AuthorRobert Nance

Home»Articles Posted by Robert Nance

Conversions: Discrepancies in Reporting Between AdWords and Analytics

Discrepancies in conversion/goal reporting between AdWords and Analytics are to be expected because they do not track them the same way. This is expected as the two platforms attribute conversions and goals differently.



Google Analytics goals
• Ideal if you’re interested in the entire flow of customers through your site, not just conversions.
• Can include conversions from non-AdWords sources, so it’s good for tracking all customer traffic on your website.
AdWords conversion tracking 
• The day of the click and the day of the goal do not always align as users shop around
• Ideal if you’re interested only in conversions.
• Tracks conversions only from AdWords sources.

*You will need to pick one report to pull these metrics from and stick with that one report for consistency.

 It’s important to make sure that your goals are set up correctly, and that there are no technical issues impacting the account. A good tool to use to check if have tags are installed correctly is the Tag Assistant extension for chrome, which you can download.

Here are additional reasons why the AdWords and Analytics reports will vary:
• Date of transaction (conversion window) – AdWords reports conversions from the date and time of the click that led to the successful action, not from the date of the successful action itself.
• Counting method- In AdWords, you can choose to count either all or unique conversions by setting the counting method for each conversion action (including Analytics goals and transactions imported into AdWords). The “Conversions” column in AdWords will display conversions that happened within your chosen conversion window, according to your selected counting method. Analytics, however, counts all goals and transactions, which can cause discrepancies.
• Cross-device conversions- AdWords conversion tracking enables cross-device conversion estimates that are reflected in the “All conversions” column in AdWords. This is based on actual measurements and estimates derived from users that have signed in to Google across different devices.
• Invalid clicks- Some goals that are reported in Analytics might be filtered out when they’re imported into your AdWords account because of our invalid clicks technology, which doesn’t record what seems like suspicious or invalid click activity.
• Imported goal delays- Analytics conversions data is imported into conversion tracking up to 9 hours after the conversions have occurred.

Please refer to this Article for a more thorough description of each of these and more.



We hope this helps clarify why you might be seeing differences between the reported AdWords Conversions and Analytics Goals.

Push Marketing Introduces Advanced Marketing Automation

Push Marketing is an authorized service provider of SharpSpring’s automated marketing software. Automated marketing software allows users to automate repetitive tasks such as email, social media, and other website actions. This platform enables businesses to engage with leads at critical points in the buying cycle through the use of its powerful features. Here are just a few of the powerful features offered by Push Marketing and SharpSpring:

Behavioral Based Email Automation:

Traditional email delivery services that are often utilized consist of linear, “blast” type emails that are delivered to a set mailing list. These are usually nontargeted emails generated by companies with generalized content relative to their products and services offered. Behavioral Based Email Automation, on the other hand, creates targeted emails based on a potential consumer’s behaviors and interactions with your website. This targeted marketing allows customized communications in a one-on-one fashion to be sent which, in turn, generates higher lead conversions and more revenue. The system also generates an automatic notification to your salespeople to better foster the relationship with potential leads. By notifying your sales team of these more relevant leads, you are equipping them with the information needed to convert more leads to sales and increase your return on investment. Your marketing efforts are optimized by spending more time and money in the areas where it is needed and less on the areas that aren’t likely to convert.

Engage Leads at Critical Points:

Our automated marketing platform allows you to engage relevant leads at critical points in the buying process through the use of 3 major components: Visual Workflow Builder, Lead Nurturing, and Lead Scoring.

