You might already be implementing some stellar SEO tactics on your website, but are you making sure to focus on SEO optimisation for voice search too? The way that people use the internet is changing at an incredible rate, and voice search is only going to get bigger. I remember that even a year ago I was staunchly set against talking to my phone to do anything, but now it’s second nature and with the rise of tools like Alexa and Google Home, it has become even more important for brands. Read More
If you want to be successful at marketing your business on Facebook, then you need more than just an amazing service and great content. It’s unfortunately true, that as much as good content is an essential element of Facebook advertising, how that content is distributed is even more important. To help you achieve that goal, here are my top five Facebook advertising tips to help you get the biggest return on your investment.
This advice is particularly important ever since Facebook’s algorithm change in early 2018, which reduced organic reach even further and made it yet more important for brands to understand how to advertise to their consumers in a cost-effective way.
The question you should be asking is not just how you can reach your target audience on Facebook, but how you can convert that audience into genuine leads or sales. Here’s how…
Tip One: Do Your Audience Research
Understanding your audience has never been easier on Facebook. Head over to the ‘Audience Insights’ tab on your Business Manager page and do your research.
Using this wonderful tool, you can see how your chosen audience behaves, interacts with adverts, how many pages they like, even whether they’re in a relationship. You want to look for the audience set which is the most likely to convert, so look for high numbers of ads clicked and post shared.
You can also use the audience insights to ascertain what devices your audience uses, another handy tool when creating your adverts.
Tip Two: Make Sure You Upload a Pixel to your Website
The second of my key Facebook advertising tips is to ensure that youre website has a Pixel installed. A Facebook Pixel is a piece of code, generated for you by Facebook, which you can add to your website’s header code.
The basic Facebook Pixel enables you to track the people visit your website and then retarget them by creating a custom audience on Facebook from the data collected.
Beyond your basic Facebook Pixel, there are a number of ‘events’ that can be added for tracking specific actions on your website, such as visiting a certain page, purchasing a product, or adding something to the cart. This next level of Pixel targeting enables you to increase your lead conversion beyond recognition.
By using a custom audience built from your Pixel, you can be sure to spend your money where it is going to be most effective.
Tip Three: Learn from Your Previous Adverts
There are two elements to the third in this list of Facebook advertising tips.
First, is that you really do need to learn from previous campaigns you have run on Facebook. Testing different audiences, styles of content and advert goals is a great way to work out what is most effective for your audience and business.
Whether you’re running a boosted post or a more detailed Facebook advert, it is important to identify the best elements that you’ve used before and try and emulate them in future ads.
The other element of this Facebook advertising tip is that you should be building custom audiences from people who have previously interacted with your adverts. Not dissimilar to using a Pixel, building these kinds of custom audiences ensures that you spend advertising budget targeting people who are most likely to interact with your campaign.
It has been said that people need to see something five times before the act or purchase, so getting in front of the same set of eyes, again and again, is a very good idea – so long as that set of eyes has expressed interest in your advert in the past.
For example, this could mean building an audience from people who have watched a certain percentage of your video, or who have previously engaged. These people have demonstrated that they are interested in what you do, so are most likely to generate potential revenue in the future.
Tip Four: Create a Funnel
Funnels are a core element of content marketing, particularly on Facebook. Funnel marketing is the process of taking your customer on a journey which ends up in them taking the desired action on your website.
The idea is that instead of getting straight to the point and asking them to purchase your product or service, you have a number of steps that get them there first.
For example, say you run a fashion e-commerce website and want to get potential consumers signed up to your newsletter for future marketing. You could hit them with an advert which simply asks them to sign up straight away, and you might have some success with the right targeting. However, if you target that consumer with an effective funnel, you are much more likely to convert.
In this example, my advice would be to create a three-step funnel along these lines:
- Top of the Funnel: Brand Awareness
Promote a blog post from your website to your target audience.
- Middle of the Funnel: Consideration
Using your website Pixel, build a custom audience of people who visited the blog post and target them with a more personal hook, for example a quiz to find out their personal style.
- Bottom of the Funnel: Call to Action/Conversion
This is when you can promote your call to action, in this case asking them to subscribe to your newsletter.
