Whether you’re an e-commerce retailer, restaurant owner, manufacturer, or contractor, you need marketing. It’s a surefire way to get your name out there and generate leads – helping your business to grow.

You know marketing is inevitable; the question is, how are you going to implement it? Are you going to do it yourself, hire someone, or work with an agency?

What’s The Difference?

When you choose in-house marketing, you either hire a new employee, give the responsibility to someone who already works for you, or do it yourself. Ideally, this individual’s sole responsibility will be marketing your company.

When you hire a marketing agency, you work with a team of marketing experts – this team will develop and implement marketing strategies to help you reach your company’s goals.

In-House Marketing

In-house marketing is best for anyone who wants immediate contact with their marketing support or wants to have their eyes on every project. This is achievable, whether you hire a new employee or opt for handling your company’s marketing all on your own.

It’s important to note that immediate communication doesn’t necessarily translate to fast turnaround, especially if there’s only one or two people handling the workload.

Digital Marketing Agency

For the company that wants a comprehensive marketing strategy, a digital marketing agency is the better option. Agencies have a team of specialists who handle everything from SEO and ad campaigns to social media and content development. If you’re looking for expert advice in all areas of marketing – working with an agency is an excellent way to get access to that kind of expertise.

And with the added capacity of a digital marketing agency, you’ll be able to implement a wider range of marketing strategies faster than a single or two-person in-house team could. If agility is essential to you, hiring an agency is the way to go.

Decisions, Decisions

When it comes to deciding who’s going to handle your company’s marketing, there’s no right or wrong answer. There are several factors to consider to determine which option is right for you:

• Onboarding Time
• Expertise
• Keeping Up With The Latest
• Communication
• ROI

Onboarding Time

When deciding between in-house marketing and hiring an agency, you’ll want to consider how long it’ll take to onboard and see results. The process of hiring a single employee or an agency takes time, but once that process is complete, a marketing team will be able to get to work much faster than a single marketer would. This is especially true if your single marketer is someone with little experience.

In-House Marketing Onboarding

If your plan is to hire someone new, you’ll need to advertise the position, schedule interviews, and eventually hire someone. That individual will need time to get up to speed on everything and begin implementing marketing strategies.

Usually, an in-house marketing team starts with one person – whether you’re hiring someone new or taking it on yourself. You may get the benefit of having immediate interaction with your personal marketer, but remember, one person can only do so much so fast. It takes time to implement marketing tactics and strategize each new campaign.

Marketing Agency Onboarding

The process of hiring a marketing agency takes time just like hiring an in-house marketer. However, once the initial hiring process is complete, your marketing team can get to work right away. You’ll have more manpower behind your company’s marketing efforts too, so the set up time for each new campaign is much less – which ultimately leads to quicker returns for you.

Expertise

It’s no surprise that we’re going to tell you that when it comes to investing in marketing, you want someone who knows what they’re doing. In-house and agency marketing offer different types of expertise.

In-House: One Specialist

When you hire someone as your in-house marketer, they should be totally invested in your company and your brand. This individual will have to apply their knowledge across a wide range of marketing strategies, and their expertise will only stretch so far before running into something they aren’t familiar with.

Marketing Agency: A Team of Specialists

When you hire a marketing agency, you’ll gain instant access to a team of marketing professionals with different specialties. From SEO and ad campaigns to content and social media specialists, there’s no shortage of expertise when working with a marketing team. The only thing your marketing team will have to learn is your brand, just like an in-house marketer would have to do.

And if you’re attempting to do marketing all on your own, keep in mind that you’re entering an arena filled with professionals who’ve been doing this for years. Marketing trends are always changing – real professionals will understand these trends and know how to keep up. Ask yourself if you really have the time to learn and understand the ever-changing world of digital marketing.

Speaking of trends…

Keeping Up With The Latest

When it comes to marketing, as soon as you have a strategy in place, a newer, better strategy is being used. You’ll want to make sure that whoever you hire can keep up with the latest. That way, you can ensure that your marketing support is following the industry’s best practices, keeping you ahead of the competition.

Your in-house marketing team likely consists of one, maybe two people. With such a small team handling your marketing efforts, they may not have enough time to learn the newest industry trends. Another drawback to being their only client is that, over time, creativity may begin to stall.

Your marketing team is filled with individuals who all specialize in different facets of marketing. One of those specialties is keeping up with the latest marketing trends. So you can take comfort in knowing you have a team of forward-thinking professionals behind your marketing efforts. When it comes to creativity, a marketing agency works with a broad range of clients, forcing them to break new creative ground all the time.

Communication

Communication with your marketing support plays a major role in the success of your marketing efforts. Whether in-house or agency, your marketing team needs to understand your business, your brand, your audience, and last but not least, your goals. A clear path of communication with your marketing support will ensure the right strategies are being implemented.

