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Saturday, June 6, 2020

Marketing Glossary

Five Strategies to Managing SEO During Crisis

Technology has come out as one of the biggest boons for human kind during the COVID-19 pandemic. Search gave people flexibility to keep themselves updated about the disease. In this, SEO does play a pivotal role.

Searchmetrics Anthony Costello has shared five strategies to help you manage SEO during the crisis.

Costello says, “SEO is a valuable long-term marketing tool and strategy for businesses small and large to build, expand and preserve their online presence. Here are some essential SEO tips for businesses large and small to leverage in the uncertain weeks that lie ahead:

Maintain, cultivate or establish an online presence

At the onset of the pandemic, companies and brands that already owned an online presence, whether it was a website or retail space, were able to transition and weather the first full month of the pandemic much more effectively than brick-and-mortar locations without an online presence. Major retail businesses like Home Depot and boutique sites like Etsy saw a major uptick in their online traffic as many people stuck at home suddenly had more time on their hands for home projects. Sales for home improvement projects, arts and crafts products and home gym equipment spiked and many online retailers’ online business exploded”.

Managing SEO in a Time of Crisis

Searchmetrics

Five Tips for Using A Pop-Up Facebook Group

Pop-up Facebook groups are created for a limited time. These group provide your audience an opportunity to learn more about you, your company, and the products and services you are offering.

Social Media Examiner’s Jill Stanton has shared a five tips for creating and using pop-up Facebook groups.

Stanton says, “You can’t just launch a pop-up Facebook group without putting some careful thought into it, however. You need a plan to attract members to join your group, a compelling agenda, and strategies in place for closing a sale.

#1: Choose the Time Frame for Your Pop-Up Facebook Group

The time frame for a pop-up Facebook group is different for everyone. Some marketers have found the most success with pop-ups shorter than 14 days. With that relatively short duration, people are more likely to stay engaged and the excitement and momentum can remain strong. Plus, it doesn’t feel like too much of a commitment. (Remember, people are busy and social media can be distracting.)

Other marketers have found success with 30- or even 60-day pop-up Facebook groups. It just depends on the audience, agenda, and topic you’re discussing”.

How to Use a Pop-Up Facebook Group for Business

Social Media Examiner

Finding Your Audience in a Global Economy

 

The advances of our digital age have made many changes in the way business is conducted. Over the last few decades, entrepreneurs have evolved from exploring their local audience to reaching national and global audiences. This democratization of worldwide business landscapes makes for an exciting time, but it’s certainly not without its challenges.

women with computer

Image Source: Pexels

One of the major roadblocks many small businesses face in such an open global economy is competition. It is more important than ever for entrepreneurs to make certain they can reach their audience and connect with them in a meaningful way that produces results. This isn’t easy; many businesses struggle to break through the vast amount of noise in the marketplace.

We’ll take a look at a few key areas that can help business owners adjust their practices and discover their audience. What tools assist entrepreneurs in attracting and connecting with customers? What are some of the best practices? 

Data Analytics

For the uninitiated, “data analytics” is a terrifying term. Though it’s certainly a technical term that relies upon a certain amount of expertise to interpret, it needn’t be a source of anxiety. It’s not beyond the average small business’s reach. In fact, in a business environment that requires a smart approach to audience identification and targeting, analytics is essential to success.

Data analysis can be useful across a range of areas. Business owners can gain insight into where the services they offer are most in demand, or if there are specific needs that are not currently being served. Data can reveal the demographics of those most likely to use certain products, and whether they undertake activities that might be supported by items that a business is developing. We live in a data-rich world. Every time someone engages with social media advertising, uses an app on their smartphone, or purchases an item from an online retailer, data about them and their actions is collected. 

It’s all very well to know that this data is collected and how it can be used, but the key is connecting with services that can help small businesses analyze the data and gain an understanding of what it means. Over the past few years, several analytics services have emerged specializing in serving small businesses. Those services can help entrepreneurs to mine data across multiple platforms. They also supply analytic tools to help them interpret that data. This allows companies to understand where their
audience is and what they want in order to better direct their marketing efforts.

Embrace Technology

Finding an audience in a global market isn’t simply about identifying who is most likely to require which services. It’s also about businesses positioning themselves in such a way that they can be easily discovered and accessed by their audience. If entrepreneurs are hoping to attract customers from across the country or around the world, it is imperative that they embrace technology throughout various areas of their business.

