Expert Tips For How Social Media Marketing for Restaurants Can Grow Your Business
Social media marketing is one of the most effective ways to grow your restaurant’s customer base. After all, what better way to let people know about your business or offer them a chance to engage on a personal level than through social media? If you’re not using social media as part of your marketing strategy and have been considering it, stay tuned. In this article, we’ll explain how restaurants can use social platforms and strategies for success. Let’s dive in!
What is Social Media Marketing?
Social media marketing is a strategy that uses social networks, blogs, and other forms of social media to promote your restaurant. This helps you build customer relationships and drives more online traffic.
Social media marketing allows people to share information about products or services with others through channels like Facebook, Twitter, TikTok, Instagram, and Pinterest.
While there are many benefits of using social media for restaurants, it’s important not to focus all your attention on just one platform. It’s best practice to have a presence on multiple channels to reach customers on all sides.
How to Create a Social Media Marketing Strategy for Restaurants
The first step in creating a social media marketing strategy for restaurants is to define your goals. What are you hoping to accomplish? Are you looking to increase brand awareness, drive sales and get more reviews, or both? Once you’ve defined your goals, the next step is defining your target audience. Who will see this content, and how often will they see it?
Then, it’s time to figure out who your competitors are so that you can outperform them with your strategy. Once those two tasks have been taken care of, create a realistic budget for the project. Depending on your results, you can always adjust it later!
Now, it’s time to execute your social media strategy. This includes putting together an actual product your audience will see and be called to action. If this seems overwhelming, the social media experts at Agency Partner can help guide you every step of the way.
Who Should I Target on Social Media?
Social media is an excellent way for your business to interact directly with customers and potential customers. But it’s also an opportunity for you to engage with other businesses, organizations, and individuals in your community who may spread the word about your restaurant or offer valuable advice and support as you grow your brand.
Here are some of the key audiences that restaurants should be targeting:
Local customers – You can target these folks by creating ads on Facebook specifically targeted at people who live near your location or have visited before.
Potential customers – By identifying what keywords they’re searching for online (and then bidding on those keywords), restaurants can reach out directly through ads before anyone has even thought about coming in person! This helps ensure everyone knows the kind of food or drinks are waiting for them when they come in, so keep things tasty!
Business partners – Word of mouth is crucial to a restaurant’s success. Target local business owners, offer deals or propose working with them. This can incentivize them to write positive reviews while increasing the chances of referrals. Plus, there’s nothing better than getting good recommendations from friends who trust their judgment implicitly.
What Type of Content Should I Create?
The answer is simple: as much as possible! Here are some ideas to help you get started:
Share useful information – If you’re hosting a food truck festival, share the menu and hours. If your restaurant just got reviewed by a local publication, post the link. If you offer delivery or excellent customer service, let the people know! Share information that benefits potential customers and makes them feel like they’re getting something unique out of the experience.
Share your expertise – Asking questions is one way to engage with potential customers without selling yourself too hard; another way is sharing information on topics people care about (like pairing wine with food). This can be anything from recapping an event you’ve participated in (like tasting notes from a wine competition) or educating people about how best to enjoy their meal at home (how should I reheat my pizza for the tastiest results?)
What Is the Best Social Media Platform for Restaurants?
We’ll start by discussing the most popular social media platforms: Facebook, Instagram, and Pinterest.
Facebook is the most widely used social media platform, with an average of 1.5 billion active users per month. It’s also a great place to post photos and videos that show your customers what it’s like inside your restaurant—and how much fun they can have there!
Instagram is another great platform for restaurants because of its focus on visual content; images are key here, so make sure you’re uploading plenty (and tagging them correctly).
You should also consider setting up an account for your business on Pinterest, where people often search for reviews or recommendations before deciding where to eat the next time they’re traveling through town (or want something new). It’s not uncommon for restaurants with lots of followers to see a spike in sales after being featured on one of their boards!
When Should I Post and How Often?
If you’re a restaurant owner, you’ve probably heard the advice to “post often.” But how often is often?
That depends on the type of restaurant that you own and your brand image. The most important thing about posting is to do so consistently. Followers will likely drop off if you post several times daily, then switch to posting once weekly.
You also need to consider the time of day people are most likely to check their social feeds; this will impact when it makes sense for you to post. For example, if your audience skews younger and they’re generally active after dinner hours, then perhaps mornings aren’t ideal for your posts—though this could change throughout the year depending on what other events are going on locally or nationally during different seasons.
Take Your Social Media Strategy to the Next Level
If you’re ready to develop an engaging, effective social media marketing strategy, look no further than Agency Partner Interactive. Our digital marketing experts can help guide you through data-driven decisions to increase traffic, build your brand voice, foster a community of loyal followers, and more. Schedule your free consultation today!
Expert Tips For How Custom Website Development Services Can Improve Your Business’s Online Presence
Whether you run a small business, an established company, or a startup, having a website is crucial to your success. A well-designed website is an effective way to connect with potential customers and keep them engaged. It’s also the first thing potential clients will see when searching for your business online. This makes it essential to have a professional and seamless site representing your brand. If you’re thinking about hiring someone who can create a frictionless, easy-to-use website for your company, consider an award-winning web design agency, like Agency Partner Interactive, for custom website development services.
Quality Web Design Can Help You Stand Out From the Crowd
A good website design is more than just colors and fonts. Making sure your site is user-friendly, easy to navigate, and visually appealing is key to successful website design. Your website is often the first impression you’re giving potential customers. Make the most of their visit with a website that catches their eye and encourages them to explore your site, not your competitors. You want them to remember your brand positively long after they leave your site because their experience was engaging, thoughtful, and informative.
While many companies choose the cheapest possible option for web design and development solutions, they may cover the bare minimum. You’ll want to associate your company with a site that stands out from the rest.
Elements of Successful Website Development
When you think of cross-device compatibility, you probably envision a website that looks and feels the same on every device. 3.64 is the average number of connected devices customers and employees use daily. While a well-designed website is an asset, adapting it to responsive devices is just as crucial and can make or break your users’ experience. For example, responsive design will allow content to be viewed on any device without zooming in or out of pages. A mobile-first approach means building websites based on how people use their smartphones first and then adapting them for desktop use.
Mobile devices aren’t the only ones requiring attention nowadays; tablets are an increasingly popular way for consumers to browse. Multiple types of phones with different screen sizes also require special consideration when designing and developing a website. The goal here is to optimize your site so that all visitors can access all its features, links, and content regardless of the device they use.
Improved usability is one of the most valuable benefits of custom website development. Improving the usability of your website can help you increase your conversion rate, customer satisfaction, and retention rate, supporting your marketing or advertising strategies. A well-designed site with a flawless user experience attracts more visitors, who become customers. You’ll be able to expand your target audience, foster an online community, and increase profits.
When you bring your website into the modern age with custom development, you’re not only improving the quality of your website but increasing its overall appeal. This increases engagement and makes visitors more likely to stay on your site longer. A higher engagement rate means more potential customers will be likely to convert. It also means more referrals because customers are happy to give their friends, family members, and colleagues information about a company they trust and like doing business with. Finally, it means customer loyalty—customers who become loyal will return again and again for all their needs!
Search Engine Optimization
SEO is improving the visibility of a website or web page in search engines such as Google, Bing, Yahoo, and other relevant search engines. SEO can be done through on-page and off-page techniques. On-page means changing what you have on your site to improve its search engine rankings. Off-page refers to adjusting things about your business that are not about your website but may help get more visitors from other websites or social media channels.
SEO is vital for online businesses because it helps them get more traffic from search engines. When someone searches for something on Google, they see results relevant to their query at the top of their list. If you want people to find your website easily, then it’s important that other sites link back to yours and that you have the proper keyword implementation so the search engine boosts your site and not your competitors. Search engines display results by the most relevant content that’s helpful to users, so it considers popularity, quality, relevancy, and freshness (i.e., whether new content has been added recently). The more high-quality links associated with your site, the better you rank.
Agency Partner’s award-winning SEO team can help boost your site’s rankings on all relevant search engines, get you at the top of the SERPs (search engine results page), and keep it there. Contact our experts for a free consultation today!
Benefits of Custom Website Development Services
Your website is the first thing customers see when looking for your business online. If you have a poorly designed or outdated website, it can deter potential customers from contacting and doing business with you. Fortunately, a frictionless, beautifully designed website that adapts to every screen is easy with a top web design and development agency, like Agency Partner.
A well-designed website will help to increase your business’s online presence and improve customer service by providing new ways to communicate with them. It can also help to boost sales by making it easier for people looking for products or services like yours to find what they need.
Agency Partner Interactive Custom Web Development Services
If you’re ready to take the next leap into business growth and optimization, contact the web design and development experts at Agency Partner. Starting with a website kick-off meeting, we’ll discuss your company goals and objectives, so your web design project will create the most value. After your website is built, we offer web hosting and support while constantly looking for innovative ways to serve your business and boost your online presence. Contact us to get started!
Expert Tips For How to Create a Black Friday E-Commerce Strategy 2022
Are you ready to plan out the best Black Friday e-commerce strategy? If so, you’ve come to the right place! In this article, we’ll help you create an effective Black Friday campaign that will grow your sales and customer base. From determining goals to preparing for high demand at the last minute, there’s no better time than now to get started.
Determine Your Black Friday E-Commerce Goals
After determining your goals for Black Friday, it’s time to determine how you will measure them. This is not something that should be left to chance or left up in the air. If you’re looking to increase sales and customer satisfaction, then define what a successful campaign looks like. A good way of doing this would be setting specific KPIs or Key Performance Indicators (for example, increasing average order size by 10%). This way, when it comes time for analysis, it’ll be easy to determine which aspects of your campaign were successful and which weren’t.
Find the Right Time to Start Your Black Friday Campaign
The Black Friday and Cyber Monday shopping season is upon us! If you plan to participate in the sales, now is the time to start. But how do you know when to begin your promotion?
While there are many factors involved in determining the perfect starting date for your sale, here are a few things to consider:
If you have inventory ready (or can get it ready quickly), starting your Black Friday campaign as early as possible makes sense. This will give people more time to plan their purchases and promote these deals on social media channels like Twitter or Facebook. It also means that they will remember these offers when they return later this month.
Start Promoting Early
You should start promoting your Black Friday promotion as soon as possible.
The reason is simple. Start promoting early and build buzz around your sale while your competitors are still thinking about what they’re going to do this holiday season.
There are a few things you can do to start marketing now:
Create social media posts that feature Black Friday-related products or promotions (i.e., “Free shipping on all orders over $50”).
Ensure that your landing page is up and running so that people know where they will go when they want to purchase something from you during the big day.
Send emails to past customers with information about what kinds of deals are available for them this year and how much time remains before the actual sale begins (a countdown timer is always helpful).
Optimize Your Checkout Experience
You want to ensure that your checkout experience is positive, as this can mean the difference between a sale and an abandoned cart.
Is your checkout mobile friendly? Customers are more likely to browse on their phones compared with desktops, so it’s essential that your site adapts well regardless of which device they use.
Is it quick and easy? Checkout processes shouldn’t take longer than necessary for you to complete the transaction — no one wants to spend more time in their shopping cart than shopping!
Is it secure? Every customer will have different concerns when making purchases online, so make sure that you address these issues by providing clear information about how you store their data and how they can track their order status. You should also provide detailed information about returns/exchanges/refund policies, so there are no surprises after purchase completion.
You might also consider including personalized offers during checkout with coupons based on what someone has already bought in their history or other personalization features, such as suggesting similar products based on past purchases or items with similar colors/styles (if available).
Prepare for High Demand at the Last Minute
Black Friday is the busiest day of the year, so you need to prepare in advance. You need to be able to handle many orders at once, manage all the traffic on your site, and have enough inventory for all your sales. You also need enough staff available to handle customer service and shipping. If you aren’t prepared for this day, it will be extremely difficult for customers to make purchases from you because many other companies will be able to serve them better.
Make the Most of Post-Black Friday Sales, too!
Don’t forget about post-Black Friday sales, too! The day after Black Friday is usually a prime day for deals, and it’s a great way to get customers to return to your site.
Make sure you have the inventory to support the post-Black Friday sales. Typically, these are smaller purchases that don’t require as much stock on hand compared to Black Friday.
With a successful Black Friday e-commerce strategy, you should see your highest year-over-year revenue and customer growth.
One of the biggest days of the year for online retailers is also one of their most challenging. With so many new customers coming to shop, meeting expectations and delivering a great experience is no small feat. But with a successful Black Friday e-commerce strategy, you can see tremendous revenue growth and expand your customer base to new heights.
An Award-Winning E-Commerce Agency
By following these strategies, you can take advantage of the biggest shopping day of the year and ensure your e-commerce campaign is successful. You’ll also be able to continue driving sales throughout the holiday season and beyond.
Expert Tips For How Much Does SEO Cost for Small Businesses??
To succeed in the digital age, you need an online presence. But, uh-oh! Your budget is already tight, and creating and maintaining your website costs a lot of money. So how can small businesses afford search engine optimization (SEO)?
What is SEO?
SEO stands for search engine optimization. It’s the process of improving your website’s visibility in search engines such as Google, Bing, Yahoo, and others.
SEO is not a one-time project; it is an ongoing process that requires constant monitoring and adjustment to ensure you’re getting the best possible results from your efforts.
If you’re a small business owner, it can be challenging to get a clear picture of how much SEO costs. It’s important to understand that SEO is not a one-time project but an ongoing process that requires constant monitoring and adjustment to ensure you’re getting the best possible results from your efforts.
Regardless of the size of your business, you need to get more people to visit your website. Effective SEO not only increases traffic and improves rankings on search engines, but it also has a positive impact on conversion rates. If you hire an agency or consultant, they will be able to advise you on how to optimize and promote your website based on an analysis they perform.
The answer is: not as much as you think—and here’s why. Let’s say you decide to hire a specialist and pay for monthly SEO services. If done correctly, this can be a wise investment for your business in the long run, but it requires continuous maintenance once the project is complete. In other words, if your site goes down or has poor rankings one month after launch because of an update from Google (which happens more often than not), it will cost more money to fix in subsequent months because those costs are incremental. So even though having a consistent voice across all of your social media platforms can help with search engine optimization (SEO), simply having keywords throughout various posts isn’t enough on its own—you need links! SEO is a lot like caring for a plant. It requires consistent attention over the course of its life. Monthly recurring SEO campaigns yield compounding value over time.
How Should You Determine Your Budget for SEO Services?
The first step in determining your SEO budget is to look at your current budget. Look at how much money is spent on marketing and advertising, then compare it with how much you have left over for other services. If you can’t find a reasonable estimate of what you have left over, try estimating what percentage of your total income goes toward marketing and advertising (this will include things like social media management, public relations work, event planning, etc.) From there, consider whether or not that amount of money will be enough for the type of results you want from SEO services — if not, consider cutting back elsewhere so that it can go toward SEO! There is such a thing as “affordable SEO” and if local SEO is all you start with, the Agency Partner SEO team can help you scale up your marketing effort to create greater, faster value.
Next up: business goals! What do you hope to accomplish through this investment? How much time do we have until our next big goal? How long did other companies who invested in SEO take to see results?
The last consideration when determining your budget should be how long it takes an SEO campaign to start working before paying off — this could mean several months or even years, depending on the level of competition in your industry or vertical market (think job search engines).
Is SEO Worth the Expense?
Yes! If you’re considering SEO, you’ve probably heard that it’s a long-term investment. The good news is that once you find someone who knows what they’re doing and stick with them, those investments will pay off over time. The bad news is that this kind of professional help isn’t cheap—but it can be worth it if you’re willing to put in the work and see your company grow in the long run.
SEO won’t happen overnight. It’s not a quick fix but rather an ongoing process that requires consistent attention and maintenance over time to keep your website ranking high on search engines like Google.
SEO isn’t one-size-fits-all; every small business has different needs when it comes to marketing strategies for their company’s website or blog pages. That means hiring someone familiar with how things work for your industry will help ensure they know how best to get results for your unique goals!
Expert Tips For 5 Web Design Strategies for Law Firms
A good law firm website is essential to attracting new clients and a critical part of your marketing strategy. So, what does it take to create the perfect law firm website? We’ve got some tips on how to get started:
Keep Your Homepage Simple and Free from Clutter
Make sure your homepage is clean, concise, and easy to read. Your homepage shouldn’t have too many visual elements or links, as this could confuse visitors and cause them to leave your site. You also don’t want to overwhelm them with a lot of text on the page if it distracts them from reading about the firm’s services.
Your homepage should be easy to navigate so people can quickly find what they’re looking for when they visit your site. Try using clear headings and subheaders, so users know where they are on the website at all times, and make sure any menus are clearly labeled so there are no questions about where you can find specific information on the site.
Have a Visual Hierarchy in Mind
Visual hierarchies are what make your website look organized. Without them, a webpage is just a jumble of text with no clear order or purpose.
With a well-thought-out visual hierarchy, users can see where to look first and what information takes priority over others. It also helps you convey important messages about who you are as an organization by highlighting specific keywords or phrases in the bold, italicized text—the sort of thing that catches the eye and makes people pay attention to what they’re reading. If nothing else, they might be curious enough to click through!
You’ve probably noticed this before when visiting websites: some sites have more than one level of visual hierarchy depending on how much information is available about each subject matter category (elevator pitch versus “about us” page).
Write Web Content That’s Easy to Read
Use Short Paragraphs
A paragraph is the ideal unit of web content, and a good rule of thumb is to keep your paragraphs to around five sentences or less. That way, they’re easy to read quickly and digest thoroughly. If you have a lot of information to convey, consider breaking up your paragraphs with subheadings or bullet points—both are great ways to give readers a quick overview before they dive into the meatier details you provide later in the sentence(s).
Write In Active Voice
When it comes down to it, active voice is just plain easier for readers: They don’t have to do anything but read what you’ve written! Passive voices require more mental effort from your reader because they need to figure out who did what when multiple agents are involved in a sentence (e.g., “The defendant was charged with murder by the prosecution”). By using active voice, you can skip all those pesky words like “by” or “by the prosecution” altogether—and who doesn’t love that?
In a world where everyone is trying to get their hands on your clients, it’s vital to ensure that your law firm is mobile-friendly.
Mobile-friendliness has been a ranking factor for some time now, so it’s essential for any law firm looking to increase traffic with SEO. If users can’t find what they’re looking for quickly, they’ll leave the site—and that’s not good news for you! Mobile-friendly interfaces adaptable to different devices make it easier for users to navigate, which means they spend more time on the site if they find what they need right away.
We all know that having a website is a requirement for law firms today. But even if you’ve already got one, it’s important to make sure that the site reflects your firm’s reputation and brand.
Here are two effective ways to make sure your web design is easy to navigate:
If it takes too long for users to find what they’re looking for, they’ll likely go elsewhere—and fast! So, make sure your navigation is clear, obvious, and organized intuitively so that visitors can move through the site effortlessly.
Site Map (Footer)
As with any other digital product you build or update, consider adding a site map that shows all the pages on your website so users know exactly where everything is located – including contact information if needed – at first glance.
We hope you’ve enjoyed this article and learned something new about web design strategies for law firms. We have just scratched the surface of what can be done by focusing on content, visual hierarchy, mobile-friendliness, and navigation, but there are many other aspects to consider when approaching a web design project. The most important takeaway from this post is that you should always make sure your site works on all devices—even those with limited bandwidth or slow connections.
Expert Tips For 5 Reasons Why Regular Website Maintenance is So Important?
The internet is an ever-changing landscape, and it’s essential to keep up with the latest trends. This means that even if you’ve built a website that works perfectly well now, it may need some updates soon or risk being left behind. There are many reasons why regular website maintenance is so important:
Security is a significant concern for every website owner, but it’s vital if your site has a lot of traffic or sensitive information. If you don’t have time to monitor the security of your website regularly, then you should at least make sure that someone else does.
Regularly maintaining your site helps you avoid common security issues like hacked passwords or broken links that can lead to data breaches. In addition, regular maintenance keeps all parts of your site up to date so that users can access all the latest features and functionality—which means they’re more likely to stay engaged with what you have to offer.
If any changes made during maintenance work could impact your site’s security (like updating software), make sure those changes are carefully tested before going live on the production server, so they don’t inadvertently cause damage in other areas!
Regular website maintenance is essential to keep up with the competition if you want to continue driving traffic through search engines. When you’re running a business, the last thing you want is for your website to lose traction and stop generating revenue. If your site is outdated or malfunctioning, it could lose out on potential customers. This can lead to a loss of trust from users and damage your reputation as an online company.
Improves User Experience
The average user has a short attention span, so it’s crucial that your site loads quickly and information is easy to find. If you don’t keep your site up-to-date, users may have trouble viewing information or navigating through the site. This can result in lost customers and fewer sales for your business.
Brand promotion is one of the main reasons why regular website maintenance is so important. It directly impacts your brand perception and reputation, increasing revenue and new leads.
As such, promoting your brand in a way that aligns with how you want people to perceive you is essential.
There are many ways in which you can promote your business through content marketing campaigns and social media channels. These are effective because they allow companies to connect with consumers on an intimate level through engaging conversations that build trust between them. This can also be done via email marketing or SEO (search engine optimization) which helps companies rank higher on search engines for specific keywords related to their products or services offered by the company
Saves Time and Money
Regular website maintenance is important for quite a few reasons, and one of the most important ones is that it saves you time and money. If you have an established site that isn’t regularly maintained, there’s really no way for you to know what kind of problems may be lurking under the surface. And because these issues don’t tend to be visible until they’re causing major problems, it can take weeks or months before anyone notices them.
Even if you have someone who checks on your site occasionally to ensure everything’s running smoothly, there will still be gaps in their schedule where nothing gets done at all. This means that any issues will continue to grow worse until they become extremely noticeable—and by then, it’ll probably cost more money than just fixing them up front!
This problem completely disappears when regular website maintenance is done right (and on schedule). Even scheduling regular updates keep sites secure by running malware scans and checking security settings daily, so nothing slips through undetected! You’ll know exactly when something needs fixing—and even better yet: you won’t need someone else’s help getting things running smoothly again!
It’s important to regularly keep your website up to date, even if it means paying a professional.
Agency Partner Can Help
We hope you enjoyed reading this article and learned a few new things about the importance of regular website maintenance. If you’re looking for help with website maintenance, we’d love to get in touch. Contact us today and schedule your free consultation to get started!
Expert Tips For Get Your Time Back and Reduce Your Stress with a Web Maintenance and Support Retainer?
Managing a website can be overwhelming, especially if you don’t have the right tools, know-how, or time. It’s exhausting to monitor your website and social media, write content when none exists, and manage other online marketing tasks. No wonder many small businesses and nonprofits leave their websites unattended for months (or even years).
Your website is the engine that drives your online business. It must be maintained and updated regularly to keep your business moving forward. So why not have it cared for by a team of professionals committed to helping you produce results?
You’ve worked hard building your business and online presence, but if you haven’t taken care of your site, it’s time to do something about it. If you have been maintaining your site but find yourself mired in technical issues that take too much of you, now may be the time to delegate maintenance to a pro.
Whatever your reason for creating your business website, it’s time well spent. But have you stopped to consider how much time you spend on maintaining the website? As your website grows, so does the amount of maintenance required to keep it up to date. This often includes making sure the site is displaying correctly across all devices, and new site feeds, handling any product or service inquiries, moderating blog comments, and adding new content for search engines.
What Can I Expect From a Website Support Retainer?
Speed and Reliability
An agency under a retainer will be able to understand your needs and goals for your online presence, providing you with a dedicated team of digital professionals.
Each website support retainer comes with preferential access to our team for support requests, and this level of access ensures that you will become a priority client as part of your retainer agreement. We will ensure that we always dedicate enough resources so that your work is ready when you need it, and we will offer a high level of visibility on your website project.
WordPress is an open-source platform for website development. Given its constant updates, having a WordPress expert involved in your business strategy and update cycles makes sense. Let us take care of regular updates to ensure you benefit from improved performance and advanced features.
If your website is not proactively managed, you will miss the regular updates and releases from WordPress and the plugins you might use on your website. In addition, because your site isn’t optimized for maximum efficiency, you risk not only a loss of functionality but also security vulnerabilities which could cause significant issues down the road.
Value for Money
A website support retainer is an ongoing monthly fee that can be more cost-effective than paying for someone to manage the site full-time. The reason is that there’s no guarantee that someone will have the knowledge and experience you need to succeed in the current environment of aggressive search engine algorithms, marketing changes, and so much more.
Budgeting for a specialized digital agency can be more manageable as your monthly spend is fixed. A website support retainer provides predictable expenses and eliminates the risk of paying for extra hours worked that you don’t use.
The longer you work with a digital agency, the more they understand the needs of a business and the best ways to work with that company’s personality. Some agencies even have onsite account managers who sit with your employees and become an extended part of your team. This is helpful for all involved, as agencies can anticipate and address issues before they happen. As a result, this fosters trust between both parties — ultimately creating a more positive experience for you and your business.
Your website is an extension of your business and a critical tool in securing new leads, clients, partners, and contacts and providing crucial information to your brand. Developing effective websites requires skill sets that not all professionals possess, even those working within digital agencies. A support retainer allows you to choose a company whose sole objective is to do what’s best for you.
Select the Right Retainer for Your Business
Monthly retainers diversify your monthly expenses while providing a predictable budget. A website maintenance retainer can help you take a deep breath and stop worrying about your site. It’s peace of mind. A website maintenance retainer keeps the wolf from your front door. As an award-winning digital marketing agency, Agency Partner is just a phone call away. Contact us and schedule your free consultation to get started.
Expert Tips For Why Updating Your WordPress Website Plugins and Versions Is Important?
Updates for a WordPress website are crucial to keeping your website safe and secure. WordPress has regular updates released by its team of developers, who ensure that their software is doing everything possible to prevent Viruses and Malware from infecting your site. Additionally, as WordPress changes over time, your website may begin to slow down or may not look how you want it to. Updates will help to make sure that you’re running a smooth and fast site.
Updates to WordPress help improve the user experience and make the platform more secure. Just like the updates for your apps and computers, these can help you discover new features, reduce problems, and maintain a positive user experience. Along with the website updates, plugins that run on your WordPress website are also being tested and updated as often as WordPress itself – possibly even more.
Keeping your WordPress website up to date isn’t hard, and it’s one of the easiest ways to increase your site’s security. If you don’t update regularly, you leave yourself and your users vulnerable to phishing scams, hacked websites, and more.
Why Are WordPress Updates So Important?
Updating your software once a month will give you the latest and greatest to help protect your device from bugs and security risks. When you don’t keep your software up to date, you may run into issues like slow performance, security concerns, and buggy behavior. If the software you’re using is outdated, your website and its features will not be able to support your business in the best way it can. You won’t be able to discover all the benefits you should be getting, so you’ll start to struggle with marketing your site, keeping track of leads, etc.
WordPress updates are released on a regular basis to provide security, solve problems, or introduce new features. Although these updates help our WordPress websites perform at the highest level possible for that period, developers from all over the world explore and experiment to find new ways to provide even greater security, solve bigger problems and introduce exciting new features.
With every new update, you will find that WordPress will give you new ways to customize your website, fix bugs a previous version may have caused, or provide protection against hackers.
Security & Bug Fixes
Many plugins contain security vulnerabilities that hackers can exploit, allowing access to your site or database. If hackers have compromised a plugin, they can use it as a gateway into your site and install malware or steal data. You may not even notice this until it’s too late! Developers can quickly fix bugs in their plugins if they are aware of them and have access to the codebase (or at least a copy). Therefore, updating regularly ensures that any issues identified can be fixed quickly without affecting too many sites at once.
You might not realize this but over time, technology ‘evolves,’ and plugin authors update their plugins to take advantage of these changes. One of the benefits of these changes are the performance improvements. Plugins are often rewritten to make use of these changes and in general, they tend to be faster.
As more websites install a plugin, the WordPress community begins to make suggestions for additional functionality for the plugin. The author then updates the plugin and releases a brand-new version with the additional changes included. When you update your plugins, you will gain access to the new functionality.
What Are the Most Important Things to Keep Updated?
The WordPress platform, including the core software and plugins, will need to be updated regularly. Plugins are add-ons that provide more functionality for your website. Themes are a website’s design, which is updated via plugins. Some minor updates may make a big difference over time.
Do You Have a Good Backup?
WordPress updates, in conjunction with a theme update or plugin update, will have conflicts. This is not uncommon, so it’s important that you back up all your files and databases so you can easily restore them once the update is complete.
The Best Way to Keep Your WordPress Site Updated
As a full-service web design and development agency, Agency Partner Interactive can keep your site up to date and so you won’t have to. Our dedicated team can monitor your sites 24/7, ensuring that they operate at peak performance, are updated, and stay bug-free. We offer comprehensive maintenance and support services so you can invest your time in developing other aspects of your business.
Keeping your WordPress website up to date with the latest software is critical for its performance and security. With the importance of keeping your WordPress site updated and performing to its best ability, you don’t want to miss a software update that could put you at risk for a security breach or interfere with your user’s experience. To learn more about what our hosting packages can do for your website and business, schedule your free consultation today!
Expert Tips For How Does Email Marketing Automation Benefit a Business Overall?
Email marketing automation is essential for any business. Whether you run mobile app business, have a small web shop, or operate a large corporate firm on the other side of the world, using email marketing automation helps you to grow your business. It’s one of the channels that is secure and tested. Businesses from all over, use email marketing platforms to market their products or services online.
No company wants to be generic to their consumers. But the truth is, spending hours manually writing unique emails for each of your customers would be counterproductive. Similarly, you don’t want to bombard your whole subscriber list with generic email blasts. There’s a reason why companies are hiring professional email marketing automation tools and services for startups to automate their marketing.
With this technology, businesses can reach as many clients as possible as well as save money, boost operating effectiveness, and assist sales revenue. Keep reading to find out how your business can benefit from email marketing automation.
It saves you time
One of the biggest benefits of email marketing automation is its time-saving capabilities. With automated workflows, you don’t have to worry about setting a timer and manually blasting out hundreds, even thousands of emails. You can also set them up in advance, so they go out automatically at any given time or date. This way, you don’t have to worry about forgetting to send an important campaign or miss an opportunity because you were busy with other things.
Did you know that if a contact has entered their birthday when they signed up for your mailing list that automation can be used to automatically send over a personal message on their special day?
The only work you must do is set up the automation and let it handle the rest.
Opportunities For Continuous Improvement
When you’re managing an email subscription list, you should evaluate the performance of your workflows on a continuous basis. Through these evaluations, you will get a full view into the results of your email marketing initiatives.
Email automation allows you to pinpoint exact areas where improvements can be made. Whether the emails being sent are reaching the right person at the right time or they are being sent straight to a subscriber’s junk mailbox, you can optimize your email automation to better suit your business needs.
Allows For More Personalized Emails
Email marketing automation is unique because it is tailored to each individual’s interests. Every time an individual visits your site, their browser leaves behind a trail — server logs, IP address, referring sites, and other details that can be used to gather certain data about visitors.
Emails are triggered based on specific actions that a customer completed, either on your website or within their receipt. For example, if they purchased a product, signed up for your newsletter, or clicked on a specific link in your email campaign, you can send them certain automated emails and follow up offers related to their original purchase.
If your emails are not relevant or helpful, there is a high chance that your contacts will unsubscribe from the mailing list. With personalized emails, potential customers engage with your brand more often, leading to the purchase of a product or service.
Your Business Will Be Top of Mind
With personalized email marketing, there’s no question that your brand is more relatable to potential customers. By displaying a genuine likeness between your business and your customers, your emails should appear as well-thought-out recommendations rather than cold sales pitches. Email automation allows you to eliminate many of these mistakes and ensure that your emails are sent out at the right time and place to ensure they’re received by their intended recipient who wants to receive it.
It makes sense that when the recipient receives helpful and relevant information when they are most receptive, it will naturally gravitate them to become more interested in your brand and have a better understanding of your business. Therefore, when it’s time for your potential customer to make a purchase decision, your perfectly timed email will entice them to invest in your product or service.
Reduced Potential for Errors
Email automation is one of the most beneficial ways of reducing error. If one person oversees the writing, sending, and tracking all email marketing campaigns there is a higher chance they may make a mistake before an email blast goes out. Even a small percentage of errors could mean lost sales and an unhappy customer. As humans, we all make mistakes. However, when it comes to business emails it is often easier to remember the first impression someone has if you had multiple typos or misused grammar within your email. Like most things in life reducing the number of opportunities for errors ensures that the message you are trying to convey can be conveyed the way you intended and with fewer mistakes.
When you send an email, and you get someone’s name wrong or a company name wrong, do you think it makes the recipient feel warm and fuzzy? No, of course not. It makes them feel unimportant. Another reason why email automation is great! You can double-check and proofread your work before it goes live!
Ability To Segment Contacts
Email automation allows you to determine which contacts from the list have interacted with your business or have only just signed up for the mailing list and create different automated emails accordingly.
The ways in which you can segment contacts can be more diverse than you would expect. It’s all based on the information they share with your business (like your newsletter sign-up form) or actions they take while interacting with your business (like shopping online).
Want to find out more about email marketing automation? Schedule a free strategy session with our digital marketing experts today!
Use your digital marketing to stand out from your competitors. Contact us today to get started on your next campaign
Expert Tips For Is Email Marketing Good For Small Businesses?
Email marketing allows you to target your most valuable customer segments with a personalized message. You can build relationships with them, keeping them up to date on your product launches, upcoming promotions, and events. And if your brand has been around for a while, an email campaign can help you reach out to long-lost customers and rekindle that spark of love they once had for your business.
As a digital marketing agency, we have found that the best way to take advantage of email marketing today is by being honest, transparent, and open with your customers. We’ve also found that unsolicited or generic emails don’t work. They are losing ground. Email marketing still works because it’s personal and relevant content that engages the customer in a way that makes them feel like they’re receiving “special” information from you, not from every company on the internet.
You can easily create newsletters and send them out, but you need to focus on getting people to subscribe if you want your emails to be opened, read, and acted upon. Here are some ways that will help you do this.
Make it easy for customers to subscribe to your newsletter. Don’t try to make it too fancy or add too many steps. Include a simple form with an email sign-up that customers can fill out in just a few seconds. A good tip is to add the email address field as the first item on your contact page and include it in all emails you send, so that customers are reminded how easy it is to sign up.
To establish some trust with your readers, you should let them know what they’re signing up for. If the content is different than what they were led to expect, they’ll lose trust in your brand.
Here are the top benefits of email marketing for small businesses.
Build strong customer relationships
Do you feel like it’s impossible to reach out directly to every customer? They can help! Reach out to them and let them know the latest that’s happening in your business. They’ll love being kept in the loop, and they can even tell their friends about what they see, or maybe even pass their email address along to someone else who needs your services.
Your newsletter is the perfect opportunity to reach out, share information and news about your business, and ask for feedback at the same time.
Develop your own unique brand
Building a strong, recognizable brand is important for any business. Building on a solid foundation of customer relationships can help you improve your brand’s reputation and provide more value to your customers. Strong brands empower employees to share their knowledge about the company with potential customers, creating a positive impression in their minds every time they think about using your product or service.
Become an expert with expert content
You know a lot about your industry, and most of your customers know you as the expert in your field. But there are some people who don’t know much about what you do, or at least they haven’t heard of you. One way to reach these potentially new customers is by developing content that helps you come across as authoritative in your area of business.
Email marketing isn’t just about sending coupons and sale information. You can use email to give customers content that’s fun, useful, and informative. You can even create videos and send them days before your monthly sale begins—giving customers plenty of time to shop early.
Email marketing is efficient with your time and budget
Email marketing allows you to reach your customers directly and inexpensively. The key is to build a relationship with those who matter most – your community! Building relationships will give you the opportunity to show your appreciation for their loyalty.
Direct mail campaigns can be very expensive, especially those that rely on a significant sales force. But we all know that time is far more valuable than money, so you need to consider the time it will take to reach your audience through direct mail as well. If you can’t spare the time to visit several target people and if physical flyers could possibly harm your credibility, email marketing might be the better option for you!
While TV commercials and radio ads can get your message out there, they take time and effort to create. And what do you do when you’re done recording? You’ve lost precious minutes of your day that could have been spent focusing on your business. Email marketing is the most efficient solution to reach your audience, with a small budget, and with little time.
How to measure email marketing success in small business
Small business marketers need to measure their success rates to identify more effective marketing strategies. There are several metrics to measure email marketing success; some get better results than others, depending on the type of business you run.
You want to make sure all your emails are at least opened, given that they were read it’s best to add in some additional metrics that would give an indication of whether your recipients enjoyed reading the content. These metrics will help you plan future newsletters and email marketing campaigns so you can grow your list and get more revenue out of your efforts.
If you want your newsletters to get read, you’ll need to ensure that they display well on mobile phones. Image-heavy email campaigns have lower click rates and higher unsubscribe rates than text-only email marketing. Image-heavy emails take an average of 6 seconds longer to load in users’ inboxes, which makes people impatient and more likely to give up loading the email completely. If a user must wait more than ten seconds for an email to load, their chances of opening it decrease tremendously.
Does it really matter?
You’re probably wondering whether email marketing is worth it for your business. We’ve got the answer: Yes! Email marketing matters to small businesses and can launch you ahead of the competition. It can open new markets, bring in new customer bases, and help build strong, long-term customer relationships.
With email marketing, you can deliver engaging newsletter content directly to your customer base—without the hassle of printing paper or buying postage. It’s a simple and cost-effective way to stay in touch with customers and reach out to new ones.
Expert Tips For Recent Google Algorithm updates: How it can affect your Website’s SEO?
Google updates its ranking algorithm throughout the year to provide users with a better search experience and more relevant search results. These updates can cause websites to lose their previous rankings in the SERPs (Search Engine Results Page), resulting in drops in search traffic and revenue. In other cases, these updates might cause pages not previously ranked on Google to start ranking well.
Google’s algorithm is constantly changing, and that’s part of what makes SEO so challenging. Over the years, hundreds of algorithmic updates may affect your rankings in several ways. Businesses must stay updated on any upcoming changes, or it could be extremely costly.
As updates roll out, Google will continue to refine its search engine algorithms, so the changes or updates you see in your SEO reports should be viewed broadly. They are meant to guide web admins and site owners on improving their sites to achieve a better rank on Google. Site owners should generally pay attention to the significant algorithm updates and the core ranking factors they are refining.
4 Things to Do After an Algorithm Update
To avoid a drop in rankings, all you have to do is pay attention, anticipate the algorithm update’s arrival, take note of your rank before and after the update is complete, and adjust accordingly. Here are four things to do after an algorithm update.
1. Determine if the Update Has Affected Your Rankings
After any algorithm update, it’s important to check your website and ensure it is optimized for the recent update. Your business won’t be able to survive if you don’t have a website that can perform well in search results. There are many tools you can use to measure your website’s SEO performance, but we recommend hiring an SEO expert to help. It will save you time and headaches in the long run.
2: Research What is Being Said About the Update
Google generally does not share extensive details about its updates, but they usually communicate the core ranking factors they focus on. They may also offer general guidance for web admins in their Search Central blog.
If you’re new to paying attention to updates and their impacts, follow members of the SEO community who share insights and analyses on how updates impact their network of sites or publishers.
This research process is essential because it can help you understand whether SEO experts and digital marketers are seeing the same patterns in their data as a result of the update.
3. Identify How Your Ranking Could Be Affected
Whether you’re looking to correct a problem or capitalize on a favorable trend, making informed decisions based on your data is crucial. Look closely at all your data and leverage what you can of it to inform strategic decisions that will improve your website performance and ability to convert.
Google has more than 200 ranking factors it relies on when promoting web pages, which means a lot of possible culprits of declining keyword rankings. Thankfully, Google’s ranking factors can all be simplified into a few core areas: content, authority, technical, and business success.
Google has always focused on improving the experience for users searching for content and services online. Every search result must be as relevant as possible to the query that was entered by that user. To do this, Google needs to identify quality content — pages that users will want to engage with and share with others through social media channels. In other words, good SEO means building great websites that give users what they want when they need it most.
4. Improve the Quality Signals Across All Your Web Pages
The quality signals across your site can greatly impact the overall ranking of your individual pages. Although some pages might take a bigger hit than others, you’ll likely see general downward trends across all your pages.
Your recovery may require a page-by-page or site-wide approach, depending on the ranking factors.
