Your user-generated weapon

Regardless if you’re booking a Christmas holiday, upgrading your car or even trying out a new restaurant, your Path to Purchase always stays the same. You become aware, you deliberate your options, make a decision and then evaluate your decision.

The path to purchase model is a staple of Marketing 101 that is used to track and intercept consumer processes. Traditionally, this model was highly influenced by business-to-consumer communication. However, the emergence of review sites such as Yelp, TripAdvisor and other online forums has caused a digital disruption, shifting communication to consumers.

 

In fact, more than 90% of consumers rely on peer-based reviews to make both large and small purchases. This means that consumer-to-consumer discussion has become an integral aspect of the decision-making process.

 

Whilst the consumer-to-consumer communication appears to remove retailers from the conversation completely, you aren’t necessarily powerless.

 

So, how can you use user-generated content for your business?

 

In terms of SEO, user-generated content allows for a continual stream of content linking to your site, opens opportunities for new keywords and provides both website and social media content.

 

Featuring and utilising user-generated content provides an opportunity for advertising, SEO and increasing conversions but it also re-kindles brand-to-consumer communication.

Top 3 mistakes marketers make when investing in influencers

 The rise of the ‘influencer’ has been significant in the past few years as bloggers, Instagrammers and Youtubers are becoming increasingly popular vehicles for brand advertisement. These influencers are not models or actors but rather everyday people who have gained a following on their respective platform based on specialised skills or expertise knowledge.

 

Influencers have become popular amongst brands as they are able to both promote a brand and create their own content, therefore reducing costs of hiring a third party photographer, editor and advertisement team.

 

It is easy to jump on the bandwagon and assume that all brands will benefit from a social media influencer. However, we’ve compiled a list of the top mistakes that marketers make when making this investment.

 

 

  1. Being fooled by the follower count/reach

 

Many marketers fail to understand that a large follower count does not necessarily translate to a large influence. Due to the financial benefits that influencers can gain, many social media users have falsely inflated their following count in order to cash-in on this new occupation.

 

To prevent being fooled by this, observe the follower to likes/engagement ratio. A large follower count but minimal audience engagement indicates a false and inflated reach. Therefore this particular influencer is not a sound investment, as they cannot provide appropriate advertisement for your brand.

 

 

  1. Not understanding the market

 

As mentioned earlier, influencers gain popularity through a certain skillset or niche, this means that not all influencers are created equal. Be aware of the different target audiences that influencers cater to and from this, make an informed decision.

 

For example, you would not employ a luxury brand influencer to promote a mid to low price range brand. This is because the influencer does not have the reach for this particular target market, not because of the brand itself, therefore rendering a potential investment ineffective.

 

 

  1. Working without the influencer

 

Many marketers and brands are under the impression that providing a script for their influencers is the most effective form of advertisement, however, this can prove to be detrimental.

 

Influencers are not a traditional advertising platform. As a result the marketing approach should not be traditional. Rather than providing your influencer with an exact script in which they are to follow, instead provide a guide or checklist of advertising points you wish to cover.

 

The popularity of influencers as marketing tools largely stems from their ability to relate to the audience, this relationship can be damaged from obvious and direct advertisement techniques.

 

Another mistake is the opposite of the spectrum. Do not allow your influencer too much creative freedom as this can result in important brand messages being miscommunicated.

 

 

Influencers are a useful marketing tool and can result in excellent returns on investment. Before you take this plunge, make sure that you and your business are aware of mistakes and pitfalls that can prove damaging to your success.

 

 

 

 

 

 

Written by Katreena Pevec

The SHORT trick to better mobile SEO

We’ve all heard the phrase ‘the bigger the better’.

 

While this is very true for wine glasses and food servings, it is not always the case of site optimisation, particularly mobile sites. There is no secret that mobile sites are becoming more popular amongst the general public.

 

Earlier last year, Google responded to this growing trend by introducing AMP (Accelerated Mobile Pages). AMP allows mobile sites to load faster, therefore reducing bounce rates and improving user experience.

