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How to Prepare Your Digital Marketing for the New Year

Digital marketing has drastically changed this year due to the COVID-19 pandemic. As we approach another year, you need to note these changes and consider them when charting your new digital marketing game plan. By looking at the critical facts and anticipating another wave of possible changes, you will be closer to implementing the best marketing strategies.
 
Planning takes a lot of work, and implementing is even more difficult. But with your wise decisions supported by carefully considered factors, you are for sure on the right digital marketing path. In this post, you’ll get to see how marketing evolves on a strategic level and what specific trends you need to look out for next year.
 
To develop an effective plan, contemplate how your short-term goals can influence your business in the long run. Focus on the importance of statistics, research, trends, and data to grab opportunities when strengthening your digital marketing strategy.
 
Here are a few tips on how to prepare your digital marketing for the new year:
 
 
 1. Determine Your Goals and Objectives

Knowing what you want to accomplish ensures that you won’t get lost while achieving your objectives. Marketers are more likely to get stuck at a certain point when there isn’t a clear set of goals and objectives.
 
Evaluate the results of your annual performance and use them to create a more effective plan and strategy. Since digital marketing is evolving quickly, what may be good and useful today can quickly become outdated and not work at a future time.

 

 2. Provide a World-Class Customer Experience

Customers keep on coming back when they have a seamless experience with your service. This helps you build a positive business culture, making people feel important and satisfied. But the question is, how can it be possible to gain customers even without convincing them?
 
The answer to that question is the quality of service you will provide. With that being said, you have to make sure you keep an eye on website optimization first.

 

  • Make access convenient and friendly – More and more people are using mobile devices. When it comes to searches, you have to make sure that your website allows mobile viewing.

 

  • Add a chatbot to your website – Chatbots are available anytime to answer queries from customers. It has been proven to be very efficient and cost-effective.

 

  • Optimize voice search – This is another convenient way to help customers with their concerns. It is practical and helpful, especially for busy people who have no time to do text-searching. It would be best to have an updated Google My Business profile to ensure that your business is optimized for voice-based search. An updated GMB profile means your business will be included in Google results.

 

 3. Widen Your Social Media Presence

Get a feel for what resonates most with social media audiences by publishing a compelling set of topics. It is challenging to boost your social media presence when you don’t have many followers yet. This limitation can be remedied because there are tools for different platforms to help you spread the word about your business. These include tools such as Facebook Insights and Instagram Stories. In Facebook Insights, you get to know the statistics about your posts’ interactions. You can then determine where your audience comes from. Meanwhile, Instagram Stories are perfect for showing customers why you have a relatable brand.
 
Another way to reach your target audience is to hire influencers. Look for influencers who have followings that are likely to be interested in your products and services. These influencers don’t need to have millions of followers, as it won’t be cost-effective. Micro-influencers are best for this arrangement since they have a hold on a specific market niche.
 
Digital marketing team looking at computer and one person pointing at laptop screen

 4. Increase Traffic Using Quality Inbound Links

Inbound links are backlinks or hyperlinks that connect one web page to another. Link building is a great way to improve search engine ranking. Never overlook the importance of an inbound link if you want to rank on search engines and be at the top spot. Just always remember that what counts here is the quality of inbound links and not quantity alone. An authoritative or recognizable website can help you meet this goal since most people trust a reputable website that produces high-quality content. High-quality content is considered such when it’s relevant, unique, and creative.
 
 

 5. Consider Video Advertising

Videos are compelling when they have creativity. It can influence and persuade many people about their buying decisions. Having a video advertisement gives you a chance to tell your story and build a connection with prospective clients. The cost can be high when producing videos but rest assured that the benefits will exceed the expenses when it fulfills its purpose.
 
 

 6. Consider the Effects of Adblockers

Ad blockers filter out advertisements, whether it’s paid or organic. Many internet users rely on these blockers to avoid being bombarded by multiple ads. Given that, if you are running a pay per click campaign, users surely won’t see your ads. Regardless of how well designed and intelligent your marketing strategies are, it’s of no use when people won’t see them. To resolve this, you need to think of another way to reach your target audience by exploring other marketing channels. For instance, email marketing will bring you closer to your prospective customers. In this highly personalized method, you obtain a higher return on investment and reach a wider channel.
 
Marketing tactics are changing, and the best way to keep up is to be incredibly flexible. In order to become successful, there’s a need to adapt to change and be open to continuous improvement. The methods you have created during a calendar period might not suit the new trends in the next calendar year. So, don’t settle too much in your existing strategies. Try to assess and, if necessary, reinvent. The progress that results from well-planned digital marketing drives the whole industry forward.
 
Need help managing your digital marketing efforts? Reach out to us today and learn more about how Salt Rank can help your business grow online!

How to Use Video to Promote Your Business

Making a gorgeous video for your business takes resources, time, and skill. Regardless of whether you’re creating the video in-house or with a team on the outside, the video creation process can be time-intensive and costly. The worst part is that many people overlook the key ingredient – the promotion strategy, after putting all of that effort into making the final product.
 
It might be the case that you’ve gotten good at promoting your blog posts – but video promotion is a whole different ball game. Of course, it’s a known fact that video marketing is extremely effective. In fact, if you just stick a video up on your landing page, you can increase conversions by as much as 80%! So it’s worth the time, but you must make the effort of driving people to find and watch your video.
 
Below we’ve outlined nine video promotion ideas for getting more views on your videos. With these tips, you’ll know that your effort to produce beautifully made videos won’t go to waste.
 

 1. Don’t Forget to Smile!

 
The video thumbnail is crucial in determining whether or not someone will click open your video. The fact is, more often than not, people do judge a book by its cover, which means that your video should give the best first impression possible.
 
