Here’s What You Can Do to Adjust Your SEO

It’s 2018, SEO has changed. There’s no more keyword stuffing, no more spamming the search engines, getting anxious over this word and that word has become a huge waste of time. But the problem is that some people still believe that there’s nothing they can do on the page to improve the returns they see from search engines. This isn’t true at all. Here’s how to can rearrange your on-page content to ensure its search engine friendly and ready to capture potential leads.

 

Keyword Research: Putting Your Website in Front of the Correct Eyeballs

You have to begin by laying down the foundation for all of your on-page SEO efforts. This means doing your research. Keywords and key phrases that are effective are the ones that your potential leads and clients are currently inputting into the web. There are many different keyword research strategies out there. Many marketers will even pay for Google AdWords and similar tools just to get information, that’s how seriously they take keyword research.

 

Remember to always keep in mind that keyword research is the foundation of everything you’ll use when it comes to your SEO, so it’s worth the time taking to mine those golden nuggets.

 

Make Your Content Specific

Think about it, you have title tags, keywords, and descriptions to write. Headlines. Sentences. Alt text. There’s plenty of space to use to demonstrate who you are, what you do and who you serve. A generalized keyword or phrase isn’t going to get you noticed by the search engine – not enough to put you in the top 30, let alone top 10. You’ll also have more relevance reaching audiences who are specifically looking for your type of business.

 

Some ways you can enhance the specificity of your online content is location, specific services offered, unique content and combinations. This isn’t to say that you need to stuff your on-page content with keywords necessarily. But you should always be aware of putting these items on the page to get the specific attention you need from search engines.

 

Manage Your Expectations

You won’t make it to the first page of Google for “Insurance” by just including that keyword on your site. You’re competing with some of the biggest insurance names on the internet for that spot. Sites with very large marketing budgets and SEO experts have plenty of money to throw at drawing in business organically. But this doesn’t mean you have to exclude yourself and never try to optimize your on-site content.

 

Managing your expectations by putting in the work required to find those potential clients who are searching for something a little more specific. The harder you work on your online presence, the more results you’ll see. You’ll start to see old blog posts gain traction in search engine results, the valuable stuff you put online doesn’t just affect your online presence for one day. It keeps going.

 

Now this won’t all happen overnight. If your business is lagging in the SEO department, make improvements, edit and get a second opinion online. Overall, you’ll find that there’s a lot more that you can do to your page than you thought.

 

Be sure to visit the Bullfrog Blog often for more tips on productivity, marketing and risk mitigation. While you’re here, click below to get a quote!

Marketing Strategy: Add Blogging To Your Website

Is blogging still a pro-active marketing strategy, or is it a waste of time and effort?

 

The surprising truth is that it’s more important than ever for your business to have an active blog. It’s also extremely important to truly understand how blogging actually works in your overall marketing strategy.

The biggest reason why blogging is still a pro-active marketing strategy is that none of us actually own social media. Meaning that we have absolutely no control or say over any of changes and updates that occur on social media daily.

Examples: Changing algorithms; banning certain types of ads; increase in ad prices; shutting down accounts (accidental or for no reason at all)

Some things are out of our control, but it doesn’t have to be that way when running a blog for your small business.

 

Content Marketing

Blogging, articles, sharing wisdom, content marketing, it’s all essentially the same thing. All of which have the same purpose, to sustain yourself and your business online. It’s how you build trust, and more importantly, get found.

The issue is that most people still look at blogging as something someone does to express what they did that day, or to rant about something on their mind. But it’s not just that, what they aren’t seeing is an amazing marketing tool for their business.  A tool that allows you to establish yourself as an expert and then monetize that expertise.

Once you start to look at blogging as a marketing tool, your overall perception of it will change. You’ll begin to see it as an opportunity to connect with your audiences while also providing them with valuable resources they can use to solve a specific problem.

 

SEO

If someone can’t find you, they probably won’t hire you. This is another reason why blogging is an important part of your marketing and SEO strategy, because your content actually shows up on search engines.

Social media can do a lot for you, but it can’t do this. So, if you’re focused on SEO (which everyone should be), then blogging isn’t lost for you.

 

You’ll Be Everywhere

With a blog, you and your business can be everywhere. You start with publishing your blog to your website. You then use social media to drive traffic to said blog. Also, you can repurpose the content into something like a podcast or a video and put a link back to your site in the description box.

At the end of the day, we as people consume content in so many different ways, and a blog is just one part of your overall strategy to reach and engage with your audience.

 

Be sure to visit the Bullfrog Blog often for more tips on productivity, marketing and risk mitigation. While you’re here, click below to get a quote!

Super Bowl Advertising for Small Businesses: Good or Bad?

It’s that time of year again, with more than 100 million viewers, it’s Super Bowl season. For small businesses, with a reach this big, is a 30-second spot really worth $5+ million? Probably not to be honest. Unless your brand needs to flex its muscles against its super-spending competitors, there isn’t a whole lot of practical value involved in paying that amount for just a single advertisement.

