Tag : digital marketing

Marketing Automation ROI

15 Tips to MAXIMIZE Your Marketing Automation ROI

In order to realize your performance potential, and maximize your content marketing return on investment (ROI), you’re going to need the right marketing technology.

Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and enhance the overall customer experience.

Generally speaking, marketing automation takes traditionally manual tasks and, well, automates them. Activities such as contact management, list segmentation, lead scoring and nurturing, A/B testing of website pages and offers, email marketing, and performance measurement and reporting can all be done more efficiently through automation.

IDC predicts the overall market for automating marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015. Venture funding, mergers, and acquisitions in the space have fueled innovation and advances in technology, opening up significant opportunities for content marketers.

Some of the leading marketing automation players include Act-On, Eloqua, HubSpot, Infusionsoft, Marketo, and Pardot. There are others, but these solutions are a good starting point when evaluating potential partners that can help improve your content marketing ROI.

Automation at work: Creating a tech-savvy, performance-driven content campaign

Let’s say your organization’s primary goal is to infuse your sales pipeline with new leads, and you have a secondary goal of segmenting and prioritizing an existing lead database to identify opportunities.

Like any campaign, you’ll want to start with a well-defined content strategy, where you determine your target audiences, establish goal values, and create compelling content assets and offers. But for the purposes of this post, let’s focus on the more technical benefits of marketing automation.

Keep in mind, not all features/capabilities outlined below are available with every marketing automation solution. This is meant to give you perspective on what’s possible, and the areas where marketing automation can help support and streamline your essential content processes.

Building the foundational pieces for content marketing

1. Establish a scoring system: Use automation tools to define what a quality lead looks like, and how they behave. Apply an automated system to score leads as they enter and move through your funnel.

For B2B marketers, important scoring criteria may include the obvious factors of job title, industry, revenue, employee size, and budget. Now that you’re using advanced marketing technology, you can expand lead scoring to include actions taken, such as pages viewed, time spent visiting the site, webinars attended, content downloaded, social media interactions, email opens/clicks, and more.

Create a landing page: Every gated content asset needs a landing page on which to live. This is where you host the content and capture contact information through lead forms.

3. Use smart lead forms to gradually build contact profiles: Rather than having contact forms with 10+ fields, use what HubSpot calls progressive profiling to improve conversion rates and gather additional information about your contacts over time. Each form submission is a chance to learn more about your prospects.

4. Consider A/B testing the landing page: Not sure which image or headline to use on your landing page? Run an A/B test to show half the visitors one version, and half another. You can automate this process, and then monitor results to see which version has a higher conversion rate.

Promoting your content

5. Develop and send tailored emails promoting your content: Email marketing to your existing contact databases is an ideal way to drive action. While your primary goal may be to generate new leads, you can use the same contact assets to capture additional information about your established leads and customers that will help you customize your content.

6. Schedule social media shares across your networks: Some marketing automation systems have social sharing built in, while others may require a third-party solution. Either way, marketing automation can help you schedule a variety of social updates to promote your content.

Gaining intelligence and driving actions

7. Capture contact information: As downloads and registrations occur on the landing pages, automation tools can directly associate responses with contact records that exist in your CRM system.

8. Segment and prioritize contacts in lists: These tools will help you define rules to automatically build lists based on pre-defined criteria. You may have a “hot leads” list that includes contacts who meet a lead-scoring threshold, a “new leads” list for anyone who’s completed a form for the first time, and a “power user” list for anyone who’s filled out a form and visited more than 10 pages on the site.

9. Activate email workflows: Once you’ve moved contacts into lists, you can initiate automated email marketing. As with social media features, some marketing automation platforms include email-marketing capabilities, while others will require third-party integration.

Automated email workflows are a highly efficient and measurable way to deliver value to contacts, and nurture them through the marketing funnel. Be sure to include additional resources in your emails that relate to the content your contacts have downloaded. For example, if they download an eBook, configure your marketing automation system to follow up by sending them links to blog posts, webinars, and case studies on the same topic.

Create additional triggers to monitor engagement: Using automated email workflows, you can continue to monitor contact interactions– which can indicate whether or not they are progressing through the customer journey. These indications may include clicking on links, returning to your website, or downloading other content assets you have available.

11. Consider using contextual content on your website: Think about the Amazon.com experience, in which the site recommends content and products based on your past interactions. Some marketing automation solutions are bringing this technology to corporate websites.

By connecting your contact database to your site, these advanced systems can recognize individual visitors and dynamically alter the content and calls to action based on their history on the site. The goal is to personalize the consumer experience, and drive increased engagement and conversion rates.

12. Support your sales team: Marketing automation tools help you set up automated workflows for your internal teams, so you can provide them with resources and recommendations to integrate content into their sales process. You can also set up automated alerts based on the behavior of leads.

For example, when a contact meets the sales-qualified-lead status defined in your lead-scoring system, you can set the system up to trigger an email to be sent to a specific sales rep. Or, you may set up alerts to notify your sales reps when specific contacts return to the website.

Think about the full marketing funnel, and what value your content can bring to existing customers. With the proper configurations of your system, you can apply the same methodologies of profiling, segmenting, and nurturing to your existing customers that you apply to your prospective customers.

14. Monitor campaign performance: Use your automation tool to set up automated reports to stay informed on how your content campaigns are performing.

15. Connect actions to outcomes: Use marketing automation technology to demonstrate the value of content. Connect content campaigns to marketing metrics that matter, and show how the campaigns directly contribute to achieving business goals.

Marketing automation gives organizations the ability to maximize the content marketing ROI of your campaigns. In order to reach your full performance potential, take actions to:

Build a strong foundation with lead scoring, landing pages, lead forms, and A/B testing.
Promote content through emails and social sharing.
Turn intelligence into action, and action into results, with lists, workflows, monitoring, contextual content, sales team integration, customer programs, and performance reports.

How is your organization using marketing automation to drive business results? Please reach out and share with us on our Facebook Page and/or share with us here!

Best Seller Book Momentum

How to Capitalize on Your Momentum as a Best-Selling Author

You’ve finished your book and now you’re an Amazon best-selling author. What’s next? What should you do once you have your best-selling book to capitalize on your momentum and rocket yourself to celebrity status?

(Related Resource: How Authors Use Social Media in 2016)

Your goal should be to use your book as a business and marketing tool.

Use your book to build your platform, grow your list, and monetize customers. It’s also a perfect way to become competition-proof and recession-proof. Your book is the perfect tool to build relationships.

Here are 10 ways to use your Best-Seller to grow your status and business.

1) Use Your Book to Get Speaking Gigs

It turns out it’s easy to take your book and deliver it to your prospect, gift wrapped and with a card. It’s a great way to establish yourself as an expert and authority in your field, and get those speaking gigs.

Sometimes people search for a topic and they find you online because your Amazon ranking is high. So they book you to speak for their organization.

2) Attend Events With People You Want to Meet

The next way to grow your business is to attend events where people you want to connect with are present.

Let’s say, you know that there’s going to be a celebrity at a certain event. This is someone you’ve wanted to connect with for a long time and they’re actually going to be at this event. Bring along a few copies of your book and a sharpie.

When you’ve identified someone that you want to connect with, pull out your book, open it up, find an area that might be relevant to that person, sign the book with your contact information, and a little note to them.

Walk up to them after they finish speaking, or when you can track them down without being weird, and give them your book.

