Tips to Boost SEO
Search Engine Optimization is the talk of the day and is not going to fade away any time sooner. If your brand page is on the top result in the first page of Google, there is only a 33% chance for it to be clicked. You will have to focus consistently on how to improve your SEO and can attain a higher rank in SERPs in just as less than 5 hours. Here are some tips and tricks to enable you to do this.
Incorporating Competitor Keywords
Google had a ban on bidding competitors branded keywords which was lifted in 2008. You can now bid on your competitor’s keywords without using their trademarked names. Use of branded names will more likely help convert your leads. The use of your competitor’s weakness into your success helps profusely at the same time, maintaining the keywords so that customers can find both brands. But, be sure to include an eye-catching copy so that the customer who searched for the competitor name gets lured into yours. A checklist to select keywords is as follows
- Choose content for easy keywords, the ones easy to create
- Choose similar keywords
- Go for low difficulty, high volume, high click-through rate
Optimizing your mobile site
With growing mobile audiences and Google too embracing mobile-first index, there is an excellent opportunity to keep your brand on the front foot. A brands mobile website that loads slower has a negative impact on the customers and also on the sites search ranking, with more activity taking place on mobile devices, the speed of the mobile page matters.
The use of large images is the main culprit of why mobile websites load slower. This is when Duda web design can help you. The images are automatically resized and compressed, which allows web pages to render them quickly. Image Magick is also a reliable platform. Another platform used is CDN (Content Delivery Network).
Local SEO
A local SEO is as important as a global one. Your brand should rank among the keywords in your local area.
To make your brand visible through a local SEO
- Insert local keywords across multiple listings
- Include business category
One another step is to claim your Google My Business profile, which helps business listing show up for local searches. Optimize this category with images, contact information, etc.
Duplicate tags and broken links
One major issue is duplication which affects SEO. You can access duplicate contents through tools like Site liner which discovers content blocks, broken links along with analysis report for free.
Use of 301 redirects
In case of an old URL variation, use of 301 redirects can help prevent Google from seeing it as duplicate content,
Canonical URL tag attributes
In the case of two identical content pages with different URLs, canonical URL tag attributes can signal Google which page needs to be shown in search.
Nofollow and Noindex tags
These tags are used when you do not need search engines to crawl and index a page in SERPs. Likewise, the use of robots.txt allows or disallows pages to be crawled by Google.
Conclusion
The better the SEO practice the chances of getting a higher rank and search results are increased. The tips put forth in the article gives a boost to your site’s ranking.
Facebook AD Types
Page post engagement
It is a popular ad type and works with both published and unpublished posts and is a better option to boost your content reach.
Likes
Another popular option, but alas, its popularity has never been reflected in its success. In order to grow their audience, many Facebook pages use this type of ad. The lack of proper engagement like shares, comments, clicks, and audience targeting leads mainly to the waste of your budget.
Clicks to website
If you are trying to increase the traffic to your site, these ads are almost useful; or when you need to drive the users land on a specific page to promote a campaign.
Conversions of website
Website conversion is an excellent option from Facebook for lead generation and ecommerce. This requires installing a tracking pixel to the site in order to measure the number of visitors into customers.
Installation of Apps
This is an excellent application in case your brand wants to promote an application. This can lead users directly to the app store, thereby combining promotion and effectiveness.
App Engagement
To further increase your app promotion, you may experiment with app management, which tries to connect with existing app owners, thereby re-engaging your app.
Offer claims
This type of ad may help drive traffic to your Facebook page when you have just launched an offer. It can help with more massive participation on your page.
Video views
Facebook supports .mp4, .avi, or .mov type of files with ratio 16:9. Facebook is dominant with videos and hence a prevalent option for producers popularizing their content to a relevant audience.
Local awareness
You can set location, thereby advertising your local business to beat your competitors.
Targeting
You can create an ad targeting a specific audience that can go beyond demography. Facebook’s deep allows this option. You can even create ads targeting particular life events, celebrations, political beliefs, which increases the chance of reaching the right audience while being budget-friendly.
How to optimize your Video Marketing Strategy on YouTube
Have you ever wondered how to get better traffic to your YouTube content? The optimization game is the one which needs to be put up when you have low traffic but good content.
Over the last few years, there has been a steady rise in video marketing, and it is a fact that most people prefer online videos than television. It is estimated that around 5 billion YouTube videos are watched daily.
