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Let’s Build a Badass MarTech Stack With These 13 Awesome Apps

Let me guess, you still believe that your marketing technology – MarTech stack – is king of the jungle, don’t ya? Dude, let go of 2017, that was so last year, times have changed.

Let me guess, your customers are dropping like flies out of your once bullet-proof funnel. Total site engagement is drowning in terrible CTRs and high bounce rates. And you’re client is threatening to pull the plug on you if you don’t turn this around, and like NOW!

So, how can you turn this all around and do it before the final buzzer sounds?

Ah, so glad you asked! It lies with having a better MarTech stack. If you aren’t using a diverse set of marketing tools to help you automate manual marketing processes, you’re likely falling behind. Like, way, way behind.

Marketing Agencies everywhere are desperate to find the latest and greatest ways to identify and engage their customer base.

Maybe you’re wondering why your team can’t find more customers? There’s reason. It’s because your MarTech stack needs a major facelift. The type of upgrade that’ll help you better serve your customer needs and enable an easier and more streamlined onboarding process.

Like a valley girl without botox, a business in 2018 without a proper stack is showing its true age.

But with over 5,000 MarTech options available, finding the right tools for the job can be daunting.

Luckily, I’ve got your back.

Martech stacks are key to streamlining your marketing campaigns in the modern world. With so many options to choose from, it can often be overwhelming. Today, I’m going to show you how to build your next badass MarTech tool stack so you can show the world what you’re made of.

Let’s Build a Badass MarTech Stack With These 13 Awesome Apps

martech-stack-salesforce

1. Salesforce

Managing customer relations is key to growing your business.

It’s 5x less expensive to keep an existing customer than to sell to a new one.

But upselling and reselling to existing customers presents a big challenge.

Just because someone bought from you once doesn’t mean they’ll do it again or stick around forever.

You need to manage and nurture the customer relationship.

When it comes to that, Salesforce continues to steal the CRM “best in show” — and with good reason.

It recently topped Fortune’s list of 100 best companies to work for in 2018 and has been able to retain consistent growth behind its experienced leadership.

What’s their secret to being the biggest SaaS shark in the ocean?

It’s one of the most customizable CRMs out there and has been battle-tested for nearly two decades.

It has integrations for just about every use case with it’s AppExchange being second to none.

martech-stack-salesforce-appexchange-home

With AppExchange, you can find, locate and utilize different applications like you would plugins on WordPress.

Businesses of all sizes use it and love it.

Whether you are a mom-and-pop shop getting started or a large enterprise org, Salesforce has seen your use case before and has a solution.

Dashboards are full of comprehensive data that you can use to build customers from small lifetime values to high lifetime values.

martech-stack-salesforce-dashboard-leads-data

Salesforce is king when it comes to customer relationship management.

2. Hootsuite

When it comes to social media, today’s consumer is everywhere.

In fact, the average consumer has seven different social media accounts spread across multiple platforms.

While that presents an opportunity in the form of reaching new customers with multi-channel strategies, it also creates an internal nightmare when it comes to managing it.

Posting, liking, commenting and engaging on seven platforms? That’s a full-time job.

But not when you take advantage of platforms like Hootsuite.

martech-stack-hootsuite

Hootsuite is a necessity for managing your social media presence.

While Facebook Advertising is primarily about “speaking” to your customers, Hootsuite should be used to “listen” and engage.

Of course, finding a way to listen to multiple channels at the same time is difficult. Hootsuite solves the problem by managing all your social channels in one place.

By using a unique dashboard to monitor unlimited streams from all the social media channels your team uses, you can schedule, optimize and interact with consumers in just minutes on any platform.

With integrated analytics dashboards, pulling up reports for your marketing and sales teams is easy.

Connecting to diverse content systems beyond social, you can pull up free stock images to aid your social campaigns:

The platform is decked to the fullest, helping you manage social media with one tool in a sector that normally requires multiple.

3. Google AdWords

Reaching new customers is key to scaling your business.

And there’s possibly no better place to do that than advertising with AdWords.

Despite Facebook’s massive growth, Google AdWords is still the most widely used advertising platform in the world.

martech-stack-adwords

In fact, getting certified in AdWords is seen as a necessity for most entry-level digital marketing professionals.

While most people are interested in Facebook, here’s why you should keep AdWords in your toolbox:

AdWords packs a punch in the form of intent.

If cleanliness is next to godliness, then intent is next to customer acquisition.

On platforms like Facebook, people aren’t there to see ads or find products. They are engaging with friends, family, and funny videos.

But on AdWords, people are actively searching via keywords to find solutions to their problems:

martech-stack-google-search-results-local-3-pack

They want help ASAP. So you can virtually skip the typical funnel process and get down to selling.

On top of intent, AdWords packs reach. Google handles over 40,000 searches every second.

Not to mention over 3.5 billion each day and 1.2 trillion each year.

With AdWords, you can also advertise on YouTube, a platform with 1.5 billion monthly active users who watch more than an hour of content daily.

In terms of support, you have access to dedicated account managers that will help run and optimize your campaigns.

The dashboard is extremely easy to use, too.

With diverse demographic targeting and custom audiences, you can reach users with Facebook-like specificity.

AdWords is the bread-and-butter of PPC advertising and will continue to dominate with its massive user base.

Add it to your stack and get your piece of the pie today.

4. Optimizely

Running tests is critical to finding success. Whether in product creation, marketing development or sales.

Test and test again.

But when most A/B tests fail, you often can’t rely on your own, basic marketing tests to provide statistically significant data.

Let Optimizely take your experiments by the horns to stay ahead of the competition.

martech-stack-optimizely

Test against your assumptions to build better campaigns that capture more users and increase retention.

People will think you became a guru overnight.

There are a number of ways you can impress your team with Optimizely.

Use Optimizely X, and you can experiment across “every device, every channel, and every customer touchpoint.”

martech-stack-optimizel-x

With unlimited users, you can easily collaborate with anyone to build dashboards that will make your executive team happy.

Show the world your technical prowess by empowering developers to support your optimization marketing tech.

Optimizely powers optimization and testing for some of the largest companies on the planet for a reason:

It simplifies testing and provides accurate, effective results.

5. Crazy Egg

Every marketer thinks they understand their customers. Their pain points, wants and needs.

But when it comes to driving sales, do you know how the user experienced your site? What they loved or hated?

Unless you are using a heat mapping tool like Crazy Egg, you likely don’t.

martech-stack-crazy-egg

Crazy Egg is known as a heatmapping tool that provides an X-ray of how visitors are interacting with your site.

They were one of the first in the space, and remain the top player for a few main reasons.

With Crazy Egg, you can see which part of your pages users click on the most, where they are spending the most time (on a per-page basis), and what areas are being completely ignored.

They offer four different views, but Heatmap and Scrollmap are where it’s at.

martech-stack-crazy-egg-heatmap

Heatmap allows you to see where users are clicking and Scrollmap allows you to see where users are spending the most time (especially helpful for those of you producing long-form content).

martech-stack-crazy-egg-click-plot-map

Crazy Egg allows you to A/B test different variations of pages so you can continue to make iterations.

Getting insights on how your users interact with you is invaluable for optimization. Quit your slacking and start using heatmaps.

Speaking of slacking…

6. Slack

Collaborating and communicating across teams and departments shouldn’t be a boring, tedious or annoying process.

And, it shouldn’t be an afterthought, either.

According to HubSpot, the more aligned your sales and marketing team is, the better overall growth you’ll achieve.

And that’s where Slack comes into play.

martech-stack-slack

With Slack, all of your team communication exists in one place. You can message individuals directly, create a group, and create Slack channels to keep conversations topical and organized.

Plus, they have integrations with EVERYTHING. GitHub, Trello, Dropbox, Google Drive, Heroku and countless other MarTech tools. The list doesn’t end.

Slack is where work gets done, and team communication stays fluid.

7. Marketo

Latest data shows that 91% of companies using marketing automation find it to be an integral piece of their marketing strategy.

The fact of the matter is, with so many channels and platforms available to marketers today, automation is necessary to thrive.

And Marketo is a powerhouse of automation designed for marketers by marketers.

martech-stack-marketo

If you’re in B2B and want to get an idea of how your prospects are interacting with all your marketing channels, Marketo is the wingman you’ve always wanted.

Built on the same core platform as Salesforce, Marketo is a necessity for any team running multiple channels for customer acquisition.

With an easy-to-use modular system featuring marketing automation, consumer engagement marketing, real-time personalization, and marketing management, you can customize everything for your specific business needs.

Marketo is designed for scaling businesses.

The platform allows you to clone entire programs such as landing pages and email marketing, so you don’t have to create new ones as your grow.

Using advanced reporting to pull detailed customer analytics and then compare across channels, Marketo can integrate with just about any other MarTech tool you use.