3) Use Your Book Get Interviews

The next way you can use your book is to reach out and get interviews on podcasts or other mediums. There are people dying to interview best-selling authors for their shows. It’s a win-win for both of you.

You can give your book away in exchange for a lead when you’re being interviewed. You can use the two strategies above to actually get the interview in the first place.

(Related Resource: How Authors Use Social Media in 2016)

4) Prepare a Press Release

As soon as you write your book, no matter what it is, you can prepare a press release. Put that on a site like prweb.com or other similar press release companies.

Here’s what happens…

As soon as that press release is published, other news outlets like Forbes and Entrepreneur, may pick up the article and post it on their site.

That gives you some additional “link juice” as we like to call it. Those quality links are useful to establish yourself as a credible expert and industry authority, and give you some celebrity status as well.

You can also boost your credibility on your website by posting “as seen on” links back to those articles.

(Related Resource: How Authors Use Social Media in 2016)

5) Create an Audio Version of Your Book

With nothing more than a USB microphone from Amazon, you can record an audio version of your book.

When you upload your audio book you can get free distribution on Audible, Amazon, and iTunes.

Generally, you get about 65% of the price of your audio book as revenue. Another option I’ve done and highly suggest is putting your audio book up for free as a podcast. Allow iTunes, and the other podcast networks to distribute your content for free.

Don’t be afraid of giving away your content.

For example, people who buy books, or audio books, are going to be different than the people who listen to podcasts.

Your goal is to get recognized, be seen, and build your celebrity status.

6) Get Media Gigs

Another way you can use your book is to get media gigs. You can learn how to be effective on camera and then get TV interviews.

Your book is a vehicle. When you’re established as a best-selling author, people are going to want to listen to you. You’re treated as an authority and an expert.

(Related Resource: How Authors Use Social Media in 2016)

7) Schedule Webcasts to Discuss Your Book

I like to start scheduling webcasts on Blab or Google Hangouts, and then promote those opportunities on social media to talk about the content of my book.

You can give away your content and teach it, and then offer your book as a bonus.

(Related Resource: How Authors Use Social Media in 2016)

8) Create an Information Product Out of Your Book

If you’re wondering, how do I sell?

How do I make money?

Consider creating an information product that’s based on your book. You can sell it to your existing audience that you have and to the list that your building.

9.) Pre-Luanch Your Book

There is a market for everything & that market is CONSTANTLY searching for information or solutions to their issues. Why not tap into that market with anticipation? By creating a simple landing page (one-page website) you can give this audience some results in advance with your book AND have a pre-order section right there on the same page.

By optimizing this page with some video content and samples of your book, you’ll be able to establish yourself as a credible authority (& secure pre-orders) before your book even hits the (Digital) shelves!

(Related Resource: How Authors Use Social Media in 2016)

10) Always Give Your Audience a “Call to Action”

The other thing that you want to make sure that you have in your book is something called a call to action. A call to action asks people to take a certain action from within your content.

You do that whenever you make any kind of an appearance in an interview or podcast. I’m going to give you a call to action right now as an example…

“If you want to learn how to publish a book, or how publishing a book and becoming an author will help grow your business, we’d love to assist!

Just contact us or click the M+ Book Publishing tab under services.

Financial Services & Digital Marketing: 4 Trends to Start Now

Customer retention in financial services consumers are demanding more targeted, relevant, and personalized communications from their favorite brands. This isn’t exactly a new development, as it’s been the case for the past several years. What’s notable about this ongoing trend is that increasingly, consumers are coming to expect this same level of personalization from companies in every vertical– and that includes the financial services sector.

The shift towards highly personalized communications coupled with increased competition, including competition from 2.0-era services (think peer-to-peer lending shaking up the traditional lending market), and the continued evolution of technology are the key drivers of marketing trends in financial services. Let’s take a look at a few of the major trends shaping the financial services marketing outlook for 2016.

1. CUSTOMER RETENTION AND LOYALTY TOP MARKETING PRIORITIES FOR FINANCIAL SERVICES
Every interaction with a prospect or customer has the potential to be either an opportunity to earn customer loyalty or an opportunity for your competition to sneak in the back door and capture your customer’s interest. According to the Accenture Global Consumer Pulse Research study published in July 2015, customers are buying more products and services from financial companies– but not necessarily from their current providers. Consumers cite competitive pricing (39 percent), high quality customer service (34 percent), and good value for their money (32 percent) as the key drivers behind switching to another financial institution.

” For banks considering the question of how to keep their customers from switching to other providers, we found that first-contact resolution is the key. Of the consumers who switched to another provider due to poor service, more than 80 percent said they could have been retained if their issue had been resolved on their first contact with the bank,” according to Accenture.

What this means, in a nutshell, is that financial services organizations have to step up their game in order to earn and retain customer loyalty. The recipe for gaining customer loyalty is excellent service (e.g., prompt resolution of any issues) coupled with substantial value. That doesn’t mean your products have to be cheaper than the rest; it means that your customers have to feel like they’re getting more out of their relationship with you than they ‘d get by working with one of your competitors.

CRM Image

2. CONTENT MARKETING IS THE FINANCIAL SERVICES VALUE FUEL
With content being the primary driver of basically everything in the universe (well, at least most marketing initiatives), content marketing is one of the easiest ways for financial services companies to deliver more value to consumers. Yet, according to Financial Content Marketing: The State of Play, 2015 Benchmarks, Budgets, Trends, a report from Dianomi, less than two percent of financial services companies deemed their content marketing efforts highly effective, but 90 percent saw content marketing as an important area of growth for the following 12 months.

Content marketing in the financial services sector isn’t about sales. In fact, just 13 percent of survey respondents reported sales as a focus of their content marketing efforts. “Rather, financial services companies are taking a more wide-ranging approach: the most common objectives are brand awareness and thought leadership, both cited by 71% of those polled. Customer retention/loyalty was a close third, cited by 69%.”.

(Related Resource: Digitally Speaking – “Plain English” Online Marketing Resource & Training Library)

3. DIGITAL MARKETING MEETS CONSUMERS WHERE THEY CONDUCT BUSINESS.

Digital marketing trends in financial services a few years ago, some schools of thought were of the mindset that marketing channels like social media were pretty much a waste of time for financial services companies. After all, banking is boring, right? But here’s the thing: Consumers are conducting financial business digitally, so it makes sense to reach and engage those audiences on the same channels that they’re embracing to conduct transactions.

A quick look at StatisticBrain reveals just how prevalent digital is in the financial services world: 69 million Americans bank online, with 81 percent of those who manage household finances banking online at least once in the past 12 months. More than half (56%) paid at least one bill online in the past month, and 90 percent have used a mobile device to check their account balance or a recent transaction in the last month.

With the increased emphasis on quality content, providing value through digital marketing initiatives is a natural progression that meets consumers where they’re already conducting day-to-day business. CMO reports that, “Financial marketers are pivoting to digital because they are seeing diminishing returns and poor audience engagement in traditional advertising channels. Seventy-seven percent believe high-impact ads can breakthrough as much as TV/print ads. Sixty-seven percent say digital is more efficient, believing that it costs less to reach targeted consumers online than off.” For financial services companies embracing the power of digital, opportunities abound.

digital-marketing phone image

(Related Resource: Digitally Speaking – “Plain English” Online Marketing Resource & Training Library)

4. PERSONALIZATION IS THE KEY TO GAINING CONSUMER TRUST.

The other trends impacting the financial services industry (increasing competition from market disruptors, decreasing consumer loyalty, etc.) point to the importance of personalization in financial services marketing as we move into 2016. It’s critical for financial services organizations to embrace Big Data to gain an in-depth understanding of their consumers’ behavior, attitudes, and needs in order to respond in real-time with relevant, targeted messaging.

