Adapt Your Digital Marketing Strategy for 2020

Adapt Your Digital Marketing Strategy for 2020

Time To Read: 4 minutes

Adapt Your Digital Marketing Strategy for 2020

It’s no surprise to hear that 2020 has brought a fair share of difficulty, uncertainty, and fear for many business owners. With unexpected problems like the Coronavirus,
businesses across the country have had to change the way they interact, inform, and influence their current and future consumers. Since the digital marketing landscape has seen its fair share of changes throughout the year, your business must adapt its marketing strategy to these changes. Since we understand that not everyone stays in tune with the digital marketing world, we researched for you. Here are a few things we recommend building into your digital marketing strategy.

#1 Artificial Intelligence

It wasn’t too long ago that artificial intelligence was just an idea that sounded too much like a government conspiracy, and not something that would be accessible and beneficial to business owners. In 2020, AI allows business owners to analyze consumer behavior and search patterns, use data from social media platforms, blog posts to help businesses understand how customers discover and interact with their products and services. If you have ever asked a question in a chat box that generated responses depending on what you asked, you’ve interacted with Artificial Intelligence. Although this sounds like “big brother” is watching, using resources like ChatBots, CRM’s, or recommended product email campaigns will allow your business to understand your consumers better. This will enable you to cater to their needs in your business model.

#2 Brand Reputation

Although brand awareness has always been critical in any marketing strategy, in 2020, it’s more important than ever before. With pandemics and political movements across the country, consumers are looking to brands to see if their ethics and support align with their own. Since silence can be seen as a statement on its own, make sure you update your customers on what you are doing to support good causes and benefit the local community during these difficult times when the timing is appropriate.

Having a strong social media presence and responding to reviews and comments is essential for any brand that wants to manage its online reputation and ensure that it responds to the societal developments promptly and respectfully.

#3 Personalization

If you want to stand out in 2020, you need to personalize your marketing – and that means personalized content, products, emails, and more. Over 60% of consumers get annoyed with generic advertisements. The power of personalization can be seen clearly on Amazon, Netflix, and even Starbucks, with their recommended products and loyalty programs. Every consumer has different tastes, styles, and preferred methods of communication, so why approach your marketing with a one size fits all solution?

Deploy different customer segments, using demographics and interests, in your email marketing and advertising strategies so your business can send more relevant and tailored offers and recommendations to your customers.

#4 Video Marketing

The rise of video marketing began long before 2020. However, thanks to the pandemic and the increased focus on short, entertaining videos, it is now crucial that businesses include this tactic in their digital marketing strategy. Videos are one of the most popular ways to discover and interact with a business and their products. 52% of consumers say that watching product videos makes them more confident in online purchase decisions.

Although Youtube is a dominant platform in today’s digital marketing age, its not your only option. By using live streams on Facebook, Instagram, or LinkedIn, Instagram and Facebook Stories, and brand videos on your website, your business can build credibility faster and increase your brand awareness.

#5 Content Marketing

In November 2019, Google rolled out some major updates to its search algorithm. The updates included the new BERT system, which is designed to aid Google in understanding the natural language that people use in their search queries. Since Google’s algorithm is designed for the searcher, it’s a good indication that consumers desire informative, relevant content when searching online. Consumers want to be catered to and understood. By writing consistent, relevant, and well-written content across all communication channels, your business will establish trust, build audience retention, increase awareness, and improve conversions.

#6 Social Commerce

ECommerce and social media engagement has increased exponentially in 2020. So it’s no surprise that these two worlds have combined to create a faster and easier shopping experience. Facebook, Instagram, and Pinterest have created a custom ECommerce experience for brands to create and post interactive ads that allow users to click and shop with ease. This allows the user to stay on social media without having to open new browser windows, thus alleviating frustration and creating a faster, more pleasant shopping experience. This also benefits the businesses because these platforms have a proven track record of lowering cart abandonment rates, reflecting a higher and more consistent conversion rate.

Adapting can be difficult for your business when it comes to the ever-changing world of digital marketing. The good news is that these are simple yet practical ways to impact your business’ marketing strategy in the industry. Whether it is through artificial intelligence or refining your content, make it your goal to move towards effectively interacting, informing, and influencing your business’ current and future consumers.

The Future of Digital Marketing

The Future of Digital Marketing

Time To Read: 3 minutes

THE FUTURE OF DIGITAL MARKETING

We have covered the best practices to implement for your business, and now we want to share where digital marketing is headed. Digital marketing is constantly growing and changing; the last thing we want is for your business to get behind on the current and future digital marketing strategies that will elevate your presence. It is imperative you begin adapting your digital marketing strategy for 2020. Here are a few things to begin, or at least consider, implementing into your digital marketing strategy.

Artificial Intelligence

We have artificial intelligence in our daily lives and may not even realize it. A great example is auto-fill when we write or text. Your phone has been learning the way you talk and write. It predicts what you’ll likely write based on your history. In digital marketing, artificial intelligence (AI) is doing a meta-analysis of broad-spectrum data sets and then using that data to make its own decisions. Techgrabyte shares that “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” It is a big deal that feels far out but is actually here. We are currently in it. If you own a business you absolutely can’t miss what’s going on right now in the AI field.

