Super Marketeer: A Guide for Online Marketing in 2016
Mar 06, 2016
10 min read
Table of contents
Being a marketer in this digital era is difficult for those who have little knowledge about the channels that are available today where a marketer can promote their content. Since 2009, a lot has changed over the internet, Google improvising its ranking algorithms, social media coming into picture as a platform for marketing and many more. Today keeping a pace with all these changes have become a necessity for marketeers.
Today the need is to not only be creative in advertising but also promoting the content to the right audience. This digital age is fast changing and we all need to keep up with the changes that take place in the industry and the way our competitors think and strategize.
Being a one-dimensional marketer is simply not good enough to compete in the B2B world
Before 2009 marketers could get away by being creative powerhouses, but today its just not enough to be good at just being creative- today we have to become Hybrid Marketers. There is absolutely no profit earned from excelling in just one area- direct mail or email marketing, instead we have to integrate the old and new marketing strategies and create a master strategy that is a combination of many marketing channels.
The specifications of becoming a good marketer in 2016 is not limited to creating good campaigns, but he/she must be able technologists, savvy number crunchers and social media regulars and keep up with the updates that take place every now and then on the various marketing channels. Combining all these skills and how they fit together will help in propelling a brand forward and led prospects from the top of the funnel to the bottom(generating sales).
A marketer should be good at these:
Content
Creating a good content has not changed even with the onset of the digital age. Being creative is the first and foremost basic requirement of becoming a marketer and hasn’t changed much over the years. All that has changed is the creation of display ads to be put up on various channels: website, social media channels, banner ads, or billboards.
Putting time, and sometimes money into producing quality content that can be used or repurposed over a period of time across the panoply of marketing platforms. A marketer could learn tools like CorelDraw, Adobe Photoshop or should be able to guide the graphics design team about the idea that he wants to see translated into an eye catching content. Social Media and blogs have made it possible for people to make their content viral.
Search Engine Optimization
Search engines have been gearing up to increase the competition to fight for that first position in search everyone wishes for. In U.S.search market, the share of Google is about 65% and hence optimizing your content for search is a prerequisite to marketing success and getting traffic on your website. A marketer need not have the entire technical understanding about how search optimization works but having a basic grasp will be a boon.
Social Media
On the onset and recognition of these channels in 2009, it was a complete game changer for marketers to serve content on these channels. Social media is a channel that cannot be handed over to an inexperienced intern or an Exec., it has to truly come from the heart of the company as it is serves a purpose of catching eyeballs for marketers but also acts as a reputation management platform for the brand.
A company can anyday outsource this task to the agency ,but every marketer needs a hands on experience with these channels to make the best use out of it. Twitter, LinkedIn, Facebook, Youtube and many more channels have come up with their business pages as an offering for companies to communicate with the target audience.
Marketing on this platform is good but making sure that you comply with the laws of the state also requires hands on experience on this platform. For U.S. , the U.S. Can Spam Act , applies and a marketer should be very well aware of the law before landing the company in trouble. It would be hard to believe but email works 40 times better at customer acquisition than social media, according to report by McKinsey.
Coding
When it comes to online marketing, having a basic understanding about how those good old ones and zeros work to make things happen over the internet will help. A marketer with a basic understanding about HTML5 and CSS, will help in making the website visually better or email newsletters.
Analytics
Back in 2009, tracking and measuring the ROI of the marketing expense was out of question. But as Google made it free for marketers to measure the results of the efforts, soon spending on marketing became accounted for every penny. Many tools came up on the internet and made a marketer’s life easy to measure the ROI of each campaign. Now every marketer can prove the results of spending every penny precisely and design campaigns based on experience. The future of marketers is to become hybrid marketers, or in other words super marketers. We got out of our old ways and bookish knowledge to do something new. But this is for sure that as the online world evolves, keeping an update with the changes happening is a mandate for marketers of future.
Want to know more about why Inbound Marketing is becoming the next level of marketing, drop a mail to info@saffronedge-1c17a3.ingress-alpha.easywp.com, or click here to read more on how you can enhance your inbound marketing strategy.
About Saffron Edge:Saffron Edge is a digital marketing brand with the purpose of assisting companies in improving their Branding and Search Visibility through Inbound Marketing.
