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What is PPC?

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Pay-Per-Click, more commonly simplified to PPC, is the act of paying for ads to appear on search engines. Typically, these ads are found in the first few positions of a search page, or the last few, depending on how much money you’re willing to spend for the spots. PPC is starting to gain traction in the world of digital marketing, and for excellent reasons. While PPC is not the only component of online marketing, it is a great place to start to grow your business.

What is PPC?

What are the benefits of PPC?

There are several benefits to paid advertising on the digital front. First and foremost, it takes much less time than organic search rankings. If you are starting a new business, like an interior design firm, there is already quite a bit of competition out there. Just because there is well-established company that does exactly what you do, doesn’t mean that you can’t compete with them. For instance, if I search for “Denver’s best interior designer”, before I see businesses organically, I see ads. That is the perfect place for you to put your starting business! The more potential customers you can get yourself in front of, the more potential conversions.

Another benefit to PPC is that you get to be in control of your spending. Google in particular has an incredible system for paid advertising, called Google AdWords. Without boring you with the details, AdWords is the system you use to create your ads. With systems like Google AdWords, you get to choose when your ad runs throughout the day/week, how long it runs, where it runs in the world, and how much you are willing to pay per day. That is an incredible amount of control! If I own a liquor store, for example, I probably wouldn’t want to waste paid advertising between 3am and noon, and would want my ads to run more regularly on weekends. No longer are the days of wasting money on days or times or locations that doesn’t benefit your business.

What are the risks of PPC?

Like most anything, there are risks to using online paid advertising, in particular PPC. The most dangerous part about taking care of your own PPC without the help of a marketing team is that you can get in over your head. If you already have a lot of business acumen on your plate, such as hiring employees, managing product and inventory, catering to customer needs, etc., adding something like pay-per-click could be that last task that overwhelms you. PPC is not something you put on the backburner or forget about; it has to be monitored every day with diligence. If you choose to put this type of digital marketing on the bottom of your list, you may find yourself spending way more money than you had intended without seeing much growth or success. The market for PPC is changing daily, and your ad tactics needs to reflect that. In most cases, I advise hiring a digital marketing firm to take care of your paid ads, so you can take care of your business.

What is PPC?

Why do big businesses use PPC?
Big businesses are already so popular, why do they need to use their marketing budget on PPC? The answer is really quite simple. Unlike new businesses, who are looking to get more online prospects, larger, more well-known businesses aren’t desperate for people to click on their website. For example, consider Pepsi as a business. When a customer is looking for a Pepsi, they don’t need to go to the business website to get their product. A consumer can simply walk into a gas station or convenience store and get themselves a Pepsi. PPC has more than one purpose. For businesses like Pepsi, the whole reason to invest in pay-per-click is to leave impressions in the minds of their consumers. If they see ads for Pepsi, whether online or on TV, their subconscious is being tapped into. Maybe right at this moment they don’t want a Pepsi, but the next time they are looking for a beverage and see Pepsi, they may find themselves reaching towards it. Impressions are an incredibly powerful way to sustain your client-base, in addition to high organic search rankings.

Pay-per-click is not the only form of paid advertising, but it one of the most popular forms for a reason. I always encourage businesses to follow the guidelines for increasing their organic search rank position, because not everyone will even click on a Google ad; however, it is a key component for new businesses and businesses who are interesting in creating lasting impressions. PPC isn’t as easy as it sounds, and there are a ton of components to it, including keywords, ad bids, budgeting…the list goes on and on. If you are up to the task, I encourage you to gain a more extensive knowledge on search engine ads to help your business grow, or partner with a marketing firm like Big Shot Now to help you get the most out of your digital media budget.

Ok, But What IS Digital Marketing?

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These days, there is so much talk about the importance of having good digital marketing, it’s no wonder that people are getting lost along the way. All too often, I’m reading articles that are well put together, informative, and completely incomprehensible to anyone without extensive knowledge of online marketing. Marketing in itself can be a hard concept to grasp outside of, “It advertises your business.” As a result, this article is focused almost entirely on the basics of what digital marketing is, so you can make sure you have a great foundation before diving into more complex areas that make up Search Engine Marketing, or SEM.

Ok, But What IS Digital Marketing?

What is Digital Marketing?