The best way to ensure that people will play your video is by including a smiling person making direct eye contact. The simple reason for this is that people relate to other people. A picture of a smiling person is more compelling than a bunch of dull text on a book cover, and the same principle applies to video thumbnails.
 
By including a smile on your thumbnails, you’re likely to get more clicks and plays.
 

 2. Do a Twitter/Facebook Video Campaign

 
The best way to get people to check out your video is to offer some kind of freebie. The ideal place for doing giveaways is social media. People will freely spread the word for you and create hype around your giveaway. This will result in more people visiting your landing page and getting more plays on your video.
 

 3. Create Share Buttons in Your Video Player

 
Everyone knows how effective social media marketing is. Many marketers begin and end every single day on various social media websites. This might not make every marketer happy, but it’s the way things are, so you must make sure that your video can be shared easily on social media.
 
Finding a video player (such as Wistia) that includes a share button is a good idea. That way, interested people can share a link to your video directly from the video player.

 4. Ask people to like and share your video

This might seem like an obvious point, but people often underestimate how powerful liking and sharing actually are. Liking is good for the algorithm and for social proofing.
 
As for sharing, even if you just ask your close connections (like family and friends) to share your video, you never know whom they are connected to.
 
The bottom line is that a share can go a long way, so don’t limit yourself to who you ask!
 

 5. Link Together Your Email Marketing With Your Video Marketing

 
Video is a potent ingredient in the email marketing recipe for success. According to the data from Animoto, just putting the word “video” in your email subject line can:
 

  •         Boost your open rates by 19%
  •         CTRs by 65%
  •         Can limit the number of people who unsubscribe by 26%

 

Hand holding smartphone in front of laptop on social media with social media bubbles coming out

 6. Invest Into Video Promotion on Social Media

 
Most of these tips have been given with frugality in mind. Now let’s talk about making use of some of that pocket change you’re carrying around. Putting some money towards your video marketing strategy is always a good idea, especially when you do it on social media.
 
Advertising your videos on Facebook and Twitter isn’t that expensive. Furthermore, your promotional campaign could be a great success if you pay attention to your campaign and audience settings. Success with video promotion is defined as getting the right people to your content and receiving a fantastic ROI. 
 

 7. Make Your Video Part of an Event

Many of us have had experience sitting through dull speeches at industry events. Most of the time is spent staring into space or keeping busy on our smartphones, trying desperately to stay awake. However, it’s actually even worse for the speakers.
 
As a speaker, if you see that your audience isn’t engaged, you’ll likely become more and more nervous.
 
An excellent way to overcome this is by playing a video.
 
A video would be beneficial for two reasons – one, it gives the speaker a break, and two, it provides the audience with a break from listening to the speaker the entire time. Even the most outstanding speakers at TED talk conferences employ videos during their speeches. Videos allow their audience to “recharge” their attention for the next portion of the speech.
 
It doesn’t matter how engaging the speaker is; playing a video during industry events will always be beneficial. So why not fit your video marketing into it? It’s the perfect opportunity for you to reach your target audience.
 

 8. Twitter Tip – Put Your Video Front and Center

 
This means pinning your video tweet to the top of your personal (or company) Twitter feed. This will ensure that your video won’t get buried under the constant barrage of new Tweets. It will also bring more engagement to your valuable video tweet.
 

 9. Don’t Forget about Online Communities

 
Social media can end up taking all of our attention, so it’s worth mentioning the value of sharing your videos with online communities. These communities can also exist on social media. For instance, your industry might have a significant presence on Reddit, Twitter chat, or a LinkedIn group.
 
So don’t forget to engage with these communities and spread your video content whenever appropriate.
 
When is it appropriate? Whenever you happen to be part of a conversation where someone is experiencing problems or struggles, and your video fits into that somehow. You should then share your video with them, and it will assist them in the most engaging way possible. 

 

What you Need to Start a Business Blog

A lot of businesses are at risk of being obsolete. One cause of this is their lack of presence online.
 
Now, this may seem a threat at first. But if we were to view this statement in a whole different light, we may notice that it is actually a call for us to make sure our businesses stay relevant in times where the internet is widely used.
 
One thing we notice in most successful businesses is that they make sure they dominate online content. Companies like Apple, Amazon, and Alibaba have marked their footprints in the roster of successful companies. The secret behind that may lie in how they were able to develop their presence and their brand name online.
 
By doing so, they have managed to have people talk about them online, keeping their names relevantly fresh even in the simplest of conversations.
 
What we have to understand about the internet is that it is now a major game-changer in terms of regulating fora, discussions, and other means for communicating – this is where you want to be.
 
Therefore, developing a Business Blog will be one of the best decisions you will ever make to bolster your business. Eventually, it will help you to get people talking about your business more. This will also help you widen your reach even further to other potential customers.
 
But first things first. What will you need to start a business blog?

 

The Gift of WordPress

WordPress is a good starter platform for setting up your Business Blog (at least, in its beginning parts). It has two options: the free domain and the paid domain.
 
A Free WordPress domain would look like this: www.yourwebsitename.wordpress.com
 
WordPress.com is best used if you are currently at the point where you have just begun introducing your company online. It helps to have a quick start-up for your business blog to get your business descriptions online as early as possible: what your business is about, what services you provide and offer, and other details. However, using WordPress’ free domain will have limits. For one thing, you will not be able to sell directly from the website.
 
Other platforms include Weebly, Drupal, and Joomla. Just like WordPress, they also provide free services for establishing your very own website to host your business blog.
 
In order to make an upgrade and enable monetization for your blog (aka, enabling your website for online sales), you will have to invest in a paid domain via an annual subscription.
 
