The Digital Marketing Journal

Online Reputation - What You Don’t Know Can Hurt You

Sat, 24 May 2025 14:15:00 GMT

Online Reputation - How To Protect Your Business?

Do You Even Have a Reputation?

Did you know that 79% of consumers trust online reviews as much as they trust personal recommendations?
Basically what this means is that if you wanna recommend say a restaurant or a dentist to a family member or a friend they would go online and look at the online review and trust that more than your personal word.

In today's digital landscape, online reviews have become a cornerstone of consumer decision-making.

Platforms like Google, Yelp, and TripAdvisor serve as modern-day word-of-mouth, where a single review can significantly influence a potential customer's perception.

This shift underscores the importance of actively managing and monitoring your online presence to ensure it accurately reflects your business's values and quality.

Why Ignoring Your Online Presence Is a Risk

So why is this important for your business?

Simple: if you’re not paying attention to what your company is doing online and what’s being said about you, you could be turning your back on loads of potential business.

Now did you know that Google, Yelp, Yell.com and many other popular online directories actually create pages for you without you knowing?

That’s right! I know that sounds crazy but think about it, every single time a new business is established, these directories go out and find all the information on these new businesses and create basic webpages for them.

Now you’re probably asking: why would Google create a webpage for my business if I haven’t asked them to?

That’s actually pretty simple as well. Google’s main purpose is to give users the best experience possible, and the only way to do that is to provide the best results when someone searches.

If you have a business in a local area, then it’s only right that Google try to show your business because you are relevant to that area and to what a user’s actually searching for.

These automatically generated listings are part of a broader effort by search engines and directories to provide comprehensive information to users.

However, the lack of direct input from business owners means that the information may be outdated or inaccurate, potentially misleading customers.

Claiming and optimizing these listings ensures that your business presents accurate information, such as current operating hours, services offered, and contact details, thereby enhancing customer trust and engagement.

The Danger of Unchecked Reviews

Here’s where the problem comes in: since Google creates these pages, as well as Yelp, Yell.com, and many other directories, your new, potential, and old clients, patients, customers, etc. have access to be able to not only view these webpages but they can actually comment on your business and what they think about your business.

Now can you see why this would be a problem?

Yeah, you got it!! Since your current customers can leave comments on these webpages, this also allows disgruntled customers the ability to leave complaints for the entire world to see.

So by having these negative comments online, your potential clients will see these and choose not to do business with you because of your online reputation.

Moreover, negative reviews can disproportionately impact small businesses, where each customer interaction carries significant weight.

Addressing negative feedback promptly and professionally not only mitigates potential damage but also demonstrates a commitment to customer satisfaction.

Engaging with customers' concerns can often turn a negative experience into a positive one, fostering loyalty and encouraging repeat business.

The Real Cost of Not Knowing

The worst part about all of these negative comments, and why it’s such an issue to know your online reputation, is actually because many business owners don’t realise that these webpages are out there.

So because owners don’t realise that these webpages exist online, they don’t realise all the negative publicity that exists out there for their business.

And because they’re not aware of these negative comments, they don’t understand the amount of business that they’re losing.

This lack of awareness can be addressed by implementing regular monitoring practices.

Utilising tools like Google Alerts, social media monitoring software, and review management platforms can help business owners stay informed about what is being said online.

Regularly auditing your online presence allows for timely responses to feedback and the opportunity to correct misinformation, thereby protecting and enhancing your reputation.

Ignorance Isn’t Bliss—It’s Bad Business

Now I don’t know about you, but the one thing I know for sure is that ignorance is no excuse for lack of success.

There is more than enough information out there nowadays, so you should be prepared to see what’s been said about your business.

The problem is most people are ignoring this situation, and because of it they are losing business every single day and don’t even realise it.

Reputation vs. Social Media: Know the Difference

To sum everything up, the reality of the situation is this: no matter what you may think, your online reputation can be the difference between you making money or your business closing. That’s a fact.

Now let’s make sure that we are clear on something.

I’m talking about actual online reputation management and marketing, real-life PR.

I’m not talking about some random social media package that many businesses offer, because they are not the same thing.

When most people think "social media," they think Facebook or X, TikTok, even Instagram.
However, when you’re talking about managing negativity online, you should be thinking about those things and more.

You should be thinking about websites.
You should be thinking about blogs.
You should be thinking about videos and an understanding of language and customer service to help you deal with these situations promptly and effectively.

These are things that social media as a package do not cover, and that’s where they fail.

Effective online reputation management encompasses a holistic approach, integrating public relations, customer service, and strategic communication.

It involves not only addressing negative content but also proactively building a positive digital footprint through content creation, customer engagement, and transparent communication.

This comprehensive strategy ensures that your business is represented accurately and favorably across all online platforms.

Make Reputation Management a Daily Habit

If you’re serious about wanting to grow a business in today’s market, then you are going to have to pay attention to your online efforts.

However, once you do pay attention to your online effort, you can’t stop. You have to consistently monitor everything.

Consistency in monitoring and managing your online reputation is key to long-term success.

Regularly updating your website, engaging with customers on social media, and soliciting feedback through surveys or reviews can help maintain a positive image. Additionally, staying informed about industry trends and customer expectations allows you to adapt your strategies accordingly, ensuring your business remains competitive and reputable in the digital marketplace.

Topic: online reputation

Unlocking the Power of Business Blogging: The Ultimate Guide to the Benefits of Blogging for Business

Fri, 15 Sep 2023 11:14:37 GMT

Why You Should Start Exploring the Benefits of Blogging For Business and How to Start a Blog For Your Business

Hello, small business owners! Let's cut to the chase. You're swamped with tasks, from inventory management to customer service .

The last thing on your mind is starting a blog for your business.

But what if I told you that neglecting a business blog is like leaving money on the table? Intrigued? Stick around, and let's unravel this digital enigma.

What Is Business Blogging?

First off, let's clear the air. Business blogging isn't about sharing what you had for breakfast or your latest holiday snaps.

It's a calculated marketing move designed to boost your business. Think of it as your silent salesperson, working around the clock to bring in leads and build your brand.

So, how does business blogging differ from your mate Dave's travel blog?

Simple. A business blog is laser-focused on your industry and aims to solve the problems of your potential customers.

It's not about you; it's about them.

Why Do Businesses Need Blogs?

You might be thinking, "I've got a decent customer base; why fix what isn't broken?"

Well, let me tell you, complacency is the first step towards obscurity. In today's digital landscape, if you're not moving forward, you're moving backward.

What does a business blog do?

SEO Boost : Ever heard of Google? Of course, you have. A well-maintained blog can catapult your business to the top of search engine results. It's like having a shop on Oxford Street instead of a back alley.
Authority Building : Imagine walking into a room and everyone instantly respecting you. That's what a well-crafted blog can do for your business reputation.
Customer Engagement: A blog is a two-way street. It's not just about talking at your customers; it's about talking with them.

How Can I Start a Business Blog?

Now, don't get cold feet. Starting a blog isn't rocket science. In fact, you can start a blog with zero investment. Platforms like WordPress offer free plans that are perfect for small businesses.

Choose a Niche: You wouldn't sell ice to Eskimos, would you? Similarly, your blog should focus on topics that your target audience cares about.
Content Planning : Consistency is the name of the game. Plan your posts in advance and stick to a schedule.
SEO Optimisation: Keywords are the breadcrumbs that lead customers to your door. Make sure to sprinkle them throughout your blog posts.
Promotion: A blog without readers is like a ship without a compass. Use social media and email marketing to guide people to your content.

What Are the Benefits of Blogging for Business?

Alright, let's talk turkey. What's in it for you?

What is the biggest advantage of business blogs?

Trust. When people trust you, they buy from you. A blog can help you build that trust by offering value upfront. It's like giving free samples at a bakery; once people get a taste, they'll come back for more.

Is Blogging a Viable Business Idea?

You might be wondering, "Is this just another fad?" Far from it. Blogging has been around since the dawn of the internet, and it's not going anywhere. In fact, many bloggers have turned their side gigs into full-time incomes.

So, can a blog turn into a business? Absolutely. With the right strategy , your blog can become a revenue stream, not just a marketing tactic.

How Do Business Blogs Make Money?

Let's talk brass tacks. How can you monetise your blog?

Affiliate Marketing : Recommend products and earn a commission on sales.
Sponsored Posts: Companies pay you to write about their products or services.
Ad Revenue: Display ads on your blog and get paid per click or per thousand views.
Lead Generation : Blog content generates leads by giving users more ways to find your business.

Driving Traffic to Your Business Blog

You've built it, but will they come? Driving traffic to your blog is the linchpin of your blogging strategy.

How do I drive traffic to my blog?

Keyword Research : Use tools like Ahrefs to find what your target audience is searching for.
Quality Content: Content is king, but distribution is queen and she wears the trousers. Make sure to share your blog posts far and wide.
Social Media : Use platforms like Facebook and Twitter to reach a broader audience.

Blogging for Different Types of Businesses

Whether you're running a café in Shoreditch or a tech startup in Cambridge , a blog can benefit your business. Tailor your content to your specific industry and watch your customer base grow.

Frequently Asked Questions

Can I earn £1000 from blogging?

With the right strategy, the sky's the limit.

How do bloggers get paid?

Through various channels like sponsored posts and affiliate marketing.

How often do I need to post a blog?

Quality trumps quantity. Aim for at least one stellar post per week.

Conclusion

If you're still on the fence, consider this: not having a business blog in today's digital age is like having a shop with no sign.

You're missing out on countless opportunities to attract, engage, and convert potential customers.

So, roll up your sleeves and dive into the rewarding world of business blogging. Your bottom line will thank you. Not sure where to start. Why not start here?

The Ultimate Guide to SEO for Estate Agents

Tue, 12 Sep 2023 09:26:07 GMT

SEO For Estate Agents - Increase Visibility With Organic Search

Introduction to SEO for Estate Agents

SEO (Search Engine Optimization), that mysterious and alluring beast, can either make or break your search engine rankings.

Consider it the cornerstone of any local business's success in today's digital marketplace.

Estate agents no longer suffice with just placing their signs in the window.

Google rankings are important because they give potential customers access to you.

Local search is your new best friend in local property search. Your goal should be to be seen first when people look up property in your area; but more than being visible, building trust among potential customers should also be at the core of this strategy.

Your mission should be to serve as the guide when they search for their ideal home online.

Let's discuss ways SEO can drive more visitors to your site, increase its ranking in search results and become an asset for estate agency businesses. Let's put this challenge behind us and turn SEO from a mystery into an invaluable asset!

How Does SEO Work for Estate Agencies?

SEO is like planting a beautiful garden in a digital environments. Your agency website must meet SEO standards to attract visitors; opening its doors and windows.

Now consider your SEO strategy: it involves selecting specific keywords relevant to what people are searching for - for instance "estate agent in [your area]."

SEO is a multi-step process that encompasses both on-page and off-page elements of optimization.

Be mindful that other estate agents could also use similar SEO strategies, so ensure your campaign runs smoothly so it ranks higher in search engine results.

Your website needs to stand out amongst other real estate websites and be seen by people searching for local services. SEO will bring life and potential clients directly to you!

The Power of Keyword Research in Estate Agent SEO

Keyword research is essential to any successful estate agent strategy. Discovering what keywords your potential clients use when searching for you services (for instance "estate agent in [area]" and "buy property near [city]"). Keywords help estate agents stand out in an otherwise broad market.

Implementing effective SEO for your agency doesn't simply involve throwing around keywords such as 'estate agents.' Instead, the process should be more sophisticated and in-depth.

Your website should feature keywords specific to the locality and services that you offer. Being at the top of local search results won't suffice - people need answers too!

Assemble your team and begin working on SEO. SEO can give your website an edge, while targeting it towards marketing your services or matching its search terms with those used by potential clients will draw more business into your fold. Specifically targeting "estate agents" searches can bring in customers looking for them directly.

Keyword research will allow you to easily identify those in need of an agency.

Local SEO for Estate Agents: Maximising Local Appeal

Make sure that the details for your estate agency are consistent across the web, such as phone number, address and services provided. This can ensure a better experience for customers who visit your website.

Search engines will be more inclined to trust your website if its content is of high-quality, relevant to its local audience - such as an overview of schools or amenities available nearby.

An SEO specialist who specializes in estate agents is an invaluable asset, providing critical local SEO assistance that will elevate the ranking of your website.

Remember, it is more than finding yourself; you want the appropriate people to find you.

Are you in need of assistance using local SEO effectively?

Optimising Property Listings: On-Page SEO for Real Estate

Optimizing property listings is a vital element of an estate agent's SEO strategy, so let us get to work optimizing them! This is part of your estate agent SEO plan.

How can you do it and get started?

Search engines can take advantage of these details too.

Continue your efforts and ensure your property descriptions create intrigue with intelligent use of keywords in content creation.

Effective SEO for estate agents doesn't involve filling your articles with mentions of "estate agents." Instead, create content that provides value both to clients and search engines alike.

Be mindful that each listing can help your SEO. Your landing page can boost search rankings, making you the go-to agent in your locality.

Advanced SEO Services: Link Building and Backlinks

Let's move onto backlinks and link building as part of an estate agent's marketing strategy. While quantity may matter, quality must always come first - we are discussing links which increase credibility and rank on websites.

Create content that is truly helpful; something people would be keen to share or refer back to later.

Content can range from local market analyses and staging tips, to tips from other websites linking back to it if they find its value; this would constitute the ideal backlinks.

Effective SEO keyword use will make your content more relevant to what people are searching for on the web.

Acquire quality backlinks by collaborating with local businesses or participating in community events.

Backlinks can be an extremely valuable asset when it comes to SEO and can help your property stand out on an otherwise oversaturated real estate market.

Estate Agent SEO: Leveraging Google My Business

Google Business Profile is an essential component of estate agents' SEO. Think of it like a billboard on the main street in town - estate agents simply cannot afford to neglect this tool!

By creating and optimizing your Google Profile, you are telling the local search community "Come on in!"

Your profile should be as comprehensive as possible, including accurate contact details, an outline of what services you offer, images showing properties listed or satisfied customers and plenty of testimonials from past clients.

Encourage customers to share their reviews.

Not only should your real estate agency look its best, but also be visible to those searching for agents in their region.

Maintaining a Google Business Profile will help improve local SEO and bring in new clients. Give this aspect of your online business proper consideration, and watch how it helps push it to the forefront.

Will A Blog Help My SEO: Content Strategies for Estate Agents

Blogging is not solely reserved for food critics and hobbyists. Estate agents can utilize blogs as part of their marketing strategy and SEO enhancement, with well-crafted blogs showcasing your real estate expertise while keeping their site fresh and engaging for prospective clients.

How can a blog improve my SEO? Publishing regular, relevant content is key for increasing traffic to your site.

Each post, be it a guide on navigating the housing markets or an insight into local property trends, offers an opportunity for SEO keywords to be integrated naturally and reader-friendly into an article.

Remember that simply listing keywords will not do. Your job as a real estate expert lies in adding value through providing assistance and building credibility among your visitors.

Doing this will not only increase the visibility of your website, but will also build trust with prospective customers.

Create and start blogging to unleash your inner creativity! A blog can be an extremely effective tool in driving traffic to your website and increasing brand recognition in local areas with just some basic SEO knowledge.

Understanding Meta Data: Boosting Estate Agency SEO

Metadata is an unsung hero behind your website's search engine optimization. Though it might sound technical, metadata is actually very straightforward and essential for improving the estate agency website. Metadata tells search engine spiders what your website is all about - giving visitors to your estate agency website a great online experience!

Meta-titles and descriptions play a critical role. People searching for estate agents near them will see these words first, so make sure they are relevant and catchy; include phrases such as "Top Estate Agents in [Your City]" or "Expert Advice on Property in [Your City]."

Not just keywords will do; instead, make sure your website stands out as the one they choose over another's.

Keep in mind that your website's meta-data serves as an invitation to potential customers. Make it engaging, clear and reflects the content on your page for optimal results.

Write an engaging meta description that makes people want to click through your website, and watch how your search rankings increase as a result of it.

Estate Agent Ranking: Measuring and Improving SEO Performance

Estate agents need to pay equal attention to both their SEO performance and real estate market performance. More than just launching marketing campaigns, estate agents should measure and modify them so their website rises in rankings.

Review your website analytics. Analyse where visitors come from, what keywords bring them there and their behavior while on your website (do they stay longer or are they leaving faster than a house sells in an active real estate market)?

Consult SEO experts. These specialists can give invaluable advice about how to enhance your SEO strategy, whether that means more engaging content, improved keyword usage or technical improvements to enhance user experience on your website.

Refresh and evolve your SEO regularly; adapting as the market does.

Your agency will remain notable and relevant if it regularly updates its strategy based on metrics. In an increasingly competitive real estate market, staying ahead of competition in order to attract clients is crucial to staying relevant and standing out.

The Impact of SEO on Real Estate Agents: Why It's Important

Understanding the significance of SEO in the real estate market is vital for all estate agents. SEO shouldn't just be seen as something to check off; rather, it should form part of your overall marketing plan.

SEO services can help your agency distinguish itself in an overcrowded market.

Your website can become more visible if you employ effective strategies to boost its online visibility.

Improved visibility will translate to increased leads, leading to more sales and strengthening your position in an already highly-competitive real estate market.

Search engine optimization doesn't just focus on being discovered; SEO also fosters trust with potential clients. A highly-ranked website conveys professionalism and trustworthiness - both essential aspects in real estate business.

By investing in SEO for your agency's future, you are investing in their success in an ever-evolving industry like real estate. SEO gives them visibility as it continues to develop.

Contact Us: Integrating Search Engine Optimisation into Communication Strategies

Real estate industry contact pages serve an integral role in communication and SEO strategies.

Your contact page should serve more than simply as an information hub - it should act as an important link between you, potential clients and them.

Make sure that your contact page can be easily accessed and seen, including clear information such as phone number and email address if applicable or even physical location (if applicable).

Add some flair. Perhaps a message stating your enthusiasm to assist people with real estate inquiries or how long you have been helping people locate their ideal homes can do just the trick.

Organically adding keywords can boost the SEO of your page. Weave phrases like "expert real estate advice in [Your Region]" or "contact our agency for property insight" into your content to optimize SEO.

Search engines will better comprehend your page and business by employing this technique, increasing its likelihood of appearing in relevant searches.

Your contact us page is often the first impression people get of your company; make it count!

The Future of Marketing for Estate Agents

As an estate agent owner attempting to navigate the increasingly competitive real estate market, knowing and implementing SEO on your estate agent website is of vital importance.

Launching into SEO can be daunting when your schedule is full of client meetings, property viewings and market analysis - maybe saving this task for later would be wiser?

SEO is essential to the growth and visibility of any real estate agency. When people search for real-estate services, you want your agency to come out at the top of the results.

These strategies are more than mere theories - they offer practical steps that will enhance your online presence on the real estate market. SEO and the real estate market are constantly changing, so be prepared.

Background Marketing can assist if SEO becomes burdensome to manage or you would prefer to devote your time and resources to other aspects of your business.

We can ease this burden with our expertise in SEO. We understand the nuances of real estate markets and can tailor an SEO plan specifically tailored for your agency's requirements.

Make an appointment to discover more about our products and services today. Let us manage all the complexities of SEO so that you can focus on selling houses and expanding your business.

Together, we will ensure your agency thrives and adapts in today's constantly-evolving digital sphere.

Growth Hacking = Customer Focused

Wed, 30 Aug 2023 14:05:28 GMT

Growth Amplification Through Customer-Centric Mastery: Decoding the Art of Growth Hacking

Part 1: Embarking on a Customer-Centric Growth Journey

Welcome, savvy business proprietors, to an exploration that'll reshape your understanding of growth hacking! This series of 10 segments is your ticket to unearthing growth hacking's true essence – an unwavering focus on your customers. Buckle up because we're about to unveil how growth hacking isn't just cold calculations; it's about building genuine relationships and crafting experiences that leave a mark.

Part 2: Peeling Back the Curtain: The Essence of Growth Hacking

Let's demystify the jargon and buzz around growth hacking. This isn't about being a digital wizard casting spells; it's a symphony of creativity and strategy. Imagine growth hacking as the bridge between traditional marketing and our digital era. It's about viewing your business as a canvas for innovative strokes. Think of it as decoding the alchemy of success, where every experiment and tweak inches you closer to the golden formula.

Part 3: Navigating Growth: David and Goliath in the Business Realm

Close your eyes and picture this: a humble garage startup metamorphosing into a global sensation. Now, guess what? This narrative isn't reserved solely for giants; small business owners are the architects of explosive growth. As a nimble entrepreneur, you possess the agility to pivot and adapt faster than lightning. Growth hacking is your secret weapon, tailored to harness your unique strengths and outsmart even the colossal industry players.

Part 4: The Heartbeat of Success: Forging Authentic Customer Bonds

Let's get personal, shall we? Envision your customers as friends you've known for ages – understanding their preferences, quirks, and aspirations. Growth hacking transcends generic strategies; it's about curating experiences that resonate deeply. Remember that corner bakery that knows your order by heart? That's the essence of growth hacking – a testament to making your clientele feel valued, heard, and inseparable from your brand.

Part 5: Data's Goldmine: Digging into Customer Insights

Ever wondered how Amazon seems to read your mind? It's not telepathy; it's data analysis on steroids. Growth hacking relies heavily on data. Imagine this: you run a cozy bookstore, and your data shows that customers who buy mystery novels are also fond of artisanal tea. Bingo! You've just discovered an opportunity to create a thematic 'Mystery & Tea Tuesdays.' Data isn't just numbers; it's the secret ingredient to concocting growth hacks that resonate.

Part 6: The Art of the Hack: From Idea to Execution

Now, let's sprinkle some creativity into the mix. Growth hacking thrives on innovation. Remember Richard Branson's daring hot air balloon stunts to promote Virgin? That's the kind of audacity that fuels growth hacking. Think outside the box, like creating a viral challenge that involves your product. But remember, it's not just about the idea; it's about the flawless execution that follows. It's like baking – one wrong ingredient can lead to a flop.

Part 7: The Virality Quotient: Crafting Contagious Campaigns

Have you ever seen a meme spread like wildfire? That's the essence of virality – the holy grail of growth hacking. It's about creating content that's so shareable, it practically travels faster than light. Think of it as planting a tiny seed that grows into a mighty oak. To nail this, tap into pop culture, leverage trending topics, and infuse a dash of humor. Remember, every share is a nod of approval from your customers.

Part 8: Hustle Smarter, Not Harder: Maximizing Resources

We've all heard the saying, "Work smarter, not harder." Growth hacking embodies this adage. Imagine you're running a boutique fashion store. Instead of spending a fortune on ads, collaborate with local fashion bloggers for a chic photoshoot that showcases your products. That's resourceful growth hacking – leveraging partnerships and creativity to magnify your impact without draining your coffers.

Part 9: Failing Forward: Embracing Setbacks as Stepping Stones

Let's get real – not every growth hack will hit the jackpot. But guess what? That's perfectly okay. In fact, it's more than okay; it's expected. Thomas Edison didn't invent the light bulb in one go, did he? Growth hacking is a journey of experimentation. Sometimes you'll stumble upon failures, but each one is a lesson that inches you closer to success. So, embrace setbacks as stepping stones to brilliance.

Part 10: Crafting Your Growth Hacking Arsenal: Where Customers Reign Supreme

Here you are, standing at the crossroads of your growth journey – poised to craft a bespoke growth hacking arsenal. This isn't a one-size-fits-all strategy; it's about infusing your brand's DNA into every tactic. Merge the insights you've gleaned from your customers with the wisdom extracted from data. Shape growth hacks that exude enchantment, all rooted in a fierce dedication to your customer base. And remember, this is a voyage of perpetual learning, of constant refinement, and of pushing boundaries in the name of progress.

The Dance of Growth and Customer-Centricity

As we draw the curtain on this odyssey, dear trailblazing business proprietors, let the resonance of growth and customer-centricity linger. This isn't the end but rather a prelude to an ever-evolving symphony. Let your journey be guided by the cadence of innovation, the harmony of customer connections, and the unwavering spirit to transform challenges into triumphs. So, take these insights, go forth, and compose your own opus of prosperity.

On-Page Optimisation: Making Every Element of Your Website Count

kentterrence@gmail.com (joey urban) — Mon, 28 Aug 2023 12:35:50 GMT

On-Page Optimisation: A Comprehensive Guide for Small Business Owners

The Digital High Street

Hello, fellow entrepreneur! Picture this: your website is your digital storefront. Just like you wouldn't leave your physical shop in disarray, you can't afford to neglect your online presence. So, let's roll up our sleeves and get into the nitty-gritty of on-page optimisation, shall we?

Meta Tags: Your Digital Shop Window

Ever walked past a shop and been drawn in by what you saw in the window? That's the power of first impressions. In the digital world, meta tags serve as your shop window. They're the first thing people see when they Google your business.

I had a client who ran a boutique in Shoreditch. She couldn't figure out why her website wasn't attracting visitors. One look at her meta tags, and it was obvious—they were as bland as a British winter sky. We spruced them up, and her online footfall increased almost overnight.

Content and Context: A Match Made in Heaven

You've probably heard the phrase "Content is King." But let's not forget about his queen—Context. Your website's content needs to not only be top-notch but also relevant to what your visitor is seeking.

Say you run a pub in Liverpool. If someone's searching for "best pubs in Liverpool," they're not looking for a history lesson on the city's maritime past. They want to know where they can get a decent pint.

Keywords: More Than Just Buzzwords

Keywords are the backbone of SEO , but they're not just about shoehorning as many as you can into your content. It's about strategic placement. Think of it like setting up your shop—you place your bestsellers where they'll catch the eye.

Image Optimisation: A Picture Paints a Thousand Words

Images can make or break your website. Poor quality or irrelevant images can turn visitors away faster than a cold cup of tea. And let's not forget about alt text—the descriptive text that appears if the image fails to load. It's a small thing, but sometimes it's the small things that count the most.

Internal Linking: The Signposts of Your Website

Imagine walking into a large department store with no signs. You'd be lost, right? Internal linking is like the signposts in that store, guiding your visitors to where they need to go.

User Experience: The Customer is Always Right

Your website should be so straightforward that anyone can navigate it without a second thought. If your visitors have to struggle, you've already lost them. It's like walking into a shop and not finding anyone to assist you.

Loading Speed: Time is Money

In today's fast-paced world, no one has the time to wait for a slow website to load. I had a client whose website was slower than a queue at the post office. Once we improved his site speed, his bounce rate plummeted.

Mobile Responsiveness: Don't Miss the Boat

With the majority of searches now happening on mobile, you can't afford to have a website that's not mobile-friendly . It's like having a shop that's only accessible by a steep flight of stairs—impractical and exclusionary.

Analytics: Your Business's Report Card

You wouldn't run your business without keeping track of sales, stock, and customer feedback. The same goes for your website. Analytics give you the insights you need to keep improving.

The Sum of All Parts

On-page optimisation isn't just about one element; it's a holistic approach. Every part of your website needs to work in harmony to create a seamless user experience.

Keyword Research and Selection: Uncovering the Language of Your Audience

Sun, 27 Aug 2023 20:50:43 GMT

Unlocking the Power of Words: A Comprehensive Guide to Keyword Research for Small Business Owners

The Heartbeat of Digital Marketing

Hello, fellow small business owners! Let's cut to the chase—digital marketing is the lifeblood of any modern business, and at the heart of it all is keyword research. You might be thinking, "Oh, not another buzzword!" But trust me, this isn't just marketing jargon; it's the cornerstone of your online success.

Remember the time you spent hours crafting the perfect product description, only to find out that nobody was visiting your page? It's like throwing a party and forgetting to send out the invitations. Keyword research is your golden ticket, your map to the treasure chest, if you will. It helps you speak the language of your audience, and today, we're going to delve deep into this fascinating world.

Part 1: Why Keywords Matter - The Unsung Heroes

The Importance of Being Seen

Imagine you've set up a quaint little café in the heart of London . You've got the best scones in town, your tea is the bee's knees, and yet, your café remains empty. Why? Because you're tucked away in a narrow alley, invisible to the public eye. In the digital world, keywords are your signboard, your neon lights that scream, "Hey, we're here!"

The Domino Effect

Once you've got the right keywords, everything else falls into place like a well-oiled machine. Your website ranks higher, traffic flows in, and voila, your sales go through the roof. It's not rocket science; it's just smart business.

Part 2: The Nitty-Gritty - How to Conduct Keyword

Research

Start with a Seed

Every mighty oak starts from a small acorn, and your keyword research is no different. Begin with a 'seed keyword,' a basic term that describes your business. For instance, if you're selling handmade soap, your seed keyword could be as simple as "handmade soap."

Use Tools, But Don't Be One

There are countless tools out there like Google Keyword Planner, SEMrush, and Ahrefs that can help you find related keywords. But remember, tools are only as good as the craftsman. Use them to aid your research, not dictate it.

Part 3: Understanding Keyword Metrics - The Numbers Game

Search Volume: The Bigger, The Better?

High search volume often means high competition. It's like trying to shout in a crowded room. Sometimes, it's the whispers that get heard. Don't shy away from low-volume keywords; they could be your niche.

Keyword Difficulty: Climbing the Mountain

The higher the keyword difficulty, the harder it is to rank for that keyword. It's like trying to climb Mount Everest in your flip-flops; possible but not advisable. Aim for the hills before you set your sights on the summit.

Part 4: Long-Tail Keywords - The Unsung Heroes

The Power of Specificity

Let's go back to our café analogy. Imagine you're not just any café, but a "vintage-themed café with vegan scones in Shoreditch". That's a mouthful, isn't it? But it's also a goldmine. Long-tail keywords, which are longer and more specific, might have lower search volumes, but they often attract the most relevant and committed customers. It's like fishing with a spear instead of a net; you're more likely to catch what you're aiming for.

The Low-Hanging Fruit

Long-tail keywords are often less competitive, making them easier to rank for. It's like finding a quiet corner in a bustling market; it might not be the centre of attention, but it's where you'll find the hidden gems.

Part 5: The Art of Keyword Placement

Not Just Anywhere

Once you've got your keywords, it's not enough to sprinkle them willy-nilly. Think of them as the spices in a dish; too much, and you'll overpower the flavour. Too little, and it's bland. Your keywords need to be in your titles, meta descriptions, and throughout your content, but always in a way that feels natural.

The Balance of Density

Keyword density is a term that gets thrown around a lot. But it's not about cramming as many keywords as possible. It's about ensuring they're present enough to be relevant but not so much that it reads like a broken record.

Part 6: Local Keywords - The Ace Up Your Sleeve

The Local Lingo

If you're a business in Manchester, there's no point in targeting keywords that are popular in Birmingham. Local keywords help you tap into your immediate market. Remember, global domination is great, but sometimes, the real treasures lie in your own backyard.

Cultural Nuances

Using local slang or references can make your content resonate more with a local audience. For instance, a bakery in Liverpool might use the term "Scouse pie" instead of just "meat pie". It's these little touches that make all the difference.

Part 7: The Pitfalls - Common Mistakes to Avoid

Chasing the Wind

It's easy to get caught up in the allure of high search volume keywords, thinking they're the golden goose. But remember, not all that glitters is gold. Sometimes, these keywords are so competitive that they're out of reach for small businesses. It's like trying to win a race against Usain Bolt; admirable, but perhaps a tad unrealistic.

Ignoring the Evolution

Language is like the River Thames; it's always flowing and changing. What was relevant yesterday might be passé today. Regularly updating your keyword strategy is not just good practice; it's essential. Don't get left behind clinging to outdated terms.

Part 8: Beyond Google - Exploring Other Search Engines

Bing, Yahoo, and the Underdogs

While Google might be the big kahuna, it's not the only fish in the sea. Other search engines like Bing and Yahoo have their own audiences, and sometimes, less competition. It's like having a stall in a smaller, less crowded market; you might just get more attention.

The Cultural Factor

In some regions, like China, local search engines like Baidu reign supreme. If you're targeting a global audience, it's crucial to understand these nuances. It's not just about speaking the language; it's about understanding the culture.

Part 9: The Human Touch - Writing for People, Not Algorithms

Conversations, Not Codes

At the end of the day, your content is for humans, not search engines. While it's essential to incorporate keywords, it's even more crucial to ensure your content is engaging and relatable. Think of it as having a chat over a cuppa; warm, inviting, and genuine.

The Emotional Quotient

People buy from people. Tapping into emotions, sharing personal anecdotes, and creating a narrative can make your content stand out. Remember the time you first opened your business? The excitement, the jitters? Share that story. It's these personal touches that make your bran d memorable.

Part 10 : Wrapping Up - The Journey Ahead

Keyword research isn't a one-time affair; it's an ongoing journey. As your business grows, your audience evolves, and the digital landscape shifts, your keyword strategy will need to adapt. But with the right tools, a dash of creativity, and a sprinkle of perseverance, the digital world is your oyster.

Master The Luxury Market - Effective Luxury Brand Marketing Strategies to Boost Sales

contact@backgroundmarketing.co.uk (Terrence Kent) — Thu, 20 Apr 2023 10:50:18 GMT

Master The Luxury Market - Effective Luxury Brand Marketing Strategies to Boost Sales

As the demand for luxury goods and services continues to rise, luxury brands need effective strategies to reach the right audience and create the highest brand value. In today's competitive luxury market, creating a luxury experience and building awareness are essential for luxury goods to stand out and succeed.

Understanding the Luxury Market

Before delving into luxury marketing strategies, it's important to understand the luxury market and what makes it unique. The luxury market comprises high-end products or services synonymous with high quality, exclusiveness, and desirous values.

Luxury goods are typically associated with craftsmanship, heritage, and a focus on quality. Luxury purchases are often influenced by emotional factors such as the desire for status and social identity.

Luxury Brand Marketing - Creating a Strong Identity

One of the most important aspects of luxury marketing is creating a strong brand identity. A luxury brand's values, personality, and visual identity should be carefully defined and communicated to create a sense of superiority and values based on ambition.

The brand's story should be developed and communicated to connect affluent consumers emotionally.

Crafting a brand story is a long-form content marketing tactic that can be utilized to showcase a luxury product's heritage, quality, and craftsmanship. Luxury marketers can use this strategy to create a unique brand experience that resonates with the ideal consumer.

Building a Compelling Online Experience

With the rise of online marketing, luxury brands need to focus on building a compelling online experience that stands out from the competition.

Many luxury consumers are influenced by digital channels and social media platforms, so it's important to reach the right audience through online channels.

Luxury brands should create a unique brand experience that connects with customers through the brand's website and social media channels. In addition, the brand's online presence should be optimized for SEO to reach the right audience and increase brand awareness.

Providing Exceptional In-Store Experience

While digital marketing is essential, luxury brands should not neglect the importance of in-store experience. Creating a luxury experience can help customers connect with the brand and make them customer feel special.

A physical experience can be enhanced by offering exclusive services and amenities such as concierge services or personalised shopping experiences.

These exclusive services can build exclusivity and reinforce the brand's aspirational values.

Using Influencers and Brand Ambassadors

Influencers and brand ambassadors can be effective marketing tactics to reach the right audience and increase awareness. Luxury brands can choose influencers that align with the brand's values and personality.

Developing a long-term relationship with influencers and brand ambassadors can help create a sense of exclusivity and reinforce the brand's aspirational values.

Create A Sense Of Exclusivity - Offering Limited Edition Products

Limited edition products are a way to create buzz and demand for luxury brands. These products create a sense of exclusivity and scarcity, making them highly desirable to luxury consumers.

Luxury brands can use limited edition products to showcase their craftsmanship and quality and help the brand stand out in today's market.

Leveraging Social Media

Social media can be an effective way to reach the right audience and create awareness. Luxury brands should focus on choosing the right social media platforms to engage with their ideal consumer.