Marketo is built for the power-user. For the marketing team that attacks multiple channels and needs heavy equipment to get the job done.

8. AdRoll

AdRoll arrived on the MarTech scene as a retargeting platform but has since transitioned into a full-funnel DSP (demand-side platform).

What does this mean? AdRoll allows you to attract new customers to your site, convert site visitors at scale, and continue to maintain a relationship with your existing customers.

Programmatic marketing has gotten some flack recently, but the numbers don’t lie:

There is a reason AdRoll has over 30,000 customers (well, there’s at least 30,000 reasons).

And what AdRoll is working on in the future is even more interesting.

AdRoll plans to focus more on incrementality utilizing big data and machine learning to get a complete sense of which ads are actually causing customers to make a purchase.

They are building out an account-based marketing solution and are poised to become a market leader in the space.

Take their access to over 300 ad networks and exchanges, add an advanced bidding tool, and layer in very specific customer data from Bombora.

That’s a recipe for potential success and more money in your company war chest.

Their account management is second to none. For mid-market companies, you will not get the same level of customer service from Google or Facebook.

Want a platform to help grow and nurture customers? Look no further.

9. Sprinklr

CXM, or customer experience management, is the audience engagement need for your MarTech stack in 2018.

Have you heard the maxim, “People don’t care what you know until they know that you care”?

With CXM, that core idea rings true. Engaging with your audience is an absolute must-have for creating a dialogue about your brand.

Sprinklr makes this easier than ever to put into practice.

Their CXM platform gives you complete control over the customer experience.

Pull over 25 social channels into a unified platform. Reach and listen to all your customers in one place.

Add context to data pulled from other platforms, like your Salesforce CRM.

Schedule your campaigns and monitor results with ease.

Leverage Sprinklr’s app marketplace to make the most of your CXM data.

With diverse integrations, you’ll be able to connect Sprinklr to any other tool in your stack.

10. MailChimp

When it comes to email marketing, there are countless platforms available.

But starting out with your first platform can make or break your success.

Some cost a fortune, and others are meant for top-level companies.

Thankfully, MailChimp exists, allowing any company of any size to start an email marketing campaign in just minutes.

With powerful analytics dashboards, you get clear data on your campaigns without vanity metrics:

Using a drag-and-drop email building system, you can get campaigns established fast with the look and appeal of a high-tech, high-cost platform:

The fact is, email still reigns supreme in 2018.

Email is still one of the most influential information sources for B2B audiences.

On the B2C side of things, welcome emails generate 320% more revenue than general promotional messages.

If you aren’t capitalizing on the opportunities to maximize revenue from your email marketing… well, then what are you doing?

MailChimp makes it easier than ever to build automated campaigns for drip funnels and promotional marketing, with templates that make the process a breeze for you and your team.

You can quickly split your audiences into lists for optimal campaign performance.

As with most MarTech tools, it integrates with just about every app on the planet.

My personal favorite tactic is using Gleam to build a competition, then leveraging automation in MailChimp to convert those participants into customers.

All that’s left to do is sit back and watch yourself win.

11. Wrike

Keeping everyone on the same page is just as vital as getting your MarTech stack working overtime.

Ensuring that every team is interconnected, working together and sharing information isn’t easy.

Especially when teams are hard at work.

And that’s where Wrike comes into play.

wrike is leading work management solution to streamline workflow in marketing technology automation stacks

Wrike has an advantage as one of the leading productivity management platforms in the world.

When your MarTech needs to stay on track, count on Wrike to keep all your campaign tasks organized.

Wrike helps you to test workflows before launching them into campaigns and manage communications across members of your team.

In addition to a robust free trial and extensive documentation to get you started, Wrike boasts a library of integrations — including some of the market-leading MarTech tools.

wrike marketing automation for your 2018 martech stack

Wrike is perfect for businesses that get work done and need to share that work across various departments and teams.

Integrate it into your marketing stack for streamlined communications and efficiency.

12. Zapier

Say you need to connect your Kissmetrics campaigns to reports to Crazy Egg, and then email those reports to your supervisor at 4:00 PM on the dot?

Diverse, detailed and seriously precise marketing automation like that is hard to come by.

And that’s why Zapier is dominating the competition.

zapier is a martech tool that helps you connect your apps and automate workflows

Connecting anything to well, anything, is as easy as selecting a few dropdowns. Choose the apps you want to connect, create a hook, and voila — instant MarTech magic.

martech stack zapier in your tool kit

Zapier uses easy, customizable triggers and actions, you can connect any app in your stack to run highly specific tasks.

Once you’ve set it up, you simply let it run in the background, automating most of your daily tasks that kill your time.

13. SERPs

SEO has changed dramatically in the past ten years. In fact, Google makes updates to their algorithm nearly 600 times each year.

That’s more than once a day.

Staying up-to-date with SEO is crucial, and there is perhaps no better way to know who is outranking you on specific keywords than SERPs.

SERPs.com is an awesome tool to use in your 2018 Martech stack

SERPs is the one-stop shop for competitive SEO insights. Your SEO is never good enough in today’s algorithm-shifting world.

Until you hit #1 ranking for every targeted keyword, there is always opportunity to improve your posts. SERPs is a great tool that helps you go above and beyond plain old research to deliver actionable insights about your competition.

keyword research tools is a must in your marketing stack

When researching their Google ranking index or keyword research database, you can gather insights on which keywords competitors are targeting, campaign costs against those keywords, and SEO rankings for specific landing pages or blog content.

Stop doing keyword research with sub-par platforms or directly on Google.

Integrate SERPs to get the benefit of keyword research and competitor research in one.

Bringing it all together

Building a MarTech stack is a complex problem.

You have over 5,000 options to choose from with a very specific budget and a list of requirements.

Want to hear some good news? You’ve already done the hard work. Finding the right resources is half the battle.

The other half of the battle is getting your knowledge to align with actions.

You are the glue holding your MarTech stack together. Without your decisions, there is no marketing ROI for you and your team.

You still need to bring everything together to ensure your team can make the most of this powerful MarTech tool stack.

First, ask yourself these two key questions.

What are my immediate goals?

Your initial answers to this question led you here, so it may be time to really look into what you’re doing and why you’re doing it.

In marketing consulting role at a SaaS company last year, the company spent around $10k on LinkedIn Ads that only converted 0.1% of users who clicked through. In some companies, this is a campaign that can put you out on the street and end your career.

You know what our team did instead of stressing about the results? We doubled down with a clearer objective and used the data to narrow our focus. Undoubtedly, the initial goal of converting 1% of user click-thru’s was too broad and really only works if you’re offering real value and understand why your content is valuable. We didn’t yet at that point.

We were trying to sell ourselves without telling a story, and our prospective customers could see right through it. So what did our new goal become?

“Convert 1% of user click-throughs and increase total ad clicks by 5,000.” Then we were prioritizing context as well as optimization.

 

Bringing this back around to the finish line, your goals are the hidden driver for your MarTech stack.

Understand your why and be clear about how each MarTech tool guides you toward success.

Where are you going to achieve a greater ROI?

The trick is actually more simple than it may seem. You’ll generate ROI when you test assumptions and land in the right place at the right time.

With measurable and actionable results, you tell a more informed story about your customers. A better story leads to better experiments. Before you know it, your marketing machine does all the heavy lifting for you.

For example, your life is easier when you put the majority of the load on your MarTech stack.

With Kissmetrics, for instance, it’s easy to analyze, segment, and connect your marketing automation in a single platform.

martech stack or marketing stack needs to be engaging

Your MarTech tool stack is the key to achieving successful ROI in your marketing efforts. Without it, you’re Captain Ahab in the ocean minus a paddle and spear.

Conclusion

Martech stacks are key to streamlining your marketing campaigns in the modern digital world.

With so many options to choose from, it can often be overwhelming.

For your average mid-market company, a Martech combination of Kissmetrics + Crazy Egg + HubSpot + Google + Facebook may be all you need to succeed.

Even startups can benefit from this martech stack.

Enterprises can combine these tools and more to achieve even more growth.

With the addition of Sprinklr and other CXM tools, every channel becomes a potential revenue stream.

Now, go forth, build your own MarTech stack, and show the world what you can do. If nothing else, it’s one helluva learning experience and a great way to build up your traffic.

Local SEO Tips: Top 74 Local SEO Online Business Directories in 2018

If you’re a local business, you know that attracting new customers can be difficult and costly. The days of pulling out a phone book to thumb through the Yellow Pages to find local businesses are almost extinct. These days, people use their mobile devices to browse the internet as a way to find recommendations on new trusted businesses.

One way local businesses can get found online is through the use of online business directories. Adding a listing to these directories is pretty easy, but if you only list in a few, you’re missing the best opportunity to get your small business found by those searching online.