  • Visual Workflow Builder is an interactive component of the platform that uses branching logic to build out your automation tasks in a point and click visual format. By utilizing the visual component of the task planning process, the Visual Workflow Builder allows for more creativity with a hands-on approach. You can create specific touch points by combining tasks and action groups, to customize the path your potential lead takes thereby increasing your likelihood of a conversion.
  • Lead Nurturing facilitates automated drip email campaigns to engage potential leads early on in the sales process. Drip email campaigns are a set of emails that are sent out on a scheduled basis to ensure that newcomers to your email campaign receive all of your marketing emails instead of just new emails that come out after they have joined your mailing list. This allows potential leads to be educated and keeps you at the top of their minds as they navigate through the sales process, and ultimately to their purchase decision. Lead Nurturing also sends a notification to your sales team when potential leads are ready to convert and purchase.
  • Lead Scoring allows your sales team to focus on hot prospects and leads. Leads are scored based on engagement with your website with scores increasing or decreasing depending on page visits, numbers of clicks, forms completed, downloaded content, and demographic data that fits your sales model. You can set a customized decay rate to decrease lead scores. The platform also allows you to automatically nurture leads until they are ready to convert. Lead Scoring enables your marketing team and your sales team to work hand-in-hand to not only provide them with better qualified leads, but also with a higher percentage of lead conversions and sales.

Advanced Lead Analysis to Identify Website Visitors:

Marketing automation tools provide several components that facilitate lead analysis and identify visitors on your website. Our platform offers the tools needed to identify anonymous website visitors, track your known leads, receive a daily VisitorID email, track page visits, referral URLs, and search terms, set important pages, choose important contacts, and set powerful filters.

  • ID Anonymous Website Visitors: Most visitors to websites, as many as 98%, remain anonymous to administrators because they don’t fill out forms while on the website. VisitorID utilizes reverse IP address lookup to identify the users and companies who are viewing your website. It also provides you with their contact information, name, email address and phone number. This not only helps you track visitors to your website, but provides you with critical information on your website visitors that will allow you to convert those potential leads into sales. By utilizing this information you can attract more traffic to your website to provide your sales team with more relevant leads and a higher conversion potential.
  • Track Your Known Leads: Our automation platform can track potential leads and notify your sales team when a current lead returns to your site, whether to continue browsing, to check out your pricing, or even to download content. This allows you to make your website more than just content – it becomes a communication tool for both your staff and your potential customers. It also provides your sales team with the information they need to convert more leads.
  • Daily VisitorID Email: The daily VisitorID email provides you with a daily listing of visitors to your website. With this information, you can quickly filter through potential lead information, lead scores, and other customizable fields without ever having to log in to the platform. This provides you and your sales team with more leads and opportunities.
  • Page Visits, Referral URLs and Search Terms: Our platform tracks the time that visitors spend on the individual pages on your website, recognizes and tracks when visitors view pages that you designate as “important,” tracks demographic information on your visitors, investigates where they come from, and can even identify which search terms led them to your website. This information then allows you to customize your website and social media content to attract more relevant leads to your business.
  • Important Pages: With our marketing automation software, you can set “Important Pages” that, when clicked on by a visitor, boosts their lead score and provides this information to your sales team. It can also be set up to trigger automation and personalize communication to any visitors who click on your important pages.
  • Important Contacts: The platform can also target specific industries in your communications and marketing. VisitorID will customize its analytics to only show you the visitors from those specific industries that you have chosen.
  • Powerful Filters: Powerful filters allow you to filter out any visitors to your website that don’t apply to your business or fit into your marketing model, so you can focus on the visitors that you do want to target and customize your communications to these specific potential leads. The platform will block all ISP from view and any companies that are poor sales prospects.

Our powerful marketing automation platform provides you with all the tools needed to drive more leads, convert more sales, optimize your marketing potential, and track potential customers who would have otherwise remained anonymous. The platform not only saves you time and money, but identifies more qualified leads, increases the conversion of those leads, and increases your resulting revenues.

What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation Through One-To-One Conversation

Email Automation with Personalized Communication

(For an introduction to automation, please see What Is Marketing Automation?)

When marketing automation is applied correctly, the software’s features are extremely beneficial to businesses. And one of these key features is email automation, which allows an agency to appeal to potential customers by sending relevant information that specifically appeals to the lead’s interests.

