Showing posts with label Niche. Show all posts
Showing posts with label Niche. Show all posts
HOW TO CREATE AN SEO MARKETING PLAN

HOW TO CREATE AN SEO MARKETING PLAN

Why do you need SEO?

Search engine optimization means positioning your company’s web properties higher in search results so more users can find you.
There are plenty of behind-the-scenes technical factors that play into SEO, but, at heart, it’s about assessing your current standing in search, identifying potential ranking opportunities and executing on content gaps.
Really, it’s a digital competition against every other web page on the internet.
You’re going to need tools and automation to help with this process. (That’s right here.)
And you can save time and resources by knowing the best keyword optimization techniques to use. (You guessed it. We’ve got that, too.)
More than anything, you need SEO because:
Compared to traditional marketing and advertising, SEO as a strategy is cheaper, more effective and better aligned with demographic, digital and purchasing trends.

How do SEO and content marketing fit together?

SEO and content marketing are inseparable; in fact, they’re practically synonymous.
Thorough, high-quality content feeds search engines, allowing your brand to own more SERP real estate and index a higher number of crawlable web pages.
Similarly, SEO ensures the content you produce is analytically sound, target audience-oriented and much likelier to serve searcher intent.
Every marketing plan must feature high-quality content and expert SEO insight.

High-quality content

Authoritative, trustworthy content is a must, not just for readers but search engines.
So much so that 72 percent of marketers say relevant content is their top SEO tactic.
Content that contains rich media, scannable action items and logical next steps for readers is inherently more valuable to readers than stale, surface-level writing, and Google’s algorithms prioritize this reality accordingly in SERPs.

On-page and off-page SEO

Content marketing strategies are handicapped without considering on- and off-page SEO.
On-page SEO refers to just that: anything directly to do with the metadata and the content that exists on a page. This means title tags, H1…H6 tags, URL strings, images, alt text, internal/external linking structures and more.
Off-page SEO refers to inbound link-building. Though not direct ranking indicators, social media engagement, influencer marketing and brand mentions provide adjunct off-page benefits as well.

What is an SEO marketing plan?

An SEO marketing plan is a documented system of every tactic, asset, execution and analysis of a site, its content and its reach.
This system must revolve around the talents of in-house or outsourced marketers, the value proposition of a brand and the nature of search engine algorithms.
Basic tenets of an SEO marketing plan include a(n):

1. Inventory of all site collateral and marketing materials

Assets should be shared with all appropriate stakeholders and be able to quickly be delivered to sales teams, executives and prospects at a moment’s notice.

2. SEO audit

SEO last year is different than it is this year. Knowing where your current strengths and weaknesses lie, which landing pages need refreshing and where Featured Snippet opportunities exist is paramount. An audit gives you a solid starting point.

3. Digital hierarchy of priorities that outlines benchmarks and next steps

Which metrics matter to the marketing team? What about the sales department? What about the CEO who doesn’t know a thing about mobile site traffic? How will you appease all of the above?

4. Regularly updated list of current keyword rankings and potential ranking opportunities

This is your SEO dashboard that spotlights the likelihood of ROI on given search terms. What’s working? What isn’t?

5. Editorial calendar and content schedule

A clear, well-documented content pipeline keeps all producers aware and engaged.

6. Content optimization goals for high-conversion pages

Updating existing content is now the industry norm, as opposed to churning out new content every day (if you can do both, that’s great). Landing pages that drive conversions are often square one in terms of choosing how to schedule out content optimizations.

7. Distribution, syndication and promotion channels and possibilities

As stated above, off-page SEO is important. Networking with relevant influencers, pitching industry publications and customizing social media posts pays off.

8. Automated metrics tracking and analytics reporting

To keep SEO marketing on track, you need daily performance metrics at your fingertips as well as monthly, quarterly and annual figures to show progress or justify changing course.
To achieve the SERP dominance you seek, you must not only be mindful of how search engines serve results but how they determine the quality of your work. That means your strategists, web managers and content creators must be singularly focused on the most prominent Google ranking factors, outlined below in this helpful graphic:
Top ranking factors

Is PPC a consideration?

Glad you asked, and the answer is yes.
While pay-per-click campaigns are by definition not under the same umbrella as “organic” or “SEO,” they can still be valuable complements to a content marketing strategy.
Also remember that paid ads appear at the TOP of SERPs, so there is definitely value in crowding out the organic results of competitors and owning the branded keywords that searchers are querying.





How to kick-start your SEO marketing plan

Knowing what goes into a successful SEO marketing plan is a victory unto itself. But how do you launch one?

Where to focus your investments

If you’re starting from scratch, you need a few things:
  • Site audit: What’s your Domain Authority? What’s your page speed? Are you using structured data?
  • Content audit: How much collateral do you have that can immediately be repurposed and republished? How much content will be needed to achieve your SEO goals? How diverse should your content be?
  • Competitor audit: Who are your primary, secondary and tertiary competitors? What do they rank for? What do their link profiles look like? Do they have a coherent social strategy?
Knowing where your strengths and weaknesses lie, as well as those of your competitors, allows you to home in on keyword targets and ranking potential.