Always keep your on-page SEO quality in mind. Depending on what you want to achieve, consider expanding the focus of your website’s content and structure. This might include filling empty pages with engaging content, adding related keywords and synonyms, optimizing meta descriptions, creating meta titles that draw users in, and ensuring your keyword strategy is consistent throughout all pages.
The more you focus on improving the signals that communicate quality to Google crawlers in those key areas, the higher your results will rank within Google’s search engine. For content-focused updates, look to see whether your web pages have:
Long-form, comprehensive website copy
Rich media, images, and videos
Relevant internal and external links with contextual anchor text
Optimized meta tags, like page titles, headings, and meta descriptions
Employ other on-page SEO best practices
Final Thoughts on Algorithm Updates
With new algorithm updates, it can be challenging to maintain existing websites, or find all their weaknesses. On the bright side, these updates have a way of showing us where our websites could use some work.
Site owners should always aim to provide their users with the best experience possible, whether via high-quality website or blog post. And just like Google, websites should constantly strive to improve.
Why Agency Partner?
Agency Partner Interactive is an award-winning digital marketing agency that helps businesses attract valuable customers, drive sales, increase leads, and more. See why we are named one of the Best US-Based SEO Agencies of 2022 by scheduling your free consultation today.
Expert Tips For What is SMS Marketing? The Ultimate Guide
SMS marketing is a tool that allows brands to reach their target audiences with personalized text messages. These messages can be used to capture leads, keep customers engaged and up to date on the latest news and offers, and even provide customer service assistance by allowing them to contact companies directly through text message. When strategically deployed, SMS marketing can be highly effective.
Types of SMS Marketing
SMS marketing is one of the most inexpensive and direct methods to connect with your customers. It’s a great way to let people know what you have going on, whether it be an upcoming event or sale or just scheduling maintenance. The range of options can include notifications, reminders, questionnaires and surveys, invitations, and more.
How Does Text Marketing Work?
Text marketing is easy to use and allows you to track your campaign’s performance and effectiveness. It is also an alternative to email marketing, where users might be hesitant to open an email they don’t recognize but are more willing to open and engage with a text message that comes in through their phone.
Why Choose SMS marketing?
SMS marketing is fast and engaging. On average, consumers take only 90 seconds to respond to a text message. With the ability to create personalized messages for your customers and prospects – it’s just one more way you can communicate with them.
The stats say it all. SMS marketing is a highly personalized medium and delivers far higher engagement rates than email or any other digital tactic. Furthermore, there are no technological barriers to entry: everyone can text!
Avoids SPAM Filters
Go ahead and open your inbox and look at your promotions folder. There’s a good chance you’ve never opened this before or do so rarely. Many emails in this folder include coupons and shopping offers, which most people aren’t really interested in.
With text message marketing, you see the difference. 49.7% of emails are SPAM. Smart email platforms like Gmail are turned into this and file promotional material for you, never to be seen again.
Now consider your text message inbox on your mobile device. You have one folder, and there is no SPAM filter, so every single message you receive has the undeniable urge to open and read immediately.
SMS Marketing Strategies
SMS marketing is a great way to reach consumers, particularly those on their smartphones all day. With a few creative SMS marketing strategies, you can connect with customers and make your brand stand out from the crowd.
Welcome New Subscribers
When new subscribers join your SMS marketing campaign, send them a welcome message to help them understand what they have subscribed to. This is also a great way to immediately engage with customers who are on the fence about your business and encourage them to give you a try.
Announce New Product Releases
If you’re always on the cutting edge of your industry, keep your customers updated via text. Announcing new product releases is an excellent use of SMS advertising that lets you inform customers and boost hype around launching something new. Existing customers often like to hear about new products because it refreshes their interest in your brand.
Drive traffic to your website or online store by adding a call-to-action link in your SMS campaign. Customers will see a hyperlinked text message and can land directly on the page where they can purchase the product or make a booking.
Follow Up on Abandoned Shopping Carts
SMS marketing can help you recover some of that lost revenue by sending shopping cart abandonment messages to customers who have left items in their online shopping carts. It’s a simple way to remind them of the products they left in their basket and what they’ll get if they go ahead and complete their purchase.
Collect Customer Feedback
SMS surveys are a great way to collect customer feedback. You can ask for a rating and encourage customers to leave comments on products, services, and other aspects of your business. You can use tools like Google Forms or SurveyMonkey to create a short survey, then send the link through SMS. Or ask a customer to reply to your text with a rating from one to five, then follow up with any customers who give a low rating to find out what you can improve.
With the help of Agency Partner’s SMS marketers, you can grow your business by attracting valuable customers and increasing customer retention. We are an industry-leading SMS marketing agency with a proven track record of helping businesses build their brand, generate leads, and drive sales. Contact us today for a free consultation!
Expert Tips For How Social Media can Positively Impact Your Small Business
Social media is a great way to network, connect and market your small business. It can help you solve issues that you may have with customers before they arise and give you the ability to listen to your customers feedback. All of these things can add up to improving the customer experience.
What is the Impact of Social Media on Businesses?
More than 4.5 billion people use the internet worldwide, which has become a great opportunity for businesses to advertise their products and services globally. From social media platforms like Facebook, Twitter, YouTube, Instagram and Snapchat to apps like WhatsApp, Tango and Viber, the concept of digital marketing is trending nowadays. The importance of social media networks can’t be ignored as with the help of these online platforms one can directly interact with customers for business promotions or even for sales purposes. But before you dive too quickly into using them, you first need to understand that how much impact do these amazing channels really have on your business.
Brand loyalty is a state where the customers have complete faith in the brand, and they purchase the product or service without any persuasion. Brand loyalty faces a lot of challenges from rivals and substitutes. The level of awareness about a brand among people also plays an important role in brand loyalty. Loyalty means repeat purchases, more spending, stickiness to the product/brand, etc. Brand loyalty can be either emotional or rational based.
Learn more about your customers
You can use social media to get a detailed understanding of your customers and their purchasing habits. This information can help you make smarter business decisions, improve product development, and build more valuable relationships with your customers.
When it comes to consumer brands and customer interaction, things have changed. In the past, you had to wait until the company set up an event showcasing their new products and line. This happened maybe once or twice a year. Nowadays, companies are more proactive in interacting with consumers on a regular basis — through social media channels. Customers can connect with brands directly and ask questions about their products.
Increased customer power
Today, businesses are seeing a shift in their relationships with customers. And no, it has nothing to do with Millennials and the younger generations! Over time, social media has allowed a voice to people who previously didn’t have one. Because of this power shift, businesses now seem to be at the behest of their clients and fans. But rather than fear this change of events, businesses should embrace the influence their clients have. Businesses should capitalize on this connection and work towards bringing in more customers and creating more loyal ones.
Attract bigger audience
Social media marketing is a cost-effective and highly targeted way to build your brand presence. Just like traditional media, social media creates a bigger reach of your company in the digital space. Engaging with your audience through promotional posts on social networking sites, direct messages, and even through comments & replies turns the platform into a source of self-promotion for many businesses.
Creates word of mouth
Word of mouth is powerful. And now with social media, word of mouth is instant. Almost 80% of consumers would trust an online review as much as personal recommendations.
Reducing marketing and promotional costs
Social media marketing (SMM) is a kind of internet marketing which involves use of social media sites, blogs and online videos to promote or market a product or business service. It goes through a promotional campaign which shows your products and services, the benefits they provide and the likes.
Reporting and analytics
With social media tracking and analytics tools, you can see the full impact of your social media activities, from follows to engagements right through to purchases. This provides a clear picture of how your campaigns are working, giving you actionable insights into which ones are going to deliver results for you.
Humanize your brand
One of the greatest benefits for businesses of using social media is the ability to create real human connections. For example, communicating with customers via Twitter allows you to have fun and build relationships with individuals – all while improving customer service, driving sales and increasing brand awareness.
Impact of social media marketing on small business
Social media marketing is a great way for small businesses to reach out to their target audience and generate leads. With the increasing number of social media platforms on the internet, it has become easier for small businesses to market their products in different ways.
The biggest advantage of social media marketing is that it allows small businesses to be more personal with their customers than ever before.
Social media platforms like Facebook, Twitter, Instagram and LinkedIn allow you to interact with your customers directly by replying to comments or asking them questions. Social networks also give you an opportunity to share photos, videos and links related to your business which can help you build trust among potential customers who may not know much about your business yet but would like to learn more about it through these posts.
Are you looking to optimize your business with an award-winning social media management agency that can help drive leads, build brand awareness, and attract valuable customers? Maybe you just have some basic questions about digital marketing! Contact us today to get started.
Expert Tips For What is Semantic Search and Why is it Important for SEO?
The evolution of search engine technology goes beyond backlinks and includes as many keywords as possible. The focus is now shifting toward understanding the intent, behavior, and context behind those keywords. When we understand what the keywords mean, provide rich information that contextualizes those keywords, and discern the user’s intent, we can better understand consumer behavior. The key to working effectively and efficiently in the knowledge economy lies in semantic search. In this blog post, we’ll dive into what semantic search is and why it’s important for the new age of SEO.
Semantics is a branch of logic and linguistics referring to the study of reference, meaning, or truth. Applying this discipline to SEO translates to a better understanding of consumer intent and behavior and provides rich information that contextualizes the meaning of keywords. Semantic search looks to understand the natural language the way a human would but is facilitated by machine learning and AI technologies.
In order to rank high on Google, your website needs to use semantic search engine optimization techniques. Semantic search is the understanding of intent, behavior, and context behind search engine optimization (SEO) keywords. In order to generate the most accurate SERP (Search Engine Results Page), Google must understand the relationship between words and the context in which they are being used.
Why is it Important?
The implementation of Google algorithms has directly impacted SEO and facilitated a shift to adopting new best practices and techniques. Before semantic search engines were fully realized, content created for SEO purposes had to be designed around specific keyword-to-word-count ratios. Today, the emphasis is on the relevance of content and how accurately it reflects the way people naturally use language.
The rise of voice search plays a significant role in the evolution of semantic search. Mobile voice commands are now commonplace and optimizing for this type of search is immensely different from traditional SEO as the results must immediately get to the point and keep the content much more conversational. A firm understanding of language, context, and behavior is vital to achieving this.
People often say things and search for things in different ways, languages, and tones. Search queries can also be vague in nature. Google semantic search can distinguish between distinct entities and interpret the searcher’s intent based on factors like the user’s search history, location, global search history, and spelling variations. All of these aspects help Google provide a better user experience by delivering quality information and surfacing the most relevant content results.
Keyword Search vs Semantic Search
Keyword search satisfies the basic needs of a search query, but it has its limitations. They are extremely literal in the sense that the search engine finds terms wherever they appear, even if the words are used in a larger phrase or different context.
Today, the way people search for things is often ambiguous. Semantic search takes into consideration the user’s intent to uncover the contextual meaning behind those terms and pushes beyond the boundaries of Google’s collective base of knowledge to surface the information and concepts that haven’t been explicitly written into the query. Semantic technology decrypts concepts and meaning by associating search inputs with clarifying terms, like related synonyms that have been integrated into the system. Semantic enrichment helps users find new ideas and concepts by tagging unstructured text with information about its meaning. To differentiate concepts, semantic technology references vocabularies containing all known terms for the same thing or its synonyms connects these entities to each other in hierarchical relationships, and employs algorithms to analyze the content within which those terms appear. Latent coding automatically enriches the search query and provides better, more relevant information rather than simply including the specific words searched amongst a multitude of contexts.
Even with Google’s advanced algorithm, it still isn’t smart enough to gather meaning or understanding by itself. You must optimize your site to help Google understand your content and present it to your target audience. Semantic keywords, link building, structured data, and analysis are some of the most important tools needed for business growth in the era of digitalization.
Agency Partner Interactive is the top SEO agency to optimize your website and help your business rank #1 on Google. Our digital marketing experts have the skills to effectively utilize tools like Google semantic search and semantic keywords to accelerate the growth of your business. Contact us today to get started!
Expert Tips For How Much Should Working with a PPC Agency Cost?
If you’re in the market for PPC (pay-per-click ads) services, you may be wondering how much you should expect to pay. Pricing can vary widely among PPC advertising companies, so it’s important to know what to look for when choosing one. In this article, we’ll look at the rates that PPC management agencies typically charge as well as some factors that can affect the cost of their services. So, whether you’re just starting out with paid search advertising or looking for a new agency partner, read on to learn more!
What’s the Cost of Hiring a PPC Management Agency?
A quick Google search on how much you should pay for PPC management services will reveal a wide range of articles with conflicting advice about what’s “normal” or “average” when it comes to agency pricing. You’ll find that PPC Agencies will charge anywhere from $250 to $5,000+ per month. When you see numbers at $250 to $300, it’s often too good to be true. On average, that buys you about two hours a month for any agency. Will you be getting the best results possible when someone is looking at your account for roughly half an hour a week? How much can that agency do strategically for you to maximize your ad spend?
What’s a Realistic Expectation for PPC Management Pricing?
If you’re looking for an agency that can actually drive revenue and deliver the best results, you should expect your PPC management costs and ad spend costs to be about the same. If you’re spending $2,000 a month on ad spend and you want to see deliverable results with Google Ads, you can expect to pay an additional $1,000 to $1,500 to a PPC agency.
That figure may seem like a lot, but realistically, that’s what you’ll need to be looking for when pricing agencies. This number allows an agency to really dive in and spend time with your account. They need to be constantly optimizing and figuring out innovative ideas for improvement. As your ad spend goes up when spending money across multiple campaigns, so should your agency spend.
Why do I have to spend more with a PPC agency just because my ad spend goes up?
You could spend less or go with cheaper agencies while still seeing some results month over month, but in order to scale the results of your ad spend, you need an agency that spends more time in your account for at least 1 to 2 hours per week at a minimum. With more money being spent on Google Ads, the agency will have to keep track of more keywords and run more campaigns.
Are the Returns Really Worth the Investment?
With the right agency and strategy, 100%.
At Agency Partner Interactive, we have a client that spends roughly $15,000 per month on both ads spend and PPC management fees. They see a return of close to $250,000 on that investment. This is only possible when you properly invest in a dedicated digital marketing agency. This empowers them to spend more time analyzing your audiences, campaign performances, and more. If you’re only buying the agency 30 minutes a week to spend on your account, it’s impossible to achieve that level of return.
How Do I Make Sure I’m Getting the Most Out of the PPC Agency?
The absolute best way to ensure you’re maximizing your ROI (return on investment) is through communication. Constant communication with your PPC agency allows you to discover what is and is not working so that they can adjust their strategy as soon as possible. If you’re not communicating often and clearly with your PPC agency about what qualified leads look like or whether their Google Ad campaigns are actually delivering qualified leads, you’ll be in for a world of trouble.
What sort of trouble?
If your PPC agency partner is driving a ton of leads for you only to find out later that most of those leads are spam, you aren’t giving the PPC agency a chance to fix these issues. The earlier you can provide feedback on the results you’re seeing, the earlier your PPC agency can solve potential problems and save you money.
What Should I Expect When First Starting Out with a PPC Agency?
You should anticipate a learning curve, especially during the beginning of your relationship with your PPC agency. It’s critical to be aligned and vocal about what you are and aren’t seeing. This way, you and your PPC agency will be constantly working toward achieving better results together.
Start with a smaller budget during the preliminary stages. After you’ve proven your concept through testing and refining your audience and campaigns, you will have gathered the data to inform your decisions before you start investing heavily.
Why Agency Partner Interactive?
As Dallas’ top digital marketing agency, we optimize marketing investments in real-time with our PPC bid and budget management services. Our PPC and data science teams can adjust search campaigns in competitive markets up to 48 times in over 24 hours. Our digital marketing experts will help you attract valuable customers, drive sales, increase your leads, build brand awareness, and more. API knows that every penny spent is an investment to produce a return, and our transparent communication and fair pricing will keep you in the loop every step of the way. Ready to optimize your business with an award-winning PPC Agency? Contact us today to get started!
Expert Tips For What is Content Marketing & Why Do I Need It?
As we move further into the digital age, content marketing is becoming increasingly more important. In order to stay ahead of the competition, you need to have a content marketing strategy plan that’s up-to-date, innovative, and compelling for your customers and prospects, setting you apart from the rest. In this blog post, we’ll explore what content marketing is, the benefits of content marketing, and how to build a content marketing strategy to grow your business.
What is Content Marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant. Consistent content (audio, visual, and/or written) to appeal to and keep a clear target audience, which in turn drives profit and achieves business goals. A successful content strategy should attract your audience at every step, keeping them engaged after their purchase.
Why Do I Need Content Marketing?
A common misconception new business owners may have is that a content marketing strategy is nice to have, but not a necessity early on. Let’s debunk that. Producing high-quality, compelling content can be invaluable in establishing trust with new target audiences and contribute to long-term business success. Content marketing helps businesses prepare and plan for consistent and reliable, cost-effective sources of new leads and website traffic. If you can develop a single blog post that gets a solid amount of traffic, an embedded link or fee tool will continue to generate leads for you over time, long after the post date. This reliable traffic and lead source from your evergreen content can give you the flexibility to try out other marketing tactics to build revenue, like sponsored content, social media ads, and distributed content. Apart from attracting leads, impactful content educates your prospective customers and generates brand awareness.
Why is Content Marketing So Important?
Content marketing opens a conversation with your audience and keeps those conversations fresh, helpful, and engaging over time. Great content marketing leads to engagement and builds relationships and trust amongst your target audience. A recent study states that marketers who prioritize blogging are 13x more likely to see increased ROI than companies that don’t. Content marketing captures 7.8x more organic traffic and generates 3x the leads, and costs less than other digital marketing channels. Lastly, content marketing is a welcoming extension for the user rather than an interruption from their activity.
What Are the Steps to Building a Content Marketing Strategy?
Define your goal: knowing why you want to create content and your aim for developing a content marketing plan is essential to determining what’s best for your strategy.
Conduct research: clearly defining your target audience is the key to developing a successful content marketing strategy. By understanding your target audience, you can produce relevant and impactful content that will keep them engaged and wanting to learn more.
Run content audit: most brands usually start with blog posts. If you’re looking to expand into different formats, you can run a content audit to evaluate your highest and lowest performing content. Then use that information to determine your next steps.
Decide on a content management system: some critical parts of content management are content creation, publication, and analytics. You’ll want to invest in a content management system to keep track of your content in a way that’s easy to read and sustainable.
Determine what type of content works best for your business: you can choose whichever media you think resonates best with your audience, from written blog posts to audio content like podcasts and more.
Generate ideas for content: it’s brainstorming time! Start coming up with ideas for what you want your content to be about. There are many tools you can use to surface relevant keywords or google SEO analytics to gain the most exposure and generate leads for your brand.
Publish and manage content: your content marketing strategy should include more than just the type of content you’ll create – it should also include how you’ll organize your content. A content calendar will help you publish a well-balanced and diverse content library for your website and work in conjunction with other marketing channels like social media marketing.
In conclusion, building a content marketing strategy tailored to your business and target audience is the key to establishing trust and an impactful relationship with your customers. Great content marketing is educational and keeps your audience engaged, leading to higher conversion rates and lead generation that, in turn, helps your bottom line. If you’re ready to start developing lucrative and powerful content marketing strategies to accelerate and grow your business, contact Agency Partner Interactive today to schedule a consultation. The experts at API have all the tools and resources needed to create outstanding content that’s helpful for your audience while keeping the conversation fresh and engaging.
Expert Tips For NFTs and Digital Marketing: What You Need to Know
As the world of blockchain continues to grow and the metaverse gains more traction, so too does the use of NFTs. These unique digital assets are popping up in a variety of industries, and one area where they are seeing particular success is in digital marketing. This blog post will explore how NFTs are being used in digital marketing strategies and how to promote your NFT. Read on for more!
What is an NFT?
NFTs are non-fungible tokens that are 100% unique. Think of them as certificates of ownership that exist on the blockchain. They’re created when a digital file is minted, such as an image, video, or GIF. This means that these digital assets have a certificate of ownership, and originality is generated by cryptocurrency and sold or granted to a new owner.
What Are the Benefits of NFTs?
Since digital media is easily replicated, it’s often a victim of brand theft. Providing ownership of an NFT transaction in the blockchain is undeniable proof that you own this piece of media and that it cannot be replicated. These digital assets offer a number of advantages that make them perfect for use in digital marketing strategies. For one, NFTs are unique and can’t be duplicated, making them ideal for marketers to create powerful brand identities and engage with customers. Additionally, the location of all data in the blockchain is recorded in a decentralized, public ledger, offering full transparency for customers to see how their data is being used and shared. Sharing data via blockchain is a way for brands to build trust with customers who are afraid of their data being exploited in other transactions and lengthy permission agreements.
NFTs and the Metaverse?
For brands, NFTs can generate brand value and loyalty in several ways, like using them as virtual souvenirs and making them more personally significant to the customer. Digital marketers will start exploring branding opportunities in the metaverse as an exciting new way to engage with customers. This is a chance to rethink virtual experiences and find better ways to do what we’ve been trying to do in the real world, such as building a community among customers, experiencing physical goods in a virtual space, understanding consumer behavior, and enhancing personalized services. When promoting an NFT, It’s important to have a clear marketing strategy. Since there are a million directions brands could go, those that enhance the total experience of the metaverse and know the differences of how traditional marketing in the physical world may not translate into the virtual one will be able to pull ahead. Virtual marketing strategies must be interconnected with physical ones to create the most impact.
How to Promote Your NFT
It’s all about generating value when thinking about how to market your NFT. The best way to do this is by offering something truly unique, such as a one-of-a-kind digital experience or access to exclusive content that can’t be found anywhere else. You can also create an NFT community where customers can connect with one another and share their love for your brand. This is a great way to build brand loyalty and create lasting relationships that turn your customers into life-long clients. As another way to promote an NFT, digital marketers will start exploring the branding opportunities within the metaverse as another way to deliver an engaging, less invasive experience than the current marketing landscape to gain the greatest impact.
Are you ready to jump into the exciting world of NFT marketing? If so, get in touch with our team of digital marketing experts at Agency Partner Interactive today. We’ll personalize our approach to best benefit your unique brand and help you create a powerful NFT marketing strategy that will help you engage with customers and promote your brand like never before. API is the premier digital marketing agency that produces real results. Contact us now, and let’s get started!
One thing we hear all the time is: How much does SEO cost? How much should I budget for SEO Marketing Services?
As digital marketers, we hear that question and our brains start to think about SEO strategy and everything that goes into getting more organic searches for business owners. Immediately, our SEO specialists consider everything from potential website performance needs, competitor research, on-page SEO optimization, link-building strategies, local SEO, and more as it relates to your goals.
Oh, and let’s not leave out considerations for the fact that there are different SEO pricing models, depending on whether you are looking for a one-time optimization or if you’re truly looking to play the long game and dominate your industry. Depending on what you need, you will likely consider fixed pricing versus monthly retainers that support technical SEO efforts, the cost of content marketing that helps you rank on Page 1 for new keywords, and routine analytics meetings with your SEO consultant.
Those are just a few things we think about. Other questions may include:
How long has your web domain been around? What about other websites that compete for the same keywords?
How much organic traffic are we currently seeing in Google Analytics and what are the referral sources?
Is the site ranking just for branded keywords, or are more competitive keywords resulting in impressions and clicks?
What does the Google Search Console say of impressions and clicks to your website over time? Is growth stagnant?
Is your website currently holding a first page rank for any relevant search terms either locally or nationally?
How healthy is your backlink profile relative to the top ranked sites?
Are we competing with big brands, local businesses, or personalities?
How often do your biggest competitors publish blogs, news articles, and/or new web pages?
Can the business support a SEO campaign right now? …or do immediate needs require that this budget be allocated toward a more immediate, albeit less permanent marketing tactic?
In Google Analytics, what does the website’s bounce rate look like relative to keywords resulting in clicks to the site?
While these questions are fairly common, the answers to them will vary significantly from one business website to another. Competitiveness and your desire to dominate will factor into what your monthly SEO budget should look like. To generalize, most SEO experts will charge a monthly recurring investment of $2,000 to $10,000+ per month. Yes, that’s a big range!
A national or international SEO budget in a competitive online market should never be less than $5000 per month. For SEO that seeks to attract local buyers in a not so competitive market, it is possible to kick-off a local SEO campaign in the $500 to $2500 range. Again, depending on competitiveness, your budget will vary significantly.
To learn more about where that money goes, some things to watch out for when selecting a SEO partner, and when you can expect some ROI from SEO, keep on reading!
What to Expect From An Appropriate SEO Budget
Notably, the value from search engine optimization compounds over time… So unlike PPC on Google Ads, SEO is not how you make a quick buck. SEO is how you build wealth through a business website.
SEO is also kind of like caring for a plant. It requires consistent attention over time and when you stop, your SEO value slowly begins to diminish relative to other competing sites on the web. This is because Google’s search algorithm changes constantly. So as you consider your SEO budget, be mindful of the fact that an adequate SEO effort is something that should be a monthly recurring undertaking for the life of your business or website.
SEO, when content driven, ensures that whenever someone is searching for answers to any question that is relevant to your business, your brand is front and center every time. Businesses love SEO because of how the economics of it play out relative to other sales and marketing activities. If you consider an investment over 12 months, notice how the monthly expense stays mostly flat in the graph below. Also take note of what the additional revenue line is doing… strongrevenue growth.
In this example, we are looking at a Texas based, B2B medical supplies company with a monthly SEO budget of $8,500. At the 7th month of this campaign, things started to get exciting because this company’s website began to rank on Page 1 of Google for some its most commercially valuable keywords. At the close of the year and following a 12 month SEO investment of $102,000, this family business counted just under $1 million in additional revenue and a massive ROI. The break-down is as follows:
Total SEO Budget: $102,000
Total New Revenue: $992,742
12 month SEO ROI: $890,742
Unlike this company’s SEO campaign, if you look at their Google Ads marketing performance, new revenue is positively correlated to their monthly ad budget. So as logic would have it, more budget equates to more revenue just as less budget equates to less sales. In this case, the client was competing in a market with a fairly expensive cost per click and PPC was never their most desired source of new business. PPC helped them serve some immediate needs while they worked to establish their SEO game.
To reiterate, this is a big reason that business owners love the economics of an expertly crafted SEO campaign versus other marketing channels. SEO is part of a long-term, industry dominating digital marketing strategy. A basic SEO campaign typically takes anywhere from 8 to 16 months before a mostly static, consistent monthly investment begins to generate a noticeable ROI. For some industries and markets, like SEO for family law, return on investment may feel exponential once your average page rank starts to hold search engine positions 1 through 3.
Ways to Allocate Your SEO Marketing Budget
There are different ways to allocate your SEO budget and get the work done. You may consider augmenting your existing marketing team to fill any gaps in expertise, hiring an outside agency that happens to be an expert, or you may try the DIY route. Generally speaking, these are the various ways to allocate your SEO marketing dollars:
Hiring a team of SEO freelancers with a budget of $70 to $190 per hour, per person
Hiring an in-house marketing manager or marketing project manager that can manage a team of SEO freelancers.
Depending on experience, expect to budget anywhere from $50,000 to $125,000 per year for this person. You get what you pay for!
Don’t forget to add the cost of your freelancers to this. They will most likely charge a price per word or a flat monthly fee for a set amount of deliverables.
Hiring a SEO agency at $90 to $250 per hour depending on the agency’s bill rate
Small consultancies and startups may easily feel overwhelmed by all of this and most will never have a starting SEO budget of $8500 per month…. but the fact is that there is a way to start small and grow your SEO strength in an effective, strategic way.
Many small to medium sized companies, including law firms and health practices, tend to hire marketing agencies because they are able to gain access to certified, experienced experts that would otherwise be out of reach. Most agencies will offer a full suite, white glove service that functions much like an outside marketing and technology department. Enterprises will almost always utilize their in-house teams for SEO however it is common for them to hire agencies for occasional marketing tests or simply to get some fresh ideas on the whiteboard.
Across all budgets, the common key to success is a commitment to consistent, scheduled content production over an indefinite period of time.
Why $100 Per Month Is NOT The Real Cost of Cheap SEO
Affordable SEO does exist, however there is such a thing as “cheap” or bad SEO… Bad SEO is exactly what it sounds like. It’s wholly inadequate and far too many companies fall into this trap. A lot of this stems down to the fact that less than half of small businesses have a SEO budget of any kind. Of the businesses that do have a SEO budget, a survey indicates that 71% of small businesses budget for only $1 to $99 per month for their SEO. I mean… you get what pay for. $99 is literally nothing and you will almost certainly measure some negative ROI from this.
Most often, this is due to a lack of education wherein business owners are sold by the agency with the cheapest proposal rather than the one with the highest value. This happens ALL the time. Don’t be a sucker.
Unfortunately, SEO spammers know that most business owners have no idea how SEO works.
This is why they exploit businesses every day by sending spam email with promises that you can get on Page One of Google for only $99. Because most business owners assume that SEO is a basic commodity, similar to getting gas at the pump, many opt to invest in the cheapest option. After several months, they may realize that there is “no strategy” and/or no ROI and will opt to end the campaign to either find another vendor or do nothing at all.
The way this often plays out is like this:
Company contacts 2 to 4 agencies for SEO quotes
Some agencies respond with general, templates proposals, almost immediately. Others may ask some basic business questions.
Company considers several proposals. Often, these are reviewed by several stakeholders that really do not understand what SEO is.
Company may reach out to the final 1-2 agencies with follow up questions.
Company opts for the cheapest or second to cheapest SEO marketing proposal.
Company cancels SEO arrangement after several months.
Either immediately or several months later, Company may opt to work with a different SEO Agency or does not invest in any SEO.
This scenario plays out daily. In the end, a lot of time has been wasted, a little money has been burned, and the business hasn’t really achieved its goals. But worse can happen….
Some of the collateral damage from cheap SEO may far outweigh any money that may have been (under) invested to begin with.
There are a ton of LinkedIn and Facebook groups for digital marketers. In some of these forums, you’ll observe extremely elementary questions from people posing as experts. Some of these questions may be so basic as: “I just scored a SEO client and he wants to rank for ‘keyword X’ so how do I do that?”
There are also a ton of online resources that provide free or low cost SEO tools for rookies that want to pose as SEO experts. In most cases, rookie marketers will rely on their personality and salesmanship to “score a client” and then figure out the SEO part after the sale. This is something to fear as the effects of black hat SEO may be permanent in some cases and in others, they may be very difficult to bounce back from. Things to watch out for include:
Utilization of link schemes such a private blog networks (PBNs)
Unnatural, purchased backlinks that may or may not be relevant to your industry
Keyword stuffing and hidden text on your web pages.
Zero requests for a content calendar and weekly recurring blog posts
The single most damaging thing a SEO rookie may lead you toward is a Google penalty. The effects of a penalty from Google can be absolutely devastating and you should expect a huge loss of organic search visibility, clicks to your website, and revenue. There are ways to bounce back from this, but it takes a lot of investment to do so.
DIY Stuff: Start Your SEO Budget By Collecting Some Basic Information
To truly understand where you need to go, it is important that you fully understand where you are today. There are a few ways to do this and the most simple is to ensure that your technology team has been instructed to check your website for some technical best practices. Once you have ensured that some foundational things have been fully accounted for, you also will want to glance at your competitors and see what things look like on their side of the fence. We have found that some of the most powerful SEO strategies start with a basic SWOT analysis.
Compare Your Website’s SEO Grade versus Your Competitor’s
Use comparative data to create your roadmap for success.
This is something that your in-house digital marketer should be doing already: Take 90 seconds and get your Competitive SEO Report Card score to see where you stand. When doing so, be sure to enter the domain of your single biggest competitor, and enter a super common, non-branded word that a customer would search for when looking for the product/services you sell.
Competitive SEO Report Card (scroll down to “Begin Your Free SEO Analysis”)
Ensure That These 3 Fundamental Elements are In Place
Does your site adequately address demands around Mobile Friendliness and Site Speed?
As a best practice, your marketing team should be demanding a routine weekly or monthly audit of your website’s mobile friendliness and site speed. Because a majority of web searches start with a mobile browser, Google wants to ensure a fantastic mobile experience in its search results. So know where you stand and ensure that your site is up to the mark by leveraging these two free tools.
Make certain that your site is defaulting to HTTPS when opening pages.
Google has adopted a strict position on information security. Whether or not a website leverages HTTP versus HTTPS is a Google ranking signal. This means that Google will view a domain that opens in HTTPS more favorably than one that opens in HTTP. To open your website securely you must have an active SSL certificate associated with your web host. To see whether or not your site has an active SSL certificate in place, simply open your website and see what the browser bar tells you. Do you see HTTP or HTTPS next to your web address?
By leveraging HTTPS, you are telling your visitors that you value their privacy and taking a step to help prevent third parties from eavesdropping on a conversation between your website and your web visitor. This is especially important for any web forms that may ask for personal, financial, or other information. If you choose not to have your website default to loading secured HTTPS sessions, Chrome and other browsers will go so far as to inform users that your site may be compromised and unsafe to access.
So before any actual SEO work begins, consult with your technology team and ensure that you have your bases covered as things pertain to Speed, Mobile Friendliness, and Site Security.
If you are starting from scratch and have never optimized your site for speed, security, and mobility, expect to pay anywhere from $300 to $3000 for the first effort.
Once you have covered those three essentials, you are almost ready to call in your SEO experts. Be sure to discuss maintenance of these items with your technology team and inquire about a monthly and annual budget for this routine work effort. Once you get past the first big optimization, your monthly maintenance budget should be fairly minuscule. If you have any questions about that, please feel free to contact us directly by clicking here: Ask Us About Speed, Security, or Mobile Friendliness.
Have a Clear Understanding of Your Business Goals
Now that we have accounted for the basic technological leg work that goes into creating a solid SEO foundation, we can start building. But just what exactly are we needing to build? To answer this question, start by writing down what your business goals and objectives are.
On paper, define what sort of ROI you expect and need from your SEO campaign. Is it leads, sales, retention?
Discuss your goals with other stakeholders and create a realistic, “rigidly flexible” SEO budget as a conversation starter.
Put On Your “Spy vs. Spy” Hat
In a nutshell, it is time to compare your website against your industry’s top ranking sites. This helps you understand what tactics your biggest competitors are employing. In many ways, it should be your goal to match, and then one up whatever it is they are doing. To put this as simply as possible, do the following:
Compare your blog versus their’s — how regularly do they publish new content?
Does their content add value?
What is the approximate word count of their average post?
Does your competitor seem to leverage press releases?
Are there any special sections on their site like FAQs or location specific landing pages?
Does their site have a landing page that is uniquely tailored to each product/service line?
Take note of your findings and be prepared to discuss all of this information with your internal stakeholders. Also, be ready to share this with your agency partner and know that the more candid you are, the more able your SEO expert will be to devise a competition crushing strategy.
Sum It All Up And Share Your New SEO Budget
By now, you know that you need to allocate some of your marketing budget to the following, tangible deliverables:
Site Speed Optimization performed by your web team
Mobile Friendliness update performed by your web team
SSL certificate performed by your web team
At a range of $300 to $3000 for this first overhaul, these are fairly inexpensive optimizations. Once you’re past the first optimization, you should make a plan to revisit these items at least once a month.
With the foundational tech needs accounted for, you also know that you need to allocate part of your monthly SEO budget toward:
On-page optimization performed by your digital marketing team
Off-page optimization performed by your digital marketing team
Expect to pay your in-house team or agency partner anywhere from $1500 to $2500 per month for really good, US based SEO optimization. This should include the cost of monthly analytics and reporting, keyword targeting, strategy, and updates to your meta-titles, tags, and descriptions. Also, know that this alone is not enough to help you grow and dominate your market.
The next big variable, and often the most costly, is the key ingredient that actually helps you retain your favorable position and rank for new, relevant keywords:
Weekly, recurring SEO Content production performed by your digital marketing team
To determine what your content needs are, this is where you refer back to your marketing intelligence. If your competitor is posting a new blog every day at 500 words each, at a bare minimum you should be doing that as well. It is best to curate a writer that is a subject matter expert on your topic or at least familiar with your industry.
To help you do the math on this one, assume that your content will cost anywhere from $0.15 to $1.50 per word. The range is fairly expansive because some writers are much more valuable than others. There are a lot of people that will claim to be content writers but there is a huge difference in style, expertise, and process. Super cheap writing tends to be spun content and it is not suitable for 99% of business websites. If your subject matter requires unique expertise, it is possible to pay as much as $1 to $2 per word.
If it’s super specialized content that you’re after, well… yes, you guessed it: that price per word just keeps going up. Remember, you get what you pay for!
Know that the perfect SEO strategy may or may not conform to your early budget expectations but even a small SEO scope can prove to be valuable… so start with Local SEO and the basics of on-page SEO services! If in fact your site requires a lot more investment than anticipated, discuss what can be done to stretch every investment dollar and whether or not some tactics may be phased into your SEO campaign over time.
As a Leader, Educate Yourself and Make an Informed Decision
Combined with our own data, this information has been aggregated by surveying top SEO agencies and world renowned SEO authorities. If you’re looking to firmly control your market and aggressively grow your market share, a content driven, expertly crafted SEO strategy may be for you. As long as you understand that this is not about making a quick buck, with some patience and equal commitment to a full campaign, SEO can be one of your most reliable performers when it comes to lead generation.
Additionally, the best SEO tends to positively impact your other marketing channels so don’t take this budget decision lightly. For example, if you are running a Google Ads campaign, it will lower your cost per click by improving your Google relevancy score. This means that for the same PPC budget, you end up winning more clicks and impressions.
Also, effective SEO allows you to build a valuable content library that will establish your brand as a thought leader. This content helps your customers make purchase decisions and it gives your sales team a more valuable reason for reaching out to sales prospects. No one likes the “check-in” or “follow-up” email so lead with value and share a new blog with your prospect.
By now, hopefully you understand that search engine optimization is a process of improving the visibility and ranking of a website on search engines. Proper SEO can help a website attract more organic traffic, which can lead to increased sales and brand awareness. While there is no set cost for SEO services, most businesses should expect to budget between $500 and $5,000 per month for SEO. The actual SEO cost will depend on factors such as the size of the business, the competitiveness of the industry, and the desired results. Businesses that commit to a long-term SEO strategy and invest in the full suite of SEO services are more likely to see a return on their investment. For this reason, it is important to partner with an experienced SEO company that can develop a custom SEO plan for your business.
Expert Tips For 10 Signs It’s Time to Finally Hire a Social Media Manager
If you’re a small business owner, an entrepreneur, or a CEO of a start-up, you might have limitations for human resources and funds. As a result, one person may have to deal with a range of tasks in multiple departments while also implementing creative solutions to fit your budget. Regardless of the size of your business, a critical aspect of running a successful company is establishing a robust online presence. In this blog post, we’ll highlight 10 signs telling you it’s time to hire an expert to take over your social media marketing.
What is a Social Media Manager?
A social media manager manages an organization’s online presence by developing strategies, producing great content, analyzing user data, facilitating customer service, and managing projects and campaigns. They are dedicated to your business’s social media marketing and establishing an online presence that’s focused on the goals of your company. They will ensure you’re getting consistent, authentic exposure on your social media channels while driving traffic, leads, and conversion. If some of the reasons listed below apply to you, it’s time to consider hiring a social media manager.
10 Reasons Why You Should Hire a Social Media Manager You’re Busy
Running an organization isn’t easy! There are countless things that require your attention and it’s hard to dedicate time for anything new. The key to running a successful and sustainable business is task delegation. Having an expert devoted to a crucial part of your workload allows you both to do what you do best while sharing a common goal. By hiring a social media manager, you can shave off a few hours from your schedule each week without breaking the bank.
You Lack the Right Tools
The tools for an effective social media marketing campaign require more than just a smartphone with a camera and some rudimentary editing software. Simply posting content on your social media channel gives you the most basic level of online presence, but if you’re looking to increase your follower base and cultivate engagement and interaction, then you need to kick things up a notch. A great social media manager has tools like social media monitoring software to help you understand the success and performance of your content while surfacing ways to improve. They’ll offer metrics of success so you can keep things fresh and tweak your strategy to be as effective as possible.