Having great content is not just enough, and you should know how to optimize them. This is the place where SEO peeks in. To note, YouTube is the second biggest search engine, and by following the points mentioned in the article, you can increase your traffic.
Add keywords in the title
The title is what most people look before clicking your video and hence should be a direct, brief, compelling, intriguing, and should be all about the video. One can add keywords to optimize YouTube SEO algorithm and the audience.
You will have to find the right keywords for your video. When you type a keyword into the search bar, the results featured are the most popular search queries based on the keyword. You can incorporate such keywords into your title without overcrowding your title.
Write a clear description
You can add keywords to your description, but research by Backlinko states that there is no correlation between keyword-rich terms and rankings. Even then, it is better to optimize the description of SEO. YouTube allows 1000 characters as text, but you need to be precise. The first three lines are what appears before the “see more”, and hence they need to be concise, compelling, and straightforward. Your keyword, landing link, subscribe link, links to the product page, etc. can be introduced into the first three lines.
Use and optimize tags
Tags help in making your videos more discoverable to people. Tags inform your viewers what the video is about along with more substantial clues to YouTube. The use of tags enables YouTube to associate with similar videos, thereby increasing your reach.
Use the right tags, not the popular ones. Choosing the wrong tag may end up in reporting your video as spam, and when it reoccurs, Google is likely to penalize you.
Use keywords in your video file
Usually, YouTube videos have an impersonal file name like mov005.avi. Still, you can always rename your video file to the main keyword. An optimized video file helps attain a higher ranking.
Choose the category wisely
This may sound way too simple but should be done correctly to help attain higher ranks. While choosing a category, you must keep track of the following.
The best content in the category, who is creating it? And what it looks like?
The general format, length , and production values of best videos in the category.
An eye-catching thumbnail
Dull and boring thumbnails usually put your efforts in vain. The thumbnail should be eye-catching, and is always better to have a customized thumbnail.
Improve E-Commerce Business in Dubai with Digital Marketing
Enhance Product Visualization
- The use of exceptional product visualization allows you to quickly and effortlessly showcase your products to consumers. They can easily access the details without reading it.
- Opt for 3D technology to increase engagement also to improve the shopping experience. Based on Fourth Source, their customers reported an increase in sales by 25% to 30% , while using 3D over flat imaging.
Incorporate Video
- HubSpot has reported that 81% of consumers choose video for making purchases. You can exhibit how good your product slices and dices for making people know about it.
Support Artificial Intelligence
- Artificial Intelligence brings significant impact on your e-commerce sales.
- It collects information and uses it to accurately predict how a customer would react based on their past behaviour.
- There are measurable metrics like conversion rates, bounce rates, and engagement rates giving insight for your site and on people usage.
- It collects data to provide the clues required to improve your site and leads to conversions and loyalty.
- Artificial Intelligence improves your back-end logistics to satisfy customer experience from purchase to delivery.
Use Product Filtering
- More products you offer, the more advanced product filtering you may require.
- Rather than letting customers search your site, provide them necessary tools to shop as per their terms and find what they need quickly.
- Almost 42% of major e-commerce sites are not using advanced filtering, you can enable customers to find what they require effortlessly. The more attributes you offer, the more easier it is for them to shop.
Chatbots Automation
- Chatbots serve as the first point of contact to make or break your customer experience.
- It is available to answer the questions and makes shopping very much easier.
- Chatbots are friendly little bots that make it easy to converse with customers in a very human manner and offer a personalized experience to significantly influence the purchases.
Delivery options
- You can increase cart abandonment by limiting the delivery options.
- 45% of online customers abandon their carts, if their delivery options don’t suit their needs.
Reduction of Cart Abandonment
- Cart abandonment happens when a customer gets to check out and finds the delivery options do not suit their needs. Almost 69% of it is directly related to additional shipping charges.
- Complicated checkout processes, poor website performances such as slow loading and crashes leads to cart abandonment.
- The effective way for cart abandonment is to use an email recovery strategy. If someone abandons a cart, you can send a series of emails encouraging them to complete their transactions.
Wish Lists benefits
- The wish list on your site serves as a gold mine of information. Leverage those wish lists by sending personalized emails to customers for initiating them to buy.
Choose User-Generated Content
- You can use appropriate hashtags on your social post.
- Ask your customers to post reviews on your site.
Mobile options
- Outer box states that 7% of mobile users had purchased online using their phones in the past six months. Hence, your website must be mobile-friendly.
