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In : Digital Marketing Comments : 0 Author : Sam Barraza Date : 21 Aug 2019
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Here’s an interesting and rather shocking fact: stats from blogging platform, WordPress, reveals that an estimate of 2.75 million posts are published every day. That amounts to 70 million new blog posts every month. With such a huge number of content available online, it is quite an understatement to say that content marketing spells hard work. The real bulk of the work is barely starting once you hit publish.

The best content is practically useless if no one views or reads it. Thus, the main aim of content marketing is to deliver the message to as many people as possible, and in the process boost brand awareness and generate revenue. Unfortunately, a study released by Ahrefs states that 91% of content gets zero traffic from Google. As the Internet keeps on growing, the task of content promotion is also becoming an even harder challenge. Without a content marketing strategy in place, it is not impossible for Google (and other search engines) to totally ignore your blog post. Do not let your content go to waste by practicing the following tactics in blog promotion.

Come up with a plan.

Strategies always come with a well-thought-of plan so start by plotting clear goals and action plans. Specific objectives set the direction for your tactics and can likewise result in content promotion ideas. Another important factor in an effective content marketing strategy is the target audience. If you want readers for your blog, design your overall strategy around the interests and concerns of your buyer persona.

Create SEO-friendly content

Internet live stats say that Google receives around 40,000 search queries every second. This number suggests that your target readers are hoping to find you by typing their queries in the search engines. Make it easy for your readers to discover you by keeping the best search engine optimization (SEO) practices in mind. Inserting the right keywords, meta descriptions, and title tags can go a long way in increasing your blog readership. SEO rules are ever-changing so content marketing professionals should always be on the lookout for the latest news about it. 

Inform and educate. 

Search engines may lead readers to your blog but you cannot expect them to stay if all you can offer is poor content. So while keeping SEO principles in mind, remember to write for people. You want to avoid a high bounce rate so provide content that gives answers to the questions of your readers. You can also create content based on the comments and suggestions of your readers. Take time to produce educational and informative content to make a good impression on readers and even encourage them to keep on coming back.  Moreover, quality content will likely results in shares.

Send email blasts.

You want to spread the word once a blog post is live and one way to do that is through e-newsletters. With a study proving that email marketing continues to be an effective tool to reach out to people, growing your email subscribers is, therefore, one important factor in the success of your content marketing tactic. An email though can easily get lost amidst a number of messages in an inbox so implement tactics such as personalization and segmentation to make your message stand out.

Connect with influencers.

It doesn’t take a genius to see that so many people today spend too much time on sites such as Facebook and Instagram. Since your target customers are probably on social media, it is surely a good place to promote your content. You can start a social media page and engage with your followers. Another good idea is to seek partnerships with key influencers on social media.

Amidst all the buzz and hype about online marketing, is the idea of using digital means to grow your business still a blurry concept to you? Our digital marketing agency, Birch River Design Group can provide clear insights on how the Internet can drive your firm to success. Consult your concerns and queries to our team of digital marketing professionals based in Scottsdale, Arizona. Schedule a meeting with us today!

In : Social Media for Businesses Comments : 0 Author : Sam Barraza Date : 14 Aug 2019
Social Media Engagement

With statistics showing nearly  2.1 billion people using social media, building a strong and active online presence is now a necessity rather than a mere option for firms. In order for social media to work to your advantage, you need to start an online community and practice social media engagement to better your relationships with clients and prospects.

This task is not as simple as it sounds. Distractions abound and competition is tough, so it is a huge challenge to gain followers and keep them on your page. To maintain a social media community that will complement the marketing strategies of a company, creativity and commitment are absolute essentials.

Post Regularly

A social media page is not something that can run on its own. Regular posting is an important part of social media engagement because it is almost impossible to keep current followers and gain more if you abandon a page after setting it up. The frequency of your posts also gives your audience insights about the stability of your company, so it is also a way to build trust with your audience.

To get more likes and shares, you can take advantage of the latest social media trends such as Facebook or Instagram Stories. You can also increase the exposure of a post by pinning a certain update on top of the page. The tone and content of your posts will depend on your target audience, so make sure you have in-depth knowledge about them.

