You Should Invest in Cannabis SEO for Your Canna-Business Right Now

This entry was posted on by .

Cannabis SEO For Your Canna-Business - Eminent SEO

Are you a cannabis business looking for a smokin’ deal? Cannabis SEO is where it’s at.

For cannabis companies, it’s important to understand where your advertising dollars are best being spent. If you’re a start-up dispensary or product manufacturer, you’re probably wondering how you’re able to get your brand out there to potential customers. A cannabis SEO strategy for your business would be an ideal place to invest.

Organic Search Can Be a Top Lead-Generating Channel

Without the ability to bid on keywords that you’d want to target for conversions through Google AdWords, you can still rank for these keywords organically on Google.

Top Shelf Cannabis Dispensaries Google Search - ESEOFor the search query above, the first few results are organic listings. There aren’t any paid ads or local listings within the first few results, at least for now.

Cannabis Local Search Rankings Google Screenshot - ESEOAs you move further down the page for the same results, Google displays local organic listings and videos.

When performing a local search query, you’ll find that the results are still all organic, but make note that the local listings are the very top of the results.

Cannabis Dispensary In Arizona Google Search Screenshot - ESEOWithout paid ads taking up the majority of the search results, you have the opportunity to develop a website that can rank organically and see traffic from the organic search sources such as Google Maps and Google Organic.

How Do Websites Compete Organically on Google?

There is an array of organic ranking factors that Google considers before a website can organically rank in one of the top positions. These factors include:

  • Quality of website user experience and design
  • How the website functions on mobile platforms
  • Quality of website content
  • Which keywords the website is optimized for
  • Quality of other websites linking to this website
  • Social referral traffic and signals
  • Other referral traffic
  • User engagement on the website (time on site, bounce rate, pages per session, etc.)

By investing in a high-quality website design with optimized content up front, you are investing in your future SEO strategy – one that will bring your company qualified leads.

@eminentseo
@eminentseo

The longer you wait to invest in website SEO, the farther you're going to fall behind your competition.

Tweet this out

Cannabis SEO Is Your Best Bet for ROI

Cannabis Search Rankings Are Ripe For The Picking - Eminent SEOCannabis businesses will be required to invest in their own websites because Google, Facebook, Instagram and YouTube are being very strict about their advertising policies for cannabis-related content.

Are there some loopholes to get found with paid advertising? Sure. However, don’t count on this for a long-term strategy if you want your brand to grow. It’s only a matter of time before the platform shuts down your ads or your entire page. So, tread lightly…

By investing in your website with cannabis SEO, you are developing unique content that will live on forever with Google. Blog posts can easily rank for years on end for a website as long as the topic is still highly relevant to the search query. This brings a large amount of organic traffic to your website with just one piece of content.

Now, multiply that one piece of content by hundreds of pages/posts on your website that could potentially rank for their own variations of different keywords. The possibilities are endless.

SEO is always a top lead-generating channel for businesses of any kind. People are using Google on their mobile devices to find:

  • Local marijuana dispensaries
  • Top-shelf cannabis strains
  • Legal news
  • How-to videos
  • And more

If your website provides useful information and content that speaks to that audience, you will see month-over-month organic ranking increases.

Have Patience with Rankings and Traffic

Keyword rankings lead to qualified organic traffic. As long as you’ve designed your website for optimal user experience, the site shouldn’t have issues converting that traffic into qualified leads.

All of our clients who have invested in an exceptional website and content with ongoing maintenance see a full return on their investment. Sometimes it can take a little longer to see results than anticipated, but the campaign will pay off. Just give it some time.

Related Post: How Long Does SEO Take and Is It Worth Investing In?

How Cannabis SEO and Social Media Work Together

A lead-generating SEO and social strategy will always work together as one unified campaign. For ongoing SEO, you’ll constantly need up-to-date articles or blog posts on your website to keep search engine crawlers coming back to your site and indexing your content.

Social media plays a large role in helping the content you’re generating on a weekly or monthly basis find an audience much quicker. By using social platforms to feed your audience the fresh content they want to read, your content will acquire social signals, user-generated comments and user engagement on the website. Those are three of ranking factors I mentioned above.

Puff, Puff, Pass the Competition

If you’re looking to invest in your cannabis company for long-term revenue increases, SEO can be your best option. We’ve already seen it happen with other cannabis companies. The longer you wait to invest in your website SEO, the longer it’s going to take to get ahead of your competition. Believe me, you’ll be able to smoke out the competition.

