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Posts Tagged ‘YouTube’

6 Tips You Need to Get SEM (Search Engine Marketing) Right

posted by admin 11:07 AM
Monday, July 15, 2019

I recommend segmenting your PPC forecast into four main categories:

  • Branded.
  • Non-brand.
  • Remarketing.
  • Display prospecting.

I’d also recommend diving into devices – mobile vs. not mobile is sufficient.

You can go deeper or stay in the shallow end if you prefer, but these vary enough to warrant their own individual forecasts.

What follows is a walk-through of assumptions I make during forecasting to help guide decision making and get things right.

1. CPCs + CPMs Will Increase Year Over Year

“Why am I paying more for the same?” asks the CMO.

Because inflation and Wall Street, that’s why.

If your account has history, try to map CPCs out over a few years to see how they’ve trended to guide your decision.

If it’s a newer account, your best bet is to trust Google’s planning tools and build in a mid-year reforecast.

This year has proven to be a bit more variable than years past, but a 10% increase in CPC/CPM is generally a safe assumption.

2. Conversion Rate + Order Value Won’t Change Unless You Change It

If your conversion rate was 3% for non-branded mobile campaigns last year, it will be 3% next year.

If you don’t do any testing, no improvement will happen.

If you do test (which you should), adjust your assumptions. An increase of 25% (e.g. 4% to 5%) isn’t outside the realm of possibility if you do make a significant investment.

If you want testing tips, check my tips for improving PPC landing pages.

If you’re starting from scratch, it can be a bit more challenging to forecast. A safe assumption is that your brand campaigns will correlate with direct traffic, while non-brand will be close to organic.

3. The Calendar Will Change, As Should Monthly Forecasts

Black Friday 2018 was November 23, which meant Cyber Monday fell in November.

Black Friday 2019 is November 29, meaning Cyber Monday will fall in December.

Christmas this year is on a Wednesday (vs. Tuesday last year), meaning we’ll likely be able to eke out a few more days of shipping.

The 4th of July is on a Thursday this year, meaning the entire weekend will be heavy on vacations.

Last year it was Wednesday, meaning it acted more like a short break than a summer holiday.

November and July will perform “worse” year over year. December, “better.”

Factor the environment in your forecasts by diving a bit deeper.

4. Competitors Will Stay Steady, As Will Auction Dynamics

We all know this isn’t true, but it’s the best we’ve got.

Competitors will come and go. Competitors will change their strategy… a lot.

Barring any significant external factors, you can safely assume the volume of competitive pressure will stay flat.

It’s rare to see a competitive set exponentially grow overnight – after all, there are only so many ad slots.

Competitors will come and go. They will adjust strategy, but the quantity and pressure (likely) will not.

5. Inventory Is Finite: The Next Click Costs More Than the Last

Everybody would love to get more traffic out of their best performing targets.

Unfortunately, there’s not always more traffic to go get!

If you’re already at 99% impression share or a high click share for your top performers … Sorry. You’re maxed out.

If there is inventory available, assume that incremental clicks will be more expensive than what you’re already getting.

Say you have a 70% impression share at a $1 CPC and want to get to 80%. I’d assume the next “collection” of clicks will come at a $1.75 CPC.

In turn, your aggregate forecast would be at a $1.09. If you’d like to include the YoY CPC increase, the “rightest” forecast would be at $1.20.

Math outlined below, but also check out Hal Varian’s (very old) video on bidding. The link points to the specific point about incremental costs.

6 Tips You Need to Get SEM Forecasting Right

The lone exception to this rule is being limited by budget. If your campaigns are budget constricted, you’ll be able to open forecasts at the same-ish rate.

6. Investments in Top of Funnel Will Influence Bottom Funnel Inventory

This segment may be the hardest one to quantify, but is also likely the most important.

There are two questions tied to each marketing effort:

  • The direct response.
  • The down-funnel effect.

Think of it this way:

If you launch a big display campaign, you can assume that it will cause some material lift in brand volume and retargeting campaigns.

Exactly how much of an influence is a bit more challenging.

Take a look at previous efforts to see how much of a down-funnel effect it had. After all, yesterday is usually the same as tomorrow

But Wouldn’t It Be Easier to Forecast in Tiers?

