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10 Types of Digital Marketing Channels to Try [in 2022]

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10 Types of Digital Marketing Channels to Try [in 2022]


So you want to put online efforts and go digital for your business. But there are many types of digital marketing channels out there to choose from. Now what?

Your next step is to start your digital marketing efforts. The good news is, there are several types of digital marketing out there for you to check out and try.

The not-so-good news is, you don’t want to use all your energy trying to make all these channels work for you.

How would you decide which type of digital marketing channel is right for your business? Here’s our comprehensive list of digital marketing channels for you to learn, understand, and try:

  1. Organic search
  2. Website and Content
  3. Word of Mouth
  4. Email
  5. Podcast
  6. Social Media
  7. Paid Search
  8. Display Ads
  9. Mobile
  10. Video Marketing
  11. Key Takeaway

1. Organic Search


What do you do when you’re curious to know about certain topics? Where do you look for information about a specific product or service? You Google it, right?

One of the highest converting types of digital marketing channels is search engine optimization (SEO). SEO is a process of making your website rank better in search engines than your competitors.

Search engine optimization makes it easier for customers to find you. At present, there are over 99,000 Google searches done per second so it’s best that you make use of it to optimize your website and be visible in organic search.

But how can SEO make your product or service stand out from your competitors? How can you get more traffic to your website and get high conversion rates? Here are some of the SEO techniques you need to know:

  • Keyword research – this is the most fundamental process in SEO. We do this to determine which keyword will help you rank and get more organic traffic for your website.

However, keyword research is not as easy as it seems. If you want to have an in-depth understanding of what it can do for your business, especially if you have a new website, you can read more about it here.

  • Content – your website must have high-quality content. Why? Because not only it will drive readership from your customers, it will also help you stand out.

But how do you drive readership from your customers? It all boils down to your keywords. The more specific and relevant your keywords are to your business, the better.

In addition, when creating content for your website, don’t forget to add your keywords to your metadata. Meta Data provides Google with additional information about your website.

Meta Data includes your website’s URL or web address (Uniform Resource Locator), Title Tag, and Meta Description. Meta data lets search engines know what your website is about.

  • Linkbuilding – is another integral task in SEO. The goal of link building is to get links back to your website from either the same website (internal backlinks) or other websites.

Linkbuilding is getting more “referrals” into your website so Google will see you as reputable and authoritative. Links are a huge factor in how Google ranks you. In fact, it makes up your site’s page rank to 42%!

SEO Hacker has an in-depth post on how to build backlinks to your website. You might want to refer to it in case you want to try to do it on your own first.

A quick word though. It may seem easy to build links, but don’t be fooled. Link building won’t give you results overnight. It requires a process that’s painstakingly slow to grow your website’s presence.

The same goes for SEO in general. Not only does SEO takes a huge amount of time, but it also requires immense technical SEO experience to keep up with the search engines’ constant algorithm updates. Google must make these updates to provide its users with a better experience.

Fortunately for business owners, there are SEO and digital marketing services out there that can help. SEO Hacker is an SEO and digital marketing agency that provides the best quality service because of white hat strategies and ethical processes. If you want to know how your website’s searchability is doing, you can try our FREE SEO audit tool here.

2. Website and Content


An infographic from MineWhat shows that 81% of shoppers do their online research first before they make a purchase.

What does this mean for your business? Your website must not only be visible online, but it must also have high-quality valuable content for your customers.

Your website must have all the important information and credentials your customers need. The website and content have multimedia capabilities so you can add variety to educate, entertain, and persuade your visitors.

Some types of content you might want to create are blogs, videos, infographics, case studies, social media posts, e-books, and many others.

To make website and content work for your business, you will need a content strategy. A content strategy helps you outline and define your business’ identity and purpose.

Once you have outlined your content strategy, your next step is to do content marketing. Content marketing is where you will identify which type of content you will create and promote them to increase your website traffic.

Ultimately, your goal is to solve your customers’ pain points when they visit your website.

3. Word of Mouth

To me, nothing beats this most powerful type of marketing because it speaks volumes about loyalty and trust. It reflects how we serve our business partners with their digital marketing needs. In fact, I find this to be my favorite marketing strategy! Here’s why.

Nowadays, consumers rely heavily on what other consumers have to say about the brand. Consumers rely less on the brand’s paid advertising.

A study from Invespcro shows that word-of-mouth marketing drives five times more sales than paid media. In addition, consumers are more likely to trust and buy from a brand recommended by family or a friend over a brand employee.

Contrary to what the majority believe, WOM (word-of-mouth) marketing can also be done in the form of online customer reviews.

It’s likely you’ve done word of mouth at some point as well. When you meet with your friends and you can’t help but rave about a great product or service, that’s a word of mouth marketing already!

The key to achieving successful WOM is to create a top-notch experience and service for your customers.

4. Email


Contrary to what the majority of digital marketers say, email marketing is not dead. When you sign up for any social media channels or websites, what was the first information asked of you? Your email address, right?

Email marketing is still one of the most effective types of digital marketing channels to try. Don’t believe it?

Campaign Monitor shows that 64% of small businesses still use email marketing because it works for them. Not only it is easier than other types of digital marketing channels on the list, but it also offers several opportunities to promote your business.

But, what can you do with email marketing? You can promote your product or services without spending too much on ads! Another reason why email is another great channel is that it lets you build relationships, increase brand loyalty, and gain feedback from your email list.

