Contact Info: (714) 595-0963, lpapagni@marketingiw.com

The Latest Tips for SEO in 2017

Posted by Liz Papagni in Marketing Strategy | 0 comments

seo in 2017 We know, we know! It feels like the latest algorithms for SEO change on a daily basis. And now, in addition to boosting your website, you need to be found in a million different places, from your social media accounts to local directories. Don’t panic. We’ve been watching the latest in search engine optimization, so we know how to get you found. Let’s take a look at some of the things you’re facing in 2017.

Mobile Is the Internet

According to Benedict Evans, “Mobile is the internet.” There is no longer a distinction between mobile internet and desktop internet searches. In fact, 71% of internet use takes place on mobile devices. What does that mean? Well, it means if you’re not mobile friendly, you’re missing out. Google really wants you to have those sites optimized for mobile. There are some other benefits you can take advantage of, too. For instance, you probably want to be found on Google maps, too, right? When someone searches for your location, there’s a good chance they’re on the way at that exact moment to spend some money with you. If they’re already on the way to visit, they’re probably in the car, using their mobile device. If you haven’t provided options to make that experience friendly for them, they may just go somewhere else.

In-App and Social Searching

Now, keeping in mind that 71% of internet use is on mobile devices, we should probably understand how people use those devices. Did you know that 92% of mobile use takes place within an app? The app most used, by far, is Facebook. seo in 2017 If people aren’t searching on browsers on their mobile devices, then it’s a good bet they’re using apps to search. And the biggest app is Facebook. Have you optimized your social media accounts to ensure that you’re found? People are using their social accounts to seek out content, too—not just the brand itself. You have a better chance of being found if your content provides the information they’re looking for. This could include links to your website blogs or information posted directly to your social media accounts. To make the most of the search functions, use your hashtags and keywords within the captions, descriptions, and comments. If you can geotag your business, do it! You’ll see a dramatic increase in the amount of people who find your business through your social media accounts if you just let them know where you are.

Voice Search Options

Keywords are still important to finding your business, but you have to evolve with the times. People aren’t looking for “dog collar red medium” anymore. They’re asking, “Where can I find a medium red dog collar?” They’re not looking for “Thai restaurant Los Angeles good rating.” Instead, they ask Siri or Cortana, “Where’s the best Thai restaurant in Los Angeles?” It’s up to you to reinvent your search terms with the most natural sounding phrases. Maybe your company does provide exactly what someone is looking for, but if they’re asking with phrases you haven’t planned for, they might not find you. Your business deserves to be found. Do you need to update your SEO strategy? We’re always here to give you a hand, so just give us a call!  

What Is a Content Strategy (And Does My Business Need One)?

Posted by Liz Papagni in Brand Strategy, Content Marketing | 0 comments

content strategy No matter what your business is—and who your target audience is—you need content. Your content is how you continue to educate and engage buyers. How do they know what your business is all about, unless they can read your website, study your blogs, watch your videos, and engage with you on social media? Maybe you’ve gotten to this point with your business and haven’t really considered the importance of your content and its role in your overall marketing strategy. After all, you made it this far, right? Well, whether you’re just now discovering the importance of a marketing strategy or you’ve had one in place for years, it’s never a bad idea to learn new and better ways to reach your audience. Before you can get started, it’s important to really understand what a content marketing strategy is, because it’s so much more than just starting a blog.

Content Strategy: Defined

First, let’s define content. Many businesses have spent far too long considering their blog their “content.” In reality, your content is every piece of media that you create for your business—from your website pages to your blog, from your social media posts to your newsletters, and even direct mail pieces. It also includes your images, videos, infographics, press releases, articles in professional publications, podcasts, radio spots, commercials… Whew! That’s a lot of content you may not be considering. Now that we know what your content is, let’s talk about a strategy. Your strategy is when you create content with a well-planned purpose in mind in order to attain a particular goal. Your strategy could cover the course of a single day, a month, or an entire year. Now, how do we go about creating a content marketing strategy?

Creating a Content Strategy

There are several questions you need to answer. With those answers you’ll have the first steps of your content strategy created. Let’s focus on the easy stuff first:

Who Is My Target Audience?

Do you know your buyer personas inside and out? Without a full understanding of who you’re trying to reach, you won’t know how to reach them.

What Problem Am I Solving?

Knowing your buyers means knowing their pain points. Your content should be created with the sole purpose of solving those pain points.

How Am I Unique?

Your Unique Selling Proposition is what sets you apart from your competitors. Your content is how you convey that USP to your buyers.

Where Will I Post?

Now that you know your buyers, their pain points, and how you plan to stand out from the crowd, it’s time to start reaching them. Do you know where your buyers live online? Start finding out if they’re Facebookers or LinkedIn fans. Do they use Twitter? Would they prefer to get information from Snapchat or Instagram?

What Will I Post?

The type of content you post can vary according to your platform. Short and snappy for Twitter, with images designed to stop someone in their tracks and click through to your site. Facebook likes to see longer posts and, in particular, video. On your own website, you can mix things up between blogs, lists, videos, and infographics to keep things lively.

