Tag Archive for: Advertising

3 Reasons to Learn Online Marketing

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As a web designer or developer, it’s always important to understand what the client wants. That’s why it is strange how few designers and developers understand online marketing.

Understanding and implementing online marketing give any developer or designer a great advantage in the marketplace and promises much more of a long term reward than those that fail to learn about online marketing. This isn’t to say neglecting your designing or developing skills is a wise decision, but by combining your skills with online marketing, you can do three things:

1) Get more clients – When clients post ads for developers or design jobs, they often get responses detailing what features and formats the person could implement. They promise so many pages, or list how they are proficient in HTML5, jQuery, and W4C standards. This may seem like a great approach for contacting potential employers, but it has a great weakness.

Potential employers want to know what you will do for them, and what they want you to do is make more money. Employers want to hear that you will raise the number of subscribers a certain percent, or will raise their revenue. Wether you use HTML5 or jQuery is not of much importance to them.

There are plenty of good web designers that can make nice looking websites, but there are way less designers that know how to increase sales. Those that know online marketing will get the better clients, and higher rates.

2) Build Your Brand – The biggest problem for every freelancer is building a base of clients. It would be great for clients to just come to you ready to pay however much you want, but that is a fantasy. Or is it?

Building a strong personal brand online attracts clients by exhibiting your skills to them beforehand. This can be fairly difficult and requires a lot of perseverance, but there is a basic pattern. First, you build a popular blog, followed by establishing a decent social media following. Then, you participate in outside activities like conferences, and make yourself known about.

This path does two very important things for you. It establishes you as a reputable expert, and gains you tons of publicity many would pay for. When employers need work done, they go to the experts they know first, and if you’ve built a strong brand, they will know about you.

If you want to know more about building a personal brand, I highly recommend watching the TED talk by Jacob Cass.

3) Earn extra income – Freelancing is far from a stable career and anyone should be prepared for unexpected problems. That is why it is important to make yourself as financially secure as possible before the problems arrive.

One of the best options for securing your finances is to diversify your streams of income between client work and passive income. If you are already perceived as an expert in your field, creating a passive income shouldn’t be difficult. There are a slew of monetization options, such as creating and selling your own products or even simply displaying ads on your site.

It does take effort to create a product, and even more to market and sell it, but it could be extremely important in your future.

Think of it this way, if you want to run a local bakery, you have to be as good at business as you are at baking. Otherwise, the business won’t get off the ground. The same goes for creating a business online. If you want to be successful online, learn online marketing.

 

If you want to learn more about online marketing and the mistakes you can make while starting out, read more at 1stwebdesigner.

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How To Dominate Search With Content Marketing

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Google has made five recent SEO changes that will make most content marketers, writers, and bloggers quite happy. They play to your strengths. Some users may be less happy about these changes, however.

The changes were mostly made to keep more people on Google products, which isn’t a bad idea from a business perspective, but some may find the changes effect searching negatively.

The good news is, the changes were also made so that your results would be more personal by monopolizing on the fact that people are more likely to purchase something if they know their friend also likes it.

The even better news is these changes are great for anyone who makes content for a living. I will walk you through all of the changes and help you to take advantage of them.

1) Optimize personalized search – One of the biggest changes Google has made completely changed SEO by making search results personal. The results you get for a search will be different than mine, based on factors like your browsing history, the content you create and content shared by your social circles. People are finding their content more and more through social media networks and searching less.

So how can you optimize your content for personalized search? One option is you can increase your Google+ circles. Google is actively trying to get people to sign up for Google+, and in this instance, using Google+ and connecting with more people on there helps improve your search. The more people you have in your circles, the higher relevant content will show up in your searches. This also means that your circles can see your content when they search.

2) Increase social sharing – As a content creator, getting shares on social media is a great way to get your content high in the search rankings. According to a study by branded3, the more tweets leading to a URL you can get, the higher you will appear in rankings. For example, anyone that gets over 7,500 tweets (not an easy task) will appear in the top five results almost always. This type of logic most likely also works for Facebook.

As a content creator, capitalize on social sharing and you can beat your competition in the rankings. Just make sure to make the social sharing buttons obvious so that readers can find them, encourage your readers to share and try to court others with influence in your target social circles. Interview them or offer to do guest posts. Anything to establish a connection.

3) Employ semantic keyword research – Google is improving at segmenting search results, which gives you an opportunity to rank higher in verticals. This is a surefire way to get higher conversion rates because your prospective visitors are better targeted.

To take advantage of this, you’ll need to look for “advanced search” keywords. When you search, there is a way to refine results with a tool hidden in “show search tools”. Within this advanced search tool, you can look at “related searches”. Now you have semantic options you can test for the highest search volumes. There are also ways to improve your keyword list such as Google Insights for Search, which lets you narrow keywords down via categories.

