As important as PR and marketing is for your business, there are times when revenue is going to decrease and you’ll be looking for places to trim back on spending so you have enough to pay your bills and invest back into the company’s growth. Marketing – which doesn’t often result in immediate, tangible returns – might seem like one of the prime targets. However, if you trim PR too much, you could experience a negative impact on your business. Fortunately, there are effective ways to save money without losing too many visits to your site.
Content is one of the cornerstones of effective online PR. However, it can be time-consuming or even costly to produce as often as you need to in order to bring greater traffic numbers to your website. Digital Current explains how to effectively repurpose content to save yourself both time and money. Instead of writing a piece you use and share via your company’s blog and social media profiles once, revisit the content on a rotational basis.
Find new sites to host a piece – such as when you offer to republish it as a guest post on another site relevant to your industry, linking back to your own company site in your author bio. Rewrite intros and conclusions and submit the content to different article-sharing sources around the web. Revisit content with updated news or information or republish the content seasonally with disclaimers that you previously published it before.
Hire a Third Party
According to Marketing Land, the average annual salary for in-house content marketers is between $60,000 and $74,000. It’s not always feasible to have a full-time content creator and marketer in your PR department, especially if you’re part of a small or new business. It’s far more affordable to hire a third party of experts to handle your content production and marketing. Using their expert skills and established resources, they can produce new content on a regular basis for a fraction of the cost of an in-house expert. Plus, what time your staff currently spends worrying about content will be free so they can focus on other tasks that require completion.
Focus on Social Media Engagement
Instead of wasting money on paid advertisements across the web, spend more time creating an organic marketing campaign by engaging both existing and prospective customers on free platforms, such as social media. Make use of hashtags relevant to your business and respond to customers who ask you questions. Pose questions of your own when you post to increase the likelihood of followers responding and include eye-catching images or videos with each post.
Even when your revenue increases and you have more money to spend, you might discover that your PR efforts on a trimmed budget are so effective, there’s no reason to spend much more to spread the word about your company. When it comes to PR, focusing your efforts is more important than just throwing money at advertising providers. Make do with the marketing budget you have available by no longer seeing what sticks – by knowing what works.Read More
If your site isn’t optimized for mobile browsing, you’re missing out on a substantial amount of prospective traffic. Although a sizable portion of active Internet users still surf the web on traditional computers, the vast majority of them now prefer to use smart phones and other mobile devices. As Statista predicts, mobile users will account for nearly 65 percent of web traffic by 2017. This means that site owners who have yet to embrace mobile optimization are doing themselves a disservice. With the help of the following pointers, you’ll be able to whip your site into shape for a new generation of Internet users.
Be Selective About Imagery
When reworking your site for mobile browsers, be selective about the amount of imagery you use. The more images your site features, the more difficult it will be for mobile devices to load it. With that in mind, keep things simple. Since you’ll be working with a very limited amount of screen space, you’ll need to carefully consider what kind of images, how much text and how many menus to include on the mobile version of your site. While it’s certainly important to offer visitors a little variety, offering too much in the way of text and imagery will make your site difficult to load and draw the ire of mobile browsers. As Time reports, over 50 percent of first-time visitors will spend no more than 15 seconds on a website before shifting their focus elsewhere, so lengthy load times aren’t going to do you any favors.
Be Mindful of Apple Users
As recently as 10 years ago, Apple was a company thought to be long past its prime. However, following the success of the iPod, iPhone and a whole host of other ingenious devices, Apple is truly a force to be reckoned with and a major player on the global stage. Given the massive popularity of the iPad and iPhone, it’s in your best interest to be mindful of Apple users when optimizing your site for mobile browsing. This essentially boils down to minimizing both Java and Flash or nixing them altogether. No Apple products support these platforms, and the company’s mobile devices are no exception. Since iPhone users constitute a significant portion of the mobile browsing market, ignoring them is ill-advised.
