In this issue, articles include: 7 Ways Your Website is Costing You New Customers, The Past, Present & Future of Digital Marketing, The TikTok Marketing Blueprint for Local Business Success, and How Storytelling Can Transform Your Marketing.
Local SEO Strategies That Matter Most Right Now
As we move further into the digital age, it’s becoming increasingly important for businesses to have a strong online presence. The ultimate goal of SEO is to rank higher in Google’s search results for relevant keywords. The only problem is, Google’s algorithm is constantly evolving, with updates and tweaks occurring up to 600 times in a year.
From the Google Caffeine update in 2009 that resulted in faster and more accurate search results, including up-to-date results from the news and social media, to the fifth Product Reviews Update in September 2022, which aims to rank product review-related content to make results more useful to the searcher.
Google is constantly searching for new ways to improve their search results. This means that as Google’s algorithm continues to change, it becomes a challenging task for SEO professionals to adapt their strategies accordingly. As we roll into 2023, here are the SEO strategies that will matter most coming into the new year.
The Rise of Voice Searches
Since the development of Amazon’s Alexa, Apple’s Siri and the Google Assistant, voice searches have increased in popularity. An estimated 41% of adults and 55% of teenagers based in the US make use of voice search daily. These figures cannot be underestimated as they’ve only increased year after year.
Smart speakers also started as a novelty when they first appeared on the market, typically used to answer basic and sometimes silly questions. Now, with new appliances such as Google Home, Amazon Echo and the Apple HomePod, it seems to be a rising trend that is predicted to become the main search method in years to come.
These advancements are due to the regular enhancement of Artificial Intelligence, which has been changing the way that people interact with technology. With machine learning progressing in leaps and bounds, the world of online searches and marketing will never be the same. They are better equipped to make predictions, and are programmed to recognize keywords and phrases.
Application
- Target conversational keywords
- Create an FAQ section on your site
- Build a Google Business Profile
- Appear in featured snippets
- Optimize for mobile searches (An estimated 27%of people around the world are now conducting voice searches on mobile)
Optimizing Images for SEO
Pictures and graphics are undeniably an integral part of any website. They help with breaking up content and retaining a viewer’s interest. However, as the resolution of images improves, the larger the files become, slowing down the server’s loading speed. This is where image optimization comes in.
Image optimization should be a standard practice for all SEO professionals, however it’s rarely taken advantage of. This tactic mainly refers to optimizing images for the web by decreasing the image size, without reducing its quality. The benefits of optimizing your images include faster loading speed, improved SEO rankings, and increased website traffic.
Application
- Compress images before uploading
- Utilize alt text
- Rename images according to relevant keywords
- Make use of lazy loading
- Consider your image format
- JPEG offers the best quality for smaller sizes
- PNG is better suited for simpler images
- GIF should be used solely for animated images
Video Marketing is Here to Stay
If you’re not sure about whether or not video marketing should form part of your overall strategy, here are some statistics that prove it can be an invaluable tool for many businesses:
- You are 53times more likely to appear on the first page of Google results if your website contains videos.
- It’s possible to increase your conversion rate by 80%by simply displaying a video on your landing page.
- 90%of people state that videos help them make their purchase decisions.
- Videos are the fastest way to relay important information and get your message across.
While video marketing may be more expensive and require more resources, 54% of people said they would like to see more videos from the brands that they support. There remains a gap in this market, as some businesses are hesitant due to the subjectivity of video marketing results.
Application
- Incorporate video content throughout your website
- Target keywords when labeling videos, including key points
- Create videos around relevant content
- Use appropriate hashtags on social media
- Outsource content creation to freelancers
The Integration of Marketing AI
This strategy involves the integration of Artificial Intelligence (AI) into everyday marketing tactics. It is known to generate automated decisions based on real time data, statistics and observations. It’s an invaluable tool when it comes to speed and relevance, with more than 80% of industry experts already using some form of AI into their digital marketing strategies.
