Latest

Do’s and Don’ts for Digital Marketing in 2018

Header Image - Do’s and Don’ts for Digital Marketing in 2018

The world of digital marketing is one that is changing rapidly, so although there are some methods that continue to be beneficial in 2018, other funnels of the digital marketing process may need to be updated to ensure that a business is getting the full benefit from its marketing endeavours.

With this in mind we caught up with RFK Solutions a leading SEO Agency in Scotland who were kind enough to share some do’s and dont’s for 2018.

DO Continue to Craft Appealing Content

Those who create a blog will need to ensure that content continues to be created, while ensuring that you’re meeting customer needs and making use of keywords to propel your brand up the rankings within search engine results. Popular content can be a resolution to the many enquiries that customers make within Google.

DON’T Sacrifice Quality Blogs for An Increase in Posts

If the competition is creating more blog posts than you, and has a higher ranking than your site, it’s tempting to try and post more. However, it’s important that the quality doesn’t suffer as a result. Customers would rather read two or three blog posts that offer value as opposed to 20 blog post that make little sense, plus Google may not look to favourably on the content either.

DO Make Use of Video

Content consists of more than the written word in 2018, with many online users fully embracing what video has to offer. Regardless of what type of business is being operated, more often than not there will be some way in which video can be a beneficial addition to the company’s digital marketing endeavours.

DON’T Ignore Recent Additions to the Video Market

If sites like YouTube have taught us anything, it’s that people love video. While video content will help a brand meets it marketing goals, it’s important it stays abreast of how video is being implemented.

For example, more and more companies are making use of content that lasts for mere seconds by using Instagram and Snapchat. Even Facebook has a live option that can be ideal for promoting an event or product launch.

DO Work with a Professional When Needed

Working alongside a professional may seem like more money that needs to be spent, but the return is well worth the investment as long as you ensure you’re working with the right professional. Although there’s no harm in a business undertaking certain tasks itself, but it needs to ensure that it’s employing the services of a professional should there be any difficulty in completing the tasks.

DON’T Become Overwhelmed with Tasks

If a business has been able to contend with elements of digital marketing itself, then it may want to try and adopt more funnels to ensure that its able to reach the right demographics. However, digital marketing can be a time-consuming business, especially of its being undertaken by a new starter.

Focusing on too many tasks involving digital marketing can mean that other parts of the business are being ignored. Working with a professional to find the right balance will ensure that all aspects of the business are being taken care off in the right way.

DO Include a Call-to-Action Whenever Possible

The use of content in any form is a great way of promoting products, so it’s important that a business takes full advantage of content to introduce its products or services where it seems relevant.

The use of valuable information ensures that the content doesn’t read like an advert, and really outlines the benefits that can be enjoyed when customers use the product or service on offer.

DON’T Introduce Intrusive Pop-Up Ads

Depending, on the nature of the business, there can be times when a sign up is required, or an account needs to be registered to use the site, but this doesn’t mean a slew of pop-up ads should be introduced, especially if you’re still gaining traction with your proposed audience.

Again, if you’re uncertain of what measures needs to be taken in relation to advertising, then it could be worth speaking to a digital marketing professional to ensure that the right approach is being taken.

DO Make Use of Social Media Platforms

Although social media sites are nothing new in 2018, they do continue to evolve and offer more services to a business. Regardless of whether you’re looking to gain more views on tweets or simply looking to make use of the abundance of services Facebook has to offer, if you’re business isn’t making use of social media, then now could be the ideal time.

As well as the more conventional social network sites, there are several others that the business may not have considered such as Reddit and Google+.

DON’T Use Social Media for Sales or Orders

Although social media is renowned for helping a brand become recognise, it’s important that we’re not tempted to deal with sales on the platform. Any social network presence should be viewed to build relationships with customers.

