Category Archives: PPC

Alvomedia blogs about Pay Per Click Or PPC

The key metrics for content marketing are the ones to track for success

Important Metrics For Content Marketing


Defining The Key Metrics For Content Marketing Success

Spending money on your content marketing can sometimes feel like a pointless pursuit – the rewards and results are often difficult to see and hard to easily measure. You might be frustrated and wondering how you can accurately measure how well – or even if – your content marketing efforts are working?

While traditional reporting and bookkeeping cannot effectively measure the success of your inbound marketing strategies, there are ways to stay on top of your digital marketing. Assessing your metrics in these four key areas can help you get away from this uncertainty and determine the best way forward.

The most important content marketing metrics

  1. Consumption Metrics – Determining how many views you’re getting on your blogs, YouTube videos, Facebook posts and Tweets is fairly simple – you can assess your Google Analytics, your YouTube insights and your social media back end pages. This information is valuable – it tells you about how many people consumed your content and how many downloads occurred. A lot of novices will pore over this information as if it is the holy grail of SEO marketing metrics – but don’t make this mistake and stop here! While consumption metrics are important, you need to go further.
  2. Sharing Metrics – This is a seductive metric; who doesn’t want their content to go viral? Sharing metrics are useful because they let you know how engaging and valuable your viewers find your content – if they are willing to share it with a friend, surely it means you are doing something right. But now that you are connecting to your clients, are you actually generating leads?
  3. Lead Generation Metrics – So by now, you might know a little bit about who is looking at your content and which posts are the most engaging – but you also need to know how many of these views are turning into leads and actually clicking through to your commerce pages. This is really going to help you to determine whether your social media marketing services are making financial sense. In order to track this, you can set a browser cookie and track how often people fill out your lead forms after viewing your content (even if this occurs much later). If your business relies on phone enquiry, set different phone numbers based on different online campaigns.
  4. Sales Metrics – Now we are talking about the really valuable metrics – the ones that measure your sales and let you know exactly what content drove that money into your ledgers. You can note in your customer or prospect database that a potential client viewed specific pieces of content before purchasing your product or service. Over time, you can assign concrete values to specific SEO campaigns and determine the best cost effective digital marketing services for your business going forward.

 Be informed by content marketing metrics that matter

Once you have assessed these four key marketing metrics for your digital marketing strategies, you are guaranteed to move forward with only those that have been driving the most sales to your business.

Why your digital marketing plans failed

Why Your Digital Marketing Bombed

Digital Marketing Plans That Don’t Go To Plan

Digital marketing is growing fast . The consensus suggests that digital marketing is replacing traditional forms of advertising, and big companies are increasing their marketing budget for digital. Every day, business owners are reminded of the importance of content marketing, SEO, social media marketing and mobile first design. It is enough to even confuse industry experts. It is a time consuming task to keep up with the changes in Google algorithms and fragmented digital channels.

When companies approach digital marketing agencies for help with their online marketing, there is a horrible moment when they realize it is not what they imagined it to be. Don’t get me wrong; there are many companies with realistic expectations of digital marketing and how it can improve their visibility. It is just really frustrating when a company presses ahead with plans containing the blueprint for digital marketing failure.

 

Why online marketing don’t go to plan

 

Here are some plans that will never take off in digital marketing.

 

1. Not knowing your market for digital marketing

 

Digital marketing is more effective when the company knows their marketplace. An understanding of the customer demographics, unique selling point (USP), distribution channels and competitors will help to plan a better digital marketing strategy. If companies do not know who they are marketing to, their plan is bound to fail. Their marketing budget on digital will be wasted. Reputable digital marketing agencies will refuse to execute a marketing plan if they feel it is not in their client’s best interests.

 

2.  Not having a digital marketing goal

 

Wait and see is not a good way to measure the success of digital marketing. Companies should define their marketing objectives and have some key performance indicators (KPI) to help them measure the effectiveness of a digital marketing plan. A professional digital marketing team will use the KPIs in their evaluations.

 

3. Not having a defined budget for digital marketing

 

There is nothing wrong with increasing or decreasing the marketing spend. It is wrong, however, when there is no clear idea of how the marketing budget will be divided for the different digital channels. Knowing how much a company can afford to spend will help digital marketers decide how to spend it. This is especially important for a company with limited budgets.

