From Google AdWords to online reviews: How to choose the right business marketing channel, by John Jantsch

 

Google AdWords. Online reviews. Display ads. Social media. Content and push marketing … With so many outreach channels — online and off — to choose from, how does a business owner prioritize limited resources for marketing their business? Your tactics are going to differ based on what you offer, and how you make most of your sales.

Service providers should consider Google AdWords

If your company provides a service that people commonly search for, you’ll do best with well-placed Google AdWords or Bing Search buys. These businesses are the same ones that historically have gotten a lot of value from advertising in the Yellow Pages: lawyers, doctors, accountants, locksmiths, hair salons, plumbers, and other service providers.

The commonality between all of these companies is that the customer already wants to buy their service when they start looking, so they’re competing to be the provider that gets picked.

This tactic, called pull marketing, targets someone who is already in the buying process and attempts to reel them in.

Google AdWords, Bing Search, or Yelp Promoted advertising is useful for service providers because these online ads help you stand out from the crowd. They’re even more effective on mobile because it’s harder to distinguish between a paid placement and an organic search result on the smaller screen.

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8 Social Media Lessons You Can Learn From The Pros, by Mary Stribley

          

There are lessons to be learned from the best companies on social media 

If you’re reading this, can I assume you’re struggling on social media?

That’s fine, it’s nothing to be ashamed of. But what do you actually need to do to grow your followers, improve your engagement and increase sales on social media?

In this article, we won’t tell you what to do. We’ll show you. By featuring what companies like Nike and Spotify are doing on social, you’ll start to see what’s required to improve your presence on social.

Important — Free Templates

In the article title we allude to there being free templates in this article. And there are tons. Any image that has the “Edit this design in Canva” caption on the right-side of it can be clicked on. Like this one:

When you click on a Canva template, it’ll open up in your Canva account. From there, you can customize the design with your own words, colors and images, and then download or share it. Not a Canva user? Signup here.

Why is this important?

Because to turn the lessons in this article into gold, you need to do what they suggest. If you want to apply one of the lessons right away, click on one of the Canva templates, customize it, and use it in your next social post.

01. Keep Things Visual

If there’s one tool that should be at the top of every social media strategy it’s visual content. Social media is becoming only more and more visually-based – with the plethora of content out there, we need striking visuals to cut through the noise and grab our attention.

A brand that champions all things visual content is Buffer. Not a status update or Tweet goes by without a custom graphic accompanying it, and their engagement numbers prove it.

Check out what a typical tweet from Buffer looks like:

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So why does video improve search engine optimization (SEO)? by Trevor Croft

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If you’re in the business of promoting business, either your own or a client’s, you’ve probably heard that video on the website boosts search engine optimization (SEO). Trevor Croft Media says video boosts SEO to advertise its videos. If you’re like me, though, you want to know why.

As of 2014, video made-up 64 percent of all Internet traffic, and that percentage is anticipated to grow.  Pages with media-rich content, including video content, have at least the potential to rank higher in searches with Google and other search engines.  Because more people watch videos than read text, and because file names and metadata can influence SEO, inclusion of video on your web pages may help in the SEO department.

Social shares

Excellent videos will be shared over social media by those who watch them. Whether the video is entertaining, amusing, informative, or a combination of all of those, if it’s done well, people will share it and, in doing so, generate links back to your website.  More backlinks equal a higher ranking in Google and other search engines.

The video also tells these search engines that the page contains quality content. High-quality content will boost the page’s ranking in search results.

Some sources say hosting the video on the same service where the website is hosted is better than linking to video uploaded to YouTube™ or Vimeo™.  And some sources disagree.  So far as backlinking resulting from sharing is concerned, it makes some intuitive sense to have web page and video come from the same place. Because Trevor Croft Media’s Internet service provider requires videos to be uploaded to either YouTube or Vimeo, however, I will show you below the steps we took to make the best of this situation. For backlinking, one important thing is to include your website URL in YouTube’s metadata fields.

Metadata

Because Trevor Croft Media’s Internet service provider does not allow native hosting of video, we take advantage of video metadata, which is a good idea regardless of where your videos are. Utilize it to the fullest extent you can to provide search engines with relevant information about the video contents and your website.  Be sure that the metadata for the video matches the keywords for the web page.  Here’s where you create metadata for your video files:

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What Makes A Great Explainer Video? by Nick Vaka

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Explainer videos, those seemingly cookie cutter shorts you see popping up all over the place, are definitely trending in online marketing.

Unfortunately, while there are exceptions, most are an exercise in patience as their utterly transparent 3-act structure quickly causes your eyes to glaze over (the complete opposite of their intended effect). In a sea of content that grows every day, it’s becoming increasingly difficult for these videos to stand out. Heck, chances are pretty good your dog’s groomer has an explainer video on THEIR website.

So, what makes a great explainer video? After years of both watching and producing these things, I’ve come up with a few points that, I think, can make the best explainer vids.

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