Should any customers make an enquiry about a purchase, there is nothing wrong in providing a link, so the purchase can be carried out in the right way. Using social networks can become confusing, and there is the danger of personal details being leaked. Ensuring that customers are forwarded to the correct process not only ensure that your brand is deemed professional, but it also ensures that the personal details of a customer are protected.

This is merely a snapshot of the current state of digital marketing, and it will only become a more profitable and essential asset to any business moving forward,

Boss Navigation: How to Deal with Problem Employees

If we lived in a perfect world, this article would not have been necessary. However, the reality of the situation is: there will be difficult employees no matter where you go. If you are a business owner and have employees who work under you, it would be highly important that you arm yourself with the necessary knowledge on how to deal with problem employees.

Here are a few ways you can go about it:

Pay Attention to Unmet Needs

When an employee starts being difficult, there is usually a reason behind it. Usually, these might be needs that are being unmet. If these unmet needs fall into the realm of professionalism like not enough breaks or an issue lacking official resolution, these are things that you can address.

Pay attention to what they have to say when you sit them down. If they act out and the root is not something within the realm of the workspace, you will need to analyze if this is something that you can still address or make concessions for.

Be Concise and Clear

When you do sit them down and talk to them, you need to give them sufficient feedback about what’s been going on. Ideally before you sit someone down, you should have clear evidence to warrant a behavioral discourse.

A lot of the time, a problematic employee may feel like they aren’t causing any issues because no one is there to tell them otherwise. As the boss, you need to be able to convey a concise and clear message regarding their behavior. Give them a chance to correct it. Be clear about any form of consequences that will be meted out if no positive change is obtained.

Establish Good Processes

For businesses that do not have an ‘official’ office setting to it, owners and bosses tend to get caught in a ‘formal/informal’ issue. They’re too busy winging it that they end up in trouble when something as official as a problem employee needs to be addressed.

In order to safeguard your business and your other employees, it is important that you build good processes regarding your human resources.

As You Can See

Problem employees can really be detrimental to the overall workforce, especially if they are allowed to spew their venom and infect others with their negativity. As the boss, you need to be able to determine if a problem employee can still be salvageable or this is something that will have to end in termination. Your business will be riding on your decisions so it’s important to be informed.

How do YOU deal with problem employees?

info3 - Boss Navigation: How to Deal with Problem Employees
Image source: entrepreneur.com

Making the Internet Do the Work: Benefits of Having an Online Store

Last time, we discussed why the funny concept of a pop-up works so well. Today, we wanted to shine a spotlight on online stores and the benefits that businesses can reap from them. Let’s start with the basics:

What is an online store?

Much as the name suggests, an online store is a digital store. It is a digital space that is tied to your business wherein your customers can go and make their purchases. They can either pay online or pay on delivery (mostly depending on your options). The product that the client orders can either be shipped to their chosen location or can be picked up at a store location.

Benefits

Here are a few benefits that an online store would have for your business and your clients:

Larger Customer Base

21 - Making the Internet Do the Work: Benefits of Having an Online Store

Not everyone has the luxury to go to your store’s location. Most of the time even if a customer really likes your product they’ll choose the business that’s closer to them. This means that you are losing out on potential revenue because your customer is far from you.

Having an online store means that you will always be within the reach of your customer! All they will have to do is to go online and go through the motions of the transaction.

Less Costs for You

23 - Making the Internet Do the Work: Benefits of Having an Online Store

If you find that keeping a physical location is too much for you to sustain, you can always pull back and maintain an online presence. If you think about it, Amazon is a big online store. They do not have a physical location. They started out in Jeff Bezos’s garage.

As you can imagine, the overhead costs of keeping an online store are pretty low.

Flash Sale Revenue

22 - Making the Internet Do the Work: Benefits of Having an Online Store

One of the best things about online stores is that they really drive up revenue sales. Business owners achieve this through flash sales. Anyone who is enlisted in your newsletter or follows you on your social media can be the recipient of a special code that enables a flash sale.