Little To No Progress
All marketing campaigns are designed to achieve certain goals. Goals for a brand awareness campaign could be getting 30% more followers and increasing engagement by 5%. It’s the same for social media marketing. If you’re investing resources to creating impactful content, the goal would be to attract more followers and have them engage with your brand on your homepage. It’s pretty easy to see whether you’re hitting these goals and if you aren’t, it’s time to hire a social media manager.
No Updates in Real-Time
If you’re managing your social media campaign on your own, using a tool that lets you schedule posts a week or more in advance could save you time. However, this method isn’t as sustainable. A successful channel needs real-time posts and direct engagement with followers. Posting in real-time shows your followers that your brand is relatable, relevant, and open to communication.
Other Revenue Sources Are Being Neglected
Focusing on social media management on top of all of your other responsibilities takes away from effectively running your business. You could miss out on new sources of revenue and if you’re just starting out on social media, it can be challenging to tackle it on your own.
You Aren’t Sure Which Social Media Channel Works Best for You
Facebook, Twitter, Tik Tok, Instagram, and LinkedIn are indeed major platforms for social media marketing, but they’re not the only ones that matter. The list of emerging social media channels that can be useful for small businesses grows and changes with each year. If you’re just starting out, you can run the risk of spreading your resources too thin by targeting several channels. It’s more cost-effective to focus on a few key channels, but knowing which ones work best for your business can be difficult. If you lack the experience or time to assess social media channels and decide which would be the most relevant and impactful for your business, you should consider hiring a social media manager.
You’re Looking to Keep Up with Trends
As seen with Tik Tok’s immense success happening overnight, staying up to date with trends both content and platform-wise keeps your brand relevant to your target audience. If you lack the expertise or time to implement social media marketing strategies in real-time you could miss valuable opportunities.
You Aren’t Able to Commit to Consistency for Each Channel
How often you should post on social media depends on the channel. For Twitter, it’s recommended that you tweet about three times a day, while on Instagram, brands usually post once or twice a day. Frequency is something to keep in mind, but more than anything else, successful social media marketing requires consistency. If you post several times a day, then transition to a few times per week, you will start to lose followers and generate lower engagement per post. To achieve consistency, you must have a clear plan and allocate time to put it into action.
Communication is one of the main reasons why consumers love interacting with their favorite brands on social media. They’re able to chat, DM, or comment with brand ambassadors to ask questions or learn more about the company’s culture. If you’re busy managing other tasks and don’t have the time to reply to messages, you could be losing customers. You need someone who can be present and engaging to keep the conversation going.
You Want to Create a Community Around Your Brand
A robust community gives modern brands an edge that can’t be replicated. Anyone can repost content from a competitor, and guarantee expedited shipping, or drop-ship products, but true social media fandom is unique. Creating a community doesn’t happen by just posting on your social media channel, it’s about engagement, social awareness, and having an open dialogue with your customers. Building a community takes dedication and you need an expert to cultivate it.
Although a new investment can be daunting at first, hiring a dedicated professional to manage your social media marketing and create effective and engaging content will save you time and money, while growing your business exponentially in the long term. If you’re ready to reach global audiences, create lasting relationships with your customers, and develop a loyal fan base, start a conversation with the experts at Agency Partner Interactive today! API offers an array of affordable marketing services, and we’ll customize your social media marketing strategy to accelerate the growth of your business and deliver actual results.
Expert Tips For Why Your CRM System is Costing You Time and Money
A CRM system is a vital part of any small business. It helps you keep track of your customers and their interactions with your company. However, CRMs are complex tools and can be expensive to maintain. If you’re not sure exactly how much you’re spending on CRM maintenance and how cost-effective your system is, we’ll break down some of the fees associated with CRM software and how to choose a CRM system that works best for your company.
What is a CRM System?
CRM is short for customer relationship management. It’s a software system that helps business owners easily track all communications and build relationships with their leads and customers. CRMs replace a multitude of spreadsheets, databases, and apps that most businesses patch together to track customer data and they connect your sales leads with your customers all in one place. They also consolidate all communications (forms, calls, emails, text messages, and meetings). With so many benefits, you may be asking: why shouldn’t I implement a CRM system? The answer: you should, but there are several things to know to streamline your CRM implementation so that it’s doing the most work for you and that you’re not paying for extra features that go unused.
Common Faults of Your CRM system
Most CRMs are set up with reporting, contacts, accounts, opportunities, and leads all under one dashboard. This is too complex and makes it hard to efficiently view and track the information you and your employees need to know. Complexity also means more money. A simple CRM system is much more versatile, and versatility is one of the biggest assets a small team can have.
How Much Does a CRM Cost?
If you’ve ever asked, “how much is this CRM going to cost me?” you probably have never gotten a straightforward answer. This is because they almost never cost face value. The true cost of a CRM implementation is difficult to understand when the process begins. CRM system pricing varies depending on the features and complexity you need, and many CRM platforms charge per user. Enterprise CRMs can cost up to $160 per month. More affordable CRMs can cost $12 per month per user, while still having hidden implementation fees. Although there isn’t a set amount for the total implementation and maintenance of your CRM, we’ll outline some of the transparent fees you’ll be paying at the beginning to give you a more accurate estimate.
Subscription costs: the price you pay to have system access. There are a few types of CRM subscriptions, and you will have to decide between cloud CRM and on-premise CRM. Cloud CRM systems are replacing on-premise CRMs because they take less upfront investment and offer more subscription options. If you’re managing sensitive data or need total control over the system, on-premise CRMs might be a better option for you.
Service level costs: your service level cost is determined by 3 factors: plan level (service package you buy from the vendor), volume (number of records, contacts, or data points you can store for a specific price), and add-ons (premium features, integrations, or capabilities you can add).
Cost per user: CRM plans or service levels may only allow for a set number of users per month while other vendors will let you add individual users for a set amount more each month.
Implementation fees: once you’ve decided on your vendor and plan level, it’s time for your CRM roll-out! Vendors offer setup and implementation services and these range in costs depending on the scope of the implementation. This could include building customized dashboards, template creation, consulting services, data migration, contact import, and workflow export/import, to name a few. Doing all of this could cost you a lot of money. Vendors usually don’t tell you how much each of these services costs, making this stage a bit of a grey area. Some range from $1,200 to $5,000, while others come with no fees for services like implementation and migration.
Transparent time: discovery, selection, data preparation, implementation, and training. These time investments correspond to the five stages of the CRM implementation process.
What Do You Need Out of Your CRM System?
Take some time to evaluate exactly what you need your CRM system to do and which features would be most beneficial for your business. The five aspects of CRM discovery are:
List of feature requirements: make a list of what you need to have, what would be nice to have, and what you need each feature to do.
Business requirements: what are some of your problems? Which process feels unorganized and chaotic? Who needs to communicate and what information is being lost?
Non-functional requirements: how fast are you growing? What would a system outage mean for your current system? How sensitive is your customer data?
Functional requirements: what specific things do you need for your business process? What are the use cases? What does your sales and onboarding process look like? Think about these questions from the viewpoint of each team who will be using this tool.
System design: what will different teams need from different dashboards? What information will be shown on each dashboard? How will users interact with it?
The most important part of choosing a CRM system is to ask how much each feature, implementation step, monthly subscription, and cost per user is going to be. If you don’t ask these critical questions, vendors usually won’t tell you. Empower your decision by knowing as much as you can about how much you’ll be spending initially and each month so you can avoid incurring unnecessary costs as much as possible.
Where to Begin?
With so many things to consider, you may need an expert to guide you through what your business needs out of a CRM system and how it should be structured. To speak with a professional, contact Agency Partner Interactive and schedule a consultation today. Our team is dedicated to accelerating the growth of small businesses and we’ll help set you up for success and streamline and manage your CRM system processes so that you can get the most of out your investment.
Expert Tips For Is Facebook Marketing Still Relevant in 2022?
There’s no doubt that Facebook has been one of the most important marketing channels over the last decade. But with changes to the algorithm and increasing competition from other social media networks, is Facebook still as relevant in 2022 as it was in 2012? In this blog post, we’ll discuss whether Facebook is still a valuable marketing tool, its competitors with respect to marketing viability, and how these platforms can help you reach your target audience.
What Happened to Facebook?
In the era of its conception, Facebook was THE social media channel for advertising. With the acquisition of mainstream platforms like Instagram and WhatsApp, it was almost impossible to find someone who wasn’t a part of the Facebook ecosystem. Then came the onslaught of scandal after scandal, privacy leaks, and government intervention. This along with site updates that made it harder for businesses to connect with consumers created a massive shockwave of negative exposure for Facebook and continues to degrade the company’s reputation and popularity. Despite the negative publicity and uprising of contemporary competitors, Facebook remains in some ways a great marketing platform for businesses to reach a specific target audience. Below, we’ll outline some of the pros and cons of Facebook marketing so you can determine whether it’s worth your investment.
What Are the Pros of Facebook Business Marketing?
Demographic: Facebook is still wildly popular for users over the age of 30. There hasn’t been a significant decrease in users of this age group after the waves of bad publicity and Facebook still generates roughly 2.9 billion users daily. If your target audience is over the age of 30, Facebook ads for marketing are still extremely relevant.
Flexible and Cost-Effective: Facebook has a robust online advertising tool integrated into the platform itself. You can tailor your ads by demographic and interest more so than on other social media outlets. Facebook marketing also offers more freedom in terms of budget constraints. You can run an ad campaign with a low budget and still expect to see results from it. There is also more flexibility to adjust and redefine your ads to generate optimal returns by exposing them to the exact target audience that will most likely take action.
What Are the Cons of Facebook Business Marketing?
Demographic: If your target audience falls below the 30+ age group, Facebook marketing is no longer relevant for your ad campaigns. It wouldn’t be worth investing in Facebook business marketing since this user demographic has been significantly declining in recent years. Marketing on other platforms like YouTube, TikTok, and Twitch will give you more exposure and be the most relevant platform for marketing your business.
Exposure: In 2022, it’s extremely difficult for non-paid content to gain exposure. This is mostly because of algorithm restructuring and frequent platform updates. The result is that business marketing pages have an exceedingly hard time showing up on users’ feeds, even if they are following you and are actively engaging with your posts. This puts pressure on businesses looking to grow reach and engagement to use boosted posts. Boosted posts are paid tools to increase the likelihood that your posts are showing up on users’ feeds. Even if you’re regularly posting compelling content with high user engagement, you’ll have to spend money on the backend just so that they’ll reach your target audience.
There isn’t a straightforward answer to the question: is Facebook marketing still relevant in 2022? When developing your marketing strategy, it’s important to clearly define your target audience/demographic, know what type of content you want to create, and keep in mind your ad spend budget. This is the key to generating brand exposure and engaging with your audience in the most impactful and relevant way. For more information on how Facebook marketing or other forms of social media marketing would work best for your business, contact Agency Partner Interactive and schedule a consultation. Our expert social media marketing team will help you develop a powerful marketing strategy to expand your reach and engage with your target audience to help accelerate your business growth.
Expert Tips For 10 Tips for Amazon Ads Optimization: How to Get the Most Out of Your PPC Campaigns
If you’re running Amazon ads, it’s important to make sure you’re doing everything possible to optimize your PPC campaigns and get the most out of your ad spend. Today, we’ll outline 10 ad optimization techniques to organize and scale your Amazon ad campaigns to help you achieve real results. With these Amazon PPC tips, you’ll be able to improve your click-through rate, conversion rate, and overall ROI from your Amazon ads campaigns. Let’s get started!
Your PPC campaigns serve as a general outline for all of your ad activities. A campaign structure provides a set of traits following patterns like the product category, brand, and top sellers. However you decide to organize your campaigns, the most critical thing is to be consistent. If you create one campaign by product and another by brand, you could have the same products appearing in multiple campaigns, meaning that they might be in competition.
Identify Relevant Keywords
If you’re just starting out as a seller or launching a new product, it’s important to start your PPC journey with long-tail keywords. After you’ve mastered these keywords, you can go after the most-searched, generic keywords. If you target highly searched keywords from the beginning, you’ll run into tough competition from established sellers and will likely spend a lot of money without getting exposure for your brands, along with traffic and conversion. It’s recommended to run an Amazon automatic campaign and a manual campaign simultaneously with the same products. Allow the automatic campaign to run for a couple of weeks, then examine which search terms generate the most sales. Next, transfer these search terms into your manual campaigns. This is how to make the most out of Amazon’s capabilities while building up your own campaign to improve PPC optimization.
The larger your selection of products, the larger your number of keywords with different levels of specificity should be. For example, if you’re selling a variety of shoes, the keyword “shoe” is relevant for all of them. For some shoes, the keyword “women’s shoes” is relevant. For some women’s shoes the keyword “women’s sneakers” is relevant. If the keyword “women’s shoes” were to be placed in all ad groups for women’s sneakers, heels, or boots, you could easily lose track of which ads are shown for which keyword bids. The concept here is to have three different sets of ad campaigns with mids and budgets varying significantly across each of these sets. The bids and budget assigned to a keyword depend on the search rank of the listing in Amazon’s search results for that query.
Ad group 1: “women’s shoes” for general keywords of that product category (“shoes for women,” women’s shoes,” and top sellers.
Ad group 2: “women’s sneakers” for specific keywords “sneakers for women,” “women’s trainers,” “women’s tennis shoes,” and corresponding products.
Ad group 3: “women’s boots” for specific keywords, “women’s boots”, “hiking boots for women,” and corresponding products.
Group Variations Together
If you have multiple variations of the same product, grouping them together is a great way to create more brand awareness and visibility. Running an ad campaign for multiple different products may not be the most cost-effective and they might end up competing among themselves for ads. This is considered product cannibalization and you should avoid it at all costs when it comes to PPC campaign optimization. A technique to prevent this problem is to group individual variations into one single package, then sell it on Amazon under a unique Amazon Standard Identification Number (ASIN).
Amazon likes to be sure that the ads being shown are relevant to the consumer. This is why ads can only be shown for keywords that are also contained in product listings and text like title, description, search terms, etc. Check to make sure you’re not utilizing keywords that make no impression in the text of your product listing.
Get Rid of Unwanted Search Queries
Amazon ads don’t always show the exact search terms you’ve bid on as a seller. Search queries can depend on the keywords you’ve entered according to match type. There are two techniques that can prevent you from incurring unnecessary costs: set keyword match types and set negative keywords.
Track PPC Ad Spend Based on Performance
Usually, there are many different products in one ad group sharing the same keyword. As you run your campaigns, it will be clearer over time which products sell best within the given ad group. Your goal for Amazon PPC optimization should be targeting the max number of sales with that ad group by removing products with poor performance from that ad group. This will help you concentrate impressions and clicks on those products which effectively converts clicks into purchases. It also avoids spending more money on products with low conversion rates and optimizes your ad spend.
Define Target Ad Cost of Sales
Your Target Ad Cost of Sales (ACoS) is calculated as ad spend divided by ad sales. It should at least have a rough outline and can differ depending on the purpose of your campaign. If you’re chasing profit, then your target figure will be based on your profit margin. Target figures for ACoS are generally between 5% to 15%.
Track and Optimize Bids
The best target bid depends on the keyword. This is why every bid can be controlled separately for every keyword in manual campaigns. Know that a good amount of data is needed as a base for evaluating bids. A few general principles for bid optimization are:
If the ACoS for a keyword is above the target value, you should lower the bid to test whether ad spend and sales can be brought to a cost-effective ratio
If the ACoS is below the target value, test the ad’s reach and sales can be expanded by raising the bid price.
If keywords aren’t generating any sales or impressions, test whether a higher bid price can make revitalize them. Higher bids can result in higher placement, leading to more clicks and impressions.
Bid on New Keywords at Higher Prices
If you’re adding a new keyword, you should set a higher initial bid price, usually at least 0.75$ depending on the category. In order to get a new keyword started and have it generate some clicks and impressions, a higher bid price must be attributed to it. As soon as some click history builds up, the bid price of this keyword can often be lowered to successfully find an optimal price for the bid.
If you’re ready to revamp your Amazon ads optimization strategy, let Agency Partner Interactive do the heavy lifting. API is growth-focused, helping over 500 businesses dominate their markets and achieve real results they can count on. Our expert team specializes in PPC campaign optimization and we’ll make sure you’re getting the most out of your ad spend. Ready to get started? Contact us today!
For over ten years, Agency Partner Interactive has been at the forefront of leveraging technology to drive revenue for businesses. We give ourselves the goal of changing all our clients for the better.
But we need to prove that, which is why we created our Clutch profile to begin gathering reviews from our clients and partners. After two years of letting the results come in organically, we are happy to say that we are getting an overall positive reception from our clients and partners.
We have so far collected thirty-nine reviews. Our average score through all of them has been five stars. This is an excerpt from the latest one that was published recently.
We appreciate these reviews and the effects they’re causing for two important reasons. First, they inform the market of the services we offer and the quality they can expect if they choose us as their project partner. Second, they inform our team of our strengths and the areas that require adjustments to further improve our processes.
These kinds of reviews and feedback operate as good barometers for the quality and temperament of any vendor. They come from unbiased sources that have direct experience with how the service provider operates. But that’s not all they have to offer.
This website has areas that showcase leading firms from every industry on their directory based on the scores they get from reviews. It acts much like a top scoreboard except for companies, and the criteria is customer service.
We are happy to say that Agency Partner Interactive is in the top five best digital marketing agencies in Fort Worth according to that list. It quickly communicates that not only are we providing the best services in our field. But that we are causing real positive change to our clients.
We endeavor to spread awareness on the viability of this business strategy because the benefits are too substantial to ignore. Explore our website to learn more about the services we offer and what we can do to improve your operations. Contact us today and get an expert opinion on how we can grow together.
Even though former President Donald Trump is swearing off a return to Twitter, social media gurus aren’t so sure he’ll stick to that promise – if his account is reinstated.
The chances Trump’s account will be reinstated – enabling him to instantly communicate with his 89 million followers – grew significantly after entrepreneur and self-proclaimed “free speech absolutist” Elon Musk purchased the social media platform for $44 billion on Monday.
The world’s richest man vowed to make the platform “better than ever” with new features bolstering free speech.
But just how much of a free-speech champion the outspoken Tesla and SpaceX boss really is could be put to the test when it comes to deciding what to do about Trump’s account.
Trump was permanently banned due to a so-called “risk of further incitement of violence” following the Jan. 6 breach of the Capitol.
While Musk hasn’t specifically addressed plans to continue the ban or overturn it once he takes the reins of the company, he has publicly commented on his feelings toward permanent bans in general.
During a recent TED interview, he said he would be “very reluctant” to delete posts or permanently ban users who violate the company’s rules.
Big tech experts so far are betting on Musk reinstating Trump’s account. And while Trump has said he is sticking with his own platform, Truth Social, politicians have been known to change their positions.
Andrew Selepak, a social media professor at the University of Florida, said that if Trump is allowed back on Twitter, he has “absolutely no doubts” that he will eventually return to his prolific tweeting.
“There is a very good chance that Trump will be allowed back on,” he said. “And if he is allowed back on, he 100% will do so.”
Considering Trump boasted 89 million followers on Twitter and has just 1.6 million so far on the relatively new Truth Social, experts don’t see him abandoning such a large audience, especially if he plans to make another run for the White House.
Selepak said Trump’s political aspirations could dictate what moves both Trump and Musk make when it comes to Twitter.
If Trump decides to run for another term in 2024, Selepak said Musk won’t want to “limit the voice” or get into “any type of battle” with a person who could ultimately be able to sign executive orders or champion legislation that could hurt his other companies like Tesla or SpaceX.
Selepak points out that Musk’s companies have enjoyed tax breaks, incentives, and government contracts and he won’t want to risk any existing relationships his other ventures enjoy with the government.
“If Trump does run, Musk could make the decision to allow him to be back on to not create an enemy with someone who could be in the White House,” he said.
Because Twitter has a longstanding policy about providing world leaders with a presence on the platform, Selepak said Musk could use that argument to easily reinstate Trump.
“Musk could make a much stronger argument to users and everyone else, if Trump decides to run, to give him access back to Twitter than giving it unilaterally before then,” he said.
Ultimately, he believes that Musk’s decision on Trump’s account will come down to what is going to benefit the entrepreneur.
While Selepak doesn’t believe Trump will be able to stay off Twitter if allowed to return, he said there is still a chance he keeps his word.
Because Musk will have the ability to call the shots on what is and isn’t allowed on the site, Selepak said Trump may decide he does not want to be “beholden to Musk.”
Dallas-based marketing expert, Agency Partner’s CMO, Adam Rizzieri agrees that Musk will likely extend the invitation to Trump to return to the platform, calling it a “good business decision for Twitter.”
But he doesn’t necessarily think Trump should accept — if he is serious about getting Truth Social up and running.
He likened a Trump Twitter return to the CEO of Coca-Cola being caught drinking Pepsi in public because the two platforms are “extremely similar in form and function” and are competing for the users.
Stocks tied to Truth Social fell nearly 13% after Musk’s Twitter takeover was announced Monday. On Tuesday, Trump issued a statement highlighting Truth Social as No. 1 among the “Top Free Apps” in the Apple App Store.
Rizzieri said Trump could use a reactivated Twitter account to promote his own venture. But he cautioned that Trump would have to walk a “very fine line” to do so successfully.
“He has to ensure that exclusive, value-added insights are added to Truth Social alone, and Twitter must be nothing more than a teaser for whatever content he is sharing to a Truth Social audience,” he said. “Anything less and he could undermine the growth of his own social platform.”
Rizzieri points out that Truth Social users have doubted Trump’s commitment to the platform because he has only posted once since creating his profile in February. He also noted that Donald Trump Jr. “posts multiple times per waking hour on Twitter,” while he places only two to four posts per day on Truth Social.
Rather than use Truth Social to promote his appearances and news, Rizzieri said Trump’s updates only seem to reach users via proxy updates from his son’s Twitter account or after broadcasts of weekend rallies on TV outlets.
Trump told Fox News Monday that he plans to formally join his own network within the next week.
Still, Rizzieri said Trump’s absence from the platform since its debut has prompted many to question whether they will receive the “direct, real-time access” they had to the former president when he was on Twitter.
Now that Musk and Trump are competing to promote free speech, he said Truth Social’s team will be forced to “dig deep and more rapidly define a unique value proposition that no one else offers.”
“Today, they are a light version of Twitter but without the annoying and unfair politically biased censorship,” Rizzieri said. “It’s a great start. But with a guy like Elon Musk vowing to make Twitter ‘great again,’ Truth Social has to be more innovative.”
As Musk promises to turn Twitter into a “de facto town square,” Selepak said conservatives, who felt their voices were silenced on the platform, will likely return.
He expects that, even before any major changes are announced or implemented, just the news of Musk being at the helm will prompt many users who backed away from Twitter to “change their mind and come back to start using it again.”
A group of House Republicans immediately rejoiced at the news Musk would be taking over, calling on the new social media mogul to “free” Trump.
“Hey, @elonmusk it’s a great week to free @realDonaldTrump,” tweeted the House Republican Conference, which represents 209 lawmakers.
If enough “big voices on the right” return, he said the presence of their posts will increase without Musk even having to institute changes to the site’s algorithm, which dictates how users see certain posts on their timelines.
Musk has proposed making changes to the platform’s algorithm in order to increase trust.
“Free speech is the bedrock of a functioning democracy, and Twitter is the digital town square where matters vital to the future of humanity are debated,” he said.
Whether Musk will be able to eliminate “wokeness” from the platform, however, is what Rizzieri called the “$44 billion question.”
“Like President Trump, Elon Musk views wokeness as a virus that has infected Big Tech, the mainstream media, and Netflix,” he said. “The common denominator here is an unelected, ruling class of elitists that all march to the beat of their own drum.”
He said Musk knows that Twitter’s “woke algorithm ignores the mainstream user, giving preference to an out-of-touch class of blue check elites,” referencing the journalists, celebrities, and politicians who are “verified” on the platform.
In order to protect “American exceptionalism,” by “effectively standing up to wokeness,” Rizzieri said Musk knows he has to “allow for good ideas to circulate without unfair censorship.”
He believes that, on Musk’s Twitter, “both good and bad ideas will circulate freely – and the best ones will survive.”
Elon Musk, one of the world’s richest men, has struck a deal to buy the platform Twitter at $54.20 a share which was accepted Monday. Making the sale worth about $44 billion.
“Free speech is the bedrock of a functioning democracy, and Twitter is the digital town square where matters vital to the future of humanity are debated,” Musk stated during his announcement.
During initial negotiations, our co-founder and CMO Adam Rizzieri was asked by Melanie Torre from CBS Austin on his thoughts on the accusation and what the board of directors at Twitter might think of the deal.
Adam believes Musk can bring value to Twitter, especially in terms of growth. He points out, that Twitter reported a $221 million loss for 2021—much of that related to a shareholder-waged lawsuit for misleading investors about user growth.
“I think a guy like him can compel more Americans to go to the platform. I think he can compel more people around the world, in general, to get on the platform,” Adam said.
Expert Tips For Top Tools to Help You Dominate Digital Marketing
If you’re looking to dominate digital marketing, you need the right tools. With so many different platforms and channels to consider, it can be difficult to know where to start. That’s where we come in! In this blog post, we will share 21 of our favorite tools for digital marketing. Whether you’re looking for a tool to help with SEO, social media, or paid advertising, we’ve got you covered. So what are you waiting for? Check out our list and get started today!
What is Digital Marketing?
Digital marketing is the process of using technology to promote your products or services. This can be done through a variety of channels, including search engines, social media, email, and paid advertising. With so many different options available, it’s important to choose the right channels for your business.
What are the Best SEO Tools
Now that you know what digital marketing is and why it’s important. Let’s talk about the best SEO tools that you can use!
SEMRush is a powerful tool that can help you with keyword research, website audits, and more. SEMRush can help you find what your competitors are doing, including advertising! Take a look at your backlinks and find new ways to get to your target audience.
AHREFS is great for competitor analysis and link building. View your current SERP (Search Engine Results Page) and find new opportunities to improve your website ranking.
Moz is a well-known tool that offers a variety of features to help with digital marketing. Use Moz to track your keywords, create custom reports, and more.
SpyFu is another great tool for competitor analysis. See what keywords your competitors are targeting and find new opportunities to improve your website ranking.
Google Analytics is a free tool that can help you track your website traffic. This is important because it allows you to see what’s working and what’s not.
What are the Best Email Marketing Tools?
Email marketing is a great way to stay in touch with your customers and promote your products or services. But what are the best email marketing tools?
MailChimp is a popular tool that allows you to create beautiful email newsletters. You can also use MailChimp to automate your emails, making it easier to get the right message out at the right time.
Active Campaign is a powerful email marketing tool that can help you automate your email marketing. You can also use Active Campaign to create custom reports, segment your list, and more.
CampaignMonitor is an email marketing tool that’s great for bloggers and online businesses. CampaignMonitor makes it easy to create beautiful emails without knowing how to code.
What are the Best Social Media Tools?
Social media is a great way to connect with your customers and promote your products or services. But what are the best social media tools?
Hootsuite is a popular tool that allows you to manage all of your social media in one place. You can also use Hootsuite to schedule your posts, track who’s engaging, and monitor what people are saying about your business – even if they don’t tag you!
Buffer is another great tool for managing your social media. With Buffer, you can schedule your posts, track your analytics, and more.
Sprout Social is a powerful tool that allows you to manage all of your social media in one place. You can also use Sprout to create custom reports, monitor what people are saying, and more.
What are the Best Advertising Tools?
Advertising is a great way to reach your target audience and promote your products or services. But what are the best advertising tools?
Google Ads is a popular tool that allows you to create and manage your Google Ad campaigns. You can also use Google Ads to track your campaign performance.
StackAdapt is a great tool if you’re looking to get into programmatic advertising. Unlike other DSPs, StackAdapt has a low starting cost and offers great audience segments.
Bing Ads is another great tool for creating and managing your online advertising. You can also use Bing Ads to track your campaign performance and find new opportunities to reach your target audience.
What are the Best Analytics Tools?
Analytics are important because they allow you to see what’s working and what’s not. But what are the best analytics tools to use?
Google Analytics is a free tool that can help you track your website traffic. This is important because it allows you to see what’s working and what’s not.
KISSmetrics is a powerful tool that allows you to track your website visitors. You can also use KISSmetrics to create custom reports, segment your list, and more.
Mixpanel is another great tool for tracking your website traffic. You can also use Mixpanel to create custom reports, segment your list, and more.
As we move further into the 21st century, the world of digital marketing is only going to become more and more important. If you want to stay ahead of the curve, it’s important to stay up-to-date on the latest digital skills. In this blog post, we will take a look at some of the most in-demand digital skills for 2022. Whether you’re a business owner or an employee, these skills will help you thrive in the years to come!
What are digital skills?
Digital skills are the abilities and knowledge needed to succeed in the digital world. This includes everything from social media marketing to web design to data analysis. As the world becomes more and more digital, these skills are becoming more and more important.
As business owners and employees, it’s important that we keep our digital skills up-to-date. So we stay ahead of the curve in competitive markets.
Why are digital skills important?
Digital skills are important because they can help you succeed in any number of industries. Whether you’re looking to start your own business or get ahead in your current career, digital skills will give you the tools you need to succeed.
Are All Digital Skills Coding?
No! You don’t need to be able to code to have digital skills. While coding is a valuable skill in the digital world, it’s only one aspect of many. There are plenty of other digital skills that don’t involve codings, such as social media marketing, web design, and data analysis.
What are the most in-demand digital skills for 2022?
In 2022 the digital realm has expanded beyond what we could have ever imagined. With technology changing and advancing at breakneck speeds, it can be hard to keep up with the latest trends. Luckily, we’ve compiled a list of the most in-demand digital skills for 2022 so you can stay ahead of the curve.
Digital Marketing Skills
Digital marketing is the process of using digital channels to promote or market products and services. This can include everything from social media marketing to email marketing to search engine optimization (SEO). As the world becomes more and more digitized, businesses are realizing the importance of a strong digital marketing strategy.
Social Media Marketing
Social media marketing is one of the most in-demand skills of 2022. As the world becomes more and more connected, businesses are looking for ways to reach their target audiences through social media. If you’re interested in a career in digital marketing, social media marketing is a great place to start.
Email marketing continues to be strong in the world of digital marketing. In 2022, businesses will be looking for ways to connect with their customers and clients through email. If you’re interested in a career in digital marketing, email marketing is a great place to start.
Search Engine Optimization (SEO)
SEO is the process of optimizing a website for Google search. In other words, it’s the process of making a website more visible in Google search results. In 2022, businesses will be looking for ways to improve their SEO in order to reach more customers and clients. If you’re interested in a career in digital marketing, SEO is a great place to start.
Pay Per Click Advertising (PPC)
PPC is a type of digital marketing where businesses pay to have their ads displayed in Google search results. In 2022, businesses will be looking for ways to improve their PPC campaigns in order to reach more customers and clients. If you’re interested in a career in digital marketing, PPC is a great place to start.
Another in-demand skill for 2022 is web design. As businesses move more of their operations online, they need websites that are user-friendly and visually appealing. If you have a knack for design, web design is a great career to consider.
Data analysis is another skill set that will be in high demand in 2022. As businesses collect more and more data, they need people who can help them make sense of it all. If you’re detail-oriented and good with numbers, data analysis could be the perfect career for you.
Software and Technical Skills
While some software skills may seem basic, they will become increasingly important in the next few years.
WordPress is a content management system that helps you create and manage a website. While it’s not as popular as it once was, WordPress is still a valuable skill to have. Many websites are built on the WordPress platform, and even having a basic understanding of how it works is very valuable.
Microsoft Office has been a staple of the business industries for decades now. With no sign of going away anytime soon, Microsoft Office is a great digital skill to have in your playbook.
Google Suite, or GSuite, is an important part of daily business for many companies. Being able to work within digital workspaces and docs, as Google offers, is an important digital skill.
Adobe has built some of the most powerful image and video editing software that exists. Being able to work and utilize their software, including Photoshop, Illustrator, Premiere, etc, is a great way to step up your digital skills!
As businesses take on more projects, they’ll need people who can help manage them. If you’re good at keeping track of deadlines and details, project management is a great digital skill to have.
As businesses automate more of their marketing processes, they’ll need people who know how to use the software. Marketing automation is a complex but important digital skill that will be in high demand in 2022.
These are just a few of the most in-demand digital skills for 2022. If you’re looking to get ahead in your career, start by learning one or more of these skills. With the right skill set, you’ll be well on your way to success! If you’re interested in learning more digital skills, keep an eye on our blog! And if you want help to start your own digital projects using digital experts, contact us today!
In declining a seat on Twitter’s board of directors, experts say billionaire entrepreneur Elon Musk is likely positioning himself to take an even bigger role in the social media platform.
Just 24 hours after he invested more than $3 billion to secure a 9.2% stake in the company – instantly making him the company’s largest shareholder – it was announced last week that Musk would serve on the company’s board of directors.
But in a shocking reversal, Twitter CEO Parag Agrawal said Musk had changed his mind – prompting many to question just what Musk’s plans for the company might be if he isn’t using his influence as a board member.
Because he isn’t serving on the board, Virginia-based marketing expert Eric Alonzi said, Musk is in a “good position to enact a hostile takeover” of the company.
“He does such radical things he very well could take over Twitter and have a unique communication channel in his portfolio of entrepreneurship,” Alonzi said. “He might try to create a platform with true free speech.”
Musk’s decision to abandon the plan to join the board could have to do with a financial stipulation that would have limited Musk to owning no more than a 14.9% stake in the company. It could also have to do with something he has been long advocating for on the platform: free speech.
Dallas-based marketing expert Adam Rizzieri of Agency Partner said Twitter’s leadership team “believed it could tame Musk’s involvement by inviting him to the board with the caveat that he could not own anything more than 14.9% of the company.”
“But there was more to it,” he said. “That invitation also included conditions that could have forced Elon to be less outspoken, less free in his speech.”
In ditching the board seat, the Tesla and SpaceX CEO is free to increase his financial stake above that limit or possibly even become the leader of another company.
Rizzieri points out that Musk owns four times more shares of Twitter than founder Jack Dorsey and has the liquid capital to “do as he pleases,” considering his billionaire status.
“Out of desire he could choose to buy the entire company, even going so far as to remove it from public trading and take it private,” he said. “This would free up the company from regulatory burdens and allow some truly significant changes to take place.”
While Rizzieri believes Musk is more focused on his other business ventures, he said he wouldn’t rule out the possibility.
Andrew Selepak, a social media professor at the University of Florida, agrees that Musk’s decision to turn down a seat on the board of directors is a savvy move that will allow him the freedom to both increase his stake and protect his own presence on the platform.
Selepak said that the more of a financial interest Musk owns in Twitter, the harder it will become for the company to censor the self-professed free speech advocate – who’s now not only the company’s largest shareholder but even, potentially, an outright owner.
While a board seat would have certainly afforded Musk a powerful voice, Selepak said he would have been only “one of many voices.”
“By not taking a seat on the board, he can purchase more of the company and become an even louder voice,” he said. “This gives him the ability to say whatever he wants and not be worried about having his content taken down, or suspended, or de-platformed.”
Most of these “top” accounts tweet rarely and post very little content.
According to a new document filed with the Securities and Exchange Commission Monday, in addition to his new financial options, Musk is also able to express his opinions about Twitter freely and is allowed to “change his plans at any time, as he deems appropriate.”
If he became a director, Musk likely would have to adhere to the board’s corporate governance, which would have required him to act in the best interests of the company and its shareholders.
Rizzieri said Musk, who “calls it as he sees it, often via a tweet,” didn’t want to bend to the requests of the board.
Musk also has a history of flouting corporate governance. In 2018, he faced securities fraud charges after inaccurately tweeting that he had secured funding to take Tesla private. He agreed to pay a $20 million fine and step aside as the car manufacturer’s chairman for three years.
Shortly before Musk’s ownership in Twitter became public, he publicly criticized the platform’s commitment to free speech and even pondered creating his own rival platform, tweeting the musings to his 81 million followers.
Given that Twitter serves as the de facto public town square, failing to adhere to free speech principles fundamentally undermines democracy.
Last month, he created a poll asking his followers whether they believed Twitter adheres to the principle of free speech. An overwhelming majority – 70% of the more than 2 million Twitter voters who chimed in – selected “no.”
Over the past week, he posted a series of tweets making suggestions for the company, taking jabs at the platform, and even tossing out a few jokes.
He suggested the company he just sunk millions into was “dying,” considering that celebrities with massive followings, such as Taylor Swift and Justin Bieber, rarely tweet.
In another snarky post, he suggested deleting the “w” in Twitter in a poll, which garnered support from 57% of his followers.
He then got into a conversation with former Amazon CEO Jeff Bezos after he asked users whether Twitter’s San Francisco headquarters should be converted into a homeless shelter “since no one shows up anyway.”
In a way, Selepak said, Musk was sending Twitter’s employees a message that there is a “new sheriff in town,” which he called a “pretty strong move for someone who just purchased into the company.”
While he also deleted some of his posts, it is unclear what role – if any – they may have played in his decision to walk away from the board seat.
Agrawal announced Musk’s change of heart in a lengthy statement he shared on his Twitter page. He said he and the board were excited to work with Musk and, even though he isn’t taking his seat on the board, they will “remain open to his input.”
Alonzi said he wouldn’t be surprised if Musk is just trolling everyone with a “charade,” pointing out he has leveraged tweets about crypto positions that “made him richer” before he ultimately reversed course.
But even without a clearly defined role, Rizzieri said Musk is already shaking things up.
He said just the “idea” of Musk’s involvement in Twitter “sent a positive shock to the market, boosting Twitter’s value.”
“The market knows that Twitter, as is, needs change,” he said.
Rizzieri said the fact that some of Twitter’s internal team has responded negatively to Musk’s presence in the company shows that those working for the platform are “happy with their woke status quo.”
“Contrary to boosts in value, an opposite reaction was detected within the emotionally fragile ranks of Twitter’s employee base,” he said.
He pointed out that some employees flagged Musk’s tweets as “in violation of their HR policies” and asked if Musk would have to adhere to the rules.
Several current and former employees told The New York Times they were concerned about Musk’s tweets criticizing the company considering he has no knowledge of the internal operations. While many were relieved that he wouldn’t be taking a board seat, they told the newspaper they are fearful of what he could do next.
“Even without him on the board and without implementing any actual changes to the platform, Musk’s current involvement in the company has put it on the defensive and already prompted the resignation of many of Twitter’s more politically extreme employees,” Rizzieri said. “Already, that’s a positive return on investment for Twitter, its shareholders, and its users.”
It took billionaire entrepreneur Elon Musk fewer than 24 hours to muscle his way onto Twitter’s board of directors after securing a 9.2% stake in the social media platform Monday morning, instantly making him the company’s largest shareholder – and one not content to remain a “passive” investor.
The Tesla and SpaceX CEO’s nearly $3 billion surprise investment came just weeks after he began increasingly criticizing the platform over a dubious commitment to free speech, at one point even mulling the creation of his own rival platform in posts that went out to his 80 million Twitter followers.
Before his role on the board was announced Tuesday, Musk was already flexing his fresh influence, asking Twitter users in a poll if they wanted to see the platform add an edit button – a function long desired by users but that the site has never implemented.
After his board term, which is set to run through 2024, was made public Tuesday, Musk hinted that he would be swiftly pushing for changes.
Looking forward to working with Parag & Twitter board to make significant improvements to Twitter in coming months!
“Looking forward to working with Parag & Twitter board to make significant improvements to Twitter in coming months!” Musk said in a tweet, referring to Twitter CEO Parag Agrawal.
But while social media experts never would have expected Musk to take a backseat role in the operations of a social media platform for which he’s now the largest shareholder, they question just how much of an impact he will actually be able to make considering he’s still not in the driver’s seat of the organization.
His board seat certainly affords him a degree of influence, but Big Tech experts don’t expect Musk to parlay that into becoming the new CEO of Twitter anytime soon – mostly due to Musk’s preoccupations and interests in his other ventures, which include Tesla, SpaceX, and The Boring Company.
Tech and media expert Victoria Mendoza, who serves as CEO of MediaPeanut, an online digital media community, said Musk’s investment in Twitter shows he’s, at the very least, banking on an “if you can’t beat ’em, join ’em” strategy in order to have a “voice” in the company.
Mendoza also doesn’t see Musk taking over as the face of the platform, but she thinks he “definitely wants to be part of the decision-making process,” pointing out he’s unlikely to have “spent that much cash without wanting something out of it.”