Quick wins

Setting marketing aside for a moment, you also need to know who cuts your checks.
We see it every day: Stressed marketing manager is given three months to show ROI or his or her budget is nixed.
That means you need to come out swinging, with quick SEO wins to prove the value of content marketing.
Here are a handful to get you started:
  • Improve site speed. Optimal page speed is 1.5 seconds or less.
  • Optimize for mobile. Google now uses mobile-first indexing, so this is a must.
  • Fully update your Google My Business account.
  • Fix site errors.

What Is Niche Marketing?


Niche Marketing is a very concentrated form of marketing. Unlike some other forms of marketing that target a broad range or large group of consumers, niche marketing involves targeting a very specific, well defined segment of the market.

Why is niche marketing important?

Niche marketing often focuses on market segments that are poorly targeted, or not targeted at all. Businesses that capitalize on the opportunities that lie in an untapped segment can open up the doors for an influx of success. Marketers identify the niches to target by identifying the desires and needs of consumers in specific segments. Efficiently tailoring a marketing campaign to a niche audience is crucial.
Marketers that create a well-defined niche have the ability to create a very personalized campaign with greater appeal (and if well-executed, greater ROI).
Providing goods and services to a market segment that has gone unserved reduces barriers to entry, such as competition. Niches usually go un-targeted because smaller companies are unaware that the niche exists, and larger companies don’t think that targeting a small niche is worth their time. Companies that target these niche audiences will be endowed with first-mover advantages that give the company better positioning against new competitors.

3 Benefits of Niche Marketing

What is Niche Marketing?
Niche marketing is a form of marketing that is geared forward a very specific population, or niche. Niche marketing is possible when a business specializes in a particular service, or serves a particular demographic within its target audience. If the business forms its marketing endeavors around this subgroup, this business would be in the practice of niche marketing.

Niche Marketing Strategy
With a niche strategy, you leverage your expertise in one area to stand out from your competition. You may provide other products or services, and you may serve a broader audience, but specializing in one area helps you to distinguish your business.

The size of a business’s niche relative to its target audience can vary. Some niches make up the entire target audience, while others make up a small percentage. Depending on the size of the niche, a niche strategy may consist of any of the following:

Marketing only to your niche
Marketing to both your niche and your larger target audience, refining your content slightly more for the niche
Marketing to your target audience from the standpoint of your niche
Related: 6 Sample Marketing Plans

A Niche Strategy Example
Let’s say a landscaper’s target audience is comprised of owners of residential property, as opposed to owners of athletic fields, office courtyards, or college campuses. Within this target audience are various types of homeowners, based on region, neighborhood type, income level, and lawn size.

An example of a niche here would be wealthy estate owners, or wealthy estate owners who have organic plants or prefer eco-conscious landscaping. The landscaper provides basic lawn care services for average income homeowners as well, but his niche is wealthy estate owners. If there are enough wealthy estate owners in his area, the landscaper might only market to this demographic. If not, he might use this niche to market to all homeowners, by showcasing a beautiful estate lawn in a Facebook ad image, or catering his content around being the only eco-conscious landscaper in his area.


Benefits of Niche Marketing
Niche marketing isn’t for every business, but if you have the opportunity to cater your business toward a niche, there are many benefits to be had.

1. Enhanced Customer Relationships
Niche marketing targets a very specific kind of customer, so depending on what you’re promoting, your niche market may be very small. For example, if you are a physical therapist, there are only so many expectant mothers who are looking for physical therapy for hip issues.

A small customer base has its benefits. When you are engaging with fewer people, you can focus on the quality of those engagements and on nurturing your relationships. Your emails can be more personalized, your follow ups more diligent, and your thank yous more frequent. You can also accommodate special requests, offer custom services, and get to know your customers on a more individual level. Each of these practices will enable you to better serve your customers, further enhancing your relationship with them and solidifying their loyalty to you.

However, if you have a small niche, be careful not to pigeonhole your marketing. If your niche is just a part of your target audience, make sure your efforts on your niche are boosting, and not detracting from your efforts on your target audience. This is one of many important considerations to make when forming a niche market strategy.

2. Reduced Competition
When you have a highly specific product or service, there will be less companies out there with the exact same offering. For example, there are millions of companies out there that sell knives. There are fewer companies that sell knives with handmade wooden handles, and yet fewer that offer customized knives with your initials on them. The more specific your product or service, the less companies there will be to compete with you for consumers, and the harder it is for them to duplicate your strategies.

While it’s important for companies to have competitors, reduced competition is not necessarily a bad thing.
The less competitors you have, the less you have to worry about monitoring prices and keeping tabs on what they’re up to.

At the same time, the more specific the product is, the less people there will be that are looking for it. Reduced competition is only a benefit of niche marketing when there is a significant audience to compete for. If your competitors aren’t targeting a niche because they can’t meet their needs, then that’s great news for you. If they aren’t targeting that market because it’s not lucrative, then you may not be at an advantage.

3. Increased Visibility
Increased visibility is a benefit of niche marketing that not only leads to more customers but can also improve your online presence.

