Adrienne Wilkerson

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I’ve been running one business or another since 2001, and there are a few things I’ve learned the hard way over the years. One of them is just how much a business challenges you to grow into a better version of yourself. Don’t get me wrong- you can start, grow, and run a business without allowing it to change you. You can be stubborn and force the company and the people in it to conform to you and your way of doing things. But if you let it be, there is so much more to it than that.

Running a business, a department or a team involves many challenges and dynamic professional and personal growth opportunities. As each one comes up, you’ll have the chance to embrace it and grow, or avoid it and probably have to keep repeating the same challenge over and over and over again. Perhaps that is the difference between people who just run a business and those who lead. People who lead want to grow, change, and become better versions of themselves. And you can find leaders in every layer and with every title imaginable in any business. Because, sadly, you can run a business and not be a leader. You can be a manager and not be a leader.

One of the hardest lessons I’ve learned over the years is admitting that I was wrong! I’m happy to admit that something isn’t working, and we need to pivot. I’m great at pivoting, but I don’t like to have to do it because I made a mistake. Talk about having to go around and around the mountain before I learned this one. There is nothing like leading people and running a business to expose every mistake you’ve ever made! In my younger years, I got pretty good at always explaining why that thing went the way it did, and I could usually skirt around the fact that I made a mistake. However, with some valuable help from friends and my business partner, I realized I was spending a lot of energy trying to come up with explanations to justify the mistake.

Let’s face it: running a business is about making mistakes, and that was a mindblower for me. There seem to be a couple of different types of business leaders that fall into this category. Some don’t want to decide because they fear making mistakes. So, they stay in the information-gathering stage and never seem to get enough information actually to move forward with any action. Others will also be afraid of making wrong decisions, so they refuse to and instead force or manipulate others into making the final call so they always have a scapegoat. Then others do what I did and find a way to explain away the mistake through outside circumstances or people. I’ve also seen the manager or business owner who is more than willing to make a decision, and if it goes wrong, they pivot and move on as fast as possible and hope no one remembers that they were the ones who made the call in the first place. They often gloss over mistakes and focus on the next step in the next phase.

Regardless of which one of the above resonates with you, let me share that one of the most significant areas of growth we have to make as leaders is to embrace making mistakes. As leaders of a business, a department, or a team, we make A LOT of decisions daily. Facing decision burnout is a real thing. In fact, it’s such a thing that leaders like Steve Jobs and others wore the exact same thing every day to eliminate a decision they had to make that day. They recognized the importance of the limited number of decisions “in them” on any given day and worked to maximize their focus on the ones that mattered.

So, we make a lot of decisions every day. What happens when we make the wrong ones and failure occurs? For me, I had to grow and shift the entire way I looked at mistakes and failures.

The story goes that once someone asked Thomas Edison if he was daunted by how many times he had failed at creating the light bulb, he responded, “I have not failed. I just found 10,000 ways that don’t work.”

Some people seem born with this mindset; I had to learn it. I had to start with three words that were some of the hardest for me to say… “I was wrong.” Or “I messed up.” Either version was oh so hard, but to be honest, I found freedom in owning the mistakes instead of investing so much energy in trying to explain them away. I embraced Edison’s mindset and even his words. I started realizing I could own that I messed up and acknowledge that it didn’t work, and I could try again; it wasn’t the end of the world.

Talk about a game-changer!

It felt like a muscle that got stronger the more I worked it, the more often I said, “I messed up, and that didn’t work. Let’s try again. Let’s try a different way.” And it became more like second nature to own my mistakes and failures and to be able to learn from them and move on to something even bigger and better!

Dr. Nelson Mandela said it well, “I either win or I learn.” And trust me, when building a business and running a team, you will learn a lot.

The more I owned my mistakes and failures and looked for ways to grow, the more incredible things started happening in Beacon. My team also started feeling free to own their mistakes and failures. Instead of judgment, we found a new level of respect for each other. Because guess what? We all knew when someone messed up, and we usually knew who it was and why. So many times, it’s only you who thinks no one else knows that you messed up. But when someone, especially the leader, won’t own up to a mistake or failure, it handicaps the entire team and limits everyone from learning and growing. Many leaders believe they will lose the respect of their team if they admit they made a mistake. I’ve not found this to be accurate; if you have, then you probably have the wrong team, or it will take a while to shift your internal company culture. But that shift has to come from us first as the business leader. It takes courage to be the first to own failure, but the reward is so worth it.

Another profound outcome was that we all started making more mistakes. I know that it sounds counterintuitive to call that profound, but it was. Why? Because we were making more mistakes because we were trying more new things, we were innovating and pushing our boundaries. When we let go of the fear of failure and mistakes, we found the freedom of expression, adventure, and the unknown that led us to incredible new places and discoveries. But if we are so bound by our fears, failures, and mistakes that we won’t try coloring outside the box, we will forever be bound by the box and our mistakes! And that is a miserable, dead-end place to be.  

It is worth pointing out that there are different kinds of mistakes. Some come from pushing the limits and growing, and then there are the mistakes that come from laziness, fatigue, burnout, incompetence, a heavy client load, and more. They are similar but oh so different, and when a company is growing fast and/or there is a lot of change in an industry, it can be hard to tell the difference between the two. The first step is owning the mistake, then you can identify if it was the result of innovation or negligence, then you can figure out what you and your team need to learn and adapt to.

It is our responsibility as leaders to create a culture of learning and innovation, which means we must encourage mistakes and failures. They will always go hand in hand. As leaders, we get to be the first to step up and own our mistakes. We must have the courage to say, “I messed up. Here’s what I learned, and here’s what we’re going to do differently next time.” And when we lead this way, we hold space for our entire team to do the same. Commit to this type of change and watch it transform your company, team, or department!

One of the biggest challenges visionaries and founders often face is the transition to President or CEO. According to a Harvard article “By the time the ventures were three years old, 50% of founders were no longer the CEO; in year four, only 40% were still in the corner office; and fewer than 25% led their companies’ initial public offerings.” Those are some pretty sobering numbers, even if you never expect your company to go public. So why is it so hard for founders to transition to being CEO’s? We’re going to tackle this in several parts, so welcome to part 1 where we explore what it means to be a founder.

What does it take to be a good founder?

In my experience, there are two basic types of founders. The first are those who have already been making a product or providing a service at another company and they decided they could do it better on their own, these are often the technician or production founders. The other is someone who sees a need or a problem they believe they can fix so they set out to do that-the how is almost irrelevant, these are the visionary founders. Both types of founders want to provide quality and value to their clients and both want to make a difference in the lives of others.

In either case, it is important to know that flexibility, innovation, and adaptation are key elements that make a good founder. Regardless of whether you’re already an expert at creating the widget or you’re figuring out a better way to solve a problem, you will have to innovate, test the market, and adapt.

So what does it actually take to start a company? When I think about the early years of Beacon and what got Jennifer and me through I think of the following skills:

  • Scrappy: We were always willing to do whatever it took to make things work and since we were self-funding our own growth we never had enough cash flow. This forced us to get scrappy and creative. We had to do many of the early office renovations ourselves and enlist the help of friends, family (thank God for my husband’s construction skills), and employees. We all pitched in to assemble and move furniture, paint walls, and whatever else needed to happen.
  • Innovative: This one is similar to scrappy but different in my mind. Innovative has more to do with generating creative solutions to challenges the industry was throwing at us. We were first to market in Alaska as a digital marketing agency and there weren’t a lot of models to follow so we made it up as we went along. For example, we realized that since social media marketing was a new concept to Alaska, we had to do a lot of education as part of the sales process, and that education didn’t stop after the client signed. So we started offering marketing classes to the public and made them free to our clients. We taught them how to do what we did. This quickly increased the understanding of the public on the benefits of digital marketing and improved our clients’ understanding of what they were paying us to do every month.
  • Perseverance & Grit: Starting a company is hard. It just is. Anyone who tells you differently is trying to sell you something. Don’t get me wrong, it is one of the most rewarding things you’ll ever do, but almost nothing outside of raising kids will leave you so frustrated and sleep-deprived. To start a company you have to have grit, that willingness to do the hard things, and the perseverance to do it day in and day out. There are really big highs and truly deep lows and you honestly have to be seriously stubborn and refuse to stop working toward your dream.
  • Naïve: This might sound weird to some, but if you’ve ever started a business before you’ll relate. There is a strange, blind naïve that comes with being a founder. You’re just sure everything is going to work out. Just because it didn’t for that other person…well you’re sure it will be different for you, because it’s you. There is a blind faith amongst entrepreneurs that we will achieve our vision, even if we can’t tell you exactly how. This was certainly true of Jennifer and I as founders. We started Beacon in 2012 with no money, just the belief that this was a huge opportunity for small businesses and we were the ones to help!
  • Visionary: This is one of the hallmarks of a good founder….vision! When Jennifer and I merged businesses it was because we had a vision for how much digital marketing was going to disrupt traditional advertising and how it could transform marketing for small businesses. We could see the change that was coming and we wanted to bring that change to bear for small businesses.

