Categories
SEO

SEO AND PPC: COMBINING BOTH STRATEGIES FOR BETTER RESULTS

If you manage a small to medium business, you need to build brand awareness and reach out to customers.

The stakes are enormous, and in today’s digital world, the question “How do you market your business online?” is commonly asked.

PPC (pay-per-click) and SEO (search engine optimization) are two of the most efficient and extensively used internet marketing strategies. Businesses often wonder which channel to employ because they have distinct plans and approaches, not recognising the potential benefits they might enjoy when the two are integrated.

Getting all of the information you need to decide whether to focus on SEO or PPC is critical, whether you’re seeking for SEO or PPC services. And we’re here to help you do just that, hopefully with some SEO training and a PPC strategy thrown in for good measure.

What’s the difference between SEO and Pay-Per-Click (PPC)? What’s more, how do SEO and PPC collaborate?

Let’s delve a little deeper to see how you may mix the two tactics for your business.

What Is The Purpose Of An SEO Campaign?

Search engine optimization (SEO) is a long-term digital marketing strategy. In simple terms, it’s about upgrading and optimising your content for your clients, which can help search engines like Google rank your website higher.

However, the procedure is not straightforward, as Google’s algorithm is updated on a regular basis, and this might have an impact on your ranking. You may not be able to keep up with Google’s algorithm modifications if you lack the necessary skills.

Some companies choose to engage a search engine optimization firm or assemble a team to develop an SEO plan for them.

What are the benefits of SEO as a digital marketing strategy?

Budget

SEO is a long-term commitment, not a one-time purchase. That’s why some companies opt to hire their own digital marketing team to handle their SEO.

However, the expense of hiring an entire SEO staff, as well as the cost of resources, can soon add up. Outsourcing the work to SEO services is usually more efficient because they already have the resources and skills to consistently offer excellent results.

The goal of Approach SEO is to optimize your content for the relevant keywords and drive organic traffic to your website. To attract your target customers, you want to rank high on the first page of search engine results.

An SEO campaign, like a PPC campaign, uses data and analytics to discover the best keywords to target.

Time

Instead of using adverts, SEO is a long-term technique that seeks to attract visitors to your website organically. Because optimising your content and website takes time, you may not see results right away.

If you believe SEO is the right plan for your business, you must treat it as a long-term strategy to achieve the best results.

What Is The Purpose Of A Pay-Per-Click Campaign?

Pay-per-click advertising is placing advertisements on search engine results pages or social media sites such as Facebook. You must pay the search engine hosting your sponsored ad every time a user clicks on it.

Search ads, display ads, social media ads, and retargeting ads are all examples of PPC. When it comes to Google and PPC, though, search advertisements are frequently the first thing that comes to mind.

Bidding for search engines to place your adverts at the top of the results page for specified keywords is what search ads are all about.

What role does PPC play in your digital marketing strategy?

Budget

PPC is based on upfront bidding and, when done correctly, may be cost-effective. Your PPC budget should be flexible, but the effectiveness of your campaign is determined by the capacity of your landing page to convert visitors into purchases.

Approach

Developing a PPC strategy necessitates the use of data and analytics. Many people rely on bidding for popular keywords with a lot of competition. Fair PPC campaign strategists will usually select keywords that have a good combination of traffic and competitiveness to achieve their campaign goals.

Time

PPC should produce strong results if your analysts identify the proper keywords and you optimise your landing page for them. Once your ad is up and visible on the results page, you’ll start earning clicks. Keep in mind, though, that your advertising will require a large amount of funding to continue to run. Why Is It Necessary To Use Both PPC And SEO?

PPC attracts buyers who already know what they want and have highly specific queries for search engines because of its particular character. This means you’re already focusing on those who are likely to convert.

If someone searches for “lemon meringue pie bakeshop near me,” they’re more likely to be desiring the dessert and responsive to a targeted advertisement.

A user searching for “lemon meringue pie,” on the other hand, could be looking for recipes or feedback on the dessert. If you optimise your site for those keywords, you may be able to attract them to your site and encourage them to try your deserts.

So, does SEO have an impact on PPC and vice versa? In a technical sense, no.

Even if you have paid advertising running and visible in search results, they have no bearing on the rankings of your website. The same may be said for SEO. The performance of your ads is unaffected by whether you are on the first or second page of Google.

However, this does not rule out the possibility of combining SEO with PPC. Both SEO and PPC are extremely effective strategies for increasing internet traffic and assisting your organisation in making the most of available online real estate in order to increase conversions. Take, for example, a website for the auto industry. SEO for car dealers does not have to be limited to finding the proper keywords; it can also handle technical issues such as site performance.

It’s similar to how SEO and content marketing complement one other. Both techniques are required to ensure that your business receives the attention it deserves from your clients.

Here’s how you can get the most out of SEO and PPC services for your company.

Keywords That Drive Traffic And Conversions Targeting Keywords That Drive Traffic And Conversions

Determine if the terms you want to utilise are too expensive or too hazardous to leave to PPC. Instead, you may make them the focal part of your SEO strategy.

For example, if a keyword’s cost per click is too high, you might include it in your SEO strategy’s keyword list. This manner, you may organically target the keywords rather than wasting money on bought ads.

Another method is to utilise paid ads to assess the viability of a keyword for SEO rankings. See how well a PPC campaign for relevant keywords performs. If a keyword ad receives a lot of clicks and conversions, you might wish to use that term in your SEO efforts.

Getting People To Return To Your Website

Did you have any guests who didn’t convert? Don’t be concerned. There’s still a chance they’ll return to your website. Retargeting ad strategies are the answer.

PPC can be used to retarget organic visitors with marketing incentives that persuade them to return to your site. For example, if you have a seasonal special deal, you can utilise retargeting advertisements to promote it while also attracting past website users.

Improving Your Digital Marketing Efforts Right Now

Combining data from your PPC and SEO initiatives might help you fine-tune your campaign dramatically. Metrics like click-through rate, bounce rate, and conversion rate, which can be found in both SEO and PPC, can help you figure out which terms are the most effective or relevant, especially when it comes to generating leads.

Use your PPC campaign to see which ad copy or language resonates with your target audience. This information can then be used to optimise your website and SEO strategy. You can save time by testing strategies on PPC and analysing their success before adopting them in SEO.

Digital marketing, in many ways, equalises the playing field between large organisations and small businesses. Unlike traditional media, which may be prohibitively expensive for many firms, SEO and PPC are both reasonable.

SEO And PPC Are More Effective When Used Together With The Right Partner

With all of the advantages that PPC and SEO have to offer, adopting these two strategies together rather than separately can allow your company to reach its maximum potential.

If you want to succeed, you’ll need to find the ideal digital marketing agency to help you with your SEO and PPC campaigns. Stridec provides these services and more, as well as our extensive industry knowledge.

To discover more about what we can do for you, please contact us immediately.

Categories
Digital Marketing

IMPROVE YOUR CONVERSIONS WITH AUDIENCE ANALYSIS

People frequently overlook audience analysis, despite the fact that it is an essential component of a well-targeted marketing effort. Google collects data from every visitor to your website, which you may use to study your audience and make better marketing decisions.

Every type of internet business relies on Google Analytics and Google Search Console. They work together to provide you a clear picture of who is visiting your site and can help you optimize for conversion.

To obtain this information, you do not need to be an SEO specialist or attend SEO training programmes. More importantly, by understanding your audience, you can save a significant amount of money. There is a segment of the market that is already seeking for you; all you have to do now is start focusing your efforts on them rather than wasting money on ads that may or may not reach your target market.

Who is it that comes to your website?

Google Analytics (GA) is a sophisticated tool that functions as a website’s surveillance camera. What is the average age of your visitors? GA is aware of the situation. How long do people linger on your product pages to look at them? GA is also aware of the answer.

GA can be frightening and challenging to use at first due to the massive amount of data it delivers. You could have trouble deciding where to look for the most important information. Start with these three primary measures and you’ll be well on your way to better understanding your audience.

