Landing on the first page of the search engine results page (SERP) gives any business website a great advantage over its competitors. With one survey proving that more than half (51%) of all website traffic comes from organic search, high ranking websites can significantly drive in potential clients and complement branding efforts. However, to enjoy these benefits would require the proper implementation of search engine optimization (SEO) tactics. Since not all firms can claim expert-level SEO knowledge, employing the services of an SEO-focused agency is sometimes the best option.
Yet with so many companies out there offering SEO services, hiring a reputable firm can be a challenge. It is even possible to end up with a bogus SEO agency, doing more harm than good. Increase your chances of working with a credible SEO agency by knowing the common mistakes to avoid when searching for online marketing partners. Here is what you should look out for:
Falling for unrealistic promises from an SEO agency.
It is easy to be lured with the guarantee of a high search engine ranking for your business website. Yet an SEO agency that promises a first-page search result is a sure red-flag. Your doubts should also increase if the promise does not include clear steps and tactics to achieve the top spot. An honest SEO provider lays down an effective SEO strategy yet also informs the client about the instability of how search engines work. This means that a reputable SEO agency does not center its services on ranking alone. Instead, it provides the best SEO recommendations to improve the rankings and usability of a business website based on reviews and assessments done.
Settling for the cheapest package.
Stats from 2019 SEO services report shows that small businesses spend an average of USD 497.16 per month for SEO services. To save money, it is tempting to choose the SEO provider that offers the most affordable packages. However, expertise comes with a price. This is why reputable SEO companies demand a fair rate for the quality of the services they offer. Thus, an agency offering very low rates may also result in poor performance. This would then lead to wasted money in the long run.
Neglecting to do SEO agency research.
To avoid regrets and mistakes, it is advisable to be meticulous before signing-up with an SEO agency. Do not forget to dig into the background and history of the SEO firm. Among other things, you want to know who their past clients are and the feedback they received from them. You should also be ready to ask the right questions that can assess the credibility and competence of an SEO firm.
Expecting quick results.
Patience is a virtue any SEO agency should attain due to the slow rate at which results are likely to be seen. It usually takes months before you can see the effects of all on-page and off-page optimization techniques. Therefore, a trustworthy SEO firm offers long-term yet realistic SEO services. On the other hand, you should be wary of SEO companies that promise results in a short period of time.
Success in digital marketing requires knowledge and competencies on various strategies. This is why it is best to leave all your online marketing needs to the experts by partnering up with Birch River Design Group. Our team based in Scottsdale, Arizona makes it a goal to help businesses enjoy the rewards of professional digital marketing techniques. Learn more about our services by reaching out to us via phone call or email. Feel free to connect with us through LinkedIn, Instagram, Pinterest, or Facebook!
You’ve probably heard the bustle, seen the infographics, read the blogs, and skimmed the guides – you get it – email marketing is an exceedingly effective strategy. Yet, the sheer pressure of what it takes to start what seems like a colossal and time-consuming project stops you dead in your tracks. Knowing that 293.6 billion emails were sent and received each day in 2019 might not help soothe your fear of email marketing either.
But why is email marketing, old and timeworn, still standing as strong as ever, if not even more so than before? Based on 2019 data, the widespread usage of email is to blame, with 3.9 billion global email users reported in 2019 alone.
The competition is undoubtedly fierce. With inboxes around the world overflowing with promotional content from prevalent brands and businesses, how are you supposed to cut through the noise and get your content marketing out of its own echo chamber? Where do you even get started?
Let’s rewind to the most rudimentary ideas surrounding email marketing. We want to pave a clear and actionable path for the microbusinesses and solopreneurs out there trying to reach out to their audience through the use of a cost-effective and resilient strategy. Here is how to create a surefire email marketing strategy from nothing.
Every marketing plan is built around specific objectives that a business aims to accomplish. Although tempting, starting an email marketing campaign as soon as you employ an email marketing service might not be the greatest of ideas. Like with most things in digital marketing, it is best to have a sturdy plan before taking action. Therefore, think about the goals you want to accomplish through your email marketing efforts before hitting send. Do you want to grow your subscriber list? Launch a new product or feature? Improve email click-throughs? Retain customers and turn them into brand advocates? The choice is yours to take. Simply remember your goals as you move forward and remember to make them S.M.A.R.T.
