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Improve Your SEO Through These 3 Content Marketing Tips

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We’ve talked numerous times on this site about the importance of increasing your website optimization (SEO) in order to improve your rankings in search engine results.

Most of us know that things like keywords and optimized meta information are important for getting your site found when people search for specific things.

But, there’s a difference between knowing something, and incorporating that something into your content marketing strategy to get results.

Website optimization is about more than just stuffing your website full of keywords; it’s about applying those tools to your website in natural ways that don’t seem forced.

Here are 3 key ways that you can start incorporating some of the things you know about website optimization into the content you’re creating each day on your website and in your blog.

Keywords

Used to, what’s known as “keyword stuffing” was the way that most marketers approached the idea of using keywords to optimize your website.

For a lot of companies, this strategy worked and continues to work. However, this approach doesn’t work as well as it used to.

Nowadays, Google and other search engines prioritize the variety of your keywords, rather than stuffing your website full of one particular keyword.

For example, if you’re a candlemaking business, you don’t want to just use the keyword “candlemaker” over and over again on your site. Try variations, like “handmade candles,” “homemade candles,” and “artisan crafted candles” to diversify the keywords you’re hitting on your website.

Try variations, like “handmade candles,” “homemade candles,” and “artisan crafted candles” to diversify the keywords you’re hitting on your website.

This helps to increase your site’s organic traffic by hitting those secondary search terms that your customers might be typing into their search engine.

Readability

Readability, also known as skimability, is how easy it is for your customers to skim through your website, and pick up on the information they’re interested in.

But how do you increase the readability of your website, and why does it matter aside from helping your customers?

Readability has a huge impact on your website’s engagement data. These days, Google takes into account how long people stay on your web page, how quickly they leave it, how much they engage with it (such as clicking on links), and more.

To make your website more readable, be sure to:

  • Arrange information into bullet points, like this!
  • Keep your sentences short.
  • Use bold and italicized words to highlight important bits of text.
  • Try to keep everything in the active voice, rather than a passive voice.

Link Out To Credible Sources

Linking to credible sources on your website, whether that be through blog posts or normal website content, is important for improving your website’s SEO. Why? Because Google is beginning to pay attention to this as well.

When you link to credible sources or highly influential websites, you’re showing not only your user base but also Google that you are a credible website yourself.

It also opens up new opportunities for your website, and your blog content, to be shared by the website’s that you are linking out to.

When they see that you linked to their website, you open up opportunities for them to share your website or blog post on their social media accounts, website, and other places.

Linking is great for networking!

Take a look at this Whiteboard Friday from Moz for more on external linking and how it affects SEO.

Thanks for reading, and check back next Friday for another helpful marketing tip!

How To Use Content Marketing To Grow Your Business

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Content marketing.

You may have heard this term once or twice before, and wondered: what is that?

Hootsuite defines content marketing as this:

A marketing strategy based on attracting and retaining customers through the creation and distribution of valuable content, such as videos, white papers, guides, and infographics. Content marketers look to earn customer loyalty and influence decisions by providing useful, entertaining, or educational media.

You can also add to this list things like a blog, or newsletter. Content marketing is everywhere you look, and you might not have even realized before now. Heck, even this blog post that you’re reading right now is a form of content marketing!

But you might be asking, “why would I want to give away free stuff? How does that help me grow my business?”

Luckily, we’ve got a quick guide for you showing all the ways content marketing can be advantageous to your company.

It’s Carefully Catered To Consumer’s Needs

Advertising’s success rate is pretty much right on target or miss completely. There’s usually no middle ground. You spend months and months planning a big advertising campaign, only to watch it fail completely because you catered to a small audience, instead of the much larger one you should’ve been aiming to hit. With content marketing, you’re able to hit your audience right on target most of the time because you’re making content that caters to their needs and wants. A blog is a great way to hit all of your targets at once. Whether you have someone that’s looking to learn more about social media, or someone who needs some general office health advice, a blog can cover all of this, and it stays on your website forever.

This is also important for getting your website found on search engines through what’s called Search Engine Optimization. When people Google “where can I find wholesale handmade soap?” you want your website to be the first one that pops up in the search results. Having a blog that’s full of engaging, helpful information for consumers is a good way to increase your rankings.