Audience

Assume you operate a trendy Italian eatery. You’ve been using social media to target college students and young professionals in your area since you first launched. You’re getting a lot of likes and comments on social media, but they’re not translating into phone calls or foot traffic at your restaurant. Look into your GA and go to the Audience page; the analytics in this part will tell you who your real audience is.

  • Gender and Age

You may believe that your usual restaurant visitor profile consists of young men and women aged 16 to 25, only to find out through your analytics that your most regular visitors are 30- to 45-year-old females. This could be why you aren’t receiving as many phone reservations or walk-ins as you’d like.

  • Location

While the Philippines will most likely be the source of the majority of your visitors, you may find that 15% of your visitors originate from the United States and another 10% from Europe. These percentages should not be overlooked.

Find out why these areas are bringing you visitors. Perhaps you were mentioned in a foreign travel magazine as one of the best restaurants in the Philippines to visit. You can write blogs or copy customised specifically for your readership if you have information about their whereabouts.

Determine whether you truly want traffic from places you didn’t mean to reach, or if you’re spending money on marketing strategies that target the wrong people in the wrong places.

  • Device

Insights on the device that was used to access your website will provide you with more information about your target audience.

If the bulk of your website visitors use mobile phones, it’s likely that you have a customer base that values mobility and getting the information they need as soon as possible.

You can also check the phone’s operating system to discover if it’s an Android or iOS handset.

You can learn more by looking at the browsers that were utilised. If majority of your visitors are using an older version of Internet Explorer, for example, this could indicate that your audience isn’t particularly tech-savvy.

If your website is too difficult to access, they may become overwhelmed and leave.

Insights into Human Behavior

While the audience overview shows you who is visiting your website, the behaviour tab in Google Analytics can show you how they engage with the content.

You’ll learn which pages are the most popular, as well as how long visitors spend on them. In other words, it shows you what material works and what doesn’t, so you can improve your website’s optimization.

The Behavior Flow report is another intriguing component of this area. It shows you how users move through your site, from the first page they land on to the next page they visit, to the last one they visit before leaving. This information can assist you in determining the level of user interaction with your content and identifying any potential content gaps.

  • Which product page sends the most people to checkout after filling their cart? The Behavior Flow can answer inquiries like these.
  • Which of your transactional pages has a high rate of abandonment?
  • Is there a certain page on your site that has the highest bounce rate, meaning that your visitors depart after only reading one page?
  • Understand how your readers interact with your site by learning to comprehend the data.

Tab for Purchasing

You may build methods that are appropriate for your users after you understand how they arrive on your website.

Let’s say a substantial chunk of your audience came to your website after searching for “what insurance to buy for my kids.” Your website should include material relevant to that phrase (or what we refer to as a long-tail keyword) so that your visitors stay and read content that is relevant to them, converting them from readers to consumers.

This is where the Acquisition tab in Google Analytics comes in handy.

Explore this tab to learn more about your visitors’ “journey” to your website: whether they came at it via an external link, a paid ad, a social network post, or natural search engine results

If the majority of your traffic originated from Google, for example, doubling your efforts on SEO or PPC ads could improve the effectiveness of your digital marketing plan. The information on the Acquisition tab can also help you better understand what your audience wants, whether it’s information, a product, or something else.

Do you want to know how your consumers found your website through Google? Confirm your findings from GA’s Acquisition tab using data from Google Search Console (GSC), a free service. What was your audience’s first impression of you?

Have you ever wondered what keywords people used to find your site? Your best friend is Google Search Console. It’s particularly handy for SEO-driven website promotion.

This tool collects data and generates reports that provide insight into the behaviour of users who came to your site via Google and used specific keywords, as specified in the report.

It also enables you to keep track of your website’s position in Google’s search results pages (SERPs). The user-friendly platform provided by GSC allows you to assess the performance of each page on your website.

Create an account with Google Search Console and add your website to it. Keep in mind that before you can add a site to your Google Search Console account, you must first authenticate that you own it.

You can prove your ownership by uploading a particular HTML file to your site, adding a DNS record to your domain name, or using other Google-approved verification techniques.

Here are some of the things you can do using Google Search Console once everything is set up.

1. DETERMINE THE MOST COMMON KEYWORDS USED TO FIND YOU

GSC can show you the most prevalent terms that drive traffic to your website from organic SERPs. This keyword list also includes other important metrics, such as: a. Impressions, or the number of times your website appears in SERPs for a specific keyword; b. Clicks, or the number of times someone has clicked on your link after searching for a keyword; c. Click-through rate (CTR), or the percentage of clicks your website receives divided by the impressions, or the number of times it appears in SERPs for a keyword; d. Your webpage’s current Google ranking

Explore this list to get a better understanding of how your website performs for each term.

This could be beneficial to your campaign in a variety of ways. Based on the efficacy of these keywords, you can fine-tune your SEO strategy targeting. Use this information to better your content marketing efforts as well as your PPC campaign’s targeting and profitability.

2. Identify the most popular pages, including those that have a high chance of ranking well. Well

GSC can inform you which page or content on your website performs exceptionally well based on the indicators above, as well as the number of backlinks and internal linkages. This informs you about the keywords and topics that your target audience is most interested in. You shouldn’t, however, stop here.

Searching for pages that don’t rank highly or receive a lot of clicks but get a lot of impressions is also a good idea. You might be able to improve the relevance and engagement of these pages by adding content.

Consider it like this: your website is a restaurant. The storefront is fantastic—signage, external design, and so on. People passing by can’t help but stop in front of the restaurant to look at the menu on display, but they quickly leave after glancing through it. They weren’t impressed because they didn’t see anything interesting.

The good news is that you can improve the “menu” from its appearance to its content.

The same may be said of your website. Find any pages that you can improve to increase the number of clicks, leads, or conversions.

3. Investigate the origins of your visitors.

GSC can help you see where your visitors are coming from, similar to GA’s Acquisition tab. The Search Traffic tab displays information on the user’s location, device, and external links.

These links can boost your site’s domain authority in Google’s view, especially if they come from reputable domains.

Also, under the Search Traffic page, click the “Links to Your Site” button and look for the “How your data is linked” part under the “How your data is linked” tab.

The anchor text or keywords that other websites frequently employ when referring back to yours can be found here. Use this information to better your keyword research. What Are You Going To Do With All That Data?

Google Analytics and Google Search Console are a digital marketer’s dream come true. You learn more about your audience—who they are, how they behave online, and how they find you.

But all of this information is useless unless it is put to good use. Here are some helpful hints:

  1. Re-define your target audience.

You’re better positioned to redefine your audience targeting now that you know more about them. When you combine GA reports with GSC data, you may create more precise market segmentation. Optimize your marketing efforts by focusing on these newly identified segments.

  1. Locate any low-hanging fruit

Don’t limit your data collection to the best-performing pages or content. Look for “low-hanging fruit”: keywords, subjects, or pages that, if used correctly, might yield immediate, favourable results.

Remember that data on frequently used keywords, devices, and behaviour flow can assist you in determining which audience is at which stage of the buyer’s journey.

Examine everything before deciding on a strategy, whether it’s to raise your paid marketing campaigns or to improve your local SEO efforts.

  1. Use GA and GSC data to refine your pay-per-click efforts.

PPC advertising, among other digital marketing strategies, produce immediate results. You may attract high-quality leads to your website by choosing the correct keywords and bidding approach, as well as setting a reasonable budget.

Use the data insights from GA and GSC to fine-tune your PPC strategy. You might be able to generate more leads by reducing the amount of money you spend on your campaign.

The amazing thing about PPC is that you can track and control your expenditure in real time. On PPC, you can test new strategies based on GA and GSC data. If these methods work, apply them to your SEO, social media, and other initiatives as well.

  1. Keep a close eye on the data to see if your recent efforts have paid off.

In 24 to 48 hours, user data can appear in Google Analytics and Google Search Console. Make sure to use the free Google tools we just gave to track the outcomes of any new ad or content campaigns you launch on your website.

The digital marketing industry evolves at a rapid pace. Don’t fall victim to the “set it and forget it” mentality. To maintain your online consumer flow stable, test multiple techniques and make frequent modifications.

In Google Analytics and Google Search Console, keep these essential metrics in mind. They store crucial information that can be used to improve conversion rates.

