A Holistic Approach to Search Engine Optimization

| June 2, 2016

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With a growing percentage of search taking place outside of search engines, effective SEO must consider the expanded search universe—spanning traditional search venues, social media, multimedia and other vertical niche sites. This whitepaper outlines The Search Agency’s new, more modern and effective approach to search engine optimization including.

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Marsden Marketing

B2B companies seek out Marsden Marketing's results-focused expertise as a full-service digital marketing agency, and HubSpot Platinum partner, that integrates digital, inbound marketing, PR, and sales enablement to accelerate clients’ brand positioning and propel their lead generation programs.

OTHER ARTICLES

COVID-19 is Redefining Face-to-Face Communication: Updated Framework Guidance

Article | August 12, 2020

Collaboration is at the heart of Agile, and we’ve all experienced the benefits of face-to-face conversation as the best means of conveying information. In SAFe we take this to the next level with PI Planning, a face-to-face event for all members of the ART to align to a shared mission and vision.

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Social Media Marketing Post-pandemic: A New Era of Digitalization

Article | June 28, 2021

Social media marketing post-pandemic strategies have become a boon for marketers delivering positive ROI. More than 73% of marketers believe that social media marketing has been very effective for their business in 2021. More than 41.3% of businesses reported that they were temporarily closed in the US because of the pandemic. Moreover, COVID-19 affected the businesses so that various industries such as hospitality, pharmacy, finance and insurance, education, etc., had to terminate their employees. As a result, more than 20.6 million people lost their job in the US, causing an unemployment rate of 14.7%. Now, when the situation is getting better, marketers have changed their approach. They have transformed their strategy towards every kind of marketing. Social media marketing needs to be transformed in terms of campaign planning, content marketing, SEO, technological support, etc. Over 3.6 billion people use social media globally, and the number is expected to increase to 4.41 billion in 2025. Some significant points can help you to strategize your social media marketing. Let’s have a look at them. Follow the Trends While implementing social media marketing, you should be aware of the latest trends in it. For example, Instagram has unique features such as IGTV and Instagram stories. On IGTV, you can share a lengthy video. It assists marketers the facility to come up with longer video content. Instagram stories features are available for 24 hours. You can view it many times within 24 hours. You can share some fruitful information or announcements or ask plenty of questions to keep your target audience engaged. It has location stickers, hashtags, polls, emojis, etc. Similarly, Snapchat has Lenses, Geofilter, Snap Map, and so on. Keep Approaching Strategically and Innovatively As people are stuck at home owing to COVID-19, they are hyperactive on social media. An average user spent 2 hours and 24 minutes per day on social media. As a result, marketers believe that it has become quite tough to persuade your target audience to buy your products or services. You can only influence them when you have researched the market profoundly and designed the campaign strategically. An innovative and strategic approach consists of persistency, measurable steps, relevancy, competitive analysis, buyer’s persona resulting in brand awareness, brand credibility, and customer satisfaction. Don’t Miss Out on the Top Platforms There are various social media platforms where businesses approach. Facebook is the most prevalent platform amongst users aged between 12 to 34 years. It has more than 2.74 billion active users, followed by YouTube 2.291 billion, WhatsApp 2 billion, and Instagram 1.221 billion users. For a marketer, it is essential to be present on the most used platforms as they already have a crowd, and you need to let them know about your products or services. Experiment with Coupons & Offers As industries begin to reopen, the best way to reach your audience is to provide them with some coupons or offers. You can certainly influence them by giving them offers. You can announce those offers on different social media channels. Multiple industries can implement this idea. When a customer finds some valuable product with discounts, they automatically get attracted towards it. Add discounts to leads forms, keep time-restriction, and create a customer reward program. These things can improve your coupon or offers marketing strategy and take it to the next level. Don’t Prioritize too Many Sales Unquestionably, it’s vital to increase the sale of your product or services. Therefore, you are in business, after all. But, you must take