The Website Marketing Group Blog

About The Website Marketing Group Blog

Michael Doyle - Managing Director of The Website Marketing Group

After 14 years of working in this industry, every day is a new learning curve which is why I love the job.

In this blog, you will find some of our findings on various “the best things of the web” to keep you up to date with the latest news in the Internet business.

From small businesses to Australia’s leading brands across multiple sectors and disciplines, this means we know what works and what doesn’t, allowing us to deliver tangible results that benefit your business where it really matters.

Whether it is a new brand identity-logo design, a social media marketing,  a complex website, an email marketing campaign or all of the above and more, our team can deliver the solution for your business.
Contact us today on 1300 911 772.

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Congratulations to the TWMG Team ! The Website Marketing Group has been successful in making the Smart50 for the SmartCompany Smart50 Awards 2011.

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YouTube Tips: Choosing Between Free and Paid Promotional Ads

YouTube Marketing

Just like when you use Google search for advertising, you have both free and paid advertising options with YouTube. The free ones include optimizing for YouTube search and social networking, while the paid alternative is using AdWords for video.

Now, It is possible for marketers to combine free and paid YouTube promo methods in a campaign. The fact is, if they do it the right way, each method becomes more effective. For example, if your get more video views with AdWords, that will help those videos rank higher in YouTube search. Moreover, in this post we will discuss about:

  • Using AdWords for videos to promote a brand on YouTube
  • Making YouTube videos which visible in search for free
  • Combining YouTube AdWords and YouTube SEO in a campaign

Google AdWords for Video? Why not?

Announced in September 2011, AdWords for video has been garnered a lot of attention ever since. Now the main questions is no longer a matter of whether or not to use it for YouTube promotion, but “how to use it”. Luckily, doing so has just become easier. Google simplified YouTube ad formats, which means it has now become easier to understand what format means what, where your ads will show up, and so on.

So, here are five AdWords for video options available to YouTube advertisers today:

1. TrueView In-Search Ads

“TrueView” is simply a name for a family of YouTube ads that allow you to pay only when people choose to watch your video—hence, TrueView. In-search ads appear in YouTube search. They are quite similar to PPC ads that show up in Google right next to “organic” search results. You pay only if viewers begin watching your video.

2. TrueView In-Display Ads

TrueView in-display ads appear as Suggested videos on YouTube (not to be confused with other types of display ads on YouTube). Again, one pays only when people begin watching the suggested video. These ads may also show up elsewhere on the Google Display Network, depending on your settings.

3. TrueView In-Stream Ads

TrueView in-stream ads are pretty much like TV commercials that run before a movie or a show. They can be of any length and they normally link to the advertiser’s website. They are also skippable, which means viewers have the choice to skip the commercial past the five-second mark. You get charged if viewers watch at least the first 30 seconds of your commercial. And, again, in-stream ads are found not only on YouTube but also across the Google Display Network.

4. Standard In-Stream Ads

Standard in-stream ads are just like TrueView in-stream ones, but they are:

  • Non-skippable
  • Either up to 15 seconds long (for videos under 10 minutes) or up to 30 seconds long (for videos over 10 minutes).

5. Banner Ads

Finally, you can purchase banners and flash banners with Google AdWords to be displayed to targeted viewers next to Suggested videos on YouTube or as an in-video overlay. With these display ads, you pay either per click or per impression. Now, what’s required to start an AdWords for a video campaign? Actually, all one needs is a Google AdWords account and a YouTube channel with at least one video on it.

Google AdWords Tools for Video

To find out what keywords and videos are popular with YouTube users (to place your ads in or near them), test them with YouTube AdWords Keyword Too, and then see which videos rank top for the most popular keywords. You can also check out Google’s Ad Placement Tool to locate hot spots across the Google Display Network where you could place your video ads.

Promoting Your Brand on YouTube for Free

If you don’t really have a budget to spend on AdWords for videos, there is another way to make your YouTube videos and channel popular. You’d need to optimize your videos for the right keywords. To discover what keywords are likely to bring traffic, you could use the already mentioned YouTube AdWords Keyword Tool.

You also need to use your keywords in vital parts of your video: the title, the description, and the tag. Also, make sure your video is in the appropriate category. The more views, shares, and embeds your video gets (and the more of it people watch), the higher it will show up in YouTube search. So, to increase views, share it with as many people across as many other networks as you can.

