Digital Advertising

A tablet on top of a coffee table, next to a cub of coffee. The tablet has the word blog on the screen.

Keeping Your Blog Strong in the Eyes of Internet

A tablet on top of a coffee table, next to a cub of coffee. The tablet has the word blog on the screen.

Some small additions to your blog can make a difference.

Last week, we discussed how keywords give your blog a boost online. However, there is a whole other half to making one successful. These are little touches that will make it strong and a lot more interesting in the eyes of the internet. Adding these techniques, along with keywords, will boost your blog and grow your business.

Linking to and From Your Blog

Linking is an often overlooked but extremely important process for ranking your blog. For every reputable website linking to your blog, the more points you receive on Google.

How do you do this? Through guest blogging and outbound links. You’ll find bloggers that write about topics similar to yours. Some are very popular. When you link the content in your articles to their websites, it provides the reader with more context and a different opinion. Some bloggers are even happy to link back to you.

With guest blogging, some websites allow you to write for them. Just reach out to them and show them you’ve read their stuff. Let them know that you like what they write and would like to write for them. When you write content for other blogs, be sure to link back to your own.

Adding Images

Your blog should always have an image. Relevant images break apart text, making your articles easier to read. And even though you will only have around 300 to 400 words per article, it will work just fine. Just remember to have your alt text, with a keyword, in every image in order to score points with Google.

Linking to Your Business Website

Most blogs are made in WordPress. And if you are using the system, this is a wise decision. It has an easy interface and counts as another website. Hire a really good developer, and you can even make your WordPress looks like it is part of the main site. When you link from your blog to your business website, you benefit. Your business website gains visibility on search engines, eventually leading to more traffic and customers.

A woman is typing at her keyboard, working on her blog and implementing keyword tactics.

Keyword Tactics for Business Blogs

A woman is typing at her keyboard, working on her blog and implementing keyword tactics.

Blogging 101: Implement keyword tactics.

If there is one thing that most SEO professional agree on, it’s that blogging works. A well-done blog is a truly effective way of cementing your place online. They rank well on search engines. Now, with that in mind, how can you as an advertiser capitalize on the strength of a blog? By using the right keyword tactics.

Keyword Tactics #1: Searching for Keywords

Keywords are often on the tip of every SEO experts tongue, and there is a reason why. They drive what ranks and doesn’t rank on google. They are the terms people are searching for. It’s your job to find out what your audience is looking for on search engines.

The best keywords are known as “long tail” keywords. These phrases are what people are searching for the most online. Many successful blogs have proven that using them helps boost your standing with search engines. Using one-word keywords are more competitive, but worth trying if your business exists in a niche industry.

If you ever need help, there are several tools available including Google Trends, Google Keyword planners, as well as the most popular search rankings on social media sites. However, remember to find what is popular in your field. Your business has a specific audience. Narrow down your search for the words they are typing in online.

Keyword Tactics #2: Implementing Your Keyword

Once you find your keyword, it is time to implement it into your post. Your keyword or phrase should show up in your blog article, but not too much. If you overstuff your article with this phrase, it will have the opposite effect.

You want to insert your keyword or phrase into specific spots on your blog, including throughout the content, title, URL, headings and subheadings, image alt text, and meta description. An important note to remember is to keep your content engaging. Try to seamlessly add your keyword without disrupting what your audience is reading.

Four friends using a laptop in a train station, their smiling faces represents audience engagement.

Approaching Digital Customers: Audience Engagement

Four friends using a laptop in a train station, their smiling faces represents audience engagement.

Maintain audience engagement is all about giving customers the right ads.

Using some research and intuition, you can easily figure out why your audience hates using online advertisements. From their perspective, they are invasive, disruptive, annoying, and risky. And it’s not hard to see why they think this way. The truth is, people are avoiding your ads. However, there is hope. By creating the right ads, you can learn to maintain audience engagement.

Finding the Right Audience

Now, we are not saying that customers hate all ads. You’ll find that they will pay attention to advertisements more if they can relate to them. This means maintaining audience engagement is all about finding the right audience. That’s where your research comes in. Ask the following:

  • Who buys your products?
  • Where do your customers browse the web?
  • What social media platforms are they using the most?