Study after study shows that this type of highly personalized and tailored communication has a much higher conversion rate than traditional, primarily irrelevant email blasts. It’s no wonder that a custom approach increases conversion rates; after all, the lead finds the information relevant and helpful. In addition, the more personalized communication allows a salesperson to bring the lead down the sales funnel in a natural, organic way.

The Problem with Sending Mass Emails

Email Service Providers (ESP) use the concept of mass emailing to constantly contact prospects with irrelevant information, all just to remain at the top of the prospect’s mind. Basic email service providers like Constant Contact can only send mass emails that treat everyone the same. This type of one-size-fits-all, largely irrelevant email is (correctly) called spam. And today’s prospective buyers find spam to be a turn-off.

In contrast, personalized email messages improve click-through rates by an average of 14%, and conversions by 10%.
ESPs cannot target a lead’s specific interests because they lack the ability to track a prospect’s “beyond the click” behavior. “Beyond the click” is a marketing automation feature that uses behavior-based tracking to automatically segment leads and then send information that is relevant to each lead. And segmenting is vital to any email marketing strategy.

The Importance of Segmentation: A Case Study

Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor

Segmentation has produced incredible results for many businesses. For example, HiveTracks is a cloud-based tool used to monitor and maintain beehives. They opted for marketing automation in order to segment their customers, nurturing each group with the right content and at the right time.

The email segmentation plan employed SharpSpring’s software on Push Marketing’s marketing automation platform, with impressive results:

  • Created robust profiles for all of its customers for improved target marketing
  • Increased engagement rates from 5% to 40%
  • Generated a tenfold increase in conversions from free trials to paid accounts

Without question, HiveTracks has been able to significantly boost engagement and increase revenue by using automated segmentation. Their full case study can be found here.

Marketing Automation Levels the Playing Field

Once upon a time, only the largest companies had the ability to achieve these types of results. Marketing automation changes the game and levels the playing field for businesses of all sizes. And with cost-effective solutions like Push Marketing and SharpSpring, marketing automation and its many benefits are more attainable than ever before. That’s great news, because marketing automation will help drive more leads, convert those leads to sales, and optimize marketing send. That’s a winning combination for any business.

Don’t forget to check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation 
What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation Through One-To-One Conversation

Marketing Automation: Why It’s Essential for B2B Businesses

(For an introduction to marketing automation, please see What Is Marketing Automation?)

Marketing automation offers tools that are highly valuable to B2B companies. That’s not surprising, because its anonymous web visitor tracking and behavioral based email automation features provide B2B companies with the opportunity to convert every lead that visits a company’s website.

In general, B2B companies use sales teams to sell larger ticket items to their markets. Because the cost of hiring, training and maintaining a sales team is so high, each deal made is very valuable. As a result, identification and conversion of every lead becomes essential.

In this context, the marketing automation service offered by Push Marketing and developed by SharpSpring includes several tools that can help B2B marketers identify and convert leads into sales.

Anonymous Web Visitor Tracking

Of the individuals who visit any given website, more than 97% are not yet ready to commit to filling out a form. Marketing automation allows you to identify these anonymous visitors, individuals would otherwise drift away from your website, unnoticed. Naturally, identifying and following up on these leads can generate a significant increase in lead volume. The most comprehensive marketing automation tools can even provide the lead’s phone number, email address and social connections, in order to help a sales team close deals more effectively and consistently.

Once visitors are identified, marketing automation can recognize the leads who are more engaged, allowing a sales team to focus on the leads with the highest probability of closing.

Lead Scoring

Lead scoring is one of the tools designed to measure a lead’s level of engagement. A lead score is based on performance of certain tasks by a prospective customer, such as visiting an important page, entering an email address on a form, etc. The prospect is given a certain point value for each task completed. For example, providing a name might be worth 1 point, while visiting an important page might be worth 15 points. Salespeople can be notified by email or even by text when a lead receives a high lead score (a “very hot” lead), visits the site or behaves in a way that suggests readiness to make a purchase.