 

 

4. Expecting online marketing to achieve immediate results

 

Digital is fast, however digital marketing takes some patience to see results. A digital marketing campaign will not only take time to make an impact-it will require constant tweaking. Online marketing agencies promising results in 1 week are not only delusional, they can harm the client’s business. For Pay Per Click campaigns, 3 months is the time for results to kick in; the bidding needs to be optimized and A/B tested for the best wording. When companies pay for SEO, they expect a time-frame for their website to move up the rank results. In reality, this can be anything from 3 months to 12 months: depending on how competitive the keywords are, this can take even longer. The most mysterious of all-social media marketing can take the longest time to target and engage with the right audience.

 

5. Not doing your research about digital marketing

 

Digital marketers and business owners have different levels of knowledge about online marketing. Even so, it is the business owner’s job to decide how to spend the marketing budget and check the progress of their digital marketing campaigns. It is never a good idea to rely solely on the words of the marketers. Investing in analytic softwares and learning how to log into Adwords are some of the ways business owners can gain control of how they are marketing. Digital marketing agencies can help to improve the bottom line of companies but it takes an auditor’s eye to see whether they delivering on the promise. Digital marketing is an area where ignorance does not equate to bliss.

What are the most common pay per click mistakes and how to avoid them?

Pay Per Click Mistakes To Avoid

Pay per click, or PPC, is one of the most effective methods of promoting your business online. It is a form of search engine marketing, whereby relevant keywords are selected for bids and Adword fees are paid for the number of times someone clicks on the ad. The concept may sound simple, but it is just as easy to get it wrong if you do not understand it. Like all forms of marketing, mistakes can be expensive. If unsure, you should leave your pay per click campaign to an experienced inbound marketing agency in order to mitigate any losses.

The first basic thing to remember is that you are investing in advertisement to get a profit in return. Marketing of any sort, whether it is social media marketing, content marketing, inbound and outbound marketing, is never meant to be an expense dragging you down. It is a profit earning mechanism. However, if you get it wrong, you will soon be out of business! Avoid the following six common Pay Per Click mistakes that people make and achieve a higher conversion rate.

Mistakes in PPC campaigns to be avoided

PPC campaigns can be very effective in customer acquisition within a short period of time. The effectiveness depends on the budget, efficiency of conversion, relevant keywords being bid and the rate of conversions for chosen keywords/phrases. As you may have guessed, this is highly dependent on the marketer’s skills.

For B2C and B2B businesses, PPC campaigns provide leads that accelerate growth. When targeted well, click throughs can convert into sales. It is also a scalable search engine marketing method that allows for growth with bigger budgets. Businesses can scale the PPC tactics that are effective for a bigger budget. The growth is usually predictable and proportional to the increase in PPC budgets.

What happens when mistakes are made in PPC marketing? Mistakes in PPC campaigns are costly and can eat away fast at the marketing budget. This is how businesses get burned by PPC and vow never to spend money in Adwords again. What are some of the most common pay per click mistakes businesses make?

Placing PPC ads right on the top

Studies show that you get 90% clicks if you are at the top spot. Unfortunately, what studies do not show is the most crucial bit of information. You get high clicks if your ad is on the top, but the conversion rate is extremely poor. The reason behind that is people who are not even mildly interested in your products will click on the ad simply because it shows up for a different keyword search. Ads in very high positions are not targeted to their specific customers! For this very reason, third position is the best. You will pay less for better quality traffic.

A/B test traffic for your PPC ads

While you may see your ad as the best, and the most creative one on earth, it is worthless if it is not generating enough traffic. It might be hard to take, but truth is always bitter. This makes up for the second most common Pay per Click mistake that marketers make. Always measure how much traffic your ads get you, and keep on testing it using different ads like you would in a AB Variance test. Choose the best one and then work on creating an even better one.

Not using negative keywords

Negative keywords can help you save a lot of money in PPC marketing. It can filter out the unwanted traffic for you. After all, why would you pay for the traffic that would not convert? For instance, if you sell self-improvement programs but not for free, then you can place free in the negative keywords.

Not using long tail keywords

Using long tail keywords can optimize your ads and bring in the most relevant traffic to you site. It will reduce your clicks to a minimum which means you will pay significantly less than before whilst achieving higher conversion ratio.

Not keeping an eye on your competitors PPC campaigns

Always watch out for your competition. Keeping an eye on them helps you realize what is lacking in your ads and how can you improve on it. It will also tell you how strong your competition is so that you can devise a way to outperform their PPC campaign.

Not bidding on your brand’s keywords

Branded keywords are cheap. Always bid on your brand’s keywords before others start using them. This will increase site visits and conversion ratio, as people already know of your brand and its reputation.