If you can answer some of these questions, then you are off to a great start.

Creating Non-Invasive Ads for Audience Engagement

Another way to engage to engage your audience is by creating ads that don’t get in their way. The best way to do this is by utilizing native and social ads. According to Hubspot Research, most sponsored or native ads ranked as a positive experience for customers. Customers don’t see these advertisements as disruptive.

Native advertisements can be completely ignored. Even though they tend to blend in with other articles on websites, the users choose whether or not to interact with the native ads. They are also transparent. Most native ads are marked as “sponsored.” This way the customers knows that a certain piece of content is marketing material before click on it. Digital customers welcome this type of honesty.

Social ads are also less invasive than traditional digital ads. Customers expect to see pages and accounts from their favorite products or services. It’s almost ingrained in the social media experience. And they are more receptive to them because they are targeted. They generally only see ads from products that match their interest.

Hopefully, this helps you on your journey to reaching your audience. Digital customers are always evolving. Just stay up to date with their interest and you’ll create successful campaigns in no time.

A man is sitting on his couch and having a bad experience with a website on his laptop. A bad web experience disrupts audience engagement.

Approaching Digital Customers: Audience Pet Peeves

A man is sitting on his couch and having a bad experience with a website on his laptop. A bad web experience disrupts audience engagement.

Find out the biggest pet peeves your audience has when it comes to online ads.

There is no doubt that advertising is a difficult field. It’s a matter of wrapping your head around your audience’s interest and what motivates them to buy your stuff. You also have to take into account the fact that your audience may not be receptive to your ads.

How do you get around this dilemma and do your job effectively? Well, it requires a little research and intuition. The digital space is overflowing with content and advertisements. People are constantly trying to sell digital customers products and services. While you are trying to grab your audience’s attention, make sure that you do not aggravate them at the same time.

What Your Audience Hates About Advertisements

AdBlock seems to be an advertiser worst enemy. But in order to get around this frustrating software, you have to understand why your consumers are using it. One of the biggest reasons that consumers hate advertisements is because they are disruptive. Imagine browsing the internet or visiting your favorite website, only to have a pop-up interrupt your experience. It’s jarring, it’s annoying, and most of all it prevents you from doing what you intended.

Another critical reason that digital consumers hate advertisements is because they fear them. The online world can be a dangerous place for your personal information and privacy. And some ads are malicious. So, customers would rather avoid the risk of clicking on an ad that might just be out to steal their information. Some are even concerned about advertisers sharing their information with third-party services.

The last thing to remember is that your advertisements do affect your audience’s web experience. If your ads are the reason for websites slow load times or eat up the data on their phone, then they will walk away from the website. Digital customers hate to waste their time trying to work with a web page that doesn’t work. Even worse, if your advertisements are truly the cause of a websites sluggish experience, the owners of that site will not want you hosting your ads there anymore.

The word BLOG written in vintage wooden letterpress type in a wooden type drawer. This represents business blogging.

Business Blogging: What Not to Do

The word BLOG written in vintage wooden letterpress type in a wooden type drawer. This represents business blogging.

Avoid making mistakes when it comes to business blogging. It will save you a world of trouble.

If you’re a business, there are plenty of reasons for you to pull out your laptop, get online, and start blogging. Not only does it establish your business as an industry leader, but it gives your website a boost when it comes to SEO. If you want to connect to your consumers, as well as develop a relationship with them, then you have to make sure you get business blogging right.

Typical Business Blogging Mistakes Companies Make

Forget to Read Their Work – Good writing is hard to spot; however, people are hawks when it comes to spotting bad grammar. You don’t want to look unprofessional by having any typos or terrible sentence structure in your post. While it might sound a little grade school, after you have finished typing the words into your keyboard be sure to read everything out loud. It can be hard to check your work, but this can get the job done.

Make Their Blog Uninspiring – Your blog is not a news site or a press release. It should not be flooded with boring articles about your company’s latest developments. The purpose of a blog is to connect with your readers and be a definitive voice that they come to for guidance. While you can have a few posts to keep your customers updated on the latest news from your company, you have to speak to them about your industry and the direction you feel it should go as well.