Customer experience is only getting better because of AI. The whole point of artificial intelligence is to create a custom experience systematically and efficiently. AI will allow businesses to provide more interactive and personalized purchase experience through an increasingly accurate ability to analyze consumer behavior. Artificial intelligence will continue to be used in a range of up-and-coming marketing applications, including content creation, voice and face recognition, chatbots, digital assistants, and highly targeted marketing strategies.

Voice Search

Voice search has been around for almost ten years, but according to ComScore, 50% of the searches are from voice search and will only increase from the coming years. For business owners or marketing directors, optimizing your digital content for voice search is key to preparing for the future. AI is advancing and will one day require a voice search strategy to stay competitive. When creating digital content, write in a conversational tone. Write in the way people speak, not necessarily what they would type. Focus more on long-tail keywords and detailed search phrases. Digital Marketing Institute says that “adopting a voice search strategy isn’t just about remaining relevant — it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.”

Google’s Gallery Ads

Google has upped its advertising game and launched gallery ads this past May in 2020. Similar to Facebook carousel ads, Gallery ads are a swipeable, image-based ad unit that appears at the top of search results. The ads will let you upload up to eight branded images, allowing you to use your business’ elevated photography to attract potential customers.

Social Media

Social media has shifted from businesses connecting with their audience and showcasing their products or services, to using as their brand’s online store. Making shoppable posts is a game-changer for businesses this year, as it is becoming desirable not to leave the app.
With 54% of shoppers using social media to research product purchases, it only makes sense to do social commerce. Another thing to consider is influencing marketing. Influencers have been around for a while now, and because of that, it is expensive for smaller businesses to use. This brought on the development of micro-influencers. Those with around 30K followers are typically chosen for this. They are popular enough to be influential but are not loaded with sponsorships.

Successful Digital Campaign Case Studies

Successful Digital Campaign Case Studies

Time To Read: 4 minutes

SUCCESSFUL DIGITAL CAMPAIGN CASE STUDIES

The best way to succeed in digital marketing is through digital campaigns. It promotes your current business initiatives through a branded strategy. This week, we want to share the success of utilizing what we’ve covered this month with digital marketing through digital campaign case studies. We will be diving into one of our favorite partners: Couto Homes and Equity Depot.

The Couto Standard

One of our favorite things about Couto Homes is that they are a business that pushes collaborators to be the best. They have high standards and expect those who work with them to have high standards too. GreenFox and Couto have had a long-standing relationship that started with the need for video production. Since then, we have partnered together to manage several campaigns, parts of their brand, and, most recently, a custom web design and build. Couto Homes has always been a strong brand in the communities they serve. We came alongside Couto to develop a holistic approach to their strategy through branding, web design, campaigns, and digital advertising.

A Brand Refresh Can Make the Difference

Part of building a brand should consist of keeping the brand fresh. Couto Homes was in need of some light changes to their logo and color schemes, as well as defining their brand fonts for consistency. We helped institutionalize their brand and brought it all together by making light updates and helping them determine who they are. They already had a high reputation and just needed their advertisement and digital traffic to line up with it. We came alongside them to further develop their brand. Something to learn from Couto Homes is that you need to solidify your brand by discovering your target audience and creating personas. Because we manage this brand, it has been a smooth process for Couto Homes to simply communicate what they need and receive it back, on-brand, with the quality they expect. One of the best ways for a company to portray their business is driving a moving billboard. Couto came to GreenFox with the dream of wrapping 14 brand new ford trucks to portray their new, fresh brand. The goal was to carry their brand in a way that represented who they were in a way that did not affect the integrity of their strong, bold brand. Before you put in the work for digital campaigns, you have to have a well-developed brand.

An Online Presence Worth Noticing

We developed an online presence that finally matched this home builder’s quality standard. Often, businesses struggle to make their online presence line up with the quality and standard their business or product actually produces. We have had the honor of helping Couto Homes match the standard online to the standard you experience when you walk into a Couto-built home. By far, the largest project we have worked on with Couto Home has been the build of their website. Couto has a lot of elements to their business that needed to be portrayed online in a beautiful way. We were able to work with their team to come up with a stunning website that showed off the captivating homes they build, who they are as a company, and a custom way to present the homes they have available to be built.

Digital Advertising with Intentionality

Digital marketing is the number one place to see tangible results of the work that has occurred with a brand. We are proud of the results that we have seen in our partnership with Couto Homes. The numbers speak for themselves when it comes to digital marketing. We were able to guide Couto Homes to reach the following:

  • Increased web traffic by 81%.
  • Increased organic traffic by 32%.
  • 174% Increase in Conversions.
  • Digital Ads Received 400% Increase in Impressions.
  • Digital Ads Received 14,650 Clicks, a 1008% Increase from the Prior Year.
  • From May 2019 to April 2020, the Couto Homes brand was seen online nearly 2 million times.

We optimized Couto’s SEO by running regular technical audits of their website and we determined traffic potential with keyword discovery and maintenance. We also worked to develop strong, high-quality content written for their audience and search engine friendly. Due to a large amount of time spent by their demographic on Facebook and Instagram, we chose these social media platforms where ads would be run.