Using a technique such as this enables you to capture the user and make them part of your brand journey. They become invested in you and feel that you are invested in them, and are therefore much more likely to act on your call to action and become a future customer.
There are lots of different kinds of funnels, what I have just described is only one kind. Get in touch to find out how else you could utilise a funnel for your business.
Tip Five: Think Long Term
Adopt the view that no advert is a bubble and start viewing everything as a funnel opportunity. Your goal should always be to draw potential customers to your business, so have a goal which goes beyond just engagement.
Whilst engagement is much more important than how many likes your page has, engagement in and of itself does not equal a good ROI. Someone watching your Facebook video does not, for example, generate any actual revenue.
You, therefore, need to view each advert as a separate but integrated element of your wider marketing funnel.
For example, if you are a lifestyle coach, you may want to create a video providing some useful lifestyle advice. Your goal for this video would be to get it viewed, shared, commented on and liked as much as physically possible. This is very often where a lot of people stop, losing out on potentially huge revenue opportunities.
Instead, you create an audience from people who watched your video and promote your lifestyle coaching services to them directly – for example inviting them to sign up to a course or seminar that you’re hosting online.
It is only by thinking on a longer-term basis like this that you will be able to use Facebook to generate a real return for your business, rather than simply having an engaging account.
Ready to take control of your Facebook advertising? Get in touch to schedule a call & find out how I could help you and your business with training, strategy or management.
PLUS, don’t forget to sign up for my newsletter for the latest news, tips and ideas.
In marketing, content is still king. If anyone tries to tell you differently, they’re either lying or confused. That being said, content has changed a great deal over the years, and the kinds of content that are important now are perhaps not the things that you may have thought of as important even a few years ago. Due to the fast-paced nature of the digital communications industry, trends seem to come and go before most people have a chance to get a hold of them. Blogging, however, is not one of those trends and for those of you asking ‘does my business need a blog?’ the answer is unequivocally a big fat ‘YES!’. This article explains why your business needs a blog and how you can get the most out of a blog for your business. Read More
Chatbots are one of the biggest subjects in digital marketing right now and for many, the term still conjures an image of world-dominating ‘I, Robot’ style craziness. If like so many people, the idea of chatbots and artificial intelligence instils a sense of fear and foreboding then I’m here to tell you that you probably don’t need to be quite so worried, particularly if you run any type of online business. In fact, it seems that the potential of chatbots far outweighs the fear…Read More
If you have any dealings in the world of business then you’ll have undoubtedly come across GDPR, which comes into effect in May 2018. It has been on the radar of the marketing world for a long time and we’ve all had plenty of warning to get ourselves ready, which is why it somewhat shocks me that people are still in such a frenzy about it. I believe that GDPR is a great opportunity, both for consumers and for businesses and that it is something we should be embracing with open arms, rather than complaining about, here’s why…
Search Engine Optimisation, or SEO, is generally understood to be a very important factor in the success, or lack thereof, of any business online. However, it still remains a complex topic and even a basic understanding can become confusing. I have therefore put together some of my key SEO strategy tips in the hope that this will at least get you started.
What Is SEO?
Search Engine Optimisation is the process by which you can generate organic traffic through search engines such as Google, Bing or Yahoo. All of these key search engines use ranking algorithms to decide what content is most relevant for a user’s search and it is therefore important for any business with an online profile to use SEO to ensure it is identified as part of these searches.
As the vast majority of businesses have an online presence these days, SEO has become even more crucial. That is why I build it in to any consultation, training session or strategy and without further ado, here are my five SEO strategy tips for your website.
SEO Strategy Tips for Your Website
Identify Your Topics
The first step to a successful SEO strategy is to identify a list of topics that are relevant to your business, product or service. Compile your list of about 10 to 15 different words or short terms and use the Google Keyword Planner to rank them in terms of search volume and create some variations which are relevant to you. These are short-tail keywords and you are highly unlikely to rank directly for them in Google, however they form the basis for our next step (which I’ll come onto in a minute).
Rank your short-tail keywords in order of importance to your business and how relevant they are. You can now use these to build out your long-tail keywords.