Aim for Viral Content

A simple post can easily get lost in the middle of a lot of content; all of which are competing for attention. So get your creative juices flowing and try to come up with unique content that is bound to capture the interest of many. Be sure to keep track of trending topics for ideas on viral content. It is also recommended to include hashtags for your posts to reach more people.

Be Spontaneous

By scheduling your posts in an orderly manner, your audience will start noticing a pattern on your feed. You probably post inspirational quotes every Monday or share a funny video every Friday. Consistency keeps your social media channels organized and reliable. On the other hand, things may also start to get boring over time and negatively affect your social media engagement.

Being spontaneous is a great way to snap out of the boring routine. Surprise your audience by creating totally different content from your usual posts every now and then. You can also run contests or promotions to promote your brand and reward your followers. It will keep the stories on your feed fresh and interesting, and increase your chances of likes and shares.

Ask Questions

Social media is popular because it provides a quick and easy avenue for interaction. If all of your social media posts only reflect your views, it is not fulfilling its goals. Let your customers know that their opinion greatly matters by asking them questions or making suggestions.

Aside from encouraging interaction, you also gain valuable information about your client’s preference. You can then use the insights you get from these postings to enhance your service or develop new products.

Answer Promptly

Your firm may be known either for exemplary or lousy customer service by the way you handle messages you receive through your social media pages. Make an effort to answer all comments and respond to inquiries as soon as you can. It may be time-consuming, but it will be worth it because you will end up with happy clients. A client will likely purchase and recommend you to others with positive customer experience. To automate and hasten response, you can install chatbots in your messenger service.

Manage a Facebook Group

Aside from creating a Facebook page where the admin is the only one posting updates and statuses, a business can likewise create a Facebook group to give their followers a chance to post as well. This community is a great platform to network your products and services. This gets you closer to people who are interested in your brand.

Social media marketing sounds fun; an actual profession that allows you to browse Facebook feed, post Instagram photos or watch YouTube videos. All of which seems easy and doable. However, if all you want is to set up a business page on Facebook or Instagram and put it on autopilot, the social media channel may do more harm than good. Therefore, it is important to practice social media engagement with your audience and make use of the tools available to you to grow your following.

Our team, Birch River Design Group, wants to help your firm enjoy the many benefits of an active social media community. Contact us or give us a call today!

In : Digital Marketing Comments : 0 Author : Sam Barraza Date : 07 Aug 2019
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Innovation and improvement are two key concepts that all online marketing professionals should constantly keep in mind. With too many technological developments happening rapidly, the digital marketing world is getting more and more competitive each day. This means that even with a brilliant marketing plan in place, it is still a must for online marketers to examine if their tactics are still up-to-date and effective. Aside from increasing the chance to discover new ways to further polish their business tactics, constant assessment of their marketing initiatives will likewise reveal the flaws of their present schemes. It is highly beneficial to spot these weaknesses because they can be costly and detrimental to overall business goals. To know what is amiss is a prerequisite before any enhancements or modifications can be done. The following texts can help you quickly check if your digital marketing efforts are on the right track:

Being inconsistent.

If you view digital marketing as something with a concrete finish line, you got it all wrong. This is a field that does not end once you are done setting up a Facebook page. In fact, the job of a digital marketer is just starting once the website, online ad, or social media page goes live. To keep online presence strong and active,  posting useful content and communicating with followers should be a regular practice. Constant monitoring is important because you want to show your target clients that the quality of services you offer does not wane in time. Consistency is crucial to gain your customer’s trust and improve your brand’s reputation.

Using clickbait.

Pay-per-click (PPC) ads are designed to capture attention and to persuade people to click on it. Without clicks, a PPC campaign has a zero chance to generate conversions. For this reason, it is not surprising if digital marketers try to use clickbait in the hope of winning clients. However, wise online marketers are well aware that the success of a PPC campaign is not solely based on clicks. A more accurate indicator that a PPC ad is successful is by the number of clicks that turn into conversions. Unfortunately, running clickbait ads usually contains misleading or false content that is likely to frustrate or anger prospect clients.  Instead of resorting to clickbait, it is better to run an ad with clear and genuine messages. This way, an ad may get fewer clicks but will more likely attract the right people that are really looking for your services.

Prioritizing quantity over quality.