Build an Email List
After establishing your email marketing goals, it is time to materialize your strategy by building an email list. Marketers around the world are shaking their heads in agreement when we say – your email list is your power. If your email list is short, brimming with discrepancies in audience interests or simply not aligned with your targeting, you are most likely going to do more damage than good. Without a quality email list of recipients ready to resonate with the content you distribute, all of your content marketing efforts would go down the drain.
Though time-consuming, capturing email addresses to bulk up or create an email list from scratch is inherently simple. A popular list-building method can be explained in one sentence: Create a valuable incentive that persuades people into subscribing to your email list. However, the real hurdle in this process is choosing an incentive that will persuade your website audience into filling that flashy opt-in form. What exactly could tempt them to do so?
Here are some enticing ideas of what to give back to the reader:
- A cheat sheet
In a culture of instant gratification, what better way to earn email addresses than to offer shortcuts that will fix someone’s problem? Offering already researched and consolidated information is a valuable incentive for those seeking the quickest way to solve a problem.
- A case study
Client case studies can be an inspirational and helpful tool for someone who is looking for an experienced perspective.
Not only will an eBook help you earn those coveted email addresses, but it will also establish you as a thought leader in your landscape.
- Mind map
Mind maps are diagrams used to visually organize information, and when made into incentives, can be used to visualize concepts, ideas, and processes.
Checklists are simplified tutorials for people looking to learn how to do something without doing the research themselves. They are quick to create due to their short-form nature, and therefore, cost-effective.
If you need more ideas, check out our previous blog where we reveal 5 easy ways to grow your email subscribers. Finally, remember to place numerous easy-to-see subscriber opportunities scattered throughout your website in order to facilitate the opt-in process for visitors. Your opt-in form can take the shape of a header bar, a slider, a pop-up or a form at the end of a blog.
Create a Buyer Persona
Understanding who your customers are is an important piece of the puzzle to develop effective email marketing funnels. A buyer persona is a written representation of the individuals inside a customer group. It outlines who they are, how they live, what they like, and what they may want. These fictional profiles are made to identify shared motivations and challenges so that you can create messages that appeal to specific groups.
In order to create segments of buyer personas, you need to collect data and complete research in three areas:
- Demographic characteristics
These are the tangible characteristics of a person such as age, gender, income, marital status, education, and whether or not they have children at home.
- Psychographic characteristics
These are intangible and emotional characteristics of a person such as their beliefs and values.
- Behavioral characteristics
These are the actions a person takes that can be used to distinguish consumer preferences such as the car they drive, hobbies, and magazines they buy.
You can collect this data by conducting interviews, creating online surveys, and by simply brainstorming with your team if they have direct contact with the customer. Once you have corroborated your buyer personas, you can create tailored content for them and offer accordingly.
Determine Your Campaign
There are many types of email marketing campaigns to choose from, and this decision relies heavily on the goals you have established earlier. What are you seeking to accomplish with your campaigns? We have connected the dots for you and outlined the approaches below:
- Welcome emails – Onboarding & Brand Familiarity
This is the perfect chance to introduce yourself and to invite your subscriber to connect with you via social media. Also, remember to showcase your brand and to say thanks for subscribing!
- Newsletter – Keep In Touch
This type of email is typically sent monthly and its purpose is to drive your subscribers back to your website and to give them free, valuable content.
- Announcement – Drive Direct Sales
Released a new product, feature or service? An announcement is your opportunity to keep an engaged audience updated on anything new happening in your business. Although the passing of information is the main goal of these emails, it is also aimed at leading people to your website, where they can purchase your product or service.
As you can see, there is a clear correlation between the campaign you choose to send and your broader email marketing goals. However, if you are simply looking to keep your audience engaged and up to date, we suggest sending a monthly newsletter.
Create Your 1st Campaign & Send
It is now time to create a beautiful and impactful email campaign. If you don’t have an eye for design, it is advisable to choose a template from an email marketing platform rather than designing it yourself. This will ensure a clean and cohesive aesthetic that will place the weight of your campaign in your text. Here are other things to be mindful of when creating your first campaign:
- Personalize Emails
People want to be seen as individuals. In fact, according to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. Personalizing emails can be as easy as using your subscriber’s names rather than a general “hello,” but you can also take a step further by segmenting your subscribers. Segmentation is the practice of sifting the data you collect when people fill your opt-in form. You can divide groups by age, gender, and geographic location to ensure that you are exclusively sending material that relates to the reader.
