Trust is perhaps the most valuable asset your business can have. Build trust with your target market and you can practically guarantee the success of your company through referrals and repeat customers. Without trust, potential customers will be less likely to do business with you and instead turn to competitors. Building trust with your target market is absolutely crucial and even more so if your website is the primary source of revenue. Jakob Nielsen from the Nielsen Norman Group said it best that On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.” Your website literally has seconds before a visitor decides to stay or leave. Fail to generate trust, and you will have a low conversion rate. Guaranteed. With valuable content, social proof, and customer engagement via social media. Let's explore each of these in detail. A content marketing study from Content+ revealed that people are more likely to follow brands on social media if they find their content interesting. Content can you give a significant advantage over your competitors. Valuable content gets read. It gets shared. It attracts traffic. But most importantly, it brings in new leads and customers. And it's what separates average websites from the truly exceptional ones. Providing practical, valuable, and engaging content: It almost sounds too simple. But it also offers opportunities to build your business and reach your target audience. 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly - which, by itself, is still an impressive result. And also that: What exactly do you blog about? Blogging topics can cover a combination of the following: Social proof is powerful and it influences our decisions more than we think. We are often completely unaware how much of an influence such signals have on our actions and yet they permeate our society. Pick up a book from your local bookstore and immediately flip to the back. Chances are you'll find written testimonials from a credible source on why you should buy it. And if you've ever done any shopping on Amazon, you've probably seen this yourself. Say you decide you want to purchase a new Kindle Fire. One thing you'll see right below the title is a rating along with the number of customer reviews: The product has testimonials from some of the most authoritative brands in the world including Gizmodo, Mashable, and Time. Implementing social proof on your own website can be done with the following: There is something powerful about a testimonial from a public figure. It lends credibility to the product and helps sell the product. A good testimonial instantly connects on a personal level. And if it's from someone or a brand you trust, you would be much more likely to follow through on making a purchase. If you already have written testimonials from customers, consider including them on your primary landing pages. Investing in SEO services can easily be one of the best investments you make. Ranking well for competitive keywords can ensure a steady stream of targeted traffic to your pages. But social media cannot be ignored. Social media statistics From the same 2013 State of Inbounding Marketing report as mentioned earlier reveal that: If you are not already engaging on these social media platforms, then your business is missing out on a lot of potential revenue. And it's the reason why some of the largest companies in the world including Zappos, Ford, Starbucks, and Coca Cola incorporate social media in their marketing campaigns. Because it leads to increased brand recognition, customer engagement, and more conversions. The bottom line is that content is extremely valuable. Using the tactics explained above not only increases your online presence but also builds trust with your target audience and dramatically boost sales for the holiday season.
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2013 is quickly coming to an end. As people around the world welcome the [...]
3 Tips for improvement Search engine optimization Results Following the Hummingbird. New Google [...]
There is no shortage of information with regards to SEO (search engine optimisation). The challenge is sifting through everything to determine what is worthwhile and what could be potentially harmful for your website. Although there are numerous platforms for driving traffic to new pages (ie. Facebook, YouTube, etc.), Google continues to account for a significant portion of traffic online. Ignoring SEO is perhaps one of the worst business decisions you could make. Ranking high for profitable keywords can practically guarantee new leads and paying customers for your business. But this also presents a problem. Any time there is an opportunity for webmasters to drive traffic to their pages, there will almost always be spam involved. Google has made it clear with its most recent Penguin 2.0 update that questionable tactics such as keyword spamming or building links in hordes are unacceptable and will result in ranking penalties. Despite these warnings many misconceptions about online marketing continue to be prevalent. Some are completely harmless but implementing others could lead to devastating results. Backlinks from other websites remain an important factor but more of them do not necessarily equate to higher rankings. Years ago it was almost too easy to secure top rankings for competitive keywords just from backlinks alone. Irrelevant pages slowly began to proliferate through the search results, comprising its integrity. So something had to be done. The Google Panda update launched in early 2011 was the first of many significant changes in an effort to improve search results. A year later the first iteration of Penguin went live, this time penalising websites participating in link schemes or using black hat SEO techniques. Backlinks still matter but the days of building thousands of links in the hopes of higher rankings are gone. Doing so looks spammy and is likely to result in ranking penalties. There is a clear difference between content that is added just to be added and content that serves a purpose. The latter provides value and is exactly what gets rewarded in the search engines. Content that is engaging and relevant for its target audience is also more likely to be shared across social media networks. Research has even shown a correlation between higher rankings and social signals through Facebook and Twitter. SEO is not a scheme that promises imaginary results. Nor is it something that is implemented once, never to be done again. With constant algorithm updates and stiff competition for profitable keywords, consistent marketing through SEO is absolutely necessary. Otherwise your pages risk being pushed down by competitors who are putting in more effort to improve their visibility. Online marketing consists of more than just SEO and some of the most successful companies inherently understand this. SEO combined with other forms of marketing from social media engagement to content marketing and PPC advertising are powerful mediums that can elevate your business to new levels. But only with the right strategy in place and proper execution.
The amount of searches that are performed on Google alone is staggering. The average number of global searches for 2012 is estimated at over 5 billion per day according to data from Statistic Brain And those figures are likely much higher today as more individuals from around the world connect online. Despite the rising prominence of social media, search cannot be ignored. Ranking well for a few competitive keywords in your industry can practically guarantee new business. High search engine rankings is a valuable asset and an investment that offers excellent returns. It becomes a problem when your entire business model is dependent on a single keyword, one that is largely responsible for a majority of your online traffic and sales. But it's also incredibly risky. Even if your business secures top rankings, there is no guarantee it will stay there. A lot of business owners learned this hard way when Google released the infamous Panda algorithm update back in early 2011. This was a significant update that affected close to 12 percent of the search results. Panda was specifically engineered to target low quality sites or pages that offered poor user experience. Sites that once held coveted positions saw their rankings tank along with their traffic levels. A year later, a new update dubbed Penguin was launched in 2012 to reduce rankings for websites engaged in shady tactics from keyword stuffing to participating in link schemes to manipulate their rankings. If your business depends on a single keyword, all it takes is a new update (which will happen again sooner or later) to see your traffic completely drop. Even if your website has managed to hold its rankings through the Google Panda and Penguin updates, there are competitors who want nothing more than to overtake you in the search engines. Yet another reason why depending on a single keyword is risky. One thing the Google Penguin update took into account was over optimisation. In the past it was extremely easy to rank for competitive keywords. All one had to do was focus an entire page on a certain keyword, build links to it, and watch its rankings rise. And this tactic worked really well. The problem was that low quality results started to contaminate the search engines, partly the reason why the Panda and Penguin updates were necessary in the first place in order to combat web spam. In some cases, it can take weeks or even months to get on the front page for a certain keyword. Focusing on increasing rankings for one keyword could very well be a complete waste of time. Keyword tools, including the one from Google, are notorious for being inaccurate. Ranking well for a keyword may not produce expected traffic levels or it could fail to produce conversions. Why target a single keyword when you could rank for hundreds, even thousands of them? Honing in on one keyword limits your marketing. Ranking for more increases your presence online and attracts more targeted traffic from the search engines and even from social media networks. Even if one keyword were to see a reduction in rankings, it wouldn't even matter as the others would continue to deliver traffic. The potential to grow your traffic from search engines is huge and ranking for multiple phrases can help you achieve better business results. The main takeaway from all this is to encompass more keywords in your website and online marketing campaign. Doing the opposite may prove to be disastrous.