SEO in 2019

SEO in 2019

SEO in 2019:
The importance of keywords, meta-data, and long-form content

Your website is one of your most important marketing pieces. It’s often the first place customers look to understand what you do, why you do it, and how you stand out from the competition. It’s important to create website content with your customers’ needs and questions at the forefront.  You also want to write SEO content that will make it easy for your ideal customers to find your business. The rules of SEO are continually changing according to how we use and access information online.  If you’re wondering what to do for SEO in 2019, well, keywords are still the best starting point. We break down what they are, and how to design your site to use them well. Remember, the ultimate goal of Search Engines is to provide searchers with the most relevant results. These tips are designed to help search engines do just that!

What do you want to be found for?

Whether you’re just creating your first business site or updating an existing one, a very important step is to sit down and think about SEO keywords before you begin.  Taking time to understand exactly what you want to be found for can help you understand how to design and organize your website. If you’re not sure what your keywords are, a good place to start is taking a look at your competition – especially the competition that comes up in the top spots when you search.  If your business is focused in a certain location, it’s often helpful to include the location in the keywords. Other keywords can center around specific services you offer that people might be searching for. Often, the more specific you can be, the less competition you’ll have on searches.

If you need help researching keywords, a good resource is typing something into google and scrolling down to the bottom of the page to see similar searches.

What is Meta-data and why is it important?

Every page on your site should have something called “metadata” included.  Clear, well-written metadata that includes your keywords is extremely important for SEO. The metadata basically summarizes what your page is about for search engines, telling them which topics are the most important on the page.  Metadata doesn’t appear on the page itself, but search engines read your meta-data in order to help provide the best results to searchers. The metadata on your site is split up into three key elements:

Meta-title

The meta title is the bolded first line that shows on google when someone finds your site.  It also shows up on the top of your browser when you’re on the page and provides the default name for your page link when someone bookmarks it.  Why is this important?

Because if you have a clear, well-written Meta-title that puts the most important keyword as early as possible in the sentence, it will help guide people to click on your site. Make sure your Meta-title is clear for the reader to get the most clicks.

Meta description

If you don’t add a meta-description to your site, search engines will typically show a short snippet from your page content – whatever is the most relevant to a user’s search.  But that snippet, grabbed mid-paragraph, or cut-off, might not be very helpful to people. When you write a clear, easy to understand meta-description, you’re helping potential customers decide whether your content is relevant to their needs, so you want to make this one count! You also want to consider, what kind of content will help your customer, but also lead them to click for more information, so give a hint on the kind of helpful information they’ll find when they click through to your site.

Meta keywords

Adding meta keywords and/or key phrases tells google the key ideas that searchers will find on your web page. You want to identify keywords for every page of your site and list them in your meta keywords, separated with commas.  Whatever keywords you specify, you’ll want to try to use them a minimum of 3 times on the page to make them count.

Using keywords on your web page.  

Once you’ve identified your main keyword, and incorporated it into your meta-title and meta-data, you’ll want to make sure that you use it again, at least 3 times in your page content.  It’s also a good idea to use it in Header tags, in bold, or in bulleted or numbered lists. All of these styles on your page have more importance than big blocks of text, so putting keywords in these sections will reinforce their importance to search engines.

You should also identify some secondary keywords or key-phrases.  While you may not use all of your secondary keywords in your meta-data title and description, simply add them 3 times throughout a page.

The Value of Long-form content

While your general website might not always use long-form content, adding content that is around 2000 words long provides a lot of value for SEO in 2019.  The reason for this is that search engines see long-form content as in-depth information that can answer searchers’ questions in one easy place. You can create long-form content on your blog, in help guides, and pdf downloadable resources. Creating long-form content is a great idea for your business, because it helps your clients, proves your expertise in your industry, and on top of that, gives your SEO a boost!

While there’s a lot more to the SEO in 2019, carefully considering and using keywords on your website,  crafting good meta-data, and creating long-form content on your website will all help your SEO, and get more customers to your door.  

If you need help with your SEO, we’re the experts! Learn more about Prospect Solutions’ SEO services.

 

Corporate Brand Marketing vs. Personal Brand Marketing

Corporate Brand Marketing vs. Personal Brand Marketing

What is Corporate Brand Marketing?

Unlike Personal Brand Marketing, Corporate Brand Marketing is a way to market your company and establish brand reach, recognition, and loyalty. While your company may be your baby, it is a separate entity from yourself, and has its own family, history, voice, and traditions. Your brand’s personality goes far beyond the established corporate name under which you do business, and what your brand means, and stands for, affects your customers, your industry and your employees.