Consider Re-targeting
- Re-targeting brings success to any e-commerce site. It follows your customers when they are online and makes them aware of your products and services.
Give a try for Social Purchase
- You can use social channels to encourage purchases. Let your customers purchase the products directly from your feeds through Facebook and Instagram.
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Google Ranking Signals for Content Marketing
Content serves as the key to success when it comes to search engine optimization. The technical SEO exists and plays a teeny-tiny factor. But Google has stressed it again for publishing the site with high-quality and useful content.
What has perceived as a sign of high-quality content in Google?
The five content-related ranking signals of Google determines which article to appear at the top of Google as mentioned below:
Linkable content
The google’s oldest ranking signal is the backlink profile. Since the Google has launched, the backlinks served at the core of its ranking algorithm.
Ever since Google has repeatedly added dozens and even hundreds of other signals. But the backlinks has remained the most powerful one. It can be used as a very simpler ones, the more better it serves.
The website owners had figured out that the Google’s search result pages had been heavily manipulated. It seems to be very complicated now, to the point that whether a single person is working for Google to completely understand how it works.
There has been high- authority and low authority links, good and bad links also natural and unnatural links. Generally, one group balancing the other.
Few links would drag you down, while others drive you up. It remains unpredictable. This makes a clear sense that many editorial and natural links are required. In simpler terms, we need to generate a linkable content. Here comes the role of the content creator who plays a vital role, to create content that attracts valuable links.
What do you mean by a linkable content?
There comes no single definition when it comes to a linkable content, because there is no single type of link. Generally, the educational content attracts links from teachers, innovative content get links from niche journalists and bizarre content drives links from popular media outlets and discussion boards.
Check out Buzzsumo, while working on an article for getting an idea on which content attracts more links for your topic. This filter results to view recently published content as well to evaluate the current linkable trends.
Stay relevant
Certain years ago, the specific keywords were added several times in an article or they may be added on a page that served enough for Google to consider that content was relevant to the matching search query. Similar to the keyword stuffing to rank higher on the google.
This leaded to a very easily-manipulated signal, therefore Google has been working hard on improvising its relevant signals.
Here comes no single signal, whereas backlinks renders to a group of signals. As copywriters, we do have control while we create the content.
There comes the biggest improvement of Google’s relevancy algorithms done by implementing the introduction of semantic mapping. It renders Google to understand each query in context than matching the exact sequence of words to the indexed documents.
With the help of Semantic research, publishers can create relevant content, better-researched to the similar ways helping the Google algorithmically calculate its relevance.
The text optimizer tool helps you to create a more relevant context to match Google’s and its users expectations. It also scores your content relevancy and points towards the possible areas of improvement.
Other improvements are initiated to Google’s relevancy algorithms that are not easy to practise but are good to include such as:
- Google BERT update
- Google Hummingbird update
Length of the content
There has been loads of debates as well arguments in the SEO niche with regards to the contents length. But Google favours a long-form content.
It is stated that long-form content generates more backlinks and tends to rank higher.
Either it may be a direct ranking signal or a simple way to create more linkable content, the long-form content goes a long way.
As a rule of thumb, you have to use the editorial judgement:
- If you get an option of writing an 1000 word article or three 200 word articles, ensure to choose the longer option.
- If your article turns into a 5000-word book, consider breaking into a series by making into specific angles and subtopics.
If you had fully covered a target question in your 500 word article, that mostly happens while addressing narrow queries or specific topics. The useful article that answers a query serves better than a long-form content which has solely written for a word count.
Exact Match of Keywords
Google has crossed beyond the exact-match of keywords and understands relevancy beyond word strings, that may include your target keyword which remains important.
One study founded that “ the wide numbers of title tags in Google exactly or partially match the keyword they rank for”. Most titles did not have exact-match of keywords but some variations in those.
This makes us aware that Google is still looking at keywords, hence keyword research and optimization is yet important.
Engage with the Content
Google never confirms that they use on-page engagement as a direct ranking factor. The thing is, users leave right away if they find the content was useless. This adheres the “bounce rate” and “time on page” metrics questionable signals of content quality.
Google uses some user engagement metrics as a ranking single, but these signals are differently evaluated from SERPs to SERPs, never having the absolute metrics. They are compared for top-ranking sites, allowing Google to identify quickly the possible anomalies.
What Not to Do With Facebook Ads
Facebook advertising serves as an important marketing tool that allows you to target your preferred audience by reaching people, who require your services or goods. The social media company stays the top choice for many advertisers, that reaches more than two million users per month across the globe.