Equity Depot

Equity Depot gives homeowners a hassle-free and stress-free option for selling their house or property for cash. It is a quick and easy solution for homeowners because Equity Depot specializes in purchasing distressed homes when the homeowner needs to move fast. GreenFox developed a partnership with Equity Depot when they needed lead generation campaign guidance. At that time, their marketing strategy was traditional, consisting of mailers and door-to-door advertisements. They didn’t have a digital marketing strategy in place to capture leads. We built their website for the purpose of lead generation, along with the development of a rebrand.

A Unique SEO Strategy

The Equity Depot team likes to spend all of their ad budgets in one week of the month, and it’s working for them. We are thinking about testing this method out with other partners. The numbers speak for themselves when it comes to digital marketing. We were able to guide Equity Depot to reach the following:

  • Digital Ads received 2,200 clicks.
  • Digital Ads received 100,000 impressions.
  • They are above the 2.7% industry average conversion rate at 3%.
  • Total Leads were 67 for August.
  • Equity Depot is sitting at a 2:1 ROI

Bottom Line

Identify what you need in this season for your business—digital marketing matters. Make sure you have a solid brand foundation to build your digital strategy. Use analytics to know what works and what doesn’t so you can be successful. It is not a “said it and forget it” deal. Digital marketing is an ongoing process that takes intentionality. If you want to know where your business stands against your competitors, take our brand assessment, so we can guide you to success.

10 Ways to Improve Your Local SEO

10 Ways to Improve Your Local SEO

Time To Read: 5 minutes

10 Ways to Improve Your Local SEO

Regardless of the type of product or service your business offers, people in your local area search for answers online. And they want those answers, fast. In today’s digital age, you want to make sure your website and online presence show up at the right time when consumers in your area are online searching. If not, they will buy from someone, but will it be from you? Did your business’s website show up on time and in the right places? Let’s walk through ten ways to improve your business’s local SEO. Note that if you have a business where you’ve chosen not to have a physical address listed, or work remotely, then local SEO isn’t necessary for you; however, you may find some of these tips useful and apply them in certain situations.

#1 Google My Business

Claim your listing! If you haven’t claimed and verified your Google My Business listing, it only takes a few seconds to get it started, and it’s free! This is a simple but essential first step in local SEO strategy. Google My Business is a powerful tool that increases your chances of showing up in Google’s Map Pack, Google Maps, and local rankings in general.

#2 Update Your Google My Business Listing

Don’t just claim it, use it! Although claiming your listing is important, it’s not the only step you need to take. Adding quality photos of your business is highly recommended. These can be interior and exterior photos of your office or building, photos of your products, or even your team’s photos. This two-bird, one-stone scenario not only builds trust and credibility but is also a ranking signal.

#3 Citations on Online Directories

Making sure that your business has created listings in online directories is another simple but important step. This increases your digital footprint by listing your business information in multiple, reliable sources online. Some of the most popular directories include:

When you are listing your business information online, make sure your name, address, and phone number have consistent abbreviations, spelling, and punctuation. This makes it easy for customers to connect with your business when it shows up online. It also shows Google that you are providing accurate information for your clients. If you’re unsure which format of your business address to use, refer back to your Google My Business listing since this is verified through your mailing address.

#4 Listings On Review Sites

Search engines assess the popularity and quality of your location by looking at reviews. Listing your business on multiple sites to gather reviews allows you to gather more reviews to feed into search engines. Studies show that Google reviews carry the most weight, but here are some other recommended review listing sites:

#5 Positive Reviews

After you have set up your business’s listing on various review sites, the amount of reviews and quality ratings of those reviews play a huge factor in determining where your business’s location ranks in local search results. Search engines first look at the number of reviews being the dominant factor; then, quality is considered to determine your business’s likeability. This is a crucial step to consider since reviews account for nearly 10% of the search engines’ overall ranking algorithm.

#6 Response To Reviews

A smaller ranking factor is the percentage of reviews with responses from your business. Google’s algorithm will always be geared towards the user. The more your business interacts with these reviews, positive or negative, the more credibility your business builds with search engines. Yes, even responses to negative reviews contribute to your ranking. In a perfect world, every business would receive only positive, kind, and informative reviews. Unfortunately, this isn’t the case and there will always be negative reviews. However, how your business views and responds to these reviews is crucial because it shows your business has the consumer’s needs in mind.

#7 Social Listings

More than ever, people use Social Media channels to stay updated with the latest news, especially Facebook. So, create a Facebook Business Page and update your profile with your website, hours and address. Social signals do not play a massive role in the local algorithm, however. Google has confirmed that crawlers gather information from your social pages to serve on the search results page to provide more information about your business. Other social profiles such as Instagram, Twitter, and LinkedIn also contribute to these social signals. Even if you don’t plan on actively maintaining these profiles, post information on how a consumer can contact your business if they need further information. Keep in mind, if you do plan on monitoring these channels, you should have a plan of action to respond to comments and messages to ensure a positive customer service experience.

#8 Mobile Responsiveness

Over 60% of online searches are performed on a mobile device, making this next step completely necessary to stay competitive. 2018 was the first year that the Google algorithm had a mobile-first approach when crawling and indexing sites. Meaning, when someone searches your business’s key terms, crawlers will go through a checklist to see if your mobile site performs correctly and is optimized for the searcher. A good place to see how your site stacks up on a mobile device is Google’s PageSpeed Insights.