Part of building a reputation in a global economy is making sure your business is easy to interact with. Financial technology (FinTech) has developed to the point that it is easier than ever to send and receive payments from across the planet, making purchasing easy for both global travelers and those sitting behind their computers. Brick-and-mortar stores and online services should include FinTech solutions from payment processing for cards to options that
allow purchasing by PayPal or even cryptocurrency.

It’s worth bearing in mind that Millennials represent the largest proportion of consumers today, and they place a high premium on businesses that utilize technology in interesting and convenient ways. By combining products and services with popular apps, utilizingpurchasing options via social media, and even engaging with customer service options such as chatbots and WhatsApp messaging, business owners can make their companies more accessible and navigable by a global audience.

Social Media Marketing Content

Social media is an inescapable element of today’s society. While some people are not always comfortable or confident with its use, it is nonetheless an essential tool in finding an audience, building relationships, and maintaining long-term connections. However, it’s not as simple as just opening accounts across all networks and throwing out a few sporadic posts. 

First of all, it’s important to use the data analysis gained in order to understand who is being targeted and what social media platforms that demographic is likely to use. This allows entrepreneurs to make intelligent decisions about whether they will focus their social media marketing efforts on a more visual medium such as Instagram or a text platform like Twitter. Businesses should then create diverse content beyond the simply promotional — the aim is to connect with the audience, encouraging them to interact enthusiastically. Further analytics can also be gained from posts, helping to gain a firm grasp on understanding who saw them, what they reacted to and where they were located, more data with which to make choices about posts going forward.

It’s important to understand that discovering an audience can take more than a few simple social media posts. It is beneficial to build the business’s profile by creating content that bolsters its reputation for expertise. Start a regular blog that gives insight into production methods or where materials are sourced. Vlogs on YouTube allow entrepreneurs to not just showcase their wares; it also provides customers with a relatable face of the company. An added side benefit of these types of content is the potential to monetize them or collaborate with other creators to make connections in the industry.

Conclusion

There’s no denying that the greater connectivity of our world today helps to make an exciting and challenging business landscape. By taking the time to get to grips with data analytics, exploring the potential of technology in commerce, and understanding the true value of marketing content, business owners can rise above the noise and connect with their target demographic.

 

Indiana Lee is a writer and journalist from the Pacific Northwest with a passion for covering business best practices, social justice, environmental protection, and more. In her off time she enjoys hiking with her two dogs. You can follow her on twitter @indianalee3, or reach her at [email protected].

 

Four Benefits of Inbound Marketing

The inbound marketing methodology focuses on driving potential customers and visitors without interrupting them with unsolicited promotions and content. Inbound marketing enables you to understanding the buyer journey and create content for each stage.

Sprout Social contributor Mahnoor Sheikh has shared four benefits of inbound marketing and four stages of an inbound marketing strategy.

Sheikh says, “While the fruits of inbound marketing might be less “in your face” than other advertising techniques, they are much more valuable to your business in the long run.

Here are some key benefits of inbound marketing:

1. Reduced expense

Apart from being highly ineffective in this digital age, mass marketing is costly and risky.

It’s like putting all your eggs in one basket. Or shooting an (expensive) arrow in the dark and hoping it’ll hit the target.

With a leaner, more focused advertising spend on inbound marketing, your business can save money and experience higher ROI over time”.

What is inbound marketing and why is it important?

Sprout Social

Five Ways to Improve Your Content Rankings

Quality content helps you to achieve higher search engine rank and improve your website traffic. To improve your content you need to regularly assess it for improvement.

Searchmetrics contributor Jan Grundmann has shared five ways to help you improve your content optimization efforts.

Grundmann says, “The starting point of content optimization is to regularly check whether your content needs updating. To do this, you can audit your rankings and content either manually or with the help of a software solution. Points to check include the following:

  • Competitor Analysis: Has your competitive environment changed in any way? Have your competitors had new content ideas? Have your competitors extended, changed or restructured their content? Or has a competitor relaunched their website? Use findings from this investigation to adapt your own content accordingly.
  • Search engine results page layout: Google is constantly testing new elements on the search results page. New ad formats or widgets can dramatically alter the search results and provide new opportunities for rankings and/or increased click-through rates. An example is the schema.org FAQ mark-up that was introduced for Rich Snippets in 2019. You should keep an eye on how the search results pages look for any keywords that you are thinking of optimizing your existing content for”.

Content Optimization 2020: 5 Quick Wins to Boost your Rankings!

Searchmetrics

Five Tactics to Improve Instagram Engagement

Instagram engagement rate represents the sum of the likes and comments that you receive per post, divided by the number of followers. According to Icon Square, the average Instagram engagement rate is 4.7%.