Not only does this help provide a ‘personal’ feel for your clients but it also incentivizes their spending. Those that purchase a certain amount are often treated to freebies.

As You Can See

There is nothing like convenience to really entice a paying customer. Having a brick and mortal location is no longer the only option that consumer have. While having a brick and mortar location is still good, you can reach more people by having an online store. In the grand scheme of things, those who provide several options for their customers survive the best.

What benefits of an online store can you foresee for your own business?

Why Citation Building is Important for Your Local SEO

welcome - Why Citation Building is Important for Your Local SEO

You will be surprised to learn this, but numerous businesses overlook the importance of citation building as part of their local search engine optimisation strategy. A lot of small and medium enterprise owners do not know what citations constitute and what their purpose is and end up having to find a local citation audit and clean up service.

Now it is important to keep in mind that we are not talking about the term “citation” that denotes a list of references utilised in an article, research paper or book. What we are referring to is an intricate and complex concept that will drive local traffic to your website and lead to an increment in sales.

Citations: What are they?

In the context of search engine optimisation, a citation refers to the basic information available of your company (name, address and phone number) on other directory listings, websites and pages.

Note that it is not vital for your contact information to include a link to your website, but just be text-based content on sites such as the Yellow Pages and Google. Speaking of Google, did you know that the search giant incorporates citation as a critical component of its ranking methodology?

It believes that if your business is truly valuable and popular, your citations will spread far and across the worldwide web. For example, if you consider a company such as McDonalds, its contact data is list everywhere on the internet. Sure, it is a big and powerful brand.

Nonetheless, if a user searches for coffee, Google will consider the number of citations McDonalds has available before placing it on display at the top of its search engine result pages.

You will still get ranked by Google if you have some business information published on other websites. For instance, perhaps you forgot to include your official email address on a directory listing but have your business’s name, office address and phone number.

That will still count to an extent! However, we recommend that you do your due diligence and make sure you post all relevant contact information available.

Why endanger your SEO ranking position? If you are trying to get listed on different websites on the internet, might as well leave no room for space and fully utilise the potential such a practice will have for your local search engine optimisation.

Building citations is not only an investment in improving your ranking position on search engine result pages yet will help legitimise your business. If you are a rare entity without a website, you might just go want to go and get started on creating one! Your prospective consumer will consider you seriously if you have complete citations present on different digital directories in such a case.

If you want Google to place you first on search engine query result pages for your niche keywords, then you must have an optimal combination of links, testimonials, reviews and citations.

Your chances will increase significantly if your commercial venture has managed to attain multiple digital mentions. Therefore, if you want your client to find you easily, then make sure your citations are complete and numerous. Remember the motto here is: the more, the merrier!

Build Citations on Online Directories

Need a list of trusted directories to get your business’s name on? Check it out:

  • Yelp
  • Google
  • White Pages
  • MapQuest
  • Google
  • Yahoo
  • com
  • Bing
  • The Better Business Bureau
  • Tripadvisor
  • Linkedin
  • Angie’s List
  • Foursquare

We have put together a list of our favourite digital directories: but it is not limited to this. There is a whole world of directories out there for you to access and get your company’s name on.

Just make sure you try get on board relevant listings where your target market will be present. Feeling a little lost and not sure where to get started? Don’t worry, do a little healthy stalking and check out where your competitors are getting their business names posted. That’s where you need to be!

Name, Address and Phone Number

This is an extremely important industry wide practice that you must implement as well. Keep your NAP (name, address and phone number) updated and accurate across all listings.

If you are planning to change your location and move your office, post that on all your communication channels so your customers not only know where to find you, but your citation data remains correct. Let all your partners, suppliers, vendors and other stakeholders know as well.

If you update on Google, do not forget to update your information on your Facebook listing too. Yes, it may take you some time and require you to put in a bit of effort, but we promise it will be worth your effort!

Have a Google My Business Page

We all want to win Google’s heart and rank number one on their search pages. Hence, it only makes sense that you will create an official business page on its platform.