” This kind of customer-first strategy is no longer optional. Gartner reported that 89 percent of companies plan to compete primarily on the basis of customer experience by 2016,” explains PixelMedia. “The other side of the coin is that a firm without a customer-first marketing strategy will lose out to more responsive competitors with lower overhead. This new breed of financial service providers, many with no physical locations, are engaging customers with targeted messages and more creative financial offerings.”.

Financial services companies are being forced to meet their digital consumers in the digital world. In 2016, keeping pace with the speed of digital means better customer acquisition and retention, factors that no financial services organization can afford to lose in today’s highly competitive environment.

 

To Your Success!

Alex, MPeMG

 

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Is Your Online Marketing Broken?

Quickly & effectively analyze your Social Media, Website, & SEO structures in order to maximize leads & sales!

Is a “Broken Website” really going to cost you money??

Yep….

A website SEO audit is a full analysis of everything related to your website’s level of search visibility. A complete and detailed audit will give you a deeper understanding as to why your site is not generating the traffic you think it should or why your sales and conversions are not improving.

Download Your FREE 30-Minute Online Marketing Audit Here!

Can’t I Just Use One Of Those Automated Reports?

There are many “automated” audit tools where you can do it yourself. You may visit other SEO or web developer websites and see a cool tool that says “What Is Your SEO Score” or “Get Your Free Website Analysis” – and then you put in your website URL and voila’ in a few minutes you have this really pretty report with some great information! While this can be a useful overview of your website these reports are meant to be “lead generation” tools and not meant to be a real audit. Often when you use these tools you will have to enter your email – or the report will come back showing issues and they encourage you to contact them for help.

These tools are in no way a true representation of the health of your website and do not offer you a real value in terms of what needs to be fixed to improve traffic and conversions.

Why Do I Need An Audit?

Over the last year we have seen incredible changes from the search engines in how they compute the search results when someone does a search. It used to be that you could just add keywords to your title tags and content and header tags – get a few back links and there you go you are ranking!

Download Your FREE 30-Minute Online Marketing Audit Here!

It is NOT AT ALL like that anymore and most business owners have not been able to keep up! There are hundreds of factors used by the search engines to determine how your site will be returned in the results. Some of the more recent additions to these factors include:

–Site speed

–Responsiveness

–Content

–Authority

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Does Social Media Marketing mean TROUBLE?

Ultimately, the results of a social media marketing audit should reconcile the difference between the current situation and where the brand social media efforts need to be. Just like the other online marketing audits companies will perform, a social media audit is not a “one and done” situation. They should be repeated periodically as part of being accountable for the social media investment.

Why do an audit? If you don’t know where you’re starting from, a lot of time and resources can be wasted improving things that don’t need it and neglecting things that really need your attention.

Who should do an audit? Companies that are new to social media marketing, companies that have been unorganized and uncoordinated in their social media marketing, companies that have used an outside agency and are pulling social media inside (or vice versa), or companies that have matured in their social media marketing and need to jump ahead a few steps.

Maintaining a social media presence can be a full-time job, which makes it kind of difficult if your full-time job requires your time and attention be spent elsewhere. Social media profiles can fall into disrepair quickly when left alone. An audit can help get things back on track.

On the flip side, there are those of you who actively maintain social media profiles and take great pain to keep everything updated and cohesive. Audits are helpful in these instances, too. They can serve as much-needed opportunities for reflection and growth.

Basically, audits are helpful for everyone, no matter where you’re at with your social media marketing.

(NOTE: Click the image to receive your FREE download!)

[IMPORTANT] SEO!

As Google gets more stringent with its penalties for everything from obvious link spam to having too high of a ratio of ads to content, getting a semi-annual or yearly site audit has become a business necessity. If you aren’t, you should be lest you get a surprise message from Google letting you know why your site visits have turned into an upside down hockey stick.

But just what is a site audit? What kind of audit do you need and what should you expect in the final report of the person auditing you? What follows is everything you need to know about website audits.

What is a Site Audit?

Site audits are, in the simplest terms, when you pay someone to forensically examine your site with tools and their eyes utilizing their knowledge and expertise to tell you what is good and what is not so good about your site (or as we say – where you have challenges and opportunities).

Download Your FREE 30-Minute Online Marketing Audit Here!

Types of Site Audits

There are many types of audits and they cannot all be covered here, but the most common types of site audits related to SEO needs are:

  • Site Health Audits: Assessing general site health or when there is a site health issue such as a downturn in traffic or positioning of unknown causation.
  • Red Flag Audits: Assessing a site for potential penalty issues. This should be part of a site health audit, but can be an audit unto itself.
  • Competitive Site Audits: Analyzing your site gaps, in its vertical and among your competitors to see what opportunities there are for site growth. Some will use this as a time to copy what their competitors do, but this can be a risky strategy.
  • Conversion Optimization Audits: Analyze conversion issues, which can be onsite or technical.
  • Negative SEO or Attacked Site Audits: Analyze downturns in site metrics when we know a site (or thought very likely) has been attacked by negative SEO methods.
  • Penalty and Recovery Audits: Analyze downturns in site metrics when a site is known (or thought very likely) to have been algorithmically or manually penalized.
  • Security Audits: Security audits for site vulnerability especially important in high-risk verticals and high value sites, but everyone should have one.

(Note: All of these can be part of the same audit, however these are how they are most commonly broken down when we receive client requests.)

Which audits are most needed? Site audits are all determined by a site’s needs. However all site audits should start with the Site Health Audit.

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5 Ways Financial Companies Boost Marketing Success

The “Financial Game” is littered with all kinds of firms claiming to do something different than the other. So as you can imagine, it’s pretty easy to get lost in the mix. Being that MatchPLUS eMarketing Group(MPeMG) deals with many financial firms as clients, we came across this article while doing some customer work & thought we’d share a few tips on how to separate yourself from the pack.

5 Ways Financial Companies Boost Marketing Success

James Daniels | April 1, 2016 | Video Email Marketing | No Comments

Financial companies benefit from having the right online marketing strategies in place. If you own a financial company, continue reading for five ways to boost your marketing techniques to increase profits.

1. Refine Your Email Marketing Strategy

Email marketing is a great way to connect with customers with whom you’ve already worked, as well as promote yourself to potentially new customers who are interested in what you have to offer them.

To make the most of your email marketing campaign, you should only email those people who have given you permission to do so. They may have signed up for your email list via social media or your website, for example. A good rule of thumb is: “Never send unsolicited emails.” 

21 Proven Conversion Tricks with eMail Marketing

Your emails should also be personalized with the recipient’s name, should be sent from an individual email address, should be formatted simply, and signed by the individual sender. Finally, include a strong call to action and references to current events, as well as helpful and relevant information that your recipients will appreciate. You also want to include a video in your email, as that has proven to increase engagement with viewers.

2. Advertise on Social Media Through Video

Many companies today are taking advantage of the opportunity to advertise products and services affordably on social media websites , from Facebook, LinkedIn, Twitter, and Instagram.