Well, yes and no.

Creating layers of assumptions to draft high-medium-low forecasts gives you more of an opportunity to be right. But it diminishes the value of your assumptions as the forecast moves up the chain.

CEOs don’t want three scenarios we think might happen – they want one thing they can take to the board.

Instead, think in bets! Add a gut-based probability to each outcome, weighting the likelihood of each.

Once you start assigning a bit of math to these assumptions, the “right” forecast to a metric becomes crystal clear.

Below is an example of how to think about it for conversion rate. We expect conversion rate will be 3% – it may rise or fall, but we expect it’s twice as likely to soar than it is to fall.

6 Tips You Need to Get SEM Forecasting Right

For the original article click here: https://www.searchenginejournal.com/sem-forecasting-tips/313179/#close

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

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Digital Marketing: Balancing Strategy & Privacy

posted by admin 1:01 PM
Wednesday, July 10, 2019

After decades of Baby Boomer dominance, Millennials are becoming the main force in the economy, with Generation Z following closely behind. Millennials alone comprise over a quarter of the U.S. population, and members of Gen Z are on track to make up 40% of U.S. consumers by 2020. Tapping these huge population segments are key to the success of any business, but marketing to these groups is more complex than ever before.

Online Privacy: a Growing Concern

Relying heavily on the internet and social media, Millennials and Gen Z are known to comparison shop, research products, and purchase almost everything. As a result, companies have embraced digital marketing as a key driver of growth, investing heavily in banner ads, email blasts, and targeted advertising. However, widely-publicized privacy breaches and changing marketing consumption methods are impacting the way Millennials and Gen Z view digital marketing.

Companies with digital marketing strategies must keep this concern in mind when targeting these sensitive groups. Although it’s important to reach your targeted customers, pursuing strategies that seem to use personal data can backfire and result in negative sentiments towards your product. No one likes to be followed around a store by a pushy clerk; why would digital natives want to be followed around the web by the digital equivalent?

For the full article click here: https://customerthink.com/digital-marketing-a-modern-day-balancing-act/

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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The Top 5 SEO Mistakes to Avoid in 2019

posted by admin 11:13 AM
Monday, July 8, 2019

Marketers have had to contend with challenges stemming from SEO for greater than 20 years now. According to HubSpot’s State of Inbound 2018 report, 61% of marketers feel improving SEO and growing their organic presence is the top inbound marketing priority.

That may not be shocking since, well, SEO and inbound marketing go hand-in-hand. But the fact remains: SEO is a battlefield, one in which marketers remain at the mercy of Google, for the most part. But it’s not just about pleasing Google, creating keywords and working on backlinks. We’ve enlisted some SEO pundits who offered some tips on going beyond the basics for striking the right chords in SEO land.

Business News | 11 Jun |

As a small business owner, it’s important for you to understand the competition and complexity of the online marketplace.

If you want to promote your business online to get more leads and sales, then there are several methods like SEO, PPC, influencer marketing and many more.

However, SEO is the most effective method to get free quality traffic to your site. In a recent study, it was found that the websites which are in the first position of the search results page received more than 30 percent click-through rate.

Nowadays, running a successful marketing campaign is much tougher than it seems. Most of the businesses are targeting the same set of audiences and keywords; therefore, it’s crucial for you to avoid any SEO mistakes to improve your site’s traffic and overall campaign ROI.

SEO is the success ladder where it becomes vital for a digital marketer to widen up their knowledge and enhance their skills to take their SEO game to the next level.

Here are the Top 5 SEO mistakes every business should avoid in 2019:

1. Not fixing broken links

Broken links are one of the critical factors which can affect your website’s search engine ranking negatively. Hence, ignoring broken links can prove fatal for your site’s growth.

First, let us understand what broken links are?

A broken link is simply a page that doesn’t exist. The page does not cause any problem but the links that are pointing on it.

The search engine bots don’t like to crawl the web pages that return a 404 error code because it wastes their time and resources.

A broken link occurs when a page is deleted which has been linked or when sometimes misspells the URL.

Your website can have internal as well as external broken links which you can analyze with the help of several broken links finding tools.