If you’re going for email marketing, here are some strategies you can apply now:

  • Create catchy but relevant subject lines. It’s a challenge to stand out from the typical email noise out there, so it’s best that you come up with subject lines that are catchy, timely, but not too long to cut your pre-header short.

Be careful not to use clickbait subject lines or you’ll end up in the Spam folder.

  • Make your message more personalized and engaging. Do you still recall a time when you get snail mails from a friend or loved one? Were you excited? Were you looking forward to their next letter?

That’s how your email should read and feel like. Write your emails as if you’re talking to a specific person in mind. Engage your email list by sharing valuable information about your business or asking questions about how you’ve helped them solve their problem.

  • Segment your email list. Keep information relevant to your email subscribers by segmenting your list. It’s best to send different messages to people who clicked, purchased, viewed your product, or were inactive on your list.

Check out our updated comprehensive list of email marketing you can send out to your list.

5. Podcast


Since its launch in 2004, the demand for audio content has gone through the roof. In fact, 57% of the US population listens to the podcast, and the generation with the highest listener shares is the Millennials.

Statista also predicts that there will be 160 million podcast listeners in 2023. That’s a huge potential to meet where your audiences are.

But why you should look into podcasts? Podcasts are a great channel to interact with your audience. Podcast lets your audience listen to your episodes while they’re on a workout, on a morning commute, or on a coffee break. By doing so, you can be more conversational and show your human side to your audience.

If you want to join the podcast bandwagon but don’t know where to start, you may check out BuzzSprout’s step-by-step guide on how to start a podcast. Also, I host The Leadership Stack Podcast where we empower the world’s future leaders and invite feature like-minded professionals as our guests with our episodes.

6. Social Media

There are 4.62 billion people who use social media worldwide in 2022, and its purpose has significantly transformed over the years.

What used to be a platform to build personal connections has become something much more functional. Most B2Cs (business to consumer) invest in this digital marketing channel because customers spend most of their time there.

According to Data Reportal, there are 6 social media platforms that claim more than a billion active users per month. For this report, we’ll include Twitter, Facebook Messenger, and LinkedIn for your reference:

  • Facebook – 2.9 billion monthly active users
  • YouTube – 2.56 billion potential advertising reach
  • WhatsApp – at least 2 billion monthly active users
  • Instagram – 1.47 billion potential advertising reach
  • WeChat – 1.26 billion monthly active users
  • TikTok – 1 billion monthly active users
  • Facebook Messenger – 988 million potential advertising reach
  • Twitter – 436 million potential advertising reach
  • LinkedIn – 790.4 million monthly active users

LinkedIn is the most used and effective B2B (business to business) social media channel. In October 2021, LinkedIn has at least 790 million members which makes it a perfect channel to reach out to business-minded individuals.

As for the rest of the social media platforms, observe how some brands use it to interact with their customers in real-time. Your customers can like or comment on your post, which can help you decide which content gets more engagement.

At the same time, most social media platforms have chatboxes or direct messaging that either quickly answer your customers’ concerns or inquire about your product or service.

Social media marketing is very effective since it offers a two-way conversation between the brand and its customers.

The two most powerful trends marketers use when they interact on social media are influencer marketing and short-form video content.

If you want to get started on social media channels but are clueless about how to do it, this definitive guide is for you. We’ve outlined 12 easy-to-follow steps on how you can boost your social media presence.

7. Paid Search

Another popular word for paid search is search engine marketing (SEM). SEO and SEM aren’t similar in the sense that the goal of the former is to rank in organic search. The goal of paid search or SEM is to increase your website traffic with paid ads. You can make use of this digital marketing channel through Google Ads.

One advantage of paid search is it allows marketers to increase the business’ website traffic by putting a paid ad on top of the search results page. Paid ads are made to appear before the organic results. Look closely and you’ll find there’s an “Ad” label before your searched keyword.

Many digital marketers like paid search because it’s easy for them to create targeted ads. You can easily create ads based on users’ searched keywords and location. It lets you create ads based on your targeted demographics as well.

You can outdo your competitors and step up your game with paid search. If you have a new website and you want to rank for desired keywords in no time, then this digital marketing channel might be for you.

You can either do this on your own or work with a digital marketing agency to save time. Be sure to look for an agency that’ll help you earn numerous times over every click you spend.

8. Display Ads

Display ads are another great way to attract the attention of your potential leads, increase awareness about your business, and convince your audience to take action.

These ads are usually in the form of image, text, or video ads that entice the audience to click through to a landing page and make a purchase.

You can tell the difference between a regular personal post on your social media feed and a display ad when you see a gray text that says “promoted” or “sponsored”.

Unlike paid search, display ads aren’t targeted. With this digital marketing channel, you can reach a larger audience with a wider reach.

Ideally, the goal of display ads is to retarget your audience. In the event that customers visit and leave your website and you want them to return, display ads encourage this.

Display ads come in different forms:

  • Banner ads – is a traditional form of a display ad. It usually appears as a banner at the top of the website.
  • Video ads – these ads are usually found on YouTube, Facebook, and Instagram. Video ads allow you to reach and connect with your audience on a personal level by telling engaging stories. The length of your video ads doesn’t matter but be sure to make it light and engaging.
  • Rich media – this ad is video, audio, and clickable engaging elements combined. This ad offers ways to interact with the audience.

9. Mobile

If you haven’t thought about reaching your potential audience via their smartphones yet, now’s the time to do so.

According to GSMA Intelligence’s latest data, there are now 5.31 billion unique phone users around the world. In addition, unique mobile users are still growing at a rate of 1.8 percent every year.