Communication With Your In-House Team

When you have in-house marketing support, you have direct access to your team. You may be able to get a message to your marketer quickly, but that doesn’t automatically translate to quick turnover – especially if you have a one man team.

Communication With An Agency

When working with a marketing agency, you’ll communicate with your account manager – this individual will be your main point of contact. Whenever you have a question, concern, or request, your account manager will relay this information to the team. You may have to go through another person to get to your marketing team, but once that information makes it to them, they can get to work immediately.

Return On Investment

With in-house marketing, you’ll only return what your in-house team is able to put in. If you have a one man team, it’ll take time to set up your website and ad campaigns, develop content, and keep up with SEO. So your ROI really depends on the rate and quality of their output.

With a marketing agency, the greater the capacity, the greater the results. An agency will deliver results much faster than an in-house team because they have more manpower and are more specialized. And the greater the ROI, the quicker you’ll be able to grow.

The Takeaway

Hopefully, you now have a better understanding of in-house vs agency marketing. Although in-house marketing has its benefits, agency marketing checks more boxes in terms of what will get you results. One of the major benefits of working with a marketing agency is that we scale our services to best serve your business needs.

If you’re interested in learning more about working with an agency, don’t hesitate to reach out. We’re here to answer your questions and offer you guidance.

Thanks for stopping by and happy new year!

When it comes time to design a new website, you may feel excited or even a little anxious. A new website allows you to update everything from your content and images to your entire marketing strategy – all of which can open the door to new prospects and leads.

With constant changes in web design strategies and trends, it can be hard to know where to start or who to trust. We’re going to break down our design process for you so you understand what all is involved and why.

1.) The Discovery Phase: Share, Share, Share

The initial stage of our web design process is the discovery phase. This is the stage where we get as much information as possible from the client. We want you to share everything you can about your business.

To help make sure we’re getting enough information from clients, we schedule phone call interviews. These short interviews include a series of questions pertaining to your business. We try to cover everything from when your business was established to what sets you apart from your competitors. During this interview, and all other communication, we encourage clients to share, share, share. Give us the whole gamut. The more information you provide, the easier it will be to create a website that reflects your voice, vision, and passion.

We also ask clients for their design preferences during this initial stage. We promise you, anything you share with our design team will be of great value. Your website not only needs to be engaging and functional, it needs to convey information using your brand’s voice. This will turn visitors into leads and help your business grow exponentially.

2.) Share All Images and Logo Files

A key factor to the design process is getting the proper files and information to the design team. This information includes documents, images, and other useful resources. Your current marketing materials can prove to be extremely helpful for the designers, so be sure to share any brochures, photos, logos, or flyers you may have. These materials give our design team a more in depth look into your company – helping us understand your brand and what sets you apart from the competition.

When it comes to sharing assets, particularly logos, it’s best to share anything and everything that may be useful. Logo files are a valuable asset for any business. Your logo is your face to the world, and our web designers want to put that best face forward online. In order to do this, you must provide high-quality, high-resolution logo files. This helps ensure a smooth web design process. Without these high-resolution files, all customers will see is a pixelated version of your logo or products, which may make your business appear sloppy.

To avoid this, we recommend using a .jpg, (or .jpg2000), .png, or .tif file format with a minimum size of 1200 dpi (dots per inch) x 900 dpi. The larger the dpi, the better. Designers are able to create various options from a larger file compared to a smaller one. A popular image size used is 2480 x 1152. You may be wondering, “Isn’t the logo from my Facebook page sufficient?” Unfortunately, smaller images such as thumbnails won’t provide a quality image as it is too small for designers to use. If a designer used a thumbnail photo for the main image on your website, it would appear very distorted.

Not only is quality important, but quantity is as well. Send along as many pictures of your products, building (inside and out), and employees as possible. The more you give our designers to work with, the better the end result!

If you’re unable to locate any of these assets, or currently do not have a logo, we can discuss other options. We may be able to create a web-ready version of your logo or can recommend something else.

3.) Hand Over the Reins

An important component of making the design process successful is to hand over control to the designer. Website designers have the expertise and time that you or your employees may not have.  Plus, when you hire a professional, your website will be modern as well as functional. If you’re nervous about relinquishing control, know the final say lands with you. Good designers will welcome any feedback after the initial draft has been viewed.

Once the above documents and images are obtained, our web designers are able to begin the creating process. Copywriters are able to produce the content (or wording) for your website, informing your audience of the unique products and services you offer. The content they create also utilizes keywords that are strategically placed throughout the website’s wording.

Keywords are specific words that act as the key to a cipher or code. In terms of SEO, they’re the words and phrases that searchers enter into search engines, also called “search queries.” As a business owner, you want the keywords on your page to be relevant to what people are searching for so they have a better chance of finding your content among the results.

Our web designers and graphic designers then add this content to the website. Your images are also placed into the design, along with making visual modifications such as colors and fonts to match your logo. Once our creative team has a working rough draft of the website in place, you will be able to review it. The process from creation to completion varies but can take anywhere from a few weeks to a few months depending on your company’s needs.