Once you have made a list of all the broken links, then remove them one by one because this type of fix can bring invisible results overnight.

2. Low-Quality Pages and Content

As a digital marketer, you would have heard the phrase “Content is king.”

Quality content is the one thing that differentiates your business for the rest of the crowd. It includes informational checklists, quizzes, interactive infographics and many more.

If you have a small website, then it is easy to manage the quality of your content. However, if your site contains thousands of web pages, then it requires a lot of effort in providing useful content to the users.

A website with value providing contents is more likely to have brand loyalty and affinity users.

If you try to index a website in Google which provides no value to the users, then you will get this message in your search console.

Google and other search engines might penalize your website without giving any warnings which will hurt the ranking of your keywords.

3. Using Wrong keywords

Keywords are a vital part of any SEO marketing campaign. They help the search engine bots to understand the contents and business goals.

Many small business owners fail to choose the keywords correctly, which results in ranking the website on the keywords which are not profitable.

It happens because most of them skip the vital part of their marketing strategy, i.e., keyword research.

Keyword research helps in finding what the users are searching on the web and how we can benefit from them.

For example, if you have an SEO services website like AmbulanceSEO, then you should target keywords related to SEO, content writing services, link building, local SEO, social media marketing, and others.

There are several keyword research tool available in the market which can be used in finding the relevant keywords for ranking your website like the Google keyword research tool and others.

Small businesses should target low competition and long tail keywords because they are easier to rank in the search engines.

4. Poor Social Media presence

If you want to promote new content, then social media is one of the best places where your website or content can get maximum exposure is less amount of time.

Many businesses make a huge mistake to not be active on social media platforms.

According to a survey, there are more than 1 billion active monthly users on Instagram, and more than 100 million photos and videos are uploaded on the platform every day.

Social media is not only good for getting free traffic, but it also helps in the ranking of your content in the search engines.

Most of the digital marketers will agree to the fact that social signals are an important factor that the search engines consider while ranking the keywords.

A website with high social engagement is more likely to rank higher in the search results page as compared to a site with less social signals.

The best part is you don’t have to be active on all the social platforms available. You can choose only the social media platform, which is best suited for your audience and share useful content.

5. Poor On-Page SEO

There are two types of SEO: On-Page and Off-Page SEO. A lot of marketers spend more time improving the off-page of a website, but they ignore the first.

When you create a web page, it’s essential to optimize the titles, meta descriptions and tags.

Here are some of the common on-page mistakes:

• Not having the keyword in the title and meta descriptions.

• Long titles and descriptions.

• Poor readability of the content.

Your title and description should be unique and engaging, which will make the users click on the link.

For the full article click here: https://azbigmedia.com/business/8-major-seo-mistakes-to-avoid-in-2019/

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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Digital Marketing 101 for Entrepreneurs

posted by admin 2:41 PM
Friday, July 5, 2019

Digital Marketing 101 for Entrepreneurs

In today’s times, Digital Marketing tools like Google Analytics enable us to trace the rate of conversion on each page of the website. There are also platforms like Google AdWords and Facebook Ads enable us to bid for the sales and leads. Hence, many a time, the importance and value of branding are overlooked or forgotten by marketers.

A powerful brand image can prove to be a powerful weapon to utilize in the battle of Digital Disruption. No number of persuasive ads or promotions can take the place of the effect that a well-established brand image has on the audience. It is the often-ignored side of digital marketing despite being a strategy which produces the actual results over the duration of months, years and decades. It forms the entire identity of any business. It’s a time-taking, traditional and long-term process which makes it a digital outlier.

Branding may not produce the instantaneous results of a PPC campaign but, it is one of the most valuable assets of marketing. A trusted and established brand attracts new consumers in large numbers which can propel the business to the top of the industry.

In a technology-driven era, each passing day the number of consumers that are getting on the internet, for various reasons, is rapidly increasing. In such a scenario, leveraging the strategies and services of digital marketing becomes almost mandatory in order to reach the modern audience in the right way.

In the Indian context, there has been a huge shift in the world of advertising and marketing. In the past decade, it has transitioned from analogue to digital. Around 34 per cent of India’s population uses the internet, according to the statistics presented by the World Bank.