Local SEO Tips: Top 50 Local SEO Online Business Directories in 2018

Every individual business directory that you submit to is another opportunity to get your small business found locally online, so it’s important to make sure it’s listed in as many online directories as possible. Listing your Business in an online directory also has huge benefits for local Search Engine Optimization (SEO). Local SEO rankings depends on accurate information in these online business directories, so the more you can add, the better your odds are at beating your competition.

Here’s a list of the 74 most popular local business directories that will boost your local SEO websites ranking. Filling out the forms over and over again is a big pain in the ass so make sure you’ve got an autofill feature either added to your browser as an extension or by using your smartphone where you have the settings turned on for storing and displaying the autofill data.

Local SEO Tips: Top 50 Local SEO Online Business Directories in 2018

 

74 Online Local Business Directories/Listings for Local SEO Marketing

  1. Google
  2. Bing
  3. Yahoo!
  4. Yelp
  5. Facebook
  6. Better Business Bureau
  7. Angie’s List
  8. Merchant Circle
  9. LinkedIn
  10. YP.com
  11. Whitepages
  12. Superpages.com
  13. Yellowbook
  14. CitySearch
  15. YellowMoxie
  16. MapQuest/Yext
  17. Local.com
  18. Foursquare
  19. CitySlick
  20. USDirectory.com
  21. DexKnows
  22. BizJournals.com
  23. TeleAtlas
  24. Discover Our Town
  25. PhoneNumber.com
  26. Yellowpages.aol.com
  27. EZ Local
  28. Local Guides
  29. Kudzu
  30. HopStop
  31. CityVoter
  32. DemandForces
  33. Manta
  34. UsCity
  35. 411
  36. Advice Local
  37. InfoUSA
  38. Infignos
  39. Get Fave
  40. My Huckleberry
  41. Yellowee
  42. SwitchBoard
  43. Brownbook
  44. MojoPages
  45. Magic Yellow
  46. Map Creator
  47. Judy’s Book
  48. MetroMix
  49. BestoftheLocalWeb
  50. CitySquares
  51. Tupalo
  52. TripAdvisor
  53. Thumbtack
  54. YellowPagesGoesGreen.org
  55. GetFave
  56. LocalPages
  57. ZipLocal
  58. YellowWise
  59. LocalDatabase
  60. Home Advisor
  61. ShowMeLocal
  62. ChamberofCommerce.com
  63. Yellowbot
  64. Hotfrog
  65. Brownbook
  66. InsiderPages
  67. City-Data
  68. Topix
  69. Patch
  70. Yahoo Local
  71. Service Magic
  72. AreaConnect
  73. Yellow.com
  74. American Towns

The whole point of doing this is to make sure that you have a presence everywhere your customers might discover you which is most critical to local SEO rankings. If you will start adding your local business information to the business directories listed above and if you chop it up to 4-5 per day that you list your info on, you’ll have your Local SEO ranking your website in no time. Depending on your local competition and size of the market, doing this could provide your small business with a significant boost in traffic and revenue potential.

As with everything SEO related, it takes time for your hard work to pay off, but once you have your site listed on these directories, your work is done unless you move locations, change contact information or even hours of operation. Make sure that all business listing information is exactly the same on every business directory you list on. If it’s not, you will lose any value that you would have gained from doing it. Say you were counting on these submissions to begin a roofing leads generation campaign. You know that even a day delay is precious time lost so keep your NAP consistency across all submissions exactly the same!

When it comes to  local SEO ranking your website, these 50 business directories are an excellent place for any small business owner to start. Best of luck everyone!

Contractors Guide to Google My Business Listing

What is Google My Business?

Google My Business (GMB) listing service was developed and launched by the search engine giant Google, in 2014. Google My Business for contractors has quickly established itself as one of the dominant online local business directories mostly due its tight integration in Google Search and Google Maps. Any type of home improvement business, large or small, absolutely should create a Google My Business Contractors profile to manage their information and optimize their local SEO ranking.

Contractors that have a brick and mortar storefronts can update their store hours, address, and contact information to provide the most accurate and up-to-date information for customers to use that search in Google.

An example of this would if you are needing gas, but left your wallet at home and only had your phone which had Apple Pay and needed to find the closest gas station that accepted one of those payment types. So you open up your Google Maps App and select gas stations from the menu options.

Contractors google my business

 

The search returns several gas station listings from which you now have to select the closest gas station to you, which accepts Apple Pay, to fill up and avoid running out of gas, for the 4th damn time this month.

 

Small Business contractor Guide to Google My Business Listing Used on google maps app

Now you simply click on each of the gas station results until you find a listing that accepts Apple Pay.

Google My Business contractors Listing on google maps

 

Bow that you’ve found a gas station in google maps that has the “accepts Apple Pay”.

 

Google maps app contracting listing Apple Pay Google My Business Listing

 

Now you just have to activate the map directions and drive to the location.

And I will throw this in, just because a business lists as accepting Apple Pay doesn’t necessarily mean they actually do take it. Ran into that problem a week ago, hence this blog post.

 

Gmb contractors listing

Why is it important?

Just like in the example above your customers will use Google Search or Google Maps at different points in their buying cycle, whether they are looking for more broad information on things like “attractions to see in Orlando” to more specific requests like your business name or “Wawa near me”.

Your local contracting business is indexed and displayed to internet users based on the information Google has on file. If Google has accurate and updated info on your business then it will be able to do its job of matching the users search queries with your business based on relevancy and proximity.

Brand Search vs. Non-Brand Search

Branded Search and Non-Branded Search are both equally important, and Google My Business has a major coordinating role in the search visibility of these 2 types of searches.

Search Engine Optimization (SEO) is more complex than simply ranking your business on Google My Business alone, but by optimizing your contractor Google My Business page m, Google will have more accurate information on your home improvement business category and association with your contracting website to assist with non-branded keyword searches.

Brand Search refers to your business name, and variants of your business name.

Example 1: “Marketing Media Wizard Contractor Digital Marketing Agency

Variant 1: “Marketing Media Wizard Home Improvement SEO

Variant 2: “MMW Contractor Marketing

Non-brand search refers to a more broad-based search, made up of search phrases that are relevant to your business.

Example: “Contractor Digital Marketing Agency

Example 2: “Contractor SEO Experts

Google My Business contracting listing

Starting Point With Google My Business

By using the same Gmail account for all your Google products such as: Google My Business, Google Analytics, Google AdWords, and any other Google products will help you to stay organized, and link them together, as all of these products work in tandem.

With our Google Account, we can check to see if a Google My Business page already exists for your business. Sometimes GMB pages will be automatically created if Google can see other social media profiles or your business information on trusted websites like business directories.

The example below displays an unclaimed Google My Business profile from Kokanee Park Marina. By clicking the “Own this business” text link in the profile, you will be able to claim the page, verify it by phone or postcard, and begin updating and making changes to the page.

Unclaimedc contractor google my business listing

Note: sometimes adding “google plus” or the city to your business name in your search query may help discover your GMB knowledge panel. 

If your Google My Business Contractors page does not exist yet, you can create a new one by clicking here.

Bulk editing for multiple contracting business owners in your google my business listing

Bulk Verification for Franchises & Multiple (10+) Location Business Owners

Google My Business allows you to bulk verify, and organize your store locations in a Business Account folder. Google will provide a spreadsheet template to collect all locations for a bulk verification submission. We have helped clients with this migration, and more information to start this process can be found here

Once all your locations are claimed and verified, you can assign a store code to each location and make bulk changes to the store hours, cover image, business category and more.

Multiple contractor locations is easily handled in you google my Business listing dashboard

Optimize Your Business Location Page

Now that we have a verified page (or pending via sent postcard) you can begin filling out the profile with useful information to improve the quality of this page. Start with the “info” tab and check to make sure all your business information is correct. Under the “photos” tab you can upload you business logo, profile and cover photo. These images are important for the less popular Google Plus, but they can also be used in your contractor Google My Business profile.

Claim Your Google My Business Contractor Listing

Reviews can be managed from the same Google My Business dashboard. If you have positive (or negative) reviews you really have to take the time to respond to all of them, in order to let everyone know that your business values customers one feedback and that you’re active on your contractor Google My Business page.

The Insights tab shows you how your Google My Business contractor listing is being used and its visibility in Google Search and Google Maps. Google refers to “Direct” and “Discovery” as the brand and non-brand search terms.

Google my business contractor  listing customer reviews you need to get

Generate a Sharable Review Link

The reviews your business collects on your Google My Business page are powerful for social proof and building trust with potential customers. Google treats reviews as a kind of 3rd party testimonial about anothers experience with that business , so encouraging your happy customers to leave a review on your contractor Google My Business listing is a win-win.