Do Not Leave a Call-to-Action – Through conversation, blogs connect to people. However, as a business blog, you have to take it one step further and motivate your readers. A lot of companies forget this and miss out on the opportunity to point customers in the right direction. Sometimes a call-to-action is all you need to get loyal readers to buy you stuff.

In next week’s post, find out more on how to keep your business blogging up-to-date.

Several green arrows, with one saying "Helpful Tips." This represents basic advertising tips.

More Basic Advertising Tips You Should Follow

Several green arrows, with one saying "Helpful Tips." This represents basic advertising tips.

Are you following these basic advertising tips?

Remembering the basics is not just something that teachers tell you. It’s the key to keeping your work consistent and effective. The same is true when it comes to advertising. While people’s interest constantly change, their motivations remain the same.

Last week, I discussed a few advertising tips you should remember. So, here are a few more basic advertising tips you should follow when trying to reach your consumers.

More Basic Advertising Tips

Keep in Mind Where You Advertise – This statement is usually meant for media like television, magazines or radio stations. However, it also applies to the digital landscapes. Digital advertising is its own world and where you advertise online determines how you advertise. Discover which of your customers are using outlets like social media, websites, or apps. Learn everything about these platforms so that you can develop great campaigns.

Focus Test – Your campaign is not going to be an automatic hit upon release. So, you need to test its potential. This avoids wasted advertising dollars and provides some insights into the strengths and weaknesses of your campaign. Gather together a group of people that closely resemble target audience. Be sure to ask them if they understand the purpose of the campaign and more importantly, gauge their feeling. With input from a group representing you target audience, you can put some final tweaks to your campaign’s message so that it resonates with your audience.

Do Some Post-Campaign Inquiry – Once your campaign is developed, tested, and released, your job is not finished. Your next campaign is right around the corner. That’s why you need to follow up with new customers and discover how they heard about your business. Using their contact information, send them a quick questionnaire. The information you receive will tell you which digital platforms your customers are using the most and where you need to be putting your resources into.

A generic checklist with a red pencil on top of it, representing advertising tips.

Advertising Tips: Remembering the Basics

A generic checklist with a red pencil on top of it, representing advertising tips.

Our advertising tips will help you remember the basics.

As advertising evolves and we try to familiarize ourselves with the worlds of mobile and social media, it becomes hard to determine what to do. How do we reach customers more effectively? How do we make our ads work? While the world of advertising has somewhat changed, the principles have not. It’s time to use these timeless advertising tips to create effective campaigns.

3 Advertising Tips

Targeting the Right Audience – Every product is different, from its benefits to its purpose. And a lot of advertisers make the same mistake over and over again. They try to sell their products to everyone. In order to make an effective campaign, you need to visualize who you are selling to. Narrow your target audience down to a select group. Once you understand their buying habits and interest, developing a campaign becomes easier.

Be Competitive – The advertising game is one big competition, and you should never lose your competitive edge. There is a whole market of imitators out there. You need to hone in on that one detail that makes your product different from all of the others. Then show your audience why that detail is an advantage. This gives your product value in the eyes of your consumer and moves you one notch above the competition.

Give Your Brand an Identity – I’ve discussed the importance of protecting your brand before. However, you have to remember to develop it as well. You cannot just put your product’s name on a generic logo and expect it to sell. You have to establish its identity and personality. These two traits are important for people to recognize and remember who you are. Once your product’s brand is ingrain within your audience mind, they become comfortable and more willing to purchase your stuff.

Join us next week to find out some more advertising tips that you should never forget.

A woman in red looking at a holiday marketing campaign on her smart phone with shopping bags beside her.

Take Advantage of Holiday Marketing

A woman in red looking at a holiday marketing campaign on her smart phone with shopping bags beside her.

You are going to need these holiday marketing tips very soon.

There is a right time for everything, and when the holidays roll around, nothing rings truer. If you are an advertiser, this means setting up your ads to reflect the holiday spirit. How do you do this? By following these tips in order to bring your holiday marketing up to snuff.

Who Is Your Target Audience?

Your target audience is always ever changing, and you need to keep up in order to market your products properly. Pay attention to trends leading into the holiday season. Customers will change their buying habits, as well as where they shop.