Marketing AI already takes many different forms, some of which we are all familiar with:
- Chat bots
- Data analysis
- Idea generation
- AI Writers
- AI Paraphrasers
- Content generation
- Natural Language Processing (NLP)
And the future anticipates only further integration of this technology. The market value of AI in marketing worldwide is predicted to escalate from $15,84 billion in 2021, to an astonishing $107,5 billion in 2028. This makes it abundantly clear that marketing AI is here to stay, and may need to be considered for all strategies in the near future.
Application
- Consider ai content automation tools
- Monitor your site’s data analytics
- Use an AI writer
- Make use of personalization in marketing tactics
- Enhance sales forecasting using Key Performance Indicators (KPIs)
Optimizing for Mobile-Friendly Websites
If you’re wondering if optimizing your website for mobile searches is necessary, you’ve come to the right place. It’s important to know that 63% of all organic Google searches in the US are conducted on mobile devices, with these numbers expected to climb further in the years to come. Having a mobile-friendly website is therefore a crucial part for your 2023 SEO strategy.
After Google launched their Mobile Speed update in July of 2018, the loading time of content on a mobile device officially became a ranking factor.
One of the best ways to optimize your mobile site is by using Google’s AMP (Accelerated Mobile Pages) method. It can be used in the creation of emails, adverts and websites. And since page loading time is a ranking factor on Google, it should be carefully considered.
There are a few benefits of using AMPs:
- They load almost instantly, making for a better user experience.
- They’re easy to build, reducing time spent on web design and formatting.
- They’re supported by multiple platforms, not only by Google.
Application
- Test your site’s mobile-friendliness using Google’s Mobile-friendly test
- Use custom CSS to improve your site’s responsiveness
- Improve the loading time of your website pages
- Keep track of your site’s core vitals
In Summary
While it’s impossible to know exactly what the future will hold, the SEO trends for 2023 seem to be pointing towards a more technical and user-friendly approach.
Companies will have to focus on providing a better user experience, as well as making sure their website is mobile-friendly and responsive. They’ll also need to pay attention to voice search and make sure their content is optimized for this growing trend, and with video marketing and image search on the upward climb, they may need to form part of your future marketing efforts if you want to stay relevant.
By keeping these things in mind, companies can stay ahead of the curve and make sure their website is ranking high in the search engines. The main task is to keep up to date with these ever-evolving trends.
Stay Ahead of Your Competitors in 2023 with these 5 Trends
2023 has arrived! Even after the all the ups and downs of 2022 we made it and It’s exciting to consider what lies ahead. And if you run a small business, you probably want to know what the future holds for digital marketing.
While the basic fundamentals pretty much remain the same, there are several digital trends to consider looking closer at in 2023.
Conversational Marketing
People today want to feel like they have a close relationship with the companies they buy from. But cultivating that connection is not always easy. People don’t want to submit a lead form and then have to wait a day or two for a response from your business. They prefer to engage in a discussion right away and get the questions they have answered. Conversational marketing will therefore be essential in 2023.
Conversational marketing is a strategy that integrates instant messaging into a business’s marketing plan. Many businesses have already begun to do so by incorporating chatbots onto their websites. With the help of these tools, customers can contact the business and receive immediate assistance.
One common objection to conversational marketing is that people don’t have enough time to respond to these messages. Fortunately, automated chatbots solve this issue by offering pre-written answers to frequently asked visitor questions.
Either way, your website will become considerably more useful for visitors if it has some kind of a live chat or canned response feature where visitors can get quick answers to their questions.
User-Generated Content
How can you persuade online users to buy your goods and services?
You can fill your website and social media channels with beautiful photos and the most compelling and convincing copy you can write. You can even throw in a wide range of compelling statistics BUT….
…. You can only get so far with all this self-promotion.
If you really want to win over future customers, you need your current customers to publicly advocate for you by providing user-generated content. People are more likely to trust a person than a company, after all.
Promotional materials made by customers themselves, whether textual or visual in nature, are examples of user-generated content. Several examples of user-generated content include the following:
- Social media posts that include images or videos of real people enjoying a product/service
- Video testimonials of customers talking about their most recent experience with a business
- Customer unpacking videos showing their excitement
Many businesses have developed a stronger brand reputation by encouraging their customers to act as brand ambassadors for the business. This trend in digital marketing will definitely grow in 2023.