The best way to generate a review link for your Google My Business page is to find your GMB contractor page on Google search, and click the “reviews” linked text.

Contractor Google My Business listing Reviews

From there, click “Write a Review” and copy the URL in the address bar. This URL can then be shared in an email to your customers as a part of your follow up.

Note: your customers will need a Google (@gmail.com) Account in order to leave a Google review.

Example Review URL:

https://www.google.com/search?q=Grapevine+Restaurant+1055+Camp+Road+Lake+Country+BC+V4V+2H4&rlz=1C5CHFA_enCA721CA721&oq=Grapevine+Restaurant+1055+Camp+Road+Lake+Country+BC+V4V+2H4&aqs=chrome..69i57.223j0j1&sourceid=chrome&ie=UTF-8#lrd=0x537def7112150d03:0x9913e7c27521bfa0,3

URL a bit long? You can run it through  Bit.ly URL shortener by clicking on the link.

Now you have a sharable review link that looks like this:

http://bit.ly/MarketingMediaWizardGoogleReview

Create your own short URL to make it super easy for your customers to share their experience on your contractor Google My Business page. Some of our clients use this same practice in an automated email follow up or by reaching out themselves to make a request for a review.

Contractor google My Business

Google My Business will grow larger than what it is now.  

Google has designed Google My Business contractors to be easily self-managed by the business owner. New features are constantly being added, so keep an eye on your dashboard for them.

One new feature shows foot traffic to store locations. Any home Improvement contractors that see a lot of foot traffic might see the “popular times” information in the GMB knowledge panel. The popular times feature gathers location data from smartphone users who have opted-in to Google’s location services. I expect this type of real-time information to become even more common in Google products in the coming years.

Contractor google My Business page

Optimize Your Google My Business Listing for Local SEO

 

An important first step in any local SEO strategy is to claim and verify your local business’ Google My Business (GMB) listing. Getting on Google My Business can increase your chances of showing up in Google’s Local Pack, Local Finder, Google Maps, and organic rankings in general. Qualifying local businesses can claim this free listing on Google and include basic information about their company, like their address, phone number, business hours and types of payments accepted.

If you haven’t claimed and verified your Google My Business Listing yet, that’s the first step. To get started, visit https://www.google.com/business.

Optimize Your Google My Business Listing for a Local SEO Boost

Many local businesses just claim their GMB listing and forget about it. What most businesses don’trealize is that there are a variety of other features you can use to optimize your Google My Business listing and several reasons why you should frequently check your business listing to ensure that it’s accuracy stays intact. Want to know more?

Complete all the information Google asks for

There are a variety of questions you can answer to complete your Google My Business profile. When done, your listing will have valuable data that will make it easier for potential customers to find your company. And if you don’t fill that information in, someone else could. Many business owners don’t realize that anyone can suggest a change to your business listing — and that includes competitors.

When a searcher clicks on your GMB listing they can see a “Suggest an edit” option:

 

Google my business marketing media wizard

 

When someone clicks on that option they can literally edit your Google My Business listing (and make some pretty dramatic changes, too):

 

 

This is just one reason why it’s very important that you login to your Google My Business dashboard regularly to ensure that no one has attempted to make any unwanted changes to your business listing. In your account, you’ll see an alert that changes are pending if someone has made suggested changes that need your approval before Google publishes them.

Also, keep in mind that Google encourages people who are familiar with your business to answer questions, so Google can learn more information about your small business. To do this they can simply click on the “Know this place? Answer quick questions” link.

 

They’ll then be prompted to answer some questions about your business.

 

 

If they know the answer to the questions, they can answer. If not, they can decline.

Now, some business owners have cried foul, saying that competitors or others with malicious intent can wreak havoc on their Google My Business listings with this feature. However, Google’s philosophy is that this type of “user-generated content” helps to build a community, more fully completes a business’ profile, and allows Google to experiment with different search strategies.

After you get your Google My Business listing verified, continue to check your listing regularly to be on the safe side.

Google My Business Posts

Google Posts are “mini-ads” that show up in Google search in your Google My Business listing (in the Knowledge Panel and on Google Maps.)

 

You can have fun with your Posts by adding an image, a Call to Action (CTA), and even including a link to another page or website. If you’re using Yext, you can create GMB Posts directly from your Yext dashboard.

Here are just a few Post ideas:

  • If you’re having an event (like a webinar) you can set up an event Post with a date and time and then add a link to the registration page.
  • Do you have a sale going on during a specific time? Create a “sale” event Post.
  • Does your latest blog post rock? Add a short description of your blog post and link to the post on your blog.
  • New product you want to feature? Show a picture of this cool gadget and link to where people can make the purchase.
  • Want to spread holiday joy? Give potential customers a holiday message Post.

The possibilities with Posts are endless! Posts stay “live” for seven days or “go dark” after the date of the event. Google is great about sending you reminders when it’s time to create a new Post.

TIP: To grab a searcher’s attention, you want to include an image in your Post, but on Google Maps the Post image can get cut off. You might have to test a few Post image sizes to make sure it’s sized appropriately for Maps and the Knowledge Panel on desktop and mobile devices.

To get started with Posts, login to your GMB dashboard and you’ll see the Posts option on the left-hand side:

Do Google My Business Posts help with search rankings? Joy Hawkins and Steady Demand tested whether Posts had an impact on rankings, and they found that making Google My Business Posts can improve rankings.

Booking button feature

Google’s new Booking button feature can really help your business stand out from the crowd. If you have any type of business that relies on customers making appointments and you’re using integrated scheduling software, people can now book an appointment with your business directly from your Google My Business listing. This can make it even easier to get new customers!

If you have an account with one of Google’s supported scheduling providers, the booking button is automatically added to your Google My Business listing.

Messaging

Did you know that you can allow potential customers to send you text messages? This is a great way to connect directly with potential customers.

If you don’t want text messages sent to your personal phone number, you can download Google’s Allo app. When you set up your Allo account, use the same phone number connected to your Google My Business account. Now when someone messages you, Allo will send you a notification instead of the message appearing in your personal text messages.

To get started with Messaging, login to your GMB dashboard and click on “Messaging”:

This feature is still in its infancy, though. Right now, messaging is only available to mobile web users and is not available to mobile app or desktop users. People also won’t see the Messaging option in the Knowledge Panel or on Google Maps.

The ONLY way someone can message your business is if they perform a mobile web search on Chrome. (I expect that Google will expand the Messaging feature once they work the kinks out.)

Questions & Answers

Questions & Answers is a relatively new feature to Google local search. It’s very cool! Just like it sounds, Q&A allows people to ask questions about your business and you can answer those questions.

 

Here are a few things to keep in mind about Questions & Answers:

  • The Q&A feature is not visible on the mobile GMB app.
  • You need to login to the GMB dashboard to see if you have any new questions that need answering.
  • You cannot monitor the Questions on a mobile device unless you have an Android phone.
  • You can use the Google Maps App on Android devices to manage the Q&A feature as the business. To do this, download the Google Maps app, sign in with the email address you use for your GMB listing, and you will get push notifications if someone asks your business a question.

TIP: It’s important to note that just like “Suggest an Edit” on GMB, anyone can answer questions asked of your business. Therefore, you want to keep an eye out and make sure you answer questions quickly and ensure that if someone else answers a question, that the answer is accurate. If you find that someone is abusing your GMB listing’s Q&A feature, reach out to the Google My Business support forums.

Google My Business online reviews

Unlike Yelp, which vehemently discourages business owners to ask their customers for reviews, Google encourages business owners to ethically ask their customers or clients for online reviews. Online reviews appear next to your listing in Google Maps and your business’ Knowledge Panel in search. Reviews can help your business stand out among a sea of search results.

Additionally, online reviews are known to impact search result rankings, consumer trust, and click-through rates. According to BrightLocal’s 2017 Consumer Review Survey:

  • 97% of consumers read online reviews for local businesses in 2017, with 12% looking for a local business online every day
  • 85% of consumers trust online reviews as much as personal recommendations
  • Positive reviews make 73% of consumers trust a local business more
  • 49% of consumers need at least a four-star rating before they choose to use a business
  • Responding to reviews is more important than ever, with 30% naming this as key when judging local businesses
  • 68% of consumers left a local business review when asked — with 74% having been asked for their feedback
  • 79% of consumers have read a fake review in the last year

If you follow Google’s guidelines for Google My Business reviews, you can ask your customers for reviews. (However, if you violate any of these policies, your reviews could be removed.)

When customers leave reviews for you — good or bad — make sure you respond to them. Not only does it show that customer that you appreciate their feedback, it also shows potential customers that you care.