It’s Engaging

People like to feel like they’re being engaged with in a meaningful way when they visit a business’s website, social media profile, or YouTube channel. That’s exactly what content marketing is intended to do. It engages your customers, whether that be through an awesome branded video or an informative blog post. And when you engage with your customers they’re more likely to trust you and come back to use your service, or buy your products.

It’s Fun

Content marketing needs to be informative, but it also needs to be fun! When you write your next blog post about customer service tips, don’t write it in a way that’s boring, flat, stale and stiff. Pep up your blog with some fun and descriptive language! Make the reader want to keep coming back to your blog, where they know they can learn something new AND enjoy it at the same time. Oftentimes businesses focus on the informative part of content marketing, and really miss out on all the fun they could be having with it as well.

It’s Real

Do you think that the auto sales advertisement you see on a billboard as you’re driving to work REALLY has your best interest at heart when they’re selling you a car, or are they just trying to make some money off of you? I’d go with the second option. But that’s only because I don’t know that auto sales company, and their advertisement (the one with the attractive buyer smiling big because they just bought a new car) just screams inauthentic to me. To let your customers know that you’re a real company, with real goals of satisfying the customer’s needs, you need to focus on connecting with customers on a geniune level rather than thinking only about the sale. That’s why social media is such a successful marketing tool. It lets businesses interact with their customers in ways they were never able to do with a phone call or email. Market your content out to customers in a way that truly connect with what they are interested in, and be honest about yourself. You’ll find that customers appreciate this, and will keep coming back to you (they might even reccomend you to a friend!)

Content marketing is one of the most powerful tools you have as a business owner. You might think you’re just giving away free content, but in reality, you’re building lasting relationships with the customers you serve.

 

6 Tips for Learning How To Use Facebook’s Live Video Service

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Live Video On Facebook

Technology is constantly evolving into new and better creatures. One of the most popular ways that people consume media these days is through live streaming apps. Apps like Meerkat, Periscope, YouTube and even Snapchat allow users to live stream what’s happening in the moment, to smartphone owners all across the world. Where video was once the most dominant and engaging form of media, live streaming has now become the preferred way for people to consume information and entertainment.

Maybe that’s the reason Facebook, the social media giant and metaphorical patriarch of social connectivity, is now jumping into the live streaming game.

Facebook racks up an average of 8 billion video views per day, which is a number that’s likely to increase with this update. Facebook originally released its live video update to news publications and journalists to beta test the effectiveness of live streaming video, and how people would interact with it. But now, they’ve released the capabilities to all iPhone and iPad users, with Android capabilities predicted to follow soon after.

If you’re wondering why this matters to your business, check out some of the advantages of live video we’ve compiled below, and see why live streaming is the next evolution in content marketing!

Facebook Live Video

More Direct Connection To Consumers

Besides a face-to-face interaction with a customer that walks into your store, there’s nothing more direct than a video call. With Skype, Facetime, and Google Hangouts, our technology makes it easier than ever to connect with people. Think of live video as a Skype call with all of your customers at one time. With Facebook’s live video capabilities, customers can type questions to you while you stream. They might not be able to vocally talk back to you, but it’s still a great way to reach a ton of people directly at one time.

Grow Your Audience

There’s nothing more exciting than seeing your online numbers grow, whether that’s your “likes,” follows, or subscribers, seeing your audience get even bigger is a great encouragement! With live video capabilities, you have an even greater chance of growing your audience, thanks to people sharing your interesting live streams, and making your interactions with customers in your video exciting and worthwhile to them. Facebook also saves your live streams as rewatchable videos, so even if someone missed your stream the first time, they can watch and share it at a later time.

You Can Post Exclusive Content

A lot of big name businesses are now using video streaming apps to reveal exclusive content and products to their followers. One way to do this is by promoting a big reveal of a new product, or special discount for an order, but tell customers that they can only get this exclusive offer by tuning into your live video at a certain time. People love to feel like they’re special and are getting a great deal that no one else knows about. Use Facebook live streams to accomplish this goal!

Give A Behind-The-Scenes of Your Business

Another great way to use Facebook live video is to take your customers behind the scenes of your business and let them have a peek at how you operate on a day-to-day basis. You might be asking, “Why? How does this help me sell more products?” One of the reasons that businesses have social media accounts is to connect to their customers and show them that your business is relatable, fun, and cares about your customers in a real way. Showing a behind-the-scenes look is a great way to show customers that you have real people that work for your business, too, which in turn will lead to an increase in sales!