4) Play with the Panda update – Google’s Panda update finally made life hard for spammers and content farms by harshly punishing sites with low quality content. This is good for all of the content creators who put hard work into long blog posts with useful content. Google even offered questions to determine the value of your content.

5) Implement the Google Authorship Mark-up – A search marketing firm proved rich snippet will increase SERP CTR and traffic. It’s that simple. Their analytics show a 150% increase when rich snippet was implemented. You might not get results quite that good, but it’s almost certain you will benefit if you implement the Google’s authorship snippet. It can be complicated, and it is slow to show results, but if you invest now you’ll see results in the not too distant future.

All of these Google changes have radically changed the SEO game, but they have made it a wonderful moment to be a content marketer. Those that put out shoddy content are being penalized, and there are all sorts of opportunities to really get your content out there.

 

For a more in depth look at author rank, read Neil Patel’s article at Quick Sprout.

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How to Use Psychological Triggers to Go Viral

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If you haven’t seen the political quiz website ISideWith, you really should give it a look. It won’t change how you’re going to vote in November, but it is a perfect case study in great viral marketing because, as Rand Fishkin points out, it has two important psychological triggers.

First, sharing is simple and obvious. They have made it easy for you to share the quiz on almost any social site with bright and attractive buttons. They even tell you how many people have taken the quiz because of your sharing. Showing how your sharing has influenced others plays on your ego and the desire to know how many people care about what you share.

Second, they ask you how your results made you feel. When you give them feedback, they create a ready-to-share Facebook post for you. By allowing you to not just share your results, but customizing it with your own reactions, ISideWith plays on the way people use Facebook to share how they feel. People don’t always share what they are doing or interested in, but most people share how they feel. Capitalizing on emotions is a smart way to make people want to share your content.

The site isn’t perfect – no site is – but it takes advantage of the emotions people invest in politics to make their content as shareable as possible, thereby maximizing the chances of going viral. By knowing the psychologies of your audience rather than just their activities, you can make them want to share your site with the world.

 

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Seven Mistakes That Can Kill Your Site

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Anyone that has built a website from scratch knows how much effort it takes to build an audience, raise your traffic and generally get your site known about. So, what happens if suddenly all that traffic disappears? All of that work can be undone in a single moment. Why does this happen? Usually it is because of mistakes you never knew you were making. Here are 7 common mistakes that could make your website fail.

  1. Pointing All of Your Backlinks Into Your Home Page – Link building is an essential part of any website’s SEO and doing it well means improving your search engine performance. The most common mistake with backlinking is directing all of your links back to your home page. Search engines think it is strange if all of your backlinks point to your homepage and will penalize your search rankings and your traffic. Instead, spread your link distribution and point backlinks to different pages within your website.
  2. Unnecessary Clutter – If you’re getting a lot of traffic, it’s natural to want to maximize your profit by monetizing your website. But be careful if you try to do this. Many add unnecessary clutter to their page while trying to monetize content, which changes your pages appearance and the way the public interacts with it. Too many advertisements and other clutter, will soon send the public elsewhere.
  3. Giving Too Much Content at Once – Content may be what the public is seeking on the Internet, but giving them too much of it in one place can be a bad thing. You want to keep your audience comfortable. Don’t make them feel overwhelmed by putting too much information in a single page. If you are going to be giving lots of content at once, split it across several pages so you will keep visitors’ interests.
  4. Amateurish Design – If you want your website to be respected, don’t put the design in unexperienced hands, even if they are your own. No matter how good your content is, if the design is off putting, you still won’t get visitors. It’s easy to find good website templates for cheap and there are always designers for hire. Don’t risk your reputation on a shoddy design.
  5. Being Disorganized – Visitors will always want their experience with your website to be as easy as possible. This seems simple, yet many still provide confusing and disorienting sites that frustrate their visitors. Those visitors won’t care about what content you are offering if they can’t find it easily.
  6. Trying to Advertise Before Your Content is Finished – Search engines will notice if you try to push for traffic before your website content is finished. Search engines favor content that is geared towards their audience and no audiences favor unfinished content. It seems amateurish, and you are focusing on the popularity and money before you have a proper product to offer. Instead, get some great content before you start trying to attract the public.
  7. Going Plain Text – It’s simple: people get bored quickly. Failing to add graphics, means your audience will get bored almost immediately. Give your visitors something to catch their eye everywhere you can. Keep them interested.

These ideas may seem like common sense, but websites continue to make these mistakes every day. Avoid them or one day you may notice your traffic has gone somewhere else.

 

For some other more information on how to keep your website running smoothly, go to Sathishkumar Varatharajan’s article at designrhub.

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Content Marketing and Its Long Term Benefits

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While building links is a common strategy for gaining exposure, focusing less on link building can actually earn you more links. Content marketing produces links, but it also improves your brand image and can make key connections that will net you more exposure than before.