What happens if you get a negative review? First, don’t freak out. Everybody has a bad day and most people recognize that. Also, if you have a troll that gave you a one-star review and left a nasty comment, most people with common sense recognize that review for what it is. It’s generally not worth stressing over.

linkedin for business
LinkedIn for Business: 10 Helpful Tips for Online Businesses

In case you are still thinking about how to use LinkedIn for company, you are in the ideal location!

As it is a social networking, it lets you get significant advantages for your enterprise, especially in the B2B market.

According to the analysis, as much as 80 percent of B2B prospects come from LinkedIn. It is a major part of the sector and you need to grab the chance to catch your share.

This guide will give you some suggestions on the best way to raise the productivity of your online business using LinkedIn.

Let us have a look!

Yes, most of us recognize that social programs like facebook or Instagram collect millions as well as billions of consumers on a daily basis, while LinkedIn can not get anywhere near these amounts.

But, LinkedIn is a lot more effective business-wise compared to the other networks combined.

There are quite a few reasons for creating this announcement and we’ll examine a number of them below.

For now, We’ll briefly describe what makes LinkedIn superior to other societal media stations:

  • LinkedIn is a community of specialists that do not search for amusement but instead hunt for new business ideas.
  • Young men and women who make LinkedIn profiles do not do it for pleasure. Rather, they wish to research job opportunities and locate a trusted business to establish a career. This makes the task easier for companies that are searching for young talents to join their groups.
  • LinkedIn is much more authentic than other programs. Unlike Facebook or even Twitter, you will find almost zero bogus profiles and it is relatively simple to look at the validity of every account.
  • Other societal websites do not really love textual content. To the contrary, it comes down to submitting visual content followed with a concise caption. LinkedIn takes matters more critically and you really can learn a great deal about company reading posts over there.
  • Boost Awareness of Your Small Business
  • At the prosperity of both large and tiny businesses, it’s getting more and more hard to increase the consciousness of your organization and present your organization to the broader audience.

However, LinkedIn will be able to help you earn a breakthrough.

How come?

To start with, it is going to introduce you to the ideal audience.

You’re most likely not targeting high school children or retired mill workers. To the contrary, you would like to achieve professionals and companies that will assist you to expand the company.

In accordance with social media pros at Hurry My Essay, the next step would be to establish professionalism and authority by producing a well-designed LinkedIn accounts:”Always use quality pictures, include site URL, and include hyperlinks to your landing pages and other social networking reports.

It is the area in which you show expert wisdom and compose insightful industry-related opinions.

With this effort, you can barely stay undetected among LinkedIn members.

LinkedIn for company does not only give your business the opportunity to boost awareness.

You may use it to create a personal brand and eventually become a KOL into your specialty. It is a long-term procedure, but it is certainly not a mission impossible.

Here Is What you need to do:

Produce quality articles :

Your task is to compose in-depth investigation and provide readers the motive to accompany you. Keep away from short posts if you don’t have something quite important to state. Use longer structure to express your suggestions and prove them together with case studies and statistical findings.

Stay up to date with your posts and utilize the hype to catch the interest of your relations.

Prove your character :

The very best LinkedIn writers personalize their articles. They construct unique fashions, making them more memorable and interesting. You need to follow the exact same pattern and show your character — it will make you seem more natural, and that means you’re able to fortify relationships with your followers.

Even in the event that you write the most outstanding articles, it will not allow you to develop into a KOL in the event you don’t do it regularly. Locate a rhythm that is suitable for your own program and publish posts frequently. This way, you will continue reminding folks of yourself along with your enterprise.

Do not forget to add calls to actions to your articles.

Your content production efforts can’t go undetected and you’ll certainly grow the community of professional acquaintances fast.

According to the analysis, over 90 percent of executives ranked LinkedIn because their number one choice for professionally related content.

In the end, you can not do any type of business with no severe private relations.

But how do you raise the amount of LinkedIn followers?

The very first step would be to advertise the webpage on other resources like business website, social networking reports, emails, blog posts, etc..

One more thing you could do is to encourage workers to behave as brand urges on LinkedIn. Apart from being faithful followers, they ought to also result in the marketing of your webpage by sharing intriguing notifications, content, as well as information.

If you would like to pull an extremely specific group of followers, then we advise you to construct a Showcase Page within an extension of this Business Page.

It is a handy method to concentrate on a certain product or brand, thus allowing individuals who do not have interest in different regions of your company to focus on this section exclusively.

You have heard a great deal of things about the LinkedIn marketing up to now, but that is where matters get much more intriguing.

There are basically 3 ways to use LinkedIn for company growth:

  1. You’re able to run a research to locate prospective customers. Assess their online behavior, articles, and opinions. It can allow you to find out more about company prospects and likely provide you with the notion of how to approach them.
  2. Prospect research is a proactive LinkedIn strategy, but you may also utilize the passive approach and that’s to request customer reviews and testimonials. It is excellent to have a whole great deal of consumer endorsements, but it is even better to collect many customer reviews. In this manner, you get non-biased testimonials from folks who really worked, that’s the ideal form of word-of-mouth marketing it is possible to get.
  3. After a prospect visits your webpage to test out you, you must welcome him with an attractive announcement. Use this attribute to briefly describe your company and include only a couple of details to provoke curiosity.

Successful companies rely on high tech staff.

LinkedIn provides you the advantage of locating and reaching out to gifted professionals, which means you need to use it to strengthen your staff.

LinkedIn profiles are full of candidate info. You may analyze each prospect and take a look at their employment background, academic history, qualifications, and abilities.

At precisely the exact same time, you can view their exemptions, pursuits, and recommendations.

Employing LinkedIn Recruiter, you may start looking for prospects by many of indexes — job titles, companies, places, management degrees, schooling, past positions, and a number of other capabilities.

And it is rather simple to reach out to those people since you simply have to send them a personal message from the LinkedIn inbox.

Why is this stage even more intriguing is that you’re able to examine the professional pursuits of their targeted candidates. You can view their articles and opinions, but also to find out more about their relations and internet influence.

In the event you notice someone comfortable among relations, it is possible to ask this individual to tell you about the young talent.

Optimize Connected Page to Boost Search Visibility

LinkedIn page optimization is very important when you would like to allow people find you easily. You have to employ the very best SEO practices so as to boost visibility.

As an internet business, you have to ensure that everything you write about your organization is accurate and current. This usually means incorporating the ideal contact information (mails, site address, telephone numbers, etc.) along with other standard details such as places, number of employees, goods, market, awards, etc.

Apart from that, LinkedIn enables businesses to personalize their merchandise & Services pages. It is possible to take advantage of this chance to target unique customers based on market, places, company size, job titles, or some other attribute for that issue.

Obviously, keyword plan is vital to get LinkedIn optimization so that you need to carefully select phrases and terms which describe your company the very best.

Remember you will need to run a keyword study for every new post you write to optimize the search engine optimization possibility of your own content.

LinkedIn is the best place to market your new goods or solutions, especially in the B2B market.

If you’re organizing a product start or have significant news to share on your own brand, do not be scared to spend a little excess time and tools in LinkedIn advertising.

Harness it and upload new things out of the portfolio, but do not stop there. It’s also wise to add high-resolution pictures of this product followed by comprehensive and keyword-rich descriptions. In the event you are able to spend and manage video promotion, do not be afraid to make a movie tutorial. It is the best approach to clarify product features and emphasize the advantages of utilizing it.

There’s yet another very significant detail — constantly add a hyperlink into the landing page to permit prospective clients to do it instantly.

With no powerful CTA, attaining the objective is nearly not possible.

Use Paid Advertising

It’d be so cool if you were able to increase LinkedIn consciousness only organically.

However, that is not always a terrible thing.

Utilizing paid advertisements, you can aim the audience based on heaps of related capabilities. As an example, you can target at customers based on titles, seniority, classes, abilities, levels, business size, age, sex, names, and lots of additional private or professional characteristics.

This is only one of the chief reasons why paid advertisements on LinkedIn prices more than advertisements on other social media, but it is well worth every penny.

Irrespective of your market, you’re likely to confront a harsh rivalry on LinkedIn.

There are most likely dozens of similar businesses which are looking to do exactly the exact same thing — cultivate leads and find new business opportunities. It makes LinkedIn advertising far more challenging, but in addition, it provides you a few benefits.

To start with, you are able to stay current with the most recent industry trends and avoid missing out on significant developments. And second, you are able to analyze the largest competitors to find out what they do nicely.

In this manner, you are able to adopt things they’re good at, even though you’re able to exploit their flaws and overcome them in locations in which they do not perform flawlessly.

Conclusion

LinkedIn isn’t the biggest social network, but it is undoubtedly most powerful among professionals in the B2B market. Therefore, it provides you the opportunity to boost awareness of your business and create fresh leads through networking and finding business opportunities.

If it sounds intriguing enough, you need to prepare a LinkedIn plan to provide a fresh push to your organization.

