When it comes to today’s online world, consumers today are looking for brands that they can trust. One of the biggest mistakes I’ve seen brands both big and small make today is not paying attention to the needs and concerns of the online consumer. In other words, they’re taking them for granted, and in this competitive online world, that is a difference maker in determining whether or not consumers will do business with your competitors. A great way to combat that is with a little something that we like to call Online Reputation Management (ORM). ORM is the online practice of shaping public perception and reputation of a business online. With that being said, we will now go over three key tips that will help your ORM flourish for the better.
Respond To Reviews
One common mistake some brands make is that they ignore reviews and don’t comment on them whether they’re good or bad. This can make the impression that your brand isn’t human and could care less about their customers. No brand wants to have that happen to them so responding to reviews is crucial. In fact as ReviewTrackers has reported, 52% of customers expect a response from brands within 7 days after leaving them a review, especially reviews that are negative. When you receive a positive review, make sure to respond to it in a way that shows appreciation towards your customers. When you receive a negative review, make sure to respond to it in a way that shows that you’re taking responsibility and showing commitment to resolving their inquiries in a timely and efficient manner. By doing those things, they would be more likely to do business with you in the future and recommend others to do the same.
Another great way brands can improve their online reputation is with User-Generated Content (UGC). This strategy is a winner as 70% of consumers consider UGC when making their purchasing decisions. This just comes to show you that what consumers trust the most before making their buying decisions are their peers. A great way to make use of that UGC is to highlight those positive reviews along with testimonials in order to help your brand stand out in a big way. If you really want to go the extra step in accomplishing that, invite one of your customers to do a video testimonial like Dove did.
Video is of the most easily consumable forms of content for potential consumers. Dove sure went the extra mile in highlighting how Molly Burke had a positive customer experience with them. This type of content will help your brand stand out towards your customers in a positive way and the search engines will reward you for it. The best SEO is indeed what I like to call “People-Based Marketing”.
When it comes to Influencer Marketing, it can help bring quality results to your ORM strategy. Influencers aren’t not necessarily celebrities but they are people who have a decent-size following on social media and are much more in line with the persona of today’s consumers. Having an influencer on board in helping get the word out about your brand can help increase your brand reputation and online presence. After all, 8 out of 10 consumers have purchased a product or service as a result of a recommendation by an influencer according to a study by Rakuten Marketing . This comes as no surprise as online consumers are much more likely to believe the recommendations of their peers than they would traditional advertising. It all comes down to finding the right influencer that best resonates with your brand. By doing just that, you’ll be on your way towards success online.
Consumer-First Strategies Help Your Online Reputation
When it comes to ORM, it is similar to dating. Only difference is that you’re working towards building relationships with many people. You have to always work each day towards building that relationship and do it in a way that shows care towards the needs and inquiries of the consumer. Like in any relationship, it takes so long to build and can only take mere moments to destroy. With ORM, the importance of being proactive in ensuring that you always build trust with your consumers because without trust, you have nothing. People may think that ORM is small but in reality, it’s a big deal. These three tips that we just went over will help your brand make that next big step in improving your online reputation. By adopting a consumer-first strategy, you’ll be on your way towards success with your ORM and eventually, a loyal consumer base.
These past few weeks have indeed been hectic for all of us whether you’re a worker who has been laid off or a small business facing uncertainty due to this pandemic. With that comes big time changes in the Digital Marketing landscape that we’re already seeing happen. These changes will have an impact on how consumers go by satisfying their needs going forward. Even after the COVID-19 pandemic, the behavior of consumers will more than likely stick so this will make Digital Marketing crucial for those small businesses going forward. There are four key areas of Digital Marketing that small businesses need to get ahead of in order to thrive in these uncertain times. Let’s explore them shall we.
Whether you’re a recruiter looking for talent or a small business looking to show off your products, video is a great way in helping accomplish your goals. In fact, we are already seeing companies conducting their work meetings with their employees in increasing fashion via video conference calls. I know I’ve been in several of these myself with my potential Digital Marketing acquaintances near and far.
A great way small businesses can thrive even in these tough times is via live video streaming. Even before this pandemic, we are already seeing companies in southeast Asia try this and achieve success via this route. Video Streaming has helped in bringing that online shopping experience as if you were in-person at the actual store. South Korea’s LF Corp was able to achieve a 30% year over year sales increase since 2015. The way they accomplished that is by allowing their users to have real-time conversations with the presenter and other users with the ability to purchase the products with just one-click. Video Streaming is indeed a great way for brands to grow their presence in a big way.