What Is the Best Way to Get User-Generated Content?
Making it simple for them to write you an online review is one of the best ways to accomplish this. It can be as easy as creating a review postcard to present to happy customers. This card should have clear directions on how to leave a review, as well as a scannable QR code.
Another option (based on the situation) is to request a quick testimonial video from your most highly satisfied clients. Make it as simple as you can for them by offering to record it and provide them with talking point options if they prefer.
Offering incentives for creating user-generated content is the final option. For example, you could give customers who leave reviews special discounts. You could also run a social media contest where participants had to share a picture of themselves using your product along with a unique hashtag to be eligible to win.
Tools for AI
Recently, ChatGPT, an artificial intelligence (AI) tool, has been making waves online. This tool’s ability to generate intricate, authentic-sounding information in a matter of seconds in response to a straightforward request has astounded users. Some have questioned whether AI would eventually replace human marketers due to this most recent advancement in a developing trend.
But don’t start outsourcing all of your marketing content to robots! While it may be tempting to conceive of AI technologies as a substitute for human labor, skilled marketers cannot be replaced by machine learning systems.
The fundamental issue with AI tools is that they are incapable of producing high-quality content which Google prioritizes when deciding what should appear first in its search results. Google has made it clear that it would punish websites that contain AI-generated content. This is due to the fact that AI material is frequently inaccurate and spammy
Therefore, using AI-generated content only in your marketing materials is a mistake. For a while, you might get away with it, but eventually Google will catch on and penalize you. Visitors won’t appreciate its poor quality, and as a result, they’ll be less likely to support your business.
That said, AI tools still have a place in your 2023 digital marketing plan. Using AI tools for brainstorming, outlining, and research can be useful. For instance, you may ask ChatGPT to create some content for you on a certain subject, and then use that as the basis to jumpstarting your own writing. By doing this, the process of creating content can happen faster.
Quick Instructional Videos
As a small business owner, it’s your job to know everything there is to know about your industry. In order to show off your expertise, you can try uploading short instructional “how to” videos to the website and share it them social media. People love to see behind the scenes, or how things are done at businesses they support.
Thanks to apps like TikTok and Snapchat, the popularity of these films has exploded in recent years. These platforms only give users a few seconds or minutes. So, in order to succeed, it’s your responsibility to make these adjustments. Make the most of this brief opportunity to prove your expertise.
Interactive Features of Websites
Nothing is more beneficial than a well-designed website that seeks to engage with its visitors. Personalized tools and quizzes are appealing features because they let consumers quickly find solutions to their problems.
Personalized tools and quizzes are appealing features because they let consumers quickly find solutions to their problems.
For example, let’s say you run a local pizza place but you specialize in Detroit Style, which is typically more like deep dish, and is cooked on rectangular shaped pans instead of the traditional circular style most people are used to. Your pizza is thicker heavier and stretches all the way into the corners so they are getting a bigger pizza by volume.
But people don’t know that, and the most frequent question you get is how many people does each pizza feed? So simply by adding a pizza calculator they can input the number of people they are feeding, and it will suggest the number of pizzas they’ll need. This is especially useful for larger orders.
The more helpful your website is for visitors the better your business will do.
Which trends should you tap into in 2023?
You can expect to see all these top digital marketing trends in 2023.
But the trends you should tap into are the ones that make the most sense for your business. Customers are no longer satisfied with antiquated websites and marketing tactics from 2005. Instead, people want to engage with a business that uses modern platforms and takes the time to learn about their interests.
5 Cyber Security Threats Every Business Should Look Out For
Did you know that email is used by more than 4.5 billion people worldwide? And almost 80% of companies use it as their main way to find and retain customers. With numbers like that, it’s no surprise that hackers and scammers will find ways to take advantage of you.
These scammers utilize unsolicited emails, malicious links, and other methods to gain access to your network and steal your personal information, files, and other valuable resources.
Therefore, you must be proactive in order to prevent becoming their next victim.
We’re going to cover 5 of the most common email threats that affect people in every role and industry each and every day. We’ll also provide helpful preventive advice or solutions for each threat.