After you have laid these foundations down, these next two steps in different scenarios will take your local SEO to the next level and add even more separation between your business and it’s competitors.

#9 Localized Content

Make sure you are consistently publishing content where you can organically include your key terms and location. Key terms or keywords are words and phrases on your site that make it possible for consumers to find your site via search engines. A website that has a solid SEO strategy “speaks the same language” as it’s potential customer with keywords that help connect searchers to your site. If you aren’t sure what keywords your site and company should be using, think of what questions your prospective customer might be asking about your services and what you offer, then plug those phrases into a keyword research tool to get search volumes in your area.

#10 Page Title + Meta Description

It is important to “localize” your business’s newly discovered keywords and phrases. Keep in mind, since the goal is local optimization, use a keyword that mentions your location. Use “Financial Planner Fort Worth” instead of “Financial Planner.” Think of these optimizations as digital signage that inform and direct your prospective consumers to your site. The clearer and more concise your information is on the SERP (Search Engine Results Page), the easier the decision is for your consumer to make to engage your business’s site instead of its competitions.

So, what does all of this mean for your local business and it’s online visibility? Understandably, these steps can seem difficult and time-consuming, especially when results are not immediate. Setting up your Google My Business correctly, listing your business on multiple review sites, responding to reviews, and publishing localized content will help your business build separation between you and your competitors.

Finally, if all of these tips feel overwhelming, it’s crucial to, at the very least, begin with setting up a “Google My Business” listing, considering that several local ranking factors look at your listing to make sure it’s properly built and accurate. SEO is an ongoing process and takes time. Take the time to integrate this process into your workflow so you don’t end up overwhelmed and with mediocre results. And if you’re an overachiever (and we think it matters), make sure you’ve installed Google Analytics on your site to educate yourself on traffic and trends to monitor how these changes influence your organic traffic.

Focus on the Metrics that Matter

Focus on the Metrics that Matter

Time To Read: 6 minutes

Focus on the Metrics that Matter

In today’s digital marketing landscape, there are so many different avenues your business could pursue to advertise, inform, and attract leads to your brand. You and your team have spent countless hours researching which advertising channels to utilize. Your graphics are gallery-worthy, you’ve written ad copy that compels and resonates with your target audience. You’ve even created social media pages and started an email list and now you are ready to show your business off to the world. You did it! You launched your marketing campaign! So now you can just sit back, relax and wait for the phone to start ringing and your inbox to fill up…right? Unfortunately, it’s not that simple. Trust me, I wish it was that simple.
Although you’ve launched your campaign, you now have to start looking at the metrics. The key to any successful on-going marketing campaign is understanding which metrics or KPIs matter, and how they indicate the success of your specific goals.

What Are KPIs?

Digital Marketing KPIs or Key Performance Indicators are metrics that are related directly to your digital marketing efforts. Whether you are advertising on social media, continually building your SEO strategy, advertising through the google network, building organic brand awareness, etc. To name a few, this data includes your website traffic, online revenue, page conversion rate, engagement rate, and bounce rate.

Why Are They So Important?

It is crucial to the success of any digital marketing to be able to monitor how these efforts are performing so you can have a clear understanding of what’s working and what needs improvement. For example, your marketing campaign that your business just launched, looks and sounds amazing, but how can you tell if it’s working or not? Your phone has been ringing like it always does but you aren’t sure if it’s because of your campaign, or from a referral. Sound familiar? This is where your KPI’s come into play. So, no matter what marketing channels you’re utilizing, here are the most important digital marketing KPI’s of 2020 that you need to know.

Social Media (Organic /Paid)

Engagement Metrics

This metric basically represents how often your brand is interacted with through a number of social platforms.

Some of the most important engagement metrics include:

  • Post / Photo Likes, Comments, Retweets, Shares
  • Post Engagement Rate
    • The number of engagements divided by the number of impressions or each that particular post has. When you have a high engagement rate, it’s a good indicator that your post resonated with your audience.
  • Account Mentions / Organic Mentions
    • When your brand is being organically mentioned outside of a reply or comment shows that you are building your brand awareness.
  • Awareness Metrics
    • The next two awareness metrics can often be confused but can be equally important to understand depending on the goals of your marketing strategy.
      • Impressions – the number of times your content is displayed, no matter if it was clicked or not.
      • Reach – The potential unique viewers a post could have (usually your follower count plus accounts that shared the post’s follower counts).
  • ROI Metrics
    • Conversions Metrics – This is when someone takes action on your site and “converts” into a lead or makes a purchase. Although this is the metric that can easily be focused on the most, make sure you are paying attention to the smaller metrics because they are indicating how your ad or post led to the conversion and can help you make adjustments if necessary.

PPC (Pay-Per-Click)

PPC campaigns come in various forms so its important to now how much you are spending, which ads are successfully performing, and how your ads stack up against your business’s competition.