A paid domain will look like this: www.yourwebsitename.org
 
WordPress.org is the best upgrade you will make for your business blog because, for one thing, you are now hosting your very own website compared to when you were using WordPress.com. Self-hosting your website also enables you to engage in online sales and open up your website for affiliate marketers and advertising companies.
 
Other paid web hosting platforms include NameCheap, 1&1, and GoDaddy. Explore their paid hosting programs to suit whatever needs you may have in terms of maintaining your website 24/7.
 
Now, let’s go to designing your website.

 

Choosing a Website Theme

WordPress provides its own set of themes for free, although some of them will require paid domain subscriptions before availing. WordPress Theme Directory and Theme Forest will aid you in choosing the right design that best represents your business blog.
 
However, you will need to pay attention to the following:

  • Does it fit well with my chosen audience?
  • Does the design represent the nature of my business?
  • Is the theme accessible to various devices (e.g., mobile phones, personal computers, laptops, tablets)?
  • Does the theme come with a public forum or any form of customer support to address various issues I might encounter?
  • Does the theme provide me with a comprehensive roster of options for customization purposes?

 
Person working on laptop with pieces of paper with wireframe and smartphone with wireframe

 

Developing Your Content

Now that you have a well-designed website for your business blog, it is now time for you to plan and develop content.
 
As the saying goes, the best way to make a sale is to love your product. Building on that premise, you need to be able to translate your own interests into something that will pique the interest of your potential customers. Providing a narrative for all the applications of the product you are trying to sell is basically what a business blog is all about: talking about your products and services.
 
Therefore it is essential to find your voice: you do not necessarily have to be a good writer to make good content. What is important is how you manage to stay genuine while writing.
 
Brainstorming your topics is a good approach for planning your content as well as scheduling their releases. You can write about the benefits of your product, or have someone review them and publish it directly onto your business blog. In that way, you will be able to widen your influence online and establish new connections along the way. The more people who buy from your online store, the more people would want to write about your products. The more people who wish to write about your products,  the more people would get attracted to buying it.
 
In the long run, you would eventually develop a community of loyal customers continuously talking about your product and encouraging other people to buy from you. At that point, you are already having your customers help you promote your business online.

 

Discoverability and Networks

Now comes the technical part.
 
To ensure that your content can be seen by more people online, you will have to pay attention to optimizing your website to make it more searchable online. Search Engine Optimization (SEO) pays close attention to words you are using in your content. For example, if you are selling coffee beans, what other words can be tied up to that? And what would people most probably have to type in on their Google search bars to find you? Researching keywords is part of optimizing your website to rise in the ranks of Google search results.
 
Doing keyword research and integrating them in your title, some parts of the body, and the conclusion will prove essential (and by far the most laborious task you might do). You have the option to hire SEO experts and content writers to work on your content, or you could enroll yourself in SEO courses.
 
A good SEO strategy will increase the likeliness of your business blog to appear more often in Google searches. By doing so, you can meet people you would want to do partnerships with to grow and expand your business.

 

Why Optimizing Your Old Blogs is Important

Maintaining a blog can be taxing at times as trends on the internet change every single day. What’s in last month may be old school in the present. Consequently, what was previously generating you hefty prices might be getting stagnant now. This is why you need to know how to optimize old blog posts

 

Optimization is the key to achieving success in terms of reachability to your target customer or audience; however, coming up with brand new content for current blogs may be time-consuming to do. It may also cost more due to the manpower and research that goes with it. Then, after all the effort you’ve put in, it just gets little to no traffic.

 

Historical Optimization may help you save time, money, and effort wasted in creating new content but with the advantage of spending less on all the mentioned factors. This inbound marketing strategy involves updating or revising your old content to get more traffic and attract more clients. If you’re skeptical, here are some points to convince you about the importance of incorporating Historical Optimization into your business blogging routine: 

 

 1. It Costs NOTHING

Generating new blog posts and all your time spent formulating ideas and data costs money.

 

However, rewriting old ones costs you zero cents and can even give back tons of traffic, which means potential profit for you and your business.

 

All you have to do is update any outdated details in your blog. This includes:

 

  •       rechecking for accuracy concerning the current date when it’s going to be posted
  •       updating or adding new images
  •       optimizing keywords
  •       updating internal links
  •       adding subheadings
  •       reconstructing readability if necessary

 

You just have to revise and update the entire content piece for better timeliness and relatability. Afterward, you can keep track of how it is doing by calculating its conversion rate. If it does not perform any better, you can always improve the above steps mentioned. It will only cost you effort, and not a single penny, so it’s always worthwhile. 

 

 2. How to Get Started

In a report made by HubSpot, they concentrated on knowing what exact keywords people use in searching for posts they are looking for specifically. After figuring out the keywords that ranked highest for such topics, they used it in their past blog posts to boost their reach and searchability.

 

This resulted in them having an increased conversion rate of 240 percent per post, which encouraged them to do the same for their other 12 posts. The results produced a double number of leads compared to what they initially generated.

 

Using this technique not only allows you to increase your post’s traffic but also lets you find organic and sincere clients that may soon be paying customers, as your post comes up with what they are exactly searching for. 

 

Salt Rank Computer Blog Notes 

 

 3. It Gives You the Right Amount of Content

Readers can only read a limited amount of content per day. Some may even be content with reading only on a blog post about a certain topic. Optimizing old blog posts to be relevant again in the present may allow your content to be on top of the search engine and reach your target audience without you having to churn out as much content as possible.

 

The supply of content gets too overcrowded while at the same time, the demand is static. Constantly reaching out to the audience with new content might just be seen as inappropriately fitting into a huge crowd. Through historical Optimization, you’ll gain no wasted effort and time from trying to leverage new content. It lets you settle with just the right amount, with the maximum possible conversion.