Avoid Popup Windows
As previously stated, most mobile browsers are working with far less screen space than traditional PC and laptop monitors offer. For this reason, avoid popup windows at all costs when designing your website’s mobile variant. Not only are they annoying on regular-sized monitors, they’re downright vexing on smart phone screens. Fluctuating between multiple windows is difficult enough on mobile devices – the last thing people want is for this process to be made even more cumbersome by the presence of popup windows.
There’s no disputing that mobile browsing is the way of the future. No matter where you go, you’re sure to find people surfing the web on smart phones, tablets and portable gaming devices. To ensure that modern-day Internet users can comfortably view your site, you’ll need to optimize it for mobile browsing.Read More
Google and other popular search engines take a variety of factors into consideration when determining a site’s search ranking. The number of available links, visitor stats and keywords are just a few of the things that factor into their decision. While attracting new visitors is certainly important, convincing them to stick around is every bit as crucial to your site’s search ranking. Not only does Google look at your visitor numbers, it also factors in how much time people spend on your site. Anyone looking for effective ways to retain visitor interest is urged to read on.
Experiment with Serialized Content
What drives you to tune into your favorite shows every week? Sure, they may be fond of certain characters and settings, but a strong desire to know what happens next guides the viewing decisions of many Americans. Even if a story is headed down a predictable path, invested fans will dutifully keep watching until the final curtain call. For as long as media has existed, serialization has been an effective way to keep audiences coming back – and there’s no
reason you can’t use it to your advantage when creating web content. Supersized blog series that are spread across multiple installments can increase visitor numbers, as well as the amount of time people spend on your site. Additionally, people who discover a series after it’s been completed can binge-read the whole thing in one go – and spend a considerable amount of time on your website in the process.
Gamify Your Site
Gamification – i.e., the process of adding videogame-like elements to websites – has become very popular over the last few years. Considering how popular gaming has become, it isn’t difficult to see why. Although videogames were once viewed as the domain of children and so-called “geeks,” the rise of mobile gaming has made this medium more appealing to a mainstream audience. These days, nearly everyone you meet has at least smart phone game they can’t put down. As Statista reports, the amount of time people devote to mobile gaming is expected to increase by nearly 460 percent by the end of 2017. Common examples of website gamification include offering visitors points for visiting a certain number of pages on your site and providing small rewards to people who leave comments on your posts. The more incentive visitors are given, the longer they’re likely to stick around.
Don’t be Stingy with Links
When putting together new articles and blog posts, take care to include links to previous posts. This ensures that first-time visitors who like what they see will be able to access older pieces of content with ease. These links can come in form of highlighted hyperlinks or simple recommendations at the end of a piece. (“If you enjoyed this post, you may also like these, etc.”) Just because a new visitor is pleased with your latest post doesn’t mean she’ll make any significant efforts to seek out previous entries with similar subject matter. However, if you provide her with convenient links, you can dramatically increase her chances of sticking around.
If you want first-time visitors to become repeat visitors, you’ll need to make it worth their while. Producing engaging serialized content, utilizing gamification and sprinkling your posts with relevant links will ensure that visitors are able to enjoy themselves for hours when visiting your site.Read More
Not every business can afford to hire a full-time public relations expert – although by hiring a marketing firm, you can often rely on their public relations expertise. However, it is important that you devote much of your marketing efforts to positive public relations and not just typical marketing strategies like paid advertisements. One of the most essential cornerstones of effective public relations is how your company handles negativity on your social media profiles.
Nielson reports that 92 percent of consumers trust earned media, perhaps because they know you’re not simply forking out cash to earn a spot on a website or a recommendation from an expert in the industry. If your company seems friendly and approachable, it will do better in the face of negativity. If you invite questions and encourage customer engagement with your social media, blog posts and videos, you’re more likely to earn consumers’ trust when you attempt to make things right for an unhappy customer. Create and post original content on a regular basis – at least a few times per week – and provide more opportunities for existing customers and potential customers alike to interact with your company in a positive way to drown out the few negative complains that do appear.
