Understanding the Google Search Results Page (SERP) is like trying to navigate the Atlantic Ocean without a map; there are so many new updates and algorithm changes you must stay on top of in order to surpass your competitors. Here are 5 tips on bettering your Search Engine Marketing:
- Bounce Rate – Get an understanding of what it means to have a high and low bounce rate, and which one you should strive to attain. For example, single-page websites, like blogs, typically have a higher bounce rate than those with many pages within the site. If you’re looking to lower the bounce rate of your site, you should first look at your bounce rate from different angles. A healthy bounce rate for search ads is between 30-40%, and between 70-80% for display ads. Find out which one your website is and how you can attain those recommended bounce rates.
- The Importance of SEO Page rank – To start, attaining a first-page ranking status is important because it makes your site more visible to people who search for your product or service. This usually means that your website will get more traffic than other sites with a lower ranking. The higher your website ranks in a search engine, like Google, the more traffic your website will receive, so you should aim to be #1 in Google search results. This, however, is easier said than done. Another key factor is how relevant your keywords are. Some keywords perform better than others, so take the time to carefully consider which keywords you want to use.
- Is your Google My Business Listing Up-To-Date? – Google My Business is where you can create and manage your business listing(s) in the [Google] search engine. When users search for your business, a box will show up on the right side of the screen which displays the most relevant search result. The box features the name of the business, the location, telephone number(s), hours of operation, and even Google reviews from customers and clients who have had experience with that business. It is essential to keep this information up-to-date and accurate so that your business can be featured as the most relevant search result.
- Audience & Traffic in your Target Market – The ability to reach your target market is essential to keeping up with the current marketing strategies. A good practice to ensure you’re appealing to the right audience is to do some research and understand who in the community can benefit from your product or service. It is wise to create appealing content, content that gets people interested in what you have to offer. Another modern idea is to include multimedia – graphics, visuals, and videos – with your content. Research has shown that users are able to retain more information with the help of visual aids.
- Enhance User Experience (UX) – User experience will be a determining factor in your website’s bounce rate. If your website is too flashy or too complicated to use, users will be ultimately turned off, increasing your bounce rate. Your website should be intuitive enough so that visitors can navigate easily, yet have some personality, flair, and pizzazz so that people enjoy the time they spend on your website.
You should also strive to make your content mobile-friendly. This ties together the above-mentioned strategies to give your website a competitive edge in the fight to rank highest in search engine results.
With a constant influx of people from varying socioeconomic backgrounds residing in our communities, businesses should really begin the practice of marketing their products and services to these people for a variety of reasons. Multicultural marketing is an excellent strategy because you can communicate to your consumer base on their level, through their language, culture, traditions, religion, and many other factors. The benefits of connecting with your audience in this way is two-fold. First, you, as a business leader or owner, can expand your target audience to include people from many different walks of life. And second, the multicultural audience you attract will feel included and you can even give them a voice in the community as they make suggestions and recommendations on how your business can better serve the community or how to make a product better.
So, how can you market your business to reach these people? Maybe you should consider translating your website into another big language in the U.S., like Spanish. You should also take into consideration where in the U.S. your marketing ads reach and research the demographics of those areas. Is what you market, or rather the way you market it, offensive to other countries? For example, an issue of Sports Illustrated Magazine might feature a fit, young woman sporting a revealing bikini on the front cover. This standard of beauty, however ubiquitous and widely-accepted across the U.S. is not consistent throughout the entire world. So think of someway to redesign your ads to positively reach the maximum number of people. You should also keep in mind that ads which are successful here in the states may not work so well overseas. One of the most important things to remember is all the cultural differences that are actively present not only around the world, but also here in the U.S.
In this day and age of ever-changing technology, incorporating podcasts and videos into your business marketing strategy is one of the best ways to expand your target audience.
The idea of podcasts has been around for over a decade now. What may have started out as a group of friends gathered in a room geeking out about their favorite sci-fi TV shows or movies to an unseen audience, has since morphed into the booming entertainment platform many of us use today. Over the years, both the sound quality and the quality of the content discussed have improved such that listeners regularly tune in to their favorite podcast series to get the latest scoop on what’s going on in the world. And what’s really good for businesses that attract new listeners to their podcast series is that if these new listeners enjoy the content you cover on one podcast, they will usually go back to the first podcast episode and binge from there. This helps you as a business build a long-standing fan base.
Similar to incorporating podcasts into your marketing strategy, videos are also a newer trend among smaller businesses looking to attract new viewers and reach their target audience. Now, while the concept of video is nothing new, using video as a marketing strategy is a fairly recent idea to promote your business and the products and/or services you offer. Video is a smart strategy, as many people tend to learn better with visual aids.
