Posts Tagged ‘digital marketing’

SEO

The best Google marketing tools for businesses

Whether you’re a new business or one that’s been a part of the landscape for years, you want to take advantage of every tool that has the potential to increase your online visibility.

To that end, Google offers a multitude of free (and paid) services that businesses can use to their benefit. From designing a more intuitive website that also tracks site traffic to improving your website’s SEO rank, these Google services should be part of your company’s marketing arsenal.

Google Trends
Google Trends isn’t your everyday SEO tool. The search feature is all about products and topics that are currently trending, and a large part of your marketing strategy should be focused on understanding how your target audience can find you.

With Google Trends, businesses can monitor industry trends and test specific words, terms and phrases in their marketing vernacular to see how well they hold up.

Updated in real time, this tool enables businesses to evaluate the popularity of their marketing language and compare them against other keyword variations, a feature that can be helpful in getting new keyword suggestions.

Think with Google
Full of industry insights, helpful articles, case studies, research documents, data reports, innovative ad campaigns, videos, digital trends, infographics and interviews with top industry leaders, Think with Google is a one-stop shop digital newsletter that takes a deep dive into consumer trends, marketing insights and industry research.

The site is frequently updated with useful and inspirational content to help drive business growth and reach.

Google My Business
More than 100 billion searches are performed on Google every month, which means that if your business isn’t discoverable in a search, you’re losing out.

Google My Business generates free business profiles that pop up when consumers search for related terms through Google Search and Maps.

By default, Google includes what it knows about a local business, including customer reviews from across the Web. But you can tweak your listing – and attract more customers – by submitting your own information, including photos, offers, promotions, news and text edits to Google Places.

As well, businesses can respond to reviews, message with their customers and see who follows you.

Google Alerts
To stay updated about industry news – and news about your own company – take advantage of this useful free service from Google that sends you email alerts whenever there’s news about a topic that you’re following.

Signing up is free, and after adding a topic or search phrase, you’ll be notified whenever there’s a mention of your company, products, people or your competition.

Google Keyword Planner
If you want to tun paid ads on Google, Keyword Planner is a must-have tool for your search network campaigns.

Aside from giving businesses estimates on search traffic, the free tool also shares the most relevant and successful keywords, URLs and phrases that people are searching for most often.

The tool even allows you to input your own list of keywords to see how they might perform.

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Improve your marketing email campaigns by integrating these successful tips

Marketing pros live and die by email, and with good reason: Email marketing provides the highest ROI of any marketing channel, especially when it’s done correctly.

But while your ROI has the potential to be monumental, the strategies behind successful email marketing campaigns aren’t always quick or easy.

To maximize your reach and covert your copy into a convincing narrative, you’ve got to be thoughtful, captivating and customer-centric.

Follow these effective tips for crafting compelling email marketing messages that will help grow your business.

Research Your Target Audience

Your audience is the most valuable asset to your business, and it’s your job to ensure that you develop customer profiles that align with your business and its values and mission.

That starts with compiling organic email lists based on everything from demographic data to hobbies and interests.

Verify that every name on the list wants to be included in your email marketing campaigns. The fastest way to get blacklisted by the major ISPs is to purchase or rent email lists.

Building the lists from scratch is time-consuming, but the reward is much higher engagement.

Test Your Email Content

Before you send out a campaign to hundreds, if not thousands of readers, be sure to test your content first for broken links, image resolution issues, spelling errors, grammatical mistakes and design layout.

It’s always best to send a few test mails to yourself to ensure that everything looks correct.

Beware of Spam-Like Content

Always, always keep your content relevant to your audience and consistent with your brand.

Everyone has spam filters and “junk” email inboxes, and if your subject headers, for example, are too gimmicky, have too many exclamation points or contain misspellings, it’s likely that your email campaigns will be promptly dumped into the trash bin.

Always Include a Call-to-Action

There’s nothing worse than leaving your audienceat a dead end.

One of the most crucial email marketing best practices is to be abundantly clear and direct with your audience – and that means telling them exactly what you’d like them to do next.

The point to any marketing message is to get a response.

Provide sign-up links, for example, if you’re promoting a class, workshop or webinar. If you’re hosting an event, be sure to include an RSVP link. And if you’re offering promotional offers, use action verbs – “reserve,” “act,” “subscribe,” “save,” “start” and “get,” for instance – to persuade your audience to respond.

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Are online reviews important, and should you respond to them?

It used to be that personal recommendations solidified decisions, but in today’s fast-moving digital orbit, news about your company travels differently, and online reviews—think Yelp, Google and Facebook—are a primary source of feedback.

In fact, a recent survey conducted by Pew Research Center concluded that 78 percent of Internet users conduct research online and believe reviews are the most credible form of advertising.

A 2018 Local Consumer Review Survey conducted by Brightlocal.com reported that 85 percent of consumers trust online reviews as much as personal recommendations and that 57 percent of consumers will only use a business if it’s rated four stars or higher.

Suffice it to say that online reviews are remarkably influential.

Not everyone responds to reviews, but there are several reasons why you should (even if they’re negative), including the fact that replying to feedback shows that you’re paying attention to your clients and customers, you’re not afraid of transparency and your business is all about building relationships.

The goal is to convert fans of your business into super-fans and offer disappointed reviewers an acceptable resolution, which often leads to a revised review or inspiration to remove a negative one. While there are multiple ways to respond to reviews – the positive and the negative – follow these tips to put the face of your business in the best light.

Be pleasant and don’t hurl insults: When a client or consumer is frustrated, they’re ready to fight. The last thing your business wants to do is fuel the fire or burn bridges, so when you’re responding to negative reviews, take a deep breath, be courteous and polite and provide solutions when feasible.

