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Which Blogs Generate the Most Traffic?

Which Blogs Generate the Most Traffic?

Posted on Jul 27, 2017 by Alyssa Zucker

As part of your inbound marketing strategy, the goal of publishing blogs is to generate traffic; however, generating traffic through a blog channel can be quite challenging if your blogs are not catching your readers’ attention. It is crucial to understand your target audience and what interests them in order to give them a blog worth reading. Here are six types of blogs that give you the best chance at generating traffic:

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Basics of Inbound Marketing

Basics of Inbound Marketing

Posted on Jul 25, 2017 by Emily Ballard

Optimizing your website’s keywords, call-to-actions, and landing pages are fundamental in search engine optimization and getting started with inbound marketing. It takes time to rank higher through organic SEO methods, but inbound marketing is one of the most cost-effective ways of capturing the attention of high-quality prospects. The second most important contributor to organic search engine optimization is producing blog content that is knowledgeable on topics within your industry and valuable to your ideal customer. Optimizing your website for conversion and creating content that that resonates with your readers will set you up for continuously bringing in high-quality leads.

Attract

Creating in-depth buyer personas is the first step in understanding your ideal customer, their wants, their needs and their problems. Offering useful information on your website and in blog posts that is tailored to your ideal prospect creates trust and credibility, and ultimately resonates with readers. Developing content that appeals to different, specific target audiences demonstrates knowledge across your industry and can continue bringing readers back for more information in the long run. Publishing valuable content on a blog, along with utilizing keywords and optimizing landing pages, is the most fruitful way to rank organically in Google search results. Once you’ve optimized your website and content management system, pushing content out on social media platforms will drive high-quality visitors to your landing pages and ultimately increase conversion rates. As you outline your buyer persona, keep in mind which social media channels your ideal prospects hang out on, as this should be your primary focus on where to push out blog posts.

Convert

In order to ensure you’re attracting high-quality visitors that will convert to paying customers, you need some sort of information on who is reading your content—this is where optimizing your landing pages becomes crucial. Your landing page needs to consist of a form where readers have to enter information such as their name, email address, and job title to access your content. Construct messages specific to your ideal prospect and A/B test call-to-actions so that you know what is most effective in leading people to enter more information. Landing pages need to be tailored to assure the reader they will be receiving beneficial information, and optimized with keywords and high-quality information in order to increase conversions. Give them an incentive to fill out a landing page such as receiving a free downloadable like an eBook, webinar, how-to guide, or percentage off of their first order. As you embed keywords throughout the content on your website it will increase search engine ranking, thus driving more traffic to your website.

Nurture

Once you’ve attracted the right prospects and converted prospects into leads, it’s important to convert leads to customers at the right time. Keep track of the information you’ve obtained on each lead through a customer relationship management system. This allows you to better engage with each lead, and offer more tailored information specific to their needs until they are ready to convert to a paying customer. If a prospect reads your blog, clicks on your call-to-action, fills out a landing page, downloads your ebook and still isn’t ready to become a customer, have a series of emails on deck to nurture them and offer them additional valuable information for free. This additional information should be tailored to their needs and their previous actions, which will tell you what you need to offer them.

Inbound marketing takes time but is more beneficial for your business in the long run rather than pay per click advertising methods. Offering valuable information for free builds trust, brings customers back for more information, and creates loyal customers that will stand by your brand in the long run. Do you need help with your inbound marketing efforts? Contact us here!

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Is SEO Still Relevant in Marketing?

Is SEO Still Relevant in Marketing?

Posted on Jul 13, 2017 by Alyssa Zucker

The general concept is that higher value content achieves a higher ranking in search results, which ultimately increases visibility and drives website traffic. Search engine optimization (SEO) gives your site a fighting chance, by aligning its structure and content to the complex algorithms used by search engines. However, these algorithms and strategies are constantly changing, and have thus made it a struggle to keep up. In a quality-focused world of consumer choice, the question arises: is SEO is still relevant?

SEO

Search engine optimization is a strategy used by over 50 percent of B2B marketers for lead generation. Though the rules may drastically change, like when Google cut the keyword stuffing and backlinking methods, each change opens the door for new tactics to catapult search engine rankings.

Previously focused on desktop search, SEO is currently navigating the trend toward a more mobile-dominated market. This growing need for more engaging experiences on mobile is where responsive web design comes into play (if you haven’t heard of this, it’s time for an update), and new SEO algorithms are adapting to this. Another advancement in the realm of SEO is Google’s introduction of the Accelerated Mobile Pages Project (AMP). AMP allows for pages to load more quickly and easily, giving them more opportunity to be seen. AMP also introduces the possibility for publishers and advertisers to retain creative freedom for how their content appears.

Keywords

It is less likely, when searching, that a consumer will enter an exact website URL, opposed to a set of keywords. Keywords allow users to generally or specifically describe their search criteria, in a way that feels more natural than a longer URL. The right mix of keywords can also greatly benefit your search rankings, if users see your site as relevant, based on your keywords.

