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Why Well-Written Social Media Copy Makes a Difference

Why Well-Written Social Media Copy Makes Difference - Eminent SEO

To succeed in the social media sphere, businesses must populate their various accounts with consistently strong writing (in addition to strong imagery). It might surprise you to learn, however, that not all social media managers deem themselves writers.

The good news is that writing social media copy isn’t complex. Nevertheless, learning how to write for social media is worth it. Here are some tips on how to write better content for social media – and why it matters.

Why Writing Well Matters

Writing For Facebook & LinkedIn - Eminent SEOEach social media post communicates a business’ brand to its clients. A well-written post paints a positive and polished image of a business, communicating to users that this business has something valuable to say and/or offer.

Meanwhile, a social post that is unfocused or disorganized reflects poorly on a business, hurting any rapport the company had built with existing or potential customers. Poorly written content doesn’t do a business justice and can undermine an organization’s success. Therefore, well-written social media posts are important.

Conciseness

A successful social media writer is informative yet concise. A large amount of value has to be communicated in as few words as possible. A strong social media post compels the reader’s attention with carefully calculated word choice. In short, writing well for the internet involves learning the right style, which we’ll get to later.

Consistency

Social media writing must be consistent. A Facebook page must share the same message a connected Twitter page does. Businesses should give an even level of attention to all social media accounts (unless one platform is clearly fostering better results). If a business is raving about a 50 percent off deal on all products on Twitter but crickets are chirping on its Facebook page, then there is inconsistent communication. The only exception is if the company is pushing a platform-specific offer.

Tailoring the Message to the Platform

On the other hand, consistency in content does not mean universal writing styles for all social media websites. A Facebook post has a 63,206-character limit while Twitter allows no more than 140. A LinkedIn post is intended to be formal and informative, while a tweet’s purpose is to be eye-catching and clever.

The same style and word choice of writing will not work for all social networks, but there must be common ground regarding communicated content over all platforms. This makes mastering the art of social media copywriting all the more challenging.

How Long Can the Social Media Copy Be?

This is the wrong question. Instead of asking how long a social media post can be, you should ask how long the post should be. A tweet can be up to 140 characters, but it shouldn’t be your business’s standard to run every tweet right up until the limit.

Finding the ideal character count for a specific Twitter, Facebook or LinkedIn post may sound impossible, but thankfully, researchers have done the heavy lifting to produce ideal word count figures. Here are the findings:

Twitter Facebook LinkedIn Character Post Limits - Eminent SEO

  • Twitter: Post limit: 140 characters. Ideal post length: 71–100 characters. Keep in mind that including any link removes 24 characters. Also, many social media experts recommend using 1–2 hashtags per tweet.
  • Facebook: Post limit: 63,206 characters. Ideal post length: 40 characters. The 60,000+ character limit includes the content that stays hidden unless the user clicks “Read More.” In reality, the character limit before the “Read More” link shows up is only 400.
  • LinkedIn: Post limit: 600 characters. Ideal post length: 25 words. As mentioned earlier, it’s recommended to keep your LinkedIn copy more straightforward and professional than on other platforms.

How Should Twitter, Facebook and LinkedIn Posts Be Written?

Each social media network is unique. Twitter, Facebook and LinkedIn posts have different end goals and different audiences they attempt to reach, and keywords can be specially utilized for each. Therefore, your social media copy should be tailored to fit these expectations.

Here is how the different social media networks operate, and how you can make the best use of keywords on each.

Writing for Twitter

Twitter is essentially a news platform camouflaged as social networking. There is a heavy emphasis on retweeting and content circulation. Twitter is the epitome of something “going viral.” A business that intends to share blog posts or promote website content should find Twitter to be a valuable tool.

As a rule of thumb, resharing article headlines as Twitter post copy should be used in moderation. It is best to tailor the social copy to the content an article is conveying. This entails giving a synopsis of the story or a unique insight, rather than a regurgitation of the article’s headline. In general, try to write complete sentences and clear thoughts on Twitter.

Using Twitter Hashtags and Emoji

Getting Your Hashtag On - Eminent SEO

It is a well-known rule to include hashtags at the end of a post. This will ensure they receive extra attention than they would otherwise. A healthy hashtag limit is 2–3 per post, so do not overuse them. Focus on using important keywords as your hashtags. With a high enough volume of sharing, the keywords can become successful.

In the same way hashtags should not be overused, neither should emoji. However, these icons can be beneficial addition to tweet copy when used economically because they add character to the content.

Including URLs

URLs are helpful to add to tweets. Adding them about 25 percent of the way into the tweet is better than including it at the tail end, according to research. This requires formulating a short introduction, embedding the URL, and then adding a longer explanation.

Writing for Facebook

Laptop Writing For Social Media - Eminent SEOFacebook distributes the most website referral traffic. The audience’s expectation of reading a   Facebook post is for both news and entertainment. Going forward, Facebook will continue to place a greater emphasis on video content.

Keywords are difficult to track through Facebook, but not impossible. You can use keywords in your Facebook status updates, and then click the “See All” option near “Insights.” This should help you quantify the number of users your keywords are reaching, and how viral these terms are.

Contrary to popular opinion, Facebook posts should be short: 40 characters short, believe it or not. Facebook also lowers promotion-heavy posts in its feed. This means posts that include phrases such as, “Act Now!” or, “Purchase Now!” should be avoided because Facebook’s algorithm will flag it. The tone of a Facebook blurb for a blog post or article should be concise, witty and conversational.

LinkedIn

LinkedIn is a business-centric site, so a company’s content needs to appeal to this mindset. LinkedIn is the site of choice for professional content and business article sharing. As a side note, LinkedIn created LinkedIn Pulse in 2015, which is a content publishing and distribution feature.

LinkedIn writing is clear, concise and respectful. The most important rule for LinkedIn writing is remembering that a professional audience is reading the post. Avoid confusing language, get straight to the point and maintain a professional voice.

For keywords, the most important places to use them are in your location, your professional headline (120 available characters), your personalized URL, your summary of experience, and your overall profile summary. Use these spaces to advertise yourself and your business for best results.

Social Media Copy Can Make or Break Your Business

Stellar social media copy should be a weapon in every business’ arsenal. The written word powers social media (although images and video help, too). Guiding this power effectively through deft writing skills and audience reconnaissance leads to success in the social media realm.

Eminent SEO can help give your business’s social media efforts a boost – either through consulting or even taking control of your many social accounts, ensuring that each receives plenty of enticing, head-turning content every month. Click to learn more about our Social Media Marketing Services, or simply call 800.871.4130 today.

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Email Marketing Is Far from Dead: Here’s Why

Is Email Marketing Dead - Eminent SEO

Many marketers are quick to tout the power of social media. Twitter, Facebook and Instagram provide quick and easy avenues for engaging our customers. When it comes to building a brand, there are few better outlets than social media. Facebook has roughly 1.7 billion users, according to Statista, and it’s hard to compete with that kind of reach.

While Snapchatting and tweeting may seem like best way to attract new clientele, one area where social media lags is measurable returns in the form of sales. Social media helps indirectly: It starts and drives conversions to get people in your industry thinking about your niche.

Email marketing, however, is often where you turn those visitors into customers. If social media gets your customers in the door, email marketing is responsible for making them loyalists.

On this Halloween, let’s investigate the claims of email marketing’s supposed death.

The Case for Email

Social media is undoubtedly a marketing revolution, but there’s a reason we keep turning to email: According to research from Campaign Monitor, every $1 spent on email marketing yields $8 in return.

And while we may twist our hands trying to compose the perfect viral status update, the same research shows email does more than simply edge out the competition when it comes to acquiring new customers. It squashes it. Email is actually 40 times more effective at gaining paying customers than social media.