Search Engine Optimization (SEO)
When it comes to building up your online presence during an economic downturn and pandemic like this, SEO is a great way to accomplish just that. Even before this crisis, SEO is heavily utilized by small businesses in order to help accomplish their long-term online goals. With the situation that we’re in now, SEO will be even more important going forward. The search term “SEO” and other related search terms have seen a big time increase in interest since February as Google Trends has indicated.
With these trends in mind, there’s no doubt that investing in your SEO game will be key to success during this pandemic and beyond. People these days are looking towards brands that they feel that they can trust. To build trust with your target audience, get away from those sales jargon and instead work to build content that follows the E.A.T. method. Building content that rallies around Expertise, Authoritativeness and Trustworthiness will help your cause in helping grow your online presence in a positive way towards your desired customers. It also will help save you money in the long run assuming you continue to always stay ahead of the game in adjusting to the fast-changing needs of today’s consumers.
With consumers less willing to endanger their health by going in-person to crowded shopping centers and stores during a pandemic, they will be looking towards online options and that’s where E-Commerce comes into play. 42% of consumers are now shopping online more as a result of this pandemic according to a survey by Valassis. These changing shopping habits are more than likely here to stay even after this pandemic so it’s important for businesses to get ahead of the E-Commerce game.
To have success in your E-Commerce game during this time, what you must have to begin with is a banner at the top of your website talking about COVID-19 as far as shipping updates are concerned. Of course, it would also be a great idea to go a step further to keep in touch with your customers via email and social media talking about how your business is responding to this pandemic. This would help make your customers feel safe and in control in doing business with you.
In addition to that, it is important to also keep your site up to date and up to speed especially on mobile devices. Definitely work to give your customers a great shopping experience by having shopping cart/wish list options handy for your online customers as well as a search function and an easy-to-use payment feature to ensure that their online experience is quick, flexible and easy for them. After all, website experience is crucial now more than ever especially in E-Commerce.
During these unprecedented times, managing the reputation of your business and responding to adversity in a timely manner is important now more than ever. According to a recent study done by Bright Local, 71% of consumers are more likely to do business with brands that respond to reviews. Whether the reviews left by consumers are good or bad, it’s important to respond to them on each review site in a timely fashion. That’s especially true if it’s bad. The way to respond to them is by showing commitment towards resolving the situation at hand.
Today’s customers mean business. With some businesses trying to game the system by getting fake good reviews, customers are looking towards multiple review sites and their peers to ensure that what they’re getting into is legit and will advance their cause in a positive way. It’s also not a deal breaker if you get a negative review. All businesses get them as there are no perfect businesses. What customers pay attention to the most is how you respond to adversity. If you ignore it or are careless towards complaints, of course they won’t do business with your brand. If you show commitment in going beyond the ordinary to listen to the consumer inquiries and work towards solutions, consumers will be more than likely to do business with you. With that being said, it’s important now than ever to work on upping your game when it comes to Reputation Management. It will benefit you greatly long after this pandemic.
Stay Committed To Your Loyal Customers While Staying Safe
Indeed these are tough times for us worldwide whether you’re a customer or a small business looking to achieve great successes. Change is always upon us and this pandemic is another reminder that we must always be adaptive to the fast-changing needs of the customer. We just need to plan accordingly in these four key areas of Digital Marketing and always keep the needs of the customer first before anything else. People-Based Marketing is the name of the game today and every day. By staying true to your customers and showing commitment towards providing them a great customer experience, you will no doubt be set up for success in the long run.
On a special note, may you all stay safe during this pandemic and listen to all the safety measures put forth by our medical community. I look forward to posting even more Digital Marketing articles like these in these next few weeks and I value each and every one of my loyal readers.
What do you feel is important in keep your online presence active during these unprecedented times and setting it up for success in the long run?Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below.