Provide the most accurate business data as most of your customers will come to you via your Google My Business page. Add your location on Google maps and add your working hours.

Put up appealing visuals of your workplace and products so consumers know how to find you and what to expect when they do. Let them leave reviews for potential future consumers to read and consider you as an option.

Post on Structured and Unstructured Directories

What is a structured citation? This is part of websites and directories that have specific categories where you list your business contact information. Usually, all you have to do is fill out a form and submit it. And voila, you’re done! However, this does not mean you cannot target unstructured citations.

It still counts as ranking points for search engine optimisation! Get your business listed on blog posts, press releases, newspaper sites, profile pages and what not. All will improve your search engine optimisation results.

All in all, citations will be your new best friend in your company’s digital marketing strategy. It will build your business’s credibility and gain your customer’s trust as well. Do work on it at least a few times a year to make sure everything is in sync and updated.

Pop-up Businesses: Four Reasons Why They Work

In the recent decade or so, we’ve seen a new trend come up from the startup businesses. The trend would be pop-up businesses—which will be the focus of today’s discussion.

What is a Pop-up?

Think back to the time when you were a kid. It’s highly likely that you’ve had pop-up books; wherein the images seemingly jump out from the page. A pop-up business may not be like that in the least but the word ‘pop-up’ comes from the fact that these little businesses seemingly pop up out of nowhere.

It could be just a little stall off the side of the street or a small space in a known mall or park. These seemingly nomadic little ventures are what we call pop-ups.

Why do they work?

We’ve thought about this and after trying it out for ourselves, we’ve come up with some pretty solid reasons why they work:

Viable Testing Ground

Pop-up businesses are pretty viable testing grounds for the businesses and business owners that utilize them. A pop-up allows them to gain a hands-on idea of what it takes to run a business of any scale. If they’re having a hard time with a small contingency of people, they can use this experience to sufficiently adjust their business plan.

Pop-ups are also good for retail as they can obtain an immediate response to their products.

Increased Brand Awareness

Pop-ups work because they help to boost brand awareness. If you’re wondering whose awareness that would be it would be the consumers’ awareness, of course! By suddenly showing up, you’re presenting yourself as a player on the board.

Novelty

Consumers love new things. So if you’re offering something new, customers who have been used to the same old thing will be more than willing to give you a try. Anything that gives them a break from the “same old, same old” will be a good option for them to try.

Sense of Urgency

A pop-up is a strike while the iron is hot sort of deal. A pop-up is a temporary arrangement so consumers are well aware that you won’t be there forever. As such, they will either buy in bulk or will try to lobby to keep you around.

People are funny that way. They care about pop-ups especially when they know that they may not be there for long.

As You Can See

A pop-up business or even a pop-up event for your existing business does reap some benefits. However, it is not something that you should keep using as eventually the gimmick will get old. What will set you apart is how you utilize the attention and the novelty that you cultivate when you do initiate a pop-up.

With this in mind, would you be inclined to utilize a pop-up business?

Can’t Attract Local Customers? – 5 Common Mistakes Every Business Can Make!

EOA1601 Blog Post Automation v3 - Can’t Attract Local Customers? – 5 Common Mistakes Every Business Can Make!

The internet has given even the smallest local business huge opportunities for growth, if your business is currently based in your bedroom you could, in theory, attract customers from anywhere in the world! This gives businesses today massive benefits and advantages, but it doesn’t mean you can just forget about your local customers either.

Despite the benefits and advantages of the digital world we now live in, the fact of the matter is most businesses will still need the support of local customers to survive. Unless your business is very niche such as event staffing services or as a very strong digital presence, you’re not going to be able to sustain yourself on international customers alone.

But attracting local customers can be a bit of a conundrum for businesses today, many businesses are so focused on the digital platform that they forget about the importance of local customers. So, to help you start getting locals through the door or on your website I’ve outlined five common mistakes most businesses make.