As a financial business, you can use social media video ads to target the audience that will be most interested in seeing your ads. This means that you make every dollar you spend on your video ad campaign work to your advantage. Video is one of the best ways to advertise to social media users, and is likely to result in many more likes and shares than a standard text based ad.

5 Steps To Build & Star In Your Own Video Marketing

3. Connect with People on Social Media

Another way that you can use social media to promote your financial company is by connecting with users who have addressed you directly or have mentioned you in a hashtag, whether they have positive or negative things to say about your company.

If you are a company that often has reviews from customers, reaching out to people who have complaints will give you the chance to make things right and salvage the relationship. Plus, this looks really good because it proves you care about your customers’ feelings.

Social Media Marketing 101 - Membership Site Graphic

4. Start a Blog and Use SEO

In addition to creating a website that’s attractive, functional, uncluttered, and easy to navigate, you should also set up a blog that you can fill with useful and relevant information that your customers would be interested in reading. This content should be helpful for learning about the industry, new ideas to help their business, and how your products and services can help them achieve their goals.

Establishing yourself as an expert in your field, and providing valuable information for free in this manner, entices more customers to want to work with you and trust you. Just be sure that you incorporate the latest SEO strategies throughout your website copy and blog so your site will rank high in search engine results.

5. Advertise Locally

Local websites, including directories of local businesses, can help put your brand in front of more people who would be searching for companies like yours. Therefore, focus your advertising on local customers, who need your help. This could help get more customers through your door.

So while you think about finding and investing in the right insurance to protect your company and financial business assets from companies as www.bizinsure.com, you can also watch it grow by boosting your marketing strategies on a consistent basis using intelligent marketing techniques.Local SEO - Membership Site Image

James Daniels is a freelance writer, business enthusiast, a bit of a tech buff, and an overall geek. He is also an avid reader, who can while away hours reading and knowing about the latest gadgets and tech, whilst offering views and opinions on these topics.

Of course, these items take some time to execute, however, getting them implemented into your marketing strategy early would be very wise. Believe it or not, the digital world is still in its infancy. We hope that you start seeing some success with these tips from James, however, if you’re having a hard time figuring them out or implementing them, relief is just a click away: Digitally Speaking – All of your Digital Marketing answers and needs in one convenient spot each month!

See You Inside!

Alex, MPeMG

Co-Founder & CMO

www.MPeMG.com

(412) 374-1558

7 HELPFUL Hacks to Gain More Email Subscribers

We caught this blog post from SEJ (Search Engine Journal) and thought it would benefit you in a BIG way!! Enjoy!

-Alex, MPeMG

7 Simple Yet Effective Ways to Get Email Subscribers

By: Dev Sharma

What are your email subscription rates looking like?

Don’t be afraid to check. I know it’s not exactly a great feeling to see your numbers have fallen, but every website hits a rough patch.

The goal, however, is to consistently gain more email subscribers. But you don’t have all the time in the world to implement complicated list building schemes.

How about starting small and implementing some simple yet effective ways to get more email subscribers? That way, you’ll still be able to spend most of your time on day-to-day business activities, while also knowing that your email list is in good hands.

Note: Since some of the strategies I mention can only be accomplished via a plugin, make sure you don’t end up using too many plugins.

1. Setup Exit-Intent Popups

Exit popups are the ones that show up when you’re about to leave a site (it relies on cursor movement). Now, there are dozens of plugins available that allow you to set up exit popups. Some of the popular ones are OptinMonster, Thrive Leads, and SumoME. I use OptinMonster, since I’m also using it for other purposes (more on that later).

Exit intent popups work well, but they don’t work as well as normal popups. The key here is to test. Test what is working and what’s not. Personally, I’ve found normal popups work better, but exit-intent solutions are useful for showing exclusive deals or something similar, when the user is about to leave.

deal

I recently set up an exit-intent popup that shows a discount code when someone goes to leave the site. It’s a win-win situation for both user and site owner because as a site owner you get a new subscriber, and the user gets a discount on the product they are about to purchase.

Quick Note, the popup was created using Canva and OptinMonster.

2. Format Your Posts Properly

Formatting is easily the most effective way to improve your conversion rates. If you’re not spending time on formatting your blog posts properly, you run the risk of people ignoring your posts or not generating any comments or social shares. I’ve been there. I published posts which were in-depth but weren’t formatted properly.

The result: not enough traction, comments, or links to drive any leads or rank well in Google.

Amazingly, Gael Breton from AuthorityHacker was able to increase traffic to one of his site’s by 9,275% by simply re-formatting the post.

Here are some quick tips to get started:

  1. Proofread: Always proofread and edit your blog posts before publishing, use tools such as Grammarly and PaperRater to check for spelling and grammar mistakes.
  2. Bucket Brigades: Using short phrases that entice your readers to keep on reading.
  3. Content Builders: Using content building plugins such as Thrive Content Builder by ThriveThemes.

3. Add Coupons Section

According to a study done by Eric Graham from ConversionDoctor, he found that having a coupon code field on the checkout page can result in users abandoning the site to search in Google for the coupon code. And for bloggers like you and me, we need to capitalize on the coupon codes. For those of you who use WordPress to power their sites, you can easily add a coupon area using Custom Post Types and Taxonomies.

Alternatively, you can use a WordPress plugin such as CoupineWP, which I developed.

Now, how do you increase email subscribers with that?:

  • Step 1: Create a new post / page and write a description of it.
  • Step 2: Setup an exit-intent popup with a coupon, so when the user is about to leave the post a nice little opt-in form pops up asking her for an email in exchange for the exclusive coupon code.

4. Content Upgrades

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Content upgrades have become quite popular lately, so much that people have started building exclusive plugins for them.

The whole content upgrade thing started when Brian Dean first wrote about it on his blog. Since then many site owners have implemented this with great success. I’ve also started experimenting with it lately and seeing some good results. You can also use the same popup as an exit-intent for capturing visitors who a.) haven’t subscribed to your list and b.) are about to leave your site.

It could easily help you reduce bounce rate and increase page views. Here are some popular content upgrade plugins:

  • Content Upgrades Pro: As the name suggests, it’s a simple plugin that allows you to set up content upgrades. It costs $37 for a single site and is $77 for multiple sites.
  • LeadPages: LeadPages is more than just a content upgrade plugin, since it comes with a ton of unique features such as LeadDigits for capturing email addresses and phone numbers through SMS text messaging. Also, LeadLinks prompts subscribers to join your list, sublist, or even subscribe to a webinar with a single click.
  • Thrive Leads: This is another great plugin that comes with a whole lot of features including content upgrades. It could easily be the most complete list building solution out there.

5. Give the User Full Control of What They Get and When They Get It

One of the reasons people are less likely to sign up for your email newsletter is because they don’t want to be inundated with yet another influx of marketing messages. Sure, your content may stand out compared to what they already have landing in their inbox, but a problem arises due to junk mail every consumer has received.

The same goes for folks who unsubscribe from your email list. There often comes a time when users simply need to get rid of some of the content that lands in their inbox, and if you send out too many emails, or emails that aren’t relevant, your list may not make the cut.

Therefore, it’s wise to give the user full control of what they receive and when they receive it. Consider offering a few check boxes during your signup process and allow them to choose if they’d like weekly or daily emails. You may also specify the types of content being sent out, allowing them to choose between, say, blog updates and funny quotes.