  • Clicks – Clicks are the foundation metric. Every lead or conversion starts with a click and is usually a good indicator that your ads are gaining traction. 
  • Cost Per Click – No matter what your budget is, knowing exactly how much you are paying per click will help you understand what you’re paying, compensates for the revenue being generated from the conversions of the ad.
  • Click-Through Rate (CTR) – CTR is measured by dividing the total number of clicks your campaign got in the month (or period being reported) by its total impressions. Although there is no perfect CTR, a higher CTR indicates that your business’s ads are resonating and enticing a consumer to click your ad. If your CTR is low, (under 2%) changing the ad copy and visuals is a great place to start to see which combination gets a better response.
  • Cost Per Acquisition/Conversion (CPA) – This metric indicates how much you are paying for every conversion from your ads. There are many types of conversions you can create but if your product costs $50, and you have a CPA of $75, you are losing money. Try changing your bidding strategy or max keyword bid to get those numbers lower so you can start making money.
  • Conversion Rate – The number of conversions a campaign has received, divided by the total clicks. This metric is tracked to indicate the success of a campaign. Lower conversion rates can indicate your ads are requiring more clicks in order to educate and convert a consumer into a customer. A higher conversion, typically above 5%, shows that your campaign is resonating well with your target audience.
  • Quality Score – Google’s Quality Score represents how relevant your ads and keywords are to your business’s landing pages and website. On a 1-10 scale, the lower your quality score, the less relevant Google considers your ads to be and will actually charge you more per click. The higher your quality score, the higher your ad will rank with a lower cost. This is due to the fact that Google wants to serve its users with the best options possible, so try to keep your ads above a 6 when possible.

SEO

Search Engine Optimization takes time, effort, and money. If you want to make sure that this investment is worth it, your business needs to be able to track its success and understand what these SEO KPI’s mean.

  • Organic Search Traffic – Plain and simple, this is the most important metric you need to track to measure SEO success. It is the goal of almost every SEO Strategy to increase your business’s visibility in search engines. The more your business’s website is visible, the more organic traffic you should receive if done correctly.
  • CTR – This metric is one of the best ways to track the effectiveness and attractiveness of your pages in search results for users. If you have a low CTR, try adjusting your website’s page titles and meta descriptions.
  • Rankings/Position – Keyword rankings refer to your web page’s position within search results for a particular keyword search query. This can be revered as the prize metric for search engine optimizations, just make sure you are tracking the proper keywords that will bring in the traffic your business needs.
  • Organic Clicks/Impressions – Clicks to your site or Impressions of your search results page listing, that were earned when a user searches your business name, product or service in a search engine.
  • Organic Conversion Rate – A conversion on your site that came specifically from organic traffic.
  • Links – since search engines are geared towards the intent of the searcher, building high-quality links on your business’s site is confirmed by Google to be one of the top 3 ranking factors in its current algorithm. Building links on your site doesn’t mean creating more navigation bars or menus. SEO is all about content strategy. Writing fresh and relevant content that gets linked to other credible, high authority websites is where the magic happens. This requires strategy and is where the majority of work happens in your business’s SEO strategy. The more quality links your website contains, the more trust Google builds with your businesses brand, the higher your business’s website ranks in the SERP.

While all of these metrics have their own place and importance in Digital Marketing, its important to make sure that you align these KPIs with your goals. Don’t pursue and report only the vanity metrics. Vanity metrics are KPIs that look amazing on paper but aren’t accomplishing your goals. You may have an app that has over 200,000 total downloads but only have 200 active monthly users. Be sure to hold your business accountable to the metrics that matter. Whether they look amazing on paper or reveal that your brilliant ad copy did not convert leads, good and bad metrics are tools your business needs to utilize to be able to adapt and improve your ongoing digital marketing.

Understanding SEO and PPC

Understanding SEO and PPC

Time To Read: 3 minutes

UNDERSTANDING SEO AND PPC

Brace yourselves; we are simplifying the complicated Search Engines and Paid Search. It can be overwhelming, and many clients come into our office feeling frustratedly confused. Search engines and paid search is a highly competitive, ever-changing industry that forces you to think ten steps ahead of your competition. To be successful, you have to think about your customer first and put this knowledge into action.

Search Engines Help People Find You

SEO may sound boring, but in reality, it is exciting when you unlock the intent of your searcher. Simply put, cater your online presence to what your target audience is searching for. Start searching from your customer’s point of view and start focusing on their intent. It is about finding the keywords that pertain to and surround your target audience’s intent. Place a heavier focus on optimizing for intent rather than just search volume. Don’t focus on the SEO algorithm that is always changing. Instead, place your attention on content that aligns with your user’s intent.

Put It Into Action

First, set the foundation of ranking and crawling so your content can be found by search engines. Focus on the technicality of your website to improve user experience, which includes speed, clear content, simple navigation, and more. Write content that answer’s the intent of your target audience. Make sure the information they are searching for is clear and concise. An important part of optimizing within search engines is to have the business website be mobile-friendly. When we build sites, we structure them for mobile-first, because people are constantly on their phones, whereas their computers, laptops, or iPads are more likely to be used during work hours.

Improve Your Local SEO

If you have a local business, making sure that your website is optimized to attract and inform your future customers in your local area is crucially important to stay competitive in this digital age. In the same way that you inform your customers of your physical location through signage, local search engine optimizations help your future patrons discover your online store.

Practically Speaking

Pay Per Click (PPC) is a method of driving traffic to your website by paying every time your ad is clicked when searching one of your services or brand, the most common one being Google Ads. Google Ads allow you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. It all depends on what you’re willing to pay per click. It results as an auction; you’re essentially bidding for the keywords.