Corporate Brand Marketing communicates your brand to the world via your company website, social media pages, email, telephone, video, photography, colors, copywriting, etc.  All of these elements come together to create a consistent feeling and message about your business, what you offer, how you work with partners and clients, and why people should choose you over the competition.

Corporate Brand Marketing also uses social media channels to help connect with clients and deliver great brand experiences, but it takes a different approach to using those tools, and integrates them with other channels to establish your brand and reach customers:

Corporate Brand Marketing on LinkedIn:

Your business page on LinkedIn can be used for a few different things. It helps establish the HR side of your brand, connecting to employees and sharing more about your corporate and work culture to attract excellent potential new hires. It’s also a great advertising platform, especially if your business is B2B-focused, and your target markets are using these channels. You can help reach and connect to customers through posts, but if you want to extend your reach, you can also use LinkedIn’s paid advertising and job-posting options.

Corporate Brand Marketing on Facebook:

Your Business Page on Facebook is also a great place to advertise to potential clients through Pay Per Click (PPC) advertising, and to share content from other platforms, like your blog, or website. You can use it to highlight current promotions, engage followers to sign up for newsletters, and much more.  One of Facebook’s best features, however, is Messenger, which offers a direct chat option with clients. This means you can offer live conversation and customer support, and be available to customers on one of their most used platforms. You can also set up a chatbot in Messenger to help automate responses to specific keywords, making this communication process more seamless. It’s important to remember that your responsiveness as a brand is an important part of your brand personality, and building client trust and word-of-mouth. Facebook business pages also include options for online selling directly through Facebook. As social media platforms go, Facebook continues to be one of the most multi-featured, offering a variety of tools to support your business.

Corporate Brand Marketing on Twitter and Instagram:

Twitter and Instagram can also both be used for direct communication with clients, but they’re also great platforms to share branded content that establishes your company’s brand personality.  Since Instagram does this through images, it should connect with your overall brand feel and colour scheme, and emphasize the visual aspects of your brand. In contrast, Twitter, is more about sharing ideas, and having online conversations, making it a great place to develop and share the voice of your brand personality.  It’s also a visible platform for talking to clients, publicly showing how you respond to the customer.

Corporate Brand Marketing on You-Tube:

You-Tube is one of the most creative tools you can use for Corporate Brand Marketing, and often requires the most skill to get it right. You-Tube can be used for sharing your own corporate videos, or you can access You-Tube advertising options and put your ads in front of a wider audience. Corporate videos can showcase products, share corporate events, highlight company values, or demonstrate company culture to help hiring.  Whatever they do, they need to do it well in order to engage your audience, so it’s worth investing, time, thought, and money in order to get the most out of branded company videos.

Email Marketing:

Setting up an ongoing e-newsletter is a great way to increase your brand reach, and connect with some of the most qualified contacts. Sending regular emails puts your brand directly in customers’ inboxes, and since customers actively sign up, you know they really want to receive it. E-mail marketing is a great tool to provide value to your customers though tips, expertise, promotions, brand stories, and more.

Blogging:

Your company blog is the place to establish the expertise of your brand, and provide added value to help your potential customers. Establishing a blog helps drive SEO to your website, but more importantly, it helps customers to move down the sales funnel, and/or become repeat customers, by providing information they need to make decisions about your brand, or to get the most out of your products or services. Creating ongoing blog content also supports all of your other social media platforms, as you can re-share this valuable information on a variety of channels. And if you have a sales team, blog content is a great resource for them to share when clients have questions.

The important thing with Corporate Brand Marketing is to create consistency throughout your social media posts, web content, visual and written messaging, and in the the way you do business.  With so many online tools and platforms available, companies have a lot of power to establish the strength of their brand and reach clients. But at the same time, clients have a choice, and these very public and conversational channels allow customers to dialog with your company when they’re happy, and when they’re not. This means how you do business, how you communicate with customers, and how responsive your company is, all play important roles in your Corporate Brand Marketing, and brand image.

If you need help with your personal brand marketing or corporate brand marketing, get in touch!

How Personal Brand Marketing Can Help Your Organization in 2019

Happy Personal Brand Marketing Year!

 2019 is well on it’s way! Welcome to the year of opportunities!  At the start of a new year, we know most small business owners are looking for ways to build customers and contacts, and planning how to grow their business in the coming year. Being a business owner myself and managing a lead generation and digital marketing agency for over 15 years, I have the privilege to provide advice to my fellow business owners and entrepreneurs on which small business marketing tactics will help you achieve the business growth you’re looking for!

What is Personal Brand Marketing?

