How Your Keyword Research Should Look Like In 2016
May 09, 2016
10 min read
Inbound marketing refers to the marketing activities that bring visitors in. Inbound marketing draws customers to your website by making your company easy to find and producing interesting, attention grabbing content. With inbound marketing, marketers no longer have to go out to look for potential buyers.
A business can now promote their company using inbound marketing through blogs, newsletters, SEO, social media marketing, podcasts, videos, and other content marketing activities.
Keyword Research
Keyword research is the most important part of SEO. How your keyword research should look like is a very important question to answer because it is going to dictate how the rest of your campaign will go. Some questions to ask yourself in relations to a particular set of keywords are:
How profitable are the keywords? What sort of services or products can we offer? Below are 4 steps of doing keyword research that will give you that competitive edge in 2016:
Step 1: Do your Basic Research
First thing you need to do is pick a main keyword that is pretty straightforward and describes the main activity of your business. Next, you will need to dig a little deeper into the nature of your main keyword. This can be done by analyzing the Google Search Engine Results page. Some pages that can help you include:
The Related Search – it is found at the bottom of the Google SERP. The related search can give you clues on the search intents users have for the keyword and the basic demands that go hand in hand with that particular keyword.
Google Auto complete – Google gives suggestions based on popular queries often made using that keyword. This tool is very important as it helps you discover what Google relates to a given keyword.
Google AdWords – If your keyword yields paid results or Google AdWords, then the keyword is valuable enough for other people to spend money on. It also means that the keyword is very competitive.
Shopping Results – This page can help you discover the profitability of a keyword. You can get insight on new and existing products that you can use as guidance for your own productsThere are a lot more websites you can use to gather intel regarding your keyword, they include:
- Wikipedia. The table of content can be very useful
- Query-based Websites. Sites such as Yahoo answer and Quora can help you find common questions people ask revolving around your keyword.
Step 2: Analyze your Results
After you learn about the keyword, look into the ranked results on the SERP itself. This will help you:
- Learn exactly how others do their optimization
- Understand what Google needs from you to rank a website
- Know how hard or easy it is to rank a certain keyword
- Replicate and improve the same formula to rank better yourself
Step 3: Keyword Expansion
Use Google Keyword Planner to find new related keywords to use with your main keyword. Simply look for new keyword options and look at the Ad group ideas to see how Google is grouping keywords together. When you target multiple related keywords, it is easier to diversify your contents and topics.
Step 4: Optimize
Finally, incorporate all the above factors into your website and contents. When you are running a business, time is very precious and marketing tends to take up plenty of your time. Some of the main benefits of outsourcing inbound marketing projects are:
Saves you time -You free up plenty of time when you hand over your marketing tasks to a third party. When you outsource, you free up time that would have been spent developing social media platforms, writing marketing materials, creating and managing email lists, etc. Your team will have more time to work on your core business.
Professional Services -It is easier nowadays to find experienced and affordable online marketing professionals who will work with your company and implement efficient strategies on your behalf.
Gain Outside Perspective -When you outsource, you are able to receive fresh perspective. Professional online marketers understand how to attract and convert marketers better.
Top-notch expertise -When you outsource, you are working with a very experienced marketer who’s main occupation is just what you are looking for. You need not to spend money and time on research and much more as this is part of their job.
