Imagine, that seven years ago you opened a store selling wireless speakers and headphones. Most users simply do not know that you can listen to music without using wires. There is simply no generated demand for such a product.

That is why it will not be possible to get traffic from SEO or contextual advertising for search queries at the initial stage. And it is precisely for such an area that targeted advertising on social networks is ideal.

Advertising, in this case, takes the form of ad units in the news feed, in Instagram stories, and, even, in Facebook Messenger. Often, advertising is indistinguishable from a regular post with a picture or video, by clicking on which the user is taken to your site, page, or message.

When promoting on social networks, special attention should be paid to the design of advertising posts or videos that can convey the novelty or uniqueness of your products.

Pros of SMM:

• Usually, CPC (cost-per-conversion) is cheaper than PPC (pay-per-click) advertising.
• Suitable for both goods with formed and unformed demand.
• The retargeting feature will allow visitors who have been on your site to remind themselves by showing the product or service they were interested in.
• Very large reach audience. This type of advertising works well for brand awareness.
• Lots of tools and the ability to fine-tune the interests of users and even the radius of their location.
• In addition to targeted advertising, you can work with popular bloggers and opinion leaders.
• It works great in conjunction with SEO promotion or contextual advertising, increasing the number of touches with the client.

Cons of SMM:

• It does not always give an instant result, since ads can be shown to users who are not currently looking for a product or service.
• Not suitable for all business topics.
• More thorough moderation of advertisements for content that violates Facebook policies.
• It needs to attract additional resources to create videos, photos, and texts.
• Constant monitoring of comments and messages is required.
• When maintaining pages requires systematic posting.

Email Marketing

The first place to start implementing email marketing is with your subscriber base. If you don’t have it, start creating it now.

This can be your customers who left their emails in your CRM system or on a form on your website, or blog, or the ability to sign up for discount notifications in your online store when registering.

Pros of Email Marketing:

• Very cheap cost to send an email.
• A quick way to notify a large number of customers about promotions and news.
• Newsletter subscribers are a very loyal audience.
• Great for commercial and informational projects.
• The possibility of deep analytics of the opening of letters, their delivery, and clicks.
• Almost every internet user has an email address.
• Easy setup and integration with email marketing services.
• It can increase the number of repeat sales, which increases the ROI on user acquisition.

Cons of Email Marketing:

• The costs of content, design, and layout of letters.
• Emails may not end up in the inbox, but end up in promotions or spam.
• Time spent collecting and segmenting subscribers. Without an established base, you simply will not have anyone to send letters to.
• Negative response when mailing to purchased databases.

The main advantage of Email Marketing is the ability to send automated threads or trigger messages.

For example, you want to conduct a paid training in a month. On the landing page, you can create a lead form, when filling out which, during the week, the subscriber will receive five letters with tips that will help in deciding to sign up for your training. Or you can create email notifications about products that the customer added to the cart and didn’t buy.

Picture Credit: Pexels

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If you are striving to improve the position of the company right now, you cannot do without the old and familiar internet marketing tools. Moreover, this year some of them will bring surprises.

1. Content marketing

Content remains a key element of online marketing for a number of reasons:

• it is a base on the quality of which the success of other areas depends: SEO, SMM, newsletters, etc.;
• you decide which format of content you prefer — detailed blogs, short posts on social networks, videos, infographics, or a mix of all of the above;
• this is one of the most inexpensive types of online promotion with a high percentage of leads.

2. SMM 

High-quality content is ready — excellent, now you should think about its promotion in those social networks where your target audience “lives”. The number of advertisers is increasing, the cost of ads is increasing, which means that costs for paid advertising are growing and it’s becoming harder to attract customers. Therefore, it is important to know the basic algorithms and how they affect the position of the company.

For example, the Facebook algorithm introduced in 2017 is responsible for the principle of ranking videos in the user’s news feed.

The values ​​are:

• user preferences — they watch videos or scroll through;
• user interest — watch the entire video or just the beginning;
• involvement — whether they like posts with video content, share them with friends, leave comments, etc.

Based on these criteria, a personalized selection of video content is made in the feed of each user.

Tip

You should not strive to fulfill the plan by filling in the blanks with random clips. Only the content requested by the audience is quoted.

