Friday, October 27, 2017

Here's Why Digital Marketing is the New Advertising in Today's World

Digital marketing is the new advertising

Advertising has always been an essential part of bringing in customers for any business. A major chunk of consumers now does their preliminary research online before making purchases. This makes it all the more important for businesses today to invest in digital marketing. Investing in internet marketing brings businesses closer to where consumers are spending their time.

The reach of traditional advertising mediums is dwindling down, as is evident from many such stalwarts of yesteryears like newspapers and magazines fighting tooth and nail to stay in business. The digital medium has many advantages like a wider reach, speed of delivery and precise reach which the traditional advertising forms have a hard time matching up with. Let’s take a look at the various reasons why businesses should embrace digital marketing for a better ROI.

Targeting: It’s no secret that you have to go where your customer is, and the fact is most consumer are now using the power of the internet to make their buying decisions. Traditional marketing channels like TV or Radio don’t give you the choice of targeting consumers with specific likes, or certain demographics. With channels like Facebook or Google, today’s businesses can decide on the age group, region, geographic location, time and many such minute details which makes digital advertising a very powerful tool.

Imagine being able to decide on where and how exactly your advertising dollars will be spent, rather than broadcasting it. It gives you a much tighter control and a better chance of customer conversion.

Multi-Channel: Today no one is confined to just their PCs. Majority of people use more than one mobile device, and that is a perfect opportunity for businesses to get in front of their consumers wherever they are browsing. Also, with attention spans decreasing, using the same content in all situations or devices isn’t very effective. Digital marketing agencies use creative means to present their content in various forms to draw in consumers both to educate them and help them make decisions.

You can use 6-second promotional videos that are now popular on YouTube and Facebook to spark curiosity in your prospective customers. You can then lead them to your website or a product page.

Quicker To Market: With various inbuilt tools in platforms like Facebook and Google, you can now create advertisement campaigns in a matter of minutes. This is a major advantage when you compare with the traditional approach of creating ads. From conceptualizing to buying media or space to actually rolling things out could mean a matter of months if not more.

Another advantage of the digital medium is being able to edit and repurpose content for various mediums without having to spend hours together or burning a hole in your pocket.

Measurable: Traditional advertising has always had a drawback of being able to accurately measure the ROI. An ad on primetime could mean a lot of advertising dollars for the medium in addition to the money spent on creating it. In contrast, digital marketing is very similar to mail order or direct marketing. You will know exactly what effect your advertising is having on consumers or people who are viewing it.

Most platforms now give businesses access to dashboards, where you can see how your ad campaign is performing. It gives you the power to tweak parameters almost instantly and gain insight into whether your modified ad is performing better or worse.

Advantage Of Retargeting: Consumers often browse through multiple products online while zeroing on what they want to buy. Often times, we forget to buy the product even after adding it to our cart. In a traditional setup, it’s next to impossible to reach out to consumers like these, because it’s difficult to know.

In the digital space, shopping cart abandonment is close to 70% according to a study. And it’s easy to reach out to the consumer and remind them of their forgotten purchase. Many platforms make intelligent use of your browsing history to suggest products when you’re browsing through social media platforms like Facebook. Google’s Adsense also suggests similar products that you might have been browsing for. This makes retargeting an effective part of a digital marketing strategy.

According to IAB, digital advertising revenues are increasing 23% year-on-year and has hit $19.6 billion in the first quarter of 2017. This increased spending clearly shows the potential of digital marketing as a medium that’s here to stay and bring in the best value for your money.

The digital marketing world is ever changing. At Results Driven Marketing, we implement SEO marketing strategies to ensure that your website and content are “Turning Clicks Into Clients” as a result of proper optimization. To learn more about how we can assist with your SEO marketing efforts or to learn about our other services, contact us today at (215)-393-8700.

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Monday, October 23, 2017

Why Waste Time Reading Content That Hurts More Than Helps

Three ways B2B marketers can … BLAH BLAH BLAH BLAH BLAH

Why waste your time reading content that is boring, repetitive, wrong or just plain trash?

