21Aug/17

Latest Digital Marketing Trends

We are a society hurtling through the digital marketing landscape and there’s no sign of any slowing down…

Many small businesses see that new technologies are rapidly evolving right alongside the needs of customers and in order for your business to keep growing in the digital marketplace you may need to develop a marketing strategy that keeps up with the technology.

We have provided below an assessment of some of the biggest digital marketing trends to assist you in meeting this challenge.

Visual content

In today’s world of information overload people need clear, concise dissemination of information, and visuals do just that. The brain processes visual information as much as 60000 times faster than text and 90% of the information transmitted to the brain is visual.

Visuals speed up comprehension and retention and engagement.

Therefore there is considerable importance attached to visuals to help establish your brand’s identity in the digital marketplace. Effective logos, infographics, photographs, animations and website design are all laying new foundations for enhancing brand identity.

Visuals

Visuals

Live video

Online videos account for 50% of all mobile usage and video content is still very much on the rise. Videos have the power to connect with consumers and deliver a mass of information, feelings, thoughts and responses all within a matter of seconds.

But, in order to heighten the emotions and excitement for users, companies and their brands are now “going live.” This means that businesses are able to promote their content ahead of time and then interact in real-time with their consumers. This live element is adding a human component to brands and assisting to increase feelings of trust and honesty amongst consumers.

Video

Video

Interactive content 

The desire for connection and engagement drives the current demand for visual content. But, this same desire for engagement is now leading marketers to discover a new, monumental need for interactive content that requires active participation by the user. In effect, these new forms of content such as quizzes and polls, contests, voting, calculators, assessments and animated infographics are adding a whole new layer of depth to the total user experience.

In-store applications

This whole theme of bringing brands to life runs is apparent as many retail brands are now finding ways to interact with their customers, live and in-store and seamlessly blending physical marketing elements of the past with modern digital elements of the present.

Beacon technology is at the forefront of this new marketing strategy. The installation of more than one million beacons is forecasted for U.S. retailers this year. Basically, beacons are physical landmarks that can send signals to mobile devices. These signals are now allowing shoppers to scan in-store products to read reviews and check to see what’s in stock. Now retailers are able to use beacons to send push-notifications to shoppers, allowing them to see what special deals are being offered on items throughout the store.

The in-store marketing trend and part of the internet of things is one of many that are now finding ways to blend the physical world with the digital world, all to enhance user interactivity and can be at the core of your business marketing strategy.

These digital marketing trends are a great starting point for a digital marketing strategy.

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09Jul/17

Does your Website pass the four second test?

How would you feel if you were to find out that only 5% of your first-time visitors can understand what your website is about?

Whether your visitors come to your website from Google’s search engine results, social networks or pay-per-click ads, if they are unable to grasp what your site is about in under four seconds…you won’t stand a great chance of getting them to buy from you.

As we know that first impressions matter and a successful combination of powerful images, clear copy, simple navigation and a clean design can all greatly influence whether a visitor will stay or leave!

Website

4 seconds

What is the four-second test?

Because your visitors are all busy people with lots of important things to do. They don’t have time to hang around and scroll down, browse through your site to figure out what your site is about and how they’ll benefit from it.

Your visitors need to know in the blink of an eye if:

Your website is the one they hoped to get to

  • The content of the page matches what they saw in the ad/ Google search result/ social media post
  • It’s clear what your business does
  • If this isn’t obvious right away, and if they can’t quickly see that you have what they want, they’ll move right to your competitors.

The four second test is that important.

To pass this test you want to make it crystal clear to your visitors where they are and what you have to offer. So, how can you pass the four-second test?

Start by looking at your homepage and see if you can answer these vital questions:

What is this website about? – Is this made obvious by your website name, logo or tagline?

  • What can I do here? – What products or services do you provide?
  • Why should I care? – What’s in it for me?
  • What I am supposed to do first? – Is the primary call-to-action clear and enticing?
  • Can I trust this website? – Does the site look professional?