Furthermore, the rise of voice search on mobile continues. What does this tell you as a business owner?

You have to make yourself visible on mobile devices such as smartphones and tablets. To do this, you may utilize the following mobile marketing strategies:

  • SMS – never underestimate SMS’ (short message service) potential. You can keep your customers updated about your product or if you have any ongoing promotions.
  • Mobile-based app – 80% of mobile users spend more time on different mobile apps, but it doesn’t necessarily mean you have to build your own mobile app.

It’s true that mobile apps are nice to have in businesses. However, you can still promote and create mobile ads that show within third-party mobile apps. Google AdMob lets you create ads not only in mobile apps but also in display ads like rich media, video, and text interstitials.

  • QR codes – QR (Quick Response) codes encourage mobile phone interaction and engagement. It helps businesses provide more information about their product or service to their customers’ mobile devices in a jiffy.

Also, QR codes can be added to brochures, posters, billboards, or any advertising material to provide mobile users with more information about your product or offer.

  • Instant messaging – it’s easy to sign up for WhatsApp, Facebook Messenger, WeChat, and Viber accounts. If you want to get in touch with your audience and respond to them in a flash, instant messaging is the way to go.

10. Video Marketing

Still on the fence about where to put your online efforts for your business? You should consider video marketing.

Gone are the days when creating videos for your business is just an option. If you want to be relevant, it’s imperative you dive into it! Nowadays, people are more likely to watch video content from a company they support.

What this also means is that video content helps increase your open and conversion rates, improve your ROI and help nurture your relationship with your customers.

A survey conducted by Statista showed that 60% of their respondents watch YouTube multiple times a day. On the other hand, 54% of their respondents engage with TikTok more than twice per day.

So, which type of video content should you create? You can do the following:

  • Instructional or How-To Video – this is one of the best ways to provide your audience information or knowledge about your product and understand how it works.
  • Explainer video – this is perfect for products or services with technical concepts. You may also create animated videos to explain in a simple format how your product or service works.
  • Live video – this video format proves to be the most engaging type. It encourages audiences to interact by asking questions in the comments section in real-time.
  • Brand video – ideal for sharing your brand’s vision and mission, or for showcasing your brand’s products or offer.
  • Testimonial video – the best type of user-generated content ever! You don’t have to put a lot of marketing effort into this because your customers will do the market for you.
  • Product demo video – this is where you showcase your product’s benefits and features. This type of video should be comprehensive to provide the best user experience.

The best digital video channel to start with is YouTube. Not only because it has one of the largest audience reaches, but also because it’s the internet’s second-largest search engine.

YouTube helps you cast a wide net for search traffic, so if you’re not doing YouTube yet, you’re missing out on a lot. If you want to dive deep into how YouTube can help improve your overall presence and improve your SEO, here’s our definitive guide to YouTube SEO.

However, if you want to showcase your creative marketing side and create short-form videos on TikTok, check out our post about TikTok SEO. Here we discussed why TikTok is an ideal venue for product promotions and what Google is doing to make TikTok videos appear in organic search.

Key Takeaway

It is now easier to grow leads and increase sales with so many types of digital marketing channels available. This isn’t to say you should utilize every digital marketing channel discussed here.

This also doesn’t mean you should only focus on one digital marketing channel. In order for any of these channels to work wonders for your business, you need a well-thought-out marketing strategy in place.

I also noticed how omni-channels work wonders for brands nowadays. If you want to stay ahead of the game and keep abreast with your customers’ needs, it’s important to leverage more than one to three marketing channels. Include that in your marketing strategy so you can stay competitive.

 



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An In-Depth Guide For Beginners

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An In-Depth Guide For Beginners

Every month, 2.98 billion people around the globe open up their laptops or smart devices and navigate their way to Facebook.

That’s roughly a quarter of everyone in the world, visiting the same social media platform, every single day.

Mark Zuckerberg likely didn’t imagine such astounding reach in his wildest dreams when he launched the first iteration of what would become the world’s most popular social networking site in 2003.

These days, nearly everyone uses Facebook, and it’s become as much a part of daily life as watching television.

For marketers, this means a massive opportunity to reach and engage with new audiences.

But you can’t just set up a company page and hope to attract millions of followers. You need a plan to capitalize on these opportunities and make the maximum impact.

If you’re a Facebook marketing beginner, this may sound like a daunting task, but don’t worry – it’s easier than you think.

Continue reading for an in-depth guide to Facebook marketing that you can use to get started right away.

What Is Facebook Marketing?

Facebook marketing is the process of using the social media platform to promote your business to potential buyers.

There are a variety of ways to do this, both paid and organic.

Paid Facebook marketing means using advertising campaigns within the platform to target people on the site and ideally, convert them into customers.

Organic marketing on Facebook occurs when you post content that your targets will find valuable, with the goal of increasing your following and engaging with your audience.

Why You Should Be Marketing On Facebook

If nearly 2 billion potential customers using Facebook didn’t entice you to create your own business profile, maybe this will: There are currently more than 200 million businesses already using Facebook’s free tools and apps.

And, of those, more than 3 million are actively advertising on the platform.

That means there’s a good chance your competition is already using this social media site to grow their business.

And if they’re not, jumping on board now will give you a serious edge over them.

So, with no further ado, let’s get started.

How To Set Up Facebook For Business

The very first thing you need to do to launch your marketing efforts on Facebook is to create a page for your business.

It’s free to set up and gives you a place for people to like or follow you. It also gives you a chance to engage with your customers (and potential customers), and share content with them via posts.