What is going on with the acceptance of mediocrity and the drivel that is being passed around by marketing bloggers? How are some of these people even employed or making a living? The garbage that is written and being passed off as valuable content is just ridiculous.  
I can’t believe what the industry is accepting as decent content. Just how bad has the marketing blogosphere become? In MHO the industry is almost at rock bottom.
Our industry is under attack from within. As proof, I offer that I read 3 really poorly constructed blogs today where no one even commented, but many of them were shared. Actually as an avid reader looking to grow and learn I am offended by much of the bunkum that is being offered.
To prove my point, I will dissect the most recent industry article, that I read today. Note, it was shared 216 times. There were no comments, good or bad. The post broke SEO best practices and was poorly constructed. I would have expected readers to comment.  I believe that it most likely wasn’t shared externally from the author's employer.
You can decide if I am full of it, a nut or perhaps, just maybe, I am correct.

HLED Three ways B2B marketers can drive more traffic to their sites.”  A Good headline that caught my attention.

This article was in my Zest feed, so it supposedly was vetted by professionals, right?  I thought so, causing me to read on.  
I read the H2, which was: “Advice for B2B marketers often focuses on how to optimise the company website. Specifically, marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action”.  
Does anyone besides me see this multiple points H2 goes against SEO best practices?  I was taught the H2 is not for multiple sentences or thoughts.
The wording of the H2 reads like a train wreck. “Advice for B2B marketers often focuses on how to optimise the company website.”  WOW, so inciteful to us marketers!  
Is the intended audience of this article people that have no concept of best practices?  Are they “marketeers” or are they presumed to be frauds that don’t know squat! Now that is an interesting a target audience!
This article offends my senses so badly that I am guessing that this article or post was being written because it was on the content calendar and there was nobody else available to handle the assignment.  
I did wonder if the writer that received the assignment was in Colorado, or some other marijuana approved locale when it was written. Or maybe the sentence is constructed so poorly that the company website mentioned is actually the marketer’s client’s website?   
I wasn’t sure (even now) what the writer was trying to say, but rather than bounce, I decided to read on to see how bad the article could get. I rooted for a recovery and wanted to see if the writer could come back. I was rooting for the underdog!
Sentence two of the H2 says “Marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action.” Ok, this is earth-shattering. Who would ever figure this out? Where has the highly inciteful information been hidden?  
It did cross my mind that the H2 was actually the 3 promised tips that the title offered. I think the writer might want to take notice to his own written words which were “deliver high-quality content”. He should also stay on topic or get a copy editor.
At this point, you may be wondering if the writer that authored the piece is an idiot or if maybe I am an arrogant jerk with a bone to pick with him. Here is the full disclosure; I have never heard of him before reading this piece, I have no ax to grind. I could be a jerk though.  
I do have an agenda, which is to have those content providers actually think about what they are writing and to actually have it reviewed and copy edited before publishing. Follow industry best practices. Stop writing to hit word counts. Stop writing for 8-year old’s and write for grownups! Read your written words, out loud, to hear how it sounds.
Finally, after making it to the body here is how sentence one reads: “All of these suggestions, though, are of little use if the B2B marketer suffers from low traffic volume to their site.”
What? Are you kidding me? The title was nothing more than clickbait?   
I assumed that the author would share something of value. I thought he was going to tell me how to increase traffic? Instead, he basically told that his article was only good if you already had sufficient traffic, but you wanted more traffic. In fact, the author implied (via the title) that he was going to “supply me with three ways to drive more traffic” to my site.  
Nowhere was there an asterisk telling me that I should only read the blog if I have a lot of traffic but need more. At this point, I barely could finish the post. I just skimmed over it and if I didn’t do that my post that you are reading now would have been a couple of thousand words longer.  
I wrote in my opening that mediocrity and drivel are being passed off as high-quality content by marketing bloggers. This statement was made with a broad brush, one that sounded like it was being applied to all bloggers. I didn’t mean to knock or take shots at all marketers or bloggers. There are extremely talented folks who are real wordsmiths that pass on solid content and provide a real service to the industry.
Writers and marketers like Maddy Osman of The Blogsmith or Neil Patel, an entrepreneur, marketing genius, content writer, or Jeff Bullas who has an excellent blog and whom all deliver excellent content!
The time I spend reading their work is an investment on my part, that investment pays dividends helping me to stay sharp. I learn from them and many other excellent bloggers.  
Unfortunately, the marketing blogs that I am finding on LinkedIn and now Zest and other places are starting to add up to a pile of crap which is being passed off as good content!
If you would like to read the article in its own home environment here is the URL.
I would be more than happy to hear from you folks with your thoughts.  Please, don't hesitate to drop me a note, good or bad, or maybe just comment in the comment section where it is appropriate!  Remember, be honest and thoughtful.  People that are reading blogs and articles, etc., are looking for information, not word counts, click bait titles. Check out our company’s blogs. If I am being a hypocrite drop me a note and let me know.