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9 Metrics to Measure Customer Loyalty
Customer loyalty, often known as brand loyalty, is the outcome of maintaining good ties with your clientele. The more devoted a customer is to your brand, the less likely they are to switch to one of your competitors. Strong customer loyalty correlates with increased customer retention, better new customer acquisition, and greater overall business success. In a nutshell, figuring out how to gain and use client loyalty is a potent growth strategy. What Is Customer Loyalty? Happy clients who prefer to buy from you again and again is what we call customer loyalty. After experiencing your brand positively on several occasions, a customer may become loyal. What are the benefits of a devoted client base? A devoted patron is far more inclined to make more purchases. Further, they are: Willing to try additional offerings from you. Willing to recommend your services to friends and family. Customers are more receptive to providing feedback, forgiving when problems happen, and resistant to competing businesses' marketing and sales tactics. When consumers have a deep connection to a brand, they are more likely to recommend it to their friends and family and have more faith in the reliability of the brand overall. Considering that repeat business from current clients is more reliable than that from new ones, this is crucial. Is There A Way To Enhance Customer Loyalty? Absolutely! Customers' loyalty may be measured in a variety of methods, and if the correct ones have been found, they can be optimized. In addition, putting the following tenets of client retention into practice will lead to unprecedented growth performance for your e-commerce organization. Admit Your Clientele Your clientele are starved for appreciation. Customers want to feel like your company cares about the same things that they do. Personalized messaging, bargains, discounts, and other incentives can help accomplish this goal to a great extent. If you give your clients the respect they deserve, you may... Customer Rewards Programs Customer loyalty is rewarded with rewards as a thank you for continuing to purchase from the company. Reward programs provide clients monetary or other significant benefits in exchange for their continued loyalty to your company. Rewards like "Coupon: $50 Off Your Next Purchase" have been shown to increase sales. Presenting Offers That Are Actually Useful Targeting your top consumers with pinpoint accuracy requires in-depth research and selected behavioral data points. As an example, let's say you've noticed that a select group of clients tends to shop with you every winter. When the holiday season nears, it's simple to interact with customers and offer them special discounts. The Three R’s of Customer Loyalty Take a look at the "three R's of customer loyalty" to obtain a clear idea of customer loyalty and how to cultivate it. These considerations were first identified by marketing professional Paulo Claussen, Sr. Director of Loyalty at Michaels.* Rewards: Customer loyalty should be rewarded at all times. Like the old-school punch cards, after buying ten meals, you get one for free. By making consumers happy when they use their incentives, you may increase their likelihood of returning. Recognition: Personalized discounts and advocacy for shared values are two great ways to show your appreciation for loyal consumers and encourage them to return. Customer satisfaction and loyalty may be boosted by making them feel that they are a valued part of a supportive group. Relevance: More knowledge about behavioral analytics is better in terms of relevance. With some careful tailoring and consistent follow-up, you can make your marketing really customer-focused. Few Customer Loyalty Metrics Although a loyalty program can simplify the process of gauging consumer loyalty, it is not required. It's possible, after all, that you'll want to evaluate whether or not a loyalty program is worthwhile before launching it. Several key indicators are included below. Did you realize a 25%-95% boost in earnings is possible simply by retaining 5% more customers? * Having loyal customers may be quite profitable. However, that begs the question: how? Customer loyalty might be difficult to measure. Loyalty is an emotion, and it's not always easy to turn qualitative evaluations like those into hard data. Several measures exist that can help you obtain a clearer view of your consumers' loyalty. Down below, we'll discuss customer loyalty measures and how to put them to use. 1. First, the Enrollment Rate The rate of enrollment is the first. There will be a gradual increase in the number of clients who become aware of your loyalty program. They will learn about it through the different distribution methods you choose. You're going to sell your loyalty program to potential members by outlining all the perks they'll receive as part of your membership. A membership is a membership, regardless of whether or not it costs anything. It's like to joining a club; members should preferably apply to become part of the loyalty program. One indicator of success is the number of new members added to the loyalty program as a result of advertising and other efforts to convince consumers that they would benefit from becoming members. That being said, tracking the pace of new members joining is the first indicator of success. However, that isn't enough by any means. 