Archive for the ‘Search Marketing’ Category

28% of Marketers Have Reduced Traditional Advertising Budgets to Fund More Digital Marketing

Wednesday, May 13th, 2015

Check out this week’s top 5 digital marketing stats! #TWT5

digital marketing agency

Key Takeaway:

Don’t be afraid to adjust your marketing and advertising budgets throughout the year. If one channel isn’t working as well as you’d hoped, do some research to uncover why it’s underperforming. Then adjust your strategy as necessary to get the results you want. (Stat Source: Business 2 Community)

Key Takeaway:

With all the talk about mobile marketing and mobile search, you may be tempted to leave the PC-side of things on the back-burner. Don’t do it. All platforms should be given the attention they deserve to ensure a stellar user experience. (Stat Source: comScore)

Key Takeaway:

If you’re not in the TV biz, you may be thinking “Who cares?” – Well, you should! Think outside the box on this one. If you know your customer demographics well, you can identify which shows they watch, and use these shows to come up with some creative marketing.

For example, create a quiz to see which character they are most like in the show and tie it back to your product or service. Or simply schedule your social posts to publish during the shows so your target audience sees them. (Stat Source: ShareThis)

Key Takeaway:

All too often, the products that fail are the ones that do not satisfy buyer needs. Seems simple in theory, but figuring out buyer needs and pain points is no easy task. When you’re developing a new product or service, make sure you perform extensive buyer research before bringing it to market. If you need help, hire a design and innovation consulting firm. (Stat Source: Regalix)

Key Takeaway:

Eight billion dollars. That’s a number that most people have a hard time even comprehending. As a marketer, it’s up to you to determine how much money of your total budget to allocate to social media marketing. Make sure you’re choosing social channels that work for your business. If you need help, drop us a line and let’s have a conversation about your marketing. (Stat Source: Sarv)

74% of Consumers Say They are More Likely to Return to a Mobile-Friendly Site

Wednesday, May 6th, 2015

Check out this week’s top 5 digital marketing statistics and key takeaways! #TWT5

Digital Marketing Agency - Mobile-Friendly Websites

Key Takeaway:

This statistic is a big part of why Google started rolling out mobile-friendly website algorithm updates, fondly referred to as the big Mobilegeddon announcement by us search engine marketers. Despite the ‘big’ announcement on April 21, Google hasn’t penalized sites that are not 100% mobile friendly. Rather, they are just giving mobile-friendly web pages a little boost in mobile search results, but leaving everything else pretty much unharmed. (Stat Source: Google)

Key Takeaway:

Live streaming video is the hottest online technology right now. See how you can come up with creative ways to use live-streaming content to your advantage in your marketing campaigns.

Twitch.tv is known in the gaming world as the place gamers go to watch other gamers play. It was recently acquired by Amazon. So it is definitely a niche product, but there are other, more general live stream platforms you can use, such as YouTube, Livestream, and Ustream.tv. Don’t forget Periscope which is convenient to use with Twitter. If you are in a niche industry, try to find a niche live stream service, like Picarto.tv for artists and graphic designers, or Livecoding.tv for programmers. (Stat Source: MOZ)

Key Takeaway:

What was once meaningless just a few years ago is now part of everyday Internet culture and mainstream vocabulary. The #TBT hashtag really started taking root around April 2012, when it began surpassing mentions of “Throwback Thursday.”

Using popular trends such as this is a great way to illustrate the culture of your brand to your customers. Utilize trending topics and hashtags in your social media posts and find unique ways to tie your brand into the message to get more eyeballs on your company. (Stat Source: The Twitter Blog)

Key Takeaway:

Customer reviews are extremely valuable. They can make or break products. The idea of deceptive or fake reviews is disturbing to business owners, and rightfully so. Many fear that competitors will write negative reviews posing as real customers to try and sabotage the business. However, marketing researchers at the Kellogg School of Management have recently discovered a unique type of deceptive review – written by a company’s best customers.

These customers posted reviews on the website of a prominent apparel company. In a nutshell, research found that the customers did not purchase or use the product they reviewed. However, they felt like they were so familiar with the brand and its products (they have on average each purchased over 100 items from the retailer) that they view themselves as “self-appointed brand managers.” They think it is their duty to guide the company to be better.