Finally, many users find it tedious when you ask them why they’re leaving your email newsletter list. Although you may find the feedback informative, why not try to keep them around if your only plan is to annoy the unsubscribers?

Instead of asking why they are leaving, present alternative subscription options. For example, you could ask if they would rather receive emails on a monthly basis, as opposed to a weekly basis.

6. Place the Email Signup Form After Your Blog Content

We’ve all seen this in action, but it’s not always the first thing you think of when collecting more email addresses. If your blog is active, you should be taking advantage of it completely. After all, what’s the point of generating free content if it’s not going to lead to search engine boosts, affiliate clicks, or email subscriptions?

The catch with this is that you generally need to find a WordPress theme that offers a widget area right underneath the blog post. This way, any signup form can be placed into the widget and replicated underneath every single blog post.

If you don’t have that functionality on your current theme, you can simply use a WordPress plugin, such as Optin Forms.

7. Grab Visitor Attention by Implementing an Interactive Bar

email

Sometimes a popup box is too annoying. Sometimes people don’t notice a signup widget in the sidebar. It all depends on your audience, but many companies and blogs have noticed that A/B testing favors a simple bar at the top of the homepage.

This top bar generally states a quick line about why it’s beneficial to subscribe to an email list. It doesn’t take up too much space, and people can quickly type in their email address without going to a completely new page. The other cool thing is that many of the top bar plugins and services allow for customization, sliding to other bars and alternative links that lead to sales and landing pages.

Here are some of the services that offer bars for improving your email subscriptions:

Conclusion

Now that you’ve seen some simple yet effective ways to get more email subscribers, feel free to bookmark and go through the list to optimize your website. Start by considering an exit-intent popup, and go all the way to implementing an interactive bar at the top of the homepage.

There are thousands of ways to improve your email subscription rates, but hopefully these quick techniques can boost your rates in a short period. If you have any other suggestions for list building, please drop a line in the comments section below.

 

Email marketing still has the BEST ROI in the marketing right now – 44 to 1. That’s huge! Take some of these ideas and try implementing them into your own business. If you do not participate in eMail marketing yet, YOU SHOULD 🙂 However, if you don’t know where to start, we’d love to lend a hand! Visit www.MPeMG.com to get started OR give us a call (We answer our own phones :)) (412) 374-1558!!

 

To Higher Profits,

Alex

MatchPLUS eMarketing Group, LLC

Co-Founder & CMO

www.MPeMG.com

5 Marketing Hacks to Shake Things Up

It’s funny, as long as I’ve been building this company, there are always a few questions that people notoriously as me. Which is REALLY good for you because there’s a good chance that you have the same or a similar question.

Therefore, I figured, why leave you in the dark any longer. Below are 5 solutions to the top 5 Digital Marketing inquiries:

1.) How to Setup a Podcast

Podcasts are easy to use and fairly easy to set up! They are great to spread your message to over 1.3 billion registered podcasts members at any given time. Whether your audience is driving to work or taking their morning shower, they are more likely to listen to your message when you have an official podcast channel! Give it a shot, what do you have to lose?

 

2.) Publish a Book

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Writing your own book IMMEDIATELY gives you authority in your market and, more importantly, over you competitors! Today, eMarketing publishers can assist you to not only FAST TRACK your project’s publishing track, but they can also help you WRITE the entire book in several weeks as opposed to YEARS. Not to mention the Best Seller or #1 Best Seller status!

 

3.) Add a Lead Capture Component to your Product Pages

Statistically, if your website is not properly structured, over 90% over visitors WILL NOT RETURN! As harsh as that sounds, it’s the truth! A Lead Capture component is a PERFECT credibility builder and here’s why! When you place an “LC” structure on your website, your visitors will see that you want to engage with them further, whether it be sharing info or selling a great low cost offer. Most would say, “People don’t want to give me their email…” If they didn’t want to, they wouldn’t have searched for your services in the first place. You can have this “LC” structure redirected to your email list for FREE marketing from now until the end of time! Keep your customers close and updated! If you’re not sure how to get it structured and coded to your website, send us a message or give us a call (412) 374-1558!

 

4.) Don’t Be Afraid to Help Out & Make It Count

Corporate-Philanthropy

 

 

 

 

 

 

 

 

 

 

Giving back is an important part of business. Many misinterpret the saying, “I’ll scratch your back, if you scratch mine,” to be simply for greed. Well, when you look at it from a community giving platform, you’re much more likely to gain interested and motivated prospects because they respect that you are an ethical company and care about the very customers that you service. Remember, it doesn’t take much to give back…try having your company volunteer their time for a good cause. It feels good to lend a hand.

 

5.)  Don’t Overlook a 44 – 1 ROI…eMail Marketing 

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If you were able to have a marketing piece that produced 44 interest or motivated purchasers for every 1 time that you broadcasted your message, would you hop on that medium immediately? Well YEAH! Who wouldn’t? Email marketing produces an amazing response when done properly, these are some tips to keep your lists fresh and responsive!

 

Well, these are the answers to the top 5 questions that you ask about Digital Marketing and your business. Digital Marketing isn’t going anywhere soon so you might want to brush up on the language with the links/images/videos above 😉

 

Happy Marketing!

Alex, CMO & Co-Founder

MatchPLUS eMarketing Group, LLC

www.MPeMG.com

(412) 374-1558

[SECRET] We answer our own phones, don’t hesitate to call!

The Perfect Google Cocktail

We found a great post for proper SEO “Cocktail” parts, enjoy!

Cheat sheet: Google’s 13 top ranking factors

A step-by-step recipe to ranking in Google’s top

It’s no secret that a top Google ranking is made up of over 200 ingredients, or “ranking signals”. And while it may be useful to know what all those ingredients are, the original recipe is an incredibly time-consuming (and a little depressing) read. It’s unreasonably vague in terms of proportions, and it just doesn’t seem doable if you try to follow it line by line. With the news about another Google update or algorithm change rolling out every other week, how can anyone keep up, ever?

But SEO bartenders have their tricks of the trade. The thing is, the 200+ ingredients in Google’s recipe aren’t all equally important. In the cheat sheet below, you’ll find 13 top ranking signals that we’ve seen make the biggest impact on Google rankings ourselves, from over 10 years of experience in the industry. Read on to find out which SEO factors carry the most weight, and get quick how-tos on mixing yourself the ultimate Google mojito. Optimize responsibly! 😉

Equipment

Here are the tools you’ll need to measure and optimize for the top 13 ranking signals in this guide.


1. SEO PowerSuite

In the how-tos, we’ve used SEO PowerSuite to illustrate the steps. All features described below are available in the toolkit’s free version; mind that to save your project data, you’d need a Pro or Enterprise license.

Download free Order license


2. Google Search Console

3. Copyscape

Links (1.5 oz)

1. Link quality

The talk about link quality has been on for years, and most SEO-ers agree it remains the strongest ranking signal for Google. While high quality links can boost your site’s link score (and therefore rankings), lower quality backlinks can get your site penalized (and even out of the SERPs completely).

For the latter not to happen, make sure you run regular link audits so you can spot any dangerous links early and have them removed in time.

How to check Launch SEO PowerSuite’s SEO SpyGlass and create a project for your site. Once the app has collected the list of your site’s backlinks, select all those links and clickUpdate Factors. Navigate to the Link penalty risks tab and click on the header of the Penalty Risk column (this will sort the links by penalty risk). All links with a penalty risk above 30% are worth looking into — these can potentially be low quality links. All links with a penalty risk over 60% need your immediate attention as they are the ones that might get your link score below Google’s low quality threshold, and have your site penalized as a result.