In the broadest sense, digital marketing is all the little components that help you gain visibility online to attract more potential customers. Digital marketing is a lot like billboards you see in the city, or ads you read in the local newspaper, except that is reaches many more people on a much larger scale. It used to be that people in chicken suits stood outside and waved a sign around to get more business, and to some degree, that may work. However, with so many customers looking up information on their computer, smartphone, and tablet, that isn’t enough. Thanks to our addiction to technology and the internet’s ability to capitalize on that, digital marketing is the new kid in town, and it isn’t going anywhere any time soon. The most important components of digital marketing include:

If you take the time to master these bullet points, success on the online marketing front will be much easier to maintain, sustain, and measure. If you choose against it, you are choosing to let your competitors get the upper hand.

Why do I need a great website?

Handle your website like it’s the first thing a customer sees when they walk into your business, because it is. Third party research shows that more than half of all consumers will already have committed to buying from a business before they have even left their home. That means that just by looking through your website, they have already decided whether or not they are going to be your customer! With stakes this high, no one can afford to keep an outdated, confusing, or otherwise inconvenient website as their entryway.

Ok, But What IS Digital Marketing?

It’s not just about the first impression, though, it’s about every impression. Another reason you need to have a great website is because it is better customer service. Your customers should be able to find out about your business, the products or services you offer, and how they can get a hold of you easily. By keeping a website with small font, or one that is hard to navigate through, you are putting them in an easy position to go somewhere else.

What is PPC and Google AdWords?

Paid-per-click ads, PPC, and AdWords work together on a completely different level to help Google rankings, and as a result, increase the likelihood of your business being seen. Without getting too far into the technical jargon of it, PPC and AdWords is the foundation of your search engine ads. When searching for “best dentist in Colorado”, at the very top or bottom of the page, you may see “Ads”.                 

Ok, But What IS Digital Marketing?

You can tell which businesses have invested in PPC because directly underneath the header, you can see the word “Ad”. As long as you are using Google’s best practices, AdWords can help you gain more online visibility. While it costs money, and is not necessarily sustainable, it is a great place to start! Over time, hopefully your business will transition from the top of paid ads to the top of organic positions.

What is SERP?

Acronyms are more common in the marketing world than in the medical field, or so it seems. SERP is a widely used, and very important acronym meaning “Search Engine Results Page”. Ok…well what does that mean? In the simplest terms, “SERP” is the page that pulls up when you search for anything on Google, or alike search engines. Because SERP is directly tied into organic search rank position, you want to make sure you understand how search engine results work. Organic rankings are the position in which you see businesses appear after searching for information, products, services, etc. Typically, the first page of businesses are the ones most relevant, popular, and current ones. As a result, consumers are more likely to click on the first few businesses first, and seldom ever go to the second or third page of results.

Remember, even though some ads are placed above organic search results, obtaining a high organic ranking is much more sustainable, and unlike Google AdWords, it doesn’t cost you any money (outside of marketing) to get you there! This is one of the reasons that investing in more than just PPC is so important, and so worth it.

How does social media in digital marketing affect my business?

Remember how bad it used to be for business when an upset customer would complain about their experience to their friends and family? Social media (Facebook, Twitter, LinkedIn, Google+, etc.) has essentially given a stage and a microphone to each and every one of them, so long as they have access to a computer, tablet, or phone. What if you don’t have any social media accounts? Well, while there are several businesses who choose not to engage in social media activity, that can actually hurt much more than it would if you had to suffer through a few bad reviews. There are two major reasons why not having any social media will hurt you:

Ok, But What IS Digital Marketing?

  1. People actively seek out reviews to new businesses they are thinking of trying. Without having any platform to look over reviews, your customer immediately questions the legitimacy and relevance of your business.
  2. You won’t be able to combat the bad reviews. If you don’t have a platform for others to share their experiences, that doesn’t mean they aren’t going to write a negative review; it means they are going to write a negative review elsewhere, oftentimes to a much bigger audience. By providing a place for customers to share their thoughts, you are not only helping to contain the negativity, but you are also provided an opportunity to reach out to that customer to help make things better.

Aside from the obvious reputation-related reasons for social media, it can also help you search engine rankings (remember SERP?). Google is all about ranking webpages based on trust, domain, and authority. Even though posting information on your social media accounts is no substitute for fresh content, it does help to improve your trust, domain, and authority. In general, being up-to-date and fresh as a business is always best-practice, and will help you better understand your future and current customers.

How Do I Get Started?