Why, then, do we spend the bulk of our efforts perfecting our social media campaigns? It may be the result of several misunderstandings we have about modern email marketing.

Email Marketing Myths and Truths

91 Percent Of Consumers Check Email Daily - Eminent SEO

Marketers sometimes shy away from email because it suffers from two common misconceptions:

  • They think email marketing is spam.
  • They think it’s too “old school.”

Yet, statistics say otherwise. Consider the following:

Everyone Uses Email

Millennials are often a group we try to engage due to their massive buying power. They’re also the group most likely to check their emails in bed (70 percent), in the bathroom (57 percent), and in the car (27 percent), according to Adobe. Some other compelling facts about email:

  • Gmail alone has more than 1 billion users, with more than 90 million users who access their account(s) from a mobile device.
  • Ninety-one percent of all consumers report checking their email daily.
  • Worldwide, there are 4.3 billion email accounts sending 196 billion emails each day.

Email Drives Lead Conversions

Statistically, email is more likely to create paying and repeat customers. Email marketing was responsible for the most Black Friday transactions in 2015. Nearly a quarter of those sales originated from the marketing channel, according to Custora.

These Black Friday sales facts are especially important when we consider:

  • Nearly 90 percent of marketers say email is responsible for most of their lead generation.
  • Email marketing ROI can be as high as 4,300 percent.
  • More than three-fourths of consumers say they prefer marketing-related communication to be over email.

Clearly, email is still relevant. Making it work for you is simply a matter of sending the right email, to the right person, at the right time.

Crafting the Perfect Email

Your email marketing campaign can be streamlined into four steps:

  1. Find your audience
  2. Segment your contacts
  3. Pick the right time to click “send”
  4. Turn that lead into a customer

It sounds simple enough, but it will require some legwork on your part.

Find Your Audience

Email Blasts Entire List Or Segment - Eminent SEOWe obviously want to know whom we’re marketing to, and you likely already have an idea of who your brand attracts. But marketers sometimes fall into the “Field of Dreams” approach: “If you build it, they will come.”

Creating great content might organically draw people to your brand, but is it attracting the people you want to be your customers?

Understanding your target audience requires some introspection. Ask yourself questions such as:

  • What problems do we solve?
  • Who are our current customers? What are they like?
  • Who is our competition?
  • What do we do that our competitors don’t?

Answering these questions helps determine who is going to read your content, as well as why they should choose your product or service over that of your competitors.

Segment Your Contacts

Why is segmenting so important? Research from HubSpot suggests targeted emails received 62 percent more clicks than non-segmented ones.

If you’re in the B2B community, you should segment by:

  • Company size
  • Type of company
  • Industry

Alternatively, you can choose to segment by role: function, seniority, department.

If you’re selling directly to the consumer, use that marketing intelligence. Social media data and SEO search terms will help you segment your contact list. Remember, your email list naturally decays by about 25 percent each year, according to HubSpot, so continually pursue campaigns to keep it fresh and to add subscribers.

Pick the Right Time to Click ‘Send’

Timing is everything, and email marketing is no exception. Sending the right content at the right time is a matter of finding the opportune spot in your targeted buyer’s journey. Here are some examples:

  • In the awareness stage, you’re nurturing leads. Let potential customers see the value in your product or services with free tools, eBooks, videos or SlideShares.
  • If a potential customer is already familiar with your brand, you need to let them know what makes you better than the competition. Add links in your emails to white papers, webinars, case studies, or reviews from third parties.
  • Why should a customer choose you, for the first time or once again? Offer free trial information, demos, price quotes or ROI reports.

Turn that Lead into a Customer

Lead nurturing is simple: It’s the process by which you cultivate a relationship with a potential customer so they’ll choose you when they’re ready. According to data from HubSpot, nearly three-fourths of B2B leads aren’t sales ready. Most of your prospects require nurturing, so create emails that add value.

The Importance of Mobile

60 Percent Of Adults Check Email First Thing In Morning - Eminent SEO

If your email marketing campaign isn’t optimized for mobile, you’re far behind the curve. A 2015 survey by BlueHornet found emails that aren’t optimized for mobile will fail: More than 80 percent of recipients hit delete, and another 30 percent unsubscribe.

On the other hand, 63 percent of consumers report more interest in buying a product when it looks good on their mobile device.

Since 2011, the number of email opens on mobile devices has increased by 30 percent. In fact, nearly 60 percent of adults report checking their email first thing in the morning – in bed, or over a cup of coffee.

We no longer live in a world where we sit down at our desktop to read through emails. Everything we do is on the run, so emails must be optimized for mobile and easy to digest.

Video and Images Improve Click Rates

Consumers are more likely to interact with emails that contain images and video. According to Emma Email Marketing, adding a video can increase your click rate by 300 percent. While 35 percent of users report they prefer text in their emails, the majority (65 percent) state they prefer emails to contain mostly images. Therefore, make your emails all the more attractive by including one or both of these elements.

Personalization Is the Watchword

Email Subscriber Lists Naturally Decay 25 Percent Each Year - Eminent SEO

Want to get a prospect to open your email? The key is personalization. Consumers expect to be referred to by their first names: It shows a brand knows exactly who they are. It also helps if you send an email from a real person, not a general company name.

Research shows that personalization can help improve click rates by 26 percent. Consumers also expect to receive personalized content. It’s what makes segmentation so important.

Campaign Monitor reports that almost 75 percent of consumers feel frustrated when they receive content that doesn’t appear to be relevant to their interests. This is why three-fourths of all enterprises invested in personalized messaging in 2015. Also, personalization can reportedly lead to a 760 percent increase in ROI.

Email Isn’t Dead

Email is, and should continue to be, an essential part of your inbound marketing strategy. The right personalized email turns prospects into leads, and leads into customers.

Successful email campaigns address the right audience at the right time in their buying journey. Optimizing for mobile, as we’ve seen, can also make the difference between a sale and a deletion.

Don’t underestimate the power of email in your marketing campaign. While social media is important for creating brand awareness, emails net paying customers.

Not sure where to begin? Eminent SEO can help you with your email marketing strategy and content. Click to learn more about our Email Marketing 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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Gatorade’s Example: Can a Company Be Health-Conscious and Sales-Focused at the Same Time?

Health-Conscious and Sales-FocusedMarketing is a tricky game: Businesses must convince consumers to buy their product, even when both the consumer and the business are aware of certain product drawbacks. No product can be everything to all people, though.

For instance, proper running shoes won’t look like Converse Chuck Taylors. What makes running shoes fly off the shelf isn’t their style, but their function. The reverse is also true: Converse can’t market their sneakers like they would athletic shoes. In this case, it’s about style over performance.

The Marketing Dilemma: Handling a Product’s Weakness

Companies in the food industry have a similar dilemma. In today’s health-conscious society, consumers are paying attention to labels. Dramatically high numbers of fat and sugar will turn off many customers.

If a business isn’t selling a health food, marketing can be tough. Most companies generally avoid pointing out unhealthy ingredients in their products and focus more on the items’ positive aspects, never addressing issues that might be considered a drawback.

Ad campaigns and marketing for these products tend to focus on taste and satisfaction. They even appeal to the bandwagon nature of people: “This celebrity likes it, so should you!” While this makes sense, acknowledging the perceived weakness of a product may be a boon to a marketing campaign.

Leverage Weakness for Better Marketing

One company is changing the game. Gatorade, the well-known sports energy drink, has a new video campaign that explicitly addresses the amount of sugar the drink contains. One 20-ounce bottle of Gatorade contains roughly 34 grams of sugar, although the specific amount can slightly vary, depending on the flavor. Sugar is often considered one of the worst ingredients in today’s diet, and people have a tendency to consume far too much.

