fbpx

Search results for: google adwords

March 19, 2018

How to Balance SEO and PPC Strategies

Learn How to Balance SEO and PPC Strategies in the First 6 Months of a New Marketing Campaign!

In the early days of any business, one of your primary objectives will be to bring as much relevant traffic to your website as possible. As you already know, there are two main ways to accomplish this: having a great SEO strategy, and using paid advertising. However, an easy trap to fall into is the belief that these approaches are mutually exclusive. This is why you need to Balance SEO and PPC Strategies.

Long story short, they’re not. In fact, if used correctly, SEO and PPC can be combined to give your business a significant head start in its opening months. To help you get going, here are a few tips on balancing your marketing strategies and getting the most out of both your paid and organic traffic.

Related reading: Using Google Alerts to Get An Edge Over Your Competition.

Set Shared Goals

While SEO and PPC have unique strengths, they can be used in tandem for many common marketing aspirations. This means each strategy supports the other, fast-tracking you to your goals, and decreasing the overall investment to achieve those aims.

For example, say you want to boost web traffic by 20 percent, running some targeted PPC ads can be a great way to reach more people, and point them to your website. However, optimizing your web pages to show up more often in search results will also increase the likelihood that the right people will find your store.
However, while using both strategies may see some overlap in audiences, it gives you an even greater boost to your overall visibility. Furthermore, by integrating the two approaches, if someone sees your ad and then decides to look you up, your SEO efforts will make it far easier for them to find you.

Having shared objectives for your campaigns means you can refine your marketing efforts to be complementary. Not only will this reinforce your brand message, but it also helps to build a sense of consistency and familiarity which can greatly enhance consumer trust in your brand.

Combine Your Data

Your SEO and PPC campaigns will both yield valuable data that can provide extensive insights into the habits and preferences of your target audience. So rather than having two completely separate teams acting on their associated data alone, it makes sense to pool your resources. This means that you can form a more complete picture of buyer habits, and enable your finding to balance SEO and PPC strategies simultaneously.

  • Data from onsite searches can help you narrow down keywords for your PPC ads.
  • Success of individual PPC ads can provide insights into the sort of aesthetics and copy that are most popular with your target audience.
  • Targeted ads on social media can provide granular detail about specific demographics, helping to build better buyer personas, and refine your SEO.

Another important reason to pool your data is that it can help to highlight discrepancies. If your paid ads are attracting an entirely different demographic to your organic search results, then you need to know why, and to use this knowledge to optimize your approach.

Optimize Landing Pages

Whether users find their way to your website via search results, or paid ads, having a great landing page is essential if you want to turn that visitor into a customer. Naturally, your SEO efforts will increase your site’s authority, and help these pages to show up in search results.

However, if you have a unified strategy for SEO and PPC, these pages will also complement the paid ads that drive traffic to them.
The benefit of this is that users who click on your ads will feel like they have come to exactly where they expected, rather than having to navigate from your homepage to whatever inspired them in your advert. In fact, Google Ads allows you to link individual product pages to your PPC ads, which is fantastic for driving impulse sales and creating a highly streamlined experience for your customers.

Test Organic Keywords
Finding the best keywords and key phrases for your marketing campaigns can be a difficult task. Even after reviewing your options using tools such as Wordstream’s keyword finder, it’s really a matter of trial and error to find the exact combinations that work for your business.

This is essential for getting the most out of your SEO, but you should also implement your findings in your PPC strategy. In fact, by reviewing the performance of individual paid ads, you can even use your PPC efforts to determine which keywords are most viable for your organic efforts.

Top tip: if you use an e-commerce host like Shopify to run your online store, you can claim $100 in Google Adwords credit when you spend $25.

Double Your Odds

A final point to remember when weighing up the viability of PPC versus SEO for your marketing approach is that by employing both, you can actually double your presence in search results. For example, if you manage to rank on the first page of search results for a given keyword, and your paid ad also shows up, the user is presented with two immediate options for visiting your site.

This increased visibility will also cause your website to seem more and more familiar over time, as it continues to show up in results. So while many web users are in the habit of ignoring paid search results, this doesn’t mean they don’t scan through them and remember the websites.

Then, if your site also appears in the organic search results, it is already recognizable, and presents the user with an alternative means of reaching your website, without feeling like they’ve been lured their by an advert. This means they arrive with greater trust in your brand, which in turn increases their likelihood of conversion.

As you can see, there is a lot to be gained both from paid advertising, and from improving your SEO. These two strategies are each powerful in their own right, but become infinitely more impactful when used together as part of an integrated approach.

While it is certainly possible to incorporate either of these tactics into your marketing strategy at a later date, it will always be most effective to implement them from day one. By doing this, you build your campaign upon a foundation of consistency, making it far easier to develop and optimize your approach over time.