In your web browser, go to facebook.com/pages/create and select the category that best describes your organization. For most people, that’s going to be “Business or Brand.”

You’ll then be directed to a page where you can enter your brand’s name, select the category your business falls under, and add bio information.

If you’re a bit stuck on what to include in your bio, don’t worry – you can always change it later.

You’ll also have an opportunity to add a logo and cover image – again, don’t worry, these can be changed.

Next, you’ll be able to claim your unique URL, which will likely be something along the lines of facebook.com/TheNameOfYourBusiness.

The next step is an important one: editing your page info.

Make sure you provide all relevant details including your address, service hours, and other details customers and prospects might be looking for.

Congratulations – you’ve just created your Facebook business page. Now, it’s time to figure out how to use it for marketing.

How To Build A Facebook Marketing Strategy

As you probably already know, Facebook makes its money via advertising revenue. As such, it has made it simple for even the most technologically inept person to use it for marketing.

And this includes offering free information on how to create your own social media strategy.

You can read that helpful guide at your leisure, but for now, let’s break it down into eight steps:

  • Set your goals – What do you hope to accomplish via Facebook marketing? Facebook has three marketing objectives: awareness, consideration, and conversion.
  • Identify your audience – How old are they? Where do they live? What is their level of education? How can your offering solve their problem? Facebook lets your market with remarkable precision, so the more information you have on your targets, the better.
  • Plan your content – Decide what kind of things you’ll post. It could be industry news, behind-the-scenes pictures, or promotions – get as creative as you like. Just make sure you’re planning content your audience will like.
  • Create a content calendar – Decide when you will post specific pieces of content. Be as accurate as you can, right down to publishing time, because there will likely be times when your audience is more active.
  • Create your content – It’s time to put step three into action and create engaging pieces. Read this article for tips on keeping your content interesting and relevant.
  • Explore Facebook’s free tools – Facebook has several options for sharing content, including text, image, and video posts, as well as Stories and live streams.
  • Determine how you will use ads – You have multiple options for advertising on Facebook. We’ll go into them in more detail in the next section so you can choose what’s right for your needs.
  • Add the Facebook Pixel to your website – Don’t forget to add the tracking code to your website to collect data, enable retargeting, and track conversions.

Types Of Facebook Posts For Marketing

Facebook offers incredible flexibility when it comes to marketing, with numerous post and paid ad options.

Let’s first dive into the posts.

Facebook Marketing Post Types

The type of post you use when marketing on Facebook will depend on what you’re hoping to accomplish. Some of the more popular are:

  • Text posts or status updates – these are a great way to initiate conversations, share information, and educate your followers.
  • Photo posts – A great way to capture attention, images are useful for attracting new customers.
  • Video posts – Videos are a great way to engage with your audience and encourage interaction.
  • Facebook Live – Use the platform’s live streaming capabilities for product demonstrations, answering questions, or interacting with your followers.
  • Link posts – Use posts with direct links to your external website or blog. They include an automatic preview.
  • Stories – Just like Instagram Stories, Facebook Stories are great for building engagement without disrupting your followers’ feeds.
  • Pinned posts – Stuck at the top of your page, these are great for maximizing the reach of top-performing posts or relaying critical information, promotions, or events.

Once you have your business page set up and you’ve begun sharing content, the next phase of Facebook marketing is to venture into paid ads.

Facebook Ad Types

At the moment, there are four main types of ads on the platform:

Image Ads

Screenshot from Facebook, January 2023

These are static ads in JPG or PNG format. They should include a headline of up to 40 characters and the main text of 125 characters.

You also have a link description area which should be used for a clear and succinct CTA.

Image ads are easy to set up and work well for driving traffic to your website.

For a list of best practices for this ad format, click here.

Video Ads

Facebook Marketing: An In-Depth Guide For BeginnersScreenshot from Facebook, January 2023

Facebook video ads are a great way to boost your brand and don’t require expensive recording equipment or software. You can record these spots using your phone and there are a number of free editing apps that can help you.

Video ads can be placed in-stream (the short commercials that are shown before a video your target wants to watch), in-feed, or in Stories.

As a general rule of thumb, they should be under two minutes long and have an attention grabber within the first three seconds.

For more video best practices, click here.

Carousel Ads

Facebook Marketing: An In-Depth Guide For BeginnersScreenshot from Facebook, January 2923

Carousel ads combine multiple videos and images into a single ad, which is a great way to improve your chances of conversion.

They tend to work best for ecommerce brands, as they allow you to showcase multiple products or angles of a single product in one ad.

Ideally, these should point to a purpose-built landing page.

Here are some other best practices offered by Meta.

Collection Ads

Facebook Marketing: An In-Depth Guide For BeginnersScreenshot from Facebook, January 2023

Collection ads are another way for e-commerce brands to showcase products but are more similar to image ads than carousels.

You are restricted to a 40-character headline and a 125-character primary text.

Read about collection ads best practices here.

Which Goal Should I Focus on For Facebook Marketing?

The type of marketing that will work best for your brand depends on your goals.

As was mentioned previously, Facebook has three objectives that correspond with the top, middle, and bottom of the sales funnel, respectively:

Awareness

Facebook has two awareness objectives to help you expand your reach and generate interest:

  • Brand awareness – Used to entice a new audience or keep your brand top of mind. This usually results in little audience action.
  • Reach – Designed to reach as many people as possible within your ad budget.

