When a team starts putting together a successful strategic marketing plan, they know there are certain pillars that must be included or the whole thing will fall apart. Three of these important pieces are Social Media, Content Creation and SEO. They all work together to grow a company’s online presence. Of all these, the tactic most shrouded in mystery and that continues to baffle, is SEO. Search engine optimization is often overlooked because it can be confusing and takes time to learn, but without a proper SEO strategy and marketing plan, the content that has been so carefully created can get completely lost in the online world. This is why having a professional marketing strategy team is so important.
SEO Still a Mystery
SEO (search engine optimization) is always changing. To make online searching more user-friendly, Google is constantly updating its algorithm. This can mean small daily changes to giant overhauls that send businesses that have enjoyed the spotlight at the top spiralling down to the bottom. This is great for the average Google user as it allows for a better searching experience, but a nightmare for a business that has been trying to appear in the coveted 1st page ranking. Luckily, a team versed in Search, like Milgrom Marketing, can assist in making this high page ranking a reality, and help the company get in front of their customers in the online world.
Recently, Milgrom Marketing was able to increase a customer’s visibility on Google by over 2000%. This means a client that was getting lost in the Google shuffle was finally able to be seen more easily by those looking for the product/service in question.
Let’s take a closer look at how we at Milgrom Marketing were able to assist our client in increasing their visibility by such a high percentage.
Step 1: Keyword Research & Competitor Analysis
A keyword is a single word or phrase that people use in their Google Searches. Consider someone looking for “Pink Flower Hats”. Some keywords could be “Pink Flower Hats”, “Flower Hats Pink” or Pink Hats With Flowers”. There are ways to find out which phrases people are using most and which phrases are being utilized most by competitors. The key to a successful keyword for this client was to find keywords of value (those with a high search volume and low competition). We then planned our content and SEO marketing strategy based on these findings.
Step 2: Keyword Implementation into Content
The next step in our client marketing plan was to include those keywords throughout our customer’s content. One big mistake companies make is to use the keywords in just one aspect of the SEO strategy, most of the time just on the website, then forgets about them in other online properties. Milgrom Marketing used the keywords discovered in the research phase and made sure to include them throughout the website (on appropriate pages), AND on the blog, in directories, videos and other important client content. We even dedicated landing pages to target more competitive keywords.
Below is a graph that outlines the growth seen over the 6th months once the plan was implemented:
Step 3: Staying on Top of Google Updates
As we discussed earlier in the post, Google is constantly performing updates to its search algorithm. We know that can affect our client’s search results drastically, so we had to make sure we were constantly in compliance with what Google deemed good search tactics to avoid penalization. Website updates, fixes and changes were made weekly to continue to stay in good standing.
Step 4: Implement a Touch of PR
PR is an important aspect of any marketing campaign. The company name needs to get out there somehow! Traditionally, a public relations plan includes radio and TV interviews, and newsprint mentions, but there are also elements to include from a Search perspective. If implemented correctly, the results can be magic, with high publicity in a fairly short amount of time. To increase our client’s website relevance we issued a series of online press releases, directory optimization (by submitting to various online sources), wrote guest posts for other relevant blogs and used several other similar SEO tactics.
Another very important aspect to note is that this was all following the rules set out by Google, otherwise known as White Hat SEO. There is something called Black Hat SEO, that manipulates and bends these rules. Sure, for a short while you’ll be at the top, but it’s a hard fall if Google’s next update doesn’t like what you’ve done. It can mean not getting found, or even getting booted from Google’s search completely. Playing by the rules can be just as easy, and way less stressful.
Once we implemented our SEO marketing strategy, we monitored the results. If a business doesn’t have the time or desire to track the daily changes and make adjustments, Milgrom Marketing offers a plan to be the watchdog ourselves. In this case, we stayed on top of everything outlined above, and it worked. Our customer went from ranking for 22 keywords to over 450 keywords in less than 6 months. We were happy we could help a client help grow their business, and our client was happy they were finally getting in front of their online audience. It was a win-win for all parties.
Not all businesses are alike. Milgrom Marketing specializes in assisting companies with their marketing plan, including content creation, strategy planning, implementation, video creation and improving search results. We put together a personalized plan that works for YOUR business.
It’s not just those new to marketing that need assistance. Sometimes a marketing department can be overworked and unable to not only create the content needed, but keep up with the day-to-day Google changes that may affect the business online ranking. If you need help with your SEO, book a free consultation today, and see how Milgrom Marketing can help you achieve your online goals!