Numbers can be an impressive factor in digital marketing. Thousands of email subscribers or hundreds of social media followers can put your campaign in an advantageous position. However, merely focusing on numbers will not necessarily yield favorable results. Digital marketers should look beyond the numbers to see how many in their list of subscribers are helping them achieve their goals. How many are actually responding to their campaigns? If the majority of followers are inactive or dormant, then it is time to take action such as cleaning their lists by sorting the active from the dormant ones. They can delete inactive accounts or send reminder emails. It is also a good idea to modify their sign-up forms or invitation messages to ensure that they attract their target clients.

Totally ditching traditional media.

Digital marketing is a hot trend that businesses can no longer ignore if they want to stay competitive. However, embracing the latest technology does not mean you have to totally abandon traditional advertising methods. It is because if done the right way, traditional media can perfectly complement your digital marketing ventures. So while exploring the various methods to promote products and services online, it is beneficial to still pursue offline methods of advertising.

Without adequate knowledge and experience, digital marketing can sound very complicated and confusing. Thus, if your business is a newbie in online marketing, it is highly recommended to seek advice and guidance from professionals such as our team Birch River Design Group. Collaboration with a team of digital marketing professionals can prevent mistakes and skyrocket your success! Schedule a meeting with us today so we can discuss your online marketing goals.

An E-commerce conversion sales funnel doesn’t end when a customer completes an online purchase. In an ideal scenario, the first-time buyer starts a sales cycle through a series of repeated purchases.  This cycle ends with the first-time buyer becoming a loyal customer. Apart from attracting new customers, the ultimate goal for all E-commerce websites is to grow its number of loyal clients. However with 2018 data from Statista revealing that merely 2.86% of E-commerce website visits result in conversions, encouraging previous shoppers to return and make another purchase is surely not easy. Attracting and retaining clients is a tough challenge. However, a look at the most successful online stores proves that it is attainable. The following briefly discusses how a website store can survive and thrive in the very competitive world of online marketing by diligently implementing customer retention tactics.

The importance of customer retention strategies.

Customer acquisition may be a firm’s initial goal. However, to truly prosper, a business should likewise prioritize customer retention initiatives. The results of a  2013 survey from EConsultancy even suggests that companies should focus more on retaining existing clients. In the said survey, 70% of respondents said it is cheaper to keep existing clients than to get new ones. This led to the conclusion that customer acquisition is a better investment for E-commerce websites.

Make a positive impact on first-time customers

It pays to know that in E-commerce marketing, first impressions can be a deal-breaker. You want to build a lasting relationship with clients. However, it won’t happen unless you give them a smooth and remarkable online shopping experience the first time around. Listed below are some tried and tested tactics that an E-commerce website can do to keep customers coming back.

Offer a welcome gift.

You want the first visit to be a remarkable one so how about offering an exciting freebie to welcome the newbies on your site. A simple gift (e.g. free shipping, discounts, complimentary sample) will serve as a nice way to warmly welcome your guests. Moreover, funds that the E-commerce website would shell out to give freebies or discounts are likely to be a good investment because there is a great chance that the customers will appreciate it and return. In a survey done by RetailMeNot, an online shopping platform, 80% of respondents said that they were encouraged to buy from a new brand if the offer comes with a discount. 

Create a loyalty program

If the freebie given to first-time clients managed to convince them to buy again, this form of reward system should continue by establishing a customer loyalty program. A research study published by the International Journal of Business and Social Science shows that loyalty programs are useful in building customer retention. Since people love rewards, it is not hard to believe that it can help foster a positive relationship with clients. A loyalty system can also help an E-commerce website identify their most loyal customers. The firm can use the data they can gather from the members to further enhance their services.

Install a live chat option.

Great customer service means giving prompt and appropriate action to any query or concern that the client has. In many cases, delay in answering questions of prospective customers can spell huge profit loss. An E-commerce store can avoid this from happening by installing a live chat option. This functionality is a cool way to offer excellent customer support instantly. Live chat on an online shopping website offers a convenient way for clients to reach out to the firm in real-time and can significantly boost sales. A research study from FurstPerson, a market research company claims that a live chat feature encourages 63% of customers to visit a website again.