Categories
SEO

END-OF-YEAR MARKETING TACTICS FOR YOUR BUSINESS

Because of the pandemic, your company, like many others, is still navigating unfamiliar ground. Should you scale back your marketing efforts if your firm suffers a setback?

No. Quite the reverse, in fact.

Small, medium, and enterprise organizations that are making a final push towards the end of the year will benefit from digital marketing. You can come closer to your end-of-year objectives using it.

Search Engine Optimization (SEO): Put Your Money On Your Best Web Pages

Your website will always be your best business card, and SEO combined with analytics data can assist you figure out where to focus your efforts.

Google Search Console and Google Analytics rank your top-performing pages as well as the top search queries that lead visitors to your website. It won’t take long to analyze this, and you’ll have more time to plan.

Your SEO campaign approach should be built around your top-ranking pages. Choose the best based on views and search queries, and reoptimize them for content quality using on-page SEO strategies.

Fix your titles and meta descriptions, and restructure your content according to best SEO principles for readability (readable sentences, scannable, easy-to-skim content). Then go over the keyword strategy for these pages and make any necessary changes to the copy.

Always keep an eye on what your competitors are up to. Check to see whether the SEO-driven content you supply for your top-ranking pages and keyword queries may be matched or improved.

Repurpose Your Best Content in Content Marketing

Making content modular is a strategy that is underutilized. It’s just as important to think about how you deliver your content as it is to think about the content itself.

A How-to article may be turned into a series of infographics, or a textual case study could be turned into a short, informative film.

The next stage is to devise a distribution strategy for your content marketing.

Not only are LinkedIn and Twitter beneficial to B2C businesses, but they are also beneficial to corporate and B2B businesses.

Don’t underestimate Social’s organic strength. You may also use Facebook and Instagram stories, as well as your social feeds, if you’re releasing a huge report.

PPC And Email Marketing: Highlight Your Best Offers

We all know that connecting with other businesses for specialised items takes time, but PPC marketing kickstarts what you do strategically with SEO nonetheless. Examine your most effective keywords and concentrate on commercial search intent. You’ll be able to attract prospects who will be easier to progress down your sales funnel this manner.

Examine your bidding strategy carefully, whether it’s for Google Search and Display or social media advertising. At this point, you’re focusing on conversions rather than clicks and visits: signups, email subscriptions, and enquiries or quotation requests.

Take use of what your data informs you and concentrate.

If necessary, rebuild your audience lists.

Experiment with geolocation to reach out to local customers in key areas.

We understand that the pandemic has made many of your clients “always on,” but you can probably still figure out when they’re most likely to go online and see your adverts.

Refresh your ad creatives, both for brand and tactical campaigns, if you have the extra resources.

UX: Enhance the User Experience on Landing Pages

All of your digital marketing initiatives should include a call to action and a landing page for conversions.

Examine your client journey for each of your channels and make sure they’re ready to make a decision when they arrive on your landing page.

So they don’t have to scroll down to see your pitch, give them a compelling headline and effective lead-in material that’s above the fold.

Showcase your brand’s virtue through social evidence by using copy-driven or video testimonials, as we advised earlier.

This is certainly the finest time of year to cash in on your digital marketing promotional spending – earning those leads, finding new buyers, and signing new contracts.

It’s up to you whether you do it in-house or with the support of a digital marketing partner.

If you require assistance, please contact us or schedule an appointment to discuss your campaign requirements.

Categories
Digital Marketing

BUILDING DIGITAL RELATIONSHIPS

Customers used to flock to brands with the largest floor space, the most exciting displays, and the most physical promotional materials in their stores. A unique confluence of circumstances, however, threw this reality into disarray, forever altering the way businesses appeal to customers.

We can trace this big shift back to the early 1990s, when e-commerce exploded; as more and more customers put their trust in online shopping, risk-averse firms jumped at the chance to set up shop in cyberspace. For the first time in history, intangible stores are outperforming their brick-and-mortar counterparts, necessitating a significant investment in how firms display themselves online. Positive online buying experiences have become a critical component of current competitive advantage. How, therefore, can tens of thousands of businesses acquire client loyalty in a market where standing out from competitors is more difficult than ever?

You may start by improving your digital-led marketing mix while also emphasizing the importance of building long-term relationships with customers. A marketing strategy that focuses on attracting more customers in order to produce larger and larger sales is no longer effective. The idea, according to a recent Forbes piece, is to maximize customer lifetime value and, in other words, get to know who you’re selling to. Brands who understand how to invest in a smaller number of important clients are now thought to be the most successful.

To assist you in doing this, consider the following strategies.

Turn Your Attention Away From Short-Term Metrics and Towards Identifying Key Customers

With the introduction of internet commerce, marketing teams worked hard to fulfil criteria like growing clicks and conversion rates consistently. Customers clicking away to study products and services on a webpage, then possibly making a purchase as a result, was previously worth celebrating in web analytics. The problem was that it was a hit-or-miss approach; businesses were effectively crossing their fingers that their online assets would be sufficient to entice customers to spend money on them. They had little to no control over this, and it was a passive marketing tactic in the toolkit rather than an active one.

Since then, it’s been fine-tuned and calibrated to help brands locate critical customers. Clicks and conversion rates are no longer the aim, but rather signs and signals. Don’t only observe the rise and fall of these quantitative measurements; peel back the layers to find out who is behind them. These measurements will reveal which clients are most likely to make repeat purchases—your core customers in whom you should put your money.

Customers should be treated as individuals, not transactions.

Customers may perceive interactions with your brand to be impersonal and inanimate when they shop online. Due to a lack of face-to-face interactions with your sales team, it may appear that all a brand cares about is making a sale.

To address this, provide customers several touchpoints before, during, and after their interactions with your brand—and don’t wait for them to make a purchase before initiating this programme. The more individualised these touchpoints are, the better.

Make customers feel like your company exists to meet their specific requirements by going above and beyond. Know how and where to approach them. Determine the language to use, whether to communicate by email, social media, or regular website updates, and how frequently to do so. If you accomplish this correctly, they will reward you with loyalty—one of the most difficult things to achieve in the online purchasing realm, where equivalent options abound. The more you know about your consumers, the less generic and robotic (and forgettable) your encounters will become. Humanized encounters are still feasible even without an on-the-ground sales team to look after customers.

Create campaigns that are smarter, not bigger.

Brands must strive to reach the right individuals by working smarter rather than harder to reach as many people as possible. This allows them to make better use of marketing dollars while also increasing the effectiveness of your best-performing digital marketing solutions.

You can begin by utilizing web analytics, which provides you with a detailed insight of your consumers’ actions. You get a more detailed picture of where they travel, what they do on your web platforms, and how much time they spend doing it. This manner, your marketing efforts are less random and can be better tailored to your target audience’s needs and interests. After all, that’s always been the secret of the most effective marketing campaigns: the more focused and personalized they are, the more effective they are. This may also show the identity of your high-potential customers. They’re the ones who bring in the most money, so tailoring more direct marketing methods to them rather than everyone else is your best chance.

Examine Customer Data That Has Been Underutilized

Brands don’t always look at the full scope of customer data. They can be confined to seeing how customers interact with web sites, which is still vital, but it is no longer the only thing that matters. Marketing campaigns are better shaped by factors such as the intent behind a purchase, readiness to buy, and opportunity potential.

For organizations that are serious about growing their digital power, hiring a full-time analytics team to decipher this data is a worthwhile investment. Most companies still rely on their marketing departments to achieve this, however it is advised that a separate team be dedicated only to converting analytics data into actionable information.

Maintain Customer Engagement Over The Customer’s Lifetime Value

When a customer clicks “Buy,” many brands consider it a goal accomplished. Purchases are, in fact, the start of the buying process, not the end. Treat purchases, especially first-time purchases, as the ultimate doorway to cultivating brand enthusiasm that converts to sales.

Customers’ lifetime value must be studied more extensively by brands to handle this often-overlooked issue. There’s a lot to be gained by understanding how to persuade existing consumers to keep choosing you again and over again for a long time. Consider asking customers for comments on their shopping experience and the quality of their goods, delivering well-timed seasonal promotions to encourage repeat purchases, building an exclusive loyalty programme, and improving tailored email marketing efforts. The goal is to keep contacting customers. Engagement that is consistent rather than sporadic is essential.

