Tag Archives: seo

Are you leveraging retargeting marketing wisely?

social-media-advertising-facts-infographic-2014An ideal situation for business owners is when buyers visit the website and register expecting a sales executive to get in touch. The sales rep later contacts the visitor and converts him/her into a customer. But unfortunately, such a linear process seldom happens with visitors who browse websites and then leave for an alternative option only to return months. Now, there is this new concept, retargeting marketing, that is being used by digital marketers very commonly to redirect one-time visitors to their websites again and the results have been great.

So what is retargeting marketing?

98% of visitors who visit your website leave without converting. You can use retargeting marketing to convert these visitors. It is a form of marketing through which you target users who have previously visited your website with banner ads on different networks across the web. In this, a small code is added to the landing page (or website) controlled by the marketer or publisher, which places a cookie in each visitor’s browser, adding them to an audience list in retargeting. That audience can now be retargeted with a specific campaign aimed solely at them.

Retargeting marketing is has target customers. B2B companies are often the best candidates for retargeting. But then, it is ideally for site that fails to have a 100% conversion.

Why should one use retargeting marketing?

Retargeting has emerged as a very powerful marketing tool especially for performance driven markets. There are various reasons why it is so important these days:

  • You get a second chance to convert a visitor: The interesting thing about retargeting is that you are targeting potential customers who are already aware of your brand as they have visited your website earlier. These customers will know about your products and services and are more likely to get converted into customers through continuous persuasion.
  • Create your own data mine: If you already have a continuous flow of one-time visitors to your site, then leverage that and create your retargeting list. It complements SEM and SEO efforts to a large extent. This enables you to keep a track on the visitors who would have otherwise gotten away.
  • You can create a recognizable brand through retargeting: Through retargeting, people get to see your ads everywhere that gives the impression that your brand has a big ad campaign running. This itself is enough to create a lasting impression on a potential customer’s mind and goes a long way in creating brand awareness that enables easy brand recognition. It acts more than just a conversion focused tactic.
  • Cost effective: Retargeting marketing gives a great return on investment making it a very cost effective method of marketing. Many people consider retargeting to be the one of the top tactics in display advertising when it comes to ROI. Also, the engagement is typically higher because of increased level of targeting.

Choosing the right channel for retargeting

There are plenty of channels these days online that you can retarget potential customers through. This will again depend on the kind of business you have and the kind of customers you want to convert. You can use third party platforms like: PerfectAudience, AdRoll, Retargeter, Bizo, and a few others or you can retarget through the social media channels like: Facebook, Twitter, LinkedIn and so on. The ads will vary according to the channels you choose and there are certain advantages and disadvantages of each. For most products and services, social media channels works well as more people are likely to be reached through these platforms. Here the interactions are more too and hence the chances of being talked about is more.

Takeaways of retargeting marketing

Usually a brand gets one chance to make an impression but with retargeting, it is more than just one. Retargeting can be incredibly effective for advertisers who put the time in to manage and optimize spending effectively. You don’t have to worry about competition like with many other channels, you control every piece of this channel, and you have unlimited options on how to utilize it.

In the highly competitive world of digital marketing, you want to utilize every advantage possible and maximize the value of each of the visitors you drive. In the case of retargeting, you are leveraging your own first-party audience data, which, as we’ve discussed before, is the most valuable type of audience data.

At Unspun , we help our customers retarget their one-time visitors through different channels.

8 Tips to Make your Press Release SEO-friendly

seo_press_releaseThousands of press releases are distributed every day. In today’s internet age, the need to make them SEO-friendly is paramount. Here are some tips on how to do just that.

 

Don’t use jargon. You need to use keywords that get searched and found on the net, but don’t use jargon. If someone from another industry cannot understand your press release, well, then it’s time to rewrite it.

Use keywords Liberally sprinkle those keywords that get you ranked high up in search engines. That should do the trick.

Hotlink and bold critical words and phrases Use hotlinks to provide additional information and make bold the key phrases and words.

Research free SEO tools SEO is always dynamic and evolving. So look up the latest in SEO on the net from free online resources.

Use anchor links Include anchor text links with your keywords. Using anchor links increases your chance of driving viewers back to your Web site.

Optimize the first 250 words Make sure you optimize the first 250 words of your press release. That’s the introduction and that’s what should get the readers’ attention first. So make sure the content is optimized so that you don’t lose your reader right in the beginning.