When you know what the mistakes are you’ll know exactly how to avoid them and what to do instead. Attracting local customers is easier than many people think you just need to approach it in the right way.

Not Using Local Social Media

OK social media is a powerful tool when it comes to promoting your business on a global/ international level but that’s not all it can do. Social media is also a great way to attract local customers as well and you can utilise it in many of the same ways as you would when attracting international customers to do it.

Search out local groups on sites like Facebook or even any local influencers and market your products directly to them. By doing this you can get in contact with potentially hundreds or even thousands of local customers and market your products/ services to them. Don’t be pushy about it but don’t be afraid to talk to locals either.

Not Catering To Your Local Audience

If you want to attract local customers then you need to tell them why they should spend their money on your goods/ services. So, you need to be clear on why your business is different, what do you do or offer that a competitor doesn’t?

Do you use local ingredients, do you support local groups, or do you offer something unique no else does? Find your unique selling point (USP) and market that to your local audience so they can see what makes you different. This will help you stand out from the crowd and help build local support.

Not Asking For Their Support/ Feedback

This seems simple, but many businesses won’t do it! If you want support from your local customers then you’re going to need to ask for it. Now some people might not enjoy asking this, but you really shouldn’t be afraid to.

You don’t have to be overt or blunt about it though there are many ways you can ask people to show their support in more subtle ways. Encourage happy customers to leave a review or to share their experiences with friends and family. You could even implement a reduction or discount policy for anyone who refers your business.

Never underestimate the effectiveness of word of mouth when it comes to attracting local customers. It’s one of the oldest ways to attract customers and promote your business in your local area and it still works today. So, when you provide an excellent service and have happy clients encourage them to share those experiences with others.

Not Using Local Advertising/ Marketing Techniques

One of the prime mistakes many businesses make when it comes to attracting local customers is that they simply don’t put much time or effort into local advertising or marketing techniques. Things like posters and leaflets can be seen as pretty old fashioned by many people nowadays but they are very effective when it comes to attracting local customers.

Combine these promotional methods with something like a local sales event and you have a recipe for success! If you’re running a clothing shop for example and want to get more local customers through the door setting up a promotional sale and putting posters around heavily populated or popular areas to advertise it can give your business a big boost.

You can also enlist the aid of other more old-fashioned techniques like advertising in your local paper or magazines. You can of course, still use digital platforms as well but when it comes to attracting local customers don’t underestimate how effective the more old-fashioned techniques can be.

Not Getting Your Face Out There

If you’re the owner or head of your business then you will need to get your face out there, you don’t want to stay hidden in your office or behind the scenes if you want to attract local customers. You’ll need to get your face out there and actually talk to people, yes you might have the staff to do the majority of customer-facing roles for you but that’s not an excuse to stay hidden.

Get out there and talk to people, introduce yourself as the head of the business and talk to people about what you provide. You could even talk at town or city meetings to introduce your services and inform people about special offers and sales.

Yes, it can be a little scary, but every business owner/ manager will need to get comfortable in front of a crowd, building a more personal connection with your local community will help a lot when it comes to attracting more local customers and support.

So, that’s five different ways your business can attract local customers and help build a strong relationship with your local community. We might be living in a digital world these days but that doesn’t mean you can forget about the people close to you. Local support is still essential to any businesses survival so get out there and meet your neighbours.

Online Representation: Why You Should Always Have a Professional Website

In the world of social media, a lot of businesses discount the need for a professional website for their brand. This is something that we will be elaborating on today. In our own experiences as consultants and business owners, many of us were able to reap the benefits of a professional website.

Here are a few reasons why you should have one, if you don’t already:

Credibility

Building a website takes time, effort, and money. The design, looking for a server to host it, coming up with articles and even photos is not something that anyone who does not have anything at stake would do. Business owners need to establish their credibility and a dedicated website is a good way to go about it.