Get other vloggers’ (video uploaders’) attention by commenting on their videos, leaving video responses, subscribing to their channels—whatever works. What’s key here is to find the right people to connect with (by keywords, related videos, categories, etc.) Make it easy for viewers to find your website, subscribe to your channel, or learn more about you after they watch your video. Some vloggers articulate their call to action right in the video (it actually works) or put a link to their site first thing in the video’s description.

Free YouTube Promotion Tools

Use YouTube search to discover relevant videos and channels to engage with. There are software tools like BuzzBundle that let you mass-produce your YouTube marketing efforts, enabling you to engage with more people faster.

Combining YouTube SEO and AdWords With Great Results

So, if you wanted to launch an integrated SEO plus AdWords campaign for YouTube, what would you need to keep in mind?

It’s all about knowing how certain SEO metrics enhance your paid ads metrics, and vice versa:

  • Though not always possible, try to create multipurpose videos that can be used to promote your business in YouTube search and to appear next to other bloggers’ videos in the form of display ads. This way, the more views a video gets, the better it’ll perform in both types of search.
  • The title/description you assign your video in an AdWords campaign can be different from the one you create when uploading it to YouTube. So, technically, you can optimize one video for two sets of keywords, which again helps it do better in organic as well as paid listings.
  • Another important area where YouTube networking can help your AdWords campaign is targeting . If you’ve invested time into connected with influential vloggers in your niche, you probably know which ones have great communities around their channels. This makes it easy for you to choose what channels/videos to target with paid ads.
  • Finally, you can also resort to some smart remarketing to your YouTube viewers with paid AdWords ads. If you associate your YouTube account with your AdWords account (you can link more than one YouTube account to it), Google will let you show ads to people who have viewed your videos, visited your channel, or subscribed to/unsubscribed from it in the past.

So, those are the free and paid options you have for promoting your business on YouTube. As a video site with one billion visitors a month these days, YouTube can really be an effective promotion platform for your business. You need to know how to maximise these features.

Four Tips for Online Marketers Implementing User Generated Content

User-generated content (UGC) is not a brand new concept in the marketing industry. However, most digital marketers rarely treated UGC as an exciting way for engaging with consumers, building brand awareness, and gathering customers’ loyalty. With the recent acquisitions of multi-million dollar content companies like Instagram and Tumblr, major names in online business are further demonstrating the enormous value of content today. In a January 2013, over 700 digital professionals identified content marketing as the single most significant trend in marketing today.

So, what’s the position of contents in today’s digital era anyway? Content, in short, is king, so it’s incumbent upon brands to make good use of it. However, it’s never as simple as it sounds. With its many shapes and forms, identifying the right content to engage your customer and doing it at the right time on the right channel, requires strategic planning and resources.

One possible solution is to allow consumers to create content for your brand. The rise of social media and mobile technology has made every consumer a potential broadcaster. It is easier than ever for brands to solicit, collect, promote, and analyze content that comes directly from your customer base.

Why?

Nowadays, user generated content is easily accessible for both brand marketers and consumers because of the prevalence of smartphones and tablets. These gadgets make it easier than ever to take photos, make videos, draw pictures, and otherwise broadcast our thoughts and opinions instantly through numerous social channels. When done right, UGC campaigns that make it easy for your consumer to market on your behalf will lead to higher levels of engagement and provide actionable consumer data. Here are four tips for digital marketers implementing user generated content.

1. A Clear Call-To-Action

Although UGC can be easy to accumulate from consumers, it is important for brands to present a specific call-to-action that identifies the objectives of your campaign and outlines the desired contributions you are seeking. It is also critical to recognize that many participants in your campaign may initially just be there to view content, and don’t intend to contribute to it. An inspiring call to action or value proposition will help convert those who were simply bystanders.

Also, you must realise that there are many different levels of contributions you can reach, and each type of content has a different target audience. For example: it is far easier for a user to give a “like” or submit a picture than to create a video. Target the masses with simpler requests. On the other hand, target a passionate community of enthusiasts with things that take additional time and effort like video creation.

Your call to action should include two things: 1) very clearly state the type of content you are soliciting, and 2) provide users with an incentive, such as the promise of status/fame, a prize or exclusive discounts, in order to participate.