care that the point is not just to sell but also to take care of your customers as they recover from COVID-19. So, while offering value to your customers, you can continue with your win-win strategy. The customers or your target audience need to understand that the relationship you have or carry with them is beyond sales. Social Media Analytics Are you aware of finding out social media trends? Do you know what your target audience or consumers expect from you? There are multiple social media analytics software that can help you find out audience analysis, competitive research, and product research. Social media analytics plays a critical role which provides strategic marketing information. The fundamental of social media analytics is collecting and evaluating marketing and audience data to decide your business decisions. It is a sure way to elevating your marketing operations and product strategy. Video Content Marketing Video content is used by 87% of online marketers. Video content is more appreciated and valued by the consumers as they provide them with statistics, infographics, emotional content, and valuable content within less time. Providing the said content via a mode of video increases the viewer engagement. This marketing tool is educational, informative, and resourceful. The majority of online users consume video content daily, identifying and targeting these viewers as potential consumers and designing the strategy to maximize engagement by targeting specific audiences accordingly. Content Quality Your social media marketing post-pandemic strategy is nothing without content. The quality of the content should be your utmost priority. Whether it is in text format, video, or something else, it should be taken care of innovatively and strategically. Approximately 67% of B2B marketers believe that content quality, consistency, and engaging content play a huge role in audience decision-making. Content marketing is one of the most effective ways to enhance audience engagement, brand identification, customer satisfaction, generate more leads, and save money. The high-quality content comprises research, qualitative and quantitative information, content forms, content scoring, niche, etc. High-quality content works as a catalyst for social media marketing post-pandemic. Get the Right Platforms for Your Business Utilizing multiple channels for your business is essential. Still, as a marketer, you must know which channel gives you a favorable response in terms of customers’ engagement, profitability, brand recognition, etc. Here is a summary. Approach towards a variety of social media platforms should be designed distinctively. Analyzing the various consumers on different platforms is essential and advisable. These benefits in creating the content marketing strategies accordingly. Categorizing and identifying the best possible and successful mode of reaching the consumer/viewer is essential for maximum involvement. The flow of the targeted audience towards your website/platform helps generate profit, grow the business, and help develop consumer satisfaction. Final Thoughts Social media marketing post-pandemic has been transforming day by day; therefore, businesses need to adopt some changes earlier mentioned in this article. However, those strategic ideas can be very fruitful if executed sophisticatedly and calculatingly. Frequently Asked Questions Why should every business use social media post-pandemic? Due to the pandemic, screen time has increased, resulting in maximum usage of social media, which is one of the most effective and successful platforms to enhance brand identification, client satisfaction, sales generation, and customer engagement. How social media help businesses during COVID-19? It is cost-effective compared to print media marketing, where it saves time, involvement and performs progressively. Why is social media so crucial for every business? Social media helps businesses finding out their target audience, market research, and build brand credibility. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why should every business use social media post-pandemic?", "acceptedAnswer": { "@type": "Answer", "text": "Due to the pandemic, screen time has increased, resulting in maximum usage of social media, which is one of the most effective and successful platforms to enhance brand identification, client satisfaction, sales generation, and customer engagement." } },{ "@type": "Question", "name": "How social media help businesses during COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "It is cost-effective compared to print media marketing, where it saves time, involvement and performs progressively." } },{ "@type": "Question", "name": "Why is social media so crucial for every business?", "acceptedAnswer": { "@type": "Answer", "text": "Social media helps businesses finding out their target audience, market research, and build brand credibility." } }] }

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The perfect match: what brands should look out for in an influencer