4.) Provide Feedback and Finalize

Last but not least, we encourage clients to provide us with feedback. Remember, this website is a reflection of your business. Our creative team always does their best to bring a client’s vision to life. However, minimal feedback may result in a website that doesn’t truly reflect your business the way you’d like it to. When it comes to the web development process, we’re your partner. We want to work with you to create a website you’re truly proud of. So again, provide feedback! At this point in the web development process, final touches and last minute changes are relatively easy to make. Once you like what you see, it’s time to finalize everything and get your new website live!

If you’re interested in learning more, we recommend scheduling a no-cost, no-obligation analysis meeting with one of our consultants. During this meeting, you’ll learn how your current website is performing and what areas need to be improved. This information is free to you, so why not take advantage of it?

We look forward to connecting with you soon!

We understand that when you hear the words ‘no-cost’ or ‘no-obligation’ you may think ‘what’s the catch?’. In our case, the catch is that there really is no catch. We know that’s hard to believe. So, why do we offer this analysis meeting with no strings attached?

We know online marketing is fickle, and not everyone understands what it truly takes to successfully grow your business online. You may think your website is on page one of search results or that your information is consistent across every platform. But what if your efforts aren’t paying off like you think they are? The internet changes quickly; have you changed with it?

A pressured sale is always resisted – which is why we never take this approach during an analysis meeting. Instead, we aim to have an informative, pleasant, and transparent conversation with you and provide you with information that nobody else will.

You may be wondering, what exactly does this analysis meeting consist of?

It’s pretty simple, actually. Here’s what we do:

• Discuss your current online marketing strategies.
• Go over three separate reports that were prepared prior to your appointment.
• Answer your questions and provide you with feedback.

If you wish, you can keep a copy of these reports. This information is yours to keep. Our only hope is that you’ll take action if action is needed, whether you work with us or not.

What does each report consist of?

Each report is designed to analyze specific information – your website, SEO, current online exposure, etc. Here’s a breakdown of each report:

• Analysis Report: Overview of keyword searches pertaining to your business and how often you show up with each search in your local area.
• Listings Scan: Outlines how accurate your business information is listed across 100+ directories.
• Website Audit: Summary of your website’s current SEO factors, how these factors perform, and how well you rank on search engines.

We can say with total confidence that people are searching online for what you have to offer. Wouldn’t you want to know if your business is showing up? Don’t you want to see how you stack up against your competitors? That’s what we’ll show you. With no strings attached. Just honest-to-goodness factual information for you to do with whatever you’d like.

Should you decide you’d like to learn more and continue the conversation, we’ll be there. We’re in this business to help people – to show business owners they have someone they can trust. And in the dynamic world of digital marketing, finding someone you can trust is invaluable. There’s nothing like watching a business soar – and we have the tools and resources to get you there.

So, why do we offer this digital marketing analysis with no strings attached?

Because we’re on your side. We want you to be successful and we want you to feel confident. This analysis meeting will either reassure you that you’re doing everything right or open your eyes to what more can be done. As a company built on transparency and honesty, we couldn’t imagine starting our relationship with you any other way.

Set your fears aside. Take a chance.

If you’re interested in learning more or would like to set up a digital marketing analysis, you can start the process here. All we need from you is your business name, address, and contact information.

If you’re not quite ready to meet with a marketing consultant but find your curiosity is getting the best of you, click here. You can run your very own listings scan – just like the one we’d prepare for you. This way, you can get a glimpse of the type of information we would discuss.

This report will outline how your business information is listed across 100+ directories. It’ll look at everything from your address and phone number, right down to how your business name is listed. For example, if you have Co. at the end of your name, but it’s spelled out as Company on some directories, Google will recognize this as an inconsistency. It’s the little things like this that work against you, and you may not even realize it. And if you find that you’re having a hard time making sense of this report, no worries! That’s what we’re here for – to bring clarity and hope to local business owners just like you.

We’re ready when you are. Contact us today.

When Covid-19 struck, no industry was left unscathed. Yet, any crisis can be a golden opportunity for innovation, if responded to with reflection, planning, and initiative.

Small business owners may feel like they don’t have the answers. We understand. Working with such a diverse client base has allowed us to see what is and isn’t working when it comes to business recovery. With our no-cost, no-obligation analysis, we’re able to not only analyze your current state online, but also how you stack up against your competitors. We offer a variety of strategies to emulate what’s working within your industry. WebLocal is here to help you navigate these trying times.

A majority of companies are turning to digital marketing. According to Forbes magazine, it could even be the deciding factor in whether or not a business survives, and for industries that aren’t digital-native, that challenge is even greater. Professional guidance and implementation of online marketing strategies will give you the best chance at getting the ROI you’ll need.

