Monthly Archives: December 2017
BY SATBIR SINGH
Did you know that 50 percent of consumers who conduct a local search visit that location within one day? According to Google, phrases such as “near me,” “closest,” and “nearby” are becoming more popular among the billions of searches on Google each month. As a result, it’s crucial for businesses to optimize their websites properly for local audiences. Here are a few simple tips to help ensure local consumers find your business.
USE AN SEO-FRIENDLY CONTENT MANAGEMENT SYSTEM
First and foremost, using a search engine-friendly content management system (CMS) is crucial to your Internet presence and can have a direct impact on your performance. There are many elements that go into creating a good CMS, such as the URL structure, content headings, meta descriptions, and much more. Review your CMS and determine how it’s affecting your performance.
TARGET LOCAL AUDIENCES
When it comes to link building techniques, you want to target your local audience. After all, according to Google, consumers act very quickly after their local search. Therefore, if they find your business online, they’re more likely to visit your physical store or office. You’ll want to find a high-quality local website to submit guest posts to. You may need to do extensive research to find the best local websites with high-quality traffic, but it will prove to be worth it for your sales. To get started, find a list of sites that cover the same topics as you; one useful site to try is SimilarSiteSearch.com. Once you find sites similar to yours, connect with the site owners and see if they’ll be willing to post your content.
Another way to reach local audiences is through social media sites. By having a profile on Facebook, Twitter, Google Plus, Pinterest, and other social platforms, you’re creating more opportunities for clicks and traffic to your website because social media occupies valuable space on search engines. Also, when you develop a social media audience, you can target them directly with new products, sales, or other advertisements.
Know the Importance of Google Maps
According to Google, 88 percent of users search for local businesses on their smartphones. When searching for your business, there are a few key items that a potential customer might want to know like: your address, phone number, and hours of operation. These can all be found on your Google Maps listing. Among those who search using their smartphone, 54 percent look for business hours, 53 percent look for directions, and 50 percent search for the local store address. So, if you haven’t created your local business listing on Google yet, now is the time to do so.
FIND AND RECLAIM LINKS
There could be many mentions of your site on the Internet, but if it doesn’t link back to your site, it’s not doing you much good. An important task, that can at times be a little tedious, is to find these mentions and ask if they’ll link back to you. Fortunately, there are link reclamation tools such as RankTank to help make things easier. Once you find out that a mention does not link back to you, consider whether it’s important to your SEO. If so, contact the webmaster of the site and ask if they’d be willing to make the change.
BUILD A RAPPORT WITH LOCAL INFLUENCERS
What better way to target your local audience than by having other businesses in your area link to your site? However, it works both ways. It’s important to build a good rapport by also linking to their sites. This can help you become a valuable resource for businesses in your local area. It’s that simple.
It’s no secret that local searches are increasing among the billions of searches on Google every day. That is why local search engine optimization techniques are crucial to your business. Following a few simple tips can help increase your sales, and that includes having a social media presence. Reaching out to your local audience on sites like Facebook and Twitter can also help increase your search engine visibility.
Keep in mind that everything you do for your website matters, which is why you want to do it right.
From upwork.com, undated
Written by: Action Digital
Every business wants to win back the website visitors who didn’t convert from the first time. Retargeting, or remarketing as it is also known, is one way that companies can re-attract bounced traffic after it leaves their site. So, what is retargeting and why is it important? Retargeting is a very precise type of online advertising that specifically targets visitors who have clicked away from a website before converting. The tool manages this by using cookie-based technology to follow and stay in front of previous site visitors. Why is retargeting important?
Retargeting can act as a digital reminder to potential clients of their desire to purchase from your site, hopefully encouraging them to come back to seal the deal.
Retargeting can be a great way to raise brand awareness in the digital marketplace, keeping your company at the forefront of consumers’ minds.
Retargeting allows you to focus your advertising spend on clients you know already have some degree of interest. This means a much better ROI.
Retargeting works well in conjunction with an overall marketing strategy that includes AdWords, content marketing, and targeted display.
Retargeting has evolved to include many new and sophisticated options; it can now filter, modify and personalize its performance to tailor make each ad depending on the visitors surfing behaviors.