 

Don’t Be Just Another Face in The Crowd

On the most eventful Sunday of the year, given the deluge of commercials, performances and big plays that occur – it’s hard to make a lasting impact on the minds of consumers. Unless your brand is able to deliver a commercial that’s so over the top and super memorable, it’s not going to be impactful enough to make spending that amount worth it. Whether your trying to raise your brands awareness or compete with the major corporations and ad agencies, it’s best to be prepared to overspend on a marketing company that inflates the value of its products and services.

With 100 million plus viewers, how many of these people are within your target demographic? Unless there is a call to action, which could likely detract from the appeal of your ad, you won’t be able to see any tangible gains from this sort of investment.

At the end of the day, what is the likelihood of your add being remembered and translating into thousands of new customers? Splurging on a super bowl ad spot, to most, it just not worth it from a business standpoint. If you want to impress, it will certainly accomplish that goal, but the overall return of investment is minimal.

 

Impactful Marketing Ideas

There are other ways to reach the super bowl audience via a different platform. Brainstorm a social media strategy well before the game airs. Sit down and plan out which platforms you’d like to use, any products or services you want to tie into the game, how you’ll monitor and use the accounts before, during, and after the game.

Tweeting about the biggest ads and plays from your businesses Twitter account, using the appropriate hashtags can gain more attention.

You can build your brand in a much more organic and effective manner by targeting smaller events. It may be no Super Bowl, but your ROI will be significantly higher. Do some research and see what your target demographic may be watching or doing and spend your marketing budget better.

Overall, you need to be realistic. Don’t try to go over the top on one single event because everyone else is doing it. Spread out your marketing efforts and try to appeal to only your potential customers. Your business is more likely to benefit from saving money and relying on a small targeted marketing campaign.

 

Be sure to visit the Bullfrog Blog often for more tips on productivity, marketing and risk mitigation. While you’re here, click below to get a quote!

Black Friday Business Strategy: Amazon

While Thanksgiving is this weekend for our friends south of the border, businesses have their eyes on Black Friday and Cyber Monday – even though turkey, mashed potatoes and pie sounds really good! Everyone is prepping for the busiest shopping weekend of the year and strategizing how to become victorious in-store and online.

 

It may seem contradictory for businesses to discount their products just a few days out of the year. But it’s a phenomenon that has led to increased sales, fantastic promotional opportunities and success rate. Sales are expected to increase by 3.4% compared to last year, generating 1/3 of their overall sales.

 

Over the last few years, analysts have noticed a gradual shift in Black Friday shopping, many consumers have turned to the internet to do their spending rather than fighting through lines and hordes of people in-store.

 

The celebratory shopping day that is Black Friday continues through the weekend into Cyber Monday. Cyber Monday a great way for companies to drive increased sales and gain online traffic. It’s also a great strategy to combat slow business days following the mayhem shopping weekend. Shoppers can’t resist a good sale!

 

Amazon

Amazon has truly set the standard for Black Friday and Cyber Monday. The company doesn’t limit their sales to just one or two days. They start Black Friday deals the Friday before the main event and call it “Black Friday Deals Week.” Amazon Prime members have access to deals at least 30mins before the general public. Their strategic move doesn’t just result in a high volume of online traffic, but results in an increase in sign-ups for Prime membership for the remainder of the year.

 

Overall, Black Friday and Cyber Monday have created a sales extravaganza that is bar none. Businesses both large and small continue to benefit from these shopping holidays. So much so that these two days of sales easily surpass the other 363 days of the year.

 

Be sure to visit the Bullfrog Blog often for more tips on productivity, marketing and risk mitigation. While you’re here, click below to get a quote!

Marketing Nightmares That’ll Haunt You

Have you ever been slowly drifting off to sleep, or you’re lounging in bed on a Sunday morning – when all of a sudden, your head jerks up from the pillow and your heart skips a beat!

You think to yourself “Did I schedule that campaign? Send that link? Change that subject line?” These tiny moments of terror and fear should be enough to remember to yourself, marketing is a complicated beast, even a relatively small mistake can reveal its dark side. It’s  all chilling stuff but that darkness is avoidable, all of these mistakes are preventable with a few precautions!

 

  1. Dead-End Pages

If you’re a small business and have a website, you’re already doing better than the competition. But many small business websites that do already exist still don’t offer a way for visitors to engage with those businesses online. Having an informative website is great, but if you don’t provide your visitors’ a simple and direct way for them to immediately act on, then you’re wasting your time and theirs. Start to think about how you can actively create an ongoing relationship with visitors by creating at least one call to action that will spark that relationship on your landing page.

 

  1. Following the Wrong Metrics… Off a Cliff

It feels great creating something that gets a lot of traffic, and watching your social share count rise makes it even better. None of this does much good if very few of those visitors actually engage with your business any further. All those new leads could leak right out of your funnel if you can’t get them from there to your checkout page. Just remember that your page views, social stats and having a high conversion rate aren’t the end goal, they may not stand in direct relation to revenue and profit. So, watch your step.

