Marketing news, articles and resources for Australian Marketers

Google AdWords: How to Ensure Your Advert Has a High Quality Score

Understanding how to use Google AdWords is vital part for marketing professional these days. It is the most popular form of pay-per-click (PPC) advertising and it allows you to advertise to the biggest potential audience by giving your product or company a more dominant presence on Google. While AdWords can be an incredibly effective form of marketing, it can also become a huge waste of money if your campaign isn’t correctly configured and monitored. As such, the team here at thought that a series of ‘How to’ articles, all targeting effectively Google AdWords strategies, tips and tricks might just be in order. We’ve already run through How to Set Up a Campaign in 10 Simple Steps, so today, we thought we’d run through how Google ranks adverts based on relevancy and quality score. What is AdWords? AdWords is Google’s platform for PPC advertising. It is basically a way for you to pay to have an ad for your company or product appear on a relevant Google search engine result page (SERP). Advertisers bid on specific keywords, so that their ad appears when someone enters the keywords against which they are bidding into Google’s search engine. Users are able to set a budget for their advertising campaign, and only pay when people actually click on their advertisements. Here are a few pertinent statistics for you on the enormous reach that AdWords has these days: Google’s share of the global digital advertising market: 31% Google’s share of the global digital mobile advertising market: 41% Search ad revenue for Google in 2014: $38.4 billion Estimated search ad revenue for Google in 2015: $44.5 billion How Does Google Rank... read more

Marketing Conferences and Events August 2015

With the worst of winter behind us (hopefully) its time to stop hibernating and get out and enjoy all the fantastic marketing events that are planned for August. Attending marketing events and conferences is the best way to meet people, get inspiration and engage in valuable networking opportunities. There’s heaps on offer in August and there’s sure to be something that will attract your attention. Get more information on the events below by checking our marketing conferences and events page or visiting the organiser’s website. If you know of any Australian marketing or advertising conferences, training sessions, meetups, workshops or events that you cant find on our site please fill us in via our quick and easy online form. We’ll upload it as soon as possible and it’s completely free of charge! So, let’s take a look at the marketing conferences and events August 2015. IAPA National Conference August 3  Hilton Sydney, 488 Georges Street, Sydney, New South Wales 2000 Australia A global case study will be presented at the Institute of Analytics Professionals of Australia (IAPA) National Conference, displaying a global case study on how businesses and analytic professionals are using data and analytics to market and drive their businesses successfully. ADMA Global Forum August 4 – August 5 Hilton Sydney, 488 Georges Street, Sydney, New South Wales 2000 Australia The annual two day marketing & advertising conference that brings together the industries’ global leaders who are changing today’s world of data-driven marketing and advertising. To express your interest in attending ADMA Global Forum – Marketing & Advertising Conference, please follow the event website link below to register and... read more

Google AdWords: How to Set Up a Campaign in 10 Simple Steps

If you’re not familiar with Google Adwords, then you’re missing out on an incredible online marketing opportunity. Google Adwords is the most popular pay-per-click (PPC) advertising platform in the entire world. Understanding the ins and outs of Google Adwords is an incredibly complex topic. From creating effective ad groups, and relevant matching keywords to writing compelling AdWords adverts, there is so much to learn and master. But today, we thought we’d start with the basics. We thought we’d take a look at the practical steps involved in setting up your very first Google AdWords campaign. With just a few simple steps, you’ll be on the road to pay-per-click success—it really doesn’t need to be as daunting as everyone makes out. Promise. A Step By Step Guide to Setting Up Google AdWords Step 1 – Create an Account To begin, you’ll obviously need to head on over to the Google Adwords home page. Once there, you’ll need to sign in to your Google account. The ‘Sign In’ link can be found in the top right-hand corner of the screen (see image below). Keep in mind that you will need a Gmail email address in order to sign in to AdWords (or any other of Google’s applications for that matter). So, you may need to set this up first. Don’t worry though, Google will guide you through the gmail set up process, if needs be. Step 2 – Create a Campaign Once you’ve logged in, you’ll be taken to a page that looks similar to that below. As you can see, there are no ‘enabled’ or ‘paused’ campaigns; that’s because we’ve never set one up using this account before.... read more