There are different ways that companies can use retargeting and like many advertising tools, it has its risks and pitfalls. But don’t worry, Action Digital’s team of experts can help you with all your retargeting needs, so get in touch with us today to start targeting those non-converting visitors now.
From actiondigitalagency.com, November 3, 2015
Somewhat ironically, the term “reputation management” doesn’t have the greatest reputation. Many brands and business owners associate “reputation management” with “crisis management” aka it’s not something they think about until there’s already a problem.
The reputation management industry has long reinforced these negative habits of thought, stoking fear that our brands will be hobbled, and our businesses shuttered by bad press or scathing reviews. As brands and business owners, we’re made to feel desperate, whip-sawed by forces beyond our control. And rep management providers swoop in to sell desperate solutions to desperate buyers.
We don’t have to go too deep into a Google search of “reputation management,” for example, to find ourselves rubbing elbows with shady outfits peddling black-hat SEO tactics, offering to buy five-star reviews from workers in the Philippines, proposing to suppress legitimate content with fake content, legal action, etc.
But in a world where consumers have immediate and total access to information at their fingertips, there’s a sea change afoot in how we think about our reputations, both personally and professionally.
Reputation, consisting of mentions, comments, recommendations and reviews across a buzzing, shape-shifting universe of online publishers and apps isn’t a problem center but a value center for brands and businesses. Our online reputations are our key differentiator in the marketplace, whether we’re selling doodads in Dallas or applying for a job in Jersey.
Increasingly, brands and business owners recognize this fact: every day, our reputations are bringing opportunities to our doors or diverting them to our competitors.
In today’s environment, it’s no longer sufficient to think about reputation management like we think about crisis management. We need to think about our reputations as a constant, competitive advantage; a driver of growth and prosperity; and a strategic asset. We need to think about reputation marketing.
The Shift From Management To Marketing: Focus On The Highest Impact
What happens when you start thinking about your reputation the way you think about your marketing? Well, the first issue you confront is that as a marketing channel, reputation is an odd one. It’s not like any other. A brand’s or business’s reputation relies entirely on what others say (or don’t say) about it. The “voice of the customer” is not something you can buy or control or will into existence.
This concept is not new. For decades, marketers have tried to leverage customer “word of mouth” with mixed success. What is new, though, is the prevalence and power of word of mouth in the digital age: it is now amplified a hundred-fold.
We know, we know: you’ve heard this one before, right? “You’ve gotta be on social media! You’ve gotta be on the first page of Google!” But this phenomenon goes beyond social media or even search engines and SEO. Online review sites like Google, Yelp, Amazon, TripAdvisor, Angie’s List, etc. have become beacons for consumers seeking to discover and evaluate companies, products and services. And, for better or worse, consumers trust what other consumers like themselves have to say more than they trust you, your ad writers or even the experts.
Online reviews therefore have insane influence over consumers’ beliefs and behavior. Reviews determine not just whether a brand or business is visible in search engines and social media, but how people perceive it and whether or not they would buy from it.
So, if you want to start somewhere with reputation marketing, start with customer reviews: that’s where you’ll see immediately the power of devoting some attention to this channel.
Okay, But What Do I Do? What Does Reputation Marketing Look Like?
Customer reviews are perhaps the most potent medium for building and displaying a brand’s or business’s reputation, so we’ll focus our examples there. But the following three concepts apply equally well to other venues for the reputation-building, like social media mentions, online forums and traditional press.
Monitoring: Know What Your Customers Are Saying
Keeping your finger on the pulse of customer reviews can be a challenge, especially when your brand or business footprint stretches across dozens of online review sites. For small businesses with minimal marketing budgets, monitoring online reviews can be a strenuous manual process.
But given the stakes of the game, marketers and business owners absolutely must know what’s being said about their business in online reviews. Why? Because those reviews are being voraciously consumed by potential customers at the very moment of their highest purchase intent, directly alongside reviews of your competitors.
If you think it doesn’t matter what a prospective customer encounters on these review sites, or that you have “plenty of happy customers” out there putting in a good word for you elsewhere, or you just don’t want to hear another word about the power customers have over your business, we get it. But you might as well stop reading now. This article is for pragmatists.