A little sympathy goes a long way in defusing an unpleasant situation. If you sense that the dialogue is taking a turn for the worse, suggest settling the matter offline, far away from judgmental public eyes. 

Keep your responses short and to the point: Social media users are looking to digest information quickly. If they want to read a novel, they’ll grab their Kindle or head to the bookstore. Keep your responses brief and genuine and stay on topic.

Thank those who post positive reviews: While handwritten “thank you” notes are, sadly, a thing of the past, clicking the “Like” button on a positive Facebook comment takes a second. Literally. Typing “Thank you for the kind words!” takes four seconds – five if your typing skills need work.

You don’t have to thank every single person, but if someone takes the time to write a favorable review, it’s a good idea to show your appreciation.

Don’t be a salesperson: When a user writes a review, it’s usually proof that they’ve already interacted with your business, so there’s no need to tell them what they already know.

If you have something new to share about your business, it’s fine to share, but make sure the content isn’t spammy or irrelevant.

Let clients and customers know that you loved working with them: Want to turn a customer or client into repeat customers or clients? If they post a glowing review, let them know how much you enjoyed working with them – and you’d welcome the opportunity to do so again.

If you want people to continue to work with your business, you need to let them know that you’re the kind of business that welcomes them back.


Real Estate Corner:
Mortgage rates are the lowest in a year and a half, but homebuyers aren’t taking the bait

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Mortgage rates continue to fall, but homebuyers aren’t impressed, writes Diane Olick, real estate reporter for CNBC.com.

Mortgage applications to purchase a home fell 2 percent in the last week in May and were barely 0.5 percent higher than a year ago, she notes.

And despite rates that are the lowest they’ve been in a year and a half, “High prices continue to sideline buyers, especially first-time buyers, who are a growing segment of the market.

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3 online tools to enhance and streamline your social marketing campaigns

We’ve found three tools that make it easier to manage your social media platforms.

A strong social media presence is one way to increase the visibility of your business, expand your reach and generate new leads:

Buffer: Buffer is a relatively simple web application that allows users to schedule social media posts across a variety of social network platforms. Dually mobile and desktop friendly, the app optimizes posts for peak engagement times (it also allows for customization) and best of all, its users receive salient feedback, via analytics, to view social media post performance, improve results and create data-driven reports for clients and managers.

Canva: That old cliché that a picture is worth a thousand words rings true with Canva, an intuitive, easy-to-master graphic-design creator that businesses can use to increase website traffic and social media engagement. It uses a drag-and-drop format and provides access to over a million photographs, graphics and fonts. You don’t need a background in design to use the tool, and with more than 50,000 templates to choose from, it’s easy to design just about anything,including those all-important info graphics.

Woobox: Engagement and buzz are key when it comes to social media, and with Woobox, an increasingly popular marketing platform, businesses can create contests, giveaways, polls, quizzes, brackets, photo contests and more, all of which encourage your audience to engage. Bonus: It allows businesses to seamlessly integrate several social media platforms while running campaigns, plus it collects and exports useful data that stems from those campaigns, an advantageous perk that all but guarantees robust leads.


Real Estate Corner
Millennials are flocking to smaller cities to buy homes

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According to a recent study published by the National Association of Realtors (NAR), expensive home prices, coupled with high demand, are driving today’s youngest homebuyers to smaller cities.

“As long as supply keeps up to meet demand, and prevents costs from rising too high and too rapidly, these identified metro areas are likely to see an uptick in purchases from millennial homebuyers,” says Lawrence Yun, chief economist of the NAR. A robust job market and affordability are two of the main factors that impact home-buying decisions by millennials, notes the report.

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Grow your company with these marketing strategies

Federal and state regulations don’t make it easy for title insurance companies to market and grow their business, but there are strategies to maximize their marketing efforts.

Federal and state regulations don’t make it particularly easy for title insurance companies to market and grow their business, but despite the regulatory RESPA obstacles, there are strategies that title insurance companies can implement to maximize their marketing efforts.

Leverage Your Online Presence

Leveraging your online presence is paramount. By using the right technology and social media platforms to create insightful, compelling and informative content, you can generate – and keep – a captive audience.

The key takeaway is to provide value to your readership, which in turn establishes trust. And trust is key to growing your business.

Additionally, regularly updating your website with a clear mission, current marketplace trends, blog posts, analysis and data backed by research shows that you’re an expert in your field.

Authoritative blog posts and engaging social media posts generate the strongest leads, so it’s crucial to maintain a regimented and consistent posting schedule.

If you slack, you risk losing the audience – and potential clients – that you’ve worked so hard to connect with and cultivate.

Remember that homebuyers and sellers are a core element of your target customers, and they’re more educated than ever before about title insurance.

Savvy consumers compare title insurance companies, and if you don’t have a go-to resource stocked with information, services and products, you’ll miss your opportunity to connect with these people.

Good, Ol’ Fashioned Networking

As well, network at every opportunity, and taut your services with lenders, real estate professionals and others in your field.

While social media and an informative website are critical, word-of-mouth recommendations continue to generate leads.

Collecting e-mail addresses legally is also an effective way to market your services to the right demographics.

Deliver a Useful E-Newsletter

An educational enewsletter providing insight about relevant topics – including escrow, property searches and title insurance protection – is another proven way to reach your target audience and build a solid customer base.

Use graphics and photos to illustrate trends and salient points, and present simplified information that home buyers can easily digest. These are just a few ways to effectively market your title insurance company. Amanda Farrell, who writes for PropLogix, offers several more ideas to jumpstart your marketing efforts.

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