Not keeping track of your PPC campaign

Setting up tracking is essential to PPC campaigns. It will allow you to see where traffic is coming from-paid social or PPC? It will allow for better use of resources in your digital marketing. To help you keep an eye on your own campaign, the Dimensions and Search Query Reports are also useful. The Dimensions Report identifies the areas where you are spending too much on your PPC campaign and the Search Query identifies wastages in keywords lists and other keyword opportunities.

Bidding on too many keywords

Concentrating on the few and not the many is a mindset to have in PPC campaigns. By analyzing the revenue per click, you will identify the areas where the keywords are under-performing.

Landing page not optimized for conversions

After clicking through the Ad, it is your landing page’s job to capture customer data and get leads to convert. If your landing page is not optimized for conversions (good UX design and call to actions), then the power of your PPC campaign will be diminished.

Quick tips to optimize your website

Tips To Optimize Your Mobile Website

Optimizing Websites For The Mobile Age

Mobile is a word frequently mentioned in the same sentence as website optimization. With 3.64 billion mobile users globally and mobile internet browsing surpassing desktop browsing in 2014, website designers cannot ignore the penetration of mobile devices. Mobile friendly website designs is absolutely essential for success in a mobile user’s world.The 2015 algorithm updates from Google, called Mobilegeddon, has made website owners take action. When 78% of mobile searches for local businesses results in a purchase, it makes sense to make mobile responsive designs a priority in website optimization.

Effective ways to optimize your mobile website

You can test whether your website is mobile friendly by using this link.

Perhaps it is time to update your exiting website for the better. To make your website more competitive in the online world, here are some effective tips:

1. Choose a simple mobile website design

Simplicity is the height of sophistication, or words to that effect. A website designed for business has to convert and focus on the conversion optimization. Everything from the functionality to the layout and call to action buttons has to help visitors make that purchase decision. A website is the first point of contact with potential customers so it has to make a good impression. A clean, simple design with easy navigation is the best.

Here is an example of great style and simple navigation in a website:

Simple and easy to navigate website designs are best for website optimization

 

To improve the clarity of your website, ask yourself: what can I eliminate to make it easier for my visitors to find what they need on the website?

You can ask your business partners for feedback, or better still, a customer. Generous use of banners and call to actions can clog up the space on a website page. You will want all the menus, navigation and order/checkout buttons to be easily found. Some images are unnecessary if they are not optimized for search engines. This means they don’t have an alt text description or title to help Google understand what it is about. Delete anything that does not help your SEO in any shape of form.

2. Think mobile first website design

A mobile device is pretty small compared to a desktop screen so any mobile optimized design has to be scaled down. Minimal, clean designs works best for mobile.

Here is an example of mobile first website design

Mobile first website designs will make navigations and conversions easier on smaller mobile device screens

 

 

Easy to find navigation buttons and bigger texts are some features of mobile friendly websites. Images that appear on the desktop versions of a website would be enlarged even more on a smaller screen. It is important to eliminate any text and image clutters for a mobile optimized design.

A question to ask is: how many times do I have to pinch/enlarge my mobile device screen just to read the information on the website? If the answer is a lot, then you have to improve the design.

3. Search engine optimization at all times

Search engine ranking positions correlate to website conversions. 70% of people never go past page 1 of organic search results and a hefty 18% of organic clicks go to the first ranking. Keyword research on Google Adwords for your specific industry is important as is the placement of your keywords or phrases. The best thing about keyword research is that it will tell you the popularity of the words and projected traffic if you use them for your written content.

Another way is to register for Google Places for your business. In local search results, your website will have a higher chance of appearing at the very top. A pin on the Google map will add further credibility to your business and target leads based on location.

4. Keep your website content up to date

Updating your website information on top of operating the business is hard yet important. You can update the information yourself or outsource it to a marketing team. Keep all the information about your products, services, promotions, special offers, opening times, contact details and images up to date.

Start to optimize your website today

Optimizing your website step by step from today will guarantee you more conversions. The concept of website optimization is not difficult to grasp but it will take patience and effort to implement. Outsourcing your website optimization to a SEO agency is one way to work on your business whilst you make improvements to your website’s design and functions. In a world where every company look for smarter ways to conduct their online marketing, getting the website right is vital to your business success.

What are the differences and overlaps between digital versus traditional marketing strategies

Digital Versus Traditional Marketing

Traditional Marketing Tactics Evolving With Technology

If your company deals with certain products and services, it is obvious that you need to do extensive marketing to promote and sell those. Different marketing techniques have been applied since time immemorial. Traditionally, marketing techniques include advertising in newspaper, magazines, television, radio, and billboards. However, nowadays, one of the biggest trends in marketing the products and services of a company is to use digital technology. Digital technology mainly revolves round the Internet. This technology has been proved to be one of the most effective forms of promoting products and services and expanding the reach of the company to the maximum number of potential customers. In the digital space, social networks, website banner advertisements, and website promotion are done largely to promote a product or service business. There appears to be some difference and overlap between digital versus traditional marketing tactics.