In addition, you should use the thrill of competition to get customers excited and their competitive juices flowing. You can also increase the volume of participation and engagement by making it easy for participants to share the campaign across their social channels.

2. Maintain Your Quality Control

One potential risk when opening your brand to contributed content from customers is the potential for your usual quality standards not to be upheld. This is why it’s essential to set clear parameters and expectations at the outset of a user generated content campaign. Offering incentives for winners will also place a premium on quality content by tapping into people’s competitive nature. This is good for consumers because it helps them elevate the quality of their submission, while also preventing results that are off-brand.

3. Depth vs. Breadth

One of the biggest ways for marketers to drive results is by taking steps to ensure their user generated content campaign provides widespread marketing value. Therefore, a key question to ask when planning a campaign is how it can be valuable to more than just those who actively participate.

While you will naturally receive fewer entrants in a contest that asks users to prepare an entry, the entries you receive will likely come from those who are more passionate about your brand or the reward opportunity. This is might happen because the majority of people participating in your campaign will simply view or interact with content rather than actually preparing and submitting their own entry, it is important to incentivize both content submitters and content viewers.

4. Authenticity

Do you know that 92% of consumers trust recommendations from friends and family and 70% trust online reviews, while the vast majority view paid online advertising with deep suspicion? This trust factor is one of the most important selling points for a UGC campaign. It’s imperative for marketers to make it authentic and consistent with the brand’s persona. And due to the wealth of information and content available in today’s digital world, authentic content is celebrated and more meaningful.

Authenticity shines through in the entries as parents share details on everything from a simple smile that brightens their day to community service projects that can make a big difference. Harness a more authentic and meaningful experience for your customer by driving a two-way conversation throughout your campaign — from the submission stage, to social sharing, voting, and beyond. However, be keenly aware that transparency is critical as any problems in the experience can be broadcast instantly by digital consumers across social media.

Conclusion

Good content always drives good engagement. User generated content campaigns are not new, but with the rise of mobile and social tools present even greater opportunities for marketers to increase engagement among a passionate group of consumers. When done well, these campaigns will lead to significantly increased brand engagement.

Longform or Shortform Content? The Answer Might Surprise You

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Few months back, there was a debate that has been blowing around whether shortform or longform content is winning the race for people’s attention. No doubt there are merits to both sides, but there seems to be some confusion concerning the topic.

For clarity, longform means articles, white papers and e-books of 2,000 words or more, while shortform refers to content of 500 to 1,000 words. Is there really a difference in their overall performances? Science suggests there is a clear distinction among those two.

Many of today’s Internet marketers swear by shortform content, citing a number of independent studies that indicate audience attention spans are falling and as much as 32 percent of users will begin abandoning websites in as little as five seconds if they are slow to load.

This doesn’t speak to the effectiveness of the format in reaching its audience in terms of visibility and findability through search. This is one of the most important advantages that longform content has over its counterpart. Search engine algorithms favor rich content that occupies the upper echelon where word counts are concerned, as do the habits of social media users in an environment oversaturated with bite-sized and intentionally misleading – read clickbait – info-bits.

Longform content ranks higher in search and allows brands to establish themselves more firmly in the minds of potential consumers belonging to their target demographic. The success varies by degrees as the relationship between the average content length and ranking position follow a bell curve, with articles closer to 2,500 outperforming those nearer 2,000 words.

What You Need to Know to Make It Work

Building a successful website or blog is about more than reaching a benchmark threshold and calling it a day. For longer works to have any impact on your conversion rates and traffic, they must be optimised for the Web. This is the perfect time to use long-tail keywords and broaden your SEO practices to encompass images as well. By incorporating visual content into articles of high word counts, you’ll be making things more scannable and therefore more appealing to readers who are time-deficient.

In this way, the negative associations that longform content has had attached to it by certain circles is negated and its biggest perceived drawback falls flat on its face. With 23 percent of people’s time dedicated to reading blogs and trawling social media sites for such content, you can’t afford to not give your audience what they want – and what they want is detailed, informative and well-researched reading material.

A Mix of Both May Be The Right Answer

All in all, it’s good practice to create a mix in your marketing and promotional strategies to have all your bases covered. Just don’t prioritise the short-term rewards of shortform content ahead of the rewards offered by longer material. The next time you come to writing anything directed at your online audience, give some thought to how it will be displayed and structured over 2,000 words or more. If you can do that, good things are sure to follow and your business will be poised to benefit.