Two months have passed and already 2020 has been a year of big time events . That is especially true when it comes to the Digital Marketing industry. Already we’ve seen some impactful changes that affect how we reach our target audience. What may work yesterday may not work today so Digital Marketers should definitely take notice and prepare to adjust to changes. After all, the Digital Marketing industry is all about constant change and constant adjustments to your online outreach strategies. When it comes to trends, there have been many but there are six Digital Marketing trends that we as Digital Marketers should take notice of. Let’s look at these, shall we? 😉
Influencer Marketing On The Rise
In recent years, we have seen the rise of Influencer Marketing in a big way in comparison to corporate advertising. People these days look for brands that are authentic and relate to them in a more personalized manner. In fact, 63 percent of consumers trust the opinions of influencers than they do corporate advertising that makes it about the brand. When it comes to reaching out to influencers, it is important to reach out to those who would be more relatable to your brand as opposed to focusing on macro-influencers endorsements. If you’re a smaller business, definitely consider micro-influencers as your go to when it comes to reaching your ideal consumer.
Dark Social Becoming The New Thing
Dark Social is absolutely becoming another rising trend in this day in age and no, there’s not gonna be a Zombie Apocalypse coming to take over the world. Dark Social is a term used to describe website referrals that go through private social media platforms that aren’t trackable by analytics programs. According to a survey of 3000 US and UK internet users, dark social apps are used by 63 percent of people to share content. Both younger and older generations have been using Dark Social in increasing numbers so it is important for brands to join in on the fun and to do so in an authentic manner. For more information about how to properly use Dark Social, I welcome you all to view my latest article here.
Mobile Friendly Sites Are A Must
With people on the go these days, it has become increasingly important for businesses to ensure that their websites are up-to-date and up-to-speed on both desktops and mobile devices. People want great user experience on websites and want it fast. If your website takes too long to load, your potential customers will leave you for your competition and your page ranking in the search engines would likely drop. In fact, your bounce rate will go up the longer your website takes to load as witnessed in this study by section.io. Online users are likely to visit a lot more pages when page load time is 2 seconds compared to 8 seconds. Definitely work to have your sites up to speed while also ensuring that your website is mobile-friendly either by responsive design or adaptive design.
Voice Search Is Becoming Increasingly Important
Without a doubt, today’s consumers are looking for newer and more convenient ways to search for what they’re looking for. They especially would enjoy not having to type in their search or even leaving their couch to order something. With this in mind, it is no surprise that Voice Search has become increasingly important. In fact, half of all searches will be via voice by this year with 52 percent of people keeping their voice-activated speakers in their living room. [E] This is important for people of all age groups so it has become important for brands to include voice search in their Digital Marketing strategies going forward. By doing that, they’ll be ahead of the game in meeting the increasing demands of today’s consumers.
Reputation Management Is A Must
When it comes to Reputation Management, let me just say that this is a big deal in today’s online world. With people increasingly viewing online reviews as a big factor in their purchasing decisions, brands must look to build trust with their target audience. One of the biggest ways to do that is to respond to comments and reviews whether they are good or bad. In fact, 78% of people agreed that brands who respond to reviews and comments made them believe that they care about them. Brands both big and small should always work to respond to comments and reviews in a way that shows that you’re committed to the needs of the customer while making them feel at home. After all, that’s how you build and maintain relationships with your ideal consumers.
Last but certainly not least when it comes to my Top 6 Digital Marketing trends to keep an eye out in 2020 is personalization. In this day in age, people prefer brands who are authentic and relate to them. In fact, 80% of online consumers are more willing to do business with brands who provide them a more personalized experience. Whether you’re starting an Email Marketing campaign or developing your online content, it is always important to keep these stats in mind when it comes to tailoring your content in order to meet the individual needs of the consumer. Don’t be afraid to share your story to your audience. People love stories that speak their mind and makes them feel that they relate to your brand. Your content should focus more on others and not just about your brand. That’s how you compete and that’s how you Win Big in today’s competitive online world.
Change Happens For The Better
There’s no doubt that the preferences of consumers have changed and when that happens, so will the way we as Digital Marketers reach out to those consumers. It is crucial to always be on top of online trends and be flexible to change in order to meet the demands of today’s online consumers. In today’s fast-changing online world, authenticity is the name of the game when it comes to attracting and retaining your ideal online consumers. Authenticity is how you compete in today’s online world and it is how you become that next big thing. By keeping these six big Digital Marketing trends in mind, you’ll be able to achieve great successes in attracting those valuable consumers and Win Big in today’s competitive online world.
What other Digital Marketing trends should we keep in mind in today’s online world? What role does authenticity play in the success of brands? Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below.
When it comes to today’s online consumers, they’re always looking for brands that relate to them the best and will help them solve the problems that they face. There are so many brands both big and small that they can choose fun which means that competition is on the rise to win over those potential customers. Many businesses, especially small businesses, always ask themselves questions on how to reach their ideal target audience. Well, it all starts with doing what is called Keyword Research.