 

Differences between digital and traditional marketing

 

Given below is a list of differences between digital and traditional methods of marketing:

  • Communication: In traditional marketing, communication has a one-sided flow. This one directional flow is from the company to the target audience. However, as the users cannot communicate with the company or between themselves, communication is not as effective as in the case of digital marketing technology. With Internet marketing techniques, communication can be multi-dimensional. There are various digital channels through which companies and customers can interact with one another.
  • Another major difference between the traditional and the digital communication is that the former is better planned and generally takes longer than the modern techniques. This is because publication through mass media takes longer to execute. In digital marketing, communication is instantaneous and occurs in real time. This means that it is possible to reach a large number of customers at the same time and the potential customers can respond immediately and join in conversations with the company.
  • Flexibility: the way advertisement campaigns are planned and scheduled makes traditional and digital marketing different from one another. Traditional marketing takes time to plan. The campaigns are well planned and follows a specific schedule. There is not much scope of changing plans and making changes in the campaign plans in the middle. However, in digital marketing, there is a lot of scope for changing plans and adjustments along the way. These schedules are based on the behavior of the target audience which in turn will depend on the reactions that the target customers are showing towards your newly launched products. In digital marketing, there is a heightened participation of the customers in the launch and promotion of a new product or services.
  • Availability and response: In digital marketing, a company is always approachable to the customers through various means. The customers are happy to be able to reach the company 24/7. Whereas, in the case of traditional marketing techniques, response from the company would come either on weekends or during the working hours only. The customers would have to wait for responses from the company.

 

Advantages of digital marketing strategies

 

1. Speed

One of the major differences between traditional and Internet marketing is that Internet marketing is fast and more effective. Traditional methods are time-consuming processes and require a substantial amount of time for the results. However, in the case of digital marketing, the result is immediate and you can measure the behavior of your target customers.

2. Cost effectiveness

These days, most of the companies are opting for Internet marketing services to help them promote their products and services.One of the benefits of choosing digital methods for marketing of products and services is that it is cost-effective. Unlike the traditional forms, the Internet is a cost-effective medium for promoting the products and services of a company. The money you spend on marketing produces predictable and effective results!

3. Digital marketing is measurable

You can definitely count the number of people visiting your website and the number of customers you are getting (conversion rate) from Internet marketing. However, this is not possible in the case of traditional form of marketing. It is not possible to calculate the number of people who checked out your banner advertisements or the number of potential customers who have watched your television advertisements.

4. Better brand development

Digital marketing is better for developing a brand. A business that is regularly updated with valuable content on a well designed website can establish a brand and sell the products and services. Creating a website is one of the best brand-building investments that you can make, if you are planning to promote the goods and services of your company. Be sure to contact professional web designers to create a user friendly and responsive website to showcase your company.

Conclusion 

Although there are various benefits to digital marketing, it is most effective when used in conjunction with traditional forms of marketing. This is because the audiences for traditional and digital marketing are different and your company may target specific demographics of the population. Maintaining a balance between the two and knowing what to spend on the most cost effective methods is the challenge.

10 awful facts about digital marketing that every entrepreneur should know

10 Facts About Digital Marketing

Facts About Digital Marketing In 2017

Creating a plan before acting can save you a lot of time. Knowing the facts before creating that plan can save you even more time. 

Indeed, knowing the facts about digital marketing will minimize drawbacks for your strategy. Although it is tempting to jump straight in, being realistic about marketing will increase your strength to handle it well.  For whatever weaknesses it has, digital marketing is a worthwhile investment if you can weigh the risks and align it with your business goals.

What, then, are these facts about digital marketing?

Digital marketing fact 1: it is not that cheap to implement

Merely setting up a website, PPC ad campaign and social media profile is an oversimplification of what digital marketing entails. It is also an underestimation of the costs. The competition is too high for digital marketing; to remain competitive, you need the best minds and allocation of resources. Social media ads, PPC (pay per click), SEO services (search engine optimization), content marketing, coordination and multi-channel/device marketing becomes more expensive when you increase the reach and competitiveness of your campaign.

Therefore, you have to plan well and budget prudently for the process. Expenses will increase with digital marketing if you are expanding your business and reaching millions of potential customers.