Statistics for Social Media Usage in Australia: What They Mean for Your Online Marketing Efforts

Almost everyone has caught on to the idea that you need to have an online presence if you’re going to have any presence at all. It’s easy enough to put together a basic website, but to ensure that your website pops up on the first page of a Google search, things gets a little more complicated. You really have to figure out how to make yourself seen and heard in the jungle that is the online sphere. One way to get noticed: social media. Everyone is using social media now; it’s no longer the domain of teenagers and inner city hipsters with a political agenda. Everyone, from 12 year old tweens to 80 year old retirees, is not only logging onto some form of social media, they’re spending a considerable amount of time on it. As such, using social media effectively is akin to having a billboard or an advertisement following your potential customer around all day. The benefits and possibilities extend far beyond simple advertising opportunities. Social media also gives you unparalleled access to your customers. You can interact with them, and vice-versa, in ways that aren’t possible outside of the social media context. You can constantly update them on new products and answer any queries they may have straight away. You can float ideas for products on social media and gauge customer response. And you can even provide a forum for feedback that feels far more personal than sending out customer satisfaction surveys. The key to social media marketing success is knowing where to find your market. If you own a hotel or a restaurant, there’s no point sending out five tweets a day if your customers... read more

Marketing Conferences and Events July 2015

Winter can be tough, but this year, instead of letting the cooler climate keep you indoors, look at it as an opportunity. Why not use your spare time to brush up on your marketing know-how? Use the Winter of 2015 to learn some more about search engine optimisation, or content marketing, or even digital marketing. There’s plenty on, so there’s sure to be something that takes your fancy! You can find out more about the events below on our marketing conferences and events page or check out the event organisers website. If you know of a great Australian marketing or advertising conference, training session, meetup, workshop or event that we have missed please take a few minutes to share it with us via our quick and easy online form. We’ll upload it as soon as possible and it’s completely free of charge! So, let’s take a look at the marketing conferences and events July 2015.   Traffic and Conversion Summit Australia 2015 July 10 to 12, Hilton Sydney 488 Georges St, Sydney, New South Wales 2000 Australia This three day event focuses on marketing, traffic conversion and everything in between. Don’t miss out on hearing from the panel of advisers, speakers and experts.   Connected Consumer: The Future of Digital Retail Experience July 15, Teachers Federation Conference Centre 37 Reservoir Street, Surry Hills, NSW 2010 Australia In a changing customer world, where technology is evolving and the consumer is demanding a more personal touch to their relationship with brands, ‘always on’ technology makes it possible for consumers to interact with brands in new ways, and whenever they want. Find out how... read more

Top Tips for Successful Search Marketing

Search marketing, search engine optimisation, pay per click advertising. It can all seem a little overwhelming. But it really needn’t. No longer are all these fields the domain of tech-geeks and IT wizards. More and more, they really are becoming part of mainstream marketing. And, once you know the basics, all these concepts are very easy to get your head around. What is Search Marketing? Search marketing is a type of online marketing. It covers all efforts to gain traffic and visibility from the search engines (like Google) through both organic (search engine optimisation or SEO) and paid (search engine marketing or SEM) efforts. Search marketing is all about ensuring that, when Internet users type your targeted search term into Google, your website ranks as high as humanly possible. Tips for Successful Search Engine Optimisation Contrary to popular belief, here at, we believe that search engine optimisation (or SEO) is something everyone can do. It’s not witchcraft or dark arts. There’s no secret handshake or initiation ceremony. SEO is simply another aspect of marketing. While we don’t expect that everyone will be able to become an expert, we do believe that everyone can get a handle on the basics. The goal of SEO is not to game, or cheat, the search engines. Rather, it is to create an enjoyable, seamless user experience and to communicate to the search engines that your website is relevant, and includes high-quality material, related to specific subjects. Like the rest of us, search engines (whether its Google or Yahoo or Bing) just want to do their job as best they can. The job... read more