It is your job as a business owner to monitor online reviews of your products and services and do the best that you can to keep them legitimate. (Stat Source: KelloggInsight)

Key Takeaway:

Gmail is now the top email service, above Hotmail, Yahoo and everyone else. So when you’re checking your email marketing templates to see how they render on the top platforms and devices, you better make sure that they look good on Gmail and iPhones. And if you’re a rock star, you’ll make sure they look good on the other top platforms and mobile devices as well. (Stat Source: Google)

Google Controls 87.1% of US Mobile Search Query Volume

Wednesday, April 22nd, 2015

Check out this week’s top five digital marketing stats! #TWT5

Liberty Interactive Marketing - PPC Management Agency

Key Takeaway:

This is an even higher percentage than what they control in desktop search, which is 67.6%. What does this mean for you as a marketer? It means that when they make announcements about mobile search, like their Mobilegeddon announcement that was made yesterday, you better listen and follow their advice. (Stat Source: StatCounter)

Key Takeaway:

This statistic comes from a fascinating new survey that was designed to answer the question “Why do Millennials use Facebook and Twitter?” As it turns out, more than 90% of this generation uses Facebook, while fewer than 4 in 10 use Twitter. Surprised?

Millennials say they primarily use Facebook to keep up with friends. Their main use for Twitter is to see what’s trending in the social media world. These are extremely valuable insights to keep in mind when crafting your online marketing campaigns. (Stat Source: Media Insight Project)

Key Takeaway:

Not only is this method considered one of the most effective, but it’s also one of the easiest to execute. When you’re performing A/B testing on your landing pages, just make sure you always test one element per test. If you change 2 or 3 elements at a time, you’ll have no idea what led to your increase or decrease in conversion rate. (Stat Source: Ascend2)

Text is an important component of all content marketing strategies. However, don’t forget about pictures. Infographics are one of the most popular forms of visual aid and can really help you capture the majority of people’s attention. (Stat Source: Zero Gravity)

Key Takeaway:

If you’re marketing to teens, don’t pour all your money into those smaller social sites you think they spend all their time on, like snapchat and reddit. Yes they use these sites, but the big dogs still steal the majority of their time. After YouTube, 63.7% of teens use Facebook, followed by 56.4% that use Instagram. (Stat Source: NuVoodoo)

Need help navigating the ever-changing world of online search? Get in touch with us today.

5 Easy Ways to Increase Website Conversions

Tuesday, July 1st, 2014

Most would agree that the main goal of most business websites is to generate leads and sales. It’s the whole point of driving traffic to your site and spending all that time and energy trying to engage your visitors. When a visitor leaves your site without providing any information, you’ve lost the opportunity to nurture that relationship and convert that person into a customer.

increase website conversions

We’re helping you to improve this goal by providing these five easy ways to increase website conversions.

Effective Calls-to-Action

If you have a low conversion rate, it may be time to analyze your Calls to Action (CTA) across your site pages. As a tip, it’s best to include a variation of CTA’s based on your customer lifecycle. Here are some other elements to keep in mind when creating effective CTA’s:

  • Perform A/B tests on elements such as color, language and placement. Great tools for this Optimizely and Unbounce.
  • Be clear and concise.
  • Provide value. DO NOT just use “Contact us” as a default.
  • Make your CTA stand out from other elements on the page.

Read how we helped one client increase their conversion rate 381%.

CTA Positioning

Once you have the main CTA details down using the tips above, you can begin thinking about the positioning. One of the more common placements is at the end of your text, whether a blog post or main page of your website.

While this placement is effective, don’t ignore the rest of the page. For example, placing a CTA both above and below the fold may help you increase website conversions. Additionally, sometimes placement on the right sidebar helps increase conversions, but ultimately you’d want to test this out on your own site to see if it works for you.

A final tip on CTA positioning – adjust your CTA positioning to compliment your business funnel. This means placing your top-of-funnel type offers on top-level pages, and middle-of-the-funnel offers on pages where the visitor gets to dig deeper.

Landing Pages

Online advertising that uses landing pages typically sees a conversion rate improvement of at least 25%, testing can double this number. – Omniture

Landing pages are critical in generating website conversions. They offer a way for you to direct your visitor towards a specific action without the typical distractions included in the full website. Your landing page should include the following elements:

  • A headline and subheadline
  • Description of the offer
  • Captivating image (avoid stock photography)
  • A form to gather visitor information
  • A fast load time (A one second delay in your site speed can result in a 7% reduction in conversions – KISSmetrics)

Remove the website navigation from the landing page to remove the temptation to navigate elsewhere on the site. As with the CTA, you should constantly test your landing page to see what language, formatting, navigation schemas and other elements work best.