She said Musk’s involvement “could provide a huge headache” for Agrawal if he puts pressure on the company to make changes to its controversial policies on free speech.
Publicly, Agrawal welcomed Musk to the board tweeting: “Through conversations with Elon in recent weeks, it became clear to us that he would bring great value to our Board.”
“He’s both a passionate believer and intense critic of the service which is exactly what we need on Twitter, and in the boardroom, to make us stronger in the long-term,” he added.
But experts question how cordial the relationship will remain.
Dallas-based marketing and big tech expert Adam Rizzieri noted that Musk’s decision to get involved in Twitter came after founder Jack Dorsey stepped down from the role of CEO and Agrawal took over.
He said that the move from Dorsey to Agrawal signaled “more of the same” was ahead when it comes to “censorship, unimpressive business growth, and more virtue signaling from a notably progressive, often hypocritical leadership team.”
Twitter has faced criticism from Musk and conservatives who feel the platform unfairly censors its content and users.
Last month, Twitter suspended the account of The Babylon Bee, a satirical site, for jokingly naming Rachel Levine, the transgender assistant secretary for health, “Man of the Year.”
The Babylon Bee’s CEO, Seth Dillon, tweeted that Musk contacted him about the suspension and even “mused on that call that he might need to buy Twitter.”
Rizzieri said Musk’s decision to invest in Twitter is his attempt to respond to a “societal pain.”
“This is typical of great entrepreneurs,” he said. “They start with a big problem and then reverse engineer the solution. Society’s problem is that mainstream social media companies unfairly censor free speech, and he believes he can solve that.”
Society’s problem is that mainstream social media companies unfairly censor free speech…
Musk’s move on Twitter was well received by conservatives, many of whom saw the investment as the key to stopping the censorship of right-leaning opinions – and potentially even reinstating former President Donald Trump to the platform. Trump was booted off Twitter following the breach of the Capitol on Jan. 6, 2021, due to what the platform called a “risk of further incitement of violence.”
“Now that @ElonMusk is Twitter’s largest shareholder, it’s time to lift the political censorship,” tweeted Rep. Lauren Boebert, R-Colo. “Oh… and BRING BACK TRUMP!”
But Twitter on Tuesday made it clear that it still has no plans to reinstate Trump’s account.
“Twitter is committed to impartiality in the development and enforcement of its policies and rules,” the company told the DailyMail. “Our policy decisions are not determined by the Board or shareholders, and we have no plans to reverse any policy decisions.
“As always our Board plays an important advisory and feedback role across the entirety of our service. Our day to day operations and decisions are made by Twitter management and employees.”
Whether or not Musk is ultimately able to end Trump’s Twitter exile, Rep. Jim Banks, R-Ind., tweeted that if Musk could “clean up Twitter and stop online censorship” he would be all for him “taking over the whole damn thing.”
And if Musk’s tweets are any indication of his plans, free speech policies appear to be a priority.
He publicly questioned Twitter’s free speech practices in several tweets on March 26. Musk even tweeted a poll on his Twitter account questioning whether Twitter unfairly censors speech.
“Free speech is essential to a functioning democracy,” he wrote. “Do you believe Twitter rigorously adheres to this principle?”
Free speech is essential to a functioning democracy.
Do you believe Twitter rigorously adheres to this principle?
An overwhelming majority, 70%, of the more than 2 million Twitter voters who chimed in, selected “no.”
Rizzieri believes that Musk’s financial interest in the company has to do with his belief that “free speech is essential” and “still cool.”
“Preserving free speech through social media is a means to an end for him,” Rizzieri said of Musk. “He needs innovation, collaboration, and communication to thrive and promote a marketplace of good ideas. Musk knows that social media plays a big role in facilitating conversations and, with this investment, he’ll promote freedom of speech because he’s passionate about it.”
While Musk’s vision for Twitter involves creating a “public sphere where you have free and open discussion,” Andrew Selepak, a social media professor at the University of Florida, said that achieving that aim is much “easier said than done.”
“A free speech zone, no matter what, is still going to have limitations,” he said.
He points out that Dorsey had been a “huge proponent” of free speech from the platform’s inception, but his initial goals “didn’t happen because there’s a utopian view of what things can be and then there’s the reality.”
He said Musk will ultimately face the same realities that Dorsey encountered when he set out to create a platform that championed free speech, including the competing viewpoints of employees, other shareholders, and users.
And even with a board seat and huge financial stake, Selepak said Musk won’t necessarily be able to unilaterally decide to do things such as reinstating Trump’s account.
“I don’t think people realize that Musk having less than 10 percent of the stock is not going to be this earth-shattering change to the platform,” Selepak said. “Even if he is able to make changes, those changes are going to be limited by the engineers and moderators and everyone who works at the company who are still the same people.”
While Musk’s ability to influence Twitter’s internal operations remains up for debate, Selepak said Musk’s involvement has already had one major impact – it put Twitter “back in the news.”
After Trump was suspended from the platform, he said Twitter has been stagnant and was being overshadowed in the news by stories such as the debut of Trump’s Truth Social, the growth of TikTok, and the decline of Facebook.
“Twitter has not been the social media platform people have talked about,” he said. “People are using it, but not talking about it.”
Now that Musk is involved, he said “it’s going to be a news story and people are going to be talking about Twitter.”
Google Ads remarketing can be a great way to keep your business in front of potential customers, but using the right strategies is key. In this blog post, we’ll share some of Agency Partner’s favorite simple tips for getting the most out of your Google Ads remarketing campaign. Whether you’re just starting out or looking to optimize your current strategy, we’ve got you covered!
Apply A/B Testing
We love a good A/B test for how much you can learn from such a simple process. Find out what works best for your company, your industry, and your audience by optimizing with all the data an A/B test can gather for you.
Try Dynamic Remarketing
While standard remarketing puts your ads in front of internet users who have already recently visited your site, dynamic remarketing makes it possible for those ads to be automatically tailored even more to what your previous visitors are most likely to respond best to. This can be anything from customizing layouts to optimizing timing.
Expand Your Targeted Segments
Maybe your ‘customer needs’ focus is too narrow. Expand the range of who your ads are reaching by targeting new user segments with different ads. Consider the users of your mobile app, too, and what their needs are versus those who access your site on a desktop. Never underestimate the impact on conversion of user experience.
Change Up Your Max Bids for CPC
If you prefer the control with setting manual bids instead of relying on automatic bids, take another look at what you’ve set as your maximum amount per CPC or cost per click. It may be worth upping the budget so that you increase your chances of having your ad top the high search volume pages.
Leverage Cart Abandonment Opportunities
Cart abandonment has gotten a lot of attention from marketing departments lately, and for good reason. A visitor who already went so far as to click or press ‘Add to Cart’ shows much higher purchase intent than a visitor who just took a lingering glance at a product page.
Savvy remarketing to these easy converts may mean offering a small discount to help get them through the finish line of making the purchase. They’re certainly a segment worth a higher CPC bid in our opinion.
Make the Most of Remarketing Time Limits
Capitalize on the modern short attention span and set your automations to reach out to your remarketing targets quickly before they lose interest or completely forget about why they initially were interested in your product or service. If you have multiple remarketing ads running, you can customize different durations for each of them!
Note: It’s recommended to start with a duration of 30 days, meaning your ad reaches visitors who didn’t take further action on your site in the previous 30 calendar days. Adjust from there to find the best time limits for your particular audience’s response.
Set Up Responsive Ads
Similar to dynamic remarketing, this option helps automatically adjust your ads to the best dimensions for whatever space it appears in. It’s a big time-saver for sure!
Reassess Your Frequency Cap
What’s one of the worst things you can do as a marketer? Annoy your audience to the point it creates a negative brand perception. When making these settings and planning your remarketing campaigns, think about your real motivation with them – you’re not bombarding visitors with your brand or client’s existence; you’re just gently reminding a visitor of that item they may want to revisit.
Keep this in mind, especially when figuring out how often an ad is shown to a user, and it may have to be trial and error as there is no set universal number. How much is too much for your specific audience?
Avoid Negative Brand Associations
Maybe there are particular brands or publications you don’t want your own brand to associate with and advertise on. Google Ads allows you to set specific sites and their categories you want excluded from your remarketing campaign displays.
Widen Your Target Location and Language Settings
Unless you’re a local business and want to keep it that way, consider expanding the locations you reach and the languages your site can be translated into. It’s such a simple switch that can help make sure you’re maximizing audience potential.
Remarketing can be an extremely effective way to reach out to customers who have already shown interest in your product. By using the strategies we’ve outlined in this post, you should be able to create a remarketing campaign that drives traffic back to your site and increases conversions. Need help getting started? Contact our team of experts at Agency Partner. We’d be happy to help you get the most out of Google Ads and increase ROI for your business.
Are you ever at a loss for what to write or post about? It can be tough coming up with new content marketing ideas, especially if you’re running a small business. But don’t worry – we’ve got you covered here with some topic ideas research tips! This post is to help you come up with fresh content ideas that will engage your audience and keep them coming back for more. How do we not run out of content ideas? Agency Partner Interactive is spilling all of its secrets!
Filter Through Quora
Launched in 2010 by 2 former Facebook employees, Quora was designed for the express purpose of serving as a hub for asking questions and getting crowd-sourced answers. What better research approach than to go right to where those questions are being asked! You can search by keywords related to the industry you’re writing for, filter for when questions were asked to find the most current site queries, and even see which questions have the most views or followers to inform your topic research.
Check Your Chatbot
Chatbots are on a site to assist and answer questions for visitors, so why not make the most of the info they collect? These conversation logs can give you so much insight into what specifically your potential customer may be wanting answered or may want to know more about. This can help you personalize and customize your content to exactly what your site visitors are looking for!
Try Out Some Keyword Research Tools
If you’re a small business, long-tail keyword research is your best friend. Targeting these queries will help you most with reaching your niche market to eventually build up you ranking towards the short-tail keywords that the big businesses dominate. Use sites like Answer the Public and SEM Rush to do your research by entering your bits of industry terminology to find out what further terms you can zero in on for both topic inspiration and optimizing your ranking.
By Google’s own admission, typing a term into Google triggers the site to not only search for what you’re initially looking for but also to populate info about related searches and keyword suggestions. Search for things and terms related to your industry, and then mine what all else Google has to offer for it. Some of these results will be location-oriented; if your business is a local one, this is a perfect way to source inspiration for further topics that people are also popularly looking for.
Analyze What Works for Your Competitors
Sometimes you just need a little push out of your writer’s block, and looking at what gets results for your competition can do just that. Of course, put your own spin on any good topics you spot on their blog or in their monthly newsletter that you think might also work for you. Think about their videos that clearly have an exceptional view rate or their posts that have more comments than other posts… What are common threads between them? Now, you likely won’t be privy to their behind-the-scenes analytics, but there are user-facing stats to look for that let you know if a content type or subject is working for them. Maybe your own spin on it could work for you, too!
Ask Your Audience What They Want
Why not go straight to the source and put out a social media survey directly asking what your customers and site visitors want to see more of or know more about? It can be a great opportunity for engagement alongside the topic research.
Revisit Your Old Content
Work smarter, not harder, you know? Sometimes your old content topics are just waiting for you to take a fresh look at them for another angle into them. Maybe the market or industry or your business or audience has changed some since the first time you explored the subject – it’s time for your current content to reflect that! What performed well the first time you shared it? Could it be given a deeper dive this time around?
Content marketing can be a struggle, but it doesn’t have to be. By using the tips we’ve shared in this post, you can never again run out of content topic ideas. And if you need help putting these principles into action or want someone else to take care of your content for you, don’t hesitate to reach out to Agency Partner. We’d be happy to help you create a successful content marketing strategy that cohesively drives traffic and converts leads!
Expert Tips For 9 Social Media Trends You Need to Know for 2022
If you’re like most small business owners, you’re probably trying to keep up with the latest social media trends. But keeping up with social media changes can be hard – especially if you don’t know what to expect in the future.
But don’t worry, we’ve got you covered! In this blog post, we’ll take a look at some of the top social media trends that are expected to dominate in 2022. So, whether you’re just starting out on social media or looking to evolve your strategy, read on for some valuable insights!
It’s not enough to post and ghost anymore (if it ever was), and users are all about social commerce this year. Brands need to create a full experience around their product or service – livestreams, shoppable buttons, influencer campaigns. It’s not exactly new, but it definitely will be taken up another notch in 2022.
Customer Service Goes Social Again
For many, customer service has taken a back seat to a lot of the fun and flash of social media. Use 2022 to get back to authentically connecting with your customers when they have an issue or when they just need a little communication with a brand. Don’t forget that social servicing is how many brands built their following in the first place back when social media was still a wild, wild west!
3. Hiring from Social Platforms
It’s a Gen-Z world now, and even recruiting is turning to social platforms. Finding your new team members through avenues like TikTok marketing will depend on you being upfront about your mission, values, company culture, and the human element of your brand. Whether B2B or B2C, take the opportunity to solidify your branding and appeal to the next generation of the workforce.
Brands Showcasing Their Human Side
Consumers today prefer looking at brands holistically to make sure they align with more than just the great products. Offer a human side to your company by showcasing the personality and points of view that your company values.
Brands are being taken to task more and more for the promises they’ve made – environmental, social, cultural – and those same brands better be backing them up with their actions. Consumers vote every single day with their dollars. So, make sure you’re listening and responding to the conversations around your brand on social platforms with sincerity when they come at you with those receipts.
If it isn’t clear yet from this roundup, authenticity is the new way of the future. Consumers are far more attuned to when they’re being sold to, and fake connections just won’t cut it anymore. Meet users’ skepticism with transparency about your company and its values. Empathize with their heightened awareness of social issues and use social media to show them you’re aware, too.
User-Generated TikTok Vids
UGC or User Generated Content is still the pinnacle of social content, and TikTok is the place with the most social currency. Use it to build brand awareness and support the sense of authenticity and accountability around your company culture through shortform videos on the platform. Run contests, repost and share, and just generally show appreciation for your customers who participate in creating content around your brand.
LinkedIn has it’s Influencer moment
It seems each platform has its own distinct slice of the social influencer pie, and LinkedIn is the next spot to get the highlight! In 2022, LinkedIn has begun focusing on creators, especially with the rise of Work from Home culture. This will be the spot for developing your personal professional brand through thought leadership and engagement potential.
“Perfect” can be so boring. Posting social content without first curating filters and effects has been slowly growing over the last few years, and we think it’s time for the shift to go mainstream. In-the-moment authenticity is the key to engaging a modern audience in a way that will prioritize genuine connections over “perfection”.
That’s it for our roundup of the top social media trends to keep an eye on for 2022. Of course, things are always changing in the world of social media, so don’t be surprised if some of these predictions change by the time next year rolls around. But as of right now, these are the trends we think will be most important to watch. If you want help staying ahead of the curve and ensuring your company’s social media is on-trend, contact Agency Partner today. We have years of experience helping businesses just like yours make the most out of social media and stay ahead of changes in this ever-evolving industry.
Expert Tips For How to Identify Your Target Audience for Small Businesses
As a small business owner, you know that one of the keys to success is identifying and targeting your ideal customer. But what if you’re not sure who that is? In this post, we’ll give you some tips for finding and understanding your target audience. By the end of this, you should have a good idea of who your digital marketing is trying to reach with your product or service. Let’s get started!
What Is a Target Audience?
A target audience is a particular group of people that fit certain criteria to mean they most likely will buy your product or hire your service. These are exactly the people you want your ad campaigns to be placed in front of. We’ll get to the specific categories of criteria a little later in the post!
Advantages of Targeting in Marketing
Knowing exactly who your product or service is aimed at reaching can be critical in maximizing your digital marketing budget. Sharpen your marketing strategies, develop deeper customer loyalty and better brand awareness, attract higher quality leads, and focus on who will most likely give you the biggest ROI. Niche targeting has never been more powerful!
What Are the Types of Target Audiences?
Market categorizing or ‘segmenting’ can break down into 6 basic types: demographic, geographic, psychographic, behavioral, needs-based, and transactional.
Demographic – The most popular type of segmentation, this type defines the more literal aspects of who the audience is, depending on a B2C (age, gender, ethnicity, profession, education) or B2B (industry, company size, and position, job tenure) context.
Geographic – Sometimes where someone lives can affect their purchasing choices. It probably wouldn’t be very useful to run Google Ads for surfboards in Scandinavia, right? This could be as general as a continent or all the way down to a specific district or zip code.
Psychographic – Interests, values, hobbies, attitudes, lifestyle. Apple is well known for marketing the idea of minimalism and attainable luxury for the modern, forward-thinking consumer. That’s psychographics!
Behavioral – How has your audience previously interacted with your brand? What is their awareness of your brand? Have they made any purchases from your company already? What about their product knowledge?
Needs-based – This one’s pretty straightforward and also breaks down further into 4 sub-categories: problem-solving (low-carb products for diabetics), emotional (anti-aging skincare products), functional (ride-sharing apps), and value-based needs (products for vegans).
Transactional – You know those offers for free shipping on orders over a certain amount? Or those ‘We miss you – here are 15% off your next order’ emails you get after not shopping at a particular store for a long while? Yep, that’s transactional segmentation.
7 Tips for Identifying Your Target Audience
Now, how to actually figure out who fits into those targeting types…
Audit Your Current Customer Base
Look at who all has already bought your product or service. What do they all have in common, or maybe what’s different among them? Are they all of similar ages or from similar regions? Why did they decide on using your company? Use your social media or send out customer surveys to get started!
Research The Market
Research your market as a whole to find what may be missing. Is there a particular untapped crowd that your company can speak to? Focus there to refine your unique product value messaging.
Study Your Competitors
Who are your competitors targeting? There could be a lot of opportunities to learn from what works and doesn’t work for them. Maybe your competitors are overlooking, again, an untapped crowd or marketing channel.
Dive Into Google Analytics
Google Analytics is a savvy marketer’s secret weapon for all the insights you can gain into your site visitors’ habits and interests, how they’re discovering you, and what they’re engaging with most.
This step is for after you’ve done your initial segmentation work. Take all that great data you gathered and use it to create identities for your customers. Maybe base them around familiarity with your product crossed with the general demographics of your audience to then target how you speak to their more specific needs. We at Agency Partner Interactive recommend crafting 3 to 5 different personas.
Rethink the idea of “Everyone”
It’s impossible to actually appeal to every single person – not even puppies or pizza can do that – but the idea can still lead you to a useful mindset! “Everyone” really can just mean you have multiple audiences and may need to approach each with a different type of marketing. Odds are there will be lots of overlap, too!
Evolve Evolve Evolve
Understand that this is a never-ending process. People change, markets change, needs change, your company will probably also change. Be ready to refine and optimize and re-refine and re-optimize your audience targeting so long as you’re in business.
It’s clear that knowing your target audience is essential for small businesses. By understanding who your ideal customer is, you can create a more effective marketing strategy that reaches them where they are. You can also tailor your products and services to better meet their needs. If you’re not sure how to identify and segment your target audience or need help reaching them, contact our team of experts at Agency Partner. We’d be happy to help you develop a plan that targets the right customers and helps your business grow!
Expert Tips For Is A Remarketing Campaign Worth It
The user saw your ad – they didn’t click – they moved on. So should you…right?!
With an average of only 2% of potential online customers that make a purchase after their first visit to an online store, that missed opportunity could be massive. A remarketing campaign can be a great way to reach those potential customers who maybe weren’t ready to convert the first time they viewed your product or service – but now they are!
What Is Remarketing?
In the world of digital marketing, remarketing is the process of delivering ads to users around the internet who have previously visited your site. The process relies on that thing with a funny name you’ve heard of called “cookies” – a “cookie” is placed on your device when you visit a site that uses them and you also meet their criteria for activation. This could mean that you visited a specific URL for a product or service and left without buying.
Types of Remarketing
Display remarketing – the most popular type, these ads are paid to appear on a third-party page thanks to cookie tracking.
Search remarketing – as the name suggests, this uses paid ads that track users all the way back to a search engine results page (SERP) like Google.
Dynamic remarketing – this type will look different to each unique viewer, as the specific ad deployed depends on a combination of actions to result in a dynamic ad – this option is much more personalized to the viewer.
Video remarketing – create a short ad to place in front of YouTube videos, for example, to remind viewers of your product or service
Email remarketing – make use of your email marketing lists and send out abandoned cart reminders or newsletters with targeted discounts
Social Media remarketing – this tactic focuses on mainly in-feed ads, often based on users’ visiting habits of a business’ social channels
How to Create a Remarketing List in Google Ads
In the Tools & Settings of your Google Ads account, go to Audience Manager under Shared Library to find all your selected audiences.
Create a new audience by clicking the top left blue button.
To make a Remarketing Audience, select Website Visitors.
Give this new audience a name.
From there, determine based on the provided list what sort of remarketing campaign you want to run.
If you’ve chosen a campaign targeted to visitors of a particular URL, next you’ll specify what those URLs and associated keywords are.
Then tell Google to populate the list with visitors from the past 30 days or to start a whole new list.
Choose the length of time those visitors will remain on the remarketing list.
It’s a good idea here to add some details in the description of the audience to help you stay organized.
Finally, press “Create Audience” and wait for the approval from Google Ads – it can take as many as 24 hours.
Remarketing and Retargeting – Are They the Same?
The two terms are commonly used as having the same meaning, but there is some technical nuance you may want to consider.
Remarketing is really about reminding and upselling specifically through email with prior customers
Retargeting is officially about paid ads to encourage re-engagement with new potential customers
Psst!…Take a look at Agency Partner Interactive’s Guide to E-commerce PPC for some deeper-dive tips on how to get started with paid ads!
Is It Worth Investing in Remarketing?
Here it is – the whole reason you clicked through to this post – Is a remarketing campaign worth it?
With benefits like these, how could the answer be anything else?!
No more important a reason, the average Click Through Rate increase alone makes the effort worthwhile. No other type of ad has a better ROI thanks to the inherent fact that the viewer had some interest in your business from the start – they’re already warmed up for the customer journey!
The reach of new customers
Remarketing doesn’t just reach people who directly interacted with your site. You can also manage your campaign to reach those who were simply looking at similar items or services.
Positive user experience
A lot of users simply get distracted when in the middle of trying to make or decide on an online purchase. Remarketing to them can be a very useful and positive experience with your brand.
So, is re-marketing worth it? The answer is absolutely and unequivocally yes. It’s been shown to increase ROI for businesses of all sizes and industries and can be a major boon to your bottom line when done correctly. That said, it’s not something you should just dive into without some planning – there are different types of retargeting, after all, and not everyone will be appropriate for your business. But our team at Agency Partner knows how to make re-marketing work for you – so contact us today to get started!
A flurry of multinational corporations and U.S.-based Big Tech companies have rushed to declare their own economic war on Russia to punish President Vladimir Putin for his invasion of Ukraine — but some experts fear the offensive will actually embolden the Kremlin.
Since the Ukraine invasion began three weeks ago, a growing number of Western companies spanning various sectors — banking, retail, entertainment, Big Tech — have suspended or completely severed their presence in Russia.
While a spate of stringent international sanctions and the closing of airspace to Russian planes has made it difficult for many companies to carry out business as usual in Russia anyway, Atlanta-based marketing and branding expert David Johnson said many companies opted to withdraw from the region to avoid being seen as supportive or even merely neutral amid the military conflict that’s earned Putin global scorn.
Businesses that opt to cut operations in Russia are currently backed by a majority of Americans and risk losing business in the U.S. and other Western countries if they don’t take a stand. According to a recent Morning Consult survey, more than 75% of Americans support corporations severing Russian business relations.
“As public pressure grows to pull out of the Russian market, businesses are balancing the desire to protect employees working in Russia against the reputational harm they may suffer by continuing to do business there,” said Wendy Patrick, an attorney, business law lecturer at San Diego State University, and Newsmax insider.
She points out that when a company decides to sever ties, it is weighing an impact felt by a “range of relevant stakeholders.”
“Contemporary brand management involves recognizing the risk that unpopular or politically incorrect corporate decisions go viral quickly, and can result in social media-fueled boycotts,” Patrick said.
But despite winning consumer support at home, Johnson fears that many companies’ departure from Russia will ultimately hurt ordinary people in the country, and possibly even embolden Putin as the nation loses access and connections to the West.
In response to the growing number of companies pulling out of Russia — a contingent that includes Disney, McDonald’s, Coca-Cola, Pepsi, and Starbucks — Moscow has retaliated by banning U.S.-based social media companies Facebook and Twitter.
While Putin has managed to control nearly all facets of Russian society since taking charge two decades ago, political expression and non-state media reports could still be found on the internet. That access is fading, however, as Putin reacts to decisions made by TikTok, Netflix, Apple, Samsung, and Microsoft to say “dasvidania” to their business in Russia.
YouTube, which is owned by Google, blocked all Russian accounts from making money from their videos and barred Russian state television outlets from being shown across Europe. While YouTube and messaging app Telegram are still available, tech experts predict they could be the next communication apps tossed by Russian regulators.
“Russia is on course, right now, to be North Korea — that isolated,” Johnson said.
Dallas-based digital marketing and tech expert Adam Rizzieri said he agrees that by pulling American Big Tech out of Russia there is a chance that tensions could escalate.
Putin’s efforts to shut down the free press, however, have been “mostly futile,” with hackers interrupting Russian state television to share antiwar messaging and news of Russian war crimes against Ukrainians. Elon Musk has also chipped in, offering uncensored internet from space.
Rizzieri pointed out that, within hours of Russian missiles destroying Ukraine’s internet infrastructure, Musk’s Starlink service arrived on the ground within 48 hours of a Twitter request.
“Without flexing a muscle, Musk used SpaceX to easily, publicly undermine Vladimir Putin,” he said. “Musk has shown how the private sector can be used to mock and undermine global tyrants.”
But if access to the West diminishes, some fear that Russians will fall further victim to Putin’s propaganda, with no other viewpoint present than one which blames the West – and which could ultimately weaken U.S. influence.
To compensate for the missing commerce, Rizzieri said Russia will ultimately develop “government-controlled initiatives” via a “parallel market to try and offer the same goods and services that we enjoy here in the U.S.”
He points out Russia already has Vkontakte, which is essentially just a copy of Facebook.
“Typically, the quality of a knock-off is substandard and the people always find a way to get the real thing,” Rizzieri said. “Somehow, even authentic Levi jeans found their way into Soviet Russia. Socialist markets always allow for a black market to bring in more desirable goods and services.”
Johnson believes companies were forced to take an early stand on the Ukraine conflict because it was “brought into everyone’s living room” via social media.
With the Biden administration initially slow to respond to the growing threat Russia posed to Ukraine, he said multinational companies faced increasing pressure to take a stand from other European countries where they have lucrative contracts.
Rizzieri believes that Ukraine was the “deal breaker” for businesses because the American public “knows that the Biden administration’s weakness makes them directly complicit.”
With Americans seeing a “strong, fearless” leader in Ukrainian President Volodymyr Zelenskyy – who is “standing up to what many see as an evil, calculated Vladimir Putin” – he said there is a desire to back Zelenskyy’s example of “strong” leadership.
The voluntary corporate withdrawal from Russia is also not unprecedented. In the 1980s, 200 major companies pulled out of South Africa in protest of apartheid. At the time, the U.S. slapped South Africa with congressional sanctions.
When a company decides whether to remove itself from a market over geopolitics, Johnson said they are calculating the cost of making an exit, which is why many of the companies that pulled out of Russia still have a presence in China, which has a long track record of committing human rights abuses against its Uyghur Muslim population.
But Rizzieri said the fact that the U.S. “business and political establishment continues to protect China and other countries with questionable track records is not OK.”
“The idea that Americans are comfortable buying oil from Iran is laughable,” he said. “Eventually the private sector has to stand up to the public sector and say ‘enough is enough.'”
But considering Russia is a “basket case for business,” while China boasts one of the “strongest economies,” Johnson said it is a much easier decision for a company to cut a minor loss by leaving the Russian market than to suffer a devastating blow by exiting China.
He said the biggest test will be how companies react if China decides to invade Taiwan.
While businesses are certainly aware of the egregious human rights violations taking place in China, he said “we don’t see [the abuses]” in the same way the Russian war has infiltrated social media feeds nationwide. That is partly because China is digitally isolated from the West, which is what is now taking place in Russia as Putin clamps down.
So, while Russia inspires companies to take a stand for human rights, it’s “business as usual” for businesses with a presence in Beijing.
“The big question is, if China goes into Taiwan, will these businesses do the same then?” Johnson said. “That’s when the rubber hits the road. If China invades Taiwan and their bottom line is affected, how do they react?”
As a business owner, you’re always looking for ways to save money. But did you know that you can do SEO on a budget? In this blog post, we’ll share 10 ways to get the most out of your SEO efforts without breaking the bank. So, whether you’re just starting out or you’re looking for ways to optimize your current campaigns, we’ve got the tips that will help you achieve results no matter your SEO budget.
To make things better, you have to first understand where it is you’re going wrong. Your first step should be to run an SEO audit to check for…
any broken pages
domain and page-level factors
There are both free and paid tools for doing this SEO audit plus outsourcing options, depending on what your budget allows.
Agency Partner is always available for a consultation to help you figure out what options will work best for your needs!
Get Bigger by Starting Small and Local
Start with where you are. Target your local keywords first. Optimize your searchability in local directories. Naturally, build up your review history in your area. And don’t forget to register your listing on Google My Business with your location in the title tag.
What Have You got That Your Competitors Don’t?
Something clearly works for your competitor, but that doesn’t mean they have the entire range of the marketing edge covered.
Pay attention to their content and social strategizing. Read the comment feedback from their audience for ideas on where to capitalize that they are missing. Conduct a content gap analysis to guide your marketing where you have the best opportunities for breakthrough.
Guest Blogging Is Still a Thing That Still Works
Once you’ve done the analysis and written those freshly tailored blogs, reach out to related content scopes. Begin by building a relationship with the admin through engaging with their content as you would like them to engage with yours. Then approach with your proposal. This is a chance to reach a brand new audience and position your brand as an industry thought leader.
Remember: Guest blogging needs to be mutually beneficial in some way when you approach another digital platform to write for.
DO NOT Keep It Short and Sweet
When you’re on a budget, don’t waste your limited resources by trying to compete with the big guys and their short-tail keyword domination. You won’t win… not yet, at least.
Do your keyword research and figure out what phrases people find you at with all the niche details – but not so detailed and niche-y that you end up with no one being able to find you.
For example, you’re not just a shoe retailer – you specialize in women’s ballroom and salsa dance heels. Use all that balanced info to your advantage when strategizing your SEO.
Rev Your Load Time
This tip does mean you need to first check your analytics to know where you’re starting from. If the current load time is longer than 3 seconds, then this approach is critical for you for sure – anything longer than 3 seconds is inherently damaging to your UX conversions, statistically speaking, and Google definitely doesn’t like that.
simplifying your HTML and CSS code
optimizing images, and
upgrading your server response time
This may require a larger portion of your available budget (especially if you’re not super code-savvy yourself), but we can promise the results will be worth the expense.
Use ‘Fetch as Google’ to Re-Optimize Your Pages for SEO
Google finally made fetch happen. (Yes, a Millennial wrote this.)
It’s a tool that lets users test if Googlebot can ‘fetch’ a URL and show how it’s rendered. If it works, then you can request Google re-crawl your site for better SEO and maybe even re-index it. This can make a massive difference in your SERP ranking at no cost at all.
Identify Any Orphan Pages
You may have some pages that lack internal links directing users to them, known as orphan pages. This can be a problem dragging down your site’s effectiveness, as those OPs don’t benefit from the associated authority of your homepage. From there, you can choose to either remove it entirely or revise your sitemap.
U Got a Bad URL?
It may seem insignificant to you, but that URL of yours that looks more like a scrambled coding language may be part of what’s holding back your SEO efforts. Your URL has to be simple enough for search engines to understand and obvious enough to the user what the page is about. You want people to confidently click through to your link, not worry if they’re about to fall for a phishing scam.
Links on Links on Links
Work smarter, not harder. You’ve already put in the work with initially creating your blog content; now get the most out of them by linking internally in later relevant blogs. If you do it smartly, it’s a great traffic driver and can be a nice boost in both your Average Time on Page analytic AND how easily Google can crawl and index your site.
Just don’t overdo it, okay? Google doesn’t like that either.
Is SEO Optimization Worth It?
As long as you’ve got an effective strategy, SEO optimization couldn’t be a wiser investment. It’s estimated that about 92% of online activity starts with a search engine. Add in a partner like the team at Agency Partner to help you maximize that strategy, you’ll be set for a very successful return on any sized investment!
Send us a message here to get your site and SEO perfected for Search Engine Success ASAP!
Expert Tips For Graphic Design vs Web Design: Which One Is Right for You?
When it comes to graphic design and web design, there is a lot of overlap. However, there are also some key differences between the two specialties. Let’s explore those differences that can help you decide which type of design is right for your business or career path.
Keep in mind there is no wrong answer – both graphic and web design can be effective tools for marketing a business. But it’s important to understand the unique strengths of each field so you can make the most informed decision possible.
The TL;DR Digest
The two terms often get mixed up, but one style of design is not inherently like the other.
While graphic design centers on artistry and creativity, web design zeros in on how each component of a website operates and behaves simultaneously.
Web design is action-oriented. A user opens a navigational menu, scrolls through the product listings, or maybe watches an informational video on one of the product pages they’ve clicked through to.
Graphic design, however, is stationary. A user can see it or tap it etc., but there is no responsive action in return like with web design.
Graphic Design Is…
Graphic design combines art and tech to create a cohesive visual message via the 7 basic elements:
This can be used in both digital and print.
Web Design Is…
Web design similarly combines art and tech (hence the confusion between the two) to affect the user experience of website planning and creation. This is focused on the 5 basic web design principles:
Graphic Designers Use…
Text is a visual tool used to help communicate the who and the what of a brand identity. From the serif and typeface to color and hierarchy, typography must cohesively support the tone, grab attention, and establish brand recognition with every dotting of an i and crossing of a t.
Connecting text to images can be a powerful device to express messaging and directives. Consider also how the placement and context of these images can affect the idea or message the image conveys.
Layouts in graphic design means the arrangement of elements to make sure the messaging is clear, accurate, and coherent in its intent.
The strategy of color psychology can be a highly influential device for affecting how an observer feels about and interprets the graphic and its message. If a designer is creating a graphic for a wellness and relaxation company, colors associated with serenity and calmness like sage green and cerulean blue will be a much wiser choice than fire-engine red in order to visually support the brand identity, let alone how color also contributes to establishing brand recognition and, yes, brand voice.
…to name just a few of the elements needed to create designs that are used in print and digital media.
Web Designers Use…
Content Management Systems or CMS
A content management system is a type of software used for designing, organizing, and modifying website projects. It’s especially helpful for those that are more novice or are not especially skilled and knowledgeable in writing programming code.
Think Photoshop or Sketch. This software is the perfect place for drafting prototypes and guides for how the finished website should look. If not left up to a specific UX designer, they can also help web designers plan and create wireframes for the very structure of the site.
…among many more tools to produce websites that can be viewed on any device.
Check Out a Few of Agency Partner’s Related Posts on Graphic and Web Design
So, what’s the difference between the graphic and web design?
Graphic designers focus on creativity – how a design looks and feels. That might use typography, color theory, or illustration to create an eye-catching piece of art.
Web designers, on the other hand, are more concerned with how all the parts of a design function together as a system. They need to make sure that everything works well together and that all the elements (text, images, navigation bars, etc.) are easy for users to find and interact with.
If you need some help creating beautiful graphics or designing an effective website, contact our team of experts at Agency Partner to get started on your project today!
Big Tech has emerged as a key player for Ukraine in the country’s bid to repel Russia’s invasion, as social media feeds throughout the world are flooded with dramatic images of bombed-out buildings, heroic troops, and resilient civilians.
But Big Tech companies aren’t just promoting news and images that are sympathetic to Ukraine’s plight. The organizations also have pushed to restrict pro-Russia news sites and censor what they consider blatant misinformation about Russian President Vladimir Putin’s attack.
And while the companies may have noble aims, social media experts say it’s also likely the platforms are inadvertently pushing inaccurate pro-Ukrainian propaganda that doesn’t depict the truth on the ground.
While popular social media apps such as Twitter and Facebook are based in the U.S., digital marketing expert Adam Rizzieri said the companies are effectively “no longer American” because they are “owned by international shareholders that only care about profit.”
“In the case of this Russia-Ukraine war, Big Tech has shareholders and users that represent both sides of the conflict,” he said. “So, when it comes to picking a side, they don’t choose Russia, Ukraine, or the United States. They quietly pick the side that aligns with their collective self-interest of making money.”
Rather than reveal a political or geographic bias, Rizzieri said the current conflict has exposed Big Tech’s “inability to make moral decisions related to geopolitical conflicts.”
So far, none of the U.S.-owned tech companies have banned Russian state media from using their platforms – the way in which several of them banned former President Donald Trump during his final weeks in office and beyond – and plenty of unverified pro-Ukrainian posts have gone viral, leaving users sifting through the posts appearing on their feeds to determine whether they are real or fake.
Just one week into the invasion, as social media platforms waffle over what to censor and misinformation has at times flown as fast and frequently as bullets. Andrew Selepak, a social media professor at the University of Florida, said fake or mislabeled posts and those lacking context are dangerous regardless of whether they have a pro-Russia or pro-Ukraine effect.
Because there is “no unifying voice” that “everyone is going to trust,” he said it will be difficult to understand exactly what is going on in Russia and Ukraine, especially because there is no direct U.S. involvement in the fighting.
Since it is very easy for the media to spin a good vs. evil or David vs. Goliath contest between Ukraine and Russia, Selepak said Big Tech companies are backing those portrayals. That could explain why far more pro-Ukrainian propaganda is infiltrating social media feeds – even if much of it isn’t true.
For instance, there have been multiple posts circulating that turned out to be dated or taken in other locations. Photos and videos taken during the 2014 Maidan protests in Ukraine have been recirculated on social media with claims that they depict the most recent Russian invasion, according to Reuters fact checkers.
The team found that the pics, which were posted as a collection of four images, show different scenes with a fiery backdrop. In two of the photos, people are throwing objects that are on fire. A third photo shows a man saluting with his middle finger. The last frame shows a person aiming a slingshot behind a barricade.
Similarly, footage of a military simulator video game, photos of explosions from the Israeli-Palestinian conflict in the Gaza Strip, dated footage of heavy weaponry firing, and even aircraft animations have been shared as if they are representative of the Russian invasion.
Unverified news stories about the conflict are also going viral on social media. Selepak chalks that up to “confirmation bias,” in which people seek out the information that they want to find.
He pointed out that the sharing of heroic stories of Ukrainian troops, even if they aren’t true, “falls into the narrative of what we believe or what we want to believe, is more likely to spread.”
“We are coming into these stories with a bias we want to believe,” he said.
Conflicting accounts have made the case of the “Snake Island soldiers” confusing. The group of 13 defenders, who were reportedly killed after telling an approaching Russian warship to “go f*** yourself” turned out to be “alive and well,” according to the Ukrainian Navy.
But the deaths of the soldiers stationed on the tiny island in the Black Sea were so believed that Ukrainian President Volodymyr Zelenskyy said the 13 soldiers on Snake Island all died “heroically” by Russian bombardment. The navy now claims that soldiers repelled two attacks by Russia before surrendering “due to the lack of ammunition.”
Hype around the “Ghost of Kyiv” – an alleged Ukrainian fighter pilot who is said to have shot down as many as 10 Russian planes – is almost sure to turn out false and is likely nothing more than an urban legend.
Photos and videos shared on social media of the ace supposedly in action are likely not authentic images of a Ukrainian MiG-29 fighter pilot. One post is actually footage from a video game and not footage of a Ukrainian airman shooting down a Russian fighter jet.
And as social media platforms appear to rally behind Ukrainian efforts, it wouldn’t be the first time that Big Tech has played a role in Ukraine’s future.
Many credit tweets made by Ukrainian activists and journalists for encouraging Ukrainians to participate in the 2014 Maidan protests, which were sparked by the Ukrainian government’s decision to suspend the signing of the European Union–Ukraine Association Agreement. That decision led to closer ties with Moscow – but also soon inspired protests that ultimately led to 2014’s Revolution of Dignity.