 

  1. The Inconsistency Gremlin

Inconsistency is that annoying little gremlin that’ll throw a wrench in your entire marketing plans. Have you ever been to a webpage and the special price is $38, but the checkout says $38.99? These discrepancies may not put a huge dent in your conversion rate, but they’re likely to chip away at it over time. Inconsistent marketing can actually cost your business money. At the start of a new campaign, sit down and list your core value proposition, pricing structure, etc. Then, look back at that document every time you create a new piece of that campaign so that the inconsistency gremlin doesn’t come crawling out from the shadows.

 

  1. Bloodthirsty for Leads, Leads to Unsubscribes

It’s normal to be excited when you tap into a new source of leads. But, some marketers take that excitement and take it a little too far. They begin sending their new leads emails constantly, with messages that boil down to wanting them to BUY NOW! This is a perfect recipe for unsubscribes, you have to build trust. Do more than send emails to move those new relationships forward. Use thoughtful, respectful follow up sequences to give leads reasons to buy, rather than just telling them too.

 

Be sure to visit the Bullfrog Blog often for more tips on marketing, productivity and risk mitigation.

Generation Z: Why Businesses Need to Adapt to Them

As the Millennial’s are approaching towards middle age and obsolescence, but businesses need to make way for Generation Z. Understanding this generation will be critical to companies wanting to succeed in the next decade and beyond, because by the year 2020, Generation Z will account for 40% of all consumers.

 

This generation has grown up in a world where their options are limitless but their time is not. Making them learn to adapt and quickly sort through and assess large amounts of information. By doing research and heavily relying on trusted curators and trending pages within apps, this allows them to shrink their potential option set down to a more manageable size. Once something has demonstrated attention-worthiness, they can become intensely committed and focused.

 

Generation Z has a very carefully tuned mind for being sold to and a limited amount of time and energy to spend assessing whether something’s worth their time or not. Once your business has made it past these filters and you’ve won their attention, it will mean you’ve provided them with engaging and immediately beneficial experiences.

 

Older generations will forever struggle to understand why Generation Z – and some Millennials – spend so much time online. But they are under immense pressure to simultaneously manage both their professional and personal brands to help them fit in while also standing out. They need social media to build their personal brands but must resist being defined by it. They seek social validation and inclusion but are looking to differentiate themselves professionally. Businesses and companies who understand this, will be able to provide Generation Z with the proper tools they need to reconcile and better manage their personal and professional brands.

 

Society and other generations seem to either romanticize youth or criticize the things they’re doing differently. But the reality of Generation Z is somewhere in between that. They’re going through many of the same challenges that everyone faces in that stage of life, but they’re doing it in a very ultra-connected, fast-paced technological age. Companies need to meet them in the middle and where they are, rather than try a change them to where they want them to be.

 

Be sure to visit the Bullfrog Blog often for more tips on marketing, productivity and risk mitigation.

Using Content Marketing To Succeed

content_marketing1

We often hear “content is king” when it comes to running a website and getting it noticed, but there is far more to executing on this than simply publishing opinions and updates.  To get noticed and become an authority or influencer, you need to establish a disciplined plan of action, execute on it and continue to improve through fresh new and exciting solutions and tools.

 

One of the most important aspects of publishing content is putting yourself in the position of your audience.  As an example, if you’re in the digital marketing industry, publishing countless articles about changes to Google’s algorithms can rapidly send your readers searching for other sites.  If however you speak to the sensibilities and challenges of up-and-coming digital marketers, you will gain a far more loyal readership. It is always important to look at the value proposition as your reader sees it. The world of marketing is now consumer centric, and you must demonstrate this mentality.  When developing a blog, ask yourself one vital question:

 

“If I stumbled upon this blog would I read it in full – Yes or No?”

 

This is a simple and effective test – how interested do you find yourself?  If you get pulled into the article within the first paragraph, there is a good chance that others will do the same. Conversely, if you believe that your content is highly valuable to the viewer yet takes a deeper inspection to truly see it, the return on the blog may end up being sub par.

 

This means that you must place great focus in both the planning of the topics you will provide information on, and also the way the blogs are propositioned. Building upon your copy writing skills is essential for digital marketing.

 

Another very powerful element to take advantage of to be seen amongst the influencers is to simply join them. Interacting with influencers is a great way of increasing your brand’s visibility. Making impactful statements will be noticed by third parties, leading them to seek out your brand. With diligent and charismatic networking done with influencers, opportunities for cross-posting and other forms of collaboration arise. Guest posting is not only amazing for SEO as it often provides a backlink to your website from a high link-authority website; it also introduces your brand to a new audience to be captivated.  Networking also comes with the advantage of  providing you with authority. If you are seen as a reputable source from other key players within an industry, the hard work they have done to build their reputation will now be gifted to you as well. Beware however that the inverse may also happen if your content lacks sincerity or authoritative information.

 

Indeed, as with any other strategy, acting on a content marketing strategy is not an undertaking to underestimate. With dedicated effort and effective planning however, content marketing can be a cost-effective method of driving traffic, creating brand awareness, a fan-base, and ultimately profits.

 

Be sure to frequently visit our Bullfroginsurance.com blog for more tips and business advice on everything from risk management to staffing to content marketing practices.