Being a Founder

Starting a company is often something that comes as a response to a need or a problem, rarely do any of us founders start a business because we want to get rich. Money is a helpful tool but it isn’t the why that drives most of us to start a business. The founding years are times of a lot of hard work and investment of time because we believe in our cause. This is why the list of traits for a founder are so important and you’ll notice the desire to make money isn’t on that list. Yes, we all need to make money, it keeps the lights on and enables us to feed our families and pay our employees (very important things), but it won’t get us through the early challenges and sleepless nights.

What does get founders through is a cause bigger than themselves, a knowledge that they are making a difference. The belief in this cause is what fuels us to push through situations that would stop most people in their tracks. A new company needs a founder who can inspire people to come and join the cause. A person who can see the vision and who is willing to try new things, fail, learn, and try again…over and over again. Founders tend to create a company around them; their vision, their style of communication, their working style, and typically the founders know everyone in the company. This works great when a company is just starting but there will always come a time when a founder needs to decide what the next step is for their company. Come back for part 2 as we explore what happens when a company starts to out-grow its founder.  

How does it effect a company culture when it’s leaders are willing to “jump off the cliff and build the airplane on the way down?” 

Entrepreneur: Someone who jumps off a cliff and builds a plane on the way down.

I can’t remember where I first saw or heard this quote, but I’m pretty sure it was on Pinterest back in the day when Jennifer and I first merged businesses. Needless to say, it resonated and it is something I’ve used a lot over the years in an attempt to explain our crazy culture.

To say Jennifer and I are comfortable with risk is the understatement of the decade, especially when we started in 2012. There is a blissfully naïve element to every entrepreneur, we’re sure we can make it work—no matter what. We’re sure we can overcome whatever obstacles building a business throws at us and as our Chief Revenue Officer, Ken Okonek, says—we always bet on ourselves.

I’ve heard it said that if an entrepreneur really knew what it was going to take to start a business then they probably would never do it; that our naivety is really the only reason we think it’s reasonable to build the plane on the way down, but call it what you will: eternal optimism, naivety, blissful ignorance…whatever: it doesn’t change the fact that being willing to “jump off the cliff and build the airplane on the way down” applies to so much more than starting a business, it is about building the business too. To scale a business, especially scale it aggressively, you are going to have to be constantly innovating. This means you and your teams are going to have to jump off the cliff again and again and again.

Bold. Innovative. Courageous. Daring. Visionary. Pioneering. Resourceful. Driven. Motivated. Determined. Adventurous. Risk-taking.

These are all words that inspire us. We like watching movies where the hero is all of the above and triumphs against all adversities and obstacles. It inspires thoughts of being a part of something greater than ourselves; of making a difference in our world. I have come to realize there is both a light and a dark side to this level of comfort with risk. There are challenges of course but benefits as well.

What are the cons or the challenges we’ll face?

Uncertainty: Embracing this approach means operating in a highly uncertain environment, which can lead to unpredictable outcomes and risks.

Resource Constraints: Building the airplane on the way down requires significant resources. Resources don’t just mean funding, thought that is usually the most important. Resources also means getting the right team togther as well as all of the other resources necessary to build a product or offer a service.

Adaptability: Companies must be able to pivot quickly and consistently in response to changing circumstances and new information.

Risk of Failure: People must be prepared to accept and learn from failure, and there is always a high risk of failure in this approach.

Pressure and Stress: The high-stakes nature of this approach can lead to significant pressure and stress for company leaders and employees.

Lack of Structure: Operating in a highly uncertain environment can lead to a lack of structure and clarity, which can be challenging for leaders and employees to navigate.

What are the pros? Are there benefits?

Rapid Innovation: Embracing uncertainty and taking bold risks often leads to rapid innovation and the development of groundbreaking products or services that can improve people’s lives.

Adaptability: Companies that embrace this approach are often highly adaptable and able to pivot quickly in response to changes.

Competitive Advantage: The bold and unconventional nature of this approach provides a competitive advantage and the ability to differentiate in a marketplace, even a busy or overcrowded one.

Learning and Growth: Embracing uncertainty and taking bold risks can lead to significant learning and growth opportunities.

How does that affect your team?

Here are some of the things we’ve struggled with and worked on improving and addressing over the years.

How do you find the right people who are willing to jump with you? Is always a significant challenge for several reasons. Firstly, people who are willing to jump and build the airplane with you are rare. Finding people as comfortable with risk as you are is understandably hard. There is a saying that if it was easy, anyone could do it. The fact that it is hard is part of the reason it is the select few that succeed at it. So have some grace with the people you recruit if they are less risk-tolerant than you. In fact, it is good to surround yourself with people who are a little more hesitant to jump than you. My co-founder, Jennifer, and I have always laughed that while we are both willing to jump off the cliff, she is usually first and I’m usually right behind her after I grab a few things or at least make sure I throw some tools down before me. It is actually vital to the success of any endeavor to have a balanced team and make sure to staff your weaknesses.

First, you have to identify and own your strengths and weaknesses as well as those of your team and then you have to staff them. The key is a balanced team. You want people with various levels of comfort with risk and change. If you have an entire team who is all rushing to be the first one over the edge there is a very strong chance you won’t have any tools or assets to build anything on the way down. A balanced team increases the chances you will have enough of both to make a pretty passable airplane before you hit the bottom. The challenge with a balanced team is that you are combining people with opposing strengths and skills to create balance and that can create friction. Now don’t get me wrong, I believe friction can be a good thing. But if you haven’t created a team that is comfortable with constructive conflict and has enough shared values to find the most creative and effective solution as a result of that conflict, then you will just have friction and nothing will get solved.

In an article published in the Harvard Business Review, Dr. Amy Edmondson coined the term “psychological safety” and it is a concept that has gained a lot of traction in recent years. While even Dr. Edmondson owns that it is more art than science, the idea of creating an environment that is safe for people to express their ideas, concerns, and to even try and fail is paramount to high-functioning teams. I would say that without creating an environment of psychological safety it is virtually impossible to have constructive conflict. Instead, you will have avoidance and a lot of drama going on under the surface that undermines the team’s ability to build that airplane, let alone be comfortable with jumping off the cliff.

Balance is imperative to every high-functioning team, but it is also important that you have the right combination of people and you understand each person’s comfort with change otherwise you risk burnout.

Our employees who are less risk-averse have told us over the years that they often feel a little more intimidated to raise their hands in various situations because they don’t want to hold the team back or be the wet blanket as it were. So as leaders, it falls to us to go the extra mile to seek out their thoughts and perspectives. We need to make a point of making sure they are heard.

Having a company culture that values risk-taking and pivoting frequently also leads to the potential for high burnout rates. Often the burnout first shows up in those less comfortable with risk and they are your warning sign of trouble ahead. I have found that when you have leaders who like to jump first and figure it out on the way down, sometimes they are halfway down before they realize half their team isn’t there with them, they are burned out at the top of the cliff. Leaders need to take steps to plan for the inevitable burnout for themselves and the team.

One of the ways to keep burnout from taking over is to keep the vision alive and your why in focus. There needs to be a very good reason why you are taking the risks and bringing everyone else along for the ride. If it is just the adrenaline rush of taking risks everyone is going to burn out, you included, and for what? What was the goal? What was the purpose for all of the stress and sleepless nights? As leaders, we must keep our why in focus for ourselves and our team lest we lose everything in the rush.

Most founders tend to be the type of people comfortable with a lot of risk, otherwise they wouldn’t have started a company in the first place. Keep in mind that you need to hire some balance into your team to be able to build a company that is successful in accomplishing the goal. As founders who are natural risk-takers, we need to own our weaknesses and hire to balance them out. Once you get the right team in place make sure you stay hyper-aware of the pros and cons and how a company culture that is comfortable with risk can lead to burn out.

Originally published on June 12, 2018. Updated on July 9, 2020.

So you have your social media editorial calendar and you’re consistently posting good content and putting ads out there on social media. Congrats! Good job! Way to be proactive!

The next question, naturally, is how effective are your efforts? Is your hard work producing results? It’s great if the phone is ringing more or there is more foot traffic at your place. But do you know where it’s all coming from? If you don’t this is a great article for you! Getting out there and being active as a business on social media is at least half the battle. However, if you’re not paying attention to the results and where they are coming from, there is a very real possibility you’ll burn out on social quickly. Here are three things to consider to make sure your efforts are producing the results you want and need.

Does Your Social Media Marketing Have Reach?

When we talk about reach in social media marketing, it means something similar to what you would expect: How many people could see something published by you. It doesn’t mean how many people are engaging with your content, but the total number of eyes that could be seeing the posts you put out.

While reach is important to keep an eye on, it isn’t the blockbuster measuring stick it used to be. In the earlier days of social media marketing, there were considerable bragging rights tied to the number of fans or followers you had. This got so bad that at one point brands and even celebrities were “buying” likes, followers, and fans from random places like Thailand, Cambodia, and others. Facebook caught on to this disappointing fad and shut it down rather quickly. Now the focus is on quality over quantity. Yes, you want the number of fans you have to consistently grow over time. However, making sure you engage the followers you do have is now more important than just being the one with the most fans.