4 Blogging Tips You Can Try To Improve Your SEO

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Latest research has revealed that there were around 47 billion web pages in Google index. However, trying to stand out among these multi billion pages is not an easy thing to do.

Online marketing is all about creating and nurturing meaningful engagement, especially for businesses with longer sales cycles. This means you need to build meaningful relationships with your page visitors so that they come to rely on you as an industry expert in your field and trust your message. This engagement is also useful to build SEO for your business.

Having a blog provides an effective platform not only for SEO, but also to enable every brand to build its brand image, increase traffic as well as raise awareness and brand reputation. A blog gives the space on which to regularly provide high-value, high-quality and fresh content for your users. This ensures you always have your visitors coming back, increasing engagement and consequently ranking.

In today’s post, we will share four reasons why blogging is critical for any content marketing strategy:

1. Fresh Content

Search engines are about providing users with the best UX. Therefore, they look for sites and pages with up-to-date and fresh content. Search engines give more weight for fresh content on current topics. They interpret recent updates as being more relevant and current than those of pages that haven’t seen updates in weeks or months. Search engines believe the former provide better user experience overall.

2. Keyword coverage and targeting

Keywords are still important item in terms of SEO. These present simple phrases or words most commonly associated with a certain field or brand. Until now, keywords have been improperly used, a technique known as keyword stuffing, in an effort to manipulate search engines and outrank competition in search results.

The result of keyword stuffing is incoherent, undeveloped content which turns away users from your brand, and which can attract penalties from search engines. Blogs are an ideal platform to generate and promote content in the right context around your targeted keywords. This can be through blogging on various topics and addressing key questions within your industry in each post. In the process, you can naturally incorporate your keywords and their variations without sounding artificial.

You can also create pages centered on various keywords to improve your page reporting strategy. Traffic driven to such pages from search engines will have used your targeted terms in their search queries. This way, you can understand how best to use queries and keywords for your content strategy.

3. Revamping your site

In the absence of a blog, a page can only have so many sites. While Google has been on recording saying that having more indexed pages in search results doesn’t mean higher rankings, larger sites are still more valuable in that you have more pages that could possibly be ranked for a certain query than smaller sites.

Running a blog on your site allows you to increase your web pages easily. Every new page is another page that can possibly rank for a certain keyword and another opportunity to provide value and engagement for users. You will have a better internal linking structure and provide more information to reduce your bounce rates and keep users on your site.

More pages mean more pages for backlinks, which can elevate your pages on search results. However, every new page must fulfill the criteria for top ranking – have high quality, relevant content with design elements appropriately applied to give the best user experience.

4. Improving the quality of your backlink profile

Each time you create high-quality, high-value content, you can actively promote your chances of securing backlinks. Readers and followers of your blog and content series will likely reference the content in other places. You can also find other resource centers that your audience frequent and asked to be included there.

Having multiple pages that provide useful information on different subjects and keywords in your niche provides linkable pages for those topics. This is the best way to earn non-spammy, high-quality backlinks from your peers and other authoritative sites in related industries.

Backlinks, despite the negative SEO, are still quite valuable, since they are endorsements for a given brand/webpage regarding its authority on the matter under discussion. What Google and other search engines want to see is high quality backlinks devoid of any manipulation. Blogs make this easy and possible, enabling you to build authority for your site through your back link profile.

Bonus: Eight fundamental lessons for running successful blogs

Maintaining your brand’s blog requires significant investment of time, financial resources and committed effort. Management of the blog will likely be through a content marketing/corporate marketing team, in collaboration with the PR team. This refers to larger, more structured organisations. For them, here are eight tips you need to understand:

  1. Research on and identify valuable keywords which have minimal competition and high query volumes.
  2. Always have a schedule drawn out for at least two months.
  3. Create a small team of editors and content writers who are always available.
  4. Ensure that every page is optimally written according to SEO best practices.
  5. Cross reference related blog content to fortify your internal linking structure.
  6. Ensure there are social sharing buttons to make sharing easy for users.
  7. Cross-promote related content within blog posts.
  8. Use social media and email marketing to promote new content as it is published.

Conclusion

Blogging offers useful tools through which you can provide high quality, valuable content that page visitors and hence search engines will like and reward. The additional pages just contribute to plumping up your site; they provide more space to improve SEO, drive meaningful engagement and traffic conversions as well as provide more value for clients/visitors.