Spam
Starting off with the oldest and most aggravating threat: spam. Spam is defined as unwanted or unsolicited messages advertising various items and services, the majority of which are bogus. Some even include Trojans and other viruses that look like or attachments.
These emails overload mailboxes with trash that serves no value for professionals and simply wastes their time or reduces their productivity.
To give you an idea of how huge of a threat spam is, the statistics don’t lie:
- According to Statista, over 60% of email traffic volume is spam.
- Mailmodo reported that, one spam email generates almost 0.03g of carbon monoxide. In 2021, almost 4.5 tons of CO2 were released alone as a result of spam.
- Less than a quarter of spam mails are genuine. Around 73% are phishing emails, with the remaining 2.5% being fraud.
The unfortunate reality is that there is no way to completely eliminate spam in your inbox. You can protect yourself by reporting, blocking, and deleting questionable emails; and using a third-party email filter, such as SpamTitan, Xeams, Spambrella, and others.
Spoof Emails
Spoofing is one of the most common email marketing risks sweeping the web today. Spoofs are lookalike emails used by scammers and hackers to impersonate actual brands. They entice readers to share personal information or make a purchase on bogus landing pages linked within the emails.
- Every day, almost 3.1 billion domain spoofing emails are sent worldwide, according to Proof Point
- Approximately 25% of professionals and businesses receive B2B spoof emails on a weekly basis
Unfortunately, the only way to avoid theft or damage caused by spoofing emails is to exercise caution. This covers straightforward methods such as:
- Using trustworthy brands for products and services
- Identifying bogus links by hovering your cursor over the link to see the actual URL
- Calling businesses directly to confirm the content of a branded email
DDoS and Botnet Attacks
In order to send out enormous spam and phishing operations that can overwhelm systems, Distributed Denial of Service (DDoS) attacks often use internet-connected botnets.
- According to Secure List, over 78,000 DDoS assaults were directed at US firms alone in Q2 2022
- And around 70% of organizations endure 20-50 DDoS attacks each month.
Most DDoS attacks through email happen when attackers get their hands on IP addresses. As a result, one of the easiest methods to avoid them is to use free VPN software, which allows you to browse and use emails anonymously.
Phishing
Since the early 2000s, one of the most common email threats has been phishing. It uses social engineering and other strategies to deceive people into giving personal information that could lead to the theft of their money, data, or identities.
Here are some intriguing phishing statistics:
- According to a 2021 Tessian study, employees receive approximately 14 phishing emails per year on average
- According to Cisco’s 2021 Cybersecurity Trends Report, at least one employee clicks a phishing link in nearly 86% of organizations
Phishing assaults are avoidable if you know how to spot them. Most attackers, for example, use unfamiliar URLs or make offers that are simply too good to be true. Among the recommended preventive measures are:
- Do not click on suspicious links or popups
- Do not share your information on sites that are not HTTPS secure
- Do not click on suspicious links or popups
Business Email Compromise (BEC)
Since COVID-19 began, the number of BEC attacks has grown by a factor of ten. This is because more people are working from home. These assaults resemble phishing. Their only motivation, however, is to steal money from businesses. BEC attackers pose as high-ranking executives and other titles and persuade staff to create bogus financial records and accounts.
Here are some noteworthy BEC assault statistics:
- According to Id Agent, nearly 77% of businesses faced BEC attacks in 2021
- The FBI recorded over $2.4 billion in theft by BEC assaults in 2021.
There are many ways to stop BEC attacks. The most straightforward method is to confirm the request via another channel, such as a phone call. Second, double-check the email address for spelling mistakes.
However, using paid business email accounts and implementing multi-factor authentication are the best strategies to defend against BEC assaults.
Honorary Mention: Malware
Malware is the final threat on our list. Malware is sent with one goal in mind: to disrupt business operations. Hackers use links, popups, and email attachments to fool victims into installing ransomware, adware, and spyware.
Some facts you should know about malware include:
- Nearly 46% of businesses and professionals receive malware via email, according to Phishing Box
- According to Cleard In, about 1 in every 100 opened emails contain malware.
Every business should have effective anti-malware software operating on their devices at all times. It can help identify and get rid of threats before they happen. As far as prevention goes, it’s all about caution and due diligence.
