Your website doesn’t exist in a silo; it’s part of a big network of content pages, multimedia and information online. If you are in a particularly competitive industry, then it’s possible that your SEO services efforts aren’t yielding the results you want because your competitors are claiming all the top spots for the keywords you want to rank for. Here are a few steps to follow if you want to analyze your competitor’s SEO strategy:
Determine who your internet competitors are
You might have a good idea of who your industry competitors are, but it’s possible that your online competition looks a bit different. There could be indirect competitors who offer related products or services that are outranking you for your chosen keywords. Hop onto Google to see which brands are ranking for search terms in your niche.
Analyze their websites
Go to their websites and check out how they have designed their sites, what type of content they are publishing, and what types of multimedia they use. Do a site inspection and consider what type of website user experience they offer visitors to their site and how your website stacks up.
Check out SEO factors
Do your competitors use static or dynamic URLs? What keywords are they using in their headings and subheadings? Do they have many internal URLs and what type of anchor text are they using?
Browse social media platforms
Are your competitors using social media channels to connect with their customers? Find out which platforms they are using, how often they are posting content, whether they are generating their own content or curating content for these channels, and how many people are following them on these platforms. Social signals can have an impact on your search engine rankings, so having a solid understanding of how your competition performs can influence your own strategy and efforts.
Content is part of any digital marketing initiative. Whether you’re publishing a video, trying to educate customers on new developments in your industry, or giving feedback to queries on social media, content forms part of every single aspect.
When used strategically, content marketing can have a phenomenal impact on your digital marketing campaigns. SEO, for example, is almost impossible if you don’t have the content to back up the keywords you are trying to rank for in Google. When you launch a content marketing strategy, you can weave your targeted keywords into the blog posts, news items, white papers and company announcements that you are publishing.
Many times, written content can also be repurposed into other types of media to extend your reach. A blog post about seasonal trends, for example, can be repurposed into an infographic that is shared on Instagram, Twitter and LinkedIn. A commentary piece about a new research paper could similarly be transformed into a PowerPoint presentation that is published on your company’s SlideShare page.
Content is the backbone of any digital marketing strategy and it’s also the vehicle you need to use to get your message to more people. Before you embark on any content marketing strategy, it’s important to think about what your goals are. Are you trying to sell products online, increase brand awareness or show your thought leadership in the industry? You can choose a few goals and tailor each piece of content to help you achieve these goals.
One of the things that many businesses struggle with is producing content. It’s not easy to produce article after article on a topic and most people simply don’t have the time. When you partner with The Digital Marketing People, our team of copywriters, Social media marketing strategy and digital marketing experts can help you with every part of the process. Contact us for more information today.
In today’s day and age, customers expect the same type of customer service on social media marketing strategy that they would get from a customer service agent if they visited a company in store. If you are providing support on social media channels such as Twitter and Facebook, here are a few essential principles to stick to:
- Give timely feedback
There’s no point offering support on social channels if you take days on end to respond. Make sure that someone is checking social profiles at least twice a day so that queries and complaints can be responded to in a timely manner.
- Make sure your community manager is empowered
Your community manager or social media manager needs the right level of authority to make decisions on your behalf. They should be able to advise people on returns or escalation procedures as opposed to simply telling them that they ‘will follow up’ about the query.
- Streamlined information sharing
If at all possible, give your social media manager access to your company’s CRM system so that they have background on client issues and purchases.
- Don’t delete negative feedback
It’s never nice to receive negative feedback, especially not on a public forum where other people can see it. Avoid deleting any negative feedback simply because it portrays your brand in a poor light. Rather respond to the feedback and ask if you can contact the client to discuss the matter offline.
- Keep an eye on customer service trends
If there is a specific product or service that is generating a lot of complaints, or if there are seasonal trend queries, use this information to be proactive in the future. You can create blog posts and other types of content that can help your customers before they have to resort to contacting you on social media.
The e-commerce sector continues to grow. Whether you are only selling products online or whether you have a brick and mortar shop, the right web design, coupled with a solid digital marketing strategy, can make significant improvements to your bottom line.
