Weekly Bitz: Optimizing Your GMB Profile & Advertising a Local Business on Facebook and Instagram

Weekly Bitz: Optimizing Your GMB Profile & Advertising a Local Business on Facebook and Instagram

Below is the roundup of some of this week’s MarketingBitz articles and blogs. MarketingBitz publishes digital marketing articles, videos and slideshows written to address the needs of small businesses.

3 Ways to Optimize Your Google My Business Profile (March 28, 2019)
MarketingBitz: “Your Google My Business profile is an important part of your online presence and findability on Google. Google My Business (GMB) is the secret weapon to your online success—making sure it is accurate, updated, and complete is key to driving more customers and sales to your business.”

Advertising a Local Business on Facebook and Instagram (March 26, 2019)
MarketingBitz: “If you have a local business, dependent upon local customers, advertising on social media platforms like Facebook or Instagram may not sound worthwhile. Why advertise to billions of people when your customer base is probably in the tens of thousands (or less) in your locale?”

Your Online Reputation Management (ORM) Strategy Guide (March 28, 2019)
Business 2 Community: “Research shows that 86% of consumers read reviews for local businesses (including 95% of people aged 18-34). 84 percent trust online reviews as much as a personal recommendation and 68 percent form an opinion after reading 10 online reviews. And finally, 89% of consumers read businesses’ responses to reviews.”

Paid Social Ad Options For Your Business (March 27, 2019)
Business 2 Community: “If you’re new to social media marketing, keep your brand objective in mind when researching different kinds of social media advertisements to find the one best suited for your audience.”

What Are Keywords & How They Work in PPC (March 26, 2019)
Search Engine Journal: “Keywords are the foundation for everything in PPC. Keywords are what you use to define where your ads should appear. Without a solid understanding of what keywords are and how to use them effectively, you’ll never be successful with PPC.”

Weekly Bitz: Five Types of Digital Content & An Effective Local Funnel That Uses Facebook

Weekly Bitz: Five Types of Digital Content & An Effective Local Funnel That Uses Facebook

Below is the roundup of some of this week’s MarketingBitz articles and blogs. MarketingBitz publishes digital marketing articles, videos and slideshows written to address the needs of small businesses.

Five Different Types of Digital Content & How to Execute Them (March 21, 2019)
MarketingBitz: “When creating digital content, it can be a bit overwhelming trying to figure out which avenues to choose. With so many different types of content available, it’s best to first determine what you’re looking to achieve through content. Are you trying to gain new customers? Reach a new audience? Provide customers with value? Having different variations of content can help you reach consumers during the various phases of their purchasing journey.”

An Effective Local Funnel That Uses Facebook (March 19, 2019)
MarketingBitz: “Digital marketing has changed the way we think about the sales funnel—yet many of the lessons we’ve learned from the digital space are easily applicable to brick and mortar retailers. Indeed, a good digital sales funnel can actually bring in some foot traffic and increase sales.”

Which Social Media Platform is Right For Your Business in 2019? (March 21, 2019)
Business 2 Community: “What type of business or organization you run (or work for) is really one of the key factors in deciding where you should put your social media effort.”

8 Ways to Optimize Your Email Marketing Automation (March 20, 2019)
Business 2 Community: “Automation isn’t all about gleaming robots on factory floors. You’ll have heard about some of the stunning email automation solutions out there right now – there’s some amazing stuff on offer. If you haven’t already, it’s well worth automating at least part of your emailing process.”

What Is PPC & How Paid Search Marketing Works (March 18, 2019)
Search Engine Journal: “Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal of a PPC ad is to lead the person viewing it to click through to the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product.”

Five Different Types of Digital Content & How to Execute Them

Five Different Types of Digital Content & How to Execute Them

When creating digital content, it can be a bit overwhelming trying to figure out which avenues to choose. With so many different types of content available, it’s best to first determine what you’re looking to achieve through content. Are you trying to gain new customers? Reach a new audience? Provide customers with value?

Having different variations of content can help you reach consumers during the various phases of their purchasing journey. If you’re unsure of where to begin and what your options are, here are five types of digital content that you can create for your small business.