When using email, you should be especially watchful of shady files, odd URLs, misspellings, and unrealistic offers.
Final Thoughts
Now that you know the … SIX most dangerous threats that email marketers face, you can take more proactive steps to protect yourself. Email marketing will remain dominant in the business world. So, it’s up to you to learn about cybersecurity threats and how to prevent it.
How Positive Reviews Affect Your Search Engine Rankings
Time to nerd out a bit. Ever wondered if positive reviews can influence your search engine rankings? Well, the short answer is yes, they can! Google’s algorithms, which might seem as mystical as a spell from a sorcerer’s book, are actually quite logical. They meticulously evaluate not only the quantity of your reviews but also their quality and the diversity of the people leaving them. The impact of these reviews is more profound than you might think; they don’t just paint a picture of customer satisfaction, they also send strong signals to Google about the reliability and popularity of your business.
Read on to learn how these algorithms have evolved over time and the significant role your reviews play in boosting your website’s position on Google, helping to attract more traffic and potential customers.
Crafting Experiences for Quality Reviews
The quest for quality reviews is akin to crafting a fine tapestry. It’s about weaving exceptional customer experiences that inspire patrons to share their stories. Engaging with customers and personalizing their experiences can lead to more detailed, heartfelt reviews that resonate with others. Training staff to create these memorable moments can result in reviews that do more than rate; they narrate, telling the story of your business and its values.
The Ripple Effect of Social Proof
Social proof is your ace in the hole. It’s the phenomenon where customers feel reassured by the actions and approvals of others. Displaying positive reviews prominently on your website and social channels can create a bandwagon effect, encouraging more customers to jump on board.
Here’s how to harness it effectively:
- Showcase Reviews Prominently on Your Website: Integrate positive customer testimonials into key areas of your website, such as the homepage, product pages, or a dedicated reviews section. This helps build trust and credibility with potential customers visiting your site.
- Use Reviews in Social Media Campaigns: Share positive reviews and customer stories on your social media platforms. This not only spreads positive word-of-mouth but also leverages the social aspect of these platforms to enhance the visibility and impact of these testimonials.
- Create Case Studies and Customer Spotlights: Develop in-depth case studies or highlight customer success stories that showcase the benefits of your products or services. This type of content can be especially persuasive, providing real-life examples of customer satisfaction.
- Incorporate Reviews in Marketing Materials: Utilize positive reviews in your email marketing, brochures, and other promotional materials. This can be particularly effective in email campaigns, where a well-placed testimonial can reinforce the message and persuade the reader.
- Encourage User-Generated Content: Foster a community where customers are encouraged to share their own experiences with your brand. This could be through social media contests, hashtags, or featuring user-generated content on your platforms.
By strategically leveraging social proof, businesses can create a bandwagon effect, where the positive experiences of others encourage new customers to engage with and trust in the brand. This approach not only showcases customer satisfaction but also amplifies the reach and influence of these positive experiences.
Transforming Negative Reviews into Opportunities
Think of negative reviews as not just criticism, but as candid, invaluable feedback. Responding to them isn’t just damage control; it’s an opportunity to showcase your commitment to excellence. Each critical review is a chance to learn, improve, and often, to win back a customer. We’ll explore strategies to handle negative feedback effectively and turn potential setbacks into opportunities for brand enhancement and customer loyalty.
Negative reviews should be viewed not just as criticism but as opportunities for growth and improvement. Here’s how to handle them effectively:
- Respond Promptly and Professionally: Quick and professional responses show that you take customer feedback seriously. Address the customer’s concerns, apologize for any shortcomings, and offer a solution or a way to make things right.
- Personalize Your Response: Tailor your response to the specific issues raised in the review. Avoid generic responses; showing that you understand and care about the customer’s individual experience can go a long way.
- Take the Conversation Offline When Necessary: For complex issues, invite the customer to continue the conversation through a phone call or private message. This can prevent the situation from escalating publicly and shows a willingness to resolve the issue personally.
- Learn and Implement Changes: Use the feedback to identify areas where your business can improve. Whether it’s refining a service, retraining staff, or modifying a product, show your customers that their feedback leads to real change.