Jeff Bullas has shared five Instagram marketing tips to improve your engagement rate.

Bullas says, “In this blog, discover 5 top Instagram marketing tips to boost your strategy; you’ll find out:

  • When and how to post on Instagram
  • What to post for maximum engagement
  • How to leverage videos on Instagram
  • How to keep improving and optimizing your strategy

When and how to post on Instagram

Being active is essential to generating followers and engagement, but when is the best time to post on Instagram?

Studies say that scheduling 1 or 2 daily posts are enough for Instagram. It seems that the best engagement times on this platform are on weekdays, more exactly on Tuesdays and Thursdays”.

5 Expert Instagram Marketing Tips to Optimize Engagement

Jeff Bullas’ Blog

Four Ways to Improve Instagram Engagement

Audience engagement is the key to achieving social media marketing success. By attracting your audience attention, you can present the offers that can help you to convert more prospects into customers.

Social Media Examiner’s Jenn Herman has shared four ways to improve audience engagement on Instagram.

Herman says, “Do you want your Instagram content to perform better? Wondering how to optimize your Instagram feed posts?

In this article, you’ll discover how to design and deliver Instagram posts that improve engagement on Instagram.

#1: Instagram Feed Post Format Hacks

What type of Instagram post format works best: photos, videos, or carousels? Algorithmically, Instagram doesn’t have a preference of photos or videos. If your audience prefers videos, you’re going to want to create more videos. So you’ll have to look at your own metrics to determine that.

But carousels are my little hack that I want you to try out—although I don’t recommend using this format all the time because carousels can be overwhelming for your audience”.

How to Improve Instagram Post Engagement: 4 Tips

Social Media Examiner

Finding More Leads for More SEO Clients [Podcast]

Lead generation is the ultimate goal of your search engine optimization strategy. By getting more leads, you can increase the chances of improving your sales.

Rank Ranger Mordy Oberstein and Sapir Karabello have published a new podcast episode ‘Finding More Leads for More SEO Clients’ featuring Deepak Shukla.

Listen to the podcast and learn:

  • How to find more good leads for more good SEO clients
  • Has the market shifted? Is SEO passé and should you be peddling “organic growth?”
  • How to push hard to get those new clients without coming off as spammy.

Here is the podcast:

Rank Ranger

Four Ways to Improve Facebook Ads Performance

Facebook advertising is a great way to expand your online presence and grow sales. Creative Facebook ads can help you to boost your business growth.

Social Media Examiner’s Tom Welbourne has shared four ways to help you improve your Facebook ads.

Welbourne says, “To scale your Facebook ads for reach, try adding new ad sets to your campaign as you increase your ad budget. This process is known as horizontal scaling, and it involves researching new audiences using Facebook Audience Insights. Alternatively, you could create Facebook lookalike audiences, which expand on your existing lookalikes; for example, a 5% lookalike vs. a 1% lookalike.

With horizontal scaling, you spread testing across multiple ad sets, audiences, and ad creative. All of the following horizontal scaling strategies can be effective ways of growing and scaling your Facebook campaigns.

#1: Increase the Geographic Area of Your Audience Targeting

The type of business you run may determine the size of the audience you’re targeting with your Facebook ads. If your customers are located in a particular area, for instance, you may start by targeting your ads to that spot”.

How to Scale Facebook Ads: 4 Ways

Social Media Examiner

Facebook Shops and Shops on Instagram: New Business Tools for Marketers [Podcast]

Both Facebook and Instagram have made available different business tools that can help you to make more sales online. Facebook has recently announced a new product called Facebook Shops “to help small businesses adapt and make it easier for people to discover and shop for things they love”.

Social Media Examiner’s Grace Duffy has published a new podcast episode ‘Facebook Shops and Shops on Instagram: New Business Tools for Marketers’ to help you understand the Shops features of Facebook and Instagram.

Duffy says, “Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show, we explore Facebook Shops and Shops on Instagram with special guest, Allie Bloyd.

Use the timestamps below to fast-forward to our top stories in the replay above.

  • Facebook Introduces Facebook Shops
  • Instagram Debuts Shops on Instagram and Ability to Shop Directly From Explore Tab
  • Facebook Launches Capability to Sell Products Through Live Video
  • Facebook Will Connect Loyalty Programs to Personal Facebook Accounts”.

Facebook Shops and Shops on Instagram: New Business Tools for Marketers

Social Media Examiner