The idea is to grab visitors’ attention within seconds so they will want to stay on your site and find out more about what you have to offer.

So, when should you run the test?

After a website redesign. It’s a good way to find out if your new design and copy are effective at communicating your message.

  • When you’re weighing the benefits of a complete redesign versus making a few changes to improve your website.
  • When the bounce rate of your web page is high. A bounce occurs when someone visits your website, views a single page, and leaves. This can help you figure out whether it’s the design or the copy (or both?) that’s missing the mark.
  • When click throughs from a page are very low. Users arrive on that page but they don’t click on your call-to-action button.

How to run a four-second test

One of the difficult things about optimising your website is the fact that visitors don’t tell you why they leave within seconds of arriving on your site. Maybe your headline didn’t work for them, or maybe they just hated your design or images.

That’s where a four-second test can help as you can get a ton of insight into what is and isn’t working on a specific page. UsabilityHub is a popular tool for this!

So how do you pass the four-second test with flying colours?

Here are a few areas to focus on:

Tagline

A tagline is a catchphrase that accompanies your business name and it’s meant to define and differentiate your core brand message. Use it to clearly spell out exactly what it is you have to offer to your visitors.

Headline

On the average, four times as many people read the headline as read the body copy.

A clear goal

Every page on your site needs to have a clear objective. Do you want to sell a product or a service, get users to watch a video or to give you a call? Whatever it is, make sure your copy and design work together to support this goal.

Summary

With less than four seconds to impress your visitors, it’s imperative that you make what you do crystal clear. Hopefully this short guide will help you run your own tests with ease so you can determine the effectiveness and clarity of your web pages, and improve where necessary.

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16Jun/17

ESPO

ESPO

Client Marketing has recently been awarded a place on the ESPO Framework for Marketing Consultancy Services. The framework is designed to create a simple and efficient solution for those looking to procure trustworthy advice from pre-approved suppliers

ESPO is a customer-focused, public-sector owned professional buying organisation that provides the public sector with procurement solutions to cut costs, reduce tendering times and receive the best possible value. 

ESPO

ESPO

Their Consultancy Services framework is designed to create a simple and efficient solution for those looking to procure trustworthy advice from pre-approved suppliers. The Framework is compliant with the UK and EU Public Contract Regulations and is available to all public-sector bodies.

The framework enables appointments under agreed contractual terms. Having been appointed through a competitive tender process that reflects the quality and value of the services Client Marketing provides potential clients with help to grow their business with consultancy, advice and training on maximising their sales and marketing activities. 

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06Jun/17

Top 10 tools to successfully use in your Content Marketing

Top 10 tools to use in Content Marketing

If you don’t have the budget to assemble a marketing team, you may well need some great tools to take your marketing to the next level.

To help you reach your marketing goals here are a list of tools to get you started with you r content marketing.

Content is leading the way in online marketing, with an increasing number of marketers creating more content than ever before. However, brainstorming ideas and putting together something unique for every post can be very time consuming but with the right content tools then we can save time of the content creating process.

Here are a few tools you might consider trying out:

1.      Google Trends

Try this to see what the world is searching for and how interest in concepts has changed over time. For example, if we run a search for “building”, Google Trends will reveal the interest over time as well as related searches that you can use to generate new content.

2.      BuzzSumo

This is a great tool for researching the content your audience really wants. Simply enter a keyword into BuzzSumo and you will receive a detailed report showing how well previous content on that topic performed.

3.      Scoop.it

This is a nice tool that helps you find unique, relevant content that you either share on your social channels or use a starting point for your own posts.

4.      Feedly

Feedly is a content aggregator that you can use to see what other people in your industry are writing about. You can choose the blogs, publications and topics you’re interested in and monitor them to get content ideas.

5.      Quora

The popular social network is a platform for question and answer discussions. Identify trends from consistently asked questions to inform your content creation efforts.