Did your customers avoid buying a certain product earlier in the year because it was too expensive? A really enticing sale during the winter season might bring them back as they are looking for the perfect holiday gift. Knowing information like this will help you develop better campaigns.

Holiday Marketing and Social Media

Everyone is attached to their social media accounts. Use that to your advantage. First, see what your customers are talking about online. This can help shape your ideas for how to reach them effectively. Your next step is to capitalize on your social media presence to inform everyone about new deals during the holidays.

Make Buying Your Products Easier

When gift-giving, season rolls around, customers begin to scramble to find the right gift and to find it right away. Help them do just that. Update your SEO on all platforms so that people can find your products online without any problems. Remember, Google, Amazon, YouTube, and other platforms are all search engines in their own right. Follow trends on each so that you can develop better search terms.

Another tip to make your customers’ lives happier. Free shipping. Nothing beats a good sale more than having it arrive at your home, free of charge. This builds good will with customers who need their gifts fast and without worry.

A graphic illustration of a several people doing different task (exercising, shopping, reading, etc.), representing target demographics.

Target Demographics: Who You Should Focus On?

A graphic illustration of a several people doing different task (exercising, shopping, reading, etc.), representing target demographics.

Target demographics change. Do you know which one is important to you?

The world moves fast. As a marketer, that means that you have to be on the forefront of the newest trends. More importantly, changing demographics. With that in mind, here are a couple of groups you should focus on. These target demographics are the people you should be putting your resources towards.

Important Target Demographics

Millennials – The dreaded word, “Millennials.” Even though most people in this group do not like to be called by this term, it defines this generation. This generation of technologically capable individuals are known to be driven and diverse. They are also in the prime of their adulthood, so it is the perfect time to approach them with things they want and need.

Most of the people in this group grew up with technology. As a marketer, you can use this to your advantage. Target marketing works best for them. Find out what they like, what they do, and offer them products and services on the social media channels they frequent.

Women – With the possibility of the United States’ first female president on the way, you should be thinking about how to target women in the future. According to the United States Department of Labor, women make up 47 percent of the total U.S. work force. This means that they have purchasing power. Many of them are also the primary breadwinner of their household, making them the decision makers for what to buy and when to splurge.

Children – The children are our future. If you find out what they like now, this can lead to plenty of opportunities. While this group (known as Generation Z) is pretty much unknown, we do know that they are growing up with the internet as an everyday tool.

Another important factor to remember is that parents are concerned about their child’s health and well-being the most. That includes making sure they are happy and have a pleasant childhood. Parents are also more inclined to want to provide their children with everything they didn’t have. Out of all the target demographics, children have the power to influence what their parents buy.

A graphic illustration of a woman holding coffee and sitting in front of a computer while she is reading a native advertising article.

Keeping Native Advertising Honest

A graphic illustration of a woman holding coffee and sitting in front of a computer while she is reading a native advertising article.

Are you being honest with your native advertising content?

There is a lot of criticism when it comes to native advertising. While it is one of the more effective ways of reaching your audience, and helps to avoid ad blocking software, some customers are not fans of this marketing technique. In order to persuade apprehensive consumers, honesty is the best policy.

What is Native Advertising?

Native advertising is a “disguised” form of advertising media. This means that your advertisement looks and appears in the same style as the platform it is advertising on. Whether it is an article, video, or any other form of media, it is almost indistinguishable from the platform’s primary content.

The problem with native advertising is that most customers see it as deceptive. Most customers have trouble distinguishing the difference between regular content (written by the editor) and advertorial content. This confusion leads to some customers feeling like they have been misled. As a marketer or advertiser, you do not want your customers to feel like you have betrayed their trust.

Effectively Using Native Advertising

The best way to approach native advertising is to be honest with your audience. It is common practice to label any article, video, image, or content as an advertisement. This label lets visitors know that the content they are about to engage with is sponsored. By adding a layer of transparency viewers are not confused.

You can also be transparent in your content as well. Introduce your company before you discuss the benefits of your new product or service. Even if the viewers know that your piece of content was not written by the editorial staff, good content will grab their attention.

The best part about native advertising is that it is becoming more and more accepted every day. People expect to see promoted content on websites they frequent. Just stay honest and you will have plenty of opportunities to reach new audiences.

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