Is pay per click marketing effective in 2017?

Is Pay Per Click Marketing Still Effective?

How Does PPC Work?

PPC or Pay Per Click Marketing is not free; it indicates cost per click which is a method of charging for advertising on the Internet. According to the Oxford Dictionary, PPC is “a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on the advertisement.”  The question now…Is PPC still effective? Traditionally, you need to pay a lot for advertisement.  However, with the trend of digital marketing, you can get it free by using SEO (Search Engine Optimization) or what we call whitehat search engine marketing.  PPC (Pay-Per Click) Marketing and SEO (Search Engine Optimization) are part of SEM (Search Engine Marketing) which are used by most Internet marketing campaigns.

To answer our question whether PPC (Pay-Per Click) Marketing is still effective, we must first see its advantages and disadvantages.


Advantages of PPC (Pay-Per Click) Marketing


  • Speed and reach

After setting up a PPC campaign, you can have immediate ads on top of the Google search results.  Instantly, traffic for your webpage will start pouring in and your ads exhibited for millions of viewers.  PPC works well with your product promotions, related online business campaigns, joint venture projects and more.

  • Widespread Control

Once your visitor clicks your ads, you will see which keywords generated clicks for your ad and the destination web-page that traffic is sent to instantly. This helps you gain full control of your ad copy.  It can also help you to narrow down your prospects that leads to the conversions that your business needs and gaining access to your web-pages.  Another avenue for targeting is Social media ads where you can easily know your audience’s preferences, know their age and income bracket, level of education and their status which enables you to control your ad copy efficiently.

  • No worries for updating and promoting of time-sensitive offer

Your paid search ads stay stable even when the web-page refreshes or is updated.   The process of updating does not affect your paid search ads even when your promotions end in days.  Your product gets an immediate attention.

  • More brand exposure

Even in organic results and the paid results, your PPC (Pay-Per Click)ads cover more space in search results. The relevance of your brand stays in the search engine if you have to engage in PPC.  Your brand gets a prominent position.

  • Even without display, PPC can be effective.

You can have an effective PPC advertising campaign even without display, as long as you have a product or service that people are searching.  Many PPC advertisers run efficient campaigns in search only.  That is where PPC is more effective.

  • More exposure of your business

You can choose where you want your business to be known, be it locally or internationally, depending on your target audience.  With PPC, that is an advantage for you have the ability to control where you want to expose your ad.

Disadvantages of PPC (Pay-Per Click) Marketing


  • PPC Advertising can become really expensive

If PPC advertising not handled well, the tendency is for those budgets to get out of hand.  Many advertising keywords are not relevant or not profitable to the advertisers, forgetting that every click cost or they have to pay for every click even when the clickers do not buy.  That is why you have to be prudent in your bidding and be knowledgeable of the bidding process.  Your ads must be creative and cost-effective.

  • PPC(Pay-Per Click) Marketing is complex 

Without the knowledge how PPC really works surely your budget will go to waste for PPC is quite complicated.  To ensure your ads stays at the top, you must be on top of the bid, but that would create another complicated issue. You need to consult a PPC marketing expert on this. 

  • Fake clicks

Competitors find ways to get over your brand.  They think of a strategy to increase your cost by bombarding your ads with fake click using different IP addresses.  Click fraud costs a lot.

  • People might get a negative reactions from your ads

Many individuals are not so interested with advertisement especially if that gets in their way while surfing on the Internet.  People are critical with advertisement that keeps on trying to sell them something.  That makes your brand sound desperate.

  • PPC Advertisement disappears when your campaign ends

When you stop paying, your PPC advertisement stop appearing and when that happens, traffic and sales will surely stop too.  You will need to prevent this by effective organic SEO.

  • PPC(Pay-Per Click) Marketing is not a sure way to get sales

You need to accept risk in dealing with PPC because it is not 100% certain that you are able to get your ROI (Return of Investment).  There must be some points to consider to gain with PPC(Pay-Per Click) Marketing.  You must consider your keywords, your product or services, your ad copies, your campaign approach, etc.