Content Marketing

Content Marketing

6.      Reddit

Discover what’s trending worldwide on Reddit for content inspiration on a variety of topics from across the web. Observing which headlines are more effective on Reddit can bring insights to the subject of your next article, infographic, video or other type of content.

7.      Twitter

Search trending topics on Twitter to see what is popular worldwide or in a specific region to gain insights on what content to develop. Also search hashtags that are relevant to your expertise and industry to research what subjects of our interest to your existing audience and potential audiences.

The following are a few tools that you can use to create infographics, videos and animated presentations:

8.      Easel.ly

Create stunning infographics and data visualisations. Explore the ones already created on the website for inspiration for your content marketing.

9.      Infogr.am

This is a great free tool which gives you access to a wide variety of graphs, charts and maps as well as the ability to upload pictures and videos to create cool infographics.

10.   PowToon

Create animated videos and presentations with PowToon to add a commercial quality experience to your original content.

We hope this list will help guide you through the many marketing tools to the ones that best fit your needs.

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29May/17

How to use YouTube for Business

Have you wondered how to use YouTube for business? Have you just started on YouTube with a company video?

Are you still not getting the views you hoped for? Even with a handful of videos under your belt, you may not have mastered one of the most important aspects of the process which is YouTube SEO.

How to use YouTube and getting high rankings on YouTube is usually a result of two things.

You will need to appeal to the platform, but you will also need to appeal to your audience so you actually get higher view counts and subscribers. Here are a few engagement strategies to reel in your viewers.

YouTube

Keyword research

After you’ve uploaded a video on YouTube, you’ll be asked to fill out the title, description, and tags for it. Sounds easy enough, but you have some homework to do first.

Before you even begin filling out your title or description, you’ll want to know what your focus keywords or key phrases will be. Your first stop will be to see the competition surrounding the keywords you’re looking to use. Whether it’s in the form of Google’s own Adwords Keyword Planner or the many other free options it’s up to you, but this will allow you to see popularity and the competition you’ll be faced with.

Short tail vs long tail keywords

Had your heart set on “DIY crafts” for your keyword, only to find out that it’s incredibly popular already? Shorter key phrases are referred to as short tail, and you’ll find this is where the greatest competition lies. If you think your fledgling YouTube channel can’t compete with short tail keywords, don’t worry, you have options…

Long tail keywords allow you to get a little more specific, while still using the initial key phrase you wanted to. So instead of “DIY crafts,” you could make it “DIY Crafts for beginners” or “DIY crafts for Valentine’s Day.” While it may be searched less-often, it also offers less competition, better targeting and if you’re looking into advertising, it’ll cost much less than short tail keywords.

Are your keywords video-friendly?

Think you might have nailed it on your keywords for your video?

While this may be true for YouTube itself, it may not be the case for search engines. The best way to find out is to actually search for your desired keywords in Google. Put simply if you are looking to see if videos appear on the first page when searching your keyword. If they do, you’ll have a better chance at ranking well in both YouTube and Google.

Terms like “how to,” “review,” “hands-on” all have great potential to show videos on the first page of Google, so you’re pretty safe if you’re using one of them.

Appeal to YouTube

Now that you have done diligence on your keywords, it’s time to apply all you have learned in how to use YouTube…

Title

The content of your video will determine how your title is structured, but it’s important to have your keywords in the first portion of the title. If your video is about how to make doughnut ice cream cones, “How to” or “Do it yourself” would naturally fall in the beginning of the title, but that may not always be the case, depending on your keywords.

Doughnuts

It’s best to keep your title short and concise. Anything other than the essential words for the title can be put in the description section below. As along as the title showcases your keywords prominently and the point gets across, you’re good to go.

Speaking of titles, a good practice when uploading to YouTube is to use your keywords in the filename of your video. Something like “YouTube_DIY_Crafts_Valentines_Day.mp4” should suffice.

Description

Much like Google bots don’t actually see your photos when indexing websites, YouTube doesn’t know exactly what your video is about when you first upload it.