A Guide to SEO for DUI Attorneys
Driving under the influence (DUI) charges carry significant implications that can have a profound impact on an individual's life. It is of utmost importance for individuals facing a DUI to seek the assistance of a capable attorney who possesses expertise in this particular area of law. In this regard, your expertise as a DUI attorney is unparalleled. However, it is crucial to ensure that your local community is aware of your professional capabilities. This presents a challenge as, without an effective platform to connect with your target audience, your competitors may seize the opportunity to secure potential clients. To overcome this challenge, it is essential to collaborate with a proficient DUI attorney SEO agency . In this article, we will guide you through the fundamental process of optimizing your website and law firm to achieve higher rankings on Google. With the implementation of tailored and effective SEO strategies for DUI cases, you can effectively reach and assist individuals in need while outperforming your competition. Read on to explore the world of DUI attorney SEO and unlock the potential for success in your practice. What Is SEO? Search engine optimization (SEO) encompasses a series of processes designed to elevate your website from obscurity and propel it to the pinnacle of search engine visibility. According to Search Engine Journal, a staggering 75 percent of internet users never venture beyond the first page of search results. Consequently, if your website fails to secure a coveted position within the top 10, its online presence will yield minimal results. Furthermore, Search Engine Journal highlights the substantial benefits of SEO, with SEO-generated leads boasting a close rate of 14.6 percent compared to the meager 2 percent close rate of traditional leads, such as print advertising. In essence, SEO transcends being merely a good idea; it is an indispensable tool for your success as an attorney or lawyer. How Does SEO Work For DUI Attorneys? Consider yourself as the epitome of skill and expertise in DUI law in Minneapolis. When you search for "Minneapolis DUI Lawyer" on Google, you find your firm dwelling on the second page, occupying a meager 14th position. Thirteen other attorneys surpass you, rendering your website virtually imperceptible. However, with the implementation of a strategic and refined SEO campaign, you have the potential to ascend to the first page, and secure the coveted number-one position. As your ranking improves, you will witness an amplification in both the quantity and quality of leads. This phenomenon can be attributed to two key factors. Firstly, most individuals tend to confine their attention to the results showcased on the initial page of search results, neglecting subsequent pages. Secondly, those who venture further down the list are likely conducting a comparative evaluation of legal services, with an inclination towards price considerations, thereby subjecting you to direct competition with other attorneys. One can augment their visibility, allure a higher caliber of leads, and elevate their legal practice above and beyond the competition by simply employing SEO tactics. How To Go About Initiating SEO for DUI Firms? Prior to delving into the actual SEO work, it is highly recommended to prioritize the installation of Google Analytics and the setup of Google Search Console for your website. Why is this crucial? Simply put, without accurate reporting, it becomes impossible to gauge the effectiveness of your SEO efforts. Fortunately, Google offers these valuable tools at no cost to provide you with the necessary insights. Setting up Google Analytics and Google Search Console is typically straightforward, and most website Content Management Systems (CMSes) offer plugins or built-in features to simplify the process, even for those without coding knowledge. To initiate the setup, you will need a Google account, which can be easily created using a Gmail account. It is important to securely store the account password, especially if you don't regularly use the Gmail or G Suite (Google's professional email and productivity software) account. Additionally, ensure that you have account recovery set up with your primary email. Here are some helpful links to guide you through the setup process for Google Analytics and Google Search Console: Setup Google Analytics Setup Google Search Console For more advanced tracking management, you can also consider implementing Google Tag Manager: Setup and install Google Tag Manager Below are additional links to assist you in setting up Google Analytics and Search Console on common CMSes used by lawyers: Wix Setup: Google Analytics for Wix Google Search Console for Wix Most CMSes have comprehensive help documentation, so conducting a quick Google search should yield relevant instructions if your CMS is not listed above. Depending on your CMS, setting up Goals or Events in your Google Analytics account is advisable to track specific marketing channel performance, such as phone calls or contact form submissions resulting from targeted marketing efforts. A crucial note: If you have previously worked with a website design, development company, or another SEO company, it is possible that you already have Search Console and Google Analytics set up. In such cases, it is advisable to maintain the existing accounts to accumulate valuable historical data for evaluating improvements or declines in your digital marketing efforts. Lastly, a cautionary reminder: Never engage the services of an SEO company for lawyers that insist on being the owner of your Google Analytics or Search Console accounts. It is imperative that they explicitly state in their contract or in writing that you will be the permanent owner of these accounts. Some unscrupulous digital marketers may attempt to hold these accounts hostage, either to compel continued payments or to hinder a reputable SEO agency from assisting you. Avoid such companies, regardless of their affordability or enticing sales pitches. Resorting to extortion is a clear indication that they are not the right partners for your business. What Should You Look For? DUI attorneys should pay close attention to specific data in both Google Analytics