How to improve If you have just a few links that appear spammy or come from a low quality resource, it’s best to reach out to the site owner asking them to take down the link.

If you don’t hear back from them, or if you’ve got a substantial number of low quality links, disavowing them is your best option. Disavowing is basically telling Google to discard that link (or linking domain) when evaluating your link profile. To disavow backlinks, you’d need to put up a disavow file following certain syntax and formatting rules, and upload the file to Google Search Console.

You can create a disavow file right in SEO SpyGlass in a few clicks. To do that, select the links you’d like to disavow, right-click the selection, and hit Disavow backlinks. Most of the time, you’d want to disavow links on the domain level; so make sure you select Entire domainunder Disavow mode. Then, go to Preferences -> Disavow/Blacklist backlinks and hit Export to save the disavow file to your computer, and upload it to Google Search Console.

2. Number of links and linking domains

A few years ago, link count was perhaps the major quality signal for Google. Over time, the search engine learnt to identify the so-called link schemes, or low quality links created solely for the purpose of obtaining higher rankings. Since then, it’s often said that quality comes before quantity for Google — but this is in fact only partly true. The number of links and linking domains still has a massive impact on your ranking potential; it’s just that you can’t afford to have any spammy links in your profile anymore.

In several of its patents, Google suggests that a site’s overall link score (arguably the biggest ranking signal) is made up by individual quality scores passed on to it by every incoming link. That literally means that more links will result in a higher score — as long as they aren’t low quality links, of course.

It’s also important to note that links coming from the same domain (especially site-wide links) carry little weight; Google will often only count one of those links when evaluating your link profile.

Checking on your top SEO competitors’ link profiles is a good starting point to understand what kind of link scores you are competing against, and how much work is required for you to catch up.

How to check In SEO SpyGlass, along with a project for your own site, create up to 4 projects for your major SEO competitors, one by one.

Go to the Projects Comparison module to see how your and your competitors’ link profiles compate. Total Backlinks and Total Linking Domains should give you a good idea on how much improvement your link profile may need, quantity-wise.

How to improve To find quality link prospects and start building new links, launch SEO PowerSuite’s recently revamped LinkAssistant. Create a project and click Look for prospects, selecting a search method you’d like to use (you can repeat the process for as many methods as you like). Once you’ve done with prospect research, you should have a list of potential link partners in your project along with their email addresses for outreach.

To pick the most reputable, high quality prospects, go to the Ranking factors tab, select the prospects you’ve just found, and click Update -> Update ranking factors to get all kinds of quality stats (Alexa rank, Google PageRank, Page and Domain Authority, social signals, etc.) on the link opportunities you’ve found.

When you’ve singled out top prospects, you can reach out to them right from LinkAssistant. Right-click a contact (or several contacts, if you’ll be sending them a similar message), and click Send email to selected prospects. In your email, feel free to either put up a message of your own or use some of the ready-made email templates, depending on the link building technique you’re using. You can check for replies and manage your correspondence with prospects in the Email module. Once you start to acquire links, remember to verify and manage them in Prospects under the Backlinks tab.

3. Link relevance and diversity

In general, you want your links to be coming from pages whose topic is similar to that of the page you’re optimizing. But how can Google identify relevance, exactly? Primarily, from the backlink’s anchor text. The title of the backlink page can also help to tell what the page is about, although it is a much weaker signal than anchor text.

The concept of relevance is tightly linked to that of diversity. While your backlinks are expected to be semantically relevant to the topic of your page, it’s important to note that too similar anchor texts can get your under Google’s Penguin penalty.

Understandably, there’s no universally right ratio of different kinds of anchor text in your link profile. However, below you can find some averages to give you an idea of what a natural link profile typically looks like.

But just as it is with about anything in SEO, it’s best to rely on the link profiles of your top ranking competitors instead of the vague overall averages.

How to check In the SEO SpyGlass project you created for your own site, go to Backlinks profile -> Summary for a breakdown of the most commonly used anchors (and keywords within those anchors). Do the same for the projects you’ve created for your top ranking competitors to spot areas for improvement in terms of your links’ anchors.

How to improve To change your current links’ anchors, you’d need to reach out to webmasters that link to your site and ask them to make the change. To speed up the process, you can export your links from SEO SpyGlass by going to File -> Export, and then import them to LinkAssistant in another click through File -> Import.

Now, select the backlinks you’ve imported and hit Update -> Get Contact Email. This way, you’ll be able to reach out to webmasters right from LinkAssistant and ask them to make any changes to the links’ anchor text (or contact them regarding any other matter). Once they’ve made the changes you asked for, you can easily verify the links and see what’s changed by clicking the Verfiy button.

On-page SEO (0.75 oz)

4. Keywords in title and meta description

Your page’s title tag remains the strongest relevancy signal to Google. Make sure to include your keywords or terms semantically related to them in your title; the closer these terms are to the beginning of your title tag, the better.

The meta description generally carries less weight for search engines in terms of relevance. However, using your keywords in the description is still a good practice and can also result in a minor ranking boost for the terms you are targeting.

How to check In SEO PowerSuite’s Website Auditor, create a project for your site and go to the Content Analysis module. Select the page you’re optimizing and enter your keywords (it’s a good idea to type in several terms, including synomyms and close variations of your major keyword). Once the analysis is complete, take a look at Keywords in title and Keywords in meta description to make sure these tags include your target keywords. Click on one of those factors for a closer view, and switch between the Competitiors tab for some inspiration from your 10 top ranking competitors, and the Recommendation tab for SEO best practices.

How to improve To edit your title and meta description, navigate to Content Analysis -> Content Editor in WebSite Auditor and switch to the Title & Meta tags tab. Here, you can type your new title and description right in, with a real-time Google snippet preview below. Feel free to try several options and see how they’ll look in SERPs.

When you’re done optimizing your page, hit Save page to save the upload-ready HTML file to your hard drive.

5. Duplicate titles & descriptions

Having duplicate title and meta description tags across several pages can result in Googleonly picking one of these pages to display in SERPs. To make sure none of your pages compete in search results against each other, remember to create a unique title and meta description for each one.

How to improve To check for duplication issues across your site, go to the Site Auditmodule in WebSite Auditor and locate Duplicate titles and Duplicate meta descriptions under the On-page section of SEO factors. If there is any duplication in place, you’ll see a list of problem pages on the right.

How to improve If you discover duplicate titles or descriptions across your site, you can edit them right in your WebSite Auditor project, just like you did when optimizing these tags for your keywords. Go to Content Analysis -> Content Editor, add one of the pages duplication occurs on, and in the Title & Meta tags tab, type in a new version of your title and meta description. Preview your Google snippet right below, and when you’re happy with the way your title and description looks, hit Save page and go on to upload it to your site.

6. Keywords in copy

While it’s undoubtedly true that Google is shifting towards semantic search, that doesn’t mean it’s shifting away from keywords. Far from it. Including your target keyword in your page’s body text, especially in the beginning of the copy and in the heading tags, is a strong relevance signal to Google. Remember that your H1 tag holds the most SEO weight out of all heading tags.