Are you thinking of building a user-friendly E-commerce website for your business but not entirely sure where and how to begin? Allow our digital marketing team based in Scottsdale, Arizona, Birch River Design help. Contact us today! 

In : Digital Marketing Comments : 0 Author : Sam Barraza Date : 24 Jul 2019
Handwritten Text Sign Showing Who Is Your Audience Question. Bus

Brand loyalty is the end result of consistent, positive customer experiences. A great marketing tactic should therefore continuously work on building a great relationship with target clients. One effective way to do this is by implementing ways to connect to the customers on a personal level. Any promotional campaign directed to the general viewers has the potential to gain attention. However, ad materials that are customized to specific users have a greater chance to garner leads and conversions. Customizing messages based on an individual’s preference is a marketing strategy known by the term of personalized marketing.

What is personalized marketing and why is it effective?

Businesses that take time to gather and analyze data and information about their clients in lieu with the goal of improving the products and services they provide are employing a personalization technique. Studies strongly back up the claim that personalization is indeed a powerful tool to strengthen a firm’s marketing strategies. According to a 2019 survey report, 98% of marketers included in the study believe that personalization resulted in a better relationship with their customers. Meanwhile, another survey reveals that 44% of the participants in the study said that a personalized shopping experience will encourage them to buy from the same store again.

The impressive ability of a personalized campaign to leverage marketing initiatives is easy to explain. This technique sends a clear message that a company genuinely wants to be of service to a client. Aside from making users feel valued, it likewise has the power to make a brand stand out from others. It is, therefore, no surprise that more and more digital marketers are making personalization a top priority.

Aside from being effective, personalization is likewise a flexible tactic that can easily be incorporated into various online campaigns. In email marketing, adding the name of a user to the subject line of an email campaign generates a 6% increase in its open rate. Another research from a company, Adlucent proves that personalized ads are likely to get more clicks even if it is from an unknown brand. Although there is no question to the value that personalization can do to an online campaign, making it a part of a marketing strategy may not be as simple or easy as it sounds. The following steps can get you started in exploring the many benefits that your business can get from personalization.

Get to know your customers.

Start with a goal to get up close and personal with your target clientele. Age range, location, lifestyle, and habits are details you want to get ahold of. You can do this by gathering data about them through surveys, interviews, and feedback forms. Your data-gathering methods can be done online or offline.  The insights from the data should allow you to create a buyer persona or an almost accurate profile of your customers. 

Strategize with your clients in mind. 

The buyer persona is a central guiding factor in designing all aspects of your marketing strategies. Your messages, visuals, and approach should match the interest of your buyers. You can also use this client profile to determine where to focus your marketing efforts and display your promos. It can also give you an insight into determining the right platforms or channels to deliver your content.

Know the right tools and technology. 

Technology can greatly help make personalized digital marketing easy. You may want to display a customized landing page for each type of user or show relevant ads based on one’s search history. To make this possible, you may have to invest in content management systems, segmentation, and marketing automation tools. Do some research to know the right tools that can automate personalization in your online campaigns.

Monitor marketing performance.

To create a positive impact and stay relevant to the user, personalized marketing should involve thorough study and constant monitoring. Create a flexible marketing tactic so you can easily make adjustments if necessary. You also want to regularly check the performance of your ads or content to discover what tactics work and which don’t. You can likewise fix a problem immediately if there is any.

Continue marketing efforts offline.

Digital marketing does not exclude offline marketing methods. In fact, traditional marketing techniques can complement your efforts in personalization. You can do this by organizing or participating in events where you can meet your target clients and interact with them personally. It is also a good idea to answer online inquiries directly through a phone call.  

Do you want to grow your clientele and promote your services by building a strong online presence for your brand or business? Let our digital marketing firm in Scottsdale, Arizona, Birch River Design Group be your partner! We diligently study and monitor the latest trends in digital marketing such as personalization and how it can serve as an asset to a firm. Talk to our team today to learn more about personalized marketing and the wonders it can do for your business. Fill out our online form or call us to schedule a meeting!

Website UX

User experience (UX) is crucial to any enterprise. No business model will survive and succeed without emphasis on providing quality services. The goal to offer clients a pleasant experience should be clear and consistent in the overall UX strategy of a firm. Thus, a company that decides to venture into digital marketing should likewise stay true to its commitment to provide good customer service. One way to demonstrate this online is by creating a business website that customers will deem user-friendly. 

