Top 10 Inbound Marketing Trends for 2021
Nov 18, 2020
10 min read
Attracting customers, associating them with your brand, and retaining that alliance is imperative for any business or industry, as long as they are willing to trade. That being said, it has been observed that this step helps a business to conveniently increase their conversion rate and draw potential customers in. It has been termed as Inbound Marketing, which means digital marketing techniques such as content marketing, SEO Dos and Don’ts, social media branding are taken advantage of to deliver a tailored experience to customers. The objective of inbound marketing techniques is to build such a relationship with your fellow customers so that they feel empowered with your growth and continue to engage with your business.
Inbound marketing to handling operational efficiency and trade affairs can be well-imposed in multiple ways, first is to target the precise audience or demographics to shoot up your conversion rate. For instance, if your business is about miniature toys and simulation models, your target audience would be children and their parents, who can be potential buyers.
Attracting the correct target audience lets you present your ideas and solutions to them so they know what they have to purchase. Once the goals are set, the next step comes into action- providing them assistance and guidance during the purchase process. Once your customers gain trust and confidence while trading with you, it creates a chain reaction for new prospects to explore your business. This becomes beneficial for the business and lays a strong customer base.
Source-Unsplash
Account Structure Assessment
An account structure refers to the procedure of maintaining your Google ads account and verifying the stages of its relevance, setting how they should appear and the spot they should cover on a website. Its assessment is important as it allows your business to keep a track of how your endorsement would display on search queries. Evaluating and keeping an eye on the quality scores of your ads help you get in the recommended search results and gradually decrease the price. While you get started with the assessment of the account structure, focus on its key components to fully equip yourself with the best of knowledge and information that helps your business perform better.
- Plan out a particular campaign and align specific ad groups to it. Once this is done, focus on the keywords that are attached to the ads and decide the relevance of the keyword and the search result. Those keywords and search results help draw the audience to your website.
- Once the campaign is set, your next step would be to set several ad groups that would cater to the objectives of your keywords, which is triggering your written text ads and directing the audience to the landing page.
- Then comes keywords that hold the most important role in initiating an ad search. If a person types anything in the search box, it is known as a search query, which is further matched with keywords, and relevant information is provided on the search engine.
- Once your ad is triggered by the keywords, the next step is to come up with effective ad text which is going to be shown when a customer is drawn to your landing pages.
- The last component which is left to ponder thoughts upon is landing pages, where the customer will be directed to. Systematically create your landing page and streamline the relevant information at the customer’s exact reach.
Creative testing
If you own a business, you are acquainted with the budgeting standards and allocations you have to do in each department and zone to ensure smooth operational functionality. You would also anticipate the return on investment from the digital ads. For that to happen, creative content and trials are called for, before putting your stakes. Creative testing helps you to compare ads that use image and text combinations to contemplate if these ads are leading to an increased per-click rate and drawing in the target audience.
As soon as you compare the ads, you will get the results that will help you to decide the ad you want to raise stakes and devote a larger part of your budget. This is functional when your business consists of numerous ads and the comparison activity separate the underperforming ads so you can make an informed decision.
Retention Process Review
Retaining your customers and engaging them with your brand is what we call the Retention Process, which aims at brand loyalty and customer delight. Reviewing your business’ retention process helps you make critical programs to acquire a greater share of the audience that is interested in your business affairs and gives you opportunities to earn from repeated purchases. To create or boost your retention rate, set an affirmative brand style that makes the customer aware of what you have to offer. Once the brand style is established, your target audience will advance your brand name and details with their peers, thus expanding your brand reach unexpectedly.
Target Audience Analysis
Imagine setting up a particular set of the public you want to trade business with- that would be called your target audience, around which your marketing programs, sales figures, and objective study would revolve. Analyzing that target audience is imperative for a business because it helps you to ensure your content is presented to the right people who are captivated. Displaying information to an incorrect target audience reduces your probability to seek greater revenue from your ad campaigns.
It also prepares you for upcoming ad-campaigns, reducing time, effort, and human resources spent on carrying out the designing and staging a campaign in the near future.
Behavioural Testing
Behavioural characteristics such as age, gender, income status, location are considered vital in concluding a large set of people into smaller groups. Once these characteristics are organized in a particular group, businesses tend to trigger them with a specific type of ad campaign to discover their response.
Instead of bringing up numerous ads for the customers and expecting them to familiarize and align their thoughts with them, study your target audience’s actions and strategize with a strong foundation that is built with relevant content you want your target audience to associate with. Apart from the personal characteristics of a person, these ad campaigns also focus on a customer’s search history, last content underwent, session duration, etc to gather collective data for further interpretation.