Social media can showcase products, create compelling content, and engage with customers in a way that resonates with the brand's values and personality.

Host Exclusive Events

Hosting exclusive events is a way to create a unique brand experience that resonates with luxury consumers.

These events should align with the brand's values and personality and offer exclusive services and amenities that reinforce the brand's aspirational values. Exclusive events can help create a sense of exclusivity and increase awareness and loyalty.

Focus on Quality

In the luxury market, quality is of utmost importance. Luxury consumers are not just buying a product but investing in a lifestyle. As such, quality is a critical factor in their decision-making process.

Luxury brands must ensure that the products they offer are of the highest quality possible to meet the high expectations of their discerning customers.

To achieve this, luxury brands must pay close attention to every aspect of the production process. This includes the materials' quality, the craftsmanship involved, and the attention to detail in the finished product.

Brands must also ensure that their products are made to last and that they will provide value to their customers over time.

Stand Out from the Competition

The luxury market is highly competitive, and brands must find ways to stand out. Creating a unique brand story that resonates with customers is one way to achieve this.

Luxury brands need to create a narrative that speaks to the aspirations and desires of their target customers.

Long-form content marketing can be an effective way to communicate a brand's story and values. By creating engaging content that tells the brand's story, luxury marketers can help build brand awareness and customer loyalty.

Combine Offline and Online Strategies

Luxury brands must have a comprehensive marketing strategy incorporating both online and offline channels. In-store experiences are essential for luxury brands as they allow customers to engage tactilely with the brand and its products.

However, brands must also focus on their online presence in today's digital age. Digital marketing can be a powerful tool for luxury brands as it allows them to reach a wider audience and connect with customers in new ways.

Social media platforms, such as Instagram, Facebook and TikTok can be particularly effective for luxury brands as they allow brands to showcase their products and connect with customers more personally and to direct them to their nearest store for exclusive events.

Brands like Chanel and Burberry have done a great job lately in this area.

Marketing luxury products or services requires a different approach than marketing mass-market products. Luxury brands need to create the highest brand value and offer a sense of exclusivity to their customers. They must focus on creating a luxury experience beyond just selling a product.

By utilising the right marketing mix , luxury brands can reach the right audience and create an emotional connection with their ideal consumer.

From crafting a compelling brand story to leveraging both online and offline marketing channels, there are many tactics that luxury brands can explore to successfully market their products or services.

Ultimately, it all comes down to creating a unique and valuable experience for the customer that makes them feel special and luxurious.

How to Incorporate Video into Email Marketing Campaigns to Increase CTR by 96%

contact@backgroundmarketing.co.uk (Terrence Kent) — Wed, 19 Apr 2023 10:17:13 GMT

Maximise Your Email Marketing CTR by 96% with Video

Video has become an increasingly popular tool for marketers to incorporate into their email marketing campaigns. The use of video can lead to higher engagement rates, build trust with subscribers, and ultimately drive conversions.

In fact, incorporating video into email campaigns has been shown to increase click-through rates by up to 96%. Here are some advantages of using video in email marketing :

Higher engagement rates: Video can capture the attention of subscribers and keep them engaged for longer periods of time than plain text or images.
Building trust with subscribers: Video content can help build trust and establish a personal connection with subscribers, especially when the video content is tailored to their interests and needs.
Driving conversions: By showcasing products or services in action, video content can effectively persuade subscribers to make a purchase or take a desired action.

Choosing the Right Type of Video Content for Different Stages of the Customer Journey

To make the most out of incorporating video into email marketing campaigns, it's essential to choose the right type of video content for each stage of the customer journey.

For example, videos that introduce a product or service can be effective for attracting new subscribers and creating brand awareness.

On the other hand, videos that highlight customer testimonials or case studies can be effective for nurturing existing subscribers and building trust with them.

Optimizing Video for Different Email Clients and Devices

Another important consideration when using video in email marketing campaigns is optimizing for different email clients and devices.

This ensures that your video content is accessible to all subscribers, regardless of the device or email client they use.

Using the best email marketing software can help with this. Additionally, using aN SEO consultant in London can help ensure that your video content is optimized for search engines.

Examples of Successful Video Email Campaigns

There are many examples of successful video email campaigns that effectively incorporate storytelling, personalization, and calls-to-action to engage subscribers.

For example, Grammarly's video email campaign uses humor and relatable storytelling to showcase their product's benefits, while Spotify's video email campaign uses personalization to recommend new music based on a subscriber's listening history.

The Role of Subject Lines and Preview Images

The subject line and preview image are critical components of video email campaigns as they can encourage subscribers to open and watch the video content.

To optimize these elements, it's important to use clear and compelling language in the subject line and choose a preview image that accurately represents the video content.

Overcoming Common Challenges

While there are many benefits to using video in email marketing campaigns, there are also common challenges that marketers may face, such as technical issues, compatibility problems, and deliverability concerns.

One way to overcome these challenges is to use video hosting platforms that can handle the technical aspects of video playback.

Additionally, testing emails on different devices and clients can help identify any compatibility issues and ensure that your video content is accessible to all subscribers.

By incorporating video into email marketing campaigns and following best practices for video content creation, optimization, and delivery, marketers can improve engagement rates, build trust with subscribers, and ultimately drive conversions.

If you're interested in improving your conversion rate optimization with email marketing, consider incorporating video into your next campaign.

Stay Up-to-Date With 30 Of The Best SEO Podcasts of 2023

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 18 Apr 2023 11:40:30 GMT

30 Of The Best SEO Podcasts Every Modern Marketer Should Know About

This is a list of various shows that cover the latest news, trends, strategies, and digital marketing topics, with a focus on Search Engine Optimisation.

These webcasts are hosted by industry experts and feature interviews with other experts in the field, providing valuable insights and in-depth analysis of the latest updates, trends, and SEO tips.

The shows are available on iTunes, Spotify, and Google, and each one offers additional resources and tools on their respective websites to help listeners further develop their skills and knowledge in digital marketing.

Whether you're a beginner or a seasoned professional, these shows are an excellent resource to stay up-to-date on the ever-evolving world of SEO in 2023.

1. The Search Engine Journal Show

Search Engine Journal covers the latest news, trends, and strategies in SEO. Hosted by SEO expert Barry Schwartz, the program features interviews with industry experts, as well as an in-depth analysis of the latest updates.

Available on iTunes, Spotify, and Google and find additional resources on the Search Engine Journal website: https://www.searchenginejournal.com/category/podcast/

2. SEO for Beginners

SEO for Beginners is designed to help beginners learn the basics. The show is hosted by Neil Patel and discusses topics such as keyword research, on-page optimisation, and off-page optimisation.

Available on iTunes, Spotify, and Google. You can also access additional resources and courses on Neil Patel's website: https://neilpatel.com/podcast/

3. The SEO Show

The SEO Show covers all things SEO. Hosted by Chris Beasly, the program features interviews with industry experts, as well as an in-depth analysis of the latest updates.

Available on iTunes, Spotify, and Google. You can also access additional resources at website: https://theseoshow.co/

4. The Moz Podcast

The Moz Podcast focuses on the latest marketing news, trends, strategies, and key SEO questions. Hosted by Rand Fishkin, the show features interviews with industry experts, as well as in-depth analysis of the latest updates.

Available on iTunes, Spotify, and Google. You can also access additional resources and tools on Moz's website: https://moz.com/podcasts/mozpod

5. Search Engine Land's SEO Breakfast Show

Search Engine Land's SEO Breakfast Show is a daily show that covers the latest news, trends, and Google search strategies. Hosted by Danny Sullivan, the program showcases interviews with industry experts, as well as in-depth analysis of the latest updates.

Available on iTunes, Spotify, and Google. You can also access additional resources and news on Search Engine Land's website: https://searchengineland.com/

6. The Local Search Show

The Local Search Show covers all things local. Hosted by Cyrus Shepard, the show features interviews with industry experts, as well as in-depth analysis of the latest local search updates.

Available on iTunes, Spotify, and Google. You can also access additional resources and courses at: website: https://www.localsearchpodcast.com/

7. The Content Marketing Institute Podcast

The Content Marketing Institute Podcast covers all things content related. Hosted by Joe Pulizzi, the pod show features interviews with industry experts, as well as in-depth analysis of the latest content trends.

Available on iTunes, Spotify, and Google. To learn more you can visit the website at https://www.contentmarketinginstitute.com/podcast/ .

8. The Marketing School Podcast

The Marketing School Podcast covers all things marketing. Hosted by Neil Patel, the show features interviews with industry experts, as well as in-depth analysis of the latest marketing trends.

Available on iTunes, Spotify, and Google. Learn more at https://marketingschool.io/

9. The HubSpot Podcast

The HubSpot Podcast covers all things marketing and sales. Hosted by Dharmesh Shah, you can listen to interviews with industry experts, as well as in-depth analysis of the latest marketing and sales trends.

Available on iTunes, Spotify, and Google. Learn more at https://www.hubspot.com/podcasts

10. The Social Pros Podcast

The Social Pros Podcast covers all things social media marketing. Hosted by Jay Baer, the show offers interviews with industry experts, as well as in-depth analysis of the latest social media marketing trends.

Available on iTunes, Spotify, and Google. https://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/

11. The Whiteboard Friday Podcast

The Whiteboard Friday Podcast covers all things digital marketing. Hosted by Rand Fishkin, the show features interviews with industry experts, as well as in-depth analysis of the latest digital marketing trends.

Available on iTunes, Spotify, and Google. Learn More at https://moz.com/podcasts/whiteboard-friday

12. The SEO Rockstars Podcast

The SEO Rockstars Podcast covers all things SEO. Hosted by Barry Schwartz and Chris Beasly, the show features interviews with industry experts, as well as in-depth analysis of evolving SEO knowledge and trends.

Available on iTunes, Spotify, and Google. Learn More at https://seorockstars.com/podcasts/

13. The Search Engine Roundtable Podcast

The Search Engine Roundtable Podcast aims to cover all things search. Hosted by Barry Schwartz, the podcast features interviews with industry experts, as well as in-depth analysis of the latest search news and updates.

Available on iTunes, Spotify, and Google. Learn More at https://www.seroundtable.com/category/podcast

14. The SEO Bytes Podcast

The SEO Bytes Podcast covers the latest news and trends. Hosted by Cyrus Shepard, the show is designed to be short and easy to listen to, making it perfect for busy professionals.

Available on iTunes, Spotify, Google, and https://cyrusshepard.com/podcast/ .

15. The SEO Stack Podcast

The SEO Stack Podcast covers all things SEO. Hosted by Chris Sherman, the podcast features interviews with industry experts, as well as in-depth analysis of the latest SEO news and trends.

Available on iTunes, Spotify, and Google. https://www.stitcher.com/show/the-seo-stack

16. The SEO Newsroom Podcast

The SEO Newsroom Podcast covers the latest news and trends in SEO. Hosted by Search Engine Land, the podcast is designed to keep you up-to-date on the latest changes in the SEO landscape.

Available on iTunes, Spotify, and Google. https://searchengineland.com/the-seo-news-podcast-313054

17. The SEO for the Rest of Us Podcast

The SEO for the Rest of Us Podcast is designed to help beginners learn the basics of SEO. Hosted by Marie Haynes, the podcast covers topics such as keyword research, on-page optimization, and off-page optimization.

Available on iTunes, Spotify, and Google. https://mariehaynes.com/podcast/

18. The SEO for Pros Podcast

The SEO for Pros Podcast is designed to help experienced SEO professionals learn more about the latest SEO trends and strategies. Hosted by Marie Haynes, each episode covers topics such as tech SEO, content marketing, and link building.

Available on iTunes, Spotify, and Google. https://seoforpros.com/podcast/

19. The SEO for Local Businesses Podcast

The SEO for Local Businesses Podcast is designed to help local businesses improve their online visibility. Hosted by Cyrus Shepard, each episode reviews topics such as local SEO, Google My Business, and local citation building.

Available on iTunes, Spotify, and Google. Visit the website to learn more: https://www.seo-for-local.com/podcast/ .

20. Experts on the Wire (now Edge of the Web Radio)

Experts on the Wire: Hosted by Dan Shure, this show features interviews with industry experts and covers a wide range of topics, from technical to content marketing.

You can listen to it on Spotify, Apple, and Google. https://edgeofthewebradio.com/

21. The SEO Stack Exchange Podcast

The SEO Stack Exchange Podcast features interviews with experts from the SEO Stack Exchange community. Each episode covers a wide range of topics, including keyword research, on-page optimization, and off-page optimization.

Available on iTunes, Spotify, and Google. Visit the website to learn more: https://seo.stackexchange.com/podcast .

22. The SEO Tea Time Podcast

The SEO Tea Time Podcast is designed to help beginners learn the basics of search. The show discusses topics such as keyword research, on-page optimisation, and off-page optimisation.

Available on iTunes, Spotify, and Google. Visit the website to learn more: https://rachelcostello.co.uk/podcast/ .

23. The Authority Hacker Podcast:

The Authority Hacker Podcast: Hosted by Gael Breton and Mark Webster, this show covers a wide range of topics related to SEO and affiliate marketing, including link building, site architecture, and content creation.

You can listen to it on Spotify, Apple, and Google. https://www.authorityhacker.com/podcast/

24. SEO Podcast - Unknown Secrets of Internet Marketing

The SEO Podcast - Unknown Secrets of Internet Marketing: Hosted by Chris Burres and Matt Bertram, this podcast covers a wide range of topics related to online marketing.

You can listen to it on Spotify, Apple, and Google. https://www.bestseopodcast.com/

25. The SEO for Business Podcast

The SEO for Business Podcast is designed to help businesses improve their online visibility through search. The show discusses topics such as local search, technical SEO, and content marketing.

Available on iTunes, Spotify, and Google. Visit the website to learn more: https://seoforthe.rest/podcast/ .

26. The SEO for Agencies Podcast

The SEO for Agencies Podcast is designed to help SEO agencies improve their services and grow their businesses. The show talks about topics such as client acquisition, project management, and pricing.

Available on iTunes, Spotify, and Google. Visit the website to learn more: https://www.matthewwoodward.co.uk/podcast/ .

27. The SEO for Freelancers Podcast

The SEO for Freelancers Podcast is designed to help SEO freelancers improve their businesses and find more clients. The show covers topics such as marketing, pricing, and client management.

Available on iTunes, Spotify, and Google. Visit the website to learn more: https://www.seofreelancer.uk/podcast/ .

28. SEO SASQUATCH

Hosted by Mikel Zaremba, SEO Sasquatch is more of a technical SEO show and covers a wide range of topics, from site speed optimization to mobile-first indexing.

You can listen to it on Spotify, Apple, and Google. https://seosasquatch.com/podcast/

29. Marketing Speak

Hosted by Stephan Spencer, this show discusses a wide range of topics related to SEO and digital marketing, including conversion optimisation, keyword research, and content.

You can listen to it on Spotify, Apple, and Google. https://www.marketingspeak.com/podcast/

30. SEObits.fm

Hosted by Rebecca Gill, this show covers a wide range of SEO topics related to online marketing, including site architecture, keyword research, and content creation.

You can listen to it on Spotify, Apple, and Google. https://seobits.fm/

Listening to each of the above is an excellent way to learn SEO and improve your skills, regardless of your current level of expertise. There are many shows available on a variety of topics, including SEO 101, technical SEO, the latest trends and best practices, digital marketing and actionable SEO strategies and tactics, and more.

Every episode offers tips and insights from experts in the field, and you can listen at your own pace.

One of the best things about SEO podcasts is that they are hosted by marketing experts and consultants who know about SEO and have experience with enterprise SEO, digital marketing agency management, and various SEO case studies.

By listening to these podcast episodes, you can stay up-to-date on the ever-changing SEO world and improve your skills as a marketer no matter if you are a beginner, SEO consultant, or Director of SEO.

Are Social Profile Links Natural?

contact@backgroundmarketing.co.uk (Terrence Kent) — Wed, 29 Mar 2023 11:05:57 GMT

Are Social Profile Links Really Natural?

Part 1: The Basics of Social Profile Linking

In recent years, it has become increasingly common for individuals to link their social media profiles to one another in a single click. This practice is called “social profile linking”, and it has become an important tool for businesses and organizations to target potential customers and followers. But is this linking natural or necessary?

Social media linking can take many forms. It could be a business creating a link from its website to its pages on popular social networks like Facebook, Instagram, and Twitter. It could also be an individual connecting their accounts hosted on different platforms such as LinkedIn, Pinterest, and YouTube. In both cases, the goal is the same – to allow people to quickly find and view all relevant content related to the person or company they are interested in.

The benefits of social linking are clear – it provides users with easy access to content across multiple platforms without manually searching or navigating through them separately each time they want information. As a result, these links can help build better relationships between businesses and their customers and create more engagement around products and services.

Part 2: Understanding How It All Works

These work by connecting two parties in one place. For example, suppose you have a web page with your business information listed on it (like hours of operation). In that case, you can add social networks like Twitter or Instagram so visitors can easily access those platforms directly from your business instead of visiting them separately from other sites. Doing this makes life easier for your visitors since they don't need to search for your content elsewhere manually; it's already conveniently located in one spot for them!

In addition, these profile pages provide another layer of convenience when someone needs more information about your business that isn't available on your site alone. By including them as part of your online presence, you're helping potential customers get answers quickly without leaving your site. This increases the chances they'll stay engaged with what you offer rather than abandoning you before finding out what else is available from you.

Part 3: Why You Should Add Social Profile Links To Build Relationships And Authority in Your Niche

Social linking can provide numerous benefits to businesses and organisations. Perhaps the most obvious is the fact that it makes it easier for customers to find what they’re looking for, while simultaneously providing businesses with a way to showcase their content across multiple platforms in one place. This also reduces the time spent maintaining multiple social media accounts since everything can be managed from a single source.

In addition, linking profiles from different social networks can promote your business's brand presence and consistency. This allows customers to recognize your identity regardless of which web pages they use consistently. It also creates an opportunity for cross-promotion.

Lastly, linking helps businesses establish trust with their customers by ensuring they have access to accurate and updated information. By providing this convenience, potential customers are more likely to remain engaged with you and explore the available content rather than searching elsewhere for answers.

Part 4: The Disadvantages of Social Media Links

Although there are numerous advantages to connecting profiles on different networks, there are also some potential drawbacks. One such issue is that having too many links going back and forth between sites can create problems with search engine optimization (SEO). Search engines cannot always differentiate between pages with similar content, leading them to rank lower in results when trying to index multiple connected sites together.

Another downside is that it could make navigation confusing for users since they will be confronted with many choices when clicking around between businesses linked in this manner. Additionally, linking too many profiles in a short period may make people unfamiliar with your brand think it looks spammy or unprofessional – especially if the links are not clearly labelled or presented in an attractive format.

Finally, having too many links could overwhelm visitors as they try to sift through all the available options before arriving at their destination page within your site’s structure.

Part 5: Making Bio Links Work For You

When considering whether or not social links is right for your business, consider both its strengths and weaknesses to ensure you get the most benefit without any potential pitfalls along the way. When done correctly, link sharing can create more opportunities for engagement which means greater visibility and, ultimately, better results from your efforts online!

To do this effectively, though, requires careful planning and careful execution - figure out how many links are manageable without taking away from your main website's core functionality; evaluate what types of accounts will get the most attention; consider how each link will affect SEO rankings; organize them logically so users don't feel overwhelmed by options; and focus on making sure labelling is clear and concise, so there's no confusion over where these links lead! With these tips in mind, you'll be able to make social profile backlinks work best for you!

In conclusion, linking profiles together can be a great way for businesses and individuals to engage with their customers and followers, but it should be done with caution. By carefully considering the pros and cons of this type of linking and properly executing them according to best practices, any organization or individual can make any link-building program work in their favour. So to answer the question – are social profile links natural? – they can be when done right!

Identifying Target Audiences: Understanding Your Target Market

Sat, 04 Feb 2023 15:20:40 GMT

Unlock Your Success: Find Your Target Audience and Understanding Target Markets Online

How To Find Your Target Audience

If you’re trying to sell to everyone, you’re essentially selling to no one. To actually move the needle, you’ve got to get specific. Finding your target audience isn't just a "nice to have" because it’s the foundation of your entire ROI.

You need to dive deep into the data. Age, gender, and location are the basics, but the real wins come from understanding income levels, education, and, most importantly, what actually makes your customers tick. What are their buying habits? What do they value when they’re scrolling at 11 PM?

Once you’ve got the big picture, it’s time to slice that data up. Mass marketing is dead; segmentation is where the profit lives. Think about it: if you’re selling fitness gear, a 19-year-old lad in Manchester looking for gym gains needs a completely different vibe than a 65-year-old retiree in Cornwall looking to stay mobile. It is the same product, but a totally different "why."

Using analytics to bridge this gap is a game-changer for any UK business. If your data feels like a mess, our Advanced Web Analytics services can help you make sense of the noise. When you stop shouting at the crowd and start whispering directly to the person who needs you, your conversion rates don’t just tick up; they fly.

Define Your Target Audience With Personas - Demographics Matter

Once you’ve identified and segmented your audience, you need to bring those groups to life. We do this through personas.

Think of these as detailed sketches of your ideal customers based on real-world research, not just guesswork. We are talking about job titles, industry sectors, geographic hubs, and spending power.

By building a psychological profile of these characters, you stop guessing what content might work and start knowing. It makes every blog post, ad, and email feel like a 1-to-1 conversation.

The biggest mistake brands make is treating their audience as one giant, faceless block. They aren't. Your audience is a collection of individuals with different pain points. By defining these personas, you can tweak your marketing mix to hit the right note every time.

Whether you’re leaning into TikTok or sticking to traditional trade press, knowing exactly who you’re talking to ensures you don't waste a penny of your budget. If you want to see how this fits into a wider organic strategy, check out our SEO Consulting to see how we align content with user intent.

Gathering Data - Types Of Target Market Segmentation

The "how" is just as important as the "who." To build these personas, you need solid data. This falls into two camps: primary and secondary research. Primary is the "from the horse's mouth" stuff, such as surveys, interviews, and direct feedback. Secondary is the broader view, including industry reports, competitor analysis, and market trends.

Analysis is where the magic happens. You’re looking for the why behind the what. Why did they click that? Why did they abandon that basket? If your data is out of date, your strategy is useless. In the fast-moving UK market, what worked last year probably won't cut it today.

Don’t overlook social media as a goldmine for research. It’s not just for posting memes; it’s a real-time window into what your audience is reading, sharing, and moaning about. By identifying their pain points and understanding how they make purchase decisions, you can position your brand as the obvious solution. Precise segmentation means you're not just "doing marketing" but driving sales.

Creating Profiles & Strategies To Reach Your Target Audience and Sell More of Your Product Or Service

Now, take all that data and build your master profiles. We’re looking at the full 360-degree view: age, job role, location, and the psychographics, which are the hobbies and interests that actually drive behaviour. This is your playbook. It tells you exactly which messaging will land and which platforms are worth your time.

For example, if the data shows your "High-Earning Harriet" persona buys heavily in the "Organic Home" category every Tuesday, you don’t send her a generic Friday email. You send her a bespoke "Tuesday Wellness" offer. This level of detail also helps you spot gaps in the market where your competitors are dropping the ball, giving you a clear run at new product development.

At the end of the day, the difference between a campaign that flops and one that scales is how well you know your people. A brand can have five different target markets, and that’s fine, as long as you have five different ways of talking to them. Our Conversion Rate Optimisation service ensures that once your target audience lands on your page, they actually take action.

Questions & Feedback

The job isn't done once the persona is built. You need to keep the conversation going. Gathering feedback is the best way to stress test your personas. Does the brand vibe you’ve created actually resonate with them? Sometimes customers use your products in ways you never expected, and that’s a massive opportunity to pivot your strategy and stay ahead of the curve.

Use social analytics, customer service logs, and direct outreach to keep your finger on the pulse. Whether you’re a niche boutique or a national service provider, knowing your audience’s evolving needs is the only way to ensure your marketing stays effective and your ROI stays high.

In short : find your people, understand their world, and talk to them like human beings. By combining demographic data with real human insight, you create a marketing strategy that doesn't just "reach" people but converts them. Use the tools at your disposal, from social listening to direct research, and stop shouting into the void. Build your personas, refine your message, and watch your business grow.

Reclaiming Lost Sales with Abandoned Cart Recovery for E-Commerce

contact@backgroundmarketing.co.uk (Terrence Kent) — Sat, 04 Feb 2023 09:51:41 GMT

Save Abandoned Checkout Sales With Effective Abandoned Cart Recovery Strategies

Understanding the Problem and Why You Need To Recover Abandoned Carts

Abandoned carts are a prevalent challenge for e-commerce businesses, with roughly 69.57% of online shopping carts left abandoned, resulting in significant revenue loss.

The reasons behind cart abandonment can range from customers comparing prices, changing their mind about a product or service, finding a better deal, or facing obstacles such as complicated checkout processes, high shipping fees, or lack of trust in the website.

To recover abandoned carts and improve their bottom line, businesses must understand the issue and develop strategies to recover lost sales.

For example, with an average order value of $100 and a 10% conversion rate, a business will earn $10,000 in revenue from 100 sales out of 1,000 website visitors. However, if the conversion rate were to increase to 20% by reducing abandoned carts, the revenue would jump to $20,000 from 200 sales.

One strategy for recovering abandoned carts is through abandoned cart recovery emails, which can be triggered by the shopper's abandonment of their cart. The subject line, content, and call-to-action in the recovery email can make a difference, such as offering a discount, free shipping, or a coupon to entice the shopper to complete their purchase.

The follow-up email can also serve as a reminder and include a sense of urgency to convert the sale.

To further reduce cart abandonment, businesses can also simplify the checkout process, offer a coupon or discount on the checkout page, or implement a free shipping offer to increase trust and confidence in the website. Additionally, platforms like Shopify offer tools to send abandoned cart emails and track the success of the recovery efforts.

Identifying the Factors that Contribute to Abandoned Shopping Carts

Website Design and User Experience: A website that is difficult to navigate or has a poor user experience can be a major contributor to abandoned carts. Customers may become frustrated with slow loading times, confusing navigation, or a lack of information about products and services. A well-designed website with a clear structure and easy-to-use interface can help to reduce abandoned carts by making it easier for customers to find what they're looking for and complete their purchase.

Shipping and Returns Policies: Shipping costs and returns policies can also play a role in abandoned carts. Customers may be hesitant to complete a purchase if they are unsatisfied with the shipping options or are unclear about the returns process. Offering free shipping, or a clear and transparent returns policy helps ease customer concerns and increase the likelihood of a completed purchase.

Mobile Optimization: With the increasing use of mobile devices for online shopping, e-commerce businesses need to ensure that their website is optimized for mobile. A website not optimized for mobile may be difficult to navigate or display properly on smaller screens, leading customers to abandon their carts and look for a better mobile experience elsewhere.

By identifying the factors contributing to abandoned carts, e-commerce businesses can develop targeted strategies to address specific issues and improve the customer experience, reducing the number of abandoned carts and increasing the likelihood of a completed purchase.

Implementing an Abandoned Cart Recovery Strategy To Bring Shoppers Back

Maximize recovery with Abandoned Cart Recovery - a strategy designed to bring back online shoppers who left items in their cart without completing the purchase. Reduce cart abandonment with effective tactics like email campaigns, retargeting ads, and special offers.

Set up Cart Abandonment Emails: Automate emails that are sent when a shopper abandons their cart to encourage them to complete the purchase. Personalize the email with the shopper's name and abandoned products, and include a clear CTA and urgency, like "Don't miss out" or "Limited stock."

Personalized Follow-Up: Boost recovery with personalized follow-up emails, including the shopper's name and abandoned items.

Retargeting Ads: Use retargeting ads to remind shoppers of the items they left in the cart and encourage them to return.

Push Notifications: Send push notifications to shoppers who abandoned their carts as another option.

Product Page Message: Use the product page to remind shoppers to save items in their cart and complete the purchase with a message.

Second Reminder Email: Also send a second reminder email with a different message and CTA.

Create an Account: Encourage shoppers to create an account and save items in the cart for future purchases.

Test and Optimize: Test and optimize email frequency, messaging, and send times to bring shoppers back.

Customize Email Templates: Customize email templates to match your brand and maximize visibility with different email inbox placements.

Prevent Cart Abandonment By Optimizing the Checkout Process

The checkout process is a crucial step in the customer journey and contributes to abandoned carts. A confusing or complicated checkout process can lead customers to abandon their carts and look for a better experience elsewhere. By optimizing the checkout process, e-commerce businesses can reduce the number of abandoned carts and increase the likelihood of a completed purchase.

Streamlining the Checkout Process: One way to optimize the process is to streamline it as much as possible. This can include reducing the number of steps in the process, eliminating unnecessary fields, and ensuring that the process is as simple as possible.

Offering a Variety of Payment Options: Another way to optimize the checkout process is to offer various payment options. By accepting multiple forms of payment, businesses can make it easier for customers to complete their purchases and reduce the likelihood of abandoned carts.

Providing Clear and Detailed Information About Shipping and Returns: Providing clear and detailed information about shipping and returns can also help to reduce abandoned carts. Businesses can increase customer confidence and reduce the likelihood of abandoned carts by giving customers a clear understanding of the shipping options and the returns process.

Optimizing the checkout process is a key step in reducing abandoned carts and increasing revenue. By streamlining the process, offering various payment options, and providing clear and detailed information about shipping and returns, businesses can improve the customer experience and increase the likelihood of a completed purchase.

Part 5: Measuring and Analyzing the Results

The checkout process is a critical stage of the customer journey and contributes to the abandonment of shopping carts. An unclear or complex checkout process can cause customers to leave their carts and seek a better experience elsewhere. By optimizing the checkout, e-commerce businesses can decrease the number of abandoned carts and increase the chances of making a purchase.

Making the Checkout Process Effortless: One strategy to optimize the process is to simplify it as much as possible. This could include reducing the number of steps in the process, eliminating unnecessary fields, and ensuring the process is as straightforward as possible.

Providing Multiple Payment Options: Another way to enhance the checkout process is by providing various payment options. By accepting multiple forms of payment, businesses can make it easier for customers to complete their purchases and decrease the likelihood of abandoned carts.

Supplying Clear and Comprehensive Information About Shipping and Returns: Offering clear and comprehensive information about shipping and returns can also help to decrease abandoned carts. Businesses can boost customer confidence and reduce the likelihood of abandoned carts by giving customers a clear understanding of the shipping options and the returns process.

Optimizing the checkout process is vital in reducing abandoned cart rates and increasing sales. By streamlining the process, providing multiple payment options, and supplying clear and comprehensive information about shipping and returns, businesses can enhance the customer experience and increase the chances of a completed purchase.

In addition, sending an abandoned cart email can also help engage in abandoned cart recovery. Suppose a shopper abandons their cart without completing the purchase. In that case, the online store can automatically send an email to the customer's email address reminding them of the items left in their cart.

This first email can be followed up with additional email campaigns, including offering a discount coupon to incentivize the customer to complete the purchase. By collecting the email addresses of shoppers who have abandoned their carts, businesses can help increase their recovery rate and decrease their high cart abandonment rate.

In conclusion, cart abandonment is a major issue for e-commerce businesses and represents a significant opportunity for them to increase revenue. By understanding the problem, identifying the factors behind cart abandonment, and implementing a comprehensive cart recovery strategy, businesses can reduce their cart abandonment rate and bring more sales to the table.

By utilizing abandoned cart recovery tactics like sending personalized follow-up emails and push notifications, offering coupon codes, and providing clear information on the checkout process, businesses can boost their recovery rate and continuously improve their efforts. It's also crucial to measure and analyze the results, as it allows you to fine-tune your strategy and maximize your chances of success.

Additionally, by considering the email content, subject line, and send times, businesses can make sure that the follow-up emails are effective and reach the customer's inbox. To recover your abandoned carts, sending timely reminders to your customers is one of the best ways.

Streamline Your Bid Management Process: How A Bid Manager And Tender Management Software Can Help You Win More Business!

contact@backgroundmarketing.co.uk (Terrence Kent) — Mon, 23 Jan 2023 15:55:36 GMT

Revolutionize Your Bid Management Process with a Bid Manager and Tender Management Software

Introduction to Bid Management and Optimization

Welcome to the bid management and optimization world, a powerful strategy for scaling and optimizing your ad spend. As a business owner or marketer, you already know how important it is to make the most of your advertising budget. But with so many options available, it cannot be easy to know where to start. That's where bid optimization comes in.

Bid planning and optimization allow you to adjust bids on advertising platforms like Google Ads, Facebook, and Bing. It involves setting goals and objectives, choosing the right tools and platforms, implementing a strategy, and continually monitoring and analyzing results. Using a range of bid optimization techniques, you can increase your ad spending return on investment (ROI), improve targeting and reach the right audience, and ultimately grow your business.

This guide will take a deeper look at the role of a bid manager and show you how to make the most of your advertising budget. We'll cover the key concepts and terminology, like bid, CPC, and CPA, and explain how competitive management works. We'll also show you how to set goals and objectives, choose the right tools and platforms, and implement a strategy to help you achieve your desired results.

It's been said, "Set a goal to achieve something that is so big, so exhilarating that it excites you and scares you at the same time."

The same can be applied to your optimization strategy, set a big and ambitious goal, and with the right approach, tools and hard work, you will be able to achieve it.

Understanding the Basics of the Bid Management Process and Optimization

To effectively implement and enhance the bid strategy, it's important to have a solid understanding of the key concepts and terminology.

Bid: A bid is the amount of money you are willing to pay for a particular advertising placement. The bid is usually expressed in terms of cost per click (CPC) or cost per action (CPA). Bids can be adjusted on an ongoing basis to help you achieve your desired results.

Cost per Click (CPC): CPC is a pricing model used in online advertising, where the advertiser pays a fee each time a user clicks on one of their ads. Your bid for a particular ad placement will directly affect the CPC you will pay.

Cost per Action (CPA): CPA is a pricing model where the advertiser pays a fee each time a user completes a specific action, such as a purchase or a form submission. Like CPC, the bid you set for a particular ad placement will directly affect the CPA, you will pay.

Managing bids involves monitoring and adjusting bids to achieve the best possible results. This can include adjusting bids based on factors such as the target audience, the ad placement, and the time of day. By understanding the basics of managing multiple bids, your organisation can make informed decisions about your ad spending and achieve your desired results.

It's also important to understand how your advertising platforms work. For example, Google Ads uses a system called Quality Score that considers factors such as ad relevance, landing page experience and the click-through rate to determine the position of your ad and the CPC you will pay. On the other hand, Facebook uses an auction system where the bids are compared to the predicted performance of the ad to determine the ad placements. Knowing how these platforms work will help you to make more informed decisions about your bids and achieve better results.

Another important aspect is the competition in the niche you are advertising. It's important to have a general idea of the CPC and CPA of your competitors, this way, you can adjust your bids accordingly.

Understanding how a bid is submitted is key to scaling and optimizing ad spending. By having a solid grasp of the key concepts and terminology, you'll be able to make informed decisions about your bids, achieve better results and stay ahead of the competition.

Setting Goals and Objectives

Before you begin implementing a bid strategy, it's important to set clear goals and objectives. This will help you to focus your efforts and measure the success of your strategy.

When setting goals, it's important to be specific and measurable. For example, instead of setting a goal to "increase website traffic," set a goal to "increase website traffic by 20% within the next quarter." Additionally, set a goal to increase the conversion rate by 10%. This way, you'll be able to track your progress and see if you're on track to achieve your goals.

It's also important to identify key performance indicators (KPIs) that will help you measure your optimisation efforts' success. These may include click-through rate (CTR), conversion rate, and return on investment (ROI). By regularly monitoring these KPIs, you'll be able to see if your strategy is working and make adjustments as needed.