Creating an e-commerce website may seem like a mammoth task, but it doesn’t have to be. Getting it right from the start, however, can make a huge difference in the timelines needed for web design and development (and it can also save you a lot of headaches later down the line). Here are some things you need to do to set up an e-commerce website the right way:
- Choose A Platform
Shopify and OpenCart are two of the most popular e-commerce web design platforms on the market. When you use one of these options, you will have built-in functionalities and features such as product categories, galleries, and functional checkout processes.
Shopify costs as little as $14 per month, and they take care of everything from website security and hosting to credit card processes. OpenCart is open source and free, which means that a webmaster can make changes to the web features and design them. There are many ‘extensions’ that can be plugged into the platform so that a site owner can personalize the site themselves.
- High-Quality Product Photos And Descriptions
Invest in professional product photos for an e-commerce website as this can go a long way in convincing a website visitor to buy from you. You may also want to consider hiring a copywriter to write quality product descriptions because copying product info from other websites or a catalogue won’t do your Search Engine Optimization (SEO) strategy any favours.
These are only two of the first steps involved in setting up an e-commerce website. Let the experts at The Digital Marketing People guide you through the process of web design, SEO and content marketing for your new online store.
Anchor text refers to the written words on a page that are hyperlinked to another URL, regardless of whether it is an internal or external hyperlink. While you can make the hyperlink any colour, the default and most recognizable type of anchor text is blue and underlined.
‘Inbound links’ refer to URLs on external websites that are pointing back to your website. As a website owner, you won’t have much control over the anchor text that another website uses to link to your site, but you do have control over the anchor text that you use to link to both internal and external web pages from your site.
The best practices for Search Engine Optimization (SEO) when writing anchor text is as follows:
- Keep it clear and simple,
- Make sure the anchor text is an accurate description of the page you are linking to,
- Low keyword density (don’t include too many keywords),
- Be specific (don’t use a generic phrase),
- Mix up the keyword (don’t use the same anchor text on every single page as this may appear spammy to Google), and
- Use natural language.
There are other types of anchor text that can also be used, including:
- A naked link (where the google.com links to Google, for example),
- A generic phrase such as ‘Click here’ to link to another page, and/or
- A hyperlink to an image.
Whether you are interested in SEO marketing tips, local SEO or other types of digital services, your best bet is to partner with experienced SEO specialists. Contact The Digital Marketing People for more information about improving your website’s search rankings.
Business owners often think that they have a solid understanding of what their potential customers will be looking for online. As digital marketing specialists, we have come to realize that regardless of how well you know your business, industry and clients, there are trends across the World Wide Web that you should be tapping into if you really want a robust and engaging digital strategy.
Google Trends allows you to pick up on things like underlying trends, needs, attitudes and feelings that could be relevant to your industry. In 2014, for example, an article in the New York Times found that Parents are two and a half times more likely to ask “Is my son gifted?” than “Is my daughter gifted?”
In November 2017, Google announced that the Google Trends service has expanded its focus to include information such as videos, pictures, news and products. The change means that users can now explore search results in different ways than before as well as in real-time.
Many people use Keyword Planner to determine which keywords they want to include in their SEO strategy, but Google Trends can also suggest new keywords based on the criteria that you are using. Besides including the keyword suggestions into your SEO campaigns, it can also spark a range of topics and unexpected ideas for future blog posts or social media posts.
One of the major benefits of Google Trends is that it can show you trending queries before they peak and become mainstream news. This can help you create timely, relevant and keyword rich content that has the ability to go viral and significantly boost traffic to your website.
According to the New York Technology Council, people are very quick to judge and establish trust when they visit a website for the first time. In less than 10 seconds, a website visitor takes in everything (the layout, graphics and colours) on your website to establish whether they want to spend more time browsing your website and reading your content.
Getting people to purchase something online requires trust. Even if you are not selling products on your website, getting them to give you their contact information or pick up the phone and call your business all requires a certain level of trust, which is why you need to invest in ‘trust assets’. Here are a few things you can add to your site to establish trust:
- Professional Web Design
Your web design needs to be crisp, aesthetically pleasing and easy to navigate. A big part of establishing trust is focusing on the type of user experience you are giving people when they visit your website for the first time. Make sure it’s easy for them to find the information they need.
People want to know that other people have done business with you in the past and that they were happy with the products and services they received. Ask past clients for a review and add them to your website. You can also consider including rating tools, reviews and comments on product pages if you have an e-commerce website.
