3 Reasons Digital Marketing Is Your Best Friend

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There is much to think about in the early days of any business. But one of the most vital factors is how you are actually going to market your business. This is something which you need to consider regardless of what else you are hoping to achieve in your business. If you are not paying attention to the marketing, you are not likely to get where you want to go, and one area of marketing in particular which you can’t overlook is the digital aspects of it. As it happens, digital marketing is really your best friend in business – and here’s why.

It’s Easy

Before we even get into discussing why digital marketing might be so useful, it is worth considering just how easy it is. The truth is that anyone with any kind of level of knowledge can easily make plenty of their digital marketing, and often without actually having to do much on their end themselves. In most cases, the willing entrepreneur can use a digital marketing agency to do most of the hard work for them, and that alone makes it incredibly easy. But even if the work is done in-house, it is usually hardly impossible to form a passable digital marketing campaign. For this reason alone, no business should go without some kind of digital marketing campaign for too long – and ideally not at all.

It’s Powerful

A business which uses digital marketing is definitely more likely to get ahead than one which does not. This is obvious enough, and yet a lot of people fail to truly appreciate it. If you want your business to be able to succeed in exactly the way you want, it is necessary to use digital marketing to do so. The power of this particular form of marketing is that it has an enormously wide and far reach, especially compared to many other, more traditional forms of marketing – and that it tends to have a permanence in the minds of those who witness it as well. The statistics show that it is generally incredibly powerful, and that is enough reason for any business to make proper use of it.

It’s Diverse

There are a huge many ways to approach your digital marketing, and that can mean that you can reach more people and have much more impact than with other kinds of marketing. Thanks to the likes of social media and so on, you can now more easily than ever approach your marketing in increasingly diverse ways, and this has many benefits within it as well. Its diversity speaks to its power, and also to the ability it has to do many things at once for your business. You should absolutely make sure not to overlook this essential aspect of marketing in your early days – or at all.

As long as you use digital marketing, your business will be in a much better position on the whole – and this will mean that you succeed better in the future as well.

Why You Should Prioritize Online Marketing


Online marketing is a huge part of business these days, and if your company’s marketing strategies are not up to scratch, you could fall behind your competitors and potentially lose out on lots of sales. Any and all businesses have something to do with online marketing from small local companies posting about their products on Facebook to large corporations brainstorming their next online campaign. Whatever type of business you own you are bound to have some online presence. Granted, some small companies might not need to use online marketing strategies if they deal with customers face to face and are recommended by word of mouth. However, any company can up sales, production and get their brand out there by formulating a marketing strategy. Considering the power on online marketing can do so much for your company and in today’s world, not having an online presence that is successful could potentially damage your business. Read on for some online marketing ideas to get you started.

Get People Reviewing

Reviews can make a huge difference to people investing in your services and buying your products. As few as two negative reviews can deter customers from buying from you, which shows how important reviewing is to your business. This direct customer feedback shows a dialogue with your audience and shows that your business affects people’s lives in a positive way. Replying and talking to customers that may have had negative experiences can also be a good way to deal with negative feedback. Engaging with the customer about their experience, offering them solutions, their money back or advice on their dilemma can make you and your business look really good. If you are replying to customers and helping them with their problems, you look like a caring company that will help customers out with any concerns they have. Reviews are a great way to use customer written content to promote your business, and negative feedback can be used to shed the best light on you.

Update Your Website

Your website is the front of your shop, and having one that is ineffective or looks bad can deter people from using it. Coding and designing websites is an art, and so this is something that you need to hire someone to do. Making the design simple, sleek and easy to navigate is something every business should aim for. It can be useful to keep in mind the customer’s perspective and what they want from the site. If you want help with your website consider Praxent, a web app development company. Using conversational English that is free from jargon is the best way to inform customers and relate to them. You might have to use some specialized language depending on the product, but make it clear and simple. No one wants to read over-complicated language when looking at your website.

Good Quality Content

If you are new to online marketing, it is tempting to buy adds on various websites and assume customers will automatically come to your site and buy your product. This is not all it is cracked up to be though and is often expensive and not that beneficial for many businesses. Creating good quality online content is, however, a great way to get traffic to your site and people engaging with your business. A great way to do this is creating a blog on your website if you don’t have one. A blog is a way to get traffic to your site and a way you can subtlety promote your products and services. Writing useful content that is genuinely informative can be an amazing way to inform customers and highlight what you can offer them. This is not a sales pitch though! Write something customers want to read, and make the subject of the article insightful information that only you can offer as an expert in your field. Getting content out there and linking it back to your site is a great online marketing strategy to get customers to your site.

Here are just a few ideas to get you started with online marketing. Following some of these ideas could give your business the boost that it needs. Having an online marketing strategy is the best way to get your business ahead of competitors and get you noticed. Creating good quality content through a blog, using social media and making sure your website up to scratch is the best way to improve your business. Make sure you prioritize your online marketing and try some of these ideas out today.

The Fatal Flaws Of DIY Marketing


A typical business owner tends to prioritise one issue over others, and that’s cost. Business owners are always looking for a way to reduce costs and make their model a little more financially friendly. By doing this, they can make sure that their business is competitive and that they don’t have to worry about another businesses being able to lower their prices, pushing them out of the market.