An ICUBE 2018 report suggests that the amount of Indian internet users is expected to reach around 627 Million in 2019. It projects a double-digit growth from the earlier estimation of 566 million of December 2018.

With such staggering numbers of Internet users growing across the country, any brand can strike gold with the right digital marketing.

Why Digital Marketing?

  • It is More Cost-effective Than Traditional Marketing

Most small businesses struggle with capitalisation and resources. Hence, Digital Marketing proves to be a better and more cost-effective channel of marketing that ensures delivery of results. According to a Digital Marketing Spend Report, up to about 40% of the respondents claimed to have saved considerably in marketing due to the utilisation of digital marketing methods for promoting their products and services.

  • It Caters to the Mobile Consumer

Without a doubt, the newest trend of communication and information dissemination is the mobile internet. This wave has been brought about by the quick proliferation of tablets, smartphones and many other devices that run the internet.

Therefore, this is the best time to run digital marketing campaigns that are directed towards the consumers on mobile. It paves the path for them towards the achievement of quick and better growth along with rapid expansion. A report by eMarketer states that mobile phones have evolved from being alternative gadgets for personal computers and laptops. They have transformed into influencers of purchasing decisions.

  • It Builds Brand Reputation

Attracting targeted traffic is the forte of Digital Marketing. There are different types of audience that are ready to know more about the brand, products and/or services. They may also be interested to purchase the offering. Once the consumers are delivered what they were promised, a better relationship will develop with the targeted audience. It enables them to transition into paying customers who will interact with the site on a regular basis.

This proves to be beneficial for the brand’s reputation because happy customers are likely to share their experience (of the brand, service or product) with other people. Hence, as expected,  the brand’s stature goes viral which further opens doors of opportunity to reach larger markets and grow the business.

How Digital Marketing Boosts your Brand?

  • Go Viral!

The concept of going viral has been ingrained in the world of the Internet. It has grown too large to describe in a single phrase.

There’s so much content on the internet today- memes, trending posts, buzz, hashtags, click-baits and more.

The major goal is to spread out content rapidly right through the Internet world by making it shareable. The concept is the key that represents the brand online.

In the world of the Internet, a large number of consumers will come in contact with the brand through its most shared and popular content. It makes digital marketing the ground zero to seek new leads and attract them to the business.

  • Profile Power

This may come as a surprise to some but, another key aspect of digital marketing is the business profile.

It is integral to the brand because while making purchase decisions it is the content that is judged by the consumers. This especially holds true in current times, when Google is delivering the local business profile at the top of its SERPs.

Furthermore, all the information related to the profiles, straight from Google to Facebook, are being tapped in to impact the SEO and page rankings.

Based on the brand profile, customers make quick decisions. They judge based on the information and connected reviews and will see the profile more often based on what they search.

  • Content Spread Out

Many time marketers think that their brand identity is the total content that has been produced and published. But, it is important to understand that the marketers are actually the only one seeing all the content.

Consumers come across the available content only in bits and pieces on their preferred channels and base their brand decisions on them. For the brand, this means that a multi-channel content approach along with consistency is important.

For the original article click here: https://www.entrepreneur.com/article/336317

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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15 Ways To Drive Traffic To Your Website

posted by Frank Buddenbrock 11:07 PM
Thursday, May 16, 2019

Work ON It Wednesday- 15 Ways To Drive Traffic To Your WebsiteThe World is on the Internet- you MUST be, too. That’s where they spend huge amounts of time communicating, entertaining, and searching. Take advantage of this checklist of 15 ideas to drive them to your website. Download your pdf of this checklist and keep it handy to keep you on track as you Work ON your business.

1. ADVERTISE!
Optimize your Paid search, social media advertising, and display advertising opportunities. Research to find which platform works best for your particular business/offer/niche. For some, Google AdWords is  best, for others, Facebook Ads drive the most targeted traffic. Ensure your website’s url is on EVERYTHING- from bus benches to matchbook covers to your company vehicles and all collateral materials.

2. USE SOCIAL MEDIA
Promote content through social media channels. Twitter, Facebook, Google+, LinkedIn. And be social. Here is where you build relationships and friendships and increase your engagement. Be sure to respond to and acknowledge comments and likes. Get the conversation going, and keep it going.

