When you’re building a house, you could never expect outstanding results if you’re just using a hammer. You need a variety of tools to establish a robust and secure haven. Likewise, in marketing, search engine optimization is only one tool in the marketing toolbox. You can’t expect to have amazing results just because you have optimized keywords on your homepage—you need to think big picture. And this means incorporating a myriad of other tools such as social media marketing, content marketing, CRO, and marketing automation.
As an expert in the ever evolving digital landscape, Big Leap understands the importance of having a well-rounded SEO approach. We’re proud to share that we’ve recently expanded our company to include these services to help you gain a strong footing in your industry. So let’s dive in!
Social Media Marketing
Let’s say your company wrote an article about the benefits of puppies in the workplace. You shared this article on your social media page where it rapidly gained likes, comments, and shares galore (who wouldn’t love a tiny dachshund at their desk). The post went viral overnight, and now your brand has suddenly become known to a swath of people, and they’re going to your social media pages to learn more.
This is great news! However, looking strictly from an SEO standpoint, none of this new traffic is helping boost your SEO ranking. But does that make this viral post useless? Of course not!
However, when more people are exposed to your content and share it on their social media channels, there’s a higher likelihood that a high-ranking website will see your content and want to link to it. These links will, in fact, boost your SEO rankings.
An optimized social media marketing strategy can do the following:
1. Engage People In Real-Time
An active social media presence creates a steady feedback loop between you and your customers. This is an excellent way to engage your audience and find out what is and isn’t working with your product or marketing tactic.
You should respond quickly to any and all comments or questions on your social media page. If you take care of customers on your social media channels, you can become a highly trusted resource for them.
2. Increase Brand Awareness
Having a healthy social media following can drastically increase your brand awareness. People will like, comment, and share your posts, which can lead to more people discovering your brand. Not to mention, you’ll likely discover more target audience members through your existing followers.
If you want to increase the number of people interacting with your posts, then you need to increase your posting frequency. Post at least once a day to keep your followers up to date on company news or to give them helpful tips related to your industry.
3. Build Authority In Your Brand
Brand authority is essentially what customers see or how they feel when seeing your brand. With an active social media presence, you are more in control of your brand authority because you are constantly producing messages you want your audience to hear and know about your company.
People tend to trust companies that take a personal interest in the lives of their customers. Sharing content that is timely and relatable is a great way to boost your brand. Say your target audience are grandmas who knit. You could create a series of posts that give tips and tricks for various knitting techniques so they might discover something new to try. Just make sure you’re addressing their interests.
Generally speaking, most people use search engines to answer a question like “fall fashion tips” or “weather in San Diego.”
Some of these search inquiries can be answered with a simple list or a variety of images. Others require more valuable information— a resource that provides an in-depth response to the question and clarifies any doubts about a product or service. This is where content marketing comes into play.
Content marketing is a relatively new marketing strategy that focuses on creating informative content to attract a certain target audience. The main purpose of content marketing is not to sell, but can generally be used as a resource for customers to inform themselves about a product or service. We mentioned that creating quality content can improve your branding, but what does quality content actually look like?
1. Contain Valuable Information
The goal of content marketing is to provide valuable information to boost brand awareness. Customers should be able to find an answer to their question from your content. If they don’t find the answer they’re looking for, they’ll just go to your competitor’s site. This will negatively affect your brand image, and the likelihood of that person coming back to your website is low.
You’ll need to do some research to find out what kind of information can be valuable to your customers. See what kind of questions people are asking in your industry. For example, if you’re in the interior design business, consider writing an article to give helpful tips for new homeowners or college students.
2. Be Web Optimized
Content marketing plays an essential role in any SEO strategy. Make sure your content is optimized by choosing a focused topic for your content to cover. Then do some research and find a keyword or phrase that relates to the topic. This keyword should appear in the title and two or three additional times in the body of the content. This can increase your content’s organic reach and help it rank higher in search results. If you have more questions about web-optimized content, Big Leap is well-practiced at this kind of stuff.
3. Make it Shareable
What is content if it can’t be shared? You want to craft useful and valuable topics that your audience will feel compelled to read. Additionally, if the content you produce is engaging enough, other high authority websites may link to you when creating their own optimized content, which helps heighten your SEO ranking.
Consider creating eye-catching graphics or other visuals to go along with your content. Doing so will help entice your audience to click on the article and share it with their friends.
We’ve all stumbled upon an awful website. You may stay for a second just to stare at the awfulness of it all, but you won’t stick around for long. These websites could be terrible for a variety of reasons; maybe the website hasn’t been updated since 2002, is poorly designed, and/or impossible to navigate. Whatever the reason may be, the underlying problem is, it’s very likely that the site has not gone through the conversion rate optimization (CRO) process.
CRO is the process of optimizing your website to compel visitors to take specific actions, like subscribing to a newsletter, buying a product, or simply downloading a PDF. While SEO helps get people to your website, CRO helps make sure people do what you want them to when they get there.
Think of it this way: SEO helps machines and algorithms understand and interact with your website. CRO is more concerned with how humans understand it. If humans don’t understand the contents of your site, it might as well be spam. Consider the following when optimizing your conversion rates.
1. Be Customer-Focused
Think about your customers when making any decision for your website. By focusing on how your customers would interact with your website, you’ll be putting their needs and thoughts at the forefront of your marketing strategy. This is pivotal in meeting the needs and demands of the customer. For CRO, the customer is always right.
2. Keep it Simple
Less is more. If you find areas where you can simplify your website, do so. Don’t get excited about a website design if it distracts from the conversion process. Don’t make the journey from point A to B take 15 steps when it could take three.
3. Create Obvious Calls to Action
The point of any website or webpage should be clear. Whether you want consumers to share a post, buy a product, or download a file, make it obvious. A good way to accomplish this is by using headlines to clearly label specific tasks. You can also use the design of your website to draw attention towards these conversion points.
Big Leap is all about making things streamlined and efficient for your business, and that’s why we’re proud to offer marketing automation.
Marketing automation makes scheduling, content distribution, and marketing messages a cake walk. Businesses can easily manage content across multiple platforms and target different audiences with the click of a mouse. Not only that, but a streamlined content distribution schedule can help boost your brand authority and leave customers satisfied.
Some people have the unfortunate misconception that marketing automation is robotic, impersonal, and just glorified spam. Nothing could be further from the truth. While poorly executed automation can appear lazy and be damaging to a brand image, the true point of automation is to make the messages you create easier to access and distribute. With that in mind, here are a few ways marketing automation can improve your business.
1. Save Time
Do you WANT to click send on every individual email and social media post you create? We didn’t think so. Automation takes out the monotonous tasks of marketing, so you can focus on the more important things, like brainstorming your next brand message or batch of content.
2. Identify Your Audience
Certain automation tools, such as Hubspot and Hootsuite, have programs to help you identify your audience. These tools can also provide recommendations on types of content to produce and times to publish depending on the behavior of your audience.
3. Increase ROI
Nearly 77 percent of companies that use marketing automation reported an increase in revenue and marketing performance. With these automated tools, you’ll have more time to respond to customers and manage other aspects of your business.
Fleshing out your marketing and SEO approach may seem like a lot to handle, but luckily you don’t have to do this alone! Big Leap can help your company get on board with all of these services, so that you can see the improvements you’ve longed for.
So what are you waiting for? Contact our experts to see how we can help build a well-rounded SEO strategy that’s tailored to your business and industry.