Lead Nurturing

Similarly, leads who are not ready to make a purchase can be assigned to campaigns that automatically nurture their interest over time. This is done using email communication targeted specifically to the lead’s interests, rather than one-size-fits-all email blasts. Recent studies have shown that such targeted email communication generates a significant increase in qualified leads and sales:

  • Organizations that nurture their leads see a 45% increase in lead generation ROI over those that don’t
  • Poor lead nurturing significantly contributes to 79% of marketing leads never converting to sales
  • Nurtured leads produce 20% more sales opportunities than non-nurtured leads
  • Lead nurturing emails get 4-10 times the response rates as compared to email blasts
  • Nurtured leads make 47% larger purchases than non-nurtured leads
  • Lead nurturing through marketing automation increases qualified leads by 451%

If these results sound like they might be a good fit for your business, or you’d just like to know more, please check out these other posts in Push Marketing’s series on Marketing Automation:

What is Marketing Automation?
Push Marketing Introduces Advanced Marketing Automation 
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation with Personalized Communication
Marketing Automation: Why It’s Essential to B2B Businesses

After the Click: Behavior-Based Email Tracking

By providing complete information on a visitor’s activity after they click through from an email, Push Marketing’s software goes far beyond the capabilities of traditional ESPs like MailChimp and Constant Contact. With email tracking, you can track every page visit, form fill-out, webinar sign-up, and white-paper download from the email campaigns you send.

Why does that matter? Simply put, behavioral-based email tracking and marketing automation helps businesses generate more leads, increase sales and prove ROI.

Email automation takes on new meaning with marketing automation. With “after-the-click” behavior tracking, marketing automation is able to track how a lead is interacting with a website. At the same time, the software can send out automated email that is customized based on how the lead interacted with the website.

In short, Marketing Automation can be used to:

  • Discover a lead’s interests, simply based on webpage clicks
  • Communicate with leads 1-to-1 based on those interests
  • Automatically notify a salesperson when a lead has accomplished something interesting

Marketing Automation vs. Traditional ‘Email Blasts’

Unlike old-fashioned email delivery services like MailChimp or Constant Contact, which generally send out email “blasts” to a large group of recipients in an untargeted approach. Too often, prospective customers view this kind of mass mailing as spam, and that can land your emails in the junk mail folder.

In contrast, when correctly applied, marketing automation all but guarantees that leads receive narrowly targeted, highly relevant, marketing messages at exactly the right moment. Unlike the auto responder tools many businesses and agencies have used in the past, marketing automation is able to specifically target leads who are likely to be receptive to your contact.

The secret is that marketing automation features behavioral-based targeting and communication. Using marketing automation, a B2B company can automatically send very high-level, relevant information to fresh leads, with a high degree of accuracy as to that individual’s actual interests.

Plus, when a lead shows readiness to buy, purchase-oriented materials can be automatically sent. At the same time, the marketing automation service will send a notification to a salesperson, telling them to contact the lead. Leads looking at one product on the website can be sent information about that specific product, without a salesperson having to ask the lead anything.

Not surprisingly, this level of behavioral-based targeting will generate higher conversions and more revenue. That’s why Push Marketing is offering this service, as developed by SharpSpring—it’s an investment that is sure to pay dividends.

The relevance and time savings of behavior-based email automation is difficult to put into words. That’s why we’ve created a fast, fascinating and fun demonstration of how marketing automation actually works for you.

Next, please check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation (coming soon!)
What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
Email Automation with Personalized Communication

Monopolizing the Channel with Strategic Internet Marketing

Powered by the Internet, the global economy has brought significantly accelerated market conditions where the competitive climate is no longer simply one company competing against another, but a company and its affiliates and supply chain competing against the other company and their affiliates and supply chain. This brings about significant challenges during already challenging times; but, the key is to have the discipline and the right people on your team to execute a growth strategy regardless of the times as articulated by Jim Collins below.