1. Blogs

Arguably the most popular form of content, blogs have been around for a very long time and can really help businesses connect with their target audience. Blogs are meant to showcase a business’s expertise in their field through high-quality, unique and creative pieces of writing. These pieces help build trust with your customers and showcase you as a trusted, well-educated source that can help meet their needs.

Be sure to include call to actions within each post. This can help you achieve the goals you initially set, like driving website traffic, adding email subscribers or increasing social media followers. For example, if you operate a candle shop, you might publish a blog about the new scents you’re releasing for spring and how different scents can impact a person’s mood. You could then link to a page on your website that features all of the new candles, thus encouraging readers to purchase.

However, it’s important to recognize that blogs are a commitment. If you’re looking to create one, you should be prepared to publish a new article at least once every few days. The last thing you want to do it take the time to create a blog and then let it go stagnant, or only have articles that were published months ago.

2. Case Studies

Case studies provide consumers with in-depth, detailed examinations and analysis of a specific situation. Case studies are great because they are unique to you and your business and they highlight common scenarios that consumers may run into.

When creating a case study, you’ll want to write a summary that explains the initial problem and how you solved it. Provide your readers with the five w’s and one h questions (who, what, where, why, when and how). Don’t just explain your results, take them through the process and show them why they should care.

If you’d like to see a few examples, Facebook offers a variety of case studies on their website, segmented by industry and objective.

3. Listicles

Let’s be honest, who doesn’t love a good list? They are easy to read and straight to the point, which is perhaps what makes them so popular. Start with a specific topic and a number, then create the content from there. You want the information to be educational, so take time to think of the components of your business that consumers are likely interested in knowing more about.

For example, if you owned a tattoo shop, you could create a listicle about 10 from-scratch, totally customized tattoos that were done within your shop. A post like this will help highlight the impressive work you’ve completed in an easy-to-read, visual format, which could potentially encourage a prospective customer to call or visit your shop for their next tattoo.

4. Infographics

Infographics provide a ton of information, like statistics and research, into a single image that’s easy to read and visually appealing. Infographics offer more than just a simple list, by allowing you to create visuals (charts, graphics) to go alongside them. They should be embedded with a backlink; as this will help with your off-page SEO.

Infographics can increase web traffic by up to 12%. Additionally, they are liked and shared on social media 3x more than other any other type of content. To gain as many benefits out of your infographic as you can, be sure to follow best practices, like creating a descriptive title, incorporating white space for organization and segmenting the content into sections.

5. White Papers

White papers are in-depth, downloadable guides that help inform readers about a specific subject. Due to their longer format, white papers are packed with detail. The overall goal with a white paper is to educate your readers by presenting information, facts and evidence on a specific problem and a solution to solving that problem.

White papers are generally gated content, so they are a great avenue for gathering leads. When you prompt a user to download, you should have a form attached to it that asks for basic information (name, email, company, etc.)

Keep in mind, white papers should be utilized for educating and informing customers, not as a sales pitch. Let your knowledge and expertise sell itself by providing the reader with useful, high-quality information. This will build trust with consumers and grow your brand’s reputation, which can ultimately lead to new customers and, subsequently, increased sales.

Weekly Bitz: Setting Up an Instagram Account for Your Business & Fresh Website Content to Boost SEO Results

Weekly Bitz: Setting Up an Instagram Account for Your Business & Fresh Website Content to Boost SEO Results

Below is the roundup of some of this week’s MarketingBitz articles and blogs. MarketingBitz publishes digital marketing articles, videos and slideshows written to address the needs of small businesses.

Tips for Setting Up an Instagram Account for Your Small Business (March 14, 2019)
MarketingBitz: “Over the last few years, Instagram has exploded into one of the most popular social media networks. It’s utilized by over 500 million people every day, the majority of whom are under 35 (71%). Instagram is often viewed by its users as a channel for inspiration and discovery of new things, which makes it a great avenue for small businesses to market, and even sell, their products and services.”

Give it a Change: Fresh Website Content Boosts SEO Results (March 12, 2019)
MarketingBitz: “Getting on the first page of Google is extremely challenging and takes quite a bit of tweaking before you start to see real results. SEO has evolved into a complex process. An essential component of that is quality content. Google’s latest changes to algorithms over the past four months show that the search engine is focusing more on quality content over keyword density.”