Lookalike Audience Review
An established business knows its present customer base and strives to identify a larger audience that has similar characteristics and behave to the interests of your business, just like your current market share. The characteristics and features of your extended target audience define your business goals and increase your engagement concerning sales and revenues.
Reviewing your lookalike audience aids your business with an increased pool of new potential customer base and eventually leads to better conversion rates and dynamic business opportunities.
Consumer Path Analysis
Monitoring your customer’s online path on where they have been to on your website and what pages they have gone across precise guides you to observe the customer temperament, their area of engagement so you can take an insight of what their next plan of action might be. It also helps you to establish which pages turn in more revenue for your business and will flourish in the long run.
Analyzing your consumer’s online path requires a strategic move for your business’ social involvement so that you can hone on your brand loyalty, being able to deliver the right thing at the right time effectively, that too across several platforms and via different mediums. Once you have analyzed the consumer path, it will ease the process of determining what your customers fancy about your business and how you can be benefitted from their journey while they are on your website or pages you wish them to land on.
Retargeting Assessment
Marketing is rightly said as the blood of any business- helps you to convert a stranger into your customer by promoting things you offer. Targeting a set of audiences is an important part of marketing which includes evaluating the customer's area of interest, their behavior towards the assets you would trade, or ad campaigns you put.
Retargeting refers to the process of engaging with your current customer base who have already associated with your business, on every landing page they visit. The process includes the usage of cookies that identify your online path and show related ads. Your business could benefit from retargeting assessment in a way that you will be creating an artificial funnel for your brand which refines or brings the same customers back to your site.
Now that you are well versed with the latest trends of inbound marketing, why don’t you give these a go by connecting with us and making the best of a team full of expert marketers? Click here to know more about how we can help you.
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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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What is SEO Semantic Markup and How to Make Your HTML SEO-Friendly?
One element frequently overlooked in improving a website's visibility on search engines is the importance of Semantic Markup. As search engines evolve, they focus more on understanding content's context and meaning. Semantic markup organizes your HTML structure, making it easier for search engines to understand your content's context and meaning. This can improve your site's rankings and visibility in search results. This guide will cover everything you need to know about SEO semantic markup. We'll discuss its significance and benefits and offer tips on implementing it effectively on your website. This information is valuable for experienced developers and curious marketers interested in making their web content more SEO-friendly. What is Semantic Markup? Using HTML elements and attributes to convey the significance and arrangement of your content to both people and search engines is known as Semantic Markup. Semantic markup goes beyond merely presenting information visually; it aims to provide context and relationships within web pages. At its core, semantic markup is about using the right HTML tags for the right purpose. Instead of relying only on generic tags like <div> and <span>, semantic HTML leverages more descriptive elements such as <nav>, <header>, <article>, and <footer>. These elements give search engines and other machines a clearer understanding of your content's structure and purpose. Importance of Semantic Elements for SEO Implementing proper semantic markup can have several benefits for your SEO strategies: 1. Improved crawlability: Search engine bots can more easily understand and index your content when properly structured. 2. Improved user experience: Semantic HTML often leads to better accessibility and usability for your visitors. 3. Featured snippets: Well-structured content is more likely to be featured in rich snippets and other SERP features. 4. Mobile optimization: Semantic markup SEO ensures your content is properly displayed across various devices. 5. Voice search optimization: As voice search becomes more popular, having content with good structure and semantic keywords increases the likelihood of being included in voice search results. In conclusion, semantic SEO services enhance crawlability, user experience, visibility in featured snippets, mobile, and voice search results. Navigation Block Element - <nav> The <nav> element is crucial for defining the main navigation areas of your website. Semantic markup assists search engines in comprehending the architecture of your website and the connections among various pages. Best practices for using the <nav> element: Use it for primary navigation menus. Include links to your most important pages. Keep the structure simple and clean. Where do people go wrong with the <nav>? There are several common mistakes when using the <nav> element: No <p> Tags One frequent error is including paragraph tags within the navigation structure. The <nav> element is meant for navigation links, not for paragraph text. No Heading Tags Another mistake is using heading tags within the navigation. While using headings to structure your menu might seem logical, it's not semantically correct. No Keywords Are Included While it's important to use descriptive anchor text, some webmasters need to take advantage of the opportunity to include relevant keywords in their navigation. When appropriate, try to incorporate keywords that describe the linked page: How do you style the nav if you cannot include heading & <p> HTML? Rely on CSS to style your navigation without inappropriately using semantic elements. Use classes or IDs to target your navigation elements for styling. HTML Tag - <body> The <body> tag contains the primary content of your webpage. It's crucial to structure the content within the <body> correctly for optimal SEO. Best practices for the <body> tag: Ensure all visible content is within the <body> tag. Use a logical hierarchy of headings (<h1> through <h6>). Use paragraph tags (<p>) for text content. Utilize semantic elements like <article>, <section>, and <aside> to structure your content. Footer Tag - <footer> The <footer> element defines the footer section of a document or a section. It typically has information about the author, copyright data, or links to