It’s for this reason that a number of business owners resort to DIY marketing. This can seem like it makes a lot of sense. Particularly, if you are a running a business solo without any extra employees. If you can avoid it, you probably don’t want to take on that extra paycheck because that’s going to weigh down on your business costs. But there are a few fatal flaws of a DIY marketing campaign that you must be aware of, so let’s get into it.

Google Penalties

The first issue you need to know about are Google Penalties. You might think that there’s no risk in completing your own marketing campaign, but you could not be more wrong. If you complete your own marketing, you may, accidentally, stumble onto blackhat SEO tactics including keyword stuffing. A lot of people think that a technique like a keyword stuffing is easy to avoid because it’s obvious what’s over the line, but that’s not true. A couple more keywords than you should have could be enough to push your business into dangerous territory, and you don’t want that. Keyword stuffing doesn’t necessarily mean that the content is unreadable. It just means that you’ve used a keyword enough times to get picked up by the Google Algorithm.

Wasted Opportunity

According to a top SEO agency, there are 40,000 searches on Google every minute. Let that statistic sink in for a moment because it’s important. Now, granted not all of these customers will be searching for your product but that still means you could earn potentially thousands of clicks a day if your website is high up enough on the SERPs.

The only way you’ll be able to do this is by using a professional service. You can try to get there without the help of an expert, but there’s a problem there that can’t be overlooked.

A Powerful Competition

You might decide to cut costs by avoiding paying for marketing but don’t think that your competition will follow suit. Big companies that are competing with you are more than happy to pay for extreme levels of marketing, adding fresh content to their site like clockwork and running this social media using professionals. Even individuals often have social media managers these days to make sure that each post has the greatest impact.

The mistake that people make is thinking that jobs like social media management are so easy and quick that they can be completed without assistance. However, tweeting in your spare time will never be the same as tweeting to build up leads and make an impression on the market.

We hope you see now why it is indeed in your best interest to invest in pro help when marketing your business.

Unexpected Ways You Can Get Ahead of The Competition in Business


To do well in business, you can’t just be focused on what you’re doing. You need to have your eye on the competition too- in a world saturated with businesses you’re always going to be competing for customers. If you want to truly be successful, you need to give people a reason to shop with you rather than hopping on over to a similar store or business. That way you will be turning a healthy profit while holding your share of the market and making money while giving people what they want. But these methods aren’t always obvious, and some of these things might not seem linked to your competition at all. We all know that being different, having a good unique selling point and keeping an eye on your competitors products and prices are all good ways to go about this. However, there are some others too- give them a try and you might well find that it helps you get ahead. Here are some ideas

Improve Your Office

When you’re thinking about getting ahead of your competition, chances are your first thought doesn’t go to your office. But actually, it’s a great place to start. Providing your workers with a pleasant space can help them to be more productive. More work done (and more efficiently) can mean turning more of a profit and generally boosting your business. It can also make you look more professional to clients and customers, and creating a good impression could well lead to more sales. Light, neutral walls, good quality furniture and equipment, professional signage and lovely green plants will all make for a pleasing office space that most people will enjoy. A well-designed office simply shouldn’t be an afterthought, and if you’re looking to get ahead of your competitors then it’s well worth looking into.

Sell Worldwide

Going global and selling worldwide allows you to enter foreign markets, and generally allows your products and services to be available to as many places across the globe as possible. This allows you to make more sales and reach a wider audience. However it can be tricky, and some elements can be a logistical nightmare. First of all, you will also need to expand your production services to be able to cope with a global demand, as your company will need to be ready to tackle the extra workload involved? You will more than likely need more employees, managers, staff in general. Not to mention extra departments in your company. You will need to secure reliable supply lines, and look into things like shipping containers as a way to transport your items in bulk. However once you’ve worked out the kinks and things are running smoothly, it’s a chance to be turning a much bigger profit and kicking your competitors to the kerb.

Gain Good Reviews

If a customer is undecided between two businesses, checking out both of their reviews is an easy way for them to make their mind up. If you have lots of glowing reviews over a good time frame, this can really help to build up confidence in the customer’s mind and sway them into shopping with you instead of your competitor. Unfortunately you can’t give incentives for positive reviews, however what you can do is simply ask people. While some people will leave a review off their own back many won’t, but just asking them nicely can be enough for them to do so. If you have a facebook business page there’s a section you can add to allow customer reviews. Otherwise, third party review sites such as Reevoo and Trustpilot are very well trusted. Make sure you’re providing excellent service every time, as well as responding to any queries or complaints. Complaints can be frustrating, however they give you an insights as to where things are going wrong and can allow you to improve. Make the necessary adjustments so that you’re not failing customers in the same way again.