2. Rate of Activation and Engagement Next, compare the percentage of active members to the percentage of total members. While a high enrollment rate may seem impressive, the true measure of success is members' continued participation in the loyalty program once they've signed up. Who among you still remembers watching that show? The average person joins over 20 different loyalty programs, but only uses three of them regularly. Members need to be actively involved in the group. You must find ways to occupy their time. Covering and incorporating the whole customer life cycle within the loyalty program is one of the few methods we recommend doing this. This isn't just about the money changing hands. The totality of the customer's experience is at stake. Your loyalty program's engagement and activation rates can be improved by rewarding customers for their participation through a variety of touchpoints spread out over the course of their trip. That's why we also pay careful attention to that measure and work hard to enhance it. 3. Rate of Repurchase The rate at which customers come back to buy more is the third indicator. A negative churn also represents this one. How often consumers engage in what you deem a conversion relies on how you define that term and how you measure the success of your loyalty program over time. If the conversion is a sale, then how frequently are they making purchases and how often do they return to make more purchases? How much less churn is there as a result of the continuity program, if any? Also, this is the reason why your turnover rate is negative. Another indicator of your program's effectiveness is the rate at which customers come back for more. You should also make sure that your members have a greater rate of repeat purchases or repeat conversions than your non-members do, and that your churn rate for members is lower. 4. A Member's Monthly Expenditures on Average The average amount spent by each individual member is the fourth metric to analyze. Therefore, it's not enough to just have your members make more purchases. It's crucial, too, that people invest more money into repeat purchases from you. And it is taking into account or presuming that you have a program based on conversions. However, the length of time they remain with you is still a factor, even if the show is continuity-based. Which means that's how we'll be gauging success here. Thus, the performance of your loyalty program may be gauged by looking at metrics such as average expenditure or average membership duration. 5. The Value Over a Lifetime Lifetime value is an excellent indicator of program performance since it considers not only how much money customers spend but also how often they buy and for how long they continue to use the program. As a result, we monitor and work to enhance the loyalty program based on the lifetime worth of the member. The first five indicators are now widely used. We constantly broach the subject of them. You might have perhaps seen them somewhere else. There are five more indicators that are a little different from the previous ones, but we still use them to gauge the performance of your loyalty program. 6. Consistent Buyers Account for 6.0% of Business The proportion of revenue that may be attributable to your dedicated customer base is the sixth most important metric. This is a crucial indicator to consider. In 2008, while the economy was in the middle of a slump in 2008, 2009, and 2010, 80% of Zappos' sales came from their current client base. The number and proportion of sales that can be ascribed to your loyal clients is a wonderful indicator of the program's performance. Whichever metric you choose to assess sales volume, please explain how that is growing as a percentage of total sales. 7. Members' Rates of Organic Profitability If your members are genuinely interested in your program and the rewards you offer, they will return to your website, app, and channels without any further enticement. There's no way to attract them through sponsored search. They won't be attracted to your email marketing campaigns. You won't find them by looking around at other stores. Without any other motivation, they will return to your website, app, shops, or channels to make further purchases. That's the natural method of doing it. You can tell that your customer loyalty program is succeeding if that metric is rising. 8. Decrease in Discount Rate, Number Eight The decline in discount fees is the next crucial indicator. Sales are a route to rock bottom prices. Customers will be more likely to return if you offer discounts regularly. When you stop offering discounts, customers stop coming. This is a typical strategy in email marketing, and it is especially frequent among businesses who offer discounts or other incentives to members, customers, or email subscribers who repeatedly make purchases from them. People stop converting as frequently once you stop sending promotional emails. Loyalty programs are useful since they encourage customers to make purchases regardless of whether or not a discount is currently being offered. Members who are already committed to the brand are more likely to make repeat purchases. Prime membership on Amazon is a prime example. No longer do you rummage around for the best deal. After using Prime for a while, your brain will automatically direct you to Amazon whenever you need to conduct a search, so you'll never bother looking elsewhere for a better deal. One great indicator of a successful loyalty program is a gradual reduction in discounts as loyal customers continue to make purchases at full price. 9. Percentage of Customers Who Would Recommend Your Services Your rate of advocacy or referrals is the next critical metric. What percentage of your best customers have brought in new ones through word of mouth? Do your most devoted consumers recommend your business to others, encouraging them to check it out and, perhaps, become members, buyers, or subscribers themselves? If so, it's a sign that your rate of advocacy and referrals is increasing. That's a fantastic indicator of how well your loyalty program is doing. Make your customers more loyal by offering them prizes. If you've read this far, you're presumably hoping to find a way to boost client loyalty. Although there are several approaches to client retention that might help, a rewards program is the most efficient method of boosting customer loyalty. You are well-equipped to begin turning your top consumers into loyal ones with the help of some terrific KPIs and a fantastic rewards program. ...
