Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most interesting and helpful articles from across the web. We’re looking at Facebook advertising strategies for service businesses as well as tips to gain backlinks to your website, and local SEO tactics. We’re also looking at how to create successful content for any vertical, as well as how to gear up your PPC campaign for the holiday season.
For service-based businesses, Facebook advertising offers effective methods for attracting leads and growing revenue. It’s important to first understand the journey a customer takes toward conversion in order to create an effective marketing funnel. Post on your Facebook page frequently, respond to comments and keep all information updated. Choose a Facebook campaign goal to drive leads or website traffic, and measure other forms of engagement such as page likes. It’s also crucial to take advantage of Facebook’s targeting capabilities, which allows you to get granular in your ad campaign. Lastly, your Facebook ads should have an a high-quality engaging photo, a short description and a call to action.
Link-building is a crucial aspect of SEO, and Google is increasingly adapting to the latest link-building tactics. Despite these changes to the search engine’s algorithim, there are still some strategies you can implement to generate quality backlinks. Avoid using black-hat techniques, and stick to gaining backlinks from authority sites with content relevant to your own. Authority sites have a high ranking on most search engines, drive big traffic and social shares and are influential. Once you’ve identified these websites, ensure you have high-quality content to offer. Blog frequently and build up a library of free resources, infographics and multimedia. As well, repurposing high-ranking content, including influencers in your content and writing guest posts are some of many ways to build quality backlinks.
Local SEO has become increasingly crucial for local businesses. Evolving strategies make it important for local businesses to understand which tactics will have a big impact. For example, the local 3-pack is a competitive space to occupy for many businesses. Optimizing Google My Business to include a logo, pictures, business hours, payment accepted and more will help local businesses rank highly against competitors. Writing localized content, such as blogs and location pages, and gaining citations from local business directors will positively impact your SEO efforts. As well, encourage happy customers or clients to leave online reviews.
Each marketing vertical has a different measure for content engagement. This article found that the top performing verticals include health and fitness, drugs and alcohol and travel, however there are some cross-vertical tactics that will help you achieve content marketing success. Consider a mixed-vertical strategy for content which covers topics across various verticals while still remaining relevant to your brand. As well, this article lists tactics you can implement based on your marketing vertical. For example, business and finance companies perform well by incorporating comparisons and rankings, while home and garden companies perform well with timely and pop-culture related content.
While it might seem early to start preparing your PPC campaign for the holiday season, it’s important to note that Google has found that 26% of people begin their holiday shopping before Halloween. Analyse campaigns from previous years to determine which strategies garnered results, and prepare your promotions and offerings for big sales like Black Friday. Plan your bidding around search-term popularity by day, and adjust your budget to allow for higher traffic. Use descriptive, holiday words in your ad copy, such as “Christmas,” create a responsive website design and use AdWords extensions. Set up remarketing and get creative in your content to create an effective holiday PPC campaign.