Improve Your Online Presence

The big companies on the world have got on board with what apps can do for their business long ago. However lots of smaller and mid sized businesses are still living in the stone age in this respect. And it makes no sense, we all know how we’re glued to our smartphones, and now research has even shown that more sales are made on phones and tablets than on laptops and computers. This just shows how things have moved on in the modern world, and as a company owner, is this something you think you can afford to overlook? Since many of your competitors won’t have a business app right now, use this as a way to get ahead of them. They will catch on to this later on, but for now it gives you time to build your customer base and generally get ahead. Have your website redesigned if it needs it too. This will be the first thing many customers see of your business and so it needs to make a good impression. And if they’re clicking around through similar stores, it makes sense that they’re likely to eventually settle on one that looks aesthetically pleasing. It might not be the number one thing the decision is based on, but it certainly helps to sway things in your favor. If your site looks amateur it could well put customers off, as they may assume the rest of your business is just as unprofessional. You then lose a customer to one of your competitors. The way you present yourself online is crucial so be sure that this is something you’re getting right.

These are just a few of the more unexpected ways you can boost your chances of customers choosing you over your competitors, and getting ahead in general. Focus on doing great business yourself, but keep a watchful eye over your shoulder to make sure your competitors aren’t doing things better and taking customers, or even  doing something that renders your own company obsolete.

Marketing Bungles That Are Costing You Business Money


Marketing is meant to bring in business and up your profit through increased sales. However, get it wrong, and it can end up costing your company money! To prevent this from happening take a look at the most common marketing bungles below so you can steer your business well clear of them.  

Forgetting the data collection

Marketing is no longer just about getting your product in front of potential customers. In fact, a large part of any modern marketing strategy will be to collect data both on how the customers are responding your campaign, as well as their contact details.

Collecting contact details, in fact, is a hugely important part of a successful marketing campaign. This is because it is these that can be turned into warm leads, as the individual conceded has already shown an interest in your product. Something that as any salesperson knows is far easier to convert into a sale that will make you money than a cold lead.

Ignoring personalization

Ignoring personalization in marketing is a mistake that many companies are still making. They are still working on the old school assumption that the more impressions you can get in front of people the better. However, this isn’t always the case. You can bombard people with images and slogans all day long, but if they don’t find anything relevant to themselves or their life, they will discount them without a second thought.

That’s where the personalization of marketing content comes in. It’s a way of appealing directly a group or individuals that are picked on the strength of their demographic to be the most likely to want or need your product. Something that can make your marketing much more effective in terms of conversion, even though you may be reaching fewer people overall.

Not tailoring content to your industry

Not all fields and industry are alike, and more business would do well to remember this in their marketing campaigns. After all, the content and approach you take for a breakfast cereal are not going to work in a situation where the main product is luxury perfume or vice-versa.

That is why it can be valuable to your business to keep your marketing methods appropriate for the industry that you are in. To do this, you can work with a specialist like Berbay Marketing & PR that have extensive experience in particular industries such as finance and law. Something that gives you the best chance of finding an effective and appropriate approach.

Alternatively, you can also do some research on your closest competitors and see how they are running their marketing campaigns. Although, it is worth bearing in mind that you don’t want to come out with something too similar as the possibility of confusion in the eyes of potential customers is too strong.

Relying too heavily on influencers

Influencers are the big dogs of the marketing world, right? It’s them that everyone listens to and if you have their stamp of approval then your product is guaranteed to sell, or is it? Actually, experts predict that the power of online influencers will sharply decline in 2018, making investing a fortune in sponsorship, collaborations, and free products for review a bad idea.

Instead, focus your marketing funds on tech solutions such as automation and increased personalize as noted above, as these can help you generate profits more effectively.  

Being too traditionally minded

Last of all, a mistake that some firms are making, and that is costing them big, is their overreliance on the traditional forms of marketing. Forms such as TV, radio, and cinema adverts, as well as direct mailings, and newspaper and magazine articles.

It’s not that these methods don’t work at all. It’s just that there are more effective ways of spending your marketing budget. Something that you will need to keep an eye on if you want to make a profit.

For example, the open rate of direct mailing is super low, but nearly everyone will open and read a text, even if it is sent from a company that they have not heard of before.

Even email marketing isn’t as strong as it used to be, as most people have spam filters and can easily delete items if they don’t have incredibly effective taglines in the title. However, buying ad space through instant auctions that match the type of customer to your demographic are much more likely to end in a conversion.

Something that means even if you are not willing to go entirely digital in your marketing approach, using both will help you to get the best returns for the money you invest.

How Can You Up Your Website Game This Year?

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When you look at your website, what do you see? Do you get excited? Do you feel as if you’re meeting all of your marketing objectives? Do you think your customers have everything they need when they’re on site? If not, then maybe it’s time to up your website game. Of course, not every website can be perfect, but it should always be your aim to get as close to that as possible. And we’re not just talking about the look of your site, but the functionality too. Because your web functionality is a huge part of the sales and marketing process. Your customers need to be able to use your website and get the most out of it. But how will you know that they are?

Well, the first part of upping your game is going to be all about your customers and what they want. We’re going to take a look at some ideas, but you really do need to look at your analytics first to figure out where your website might be lacking. From here, you’re then going to be able to work on the key areas that can be improved to make the most difference going forward. But once you’ve taken a look at those analytics and you know where the issues lie, here are seven ideas on how you can turn that around this year.