 

 4. It Maintains Relevance

Change is constant, and with every tick of the clock, the content market is getting stricter. Statistics show that over 87.6 million affiliated blogs are published through WordPress each month. Given this strict competition, it might sound impossible or like too much hustle to constantly come up with top-performing content.  Strategies improve, tips and tricks differ, and niche trends vary. But one thing is for sure, meeting your current audiences’ taste means going with the flow of relevancy. Who would rather waste a second on content that is not timely? To retain relevance, you can do the following historical optimization techniques: 

 

  •   Refresh content from a few months, or two years ago. High-performing blogs from this time bracket might just need a little shine on them to regain their sparkle. Since they are not that old yet, they require lesser historical optimization. Just sprinkle a few up to date details.
  •   Lengthen shorter content. Short but concise might have worked well for you a year ago. Still, your previous content might have benefited from more information now. Perhaps, the list of top airbrush makeup products last year only reaches five, while a newer number is introduced now. You can provide those updates and provide more value to your audience.
  •   Update year-specific posts. Posts with a year in their title generate high traffic because, of course, of relevance. But while they might serve as effective prize pigs, they grow dusty quickly too. Fortunately, it won’t take you a single sweat to optimize them. For instance, your blog titled “Why Invest in Real Estate in 2019”, might still have the same possible details in them, and thus, it only needs a title to revamp. 
  •   Add valuable keywords. In-depth keyword research is the key to improving your SEO potential. By finding out the most valuable keywords for your content, and optimizing their density, you can regain value with your post and possibly rank up in the search engine results. 

 

Takeaway

Learning about Historical Optimization may boost your business and blog posts interactions and engagements, albeit using the simplest tricks available. At Salt Rank, we believe that every business has a chance to grow and be marketed in an impactful and meaningful way. With us, you can discover efficient marketing and SEO programs that can take your business to the next level. 

Tips for How to Market to Gen Z

Digital marketing is a business strategy that employs the creative use of the internet to market a product, build an online presence, and deliver excellent customer service. It started its journey decades ago, but it proves to be more relevant today more than ever before.
 
It is no secret that digital marketing has been the backbone of every successful enterprise in the market. As we embark on a society dominated by Millennials and Gen Z’s, businesses should adopt digitization if they want their companies to stay afloat for the next ten years.
 
A few years from now, Gen Z’s will become the next generation to dominate the market, having massive spending power by 2026. They are the net future of retail, so brands should start establishing valuable relationships with them early on.
 
Get ahead and make sure to surpass this generation’s expectations. Here are smart tips on how brands can market to the incoming generation of tech-savvy individuals.

 

 

 1. Focus on Customer Experience, Not Products

 

The days of product and service focused advertisements are long gone. If you want to survive this year’s digital world, then turn your attention to what your target consumers want —EXPERIENCE.
 
As Gen Z’s become more educated and informed, they are also becoming responsible buyers in the online market. They are not as gullible as boomers. Aesthetically pleasing online advertisements are not going to cut it for them.
 
They do not want you to tell them how great your product is; they would already know that through a single Google search. Instead, they want authentic brand messages and stories and a company that cares and stands for something relevant. More importantly, they want the experience that comes with your product.
 
Prioritize these things, and you will see your company spend zero dollars on marketing ads. Tweets and Insta stories from Gen Z’s will already do it for you, cost-free.

 

 

 2. Bring in Interactive Content

There is a reason why almost every Generation Z wears zodiac necklaces and shares online quizzes titled, “Are you an introvert or an extrovert? Take this quiz to find out!”
 
The younger generation craves interactive and immersive content, especially ones that involve their personal selves. So, stack up heavily on material that lets your brand interact with your target audiences, such as polls and quizzes.
 
Moreover, they want user-generated content, which means that they would trust peer reviews and testimonials more than your online pop ads. So, invest in video product reviews and photos to get them engaged. It is also useful to get your brand message out through trusted influencers or vloggers. 

 

 

 3. Make It Quick but Engaging

According to an article, the average attention span of a 20-something Gen Z is approximately eight seconds. That is how quickly they decide if your ad is worth their time or not. This means that you have eight seconds or less to get their attention, deliver your message, and get them clicking and buying. 
 

  • Avoid long-form texts. Use short acronyms, trending phrases, and references that will engage them.
  • Use visual aids and elements such as memes, emojis, and GIFs. You can never go wrong with a funny and trending meme.
  • Use an aesthetically pleasing color palette (pastels!) or a good photo that captures their attention and will elicit the right feelings that you want them to experience.

 

You can employ the expertise of a digital marketing services agency when it comes to these kinds of things. They can give you a professional opinion, as well as take care of the technicalities that comes with it.

 

gen-z-vlogger-video-influencer-youtuber

 

 4. Use the Right Channels

The days of email marketing and cold calls have long been gone. Gen Z’s are born in the digital world; they grew up already accessing the intricacies of the internet and use up all their time on social media platforms, such as Facebook and Twitter.
 
Because of early awareness of the power of the internet, young adults greatly rely on it when it comes to their necessities, wants, and needs. Do they want to check out a new pair of shoes? They’ll go to Instagram and visit that store’s account. Do they want to try a new line of lippies? They’ll go to YouTube and search trusted reviews from vloggers.
 
If you want their attention, market your brand on the right channels. Use each platform differently, based on how Gen Z’s interact. For instance, use Twitter as a way to communicate with your audience and Instagram to publish inspirational content and stories. You can also use TikTok to create fun videos, all the while advertising your brand discreetly.
 
Also, some social media platforms such as Facebook and Instagram have built-in analytics that tracks consumer buying behavior and their location.