 

Despite this encouraging development from Google, you and your site need to assist this process in order to further improve and develop your mobile site.

It is important to remember that not all mobile sites are created equal and they need to be approached differently to desktop sites.

 

Because mobile sites highlight the necessity of fast-loading pages, shorter and condensed content is key to improving this process and utilising a smaller space. Key aspects of the site to condense are headlines, paragraphs and actions.

 

Headlines should be direct and straight to the point to attract readers and allow your mobile site to be easier to navigate. Similarly, your paragraphs should be shorter and content should be concise and straight to the point. Rather than providing excessive content to readers, utilise more action links, so that users engage with your brand as much as possible.

 

Try out some condensed content to your mobile site and don’t be afraid to tailor certain pages, paragraphs and headings to best suit your site, brand and customers.

 

 

 

 

 

 

 

 

 

Written by Katreena Pevec

Avoid these HUGE but common small business mistakes

When running a small business, navigating your online presence can sometimes be difficult. The sheer size of the digital world can often prove overwhelming making it difficult to start. To help you out we have compiled a list of common mistakes that we don’t want you to make.

Not using local SEO

 

Considering a large proportion of people use search engines in order to find goods and services, ignoring local SEO is a major, yet common mistake that many small businesses make. By not utilising this incredibly useful tool, your business is essentially non-existent to a search engine user, hidden in the many back pages of the Internet.

 

For the best, most specialised results, invest in a SEO agency that abides by industry guidelines. SEO Premier not only provides superior search engine optimisation services but abide strictly by Google’s industry guidelines and standards, ensuring your business is void of penalties.

 

SEO services assist in your digital presence and online traffic as it elevates your search result ranking, therefore heightening your relevance amongst your potential customers. This service is undoubtedly an indispensable service and essential tool for success.

 

 

 

 

Being mobile-UNfriendly

 

As smart phones become smarter and more widely used by the general public, digital commerce and browsing become far more commonplace. A common mistake that small businesses make is not being accessible for these mobile users.

 

A recent Google survey has revealed that 74% of mobile users consider mobile-friendly pages to be of high importance. Developing a mobile-friendly site refers to the layout and user-friendliness of the site whilst on a mobile device. This encourages users to stay longer and ultimately can result in higher conversions.

 

Another factor to consider is loading time – in an age where everything is instantaneous, your mobile site should be no different. Recognising the importance of this phenomenon, Google has developed AMP (Accelerated Mobile Page) to allow mobile sites to load faster and increase user experience.

 

 

 

 

Ignoring customer reviews

 

Prior to businesses becoming digital, the only method of receiving customer feedback was tedious surveys and word-of-mouth, both of which are difficult to accurately measure.

 

However, the increase of small businesses online allows their reviews to also appear online, whether posted in direct association with the business or on an online forum, or blog.

 

This information was previously unavailable to businesses and acts as an indispensible tool for development and growth. This is because users heavily rely on fellow customer feedback before purchasing a good or service.

 

Positive reviews are not the only useful aspect of this trend but negative reviews can also prove to be valuable. It provides an opportunity to better your business based on customer opinion.

 

The most important thing to remember with negative reviews is to never delete them! Use a negative review as a chance to connect with your customers and demonstrate your receptiveness to their opinion. A positive and open mindset will translate to loyal, repeat customers and improve your brand image.

 

 

 

Being antisocial on social media

 

Often small businesses believe that simply creating a social media account and allowing it to be dormant is sufficient for business social media presence. However, this is far from the truth.

 

A common mistake that small businesses make is being antisocial on social media. In order for this platform to be successful, engagement with users is critical. Whether it is reposting their content or responding to question and comments, engagement develops the customer-brand relationship.

 

Sometimes a business may not have time to dedicate the necessary amount of time to remain active, or maybe you are unsure of how to engage with your target market. This is where a professional digital marketing agency comes in such as SEO Premier, who can provide social media services that your brand requires to engage with your audience and boost your online presence.

