Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most helpful and interesting articles from across the web. We’re looking at how to write B2B content in 2017, as well as psychology tips to boost social engagement, and SEO tactics for small businesses . We’re also looking at tips for improving your AdWords campaign, as well as how to prevent crawlability and indexability issues on your website.
B2B content helps businesses to showcase the benefits of their products or services, establish themselves as industry leaders and drive website traffic. It’s important to understand what B2B buyers are looking for when crafting your content, and this article outlines insights you can use to enhance your content marketing strategy for 2017. Make sure to address the paint points of your target buyer, and take on the tone of a partner or advisor. As well, communicate how your products and services can help prevent pain or loss. Refrain from making your content overly promotional, and provide resources for stakeholder conflicts. Lastly, communicate relevant benefits specific to target buyers on both a business and personal level.
Successful social media marketing is driven by user engagement – and there are a few simple psychological principles you can use to create an effective campaign. You can create a “halo effect” by establishing one, strong positive trait about your brand, encouraging consumers to form a positive bias. Give users something valuable to encourage reciprocity, and use social proof to maximize engagement. Incorporate nostalgia into your social media campaign by posting retro pictures or participating in #throwbackthursday, for example. Lastly, create scarcity through limited time offers. All of the above tactics will help you increase engagement and grow leads.
Both big businesses and small businesses have advantages in SEO. It might seem difficult for a small business to create a website with a competitive ranking, however knowing which opportunities are available to create a strong SEO strategy can help you to be successful. Target keywords that big businesses won’t, such as long-tail, comparison and editorial keywords. Build brand equity in a specific niche, and write indirectly related, highly-valuable content that benefits your audience. Big businesses will neglect to build direct relationships with consumers, so ensure you’re investing in relationships with consumers and people in your industry.
If you’re looking to give your AdWords campaign a boost, this article outlines some tactics you can use to create a more effective AdWords strategy. Choose better keywords, such as those with commercial intent, and see if a change in match type generates more clicks. It’s also crucial to study data from your campaign to prevent wasting ad spend on keywords that aren’t driving conversions, and to gain user insights. Lastly, ensure you’re making good use of the ‘opportunities tab’ – however, maintain a critical eye when considering suggestions made by Google, as these can often be costly.
Crawlability and indexability are crucial to the success of your website on SERPs. Crawlability makes it easy for Google to crawl content on your website’s pages, however this function can be impacted by broken links, for example. Indexability is Google’s ability to add pages to it’s index. Ensure issues with website structure are resolved so that all pages are easily accessible, and create a strong internal link structure. Pinpoint and repair broken page redirects and server errors. As well, blocked pages and gated content can also create crawlability issues. You can prevent these issues by regularly updating your website, avoiding duplicate content, and speeding up your website, for example.