Do Live Q&A’s

Q&A’s (Question & Answer) sessions are another great way to utilize Facebook’s live video service, thanks to the ability of your customers to ask you questions while you stream. This has been done before on Meerkat and Periscope, but Facebook makes it even better by showing the comment stream in a more crisp and concise way. The comments come in at a constant stream underneath your live stream video and are easy to read. If your customers have questions, live stream Q&A’s are great ways to answer a lot of questions quickly.

Broadcast An Event

Do you go to a lot of conventions or tradeshows? Why not let your customers see what you’re up to while there! Live stream a keynote speaker, or showing people around the room where all the tradeshow booths are set up are both great ways to utilize the awesome capabilities of Facebook live streaming.

There are so many different ways take advantage of live video. And the best news is, it’s completely free! Just open up Facebook, press the streaming button, and get busy streaming your content!

4 Simple Tips For Using Google Analytics

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If you’re anything like me — brand new to the business world with no experience in marketing or sales — then the word “analytics” probably sounds pretty intimidating. However, analytics are very important for measuring the success of your online presence, so having an understanding of how it works, and what certain terms mean, is a must.

Thankfully, with Google Analytics, they make the process of finding ways to track your website traffic simple and easy. I’m not going to go into excessive detail in this blog post, because that might take a few thousand words, but in this post we’re going to go over a few of the main terms used when analyzing your data. By the end of it, you should have the same understanding as I do — enough to get you on your way to managing a successful website.

Traffic Sources

The first thing you need to do is figure out where your site visits are coming from. This might seem like a “duh” statement, but it’s something that many businesses don’t even think about doing.

You can find your traffic sources menu on the left side of your screen, if you’re using Google Analytics. There are three main traffic sources: Direct, Referring, and Search Engine. Direct is measured by visitors who type your exact URL into their address bar, Referring is measured from clicks through other sources, such as from another website or social media, and Search Engine is just what the name implies — visitors who found your site by Googling, Binging, or Yahooing (or whatever the proper verb might be).

These sources are important for figuring out how most people find your site, and where you should focus your efforts in the future.

Visits

Your site visits show the most general and basic data on your analytics breakdown. This is the number of times people visit your site in a set time period. For example, you can check out how many people visit your site in a day, a week, or even a month. Think about your site visitors like you would a physical store: this is the number of people that would walk through your door each day.

You can check site visits for every page on your site, located under the Pageviews column, to get a clear understanding of which pages are bringing in the most traffic. By understanding which pages get the most visits (or the least) you can re-evaluate your marketing plan accordingly.

Time On Site

Another super important part of your analytics is figuring out how long people are actually staying on your site, once they visit it. This data is found under the Avg. Time On Page column. Does it really matter if you’re getting thousands of sites visits a week, if those visitors only stay on your site for an average of two seconds?

This is a lot like channel surfing: flipping through channels until something catches your eye. In other words, figure out what’s catching the eyes of your visitors, and evaluate this to get people to spend some quality time exploring and reading info on your site.

Conversion

Finally, a great tool (and maybe the most important data to pay attention to on your site) is your conversion. Conversion, in its most basic sense, is analyzing whether your customers are doing what you want them to do: whether that’s buying a product, signing up for a newsletter, etc. Whatever your goal is for your website, your conversion data shows if that goal is being met. If something is working, keep pursuing it. If it’s not, it might be time to rethink your marketing strategy.

With these basic tips, you should have no problem starting to learn the ins and outs of analyzing website data. Don’t let the big numbers stress you out; it’s not as scary as you think!

This post was originally published on Atwill Media’s blog. Visit their website for more tips, or if you’re interested in getting a custom built website for your business!

10 Marketing Companies You Need To Be Following Right Now

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Twitter Accounts To Follow

Whether you’re a new startup looking to make it in an increasingly competitive business world, or a seasoned veteran who thinks they’ve got it all figured out, one thing is for sure: you should never stop learning from other people.

That’s why I’ve compiled this list of some of my favorite marketing and business advice Twitter accounts, so you can take advantage of some of the great advice they tweet out on a daily basis.