 

 

 5. Be a Brand That Cares

Establish relevant brand advocacy that makes you stand out against other brand noises. Show them that making sales is not your ultimate motive; be a business with relevant advocacies that Gen Z’s can look up to. They may be young, but most of them aspire to impact the world positively through their work; it is highly likely that they will patronize brands that want to do the same.
 
Remember the top shoe brand TOMS? They are not just popular with Millennials because of the quality of their product. Consumers love them because they stand for a great cause—a free pair of shoes for those in need for every purchase you make.

 

 

 6. Be Authentic and Transparent

There is no better way to establish this than by opening channels of communication with your target audience. Stay in touch with them and make the most out of social media platforms. Since everybody spends their precious time there, use social networks to maintain connection and interaction with your customers. It is a great platform to monitor the latest trends, as well as the comments and suggestions of your clientele.
 
Demonstrate authenticity by managing and solving problems that arise. Take accountability, apologize, and do better. Transparency and honesty are great ways to back up your reputation and brand message. It shows that you stick to your word and is as good as the reputation you projected. 

Top 6 Marketing Mistakes to Avoid

The number of mistakes that can be made in marketing (especially online marketing) is endless. This blog post will focus on some of the biggest marketing mistakes that you’ll want to avoid at all costs. Some of these mistakes can be applied to any kind of online marketing; others relate to common and specific methods (like email marketing), and so they deserve mention on this list.

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Just knowing about all of these mistakes should put you in a great position as an online marketer. Here are the top 6 online marketing mistakes recommended by Salt Rank that you can’t afford to make.

1. Not Having a USP

A USP is a unique selling proposition. This is what sets you apart from your competition. Ideally, it should be just one statement, and in that statement, you explain the benefits of your product for your target audience.

The key is that these benefits should be unique to your product only, thus giving you the edge over your competition. Here are some questions to ask to help create your USP:

  • Can your product solve a problem that no other competitor has solved yet?

  • Does your product offer superior quality at an unbeatable price?

  • Does your product or service offer customers a specific lifestyle?

  • Does your product incorporate materials and resources in a better way? For example, is your product more eco-friendly than the competition?

The competition is fierce online. Your target audience is being bombarded with several different marketing messages, and without a USP, your message is likely to be lost.

USP is critical in every aspect of your marketing. Before implementing any kind of new online marketing strategy, you should think about how your USP can fit into it. That way, prospects will know why they need your product so that they will become customers.

2. Using Black Hat Tactics

This kind of clickbait is all too common: “Rank in the top 10 of Google, guaranteed!” Even though this is an obvious scam to anyone who has a clue about SEO, marketers, and business owners who desperately want to get traffic to their website might be willing to take them up on this offer. And after all, who doesn’t love a quick fix?

However, be wary. While our web design services company is reputable, many other companies aren’t, and will promise instant results.

The companies that aren’t outright lying about achieving instant results (and many of them do) might be able to do it for you using “black hat” techniques. Black hat strategies are implemented to “trick” a search engine into giving your website a rank that it doesn’t deserve for specific keywords.

By taking them up on this offer, you might experience a short burst of new traffic, but you’ll be playing a dangerous game. Google invests a ton of money for catching cheaters, and the penalties for cheating are not small either. If you get penalized by Google (or worse – outright banned), you’ll find that this is extremely hard to fix and will also permanently damage your website’s reputation and marketing efforts.

Have we convinced you yet? Avoid black hat SEO at all costs and stick to “white hat” SEO strategies to help your website rank higher. Doing it the right way will take more time and cost more money, but it’s a safe bet for long term success.

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3. Ignoring the 80/20 Rule

You’ve almost certainly heard of this rule before. 80% of your success comes from 20% of your efforts. But have you ever thought about how that principle can apply to your marketing efforts?

In the context of marketing, this rule means that 80% of your success will be the result of providing value to your target audience, and 20% of it will be the result of your promotional materials. This balance will ensure that your customers are engaged and ready to buy when the time comes.

If you flip that balance around, though, you’ll repel potential customers instead of attracting them. Remember, forming long term relationships with customers is critical in online marketing.

4. Trying to Market to Everyone

This is perhaps the biggest rookie marketing mistake, but this mistake goes even further.

Too many companies mistakenly focus too much on the total number of visitors instead of analyzing the types of visitors they’re attracting. Consequently, these companies double down on their efforts to attract more visitors and end up wasting money because not enough of these visitors convert into customers.

Instead, you should focus on marketing to a niche. That way, you can attract the right kind of visitors. You’ll know who the right kinds of visitors are once you create your company’s Buyer Personas. These personas should be based on your most high-value customers. 

5. Focusing Your Email Marketing on Promotional Efforts

Once upon a time, email marketing was only used for promotion and advertising. However, any professional email marketer these days realizes that engaging with and building trust with prospects is essential for getting customers, as well as retaining previous customers.

Not following this advice can severely harm your online business. Not only will you turn off your subscribers and potential customers (remember the 80/20 rule), but you can also get spam complaints.

6. Neglecting Repeat Customers

Neglecting existing customers in the pursuit of new ones is a common marketing error. However, it’s not one that you should make. Consider the fact that it’s 5 times more expensive to market to new customers than it is to existing ones, on average.

Why is it easier to market for existing customers? Because your marketing funnel for existing buyers will be smaller than for newer buyers since they’ve already bought from you before.

Try to split your marketing efforts 50/50 into retaining repeat customers as you do for acquiring new ones.

Conclusion

No matter how well you plan things out, marketing mistakes will still happen. If you experience sub-optimal results from your marketing, don’t dismiss them outright – instead, reflect on what could have gone wrong. Continuous improvement is the name of the game. If you’re struggling with marketing, try to understand the needs of your customers better. You might see things start to turn around! 