Invest in your direct sales efforts.

Joining digital areas (online “malls”) where companies congregate has value. Customers will appreciate the convenience, and companies will be more visible as a result. However, a dramatic shift is on the horizon that might make direct-selling the next big thing for businesses.

This serves two purposes: it eliminates a profit-sharing middleman, and it allows marketers to acquire customer data directly from customers. As said in all of the preceding paragraphs, knowing who you’re selling to is the lifeblood of any digital marketing campaign. Selling via social media and an official website, as well as using a blog and email marketing, are all methods that can directly expose distinct features of your clients, giving you the most complete picture of your audience you can use. More importantly, with direct selling, you and only you have access to this vital information.

Overall, the path to online supremacy is similar to, but also distinct from, the path to online supremacy when physical buying was the norm. The client is (still) king, but the techniques of making them feel that way have evolved dramatically. Customers have quickly shifted their purchasing patterns to the digital world—ensure that your company has done the same.

Categories
Marketing

DIGITAL MARKETING SEGMENTATION REDEFINES YOUR TARGET AUDIENCE

Although digital segmentation has its roots in traditional marketing techniques, it has evolved into a versatile strategy that can be used in a variety of ways. Advertising businesses frequently combine individuals with similar purchase patterns in traditional marketing. Marketers concentrate on communicating with each of these categories in the most effective way possible. However, in digital marketing, no two clients are alike, and the distinctions between market categories are often blurred.

Let’s take a step back and look at how traditional marketers have historically grouped their customers before we talk about how online marketing altered customer segmentation.

What Is Market Segmentation and How Does It Work?

The process of splitting and categorising your target market into smaller, more defined segments is known as market segmentation. It divides audiences and customers into groups based on common characteristics including demographics, location, needs, and interests. Market segmentation is beneficial since it makes it easier and more effective to focus your marketing resources and efforts on contacting the most valued clients in order to achieve your business objectives.

Market segmentation allows you to better understand your target customer, identify their wants, and discover the best ways to address those needs with your products and services. This enables you to create and implement comprehensive marketing plans from top to bottom.

Examples of market segmentation include:

  • A personal care company produces two deodorant products, one for men and one for women.
  • Companies segment their audience depending on the behaviors they exhibit in order to develop messaging that is relevant to those habits.
  • Consumers are identified by the characteristics of their locality, such as climate and whether it is urban, suburban, or rural.
  • Customers are divided into groups based on personality traits, beliefs, interests, attitudes, values, and lifestyles.

Here’s how traditional marketers separate their target audience and customers to better comprehend the market segmentation examples described above:

Demographic Segmentation is the first step.

When defining a target audience, demographic segmentation is a popular method. Demographic characteristics such as age, gender, income, occupation, religion, and country are used by marketing experts to segment the population. This enables firms to focus their efforts on the proper customers – those with the financial means to buy their goods and services.

This form of segmentation is common in the Philippine vehicle industry. Toyota and Honda, for example, target youthful, middle-class shoppers with their inexpensive cars. Due to their high price tags, BMW and Audi often target middle-aged, high-end buyers.

Geographic Segmentation is the second step.

People are divided into groups based on where they live in this sort of customer segmentation. After all, consumer needs may differ based just on location. Heaters are more in demand than air conditioning units in Tagaytay and Baguio, for example, thus HVAC businesses sell their products accordingly.

Behavioral Segmentation is the third step.

Marketers utilise behavioural segmentation to group their target customers based on their purchasing habits, decision-making tendencies, and product usage. Advertisers’ promotion of skin care goods to male and female buyers is a wonderful example of this.

Men’s skincare advertisements frequently include terms like “cool and fresh” and “fights skin dryness.” Marketers, on the other hand, utilise warm terms like “beauty and wetness” and “inner glow” in slogans, commercials, and other marketing materials to engage female customers.

Psychographic Segmentation is the fourth step.

Psychographic segmentation defines a market category based on people’s lifestyles, interests, activities, and opinions. Anytime Fitness, a prominent 24-hour gym with locations all over the metro, uses psychographic segmentation to target gym members who want to stay active despite their hectic work schedules.

These four basic consumer classification approaches are useful in any traditional marketing channel, although they aren’t always effective online. For example, a 40-year-old male internet shopper may share the same interests and purchasing habits as a 25-year-old female online shopper. As a result, marketing to the right possible client based on gender, age, and behaviour may not be the most effective method.

Even if your marketing team has sent the proper group-specific message to an internet user who belongs to a specific market segment, it’s possible that he or she will never become a paying customer. And the answer is simple: he or she never shops online and solely uses the internet to socialise.

Personalization is more crucial in the digital world than grouping customers and making broad assumptions about what or how they buy. This makes digital marketing segmentation unique, yet intriguing, because it illuminates and informs today’s online audience.

Keep up with the latest digital marketing trends. STridec can help you right now.

In The Digital Arena, Buyer Segmentation

Engaging with each customer online isn’t easy, to be sure. As a result, some of the early adopters of digital marketing devised new consumer segmentation approaches that they thought would work well in the digital realm. Marketers can cast a larger net over specific sorts of consumers by employing and testing various tactics for reaching more users, such as digital audience targeting.

Let’s take a realistic look at why disregarding digital market segmentation is doing more harm than good before we delve deeper into the nuances of digital market segmentation and how it might benefit your organisation.

Consider how you interact with other brands as a consumer. If you’re like the majority of people, you’ll go to a website, read some amazing stuff, and possibly join their mailing list. You’ll start receiving newsletters from them in the next few days or weeks, exposing you to their brand and persuading you to buy their products or services.

You remove half of them and just pay attention to the ones that are important to you. The mailings can sometimes persuade you to buy, but most of the time they don’t.

That is the result of digital marketing that is not segmented. You are bombarded with advertisements for items that you are uninterested in. You’ll eventually unsubscribe and forget about the brand if it goes on for a long time. In digital marketing, there are various types of audience segmentation.

As a company, you can’t afford to waste money on marketing without seeing results. Here’s how digital marketing segmentation can help you get more bang for your buck.

Customer Segmentation in Practice

The actual customer segment includes internet shoppers who are ready to buy but haven’t made up their minds on which brand to buy. When these customers search on Google or browse social media platforms, they frequently have certain phrases in mind. These users are also more likely to click on an advertisement for the goods they’re looking for.

The preceding example combines typical demographic, regional, and behavioural segmentation in a way. It is more likely to succeed than establishing a PPC campaign that only targets a specific demographic, such as male customers aged 25-50.

You not only ignore the group of ladies who enjoy wearing leather shoes in this situation, but you also fail to adapt your approach to target clients who are largely from Manila and are looking for low-cost, high-quality leather shoes.

Customer Segmentation Potential

Potential customers are internet shoppers who have considering purchasing but do not have a compelling cause or desire to do so. These customers don’t go looking for a specific product; instead, they browse Google, Facebook, Instagram, and even product review sites. This target niche requires a tailored marketing approach because they require a little nudge before they make a purchase.

You’ll need an additional value proposition when generating digital content or adverts for this market. A one-time discount, a free coupon, or free delivery may be the decisive factor in converting a potential consumer into a paying customer.

Customized keywords like “discounted leather shoes in Manila” or “leather shoes for men with free delivery in Manila” might be used in SEO and SEM campaigns to target this market.

Furthermore, retargeting is a PPC method in which your ad follows users after they leave your website. Even if they are already on other sites or social media platforms, these users will see your ad. Retargeting aids in the identification of your brand among your target market. If these users are familiar with your brand, they will require a little more persuasion before making a purchase.

It’s important to remember that traditional market segments that aren’t actual or potential customer segments aren’t worth wasting digital marketing dollars on because they haven’t shown any interest or potential to buy your product – or any product, for that matter – so trying to persuade them is pointless. Focusing all of your marketing efforts on your actual and potential target segments is more cost-effective.

Don’t know where to begin with digital marketing segmentation? We can assist you! Make an appointment for a consultation right now.