How to check In Content Analysis -> Page Audit in WebSite Auditor, take a look at theBody section of on-page factors on the left. Specifically, pay attention to Keywords in body andKeywords in H1.
How to improve To edit your page’s copy, go to Content Analysis -> Content Editor and feel free to make changes to your content right in the right-hand view. As you do that, you’ll see the on-page factors on the left recalculate in real time so you know right away when you’ve reached your keyword goals.

If your page does not have an H1 tag, or if you can’t tell where it is, click Edit source. Locate your H1 (to do it quickly, hit Ctrl + F and run a search for “<h1”) and edit it right in the page’s source code, like you would in an HTML editor. If the search returns no results, you can create an H1 tag in this view. It’s generally recommended to put your header tag right above the page’s main content, preferably at the top of the <body> tag. To create your H1, simply type <h1>Any text you want to put in your header</h1> at the beginning of the page’s body.

If you’re looking to optimize the page even further, and if your content is long enough to be using multiple headings, repeat the process above for your H2-H6 tags. However, make sure you don’t overuse the same keywords to avoid keyword stuffing; instead, think of related topics with the same user intent behind them.

7. Content length

In its search quality guidelines, Google mentions the length of content as an important criterion for the page’s quality — and therefore its rankings. Clearly, there’s no ideal content length you should aim for; still, the SEO world is full of misconceptions like “longer content ranks better” and “your copy should be over 2,000 characters long to rank in top 10”. These assumptions do have their ground, but it’s important to understand that the elusive “ideal content length” may vary a lot from niche to niche. For a realistic reference on the right size for your content, it’s best to look at pages that already rank well for the keywords you’re targeting.

How to check In WebSite Auditor’s Content Analysis module, look at Word count in body.When analyzing your page, WebSite Auditor also looked at the top 10 ranking pages for the keyword you specified, and determined an optimal word count range for your page’s content based on this data. If your page’s content falls within this range, you’ll see a green Correctsign next to this factor.

How to improve If your page’s content length is outside the recommended limits, you can edit it right in WebSite Auditor’s Content Editor module. As you type, keep an eye on theWord count in body factor on the left so you can tell when you’ve reached the recommended word count. When you’re done editing, hit Save page to save the newly optimized version of your page to your hard drive, ready for upload.

8. Unique content

Not surprisingly, your content has to be original to rank well in Google. It doesn’t even matter much what your site is about — starting from blog posts and on to e-commerce product pages, you need to bring unqiue value to the table if you are aiming for top rankings. In fact, plagiarized copy and duplicate product descriptions can well get you penalized by Google’sPanda update.

But are you totally safe if you haven’t been stealing anyone’s writing and put up all the content on your site yourself? Not necessarily. The trick is, Google may not always be able to identify the original if it’s given two instances of very similar content. And yes, that means being stolen from can sometimes get you in trouble, too.

How to check In Copyscape or any other plagiarism checker, enter your page’s URL. The tool will come up with other web resources that have very similar content.
How to improve If you spot anyone using your content on their sites without your permission, contact the webmaster immedately asking them to remove the copy, or use Google’s content removal form, indicating clearly why you are requesting the copied content to be removed, and specifying the link to the original.

Technical site factors (0.5 oz)

9. Page speed

Google has officially confirmed that it uses page speed in its ranking algorithm. Page speed can also influence your SEO indirectly, as search engines will likely crawl fewer pages if your site is slow due to the allocated crawl budget. This, in turn, could negatively affect your site’s indexation.

Load time can have a massive impact on user experience, too. Slower pages tend to have higher bounce rates and lower average time on page. Research shows a 1-second delay in page load time can result in a 7% reduction in conversions.

So what’s the page speed you should aim for? Google’s mentioned they expect pages to load in 2 seconds or less.

How to check In WebSite Auditor’s Content Analysis module, take a look at the Page speed (Desktop) factors on the left. Under this section, you’ll see the exact list of speed-related factors Google’s looking for in webpages, according to their PageSpeed Insights.
How to improve You’d want to concentrate on any factor under the Page speed section that has an Error or Warning status. The ones with an Info status have less weight but offer room for imrpovement, too. Click on any of the factors you’d like to improve on for how-to-fix tips.

If there’re any Uncompressed images or Unminified resources found on your page, jump to theRecommendation tab for a ready-made compressed version of your images and JS/CSS. Follow the link to download the lighter version of those, and feel free to upload them to your site right away.

10. Mobile friendliness

With over half of Google searches coming from mobile devices, Google’s increasing focus on improving mobile search results is only fair. From a nice-to-have, mobile friendliness has turned into a must — if your page isn’t optimized for mobile devices, it’s likely to bediscarded from mobile search results completely.

How to check To check if your page passes Google’s mobile friendly test, go to Content Analysis -> Page Audit in WebSite Auditor. Locate Page usability (Mobile) on the list of on-page factors on the left. Clicking on Mobile friendly will show you what your page looks like on mobile devices.

The factors in the Page usability (Mobile) section are the exact features Google believes mobile-friendly pages should have, according to Google Developers’ PageSpeed Insights, so you’ll want all of them to be marked with a green Correct sign.

How to improve If your page is mobile friendly overall, but some factors under Page usability (Mobile) are not marked with a green Correct sign, click on each of those for a detailed description and how-to-fix advice. Whichever factor you’re looking at, you’ll get straightforward steps on tackling the issue quickly.

If your page isn’t mobile friendly altogether, there isn’t a better time to optimize for mobile than now. While there’s a bunch of options available, responsive design is perhaps the simplest and most widely used solution — and it’s the one Google recommends, too. If you use WordPress (or any CMS, really), choosing a responsive template for your site is about all it takes.

You’re in for more work if your site is HTML-coded with no CMS in place. However, there’s a bunch of documentation available on adapting responsive design for web developers. It might take a bit of work to get every aspect right, but it’s an investment that’ll definitely keep paying off increasingly.

11. Sitemap

Okay, strictly speaking, having a sitemap is not a ranking factor — as in, it won’t actually help your site rank higher. But an XML sitemap will help Google spider your site, and make sure it can index your pages quickly and easily. It is the simplest and most effective way to tell Google what pages your site includes.

How to check Go to Site Audit in WebSite Auditor and click the .xml sitemap factor to see if your sitemap is in place and configured correctly.

How to improve Go to the Pages module and click on the Sitemap button. Review the list of pages that’ll be included in your sitemap (if you want any of them excluded, just uncheck the respective boxes) and click Next. Choose whether you’d like to save the sitemap locally on your hard drive to manually add it to your site, or upload it via FTP right away.

User Experience & Trust (1.5 oz)

12. Click-through rate

Numerous patents filed by Google along with real-life experements show that SERP click-through rates can have a massive impact on rankings. A click-through rate, or CTR, is a ratio of the number of times a given search listing was clicked on to the number of times it was displayed to searchers.

For every query, Google expects a CTR in a certain range for each of the listings (e.g. for branded keywords, the CTR of No.1 result is around 50%; for non-branded queries, the top result gets around 33% of clicks). If a given listing gets a CTR that is seriously above (or below) that range, Google can re-rank the result accordingly.

How to check The first thing you’d want to do is check your snippets’ current click-through rates. To do that, log in to Google Search Console and go to the Search Analytics report. Select Clicks, Impressions, CTR, and Position to be displayed.

While CTR values for different positions in Google SERPs can vary depending on the type of the query, on average, you can expect at least 30% of clicks for a No.1 result, 15% for a No.2 result, and 10% for a No.3 result.

