Blog Category: SEO


Five Ways to Find and Engage Your Audience

By Lyn Mcgee,

Download our digital trends whitepaper to learn how to reach the right audience.

From clearly defining your target audience to inspiring them to take action, learn more about how to find and engage consumers.

In order to make the most of a limited budget, you need to be strategic. If you want to create successful digital marketing campaigns that drive traffic to your site and increase sales, you need to identify and understand your target audience. Though you may have an idea of the type of customer you would like to attract, without formally defining your target market, there is a good chance that many of your marketing efforts will fall flat.

Before you can begin to develop effective digital marketing campaigns, you need to define your target audience and identify the best tactics for reaching it. Below, we’ll discuss tips for finding and engaging your target audience.

How to Define and Identify the Target Audience

Clearly defining who you are trying to reach is an important first step in developing a successful content marketing plan that is both strategic and efficient. Here are a few ways to define your audience.

1. Get insight from your current customers.

One of the best ways to better understand your ideal customer is to take a close look at your current customers. Review customer data that you have collected over time to better understand demographic information like age, gender, and marital status. Then, go one step further by surveying your customers to find out more about their likes, dislikes, habits, fears, and challenges. This will give you more insight into what you find most important, which will help to tailor your message to this audience.

2. Develop detailed, data-driven buyer personas.

Once you’ve gathered some insight from your current customer base, it’s time to create buyer personas. These are profiles of your ideal customers, which contain demographic information as well as a more in-depth description of what these consumers need and what you care about. Buyer personas will help drive strategy for your digital marketing campaigns.

How to Reach Your Audience

After you’ve worked to identify the target audience, what your biggest challenges are, and what value you can provide them, it’s time to learn more about where they are and how to reach them. Here are a few ways to engage your audience.

3. Utilize search engine optimization (SEO).

SEO is a must-have for any business that wants to compete in the digital marketplace. By producing content that emphasizes keywords, phrases, and topics relevant to your industry, you can work to rank higher in organic search results, making it easier for your target market to find your business.

4. Be active on social media.

Social media is an excellent platform for reaching local and global audiences. With sophisticated targeting features on social media platforms like Facebook, you can ensure your content is seen by your target audience.

5. Reach more customers on mobile.

More and more consumers are engaging with and searching for brands on their mobile devices. Not only is it vital for you to have a mobile-friendly website, but these companies can also take advantage of mobile marketing opportunities that use geo-targeting and other features to reach mobile customers.

We can help!

Are you ready to discover your target audience and connect with them in innovative, engaging ways? We’ve got the insight, strategy, and tactics you need to reach them in meaningful ways. Download our Digital Trends whitepaper to learn more about inspiring consumers to take action. You can also contact us online or call 888.573.4773.

  Filed under: SEO
  Comments: None


Find Your Audience: 5 Ways to Find and Engage Your Audience

By Lyn Mcgee,

An elderly couple sitting together and looking at their iPad.

In order to make the most of a limited budget, you need to be strategic. If you want to create successful digital marketing campaigns that drive traffic to your site and increase sales, you need to identify and understand your target audience. Though you may have an idea of the type of customer you would like to attract, without formally defining your target market, there is a good chance that many of your marketing efforts will fall flat.

Before you can begin to develop effective digital marketing campaigns, you need to define your target audience and identify the best tactics for reaching it. Below, we’ll discuss tips that for finding and engaging your target audience.

How to Define and Identify the Target Audience

Clearly defining who you are trying to reach is an important first step in developing a successful content marketing plan that is both strategic and efficient. Here are a few ways to define your audience.

1. Get insight from your current customers.

One of the best ways to better understand your ideal customer is to take a close look at your current customers. Review customer data that you have collected over time to better understand demographic information like age, gender, and marital status. Then, go one step further by surveying your customers to find out more about their likes, dislikes, habits, fears, and challenges. This will give you more insight into what you find most important, which will help to tailor your message to this audience.

2. Develop detailed, data-driven buyer personas.

Once you’ve gathered some insight from your current customer base, it’s time to create buyer personas. These are profiles of your ideal customers, which contain demographic information as well as a more in-depth description of what these consumers need and what you care about. Buyer personas will help drive strategy for your digital marketing campaigns.

Ready to create buyer personas for your business? Download our Buyer Persona Workbook.

How to Reach Your Audience

After you’ve worked to identify the target audience, what your biggest challenges are, and what value you can provide them, it’s time to learn more about where they are and how to reach them. Here are a few ways to engage your audience.

3. Utilize search engine optimization (SEO).

SEO is a must-have for any business that wants to compete in the digital marketplace. By producing content that emphasizes keywords, phrases, and topics relevant to your industry, you can work to rank higher in organic search results, making it easier for your target market to find your business.

Want to know more about SEO? Download our Quick Overview Guide

4. Be active on social media.

Social media is an excellent platform for reaching local and global audiences. With sophisticated targeting features on social media platforms like Facebook, you can ensure your content is seen by your target audience.