Consideration

Consideration lets you choose from six objectives:

  • Traffic – Choose this objective when you want to increase the number of visitors to your external website.
  • Engagement – This is used to encourage people to like and comment on your posts, or respond to event invitations.
  • App promotion – Used to drive downloads of your app in Google Play or the App Store.
  • Video views – If you’re showcasing your brand or highlighting a unique value proposition (UVP). It’s also a good way to lay the groundwork for future retargeting.
  • Lead generation – Collect information about your customers and add them to your sales funnel.
  • Messages – Use this when you’re seeking to start conversations around your brand.

Conversions

Conversions lets you choose from three objectives:

  • Conversions – This could be making a purchase, signing up for a newsletter, or taking any other action.
  • Catalog sales – By connecting your e-commerce store with Facebook Ads, you can promote products from your catalog.
  • Store traffic – Use this to drive traffic to your physical location by targeting nearby potential customers.

Once you have determined your objectives, you can determine which format will work best to help you accomplish your goals.

From here, you’ll need to determine your budget and schedule. You can opt for either a daily or monthly budget, with the option for an end date for time-sensitive promotions.

Next, you’ll choose your audience – a process we’ll dive into in the next section – and select your placements.

If you’ve never placed ads on Facebook before, you will probably be best served by selecting Automatic Placements, which will allow the social media platform to determine where you’re likely to get the best results.

If you know what you’re doing, you can customize your placement and select things like device type and operating system.

When Not To Use Facebook Ads

There’s no question that running Facebook ad campaigns can be extremely beneficial. But it’s not a magical sales multiplier.

In fact, in some situations, it can be a complete waste of money – and Facebook Ads can be quite costly.

Here are some situations when you should not use Facebook Ads:

  • You’re unclear on your targeting – Nothing will blow through your ad spend faster, and with less to show for it, than going after the wrong demographic.
  • You’re not using your metrics – As with every marketing campaign, your Facebook Ads should be subject to measurement and A/B testing to find the optimal placement and format.
  • You don’t have anything worth sharing – To get engagement, your ads need to be compelling. It could be a unique product, a special event, or a sale, but people need a reason to click your ads.
  • Your landing page and ad are disconnected – If you’re promising one thing in your Facebook Ad and then delivering something different on your website, people will not follow through with your CTA.

Using Facebook Analytics

Facebook’s biggest value to marketers lies in its analytics capabilities via Facebook Insights.

To access it, go to your Page Manager and click on Insights.

You’ll be presented with quite a lot of data, created using a default range of 28 days. You can change this as needed.

The first thing you’ll likely want to check is the Overview tab, which will tell you how your page is performing. This gives you key metrics about your page and your most recent posts, and compares you to similar pages.

Use the Likes tab to see the averages, growth, and source of your likes to help you understand how your page is performing.

The Reach tab tracks how many people have seen your posts, their reactions, comments, and shares, as well as how many have hidden them or reported them as spam.

Page views help you identify where your traffic is coming from and how many views your posts are receiving.

Under the Actions of Page tab, you’ll get a report of what actions visitors took on your Facebook page, as well as demographic information on the people who clicked your phone number or website or took another action.

There are also separate tabs to tell you how your posts, events, and videos are performing on the platform.

The People tab gives you information about who saw and engaged with your posts or page. It gives you data on your fans, as well as reach and engagement numbers.

The Messages tab tracks Messenger analytics, including response time, while Promotions gives you an overview of recent sales and promotions.

Branded Content lists your mentions from Verified Pages (those with a blue checkmark).

Finally, there’s the Local tab, which while not relevant for strictly online businesses, is extremely valuable for any company with a physical location.

It gives you information about the foot traffic in your area, as well as demographic information about these people and the number of people nearby who saw your ads.

How To Create Great Facebook Campaigns

There is no question that Facebook can be an excellent marketing tool for virtually any organization.

But if you don’t pay attention to what you’re doing, it can also be an easy way to blow through your advertising budget in no time.

To ensure your Facebook marketing campaigns give you the biggest bang for your buck, here are some key takeaways to keep in mind:

  • Identify your audience and write to it – Keep your posts only as long as is required to persuade a target. Keep your ads within specified limits. Keep your CTAs short and to the point.
  • Don’t take a “one-size-fits-all” approach – Facebook allows you incredible targeting options. Use them. Highly targeted ads are going to perform much better than those that take a scattergun approach.
  • Have a good offer – Even the best copy and image can’t overcome a bad offer. Make sure you’re providing something people want.
  • Connect your visuals with your copy – Copy should reinforce your images and videos and vice versa. Make sure yours does.
  • Refine your strategy – You’re not going to get everything perfect for your first, second, or even hundredth Facebook campaign. In fact, there are no perfect campaigns. That means you should always be working on your strategy and content, striving to find something better.

More resources:


Featured Image: Production Perig/Shutterstock



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7 Essential Tips & Tricks You Might Not Know

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7 Essential Tips & Tricks You Might Not Know

It may not look like one of the fancy, paid SEO tools you’re used to logging into, but Excel remains one of the most versatile and powerful tools in an SEO professional’s toolbox.

You can use Excel to track and analyze key metrics such as rankings, website traffic, and backlinks.

Use it to create and update meta tags, track and analyze competitors’ SEO strategies and performance, build automated reports, and take care of many of the data tasks you’ll encounter every day.

Combine your Excel knowledge with Python, Tableau, R, and other tools, and there is nothing you can’t do.

If you’ve never worked with data before, you’ll find Excel has a bit of a learning curve, but you can use it right from the start. And it’s flexible enough to scale and grow as your site grows.