Your first few months in business can be hard work, but that attention and diligence will pay off. Put the time and effort in now, and before long, you will not only have built an e-commerce brand to be proud of, but you’ll also have acquired invaluable marketing experience that will benefit you in all your future endeavors.

By Mac
September 11, 2017

8 Ways to Incorporate a Video Marketing Strategy in 2017

Learn 8 Ways to Incorporate a Video Marketing Strategy to Grow Your Business Online!

By now, I’m sure you’ve heard the phrase “Content is King” in reference to the importance of creating, producing, and sharing video content, which serves as a launching pad to acquiring new business. Let’s talk about how to incorporate a video marketing strategy into your small business with this Momentum Marketing Blog.

Sitting at the throne of content is video. It is expected that by the end of this calendar year, 2017, online video will account for 74% of all website traffic (Hubspot). With all of the marketing avenues and tools at your disposal, how are you supposed to know what will work best for your specific business and industry?

Take a few minutes to read through the 8 of the best ways to incorporate video into your marketing outreach for the rest of this year, and gain the momentum you need to have the leg up on your competition heading into 2018.

video marketing strategy

Facebook Advertising

With over 500 million people watching Facebook videos every day, you are neglecting an exponentially growing audience if you are still only creating traditional text and image-based ads. Facebook gives you the ability to get video views at a very minimal cost, meaning you’ll have more money to spend in other marketing avenues.

Facebook video ads work well for both conversion and branding-based campaigns. The most recent example I can give is, in the month of July, we ran a video campaign that was targeted to Page Likes. We were able to acquire just shy of 400 page likes with a $99 spend. That comes out to $0.25 per Page Like – real humans interacting with your business page who would like to learn more about what you do and stay updated with everything going on in your business.

Facebook video ads work exceptionally well for those of you in a service-based industry. Imagine owning a local restaurant, and you want to drive more customers in the door this fall. Create a short, 30-60 second video that eloquently visualizes some seasonal specials as well as classic favorites, and make the call-to-action something that entices people to come by – maybe a free pumpkin drink if you say you came from Facebook or 15% off your order in between the times of 4-6pm Monday-Thursday. You can also add in quick, 5-second clips of customers describing their pleasurable experience and them saying they can’t wait to come back.

Something to also keep in mind is that 85% of Facebook videos are watched without sound. Whether you are at the office, at home trying not to wake up your baby, or quickly scrolling through your feed, believe it or not, sound can be an inconvenience. Crazy, right? Luckily for you, Facebook will automatically add subtitles to your video, meaning you don’t have to spend any time or money hiring a professional to do so.

The power of video on Facebook doesn’t stop with ads. Going “Live” on social media is becoming more popular than ever. Don’t think just because you don’t have a 10,000+ audience you shouldn’t strive to engage the audience you do have. Even if you have 5 people join your Facebook Live, you can encourage those 5 people to share your post, which is then seen by their Facebook audience, which can then get organically shared again and again. Not to say this will happen every time, but consistency is key, especially if you are a small business who is new to the whole social media/video content creation game.

facebook video ads

Email Marketing

Email marketing is still a very powerful tool when used strategically. Building an email list full of past and potential customers is one of the most important things you can do as a business owner. Incorporating video into your emails is perfect for blog posts and linking out to content on another platform such as YouTube or Facebook.

What we like to do is whenever we push out a video blog through email (Mailchimp), we write a one-paragraph excerpt touching on the key points of the video, then creating a thumbnail image for the video which is linked to full version of the video.

This approach will give your email list just enough curiosity to want to click out to watch the video and see what you have to say. The reason why this is effective is because the people who have purchased from you in the past, or have opted-in to receive your newsletters in some capacity, are mostly warm to hot leads, meaning they are genuinely interested in your product or service and will be more inclined than anyone else to care about what you are saying and ultimately purchase from you again in the future.

YouTube

If anyone ever tells you they haven’t watched at least one YouTube video in their life, they are lying. A lot of people are surprised to find out that YouTube is the second biggest search engine behind Google. You can find video tutorials, reviews, commentary, how-to’s, and just about anything you need help with on this video behemoth.

Every video that you produce for your business from this moment forward should be posted to YouTube, and yes, SEO’d the proper way. You never know who will be searching for something, even if it’s the most niche, uncommon topic imaginable.

In addition to attracting more eyes to your content, uploading your videos to YouTube has some administrative advantages. YouTube is essentially a free, online video storage system. If you don’t want to keep all of your videos on your computer or external hard drives, simply upload them to YouTube and they will be accessible to you 24/7 (internet-access required).

Uploading videos to your website causes major page-speed issues, which is a monumental SEO disaster. Similar to large image files which can be compressed, videos can be toned down as well, although most times at the expense of quality. This is why if you have any video over 45-60 seconds, it’s better to upload and embed your video via YouTube so that it is hosted on their servers, and not yours.