Since the American Heart Association recommends that men cap their daily sugar consumption at 37.5 grams and women at just 25 grams, Gatorade’s high sugar content could be seen as a sales liability. Gatorade’s new campaign, however, turns this weakness into opportunity.

Gatorade’s Bold Marketing Strategy

Gatorade is addressing concerns about the amount of sugar in its product with a new video series featuring professional athletes. In the videos, professional athletes such as J.J. Watt and Karl-Anthony Towns confront ordinary people drinking Gatorade outside the context of sports or exercise.

The athletes challenge these individuals to “earn the sugar” by getting active and working up a sweat. For example, in one video Watt has one woman push a blocking sled in order to burn enough calories to “earn” a Gatorade. In another, Towns challenges a man walking calmly down the street with a Gatorade to try to dribble a basketball around the reigning NBA Rookie of the Year.

Gatorade’s head of consumer management, Kenny Mitchell, said the “Burn It to Earn It” marketing campaign was born out of a desire to address the amount of sugar in Gatorade – a key component of the product – without hurting sales. Essentially, the company wanted to make it clear their drink is intended for use by athletes who need to replace the sugar they sweat out during exercise.

An Uncommon Approach May Be Successful

The Gatorade campaign is a risky venture, but it looks like a surprisingly successful one. In addition to being used as a sports drink, Gatorade has gained popularity as a folk remedy for hangovers, as well as being popular with consumers who simply like it for the taste. The new marketing campaign, which makes it clear that Gatorade is intended for athletes, risks alienating these other consumer bases.

In contrast to the new ads from Gatorade, companies such as Coca-Cola and PepsiCo (the latter happens to own and distribute Gatorade) have been in the news for trying to protect their market share by lobbying against health bills meant to combat obesity by reducing soda consumption.

It’s a much more common strategy than Gatorade’s approach, similar to tactics big tobacco and alcohol distributors have used in years past. This approach also comes with some risks: No one wants to support a company that sacrifices their consumer’s health for profit. Gatorade’s campaign is different by showing that a company can send out positive, helpful messages to the public that address a product’s drawbacks but still encourage purchases.

Has the Health-Conscious and Sales-Focused Strategy Paid Off?

Recent sales data shows that quarterly and annual sales of Gatorade appear to be doing well. Data from the market research agency IRI shows Gatorade’s various brands of sports drinks (led by Gatorade Perform) dominated the field of sports drinks in 2015, with the overall market share rising 10 percent that year.

It’s too early to tell if Gatorade’s new campaign will result in increased revenue. However, the health-conscious campaign comes off as a legitimate branding strategy, rather than a gimmick to drum up sales.

It’s interesting to note that while Gatorade’s new approach seems to be helping its brand and sales, public consumption of sugared sodas and carbonated beverages is dropping off, in spite of Coca-Cola and PepsiCo’s lobbying efforts to protect consumers’ access to soda.

Although carbonated soft drinks still led in overall sales among convenience stores in 2015, sports drinks such as Gatorade were a much closer second than they’ve been in the past, and the product shows much greater overall growth.

Consider Other Health-Conscious Approaches

Gatorade’s new campaign makes for an interesting comparison to other efforts by brands traditionally viewed as unhealthy, which are trying to keep their sales stable in an increasingly health-conscious market. Take McDonald’s, for example. Particularly after the release of the documentary “Super Size Me” in 2004, the company has worked relentlessly to convince consumers its food isn’t all that bad for you.

McDonald’s recent “Always Working” campaign in the U.K. aimed to convince parents that they’ve made Happy Meals healthier over the last 10 years, and that parents shouldn’t feel guilty about offering them to their children.

Changing the Product vs. Changing Your Campaign

A big difference between McDonald’s and Gatorade, however, is that Gatorade hasn’t changed the product, just the marketing. McDonald’s campaign is trying to show that it is listening to its consumers and thus changing the product to make it healthier. Gatorade, on the other hand, doesn’t claim to have made any changes to the amount of sugar in their traditional drinks.

However, it’s worth noting that Gatorade recently launched a G Organic lineup of drinks. While these new products still contain a high amount of sugar, they are made with only seven ingredients, including organic cane sugar.

Gatorade’s new ads clarify that the product is meant for athletic competition and that when it’s consumed alongside exercise and sports activity, the amount of sugar isn’t overwhelming for your body. Mitchell actually states that Gatorade is proud of the sugar in their drinks and has no plans to change its formula.

Turn Weakness into Opportunity

Marketing is about explaining to your base why they want or need your product. If your product has a downside, there may be a way to leverage that perceived weakness into a strength, much like Gatorade has done.

The “Burn It to Earn It” marketing campaign shows that it’s possible for a company to stay true to itself while also responding to public health concerns, all without hurting the bottom line.

At Eminent SEO, we can evaluate your company’s brand messaging and marketing strategy for areas of weakness and potential opportunities. Give us a try! Call 800.871.4130 today.

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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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How to Survive in the Current Organic Search Results Landscape

Organic Search Results Landscape - Eminent SEO

Internet search is a field in constant motion, with Google constantly shifting and updating the landscape to provide a more sophisticated product. One significant recent amendment to the search goliath is its update to local listings and how these appear to users on the results pages. These changes, while seemingly minute, have powerful implications when it comes to how your business is represented.

Last year, Google rolled out a new local search format worldwide. The verdict is still out on whether it will be better for businesses or for consumers – or neither. It’s all so confusing! No need to fret: Here are a few changes we can be sure of:

Organic Still Crushes

Organic Results Keep Your Eye On The Ball - Eminent SEOThe SEO firm Nifty recently performed five different search studies of both desktop and mobile platforms with the new local listing setup implemented by Google. Across all studies, organic search results performed the best, receiving nearly 50 percent of all click throughs. Compare this to average click-through rates of 25 and 24 percent for paid ads and local packs, respectively.

If you caught our previous post, it should come as no surprise that it pays off for businesses to aim for high organic rankings rather than placing too much focus on paid search engine spots and other channels, such as social media.

What Does This Mean for Your Business?

Organic results remain the No. 1 way search users are likely to click through to your website. It makes sense, because when someone searches, “I’m looking for [service] in [location],” a keyword search matching the words they type seems to fulfill their search query much better than paid ads or local results, which are essentially suggestions from Google.

Nifty took the results of its study and implemented an SEO strategy that “moved away from a laser focus on maps and really focused on growing organic traffic for phrases that show map results and phrases that don’t.” Overall, the company claims to have had great increases of traffic across all clients since the shift.

Decrease in the Local Pack

Google’s local pack in the search results used to feature seven entries. Now, it’s down to three, although the resource is more visual than it used to be.

What does this mean? For starters, featuring fewer local businesses means that your business could receive less visibility. A keyword search for “plumbers in San Francisco” will yield paid advertisements, local listings and organic search results. Of the local results, your business may show up, or it may not.

The factors contributing to when and how your business show up include the internet provider of a given user and his or her relative location. For example, two people could search the exact same keywords next door to one another and receive two completely different sets of local results in their SERP (search engine results page).

Some have speculated that the new layout is simply a way to streamline the user experience, while others have argued that it’s foreshadowing a larger Google plan to monetize local packs. Searching for different keywords will yield an even wider variety of local listings.

How to Adjust to the New Organic Search Results Landscape

Positive Reviews On Yelp And Google - Eminent SEOSo, how can you keep your business and your website relevant given all the changes to Google’s search layout? Here are a couple of good places to start:

Fill Out Your Google My Business Page Properly

Even though a link to your Google My Business page is no longer available for searchers, you can still claim your Google My Business listing if you haven’t yet.