How To Capture Company Diversity With An Online Marketing Agency

For a long time marketers all aimed at attracting WASPS: white anglo Saxon protestants. This strategy used to make sense because they made up most of the consumer market. In 2020 that approach is not only outdated but potentially harmful to your business. Perhaps it’s time to seek an online marketing agency to ensure that you are reaching a full spectrum of new business.

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For starters, it ignores the changing demographics of the United States.

In 2019, millennials made up the largest generation in the United States and around the world. They are also entering their prime spending years, and this represents a golden opportunity for marketers everywhere.

Millennials today are the most diverse generation ever to exist, so narrow targeted campaigns will no longer work.

Inclusion is also a key value of this generation, and a significant 70% said that they wouldn’t consider a brand whose promotions and offerings weren’t diverse enough if there was another alternative.

What this means is that marketers today must embrace a concept now known as diversity marketing.

We’re going to give you an overview of diversity marketing from the perspective of an online marketing agency, strategies that you can utilize in your marketing efforts, and some examples from companies and that have used it correctly.

Diversity Marketing Definition

Diversity marketing refers to any marketing campaign that recognizes the differences within subgroups of people. These subgroups include age, gender identity, ethnicity, religion, sexual identity, disability, and so on.

You can go into even more segmentation through sorting them by weight, marital status, job occupation, education level, income, and you get the idea…

In short, diversity marketing means hyper-targeting your marketing campaign in order to connect with the largest variety of people within your target market.

When Should You Do Diversity Marketing?

When you’re starting out your business or brand, it’s ok to have a very focused business persona. However, as your business grows, you’ll need to reach out to a wider range of customers in a genuine manner. If your message is shallow, then you’ll experience poor results in your marketing and possibly incur other negative side effects. Here are some examples of those negative side effects:

  • Offending your target customers. If you aren’t diverse enough or come across as ignorant, then you risk offending your potential customers and possibly current ones as well. For example, addressing a group of people in the wrong way is a common mistake that businesses make.
  • You can lose out on potential customers. With diversity marketing, you can make your target audience feel like you know them personally, which will help you gain their trust. They can also relate to your brand better that way too.
  • Change can be difficult. Going from a non-diverse approach to a diverse approach isn’t easy, but the longer you wait the harder it will be to pull off. And as time goes on it will become harder to explain when your competition is going full steam ahead into diversity marketing.

The time is now to put diversity marketing into practice in your digital marketing strategy. The question is how do you do it? With these tips of course! Here are some simple ways that you can capture company diversity with your online marketing.

Market Research is a Necessity

Market research is a key step in diversity marketing, especially with an online marketing agency. The US population is more diverse and outspoken now than it has even been before. Companies are also discovering the internal advantages that diversity brings, including increased productivity, more innovation, and a better company message.

Diversity looks at all of the following (and more): race, age, disability, religion, sexual orientation, and gender identity. So to be successful, you must understand your target audience and how your brand fits into their lives. There’s just as much to learn from failed campaigns (like the ones from Pepsi and Visa) as from the successful ones.

So how can market research help you incorporate diversity into your digital marketing campaigns? In the following ways:

  • Lets you know about potential problems before they infect your wider campaign. For example, are you going to use a Spanish ad translation? If so, then have a native speaker look it over and make sure that your translation isn’t offensive or inaccurate.
  • Allow for a review of images. Pepsi learned this lesson the hard way with their protest ad featuring Kendall Jenner. It’s always a good idea to get an outside perspective before allowing an image or ad to go viral (in a bad way).
  • Prevent disaster. Be careful not to get stuck in your company bubble. If you don’t get any outside opinions or ideas, then that will lead to stagnation and failure in the long run. Additionally, if you’re surrounded by people who already know your company, product offering, and brand, then you’ll be at greater risk of making errors in judgment.

Don’t Cut Yourself on Too Much Edginess

So you’d like to run an edgy campaign. Well, that’s not necessarily a bad thing. Doing something different from your competition can certainly send you to the top. However, you should always have a voice of reason in your campaign sessions who can bring up some key questions.

So with all that in mind here’s how you can embrace edginess AND diversity in your ad campaigns

  • Outside perspectives should be welcomed. Make it a point to hire outside consultants or remote workers to get some honest opinions and viewpoints.
  • When trying to birth new ideas, bring as many different backgrounds, and ethnicities into the discussions as possible.
  • Your ultimate goal should be empathy. Your customers should be able to relate with your ads despite (or perhaps because of) their edginess. However, you should use caution and make sure they aren’t condescending or offensive.

Some examples of good ads following these principles are the Coca-Cola “America is Beautiful” ads, and any ads by Apple, which is a company that is leading the way in utilizing diversity marketing.

Test Your Ads

The last step is to test your ads on small groups. Run A/B test ads before starting your full-blown digital marketing campaign.

Remember, the more testing you do, the more sure you’ll be that your message will align with your target audience’s values.

Contact Salt Rank today for more information on how an online marketing agency can help implement diversity marketing for your small business.

How Can SEO Improve Business?

You’ve likely heard countless times that SEO is an invaluable digital marketing method. However, even if you have a basic understanding of its importance, you might still not have a solid enough grasp to use it to its full potential. Salt Rank is a well-oiled and diverse SEO agency and digital marketing company that aims to educate clients.

SEO is made up of multiple elements, and understanding what they are and how they work is the key to understanding its overall importance. To sum it up, though, SEO is important because it increases the visibility of your website, and thus the traffic and sales.

SECONDARY BENEFITS

-create brand awareness

-position yourself as an expert and authority in your field

-build relationships with potential customers

So, let’s talk about SEO and everything you need to know about it to succeed in today’s digital world.