Digital marketing fact 2: it is not for everyone!

Digital marketing works for some brands but not others. Some consumers are not aware of the existing market online. Despite figures showing Mcommerce penetration and more consumers searching for businesses online, there are consumers who don’t search online. These consumers find businesses from word of mouth, leaflets, the Yellow Pages, newspaper supplements and industry magazines. When assessing your marketing needs, the behaviors of your target consumers matter the most.

Do not replace your traditional marketing strategy with digital marketing.  Combine them both to create an efficient strategy to acquire new customers. Social media marketing can also be a boost to your strategy, just optimize it and use it well.

Digital marketing fact 3: it changes with consumer behavior and technology

The fundamental principles of marketing, such as customer satisfaction and building connections remains the same. However, the mode and technology of digital marketing changes all the time. Your consumers may adopt new technology to communicate/shun certain social media platforms. Make sure that your marketing strategy really works by testing and tracking the results. In digital marketing, it pays to stay on top of all possible changes and updates of the digital world.

Digital marketing fact 4: reputation can be destroyed online

You need to be aware of activities that might destroy your hard earned connections or make a negative impression towards your customers.  You might be targeted by competitors online or consumers with their own agenda.

Be on guard and be ready for the possible negative content that will impact your business online. The way you conduct and present yourself can either strengthen your customer relationships or damage it forever. Acting with professionalism and speed can mitigate any further damages to your reputation if it is a social media crises.

Digital marketing fact 5: hacking and cyber crime happens online

People can take your information or confidential data accessible for hacking. If you own an online business that collects sensitive marketing data, this is even more risky. Hackers can take your customer’s contact details and spam them. You will need to train employees about security and DDoS attacks.

Digital marketing fact 6: it is challenging

You need to undergo the difficulty with measuring the impact of your digital marketing. You need the skills of data analysis, testing and content creation. In a survey by Adobe, it was found that 47% of marketers had limited knowledge about digital marketing; 39% said that the fast pace of change in digital marketing was an obstacle. Outsourcing work to consultants and companies that specializes in digital marketing can save you money in the end, but justifying the spend to executives can be difficult.

Executing a content strategy that is coordinated and consistent is one of the biggest challenges to online businesses.  This stems from lack of resources, skills and planning (targeting and using the right metrics).

Digital marketing fact 7: mistakes are forever on record

Mistakes are inevitable every time you do or try something new.  Some are easy to fix in digital marketing but others will harm your business. The problems with making mistakes in digital marketing is how to repair your relationship with consumers and make them trust you again. Bad content marketing, spamming customers with emails, and saying the wrong things on social media may or may not leave lasting damage. When content gets published online, it exists forever on record. 

Prepare to be flexible and improve your content or approach as you connect to your customers.  Your content marketing must be reliable, valuable and relevant to your customer with the ultimate intention of winning their trust.

Digital marketing fact 8:  hedge your bets in digital

It is hard to put your bet on your online visibility knowing that the future of digital world is uncertain.  You do not know what will happen next as the digital world paces fast.  The rapid changes cause rapid updates that you need to cope with.

You must move cautiously but quickly.  Cautiously means you should not make large investments without testing and tracking your efforts.  Quickly means you can adapt and establish user-friendly marketing at every opportunity.  That way, you can keep up with the times and boost your visibility online for target customers.

Digital marketing fact 9: consumers don’t trust advertising

Constant social media ads and promotional content that misrepresents the brand destroys consumer’s trust. Con artists can take advantage of PPC, social ads and emails to trick consumers. This can make your target customers suspicious of your brand too. In order to reassure consumers, you need to build brand reputation and stand behind the product or service that you provide. Allow for online reviews and  build up trust through engagement on multiple marketing channels.

Digital marketing fact 10: the many variables make it difficult to measure

If you’ve spent money on traditional advertising, then you’ll know your return on investment (ROI). With long term digital marketing, such as social media connections, SEO and creating content, the ROI is harder to calculate. This creates difficulties in justifying the marketing spend to a decision maker. If you are the decision maker, this undermines your confidence in digital marketing. You need to know what metrics you use to assess the effectiveness of your digital marketing and how to track the data from your campaigns.

Conclusion

These ten facts about digital marketing can make everyone pause before developing an online strategy. Don’t panic; these facts may challenge you to explore all avenues to enhance, improve and develop effectiveness in your digital strategy.  Evaluate your content marketing and the importance of your metrics. Knowing the worst can bring about the best in your marketing strategy. It is the stepping-stone to success.

