Managing a blog can be a time-consuming initiative with little-to-no rewards if you cannot handle it efficiently. Sure, publishing new content is rather easy (heck, I do it from time to time, in case you haven’t noticed), but have you ever heard of the saying “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Well, the same applies to blogs hosted around the web. Considering there are upwards of 350 million blogs on Tumblr alone, chances are that your blog will receive very little traffic competing against some of the digital behemoths online. However, there are specific tactics you can utilize to increase traffic to your blog.
For the uninitiated, dabbling in the dark art of SEO, better known as Search Engine Optimization, can be a daunting and intimidating task. If you’re unsure of how to navigate the digital realm, don’t let hubris be your downfall and attempt to implement tactics that will only result in search engines rejecting your website. If the words “search engine optimization” seem like sorcery to you, it’s better to hand the keys to your site to digital marketing professionals and agencies. However, if you’re on a limited budget, this guide can be a handy resource on what NOT to do – I’ll keep what you SHOULD do for another time. 😉
Not Developing a Keyword Strategy
Believe it or not, the whole point of search engine optimization is to be found. If you end up building a new website or have one made for you without thinking about how your target audience is going to come across your site naturally via search engines, then you may want to consider having your business owner card revoked. Ouf – I’m sorry, that’s a little harsh, but if you’re going to invest your own money into marketing your business, you need to do it correctly and not screw up during your first at-bat (a baseball reference, btw).
Earlier this year, Google introduced booking buttons to local search results for a small set of advertisers. Google has now opened the feature up to more businesses within the Google My Business dashboard. However, the feature is not global and only accessible for businesses that have an account with one of Google’s supported scheduling partners.
If you’re one of the fortunate businesses that have access to this brand new feature, here’s how you can get set up quickly:
- Step 1: Login to your Google My Business dashboard and look for the “Sign up for Bookings” button.
- Step 2: Choose your booking provider. Some of the booking partners include SetMore, Genbook, and Shore.
- Step 3: Track your bookings. The Google My Business dashboard will provide a detailed summary of all booking data.
And that’s it! The integration is rather simple and can help businesses further digitize their marketing efforts when it comes to generating new leads and clients. Unfortunately, access is not global and the booking feature is currently restricted to a set of businesses within the United States. Of course, it shouldn’t take Google too long to roll this out across the globe, especially if the booking button leads to more revenue generation for local businesses.
Google Posts, a content publishing feature teased by Google earlier this year, is currently being rolled out to all Google My Business users. While Google+ was widely unpopular and faded away not too long ago, Google Posts has a lot of potential for local businesses when it comes to engaging users and generating leads.
It’s been a while since I have contributed to this blog, so I thought this would be the best way to break the ice.
Understandably, companies get excited this time of year because consumers with disposable income (and those without, unoftuantely) splurge like crazy both online and in retail stores. In fact, what used to be just a day-long event has now transformed into a week-long spending craze, starting the Monday before Thanksgiving and ending on Cyber Monday the following week. The image below is a screenshot from an email a friend of mine received this morning. As you can see, Iberostar shows their excitement about the upcoming shopping craze by advertising what they call the “Blackest” deals……wait, what??
That’s right, folks. The “BLACKEST” deals are here – and they even call it the “BLACK SALE”. Either something was lost in translation, or their marketing team really thought this was a good idea.
Stay tuned for more Black Friday marketing mishaps as this week progresses.
Influencer marketing is becoming a more effective digital tactic for brands to generate exposure among targeted niche audiences. A perfectly executed outreach campaign can provide a myriad of benefits for businesses, such as increased brand awareness, positive brand mentions, and potentially lucrative relationships with new advertising partners. Unfortunately for small and medium sized businesses, reaching out to social media influencers and content publishers can be an arduous endeavor. More often than not, though, bloggers will quickly discard advertising-based emails from unknown senders, especially when the content is geared for impersonal mass mailing. However, there is no need to fret: breaking through the barriers of communication is possible, especially when you personalize your pitches and tailor them to the individual bloggers you contact. Below are some important tips to keep in mind when managing your outreach campaigns.
1. Research the Influencer Continue reading
There’s no doubting it: mobile will overtake desktop soon enough.
Every day, digital users access their favourite websites, emails, and social media profiles on all types of mobile devices. This presents a multitude of opportunities for businesses to leverage mobile marketing to increase brand awareness, generate leads, and increase revenue generation. An infographic prepared by Text Market illustrates seven reasons why going mobile is a necessity for brands. They are:
- Users will not leave home without mobile devices.
- Messages on mobile devices will get read.
- Mobile is more personal than desktop.
- Smartphones and tablets provide new channels for communication.
- It’s cost effective.
- Access to the Internet is increasing at a rapid rate on mobile platforms.
- Mobile is set to surpass other platforms such as TV.
Digital media allows web users to share information, network with colleagues, and collaborate on projects online. However, any action taken online can either be indexed by Google or cemented on the web forever. In the case that negative information or content becomes viral, that can prove to be disastrous for managing your brand’s reputation online.
Luckily there are measures you can take to control the branded content web users can view on the Internet. Being proactive and protecting your brand’s reputation can provide you with the following benefits:
- Cement yourself as an influencer and/or expert within your vertical.
- Create new business opportunities for revenue generation.
- Open channels for networking with fellow colleagues and potential customers in your networks.
- Dominate search engines for you brand name and related search terms.
- Increase overall brand awareness and recognition.
Within the online marketing environment, there are a number of ways to generate brand awareness, web traffic, and a positive return on investment. A recent infographic prepared by Conductor compares the four most popular online marketing tactics: search engine optimization, social media marketing, email, and pay per click advertising. The pertinent results of the research includes the following:
- Organic search is still the most effective channel for generating both overall and targeted web traffic. Social media unfortunately produces the highest bounce rates.
- In terms of customer generation, organic search and social media marketing drive in the most B2B conversions, whereas organic search is the most productive B2C channel.
- Email marketing generates the most qualified leads for B2B marketers, just edging out organic search and more than doubling both pay per click advertising and social media.
Email marketing is a growing tactic in the online environment because it helps complement social media activities and allows businesses to strategically remarket to users. However, there is a continuous debate with regards to the optimal times to deploy email campaigns. Conventional wisdom and experience on behalf of advertisers is Wednesday or Thursday afternoon. However, according to statistics compiled in an infographic below, the best reactions may happen several days after initial email deployment:
- 21% of transactions happen within two days of receiving an email.
- 32% of purchases take place two week after the initial reception of an email.