It’s important to note that long tail keywords do well in your description, especially if long tail is the primary route you’re going in. Remember, the detailed approach may be less popular, but it’s more efficient because writing a long description is beneficial for your video, as it gives more information to both YouTube and the viewer, and this can positively affect your ranking.

Tags

While there’s a debate on whether tags are still important or not, it’s another location to describe your video that YouTube offers, so use it! A mix of specific and general tags is suggested, allowing your video to span multiple avenues. You can use both your short and long tail keywords here as well.

The best practice is to add as many tags to properly describe your video as needed. If you feel that your clip needs 20 tags, no one’s stopping you.

How to use YouTube and SEO may seem a bit tricky, but with the above tips at your disposal, you are equipped to climb the ranks!

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16May/17

How does a Google Search work?

How does a Google search work?

We are going to try and explain how Google ranks websites and how the Google search has changed over time.

Why Google?

There are many search engines out there ranking websites, but Google is far and away the most popular, claiming approximately 65% of searches around the globe.

Google search

What is the Google algorithm?

Google’s algorithm is series of complex computer programs used to rank websites and determine which ones to display in Search Engine Results Pages — better known as “SERPs.”

A SERP is a page shown by a search engine in response to a query made by someone.  Google sends out bots or automated web crawlers to scan every website around the world to understand what they are about and determine where to display them in results pages.

The goal of a Google search or algorithm is simple…to provide every single person who performs a search with an ordered list of the most relevant websites for their query.

How does Google decide how to rank sites?

The algorithm itself is a top secret formula that Google updates all the time. As they develop ways to better rank websites and show the results that will most help searchers, their algorithm changes. While no one knows exactly which factors Google takes into consideration or how much weight each one is given, we do know that they look at the following aspects to rank websites:

  • Quality of the website content
  • Freshness of content and how often site is updated
  • Number and quality of websites linking to site
  • Keywords/terms used in the site
  • Age of website
  • Location of searcher and business
  • Amount of time that people spend on the website (also known as “time on page”)

All of this essentially means that there is a lot you can do on your website to boost your SEO.

How often does the algorithm change?

Google makes over 600 changes to its algorithm in a year and this means that the ranking of websites evolves all the time. As a website owner, you can find yourself in first place one day and third the next. To keep your place, you want to continually update your site and create interesting, fresh content.

Penguins and Hummingbirds

While small changes happen daily, every so often Google significantly updates their algorithm. When this occurs, they usually let the world know with a formal announcement. Historically, new versions have each been christened with the name of an animal. Think pandas, penguins and hummingbirds.

Summary

You simply need to focus on creating a site that helps visitors, answers their questions, and provides them what they are looking for. Do this well and your users will love your site, spend a long time on it, and share it with their friends. Build up your traffic and Google, too, will start to take note. Before long, you’re sure to start rising the ranks!

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09Apr/17

Is Instagram right for your business?

Is Instagram right for your business?

With more than 300 million active users, Instagram has grabbed the attention of number of growing brands. Instagram enables you to share photos, as well as short videos, with your followers. There are over 55 million photos shared on Instagram every day which is another great reason why your business needs to utilise this platform.

There are plenty of reasons why a business require an Instagram account. Firstly, visuals are processed 60,000 times faster in the brain then text. By using an Instagram link on your website can help you to connect with customers across multiple channels and increase cross-channel engagement. For example, when a customer is browsing on your website or Instagram page viewers can easily click through to product pages.

Another benefit of using Instagram pictures is that traffic that comes from these photos is super-engaged. Instagram drives more engaged traffic than any other social channel like Facebook, Pinterest, YouTube, Reddit, and more.

Instagram

Instagram

Sometimes you may not realise it, but your audience could already be talking about your business on Instagram. To take an example, people are always keen to share pictures of their favourite food from a particular restaurant, by sharing a picture they are letting others know from where they bought their meal by tagging your location. Likewise people love sharing a variety of images from lots of different locations and by tagging your location, they let others see it. This gives customers the chance to market your business on your behalf.

