Digital Growth

With the rise of many social media platforms, networking has become very easy thus spreading word about your products or services online can be done with a solid social media strategy. Facebook is known as the best in terms of insights, features and audience. However, just because the platform is great for advertising, it doesn’t mean that everyone uses it thoroughly.

Anyhow, as a brand you have to ensure that you use this platform effectively, in order to avoid wasting your time and resources.

In this article below you can find some tips which can be quite useful in ensuring you have a killer Facebook campaign.

  1. Facebook Audience Insights

The FB audience insight is one of the most helpful features that Facebook has to offer. Basically, it allows you to get information on the type of audience you are targeting. It collects this information from the people who have liked your posts. By doing so, it ensures that you get a clear definition of your target audience therefore, your ad or campaign will reach out and be presented to the right audience.

  1. Multiple ads for different audiences

This feature allows you to create various ads and present them to different audiences or you can simply create an ad and send it to different sets of audiences. This will help you reach out to many potential customers easily. For instance, you can create two different ads for the same product/service and send it to two completely different audiences. Ultimately, the result from this is better targeting, as these ads will be totally different despite the fact that the same product is being presented.

At the end of the day, it is all about ensuring that the product or service reaches out to many people at different platforms and having just one ad might not really have as much impact.

  1. Landing pages with accompanying Ads

Creating an advert without a landing page can be quite frustrating and at the same time confusing for the audience. A landing page provides insight about the product or service being advertised and educates the customers before asking them to make a purchase. Facebook ads are usually not very cheap. You are going to spend money, and you’ll want each click to count. So, just sending them to any basic website without clear direction will simply be a waste of money.

  1. Use striking images

The essence of an advert is to ensure that you capture the interest of your audience. There are entire courses about how to setup a Facebook ad, but not a single word about images, which is unfortunate, as visual content is way more influential than textual content. Images are used to grab the user’s attention, so you should definitely take advantage of this valuable fact.

  1. Establish a budget and a bid strategy

This is the most important tip of all. You have to ensure that you have a good strategy which will allow your ad to reach out to a wider audience. You should also have a budget set, in order to avoid any unnecessary expenses.

To sum up, creating the perfect Facebook Ad is all about understanding the platform itself, and utilising all of its features which you have at your disposal. Luckily, Your Digital Solution is always here to help you. You can simply contact them, and get the best possible business solutions for you.

Most of you probably already know that SEO stands for Search Engine Optimisation. This actually is the practice of increasing the quality and quantity of your website’s traffic through organic search engine results.

In order to better understand the true meaning of Search Engine Optimisation, let’s break down the definition into several parts:

  1. Quality of Traffic: You may attract many visitors from all around the world, but if they come to your site just because Google tells them one thing, and you are totally the opposite, that is not quality traffic. Instead, you should work towards attracting visitors who will be really interested in the services you offer.
  2. Quantity of Traffic: When you have the right visitors from SERPs (Search Engine Results Pages), more traffic is better.
  3. Organic Traffic: Organic traffic is actually unpaid traffic which comes from SERPs.

How does SEO works?

Search Engine Optimisation is a process which optimizes your website in order to get organic (unpaid) traffic from SERPs. So, basically SEO works by you making certain changes to your website content and design which make your site look more appealing to search engines, and appear as one of the top results on the SERP.

Anyhow, even SEO can get quite complicated when it comes to all the factors which may impact your website’s ranking, the basic process is very simple to understand. Search engines aim to provide their users with the best service possible, which means they deliver high quality results that are relevant to what a visitor is looking for.

There are numerous benefits of SEO. By improving your Search Engine Optimisation, you work toward expanding your visibility on the search engines. By doing so, you’ll reach and engage more potential customers, and by creating SEO focused content you increase your chances of getting more targeted organic traffic to your website.

Now, let’s check out some of the main SEO factors which can help with search ranking:

  • Title tag

The title tag tells the engines exactly what the page is about. This tag should be 70 characters (or less) and should include both the focus keyword as well as the business name.

  • Meta Description

Meta description should include your focus keyword/s, as well as provide the readers with enough details about the content, so they can understand what the content is about and if it’s relevant.

  • Sub-headings

The sub-headings make your content easier to read for your visitors while improving your SEO.

  • Internal links

Including hyperlinks or internal links may help you with your SEO and help search engines learn more about your website.

In conclusion, you’ll want to make sure that all of your content focuses on one or two keywords tops. By doing so, you will make sure that your content is relevant and specific.

If you’re not happy with your search engine rankings, feel free to contact Your Digital Solution, as we are always here for you.