“Seekers of truth cannot believe anything they read these days,” Rizzieri said. “They must seek information from a diversity of reliable sources and then use their best judgment accordingly.”
Expert Tips For Why Your Website Needs a Redesign ASAP
Think your website looks just fine the way it is? Those homepage sliders and flat color schemes might make you wanna think again…
If you’re not seeing the results you’d like in terms of traffic and conversions, it’s likely time for you to shake things up on your site. Here are Agency Partner’s top reasons why you need to redesign your website ASAP!
As a general guideline, it’s recommended you redesign your website about once every two or three years. Quite simply, with the lightning-fast rate of change in the digital sphere, two to three years is all the time it takes for your site’s design to undoubtedly fall behind and look out of date.
Your site doesn’t mirror your brand anymore It’s beyond important for your website to match your brand, from aesthetic and identity to voice and messaging. From the second your home or landing page loads for a user, it should be crystal clear who and what exactly the company is. Maybe your site and brand matched when you first launched but you’ve gone through some evolutions into who your entity is today. Time to redesign for who you are now!
Your website is behind the current design trends Sure, those designs were once fresh and current…but are they still? Take a detailed look at your site and then get to Googling the new ideas and standards in the web design world. This update will keep your company feeling current and savvy.
Your website doesn’t respond well to all devices
If your site doesn’t automatically adjust and optimize to the device a user is accessing it from, odds are extremely high that the user will either get frustrated or lose interest (or both) in continuing to explore your site. This may be an iPhone, a Tablet, an Android, etc. Think of how it is also very likely negatively impacting your analytics like bounce rate and click-through rate. Don’t miss out on countless opportunities for conversion over a simple user experience issue!
Your website doesn’t give the user your entire service options You’ve probably expanded your services as your business has grown. Does your sitemap reflect that? If a user isn’t readily aware that you meet their needs, they’re likely to move on to a competitor who they can be sure does meet their needs. It might be time for a redesign to make room for some new pages that cover the details of everything you offer, both old and new!
Your website is not search engine-friendly The importance of SEO cannot be overstated, and if your site isn’t designed with it in mind, it’s definitely time to redo your website regardless of any other factor! If you aren’t already familiar, read up on best practices for site architecture optimization and even check out our blog post on Web Design Mistakes That Can Harm Your SEO. Ideally, every detail of your site’s coding should be made search engine friendly, from custom landing page URLs and meta descriptions to title tags and even image optimization.
Your website doesn’t maximize your content marketing plan Site design and content marketing are synergistic for sure. Say you have a blog attached to your company’s site, but the design has the only direct access point buried at the bottom of the page? Because the design isn’t mindful of the user journey to the marketing tool, you’re both limiting your users’ ability to find your content and your own ability to drive lead generation and customer relations – an excellent reason to redo your website!
Your website is based on outdated tech If your site isn’t current and relevant, why would a potential customer think your company as a whole is up to date? Old tech can weigh down your site processing speeds, dragging down its performance for the user. It also can be a big barrier to search engines and their ability to scan and assess your content for SEO visibility and ranking. Redesign your website for an update that makes it more efficient and supports a positive experience for your users.
Your website is missing important action drivers Much like design supporting your content marketing, optimized placement of CTAs is so important to the success of your marketing strategies and ultimately your revenue. Make sure the CTA designs are cohesive and thoughtful across all site pages to maximize impact.
Your website is open to vulnerabilities Using outdated tech can not only harm your credibility and competitive edge but also put the site itself at risk of security attacks. No matter the size of your business, data is always valuable in some way to the wrong set of malicious eyes. Updating your site can be the critical line of defense you need against hacking, viruses, and malware.
If anything on this list sounds like it applies to your site and its current design, we highly recommend reaching out to our design team at Agency Partner for help. We can work with you to create a site that not only looks great but also reflects the latest digital trends and technologies. Your website is often the first impression potential customers have of your business – let it be one they remember for the right reasons!
Expert Tips For How to Create a Content Strategy That Works: A Step-by-Step Guide
In case somehow you haven’t heard: Content is king, and there are no signs of that changing. Creating an effective strategy for your content, however, can be tricky without some key marketing principles in mind – and it’s easy to make mistakes that can hurt your brand and your sales. We here at Agency Partner will walk you through the steps for creating an effective content strategy so you can reach your target audience and grow your business.
So, What Exactly Is a Content Strategy
Content strategy is all about thoughtfully planning, creating, and delivering content with a cohesive, overall marketing goal in mind. Depending on what’s relevant to your business, content can refer to blogs, email newsletters, white papers, social media postings, and beyond.
You’ll want to build a framework outlining your plan and the elements needed to create the content. Keep track of things like the characteristics of your defined target audience, your relevant researched SEO keywords, deadlines for creation and publishing, and the intended platforms for the content.
This content strategy is not just about churning out whatever so your business at least looks like it’s still alive – it’s got to be of a quality that engages that audience in a way that drives your business towards that overarching goal.
How to Create a Content Strategy Framework
Specify Your Goal
It’s hard to make a plan without a destination in mind. What is it you want to achieve with your content marketing? What is the purpose of the content you’ll be creating?
Define Your Target Audience
Who will you be speaking to and trying to reach with your business strategy content? This will guide how you decide what all is relevant and likely to be most effective, from the content platforms you choose to the tone of your brand’s voice.
If you know your audience is mainly men over 45, you can reasonably figure that prioritizing publishing short-form videos on TikTok or linking blog posts to Pinterest won’t be a good use of effort. Clearly define your audience and focus on where they are.
Note: Don’t miss revisiting this step every time you create a new content strategy – your audience may have changed!
Perform An Audit of Past to Current Content
This goes for both your own (if you already have current content) and that of your competitors. Look at what content is performing well and not so well and use that information to help decide what you should be putting your efforts into going forward.
A content audit is simply a smart idea to run on a consistent basis to check if your strategies are working or need some adjusting. The frequency will depend on how tightly your campaigns need to be monitored.
Choose a Content Management System
It’s almost too easy to get disorganized with content. Do some research and find a content management system that will help you with creating, publishing, and ideally even performance tracking.
While there are some free options, the most comprehensive systems will likely need consideration of a budget. Just make sure the setup of the particular system you choose works best for your team’s workflow.
Decide What Types of Content to Create
Think back to your defined target audience. Where do they spend their time online? What content types are they most interested in? What do you want the audience to do once they’ve seen or read or heard your content?
Think Up Content Ideas and Research SEO Keywords
Here comes arguably the hardest part – what to post?! Get very friendly with Google search suggestions, take a look at your competitors, check out social media comments, or click around sites like Quora to spark some ideas.
Once you’ve got some relevant topics, consider SEO for the digital content and research which keywords you want to be targeting within the content. Sites like Moz and SEMrush are the classics for SEO research, and that’s because they work and are surprisingly user-friendly, even for those still learning how SEO works.
Develop a Content Calendar
Whether it’s through a content management system or just an Excel spreadsheet, plan out what you intend to post and when. This will help you stay organized, make sure you’re staying mindful of supporting that overall goal across multiple platforms, and avoid making mistakes in a last-minute rush.
It’ll also help in establishing trust with your audience as they see you being consistent with your content and publishing. Reliability goes a long way in building customer relationships.
Publish and Manage Your Content
With that content calendar in place, you’ve by now done all your necessary researching and brainstorming and planning to finally put into motion your no doubt brilliantly savvy content strategy – You’re a marketing pro now!
A content strategy is an important part of any digital marketing plan. It helps you define your goals and set priorities, which can be difficult when there are so many options available. The framework we’ve provided will help get you started creating a content strategy that works for your business. If you need help putting this into action or want to brainstorm some ideas, contact our Digital Marketing team at Agency Partner. Let’s drive your results together!
Expert Tips For 8 Killer Tips to Improve Your E-Commerce Mobile Browsing Experience
If your e-commerce business isn’t mobile-friendly, you’re missing out on a lot of sales. With 72.9% of people shopping online using a mobile device, it’s essential that your digital storefront is optimized for these mobile devices. Here are Agency Partner’s top 8 tips to help you improve your customers’ mobile browsing experience for maximum sales.
Start with the Search
The product search is where so many conversion journeys truly start, so give it some deep thought. Keep your search bar visible and accessible on every single page leading up to the checkout step. Your search bar also can be used as a navigational tool by incorporating auto-suggestions to guide users through the discovery phase in finding what they want.
Design for Different Devices
We at Agency Partner design and develop for both Apple and Android users, and so should you. Make sure you research the differences between not only phone platforms but also tablet devices; then test your designs for each to optimize every shopper’s experience so that no user ends up feeling left out.
Make Checkout Quick And Simple
Maybe the most important part of a positive e-commerce experience, the checkout process is critical to keep as streamlined as possible. Approximately 35% of digital shoppers in the US decide to not complete their order because of interruptions like having to create an account before even getting to shop the site first. Design your site so it moves at the pace of the user rather than rushing them or causing friction for them.
The checkout process can also be a nerve-wracking one for users unsure about the safety of sharing their personal information. When your user is creating that account (prompted at a more thoughtful stage of the process), show that your company is mindful of security by directly requiring a strong password or offering a variety of payment methods that users commonly trust. Keep the use of those payment methods as native and integrated as possible to also minimize any disruption of the checkout stage.
Offer Multiple Ways for Customers to Reach You
There is any number of reasons your customers may need to contact you, so keep it as easy as possible for them. A clearly displayed ‘Contact Us’ page, a non-intrusive live chat function or chatbot, or an optimized FAQ page can offer a variety of solutions that satisfies the variety of customer preferences.
Don’t Forget Visual Content
Smaller screens can be an issue for many users. Make it easier on them by focusing the text elements on just what is most important and including more relevant visuals. Where text is necessary, make it skimmable with short sentences and bullet-point lists. If possible, use video to highlight product information. Online shoppers nowadays are overwhelmingly more open to purchase when a product page includes a video about the item, especially for mobile shoppers.
Check How Fast Your Site Loads
Want proof that patience is largely a thing of the past in this digital age? The ideal length of time for an e-commerce site to load in 2 seconds. Yep. 2 seconds. A “long” page load time is one of the biggest causes of a high bounce rate; a whopping 40% of users will abandon your site if it takes them 3 or more seconds to access it. Google offers a tool for testing the speed of your page’s load time.
Use Clear Calls to Action
The modern online shopper prefers being directly told what action to take next. Keep them focused and guided by strategizing your calls to action or CTAs throughout your e-commerce site in terms that are relevant to the mobile experience. Keep them concise, direct, and in the brand voice. Consider the visual elements as well like the contrast of colors, the size and shape of buttons, and the readability of text.
Note: While a desktop site may (for example) say “Click here”, it wouldn’t make sense for the mobile site to say the same. Don’t forget to update the UX copy to “Tap here” to reflect how the user is accessing your store.
Use Social Media to Your Site’s Advantage
Shoppable posts are fairly commonplace on Instagram and are growing on other social platforms, too. Meet your customers wherever they are with posts tagged with product visuals and info. Then seamlessly lead them back to the product page on your site to make the purchase in as few steps as possible. These actions can be tracked to also give you insight into what social platforms are most effective and how to offer promos to drive mobile conversions more efficiently.
If you’re looking to improve your e-commerce mobile site, we can help! Our team of experts have a wealth of knowledge and experience when it comes to designing sites that are both visually appealing and functionally sound across multiple devices. Let us help you take your e-commerce business to the next level – contact us today!
Expert Tips For SEO Tips for Ecommerce Businesses: How to Increase Traffic and Grow Your Store
If you’re an eCommerce business, you know that traffic is key. The more people who visit your store, the more sales you’ll make. In this blog post, we’ll discuss some tips for increasing traffic to your eCommerce store. We’ll also talk about how to grow your business and attract new customers. And finally, we’ll recommend ways to improve your SEO and get better rankings in search engines. Thanks for reading!
What is SEO?
To understand how to make our website rank better, we have to have a basic understanding of what SEO is. SEO stands for “Search Engine Optimization”. It is the process of optimizing a website for Google and other search engines. When done correctly, SEO can help your website rank higher in search engine results pages (SERPs), which means more people will see your site and hopefully click through to make a purchase.
How Does Google Find My eCommerce Shop?
As soon as you’ve launched your eCommerce site, Google knows you exist right? Unfortunately, it’s not that easy. Google discovers new websites in a few different ways, but the most common is through links. Google looks for a specific file in your website’s code called an “XML sitemap”. This file contains a list of all the pages on your website.
Googlebot (Google’s web crawling bot) visits websites and looks for links to other websites. When it finds a link, it will follow that link and crawl the website it leads to. This is how Google discovers most of the websites on the internet.
It looks for sites that are linked to other sites, these are called “backlinks”. The more backlinks you have, the better chance your site has of ranking higher in Google.
How Do I Increase Traffic to my eCommerce Shop?
The best and most cost-effective way to bring traffic to your eCommerce shop is through SEO. By optimizing your website for search engines, you can bring in more organic traffic (traffic that comes from people who are searching for information on the web). This type of traffic is highly targeted and has a higher conversion rate than other types of traffic.
If you’re able to rank in Google for search terms related to your products, you’ll likely see a significant increase in traffic to your eCommerce store. In order to rank in Google, you’ll need to employ some basic SEO tactics, such as optimizing your website’s title tag and meta description, publishing high-quality content, and building links from reputable websites.
Best Practices for eCommerce SEO
There are some basic SEO practices you can put in place to make sure your eCommerce shop is as visible as possible in SERPs. Here are a few tips:
-Optimize your website’s title tags and meta descriptions.
When you tell Google to crawl your site, it looks for certain information in your website’s code. This includes the title tag and meta description. The title tag is the text that appears in the search engine results page, while the meta description is the text that appears under the link to your website.
Make sure these two pieces of information are well written and keyword-rich. They should accurately describe your product or the page and include some of your target keywords.
-Publish high-quality content.
Google loves high-quality content. In fact, it’s one of the factors that determine a website’s ranking in search engine results pages. When you publish great content on your website, not only will your visitors love it, but Google will too. And it will give you a chance to add even more keywords to your site! Blogs are an easy way to expand into content, but you can try other ways such as videos, infographics, podcasts, and SlideShares.
-Build links from reputable websites.
Links are still one of the most important factors when it comes to ranking in Google. The more high-quality links you have pointing to your website, the better chance you have of ranking higher. Try to get links from websites that are relevant to your business and have good domain authority. This means that the website has a high trust score with Google and is likely to pass some of that authority on to your website.
-Use keyword research to determine the best keywords for your site.
One of the most important aspects of SEO is using the right keywords. Keywords are the terms and phrases people use when they’re searching for information on the web. By targeting the right keywords, you can attract more traffic to your website.
-Make sure your website is mobile-friendly.
Google has been increasingly focusing on mobile search results in recent years. If your website isn’t mobile-friendly, you’ll likely lose out on traffic from people who are searching on their phones or tablets. If you want your eCommerce shop to rank well in SERPs, make sure it’s responsive and looks good on all devices and browsers.
What are Some SEO Tools I Can Use?
There are lots of SEO tools you can use to make sure your eCommerce shop is SEO-friendly. Here are a few of our favorites:
SEMRush: This tool allows you to spy on your competitors and see what keywords they’re targeting. You can also use it to find out how much traffic those keywords are driving to their websites.
Majestic: This tool helps you measure the quality of the backlinks pointing to your website. It also has a feature that allows you to compare your website to your competitors.
Google Analytics: This tool is free and provides you with a wealth of information about your website’s traffic, including where that traffic is coming from, what pages are being visited, how long people are staying on your site, and where they’re leaving from.
Google Search Console: This tool is also free and helps you track your website’s search engine rankings, optimize your website for search, and find out if there are any problems with your site that Google has detected.
SEO for eCommerce Conclusion
By following these SEO tips, you can help your eCommerce shop rank higher in search engine results pages and drive more traffic to your website. And that means more sales for your business!
If you’re looking for an agency to help with your SEO efforts, contact us today. We would be happy to chat with you about our goals and help you become a successful eCommerce business!
Expert Tips For SEO in 2022: Is It Really Worth Your Time, and Money?
When it comes to digital marketing, SEO is one of the most important strategies you can implement. But is SEO worth the investment? That depends on your business and your goals. If you’re looking to increase traffic and generate more leads, then SEO is definitely worth the investment. However, if you’re not seeing a return on investment, then it might be time to rethink your strategy. In this blog post, we’ll discuss the benefits of SEO and how an agency, like Agency Partner Interactive, can help you achieve your desired results.
What is SEO?
SEO stands for search engine optimization. It’s a process of optimizing your website to rank higher in search engine results pages (SERPs). When someone searches for a term related to your business, you want your website to show up as one of the top results. This is where SEO comes in. By optimizing your website and content, you can improve your ranking and attract more traffic to your website.
SEO is constantly changing as Google updates its algorithm, so it’s important to have an experienced team of professionals who can help you stay ahead of the curve. That’s where Agency Partner comes in. We have years of experience implementing SEO strategies and we stay up-to-date on the latest changes to ensure that your website is always performing at its best.
What are the Benefits of SEO?
There are many benefits of SEO, including:
– Increased traffic: One of the primary benefits of SEO is increased traffic. When you rank higher in SERPs, you’ll get more clicks from people who are looking for information related to your business.
– Increased leads: SEO can also help you generate more leads. By increasing the visibility of your website, you’ll attract more visitors who are interested in what you have to offer.
– Increased ROI: One of the most important benefits of SEO is that it can help you achieve a higher ROI. When done correctly, SEO can provide a significant return on investment, often resulting in more leads and sales at a lower cost than other forms of online marketing.
Is SEO Worth it?
SEO is a long-term investment that can pay off big time. By improving your website’s search engine ranking, you’ll not only increase traffic to your site, but you’ll also generate more leads and sales. An agency partner like Agency Partner Interactive can help you achieve these results by developing an SEO strategy that best suits your business.
If you’re an eCommerce business, like a clothing store, making sure each item up for purchase is properly tagged with the right keywords is essential to your SEO. If you’re a B2B company, creating informative blog posts (like this one!) and optimizing them for search engines can help you attract leads from potential customers.
How Much Should SEO Cost?
SEO should be part of your marketing plan in 2022 and beyond. But how much should you budget for it? That depends on your business and the goals you want to achieve. Generally, expert SEO services cost between $3,000 and $10,000 per month, depending on the scope of the project and your individualized needs. You can find more about this in our blog How Much To Budget for SEO.
SEO can be done by yourself, but it takes a lot of time and effort. If you’re looking for a more comprehensive and effective approach, hiring an agency partner is the way to go. At Agency Partner Interactive, we have years of experience in SEO and can help you achieve your desired results. Agency Partner Interactive can help you develop a comprehensive SEO strategy that will improve your website’s ranking and generate more leads and sales. Contact us today for a free consultation!
Is SEO Different for My Niche?
There’s no one-size-fits-all answer to this question. SEO is different for every business and every niche. What works for a Hollywood news website might not work for a pet store. That’s why it’s important to partner with an agency that understands your specific industry and can create a custom SEO plan that will help you achieve your desired results.
There is no one size fits all for SEO, follow our blogs in the coming weeks as we discuss more tips for different tips of business!
If you have a specific question related to SEO, reach out to us to get contacted with an expert! Agency Partner Interactive is a full-service digital marketing agency that specializes in SEO. We have years of experience helping businesses achieve their online marketing goals, and we can do the same for you.
Is SEO Worth it? – Conclusion
In short, yes – SEO
The bottom line is this: SEO is worth the investment if you want to improve your website’s traffic and generate more leads and sales. An agency partner like Agency Partner Interactive can help you achieve these results by developing a customized SEO strategy that is tailored to your business and niche.Contact us today for a free consultation!
If you’re a business owner, there’s a good chance you’ve heard of TikTok. It’s the latest social media platform to take the world by storm, and it’s estimated that there are nearly 1 billion active users on the app, making it the third-largest social media platform in the world. So, should your business join TikTok? The answer to that question depends on your marketing strategy. If you’re looking for a new way to reach your target audience, TikTok could be a great option. But before you make any decisions, it’s important to understand how the app works and what kind of content performs well on it.
Who is on TikTok?
50% of the audience on TikTok is below the age of 34, with 32% between 10 and 19 years of age. This particular audience has left other more popular social media platforms, like Facebook and Instagram, for TikTok. So, if your business is looking to reach a younger demographic, TikTok could be a great option. However, it’s important to note that the app isn’t just for young people – older users are also active on the platform.
What kind of content performs well on TikTok?
TikTok is all about short videos (usually under 30 seconds) but you can post videos as long as 3 minutes. The best content on the platform is more raw and unpolished as opposed to the content on Instagram and YouTube. This means that you can be more creative with your videos and don’t need to worry about having a perfect production. Some of the most popular types of content on TikTok include:
– Challenges: users love participating in challenges, so consider creating one for your brand.
If you’re considering creating a challenge, a branded hashtag challenge can help your business get more engagement and bring your challenges to a wider audience.
– Skits/Comedies: these are always popular on social media and can be a great way to show off your brand’s personality.
If you create your own skit, make sure to make the sound reuseable. This will allow other TikTok creators to use your sound to make their own videos.
– Product Demos: if you sell a product, demo it on TikTok and see how users react.
– Behind the Scenes: give your followers a sneak peek into what goes on behind the scenes at your business.
TikTok is still relatively new, so there’s a lot of room for experimentation. If you’re unsure about how to use the app, don’t worry – Agency Partner Interactive is always here to help businesses like yours break into new social media platforms.
Should My Business Join TikTok?
There’s no simple answer to this question, as the decision depends on your specific marketing strategy. However, if you’re looking for a new way to reach your target audience, TikTok could be a great option. The app is especially popular with younger users, so if that’s your target demographic, it’s definitely worth considering. But remember, the app isn’t just for young people – older users are also active on TikTok. So, think about who your target audience is and what type of content would resonate with them. If you’re unsure, feel free to reach out to Agency Partner Interactive for help. We’d be happy to give you our expert advice.
What are Some Tips for Creating TikToks?
Like other social media platforms, the trends on TikTok change often. So, it’s important to stay up-to-date on the latest trends and know what types of content are popular with users. You can do this by checking out the “For You” section of the app, which is where TikTok recommends videos based on your interests. Each users’ “For You Page” will be different, but the trends will break through to show on most user’s FYPs.
Tip 1: Post Often
If you’re looking to a breakthrough on TikTok, consistency is key. Users won’t keep following you if you only post once in a blue moon. Try to post at least once a day, and make sure that your content is high quality so that users will want to watch it.
Tip 2: Use Trending Sounds
TikTok sounds are the best way to make sure your content is getting pushed to users’ FYPs. If it’s a music clip, consider using the sound while showing off a product, or your shop. If it’s a comedy sound clip, you can do a fun skit with it.
Tip 3: Interact with Users
One part of TikTok people often overlook is the comment section, if you spotted a video that’s going viral – throw in a comment from your brand! A funny or witty comment and help your page get seen by other tiktokers. Funny comment sections often get reposted to other platforms and is a great way to build more engagement for your brand.
TikTok is Still Growing
As we mentioned earlier, TikTok is still relatively new, so there’s a lot of room for experimentation. If you’re unsure about how to use the app, don’t worry – Agency Partner Interactive is always here to help businesses like yours break into new social media platforms. So, if you’re looking for a new way to reach your target audience, give TikTok a try. You might be surprised at just how engaged your followers can be.
If you’re still not sure if TikTok is the right move for your business, feel free to reach out to us! Our social media experts at Agency Partner Interactive would love to chat with you about how we could help get you started on this growing app!
When it comes to online advertising, Amazon is a major player. In fact, Amazon is now the third-largest digital ad platform in the United States, behind only Google and Facebook. That’s a pretty impressive feat for a company that started out as an online retailer! If you’re looking to start advertising on Amazon, or are just curious about how it all works, read on. In this article, we’ll discuss the basics of Amazon advertising and outline how you can get started.
Who can advertise on Amazon?
If you have an Amazon storefront, you can advertise on Amazon! This includes sellers who use Amazon to fulfill orders (Fulfilled by Amazon, or FBA) and those who sell through the Amazon Marketplace. Setting up ads for your products is a great way to get your ads in front of the right audience. Running an ad places your product in a high-visibility spot, such as the first shopping result page.
What types of advertising are available?
There are three main types of advertising that you can use for your Amazon products.
This type of ad targets customers who are already looking for products like yours. When someone searches for a product on Amazon, your ad may appear next to the search results. If a customer clicks on an ad, they’re directed to the corresponding product page. Sponsored product advertising is available to professional sellers and vendors.
If you’re looking to promote a specific product, this is a great ad to use! Sponsored Product ads help to increase sales and attract traffic to specific product pages.
Sponsored Display Ads:
Product display ads help you engage customers who have shown an interest in your in categories similar to your products or have viewed your product pages but did not purchase. This kind of Amazon ad shows ads on and off Amazon.
If you’re getting a lot of clicks on your product page but not a lot of purchases, consider using this kind of advertisement to keep your product at the forefront of people’s minds. Sponsored display ads are only available to vendors and sellers registered in the Amazon Brand Registry.
Sponsored brands allow you to highlight multiple products at the same time, along with your logo and a headline. Using this type of ad, shoppers are directed from your ad to a selection of products or to your brand’s store. This allows you to boost brand awareness and increase sales across all your products.
If you’re wanting to gain more credibility for your brand and you have a catalog of similar products, this is a great ad to use! Sponsored brand ads are available to vendors and sellers registered in the Amazon Brand Registry.
How Do I Pick a Budget?
Now that you’ve decided what and how you want to advertise, it’s time to set a budget for your ads. On Amazon, you pick a daily spend that you want Amazon to use. Every time someone searches for one of your keywords, all the ads Amazon bid for placement. You only pay when someone clicks on your ad, the higher the budget the more clicks you’ll likely get.
Keep in mind that your budget should be based on your goals for the campaign and what you’re hoping to achieve. If you’re unsure of how much to spend give Agency Partner a call and our experts can consult you in your Amazon advertising!
How do I get started?
Advertising on Amazon can be a little tricky, but following these steps will help you set up your first ad. First, log in to your seller account and click the “Campaign Manager” tab at the top of the page. This will take you to an advertising dashboard where you can create ads, manage your budgets, and measure the performance of your campaigns.
Next, you’ll need to create a campaign. Give your campaign a name and choose the products that you want to advertise. You can then decide on your budget, how long you want the campaign to run for, and what type of ad you’d like to use. After that, you’ll need to create an ad. This is where you’ll input the details of your campaign, such as your headline, description, and product images.
You can also target specific customers by choosing keywords and interests that you want your ad to match. Amazon will then place your ad in front of people who are most likely to be interested in your products.
How do I know if my Amazon Ads are successful?
Once your ad is live, you can monitor its performance with the “Reports” tab. Reports show how much money your ads have made, the number of clicks and your ad spend. You can use this information to make adjustments to your campaign and improve results over time. If you’re just getting started with advertising on Amazon, you might want to consider using an Amazon advertising agency, like Agency Partner Interactive to help you get the most out of your campaigns.
What’s the Best Way to run Ads on Amazon?
The best way to guarantee results and start making good sales is to partner with an Amazon agency, like Agency Partner Interactive. With over 10 years of experience in the marketing and advertising industry and a team of experts who are dedicated to your success, we can help you reach more customers and increase your revenue by creating effective advertising campaigns that get results.
Ready to Promote Your Brand with Amazon Ads?
If you’re looking to increase sales and brand awareness, Amazon advertising is a great way to do it. With Agency Partner Interactive, you can create effective campaigns that will reach more customers and help boost your bottom line. Contact us today for a free consultation!
No matter the size of your business, it’s always important to make sure you’re using all the tools at your disposal to attract customers. One of the most effective ways to do this is through PPC advertising. But if you’re not seeing the results you want, don’t worry – there are definitely ways to improve your performance! In this post, we’ll outline some tips for boosting your PPC campaigns.
Set a clear goal
Unless you know where you’re going, it’s hard to know how to get there. Make sure you’ve set clear, measurable goals in order to strategically and effectively optimize your PPC campaigns. Depending on the intended impact, some PPC goals to set could be:
Getting traffic to your website
Gaining subscribers or downloads
Always keep your goals realistic, too. Success can be very motivating, but only if it’s actually achievable!
Strategize using high-performance keywords
Finding the right keywords can make or break any campaign, including PPC, and the most important keywords have a high CTR or ‘click-through rate.’ Thoroughly check their performance on SEO (Search Engine Optimization) platforms like SEMrush or Moz.
Bonus tip: Maybe your users live in a different part of the world than where you’re based. A VPN can help you reroute your searches to include the right regions for your needs.
Boost the quality of your keyword score
Loading your campaigns with all the keywords you possibly can may seem like a good idea… but unfortunately, it’s not. ‘Keyword stuffing’ as it’s known is prioritizing quantity over quality. Refine what you include to reach a better, more targeted audience to make your efforts efficient.
Consider if your ad copy truly supports the keyword objective and clearly speaks to your customer’s pain points.
Combine Similar Conversion Events Into A Single One
If multiple PPC events can be combined into one, you’re both streamlining the process AND refining machine learning. Whichever PPC platforms you’re using will be much better equipped for delivering your ads at higher optimization. More singular data for conversion = better conversion results.
Add Google ad extensions
Attach additional company or product info with ad extensions to help searching users learn more about you.
Manual ad extensions can be customized with site links, your location, reviews, contact info, etc.
Automated ad extensions work, well, automatically and can dynamically include previous visits, consumer and seller ratings, structured snippets, etc.
Create a list of negative keywords
Negative keywords are a good thing to have, we promise! Say you are selling ‘brand new’ TVs, so you wouldn’t want your ads to show up as a result for someone searching for ‘refurbished’ TVs. This list helps keep your PPC targeted to your most relevant click and conversion opportunities, thus further maximizing your campaign budget.
Take advantage of remarketing
Instead of looking at a high bounce rate as defeat or frustration, look at it as an opportunity. This is just a sign to implement remarketing tools which send a follow-up ad via cookies to potential customers who have already looked at your site or product. It’s a very cost-effective option that has a proven history of higher ROI (return on investment).
Some ideas might be
Try A/B testing on lead magnets
Promote to users based on YouTube usage
Utilize your CRM
Boost your ad copy engagement
All the remarketing in the world won’t do much unless it’s in support of a solid campaign message. Take another hard look at your ad copy. Is it…
Considering character limits, make the most of your available space with a clear, direct copy about what you do and what it can do for the user.
Does the copy reflect the audience segment you’re retargeting? Does it match its attached landing page?
This is the perfect place for high impact, motivating words like ‘discover’, ‘exclusive’, ‘limited’, ‘instant’
coupled with a strong, clear CTA (call to action)?
Tell the user exactly what you want them to do next. ’Shop Now!’ ‘Get 1 Month Free’ ‘Learn More’
Avoid remarketing too frequently
When setting your remarketing ad frequency, be aware of what you set the amount to. If it’s too often or for too long a timeframe, you run the risk of irritating those potential customers. Keep in mind that these remarketing campaigns cannot account for users who follow through offline, like if your CTA is to call your business for an appointment.
With so many factors to consider in optimizing your remarketing campaigns, Agency Partner is ready to help you through every step. Give us a call today for a consultation!
Expert Tips For All About UX Writing: The Complete Guide
User Experience writing is a little-known but very important aspect of web design. If users can’t easily find what they’re looking for or don’t understand how to navigate your site, they’ll leave – and you’ll risk losing potential customers.
Despite its importance, many small business owners are unsure of what user experience writing is or how to go about incorporating it into their website. This comprehensive guide will introduce you to the basics of UX writing and show you how to apply it to your own website. With just a few simple changes, you’ll be able to create engaging and user-friendly interfaces that keep your customers coming back for more!
What is UX Writing?
Let’s start off really simple.
Fundamentally, UX stands for User Experience and is the crux of the whole UX design process.
UX design is all about the creation and, well, design of a great user experience with a digital product – UX writing serves the same purpose, but instead achieves it with words!
A UX writer is in charge of planning and composing microcopy for sites, apps, and other digital interfaces to help direct users through theproductand have a great time doing it.
The two elements, writing, and design depend on collaboration with each other to achieve their goal of, you guessed it, a great user experience.
What is Microcopy?
The term “microcopy” refers to the bite-sized bits of writing you see all around sites and apps and products. They help a user understand how to navigate an interface, provide information on a situation, direct a user on what to do next, speak to potential user issues, and help express and convey the overall identity of who your brand is, what the product is, and how you do business.
What does a UX Writer do?
A UX writer writes the copy for a product’s interface to guide users on how to use that product. Commonly, UX writers are in charge of writing almost any interaction a user has with the product, such as:
In some situations, a UX writer is also referred to as a content strategist, though a content strategist is not necessarily a UX writer. While content strategists typically focus on more overarching layouts of information and UX writing is all about concise details, there is an impressive amount of overlap in the skills both require to do the respective job well.
Why does good UX writing matter?
The growth of UX writing has been begun exploding in the past couple of years thanks to recent hard evidence from studies proving how remarkably effective it can be.
A popular example is of a study showing a hotel booking site changing its microcopy from “Book a room” (too decided-sounding and like a commitment, users explained) to “Check availability” (much more approachable and less committed). The site’s engagement jumped by a full 17% with just this one simple change in UX language.
What makes good UX writing?
Good UX writing follows some simple but distinct principles.
Use simple, familiar terms
Write in an active voice
Keep text and characters minimal
Be clear, direct, and concise
Speak the user’s language (if your audience is of a particular nationality or of a certain generational demographic, speak in a way that that particular audience will understand)
Maintain consistent terminology
Always prioritize empathy for your users
Funnily enough, the less a user notices UX writing, the better the UX was written.
Is UX writing the same as copywriting?
Well, not quite. Simplistically, the biggest difference between the two is marketing: copywriting is marketing while UX writing is anything but marketing. Yes, UX writers write copy, but the purpose of their copy is to help users use a product rather than to sell that product to the user.
What skills do you need as a UX writer?
Effective UX writers tend to put these skills to use most in their job
Considering the bulk of the task is based on verbal problem solving, we’d say it’s definitely creative. if you know how to do it well! It might not call for flowery language, but imagining user scenarios and journeys and how you might help solve the problem before it’s an actual problem for a real user AND solving it all with just language? A role like UX writer is definitely all about creating ways to make a product interface simple and joyous to use!
UX writing can be a tricky and highly nuanced skill, but with some time and effort, you can be writing engaging copy to help improve your users’ experience with your digital product. Short on time or effort? Let the team at Agency Partner take over the task for you! Contact us today to get started.
Expert Tips For API Vulnerabilities and How to Protect Them Part 1
Cybersecurity has never been more critical. In the last several years, APIs have taken center stage for modern stakeholders dependent upon qualities like productivity, reliability, and programming among others. So many of these things modestly exist under the radar of attention-grabbing, leaving them prone to at risk for attack by bad actors. To help you gain a better understanding of what to look for in keeping your site’s APIs protected, here’s a breakdown of the most common types of attacks and what you can do to prevent them.
What Is An API
API stands for Application Programming Interface, a collection of tools used by web developers and programmers to build new ‘middle man’ software that sends information for a task between a site or app and its user. A site or app’s API(s) is like a car’s engine. APIs can also act as layers of security, too, which we’ll be focusing on here.
Why APIs Are A Big Concern
Why does API security matter so much? Well, sometimes that information transfer includes sensitive data, especially when dealing with business APIs, about the customer, user, or even the business itself. Thus keeping the APIs safe and secure helps prevent those interfaces from becoming compromised in any way.
Typical API Security Risks
The biggest causes for concern when it comes to the risk of API security are
sensitive data exposure
rate-limiting and lack of resources
The implications of these and other risks are huge.
Exposure to DDoS Attacks
This type of attack, a Distributed Denial of Service, generally is led by a network of bots to overload a target with artificial traffic. This prevents genuine users from accessing the site, rendering the site inoperable, and so it typically results in damaged brand reputation and loss of customers and sales.
A parameters attack focuses on the URL field, manipulating the site target without the user’s knowledge or consent. This can involve data like a user’s credentials, product information, etc. Because URLs often follow a pattern, they are popular aims for attackers.
Broken Object-Level Authorization
broken object-level authorization or BOLA means the application did not actually verify the user has the necessary approval to access an asset of another user. Nearly every single company has an API at risk of BOLA.
Insufficient Monitoring and Logging
When lacking information logs or lacking the right context, format, storage, etc, a company’s APIs can therefore also lack the resources to detect a break in security. If these logs aren’t backed up, intruders can erase the logs, essentially covering up both their tracks and their identities. This is especially dangerous for the financial and medical sectors.
How to Protect Against API Security Issues
In order to know the “how”, you first have to know the “what” – What API vulnerabilities are you or your company most prone to? No easy question to answer, especially as a company grows and integrates more and more APIs. A good first step is using an Extended Detection and Response (XDR). It’s specially designed to check for security flaws and support proper authentication.
Use Access Tokens
Using tokens is always a good idea when it comes to securing APIs. They allow sharing of information without necessarily having to share credentials, too. The tokens are always confidential.
This is the foundation of securing APIs from attacks. Agency Partner recommends you use TLS or Transport Layer Security to scramble any and all data, especially the uniquely identifying kind. It’s also important that valid identifications be required so that only approved handlers have access to said critical data.
Consider this your VIP list. Only specific IP addresses are granted access to the network. This is very helpful in preventing any unauthorized entry that can affect APIs within a particular private network. Whitelisting tends to work best in centrally administered locations that typically deal with a steady task load. This system can take effect in as little as 24 hours, and If any attack does happen, you can be sure that it came from within.
API security issues are a real and present danger to businesses of all sizes. By understanding the vulnerabilities that exist and taking steps to mitigate them, you can protect your business and its data. Agency Partner is here to help you do just that. We have the expertise and tools necessary to secure your site or app APIs against attack, so contact us today for a consultation!
Expert Tips For 22 Ways to Increase Website Traffic
It’s totally normal for web traffic to be down during the holidays, but maybe you’ve noticed traffic to your site hasn’t picked up again yet as we get further into the start of the new year. Perhaps it’s time to shake things up a little! We here at Agency Partner have put together our top 22 ways and strategies to increase website traffic to get your analytics back on track for 2022!
1. Leverage on-page SEO
It’s never too late to optimize for SEO. This is a great way to increase site traffic without spending a dime. Meta tags, internal links, alt texts, descriptions, readability – all simple opportunities for higher ranking on SERPs to boost traffic
2. Cross-promote across social media account channels
Your business has at least one social media channel, right? (…right??) Why not use it to promote the latest blog post on your site to naturally drive traffic? Do the same with your email newsletters? Draw attention by featuring an element of your site as a teaser on your socials that pays off for the user when they follow the link for the full article or freebie exclusively found on your site!
3. Long-tail keywords
Another facet of SEO, long-tail keywords are the more specific phrases (keywords of 3 or more words) users use as they narrow down what they’re searching for. They account for a big chunk of web searches, so it’s highly useful to know how to wield their highly targeted power.
4. Influencer marketing
Influencer marketing used to be all about the accounts with hundreds of thousands if not millions of followers. Now we’re seeing the power of micro-and nano-influencers and their hyper-targeted audience. Use that to your advantage with partnerships of features, promotions, and networking.
5. Guest post on blogs
Help establish you and your brand’s site as an authority by guest posting on other sites about your particular area of expertise. Pitch your content ideas for a feature to both drive free referral traffic and strengthen your position in the market!
6. Clear out non-performing content
Audit your own site for content that may now be out of date or from early on where your quality or style was still in development. Take the chance to update and revamp it. What’s old is new (and improved) again!
7. Consider PPC
No shame in Pay Per Click advertising! It’s the fastest route to results, and, exactly as the name suggests, you only pay for the ad whenever a user clicks on it!
8. Have guests post on your blog
What a great opportunity for some more cross-promotion on this two-way street with creators in similar niches or with audiences relevant to you both!
9. Email blasts
Email marketing has been around for decades already, and it’s still as powerful as ever to direct traffic to your site with mailing list blasts and automated newsletters about new services or products or blog content features. Just be careful not to overdo it.
10. Build up your online reviews
Social proof is more powerful than you probably think. Give casual users every reason to click on links to products and services on your site by building up online reviews!
11. Sign up for Google Trends (aka stay relevant!)
Focusing your content on what’s being talked about Right. Now. is such a simple, efficient tactic to reach audiences. If you’ve done the work for optimizing SEO already, too, a traffic increase is all but guaranteed.