and Google Search Console to assess the effectiveness of their SEO efforts. The primary focus in Google Analytics should be on evaluating traffic by source; goal completion by source In the traffic by source report, attorneys can track how website traffic fluctuates over time based on the marketing channels or sources driving visitors to their site. The terms "channel" and "source" are used interchangeably in Google Analytics, with "channel" denoting broader categories of marketing drivers and "source" referring to more granular marketing drivers. For instance, a law firm's website may receive channel traffic from "Organic Search" and source traffic specifically from "Google." The traffic by source report encompasses various sources, including popular search engines like Google and Bing. Here's how to access the traffic by source report in Google Analytics: 1. From the dashboard, click on "Acquisition" in the left menu. 2. Select "All Traffic" in the sub-menu, then click on "Channels" or "Source/Medium" for more granular information. 3. The report will display website traffic performance over a selected time period, presenting metrics such as Users (unique devices), Sessions (occurrences of browsing), Behavior metrics, and Conversion metrics. Becoming familiar with these report views and understanding the elements of reporting will enable attorneys to interact effectively and provide feedback on their SEO campaign. In Google Search Console, attorneys can utilize various helpful reports, including error reports highlighting potential issues with how Google perceives their site and ranking reports. Focusing on ranking reports is particularly crucial for monitoring the progress for those new to SEO. To access ranking reports in Google Search Console: Log into Google Search Console. Click on the "Performance" tab in the left-hand menu to view the dashboard. Within the performance tab, keep an eye on the following key metrics throughout your SEO campaign: Average Click-Through Rate (CTR): This metric indicates the percentage of users who choose to click on your search result when they view it (impressions). Average position: This is the average ranking of your site in Google search results. Note that an average position may decrease in a successful SEO campaign if it involves prioritizing the right keywords over higher rankings. A strategic focus on targeted keywords can drive better lead generation. Queries and Pages: Monitor the "Queries" and "Pages" tabs to analyze the search phrases (queries) on which your site ranks and receives impressions or clicks, as well as the specific pages that rank for those terms. Directories to Look Out For When it comes to directories to conquer local SEO , one of the most important platforms to focus on is Google My Business (GMB). GMB is a profile page that allows you to create a business listing. Having a GMB profile offers several advantages for your regional ranking in different areas of Google, including: Traditional search results page text listings Local map listings (which often appear for local search queries) Featured snippets The Knowledge Panel Claiming, optimizing, and monitoring your Google My Business profile can increase your visibility in these areas and provide you with greater control over the information displayed about your business. Google Maps, in particular, frequently displays GMB profiles. Claiming your listing can help you ensure the accuracy of contact information, business hours, and other details. This is crucial because anyone can submit a business to Google Maps, and without an actively managed GMB profile, you may have outdated information, negative reviews, or even unauthorized edits made by competitors or bad actors. Once you have claimed your listing, make sure to update the following essential information: Accurately represent your business name, including incorporating relevant keywords (within Google's guidelines) and consider setting up a DBA (Doing Business As) if necessary. Verify that your website is correctly linked to your GMB profile. Update your business hours to ensure accuracy. Double-check your contact information to ensure it is up to date. Upload high-quality photos of your office, building, or nearby landmarks to enhance your profile. Write a concise and keyword-rich description of your law firm and practice areas. Make periodic shorter posts on your GMB profile, similar to social media updates, to engage with potential clients. Share promotions, discounts, or incentives you may be offering. Encourage past clients to leave reviews on your GMB page and consistently ask for positive reviews from satisfied clients. Positive reviews and ratings can influence rankings in certain contexts. In addition to Google My Business, also look out for Google Tag Manager. Google Tag Manager is a tool that helps manage tracking codes and pixels on your website. While not directly related to directories, it can be a valuable tool to streamline and manage various tracking and marketing tags across your site. Optimizing your Google My Business profile and effectively utilizing Google Tag Manager can enhance your online visibility and strengthen your digital presence. In Conclusion Implementing effective SEO strategies is crucial for DUI firms aiming to expand their online presence and attract more clients. Optimizing their websites, focusing on local SEO, and employing the power of Google My Business can help DUI attorneys significantly to improve their rankings in search engine results and increase the chances of being found by potential clients in need of their services. To achieve optimal results and navigate the complexities of SEO, partnering with a reputable SEO agency like Saffron Edge can make all the difference. We specialize in providing tailored SEO solutions for DUI firms, helping them rise above the competition and establish a dominant online presence. With our expertise and comprehensive approach to digital marketing , Saffron Edge can help DUI attorneys enhance their visibility, generate high-quality leads, and ultimately drive the growth of their practice. Don't let your firm go unnoticed in the vast digital landscape. Take the next step towards a successful SEO campaign by contacting Saffron Edge today. ...