The UX aspect of a website is essential. It is a great determining factor if a visitor will stay on a page or leave. People who visit your site are potential leads. Therefore, it is such a waste to lose them just because of a poorly designed web page. To generate leads and profits, a business website should implement best practices to enhance its user experience. Some important factors to take note of are the following:

 

Keep your customers in mind.

 

It would be difficult to improve a website’s UX without in-depth knowledge about your target users. Take time to understand their concerns and interests so you can create an accurate profile of your users. You can then use this profile as a guide in developing the designs and functionalities of your website. Ideally, the end result is a business website that will meet or even exceed the expectations of your users.

 

Offer useful content.   

 

More than attracting clients, the end goal of optimizing a website’s  UX is to turn visitors into loyal customers. One way to keep clients coming back is by offering unique and valuable content. It can be an infographic, an ebook, or a video. You can also offer free tools, apps or templates. The quality of the resources you offer to your clients will help you establish your company’s good reputation. Do make sure that the content you offer in any form should be easy to access and use.

 

Give ample attention to customer’s inquiries and feedback. 

 

Hear it from your clients yourself by providing features that allow site visitors to leave comments or inquiries. Do not ignore the messages they will leave because actual users can surprisingly notice an error that you can easily miss. Maybe they encountered some difficulty accessing a certain page or give an idea for a great feature to add. Treat your clients as your partner in building the website by encouraging them to give both online and offline feedback. Their feedback will give valuable clues as to how you can further improve your site.

 

Run usability testing.

 

Usability testing is a great way to check if the interface you created is indeed usable and to improve UX. This process will demand time and resources from a firm but the insights you will gain from it makes it worthwhile. One way to conduct a usability test is by employing a pool of test users to perform actions on your business website. To maximize the benefits of running usability tests, participants should be given clear metrics and methods on how they can share their opinions and recommendations about the website. Test users can be given forms to fill or be asked to purchase something from the site. These types of tests will check how fast or slow a page loads. It will also reveal how easy or hard it is to perform transactions on a website.

 

Constant monitoring is a must. 

 

A business website is not something you create and leave behind. In many ways, a business website is just like a physical store or office that needs maintenance. Once a website is up, web administrators and digital marketers should regularly monitor the site to make sure that everything is running smoothly as well as the user experience (UX). A business website can crash or display technical errors anytime and if you fail to see it, you can sadly lose clients and earnings. However, if you keep an eye on your website on a regular basis, you can immediately fix errors as they occur.

 

Work on the homepage. 

 

Every page on a website is important, but as the usual entry point of a visitor, it pays to give extra attention to the homepage. Its aim is to give the users a good first impression with its design, content, and features. It will greatly help if the website’s purpose and the services it offers are clearly presented on the homepage. Clear instructions on how to navigate the website from the webpage will encourage the user to explore other pages on the website. 

Even if it is easy to see that investing in online marketing is a wise move, there is still a great chance for a business website to be a liability rather than an asset to a company. To guarantee success, you need a team with thorough knowledge and ample experience in digital marketing such as the Birch River Design Group in Scottsdale, Arizona. As your partner, we go all out to help your firm exceed all its marketing goals. Learn more about the UX services we can offer by getting in touch with us today!

Woman Holding Apple Iphone

Social media is well-established as an effective marketing tool. Brands that make an effort to build a strong presence in sites such as Facebook, Instagram, and LinkedIn enjoy a cost-efficient way to promote their services. Likewise, with 2019 stats from the marketing software provider Emarsys saying that an average of 3.2 billion people accesses social media sites every day, it is undoubtedly a surefire way to reach out with existing and potential customers. But social media management is not as easy as it sounds. 

Although the popularity of these online platforms brings many benefits, it also makes social media management very challenging. Many tend to assume that managing an online page is fun and easy. In reality, social media marketing requires great strategy, hard work, and consistency. To make the seemingly enormous task of social media managers less daunting, the following tips can help:

Choose a platform/s to focus on. 

You do not need to create an account on every available social media sites to enjoy its rewards. Simply maintaining an account on the platform/s your target audience is most active can do wonders in your marketing initiatives. By identifying the platform/s where your posts will yield the best results, you will also determine where to focus your best marketing efforts. Furthermore, narrowing down the number of pages you manage to only those that matter will help you create better content and improve customer service.