Content Marketing Trends will reflect the constantly changing consumer behaviors

Content Marketing Trends In 2017

Content Marketing Trends Of 2017

Most businesses, whether they are B2B or B2C will agree that delivering great quality content is the way to go for their marketing strategy. The term content marketing encompasses a lot of different strategies and it will evolve constantly with time. What are the content marketing trends that we forecast for 2017 and beyond?

Content marketing trends reflect customer’s changing interests

Visual Impact 

Content marketing techniques are constantly changing. One of the trends we have observed at Alvomedia is how many clients ask for the use of visuals in their marketing campaign. More and more businesses are using videos, attention grabbing images and infographics to deliver interesting and informative content.  Did you know that when looking at the same piece of written content, 94% of readers will look at the written content that has a picture? Big, bold and relevant images are the most effective.

Targeted Marketing on Social Media

Depending on your targeted demographic of consumers, you should grab their attention using social media. This is a huge content marketing trend and shift towards targeting users of social media. The big social media platforms are Facebook, Twitter, LinkedIn, SnapChat, Instagram and Pinterest. Businesses are beginning to realize that customer engagement is just as important, if not more important than putting out an expensive advertisement. Businesses that take the time to engage with their target audience on social media will spread the message of their brand wider and more effectively than business that ignore social media in their content marketing.

Businesses Want Metrics for their Marketing Efforts

Many businesses know that content marketing works, but not many know how successful their content marketing strategy. There is a trend now towards measuring the ROI of content marketing and marketing agencies on brushing up their analytics when looking at distribution channels of marketing, the form of content marketing and the content itself. Businesses don’t want to throw a lot of money into ineffective marketing strategies and this is one of the biggest trends towards measurable content marketing.

Increase of A/B Testing Software

Content marketers are using softwares such as ScribbleLive, Visual Website Optimizer and KISSmetrics more than ever to gauge how successful their marketing efforts have been. A/B Testing just means testing one variance in their marketing compared to another. It allows marketers to explain why they go for one strategy as opposed to another.

Better Curated Content

The quality and relevance of content trumps all other factors when it comes to content marketing. Content marketing used to be unfocused, but markers are moving towards the direction of very well curated content. In niche subject areas, this is essential; readers will want selective and high quality content that address their needs specifically.

The importance of technical SEO for your website optimization

What Is Technical SEO

Why Technical SEO?

If your business is on the web already, it’s time that you focus on technical SEO for improved online visibility. Not only will it prepare your website for easier crawling by Google, it would help your business get the much needed structural leverage. Good technical SEO lays the foundations for ongoing SEO. Through better search results visibility, your website will gain targeted traffic from the search engines which may convert into sales. Every business wants targeted leads, long term growth and ethical, organic SEO is certainly one of the most effective marketing methods.

The term technical SEO often fills website owners with dread. Many think you need a PhD in computer science to navigate the source code and IP redirections. Don’t know what a source code is? Many website owners think they don’t have the expertise to carry out technical SEO audits, but really that is not true. Although outsourcing technical SEO audits to agencies is a smart investment for website owners, knowing the basics will improve the overall performance of your website.

These days, good content is intrinsically linked to search engine optimization. Website owners have to think of ways to integrate website content and technical SEO for optimal online visibility. Finding a balance between high quality content that is relevant to target customers and onsite technical SEO will ensure that valuable leads are being directed to your business.

Do you need ongoing technical SEO?

In a word: yes. Ongoing technical SEO is important for optimizing your website’s performance. The right SEO services will take into account your website’s structure and maintain/update this where necessary. It is advisable to get the technical SEO right along with the UX design of your website. If you do not have a website design that is compatible with your search engine marketing goals, then this will hinder your chances of success.

Another reason for ongoing technical SEO is to avoid penalties by the search engines. The position of your website will not be penalized if you follow search engine optimization techniques properly. Even until a few years ago, all you needed to achieve good ranks in search engines were website pages with images, a good site structure, keyword stuffed pages, and keyword rich meta titles. But now, that is not enough! If you want your website to gain targeted traffic for 2016 and beyond, you will need to update your technical SEO. 

Google guidelines are constantly being updated for technical SEO

Effective SEO services will note the pitfalls, and create an optimized website with all the vital SEO elements in place for your website to gain traction. One of the great misconceptions of SEO is that you can do it for a few months and forget about it. This is risky because your old SEO methods could be penalized once a new algorithm update rolls out. Always check Google Webmaster Guidelines for updates.

If you really want to gain traction on the internet, building connections with other authoritative websites, perfecting your content and keeping track of website analytics will help you fare better in the years to come.