Setting goals and objectives and identifying KPIs will help you focus your efforts, stay on track and measure the success of your bid planning

. As Brian Tracy says "set specific, measurable and achievable goals, and then work to achieve them." This way, you can measure your progress, stay motivated and adjust your strategy as needed to achieve the desired results.

Streamline Your Bid Writing Process: How Bid Management Tools and a Bid Manager Can Help You Manage Tenders and Win More Business

To effectively implement an optimisation strategy, it's important to choose the right tools and platforms. Several bid planning tools are available, each with its own features and capabilities. It's important to choose a tool that is well-suited to your business and will help you achieve your desired results.

Google Ads and Bing Ads are two popular platforms for planning and execution. Both platforms offer a wide range of features, including the ability to set and adjust bids, track performance metrics, and create and manage ad groups. They also allow you to target specific audiences and optimize your bids for specific devices and geographic locations.

Facebook Ads and Instagram Ads are popular platforms for planning and execution. These platforms allow you to set and adjust bids, track performance metrics, and create and manage ad groups. Additionally, they allow you to create targeted ads, reach specific audiences and optimize your bids for specific devices and geographic locations.

Another popular bid tool is Optmyzr, it offers a wide range of features, such as bid management, budget optimization, and search term analysis. It also automates many aspects of bid management, such as bid adjustments and keyword research.

When choosing a tool, it's important to consider the cost, the most important features, and the level of support and available resources. It's also important to consider the tool's integration with the platforms you are advertising, this way, you can use automation and optimize your bid execution efforts and achieve better results.

Choosing the right tools and platforms for bid planning is important in scaling and optimizing your ad spend. By choosing the right tools, you'll be able to effectively optimize your bids, track performance metrics, and achieve your desired results.

Implementing a Bid Management and Optimization Strategy

Once you have set your goals, identified your KPIs, and chosen the right tools and platforms, it's time to implement your strategy. This process can be broken down into several steps:

Setting up and configuring campaigns and ad groups: This step involves creating campaigns and ad groups on the chosen platforms and configuring them to align with your goals and objectives. This may include setting budgets, targeting specific audiences, and choosing the right ad formats.

Monitoring and adjusting bids regularly: This step involves regularly monitoring the performance of your campaigns and ad groups and adjusting bids as needed. This may include increasing bids for high-performing ad groups and decreasing bids for underperforming ad groups. It's important to be flexible and make adjustments based on the results.

Implementing a bid execution strategy is a continuous process, and it's important to be patient, as it can take some time to see the results. However, by following these steps, you'll be able to effectively optimize your bids, track performance metrics, and achieve your desired results.

Additionally, it is important to test and experiment with different ad formats, targeting options, and messaging, this way, you can see what is working and what is not. This will help you to optimize your strategy and improve your results over time. As Brian Tracy says, "Successful people always seek opportunities to help others. Unsuccessful people are always asking, 'What's in it for me?'" The same can be applied to your bid strategy, always be looking for opportunities to improve and optimize your strategy to help your business grow.

Measuring and Analyzing Results

Measuring and analyzing the results of your bid strategy is essential in determining its effectiveness and making adjustments as needed. This process involves analyzing data and metrics to evaluate the success of your campaigns and ad groups and identifying areas for improvement.

To measure and analyze the results, you will need to track and review performance metrics such as click-through rate (CTR), conversion rate, return on investment (ROI) and revenue generated by the campaign. These metrics will provide insight into how well your campaigns and ad groups are performing and whether or not they are meeting your goals and objectives.

You will also need to analyze the data to identify patterns and trends in the performance of your campaigns and ad groups. This will help you to understand which elements of your strategy are working well and which are not. You can then use this information to adjust your strategy, such as optimizing ad copy, targeting specific audiences, or adjusting bids.

One of the best ways to measure and analyze the results is by using tools like Google Analytics, it will provide you with detailed information about your website traffic, conversion rates, and other important metrics. Additionally, you can use A/B testing to compare different versions of your ad copy, targeting options and messaging, this way, you can identify what works best and optimize your strategy accordingly.

Measuring and analyzing the results is a critical step in bid and optimization. By regularly monitoring performance metrics, analyzing data and making adjustments as needed, you'll be able to optimize your strategy and achieve better results. As Brian Tracy says, "Measurement and analysis are the keys to success in any field."

Staying Up-to-date and Future Developments

The digital marketing industry is fast-paced and constantly evolving, and bid optimization is no exception. To be successful, it's important to stay informed about the latest trends and advancements in the field and to continuously improve your tender management strategies to keep them relevant and effective.

One important aspect is using Artificial Intelligence and Machine Learning in tender management and optimization. These technologies can help you to automate and optimize your bid execution efforts, allowing you to achieve better results with less effort.

Another important aspect to consider is the use of automation in bid planning, this way, you can optimize your bids and increase your chances of success. Automation also allows you to adjust your bids in real-time, based on the performance of your campaigns and ad groups.

Additionally, it is important to keep up with the changes in the advertising platforms, as they are constantly changing their policies and features. You can optimize your tender management strategies accordingly by staying informed about these changes.

In conclusion, bid management and optimization are powerful strategies for scaling and optimizing ad spend. But to be successful, it's important to stay informed about the latest trends and advancements in the field and continuously improve your bid planning.

By staying up-to-date, you'll be able to optimize your bids and achieve better results, which will help you to grow your business. Utilise management software, use automation for bid writing, create a winning bid, and outsource bid execution services to a professional team.

A bid manager is a key role in any construction tender management, they are responsible for overseeing the entire bidding process, whilst managing a team of bid writers, to create a bid that will win public or private sector contracts. A bid manager should also be able to communicate with senior management and control compliance with the company's core values and the industry's standards.

They should also be able to tailor their management tools to the company's specific needs, be it microbusinesses or large enterprises. By using a third-party service for bid planning, you can save time, and resources and ensure compliance with the deadline.

A bid manager can work closely with your sales team, coordinate with multiple suppliers, and select the best-suited contributors for the bid, based on their knowledge and specific information, to create the best fit for the company.

This way, you can monitor the end-to-end pipeline of the bidding process and secure new business, whilst running smoothly and managing your workload. By outsourcing bid planning , you can focus on the strategic direction of your business development and growth, and increase your earnings per annum.

Meta Tags and Titles: Crafting Compelling Headlines that Get Results

Tue, 17 Jan 2023 23:46:37 GMT

Learn How to Craft Compelling Headlines that Drive Results With Meta Tags

If you’ve spent any time looking at your site’s performance, you’ll know that getting onto page one is only half the battle. The real challenge?

Actually getting someone to click.

That’s where your meta tags and titles come in. Think of them as your digital storefront—if they look cluttered or boring, people are just going to walk (or scroll) right past.

What are Meta Tags and Titles?

In plain English, meta tags and titles are snippets of code that tell search engines—and potential visitors—exactly what a page is about. They don’t usually appear on the page itself, but they show up in the search results.

The Title Tag: This is the big blue link you see in Google. It’s the first thing people read, so it needs to be spot on.
The Meta Description: This is the short paragraph tucked underneath the title. It’s your elevator pitch—you’ve got about 155 characters to convince someone that your link is the answer to their problems.

Why Do They Matter for Your SEO?

Google isn’t just looking at keywords anymore; it’s looking at user behaviour.

If your page ranks well but nobody clicks, Google starts to think your content isn't relevant, and you’ll find yourself sliding down the rankings.

Properly optimised meta tags do two things: they help search bots "read" your site, and they drive up your Click-Through Rate (CTR). A high CTR signals to Google that your content is top-tier, helping keep you firmly indexed and visible.

How to Craft Titles That Actually Convert

Writing a title isn’t just about stuffing in a keyword and calling it a day. You need to balance what the algorithm wants with what a human actually wants to read.

Front-load your keywords: Put the most important info first.
Keep it snappy: Aim for under 60 characters so Google doesn't chop your title off mid-sentence.
Sell the benefit: Don’t just say what the page is; say why it matters. Instead of "SEO Tips," try "5 SEO Tips to Double Your Traffic in 2030."
Make sure the title and content match : Clickbait just pisses people off, and it's unprofessional.

Creating Headlines That Grab Attention

Your H1 (the main headline on your page) needs to work in harmony with your meta title. When someone clicks through, they want to feel like they’ve landed in the right place immediately.

To make your headlines pop, try using "Power Words"—terms like Proven, Essential, or Instant. Use numbers where you can (lists are always a winner) and don’t be afraid to address the reader directly. You want them to feel like you’re solving their specific "pain point."

Don’t Forget the Meta Description

While the meta description isn’t a direct ranking factor, it’s a massive conversion factor. If your description is generic, you’re leaving money on the table.

Treat this space like a mini-advert. Use a clear Call to Action (CTA) like "Read more," "Get the guide," or "Find out how." Make it punchy, make it relevant, and make it impossible not to click.

Getting the Best Results

Nailing your meta tags and titles is one of the quickest wins in digital marketing. It’s the difference between being a ghost on page two and being the go-to authority in your niche. Keep your structure clean, your keywords relevant, and your tone human.

Need a hand getting your site to perform? If your content is "Crawled - currently not indexed" or you’re just not seeing the traffic you deserve, we can help. At Background Marketing, we specialise in getting businesses noticed by the right people.

Contact us today for a free SEO audit and let’s get your rankings moving.

Mastering the Art of Email List Building and Management: Tips and Tricks

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 17 Jan 2023 22:23:14 GMT

Unlock the Secrets to Skyrocketing Your Email List: Proven Tips and Tricks for Building and Managing Your Subscriber Base

Email list building and management are crucial skills in today’s business world.

To be successful, it’s important to understand how email lists work and how to build, manage, and grow them effectively.

To help you get started, here are some tips and tricks for mastering the art of email list building and management.

Create Relevant Content

Creating relevant content for your email list is essential for success. It’s important to create content that appeals to your audience's interests, so they stay engaged with your messages.

This can include blog posts, videos, images, infographics… whatever will best inform or entertain your subscribers.

Additionally, using quality keywords in titles and descriptions can help draw more people into your list.

Set Realistic Goals

Having realistic goals for your email list is essential for success.

Before creating new campaigns or launching a program, ensure you have defined goals.

Ask yourself, "What do I hope to achieve with my email list?” “How many leads do I need?” “How often should I send out messages?”

Once you’ve set realistic goals for yourself, you can start implementing actionable plans that will help you reach those goals.

Optimize Your Email Lists

Managing an email list can be time-consuming if done incorrectly.

That’s why optimising it by removing outdated contacts or segmenting different audiences based on their interests and preferences is important.

Additionally, use automation tools to automate mundane tasks, such as sending out welcome emails or thank-you notes after purchase, so you don't have to type each one out manually.

And remember: always keep track of who's on your lists to know which actions are working (or not).

Analyze Results Regularly

No matter how well-optimized your email list is, it won't succeed unless you can analyze results regularly.

Keep track of things like open and click-through rates to know if something isn't working with a specific campaign or message template.

Additionally, use A/B testing whenever possible—this allows you to compare different variations of the same message to determine which one works best for each audience segment based on actual evidence instead of gut instinct alone.

Test Delivery Schedules

Finally, testing delivery schedules will help ensure that your messages arrive at the right time when their recipients are most likely to read them—which can make all the difference when trying to boost response rates from potential customers!

Try out different delivery times throughout the day until you find what works best for each group on your list; this may require experimenting with multiple days or weeks before determining a winner schedule, but it'll be worth it in the end when boosts occur in engagement levels across all groups!

Utilize Automation Tools and Services

Automation tools and services can be a major time saver and help you take your email list-building to the next level.

With the right email automation software , you can easily automate sending welcome emails, thank-you emails, subscription reminders, and other routine messages that need to be done manually.

Additionally, many providers offer advanced features such as segmentation and tracking analytics so you can quickly determine which campaigns are working best for each group of subscribers on your list.

Integrate Social Media

Social media is incredibly powerful for reaching potential customers who may not already be subscribed to your email list.

Integrating social media with your email marketing efforts will enhance visibility and open up new opportunities for growing your subscriber base.

For example, create a dedicated hashtag or social profile to link to signup forms on your website or send direct links to existing subscribers using the “share” button in the appropriate social media accounts.

Monitor Industry Trends

It’s important to stay on top of industry trends regarding email list building and management.

Things like new social media platforms, emerging technologies, and changing algorithms can significantly affect how successfully you leverage your email lists.

Keep an eye out for interesting developments within the field and use them as opportunities to potentially tweak or even overhaul the way you approach managing your lists!

In conclusion, mastering the art of email list building and management is essential in today's ever-changing business landscape.

It’s important to understand how email lists work and use best practices such as creating relevant content, setting realistic goals, optimizing your list, regularly analyzing results, testing delivery schedules, utilizing automation tools, integrating social media, and monitoring industry trends.

With the correct application of these techniques and strategies, you can build thriving email lists that provide measurable returns for your business.

Accelerate Your Mobile Pages with AMP

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 10 Jan 2023 14:45:32 GMT

The Key to Faster Mobile Pages: Implementing AMP

What Are Accelerated Mobile Pages (AMP)?

Accelerated Mobile Pages (AMP) is an open-source framework created by Google that allows web developers to create fast, responsive, and clean websites optimized for mobile performance.

AMP works by stripping down all the extra code and server requests associated with a website to produce a simpler version of the page that loads quickly on mobile devices.

This makes it easier for users to access content on their phones and tablets without having to worry about slow loading times or areas of the page not working properly.

AMP also offers other features like analytics tracking and support for advertising as well as additional technical features, making it a great option for developers looking to improve their website performance and user experience on mobile devices.

Benefits of Implementing AMP On Your Website

When it comes to mobile performance, AMP offers several advantages over other solutions on the market.

These benefits include faster loading times and improved user experience, increased website visibility in organic search engine results, and more control over analytics tracking and advertising.

Faster Loading Times: One of the biggest benefits of using AMP is its ability to load webpages quickly regardless of a user's device or connection speed.

Because all the unnecessary code is stripped away from your page, this leaves a lightweight version that can be accessed almost instantaneously by visitors no matter where they are located.

This enables website owners to provide users with a smooth and reliable experience while providing their content efficiently.

Improved User Experience: Not only does AMP provide quick loading times but it also offers a much cleaner look for your site that can help boost engagement levels.

By removing extra elements from your page such as complicated navigation menus or intrusive ads, users are able to have an uninterrupted viewing experience which helps encourage them to stay longer and interact more frequently with your content.

Increased Visibility in Organic Search Results: Another great benefit of using AMP is that it can help improve your visibility in organic search engine results.

By creating lightweight pages that are optimized for mobile devices, this boosts the likelihood that your content will appear higher up in web searches made by potential customers or readers.

This means you’ll be able to reach more people who might otherwise not come across your website or blog posts while increasing overall traffic levels as well.

Technical Features of AMP

When it comes to technical features, AMP offers a number of key advantages for website owners. These include the following:

Server Administration: Server administration is simplified with AMP as all unnecessary code and requests are stripped away, allowing for a speedier performance. The framework also ensures static resources like CSS and JavaScript are loaded efficiently making for faster loading times.

Analytics Tracking & Advertising Support: AMP provides support for both analytics tracking and advertisements without sacrificing overall performance.

This allows website owners to monitor their audience size and engagement levels easily while still being able to generate revenue through advertising campaigns on their page.

Security & Reliability: Lastly, AMP also offers great security and reliability features that help protect your website from external threats as well as ensure visitors’ information is safe.

This can be beneficial not only in terms of protecting your content but also providing users with peace of mind when accessing your pages.

What Resources Are Needed to Implement AMP?

Even though AMP provides many great technical benefits, there are still certain resources needed in order to implement it on your website. These include the following:

Technical Knowledge: Depending on the complexity of your website, some technical knowledge might be required in order to set up and optimize your AMP pages. This includes understanding basic HTML/CSS coding as well as other web development frameworks like JavaScript.

Web Hosting & Maintenance Services: You will also need a reliable web hosting service provider who can take care of all the necessary updates and maintenance for your website on an ongoing basis. Some providers offer pre-made templates with an AMP platform already installed making it easier for users to get started.

Time & Patience: Lastly, you should also be prepared to invest both time and patience into making sure everything is properly configured before launching your pages live.

This involves testing each page thoroughly for bugs or errors before releasing them publically in order to provide visitors with the best possible experience.

Benefits of Using AMP

Having an AMP-optimized website can provide a number of key benefits to website owners. These include the following:

Improved Site Performance: With all the necessary technical optimizations and additional features, implementing AMP will result in a much faster loading website. This can help improve overall user experience, as well as possibly increasing your site’s ranking on search engine results pages (SERPs).

Reduced Bounce Rates & Increased Engagement Levels: As visitors are more likely to stay on an AMP optimized page due to its speed and performance, this can potentially lead to higher engagement levels from users and lower bounce rates than non-AMP websites.

Increased Visibility & Traffic From Mobile Devices: Finally, since AMP is designed for mobile devices, your website will be more visible to users searching through mobile browsers.

This can directly lead to increased traffic from mobile devices which could potentially translate into more revenue for your business.

In conclusion, AMP is a powerful and versatile platform that can help to optimize the performance of websites, particularly for mobile users. From improved loading speeds and reduced bounce rates to increased visibility and potentially higher revenue, implementing AMP into your website can provide numerous benefits for any business.

Latest Digital Marketing Trends

Mon, 04 Jul 2022 13:26:32 GMT

Latest Digital Marketing Trends Small Business Owners Should Be Aware Of?

The digital landscape in the UK has shifted. If you are still leaning on 2023 tactics, you are essentially shouting into a void. To get noticed today, you need to understand that the "old ways" of keyword stuffing and generic blog posts are dead. We are now in the era of hyper-personalisation and AI-driven discovery.

Staying ahead means more than just having a website. It is about creating a brand that feels human and responds to how people actually search. Whether you are a small business in Surrey or a national brand, these trends are the blueprint for your growth this year.

AI is Moving from Hype to Everyday Execution

We have all heard the chatter about AI for years, but 2026 is the year it actually grows up. It is no longer about just asking a chatbot to write a mediocre caption. Smart brands are using AI to handle the "grunt work" like data analysis and inventory forecasting, freeing up their team to focus on real creative strategy.

The real shift is in how consumers use AI. With tools like Gemini’s Nano Banana, people are creating visual queries and expecting "Generative Engine Optimisation" (GEO) to give them instant, authoritative answers. If your content isn't structured to be helpful for these AI-driven conversations, you simply won't show up. You can learn more about how to structure your site for these bots on our On-Page Optimisation guide.

The Rise of Present Wellbeing and "Joyful" Marketing

In a world that feels a bit chaotic, British consumers are moving away from long-term "someday" goals. Instead, they are prioritising immediate rewards and experiences that make them feel good right now. This is a massive shift for your marketing strategy.

Instead of selling a distant result, focus on the immediate win. Think about how your service provides a "pocket of joy" or a sense of progress today. Brands that celebrate small milestones and offer instant gratification are winning the loyalty race. It’s about being a reliable, human partner in your customer's daily life.

Video is No Longer Optional for Engagement

If you aren't using video, you are leaving money on the table. But here is the catch: it has to be authentic. The polished, over-produced corporate videos of the past are being ignored in favour of "lo-fi" content that feels real and relatable.

Short-form video continues to dominate, but we are also seeing a huge spike in video integration within other channels. For instance, knowing how to incorporate video into email marketing can boost your click-through rates by nearly 100%. People want to see the faces behind the business before they commit to a purchase.

Data Privacy and the Death of the Cookie

We have been talking about the "cookieless future" for ages, but the reality has finally hit. Privacy-first marketing is the only way forward. In 2026, UK businesses must rely on first-party data (the info your customers give you directly) rather than tracking them across the web like a digital shadow.

This means building trust is your number one priority. Transparency about how you use data isn't just a legal requirement; it's a competitive advantage. When people trust your brand, they are happy to share their details in exchange for a personalised experience. If your current strategy feels a bit shaky, a solid Strategic Roadmap can help you pivot to a privacy-first model without losing your lead flow.

Using your own data gives you a much clearer picture of who your customers are. It’s more accurate, it’s up to date, and it allows you to fine-tune your marketing. If you want to provide a better experience and stay ahead of the competition, focusing on your own data is the way forward.

Voice search

With Siri and Alexa becoming part of the furniture, more people than ever are using voice search to find what they need. If you want your website to show up when someone asks their phone a question, you need to optimize for it. First, your site has to be mobile-friendly, as most voice searches happen on the move.

Second, use natural language. People don't talk like they type. Instead of searching for "shoes," they’ll ask, "Where can I find some decent running shoes nearby?" Keep your content fresh and answer these long-tail questions directly to make sure you stay easy to find.

Chatbots / Conversational Marketing

We’ve all been there: stuck in a phone menu loop trying to reach a human. It’s a nightmare. Chatbots are the solution to that frustration. These bits of software can mimic human chat to answer questions or provide support 24/7, which is a massive win for any small business.

Conversational marketing uses these bots to engage leads right away. By starting a chat, you can learn what a customer needs and give them a personalized recommendation on the spot. It’s still a relatively new approach, but it’s already changing how we do business.

Influencer marketing

Connecting with people who have a solid following is still a top-tier way to reach a new audience. Influencer marketing lets you tap into an established community that already trusts the person they are following. It’s a shortcut to getting your message out there.

The key is to work with people who actually align with your brand. There is no point reaching a million people if none of them are your target market. With a bit of careful planning, it’s a cracking way to boost your reach.

Programmatic Advertising

Programmatic advertising is a growing trend that lets you automate the buying and selling of ad space. It means you can target very specific audiences with ads that are actually relevant to them, rather than just casting a wide net and hoping for the best.

Because it’s automated, you often get better rates and much better conversion levels. It is an efficient way to spend your marketing budget, and it’s only going to get more popular in the next few years.

Visual Search

Visual search is one of the coolest trends around. With so much noise online, brands need a way to stand out, and high-quality visuals are the way to do it. Instead of just relying on a block of text, you can use images and videos to grab someone’s eye.

Studies show we remember images much better than text. If you want to reach a fresh audience, visual search is definitely worth a look. It is a trend that isn’t going anywhere.

Push Notifications

If you want a direct line to your customers, look no further than push notifications. They are a brilliant way to announce a new product or a flash sale directly to someone’s device.

They are easy to set up and, importantly, they are GDPR-compliant, so you’re staying on the right side of the law. If you aren’t using them yet, you’re leaving money on the table. Get started today and see the difference they make.

Interactive Content

People are tired of being talked at by brands. They want to be involved. That’s why interactive content like quizzes, polls, and games is doing so well. It encourages people to actually take part rather than just scrolling past.

When you engage someone like this, you create a much stronger connection. It’s a vital tool for any marketer who wants to cut through the noise and stay ahead of the curve.

Omnichannel Marketing

Omnichannel marketing is all about giving your customers a consistent experience, whether they’re browsing on their phone, chatting on social media, or walking into a shop. It’s a cross-channel strategy that puts the user first.

Most people use multiple devices before they actually buy anything, so you need to be everywhere they are. The trick is to keep your messaging the same across all platforms. It takes a bit of work, but it is the best way to build long-term relationships with your audience.

Website Security

Online security is a big deal. If your site gets compromised, it isn't just a headache: it can cause serious financial damage. There are a few easy wins here, like keeping your software updated to stop hackers from finding an easy way in.

Use strong, unique passwords and turn on two-factor authentication whenever you can. It adds that extra layer of protection that every business needs. Protecting your patch is essential in the digital age.

Digital Job Market

The digital world changes so fast that we all have to keep upskilling just to stay relevant. It can feel like a full-time job in itself, but it is the only way to remain competitive.

Whether it’s following the news or attending the odd conference, staying informed is key. The most important thing is to never stop learning. If you keep your skills sharp, you’ll always stand out from the crowd.

Marketing Automation

You know that feeling when everything just works perfectly? That is what marketing automation feels like. It’s like a well-oiled machine that handles the boring, repetitive tasks so you can focus on the big picture.

From segmenting leads to running your email marketing campaigns, automation makes life easier and your business more successful. It is the best way to scale up without losing that personal touch that your customers love.

Digital marketing is a non-negotiable for small businesses. It lets you reach more people for less money than the old-school methods ever could. There are plenty of options out there, so you can pick the ones that suit your goals. Just remember to keep learning and stay on top of the latest trends to keep your edge.

By following these tips, you’re setting your business up for some serious success in the digital age. Cheers to that.

Best Email Marketing Software For Your Business

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 28 Jun 2022 10:41:23 GMT

Best Email Marketing Software For Your Business

There are many different email platforms available to businesses of all sizes. Choosing the best one for your business can be a daunting task, but with the right information, it can be easy to make the right decision. This article will look at some of the best email platforms for small businesses and why they might be the right choice.

What to Look for in a Good Email Marketing Tool?

Many different email marketing tools are available to small business owners, but with so many options and features, it can be challenging to know which is the best. One thing you should look for when choosing an email platform for your business is a user interface that is easy to use. You will want an intuitive program with a clean, easy-to-navigate interface. You also need a simple tool to set up and use, which allows you to get up and running quickly. You should also look for a tool with various features, so you can customize your messages and keep your business on top of the latest news. Another thing to consider is the cost of the tool. You want to be able to afford the best tool, but you also don't want to spend more than you have to.

When considering which is the best email marketing software and which is right for your small business, you should consider all these things and decide which one will be most beneficial for your business.

MailChimp

Mailchimp is a marketing automation platform with a wide range of features, including email marketing, marketing automation, and various integrations. It's designed primarily for small businesses and offers a free plan for up to 2,000 subscribers, and paid plans start at $30/month. Mailchimp also has an excellent reputation for customer service.

One of the most significant benefits of using Mailchimp is that it's easy to get started, and you can create an account and create campaigns within minutes. Mailchimp also has a wide range of templates and integrations that make it easy to get started with marketing automation.

Mailchimp also offers some great email marketing features for small businesses, including the ability to send automated emails based on customer behaviour, create surveys and polls, and track the success of your campaigns.

If there are any negatives to Mailchimp they would probably be the fact that the paid plans get expensive, and that there is no support available for the free plan.

Pricing

2,000 contacts: $0/mo

2,500: $30.99/mo

10,000: $78.99/mo

30,000: $230/mo

50,000: $270/mo

AWeber

Aweber is an email marketing service that allows you to create and send newsletters, autoresponders, and other email campaigns. It has a wide range of features, including creating sign-up forms, managing subscribers, and tracking your campaigns' success.

The benefits of Aweber for small businesses include the ability to easily create and send newsletters and other email campaigns, as well as track the success of your campaigns. Aweber also has a wide range of features, including creating sign-up forms and managing subscribers.

One are where Aweber excels is with the addition of browser push notifications. If you aren't sure what web push notifications are, I'll create another post later, but it's worth considering adding this to your marketing mix.

The cost of Aweber ranges from $0/month to $96/month, depending on the number of subscribers you have. One downside of Aweber is that it can be expensive for businesses with large subscriber lists. As well they have been know to have deliverability issues, and editor bugs in the past.

Pricing

500 contacts: $0/mo

500 contacts: $19.99/mo

2,500: $29.99/mo

5,000: $49.99/mo

10,000: $69.99/mo

25,000.: $69.99/mo

GetResponse

GetResponse is an email marketing service provider. It offers a suite of features for creating and delivering email newsletters, managing subscriber lists, tracking campaign performance, and analyzing data. Additionally, GetResponse offers autoresponders, which allow businesses to send automated replies to incoming emails.

One of the benefits of using GetResponse for small businesses is that it is affordable. The cost starts at $19/month for up to 1,000 subscribers. Additionally, there are no contracts or setup fees.

Another benefit of using GetResponse is its wide range of features. These include the ability to create sign-up forms, track email marketing campaign performance, A/B test campaigns, and create autoresponders. These features make it easy to create and track email campaigns, improving small businesses' return on investment (ROI).

My negative is email deliverability isn't the best and it's rather costly if you wish to take advantage of automations.

Pricing

1,000 cont: $19/mo

2,500: $29/mo

5,000: $54/mo

10,000: $79/mo

50,000: $299/mo

ConvertKit

ConvertKit is a platform for email marketing and automation. It has several beneficial features for small businesses, including creating opt-in forms, tracking subscribers, automating email sequences, and more. The cost is free for up to 1,000 subscribers.

There are some cons to using ConvertKit, such as its lack of social media integrations, limited reporting capabilities and extremely poor design options. However, it is an excellent tool for small businesses looking to grow their email lists and automate their marketing efforts.

Pricing

1,000 cont.: $0/mo

300: $15/mo

1,000: $29/mo

3,000: $49/mo

5,000: $79/mo

10,000: $119/mo

25,000: $199/mo

Campaign Monitor

Campaign Monitor is a web-based email marketing tool that helps small businesses create, send, and track email campaigns. Campaign Monitor offers a wide range of features, including creating custom email templates, tracking campaign results, and segmenting subscribers.

Campaign Monitor also provides some benefits for small businesses, including low costs and easy-to-use software. However, Campaign Monitor has a few cons, including limited email marketing automation features and a lack of social media integrations.

Pricing

Basic at $9.00 per month.

Unlimited at $29.00 per month.

Premier at $149.00 per month.

Sendinblue

Sendinblue is a cloud-based email marketing platform that enables users to send newsletters, promotions and other email campaigns. The email marketing software offers many features, including automated email marketing, A/B testing, contact management, and triggered emails. Sendinblue also offers integrations with popular platforms such as WordPress, Shopify and Magento. They also offer a live chat option making this a very multifunctional platform.

One of the benefits of Sendinblue is that it's affordable for small businesses. The cost starts at $0 per month for up to 300 emails per day. Several integrations also make it easy to connect Sendinblue with other platforms used by small businesses.

However, there are a few drawbacks to using Sendinblue. One is that the platform can be challenging for those not experienced in email marketing. Also the email drag and drop email builder is not great, and their templates are a bit out of date.

Pricing

300 emails/day: $0/mo

40,000 emails: $25/mo

60,000: $45/mo

120,000: $65/mo

Omnisend

Omnisend is a marketing automation platform that helps small businesses grow their subscriber lists, send targeted campaigns, and measure the results. Omnisend offers many features, including automated email sequences, landing pages, and forms. Plus, Omnisend integrates with popular eCommerce platforms like Shopify and Magento.

The benefits of using Omnisend include:

-Growing your subscriber list: With Omnisend's opt-in forms and landing pages, you can quickly grow your subscriber list.

-Targeted campaigns: Send targeted email campaigns based on buyers' behaviours and preferences.

-Measure results: Track the success of your campaigns with Omnisend's real-time reporting tools.

-Push Notifications are available, making this a great ecommerce retargeting tool for new and old products.

On the downside, the lower free sending limits means you are forced into a paid plan sooner than you probably need. Also, this tool is made for ecommerce, so if you don't have an online store, creating automations can be a bit tricky.

Pricing

500 emails to 250 contacts: $0

2,000 contacts: $30/mo

5,000: $65/mo

10,000: $115/mo

50,000: $330/mo

EmailOctopus

EmailOctopus is a cloud-based email marketing service for small businesses. It has automated email marketing, list segmentation, and triggered emails. EmailOctopus also integrates with other services like Google Sheets, Shopify, and Zapier. This allows users to manage their email marketing campaigns without leaving their workflow. EmailOctopus offers a free plan for up to 2,500 subscribers with limited email marketing features.

The benefits of using EmailOctopus include increased customer engagement, improved customer retention rates, and more sales opportunities. EmailOctopus also integrates well with other services, making it easy for small businesses to use.

The biggest feedback here is that there have been deliverability issues in the past, and the email builder is still not wonderful.

Pricing

2,500 subscribers / 10,000 emails: Free

5,000 subscribers / 50,000 emails: $24

Dri p

Drip is a marketing automation tool that helps small businesses to automate their marketing tasks. It offers a wide range of features like email marketing, lead nurturing, lead scoring and more. The benefits of using Drip for small businesses are:

1. It helps to nurture leads and convert them into customers.

2. It helps to automate email marketing tasks and save time.

3. It helps track the lead progress and measure the results.

4. There is no need for coding or programming skills.

5. A wide range of integrations is available with other tools like Salesforce marketing cloud, Shopify, WordPress etc.

6. Customer support is available via live chat, email and phone.

Without offering a free plan, you have to know that this is the right tool for you, so in most cases this will probably end up being an upgrade tool for those who have started with another platform. There aren't many email templates (7 by my count), which is a shame considering the cost, but it does give you the option to upload your own HTML templates, which I guess is good if you have the time.

Pricing

2,500: $39/mo

5,000: $89/mo

10,000: $154/mo

50,000: $699/mo

MailerLite

MailerLite is a web-based email marketing tool that allows businesses to create and send newsletters, announcements, and other email campaigns. MailerLite has many features that are beneficial for small businesses, including:

-A user-friendly interface that is easy to learn and use

-A wide variety of templates to choose from, or the ability to create your own designs

-Automated email campaigns that can be customized based on your needs

-The ability to track the success of your campaigns by viewing statistics such as open rates and click-through rates

-The ability to send up to 12,000 emails per month for free

A few minor drawbacks to using MailerLite include the lack of customer support beyond email contact and the fact that there are no email templates available in the free version. Also Analytics features could be better.

Pricing

1,000 contacts: $0/mo

2,500: $17/mo

5,000: $32/mo

10,000: $54/mo

15,000: $87/mo

Keap

Keap is a customer relationship management, CRM software that helps small businesses manage customer data, communications, and sales processes. Keap offers a variety of features and benefits for small businesses, including:

-A customizable interface that can be tailored to meet the specific needs of your business

-The ability to track customer interactions and sales processes, as well as generate reports on these data

-Integrated email marketing tools that allow you to create and send customized marketing campaigns to your customers

-The ability to manage your customer contacts database and keep track of customer purchase histories

-24/7 support from Keap's team of experts

Keap is subscription-based software, with pricing plans starting at $129/month. There are no long-term contracts or commitments, so you can cancel anytime.

Pricing

1500 contacts: $129/mo

2500 contacts: $199/mo

Constant Contact

Constant Contact is a web-based email marketing service that enables small businesses to create and send newsletters, announcements, and other email campaigns. It also allows companies to track the results of their campaigns so they can see how well they are performing.

Some of the features of Constant Contact include the ability to create custom templates, track email opens and clicks, and schedule emails to be sent later. There is also a library of images and fonts available for use in campaigns and various integrations with other online services.

The benefits of using Constant Contact include reaching a large number of people quickly and easily and tracking the results of campaigns so businesses can see how well they are performing.

The cost is also relatively high compared to other similar services and only provides basic automation features. Also their templates are a bit dated and could use a refresh.

Pricing

500 contacts: $9.99/mo

2,500: $45/mo

5,000: $65/mo

10,000: $95/mo

SendX

SendX is an email marketing tool that allows businesses to send out mass emails, track results, and improve their overall marketing strategy. It offers various features such as automated email sequences, customizable templates, A/B testing, and detailed reports.

Additionally, SendX is affordable and easy to use, making it a valuable tool for small businesses. However, there are some drawbacks to using SendX. For example, the software can be challenging to navigate for beginners, and it doesn't offer as many features as some of the more expensive options on the market.

Despite these shortcomings, SendX is still an excellent choice for small businesses looking to improve their email marketing strategy.

Pricing

1-1000 contacts: $7.14/mo

1,001 - 2,500: $14.99

2,501 - 5,000: $29.99/mo

5,001 - 10,000: $39.99/mo

10,000 - 15,000: $44.19/mo

SendPulse

SendPulse is an email marketing service that lets you send newsletters, automated emails, and transactional emails. You can also create contact forms and surveys and track the results.

Some of the features of SendPulse are:

-You can send newsletters, automated emails, and transactional emails.

-You can create contact forms and surveys and track the results.

-You can segment your lists by demographics, interests, or behaviour.