SmartHalo: Turn Any Bicycle Into A Smart Bike

smarthalo

Bike riders all over the world would love this.

The SmartHalo attaches to the handlebars of any normal bicycle and, once paired with your smartphone, acts as a visual navigation guide, complete with turn-by-turn signaling. Yes, there are a number of ways you can use your smartphone to navigate a bike trip now, but they mostly consist of checking your handset or smartwatch, both potentially dangerous activities while steering a bike down city streets.

What SmartHalo does is provide a dead simple green lighting prompt, connected via Bluetooth to the app on your smartphone, allowing you to keep the handset in your pocket as you follow the color-coded navigation guides on the device. Simply input your destination into the device’s associated app, and SmartHalo will take over from there.

smarthalo-1

When you’re about to turn, the signal beams a white and green warning, and when you’ve traveled in the wrong direction you’ll get a red flashing prompt. Another lighting feature also notifies you when you get a phone call. In addition to serving as a visual guide, the device also connects with the smartphone app to provide biking statistics, including distance traveled, average speed and calories burned. Every time you’re away from your bike, you can still track its location on a map via the app. Plus, the weather-resistant device includes an alarm in case thieves attempt to remove it from your bike.

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Finally, the device also automatically detects nightfall, at which point it turns on a front-mounted headlamp. When you stop the bike and dismount, the light turns itself off. With all that lighting up, it might seem like you’d need to recharge the device daily, but the creators of the SmartHalo claim that its battery will last up to three weeks.

SmartHalo, which will retail for $149, is available for $99 for early adopters via a Kickstarter campaign that has already reached $39,000 of its $50,000 goal. The device will be brought to you by May of 2016, assuming the goal is reached.

Top SEO Tips for Social Media Managers (Infographic)

seo-vs-social

In today’s digital age, it is very important to know how to handle your business’ social media accounts correctly in order to improve your SEO results.

Nowadays, social media managers are expected to understand and master numerous strategies and techniques available, so their social media marketing campaigns can have a positive effect on your SEO. The key is knowing how to tackle your social media campaigns with the SEO mindset.

Want more? In this handy infographic, you’ll find some tips and tricks with social media to improve your search rankings.

seo-for-social-media-managers-infographic

Infographic credit:  Sproutsocial.

Why Do You Need To Create Your Own Personalised Content Marketing Strategy?

create-your-own-content-marketing

Any digital marketers on Earth are aware that “Content is King”. While the notion itself may be a little bit overused, it is by no means inaccurate.

Now more than ever it’s incredibly important to create a content marketing strategy and make it your your own unique content marketing strategy if you hope to drive traffic and boost brand awareness from online channels.

In today’s post, we will dive into a bit of background on the recent popularity of content marketing, why you need to develop a content marketing strategy that is unique, and shows you where to find some of the newest strategies to set yourself apart from your competitors.

The History of Content Marketing

The early days of digital marketing are reminiscent of the Wild West where there weren’t many rules put in place, and those who took the biggest risks typically came away with the best results. But as the online channels matured, they realised that though many of the marketers were happy providing thin, uninformative content to their users, that content didn’t really provide the best experience for their users.

The networks needed to adapt. They needed to find a way to encourage all of the brands taking to their sites for advertising to spend time creating content that their audience would actually enjoy reading, and content that would eventually drive users back to their sites. They’ve done this by rewarding the marketers who take the time to come up with fantastic content and by penalising those that think they can get away with churning out articles that don’t provide anything educational.

As this idea grew in popularity, marketers started to embrace the need to create quality content if they wanted to adapt in the online marketing world. Hence the idea of Content Marketing was born, and it has been increasing in popularity ever since.

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If you want to be favored by the various advertising channels gain visibility online, you’ll need to start creating your own great content. This is typically long-form, educational articles, photos or videos that provide value to your potential customers.

One of the clearest examples of a channel that favors great, long-form content is social media. If you want to get social media shares, it’s incredibly important to spend a solid amount of time creating great materials.

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 Another example of advertising channels advocating great content is SEO. Many people who know about SEO have heard about the Google Panda update. This was a major update to Google’s algorithm that penalised all sites producing weak, or thin content from appearing high in their search results. Google, in their constant quest to create enough informative content to answer all of the world’s questions, absolutely favors in-depth content.