- Company Information
Some businesses are inclined to only include a contact form on their website, but you will be seen as more trustworthy if you include a physical address, phone number and email address.
Marketing automation is something that we experience all the time. When you book a flight and get an email thanking you for your booking and showing you other related travel services that you might be interested in, this is the job of a marketing automation tool and process. Marketing automation allows you to create a really personalised, one-to-one interaction with your customers on a mass scale so that your communication goes out to the right person at the right time.
Traditionally, things like lead generation, customer retention and marketing required quite a lot of manual labour. Today, marketing automation tools can automate many of the mundane tasks for you. If people visited certain landing pages on your site and submitted their email address for more information, for example, a marketing automation tool can make sure that they receive the right follow-up information from your business.
There are a number of ways that marketing automation can benefit your business, including the following
- Increased Efficiency And Productivity
Every time someone has to manually enter consumer details into a database, compile an email with relevant information and follow up with the customer, a lot of time gets used. This time can be applied more efficiently when a marketing automation tool takes care of the process for you and the result is that your staff will be more efficient.
- Fewer Lost Leads
Salespeople don’t always have the ability to keep track of every lead, not to mention where that lead is in their sales journey. A marketing automation tool can be set up to make sure that leads do not slip through the cracks and those reminders are distributed when a salesperson needs to make contact with a client again.
These are only a few of the ways that your business can benefit from marketing automation. As a digital marketing agency, we help many brands create efficient and high impact automation strategies for everything from their email marketing campaigns to content marketing and lead generation strategies. Contact us for more information today.
Facebook is undoubtedly one of the biggest social media platforms. With over a billion monthly active users and over 900 million daily users, most brands recognize how crucial it is for them to have a presence on this platform.
There are, however, a number of things that brands get wrong when it comes to Facebook marketing. Here are some of the top no-no’s to avoid:
- Pushing Your Products All The Time
Even loyal customers will get fed up if all they see from you is advertorials. Facebook is not the tool for pushing product ads all day long. Make sure you are also writing helpful and educational blogs and adding value to people’s news feeds on Facebook.
- Sharing Non-Related Content
The flip-side of the coin is the people that use their company page as a place to share personal content. If a person wants to see your holiday pictures, they will send you a friend request on Facebook. People who like your company’s Facebook page expect to receive relevant information related to your business and niche.
- Ignoring Your Audience
If there is a problem within your company and people are commenting about it on the internet, then you need to say something about it on your Facebook page. Do not pretend everything is okay if it is not.
- Deleting Comments
It can be very tempting to simply delete negative feedback on your Facebook page and it is understandable that you would not want other people seeing it. But, it is not ethical and it does more damage to your brand. Respond to negative comments as politely as possible and follow up with the person if they have a query that can’t be resolved in the comments section on Facebook.
- Not Responding To Queries In A Timely Manner
People expect timely responses to their questions on social media. Make sure that your Facebook page is being checked at least twice a day so that people don’t have to wait too long for a response from your brand.
Pay-Per-Click advertising (PPC) is one of the most effective ways to get your brand, product or promotion seen by search engine users. While search engine optimization (SEO) often requires a lot of content and time, paid online advertising can put you right at the top of Google’s first page instantly.
PPC ads refer to the ads that are on the top of Google’s search bar and down the sides of search results on the right-hand side of the page. One of the major benefits of PPC ads is that you can take control of the entire campaign. You decide everything from the keywords that you want to target to how much you want to spend. Before you set up a PPC campaign, you should do the following:
- You will need to set goals for your PPC campaign. Do you want people to pick up the phone and book a meeting with you, buy a product online, or do you want them to subscribe to your newsletter? Having established goals will help you track the success of your campaign.
- The second step is to understand the intent of your buyers (you can do this by creating buyer personas). Understanding what their pain points are and how you can help them overcome these challenges are the information you will need to craft compelling ad copy and landing pages to convert search engine users to customers.
- Determining the keywords that you want to bid for is the next step.
If you are new to Google AdWords, it is advisable to partner with a digital marketing agency to help you through the process. The team at The Digital Marketing People can help you with everything from keyword research and selection to crafting ad copy and managing your campaign. Contact us for more information today.