  • Wrong PPC(Pay-Per Click) Marketing firms

Many PPC (Pay-Per Click) Marketing firms offer many possibilities but only lead to disappointment.  You need to do research for your prospective firm to do your advertising and avoid firms that will not be able to give good and concrete results.  Rely on a good firm that has years of experience with PPC campaigns.


The best way of deciding  whether PPC(Pay-Per Click) Marketing is effective is having the knowledge of its advantages and disadvantages.  Everything has its purpose and everything if done right falls into place even if it has its disadvantages.  The advantages of PPC(Pay-Per Click) Marketing is challenged by its disadvantages. It is not a question of how effective is PPC(Pay-Per Click) Marketing; it is a matter of how to gain from its advantages by handling well its disadvantages.

The challenge with those who are thinking of using PPC(Pay-Per Click) Marketing is how much should they pay for it.  This campaign tool needs a certain budget but also needs an effective management strategy.  If your aim is your ROI (Return of Investment), surely you can have that if your core methods of handling PPC gets a good result.  The purpose of PPC is not to put your business into a difficult financial situation, but to provide you a dynamic promotion of your business that works well for your target audience!

When to hire a digital marketing agency?

When Should You Hire A Digital Marketing Agency?

When Do You Need A Digital Marketing Agency?

Running an online business is not for the faint hearted. Time is of the essence in running a business and many owners feel overwhelmed by the work load. Although most business owners would agree that working on their business is vital to business growth, many are falling into the trap of working in their business. This means taking care of the minor administrative tasks and content creation that keeps the business running smoothly, but hardly helping it to grow.  Digital marketing is one area that requires the special attention of the business owner; it is not only time consuming but also reliant on core digital marketing skills few possess. To be competent in digital marketing, the business owner has to analyze customer data, track their marketing campaigns and manage a smart content strategy. Needless to say, this is an area that requires experience and some serious delegation!


Signs you need to outsource to a digital marketing team


Two heads are better than one. And a team is better than a pair. This is especially true in digital marketing where agility and the ability to pivot quickly makes the difference between success and failure. Knowing when to hire a digital marketing agency is key to the growth of your business. Here are the signs to look for:


1. Your time to do digital marketing is zero


Many business owners don’t want to admit they need help. After all, they are superman, or superwoman, with endless stamina for work. Being human places limitations on the hours you can work and be productive. Smart business owners use their precious time to grow the business; they prioritize their time to get maximum results. Digital marketing is very important to a business but it is also time consuming: by freeing up your time from digital marketing, you can accomplish much more in terms of business growth.


2. You don’t understand digital marketing


If you can’t do it right-then don’t do it at all. Digital marketing requires analytical skills and experience to make it work. Bad digital marketing can harm your business so hire professionals from the start. Correcting mistakes made in marketing can be costly later on and irreparable at worst.


3. Your competitors are hiring expert digital marketers


Business is competitive and hiring the best brains can give you a competitive advantage. Of course this makes hiring the right people a top priority in your business. Successful businesses look for compatible digital marketing agencies with the right creative/analytical experience to promote their brand. When considering a digital marketing team, ask yourself if they are the right fit, and how passionate are they about working with you?  Hiring the best digital marketing agency for your business can be the greatest business investment you make.


4. Your business has plateaued in sales and you don’t know why


It’s a sad moment when you realize your business is not gaining new leads or making any sales. Your service and product is excellent and yet something has stalled. It could be market demand for your service/product, or it could be due to marketing. The pace of change in consumer habits means finding new ways to reach them. Multi channel marketing, social media marketing and mobile optimized content could revive your sales. Talk to a digital marketing agency about your existing marketing efforts and where it can be improved.



5. Your business needs a fresh marketing approach


Keeping up to date with data on consumer shopping habits can point you in the right direction for digital marketing. Unfortunately, many businesses fail to realize what their target customers want. Businesses targeting millennial customers found social media marketing to be more effective compared to magazine advertisements and some had to change their marketing approach completely. A well informed digital marketing agency will help your business implement a fresh marketing strategy.


6. You don’t like digital marketing


Some business owners don’t like digital marketing. Maybe you are one of them and the idea of sending customized emails fills you with dread. In that case, outsourcing this to a digital marketing agency passionate about tracking emails and designing newsletters can be the best business decision you make.