Internet marketing strategies today must then be robust and agile if they are intent on finding ways to leverage these extended enterprises in order to build long-term sustainable competitive advantages.  These new forms of a consortia brought into corporate alignment, in large part via the Internet, are now able to leverage the unique strengths of each company to (a) expand markets and market entry points, (b) effect price by driving higher business volumes and operating efficiencies, and (c) improve customer satisfaction with added-value information. Commerce is at a crossroads, and in order for your company to succeed in this environment your team will have to effectively excel in the four key areas of technology, Internet marketing, service, and branding to fully benefit from these new channel opportunities.

Technology Leadership

Obviously, the future where Internet technology plays the pivotal role in increasing the relationship with the customers by providing more conveniences and informational services is here. However, it should be noted that this reality should serve to ensure that the customer feels connected to the company rather than disconnected by the technology. This article is not written to educate you on the technical infrastructures that make up web portals or supply chain connectivity, but to remind that a customer-driven philosophy and environment is the way to go.

Marketing Leadership

One of the problems today is that in the rush to produce volumes of subpar content over the web, companies find ‘no pay a heavy cost for’ having their increased capabilities brought on by the supply chain easily outpaced by customer perceptions. Without value realization, you will not maximize the return on your hard earned capabilities unless these two components are matched. The outside perception of your business should match the inside reality and this is only achieved when advanced content is created at a level parallel to your products and services. After spending your resources developing the inside reality, not having the outside perception match will result in frustration due to minimal sales. To be a marketing leader, you and your channel partners must be committed to turning all touch points into moments of relationship building opportunities.

Service Leadership

An obsessive focus on all information surrounding the customer at all contact points is the most effective way to establish service leadership. As we know, when a customer walks, they talk. Studies show that when a customer has a negative experience, they will tell 20 friends about it and only 7 when they have a positive one. Now with social networking rapidly becoming a dominant “qualifier”: Now, if a customer is happy with your service, their message spreads to more than 1,000. So, (reputation is huge).

Excellent customer service begins its focus at the beginning of the buying process and continues for life. This attention always views business processes from the customers’ eyes and treats each customer as a valuable and familiar client with whom a long-term relationship has been built.

Regardless of what contact point the customer interacts with your company, they are dealt with the way they wish to be dealt with—as a valuable and familiar client with whom a long-term relationship has been built. As with any other relationship in life, this only happens with personal (highly customized), frequent, and quality communications.

Brand Leadership

Lou Gerstner, Past Chairman and CEO of IBM stated that, “Branding-it is a very important issue and will dominate business thinking I suspect for a decade or more”. If you and your company aspire to move from a brand management and image position to brand leadership and equity status, a number of changes must take place. First, the brand elasticity will have to be analyzed for its ability to hold up to the broader marketplace and challenge of building and sustaining an Internet presence. Secondly, when it comes to lead management, sales and marketing must be aligned behind the brand to achieve synchronized communications. In this manner, your company should strive to show, rather than talk about the brand.

In a recent survey, 42 percent of business executives said that collaborative relationships and market differentiation strategies were one of the biggest business challenges they face. Additionally, industry analysts claim that between 30 and 60 percent of information is inaccurate by the time it reaches the retail level. Certainly, it takes leadership to address these issues and to create synergy with branding partners all contributing to a customer-focused supply chain. This strategic high ground happens when message consistency is achieved across all channels.

Monopolizing your channel may sound overly optimistic and certainly aggressive, but it may also end up being the only way to win as the Internet regularly proves that Ziph’s Law (winner-take-all world) is in effect . These issues are relevant for both business-to-business and business-to-consumer business models. From operations to marketing, synchronizing your organizational universe is challenging, but also inherent in those challenges is incredible opportunity. Establishing a simple, yet thorough Internet marketing and communications strategy will provide the platform to reach your business plan objectives.

Please share your thoughts or challenges.

Is Your Website Internet Marketing Ready?

When you’ve put so much effort into developing a great product or service and you settle on a determined commitment to embrace best practices for Internet Marketing, you don’t want to find yourself many months down the road disappointed with poor sales. Although the Internet has revolutionized communications for most industries, one truth has never changed which is that many people have lived without many companies until now…offline or online.