From marketing and advertising tips, to business and social media strategies, these companies know what they’re talking about. So, follow their accounts, take their advice, and get to learning some new tips and tricks!

Adweek, @Adweek

Originally a weekly publication first published in 1978, Adweek covers everything to do with the advertising business. They’re a good source for figuring out market trends and strategies for promoting products.


eMarketer, @eMarketer

This website is an independent market research company that was founded in 1996. They focus on providing insights and trends that relate to digital marketing, media and commerce. Great for getting all the valuable data you could possibly need.


Hubspot, @HubSpot

Known for their inbound marketing software, HubSpot also has a fantastic blog that provides great marketing tips and insights into everything business related. They regularly tweet out links to their blog posts, and you can sign up for their newsletter to receive their blog posts directly to your inbox.


Inc., @Inc

A business magazine founded in 1979, Inc. focuses on stories of entrepreneurs, business leaders, and Fortune 500 companies. Their magazine, and also their website, is full of inspiring stories and helpful tips, which are tweeted out on an hourly basis.


Entrepreneur, @Entrepreneur

Another business minded magazine and website, Entrepreneur publishes the same type of content that Inc. does, but it’s always good to follow more than one entrepreneurial-minded account.


Marketo, @marketo

Much like HubSpot, Marketo is company that specialized in a specific marketing automation software. But, again like HubSpot, they have a fantastic blog with valuable insight into lots of different marketing topics.


Officevibe, @Officevibe

Officevibe is a very cool new startup company that specializes in software that measures employee engagement and happiness. Most of their blog posts focus on how to be happy, healthy and sane in the office. Which are, you know, pretty good things to be when you’re working in a high stress environment.


Mashable Business, @mashbusiness

An offshoot of the main Mashable Twitter account, the Mashable Business account tweets out fun and interesting links to business-related articles and marketing tips.


Ad Age, @adage

Another advertising focused business that started out as a magazine, Ad Age has been giving tips to businessmen and women since 1930. They are a great source for news, intelligence and conversation for marketing and media communities.


Hootsuite, @hootsuite

Finally, we have Hootsuite. Hootsuite specializes in a fantastic social media management software that I use every day at FGmarket. But they also have a fantastic blog with tons and tons of social media tips for people of all skill levels. They even wrote a glossary of social media terms to help you identify just what the heck a Twitter Canoe means.


It pays to pay attention to people on Twitter. Following these accounts will get you started, but there are many more out there with valuable information just waiting to be discovered. Find what works best for you and your business!

Extra Help: How To Hire and Manage Freelancers

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Freelancers can be one of the most helpful assets for a company that wants to create awesome online content, or needs a good logo design, but doesn’t have the funds to hire a full-time employee.

Using freelancers is both cost efficient, and rewarding, for both parties involved.

Having done freelance work for multiple publications, websites, and companies in the past, and also having experience managing freelancer for FGmarket, I know a little about what freelancers want out of your company. I also know what you, as a business owner, should do in order to hire the best freelance work you can get.

Identify Your Need

The first thing to do when hiring freelance work is to identify your need for a freelancer. Do you need someone to write for your blog? Design a logo? Write copy for your website redesign? Write a press release for the local newspaper? Identifying why you need a freelancer in the first place can help you avoid complications in the future. You never know when you’re going to need a little extra help, and figuring that out beforehand, instead of right when the need arises, saves you a whole lot of stress.

Assign The Right Things To The Right People

In the same way you don’t hire a full-time employee with no design experience to a graphic design position, you can’t hire freelancers to do work that they have no prior experience doing. Figure out what your freelancers strengths are before giving them an important task. Have them send in writing/design samples, and then test the waters for a bit with them, by giving them smaller assignments.

Make Everything Clear and Understandable

Always make sure when you give an assignment to a freelancer that they know EXACTLY what you need them to do, and what you expect out of them. This makes it so there are no questions and second thoughts from the freelancer about how to complete an assignment.

Keep Expectations The Same

Your expectations for hired work shouldn’t change just because you’re working with a freelancer instead of a full-time worker. You can’t cut freelancers any slack, otherwise they might do less than you expect of them. If work is continuously turned in late to you, don’t let it keep happening. Let them know that if this pattern continues, you’ll be forced to find other help.