7. Your in house marketer is costly


An in-house marketer is expensive to hire and do not possess multifaceted marketing skills. Instead of paying up to $100k per head for in-house staff , why not spend the same amount on an entire digital marketing agency? The diverse skill sets and brain power from different people will be more cost effective for your business.


8. It requires too much effort to train your own staff


Digital marketing requires more than a Twitter account or posting photos on Instagram. Training your staff to be proficient in digital marketing is a major undertaking; they will need to analyze data and learn how to use different marketing software. Furthermore, the time you use in training your own staff can be better used elsewhere. Hiring a digital marketing agency will allow you and your staff to focus on running the business.


9. You do not have the marketing tools to measure, track and analyze


A costly expense for any business is advanced marketing tools. I’am hesitant to call them an investment because they can be useless for your business or difficult to use. A digital marketing agency will have a full suite of marketing tools and know how to use them for your particular business. This is not only cost-effective, it saves a lot of precious time too.


10. You want your business to grow faster

Hiring an experienced digital marketing agency can help you measure your marketing for effectiveness better

As the owner of the business, making the right decisions can impact how fast your business grows. Great decisions will allow faster growth and bad decisions will hinder any progress you have been making. In order to grow your business faster, you need to eliminate the processes and marketing methods that are ineffective. How do you know what is ineffective and a drain on your resources? You need to track and measure every single move. You need to know what contributed to a spike in sales recently and how to replicate that method/or process. You also need to A/B split test which marketing ideas are working or not. Digital marketing is not left to chance, and every move must be measured for effectiveness. If you do not know how to grow your business faster using A/B testing, hiring an inbound marketing agency can help you.

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.

Tips on how to understand digital marketing analytics

How To Understand Digital Marketing Analytics

Key To Understanding Digital Marketing Analytics


Transforming digital marketing analytics into actionable insights lies at the core of effective marketing. It is putting into action the studies, numbers and the application of the research.  It is more than understanding the digital marketing analytics but it is taking the concrete data and using it to create strategies that bear results. Many marketers admit to being intimidated by digital marketing analytics. Only 14% of marketers are truly confident in analyzing data and turning those numbers into actionable strategies. In spite of premium marketing analytic tools, confidence with data is still lacking.

The key to understand digital marketing analytics better is to select the analytic tools and metrics that apply to your particular business. There are many digital marketing analytic tools available, but it does not correspond and translate to the need of the business.  Marketers now feel challenged to find the relevant analytics.

After gathering the data, how can it lead to action and transformation to a concrete ROI or even cost cutting?


Using digital marketing analytics


Digital marketing analytics measures, tracks and analyzes your campaign performance. It improves the management of your digital marketing.  Thus, learning from it, it will help you reach your business goals and help you improve.

To start with, you need to determine the following:

1.What are the right metrics for my marketing campaign?

You need to look for metrics that pertains to your business.  It must be relevant to your digital marketing strategy as you measure its visibility, engagement and conversions.  It is important then to have these three components of your measurable goal.  Behavior of your target audience, amount of change and time are three components you must start with.

Target audience behavior: one important component to gauge your success is to see if your target audience takes some sort of action.  It is outlining the behaviors you are looking to change. What are your desired audience behaviors from your campaign?

Amount of change: this identifies how much you want the behavior to change.  It is tracking the number of clicks and visits to your website and how much you want to change your website visitor’s behavior.

Time: this is how long it will take you to change your target audience’s behavior.   Your goal must have a time element in order to analyze data points and understanding how the marketing campaign performs.

Digital marketing tool to use:  

Google Analytics

The simplest and toughest web analytics that is completely free to use generates detailed statistics about your visitors to your website. It determines where your visitors come from, what they are doing while on your site and how often they come back and among many other things to measure your marketing impact.


Mixpanel tracks detailed and comprehensive user behavior to give companies insights into what users are doing on the web and mobile device, or how much time they are spending within an application.  It determines the following: where the web users congregate;which buttons are being pushed frequently and usage rates for  certain features.

2.Determine your owned and earned social metrics

To determine your right metrics is a challenge as there are many metrics available.  However, in choosing your metric, keep in mind that your metric must support the behaviors you are trying to change.