Five Pillars of Solid Inbound Marketing Strategy

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Are you a huge fan of cold calls? What about the marketing emails that you never signed up for invading your inbox? How about TV commercials in the middle of your favorite show?

The fact is, these marketing messages tend to be frowned upon or ignored rather than delightfully consumed. Shockingly enough, these disruptive outbound techniques convert at a much lower rate than inbound marketing strategies, where someone chooses to engage with your brand and actively seeks you out.

Inbound strategies are all about being found naturally rather than aggressively pursuing leads through in-your-face tactics. Which person do you think would be more likely to buy a house? The person who received a message saying “Buy this house!” or the person who searched for and found the perfect house on their own?

Convinced that inbound marketing strategies kick ass for driving targeted leads and sales? Here are five elements of a strong inbound marketing strategy that you should be using.

1. Search Engine Optimisation

SEO (search engine optimisation) is a hard-to-control, waste-of-time tactic, right? Wrong: SEO is the process of optimising your website’s content and structure for search in order to receive organic placements on the search engine results pages or SERPS. Having a quality website and content optimised for SEO ensures that Google’s web-crawling technology is able to identify and index your site’s content to have it appear for free to people searching. SEO is a critical part of your inbound strategy because if you can’t be found, then you’re not going to get business.

When SEO comes to mind I think keywords, code, website structure, link-building, and then my head starts spinning. SEO can actually get very complicated, quickly, so what should you be focusing on to get started? Start by identifying and utilising the most important keywords to your leads. Of course you want to ensure these keywords have high enough search volume and user intent to attract the most relevant audience.

2. PPC

Most people think that PPC is a paid tactic and aren’t paid strategies against the inbound methodology. Unfortunately, it is technically still part of the inbound marketing family since search ads appear when a user is actively searching for something, therefore PPC ads are not interrupting another activity. Not all aspects of PPC will quality as inbound (like display ads), but ads on the search network are certainly one of the strongest elements of a strong inbound strategy, because search queries show so much intent.

So, how is PPC different then SEO? With paid ads you’re paying for the placements on the SERPs rather than appearing organically. Why pay when you can appear organically? For multiple reasons. With SEO:

  • You have far less control over when and how you appear on the search results page.
  • A tweak in the algorithms can ruin your organic visibility.
  • Seeing results often takes a long time and isn’t guaranteed.

With paid search you’re able to pay for the top placements where people are more likely to see your ads, and bid on specific keywords to attract qualified visitors. You have the control to adjust your budget, pause your ads during irrelevant times, target mobile searchers, easily measure your ROI, and the list goes on.

Moral of the story is that you should be doing both SEO and PPC to get the highest volume and quality of leads.

3. Content Marketing

Now that you’ve warmly welcomed them in the door through PPC and/or SEO you need to provide them something to drink, aka content. Oftentimes marketers think of content as the sole component to inbound marketing strategy, and while it’s certainly not the only aspect, it is a very critical one. Without fresh and useful content there is no chance of keeping and converting your leads. Your content should come in multiple forms with the goal of helping your audience answer a question or solve a problem. The key to content marketing is that your content needs to stand out.

So, where to start?

  • Create a blog: You should already know this, but a quality blog is one of the most effective ways to market a business. Blogging will help you attract new visitors, gain returning visitors, and convince warmer leads. A blog is a hub to keep your audience informed and prove that you’re a thought-leader in your industry.
  • Create guides, e-books, and other downloadable content: This will help your nurture your leads with longer-form content where you can sell how your products or services will help them.
  • Gather customer testimonials and create case studies: Case studies and customer testimonials will help convince leads that are further down the funnel. Hearing from someone like them will instill trust and up the chances of conversion.
  • Create a content calendar: to ensure you stay on top of publishing fresh content regularly.

4. Social Media

So you’ve created phenomenal content, published it on your site, and now you’re lounging on your beach chair enjoying a glass of wine? Well, you’re certainly not going to get profitable results with that attitude. You need to be attracting new and returning readers by sharing and promoting your content on social media. Creating the content is only a small piece of the puzzle. Ensuring the content reaches relevant people is where social comes in. This is inbound marketing because only people who want to see your content will follow your brand, and it’s a great way to “subsidise” your organic traffic if you don’t have great rankings yet.

