Blog - News & Views

Home » Archive for the ‘SEO’ Category

Tell Your Story with Web Videos

May 7th, 2014

One of my favourite marketing tools to implement for our clients is our web video packages. Web videos are a fantastic way to put a human face to a business and help differentiate them from the competition. Your typical website will use text and photography to present a company’s products or services. While this type of content is needed, video can offer a more personal look at their story, people and unique offerings. In addition, a well done video is simply more entertaining and easier to watch than static content. According to the Kelsey Group, “Customers are 4x more likely to click on a video than any other web content”.

Video is also a great social media tool. In addition to placing your video on your website, it can be used on your Facebook, Youtube, LinkedIn channels or simply inserted into the signature of your email.

Here are a few of the ingredients that make a successful corporate video:

1- Be Human.
This come back to the point of putting a personal voice and face to your video. We are all a little jaded by overly commercial style sales pitches. Just tell your story- honestly and simply. People will relate to this much more.

2- Talk about Benefits instead of Features.
This is true of any marketing efforts. Clients often want to talk about all the technical details and unique features of their product or service. It’s a common occurrence as we are all a little too enmeshed in what we do and tend to look at our offerings from the perspective of an industry insider. However, it’s important to put yourself in your client’s shoes and describe what benefits your business will offer. Things like making our life easier, saving time, increasing revenue and improving your life are what hits more of an emotional chord with your audience.

3- Keep it Short.
Everyone’s time is limited and we’ve become accustomed to instant, on demand information. Keeping your videos to 3 minutes or less will give you more that enough time to get your information across without losing your viewer’s interest. Set the scene, tell your story and end with a strong call to action to encourage your audience to reach out and take the next steps.

 

graphic_BuswithVid_r4.psd

 

—————————————————————————————————————————————

At Sparktank, we offer 3 main video packages:

  • Video Testimonials
  • Product Videos
  • Video Ads

Our videos’ streamlined system and affordable pricing has been a big hit with our clients.

MORE ON OUR VIDEO PACKAGES >

—————————————————————————————————————————————

 

Attracting New Clients via your Website

April 17th, 2014

digmarketing_banner

 

 

 

 

 

 

 

 

We interviewed our internet marketing expert and team member Candace to give you the inside scoop on how to attract more business via internet marketing and social media.

1.When marketing your business, how important is it to be found on the search engines?

Internet presence is critical for modern business. In *2014 it is estimated 87% of Americans use the internet. Print Yellow Pages, Newspapers, Direct Mail, and Radio do not work like they used to because potential customers aren’t looking there anymore.

2. What steps are involved in ensuring that your website is found by your ideal clients on Google and other search engines?

Ensuring the website is search engine friendly equally requires standards compliant web coding techniques and an understanding of the phrases that consumers use when searching for your products and services. The focus is on understanding your target users, producing great content, establishing your authority and visibility, and providing a great experience for the users of your site. Properly architecting your site and addressing local search (if that is relevant to you) are also important.

3. What role does social media play in attracting new clients?

Social media can attract new clients but its strength is really in client retention. Using this as a channel similar to email marketing to connect with existing clients and keep in touch with them is its best attribute.

4. When does it make sense to invest in paid online advertising?

When implemented correctly, paid advertising can have great benefits for a business. With Facebook Advertising this can aid in a new Business page to get started building a fan base, with AdWords (the space at the top or right side of Google searches), it can enable top of page results for very specific competitive keyword phrases.
Depending on how competitive your industry is, the top page positions can be difficult to achieve for all profitable key phrases. Highly targeted paid advertising campaigns can be very effective in increasing visibility.

5. What tools do you use to measure success?

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site.
We typically use Google Analytics for this purpose. It helps to analyze visitor traffic to understand your audience and their needs, wherever they are along the purchase path. Google Analytics shows customer interactions across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve current customers and win new ones.

*Source: http://www.pewinternet.org/2014/02/27/summary-of-findings-3/

 

Web Copy: What’s in a Word?