Build Long-Tail Keywords
My next tip, once you have your list of short-tail keywords, is to start creating longer topic titles (long-tail keywords). You can then use your long-tail keywords to come up with page titles or blog posts on your website, which are much more likely to rank well in Google than if you simply used a short keyword.
You can use keyword tools to identify good long-tail keywords based on your list of search terms and once you’ve completed the exercise you should have clusters of 5-10 long-tail keywords for each of your original search terms. You can hopefully see now how these original search terms are becoming pillars for your website content.
By creating these clusters of topics for your website, you are making it that bit easier for search engines to identify your website for different people’s search terms. If your website hosts content that delves deeply into specific subjects, search engines will identify this. They want to provide their users with the most useful information possible straight off the bat and if they see that your site has a very specific, in-depth analysis of the topic in question they feel confident in directing people to it. HubSpot has a great video explaining why these kind of clusters are useful for SEO…
Create a ‘Deep’ Website
My next tip is to create a deep website, and by this I do not mean a site which looks closely at the meaning of life (unless of course, that is one of your pillars!). I mean that your website should have layers of pages which take the user deeper and deeper into a topic.
The best way to do this is to create top-line pages for each of your pillar topics, which act as the first layer of content and introduce the key topic areas. In order to get the most out of these pages, you could create one for each ‘pillar’ and once you do so you should see that they closely align with the products or services you offer.
From each of your original pages, you can now link deeper into your website – taking your user to other pages or blog posts which relate to the main topic. These are the pages where you use your long-tail keywords to look at more detailed and specific areas of the pillar subject. Doing this not only creates a journey for your user, but also creates a very clear pathway for a search engine and solidifies your authority in this subject.
It also avoids the danger of trying to make a single page rank for too many keywords, as this can be confusing for search engines and users. Having one, or possibly two, keywords for a single page is the best way to create authority.
Blogging Is Your Best Friend
For many years blogging was seen as an activity for teenagers and socialites, however it is now an essential part of any business in my opinion. As someone who runs a very successful lifestyle blog (separate to my own business), I can attest to the huge number of eyeballs that blog posts can bring to your website. It is something that should not be ignored by any modern business.
If you have done the work of identifying your key topics and main long-tail keywords, then setting up and populating a blog can be simple and enjoyable. Remember, you are writing for your audience and not the search engines though, and your blog can explore both your pillar topics and more broad topics that are related to your business and customer.
Try to blog as often as you can, this helps to build up authority with search engines and also provides you with a ready stream of content for newsletters and social media. I suggest that a blog at least once a week is a good starting point and need only take an hour or so out of your busy schedule.
When writing a blog, it is important to identify a long-tail keyword for it, even if it is on a subject which deviates slightly from your core themes. You can then include this keyword, or variations on it, throughout your post (being careful not to become guilty of ‘keyword stuffing’) to help search engines identify it for searchers.
Once you’ve written your blog content there are two more very important things to remember to do. The first is that you should link to your main topic page from the blog content, either through links in the blog post itself or using topic tags to do so (I suggest doing both). The second thing to do is to link back to the blog post from the topic page, both to let your readers know and to create that useful pathway for the search engines.
Blogging has become such an important part of SEO strategy now and is something that I recommend for all of my clients. I also offer blogging services as I’m well aware that it is not something that everyone has time for!
Track, Adjust & Repeat
I could go on and on with more SEO strategy tips, but to keep this article short(ish) I am going to wrap up with my final tip which is to track your SEO success, adjust it if it’s not working and repeat the things that do.
There are a number of tools you can use to track how much organic search your website is receiving, such as Google Analytics, and you can use tools such as SemRUSH for tracking how well you rank for different keywords or keeping track of what your domain authority and page authority are.
Put together a document which enables you to track your success month to month and identify your most popular keywords. By doing this you can celebrate your success and see the result of your hard work, but you can also identify if things aren’t working as soon as possible and make the necessary changes before you spend months barking up the wrong tree. Reporting is such an essential part of any digital or SEO strategy, so be sure not to neglect it.
If these SEO Strategy tips have been useful, let me know! I have lots more where these came from and always build SEO advice into my work with clients. Get in touch today for an informal chat about how I might be able to help you get the most from your digital marketing strategy![/tatsu_text][/tatsu_column][/tatsu_row][/tatsu_section]