Owned social metrics relates to the social platforms such as Facebook, Twitter, YouTube, Slideshare,   Pinterest, Google+, Flickr and among others.  With these platforms, you can manage to maintain your communication or engagement with your customers for greater brand awareness.

Earned social metrics has two kinds: earned conversations (social media conversations that are taking place outside the owned social media properties) and in-network conversations (can foster a sense of contribution in the online community).   It tracks some content marketing or content that can determine how well it does in inspiring action and increasing engagement.

Digital marketing tools:               

Content Scoring 

The new data-driven measurement process for tracking how each piece of content is driving leads and conversion.  It takes a granular look at the effects of singular marketing deliverance to ROI (Return of Investment).  It could help you to tell the amount of revenue a single tweet or blog post contributed to the business as a whole.

Kissinsights from Kiss Metrics (

Kissinsights provides easily implemented and customized feedback form for website visitors.  You can manage all the questions through a single and simple dashboard.

3.Demystifying or translating web data

Web data tends to be the most confusing of all digital data sources.  As there are many web data available.  To track the effectiveness of a website and how it interconnects with other channels, you can use the following most popular metrics.

Visits – are the number of times people have been on your website considered unique? Do they come to your page, click a few links, and then leave?

Unique page views – specified page or pages viewed once during the number of visits.

Bounce rate– the percentage of visitors to a website who navigate away from the site after viewing from the initial landing page.

Pages per visit – simply the number of pages a user viewed during a single session.

Conversion – when tracking a conversion, it is the number of times someone has taken action on your page and is an important metric as it is the clear way to demonstrate the value of a marketing strategy.

Digital marketing tools:               

Marketing Evolution

Helps marketers create ROI plans while leveraging big data.  From budget planning to best practices to monitoring and tracking results, Marketing Evolution close-loop marketing effectiveness system creates a cycle of continuous improvements in your marketing.

Predictive Modeling

Takes conventional data kept by marketers and CMOs, compiles it and crunches it to reveal patterns that confidently predict future buyer behavior.   Predictive analytics allow marketers to more concretely see what messages or content they should be creating in order to optimize their revenue potential.

4.Searching for the right search metrics

Search analytics is the use of search data to investigate particular interactions among web users or searchers, the search engine or the content during search sessions. It has two categories: paid searches, which is any form of online advertising that matches an ad to a specific keyword-based search request; and the organic searches, which are listings on search engine results pages that appear because of specific relevance to search terms and not driven by an advertisement. You use search metrics in order to analyze your status in digital marketing.


Aligning digital and traditional analytics


Digital and traditional analytics (structured, repeated analysis) when used together creates a great impact in to your marketing strategy.  Digital data (exploratory analysis) can strengthen traditional data and traditional data can build up digital data. The best way to approach measurement is by examining traditional marketing trends together with big data trends (or what marketers can explore further).


Alvomedia is a results driven inbound marketing service in London that combines data analytics with content to optimize your online presence. Contact us at for a consultation today.

Social media marketing myths in 2017

The Biggest Social Media Marketing Myths In 2018

Myths About Social Media Marketing In 2018

There cannot be any doubts as to the pervasiveness or presence of social media networks in the daily life of an individual today. That is why it is unsurprising for businesses to use social media marketing strategies to garner the attention of customers and convert them into leads. Nonetheless, there are quite a few social media marketing myths that would hinder anyone from pursuing this method of digital marketing.

Social media marketing myth 1: you can be complacent and lazy

Establishment of a profile in a social media network is only the first step to social media marketing. Simply creating it will never be enough. You need to spend time and effort to get people to notice your profile and interact with your business customers through it in order to make social networks an effective marketing tool for your business. Sales and leads will come much later.

Social media marketing myth 2: you don’t have to invest a lot of time

It is a fact that social media requires you to invest a considerable amount of time in order to make your business successful through it. However, the time spent will always be fruitful. After all, the effects of marketing through social media will last for a longer time as you build up a loyal customer base. You will be creating or improving your brand. The benefits of this marketing medium are worth the extensive amount of time that you invest in it.