Anyone can make a social media account. It’s not like they require you to submit proof of identity in order to create a public page. A dedicated website is a great way to make sure that you give your brand that extra layer of credibility especially if you have yet to establish a brick and mortar location.

Wider Audiences

While the same can be said for social media, they will still need to know your name or your business’s name in order to pop up in search engines. Having a dedicated website with important keywords that are relevant to your business is a better way of showing up when people look through Google or their preferred search engine.

A dedicated website also provides access to a wider audience. You’re not restricted to those who are part of a particular social media platform.

Representation of Services or Products

We like to think of social media presence as calling cards. What will really convince them that your business is worth patronizing is your business website. Any smart entrepreneur will know that representation is important.

A dedicated website is a good place to showcase what you have. If you have any testimonials or updates that you would like to share, your website is your own slice of the internet that you can make full use of.

As You Can See

Even if you have a strong social media presence (across several platforms), it is still important to have a professional website to represent your brand. Interested parties will try to obtain more information about you through your online presence. This is where social media can lack. If you really want to showcase what your brand or service is, a professional website is where you go.

As of right now, do you have a professional website that represents your business to its best potential?

info2 - Online Representation: Why You Should Always Have a Professional Website
Infographic by: visual.ly

Legal Requirements When Starting a Business

Starting a business can be an exciting time, and its easy for us to get caught up with the excitement and overlook some factors when starting a business.

Although you can effectively run a business using your own rules, there are some legal requirements that should be taken care of before any other aspects of the business.

While these requirements may not seem important on the surface, there can be some ramifications should they not be in place at the right time.

Registered Business Name

Depending on the niche of your business, you may want to use a business name. If this is the case that you will need to register as a DBA (Doing Business As) or FBD (Fictitious Business Name) which will inform the local government of how your business will be identified.

Even if you’re using your real name as part of the business name such as willshapools who offer pool construction, you will still need to register the business in the right way, or you will be restricted to using your real name as the business name, which can hinder future marketing efforts, especially if you’re looking to brand your business.

It’s also worthwhile ensuring that the name you’re planning to use isn’t in use by someone else. Although this can be a time-consuming endeavor, it does mean that you can avoid any potential infringements later on.

Business Permits and Licenses

When running a business, you need to ensure that you have the relevant business permits and licenses in place. The documentation you need depend on the industry you’re operating in, as well as the state the business is situated in. While some states may have similar guidelines in place, it shouldn’t be assumed that these are the same.

There could also be a requirement for federal license should the business carry out services that are regulated by a federal agency.

Operating without the right credentials could mean that the business is fined. How much the fine is can depend on the severity of the reason. For example, those who forgot to file taxes are likely to fare better than those who have been running a business for several years without a license.

Federal Taxes

Although sole traders will only need to complete a personal tax submittal, those who are looking to operate as a corporation will need to ensure that they obtain an Employer Identification Number.

An EIN is effectively a Social Security number for the business and allows business to open business accounts and submit returns.

Even if you’re a sole trader there are still some federal tax obligations you need to be aware of. The US Small Business Administration offers information about the taxes and forms required. The information that’s required may vary from state-to-state, so it can also be a good idea to ensure that you’re operating within the guidelines of the state.

State and Local Taxes

As well as federal taxes, a business will also need to ensure that its up-to-date in relation to state and local taxes. The taxes due often depend on the structure of the business, as well as what state the business is located in.

An example of the taxes that need to be considered will come from payroll, income, sales and property tax.

If the company has employees, then the business will need to ensure that it’s take care of any unemployment taxes relevant to the state. Again, more in-depth information can be found via the US Small Business Administration.

Adherence to Laws and Regulation

When operating as a small business owner, many would be forgiven for assuming that they don’t have to adhere to the same business laws and regulations as a large corporation would, but this isn’t always the case. Although some small businesses may be exempt from certain laws and regulations, there will be others that need to follow the same guidelines.

What business laws and regulations you must adhere to will depend on the nature of the business as well as where it’s situated.