Now that you have a basic understanding of digital marketing and how it can affect your business, it’s time to start thinking about how it pertains to you and your company. You know what you need, now it is a matter of creating the steps to getting you there!

If you need a free webpage analysis, where we highlight your strengths and work through your opportunities, or if you’d like to start with a free consultation, contact us today!

5 TRUTHS ABOUT WEBSITE MARKETING

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Imagine you’re searching for a new Italian restaurant close to where you live. Almost out of instinct, you pull out your smartphone and search “best Italian food in Denver”. How many links do you scroll through before you click on a restaurant? One? Three? How often do you scroll to the bottom of the search page and click “Page 2”? I’m willing to bet nearly never.

The point is, in a world where you are defined by your ranking on search engines, it has never been more important to join the game of Search Engine Marketing (SEM), more commonly known as website marketing. So why aren’t all businesses utilizing it? Aside from fear of change, a lot of business owners don’t invest in SEM because they assume it will cost them time that they are already scarce on, but that’s simply not true.  In fact, through proper website marketing, business owners can spend less time generating leads and more time taking care of their client-base and growing their business.

When considering website marketing, there are 5 universal concepts that I have found to be true.

5 TRUTHS ABOUT WEBSITE MARKETING

Every Business Wants to Grow
This one sounds like a no-brainer, but a lot of businesses have trouble focusing on growth as a mindset. You could be working to sell homemade bracelets, you could be representing a client on trial, but without a growing client-base, your business won’t last. Supply and demand has become the foundation of the world and it is not enough to stay stagnant. In order to compete with other suppliers, you have to invest in the game. Whether your aim is to keep your business flow steady or immensely increase your traffic, growth is the mentality for every successful business, without exception.

Businesses Cannot Grow While Staying the Same

You’ve heard the expression, “Insanity is doing the same thing over and over but expecting a different result”.  Has this expression become trite (obsolete)? It seems to me that if I wanted to yield better business results, I would have to try something different, yet so many companies are choosing to use the same marketing strategies. For a company to actually be in a state of growth, it must constantly be in a state of change.

New ideas yield new results, and vis versa. The best way to gain perspective and inspiration is to invite other marketing ideas in. Don’t be afraid to try something new for fear of failure; failure is often a precursor to success! Even Michael Jordan was cut from his high school basketball team, later admitting, “I have missed over 9,000 shots in my career. I have lost almost 300 games…I have failed over and over and over again in my life. And that is why I succeed.” While not every idea will generate success, it will bring you one step closer to one that does.

The Market is Constantly Changing

Your business must be in a constant state of change because the market is, too. The market is essentially us, the consumers, who have ever-changing interests, fears, and expectations. It used to be that when we were searching for things, we would find a product, go to a store, and buy it. It’s not that easy now. There is a whole new component that needs to be accounted for, particularly in the marketing world. Now, we find a product, research the business, contemplate reviews from several different sources, and we know what we want to buy before we even walk into the business. With the increasing utilization of smartphones, the market is changing yet again right before our eyes! If history shows us that the market is constantly changing, we have no choice but to be fluid in response. We can’t predict what the future holds for vital marketing platforms, but at least we know the critical components for today.

SEM Takes Time

In a generation of people where instant gratification is almost an addiction, time is never on our side. Now more than ever, there needs to be more than 24 hours in a day. By the time I get home from work, I have just over four hours to work out (ha!), take my dog out, get dinner ready, and sink into Netflix before it’s time for bed. SEM is not just another thing to squeeze in on the last four hours of your day.

SEM takes careful planning, persistence, and composure. Time is especially out of our hands in digital marketing, where search engines control the presence of websites, and it takes time to become an authority in the online world. Even with the best content in the world, you can’t be ranked on Google without the time it takes to sustain new content and positive reviews. Search engines like Google are also changing their criteria for ranking often, so it cannot be understated that marketing is an ongoing affair. Yes, there will be ups and downs when building and sustaining your business to comply with the digital world, but it’s important you keep a positive attitude. SEM is a lot like investing in stocks.

5 TRUTHS ABOUT WEBSITE MARKETINGSEM is Absolutely Critical to Success and Growth

Website marketing is a pillar of business success and growth, that is the reality. Ads on sites like Facebook are the new billboards, and they get in front of us each and every time we open up our web browsers. These ads reach more people than could ever be possible via newspaper ads or commercials. In turn, they generate more leads for more businesses, and so a new form of marketing has emerged. Business owners have an obligation to their business to take advantage of this. In fact, by not advertising online for yourself, you are essentially advertising for your competitor.