Engage customers, journalists and bloggers Send out a personal email or call your favourite customers, journalists and/or bloggers to get their opinions. It’s an investment in your future (and theirs).

Answer the question “What’s in it for me” from the readers’ point of view You have to be newsworthy. Your audience should get something from your press release. You have to make them feel like it matters to them. No amount of good writing can salvage a press release that is not newsworthy.

8 Tips on Effectively Using Social Media for PR

SocialForPRComms_MarketingCloud_ResourceTileUsing social media for PR is an effective way to promote your brand. No start-up or small business can afford to ignore this aspect of marketing. The big brands are already doing it and with great results. Here are a few tips on how to use social media for PR.

 

Social media is more than just Twitter

Social media does not mean just having a Twitter account and tweeting. There’s so much more to it. With Twitter alone you don’t get analytics, direct SEO benefit and nor do you control the network. For a truly effective social media presence to help your PR, move beyond twitter and use other networks too.

Become a platform-agnostic thought leader

Don’t be famous only on one network. Try to be a thought leader for your brand across networks. You should be known for your pathbreaking views on a particular industry.

Don’t focus too much on one network

We all know where Orkut is today. Spending all your time and focusing your energies on one network could backfire if the network falls out of favour with users. Focus instead on community building and funnelling subscribers to one common destination.

Choose strategy over tactics for long-term benefits

If you share content that strikes a chord with people, you will see results and fast. But that’s only a tactic. You need to engage in several such tactics over a prolonged period of time. That’s when you have sound strategy, which will translate to long-term success.

Outlast your competitors

Continue to generate content in those sites where you’ve been doing it for a long time. You need to reach the point where publicity is generated as a by-product of participation.

Find the link between Social Media, SEO and PR

There is a connection between social media, SEO and PR, and smart PR agencies capitalize on these connections to get higher visibility on numerous fronts.

Use your keyword glossary across all media

Don’t restrict your keyword glossary only for your SEO. Use it across all channels and media to optimize the content and improve your inbound marketing results.

Build links through social participation

Through social participation, you’re going to get attention for your brand. And attention on the web translates to links.  This, along with other link building tactics can result in better rankings and referral traffic.

So go ahead and take that first step to use social media for PR. It’s something that can no longer be put off and is no longer an option. It’s a must for every start-up or small business, which can take a leaf out of the books of large corporations who are doing it and with elan.

 

SEO for Start-ups

seo-for-startups.gifIf you have just set up a start-up and got a website, SEO should be a priority on your list of things to do. Great content is not enough unless it is search engine optimized. What SEO essentially does is that if you are a marketing consultancy and your SEO is in place, when users  Google for marketing consultancy, your start-up’s name should come right up there in the search results. It’s as simple as that. There is mechanics to do SEO for Your  Startup 1. Ensure that your site can be indexed. If there’s just one rule of SEO that you are going to follow, make it this one. Search engines depend on bots or spiders to “crawl” the web for sites that contain the search queries. If your site has hidden pages or broken links or any other crawl issues, it won’t show up when the crawl takes place, and your website will not feature among the search results! So make it easy for those spiders on the web and be found easily. ReadHow to get Google Index your site quickly. 2. Use Industry Keywords and Brand Keywords You need to identify keywords and make sure they appear often and enough in the right places, like the title tag, headline tag and body content. Industry keywords refer to say, marketing consultancy, while brand keywords would include your tagline, the name of the company etc. A mix of the two is essential to build your brand because initially, when your brand doesn’t have that much recognition, it is the industry keywords that will help. But once your brand builds itself up, people will start searching for your brand using your brand keywords. 3 . Choose keywords based on search intent 

  • When you are choosing your keyword, there’s no point saying “Hollywood movies” on a marketing consultancy site. You have to be specific about leading the user to your site based on the right keywords.
  • There are some keywords that are heavily competitive. It’s best you avoid these if you want to show up in the results page.
  • Keyword research programs can show you how many times a keyword appears in a  month. You can go in for oft-used keywords to improve your SEO.

4 . Link building is key – Start building backlinks.

  • Distribute press releases every time your start-up does something newsworthy.
  • Provide guest posts for other pages with linkbacks to your own page.
  • Add your site to relevant business directories.
  • Go viral on social media with content.

5.  Publish great content – Content still remains king, so make sure the content you have up on your site meets all required standards. The more content you have, the greater the chance of keywords being present. And when you put up awesome content, your link building will happen automatically, when people share your content. So don’t underestimate the power of great content!