- Follow Up with the Reviewer: If possible, follow up with the customer after addressing their concerns. A simple message asking if they are satisfied with the resolution can demonstrate ongoing commitment and may even turn a dissatisfied customer into a loyal one.
By adopting these strategies, businesses can turn negative reviews into constructive feedback that drives improvement and enhances customer loyalty. Each critical review is an opportunity to showcase your dedication to excellence and your commitment to customer satisfaction.
Navigating the World of Review Platforms
Different review platforms cater to different audiences and serve different needs. Understanding the nuances of platforms like Yelp, Google, Facebook, and industry-specific sites is crucial. This section will provide insights into crafting platform-specific strategies to maximize your business’s online impact.
Crafting Platform-Specific Strategies
- Yelp:Known for its influence in the restaurant and service industry, Yelp requires a more personalized approach. Businesses might focus on showcasing their unique atmosphere or customer service experiences. Responding to reviews here is crucial, as Yelp’s audience often expects interaction with the business.
- Google:Google reviews are crucial for local search visibility. Strategies here could include encouraging customers to mention specific services or products, as this can help with SEO. Regularly updating your Google My Business profile with new photos and information is also important.
- Facebook:As a more socially driven platform, businesses on Facebook can benefit from creating a community around their brand. Engaging with reviews and comments, running promotions, and sharing user-generated content can be effective strategies here.
- Industry-Specific Sites:For platforms specific to certain industries (like TripAdvisor for travel and hospitality, or Houzz for home services), the focus should be on showcasing expertise and quality of service. Testimonials and detailed customer stories can be very effective.
Maintaining an Active and Engaging Presence
- Regular Updates and Responses:Stay active by regularly responding to reviews and queries. This shows that you value customer feedback and are actively involved in customer service.
- Engagement Strategies:Share positive reviews on your social media, engage in community discussions, and use these platforms to provide helpful information or tips related to your industry.
- Monitoring Trends:Keep an eye on what customers are saying not just about your business, but also about the industry in general. This can help you stay ahead of trends and customer preferences.
- Incentivizing Reviews:Occasionally, incentivize your customers to leave reviews (where platform policies allow it), but always advocate for honest and genuine feedback.
This approach helps tailor your engagement strategy to each platform, maximizing the impact of your online presence and effectively harnessing the unique strengths and audiences of each review site.
Staying Ahead: Anticipating the Future of Reviews and Rankings
As the digital landscape evolves, so do the trends in online reviews and search rankings. This section will peer into the future, exploring potential trends like the rise of AI in review analysis and the growing importance of video reviews. Keeping a finger on the pulse of these changes can help businesses stay ahead of the curve, ensuring their review and ranking strategies remain effective and relevant.
Navigating the Digital Symphony with Confidence
In the intricate dance of digital marketing, one truth stands out clearly and unmistakably: there is a definitive, undeniable correlation between online reviews and website rankings. Positive reviews can significantly elevate a business’s online visibility, while negative ones have the potential to diminish it. To harness this powerful relationship and boost your rankings, consider these practical tips:
- Actively Encourage Reviews: Make it a standard practice to ask satisfied customers to leave a review. This can be done in person, through follow-up emails, or via social media.
- Make Reviewing Easy: Provide direct links to your review platforms on your website and in emails. The easier it is to leave a review, the more likely customers will do it.
- Respond to All Reviews: Show your engagement by responding to every review, positive or negative. This demonstrates that you value customer feedback and are committed to improving.
- Offer Incentives for Reviews: Consider offering small incentives, like discounts or entry into a contest, in exchange for honest reviews. Remember, the incentive is for the review, not for it to be positive.
- Leverage Social Media: Use your social media platforms to showcase positive customer reviews and to engage with your audience.
- Monitor and Adapt: Regularly monitor your reviews to understand what customers appreciate about your business and where there is room for improvement.
By implementing these strategies, businesses can not only enhance their review profile but also significantly boost their rankings in search results. This proactive approach to managing online reviews is a key component in the symphony of digital marketing, one that can lead to greater visibility, enhanced reputation, and ultimately, business success in
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