Technically, you can monitor reviews by simple habit, by claiming your listings and relying on alerts from those review site publishers that send them, or by using an automated solution that gives you a centralized “command center” for reviews.
The point is: monitor them. Monitoring ensures that we can maximize every opportunity that this potent medium gives us to influence our prospective customers. For example, if a disgruntled customer posts a negative review with a blanket complaint of the “terrible service” they received, we wouldn’t want it dangling out there in public too long with no response, would we?
Instead, we’d want to chime in and maybe acknowledge the problem, say that we’re sorry and will strive to improve. Oh, and what would you recommend to make your next transaction a better one? In a majority of cases, engaging an unhappy customer in constructive feedback not only turns that customer’s opinion around, it shows onlookers how much we care about getting it right. And a small exchange begins to build trust that simply cannot be built in any other way. True, it’s just plain old-fashioned customer service, but now that exchange lives for posterity in front an extremely important present and future audience.
Acquisition: Get More Reviews
Getting positive online reviews is a challenge for every business. Ideally, we’d have passionate and engaged customers who would sing our praises without our prompting. But reality is, well, reality — it sometimes stands in our way.
Ask happy customers why they didn’t write a review of a business that deserved one and they’ll tell you: They didn’t think to do so, or they forgot to do so, or they just found the process too difficult.
Each of these objections suggests an obvious counter-tactic: simply ask, remind and guide customers through the review process. In fact, these three things alone can be surprisingly effective as a review acquisition strategy in a “no duh” kind of way. Try them and you’ll wonder why you haven’t been doing them all along.
Still, implementing these tactics is not necessarily easy given everything else we have to do as marketers and business owners. And there’s more to it: Brands and businesses must still earn their reviews in the first place.
So, while we know that many popular solutions automate review acquisition tactics give you a “review funnel” system to automate review acquisition tactics, an automated solution on its own is not sufficient. The brand or business still must do the heavy lifting. The brand or business still must provide a great product or service. Any customer who isn’t an aspiring pundit really needs to feel well-served, even “delighted,” and perhaps a personal connection to the business if she is going to be motivated to write something publicly about her experience.
A genuine, personal and well-timed request for a review from someone who has developed a strong relationship with the customer is therefore still the single-most effective trigger for acquiring new reviews. But to be successful, it requires follow-through: be clear and non-sleazy about exactly what you’re asking for and where; make it as easy as possible for the customer to complete the task; and send reminders.
Amplification: Use Your Reviews In Your Sales and Marketing Funnels
While online review sites provide an important vector through which customers discover and evaluate a brand or business, “social proof” is the broader force at work here. Why should consumers choose our product or service over a competitor’s? Because it’s better. And how do they know that it’s better? Because a strong social signal confirms that it is better.
Well, we can amplify that signal.
You might think that testimonials do the job. But these days, consumers are too savvy. Unless you have a top influencer giving them, testimonials seem “fake” to discerning consumers. We’ve all seen it before. A glowing but vacuous comment, sometimes attributed to a company, sometimes to a specific individual. Without substance, we assume that the typical testimonial is likely fabricated.
Online reviews drawn from third-party sites, on the other hand, are different. Regardless of how a prospect finds a business, whether by a personal referral or a Google search or by clicking on an ad, brands can gain credibility by foregrounding independent, third-party reviews that demonstrate real, vetted social proof of our brand or business.
Exactly how you amplify your reviews depends on the broader marketing mix you employ. If you have a sales and marketing funnel on your website, embed your reviews on your conversion pages. If you participate primarily in social media, turn positive reviews into social media posts. If you distribute white papers, make sure your reviews are part of the front matter–or at least the back matter.
The only rule is: use your reviews.
Today, a reputation is one of the most valuable marketing assets a brand or business can have. But too many marketers and business owners remain in the mindset of “managing” our reputation, that is, we tend to it only if problems arise.
Instead, we should be seizing this moment of seismic change in what attracts and influences customers to our brands and businesses. With a little adjustment in thinking, we can start to see the marketing opportunity in building a reputation, and we can win the future by asking our customers to speak up and by amplifying their voices.
From Forbes.com, AUG 1, 2016 @ 10:46 AM