If the Facebook ads are not correctly advertised, your ad campaigns would definitely fail. The marketers will instruct you what you should do, but they won’t mention what you shouldn’t. There are several common mistakes to be avoided while using the Facebook advertisement.
Avoiding Frequent changing of Ads
You have to frequently change some of the elements in your ads to combat the dreaded ad fatigue, that leads your ROIs to drop. You need to make your ad campaigns run long enough to optimize Facebook’s system. Facebook calls an active campaign to enter the “learning phase”, the time where the system shows your ads to several users, in order to learn the ways for best optimization of the results you desire.
Usually the learning phase requires the least of 50 conversions to complete at that time. You may even find the fluctuations in the results of your ad campaigns.
The learning phase takes some time for collecting the data, in order to improve your campaign’s performance. It is mandatory, not to make any changes in the ad elements rendered towards the campaign level or the ad sets that include objectives, target or the budget. Making any changes in these, will lead the learning phase to restart. If this happens, you have to wait for another 50 conversions before optimizing your campaigns. Take your time to observe the ads rather than micromanaging your ads.
Not having Patience with Results
Some do believe that running ads on Facebook platforms will give instant results. Facebook requires time and experimentation for obtaining your coveted ROIs. Apart from the learning phase, you have to track the buyer’s journey, through which you have to push your customers that normally takes time. The split testing is done to monitor which ads perform well.
Practise patience allowing Facebook’s system to complete the learning phase without any interruptions. Scale the campaigns and closely monitor your results that performs well by pausing not so performing campaigns.
Ignoring Unknown Target Audience
More than any form of advertising, the Facebook ads allows for more targeting. When you don’t know to target the audience appropriately, you would reap an unsatisfactory result. This may serve the ads to the audience, who are unlikely to respond to your offer.
If you don’t know your target audience, the kind of quality content you provide may not suit them. While starting your campaign, ensure to set a more detailed targeting like the buyer’s persona, their interests, income, location, gender and their age.
Generally the audience persona illustrates the personal information of your ideal customers, that may include their location, interests and education. By knowing your target audience, you can craft your copy, creative and strategy to appeal them accordingly.
Not using the option of Scaling ads
The business owners are eager to increase their sales through Facebook ads. The sales can be increased through two ways like targeting the new customers or by targeting the current customers. Doing the later method is usually easier and cheaper.
As the customers who made a purchase in the past would trust your brand. They are very likely to purchase from you again, when compared to new customers. You will bring positive results more likely, when the target loyal customers ad infinitum make your campaigns reap. Your marketing budget must grow as your business grows.
For increasing your customer list, you have to target the new audience. You have to increase your ads reach or higher bidding, for growing your business to earn a better spot on the users feeds. This scaling process requires an increase in the ad’s revenue.
You would slip the countless opportunities of reaching the new customers, when you avoid the scale. This would lead your business to remain stagnant. You don’t really need to scale all your ads each time. You can opt to scale when your campaigns are performing well. Make sure your CPA is under your target goal and your ROAS at a high number before the scaling process.
Not Replacing your Ad Creatives
The target audience would experience ad fatigue on your constant usage of the same image, ad copy or video. Thereby, the click-through rates would eventually drop, while fewer users will see your ads. Even if they see them, they feel apathetic and choose to ignore the ads or, may hide them. Your audience would be interested when you refresh your ads.
Creating multiple ad visuals for one offer would avoid the ad fatigue. For instance, while promoting your social media management services, the same message can be reused but you have to change the accompanying video or image of your ads. It’s better to change both the copies and the visuals.
Advertising without any Strategy
You must know what you want your ads to accomplish, when you decide to run your campaigns. You should optimize the part of sales funnels like the top, middle or the bottom. Consider the business goals like increasing the sales or exhibiting brand awareness, you desire to achieve.
You have to know what you want to achieve, before creating your ad. You have to set a realistic goal or define your objective to measure.
Facebook offers numerous ad objectives to use. The objective you choose will make the results of your ads to reap.
For instance, If you want your customers to visit your brick-and-mortar store, you can choose the store visits objective that opts to be a prudent choice than the brand awareness objective.
The choice of Wrong Image
There is a choice of selecting wrong images for your ad. The right image serves more complicated to upload a high quality photo than a low quality image. It gets granular as choosing an object as the subject than choosing a person.