Intelligent Online Marketing Content – Avoid Over-Selling And Repelling

Whether you’re a sole trader or large-scale enterprise, newsletters, blogs, articles and other less intrusive forms of communication are highly beneficial marketing tools. These mostly online information channels not only provide the chance to engage, enlighten and entertain your target audience, but also add brand firepower to your business and its offerings. “Blogging is a communications mechanism handed to us by the long tail of the internet.” (Tom Foremski, blogger) Balance Is Critical To Online Marketing Content An online presence is essential to just about every business in today’s ‘all-things digital’ marketplace. Few would argue that leveraging the many online marketing mediums often nurtures a steady flow of new and unexpected business opportunities. Yet it’s as much about maintaining a healthy balance of discretion vs. direct selling in your online marketing content, as it is about consistently using these digital channels. “Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it.” (Joe Chernov, Hubspot) As Is A Sense Of Addressing Reader Needs Obviously the purpose of online marketing content is to sell your brand. But most readers don’t want to feel submerged in ‘all about you’ data, particularly when it’s solely focused on winning their business. They’re far more likely to feel optimistic towards your business and its offerings if you’ve left them feeling informed and possibly even amused. Learn and understand what the common needs are within your target audience, and keep on subtly addressing them via your marketing tools. Blogs, Newsletters And Articles Are Highly Effective This is where blogs, newsletters and other intermittent online communications can play a pivotal... read more

How Printing Quality Can Affect Your Marketing Message: 5 Common Mistakes Businesses Make

Printing quality can have a huge effect your marketing message. The quality of your marketing material and business stationary reflects on the standards and culture of your business. This can affect buying decisions just as much or even sometimes more than other factors such as staff uniform/dress standards, customer service, product quality and price. Once the customer leaves your business or hangs up the phone, the memory fades quickly and your brand may be one of many competitors who are all competing for the same work. They may however still have your brochures and/or business card to remember you by. The quality of these products you have chosen to reflect your brand will colour the customers memory and can certainly affect their buying decision. Let’s consider this example, if the company sign on your building is looking tired or worn and you are asking yourself whether you can afford to fix it, I would ask whether you can afford not to? How many potential customers have driven past your location, but were more attracted by your competitors marketing message and bought elsewhere? How much is that old or dirty signage costing you in lost revenue? The same is true for your business cards, brochures, letterheads and business stationary. Customers can either consciously or subconsciously judge the quality of your product or service based upon the quality of factors that the can see, hear and touch. A business card with text cut off, not aligned properly, distorted colours or even colour that’s rubbed off the card most likely won’t project the brand image you desire. In this article, I’ll share with you 5 common mistakes that I see... read more

How to Use MailChimp

MailChimp is a simple, but incredibly useful tool for all your email marketing needs. It allows you to create striking, effective email marketing campaigns through simple drag and drop functionality whilst also being equipped with the ability to generate detailed reports on the efficacy of your marketing efforts. It’s very easy to use; but there’s no harm in making an easy thing a little easier. So, here’s a step-by-step guide on how to use MailChimp, for all your email marketing purposes. Before You Get Started – What You Need to Know About MailChimp The good news is that MailChimp will work in most browsers, which saves you from downloading any additional software. Just make sure you enable cookies, popups and JavaScript and you’re ready to go. But, before you start creating your recipient list and customising your layout, it’s important to understand that MailChimp is absolutely anti-spam. This is a good thing, but it means you have to go through a few steps before you can start emailing people. Firstly, you must have tangible proof that every subscriber on your list has asked you to contact them, and that they understand they will be receiving emails from you. Tangible proof does not include verbal permission or email addresses taken from business cards or social media. Third party lists are also unacceptable. This is all set out, and explained in MailChimp’s Terms of Use. MailChimp Pricing MailChimp offers three different pricing levels. So, chances are, there’s something to suit both your needs and your budget. The pricing structure goes a little something like this: Entrepreneur: Send 12,000 emails to 2,000 subscribers... read more