 

In general, people find blog content through search engines. Hence, it is important that bloggers apply a successful content strategy by using keyword research. Luckily for you, Your Digital Solution (YDS) is here to help bloggers explore the possibility of using keyword research for writing excellent blog content.

Here’s the ultimate beginner’s guide on how to use keywords in your blogging strategy:

How can Keywords Improve Your Blogging Strategy?

For starters, let’s clarify what keywords are exactly. Namely, keywords are the words you type into a search engine when trying to find content, a product, a service or any other type of information. Hence, bloggers should know what their target audience is searching for and use those keywords into their blog posts.

As a result, since you provide an answer to an existing question, you are far more likely to get much traffic and audience engagement, as opposed to those bloggers who don’t use a keyword research strategy. In short, keywords boost traffic and engagement.

Where to Find the Right Keywords and Which Ones to Choose?

Fortunately, there are many keyword research tools that can help you with the quest. Try UberSuggest or SEMRush. You can simply type in a single word or a phrase and you’ll be given a list of possible related keywords. Alternatively, you can also type in a website and get keywords that the site ranks for.

But, how do you know what keywords would be suitable for your blog post and for improving your blogging strategy? Don’t worry – here’s a list of the top 3 tips for choosing the right keywords:

  1. Choose Keywords with Your Target Audience in Mind

This is a ‘must’ for keyword research. The truth is, a keyword may be suitable for your content, but this doesn’t mean that it matches your target audience. In other words, you should know the age, demographics, and interests of your target audience. So, think about who are you writing for when choosing keywords!

  1. Choose Keywords Based on Their Difficulty Score

Another thing you should do to improve your blogging strategy by using keywords is to choose the ones that have an appropriate difficulty score. This score is assigned to each keyword by the Keyword Explorer and determines the strength of the pages that rank on page 1 for that specific keyword, at that specific moment.

  1. Choose Keywords Based on Their Search Volume

Last but not least, you should know how many people are actually using that keyword to search for information or content, every month. Once you get the search volume estimate you should decide whether to go for a higher or lower-volume keyword. Remember, quantity doesn’t always equal quality.

How to Use Keywords in Your Blog Posts?

Be careful! Repeating a keyword many times in a blog post doesn’t really lead to having a successful blogging strategy. In fact, if you want to rank better in search engines, you should answer the query, not just add keywords to your posts. Hence, we provide you with the best tips for using keywords in your blogging strategy appropriately:

  • Think of keywords as the input, and your content as the output. In other words, answer a question – don’t just include keywords.
  • Pick a topic and try to answer a couple of questions connected to that specific topic. Don’t create separate content for every keyword!
  • Check out your competition, preferably the pages that rank best for your chosen keywords, and think of ways to create better content than theirs.

Final Thoughts

Hope you found this guide useful. But, if you still have some unanswered questions or want to improve your digital strategy, don’t hesitate – contact YDS today!

It’s no surprise that everyone wants to rank higher for their chosen keywords, which requires putting a lot of time and effort into their digital strategy.

According to research, the average CTRs (clickthrough rates) by its position in the Google’s Search Engine Results Pages (SERPs) are helpful for improving SEO investment since there’s a noticeable growth in website visits with better rankings when doing a keywords gap analysis.

The Advanced Web Ranking Organic CTR Research (May 2018)

Now, let’s have a look at three different examples showing how clickthrough rates (CTRs) vary by position based on users intent:

  • Organic SERPs CTRs for Brand VS Non-Brand Keyword Intent

The truth is, CTRs for branded keywords are way higher when compared to non-branded keywords. Here are the numbers for being one from the top three: CTRs from 30% in the first position down to 10% in the third position.

  • Organic SERPs CTRs for Generic VS Long-Tail Keywords

Usually, generic search for different products consist of one or two words, whereas long-tail keywords are four words or even more. And, research shows a higher CTR level for long-tail keywords by 3 up to 5% by position due to the fact that these have less ads and lower competition.

  • Organic SERPs CTRs Variation Based on Intent Type

Similarly, there’s a decline here, too, yet commercial and location-based intent type have the lowest figures. In these intent types, there’s usually more competition from AdWords clicks and from other features, such as maps for location.

Fortunately, the AWR (Advanced Web Ranking) data is regularly updated. Plus, it is fully compatible for smartphone resolution and it offers category breakdown.