Let’s take a look at 5 online marketing strategies that will help businesses combat the shutdown.

1. Improving Your Online Presence

Improving your online presence has been our driving message from the beginning. This isn’t exactly a new idea – what’s new is the position many businesses are now in. Businesses that can successfully adapt and improve their online presence at a time like this will be steps ahead of their competitors.

The world is experiencing a new way of conducting business. With increasing barriers to in-person interaction, people are turning to the internet more than ever. Communicating through your website, social media, and other online tools is critical during this time.

Change is difficult for everyone, however, adapting really isn’t an option right now – it’s a necessity. Here are some questions you may want to consider:

• Is our website up to date?
• Is it user-friendly?
• Is it secure?
• Have we been active on social media?
• Have we updated our hours on our website, Google Business listing, or other directories?

Look across all online platforms and ask yourself, “is this the best, most accurate representation of my business?” If the answer is no, it’s time to re-evaluate and make some adjustments.

During the Covid-19 shutdown, you want people to know how you’re conducting business as well as your long-term plan.

We don’t know how long the affects of this shutdown will last. People want to know if you’re open, or if you’re offering delivery or curbside pick-up. Your website might be the first place they check. A secure, up-to-date website can make the difference right now. It’ll show your customers how much you care by making sure their questions are answered.

2. Increasing Your Online Exposure

You might be happy with your online presence – your website is up-to-date and user-friendly, you’re active on your Facebook page, etc. Unfortunately, the time and money you’ve invested in creating that image is wasted if you’re not getting seen.

If you’ve been updating your website in regard to Covid-19 but it’s not on page one of search results, your message may not be getting seen like you think it is. Now, more than ever, you need people to find you. This might be the only way an existing or potential customer finds out you’re still open for business.

How confident are you in the following?

• Is your business showing up in front of potential customers?
• Do you know how your potential customers are seeking out your products or services?
• Where are your potential customers going to find what they need?
• Do you know what your competitors are doing online?
• What is the current demand for your products or services?

If you’re not completely confident or satisfied with the answers above – we can provide clarity. Our no-cost analysis is designed to provide businesses with this information. We can tell you exactly what people are searching for and where you’re showing up. We can also tell you how your competitors are performing. Understanding what other businesses are doing will give you an edge on your competition. Take advantage of all the available real estate online and increase your online exposure.

3. Remote Communication – Rethinking Communication Channels With Customers

Remote communication has been around for awhile – some businesses use it, some don’t. However, right now, it may be crucial.

This style of communication comes in several forms:

• Email
• Website chat functions
• Video conferencing
• Social media

If you’ve already been using one of these methods, it’s time to step it up a notch or two!

For most of us, in-person business has been practically eliminated. Remote communication is becoming the primary form of communication for businesses and their customers.

We’ve implemented website chat functions and email notifications for our clients before, but not everyone found it necessary. Now, it’s essential. It’s a way of streamlining communication with your customers. As soon as someone emails you or starts a chat through your website, you’ll be notified instantly. We thought people were inpatient before – it’s a whole different ball game now. That’s why it’s important to provide quick and easy communication options for your customers.

If you were to miss a phone call from a customer, you wouldn’t wait a few days to respond. The same applies to remote communication. If they reach out and don’t get a response, don’t expect them to still be there days later. Your online etiquette should be synonymous with your phone etiquette.

Tips to remember for remote communication:

• If you aren’t doing it, start now!
• Do it more.
• Respond quickly, like immediately.
• Utilize different platforms.

Rethinking communication channels with customers is just another way of adapting during a time like this. It may seem intimidating, but that’s what we’re here for!

4. Selling Online

Covid-19 has forced many businesses into online sales one way or another. Maybe you’re trying to figure out what you should do – is it time to start selling online where you didn’t before? Would it be easier to process transactions online for your product or service? After all, both of these things don’t require face-to-face interaction. And without the option of selling online, you may not be able to sell at all.

Some businesses have rapidly adjusted to making online sales where others are still trying to figure it out. Those who’ve successfully integrated online sales into their new way of conducting business are making sales. Whereas those who have not are losing business.

There are different ways of catering to consumer demands during the Covid-19 shutdown.

• Implementing an online store on your website where orders, payments, and delivery can be processed.
• Processing orders online for items only available for curbside pick-up.
• Implementing payment processing on your website and nothing more.
• Facebook marketplace – with targeted ads, you can get your products in front of a large audience this way.

Additionally, if you currently have a POS system that isn’t fully integrated with your website, now is the time to make that change. That way, you can keep everything streamlined so you don’t skip a beat.

All the different ways of selling online can be easily implemented. And when you hire a professional to do this for you, security and functionality aren’t concerns.

You don’t have to figure it out alone – we’re here to help. A no-cost analysis can tell us what businesses in your own industry are doing and what is and isn’t working. This puts you in a powerful position to make decisions that’ll set you apart from the rest.