Don’t know where to begin with digital marketing segmentation? We can assist you! Make an appointment for a consultation right now.

How can you precisely define your online target audience?

Your resources are better spent reaching and promoting to actual and potential customer segments now that you understand how audience segmentation in digital marketing works. The next step is to define your online market and determine which of the two groups they belong to, so you can effectively target the proper audience. Fortunately, recognising your target clients is easier than ever before in the digital age. Here are a few ideas for how to go about it:

Conduct polls

If you already have an online consumer base, the easiest and most successful approach to learn more about your target audience and what they want is to ask them. Send a survey form to your customer email list or post it on your website. You may also use your social network accounts to create a poll.

The results of the poll will assist you in properly structuring your digital marketing plan. It’s possible that you’ve been focusing on the actual customer segment when the majority of your target audience is in the potential market segment. You may confirm which users belong to which section by conducting a poll.

Make the most of your data

As an internet marketer, you may already have some information on your target audience. Examine the information on your website. Is your website getting a lot of traffic but your phone isn’t ringing? Does your website appear high in Google’s search results for a variety of keywords, but your inbox isn’t overflowing with requests? It could suggest that you have a large online potential market but aren’t effectively targeting it.

One of the finest locations to find customer data is on Facebook. To learn more about your Facebook audience, go to the insights and analytics section of your business’ Facebook account.

Determine which type of content or advertisement is most effective.

Examine the facts on those posts if you’ve found that specific adverts or content kinds on your website receive more traffic than usual. It will inform you what people look for in an advertisement or on your website. It may also reveal whether or not your target market is ready to purchase your goods.

Investigate Your Rivals

Look over the other side of the fence if you’re short on consumer data. Take a look at what your competitors are saying on social media. Examine their website’s content. Find out what keywords your competitors are using (this one is easy if you work with a digital marketing company). This is a terrific idea, especially if your competitors appear to be doing a good job of reaching their target audience online, and you’ll soon figure out what market group your sector belongs to. How to Use Digital Channels for Market Segmentation

Any digital marketing campaign’s key goal is to stay relevant and top of mind. Here’s how you can use market segmentation across various digital platforms to provide marketing messages that resonate with your target demographic as online experiences and digital capabilities continue to improve. Use the following methods to implement digital audience targeting strategies:

SEO stands for “search engine optimization” (SEO Marketing)

The digital marketing environment in the Philippines has long been revolutionised by SEO services. But, when it comes to SEO, how can you categorise your target market? Targeted marketing activities are required to effectively reach out to specific niche markets. Here’s how to implement it in your SEO campaign:

  • Profile parameters can be chosen. Identify who you can target and utilise these types as your categories to describe your audience. Consider the information that customers use to find your products and services. Their age, location, gender, marital status, and other quantitative attributes could all be factors.
  • Locate custom segments that are viable. In marketing strategies, segmenting by demographics or region is standard, but in digital marketing segmentation, you may go even farther. Concentrate on the behaviour of your visitors to have a better understanding of your market.
  • Google Analytics is a useful tool for determining the viability of your target group. Tracked categories can be found in the Audience area and will provide you with information on how to categorise your website’s users.
  • Scoring first. Conversion history, data quality, purchase history, and overall sales readiness are used to score leads. Consider and rank criteria including online reviews and user opinions, as well as people’s lives, interests, and hobbies.

Pay-Per-Click (PPC) (PPC)

If you’re going to spend time and money on PPC management, make sure it includes these three market segmentation strategies:

Sort your keywords into groups.

It’s critical to split keywords by audience type in order to provide the right message in your text and landing pages. To correctly classify them, you must first comprehend the intent behind the keywords. For some search words, this is self-evident. When a customer types “home computer” into the Google search bar, for example, tech companies display material that emphasises “family,” “user-friendly,” or “fun.”

However, understanding the intent for more general phrases like “computer” will necessitate a more thorough investigation. This is when marketers must look at indicators like the average sale price of each term. This will allow you to determine whether a keyword is more suited to B2B or B2C clients.

Allow users to create their own segments.

Customers’ demographic information, as well as their online habits, will, in most situations, define how you segment and target them. Making a menu that allows people to decide why they’re on your website and what they’re looking for is a simple method to do this. You can then create different PPC campaigns for each of your site’s parts to reach the largest possible portion of your target audience.

Targeting based on proximity

Do you want people to come to your actual location? Consider employing proximity targeting to segment your market. Users are divided into groups based on their location and proximity to you. This allows you to direct more of your advertising money toward customers who are close to your physical location and create tiers that allow you to spend less on customers who are further away. This allows you to reach your target demographic effectively while keeping expenses down.

Email Marketing

According to recent statistics, segmented, targeted programmes account for 77% of email marketing ROI. Dividing an audience into groups based on shared traits is a wonderful approach to identify email marketing opportunities, solve problems, and ensure that each communication is delivered to the correct audience members.

Many businesses still believe that sending the identical content to all of their users is acceptable. They just have one large list, but over half of individuals who sign up for their newsletter end up deleting it. Make sure you don’t make the same mistake.

Here’s how market segmentation can help you get the most out of your email marketing service:

  • Segmentation by geography: This is the simplest and most evident method of email segmentation. If your company is conducting a special event in a specific location, for example, it’s preferable to send to subscribers who live in or near that area.
  • B2B and specialised segmentation: This ensures that you don’t send the same email to a vendor contact as a marketing specialist, sales manager, or administrative assistant. Each position necessitates its own message.
  • Segmentation based on content: To do so, you’ll need to rely on the information you’ve gathered about individual contacts. What pages did they browse on your site, for example? What did they do when they were on those pages, specifically? Did they make any purchases or register for anything?
  • Segmentation based on behaviour: This is a more in-depth look at email marketing segmentation. How long does it take a consumer to leave a page? What is the average number of clicks or page views each visitor? Do they come in and swiftly check out their shopping cart? Or do they come back to your site a few times a week before checking out the products in their shopping cart?

Social Media Marketing 

Of course, we must not overlook social media marketing, which is frequently the lifeblood of small businesses operating online. Here are some simple strategies to segment your audience and improve the targeting of your social media messages.

Platform selection that is appropriate.

It’s worth noting that the social media sites you choose already function as market segmentation. Twitter’s demographics, for example, are skewed toward millennials, so if you have specific marketing messages for this age group, posting more on Twitter could help you reach them. Similarly, the majority of Pinterest users are female, but Instagram has a diverse user base. If your company has various platforms, you can utilise these distinguishing features to assist you determine where to publish your material.

It’s also worth noting that each social media site allows you to segment your audience in its own unique way. Facebook, for example, allows you to filter your audience so that you may focus on the people you want to reach. Linkedin allows you to connect with pre-defined groups of people from various demographics. Twitter allows you to manually categorise your followers into different groups by creating lists.

Make the most of these tools and capabilities to split your audience into smaller, more focused niches. Digital Marketing Segmentation’s Power Today

We’re not suggesting that you fully forgo traditional market segmentation strategies. However, in a world where over 60% of people, or 4.66 billion active users, are online, it’s also more cost-effective to focus your marketing spending on those who are more likely to convert rather than reaching out to a large number of market groups and hoping for the best.

You may change your entire digital marketing approach now that you have a better grasp of your target demographic online and how to exploit market segmentation across numerous channels. Numerous business advantages result, ranging from cost-effective, intelligent marketing to improved sales and high customer loyalty.

Do you want to learn more about how to reach your target audience online? Register now for our Digital Marketing Masterclass.

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Business

WHAT IS THE AVERAGE WEBSITE COST?

What percentage of your digital marketing budget should you spend on website design?

Is it really that costly to create a website?

While some people use the general appeal of a website as a criterion for its price, this isn’t always the case. You can obtain a beautiful website for free and yet compete with the finest of the best out there.

However, how much does a website cost? Or, to put it another way, how much does it cost to create a website?

This guide was created to assist you in determining how much to spend on web design services for your business, whether you’re planning to build a new website or improve the one you already have.