All too often, companies get a nice looking website up and running and take a lot of pride in how clever the design, imagery, SEO or writing is. In fairness and similar to birthing your own children, loving your own ideas is typical for anyone who has been involved contributing to a creation. However, while frequent employee and stakeholder inputs are indeed vital, it can also produce a false sense of security. If businesses could succeed by simply designing a product or website and waiting for it to sell itself, then MANY more companies would be successful.

Having a website that is market-ready involves a lot of effort. Faced with tight marketing communications budgets, the need to execute multiple projects in parallel, and the specialized skills best practice Internet Marketing demands, many companies are looking for a cost-effective way to outsource. The key here is to develop the site to be a business development engine that not only pays for itself, but drives revenue performance.

As you venture out to develop or evolve your website and perhaps more critical to success, your web presence or digital footprint, the first thing to remember is that it is important to construct it from a marketing centered approach. Typically, web site developers get paid to just “build” your web site. Unfortunately, they do not know or view things from a marketing perspective. Simply, marketing is the ability to articulate a sales argument. So before you get concerned over branding, look and feel, function, or search engine optimization, you need to get focused on the web development project from the perspectives of (a) will this compel the highest potential of the right people to visit and hear the right message, and (b) will the site help the company make money?Footprint

Yes, sales and making money. Although it is regularly forgotten, marketing professionals have a rule “don’t fall in love with your own creations”. Why? What matters is that it works and produces business results. This leads me to a bigger subject, one that is surely frustrating to every business person, the sluggish economy and company after company getting their lunch taken by competition both foreign and domestic. So, let’s take a moment to regroup by reminding ourselves that we are in business and that-

Business strategy is not revenue, advertising is not revenue, PR is not revenue, strategic alliance is not revenue—only Revenue is revenue.

In addition to thinking from a marketing-centric position, getting and ‘keeping’ your website market-ready includes multiple layers of development that need to be done in a desired execution sequence. This may include and is not limited to the phased layering in of architectures for branding, information, SEO, lead generation and capture, sales funnel/conversion, service oriented, interactive community, online store/e-commerce, CRM integration, and overarching analytics required for ongoing improvements.

In reality, there is a gap between goals and actual results. In the end, true results vary depending on the quality of execution. In their book ‘Execution: The Discipline of Getting Things Done’: L. Bossidy & Ram Charan capture the essence of this gap and explain:

“The fact is that with execution, there is a significant gap between what the company’s leaders want to achieve and the ability of their people to carry it out.  The real challenge is being able to implement plans and that what most people miss today is that intellectual challenge also includes the rigorous and tenacious work of proving ideas”.

Stay with me as over the course of the next several weeks, we drill down and examine the role of each of of these architectural layers and discuss how to execute a winning website strategy.

Understanding Webspam or Make Friends With Pandas And Penguins

Black Hat SeoThe days of manipulating search engine page rankings with garbage websites are gone.  Google’s Panda and Penguin algorithms focus on penalizing and downgrading Webspam websites that have unnaturally high page rankings based on poor and repetitive content and other questionable SEO practices. Panda and Penguin algorithm updates are happening more and more often and some days both can be updated a couple of times per day.  To succeed in driving traffic to your website, you need to keep your website out of the Webspam category while providing relevant and timely content.

Defining Webspam

Webspam is a practice that for many years allowed websites to manipulate search engines to drive traffic to their site.  These sites are designed specifically to spam Google and other search engines in order to raise page rankings, albeit, artificially.  These practices include cloaking, keyword stuffing, and other tactics known as “black hat SEO”.  What businesses fail to understand is that these practices, in the long run, do more harm than good.  When a potential customer finds you through this practice, it is extraordinarily difficult to convert them from a visitor to a buyer and develop an ongoing relationship.  Today, the algorithms are designed to weed through the websites that are employing “black hat SEO” practices and downgrade their page rankings for the purpose of raising the quality of information in search engine page rankings.