As the name suggests, personal brand marketing is all about the person (or people) who own and run a business, and how they network and build relationships with other business owners, clients and industry leaders. Personal Brand Marketing is about building direct, peer-to-peer personal connections with other business professionals. Through these real connections, business owners can introduce their companies to other business owners, and build trust with their prospects and customers. These days, business owners can build and nurture those direct personal relationships through a variety of social media platforms, maximizing their personal accounts to build and nurture ongoing relationships, and modern “word of mouth.” Here’s how you can use some of the most common online platforms to develop your personal brand marketing:

LinkedIn Prospecting:

Build your personal network of peer relationships through LinkedIn, and get in the habit of sharing expertise through this platform. LinkedIn is a great place to maintain connections that you make in person at events, or you can seek and reach out to potential contacts who may be a good fit with your business. When adding new contacts, go directly to the person’s page, and write a personal message when you connect reminding them where you met, or telling them why a connection might be valuable for you both. LinkedIn also has groups for shared business interests, and for many industry organizations, so this is really your go-to-hub for b2b connections, business advice, hiring and more.  And don’t forget to add your LinkedIn address to your business card!

Facebook Networking For Business:

Personal Networking on Facebook provides a variety of different opportunities for Personal Brand Marketing.  You can invite fellow business owners to become your personal friends, and then request their help growing your business page following, and do the same for them.  You can also look at joining existing groups that may be relevant to your business, or creating your own groups. Group participation is especially powerful, as any group messages you post notify group members directly, whereas the reach of your Business page posts depends on your advertising and/or post boosting investments. Making use of your existing personal networks, and working to expand them is a great way to get your personal relationships helping with your business growth.

Twitter For Business:

Twitter isn’t just for big corporations and famous Hollywood stars, it’s also for you, the small business owner!  We recommend creating and managing a personal Twitter account to provide your followers with the real personality and passion behind your business. This is a great place to share your ideas and expertise, and have conversations with other business owners online. Twitter is also a top platform for journalists to hang out on, so if you’re looking to get a bit of publicity, it pays to explore which journalists write about topics related to your business, start following them and build a relationship. You can do this by commenting on relevant stories they post, and showcasing your knowledge. Building the right relationships with journalists will help you be top of mind the next time they’re looking for a topic expert on an article that relates to your business.

Instagram For Business:

As one of the most high-engagement online platforms currently in use, Instagram is an excellent place to build your personal brand, and share the real you that stands behind your business. And since Instagram is image-focused, many business partners find it easier to tell their story through great photos. A picture is worth 1000 words, and it’s a lot faster to create and share! To maximize Instagram for Personal Brand Marketing, make sure to direct message your followers thanking them for liking your images, and engage with their content regularly. These are just some of the tools you can use for Personal Brand Marketing. Overall what you need to remember about Personal Brand Marketing is that it’s direct, relationship-focused, and, well, personal! As long as you let your personal business passion shine, your friends, business connections, and potential customers are sure to notice, and feel excited to do business with you!

Digital Marketing Vs. Traditional Marketing

Digital Marketing Vs. Traditional Marketing

The world is an ever changing place, and right now we are in the middle of the digital age. Marketing professionals everywhere are stuck in a certain debate about which technique is better: Traditional or Digital Marketing? Many professionals believe that digital marketing is taking over the marketing world. Let’s find out if they’re right.

Defining Traditional and Digital Marketing  

Traditional marketing includes many facets, mostly involving tangible items. These marketing items include print ads in newspapers and magazines, brochures, business cards, and billboards. Word of mouth and commercials on TV and radio are also typical avenues  for traditional marketers to explore.

Digital marketing is currently evolving, and will continue to evolve as long as technology is advancing. Some of the strategic avenues that digital marketing professionals explore include websites, YouTube videos, banner ads, and social media. When you break it down, digital marketing can seem very similar to the traditional marketing route. The key difference between them is that digital marketing focuses on the use of digital devices. By using digital marketing, people will be able to find you from the comfort of their own home. This happens by surfing the web and coming across your company’s content and brand.

Digital Marketing’s Advantages

When choosing digital marketing, the results are much easier to measure. This is because you can see the statistics right in front of you. Another massive advantage found in digital marketing is that your audience is not limited. The internet allows your company’s content to reach an infinite amount of people. You can also control your marketing strategies better by varying your target markets for each campaign. Furthermore, digital marketing is a technique that is very interactive, especially when using social media. You get to interact directly with your audience and hear about what matters most to them. There can be plenty of direct contact between the audience and the business which means that the business can get some very valuable consumer feedback.

Can There Be A Balance?

As a marketing company, it is imperative to know all of the most up to date and buzz worthy methods of marketing. Our world has transitioned into a very digital environment, so it is key to use this to your advantage. Ebooks, online magazines, and reviews all happen in the online space now, as more and more of our time is spent on all things digital. It’s common sense to invest in a digital marketing campaign, due to this rise of the digital age.