-You can use dynamic content to personalize your messages.

-You can target your messages to specific countries or regions.

The benefits of using SendPulse for small businesses are:

-It's affordable - the cost starts at just $10/month.

-There are no contracts - you can cancel at any time.

Pricing

Free plan - Less than 2500 subscribers,

up to 15000 email newsletters per month.

$9.85/month for 2,500 subscribers

$840/month for 500,000 subscribers.

HubSpot

Email marketing is a type of direct marketing that uses electronic mail to communicate commercial messages to an audience. HubSpot , email marketing software, is one of the many available tools you can use to create and send newsletters, announcements, and other types of email content. It offers some great features and benefits for small businesses, but there are also some cons to consider before investing in the tool.

The first thing to know about HubSpot email marketing is that it offers a wide range of features that can help you create and send beautiful emails. You can design custom templates, track email engagement metrics, and even A/B test your content to see what works best. HubSpot marketing hub integrates with other apps like Salesforce and Google Sheets, so you can easily keep your data in sync.

Overall, HubSpot email marketing provides a lot of value for small businesses. It's important to understand that Hubspot is not a standalone email marketing tool, and this is reflected in the pricing, it is a full marketing engagement tool, with email functionality. What makes this software elite is it's ability to track the buyers journey from beginning to end providing a truly authentic user experience. Omni-channel marketing is where Hubspot wins. This is a big budget tool for big budget teams, however depending on your product knowing the information provided buy this tool could be the difference between success and failure.

Pricing

2000 contacts: $800/mo

7,000: $1,025/mo

12,000: $1,249/mo

10,000: $1,474/mo

Moosend

Moosend is a web-based email marketing platform that allows users to create, send, and track email campaigns. It offers many features, including customizable templates, automated newsletters, A/B testing, and detailed analytics. Moosend also provides a suite of tools for small businesses, including automation features, CRM integrations, and subscription forms.

The platform is priced at $9/month for up to 500 subscribers, and no contracts or long-term commitments are required. Moosend has been praised for its user-friendly interface and robust set of features. However, some users have complained about the high price tag and limited customer support.

My only negative is that they replaced the free forever plan which was upto 1000 subscribers with a free trial. With that being said the pricing model scales up as your list grows and does make sense, so you never really pay for more than what you need.

Pricing

0 - 500 cont: $9/mo

501 - 1000: $16/mo

1,001 - 2000: $24/mo

2,001 - 3000: $32/mo

3,001 - 5000: $48/mo

5,001 - 8000: $60/mo

8,001 - 10,000: $88/mo

10,001 - 25,000: $160/mo

SendFox

SendFox is a tool that allows small businesses to send mass emails. This is what I call a no frills no nonsense tool. It has many features, including creating custom templates, tracking open rates and clicks, and scheduling emails to be sent later. Additionally, SendFox offers a free plan for small businesses with limited features and a paid plan with more features.

Using SendFox includes reaching a large audience quickly and easily, tracking email performance, and scheduling emails. Additionally, SendFox has a user-friendly interface that makes it easy to create custom templates and send mass emails.

The cost of using SendFox varies depending on the plan chosen. The free plan has limited features, while paid plans offer more features. If you are looking for a flashy email template, you won't really find that here.

What makes this software the best email marketing service is the fact that there is actually a lifetime account. Pay once and be done. This is a basic tool, that may not scale the way you want, but if you want to get started with a great tool that won't eat into monthly profits, this is probably the smartest way to scale.

Pricing

1,000 contacts: $0

5,000: $49/Lifetime

(+ $49 per extra 5k)

Pabbly Email Marketing

Pabbly is a Software as a Service (SaaS) email marketing platform that helps small businesses to send bulk emails, manage subscribers, track the results of their campaigns and grow their business.

The features of Pabbly are:

- Bulk email sending: With Pabbly, you can easily send bulk emails to your subscribers in just a few clicks.

- Subscriber management: You can easily add and manage your subscribers with Pabbly.

- Campaign tracking: You can track the results of your campaigns with Pabbly and see how they are performing.

- Automated reporting: Pabbly provides automated reports for your campaigns so that you can see how they are doing at a glance.

Pricing

5,000 contacts: $29/mo

15,000: $49/mo

50,000: $99/mo

100,000: $179/mo

200,000: $349/mo

iContact

iContact is a cloud-based marketing automation platform that enables small businesses to send targeted emails, track the success of their campaigns, and automate their marketing efforts.

Some of the features of iContact include:

-Easy drag-and-drop email builder creation tools

-A/B testing to help you determine which email campaigns are most successful

-Campaign reporting to help you track the progress of your campaigns and see what is working and what needs improvement

-Automated marketing tasks such as email triggered follow-ups and abandoned cart recovery emails

The benefits of using iContact for small businesses include:

-Increased customer engagement and loyalty

-Improved ROI on marketing spend

-Easier creation and execution of marketing campaigns

Pricing

500: $0/mo

1,500: $23/mo

2,500: $36/mo

5,000: $65/mo

10,000: $95/mo

15,000: $140/mo

25,000: $199/mo

35,000: $275/mo

50,000: $350/mo

Mailjet

Mailjet is a cloud-based email marketing platform with many features, making it an ideal solution for small businesses. Some of the benefits include:

-The ability to send large quantities of emails simultaneously without having to worry about server capacity or bandwidth limitations

-A user-friendly interface that makes creating and sending campaigns easy

-Real-time tracking and reporting that provides insights into campaign performance

-The ability to create custom opt-in forms and Landing Pages

The cost of Mailjet gets pretty pricey fast however to get started they do offer a free plan which allows you to send up to 6,000 emails per month. One downside is that no automation features are included in the standard pricing plan.

Pricing

6,000 emails: $0/mo

50,000: $35/mo

100,000: $95/mo

250,000: $225/mo

CleverReach

CleverReach is a comprehensive email marketing tool that helps small businesses to reach and engage customers with targeted messages. It has many features, including the ability to create and send newsletters, track response rates, and analyze data to improve marketing efforts.

CleverReach also offers a variety of templates and customizable options to make designing emails easy. Additionally, the software provides helpful reporting tools so businesses can track the success of their campaigns and see how customers interact with their content.

The cost isn't affordable at scale in comparison to others with the free plan only offering 250 contacts and then jumping to just $50/month, so you'll need to keep an eye on your budget with this tool. However, there are some cons to using CleverReach. It can be challenging to learn how to use all of the features, and there is limited customer support. Additionally, not all browsers support the software's interactive features.

Pricing

250 contacts: $0/mo

5,000: $50/mo

10,000: $89/mo

20,000: $134/mo

50,000: $249/mo

Benchmark Email

Benchmark email marketing is a service that allows users to send mass emails to a large number of recipients. It has various features, including creating custom templates, tracking results, and segment lists. Benchmark also offers a wide range of integrations, making connecting with other platforms and services easy.

Small businesses can benefit from Benchmark's low-cost and easy-to-use interface. The platform makes it possible to easily target specific customers or groups and track the success of campaigns. Additionally, Benchmark offers free training and support for users.

There are some potential downsides to using Benchmark email marketing. The service can be difficult for inexperienced users, and certain features (such as list segmentation) are unavailable without upgrading to a paid plan. However the biggest issue is the fact that storage is limited, and you have to pay for extra storage.

Pricing

Up to 250 emails: $0

500 cont.: $15/mo

1,000: $23/mo

2,500: $35/mo

7,500: $65.99/mo

15,000: $118/mo

50,000: $279/mo

Mailify

Mailify is an email marketing platform that enables small businesses to create and send newsletters, promotional emails, and other automated messages.

The platform offers a wide range of features, including creating custom email templates, tracking email opens and clicks, and segmenting lists by demographics or interests. Mailify also provides businesses with insights into the effectiveness of their campaigns.

For example, how many recipients unsubscribed or marked messages as spam. Mailify offers a free plan for companies with up to 2,000 subscribers, making it an affordable option for small businesses.

However, some users have reported that the platform can be challenging and that its customer service is not always reliable. The one thing to keep in mind is that this platform is priced based on sends, not subscribers, so of you aren't careful this software can get expensive quickly.

Pricing

5,000 emails: $69/mo

10,000: $99/mo

25,000: $139/mo

50,000: $179/mo

Campaigner

Campaigner is an email marketing platform that helps small businesses to communicate with their customers. It offers various features, including automated email marketing, contact management, and targeted campaigns.

Campaigner also provides real-time reports that help businesses track their campaigns' success and make necessary adjustments.

The cost of Campaigner starts at $50 per month, so not the most affordable for small businesses. Additionally, Campaigner offers a 30-day free trial so companies can try the platform before buying.

There are some cons to using Campaigner, such as its complex user interface and limited customer support. However, the pros of using Campaigner far outweigh the cons, making it a valuable tool for small businesses looking to grow their customer base.

Pricing

5,000 contacts: $59/mo

25,000: $179/mo

100,000: $649/mo

eCommerce Plans - Starting at $79.95

Automizy

Automizy is an email marketing tool that helps small businesses easily create and send newsletters, promotions and other types of email campaigns. It has many features, including automated email sequences, A/B testing, detailed reports and integrations with many popular platforms such as Shopify, WordPress and Google Analytics.

One of the key benefits of Automizy is its easy use. The interface is simple and intuitive, so even people not experienced in marketing can create sophisticated email campaigns.

The price for Automizy starts at $9 per month for up to 200 subscribers. This makes it affordable for small businesses, and discounts are available for larger subscriptions.

Automizy is one of the cheaper option compared to other email marketing tools.

Pricing

Up to 200 emails: $9

500: $18/mo

1,000: $29/mo

3,000: $49/mo

5,000: $69/mo

8,000: $99/mo

10,000: $119/mo

Mailigen (Campaigns By Pipedrive)

Mailigen (Campaigns By Pipedrive) is a cloud-based email marketing service that enables small businesses to create, send, and track email campaigns. Mailigen offers many features, including A/B testing, automated email marketing, list segmentation, and real-time reports.

Mailigen is an excellent tool for small businesses looking to grow their email lists and engage with customers. The wide range of features makes creating and sending targeted email campaigns easy.

Additionally, the real-time reports help businesses track the success of their campaigns and make necessary adjustments.

I always felt that Mailigen was trying to price itself out of the market, and now it's clear why. They will be sunsetting this tool later this year and moving over to Campaigns By Piedrive, a move to make the Pipedrive CRM a better overall tool. This issue you have with Pipedrive is that every feature is an add on, and an additional cost. If you are looking for a full CRM, or you already use Pipedrive, then this might be a no brainer for you, however if you only need an email management tool, this probably isn't right for you.

Pricing

Free 30-day Trial

Email Marketing Best Practices To Be Aware Of

Email Marketing is a great way to stay in touch with your customers and keep them up-to-date on your latest products or services. However, a few things to be aware of when sending out marketing emails. No matter what email marketing solution you use, there are some basics you always have to get right. Here are some email marketing best practices to keep in mind:

Make sure your email is mobile-friendly. More than half of all emails are now opened on a mobile device, so your email must look good on phones and tablets.
Keep your subject line short and catchy. The subject line is the first thing people will see, so make sure it catches their attention and makes them want to open the email.
Personalize the email as much as possible. People are more likely to respond to an email if they feel like it was sent specifically for them.
Keep your email short and to the point. People have a limited amount of time per day, so don't waste their time with unnecessary content or talking points they can get elsewhere.
Create multiple subject lines for different types of emails.
If you're sending a newsletter with a call-to-action, always ensure it's clear and visible.
If you're sending an email newsletter, don't put your email address at the bottom of the email.
Don't create a newsletter just because you think it's "cool". If you're going to send emails, always follow these best practices. You'll get more responses, and it'll be easier for your subscribers to unsubscribe if they don't want to hear from you again.

Why Is Email List Segmentation Important?

Email list segmentation is the process of dividing a contact list into smaller, more manageable groups. This can be done by dividing people based on their demographics (location, age, gender), interests (hobbies, favourite products), or purchase history (recent or past purchases).

There are many reasons why email list segmentation is important. First and foremost, it allows businesses to target their messaging to specific people who are likely to be interested in what they have to say. Secondly, it helps companies to save money by allowing them to send more relevant messages that require less customization. Finally, email list segmentation makes it easier for businesses to track the success of their marketing campaigns since they can see how different segments respond to various offers.

Cross Channel Marketing - Combining Email and SMS

SMS marketing and email marketing are two of the most popular digital marketing channels. They can be highly effective in reaching and engaging customers when used together.

SMS marketing is a great way to reach customers who may not check their email regularly. It's also an excellent way to remind customers about upcoming events or sales. Email is a great way to provide more information about an offer or event and follow up with customers after they've made a purchase.

By combining SMS marketing and email marketing, businesses can reach more customers and keep them engaged with their brand. Speak with your email platform to see if they offer this solution for an added boost to your campaigns.

Is Email Automation The Future?

Email automation is using software to complete routine tasks that would otherwise take time and effort to do manually. Email marketing automation software could include anything from sending out a series of automated emails to customers after they make a purchase to automatically adding new subscribers to a mailing list.

There are many reasons why email automation is the future of business communication. Perhaps the most important reason is that it's effective. Automated emails have been shown to convert at a higher rate than traditional, manual emails. They're also more timely and can save businesses time and effort.

All businesses should consider using email automation to improve their results and efficiency. It's an affordable solution that can provide a great return on investment.

Better Email Marketing Results With AI

As artificial intelligence (AI) continues to evolve and become more sophisticated, more and more businesses are beginning to explore the benefits of incorporating AI into their operations. And email marketing is no exception.

There are many ways that AI can be used to improve email marketing results. For example, AI can personalize emails based on the recipient's preferences and past interactions with the brand, which can help increase click-through and conversion rates.

AI can also create targeted email campaigns based on customer segmentation. By dividing customers into specific groups and targeting them with relevant content, businesses can improve their chances of reaching their target audience and generating leads or sales.

Finally, AI can monitor email marketing results to identify areas that need improvement.

Use Email Design Templates For Faster, More Polished Results

Email marketing design templates can save time and ensure that your email marketing messages look professional. However, it's important to remember that templates should only be used as a starting point - they should always be customized to fit the specific needs of your business and audience.

Here are a few tips for using email marketing design templates to create the perfect email campaign:

1. Choose a template that is appropriate for your business and audience.

2. Customize the template to fit your specific needs.

3. Make sure the template looks professional and fits your brand identity.

4. Test the template before sending it out to ensure it looks correct in all email clients.

What Are The Types Of Emails You Should Send To Your List?

Email marketing can be a great way to keep in touch with your customers and promote your products or services. But before you start emailing your list, you need to understand the different types of email content you can send.

The three main types of email content are a promotional, informational, and transactional email. Promotional emails are typically used to sell products or services, while informational emails provide information about a topic or event. A transactional email is a message sent in response to an action taken by the recipient, such as clicking a link or opening an attachment.

Each type of email content has its own purpose and should be used differently. Promotional emails should be concise, providing a clear call to action. Informational emails can be longer, providing more detail about the promoted product or service.

What Are The Benefits of Email Marketing?

While picking a great platform is important more important is to understand why, and how your business will benefit. Email marketing is one of the most effective ways to reach out to your customers and keep them updated on your latest products or services. It also allows you to build a relationship with them, which can lead to increased sales in the future. Additionally, email marketing can be a great way to improve customer loyalty.

According to a study by MarketingSherpa, email marketing produces an average ROI of 122%. That's because email is incredibly cost-effective for reaching out to your customers. You can reach a large number of people for very little money, and that's why email marketing is so popular among businesses of all sizes.

Another benefit of email marketing is that it allows you to easily track your campaigns' results.

What Is The Most Effective Way To Measure Success With Email Marketing

Email marketing is one of the most effective ways to reach out to customers and promote your business. But how do you know if your efforts are successful? How do you measure the return on investment (ROI) for you email marketing solution?

There are several different ways to measure success with email marketing. The most important thing is to track the right metrics, and you should track website visits, users, and conversions from email campaigns. Other important metrics include click-through rates (CTRs) and open rates.

You can also use ROI calculators to help you measure the success of your email campaigns. These calculators consider the cost of your campaign and the revenue it generates. This can help you determine whether or not the email marketing is a cost-effective way to promote your business. Above all make sure you have Google analytics setup so all of your marketing efforts can be monitored in one location

Do You Need An Agency To Run Your Email Marketing Campaigns?

There is no definitive answer to whether or not you need an agency to run your email marketing campaigns. It depends on a variety of factors, including the size and complexity of your campaigns, the resources you have available, and your ability to measure and optimize results. That said, here are some benefits that users can often see from working with an email marketing agency:

1) Increased time savings - An email marketing agency can often help you get up and running quickly without needing to learn all the ins and outs of campaign setup and management. This can save you time that you can then use to focus on other areas of your business.

2) Greater ROI - Using an agency's expertise, you can often see better results from your email campaigns regarding conversions and website traffic. This can positively affect your bottom line and help you achieve the specific goals you have set for your business.

3) Higher quality campaigns - An agency's email marketing skills provide you with higher quality campaigns, which will be more effective in delivering the desired results.

Email marketing platforms are a valuable tool for businesses. When choosing a platform, it is vital to look for one that has features that will help you achieve your marketing goals. Additionally, it is important to follow best practices when creating and sending emails to ensure that your messages are seen by as many people as possible.

How To Create A Powerful and Recognizable Brand For Your Business.

contact@backgroundmarketing.co.uk (Terrence Kent) — Mon, 23 May 2022 20:26:11 GMT

How To Create A Powerful and Recognizable Brand For Your Business.

Create a brand that matters.

When it comes to your business, having a strong and recognizable brand is essential. A brand is more than just a logo or a slogan; it’s the embodiment of everything your company represents. It’s what people think of when they hear your name, and it can make or break your success. So how do you create a powerful and recognizable brand for your business?

There are many different aspects to branding, but it all starts with having a clear and consistent brand strategy. Once you have that in place, you can begin working on building a strong brand identity. And finally, once your brand is established, you need to focus on marketing it effectively and measuring the success of your efforts.

So let’s take a closer look at each of these steps and see how you can create a brand that will help your business succeed.

1. What is branding and why is it important?

Branding is a marketing strategy that involves creating a unique name, symbol or design that represents a company or product. Branding can be used to communicate different aspects of a business, such as its values, mission or philosophy.

It can also be used to create an emotional connection with consumers, making them more likely to purchase a product or use a service. In today's competitive marketplace, branding is more important than ever. By creating a strong brand identity, businesses can differentiate themselves from their competitors and build customer loyalty. Branding can also help businesses to target specific markets and create an overall branding strategy.

2. The different aspects of branding

In business, branding is the use of a name, term, design, symbol, or other feature to identify a product or service and distinguish it from those of other producers. Branding can be applied to entire businesses or products, and is often used as a marketing strategy to create differentiating value. There are many different aspects to branding, including brand identity, positioning, and strategy.

Brand identity is the physical appearance of the brand, including its name, logo, and visual identity. Positioning refers to the place that the brand occupies in the minds of consumers, in relation to competing brands. Brand strategy is the long-term plan for developing and maintaining a successful brand.

An effective branding strategy takes all of these elements into account and creates a cohesive program that can be implemented across multiple touchpoints. By carefully considering all aspects of branding, businesses can create a strong and differentiated brand that will resonate with consumers.

3. How to create a brand strategy

There's no question that branding is an important part of any business. After all, your brand is what sets you apart from your competition and helps you to build customer loyalty. But how do you go about creating a brand strategy?

Here are some key steps:

1. Define your target audience. This is the first and most important step. You need to have a clear understanding of who your target market is before you can start to develop a branding strategy that will resonate with them.

2. Research your competition . Take a good look at what your competitors are doing in terms of branding and decide what you like and don't like about their approach.

3. Develop your branding pillars . These are the core values that will guide everything you do in terms of branding, from your logo and website design to the way you interact with customers.

4. Create a brand identity. This includes things like your logo, colour scheme, and tagline. Your goal is to create an instantly recognizable identity that will help customers associate your brand with positive attributes.

5. Promote your brand. Once you have all of the above in place, it's time to start promoting your brand through marketing initiatives

4. Building a brand identity

In order to build a strong brand identity, businesses need to focus on creating a unique and consistent message that reflects their core values. This can be accomplished through marketing and advertising campaigns, as well as by developing a clear and recognizable brand logo.

It is also important for businesses to take steps to ensure that their branding is consistent across all platforms, from their website to their social media accounts. By taking these steps, businesses can develop a strong and recognizable brand identity that will help them stand out in the competitive marketplace.

5. Marketing your brand

One of the most important aspects of any business is branding. Your brand is what sets you apart from your competitors and defines how customers perceive your business. A strong brand can help you attract new customers, build loyalty among existing customers, and drive growth.

There are a number of ways to market your brand, including advertising, public relations, social media, and events. The most important thing is to be consistent in your branding across all channels.

Your branding should reflect your business's values and mission, and it should be applied consistently to ensure that customers always know what to expect from your business.

6. Measuring the success of your branding efforts

In today's business world, branding is more important than ever. A strong brand can help you to attract and retain customers, stand out from the competition, and build a loyal following. But how do you know if your branding efforts are actually paying off?

Measuring the success of your branding can be tricky, but there are a few key indicators to look for. First, consider whether your branding is helping to improve customer acquisition and retention rates. If you're seeing more customers coming through your doors or signing up for your services, that's a good sign that your branding is working.

You can also measure the success of your branding by looking at social media engagement and web traffic. If you're seeing more people interacting with your brand online and visiting your website, that means your branding is getting noticed. Finally, take a look at sales numbers.

If you're seeing an uptick in sales, that's a good indication that your branding is resonating with customers and driving them to make a purchase. By keeping an eye on these key indicators, you can get a sense of whether your branding efforts are paying off.

Conclusion

Branding is essential for businesses of all sizes, and it's important to take steps to ensure that your branding is effective. By focusing on developing a strong brand identity, promoting your brand through marketing initiatives, and measuring the success of your branding efforts, you can create a successful branding strategy that helps your business stand out in the competitive marketplace.

Background Marketing - Digital Marketing Consultants

If you're looking to create a brand strategy for your business, look no further than Background Marketing. We can help you develop a strong and recognizable brand identity that will help you stand out in the competitive marketplace. Book a consultation today to learn more about how we can help you market your business.

Why Do So Many Small Businesses Fail In The UK?

Tue, 17 May 2022 10:51:58 GMT

Small Business Marketing Tips to Avoid Failure In The UK

You don't have to fail.

It is no secret that the United Kingdom is a great place to start a business. With a thriving economy and a population always looking for new opportunities, it would seem like small businesses and startups would be able to succeed in this environment.

However, recent studies have shown that over 60% of businesses in the UK fail within their first year.

So, what gives? Why are so many small businesses failing in the UK? In this blog post, we will explore why small businesses are failing and offer some tips on how you can avoid becoming one of these statistics.

Lack of a business plan:

One of the main reasons small businesses fail is that they do not have a solid business plan. Many companies try to wing it and see where things go, but this is not a sustainable or effective way to run a business.

Without a clear plan and goals, it will be tough to make your business successful in the long run.

Many businesses fail because they do not have a clear business model. To be successful, a company needs to have a clear plan for how it will make money.

Without a clear understanding of its revenue streams, a business will have difficulty attracting investment and generating profits.

A well-thought-out business model can help a business identify and exploit opportunities, differentiate itself from its competitors, and build a sustainable competitive advantage.

Additionally, a clear business model can provide clarity and direction for the business, helping it to focus its resources on activities that will generate the greatest return. Consequently, companies that want to succeed need to ensure a clear and robust business model.

Poor financial management :

Small businesses fail because of poor financial management. Poor finances can manifest themselves in several ways, such as not keeping track of expenses, not having a budget, or not understanding cash flow.

All of these things can lead to serious financial problems down the road.

Poor financial management, budgeting, and forecasting can have disastrous consequences for businesses.

Without a clear understanding of where revenue is coming from and where businesses can quickly find themselves in debt. In addition, companies that do not accurately forecast their cash flow needs can be caught off guard by unexpected expenses.

As a result, they may be forced to take out loans or sell assets at fire-sale prices. On the other hand, sound financial management provides businesses with the information to make informed decisions about where to allocate their resources.

It also allows businesses to plan for unexpected expenses and ensure that they have the cash on hand to meet their obligations. In short, sound financial management is essential for business success.

Not enough marketing and promotion:

For a small business to succeed, it needs to get its name out there and attract customers. However, many small businesses fail to do this effectively. They either do not market themselves at all, or they do not promote their products and services in the right way.

As a result, potential customers are unaware of the company and its offerings, which ultimately fails the business.

Marketing is vital for every business, no matter how big or small. Marketing is "the process or technique of promoting, selling, and distributing a product or service." In other words, marketing helps businesses reach their target audiences and convince them to buy their products or services.

There are many different channels through which businesses can market their products or services, including online advertising, television commercials, and print ads.

One of the main reasons marketing is so important is that it can help businesses reach new markets and expand their customer base. For example, if a company only markets its products or services within a narrow geographical area, it will only be able to serve a limited number of customers.

However, if the same business were to invest in national or even international marketing campaigns, it could reach millions of new customers. It is more important than ever for companies to have a strong presence in multiple markets in today's global economy.

Another reason why marketing is essential for businesses is that it can help to build brand awareness and equity.

Brand awareness refers to how consumers are familiar with a particular brand. The more aware they are of a brand, the more likely they buy from you.

Failure to adapt to changing market conditions:

When markets change, businesses need to adapt to stay competitive. Failing to do so can result in lost market share, dwindling profits, and failure. There are many reasons why businesses need to be adaptable.

First, tastes and trends change over time, and what was popular yesterday may not be popular today. Second, new technologies can disrupt entire industries, making it necessary for businesses to adopt new ways of operating to stay ahead of the curve.

Finally, changing economic conditions can impact consumer spending habits, making it necessary for businesses to adjust their pricing and marketing strategies accordingly.

By remaining flexible and adaptable, businesses can ensure that they can survive and thrive in an ever-changing marketplace.

Poor customer service:

There are many reasons why poor customer service can be bad for business. First, it can lead to a loss of customers. If customers have a negative experience, they will likely take their business elsewhere.

In addition, bad customer service can damage a company's reputation. Once word gets out that a company is not providing good service, it can be challenging to recover. Finally, poor customer service can also lead to higher operating costs.

For example, if a company regularly has to deal with complaints and returns, it will eventually take a toll on the bottom line.

On the other hand, good customer service is essential for success, and it creates loyal customers who are more likely to stick with a company even with problems. Good customer service is also crucial for attracting new customers.

In today's competitive marketplace, people have a lot of choices, and they will often go with the company that offers the best service. Finally, good customer service is essential for building a solid brand. A company with excellent customer service will be seen as dependable and trustworthy, which can help it stand out from the competition.

In short, businesses need to focus on providing good customer service if they want to be successful.

Ineffective leadership:

Leadership is essential for the success of any organisation. Good leaders inspire and motivate their employees, which leads to increased productivity and improved performance. On the other hand, poor leaders can harm morale and cause employees to become disengaged and even leave your company.

This can lead to a decline in productivity and, ultimately, the failure of the business. There are many reasons why poor leadership is bad for business, but some of the most important ones are listed below.

Firstly, poor leadership can create a toxic environment within the organisation, leading to infighting and backstabbing among employees, damaging morale and hindering performance.

Secondly, poor leaders tend to be micromanagers who stifle creativity and innovation, leading to a stagnation of ideas and a lack of progress within the company. Lastly, poor leaders often make decisions that are not in the organisation's best interests, ultimately leading to its downfall. Poor leaders tend to have an authoritarian view of business.

Good leadership is essential for the success of any organisation. Poor leadership can have disastrous consequences for a business, so it is crucial to have strong leaders who can guide your company to success.

Poor leadership can also include ownership; networking is a great way to learn and ask questions about other leadership styles, and what skills you can aquire to become a more effective leader.

Lack of education / experience / expertise:

Many people think that having a degree in business is the only way to succeed in owning your own business. However, this is not always the case.

While education can provide you with crucial theoretical knowledge, it is not always necessary to have a degree to be a successful business owner. Many successful entrepreneurs have started their businesses without any formal education in business.

However, they generally have years of experience working in their entering industry. This experience gives them the practical knowledge and skills needed to run a successful business, and it also allows them to build relationships with potential customers and suppliers.

Without either education or experience in business, it is tough to start and grow a successful company. The vast majority of companies without an owner who has an education or experience in business fail within the first year.

Therefore, if you are thinking about starting your own business, it is essential to either get an education in business or gain experience working in the industry you want to enter. Otherwise, you are likely setting yourself up for failure.

It was too hard, so they quit too soon:

Starting and running a business is hard work. There are many moving parts, and it can be challenging to keep everything organised and running smoothly. It's important not to give up easily because success in business takes time, dedication, and hard work.

Many business owners give up too soon because they don't see results immediately. They get discouraged and think that their business is too hard to run. However, if you keep at it and don't give up, eventually, you will see results. Persistence is key in business.

Successful people have usually gone through many trials and errors before finding what works. So don't give up on your dream of owning a successful business - keep working hard, and eventually, you'll achieve your goals.

Passion will always carry you through when business gets hard. They may have started the business for the wrong reasons, or they may have lost interest along the way.

Whatever the case may be, it won't be easy to succeed if you are not passionate about your business, and passion is what drives you. Or, as Simon Sinek says, "Start With Why"

Conclusion:

Although there are many reasons why small businesses fail in the UK, we have highlighted some of the most common ones. By being aware of these potential pitfalls, you can take steps to avoid them and give your business the best chance at success.

If you need help writing a business plan that works, or if you would like more information on how to start a business in the UK, please get in touch with our team today. We would be happy to assist you!

9 Advantages of Email Marketing

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 26 Apr 2022 10:07:49 GMT

9 Advantages of Email Marketing Campaigns

Is email marketing really that effective?

Email marketing is a digital marketing strategy that uses email to promote and sell products or services. It is an effective way to reach out to potential and existing customers, build relationships, and increase sales.

There are many advantages of email marketing, which is why it is such a popular choice for businesses of all sizes. Here are seven of the most significant benefits:

1. Email Marketing Campaigns are a cheap way to reach people.

Email marketing is an incredibly cost-effective way to reach your target audience. In fact, for every $1 spent on email marketing, you can expect an ROI of $44. That’s a huge return on investment!

Not only is email marketing affordable, but it also allows you to reach a large number of people with your message. There are over 3 billion email users worldwide, so the potential reach of your email campaigns is vast. This means you will see an ROI generally from the very first email marketing campaign that you set up.

And because email marketing is so affordable, it’s easy to test different messages and strategies to see what works best for your business. With email marketing, you can create campaigns, and try out new ideas quickly and easily without breaking the bank.

So if you’re looking for a cost-effective way to reach your target audience, email marketing is the answer.

2. Email marketing campaigns allow you to customize your message and target specific segments of your audience with your subject line

One of the great advantages of email marketing is that it allows you to customize your message and target specific segments of your audience. A successful email campaign ensures that your message is delivered to the right people and that you're not wasting your time and money on marketing campaigns that don't reach your target market.

You can also use email marketing to segment your customers according to their interests and preferences, so you can send them targeted messages that are more likely to convert into sales.

3. email marketing is immediate, so you can quickly reach your customers with timely offers and announcements

Another advantage of email marketing campaigns is that it's immediate, so you can quickly reach your customers with timely offers and announcements. This is especially important for businesses that need to make announcements or launch new products and services on a regular basis. With email marketing, you can reach your current and potential customers as soon as possible, without having to wait for traditional advertising channels to deliver your message.

4. Email marketing is highly measurable, so you can track your results and adjust your campaigns accordingly

Email marketing is also highly measurable, so you can track your results and adjust your campaigns accordingly. This is a critical advantage for businesses that need to know whether their marketing efforts are paying off. With email marketing, you can track open rates, click-through rates, unsubscribe rates, and other important metrics. This information can help you fine-tune your email marketing campaigns and make sure that they're as effective as possible. Do you know if your visitors are opening your email campaign on a desktop or one of the many mobile devices, and which one?

5. Email marketing is interactive, so you can include rich media content and encourage customer engagement

Another advantage of email marketing is that it's interactive, so you can include rich media content and encourage customer engagement. Unlike traditional advertising channels, email allows you to include images, videos, and other multimedia content in your messages.

Subject lines are great, but at some point, you have to keep your subscribers engaged. Interactive emails can make your messages more visually appealing and engaging, which can encourage customers to take action. This is especially true when users are viewing on mobile devices.

6. An email marketing campaign is permission-based, so you can be sure that your messages are reaching people who have opted in to receive them

Email marketing is permission-based, so you can be sure that your messages are reaching people who have opted in to receive them. This is the cornerstone of email marketing success. This means that your recipients have given you their consent to receive your emails, so you don't have to worry about spamming them, or your content going to their spam folder.

Think about it as a customer do you check your spam box? As well as a business owner, do you want spam complaints?

Additionally, because email marketing is permission-based, it's considered to be a more trustworthy form of marketing than other channels like direct mail or telemarketing.

This simple element also allows you to spend less of your marketing budget on a useless marketing channel while helping you create successful email campaigns consistently.

7. An email marketing strategy is a green marketing solution, so you can reduce your environmental impact

Because email doesn't require any paper or ink, it's a much more eco-friendly option than traditional marketing methods. Additionally, email marketing doesn't produce any waste, so you can feel good about doing your part to reduce your carbon footprint.

8. Your Email Marketing is perfect for marketing automation

Email marketing is perfect for marketing automation. With email marketing, you can use email marketing software to automate your email campaigns, so you can focus on other aspects of your business.

Depending on your email service provider, you can schedule things like email subject lines, welcome emails, email personalization, lead nurturing, targeted emails and more.

In fact, most email service providers and most email marketing tools can save you a lot of time and effort, and they can help you make sure that your campaigns are as effective as possible.

If you are one of the smarter small business owners that are looking for a way to get new subscribers to become website visitors and eventually loyal fans of your brand, then automated promotional emails and promotional campaigns are the smartest way to turn this into a reality.

9. Email Marketing is versatile, so you can use it for a variety of purposes

Email marketing is versatile, so you can use it for a variety of purposes. You can use email marketing to promote your brand, sell products and services, build customer loyalty, and much more. Additionally, email marketing can be used to reach a wide variety of customers, including those who may not be reached by other marketing channels.

Final Thoughts

Overall, effective email marketing campaigns have a number of advantages that make it an effective marketing tool for businesses of all sizes. It's affordable, customizable, measurable, interactive, permission-based, and eco-friendly.

Plus, using email marketing to gain email subscribers, and collect customer data through a signup form is a great way to reach your customers quickly and easily. If you're not already using email marketing to promote your business, now is the time to start. Not sure how to create an email that sells, we can help.

The Most Effective Ways To Promote Youtube Videos Free Online

Fri, 09 Jul 2021 16:00:40 GMT

Promote Youtube Videos Free - A Strategic Guide To Getting Results

Video is how you grow.

On Twitter, users on average share more than 700 YouTube videos per minute, according to YouTube.

The social media platform has over 2,000,000 Twitter users and, according to its website, shares more than 700 YouTube videos every minute.

Using other social platforms to market your YouTube channel has a great chance of success.

When you use social media, sharing your videos on social media is an easy way to gain additional insight into your videos and engage viewers.

The best way to promote YouTube videos is to actually promote other peoples YouTube videos, which are likely to go viral.

Promoting your YouTube channel and videos on your social media pages is seen as a good marketing strategy.

However, sharing videos directly on your timeline or feed is not always the most effective option so as always test and measure.

Try to market your YouTube channels and videos through your website or blog.

The simplest way to grow your audience is to share your videos on YouTube. However, it is also essential to spread the message through your YouTube channel and videos on other platforms.

Take a look at your competitors and other video makers in your industry before beginning to advertise your YouTube channel.

