Many companies have the assumption that because they have a website, they automatically have a digital presence and it should be driving leads. The mindset is that a website was once created….there it is… we have a URL, we’re done.
First and foremost, you should have a website AND it MUST BE RESPONSIVE (essential for SEO). Your website is your brand, your company, your organization’s digital face. A static website that simply reads as a brochure might as well be just that… a brochure. Your website should be used as a sales tool and be at the center of your marketing strategy.
A smart website not only allows users to interact and engage with your brand but works to convert those users.
Whether it means….
utilizing paid ads that drive traffic to targeted landing pages…
being active on your blog and using it as resource center to provide credible information to your users…(this also a key factor for SEO)
doing a social media campaign that you can integrate with your website….
using the site as a recruiting tool for partners or new hires…
simply giving users place to opt-in or subscribe to your newsletter…
Or all of the above – your website needs to be more than text on a page with a phone number. The key to a successful website is conversion. Driving traffic to your website and getting eyes on your brand is important, but your website should guide them to take an action. There should be a purpose to your website. After all, to most it is their first impression of your company. Your website should be ever evolving and growing like your brand.
So don’t leave your website high and dry! Make sure it is at the center of your marketing strategy to drive traffic and convert users.
5 AdWords Tips We’ve Learned From (Wo)Mans Best Friend.
1 . Give it attention and some good ol’ fashion TLC.
As with your four legged best friend, your AdWords campaigns want you to engage with them. You need to get into the routine of monitoring your campaigns daily. Looking at what campaigns are getting high traffic, what keywords are getting you results or trending, keyword planning for tweaking current or new campaigns, the inclusion of different ad types, your bid strategy, and of course your daily budget and your maximum cost per click.
2. When it’s trying to tell you something, listen.
Adwords will suggest opportunities within your campaigns as well as alert you if something isn’t right. Make sure you pay attention to these. this could be the difference of hundreds of thousands of impressions and eyes on your brand! It will also let you know when your account is running low and which campaigns are in jeopardy. Bottom line, when Adwords is trying to get your attention, its for your best interest.
3. Getting positive results comes from trial & error.
With both current and new campaigns, you’ll figure it out as you go. Some strategies will work, others will not. And with that….
4. Be patient.
AdWords wants to help you grow. It may happen over night, but that’s not always the case. AdWords is wonderful for brand awareness as well as promoting a specific promotion, deal, or event that you want to blast out. Your ads may not get the top spot right away or may not be converting as you planned. What’s the solution? See #1 -#3.
5. You CAN teach an old dog new tricks.
It’s all about your strategy! Do you have a smart AdWords strategy in place to make you successful? Do you have new and exciting ideas? Are you creative in your approach? Do you know what has proven to work for you? Once a strategy sticks, run with it! But that doesn’t mean you can’t try new tactics.
Ahhh, social media. Regardless of your industry, social media is an important platform to utilize so you can take full advantage of its benefits. Integrating social media into your comprehensive marketing strategy is more important than ever before. In regards to search engines and how users are searching today, how does social play a role? Let’s look at:
- How social platforms help your website rank better
- Social platforms will also rank in search engines
- Social channels have become search engines as well
Social platforms help your website rank better.
Having a social media presence affects your brand reputation and search engine rankings. Social is a valuable channel for promotion, content, distribution, and sharing.
SEO (search engine optimization), social media, and content marketing find themselves knit very closely. These three factors help drive website traffic through valuable content. Google wants the best, most relevant content to rank high. This is in part due to the changes to Google algorithms, which now factor social signals and brand signals as an indicator in search rankings.
A successful campaign develops a content marketing strategy around your goals and utilizes each social channel properly for distribution and engagement. This will rank your site higher and ensure it is found organically for the relevant topic or keywords
Heres a 30,000ft view of how social impacts SEO:
- Publish creative, inspiring, informative content
- Content is then shared on social platforms linking back to your site
- Those social channels collect followers, while the site gains traffic
- Community and brand awareness grow around the brand
- Consistent interactions made through social media reinforce brand reputation
- Search engines index website and the content you publish
- Users find website organically through search engines
Social platforms will also rank in search engines.
Social media profiles influence the content of your search results. In fact, social media profiles are often among the top results in search listings for brand names along with the website itself.
Social channels have become search engines as well.
Companies should expand their concept of SEO to include not just the traditional search engines, but also social search engines. People don’t just go to Google to search for information, they also use social media channels to find what they’re looking for. Social networks themselves function as powerful and widely-used search engines in their own right.
“We need to understand that search engine optimization includes the search that happens on social media search engines.” – Neil Patel, Co-Founder Crazy Egg
Fun facts that demonstrate just how much people are using social media to search:
- As of 2010, Twitter handles 19 billion search queries a month (that’s more than 5x the queries handled by Bing!).
- In 2012 Facebook said it got around one billion search queries per day.
- As of March 2010, YouTube got roughly 3.7 billion search queries a month. Also, 100 hours of video are uploaded to YouTube every minute, making it one of the largest content repositories on the web.
- As of 2015, the number of Twitter search engine inquires per day was 2.1 billion.
- As of 2016, Facebook sees over 2 billion searches per day.
- This compared to Google’s 3.5 billion searches per day.