Quality Score

Hubspot defines the quality score as an algorithm that scores each of your ads for relevancy – it looks at how closely your keyword relates to your ad and how closely your ad relates to your landing page content. Google actually scans your landing pages to ensure that you’re not just buying keywords and directing them to totally irrelevant pages.

Focus on the Metrics that Matter

To fully understand each metric, you would have to understand that everything changes every quarter. There’s just so much data out there, so you need to focus on proper metrics, don’t focus on multiple metrics. Keyword ranking is where your website ranks on using specific keywords. There is intent behind each keyword. Ask yourself, “What’s the word that I want people to buy from me?”

When done correctly, search engines and paid search can grow your business exponentially. Set your goals and forecast your outcomes to benefit from the results. Success will often depend on the quality of your website in relation to others who are also running ads on the same keywords. Conversion is key and sending customers to your website is only half the battle. If you want to know where your business stands against your competitors, take our brand assessment, so we can guide you to success.

Social Media Marketing for Businesses

Social Media Marketing for Businesses

Time To Read: 4 minutes

Social Media Marketing for Businesses

A lot falls under digital marketing: design, audience targeting, optimizations, analysis, and more. One area that is often under-strategized is social media advertising. It is easy to overlook since most of the population navigate their personal social media on a variety of platforms. For businesses, social media marketing requires far more intentionality. We will break down how you can have compelling social media, organic and advertising, that will draw your audience and prospects into your business. When you fully understand social media, your posts will create awareness that develops into trust.

Social Media as a Whole

For a successful social media presence, you must identify your business’s objective and goal, then implement it toward your target audience. If you don’t have the foundation for your brand, then you’re just throwing your marketing out there. Your cast may be large, but your catch is little to nonexistent. This is why developing a brand is important. Discovering your target audience is also useful for developing a social media strategy.

Quick Tips

Practical advice we suggest to businesses and marketing directors is to do as many videos as possible. Short videos tend to have higher completion rates. However, if you’ve got a compelling message, you can go a little longer. If quality videos are not a possibility or are limited to the number of videos that can be created, use branded graphics. Post intentional, eye-catching graphics if you don’t use impressive photography. The goal is to stand out and make the scroller stop in their tracks on your post. We can’t suggest professional photography enough, and if you don’t have that, then be intentional with the photography you take. Be willing to put in the work. It’s harder to do this, but strive for it to be done right. So, you stopped them in their tracks…now what? Keep them engaged and get them interested in your business with your content. Write content that converts. Ensure it is compelling, communicates your value proposition clearly, and that it is actionable. Nothing is worse than captivating your audience but losing them to confusing content.

Advertising on Social Media

According to Hubspot, “70% of businesses say they generate leads on social media, and 58% of marketers say social media has helped them boost their sales.” For small businesses, this will likely come from your intentional involvement of being tagged in a post. People tend to say they’ve tried it, and “it didn’t work.” Usually, it is because they don’t have the solid foundation mentioned above and based on their knowledge of it, which may not be much.

There are multiple types of social media ads: Facebook ads, Twitter ad campaigns, sponsored messages on LinkedIn, Instagram ads, Snapchat ads, Pinterest ads, Youtube ads, and Tik-Tok. Ads on most social networks are sold in an auction format. You set a maximum bid for a target result (such as a click) or a maximum budget per day. As you create your ad, the ad manager interface will provide a recommended bid based on your stated goals. The advertising methods include cost per click (CPC), cost per 1000 impressions (CPM), cost per conversion, and cost per video view.

Let your organic social media posts inform your ads. Some of the organic posts will resonate with followers, while others won’t. Track which ones are being clicked, liked, commented on, and shared. These high-performing messages make the best candidates for social media ads.
Looking into insights and recognizing any trends of engaging posts will allow you to pay for what matters. Refrain from boosting a post just to see what happens. Be intentional.

Organic Social Media

Organic social media is typically free. You may be saying, “social media is free.” Let us explain. Social media platforms are free, but to do it well, it can cost you if you do quality photography, videography, graphics, etc. Use your business’s social media accounts to promote your brand and your content to increase brand awareness, drive traffic, and generate leads for your business. Not every channel resonates with every person. The audience demographic for each platform varies, so make sure you choose the right channels for your industry. Organize a schedule for your posts and create a formula. You can develop ways to get your business goals out to your target audience. It creates consistency and ultimately builds trust with your audience. Be sure to display it in a fun and relevant way. The more your audience wants to engage with it, the better. Choose days and times that best works for your audience. Platforms nowadays have insights that show your platform follower demographics and the time they mostly are online. Post during that those recommended times and develop content that speaks to your audience. There are a lot of moving parts to digital marketing, and social media is up at the forefront. Though organic and advertising social media are different in execution methods, they share your business goal. If done effectively, social media can bring awareness to your business and ultimately end in conversion. If you want to know where your business stands against your competitors, take our brand assessment so we can guide you to success.
6 Steps to Succeed at Digital Marketing

6 Steps to Succeed at Digital Marketing

Time To Read: 4 minutes

6 Steps to Succeed at Digital Marketing

Unlike most marketing efforts, digital marketing allows you to see accurate results in real-time. You can measure the return of investment (ROI) of pretty much any aspect of your digital marketing strategies. As a business owner or marketing director, digital marketing is something you must understand to keep up with competitors. With these steps, you’ll be equipped with a basic understanding to succeed.