3. SEO

Every day, search engines process more than 6.5 billion queries — an impressive number. In 93% of cases, people go online to find the information they need, and in 79% of cases, they use Google.

Facts to Know:

• 51% of traffic to business sites is generated through organic search, another 10% is obtained using paid search, and 5% is redirected from social networks;
• in half of the cases, requests consist of 4 words or more;
• long publications containing more than 1000 words are more important than short ones in terms of ranking;
• requests from smartphones have become more popular than searches from other gadgets;
• 30% of requests from mobile phones relate to a local search for goods and services.

Tip

The priority is to optimize the content of the site for mobile and voice searches. Small businesses should consider the opportunities that the growing popularity of local search provides. At a minimum, add company data on Google Maps and in the databases of other virtual maps.

4. Analytics

Without tracking key metrics, it’s impossible to figure out what needs to be fixed and how to do it. The new version of Search Console, launched by Google, will help facilitate work. Among the useful functionality:

• access to business account data for 16 months — now you can view the items in the results for this period and compare them with current data;
• performance report showing search traffic, its sources, user requests (including from smartphones), pages with the largest and smallest CTRs in search results, etc.;
• an indexing report that gives an understanding of which web pages the site has been indexed and what to do with those that generated the error.

5. Understanding customer psychology

People are under the vigilant attention of brands, every minute trying to impose their goods or services — on the street, in transport, on TV or gadgets. The vast majority of such advertising not only does not help the client satisfy his needs, but is also specifically annoying. Hence the banner blindness and blocking of advertising messages: every 5th user does this.

Tip

Customer loyalty is not won by low prices, but by communication built on sincerity and mutual understanding. Reach out to readers as if they were your friends: show the importance of their opinions, be positive, respond to comments in time.

Picture Credit: Unsplash

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The purpose of this article is to confirm or disprove the influence of Google+ service on the formation of search results, and these words will be explained by well-known and well-known mechanisms with examples. Many publishers have already published information about the benefits that are open to users of the social network Google+.

Based on data from the social system, Google has every opportunity to introduce new and very promising technologies. Strangely enough, but the information that some well-known world brands receive from the staff of Google recommendations and advice how to improve or change the promotion strategy is sounded.

To date, Google+ can not be fully referred to as a social network, but it provides users with all the necessary capabilities for communication and obtaining various information. At the same time, the impact of Google+ on SEO is quite tangible and confirmed. If you regularly use Google+ services, the company automatically receives information about your preferences and views.

This information is very relevant for advertisers who can flexibly adapt to the interests of users. In addition, the presence of buttons on the sites Google+ allows you to show them in blocks of paid advertising in higher places, which also plays an important role for the development of their own business. Now a few words about how the impact of Google+ on the promotion of the site as a whole.

Many brand and well-known companies seek to update their information in their personal Google+ account in any way, which positively affects their ranking in the SERP. Even with a minimal number of subscribers, such companies can count on high places for certain groups of requests. Marketers are sure that the constant addition of new and unique information to the page in Google+ will allow customers to achieve even greater opportunities.

Thus, the right interaction with the social network Google+ is a positive moment for the promotion of commercial and general resources.

Image credit: Google

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The first thing to do is forget about “stupid” videos with young children, funny animals, dances or crazy stunts. It’s all an un-targeted video, although it’s gaining thousands of views on the web.

Pay attention to the video, which accurately hits the target, in a certain theme or market niche. A company that provides real estate services can rent an exciting video about country houses or make a presentation of their company. Nightclub simply has to show the atmosphere in its establishment, famous visitors, good music in the background. A programmer must show the results of his work – a complex computer project, which works flawlessly.

The Google search engine ranks video from YouTube with a special “preferential” method. Therefore, it is possible that a high-quality video will be released into “top” queries on the key phrase. This is the most important, because the cost of creating a video will pay off with interest.

There is a logical question, how to transfer traffic from video to your site. That is, how to entice a potential client? There are several ideas:

– make an offer for a free bonus on your website (reports, consultations, demos, MP3s, etc.)
– ask people for their opinions or invite them to participate in a survey that will be on your site. Successfully combine this method with some “freebie”.
– Do not share in the video on YouTube all information or history. Get people to go to your site.
Here you need to know a bit of psychology. While you own the attention of people, you must skillfully encourage them to visit your site. If you do not offer specific instructions for the transition, then a person will simply go to watch other videos on YouTube.