The sectors of the business that laws and regulations apply to can vary, but can include aspects such as finances, marketing and intellectual property.

Become Familiar with Employee Laws

Although you may not be considering hiring employees at this particular moment in time, it can still be worthwhile brushing up on the laws surrounding employees.

Should your business start hiring, you need to ensure that the right tax regimes are in places, as well as making sure that anti-discrimination laws are followed to the letter.

The last thing a business wants to do is have its expansion efforts hindered by a legal oversight.

Open a Business Bank Account

In order for your business to viewed in the right way, it needs to be separated from your personal finances. Although there are many who look to fund their business venture with personal loans, this can be detrimental in the long-run.

Opening a business account gives your business its own identity, which makes acquiring a business loan a much easier endeavor.

The sooner you’re able to open a business account, the sooner you will be able to start building a positive credit profile for the business, which means acquiring capital should be an easier endeavor, regardless of whether you’re looking to acquire a loan, grant or investment.

It can seem like that there is a lot to take care off before the business can operate in the right way, but its important that all the necessary checks are made, otherwise you may find that the business experiences some forks in the road in the future.

8 Proven Ways to Improve Your PPC Performance

Improve Your Underperforming B2B PPC Campaigns - 8 Proven Ways to Improve Your PPC Performance

The advent of the internet and technology has given birth to a new world of marketing mediums that can be primarily be categorized under digital marketing. Under this banner, Pay Per Click marketing is a popular advertising format that maximizes marketing dollars by charging the seller only when his ad receives a click from an internet user.

Search engine giants Bing and Google hold advertising auctions where the greatest bidding party gains the most online exposure. The stability and flexibility of the pay per click advertising model has elevated it into the preferred, elite classes of digital marketing. It gravitates relevant, targeted traffic to your site and all you have to do is optimize your Pay per click focused marketing campaigns. Speaking of which, the team at Summon Digital were more than happy to share a few recommendations on how you can easily improve your campaigns.

Campaign Objective

Work backwards from your desired marketing results as it will help you identify the accurate objective you wish to achieve. Although the majority of pay per click advertisements commence with the derivation of keywords and its strategy, dare to be different and take a look at the sales or leads you wish to acquire.

Go into your ads, how they would be present on advertising platforms and keywords. This will allow you to analyse all possible aspects of the customer thought process and truly gain a grasp on his motivation- the secret to conversions.

Well Performing Keywords

Keywords are the foundation of any successful pay per click campaign. In order to assess the quality of your campaign, you must check the performance of your selected keywords and constantly monitor them. Just access the associated report to determine which keyword is doing well and generating pertinent traffic for you.

It is vital to update and change your bidding strategy for the keywords, so you can optimize them. Ask yourself if the keywords you have chosen are leading to conversions. If the voice in your head responds in the negative, then that means something has to be done. If it’s brand awareness or website traffic increments that you are after, then allocate your money to those keywords that are bringing in clicks and impressions.

Put a pause on those keywords that are costing you money and lowering the scale of your performance.

Manage Landing Pages

If your landing page is unattractive, then no matter how amazing your proposition is- it is unlikely that your prospective consumer will stick around long enough to gain complete information about your value proposition.

Your landing page must have a clear call to action, easy to locate buttons, sufficient informative copy and an overall clean design. Play around with the length of the landing page to determine what works best for you. Some marketing gurus advocate lengthier landing pages whilst other swear by shorter ones.

Make sure your design is aesthetically appealing and have compelling images on it to encourage conversions. The copy should be benefit focused and convince the potential customer to convert into a lead.

Ad Copy

Speaking of content and advertising copy, it is the single most powerful variable that can retain your consumer’s attention and make the difference. Your pay per click campaign can be the most amazing in the world- but without incredible copy to back it up – it will not be successful.

A good call to action and updated ad content need to be part of an effective pay per click campaign. To generate the most optimal performance, keep holding A/B tests and change your ad copy to test what works and what does not. Try to design your advertisements to be mobile friendly as it will increase your click through rate.

