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Remarketing 101 – A Step by Step Beginner’s Guide

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Remarketing harnesses the power of technology to get your message to indecisive customers again and again, until you almost hypnotically persuade them to take out their credit cards.

remarketing-101

It usually follows this pattern – a potential buyer visits a webpage and for whatever reason, exits the website. They then start seeing banner ads of that website in many different places. This focuses on a psychological marketing principle that is simple and effective: familiarity. The user feels as if he has known the brand for a long time, and starts subconsciously trusting the website and becomes comfortable with it.

If this sounds like vague, mildly interesting marketing psychology that seems to be more of a hypothesis than a fact, the numbers tell a different story. Customers using active remarketing report more than 50% increases in revenue, boost conversion rates anywhere between 200-500% and lower their overall CPA as well.

How Does Remarketing Function?

Setting up a remarketing campaign is remarkably non-technical. Sometimes all it requires is simple Javascript inserted into your website’s coding. When a customer lands on your website, a cookie will automatically be dropped on his computer (which essentially records that he visited your website).

Your ad service providers can recognize that cookie and “know” that your visitor had an interest in your website. They can then send targeted ads of your website to them directly. In essence, the ad service providers are “learning” your customer’s preferences.

The main difference between a remarketing campaign and standard banner ads is this:

  • Banner ads have data that tells them about your visitor’s “interest graph” (based on gender, age, interests, etc) – so they can “calculate” what ad to display.
  • Remarketing banners already know what you like! They eliminate guesswork and work with the knowledge about your past habits, making sure they only get ads of the services they are only genuinely interested in.

Remarketing: Typical Trends

Remarketing translates to hard profit numbers for a huge majority of the customers who integrate it with their standard ad campaigns. Perhaps the most famous remarketing success story is of Loews Hotel Group, who made a whopping 7400% profit off their remarketing costs ($60,000 returns on a $800 remarketing campaign). In addition, their revenue increased 10%, and bookings went up 9%.

These trends are repeatable and predictable all around the Internet as remarketing emerges as a powerful tool that makes full use of psychology and technology to increase profit margins for online campaigns.

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9 Simple Ways to Create Content that aren’t Blogposts

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When people think content production, it’s an instinct thing to want to start writing right away. While that’s understandable, at some point though, you will need to define why you create content and what you’re trying to achieve with it. These decisions do two things:

– They give your content focus and clarity

– They make you a content publishing guru

Content-marketing

At the end of the day, producing and publishing content is a way to build relationships and a community around your business so people feel loyal to you. It’s a strategy for becoming recognized as a thought leader in your industry. And you want the content you create to achieve those goals be it:

  1. Prospecting; generating leads for follow-up
  2. Sales
  3. Marketing; generating interest in your business
  4. PR; building a public opinion about your products
  5. Customer support
  6. And/or thought leadership

When you are just starting out with content marketing, it makes sense to start with a blog. But as you then gain expertise, you can add one or two new types of content. The important thing to remember is you want the type of content you’re creating to check two boxes.

Ask yourself:

  1. Is it something easy to create?
  2. Will your audience appreciate information in that format?

The different types of content

Not including blog posts…

1. Video

With online video quickly becoming the preferred medium for people to satisfy their information and entertainment needs, small businesses failing to include it in their marketing strategies will do so at their peril. If you wish to increase the online visibility and impact of your business, you want a presence on video-hosting and sharing websites like YouTube and Vimeo. The common practice among marketers now is to upload videos to YouTube and these are then re-posted on their blogs. Others create a video blog, or vlog housed on YouTube.

2. Podcasts

It’s a fact of life now that different people consume content in different ways and as a business, you want to get your message and brand out there across multiple channels. Podcasts serve the purpose of adding variety to the mostly text-based content strategy that most businesses use. Podcasts are often published on iTunes, Stitcher Radio or Blubrry. Their appeal lies in the fact that you can listen to them any time, anywhere whether you’re driving to work, riding in a train or even just sitting on the couch in your living room.

3. Webinars

Next up, let’s talk about webinars. As part of your content marketing strategy, you can host webinars and present information to a live audience. You can then use any recording of the event and slides that you used as content on your website, in newsletters and on your product pages.

4. Speeches, workshops & interviews

Marketers, particularly B2B marketers, have, for the last couple of years, struggled with the fact that content is now the key that unlocks all other marketing channels. And fair enough! Sharing quality content makes email messages more likely to be opened and social media more engaging. Workshops and interviews, when implemented correctly, promote both thought leadership and brand awareness.

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How to Recover from a Google Penalty (Manual and Algorithmic)

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It can happen to anyone whether you run a relatively discreet business blog or a successful e-commerce website. You push the limits too far with your link building or you knowingly or unknowingly associate with some low quality directories or forums. It worked for a while so you got comfortable with employing some SEO tactics that are neither white nor black but lie somewhere in the grey color palette.

Then one day it happens!

google-penalty-recovery

You get a not-so-pleasant message in your Google Webmaster Tools account that your site has violated their quality guidelines and that manual action has been taken.

Or, equally possible, you find yourself on the bad end of a new Google algorithm update. Google makes hundreds of changes to their search algorithms each year and these algorithms, in turn, employ more than 200 different signals when ranking pages, any number of which can affect how your site ranks without a manual action by the Google webspam team.

The Common Reasons Why Google Penalizes Websites

1. Over-optimized anchor text

Too many people linking to you using the same anchor text can raise a red flag and cause your website to get penalized for an unnatural link profile.

2. Spammy links

Spammy links from irrelevant websites might have worked in the past to boost your website rankings up the SERPs but this hasn’t been the case for a very long time now.

3. Building too many links too quickly

Have you noticed that when you build too many links in a relatively short period of time, you tend to lose your rankings in the SERPs, which may or may not come back?

4. Junk content

It’s not about creating a large volume of content anymore! It’s about creating high quality content.

The Dreaded Google Penalty

So you think you’ve been hit! You suspect a Google penalty because your web traffic is plummeting. What next?

Well, for one, you need to determine the cause of the penalty. Then, of course, you need to take steps to recover.

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How Web Design & SEO Can (& Should!) Work Hand-in-Hand

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While having an aesthetic appeal is one of the key components of a website, it is only one of the aspects to take into account when it comes to web design. The main concern should always be getting visitors to the site and then working on the statistics when it comes to conversion. Everything else is secondary. When you have a website that attracts a lot of traffic and then converts visitors into paying customers and leads, you know that you are doing something right.

web-design-and-seo

Working the Game Backwards

A lot of today’s web designers use concepts that have already been proven to work. There are certain models that have proven to make your website SEO-friendly while at the same time able to convert visitors into customers. Some of the key components that a website should have that will help lead to these goals include the following:

  • The site is easy to navigate
  • The Google robots can index it easily
  • It is aesthetically pleasing
  • The site shows well on multiple devices
  • The pages load easily and quickly
  • It is user-friendly for visitors

The Infinite Scroll Design

With an infinite scroll, all of the content will appear on a single page but at the same time the page can load quickly. In contrast, with a regular website that has all of the content on one page, there’s going to be a major problem with the loading time. By using a Bootstrap or Backbone framework, however, the content will load as you scroll down. Think of Facebook. The page pops up quickly when you type in the URL and if you’re looking at somebody’s page, more content loads up the further down you scroll. Google loves this type of web design and it’s extremely user-friendly as well.

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