- Stay On Brand
Are you using your brand’s color scheme or logo? Is your copy taking the same tonality it does on your website? Staying on brand is an important aspect of all email campaigns. Because your emails are probably not the only interaction your subscribers are having with your brand, you need to keep a cohesive brand identity throughout all of your platforms. This, in turn, will build brand loyalty and trust.
- Set A Clear Path
What action do you want your subscribers to make when reading your email? In order to direct your readers towards clicking a CTA (call-to-action) or link, your email’s visual structure and copy must guide them there. Many marketers opt for an inverted triangle design similar to that of a sales funnel with a broad beginning and narrower end. Your readers’ eyes will be naturally led towards your desired action and follow the narrow path downwards.
So, what now? Now it’s time to empower your brand with the exactitude of data. You’ve sent your first email campaign, subscribers have opened and clicked – how exactly do you measure success and what can you do to improve? Here are the most important metrics you need to track:
- Open Rate – This is the number of times your email has been opened.
- Spam Percentage – This is the spam score given by email marketing providers based on the number of links included and spam trigger words.
- Click Rate – This is the number of subscribers that interacted with your email by clicking on links to visit your website or view products.
- Bounce Rate – This is the number of particular email addresses your email marketing provider couldn’t deliver to.
- Complaint Rate – This is the number of people who received your email and marked it as spam.
- Unsubscribe Rate – This is the rate of unsubscribers per email.
These metrics should give you an advanced overview of the success of your email campaigns and help you determine its weaknesses. Make changes and test out different variables to obtain the best outcome out of your email marketing efforts.
Although decades-old, email marketing still proves its place as one of today’s most successful digital marketing strategies out there. Its cost-effective and multi-dimensional nature is sure to drive in extraordinary conversions and boost revenue when your strategy strives to follow these actionable steps.
Want to take your email marketing to the next level? Contact us at Birch River Design Group in Scottsdale, Arizona to start talking about the next steps in your email marketing strategy.
Are you local? We’d love to buy you a coffee and chat about ways to improve your digital presence in 2020!
Your business website needs a mobile-optimized version. This is one piece of advice that digital marketers should prepare to hear over and over again. However, you might not have heard of mobile copywriting. In this day and age when stats are saying that over 3 billion people worldwide are using smartphones, it is already a given that a firm should employ mobile marketing strategies. Thus if you wish to connect with more clients online, one area to focus on is the mobile-friendliness of your website and content.
A number of checklists are available to help web marketers adjust their content to fit the needs of mobile users. Using a responsive design, ensuring page speed, and implementing structured data ( or schema markup) are some of the best practices to follow. However, one important factor that one should not forget is mobile copywriting. Well-written content is important, both for desktop and mobile devices. However, writing the same way for both is not the way to deliver a great UX (user experience). Here are five tips to adjust web content for a mobile audience for effective mobile copywriting:
Go for simple yet clear copy.
Mobile users are generally more distracted than those browsing your website through a desktop. With so many things to steal attention on a smartphone, it is not a good idea to create long and complex content. Avoid confusing your visitors by keeping your words simple and sentences short. Brevity is the key. Your brief description should amply provide clear and complete information. Focus on the goals you want to accomplish. Therefore, even with a limited word count, readers can understand the message you are trying to relay.
Highlight your key messages.
Effective copywriting should provide the answers that the readers are searching for. For example, an ECommerce website should list important details such as the product specifications, item price, shipping process, and contact information. This goal will be easier to do if you know your target clients well. Another thing you cannot forget is a call-to-action (CTA) button or link. For mobile copy, the CTA button or link should be prominent so users cannot possibly miss it.
Strive to catch attention.
People viewing your site on a mobile device are likely on the go but the idea is to keep your users browsing until you convince them to take a specific action. One way to help your mobile site achieve your marketing goals is to craft a compelling headline. A message that promises a solution to a problem or offers an interesting story are examples of attention-grabbing headlines. To further make your content interesting, it is a must to complement your power words with visually appealing images. A short informational video can also prevent a user from leaving the site.
Use bullets and subheaders.
Make your clear copy even easier to read by using bullets to list the main points of your message. Likewise, content in a bullet form provides a quick summary of the content so readers are not left wondering about the write-up. Aside from bullets, adding headers and subheaders are also convenient ways for users to quickly scan and see what they are looking for.