Website Production Costs

The price of developing a website

goes beyond the design of the structure

as well as the development aspect

The scope of your project will help the digital marketing agency you’ll be working with figure out how much time and effort they’ll need to devote to it. A creative or web design brief is frequently provided by agencies to identify the scope of your project and provide you with a cost estimate for web design.

The amount of time and effort put into web design work are significant aspects to consider when determining whether you’re getting your money’s worth:

HOW CAN THE AGENCY ASSIST YOU?

The expense of creating a website extends beyond the design, programming, and hosting aspects. A portion of it will also address project management to keep you informed at all times. You’ll need the following items to get started on your website development project:

  • Deliverables – These are the steps that the agency will take to build your website.) This should display a breakdown of your website’s development into smaller segments.
  • Delegation — While most digital marketing organizations will assign you a website development manager who will work as your point of contact, it’s still a good idea to inquire about who will be in charge of constructing your website.

How Much Time Will It Take To Create A Website?

You need to know if you’re getting the most out of the hours you’re paying for, which is why your site’s development should have a clear timeline:

  • How long will it take to construct the design?
  • What is the average time it takes to code a website?
  • How long will it take you to finish the website’s content and images?

Knowing the timetable helps you and your developer clarify expectations in terms of whether the features you want are still within the scope of the project and can be completed on time. If you have special requirements that will take more time or make the task more difficult, the firm may charge you extra for the additional web design work, which will increase the final cost of your website development.

Website Expertise Costs

How much does a freelancer charge for a website? How much does it cost to employ a website designer?

Keep in mind that web design experts charge differently for their services, which is often determined by the level of technical and creative expertise required. When comparing the work of a single freelancer to that of an agency, the difference in skill becomes more obvious.

Independent Contractor

For web development work, the majority of freelancers will charge you by the hour. The higher the costs, the more features you want in your site – this is primarily due to the fact that an individual freelancer will take longer to complete the project.

If you engage a single freelancer, you may need to hire additional professionals for some of the work you need done for your website, such as content writing and graphics design.

Consultancy

What does it cost to have a website developed by a digital marketing agency? When you hire a web design agency, it’s a very different experience than working with a single freelancer.

While companies may charge by the hour, the majority of them provide web design packages to pick from. Work will be outsourced to several personnel, implying a more severe project completion process. Most significantly, hiring an agency eliminates the need to seek out other professionals to help with some of the work because you’ll have all of the experience you require under one roof.

Design Construction

Despite the availability of web design templates, the design and development phase of your website costs a substantial amount of money. For the overall website creation cost, the agency or freelancer you select will most likely include the following:

  • Website themes – While some website themes are free, you should not scrimp on this component if you want a great-looking, responsive website.
  • The prices of website themes range from $15 to $1000.
  • Development — What is your vision for the site’s functionality? Not every website is designed to have five pages. Your site will have different features depending on the goals and type of your business, such as contact forms, secure transaction pages, discount portals, and chat options. Although some website themes provide such functionality, if you want more customization choices, you may need to hire a developer.

Designing Graphics and Content

The cost of a website is also determined by the quality of the graphics and material used on it. Although some digital marketing organisations include high-quality content writing and graphic design as part of their site design and development packages, you may want to set aside a budget for both.

  • Content creation – Do you have a new website in the works? Or are you just looking to improve your current site? The amount of content you’ll need to populate the website may affect the price. Long-form material can cost anywhere from $15 to $20 for a regular 300-word blog.
  • Graphic design – To make your website look nice, some web designers use premium stock photos. Some websites provide free stock photos, while others charge a reasonable fee. For example, Shutterstock has a monthly subscription option that costs roughly $200 to $250.

Search Engine Optimization

Websites may be SEO-ready, but it does not guarantee that they will begin to rank. Once your website is up and running, you’ll need SEO to help it stand out online. As an add-on to their website design and development, certain agencies may provide SEO services. Others may provide it on an a la carte basis.

  • Keyword research: You should rank your website depending on how you want clients to locate your company, which involves the keywords you’ll use.
  • On-page optimization entails improving all aspects of your website for maximum efficiency and improved rankings.
  • Link building is a technique for gaining momentum on the internet by increasing your website’s authority and obtaining links from authoritative websites.
  • The cost of SEO services might range from $300 to $1000, depending on the SEO and web design strategy your company employs.

Website Technology Costs

Of course, the tools and platform utilised for website construction are included in the final website price. Your web designer will be able to come up with a solid estimate on your website prices by analysing the features you need against the features you want.

Preparation

This includes the domain name, hosting, and platform for your website. These are your website’s technological foundations; if you don’t have them, you don’t have a website.

The domain

Because the domain represents the address of your website, it’s critical to pick a name that’s specific to your company. The cost of purchasing a website domain varies depending on the domain extension (.com,.org, or.info), but in general, you may purchase a domain for $5 to $20 per year from a registrar site.

If the domain name you desire is already taken, you’ll have to purchase it from the current owner. The disadvantage is that pre-owned domains can cost as much as $1000 (or even more!).

Organizing

Web hosting is required to have a server for your website so that your visitors may access it online. But, how much does it cost to host a website? This is determined by the sort of web hosting provider you choose:

  • (Shared Hosting – With this sort of hosting, your website will share a web server with many other websites.) Shared hosting costs anywhere from $2 to $10 per month.
  • Dedicated Hosting – With this sort of hosting, your website will have its own server. You should expect to pay $75 to $100 per month for this.
  • VPS (Virtual Private Server) – This is a hybrid of shared and dedicated hosting that provides more server capacity at a lower cost. VPS hosting costs anywhere from $20 to $100 per month.)

Hosting can range from $10 per month (Digital Ocean and the like) to $30 per month (WPEngine, which specializes in WordPress hosting) depending on the site’s size and performance requirements. If the site is hosted by one of the major cloud computing providers, such as Amazon Web Services (AWS), Microsoft Azure, or Google Cloud, the charge may be greater.

At the platform

What platform will your website be built on? This is one of the aspects that can influence your web design costs, as different platforms can provide different features that meet your website’s needs.

  • WordPress is the most popular platform for business websites. WordPress is absolutely free to use; the only cost is website hosting.
  • Wix — A simple website builder with a large number of templates. It’s free to use, however there are paid subscriptions for additional features ranging from $5 to $25.
  • Shopify is the most popular platform for businesses looking to launch an ecommerce site. Depending on the functionality you desire for your website, Shopify has monthly rates ranging from $10 to $100. The total cost of developing your Shopify site will also be determined by the agency that builds it.
  • Custom Build — This could include PHP frameworks, NodeJS, Ruby on Rails, and other programming languages. We recommend sticking to the formers if your job is simple and doesn’t require a lot of heavy lifting.

Costs of Maintenance

Your website will always be a work in progress, which means it will need to be maintained on a regular basis. This is why you should think about how much it will cost to keep a website up to date. This could involve the following:

Your website will be available at all times.

It’s still a work in progress…

  • Troubleshooting – If an update to your site causes it to crash unexpectedly, you must know what to do and be prepared.) Having a backup system that allows you to restore any data in the event that your website crashes is an important part of this. Some companies charge $50 to $350 per month for website upkeep, depending on the technical skills you require.
  • Plugin updates – You’ll need to add or update some plugins if you wish to improve specific aspects of your website. While there are dozens of free WordPress plugins accessible, you may want to spend a few dollars on premium plugins to get the most out of them.
  • Security updates – In order to prevent harmful activity, any website must have security updates. An SSL certificate can be added by your website developer to secure your site, and the cost of these security measures can range from $10 to $300 each year.

Setting Your Professional Website’s Expectations

It’s critical to establish your expectations from the beginning. We prefer to use the wedding analogy when communicating website costs versus expectations to businesses:

Consider getting a website designed like arranging a wedding: it can be inexpensive, beautiful, or quick. Only two of the three options are available.

A website can be inexpensive and quick, but it will not be attractive. It may be beautiful and quick, but it will not be cheap. It can be inexpensive and attractive, but don’t expect a website to be built in two days.

To set your expectations and have a thorough grasp of the complete project, you don’t need a sophisticated website cost calculator. You may immediately set expectations based on the budget, schedule, and quality of your site design by using this analogy.

Are you concerned about the costs of website development?

Don’t be that way.