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Essential Legal Marketing Mistakes That Hurt Your Online Visibility
With online businesses becoming more and more popular, it is more important than ever to have a plan when bringing your law firm into the online sector of the market. Most people usually think that the hardest part of creating an online business is the site-building and hosting process, but the real work starts long before you even get your website online for viewers to see. There are a variety of legal marketing strategies to keep in mind, as well as a faux pas to avoid as early as the planning stages for your website. Here are five of the most common and most detrimental mistakes people make when transitioning their business to the web. A Lack of Research --> The biggest mistake beginners tend to make when building a website is that they don't do proper research on both the focus of their site, as well as on the competition. When making an online business in general, finding a niche topic that has a potential interest is key. While this mostly relates to subscription or ad-based sites that draw in revenue per click or subscription, many of the basic principles can apply to your law firm's website. Finding a niche approach or direction for your site can help increase your odds of being discovered organically online. On the flip side, you also don't want something that's completely over-saturated to the point where you're doomed from the start. Finding a creative spin on how you advertise your firm and landing in that sweet spot between totally obscure and overly saturated is key. Poor Quality Content This is a big issue for almost any site, regardless of model or purpose. Many sites just use SEO services to find keywords and then just cram their content full of them with little regard for the actual content quality. This results in a barely readable mess that, while it might get the initial click, won't retain customers, and actually drive them away pretty quickly. If you were just looking for clicks, this technique might have been fine in the past. Unfortunately, Google and other search engines have started picking up on these shady digital marketing practices. Google's Panda update has completely revised portions of their search engine to target such pages and drop them back down to the bottom of the search results list, promoting quality content that people actually would want to read. With that in mind, plan out your content, and put as many keywords in as you can get naturally in the article. Once the keywords start getting in the way of readability, you've overdone it. Improper Marketing While overstuffing your pages and creating duplicate pages just for more keywords is definitely a bad thing, that's not to say you should ignore page optimization altogether. The key is to find a happy medium between keywords and readability. Using keyword search and SEO service tools, find the keywords that best fit your content, and use only the ones you can fit naturally into said content. For example, if you specialize in criminal law, don't try to stuff the words criminal and law into every available opening on your main page. It will make the content clunky to read, and at the same time come off as obvious keyword stuffing. Just mention criminal law in key places where it makes sense to empha it, such as when introducing your firm and your services. Doing this will ensure you have quality content while still maintaining enough keywords to keep your listing high on the search engines. Using more keywords that are geared towards your target audience is also a great way to get traffic from people who are looking for specific content. Getting viewers like these is more likely to result in repeat visitors, as they already have an interest in your content, and if the content you provide is of high quality, they are more likely to have a positive experience and either look at other articles on your site or bookmark it to explore later. While SEO and keywords can take some time to build traction in terms of increasing hits, and it can take a lot of effort to cater your site to Google's new standards, but the payoff is cost-effective marketing and visibility through achieving pole positions on Google SERP. Start a Law Blog While having a website is a great way to let people know about your firm and the services you offer, setting up a law category