related documents. Best practices for the <footer> element: Use it for site-wide footer content. Include copyright information and important links. Avoid using it for main content or navigation that should be in the <nav> element. Here are some common mistakes we find: Including main content in the footer: The footer should contain supplementary information, not primary content. Overloading with links: While including some important links is fine, the footer should not become a secondary navigation menu. Using heading tags inappropriately: Avoid using <h1> or <h2> tags in the footer, as these should be reserved for the main content. Duplicating content: Make sure that the information in your footer isn't unnecessarily repeated elsewhere on the page. What prevents you from using semantic elements within the <nav> and <footer>? The reason for avoiding certain semantic elements like heading tags (<h1>, <h2>, etc.) and paragraph tags (<p>) in the <nav> and <footer> is to maintain a clear hierarchy and structure of your content. Heading tags carry significant weight for semantic SEO. They should be used to structure the main content of your page, not for navigation items or footer information. Using them in the navigation or footer may cause search engines to become confused regarding the main emphasis of your content. Similarly, paragraph tags are meant for body content. Navigation links and footer information are typically separate from the main content flow, so using <p> tags in these areas isn't semantically correct. Instead, for styling purposes in these areas, use <div> tags with appropriate classes and style them using CSS. This approach maintains semantic correctness while allowing for flexible styling and improving semantic markup SEO. More about <h1> and Heading Markups Headings play a crucial role in both structuring your content and signaling its importance to search engines. Here are some best practices: Use only one <h1> tag per page, usually reserved for the main title or headline. Follow a logical hierarchy: <h1> for the main title, <h2> for major sections, <h3> for subsections, and so on. Avoid skipping heading levels (e.g., don't jump from <h2> to <h4>). Use headings to create a clear content outline. Include relevant keywords in your headings when they make sense naturally. Does structured data Matter? Absolutely! Structured data, often implemented using JSON-LD (JavaScript Object Notation for Linked Data), plays a significant role in assisting search engines in comprehending the content and context of your web pages. Structured data can improve your site's appearance in rich snippets, showcasing details like star ratings, product prices, or recipe cooking times. These rich results can significantly improve your click-through rates from search engine results pages. When implementing structured data: Use the appropriate schema for your content type (e.g., Product, Article, Recipe). Include all required properties for the schema you're using. Ensure your structured data matches the visible content on the page. Validate your markup using Google's Structured Data Testing Tool. What other Semantic elements should you review? While we've covered some of the most important semantic elements, there are several others worth considering for your SEO semantic markup strategy: <article> Use this for self-contained content, like blog posts or news articles that could be distributed independently. <aside> This is perfect for content that's tangentially related to the main content, such as sidebars or pull quotes. <main> This element specifies the main content area of a document. <section> Use this to group related content together, especially when you want to create a hierarchy within your page. <time> This element is useful for marking up dates and times, which can be particularly helpful for event schemas. <figure> and <figcaption> These are great for images, diagrams, or illustrations referenced in the main content. Let’s break through your revenue hurdles We find your primary growth blockers, build expert-led strategies, and provide custom data-driven solutions to help you hit your revenue goals. Set up a 1:1 strategy call When is Technical Debt a problem? The buildup of out-of-date or subpar HTML practices is known as technical debt, and it can impact your website's search engine performance negatively. It becomes a problem when: Your site's structure is difficult for search engines to crawl and understand. You're not taking advantage of newer HTML5 semantic elements. Your markup is inconsistent across your site. You're using deprecated HTML elements or attributes. Your site's performance is suffering due to bloated or inefficient code. To address technical debt: Perform regular site audits to pinpoint areas needing improvement. Stay updated about the latest HTML standards and adhere to best practices. Gradually update older pages to use modern semantic markup. Implement a style guide to ensure consistency across your site. Consider the long-term impact of SEO when making development decisions. Common Mistakes to Avoid in SEO Markup Avoiding common SEO markup mistakes is crucial for improving search engine rankings and user experience. Here are key errors to watch for: Overuse of generic tags: Relying too heavily on <div> and <span> tags without utilizing more semantic alternatives. Misuse of heading tags: Using headings for styling rather than creating a logical content hierarchy. Neglecting the importance of the <title> tag: Failing to create unique, descriptive title tags for each page. Ignoring alt text for images: Not providing descriptive alternative text for images, which helps both accessibility and SEO. Improper use of the <nav> and <footer> elements: Including content in these elements that don't belong there. Neglecting structured data: Failing to implement schema markup to provide additional context to search engines. By addressing these SEO markup mistakes, you can enhance your site's visibility, accessibility, and overall performance in search engines. Let’s break through your revenue hurdles We find your primary growth blockers, build expert-led strategies, and provide custom data-driven solutions to help you hit your revenue goals. Set up a 1:1 strategy call Conclusion To sum it up, think of SEO semantic markup as making your website easy to understand for both search engines and people. It's like organizing everything on your site so it's easy to find. You should use specific labels for your content, keep everything in order, and add extra bits of information that search engines like. This is a good idea whether you’re starting a new website or revamping an old one. By doing this, your website will be easier for search engines to find and people to navigate. Start doing these things now, and you’ll make your website better and easier to find. Book a Strategy Call to discover how Saffron Edge can elevate your website with the power of semantic markup. It’s your time to get noticed by both search engines and your audience! ...