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Why Location-Based SEO Works Better for a Healthcare DTC Brand
The mass digitization of commerce has widened the market globally. The consumer’s attitude has undergone a huge transformation as well. While people still value word of mouth favourably, the population that has turned to the internet for suggestions has soared exponentially. According to a study, 82.8% of patients rely on search engines to discover and connect with healthcare professionals, it has become crucial to secure top rankings on prominent platforms like Google and Bing. Previously, achieving a coveted position in the top five search results demanded high-authority backlinks, substantial organic traffic, and an impeccable reputation. However, with the advent of Google's local 3-pack and the growing significance of local SEO, even smaller medical practices can now emerge at the forefront of search engine results pages (SERPs). By following our expert advice and implementing these strategies, healthcare providers can harness the full potential of local SEO to significantly enhance their online visibility and successfully attract a steady stream of patients. What is Local SEO? Local SEO, also known as local search marketing, plays a crucial role in optimizing your website and directory listings to drive targeted local traffic. By targeting users with local intent, such as those looking for local services or businesses in their area, local SEO increases the likelihood of conversions, such as scheduling appointments or making purchases. While local and organic SEO are interconnected, they require different strategies and optimization techniques. Local SEO primarily focuses on location-specific optimization, ensuring your business appears prominently in local search results. On the other hand, organic SEO focuses on overall content optimization to improve your website's visibility in search engine results. To maximize the effectiveness of local search marketing, it is essential to work with a marketing team that specializes in your industry and possesses expertise in local optimization. Their deep understanding of your local audience will enhance brand awareness, increase recognition, and elevate your business listing to the coveted position in Google's Local Pack. Securing a spot in the Local Pack significantly boosts your visibility and increases the chances of attracting relevant local customers. Local SEO and Healthcare Providers Effective implementation of local SEO can greatly enhance the overall online experience for patients, from initial research to appointment scheduling. By incorporating various strategies, healthcare organizations can ensure a positive user experience. These strategies include maintaining complete and accurate directory and local pack listings, developing an informative and user-friendly website, creating localized website content, optimizing the website and blog with relevant keywords, implementing robust technical SEO practices, and establishing a prompt review and response strategy for patient feedback. For healthcare organizations managing multiple locations, local SEO plays a crucial role in building trust with the local audience. The primary objective is to boost the visibility and credibility of each practice and physician by providing consistent and accurate information. When healthcare clients enlist the expertise of our healthcare SEO professionals to enhance their local search marketing, we typically initiate the process by optimizing the Google Local Packs. These packs comprise a collection of similar businesses that appear prominently on Google's search results page. For instance, if a user searches for "Women's Health in Los Angeles, CA," a group of businesses matching that description within a mapped area will be displayed in the Local Pack. Why do Healthcare DTC Brands need Local SEO? The growth of the healthcare industry is closely tied to the increasing significance of online visibility for healthcare providers. In the digital era we live in, an expanding number of patients rely on search engines to discover local healthcare options, making a robust local SEO strategy essential for healthcare providers to connect with potential patients. To emphasize the importance of local SEO for healthcare, here are some compelling statistics that highlight the need for optimization in marketing strategies: Approximately 46% of all searches conducted on Google are specifically seeking local information. This demonstrates the substantial portion of users actively looking for healthcare services within their local area. An overwhelming 92% of users tend to select businesses that appear on the first page of local search results. This emphasizes the significance of securing a prominent position in local search rankings to attract potential patients. Research indicates that 80% of consumers utilize search engines to find local information, including healthcare providers. This underlines the prevalent reliance on search engines when it comes to seeking healthcare services in the local context. In today's digital landscape, a significant portion of patients, around 33%, use mobile devices such as tablets and smartphones to research and book appointments. Optimizing for mobile search is crucial to cater to the growing number of patients using these devices. Personalization is increasingly important in advertising. A substantial majority of smartphone users (67%) and tablet or computer users (72%) expect advertisements to be tailored to their specific zip codes or cities. Implementing local SEO strategies enables healthcare providers to deliver targeted and relevant content to their intended local audience. These statistics underscore the importance of incorporating local SEO techniques in healthcare marketing strategies. How Can You Rise to the Top? When users search for local healthcare services, Google presents a user-friendly map with three conveniently pinned local businesses. The selection of these businesses is determined by Google's local algorithm, which takes into account three critical elements: proximity, prominence, and relevance. Proximity refers to how close your business is to the user's current location. The closer you are, the higher the chances of appearing in the Local Pack. Prominence is a measure of your business's popularity and reputation in the local market area. Google considers factors such as online reviews, ratings, and overall online presence to assess prominence. Relevance is determined by how well your products and services align with the user's search intent. Ensuring that your content is relevant and meets the needs of your audience is crucial. Local SEO requires more than just targeting the right keywords. One needs the importance of high-quality, relevant content. Putting yourself in your audience's shoes and providing the best answers to their questions is key. To achieve visibility in the Google Local Pack, it is important for your business to appear whenever users in your local market area search for the products or services you offer. Let's explore the top ranking factors that can improve local SEO for your brand. 