The number of impressions is a valuable metric to track on Facebook because it means someone saw the post or interacted with it in some way. Twitter, on the other hand, counts an impression when a post is delivered to a particular Twitter accounts stream. They do not say that someone has seen the tweet, just that it would show up somewhere in a person’s stream. Make sure you keep this in mind as you are comparing stats. In my experience, impressions, especially on Facebook, are more important than your reach numbers. I say this because reach is about the potential and impressions is about those who have seen your material.

Are You Getting Leads from Social Media?

Having quality engagement and reach on social media is a good start, but the goal of these efforts is to drive traffic and leads to your company. I believe social media has a lot of power in generating brand awareness. It is foundational that the public knows your business exists. Awareness is the first step, and while it is more intangible than getting a customer, it carries a lot of value.

Once people are exposed to your company, then you want them to choose you over the competition. You want them to become leads, which are potential new clients. For the most part, we consider followers or fans as leads when they make the jump and click on a post, an ad, or tweet that takes them to your website or a landing page. Some people will give your business a call directly from Facebook, but honestly, this is rare. Leads typically will reach out via your website or a landing page when they are ready to make a buying decision. We do see a fair number of our clients get business via a direct message on Facebook as well.

Google Analytics is a great tool to track the amount of traffic that is coming from social media to your website and if you use a landing page creation service like LeadPages you will have their tracking metrics to look at as well. If your social media marketing isn’t generating the amount or the type of leads you want, that usually means you aren’t on the right platform, or your content isn’t engaging the right customer.

Are Your Leads Converting to Customers?

The final step in the process is making sure your leads are converting to clients. Usually, you have to do this tracking internally because in involves making sure you know which of your new customers were referred to you by social media. If you are marketing through multiple channels, make sure you track which one is delivering better quality leads. That is then the one you need to put the most effort into.

To be honest, this final stage of tracking is often the one most overlooked. There are no easy tracking tools like Google Analytics to automate it for us. Instead, we have to train ourselves and staff to consistently ask the right questions to gather the date we need to prove ROI from our social media efforts. However, it is well worth the extra time and attention to close the loop.

Social media marketing is a powerful tool for businesses in Anchorage and across the US. Part of what makes it so powerful is the tracking that is available to everyone who does it. The monitoring gives us the data we need to prove what is working and what isn’t. The information we get paints a roadmap by which we can guide our marketing to be as effective as possible. Without this data, we are driving blind and throwing our money away. If for any reason, your social media marketing is not getting the results you want, the answers are probably in the data we discussed in this blog and my blog on the effectiveness of your social media. With that information, you can tweak and adjust your marketing until you are getting the clients you want from your social media marketing.

Originally published on May 10, 2018. Updated on June 30, 2020.

You’ve started your own business. You’ve got a steady stream of customers. You’ve got a website. You’ve got a great reputation and plenty of word-of-mouth recommendations. Things are going well – really well – and you’re looking to take your business to the next level. Social media marketing will play a key part of this, so if you haven’t already, it’s time to set up some accounts. From there, you can develop a social media marketing strategy.

Want to cut to the chase? Schedule a free consultation.

Getting started with social media marketing

First things first, what accounts do you need?

Well, it depends a little on your business, but we always recommend Facebook and LinkedIn. These two create a solid foundation. Facebook is the biggest social media platform in the world, which means it has enormous reach, as well as a really comprehensive advertising platform that means you can connect directly with your target customers. LinkedIn is a business networking platform, which is a great way to connect with other business leaders in your area and stay across the latest trends and developments in your sector.

Of course, there are many other platforms available for businesses to join. If your business is lifestyle based, very visual, or primarily works with women, you might find it helpful to have an Instagram page. If your business primarily works with young people, you might want to consider a TikTok. If you work in a technical field and most of your customers are men, you could consider investing in YouTube. Different platforms are optimized for different demographics, and each one has its pros and cons in terms of ROI.

When you’re starting out, however, Facebook and LinkedIn are great first steps.

Read more: What are Facebook Ads and how to we use them?

How social media marketing works

Second, you’re going to need to develop some content – but how can you tell if it’s working?

There are four key factors that determine whether your social media marketing strategy is successful or not: reach, engagement, leads, and conversions. We’ll delve into the first two in a little more detail below.

Social media marketing for reach

Put simply, reach means the people who are seeing your messaging. This includes the people who follow your account, as well as the people who see any ads you run across the network. As you can imagine, the bigger the reach, the better your chance of targeting the right people, so it helps to develop a big audience.

This means publishing the kinds of content that people actually want to see – for example, things that are interesting, amusing, or helpful. It could be a snippet of important local news, a how-to guide to solving a common problem your customers face, or a personality filled post with an accompanying image that will brighten someone’s day. This will make you memorable and will ensure as many people follow you as possible.

However, social media marketing is different than traditional marketing. In the pre-internet days, advertisers would post messages everywhere, with the hope that casting a wide net would generate a few bites from the right consumers. Facebook’s biggest attribute is undoubtedly its ability to cultivate audiences based on interests. The people following you will be interested in your business, as well as your products or services, which makes them far more likely to take you up on any offers, deals, or promotions you’re running.

As you can see, reach is a really important component of your social media marketing strategy, so we recommend spending a little bit of time thinking about your target customer and creating a buyer persona. Then, it’s a great idea to sit down and create an editorial calendar with a bunch of ideas of interesting and engaging things you can post and share to capture this person’s attention. Make your account as interesting as possible!

Read more: 10 tips for optimizing your social media.

Engagement is the core of social media marketing

Once you’ve built your reach, you need to focus on engagement. You’ve figured out who your target customers are, you’re posting interesting content, and you’ve built up a solid audience of current and prospective buyers. The next step is to elicit a response from them, which will ensure you’re top of mind when they need you. There are three main responses you will want to watch for and track: likes, shares, and comments.

Likes

Likes are important on a post because they show the algorithms of most platforms that this content is something people “like,” which means it warrants making it into more people’s feeds or a higher ranking in search results. Also, people tend to pay more attention to a post with more likes; it means to us that this post is “popular” and we should follow the crowd and like it too. It’s a relatively passive response, but it means your posts will show up in newsfeeds extending past the collection of people who follow your account. Free advertising? Sign us up!

Shares

Shares have a lot more value than likes, because it functions as an endorsement. Pay attention to how many shares your posts receive, because the more, the merrier. When your material is being shared, that means you are hitting the mark and producing content your followers find interesting enough to share with their friends. Essentially, they are putting their name behind the material once they send it out to all of their friends, colleagues, family, etc. This is great when it comes to building awareness of your brand and promoting special offers.

Comments

Comments are a good indicator of engagement because they mean that your material is resonating with people and they want to take the time to leave a comment. Of course, there’s no way to control what people will say, and you may get a mixture of positive and negative feedback, but we encourage our clients to open up comments for a couple of reasons. First, comments show that your material is hitting the mark with your target audience. It’s not boring! Congrats. Second, allowing comments is an excellent opportunity to have a conversation with the people who have chosen to view the content your company is putting out. Anytime you can have a conversation it is a great chance for you to engage and learn more about your customers and prospects.

Read more: Facebook Ads – what analytics should I track?

Leads and conversions in social media marketing

That’s all we have time for today, but stay tuned for another blog about using social media to develop leads and drive conversions. In the meantime, you can read more about capturing qualified leads with landing pages, or if you work in the functional medicine sector, how you can use marketing to convert leads.

Ready to get started? Schedule a free consultation.

Originally published on June 7, 2018. Updated on June 26, 2020.

We all get a ton of email these days. In fact, according to DMR, 205 billion emails are sent daily and the average office worker gets 121 emails a day! That means there’s a lot of competition when you’re trying to implement an email marketing strategy. The email jungle gets even thicker when you consider that there is only an 18% open rate for desktop users.

The question, then, is how do you make sure your email stands out instead of blending into obscurity? The truth is that email marketing can be an incredibly effective tool to educate people about the great products or services your business has to offer, especially if they’ve visited one of your landing pages and they’ve signed-up for your mailing list, a free consultation, or a free download.

Keep reading, and we’ll run you through some basics to keep in mind when you’re developing your next email. We recommend you use these tips frequently and liberally for the best results.

Want to skip to the good stuff? Go ahead and call us.

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Why is email marketing important?

Email marketing is a really useful tool, and it can be used in a number of different ways. If people have signed up and indicated they want to learn more about your products or services, go ahead and teach them. It’s also a great way to build loyalty and trust in your brand. You can do this by offering perks like special rates, access to competitions, limited-time offers, prizes, exclusive question-and-answer sessions, and much more.

Once people have a good experience with your emails, they’ll be much more likely to open them, read them, and reach out to you. It also means you’ll be first in mind when they do need your products or services – for example, if you’re a HVAC company, you want to be front of mind when their boiler breaks. If you’re a fintech company, you need to be at the top of the list when they’re looking for a new POS software. If you’re a general contractor, you want them to think of you when they need to upsize their home to accommodate their growing family. You get the idea. It’s a great way to build a positive brand experience over time.