The Key Aspects Of An SEO Agency

Keywords

The days of keywords being the only thing that mattered in SEO are over. However, that doesn’t mean that they aren’t still hugely important. The way that keywords differ today is that they must be chosen carefully to fit the content on the page. In other words, they must be relevant to the page’s content. But first of all, what is a keyword? It’s simply a phrase that your target audience would use to find your products or services. You can use them to help your potential customers connect with your website and your business.

Content

Good content is essential for SEO because it’s the vehicle that carries the rest of the techniques. Think of it this way: your customer needs a vehicle to reach you online (your content). It needs to be the right kind of vehicle, though, meaning that it has to be content that your target audience would be interested in. 

For example, if your website is about cooking, then you would need to write blog posts about different cooking recipes, cooking techniques, cooking stories, nutritional information posts, etc., you get the drift. 

If you write good content and follow the right SEO techniques, your blog posts would come up first in the search results, thus allowing you to start building a relationship with prospects by presenting them with valuable information. 

If that person wanted to try a new recipe, your blog might be the first one that comes to mind. If you’re going to have any hope of succeeding with content marketing, then your content has to be interesting, shareable, relevant and engaging. 

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Off-Page SEO

Off-page SEO is exactly as the name implies; it’s SEO practices that happen away from your website as opposed to on-page SEO. The primary way that this happens is through building up backlinks to your website. These are links from other websites (preferably high authority websites) that tell Google that your website is trustworthy and useful enough to garner backlinks from other relevant websites. 

There are several legitimate tactics for getting backlinks for your website. Some of the most popular methods include guest blogging, giving shoutouts to influencers in your content, and creating highly sharable infographics.

Local SEO

The importance of local SEO is increasing, along with the usage of mobile devices. Today at least 57% of searches are done by mobile devices, including tablets and smartphones, and at least half of those are done with local intent. 

This means that, for example, a local restaurant can attract customers using local SEO techniques. For instance, if you’re a seafood restaurant, then ranking for “best seafood in [city], [state]” would be highly desirable. 

Other techniques for implementing local SEO for your business include: creating pages for your business on all of the different Google apps and websites (Google Maps, Google+, Google My Business), creating different website pages targeting different local keywords that you want to rank for, and finally, claiming directory listings.

Search Engine Marketing

Search engine marketing, or SEM, refers to paid advertising. It includes many different options such as display ads, pay-per-click (PPC), Google AdWords, Google shopping ads, social media ads, native ads, and the list goes on and on… 

While it’s not an essential component of SEO, it does still have its place in directing highly targeted customers to your website. 

The Importance Of SEO 

In case you need more convincing about the importance of SEO, the following points should help hammer it home:

Gain Visibility And Rank Higher

Visibility is a crucial function of SEO, and it’s directly correlated with your ranking in the search engines. It’s an especially critical factor when 1/4 of all web users never click past the first SERP.

Gain Traffic To Your Website

This is one of the main objectives of SEO. Ranking number one or in the top 5 results are the key to this. Nearly 33% of clicks go to the top search result, and the first 5 results receive 75% of the total clicks.

Grow Your Authority

This is a relatively new metric that search engines are now using. In the early days of the internet, authority didn’t matter, but it matters now more than ever before. The simple reason is that there are just too many websites these days, and the authority metric helps to narrow down the list of websites that have a chance of ranking. 

Give A Better User Experience

This is a side effect of creating good SEO, which is another reason why SEO is essential these days. Great content + good on-site SEO = a good UX (user experience). One example of good on-site SEO is having a website that’s responsive to all types of online users, including mobile users, desktop users, and laptop users. 

Grow Your Business

In the end, it all boils down to this. An SEO agency will help you to achieve all of your business goals. When an agency and a client join SEO forces, magic can happen in:

-building stronger relationships with your audience

-creating a better experience on your website for your customers

-increasing your online authority and helping to gain the trust of new visitors

-bringing more people to your website

-giving you an advantage over your competitors

-increasing sales and conversions

All of this results in creating a more loyal customer base as well as producing long term growth for your business.

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What are the Best Digital Marketing Strategies on SEO

Whether you are running a business in Kansas City or running a business anywhere else in the world, you know the importance of having an effective online advertising and marketing strategy. An integral part of any digital marketing strategy is Search Engine Optimization (SEO). 


What is Search Engine Optimization?

SEO is a collection of tools and techniques that help your website to rank higher in search engine results, thereby putting your site closer to the top of the search results, driving more traffic to your site and hopefully more business.

SEO used to be about adding keywords to your site for search engines to find; now, it is so much more than that. It has now become a highly involved strategy that often requires so much time and attention that many companies are hiring website designers and marketing experts for support.

Creating Your SEO Strategy

As the online marketing industry and SEOs, in particular, are continually evolving with the application of new technologies and changing user behaviors, standard practices come and go in the blink of an eye. Trying to plan a successful online campaign without SEO, though, will likely keep your business from ever reaching its full potential. As your business is ever-evolving to keep up with trends and market demands, so too much your SEO strategy. You must be continually monitoring and adjusting so that you ensure that your business is not falling behind. So here are a few things to consider when planning your SEO strategy:

  1. Know your target market – SEO today is not about just grabbing as much web traffic as possible. You want instead to be attracting high-value visitors that are interested in what you offer and hence, more likely to convert. In terms of demographics, you need to figure out what your target market is searching for. How are they performing those searches? Where are they located? The more specific and detailed your information, the more valuable your information for SEO planning will be. One tool to assist you with this is Google Analytics.
  2. Mobile devices are big – The mobile market has exploded, surpassing desktops years ago. This means that the majority of your customers are completing searches only using their phones. Hence, optimizing your website for mobile users is critical if you want to rank well in search engine results pages. An excellent tool for helping you to evaluate your website as to the ease of use for mobile phones is to enter your site’s URL in Google’s Mobile-Friendly Test.
  3. Don’t neglect other search engines – While Google is a massive name in the search engine market, with a considerable share of the market, there is still a significant portion of users using other search engine sites to complete their searches. Make it a point to review how your website stacks up on other search engine sites. All it may take is something little, and your site can get a significant boost in ranking.
  4. Know how your market is searching – When search engines were new, consumers had to create very broad search requests in an attempt to find what they were looking for. Searches like “take-out Kansas City.” Now, as search engine technology has changed, people feel more comfortable typing in things like, “where can I go for Chinese Food in Kansas City?” These changes in user habits, while subtle, can have a big effect on which keywords will be best suited to bringing valuable traffic to your site. Instead of focusing on what keywords get you the most traffic, try and focus your keywords on the traffic that will translate into the most conversions, revenue and overall profits.
  5. Design your website well – A well-designed, user-friendly website, with interesting, relevant and easy-to-find information is key to boosting your traffic and conversion rates. Each page should be built around keyword themes so that search engines can easily index your site and rank you higher. Positive behaviors from site visitors (like time spent at your site and conversion rates) are your best bet for improving your ranking. So, make sure that you are keeping your content natural and focuses. Avoiding business jargon and keyword stuffing helps to ensure that users that click on your site will not be left unhappy, which will hurt your ranking.
  6. Develop relationships with other businesses – When other business links to your website from theirs, search engines consider that to be an indicator that your site contains valuable content. While having dozens of links from low-quality sites used to be all it took, technology has developed here as well. The value of a link to your website also depends on the quality of the site that links you. So, developing partnerships with other related but different businesses, where links for each other are posted on both sites, can help you with improving your own site’s ranking. Just a few links from other high-traffic quality sites will do wonders for your ranking.
  7. Take advantage of social media – Just as search engines are continually evolving their technology, so too is social media. What was once merely a platform for basic communication has become a highly profitable marketing channel. Many users begin their searches on social media and will make their way to your website from there. So, by keeping your social media site active and up-to-date, with engaging and personalized content, you will be attracting more people to your profile and, hence, your website.
  8. Analysis, analysis, analysis – When looking to plan or update your SEO strategy, analysis is the key to determining what will work best. Start by tracking the most important website metrics and set a baseline performance for your site. Make one or two small content changes and see if you notice a boost in your site traffic or your site rankings. Avoid making too many changes at once or making unrelated changes simultaneously, as that will make tracking your results pretty much impossible. You want to be able to keep track of what was responsible for improvements in your site’s traffic and conversion rates, as well as keeping track of which changes did not work.

These are just a few of the possible tools and techniques that you can use to devise an SEO strategy. Contacting a local online marketing firm in Kansas City can give you a big head start into developing the best campaign for your business, as well as the continuous monitoring and adjusting that all good online marketing campaigns require.

Easy Tips You Can Use To Generate Leads Using SEO

For online marketing in Kansas City, lead generation is key to the success of your business. However, many people find that their attempts at lead generation don’t work. If you are in the same situation, you have probably wondered, what am I doing wrong?


The answer is usually pretty simple. You likely have not used SEO (or search engine optimization). If you are not using it, you need to start right now.


Applying SEO to your website will make it more relevant to your customers. Meaning Google is more likely to show it to them. You’ll be much more successful if you apply SEO when you do online marketing in Kansas City.


Don’t get intimidated by SEO! Here are our tips for your SEO lead generation strategy for your online marketing in Kansas City.

Find the Right Keywords

Without keywords, Google is going to have a hard time knowing when to show your website. One strategy is to use keywords that are often searched for but then you’ll have too much competition. Choose keywords for your niche audience that have a somewhat lower search volume.

Look at What the Competition’s Doing

Backlinks are links to your site from another site and show Google that you’re a trusted source. You can help build authority by having reviews of your business or product on other websites, someone referencing a blog you wrote, or social shares.

Create a Responsive Website

More and more people are using their mobile devices to perform searches and look up websites. Some estimates put the numbers at 60%! Your customers will leave your website if it’s hard to read on a mobile device. Make sure your website has a responsive layout to adapt to any screen size.

Don’t Ignore Your Online Listings

Make sure you claim your business in online directories. This is especially important if you’re a local business. These are opportunities to market yourself and drive traffic to your website.

Your Location is a Keyword

If you need people to walk through your storefront or office to make sales, use your location as a keyword. Your website will show up for people in your local area. They can work with you, unlike someone across the globe seeing your website.

Get Positive Reviews

In a market with so many choices, most of us rely on reviews to make our decisions. It goes without saying that your customer’s experience is your number one priority. However, after you provide that great experience, make sure you ask for reviews. The higher your ratings on trusted review websites, the more customers will seek you out.

Create a Blog

Blogs are a great lead generation tool. They give your customers relevant information and show your expertise. Optimize your blog with SEO for the best results.

Guest Blog for Others

Guest posting is writing a blog post for a blog in a resource your audience trusts. It helps build your trustworthiness. All you have to do is offer to write a blog for someone else’s website. These collaborations can be one time events or ongoing.

Optimize Images

Since Google can’t actually see your images, you can use Alt tags to describe an image to Google. This makes your images show up in searches and provides another way for people to find you.

SEO Lead Generation Strategy

SEO should be a vital part of your lead generation strategy. We hope you can use these tips to up your SEO game. Need more help with your online marketing in Kansas City? Contact us, and we can work with you with SEO and lead generation.

Let’s talk about your business

Please let us know how we can help your business. You can shoot us an email, call us, or connect with us via Social Media.