Want to know more about social media marketing? Download our Social Landscape for Local Businesses eBook.

5. Reach more customers on mobile. 

More and more consumers are engaging with and searching for brands on their mobile devices. Not only is it vital for you to have a mobile-friendly website, but these companies can also take advantage of mobile marketing opportunities that use geo-targeting and other features to reach mobile customers.

We can help!

Are you ready to discover your target audience and connect with them in innovative, engaging ways? We’ve got the insight, strategy, and tactics you need to reach them in meaningful ways. Download our Digital Trends whitepaper to learn more about inspiring consumers to take action. You can also contact us online or call 888.573.4773.

  Filed under: SEO, Social Marketing
  Comments: None


Be Found! Local SEO and How Your Business Can Compete with Big Brands

By Lyn Mcgee,

A young man in his office looking at his cell phone.

Whether you run a local plumbing company or own a small florist shop, all local businesses can benefit from using local SEO to reach customers all along their consideration path when seeking products and services. At any given time, there is only a small percentage of your total target audience that is in the market for your goods and services – this is called the “thin market principle.” If you fail to meet the needs and expectations of customers who happen to be in the market, you are at a loss until they return, and this is an unfortunate position to be in, as it allows for your competition to take hold.

Local search marketing is a cost effective and efficient way to have a continuous connection to your customers, whether they are in the market or not. It helps you appear in relevant local search results and bolsters any investment you make in search, so potential customers can find you when they need you most.

What is Local SEO Marketing?

You may have heard of search engine optimization (SEO), but how does this digital marketing strategy differ from local SEO? Local search marketing aims to provide relevant results on the search engines based on the user’s current location. For instance, if you were to type in “best HVAC” into Google, you would find a list of HVAC firms close to your physical location. These localized search results allow the search engines to provide more relevant results for users who are looking for products or services locally.

Rather than marketing to everyone, local SEO helps you narrow your focus to those who are in the area and interested in the products or services they offer. There are many steps to create the optimal local SEO presence, but the first one never changes: claim your Google Places for Business page and make sure it is updated with all of your contact information, address, hours, and other details your customers would need to know. By providing category information about your business, you can help Google better understand what your business offers. This makes it easier for the search engine to place you on the results page for relevant searches from customers in your area.

How Local Search Marketing Can Benefit Your Business

One of the greatest benefits of local SEO marketing is that it allows you to optimize your marketing budget. No business has infinite resources, and that challenge is multiplied for local businesses who must work strategically to make the most of their marketing dollars. Using local SEO to zero in on the customers that are most likely to make a purchase allows you to remain competitive with larger companies in the area, despite the budget differences.

With local SEO, you can also attract and connect with more mobile consumers, which is important as the number of smartphone and mobile device users continues to increase each year and customers are always connected. Mobile searchers often use their smart device to look for stores and service providers in the moment. By building up your local SEO, you can make sure that your local business appears in their search results when they search on-the-go for the products or services your brand offers.

Overall, local SEO can be a game-changer for small local businesses. Not only does it help to increase your customer reach, but it also ensures that you target relevant leads. In the digital marketplace, local SEO is no longer just an option; it is a must for those who want to reach more customers and grow their business. Connect with us if you are interested in learning more about how SEO can make an impact on your business or if you would like to take your SEO to the next level with PPC.

  Filed under: SEO
  Comments: None


Next Generation SEO – Content Power

By admin,

A young woman teaching others about SEO. The woman is standing infront of a white board with SEO and other graphics covering it.

This is the second in a series of blogs on the next generation of search engine optimization. To read the first post in the series click here.

Beyond keywords.

Audiences crave content, and search has evolved to reflect this demand and priority. Google’s search engine, which handles a whopping two-thirds [1] of all internet searches, previously located and ranked sites based on keywords and inbound link counts. It now weighs expertise, authority and trustworthiness of content as well. [2] Google and other providers will continue to move in this direction to ensure their searches deliver the most accurate, relevant and useful results possible.

This means old SEO tricks like overstuffing a website with keywords and or buying inbound links don’t work anymore. While keywords and inbound links still count, there’s no doubt that having quality content on your site is an ideal way to reach the top of the search results.

The search engine experts agree.

Search engine experts have seen this coming for years. Consider this 2010 statement from Google:

“Creating compelling and useful content will likely influence your website ranking more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email forums, or other means. Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.” [3]

Microsoft’s Bing is the world’s second-most popular search engine. [4] What tops Bing Principal Group Program Manager Rajesh Srivastava’s advice for achieving optimum rank for your site?

“Develop great original content (including well-implemented keywords) directed toward your intended audience.” [5]

Content + SEO = Continuous Growth

Imagine two retailers in the cookware business. Both list and sell products on their websites. But one site also features free content, including recipes, cooking blogs, how-to videos, menu planning, a wine and beer guide and a wedding and gift registry. Which site do you think will draw more traffic? Engage customers longer? Generate more social media word-of-mouth? Drive more sharing? Rank higher in search results? Sell more product?