Monitor Social Media Terms
According to Marketing Interactions, 53 percent of shoppers rely on peer recommendations instead of
advertisements. That backfires when someone posts something negative about your brand or company on social
media. The best way to counteract negativity is to monitor popular social media like Twitter and Facebook for terms related to your company and products or services. When you see a negative complaint, reach out to the person and express your sympathy for their dissatisfaction. This is especially necessary when a customer tags your business’ social media account into the discussion. Respond promptly.
Resolve the Problem
Offer to help resolve a problem. Don’t just hand off a dissatisfied customer, as that only makes them more frustrated. If you have a customer complaint line or email, recommend it to the person, but also state that you’re willing to help if that doesn’t work. Oftentimes, customers do start there and it’s a bad customer service department experience that prompts someone to complain online, so simply telling them to call or email again won’t help. If you’re a small enough operation, you can see that the issue is resolved personally. If you’re part of a large corporation, you should still have a public relations expert follow up on these type of complaints personally.
No matter how hard you work to ensure your products or services are the best they can be, there will always be some negativity about your brands and company online. The people most likely to make a public comment are the ones most dissatisfied. (Conversely, the ones most happy about your goods are services are the second most likely to post, so these posts can help outweigh the bad.) You can’t and shouldn’t try to silence unhappy customers. Instead, remember that other customers are watching and handle the situation by putting your best face forward.Read More
Search engine optimization has been widely used by businesses of all sizes for over a decade – and like any popular
form of marketing, it’s in a near-constant state of fluctuation. Since its inception, SEO has undergone countless
changes. Some of these changes were facilitated by prominent search engines altering their algorithms, while others came about organically. In order to remain competitive, companies need to stay current with the latest developments in search engine optimization. Heading into 2016, your business can’t afford to ignore the following SEO trends.
Social Media is Consistently on the Rise
Considering how popular social media outlets have become over the last decade, it should come as no surprise that more and more companies are choosing to shift their SEO efforts to Twitter, Facebook and YouTube. As Impactbnd reports, over 75 percent of marketing professionals have used social media outlets to build brand awareness and maximize their SEO efforts. Ever since the mid ‘00s, each year has seen a substantial increase in the amount of attention paid to social media – and 2016 is looking to be its biggest year yet. This year, your competitors will be pulling out all the stops to incorporate popular keywords and hashtags into their social media posts, so don’t allow your company to be left in the dust. Keywords play a large role in getting your posts noticed – particularly on Twitter – so take care to pepper your updates with industry-centric keywords and hashtags.
Mobile Optimization is Paramount
These days, smart phones and tablets are people’s preferred web browsing devices. Although traditional computers are still abundant, research has found that people now do most of their browsing on the go. As a result, Google and other popular search engines now factor in mobile functionality when generating search results. This means that if your site gives off a laggy performance on mobile devices – or is outright incompatible with them – you’ll need to have it configured to run smoothly on them. If your site’s mobile device compatibility leaves a lot to be desired, get in touch with an experienced web designer posthaste.
Digital Assistants Should be Catered to
Not all search engine queries are text-based. Recent years have seen a considerable rise in the popularity and prominence of digital assistants like Siri. Instead of typing their criteria into search boxes, many modern-day Internet users have their digital assistants carry out their searches for them. Companies can capitalize on this by adopting a more casual tone in their blog posts and feature articles. Web content that is conversational or colloquial – that is, web content that sounds like people talk – is more likely to elicit attention from digital assistants than content that sounds uniform and flavorless.
The SEO landscape is constantly changing. Although search engine optimization can be an effective way to attract new business, companies need to stay on top of the latest trends in order to maximize their SEO efforts. Failure to do so is liable to give your competitors a tremendous advantage and result in copious missed opportunities. To ensure that your forays into search engine optimization continue to thrive, find ways to make the above-mentioned trends work for you.Read More
Between content product and website meta tags, advertisements and social media, your marketing department (or just you, if you operate a website alone) spends a lot of time trying to optimize your website to get more traffic. However, focusing on the most popular keywords in your industry isn’t enough. If you want more traffic to your site and you want to convert more traffic into paying customers, you need to focus on locally-relevant keywords when increasing your search engine optimization.