This article showed you 10 suggestions about the best way best to raise the productivity of the internet company using LinkedIn.

It may take some time before you get things moving, but the result will be quite favorable — so do not be afraid to make your move!

Is there Any Value in Using Google Display Ads?

Paid online advertising, most commonly called Pay-Per-Click (PPC) advertising, has become one of the most mediums and cost-effective in the digital marketing strategist. The Google AdWords platform enables digital marketers with the ability to easily reach hundreds of millions of prospective customers around the world via search and display ads. This gives us digital marketers the opportunity to reach people in multiple countries, multiple languages, and do it from one computer terminal.

Crazy to think that while I was moving into the Marines in 2003, Google was introducing a brand new, never seen before advertising feature called the Google”Screen Network” on its current platform. With the ability to reach millions of new users for a far lower cost than the Google search network, it has instantly become a huge hit with online advertisers.

After launching the AdWords platform for a couple of years, Google noticed that some keywords were quickly overcrowded. Popular keywords such as”insurance” and”mortgages” attracted so much competition that the cost per click quickly reached ridiculous numbers. Interestingly, these early online advertisers were willing to pay these super-inflated rates.

So as to make their advertising platform more rewarding and more powerful for advertisers, Google has chosen to launch its display network. By offering publishers a reduction in average cost per click, publishers are encouraged to run ads on their site, while Google has significantly increased their viewers.

Today, users can sign up for the Google Display Network partnership through what is pretty widely known as the Google AdSense. By meeting certain website criteria, webmasters can begin to post the Google ad on their site in a few days. Currently, the network has more than two million participants and claims 90% of the population on the Internet. If you’re an online advertiser, then you should rub your palms of excitement!

More advertisers were confined to Google search traffic, but they could now target users that had never been on Google. With a lower cost per click and a larger audience, this has enabled more advertisers to struggle for the same keywords without needing to pay the high cost associated with search keywords.

The new advertising format enabled businesses to advertise in a way they had never achieved before. By incorporating a range of amazing features, such as retargeting and graphic designs, online advertisers started to have many advantages to using the display network.

However, as it usually is in life, if it seems to good to be true, it usually is. .

If it’s really like people think, then everybody would surely use it? But this is clearly not true. With some experts telling you to use it and others telling you how to avoid it at all costs, who should you listen to? That’s exactly what we’re going to deep dive here so you can come to your own fact-based conclusion.

Is there Any Value in Using Google Display Ads?

Google Display Network Benefits

Expanded hearing

The first and most obvious benefit of the Google Display Network is its massive reach. With over 2 million websites in their screen network, this dramatically increases the exposure and reach of your ads. When you use the standard AdWords platform, ads are shown only to people who visit Google and search for certain keywords. If you use the display system, your ads may show to folks who have never done Google search in their life. This is clearly a massive advantage as it helps to increase your exposure and, ultimately, to see your ads seen by even more people.

Is there Any Value in Using Google Display Ads?

Display Ads have a Lower Cost Per Click (CPC)

Compared to the default Google search platform, the cost per click on the display network is almost always cheaper. This means that you can always target users who are interested in your product without having to pay exorbitant fees. With some cost per click on the search network of over £ 10, the display network is a great alternative for advertisers looking to make the most of their money.

Is there Any Value in Using Google Display Ads?

Different Pricing Models

Pay Per Click can be the payment model that many advertisers are used to, but with Google’s display network, it’s possible to change it to CPM. Known as cost per mille, CPM can sometimes benefit some advertisers because cost per 1000 views can sometimes be cheaper than cost-per-click. If you pay 90p per click, but the CPM runs at £ 10, you’ll benefit from using the CPM model if you get more than 12 clicks. This is a great way to save money and improve your return on investment with high performing ads.

Is there Any Value in Using Google Display Ads?

Visual Announcements

Unlike standard Google search ads, which are fully text-based, the display network allows you to use much more attractive visuals. Not only are these ads visual, but they can also be animated to make them even more effective. When placed on the right website, these visuals can dramatically increase click through rates (CTR) and typically result in higher conversions than text ads.

Is there Any Value in Using Google Display Ads?

Retargeting Display Ads

Retargeting ads are among the most effective features of the Google Display Network. When you have never used retargeting ads before, you are absent. Not only do they increase your odds of converting customers, but they are also ridiculously affordable. If a user visits your website via a PPC ad but does not convert it, many advertisers consider it to be a lost track. They’ve already paid the click and haven’t had conversion, so it’s time to proceed to the next user?

Nope!

With the power of retargeting, you can create a new campaign targeting just those who have visited your site. By using Google’s display network, the website tracks users through cookies and displays their ads after visiting your site. By always reminding them of your product and after it on the web, you greatly improve your chances of getting a conversion.

Is there Any Value in Using Google Display Ads?

Google Display Network Disadvantages

The first issue of using the display network is that you don’t really have direct control over which sites your ads are displayed on. Google does its best to place your advertisements on the correct sites, but even that does not always work out the way planned. This simply means that there are times when your advertisements could be placed on a website that isn’t relevant to the topic you’re targeting or that you prefer not to display on.

While it’s always possible to stop certain websites from displaying your advertisements, you may have to manually add them through your AdWords campaign settings. This means that if you don’t want to check something ridiculous like 2 million websites all individually, it might be possible that some of your advertisements will be shown on some undesirable and non-related websites. Not only can this become a public relations fiasco, but it also means you will not obtain the highest quality traffic on the network.

Is there Any Value in Using Google Display Ads?

Display Ads Audience Refinement is Impossible

Another issue with Google Display Network (GDN) is that it is more challenging to target certain users. An example is if you sold TVs; it’s most likely that you’ll find the best conversion rate if you were able to concentrate on only those looking to buy TVs as opposed to people looking for information about them.

On Google’s search network, it is as simple as adding the phrase”purchase” to the search term to alter the intent of this keyword search phrase intent. However, in regards to the display network, it’s much more challenging to distinguish between the two and ultimately what the consumer is looking for. This means that your advertisements will probably be broadcast to both types of users, which isn’t the ideal way to maximize your budget.

Is there Any Value in Using Google Display Ads?

Website Announcements might not be Relevant

In addition to being not able to control the exact type websites which your ads are displayed on, there’s also a relevance issue at hand. Google does its best to figure out what a web page is all about and then display a suitable ad based on things such as keywords. However, it does not always go as planned, and there is times that it is going to display something completely random. Unfortunately, there’s no way around this possibility if you don’t manually exclude this specific website from your campaign settings. If you want your display advertisements to be shown on relevant sites, it’s ideal to purchase banners on that specific website, directly from your webmaster or site owner.

Is there Any Value in Using Google Display Ads?

What’s Your Display Ads Goal?

Display ads may or may not be the right selection for your PPC campaign based on your marketing campaign goal. Are you aiming for awareness, nurturing, or lead generation?

  • Awareness: Display ads can be a excellent way to grow awareness and create demand for your product. While it’s always a best practice to get as specific as possible with targeting, display can provide massive reach. Consumer brands or companies that want to drum up awareness fast can gain from display ads.
  • Nurturing: so long as you are using intelligent targeting, display can also help nurture leads and prospects your funnel down. Use strategic targeting such as retargeting, similar audiences, custom viewers, or topic targeting if nurturing is your target, and ensure that your display ads support a larger marketing campaign.
  • Lead generation: Generally, display is a bad way to capture leads or push a specific action from a customer, like filling out a form. If lead generation is your goal, target only the most relevant audience, and use CPC bidding instead of CPM.

Are You Running Google Search Campaigns?

If you are already running Google AdWords search campaigns, bottom-of-the-funnel display ads can be a good complement. First, make certain you feel comfortable with the functionality and profitability of your existing search campaigns, and then add bottom of the funnel display solutions like Retargeting Lists for Search Ads.

Display ads aren’t right for each B2B advertiser, but they can add substantial value in the right situations. Still not sure if display ads are a wise idea for your business? A test never hurts.

Marketing tactics create different results for different companies, so just because something does (or doesn’t) work for one organization does not imply it will (or won’t) for you. When it comes to ads, always trust your own data.

social-signals-seo-relationship
What’s the Relationship Between Social Signals and SEO?

In the Digital Marketing realm, the heavily debated topic of social signals and SEO correlation is only begun. Though this has been the case for a few years now, it’s really only just begun in my opinion. Do a quick google search and you’ll find a ton of research that studies the correlation  between social signals and SEO. Also, I’ve had countless clients ask me if social signals are an SEO ranking factor that they should be paying attention to and incorporating to generate more traffic and sales.

While Google may state that social signals are not an SEO ranking factor the quick answer most SEO experts will say is yes it does make a difference in how your website organically ranks within Google.