Keyword Research is the process of targeting keywords that will help you reach out to your ideal target audience in the Search Engine Results Page (SERP) on Google, Bing, Yahoo and other major search engines. With competition at an all-time high, it’s crucial to research the intents of your target audience and come up with keywords to reach them and help grow your business in the long run.
With that being said, here are three essentials to a successful keyword research strategy that will help lay the foundation to your long-term SEO strategy.
Know What Your Target Audience Is Looking For
Before you can actually start researching keywords and adjusting your content to reach your ideal consumers, you must first know what their search intents are when it comes to their exact needs. This all depends on where they are in their customer journey whether they just want information or if they’re ready to make a purchase. When it comes to the search intent of your target audience, there are five major categories of intent they could fall under as listed below:
Informational: This is where searchers need specific information such as the name of the highest point in Texas.
Navigational: In this scenario, searchers want to go to a page of well-known brands such as Microsoft or to the Denver Broncos homepage.
Transactional: Here, searchers want to do a specific action like downloading music or buying a ticket to a sports event.
Commercial Investigation: In this case, searchers compare products and services to find the best one that fits their exact needs. This is common in the E-commerce industry.
Local Queries: Here, searchers want to find a business that’s close to home or in their vicinity such as a nearby restaurant, movie theaters, etc. This is the category that we recommend small businesses strive to rank in as they’re most commonly concentrated in one local location.
Language: This is where searchers may speak different languages and want information displayed in that language. One example of this is when Spanish-speaking customers are searching for Popsicle sticks, ice cream, and other frozen treats via search terms like “Paleteria Y Neveria De Aaron.”
Definitely, valuable information we just went over in defining the intents of your target audience and how to categorize them based on their exact kinds of needs. Knowing which categories your audience falls under will better prepare you as you seek out those keywords while adjusting your content to reach those consumers. Now that you know how to categorize the intents of your target audience, let’s dive into how frequently are they searching via specific search terms.
Know How Frequently Your Audience Uses Specific Search Terms
Always important to note that many are also seeking the same keywords that you are. With that said, look for ways to distinguish yourself from your competitors. What may work for them may not work for you. This is especially true if you’re a small business competing for a great position in the SERP so it’s crucial to come up with the right keywords that best describes what you have to offer to your ideal customers.
There are two keyword types commonly used to reach consumers in the SERP.
Short-Tail Keywords: These are the keywords that consist of phrases of three words or less and tend to be broad. Keyword examples are “Women’s Soccer Gear”, “Men’s Shoes” and “Spatula”.
Long-Tail Keywords: These are the keywords that consist of phrases of more than three words and tend to be specific. Keyword examples are “Short Sleeve Denver Broncos Shirt” and “Hydrodynamic Spatula With Port And Starboard Attachments”.
They definitely have key differences in terms of search traffic potential and conversion rate potential. Short-Tail Keywords tend to be highly competitive keywords which makes it harder and more costly for your website to be found in the SERP. Only well-established and authoritative companies like Amazon and Google would be found easily via these types of keywords. It’s probably better for newer companies and SMBs to be found via a different route.
Long-Tail Keywords tend to be less competitive and have less search volume but here’s the catch. It costs less and those who search via this route have high intentions of making a purchase which means that the chances of conversion are pretty high.
This is definitely a gold mine for new businesses and SMBs to take advantage of and lay the foundation towards not only getting found by your ideal customers but also getting them to become your customers. That is assuming that you have quality content that answers the exact needs of the customer. Focus your keyword research on long-tail keywords. It will definitely pay huge dividends as you work to build your brand via an excellent SEO strategy.
There are great keyword research tools that can help assist you with finding keywords that work best for your business as you work to build up your long-term online presence. Great tools include the following listed below.
Moz Keyword Explorer
Google Keyword Planner
Answer The Public
Bing Keyword Research
SEMRush’s Keyword Magic Tool
Neil Patel’s Ubersuggest
These are all valuable tools that can help you gain valuable insights about ranking potential, competition and suggestions on giving you the best insight on which keywords would work best for you when it comes to standing out in the SERP on both Google and Bing.
Know Where To Insert Your Keywords Into Your Content
Now that we covered the keyword search intent categories of what your target audience is a part of and how to research the frequency of those keywords, now we must figure out which areas of your content would we place them into.