The MEC Manchester CTR Research (June 2011)

Let’s move on and have a look at the cross-industry comparison of CTRs by MEC Manchester back in 2011. Here are their findings from the Google clickthrough rates by position research:

  • Brand VS Non-Brand Clickthrough Rates

Back then, research showed much higher clickthrough rates for brand keywords and also presented the way they actually impact the rates in general.

  • Sector-Specific Clickthrough Rates

The findings of the industry reports are actually quite compelling. Research shows a great variation among different sectors. Yet, the top 3 positions still share a very common pattern – more than 50% of clicks.

  • Paid VS Natural Share of Search Clicks

Finally, the MEC Manchester research shows that most of the clicks (94% to be more precise) are on the natural listings regardless of the changes to the SERPs Google has made over the years.

 

 

Have you ever wondered why your efforts to market your products via social networks are not bearing fruits? In this article we will discuss the most common reasons why your social media efforts aren’t getting any results.

1. Disconnect with the targeted market

Even if you have a flashy design and the perfect content, it won’t matter if the right people are not reading it. Successful social media campaigns need more than just compelling content – they must target your ideal audience.

You’ll need to understand exactly what your audience needs and what kind of readers you want to attract. So, before you start your campaign, you need to thoroughly research your target market.  

2. Inappropriate use of Images

One image can be enough to explain a thousand words. Ensure that any imagery you use to represent your brand is on point and in no way offensive or inappropriate as this is how you can easily lose followers.  

3. Misleading Call to Actions

Creating great CTAs is imperative for converting your followers directly into leads. Well placed CTAs are essential if you want to get your followers to click through to your website.

So, the bottom line is, if you want to convert your site followers into leads, you’ll need good CTAs.

4. Incorrect Timing

To generate better leads in social platforms, it is important to ensure that you post at the right time. Posting important information for potential customers when they are not online will impede the visibility of your products hence impacting negatively on returns. Doing some analysis on your social media platforms and target market could be of great help to determine the appropriate time for engaging with your audience.

5. Boring Content

If your content is boring, too long or not coherent, no one will engage with it. It is important that your ads provide concrete answers, solutions and make your potential customers eager to learn more about you.

6. Unrealistic goals

Posting your products and ads today will not make you hit heaven in returns immediately. It is crucial to clearly define your goals, and more importantly, they need to be realistic goals. You shouldn’t look at your social media platforms as something that will bring you millions of potential customers immediately.

In the long run, these platforms may increase your business’s visibility for sure, but this should not be your only marketing strategy. In fact, social media platforms should be an important component of your overall marketing strategy, and support all or your additional marketing campaigns.

For any further assistance with all your business solutions, feel free to contact Your Digital Solutions. The professionals at YDS are always here to help you in any way possible.


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Brisbane get found online

A couple of weeks ago we spoke about Aussie innovation. Innovation comes about because someone is not happy, and they can see a better solution. So unhappy customers must see a better solution too, right?

Well read on because they do! After working with clients on finding their unhappy customer moments, we are finding that it leads to a blind spot you never knew you had, but unfortunately your customers knew all about it. Great news is you can then get on and fix it.

Find your blind spot

We have used the following thought starters to find blind spots to help our clients’ business’ grow. By making a group of unhappy customers happy, we have made the experience for all of their clients better.

Look for the “Friction”

Look for where customers get stuck, frustrated or they simply miss out on some benefit they expected.

1. STUCK: Customers get “stuck” in all sorts of ways. They are typically informational type issues and great spots where digital innovation can help. Approaches such as Six Sigma can help to identify how to improve perform here.

What to look for in your business; Depends on what customers are looking for. Where is your address to collect my order, when is my order arriving, are you open today or what time do you close, do you have this item in stock? This information has to be on your website, it must work on mobile, has to be correct and it has to be updated at public holidays.

2. FRUSTRATED: Points of frustration are where the promise we made to our clients in our marketing is too far removed from what we delivered. This can be in a product feature or in a service delivery. The promise can be made on the packaging or via our sales staff. And hey, we all over-promise at times, getting sales is hard, but overplaying our hand rarely leads to loyal customers (readers of last week’s column on branding should know this). And I think Aussies especially like to call out any BS they see in excess hype.

What to look for in your business; A great example is fast food photographs on the menu board, compared to what actually comes out! Take away their frustration by lending an ear, provide a feedback point such as a “service quality” email address or via social media to capture this sentiment and listen for how you are going.

3. UNMET EXPECTATIONS: Another common friction point is where we are not meeting customer expectations. The hardest thing with these expectations is they can be set by your competitors, and customers that shop around know about them, and they don’t necessarily tell you, they just disappear.