1. Identify Your Digital Marketing Goal

To have successful digital marketing, you must have a clear picture of how each digital marketing campaign supports your overarching goals. Identify your goal by seeing where your company best fits: awareness and engagement, gain leads, or referrals. A lot of businesses shotgun market tactics out there without knowing what they’re trying to accomplish. You’ll have a different voice on different channels if you don’t line up everything with your goal.

2. Develop a Digital Marketing Strategy

If you can be seen on a physical and a digital standpoint, it is not 1+1 = 2; it is actually 1+1=3. The key is to develop a digital marketing strategy that puts you in all the places your followers are already hanging out at, then using a variety of digital channels to connect with them in a multitude of ways. Be sure to discover your target audience, so you can effectively market to your prospective clients.

3. Convince and Convert Through Social Media

Jay Baer says that “content is fire; social media is gasoline.” There is a relationship between content and social media. Content doesn’t matter if it’s not distributed and consumed, and social media can’t survive without content. If you were to start posting on your business page without having your voice, it would get lost, and your target audience won’t connect. Remember, you are talking to one person on social media, not an entire audience. People tend to create content crafted for a lot of people, but only one person is on the other side of the screen at a time. Connection converts; you have to connect with people for it to work. Digital marketing includes advertising and organic social media, and we will be covering this next week, so be sure to read our blog and listen to our podcast for more on this.

4. Be Seen, Thanks to Paid Search

Pay Per Click (PPC) is a method of driving traffic to your website by paying every time your ad is clicked. The most commonly used and well-known PPC is Google Ads. Google Ads allow you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Figure out what your business is willing to pay per click. It comes down as an auction, and you’re mostly bidding for the keywords. If you’re in a more rural area, it would be cheaper (less competition) than in the city area.

5. SEO: the Lasting Visibility Foundation

As we previously and briefly discussed in our last blog and podcast, Search Engine Optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages. It increases the amount of organic traffic your website receives. SEO is an essential part of Digital Marketing because it sets up a lasting visibility foundation, whereas any other effort ends the moment you cease it. Many SEO actions will have an impact that lasts more than several years. According to BrightEdge, “51% of website traffic comes from organic search results,” which means that SEO is a digital marketing tactic you cannot overlook. It is the most content-based route of digital marketing.

6. Sales Funnels

Build your sales funnel to achieve a specific objective: discover your target audience purchasing your product or service. You then fill your sales funnel with traffic using digital marketing tactics to drive that traffic from the top of the funnel to the bottom of the funnel. They convert into a paying customer and become an advocate for your local business. It’s essential to make sure interaction is consistent. Structure your funnel down to the details from someone hearing about your business, all the way through to where they purchase your product or service. Figure out your audience’s behavior and their challenges. From there, you figure out their journey to purchase from you. Digital content channels that should be used in your sales funnel include blogs, emails, and case studies, just to name a few. Choosing content channels depends on your target audience and your industry.

There are so many parts to digital marketing, especially in the technology-dependent society we live in. Because of this, your business has to get involved or will be left behind. The possibilities are endless in digital marketing, which can be great if done correctly and used effectively. If you want to know where your business stands against your competitors, take our brand assessment and let us guide you to success.
Who Should Build My Website?

Who Should Build My Website?

Time To Read: 3 minutes

Who Should Build My Website?

Your website is your digital office, so if you’re going to have one built or revised, you need to make the right decision on who should create it. It’s like having a cabinet being broken; you have the decision to have your handyman buddy fix it or calling in a cabinet expert. It truly depends on what you need. We are going to guide you to discover what is the best option for your business.

Optimized Website

First things first, you must have an optimized website built because your website is your digital office. It needs to have a stable foundation for you to grow into if you’re a new business, or have it keep up if you have an established business. SEO optimization, file compression, and responsive design are examples of what needs to be done on your site. If it isn’t built on the correct foundation, it will likely break or fail.

Standard of Quality

Having a whole business to back you up in building your website provides security. There’s a high standard of quality with an agency, or at least there should be. Most businesses want to keep their name clear and want to stay in great standing. Occasionally, individuals who build websites may not have that same responsibility to hold a certain standard of quality. We’re not saying there is anything wrong with having an individual make your website, but most of the time it’s done as a favor or to help them out, and occasionally the quality may show it.

Economical Option

You are paying for knowledge with companies, which raises the price quickly since they have a whole team of creatives versus one creative mind. It is typically less expensive using an individual for this reason. If they’re efficient with their time, they have more opportunity for devoted time in building your website.

The Agency Route

With the right agency, you get a lot of creative options and the guidance of what is best practice in today’s digital world. They’ll know your brand and make suggestions accordingly. Brainstorming is heavily utilized within companies when you’re assigned a team that continues to study the current trends with websites. You can also research their past work, their different styles, and the different industries they’ve created for. With agencies, you will always be able to contact them. They’re well-established to maintain your website, fix any issues, and make updates. Oftentimes, people already have a website and are searching for a second website revision. They know what they don’t like and are ready to have something better. If you’re in this position, we highly recommend using a team of people; a website development company.