Article | February 12, 2021

The past year has transformed a number of industries, and although the influencer marketing industry has continued to flourish, it hasn’t been without its changes and adaptations. And over the last year, one thing that has become even more apparent is the need to create the perfect match between brands and influencers. Brand love is pivotal to creating a successful influencer marketing campaign, as is building trust and creating an honest and organic relationship between everyone involved. And to help brands find the perfect match, Amelia Neate, senior manager at Influencer Matchmaker, explains how to do exactly that. Finding the right influencer to collaborate with can be a pretty daunting task. It isn’t quite as simple as choosing somebody with a large following. Gathering data, conducting research and developing a relationship with an influencer is all part of the task in hand. Unless, as a brand, you have access to industry insights and invaluable data, it can be difficult to find your dream match. However, by working with an influencer marketing agency, all of the hard work is done for you. Here at Influencer Matchmaker, we have access to industry data and insights which can help aid your search in finding the right influencer. Rest assured that everything will be taken into consideration – from social media platforms, engagement rates and niche to helping form trusting relationships, an influencer marketing agency can do it all. Brand love is pivotal When working with a social media influencer, it is important to decide on your main goals and objectives and what it is you hope to achieve by working with an online creator. The aim of the game is to build brand love, right? And the best, most organic way to do so, is by teaming up with somebody who already knows and loves your brand. Influencers spend their time engaging with their audience, garnering all-important trust and respect. If an influencer has previously spoken about your brand organically, then their audience are much more likely to positively reciprocate paid-for campaigns and collaborations. Explaining that influencer marketing is more effective than the blanket approach of traditional advertising, Liam Chilvers, founder and managing director of OP Talent also says, “They [influencers] have to be relatable. The people watching them largely share the same interests, and if people are watching a YouTube channel, they are there for the creator.” And so, by utilising the power of influencers and their loyal following, brands and business are able to build brand love and more importantly, trust. How to utilise influencers and their content It is no longer viable to simply send an influencer a product in return for free press and content creation. Time, effort and expertise goes into delivering such high-quality content and brands must begin to decipher where they’d like this content to sit. Content can be created and shared across an influencer’s social media platforms in order to raise brand awareness, but it can also be utilised on the brand’s channels, too. In this way, influencers can act as a brand advocate as well as allowing the brand to offer their audiences a friendly and relatable human element, as opposed to using social media as a hard sales tool. When it comes to working on collaborative content, it is crucial to ensure you are not only working with the right influencer, but with the right platforms, too. Just because a social media platform is proving to be particularly popular, doesn’t mean that it will generate positive results for your brand. It is important to ensure that your niche, goals, audience and social media platforms all align in order to achieve the best results. Find out what works for you and if you don’t know, then an influencer marketing agency will be able to do so for you. And not only that, but influencers have wider ties to all aspects of media, too. They are innovative creators, storytellers, advice givers and as 2020 has shown, an influencer’s genuine personality and interests are what sets them apart from the rest. Think outside of the box In the early days of influencer marketing, it was all about promoting a new product and its launch. But today, it is so much more than that. Influencers can be used to raise brand awareness, generate sales, attend events and create an honest and authentic relationship between brands and potential consumers. For example, we recently partnered Celebs Go Dating with a number of popular influencers including Mark Ferris and Rachel Leary. The objective of the campaign was to raise awareness of the TV show ahead of the new series. This is a fine example of combining the efforts of modern and digital media with its more traditional forms, too. It must also be said, that just because an influencer specialises in a certain industry or has a particular niche, it doesn’t mean that that’s all they are capable of. Former SAS: Who Dares Wins Star Ollie Ollerton, for example, is renowned for his efforts within the health and fitness industry. However, he also has a passion for motorcycles, which is another area in which he is able to create interesting and compelling content for brands. Consider influencers who not only share the same interests, but the same values, ethos and end-goals, too. This will make all the difference. So, are you ready to find the perfect match?

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How to Optimize Original B2B Research Content For Credibility and Impact

Article | August 17, 2020

For many in the B2B marketing world, original research provides an effective way to build thought leadership and drive content for owned and earned media. Unfortunately, many research reports from B2B companies are dry, uninspired and focus solely on pontifications from the brand point of view. Such unremarkable content isn’t helping customers, especially if they never see it due to information overload or they don’t trust it.

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Spotlight

Marsden Marketing

B2B companies seek out Marsden Marketing's results-focused expertise as a full-service digital marketing agency, and HubSpot Platinum partner, that integrates digital, inbound marketing, PR, and sales enablement to accelerate clients’ brand positioning and propel their lead generation programs.

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