Why Excel For SEO Tasks?

While many paid tools can help you do the same tasks, Excel is a fantastic option to enhance, combine, or replace those tools.

  • It’s affordable and comes with a range of tools you already use.
  • There are a ton of resources and courses to help you learn.
  • Easily handles large amounts of data.
  • Sorting and de-duplicating – a feature often missing when you need it.
  • Create and manage databases with simple formulas.
  • Data ports easily to other tools and is available for other tasks.
  • Pivot tables and smart charts.

1. Combine Multiple Data Sources

You will often find yourself having to merge data from multiple sources.

This is intuitive and quick in Tableau, Python, or R, but you can do the same in Excel using Power Query.

There are a few steps to this process, but it’s not as complicated as you might think – even if you are new to working with data or Excel.

Power Query has automated and simplified tasks that required a lot of time and skill.

And it is probably THE best Excel feature for business and SEO professionals.

Seem a bit daunting? Don’t worry. There are several courses and tutorials on YouTube to get you started.

What It’s Good For:

  • Building reports.
  • Analytics and sales data.
  • Combining data sources to identify opportunities and gain insights.

2. Data Cleaning

Much of your time is lost simply preparing data for analysis. It doesn’t have to be that way.

Large lists are often larger than they need to be. Finding and manually removing all the duplicates, however, can be a serious pain.

Excel can do this instantly for you. Simply go to the “Data” tab and click “Remove Duplicates.”

Screenshot from Excel, January 2023.

Unwanted spaces and blank lines tend to cause havoc with many tasks, formulas, and statistics.

Excel will remove them for you simply by going to Edit > Find > Go To. Select “Special,” “Blanks,” and tell Excel how it should handle them.

“Convert text to columns” can be a lifesaver, especially if you’ve received data where the addresses or names are all in the same cell or you need to extract domains from email addresses.

Go to Data > Text to Columns. Then, indicate what to use for Delimiters (comma or space) and preview the results. When you’re ready, click “Next,” choose a destination, and click “Finish.”

When To Use It:

  • Data analysis.
  • Data processing.
  • Processing and cleaning lead databases.
  • Working with any data.

 3. Power Excel With Add-On Tools

Some of the more complex tasks, such as crawling, require a bit of coding knowledge.

If you don’t have that in your skillset, however, there are tools you can download, integrate with other tools, and add on.

Power Excel With Add-On ToolsScreenshot from SEOTools, January 2023.

SEOTools offers off and on-page SEO tools, integrations, connectors, spiders, and several other tools that make it easy to customize your Excel and create custom projects.

SEOGadget brings the power of Moz, Grepwords, and Majestic to Excel.

Analysis ToolPak is for serious data analysis. This add-on improves and automates in-depth statistics, perfect for forecasting, trending, regression analysis, and more complex data analysis tasks you might otherwise perform in R or Python.

When To Use It:

  • Reporting.
  • Regular data analysis.
  • Presentations.
  • Integrating and coordinating with other teams.

4. Infographics And Charts

Data is useless if you can’t understand it.

In fact, data visualization and storytelling are likely some of the most important skills you can have. This is where tools like Power Query and PivotTables come in.

Built right into Excel, pivot tables are the other valuable tools you have for this purpose.

However, instead of just creating a straight pivot table and a related chart, save yourself some steps by creating a master “template” first that you can then replicate as needed and adjust to suit your needs.

Excel pivot tables for reportingScreenshot from Excel, January 2023.

In many instances, however, you will need to work with dates or segments of the data. For that, you’ll want to enter splicers and timelines.

  • To splice data into segments: Select the pivot table and go to PivotTable Tools > Analyze > Filter > Insert Slicer. Then, simply input how you would like to segment the content (e.g., by product or topic).
  • To utilize timelines: Click the pivot table’s tools option, go to Analyze > Filter > Insert Timeline. Once there, you can choose what you’d like to use, style it, add captions, and more.

If you’ve never used Excel’s PivotTables before, a short tutorial will have you on your way to analyzing data in no time.

Still want a little more? Make your reports, social media, and updates even better by upping your data visualization game with add-ons like People Graph.

When To Use It:

  • Reporting.
  • Daily updates.
  • Surface data analysis.
  • Team collaboration and integration.

5. Automate Common Tasks With Macros

SEO, particularly agency SEO, is full of repetitive tasks like weekly reporting that consume much of your time. Excel’s macros are the answer. And they’re really easy to use.

Under the “View” tab, click “Macros” and “Record Macro.”

Automate Common Tasks With MacrosScreenshot from Excel, January 2023.

Fill out the details.

The macro is now recording. So, simply walk through the steps that you’d like to automate. And when you’re done, go back to the ribbon and stop the recording.

When you’re ready to run the automation, go to the macro button in the ribbon, click “View Macros,” and select the desired macro from the list.

If you have some macros that you use more often than others, you can add them to the Quick Access Toolbar.

When To Use It:

  • Sorting.
  • Calculations.
  • Reformatting data.
  • Setting up new site documents or new pages for reports.

6. Easily Import Feeds And Data Into Excel

If you use Google Alerts or publish frequently, automatically importing feeds into Excel can be a huge time saver.

To start, simply grab the RSS feed address. (Or, create an alert for Google Alerts and have them delivered as an RSS feed.)

Importing rss feeds into google sheets for excelScreenshot from Google Sheets, January 2023.

Then, go to Google Sheets and use the IMPORTFEED function to bring the updates straight into a spreadsheet.

Alternatively, you can add the information to separate columns.