Not sure how to start? We’re email marketing experts!

Is email marketing effective?

You betcha. Email marketing is incredibly effective, when it’s done right. That’s where it gets important to read the fine print. Spam does no-one any favors. Neither does sloppy copy, rambling text, or blurry images. You need to keep your emails sharp and polished with lots of value. Here are some of the tried-and-tested email marketing tips we actually use for our own emails:

#1 Have a strong subject line

A well-crafted subject line can be one of the most important parts of your email marketing campaign, because it’s your first impression. Your email needs to hook people and make them curious enough to click and open it. Ideally, keep it to seven words or less, but don’t forget to do some A/B testing because some audiences respond better to longer subject lines. Always ask a question with the goal of making them curious. Using numbers is a great idea for your subject lines, for example, 12 Tips for a Strong Email Marketing Strategy. (Oh hey! That’s the title of this blog post! #genius) The second headline and be more descriptive. Focus on using action verbs like 5 hacks or 3 best tips to engage people and pique their curiosity. Lastly, you can use brackets to indicate what the person is going to be opening or viewing in the email. For example [infographic] or [case study pdf].

#2 Create exclusivity

Everyone wants to feel like they are part of something special, especially if it means they’re getting something before everyone else. Apple does an amazing job at this when they send out their emails announcing their new iPhones. Everyone on specific email marketing list gets an email inviting them to take advantage of their “Pre-Ordering” offer. Considering people camp out at the Apple stores to be some of the first to get phones, it can feel pretty special to get the chance to pre-order and have the phone just show up at your door! Another way to make people feel like they are part of an exclusive club is to send them a link for information prior to it going public. Send your subscribers a link to your newest blogs or offers the day before (or even hours before) they go public.

#3 Be friendly and considerate

Remember, your amazing email marketing campaign is one of about 121 other items in their inbox. It’s a good idea to call that out, and acknowledge that it is a big deal they took the time to open your email. Make it worth their while! Delight them with great photos, engage them with fun titles. Create something that will genuinely make their day better. Show them how special they are to you for taking your time and turning out quality content. Make sure you are talking to the person opening the email, not AT them. No one wants to feel talked at, but we enjoy having a conversation.

#4 Be generous and positive

Continuing in the vein from number 3, if you make a point to make the viewer happy, they will look forward to seeing and opening up your emails. Whenever you can be generous, give something away. How can you make their day better, how can you make them happy? What can you give away, you may ask? Great question. Here are some examples of email marketing winners:

  • eBooks
  • eCourses
  • White papers
  • Case studies
  • Coupons
  • Free trials
  • Blog posts
  • Free assessments
#5 Make it scannable

One way you can make their day better is by making the information in your email easy to read! Break up your content with photos and subheadings; be concise in your verbiage and if you have a lot of text that needs to be communicated, or post it as a blog on your website and use the “read more” option in the email. It’s also a great way to get some traffic back to your website. Remember, they have a lot of items to get through, and your email marketing campaign needs to be respectful of their time.

#6 Don’t let them forget

This might seem like a no-brainer, but your email marketing campaign should keep reminding readers about what it is that you do and how you can help them. Your business may be the center of your world, but they might have only heard of you in passing, so create a great impression every time.

Courtesy of Vero
Courtesy of Vero

Got the idea? Call us and let’s get started.
#7 Encourage conversion

Statistically, we see that when people are given clear ways to make conversions, they are more likely to do so. This is especially true when viewers are given small ways to engage and convert. Small options could be “Tweet This” or “Follow us on Facebook. These small opportunities don’t require much of the viewer and give them a way to engage with your email marketing campaign.

#8 Make the next step clear

One of the cardinal rules of email marketing is to be very clear on what the next step you want the subscriber to take. Content Rate Experts stress how important it is to be very clear and obvious what you want them to do. The question you want them to answer is “What do I need to do next?” You want to make sure there is a very clear way for them to answer that question and take the action you want them to take. One of the most effective ways to help viewers take the next step is to use buttons. They are clear, basic, and effective. If you want people to click on something, give them an obvious button. Make sure it is not a subtle color but clearly, stands out from the design.

#9 Segment your emails

Just because you can send someone an email doesn’t mean you should. What we mean by that is that not EVERYONE in your email list should get EVERY email you send out. Email marketing is a long game, you need to build trust with the people who are getting your emails. Make sure the offer or the information in the email is relevant to the person getting the email. For example, if they are a long-time customer, they shouldn’t get the welcome email or the email with the special for new customers.

Instead, make sure they get an email with a coupon because you value them as a long-time, loyal customer. If you’re wondering how you should segment your email marketing lists, start with your end goal (i.e. increase sales, expand brand awareness, increase engagement on social media, increase event registration) then work backward from that point and map out the journey you want the customer to take to get to the goal. Here are a few ideas of how you could segment your lists:

  • Past purchasers
  • Past asset downloaders
  • Hot leads
  • New subscribers
  • Current but not hot leads
  • VIPs
#10 Leverage social proof

Online reviews have become one of the mainstays of people’s buying decisions, so factor that into your email marketing strategy. People trust what others say online. According to Vendasta

Artboard 2

#11 Plan ahead

Use an editorial calendar and plan out ahead of time what your email marketing strategy is going to cover, and when. Having a plan provides for time to edit, edit, edit. No matter how effective a writer you are, it is always a good idea to have a second pair of eyes on your work prior to publishing. Following your editorial calendar also allows for time to invest thought and really put some time into your email marketing. The effort you put into the email will show through for the viewers. The difference between an email that is hastily thrown-together email and one that is well thought out and considerate of the subscriber’s time in palpable and appreciated.

#12 Respect SPAM rules

Finally, it is critical to know the rules laid out in the CAN-SPAM act. Each infraction could result in a $16,000 fine so it pays to be aware of and adhere to the rules including the seven basic rules. Be aware that you must make it clear when someone gives you their email that you will be adding them to your mailing list. Just collecting email addresses at a conference (for instance: “throw your card in the jar and be entered into a drawing”) is not enough. You must let the people know that not only will you be entering them into a drawing, but that their address will be added to your email marketing list.

Let’s send some emails. Schedule a free consultation.

Originally published on June 19, 2018. Updated on May 25, 2020.

Shopping has changed a lot since smartphones were invented. Remember the good old days? All you had to do was see a TV commercial or hear a recommendation from a friend and know you were about to get a great deal. Today’s customers need a little more persuasion.

According to Think With Google statistics from January 2018, 53% of shoppers say they always do research before they buy to ensure they’re making the best choice possible. What’s more, nearly 2/3 of shoppers say online video has given them ideas that inspired their purchase.

It makes sense, right? Smartphones put all the answers right at their fingertips. They don’t have to blindly trust that a product is good; they can read the reviews, compare prices, and find out what the brand’s competitors are doing. Consumers are much more empowered.

There’s no way to ignore the numbers. The whole buying process has evolved, and if you want to stay profitable, you need to be changing right along with your tech-savvy consumers. They’re looking for educational material, reviews, and testimonials.

To stay on top, you need to provide them with that information.

Too hard basket? Try outsourcing! Schedule a free consultation.

Evolution of the SEO blog

Blogs have long been a powerful tool that businesses use to educate the public, in order to capture their attention, solve their problems, and gently guide them along the path to purchase. They’ve gone up and down in popularity over the years, but we say the humble blog is here to stay.

In the early days of blogging, all you had to do was write 400-odd words about your products and you’d be set. Various combinations of keywords would naturally boost your SEO, and it was an almost effortless way to start driving traffic to your website. Then other businesses caught on to the trend, and the floodgates burst open. Today, SEO is a fiercely competitive game.

Marketing strategies change all the time as technology and consumption habits evolve. The industry has moved away from traditional outbound marketing methods to new inbound marketing methods. The idea is not to force your brand messaging down the throats of the unsuspecting public, but to make yourself easy to find when they’re looking for your products and services.

Blogs are a critical part of this strategy, because the first thing anyone with a problem wants to do is find answers. Educate your prospective customers. Tell them tips and tricks, publish how-to guides, answer frequently asked questions. Try to help; don’t try to sell. Remember, today’s customer is tech-savvy, which means if they can’t find the answers on your digital assets, they’ll look elsewhere.

Give them a good experience, however, and they might stick around to learn more. They’ll browse a related blog article, or click through to your “about” page, or check out your products or services. If you strike the right note, they may even reach out and ask more questions.

Blogging has evolved a lot over the years, but it’s still an essential marketing tool.

Read more: Pump up your SEO efforts in 2020 with these simple tricks

What does modern blogging require?

Blogging is more than just blogging now, and it has been for a while. Consumers still can’t seem to get enough content and us content marketers are hard pressed to provide enough. Customers are demanding not just written blogs, but a variety of types of content.