12. Look at competitors
Get inspiration by seeing what’s working for your competitors – then put your own spin on it!
13. Link build internally
The longer you can keep your users on your site, the more useful you are to your users and the more SEO will naturally favor you. Look for opportunities in your content to reference your past relevant content via internal links.
14. Ensure device responsiveness
With mobile device access only continuing to trend upward over desktop access, do not make the mistake of devaluing the responsiveness of your site across all devices. Doing so is essentially telling your users to go elsewhere.
15. Listen to your analytics data
It’s one thing to know what analytics categories are and that they’re important; it’s another to know how to interpret them. Analytics telling you you have a load time of 4.3 seconds can tell you that your site needs streamlining and that it’s probably too slow a speed to satisfy your visitors’ patience. High bounce rate? Look more critically at your content quality. That’s a ton of valuable info about possible traffic drivers right there!
16. Write how people read
Speaking of high bounce rates, always remember that people typically don’t read on the internet – they skim. If your content is full of big blocks of text, you likely won’t reach your user in a productive way. Keep your site easily readable.
17. Use push notifications
Especially useful if you’re a business with a product or service to sell, look into setting up push notifications for your site whenever you have a new feature or sale. Just like with email marketing, though, keep aware of how much is too much for your users.
18. Don’t forget about Pinterest
People don’t intuitively think of Pinterest as a search engine, but that’s exactly what it is at heart! Do your keyword research for how to caption your pins and create interesting boards featuring your unique content. If your audience demographic is there, you should be there, too.
19. Appreciate the power of H1 tags
If your content tends to run on the long side, H1 tags are your best friend. They help make your site easier for search engine crawlers to understand the focus of your content, thus helping to boost your SERP ranking and making it easier for your site to be found in searches!
20. Add social share buttons to your site
Include social share buttons wherever they naturally fit under products or at the top or bottom of blog posts etc. The easier it is for your content to be shared, the more likely the user will help to drive traffic for you.
21. Retargeting ads
Remind the user of the items they left in their cart on your site as they navigate around the internet. Maybe they just need a gentle reminder to come back for them!
22. Create a content schedule
It’s so much easier to drive organic traffic when your audience knows when to expect a reason to revisit. Set a realistic content schedule for your output and stick to it!
These ideas will certainly help but know that success takes patience. The change will happen as you implement it wisely and stay consistent with it. It can feel like an overwhelming process as a business owner, and API’s digital marketing and development teams are here to help manage the load for you. Contact us today for a consultation!
Expert Tips For What is UI design? What is UX design? UI vs UX: What’s the difference
As a small business, it’s important to stay up to date on the latest trends in design for your company app and website. But what’s the difference between UI and UX design? What do these terms even mean? Let’s take a look at the details of each term and how they can benefit your business!
First things first…
What is UI Design?
User interface (UI) design is the methods and elements with which designers construct interfaces. It is all about the looks, style, and function of a product’s display. This focus on aesthetics includes the interaction between the user and icons, typography, buttons, colors, and beyond.
Spotify’s pulldown animation
Starbucks’ color scheme usage
Domino’s’ order progress tracker
Duolingo’s consistent dashboard
What is UX Design?
User experience (UX) is all about what it’s like for the user when they interact with a product’s interface. The experience design is the method of designing how a product is integrated including respects to usability, branding, and function in a meaningful way.
Both UI and UX are highly related design approaches but with very distinct nuances. UI design focuses on the visual and graphic aspects of design and the overall induced feeling. But UI design without consideration for complementary UX design and vice versa, however, will result in nothing but a bad experience for the user.
All UX designers know that the user’s experience is king and focus on the technical aspects. The ironic part? The most telltale sign of good UX design is that the good UX design goes completely unnoticed by the user. A conducive partnership between the two practices is what wins a user’s trust and engagement.
What’s the Difference Between UI and UX?
Here is where all the nuance we mentioned earlier comes into play.
At the heart of it, UI is a single piece of the user’s process, while UX is anything that affects the user’s process.
UI encompasses all the details that allow a user to engage with a site or app’s interface, while UX is the ultimate experience that user has with said site or app’s interface.
UI is the aesthetic and look, while UX is the feel.
How Does Good UI/UX Benefit Businesses?
The ultimate objective of every business is to make sales and grow the business. Strong UI/UX design can affect a business’ online presence and thus impact the success of the business itself in reaching those objectives.
Improve your layout, menus, and navigation to harmoniously encourage ease of engagement with your site or app. A smooth flow of interaction will help support conversion rates which leads to increased revenue.
Understand what features are important to your users and what they dislike. A UI/UX design experience that matches a user’s expectations and preferences will inherently help establish a positive association with your brand in their mind.
Good UI/UX easily attracts customers and supports their retention, meaning the business stays both competitive and lucrative. A satisfied user leads to a satisfied customer!
Achieving good UI/UX can be tricky – it’s a balance of art and science that takes into account user feedback as well as analytical data. That’s why it’s so important to partner with an experienced web design agency like Agency Partner Interactive who understands the ins and outs of the entire development process for your business’ next design project!
Not seeing the results you want from your landing pages? With so much to consider in a marketing strategy, it’s easy to overlook an element that just might be what’s holding you back from maximizing your conversions. Agency Partner’s put together some tips on how to optimize your landing pages in 2022!
What is a landing page
In a tiny nutshell, landing pages are all about serving one single purpose (conversion) led by one single action driver (a call-to-action) all focused on one single offer (selling a product, signing up for a newsletter, redeeming an e-book). Simple enough!
Keep Your Landing Page Focused Users need to focus only on one thing here – your page’s purpose. Keep the number of actions on the page to a minimum. Try minimizing or entirely not including any further site navigation or unnecessary form questions. Any distractions can hurt your chances of a user’s conversion.
Make Your Offer Clear and Direct The modern consumer does not have time to search and piece together what your offer is. S-p-e-l-l it out for them. Make sure all of your text content supports that singular message and creates a stress-free user experience.
Analyze Your Page’s Layout, Design, and Content
Consider Visual Elements
One of the most important factors of digital design is scanability. Use the contrast of colors to highlight your buttons, your call to action, your headlines to make those key elementsstand out to your user in a single glance.
Test different headlines and copy
In a visual-obsessed world, words still carry a lot of power. When you’re writing, are you considering your user and the way people consume information online today?
Text needs to be concise and scannable rather than in big blocks.
Keep your language simple, clear, and appropriate for your target audience
Lists, be it bullet point or numbered, are an excellent tool for readable formatting.
Think also about the approach and technique of your writing. Marketing is all about the buying and selling of emotion, so what emotion do you want your users to feel when they’re reading your page? Make sure your writing clearly reflects that.
Keep the important parts above the fold.
Remember physical newspapers? “Above the fold” comes from placing the headlines and top stories most likely to grab attention all on the top of the first page.
Think of what your landing page shows when it opens up and before any scrolling from the user. It’s the same principle! Put all your most important and attention-grabbing elements right up at the top. Above the fold = Before the scroll
Bonus Tip: Scroll maps like Hotjar can help you quickly view formatting across devices and even give you insight into where users hover most on your page!
Show Your Credibility Consider including elements that reassure the user they’re not about to get duped by a scam. Third-party reviews, customer ratings, partner logos, and client testimonials are an excellent tools for this. Just don’t forget to convert any third-party element to run natively on your page!
Test Compatibility Across Multiple Devices
Check your analytics to see how your users are viewing your page. Considering how high the rate of mobile viewing is, odds are you’ll want to check that your site translates well to mobile devices. Then consider the difference between viewing on an iOS versus an Android. A user will quickly lose interest in your page if it’s not UX-friendly on their preferred device.
Consider Your Page’s Load Time
Is your bounce rate higher than you’d like? Take a look at your landing page’s loading time. A page that takes longer than approximately 3 seconds to load typically sees dramatic drops in user engagement, no matter how good the page is. Nobody’s got time for that.
A simple way to increase load time is by simplifying your page, be it minimizing the amount of graphics or reformatting any video content, or editing down the text content. The less your site host has to handle, the faster it can share your message, the happier your users, the better your conversions.
Maximize SEO Search engines can be very particular about what they prefer with tons of rules and best practices to consider. It’s largely up to you to convince Google, Bing, etc. that your page provides value to their users. Keyword research is the most popular method of appeasing the SEO gods; so be sure to invest some time into ensuring you’re targeting the right market and using language that allows you to reach that audience from an angle that lets you stand out!
And most importantly…
A/B Test EVERYTHING!
A/B testing is arguably the key to mastering landing page optimization. The more tests you run, the greater data you have in understanding what truly works for your landing page, from graphics to CTA to layout. It’s a constant task that requires you to only change one element at a time for comparison. Otherwise, the source of the impact on conversion can be tough to determine.
Landing pages can be a key part of any digital marketing strategy, and they can be tricky to get right. That’s where our team at Agency Partner comes in! We’ve been optimizing landing pages for years and know what works (and what doesn’t). If you want help getting your landing pageright, contact us for a consultation today!
Expert Tips For What Is a Landing Page? Landing Pages Explained
Whether it’s brand-spankin’ new, redone, overhauled, or just touched up, every page of your website development has to have a clear purpose. The About page, the Homepage, the Search, and the Contact page- all pretty straightforward in their function. But what about a Landing page?
What Is a Landing Page?
A landing page also called a “lead capture page,” is a single web page that appears online when someone clicks your link. That link may appear in a banner ad, a marketing email, a SERPs result, or a social media post, to name just a few. It’s designed to collect digital information from website visitors, such as email addresses and other personal information, or to help convert site visitors into leads. Landing pages help you build an online following, a contact list, and even greater sales—positively vital for any modern business.
Why Do I Need a Landing Page?
In the marketing funnel, the conversion happens once that link is clicked within the ad or email. Maybe it’s where the visitor decides to download that eBook they saw advertised or sign up for a free trial! A landing page should feature these elements:
It’s all centered around promoting one singular macro conversion and communicating the benefits of following the CTA. This hyper-focus should keep your objective clear and your visitor, well, focused on following through with that objective.
Can Any Page Be a Landing Page?
The answer is yes and no. There are two primary types of landing pages: referential and transactional.
Referential is all about giving relevant information to the visitor. The goal here is to keep the visitor as focused as possible on the specific message by conveniently providing all necessary info to convert that visitor into following your CTA.
This is a page where the visitor must first fill out an info form (like e-mail capture for a mailing list, for example) to receive a discount code or access to download that e-book. Capture as much information about the visitor as possible, but be cognizant of how much is too much to your visitors!
While any page on your website can technically act as a landing page, it depends on how singularly concentrated the content, and the CTA of that page is. Often but certainly not always, a landing page offers no further website navigation. It can be very convenient and cost-effective to customize a single page rather than invest in building out an entire website. (Psst…Agency Partner can help with both!)
A landing page can arguably also still have some supplementary content. For example, your main navigation could house several subpages that are highly relevant to the primary topic of the landing page. This would require the user to stay on this single URL for extended periods to access all related content. However, make sure these subpages contain information only relevant to that value proposition, primary message, and simple CTA!
What Does a Landing Page Look Like?
Landing pages, be it referential or transactional, typically include some combination of the following:
A headline: This is all about your offer’s top-selling point – make sure it grabs attention!
A subheading: Add a bit of extra supporting information below your headline.
Copy: Tell your visitor all the details about what you’re offering and why they need it. Keep this information easily digestible – bullet point lists are a great option to include here!
A lead form: Key to the transactional landing page, this form collects contact information from your visitors.
CTA: Make it clear what you want your visitor to do next – “Buy Now,” “Read More.”
Permission checkbox: While not required everywhere, it’s a safe assumption that any contact sent to your visitors who fill out the lead form (think marketing emails) will require their indicated permission. Always get consent first!
Other features to consider
Comparisons: Need to convey what makes your product or offer different? Create comparison tables to highlight the exact features you have over your competitors.
Testimonials: Stats prove that testimonials rank around 90% in content effectiveness. Let your customers share their stories with you to help build trust and credibility.
Video: Video is the most engaging format these days. If suitable for reaching your target customer, embed a native video onto your page.
Peloton made lemons out of lemonade in a big hurry after it got some negative attention during the “Sex and the City” spinoff “And Just Like That…”
A brief ad that clocks in at less than a minute was quickly thrown together featuring Mr. Big actor Chris Noth narrated by Ryan Reynolds that seemingly pivoted the attention the brand was getting from the show and refocused it into a now-viral video.
[Spoiler Alert for “And Just Like That…”]
The first episode of the series sees Mr. Big suffer a fatal heart attack following a rigorous workout on his Peloton bike led by real-life Peloton instructor Jess King. After that fateful moment, the company saw its stock drop as people mourned the loss of the fan-favorite character and jokingly or not blamed his Peloton workout.
Mere days after the premiere and the ensuing fallout for Peloton, it was able to work with Ryan Reynolds’ Maximum Effort brand to get the viral ad out that features Noth alive and well on a romantic getaway with King as they express the health benefits of cardiovascular exercise provided by Peloton.
Speaking to Fox Business, a representative for Peloton noted that it had no formal product placement agreement with the HBO Max series. Instead, it was viewed by the company as a casting opportunity for one of its instructors. It didn’t even foot the bill for the bike that was used in the scene.
In addition, the company noted that there was nothing in the works prior to the episode premiering. Instead, it was able to swiftly work with Reynolds’ Maximum Effort agency, which recently acquired MNTN and its new Creative-As-A-Subscription service, which Peloton was an early supporter of. As a result, the lines of communication were already in place and both companies were able to be nimble and get the reactionary ad up quickly.
“Together, we created a video to reinforce the important health narrative that Peloton and cardiovascular exercise are good for you, and help millions of real people lead long, happy and healthy lives,” the company’s statement reads.
This is in keeping with information that Reynolds gave to The Hollywood Reporter in which he noted that he was able to get Noth on board quickly while Peloton and Maximum Effort got the ball rolling on the commercial.
“Chris was in right away but it was a whirlwind. For all of us. I certainly helped secure Chris but Maximum Effort has built itself on challenges like these so, while never ever easy, the secret is practice and not losing heart when challenges inevitably occur.”
The response to the ad has been overwhelming. While “And Just Like That…” delivered HBO Max’s strongest series debut ever, according to Deadline, Peloton has been able to dominate the conversation surrounding its product and the episode. The new ad has been viewed more than 3 million times since its debut Sunday evening, according to Newsweek.
“The response has been great,” Reynolds added. “It’s been really satisfying to work so hard so quickly towards something which is this much fun and have it work out. I think people like to see the spirit of Maximum Effort — that we want to have fun and bring people together but not ever at anyone’s expense.”
According to Adam Rizzieri, co-founder and Chief Marketing Officer with Agency Partner Interactive, the swiftness with which the ad was able to capitalize on the conversation surrounding Peloton was key. Although the heat on the company was negative thanks to the show, he thinks the ad was a big, positive chess move for the company.
“The drastic fall of Peloton’s value seemed to be a perfect visualization of Mr. Big’s death – they both fell unexpectedly and rapidly,” he told Fox Business. “But some great marketing is playfully turning an on-screen loss into a win. As we approach the peak of holiday shopping I think this could be extremely timely for Peloton relative to its competitors. At this stage in the game, it’s all about brand awareness, pricing, and fulfillment.”
Rizzieri concluded: “In just 38 seconds, Peloton tees up holiday purchasing ahead of New Year’s resolution season, complete with a toast from “Mr. Big” stating, “to new beginnings.”
Many Twitter users — even some of the most vocal critics of founder and outgoing CEO Jack Dorsey — are worried about just how “free” their speech will remain once Parag Agrawal takes the helm of the microblogging behemoth.
Dorsey on Monday announced he was stepping down immediately and would be succeeded by Agrawal, the company’s chief technology officer. The news almost immediately sparked concern among social media experts who sounded alarm bells about the potential for more onerous and widespread censorship and speech crackdowns under the new regime.
“He isn’t a guy who cares about the First Amendment or the Constitution,” digital marketing expert Adam Rizzieri said.
Agrawal certainly hasn’t done himself any favors given previous statements like his Nov. 2020 boast: “Our role is not to be bound by the First Amendment … focus[ing] less on thinking about free speech, but thinking about how the times have changed.”
Agrawal, who first joined the company in 2011 as an advertising engineer, wasted no time after taking over, rolling out a new policy that almost assuredly will limit speech on the platform.
Just one day after Agrawal stepped in as the new boss, Twitter announced a ban on sharing images or videos of private individuals without their consent.
Twitter outlined the new “private information” policy in a vague — but concerning — blog post.
“When we are notified by individuals depicted, or by an authorized representative, that they did not consent to having their private image or video shared, we will remove it,” the company explained. “This policy is not applicable to media featuring public figures or individuals when media and accompanying Tweet text are shared in the public interest or add value to public discourse.”
Rizzieri swiftly speculated that the new policy potentially spells the end of the many viral memes — especially if they’re conservative — that would likely be banned from the platform under the new policy. He also worried about how the change could lead to additional censorship of important issues such as elections or public health.
“If that conversation isn’t allowed to flow freely, it’s a problem,” he said. “It’s going to make Twitter even less competitive than they already are.”
Andrew Selepak, a social media professor at the University of Florida, said the new policy announcement may actually have been timed to take some of the focus off Agrawal as he settles in.
“The timing of it takes attention off of him and puts it on the platform,” he said. “It could have been purposefully timed.”
Selepak noted that Facebook has used similar distraction tactics when in the hot seat. Whenever the media was deep into a news cycle about Facebook’s potential role in the Jan. 6 Capitol breach or privacy issues that may threaten users’ data and anonymity, he said the company has tried to change the focus.
The most recent such shift, amid a “whistleblower’s” testimony to Congress, was Facebook’s shift toward the “metaverse” — an idea of what the “new” internet would look like.
But Selepak pointed out that if the new Twitter policy is applied fairly and judiciously and can be used to prevent people from being “doxed,” or exposed maliciously, it will have “tremendous value.”
But he said questions such as “who” it will protect and “how” the policy will be used, still don’t have clear answers.
Ultimately, he said it will be Agrawal who will be the one answering why “one person is protected from being doxed and another person isn’t protected.”
Overall, Rizzieri doesn’t expect too much of a change due to the switch from Dorsey to Agrawal.
“Dorsey leaving Twitter has been a long time coming,” he said. “It’s not actually a big change here just because this CTO really is kind of Dorsey’s bobble head.”
He doesn’t foresee Agrawal bringing forth innovative ideas that will provide a better experience for users or strengthen the growth of the company from a business standpoint.
“I don’t think he will do anything positive for the company,” Rizzieri said. “I don’t see growth with its current structure.”
Considering Twitter is mostly an “echo chamber for liberal elitists” and conservatives who do use the platform already “expect to be attacked,” he doesn’t believe much will change under Agrawal’s leadership.
Rizzieri said the fact that Dorsey showered his successor with a glowing endorsement and highlighted his involvement in the company over the past decade indicates that the new face is merely a “puppet for Twitter’s establishment leadership.”
Selepak also agrees that Agrawal’s unanimous support from Twitter’s board of directors and praise from Dorsey should be “taken with a grain of salt.”
“The decision was made not to hire a business person to run the company,” he said. “The person in charge of the company is an engineer.”
He pointed out that Agrawal brings the perspective of “how can we make this platform work better?” to the table and hasn’t been forced to figure out how to make the company profitable or how to navigate a PR crisis.
“There’s going to be a lot more scrutiny on him and what he has said in the past and what decisions are made,” Selepak said.
Rizzieri also found it interesting that Twitter gave Agrawal the nod for the top job.
Typically, if a company wants to implement change and innovate, he said they tend to bring in an outside person to take charge — not someone who has been employed by the company for a decade.
With Twitter execs touting Agrawal’s involvement in “every critical decision Twitter has made,” Rizzieri said it is important to take a close look at the outcomes of those decisions.
He pointed out that Agrawal was around for the company’s decision to ban former President Donald Trump from Twitter while allowing terrorist organizations like the Taliban to have an active presence and also was a key leader when Twitter was determining what posts are considered “misinformation.”
And despite complaints of conservative voices being silenced under Dorsey’s leadership, Dorsey did openly promote free speech. When confronted by lawmakers, he was more apt to fight back on the grounds that the government should not serve as social media’s “free speech police.”
Since Agrawal hasn’t had to be the face of the company, i.e., figuring out how to market it to new users, showing consistent profitability under his leadership to shareholders, or discussing things that are “political in nature,” Rizzieri said what kind of leader he ends up becoming really “remains to be seen.”
“It is easy for him to talk big words when he isn’t in the driver’s seat,” Rizzieri said. “Now that he is, he will be responsible for what he says. His first meeting with Congress will be very telling.”
During the recent Connect 2021 Facebook conference, CEO Mark Zuckerberg introduced Meta. Meta, he told, the audience, is a significant re-branding that brings together all the Facebook apps and technologies under one new company brand. The focus will be to bring the metaverse to life.
The Facebook Founder’s Letter
He also explained that the metaverse will feel like a hybrid of today’s online social experiences, sometimes expanded into three dimensions or projected into the physical world. It will let you share immersive experiences with other people even when you can’t be together.
In a Founder’s Letter he went further: “Our mission remains the same — it’s still about bringing people together. Our apps and their brands aren’t changing either. We’re still the company that designs technology around people. But all of our products, including our apps, now share a new vision, to help bring the metaverse to life. And now we have a name that reflects the breadth of what we do.”
He even pushed the metaverse ahead of the original offering that has generated a business model worth billions. From now on, the letter reads, we will be metaverse-first, not Facebook-first. That means that over time you won’t need a Facebook account to use our other service.”
Is that wise though? No sooner had the conference wrapped then major question marks started appearing in a wide range of posts and articles. Denise Lee Yohn, in the Harvard Business Review, for example, argued that the rebranding as a metaverse-first company is pre-mature at best and even foolish in its attempt to distract from the criticism the company has recently faced in the US and Europe.
“The metaverse,” she wrote, “is not well-known or understood, so it’s confusing. But the most critical issue with this rebranding is that the new brand has been introduced without any substantive change at the company. She pointed out that Zuckerberg explained that it was time to adopt a new company brand “to encompass everything we do”.
But that’s just not true, she argued. “The vision behind Meta is still just that, a vision. Facebook’s decision to rebrand is an ill-timed move.” The real problem, she added, is that Facebook is re-branding before its vision is a reality. Right now, social media remains the core of the company’s operations and revenues.
By adopting a brand name that is based on future potential capabilities and a platform and products that, by Zuckerberg’s own admission, may not be offered for a decade, the company sets itself up to confuse people at best; at worst, it will disappoint people and further degrade their trust in the company. So is the rebranding a mistake?
Adam Rizzieri, chief marketing officer, at Addison, TX-based Agency Partner Interactive agrees. He believes that the rebrand is premature and even disingenuous. Facebook’s core business is online advertising fueled by user data that it collects on its social media apps.
This business model is what allowed the company to present an incredibly strong third-quarter earnings report. Social media is exactly what they do. “Yet here we have Mark Zuckerberg trying to distance himself from the business model of social media, in favor of a hypothetical concept of an evolved internet that won’t exist for about 10 years,” he said.
The ‘Meta’ Name
Facebook as a company is more than the big blue social media platform. Facebook is also Instagram, WhatsApp, Oculus, Portal, and other hardware devices, Andrew Selepak at the University of Florida, told us. Changing the company name to Meta allows the company to highlight that they are more than one product or service in much the same way Google changed its name to Alphabet and Google became a subsidiary of the company along with their other properties like YouTube.
“The rebrand to Meta makes business sense especially as Zuckerberg plans to get the company to shift away from focusing on two-dimensional social media platforms to the three-dimensional environment of virtual reality,” he said.
He argues, however, that Meta is a terrible name for the Facebook rebrand. Facebook is years away from creating the virtual environment that Zuckerberg is promoting and virtual reality has been a long-overpromised idea that has never been realized.
Although Facebook does have the money, engineers, and resources to put toward creating a true virtual reality environment that is used by more than just tech enthusiasts, they are years away from completing it and even further away from it being adopted by large numbers of people.
“The Metaverse is currently science fiction rather than science reality and the name is confusing as premature,” he said. “By trying to change the media narrative of the company during a public relations nightmare after the Facebook whistleblower, maybe Metaverse as a name change is a bit appropriate with Zuckerberg as a real-life Marvel supervillain.”
Addressing Facebook’s Competition
There are other problems too, according to Chris Apaliski senior director of paid social at Austin-based performance marketing agency Adlucen. Facebook is just responding to the world around it and its own image in the wider social world. Facebook has evolved over the years.
It started from a limited platform for students to connect to each other and has now turned into a media powerhouse and one of the world’s biggest advertisers. But Facebook still faces threats from competition and needs to shake the image of being the “senior platform” of sorts — with an age demographic that gets older. Rebranding and retaining a focus on the Metaverse enable Facebook to be an early adopter in that space and once again lead the charge in social innovation.
Apaliski points out that Mark Zuckerberg has talked about being the first into the space and how he believes the metaverse can be the next evolution of the mobile web/web 3.0. He has also expressed the desire to continue to innovate in the AR/VR space, as well, including the Oculus purchase. “The metaverse is the next natural step to create structure over Facebook’s book of companies (FB, IG, WhatsApp, Oculus, etc.) similar to the approach Google wants to take with Alphabet,” he said. “A rebrand enables Facebook leadership to continue to focus on this future.
There is also significant opportunity for advertisers in the Metaverse and the digital world. “As we look toward these digital evolutions (Metaverse, NFTs, etc) the most innovative companies will get on board. Simply put — advertisers will find their way into anything,” he said.
What Kind Of Metaverse?
David ‘Ed’ Edwards is VFX product manager at motion capture leader at UK-based Vicon. He says arguments about whether, or even if, there will be a metaverse is redundant as they are already with us. However, he says the delivery timeline of a single ‘Metaverse’ will be a question of strategic benefit to its prospective creator. If one organization pins its future on this concept and wishes to capitalize on it before anyone else, it could even be unveiled within a couple of years, or even sooner.
He cites Facebook’s Oculus as a very obvious thing to focus attention on regarding the company’s ambition to pioneer the metaverse, given its significance in the history of VR (and entertainment, more broadly) and the overall nature of its acquisition by Facebook. “I can’t imagine Facebook won’t explore every opportunity available to make Oculus a central part of their metaverse experience to validate that level of investment,” he said. How significant a component it ends up being, I think will ultimately be the consumer’s decision.”
How Bright Is Meta’s Future?
The future is not all bright and there are many people that remain unconvinced about Facebook’s rebranding and the metaverse in general. Mike Davis, founder and president of the Internet Accountability Project, and organization that lobbys to make big tech companies accountable for their actions.
He says the rebranding is Facebook following in the footsteps of Big Tobacco after the industry was exposed for its toxic and deadly impact on society. Philip Morris got caught preying on kids, so they became Altria. Facebook got caught preying on kids, so they became Meta. But consumers and legislators should make no mistake: this is the same company that lies to its users, Congress and government regulators.
Facebook is also taking a page from the Google playbook when it renamed itself Alphabet to delay antitrust scrutiny and prepare for the day they were inevitably broken up. Facebook is in a crisis of its own making and renaming itself won’t stop Congress and federal law enforcement from updating and enforcing our antitrust laws, according to Davis.
Many people in the market have yet to come to terms with Facebook’s business model. Arguably, this is why it has been so difficult for lawmakers to adequately regulate the industry and address privacy concerns. “To ask the market to now conceptualize a real-life version of The Matrix is completely unrealistic,” Rizzieri added. “For those who don’t get the business model, they are now more confused and increasingly apathetic to big tech’s dominance. For those who understand the model, the idea of a Facebook-controlled metaverse should be scarier than the latest Halloween movie.
Expert Tips For How to Increase Social Media Engagement: A Guide for Marketers
With a revenue of $41.5 billion in 2020 alone, there’s no denying the power of social media these days. Since its inception in 1997, it’s become a vital component of a successful modern business, but what if you do not see results from it? It can be hard to grow an audience among the endless competition, and engagement is arguably the most fundamental element to that growth. So, what is good social media engagement, and how can you increase it?
What is Social Media Engagement?
Simply put, social media engagement is a variety of interactions a user has with your content on a social platform that shows they’re interested in your content, such as a comment, a ‘like,’ a ‘share,’ a direct message (DM), and more!
Why does it matter?
Did you not see that BILLION up there in the intro?! If that isn’t reason enough for why engagement is essential in social media… Seriously, though, you’re not likely to catch a consumer’s attention and ultimately their loyalty if you’re focused on one-off communication. It’s about the long-term relationship, and you got to give to get!
Understanding Engagement Metrics
Metrics can give you insight into the why and how of your content’s performance and your audience’s habits. Admittedly, much of this section depends on your specific goals with your social strategy. Still, typically the most important is engagement, aka probably the whole reason you clicked on this post! Other commonly tracked engagement metrics are…
Reach – The total number of unique users who saw your content
Shares – How many times your post was sent to another user. They denote how popular your posts are and also help increase the total Reach of your content.
Conversions rate – How many users who, after clicking a link in your post, took action on the page
Response rate and time – The percentage of new messages sent by your account as a first response on the day they’re received; the average time your account takes to send those first responses to new messages in a single day.
Be aware of what types of metrics may just be a ‘vanity metric’ or something that looks good but serves you no impactful purpose or value. We’ll get to more on that a little later.
We’ve gathered some tips and ideas below to help you start getting the kind of social media engagement results you want!!
(Re)assess Your Current Strategy
Are you trying to make a sale with every single post? That can get very annoying to your audience. The golden ratio of social content is 80% entertainment and 20% sell. ‘Entertain’ doesn’t have to mean just funny dancing Reels and TikToks; it’s about providing free value to your audience on a more personal level. If you’re a skincare line, share some tips on the best morning care routines for oily skin! It’s not all about the sale; it’s about the relationship.
Add a CTA
Are you including calls to action in your content? They’re a great way to up your engagement! Tell your audience exactly what you want them to do. “Drop a heart emoji in the comments if you agree!” “Tag someone who needs to hear this.” “Hit ‘Share’ to send to your mom!”
Host Giveaways And Contests
Hot Tip: Not a single living person doesn’t love free stuff. You can use engagement as contest entries! This can be an excellent opportunity to drive UGC and brand awareness through branded hashtags! Just be sure to avoid Follower Loop contest styles; it’s not 2016 anymore.
If your audience doesn’t know when to look for you, they’re going to start forgetting about you, and attention is the currency of social media. Many sources will say you have to post daily to drive engagement, but we at API focus on posting at a sustainable rate! Set a schedule, promote the schedule to your audience, and STICK TO IT.
Develop and Maintain an Authentic Brand Voice
Talk to your audience, not AT your audience. Start a conversation with them, but always remember that people want to feel like there’s an actual live human on the other side. Ask them questions, post a poll. Give them something simple to interact with. Just make sure it sounds human.
Consider New Influencer Tiers
A 10K follower count minimum has been the standard for years to count as an influencer, but that’s no longer the case. Smaller accounts will have more targeted audiences. And It can feel like way more of a personal level right from the start! So don’t count out considering partnering with the Nanos when looking at the influencer side of your social engagement strategies.
Note: Make sure to see the influencers’ engagement rates, too, if you go this route. High follower count is just a ‘vanity metric’ if the influencers aren’t in sync with their followers.
Follow. The. Trends.
So here’s a paradox to shake things up: Be unique…and also follow trends. Trends are popular because they appeal widely, and many people are actively searching for more of that content. Use that to your advantage! Instead, be unique in how you apply trends to your particular niche or POV.
Note: Be choosy in which trends you follow. Some just won’t fit with your niche and audience effectively.
Pay Attention to your Analytics
If you haven’t already converted all your social accounts into business accounts, drop everything and do it now! This will open a world of opportunity for more intelligent decision-making. What content type is performing best on what platforms? When is your audience online to interact with your content? How can you know what to change if you don’t know what’s not working? Analytics can inform so many key engagement actions. Knowledge is power!
Keep Up with Using a Platform’s New Features
We can guarantee that Instagram spent a lot of money developing their newest features like link stickers and that they want a high return on that investment. A platform will inherently encourage interaction with your content if you help them promote the usage of these features. Social media really can be such a symbiotic relationship if you’re open to adopting new concepts early on.
Consider a Paid Campaign
It’s not the side-eye-inducing approach it once was seen as. There is so much opportunity with this tool considering its targeting capabilities to help give your reach a boost.
And finally… Make Sure You’re Not Committing the #1 Social Media Cardinal Sin
SupposeAgain, this is not 2016. These things only hurt your authentic engagement rates. Plus, you run the risk of getting your social account shut down entirely if you’re caught! If you’re buying likes or followers, best to halt that practice ASAP.
Give these tips a try, and see what a difference just a few thoughtful tweaks can make to your social media engagement!
A web presence is essential in a digital world, especially if you’re a business or brand. Did you know that the very first website was launched on August 6, 1991? Now there are nearly 1.9 billion of them! But how do you even design a website in the first place?
A website uses 3 main languages to set its framework, design, and performance
HTML defines the basic structure and accessibility of websites
CSS sets the presentation, style characteristics, and layout of its pages.
So how about in plain English this time…
Let’s break that down step by step, shall we?
Set your intent
What’s your purpose in creating the site? Got a product to sell or a service to promote? Maybe you want to start a blog or portfolio or new social hub, and the term “Community Standards” makes your head want to explode. Set your own! Having a clear picture of why you’re creating will make the flow of this process so much easier from start to finish.
Choose a host or website builder
A site host like Vultr or SiteGround may be all you need if you truly want to create your site from scratch. But if that’s a little more in-depth than you’re interested in, check out a website builder such as WordPress and Zyro. Wanna simplify the process even more? Agency Partner can take care of web development for you!
Register your domain name
There are three primary, customizable parts to a domain name:
Subdomain: typically ‘www’ (#funfact it can technically be any combo of letters!)
Root domain: your unique site address
Top-Level Domain: .com, .net, and .org are most common
Depending on availability, you can purchase a domain name for as little as $2.99 annually. Think about what your full URL might look like when choosing each part. Consider the relevance of TLDs in your niche and industry; for example, .org typically doesn’t make much sense for an eCommerce site.
Define the layout
The structure can be critical to the success of a website. If navigation is not clear or intuitive to the user, they won’t stick around, and your bounce rate metric will skyrocket. No Bueno!
Consider your brand
Make sure the site reflects the brand and its messaging. Even an artist building that online portfolio or a non-profit seeking online donations need a clear brand identity. From the micro and UX copy of your hamburger menu to any site error messages, the tone of voice must be consistent across the entire site. How about the color palette? If you have a brand logo, is it being thoughtfully placed in your design?
Prep your content
Think about what relevant types of content can help you build authority and trustworthiness in your industry to drive traffic and engage your ideal customer avatar. Batch create your content as far in advance as possible, try using content calendars to stay organized, and always hit that ‘Preview’ button before you publish anything!
Strategize your SEO
How do your customers find you in an ocean of competition these days? Through search engine optimization, or SEO! This affects almost everything about your site, right down to that domain name you picked. Consider your keyword strategies when creating content, defining your user interface (UI), and even crafting back-end content like metadata! Ensure these keywords are terms your customers would naturally use when looking for what you offer, and always follow SEO best practices.
Include useful pages
Could your site’s users benefit from an FAQ? Need a ‘Contact Us’ or booking page? Always keep first in mind your users’ needs and experience while they’re visiting. Anything that you can make native to your site to minimize site redirection is ideal! If you’re a restaurant, make sure to have your current menu, contact info, business hours, etc., directly available within your own site so that the user doesn’t need to go anywhere else for it!
Design your website elements
Popular user-friendly platform Canva is an excellent resource, both its free and Pro versions, especially if you’re more of a beginner with graphic design, though Photoshop and Adobe XD remain the industry standard. Both YouTube and Skillshare host tons of design tutorials for all skill levels. Remember that a very elements-heavy site will likely run slower for your users than a more streamlined, minimalist approach. Good news for you beginners! For website design ideas, we love perusing Pinterest and Elementor. Also, hiring a pro graphic designer might be a wise investment, time- and money-wise. A site that doesn’t truly look polished and professional is much less likely to be trusted as a legitimate page.
Make it accessible for everyone.
ADA compliance across the digital space has seen a massive push in recent years, and we at API are here for it. In fact, complying makes you eligible for a tax deduction of up to $5,000! Not sure if yours is up to compliance standards? Check out these tips, or have API do a full site audit for you!
Optimize for device compatibility
Approximately half of all website traffic comes from mobile devices as of 2017, so it’s essential to consider how your site will look and function outside of just a standard computer.
Set up back-end analytics
If your web builder doesn’t have site analytics built-in, or you need a deeper view, consider signing up for Google Analytics for insight into your site’s performance.
Now for the scariest part of all – Hit ‘Publish’!
Yep, it’s definitely a lot, but take it one step at a time. You got this! You no longer have to know the ins and outs of coding to build a beautiful, user-friendly website. Of course, that’s not to say using a site builder is easy enough for absolutely everyone or that everyone has the time to build a site themselves. So, if you don’tget this, remember Agency Partner is one Contact Us page away!
DALLAS (KDAF) — More than 7,000 CEOs have been impersonated by scammers since the beginning of the COVID-19 pandemic.That alarming statistic hits home for many others across the world as the FTC says they measured about 500,000 imposter scams since 2020.
This problem is now affecting our very own Jenny Anchondo as she battles with social media accounts pretending to be her and scamming people out of hundreds of dollars.
Adam Rizzieri, co-founder and chief marketing officer for Agency Partner Interactive, joined our show to talk about the dangers of social media impersonation and what you can do to prevent it.
Learn more about “imposter scams” today. These are a growing threat and have increased in frequency since the COVID mandates. Individuals and businesses alike are targets and the FTC has proven to be a great resource on this topic.
Click Here to learn more from the FTC’s official website.
Catch Us In the Media & Leverage The Power of Your Online Presence
Expert Tips For Consulting Is More Than Giving Advice
A consultant is one of those professions that many people will have heard about, but few know what it means.
The global consultancy industry is worth $250 billion and has continued to experience growth in recent years. The success of the consulting industry is relevant to the worldwide economy, and as organizations enjoy growth, they turn to consultants to help guide their future strategies.
Clients can benefit from consulting services when they truly understand what they want, know what to ask of consultants, and deliver appropriate recommendations.
But while businesses look to consultants to provide advice and recommendations, the guidance provided isn’t always taken on board. So what is a business consultant, and how can a consult become more than just giving advice?
What is a business consulting all about?
Management consulting can encompass many things. While consultants typically offer services relevant to their specific industry expertise, steps involved in the consulting process underpin the work.
However, each business will have its objectives for what it wants from the consulting process. The clearer the company’s objectives, the more successful the consulting process will be.
Of the potential steps involved in the consulting process, many clients only focus on some of what could be achieved through consultancy. Understanding the different elements could strengthen the client’s request, enabling a successful consulting process to be completed.
A significant portion of a consultant’s work will relate to information gathering. Consultants can have access to tools and data gathering techniques that businesses may not possess themselves, in addition to having the capacity to carry out the research that companies may not have.
There’s a responsibility on both the client and the consultant to provide clear intentions for the information gathered on how to be used or why it’s needed. This can help inform the process to ensure the most relevant outcome. For the consultant, having a clear brief to work from will help ensure that the work carried out meets the client’s needs.
Working to identify the problem
Businesses engaging with consultants usually do so because they have a problem to solve. This could include expanding into a new location, launching a new product, or adopting a sales or promotion strategy. Clients usually engage a consultant with the problem they need solving, and a consultant will search for the solutions.
However, a great consultant will look deeper into the issue and explore whether the problem present is the real issue at hand. By understanding the background to the issue and even reading between the lines to work out a better solution, a consultant can see broader or related problems at bay.
Presenting this information to the client can lead to an appropriate way forward that provides the best way and ensures the right outcome come for engagement.
Using expertise to provide solutions to the problem
A consultant’s strength lies in their ability to diagnose the issues resulting from the client’s problem effectively. This process, however, can be a difficult one, especially if clients are reluctant to divulge certain information. For clients to get the most from their consultant, they need to answer difficult questions about previous decisions or certain behaviors within the organization.