5. Boosting Your Online Advertising Budget

We’ve come full circle. The first strategies we discussed, improving your online presence and exposure, are hard to do without boosting your online advertising budget.

With a sudden halt to in-person business and a lack of commuting, now isn’t exactly the time to invest in offline marketing, like a billboard or newspaper ad.

It’s time to put that billboard online.

Covid-19 has changed our lifestyles. More and more people are finding themselves with extra time on their hands. With this extra time, people are flocking to the internet. Whether they’re looking for updates from local businesses, online shopping, or perusing social media, they’re spending more time online. And it makes sense to advertise where the people are.

Why is now the time to boost your online advertising budget?

Because people are looking for certainty in an uncertain time. They want to know which businesses are open and how they’re handling this situation. They want to feel confident that when they need your product or service, you’ll still be able to provide it to them.

You may be wondering why you should hire experts to help with your online advertising. Well, because right now, you want to get the most you possibly can out of your advertising efforts. We understand you may feel like it’s going to cost you a lot to hire professionals, but it’ll cost you more if something goes amiss in your own efforts.

Some advantages of boosting your online advertising budget:

• Get in front of more potential customers.
• Create awareness.
• Create new buzz.
• Educate customers.
• GENERATE MORE SALES!

You want to make sure you’re getting in front of the right people and you’re getting your message across. We can make that happen. If you’re not sure that boosting your online advertising right now is right for you, we invite you to contact us to learn more.

We understand how challenging this time is, and we’re here to provide you with the answers you’re looking for. You can trust that we have your best interest at heart. After all, our success depends on your success.

Click here to request a no-cost, no-obligation online analysis and consultation of your business!

It’s 2020, and time to take a fresh look at SEO. While most tried-and-true strategies continue to be effective, search engines are always evolving, and keeping up on the trends will keep you up on the competition!

What to Expect in 2020

1.) Google Emphasis on E-A-T

Google has evaluated sites based on Expertise, Authoritativeness, and Trustworthiness (E-A-T) for a long time. In fact, a whitepaper published in February of 2019 confirmed that E-A-T plays a very important role when it comes to ranking. Google wants credible pages to show up on search results. So, what makes a website credible?

According to SEOProfiler, Google defines a credible website as one that has:

• Quality website content with reliable sources of information.
• No technical errors, broken links, or spelling mistakes.
• Trustworthy website links.
• Transparency; showing you can be trusted.

2.) Visual Search on the Rise

People are starting to conduct visual searches more and more. According to Backlinko’s statistics on visual search:

• Google Lens has reached 1 billion users.
• Pinterest gets nearly 600 million visual searches per month.
• 36% of Amercians have already used visual search.

Visual search is not yet seen as an SEO game changer, but is expected to take off in 2020. We look forward to seeing what’s to come in the visual search world!

3.) Video Marketing

Video marketing is certainly seen as a tried-and-true marketing strategy. Cisco predicts that by 2021, 82% of all online traffic will be video. We won’t be surprised if that number continues to climb.

If you haven’t read our latest blog which is entirely about video marketing, here’s the list of benefits we mentioned:

1. Video marketing is like an investment. Incorporating video on landing pages can increase conversion rates by 80%.
2. Video makes a great addition to email marketing campaigns. Mentioning the word “video” in an email subject line can increase open rates by 19%. Videos can influence buying behavior and turn visitors into leads and leads into customers.
3. Video marketing encourages social shares. In fact, 92% of mobile video consumers share videos.

Check out our Video Marketing blog to learn more!

4.) Voice Search Optimization

Voice search is continuing to trend in the digital marketing world. Every day, 41% of adults are talking to their phones. People love how easy it is. Knowing this means it’s smart to continue optimizing content for voice search.

Keep in mind, there’s a difference between searching for something by typing it in and asking Google a question out loud. These two demands for information require different answers that lead to the same result. Implementing SEO strategies that consider all the ways a query could be stated using voice search is key.

5.) Keyword Intent

Google is getting better at giving people the exact search results they’re looking for. Understanding the intent behind visitors’ searches can help to identify which keywords should be used. Leveraging keyword intent can drive website traffic and sales, as well as generate new leads.

High intent keyword examples:

•  Buy
•  Visit
•  Purchase
•  Deal
•  Discount
•  Coupon
•  Free Shipping
•  Affordable
•  Best
•  New
•  Brand names

Keyword use depends on the nature of a business, but these are great examples of words we’ve all likely typed in a handful of times ourselves!

6.) Keeping Up with SEO Best Practices

SEO best practices are changing all the time hence the trends we see come and go. Search engines have to be wary because as soon as a new practice is put in place, someone has figured a way around it. That’s why these things are always changing. Make sure you’re working with a company that understands SEO best practices and keeps up with every change.