Keywee, a digital marketing company published a study on the creation of Facebook posts that convert, in the year of 2017. The study stated that the ads with identifiable people images had performed better than the ads with objects or generic people.
The researchers found that the ad with an image of Beyonce outperformed the ad exhibiting the image of an unknown woman , when they ran ads for Fortune.
This type of study exhibited the ads with relevant images to it’s target audience outperformed the ads with irrelevant images. Likewise, the campaign for Where Traveler featuring the Hollywood sign targeting Los Angelinos, had performed better than an unidentifiable city featured ad.
Avoiding the Facebook Pixel
To track the site visitors, a code called Facebook Pixel is installed on your website. The visitors who return to Facebook can be targeted with ads that increase the likelihood of conversions. The visitors who return to facebook, can be targeted with ads for increasing the likelihood of conversions. The Facebook pixel plays a major role in retargeting the customers, as an essential part of digital advertising.
Customers usually deliberate before doing a purchase. Several ads appear to their feeds before the conversions. Unless you retarget the customers, you will not be able to push them towards the sales funnel.
Pixel allows you to exclude certain audiences, who have clicked on your ad to purchase your product, downloaded your content and submitted answers to your lead form.
Narrow down the Audience
The highly targeted audience allows you to increase the revenue of your ad spend. Ensure that your audience isn’t narrowed too much. In case of narrowing down, the system can’t collect enough data to learn about the ad. This makes it difficult for you to shape the future ads. The system requires at least 50 conversions for optimizing the delivery of your ads.
The audience size meter would determine whether your target audience is too broad, too narrow, or just appropriate.
Less Expensive
Facebook is an inexpensive option to increase your reach and the interest in your business. It doesn’t mean you drop your advertising budget very less and expect to obtain the same results. To increase your conversions, you need to pay for the ads. The amount of efforts required to put into your ads involves posting high quality images for Facebook ads. You get what you pay for the ads, similar to reaping the fruits of what you sow.
Avoid to Advertise with a Bad Website
The existing website should have traffic, completeness and effectiveness of the landing page for reaching a wide audience. Ensure that your website works well, then use advertisements for directing the customers to your landing page.
Generating a good facebook ad requires some efforts. You have to design effective ads to drive traffic to your website and increase the rate of conversions.
The Benefits of Online Store for Your Small Business
When your small business has thrived in the local community by serving for years, it would be daunting to establish an online store. Having an online store would definitely require twice the amount of work for no guaranteed gains.
The question is would your customers use an online store ?
An online store or e-commerce website serves an incredible tool for the small- business owners for leveraging numerous benefits. When setting up an online store it requires some time that pays for itself as the sales starts rolling in. You can always hire a new employee when you end up with a high volume of purchases.
The e-commerce store can be combined with the online marketing tools and tactics for achieving the knock over results of the new customers rendering towards social media marketing and search engine optimization.
The online stores serve as the perfect complement to your brick- and- mortar store. You can weigh the benefits against your doubts on reservations and choose a budget to go ahead with your e-commerce initiative.
Reaches the large audience instantly
Increasing your audience significantly increases your sales. You had already saturated your local market making known everyone within the 20-mile radius assuring you do exist. Thereby people had made up their mind to choose a competitor or to patronize your business. You can easily advertise about your online store to this local audience. But it may not be an easy way for keeping them away from your competitors.
You can aim for the low- hanging fruit, where people live 500 miles away and love to purchase from your store but have no other way to get there. Here comes an option of an online store that instantly opens doors for the people across the nation and around the globe. You can go for a modest investment setup for increasing your sales by not limiting your local audiences.
You can end up increasing your local orders too. Nowadays people are busier hence online shopping would be more convenient for them. Your neighbors would always love to support your business, but they don’t have enough time to stop the storefront when it’s open. Through online shopping, people can browse your product pages online and make a convenient purchase even at 3 am.
Collection of Data and Behavioral Insights
The online store gives access to built-in analytics and data for the customers and their shopping habits. For instance, you can check what kind of products are frequently bought, so that you can give special discounts or you can cross-market those products on other web store pages.
You can frequently give offer discounts by checking whether it is used by the first-time customers or the repeated customers for understanding the impact on lead generation and the customer’s loyalty. These data can troubleshoot your website or prices indicating which web page can cause people to leave your site or what type of products are abandoned in carts
Does your shop convince people to purchase or does your visitors leave ?
The time they spend on your site and what’s their average order value ?