Social media marketing myth 3: no one has the time for it

It may seem that a considerable amount of effort needs to be put in so that the social networks can be good marketing tools for your business. It does require a lot of effort but that is only at the beginning as you are trying to grasp the basics. Once you become a master of even a few networks, you will find that maintaining your social media profiles and marketing strategies becomes easier. At the same time, you can make use of the various tools available online to reduce the effort you need to put in. Alternatively, you can hire a social media management agency to take care of most of the repetitive activities.

Social media marketing myth 4: older customers shun social media

When social media networks first began to gain mainstream popularity, the number of older people was certainly lower. Be that as it may, it is no longer the case. In fact, according to statistics, the number of such people is rising and the majority of them are also quite active. In other words, you will certainly find a significant number of older customers waiting for you in the world of social media. By avoiding social media, you will be losing out on a lot of potential customers.

Social media marketing myth 5: viral equals success

It is easy to attract customers when one of your marketing campaigns go viral where people begin to share the content without you even asking to do so. There are many companies who invest a significant amount of money to try and create a piece of content which can go viral. However, this is not the only way to become successful at marketing with social media. Your aim should be to ensure that you keep getting a steady flow of visitors and sales through the marketing campaign. This will ensure the steady growth of your clientele and customer base as well.

Social media marketing myth 6: people don’t have time for content

It is often thought by marketers that people are not interested in reading content on social media networks. However, people do read it and content can influence their purchase decisions as suggested by research. Customers can engage with your brand through the content that you have posted on social networks.

Be that as it may, it is important to find out what types of content will be preferred by your customers. Typically, multimedia content such as images can increase the engagement rates more than just text. You need to formulate the strategy based on the preferred content.

Social media marketing myth 7: you have to join every social platform

The number of social media networks has increased rapidly over the last few years. However, you do not need to use all the available networks for your marketing campaign. Such a campaign will be very difficult to maintain. At the same time, it will be a waste of time and resources. Instead of using all networks, you need to find out which of them are being used by your customers. Any social network that has a high number of prospective customers will be one worth creating a profile in. Of course, you need to create profiles in some of the more popular ones such as Twitter, Facebook and LinkedIn as your customers are bound to be using them.

It has become rather necessary for businesses to use social media marketing in order to remain competitive. However, unless you get rid of the myths and misconceptions it will be difficult for you to gain any significant advantage.

Alvomedia London digital marketing agency employs social, content and search engine marketing to maximize your marketing spend. Contact us today to see how we can help your business grow.

What are the biggest myths about content marketing?

Myths About Content Marketing In 2018

Common Misconceptions About Content Marketing In 2018

Content has become one of the most important components of a successful digital marketing campaign. It has certainly become popular amongst marketers due to its effectiveness. Be that as it may, its popularity has also caused a number of misconceptions to rise about it. There are so many myths about content marketing circulating around that finding the right approach to creating content can be a challenge. You need to separate fact from fiction if you wish to make the best use of content marketing.


Myth 1: Content must bring in results immediately


Content is certainly capable of bringing in new targeted customers to your website for sales. However, it is not possible to see an immediate rise in your sales just by publishing a piece of content. There are various aspects to marketing with content. An effective marketing strategy needs to be developed to ensure that your efforts are effective. The content needs to be created accordingly and promoted. Later, the results of the campaign have to be measured so as to modify the next campaign for better results. In other words, you need to give time to the campaign to start seeing results.


Myth 2: Content marketing can be fully automated


There are many marketers who believe that it is possible to run a successful content marketing campaign by automating everything. While it is possible to automate a few tasks such the publishing of the posts, it is not possible to automate the entire marketing campaign. After all, there are various aspects to marketing, some of which cannot be automated. Modification of the content to suit the sensibilities of your readers, for example, cannot be automated. If you do automate the entire process, you will be reducing the effectiveness of the campaign significantly.

Myth 3: Content marketing just means blogging


It is important to maintain blogs with high quality content and the blogs should be updated on a regular basis as they are vital to marketing with content. Be that as it may, content marketing involves more than just a good blog. There are many other kinds of content that are a part of this kind of marketing. You should select the best ones for your business based on research. Infographics, ebooks, whitepapers, case studies, videos and newsletters are possible options you can use.