One big thing to remember is that you don’t want to get into keyword stuffing just for the sake of trying to trick the search engines into ranking you higher. That will be a huge turnoff towards your target audience and will hurt your chances of converting. Also, it would hurt you in the rankings and you’ll lose the trust of your target audience.
Always important to optimize your site for the user first before anything else. After all, the users are your potential customers so always strive to provide them an excellent user experience.
When it comes to the areas of where in your website you would strategically insert your keywords into. There are four types of areas we would place them into as listed below:
In Your URL
Definitely important to include keywords in your URL that are relevant to your cause and would help the users understand exactly what type of content they can expect on your site. A great example of a user and SEO-friendly URL would be something like this:
People and search engines alike both prefer URLs that have descriptive keywords relevant to the site owner’s cause as opposed to boring old numbers that say nothing about you. Definitely keep this in mind when deciding on your URL.
In Your Heading And Meta Tags
These are one of the first places the search engine will be scanning so definitely incorporate your keywords here. The Title Tag will be of biggest importance as this will be what your audience will see as the link on the SERP. Definitely use keywords that are relevant to your cause and will help identify yourself to both the users and the search engines.
You also want to incorporate your keywords into both the META description tag and the META keywords tag. This is the area where only the search engine bots will be crawling your page. When it comes to the META description, you definitely want to include your keywords towards the very front of your description as search engines only scan through the first 150 characters.
When it comes to the META keywords, you definitely want to only include keywords that are relevant to the page on your site as well as the website as a whole. The key to be recognized and identified correctly by the search engines via the META tags is to aim for relevancy and accurate descriptions of what your cause is about. That will help rank you for exactly what you’re wanting to rank for.
Definitely work to use keywords that will help both your target audience as well as the search engines identify exactly what your cause is about so definitely refer to this when coming up with what to write as your heading along with the META tags. Also, do the same thing for your headers and sub-headers within your content as well.
In Your Alt Tags
This is important when it comes to increasing visibility towards the search engine, those who search for images only and those who are visually impaired. The key to success in increasing your visibility towards your target audience via keywords in your Alt Tags is to use keywords that are relevant to the image. Also, avoid using image numbers as your alt text. Numbers won’t tell the users and the search engines anything about what the image is about.
Here’s a great example of a good Alt Tag as listed below:
Here’s what not to use as an Alt Tag as listed below:
See how much better the first Alt Tag is. It contains a relevant keyword that actually tells you what the image is about. This will come in handy in the event your image fails to load. Keep this in mind as you’re prepping your content.
In Your Body Text
This is perhaps the most important aspect of SEO on a website. You know the saying about Content is King. Well, this definitely rings true here. When it comes to incorporating your target keywords into the body text of your content, you must work hard to balance out in satisfying both the search engines and your target audience.
Mentioning too little of your target keywords won’t allow your site to get found by either search engines or your target audience while overdoing it would result in keyword stuffing as we discussed at the beginning of this section. This is definitely a tall task for SEO Specialists to handle. At the same time, it can most certainly be done with some great strategic thinking. Strive for a keyword density of between 0.5% and 3%. This will help you strike the right balance of keyword usage.
In addition, these three tips in writing quality content that is SEO-friendly will help keep your target audience engaged.
Keep it relevant to what that section of your particular content is about.
Write as you normally would while explaining to them in everyday language they would understand. In other words, relate to the user.
Center your content around what your audience wants to do and use specific language such as long-tail keywords as we discussed in the previous section. This will best relate to the exact needs of the customer and they would be more likely to look into you more.
These three tips will go a long way in balancing out in ensuring that your target audience is engaged while at the same time increasing your visibility with the search engines. Absolutely crucial to keep these things in mind when incorporating your keywords around the content that you write on your site. I promise that it will pay off in the end by following these tips.
Key Lessons Learned About Keyword Research
When it comes to finding keywords that will help attract your ideal target audience, there’s no doubt that research is key. On top of that, knowing exactly where to incorporate those target keywords within your content is even more important. Proper keyword research followed by proper keyword usage will not only help attract your ideal consumer but also will help keep them engaged while making it more likely that they’ll do business with you.
Quality keyword research is the first big step in building up your long-term presence via a quality SEO strategy. By making keyword research alongside developing quality content as your starting point for your SEO strategy, you will no doubt be on your way towards building trust with your target audience and lay the foundation towards long-lasting relationships.
What do you feel is essential when it comes to using keyword research as a way to build your online presence? Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below