Marketing Conferences and Events May 2015

There’s never been a better time to set your personal and professional development goals in motion. So why not get more involved in the marketing industry at large? It’s easy to do. All you need to do is start attending some marketing industry conferences and events. Not only are marketing conferences and events a great way to expand your knowledge, they also represent the perfect opportunity to expand your professional networks. There are plenty of opportunities to do so in May and June. You can find out some information about the events below on our marketing conferences and events page or check out the event organisers website. If you know of a great Australian marketing or advertising conference, training session, meetup, workshop or event that we have missed please take a few minutes to share it with us via our quick and easy online form. We will make sure we load it up as soon as possible and it’s completely free of charge! So, let’s take a look at the marketing conferences and events for the coming months… ADMA Techmix Sofitel Sydney Wentworth Hotel, 61-101 Philip Street, Sydney, NSW 2000 Australia May 15 ADMA brings you Techmix, an all day event focused on bringing international and local marketing technology experts together to share a wealth of information on the latest marketing technologies and how you can successfully integrate them into your businesses marketing strategies. Facebook ROI: Why it Matters Level 2, 125 Flinders Lane, Melbourne, VIC 3000 Australia May 15 @ 8:30 am – 11:30 am This event brings together a panel of digital thought leaders with years of experience... read more

Why Going Mobile Friendly Is a Must After Google’s New Update

With constant changes in the world of the Internet, it does not surprise any more that there is a rising number of updates, alternations, guidelines and adaptations that are not seen as the most user-friendly ones at first. Even later, some changes have been better to have never happened because their supposedly good impact turned out to be more than average and non-existent, or purely negative. Just remember all those updates on Facebook and YouTube – the advertisements and promoted features that were supposed to make these sites more appealing and interesting to new users, and yet still relevant to the old ones. However, not everyone appreciated these alterations being forced on them – some web pages are more personal than the others and every user feels that he or she should be the person making the decisions about the changes. The same goes for the business websites and one of the most controversial recent updates, Google’s new mobile-friendly one, has not been appreciated unanimously. What does this update include, how does it change the world of small business and what are the changes that the web pages are about to experience? The Mobile Friendly Change In short, what Google has done is change the algorithm it uses to search through pages on the Internet and rank them by their key words and visibility. At the beginning of March, this search engine announced that in the future a key factor of searchability will be the presence or absence of web site’s mobile-friendliness. So, starting from April 21, Google is looking into whether your site has a mobile friendly version or not... read more

How to Write Compelling Online Copy

Writing compelling online copy is a tough job. Not only do you have to create effective copy for an easily distracted audience (that has an enormous amount of information at their fingertips), you also have to please the Google Gods. So, in order to achieve this, you have to craft compelling copy, copy that is engaging enough to make the browser sit up, pay attention, and keep reading. SEO When writing online copy you have to remember that you’re always writing for two audiences – the potential reader and Google. Ignore SEO best practice and your copy will be relegated to the back pages of Google, meaning all your hard work has basically come to nothing. Online copy is only compelling if it compels Google to put it on the first page. SEO is an in-depth topic in its own right and it is well worth the effort to take a course, or pick up a book on the ins and outs of SEO. We’d also recommend checking out this recent article on which summarised Rand Fishkin’s presentation on SEO at Problogger last year. Killer Headline Creating a headline that grabs attention is perhaps the most important skill a copywriter can have. It’s not easy to grab the attention of an online reader. They are easily distracted and always on the hunt for the next page, the next article, the next product. This is what makes the headline so important. There’s no point in spending hours crafting and honing perfect prose for your copy if your headline isn’t good enough to make someone read your article or page. Your headline... read more