Building Relationships Through Email Marketing (March 14, 2019)
Business 2 Community: “Building relationships through email marketing can’t be done through spam or through a message that offers your reader no value. There is a technique to building relationships through email that takes time, planning and most importantly, authenticity.”

Why 70% of the Small Businesses are Failing with Facebook Ads (March 14, 2019)
Business 2 Community: “With more than $27 Billion in revenue, Facebook advertising is one of the biggest revenue sources for Facebook. But, is it the same for businesses that use Facebook ads? According to Weebly, at least 62% of small businesses say that their Facebook ads are missing their targets. What a tragic statistic for one of the world’s most counted on marketing medium!”

12 Ideas to Repurpose Your Content for Maximum ROI (March 13, 2019)
Business 2 Community: “We spend hours carefully crafting content for our businesses, but once we hit publish and go through the required marketing period, the affair comes to a swift end. The once-shiny piece of content gathers virtual dust as we drive people toward our other new and exciting.”

Tips for Setting Up an Instagram Account for Your Small Business

Tips for Setting Up an Instagram Account for Your Small Business

Over the last few years, Instagram has exploded into one of the most popular social media networks. It’s utilized by over 500 million people every day, the majority of whom are under 35 (71%). Instagram is often viewed by its users as a channel for inspiration and discovery of new things, which makes it a great avenue for small businesses to market, and even sell, their products and services.

Due to its somewhat younger field of users, the platform is certainly not for every business. However, for those whose target audiences align with the platform, it can be a valuable tool for building brand awareness, connecting with customers and highlighting your most unique offerings.

According to Instagram, there are 25 million businesses profile worldwide, and over 2 million advertisers who utilize the platform to share stories and drive business results. Additionally, the company reports that 60% of people have found a new product on Instagram.

If you’re looking to incorporate Instagram into your small business’s social media plan, here are a few steps to help you get started.

Download the Instagram App

In order to use the platform, you first need to download the app, which is available on mobile, tablets and computers within the App Store, Google Play and the Windows app stores. The app is convenient for posting content anywhere and anytime and offers additional features that require plug-ins on a desktop.

Create Your Account

When creating your Instagram account, you’ll have two options. The first is to sign up using an email address or phone number and creating a username. The second option, which is recommended, is to link it to your Facebook account. That way, you’ll use the same information to login to both accounts and the content can be cross-promoted on each channel.

Set Up & Customize Your Profile

Once you’ve created your account, you’ll then be able to set up your free business profile. With this profile, you’ll be able to view real-time performance stats on your stories and posts. You can also gain insight into how users are interacting with the content that you’re posting. There are many unique features available to businesses that regular users don’t have access to.

This step is also where you will add in relevant information about your business, including hours of operation, address, business category and phone number. You can also add custom components, like photographs, a company bio and a link to your website.

Get Creative with Your Content

Now that you’ve set up your profile, it’s time to start creating content. Remember, Instagram is a predominantly visual platform, which means that the content you create should be visually appealing. This leaves a lot of room for creativity, giving you’re a great opportunity to really tell your story and bring out the unique components of your brand that set it apart.

The great part about Instagram is that you don’t have to be a photography expert to take quality pictures. You can utilize Instagram filters to breathe new life into your photos. Additionally, there are many different content formats available for businesses. A few options include a carousel post, which shares up to ten images in a single post, 60-second videos, or GIFs (short clips).

Don’t be afraid to repost content from brands that fall into your business category. Just make sure that it fits your target audience and that you receive permission and give credit to the original poster.

Utilize Hashtags

Instagram hashtags help organize and categorize various content on the platform. They also assist in helping users find specific content. A post can have up to 30 hashtags, and you want to make sure that they are relevant to your products and services so that users who search for these hashtags can find your business easily.

To find out popular hashtags, you can conduct various searches on Instagram and see what pops up. You should also look to your competitors and leaders in your industry for the hashtags they’re utilizing most often.  Instagram Insights can even tell you how your hashtags are performing (through likes, comments, impressions saves and reach), so you can determine what works best with your content.

Additionally, you can opt to follow certain hashtags on the platform so you can stay updated on these topics.