Our Cannabis Branding and Marketing Services

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

Business Success Guide: Rise and Shine with These Hacks

This entry was posted on by .

Business Success Guide Rise And Shine - Eminent SEO

In an era of ever-changing consumer tastes and preferences, challenges have become the dominant constants in every sector. Industries that hitherto thrived on traditional business methods are now faced with the challenge of business success in the age of competition.

So, which factors scale up productivity and ultimately bring about success? It’s quite straightforward. Rather than dwelling on the setbacks, here are top hacks that can help your business to rise and shine.

Set Up a Business Website

Getting ahead of your competition is no easy task, and when aiming to achieve optimum business success, your to-do list will never end. That said, setting up a business website is one way to stand out from your competition. Don’t take shortcuts. It is imperative to have a website that tells both potential and existing customers that you mean business.

In fact, most consumer business purchase decisions start with a search engine. So, what does this mean for your business? First impressions count. By now, it’s clear that a great business website is crucial for business success.

Improve Workflow Organization

Time tracking and workflow organization allow both management and staff to keep track of projects as well as goal progress. You can optimize and implement a system for tracking employee workloads and responsibilities. If an employee is getting off track, it’s immediately identified, and an opportunity for a timely correction is provided.

Such a system should also facilitate clear communication between employees to allow them to sync their short-term and long-term goals. Also, this type of system should help you look at the business process from the view of a regular employee. From there, you could draft a clearer map of workflow organization.

Utilize Emerging Technologies

Establish Your Brand Quote Danielle Knox - Eminent SEOToday’s ideal workplace involves instant communication and mass access of data and information. Providing employees with the latest technology allows them to perform their duties on time and with minimal effort.

Sure, implementing the latest tech can come at a cost, but consider the outcome. You’ll save countless hours and increase employee productivity. Moreover, online-based tools and technologies reduce cost and improve efficiency. Here are some examples:

  • E-conferencing: Today’s workforce is no longer constrained by geographical boundaries. Innovations in cloud computing and faster internet allow business meetings to go on without being chained to one specific physical location.
  • E-purchasing: Online purchasing is an alternative way to get goods or services from a supplier’s store. While electronic purchasing is extremely competitive, it helps improve customer service, reduce the cost of the transaction and improve profitability.

Keep Employees Happy

So, how do you ensure that your employees are happy? Foster employee empowerment, development and appreciation.

Employee Empowerment

Empowerment entails giving your employees the autonomy to make important decisions. However, note that employee empowerment is not about management relinquishing all authority. Instead, it’s about trusting your staff to make certain decisions based on their individual capabilities.

Employee empowerment fosters a sense of independence in an organization. As a result, the workplace becomes flexible. Staff members are most productive when satisfied, appreciated and indulged in decision making.

Encourage and provide active learning and development for your employees to help them hone their professional skills. This way, they can take on the challenges that come with decision making.

Positive Reinforcement

Set Up Business Website Get One Yesterday Quote - Eminent SEOWhile training and employee empowerment are a great start, you also have to motivate, encourage and reward. A gloomy workplace reduces productivity.

Whatever needs to be done to cheer up your team, do it: Order pizza at work; offer free tea…the list is endless.

Try to show employees that the company is concerned for them. For instance, offer personalized incentives for outstanding individuals.

Collaborating with insurance companies to provide car insurance for employees can be another way of rewarding them.

Remember, when your staff members are motivated, improved productivity is a priority on their to-do list. A study conducted by the University of Warwick indicates that motivated employees are at least 12 percent more productive.

Instill a Continuous Improvement Approach

Improving business success is an ongoing process. As a result, you must set up a flexible plan to help you develop a continuous improvement approach. Start by assessing what successful businesses in your industry do. However, do not copy. Though you might be in the same industry, what works for them might not work for your business.

The next step in establishing a continuous improvement approach is identifying your weaknesses. If you feel that your decision cannot be impartial, seek external help in order to get an objective viewpoint on the areas to improve. After identifying the strengths and weaknesses, look for a breakthrough. Continuous improvement facilitates success without necessarily incurring more cost.

Commit to Excellent Customer Service

Employees are the people behind the scenes of a business’s success. But customers are the focal point of any business. To improve your business success rate, you must focus on both existing and potential customers.