Are you thinking of ways to increase your revenues but not quite sure where to find your customers? With an article from a global business site, Quartz saying that 70% of web traffic is now being accessed through mobile devices, your future clients are likely looking for your services through their mobile phones. Our agency in Scottsdale, Arizona, the Birch River Design Group can help you connect to thousands of your potential customers through mobile marketing tactics. Reach out to our team through any of our social media pages: LinkedIn, Instagram or Facebook. You can also send us an email or give us a call today!
With great strategy and hard work, marketing can be very rewarding. However, you cannot expect the road to achieving success in this field to be smooth and easy. To survive and succeed, marketers should be ready to face stiff competition and great challenges. One of the most difficult challenges for a marketer is lead generation. With customers having more options online, winning more clients is getting even harder for digital marketers. On the other hand, the Internet provides endless opportunities for creative and smart marketers who want to increase their number of leads online. The following are some lead generation ideas that you can incorporate in your digital marketing strategies:
The 2019 stats from Oberlo claims that 87% of marketing professionals are using videos for marketing purposes. However, it is not enough to simply create and upload videos. Knowing the best practices in video marketing and a bit of innovation can go a long way in boosting your lead generation campaigns. One way to ensure that you get the contact details of your viewers is by embedding a sign-up form while the video plays. Adding a strong CTA (call-to-action) message at the end of the video can also work. Another way to use videos is by holding a series of webinars to hold free lessons or training.
Host a contest or giveaway.
Lead generation involves engaging with your target clients, capturing their attention, and gaining their trust. You can easily do all of it by holding fun contests or exciting giveaways. People would usually not bother to leave their contact information if there is nothing in it for them. However, a chance to win a prize or score a giveaway will help convince them to spend time on your campaigns. It is likewise important to implement wise tactics to increase the chance of seeing a surge of leads through contests. An example is by giving something valuable for each participant so everyone feels like a winner.
Set-up a referral program.
The success of your lead generation efforts increases with the number of people who know about your business. Since they say that word of mouth is the best form of advertising, starting a referral program can greatly fuel up your lead generation campaigns. Try offering an incentive for people who will refer you clients to your business. You may just see a dramatic increase in the number of qualified leads.
Gain positive reviews on other sites.
Positive testimonials from your clients can do wonders for your firm and stats can prove it. According to BrightLocal, 82% of consumers read online reviews to learn about local businesses. The same survey also said that a consumer usually reads about 10 reviews before developing trust for a firm. Thus, encouraging your customers to leave reviews will likely be to your benefit. Aside from posting reviews on your site, you can also ask your clients to leave testimonials on third party sites. This tactic increases your site visibility and increases the chance to be discovered by new customers.
Is your start-up or small business struggling to find qualified leads? Your firm can benefit from seeking assistance from a marketing agency that knows just how to leverage the power of the Internet to reach out to potential customers. Get in touch with Birch River Design Group today, our sales team based in Scottsdale, Arizona offers B2B and B2C lead generation services. Schedule a meeting with us so we can start plotting smart tactics to achieve your marketing goals! Give us a call today or send us a message through LinkedIn, Instagram, or Facebook.
The Internet continues to be a major influence in the life of the modern man. Two aspects where you can clearly see this influence is in shopping and communicating. As compared to a few years ago, technology has made it much easier for people to purchase goods and connect with others. Today, talking with people from all over the world is as simple as downloading a messaging app such as WhatsApp, Facebook Messenger, and WeChat. Figures reveal the popularity of the said apps as stats from 99Firms show that there are 2.52 billion users of messaging apps worldwide. The same report also shows that users are 20% more active in messaging apps than on social media platforms. Therefore, it comes as no surprise that conversational commerce became so effective.
Using messaging apps for e-commerce.
Messaging apps are a versatile tool because you can use them almost anywhere and anytime. Therefore, it is no wonder that firms today are exploring the great potential of messaging apps as a tool to increase revenues. Conversational commerce is known as the process of utilizing messaging apps to boost business profits. Firms that are still clueless about it or have no idea how it works face the risk of being left behind. Read on for brief information about it:
What is conversational commerce?
Conversational commerce happens when a company does e-commerce by chatting with customers through online messaging apps. This type of e-commerce uses technology such as voice assistants, chatbots, and artificial intelligence. Through conversational commerce, it is now possible for anyone to complete a sales transaction while interacting with the seller in the messaging app. The idea of using Facebook Messenger or WeChat for E-commerce holds so much promise because of the ultimate convenience it can give to the users. Here are other benefits that businesses can gain from it.