You can track these types of behaviour or data that is virtually limitless. But you would require a hand from a web developer or the marketer for setting the right tracking system. The data you want to collect isn’t automatically offered through your e-commerce platform like Shopify Analytics or Google Analytics tool.
The Use of Online Marketing Tools
You need to have an online presence to take advantage of the online marketing tactics. Usually, an online store yields you a marketable web presence to show up in the search engine results, that can be shared on social media or to collect emails for a newsletter campaign. Obviously, your website or shop can’t achieve these automatically.
You have to actively use the social media for posting ads, search engine optimization and email marketing techniques to accomplish your specific goals. These may include grabbing the attention of people towards your website for making a purchase henceforth increasing your revenue.
The success or failure of your online store depends on creating effective marketing campaigns. Avoid the mistake of establishing an online store and not marketing it. You can either start with a simple postcard or email newsletter campaign for alerting your current customers for making an online purchase. To retrieve the best results, the ongoing need for marketing can be factored in your store budget along with the initial estimate of designing and creating the store.
Ways to maintain relevancy and competitive
It’s now the time to say yes to e-commerce, consumers have got the taste of convenient purchasing through online that lets them deliver their products at their doorstep. But if your shop doesn’t render for online business, there is the risk of losing customers to your competitors.
This is true when you cater to busy people. For instance, You sell products for toddlers or babies, the moms are your target audience, as they are typically busy making a store purchase, they would look for a convenient online shopping option. These moms would make an online purchase and refer their friends too.
The E-commerce platform is the best option for your small business, as it allows convenient payment methods like Paypal, Apple pay, Stripe and credit cards.
An e-commerce store can have these features of payment options more than a physical store. Ensure to have an SSL displayed clearly before your domain name for customer’s information’s security and safety purposes.
Cut down the rental costs
The important factor you consider to rent a space for your small business is the location. Do you really feel happy with the foot traffic you generate for your location in exchange of the rental cost ?
By using the option of an online store, you would never require a physical location. You can store the inventory in your basement by checking the zoning and tax requirements. But if you opt to maintain a space where customers visit for making a purchase, then you could rent an affordable space.
Instead of using a location as a source of advertising, your number- one priority must be online marketing. Thereby, the money you save on rent can go for your marketing efforts. There comes a flexibility in terms of your daily schedule, if you transit completely to e-commerce.
For instance, the orders can be processed and responded to customer emails at any time. You have to consider attention towards the post office closing time as you have to send your packages on time.
B2B Content Marketing that Works
Understand your Customers
B2B content marketing strategy involves understanding your target audience. There are two types that business strategizes their customers. One is the customer persona or the buyer. The buyer persona is the one opted as your ideal customer. It is not depicted as a real person but a caricature of the preferred ideal customer. While you create your buyer persona you would define their company type, job title, and their challenges faced.
You could refer to year real customers in case you don’t want to create an imaginary customer. You will include the similar type of information about your real customer as mentioned for the customer persona. In this you gather the customers data that are very similar as done for the customer persona.
You will review all your customers and will identify their shared characteristics. You can even pick one or more customers to fit your target audience. All of the available information about the customers should be analyzed. Interviews must be conducted with your customers for understanding why they prefer your services.
By creating a buyer persona or using information of a real customer will make you understand who tends to purchase your services or goods you offer. Understanding your target audience will eventually add value and profit to your company.
The customer’s information can be given to your copywriters and sales team for using it while creating your sales pages also referring to this information on creating your B2B content marketing strategies. This may lead to an understanding of customers problems and motivations to identify the marketing channels and topic to cover.
How to map your customers journey
As you understand your customer, you want to review the customer journey for building an established business. There involves a complex process while tracking your customer’s journey. Your customer might have undergone multiple touchpoints before making a purchase.
Many customers generally engage with your company using different channels of their customer journey. For instance, they would find you through your website blog and check your Tweet on the social media. After two months they would purchase your product and accord your company on their mind.
The customers would visit your site and would indulge to engage with your chatbot. After researching the product on your review site they do purchase. This sounds a little complicated customer journey, though it’s a lot simpler than the one your customers go through.
Tracking your customer’s journey amidst multiple channels brings a headache. Many companies don’t intervene to track their customer’s journey. Few companies use specific expensive tools to track the customer across a multitude of channels. The minority track the major portion of the customer’s journey.
With the available information you can bring the pieces together for your customer’s journey. This renders to be the easiest for achieving through interviews. Another way is to access the data for utilizing the customer’s journey.