Create a content calendar.

Without a plan and strategy, social media management can easily get chaotic. It might be difficult to track your progress towards the goals you set. So along with setting clear and measurable objectives, organization is key to help a digital marketing strategy succeed. A content calendar is a great way to organize several accounts and to plan content at a glance. Since social media management is often handled by a team, a content calendar can help keep everybody in the group aware of projects and tasks. As a content calendar keeps everybody in the loop, miscommunication among the group can be avoided 

Invest in tools. 

Among others, social media management includes interacting with followers, updating various pages, and creating unique content. These tasks that require constant monitoring can get overwhelming. Fortunately, social media managers can rely on a number of free and paid tools to help them keep track of multiple social media platforms. Using these tools allows you to perform similar tasks at once and saves time. Examples of social media management tools you can use include Hootsuite, Buffer, and Sprout Social. By choosing tools that support the social media platforms you are managing and are equipped with comprehensive features, your job becomes easier.

Use chatbots. 

A timely response is vital for building credibility and boosting the engagement of your social media pages. Since social media sites run 24/7, digital marketers strive to be available to answer queries as often as possible. Thankfully, through the use of AI technology, chatbots make it possible to give instant responses. Some social media platforms offer a chatbot option so do not forget to take advantage of this useful feature.

Is your firm in need of an expert guide in crafting a foolproof social media marketing strategy? Look no further because this is one of the many services we offer at Birch River Design Group. Our digital marketing agency in Scottsdale, Arizona has a team of dedicated and reliable professionals that can efficiently direct and execute online marketing campaigns for your brand. Contact us today!

Local Seo Concept Business Team Hands At Work With Financial Rep

Search engine optimization (SEO) is crucial for the success of any digital marketing venture. Firms want their website to appear on the top page of a search engine results page (SERP) because more visibility means a greater chance to achieve marketing goals. However, with a report saying that 46% of Google searches are looking for local information, you will further strengthen your online presence with local SEO tactics. The following briefly explains local SEO and its vital role in the growth of your business. 

What is local SEO and why is it important?


Your SEO strategies may have landed you a first page ranking on Google but are your searches leading to new clients and increased revenue? If not, it is probably because your webpage is not properly optimized for your target clients. Local SEO is a variety of methods you can implement to ensure that your online marketing initiatives are reaching the right audience. While basic SEO practices allow you to reach a wider audience, local SEO narrows it down to the group that is actually looking for your services. These methods are generally the same with organic SEO but with emphasis on the location of your business.  The following tips can help grow your business:

Pay attention to your contact page.

 

You want an easy way for customers to reach you, so take the time to make a good contact page. Your contact details in your Ecommerce site or social media pages should be detailed, accurate, and complete. For businesses located in multiple locations, the contact information of all its other branches should be available. Email addresses and phone numbers (on mobile devices) should be clickable. This way, users can readily get in touch if they need to. This local SEO method asks of you to provide the same business name, address, and phone number (referred to as NAP) throughout your sites. This way, you gain a good reputation and display consistency.

 

Claim and polish your business profile online.

 

Google makes local SEO simple and easy for businesses by providing free and useful tools. Potential customers will not have a hard time finding your location with Google Maps. Meanwhile, by claiming your Google My Business profile, even firms with no existing website can gain prime online exposure. To maximize these Google services, take time to polish the information you will provide in your business profile. It is advisable to provide as much detail as possible (e.g., photo, logo, company description) because as a major search engine, your entry in GMB can greatly influence your SEO ranking.

 

Get good ratings from review sites.

 

Aside from Google, getting your business listed on review sites such as Trip Advisor and Yelp is a strong local SEO method. Being present in these sites can provide a valuable link juice to your business page.  Moreover, the said sites also provide testimonials and ratings from clients, so as a rule in any business, it pays to go the extra mile to provide excellent services. You can also monitor the comments and suggestions you will find on the sites so you can give an appropriate response (whether for airing your side, giving thanks, or offering an apology).

 

Get listed in local directories.