Be sure to fill out the important details on your GMB page:

  • Add a unique, properly formatted description that includes links.
  • Choose the correct categories for your business.
  • Upload as many hi-resolution photos as possible.
  • Add a local phone number to your listing.

Earn Positive Reviews Within Google Maps

Even though they’re no longer called Google+ Reviews, the reviews on your Google My Business page are still used for local pack snippets. Users generally leave reviews by finding your location in Google Maps and then clicking on “Write a review.”

Your business card will not only include your overall review rating, but your negative reviews as well. This is especially crucial for businesses in the hospitality industry to pay attention to. Why? Because Google has added an option to filter searches to include only businesses above a certain rating, such as four stars or higher.

Pay Attention to Opening and Closing Hours

Since each local listing’s snippet now includes the business’s working hours, make sure to include correct opening hours on your Google My Business page.

Keep Earning Reviews Elsewhere

Business reviews have a direct impact on local search rankings, so you need to spend some time acquiring them. And these are not only Google reviews, but also reviews on your Yelp page and other local directory pages.

Optimize Your Storefront

At the end of the day, your spot on a search engine results page is your storefront. Getting people to see your storefront was already tough, but Google continues to keep raising the stakes.

You want to do everything in your power to get users to walk through your door. Are you getting seen? How does it look when users see you? Get started on finding out the answers to those two questions.

If you’re looking for some help on optimizing your website for search engines as well as filling out your Google My Business page properly, give Eminent SEO a try. We have several new marketing packages available to help your company rise to prominence on many fronts. Just call us today to learn more about our new offerings: 800.871.4130.

 

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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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It’s Indisputable: Organic Search Results Are Better than Paid Spots

Organic Search Results Are Better Than Paid Ads - Eminent SEO

“It’s hard to remember the world before the internet.”

If you say that now, wait until five years from now when you might look back on content marketing and forget what it was like before search engine optimization became the standard.

Web marketers have watched strategies adjust over the years to include paid advertising, social media marketing and several other new tools and tactics as part of their repertoire. However, research shows that organic search still holds a vital place within a savvy content marketing strategy, and is even more effective than paying for ads that show up at the top of the search returns.

Don’t believe us? Keep reading to find out why.

Numbers Speak Loudest

Organic search still proves to be the best channel to drive traffic to your site. According to BrightEdge, organic search still accounts for 51 percent of all visitors for both B2B and B2C businesses. In fact, organic search alone commands more impact than all other non-organic traffic generators combined, including:

  • Paid search
  • Social media
  • Display ads
  • Email
  • Referral traffic

However, the team at BrightEdge found that organic search combined with paid advertising yields the best results, as opposed to either channel on its own. In the retail, technology and hospitality industries, for example, “organic and paid search combined make up over two-thirds of their total revenue.” We may see a change to these figures but, for now, organic search is still the anchor.

It’s Not the Tool that Matters, but Who Wields It

Facebook Now Drives More Traffic To News Websites Than Google - Eminent SEOSocial media has become an invaluable tool to any business wishing to grow its online presence. There has been such a powerful shift in media and publishing that Fortune magazine reported in 2015 that Facebook now drives more traffic to news outlets than Google does, accounting for 43 percent of traffic, compared to Google’s 38 percent.

Given the value of such an effective traffic generator, it is foolish to eliminate social media from your content marketing campaign. But first, consider the pitfalls of the social platforms.

When you rely on Facebook, Twitter, Instagram, etc. as your primary source of advertising, you are at the whims of the social media platform. Even though these sites drive traffic pretty impressively, they can change their rules at any time. For example, what if Facebook decides to adjust their timeline-viewing algorithm (again)? How can you assure that your content will be seen?

What if Twitter changes its advertising layout? Will your content be as accessible as it was when you first paid for your campaign?

These questions may seem like small matters to consider, but they will remain relevant as long as social media platforms strive to maximize their user experience. Remember that Facebook referral traffic only bests Google when it comes to news websites. This does not hold true for the websites of your average B2B or B2C companies.

Came for the Bread; Stayed for the Meat

The first goal of advertising is to get people to notice your product. The second goal of advertising is to get people to love your product.

Social media and paid ads do an effective job of driving traffic, but research shows that they don’t produce a “sticky” experience. In other words, people often come to your site once, and then they leave.

According to Kristine Schachinger, a marketing CEO and an author for Search Engine Watch, “If you want to sell something or gain brand awareness, social is an excellent channel. If you want people to find your store and remember you, organic is the way to go.”

Think about it: When an article or ad pops up on your news feed, you’re likely to click on it, then leave the site. Whereas with organic search, when you type in your search keywords and find a site matching your search query, you’re more likely to explore the rest of the site and remember its content.

With organic search, people start off looking a topic or product relevant to you, and their keyword search brings them to you. And if they have a great experience on your site, not only are they more likely to click around, they’re more likely to come back.

You Only Get What You Pay For, not a Penny More

Blend Of Organic And Paid Search Results - Eminent SEOWhat happens when the money runs out in paid advertising? You have to consider the following factors when choosing your content marketing campaign:

  • What to spend
  • How much to spend
  • Where to spend it

There are two basic paid channel pricing models: CPM and Pay Per Click. With CPM (cost per thousand clicks), a business is paying for the number of impressions on their ad – aka the number of times their ad gets seen. This is an effective way to allocate budget because it allows you to focus on a base price, but it doesn’t guarantee ROI.

With pay per click, businesses are charged every time an ad is clicked on. While this is a great way to measure traffic, it also doesn’t guarantee ROI, and has the added risk of overextending your finances if the number of clicks exceeds your marketing budget allocation.

Eliminating either channel of advertising result can result in a steep drop in traffic to your site, so it’s extremely important to not rely too heavily on paid advertising. Organic search allows you to capitalize on both impressions and clicks. Thus, remember to aim for strong organic rankings in addition to any search ads you might already be paying for.

Stay Flexible

With organic search, you get the added bonus of flexibility. While it isn’t a good idea to have long breaks in organic search investment, you can decrease the amount of investment you have in your campaign according to the changes in seasons.

Maybe you’re an online flower distributor, and you want to increase your paid advertising around Valentine’s Day and Mother’s Day to promote discounts on flowers. Organic search allows you the added bonus of continuing your keyword-targeting strategy while also redistributing some of your marketing budget toward paid seasonal advertising.

Remember: Organic Search Results Are Better than Paid Entries

We can’t speak for the food and diet market, but when it comes to content marketing, organic isn’t just a trend: It’s a staple. A web marketing campaign that doesn’t capitalize on organic search is missing out on a foundational strategy that has proven to be effective, regardless of all of the recent changes in SEO.

Don’t forget to also take advantage of paid and social media advertising, but if faced with a choice between the three, organic will win out every time.

Need help with aiming for organic spots? Or could you use some overall consultation on your digital marketing strategy and where to best allocate resources? Start by learning about Eminent SEO’s Website Marketing services, and then give us a call at 800.871.4130 when you’re ready to hear more!

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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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Your Guide to Keyword Research in 2016 Going into the New Year

Keyword Research In 2016 And 2017 - Eminent SEO

In the past, keywords were crucial to search engine optimization (SEO). Times are a-changing, and now keywords are only one of the many factor for rankings. While they are still relevant, keywords should be researched alongside a variety of other optimization factors.

To get a page of content noticed, understand that what’s behind the keywords is just as important as the keywords themselves: Think demographics, personas and intent. Consider keywords carefully, but also keep in mind who’s behind the keyboard. Understanding your user can help you not only bring traffic to your site, but it can also impact who is coming to your site.