Generational Marketing: Marketing to Millennials
Marketing to millennials is all about speaking to a potential customer in a way they can relate to, and in an environment you can connect with them in. Therefore, it’s not a stretch to assume that marketing to Baby Boomers is way different than Millennials Marketing. As Millennials become the prime target for companies, marketers are beginning to explore just exactly who this generation is and how to reach them successfully. Everyone seems to have a view on the topic, but one thing is for sure: It’s not easy. In fact, marketing to this group is such a discussed and debated topic that there is an entire two day conference devoted to marketing to Millennials in Australia.
It’s definitely tricky business, but we’re sure you’re up for the challenge.
1. Who Are They?
Unfortunately, Millennials are getting a bit of a bad rap. They’re frequently seen as needy, soft, self-absorbed, and lack the ability to have meaningful relationships outside of their social media pages. But who are they really?
Millennials are considered to be the generation born around the beginning of the 1980s to beginning 2000s, although this is one of those topics in heated dispute. Millennials are smart, savvy, they have little patience, appreciate substance over simple flash, and they deeply care about their causes and community. Think of your Millennial not as hiding in a basement hunched over their phone, but rather as the one out protesting for what they believe in, and climbing the ranks quickly in their company (the no patience part). That’s the Millennial companies need to engage with, rather than the old stereotype.
2. They Are Smart
Millennials are a savvy bunch. So, when you’re marketing to Millennials you better remember that you need to be straight up with them. Flashy pitches with little substance just don’t go over as well as a campaign with emotional ties. Millennials want to feel emotionally connected to the brands they choose, either as an extended statement of themselves, or as a cause they align closely with. Loyalty and trust are the winners here.
Remember that Millennials are not just “kids, either. The Millennial generation technically includes those over the age of 30 as well, so any marketing plan should consider all segments of the generation.
3. They Have Low Patience
Saying Millennials have very low patience may sound like a bad thing at first, but it simply means they’re not going to sit around waiting for services and products on the company’s timeline. The business has to adapt to suit their needs. Remember, this is the internet generation, where information is at their fingertips instantly, and their favourite brands have a team managing their social media accounts almost 24 hours a day. No wonder they don’t like to wait.
Here are a few points to consider in regards to a solid Millennials marketing strategy:
- In regards to your online strategy, make sure everything is mobile-friendly & fast (speed counts)
- They’ll want your service or product when they want it, even out and about, so you better be ready to offer it on whatever platform they’re using
- Make sure your website/blog is as fast as possible, so they don’t leave the site
- They hate being ignored, so respond promptly when they engage with you
- They have no patience for mistakes, so make sure your campaign is air tight (you don’t want your hard work to go viral for the wrong reasons)
4. They’re Unique
Millennials love exploring their own uniqueness and are not afraid of showing it off. They take pride in who they are, and they’re looking for products and services that understand and appreciate the idea of individualism. With individualism comes creativity, so when finding your Millennial audience, think more along the lines of Instagram and Pinterest rather than Facebook. Traditional marketing avenues don’t cut it when it comes to grabbing a Millennial’s attention, either. Here are a few ideas to implement in your strategy:
- Use videos & pictures for that creative edge (also quicker to absorb when browsing feeds)
- Get to know who the “influencers” are on Twitter & consider creating a partnership
- Become an authority in your space to build trust in your brand
- Tell stories rather than simple sell lines to connect emotionally
As much as they share certain traits, Millennials make up everyone from students just getting out of college to CEOs of big business. They’re artists, tech gurus, and business owners, parents, married and single. Basically, your marketing campaigns need to be as unique as your audience. It’s best to segment your marketing plans into separate groups rather than trying to hit them all with one message. It probably won’t be successful.
5. They Care
Perhaps the most important aspect of marketing to Millennials is to truly understand how passionate they are; not only about how they live their own lives, but about how they care for their friends and the world around them. The brands that grab the attention of this generation are the ones committed to making the world better. Think experiences vs. stuff. This is the generation of the tiny house movement, after all.
Millennials want to engage and be a part of a strong community, so social media is the best way to go. It also helps if your brand is associated in any way with a cause. If you’re not currently helping out a charity or other great cause, it’s a good excuse to start. Why not help your business and your community?
Hopefully we’ve helped you figure out how to find your Millennials audience, and given you some tips on how to approach them. The Millennial generation is going to expect the world from your brand, so you better be prepared with a solid reason why they should choose you.
Keep reading the Milgrom Marketing blog for the next chapter in our Generational Marketing series: Marketing to Baby Boomers. And for help with your own social media marketing to Millennials strategy, contact Milgrom Marketing today to get your free consultation.
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