Nowadays, anyone who’s anyone is on social media, whether it be Facebook, Twitter, LinkedIn, Vine, Instagram, or Periscope; your audience is likely on multiple of these channels. Determining which platforms are most relevant to your buyer personas in a task in itself, but I can guarantee that several of your leads are spending a significant chunk of their time consuming content through their personal social channels.

Spend time creating a social media promotion plan to distribute your content to the right people, analysing your top performing content, and paying to promote and gain even more traffic to the content that’s resonating with your audience.

5. Landing Pages

Your landing page is where your leads land after clicking on your call-to-action (another important element of your inbound marketing strategy). Whether it be a product page, a form fill-out to download a whitepaper, or a subscription service page, you need to ensure your landing page is top-notch unless you’d like to jeopardise potential conversions from coming in. Some important elements to keep in mind.

  • Relevancy: You need to make sure that the landing page is relevant to the call-to-action. For example, if your visitor lands on your page from a paid search ad advertising birthday cakes, you wouldn’t send them to a landing page selling Christmas cookies, right?
  • Focus: What is the goal of your landing page? Is it to “Sign Up for this E-Newsletter!” or “Download this Guide Today”? Make your landing page’s purpose singular. Ensure the CTA is big, prevalent, and above the fold. Also make sure to restrict the navigation to other pages and keep forms short.
  • Design: This is a major component of keeping visitors engaged. Using videos or images, testimonials, and trust signals are all design elements that can help improve the conversion rates of your landing pages. Run A/B tests to decide on the best designs for your landing pages.

Google Finally Incorporates Tweets To Desktop Search Results

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Google announced back in May that it was adding Tweets to Google search results on mobile devices. The update must have been a success, because Google is now bringing this functionality to desktop search results too.

With the updated search functionality, consumers will be able to get real-time information in search results via from tweets. Moreover, it will help brands reach a larger audience because their tweets will be delivered to relevant search queries.

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How This Will Benefit Twitter?

For Twitter, the microblogging company will gain more exposure. Both Google and Twitter have grown since the last time this partnership was in place. Google has more users than Twitter and many of those users will be intrigued to check out Twitter and sign up when they see how it can be relevant to what they are interested in. Twitter is looking to grow their users with this partnership.

How This Will Benefit Google?

Google will be able to show even more relevant results, which is their main objective. Twitter has 288 million monthly active users constantly tweeting about news, everyday events, pop culture and more. That content will fill an important missing link in Google’s search results, showing real-time information from users all over the world that is related to the search performed on Google.

How This Will Benefit End-Users?

Information is knowledge and the one important thing that users will benefit from is the added wealth of knowledge from the combination. Users will see the real-time Twitter results on Google regardless of whether they are a registered Twitter user or not. The addition of related tweets will help provide information on trending topics, natural disasters, major accidents and other important events in the world. Twitter users that regularly tweet about current events and trending topics will have the possibility of gaining more visibility and followers.

How This Will Benefit Businesses and Companies?

If you don’t already utilise Twitter, now is your chance to start and take advantage of the opportunity to have your Tweets show up on Twitter and on Google too. Of course, there’s no guarantee that any tweets will show up in search results, but having a sound social plan will help you maximise your exposure on Twitter as well as Google. A sound social plan begins with treating each social channel like it is a broadcast resource. In addition to posting social updates, post newsworthy updates and capitalise on trending topics that are relevant to your business. Also follow these tips:

  • Set up a calendar and plan out your tweets
  • Evaluate what times and days are best for your audience
  • Post and re-post during your peak times
  • Diversify your tweets with text, pictures and video
  • Use relevant keywords in your tweets
  • Use hashtags properly
  • There is an art to using hashtags and it is important to strategise and always use relevant hashtags
  • Understand what Google searchers might be looking for and reverse engineer your posts with that in mind

Real Time Social Search Era?

Tweets from Twitter will start to appear in Google’s search results sometime in the first half of 2015. Businesses should take the time now to build up a Twitter social following and get a plan in place to make the most of the opportunity.

Real-time social is coming back to Google and this time there is even more potential for brands to increase their reach with this great combination. Be sure to pay close attention to this new development because it is sure to evolve. Tune into expert presentations and watch for case studies to see how companies are having success with tweets appearing in Google search results. Don’t forget about implications for calculating data, data integration and also making journalists’ jobs easier through efficiency.