But first of all you need to create a competent video. Here are some guidelines for creating:

• Brainstorm with customers or friends. This method has long been known. Collect more people and offer them a reward for a good idea for the video. It’s no secret that all people think differently. And a variety of ideas are born in their heads.
• Individuality is the secret of success. Nobody makes you create a blockbuster like that of Spielberg. The main goal of video marketing is to establish a strong connection with the audience. To learn about the videos you like, just type in Google “popular videos”. See what will be found in the results. This will be the ideal model for creating a viral clip.
• Viral video should entertain the audience. The most important thing in a video is to send a marketing message. If you are carried away by continuous advertising, then the viewer will quickly determine this, and there will be no viral effect. First of all, you need to entertain the audience, weaving the advertising idea.
• Duration of the video. Popular videos always last no more than 2 minutes. This interval is sufficient for the maximum result from the views. If you have a video much longer, simply break the information into several parts.
• Use the video editor. The viewer will go to your site if he receives a specific instruction in the video. And how to write words on top of a video? To do this, use the video editor Windows Movie Maker, or other similar to it. With the help of video editors you can make text in video or beautiful special effects.
• Think of an intriguing title. It is very important. Good or “catchy” headlines attract many viewers at once. And if the name is not interesting, then no one will open the video.
• Help in creating a video. If you doubt your abilities, then you can create a video with the help of other people. Advertising agencies are well versed in this topic. All their activities involve attracting customers, so they can easily make a quality viral video.
• Download the video and the following plans. After uploading the video on YouTube, you need to look at the activity of the viewers in it. If it is not enough, you will need more videos, but do not forget to put a link to your Internet resource at the end of each. Keep an interesting conversation in the comments to your videos.
• Select a category. When uploading a video, select the relevant category. The closer the topic of your video will be to the topic of the category, the more targeted viewers will go to see it.
• Pick up bloggers and add a video to social networks. Famous bloggers who are popular on the web can collect in their diaries a suitable audience for the promotion of your video. Send them by email your video or a link to it. There is a chance that the blogger will create a viral effect. Create your own pages in social networks, there is also a target audience that can be attracted by your video.

After all the action, you just have to watch how the audience treats your video. Communicating in the comments can help in the promotion of your video. The more popular your video becomes, the more there will be a transition to your site. So, its position in Google will rise.

Image credit: Pexels

The post How Viral Video Has The Potential To Promote Your Brand appeared first on SEO TECH GUEST BLOG.

Internet marketing for the successful implementation of the strategy and the achievement of the goal set for a specific project uses various communication tools. For the correct selection of tools (combination of tools), Internet marketing requires a marketing analysis of the project, a clear statement of purpose and a systematic approach to the implementation of the strategy developed.

Internet Marketing Tools

1. Website
The main tool of Internet marketing is a website.
The creation of a website, its correct positioning on the Internet and reasonable use give the owner enormous opportunities and prospects:

strengthening the image and position of the company in the market;
implementation of operational marketing and sales activities;
fostering successful competition in the market;
creation of a favorable ground for further activities and development of the company.
Most Internet marketing tools have an intermediate or ultimate goal of attracting users to the company’s website.

2. Search engine marketing (website promotion)
Most Internet users start searching for a product of interest from a query in the search engine. Using such Internet marketing tools as search engine optimization and search advertising, the website gets the opportunity to be placed on high positions in search engine results.

Search Engine Optimization (SEO)
The goal of search engine optimization is to attract targeted users from search engines to a website, to organize site content in such a way that it is fully indexed and correctly displayed for each search query.

Search advertising
Text blocks that are placed in search engines and displayed in response to specific user requests are an effective means of attracting users to the website for high-frequency queries.

3. Internet advertising
Internet advertising is highly accurate coverage of the target audience, the ability to flexibly manage the budget and quickly monitor the effectiveness of the advertising campaign. There are two main types: banner and contextual advertising, each of which has its own advantages and specifics of use.

Banner advertising
Used to ensure rapid coverage of the target audience, strengthening the image and recognition of the advertised product.

Contextual advertising
“Intellectual” version of Internet advertising, used to attract the most interested in the product audience. It is shown on Internet resources in reference to their content.