Focus On White Space

It’s often hard to look at your website objectively, but you really need to do this in terms of the design. Because something that looks cool to you, may be irritating to your customers. To avoid this, the best option for your design is to focus on white space. When you have lots of space in your design, it looks clear and functional. Your customers will be able to navigate around the site more easily as your menu options should also be a lot clearer (an extra hint here).

Create A Featured Products Section

If you want to work on your product sections a little more, then why not think about adding in a featured products section. By working with a software company, you could come up with something really cool. Whether it’s a plugin that you’ve made specifically, or a section of the site that allows you to showcase certain items, not only can this be a really cool new feature of the site, but it may also help to push your sales too.

Work On Your Account Area

Next up, you’re going to want to give your members’ area a little attention. When it comes to the ‘your account’ area of the site, you’re going to want to make this exciting for your customers. And you have a really great opportunity to increase your sales in the process too. By making this area more exciting with personalized recommendations and features, you’ll be able to keep your customers interested and buying your products.

Offer A Loyalty Program

As an extension of that, or something in its own right, you should also think about offering a loyalty program. Loyalty programs where your customers can collect points and redeem rewards are an excellent way to not only keep your customers coming back, but to increase your engagement with them too.

Launch An App

From here, you may also want to think about what you’re offering in the mobile front. Because if you don’t have a mobile-optimized site, you may be missing out on a large chunk of custom. Not only should you think about having a site that works well on different devices, but an app too. With a specific app, you can target your mobile customers and make shopping easier for them too.

Improve Your Content

How is your content looking at the moment? Because if it’s not engaging or interesting or really getting the results you need, then you’re going to want to work on that. Improving the web content that you have is so important to not only engaging your customers, but getting them on site and keeping them there too.

Work In New Tools

Finally, you should definitely think about the new and exciting tools that your business could use. There are a ton of must-have features that every website should have, so if you haven’t got those covered off yet, now’s the time. But you may also want to speak to your developer about different software applications that you can use to really spice up your website features and see improved results.

Why Brand Is Your Most Important Tool


Nobody wants to put weeks, months, even years, into their business only for it to fall at the first hurdle. And if there is one thing that is crucial to the success of your business, it is your brand. Your brand is not simply your logo or your slogan; it is your reputation. It is what people say about you when you’re not in the room. In a global marketplace that is quite often saturated with competition, it is important that you have a way of standing out from the crowd. Below are a few reasons that having a strong a trustworthy brand will benefit your business.

Employee retention

If there’s one thing that’s going to keep your staff loyal to you, it’s pride. If they are proud to say that they work for you, you’ve already won them over. You can even develop your brand further by speaking to your employees about what they need. Good pension schemes, and Employee Assistance Program and even an Outplacement service can all provide some strength to your company’s reputation as a good place to work. Try your hardest to cultivate a positive and supportive culture around the workplace. Do everything you can to ensure that your employees are looking forward to heading back to work on a Monday morning.

Customer retention and growth

This is where you can really start to see those dollar signs in your eyes. Not only will your reputation as a good employer mean that your customers will want to use your services, but you can also build on your reputation by providing a first-class service. You can work hard to nurture lasting relationships with your clients. If your customers feel valued and taken care of, they will be more likely to recommend you to their friends and colleagues. This means that you will experience a growth in your customer base without incurring any heavy marketing costs. Word of mouth recommendations are the kind of marketing that people trust the most, and you can’t buy. You must earn it.

Hiring process

As your customer base grows, you will likely need to hire more staff to deal with the increased workload. For every day that you have a vacancy that is unfilled, your business is essentially losing money, so you want to hire the right people as quickly as possible. Good quality staff will naturally gravitate towards good quality businesses. How do they know which are the best businesses to work for? They find out what their reputation is. If you have built up a reputation as a good provider for your customers, and a good employer for your staff, you will find that the best job seekers are lining up at your door.

Building a strong reputation takes time and consistent hard work, but once you have earned it, it will pay dividends to your business growth. Be wary not to relax and simply ride on the coattails of success though, a good reputation can be lost much quicker than it is made, and a bad reputation is not easy to shake off.

The Different Search Result Types Your Business Must Be Aware Of


Business owners regularly think that there is just one type of search result they need to contend with; organic search. Others are aware that paid results exist, but this still doesn’t cover it all. You see, when a website looks to improve its search engine performance, it will often only contend with these two types of results. In reality, there are way more out there that you must focus on to make your site more visible online.

Below, we’re going to look at each search result type out there, and how your business website can optimize itself to do well in these results. It will lead to a website that’s seen by more people and regularly pops up at the top of all rankings

Standard Organic Results

These are the search results we often think about when we talk about improving SEO. They’re the natural results that everyone sees and no-one pays for. They appear in a list, with the websites ranked in order of authority.

Every business owner should know the benefits of having a website that ranks highly in organic searches. There’s simply no negative to this; it will directly influence your traffic, lead generation, and customer base. Many businesses see an increase in sales when their site ranks highly.

Getting your business to perform well in these results has been talked about many times before. Essentially, you have to make it search engine friendly. Ensure you; target the right keywords, include valuable content on your site, build backlinks, optimize your site for mobile, structure your pages properly, make the user experience good, and have fast loading times. There are plenty of other considerations too, but this article isn’t about SEO tips, it’s about the different search results your business needs to know about!