7.) Diversify

Most marketing companies look at SEO from a website standpoint. And while website SEO is important, it’s not the only strategy to look at. There are several SEO strategies that work in conjunction with one another. When you do a Google search, we like to call this an ‘everything search’. Not only do websites appear, but so do videos, social media accounts, pictures, blogs, directories and more. If all these different tools appear with a Google search, why not optimize them? This way, your business is likely to appear on several search results. Just like most marketing companies, we offer website SEO, but unlike other companies, we offer a full range of SEO services that improve your online exposure in a measurable way.

Some of these strategies have been popular for years, while others are new to the game. If you’re new to digital marketing and SEO, you might feel overwhelmed by the amount of information you find. No need to worry; that’s what we’re here for! WebLocal can answer all your questions and get you set up with a marketing and SEO plan perfectly tailored to you.

Video marketing is the use of videos to promote your business and increase engagement across digital and social channels – it allows you to reach your target audience through a different medium. Using video as a marketing tool is smart and effective, and it’s gaining momentum among marketing professionals.

Interesting Video Marketing Statistics:

• Cisco predicts that 82% of all web traffic will be video by 2022 – up from 75% in 2017.
• The largest video platform, YouTube, is the second most popular website in the world, following Google.

Furthermore, YouTube has shared some interesting statistics in the past year:

• Over 2 billion users visit YouTube each month and people watch over a billion hours of video and generate billions of views every day.
• More than 70% of YouTube watchtime comes from mobile devices.

3 Benefits of Video Marketing:

1. Video marketing is like an investment. Incorporating video on landing pages can increase conversion rates by 80%.
2. Video makes a great addition to email marketing campaigns. Mentioning the word “video” in an email subject line can increase open rates by 19%. Videos can influence buying behavior and turn visitors into leads and leads into customers.
3. Video marketing encourages social shares. In fact, 92% of mobile video consumers share videos. When you work with a professional marketing company like WebLocal, you’ll be able to collaborate with the team on your video. Together, we’ll create something that really shows what your company is all about!

Needless to say, video marketing is a tool that reaps great reward. That’s why we incorporate video marketing into each one of our clients’ plans. Consumers want to see personalized videos more than they want to see any other content (HubSpot). Videos are not only informative, but they’re entertaining, and people want to be entertained!

Are you ready to see how video marketing can change your marketing game? Contact us to learn more!

What is keyword research?

Simply put, it’s the process of determining which words and phrases people search the most and optimizing content around those terms.

Keyword research directly impacts every facet of SEO, including on-page optimization, identifying content topics, links, and promotions. Most would agree that keyword research should be the first step of any SEO campaign.

Keyword research is personal; you’ll gain a lot of insight into what people are searching for, down to the exact words they use. Keywords are like a compass pointing you in the right direction and telling you if you’re making progress or not.

So, what keywords are right for you, and how can you be sure you’ve covered them all?

You want your website to speak the same language as your potential visitors, and a website that is well-optimized will do just that. Same goes for any marketing campaign.

This WordStream post lists a few common rookie mistakes when it comes to SEO research:

1. Doing SEO keyword research once.
2. Never updating or expanding your SEO keyword list.
3. Choosing keywords that are too popular, and therefore too competitive – makes it easy to get lost in the mix.

There are several keyword research tools you can use when getting started, but here’s a list of the top 5 tools most commonly recommended by experts:

1. Google Keyword Planner
2. WordStream
3. KWFinder
4. Moz’s Keyword Explorer
5. SEMrush

Each tool may slightly vary from the next in what features are included and how in-depth their searches go. All things considered, you really can’t go wrong with any of these tools – especially if you’re just checking them out.

Finding the right keywords to optimize can be time consuming and not as clear-cut as you’d think, which is ultimately why many turn to the professionals. When you hire a company to implement SEO strategies for you, make sure they understand you, your business, and your goals, to ensure the right keywords are optimized.

Once the best keywords are found, it’s time to make them work for you! We typically see keywords included in high-attention areas on a website, like page titles, URLs, and even meta tags and image files. However, well-optimized websites are often filled with keywords in an organized and thoughtful way beyond those high-attention areas.

With keyword grouping, you can divide your keywords into small, more manageable groups of related keywords. Doing this allows you to optimize a single page which can greatly improve your ranking potential. You now have a website that is filled with keywords working for you in a smart, effective way. Plus, your website won’t look as spammy with well-thought-out keyword organization.

Another very effective strategy related to keywords is the inclusion of long tail keywords, which are search phrases with longer word counts. Due to their longer length, these search phrases are much more specific than searches with fewer words. Let’s use the word “clothing” as an example of a short keyword; its long tail counterpart might be “high end clothing for women”. As you can probably tell, the word “clothing” is very broad and doesn’t really have any obvious targets. On the other hand, someone searching for “high end clothing for women” will get much more targeted results. Long tail keywords cater to a very specific audience.

According to Neil Patel, implementing long tail keywords is how you’ll outrank the competition. Experts agree that Google ranks long tail keywords much higher than single word search terms, although implementing both is important!