A lot of us feel like our world is changing faster than we can adapt to it. That may even be true. But by utilizing what we know about the way marketing works now, and how it is transitioning, we can take the bull by the horns. Something that feels so unfamiliar now will be a tool to help businesses grow, if we allow it.

What do you think? Are we getting too reliant on social media and websites, or is this a step towards a promising future?

Take Charge of Your Local SEO

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Many business owners work tirelessly to find success in their business. They wake up early, they go to bed late, they skip meals…but do they also skip out on important steps? With a schedule packed to the brim, it’s too easy to let important tasks get pushed back or forgotten altogether without even realizing it. When it comes to ongoing investments like digital marketing and local SEO, you must always have your head in the game. You may think you have complete control over your digital marketing, but do you, really? Ask yourself, do you know how you are perceived in the community? How about the way your competition is perceived? Is your business information easy to find?

Take Charge of Your Local SEO

Local SEO can be an overwhelming feat if you don’t know how to tackle it. When in doubt, it’s best to follow the “four r’s” of online marketing to take charge of your business’s success.

Research your business. So, you know what your short term and long term goals for your business are, but have you broken that down even further? When it comes to digital marketing, how do you measure your successes?  Research is an important component in so many fields, from writing a report or buying shoes, to knowing your market and adjusting your campaigns accordingly. One of the first steps in taking over your local SEO is researching all the aspects of your business so you can better measure your success. How?

  • Target the right keywords. Whatever the nature of your business is, you must ensure you are visible to your audience. If you were looking for your product or service, what would you search for? For example, Amanda runs a company that sells Denver Broncos fan gear. While she targets keywords such as “Denver Broncos”, she should also consider keywords such as “Denver Football” or “Football Gear” or “Broncos Jerseys”. By using a wider range of relevant keywords, Amanda’s business can reach a wider range of relevant customers.
  • Consistently check the results of those keywords. Some keywords initially seem like a great idea, but over time, your results may not agree. It’s not enough to brainstorm some great search terms and leave them alone; it’s almost more important to track which keywords are yielding results, and which ones might be costing you money. If you are constantly on the forefront of your keywords, you can make better business decisions about how to run your marketing.
  • Understand your client-base. Do you know who your potential customers are? Where do most of them live? What demographic? Part of researching your business is researching those who will keep it going. If you know that your potential customers will likely live in Colorado, are you going to put out ads in Maine? If you’re in the business of selling chocolates (yum!), would you place your ad on a site showing you how to clean your ceiling fan? Of course not! The better you understand your client, the better you can satisfy their needs.
  • Look for new trends. A great businessperson will always be thinking of their next step, without losing sight of the one that they are on. They are surveying the market and anticipating how their product or service can fit in with this rising trend. I encourage every business owner to keep this in mind when they are conducting research on their market. In order to be successful when it comes to local SEO, you can’t be right on the tails of your competitors. By keeping your eyes open to new opportunities for your company, you can be one of the first to take advantage and lead the pack.

Review your reputation. Your reputation is all you have. In fact, it used to be that it took many good deeds to conjure up a good reputation, and only one bad one to tarnish it. Thank goodness the world is a little more forgiving now, but not without more work. If you really want to take charge of your local online marketing, you have to take charge of your reviews, both good and bad. What does taking charge of your review mean? Basically, you need to be in the center of everything that is being said about your business. Whether someone is raving about your fantastic food, or tearing apart every fiber of your staff member’s being, you need to be ready to respond.

It may seem like you only need to rectify the reviewers who had the worst experience because those reviews are the ones that ruin reputations so quickly. However, it is also important to thank those who took the time to write a positive review in the first place, as we all know how rare that is.

Social media and review forums have helped bridge the gap between business and consumer. Thanks to digital media, business owners can finally regulate their online status and in some cases, fix a problem before it really begins. Reviewing your reputation is a key part in taking ownership of your SEO.

But wait. There are so many review sites out there, how can you manage them all? Luckily, there are several tools out there, such as Via Omni, that help you manage your online reputation by merging the major review forums together and giving you notifications of reviews in real time. There is virtually no excuse not to grab the reins on this.