These four content marketing advantages all naturally make links, which means less time focusing on link acquisition.

  1. Creating Large Amounts of Targeted Traffic: Producing great content that gets posted to popular websites gets you a large amount of traffic and exposure, but what good is exposure when it’s aimed at the wrong people? Since Google Penguin, the links of real value are those that make you visible to your market demographic. You can do this by understanding what trustable websites look like, considering audiences when evaluating a Web site, working with publishers before creating content and working with the most influential contributors to a site.
  2. Engaging Social Media: Sharing your content on social media sites helps you gain wide exposure as well as allowing you to fit your product to the needs of niche audiences. If you can get your content repeatedly shared, you can help establish your brand and its value. This can be achieved by optimizing your content for social media.  Allow visitors to link to social media sites with appropriate but non-distracting buttons on your content. Consider how the content will look when shared, and use eye-catching images. You may even consider buying ads on social media sites where your target audiences gather.
  3. Create Immediate Conversion Opportunities: By distributing content with positive brand information, you can create easy opportunities for conversions. Remember, all content you create draws people closer to your brand. Be sure to make it easy to subscribe to your RSS feed or email list and collect email addresses by making users give them to receive more content.
  4. Encourage Brand Advocacy: All content creates an opportunity to connect with your audience. The larger the audience you get, the more people you need to share your content. By getting people to repeatedly share your content, they are improving your brand’s reputation. This leads to more potential customers, which in turn leads to more potential advocates. Create advocates by always responding to feedback – positive or negative. Make it easy for people to get involved. Allow the community to help create content. If they believe in the content on your site, they will share it.

Content marketing is a sustainable strategy with long-term rewards. You always want to stand out. Unique, valuable and exciting content helps distinguish a brand in a way linking campaigns can’t.

To read more about content marketing, look at Loren Baker’s article at Search Engine Watch

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The Seven Most Common Mistakes for Startups

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Many startup companies make the same mistakes when conducting their sales campaign. We’re here to help you avoid them. Here are the seven most common mistakes for startups. While some of these may sound like common sense, knowing these ahead of time and knowing how to fix them can save your company a lot of trouble.

  1. Not Understanding Your Customer: Treating all clients as the same is a huge mistake many startups make. It is easy to make assumptions about what your customers will want but they will all have unique concerns and problems that have to be dealt with in a personalized way. Not every customer responds to the same sales pitch. Asking questions early on will allow you to answer their questions and sell them on your service.
  2. Not Selling: Rather than focusing on the extras and luxuries of your product, pinpoint the ways it will solve that specific client’s problems. This means asking the questions that will tell you what the customer needs. Showing a few ways your product will directly benefit a potential client goes a lot further than telling them about what you plan to put into the product later.
  3. Being Absent: Failing to meet potential customers in real life to close the sale means missing two of the most essential experiences for a startup. Not meeting in person hinders the ability to directly connect with clients and build long term relationships. It also means not hearing the specific concerns of the customer, which is easily the best way to improve what you are selling.
  4. Failing to Follow Up: After you give your pitch, follow up. While it seems that giving your pitch and traveling onto the next potential client increases prospective customers, moving on actually makes the clients forget about you. Don’t harass your leads, but keeping your product fresh in their memory until they make up their mind never hurts.
  5. No Process: Tracking basic information such as phone calls and emails, connections to decision makers, closed deals and deal values is an essential activity for startups, but many forget to do it. Having a process in place means knowing where you stand with all potential customers.
  6. Charging the Wrong Amount: While skewing prices cheaper seems like it would make your product more attractive, it can sometimes make customers question its value. Don’t undercharge. Set your price at one that will allow for a sustainable business and reflects the value of your product. Attract customers with what your product does, not how cheap it is.
  7. Not Asking For a Sale: If you have been in contact with a potential client for a relatively long period of time, don’t be afraid to ask for the sale. If you’ve put effort into establishing a relationship with the potential client, they should be happy to close the deal.

While startup founders come from all walks of life, knowing how to be an effective sales person is required to make a product succeed. Even if you’ve already made one of these mistakes, they are easily fixable. With these problems solved, you’ll be well on your way to making your service a reality.

 

You can read more in Steli Efti’s article at TechCrunch

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How To Make The Best Design The First Time

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No designer wants to spend hours and hours doing unnecessary revisions and redesigns. You especially don’t want your client to throw out an idea at first glance. We know making the “best” design for your client’s specific needs on the first try is almost impossible but that doesn’t mean your first designs can’t have the potential to become the best design. With these few simple steps, you can make sure your designs have potential from the beginning and, hopefully, provide better designs for your client.