Finally, any video uploaded to YouTube is eligible to be an ad. Pre-roll video ads appear before other videos on YouTube. Other video ads appear beside playing videos and in search results. Best of all, you can highly target your ads and you only pay when someone engages with your ad (meaning, if someone skips before the 30 seconds are over, you don’t pay anything). Using YouTube is a great video marketing strategy when trying to reach a lot more people organically who are searching online.

Instagram

Many people think of Instagram is a place only for sharing, liking, and commenting on photos (and the occasional DM, of course). What they don’t realize is that you can advertise videos in stream, post videos to your story, and even go live (similar to Facebook).

What makes video effective on Instagram is the length, flexibility, user engagement, and exclusivity. Attention spans are shorter than ever, meaning being constricted to keeping your videos short will help guide you to create videos that get straight to the point. Since the videos are so short, you are able to repurpose them for just about any other marketing platform or use. Users will engage, like and comment, on things they find interesting. Create a short clip of puppies running in a field, or beachgoers drinking a cold beverage on a hot summer day, and people will connect with your message and engage accordingly. Videos are exclusive, or unique, in the sense that Instagram is still largely image-reliant, meaning videos will stick out on this social media platform more than others.

You can also link your Facebook Ad videos to Instagram if you desire, giving you a wider reach and increased engagement.

Snapchat

Snapchat is not just for friends and family. Many online influencers and brands are taking to Snapchat to both advertise and promote themselves. Snapchat video ads are popping up more than ever before (luckily for users, at this time, most can be skipped). Even though Snapchat doesn’t require you to watch most of these ads, there are plenty of companies that are making very unique and intriguing “commercials” that are often just as entertaining as some of the stories you are watching. Snapchat news does a great job at “clickbaiting”, meaning they often over-exaggerate titles to get you to view the content. Whether you agree with this method or not, at the end of the day, it results into more viewers, which means more people potentially watching your advertisement.

Social influencers such as Gary Vaynerchuk and Tai Lopez do an exceptional job at documenting their daily lives and keep you coming back for more by showcasing all of the rewards that can be achieved as entrepreneurs. These are obviously extreme examples of two universally recognized names, but you can apply the same tactics to your own brand.

Whether you are a local digital marketing agency, a gym owner, restaurateur, or real estate investor, if you have a cool story that inspires people and are able to expand upon that and offer value on a daily basis, people will start noticing and more and more people will watch your stories each and every day.

The one downside at the moment is unlike Instagram and Twitter, there is no functionality to switch between Snapchat accounts, meaning you’ll have to keep your crazy partying snaps to a minimum if you want to build a reputable and respected Snap profile for yourself or your business. A lot of agencies are now mixing in a Snapchat video marketing strategy to market bigger brands.

Google Remarketing

Google Adwords Retargeting and Dynamic Remarketing yield some of the best ROI results. Instead of following people around with generic products or services from a website they’ve shown interest in, or specific products they’ve looked at but abandoned before checkout, you can hit someone on the next YouTube video they watch.

As I mentioned earlier, someone watches a YouTube video to do exactly that, watch it. There’s a really good chance you’ll have someone’s full attention (or, as close to it as possible) by remarketing inside of a YouTube video. They will either have to click out of the ad or keep it there until it goes away on its own, meaning even if they don’t actually click out to your website, you are keeping your product or service at the top of their mind, and they will be much more likely to go back and purchase at a later date.

Virtual Reality / Google 360 Virtual Tours

What if your customers could explore your retail space, restaurant, or property listing before ever visiting in person? 360 Video is the next sleeping giant in the worlds of tech and online marketing, and if you aren’t aware of this rapidly growing trend, you are already behind.

360 Virtual Tours offer an all-encompassing user experience for potential customers. They are a series of high quality images that are stitched together to create 360 panoramas. The multiple panoramas are then connected together to allow the potential customer to virtually ‘walk through’ your store, without ever leaving the comfort of their own home. Once completed, the Tour is uploaded to your Google My Business page and can be embedded on your website.

The value of uploading this tour to your Google My Business page is multi-faceted. First off, your competitors most likely aren’t taking advantage of this technology, and if they are, they definitely aren’t using it to its full potential. Secondly, customers will inherently be curious about virtually exploring a location that relates to their search, and it’s up to you to make sure they like what they see. Lastly, embedding this tour on your website and then driving traffic to your location page will help facilitate more phone calls, form submissions, and in-store visits.

360 virtual tours

Cross-Platform Strategizing

It’s crucial to create content that is relevant to the specific social platform you are using. Each channel has its own criteria for best practices. For example, what works on YouTube won’t necessarily be optimal for Instagram.

Let’s say you recorded a live webinar and want to push that out through all your social channels. What’s a good way to accomplish this?