Review your reputation

Repeat your information on every listing. Consistency on the web is a critical step in setting your business up for success. You might find this hard to believe, but on nearly every business that I analyze, I see inconsistent listing information on the various online directories. All too often, businesses forget to update their address or their phone number, or there is a typo, or information is just missing altogether. Not every person uses Google and Bing, and without having the proper information on all directories, you are missing out on opportunities. To reach as many potential customers as possible, you have to make it easy for them as possible, or they will find another business that does.

Regularly update your content. Think of your web presence as a living, breathing entity. Now think of fresh content as food to help your web presence thrive. Doesn’t your business have something new to offer since 2012? If not, I may have to direct you to a whole different article. Show the world what new information you have, or new services, or products, or employees! Show us that you are alive and active!

Content, though, is a dual-purpose concept. In addition to keeping current with your client-base, you also make Google happy. A happy Google is worth more than gold…sort of. Search engines like Google are constantly crawling through your website, and others like it, to determine which sites have more, better, fresher content. In Google’s eyes, great, new content means you are more of an authority within your market. Additionally, the more content you write, the more opportunities you will have to tackle new and relevant keywords. With regularly updated search terms and quality content, Google will have no choice but to validate you as a solid source. Content is king.

 

If you haven’t already, it’s time to take charge of your local SEO. Wrestling with this concept can be daunting, but not impossible. If you know your market, your client base, and your reputation, you are helping your business in more ways than online marketing can reach. Anymore, you can’t just rely on your world class service to help your business thrive; you have to fit localized marketing into your busy schedule to guarantee you aren’t missing any steps, like some of you might be missing meals.

How Social Media Stole Word of Mouth

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It wasn’t until recently that I began to understand why so many businesses (and people, for that matter) are apprehensive to trust website marketing. Over a dinner party, I found myself arguing with my friends about the necessity of digital marketing, meanwhile, they were clinging on to the belief that word of mouth is the most powerful way for a business to thrive, above online marketing and webpage design.

I would agree that positive testimonials are an amazing tool for business development, but what if “word of mouth” has become “word of keyboard”? What if the next time I wanted to go to a pet groomer, I didn’t call you first and relied on the information that the internet provides for me? Where is “word of mouth” then?

What I’m getting at is this: Social Media has stolen the stage from word of mouth, and it has a louder microphone with a larger crowd.

Social Media Marketing.

Almost everyone has some kind of social media account. I can’t think of a single person off the top of my head who doesn’t have ANY social media presence, although I am not suggesting they do not exist. I’m sure your second-cousin’s roommate’s father doesn’t have a Facebook, and I am not speaking directly to them at this moment. My point is, with so many people invested in their Snapchat and Instagram accounts, they have so much information at their fingertips. Always.

So, what does social media have to do with word of mouth? Social media is a way for people from all over the world to connect with one another in real time, regardless of where they are sitting or with what device. If we all have social media, then this becomes the easiest platform to communicate with one another, and that communication is not limited; these platforms are a very effective way to gather business intel to make decisions. What better way to spread consumer awareness?

Getting a hold of friends with urgency isn’t always possible. We are also busier than ever before. Whether we are busy with our work, our family, ourselves, or any combination of the three, finding time to get everything done is near impossible. It is a rare occasion when I call or text someone and have them get back to me right away, and an even rarer occasion reversed. How do we find new businesses or products without having a friend nearby for suggestions? Surely, I don’t expect you to put your lunch on hold so I can tell you my favorite place to dine when I have the time. Ain’t nobody got time for that. So how can word of mouth be the most effective way to gain new business? It isn’t.

We still second guess the opinions of people we trust.I trust my sister on almost everything, but I cannot emphasize the word “almost” enough. When it comes to food (most things in my life come down to food, somehow), I don’t trust my beautiful vegan sister as far as I can throw her. I admit she has introduced me to some fabulous vegan restaurants, but the moment she suggests a place to eat, I immediately take out my phone and scan the reviews. I believe her when she says she had the best three bean chili at wherever, but that’s just one person’s opinion. So, I ask myself, “What does everyone else think?” Like many people, I seek validation.

This isn’t an uncommon way to react. What is the point of social media? In fact, the whole reason we read reviews is to get an idea of the experience we can expect. Thanks to social media, most of us find ourselves less surprised and more satisfied as a consumer than ever before.