For clients, being unwilling to aid parts of the process can mean that the consultant can’t do their job thoroughly. An independent consultant is hired for a reason. Management needs to let the consultant in and uncover the internal processes, decisions, skills, and other key factors to diagnosing the problem and coming up with the appropriate solutions.
Providing recommendations is a vital function of a consultant and is the final step in the process for many businesses, who will then decide how to implement these recommendations. Many don’t implement them, often citing unrealistic recommendations that are not accepted by executives, boards, etc., or are unworkable due to budget or process constraints. However, it doesn’t always have to end this way.
If the client is involved throughout the process, then the recommendations provided will have been developed in line with the achievable objectives set out at the beginning of the process.
Securing agreement and action
Most people believe that the responsibility for implementing a consultant’s recommendations lies with the client. However, if the client does nothing with the recommendations offered, it becomes a waste of the consultant’s time and energy. Clients should explore ways in which a consultant can assist with implementing recommendations in a supportive and constructive way.
Being willing to implement the recommendations is another factor to consider. It’s essential to seek buy-in from the higher-ups who will sign off on the proposals, which involves persuasive action from the consultant and the individuals working on the engagement from the client’s side. Close working throughout the process and a willingness from the client to bring people of all levels into the process can help make the process more collaborative. This can lead to agreement on the proper action to take, helping to get the most effective outcome from the engagement.
Leading change through process
A management consultancy engagement should result in definitive actions to take now. Still, it should also consider future challenges the client may face, with some recommendations and learning that can help them navigate these challenges. Changes to processes could be one of the ways this is achieved, but the client must be open to making these positive changes.
As businesses turn to consult more and more, they’re starting to see the value that making full use of a consultant’s expertise can bring. While information gathering and the subsequent report of recommendations can satisfy some businesses’ needs, they’re missing out on the full value working with a consultant can bring. As businesses learn more about the potential consultancy can bring, consultants will need to adapt their approach to ensure full service to their clients.
If you’re looking for expert consultancy, get in touch with Agency Partner Interactive today. We can provide business consulting services to satisfy your web design and marketing needs. Let us help you find the right solutions for your business.
Expert Tips For Branding Creation: The Branding Solution You Need To Tell Your Story
According to Nielsen Media Research, there are over 500,000 registered brands worldwide. And, thinking about it, you can probably name a few hundred and recognize over a thousand of them. But what about the rest of them?
Branding your company or product is not a process to take lightly. Tailored and innovative branding solutions can elevate the reputation, brand awareness, and image of your business. Oppositely, inconsistent, unappealing, or inadequate branding can cause your company to be quickly forgotten. Essentially, yes – the branding you choose can make or break your project.
With so much at stake, partnering with an experienced branding agency such as Agency Partner Interactive (API) can truly make a difference. Learn about the elements of branding solutions for small businesses below and discover how we can help you define your brand.
What is a Brand? Let’s Start From The Basics
When thinking about a brand, the first things that come to mind are a logo, a tagline, or a color scheme. Does “Just Do It” ring a bell?
But the concept of branding is much more than that and encompasses many aspects of your verbal and visual communication elements. And that’s exactly what makes it so hard to craft a definition of a “brand.”
The American Marketing Association defines branding as: “A name, term, design, symbol or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.”
Yet, Kotler & Keller, in their Marketing Management, defined “branding” as: “endowing products and services with the power of a brand.”
Here at API, we understand that a branding solution encompasses many elements – including
Identity elements include logo, advertising, video assets, online presence, social media accounts, print materials, and collaterals.
Every Point of Contact or EPOC – such as your branded stationery, website, and newsletter
Brand perception – the way your employees and your audience perceive your brand makes up your branding.
And, it’s these perceptions that drive behavior! Let’s look into the elements of API’s complete branding solutions.
Elements of Branding To Tell A Story
In the video below, you can find out more about branding. Once you are ready, let’s dive into the elements of creating your brand’s identity and your story.
And, since you only have around half a second to make a long-lasting, memorable impression on your customers, there are some branding elements that you can use as communication tools. These include:
Visual elements – logo, typography, and iconography
Media elements – color scheme, photography, and video content
Defining characteristics – personality, promise, archetype, and brand compass
Verbal elements – integrated systems of words, messages, and voice tone that are known to your audience. These include your brand voice, story, tagline, name, and writing.
Develop a Story For Your Brand
For just under 90% of consumers, finding authenticity in a brand is critical for their buying decision process. But how can you make your brand appear honest, transparent, open, and authentic?
Telling a story could be your most powerful tool. Your brand story is at the base of your brand personality and should include elements such as:
The story of your brand
Founders and team bios
Mission and goals
Projects and values
Don’t forget that even if your company entirely operates online, people still look for the human touch and authenticity.
Get To Know Your Buyer Persona
Knowing your audience is essential to creating a brand that is appealing to that specific target market. However, knowing every person in your audience is impossible. That is why marketers use a buyer persona.
Creating a customer persona can help you discover the likes and dislikes, traits, history, and needs and wants of your audience so that you can tailor your messaging and identity to them. Here at API, we consider customer person creation a vital element of branding solution services.
Analyze The Market and Position Your Brand
If you don’t see the ROI expected, that might be because you are operating at the wrong level on the market. In this case, you will need to change your branding or reposition your company into a more appealing sector.
Some tips for creating the correct branding for your market positioning include:
Be clear on your value proposition
Define your sustainable competitive advantage and unique selling points
Clarify what the message to your audience is
Remember that your brand positioning can drive consumer behavior and influence how they perceive your brand.
Know What Media and Channels to Use
They are deciding what media and communication channels you will use is an active part of brand creation. Indeed, not all channels will reach your desired audience the right way, and selecting the right one is central to branding success and marketing effectiveness.
Running customer research, focus groups, online surveys, and reviews is an excellent way to understand better what channels your consumers use the most and decide how to target your branding.
Remember – whether it’s social media marketing or you are connecting with your audience via newsletter, having a brand identity that is bold and outstanding makes every touchpoint more meaningful and memorable.
Monitoring and Measure Success
Sculpting a brand is not a one-time effort but rather an ongoing project. Since the market, your audience, and your company’s goals and mission will evolve, your brand should do so too. In this way, brand solutions can remain relevant and appealing throughout time. And, don’t forget to have solid KPIs (Key Performance Indicators) in place to review and measure the success of your branding or rebranding project.
Discover Your Full Branding Potential With Agency Partner Interactive
Creating a brand is an exciting and intimidating project for all entrepreneurs. But, since adequately branding your company can truly make a difference in your chances of success, you should not think twice about partnering with Agency Partner Interactive.
Our Dallas-based team can help you create complete branding solutions that encompass visual elements, logo creation, advertising, and collaterals.
Here are just a few of the services we offer:
Market Research & Buyer Persona Creation
Brand Positioning, Strategy, & Guidelines
Brand Development & Management
Environment Retail Design
At Agency Partner Interactive, we believe that each brand is unique and should be its branding solution. Get in touch today with our Dallas-based team of branding experts to find a tailored solution for your needs.
It has only been a few months since Facebook CEO Mark Zuckerberg teased the possibility of transforming the powerful social media company into an immersive “metaverse” — and the big tech billionaire isn’t wasting any time creating his unprecedented virtual reality world.
Despite months of high-profile problems — including allegations from whistleblowers, lawmakers calling for more regulation, and numerous lawsuits — Facebook announced plans to hire 10,000 highly skilled workers from Europe during the next five years to develop its metaverse. The social media behemoth is also rumored to be announcing a company name change in the coming days to reflect its new focus.
As imagined, a metaverse is a Matrix-like, virtual form of reality where users are immersed in the internet, rather than looking at it from the outside. The term was coined nearly 30 years ago in the 1992 dystopian novel “Snow Crash,” and elements of the futuristic metaverse have already debuted in popular video games such as Fortnight and Roblox.
Techies view the metaverse as the internet’s next frontier to be conquered and Facebook appears to be moving quickly toward completing its quest to become the first major tech company to take the plunge, offering the masses a space that combines the physical world with an augmented virtual existence.
Chris Haynes, a political science professor at the University of New Haven, said Zuckerberg’s hiring spree shouldn’t come as much of a surprise because Facebook has been looking into a pivot towards the untapped metaverse for some time.
Facebook has said that this new virtual reality is the next generation of Facebook as opposed to [it] just being a social media company.
“This is something that has been a real buzz in the tech world, especially with the COVID pandemic and the inability for people to get out there and interact,” Haynes said. “Facebook has said that this new virtual reality is the next generation of Facebook as opposed to [it] just being a social media company.”
Back in 2014, Facebook spent $2 billion to purchase Oculus, a company behind virtual reality gaming headsets. Since then, the tech giant has invested more money and manpower in developing the next phase of tech, positioning the company to shift away from tools like messenger and toward services like virtual boardroom meetings.
A few months ago, Facebook rolled out Horizon Workrooms, an app that allows users wearing VR headsets to gather in boardroom-style meetings with cartoon avatars of their co-workers. The app is reported to be part of Facebook’s secret “Horizon” project, which, according to The Verge, is an unreleased VR version of Facebook.
This summer, Zuckerberg shared his vision for the metaverse, which he dubbed “an embodied internet,” on “The Vergecast” podcast.
Haynes said given the fact that Facebook hasn’t always been completely transparent with its users and the government, the company is betting its public perception will get a boost by touting the benefits the metaverse will bring.
He said the calculus behind the metaverse push is that if there is public buy in for it, the government will back off.
Currently, Facebook is taking heat from users and elected officials on both sides of the political aisle. It has been blasted by lawmakers on the left for not doing enough to manage alleged misinformation posted to the social platform. It’s also been slammed by conservatives who feel the company suppresses the voices of those who lean to the right, including former President Donald Trump. The company is facing a barrage of lawsuits ranging from privacy issues to antitrust concerns, too.
Dallas-based marketing and big tech expert Adam Rizzieri said that, on one hand, Facebook should clean up the mess it faces in the U.S. before it jets across the world to start its new endeavor. He noted the irony in Facebook’s talk about consolidating and strengthening what it has already built even as it builds the metaverse — all while Congress is trying to reel the company in.
But he isn’t surprised to see Zuckerberg brush off the criticism he faces at home for a fresh start elsewhere because “Facebook sees the world as its house” more than it views itself as an American company.
“Anyone who is watching knows that issues within Facebook’s walls are yet to be resolved,” he said. “The focus on the rebrand is an interesting way of ignoring problems that still exist.”
He said Zuckerberg’s move into the metaverse showcases the “power that the company continues to wield” and its desire to “control the future and their destiny in it.”
“Today we are concerned about big tech unfairly wielding its power in our daily online interactions,” he said. “Tomorrow, with the metaverse, we have to be concerned about big tech doing the same in a world that has no boundaries.”
As the physical and virtual worlds become more intertwined, he questions where we will “draw the line of separation between what’s mine and what’s ours?
Expert Tips For The 18 Best Advertisements & Ad Campaigns of All Time
While it can often feel like many of the adverts you see in the modern world are cut from the same cloth, there is an art to creating an ad campaign that people remember. Many of today’s ads borrow elements from the best campaigns that have been seen throughout history, using the foundations that other companies have set.
For those that have seen shows like HBO’s Mad Men, though, you will know just how much has gone into creating some of the world’s best advertisements. Join us as we explore some of the most outstanding ad campaigns of all time.
1. Budweiser, “Wassup?!”
Let’s start with a fun one. Budweiser struck gold with their 1999 “Wassup?!” campaign, featuring a series of videos of friends on a group phone call having fun and repeatedly exclaiming “Wassup?!” in silly voices to one another. This made the beer look fun and lighthearted while also painting a picture of kinship amongst its drinkers.
2. Nike, “Just Do It.”
Nike has always invested a lot into advertising, but their “Just Do It” slogan has been on just about every one of their ads since the late 80s. This ad campaign is designed to convey a no-nonsense approach to pushing people to achieve their fitness goals. Can’t be bothered to exercise today? Just do it. Nikes got your back.
3. Coca-Cola, “Share A Coke.”
From changing the color of Santa’s outfit to poking fun at rival companies like Pepsi, Coca-Cola has long dominated the field of marketing. In 2011, Coca-Cola began adding individual names to their bottles for their “Share A Coke” campaign. People love a personal touch, and buying a bottle with your name on it is a genius way to achieve this.
4. Apple, “There’s An App For That.”
It’s tough to say which of Apple’s ad campaigns is the best; there have been so many great ones. The “There’s An App For That” campaign kicked off in 2009 as a way to show off the versatility of the latest iPhone devices. Campaigns like this have paid off for Apple, with iPhones being one of the most popular mobile devices on the market.
5. De Beers, “A Diamond Is Forever.”
Diamonds didn’t use to be that popular, but now most people would associate this rock with wedding and engagement rings, as well as luxury jewelry. In 1947, De Beers launched their “A Diamond Is Forever” campaign, targeting young men who wanted to show their status and give something extra special to the important woman in their life.
6. Cadbury, “Gorilla Drummer Drums.”
Advertising a product like chocolate can be a challenge without relying on the sultry imagery usually found in perfume ads. Just about everyone remembers the famous “Gorilla Drummer Drums” adverts from back in 2009, in which a gorilla drums along to Phil Colins’ “In The Air Tonight.” This ad was for their Dairy Milk brand and was voted the UK’s favorite advert.
7. Old Spice, “The Man Your Man Could Smell Like.”
Most companies will target the people who will be using their product when they make an advert. Old Spice took a different approach with their “The Man, Your Man Could Smell Like” campaign, though, targeting ladies who wanted their partner to smell as good as possible. The tagline is one thing, but the video cuts in these adverts make them stand out.
8. Google, “Year In Search.”
In 2018, Google decided to launch an ad campaign centered around the most common search terms used on their platform throughout the previous year. This proved to be a great way to connect everyone who watched the adverts, especially when it was revealed that the word “Good” had been searched more times than ever before.
9. Volkswagen, “Think Small.”
Even a decade and a half after WWII, American’s were still fixated on the large and fast US-made cars that dominated the market, rather than smaller European models. VW decided to take advantage of this in 1960, producing their “Think Small” ad campaign that sought to highlight the small size of their cars as a selling point rather than something terrible.
10. Skittles, “Taste The Rainbow.”
Skittles have long been using the “Taste The Rainbow” slogan for their advertising, and most people will associate these words with the colorful candy. The tagline works because it gives customers the sense that they will not only see the colors in Skittles; they will be able to taste it. Conveying taste through marketing can be challenging, but Skittles has nailed it with this one.
11. Sony (Bravia), “Colour Like No Other.”
The early 2000s was an excellent time for companies like Sony. Anyone old enough to remember 2006 will likely have seen the “Colour Like No Other” balls advert that hit TVs worldwide. This advert is compelling yet straightforward, with Sony dropping 250,000 bouncy balls down a San Francisco street to get across the idea that their Bravia TV line-up offered better color than anyone else’s.
12. Leslie’s Weekly, “I Want You!”
It’s time to look back at an ancient marketing campaign, one that is often viewed as propaganda today. Most people know of Uncle Sam and will have seen the famous “I Want You!” poster plastered across the US throughout 1917. This poster was initially published in Leslie’s Weekly to push young people to join the military during WWI.
13. Red Bull, “Stratos.”
Red Bull has long been using extreme sports to advertise its energy drinks. The Red Bull Stratos project was a little different and involved sending a man named Felix Baumgartner up to an altitude of almost 26 miles for the highest free-fall in human history. More than 9.5 million users watched the event live, and Felix was the first human to break the sound barrier without a powered vehicle. Pretty cool, and great advertising.
14. Absolut, “The Bottle Campaign.”
Starting in 1980, Absolut ran their “Bottle” campaign for around 25 years. Making their bottles one of the most recognizable globally, this campaign involved countless printed images of their bottles taking on different forms. These ads have gone down in history from New York taxi cabs to the peel from an orange.
15. Twix, “It’s Time To DeSide.”
Despite both sides of a Twix bar being identical, this candy manufacturer took advantage of the competitiveness of humans with their “It’s Time To DeSide” campaign. Asking customers which side of Twix was the best, they could poke fun at their product while also creating an ad campaign that stuck in customers’ minds.
16. Dos Equis, “The Most Interesting Man in the World.”
Even if you haven’t seen the legendary Dos Equis “The Most Interesting Man in the World” campaign, it’s likely that you’ve seen the memes that have spawned from it. The catchphrase that comes with these adverts has been enshrined in internet history, and this is an excellent way to sell a product, even if it wasn’t the intended result.
17. Pepsi, “Is Pepsi okay?”
If you’ve ever asked for a Coke at a restaurant or bar that serves Pepsi, you’ve probably heard “Is Pepsi okay?” as the response. Well aware of being widely considered second-best compared to Coca-Cola, Pepsi has long taken advantage of this, with their “Is Pepsi okay?” campaign poking fun at their beverage.
18. Avis, “We Try Harder.”
Much like Pepsi, Avis has long been the second most successful company in its field. Having worked extremely hard to take the top spot, Avis created the “We Try Harder” campaign to show customers that they work much harder than the competition.
Advertising has long been a significant element of human society. No matter where you are in the world, you can see adverts plastered on walls and displayed through your TV screens. While many of history’s most outstanding ad campaigns are behind us, there is still plenty of room for more to join the ranks of those we’ve covered in this article.
Expert Tips For 7 Best Email Marketing Services for Small Business (2021)
Email marketing is one of the most tried-and-true and consistently reliable forms of marketing available – and it comes with a wide variety of benefits that mean it should be a staple in any business marketing arsenal.
For one thing, email marketing is generally remarkably cost-effective by comparison to other marketing approaches. An email itself typically costs nothing to send. Still, for your email marketing campaign to be truly effective, it’s essential to utilize the exemplary email marketing software service for the job – which will entail some cost.
Still, when stacked up against all sorts of other forms of marketing, email marketing is consistently one of the most affordable and cost-effective and likely to prove to be a worthwhile investment of resources.
According to the Direct Marketing Association, businesses in the United States see an average 4300 percent ROI (Return on Investment) with email marketing.
All the same, effective email marketing does largely depend on utilizing the right email marketing software, not least of all to ensure that your emails get reliably delivered.
If you don’t choose wisely, there’s a risk that you’ll end up paying for a service that yields a dismal deliverability rate, therefore costing you money, time and also undermining your entire marketing effort.
Here are seven of the best email marketing services for small businesses as of 2021.
SendinBlue offers a complete SMS and email marketing service for businesses and has the distinction of being one of the fastest-growing email marketing businesses in all of Europe.
Simplicity is the name of the game with this service, with a simple drag-and-drop email editor allowing for even complete novices to email marketing to create beautiful, elegant, and highly engaging emails that can make all the difference.
SendinBlue also offers a series of beginner-friendly marketing automation tools that allow for the creation of automatic follow-up emails, transactional emails, timed bulk emails, and more.
The free plan for SendinBlue allows for unlimited contacts and up to 300 emails a day, although the emails will Include company branding. Paid plans start at $25 per month, with the option to add SMS services – although these can influence price depending on specific requirements.
Constant Contact is known for being one of the most important and rapidly growing email marketing services globally and one of the most beginner-friendly.
With this service, managing email lists, templates, scheduling, and more, is straightforward and intuitive – and the company offers unparalleled customer support, ranging from phone lines to email and live chat to a great library of valuable resources.
Constant Contact also offers excellent live training seminars across the United States, helping anyone proficient in email marketing.
The service begins with a 60-day free trial, with no credit card requirement, and after that, paid services start at as little as $20 a month.
Drip is an email marketing service that shines for people working in eCommerce and digital marketers and bloggers. It can be described as a powerful enterprise service.
Importantly, their email marketing software integrates seamlessly with the leading website building and content management systems, including WordPress and WooCommerce, which makes it easy to incorporate things like pop-ups and signup forms to your website as a way of drawing in and converting more leads.
Drip is notable for its intelligent automation tools, including split testing features, list groups, a visual automation workflow builder, and more, that help you reach targeted customers very precisely to increase sales.
Recently, Drip has included SMS features.
Drip offers a free trial, after which the service costs $49 per month for access to all features.
ConvertKit is explicitly aimed at professional marketers, authors, and bloggers and is easy to use and notably powerful at what it does.
The feature of this service that most stands out is that It makes it especially easy to offer content upgrades and various incentives via email signup forms and makes it very easy to set up autoresponders.
ConvertKit allows you to quickly categorize subscribers and divide them between those who have already made a purchase and those who haven’t, allowing for a more targeted and personalised form of marketing.
The company offers a 14-day free trial (complete with a 30-day refund policy), and subscription pricing starts from $29 per month.
AWeber is well known for being one of the oldest and most well-established email marketing services in the world and one of the most popular.
The tools they offer are particularly useful for small and medium-sized businesses, and include features for a/b testing, detailed email tracking, list management, autoresponders, and more.
This service integrates seamlessly with most platforms, including WordPress.
AWeber has a limited free plan that allows for up to 500 subscribers, with subscription pricing starting from $19 per month.
GetResponse is popular and easy to use and primarily simplifies email marketing for small businesses.
This service features a drag-and-drop campaign builder, allows for effectively categorizing and segmenting contacts, and has beautiful and responsive signup forms and landing pages, among other things.
Customer support is available by phone, live chat, and email, and the GetResponse help section contains plenty of free learning materials, including videos, how-to guides, webinars, and more.
GetResponse offers a 30-day free trial, followed by a subscription starting at $15 per month.
Mailchimp is one of the most popular email marketing services globally, not just because of its memorable mascot and name. This service comes with a “forever free” email marketing plan that allows sending 12,000 emails to up to 2,000 subscribers.
Mailchimp features an easy drag-and-drop email builder, as well as autoresponders, the ability to categorize and segment subscribers easily, and more. It is also easily integrated with various eCommerce and website-building platforms, including WordPress, Shopify, Magento, and more.
Mailchimp offers significantly fewer features than many other services but can stand out as an entry-level service.
Paid Mailchimp plans start at $10 per month for 500 subscribers, with the cost increasing for every additional 500 subscribers. However, for an unlimited audience and more advanced features, you would need to pay for the $299 per month plan.
If you are new to the world of paid search, you may feel a little bit overwhelmed by all of the available information. It can feel impossible to know what paid search entails and whether or not this will be a wise advertisement strategy for your business. There is no need to panic, though, as below, we will explain exactly what paid search is so that you can get a better understanding.
What is paid search?
Paid search represents a type of digital marketing where search engines like Bing and Google enable advertisers to display adverts on the search engine result pages (SERPs). Paid search works on a model known as pay-per-click, and so you do exactly what it says on the tin; you only pay when they click on your advert. The aim here is to make sure that the money you spend on marketing is controllable and measurable, which was not always the case with conventional forms of marketing.
Paid ad formats include shopping ads displayed above the search results and text ads, which you can see at the bottom or top of the organic search results. Most businesses will use a mixture of PPC and SEO (aimed at building organic search results) to give their business the best chance of success online.
Understanding what paid search can do for your business.
Now that you know what paid search is and how it works, it is important to understand why it matters! Why should you care? Well, if you think about it, every second, there are thousands and thousands of people typing into that famed Google search bar, looking for different answers, solutions, products, and services.
As a business, this gives you an outstanding opportunity to promote your company to an engaged and relevant audience, i.e., people actively searching for information relating to the sort of products and services you provide.
Some of the other types of advertisement that are available to you are deemed interruption marketing. Banner ads are a good example of this. This means that any person who views the ad may not actually be ready to purchase something at that moment. This is where paid search has an edge. This is because, with paid search, you know that the user has typed something into the search bar that has an intent relating to the sort of service your business provides.
Creating a well-paid search ad
Of course, your paid search efforts are only going to be as good as your ads are. You need to create adverts that engage your audience, guiding them to select your advert over the other ads that you compete with on the page.
There are several different elements you need to make sure your ad has. Unique selling points are critical; they will set your business apart, after all! It would help if you also had phrases and words that are relevant to your keywords, as well as a compelling call to action.
It will help if you track your ROI when implementing paid search.
There are clearly several different benefits that are associated with paid search. However, for paid search to succeed, you need to make sure that you track your ROI, otherwise known as return on investment. This is where a lot of businesses tend to go wrong.
Not only can you see the number of people who have clicked on your adverts when tracking, but you will be able to get important data on how many conversions you have, how much it has cost you, and so on. This helps you refine your campaign to keep on making improvements and extract the maximum benefit from PPC.
Don’t stick with the default broad match keywords.
This is another common error when it comes to those that are new to the realm of paid search. Not only is this is a mistake, but it can be quite a costly one. The default match type of keywords are broad match keywords, so many advertisers and business owners will end up just going with this.
However, if you do that, you will end up being in thousands of variations for the keyword, and so you can end up blowing your budget on keywords you do not really want to be targeting. This is why you really need to refine your strategy to hone in on those keywords you want to target.
Add ad extensions alongside your paid search advert.
In addition to the tips we have mentioned so far, it is also critical to put ad extensions onto your adverts. For those unaware, ad extensions offer extra information snippets about your company, and they can go alongside your adverts. They are beneficial for several reasons.
Firstly, they ensure an improved user experience. Moreover, they help your ad take up more space on the result page and boost your quality score. There are a lot of different ad extensions for you to select from, including seller ratings, price, call, location, callouts, and site links.
Seller ratings are good, as they link to your review score on the likes of TrustPilot and Google My Business, helping to build up a trusted brand image for your business.
Final words on paid search
So there you have it: everything that you need to know about paid search. We hope that this helps you better understand paid search and what it means for your business. Paid search is a vital advertisement medium, but it needs to be used correctly. If you would like to discover more and benefit from the assistance of an experienced and reputable marketing team, please do not hesitate to get in touch with us today for more information.
Expert Tips For A Deep Dive Into Facebook Ads: How to Create, Optimize, and Test Facebook Ads
Marketing is the art of effectively speaking to prospective customers on their terms and convincing them that your particular product or service is genuinely worth spending some money on.
To carry out the subtle art as effectively as possible, people use many different channels. Still, some have only really started to become recognized for their full potential in recent times.
Until quite recently indeed, many marketers believed that Facebook marketing was essentially a waste of time – and if you’re the average Facebook user, you might also be suspicious that very few people end up clicking on those ads.
Though, you’d be wrong if you came to either of these conclusions.
Facebook advertising can be very effective indeed in a variety of different ways. It’s just a b matter of understanding which businesses are the best fit for Facebook ads and then knowing how to properly run successful ad campaigns tailored to the business in the right way.
Here’s a rundown of some of the basics you should understand about Facebook ads.
Are Facebook Ads Right for Your Business?
Although Facebook ads can be very effective, it’s essential to remember that they won’t be the best fit for every business model.
Before getting started with using Facebook ads, it’s essential to investigate whether or not your business is likely to be one of those that will benefit from this particular marketing approach. It’s also necessary to understand how Facebook ads have developed over time – such as the fact that they are now much more helpful than in the past for selling products directly to customers.
Here are some of the types of business models that might be a good fit for Facebook ads.
Low-Friction Conversion Businesses
“Low-friction conversion” refers to a business model where you don’t ask very much of your prospective clients upfront whatsoever.
When it comes to Facebook marketing, it’s important to remember that the people who click through to your site are likely not very invested and are not already highly motivated to purchase your product or service. For that reason, you need to make the process of converting visitors into leads as smooth and easy as possible.
It’s mainly because businesses such as Groupon that only asked for a simple commitment upfront – like signing up with an email address – tend to be especially well-suited to Facebook advertising.
Businesses Based on Small Purchases or Long Sales Cycle
Businesses based on earning revenue from their customers over a prolonged period, maybe as a result of repeated small purchases, are likely to do better in terms of benefiting from Facebook ads than businesses that try to sell expensive goods upfront.
This again is partly down to the fact that Facebook ads tend to attract casual interest. In contrast, people tend to only make large, expensive purchases after plenty of premeditation and consideration.
An ideal approach might see a business earning 20% payback on their Facebook ad on day one and 100% payback after six months.
Tips for Properly Targeting Your Facebook Ads
Facebook ads allow for exact targeting of your advertisements to particular demographics and prospective customer bases to ensure that your ad has the highest likelihood of being correctly effective.
Unfortunately, failing to target Facebook ads appropriately is the number one thing that makes them ineffective for many marketers.
Just a few of the various things that Facebook allows you to target your ads based on include:
Here are some of the targeting techniques you can employ using Facebook ads.
Targeting to Facebook Lookalike Audiences
Facebook offers the powerful ability to target your ads to “Lookalike Audiences,” which means targeting your ads to audiences that are similar to yours but that exclude your current audience.
If you have Facebook Pixel or other custom audience data that you can plug into the advertising tool, you will be able to use this service to break new ground potentially.
Retargeting to Existing Customers or Audiences
Facebook allows you to “retarget” ads to people who are already familiar with your business, products, and services by focusing on users who – for example – have already clicked on an advertisement of yours or visited your website without completing a purchase.
This can be a great strategy to close the deal and up the ante with new and alluring products or more dynamic and visually appealing ads than previously.
Detailed Interest Ad Targeting
Facebook allows for a truly staggering amount of specificity when it comes to detailed marketing. You can even market to individuals who have “liked” specific films or sports, among other things. As a general rule, the more focused you can get your ads, the likelier you will find an audience that is ideally in line with your particular product or service. On the other hand, if you are too broad, you can easily miss out. Wherever possible, go for maximum nuance and detail when targeting your ads.
Broad Category Ad Targeting
Going for a “broad category” approach to ad targeting instead of detailed interest ad targeting tends to be more expensive and result in fewer conversions.
While this should not be your first-line approach to Facebook advertising, broad category targeting may be helpful alongside detailed interest targeting in some instances. It’s something to try out in a balanced and tentative manner.
Utilizing Visuals for Ads
Visual elements are essential for getting people to click on your Facebook ads, so it’s necessary to go for high-quality images and graphics.
Avoid going for any low-quality pictures or very generic stock images, and don’t make your logo prominent (or even include it at all) unless you are a significant and recognizable company.
Instead, purchase high-quality images or look for unique and high-quality photos with a Creative Commons Licence, and emphasize pictures of people, clearly visible text with easily readable and well-designed typeface, and elements of humor if they work in the context of your ad.
Originally published on KatyTrailWeekly.com, Written by David Mullen
A new statistical report asserts that the most disliked brands by state on social media are often not necessarily the ones you might think. For example, Colonel Sanders is not welcome in Des Moines. KFC (Kentucky Fried Chicken) is the most disliked brand on Twitter in Iowa. In Kentucky, it is Uber. Go figure.
Many of the most successful companies and well-known names have become unpopular brands. RAVE Reviews teamed up with research tool SentiStrength to measure the most hated brands across the U.S by state as measured on Twitter. They assessed more than a million brand-related tweets for positive or negative content and calculated what is referred to as the “hate rate” (percentage of negative tweets) by state.
Everyone loves LEGO, right? In six states, the brand is the most unpopular. No data supports if the hate rate coincides with the percentage of parents with young children that walk around the house in their bare feet.
Twitter, as a social platform, doesn’t represent the diverse opinions of states, let alone countries…
“Twitter, as a social platform, doesn’t represent the diverse opinions of states, let alone countries,” said Adam Rizzieri, an SMU and Boston University graduate and CMO at the Plano based Agency Partner Interactive, a marketing company that specializes in working with small business to help them create online experiences to foster growth. “And it is overwhelmingly male and typically more affluent. But that doesn’t mean what comes off Twitter doesn’t matter.”
It is logical that a foreign car brand is most hated in Michigan. But one would think it would be Toyota, Nissan or Honda in America’s automotive center. The most hated brand in Michigan is Ferrari. “I think that might relate to racing fans,” Rizzieri said. “[It could be] throwing hate on whatever [Ferrari Formula One drivers] Carlos Sainz, Jr. or Charles Leclerc had done on the racetrack.
Why do so many people hate KFC or LEGO with so much fury? People are two to three times more inclined to tweet a frustration than a positive experience. With KFC, it could be a delivery experience like “They forgot my gravy!”’
In California, surprisingly, Uber is most hated brand, even though the company is headquartered in San Francisco. “People that hate Uber are still going to use the service,” Rizzieri said. “It’s a little unfair. Think about the volume. I think Uber and Toyota share the same thing. They do so much volume and have a ton of happy customers. But because they have so many users, you are bound to do something — or not do something — to piss somebody off.”
Amazon is the most disliked brand in New Mexico, which seems counterproductive. So does Red Bull not charging up Nevada, America’s 24-hour gaming mecca. McDonalds is not a Maine brand, Minnesota is not gaga over Google, Colorado dislikes Disney, Alaska is not hot on Starbucks and Mississippi hates French luxury fashion brand Chanel. Maybe Mississippians meant to say “channel” because they don’t like their TV shows.
Sony is the most hated brand in Texas. That seems odd. One would think that any company not based in Texas would be tied for No. 1 least liked brand.
“I tried to think about that one because I have literally never heard someone [in Texas] say, ‘I hate Sony,’” Rizzieri said. “As a company, at a higher level, it is a multi-national conglomerate. It is a huge corporation. They are a movie producer. They are an electronics manufacturer. They are also a gaming console brand.
“When I think about Texas and Sony and what the connection might be, I go back to the eSports gaming world,” Rizzieri continued. “All of the people competing may be use Sony consoles or the games themselves and are expressing some sort of discontent. You have [Mark Cuban] and Jerry Jones investing heavily in eSports, and you have a big gaming concentration in Houston and Dallas.”
Tesla is the second most hated brand in Texas, despite building a large plant in Austin. Texas is synonymous with oil and Tesla is synonymous with green energy. Oil and alternative power don’t mix.
The thing that people should recognize is that source of the tweet matters tremendously
“The thing that people should recognize is that source of the tweet matters tremendously,” Rizzieri concluded, “whether it is a troll just throwing some hate or if it is Elon Musk talking about what Tesla’s next big investment or next partnership is going to be. When Elon [Musk] tweets something, you know it is going to be really important.
“Think about Disney. Thirty percent of all the tweets on Twitter about Disney were really hateful, mean tweets. In the same year that they had all of this negativity spewing on social media, their share price rose by 125 percent. Negativity on social media doesn’t always matter. What matters most is who is tweeting and what the customer cares about.”
Expert Tips For How To Create a Twitter Marketing Strategy For Your Brand
As with most social media today, Twitter has moved on from a primary site for social engagement to a powerful Twitter Marketing channel used for brand building and brand promotion. But it isn’t always an easy task, even for those with social media experience.
The Twitter channel is slightly different from other platforms and requires a strategic brand marketing strategy to get the most from it. We look at some of the best ways to use Twitter to market your brand and grow a dedicated following.
Use Twitter analytics
The first step to creating a successful Twitter marketing plan is to crack open your Twitter analytics and takes a closer look at what’s working (or not working) for your brand. Twitter analytics provides valuable insights into engagement rates for different types of tweets – called “impressions.”
Twitter impressions give you the performance of tweets in recent months and over the previous 28 days. It tells you what tweets have been popular and why. You can also look at your marketing strategy and see where your campaign supported more vital impressions.
Tailor your brand voice
A brand voice is crucial for connecting with your audience and strengthening your brand identity. As with your brand logo, packaging, and social media ads, your voice must be consistent across platforms and reassuring for your audience – however, you can still be creative.
Once you have established a voice that is true to your brand and connects with your audience, you can use it creatively on Twitter to generate interest and stay relevant. Of course, that doesn’t mean jumping on trends, but you can still incorporate trends into Tweets using your distinctive voice.
Use trends and hashtags
Did you know that tweets with hashtags get double the engagement rates than tweets without them? Statistics like this suggest you should apply hashtags to every tweet you put out, but this isn’t a good idea either. Instead, it’s best to use hashtags for an intended purpose.
Most brands use hashtags for promotional purposes, and this is very effective. If you have a campaign for a short period – such as discounts on Black Friday – some relevant hashtags can significantly increase engagement rates and help grow your audience and brand awareness.
Use Twitter ads
Twitter ads work like other social media and search engine ads. However, you pay a premium – a monthly subscription in the case of Twitter – and you get to optimize your setting to target different demographics. Your ads then appear on users’ Twitter feeds.
Although this costs money, it’s an effective way to engage new people with your brand and promote a new product or service. Even if someone doesn’t follow your brand, the ads will show up in their news feed if they have an optimized interest.
Time your Tweets
Once you tweet, that post will remain on the Twitter newsfeed until it is deleted, but that doesn’t mean anyone will see it. The Twitter newsfeed moves incredibly fast, so a post that went up thirty minutes ago might well be invisible always. One technique is to time your tweets effectively.
Posting a tweet at the right time can mean the difference between high engagement and none at all. The average half-life is around thirty minutes, and tweets reach 75% of their potential in three hours, so posting at the right time is crucial. Use an engagement schedule to help.
Schedule your Tweets
Consistency is vital when posting to Twitter. Audiences expect regular – often daily posts – from the brands they follow. It helps the Twitter algorithm identify popular and relevant Tweets to boost engagement. So you need to time your tweets, but you also need to schedule them to land consistently.
If you’re a brand, it’s recommended that you post to Twitter at least once a day, but many brands will post much more than that – up to fifteen times a day! The frequency of your posts is usually determined by the relevance and quantity of the content you create.
Engage with Twitter Audiences
To create a successful brand on Twitter, you need to interact with your Twitter audience and anyone on the platform who mentions your brand. Whether positive or negative, you need to communicate with your brand community to build trust and confidence.
As with other social media platforms, Twitter is a two-way channel. If your brand posts regularly but displays low audience engagement, it makes users feel like an overly promotional business, but interacting with creates a strong brand community that users can invest in.
Set brand goals for Twitter
No Twitter marketing strategy is complete without brand goals. Brand goals help to keep your campaign on track and monitor the success of your promotions and campaigns. Brand goals on Twitter can mean “growing awareness” and “brand engagement.”
These are separate things. Growing awareness is measured by “followers” and “reach,” while brand engagement is measured by “replies” and “shares.” There are many other goals you can set, it depends on your overall strategy, but it’s essential to monitor them frequently.
Use a cross-platform strategy.
Today’s effective brand strategy involves more than one social media platform because the platforms have different audiences and different forms of engagement. Your Twitter profile can be integrated into an overall social media strategy to get the most out of every forum.
You might need some help to create an effective social media brand strategy that’s effective cross-platform. Each platform has micro-differences that require separate management. Your Twitter accounts are no different; ensure you have a dedicated team to operate your Twitter brand marketing strategy.
To sum up
Brand awareness and engagement on social media are essential for building and maintaining a lasting brand, but it doesn’t happen by accident. Each social media platform has unique traits that you need to work with to ensure your brand stays healthy and relevant.
Using Twitter Marketing to create goals for your brand and monitor them often, you can engage with existing audiences more effectively and grow your audience using intelligent advertising.
Google says skeptics of what the company determines to be “scientific consensus” about climate change will be prevented from making money or spreading so-called “misinformation” on YouTube, a major decision that tech experts say is motivated more by politics than sincere environmental concerns.
The tech behemoth announced the policy change in a Thursday blog post that noted the change will “prohibit ads for, and monetization of, content that contradicts well-established scientific consensus around the existence and causes of climate change,” and is slated to affect YouTube video creators, advertisers, and publishers.
Critics immediately questioned whether the move was yet another example of a big tech company working in lockstep with the Democratic Party’s agenda to silence those who have the “wrong” thoughts about a debatable issue.
Steve Milloy, a former Trump EPA transition member and the founder of JunkScience.com, said the forthcoming policy “does nothing but validate what climate realists have been saying for years: It’s not about the climate; it’s about the political power.”
“If what we were saying was wrong, we would have been laughed off the Internet long ago,” he said. “Instead, reality is validating us and public support for climate idiocy is going nowhere.”
The new Google policy applies to any content that it determines calls climate change a hoax or denies that greenhouse gas emissions and human activity have contributed to the overall warming of the earth.
Google’s ad team said a “growing number” of its “advertising and publisher partners” have expressed concerns in recent years about “ads that run alongside or promote inaccurate claims about climate change.”
The company says that advertisers don’t want their ads showing up next to content that denies climate change, and publishers and creators don’t want the content to appear on their pages or videos.
Milloy believes the change, which is set to go into effect in November, will “have no effect on climate realist websites for the simple reason that the ad revenue is pretty trivial.”
I don’t know of any climate realist who blogs for the Google ad revenue…
“I don’t know of any climate realist who blogs for the Google ad revenue,” he said. “We do it because we oppose the abuse of science, especially as it is being used to advance totalitarianism.”