Businesses that serve a niche marketing tend to be unique, such as a cleaning company that uses all natural cleaning products, a gluten-free bakery, or landscaper that creates interesting mowing patterns. Businesses with a unique product or service tend to stand out, and often get featured in media outlets such as talk shows, radio stations, or newspapers.

With niche marketing specially, getting in front of the right people is more important than getting in front of a lot of people. However, getting in front of a lot of people such as through these media outlets also has its benefits. The more people who know about your business, the more people there are to recommend your business to a friend who fits your niche market.


5 Easy Tools to Build a Website

5 Easy Tools to Build a Website

No matter how modest your launch, your business will need a web presence. Maybe you've been putting it off. After all, we weren't all put on earth to write code on the web--and hiring someone who was is expensive. Luckily, you don't have to know a thing about programming to build a respectable website these days. There are loads of affordable--even free--tools that do the grunt work for you.
You'll need a sense of what you want your website to do for your business. As long as you have a germ of an idea, the best do-it-yourself services will guide you along. You'll also find plenty of options for syncing your website with other online tools like Facebook pages, Twitter profiles, YouTube channels and PayPal accounts. It's surprisingly easy to get a simple but powerful website up and running in a few hours.
Here are our top five picks for launching your business on the web without skimping on quality.
Related: Top 10 Best Chatbot Platform Tools to Build Chatbots for Your Business

1. Yola

Yola
Image credit: Yola
What it does: Yola lets you build a basic website by picking a template and filling out a few simple forms. Once you have a rough outline, you fine-tune your site with an in-place editing tool. Yola has the goods to let you really dig into the web. You can integrate your site with an impressive list of third-party services such as Google Maps and PayPal, Flickr for photo sharing and Picnik for photo editing.
What it costs: The basic web-building tool and a Yola.com address are free. For extra features, better-looking templates and the ability to use your own domain name, the Yola Silver upgrade is $100 per year.
Bottom line: If you're looking for a basic, professional site at a reasonable cost, Yola's your answer.

2. Jimdo

Jimdo
Image credit: Jimdo
What it does: Jimdo's free version does what a respectable website builder should do, and not much else. We suggest springing for the upgrades (which are reasonably priced) to unlock some cool business features, such as custom newsletters to keep in touch with your customers, page-view stats, PayPal stores and password-protected employees-only pages.
What it costs: Basic features and a Jimdo.com address are free. Jimdo Pro is $5 per month. Jimdo Business is $15 per month, including unlimited data storage and online selling, two domain names and business-specific site designs.
Bottom line: The free tool isn't worth your time. But what Jimdo does well is hold your hand with nice templates and good overall tools. If you want to sink a little more effort into a site that looks and feels unique, Jimdo is your best bet.

3. WIX

WIX
Image credit: WIX
What it does: Wix lets you build a great-looking website in no time with its easy-to-use, what-you-see-is-what-you-get editor. Here's the downside: The web development tool is based on Adobe Flash, which works on most PCs but isn't supported by some mobile devices, including the all-powerful Apple iPad. If that isn't a problem for you, Wix has lots of elegant templates that are easy to customize and can fit every business need. Wix's image-heavy sites are especially great for photo galleries, which really show clients what your business can do. A new mobile tool lets you build a simple, smartphone-optimized site to reach on-the-go clients.
What it costs: The full-featured website-building tool and Wix.com address are free. Paid subscriptions, which let you do things like remove ads and link a site to your own domain name, run $5 to $16 per month.
Bottom line: If you must have that slick, designed look and don't mind alienating a couple of potential users, Wix is the answer. Just be sure you understand the limits of Flash, as it can be surprisingly tricky to work with.

4. Intuit Websites

Intuit Websites
Image credit: Intuit Websites
What it does: Starting a business takes creativity, but maybe you're not the artistic type. Luckily, even the most design-challenged among us can squeeze a respectable-looking website out of Intuit's somewhat bland but reliable web-editing tool. A quick survey helps you pick a template that's based on what your business does and your goals for the website. The template sorter goes into more detail than many website builders that make you wade through thousands of templates. From there you can tinker with the look and layout, but with some quick text and picture entries you'll be well on your way to a reasonable web presence.
What it costs: The starter package is free for 30 days, then $5 per month. Business and Professional packages are $24 and $50 per month, respectively, and include features like custom domain names, online selling tools and search engine optimization. Insider's note: Intuit has several resale agreements with large telecom companies like Verizon, so don't be afraid to dig around to find a package discount.
Bottom line: This is by no means the slickest tool, but for a basic business site, Intuit isn't bad, and it's especially effective for QuickBooks users.

5. Google Sites

Google Sites
Image credit: Google Sites
What it does: This service can give you a simple Google web presence for free. But you probably don't need that when there are better, faster and easier options from the likes of Facebook, Twitter and LinkedIn. What Google Sites does best happens outside the public eye. With this tool you can create private, team-based websites within your business--which turns that Google Apps account of yours into a powerful business organization tool. Google Sites puts nifty collaboration tools like announcements, documents and task lists in one online location, allowing you and your colleagues to access them from anywhere. It's a great way to bring some sanity to the startup chaos.

from: entrepreneur.com