Remember the statistic we shared about video? Two-thirds of online customers told Google that video has inspired them to purchase. A modern blogging strategy should include:

  • Videos: Short-format content, ranging from 30 seconds to about three minutes, can be a great way to convey information quickly and help your prospective customer.
  • Infographics: Significant amounts of content presented in a visual, easy-to-digest format.
  • Podcasts: Free audio files, usually offering informative content, delivered in subscription form that can be downloaded and listened to on the move.
  • eBooks: Longer format educational information, including how-to guides, can go a long way to boosting your credibility by presenting you as a thought-leader.

Read more: What is StoryBrand marketing and how can it help my business?

How does blogging actually help?

Another Think With Google article, published in June 2018, notes that modern consumer paths are becoming increasingly complicated. The average computer user will use 3.4 touchpoints before committing to a purchase, whereas a smartphone user will have an average of 2.9 touchpoints.

This means they interact with a variety of sources while researching their purchase before making a decision. The first touchpoint for the average smartphone user looks like this:

  • Web search: 22%
  • Store/manufacturer website: 18%
  • Price comparison website: 12%
  • Conversation with friends: 13%
  • POS/in-store visit: 7%
  • (A whole bunch of little ones fit here, including social media)
  • Video streaming website: 4%.

As you can see, web search and business websites are the two key sources of potential consumers – right off the bat. This means your SEO strategy needs to be on point, and your website needs to be in tip-top shape, if you want to catch people’s attention for the right reasons.

Blogs form a key part of this strategy, because they naturally contain more keywords than webpages, so they typically rank higher in search. A consistent stream of new posts also keeps your website fresh and up-to-date, which appeals to modern consumers.

Remember, this is just the first touchpoint in the process. For smartphone users, there are still another 1.9 touchpoints to come, and you want to be sure they find you.

Read more: Seth Godin is still right, content marketing is the only marketing left

Where do your clients consume content?

Most people start their research on Google, but many are also exposed to brands for the first time on Facebook and other social media channels. According to statistics from Facebook, published in 2018, there are 2.45 billion monthly users. About 247 million of these are based in the United States and Canada. More than half of these admit to checking the platform “more than a couple of times a day.”

Blogs make great fodder for search and social. Your Google Ads can drive traffic to blog posts; your Facebook and LinkedIn ads can share information for people to read, comment about, and (hopefully) share with their friends. They key is to be consistent, and keep ’em coming.

One of the foundational parts of running a 21st-century business is interacting with your customers. It’s as vital today as having a working business phone. In order to do that successfully, and capitalize on it, you need to figure out where they’re spending time online. You can make assumptions about this based on a couple of things – for example, where do you interact with most customers now? How old are your customers? Where are they based? Are you targeting consumers or businesses?

HubSpot is a leading American software developer, specializing in marketing and sales products. It compiles a report every year telling marketers what demographics are using different social media platforms, which is incredibly helpful when it comes to targeting the right people:

  • Facebook: The most popular age range of users is 18-29, at 81%. About 75% of users are based in urban areas, and 90% access the site via mobile devices. College graduates make up about 77% of adult users, and the median income is between $30K-$49K. Helpful, right?
  • Instagram: About 42% of Instagram’s users are college graduates. It’s a smaller number because it appeals to a younger audience, with 72% of users aged 13-17. However, it’s very powerful, because 60% of users say they discover new products on the platform.
  • LinkedIn: LinkedIn is a primarily business-to-business platform, and it has about 165 million users in the United States. The average age of users is higher: 36% are aged 18-29, while 34% are aged 30-49. As you might expect, many of these are college graduates.
  • YouTube: About 81% of American internet users aged 18-25 watch YouTube videos. It’s no surprise, then, that about 15% of all YouTube traffic comes from the United States. About 62% of YouTube users are male, who spend an average of 44% more time on the site than women.

See what we mean? Each platform attracts a different audience. You obviously already know who your target customer is, so you need to keep this in mind when you’re trying to reach them. The tone and style of your blogs will need to adjust to appeal to different demographics; so does the platform on which you share them. This really is about working smarter, not harder, in sharing your message.

Read more: Google judges your website based on mobile friendliness

It’s now called content marketing

Blogging emerged as a way to answer a need for content, boost SEO rankings and keep websites fresh. After all, it’s much easier to type out a quick blog post than re-think your website every week. As Google’s algorithm has changed, we’ve learnt to incorporate searchable keywords; as Facebook’s algorithm has changed, we’ve learnt to improve visuals and include video when we can.

However, blogging is no longer a standalone digital marketing strategy. Rather, it’s a critical part of a digital ecosystem. Modern marketing strategies might incorporate blogging as follows:

  • Problem: A business wants to increase brand awareness and generate leads
  • Solution Part 1: You create an editorial calendar – including how-to guides, frequently asked questions or hot topics in your industry – aiming for 2 x new blog posts every month for six months. You incorporate strategic keywords, which naturally boost your SEO.
  • Solution Part 2: Blogs are shared on Google Ads, either as a search ad (which appears at the top of the Google results page for a search of like keywords) or a display ad (which appears on Google’s many other internet properties). This drives traffic to your website.
  • Solution Part 3: Blogs are shared on social media, either as organic posts (which are designed to encourage community engagement) or Facebook Ads (which are designed to boost awareness). They’re tailored for your target audience. This drives traffic to your website.
  • Solution Part 4: Every blog post includes a strong call-to-action with a clear next step. It might be signing up for an e-newsletter, scheduling a free consultation, asking for a free assessment, etc. It prompts the customer to engage once they’re on the page.
  • Solution Part 5: Congratulations! You’ve just generated a new lead.

Remember, the whole point is to make it as easy as possible for people to find you when they need you. When content marketing, social media marketing and digital advertising work together to create an effective digital marketing strategy – well, it’s a beautiful thing to behold.

As you can see, blogging is as important in 2020 as it was in 2015. The way we do it has changed, and the digital infrastructure that supports it has changed, but the essence is unchanged. You’re here to serve your customers. Modern customers are demanding information, so you need to adapt your strategy and ensure that need is met. That’s the key to generating leads. When all the pieces come together, content marketing is a powerful tool for organizations and business alike.

Inspired to create a killer content marketing strategy? Schedule a free consultation.

Originally published on August 19, 2016. Updated on May 19, 2020.

Seth Godin is considered by many as the “godfather of modern marketing,” and back in 2015 he made the bold statement that “content marketing is the only marketing left.” By this, he meant that marketers should create content their audience genuinely cares about and wants to consume, instead of creating content that contains only thinly-veiled and re-purposes advertisements.

In the years following the release of his first book, Permission Marketing, the marketing industry has changed significantly. In fact, the communications revolution that followed the internet (and more specifically, the smartphone) is quite possibly the biggest change since the invention of the printing press, because the modern marketing environment has essentially required us all to throw the rule book out the window and start inventing new ways to connect brands with people.

We’ve moved away from traditional advertising methods, which placed attention-grabbing brand messages in front of the public. Instead, we’re utilizing the philosophy of inbound marketing to squeeze the maximum value from our budgets, ensuring the right people can find us when they need us. It’s flipped the brand/customer relationships on its head, and it’s a good thing for both sides.

Already know what you need? Schedule a free consultation.

How content marketing works

Content marketing requires brands and media agencies to act more like publishers than advertisers.  Internet culture encourages users to share quality content, from humorous memes to informative blog posts and interesting videos. Basically, “quality content” means content that will add value to someone’s day and evoke some sort of positive reaction or response, such as a like or a comment.

It’s all about giving the public things they want to consume, and introducing your brand in a helpful way that makes it clear it will add value to your customer’s life. When content marketing is done right, followers become fans and even promoters of your brand because you have provided something they want and need. Content marketing leverages the words we use in online searches (SEO) to get responses (engagement) and drive action (conversions). It means you can’t just sell. You have to engage in conversations, share helpful information, and develop a brand personality.

Best practice is constantly evolving as content marketing becomes more sophisticated.

Read more: How to develop a content marketing strategy

Developing a content marketing strategy

There are lots of different ways brands can use content to connect with customers. The key is to remember you’re not here to sell; you’re here to help answer a question or solve a problem. Keep this in mind as you’re developing content to ensure it’s attention-grabbing and engaging for all the right reasons. That will open the possibility for each reader to enter the path to purchase.

Video marketing

There is no escaping the fact that video marketing is the most popular form of content marketing around today and it will only continue to grow. There are lots of different forms, including livestreams (such as Facebook or Instagram lives), pre-recorded video (polished content for YouTube or Facebook) and real-time video (such as Facebook or Instagram stories, SnapChat or TikTok).

You’ll need a content marketing strategy specific to each platform, because they’re all favored by different audiences. Facebook might resonate with a middle-aged audience, for example, while TikTok is a great way to make an impact on people aged 18-30. YouTube is the perfect platform for beautifully-produced videos, while shorter conversational-style clips are great for IGTV.

The key is to make sure you plan your video ahead of time. Make sure you’re 100% clear on what you’re trying to communicate and how long it should take so you your message isn’t drowned in a rambling stream of consciousness. Think about the basics, like sound and lighting, to make sure people can hear and see you, and shoot a few takes so you can choose the best one to post.