Traditional marketing does still have it’s space, but digital marketing will allow you to become much more successful. Communicating with your clients and consumers has never been easier! You can even personalize your web pages and social media profiles to help connect with your clients. If you’d like to take the leap by using digital marketing campaigns, schedule a free consultation call with us. We’ll help you start off on the right foot, and we can’t wait to get started for you!

Prospect Solutions, October 2018

 

Tips On Getting Inbound Leads Via Paid Website Traffic

Tips On Getting Inbound Leads Via Paid Website Traffic

Tips On Getting Inbound Leads Via Paid Website Traffic

People  often call me for a Free Consultation  and say that they invest most of their marketing budget into inbound leads via paid website traffic. They believe that the fast and simple way to get leads is via Pay-Per-Click  (PPL) advertisement on Google, Facebook, Twitter, or LinkedIn.  I agree with them because PPL  does deliver results, but for a hefty fee!
With paid advertisement , you get website traffic as long as you keep paying for it. Pay-per-click advertisement does not help you build your online reputation, which is invaluable for your website ranking with search engines. Getting inbound leads via paid website traffic may not be the best use of your marketing dollars.

What percent of the overall website traffic to your website is actually converting into leads?

There is no point in spending hundreds of dollars with pay-per-click advertisers and having website visitors drop off  because your site has poorly written content and bad navigation and images.

Are you getting the right website traffic?

If want to get the best ROI on inbound leads via paid website traffic, target your most desirable customer.Ask yourself a question: “What are my best paying and most loyal customers REALLY buying from me? What keyword would they use to find me on the internet?” This suggestion alone can save you a lot of money and increase your marketing ROI.

To achieve the best ROI on inbound leads via paid website traffic, consider various pay-per-click advertising companies.

Most people tend to keep all their eggs in the same basket and invest most of their money in Google or Facebook. Often Facebook, LinkedIn and Twitter can offer much cheaper pay per click rates and get you better qualified website visitors.

Consider investing at least 50% of your monthly marketing budget into non pay-per-click marketing channels.  Differentiate and invest in social media prospecting, organic SEO, business networking, new content, video, email, better website, telemarketing, CRM and others.

Social Media Strategies for Recruiters

Social Media Strategies for Recruiters

Social Media Strategies for Recruiters to Generate More Job Leads and Boost Placement Rates

As a recruiter, finding qualified candidates can be tough, but perhaps even more challenging is finding enough job vacancies in which to place your candidates.  Social media strategies for recruiters are vital in order to:

  • Grow and maintain a steady stream of job leads.
  • Stay up to date with the latest market trends, skill bases, and industry news.
  • Keep an eye on what their competition is doing.
  • Create a greater selection of roles they are likely to recruit for.

Take your recruiting skills to the next level with the following social media strategies:

 

Wield the Power of LinkedIn

Leveraging more job leads can be done with surprising ease on LinkedIn, a social media site for professionals. Customize your profile to attract leads and join LinkedIn groups for the industries you’re recruiting for. Post, comment, and share often to establish your online presence in your niche industry.

One of the most powerful tools for recruiters to use on LinkedIn is the jobs database where you can search companies with job openings. Update the career interests section and then use the “jobs you may be interested in” feature that compares your profile settings against 300,000+ jobs in the database, practically hand-picking your ideal job leads!

 

Explore Other Online Platforms and Social Media Strategies for Recruiters

LinkedIn isn’t the only useful social media tool for generating leads. Find job vacancies on Twitter by using the advance search option to locate company Twitter handles, as many companies will tweet job openings. Even Facebook has launched their own job search feature that filters jobs based on your profile, interests, and desired industry.

Approach your search like a job-seeker would. Where are they looking for work? Find and follow any other blogs or websites targeting people on the hunt for work.

When you’ve found a website with good job lead potential, use a news aggregation tool like Feedly to stay alerted for new updates without having to constantly revisit each site for new content.

Become the Go-To Recruiter in Your Industry by Following these Social Media Strategies

Once you’ve generated more job leads, the goal is to build long term relationships with your ideal prospective clients. Create trust over time by listening to your clients’ recruitment needs and make each interaction about them.

Stay top of mind with both your candidates and clients after filling a role for them by routinely interacting with their social media posts and groups. If you took the time to establish an authentic relationship with them, they will come to you first when they are in a position to hire again.

Nurture your network and you’ll establish yourself as the go-to recruiter for your niche industry.

 

Conclusion

Success as a recruiter can be found through creating genuine relationships and utilizing social media tools. By creating a larger pool of job leads, you can zero in on quality prospects that will give you the placement opportunities most tailored to your niche and expertise.