Importing rss feeds into excel through google sheetsScreenshot from Google Sheets, January 2023.

From here, you can regularly download and import the data into Excel, combine it with other related data, or integrate it into your custom dashboards.

If you need something a little more automatic, use Google Apps Script or one of the add-ons available to automate the process.

Want a little more data behind your reports? You can scrape and import Google Search Results into Excel, too.

7. Backlink Analysis

To analyze backlinks with Excel, collect backlink data with tools such as Ahrefs, Majestic, or Google Search Console.

Then, import it into Excel and use it to analyze your backlinks in a number of ways:

  • Who links to you: Use Excel’s sorting and filtering tools to filter the data and use the IF function: IF(logic, true_value,[false_value]) to sort and identify domains linking to you.
  • What do people link to: Sort and filter to see the anchor text used most often for your backlinks (using frequency/count).
  • When did people link to you: Organize the data by date to see how old your links are and when most of your backlinks were acquired.

Find trends or patterns in your backlink profiles with pivot tables, groups, charts, and graphs by combining your backlink and sales or conversion data.

Highlight specific data based on certain conditions with conditional formatting. This makes it easy to spot backlinks from high-authority websites or backlinks with specific anchor text.

Summary

Many people overlook Excel either because they think it’s too basic to be of much use. Or it looks too intimidating or daunting to learn.

But those of us who use it understand just how powerful it can be and the unlimited possibilities it provides.

Hopefully, these tips will help you craft better strategies, find new opportunities, and tell your story with better reports and dashboards.


Featured Image: Paulo Bobita/Search Engine Journal



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12 Great Link Building Tools That Are Essential To Your Success

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12 Great Link Building Tools That Are Essential To Your Success

Link-building strategies, along with SEO tools, have certainly changed over the years.

Since the old automated link-building tools that automatically placed content like KontentMachine or GSA’s Search Engine Ranker, modern tools have moved to manual research and outreach platforms.

Tools that many of my link-building colleagues and I use today look more like ones used for public relations (PR) rather than link-building. However, there are still tools specific to link building that aren’t going anywhere.

These can be divided into four categories:

  • Link research.
  • Prospecting and outreach.
  • Reporting.
  • AI-powered tools.

Emerging technologies powered by AI can make the link-building process easier.

Link Research Prospecting And Outreach Reporting AI-Powered Tools
1. Majestic

Excellent for identifying the types of domains you should generate links from.

3. Pitchbox

Combines email outreach with SEO metrics.

8. Agency Analytics

Connects a variety of performance metrics.

10. Link Whisperer

Good for internal linking efforts.

2. Ahrefs

Provides useful reports to analyze trends.

4. BuzzSumo

Use to identify authors and sharers/backlinkers.

9. Cyfe

Customizable but automatic reporting.

11. Postaga

Find opportunities and initiate outreach.

5. Hunter.IO

A browser extension that helps you find contact information.

12. CTRify

WordPress plugin that generates content.

6. BrightLocal

Submit and manage citations.

7. HARO

Link Research Tools

Link research is vital to figuring out what type of sites you should be approaching. This includes establishing quality criteria, categories of sites, authority metrics, and others.

Majestic and Ahrefs are two research tools that provide large databases and robust reporting.

I’ve included both of these sites as I constantly see each having data that the other doesn’t.

You may find some links to your competitors’ sites in Majestic that aren’t listed in Ahrefs and vice versa.

These tools can be used together to build a comprehensive list of sites to analyze. As with many SEO tools, the pricing depends on how many features your team needs.

1. Majestic

  • Pricing: $49.99 per month with one user for the ‘Lite’ package. $99.99 per month for the “Pro” package, which they recommend for SEO agencies and consultants.
  • Payment options: Monthly or receive a discount for an annual subscription.
Screenshot from Majestic, January 2023

Here are some recommendations on using it and what reports should influence your link-building.

  • Topics: This data can be used to identify the types of sites you should be generating links from. Consider running this report on the link profiles for top-ranking sites, then finding sites that fit into similar categories.
  • Referring Domains: Use this to evaluate the number of unique domains you should focus on building for your site. This also offers a look into the trust/citation flow distribution (count of domains by trust/citation flow).

2. Ahrefs

  • Pricing: $99 per month with only one user for the ‘Lite’ plan. $199 per month for the “Standard” plan.
  • Payment options: Monthly or receive a discount for an annual subscription.
Ahrefs toolScreenshot from Ahrefs, January 2023

In contrast to Majestic, Ahrefs has some reports that are much easier to run inside the tool. It certainly costs more, but if you want more data, then Ahrefs is the right choice.

Here are reports to use in Ahrefs over Majestic:

  • Pages > Best by links: Two useful applications of this report are:
    • Identify competitors’ most linked content to influence your content strategies.
    • Identify the type of sites that link to the content you will produce.
  • Pages > Best by link growth: This is a “trend” report providing content that has been generating links over the last 30 days. Find content here that is receiving a rapid number of links and create more robust content.

Prospecting And Outreach Tools

Finding highly relevant sites that may link to your content is the most excruciating part of link building.

You can create a large list of sites and bulk outreach to save time, but when evaluating your link-building success on links gained per hour and the quality of those links, it’s best to handle prospecting manually or in a semi-automated approach.

I’ll go through five tools, Pitchbox, BuzzSumo, Hunter.io, BrightLocal, and HARO.

These tools can be used for the most popular link-building strategies.

3. Pitchbox

  • Pricing: Averages $500+ per month.
  • Payment options: Prices are dependent on an individual walkthrough with Pitchbox.