Excellent customer service entails making sure your products and services fulfill the customer’s need. No matter your business niche, you can make customers feel valued and appreciated. Satisfied customers are an asset. Ask for feedback, opinions and suggestions to better fulfill the customer’s (and future customers’) needs.

Take Calculated Risks

Many businesses spend a lot of time trying to predict all possible unfavorable outcomes. But this is nearly impossible. Sometimes, when making business decisions, you might feel like you are in a life-or-death situation. But inaction will prohibit progress and iterations that get your business closer to success.

Always seek to disrupt yourself from your comfort zone and take calculated risks to stay ahead in a dynamic world. Trust your instincts and have grit.

Business Success Guide Final Tip: Embrace Technology and Change

The aforementioned mentioned hacks can result in notable changes in a business’s success. If your business has not embraced technology, it’s time. Technology will allow you to tap into a vast network of connections and exponentially expand your market.

When stakes are higher and the playing field wider, it is imperative that you make your business flexible to change. Seriously assess how your business is currently operating and be open to any potential changes. In other words, always strive to measure your success to see if your business is truly moving forward.

Learn How to Align Your Sales & Marketing Teams

 
Helen Cartwright Writer HeadshotNote: This is a guest blog post written by Helen Cartwright.

See more from Helen at http://www.helencartwright.com/

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

How to Convert Leads into Sales by Understanding the Buyer’s Journey

This entry was posted on by .

Understanding The Buyers Journey To Convert Leads Into Sales - Eminent SEO
Sales … leads … where do I begin? So many businesses are finding it difficult to generate qualified leads. Many businesses are also generating the wrong types of leads and not converting them into sales.

As a business owner, you’re probably wondering how to:

  • Generate new leads for your business.
  • Convert existing leads into deals.

The good news is an effective digital marketing strategy will be able to produce qualified leads for your business. We’ve been successful with all of our clients and achieving their goals for lead generation. The drawback is businesses have to invest into managing the leads properly and leading them through the extensive buying process.

Getting to Know Lead Life Cycles and the Marketing/Sales Funnel

First, you must understand that there are different types of leads and respective life cycles. A lead life cycle is defined as the life of a lead or prospect.

Website Visitor/Prospect

This is not considered a lead yet. This is someone who is doing their research and came to your website through a marketing campaign.

Marketing Qualified Lead

These leads are doing their research still. They may have come from Facebook or an eBook offer download on your website. These leads aren’t ready to be sold. They are looking to be educated.

Sales Qualified Lead

These are leads that are ready to make a buying decision. They have already done their research on your product or service and are sold on it.

The New Marketing And Sales Funnel Pyramid - Eminent SEO
All they need to be sold on is the fact that you are the company that can fulfill their needs.

Opportunity

This is when a lead has transitioned into an opportunity to become a client.

Customer

When the opportunity has paid for your product or service!

Track Your Leads Down to the Source

How we determine different types of leads is:

  • Where the lead originated from
  • The content the lead engaged with

This is where lead tracking is SUPER important. If you don’t have call tracking or lead tracking of any kind, you need to get that first.

When there is proper lead tracking installed on the website, we can tell where the lead originated from down to the source of the call with dynamic call tracking. By knowing where the lead came from, our team can dissect the data to understand user intent. That’s where the sales and marketing funnel comes in.

Depending on the lead source and content they’re interested in, you can determine their stage within the buyer’s journey.

The Buyer’s Journey Breakdown

Let’s face it, the sales process is VERY long. Now that the internet exists, buyers want to see everything possible before making a decision.

By understanding the buyer’s journey, you can learn what to expect for the duration of closing a lead to a sale. You will also know how to qualify your leads better and provide them with useful resources.

Awareness Stage

This is the stage where the prospect identifies there’s an issue and that they need help. They are not yet educated on what that solution is, but they are aware that an issue exists. This is the stage where users will normally convert on offers such as eBooks, blog posts or newsletter sign-ups for more information.

Consideration Stage

This is the stage where the prospect has started doing their own research for the problem they need help with. They will usually engage with offers such as:

  • Case studies
  • Downloading a brochure about your service
  • Browsing your products or services
  • Learn more about your team

It’s important to educate them extensively about your specific offering during this stage.

Decision Stage

Prospects that are ready to make a decision will simply call, email or chat with you directly. They have made the decision to move forward with a certain company, and hopefully you are that company. You still might need to do some nurturing for prospects in this stage, but they are definitely sold on the idea they need your product or service. They just need to be sold on your specific offering and company.