Regardless of the type of business you own, you have a target audience. With careful research, you can accurately predict their searches – as long as you understand that keywords aren’t powerful enough to justify your entire focus.

The ‘Why’ Behind the Search

Consider user intent. It’s all about why a person is looking – the motive behind their search. The why impacts what keywords are used. Like a detective, you must divine a motive for the search before you can understand how to use keywords.

Google understands the intent behind a user’s search. Try Googling “hair dye” as an example. What comes up is an option for a beauty supply chain store. Google assumes that the intent of your search is to make a purchase. If a user gets more specific and types in “hair dye effects,” the search results offer information on the correlation between hair dye and cancer risks. So by adding a single word, user intent changed – and Google picked up on it.

Basically, specific words that users choose for a search reveal their intent. This is valuable information, and your goal is to make your product or service match the intent and be the answer they need. Understanding audience intent will help you choose the right keywords and phrases to generate traffic on your site and for your business.

The ‘Who’ Behind the Query

Search Queries Informational Transactional Navigational - Eminent SEOWho is searching matters. People have different motives when searching, and this is why demographics matter so much. Demographics and personas are the details about a group of people or a specific person, such as:

  • Who they are
  • Where they’re from
  • What their professions are
  • What their likes and dislikes are

Obviously, demographics matter. They can tell you whether you should be putting ads on Snapchat or Facebook (depending on age). They can give insight into who is making the purchase. For example, men’s shoes may be the purchase, but women may be the purchaser. Do your keyword research with demographics in mind. It’ll pay off.

Personas are even more helpful in determining who’s on the other side of the search engine. Maybe you want to target 20-year-olds who stay up late to read books, or 30-year-old men who eat spaghetti. A persona is different than a demographic, as it’s more specific. It’s the details that make people who they are, and thereby explains the why behind their search.

Beware of the specific demographics you’re trying to reach because, depending on your keywords, you could miss your target audience. For example, your target demographic might be women combating hair loss. If “hair loss” is your keyword, you might find that the demographic searching “hair loss” is primarily men, so you’d then have to adjust your strategy.

Why Search Queries Matter

Queries are another topic to consider. This is different than a keyword search: It’s “Mexican food” versus “where to find good Mexican food.” Queries tie back to intent. They carry a specific purpose – much more so than keywords do.

Queries are often used by people who know exactly what they want, and there are different kinds of queries with different intentions. Queries are generally categorized as:

  • Informational,
  • Transactional, and
  • Navigational

In other words, users are searching for one of the following: to find information, to make a purchase, or to find a specific website.

Understanding these different types of queries will assist you in navigating user intent and help lead you to a greater understanding of the demographics that are being led to your site.

Decide What Your Goals Are

Before you can understand demographics, personas and intent, you need to have a goal in mind. Increasing site traffic is probably one ambition, but what else?

What about sales? Gaining user awareness of your business? Multiplying ad clicks? These are all important goals to think about when establishing what you want to achieve through keyword research.

Your goals will inevitably assist you in deciding your course of action for keywords. Start putting your keywords in categories, and use them effectively. Perhaps your goal is sales and you want to use “money phrases.” Or maybe your goal is awareness, so you want to use specific phrases that your demographic is likely to use.

Money phrases matter, too. These are all about one thing: the sales funnel. An example of this is “shoe clearance.” Words that dictate selling (like “buy” and “sale”) are commonly used in money phrases.

Understanding the ‘Fully Meets’ Rating and SERPs

Your Website Meet Potential Customers Needs - Eminent SEOSearch engines judge and rate websites by how well they meet their user’s needs. This goes back to the importance of intent. Because websites are rated this way, it means keywords must be used correctly and with user intent in mind to gain more traffic from the right demographics. Aim for a “Fully Meets” rating, which is when a site fulfills all of the user’s needs. This means that the user doesn’t need to see any other site.

Search engine results pages (SERPs) are important. Review them on a regular basis to understand how your keywords are functioning: Who is searching those keywords and why. SERPs will be paramount in your keyword research. By reviewing SERPs regularly for keywords you’re considering, you’ll begin to recognize trends and more closely deliver what users are searching for.

Talk to Your Team About Intent and Keywords

You don’t have to always turn to the web to gain an understanding of user intent and how it affects keywords. Your teammates, particularly in sales, probably have valuable information about your users and what their intentions are. Use this information to form an understanding of user needs and to create appropriate keywords. Ask your team about the questions they’re frequently asked.

Creating a help center on your site can be useful as well. Such a location will give you valuable data about what questions people are asking: Essentially, what is user intent? Use this crucial information to guide your keywords.

Keyword Research Is Not a One-Time Occurrence

How Are Search Users Finding Your Website - Eminent SEOUnderstand that to be effective, keyword research isn’t something that you do once and never return to. It’s an ongoing field of research that’s always changing. You’ll need to consistently review your keywords and queries to see how they are stacking up in search engine results. Look for relevance to user intent and if your keywords are still hitting the mark.

Deciphering keyword research could be as simple as, well, Googling it. Use Google to gain an understanding of user intent. The search engine is excellent at understanding the intent behind words and phrases. The results produced by typing in specific keywords or queries can give you an idea of user intent. And since Google’s algorithms are what guide all other search engines, what the company is doing matters – a lot.

Based on your search results, think about whether your own keywords are describing your product(s) and service(s) correctly. Are they relevant? Do they present an honest representation of your business and what you have to offer?

Those are questions you should be asking yourself when conducting keyword research. Then consider who’s searching for your services exactly the way you’re describing them through keywords. This is paramount. Answering this will enlighten you about user intent.

The Takeaway on Keyword Research in 2016

Keyword research is only one factor among many when conducting research on SEO. You want to not only understand user intent to increase traffic to your site, but to also increase traffic among the right demographic. Otherwise, users are visiting your site without utilizing your products or services – and you’re accomplishing little.

By taking advantage of relevant tools, such as your team members, SERPs and even Google itself, you’re setting yourself up to gain a strong understanding of how users find your site and what steps they take next.

If the keyword-research process sounds too daunting or complex for what you can take on right now, expert help is always available. Click to find out about Eminent SEO’s Keyword Research Services or call 800.871.4130 today.

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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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Words Will Sometimes Hurt You: How to Use the Right Words on Your Website to Drive Conversions

Use The Right Words Engagement And Conversions - Eminent SEO

“It’s not what you said. It’s how you said it…”

We’ve all played the role of victim or accuser, whether in a relationship with a significant other, a parent, sibling or even those with whom we work. Miscommunication is at the root of most conflict.

Therefore, effective communication, while subtle, can pay huge dividends – in relationships and business alike. But don’t just take our word for it: Social psychologists and copywriting experts have done the research and strongly agree.

One Word Can Make or Break You

Did you know that a single word can mean the difference between someone buying in or opting out of your message? Social psychologist Ellen Langer once conducted a study that tested the power of a single word. In her experiment, she asked respondents if she could cut in line at a Xerox machine, varying her phrasing slightly in three separate trials to test the effect of her wording.

And what were the results?

  • When Langer phrased her request as, “Excuse me, I have five pages. May I use the Xerox machine,” she found that 60 percent of respondents agreed to let her cut in line.
  • When the request was rephrased as, “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush,” she noticed that 94 percent of respondents acquiesced.
  • When the request was rephrased to, “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies,” the number changed to 93 percent.

It’s interesting to note the differences between the first and the latter two of Langer’s experiments. As strange as the last question sounds, the real lesson of note is in the barely noticeable drop in positive responses.

What Does This Mean for Me and My Business?

Simply put, if you want people to take action, you need to give them a reason. In fact, the presence of the reason is more important that the reason itself.