Competitor research gives you an idea of what topics your audience would like to learn about and what kind of videos they prefer.

By embedding videos on your site, you can reach a new audience and direct viewers to your YouTube channel, minimizing the bounce rate of your pages and reaching potential new customers.

Another solution is to look at your YouTube analytics before you upload a video. One effective tactic to promote your YouTube channel is to create custom thumbnails.

If you really want to promote an individual YouTube video, consider sharing your trailer and putting it in prime properties on your channel page.

If you're going to see where your YouTube channel is in the race with other YouTube channels, you can apply for it for free.

Although many of you think this is impossible, it is not impossible, but it is also not easy to promote your YouTube channels videos for free.

Besides how to promote your YouTube channel and how Google places your videos on search engine results pages, this is what you can do.

Here are some YouTube advertising tips to help your videos get a better place in search results. Keep improving your video content so it stands out, and your viewers can't wait to see more videos on your channel.

The end screen is a great way to promote your content because the YouTubes algorithm recommends other popular videos to draw people to your channels.

By optimizing your videos to be relevant to those other videos, you increase the chances of getting users to watch your YouTube channel videos.

Go to the video manager for an end screen, click Edit Videos, and add something; click End Screen Notes.

When popular YouTubers adopt this call-to-action approach, they experience an increased number of parts by asking existing subscribers to like your video.

Viewers who follow influencers and engage with the content they provide are the ones who share your video and generate a lot of views for your YouTube video channel.

Using videos for email marketing was never an outdated idea, and you can use them to promote YouTube videos.

Use videos to spread the news to people through your creative YouTube channel. Increase your time per minute on YouTube by choosing your video channel.

You can embed your YouTube videos into relevant blog posts and pages on your website.

The search algorithm ultimately determines which videos are shown to people when they search. So be clear in your title description, tags, and the video content what your video is actually about.

Using this algorithm, YouTube will promote its videos on your channel at no additional cost. Building a loyal and active community is a sure way to get more views on YouTube.

I prefer to promote videos through organic channels such as YouTube search, email newsletters and social media.

One popular way to promote YouTube videos through advertising is YouTube Ads, run by Google Ads.

These ads allow you to promote your videos on the YouTube platform and be at the top of search results for people in your target audience.

However, there is no time to advertise on your channel, not even for the audience.

To make sure that your content is found on YouTube and that YouTube SEO is used, you need to add the right keywords in your caption, video description and tags.

To promote YouTube videos, add a tag describing the purpose of the videos. Once you have chosen your keyword, you want to use it in your video text or at the beginning of the title.

Make sure your videos are informative to be ready with content that works for YouTube and SEO.

High-quality content is the key to achieving significant and exceptional results from your videos. It is the key to extraordinary results for your video.

To measure success, you need to promote YouTube videos and reconcile them with how you measure success.

You can control traffic through other social media and advertising methods, but traffic is increasing on YouTube because Google takes note of traffic and responds to videos.

If you do it right, enlarging the results is another way to promote a YouTube video.

Influencer Marketing Made Easy - What Is It Really?

Tue, 25 May 2021 13:38:46 GMT

What Exactly Is Influencer Marketing? What Are Influencers? How Can They Be Used?

What Is Influencer Marketing?

In 2017, social media influencer marketing made headlines everywhere. But, you may be wondering just how influencer marketing works and why it's so popular.

This article should help you to understand influencer marketing, why it's so helpful and where you can use it to your advantage.

What exactly is influencer marketing (sometimes called "influencer relationship management")?

Influencer marketing is a method in which businesses, celebrities, brands, non-profits, and other organisations reach out to other companies, celebrities and influencers to build a relationship online and in real life.

They then share content, offers and services, and collaborate to gain followers.

Influencer marketing is buying and selling celebrity endorsements for various products, services, and brands.

Influencer marketing can be defined as the purchasing or selling celebrity endorsements for products or services by businesses, organisations, product creators, brands, service providers etc.

There are many different types of influencers who have different motivations and goals.

For example, You could be a product influencer for clothing companies looking to promote their collections.

You can be an influencer for a particular type of music or fashion trends, or social trends. You can also encourage lifestyle brands and products.

Is influencer marketing effective?

Influencer marketing is all about the influencers, as they are the main people behind the trends and the best people to be marketing to for your brand.

Not all brands need an influencer as a central marketing tool, such as food companies that want to promote organic or fair trade, but all brands and campaigns need their influencers to reach their audience on their own and follow through on a specific theme.

To know if influencer marketing is adequate for your brand, you have to define what it is and what you can improve.

One of the best ways to use influencer marketing is for your followers – who are already part of the community you're trying to reach – to recommend and share your products and activities while promoting your brand and/or products.

So have you already existing followers act as your influencers

Influencer marketing is all about trust. The best influencers will always give you a guarantee and a long term relationship.

The best part of this experience is that your brand will get more exposure, more targeted consumers and more targeted sales results.

How do you measure influencer marketing?

How do you measure influencer marketing? Influencer marketing is the art of leveraging "influencers"- influential people who have gained influence, credibility, and popularity by having an impact on a social network, blog, or social media group in your target audience.

It is an old marketing way but is more frequently used by more and more business and brands.

Influencer marketing is generally perceived to be a growing trend with a higher emphasis on authenticity than other traditional ways of promoting a brand or business.

By influencing a person's purchasing decisions and positive impression towards a brand, they are considered as 'influencers', and their visibility is often boosted on the internet.

As more brands become aware of this marketing channel, influencers are being sought out, and the trend continues to grow.

The key areas you should measure will be very dependent on your goals, so be clear on what you want to accomplish before you start.

The popular way of thinking says the most important goals are engagement and brand awareness.

Other areas you may want to measure include: # of impressions, word-of-mouth traffic, lead generation, CPM spend, conversions, social media ROI, and your overall performance.

When communicating with influencers, it is helpful to measure as many performance areas as possible—set performance goals.

For example, reach could be measured by the number of followers, and engagement could be measured by the number of retweets, likes or shares.

Sentiment could be measured by several positive comments or posts.

In most cases, the goal is to generate as many clicks as possible to a page/landing page at the expense of generating more revenue.

The trick is being able to turn that click-through revenue into money.

Let's be honest: if you aren't generating revenue, how much influence do these people have?

In our experience, the main aim should be to get users away from social media and to your website.

Once they are on your website, not only can they see your offering, but you can use other marketing tools like email marketing or retargeting campaigns to increase the statistical likelihood that a user will buy from you.

If you want to understand more about how influencer marketing can help your business or just need help setting up a sales funnel that converts, click on the link below.

Independent School Marketing - Is It Time To Rethink Digital?

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 11 May 2021 11:50:17 GMT

Proven Independent School Marketing Strategies That Work

Independent School Marketing Tactics You Should Be Aware Of.

No matter how successful your school is, marketing is essential. Many people think that marketing and advertising are the same thing.

Schools often worry that people will have the perception that they are trying to “sell” education when they are offering so much more.

The fact is that marketing isn’t “selling;” it is a way to reach new and diverse audiences to inform them of what you have to offer.

The reality is that if people don’t know about your school, they won’t apply.

Letting people know who you are and what you have to offer will help you to build your student body.

It will help you acquire the best teachers, the best students, and more.

Take a look at the following 15 ways to improve your independent school marketing campaign and expand your reach.

1. Independent Schools Should Make Use of Short Video Clips on Social Media

Video content is incredibly popular. People are using YouTube, Facebook Live, and more to get their message out.

Not only that, but people stop and watch these videos.

However, they do not watch long videos; the videos that people stop to watch are almost always measured in seconds rather than minutes.

You can take advantage of this trend in your market by maximizing your social media.

Use the Stories feature on Instagram to show people what your school does in just a few video clips.

You can share between five and ten 15-second clips each day, and you will be amazed at how many engagements you get.

When you share video content on Facebook, share videos of your students engaged at school.

As people scroll, your videos will play, and you should choose something that will get them to stop and watch.

As with Instagram, upload short video clips of your students in action.

2. Engage in Inclusive Marketing

Inclusive marketing has become very important in the world today. People want to know what a school stands for.

People expect schools to promote diversity, but they want more.

They want to know what your school’s views are on important social issues and how you are working to make the world a better place.

Your message should include your school’s view on social issues such as bullying, poverty, world hunger, climate change, and more.

Interview different students, and show how you and your students are working together to make the world a better place. This will easily improve admissions stats.

3. Independent Schools should Brand Effectively

When parents choose a school today, they are looking for more than a curriculum, clubs, or sports.

They want to connect with the school and be part of a community. Your brand lets parents know who you are.

Branding in any market is what builds loyalty, trust, and a desire to connect.

When you brand yourself, be transparent. Rather than sharing how you are similar to other schools, show prospective parents what sets you apart.

You should use conversational language to make people feel connected to who you are and what you are doing. People are more responsive when they feel this way.

4. Improve Mobile Customer Experience

Another important marketing strategy is to make sure that everything is optimized for mobile.

The use of mobile devices is on the rise. According to a recent survey by the Office for National Statistics, 84% of UK adults, over the age of 16, own a smartphone.

In addition, the report states that the use of smartphones is more common among younger adults.

Brits are spending an average of 2 hours and 34 minutes on their smartphones every day. Nearly half (47%) of people said they check their phone within five minutes of waking up in the morning.

More people use mobile devices for Google searches, Social Media, and more, so you need to have a simple mobile platform.

Make sure that people who view your website on a mobile device can have a great experience.

5. Optimize Your Content for Voice Assistant Searches

Google predicts that by the end of 2021, 1.6 billion people will be using voice assistants on a regular basis.

People are using voice assistants more and more, and they are asking for information. Schools should have content that is easy to find and easy to read.

If your content is easy to read, Alexa or Siri can read it when people ask.

Make sure that you are following SEO guidelines and using header tags so that these voice assistants can access your information.

In addition, make sure that your tuition and financial assistance policies are easy to find.

Parents want this information, and making it difficult to find might cause them to research a different school.

6. Use Google Images

Consumers are relying on visuals more than words much of the time. It is important to add images to your searches.

When people search and your school comes up, you should have images linked to the search results. This is important for your school marketing strategy.

You should hire a professional photographer, and catch photographs of your students in action.

Use your pictures to show prospective parents what their children’s school days will be like.

People want to see and visualize your school before they are willing to call you, and you can use Google Images to make this happen.

7. Data-Driven Marketing

Consumers have changed, and they expect personalized marketing. Sending out your message without personalization doesn’t work any longer.

Data-driven personalization allows you to deliver the right information at the right time.

Machine learning can give you the data you need to use predictive strategies to deliver content.

You can personalize the content based on their activities on your website, your social media pages, or their geographical location, to name a few.

It is important for you to ensure that your content is relevant to your visitors.

The fastest way to gather this data in one location so that you can make informed decisions is to make use of Google Analytics .

8. Engage in Creative School Marketing Campaigns

Creative concepts are now a huge part of marketing. You need to start with the big picture to capture your audience’s interest.

Your goal is to influence people’s emotional response and inspire them to take action.

You should implement this strategy in your marketing because it encourages people who see your ads to stop and think about your school.

When you engage people, they want to be a part of what you are doing.

Today, people expect to be moved emotionally and drawn to a school before they make a decision.

9. Create an Offer as an Exchange

Develop premium content that you can offer to prospective parents. It could be a webinar or an eBook that would be of value to these parents.

Offer it in exchange for an email address. This will benefit you when you are focusing on your emailing strategies and lead nurturing.

No matter what content you offer, use your teachers and other school resources to produce it.

Make sure that it is something that people want. You could offer an eBook on a topic that targets your primary target.

Make sure that the information is useful and meaningful to them.

10. Continue Marketing Year Round

Even though you have application deadlines and your school is full for the year, keep marketing.

In the world today, people expect fresh content all the time. You can post on your blog, share short videos on social media, and find other ways to engage.

Your online presence is your marketing, and you need to always have fresh content.

Do not take a break when enrolment fills up; continue to work on your marketing so that you will have your prospective students for years to come.

The best way to do this is to create a marketing calendar so the entire team is aware of what content needs to be produced, and when.

11. Track and Assess the Effectiveness of Your Marketing Campaign Continuously

You should always be tracking and assessing how effective your marketing campaign is.

Pay attention to how many clicks you get, how many conversions . Note whether people are following through and requesting information.

All of the data available today shows you where you may need to make changes.

When you have reliable information on user behaviour, you will know where you need to make changes.

Maybe some information is harder to find, or maybe people don’t want to click so many times.

Either way, pay attention to the numbers so that you can improve your website.

12. Move Away From Print Advertising

This will be difficult for some of you to accept however it has to be said.

You may be able to increase your brand awareness with print advertising, but it is no longer effective for finding your students.

Even if the ad catches a prospective parent’s eye, he or she will go online to learn more about you before calling.

If you are spending a lot of money on print advertising, you should adjust your strategy and invest in online marketing.

Online marketing is more effective and has built-in data that gives you real information on how you are doing.

More important, it is is very difficult to track a customer journey from print advertising through to enrolment. With Digital marketing, you can.

13. Start a School Blog

There are many benefits to starting a school blog, if you haven't already, however here is the most prevalent.

According to Statista, 77% of internet users read blogs regularly.

This means that the majority of people who are looking for information about your field are reading blogs, so if you’re not blogging, then you’re missing out on a huge potential audience.

You can offer content and show prospective families what you do and how you think. Highlight students, or teachers, or even discuss community initiatives.

It really doesn't matter as long as you are active and consistent.

It allows you to increase brand awareness and build trust within the community.

Your search performance will be boosted, and it will increase your website traffic.

14. Use Automation

Another independent school marketing strategy is to use automation.

When you automate repetitive tasks such as emails or social media posts, you can address many different people without spending a lot of time.

This is important because consumers expect constant updates online. If you don’t post for a few days, you may lose followers.

Automating these tasks ensures that you are always showing up in people’s inboxes and newsfeed, while still providing you with the time to focus on the other areas of growing the school.

15. Make Sure You Don’t Have Duplicate Social Media Accounts

You should only have one of each social media account.

You want to stick with the most popular ones among prospective parents: Facebook, Instagram, and Twitter.

If you have old versions or outdated accounts, delete them so that there is no confusion.

If people search your school, you want it to be easy to find.

We know that to some this may seem like too much, however if you want your school to grow then there are areas that you can not afford to ignore.

If you’re a proprietor, governor or independent school head who has too many challenges to be able to choose what actions are the most important.

Or if you’re a school marketing manager who needs help with prioritizing your strategies, we can assist !

Want More Independent School Marketing Tips? Click The Link Below.

How Do Blogs Help With SEO?

contact@backgroundmarketing.co.uk (Terrence Kent) — Thu, 11 Mar 2021 13:09:53 GMT

How Do Blogs Help With SEO?

Should You Create A Blog?

Why do blogs help with SEO? Well, blogs are written by regular people like you and me, who happen to have a passion for whatever it is that they're writing about. This passion translates into more readers wanting to visit your website.

A blog can be a place where people can express themselves and let the world know what they think and feel without being too loud or obnoxious about it. In fact, some bloggers might even consider their blogs more of personal expression than a website would be.

When a blogger decides to start writing about a certain topic or interest, he or she will obviously want to do so in a way that the information will appeal to readers. Always focus on asking what your readers are curious about, or more appropriately after you finish writing a post ask your self, 'why would anyone care to read this'?

One way to do this is to write about things that are closely related to the topic, but in another context. For instance, a blog about cooking can discuss the best recipes and ingredients and use a search engine to find them.

This is obviously done in an effort to gain visibility in the eyes of search engines, which will ultimately lead to traffic and SEO for your site. What ever you choose to write about, it's best for the search engines if all of your blog posts are about a single theme. Using the example above, if your blog is about cooking, writing a post about a Ford Mustang doesn't fit.

The key to successful blogging is to make sure that the blog itself is written well and clearly and is able to draw visitors in based on the content. Search engines look at blogs as mini websites, which helps them understand what each blog post is about.

It's important that a blog is written well, because search engines have algorithms (ranking factors) that they follow. If a blog isn't up to par when it comes to its content, then it has a better chance of not ranking well.

The main takeaway is that a well written blog that is created with passion and is consistent will increase your visibility online...and that is the overall goal of SEO.

Is Digital Marketing the Future?

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 02 Mar 2021 19:35:58 GMT

Why Digital Marketing Is The Future

How Google is Changing The Way Marketers Do Business.

"Is Digital Marketing the Future of Marketing?" Is a question I have asked myself a lot lately. The truth is, if you look at the marketing trends we've seen recently, it's a good bet that the answer is 'yes.'

With so many people spending more time online, it is only a matter of time before traditional marketing methods become obsolete. What does this mean for the industry though?

It means that a person cannot afford to ignore the potential that Online Marketing holds. The fact is, it is more powerful than any form of advertising in the world.

For one thing, it can reach people that you may not have even been able to reach with traditional advertisements. And that is something worth getting excited about! Because if you get over the fact that reaching more people is important, it becomes clear that having an edge on the competition is a must.

The great news for all businesses, no matter what industry they are in, is that the future of digital marketing is here .

This is because of the amazing technology that has developed over the last few years. One example is the development of Video Marketing. Gone are the days when people had to use slow-motion movies to communicate their messages.

Today, it is possible to reach a wide range of people with a very high level of interactivity.

Video Marketing takes a message, audio or video, and turns it from a message that someone could only glance at into an ad where they are practically doing it for them.

With so many different types of online communication tools available today, including chat rooms, instant messaging, and social networking websites, it has never been easier to connect with clients or potential clients.

And this is just the start of Interactive Marketing. The possibilities are endless and they are all here for the taking!

So what is a digital marketing and how will it impact the future of online businesses? Well, as Internet usage continues to skyrocket, so will the number of people who are familiar with using and accessing the Internet.

This means that those of us who run traditional businesses will also be rapidly replaced by online businesses.

However, those of us who are trying to get ahead with digital marketing will have to continue to learn new techniques and work hard to keep up with the changes that are occurring.

It is very important that you educate yourself on these changes and find out what is going to be best for your business. The good news is that it doesn't take very much effort on your part.

All you need to do is to invest your time wisely and you will be successful in the future.

Best Digital Marketing Strategies For Business

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 02 Mar 2021 18:17:22 GMT

Winning Digital Marketing Strategies For Businesses

Digital marketing strategies that attract the right type of audience.

Today, many people refer to their online presence as being "branded". For example, if you are an auto dealer and you have an online presence, your audience is likely to be a specific demographic group of people.

People who have a lot of credit card debt or own a business that sells auto parts will most likely be interested in what your automotive business has to offer.

However, people who drive a used car won't be as likely to find that particular site. Your advertising message must be tailored to reach everyone in that particular demographic.

Some of the best digital marketing strategies are affiliate marketing and email marketing campaigns. These strategies are great, because once they are setup, they require the least amount of time for a business to maintain.

Affiliate marketing involves getting other people to sign up for a service in exchange for a percentage of the revenue that is generated by the product or service sold through your website.

Your message should state that in order to receive the service you have to sign up for the affiliate program. Your message should also state that once you sign up, you will be receiving special offers and you will earn a percentage of the sales that are generated through your affiliate link.

Email marketing campaigns are perhaps the best digital marketing strategies for small businesses. Email marketing campaigns often include an opt-in form on the website so that visitors can sign up for additional information.

Your message should be clear and you should provide contact information for your company or web site so that any questions can be answered by your customers.

Email marketing channels can be varied. You can send a newsletter to your customers through email marketing channels such as email, mobile messaging, SMS, or even the Internet.

There are many ways to communicate with your customers and one of the most effective ways is through email marketing channels. The best part about email marketing is that if you have taken the time to think about what your customers needs are, you can actually automate the entire customer journey, saving you both time and money.

In order to build a relationship with your audience, you should be sure that you keep in touch with them on a regular basis. Your audience will come to expect your communication from you and will value you and your company if you communicate regularly.

Video marketing is another one of the best digital marketing strategies for small business that can help you attract new customers and stay fresh in your customer's mind.

You can use videos to educate and showcase your products or services. You can also upload entertaining videos to increase viewer loyalty and drive traffic to your website.

YouTube has a number of different marketing tactics for you to use. All of these marketing tactics can help you draw in more customers.

Your marketing campaigns need to incorporate a great content strategy that includes giving your audience useful information as well as making them curious about your products and services.

No matter what marketing strategy you use the key is to always start with your customer in mind and work to ensure that your content, product, or service solves their overall problem.

How Twitter Is Used For Business

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 02 Mar 2021 16:37:12 GMT

Using Twitter To Grow Your Business

Can Tweets Help A Business Grow A Brand?

Twitter, a micro-blogging site, has become one of the most popular forms of communication on the internet. Every day, millions of people log on to their smartphones and visit this site to read their daily updates. This popularity has made it a very good tool for entrepreneurs to use to promote their products and services.

One way the social media giant is used for business is through simplicity. The best part about using twitter for business is that anyone can do it. Even if you are a complete newbie to online marketing, you can still find out how you can use this site to your advantage.

If you are wondering how twitter is used for business by promoting your business, the first step you need to take is to make an account for your business. Be sure to add your logo, a brief description regarding what your business does, and a link back to your website. (If you don't have a business website, shame on you)

You will then need to create a series of tweets that will promote your business. In addition to making these tweets, you will also have to add a URL that will direct readers to your blog or website where you will be promoting your business.

The trick to using this method effectively is by using your blog as the medium to convey your message to your audience. Since you will be using your blog to talk about your business, there is a big possibility that people will check it out.

Therefore, you will need to make your blog interesting so that more people will check it out. Another way to get people interested in your blog is by adding pictures of your products and websites.

You can write as many posts as you want, but the important thing to remember is that each post should provide something valuable to people.

In other words, you should use your twitter posts as a tool to promote your business . Each post should contain a link to a landing page where visitors can learn more about your business.

Also, keep in mind that your tweets should not always contain links to your websites or products. Instead, you can include links to interesting articles on your blog.

These articles will give people something interesting to read while at the same time providing them with information.

When people read these articles, they will be able to find other interesting posts on your blog that will help them get the information that they need.

A good rule of thumb for twitter is to follow the 80/20 rule. This rule states that 80 percent of your tweets should be informational. You should not see or discuss selling in these posts.

20 percent should be used to promote products or services. By following this formula you create a nice balance that users can engage with.

In order to successfully make the most out of twitter, you must know how to best make use of it.

By knowing how Twitter is used for business , you will be able to take full advantage of the system. In addition, you will be able to make the most of the various tools that are available for you to make your business grow.

With these tips, you will be able to maximize the power of this social networking site.

What is Link Juice?

contact@backgroundmarketing.co.uk (Terrence Kent) — Wed, 24 Feb 2021 16:09:54 GMT

What Does Link Juice Have To Do With Search Rankings?

Who's got the juice?

What is link juice? In the context of SEO ( Search Engine Optimization ), it is a measure of the value that the backlinks added to a particular website have. Basically it's a link equity quality indicator.

The quality of the backlinks determines where a site is ranked. Higher ranked sites attract more visitors and they increase sales leads. So, how do you determine the value of the links added to your site?

Experts have developed several different techniques and formulas that calculate the relevance of the link to the query in terms of quality. Some experts even go as far as to state that it is impossible to predict or measure the link building impact.

The truth is that there is no tool available that can predict the exact impact, however with some industry knowledge, you can get a general idea of if a link will help or hurt your website.

There are two major categories of link building. One is organic link building and the other is social link building. The organic link building is the process of attracting one way backlinks to a particular website.

This is a completely natural process and there is absolutely no benefit to the website owner in return. Social link building, on the other hand, requires the submission of articles or blogs to web directories in order to obtain one way backlinks. In simpler terms, one way is completely out of your control and the other is completely within your control.

The higher the value of these backlinks, the more attractive the website appears to search engines. However, there is no universal relationship between authority and ranking in search engines. It depends on a number of factors such as quality of backlinks, keyword popularity, website age, and competition among other things.

A link building firm can calculate this value using many different parameters. For instance, a search engine optimization expert may be able to determine the quality of backlinks by checking the Page Authority, or PA, of each page of a site.

If the PA of a page is high, that indicates that the link was found by a search engine, which gives the site a higher position in the search engine results.

A webmaster can calculate his or her link building efficiency by looking at the total number of links and pages on his or her site and dividing it by the total number of pages in order to determine the link-building effectiveness.

A good link building firm can also calculate the value of its links by looking at a particular site's position in Google Page Rank.

This can be useful for a link builder because they can see the link juice of a particular site and make changes if it is not maximized.

On the other hand, Page Rank is calculated from numbers only, without any analysis on the content of the site being ranked.

This can give the link builder a false sense of what is link juice. Also, there are a lot of problems that can occur as a result of the authority of a site, such as lowering SEO rankings and lowering advertiser confidence because of poor link building.

Some firms may use methods such as purchasing backlinks, where a site pays another for allowing them to advertise on their site, which is generally considered to be spamming. However if the publisher doesn't take money this is called Guest Posting and somehow this isn't considered spamming (more on that another day).

Whatever the method used, it is a risky strategy that may backfire if you haven't taken the time to look at the long term pros and cons.

The truth is that link building is vitally important for a company to succeed on the Internet. Link juice is the value of your link building effort and the effect they have on your search engine rankings .

The value of links will increase over time as a company has a larger number of them, and this is a key factor in determining a company's position in search engines.

However, link building is not the only important factor to consider when it comes to SEO and getting your site to the top of the search engine results page .

If you're curious what the other factors are regarding getting your website ranked and don't feel like reading anymore. Click below and lets schedule a chat.

Is SEO Really Worth It? What Can it Do For Your Business?

Wed, 17 Feb 2021 14:51:57 GMT

Is SEO Really Worth The Investment For Your Small Business?

The SEO benefits for small businesses are clear.

Search engines like Google love content.

It is what the consumers use to find your business. When your website has fresh, quality content, it will draw visitors to your page, and when these visitors arrive, they will be ready to buy.

So the reality is if you are asking what is SEO worth to your company, the answer lies in how badly do you want new customers.

There are a few different ways to optimize your content for the search engines.

You can use off-page optimization techniques like building links and posting blogs and articles. Or you can optimize your pages internally.

This is usually done through processes like internal link building,

keyword research and optimizing your meta tags. But did you know that off-site optimization can have its own benefits?

Internal optimization will ensure that your small business rank is always where it should be in the Google search engine results.

This means more traffic and potential customers. Here are a few of the benefits of ranking highly for a small business in the search engines:

You get more customers. The more customers you have visiting your website, the higher your rank will be.

This means more traffic and more potential customers.

T he top-ranking small businesses in the search engines can mean the difference between making a sale and not making a sale.

You get more clicks. A popular search engine optimization technique is to build links, this gives users more of an opportunity to click and find you.

These links will get you in the search engines and keep you there. With a high ranking factor, you will be less likely to be flagged by the search engines.

This means more people will find your website and more people mean more conversions.

Your conversions will improve . Having a high SEO ranking in Google will mean your small businesses are more likely to convert visitors into customers through your marketing efforts.

Visitors are more likely to make a purchase if they feel like they've gotten some value out of the visit. If a visitor leaves your business website without buying anything, they have wasted their time.

If they then return to your website, they are more likely to buy because they felt like they got some value from their time spent on your site.

Creating this perceived value is one of the keys to content marketing.

You can benefit your employees and customers.

In order to work in an efficient and effective manner, you need to know what keywords are being searched for and how they are used to optimize your webpages.

Employees will appreciate having a business website optimized for their specific skill sets.

This will allow them to be more effective at their job responsibilities. Less wasted time will lead to more productivity and happier employees.

This is especially true for the sales industry who will often refer to a website if they or their prospect has a question about the business.

If you optimize your site, you will notice other benefits as well. Visitors will be drawn to your site because they will be more likely to purchase something.

Eventually, the traffic you attract to your site will increase, which will lead to an increase in sales.

The SEO strategy will definitely pay off for your online business if you do it right.

It is important to understand that there are both good and bad SEO services available.

Some digital marketing companies use proven techniques with a long track record of success, while others may use newer questionable schemes that have not been tested as thoroughly.

There are also instances where Google will not index your site due to technical issues.

If the technical issues are the result of your site being designed improperly, it may be best to hire a professional to optimize your site for your specific needs.

There are many reputable digital marketing companies that can help you with all of the technical issues that you might have with your site.

Many people assume that using a digital approach will cost them money however SEO is an investment into your business and the investment should always be weighed along side the value of a new customer, and your expected ROI.

Since people tend to get bored with search engines and find other ways of finding information, like social media .

It is important to maximize your potential by getting the most out of every dollar you spend on you're ads.

When someone searches for your specific product or service, it is more likely that they will find your business in the top 10 search rankings.

This is what makes using SEO so beneficial for small businesses. This approach is obviously much cheaper than paid advertising.

Using SEO to optimize your local business listings is considered to be one of the best ways to market online.

It is important to use as many link building strategies as you can when optimizing your local business listings.

The reason is because there is much more competition when it comes to local business listings than there is with larger businesses.

You can learn more about how to optimize your links by doing research on the internet (Here is a hint: the companies at he top of the search results understand SEO).

There are also great SEO experts that can help you optimize your business in your own city.

While there are many reasons why a person would choose to optimize their business listing, getting links back to your website is by far one of the most popular benefits.

Once you start getting links back to your site, your search results will begin to increase.

This can really help to increase your ranking factor, which is the number one factor that search engines like Google use to determine where your site should rank within their listings.

You should learn more about how to utilize SEO to get links back to your website and start to see your ranking factor increase, all while saving money on wasted advertising techniques.

Improve Your Internal Links For Better SEO

contact@backgroundmarketing.co.uk (Terrence Kent) — Wed, 17 Feb 2021 13:49:54 GMT

How Do Internal Link Actually Effect SEO

Internal links can be arguably one of the easiest and least expensive link building strategies in SEO promotion.

All too often, however, people are quick to turn to high risk tactics to help increase external links pointing to a website without taking the time to consider building an internal link structure first.

This article aims to show you just why internal links are so important to your SEO campaign, and what you need to do to start building internal links to your website quickly and effectively to improve your Google search rank.

So, what exactly is internal linking?

While most site owners build backlinks external to their website, the aim here is to build links internal to your website.

By using top anchor text phrases, two key things happen.

First, when users read blog, they are then directed to other important pages on your site, and next your SEO is improved by passing on extra authority or link juice from on blog post to another.

This is a core fundamental of most content marketing strategies .

This allows you to potentially gain a lot more exposure for your site, and this boost of organic search engine visibility can give your page higher rankings with Google and other search engines.

To make an internal linking strategy work to your advantage, you need to keep certain criteria in mind.

Internal linking strategies are best implemented by those who understand the ins and outs of search engine optimization and content marketing.

The first thing to look for when implementing internal links is a quality SEO audit.

Make sure that the URLs of the internal links make sense in context.

In addition to looking to see whether or not the links make sense in context, you should also look to see whether or not they are well placed.

Poor internal links can hurt your rankings with major search engines, such as Google, and if your internal linking structure is built around poor content or a poor linking structure itself, you may find your site's ranking suffer as a result.

In addition to being well placed, internal links for SEO must be well crafted and placed.

Internal links must connect to the most relevant pages on your site, and they must link to the most relevant keywords that are important to your site.

The relevance of a site - or the relevance of a particular page - is the key to a websites ability to rank well.

The more relevant your website content is to the search terms that are most relevant to your site the easier it will be to see results from your SEO efforts.

Internal links for SEO are most effective when they are paired with proper navigation.

This means that the user who clicks on your internal links should land on the most relevant pages of your site.

For example, instead of directing users to the home page by linking to the main page, you could instead link users to a specific page within your site that is highly relevant to the search request that they have.

This would be useful if your site has a lot of product categories. Or, you might want to link visitors to the contact us page that contains all the information about the company.

One great way to improve internal links for SEO is by using authoritative pages.

An authoritative blog page is a page within your site that receive lots of traffic, and that is most closely associated with your target audience.

This makes it very easy for people who are searching for what you have on your site to find you.

The problem with most authoritative pages is that they are not very easy to find using a typical search engine.

Most search engines list only a few authority pages, and they often don't list these at the top of the list, that is why an SEO expert will use an internal link to link site users to that specific authority page.

If you want to improve internal links for SEO, then you need to create more relevant pages within your site.

There are many ways to do this, but one way that I've found really helps is by using an online SEO audit tool.

These tools are designed to identify all the internal links on your page that link to other pages on your website.

They will also identify any external links that points out to any of these internal pages.

How SEO Helps Your Business Grow

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 09 Feb 2021 13:55:23 GMT

A Quick Look At How SEO Can Help Your Small Business Grow Online!

Be Smart! Be Effective!

If you ask how SEO helps your business grow, then the answer depends on how it is implemented in the right circumstances.

W ith so many different digital marketers are telling you otherwise. After all, it is pretty hard to dispel SEO myth from fact, getting a clear understanding of SEO and how Google works becomes hazy.

If you want a simple explanation of how SEO can help grow your business, you need to get more in-depth.

How SEO helps your online business depends on how effectively you implement a search engine optimization marketing strategy. When talking about a strategy, it is important to understand that there are several factors at play.

These factors include the size of your target audience, the nature of your products or services, and lastly, your credibility in your target market.

Let us take each one of these points separately and then explore how SEO can help you with your marketing strategy.

The first thing to keep in mind is that SEO works off of a customer journey.

What does that mean? SEO looks at the user experience of a page and gauges a users interest in your products or services.

For instance, if you sell watches on a website, you want your customers to be able to identify with your brand, to the point where they'll want to see what kind of watches you're selling, how reliable you are, how beautiful they look, etc.

If your website's architecture fails to meet these requirements, your SEO efforts will be a waste.

One of the first things any good search marketing firm will do is analyze your competition.

A competitor's websites must also be investigated to understand their strengths and weaknesses and their overall success level.

Keywords and search phrases that relate to your target audience should help boost your search engine results.

However, it's important not to guess at the right keywords to use; instead, an SEO consultant will analyze your competition to determine which keywords your competitors are using and why.

They will also create a list of what keywords people are using to search.

Knowing what words are powerful and which aren't will allow you to effectively build a keyword list and use those words to your advantage in a content marketing plan.

Once you've found a list of powerful keywords, you need to rank for those keywords to draw customers and traffic to your website. What does "draw customers" mean?

A good SEO company will optimize your website and blog posts for your chosen keywords in an effort to improve your visibility on the results pages of the search engines.

Higher rankings for your site will give you more high quality traffic, more customers, higher conversion rates , higher repeat visits, and a more profitable bottom line.

The more traffic you have visited your site, the more likely you are to make a sale. And the more customers you have buying from you, the more likely you will make a profit.

Achieving this is not impossible for a small business owner without help but will be very time consuming.

Luckily, some professional digital marketing consultants can give you the training you need to know how SEO helps your website succeed.

These consultants will assess your current website presence and determine the things that are working and things that aren't working.

From there, they will provide you with the strategies, tactics, and software tools you need to ensure that you are getting the most bang for your buck.

H aving a great SEO strategy will increase your website ranking in the search engines and draw more customers to your website.

Because so many people go online to purchase products or services, online marketing is an essential part of every business grows.

If you have a solid SEO strategy in place, you won't have to waste time or money on initiatives that don't work. SEO can help your small businesses grow to become the success that you've always dreamed.

While Social media marketing is generally treated as a separate search strategy, the truth is most social media platforms are actually built around search engines.

By understanding how social platforms work you can use these sites to create content that can be found when users search for a service. Social media is especially helpful for local SEO.

I n fact for many small business owners, if they are looking to improve the visibility of a page combining social media marketing and local SEO is the best long term strategy you can use.

When developing your online marketing strategy, you need to keep in mind how SEO helps your customer journey.

You don't need to read countless case studies, or have fancy website design, if you understand how SEO connects the customer journey and the user intent of your audience.