Service Stage

When the prospect has converted into a paying client, it doesn’t mean the nurturing stops. You have a reputation to maintain and a client to keep happy now. This stage is very important to maintain a happy relationship with your client by providing a superior customer service experience.

Brand Advocate Stage

When you have a happy client, they automatically turn into a brand advocate for your business. Get them to follow your social media platforms to give you street credit about your product or service. Positive reviews from happy clients create assets that you can use for your business long term. The other benefit is, other people will read them and consider your company!

Five Stages Of The Buyers Journey - Eminent SEOLead nurturing should never stop after they decide to purchase from you. There are many ways to stay in front of your current clients and nurture them into purchasing from you again or promoting your brand to their friends and family.

Understanding Lead Sources and Buyer Intent

There are various sources that generate leads if you’re investing into multi-channel marketing for your business. Sources are where the lead actually originated from, not where they converted from.

For example, your lead came to your site originally from a Facebook ad. Then they visited your blog, your services pages and left the site. They come back in a month after they’ve done their research and Googled your brand. They initiate a chat with you on your website.

The original source of this lead is still considered the Facebook ad. They’ve just been nurtured along the buyer’s journey to get to the Decision stage where they Googled your brand directly to make that next step. The lead source is not your website chat.

Here’s a breakdown of a few digital marketing sources that generate a large volume of leads:

Google Organic Search

This one gets a little tricky because you can have users from any stage within the buyer’s journey come to your website from here. What we typically like to look at the most is what type of content the user came in to see. If it was a blog post, for example, that user would be in the Awareness stage, because our blog post strategy is typically less salesy and more focused on educating.

If the user entered via a service or product page on your website, that means they’re typically searching more Consideration-type keywords and are looking to assess your company for that product or service.

Google Paid Search

Google paid search is very similar to Google organic search. Most companies like to bid on the keywords that are going to produce conversions. If that’s the case, then the majority of these users would be in the Consideration stage. Some might even be in the Decision stage and are Googling your brand directly to make that phone call.

Read More on Modern Paid Marketing

Facebook

Facebook has spent a lot of time and money optimizing its platform so businesses can connect directly with their distinct audiences. With Facebook ads, you can actually target users to message you through Facebook messenger.

Our team has tested these campaigns substantially in the last year and learned that these leads are more in the Awareness or Consideration stages. Most people want to chat about the problem they’re running into, but they’re not necessarily ready to buy.

A snapshot on the various sources that you may consider for a marketing campaign:

Multi-Channel Marketing Venn Diagram - Eminent SEO

@eminentseo
@eminentseo

96% of website visitors aren’t ready to buy yet, according to Marketo.

Tweet this out

How to Nurture Leads to the Next Stage

Lead nurturing can be extremely effective when done correctly. The problems we often face are:

  1. Marketers don’t understand the business well enough to do the lead nurturing for the business owners.
  2. Sales teams don’t understand how to nurture leads by utilizing digital content.
  3. Sales teams don’t have a process for closing leads into sales.
  4. All the above.
@eminentseo
@eminentseo

Converting a lead to the decision stage is only the beginning of another process: the sales process.

Tweet this out
We have laid out some simple steps to consider when nurturing leads or coming up with a lead-nurturing strategy for your sales team:

1. Segment Your Leads

First things first is to segment your leads into the correct buckets. Remember the marketing and sales qualified life cycles? You need to segment leads into those two buckets, at minimum. You can always expand into more lead types if your business has many more.

Marketing qualified leads should be sent more informative and education-related materials. These materials may include eBooks, quizzes, videos, blog posts, infographics, etc.

Sales qualified leads should be sent more consideration related materials such as brochures, case studies, team bios, product samples, etc.

Each week, have a dedicated employee sort through the leads and determine which type of lead they are.

2. Build a Lead Scoring Strategy and Score Your Leads

Each business is unique and requires a custom strategy for this to work. Your strategy should include all of the digital assets you currently have and which assets you need to expand on to help nurture your leads along.

Digital assets can be considered:

  • Blog posts
  • Website landing pages
  • Videos
  • eBooks
  • Case studies
  • And more

After you have a strategy built with the content you want to provide, you must also develop a lead scoring strategy for the various life cycles of a lead. Develop a tagging system to tag your calls and messages, so that you can easily sort these leads at a later date when it comes time to follow up.