Myth 4: Content must be viral to be successful


While a viral piece of content is beneficial, it is not possible for all your content to become viral. It is impossible to even plan content in such a way. It is not necessary either. The aim of your marketing campaign should be to reach the right audience and interest them. You should avoid worrying about creating viral content.


Myth 5: Quantity in content marketing matters


It is certainly important to keep creating new pieces of content to keep your marketing campaign running. However, this is not the sole activity of the campaign. You need to ensure the quality of the content and keep track of the engagement and responses of the audience. Simply creating new pieces of content will never be enough.


Myth 6: Promoting content is pointless because quality is all that matters


Simply producing more content will never be enough to increase the reach of your marketing strategy. Instead, you need to concentrate on the distribution channels. By distributing the content more efficiently and effectively, you will be able to increase the reach. In fact, it is possible to increase the reach while reducing the creation of new content as long as there is a proper plan for distribution.


Myth 7: Quality content cannot be created daily


Some marketers will tell you that it is not possible to create high quality pieces of content on a regular basis. However, that is untrue. There will be many aspects about your brand and business that can be used for creating content. It is not too difficult to find interesting topics and viewpoints for creating new content. You can conduct conversations with your customers and business members to find new topics to write about.

You can offer solutions, case studies and a variety of other types of content so as to keep the marketing campaign fresh. You can find various methods to keep developing new content. It is possible to hire a content marketing agency to create new and interesting pieces of content.


Myth 8: Content is only good used once


It is easy to believe that once, you produce a piece of content and ensure that it gets distributed and promoted through the appropriate channels; it will be the end of it. However, the fact is that you can still repurpose the content and use it again. Some blogs can be converted to infographics. Alternatively, you can take content about a single topic and create an eBook out of it. You can even share the earlier pieces of content so that the new customers can read it as long as the content is not too old.

As long as you believe the myths about content marketing, your business will not be able to make the best use of content marketing campaigns. Alternatively, you may feel that such campaigns are a waste from time which is completely untrue.

Alvomedia London inbound marketing agency provides a full suite of online marketing services to improve your business’ presence and revenue online. Contact us today for a quote and consultation. 

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.

Tips to creating SEO friendly content

Tips To Create SEO Friendly Content In 2018

Ranking Your Content In 2018

Content developed around your keyword research is integral to SEO marketing success in 2018. Why is this? Search engines returns search queries results that are the most relevant to search engine users. Since semantic relevance is a factor of SEO success, your content has to be relevant for your target search engine users.  Furthermore, it has to be high quality content that exceeds what your competitors in the same industry are creating. If they create content that skims the surface of a topic, you have to create SEO friendly content that shows a greater depth of research and is far more engaging.

Sounds simple? Creating SEO friendly content is perhaps one of the most enjoyable yet time consuming tasks for a website owner. You can go down two routes for creating SEO marketing content: the first route is to really invest in your own time and effort into content creation. Initially, this is what many cash strapped business owners had to do. They just don’t have the cash to pay content creators. Another reason why you might want to create content yourself is the degree of control you have over the owned content. After all, you know your business and your audience the best. A second route is to hire a whitehat SEO agency that can help you create an authority site with lots of relevant content. Again, you need the weigh the advantages of outsourced content creation against the loss of control and SEO costs.


How To Do SEO Friendly Content


Here are some of the best tips for SEO friendly writing if you decide to do it yourself (or to check that your outsourced SEO copywriters are doing it right.)


1.Plan engaging, relevant content for SEO


After doing keyword research (Ubersuggest and Google Keyword Planner are great tools, especially the keyword suggestions feature), find popular and up to date topics to write about. You can see which content are shared the most on BuzzSumo and what the social media sentiments are by using a hashtag search. Other resources to use are publishers sites within your industry, YouTube search (sort by most viewed) and industry forums like sub-Reddit. Use your keyword in your title and start sketching things out.


2.Use flow in your SEO content


You can have different articles using the exact same keywords and topics and one of them will give more satisfaction to readers. How does the content flow? Does it reach a satisfying conclusion without trying too hard/making readers concentrate too much? Context matters and you have to know your readers. For instance, most readers skim read and only digest the title, first paragraph and conclusion. How are you going to sustain their interest and keep bounce rates low? Adding images, videos and quotes to break up the text could improve your engagement rates.