Paid Results

The paid results are also commonly known as many businesses pay for adverts to try and improve their search engine visibility. These results tend to appear before the organic ones, meaning you could potentially be seen before any of the organic sites. This leads to more clicks, more traffic, and possibly more sales for your business.

Paid search results all go through Google Adwords. You have to bid on certain keywords, and you’ll appear in the relevant search results. Although it’s beneficial to get into these results, it can be very costly. Some popular keywords will cost your business a lot of money to bid on, and you have to pay Google every time your link gets clicked on.

This is an investment you probably shouldn’t think about until your business is more established and you have the funds to allocate to it. Otherwise, you’re better off focusing on the natural approaches that won’t cost as much money.

Local Results

Next up we have the local search results, which are so beneficial for small businesses. These results are designed to point people in the direction of your company. Instead of only displaying your website, they’ll show your business name and location on a map. This allows users to click on the map, see if you’re close to them, check your opening times, and decide whether or not to proceed with any actions.

Your business needs to focus on ensuring you actually appear in these results. If you don’t, then you could miss out on loads of customers. The easiest way to get started is by setting up a Google My Business account and registering your company. Here, you can fill in lots of information about your business that will be displayed in the local results. This includes company info, location, opening times, and contact details. But, you can also use keywords to target certain searches and make sure you’re found by the right people.

Local results are perfect for small businesses with physical locations. Restaurants and retail stores are probably the two types of business with the most to gain from these search results.

Rich Results

Rich results are one of those things you’ve definitely encountered but weren’t aware they were a special thing. A lot of the time, when you search for a query, you’ll get a search result that appears before anything else. This is normally in a little box that provides the answer to your query without you needing to click on the page.

If your business website starts appearing in these results, it will only benefit you. First off, you will be seen before all of the generic organic list results. This gives you more exposure and can direct more people to your website. One of the key ways in which you can get yourself in these results is by creating SEO structured data markup code. This code allows your site to display its content in a format that’s very easy for search engines to digest. As a result, their bots can crawl through your pages and find the relevant content for any specific queries. This allows it to present your content in the form of a rich result snippet.

This is something that’s becoming more and more popular and competitive nowadays. Google realizes that users often don’t want to go through the annoyance of clicking on a website and scrolling through paragraphs of content before they find the answer they wanted. Instead, they can just see it on the search results page and be done. While it can still help you gain more traffic, the main purpose is to help make your business more of an authority in your line of work. If you keep popping up in the rich results for queries relating to your industry, then it makes you look professional and respectful!


Mobile Results

Lastly, we have mobile results. Now, these search results pretty much cover all the results we’ve spoken about, only the mobile versions of them. When someone searches for the exact same keyword or phrase on their phone, they could see completely different results to the ones they see on their desktop computer. This is because Google specifically orders mobile results to display mobile-friendly sites first and foremost.

As a consequence, if you don’t have a mobile-friendly site, then you could well miss out on loads of mobile traffic and visibility. It’s found that over half of all internet users are on their mobile devices more than their desktops. So, you could say that half of the people searching for your business are using their phone or tablet. If you don’t cater to their needs, they won’t find you.

Thankfully, it’s very easy to improve your mobile search performance. All you have to do is design a website that’s responsive. This way, your business won’t miss out on valuable mobile web traffic.

Why is all of this important? Because search is still the number one way for a consumer to find a business online. Yes, social media is powerful, but search remains at the top. It’s not good enough to optimize your small business for one type of search result. If you have good organic results, it will generally benefit you, but you can take things to new levels by getting rich results, paid ones, local, and mobile too. Everything is brought together, and you start to see your business more and more in search results. It becomes impossible for people not to notice you, which should lead to financial benefits down the line. The more people that find you via searches, the more traffic you gain and the more potential leads you have. This lets you convert more leads and end up with a handful of paying customers. At the end of the day, all the money you put into search engine marketing will be repaid with the results.

10 Digital Marketing Acronyms Every Entrepreneur Should Know


As an entrepreneur, you can be forgiven for wanting to manage every aspect of a new startup. Your new venture is your brainchild, after all, and you want to do what you can to see it grow and prosper. But sometimes, doing what you can means letting other people do things for you.

One of the areas where experience matters more than enthusiasm is digital marketing. There are many reasons why hiring a digital marketing expert is the right choice for your startup. The bottom line is that they’re better at it than you. Plus, you get to focus your attention on the areas where you can contribute the most.

When you hire a digital marketing expert, you’ll learn that they speak funny. The majority of important marketing notions, concepts, and activities are referred to using acronyms. Since the success of your start greatly depends on your ability to communicate effectively, here are some explanations of the most important acronyms in digital marketing.

1. SEO — Search Engine Optimization

Search engine optimization is a group of practices for improving your website’s visibility in search engine results. The activities that fall under SEO include choosing a good host, researching keywords, optimizing website performance, creating high-quality content, and link building. When done well, SEO will ensure your website had a healthy stream of organic traffic.