How Will I Manage This?

You have a lot on your plate now, so it’s important to determine how you can manage the content for the best results. Scheduling tools help, but it’s important to always have an eye on your content so you can see opportunities for engagement.

The Unanswered Question: Do I Need a Content Strategy

The simplest answer to this question is yes. Your buyers deserve to have access to all the information they can get their hands on before they make purchasing decisions. The only way that can happen is if you have a defined content strategy that focuses on providing that information any time a buyer needs it. Are you ready to create your content strategy? We’re always here to help, so just give us a call.

3 Ways to Make the Most of Your Video Marketing

Posted by Liz Papagni in Content Marketing | 0 comments

video marketingVideo advertising is a great way to get your buyers’ attention. Whether you release snippets of organic video on your social media accounts or spend thousands on professional video production, the important thing is, simply, that you’re marketing through video. The statistics support this, too.

So, now that you know video is the present and future of content marketing, how can you be sure to make the most of every video you release?

Keep It Relevant

If you’ve ever watched a commercial and had no clue what was being sold, then you know the pain buyers feel when they consume video that isn’t relevant to their needs. Consumers really do want more content, but it must be relevant. Confusing or generic messages will turn your buyers off. What’s worse, generic or confusing messages won’t work to help buyers remember you later. Studies show that people can retain 65% of information that’s paired with relevant images three days after consuming that content. See? Relevance is key.

Keep It Social

Facebook’s introduction of video has changed the way consumers watch. This native form of marketing means that buyers are exposed to video without needing to search for it. This also means you enjoy more organic awareness of your products and services. YouTube is still the king of online video, but Facebook gets up to 100 million hours per day in front of users. Twitter is catching up, too, with 82% of Twitter users consuming video content. YouTube is great if your buyers know what to look for, but social platforms ensure that you’re seen.

Keep it Educational

Studies show that 47% of buyers will consume three to five pieces of content before they reach out to talk about making a purchase. That includes your videos, yes, but also blogs and ebooks. Your goal should be to tell them everything they need to know about your products or services in every piece of content. How will you use video marketing this year to reach your buyers? With these tips in mind, you’re well on your way to providing a relevant, educational marketing experience that reaches consumers that don’t even know they need you yet. If we can help you provide a better brand experience through video marketing, give us a call.

Who’s the Hero in Your Brand Story?

Posted by Liz Papagni in Brand Strategy | 0 comments

brand storyStorytelling is one of the biggest marketing words of the year, just behind influencer in popularity. It’s important to craft stories that reach your buyers, and every story needs a hero. Who do you think that hero is? Is it your brand, swooping in to save the day and solve all of their pain points? There’s certainly an argument to be made for the “brand as hero” mindset. The case is even stronger for those companies with a noble edge, such as TOMS Shoes, Warby Parker, or Patagonia. These brands appeal to buyers with their promise to give back, either in a one-for-one model that provides necessities to the less fortunate, or in Patagonia’s case, with contributions to protect the environment. If you think of your brand as the hero in your brand story, then you’re not alone. But ask yourself: Who actually makes the journey?

Considering the Buyer’s Journey

If you answered the question above with “The buyer!” then you’re already starting to get it. Every buyer goes through a certain process before making the decision to purchase. Some have a longer journey than others, but they all go through the same stages.
  • Awareness
  • Consideration
  • Decision
Just like an epic novel, these “characters” must move through the phases of the journey before they get the reward: your product or service. So, what does that make your brand, if you’re not the hero in your own story?

Brand’s Role in the Brand Story

Every hero has a mentor, right? Luke Skywalker’s Yoda, Harry Potter’s Dumbledore, Bilbo and Frodo Baggins’s Gandalf…even Scout’s Atticus Finch, if you prefer to step away from the fantasy genre for a moment. What do these mentors all have in common? The mentor in these stories educates the hero. Your brand should provide the answers your buyers need to make their decisions, from the very first step of the journey until well after the decision has been made. Now that you’re aware of the buyer’s role as the hero and your brand’s role as the mentor, let’s consider the buyer’s journey again. How can your brand help them on their epic quest to solve their pain points?

Benefits of Reversing the Roles

When the buyer can see themselves as the hero in your brand story, you make an instant connection. Your job is to show them that you care more about their needs than you do about your own sales. You provide them with the content needed to move from the awareness stage to the consideration stage. And as they consider your brand as the answer to their needs, you provide them with the offers they need to make the decision, whether it’s a free trial, a one-time discount, or simply a tutorial. As you continue to mentor them through their journey, they will develop trust that eventually becomes fierce loyalty. Your brand story hero then becomes your brand advocate, and then they might just become the first-most-popular marketing word of the year: an influencer. If you’d like to discuss how we can help you tell your brand’s story, give us a call. We’d love to help you embrace your role as mentor so you can see your hero through to the decision phase of the journey every time.