3.Optimize your content with semantics


When Google spiders crawl your pages, they are stripping away the words to find the real meaning of your content. This is where keyword groups come into play. SEO friendly websites contain groups of keywords that are related to each other and creates a tightly knit network of relevant terms. For example, a page of content about ‘organic cotton duvet covers,’ can contain related keywords such as

  • Organic cotton bedsheets
  • Unbleached organic cotton
  • Suitable for babies

What this tells Google spiders is that your content describes natural, unbleached, organic, baby friendly bedsheets.


4.Install a SEO plugin on your website


When you don’t have SEO experts at your beck and call, you need a SEO tool. SEO plugins such as Yoast SEO can reduce the SEO errors on your content. It will remind you to create a SEO friendly title, meta description, page URL, optimal keyword density, image with alt descriptions within your content and the best Flesch Kincaid score for your readers. No SEO tool can guarantee that your content will start ranking highly for your target keywords but it will help you avoid some common on-site SEO hiccups.


5.Go spy on your competitor’s content


Decide who your competitors are and spy on what content they are publishing. True competitors target the same demographics, within the same location, gender, age range, income group and interests. These are the competitors you need to watch out for on social media and SEO competitor analysis. Spyfu and SEMRush are great tools to see what competitor content is attracting high DA website backlinks and their anchor texts. Then you have to reverse engineer your search engine optimized content.


6.Avoid spin tools for authority SEO sites


Before you get all excited about artificially intelligent spin tools, let me tell you that spinning articles to reach the level of flow, tone and word nuance found on high authority websites is too much hassle. It costs just as much as a professional SEO copywriter who can probably write the same quality of content in half the time. Spun articles look spun and drags down the quality of your website. If you are creating a high quality website with evergreen content that other websites can link to, spin tools should be avoided.


7.Internal links for context


You can encourage other websites to link to your content externally through email outreach, social media networking and guest blogging. On your own site, you should create an internal linking structure that tells search engines how each piece of content relates to another. For instance, if you have an existing page that is related to another, you can link them using anchor texts. This helps your readers discover more content and for your content to have more contextual merit.


What ecommerce mistakes should you avoid in 2017?

Ecommerce Mistakes To Avoid In 2018

Ecommerce Mistakes Affecting Your Website

With an estimated global revenue of $22 trillion, the ecommerce industry is thriving. Consumers are buying things online through ecommerce stores and most websites are now optimized for mobile device users (51.2% of consumers make purchases through a responsive, mobile optimized website). Ecommerce giants such as Amazon, Rakuten, eBay and Tao Bao lead the way in improving the choice, value and convenience of online purchases. Consumers do not need to venture beyond their front door. Even smaller ecommerce stores provide value in great customer service and fast delivery.

The first place that customers visit is the ecommerce website. It is no surprise, then, that big ecommerce companies invest a lot of time and money on the structure, performance and content of their websites. Research by KissMetrics shows that 40% of consumers abandon a website if it takes more than 3 seconds to load. In fact, 52% of consumers cite loading speed as a reason for staying loyal. Bad ecommerce websites don’t just deter the website visitor; they deter the friends of that website visitor (44% of consumers will tell friends about a bad ecommerce website experience).

Designing an ecommerce website for optimal conversions is no easy task. There are many aspects to consider, from design UX to technical SEO and getting the content right. UX, or user experience, requires conversion optimized features within the website. Getting the UX design and content right makes all the difference between a visitor abandoning your ecommerce website and making a purchase. When avoidable ecommerce website design mistakes impact on your bottom line, you really need to take action. What are some of the biggest website design mistakes to avoid?

Not using a flat design in your ecommerce website

Customers don’t care how stylish your website looks as long as they can find and buy something quickly with the least stress. Flat design means simple user interfaces and faster website performance. Your customer can load the webpages quicker and check out before they change their minds.

