2016: Review and a look into our future
Written by Michael Nelson
You aren't alone. It’s no secret that the results coming from social media and paid ads are not delivering the way they used to. We have been fighting to get engagement and it just seems like we are fighting a losing battle. The few likes, comments, and shares we are able to are great but they are clearly not converting to closed business. We are getting thousands of impressions on paid ads only to see high bounce rates and again low conversions. Brand recognition is great but if it does not turn into actual money in the bank, we are just wasting our time.
So what do we do?
As social media feeds are overflowing with wish posts about COVID-19, Conspiracy Theories, Black Lives Matter, Blue Lives Matter, Trump, Biden, and a myriad of other political based articles, that are finding your posts lost in the noise.
People are turning away from social media and outbound marketing efforts. People are no longer finding you on Facebook, Instagram, LinkedIn, and Pinterest. Interruption marketing is becoming a dinosaur and people are wondering how to put their brand assets in front of qualified & interested buyers. So what is working? That is a million dollar question and fortunately we have an answer.
Those that are succeeding in the marketplace are turning their time, money, and resources to three things.
- Organic Search
- Google My Business
- Inbound Marketing Programs.
Let’s dig into this a little deeper.
Organic Search. Organic search has been an effective strategy for a long time but due to the effectiveness of social media and the ability to drive website traffic through paid ads it is something we all let go to the wayside. Staying on top of search was sometimes confusing, sometimes elusive, and oftentimes expensive. With folks turning away from social media we are now finding it absolutely necessary. Buyers are starting their search for most products and services with a quick google search. Yes, some other search engines have a piece but if you look at these numbers provided by Statcounter you see that Google Search equates to 87.61% market share, with bing at 7.02% and Yahoo at 3.38%. I don’t know about you but I think I would rather place my time, money, and resources by fishing in the right pond: Google. Wondering how to increase your chances of being at the top of google pages for your keywords? Keep reading, I will get to that shortly.
One more special note on search: We are now seeing a large increase in video showing at the top of many search results. Especially in certain search categories like reviews, how to videos ,tutorial videos, and videos that are fitness or sports related. The trick is finding a way to adopt these types of videos for your business.
Google My Business. Google my business is highly underused by businesses. We tend to have a set it and forget it mentality, when actually we should be spending as much time working on this as we are social media channels. Think about your own behavior when you run a search and someone's google my business page shows up. All the information here can in many cases forgo the need for them to visit your website. Wondering best practices for optimizing your GMB page? I will put a link to a great article below.
Inbound Marketing Programs. Outbound and interruption marketing are quickly being replaced by systems that are not only automated but effective. Having a system that attracts, educates, and sends interested qualified buyers to you is what is winning the game these days. That system? Inbound Marketing. Specifically Video Inbound Marketing systems is taking the forefront as google (as we said earlier) is often placing videos at the top of search results. More on that in a bit.
Inbound marketing utilizing systems like Hubspot can tie into all of your marketing efforts to produce results. You don’t need to take my word for it though, check out Hubspot’s blog for everything you need to know on why Inbound Marketing is effective.
At the top of that inbound funnel is content. Content, Content, Content. Leading the charge in content right now is video. Video is replacing blog content for the simple reason that people will watch a 1-2 minute video before having to take the time to read anything. You know it’s true because you do the same thing. If a video is tagged properly, named correctly, has a good thumbnail image, and a description that quickly tells you it is relevant, you will pick video over written content more often than not.
So what do you do? You have options but the first thing you need to know is that you need to allocate time, money, and resources to creating content first. Content creation gives you the top of the funnel assets you need to run a successful inbound marketing program. Videos and blogs are those pieces and as we stated earlier google is placing video at the top of many search results. That does not mean skip the blogging. We suggest a combination of both video and blog creation. Creating videos people WILL WATCH and posting them on youtube is only part of the game. While video can be more effective than blogs it is not simply creating a video and placing it on youtube. You need to be sure that titles, tags, thumbnails, and descriptions are on point for what your prospects will be searching. We recommend then embedding these videos into a written blog that discusses the video and maybe encourages a reader to watch it. This allows two pieces of content from every video asset created. It also helps you show up in both video search results and keyword search results. When done properly you can really get great results just with organic search from these efforts.
So where do you go from here? Well I think you should reach out to us for a conversation but my guess is that you are going to do some searches first, probably on Google. Search may even be what lead you here in the first place. This in and of itself showcases what we just discussed.
Blue Panda Productions - Video First
Saratoga Springs, New York
Looking for that link to optimizing your Google My Business Page? Here it is.
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