Read more: Here’s why video marketing is so important

Email marketing

The traditional newsletters we used to get in the mail, with those goofy little circle tabs (remember those?) have evolved email marketing blasts. Some brands still treat marketing emails like the newsletters of old, and pack them with as much information as possible, but there is definitely a better way. Take it as an opportunity to wow them, to maximize the chance of engagement.

Marketing e-mails have to contend with a lot of other mail, and you want people to look forward to getting yours. Make it boring or annoying, and you risk being relegated to the spam folder! Use interesting images, incorporate engaging videos, and make it personable. They want to connect with a person, not a corporate machine, and they want to read things relevant to their experience.

Keep the text to a minimum, with clear subheadings that make information skimmable, and always include a link to a landing page where people can go to find more information.

Read more: 12 tips for a strong email marketing strategy

Social media marketing

It seems like there is a new social media channel popping up every other week. The weirder the name, the better (we’re looking at you, TikTok). Some are a flash in the pan, like Periscope, while others have become juggernauts, like Facebook). You don’t need to be active on every single social platform. In fact, it’s better to nail your strategy on one than maintain a mediocre presence on all, because a strategy that drives genuine awareness and engagement will make a much bigger impact on your sales funnel than a few posts a week that only your mother and grandmother bother to like.

When it comes to social media, it’s important to remember that people are likely engaging with you in their spare time. They might be on the bus on the way to work, eating a packet of chips on a break, scrolling through their news feed on the couch after dinner, or (God forbid) in the bathroom. No-one wants to be sold to in those contexts, so it’s important to keep your messaging, well, social.

Create original, short-form content with strong visuals to maximize engagement. Make sure you respond to every question and comment to make the audience feel good about engaging with you. The key is to be consistent and to focus on content that is helpful, interesting and full of personality.

Read more: Essential guide to Instagram for business in 2020

Blogging

Google is always looking for fresh content, which means you need to constantly update your website with new information. The best way to do this is with blogs, as they’re very SEO-friendly and can be easily shared across other platforms, such as social media, to encourage discussion.

Blogs are essentially articles, typically 600-2,000 words in length, that discuss an issue relevant to your business. For example, you could answer frequently asked questions, address common issues that come up in sales discussions, talk about new products or services, provide an opinion about something that’s happening in the industry, introduce your team members, or educate the public.

They often provide the first port of entry for a new person coming across your brand, so it’s important to ensure they’re high quality (hello, spell check) and that they reflect your brand’s personality. Make them interesting and informative, and don’t be afraid to have a little bit of fun with the tone and style. They’re a great way to make a good impression on each person who clicks through to read.

You may find that blogs are enough to make people engage with you and take the first step on the path to purchase, whether that’s signing up for a special offer, scheduling a free consultation, or contacting you with a question. Whenever given the choice, we will tend to do business with those that we know, like and trust. When prospects can feel a connection to your business, your brand, they are more likely to call you when they are ready to buy. Keep that in mind as you write.

Read more: What’s in a headline? How to write to get attention

Webpages

Of course, the content on your website is just as important as the content you release on the internet in the form of videos, emails, social media and blogs. It’s important to tune-up your website every 2-3 years to ensure all the content is up-to-date and that your pages work as they should. There’s no point doing all the hard work to draw someone into your digital ecosystem if they click on a broken link!

It’s important to make sure every page on your website is clear, well-organized and helpful. People won’t spend a lot of time looking around to find the answers they need (at least, not on their first visit), so you need to optimize it and make everything as easy as possible for them. Use text, images and videos to your advantage so it’s clear exactly who you are and what you offer.

One of the most important pages is the “about us” section. People want to do business with people, and often this is the most-visited page on business websites. Trust is important, so use this page to your advantage and make sure your customers are invested in your brand story.

It’s also important to ensure you have dedicated landing pages for all products and services you’re looking to promote. These pages will ensure people’s questions are answered the instant the page loads, which will position your brand as being helpful and friendly, and it will make it clear what the next steps are to doing business with you. It’s a good opportunity to ask for information, such as an email address, so you can provide something of value and take the relationship to the next level.

Content marketing can revolutionize your marketing efforts. We’d love to help.

Ready to get started? Schedule a free consultation.

Originally published on July 3, 2018. Updated on May 15, 2020.

The world of SEO can be complicated. It’s always changing, so it’s easy to get frustrated and overwhelmed, because strategy can evolve just as you feel like you’re getting the hang of it. That said, SEO (a common acronym for the practice of “search engine optimization”) is a core component of every successful digital marketing strategy. It makes you searchable, meaning customers will look to you for information when they need your products and services, which drives traffic to your website and ultimately generates leads.

Before we get into some specific tips to improve your blog, let’s first touch on the technical side of SEO. According to Webopedia, it means this:

Search engine optimization is a methodology of strategies, techniques and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) – including Google, Bing, Yahoo and other search engines.

While not an exhaustive list by any means, today’s blog is going to focus on some of the strategies, techniques, and tactics to improve the ranking of your blog and therefore your website. We’ll run you through the essentials of keywords, backlinks, headings and sub-headings, metadata and images. Ready? Let’s dive in.

Want to skip to the part where we help you? Schedule a free consultation.

Keywords

Tip 1: Focus on incorporating long-tail keywords in all of the content published on your website.

What does that mean? Keywords are the search terms people are likely to type into Google when they’re looking for an answer to something. A long-tail keyword is searchable phrase, for example, “what does SEO mean,” “SEO strategy for beginners,” or “how to use SEO on my website.” All of these phrases use the keyword “SEO,” but they also specifically target probable search phrases. Getting this right can go a long way toward increasing your changes of showing up at the top of the results page, because it targets a niche search.

Narrowing the focus of your search terms mean you won’t have to compete against as many other websites to catch Google’s attention. Take the examples below for example – there is a difference of 958,620,000 search results between the two! Your likelihood of being in the first couple of pages in the search results are significantly better when you use long-tail keywords, because these answer specific questions.

keyword examplelong-tail keyword example

The key to using these in practice is to remember that less is more. That might sound strange, since we’re trying to convince Google that your content is the perfect match for the search query, but it’s really important not to just stuff your webpages and blog posts full of keywords at the expense of readability. The Google algorithm, in its current form, is designed to scan the internet for quality content. Google’s business model relies on its ability to find the best information on the website to answer your questions, which is why readability matters.

Try to focus on 1-2 long-tail keywords per blog, and naturally work them into the blog where it makes sense and fits with the flow. It is effective to use them multiple times in each blog, but again, don’t over-use them. It will make your content seem inauthentic and unhelpful, which could put it at the bottom of the pile.

Read more: What is StoryBrand marketing and how can it help my content?

Backlinks

Tip 2: Link to your own webpages and blog posts when you publish new content.

Backlinks open the door to the SEO chamber of secrets. Their definition is pretty straightforward: they are incoming hyperlinks from one web page to another. The more backlinks you have, the more “popular” your site is, and SEO bots will judge this favorably, because they’re programmed to assume that page is an authority on whatever topic it’s about, and increase its ranking.

The easiest way to start is by back-linking your own content, to boost your own digital ecosystem (see what we did with the “read more” link above?). However, backlinks from other people’s websites are even more authoritative – it’s like being vetted by a third-party. Unfortunately, there’s no easy way to do this, other than to publish great content that other people find interesting and valuable and ensure you’re constantly networking (both online and offline) with other reputable businesses in your industry. For example:

  • Identify leaders in your industry or niche.
  • Subscribe to their blogs and follow them on social media.
    • Start a relationship by leaving thoughtful comments on their posts.
    • Share their posts and link to their blogs when relevant in your blogs.
  • Ask to be a guest blogger on their website, with a link back to your website in your bio.
  • As you build the relationship, you can ask them to backlink to your content in other blogs.
  • This process will get easier and more backlinks will follow over time.

It’s important to mention here that you should never buy backlinks. You may see articles or receive comments from services offering to backlink to your website for a price, but search engine operators are aware of this and the algorithms they design do not look favorably upon mountains of links from dodgy websites. In fact, it may even lead to your website being black-listed. Quality links from reputable sites are worth the investment of time.

Read more: How to create a show-stopping SEO strategy

Headings

Tip 3: Use long-tail keywords in your headings and keep them short and simple.

Headings are a great way to incorporate keywords in a natural way, because they’ll introduce the topic, as well as all the related sub-topics, you’ll cover on your webpage or in your blog post. The trick is to keep them short, simple and clear. Ideally, you want to keep your title to about 65 characters and use a subtitle in the first line of your blog if you want to enhance or build on the title its self. Also, make sure to remove any “extra” words like a, an, the, etc. from the permalink.

Permalink Example for SEO Optimized Blogs

Create headlines that grab people’s attention by making them interesting and distinct. The word “awesome” in the sample above is a great example, because it adds a flash of personality. Remember, headings need to stand out among a lot of titles all competing for the same views.

Read more: What’s in a headline? How to write to get attention

Metadata

Tip 4: Don’t forget metadata! This is a really easy win when it comes to adding SEO.

Metadata, also known as meta descriptions, refers to the snippet of information that represents your webpage on search engines. Typically, it includes a short heading and an excerpt that give a searcher a quick overview of the content within to help them decide whether to click or not.