Your website is a financial commitment. It’s your digital business card, and having one that’s well-designed and built to attract more customers can open up a lot of doors for you. So, whether you’re intending to remodel your website or obtain a new one, it’s important to know how much you’re going to invest in this project.

We’d be pleased to address any further questions you might have.

Categories
SEO

SEO COMMANDMENTS THAT BUILD YOUR REAL ESTATE BRAND

For web marketers, SEO has become a popular keyword. There has been a paradigm shift in marketing strategies as a result of the changes in the digital landscape. Businesses, large and small, are now aware of the importance of SEO marketing to their success.

In the real estate industry, SEO is a critical tool for raising brand awareness and attracting new clients.

Did you know that 90% of buyers use the internet to look for a home? According to a research by Google and the National Association of Realtors on real estate consumer trends, 53% of buyers begin their search for a home online.

Potential buyers can also connect with agents via the internet. According to the 2016 Profile of Home Buyers and Sellers, 86 percent of buyers use real estate websites as their primary source of information while looking for a home.

Given these figures, it’s clear what the first step for real estate enterprises should be: reaching out to customers online.

What Is SEO For Real Estate?

Simply simply, real estate SEO is the practise of using search engine optimization tactics to improve the visibility of real estate property websites. Realtor.com, Trulia, and Zillow are all online marketing titans in this sector, and they all use competitive digital methods for real estate businesses to win localised search traffic.

Going head-to-head with these websites isn’t impossible if you develop a strong internet marketing foundation of your own. These pointers can help you get started:

  1. Pay attention to local keyword phrases.

According to a survey, 69 percent of consumers looking for a property begin their search with local keyword terms. While most realtors target numerous areas and cities, you can start building your local presence by employing geo-targeted keywords. Choose a major city and gradually grow your web presence to other places.

Build your website as a resource page when developing content. Property websites are viewed as a significant source of information by home hunters, therefore include data and insights on what potential buyers are looking for, such as public transportation and local history.

  1. Choose Your Keywords Wisely.

Google will return hundreds of results if you search for “Makati homes” or “Makati real estate.” Starting local is a fine technique, but you should also focus on churning keywords. In the realm of real estate and SEO, remember that quality is just as important as quantity. Sticking to general terms will make it difficult to rank, let alone attract local consumers.

Microtargeting your keywords is a good idea. Use home models and neighbourhoods, for example, to exploit niches that aren’t overburdened with material. Long-tail keywords, which are often employed by today’s searchers, are another option.

  1. Consider integrating IDX.

IDX integration is commonly used by real estate SEO to integrate indexed listings to their website. This is especially useful if you want to establish your brand’s authority and generate leads. If you don’t have a decent SEO strategy, this functionality might not be useful. Finally, indexable listings are unable to generate searches for your website on their own.

WordPress plugins can be used to incorporate IDX. Optima Express + MarketBoost IDX plugin is one of them. This plugin allows you to add IDX/MLS search, as well as basic and complex search forms, using shortcodes and rapid search widgets. This also adds listing-based CTAs, user registration prompts, an interactive map search, and many other features to your WordPress site to help it stand out.

  1. Make the most of social media.

Your SEO strategy can be supplemented by a strong social media presence. When it comes to optimising a real estate website, social media platforms like Facebook and Twitter are beneficial since they give you with effective routes that reach a bigger audience. This aids in the distribution of your content (and your brand) to your target audience. Social media content from Pinterest and LinkedIn can be especially beneficial for real estate SEO.

  1. Online Listings Should Not Be Ignored.

If you’re doing real estate SEO, I mentioned that sites like Zillow are some of your largest competitors. Is this, however, a reason to eliminate them totally from your strategy? Certainly not.

Consider making your listings available on these sites. Why? Real estate searches are likely to begin on listing sites that include information such as local demographics and other key numbers, rather than on broker websites. You’ll be missing out on a lot of potential buyers if you ignore these sites.

When it comes to real estate SEO, don’t be scared to try new things; there is no such thing as a flawless answer. To figure out which web marketing methods work best for your company, you’ll have to test, mix, and drop them. Although real estate SEO is its own world, you can borrow tactics to make your SEO architecture distinctive and tailored to your needs.

Categories
Digital Marketing

THE IMPORTANCE OF WEB ANALYTICS TO DIGITAL MARKETING

Every marketing campaign should be assessed for its efficacy. If your company has a website and social media accounts, you should track the performance of your marketing on each of these platforms.

That is why web analytics is important, whether the property is owned (like your website) or rented (like your Facebook, LinkedIn, or YouTube page). You may learn more about your consumers’ behavior and modify your operations accordingly by creating an analytics plan.

Let’s concentrate on website analytics for the sake of this post.

Metrics for Measuring

The term “measurability” refers to the existence of a set of measures. Here are some examples of important web metrics to consider:

  • Visitor traffic: How many people visit your website in a specific time period?
  • What section of the world do they originate from?
  • Visit length and duration: How much time did they spend reading your content on your website?
  • What are they reading on the pages they’ve visited?
  • Did they visit you because they typed in your URL (direct traffic), or did they find you through Google or a social media post?

These figures help you get a sense of who your usual website visitors are. You find out what kind of content they want and what stuff they enjoy the most.

On the other hand, you learn which areas of your website are less engaging and drive away users more quickly than others. This provides you the chance to tweak your content and assess how you’ve positioned your services.

What Should You Measure?

What should you measure in addition to profiling your visitors?

Rates of Bounce

The bounce rate is the time visitors spend on your site before leaving without taking any action.

High bounce rates indicate that there are issues with your website’s visitor experience — whether it’s page load speed, page design, or the material they intended to read on the pages.

Rates of Conversion

There may be pages, such as your blog, where you provide basic, helpful content.

There are also parts of your website where you’ve placed an offer to assist your customer in progressing through the email marketing funnel.

Do you want your client to get in touch with you? Then you should keep track of how many people have signed up.

Perhaps you have a white paper that provides in-depth industry information, and you’re keeping track of downloads.

Bounce rates indicate how long visitors stayed on the website before leaving. If your analytics data indicates that visitors are not converting into signups or downloads, you should examine the web design, copy, and call to action (CTA) to see what you can do.

Rates of Engagement

Web analytics can also assist you in determining whether your social media approach is successful in attracting visitors to your website.

Are your blog’s readers coming from LinkedIn and Facebook? Are they watching a video you made or reading a case study you recently published?

Your web analytics report will show you whether your social media efforts are resulting in more engagement between you and your users.

Analytics Track What Really Matters

Web analytics are critical to the success of your Digital Marketing initiatives. You can provide better experiences for your clients by studying their online activity, what types of information they are interested in, and which portions of your website are most effective at converting them.

Categories
Digital Marketing

DIGITAL MARKETING EVENS THE PLAYING FIELD

The Philippines is a good location for a restaurant in several ways: the middle class is growing, Filipinos are natural foodies, and eating together, frequently at a restaurant or bar, is a cultural trait.

Look no farther than the numerous international restaurants that are springing up, as well as the long lineups that form on opening day. These gastronomic behemoths arrive with immediate brand awareness and an endless supply of cash.

So, how do smaller, neighbourhood eateries compete with national chains? With a limited budget for digital marketing and limited time, restaurant owners frequently overlook the importance of effectively building and marketing their brand – a significant mistake because digital marketing is the great equaliser for your restaurant.

The Great Equalizer: Digital Marketing

It takes a lot of effort to open a restaurant. Many establishments, in fact, fail despite having excellent food and a good ambience, which are two essential characteristics for a successful restaurant or bar.

Why is the million-peso question? Anyone with the ambition and imagination to explore opening a restaurant understands the value of internet marketing. They almost certainly have a Facebook profile and, if they’re tech-savvy, a website. Isn’t this sufficient?

No way, not in today’s digital world. The attention of your potential visitors is quite valuable. Businesses who are wise enough to use digital marketing services rather than traditional marketing must have a digital marketing plan that encompasses more than simply a Facebook page or a website. The restaurant business is no exception.