 

Google’s Panda

Panda algorithms search for websites that have poor quality, duplicative, and repetitive content.  Websites, including content farms, and others that specialize in creating tens of thousands of pages of worthless content are now considered Webspam by most search engine algorithms.  For nearly two years since the first Panda run in February 2011, website owners have had to refocus their SEO strategies and revamp websites without utilizing manipulative black hat tactics in order to rank high in search engine findings.

Google’s Penguin

Google PenguinPenguin algorithms are different.  While Panda focuses on the content of websites, Penguin focuses on links and link profiles.  Link building has always been a focus for website owners seeking to raise their page rankings, however, just as there are individuals that seek out black hat SEO tactics, there are those that manipulate back links to raise page rankings. Penguin targets these low-quality link profiles and lowers the page rankings based on real and high-quality links.

How To Keep Ahead Of Panda And Penguin

First, abandon your old practices that included any of the above mentioned black hat tactics.  These simply do not work any longer, and in fact, cause your website to be deemed as Webspam.  Today, you need a comprehensive SEO strategy that includes high-quality content for Panda, and high-quality links for Penguin.  Think “keyword optimization” not “keyword stuffing”.  Think “high-quality relevant links” not “link to everything.”  Raising your page rankings with Google and other search engines does require time, effort, and patience.  Remember, you are building an online persona, reputation, and looking for new customers that choose you.  When you engage potential customers and provide them with timely and relevant information, your linking efforts will be rewarded.  Organic linking that comes from individuals that like what you have to say or offer so much, that they want everyone they do business with to know it as well.

Stay away from manipulative SEO tactics and instead focus your efforts and resources on creating high quality content for visitors to your website. Blogs, white papers, product reviews, industry news and analysis, and press releases are a great way to build high-quality content.  Encourage visitors and customers to comment and share the information you provide and build a relationship with the community.  This leads to the invaluable organic links that will raise your page ranking.  The next time you do a search and you find the results are relevant to you, hug a panda and a penguin and be thankful that they are doing their job and helping you find relevant, high-quality websites.

Generating Backlinks With SEO And Content Marketing Strategies

The world of SEO and content marketing is changing.  Recent adjustments to Google’s Penguin and Panda algorithms as well as adaptations by other search engines have made SEO tactics more important than ever.  Once, individuals could recycle or repurpose articles and blog posts that appeared on their websites and continue to submit them to directories to capture backlinks thereby raising the rankings in search engine findings.  Now, the dynamics have changed and what once worked can now cause websites to lose their coveted page rankings thereby resulting in a dramatic decrease in traffic to their website.

Today, content marketing including articles, blog posts, and press releases must be timely, interesting, relevant, well-written, and most important fresh.  Content was once written to satisfy the search engines but did little in the way of converting visitors to sites and very little to educate or inform them.  Content must be written in a manner that relates timely information that visitors to a website are seeking, as well as to encourage feedback, comments, and sharing.  This now is the natural linking needed to generate the backlinks that help websites rise in search engine rankings.

 

Content WritingWhat Websites Need To Rise In Search Engine Rankings

·         Link Building: Link building requires websites to build credibility, nurture relationships, and maintain a healthy stream of relevant content.

·         Limit Content Submissions: Submit well-written and original content only to high-quality article directories.

·         Relevant Content: Generic content is no longer going to drive traffic to websites; well-written content with the proper keyword density is essential.

·         Guest Blog Posting: Research existing blogs that provide timely and relevant information and that have active followers.  Offer to write guest blogs; this helps generate back links and  expand reach to a new audience.

·         Use Google Authorship: Link blog posts to Google+ page.  Remember, a Google+ page that includes a photo drives more traffic.

·         Develop On-Site Blog Editorial Calendar: Take a look at the next 3 months; what dates stand out that is relevant to your business?  Develop an editorial calendar to ensure that topics are relevant and timely.

·         Develop Off-Site Editorial Calendar: Guest blogging builds relationships, increases backlinks, and develops a larger audience.  Write compelling and timely pieces including blog posts, press releases, and white papers to provide to bloggers and industry news leaders.

