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 reasons why you should combine SEO and PPC, as well as how to use emotion to improve your social media campaign, and how local businesses can outrank big competitors. We’re also looking at tips for improving your keyword strategy as well as how to optimize your website to increase conversions.
Often, marketers and business owners put their focus on either paid or organic search. However, both can help you to achieve the same goals: Visibility, traffic and conversions, among other benefits. However, investing in both of these services can improve your bottom line and help you gain a positive ROI. Having both SEO and PPC give you the best chance at ranking on page one, and while some business owners might choose to opt out of PPC due to expense, this article reminds us that PPC offers control over your spending. PPC also offers you precise targeting abilities, and in combination with SEO you’ll be successful in your digital marketing efforts.
Emotion is key to the success of your social media marketing. Triggering emotions in users can help you to meet your marketing goals, especially on social media. Posting positive content will help you drive shares, and be sure to elicit awe in your audience with creativity and surprise. You can choose to evoke feelings of sadness, but ensure to incorporate hope and optimism – as both emotions can motivate users. Channel anger or fear, cautiously, to motivate users to take an action, such as a fear of missing out. Tapping into the emotion of your users can help you to gain a connection, drive engagement and ultimately create an effective social media campaign.
Local companies are often unsure of how they can outrank their wealthy competition. This article uses data to uncover some of the ways local companies can achieve this through paid and local search. The major finding was that investing in local search optimization is crucial to the success of small, local businesses. Local SEO can help you outrank your competitors in SERPs as Google’s local algorithm favours locally based businesses and not your competition. Local users are also more likely to click on search results rather than paid ads put out by your competition. Lastly, local SEO can often be more cost-effective than bidding against giant corporations. Be sure to set up your Google My Business listing, include your NAP on the header of your website, invest in social media marketing and encourage positive customer reviews.
Keywords can be tricky with Google’s many updates and a variety of other problems that could arise. However, this article outlines a clear formula you can use to target the right keywords and achieve your Internet marketing goals. Opt for long-tail keywords with a four word minimum as these are less competitive and focus on user intention. Choose keywords with low or medium competition, and create insightful, valuable content geared toward each stage of the sales funnel, such as longform pieces with visual assets and data. Lastly, share all content on social media.
A strong website design can help you to drive conversions. However, many designers, marketers and business owners are unaware of how certain aspects of a website can impact conversions. It’s important to tailor pages to each stage of the buying cycle to improve engagement levels, and ensure users are able to easily navigate throughout your site to products, services, purchase pages and more – and don’t overwhelm users with too many options. Make sure your CTAs are strong, and your landing pages clear. Lastly, run A/B tests to ensure that your website is consistently performing well, and that you catch any mistakes.