 

A start-up running its operations in Washington may not exactly benefit from searches coming from far or different locations. Therefore, to further increase your chance to appear in local searches you also want to publish your contact details in local listings. Choose directories that are considered authority sites in order to complement your SEO effort. You also want to choose a directory that your target client is likely to visit. For example, a list of businesses posted on the official site of a city or town.

 

Include local keywords in your content.

 

Help search engines display your content with the people looking for the services you offer with keyword research. Use keyword tools to determine the terms that your target clients are using in performing searches. You want to include these terms in the online content you publish too. Moreover, to appear in local searches, do not forget to include the business location in your keyword strategy. Through this local SEO tactic, you will garner the attention of people who are actually in need of your services.

 

Do you want to explore the many benefits that online marketing can do for your start-up or small business? Reach out to our team at Birch River Design Group, a digital marketing agency in Scottsdale, Arizona. Our experience, expertise, and dedication can provide your firm with the guidance and knowledge to make you reap the benefits of a strong online presence. Schedule a meeting with us today!

In : Business Tips, Digital Marketing Comments : 0 Author : Susie Date : 26 Jun 2019
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Pay per click (PPC) advertising gives firms a viable opportunity to achieve (and even exceed) goals and meet targets faster. Through the help of sites such as Google Adwords, Facebook Ads, and Instagram Ads, digital marketers have convenient and easy-to-use platforms to create banner or text advertisements and launch campaigns. The option to set ad budgets and pay only for actual clicks further makes PPC campaigns cost-efficient and appealing. With all the promise and convenience online ads can bring, it can be frustrating if you discover none of your campaigns are bringing the leads and conversions you are expecting. Read on to figure out why your PPC strategy is not working and what can you do to get better results:

Neglecting keyword research.

 

Keyword research has a huge role in ensuring the success of your PPC campaigns. You want to bid on keywords that will not burn a hole in your pocket but will drive positive results. It can be a tricky process because it is not as simple as bidding on low-cost or high-cost keywords. In Google Adwords, the goal is to bid on keywords that are most relevant to your ad group and create quality ads to increase your quality score. The quality score influences the cost of your PPC campaigns, so a good rating will allow you to increase your ad’s visibility at a lower cost. The following are some tips to help determine the most relevant keywords for your PPC ads.

 

  • Brainstorm and analyze. Come up with a list of keywords that align with your goals, target clients and products. It is also a must to use online tools to check the search volume of certain keywords and research how competitive they are. Generally, you want keywords with high search volume but low competition. It helps to check which companies are bidding for your target keywords in order to gain insight about the probability of your ad appearing in a search page. Other factors that can determine the success of your choices include using long tail keywords and eliminating negative keywords.
  • Monitor performance. Once your ad is up and running, regularly check the performance of your chosen keywords. Regular monitoring is important because the cost and relevance of your keywords fluctuate with web trends. Online ad platform has features that will let you see the performing underperforming keywords and make necessary adjustments.  

Vague and ineffective PPC ad message.

 

If your PPC campaign ad is sadly not getting any clicks, it is probably because it fails to capture the attention of your target clients. The texts in your ad copy should feature your unique selling proposition (USP). It means you have to come up with a message that clearly identifies the benefits that your product offers. The message should also define what sets you apart from competitors. You have limited characters to work within an ad text, so it is a task that requires skill and creativity. The following are a few tips to help you craft a compelling message:

 

  • Be specific. Avoid writing generic ads or messages that target a broad group of people.  Instead, write a concise message that speaks to your target customers. To do this, write your text ad with a buyer persona in mind. Without ample knowledge about the backgrounds and preferences of your target buyers, you may end up with a message that is too broad, vague and unappealing.  

 

 

  • Do not overpromise. To gain attention, it is a protocol that your text ad should offer a solution or value. Still, do not forget to be clear and honest as you state the benefits that your product can bring. State the best features and benefits without promising too much or making bogus claims. If your ad comes with claims, such as being the best or leading brand, it is essential that you add proof that supports the claim. Making extravagant offers can lead to distrust and damage your PPC campaign, as well as your brand’s reputation in the long run.

 

Poorly structured landing page.

 

A high click-through rate (CTR) is a good sign, but unfortunately, it does not always equate to a high conversion rate.