The bread and butter of SEO, and often the first step in building a website, is keyword research. We encourage you to do your own research on keywords using one of the tools listed above and learn for yourself how strategizing around them can help position you in front of your competitors. By doing your own initial research, you’ll be able to see how big of a demand there is for what you offer. You want to make sure you’re looking at keywords that perform well on all search engines, not just one.

When working with a professional marketing company, you’ll have guidance in selecting the right keywords for your business. They will then help build quality content around those keywords. The next step: watch yourself rise in the rankings!

SEO and keyword research is complex and quite a big undertaking to take on yourself. That’s where we come in! If you have any questions or wonder if digital marketing is right for you, give us a call! We offer free consultations.

Text message marketing, mobile marketing, SMS marketing – no matter what you call it, it’s on the rise!

As consumers, we’re so used to being asked for our name, email address, and phone number, that we almost provide this information mindlessly.

Have you noticed more and more text messages being sent your way to inform you of an upcoming sale, or other promotional events? We’re willing to bet your answer is a yes.

Almost half of the American population checks their smartphones as soon as they wake up, usually while they’re still in bed, according to a ReportLinker survey.

As cited by Over The Top SEO, text messaging is the #1 cell phone activity with more than 80% of American adults texting. On average, a person will spend 23 hours a week texting. Plus, email has a 20% open rate, whereas text messages have a 98% open rate.

With facts such as these, it’s clear text messaging can be a powerful marketing tool. So, when you’re asked to provide your contact information, whether in person or online, don’t be surprised when the text messages start flooding in!

What are the advantages of SMS marketing?

1. With a 98% open rate, your text messages are much more likely to make it to your intended targets as opposed to email, with a low 20% open rate (Mobile Marketing Watch).

2. Tracking who opened your messages and who didn’t is made easy. Many texting platforms help you manage your campaigns right from your desktop. Companies like SendinBlue allow you to connect directly with your targets, track who opens your messages, what links they click on, create personalized messages, and much more!

3. Text message marketing results in more interaction with your targeted consumers. All they have to do is tap on the ‘reply’ button or click on your link. Consumers like easy, and text messages make it so easy for them to interact!

4. Once you press the ‘send’ button, your message goes out immediately. After setting up a campaign, you can have hundreds of clicks within the first few minutes!

5. You can create personalized messages for your target audience. Adding words like “friends” or “you” and “I” can significantly drive up engagement (Neil Patel). People like to feel special, so make them feel special!

6. SMS marketing will improve your mobile SEO. As consumers start to click on the links in your messages and get directed to your mobile website, you’ll quickly see your numbers rise!

SMS marketing is a tough one to argue against when you consider its many advantages. If you’re looking to improve your mobile marketing game, SMS might be the way to go!

If you want to try SMS marketing but don’t know where to start, try one of these platforms that offer FREE trial services:

1. Slick Text
2. ZipWhip
3. EZTexting

In conclusion, SMS marketing has evolved over the years and is growing in popularity as an SEO strategy. If you can get your intended targets to opt-in, they will never miss an offer or update from your company again! You can also pretty much guarantee that your messages won’t sit unopened or unread for days on end.

Neil Patel recommends starting with exclusive offers to generate a lot of subscribers right off the bat. He also recommends sending coupons and photos to your customers, and running polls and sweepstakes using SMS. Your options are limitless.

Remember, create personalized content too. People like to feel special!

Just like any other marketing or SEO strategy, when done right, you’ll watch your ROI grow fast!

We hope you enjoyed this little piece on SMS marketing – we enjoyed learning more and writing about the topic!

Are you going to implement SMS into your existing marketing plan?

Let’s discuss a very important aspect to on-page SEO: comprehensive, long-form content.

We know that keyword optimization can greatly enhance search traffic, but what strategy boosts return traffic and user engagement? Well, according to recent studies on the topic, the answer is in-depth, long-form content.

Traditionally, Google would examine your page’s HTML to determine how many times a keyword is used. Google would focus entirely on your page’s content, including your title tag, URL, image tag, description tag, and the HTML heading tag to check if your keyword appeared.

Google still looks at traditional on-page SEO strategies; however, Google is a lot smarter than it used to be. (Brian Dean, Backlinko)

Google no longer only measures content, the new focus is context. Google’s main job is to show users the best result. Nowadays, the best result isn’t “a piece of keyword-stuffed content”. (Brian Dean, Backlinko)

We’re now finding the best results are pages with thorough, well-written content that covers a specific topic.

This type of content gives Google users everything they need – it’s all in one place. You could think of it as one stop shopping. Dean also states his “ranking factors study found that in-depth content tends to rank best in Google”. (Brian Dean, Backlinko)

It’s generally recommended to aim for 250-300 words per page on your website. Quality will always be more important than quantity, but we’re now realizing quantity is just as important. So, instead of jamming as many keywords as possible into every sentence of your web page, consider writing some thorough content that covers one topic, and that topic only. Answer consumer questions right there on your web page so they don’t potentially seek business elsewhere. Make your website a one stop shop for customers.