How to Use Media in WordPress Pages and Posts

In today’s time-poor, information dense marketing industry, the use of media in pages and posts is an important way to grab and hold attention. So, here is a guide to effectively using media in WordPress pages and posts to brighten up your website. Why Use Media in WordPress Pages and Posts  Thanks to modern technology, we have a world of information at our fingertips. For marketing professionals, this is both a blessing, and a curse. While there are many opportunities available, these same opportunities mean that it is easy to get lost in the crowd. One way to ensure that you don’t get lost in the crowd is to use media in your WordPress website. A well-placed picture, or an attention-grabbing video could be the difference between attracting a potential client, or being lost in the ever-growing sea of pages and posts. Images are a fantastic way to enhance your WordPress website or blog. Automatically, images add colour and vibrancy to your website. They engage your website visitors, and make your website more memorable by helping visitors make an emotional connection with your content. They even enhance SEO (provided you add descriptive file name and alt tags) and, with social networks becoming increasingly visual, website posts with images are much more likely to be shared on social media platforms. How to Use Media in WordPress Pages and Posts  The first step in using media effectively in WordPress, is knowing how to embed media in your pages and posts. Luckily, the intuitive WordPress platform, and its Media Uploader Tool, make this easy. Adding Images in WordPress To add images in... read more

Submissions Open for the 2015 ASTRA Industry Excellence Awards

The Australian Subscription Television and Radio Association (ASTRA) represents the subscription media industry within Australia with over 30 organisations branching across subscription media platforms, channels, suppliers and technology companies. This year they are hosting the 2015 ASTRA Industry Excellence Awards, which is now open for entries. This award night aims to recognise excellence in fields behind the scenes of advertising, marketing and also promotion for the subscription television industry in Australia. “The ASTRA Industry Excellence Awards applaud the wonderful spread of creative talent in subscription television,” Mr. Andrew Maiden, ASTRA CEO, said. Entries for the 2015 ASTRA Industry Excellence Awards are open to TV channels, operators, production houses, media, advertising agencies and other creatives from now until Tuesday, 28 April 2015. This year, there are new award categories that have been added which include: Individual Awards (New Categories) Creative Professional of the Year (in a marketing or communications function) Television Professional of the Year (in a role other than creative, marketing or communications) Rising Star (outstanding individual aged under 30) Team Awards Most Outstanding Advertising Campaign (new) Most Outstanding Corporate Responsibility Campaign (new) Most Outstanding On-Air Promotion Most Outstanding Off-Air Promotion Most Outstanding Social Media Campaign Most Outstanding Public Relations Campaign Most Outstanding Marketing Campaign under $50,000 Most Outstanding Use of Technological Innovation To be eligible, campaigns that enter need to have been created to support the Australian subscription television sector and have also between 29th April 2014 – 28th April 2015. If you’d like to see yourself holding one of these coveted awards in July, make sure you get your entries in before 28th April 2015. To find out more... read more

Is Your LinkedIn Company Page Doing You Justice?

There’s plenty of hype and advice out there about the importance of a well-written individual LinkedIn profile, both for job seeking and general networking purposes. Yet the impact of a professionally crafted, engaging and interactive LinkedIn company page doesn’t seem to win as many headlines. LinkedIn is officially the world’s largest professional online network, with over 330 million members, and more signing up at an average of two per second. In addition, membership of this social medium includes at least one executive from every Fortune 500 Company. At the moment, there are approximately 3 million LinkedIn company pages in circulation, spread across 148+ industries and 200+ countries and territories. The above statistics confirm that there are a substantial number of potential network- and customer-winning opportunities on LinkedIn, particularly if you then consider that around half its members access it daily. Benefits of a LinkedIn Company Page A strategically written, keyword optimised LinkedIn company page that continually shares insights and engages with and addresses follower and customer needs has numerous benefits for most businesses. These benefits include: Stronger brand presence Clearer company ideology A foundation for growing a customer base Opportunity to show industry depth of knowledge Attraction of the right kind of employees Access to online community feedback User traffic to your company website and other social media pages A LinkedIn company page is highly likely to enhance most businesses’ online marketing assets. So, if you’ve been considering creating or updating your LinkedIn company page, below are five handy pointers to help increase your online brand reputation. 1) Individualise Your Business Offerings In addition to establishing your business presence... read more