What Websites Need To Avoid In Order To Rise In Search Engine Rankings

·         Generic Content: Immediately stop distributing generic and poorly composed content to article directory services.

·         Article Spam: Cease distributing article spam – non-original content – to content delivery services.  In the end, this does significantly more harm than good.

·         Plagiarized Content: Stop spinning content from other sites.  Unique, original, and fresh content is more valuable.

Timely, Relevant, And Unique Content Marketing

Instead of focusing on general information for visitors to your website, think about how to provide real value.  The list below is a sampling of content marketing topics and ideas that can help Interviewyour website rise in page rankings:

·         Interviews: Conduct an interview with a customer or industry professional.

·         Case Studies: Write a case study of a customer that has successfully used your product or service in their business.

·         Industry News: Search the news of the day/week and write a relevant post on timely and relevant news.

·         Tools & Tips: Brainstorm new ways that your product or service can be used to educate your potential customers.

·         Product Reviews/Product Comparisons: Routinely review products that are relevant to your business and compare your products with your competitors.

Most importantly, remember that the dynamics of driving traffic to your website has changed dramatically over the last couple of years.  Do not let the changes in Google’s algorithms get you down; you can still drive visitors to your website and rise in the page rankings.  SEO and content marketing take nurturing, analysis, and time; building backlinks by providing relevant high-quality content is worth the time and effort.

Integrating Social Media Strategies Into Marketing Campaigns Is Vital

Social MediaOnline And Offline Businesses Both Need Social Media Marketing Strategies

Once, it was commonplace for businesses that conducted the majority of their business in brick and mortar businesses to not have a compelling online presence.  That quickly changed and businesses across the globe that offer local services have found the power of harnessing of the internet in addition to their traditional marketing strategies.  Online businesses however, have always focused on getting their customers from internet users.  Social media integration into marketing strategies was first successfully employed by online businesses and now offline businesses understand the importance of having a social media strategy that is woven into their overall strategic plans.  Consumers buy from businesses that have a recognizable brand, a good product and offer it at fair prices.

What Social Media Marketing Does For Businesses

Social media platforms give you the invaluable path for pursuing new customers, nourishing existing customers, and for building buzz about your products and services.  Reaching customers, regardless of the type of business you have, is vital to your success. In fact, one of the biggest marketing and sales challenges has always been choosing the best channels to find customers.  Social media allows businesses to build their brand and their reputation, encourage feedback and sharing, and educate customers on the benefits of your products. Going viral through social media campaigns, is the ultimate goal.  Tweets, videos, blogs, and forums are all pieces of the social media puzzle and are a vital part of your UX.

Using Social Media To Its Full Potential

So DeliciousSo Delicious Dairy Free is a company that makes dairy-free milk and other products from nuts.  When they launched their Facebook campaign, they continually asked for feedback on their products, were active in responding to questions, and offered followers coupons and recipes.  As they kicked off their product launches, they had ongoing contests that spurred their customers into action.  Their customers shared their recipes with friends, talked actively about their products, and created the buzz all new companies strive for.  While they had been in business since the late 1980s, their social media campaign catapulted them into new waters and greatly expanded their business.  They created a UX that engaged a passionate community – they had the right message, at the right time.

Most companies do not spend the time or effort necessary to build a community like the So Delicious folks did.  For a brand with non-universal appeal, their over 110,000 “likes” on Facebook and 17,000 Twitter followers is remarkable.  The truth is, when creating a marketing campaign, regardless of whether for offline or online businesses, social media must be integrated into the fold.  The brand message of any business needs to be promoted through traditional media as well as social media to increase the reach and build a strong customer base.  The added benefit of an active social media community are that the more people that are talking about your product, sharing your product benefits, the more your rankings in search engines will improve because of the number of new organic backlinks.  Organic backlinks cannot be achieved without effort; however, they are one of the key components in search engine algorithms for moving your business to the first page.