If your PPC campaigns are getting clicks but you are not seeing improvements in your sales funnel, you may want to inspect your landing page. The page where the visitor will be redirected after clicking an ad should contain all the elements that will encourage the user to proceed to your end goal. If this is not the case, your clicks will likely result in bounces. The following are some suggestions to optimize your landing page:

  • It should match what is in the ad. If your ad is about apartments for rent in New York City, but the landing page shows listings of various real estate properties in that city, visitors will get confused and likely leave. Users arrive on your landing page because of something they saw in the ad, so keep their interest by showing exactly what the ad promises.

 

  • Highlight your CTA. The landing page should clearly show the steps that will lead a user to the conversion page. Make it easy for a user to perform your desired action by placing your call-to-action (CTA) buttons in a strategic location of the page.  Do not hide the sign-up form or checkout cart by making it easily recognizable. Enhancing the visual design and using powerful words in your CTA button will greatly help.

Companies, whether big or small, need to invest a portion of their income in advertising. BecauseInternet is available and accessible 24/7, almost anywhere in the world, running PPC campaigns is one of the best options to promote a product or service. Keep in mind, managing online ads requires expertise, research, and strategies. Without those elements, a PPC ad is bound to fail. Invest wisely and ensure success by seeking the guidance of Birch River Design Group. Our team can efficiently build and monitor your campaigns. Start exploring the benefits of pay-per-click advertising by getting in touch with us. Fill out our request form today!

In : Digital Marketing Comments : 0 Author : Susie Date : 19 Jun 2019
Side View Of Hand Holding Touchpad With Drawn Email Icons On Whi

Email marketing has been around for years, so it is easy to doubt its relevance in a field that constantly emphasizes the need to follow trends. Moreover, newer options to advertise through digital means, such as social media or video marketing, seems to be an easier way to reach out to a wide audience. So comes the question: Is it better for web marketers to stop sending email blasts? Is it better to instead put more effort in other forms of online promotion? Apparently not, since data coming from stats and surveys suggest that email marketing continues to be a powerful way to promote offers and find customers.

Is email marketing still effective?

 

According to a study done by Content Marketing Institute, 91% of B2B (business to business) marketers consider email marketing as an extremely important part of their strategy. Meanwhile, a survey from Hubspot reveals that half of the respondents from the US prefer to receive communications from brands through email. Statista also reports that the number of email users is growing at a rate of 2.35% every year. With these figures, firms that undermine the impact of email marketing are throwing away a great opportunity. Brands that send emails to subscribers may have found a strategy that has stood the test of time. However, this doesn’t mean there is no room for change. To further explore the benefits of sending email campaigns, digital marketers also need to adapt to the changing times. The following are ways to introduce innovations and upgrade your email marketing strategies:

Email personalization.

 

People generally skim through a list of emails to choose messages to open or discard. This means that aside from crafting a wonderful message, web marketers should also add elements that will encourage the recipient to open the email. One thing you can try is email personalization. Making people feel that a certain email is custom-made has been proven to be an effective tactic. This ensures your email blasts will not be wasted. A study done by Aberdeen showed that personalized emails increase click-through rates by an average of 14% and conversion rate by 10%.

Mobile optimization for email campaigns.

 

Hubspot reports that 46% of emails are being opened through mobile devices today. The said figure can even increase as more people access online sites through their smartphones. Therefore, it is important to ensure that an email marketing campaign looks readable on various devices and operating systems. To ensure that mobile optimization is in place in email campaigns you can use a responsive template and minimize the number of images.

Automated emails.

 

The amount of e-commerce sites grows each day and the buying and checkout process can be long. There is a high chance that a user abandons the cart and disappears just before the transaction is complete. The good news is, the latest technology provides a way to make the users come back through the use of automated emails. Use triggered emails to make new subscribers feel welcome or as a way to request customer’s feedback. Sending automated emails is a way to increase customer loyalty, engagement, and conversions. This makes email marketing campaigns a vital factor in your advertising strategy.

Are you on the lookout for a reliable and competent digital marketing agency in Scottsdale, Arizona? Look no further, Birch River Design Group offers firms excellent full-scale digital services. Our team is ready to walk you through the process of utilizing digital and web-based platforms for your marketing goals! Start your journey to online success by giving us a call today!