  1. Know Your Brand: Designers often ignore this step. It’s easy to think, when starting out as a designer, that the brand you’re working for doesn’t matter on the first try. They will just give you tons of revisions either way, right? Wrong. Knowing the business and the brand you’re creating for gives you a better understanding of what they need. Once you know what they need, you can give them what they want. Knowing a brand means knowing who they want to attract. By doing the research, you can help solve the client’s problems.
  2. Know the Industry: There are a few reasons you want to know what is happening in a client’s industry. To begin with, design is incredibly trendy and what is “in” right now varies by industry. You want to make sure your client sticks out in a positive and logical way. Don’t try to blend in but don’t let your design be the equivalent of a Hawaiian shirt at a formal event. Secondly, while knowing what is popular with your client’s industry is important, it is also essential to know what is attractive to their customers. Your design should focus as much on their needs as it does the client’s.  Researching the industry lets you know what people in that industry want and reveals what needs to be improved.
  3. Be Creative: When faced with creating something new, we all look for inspiration. Designers usually go online and look at other designs anywhere from blogs to showcases. After finding something that inspires us, many accidentally end up copying the original source. Using inspiration does not mean changing small features of another design to make an almost identical but subtly different design. It means being creative with what inspired you. You can borrow some things but you want your inspiration to push you to try something new. Good creativity and good design lead to innovation.
  4. Details, Details, Details: Rushing to get a design finished can lead to silly mistakes that are absolutely avoidable. While focusing on the layout is important, the details are just as essential. You don’t want to have a beautiful design with a misspelled banner or a typo in a sidebar. Some clients will brush off little mistakes like these, as they are easy to fix, but many will be less forgiving. If these mistakes are easy to fix after you’ve shown the design, they should have been fixed before you showed it.
  5. Explain Your Design: We, as designers, love to understand what we create and why we did it. The problem is, we’re often bad at communicating this to others. Sending an explanation of your design when you submit it allows you to answer most of the client’s questions before they can ask them. It shows intent and purpose behind the design. While a confusing design with no explanation will almost certainly be refused before you can defend it, allowing the client to understand it from the outset will help them see potential in the design, and offer their own opinions,

Every design will need revisions but there is no reason to fear them. However, if you make the best design you can for your client’s needs on the first submission, you will likely find they are more willing to work with what you created. Communicating with clients and trying to give them what they want, rather than what you like, will make your clients happy and could open up more room for creative freedom later.

 

For more ideas on how to improve your designs, go to Kendra Gains’ article at webdesignerdepot.com

 

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Apple iAd May Compete With Google For Ad Revenue Levels

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Apple has recently revealed news on the iPhone OS 4 update.  The more interesting part of this news for marketers is the new development of iAd – an advertisement opportunity to allow ads to be created and used within apps on the iPhone. Read more

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Put Business Phone Numbers on Cell Phone Ads

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Google’s made a little tweak to AdWords, so now you can put an ad that will show on cell phones that lists a business number.  If the owner of the phone calls that number, that counts as the click that is paid for.

The benefit of this is that it’s a very quick hot lead for anyone who advertises on the mobile network.  And it’s easy to do, since it defaults to all devices in AdWords, anyway.  To make sure you’re listed, check to see that mobile devices are checked in your settings in the campaign settings in AdWords.

Also, to have your phone number listed, you can either have the business information synched up with your business account or enter it manually, both done inside of the AdWords campaign settings.  Make sure whichever you do that you include your phone number.

Then to see the results, just choose the “Filters and Views” drop-down list and choose “Segment by”->”Click Type”.  This will show which clicks were URL clicks, and which were calls, from either the Ad Group or Keywords tabs.

It’s just an addition Google’s made to AdWords, and sent out an announcement through email to Google advertisers.  This could be a good change for people who use AdWords for markets that actively use their cell phones.

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The Digital Revolution in Advertising

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I found a very interesting article today, through NPR.  It’s talking to Bob Garfield, and references to his book The Chaos Scenario.  Essentially, the article was covering the changes in marketing we’re seeing today.

The world as all advertisers knows it is changing.  Changing drastically.  Marketing is not dying – it’s being reborn.

Most people are moving online.  Using the internet for almost everything now.  I know that I can count myself in with this – if I’m looking for an address to meet with a business, where do I look?  The internet.  If I want to find out when the next showing of the new movie I wanted to see was out is going to be at, where do I look?  The internet.  If I want to BUY a ticket to said movie without worrying about waiting in line?  The internet.

Everything is becoming available online, so it is becoming apparent that everyONE is going to move online.  Newspapers are losing customers, magazines, even TV as we’ve known it.  (Ever heard of Hulu?)

For companies who advertise in any sort of fashion to keep up, they’ll have to go where the people go.  This means moving their marketing online.  This is also going to also mean a change in the people using online advertising, and the difficulty it will be to be seen in different markets.

As Bob stated in the article, the times, they are a’changin’.  If businesses don’t start changing with the times, then it’s only a matter of time until they go extinct next to the old forms of marketing.

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