Hashtags has been the most talked about feature of Instagram because it helps people discover new content on Instagram. Similar to other social platforms, when someone includes a hashtag in a post a link is created and you can view all of the photos that have been sharing by using that hashtag. It is a great way to let your business get discovered easily. You can find the right hashtags for your business by using sites like webstagram.

Hashtags

Hashtags

That is not all, by using Instagram for your business marketing you don’t have to worry about other social media platform because one of the greatest things about this platform is that whatever content you produce can easily be shared across all of your other different marketing channels. All you have to do is enable social sharing to Facebook and Twitter, so that your photos will be shared automatically whenever you post content to Instagram.

Starting an Instagram account is easy by the hardest parts of getting started is deciding what to post.

That’s why we at Marketing Tool Box can help you know exactly how to start your account which will benefit your business in numerous ways. All you have to do is contact us and we will be there to help you.

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14Mar/17

How to effectively use Google to get local customers to your door

Google has become synonymous with search.

When looking for a business in your location such as a place to grab a bite, book a hotel or get a haircut your potential customers will turn first to the search engine.

Your business goal is to make sure YOUR business is the one that shows up first!

For that to materialise you will need Local Search Engine Optimisation. (SEO)

Google Seo

Local SEO refers to specific actions you can take to make sure that your site appears in search engines when someone is looking for a business in your area. It helps search engines like Google and Bing associate your activity with your geographic location and decide where to display your website on their results page.

Local SEO is essential for anyone with a brick and mortar business, an office, or a studio and it’s one of the best ways to bring in brand new customers from your area. Marketing to local clients is the mantra!

Search engines increasingly tailor their results based on the location of the searcher. They look for keywords that show a local intent, such as “restaurants near me” or “restaurants in Leeds” and they show results accordingly, with geo-targeted content receiving priority status.

One of the best ways to help local customers find your business is to optimise your website for Google Maps and what’s known as the “Local Pack.” The Local Pack is a map where the three most relevant places show up on the top of Google results.

This is prime real estate and you want to own it! The good news is, it’s easier to rank in the Local Pack than it is to get the top spots in a regular search. To give yourself a shot at being one of those three lucky businesses, make sure you list yours in detail on Google My Business (GMB). Then, since Google likes to place top-rated services in the Local Pack, ask customers to write reviews about you on GMB.

Google My Business

Having a GMB page will also ensure that your business will show up on searches done within Google Maps.

Remarkably, only 10% of businesses have claimed their spot on GMB which is why it’s easier to rank. 

Google My Business is just one example of a search engine directory. Bing also has a business directory and it’s worthwhile to claim your spot there as well.

You also want to submit your website to as many directories as you can – as long as they are relevant to what you do. Local directories are listing sites and social communities that specialise in indexing small businesses. Yelp, Foursquare and TripAdvisor are among the most famous of these sites, but there are many more.

People looking for places to eat, shop and sleep often refer to these sites to see what the communities have to say. But perhaps more importantly, Google search holds many of these sites in high regard. When you’re listed on good local directory websites, your business will probably receive a dramatic boost in search rankings. To help you get listed, be sure to check out the Site Booster app. It may do a lot of the legwork for you! 

You will also need to ensure that you use the exact same name, address and phone number (known as NAP) everywhere you write about your business. This includes your website, your social media profiles and directories that list you. If your NAP looks a little bit different in some places, search engines may accidentally think you have two (or more) different locations. 

Marketing local is key and god luck with your local SEO and if you need further advice or guidance then please drop me a line info@clientmarketing.co.uk 

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07Mar/17

How to succeed at Digital Marketing?

It’s well documented that more than half of new businesses fail within their first three years in operation?