Many think of reviews as their social duty. This might sound silly, but it’s true. There are all kinds of reviewers out there, from the ones who exclusively leave positive reviews, to the ones who love leaving awful reviews, to everything in between. But they all have one thing in common; every time they pull out their phone or open up their Yelp page on their desktop, they think they are doing a service to the community. What do you do about negative reviews? While it is more likely for someone to leave a bad review than a good one, with the utilization of social media, that is starting to shift a bit.

Now that social media is becoming an integral part in digital marketing and business development, companies are remembering to ask for good reviews to combat the bad ones. My dentist has got to be one of the best, but I never remember to leave him a good review. I actually appreciate when they send me a follow-up email asking for a review. It is extremely important to have that business-consumer relationship. While only a reviewer can take down their negative review, with open communication and an attempt to rectify their experience, company’s now have the chance to make a change in how they are viewed in the community.

There are almost too many businesses out there, and the truth is, we get our pick of the litter. Now that social media contains both positive and negative reviews, it’s easier to make an educated decision about what businesses we choose to trust. In theory, we still use a type of “word of mouth”, but it now falls under a digital marketing category, and it’s spread has never been wider.

If you would like more information, or for a free consultation, please call us at (720) 500-3778  or visit our contact page today!

4 Misconceptions of Website Marketing

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Website marketing, also known as Search Engine Marketing (SEM), is more misunderstood than ever before. To clarify, a lot of people see SEM and think Pay Per Click (PPC). For those of you who don’t know, website marketing is essentially a marketing strategy that takes advantage of our addiction to the web. SEM is PPC, video marketing, Search Engine Optimization, and social media. In Layman’s terms, it is a well-planned, ever-changing strategy that will fulfill our ever-changing desires, fears, and expectations in terms of consumerism. SEM is a large part in how search engines direct you to links that you want, how those links load so quickly, and how those same links can be easily accessed on your smartphones and tablets. Seems like pretty important stuff, right? So why isn’t every business investing in online marketing? Moreover, why aren’t they investing in the right online marketing?

 4 Misconceptions of Website Marketing

It doesn’t work.

This is probably the number 1 reason why businesses don’t continually invest in website marketing. It doesn’t work. Maybe they know someone who has tried SEM and it didn’t reap any benefits. Maybe they were that someone. Believe it or not, there is such a thing as poor website marketing, and there’s a good chance it actually had negative results, if any. Poor website marketing could be having a webpage that isn’t mobile-first responsive (changing websites depending on screen size and device). Poor website marketing could be having the same content since 2012. It could be lack of social media presence. The point is, there are a number of reasons why online marketing didn’t work out before, but that is no reason to give up on it.

If you take the time to find the right business strategist who specializes in website marketing, it means people doing their job, so you can do yours. And the best thing about marketing is that it is always changing! If one tactic doesn’t work, there is always another that can be put in place. Pull out your smartphone and search for the best Italian restaurant in Denver. Ask yourself, would you sooner click on the first link, or the last? Would you even click on page 2? Website marketing works.

It takes too much time.

This objection can be a bit tricky. In a lot of ways, the initial startup of SEM does take time. Sometimes it means rebuilding a website from the ground up. Sometimes it means setting up social media accounts, asking for reviews, and writing new content daily. This can take weeks to execute properly. Looking at the big picture from that angle alone, it makes sense why business owners are fearful of spending their already limited time on website marketing. Now try looking at the big picture from another angle, the long-term angle. Once you have the right team in place, it won’t take nearly as much time to upkeep. Your team can focus on making constant, smaller changes to their online marketing strategies to keep up with the customer and business needs, and you can focus on your new clientele.

When you look at it from a one month period, you’ve spent time and money to see minimal or no growth, worse case-scenario. But think of website marketing like an investment in the stock market. You cannot invest in a stock and hope to gain money in one day’s time, can you? In the long run, you will be spending less time on SEM, while still benefiting from sustainable, steady growth. Isn’t sustainable growth in your business plan?

It costs more money.

Website marketing is a perfect example of, “you’ve got to spend money to make money”. Does it cost more money than any other kind of marketing? It depends on what you invest in. Every business has different needs, and not every company needs the whole nine yards. There are plenty of start-up businesses who only need a microsite (smaller, less complicated version of a website). There are businesses who already have a spectacular website but need help with social media marketing. Every business is unique, so there is no “universal amount” companies should spend on digital marketing to succeed.

When it comes to the question of money, the bottom line is that nothing is free. Yes, SEM costs money. Yes, we’ve now also established that it takes time. But consider the benefits. Website marketing, when properly implemented, is proven to generate more leads, create happier customers, and produce greater profit. You’ll end up making more than you spend.