3. Develop Canned Responses for Your Sales Team

To make their job even easier, you can help them by developing canned responses for frequently asked questions. If you’ve owned a business for a while, you probably already know the basic questions your prospects often ask. Have those answers ready with the appropriate content and call to action for those various lead types.

4. Invest into More Targeted Content for Various Buying Stages

If you find that certain digital assets are not helping your team close the deal, you have to invest into better targeted asset and content development. Digital assets will benefit your brand and website for years to come. Develop assets and content for each buying stage based on what your prospects are asking/wanting.

5. Start the Conversation

With today’s generation wanting instant gratification, your prospects do not want to be sold. Being more conversational and personal in your approach to customer service is extremely important. Instead of sharing salesy materials (unless they ask), share a quiz for them to take or a new book to read. They want to be provided with the materials to self-educate.

6. Less Is More

Since people want instant gratification and have an attention span of a 3 year old, the best way to approach any landing page is to provide fewer options for the prospect. Always have one clear call to action on the landing pages you deliver during your lead-nurturing process. That way, they aren’t distracted by everything that’s irrelevant to your conversation, and they’re more likely to convert on that CTA.

7. Automate as Much as Possible

There are many tools out there today that can help your business automate your sales- and lead-nurturing processes. These tools make it easier for your sales team to send out emails, automatically respond to website chats and messages, create proposals, automate unqualified leads through a funnel and manage the lead pipeline in one dashboard.

8. Be Timely in Your Responses

According to Hubspot, leads are 21 times more likely to enter into the sales process as a qualified lead when contacted within five minutes versus 30 minutes after a touchpoint on your website or social platform.

9. Be Personal

The digital age is full of automation. There’s a fine line between automated and manual responses. When your team is responding to an email or a Facebook message manually, make sure to always keep the responses personalized. It’s all about personalization and providing relevant resources to what the prospect is asking.

10. Align Your Sales and Marketing Strategies

This is probably the most important part. If your sales and marketing teams are not communicating regularly, you have a problem. Marketers today have much more insight than sales teams because they are the ones reading the data every single day while your sales team is out selling.

Marketers can and should:

  • Provide the sales team with existing targeted content to share.
  • Develop more content for certain types of leads.
  • Help automate the sales process.
  • Help with canned responses.

Read More on Aligning Sales & Marketing Strategy

Your Turn to Convert Leads into Sales

This post might seem overwhelming, but the main takeaway is to know that not all your leads from digital marketing campaigns are ready to buy. In fact, the majority of them are not ready.

The buyer’s journey is a long road, and sales teams need to understand that leads don’t close overnight. They also do not want to be sold. A solid strategy requires an integrative sales and marketing nurturing approach. Good luck out there!

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me:

The ‘Pay to Play’ Era of Digital Marketing Strategies

This entry was posted on by .

Pay To Play Era Of Digital Marketing Strategies - Eminent SEO
Marketing has been transforming businesses for ages, since way back in the 1960s when advertising strategies stemmed from one simple creative idea that transformed small businesses into huge, recognizable brands today. Back then, creative advertising teams focused less on the research and more on creativity.

1960s Tide Ad:
1960s Tide Ad For Women - ESEOvs. 2018:

Tide Pods Oreos Faux Flavor - ESEO
Needless to say…things have changed. Not that marketing is no longer creative, but it’s just way more complex. And we have to educate kids on not eating Tide pods rather than selling the products. Enough said.

The Evolution of SEO and Social Media Digital Marketing Strategies

The Evolution Of SEO And Social Media Digital Marketing - Eminent SEOWe’ve been doing search engine optimization (SEO) and digital marketing for over 12 years. Our team has been in it since Google and AOL Instant Messenger was all there was. Did I mention dial-up internet too? Yeah that used to be a thing.

Digital Marketing Platforms

When we first began doing SEO strategies, it was a hell of a lot easier than it is now. Back then, you didn’t have to worry about hundreds of different ranking factors or platforms for a website to be visible online.

Now, you have to think about Google Organic, Google Local, Google AdWords, Facebook Organic, Facebook Paid, Instagram Organic, Instagram Paid, LinkedIn Organic, LinkedIn Paid, Twitter Organic, Twitter Paid, and all their different algorithms. Each platform has a paid and organic option which requires its own strategy, since each audience is unique.