Let me elaborate on why I think social signals do make a difference in how a site ranks.

social signals and seo correlation according to google

According to Google

Think about it for a minute, if Google were to actually give away their secret sauce to organic search ranking that would make our lives as SEO practitioners super simple. Lol, but as you guessed, that’s never ever going to happen so we have to digest and analyze the word of people like Matt Cutts who is the former head of Google’s spam team. And what’s his take on social signals impact on SEO? While he may say that social signals are not a direct SEO ranking factor, current Google employees say that website links shared on social platforms like LinkedIn, Facebook, Twitter, etc are…

There’s a video of Matt Cutts from back in 2014 where he states: “Facebook and Twitter pages are treated like any other pages in our web index… as far as doing special specific work to sort of say oh you have this many followers on Twitter or this many likes on Facebook, to the best of my knowledge we don’t currently have any signals like that in our web search ranking algorithms.”

What we can take away from Matt  Cutts’ video statement is that Google views all pages on social media channels like any and all other types of pages indexed in Google. So that would mean that if your website’s pages are being consistently shared on social media channels, then it’s just like your site getting  backlinks from any other external source. 

social-signals-seo-relationship

Based on Industry Case Studies

It’s my personal opinion that you should always let the data do the storytelling. For example, all my digital marketing strategies are backed by lots data and careful research.

That said, just because ole Google publicly tells us that social signals doesn’t directly affect organic search ranking factor absolutely does not mean that these social signals doesn’t impact a websites rankings or even that a sound social media strategy shouldn’t be an integral part of a solid and robust SEO campaign.

To further back my position we can look at a study conducted by Hootsuite, a leading social media management tool, that shows a distinct correlation between social signals and a site’s SEO rankings. The study looks at both looking at organic posts (those done on the newsfeed and aren’t paid) and promoted (paid) posts. Though you do not have to run paid ads on Facebook, doing so  actually might have a positive impact on your SEO rankings. When looked at even more closely, the Hootesuite case study shows a positive correlation between total number of social engagements and SEO rankings. This leads to only one conclusion and that it’s absolutely beneficial to your brand to share your website’s content on social channels. Simply put, having a lot of social engagement (remember that engagement is everything to Facebook’s algorithms as well) from your social media audiences will lead to  improved SEO performance for your website.

social-signals-seo-relationship

Key Takeaway

Here’s what you should be focused on with your website’s social signals and SEO:

  • Leverage all high quality site content for your social media marketing efforts to boost your overall organic rankings in Google. Now, please don’t take this to mean that you just lazily share your blog posts and think you’ve done a damn good job at getting social signals, then wonder why the hell you’re not tearing it up in the Search Results Pages! You have to take it a step further and share your best interactive content such as quizzes and info guides, videos, all your top user-generated reviews, and so forth. 
  • Consider running targeted paid promotional ads on your best content. But don’t be a drunken sailor and recklessly blow  all your money. Start by allocating your marketing budget appropriately so you can get more eyeballs on your best performing content that actually engages your audience for best results. 
  • Always, and I mean always be performing A/B split tests to know which content type such as blog, videos, quizzes get the most social engagement on your channels. Without a doubt, social engagement has shown direct correlation with increasing a site’s organic rankings. Just keep in mind that Facebook is discouraging businesses from straight up asking for likes, shares and comments from users, so do avoid doing so in order to stay on Facebook’s good graces. Plus no one likes someone to ask them to do something, we all want to do it because we feel like it’s the right thing to do and not something we are pressured into doing. 

social-signals-and-seo-relationship

Best Tools for Social Signal and SEO Integration

I believe the best digital marketing strategies are only those backed by sound data and ongoing research. Yes, that does sound obvious, but you’d be surprised how many companies I’ve encountered over my years of doing this that just fly by the seat of their pants and are doing whatever the flavor of the day is.  So as you begin to plan out your social and SEO  strategy, remember to incorporate data along with the tools I recommend below to help shape your strategy.

If you’re looking for some awesome tools that you can leverage to help plan and measure the impact of Social and SEO integration, I’m about to give you my secret weapons that i use every single day to kick the shit out of my competitors. Some of these tools take a little study, but I’m sure that if you set aside the time you can become just as proficient as I am with them. 

MoneyRobot

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MoneyRobot is probably my most favorite tool simply because it’s just so easy to use and it’s highly effective. MoneyRobot allows me to rank n bank websites with ease and provides both social signals and SEO backlinks that are paramount to your online success. I’d say that out of any of these tools on this page, this is the one that I would recommend using to quickly and easily rank your website and give it the social juice it needs to succeed.

DripRevolution

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DripRevolution is another awesome social signal and SEO tool that I use to help me rank up websites for myself and clients. They provide a unique service which are all created and managed manually with real social accounts and this gives you a diversity of social signals, which affect the SERP’s (search engine results pages) and increase organic traffic to your website. Plus, they have a 7 day free trial which allows you to test drive the product and see just how awesome it is.

 

BuzzSumo

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BuzzSumo gives digital marketers a way to analyze what and how their content performs for any brand or topic/ BuzzSumo helps you understand which content is best resonating with your target audience. Also, you can use the tool to get better insights on your companies social footprint.

BrightEdge

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BrightEdge is a popular online platforms that integrates social signals into their content platform. BrightEdge provides digital marketers with actionable data that is used to optimize campaigns across multiple channels such as their website, organic search (SEO), and social media channels (Facebook, Twitter, LinkedIn, etc) in order to maximize cross-channel marketing results.

youtube traffic
6 Ways to Increase Your YouTube Traffic

 

There’s little doubt that YouTube has changed the video industry for good. It’s become the central hub for information, entertainment, and self-expression and as an important platform to increase online presence. Video marketing is a required and integral part of modern digital marketing that leads to engaged consumers, who are loyal to their brands, and product/service sales. With billions of videos and countless numbers of competitors all trying to get YouTube traffic, how can your brand stand out from everyone else? I’ve put together a useful guide on driving quality YouTube traffic that outlines 6 different methods that can deploy in your marketing mix to help you achieve more engagement with your target consumer base.

6 Ways to Increase Your YouTube Traffic

Want more YouTube traffic? Start by Optimizing Your Channel

There’s no end to the number of videos and channels fighting for audience attention. Therefore, it’s a requirement  to optimize your videos in order to rank higher with organic reach or SEO in order to start getting YouTube traffic. Millions of people around the world search YouTube content on a daily basis. How your videos rank can make a huge impact on how much YouTube traffic you get from users searching. So what can you do to improve your SEO rankings and get more YouTube traffic?

YouTube is the second largest search engine in the world, behind its parent company Google, and the largest search engine  for video content. Just like any other internet search engine, it uses a complex algorithm to index and rank content in order to help viewers find relevant videos for which they are actively searching.

YouTube traffic tips for ranking higher via SEO:

  • Keywords: YouTube uses keywords to rank, therefore do your keyword research to find out which phrases users are searching for. One of our favorite  SEO research tools we love for discovering YouTube keywords is Ubersuggest.
  • Metadata Optimization:  If any more YouTube traffic then use your keyword research to optimize these components:
    • Video Titles– the more keyword-rich your title is, the more YouTube traffic you are going to receive. Although it can be tempting to take a special and creative approach to naming your videos, you will see a lot more YouTube traffic when you make the title keyword rich and based on what people are actually searching for.
    • Video Descriptions– a solid description which lets viewers know what the video is about and why they should be interested is paramount. Be careful to use keywords in conversational ways rather that keyword-stuffing, which can hurt your rankings.
    • Video Tags– YouTube offers category tags when a video is uploaded to help define the subjects it relates to. The number of tags you can include is limited, so be sure to use only the most relevant keywords and phrases in your video tags.  
  • Regular Posting: Posting relevant videos with consistency is crucial for increasing your YouTube traffic, followers, and search rankings. The YouTube ranking algorithm heavily factors in regular video postings when ranking your videos.

youtube thumbnails helps to Increase Your YouTube Traffic

Choose Great Thumbnails

An overlooked tool that can help draw YouTube traffic is the video thumbnail. By default, YouTube randomly selects a frame from your video that it uses as the thumbnail in the search results. However, by changing it to something more interesting or relevant can make the difference on whether a user clicks on your video or moves on to the next. Make sure you choose a thumbnail that stands out so that it catches the attention of searchers. For YouTube partner, don’t forget the option to upload a custom thumbnail. This is important because the thumbnail image is typically the first thing a viewer sees which can influence them to click on your video.

 

youtube analytics to Increase Your YouTube Traffic

Know How to Use YouTube Analytics to Get More YouTube Traffic

YouTube offers a lot of analytical tools that are important for digital marketers. YouTube analytics provides you with information on things such as traffic sources, watch time and audience retention, device type, audience demographics, and a lot more. It also provides you with interaction reports showing subscriber activity, comments, likes and dislikes, shares, etc. All of this data is easily accessible and can help you understand who your audience is as well as their habits. Leverage this information to better target your viewers and create content that is the most appealing to your core audience and it will lead to more YouTube traffic.