People just need a why. If you think about it, it makes sense: Your why is your value proposition, or your mission statement. Which of these requests sounds more enticing to you: “Click here!” or “Click here to find out how to save on your next vacation”?

Clicking on a link, subscribing to an email list, opening an email, and clicking on a new product are just a few examples in a long list of small “sales” that ultimately lead to the final sale, and revenue for your business. And those sales can come oftentimes down to a single word.

Turning Clicks to Cash

Word Choice Definition - Eminent SEOAs you can see, getting new customers to buy into your brand or product is tricky business. There’s a reason why companies and universities spend millions of dollars annually to study what makes you say yes or no.

When it comes to conversion rate, especially, wording is everything. Fortunately, companies like Ogilvy & Mather have done the dirty work for us, compiling lists of the most persuasive and influential words to use to increase conversion rates.

It should come as no surprise that words like you, free, because, instantly and new are at the top of the list for most persuasive words in the English language. Here are some examples of email subjects using those words to generate high open rates:

  • “Thank you, Chris!”
  • “Sneak peek of our new video”
  • “Update your profile instantly”

Of course, email opens, while important, are not the only type of conversion. David Ogilvy, the marketing mastermind behind Ogilvy & Mather, went a step further and published a list in 1963 of the most influential words in his industry. Some examples are:

  • Suddenly
  • Now
  • Announcing
  • Introducing
  • Amazing
  • Sensational
  • Remarkable
  • Revolutionary
  • Startling
  •  Miracle
  •  Magic
  •  Quick
  •  Easy
  •  Hurry
  •  Instantly

If you look carefully at these words, you should notice some thematic similarities between them. Each of the terms on this list either appeal to a sense of novelty, or to a sense of instant gratification. This is a powerful concept – one taps into the complex wiring of the human brain.

I Want It Now!

Think back to the first time you tried a new flavor of ice cream that you loved, or the first time you made it to a new level on your favorite video game. The rush of satisfaction that you felt was your brain’s production of dopamine, the chemical released in our brains that signifies a reward.

According to Kelsey Libert in her article This is your Brain on Viral Content: What Psychology Says You’ll Click On, the region in the brain that is responsible for motivation and reward-processing (aka consumer decisions) responds better to novelty than to the familiar.

Put simply, “When the brain discovers a novel idea, it releases a reward (dopamine) that inspires us to go searching for more.” In the wrong hands, this is the root of insatiable drug addictions. In the hands of savvy marketing, it is the foundation for an effective conversion.

When you consider that the same rush of dopamine happens when we experience instant gratification, it is no wonder that Ogilvy’s list of influential words all trigger novelty and instant gratification.

Use The Right Words at the Right Time

Thought Corrupts Language George Orwell - Eminent SEOYour work isn’t done once you have chosen powerful words. The best marketing involves the most powerful words in the right situations. For example, Leo Widrich of Buffer and Social Media Today once compiled a list of “189 Phrases That Influence, Persuade, and Convert.” Widrich told us that in order to encourage community, use phrases such as:

  • Join
  • Become a member
  • Come along

Remember that pyramid by Abraham Maslow that you had to memorize in high school Psychology? As it turns out, Maslow’s Hierarchy of Needs brilliantly explains why marketing that encourages a sense of belonging satisfies a deep psychological need within our brain. Similarly, by using influential phrases that imply scarcity like “only 3 left” or “limited offer,” marketers can appeal to our most basic needs.

Final Word(s)

At the end of the day, it seems that no matter how smart we think we are as consumers, we’re all slaves to our desire. Any self-aware business will partner with a marketing firm that understands these desires and knows how to turn them into sales.

To put it bluntly, we want what we want when we want it. And even if we don’t want it, you can convince us that we want it if you can use the right words at the right time, give us a reason, and associate it with our basic needs.

If you need help with optimizing your website with high-quality, strategic copy that can drive clicks and conversions, try out Eminent SEO. Learn about our Landing Page Optimization Services here, or call 800.871.4130 today.

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.

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Weighing in on Thin Content: Does Your Website Need to Fatten Up?

Thin Content Ghost Town - Eminent SEO
All you’re looking for is a one stop-shop site to get all the answers to your search. Is that so hard to ask?

But what do you keep getting?

A slew of websites that send you on a wild goose chase, making you frantically click and open new tabs just to get the same insignificant answer over and over again.

We’ve all been there. We just want an easy search!

When They Ask for a Burger, Give Them a Steak!

Eminent SEO - Eat Steak - 7-06-16You don’t want to be a site that overpromises and underdelivers. Consumers want searches to be easy and straightforward, and they hate getting the runaround.

When you provide mediocre, irrelevant or scarce information on your site, you run the risk of losing credibility with your audience, therefore handing over any potential profit to the site that actually delivers.

So, What’s It to You?

The first principle to understand is that search engines (Google, Bing, Yahoo, etc.) have the right to check for quality and the power to set standards for your website to follow.

Google is, by far, the most-used search engine around the world, so it is important to understand that yes, it is your business, but your webpage and its quality and content also represent Google in a way.

The same way a restaurant sets uniform, grooming and tardiness guidelines for employees to follow, Google does the same for any website belonging to a business or individual. It’s not a stretch to think of yourself as a Google brand ambassador. After all, it’s trying to serve up high-quality, relevant content to its search users.

What Is Thin Content, You Ask?

Well, let’s talk about it! In a nutshell, thin content is not giving your drop-in visitors exactly what they’re looking for in search. Additionally, it lacks substantial content or interest. This can manifest in several different ways, so let’s discuss what thin content is and how to detect and prevent it.

Doorway Pages

Do you remember when you were a child going on a scavenger hunt? One clue led you to the next destination, only to produce another riddle to figure out. Luckily, as a child, part of the fun is there’s nothing at stake other than a handsome reward at the end. Well, in the SEO world, doorway pages are very much like leading visitors on a scavenger hunt, except their time and energy are more precious. And for you, time is money.

A doorway page is one that provides minimal content and instead tries to lead the user to a secondary page rather than providing the direct result or answer, aka the handsome reward. This can be extremely frustrating for consumers looking to gather information on a particular subject, product or service. With attention spans decreasing at an alarming rate, it is imperative that you shoot straight and provide a page with “meaty” and meaningful answers that hit the mark every single time.

Little Giants - Pump You Up - ESEO

The best thing to do with doorway pages is to kick ‘em to the curb! They are not necessary and only serve as fillers on your site. They also give the impression to users that you do not have any relevant, informative or original information to share with them, so they might as well go someplace else. You lose credibility, which means your traffic will go nowhere but down.

Spun Pages

At some point, everyone has had that one friend who hears you tell a joke that gets a good laugh, and then they later deliver that joke to someone else in attempt to get the same laugh. You just sit back and give them the “horse eye” knowing that you were the originator and wait to get the credit that’s due – but then you don’t. A great comedian is an original comedian, and although imitation is the highest form of flattery, it is only so when credit is given.

Spun pages are a lot like a bad comedian: They are a watered-down version of the original. These pages are a compilation of information from other sites, reworded (maybe) and renamed as their own. There is no new or interesting insight that makes it stand out, and no relevant contribution to the conversation. In all likelihood, the goal of your site is to build traffic and give your audience a reason to return. If there isn’t original information, you can kiss another opportunity goodbye.

Billy Madison You Blew It - ESEO

The trick to improving spun pages is to generate content from someone who knows what they’re talking about. Finding writers with experience and a certain expertise in that particular area can increase your rankings and can help you avoid being penalized for having a generic page, while also giving your readers something to look forward to. So, even when the topic isn’t all that original, the key is to write it in your own words and add value.