P.S. I wrote this a month ago, but I am sending it out today because I STILL think it is relevant!!


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Friday, October 20, 2017

Five SEO Mistakes that Blogs Sometimes Make with Content Marketing

Five SEO Mistakes that Blogs Sometimes Make in Their Content Marketing

Search engine presence is the crowning glory of any online business. Have you been contributing a lot of money towards your SEO campaigns without any results? Between the flux that the search engines’ algorithm is in, and an inundation of misinformation in the digital marketing circle, it is easy to forget the best practices that will make your SEO and content marketing a success. It is time to relearn the basics to explore the common mistakes you might be making with your blog. Here are some of them:

Chaotic keyword stuffing
Keywords are the essence for SEO. If you have great topics on your blog without keywords, you will never know what the users demand. You will also not know your audience and their interests. Keywords are extremely important for your blog architecture. However, it is not uncommon for some people to go overboard with them. This sometimes results in a blog post that looks extremely bogus and distracted. Keywords are a bridge between the intent of the blogger and the transactional data. It should not curb the readability of your content.

Erratic internal linking
Internal linking is an important aspect of SEO. Internal links establish a path for users to maneuver through your blog. They also define your blog architecture and your most important pages to search engines. Strategic internal links can intensify the magic that can be created through backlinks. A drop-down menu on the homepage of the blog in addition to at least four internal links per post helps access deep and elusive webpages. Make sure you have a sitemap which will make sure that all the pages are well crawled and indexed. On the subject of links, sometimes it so happens that we link to another site on a blog post and forget about it. These links need periodic review because nothing infuriates the user like a broken link does. This will impair your traffic, and search engine rankings.

Bad page copy
Always write for the readers, and not search engines. The content on your blog must be easy to understand with less jargon. Consistently producing content establishes your niche as an author and also authorizes your brand. Write a good headline which will pique the interest of the reader. Make sure the blog post has a flow. You can insert GIFs or short videos after every 400 words to keep the reader off reading exhaustion. This will automatically increase the average dwell time. Finally, edit the content brutally. Remember to read the content 2-3 times before posting. If you do not like the content, chances are that the reader does not either. You can engage tools like Grammarly to help you.
Poor image and video optimization
Image and video optimization are not given their due importance by bloggers. Unoptimized image and videos are the reason for longer load times, and this impacts search engine results greatly. The images on the blog should be in .jpg format, and vector images should be in .png format. Always add alt text to an image to make it appear in a targeted image search. Likewise, optimize the meta description of all video posts with their keywords for indexation. Categorize all your video files in a single folder to create a video sitemap. This also helps in search engine indexation.

Weak promotion of content
A great blog post without any kind of promotion is a dud. A good post is expected to attract readers on its own, but it fails to work in reality. Promotion of the post is as important as writing it. There are many ways to promote a blog post. You can share it with all your friends and followers on Instagram, Twitter, and Facebook. Or you can hire an influencer to do so. You can also collaborate with another blogger and have them plug your post on their blog. Alternately, you can run a marketing ad campaign on these social networking sites to place content for the targeted audience. Learn and analyze which social media channel each segment of audience uses, and the times when they are most active. User and social authorization will factor into search engine rankings.