The outdated method of keyword stuffing is no longer relevant due to the trend toward a more narrow focus of traffic. While this update may seem counterintuitive, the new algorithm seeks to strengthen the quality of keywords to refine search-generated traffic into a more potent mix of relevant consumers. These changes ultimately reduce levels of extraneous consumers who really have no interest in your product or service. The remaining traffic is therefore made up of tangible, potential consumers—what the business folk call leads.

To answer our previous question: Yes, SEO is still relevant and vital to your marketing strategy. However, what works in January may change in March, so the ability to adapt is crucial as well. Various components, such as AMP or an up-to-date keyword strategy, work well to complement your overarching SEO efforts. However, one component on its own is no substitute for a solid strategy of thoughtfully implemented tools and resources. What do you think is the most important feature of SEO? Let us know in the comments!

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Five Tips for Branding on Social Media

Five Tips for Branding on Social Media

Posted on Jun 13, 2017 by Emily Ballard

Brand strategy as a concept can often be bit murky or esoteric. Whether you’re an established business or an individual searching for a more prominent way to self-brand, it can be difficult to identify a starting point and select a course of action. Social media offers endless opportunity for engagement, so maintaining a cohesive presence across platforms can be daunting. It’s important to remember that your strategy is your anchor, and keeps your team in sync with how your brand interacts with the world.

There are also many tutorials out there, but the truth is that it just takes practice. Proficiency with social media is one of those things that comes through experience. To help get you started, here are some widely accepted components for a basic, well-rounded strategy:

Finding Your Voice

Establishing values early on is essential for staying true to your brand’s roots. Consistency and authenticity (ie: with dialect and tone) also help to foster trust that you are who you claim to be. With that, you develop a personality on social media that makes it easier for consumers to relate and entices them to engage more. People want to feel like the content they are consuming is genuine, and will likely form a positive association with your brand when that is the case. Again, finding your voice on social media takes time, but as long as it’s natural it will soon become second nature.

Tell Your Story

Here at HMG we’re currently in the process of a complete rebrand. When I joined the team in February, one of my initial goals was to increase engagement on social media. The first thing that came to mind was to tell our literal story by sharing what’s happening around the office. However, we also like to see what’s going on throughout the community, which helps to tell a different, more casual side of our story. Once some time has passed, share a few throwbacks to apply a very personal tone to your progress. People love to see others succeed—it’s both motivational and rewarding.

Engage With Your Audience

As you find your tone and start to post more frequently, you’ll see more engagement (trust me). Sparking conversations with your followers makes them feel valued and acknowledged, which creates a sense of community. Keeping up with platform updates will also help you to find new ways to interact with your followers. People tend to notice when a specific brand interacts with them and may become more likely to consider or recommend your brand as a result.

Post Regularly

Staying relevant is every brand’s top priority. Consistency plays a direct role in staying in the consumer’s top-of-mind—even if you only post twice a week. Although the more you post, the more engagement you will likely see. Scheduling specific days for certain content also makes producing content easier and less stressful. For example, I post every Monday. There’s usually a lot going on around here, but if it’s a quiet day in the office I’ll post a little motivation Monday (since we could all use that from time to time). That takes the pressure off if it’s one of those rare, still days in the office. Posting regularly also gives your followers something to look forward to. So if you’ve just hit a milestone with a cool project, share the progress!

Stand Out

Adding value to your content is the number one thing you can do that will make you stand out. This is another one of those easier-said-than-done things. Maintaining your personality throughout your content, while continuously sharing valuable information for your readers to digest will result in reciprocated engagement as well. Share insight, ask questions, ask others for their opinions and post visuals such as photos and videos. It’s always a great feeling when you know that you’ve delivered awesome content. On the other hand, sharing another’s authoritative content says a great deal about what you appreciate and support from your peers.

Social media opportunities are wide open for reaching new consumers. As simple as this all may sound, there are many things that even big brands forget to take in consideration. While it remains a relatively new tool for branding, it has also become essential for adapting to the latest trends, technologies and markets. Let us know how your brand strategy leverages social media in the comments below!

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How an Old Business Can Attract New Clients

How an Old Business Can Attract New Clients

Posted on Apr 11, 2017 by Alyssa Zucker

Can an old dog learn new tricks? The answer is yes, and with all due respect, your business may be an old dog. Just because your business has stood the test of time and remained strong doesn’t mean there is not room for improvement. The business world does not stand still, and in order to keep up with its constant need to move and change, your business needs to adapt to it. Among other elements of business, methods for attracting clients seem to shift rapidly in line with cultural and market forces.

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Our Top 4 Brand & Marketing Panels at SXSW

Our Top 4 Brand & Marketing Panels at SXSW

Posted on Mar 09, 2017 by Emily Ballard

Keeping up with target audiences can be a challenge in today’s world since social media was brought into the mix. This year, South by Southwest is hosting some of the most intelligent brand and marketing specialists. Technology is booming and more fast-paced than ever before, so the demand for insight and guidance has never been greater. At these four panels you will hear directly from industry leaders on how to build your brand, grab your target audience and keep their attention. These events range from beginner to intermediate, and are perfect if you want to delve deep into the newest marketing trends.

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