Understanding this, you'll be able to implement tactics that engage your audience and draw them to your website. With the right strategy, SEO can open the door to a profitable future for your small businesses.

6 Smart Approaches to Prevent Google Penalties

contact@backgroundmarketing.co.uk (Terrence Kent) — Fri, 30 Oct 2020 15:08:23 GMT

6 Smart Approaches to Prevent Google Penalties (and Safeguard Your Traffic)

Google penalties can hit a website hard. If your site is penalised, it can completely disappear from search results, taking your organic traffic, leads, and revenue down with it.

At Background Marketing, we have spent nearly two decades helping UK businesses navigate the complexities of search algorithms. Over the years, we’ve audited hundreds of websites and helped clients recover from severe traffic drops caused by poor past SEO practices.

To protect your site, you need to understand exactly what Google considers a violation today. Here are six actionable, modern approaches to prevent Google penalties and build a resilient SEO strategy.

1. Know the Difference: Algorithmic Updates vs. Manual Actions

Before you can protect your site, you must understand how Google demotes content. There are two main ways your rankings can drop:

Manual Actions: This is a true "penalty." A human reviewer at Google has determined that your site violates their spam policies and manually applies a penalty. You will receive a direct notification in your Google Search Console under the "Security & Manual Actions" tab.
Algorithmic Devaluations: This is not a manual penalty, but rather Google's automated systems (like the Core Updates, SpamBrain, or the Helpful Content System) determining that your site isn't as relevant or high-quality as competitors.

Agency Insight: We constantly monitor Google’s major core updates. To stay safe from both, you must stop chasing "tricks" and align your strategy with Google’s ultimate goal: serving the best possible answer to the user.

2. Avoid Keyword Stuffing and Focus on Semantic Intent

In the early days of SEO, marketers obsessed over "keyword density"—matching the exact number of keywords to the word count of a page. Today, doing this will actively trigger Google's spam filters.

Google’s modern algorithms (powered by natural language processing AI) understand topics, synonyms, and semantic intent.

What to do instead: Write naturally for a human reader. Instead of repeating "emergency plumber in Essex" ten times, cover the topic comprehensively. Discuss response times, pricing, types of emergencies, and service areas. Answer the questions your customers are actually asking.

3. Create High-Quality, E-E-A-T Driven Content

Google uses the E-E-A-T framework ( Experience, Expertise, Authoritativeness, and Trust ) to evaluate content quality. Generic, thin content that simply regurgitates what is already on the web is increasingly being ignored or devalued by Google.

To avoid being filtered out by the Helpful Content System:

Show Firsthand Experience: Include original data, case studies, or real-world examples from your business.
Demonstrate Expertise: Have content written or reviewed by actual professionals in your industry.
Never rely on unedited AI content: Mass-producing AI articles without human insight is a fast track to algorithmic devaluation. Add your unique perspective to everything you publish.

4. Audit Your Backlink Profile (Avoid Toxic Link Schemes)

Unnatural or manipulated backlinks remain a primary trigger for Google's Manual Actions. Buying cheap links from link farms, participating in private blog networks (PBNs), or spamming comment sections will eventually catch up to you.

Google’s SpamBrain system is highly effective at neutralizing bad links.

5. Monitor Google Search Console Regularly

You cannot fix a problem you do not know exists. Google Search Console (GSC) is a free tool that acts as a direct line of communication between your website and Google.

Setup Alerts: Ensure your GSC is set up properly and that email alerts are turned on.
Check the "Manual Actions" Tab: Make it a habit to check the "Security & Manual Actions" tab on the left-hand menu. If it says "No issues detected," your site is free of manual penalties.
Monitor Indexing Drops: Watch your "Pages" report. If you suddenly see a massive spike in "Crawled - currently not indexed" or "Discovered - currently not indexed," it is a strong algorithmic signal that Google views your site's overall quality as low.

6. Partner With a Transparent, Technical SEO Consultancy

The most common reason businesses suffer penalties is that they hired a cheap, unethical agency that utilized outdated "black-hat" tactics without the owner's knowledge.

Good SEO is about building a long-term digital asset. It requires technical audits, clean code, entity-based content strategy, and authoritative digital PR.

Ask Questions: If you work with an agency, ask them exactly how they build links and structure content. If they cannot explain their methods clearly and transparently, walk away.

Have you noticed a sudden drop in your website traffic? Don't wait for the problem to compound. Contact Background Marketing today for a comprehensive technical SEO audit. We will diagnose the issue and build a roadmap to recover your visibility and grow your revenue.

Why You Should Care About SEO Citations

contact@backgroundmarketing.co.uk (Terrence Kent) — Wed, 30 Sep 2020 14:26:35 GMT

Understandng SEO Citations and Local Marketing

SEO citations are online references to your business’s name, address, and phone number, often abbreviated to NAP.

They can also be referenced as NAPW when the business’s URL is inserted as well. They are used to validate that your company is real.

The more your NAP appears linked to your business, the higher up in the search your business will be, and the more people can learn about your service.

The most important thing is that the citation matches the information on your Google My Business (GMB) page.

You need to be completely consistent with your details in order for citations to work for you, right down to how many spaces you use between data and capitalization or phone number formatting.

In addition, you will only receive partial credit if you vary what information is listed.

So, if you list the company name and phone number in one place and the business name and address in another, they won’t get the same credit as if both are identical.

This is important to keep in mind as you build your SEO citation strategy.

Once you know the answer to the question, “What are SEO citations?” you need to understand why they are important.

The main reason that local citations are so important is that they are the primary source used when determining the order of the SERPS.

If an organization is mentioned frequently, they make sure that it gets a higher ranking.

In addition, these citations are used to ensure that your organisation is real.

They want to make sure that the information in their local profiles are accurate so that people continue to consider them to be a reliable source of information.

If they are able to find the identical details on multiple sites, they feel pretty confident that it is a real company, and they will allow the business to rank higher in searches.

What Makes Local Search Important?

Finally, citations are important because they provide searchers with more locations to find your business online. It’s basic marketing; if you have your business citation listed in many different indexes, it is likely that more people will come across it.

Name recognition leads to brand familiarity , which leads to business and sales.

Where Does Google Look for Citations?

One of the most obvious places to submit your details are directories.

If you have a painting business, you might have your details listed in a number of different indexes as part of your advertising campaign.

This is where you need to make sure that your details are identical. If you say E. in one listing and East in the other, they don’t match up. You need complete consistency in your profiles.

There are many additional sites where checks for this information takes place, including social media sites, chamber of commerce sites, press releases, news releases, articles and guest-post bylines, image and video descriptions, forum sites, and many others.

What this means is that you need to make sure that your citation is consistent no matter where you list it.

The only way that all of your citations will be connected is if they are identical in every way.

What Can Hurt Citations?

Any inconsistency at all can hurt your local SEO citation.

If you have “Road” on one citation and “rd.” on another, this will be seen as two different citations.

You could have 20 citations with slight variations, and they will not be viewed as the same business.

It is absolutely critical that you make sure that every time your citation appears, it is identical in form right down to the last character or space.

In addition, using more than one phone number will hurt your ranking.

Even if you have more than one number for your business, you need to pick one for all of your citations.

I t is the only way to ensure that the citations are all connected.

You don’t want to change the name of your business or use multiple forms of the name.

If you think that you can add variety to your business name to add in a few important keywords, that is a mistake.

This is viewed as spam, and you will get penalized for it.

The best way to get higher up in the search is to choose one format for your NAP or NAPW and stick with it no matter what.

How to Start Making Local SEO Citations

Before you even get started, you need to decide where you will keep your citations organized.

You really should have a spreadsheet or some document that lists all of your citations.

Then, you want to start with your own site.

You need to determine how your details will be written, and you will keep this identical format throughout.

On your business site, make sure that your address details are listed on every page.

You should have your city, state, and phone number in the title tags whenever you can; replace “contact us” with a title tag for your contact page.

Then, make sure that the way you list your account details is identical to your other posts

Now that your business matches up to the Google Business Directory, you can take it further.

Gather a list of all of the free indexes that are available for your industry.

You can submit your profile, making sure that it is identical to your main profile.

If you want to find out which sites are used the most in your industry, you can search a competitor.

For example, if you have an Italian restaurant, you can run a search for your keywords and the town where your business is located.

For example, search “Italian restaurant in London.” When you see the results, you want to make a note of the indexes that show at the top of the search engines.

These are the indexes that rank the highest to locate Italian restaurants in this location.

How Are Citations Different From Backlinks?

Citations and backlinks will both help your website to rank up in the SERPs over your competitors, but they are two different things.

The reality is that having both successfully optimized for search and citations will raise your website up in the SERPS.

While a citation is basically your business listing, the NAP (name, address, and phone number) or NAPW (name, address, phone number, and website URL), a backlink is another site that links to your site.

In other words, Google uses the citations to verify that your business is legitimate, and backlinks show how frequently your link appears on other sites and a sites popularity .

Before you run out and paste your link all over the Internet, you need to understand that the traffic you receive is impacted by the quality of the backlinks you have.

Y ou want credible, authoritative websites to link back to yours because it raises your website’s bar as well.

Are Backlinks as Important as SEO Citations?

Both backlinks and citations are important, but they achieve different goals in your online marketing strategy.

Your citations will improve your visibility in local and map rankings, while your authority backlinks will help you with organic rankings.

With backlinks, you are getting inbound links from other websites.

The more credible those websites are, the more credible your website will be considered.

I n turn, they will boost your online visibility in search engines, which translates to leads, conversions, and sales.

You will want to use both of these local search tools to improve your search position and traffic to your blog or site.

Start with your citations for local search and map listings, and incorporate backlinks into your strategy to bolster your credibility.

How to Build Your Local Citations

Once you have determined the exact format of your profile and included it on every page of your website, you will make sure that you enter it in the GMB directory.

There are two types of citations: structured and unstructured.

Structured citations are listings in formal indexes, and unstructured citations are partial references on blogs, online news, and other sources.

You can submit your citation to formal indexes and receive a citation.

Some of these indexes are websites that have business information, such as:

● Yellowpages

● Yelp

● Facebook

● Mapquest

Once you are ready to begin building your citations, you should designate an email address for this.

It is ideal if the email address uses your company domain rather than a generic domain.

Remember that you can submit your citation to any website, but you want them to approve it.

When you use your company URL, it will hold a higher place than one that uses a generic URL like Gmail.

As stated before, make sure that your account details are identical in every submission.

This cannot be overstated because inconsistencies will defeat the purpose of what you are trying to accomplish.

Although there is a difference of opinion as to whether or not Google will count RD and Road as the same thing, it is best to pick one and stick with it for every submission.

Next, you will need to select your category, and you want it to be consistent on all of the sites you choose.

T his might be simple if your business is a restaurant, but if you cross over different industry categories, choose the one you want to use and stick to it.

In your directory submission, include as much information as you can.

You can include photographs, your logo, a complete description of your business, your business hours, and links to your social media.

The more information you can provide, the more verifiable your business becomes.

Don’t forget to verify your listings.

One of the reasons to designate an email address specifically for your citations is that it will be organized and simple to click the links and verify your listings as they come in.

R emember that your information will not go live until you have clicked the link to verify it.

Finally, remember to keep track of all of your submissions on the spreadsheet you started in the beginning.

Y ou will have all of your submissions and information in one place, and it will make it a lot easier to add to it later on and keep track of it, as well.

How to Find Sources for Your Citations

After answering the question, “What are SEO citations?” you will find that there are different methods to building up your citations, and you can actually find lists online that will tell you the top sources in your country or area.

If you are feeling overwhelmed by the entire process, you can source it out.

There are businesses out there that will handle all aspects of SEO (and backlinks) for you.

However, if you are ready to get it done on your own, you can organize it and make it happen.

Start with your GMB listing.

Many people say that this doesn’t count as a citation, but the reality is that without it, your citations will be a whole lot less meaningful.

It can be argued that this is the citation that is the most important because Google is a dominant force in local searches.

Next, you want to develop a list of your primary structured citations.

This includes search engines, local business pages, and apps that build directories specifically for business listings.

Consider the following examples:

● Apple Maps

● Facebook

● Yahoo

● Yelp

● Bing

● Superpages

● Yellowpages

● YP

● Foursquare

● Citygrid

There are others, but you will want to compile a list of all of the web pages that will benefit your business.

You cannot have too many; the more citations you have, the higher your rankings will be in the search.

You can create and manage a listing on any and all of the above sites, even if that is the extent of what you do.

Bear in mind that some sites are free (and you should take advantage of all of those), while others require a fee for your listing.

W hen determining where you should pay for listings, consider the impact on your business.

The next step is to compile a list of sites that are specific to your industry and your geographical location.

Lawyers, doctors, and travel services all use these sites to get citations.

I f your industry has sites that provide listings, you want to find them and get your citation included.

Sites that are specific to your geographical location such as the chamber of commerce (US), local business associations, and community centers, networking groups and this will give you more citations as well as exposure to potential clients who are looking.

Again, some will charge you, and others will be free.

You should be flexible and willing to pay for a citation that will bring you traffic, but pass on those that don’t bring you any direct benefit.

Finally, you will want to build some unstructured citations.

This might be a mention in a newspaper, a blog post, or on someone’s social media page.

You can actually take charge of this as well by submitting material to be published.

Make sure that you embed your citation in your post or article.

NAP Versus NAPW

More and more directories allow businesses to include the website URL in the citation, which is a huge benefit.

Getting links back to your site is a huge part of SEO, and when you can submit your link with your citation, it basically does double duty.

In fact, some sites will display the link as a “dofollow” link, which further boosts your SEO.

Always provide your NAP (name, address, and phone number), but whenever the option exists, make sure that you insert the website URL because this will further boost your visibility.

Keep Your Citations up to Date

It is really important to make sure that your profiles are relevant, have reviews, and are up to date.

Search engines have programs that crawl through sites to develop an accurate idea of what your website is about as well as how legitimate it is.

When it finds inconsistencies, this counts as marks against you.

Inconsistencies will actually harm your rankings, so you want to avoid it.

If your business experiences any changes in name, address, phone number, or website, make sure that you go to your spreadsheet and update every listing out there.

There are additional reasons for this. Customers are known to lose trust in businesses with faulty or inconsistent information.

In our current world, customers don’t want to investigate to find out how to get in touch with a business; instead, they will move to the next one on the list.

You definitely need to make changes across the board if any of your information changes.

Additional Ways to Add Google Citations

In addition to all of your submissions and blog posts, articles, and social media listings, there are things you can do to further get your reputation out there.

For example, if you make YouTube videos, you can add your details to any description of the video.

This gives you citations built into your video content marketing plan.

You can open an account on a photography website such as Photobucket and upload the same photos you put on your website or another directory listing.

Make sure that you submit your NAP or NAPW to their tags.

If you run ads in any online publication, you can place your details there, as well.

Content marketing is a great way to not only start link building, but also creating high quality content improves traffic. Basically, anytime you upload any article to the internet, insert your account details because you are getting another citation, which will only add to the list and improve your search results in the SERPs. Make sure it's keyword focused

How Many Citations Does a Business Need?

It is hard to answer this question, as there is no data that says how many citations a business needs.

However, there is a lot of data that shows how many citations businesses have.

What your specific business needs are will depend on your size and your industry.

F or example, businesses in the hospitality industry make significant use of citations, whereas smaller one-person businesses use fewer citations.

One study looked at over 100,000 local businesses, and found that the average number of citations per business was 81.

T hey also found a strong correlation between the number of citations and how high the business appeared in the Google search results, which suggests that businesses should have as many citations as possible.

Facebook is one of the most widely used platforms for citations, as it is simple to create a business page and make sure that your citation information is accurate.

E ven if you do nothing more than create and maintain the page, it will be out there, and it will give credence to your business.

Local SEO Serves a Dual Purpose

The bottom line is that local marketing is beneficial to businesses in more ways than one.

First of all, by submitting your citation to directory listings and other resources, you are growing your market .

You are creating visibility for your brand, and you are extending your reach to find new clients.

In addition, you are building your online presence through credible and reliable listings, which in turn builds up your credibility and reliability with the search engine.

The more Google can “prove” that you are a legitimate and trusted business, the higher they will place you in the rankings for searches.

This further increases your visibility and has the potential to further grow your customer base.

It may seem like a lot of work, but in the end, it pays off.

G rowing your presence both amongst your local customers and online will ultimately help your business to be more successful.

If you start out with organization as a priority, maintain your spreadsheet with all of your citations, and update them as needed, it will not require more time than it is worth .

Building credibility and trust is the key to any successful business, and by taking the time to ensure that your citations are accurate and appear in all of the right places, you will be better off.

Despite what some will say, you can not use PPC to outperform your competitors. No matter how good or big an agency, it's crazy to think that moving forward is as easy as just use PPC to pay, as if Google is that simplistic.

The truth is, the companies that see success research. They learn what great relevant content actually is in terms of keyword analysis.

They research based on a each individual case to determine what resources will help small organisations prevail.

If you're looking for a guide to help your company move forward, then speak with our agency and get a detailed analysis based on you're actual goals and targets. This isn't a push button audit, but a strategic roadmap providing you with the tools you need to succeed. No matter how small your business, using the right terms, having sound structure and a knowledgeable guide will help you see success.

5 Vital Digital Marketing Methods For Success

contact@backgroundmarketing.co.uk (Terrence Kent) — Thu, 23 Jul 2020 08:49:01 GMT

5 Digital Marketing Tactics For Success.

These digital marketing methods are a must.

Mobile Marketing - Of all of the digital marketing approaches that you could be using, mobile is probably one of the fastest groing approaches. It also represents a few unique oportunities for those with more technical skills. From mobile ads or GPS tracking to basic mobile apps, there really is no shortage of opportunities you can use to grow your brand.

Social Marketing - This style of marketing is most beneficial for those that are more creative, or for those that love being in front of people. Once again, this is where marketing managers are expected to spend the bulk of their time and money this year. While most of you probably believe that you understand social media, with constant changes to most of the major algorithms, be sure to pay a lot of attention to your analytics, and always be testing.

Website Design / Development - The reality is that trying to have a successful business in this day and age without a website is a lot like trying to sail across the Atlantic in a rubbish bin. The journey will be long, and uncomfortable, and statistically speaking you probably won't succeed. However having a website isn't enough . You should be conducting a consistent behavioral analysis to see not only how your users interact with your site, but you should as well be looking at ways to improve the overall user experience of your users. However none of it really matters without well thought out content.

Content Marketing & Development - As previously stated well thought out content is the key to any digital marketing campaign, and should be where you spend the bulk of your time. When it comes to content creation the key thing to remember is that everything is content. No matter if you are talking a quick social media post or a 2000 word blog post making sure that you are creating engaging content that gets users to take action should be your goal before you publish anything.

Digital Marketing / Advertising - While typically many would say that this is the catchall for all other forms of marketing online, I believe it should be looked at seperately. The reality is the analytics and SEM side of digital marketing deserve their own categories. Search engine marketing, has been and will continue to be the most cost effective way to get new business. This is just a simple fact.

10 Reasons Why Your Digital Marketing Campaigns Are Failing

Fri, 10 Apr 2020 10:21:00 GMT

Why Are Your Digital Marketing Campaigns Failing?

Don't make these same mistakes.

Let’s be honest: there’s nothing more frustrating than watching your marketing budget disappear into a black hole without a single lead to show for it. It happens way more often than people like to admit.

I’m massive on this subject because, when you actually look at why campaigns go south, most of the reasons are totally avoidable. You don’t need a degree in data science; you just need to stop making the same unforced errors everyone else is making.

Have a look through these 10 reasons. Hopefully, this helps you save a bit of cash and actually hit the targets you’ve set for yourself.

1. You Don’t Have A Clear Goal

Setting goals isn't just for the "hustle culture" lot on LinkedIn. If you want to see any real movement in your business, you need to know exactly what you’re aiming at.

If you’re trying to "win" online, you’ve got to define what a win actually looks like. Is it more phone calls? More checkout completions? Or just getting people to sign up for a newsletter?

If you don't clarify the goal before you start spending, you're basically just throwing darts in the dark. Take five minutes to visualise the end result before you touch a keyboard.

2. You Don’t Have An Established Budget.

We need to get one thing straight: the price of a service isn't the same thing as your marketing budget . Everyone wants a bargain, but that’s got nothing to do with the monthly pot you’ve set aside to actually get results.

Let’s face it—you can’t really market for free anymore. You’ll always hear that one story about a viral video that cost nothing, but you don't see the hundreds of failed attempts that came before it. Success costs money. Usually, the recommendation is to reinvest about 7% to 8% of your total turnover back into marketing. Whether that feels like a lot or a little, having a solid number makes it much easier to plan properly.

3. You Never Did Enough Research

The days of paying an agency thousands of pounds just to tell you what your customers want are long gone. Now, all you need is a bit of common sense and a look at the data that's already out there for free.

If you aren't using actual facts to build your campaign, you’re basically guessing. There are so many free resources available to help you see what’s actually working in your market. Proper research is also the only way to stay one step ahead of your competition without having to guess what they’re up to next.

4. You Didn’t Monitor Consistently

It’s easy to fall for the idea that you can just put your digital marketing on autopilot and head to the pub.

In reality, things move fast. People’s habits change, trends die out, and what worked last Tuesday might be useless by Monday. If you aren't keeping an eye on the numbers and tweaking things as you go, your campaign—and your business—is going to stall. You’ve got to stay on top of it.

5. You Never Had Anything To Say To The Customer

This happens all the time. We’re all fighting for attention online, but once you’ve actually got someone to look at you, you’d better have something worth saying.

If you want to see your results jump, take a proper look at the content you’re putting out. Ask yourself: "Would I actually care about this if I saw it in my own feed?" If the answer is no, your customers won't care either. Use your data to figure out what they actually value, and give them more of that.

6. You Never Established Realistic Timeframes To Reach Your Goals

Everyone tells you that you "need" to be on TikTok, or doing SEO, or sending daily emails. But the biggest headache for most business owners is that they don’t realise how long this stuff actually takes to kick in.

Nobody becomes a success overnight, even if it looks that way from the outside. It’s usually years of consistent, boring effort that gets you there. If you want your marketing to work long-term, you’ve got to be realistic about the timeline. If you plan for the long haul, you won’t get discouraged when you aren't a millionaire by week two.

7. Your Product Or Service Was Never Really That Good

This is a tough one to hear, but you’ve got to listen to what the market is telling you. Are you offering something genuinely great, or are you just doing a "me too" version of someone else's idea?

Sometimes, just stopping to listen to feedback is the difference between making it and folding. The best thing about the internet is that you can see exactly what people think about products like yours. Before you go all-in on a campaign, make sure you’re actually selling something people want to buy.

8. You Never Told Your Users What To Do In Your Digital Marketing Campaigns

Short and sweet: if you want people to do something, you have to tell them.

In marketing, we call this a "Call to Action" (CTA). If you aren't clear about what the next step is, people won't take it. Think about Wikipedia—it’s great for info, but they aren’t trying to sell you anything, so you just read and leave. If your site looks like Wikipedia, people will treat it like Wikipedia. They’ll learn from you, but they won’t buy from you because you never asked them to.

9. You’re Copying The Competition and Not Being Unique.

You see this a lot in markets with one big leader. Everyone else just tries to copy what they’re doing rather than figuring out why they’re successful in the first place.

If you want to actually stand out, you need a Unique Selling Point (USP). It doesn’t have to be a massive, world-changing thing—it could just be that you’re more reliable, or your brand has a bit more personality. Whatever it is, make sure people know why they should pick you over the other lot.

10. You Never Established A Clear Strategy For Your Campaign

You can’t really run a business these days without a proper digital strategy to lead the way.

A strategy basically takes all the points we’ve just talked about and puts them into a plan. It takes the guesswork out of everything. It means anyone in your business can see what’s happening and keep the momentum going. Without a strategy, you’ll just end up doing "busywork"—stuff that makes you feel productive but doesn't actually put any money in the bank. Busywork is a profit killer .

Ready to get things moving?

So, those are the 10 main reasons why most digital marketing fails. We could talk about this all day, but these are the big ones you really need to watch out for.

If you’ve had a bit of a nightmare with failed campaigns before, or you just want to make sure your next one actually works, let’s have a chat. We can look at your strategy and put a plan together that actually makes sense for your business.

A quick call could be the best thing you do for your business this year.

Why Should You Hire An SEO Consultant? Hire An SEO Expert Today

Mon, 06 Apr 2020 21:55:00 GMT

If you still aren't sure if hiring an SEO consultant is worth it, then have a read. We've compiled a list of the top 15 reasons to hire an SEO expert.

Can You Actually Guarantee Results In SEO?

contact@backgroundmarketing.co.uk (Terrence Kent) — Tue, 24 Apr 2018 15:48:17 GMT

Why Can't You Guarantee SEO Results?

Don't results matter?

I would like to talk about a frequently asked question throughout the marketing space that I believe that most people don't take the time to think about the answer. That question is can you guarantee results using digital marketing for your small business?

Now before you answer this question, it's important to understand one undeniable fact. The information you will read on this subject is being written by marketers just like myself, and that our job is to get you to think along our way of thinking. It doesn't necessarily mean one opinion is right or one idea is wrong. What matters is what works best for your business. My goal is to try to get you use a little bit of common sense when approaching this question and then to re-evaluate how you look at the answer.

Now the reality is that whenever you Google this question or any variation of this question in regards to SEO or ranking websites or anything along these lines there is a specific response that states that, no you cannot guarantee results and that you should stay away from any company that does claim to promise results.

Well, today I’d like to challenge that thought process. Let's be honest for a second. Why can't you guarantee results in this day and age utilising digital marketing for your small business? Seriously, if you can’t ensure at least some form of results, then what exactly is a small business owner paying for when they contract an internet marketing company ?

Now many years ago Google went on record in stating that no one can guarantee number one rankings, they never explicitly said that you could not guarantee page 1 rankings. As well, they never said that you couldn’t promise improved rankings. In fact, Google teaches a course on how to improve your rankings organically feel free to take a look here.

Now the argument is that there is no possible way to guarantee top rankings and I'm not exactly sure why you cannot.

In fact, I would venture to say that with regards to SEO you can guarantee page 1 rankings, however, what you can't do is guarantee sustained page 1 rankings.

Anyone who understands the process of search engine optimisation or any aspect of digital marketing understands that things regularly change. If you are an SEO agency that is doing your job and that you are continually testing and continually monitoring results, you will see certain trends that you should be following, and if you're following those trends, you should be able to make pretty strong guarantees based on a particular point in time. Now again what you cannot guarantee is how long a webpage will stay ranked, or how long it will take to see rankings increase for a webpage

Now I know I'm going to get a whole lot of abuse for making such a bold claim that you can, in fact, guarantee results in SEO or digital marketing but let's be honest and break things down a little bit further for a second. Take a market that you want to explore. I don't care what business you're in, I don't care what industry, and I don't care how big or small the companies are and look at the top 10 results when you Google whatever phrases associated with each market. Now look at what they were a year ago and look at what they were six months ago and look at what they were three months ago and look at what they are now. Now, wait and see what they are a month from now and look at what they are two months from now.

Now I understand that for you small business owners out there you aren’t tracking your rankings in multiple markets, but I bet you know who is ranking on page one for your target market.

Now what you will realise is there's not a whole lot of changing in these websites that are on page 1 because Google has understood that these pages are doing something predictable and guaranteed and Google wants them to stay in a position that promises to give users the best experience.

So common sense says if you can repeat a similar process to what these ten pages have been doing you can, in fact, guarantee results based on common sense. Right?

Now about every other aspect of digital marketing can you guarantee results. Yes! Once again the reason I say this is because we live in an age of complete data information and analytics we can look at numbers and make logical choices based on what the data tells us.

For example, if a small business owner walks into a digital marketing agency and says I only have three Facebook followers can you increase my following? Yes, I can guarantee you an increase in your audience. If somebody states I don't have enough content on my website can you add more content to my site? Yes, I can guarantee that we can create more content.

Now to wrap this thing up a whole lot better in a beautiful big bow for all of you to read if somebody comes in and says I don't have enough people looking at my site can you increase traffic? The answer is yes; I can guarantee that your traffic will increase from working with our digital marketing because we understand how to read data.

Now again, I am positive there are going to be people who are going to read this and still fight to the end by telling people you can’t guarantee results because they have spent years discussing business owners that, no you can’t deal with this business or that business because they guarantee results. They have made a fortune from saying small business owners that companies that promise results are bad news.

I do wonder though why don’t we consider companies that don't guarantee results a problem?

If you can’t ensure results for your clients why exactly are you taking their money? What exactly do you promise them if you do not promise them results? You should be able to guarantee results in any business. If I walk into any company, I expect that company to ensure that they're going to do what they say. There should be a guarantee based on their service, not a promise to try, but a commitment to in fact get results.

Again this information has come from marketers and since “I’ll try my best” Isn’t a feasible sales tactic, what they tell you is anyone that guarantees results is wrong, and that’s just nonsense.

Now let's be clear, even though I stated this earlier I want to make sure that it's clear again, so everybody understands.

The issue is not guaranteeing results; you can ensure results in any aspect of digital marketing. I don't care whether its social media, or whether it’s SEO. I don't care whether it's traffic generation, the lead generation it doesn't matter all aspects of digital marketing can without question be guaranteed, and the process is verifiable to show a guaranteed return on investment .

The real question is the amount of time that it will take to get those results and the amount of time that those results will be maintained primarily in regards to search engine optimisation.

SEO on its own is an entirely different monster to most other aspects of digital marketing because the steps are not as straightforward when it comes to ranking a website. There are multiple ways to improve rankings for a site, and most digital marketers take an entirely different approach when it comes to ranking websites .

From the experience of myself and of many others in the industry the reality is you can see in fact guarantee results sometimes no matter if it's for a small keyword or if it's for a big keyword the truth is you can guarantee a ‘page one’ ranking.

What I believe is that it would be difficult to guarantee a number one ranking. Quite often the top 3-5 websites bounce around each other with none every staying stationary.

I don't think there are any problems in promising a page one ranking. Not in an industry that you've taken the time to research, see what the competition is doing, and can look confidently to say yes based on established practices that Google has proven and repeatedly stated that they are looking for on a website that you can reliably get results.

If you understand competition research and what your competitors are doing you can guarantee page 1 results. I will go further and say, anyone who doesn't promise some results, then that is a company you should probably not contract.

Because that is a company that is just trying to take your money for as long as possible without actually trying to get you results.

In closing, I want to go firmly on the record in stating that you can guarantee results in digital marketing and most cases I believe that an agency should ensure results.

They should back what they do and should be able to prove that their agency is as good as their claims are.

Now while a case study is cute and while being able to state what you've done for past clients is pretty much the standard approach to things the reality is most business owners are smart, and they won't care about those things.

A business owner wants to know what you can do for them individually and what guarantees they have that in giving you money you will get the results. So for you business owners, the next time you're speaking with a marketing agency, and they tell you that they can’t guarantee your results I would suggest that you instead firmly ask them, “then why exactly should I pay you? If you can’t ensure results what good are you?”

I mean let's be honest would you go to a restaurant that told you that they couldn’t make any guarantees on whether there is going to be any food? Or if they told you, they can’t make any promises on if the food will taste good? Is that the type of business that you want to honestly trust with the future of your business?

Facebook Marketing Made Easy

contact@backgroundmarketing.co.uk (Terrence Kent) — Wed, 28 Feb 2018 14:06:13 GMT

Facebook Marketing Is Easier Than You Think

Do You Need Social Network Marketing for Your Business?

Traffic generation is an important criterion that plays a significant role in the promotion of your respective blog or website.
Creating a blog or business site has grown to be extremely easy these days. However, the hardest part is generating the traffic.

Some excellent methods which can be used by you are Facebook marketing, marketing with video, market and keyword research, article marketing, free classifieds, advertisements, forum marketing and article submission.

First of all, the internet business you are marketing will need to have both profile and fan page on Facebook.

Facebook marketing is primarily consisting of both of these forms of pages with this famous social media site.

Your social media profile page will be your default business page on Facebook while fan page is extra storage to get more possible customers.

Signing up with these two Facebook pages will be the initial step in Facebook marketing.

The last time I checked, there are over 350 million users on Facebook which is a massive number of users.

It overtook MySpace because of number 1 online community website on earth this past year which is just behind Google about online traffic.

You are then in a position to know how important Facebook marketing has become for all those websites.

Interaction is the key to social media success. You will need to engage your fans, not only to promote but also to build a rapport.

You can be creative with all the questions too! Don't just seek advice which is a method to a conclusion on your business.

This approach is not a client satisfaction survey we are doing here; it is looking to strike up a conversation using your exact to life fans.

You can do some things, and we will attempt to explain them here. For instance, take a look at other brands or internet businesses and see how they are promoting themselves on Facebook.

You can try and build a Facebook fan page where individuals will be watching news and updates about your products and evolution. This technique is also ideal to reach what your clients' desires and requires are since they will be commenting your new posts. Don't post Nonsense on Facebook!

Finally if you internal team is big enough, create a social media policy and have your team take part in the outreach.

Online Reviews ~ Your Business Is Failing Your Customers!

Fri, 03 Feb 2017 21:59:00 GMT

How Your Online Reviews Impact Your Business

84% of consumers stated in a survey that they trust online customer reviews as much as personal recommendations.

Now, as far as I’m concerned this is a massive statistic and a massive statement that I don’t believe most people are actually paying attention to or using to their advantage when it comes to their online reputation and marketing.

How do you take control of your reputation?

Now anyone who has been in business for any period of time for anyone who knows anything about marketing understands one fact, and it’s been going around the planet for decades and is this, word-of-mouth marketing is without question the best form of marketing.

Now this is an extremely powerful phrase and the reason why is because personal recommendations equal trust. If your brother’s says to do business with somebody you do. If your mom says I like that guy hes done my work for me, you generally will hire them to do the same for you, so this is important to understand.

However, it’s important understand that not everybody can get that “personal recommendation”.

The though that most businesses and individuals for that matter have in their head is tha,t you offer a product or service to an individual or to another business and if they are happy with the product or the service, then they begin to shout from the rooftops how amazing you are as a company and how happy they were and how they will always do business with you again over and over and over and over and continue to do this until the their dying days.

Here’s a newsflash for everybody to pay attention to, it doesn’t work like that.

The reality is according this website , customers will tell about 2-3 people if the have had a good experience… fact.

However on the other side of that, they will tell 8-10 people about a bad experience .

Don’t you think it’s about time to start paying attention to some different approaches to start explaining how good you are at what you do?

This is where online reviews become so much more important than most people realise. Immediately after users have experienced your product or service, all you have to do is point them to one of the hundreds of review sites online and asked them to leave their opinion on what they thought about your service.

So why aren’t more companies taking full advantage of online customer reviews?

The reality is most people just don’t get it.

They don’t understand the importance of customer reviews, they don’t understand where these customer review sites are and they just don’t understand the exact power of online reviews. For example almost 60% of business owners haven’t even claimed a Google business listing. In fact they don’t even know that it exists, which means people could be leaving negative comments about their business all day long and these owners are losing business and don’t even realise it.

Online businesses reviews are important because they are made by real people who have real opinions and reviews and more important than anything else you can’t delete them.

This is why individuals trust online reviews as much as they do because if somebody leaves a positive review about their honest opinion of the business or somebody leaves a negative review about their honest opinion on the business, it is still the opinion of the individual no matter what and that’s what people trust, they know for a fact that this is a person who has a thought. So how do you tap into this culture to help your overall brand?

The first thing that you have to do is deliver a good product or service no matter what this is. A bad services or product will build a bad reputation, so lets try to avoid that.