Quality Score

As the term denotes – the quality score appraises your advertising content, your landing page, the past patterns of your account and your keywords. It is evident at this point now that utilizing pertinent keywords on your website copy is critical to the outcome of paid search queries.

If your quality score is high, then it will help you appear higher in the paid result pages simultaneously decrease your costs. Simply include your selected keywords in your landing page’s content as well as your ad copy as it will significantly impact your click-through rate and quality score.

Monitor Incoming Mediums

You will find it interesting to learn that most commercial ventures are astonished to learn that at least one, if not more, of their incoming marketing mediums, are not monitored effectually. For instance, incoming phone calls are often missed out upon. If you wish to track an incoming channel, you may want to consider setting up a dedicated unique phone number for that particular campaign. Put in a tracking code or another form to track the origin of your lead or sales. This will also allow you to understand what channels work more effectively and how you can use that to your advantage in the future.

Test Away

Please note that conducing a single A/B test is not adequate. As you may know, A/B tests scrutinize different variables. Due to this, you may want to consider testing sundry variables and hence holding multiple tests.

Of course, you will have to test them against the controls you are taking on to define their accuracy. These test results can be used by you to increase conversion rates through statistical calculations rather than random estimations. All this will impact your conversion rates as even the smallest changes can increase them.

Promotions

All customers need an incentive to respond favourably to your wanted call of action. Items such as special coupons, voucher codes, gifts, discount offers etc will push them in that direction and get the moving. After all, why should they click on your ad campaign? What is in it for them? Utilize your ongoing promotions to increase your online conversions.

Do remind yourself to not just keep your ad about the sales-oriented offer as it could cause misleading figures on your conversion rates. The value has to be beyond monetary. Go the extra mile and discuss the benefit they would receive from obtaining your offer.

Let’s Talk Advertising: Best Forms of Advertising for Your Business

When no one knows that your business exists, how are you expected to make a profit? When thinking of a business, it is also important that you consider what form of advertising is best. Luckily for businesses that exist today, there are more forms of advertising to choose from.

Like:

Social Media

This is something that is the most preferred method of advertising for a lot of startups and small businesses. Social media advertising costs relatively nothing unless you’re signing up for ‘sponsored’ posts. This is when your posts pop up in the feeds of users who do not even follow your page.

Sponsored posts are a great way of getting a boost and getting massive exposure across the platform.

Print

11 - Let’s Talk Advertising: Best Forms of Advertising for Your Business

Print ads are considered to be a traditional form of advertising. These involve billboards, handouts, brochures, posters, and even the sort of ads that is printed and posted on the side of vehicles. Mobile ads are still print ads.

These can be a little costly, particularly since when it comes to handouts and brochures, you will need a lot of them in order to cover a lot of ground.

Television

12 - Let’s Talk Advertising: Best Forms of Advertising for Your Business

Undoubtedly one of the more expensive forms of advertising, television ads can really drain funds if you aren’t careful. In the US, there are television ads that can play locally or nationally. What would be important is to consider the market that you are targeting.

For most small businesses, it would be smart to target your local area first before going state-wide.

Radio

13 - Let’s Talk Advertising: Best Forms of Advertising for Your Business

If there is anything that you can rely on is that a good radio ad can really stick in the mind of consumers. Coming up with a catchy tune or a memorable slogan can really do wonders for your business. Get to know the popular radio stations in your area and get in touch.

They’ll let you know how much their rates are—which is important before you go and record your ad which may take a bit of money as well.

As You Can See

There are a lot of advertising options to choose from. Just because something is new or something is traditional does not automatically mean that it is the best fit for your business. As the owner, you will need to determine which one is best for you. If you do not know which one works, don’t be afraid to seek for help. There are advertising companies out there that can build proposals on your behalf until you get your bearings.

As you are presently, what form of advertising works best for your business?