Check In Regularly

Just because you’ve made everything about the assignment clear, and you expect them to do the work in a timely and efficient manner doesn’t mean you shouldn’t check in on them. In my own experience, I’ll assign something maybe a month or two out, and confirm with the freelancer that they can complete the assignment for me. Then, I’ll check in a week before it’s due to make sure everything is going okay and that they don’t have any questions for me. You don’t want to check on them so often that they become annoyed with you and accuse you of micromanaging their work, but you also don’t want to not check in on them, which can lead to an assignment being turned in that’s not at all what you expected.

Care About Them Too

Freelancers just want to be loved! Seriously, I love when, as a freelancer, I am treated with respect, like I’m a real employee of their company. I also love getting feedback on my work, whether it’s good or bad. Good feedback is always encouraging to hear, but getting feedback that critiques my work is also awesome, because it lets me know that I have things I could do better, and that my client cares about me submitting only the best work.

Freelancing is a great way for your company to branch out, find new help, and get new ideas from lots of different sources. Experiment with freelancing and see how it can help you out!

Tips For Creating Meaningful Video Content

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Video Content

Video is now the most dominant form of media on the Internet. In the same way that video killed the radio star, it’s quickly creeping up behind the blog medium for a finishing blow.

In fact, in research conducted by eMarketer — an online digital marketing tips resource — from 2011 to 2015, the average amount of time spent watching digital video per day by U.S. adults went from 39 minutes, to almost 2 hours. This surpasses social networks, digital radio, Pandora and even Facebook!

With that in mind, wouldn’t it be advantageous for your company to start looking into making video content for your business? Not only that, but also to create video content that’s meaningful and relevant to your customers? You don’t want your content to be just another sound bite or click bait headline, you want to be a place where people get real, relevant info.

If the answer to either of those questions is “yes,” we’ve gathered a few tips for helping you create videos that grab people’s attention, and doesn’t let go (unless they want to go. This is a free country, after all).

Come In With A Bang

Just like the first chip from a freshly opened bag gives you a burst of flavor that makes you crave just one more bite, so does the intro to your video need to be, in a way, mouth-watering. Whether it be a fantastic intro, complete with catchy music or awesome animation (if you have the skills), the intro to your video is astronomically important. If it doesn’t catch their attention in those first few seconds, you can forget about them sticking around for the full length.

Make It Aesthetically Pleasing

You wouldn’t dine-in at a restaurant that was dirty, smelled of old cheese and baby diapers, and had roaches in the kitchen (no, not running around on the ground. I mean literally preparing your food. They are the cooks. It’s a roach-staurant), would you? Would you. Everyone loves to eat in a clean, aesthetically pleasing restaurant. In the same way, make your videos aesthetically pleasing. If you need to, hire a professional to put in all the whistles and bells to attract curious customers. But remember, don’t sacrifice your content for the sake of a pretty video. What’s that old saying about polishing bodily waste?

Establish Brand Identity

Your brand’s identity needs to be firmly established and apparent in any video you create. Whether you’re a happy go-lucky business that loves to joke around with its customers, or you have a more reserved, traditionally professional demeanor, be sure to clearly show that in your video content.

Watch Trends

Watching trends is important no matter what you’re trying to accomplish. But, in the case of creating video, following trends can separate you from the “noobs” (short for newbies, or inexperienced people) and the media legends. If whiteboard animation videos are in style, do those. If it’s a parody video that you can use to show off your product, do that. But please, no more Gangnam Style or Harlem Shake videos. Those are so three years ago…

Keep It The Right Length

With so much media available at the click of a button, businesses have to compete for viewers attention. If a video is too long, viewers will quickly lose interest in it. If it’s too short, you’ll more than likely have a hard time trying to stuff all the right info into it. I’m not going to tell you how long your videos should be, that’s really up to you and what you’re trying to accomplish with it. But on average, most people will only stick around for 2 – 3 minutes.

Try To Be Original, and Don’t Be Afraid To Take Risks!

With so much content already out there on the interwebs, it can be kind of tough to distinguish yourself from the hoards of voices already screaming at viewers to “hey, look this way!” Try to be original with your content, and take risks with what you produce. You might not hit a home run every time, but the rewards far outweigh the potential risks.