Meta Description example for SEO optimizing blogs

If you don’t fill it out, Google will usually just pull the headline and first few lines of text from your article. However, optimizing your metadata is a sure-fire way to boost your SEO. It’s a great way to reinforce keywords, so make sure you include one in the heading and one in the article, because this will ensure the algorithm recognizes what your article is about. It also provides an opportunity to make most of the space you’re given to ensure your webpage or post sounds absolutely irresistible.

Read more: Do Google Ads work for marketing your business?

Images

Tip 5: Search engines can’t see images, so fill out the alt-text descriptions of pictures.

This is another really easy way to pump up your SEO, because search engines primarily analyze text. Every time you upload an image, there will be a box that pops up with space to add a title or caption, and most importantly, an alt-text description. Here’s an example of what that looks like.

Strong man photo illustrates SEO blog optimization

When you take the time to put descriptions in this space – especially descriptions that include your keywords – you give the search engine context, so it can understand the context of the image to the blog. That helps it sort and rank the image, which is another simple way to boost your ranking.

Other quick tips

Tip 6: Make sure your website is well-organized and fast-loading.

There is a lot of information available online about optimizing your site, so we won’t go into all of it here. However, once your webpage or blog post ranks on Google, and you capture the attention of passing internet users, it’s critical to ensure your website works well.

Once people click a link, you only have a few seconds to capture their interest. If all that precious time is spend waiting for your page to load, you can bet your bottom dollar they’ll click away and look elsewhere. Make sure the virtual nuts and bolts of your site are well-maintained and that everything is running as it should so that your page springs up and gives them the answers they need.

It’s also critical to ensure your template is responsive, meaning it can be viewed seamlessly on phones, tablets, laptops and desktop computers. Modern internet users won’t waste time zooming in and out to read all the tiny words on the page; again, they’ll click away and look elsewhere.

Ready to call in the professionals? Schedule a free consultation.

Originally published on July 5, 2016. Updated on May 13, 2020.

Wouldn’t it be great if generating leads online was as simple as building a shiny new website? Of course, a shiny new website helps. In fact, the first step to any successful online marketing campaign is to create a website, because it will form the foundation of the rest of your strategy. It ties in important elements like branding, content, search engine optimization (SEO), landing pages and calls to action into one tidy package, and all of these things will ultimately increase your chance of digital marketing success.

Once your website is live, you need to help people find it. This will allow you to start connecting with prospectives, giving them information, solving their problems and guiding them along the path to purchase until they decide to become a client or customer. Obviously, SEO is essential. It’s the practice of optimizing content – including web pages and blog posts – so it ranks on Google when people search for keywords and related terms.

Internet Live Stats estimates Google processed about 40,000 queries every second, or about 3.5 billion searches per year, in 2019. The top of the first results page is prime digital real estate, because it’s where most people will look to find answers to their questions. It can be a tremendous source of traffic, due to the daily search volume, as well as a great way to get qualified leads, because you already know people are interested in your solutions.

But what else can you try? As you might expect, SEO can be fiercely competitive, so it’s worth investing in a multi-pronged strategy to ensure you’ve covered all your bases.

Here are three options to help your message reach the right people:

Want to chat to a real person? Schedule a free consultation.

Blogs

Blogging may sound a little bit strange at first. How can a series of posts, published on your website, help people find you? They’re a slow-burn strategy, but they’re great for a number of reasons.

The first one is obviously SEO, because long-form blogs (1,000+ words) will inevitably include lots of long-tail keywords, which will boost your rankings. Google’s algorithm will also look favorably on the length because it will assume you’re an expert on the topic (which, obviously, you are). Often, individual blog posts will rank higher in search than your homepage because they lend themselves so naturally to SEO.

The second one is because it paves the way for you to get active on other platforms, like social media. Blogs on topical issues, industry issues, frequently asked questions and how-to guides that will help people solve common problems they’re facing are all incredibly clickable. This makes them perfect for grabbing attention in digital ads, because once the headline draws them in, they’ll click through to your website for answers.

Once someone has entered your digital ecosystem, you need to keep them there and gently nudge them along the path to purchase. That means your content has to be good: well written, well structured, and filled with valuable information that will genuinely help someone. This isn’t the time to try and sell. It’s like the first date in the customer-brand relationship where they’re just getting to know who you are and what you’re about.

For this reason, it’s important to include a strong call to action in every blog post in case they decide they like what they see and they choose to move forward with you and schedule a second.

Read more: What’s in a headline? How to write to get attention

Social media

Social media is a powerful tool to drive traffic to your website. When it’s done correctly, the people who visit your site will be qualified leads because they’ve found you by following links, ads or offers that have interested them.

Different platforms have different strengths. Facebook is a great way to reach a lot of people effectively. LinkedIn shines in a business-to-business (B2B) setting. Instagram is wonderful for anything visual, particularly if it’s helpful or inspiring. It’s a great way to connect with people directly, because you’re essentially delivering your messaging directly into their hands, which is a great way to drive traffic to your website away from SEO. No matter the platform, the secret to making this work is to engage, engage, engage. Follow other local businesses in your area and like their posts. Reply to comments promptly. Follow up individuals and ask them questions.

The key to attracting attention on your own page is to include snappy copy and a headline that immediately addresses a pain point. What’s really in the air you’re breathing at home? Need to keep your job site going this winter? Looking for a second opinion on a medical diagnosis? Do you look at a pastry and gain a pound? Remember to engage with people on a personal level and don’t waste their time. Make sure everything you post has actual value, whether that’s helpful information, a special offer, etc., and a link to your website.

To use the date analogy again, it’s like bringing roses and putting in the work to research a nice local restaurant. Your prospective will appreciate the effort and remember the positive interaction.

Read more: 10 tips for optimizing your social media presence

Digital ads

Digital ads are a great option to put your website in front of people who have a genuine interest in the types of things you’re selling. You can do this through social media and search engines – every major social media platform has an ad manager, while Google Ads has taken a monopoly on search. It’s a simple process to set up a new account (you’ll need a new one for each platform you plan to use) and get started.

Ad managers are incredibly sophisticated, allowing you to select specific demographics – for example, gender, age, location, interests – to ensure you’re targeting the sorts of people likely to want your products or services most. They’re based on a cost-per-click method that works on a bidding system, which can make digital advertising a very cost-effective way to promote your website and generate qualified leads.

Blogs are great fodder for digital ads. Just like social media, it’s best to use snappy, attention-grabbing copy that immediately addresses a pain point because chances are this will match the search term. It’s worth trying a couple of different blogs to see what kinds of posts generate the most traffic, and updating the ads regularly with fresh content to ensure you’re making every dollar work as hard for you as it can.

Ready to ignite your marketing strategy? Schedule a free consultation.

Originally published on March 6, 2017. Updated on May 12, 2020.

The statistics are undeniable – these days, consumers look to the web for information before making a decision on where to spend their hard-earned money. Every day, your prospective customers are reading Google reviews and Facebook recommendations to find the business that is going to help them solve a problem.

The key to success is search engine rankings. Optimizing your website for search means your content will appear higher and higher up Google results pages until you land on page one. As far as digital real estate goes, this is gold. It’s the virtual version of being in the right place at the right time and the returns can be huge.

Small things can make a big difference, so here are 10 tips to help boost your rankings.

Just want to ask the experts? Schedule a free consultation.

1. Create long-form content

The length of your content matters for many reasons. Google considers longer content more authoritative, probably because anyone who takes the time to write 1,000+ words about a topic is genuinely interested in educating others and being helpful rather than just selling things. Longer sections of text also naturally provide a lot more space for keywords and avoid the keyword stuffing that often comes with shorter posts. sInternet users and search patterns both focus on long-tail keywords (think full question instead of just strings of search terms), which fits in perfectly with long blogs and page texts since you are more likely to answer those queries.

Read more: 5 content marketing tips to improve your SEO

2. Be original

Being original may seem like a no-brainer, but you would be surprised how often plagiarism happens. Write your own content, people! No-one knows your business like you do, so capitalize on that and write from personal experience, share the ins and outs of the products and services you offer, answer questions that your customers frequently ask you, address concerns that commonly occur in your industry. Don’t be afraid to tackle tough issues. It’s a pretty safe bet that your competitors aren’t doing it, which leaves it wide open for you to step in and potentially increase your market share.

Read more: How to create a show-stopping SEO strategy

3. Get your facts straight

The internet is full of rumors and weird stories. Make sure you fact-check what you post, especially if you’re going to quote statistics on your website or in a blog. We recommend seeing if you can find the same fact on at least three independent sites (trust us: you’ll definitely find some interesting information when you start trying to collaborate facts and stories!). It’s a bit scary how often the same fact is quoted by multiple sites, but hard to trace to an original source. Other times, you may find the original factoid has been misquoted or misrepresented. Research is vital to authenticity, which leads to greater trust, which leads to customer loyalty.