The next point, and this is the most important part is to ask your customers. Understand when I say ask your customers I mean asking them immediately at the point when a sale has been made or very shortly after. You’d be surprised how many businesses feel that it’s not appropriate to ask a question or don’t want to bother the customers to ask the question.

Now, let’s be clear, not everyone is going to say yes, and that’s okay as well. Online reviews provide businesses with an opportunity to learn what they are doing well and what they can improve on. So make sure to welcome negative feedback, as this is the only way you can really grow your business…by learning.

S o do I honestly feel that online customer reviews matter… yes I absolutely feel they do and whilst the stats say 84% I believe one hundred percent trust what they read. Now it’s important understand one fact as well in life you pretty much have a 50-50 chance of accomplishing anything. So if you had a 80% to 85% chance of someone sharing their experience about your business and that you would more than likely to get business from it, is not something that you want to explore at least a little bit further instead of listening to the old ways of doing marketing and business and hoping that people may spread a good word when really thy only spread bad words.

If you are curious about how to start taking advantage of how to utilise online reviews to build your brand and grow your your business, then contact us today. However even if you don’t contact us, you need to do what is necessary to ensure that you always know what is being said about you online .

A Quick Review Of What The Google Penguin and Panda Upadates Are.

Tue, 27 Sep 2016 21:02:00 GMT

Understanding The Google Penguin And Panda Updates

In light of the recent Google Penguin update, I felt it was important to revisit these two influential algorithm changes and look at how they changed SEO.

Why Google decided to name its algorithm upgrades after creatures in nature that are white and black is puzzling; in fact, the most recent was Hummingbird, although one might well have believed that the next upgrade would be called Zebra. All of them bear about as much similarity to the theme as an apple does to mobile phones to computers or an orange.

Enough with the animal updates already.

Both Penguin and Panda were changes to Google’s conditions for ranking sites. Panda was launched in February 2011 and Penguin on April 24th, 2012.

The purpose of Panda was to ensure that what Google considered “low quality” sites were lowered in the standings. According to some reports, around 12% of all sites were changed, many dropped from the top spots on page 1 that they’d inhabited for quite a while. Lots of these sites vanishing into oblivion meant that their owners, who’d undoubtedly worked hard to reach the positions in the first place, lost the important part – if not all – of their business essentially over night .

One might consider that Google actually doesn’t care how hard you actually work to make a living, and while you may be skeptical to accept this fact – it’s still accurate; Google is a business, concerned with its own profits. Nevertheless, from a purely business standpoint, you cannot fault them.
Google Panda

Recommendations are to remove the offending pages or rewrite them and have new web design. Nevertheless, rewriting doesn’t ensure restoring the standing, unless the rewriting and web design is of quite high quality and creates a fresh idea that didn’t exist before. The main point here is that Panda is more focused on onpage content and quality

Google Penguin

Nevertheless, a wide range of devious “black hat” approaches are used in order to try to artificially increase the position of low-quality websites, and Penguin was designed to stamp out the practice. Sadly it also resulted in lots of websites that were innocent becoming caught in the cross, although significantly less than in the Panda upgrade. So here Penguin is based on targeting all off page efforts for promoting a website online.

Whatever the future holds, there’s no doubt that Google is becoming a lot smarter quite fast; attempting to outfox it won’t be simple or smart. How to avoid Google penalties .

The truth is, the easiest thing to do is clear: supply quality content that searchers want to learn about, interact with, and share. That way, your site will be rewarded organically.

How To Avoid Posting Nonsense On Facebook

Mon, 15 Aug 2016 11:10:00 GMT

Please Stop Posting Nonsense On Facebook

Why I Felt It Was Necessary To Write This Now

While I know this is a marketing website and the main goal here is to help business owners and individuals understanding the power of using digital marketing in becoming successful I felt today it was time to take a different approach. So today’s post is more about how to not make yourself look like an idiot online, and how to spot other idiots when the post stupidity. Now there are a few layers to this so I will start but approaching satire websites first

Due to the type of post this is, it is important that I get this right, so here is the definition of a satire site from Wikipedia.

News satire , also called fake news , is a type of parody presented in a format typical of mainstream journalism , and called a satire because of its content. News satire has been around almost as long as journalism itself, but it is particularly popular on the web , for example on websites like Antarctica Daily and Onion News or Faking News , where it is relatively easy to mimic a credible news source and stories may achieve wide distribution from nearly any site. News satire relies heavily on irony and deadpan humor

So to sum this up, satire webstites aren’t real.There are honestly millions of satire websites on the internet and more being created everyday. So when you decide to share something on Facebook, or any other social media platform, you need to ask yourself is this real, or did this really happen. This also brings us nicely to our next point which is considering the source of the information you want to share.

Considering Your Source

We already established that the satire websites that litter the internet are not real news sources. These are not to be confused with the very credible small news outlets who just don’t have mass media funding. This is a direct look at those sites that use humour as a way to deceive, and because people don’t generally research on their own, they share this information on their Facebook page and pass it as true. For example how many times have you seen where a celebrity has been reported dead on Facebook only to find out it was a hoax. Well these ill conceived jokes are the product of satire websites, and by sharing this information you are part of these poor taste jokes, or worse.

The easiest way to solve this problem, is to consider the source where you first saw the information, no matter what it was. Was it a post from that friend on Facebook that always posts dumb stuff? Was it from your friend that works at a local law firm? We all have friends whose sole purpose in life is to wind people up, well remember that when you look at their Facebook post. Just because the news may look credible, remember the person posting may not be, and that should be enough to at least have you raise an eyebrow.

The most important point about considering the source, is the Facebook page that is being shared itself. Many groups that you may not want to be associated with are very savvy when it comes to using Facebook, and they know that sometimes posting a cute picture of a cat playing with yarn is enough to get you to share it with your friends. With that you may not realise that the Facebook page itself supports something that you don’t believe in, and never would associate with. This brings us to the next point which is fact checking.

Learn How To Fact Check On Your Own/ Use The Internet

Now, before sharing anyone else’s information, you want to have a better understanding of what your sharing and who you are sharing it from. I know there are those that will read this and say that’s too much work, and Facebook should be fun and carefree. Well I agree a little bit. Facebook is a place where your family, friends, and business acquaintances can all interact with your life. Well think about if you share the wrong thing, or share from the wrong page. Do want people to think you are associated with racism, terrorism, or worse? This is why a little fact checking is necessary. The first thing to do is click on the first Facebook page that shared it. What type of things have been posted previously? What type of views do they have? Is this a site you may want to follow? If it is a news story, just use the internet. It doesn’t take long to do search and find out if a news story is real, in fact if it is, it will probably be on Google news.

Don’t Believe Celeberity Pictures With Quotes

So that’s it. A quick look at how to not post nonsense on Facebook. Again, I know many of you will feel this wasn’t a necessary post, if you do believe that I urge you to change your thinking.

It as become very clear that employers are increasingly looking at social media profiles to determine the type of reputation you have on and offline.

Social media is quickly becoming the fastest way to learn about people and their behaviour which is why people contact agencies like ours to help them develop a better persona online .

The idea here is to ensure you are aware that posting nonsense on Facebook has not only short term but long term consequences as well.

Please share this post with others so that we can educate more people about not looking stupid on Facebook.

Ways Your Business Can Grow with a Social Media Profile

Fri, 04 Mar 2016 20:42:00 GMT

Social Media Profiles Matter

Social media networking and marketing obviously is the wave of the foreseeable long term. It seems that more businesses are creating their presence at the most frequented sites thanks to the help of social marketing consultants. But the great news is you can accomplish this, as well, and work to set up your own place there. If you really want to take advantage of this, then there is really no rationale to wait any longer. Actually there are very many marketing approaches you can use, and each of them provides their own particular type of power. You are the sole person in the position to understand which strategy is optimum for your situation.

A forgotten but powerful skill

When you think about talking to your target audience, then that means social marketing and networking. If you do that, then your odds of success at all three sites will significantly increase. Whenever you are able to individually talk to your market, then you can use these opportunities to get responses from them about anything connected to the market. So that implies it can be an useful market research device. Then there are customer service potentials which can change into good things for your business. You will be immediately interacting with your market and customers, and that represents a powerful opportunity. That is a degree of customer support and assistance that does not exist very much, nowadays.

Market research is critical for any business, and you can tap into a new method of doing that. There are billions of interactions going on at social networking sites, and that is the key element. They look at everything, and that incorporates all the unique aspects of your market. So then just imagine if they are discussing their various experiences with buying something. You will have the opportunity to eavesdrop about issues in your market, or answers that you may want to learn about. Basically you can just be there and ingest all this crucial information. There are many benefits to accomplishing this, not the very least of which is finding out how they talk. Your promotional messages and copy will convert significantly better when it speaks the exact same language as your target audience.

Writing Quality Content Isn’t A New Thing!

Fri, 04 Mar 2016 19:57:00 GMT

Writing Quality Content Isn't A New Tactic

Despite what you may be reading out there, writing high quality content is not a new tactic, and it is not some buzzword to be thrown around lightly. As everyone probably know by now the key to success online is in creating engaging quality content. However, if you really look in depth at it, quality has always been at the […]

How do we do more with less?

So if you really want to make it online, forget all of the shiny new objects that keep popping up, and stick to the basics. You can’t fail.

Getting The Most Out Of Local Business Marketing

Mon, 14 Dec 2015 13:50:00 GMT

How Can Local Business Marketing Improve Your Visibility With Your Targeted Local Audience?

If your answer is yes, then local SEO marketing is for you. This article is to show you how to get on the right track with local search marketing so you o get long term results from your efforts.

Improve your business

Producing good content that is relevant can prove to be the key to success with local search due to many businesses that lack in that area. Having an advantage over others will give you the full benefit from local search marketing , start utilizing the power of unique content. Set goals then over-exceed them when it comes to quality content. For example, if you have some quality type of content that benefits your audience, don’t hesitate to add it to your website. You will have better results with your prospects in the long run if you have more value you are able to give away.

Secondly, it is vital that the articles on your website are very interesting. This is because you ultimately want to change your viewers into customers by making them believers. This is why your website content has to be done with your viewers in mind, but also pay attention to the local search options. This is so that you will not omit any needed keywords.

Last but not the least; make sure your address is embedded on your website in all areas. In order to make it easy for local search engines to find your website, taking this step is really important. Be sure to mention your address in your site’s title, the meta description area, the footer of the website, and inside the text of your site’s pages. Your address plays a key role in telling the local search engines where your business is located and gives them an impression that your business is genuine.

All in all, this article says that local search marketing is not going anywhere. In the next couple of years, your competition will become tough because plenty of companies are beginning to understand how beneficial local search marketing will become. If you plan to be better than your competition and get your share of this market, then you have to do the work now and be successful later.

Content Is King…Well Not Really.

Tue, 16 Jun 2015 14:53:00 GMT

Is Content Really King?

Now before we start, make sure that we are clear that I’m not disputing the fact that “content is king.” the reality is, most people understand that quality relevant content is in fact the master of all things even Google has admitted this fact.

Truthfully, my dispute comes slightly deeper in the process, heres what I mean. While producing quality relevant content may be one of the most important things if you want to create a quality reputation online, I do think it’s wrong to have the thought process that this is all that is needed and nothing else. Honestly think about that for a second. You produce/create a brand-new website, brand-new domain, brand-new piece of content you build absolutely no trust, no recognition, nobody knows who you are. You produce a piece of what, you would consider quality relevant content to your industry and now the job is done. Now by definition to what the gurus will tell you, that’s all you need and you will be able to outrank some of the biggest most established websites on the internet, and we all know that’s not exactly true, now is it?

Years ago what would happened is you would create a blog and that information would be shared on another popular blog however as the world has digitally evolved and the birth of social media and social networking sites have taken form, it has become easier to share information, easier to pass on quality information and that information gains you authority and trust. Now take platforms like Meerkat, Periscope, or even Google Hangout, these properties have made it so all you have to do is give a time and a subject and that is shared, no content is created until the actual broadcast. In my opinion this proves that sharing is at least equal to content if not slightly ahead of it. Which means you can’t call one king above all else.

So How Do You Use This To Your Advantage?

Next goes into the relevant side of things. Why in fact are you targeting this market, this phrase, these people, whatever the case may be? If you think about this realistically, in order to produce quality relevant content for the user, you have to answer a question. Understand Google is a question answer tool users ask a question, and you have to provide the answer. What makes your answer the definitive answer on the subject above all else? If you haven’t thought about this there is no reason for anyone to share your content.

Take this for example, you know your market and you know exactly who you’re looking for. You have found out the exact answers you want to give to their questions, you know exactly why your response is the most in-depth response to their query that is on the market and then you realise that there is a group of people discussing this exact subject on Facebook you see people on Twitter there are hashtags dedicated to it, there are countless and I mean countless social networking sites all with forum and networking capabilities or quick chat capabilities, whatever the case may be people have like-minded conversations. Take LinkedIn, LinkedIn if you are in actual business, not just have a website but properly run a business there is a wealth of information and people consistently and inconsistently trying to find the best answers to questions in business every single day.

Now by entering these three points content can, and I stress here ‘ can ‘ become King. However with out these steps, you are waiting for Google to first find your content and by time it does find the content it will be out of date and more appropriately it won’t have any type of authority behind it because nobody is talking about it or you they will have already received the answer from somebody else’s content. Again this is just my thoughts you can agree you can disagree with with however I believe the phrase should read more like this: Content is King* and leave room for an expanded definition of the phrase.

Why Your Social Media Marketing Strategy Doesn’t Work

Fri, 15 May 2015 21:55:00 GMT

Here's Why Your Social Media Marketing Strategy Isn't Working

You’ll often hear people claim that social media is a bit of a "waste of time" or that it’s impossible to see a real return on investment. In many cases, business owners who’ve outsourced their socials to cheap agencies feel burnt, viewing it as a sunk cost rather than a growth engine.

But here’s the reality: social media isn’t the problem—the approach is. By the time you finish this post, you’ll see that the right social experience isn't just a time-filler; it’s one of the most powerful financial levers you can pull for your business. If you’re ready to stop shouting into the void and start building a brand that actually converts, here is how you fix it.

Social media done the right way.

1. Most people are doing social media wrong

Let’s be blunt: most brands are just doing it wrong. And I’m not just talking about the DIY business owner. I’m talking about "specialist" marketing agencies that do nothing more than schedule a few generic posts a week and call it a day. It’s a massive trap.

There’s a common misconception that if you just post enough, the money will eventually start rolling in. It won’t. This "volume-first" mentality is exactly what’s stopping you from becoming a market leader. Once you ditch the idea that social media is just a digital megaphone, you can start building the authority your brand deserves.

2 What social media isn’t. Social Media is not a sales tool

Stop trying to sell. Seriously. I know it sounds counterintuitive when you’ve got targets to hit, but if you’re pitching every five seconds, you’re just noise. What actually makes you different from your competitors?

It’s a proven fact: the less you "sell," the more people actually listen to what you have to say. But that begs the question—what do you have to say? If your entire online identity is based on "Buy Now," you’ve essentially relegated your brand to "slimy used car salesman" status. People don't go to social media to be sold to; they go to connect. Find your identity, show some personality, and the sales will follow naturally.

3. Now that you know it’s not sales, what is your goal for social media?

You need a clear distinction between your overall brand identity and your specific social media goals. Without this, you’re just drifting. In the digital world, you’re either a "somebody" or you’re invisible.

Most successful businesses don't actually close the sale on social media—they do it on their website. Social media is the bridge. If you look at the top-performing Facebook business pages , you’ll notice they aren't catalogues. They are hubs of information, brand storytelling, and massive amounts of community engagement.

4. What social media actually is… Customer Service!

Above everything else, social media is the modern face of customer service. If you’re still treating your customer service team like "glorified secretaries," you’re missing a massive trick.

Social media is about the exchange of value. Customer service is about ensuring every interaction is memorable and favourable. When you combine the two, you stop being a faceless company and start being a brand people actually like. It’s the new front door to your business—make sure it’s welcoming.

5. Why understanding the intricacies of customer service is more important than ever.

In an era where a single bad tweet or a ignored comment can go viral, your reputation is your currency. Digital customer service isn't just about solving problems; it’s about public-facing brand building. Every response you give is a signal to potential customers about how you treat people.

6. Which platforms should you use/not use?

The "easy" answer is to go where your audience is, but the honest answer is to stay where you can actually be authentic. Don't join TikTok just because your neighbour’s kid said it’s "the next big thing." That’s the fastest route to burnout.

You have an obligation to be where your customers are, but you also have to manage those platforms properly. Do your homework. Use free tools to see where people in your industry are actually hanging out. If your audience is on LinkedIn, don't waste 40 hours a month on Instagram. Join the conversation where it’s already happening.

7. How often should you post?

There is no "magic number" for posting frequency, and anyone selling you a "3 posts a day" rule is lying to you. Every industry has a different rhythm.

You need to experiment to find your own sweet spot. While tools can show you when your current followers are online, remember: if you only have ten followers, those stats don't mean much. Focus on building a foundation of high-quality, engaging content first. Once you have a community, then you can start worrying about the data-driven "best time to post."

8. What type of content should you post?

Content should be a mix of education, entertainment, and brand insight. If you aren't adding value to someone's feed, they will scroll straight past you. Think about what your audience actually cares about—not just what you want to tell them.

9. Why you should ignore most social media plans / People fail because they don’t understand social media, not because they aren’t posting enough.

I’m not saying all plans are rubbish, but in the early stages, a rigid 30-day calendar is often unnecessary. It’s not an arms race to see who can post the most—it’s an intelligence race to see who can be the most insightful.

Think about it: would you rather see 1,000 "Buy 1 Get 1 Free" ads, or one post that actually solves a problem for you? Quality and relevance will always beat volume. Look at the leaders in your industry; they aren't just spamming the feed. They are telling stories, sharing videos , and inviting their followers to be part of the brand.

Recap / Final thoughts.

At the end of the day, your marketing strategy needs to be as unique as your business plan. Copying a competitor is just a race to the middle.

Be unique, focus on genuine customer service, and stop treating social media like a digital sales pitch. If you must sell, stick to the Pareto Principle: 80% value-driven content and 20% self-serving promotion. You can choose to keep shouting into the wind with cold calls and spammy posts, or you can start building a brand that people actually want to follow. The choice is yours.

Easily Improve SEO Ranking With Unique Quality In-Depth Content

Thu, 30 Apr 2015 21:25:00 GMT

Stop losing local leads to competitors. Discover how to improve SEO ranking fast with an in-depth SEO content strategy proven to improve Google ranking.

How To Publicize A Brand New Site With SEO In Mind

Mon, 13 Apr 2015 15:25:00 GMT

How To Use SEO To Get Your New Site Seen

Do It Right The First Time!

We recognize that not everybody involved with business on the net is interested in search marketing. Or, achieving placement through search engine marketing .

Yet still, many people continue to hope to utilize this strategy.

The most challenging and trying period of time is when a new site is produced and rolled-out live.

It is hard to start the process of obtaining traffic. Obviously you need to consider measures to get your current site indexed in Google.

Before you do that, you should take care to use top notch methods so you produce good SEO.

If you need Google to supply you the greatest exposure within their search engines, you have to be certain your content is structured appropriately.

We mean to say all of your content needs to be arranged in a logical way in accordance to the keywords and phrases you optimize for. Each web page should belong to a particular search phrase category.

Make Sure Your Keywords Are In The Right Places!

Your most important category needs to contain the associated keyword content pages. The home page needs to be the primary keyword phrase that the rest of your site is focused upon. If you construct your site together with those general guidelines, your website will appear much more organized to Google. An even superior benefit is that every page can rank for its personal individual keyword phrase.

Don’t forget that each page on your website should be able to stand on it’s own content wise. In other words, each page is required to be optimized for a solitary unique keyword phrase. You should certainly never optimize two or more pages for the exact same same keyword phrase. It is furthermore a good idea to avoid placing the same content on more than one page. Doing so will produce a duplicate content problem.

You can have printer friendly pages which happen to have the same content as the non-printer friendly webpage. In that case you need to make use of nofollow links to it and no-index commands in the web page code.

If you currently have such scripts on an important page, then that will cause problems with your page getting appropriately read and accounted for.

JavaScript navigation structures can also cause problems with search engine spiders or bots. Using web links in Flash content can certainly also cause problems. Utilising different search engine simulators may help to steer clear of these problems.

Some navigation components that use Javascript can pose roadblocks to search engine spiders, or software. Some Flash content can certainly contain links that are beneficial but cannot be accessed and scanned. As a preventative measure, you may choose to utilize a search engine simulator to identify any potential problems.

You need the greatest possible number of people to read through your site without problems. Make sure you check that the leading browsers are capable of properly show your site. Known as cross-browser compatibility, it is critical for an optimal visitor experience. Even though most web owners do not create internet sites which will go through problems, it would not hurt to check anyway.

Critical SEO Basics You Must Get Right

Fri, 03 Apr 2015 10:41:00 GMT

Understanding The Basics Of SEO: A Modern Guide for Business Owners

Quick Summary: SEO remains one of the most powerful ways to drive organic traffic to your website in 2025. While tactics evolve and algorithms change, the core principles of quality content, strategic linking, and user experience continue to deliver results. This guide breaks down what matters most in today's search landscape.

The Ongoing SEO Debate

You can often find heated discussions among marketers about which SEO tactic delivers the best results. That's why you'll encounter inconsistent opinions about search engine optimisation—some view it as time poorly spent.

Many people believe SEO is a waste of effort. They argue you have minimal control over your search rankings. Others point to the constant backlinking required that demands ongoing attention.

Staying current with algorithm updates and industry changes adds another layer of complexity. The landscape shifts frequently, and what worked last year may not work today.

But here's the reality: If you achieve high rankings for valuable search phrases, the investment becomes incredibly worthwhile. The key is minimising mistakes and following proven strategies that align with modern search engine expectations.

Google's Evolution: Quality Over Quantity

Google has undergone massive transformations since 2011, with its algorithm updates becoming increasingly sophisticated. Recent updates, such as the Helpful Content Update and core algorithm changes, specifically target low-quality content.

The message is crystal clear: Low-quality sites no longer thrive in Google's search results. Every algorithm revision reinforces their commitment to promoting genuinely valuable content that serves users.

While no algorithm is perfect, Google's AI-powered systems have become remarkably effective. They can now detect thin content, keyword stuffing, and manipulative tactics with unprecedented accuracy.

The Golden Rule

Think about the user, not SEO tricks. This principle has never been more important than it is today. Google's algorithms are designed to reward sites that prioritise user experience, answer questions thoroughly, and provide genuine value.

Internal Linking: The Underrated Powerhouse

One essential but often overlooked aspect of on-page SEO involves strategic internal link building. Most site owners make a critical mistake: they point too many incoming links directly to their homepage.

Here's what works better: Distribute your external backlinks across your internal pages. Your individual content pages—blog posts, product pages, and resource pages—should receive the majority of incoming links.

This approach creates a powerful cascading effect. Link equity flows through your internal pages and ultimately strengthens your homepage authority.

Implementation Strategies

For WordPress blogs, numerous plugins automatically create contextual links to related posts. These tools identify relevant content and add strategic internal links following each post you publish.

HTML sites require a more manual approach, but the principle remains the same. Link strategically to other relevant pages within your site, creating a web of interconnected content that helps both users and search engines.

Pro tip: Aim for 3-5 internal links per page, using descriptive anchor text that tells readers exactly what they'll find.

Social Signals: The Modern SEO Essential

One of the most significant shifts in search engine optimisation involves integrating social media marketing. In 2025, social signals play a more prominent role in how Google evaluates content authority and relevance.

Your action plan: Make it effortless for visitors to share your content, regardless of your site type. Social sharing should be frictionless and intuitive.

Install sharing buttons or plugins that include links to major platforms. At minimum, include Facebook, X (formerly Twitter), LinkedIn, and emerging platforms like Threads.

Why Social Matters More Than Ever

Facebook remains a massive traffic driver with billions of active users worldwide. X continues to influence trending topics and real-time discussions that shape search trends.

LinkedIn has become the go-to platform for B2B content distribution. TikTok and Instagram increasingly drive discovery for younger demographics.

The bottom line: Social SEO isn't just coming—it's already here. Search engines recognise that content generating social engagement typically delivers value to users. This correlation influences rankings more than many realise.

Looking Beyond the Basics

There are dozens of additional optimisation factors you need to explore and master. Technical SEO, page speed, mobile optimisation, Core Web Vitals, and structured data all play crucial roles.

Google's algorithm continues evolving, sometimes with effects that catch site owners off guard. However, Google remains acutely aware of social networks' importance in how people discover and validate information.

This awareness will increasingly influence how they rank sites going forward. The search engines of 2025 are far more sophisticated than those of 2011, incorporating signals from across the web to determine what deserves top placement.

The Reality Check: What to Avoid

⚠️ Critical Warning: Never fall for services promising thousands of backlinks overnight. These black-hat tactics will devastate your rankings rather than improve them.

Remember this key principle: 3-5 quality links from authoritative sites beat 1,000 spam links every single time. Google's algorithms have become expert at identifying link schemes, paid link networks, and manipulative tactics.

Sites caught using these shortcuts face manual penalties or algorithmic demotions that can take months or years to recover from. The risk simply isn't worth the temporary gain.

Your Path Forward

Success with SEO in 2025 requires patience, consistency, and a commitment to quality. Focus on creating genuinely helpful content, building natural links through great work, and optimising the technical foundations of your site.

The fundamentals haven't changed as much as you might think. What's different is Google's ability to detect and reward sites that truly deserve to rank. Play by the rules, think long-term, and SEO can transform your online presence.

Better Outcomes with Effective Video Marketing

Tue, 10 Mar 2015 10:22:00 GMT

Basic Video Markeitng

Nearly all online marketers know of the rise of effective video marketing strategies in the past three or so years. Of course you can find some markets that do not enjoy videos in their inbox, so just keep that in mind when moving into new markets. Certainly there are markets with higher educated individuals who mainly want to read. However, […]

Video marketing made easy.

Actual research have verified, a long time ago, that peoples’ reading practices on the net are really a bit inadequate. We all understand that online readers, generally speaking, tend to skim and scan all they read. What happens is if they enjoy what they are skimming, then they are going to slow it down and read the material. So after that when it comes to video, this medium really serves to fill some kind of gap that is present there with reading habits. People are much more inclined to watch a video then they are to read a long sales letter, or possibly even a long article. It just all depends on many factors, and long articles can do quite well if all cylinders are firing. On the other hand, we do completely feel that you will have a better time commanding attention with the help of a good video.

There are restrictions when using video, and there are certainly things you can do less than optimally. As an example, we suggest you avoid the auto-play function for your videos. With that one, simply consider what it is like if you have other sorts of text on the site. It is just an unpleasant experience when someone is browsing and the video commences playing all by itself. People usually are not very curious in jokes that are not funny or hearing about your personal history. It is also very important that you allow people be able to take advantage of the video controls, so be sure to give them that capacity.

3 Usable Tips For Spy On Your Competitors

Tue, 10 Mar 2015 09:56:00 GMT

Tips To Help You Spy On Your Competition.

If you aren't spyin' you aren't tryin'

Are you in a very competitive field? If so, you will want to do everything you can to stay ahead of the competition. Once you get in front, watch out! People will come at you from all sides, targeting your position. In regard to sports, or any other competitive activity, this is simply going to happen.

Being the best at what you do in your industry is probably a goal of yours. What you have to do, to stay there, is to develop processes that allow you to watch your competition like a hawk. You need to actively spy on them and know as much about their business as possible. You may get a signal that they’re planning a new product, and knowing that will give you time to adjust your business if you want to do so.

There are many businesses that you will be able to find they can provide you with this information without you having to do the research. That’s nothing but good news for you because all the tedious research is done. You can find loads of listings in your industry at Alexa , and they have a directory of industries with individual listings. A company by the name of Gartner is one of the best track, especially in regard to industrial businesses. Be sure to join any relevant trade groups or trade associations for your market. You should be able to create an overall picture of what is going on using the information from industry trackers and associations combined. You need to keep an eye on the sales and marketing people that your competition employs. In other words, know who they are and what their names are. Maybe, after a period of time, you can contact them and have them help you with your business. Usually a nondisclosure agreement is signed by them in regard to the other company. NDA’s typically do not cover every possibility, something you can work with after you hire them. People usually tell you if they can tell you information or not. You will be able to find out a slew of important information about their old company. Usually disgruntled employees are very willing to talk about the company they used to work for.

By specifying the search operators for Google searches, this can help you find things much more quickly. You can Google that and find out if you’re not sure what that means or you do but just don’t know them. When performing searches on your competition , using these operators can help you a lot.

Businesses will usually create pages that are not supposed to be accessible by the general public. The search bots will be able to come in if you don’t protect them. Locating documents or PDFs will happen because of this. But all in all, you are looking for content and information that will give you some insights on what they are doing.

You need to come to terms with your decision to either spy on your competition, or not do it at all. Your competitors are not stupid. They are probably monitoring your every move as well. This is something you need to think about, before posting something live on the web. It is basically common sense. It’s all about leveraging your competition to succeed.

SEO Optimized For What?

contact@backgroundmarketing.co.uk (Terrence Kent) — Thu, 06 Nov 2014 12:06:00 GMT

What Is Your Website Optimised For?

Details matter.

Since I’ve been doing this whole SEO thing for a little while now, the one thing that always seems funny to me is when new business owners come to me with a new website and they tell me its okay I don’t need much work done my sites already SEO optimised. The main reason why I find this interesting is because the first question I always ask them is “really up to my forward what?”

Immediately after I ask this question I normally get an extremely blank look from 99% of these business owners and they always ask me then “what do you mean?”

One of the major problems in the online digital world that we all live in is that everybody thinks they understand everything about how the internet works this is kind of a problem if you’re one of us who works in very specialised fields. The reason why this question in itself poses such a problem is because it confuses the business owner into thinking that they don’t need work Done on their site.

Now I don’t mean to bag on the web designers, and most web designers are extremely good at their jobs. However I know that many digital companies are extremely quick to use buzzwords because they know that that’s what clients want to hear, however they don’t generally offer any of the services. For example many design companies use the term SEO because they know that that’s what the client wants to hear; so the client will be happy and think that they have a working product that will start ranking tomorrow when in fact they actually don’t have one.

Let’s be clear when we say that a website is optimised this means that keyword research has been completed and that your website is targeting the exact audience that will bring in business into your company. The simple way to see if your site is optimised for a certain phrase is to do a search for the phrase in Google that you want your website to rank for. If your website is not ranking you’re not optimised for anything. The main point of this post was to make sure that potential clients and companies have a basic understanding of what this phrase really means when they hear it.

Again this post is in no way meant to be disrespectful to the thousands of designers who do fantastic work every single day this post is more pointed towards those of you who think that by using a couple of words there able to justify their overinflated pricing. Just make sure that you understand that a website cannot be SEO optimise or the other phrase that we here quite often is “SEO friendly” without a basic understanding of keyword research first, and that is what search engine optimisers do for a living. So the next time you have website work done and your designer says oh your site has been optimised, ask them “really, for what?” You might be able to enjoy a good laugh before realising you should have used another company.

Google Authorship – Marketers Silent After Having Photos Removed.

Fri, 22 Aug 2014 15:30:00 GMT

Has Google Authorship Proven That Some Marketers Are Liars?

Actually all marketers are liars...but this is different

Not too long ago the big buzz in marketing was about setting up your Google Authorship account and linking it to your website. The idea here was that you were suppose to receive some big boost in rankings and that you were suppose to have a huge click through rate because your face was in the search engine. Basically by being a trusted author you would have endless traffic.

While I never subscribed to this theory, many (and I mean many) marketers in the industry did. Now in a very under the radar move, Google has pulled the plug on authorship images saying that in their test they hadn’t noticed any real difference in traffic or searcher intent. No difference, how’s that possible?

The question is how could there be no difference in click through rate or user intent. I mean all these marketers were saying that they had seen massive increases in traffic from their little head shots and that everyone needed to be using this ‘tactic’ to increase their businesses.

Now the one thing I know is SEO guys are the first ones to start crying foul play when things don’t go their way. With every Google update the industry is always in an uproar complaining about the evils of Google and how they could be better. Yet this time, nothing but silence through the industry.

Why? Because they were called out and aren’t sure what to say to make it right. If there were in fact such massive spikes in searchers from the Google Authorship images then surely somebody would be talking about a massive decline in search volume right?

I mean there are business models dedicated to the Google authorship approach, how are those guys doing now? I’m not saying these guys aren’t ‘experts’ in the field, just more along the lines that Google authorship was greatly over exaggerated. As always, now clients are left trying to figure out who in the industry they can trust, and who is selling the next new shiny object.

What The World Cup Taught Us About Marketing

Mon, 14 Jul 2014 10:01:00 GMT

So real quick I wanted to highlight one thing that the World Cup tournament taught us about marketers across the planet, and that is this. Marketers are lazy. I mean really, really lazy. Before the tournament many of the social media giants were sending emails out basically telling marketers to stop thinking and follow some simple formula for “world cup […]

So real quick I wanted to highlight one thing that the World Cup tournament taught us about marketers across the planet, and that is this. Marketers are lazy. I mean really, really lazy.

Before the tournament many of the social media giants were sending emails out basically telling marketers to stop thinking and follow some simple formula for “world cup marketing”. What was that formula you ask? To not talk about your business, but to talk about the World Cup instead in an effort to increase user engagement on the platforms.

So why was this lazy World Cup marketing a problem? Well the first question is who benefits? Your not going to gain more business this way, because you visitors are now only interested in sports not your product or service. I mean really are you going to change your business mission to compete with ESPN?

The concept of linking whatever your business does to a large world event has long been the standard practice in marketing, however the big issue is that many businesses aren’t actually affected by many world events so this approach is a waste of advertising resources that could be used elsewhere, like actually speaking to your target audience.

Sadly I wanted to write this post about 5-6 weeks ago but feared that if I had written it then, I would be guilty of taking the same approach, so I waited.

World Cup Marketing Only Benefited The Strong

Now here is the big finale, who actually benefited from this massive increase in traffic, user engagement, and time on site? Those same social media giants that herded everyone like sheep to do what they wanted.

Don’t believe me, how about this Facebook boasted 280 million total number of Facebook interactions — likes, posts and comments and twitter boasted 618,725, which represents the amount of tweets per minute. Just to be clear, these numbers were just for the final. So in one match, these were the numbers of two of the social media giants. Feel free to read more about this here .

So the main question is, has your business received anywhere near this amount of interaction from following this approach? If not, it may be time to start thinking of ways to target your actual market

TOPIC: World Cup Marketing

Does Your Business Give Bad Gifts?

Mon, 16 Jun 2014 20:00:00 GMT

The Gift That Keeps Giving

Have you ever noticed, that as you get older you start getting the same gifts from the same people? I’m talking about the ones closest to you. Family, close friends, that group.

Listen First!

Instead of continuing to listen to you to find out what you are interested in, what you need, or what you like, most people assume they know best. At this point they fall into the comfortable predictability of saying ‘hey they liked it last year so I know they’ll like it this year.’ Basically they became lazy, and so continues the global cycle of bad gift giving .

Now the question is, how many of you are taking this same approach in your businesses each and everyday? How many of you are actually taking the time to listen to the feedback that comes into your business? Working in marketing you get to spend a great bit of time just speaking with businesses and understanding their process, and it’s crazy to hear that many don’t actually do anything with their feedback. As I mentioned in another post here , many owners and directors don’t actually know what’s being said, so they can’t actually improve.

Now lets look at this realistically, Apple, Google, Microsoft, Facebook, etc. are all extremely successful companies but why is the question? Some would say it’s because they are the most innovative businesses of our time. While this may be true to some extent, I would challenge this by asking how do you become innovative?

No matter how you look at it innovation comes when you understand what people want, and deliver it. If you aren’t listening to you customers, your company will never be a leader, fact. Does your company have a feedback system? If not…why, and if so what are you doing with it.