2. SEM — Search Engine Marketing

As opposed to SEO and organic traffic, search engine marketing is concerned with getting you paid traffic. Instead of using optimization practices to improve search engine visibility, in SEM you use paid ads that appear in search results. Google AdWords, Yahoo Search Ads, and Bing Ads are the most popular search engine marketing platforms.

3. PPC — Pay per Click

Pay per click is an advertising model where you pay a certain amount of money each time someone clicks on your advertisement. The cost per click has an acronym of its own, CPC. However, some people will use PPC and CPC interchangeably. Search engine marketing is a form of PPC advertising.

4. KPI — Key Performance Indicator

Key performance indicators weren’t invented for digital marketing. However, digital technologies provided marketers with the opportunity to gather an enormous amount of data. They use that data to derive indicators of the success of their online activities, or KPIs. You should also know that KPIs are useful as long as you know which ones to choose for which activities. Choosing the wrong KPIs can lead you astray.

5. CTA — Call to Action

Website visitors will sometimes need encouragement to perform certain actions. If you want them to order something, subscribe to your newsletter, or visit a certain page, you use calls-to-action or CTAs. A CTA is a combination of copy and visuals that tell the visitors what you want them to do. CTAs are usually buttons or links on a website. They use short, assertive copy, such as “Order Now!”. They are also made to stand out on the page and be easily visible.

6. B2C — Business-to-Consumer

Business-to-consumer and its relative business-to-business (B2C and B2B) refer to your customers. If your business sells products or services to consumers than it’s B2C. If it sells to other businesses, it’s B2B. In marketing, the activities you undertake are dependent on your customers. B2C and B2B marketing might use different channels, different types of content, and different tones.

7. CTR — Clickthrough Rate

The click through rate is a handy metric that describes the effectiveness of your marketing campaign. The CTR tells you the share of people who performed an action out of the total of people who had the opportunity to do so. For example, the click through rate for a landing page CTA is the number of people who clicked on the CTA divided by the number of people who visited the page.

8. UX — User Experience

User experience, or UX, is a term that describes the users’ experience when interacting with your digital assets. UX is important if you want your customers to be satisfied. To develop a good UX, you need to adopt the point of view of your customers, and then build your assets around what they would want. At the very least, make sure your assets are easy to navigate and display on mobile devices. That way, the UX you offer won’t be disastrous.

9. CRM — Customer Relationship Management

Customer relationship management is a term mostly used in the context of tools you can use to manage customer relationships. These tools allow you to track all sorts of things about the customers. The basic ones handle contact information. The advanced ones can track customer interactions, send personalized emails, and leverage geolocation to improve targeting.

10. CRO — Conversion Rate Optimization

Conversion rate optimization is a process of analysis and improvement of conversion rates. If you want to improve conversion rates of a landing page, for example, you can try using different calls-to-action for better results. Or, you can place the existing CTA at a different place. You can also optimize form length, the copy on the landing page, as well as the visuals. Plenty of things affect conversion rates, and most of them can be optimized for better performance.


Where Does Competence Come Into Marketing?

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How do you define marketing? Is it simply being able to propagandize well, as in trying to spin a product to look better than it is? Is it deception? Is it exposure? Or does it have more of a significant social element?

Marketers are often viewed with some form of disdain by the public. They know when an advertisement is silly, on the nose, or simply doesn’t respect their intelligence. This is why clever and well-crafted advertising campaigns are celebrated so much. They’re rare, and when they hit, they hit with impact. Competence is a large factor in the creation of such content. What does this mean? Well, when it comes to developing a more profound and affecting campaign, reading social humor and the general climate at large is essential. In the interests of developing our understanding of marketing competence, we’re going to talk about what it comprises of:


Subtlety is important when it comes to developing competence. In order to develop your message more thoroughly, you need to allow it to transcend mere marketing. It needs to be affecting, worth content of its own. Think of a video advertisement, the first one you can remember being impressed by. It’s likely this has stuck in your memory for a reason. Either it was very funny, clever, impressive or a spectacle. You likely remember the product that was being promoted along with the advert.

However, we’re willing to bet you didn’t feel sold to during your time experiencing the advertisement. That was a necessary companion, but it wasn’t the focus. This is where smart and subtle advertising is heading. People are so aware of being sold to that they are great at filtering it out. Walking down the street often brings us in contact with a plethora of brightly lit signs all snapping for our attention. It’s likely we give these not even a moment’s notice unless we’re looking primarily for something to buy. This subtlety previously explained can give you the power of magnetism regarding the public who deeply desire to have their intelligence respected.


Marketing is only as good as the reach it has. You can pull off the best and most intelligent campaign ever, but if it only reaches one hundred people, then you’ve missed your opportunity. Thankfully the internet has made this easier than ever, particularly methods of social media marketing. If you’re able to, it’s very instructive and enlightening to see how tracked advertising can work for your firm, and how it affects you personally. For example, we suggest you type in ‘guitar packages’ into Google or Amazon right now. Search a few links, and continue with your work or reading blogs. The next time you watch a YouTube video, or read your Facebook timeline, you will see tracked ads next to your profile or before your video. Just imagine how your business could profit from this. Work using tracked advertising ID’s, sponsored Facebook and Instagram posts, and search engine optimization. Use it wisely and willingly. It can gift you much more reach than any billboard or magazine space can, and with more specificity.