While running a business is hugely rewarding, it is also challenging and hard work, and many small business owners need to be prepared and willing to do what it takes to ensure their business survives often volatile and highly competitive territory. Marketing is one element that is often overlooked by many small business owners, primarily due to the expense and time effective marketing strategies demand.

If you have started on a digital marketing strategy and your business is not yet reaping the rewards you might not be maximising your digital marketing. There are three key areas to consider…

A lack of content strategy

When it comes to digital marketing, content is king.

Quality content that is driven by relevant keywords that give small businesses the digital footprint and presence and adequate search engine rankings they need to remain competitive online.

Website promotion

Website Promotion

According to recent surveys many SMEs don’t have a structured content strategy in place and it’s estimated that approximately 65% of B2B marketers say they do not have a documented content strategy implemented. Without a concrete content strategy in place, which is long been established as being one of the most effective ways to market to customers companies are not capitalising on the optimum effects of digital marketing.

Lack of a responsive website

Being online whilst on the move is practically the norm now….so why do so many companies fail to optimise their website for mobile devices?

A study by Yodel found that 40% of SMEs have failed to optimise their website so it caters and fits the requirements for a mobile audience.

More and more consumers aren’t just searching for and researching products from mobile devices but they are actually buying products from the likes of smartphones and tablets. Consequently, if you don’t have a website geared towards enabling consumers to buy products and services from mobile devices with ease, are ultimately missing out on this huge chunk of the consumer market.

Unleash the power of social media

Comprehensive digital marketing should include promoting products and services through social media.

Creating a strong online presence is essential if digital marketing is to work and social media is an invaluable tool in helping SMEs craft a strong digital presence and reach out to both new and existing customers.

Social Media training

Social Media

Despite the obvious advantages of harnessing the power of social media in digital marketing campaigns, many companies are passengers in social media. As the Yodel study found, only 11% of the SMEs which participated in the study said they do leverage social media for their small business to generate customers and clients, with 20% admitting they used no social media at all.

The digital landscape is evolving at a rapid rate.

We see that the savviest of businesses, small, medium or large, keep abreast of the latest developments and utilise the newest digital trends.

For the vast majority of small companies that don’t give emphasis to the power of digital marketing, they are missing out on the many business benefits an effective digital marketing strategy. If you would like advice on how to do this please drop me a line info@clientmarketing.co.uk

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27Feb/17

Fully Funded Training for Yorkshire businesses

Fully Funded Training

Fully Funded Training and development brings benefits to both companies and its employees.

It is well documented that training provides a series of planned learning experiences for individuals and builds their technical skills and business competencies and also helps to improve efficiency and can motivate employees to do well. This helps to make positive changes to the way in decisions. By training and developing its staff well companies are often in a position to develop a competitive advantage over their competitors.

For a small business training is a substantial cost to a business and it can be considered an investment.

Free training

Free training

To help businesses in the local area Client Marketing can provide fully funded sales & marketing & commercial training to small and medium businesses within the North Yorkshire and East Riding. These training courses are ideal for SME’s and social enterprises and sole traders and any business with 250 staff or less and with a turnover of less than £30 M is based in North Yorkshire is eligible providing they are in any of the following sectors

  • Agriculture
  • Bio Renewables
  • Food Manufacturing
  • Construction
  • Engineering
  • Voluntary and Community and Social Enterprises
  • Visitor Economy
  • Health & Social Care

This fully funded programme is providing training in the following courses from Client Marketing Ltd

If you have a specific training requirement not listed above then please get in touch and we can deliver a bespoke training course for your organisation.

Negotiation Skills Training

Training Course at Leeds Voluntary ActionF

Client Marketing Ltd with the help of this training programme are proud to help the people who have the right technical skills and business competencies with the roles they are best able to do. By acquiring technical skills and business competencies, employees can plan their career path and this gives them responsibility for achieving their career ambitions and helps to create the future leaders of the organisation.

If you would like to know more about this fully funded training programme please call on 07721 480249 or email info@clientmarketing.co.uk or via twitter @clientmarketyks

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