Another misconception of SEO is that high volumes of traffic equates to success. It is definitely important to have a large number of traffic, but it is more important to gain high quality and targeted traffic to your website. If you can align technical SEO with your KPIs (key performance indicators, for instance 200% increase in conversions), then it is far more fruitful.

Combining technical SEO with great content

Amongst other things that you do in technical SEO, a few important ones are implementing sitemap.xml, ensuring page titles are less than 65 characters, and optimizing the robots.txt. When technical SEO is combined with great content marketing, it can provide you with high-value linkbacks, social recognition, viral information sharing, and a large number of click-throughs or visitors to your website. Again, if the demands on your time is too much, you can always choose to outsource parts of content marketing and SEO to an experienced digital marketing company.

Technical SEO can facilitate the crawling and indexing of your website by search engines

Can you just do technical SEO by itself?

A question that is asked often by website owners: can you rely on technical SEO by itself?

The answer to this is a simple no. 

We mentioned above that a combination of technical search engine optimization and content marketing would really improve your search engine marketing. Content and search engine optimization cannot thrive without each other.

The fact is that SEO on its own can just reach up to a certain level when it comes to attracting traffic to your website. Although you can use the 301 redirect strategy to bring a substantial amount of traffic to the site, you cannot expect a large amount of traffic just by doing technical SEO. It is the same for website optimization with well chosen keywords. Good keywords will only get you so far for search engine visibility (perhaps through Pay Per Click); you still need other Internet marketing techniques such as targeted content to attract useful traffic.

Don’t put all your eggs in one basket. Remember, almost everyone on the Internet is doing SEO. Being the best at technical SEO will not guarantee higher conversions from your traffic or even recognition as an authoritative website in your industry. It’s how you implement a multitude of marketing methods that determines the success of your website.

What does online marketing for luxury brands look like?

Online Marketing For Luxury Brands

Online Marketing For Luxury Goods And Services

In the last decade or so, techniques in digital marketing have changed the way goods and services are being marketed. From traditional industries such as law and financial services to emerging industries, methods in digital marketing have increased lead generation and allowed communication to be more forthcoming between brands and consumers. In recent years, traditional luxury brands are adopting digital marketing to improve sales and brand awareness.

First of all, to define digital marketing: this is simply the targeted and measurable marketing of goods using digital channels to convert customers. Some people will argue that the sole purpose of digital marketing is to boost sales. In addition to increased sales, digital marketing is very effective in cultivating brand loyalty and interpreting customer behaviors for marketing campaigns.

For luxury brands, the potential benefits of digital marketing is too good to miss. Reputation, brand perception and customer service are all vital to the longevity of prestige brands and this is exactly what online marketing can achieve for them.

 

Online marketing methods to promote luxury brands

 

Luxury brands look, feel and communicate the experience of luxury. At the heart of successful digital marketing campaigns for luxury brands is the promise of this luxurious experience. Here are the main ways prestige brands conveys this to target consumers:

 

1. Luxury brands use online marketing to showcase their high standards of service

 

Businesses in the luxury industry care greatly about customer loyalty and satisfaction.  Many of the most luxurious catering, hotel, lifestyle, travel and fashion brands in the world communicate about their exceptional customer service and customer satisfaction in their content marketing. Testimonials, reviews and content generated by customers are amplified using digital marketing until everyone knows about it.

 

2. Luxury brands can control their image using  multiple marketing platforms

 

Once a brand establishes itself as a luxury brand, it will go about communicating this using digital channels. The brand will have an air of exclusivity and only linked to other luxury lifestyle websites or publications. Money and effort is invested in creating luxurious looking websites, ad campaigns, mobile apps, marketing videos and online content. Digital marketing spends for luxury brands can go into the 7 or 8 figure range.

 

3. Customer service is personalized and loyalty rewarded

 

Luxury brands rewards customer loyalty with perks and upgrades. The standard of customer service for luxury goods and services is already high; loyal customers will be rewarded with exclusive products or sneak peek of products before general release. Customers can subscribe to luxury brand newsletters and digital video channels. Luxury brands collect the email addresses and customer data for personalized email marketing further down the line.

 

4. Review sites are carefully monitored by luxury brands

 

Customer reviews can make or break a luxury services business. Positive review can increase conversions dramatically. Online reputation management is a big part of a luxury brand’s digital marketing strategy. Some will hire diligent reputation management agencies to respond to any negative reviews or remove false reviews altogether. Luxury brands are aware of what customers are saying about them publicly on social media channels so they will monitor the social media platforms constantly.