blog is a great way to demonstrate your expertise. While you'll want to avoid blogging about specific cases you are working on so as not to break confidentiality and client privilege, commenting on major cases in current events, as well as general law topics such as things to keep in mind or checklists for what to do in certain legal situations (such as steps to take in a divorce, how to best respond to a civil lawsuit, auto insurance law, etc.) is perfectly fine. The rewards of setting up a law blog are multifaceted. First, as stated before, it lets you demonstrate your expertise in your field, proving that your firm is a solid investment for customers looking for legal aid. Second, blogs allow for open discussion, allowing you to answer questions directly and give general legal advice where possible to readers of your blog. The final benefit, though not as beneficial to the firm and customer growth, is that you can garner an income based on ads run on the blog itself. When it comes to topics, stick to what you know best, as well as what you find most interesting. For example, if you are an injury and liability attorney who primarily handles auto accident cases and the like, consider writing an article that breaks down liability law into layman's terms. This will provide your potential clients as well as anyone with a general interest in liability law the groundwork they need to assess whether or not they even have a valid case before coming in for a consultation. This also means less time spent with clients who refuse to believe they have no case for one reason or another. You'll still get a few who can't be reasoned with, but having an article that clearly explains the nuances of liability laws in your state will cut down on those cases considerably. The same kind of article can be written for most disciplines of law, breaking down the basic foundations of building a case and when the best time to get a lawyer involved would be. Lazy Visual Design The last piece of the puzzle is how your site actually looks, and the first impressions users get from using your website. One big mistake people make starting out is thinking that being original means shattering the mold when it comes to conventional design standards and concepts. While it's okay to experiment a little bit, adding a slightly unique twist to make your website engaging, you should try to stick within the fundamental rules of web design. Have a logo in the header of each page that links back to your homepage, put the navigation bar along the left side column or along the bottom of the page header, and keep your design simple and streamlined. The last thing you want is your page to be so flooded with images and clip art that it ends up looking like those old Geocities pages from back in the mid-90s. On the topic of images, it's also good to have a solid legal marketing strategy when it comes to assets and site design. Just because it pops up in a Google image search doesn't mean it's free to use. If you use a lot of visual elements such as product photos or stock imagery, consider either contracting a photographer for product photos or purchasing an account for a stock image website where you can purchase images for use. The last thing you want is to be hit with a copyright lawsuit for using images you didn't know weren't royalty-free. This mistake is especially embarrassing considering you're likely advertising your law firm, so you'll likely take a bit of a blow to your reputation on top of all those fines and legal fees from the DMCA and copyright suits. While these tips give a general idea of what pitfalls to avoid when bringing your business to the online sector, they only scratch the tip of the iceberg. If you're just starting out, do some research on SEO services and optimization, Google's Panda updates, along with some basic web design principles before you even start working on your site digitally. Work out a basic theme on paper, including a brief content map with the different content ideas you are interested in, and a rough layout of a page draft and web map going over the core pages that will make up the framework of your website. Once that's done, start your research, and after you have a marketing strategy and focus points for your content, begin site-building. ...
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How Is the BOT Model Helping Global Companies Expand Post Pandemic?