With these things combined, your marketing competence will never be called into question.

Building A Loyal Audience


The key to any successful business is having a loyal audience which returns and will purchase over and over again. You may think as you start out in the business world that you simply need a killer website, social accounts and thousands of followers. But it is the integrity of these followers which you need to look out for, and maintain if you are to succeed.

1. Quality, not quantity

The biggest misconception when you are building up your empire is thinking that you have to have more followers to make a more successful business. Of course, the more followers you have the more likely you are to get a sale, but it is the quality of your followers which you want to look out for. Think about if you have 10,000 followers- only 1000 of them may actually purchase your product and engage with the brand. However a similar company with 1000 followers may have 800 people who purchase and engage. This is a huge difference in the percentage of engaged audience members. When you are creating a promotion, you need to track the people who visit and see if they are the people who come back again and again.

2. Emails

Email has always been a large part of good marketing, however you need to make sure that the quality of your emails is good enough for people to read. Instead of simply creating a poster with 20% off written on it and sending that out, take time to write an engaging email, share a funny story and add links to your products. You are much more likely to gain a loyal, engaged audience this way.

3. Partnerships

Collaborating with similar brands can be the key to helping you grow and nurture your online family. By exposing yourself to their audience and visa versa, you can all come together and create on big community.

4. Test, test, test

Whatever type of marketing you do within your business, test it. Keep testing and testing again until you can see where you need to improve and what is successful for your brand. Use google analytics to test if referral traffic is booming, look at your social posts for likes and comments, see how many sales you gained through that email campaign… every little thing should be tested and analysed so that you can make the best campaigns for your audience and pull people in.

5. Content is key

Content is at the heart of any marketing strategy, it is the glue which holds everything else together. Creating content can be varied and it must always be engaging. Think about guided digital commerce, images for social media, blog posts, social posts and everything else in between. Every piece of content you share with your audience should be well thought through and checked out. For example if you look at images for social media and your website: you could just use stock images, or you could go out and about and take photos of your own. They might not be as perfect as stock images but they will show your individuality and show your audience that you are making the effort for them. The same applies to blog posts. Writing informative and helpful posts will give you a much more loyal following than simply posting to say that a new product is on sale.

6. Design

Most of what will attract people to your website in the first place is your design. Humans are visual creatures: whether it be a person, a cute puppy or a stunning landscape- everyone loves to look at clean, clear and bright things. Think about your design and create a color scheme which fits the type of business you are. Add lots of images to your website because images are known to drive twice as much traffic.

7. Consistency

The most important thing to bear in mind if you are thinking of starting your business  and building a loyal audience is to stay consistent. You need to make sure that you are posting on social media every day, engaging with your audience, replying to comments, creating blog posts, promoting your products and updating your website. It is an on-going job which you need to take the time to work on and get better at each and every day. If you stay in the forefront of your customer’s minds, you will be the first one they think of when they need something. You will have a loyal, recurring audience in no time.

4 Ways To Improve SEO Without Rewriting Content


Typically, ranking highly on Google is about content. After all, the more material you have, the easier it is to leverage keywords, which means there a better chance of being noticed. It’s a simple piece of logic which website owners use to maintain their high SEO standards. However, one mistake they make is to churn out new content or mess with the old material for great results. Although it works, it’s also a time-consuming process which can be annoying and stressful. Usually, it’s best to avoid rewriting altogether and focus on alternative methods to boost SEO.

Here is a handful of the most effective ones at your disposal.

Update Title Tags

Every page has a tag – it’s the thing which pops up at the end of the domain name. For something small, it has a huge impact on pagerank because it’s a chance to optimize content. All you have to do is think about the titles of your content and include words and phrase which you know rank highly. Google will pick this up and adjust the page accordingly. Of course, if every page on the site ups its title tag game, then the entire website will get a boost.

Keywords In Existing Content

Okay, so you can’t touch or don’t want to rewrite the content which already exists on the platform. No problem because you can use Google to tell you which words and phrases are relevant to the content that already exists. With a tool such as a keyword planner, there is no reason to let old material get stale and lose points. Instead, consider inserting the terms which the planner believes is relevant to the content now. You can do this by including it in the main body or playing around with tags, meta tags and headings.

Purge Content

People laugh when experts like Skip The Line Backlinks recommend purging content. What kind of professional tells you to get rid of the thing which boosts SEO? Well, the type that knows what they are talking about! It’s tempting to think that all content is terrific because it has the potential for keywords and backlinks, yet it isn’t the case. Sadly, bad content will negatively impact your ranking because search engines rank pages based on added value. If you aren’t adding anything, it’s best to delete the dead wood and opt for quality over quantity.

Play With Page Speed

The Fred algorithm only convinced the SEO community or what it already knew: Google values speed. The reason is simple: it increases the user experience. After all, the quicker the page loads, the happier the customer is and the less time they waste. So, any pages which load slowly are going to reflect poorly on the king of search engines. Therefore, ensuring images aren’t too big or that videos don’t lag are tricks which can boost SEO without much hassle. Just general maintenance goes a long way also.