According to Search Engine Watch, 50 percent of mobile searches are done to find a local business – and 61 percent of those searches led to a purchase. Capitalize on this trend by focusing on keywords that are specific to your area or the area in which your target demographic tends to reside. For example, instead of focusing on something generic but relevant to your industry like “buy used books,” add your store’s city name to it the term: “buy used books Philadelphia.” If you have stores in multiple cities, include multiple city names on your keyword list.
Few businesses are going to have the word of mouth and search engine result power of multinational corporations like Wal-Mart. These gigantic businesses are the ones that will pop up first for search terms like “new towels” or “buy wedding supplies.” By adding a city, state or even country name to the keyword on which you’re focusing, you’re competing with fewer other businesses, which greatly increases your chances of ranking toward the top of a relevant search term.
The Pew Research Center reports that 86 percent of consumers feel that a search engine helped them learn something new or increased their knowledge about a topic. When you participate in the community or communities in which your business is based or tends to attract the greatest number of customers, you become a more visible part of that community.
Educate your website visitors about events and causes relevant to your community. For example, if your store is among the sponsors for an upcoming marathon benefiting disease research, you can tie your keywords to search terms relevant to that event and redirect people back to your website through a blog or social media post discussing the event. For instance, you might focus on the keyword “cancer research marathon Chicago” even without any words relevant to what you sell because anyone looking up information on that event or charitable cause will want to learn more. Your website can then provide that information via a post discussing your sponsorship of the event. While the visitor is there to learn more about the event or cause, he may become interested in your products and services.
For most businesses, focusing on local keywords simply makes more sense regardless. If you deal primarily with local customers, you don’t need people in another country reading about your business. If you do accept national or even international orders, your time is still better devoted to finding customers in the most populated areas in which your customers tend to reside. Learn how to incorporate local keywords into your SEO effectively, and see your traffic and conversation rates soar.Read More
Social media can be a time-consuming aspect of your business’ marketing, but when you do it right, it’s worth every dime you spend and every employee hour it takes. Conversely, if you do it wrong, it can cause more harm to your business than do good. Consider hiring a public relations expert, either as a new staff member or through a third party marketing service, to take control of your business’ social media presence, particularly your Twitter account.
Twitter Users Are More Interactive
An active company Twitter account will provide you with a better sample of your average customer’s feedback. GfK MRI reports that Twitter users, for example, are 506 percent more likely to write a blog and 314 percent more likely to post a review or a comment than non-Twitter users. These are the consumers most likely to spread the word about your products and services or to share your blogs. They’re more likely to accept free samples for review and share their enthusiasm for your services or products. To build a loyal Twitter following, you need to offer content they’ll enjoy reading.
It Makes Your Company More Approachable
While the last thing you want to do is post anything that could be offensive, an innocuous but more “human” approach to Twitter posts will go a long way. For instance, 360i claims that 85 percent of Tweets are original content, not retweets. Few will be interested in your account if you mostly retweet industry news or simply post links to new products or blog posts. Post Tweets that are relevant to hot trends, your industry or the season in a way that makes your feed seem less like it was written by a robot and more like it was written by an actual person who loves your company.
There’s a Fine Line to Walk When Companies Use Twitter
Do not make the mistake of hashtagging the first popular trending hashtag you see, as it could turn into a public relations nightmare. An expert will research the tag before deciding if it’s appropriate for your company to weigh in on it. If it’s something fun, for example, “#HolidayMemories,” then your Twitter account could post happy holiday memories from many of your staff members before sneaking in a promotion to buy something relevant to the holiday every few tweets. If the hashtag is related to bad news in the world or some controversy, do not jump into the conversation, as people will find a corporation weighing in on it offensive. The one exception is if a social issue – for example, LGBT rights – is important to your company’s goals and virtues and you’re willing to storm the angry comments from detractors.
A Twitter account, even for a business – or especially for a business – needs to be engaging and prove more than a place to advertise your latest sales. If you want Twitter users to actively follow your company’s Twitter account – to be invested in it – you have to offer them more. The right public relations expert will straddle the line between unprofessional and too “corporate” to make more Twitter users a fan of your social media posts.Read More