There are many benefits to incorporating videos and podcasts into your marketing strategy, including:
- Boost your Brand Awareness – Taking the time to record a podcast or film a video about your specific products or services will attract consumers to your company. Research shows that many consumers are more inclined to buy a product when they see it in action, see how to use it or interact with it, rather than deciding whether or not to buy it based on still images and product reviews from other consumers.
- Build your Online Presence – The use of podcasts and videos will facilitate in making a name for yourself and for your business on the Internet.
- Show your Face and Personality – With videos, you can show consumers that you are a real person who cares about your company and the products/services provided.
- Enhance Social Media Engagement – Uploading these podcasts and videos to your many social media accounts will garner more listeners and viewers, further expanding your audience.
Using podcasts and videos as your marketing strategy may very well be the way to go to expand and reach your target audience. Take advantage of the technology that exists, get your foot in the door early and let people know who you are and what you do.
According to Forbes Magazine, 9 out of 10 start ups fails! Other studies, such as the Harvard Business Study, are more optimistic in stating that only 50 percent fail in the first year. They all agree, however, that making it past five years is a milestones that may mean you are solid enough to survive the horrible stats about start up survival. What are the stumbling blocks that make new businesses so risky? Well, honestly the list could go on forever, but here are a few of the more common mistakes of starting your own business:
- Cash Problems – One of the largest mistakes new owners have in launching a successful small business is the cash issue. Running out of cash can have many causes including not understanding the market, losing investors, pricing problems, or financing issues.
- Motivation – Starting a new company is possibly one of the most time-consuming and stressful events for any human being. Keeping the motivation going can be difficult, especially if key leadership dwindles or is also not motivated.
- Product Problems – Many new companies rely on one or two services or products. If one of those fails, so does the company. New businesses need to broaden their offerings and target larger audiences to stay afloat.
- Lack of Support – New businesses need employees and leadership personnel that are versatile and can handle many roles at once. Young companies many times do not have the cash flow to hire such individuals.
- Failure to Handle Feedback – In our society and social media-crazed land, feedback on poor job performance is almost instantaneous. With numerous review sites, your company can be ruined with negative reviews or the inability to react swiftly to feedback from clients and employees.
There are numerous reasons why good companies go under. Continue to read our blog as we follow these reasons over the next few months.
The numbers are in and, believe it or not, Facebook is closing-in on 2 billion users! Due to this, Facebook’s unparalleled audience gives it an “insurmountable competitive advantage,” according to Michael Pachter, an analyst with Wedbush. This competitive advantage means Facebook advertising is an excellent investment that will get your business, services, and products viewed by thousands daily, if not more!
Wondering how to get started on Facebook advertising? Here are a few things to consider:
What is the goal of your advertising campaign? Do you hope to meet new customers or hope to retarget the customers you already have? Do you plan to increase brand awareness or have consumers download your app or possibly click on an ad that brings them directly to your landing page? This decision will give your advertising campaign a goal that will be measurable.
Who do you hope to attract in the advertising? More specifically, who is the audience? With Facebook advertising you can choose: location, age, gender, or any number of demographics to target a certain group according to your campaign goals.
Decide on the location of your ads. Facebook offers different types and locations of ads that can increase traffic and bring brand awareness to your services and products.
What is your budget? Decide on a budget that is in keeping with your marketing strategy. With Facebook, your company can set a budget for daily clicks, pay-per-click, or other options. But first, decide on what you want your amount to be so that you can strictly adhere to it.
How do you want your ad to appear? Do you want one image, multiple images, or even a video that can highlight your business? Images can beautifully display your services and products, and can increase traffic to your website.
Once you have made some of these decisions log into your business page and get started on reaching your share of those 2 billion users!
American society is filled with logos that shape our buying and encourage consumers to return to the same products time and again. I bet if I asked you to envision the logo for Nike, Lego, or FedEx that you would have no problem. Therefore the logo that your company uses is extremely important because it is the first thing a consumer sees when considering your business, service or product. The logo is the face of your brand. It should be easily recognized and tell the consumer something about your business and personality. Take for example, Apple. Most people recognize the one bite out of the apple regardless of color or size. It stands for innovation and the evolution of technology. Is your company’s logo easily recognized like Apple Corporation or do you still have work to do?
Here are a few tips for creating or choosing a logo that will fit your company.
- Keep it Simple – The more detail the harder it will be to recognize. A simple concept will allow consumers to identify your brand quickly whether it is on digital media or print media.
- Be Different – Obviously some big name brand companies are doing it right if they bring brand awareness with a logo. Do not copy them. Instead be unique and true to your brand, locale, and personality.
- Be Relevant – If your business is a courier service certainly don’t pick a turtle as your logo but rather something that will tell the consumer about your speediness and accuracy.
- Avoid Trendy – You want your logo to last a long time and be recognizable over many years. Avoid font types and colors that are popular now but many look dated in a few years.
- Use Color – Many businesses are identifiable just by the color they show. For example, Coca-Cola is known for its red and white cans. Make your choice in keeping with your business.