It’s true that content is king, both written and video. Still, there’s no need to rewrite or re-post everything you have ever done to optimize SEO.

Why Storytelling is Such a Powerful Tool for Brand Creators


Stories are ingrained in the lifeblood of human civilization, from primitive cave paintings, to the Epic of Gilgamesh; Chaucer’s Canterbury Tales, all the way to the modern development of film and television. We’ve always been compelled to relate and intake, cultural wisdom in the form of stories, myths and legends.

To prove this point researchers at the University of Washington in St. Louis, studied levels of brain activity in the minds of participants who listening to excerpts read from a children’s picture book. Researchers found that, rather than just passively consuming the events of the story, areas of participants’ brains that corresponded to the movements of the story’s main character actually lit up. Showing that, when we listen to stories we actually see, and feel the experiences they evoke as if they were real.

For a company looking to create a unique brand, in a crowded marketplace; establishing this sort of a connection with customers is a much sought after advantage. Here’s what you have to gain, from using story telling in your brand creation.

Set Yourself Apart

In 2007, companies like Motorola, Nokia and Blackberry ruled the roost when it came to mobile technology. While Apple had gained some public attention with its wildly successfully portable iPod music player; the company was still considered a lightweight when it came to actual mobile phones.

Then, early in February 2007; Steve Jobs and co dropped this advertisement and shortly followed with a formal introduction at their Macworld Expo, later that year. Within 2 months Apple had sold a staggering 1 million iPhones, and the product was well on its way to dominating the mobile phone market for years to come.

Yet, the iPhone was not the first smartphone on the market; nor did it come from an established name in the industry; so what led to this overwhelming success? Watch that video again, and you’ll see that the answer is storytelling.  From the beginning Apple had a clear story to tell about their product and through simple advertisements and on-message branding they made customers believe it.

Subtle Call to Action

At marketing firms like brandmatters.com.au, differentiating a product isn’t enough; companies their marketing efforts to actually pay off through direct conversions. Without storytelling, creating that motivation within customers can seem awkward and aggressive, but with it you can organically motivate customers to take action.

Every good story has a moral at the end, as listeners we’re trained to listen for one. So when a brand takes you through an emotional journey where they lead an audience surrogate through obstacles and problems; customers have their ears pricked for the solution. Of course those solutions are offered by your company’s offerings.

Customer Loyalty

Loyal customers are less expensive and time-consuming to retain; and they actually spend more on your products. A Harvard Business Review study revealed that customer’s actually spend more on their 6th purchase from a company than on their first, and even more on their 8th. Spend less, and earn more, who wouldn’t want to get those benefits?

Storytelling helps you create a brand that customers can relate back to their own values and experiences, and once you’re successful in forging that kind of bond, it lasts!


Five Creative Ways of Making Your Startup Stand Out from the Crowd

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If you are working hard to get your new business off the ground, you might want to appear unique and approachable at the same time. While the majority of businesses created today operate on the internet, you should not neglect the importance of branding through networking and carefully designed marketing materials. Make a statement about your business online and offline, and show off your best side to potential business partners and customers. Find out how below.

1. Create Unique Stationary

“Business Cards” by Paul Reynolds is licensed under CC BY 2.0

It is important that your new business is credible, and you show your audience that you are serious about your offer. There is no better way than brand yourself and make people remember you from business meetings and networking events than creating unique business cards, Custom Labels & Tags, and promotional gift items. Make sure that you choose an appropriate and easy to remember logo and color scheme that you can use for creating brand awareness in your new market.

2. Engage in Video Marketing

One of the most underestimated ways of creating awareness about your new company is video marketing. You don’t have to have a full studio with all the latest equipment, and can create a short presentation in just an hour highlighting the benefits of your offer to potential clients. Many online marketers use videos for personal branding, as they can help them get their values and mission effectively communicated to the target market.

3. Create Unique Presentations

Whenever you meet a new potential client, make sure that you tailor your business presentation to their needs and industry. Use their name several times in the presentation or project proposal, and tell them why this feature is important for their business.

4. Personalize Your Messages and Videos

If you want to make a statement and get the job or project, you should create personalized video messages and send them to your potential clients through email or the cloud. This way, they will know that you made the effort to address their particular needs and concerns, instead of creating bulk marketing materials to distribute to everyone. Even if you have an autoresponder, it is important to segment the market and tailor each message to the individual company’s industry and level of engagement.

5. Create a Strong Brand Message

“Raising brand awareness – Own your Brand Conversation” by Thos Ballantyneis licensed under CC BY 2.0

Before you can become successful in the world of business, you need to develop a personal and business mission and vision. A brand message should be something your audience will remember, and can relate to. If you want to end their struggle with cloud administration, or want them to have more flexibility when hiring temporary workers, build your brand message around this aim, and make it consistent across all your marketing channels. This way, you will be the guy they remember for making HR easy, or one who saves them money on accounting software.

Whenever you are thinking about your future business, consider how your future customers will see you. Get them to give you feedback on your marketing and branding messages, and tailor your brand image to their needs and wants. Using personalization and unique marketing materials will help you stand out from the crowd.