Google said it will use a mix of both automated tools and human reviewers to enforce the policy. It says it will “look carefully at the context in which claims are made, differentiating between content that states a false claim as fact, versus content that reports on or discusses that claim” when it evaluates content.
While Google may be responding to pressure from climate activists to “do more,” critics say the policy is another reason why the publisher shouldn’t be protected by Sec. 230 of the Communications Decency Act, a controversial protection afforded to tech companies that shields them from being sued over content that users post on their site.
Marketing and big tech expert Adam Rizzieri called the new policy “par for the course” when it comes to tech organizations protecting the speech of the “elite, VIP class of users, while rapidly silencing and de-platforming all others.”
“Google routinely allows politically divisive issues to dictate how its platforms operate and what its users can do and say,” Rizzieri said. “Unlike private companies, Google wields the de facto power of a government entity and therefore abuses its power in how it actively silences the free speech of users, spanning from daily users to renowned thought leaders.”
When it comes to YouTube, he said the video platform has already “routinely demonetized or suspended credentialed, industry experts” on other topics.
“They target your average YouTube user, but they also go after thought leaders – including Nobel Prize winners and actual history makers,” he said. “When YouTube’s enforcement teams believe themselves to know more than Nobel Prize winners and legal thought leaders like Alan Dershowitz, we have a big problem.”
When YouTube’s enforcement teams believe themselves to know more than Nobel Prize winners and legal thought leaders like Alan Dershowitz, we have a big problem.
Because policies like these “actively violate the First Amendment rights of everyone,” Rizzieri said big tech companies “should not get to enjoy Section 230 immunities.”
James Taylor, the president of the Illinois-based thinktank The Heartland Institute, says concerns about actions like those taken by Google have led 33 states to push legislation in a bid to combat censorship and free speech concerns. Florida and Texas have already had two of those bills signed into law.
“Google and Big Tech are perpetrating Digital Age book-burning,” Taylor said, adding, “It is now The People versus Big Tech — and they brought it upon themselves.”
Milloy added, “Google’s demonetization is an admission that we are winning, a treasure far more valuable than Google ad revenue.”
Expert Tips For The Ultimate Guide to B2B Marketing in 2021
When it comes to business marketing, 2021 looks completely different than last year. A few years ago, the strategies and plans you had in place for b2b marketing will need an overhaul for 2021. COVID-19 threw changes at businesses, increasing the need to appeal to customers and clients working from home.
As a marketer, you may already know that business-to-business marketing has to be on-trend, modern, and engaging, and the only way to do this is to follow the latest trends and line up with what your clients will need to see from you.
B2B marketers today have to rethink their plans, rework strategies and consider their current approach and whether it applies. Customer expectations are changing, and the need for digital engagement is on the up. With different digital channels used to build new and existing customer relationships, B2B marketing experts must widen their scope with digital engagement.
Business-to-business marketing strategies will differ from business to business, but the most significant focus needs to be on driving growth and improving consumer experiences. This will boost your business marketing and improve your relationships with your customers at the same time.
The world may look like a different place right now than a few years ago, but digital marketing is steaming forward, and we all need to look at customer engagement and branding. Below, we’ve put together a list of the B2B marketing strategies that will be taking 2021 by storm.
Widen Digital Engagement
Did you know that over 90% of B2B marketing experts use email as their primary strategy for marketing? Email marketing – despite what people think – is not dead yet! From using interesting subjects to segmenting emails depending on the customer group, B2B marketers are using responsive and user-friendly emails to capture the attention of their customers.
It’s important to broaden this sphere, so missing in web marketing (paid ads, SEO, and a branded website) will help. More than 80% of consumers will check a company website before they commit to a purchase.
Lastly, use content marketing! People are using their phones and their computers to search for information. Excellent content needs to be value-driven, data-driven, and AI-driven, too.
Invest In SEO
As most of the world moves in and out of lockdown, B2B marketers need to consider their current SEO strategy and adjust it to suit. It will help if you enhance your visibility while generating quality leads for B2B businesses. When you have a strong SEO strategy, your marketing goals can be better realized.
Offer Better UX
User experience is one of the most crucial pieces of the B2B marketing puzzle. It ensures that your business customers repeatedly return, so you need to make the necessary investments in user experience (UX) to grow the business quickly.
Inbound Marketing Increases In Popularity
Did you know that inbound marketing is as essential as any other marketing sphere? It’s going to increase with customers that are looking for tailored content. You must build long-lasting connections with your customers, and to do this, you have to gear your content toward offering them the answers they need to their business problems.
Consider Artificial Intelligence
One of the most popular marketing strategies for this year is artificial intelligence. This can help you broaden the scope of B2B marketing. Marketers in the business sphere can employ automation strategies to gain better insights and make better decisions. In our data-driven culture, artificial intelligence is ready to change the game. AI is going to be an essential tool for delivering user-friendly content.
With our need for instant gratification, chatbots and live help (all AI-based) are becoming more popular for businesses worldwide. It’s all about customer service, and chatbots are there to help you connect better to your customers, providing them exceptional experiences every time.
More Than One Channel
When it comes to your B2B marketing strategies, you need to ensure an omnichannel provider. This is more than a trend; this is the next step in promoting the right message between consumer and brand. Social and digital channels need to be maximized to offer the best possible service.
Consider Software As A Service
This is a business-to-business marketing strategy that is provided to other businesses through cloud-based applications. SaaS uses platforms such as the internet for better accessibility and at a cheaper cost. You can optimize sales and generate more revenue, all the while improving your performance!
Invest In CRM
When was the last time you updated your customer relationship management software? With people staying at home and business leaders working from anywhere, you need to retain your customers. To do that, you need to invest in the best cutting-edge CRM software this year, and it’s expected that many B2B marketers will do precisely that!
Voice Search Soars
Ah, Siri and Alexa have changed the marketing game! Voice search is becoming more and more popular with customers who are more tech-savvy than all the rest, and with the help of AI and ML, more companies are utilizing voice search on their websites to attract more customers.
B2B marketing is full of challenges, but the traditional B2B marketing strategies are in dire need of an overhaul given the changes to the way businesses are working throughout the pandemic. Companies have to do what they can to reach their targeted audiences, and with the help of digital engagement and multi-channel marketing, your business can better connect with consumers.
When it comes down to it, whatever digital tools are at the disposal of your business, you should use them. You can ensure that you reach business customers in the right way and provide them with the best marketing and content options. All of this will keep them coming back for more!
Facebook and Instagram’s servers are down for nearly 2.85 billion users worldwide. Facebook CTO, Mike Schroepfer, added the following statement via Twitter:
*Sincere* apologies to everyone impacted by outages of Facebook powered services right now. We are experiencing networking issues and teams are working as fast as possible to debug and restore as fast as possible
Inside Facebook, the outage has broken nearly all internal systems employees use to communicate and work. Several employees told The Vergethey’ve resorted to talking through their work-provided Outlook email accounts, though employees can’t receive emails from external addresses. Employees logged into work tools such as Google Docs and Zoom before the outage can still use those, but any employee who needs to log in with their work email is blocked.
The Verge reports that Facebook engineers have been sent to the company’s U.S. data centers to try and fix the problem, according to two people familiar with the situation. That means the outage, already Facebook’s most severe in years could be further prolonged.
What does this mean for your business?
Having a well-built website that won’t crash is important for sales and customer representation. Depending on when Facebook’s servers will be back up, this could negatively affect their business. Since Facebook went down, its stock $FB has been down nearly 5 points.
Many businesses are scrambling to cope with this potential loss of revenue due to the outage. The best course of action for businesses is to ensure their email and SEO strategies are included in their marketing strategies.
Lead generation is a vital aspect of any business that sells a product or service. In marketing terms, B2B lead generation involves the identification of potential customers and conducting marketing or sales activity to encourage their interest. The greater number of leads you bring in, the more revenue you can make.
As a company operating in the B2B sector, you will have a different set of criteria of what is classed as a qualified lead and requires the collaborative and strategic working of the marketing and sales functions within the company.
Historically, sales and marketing have been known to work in silos. As buyer behavior has changed, so has the way sales and marketing departments interact with potential clients. An aligned approach is vital. Marketing strategy is designed to attract potential leads, qualify them as relevant, and push them through the funnel to sales outreach.
Why your business needed B2B lead generation
In times gone by, sales and marketing were more concerned about telling the client about the existence of your product. But the nature of buyer behavior has changed drastically due to the internet. Inbound marketing is designed to bring your leads to you rather than pursuing them.
How to define B2B leads
Technically, any business that could benefit from your product or service could be a lead, but this doesn’t help your sales team effectively target their efforts. Instead, they should be categorized by their level of interest. These are usually defined as either a Marketing Qualified Lead (MQL) or a Sales Qualified Lead (SQL)
When potential clients engage with your marketing campaigns, they will be identified as an MQL. This engagement could include downloading content, attending a webinar, interacting on social media.
High-quality MQLs are vital in providing the sales team with a solid pipeline of leads. This will also increase your chance of conversion and improve ROI.
The next stage of the marketing funnel involves moving MQLs to SQLs. When a lead is deemed an SQL, then this is the point where your sales team will usually reach out and initiate contact.
The move from MQL to SQL usually involves more signs of real intent. This can include emailing for more information, filling in an online form, or signing up for a free trial.
Who is responsible for B2B lead generation?
B2B lead generation strategies and lead management is usually the joint responsibility of the sales and marketing departments. Whereas it used to be common for sales teams to be solely responsible, that is no longer the case, and the sales and marketing departments must collaborate closely to achieve targets.
Modern sales departments are usually split into separate roles to create efficiencies and focus talent in the right areas. Sales development roles identify possible leads, conduct initial engagement, and set any calls or meetings.
Business development managers are those who work at a more strategic level with leads. They communicate with prospects, give presentations and demos, and close deals.
By running the sales function in this way, you create a very efficient department where everyone’s roles are clearly defined.
Marketers also fall into different categories when it comes to their main roles. Growth marketers are becoming popular in start-ups where revenue is needed fast and with little budget. They tend to alter strategy quickly, trying new ideas and dropping others that aren’t getting quick results. This approach works well at the start-up stage but generally can’t scale effectively, where a more sophisticated marketing setup is needed.
Inbound and demand generation marketers focus on developing strategies to engage potential clients and fill up the marketing funnel.
Depending on the size of your company, you may use one or more agency partners to handle various parts of your B2B lead generation activity.
Larger marketing departments may consist of digital specialists, content marketers, lead generation, and growth hacking.
B2B lead generation activities
Several different B2B lead generation strategies can be conducted to bring in new business. There is still a place for traditional sales cold calling when it is targeted to the right organizations.
Outreach – the traditional approach of calling relevant people and attempting to get them to agree to a meeting, demo, or receive more information.
Email – similar to telephone outreach, this involves emailing potential leads. This can be done via personal email or an email platform.
Social – targeting and developing contacts through social media platforms and LinkedIn.
Alongside traditional sales outreach, the main b2b lead gen strategy is run by the marketing department.
Content marketing – creating and publishing interesting and informative content on a range of channels. Lead capture then pulls leads into the marketing funnel, where they become an MQL. Content can include videos, podcasts, webinars. Ebooks and blogs.
Account marketing – the buyer personas at each company are identified, and campaigns are created to target them specifically.
Technology in B2B lead generation
Modern sales and marketing initiatives run on technology. Aside from the platforms you choose to run your campaigns on. Internal systems allow you to capture the campaign data.
A Customer Relationship Management (CRM) system is vital to tracking and recording potential client data and your interaction with them.
Another invaluable platform is marketing automation. Save time and money by automating your entire inbound marketing strategy rather than manually handling all aspects of the funnel.
B2B lead generation is an important part of any business. Generating these leads needs strong business direction and an aligned sales and marketing department. By deploying a range of strategies across targeted marketing channels, you’re increasing your chances of attracting and converting more leads through your funnel.
Each lead generation strategy will be slightly different, and you’ll be competing with others in your industry for the attention of your target market. By defining your buyer personas and targeting your campaigns precisely, you’ll improve your ROI as wells as your conversion rate.
Expert Tips For How to Use LinkedIn for Business: A Step-by-Step Guide for Marketers
LinkedIn is an excellent place for businesses that are looking to network and grow their reach. Unlike many other popular social networks out there today, LinkedIn is aimed at job seekers and professionals. At its core, it is a professional social network. It is all about business-related activities, including industry discussions, professional connections, career development, and much more. With that being said, let’s take a look at using LinkedIn successfully for your business below.
Set up your page effectively
Many different elements come together when it comes to creating the perfect LinkedIn page. Firstly, you need to fill out your company description. This should make it evident in what your company does, the services and products you sell, your mission, and your vision. Make sure you write in your brand voice. Aside from this, a professional cover photo is needed, and you can add as many as three hashtags to your profile, which will make your profile more searchable, so select your hashtags with care.
In addition to this, you should add the locations your business is based in, i.e., your store or office locations. You need to add multiple locations, which will help you become more searchable when people do local searches on LinkedIn. In addition to this, you can manage your language.
If you have a multilingual audience or global brand, add your description, tagline, and name in more than 20 different languages. Finally, it would help if you thought about adding a custom button to your LinkedIn page. This will encourage visitors to take action. Options include the likes of sign up, register, learn more, contact us, and visit a website.
Find connections and customers that are highly targeted.
Targeting on LinkedIn is a must when it comes to using this platform effectively. The targeting on LinkedIn is unlike any other when it comes to digital advertising. Small companies can zero in on specific industries, job roles, and company sizes they know would typically be interested in their job or service.
For instance, let’s say that you sell inventory management software to small companies in New York. You can set your advertising so that you will only show your campaigns to companies in New York with less than 100 employees.
Add LinkedIn buttons across your online presence.
Aside from the suggestions that we have mentioned so far, we also recommend that you add social media icons to the footer or header of your newsletter or website, which will make it a lot easier for people to find your LinkedIn page. You can also add these buttons to your emails as well.
Consider the right time for your posts.
Use analytics to find out the optimal time to post content to reach your desired audience on LinkedIn. Some of the optimal times for posting on LinkedIn include 5.45 pm, 12.45 pm, 10.45 am, and 7.45 am, according to Hootsuite. Use your research to continue to refine your strategy, though.
Optimize posts for impact and rich
In addition to the benefits that we have mentioned so far, when it comes to posting from your business page on LinkedIn, there are several practices you should consider. The algorithm used by LinkedIn will rank posts based on several different signals, including engagement probability, interest relevance, and personal connections.
This means that you should be looking to create posts that interest people and are highly engaging. You can also notify workers if you believe they would be interested in something you have posted. As an advocate of your business, they will get the engagement started on the post and, therefore, increase its visibility.
Some of the things we recommend you do to boost your LinkedIn posts include:
Respond to any comments left on your post to increase engagement
Write solid and robust headlines for your articles
Add a few relevant hashtags to your posts, but do so in a natural manner
Boost engagement and feedback with LinkedIn pools
Lead with a question that encourages people to respond
Tag pages and people mentioned in the post
Name the type of audience you are trying to reach, for example, remote workers or working parents
Include a call-to-action that is simple, clear, and eye-catching
Call out key quotes, points, and statistics
Keep the copy short – If the post is long, make sure it is readable by including bullet points, numbers, and paragraph breaks.
Use video or imagery to capture the attention
Share content that is relevant and timely
Share posts with rich media
Last but not least, another suggestion that we have for when it comes to LinkedIn marketing is to share posts that have rich media, i.e., videos or photos. Posts like this tend to perform much better across social media platforms like LinkedIn. In fact, according to the social media powerhouse themselves, posts with images generate 98 percent more comments when compared to posts that do not have any rich media.
When it comes to adding rich media to your posts, we recommend using custom photographs whenever you can. Avoiding stock imagery is a great way to stand out. You can also support your posts by uploading the likes of SlideShare presentations, PowerPoints, or PDFs.
One of the great benefits of native video on LinkedIn is that it will play automatically whenever someone scrolls by it. As a consequence, it is highly effective in terms of catching people’s attention! When compared with other types of content, videos experience five times the amount of engagement on LinkedIn.
So there you have it: some of the different approaches you can use to maximize LinkedIn when it comes to marketing your business. We hope that the ideas and suggestions mentioned above will help you make the most of this unique and exciting social media platform.
Expert Tips For 5 Digital Marketing Myths Debunked
Most modern and online businesses have quickly adapted and took advantage of this fast-growing industry regarding digital marketing. Current marketing strategies like digital marketing have given small business owners and marketing teams of established businesses worldwide.
Social Media Marketing is also one of the most effective marketing strategies in the modern day, and businesses not making use of it will be left behind fast. Marketing teams in businesses should have adapted and allowed budgets to generate leads and sales on online platforms. The reach for meager costs will enable businesses to target the correct people while still in the awareness phase.
However, even with evidence and records to prove this, some individuals remain wary. This article will debunk the five most common digital marketing myths.
1 Social Media Marketing Only Works For Specific Industries
This is one of the most common myths because it’s not entirely true. For example, even though social media marketing may be more effective for fashion and retail companies, major brands in every industry have used this strategy to generate leads and sales.
That means as businesses evolve, so does social media marketing; all industries can use it effectively, so there is no need to avoid it! Furthermore, a study conducted by Gartner predicts that by 2020 up to 30% of top-performing companies will abandon their digital campaigns if they don’t start making changes now.
2 SEO Is Dead
No, SEO is not dead! The reverse could be true. This marketing strategy has been around for ages and will continue to exist because it’s still one of the most effective ways to generate leads and sales online. It may not have reached its peak yet either; many other industries can benefit from an increase in search engine rankings, such as healthcare or education—both ranked among the top 20 largest U.S. industry sectors by GDP contribution (Cleveland).
Modern tools like Google Maps also provide hints on where people live, allowing businesses to target neighborhoods they want to reach out to with specific products/services based on location-based searches (Google Trends). As long as these digital marketing myths aren’t true, SEO will remain a powerful way to generate leads and sales. As long as Google considers SEO an essential part of the ranking factors for businesses worldwide, no one can say otherwise.
3 You Don’t Have To Build An Online Presence If Your Competition Isn’t Online.
This myth is not valid. Even though it may seem like the competition might be ahead of you, they’re still vulnerable to being taken over—because your competitors are also running into difficulties with modern marketing strategies.
For example, Facebook’s algorithm changes in late 2016 that led to a decrease in organic content reach meant small businesses and blogs were left behind without enough budget for increased paid ads (Bates). Additionally, since digital marketing requires constant upkeep and care, so does social media; if neglected, there will be consequences!
Of course, established companies can take advantage of this on their own or hire a Top Digital Marketing Agency in Dallas to do all the work for them. Still, no matter what needs to be done, as long as these steps aren’t followed, someone else could come in and take over before you know it.
4 Mobile Website Traffic Doesn’t Drive Conversions
This myth is also not close to being correct. Mobile website traffic has increased steadily over the years, and in fact, mobile-only users have grown to be a top priority market for most businesses. For example, according to Microsoft’s latest report on global internet usage trends (2016), more than 17% of people only use their phones, which means your business must provide easy access via mobile so they can still engage with you effectively.
This also goes for all those competitors out there; if ignored, this could mean lost opportunities when small moments become big deals—such as someone searching nearby restaurants while hungry and finding yours! These digital marketing myths aren’t true, resulting in decreased leads/sales because mobile website traffic is one of the most critical driving conversions.
In more recent years, statistics have shown that mobile users came close to being 50% of all online traffic, making sense. Smartphones have enabled individuals to browse the internet, similar to a PC, conveniently. So make sure your website is optimized for mobile use.
5 Negative Reviews Will Dramatically Decrease Your Sales
This myth is false, especially for high-quality products and services! The truth is that consumers are more likely to buy from a company they know or have heard of before than if they stumble across it randomly, so in this case, negative reviews can be good marketing because people will listen to you through word of mouth. Negative reviews may also lead to increased sales when handled correctly.
By providing customer service with a smile (and sometimes even freebies!), the unhappy customers could become repeat customers who love your business! This goes back to the importance of social media because now these disgruntled customers might spread their happiness on platforms like Facebook. This means all those new potential leads will come knocking at your door, too. Unless, of course, you don’t have the proper digital marketing strategy in place.
As long as these digital marketing myths aren’t true, SEO will remain a powerful way to generate leads and sales. However, it’s essential not to neglect other aspects of modern marketing: social media, for example! Social media platforms like Facebook are just one aspect that businesses need to utilize to get ahead, or they could end up paying the price.
This goes back again to those potential customers who might have been interested in your business but decided against it because you didn’t show them any love on their favorite platform. So make sure all bases are covered with Industry-Leading Digital Marketing Services from Dallas Top Digital Marketing Agency today if you want a steady flow of new leads coming in!
Expert Tips For Guide to Optimizing Google My Business
If you have a business website, why do you need to Google My Business?
Google My Business isn’t a replacement for your website. It’s a summary of your most relevant information so people can find out about you quickly and easily.
Your GMB information includes:
Who you are
As a business, you also gain crucial information from GMB – like reviews, messages, customer photos, and insights into how customers interact with your business.
Getting Started with a Google My Business Listing
Do you have GMB? Quickly find out by Googling your business name. If no listing pops up or a listing pops up that isn’t claimed, then it’s time you set one up.
Over 56% of businesses never claimed their GMB account! Don’t miss out on potential customers, and claim your business today!
5 Tips for Optimizing Google My Business
If you already have a listing, log into your account and start Google My Business optimization using these five steps.
Fill Out All Your Business Information Using SEO
GMB optimization begins with filling out your basic information on your Google business page. Carefully add as much information as possible – making sure it’s accurate and up to date. Compare the information with your website as inconsistencies negatively affect your search appearance.
Beyond your basic information, your Google My Business listing includes attributes, a description, and a business category. Fill out these portions according to how you want to be ranked in Google and what search terms you want your business to relate to.
Does your location have free Wifi? Is there onsite parking? Is your location wheelchair accessible? These attributes help your business show up when people search phrases like “Wheelchair-accessible restaurants near me” or “hair salon with wifi.”
Use SEO and keywords to get your Google listings ranked in the most relevant customer searches. Your keywords should include where you are, what you offer, and what makes you unique (your marketable quality).
Keep your information Updated.
Your business listing isn’t a one-time deal. You should continually update it with the most accurate information.
New phone number? Update GMB.
New address? Update GMB.
New product? Update GMB.
Changed holiday hours? Update GMB.
You get the idea. Customers should know your Google local listing is reliable, or else it could negatively affect your business.
People like pictures. Use them! Over 60% of customers are MORE likely to visit your business if you have an image. Images show you are a real business with live people. This knowledge builds trust in customers and makes them more willing to do business with you.
There are several types of images you should choose carefully and have added to any GMB.
Logo: This image is your face and will show up the most in search results – choose it wisely!
Cover Photo: Summarize WHO you are using one photo to grab people’s attention.
Business Photos: Have fun with the pictures connected to your account. Show friendly interactions, quality products, and relevant images that boost your brand.
Use GMB to Interact with Customers
In a world filled with robots and automated messaging, finding a human to interact within a business is rare. Build a personal relationship with your customers by giving them that human touch.
GMB offers several ways to interact with customers. First is their messaging app. You have contact forms, email, and phone numbers for customers to use. Also, allow people to directly message you through Google to show you are serious about hearing from them.
Don’t just offer that option, but also respond – even if that means adding in an immediate automated response. Then, have customer service answer personally later. That small gesture lets customers know you are listening.
Reviews are another way to reach out to customers. Over 93% of customers will look up reviews online before deciding on a product. What people say about your business matters!
Show you also care what people are saying by responding to each review using your GMB account. Thank the people who are giving you positive reviews using genuine language. If you can add personal details in your response to prove you’re human and not a robot, add them!
You will sometimes get negative reviews. If you don’t get any negative reviews, customers might start to wonder if you’re a legitimate business. Consider negative reviews as an opportunity to showcase another aspect of your business – customer satisfaction.
Apologize to the person who wasn’t happy, and make a public declaration of your desire to right the wrong. Even if that one customer never returns, other customers know that if they aren’t happy, you’re willing to work with them.
Post events, products, and discounts
Use your business as your storefront window. Display highlights from your product lineup, discounts, and upcoming events.
The products and services listed on your page should represent the very best of your stock. Use catchy images and titles. Even if people aren’t interested in your highlighted products, the images can encourage customers to click on your website to see more.
Everyone likes freebies! Coupons and promotions are another way to encourage people to shop. When you walk into a store, how likely are you to walk straight to the bright red sign exclaiming “SALE!”? When people pull up your business, draw them in with sales and promotions.
Display your calendar of events for customers to see right there on Google. Plus, your event will add another element to rank in Google. If someone Googles “free events near me this weekend,” your event could rank and attract new customers.
Make the Most of Your GMB Page
Optimizing your Google My Business listing isn’t an easy task. That’s why you can hire marketing experts to help with your SEO and rankings.
Agency Partner Interactive offers digital marketing services – including Google My Business optimization – through their team of experts that deliver value, accelerate revenue, and increase profits. Talk to a team member today and start getting the most out of your GMB listing.
Social networks like Facebook, Instagram, Twitter, and Youtube may be your go-to tools for marketing content today, due to the majority of attention that they command, but that may not remain the case as alternative platforms promise freer, better, and safer spaces. Below is a list of major new establishments that are threatening mainstream networks, and, following that, an idea of what consumers can expect going forth. In a world where data is not only being collected, but also sold for profit, it’s no surprise that people are opting for providers who treat them as people, not products. It’s not the next thing, but a core value that customers of any industry have always catered to: connection. It’s the “why.”
The purpose, the mission, the values that a brand stands behind has been and will continue being the driving force behind the building of any community, especially as consumers become smarter, more conscious about who they subscribe to and why. Right now, Google’s Chrome or Apple’s Safari may be set as the default browser on your computer; Facebook and Twitter may be your go-to apps for outreach and engagement; Youtube could be the video platform you use to host and stream, but social media as we know it is evolving as you read this to offer more, include more– even the voices that are unpopular or banned entirely. Some would argue that Big Tech has an unwavering monopoly over the market, and that the small business doesn’t have a fair chance at competing unless they’re willing to cooperate, but public opinion has remained ever-evolving and ever-powerful.
“Every time you spend money, you’re casting a vote for the kind of world you want.”
― Anna Lappe
A great example of this theory at work is when we vote with our money, or, to be specific, when we’re choosing who to give our data to.
Following the storming of the United States Capitol, for instance, Parler received nationwide attention as an alternative to Twitter. It was a hit, especially with conservatives as influential voices like the former president himself, Donald J. Trump, continued to be silenced. While Twitter defends their action as a violation of “the company’s policy against the glorification of violence,” some progressive leaders have expressed discomfort with the suppression of speech:
“…if you’re asking me, do I feel particularly comfortable that the President, the then-President of the United States could not express his views on Twitter? I don’t feel comfortable about that.”
Parler saw an opportunity in marketing itself as the “Free Speech Platform,” but will those efforts count when small businesses are at the mercy of Big Tech? For example, if an iPhone user is curious about the Twitter alternative today and chooses to download the app via their App Store, they can’t do so.
Why Does This Matter?
The Twitter vs Parler debate makes for a good case study for those interested in conscious consumerism and how choices made by these tech titans trickle down to the individual, and their lifestyle choices.
Since everyone and every business is unique, it’s up to the entities alone to discover and develop a social media toolkit that works for them.
Questions To Consider:
Where is my audience?
Where are they most, and least active?
Where are we the most, and least active?
Am I okay with sharing this data with a third party?
As you go, try auditing the tools that are at your disposal. Do you have a reason for using Twitter, and not Parler— or vice versa? You may choose to use both, but defining those parameters will help provide clarity, and some direction as to how and where you could be optimizing.
Here are some notable up and comers to look out for and how they compare to the mainstream platforms:
Pros: Privacy Ad-free No Spyware Cons: Limited exposure Costs associated with themes, stickers, page presence, cloud storage, voice and video calls
Pros: Fastest media player Free speech protected Monetization is higher Simpler policies Cons: Limited exposure
Pros: Data is not traded Ads are not targeted Searches are anonymous (like you’ve never been there before) Cons: Meta descriptions are small, almost difficult to understand or read Users may find themselves fact-checking with Google anyway Search results may turn up limited information
Pros: Unlimited messaging across all plans Unlimited integrations Free screen-sharing Cons: Limited to audio and video
For some, these benefits may not be benefits at all, but an inconvenience. No spyware is great in theory, but doing away with it means doing away with facial-recognition technology, tracking systems such as your GPS, and other personalized services that make our day-to-day tasks efficient.
Perhaps the real conversation to have here is whether we’re ready to give up comfort and convenience for privacy, or better yet, if it’s possible to have the best of both worlds with alternative media.
Take Control of Your Feed
Whatever the case is for you, we aim to inform. Algorithms and features are constantly changing, so it’s important that you’re consulting and confirming with the experts to stay true to your potential. Agency Partner’s award-winning team would be more than happy to sit down and develop an online strategy with you.
What is the key value proposition of Google Search campaigns?
This is pretty simple. Google Search Campaigns show your ads when a customer is searching for your product or service.
How can Google Ads help you advance your business goals?
By building awareness of your brand.
By driving online, in-app, in-person, and over-the-phone sales.
By influencing consideration of your products and services.
What is a Universal App campaign?
These ads drive engagement, app installs, and in-app purchases. They appear across the Google Search and Display Networks, as well as on Google Play and YouTube.
What is a Google Ads Video Campaign?
These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network.
What is a Google Shopping Campaign?
These ads promote your products by giving users detailed information about what you’re selling. They appear on Google Shopping and next to search results.
What is a basic Google Ads Search Campaign?
These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer.
What is a Google Ads Optimization Score?
A Google Ads Optimization score is made up of over 50 recommendations to optimize search campaigns. Some of these factors include shifts in spend mix, changes in tracked conversions, and changes in auction dynamics.
How does Google Ads generate Responsive Search Ads? And what are they?
Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers.
To create a Responsive Search Ad, you simply enter multiple headlines and descriptions into Google ads, and over time, Google Ads will automatically test different combinations and learn which combinations perform best.
What are Dynamic Search Ads?
Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword-based campaigns. Dynamic Search Ad headlines and landing pages are also generated using content from your website, which keeps your ads relevant and saves you time. All you need to do is add a creative description.
Which part of a Search ad isn’t automatically generated by Dynamic Search Ads?
The Description Line is not automatically generated.
How many ads should be implemented per ad group?
3. Every ad group should have at least 3 quality ads.
That way, the system can optimize your performance, and you can check your performance data to learn what message resonates best with your audience.
Which are the three required parts of a Google Search text ad?
A text ad consists of: Headline, description, and URL.
Which of the following is a core benefit of Google Ads automated bidding?
Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.
The Maximize Clicks autobidding strategy is best suited to which type of campaign goal?
If the campaign goal is to generate site Traffic, use the Maximize clicks bidding strategy.
The Target Impression Share autobidding strategy is best suited to which type of campaign goal?
If the campaign goal is to generate the most visibility, use the Target Impression Share bidding strategy.
The Target CPA autobidding strategy is best suited to which type of campaign goal?
If the campaign goal is to generate the most conversions, use the Target CPA bidding strategy.
The Target ROAS autobidding strategy is best suited to which type of campaign goal?
If the campaign goal is to generate the most revenue, use the Target Return on Ad Spend bidding strategy.
What marketing goal is the Call Extension ad extension best suited for?
This is best for businesses that are focused on driving more phone calls to their listed phone number.
What marketing goal is the Location Extension ad extension best suited for?
The Location Extension is best for companies that operate retail stores and want potential customers to see the distance from their location to the store. This helps drive more foot traffic to a brick and mortar location.
What marketing goal is the Sitelink Extension ad extension best suited for?
The Sitelink Extension is best suited for companies that want to direct people to specific pages on a website.
What marketing goal is the Structured Snippets ad extension best suited for?
The Structured Snippets ad extension is helpful for companies that want to describe the features of a specific product before customers click on an ad. This is a good opportunity to win a click from a similarly suited product or brand.
Which ad extensions can serve automatically?
Sitelink, callout, and structured snippet ad extensions can be served automatically.
Why do search ad extensions matter?
Ad extensions increase the value of your ads. Think of it this way, more ad “real estate” equates to greater visibility.
By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means you tend to get more value from your ad. Extensions often increase your total number of clicks, and can give people additional, interactive ways of reaching you—as with maps or calls.
If an advertiser doesn’t want to add remarketing tags to a website, what might be a good fit for them?
Try using Customer Match in cases where a remarketing tag isn’t present. Customer Match relies on your own data instead of a remarketing tag.
What is great about Affinity Audiences?
Affinity Audiences allow advertisers to reach people who are actively researching and intending to buy the products or services they offer.
What can be customized with audience signals to make Search campaigns more efficient?
Keywords can be customized with audience signals to add efficiency to search campaigns.
What are the three main factors that determine ad quality?
The three main factors that determine ad quality are: ad relevance, landing page experience, and the expected clickthrough rate.
Expert Tips For How to Market Your Business on TikTok
TikTok has been the newest digital marketing venture for a lot of companies. But don’t feel pressure to make an account so quickly. Marketing’s most fundamental concept is to be present wherever your audience is. And if your audience is not on TikTok, your company may not be missing out on much. But if you believe there is an engaged audience that can turn into leads – TikTok might be the marketing platform for you.
TikTok For Business is for brands who want to speak to their audience by unleashing their creative side. The key to being successful on TikTok is being creative and aligning the latest trends with your brand. To start creating content on TikTok, you first need to create a TikTok business account. The business account shares insights into how your content is doing and tips on reaching your marketing goals better.
TikTok For Business also has a learning center with many resources on the ins and outs of operating a business account. In addition, theirblog shares best practices for content creation, geo-targeting, and more!
Once you have your TikTok business account, you are going to want to start running ads. TikTok Ad Manager gives you a more accurate reach to users who will likely engage with your content. With TikTok’s advertising, you will be able to customize the targeting by specifying the gender, location, age, interests, and other variables of your target audience.
How to Create a TikTokMarketing Strategy
Now that you have a TikTok business account, it’s time to start exploring the app. First, you want to be comfortable with the app to navigate it and learn its features.
TikTok is a video platform, so it is important to understand video editing. Within video editing, you can use effects, music, filters, and more. Watching videos of users who are similar to your brand can help you find inspiration for content. TikTok is big in influencer marketing, so if you have that opportunity to partner with an influencer, it can help bring more exposure to your brand.
Don’t be afraid to explore other video editing apps to create your content. PREQUEL and InShot aregreat video editing apps that can make your videos stand out. In addition, TikTok has a feature where you can upload videos from your camera roll, making it possible to use different editing apps for your content.
Set Your Goals
Set goals before you start creating content on TikTok. Knowing what you want to achieve will help you plan your content accordingly. Some goals you can try to attain is:
A New Audience – discover a new audience that can connect with your brand. Expand your horizons and grow your market.
Brand Image – strengthen your brand image by creating unique and authentic content for your brand.
Promote Awareness – drive awareness for a product or service by creating content centered around it.
Develop Customer Relationships – strengthen the relationship you have with your current customers by connecting with them through content. An example can be a Q&A.
Remember to put a number in your goal to keep track of your progress. The numberwill show whether your marketing tactics are going towards your goal or away from it.
Find Your Target Audience
Before you start creating content, clearly identify the audience you want to target. Follow the key concepts in building an audience persona. Know the age, gender, and other characteristics of the audience you want to reach.
An excellent method is researching your audience on your other marketing platforms. Then, try to uncover any overlap you see in your findings. TikTok is all about connecting with things you like, so if you can find an underlying characteristic in your audience, it can help you plan content accordingly.
Understand TikTok’s Algorithm
If you know anything about social media marketing, you know there is a thing called an algorithm. TikTok’s algorithm looks at the filters and music you are using in your videos. It then uses this data to target other users using the same sounds and effects, assuming you and these users have the same interest. As you start promoting your business on TikTok, you want to understand how TikTok’s algorithm works, so the “for you page” is in your favor.
As stated before, you want to be present where your audience is. So, if your audience is on TikTok, pay attention to the sounds, effects, and TikTok trends they are doing, and see if you can incorporate this into your content.
Do a Competitive Analysis
When you are building a marketing strategy, it’s good to know what your competitors are doing. Watching other competitor’s videos can help you get some affirmation that you are on the right track. For example, on TikTok, small business communities always post videos of their products, behind the scenes, and other creative content. If you have the opportunity, make these kinds of videos but make them your own.
Also, check if your competitors are using influencers, and if they are, who are they, and what are they like? Finally, partnerships are an effective marketing strategy on TikTok; you will likely reach a larger audience driving more traffic to your page.
Lastly, Have Fun!
Audiences love TikTok for its unique content. It’s different from other social media platforms because its primary source of content is video, which means you only have a few seconds to keep the audience’s attention before they scroll to the following video. But, unfortunately, there is no secret formula on how to go viral. The only thing you can do is authentically create content to show your brand. So, make sure your TikTok marketing strategies appear this way.
Note: TikTok users, especially larger corporations, should know that China-based tech company Bytedance owns TikTok. And in China, there is no private ownership of anything, where the Chinese government retains ownership of all property and economic outputs. TikTok has a history of data harvesting, data mining, and algorithms to learn more about user behavior. Although many businesses do this for profit, many perceive that political parties do this for control.
Agency Partner lives in the digital world, and we know how the digital landscape changes by the minute. So if you have any questions about TikTok’s marketing strategies and want to learn more about our best content services, please contact Agency Partner.
What You Must Know To Promote a Successful Podcast
Digital Marketing Insights from Dallas’ Top Digital Agency
As a podcast host, you are someone that believes in the power of good quality content… you’re not concerned about quantity, though you do recognize the importance of consistency. Your show solves a problem for its listeners, whether it is a need for entertainment, education, enlightenment, or some combination of that. The truth is that you work hard to create great content, but the reality is that you must also work just as hard to distribute your show to engaged listeners. Does your podcast have a website? Does that website have opt-in forms that enable you to grow your email marketing database to send show recaps? There are so many things to be done! So, let’s get into it.
Dominate iTunes / Apple Podcasts
The key to growing your podcast is all in your ability to dominate iTunes.
Believe it or not, listens on SoundCloud and YouTube are fairly insignificant relative to those who are listening to podcasts on native iOS apps, including iTunes itself.
The reality is that iTunes accounts for about 70% of all podcast downloads and listens. To get started, create an iTunes Connect account and be ready to upload your podcast cover art by designing a great looking image that is sized at 1400×1400 pixels. If you’re just starting out, be sure that you have 3 to 5 episodes that are ready to go.
Hit the “New and Noteworthy” Section of iTunes
When you are ready to launch your podcast, it is best to launch with no less than a few episodes because it is likely that your followers will want to listen to more than just one at a time.
Importantly, you have to play to the favor of iTunes’ ranking algorithm to maximize your discoverability. The more time your listeners spend actually listening to your episode, the more the iTunes visibility algorithm will favor your show.
Some quick engagement to your first episodes during your first two weeks will help you appear as a featured podcast on the iTunes “New & Noteworthy” section. If you’re able to achieve this notoriety within 8 weeks of launching you show, this can be a huge accelerator for boosting your listenership and gaining the credibility that you need to attract sponsors.
Before your podcast launches, put together a list of as many people as you can and utilize the power of email marketing to notify people about your upcoming launch date.
1 month before launch: send a teaser email
1 week before launch: share the name of the show, a few episodes, and perhaps an audio clip along with a reminder of the launch
Launch date: be bold and ask people to listen, rate, and subscribe via email and on social media.
Ask your listeners, both in your podcasts and in your email marketing database, to subscribe to your show and to also post a review. Be sure that you are telling your fans specifically why they should subscribe.
If you’re not a daily host, try and get 2-4 weeks ahead of your publishing schedule. iTunes and the various podcast platforms love active, consistent publishers. If you can get into the habit of a consistent publishing schedule, you’ll be well on your way.
Too Late for the New & Newsworthy Section? Is Your Podcast Live Already?
Where there is a will, there’s a way! Facebook advertising allows you to target your audience by the type of device they’re using. This means that you can utilize the power of paid advertising to attract iOS users to your Apple Podcasts page. Likewise, you can do the same with Android and Google Podcasts using Google Ads.
The fact is that people often binge their shows and they’re always looking to consume more, similar content. Paid advertising on social media and in search engines allow