Low-Word Count Pages

The concept of “thin” is somewhat intuitive, so you can imagine that “low-word count page” means just that: The page is lacking content. Once a standard has been set, usually 300 words, if you have a page that dips below that line, it communicates to your audience that you do not have enough relevant information to provide them or that the content lacks depth. Once again, this encourages them to go elsewhere, taking potential dollars out of your pocket.

A very simple, yet often missed, solution for low word count is to simply increase it – not with “fluff” or “filler” words, but with fresh, engaging information that adds layers to the foundation you’ve already laid.

Granted, not every single page on your site needs to be deluged with paragraph after paragraph (such as “Contact Us” pages), but for everything else, take the time to make it interesting and helpful to the reader. Perhaps bring some statistics and research into the fold, and use your content to answer all relevant questions the average reader would have about the topic that brought them to your website in the first place.

Do You Need to Fatten Up?

New Girl - Nick Eating Burrito - ESEO

So, we’ve jumped in and discussed just a few basic examples of what “thin” content looks like – although there are plenty more scenarios – and touched on how to fix them. Now, let’s rewind for a moment and discuss how you can detect whether your website is “thin” or not.

It’s Time to Get with the Program

The most thorough way to go about detecting thin content is to take a multifaceted approach and tackle it from many angles. Luckily, there are desktop applications like Screaming Frog or Deep Crawl that start with the basics. These applications can do a word count scan and report pages that may need to be “beefed up.” The caveat is that they do not check for quality within the page, and instead focus strictly on word count, so don’t just stop with one of these tools.

Where Screaming Frog or Deep Crawl may leave off, Google Analytics seems to cover the rest of the ground. Google’s tool has the ability to see exactly how much time a user spends on the entire site, and can even break down how much time is spent on each page within a website, in addition to letting you know your “bounce rates.” Google Analytics can also do a general quality check of content within the website to decipher what appears to be relevant and what needs improvement.

However, relying solely on applications can still leave holes in your website that can only be addressed by doing a manual scan and audit of each and every page. Although potentially time-consuming and tedious, a manual audit is a sure-fire way to cover all your bases and ensure your website adheres to Google’s standards, so long as you know what you’re looking for. Hopefully, all you’ve been reading here has given you a clearer idea on how to identify and rectify your own thin content.

Conclusion

Just having any ol’ website isn’t good enough if you have any hope of building a business and reaching consumers. You must stay in compliance with search engines’ guidelines and stay on top of not only your competition, but SEO standards as well.

Thin content can severely impact your website and ROI if not monitored and quickly modified. First impressions are everything, and with the right attention to detail regarding your website – and a little extra “meat” – you’ll be sure to leave a lasting one.

Need help spotting thin content on your site and with producing high-quality information and media to replace or enhance it? Eminent SEO can help. Learn more about our Website Content Services here, or call 800.871.4130 today!

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7 Elements to Look for in an Evolving Marketing Agency – and How to Avoid Being Left Behind

Futuristic Evolving Marketing Agency - Eminent SEO

Marketing practices have dramatically evolved over the years, and it looks like changes within this industry are not slowing down any time soon. The boom of the internet has rapidly altered the way we target niche audiences, which means that expectations for marketing agencies have shifted. Clients are expecting a much more symbiotic relationship in which the marketing agency is held accountable for its actions, or inaction.

Building Trust is Key!

Key Icon Orange - Eminent SEOWhen perusing the internet for a specific need, customers support the companies they feel are transparent and which have a simple and effective solution for their dilemma. The same idea applies when shopping for a marketing agency to boost a company’s online presence.

You want your marketing firm to show transparency and point out any inefficiencies in your current tactics or approach. Gone are the days of simply clocking hours and sending an invoice. Clients are looking for creativity, speed and efficiency, as well as an agency that can be proactive rather than trying to keep it “business as usual.”

Just Keep It Simple

With so many new technologies to track demographics, results, etc., marketers will have to take the initiative and become proficient in these programs and software to alleviate client stress. There’s just too much for the average client to keep up with. By becoming the expert, marketers are able to simplify the tasks of the client to save them time and labor dollars, as well as the stress of trying to learn new programs.

Pricing Structure and Effectiveness

Moving forward, evolving marketing agencies are beginning to get hip to the idea of pricing based on effectiveness rather than productivity. Clients now are looking for outside-the-box thinking and proactivity in their campaigns, and many of these tactics aren’t “billable.”

It’s easy to track time spent, projects completed, dollars per hour, etc., but how exactly do you bill a suggestion to change a strategy or creativity? Well, agencies sure are figuring this out if they want to stay relevant!

What About Content Marketing?

Content marketing has evolved and become much more intuitive and niched. Advances in technology have allowed this new generation of marketing to move at lightning speed to rival the shortened attention spans of millennial users.

Content marketing isn’t as simple and direct as it has been in the past. Marketers now have the ability to actually reach out to their demographic of consumers with features like geo-fencing and push notifications. This type of proactive and intuitive marketing allows businesses to gain more traffic by identifying their customers and sending them valuable content, rather than waiting to be searched for.

The Rise of Technology in Content Marketing

The rapid and relatively recent explosion of technology continues to challenge marketing agencies to improve their strategies by providing immediate feedback, tracking and general analysis of websites and content. Since a major goal of content marketing is to generate interest in and traffic on a particular website, simply tracking final sales would be an inaccurate and incomplete measure of success.

Evolving marketing agencies need to look for programs and software that provide enough information to be able to shift tactics in a reasonable time frame, so that they avoid investing time and money into a failing venture.

How Does an Evolving Marketing Agency Measure the Value of Its Content?

Measuring Tape Icon Orange - Eminent SEOThis is a tough question to answer since there isn’t a clear distinction between digital and traditional marketing anymore. Compelling content isn’t as simple and straightforward as it used to be. It isn’t just informational; it’s personal. It requires much more creativity and must possess an empathetic tone to customers.

Keep in mind, however, that the same blueprint cannot and will not work the same for each business. This is why it is imperative for agencies to invest in content creation and stop thinking of it as an expense.

The need for journalists with strong PR backgrounds is also on the rise. This particular skill-set is essential in creating the right type of content to generate “clicks.” The initial investment in this type of content has the potential to drum up business for years to come.

The Blurred Lines of Media Convergence

Another development that evolving marketing agencies need to keep their eyes on is the convergence of media platforms. This means that several current platforms will eventually blend into a single digital form. As this happens, content will become more diversified and the quality and value at which it is produced will increase.

The downside, however, is that as information becomes streamlined, many demographics will become underrepresented and unheard from. Those controlling the technology driven industry run the risk of losing potential customers when content is no longer relevant to diverse markets.

The Business-to-Business Element

As if the marketing game hasn’t changed enough, another element to consider is B2B, or business-to-business marketing. Creating value is the name of the game. Many companies are beginning to understand that other businesses are a huge source of revenue for them. However, some are now realizing they can’t market to a business the same way they market to an individual consumer.

B2B marketing promotes the sale of goods and services to other businesses in a way that adds value to the prospective client’s practices. The trick is to market in such a way that a business that purchases your product becomes willing to endorse your name. You have to make it clear what’s in it for them.

The Change Is Here

Max Monster Looking Out To Future - Eminent SEOThe content marketing arena has proven to be an aggressive force in redefining the slowly dying career track of journalism. Subsequently, evolving marketing agencies are currently paving the way for the future of their industry by quickly adapting to the technological advances in our ever-advancing digital world. Companies must be able to understand how their audiences are receiving and responding to their messages, so they must hire agencies that can provide compelling and creative avenues to reach a range of consumers.