Perform Competitor Analysis
The research for your B2B content marketing strategies usually spys on your competition. It serves to give a more business-friendly name by opting for an undertaking competitor intelligence.
Competitor intelligence guides you to understand the fact about where your competition is gaining success. By understanding the concept of what is doing right or identifying what serves long, that leads to improve your business planning.
You have to list the ideal outcomes from the research you made, before accessing your competitor intelligence. Few points to explore such as :
- Channels they use to share your content.
- The highest level of engagements in specific channels.
- Do they publish more often ?
- Does their site exhibit more traffic or popularity in important pages?
- By these features you would get an idea.
Insights can make you get customers more quickly or it may even sidestep the blunder mistakes to cost your company’s valuable resources. If your competitor has made an expensive mistake that would cost them thousands of dollars to spend, this is considered to be pretty silly if you repeat the same kind of mistake.
B2B Content Marketing Strategy creation
After the completion of your research you can strategize your B2B marketing plan. The strategies involved in the content marketing should be based on the insights you gathered through your research.
There are many content marketing strategies that incorporate a part of digital marketing. You might have even paid advertising budgets for television, newspapers and magazines. Whatever channels you use for advertising the end goal still remains the same. You have to create a B2B content marketing strategy for making everyone understand through sharing.
There are few questions to answer at the end of the planning stage :
- The marketing channels which you use?
- What kind of content do you publish?
- How often do you publish content on every channel?
- Ways to promote the content?
- Ways to convert the leads into customers?
- Who can do the assigned work?
You should justify the answers for the insights you obtained through your research. The above mentioned questions are just the top-level questions to answer. There’s lot more work before prioritizing your B2B content marketing strategies.
For instance, If you are destined to develop a blog content, then you have to work on specific keywords that are rich to rank higher in SEO. You have to ensure who will be writing the content and the ways to improve the blog.
For the quarter first you have to create a comprehensive plan and for the later layer you go with the broad brushstrokes. It consumes enough time to create a comprehensive B2B content marketing plan. But it ensures to significantly pay off later after developing an appropriate strategy.
The Key Performance Indicators
The content marketing plan leads you to track your campaign’s success. Most of the companies use KPIs (Key Performance Indicators) to track their success.
The financial target serves as a primary KPI for your content marketing plan. For example, If you have to generate $100,000 this quarter through content marketing. You have to put a system that tracks attribution to split that $100,000 towards various marketing channels you use. For instance you can generate $40,000 from advertising in the magazines and $60,000 from your blog.
You can then understand how a department member of staff will help you to hit that goal. Lets consider the blog’s revenue as an example. There are few hypothetical performance metrics you can use like:
- Publishing one blog article per week.
- Publishing 20 guest posts on authority blogs per month.
- Gaining 500 new subscribers in your email list per month.
- Increasing the number of website visitors as 3k per month.
These goals must align with your primary B2B content marketing goal. This can logically break your KPIs down and imparts suitable plans falling in place.
Revenue serves as an essential goal in the B2B business. Besides are some additional factors crucial to be considered to your business:
- Showcasing the quality of your service or products.
- Gaining audience trust.
- Pertaining the customers on reliability and making them your brand ambassadors.
- Practising to overcome sales objections.
Prioritizing your resources as they are limited or precious. The goals you keenly focus on.
Once you decide your priorities then you can utilize the available data to track relevant metrics and look if you succeed in your content marketing strategy.
Some features may work for other brands that might not necessarily work for your industry or business. You have to look out for your business goals and must focus on relevant metrics.
Ways to create and promote your content
Strategizing your content creation and maintaining a timeline can lead to creating effective content. Team collaboration plays a vital role for creating content with setting deadlines.
The ways you promote your services or products usually vary on the basis of your business. LinkedIn presence is maintained for most of the B2B business and decision- makers at the companies. Based on the ratio of Content Marketing Institute, 66% of content marketers rate LinkedIn as the effective B2B social platform along with Twitter being 55% and Youtube as 51%.
LinkedIn serves the best way to reach influential people like senior executives aimed at decision-makers. You can connect with other people related to your industry and join groups relevant to your niche. Apart from LinkedIn you can promote your content on Twitter, Facebook, Youtube channel and email marketing communications if you owe one.
Besides Social media, you can opt for direct outreach to put your content for producing in front of key decision-makers at the company you work with. This goes a three- step process:
- A list of relevant decision-makers are created for the companies you want to work with.