Pitchbox is one of the pricier tools on the market compared to email tools like MailChimp, but integrated prospecting helps reduce the time to qualify sites.

The prospecting sites list builder and SEO metrics integrated right into the opportunities report make the tool stand out.

PitchboxScreenshot from Pitchbox, January 2023

4. BuzzSumo

  • Pricing: $99 per month for the “Pro” package. $179 per month for the “Plus” package. There’s a pared-down free version with limited searches per month.
  • Payment options: There is also a free version with limited features.

This is an excellent tool for building lists of blogs, influencers, and authors. Out of all the prospecting tools on the list, BuzzSumo has the best filtering options.

You can use the tool for a lot of purposes, but for link building, these are two effective use cases:

  • Identifying authors: The content research and influencers sections provide lists of authors/influencers that are searchable by keywords in the content they shared or produced. One fantastic use for this is to search through the “most shared” report and find influencers that received more than 2,000 shares of their content, then outreach to them to share yours. This can yield a lot of natural links.
  • Identifying sharers/backlinks: The second use goes a layer deeper than the first, finding those that have shared the content. Pull a list of shares or backlinking websites by content, then create similar but better content.
Buzzsumo platformScreenshot from Buzzsumo, January 2023

5. Hunter.io

  • Pricing: Starts at free. The first two upgraded packages are $49 per month and $99 per month.
  • Payment options: Free for 25 monthly searches up to $399 per month for 30,000 searches.

This browser extension finds email addresses for easy contact options.

It helps cut down on time spent sifting through About pages. You can also take it a step further and use the tool for outreach.

Hunter.ioScreenshot from Hunter.io, January 2023

6. BrightLocal

  • Pricing: $29-$79 per month, depending on package size.
  • Payment options: You can also pay for the citation builder, reviews, or enterprise.

Citation building is important for local SEO and should be considered a link-building project.

One of the tools with the best value for submitting and managing citations is BrightLocal.

There are two components: citation monitoring and citation building. The tool also allows you to figure out how you’re ranking based on the local competition.

BrightLocalScreenshot from BightLocal, January 2023

7. HARO

  • Pricing: Starts at free. The first paid plan is $19 per month, which adds alerts and search functionality.
  • Payment options: The free options offer media options delivered to your email three times a day and up to $149/month for premium.

While this tool is traditionally used in the journalism world, it can also help link builders. It connects you with credible sources and allows you to build natural backlinks.

HAROScreenshot from HARO, January 2023

Reporting Tools

Although many of the tools in the previous section have reporting functionality built in, I’ve found them lacking in custom reporting or the ability to associate links to ranking performance.

These tools solve that issue; AgencyAnalytics and Cyfe.

8. Agency Analytics

  • Pricing: $12 per month, per campaign. $18 per month per campaign for custom reporting features.
  • Payment options: Pay annually to save money.

Agency Analytics automatically populates the dashboard with data from Moz and Majestic and connects that data to critical performance metrics, like ranking and organic traffic.

Qualified traffic that converts to leads or sales is the purpose of link-building and SEO efforts, so reporting needs to make a connection between them.

Agency AnalyticsScreenshot from Agency Analytics, January 2023

9. Cyfe

  • Pricing: $19 per month for one user, with higher tiers for more users.
  • Payment options: Unlimited users for $89/month.

This tool can be built out as a hybrid between Google Sheets and Agency Analytics, meaning it’s very customizable but can also automatically and easily aggregate data from multiple sources to create a meaningful report.

CyfeScreenshot from Cyfe, January 2023

AI-Powered Tools

AI-powered tools can significantly simplify otherwise complex and time-consuming tasks. Remember that some of your processes will require a human touch, so always evaluate how performance is impacted when integrating AI into your processes.

The following tools, Link Whisper, Postaga, and CTRify use AI to discover opportunities and automate processes.

10. Link Whisper

  • Pricing: $77 per month for one site, with additional plans for more sites.
  • Payment options: One to 50 site licenses.

Link Whisper is useful for internal link building.

AI technologies offer automatic link suggestions as content is produced. It can also help you recognize old content that needs more links directed to it.

The tools also automate links based on keywords and offer internal link reporting. It’s pretty all-inclusive and can help speed up internal link-building automatically.

Link WhispererScreenshot from Link Whisperer, January 2023

11. Postaga

  • Pricing: $84 per month for one account with five users. $250 per month for 30 accounts with unlimited users.
  • Payment options: Save by paying annually.

Postaga does everything from finding opportunities to initiating outreach.

AI comes into play with the outreach assistant, which finds relevant information from influencers to include in emails. You can also enter your domain into the tool to find relevant campaign ideas.

PostagaScreenshot from Postaga, January 2023

12. CTRify

  • Pricing: A free version. $197 or $497, depending on the plan.
  • Payment options: Single payment.

CTRify is a WordPress plugin that is great for content creation.

All it takes is a single keyword, and the AI creates the content you need for a specific campaign. You can then automatically publish the posts – it doesn’t get much simpler than that.

CTRifyScreenshot from CTRify, January 2023

Conclusion

I’ve curated this list with the intent to offer a tool for every reader, providing enterprise-level affordable solutions and highly technical tools.

There is diversity in the available tools, and you will need to select the right one for the job.

You don’t need to have a $1,000 monthly tool budget to be a link builder, but all of the tasks will take time. Allocating your time and budget in the right combination improves business outcomes.


Featured Image: Paulo Bobita/Search Engine Journal



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