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How Can Your DTC Business Get More Amazon Reviews Using Review Automation?
With the pandemic surge, the online market has witnessed massive growth. It raised eCommerce's share of global retail from 14% in 2019 to approx 17% in 2020. But several brands are still struggling to increase their sales. Most DTC (direct-to-consumer) brands utilize Amazon to reach the maximum audience and sell their products. But with the increasing competition on Amazon, it's become tougher to get an edge over the competitor. As per a report, around 200,000 new sellers signed up on Amazon in 2020, a 45% increase on the prior year (2019). Apart from the high competition, other factors can also affect your sales, like user's rating, reviews, shipping history, etc. But it's a tedious task to send a review request to your customers manually. Are you facing difficulty in leveraging customers' reviews? Read on to know how you can boost your sales by automating reviews on Amazon. What is a DTC business model? Source: Unsplash A direct-to-customer business model is a new form of e-commerce that works on the principle of directly serving the customers rather than giving a certain percentage of the sales to an intermediary organization. In this model, all the brand sales go directly to the brand owners, which rules out the middle distributors and supply chain people who have their own set of margins in the prices. This approach proves beneficial for both customers and business owners as it cuts intermediaries' commissions. And because of this, the customers get the same commodity at a lower price. Difference between a DTC and BTC These models are now a part of the business industry, but they have their own set of principles. In a direct-to-customer model, the brand itself governs everything related to product delivery, from inventory management to order shipping. On the other hand, in the Business-to-customer (BTC) model, the manufacturer would sell the product to a wholesaler or retailer first. And then, the wholesaler/retailer will sell it further to the customers. How can Amazon reviews uplift your business? Almost all of you must've ordered something online at least once. But if we ask you a question, how do you judge an item just by looking at a picture of it? Well, the answer is pretty easy, just by seeing the reviews. Reviews play a crucial role in your business growth. They can either boost or hinder your sales. That's why many business owners keep a check over their customer reviews. However, sometimes your rivals can also take advantage of reviewing and posting false information about your product, which might hamper your sales in the future. Well, to minimize the risk of such situations, business owners have the solution of review automation on their end. But what is it? And how can it help in increasing organic Amazon reviews? Let's find out. What is the meaning of Review automation? Source: Amazon It is an advanced tool that sends automated review requests to the customers who've purchased the product. This tool proves very useful for the seller to segregate the fake and organic reviews. With this tool, you can easily send a review request by clicking on the button "request a review." This will send a pre-written automated mail requesting an organic product review to your buyers. Why should you use Review automation? There are two reasons review automation is so popular and widely used in the online business landscape. Source: Amazon Genuine reviews: Only a person using your product can provide a review to you. So, if you're a manufacturer or business owner and want to avoid fake reviews, then review automation can certainly help you with it. Time-saving approach: Manually requesting your customers for a review is a tedious task. With the help of a reliable review automation tool, you can start the review process by pressing the request review button. You can save a lot of time with the help of this approach and use this time for important tasks, which might be more beneficial for your brand and profit margins. Takeaway! Review automation is an advanced way to keep a tab on your customer's feedback. It allows you to send an automatic review request that will save a lot of your precious time. If you also want to integrate this tool into your Amazon store, reach out to us. Our team of professionals will walk you through our services and develop a tool for you so that you can never miss an opportunity to earn a review. Contact us now! ...
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