What to look for;  Failing to deliver fully on service promises can be hard for management to track. Ideally you run constant customer feedback surveys. These can be online or via tear sheets that go into delivered goods and services. The best companies do these for every customer interaction because they want to know and understand the problem for one customer today is a growth opportunity for many customers tomorrow.

Turn those frowns upside down

So start looking for the unhappy customers, not dodging them. Actively listen to their frustrations and as you turn those frowns upside down, you might send your revenue line up as well!

 Next week we will cover off how we consciously innovate around the opportunities we have uncovered.

See our other great articles about digital and online marketing below…

Help Your Small Business Grow!

Staying On Top Of Your Digital Marketing Workload

Build Health Client Relationships

Be A Good Gardner For Your Business

Digital Marketing Brisbane

 

Mark Jones is managing director of Your Digital Solution.

If you have a question for Mark, email streetsmarts@yourdigitalsolution.com.au

As first published in Townsville Bulletin, February 11, 2016 12:00am – Used with permission.


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Your world has changed

Not just the world, your world. Because the face of competition has changed. Your business is competing right now with other businesses that are using a host of technology that at best you are not using, but at worst you may not even know about.

Some of the business trends that will allow businesses to achieve lower costs of production, customer service and customer acquisition follow. No business leader who wants to be operating in ten years time can ignore these technology trends.

Artificial Intelligence or AI to respond automatically to customer questions. We are already seeing this as auto-response options in Gmail. The ‘bots’ don’t replace the service staff, but they will augment and displace a lot of the more basic work. Freeing up time for your business to take on more customers with the same number of staff.

3D printing allowing design and production houses to more rapidly create prototypes and concepts for clients and solutions to move forward faster and at lower cost. Already very available, but only early adopters are playing with them.

Customer Centric Design is now key, as is focusing on the right customer. With competition coming at us globally, some of us will need to be the best in the world at something. This requires you to provide a customer experience that can rival any in the world. A tall order, but these global spoils go to the victor.

Remote Workforces are allowing small operations with smart leaders to direct unimaginably large teams of people around the world. Especially small businesses can tap into best-practice thinking at any time and built out support teams very quickly (or reduce them) as projects are won or loss. This helps to manage cash flow shocks, but also to take on bigger jobs than ever.

Augmented Reality and for some Virtual Reality allows customers who are remote to better understand and ‘buy into’ what you are offering. While costly to produce at the moment, the costs are coming down and these products and services have good shelf life.

Application Programming Interfaces (APIs) allow businesses to ‘plug in’ to one another and share data in a 2-way setting to provide up and down stream customer services between delivery partners. For example, Xero (accounting) allows you to plug into Zendesk (customer support) so your support team can see if a customer is behind on their account while addressing their issue. Or that the caller is your most valuable account and needs to be looked after very, very well.

Internet of Things (IOT) is the ability to provide automated sensors that track environments, things and even people. Creating more data for management to make decisions about service levels that win and keep customers. For example a wine shipping company that tracks the temperature of their wine in transit to assure customers it has not been baked and spoiled.

Big Data Analytics allows us to interpret all this data being created and allows management and service staff to quickly see actionable insights to identify high and low value customers, activities and find opportunities to improve the business’ performance. As they say, you can only manage what you measure.

If any of these terms were new to you then take 15 minutes now to research them and consider how your competitors might be using these tools to steal your customers, and of course how you might look to do the same in reverse!

Words by Mark Jones, Managing Director

Originally published in the Townsville Bulletin


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HTTP. You see it everyday the minute you Google something. You’ll also see HTTPS. You’re probably asking what the difference is and why you need to care. Our answer? The  security of your website depends on it.

 

What is HTTP?

This acronym is short for hypertext transfer protocol; the foundation for all communication on the internet. Your computer browser requests information from a server whenever you browse, all enabled by http.

 

What is HTTPS?

It’s the secure version of browser/server communication. This protects sensitive info like credit card details, addresses, and other bits and pieces you don’t want a scam artist to get a hold of. To make the switch, you need to purchase an SSL (secure sockets layer) certificate. It encrypts the data going between the browser and the server. Encrypted information includes:

  • Domain name
  • Server platform
  • Company name/address
  • Customer account information

Making the switch ensures hackers and scammers don’t snatch vital information from browser/server communication. It’s all thanks to encrypting data before the information is sent. To get secure (and more customer trust), purchase an SSL certificate from a Certificate Authority. They’ll take care of the encryption and you can install it on your site. There are more detailed instructions here.