January 31st, 2012

What makes good web copy? Whether you operate an enterprise or maintain a hobby blog, quality web writing can help you connect with your audience.

So says Rick Sloboda, Senior Web Copywriter at Webcopyplus, which helps businesses increase online traffic, leads and sales with optimized web copy. He speaks at Web-related forums and seminars, and conducts web content studies with organizations, such as Yale University.

I recently asked Rick about writing effective web copy.

What are the key ingredients to effective web writing?

A well-versed web writer writes for both the audience and search engine spiders, which is integral considering the majority of new visitors to websites arrive via Google, Yahoo, MSN and other search engines.

What’s important when writing for search engines?

Keywords. You need to write using the language of your target audience, and repeat the specific terms in your web copy, as well as your meta tags. For instance, if you want to rank high for “Vancouver fashion,” use the termVancouver fashion throughout your website.

What’s important when writing for the audience?

To deliver clear, concise and relevant web copy. About 80% of Internet users scan copy – they don’t read word for word. So making your web copy scannable promotes positive online experiences. Several web writing tactics can help, including descriptive headlines and links, and bullet points, versus walls of long-winded copy.

As a general rule of thumb, web copy should be about half the length of the copy you would use in traditional print media, such as brochures. On the fast-paced Web, less is more.

Can you expand on “relevant” web copy?

To get your visitors to take interest in your products or services, you need to write about things they care about. It seems completely obvious. However, business owners and copywriters alike tend to let their egos get in the way, which leads to self-centric web copy. What business owners and inexperienced copywriters want to say isn’t necessarily what prospects want or need to hear.

To achieve customer-centric web copy, your web content should focus on benefits, clearly conveying what your products or services can do for the visitor. You need to understand your audience’s trigger points – what will get them to take a desired action – to fully engage them and leverage your website’s full potential.

Speaking of action, you should always include a call to action on your website, whether it be buy now or contact us today. We might be working with cutting edge technologies, but the old-fashioned ‘ask for the sale’ still applies.

Rick Sloboda
Senior Web Copywriter
Webcopyplus
www.webcopyplus.com

Should You Invest In Search Engine Marketing?

March 15th, 2008

Contrary to what many people believe, when it comes to website development, it’s not a matter of “build it and they will come”. In fact, there is now an entire industry dedicated to the art of making people find your website on the search engines. This has become known as Search Engine Optimization, or SEO for short. With millions of websites vying for your attention, the search engine companies have created complicated algorithms and a variety of criteria to determine where your website will be placed on their results pages. Paid positioning is also becoming an attractive option, which means you to bid on key words – using an auction system to improve your odds.

When considering internet marketing, every business should ask themselves the following;

What is my objective for my website? If you objective is to attract new client leads or sell products online, search engine optimization is likely going to be an important part of your marketing plan. If, however, you are simply building a website to enhance your company’s credibility, SEO may be lower on your priority list.

Will my clients know to look for my business online? Some businesses are all about word of mouth, and their target market would be unlikely to make a buying decision over the net. However, with the internet becoming the new “yellow pages”, using search engines has become a very powerful purchasing tool, and customers are more ready than ever to make a buying decision based on what they see at your website.

What sort of results will I expect in the short (and long) term? Search engine optimization takes time to achieve results. Once a site has been optimized, it takes at least 3 months for self-generated results to make a difference. It’s also important to have a specialist monitor your results periodically, and fine-tune your site to improve your rankings. Search engines often change their rules, and competitors can bump your placements, so thinking of SEO as an ongoing project is important.

Do I expect a return on investment from my website? It is undisputed that properly executed SEO much more than pays for itself. New leads acquired through your website are generally lower-cost than many other ways of marketing your business. In the case of one of our clients, a search engine lead translated into a multi-million dollar contract. And for small companies, website traffic may generate several thousands of dollars of new business.

With the proper strategy, SEO gives the business owner the control to be extremely aggressive with their marketing, or to slow down the influx of traffic and concentrate on existing customers. Our experience with many years of SEO work for clients allows us to have an exact approach customized for your business.