Search engine marketing!
OMG so complex and most of the times, so scary!
Complex because it is always changing and so many trends and technologies involved to find a solution. Scary because the answer is always a complex solution for sure.
Thinking about your search engine marketing strategy, you can simplify and take in consideration four basic questions that are essential for developing your strategy and activities:
1. What is your website purpose?
Understand what is the purpose of your website and set goals about what you want to achieve.
Answering this question will give you focus to create a more effective strategy.
The purpose could be: selling things, generate leads or educate my audience.
2. Establish a plan for your Search Engine
Search Engine is a tool that works. It is consistent to generate leads an sales at a lower cost comparing to traditional advertising such as TV or direct mail. For a Search Engine plan, you should have focus on: SEO - search engine optimization and PPC (pay per click) advertising.
On SEO, you will be seeing on the free area on the search engine's results.
On PPC, you will be seeing on the paid area on the search engine's results.
To rank consistently on the search engine, you need to understand about the factors' combination that will works for your business. There is no easy way to get ranked high on search engine.
Same for PPC that uses well-placed bids combined with great landing pages.
3. Conduct SEO
Thinking about the changes needed to get your website high ranked, you need to understand what is the best way to achieve. Be simple is the answer, specially if you have a tide budget and a small business. Developing standards to your website and enforce it on all pages.
Here is a list of SEO standards to enforce on your website:
1. Write descriptive HTML page titles that really describe the page it is on (in 255 characters or less)
2. Write a summary sentence that really describes the page it is on (in 255 characters or less)
3. Write page content that is focused on
4. Write descriptive ALT text for all images that describes the concept the image illustrates and never use images for text
5. Build all pages to comply with current web standards observed by the World Wide Web Consortium (W3C)
When your web pages comply with the above standards should you start more advanced SEO techniques, including keyword targeting, 301 redirects, link building (getting more links to your site), RSS news feeds, blogs, and SEO-specific metrics and tracking.
4. PPC Advertising
PPC helps you get more traffic to your website from search engine.
You have to pick terms (keywords) that people search on and bid a price per click on your ad that you are willing to pay. When your ad shows up and someone click on your ad, you pay.
So for PPC take in consideration those 3 components:
1. Picking keywords to advertise on (i.e. target keywords)
2. Determining what to bid for those target keywords
3. Writing copy for the ads that show up when people search
Picking keywords is all about knowing what terms your customers, clients, etc. would use when searching for your product or service. The best keywords are that generate a lot of searches every month and focused enough on your business.
To start, keep simple and use Google Adwords Traffic Estimator recommendations and set a low daily budget limit until you are comfortable using this tool.
Writing ad copy comes down to writing a headline that people will click on, and creating compelling copy below that headline/link that will get people to click.
To create best Headlines, follow what magazine covers do: focus on getting attention through eye-catching, short phrases. Using words like best, ultimate, advice, tips and number-based lists are always a catch eye headlines. Writing effective ad copy below the title/link is really about reinforcing the term(s) search for. This means using the keywords in the ad copy, and starting the copy with an action verb.
Following some basic tips, you can create and evaluate your search engine marketing strategy, focusing on what matters most to execute your plans, and more effectively achieve your goals.
A friend send me this article about how your body language affect the way people perceive you.
The article mentioned "how women struggle with nerves" and that makes me "grrrr".
I believe everyone struggles with nerves - men and women - the difference is how women will handle and react that makes the difference.
It is proven that body language is really powerful on how people will "read" you and understand your attitude in life. So how you sit, stand and speak will say a lot about you and how confident you are and if they will or not take you seriously. So, stand tall, lift your chin, pull your should back, smile!
I have collect some ideas and advice about this and actually, makes me feel really good.
I love the pose "Wonder Woman" or "Power Pose" to boost my confidence and if you try, you will also feel the power.
Another easy one is Smiling to get people comfortable around you. A genuine smile "sells" that you are approachable and trustworthy and when you smile, almost always people smile in return (sometimes changing an emotional state and get everybody in a positive way).
A good and strong Hand Shake is a must. Touching people on their hand or arms create human bond and when you have a good hand shake, people remind you as friendly and open to connect.
Use you hands to power up your thinking - gesturing helps you with clearer thought.
Want to read more? This article is really short and nice.
And I never, never play with my hair (just with my husband when I want to) because it is just shows how insecure and fragile you are.
Rolling your shoulders to create a "block"
Avoiding eye contact shows that you are nervous or even worse, lying.
Checking the time or playing with things while listening shows that you are not pay attention.
Stroking your chin seems that you are judging the person (or during a decision process :)
Narrowing your eyes shows that you do not like the person or the subject (idea).
Here you can find another article really interesting for you.
Facebook is an excellent marketing tool specially if you own a small business.
So, that is some confusion and mistakes has been made. No worries!
We are here to help you. Check our step by step and any doubt, drop me an email :)
First step is deciding what is your goals - Facebook adverts will look differently depending on what you want to be the results of your campaign.
It could be: clicks to the website, likes, conversion, engagement, offer claims, lead generation, etc.
You can see in a different ways depending of the placement: desktop or mobile news feed, right column or Instagram (new feature!).
See below Facebook Advert Placements:
This is what you will see for Desktop News Feed - I am using my own page as an example.
This is what you will see for Mobile News Feed
This is what you will see for Right Column
And the new Instagram Sponsored Feed
With Facebook Ads, you can reach more local customers, online sales, promoting your website, page or app, raise brand awareness and/or increase local sales.
Choosing Desktop or Mobile News Feed, you will have social information, your business name, info text, image or video and an optional Call for Action (CAC). Please see the photo above.
In the Right Column, you will have a short version with Images or Video and text. See the photo, please.
And Instagram, you will have your Instagram handle, image or video, info text and an optional CAC.
See the photo, please.
With a variety of paid ads options, Facebook offers a range of objectives for your campaign and once you have selected, Facebook will display options that makes sense to achieve your objectives.
Please see below the Facebook list.
Facebook will also show the Advert, giving you recommendations, tips and design guidelines.
It's time to create your Facebook Ad
My choice was Click to Website and Send people to your Website.
You will find Clicks to Website and add you website address. Click to Set Audience and Budget.
To create an easy step by step, you can see below the first part - Audience.
And below, the Budget.
Then, you click to next page where you will add image or images (carousel), texts and links, Call to Action, and Preview your Facebook ad in desktop, mobile, right column, etc.
Review and Place your order.
Some recommendations for you
Try to have some fun while you are creating your advert.
It is an excellent way to understand what works for your business or not.
Any doubt? Drop me an email.
Learning every single day and trying to living in this fast paced world of Digital marketing.
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