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Get an SSL for security and peace of mind

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You’re a small business owner who wants to grow, get found online, and make a living from your passion. But you need to put in a certain amount of work to help you get there. If you haven’t ticked off any of the items below, it’s time to get started. Now.

 

Audit

Your small business is established, you’re making money and have a customer base…but you feel like you can do better. A DIY business audit isn’t an easy task, but it’s definitely worth the effort.

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Use visual aids to help you along

Reflect on what you want to achieve from the audit. Is it building your customer base? Making more money? Write the goals of the audit down and keep them handy for when you get off track. Common auditing analysis includes;

  • Product strengths/weaknesses
  • Customer buying habits
  • Audience demographics
  • Reflection on your performance vs the competition

What’s the competition doing that you’re not? Afterpay is an example. Not every online retailer does it, but those who do experienced a boost in sales because it’s an option to pay off large amounts in more manageable installments. Online retailers have used this in their marketing to great success.

 

Automate

Financial products like Xero automate invoices, bills, and other statements. When you meet your accountant they can recommend the best setup for you and might even install it in your systems.

The automation process doesn’t only apply to the financial side of your small business. You can use it marketing as well. Automation software like Hootsuite allows you to schedule, set and forget posts to your social media. Mailchimp sends out email campaigns to your selected contacts.

 

Cut the excess

What are you doing well and what needs cutting? This is where you need to get ruthless. Products and services that are returning next to nothing should head for the bin. Focus on what’s doing well and put more energy into it. You’ll save time, money, and stress.

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Write down what’s not working for your business; get ruthless

Meet a strategist

Online marketing strategies work. Google ads, content marketing, and website redevelopments will cost, but they’re necessary. Sit down with a marketing agency and develop a digital marketing strategy. Getting your SEO, website layout, and ad spending sorted will help your small business grow. Getting found on Google is a challenge, but it’s helpful to have the experts in your corner.

Binge reading is a good habit. Look at these;

Staying On Top Of Your Digital Marketing Workload

Build Health Client Relationships

Be A Good Gardner For Your Business

Is Your Business Suffering From Growing Pains?

Digital Marketing Brisbane


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You’ve looked at your website and decided to upgrade. Problem though: you’re not a web developer. Or a digital marketer. When clients come to us, we need them to help us before we can help them. We’ll break down the steps to getting a killer website that not only looks good, but boosts conversions.

 

  • Look at the competition

The competition are your rivals and they ‘set the bar’ in your niche. Part of that standard is having an amazing website of their own. Do some snooping and make notes about the aspects you like. The colour, the menu, the loading speed etc.

Alternatively you can check out the websites in our portfolio and testimonials. Clients that are referred to a marketing agency say ‘I loved (business name) website and want something similar.

 

  • Choose a theme

And stick with it. This is especially important when you’re in the startup phase of your business. Your theme will revolve around colour scheme, logos, and even the type of font you order for your website.

When it comes to website themes, marketing agencies already work of a set theme/layout for every site they develop.

 

  • Work out a ‘wireframe’ with the webdev

The web developers work on your website at both the front and back ends. The front end is what the customers see on their computer. The back end is all the code.

A wireframe is the ‘bones’ of a website. Web developers use it to lay out content and pages on a website. It’s not meant to look pretty, that comes later. At this stage it’s more important to organise the pages effectively so the people visiting them have a seamless experience. Wireframes depict the relationships between information, navigation, and interface elements.

 

  • Provide content

The web developer does the bulk of the work, though the client does need to step in and provide a crucial ingredient.

The content.

As a placeholder for the real deal, the developer uses Lorem Ipsum text until the other content is provided. When the client provides bullet points/descriptions about their business and services, the content writer will turn it into SEO-friendly content.

This doesn’t just apply to words. Content also applies to the images that fill the site. Some clients opt for stock photos. Others have a set of their own they want on the website. When the web developer asks for them, it’s best to send them off as soon as possible.

 

  • Be transparent

This is your business, and your websites. Marketers and web developers are experts in their field, but they just stop short of being mind-readers. Be open about what you want your website to look like and how it should tie into your business goals. Transparency is a web developer’s best friend because they’ll know they’re doing what the client’s asked for.

 

  • Listen to advice

This is your website being built but you can trust the marketing team and the web developer to take it to that next level. They know what draws customers and what drives them away just as quickly.

The aim of your website is to draw in new customers, keep them and boost your revenue. Too many pop-ups, a complicated site layout, or creating something you can’t read on mobile will only increase your bounce rate. Not your conversion rate.

 

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