Source: Freepik The impact of COVID-19 has been disastrous. Several people lost their lives, many lost their jobs, and above all, the entire global economy got a setback. However, amidst all these issues, this pandemic somehow resulted in certain improvements on environmental and humanitarian grounds. The same goes for the business sector. On the one hand, Covid-19 made some brick-and-mortar businesses shut their stores. On the other hand, the pandemic has had an indirect positive effect on the adaptability of the business. According to McKinsey, companies are digitizing their internal operations. The fast-evolving landscape for growth has pushed DTC businesses to look for tools and tactics to get an edge over their competitors and combat challenges. One of the key challenges companies are facing is building an agile and skilled digital team that can accelerate their business growth. Many companies hire a digital marketing agency to enhance their online presence and revenue. This is a good strategy, but if your business is expanding, it’s good to go with the BOT model. What Is a BOT Model? The BOT concept is nothing new. Instead, this business model has been utilized by companies for several years. However, BOT has mostly been preferred by the IT sector to increase their capabilities and expand their business. But now there’s good news for D2C brands; Saffron brings you the BOT model designed as per the dynamic DTC landscape. But what exactly is BOT, and how can it leverage your DTC Business? Well, BOT stands for Build-Operate-Transfer. The business model is basically an integrated partnership between the DTC brand and the agency providing BOT service. You know how difficult it is to build a team that stands on your objectives. But you are not alone - around 75% of companies are struggling to optimize their talent acquisition process. This problem can be squared away by BOT. DTC brands like you can contact our experts and let us know your requirements - what type of talent you are looking for, what’s your budget, etc. After understanding what you want, our recruiting team will create Job Descriptions and upload them on various portals and our channels to find the right talent team for you. In addition, we have access to a pool of talent that makes hiring easier and faster. Once we get enough job applications, our HR team starts shortlisting candidates based on your requirements. Furthermore, we will conduct one-on-one interviews and exams, including aptitude and skill tests (per your industry). We also do background checks and test the team/expert on various verticals. After selecting the team/specialist, we will teach and upskill them so that they can cater to your needs. The team/expert will operate from your office but under our control. They will do all your daily tasks as per your business process and workflow and collaborate with your in-house team. Once the team or expert adapts to your business process and you are assured that the unit can deliver the results you want, you can take control of them fully. After this, the team or specialist will be fully yours and work under your payroll. The whole process of the BOT model is divided into three categories: Build, Operate and Transfer. Let’s understand each phase: Build: This phase includes hiring the right candidate(s). Based on your requirements, we source candidates from our extensive talent pool. We vet each candidate from the ground up and upskill them to make them suitable for your needs. We set up a system so that the team/expert will operate from your office under our control in the most effective and productive manner. Operate: In this phase, we professionally manage and handle your team/specialist so that you can focus on your D2C business roadmap and core activities. We have top minds from the industry who will train and scale your team/expert’s skills and knowledge so that they can provide you with the best results. Transfer: It is the final phase in which you decide to take legal ownership of the team/expert. At the end of the contract period, our team will conduct a scanning of each candidate so that you hire only the right talent for your business. This way, you can try a candidate(s) in your work process without paying a significant upfront cost for onboarding, and hire them when you get assured. Through BOT, you can directly hire a job-ready candidate(s) who knows what things can make your business thrive in the competitive digital landscape. Whether you are looking for a PPC expert, content writer, business analyst, growth hacker, SEO specialist, or practice lead expert, we will help you get access to the right talent. How is the BOT Business Model Helping Global Companies to Expand their Operations? Source: Freepik The BOT model allows companies to get access to the right talent and scale up their business quickly. This business model aims to help companies save money, and the time they might spend on hiring. IT firms have been utilizing this business model for years to enhance their capabilities by building productive, agile, and efficient teams. Now, it’s time for D2C businesses to harness the benefits of BOT’s impeccable power. There are various challenges in the D2C landscape, which can be overcome by hiring a suitable employee(s). But you know how difficult this task is. That’s why we bring you the BOT service that allows you to utilize the power of the talent right from the first month of your contract with us. Using the BOT, you can expand your team and accelerate your business growth. Here are the major perks of using BOT: Flexibility: With BOT, you can easily adapt to the changing client’s demands and get all the required resources within a short period. You will be able to get everything done better and faster. Scale up team: One of the biggest benefits of BOT is that you can scale your team as per your requirement. There is little to negligible chance of hiring the wrong candidate. We will ensure that you only get the best without having to put in any hassle. Risk control and cost-effectiveness: With BOT, the chance of failing in a new market reduces greatly. If you have started a new DTC business, you should contact our experts now and know how we will help you get the talent you are looking for. With us, you’ll get specialists who know all the ins and outs of digital marketing - without going out of budget. Takeaway! As companies struggle to hire the right candidate due to a shortage of employees and an increasing number of post-pandemic resignations, BOT gives you a way to come out of this problem. BOT is an innovative and flexible way of hiring the right talent that suits your needs and stands high on your objectives With us, you can build a team of digital specialists that allows you to RULE THE DIGITAL WORLD. We are the first Indian company to offer BOT services to DTC brands. We have a network of HR professionals and digital marketing experts who have hands-on experience with all the tactics and tricks that can allow a brand to establish itself as a big brand in the market. We have a big talent pool that allows you to build an agile and flexible team faster. So, contact our experts and know how we can help you. ...
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