Whether you use Powerpoint, Google Slides or another presentation software, having captivating and informative presentations for your clients can mean the difference between making the sale and losing a client. Add some creativity that will captivate your viewers with a clever presentation, images and content that will keep them listening from beginning to end.
- Be Well Versed – One thing that completely turns off an audience is having the presenter read directly from the slides. Know your topic well enough that you do not need to read every word but rather can talk freely and interact with the audience.
- Use Quality Photography – Sharp and custom photography can really make your presentation pop. Use images of your business when possible instead of stock photography. Make the images unique and interesting to look at.
- Choosing Slide Backgrounds – Many presenters go for flashy or eye catching backgrounds but others rely on solid backgrounds that make the content stand out. Either way you choose, make sure your colors are eye pleasing and that bullet points are easily readable in a font that matches the tone of the presentation.
- Be Clear – Make each slide clear and to the point. Use bullets but do not overwhelm your audience with too many points to consider on each slide. Instead break up major topics into smaller ones so that your audience can follow your train of thought.
- Use Humor – Your presentation has an ultimate goal for your company. Using humor to maintain the attention of the audience can help you get to that goal. If your audience is bored they may stop listening. Keep them laughing with personal anecdotes or common situations that your listeners can relate to will keep them on task.
Success! Your small or medium-sized business has made it through the first few “lean” years and has managed to thrive. You know it is time to take steps to grow your business but you are not sure what direction to take. We suggest first meeting with your financial advisor to find out just where you can stretch yourself and where you should play it safe. Here are a few ideas from the Small Business Administration and other entrepreneurs on areas where you can begin to grow your business.
- Trade Shows – For the first couple of years, you may have been too busy to attend trade shows so start making a name for yourself now. Trade shows are a great way to expand your market. This is also a great time to increase your community activities.
- Expand your Product or Services – Now that you have successfully gotten your business off the ground, you may want to consider expanding your product line or services. Consider services or products that align with your current offerings.
- Open Another Location – If your current location is running smoothly and your employee numbers are growing, you may want to consider expanding to another location.
- Merge or Partner – Many growing companies that have proven that they can be successful find that growing their company may be more successful with a partner or merger with another company potentially in a similar industry.
- Expand Area – Local businesses often think about expanding the area that they service. This may mean opening a franchise opportunity or seeking funding to open a regional office.
- Expand on the Web – Your website may need to be updated or expanded if you plan to grow your business.
Email may seem a bit old-fashioned but, for now, email marketing is still around and very effective. According to experts at CopyBlogger and Constant Contact, the return on investment is amazingly cost effective. With an ROI of around 4,300%, email practically pays for itself and saves a tree or two. Email is a direct line of conversation with your consumers so use it wisely instead of the annoying sales pitches of the last generation of email newsletters. Here are some smart ideas to get you started on the right path of email marketing.
- Have a Strategy – Instead of randomly sending out an email that will be one of millions in a readers “inbox” have a plan. Decide on the frequency of the emails whether it is weekly or monthly. Plan a newsletter that has interesting content and a call to action, possibly with a coupon or coupon to get consumers to act.
- Use Visuals – We are a society that likes images and graphics. Avoid lengthy content and rather choose visuals that can catch the attention of the reader. Keep in mind that the images, logos and color palette should be in line with your brand. An interactive element such as a video or survey can keep readers on your newsletters longer.
- Don’t Forget a Call to Action and Contact Info – Many readers scan emails and look for the bottom line so don’t forget your call to action and methods for readers to easily contact you. Calls to action action should include words such as: shop, buy, click here, look, find out more etc.
A press release is a short, compelling news story written by a public relations professional or marketer and sent to targeted members of the media. The ultimate goal of a press release is to pique the interest of a journalist or publications enough so they print your company’s news. This means free advertising as well as brand name exposure. These short releases, known as PR, can be a wonderful bonus for companies to be recognized by trade papers, journals or even local newspapers. So what should be put into a press and release and how should it look in order to catch the eye of the intended media? Lets’ take a look at the components of a press release.
- Contact Information – Right at the top of the page include your contact information including the name of the company you are writing for and the email/phone number. This is important because anonymous releases are a “no go” in the publication world. Make it easy for each publication to know who you are. Include the data as well so they know the information is current.
- Be Short and To the Point – No journalist has the time to read lengthy press releases so get to the point in the first sentence. Let the reader know the big news right in the opening and use all pertinent facts, so if they do choose to run with the information they will have the correct facts, names and information. This is a good idea as it is an attention grabbing way by having a strong headline.
- Give Statistics – Give the reasons why your announcement is important and who it will impact. Many PR firms suggest doing this by giving statistics or percentiles that show off just how important the information is.
- Use Quotes – Save the journalist time by including a human element.
- Be Precise – Proofread the release so there are no grammatical mistakes.