Simplify your E-commerce transactions.
Online shopping is convenient. However, an E-commerce website usually lists a number of steps and requires users to visit several pages before finally placing an order. These steps can become tiring and frustrating for consumers who are always looking for faster and easier ways to do things. However, with conversational commerce customers can seal the online transaction within the messaging apps. Customers can even make inquiries, view product recommendations, request for assistance, and buy the product in real-time. Aside from streamlining the process, conversational commerce can even reduce operating costs on a firm as chatbots are relatively cost-effective.
Brings you closer to customers.
Giving commendable customer service is a must to gain clients and keep them returning. Thankfully, conversational commerce can help bring firms closer to customers. This can be done with the use of automated chatbots. These are available to answer inquiries and assist clients at any time of the day. Since people today are very active in messaging apps, doing conversational commerce also brings a business right where the customers are. Thus, firms are given an innovative way to connect with prospective and existing clients.
Opens opportunities for business growth.
Utilizing this latest trend in E-commerce can do wonders in boosting profits and fostering customer loyalty. Firms can leverage the power of messaging apps by using it as a way to cross-sell or upsell. This ultimately opens up opportunities for more revenues. Businesses can also use the chatbot to quickly collect feedback from clients. The data collected can be used to analyze customer behavior and improve services.
Do you want to explore the potential of an e-commerce store for your business? Start it right by consulting with an agency with expert knowledge and extensive experience in online marketing. Schedule a meeting with our digital marketing firm based in Scottsdale, Arizona the Birch River Design Group. Our team is excited to help your firm succeed in online marketing. Contact us today.
Facebook offers firms of all kinds and sizes various ways to grow their businesses online. With over 2 billion monthly active users worldwide, Facebook is a vital site to promote a brand and win new clients. One way to maximize the potential of this social media giant for your business is by creating Facebook Ads. Figures even reveal the continuous rise of Facebook as an effective advertising platform. According to the latest stats from Facebook, more than 6 million businesses are currently using their platform. This is a significant rise from their 2016 stats when there are just 4 million companies using Facebook to run ads.
However, the sheer popularity of this social media site does not guarantee that the ad you run here will be successful. Just like any online campaign, creating Facebook Ads would need a great strategy. Running poorly-planned ads would likely be a waste of time and money. To make sure that each and every ad you run will be an income-generating venture, it pays to know the best practices in creating Facebook Ads. Some of them are briefly discussed below:
Take advantage of Facebook Ad targeting.
Sending your message to the wrong people is a common mistake. Fortunately, Facebook makes it easy for advertisers to reach their target audience. Through their ad targeting feature, you can choose and set a list of factors such as age range, interests, and location to define your target audience. This way, you can ensure that your ads will only be shown to relevant users. However, be reminded that successful use of the ad targeting feature will depend on how well you know your target clients.
Complement a great visual with a compelling message.
The primary aim of your ad is to capture the interest of your audience. Thus, aside from coming up with a visually appealing ad, it should also include a captivating message. Examples of ad copy that can work well for a Facebook Ad are those that talk about positive customer testimonials and exciting deals for clients. This kind of content can be more effective because the focus is on the benefits that the clients will gain from the product. Including a strong and clear call-to-action can also increase the click-through rate of your ad.
Try using video ads.
Video content is rising and there is no limit to the number of ways you can use it to help a business prosper. Social media users are now seeing video ads in their feed. Your brand can jump in on this trend by publishing video ads as well. To increase the potential success of your video ads, do not forget to keep best practices in video marketing in mind.
Do split testing of ads.
Sometimes you cannot really tell which ad will be successful until you start running it. This is why continuously monitoring the performance of your ad campaigns is integral. of being a Facebook. Aside from checking and analyzing your click-through rates, you can also do split testing of ads. This is a great way to gain useful insights into which type of ads work.
Watch out for updates.
Since its launch in 2004, Facebook has undergone changes and introduced new features so many times. As a platform that is consistently finding ways to improve their services, Facebook Ad managers should always be updated. Your vigilance can help give your ads a competitive advantage over others
Are you thinking of starting an online ad campaign to promote your business? Team up with a digital marketing agency with advanced knowledge and expertise in social media marketing. The Birch River Design Group. Our team based in Scottsdale, Arizona can help you leverage the power of social media for your business. Schedule a meeting with us today!