If the CTR for some of your listings is seriously below these averages, these could be the problem listings you’d want to focus on in the first place.

How to improve First and foremost, please do not try to artificially inflate your listing’s CTR (such as by using bots to manipulate clicks). Google’s very good at detecting such behavior, and uses safeguards so that no spam and noise get in the way.

So the only way to make your listing earn actual clicks from real users is to make it appealing and click-worthy. As you remember, you can edit and preview your Google snippet in Content Analysis -> Content Editor in WebSite Auditor, under the Title & Meta tags tab.

As you compose your title and description, make sure they clearly communicate the value of clicking through to your page to searchers. If appropriate, use a call to action and instead of simply describing what your page is about, address the searcher directly, and inform them about the benefits of navigating to your page, choosing your product, and so on.

Once you’re happy with your snippet, hit Save page to save the upload-ready HTML file to your hard drive.

13. Social signals

The discussion on whether or not social signals affect rankings directly is ongoing, and some real-life experiments seem to prove it’s causation, not correlation. Or is it? Google’s never confirmed it, but one thing we do know for sure is that pages with more social shares rank better. Period.

How to check In your WebSite Auditor project, go to the Popularity in social media tab in the Pages module for social share counts for every page of your site, including Twitter mentions, Facebook popularity, Google +1s, LinkedIn shares, Pinterest pins, and more.

How to improve The very first thing to do to make your content shareable in the first place is, of course, adding the social media buttons to your page. For WordPress sites, there’s a selection of ready-made plugins available that let you do just that. For sites that don’t use a CMS, you can get ready-made HTML code for the social buttons here.

Now that you’ve got the necessary prerequisites in place, you’ve got to think about distributing your content for maximum exposure. Whatever your promotion strategy is (email marketing, social media marketing, or influencer outreach), remember that you need content that is truly unique and useful to be successful. If you’re only starting out at social media, here’s a great guide on social content promotion that can also help SEO and brand awareness.

One last thing…

Apparently, the best way to understand which of the signals above are making the biggest impact in your niche is to try them yourself and track progress. One great way of doing that is using SEO PowerSuite’s Rank Tracker to monitor your Google rankings, and document the SEO changes you make with Rank Tracker’s Events. To do that, open your Rank Tracker project. Go to Preferences -> Events and click Add. Briefly describe the event and set a date for it. On the progress graph in Rank Tracker, you will now easily see how your SEO changes are affecting your rankings, and which ones have bigger impact than others.

 


That’s it! Now you’re all set to go into the real world of SEO and optimize for Google’s most important ranking factors. The best part is, you only need one toolkit to do that: grab your free version of SEO PowerSuite or get a fully featured paid copy, and go rock it! Oh, and please don’t forget to share the results you achieve in the comments below.

 

Here’s to your success,

Alex, MPeMG

www.MPeMG.com

(412) 374-1558

 

Special Thanks to: Link-Assistant.com

Easy Answers to Digital Marketing Questions

WHAT EXACTLY IS DIGITAL MARKETING AS OPPOSED TO REGULAR MARKETING?
Digital marketing is pretty much anything that’s online or web-based: PPC, SEO, email, web design, etc. Traditional Digital Marketing across multiple channelsmarketing is still seen as those offline marketing activities: print, direct mail, radio, TV, etc

  •  The two types are definitely converging, but many agencies may only offer one or the other.

WHAT ‘S IT LIKE WORKING WITH AN AGENCY?
This is obviously different based on the Agency you’re working with. At a lot of marketing companies you’ll be given an Account Manager who will be your single point of contact.

  • We’re a little different in that we’re small (As many companies prefer it, not for lack of cost, but for more focused service and quality) so the people who you work with and communicate with will be the same people actually doing the work as well.

WHAT SOCIAL MEDIA SHOULD I BE DOING?Social Media Image
This is a biggie. People want to know what the social media secret sauce is. The truth is, I don’t have it, and either do the droves of social media experts, thought leaders, and influencers.

  • Your social media strategy needs to align with your business strategy, and until I understand that better I can’t tell you how to do social media.
  • Do you want to focus on customer service? Content marketing? Lead generation? Like any marketing undertaking, your social media goals should align with your business goals.

DO I NEED SEO?
It depends what “kind” of SEO we’re talking about. Traditional SEO (on/off page optimization, link building, etc.) has evolved to also include SOCO SEO– Social and Content.

  • The new SEO includes the traditional optimization and link building tactics, as well as fresh, valuable, and shareable Content, as well as the marketing of your brand and content using Social Media.
  • Do we feel that businesses benefit from and need this type of SEO? Yes I do.

I TRIED GOOGLE ADWORDS BUT IT WAS A WASTE OF MONEY, COULD YOU DO BETTER?
This is always a loaded question. To get the best results from Paid Traffic (PPC, CPM, etc.), you need the 3 “E’s”: Expertise, Experience, Effort.

You need the training and expertise, a certain amount of experience, and a lot of time and effort to be able to produce successful PPC results. Most businesses that fail with PPC usually lack in at least two of these things.

  • Is this something you can do for me? Yes, we have Certified Paid Traffic experts on staff.

HOW DO YOU GET A LOT OF TWITTER FOLLOWERS?
Again this is something where there is no secret sauce. It’s about writing and curating valuable content, being a strategic follower, and building relationships.

  • I can’t stress enough how important it is to build quality relationships with your followers AND others in your community — There is a specific reason.Twitter hashtag Image

SHOULD I BE USING HUBSPOT?
Marketing automation tools like Hubspot are not a panacea. Yes, they can automate email drip campaigns, let you create landing pages, and help track leads and optimize your website.

VERY IMPORTANT – But they’re not tools that automate your marketing.

  • You still need people to write and design emails, run split and multivariate tests, and use analytics to make intelligent marketing decisions.

***In other words, they’re tools that should complement your marketing team, not the other way around***

HOW OFTEN SHOULD I UPDATE MY WEBSITE?
For 99 % of companies, their website is their top salesperson. It’s where prospects go for more information on your company, to learn more about your services and products, to contact your company, and possibly to make a purchase.

  • And just like you invest a lot in your top salesperson, you should also invest in keeping your website (and it’s content) in tip-top-highly-converting-shape.

CAN I AFFORD A DIGITAL AGENCY LIKE MatchPLUS eMarketing Group?
Agencies come in all shapes and sizes, and serve clients in all shapes and sizes. It is our firm belief that ALL businesses deserve to GROW with the changing times & tactics, therefore, within reason, we make our services affordable for ANY budget that you may have!!

Digital marketing deals with pretty much anything that’s online or web-based: Paid Traffic, SEO, email, web design, etc. Traditional marketing is still seen as those offline marketing activities: print, direct mail, radio, TV, etc — That very important to understand coming away from reading this blog piece!

Writing a book is a big deal - frustrated babyPeople want to know what the social media secret sauce is. Content marketing? Like any marketing undertaking, your social media goals should align with your business goals. However, we are able to run a full Digital Presence audit of each business to tell the EXACTLY what they need to do with their digital platforms & how to speak to their audience…not just on social media, but on ALL of the platforms that your business needs to utilize to grow your business!

 

We are always here to help and would invite you to accept your FREE 20 minute consultation with us! Just call (412) 374-1558 or shoot us a message and we can get started! No harm in calling…it’s FREE!

 

To Your Higher Profits,

Alex, MPeMG

Co-Founder & CMO

www.MPeMG.com

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