Not having a mobile friendly ecommerce website

When Google rolled out the algorithm changes for mobile friendly websites, they weren’t just trying to make every website owner’s life difficult. They were responding to the needs of consumers who prefer mobile devices to laptops for internet browsing. Your customers are more than likely to own a smartphone and mobile shopping is becoming the norm. In fact, in 2016, purchases through a mobile device surpassed $1 billion in Black Friday sales. Responsive, finger friendly interfaces and well designed mobile friendly websites are a must.

Compromise conversion rate for style

The main function of an ecommerce website is to convert website visitors: all aspects of website performance, UX and SEO have to be aligned to this goal. Ecommerce websites wants to stand out with a unique look but make sure that it does not slow down the pages, increase bounce rates and cause confusion for your customers when trying to complete a purchase.  A common ecommerce website design mistake is to prioritize style over the conversion rate of the website.

Not including videos in your ecommerce website

Videos are highly engaging and shareable content; ecommerce websites with videos are informative and attention grabbing. Content marketing is moving towards rich media content-and you can utilize video content for the benefit of your website visitors. Tutorial videos and product demonstrations make great video content for product based businesses.

Using bad quality images

Large, clear images that visitors are able to zoom in on (with higher resolutions), are ideal for ecommerce stores. Prospective customers can make better informed decisions after seeing highly detailed pictures.

Not thinking about SEO in the design process

When hiring website designers for your ecommerce store, let them work closely with your SEO team. In the design process of your ecommerce website, SEO is important for optimized site structure. You want your UX designer to know what SEO will be implemented, and vice versa. 

How to earn more links with your content

How To Earn More Links With Your Content

Content For More Links Building

Content can earn links; this improves your online visibility and conversions in the long run. There are many things written about link building but the crux of it is content worth reading and sharing. High quality links can only be earned if the content deserves it. Important websites will only associate with content that is useful and valuable for their audience-this is why publications such as The Harvard Business Review, Wall Street Journal and New York Times are harder to earn links from. Do you want high quality links from well known publications in your niche? Then you need to improve the quality of your written content.


Why low quality links hurt your ranking


Low quality links, such as the ones from mass directory sites, spammy blog roll sites and poor quality guest blogs will cost you your time and reputation. They signal to Google that your website has associations with other poor quality websites. Think about it, would an authoritative, trustworthy website be linked to spammy, low quality websites? To maintain your online reputation and long term visibility, you need to disavow harmful links.


Why shares are not links


Shares are very common in social media marketing but they are different from link building. Social media links can drive traffic to your website and give you brand exposure, but they are not links recognized by Google. High quality links can improve your organic SEO; they signal that your website is worthy of being linked to. The context of social media sharing is completely different from link building. Social media shares are sometimes reciprocal and vanity metrics. You do not even need great content to get reshared. The gold standard of sharing content is to earn links from relevant and authoritative websites. 


Setting link baits


Link baiting is a surefire way to get your content noticed. If your content is useful, promoted well and easily accessible then it can be used as link bait. Link baits that ask for consumer information in exchange for content does not work so well. Unless you create the illusion of not asking for anything from readers, link bait should be ungated.

Well researched long form content for earning links


According to BuzzSumo and Moz, long form content backed by thorough research earns the greatest number of links from authoritative websites. In addition to the research and 2250-2500 words content, the most link worthy content also expressed different opinions and and were promoted on social media. This may seem easy in theory, but only 25% of content get links. That means 75% of content published are not link worthy and a waste of marketing resources.

Another link worthy form of content is the listicle. The list content is satisfactory for readers because they provide a solution to common problems. Content such as ’10 ways to recycle your old clothes,’ and, ‘100 ways to use baking soda,’ are popular because they appeal to the human psychology of wanting to know. The list form is also easier to digest.

Spend more time on link earning


Now that you know the most link worthy content and what efforts they entail, it is time to invest in good quality content. This can be outsourced to experienced writers or planned in advance so you can promote it in good time. You need to know where to promote it and who to promote it to. Half of successful link earning requires active promotion. You should be reaching out to influencers, paying for social ads, reformatting your content and retargeting.

Another point to remember is to trim your content but not the information. What this means is eliminating any content that does not add value. Long form content in excess of 2000 words are not waffling if they present detailed research and valuable insights.

Alvomedia London inbound marketing agency helps clients with traffic and conversions for their website. Contact us for a marketing audit today.