This really isn’t that difficult, you just need to stop a minute and think about the user experience. Is your customer receiving the best you have to offer? Could you have done more? Can your product or service be better? Have you asked your customer their thoughts, and have you acted on them.

Basically as a business executive you have a very important decision to make. Are you going to be the business that gives fruitcakes year after year? Or, are you going to be the businesses that actually listens to your customers and gives them exactly what they wanted and more? This is the real difference between success and failure in business.

In-House SEO Doesn’t Actually Save You Money

Tue, 15 Apr 2014 14:20:00 GMT

The Truth About In-House SEO

If you are considering bringing your SEO in-house or if you already have an SEO manager or team, you may want to re-evaluate your entire long term digital marketing strategy. This approach could be actually costing you money instead of making you money.

Online marketing requires a level of constant attention, so the general thought is for companies to use in-house SEO manager or team to handle the work instead of hiring an outside agency .

There are a few things wrong with this strategy so lets first start with the people side of business.

If you want to find a good in-house SEO specialist, you first have to focus on how much you are going to pay them versus how much their skills are worth versus what your overall budget is to achieve company goals are.

On top of this, businesses need to ensure that there are enough projects to keep the person busy so they aren’t wasting time doing busy work. This is almost never put into consideration when thinking about SEO employment decisions, and the impact becomes financially clear quickly.

What Does In-House SEO Really Cost

The reality is, that an SEO professional with very little experience is usually paid a starting salary of around £20,000 to £30,000 per year, and for a management position, it is usually around £35,000 and up.

However, on average you can expect to pay around £45,000 for someone who knows what there doing (an expert).

It's important to understand that this is the cost of a single employee. If you are looking to build a small team to support your brand, then this becomes the cost per position, and you should budget accordingly

I know these are big numbers, so feel free to visit any job search website and see for yourself, in house SEO is not a cheap strategy.

SEO Software Is A Requirement That Isn't Cheap

If you haven’t been scared of yet, then the next important point to raise is the cost of tools. There is no question that most search marketing experts live and die by which SEO tools they choose to use, especially for technical SEO.

I n fact in many cases these SEO tools can help further knowledge development through analytics providing tips to help team make better decisions. Tools are great as they can help with things like social media sharing on a site like Facebook , Twitter, Google+, and even YouTube.

They can help with mobile marketing strategies, time management or provide great resources to learn and find new sales opportunities.

The issue with tools is that as an outside agency, SEO teams will have access to these resources, while hiring an SEO employee won’t. This means you’re going to have to fit the bill on more programs then your company already has at its location.

The fun part is (IT'S NOT REALLY FUN), that due to the joy of modern marketing, most of these tools are monthly paid services, so over the course of a few months or even years, you will not only be paying a monthly wage to an employee, but also to software companies as well.

I'm sure you are thinking that you can get by with free software, however many SAAS providers will provide you with a free version or even a one off payment, but they will then charge you for continued updates, and it becomes impossible to use the software or scale online without them.

It's important to state that all tools are not created equal, and that most internet teams have at least two to three that they use consistently to help an individual website. While there is loads of technical info out there about what to use there are some industry standards that are recommended no matter what your enterprise is.

I would assume you only know about a few SEO tools, right?

This will mean that your lack of knowledge will have to default to your newly acquired in-house SEO expert , and they will be in charge of large software purchases used to grow your digital web visibility.

I know if I had a blank cheque there are loads of cools items and gadgets I would get. Not necessarily because I needed them, but really to prove that I didn’t, and as an owner you should be aware, WE ALL THINK LIKE THIS .

By hiring an outside agency these tasks become irrelevant and you save yourself loads of money by making one monthly investment.

Okay so I would love to stop right there and say that’s the full picture but it just isn’t true. By now you should be able to spot at least one problem for you hiring an in-house employee for your SEO, and what this means for the future of your enterprise. However in case you need me to raise a few more points to clarify further, then lets keep going.

Check The Numbers Yourself

If you remove the search engine, the links, the keywords, the content, and all the analytics data from the table you’re left with one specific fact, and that’s that you have just hired an employee, and employees cost money no matter if we are talking about an in-house SEO, PPC, finance, HR, customer service, anything. They also cost even if there is no work for them.

D on’t think that the yearly salary you pay is the actual cost of your new employee, because it comes to way more than that.

I think too many times owners and executives take the approach that they need something done, so the strategy is always to hire someone to do it.

However, what happens when there isn’t any work to do, or you aren’t seeing the results that you expected? Well naturally you’re stuck with an employee. That’s when companies start redundancies, because they hired more people then they actually needed in the first place, and when the money runs low someone has to go , to keep margins looking healthy.

There is an article that does a great job of breaking down the true cost of an employee. All you have to do is type the numbers in the form and it gives you a report detailing how much it would actually cost to hire someone at a desired wage based on a set of specific details. It a simple process that will guide you from beginning to end.

The one thing I found amazing about this page, was that almost every-time I input the wage the cost of an employee was always £6,000-£20,000 more than the base salary.

Since reading the article I have used loads of these online pages and they all provide the same results. You can check out the link here for the best one I have found so far. Click Here and read for yourself.

So on top of the cost of in house SEO training and tools, you have the basic cost of hiring and employee. You are welcome to research and verify, however financially you are going to hear pretty much the same thing. Building a business this way in this new interactive world is a broken system and it will be very difficult for you to see any real level of success this way. This becomes even clearer when related to ecommerce sites

What Modern Efficient Growth Looks Like?

Now here is where every company needs to be clear. Are You Ready? You can hire a full working team of top SEOs that have the experience and knowledge to push your business forward without breaking the bank.

Most agencies have either a team of specialists, or have partners that they closely work with to make sure they are providing the best service possible while ensuring that it is integrated with your company’s ideas so marketing looks seamless and your customers or clients reward you for it.

Y our opportunity for sales growth is multiplied while spending less. Seems like a clear win win scenario, right?

So in summary, when it comes down to it no matter what the product or service Google doesn’t care whether your ad campaign was created by an internal SEO employee, or by an outside SEO team or agency, so why should you?

Simple, you shouldn’t.

You should do what makes you money, and I think that has been clarified above. Any decent agency will guarantee that your privacy is always first and will always work in an ethical manner to ensure you achieve sustainable and respectable results.

Okay, I know some agencies are just bad, even some of the larger ones. With that being said, don't hire a company just because you saw them on the news, or because they have a huge media presence.

The hiring process is the same as if you were hiring the candidate for your in-house SEO role. Start with the companies that are local and work your way out and create a list of who you like.

Then start to connect with them, and maybe invite a few in to pitch. The main upside to this is, you are in control of the process so you don’t need to pay more than you have to. As long as you are clear on your goals and budget.

Now yes I am going to say that you should speak to us first to help you with your SEO, but honestly you should just start looking to see what's right for your business.

Business Momentum – How To Build It At Home.

Wed, 19 Mar 2014 11:12:00 GMT

Develop A Business Momentum Framework

Business momentum is without question one of the most powerful, yet underestimated views when it comes to being successful. Having the ability continuously drive your business to the next level is more important than most other aspects in business, but how do you do that at home?

Whether you run your own business, or you’ve been given the ability to work remotely, being able to work at home can some times be a gift and a curse all wrapped into one. I’m sure for everyone that isn’t working from home right now your probably telling me I’m crazy, but trust me when I say that working from home presents a new set of issues that challenge the concept of a work life balance.

Household Tasks Kill Business Momentum

Most people when they start to work from home begin to realize many of the things around the house that they’ve been slacking on and now feel that they have the time to tackle these problems and fix them. This is a mistake. If you really want to be successful, make sure you stay focused on your work first. Just because you are working from home does not mean you should act as though you’re unemployed. Now don’t get me wrong you should be able to enjoy the freedom of working from home, however you are trying to create a level of business momentum that will eventually allow you to have more time, but this is not instant.

The best suggestion here is to set aside maybe an hour a day to handle some the smaller household things, or even better, set aside a day during the week/month depending on schedule to complete all the things that need attention around the house. This way you have planned for it in advance, and it is being worked around your work schedule, allowing you to keep pushing forward in business.

Also don’t be afraid to ask for help family,friends, and spouses are a great source to help you complete things at home quickly

Building Business Momentum With Family

This is without a doubt the hardest aspect of building business momentum , and if it isn’t taken care of early, you may never find that thrust you need to push your success forward.

Unless your spouse works from home as well, you are going to have to explain a lot of things to them, and unfortunately it is going to sound selfish, but it is reality.

Most families treat working from home as more time to spend together, and this is a dangerous mentality for the family to have. If you are self-employed and working from home, or working remotely my thoughts here are very simple. If you were working in an office, you would be working eight hours sometimes even more for the business to be a success, so if this isn’t matched at home how can you honestly expect to have the strength to power your business forward?

Again, I’m not saying to ignore your family, I’m saying there needs to be a clear understanding of what your day entails and why that time is necessary.

In fact you should set aside some time to spend with your family on a weekly basis, trust me it sounds easier than it is. Once you get into a working groove it’s hard to want to stop, and sometimes family can feel neglected by this desire to keep working.

My suggestion here is to sit down with your family and have a conversation about ways to change certain family routines in order to acomadate new routines.

One thing that kills business momentum before it even starts is lack of routine. Working an hour here taking a break to do something else, and then doing another two hours and then walking the dog, and then back to work, it’s exhausting. In fact it was exhausting writing it just now.

In a perfect world you will work you eight hour day at home, however if this doesn’t work then you can block your time together, I suggest no less than three hour blocks of work. It’s important to explain to your family, that if you are going to do a block scheduling, then this will take away from evening family time. This may work for your family, so you will need to discuss it to decide which is best.

Overall, the main takeaway here is to schedule your days, have a routine, spend time with you family, and talk to them about how they can help you be successful, you’ll be surprised how supportive spouses can be when you are just honest and talk to them about what you need.

Topic: Business Momentum

Online Advertising – 160 Characters Or Less!

Mon, 10 Mar 2014 09:26:00 GMT

Changing Focus With Online Advertising

Online advertising has certainly changed over the years, and seems to be evolving at a quicker rate than ever before. The challenge that most marketers are now faced with, is how to deliver their message in the shortest amount of time and still create the same impact.

I can honestly say that most businesses owner cringe at the thought of social media, because they don’t believe that it works for them. However the reality is, that they were never given the rules, so they don’t understand how to use them to their advantage.

Online Advertising and The Rules For Social Media

The first thing is to understand that with most of these platforms you only have 160 characters to make your first impression. For businesses the best thing to do here is to ask a lot of questions. This will keep the character count down, and will increase engagement because people will want to answer.

Tip* if your business will allow, ask a very controversial question, and ask those closest to you to start the commenting. In no time, you’ll have a great conversation and probably some new followers, fans, etc.

The popular thought is to take the 80/20 rule when posting on these sites, in which you would only promote yourself or business 20 percent of the time and the other 80 you would post about industry related topics, current events that could effect your business, the weather, whatever it is as long as your not trying to sell.

Yes I know this is a lot to think about with only 160 characters, but understand that this is just the start of what you need to know. Most people have an audience that is following the updates of many other businesses, so it is very easy to get lost in the news feeds behind last nights dinner pictures, and this mornings selfies.

So before you send out another message on a social media channel take some time to think about your audience, and ask yourself if they are actually engaged. Also, when thinking about your local marketing strategies, consider creating a posting schedule. This will give you the ability to really think about what you want to say over a time period.

Topic: online advertising and social media tips

Who Said Websites Are Dead?

Mon, 11 Nov 2013 11:41:00 GMT

Do You Believe Websites Are Dead?

I was sent a great online white paper the other day which discussed the the thought process that modern websites are dead , and truthfully, I found this funny. The main reason I laughed as much as I did, is because it’s the biggest bunch of nonsense I think I’ve ever heard, and here is why.

This article was written in a very one sided viewpoint by a digital marketing agency. No problem there right? Well let’s keep going.

The basic idea behind the post was that businesses should be looking to migrate from their properties and spend more time and effort on growing their social media and mobile tactics because the world is going more digital.

Naturally if the world is going more digital, we should be going with it right? Well…yes and no.

Saying Websites Are Dead Is A Huge Contradiction.

Firstly this one sided sales letter basically says that you should put your time and effort into someone else’s product, and that’s wrong.

The goal should be to bring prospects into your company, not force them to go to another platform where they have the ability to visit your competitions offers as well.

This is a quick way to lose business before you get it. I mean really why spend that much effort advertising someone else’s products?

The next thing that I think many would take issue to is the fact that Facebook, YouTube, Twitter, and every other social media trend right now are nothing more than engaging web properties.

These were all simple webpages originally created by a few people with the sole purpose of creating something engaging.

So saying that company webpages are no longer relevant and that you should use these platforms instead, is nothing more than a contradiction.

As owners, execs, marketing directors, etc. the goal should be to create an engaging website, and engaging on other online resources should be secondary with an end goal of bringing them to your website to convert them into taking a profitable action.

Websites Are Dead Only If The Internet Is Too!

Finally there is the common sense side of things. The purpose of the internet is to provide an answer to a question when it is asked. In order for internet sites as a whole to have died, you would be saying that the internet itself has died, because a website would no longer answer a search query, which we all no is not true.

Again the common sense side of things is search is now and will be in the future the key to everything, and with over 80% of searches going to the first few positions it proves that ranking on page one is vital to not only company success, but survival as well.

Am I saying that other social media platforms are irrelevant? Nope! In fact I agree, they should all be used, but as a way to get people to your website no as a standalone property.

The great thing about all of these platforms, is that they all can be integrated into your organisations website, therefore making your site more engaging. Then you rank your site at the top of the search engines and you have a website that people enjoy engaging with, and the ability to showcase your company and what you have to offer. Do you still believe websites are dead?

If websites are dead , have a look at some of the most engaging website properties

The best thing is you don’t have to worry about if a social media site doesn’t work for you, because you control what’s on your site.

I am in complete agreement that the old model of brochure style pages on-line are no longer as effective as they once were, and that engagement is the key to long term success online going forward. However I will never completely subscribe to the idea that somehow as a business owner the key to promoting your products or services is by promoting someone else’s products. To say websites are dead in any capacity is a fear tactic, and nothing more.

Why Hiring An Internet Marketing Company Matters To You

Mon, 07 Oct 2013 14:52:00 GMT

What You Should Know About An Internet Marketing Company

Internet Marketing Company – What You Should Know Before Using One

Choosing a good digital marketing provider can sometimes be difficult, especially if you do not have all of the facts.

To ensure you are getting the best services for your investment it is recommended that you begin by asking yourself a series of questions to ultimately determine what you want your business to gain from being online.

Every website has a different purpose, for example, some are e-commerce sites that only want to increase sales, some are informational, promotional, educational, inspirational or just to entertain.

By taking the time to figure out what category your website fits in you will be able to have a more in depth conversation about what services you need, and what strategy will work best for you in the long term.

As well this will ensure that you are ultimately in control of your websites success.

What Does An Online Marketing Company Do?

Determining the scope of what a digital marketing expert does might be a bit much to clarify in a small paragraph, but I will do my best to hit all the points briefly so you have a better understanding of how it all works.

First is the analysis phase.

This is where the qualified advertising agency would review your website and determine any possible weaknesses in the design, or any approaches via the search engines that you might be missing that you could be implementing that could give you more brand exposure.

Also at this stage they will check your competitors as well to determine their weaknesses and the best way to give your business more exposure than theirs.

Sadly so many companies get this section wrong, and because of that fact their clients never reach their true potential on-line.

You should know that getting this section correct is vital because it sets the stage for everything that the firm will be doing during the life of the relationship between you both, so make sure that you always ask a lot of questions at this point, to ensure that you are protecting your yourself.

Next would be implementation and optimisation.

This is where companies use SEO or search engine optimisation to increase your ranking in the organic (unpaid) search results.

Depending on your budget there could be a pay per click spend optimisation, which would ensure that paid advertising services like Google PPC and Facebook paid ads, Twitter, LinkedIn, YouTube and others were generating revenue while keeping costs down.

This is all finished by reviewing your pages and making the changes necessary to increase conversion rates.

Next is reputation!

This is where a respectable SEO specialist normally would use their skills and knowledge to monitor the various pages across the internet and find out what is being said about you, or at the very least show you how.

Some companies (including ours) implement another step here known as reputation marketing and promotions, which is where we take your positive reputation online and actively promote it online to increase brand awareness.

Of course there is tracking, which is monitoring where visitors are coming from, ranking, what visitors do on your site, how long they are there, conversion rate analysis, etc.

Finally there is the teaching or education phase.

This is where the SEO agency would speak with the clients and discuss the overall online marketing process, improvements that can be made, and overall reports and analysis, which every agency should do as normal.

The SEO process can be a bit confusing if you aren’t aware of how it all works, so having a guide through it all is a necessity.

You should be aware of all search engine updates, the ranking steps, how your specialist is building your links and many other items.

You should never feel that your advisor isn’t giving you enough information.

Who Is The Best Digital Marketing Company

Determining which is the best internet marketing company to use is usually the next, and probably the hardest thing to do, mainly because there are so many businesses that provide similar services.

If you have had your site for a while, you’ve probably also received emails from India, the Philippines or similar companies that seem to all have the same structured email explaining their services.

As well there are those who have been burned by using a bad consultancy firm and have spread the word of their bad experiences to anyone who will listen.

When you put these factors in, many owners just do not believe the process works.

More importantly they do not trust anyone selling the services.

While it would make since for me to say that we are the best company and that our services are better than anyone else, that just would not be fair to you.

How To Choose A Quality Company

Your best approach is to visit each companies website and see if you can get a quick understanding of what they do, and how easily they communicate.

Next and this is the fun part, call them and have a conversation with them.

Ask them about where their site currently ranks.

The standard practice is to speak about rankings they have got for other businesses, but never their own.

The reason this is a problem, is because as on-line specialist, we all have businesses to run, if I’m selling a service saying I can get you ranked, it stands to reason that I should be able to rank my own business right?

Next, ask if they give any type of free analysis.

This way you can experience the type of work they do, and how professional they are without actually having to pay initially.

So to put it simply by hiring an internet marketing expert, your business will gain a large advantage over your competition, because you will have a well researched, well thought out online promotional plan that can be measured and tweaked until you reach success.

If you don’t have the knowledge or skills to do this on your own then hiring and outside agency will prove to be one of the greatest investments that you can make for your business.

As I said before you will want to speak with a few agencies to find out which one will work best for you, since all search engine optimisation companies are not created equal.

Remember, just because an internet marketing company is big doesn’t mean they provide the best services, and just because a firm is small doesn’t mean they can’t implement an effective overall online promotional plan.

Why not start your search with us?

We will happily give you a complete breakdown of our rankings, and online successes, experience, and a free analysis to help you get started on your quest for on-line success.

If you want a search engine optimisation provider that is proven to get results fast then contact us and see how we can put a plan together to help you reach your online business goals today.

Why Small Business Marketing Online Is Important.

Mon, 30 Sep 2013 15:26:00 GMT

Small Business Marketing Online

Small business marketing can be a bit confusing at times if you have never thought about it before. So let me ask, are you struggling to understand why marketing your company online is so important to your success? Internet marketing for any business is a crucial element in revenue generation, and should be an key part of any overall branding strategy.

The main problem with many small business owners is that they really don’t understand why they need it. This is because they can’t see how it can help their business grow.

Are There Different Tactics For Helping to Promote Your Company?

Despite what the popular belief is, small business marketing has multiple effective strategies, not just one. This belief is generally held by business that believe that by employing certain types of link building strategies, or that by using social media outlets their business will look less credible.

While this is not true at all, these tactics are not necessary in order to achieve online success. It’s important to understand that when it comes to SEO and internet marketing, the main goal is to market your business online in the most productive way possible. Translation it’s about advertising your business in a way that aligns with your companies’ core values, and generates revenue for your business.

One of the best things you can do in a situation like this is to speak with a few local marketing consultants about the best way to progress your business. By taking part in marketing conversations, you will very quickly be able to see who is right for your business and who might lead you down the wrong path.

Also, and this is the most important aspect to remember when it comes to being online, being number one brings in new business. There is nothing better for your company than being ranked on page one of Google. Once you are there, you are given instant credibility, and new business will begin to see you as the authority in your market place.

Topic: Small Business Marketing online

Social Media At Work – Should Businesses Allow It?

Sat, 24 Aug 2013 17:39:00 GMT

Social Media At Work - A Dangerous Topic

Should businesses allow social media at work

This has always been a touchy subject, so lets try and tackle this topic once and for all.

I remember working in companies in my past and the standard approach was always no social media at work . In fact it used to be no personal email either. As I got older in my working career, the approach by companies has gotten even funnier. One of the more recent companies I worked with put a Facebook page together then asked all of their employees to visit the page, but restricted all social media sites so the employees couldn’t see their own business identity online. Naturally employees don’t like to take work home with them, so none of the employees every really looked at the page. Wouldn’t it be smarter to try and control a situation that is already going to happen anyway? With the advancement of most smart phone you can guarantee that most employees are spending a large portion of their workday on social sites anyway, but unfortunately if the are on their phones, then they probably aren’t on the work phones and their in lies the problem. We all know that businesses love to give busy work to their employees to keep them busy. We also know how easy it is to look busy without producing a single legitimate piece of work for an entire day. So my thoughts are, why not embrace this twisted view of how an office should run.

The concept is pretty simple, allow your company to use social media at work , but on the company’s behalf. When your customers know they can speak with someone in real time, no emails, no waiting music, no phone options to push, just ask a question and get an answer, they will have more trusting your brand. You will be seen as the business “that gets it” instead of just like everyone else. Make sure to be very clear on your social media strategy for all employees. Nowadays the wrong thing said online can become an international PR nightmare for even the smallest company. So all you need to do is sit down and have an honest conversation with your team, and come up with your own social media strategy at work. Make sure to cover the pros and cons, what should and shouldn’t be posted, and who will be involved. In no time at all you will have an engaged audience that is willing to spread the good word about your company, and all you have to do is say yes to social media in your business.

Topic Social Media at Work

A Few Simple Pay Per Click Tips

Mon, 05 Aug 2013 14:14:00 GMT

Getting The Most From Your Pay Per Click Management!

Most business owners are constantly looking for new ways to maximise their return when it comes to optimisation for their pay per click campaigns.

While it is the job of and agency or consultant to help a company keep its cost low, many companies are missing the boat on this and are forcing businesses to waste money by not using effective strategies that have proven to work.

So what actually works?

First things first, use the Google Keyword Planner. This will give you the truest review of what the number of searches a keyword is likely to receive. This is because it automatically defaults to an exact match search where it did not before. This is also where many pay per click management services have failed their clients.

Next, use the negative keywords option. This is pretty basic when you understand it, but most people don’t understand this option so they fail. Are numerous free pay per click tracking tools out there that can give you a quick review of what keywords you are ranking for and to help you get a better overview of your marketing efforts. I recommend that if you have a company doing your PPC management that you utilise one of these tools. You may find like many others have that you are ranking for terms that have nothing to do with your business. Think about it if you are paying to target pool tables do you really need to be ranking on page one for swimming pool? By simply removing the word swimming from your search criteria, you prevent this from happening and get targeted visitors.

My last tip is to use the Search Network Only option. This is a great way to keep cost down if you are working on a budget. This option targets only the searchers that type in that keyword and are looking in Google. If you have done your keyword research correctly, then you should easily be targeting keywords that is converting into paying customers this way.

While there are more tips and tricks that can be used this was just a quick review of how start-ups can maximise their return when using pay per click advertising. Make no mistake, you can make money using PPC, however if you aren’t at least a little educated on the subject you can end up throwing money away with very little return every time. Have you heard any horror stories of businesses using ADWORDS and getting burned? Please share, so others don’t get burned.

Is Your Business An Example Of Good Customer Service?

Wed, 24 Jul 2013 12:35:00 GMT

Ways To Improve Good Customer Service In Your Business

You have to set the example of what good customer service should be

It’s always amazing how many companies claim to offer world-class customer service to the consumer, but they couldn’t really tell you what their company does better than the others. So how as a business owner can you say your company is delivering quality without knowing what they are doing for sure? The simple answer is you can’t.

First things first I think all owners should take a step back and remember why they wanted to get into business in the first place, and with that in mind, they need to take a few minutes out of their busy schedules and call their customer service departments. I know most companies have supervisors and managers for this sort of thing, but what happens if they are failing at their jobs? By calling your front line employees and posing as a customer you will have all the information you need to determine not only if your customers are receiving the level of excellence that you expect them to receive, but you can also determine if an entire chain of command is doing their jobs as well.

Good customer service isn’t accomplished by one person, it is a habit adopted by the entire company, and culture that is necessary for your organisation to survive. If you really want to take your customer care to the next level, then why not attempt to call your employees and pretend to be a cold caller. Who doesn’t want to speak to a cold caller right? However, that’s the whole point. No matter what you may think cold calling still exists and happens all the time, and most customer service reps (gatekeepers) treat these guys the worst. Yes I realise this is an unwelcomed interruption, however just because they are cold calling today, doesn’t mean they won’t be paying customers tomorrow. Also remember a negative experience is a negative experience, and if that person was polite and your employee was disrespectful, then they will probably tell other people about the level of disrespect they received.

Using Multiple Outlets To Showcase Good Customer Service

It’s also important to understand that customers come to your company from different outlets, so you should be willing to engage with your company from these outlets as well. The internet is a huge part of most companies nowadays, but you’ll notice that the approach that most companies give via answering emails, virtual assistants, and social media interaction is horrible at best. By using these outlets to engage with your customer service you will have a clear understanding of how good your customer service really is, and you will as well have a clear understanding of ways to improve customer service , because you will see the frustrations that your consumers go through, and will be able to implement fixes at the same time.

It’s also important to remember, that if your business needs help, you can always hire the services of an outside agency to come in and offer training on the most effective ways to provide good customer service to your consumers and potential clients.

Get You Ahead Of Your Competition In 24Hrs?

Mon, 08 Jul 2013 12:38:00 GMT

Business Commitment - Commit To Success

If I told you it was something as simple as making a solid agreement to take action and grow your business would you believe me? You may not realize it, but there is one thing you can be doing right now that can easily increase your business and revenue in 24 hours.

A Solid Business Commitment Leads To Success

It’s true, many business owners don’t actually take action to find new leads, and end up giving those leads to their competition. I have spoken to many business owners myself and actually heard them say, no I don’t need any more business, or I have more business than I know what to do with. By just making a conscious promise to grow your business you are already guaranteed to enjoy more success than most of your competitors, because they aren’t even trying to compete.

Growth Should Matter to Your Success

Growth in business is always an uneasy topic if you aren’t prepared however; by simply saying you want more customers, clients, patrons, etc you will have already taken the first step to increasing your overall business success. It’s very important to focus on exactly what you want out of your business, and start immediately implementing the seps necessary to achieve these goals. Every day that you delay moving forward in your business is a day that one of your competitors is taking the steps necessary to reach their goals and to ultimately take your place in the market. Can you really afford to let your potential customers/clients go to your competition?

There you have it; a simple shift in your thinking can change the landscape of your business, and get you on track for overall success in as little as 24 hours.

No tricks, No Gimmicks, just the right amount of determination and…

Why You Should Never Buy SEO Services.

Fri, 21 Jun 2013 10:59:00 GMT

Here's Why You Should Never Buy SEO Services

Advice Before You Buy SEO Services!

Okay I know this sounds funny to start with since I’m a marketer, but if you’re a business owner, then at some point you would have thought that you should buy SEO services from a marketer in order to help your business. It’s because I know so many business owners are in the same situation now or will be in the future that I’m writing this post.

So here’s the problem. Many SEO companies in the UK and globally offer a one size fits all package that you can purchase once and never again, or at least that’s how it’s advertised. There is no one size fits all strategy to building a brand. Some industries have less competition, while others require more of one marketing platform than another.

When most people think about buying something, they think of a one off purchase, and maybe if they need another they purchase it again. This is the worst way to look at SEO, because this approach doesn’t allow you to monitor the long term benefit of a marketing service.

So If You Shouldn’t Buy SEO Services, What Should You Do Instead?

When you think of SEO services , you should think building your business brand overall, and this means you should be thinking about investing, not buying. This simple shift in mentality can actually make you money overtime.

When you think about investing in something, automatically you begin to think about ROI, which means you begin to look at the long term benefits. With SEO, you have to look at the long term and less on the short term. With recent Google updates, trying to get rank and exposure too quickly can actually harm your site and your overall reputation. When you look at your marketing campaigns as an investment you’ll be able to take your time in choosing the best service, and not use a service only because they offer cheap SEO prices.

If you really want to get the most out of online marketing, then make sure never to buy SEO services, but instead to invest in a holistic marketing approach that looks at your future, by using this type of mentality you will easily see that the long term benefits greatly outweigh any short term spikes.

Busy Work – Is It Killing Your Profits!

Tue, 28 May 2013 08:11:00 GMT

Is Busywork Stopping Your Business From Profiting?

Lets make sure we ‘re clear on something before we actually get into this, there is a huge difference between busy work , and being busy at work. I can remember being in school and the teachers would give the class a puzzle, or a game to play so they could keep us quiet and they could do things they needed to do.

There were even those occasions where the movie that really had nothing to do with the lesson would come out. Obviously as a child I thought this was great, however as I got older I realised what a waste of time this was.

Now this is not a knock on teachers, as I have great relationships with those that are truly passionate about shaping the world around us to make it better, I have used them in this illustration to make a point. And if there is anyone who doubts where I am coming from, ask around and find out how many teachers are actually teaching corriculum the day before summer vacation.

Through university and through my working career, I continued to notice the same thing, “ useless paperwork ,” and in the business world it’s worse than anywhere else. Now in education the idea of busy work acts kind of like a training to reinforce what has been learned from a lesson ( I always thought this was the purpose of homework but what do i know) however in business its something way more sinister.

In the business world busy work is simply away of keeping up appearances to make yourself look like you are hard at work . As a business owner, if you aren’t aware that this practice is happening then you are literally throwing money away. Oh, and don’t be naive and think your employees are different, because they aren’t. In fact, there is actually an article which you can read here (hide behind busy work) that gives you a list of steps to look like you are hard at work without actually doing any work.

Now if that isn’t enough to get you interested in what’s really going on in your departments, then how about this for a thought. Say you have a customer service department that has five people in it, and out of those five, four are doing great work and the other one is just doing bare minimum. How much are you paying that person each year to do bare minimum? The standard approach is usually to find a way to get rid of that person and everything in theory works out. However, I don’t believe that works anymore. If you get rid of that person, even if the other four were unhappy and wanted them gone, they very quickly how fragile their own positions really are and the great work falls to okay work, because fear has now set in. Considering the changes in how business is done, especially with customer service , wouldn’t it make more since to keep that fifth person, and force them to raise there level of commitment and work ethic to match the others?

Nowadays there are very few business tasks that can’t be tracked, so even if someone is trying to look like they are busy at work, you will know exactly what they are doing and when they are doing it. With many businesses realizing that they ned to focus on a solid online presecnce to compete in todays business world, having your staff implement certain aspects of your overall marketing strategy can be a great way to overcome this problem, because then, everything they do is trackable, and it serves the purpose of helping the business to gain more qualified leads daily.

If you need help trying to figure out what tasks can be given to your employees, or you want better solutions to track productivity , give us a call today to stop busy work for good .

Topic: Busywork

Is Blog Commenting Really Dead?

Tue, 28 May 2013 07:53:00 GMT

How To Become A Respected Blog Commenting Expert.

Every marketer is on a quest. A quest to discover which link-building tactics still work in today's AI-driven search landscape.

Some say blog commenting is dead. They couldn't be more wrong. ��

Blog commenting isn't just alive; it's thriving as a legitimate relationship-building strategy in 2025.

The issue? Many marketers are too lazy to do it right, or they're clinging to outdated tactics from the pre-AI era.

Back in the day, folks used spammy software to blast generic comments across hundreds of blogs without reading a single word. That doesn't cut it anymore—especially now that search engines use sophisticated AI algorithms to detect inauthentic engagement patterns. ��

Try that now, and your site gets punished.

Sent to the back of the search engine rankings faster than you can say "algorithm update." Like a naughty schoolchild banished to the corner, never to be heard from again.

Google's helpful content system and spam detection have become incredibly sophisticated, identifying not just spammy links but spammy behaviour patterns across the web.

So, what's changed?

Simple. You can't be lazy—and search engines have gotten smarter at catching those who try.

If you must automate part of the process, at least be smart about it and keep the human touch where it matters most.

Proper blog commenting isn't hard, but it does require genuine effort and strategic thinking. Any business owner can, and should, do it as part of a broader digital PR and community engagement strategy, not just for SEO.

How to comment effectively in 2025?

Here's the tough part—though honestly, it's only tough if you're trying to take shortcuts.

Ready? Let's go.

Find Relevant Content
Find a blog post related to your industry that's recent, relevant, and already has an engaged community discussing it.
Read Thoroughly
Read the article thoroughly—not just skim it, but genuinely absorb the author's perspective, the nuances of their argument, and the conversation happening in existing comments.
Use Real Credentials
Enter your real name, legitimate business email, and website URL (make sure your website is professional and relevant to the discussion).
Add Genuine Value
Leave a sincere, thoughtful comment about the article that adds value to the conversation. Share a personal experience, offer a complementary perspective, ask a genuinely curious question, or even respectfully disagree—but if you disagree, state why clearly with supporting reasoning or evidence.

That's it. Just four steps—though each one requires actual thought and effort.

Easier than you thought in concept, right?

The execution is where most people fall short, because it requires something automation can't provide: authentic human insight and genuine engagement.

Why this approach works:

This works in 2025 because you're genuine, and algorithms can increasingly detect authenticity.

A blog is someone's thoughts, their creative output, their journal of expertise. They invest hours researching, writing, and refining their content.

Nothing irritates them—or their readers—more than a hollow "nice post" comment with no depth or substance.

I mean, really? "Nice post?"

What specific aspect was so nice about it? What insight resonated with you? What value are you adding to the conversation? These are the questions your comment should answer.

The Lazy Approach to Blog Commenting (That Still Works)

Steps 2-4? Don't change them—ever. These require human intelligence and authenticity.

But for the lazy ones with software tools or AI assistants, step one can be streamlined and made more efficient without sacrificing quality.

Use your software, RSS feed aggregators, or content discovery tools to find relevant, recently published blogs in your industry.

Export the list with key metrics like domain authority, engagement rates, and comment activity.

Create a sustainable reading and commenting schedule that fits your routine—consistency matters more than volume. Read and comment on 3-5 posts daily during dedicated time blocks.

This strategic approach works for international campaigns targeting multiple markets or highly localized ones, like if you're a business serving Hampshire, UK, and want to connect with the local business community. ��

Quality beats quantity every time:

Blasting 1,000 generic comments across the internet might seem easier and more efficient in the short term.

But what actual return do you get beyond potential penalties and a damaged reputation?

In today's environment, it's infinitely better to secure 3-5 quality backlinks from respected sources with engaged audiences than to harm your site's trustworthiness and authority with obvious spam.

Hard work, strategic relationship-building, and authentic engagement are the new normal—and they're what separate successful marketers from those constantly chasing the next shortcut.

That's it. Easier than expected in theory, right?

The key is committing to the quality-over-quantity mindset and understanding that this is a long-term relationship strategy, not a quick SEO hack.

A word of caution:

Avoid using blog commenting services or automated AI tools for SEO link building.

It's a quick way to get your site de-ranked, lose credibility in your industry, and waste money on tactics that search engines are specifically designed to penalise.

But hey, what do I know? I'm open to other views and alternative perspectives.

Share your thoughts, experiences, and strategies below—I'd genuinely love to hear what's working for you in 2025. ��️