Applications For Mobile Dining As A Marketing Tool

In Makati, there is a tiny restaurant across the street from our office. I had never heard of or seen this place till lately. But I’ve heard of booky, a restaurant-focused smartphone app that allows users to reserve a table and receive savings.

I found the restaurant, reserved a table for lunch, and found my new favourite place to dine in Makati thanks to booky. While I was dining, I did a Google search and learned that the restaurant has a Facebook page and an Instagram account, but I had never seen it despite frequenting both sites.

The moral of the storey is that your restaurant’s digital marketing plan should extend beyond Facebook. This specific restaurant would have lost at least one client if it had not included booky in their marketing campaign — me.

Apart from booky, there are additional smartphone apps such as looloo and eatigo. They all offer an additional marketing channel for your restaurant or bar that you should think about.

Where Are Your Future Customers on Social Media?

That’s not to say your restaurant or bar shouldn’t have a social media marketing strategy. It should be the second most important component of your digital marketing plan after your website. The Philippines has the world’s highest proportion of social media users.

Social Media Profiles

It’s one thing to create a social media profile, but it’s quite another to keep it up to date. All that social media can accomplish for your restaurant’s brand identification and customer loyalty is maximised with an updated and engaging social media page.

Restaurants and bars have the distinct benefit of offering aesthetically appealing products such as delectable cuisine and refreshing beverages. You want gorgeous images of your menu items to fill your social media page. However, if you aren’t very skilled at shooting images of near-professional quality, you should hire someone to do it for you.

Furthermore, the social media content you share should be engaging and inspire interaction from your followers. User-generated content is a strong approach to produce social proof via establishing trust. Using popular hashtags that are related to your restaurant might also help you stand out.

Advertising on Social Media

One of the most successful ways to market your business is through social media advertising. We’ll focus on two reasons why your restaurant’s social media marketing strategy should include a social media advertising budget.

  • Audience Targeting — Social media platforms contain a wealth of data that marketers can use to create extremely detailed profiles of users, which they can then use to create content. This is especially true on Facebook, where you can create advertising that targets certain demographics, hobbies, and behaviours.
  • Geo-targeting — Given the large number of people who use their mobile devices, geo-targeting is particularly successful. You can target people who are currently in the geographic vicinity of your restaurant or bar when advertising on Facebook for your restaurant or bar. Another possibility is to target a large gathering near your restaurant’s geolocation.

Google Local Search Optimization

As a digital marketing firm, we enjoy discussing the advantages of optimising for local search results. Your website, Google My Business, and review sites / online directories are the three components of a search engine optimization approach for restaurants that focuses on Google’s local results.

Without getting too technical, here are some crucial features of your website that might help your restaurant rank higher in local searches.

  • Keyword strategy – Creating a content strategy around a keyword such as “best sushi restaurant Makati” rather than “sushi” helps Google place your restaurant in local search results when the searcher is in Makati.
  • Schema markup is a fancy way of describing structured data in your website’s code that helps Google interpret your content. S schema markup, for example, tells Google that a block of text is an address, that multiple numbers in a sequence are a phone number, and so on.
  • NAP (name, address, phone number) – Make sure your NAP (name, address, phone number) is easily accessible on your website. It should be the same as the NAP on review sites, which we’ll go over later.

Here’s a local SEO industry secret: restaurants in the Philippines have yet to fully utilise local search — it’s simple to rank.

Google My Business

To target local search results, Google My Business is the cornerstone of your search engine optimization plan. It’s a combination of a review site, social networking, and search engine results.

You can change the information people see about your restaurant once you claim your listing, which your restaurant must do in order to construct the listing. This includes images, operating hours, and more.

Customers can provide reviews on Google, which will appear on your Google My Business profile. The fact that you can now see and track how visitors find your business is perhaps the nicest aspect. This enables you to tweak your SEO strategy to increase your visibility in local search results.

Online Directories & Review Sites

Review sites like Yelp, Zomato, and OpenRice have a love-hate relationship with many establishments. People may learn about new eateries and read wonderful evaluations from satisfied customers by visiting review sites and online directories. They do, however, give disappointed customers an opportunity to submit nasty reviews that others may see.

The truth is that review sites are an essential component of your local SEO strategy. On a more technical level, having correct information about your restaurant on relevant review sites, Google My Business, your website, and social networking platforms helps Google generate strong signals, increasing the likelihood that your restaurant will appear in local search results.

Review sites allow your restaurant the opportunity to create trust and show that it cares about its consumers. They are less about local search results and more about leveraging digital marketing to build your brand. Customers’ comments and reviews, particularly the unfavourable ones, can help your restaurant or bar achieve this. Responding to unfavourable reviews promptly and honestly can help your restaurant’s reputation greatly.

Conclusion

It’s easy to become overwhelmed while creating a marketing strategy for your restaurant or bar. We’ve just covered a handful of the alternatives here, but there are others: YouTube video marketing, content marketing, and search engine marketing are just a few examples. Not sure where to begin or what will work best for your restaurant? We can assist you. Stridec is a company that specializes in turning local brands in the Philippines and throughout the world into global brands.

We can assist you if you are unsure where to begin or what is ideal for your restaurant. Whether your market is local or worldwide, Stridec specializes in bringing clients to your front door.

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Business

GET MORE EXPOSURE FOR YOUR PERSONAL BRAND

A functional, well-conceptualized digital marketing plan is required for any organisation, whether it is a startup or an established one. That is self-evident.

Is your digital strategy, however, confined to your business? No, you’ll need one of your own.

Your personal brand is just as significant as your company’s. Customers want to know more about the person behind the brand; they want to interact with something other than a company. In a nutshell, they aim to make a connection with you.

What Should You Do First?

Let’s imagine you already have a website that ranks high enough for your clients to find it. What additional options do you have for expanding your web presence? One solution is to use social media.

When you combine social media with your digital marketing plan, you have more opportunity to communicate with customers right away. Because of the reach and engagement you can obtain not only for your business, but also for your personal brand, email marketing experts encourage it.

So, if you haven’t updated your social media pages in a long time, now is the time to do so. To begin, you must:

Tweeting and posting

Post about your work in the sector and how you go about doing it. If you’ve been asked to speak on a panel, for example, update your status or tweet about the conference or convention you’ll be attending, what you’ll be doing, and who you’ll be with. Inquire whether any of your followers will be attending the event. Encourage them to engage with you and ask questions about the industry and your company if they are.

Another option is to demonstrate that you’re current with industry trends. Here’s an illustration:

Customers will regard you as an expert and desire to do business with you if they see how much you contribute to the industry and how well you’ve established yourself in it and among your peers.

One method to garner attention to your personal brand is to post about a conference or convention you’ll be attending as a listener. It demonstrates that you value lifelong learning, upgrading your craft, and keeping up with what’s fresh and effective in your chosen industry. It emphasises the fact that you are not lagging behind your competition and that you are learning abilities that you will eventually employ to their advantage.

It also conveys the impression that you are constantly developing, even if you are the best in your field. After all, “Anyone who quits learning, whether at twenty or eighty,” as Henry Ford put it, “is old.” “Anyone who continues to learn stays young.”

Re-post or re-tweet industry news as well as internal company events, such as the company’s anniversary or corporate social gatherings.

Adding Photographs and Videos

You shouldn’t be afraid to submit images and videos from conferences and conventions you’ve attended, whether as a speaker or as a member of the audience, because they serve as documentation of all your brand activities.

Post photos and videos showcasing how you keep current in your business, what’s going on inside your firm, or how important work-life balance is to your company. Photos from workplace outings and celebrations can be shared. These tell them who you and your employees are, how much you care about their well-being, and what your company is like outside of the workplace.

Upload images and videos of what’s going on within your firm, as well as videos regarding topics on which you have an opinion and want to share it with your audience. Repost videos from other industry experts so that your followers and consumers are aware of what’s going on in the world outside of your expertise. Be honest and forthright about what you know and what you want your consumers to know.

But, before you share those photographs and videos, make sure they’re ones you’re comfortable sharing and that will help you connect with your target audience.

There’s nothing wrong with being a “mini-celebrity” every now and then. Promoting yourself is a great approach to humanize your brand and bring it closer to your customers.

Are you ready to become more social? We’ll assist you in getting started.