Forms

Forms are the key to converting visitors to leads, so it’s important to take the time to create the most effective forms you possibly can. The more fields you ask the visitor to fill out, the better you will be able to qualify the lead. However, if you create too many fields, you risk losing conversions, because people are hesitant to provide too much information. A few things to keep in mind with your forms:

  • Reinforce the fact that they can trust you. A link to your privacy policy is usually sufficient.
  • The more valuable your offer, the more information you can typically ask of the visitor.
  • Be cautious of asking for sensitive information people may not want to share.
  • Set expectations and deliver on your promises aka give them the offer right away.

Get the fifth way to increase website conversions by downloading our eBook (below) with the 25 Website Must-Haves to drive traffic, leads and sales!










The Semantic Web. An Introduction.

Thursday, March 27th, 2014

The web has been in a constant state of evolution ever since the birth of the internet, and we are entering a new phase which focuses on making the web more connected, more open, and more intelligent.
semantic web
There has been much debate about what to call this new phase of the Web. Here are some of the most common names being used today:

  • Web 3.0
  • The Intelligent Web
  • Semantic Web

Timeline and Definition

Web 1.0 was, as it infers, the first generation of the World Wide Web. During this phase, the focus was primarily on making it accessible to everyone, building it out, and commercializing it. The main areas of interest were centered on:

  • the creation of Web sites
  • Internet access through ISPs
  • the first Web browsers
  • open standard markup languages such as HTML and XML
  • Web-centric software languages such as Java and Javascript

Web 2.0

web 2.0
Web 2.0 refers to the second generation of the web which began in the early 2000’s. The focus of web 2.0 is centered on:

  • AJAX
  • Social Networking
  • Collaboration
  • Social bookmarking
  • Media sharing
  • Wikis
  • Communication tools
  • The emergence of the mobile Internet and mobile devices

Web 3.0

Web 3.0 is the common term being used to refer to a third-generation web. This new phase began around 2007 and is focused on the user experience. More specifically, Web 3.0 makes it possible for machines to better understand information in order to provide the user with a more productive experience. Some of the main areas of interest include:

  • Microformats (see also Schema.org)
  • Resource Description Framework (RDF), an official W3C Recommendation for Semantic Web data models
  • Vocabularies such as OWL and SKOS
  • SPARQL, the query language for the Semantic Web
  • Inference (reasoning over data through rules)

Once a computer can understand the meaning of words, such as the difference between a person, place, and event, it can start helping you engage with and organize these things. For example, let’s say you get an invitation via email for a party. If it is marked up as an “event” and includes an identifiable date and location, you can simply tell your computer to save the event to your calendar. Here is a YouTube video that gives a great simple intro to the Semantic web.

While it’s important to understand the basics of Web 3.0, it doesn’t mean you need to immediately throw away what works today and recode your website. Rather, the semantic web is intended to solve simple problems and adapt to current behaviors and usage patterns.

However, it is highly recommended that you start including microformats into your webpages, the earlier you can start the better. Web technology moves like fire so you’ll be that much ahead of the game and won’t be trying to catch up.

Need help incorporating semantic web technology into your mobile and web platforms? We can help. Call us at 818-806-3868 or contact us today.

Changing Site Latency to PageSpeed

Thursday, November 1st, 2012

For a few years now, Google has been more than hinting at the fact that site latency (how fast your site/pages load) is going to have an impact on your visibility. Why? Well, for one, users are tired of waiting. Over a decade ago waiting three minutes for a page to load was acceptable but these days anything more than 3 seconds can cost you valuable visibility and loss of visits. Users don’t want to wait for pages on your site or elements on your site pages to load and neither to search engines.

Rocket Man (I Think It's Going To Be a Long, Long Time)
peasap / Foter / CC BY

New Tool: PageSpeed Insights
A few weeks ago Google launched PageSpeed Insights. We are ecstatic about this new tool since we have been pulling from various tools ourselves for creating site assessments and while we believe this doesn’t necessarily cover everything, it does help in prioritizing and figuring out how to make your site faster – and for that- we give three cheers.

We love that these tools make our job easier and faster so we can do more for our clients.

Find out how to make your site faster here.

After that, call us for a full Technical and Marketing Site Assessment to get your site in tip top shape.