- Obtaining the contact details of these decision-makers.
- Showcasing your work by sending a short informative introductory email.
It implies to be a straightforward strategy that may however seem to be an abstract or ineffective. You can run the campaign without using any paid tools. But if you have a budget, it’s worth it to invest in some premium tools. For instance, you can use the Right Inbox for scheduling recurring emails.
This renders as a big timesaver when you run the outreach campaigns. You can even set up a series of automated emails that can be sent out overtime. Multiple emails can be mailed to a person that maximizes the response rate over a set time period.
Engage with your Audience
Content marketing provides your audience with valuable content also engages them to share, like and make comments on your content. If you are new to content marketing, people won’t trust your brand immediately. People will trust it with their friends, peers, colleagues or influencers they follow on social media. They usually trust the content shared by those whom they know. Here comes B2B influencer marketing lively.
The user- generated content is commonly associated with your business-to-customer (B2C)marketing for using the B2B brand. An example from tech giant IBM LinkedIn page, The IBM features projects and content from its users, the UN Sustainable Development Solutions Network. This kind of story is related to the COVID-19 pandemic that’s the current issue going on every person’s mind.
Engage with your users through giveaways and contests besides featuring product use cases. Cisco imparts the Innovation Challenge that grabs the attention of a diverse set of entries across the globe.
Method to track trends and review the results
Digital marketing is fast paced, hence it is mandatory to have a pulse of relevant trends for your content and must stay currently updated. Tracking trends adapts your strategy to remain relevant down the line.
You should continually review the results apart from tracking the content marketing trends. The content marketing strategy should sustainably evolve as a landscape and market change. Quick adaptability is the key to ensure that your brand remains competitive and relevant.
Text to Image Ratio in Facebook Ads
Billiards grabs your attention with the bold fonts customised with eye-catching graphics and bright-coloured in-your-face messages. Wherein, Facebook ads occupy the exact opposite approach.
Facebook ads lead to engage and reach with the potential customers that blend seamlessly in the newsfeeds. Minimal text focuses on high-quality images, simple and straight forward messages. The best performing ads on Facebook includes images with no text or little text generating 20% rule. It depicts to run an image-based ad on the Facebook with 20% text.
Check the article of complete guide illustrating the creation of Facebook ads. Now its time to download your free Facebook Advertising Checklist.
The 20% Rule of Facebook
The Facebook ads are only allowed to incorporate 20% text along with the images. The 20% Facebook rule is applied to carousel ads and single images that substantially run on Instagram and Facebook.
Some key exceptions are exhibited as follows
The 20% rule is applicable only to the text that includes images in the ad. This does not imply for the text on your ad outside the images such as a call-to-action button or the description copy. Exceptions of 20% rule includes album covers, images of book covers, video games, event posters and few product images which contain text.
Text-based logos does not exemplify exception to the 20% rule as it can be counted as text while Facebook review your images.
What does the Facebook 20% rule illustrates?
It significantly depicts to engage on the newsfeeds and what the users want to see. Less overlay text ads perform predominantly better than images crowded with text. Thereby the 20% rule creates a better experience for the advertisers and the users.
The Text Overlay Tool of Facebook
The Facebook ads are reviewed for examining how much of the images covers the text. Creating a Facebook ad is quite tricky for evaluating the exact percentage of the text covering your image. But Facebook exhibits a tool for checking your ad before submitting for a review. The tool can be accessed right here.
Acceptable Text Overlay Ads
The best approach is to use little or no text while creating a Facebook ad. The ideal ad image includes no other copy and only a small text-based logo. Simple image comprising ads blend into users newsfeeds and generate engagements accompanying exposure among your target audience.
Minimal Text Overlay Ads
The minimal text overlay ads requires an extra line of the text. This kind of image technically passes the 20% rule, if the extra line of text is incorporated you risk your ad being seen only by fewer people. Rather than adding copy to your image, you can opt to add directly into the body copy of your ad.
Excessive Text Overlay Ads
The excessive text overlay ads are the exact example what Facebook does not want to see. This type of ad contains too much text over the image. The displayed information can be easily incorporated into the body copy of your ad giving a cleaner look in the user’s newsfeed. It’s tempting to incorporate important information onto your images like this by risking your ad rejection by the Facebook.
The best way to grab the users attention on Facebook is by using an eye-catching image with no text. The 20% rule helps advertisers to effectively reach their target audiences and preventing users newsfeed from disruptive advertisements.