Additionally, if you really want to go in-depth on topics, consider implementing guides or long-form articles and blogs on your website as these generally outrank short articles on Google. Keep in mind, long-form content generally has a word count of 1,000-2,000.

Although keyword focused content is still an important part of on-page SEO, it may not be the leading approach to gain return traffic. Keyword optimization will get you search traffic, but long-form content tends to be the way to go for return traffic, brand searches, and user engagement. (Dan Shewan, WordStream)

The keywords may get the user to your page initially, but it’s the quality of the content and the topic you are discussing that will keep the user there and bring them back again.

This Dagmar Marketing blog post effectively sums up the reasons why you should write long-form content – we’ve included those reasons here as well:

10 Reasons Why You Should Write Long-Form Content

1. You’ll be positioned as an authority on the topic of interest to your customers. People turn to the experts when they have questions about a subject. You will be the expert.
2. Recent studies have found that longer posts rank highly and are more visible online. Check out this Google Article to learn more on how Google selects in-depth content.
3. People engage more with long-form content, especially when relevant internal links are included. This type of user behavior is likely to have a positive impact on your overall rankings.
4. Long-form content tends to get more social shares.
5. Longer content generally gains more inbound links, which is a link pointing towards your page from an external domain.
6. When you cover one topic, you can aim your content towards people who are new to the subject or people who are well-versed on the topic. This way, your content is useful to many on the buyer’s journey, not just some.
7. You can reach out to influencers on the topic and ask for input, which could result in more shares.
8. If your website offers email subscriptions, you can turn this content into the basis of an email marketing campaign.
9. You can pull material from this content for social media posting.
10. Regularly publishing long-form material will help you build a community with people who like discussing the same topics as you. You’ll be a source of quality information within your industry, increasing the number of people who link to and share your posts.

Now is the time to implement high-quality, thorough content on your website. If one of the reasons listed on this post isn’t enough to get you on the long-form content bandwagon, we hope you consider doing your own research on the topic to determine if it’s right for you and your SEO strategy. We hope this post helps lead you in the right direction!

Dean, B. (2018, October 24). SEO in 2019: The Definitive Guide. Retrieved from https://backlinko.com/seo-this-year

Long-form Content in 2019: Why it’s Crucial – and How to Write Quality Posts. (n.d.). Retrieved from https://dagmarmarketing.com/guides/long-form-content-crucial-write-quality-posts/

Shewan, D. (2017, December 11). What Is Long-Form Content and Why Does It Work? Retrieved from https://www.wordstream.com/blog/ws/2014/05/05/longform-content

Trend #2 – On-Page SEO

On-page optimization continues to be a highly effective SEO strategy which is why we consider it to still be trending in 2019.

On-page SEO is the practice of optimizing an individual web page with the goal of earning more relevant traffic in search engines. On-page includes optimizing both content and HTML source codes; off-page refers to external signals such as links. On-page optimization is always changing, and it’s important to keep up with the latest strategies.

CEO and founder of WrightIMC, Tony Wright, has stated that on-page optimization continues to be important in 2019. On-page SEO tactics are still providing impressive results for companies working with Mr. Wright.

There are many types of on-page optimization strategies that can be used, but according to Alexis Sanders, a technical SEO manager for Merkle, some of the most important strategies include:

• Content that answers the most commonly asked questions
• Make sure internal searches provide relevant results
• Customer support quickly responding to inquiries related to business
• Consider using chatbots to improve communication and quick response times
• Improving the conversion process

Similar to the list above, Rand Fishkin provides an on-page optimization checklist in his article for Moz which includes:

• Descriptive, keyword-rich titles
• Meta descriptions
• Short URL
• First paragraph of each page optimized for featured snippets
• Be smart about keyword targets
• Leverage rich snippet options
• Optimize your images (keyword-rich filenames)

On-page optimization has been an essential SEO strategy for some time now and continues to be. We’re seeing new trends here and there within the realm of on-page optimization, but don’t see the actual strategy going anywhere anytime soon. In future posts, we’ll delve into different on-page tactics a bit more, to see what works and what doesn’t. For now, know that you want effective on-page SEO strategies in place to improve your page’s ranking.

Continue to stay tuned for future posts about what else is trending in the world of SEO.

References

Fishkin, R. (2019, April 22). The One-Hour Guide to SEO: Keyword Targeting & On-Page Optimization – Whiteboard Friday. Retrieved from https://moz.com/blog/one-hour-guide-to-seo-keyword-targeting-on-page-optimization

Goodwin, D. (2019, February 28). 10 Important 2019 SEO Trends You Need to Know. Retrieved from https://www.searchenginejournal.com/seo-trends/281053/#close