The digital marketing world is ever changing. At Results Driven Marketing, we implement SEO marketing strategies to ensure that your website and content are “Turning Clicks Into Clients” as a result of proper optimization. To learn more about how we can assist with your SEO marketing efforts or to learn about our other services, contact us today at (215)-393-8700.

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Friday, October 13, 2017

How Content Marketing will Help Your Strategic Marketing Process

Content Marketing is the strategic marketing process of establishing and distributing consistent content that is useful, enlightening and is entertaining for the potential customers. Content Marketing is important because not only does it help create authority for your brand, but it also sets you up with a community of devoted customers.

Customers rely on search engines for solutions, and the best moment to win new customers is to be present when they search for things in your niche. This is precisely why it is pertinent to keep up with SEO trends. Here is a curation of the latest SEO trends that will influence content marketing in times to come:

1. Search engines are not text-only anymore: Have you heard of Alexa, which was developed by Amazon? Or Google Home? These are personal assistants that are taking the world by storm. They help answer any of your queries over speakers, just like if you were having a conversation with your buddy. You don’t have to type; your voice is the input.

This easy access to searching has made it more omnipresent than ever. To remain relevant, you must create content that shows up in search results on these different formats and platforms. It is hence important to get into your customers’ minds and deliver what they want. This will help you open the door to rational and creative means of optimization of search.


2. Turning to user-generated content: User generated content is the content that your customers create to talk about your business. It cements the “trust” factor which is one of the driving forces of content marketing. You should encourage your customers to write reviews, share photos and videos to talk about the benefits they are getting out of your product.

When you offer incentives for the customers to write reviews, it will encourage both offline and online word-of-mouth. However, user-generated content is a double-edged sword and will backfire if not employed correctly. Specially if there’s a disgruntled customer there are higher chances of him living a negative feedback than a happy customer leaving a positive feedback.

3. Think of the deep-rooted benefits of search strategies: When you prioritize organic search, it is common to focus on short-term wins. However, the problem about search is that the biggest profits are not visible forthwith.

Search Engine Optimization is a mixture of a brand-building exercise as well as authority-building. Therefore, it does not help if you think short-term. Short-term strategies are fine to get started, however, you have to focus on long-term strategies to build a solid base for your brand.

4. Personalize for reliability: A study by IBM Digital Experience concluded that 56% of marketers believe that customized content boosts commitment rates. Another study notes that 80% of marketers believe personalized content is more efficient because it is direct and to the point. There are many studies conducted that conclude the same effect of content marketing. These studies are a huge driving force towards personalizing content.

Personalization helps the customer remember a brand better and hence creates a stronger bond with the brand. Remember, you cannot please them all. However, what you can do is create content that the majority of the audience would like to see.

5. Being available even when you are not: Chatbots are a helpful solution for when the blog posts and videos aren’t cutting it anymore. They have real-time automated conversations with your customers. They change your image from a brand-focused business to a customer-focused one.

Chatbots use either Rule-based or Natural Language Programming to interact with your customer. When the bot provides your customer with the solution he is looking for, he leaves a happy camper. If the bot fails to satisfy your customer, you can always use the information from that chat to create content around it. It’s a win-win for both of you.

6. The stage for content marketing is set for future: In the past, we used search engines to guide traffic to our sites. These days though, Google is displaying web page content on search engine result pages (SERP) rather than redirecting to the actual page. The search engines now want lesser and lesser redirects from the SERPs. Therefore, it is of utmost importance that you create content that is truly valuable, educational and interesting. When customers do actually land on your site, they are delivered purposeful information with quality content. This is the criteria based on which the search engines pick up content worth that is worth displaying.

At Results Driven Marketing, LLC, we've been guiding our customers and building content marketing strategies to help rank their websites. Essentially turning clicks into clients. If you're looking to increase traffic to your website and also up your conversions, give us a call at 215-393-8700 to find out how we can help.

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