3. WRITE INTERESTING, COMPELLING HEADLINES/SUBJECT LINES
Without a compelling headline or email subject line, your content will never get read. Write several (10-20) headlines to find the most compelling. The only responsibility of a subject line is to get the recipient to open the email. Then it’s up to the email’s interesting copy and call to action to engage the visitor.

4. USE LONG-TAIL KEYWORD PHRASES
Long-tail keyword phrases make up the majority of web searches. These are THE terms your potential customer/client is actually typing into a search bar. Target those phrases in ALL your marketing materials. And positively make use of these phrases in your SEO (search engine optimization) efforts.

5. GUEST BLOGGING
Becoming an expert guest blogger on an authority website will boost your brand. Approach blog owners and offer to share your expertise with their tribe. This will not only build your celebrity, but will also improve your SEO efforts by increasing your internet footprint and providing valuable relevant back links.

6. INVITE OTHER EXPERTS TO GUEST BLOG ON YOUR WEBSITE
Your guest blogger will provide content for your website (that’s one less thing you’ll have to produce), and most likely promote their content on their own website, which could drive additional visitors to YOUR website. It’ll also increase your credibility and notoriety as you associate with a well-known expert.

7. POST CONTENT TO LINKEDIN
Posting content on LinkedIn will boost traffic to your site as well as improve your profile in your industry. Provide and/or share educational and interesting articles to build a growing list of interested readers.

8. INTERVIEW INDUSTRY THOUGHT LEADERS
You’ll be pleasantly surprised how many people are willing to be interviewed- many of them will be flattered that you recognize their expertise. Publish the interview on your website/blog/social media property. Consider recording an audio version and making it a podcast in addition to the written version. Be sure to offer this content to your interviewee for their own distribution.

9. EMAIL MARKETING
Email marketing is still one of the most powerful methods to drive traffic to your website. And it’s one of the most economical- the ROI on a great email campaign could be HUGE. Be sure to develop an ongoing campaign- one-offs rarely have the impact necessary and will cause you to erroneously believe that email doesn’t work.

10. BUILD A COMMUNITY
People love to weigh in on subjects their feel strongly about. Building a community into your website is a great way to begin the conversation. Develop a Facebook group, a LinkedIn group, a monthly MeetUp or create a forum on your own website where discussions can take place. Again, ensure a constant flow of content and conversation.

11. JOIN THE CONVERSATION
Posting comments on relevant websites, forums, groups, etc. can help you make a name for yourself. Post relevant and quality comments. No selling here- use this opportunity to share your expertise.

12. SUBMIT YOUR CONTENT TO AGGREGATOR SITES
Distribute your content to aggregator websites (Reddit, Digg, Delicious, StumbleUpon, Tumblr) to increase your web footprint. Turns out, this is also a valuable SEO backlinking strategy.

13. PRODUCE QUALITY/RELEVANT VIDEO CONTENT
Video content is quickly, if it hasn’t already, becoming the king of content. Video has high retention and is an excellent way to grab your audience’s attention. You get to set the pace and the order in which the content is delivered so you have a lot of power here. When displayed on your website (often on your home page), not only is this a fantastic opportunity to describe your products and services, it’ll also increase the time your visitor stays on your site which is another factor Google considers in search engine rankings.

14. HOST YOUR OWN WEBINARS
Webinars are extremely effective vehicles to impart your wisdom to an eagerly waiting audience. Archive the webinar for future viewing, and promote it heavily to your email list, social media followers, blog readers, etc.

15. SPEAK AT CONFERENCES/WORKSHOPS
Speaking at conferences is an excellent way to establish yourself as a thought leader and to gain significant exposure for your website. Find out from the event producer how they are marketing and promoting the event- discover how you can help. Produce something of value and let attendees know that they can obtain it by visiting your website. Develop a method to capture the email addresses of attendees and market to them post-event.


 

To be sure, there are many more methods to drive traffic to your website, but this list should help to get your creative marketing juices flowing. Here’s to wishing you tons of traffic.

Download your pdf of this checklist and keep it handy to keep you on track as you Work ON your business.

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