Not all businesses need it.

Let me explain an independent scenario where a business would not need to invest in digital marketing and social media: When a business has too many customers, with no risk of losing them to a competitor, this business may not need more marketing. I would, however, probably provide them with the business advice of hiring more employees. For every other business out there, it is absolutely critical that you have strong, unwavering web presence.  If your Facebook page is barren or non-existence, I don’t have trust in your company. If your website isn’t compatible with my iPhone, I’m going to find one that is. It may sound a bit presumptuous, but it’s true. Consumers will spend time researching a business, reading reviews, making a decision to purchase a service or product before they’ve even left their house. Can you really afford to lose all those customers? Remember, if you aren’t marketing for your business, you are essentially marketing for your competitor.

 

Changes are happening right before our eyes when it comes to the digital world. Even now, we are still adapting to the transition of smartphone utilization. Over 50% of consumers are looking for services and products on their phone or tablet over a computer. It’s not enough to stay stagnant in marketing. While there are several misconceptions when it comes to website marketing, they are exactly that: misconceptions. The truth is, SEM is a fantastic tool to better understand your customer’s needs, and speak to them on a more personal level. Online marketing is an answer to questions we didn’t even know to ask before, and businesses are thriving as a result.

If you would like more information, or for a free consultation, please call us at (720) 500-3778  or visit our contact page today!

Is Your SEO Up To Date With The New Technology

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Depositphotos_5989174_lHow long has it been you set up or updated the SEO on your website? If you can’t even recall, it’s been too long. In this day and age, your digital marketing and SEO must be changing as frequently as the newest, coolest pieces of technology. Even if you updated your SEO last year, it is already time to go through and make adjustments to your marketing. 

Let’s talk about the two of the hottest pieces of new technology on the market today. I’m sure you’ve heard of the Google Home or Amazon Echo. They are both essentially voice-activated home assistants, working off voice commands to answer questions and set your calendar. They can even search for places and products on the internet! Google Home and Amazon Echo are just short of being human. Your digital marketing needs to be set up properly to stay relevant as newer technologies gain popularity. Is your information set up in a way that technology, such as Google Home and Amazon Echo, can find your information fast and easy? If I’m ordering flowers for my sister, will your flower shop be the “Google Home chosen one”? You don’t want your company to be lost to time. 

One aspect of SEO or digital marketing will not be enough to help you in the long run. Sure, it could assist you in jumping your website’s rankings fast, and I’m sure you would be ecstatic about that. But that’s not the main goal. The main goal is to get your site ranked in the top positions consistently. If you don’t invest in multiple aspects of digital marketing and SEO, your high ranking will be a short-lived success. 

Step one is not as simple as it may seem. Before you can even start the basics of SEO, you need to have a true understanding of your business and your market. You might be tempted to say, “well, it’s my business, of course I know all the information I could ever need…” Unfortunately, this is seldom true. Every day, I talk with many different businesses to get a better understanding of their business and marketing needs…most of those businesses get stumped on the questions I ask. What is your #1 product or service right now? What is the highest grossing product or service you offer? What is the highest searched product or service out of the ones you offer? What demographic/geographical area do you want to target? These simple questions can stumble even some of the most seasoned business owners.

Your second step will execute the SEO basics. What are SEO basics, you ask? Title tags, meta descriptions for all pages (not just the home page), internal links, header tags, ALT tags, etc. all fall under the umbrella of the basics. Along with those other SEO basics, content is another huge component.I cannot stress enough how important content is to your digital marketing and SEO campaign. 

Your second step will be to check all the content on your website. . Content is what allows search engines to learn about your business and the products/services you offer. For example, imagine you are trying to sell a high-end facial rejuvenating mask on your website, and the only sentence you have is “This high-end facial mask is the greatest mask in the world! You will want to keep using it day after day.” The search engines have no idea what this product does and why they should pull it up when a user searches “High-end anti-wrinkle mask.” Each page on your website and/or product pages must state what the product is and have the proper keywords throughout. Then, that page can be flagged when one of those keywords is searched.

Steps one and two are just as important as steps three, four, five, six and so on. I have highlighted steps one and two in the SEO basics to help you understand how important they really are. So let me ask you again: how long has it been since you set up or updated the SEO on your website? Are you sticking with the times or are you going to become lost because of it?