The expectation of marketing agencies is changing, as are the litany of challenges they face in staying ahead of their competition. These agencies are required to be much more transparent and show more empathy toward potential clients. Evolving marketing firms are learning to get out of the driver’s seat and instead walk hand-in-hand with their clients. The relationship is changing, but if agencies and their clients can learn to meet in the middle, the result will be a new and satisfied customer – which is the greatest result of all.

Looking for a marketing agency that offers customized solutions for your needs and meticulously tracks all results while maintaining the utmost transparency? Talk to Eminent SEO today at 800.871.4130.

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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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Social Media Takeover: How the Wrong Social Media Strategy Can Drain Your Marketing Budget

Wrong Social Media Strategy Can Cost You Thousands - Eminent SEO

When we’re living in an era when you can legitimately put a profession such as “Instagram Model” on a resúmé, you know just how powerful a tool social media can be. A once-lonely and overlooked high school girl can instantly turn famous by clicking, posting and creating a massive following. Just like that, she’s a business.

Well, it doesn’t quite work the same if your goal is to grow your business, put money in the bank, maintain a reputation and expand. What too many businesses don’t understand is how the wrong social media strategy can cost them thousands of potential dollars.

So, Where’s the Disconnect Here?

The internet age is actually still in its infancy, but it’s growing and maturing at lightning speed. It’s seemingly impossible to keep up with the amount of information that is constantly generated, no matter how valuable. There’s simply too much.

Additionally, there is a general naivety and lack of awareness about the power of social media and exactly how to use it to generate revenue. Many business owners don’t even know that an actual strategy is needed in social media to accomplish their business goals.

Every click, like, share, comment or request is all potential dollars for your growing business. Using the right social media platform and reaching out to your niche audience are what most businesses fail to comprehend. Instead, they use the wrong social media platform and cater to the wrong audience.

Your goal is to engage with your audience frequently enough to build the type of relationship that will foster loyalty and support your business.

It’s Always Best to Work Smarter, Not Harder

Money Down The Drain - Eminent SEOSocial media is a game and a precise strategy needs to be involved. There are rules to play by if you want to win. It’s not good enough to just show up on the sidelines and expect to get a trophy. You have to get in there, know your opponent, and then play better and harder.

Wasting your time Instagramming when you should be Facebooking can cost you labor dollars and decrease your online exposure – and eventually your ROI. This is why narrowing down your niche audience is so important. Snapchat is used by a much different generation and demographic than Facebook or even Instagram, and you certainly don’t want to waste your time and efforts on the wrong platform.

Don’t Be Afraid to Pull the Trigger!

Now let’s take a closer look at what evaluating a social media strategy looks like for an agency. Let’s say a client was a trendy new yoga studio located just outside of a major city. The social media agency may start with posting content on general health, wellness, the benefits of yoga, etc. to multiple social platforms. The marketers begin to notice that there are very few “likes,” comments and share on all of their posts.

The agency may start to realize that most social media platforms are image-driven, so it begins to repost the same content and add an image. This simple addition generates a significant amount of interest and response from the client’s audience, and then interaction with followers becomes more frequent.

Well, that’s great, but there are still one or two platforms (let’s say Snapchat and Tumblr) that are still not generating as much “buzz” as Facebook and Instagram. At this point, it may be better to ditch those two platforms and pour all social media marketing dollars into the ones remaining.

Now would be a great time to reevaluate the client’s target audience and the overall social strategy. The agency may conclude that there is an older demographic interested in the studio from a few clues:

  1. They are getting most of their responses from Facebook and Instagram.
  2. The studio is located outside of the city, which means the audience is most likely made up of people who are settling down and have families.
  3. Through geo-fencing strategies, this demographic has been targeted and has been receiving ads and promotions.

That’s still not the end of the agency’s marketing efforts. The marketers can now get even more detailed in their approach, and they can better specify exactly which kind of images appeal to the client’s target demographic.

The agency realizes that this “older” Facebook and Instagram crowd may be intimidated by images of yogis bending and twisting like a professional contortionist, so it decides to only use images that a healthy person at any age can easily do. This will show that the yoga studio welcomes all levels and ages of health and wellness. Even a small tweak such as this will boost audience interaction even more, which can quickly translate to direct membership sales for the studio.

The Moral of the Story:

Agencies must be quick to adjust, evaluate and reevaluate, and they can never slip into a place of complacency when strategizing for a business. They must be prepared to ditch any platform that is not producing results, based on the initial goal, and move forward with the others quickly.

But What if You’re Not the Young Instagram Model or the Stay-At-Home Mom Starting Her Own Business?

Social Media Thumbs Up Bar Chart - Eminent SEOA cheeseburger affects an Olympic marathoner differently than someone having a triple bypass. Posting frequency works very much the same. While some individual social media users can post multiple pictures and content all throughout the day, a thriving business using this tactic will quickly be considered spam. In order to capitalize on your platform and not chase away followers, it’s important to follow the rules of engagement.

Your main goal should be to increase followers and keep them engaged with your content. If you “overshare” and flood their timelines, you easily run the risk of getting unfollowed – or those who still follow you will quickly become overwhelmed by your content.

Building your business using social media is a marathon, not a sprint. The more consistent you are at posting on the correct platform, the more traffic you’ll see, and the more likes and shares you’ll receive. Additionally, your brand will make a name for itself and the money will flow – if you stay committed and consistent.

Seems Like a Full-Time Job in Itself, Huh?

Well, you can certainly take advantage of social media dashboards like Hootsuite or Buffer that make creating and posting content much easier. They allow you to create multiple social media streams, post to all of them at the same time, and even schedule out posts in advance. Again, consistency is key! Using these dashboards will allow you to account for human error, forgetfulness and even laziness all with a simple click. These social tools are all about convenience.

Don’t miss out on the chance to generate interaction and engagement with your followers because you didn’t stick with it. Social media is about investing time and constantly doing research in order to reap the rewards.

Don’t Forget to Track Your Progress!

How do you know you’re losing weight without a scale? Just like someone trying to drop weight can’t gauge their progress without a scale, a business cannot assess its progress without tracking it. This means recording the number of likes on a post, the comments left, the number of shares, etc. They all matter.

There’s always room for growth and development, so if one strategy or platform doesn’t work, no need to worry. Just switch up your game until you find your sweet spot. Again, repeat business and a strong brand reputation requires customer loyalty, so it’s important to quickly change and adapt to what your audience wants to hear or learn.

Can You Track Sales Through Social Media?

Now, social media isn’t the easiest way to track precise sales, but it’s possible to get an approximation.

Buffer is an excellent resource to help you calculate tangible goals and project the outcome of your social media campaigns. You can see just how much money you will be able to generate and can soon watch a “click-click” turn into a “cha-ching!”

Knowing is half the battle. When you know your goal and how it translates to revenue, you are able to strategize in the most effective way for your business.

Getting Help so You Don’t Have the Wrong Social Media Strategy

Social media is the way businesses market now. Buying a local ad is a waste of money if you know how to work your social media and maximize your efforts. Not jumping on board and becoming educated on all the tricks can cost your business some serious change, and who can afford that?

It’s all about finding the best strategy for your business and then adjusting it and making it even better as you ramp your efforts up. Eminent SEO is a leading industry professional here to guide you and perform market research on your behalf to quickly decrease your costs and increase your profit!

If you are overwhelmed right now, don’t be. That’s why we’re here! As the internet continues to develop, the type of resources at our disposal will expand, including ones that will help us streamline your efforts. The trick is to stay abreast of your competition and put out more useful content that drives consumers to your website.

Eminent SEO is here to guide you and help you filter through steps to save you time and frustration. We can remove all of the guesswork and tell you which social platforms are working best and what kind of online engagement can be expected. Click to learn more about our Social Media Marketing Services, or call 800.871.4130 to get started now.

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.

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