Clearly, the website offering consumer-pleasing content has the edge. What’s more, once this site ranks high in search engine results, it will be found by more and more consumers, who will generate more social media sharing, which will further boost the site’s search rankings. That’s the power of content and context in the new era of search engine optimization.

Be the source they seek.

Creating engaging content is the cornerstone of content marketing, also known as “in-bound marketing.” In-bound marketing attracts consumers and draws them in throughout every step of the buying journey. This differs from “out-bound” marketing, including traditional advertising, which typically reaches out to grab a consumer’s attention in the final stages of the buying journey.

Of course, creating engaging content and using it to power SEO takes planning, time and resources. Like any other form of marketing, it’s a serious investment in the future of your business.

Looking for SEO Content Expertise?

If you’d like help creating content for your business, or want to learn more how next generation SEO, contact us online or call 888.573.4773.

Sources

1. Editorial Staff, July, 2016, “Top 15 Most Popular Search Engines,” eBizMBA.com, eBizMBA Inc.

2. “How Google Works: A Google Engineer’s Story,” Paul Haahr, SMX West 2016, March, 2016, San Jose, CA

3. Editorial Staff, 2010, “Google Search Engine Optimization Starter Guide,” Google, Inc.

4. Editorial Staff, July, 2016, “Top 15 Most Popular Search Engines,” eBizMBA.com, eBizMBA Inc.

5. Rajesh Srivastava, September 3, 2009, “Search Engine Optimization for Bing,” blogs.bing.com

  Filed under: SEO, TN Media Blog
  Comments: None


Next Generation Search Engine Optimization

By admin,

A notebook with SEO written in the center and other graphics that help explain it surrounding it, laying on a desk.

Search Engine Optimization, or SEO, is more important to your business than ever before. This may come as a surprise, since SEO no longer grabs the kind of hot-topic headlines it did a few years ago. But like the internet itself, search engine technology has evolved at a remarkable rate.

Advances in SEO have been fueled in no small party by the pervasiveness of mobile technology and the always-on nature of today’s consumers. Search is oftentimes the first destination when researching a new product or solving an unexpected issue or finding more information to inform a purchase decision.

These factors combine to make the key benefit of SEO—the ability of potential customers to find and engage with your business quickly and easily on the web—absolutely essential. To get started, it’s important to know a little about where search has been … and why those tactics are no longer effective.

Once Upon a Time, Keywords were King

SEO covers a variety of techniques that can be used to make your business rank high in online search results on popular search engines like Google. Initial SEO models focused on a simple, if ambitious, goal: make your website rank #1 in search results by using specific keywords. This made sense, since search engines relied heavily on finding specific keywords and search engine results pages (or SERPs) displayed results as bare-bones lists of links. However, the focus on keywords meant some or many of a search’s results could be frustratingly irrelevant. Over time, other drawbacks of heavily keyword-oriented search and SEO became apparent.

Classic Search, Common Problems

Soon, businesses began overstuffing their sites with keywords, even though doing so lowered the quality of the content. Consumers were likely to visit multiple sites based on exact match queries, learning as much or more about the completion as they did your business. And because business’s reputation wasn’t considered part of the SEO process, consumers who discovered a business through search were likely to encounter negative information posted by angry individuals or unscrupulous competitors.

Other complications included conflicting online information regarding things as simple as a company’s location, business hours or phone number. Not surprisingly, consumers who searched for information online still relied upon friends and family members for recommendations on products, services and the best places to buy.

The Second Search Revolution

Eventually, Google, Bing, Yahoo! and other (minor) search providers began cracking down on SEO practices, like keyword stuffing, that were skewing results. Meanwhile, the ongoing refinement of search engine technology eliminated others. For instance, Google search’s indexing of the web previously focused on keywords and link counts. It now analyzes websites and web pages for relevance, and ranks expertise, authority and trustworthiness as well. [1]

This means a search you initiate today will deliver results that are far more heavily based on content and context than in the past. These results will more accurately reflect the actual intent of your search, and you are apt to be more pleased with them.

This advanced, content-and-context-driven approach to search is yet another reason why content is king. It also means that a fundamental step in the customer buying journey has changed forever. We’ll explore these changes and ways your company can benefit from them in more detail in the next post.

Need Guidance Navigating SEO?

Interested in learning more about putting the new approach to search engine optimization and the many benefits it offers your business? We’d love to talk to you about SEO and other tools to grow your company. For more information, contact us online or call 888.573.4773.

Source

1. “How Google Works: A Google Engineer’s Story,” Paul Haahr, SMX West 2016, March, 2016, San Jose, CA

  Filed under: SEO, TN Media Blog
  Comments: None