Read more: 6 expert ways to SEO optimize your blog

4. Write interesting posts

The key to creating good content is to write things people actually want to read. That means writing for the readers, not just stringing streams of SEO-friendly keywords together, because Google is constantly tweaking its algorithms to improve the consumer experience. It wants to make sure quality content is available for its users, so when your webpages and blog posts cover topics people like, Google will rank them higher. Resources like Google Keyword Planner make it easy to see what terms people are searching and create a strategy accordingly.

Read more: Why the SEO blog will never die

5. Keep SEO in mind

That said, you never want to forget SEO. The magic of good content is that it will both help your customers and increase your website’s ranking. Weave the keywords into the content you are writing for the reader, and when you look at Google Keyword Planner, focus on the words with medium competition. This means that lots of people are searching for them, but your chances of ranking are better when the competition isn’t super-fierce. Remember, digital marketing is about using the right bait for the right readers, not casting a wide net in the hope of catching a bite like traditional marketing methods.

Ready to get started? Schedule a free consultation.

6. Focus on the visuals

Visuals are really important when it comes to building trust with readers, because prospective customers like to see who they’re doing business with. It’s also important when it comes to conveying information quickly. Video, in particular, has become increasingly popular as time-poor internet users look for alternative ways to consume content. After all, it’s much easier to hit play and listen than it is to read a lengthy article! Focusing on visuals will ensure your business looks up-to-date and ready to assist customers with their questions.

Read more: Why video marketing is so important

7. Answer questions

When we searching the internet, we are usually looking for an answer. The sweet spot for business owners and marketers is figuring out the questions. Remember Jeopardy? You have the answers; your customers have the questions. Your job when you are generating content is figuring out the most important issues to address. Here are some ways to make sure you are answering the right, real questions.

  • Talk to your sales people. What questions do they routinely answer during their meetings with clients?
  • Talk to your customer service staff. What persuades people to become clients?
  • Type in a question to Google. What are people also asking?

Read more: What is StoryBrand marketing and how can it benefit my business?

8. Be helpful

When you are answering questions your customers and prospects want answers to, make sure you are useful and give them enough information to go on. Don’t be so vague that you aren’t saying anything at all. Many companies are afraid to give away too much information about what they do, and how they do it. However, that’s almost impossible. Obviously, you don’t reveal confidential data, but don’t be afraid to give insights into how you do what you do.

The other thing that’s worth noting is that people really don’t like to be teased. When they click on the link to your blog or web page, they want actual information. They do not want to click on the link and read a paragraph or two only to find out that you aren’t offering anything. We’re all familiar with this method: the teaser, followed by just enough to keep you on the line, but never really helpful information. Don’t be that company.

Read more: SEO is the top way to bring new people to your website

9. Use Case Studies

Accurate case studies are powerful tools when done correctly. They are an opportunity for you to highlight your product or service and how it impacted your client. The format usually goes something like this:

  • Challenge: Summary of why the client came to you and the problem they needed you to solve
  • Method: Explain your solution to the problem and the steps you took to implement it. Include a timeframe if possible.
  • Results: Include details and statistics whenever possible, describe how what you did was successful.
  • Call to action: Provide the reader with a way to contact you and some kind of action to take while they are excited about what they just read.

Read more: Read our case studies for an example of what works

10. Publish how-to guides

How-to blog posts are popular because it answers some of the most frequently-searched questions online: “How do I…” Start with the problems your business solves on a daily basis. How to ignite a pilot light? How to teach kids to brush their teeth? How to cure headaches? Then write a step-by-step guide.

Again, don’t worry about giving too much information. More often than not, if the person is a really into DIY, they’re going to learn a lot and have positive things to say to others about you. Word of mouth is an incredibly powerful marketing tool. However, if they see all the steps and feel overwhelmed, it’s also really likely they’ll give you a call. You’re an expert, after all, so you can easily help solve their problem.

Summary

There’s a lot of information here, we get it. While everything on this list will help, you don’t necessarily have to do it all. Start with one or two things, and make sure you do them consistently. For example, even just getting a solid stream of fresh content up on your site on a regular basis will help improve your website rankings.

Of course, you can also call the professionals. Schedule a free consultation.

Originally published on February 21, 2017. Updated on May 11, 2020.

Websites are the digital version of a storefront. Often, they’re the first impression you make on a prospective customer, so it’s important to make the right one. We recommend re-designing your website every 2-3 years to ensure you’re up-to-date with the latest styles and trends to maximize your chances of attracting attention.

Think of it this way: back in the 70s, home decor featured a lot of bright orange kitchens, bright green bathrooms, geometric patterns and shag carpet. Fast-forward to 2020, and technicolor highlights have been replaced with natural wood grain, minimalist design and neutral color palettes. Don’t commit a digital fashion faux pas.

Here are some of the top five web design trends for this year:

Want to skip ahead and talk about a new website? Schedule a free consultation.

1. Oversized fonts

One way to attract attention and immediately convey essential information is to incorporate large fonts and oversized elements. This is a great way to use creativity to express your brand’s personality. For example, do you want to be known as creative and fun? Calm and relaxing? Professional and trustworthy? It’s amazing how much of an impact typography has in conveying this, even before prospective customers actually read the words.

This is also a powerful way to ensure you’re connecting with the right audience. If you run a holistic health business, audiences might expect to see a more organic and free-flowing script. If you run a professional services business, customers will expect to see something clear-cut and businesslike. If you run an HVAC business, you could choose a bold typeface that conveys strength and capability. A font actually says quite a lot.

Beautiful, big type is also a really practical design tool, because it formats nicely on every device. That goes a long way when it comes to creating a seamless transition for customers across phone, tablet and computer.

Read more: 9 telltale signs it’s time to re-design your website

2. Vivid colors

Minimalist design has been popular since at least 2017, featuring eye-catching color blocks as well as plenty of white space that make images and text jump off the page. Simple and clean-cut designs are here to stay, but vivid colors will return, slowly easing out the neutral and pastel palettes that have been popular in recent years.

Bold colors are great for a few reasons. The biggest and most important one is the fact that they help you stand out from your competitors – hey, there’s a reason we at Beacon Media + Marketing use bright orange, balanced with gray. Even if your branding hasn’t featured bright colors in the past, it’s worth experimenting with a more vibrant version of your current branding and waiting to see what impact it has on your website traffic.

Color is also a great way to ensure the details you want to capture attention pop on the page. For example, even if you use a neutral palette throughout your website, you could add color to your headings or calls to action.

Read more: How do I choose the right logo colors?

3. Grids and windows

Humans are visual creatures, and we love organizing things. Design aids like grids and windows help your audience categorize content and get a sense of what your website is about really quickly, which means they’ll find the answers they’re looking for and have a positive first interaction with your business.

In the past, structural elements like grids and tables have been hidden, but they’re becoming increasingly common. Modern websites share a lot of information in a short amount of time, so anything you can do to structure it, help it flow and make it easy to read at a glance will increase your changes of generating leads. They’re a great way to break up elements like text, images and videos.

Read more: Is your website generating leads?

4. Videos

Oversized text is a great way to capture attention, but what about video? The human eye simply can’t resist movement, so capitalize on this by including an auto-playing video element at the top of your homepage. It could be scenic shots of your tourism business, shots of your team members at work, or a portfolio.

The only thing to keep in mind with any kind of motion is that less is more. You don’t want to overwhelm your customers, so use it strategically to capture interest – one element per page is plenty. Where possible, try to make sure the colors used in your video reflect the colors used on your page to create a cohesive reader experience.

Read more: Here’s why video marketing is so important

5. Custom illustrations

One way to make your website stand out from your competitors is to incorporate custom illustrations into your website design. Because these images are unique, they’re a great way to capture the essence of your business in visual form – especially if your business has a playful or inspirational element. They make strong use of colour and shape, which is an exciting change from corporate photography (although we always recommend that too!), and will provide you with fun and friendly elements to share on social media as well.

Read more: How much does a website cost?

Website Design Essentials

When you’re designing a website, there are a few essential things to keep in mind to ensure you create a great first impression and maximize the chances of converting new customers.

The first one is quality content. People typically click through to websites from search engines and social media because they’re looking to answer a question, solve a problem or find inspiration. The faster you can connect them with the information they want, they better the impression you’ll make. The better the impression you make, the more likely they’ll enter the sales funnel. Happy days! You’ve just generated a lead.

The second one is structure. It sounds obvious, but people like things to be organized. That’s why our cities are built around neighborhoods and our homes are lined up neatly along our streets. We operate best in a structured environment, so it’s important to make sure your website is as organized and uncluttered as your storefront. This will ensure the path to purchase is smooth, to maximize your chances of converting a lead.

The third one us follow-through. Once a new person enters your digital ecosystem, you need to do everything you can to support them on their journey. It doesn’t matter what they need: a new HVAC system? A vacation to Lake Tahoe? A dental check-up? You’re here to help them, so make sure you direct traffic to landing pages that specifically address their problem and utilize strong calls to action that explain how you can solve it.

A great website forms the foundation of every successful digital marketing agency. As long as you keep these three things front-and-center, your website will be a powerful asset in generating and converting new leads.

Want to get started on a website re-design? Schedule a free consultation today.