4. Email marketing (direct marketing, direct marketing)
Email Marketing is a personalized e-mail newsletter. It makes it possible to disseminate information at a relatively low cost among a wide range of specific potential customers and monitor their reaction. (Not to be confused with spam – sending unwanted correspondence)

5. Marketing of social relations
Dynamically developing direction of Internet marketing, the methodology of which is to use relations between people to promote products.

Social networks, forums, chats, wiki
Discussion groups located on the servers of online services are the place of formation of communities of interest. They can function as a library, room for chatting (chat room) in real time and even as classified by subject directory of advertisements. Actively used as one of the elements of Internet marketing.

Blogging
Many companies use corporate blogs to publish corporate news, press releases, useful information for customers, and to organize intracorporate communication.

Sites of reviews, ratings
Sites publishing ratings and reviews of independent experts and consumers. Visitors to such sites are employees of representative offices of companies, distributors, retailers and ordinary users who visit the site in search of relevant information.

Online Conferences and Seminars
Represent the versions of the forums, limited to sending and receiving messages on a specific topic. On the Internet, thousands of conferences are held on a wide variety of topics: caring for indoor plants, eating healthy, exchanging views on an event, and so on.

Electronic bulletin boards
Specialized network services, whose activities are dedicated to a specific topic or group.

6. Viral Marketing
Viral marketing is Internet marketing, whose strategy is to develop a “virus” – an interesting advertising message for users, which they themselves convey to each other, perceiving not as advertising, but as entertainment. It differs in avalanche-like distribution of advertising material, which can be:

• provocative article;
• unusual site;
• video;
• cartoon;
• flash game;
• online service;
• hearing, scandal, etc.

7. Online Games
Online games with built-in advertising or branded elements are rapidly gaining popularity, providing numerous opportunities to attract potential customers.

8. Mobile marketing
Mobile devices with Internet access are becoming more widespread, providing Internet marketers with additional opportunities to attract a wide audience. Many websites are developed taking into account the capabilities of mobile devices.

9. Formation of public opinion (PR)
Internet marketing tool aimed at forming a positive image of the company by distributing textual information on third-party resources: distribution of press releases, work in the network press and news resources, custom articles, activity on thematic forums, hidden advertising in blogs, multi-pass loyalty programs and etc.

Each Internet marketing tool has its own peculiarities and specifics, which must be taken into account when choosing an effective tool for each particular project.

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When you arrive at the office, you check the mail and find out that Gmail also displays an ad about that same book, and you begin to feel that it is haunting you everywhere. Returning home this evening, you are looking for information for tomorrow’s presentation on the trends of planning the family budget, and the first site that you visit, also publishes its review. All, you can not stand this anymore. You just need to get to know her better. You drive the title of the book into the Google search box and find a page with information about the credibility and undoubted benefits of this publication, then immediately place an order for a copy of the book in the online store or even immediately download a copy to your Kindle or iPad.

The situation with the book is a typical example of the complementary use of SEO tools and brand promotion on the Internet. Search promotion, multiplied by branding, multiplies the interest to your brand, goods and services, which is expressed in the digital equivalent – sales growth.

Choose the right Internet strategy

Every seriously minded entrepreneur who is looking for the most effective methods of using search engine optimization understands that people do not make purchasing decisions based on objective facts. They rely on their own point of view, interpreting information about what they know about the product. People “digest” the accumulated knowledge about the product on an emotional level. But their knowledge really can (and should) be managed, and it depends on the wisdom of the Internet strategy that you choose as a model of behavior in the online environment. What does it mean? Expressed simpler: the use of only classic SEO tools gives you a place in the top, but does not give the main thing – increasing the credibility of your brand. You need to establish contact with the audience – the issue of positioning your brand should become one of the basic for you not only at the level of content on the site, you need to attract as many channels of influence to the audience, use PR tools to increase the loyalty of potential customers to your company and emotional contact with people.

In modern conditions, search engine promotion can not be just a search engine promotion. Those who want real results (not in words, but in figures expressing an increase in the conversion of the site and growth of the company’s profits) must move in all directions. To help them in this movement, to orient in the right direction, to cut off unnecessary channels of influence on the audience and to recommend a useful and modern professional SEO agency.