 

 

 

 

 

Written by Katreena Pevec

What to expect when you’re not expecting: SEO Edition 2017

Top SEO predictions of 2017

Whether you love it or hate it, SEO is one of those things that will keep changing – for some it keeps life interesting and for others it’s a struggle to stay ahead. There are constant updates, developments and new trends.

 

Of course there are the usuals, user experience, mobile use and updates but in an attempt to get ahead for the New Year, we’re going to run you through a few of 2017 SEO predictions that are a bit outside the box.

 

  1. SEO is far from being over…

 

Okay, so this one isn’t the mind blowing or head scratching prediction you expected but it’s an important one to start with. Over the past few years, there are always sceptics who declare that the industry is dwindling and every year it is nowhere close to happening. This is because every year that passes, technology and the digital world become more important and more complex.

 

We’ve covered a few statistics last year that highlighted the growth of e-commerce and the significance this holds for businesses and their SEO rankings. This is just one trend of many that requires professional and specialised SEO to get the best and most competitive results possible.

 

 

  1. A Google crackdown is on the way

 

Because of the rise of the SEO and digital-sphere, there are more and more people utilising SEO, whether it is self-taught or through an agency. Sometimes, users intentionally or not use techniques that incur penalties.

 

From the looks of things, the crackdown has only begun. There is no doubt that Google will be enforcing more stringent criteria to ensure the quality of content on the search engine.

 

The best way to avoid the wrath of Google is to invest in an ethical and experienced SEO agency such as SEO Premier to ensure that all industry guidelines are being adhered to and that your site avoids potentially long-term setbacks from penalties.

 

  1. Algorithims

 

We’ve already seen changes to the Google algorithms in the past year from the wonderful Penguin update to Panda becoming a core rank algorithm. The next year shouldn’t be any different with more developments to come. This is especially true considering the growth of SEO and the digital sphere, meaning there will be more aspects to improve and refine.

 

 

 

 

 

 

A huge 71% intend to increase digital spend

 

New year, new you, new budget. Not only is the New Year a chance to start that new hobby or lose that 2kg but it is also an opportunity to reboot and re-evaluate your business. Whether it’s a new workspace or investing in endeavours that will benefit your business both long and short term, it’s the perfect opportunity to start fresh. And this is exactly what people intend to do. A recent survey has indicated that 71% of individuals wish to increase their digital spend, while only 14% wish to spend less and 15% intend to maintain their current expenditure.

 

Because the digital sphere is so broad, it can sometimes be difficult to choose which branches of the industry to specifically invest in. Some of our top picks for the biggest digital activities to invest in for 2017 include:

 

  1. Social Media Marketing

 

Social media is one of those platforms that continue to grow, change and develop as they become more and more popular.

 

Each social media network are developing their own twist on ephemeral content, live video and of course the traditional images and posts have not been forgotten either.

 

It is no longer enough to have a social media account but to actively engage and make use of this medium, so it’s definitely worth the investment this year.

 

  1. SEO

 

SEO is one of digital tools that you will need regardless of annual trends because until search engines are rivalled by another source, your rankings have a large impact on your business.

 

Use SEO to increase traffic to your site, not only for brand awareness but also to increase e-commerce. It’s important to note that SEO is best invested outside your business, in an experience agency to avoid penalties that can incur from lack of knowledge and understanding of the process.

 

  1. Content Marketing

 

Content material is an excellent way to showcase your knowledge and expertise within your industry. It also provides the opportunity to boost your online presence, which as you would know is a critical aspect of owning a business within this technological age.

 

Content includes anything from the content on your website, well-written blogs, lifestyle posts graphics and even guides. It’s easy to assume that because you have the knowledge needed for your content, that you are able to do this yourself, however, this is not always the case.

 

Using an agency such as SEO Premier to professionally write your content for you ensures that your content marketing is superbly written in a manner that is both engaging and easy to understand.

 

Content is only valuable if it can be consumed by the traffic on your site.

 

 

 

 

 

Written by Katreena Pevec

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