Different industries, different website design standards.

Consider who you’re hiring to build your website. Do you care about being like everyone else? Or do you want to stand out in your industry? For example, the standard for home building websites is getting better. The standard of our generation is raising for a high-quality presence. An important part of creating websites these days is quality photography. The photography on your website should be cohesive, and through a photography brief, it will display your product or services in an elevated manner. The same goes for videography, content, and site navigation.

Making the Decision

To make your final decision on who would be best to build your website, you have to identify your business goals. Make a list of things you want to be able to do on your website, and choose if an individual or an agency can best produce it. We don’t deny that choosing an agency to build or revise your website is the more expensive option, but with it comes a team of professionals that study your brand and industry to make sure you stand out. When there is a difference in quality, there’s a difference in price.

We are excited to be able to start a GreenFox Internship Program. If you are a college student looking for an internship where you will learn and receive hands-on experience, email us at info@greenfox.io and tell us a little bit about yourself.

Top 8 Practices for Website User Experience

Top 8 Practices for Website User Experience

Time To Read: 4 minutes

Top 8 Practices for Website User Experience

The saying, “don’t judge a book by its cover,” does not apply to websites. Your website will be judged and will determine whether your audiences choose to do business with you or not. It sounds harsh, but it couldn’t be more accurate. According to SWEOR, “it takes about 0.05 seconds for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.” This reveals how it is all about the user’s first impression and experience. There’s a certain level of comfort in quality, so your audience knows immediately if they’re going to purchase from your business based on the website.

User Experience (UX) focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations. UX best practices promote improving the quality of the user’s interaction with and perceptions of your product and any related services. It’s all about figuring out what they need to make a purchase and the steps that need to be taken. Here is some practical website information to provide the best user experience.

1. The Need for Speed

The Gomez Report states that “47% of users expect a maximum of two seconds of loading time for an average website.” The reason for this is because we live in a time when people receive information instantly. Your audience isn’t the only one judging the loading time, it is also an SEO factor that affects your website ranking. If your website doesn’t load quickly or lags, your audience will check out and move on to the next competitor. Items that slow down your website include large images, so be sure to optimize your graphics. Videos that are hosted on the website also cause lag, so it’s best practice to embed it from YouTube or another video platform.

2. Attractiveness Keeps Engagement

It may sound brutal, but according to The Real Business of Web Design, “46% of consumers base their decisions on the credibility of a website from its visual appeal & aesthetics.” A great way to implement quality engagement is through movement on your webpage. Make the website dynamic by tastefully using up the white space with intentional graphics, and even better, videos. Keep in mind that less is more. An effective way to find data on your website and see what people are doing on it is by using HotJar. Having the data behind your website will help you have great UX.

3. Clear-Over-Cute Content

Website content should focus on three things: your persona (target audience), your target keywords, and your solution. Present content clearly and avoid presenting your company as the hero. The goal is to make your audience feel like the hero. You are the Alfred; they are batman. Position your company and your product to guide them to solve their problem. Strive for high quality that compels your audience to act upon CTA’s. If your website is not the standard of quality that is in your product or service, they will leave your website and not do the CTA.

4. Simple Navigation

Navigation acts as a roadmap. Organize it in a clear way that your audience can easily find what they’re looking for. Nothing is more frustrating than when you’re looking for simple information on a website and you get bombarded with unnecessary content. Make it your goal to create a positive experience for your audience and they will stay on the page.

5. Easy Conversion

By providing a great user experience on your website, your audience will have trust with your business, propel them to purchase your products or services. It is an easy conversion when people trust you. At the end of the day, your website is designed to make someone convert. As a business owner or marketing director, your conversion, whether a sale of your product or service, is the purpose of your website. So, if it is not simple for someone to do that, it has to change.

6. Make It Mobile Friendly

It’s no secret we are living in the age where your phone is your first source of information. Create a website that keeps its integrity and pleasing UX when used on a mobile device. You’d be surprised how many competitors don’t make their websites mobile-friendly, so take advantage. SWEOR reported that “88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours.” That is a large amount of your audience worth capturing.

7. Your Website Is a Funnel

A large mistake made is when a website is not used as a funnel. Create a lead generator on your website by having your audience receive a discount or desired information by entering their email address. When they provide their information, it gets them in the process of the funnel. Treat your website as a funnel. It is also highly recommended to use your website as a way to keep your target audience in your funnel.

8. Call-to-Actions

Every website, especially landing pages, needs to have a call-to-action. Our suggestion is to have three call-to-action on your homepage. Have a CTA be the first thing you find on their homepage, as you navigate toward the middle, and as you get to the bottom of the page. SWEOR states that “70% of small business websites lack a Call to Action (CTA) on their homepage.” Take advantage of this high percentage and stand out from your competitors by utilizing CTA’s to produce an online point of sales.

Stand out from your competitors through your website. Apply these practices to provide an impressive user experience that will ultimately lead to customer retention. Be sure you’re communicating your business as a reputable company through your online presence.

We are excited to be able to start a GreenFox Internship Program. If you a college student looking for an internship where you will learn and receive hands-on experience, email us at info@greenfox.io and tell us a little bit about yourself.

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