  • Upload the full-length webinar on Youtube. Send email newsletter that links to YouTube.
  • Assemble the key points into short clips for Facebook. Share one clip each day the following week.
  • Share the best moments from the Webinar in short, 10-15 second videos on Instagram.
  • Don’t forget to link to the main youtube video in the Instagram and Facebook shares!

Don’t just post to post. Always have some meaning behind what you are saying. Your customers aren’t dumb; they can usually tell if you are posting just for the hell of it. Be passionate about your industry, and make sure to always encourage people to like, comment, and subscribe for more videos.

Whether you like it or not, videos are becoming (and in many cases, has already become) the most popular way people consume information. If you only producing written content and white papers, you are far behind the times and missing out on an ocean of potential customers.

Of course, video shooting and editing isn’t something you can wake up one morning and know how to do, or even where to get started. Speaking of videos, there is endless video content out there to help you get started, but if you want to save your time, your most valuable asset, you can always reach out to our content creation team here at Momentum to learn more about how we can set you up for long-term digital growth and success!

Thanks for reading our Video Marketing Strategy blog written in 2017 that still applied to 2020 and beyond. We appreciate any feedback and comments below!

By Kris
September 8, 2017

Cheers to 2016

Cheers to 2016. Here's to 2017!

In this marketing blog article by Mac Frederick we cover everything we accomplished that we’re thankful for in 2016, along with plans and next steps moving forward to grow in 2017. Cheers to 2016!!

What I’m thankful for…

  • People believing in me
    • Family, friends, and loved ones
    • My team and their involvement
    • Perseverance
  • The decision to move to Philly
    • Risk, decisions and hard work Learning lessons

Accomplishments

  • Momentum growing to 10 members and 16 interns in the summer
  • Speaking in conferences in Nashville and Las Vegas Focusing on repair companies
  • Getting involved in content
  • Moving into two WeWork offices
  • Growing Phone Repair Philly to my first brick and mortar and 3 stores, all within 6 months
  • Traveling to DC, NYC, Miami, Chicago, Boston

It’s been a heck of a first year so cheers to 2016!!

What’s next for 2017

  • Growing both companies 100% YoY. again doubling both teams in size
  • Keeping my current team motivated and committed, focusing more on big picture
  • Getting more involved with content, media and our own marketing strategies
    • This involves SBS, GYBO, Google Adwords, Social Media, Photography, Snapchat and more
  • More speaking engagements and traveling
  • Focusing on less clients but better relationships based on growing companies and making each other more successful and happy

Nearly 80% of People will fail at their Resolution by Super Bowl Sunday, but why?

What was your New Year Resolution for 2016? Did you achieve it? Why or why not? Well, as explained by Emotional Influencer Travis Bradburry, there are 2 main reasons why we fail to achieve those lofty goals.

  • We bite off more than we can chew (my main problem as well).
  • We let our emotions control our behavior.

Being an entrepreneur is difficult. Every single day is a battle. That’s why I’ve developed more of a Gary V style of goal setting by focusing on short term (daily/weekly) goals AS WELL AS long-term (1, 2, 5, 10 year) goals. Each morning I focus my thoughts around my goals for the day. Today I have to set up both my new offices, one in We Work Northern Liberties for Momentum Digital, and the other being my new repair shop out in NJ for Phone Repair Philly (soon to rebrand 3rd location).

Instead of having you read about my goals, I’d rather hear about yours (you can actually watch mine below or in this YouTube Video). Maybe they’ll coincide with what we’re working on here at Momentum. One of my main lifelong goals is helping other entrepreneurs achieve their goals of growing their business by first providing the necessary digital momentum. Do you have a business or idea that you want to grow online by getting more local search recognition? By partnering with the right people, not only does it help one achieve higher levels of success, it can also help by being around others who keep you accountable.

What’s holding you back? Most likely it’s the Number 1 thing holding every person back: self-doubt. That’s why scientists and authors like Travis now put more emphasis on EQ over IQ. Most extremely successful people in the world didn’t get there because they have a higher IQ, they got there because they developed a different type of intelligence. These ‘mavens’ usually have an extremely high level of EQ (Emotional Intelligence) and the uncanny ability to adapt. Being book smart is one thing, but knowing how to make money is another. Yes, money isn’t everything, but we all know that it does truly help facilitate all other aspects of life so that we can focus on what we care about the most.

A majority of you reading this have been born into a life of fortune (one way or another, relatively speaking). Granted, I’ve been given an incredible opportunity and many advantages in this life. This is why some of my goals revolve around taking advantage of those opportunities, while also focusing on helping other people achieve their goals (with their business). Sometimes in order to achieve your goals you have to reverse engineer the process, starting with yourself. So, I ask you to take a good look at yourself in the mirror today and find out who you really are, and what you really want to do with your life. Then, work backwards!

Cheers to 2016 and Cheers to the New Year!

By Mac
Scroll to top