Within each platform, there are also different campaign types. With Facebook, you have a variety of options, including

  • Video views
  • Sign up for phone call
  • Messages
  • Website traffic

Devices

Platforms are just scratching the surface when it comes to how things have evolved online. When we first started, we only had to think about desktop computer users and their user behavior.

Now, online users aren’t even using their desktop. They’re on their mobile devices.

More users are searching for local services on their mobile devices than ever before. If your brand isn’t mobile-facing, then you’re falling short with your SEO.

Website User Experience

Back in the day, we didn’t take into consideration the website user experience. The entire website was focused on the keywords and getting as many of them on the site as possible to achieve top Google rankings.

Needless to say, that technique is way outdated, but we still see a lot of SEO companies doing this. A word of advice: These short-term strategies will only hurt your site in the long term.

Today’s digital marketing strategies focus heavily on website user experience and attracting user engagement. When your website content is high quality, personalized and easy to navigate, users will stay engaged with the site.

You Must Be Visible on All Platforms or Your Sales and Leads Will Suffer

In order to really grow your online leads, you need to consider all of these changes as well as all of the platforms your potential audiences live on.

“What if my audience isn’t on social media?”

We hear this so often from business owners. It’s completely inaccurate and makes me giggle every time I hear it.

Yes, your audience lives on social media. Yes, your audience is searching on Google. Why? Because EVERYONE is using social media and Google.

The Problem with Only Focusing on Organic Results

We are organic marketers, so we believe businesses should focus their marketing dollars on organic marketing first. However, with today’s algorithm shifts on Google and Facebook, you have to consider some paid ad budget.

Organic marketing alone takes time to see results. You can expect anywhere from 12 months to several years to see full results from organic marketing.

It’s not that it doesn’t work; it does work. Again, you’re only visible on the organic platforms though. Your business will not be visible in Google’s top paid ads or in Facebook’s newsfeed as often since those platforms allow paid ads to be at the top.

The Hybrid Approach: Organic Marketing Plus Paid Ads

The benefits of utilizing the hybrid paid and organic marketing approach include:

  • Your brand will receive visibility a lot faster.
  • Organic keyword rankings will increase much quicker.
  • Your website content will get much more visibility.
  • Social platforms will attract many followers within your targeted demographic.
  • Your content will be targeted to a specific audience and geographic area.
  • You’ll have the ability to test different landing pages for conversions.
  • You’ll increase your qualified leads much faster, since organic alone will take at least a year.

Why You Need Digital Assets for Marketing to Be Effective

Paid and organic marketing are essential to growing your brand. However, you still need to consider all of the different campaign types required in order to attract these qualified leads. That’s where quality content and digital assets come into play.

Digital assets are considered:

  • Videos
  • eBooks
  • Brochures
  • Media kits
  • Blog posts
  • Landing pages
  • Quizzes
  • Podcasts
  • Case studies
  • Email series

Your marketing won’t be as effective if you do not have engaging content to promote. Buyers today do not want to be sold. That’s why you develop assets for your ideal buyers and promote those assets through the various digital marketing channels.

Business Owners Are Focused on the Bottom Line: More Sales

If you’re a business owner, you know this is true. You don’t care what the marketing does, but you care how it impacts your business. The end goal isn’t to get more followers on Facebook; it is to achieve more sales to grow your business.

That’s a great goal to have, but where a lot of businesses fall short is considering this hybrid approach to their marketing. They don’t think they need paid ads, or they don’t think they need a high-quality website. Hate to break the news to you all, but that couldn’t be more untrue.

Think quality over quantity. You need to have a quality website with quality content to attract each buyer type within the various stages of the buyer’s journey. Otherwise, your marketing strategy is flawed and you won’t get the results you want.

Final Thoughts on the ‘Pay to Play’ Era

Your business has a huge opportunity to succeed with today’s digital marketing strategies. The tools are literally at your fingertips.

The landscape has changed dramatically throughout the years, and it requires a team of professionals to accomplish this task. It isn’t something to push aside or consider as a small tool for your business; it is the primary driving source of leads today.

Get on board with the changes, or risk not growing your business. It’s up to you, but it’s really that simple.

Stop Spending Money on Marketing That Doesn’t Work

Avatar for Team Eminent SEO

Team Eminent SEO

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.

More Posts - Website

Follow Me: