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Posts Tagged ‘SEO’

Ask MarketingSherpa: How do small businesses find clients?

February 22nd, 2019
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We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in a one-to-one email communication, we occasionally publish edited excerpts of some of them here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.

 

Dear MarketingSherpa:  I have a question for you. In this ever more increasing digital age — where pressing palms and getting face time is getting harder and harder. How do small businesses find clients?

I am a graphic designer/marketer whose business model is to contract with other small businesses. Much like a General Contractor hires subs when they build or remodel a house.

When I get together with other contractors in the marcom field (web designers, marketers, other designers, branding specialists, etc.) the first question is generally ‘So, how do you find new clients?” The answer is generally referral, but that only provides so much to the pipeline.

We don’t have trade shows where the public can come in and meet us and get to know what options they have in terms of marketing their small business (like a home and garden show where the public comes in and meets the companies that offer home improvement — and all the new tech that goes along with it).

Our local AAF chapter did one about 7 years ago. It was poorly attended and never repeated. I presented. It was a fabulous idea.

We don’t have a Marketing Channel where people ooh and ahh over the latest couple who comes into businesses and turns their branding around and makes it all shiny and new and hands them a marketing plan and clients ready to purchase.

Marketing is the slow burn and a mystery how some succeed and others don’t. People like Shark Tank because it’s a Cinderella story — where the prince bestows upon them the money they think they need to succeed. Success overnight!

Everyone thinks it’s social media — but really that’s just more ad buys. And it’s left to the algorithm to determine how successful you are.

So how do small businesses that are in service industries especially find new clients? Sure we all know to go where our audience is, but our audience/ideal clients are in front of their computers looking for their own ideal clients. Or on the job, or at shows selling their own goods. They don’t scroll Instagram looking for business advice. They aren’t on Facebook reading funny memes. Generally. I mean they are definitely on their phones though.

I’m interested to hear your thoughts on the matter. I mean even your own website when it gives examples, it’s usually really large companies with really large budgets and a full agency behind the A/B testing and research and metrics. Not really applicable on a smaller scale, in most instances. Even people that know they need to content market are buying their content, not generating it themselves or through an agency (buying it from a service that caters to their industry).

OK — thank you for listening, and we all await your response.  🙂

Thanks!

Deanna Taus
Owner
Full Circle Creative, LLC

 

Dear Reader:  Hi Deanna, Thanks for reaching out.

We get this question quite often from small businesses who are engaged in marketing.

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Marketing 101: What is website usability?

April 19th, 2018
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

Simply put, website usability is how easy, clear and intuitive it is for visitors to use your website. This is from the visitor’s perspective, not your company’s perspective.

Of course, website usability isn’t so simple at all. You essentially have to read someone else’s mind, so the expected user experience matches the web experience you design. However, as 18th-century poet Robert Burns wrote, “The best-laid plans of mice and men / Go oft awry.”

As I said, you’re trying to read someone else’s mind (many people, in fact). So the challenges of web usability aren’t necessarily unique to the web. These challenges are the very fundamentals of human behavior and interaction. Here’s a very visual example that UXer Oliver McGough shared on Twitter …

There are many terms related to website usability that you might have heard:

  • User experience — how people experience your website. This may be very different than you intended because you may not be able to take an outside perspective of your website and assume visitors will understand something that they don’t, or understand differently, from you (more on this in a bit).
  • User experience design (or UX) — the practice of creating websites, computer programs, apps, etc. with the user in mind. UX can also be used as shorthand for website usability. (e.g., “That site has good UX.”)
  • User interface (UI) — where man meets machine. For example, an operating system has a graphical user interface. UI continues to evolve and isn’t always visual. Thanks to virtual assistants like Alexa, the human voice now interacts with a UI as well.
  • Usability — in general. This is, after all, broader than just websites. Any digital offering has (or lacks) usability, from a website to a computer game. But physical objects have usability considerations as well. For example, OXO is a company that is well known for kitchen utensils and housewares usability. When I first learned about usability, the instructor used a car brake pedal as an example. I had never noticed before, but it is a lot wider than the gas pedal for a reason. If you’re accidentally going to stomp on one of them, it’s better to be the stop than the accelerate!
  • User testing — Get your visitors’ opinions about what works well on the site and what doesn’t, what processes and mechanisms are intuitive and which are confusing
  • A/B testing — Measuring your visitors’ behavior to see how well they are able to actually use the site, and if the actual user experience matches the intended website design

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Subfolders, Subdirectories and Subdomains: The URL difference that can drive a major increase in organic traffic

March 28th, 2018
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We were recently asked if it’s better to use a subdirectory (also known as a subfolder) or a subdomain on a website.

If you’re unfamiliar with these two terms, you’ll know them right away when you see URL examples.

A subdirectory looks like this: marketingsherpa.com/freestuff.

A subdomain looks like this: sherpablog.marketingsherpa.com. Even www.marketingsherpa.com/ is technically a subdomain.

The difference may seem like an esoteric or gorpy concern that only developers and programmers care about. After all, why should the URL matter anyway? Most people are just clicking on links. And occasionally when they actually have to type one in (say, from a newspaper ad), you’re creating a vanity link that redirects to the actual URL anyway.

Well, search engines may care. A lot. Even if they claim they don’t. And the experts I asked said that subdirectories are almost always the better option.

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People Buy From People: Five examples of how to bring the humanity back to marketing

December 13th, 2017
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“People don’t buy from websites, people buy from people.” This is an essential principle from the MECLABS Institute Landing Page Optimization certification course (from the parent research organization of MarketingSherpa).

With so much focus on martech, marketing org structure and website optimization, and channels ranging from print to digital advertising, this principle can be easy to forget.

Yes, marketing technology is powerful. Yes, the correct structure of the marketing department and IT department are necessary; and you certainly want a well-functioning website.

But this is just infrastructure. Mere roads.

You, dear marketer, are in the driver’s seat. You decide how to use these roads.

The most effective way to use them is to connect with other people. Remember that everyone behind the technology is a real, complex human. And everyone on the receiving end is a real, complex human with hopes and fears, needs and wants, goals and pain points.

Here are five examples to give you ideas for bringing humanity back to your marketing.

Example #1: Engage with influencers

Every B2B industry and B2C niche customer community has influencers. Rock stars to that specific group of people, even if no one in the general public knows who they are. They’re more than a brand or a logo; they’re a person. And when it’s the right person for your ideal customer, your customer deeply wants to learn from these influencers.

“I would say don’t be afraid to talk to your influencers in your industry. Engage them and try to partner with them,” said Mike Hamilton, Director of Marketing Programs, Exterro.

Exterro is a legal software company specializing in e-discovery. When it launched its vendor-neutral E-Discovery Day virtual event three years ago, the team was able to get a couple of key influencers on board. In Exterro’s case, a few of these influencers were federal judges.

Having federal judges speaking on a webcast back then was a big deal. So, Hamilton started calling other influencers in the industry and used the federal judges’ names as a proof point that E-Discovery Day was designed to be a day of education and not vendor-speak. Exterro opened it up to competitors, law firms, anyone in the industry. As a result of bringing all these influencers on board, the team was able to get more than 2,400 event attendees this year, an increase of 70% from 2016.

“If someone has a blog in your industry, and you think they write great content at the same audience as you, send them the email, or don’t be afraid to call them and just ask them what they’re doing, how they’re looking to grow their influence, and how you could potentially partner together. Because the reason why I think E-Discovery Day was so successful was we got buy-in from a lot of influencers in the community at the very beginning,” Hamilton said.

Example #2: Talk to one person … or account

Marketers can do amazing things with data and automation these days. However, sometimes it’s worth singling out important accounts and customers and giving them a more manual, human touch.

This may seem overwhelming at first, but if you analyze your most valuable customers to determine who your best customers will be, you may find that some version of the Pareto principle is at play. In other words, 80% of your revenue may come from 20% of customers.

Trapeze Group, a provider of hardware and software to the public transit industry throughout the world, took an account-based marketing (ABM) approach to try focusing and humanizing its marketing to specific accounts.

They started a pilot program with a public transit agency in the Los Angeles area, and positioned the ABM strategy in the business as “ensuring that it was not just a marketing or sales function but also that of project management and customer success,” said Michelle McCabe, Manager of Demand Generation and Marketing Operations, Trapeze Group North America.

For example, the team created a personalized magazine just for that account. The magazine contained a combination of custom content that was created from scratch for the people in that account as well as repurposed content. “We knew that some of the C-levels were a little bit more traditional. So we felt that a print magazine might speak to them a little bit more than something digital, which is why we went for a printed magazine versus digital specifically for this account,” McCabe said.

In addition, the team created a 3D-printed statue and sent it specifically to one person in the account. “It said the word ‘innovation’ because that spoke true to his role and his overall mission. He did receive it, and he thanked us for that, which was great,” McCabe recounted.

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Marketing 101: What is pogo sticking?

July 21st, 2017
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Pogo sticking is, sadly, not all fun and games. In fact, for marketers it’s one of the most annoying scourges of the search engine marketing world.

Essentially, pogo sticking is when a user searches, clicks on a result, and almost immediately (within five seconds) clicks back to the search result page. The implication of this is obvious — they didn’t find what they were looking for, which indicates it wasn’t a relevant result.

It’s important to note the difference between a bounce rate and pogo sticking because, while they are related, they are not the same. A bounce rate is where a high percentage of visitors visit a single page of a website. It’s not always bad, maybe they found what they were looking for on Page 1, or bookmarked it for later.

Pogo sticking is always bad, and Google will strike down almighty punishment. Read more…

Marketing 101: What is link juice?

July 14th, 2017
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Link juice is a valuable commodity in the search engine optimization world — and it doesn’t come easy. It’s a strategy game that gets more out of less and rewards marketers who prioritize value.

For the uninitiated, link juice is marketing jargon that is used to explain the power (i.e., relevance) that external links can give to another webpage. Based on various factors, the amount of “juice” your website gets from an external link can be a little or a lot.

According to the almighty Google, the search engine’s algorithm determines which pages have the best information for a query on a subject, mostly by other prominent websites linking to the page.

Basically, link juice is a quality, not a quantity game.

The more high quality pages that link back to your page, the juicier it will be — which translates into a higher ranking on Google.

A page is considered high quality if it meets the following criteria: indexable by search engines, swimming in link juice itself, independent or unpaid, has linked to you and only five others (not five hundred), and, lastly, the link has relevant, keyword-optimized anchor text.

How can I get more link juice for my website?

In the game of link juice, either you win — or you die.

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5 Inbound Marketing Hacks Your B2B Company is Missing Out On

February 6th, 2017
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There’s a common misconception that B2C marketers get to have all the fun. Learn how to kick off your B2B marketing shackles and grow your business with these five inbound marketing hacks, taken from six proven case studies with your peers.

Hack #1. Cannibalize your content

When it comes to content marketing, robbing Peter to pay Paul isn’t going to get you fired. It might even get you promoted.

If robbery and cannibalism harsh metaphors for you, consider it recycling. Saving your marketing team’s environment one piece of content at a time.

When your social media team creates a cool and valuable infographic, don’t just let it die after it moves down the Facebook wall. Shock some electricity into it, call it reborn, and send it out in an email send. Build a blog post around it. Heck, build a white paper around it and drive downloads.

A great example of this tactic is what SAP was able to do in building a full complement of industry-specific white papers, infographics, blogs, surveys, presentations and email promotions for its 19 industries.

While the customer-focused team at SAP wanted the content to be specific to each industry, within that industry, they wasted nothing and converted information to appeal to people’s different preferences for digesting information.

Read the full case study: Inbound Marketing: How SAP drove 9 million impressions with targeted content campaign

Hack #2. Remember that you’re talking to a person, not an entity

When developing campaigns, remember that while you technically cater to businesses, you’re actually talking to one, or maybe just a handful of people.
In other contexts, they’re B2C consumers, and are beginning to expect that type of human-to-human communication from you as well.

Take Nextiva, a cloud-based communications company, that deals with companies that range from “your local mom and pop shop to fortune 500 companies with thousands of employees,” according to Max Anderson, Video Producer, Nextiva.

The company dedicated itself to stellar customer service as a way to set it apart from competitors, which they found difficult to do over the phone. So Nextiva decided to break the barriers of traditional B2B customer service and began recording personalized videos.

1 customer responses

“In today’s digital age, it has become increasingly hard to provide a level of face-to-face interaction, and we have found that our video responses have helped bridge that gap,” Max said.

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Website Optimization: How Brian Gavin Diamonds overcame ‘mobilegeddon’

July 22nd, 2016
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For most companies and its marketers, ensuring good placement in search engine results is crucial.

In 2015, Google updated its algorithm. The update earned the name “mobilegeddon.” Why?

“If someone is doing a search on Google using their mobile device, Google is going to show websites that are mobile friendly before websites that are not mobile friendly,” said Danny Gavin, VP, Director of Marketing, Brian Gavin Diamonds, in his interview at the MarketingSherpa Media Center at IRCE. “You can imagine that people who don’t have a mobile friendly site they lose a lot out because naturally they’re going to fall to the bottom of the first page or even on the second page.”

Danny sat down with Courtney Eckerle, Managing Editor, MarketingSherpa, to discuss how his company addressed the update and the impact seen from the rollout.

As a high-end jewelry retailer, Brian Gavin Diamonds didn’t see the early mobile traffic burst that some companies saw online. Danny shared how their mobile traffic was very small in 2012, but steadily increased as the years went by.

“As we saw that our customers are using their mobile device more so naturally we need to make sure that our website is more mobile friendly,” Danny said.

This became even more evident with the announcement of Google of the new algorithm.

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21 Subreddits Every Digital Marketer Should Subscribe To

July 24th, 2015
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The best way for anyone to stay on top of any news, events and information around almost any topic imaginable in the 21st century is Reddit. Hands down. Most digital marketers know this already so I won’t waste too much time proving the point here. If you don’t know this, it’s okay. Here’s a five minute synopsis to get you up to speed.

 

The real trouble with Reddit, even for marketers who are familiar with the platform, is its unfriendly UX and search feature.

It’s very difficult to find the subreddits you should be following.

To help give you a head start with finding marketing subreddits, here’s a list of 21 you should probably be subscribed to if you’re not already …

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Digital Marketing: Content marketing, social media and SEO predictions for 2015

February 20th, 2015
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Every year at Email Summit, we ask marketers for their predictions.

Before MarketingSherpa reporter Courtney Eckerle interviews you about your marketing predictions in the Email Summit Media Center, I figured it was only fair to put a stake in the ground and make some predictions you could hold me to as well.

digitalmarketing2

 

Prediction #1: Convergence is the watchword for digital marketing this year

You’ve already seen (and will continue to see) convergence among marketing and business software platforms, and this trend will continue to grow as the line blurs between publishers, brands and marketing agencies.

Curve by Getty Images. Verizon’s experiment with Sugarstring. And, of course, The Red Bulletin. More and more brands are learning the power of building this kind of one-to-one connection with their audiences, building an owned audienc, and not having to borrow interest from television or other content creators.

At the same time, publishers are creating content for brands with their own agency arms, as well (a bit of a blast from the past when newspapers used to help create ads to sell media space).

Tribune Publishing (which owns the Chicago Tribune, Los Angeles Times and other dailies) bought a stake in Contend, a content agency that creates branded campaigns. Onion Labs, The Onion’s in-house ad agency, has made some seriously cool campaigns. Condé Nast, publisher of Vogue, Vanity Fair and GQ recently hired a director of branded content and launched a branded content shop which blurs the line between editorial and promotion.

Advertising and marketing agencies, more threatened than ever by brands and publishers, will try to get an ownership stake in the ideas they help create, like Anomaly did with EOS cosmetics or how 37signals went from being a website redesign shop to a software company selling Basecamp.

Data, will of course, be huge. This will be of benefit to content creators of all stripes listed above. Since they have the traffic and relationship with the audience, they have the ability to learn the audience’s preferences based on their behavior, and then engage in A/B testing with these audiences to build a strong understanding of the products, services and offers that these customers will most respond to.

But behind it all, let’s not overlook the people with the knowhow to make it happen, which can be a scarce resource — brilliant, brilliant marketers, writers, designers and data scientists.

Being able to navigate this land of data and convergence, networking and real relationships will be critical for the marketer to build cross-functional teams that understand all the elements it will take to be successful — content, technology, data and strategy. That’s one reason we pay so much attention to the audience experience and foster interactions and networking at Email Summit.

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