1.Google Business Profile (GBP) A Google Business Profile is a valuable asset for people in the healthcare industry. It allows nearby customers to easily find your business when they search for relevant keywords. Your GBP provides essential information about your offerings, such as services provided, operating hours, location, contact details, and more. 2.Reviews Patient reviews have a significant impact on local SEO. Google's algorithm considers the quantity, quality, and freshness of reviews when ranking businesses in the Local Pack. Implementing a review strategy that encourages positive reviews can help boost your visibility and credibility. 3.On-page SEO On-page SEO involves optimizing the content and structure of your website to improve visibility in search engine results. In the context of local SEO for healthcare, it's crucial to incorporate relevant keywords and phrases throughout your website's content. Focus on using keywords that reflect the services you provide and the locations you serve. 4.Links High-quality backlinks are important for both organic and local SEO. When reputable and trusted websites link back to your healthcare website, search engines consider it as a signal of your website's authority and value. Building relationships with authoritative healthcare websites, local directories, and industry influencers can help you acquire relevant backlinks. In Conclusion The space of healthcare is vast, that is not news to anyone. Optimizing your website for local SEO is essential to secure a top position on search engine results pages. By implementing the strategies we've discussed, you can drive increased website traffic, phone calls, and valuable new leads. To effectively monitor your progress, it's recommended to utilize reliable rank-tracking tools that provide actionable insights. While the world of SEO can appear daunting, the time and effort invested in local SEO for your medical practice will yield significant long-term benefits. However, if you find yourself in need of additional time or expertise to manage your SEO campaign effectively, it may be worth considering a partnership with a managed SEO expert. They can offer specialized guidance and support to propel your healthcare DTC brand to new heights. For a comprehensive SEO website audit and to discover how Saffron Edge can assist you in improving your medical practice's online visibility and attracting more patients, we encourage you to schedule a practice acceleration session with one of our team members. Together, we can ensure your brand stands out and thrives in the competitive healthcare market. ...
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5 Tips to Improve Social Media Ads Campaign
Social media for successful businesses has become a trend in the world. Business houses have come to realize that if they want to lead the business market and establish their presence in the online word, they need to execute smart advertising strategies and campaigns. Therefore, advertising has become one of the most essential part of any business if they want to increase their growth and development process. It is important for every business owner to understand the basics of writing a good advertisement. Use of accurate plan and strategies for improving the Social Media Ad Campaignswill help you to generate quality leads. Here are the few tips and tricks which can help you to improve your Social Media Campaigns: 1. Set your campaign goals What are the goals of your Social Media Ad Campaign? Does your business want to increase the number of social media followers, Or generate more buzz online? The first step in the process is to figure out what you want your Social media ad campaign to achieve. Find and Identify your focus on how your ad campaign will help you accomplish your business goals. 2.Choose your social media networks If you have determined the goals of your social media campaign, you will have to choose your social networks wisely for growth and development of your business.So, before choosing social networks for your ad campaign, it is important that you do some research on some social networks so that you can take your right decision. For example, Facebook is one of the best and most used social platforms to advertise on because it is inexpensive compared to many other online advertising networks, commonly referred to as pay per click. Facebook advertisement are also much easier to use than other online Advertisements. 3.Keep your Ad message Simple Always try to use easy and simple language for your Social Media ad campaigns as you only have limited time to communicate the message of the ad campaign to your audience. So, keeping it short and simple is the most effective way to ensure that the whole message is conveyed successfully. 4.Use of Keywords in Ads Do a well-researched survey to know what the viewers are searching for in the industry. This is the reason you can utilize keyword analysis which can help you know more about the interest areas of your audience. You can start your research by going to the Google Ad Words and signing there then hang over the toolbox and select keyword planner. This will help you in right keyword analysis. 5.Highlight your services and products In a Social Media Ad Campaign, you should always try to highlight the advantages of your services over your competitor’s services. Unless you accentuate all the plus points of your services and products, your ad will fail to deliver any value to the potential customers. If you follow all the above-mentioned tips, your social media marketing campaign will definitely improve and you will find good results. If you have any query regarding Social Media Ads Campaign, feel free to contact us anytime. ...
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