Video isn’t going anywhere anytime soon (unless it’s strapped to our noggins thanks to virtual reality technology). So, don’t be afraid to dive into the world of video content, and see what kind of things you can create!

Marketing Tip of the Week: Keep Your Audience On The Hook

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Valuable content marketing isn’t just about getting a customer to view one article or social media post. Single views might be great for whatever you’re promoting at that moment, but to build a successful business, you’ll need to keep those viewers coming back for more!

Setting The Hook

The secret to repeat views is setting the hook. That means never giving all the information in one post. The customer must always be left wanting more so they’ll return to get even more information. This can be accomplished most easily by placing a sentence or paragraph advertising your next post at the bottom of each new one. It may require some thinking ahead as you have to plan each article in advance, but it’s sure to keep your viewers thirsty for more!

For social media, teasers are definitely the way to go. Give your viewers a small tidbit of information, and then include a link that takes them to a larger post with even more information. If you place a teaser at the bottom of that piece, you can keep them coming back again and again!

Reeling Them In

Once you’ve given your viewers a reason to come back, you need to continue feeding them quality information. Hooks are great, but if you aren’t giving them value for their time, customers will find somewhere else to go for the knowledge they need. As a business owner, you are a specialist. Present your advice from that angle, and you’re sure to build even more repeat business!

Building and keeping an audience isn’t as hard as it sounds. It merely involves providing quality information and presenting it so that your viewer always has a reason to come back!

Have any tips of your own? Leave them in the comments below, and don’t forget to come back next week for another great marketing tip!

Marketing Tip of the Week: Tell Your Story

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A lot of the room in this blog space is taken up talking about content marketing and how important good content is to any marketing campaign be it online or otherwise. However, many business owners struggle with the concept of how to begin writing that content. What do they say? How do they say it? I’m going to fully flesh the reply to that question out in this post. Short answer? Tell your story!

Focus On What You Love

Everybody has a compelling story about how they got started in the business in which they currently operate. And it doesn’t matter if operating in your business has been a life-long dream or something that you fell into accidentally. Regardless of the details, you do what you do because there’s something about it that you enjoy. Focus on that thing, that aspect of your business or industry that brings you happiness, and you will touch the hearts and minds of your readers.

For example, you may think that nobody wants to hear about how you inherited a flower shop from your dead uncle, and though you knew nothing about the floral industry, decided to give it a go anyway. You’d be wrong. That’s exactly what people want to hear. They want to hear about how this thing that they love and find amazing captured your heart and eventually seduced you into loving it too.

Even if your initial reason for getting into the business was numbers on a balance sheet, there’s something about what you do that you find engaging and fun. Share that, and you will not only garner the interest of like-minded readers but all the visitors to your site.

Universality is Key

Because finding something that you are passionate about and pursuing it with all fervor is universal to the human experience. Everyone can relate, even if they have yet to accomplish it for themselves. And that universality, more than anything else, is what makes a story compelling.

The beautiful part? It’s not even something you have to make a strong effort to achieve. It already lives in your story. All you have to do is find it and ensure that it shines.

This is, of course, just the beginning. Use this story to draw your reader in, and once you have them, you can use follow-up materials to establish yourself as an expert in your field, an authority on the topics you are discussing. Once your reader sees you as a resource, they will return to you again and again. What else could you ask as a marketer?

Make Your Content Marketing Work

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If you’re into marketing, you have definitely heard of content marketing. You should get the basis of what it is and what it can do for your company. It’s important you understand what it is and how to create good content within your marketing. It can make all the difference in the world for your business. Here are what some marketing experts had to say about content marketing.

Sonia Simone via Copyblogger – To make content work, you need to understand your marketing and business goals. Then you can create content that serves those goals, instead of just giving your audience something to pass the time.

Your blog posts, email marketing, special reports, podcasts, advertising … all of it needs to fit into a larger picture.

Now if you blog purely for creative self expression, go ahead and write as the spirit moves you.

But if you’re using content to market a business, you need a strategic framework so you can get the most out of your time and hard work.

Brian Solis – Attention is finite and the competition for it is only escalating. But to entice and capture attention will take more than a new content strategy and a supporting editorial calendar. It will take a new mission, purpose, and culture to unlock experiences and pave engaging journeys through content.

Do you have content marketing? How do you make yours stand out and actually help your business?