 

5. Luxury brands can launch their own review/forum sites

 

Luxury brands have the resources to launch their own review sites for their own verified customers. Independent review sites do not have the strict filtering in place for genuine customers. In this way, luxury brands can manage any disputes or address issues raised by genuine customers.

 

6. Social media accounts are managed 24/7 by luxury brands

 

Social media management for luxury brands is 24/7 in different time zones and for multiple social media platforms. Response rates for luxury brands are high and messages are replied to within 1-2 hours.

 

7. Customer communications are dealt with in a professional and timely manner

 

Bad customer experiences are dealt with using a professional manner on social media and online review sites. Luxury brands are very responsive to reviews because they invest a lot of time and money in cultivating a perfect reputation. Great reviews are acknowledged by luxury brands and shared across social media channels.

 

8. Luxury brands use contests on social media

 

Prize draws bring awareness to their brand and also to reward fans who follow their updates closely. Any engagement through digital channels will help to promote luxury brands. Contests may attract leads that have never purchased from the brand before.

 

9. Luxury brands consult multiple marketing agencies to target customers globally

 

To create global marketing campaigns, luxury brands will liaise with digital marketing agencies around the world for different perspectives and culturally sensitive ways of targeting their global customers.

 

10. Luxury brands marketing teams work closely to create consistent messages

 

The different marketing teams liaise with each other to create a harmonious message for consumers of luxury brands. The more cohesive the message, the easier it is to build a brand for longevity.

 

11. Luxury brands reach out to other brands for content marketing

 

Many luxury brands team up with complementary brands in the luxury industry to create content that appeal to their target demographics. For instance, Louis Vuitton partnered with Square Enix in 2016 to target their well heeled gamer clientèle, Chanel partnered with Billionaire Boy Club founder Pharrell Williams for an exclusive new collection in select boutiques, and smartphone compamy Apple teamed up with Hermes to release an ultra luxe smart watch.

 

12. Luxury brands use digital marketing for effective story telling

 

Behind every luxury brand there is a great story of craftsmanship and passion. Luxury brands will use every opportunity to romance audiences with their brand heritage and what compelled them to create the brand. Patek Philippe, Kuoni (established 1901), Mont Blanc and Caron Paris are exceptionally good examples of this.

Online marketing strategies for success

Online Marketing Strategies For Success

Digital marketing is one of the most complex tasks that any entrepreneur has to complete in the online world. It takes a lot of effort and patience before it gives you satisfactory results. More than that, it takes up time and brainpower to make it work smoothly.

You cannot simply rely on your traditional approaches in digital marketing. You need to come up with a genius marketing strategy that takes into account everything starting right from SEO, content marketing all the way to social media marketing, email marketing, and inbound and outbound marketing.

 

Digital marketing strategies to follow

 

Gone are the days when you can spend most of your marketing budget on TV or mass media outlets and expect success. Customers in a digital era use multiple social channels and their attention is diverted by many competing content. What is an ambitious company to do? Here is a small to do list to help you navigate this area safely and with less headache.

1) Build an online reputation

Whether you plan to do it yourself or use an online marketing agency be sure to place yourself in a place of authority and keep track of all the business activities. Building a great and solid foundation include you coming up with efficient and detailed processes for all the tasks that need to be performed.

This can include the social networks you need to update regularly and the list of blogs that you need to view daily. This may also include the team members that need to perform each task and the hierarchy that needs to be followed in every situation.

2) Focus on the right audience for online marketing

A campaign can only be successful if you know who your audience is. Start researching and think about your target market. Try to find out what appeals to them, what is their common need, what they value the most and what is the general trend. This will enable you to come up with the right kind of strategy to approach your potential customers in the right way.

3) Reach out to the customers through paid digital marketing

Initiate communication with your potential customers by using paid digital marketing methods. Let them know that you exist by posting ads on popular websites and using email marketing. Encourage the clients to subscribe and then reach out to them to make them feel valued and respected. This way you can gain their loyalty.

4) Use inbound marketing to keep connected to your customers

Inbound marketing is proven to generate more revenue than outbound marketing. Make sure you keep connected with your customers. This will let you know about the general demands, their perception of your business and the most popular products. This again leads you to formulate the marketing strategy that works for you.

5) Trial and error with online marketing strategies

There are numerous ways available to an online marketer to reach out to the customers. You should try some of them and see what works the best for your business. Care needs to be taken; however; as when you try to wear many hats just in the beginning, you end up damaging your business more than helping it grow. Focus on one strategy at a time and let it grow and bear fruits for you. It takes years of experience and expertise to be able to handle multiple marketing options. So hang on and be slow and steady.