6 Ways to Increase Your YouTube Traffic with youtube playlist

Create a Playlist

Another feature of YouTube that content creators often fail to take advantage of is the option to create video playlists. When organized properly, descriptive playlists can have significant benefits. When you group related videos together into a playlist, it not only organizes the content of your channel for viewers, but keeps them watching as videos auto-play.  This leads to longer watching sessions, which show users are engaged and could impact your YouTube traffic and overall search rankings. Additionally, playlists provide another searchable item for your channel, adding to your discoverability. Sometimes your individual videos and playlists will even show up in the same user search. Additionally, it’ll expose viewers to your other videos, including content that might not be as popular by themselves. YouTube traffic starts with optimization which is essential and you’ll want to edit the playlist metadata using keywords for the best search visibility.

6 Ways to Increase Your YouTube Traffic by monitoring youtube comments and engagement patterns

Monitor Comments and Engage with Your Target Audience

Like any social media channel, active reputation management is important when it comes to YouTube traffic. Be sure to take the time to read comments on your videos and your channel, and engage in meaningful ways with your audience. Reply to positive comments with reinforcement, answer any questions viewers may have, and reply with solutions to any negativity. Make sure you monitor for any spam comments or harassment, and delete or report them immediately. Not only will keeping a watchful eye and replying to comments establish you as an authority leader on the video subject, but it’ll assist you in engagement with your audience while increasing your presence and YouTube traffic.

6 Ways to Increase Your YouTube Traffic with youtube cards

Leverage Cards for More YouTube Traffic

YouTube offers a variety of cards that can be added to your videos. These include:

  • Channel cards – links a channel you want your viewers to visit
  • Donation cards – useful for soliciting fundraisers for nonprofits
  • Link cards – link viewers to external websites, crowdfunding projects, or merchandise for sale
  • Poll cards – allows the audience to vote on a poll
  • Video and playlist cards – links to another video or video playlist within YouTube

The YouTube Cards mentioned above are useful tools that not only improve your organic search rankings and drive user engagement, but lead viewers to your other content, your website, and more. In addition, compelling images can be added to end cards in an effort to draw more YouTube traffic to the video content being highlighted.

Conclusion

Whether you’re creating for a company, person, or brand, it’s obvious that YouTube has become an indispensable video marketing platform. In order to drive video views and get the social metrics you ultimately want all boils down to how you setup your initial Gameplan to drive quality YouTube traffic to your channel. With these tips, you’re on your way to building a bigger audience and providing an even more rewarding YouTube experience for both your viewers and your brand. 

The Adwords Structure Needed for Search Campaign Success
Your Adwords Structure Setup Dictates the Search Campaign Outcomes

There’s so many variables that dictates the success or failure of an AdWords Campaign. The moment you decide on your Adwords structure is when you’ll define a successful search campaign from one thats a complete flop.  It’s well known that ongoing account management and optimizations are most important to PPC success however before we can even begin talking about optimization, we need to focus on building the Adwords structure foundation layer that’ll serve as the springboard for all future campaigns. There’s so many different methods that one can take to structuring their Adwords account so I’m going to stick with the methods I’ve found to consistent show solid results and which are relatively easy to replicate so you can learn this approach, then implement into your own Adwords account and which will lead to you developing your own Adwords structure style.

Adwords Structure Overview

An AdWords account contains a hierarchy of components as follows: campaigns > ad groups > ads > keywords. Campaigns are at the top of the pyramid. They house our ad groups, which contain our ads and keywords.

Essentially, the basic framework of an AdWords account is pretty simple, however to actually execute proper Adwords structure from scratch is where you will need the most practice. First and most importantly, you must predetermine what your strategy is prior to starting starting the development process. Whether or not you plan on creating Display Ads along with search campaigns, you have to have an end goal in mind. Search campaigns are generally the first campaigns that are going to be built out in a PPC Campaign so logically that’s where we will begin.

The Adwords Structure Needed for Search Campaign Success

Adwords Structure at The Campaign Level

How you initially set up your Adwords campaigns is a pretty big predictor of your campaigns success, or ultimate failure. At this stage, I prefer a simple approach to my campaign structure by casting a wide net in order to help me later on by making the account management and optimizations run smoother. My goal is to simply generate data. From experience, it will typically take 3 to 4 weeks of running brand awareness campaigns to gather enough data so that I can begin targeting. Each initial campaign needs to be broad based and as the data comes in will be whittled down over and over until it’s narrowly focused and showing traction as a winner 

Brand vs. Non-Brand

Separating your campaigns by brand and non-branded keywords is typically the first step that’ll be put into action. Your branded campaigns will perform a lot differently than your non-branded campaign, which is why they’re sectioned out by campaigns. As a starting point, the budget required for a brand vs. non-brand campaign will vary as well. Branded campaign will still be themed out but done so at the ad group level depending on the amount of your product and/or service offerings on hand.

The non-brand campaigns typically have more competition and will require a lot more oversight and daily management ranging from budget optimizations to ad scheduling. Structuring our campaigns this way allows us to focus more on the high level theme, which makes budget allocation more streamlined and efficient due to campaigns structuring.

The Adwords Structure Needed for Search Campaign Success

Keyword Match Type

Your Adwords campaigns should also be segmented out by keyword match type. The way I’ve approached this is to have the first campaign containing broad match keywords, or broad match modified with a phrase matched keywords grouped by ad groups, and then I’ll clone a campaign from one of 2 methods described above that will contain just exact match keywords. This Adwords structure gives us two campaigns that has the same keyword sets, only one will consist of broad/phrase match keywords and the other strictly exact match. Now this is important, the exact match keywords should then be applied as negative keywords to the first broad match campaign. This is important as it will prevent internal competition amongst keywords. 

Why would we do this? Let me explain.

Your broad match campaigns will cast a wide net and draw in search queries that you can potentially add as new keywords while your exact match campaigns only trigger ads for the exact keyword phrase, exactly as you have it written. Once search queries are worthy enough to be counted as keywords, they’ll be added to exact match campaign and then applied as a negative keyword to the broad match campaign it came from. This keeps campaigns clearly and organized so that optimizations are a lot easier to manage.

Adwords Structure: The Ad Group Level

Your ad groups should be categorized by more granular themes. Each ad group should contain a keyword set that is as relevant as possible to your ad group. When you do this, it just makes it easier to identify keyword sets that aren’t engaging by your audience and you’re able to make the cuts to improve them.

Having your keywords organized like this will also help improve the Quality Score of your keywords. You’ll want your ad copy to be as closely related to your keywords as possible in order to generate high click-through-rates and improve the ad relevance of your creative. When keywords are in tight clusters, your ad copy will reflect a highly relevant message to your audience and boost the performance of your campaigns. On the topic of Quality Score, there is another method of setting up your campaigns at the ad group level.

Single Keyword Ad Groups (SKAGs)

SKAGs are exactly how they sound, every keyword receives its own ad group. This can be extremely helpful in situations where keywords are in hyper competitive ad auctions or their average cost-per-click is extraneously high. In these circumstances, Quality Score can pay huge dividends to the amount you pay per click and pay per acquisition.

When each keywords is in its own ad group, your ad group will (at least it should) contain ad copy that has the keywords directly placed into it. Matching ad copy to your keywords greatly improves CTR (try resisting clicking on an ad that has what you searched on Google displayed right in front of you) because your copy will be highly relevant.

It is important to note that this type of structure does require added maintenance in the long run. Each time a new keyword is added to a campaign, a new ad group and set of ads must be created as opposed to bucketing new keywords into an ad group theme in the first strategy mentioned. While some extra hours may be put in down the road, benefits will be reaped with strong performance.

Adwords Structure: The Ad Level

At the ad level, it’s a best to have around 3-5 ads per ad group. This allows you to test copy variations in order to see what sticks best with your target audience.

Every ad contains the following components:

The Adwords Structure Needed for Search Campaign Success

The ad components that you need to focus on testing are the Headlines and Descriptions. When conducting your split tests, you need to keep every component of your ad exactly the same with the exception of the one component that you’re testing. Done this way makes it easier when generating test results, to know exactly which component of your ad is responsible for a winning ad. A new variation can then be prepared and added into the rotation.

Conclusion

The structure of an AdWords account can be the difference between a winner or a complicated needy partner that demands hours of your time. It’s essential to build a solid foundation if you plan on having an account for any length of time. By structuring your AdWords account using the practices here, you will be able to more easily jump into campaigns and see where you’re having success, as well as identify the root causes of poor campaign performance and positive results alike.