This SEO agency is always engaged in solving long-term strategic tasks of developing the client’s business.
But now most SEO consultants focus only on the technical aspects of obtaining the highest possible places in the SERP. At the same time, they ignore a much more significant thing – the correct supply of information about the brand on the pages of the site and the search for effective solutions to expand channels of influence on the target audience for the development of the company.

Why do SEO and branding at the same time? Both of these tools, applied competently, contribute not only to brand recognition, but also form and consolidate the credibility of your company. SEO + branding is a formula for success for many companies with serious development potential. You grow not only due to the primitive seizure of the top positions of search results, but also due to the information that spreads about you on the network and positively influences the image of the company, you use all sources of information about your company available to you (and promotion of the brand on the Internet, and conversion content of your own site, and search engine promotion tools), and then communicate to the potential customers and partners exactly the information you want to convey.

Inattention to branding is a costly mistake

Think of branding all the time. How does the brand information appear on the pages of your own website? How does your brand position on third-party sites? Affect this. Put all these tasks before your SEO-agency.

Do you think that in the eyes of the majority of your potential customers the first places in search results for the key queries for you also mean the high quality of your services or products? This is not so at the same time. Recently, more and more often consumers, before they buy anything, conduct their online research. Moreover, their decision to buy is influenced not so much by the high positions in search results, how much they read on the pages of your site, how satisfied they are with the information received, and what others say about your business or product.

Marketing in social networks and the media in our time is also becoming more and more important. Satisfied customers “work” free agents of your business and exchange links with hundreds of friends who, in turn, will distribute information about you among thousands of potential customers without paying for advertising. All you need to do is give them the right tools (texts, keywords and information) and then just walk away from their path!

This is literally inbound marketing, which, together with competent search engine promotion, provides “explosive” business growth.

Build your brand without buying “billboards”

Buying billboards for ads has already firmly established itself in the tradition of big business. As a rule, they worked on the development of the trademark by creating “advertising noise” on the roads and in crowded urban areas. However, the display of advertising provided the positioning of the brand, product or business only in the short term.

Common sense prompted SEO-optimizers that branding in a virtual universe should be conducted by other methods.

The combination of advertising and SEO can win decisive victories over the most effective offline PR-companies because of one significant difference – online advertising is always shown only at the right time and in the right place!

If you do not use a strategic approach to buying advertising space on the Internet, even if not on the most rated resources, this will resemble the work of billboards on the high-speed highway. A potential buyer may simply not notice the banner for which you paid thousands of dollars. However, by combining your marketing efforts with SEO, you will be sure that the ad will be shown to the potential customer exactly at the moment when he will be ready to respond to it.

However, the success of such an approach will only be possible if you fully understand the importance of the SEO component in the information research cycle and deciding on the purchase of your potential client.

How to Create a Successful Blog Strategy SEO

A strategically thought-out SEO promotion will help you build a trusting relationship with the audience, penetrate the mind of a potential customer and sow the seeds that will grow over time into a money tree.

Modern SEO works exactly the same. Therefore, any branding or PR campaign that ignores the role of SEO, are doomed to failure, or at least lose their serious potential. Today, launching a promotion campaign without a thought-out SEO strategy is tantamount to driving a car on a high-speed highway in a second gear.

Maybe you will reach your destination, but spend more fuel, it will take more time, and probably thoroughly worn out your equipment. This is simply unprofitable and inefficient. If you have six gears, you need to use all of them on the track, depending on the circumstances.

Your SEO efforts are the same fishing net with one exception – you catch people. The right people. Potential customers who are interested in what you can offer them. If they are looking for solutions to their problems, they should think that you can help them solve them, besides, they should think that you understand them deeply, empathize with them and tell the truth on your website. Only in this way will you be able to attract your ideal target audience and convert it to customers, customers and fans of the brand.

Synchronize marketing with SEO

Often recently there are discussions in the network in which participants talk about the choice that needs to be made in the marketing strategy between SEO and branding, proving that one is better than the other.

Unfortunately, this artificial separation leads only to bad results for your site. Both SEO and branding can work together, complementing each other and creating a synchronously much more powerful effect than individually. The impact of SEO-promotion, multiplied by branding, can be long, measurable and goal-oriented.

If the company does not make efforts to synchronize the actions for SEO and branding, then in the end, low-hanging fruits remain unassembled. The explosive growth of business does not happen.

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