The Content Marketing Matrix and How to Satisfy Your Readers Needs (as well as SEO Considerations)

Obviously, when you first start blogging, you quickly come to realise that your business niche is constrained and you need readers. So, your content should center on the areas in which your readers are interested. Your content should help your readers, provide valuable information, give them an engaging read or simply market a good idea to them. The end result is twofold: it focuses on the reader’s needs, and also targets your specific business niche. Enter SEO. This is where things become really interesting. Once you have to take SEO into consideration, where does your content criterion fit? How do you write content that is focused on your readers needs, targets your specific business niche, and incorporates SEO considerations? Some experts have devised a solution to this problem: metrics and divisions. Some experts have discussed the idea of dividing content according to what the writer is trying to achieve; others divide it based on reader or visitor needs. This infographic should shed more light on the kinds of divisions to which I am referring: Source: For the purposes of this post, I will focus on reader needs, because I believe these are more important to address. Educating Your Readers This is the most basic, and often the most difficult, type of content to publish these days—not because of the nature of your readers—but because writers and marketers often end up misunderstanding the dynamics of content. Educating, informing or delivering helpful information to readers, whilst remaining in line with marketing objectives, is not easy by any stretch of imagination. Informing readers involves one thing and one thing only: analysis.... read more

Marketing Conferences and Events – March 2015

There’s never been a better time to set your personal and professional development goals in motion. So why not get more involved in the marketing industry at large? It’s easy to do. All you need to do is start attending some marketing industry conferences and events. Not only are marketing conferences and events a great way to expand your knowledge, they also represent the perfect opportunity to expand your professional networks. There are plenty of opportunities to do so in February. You can find out some information about the events below on our marketing conferences and events page or check out the event organisers website. If you know of a great Australian marketing or advertising conference, training session, meetup, workshop or event that we have missed please take a few minutes to share it with us via our quick and easy online form. We will make sure we load it up as soon as possible and it’s completely free of charge! So, let’s take a look at the marketing conferences and events coming up in March 2015… Ad:Tech March 10 – March 11 Hilton Sydney, 488 Georges Street, Sydney, New South Wales 2000 Australia The 9th annual ad:tech Australia conference takes place on 10th & 11th March at the Hilton Sydney, (re)redesigned for the second year running to move the market forward by meeting the needs of Australia’s marketing & media community. APSMA Managing Partner Panel March 11 URS, Level 17, 240 Queen Street, Brisbane, Queensland 4000 Australia Join the APSMA Managing Partner panel as they discuss the value of business development, marketing and communications. We all agree that business development, marketing and... read more

Five Reasons Why Marketing Could Be Your Dream Career

Marketing – it’s the special world of Don Draper, SEO and clever copy, and has served up everything from deliciously shareable gems like ‘the man your man could smell like’ and the ice bucket challenge through to exceptionally catchy (and occasionally irritating) jingles like the Coles ‘little red quote’ ad. Marketing is a force to be reckoned with, permeating much, if not every aspect of our daily lives. And for those of you who’ve got a way with words or a knack for coming up with ideas – marketing could be your calling. Here are five reasons why marketing could be your dream career. 1. Opportunities galore: the digital era In the ‘50s, marketing was all about long copy ads and salespeople knocking at your front door (Avon calling!), but today it’s a whole different ball game. Social media, mobile technology and high-speed internet has opened the flood gates, giving us new and unchartered digital marketing opportunities – and with it has come a bevvy of new jobs. From UX (user experience) designers and PPC (pay per click) executives through to SEO (search engine optimisation) specialists and social media managers, it’s never been easier to find a digital speciality to thrive in. More importantly, industry experts all agree that this is where the future in marketing lies. 2. Creativity aplenty: where commerce meets art While digital may be all the rage, at the end of the day, marketing boils down to two things: creativity and strategy. It’s a great place for creative minds to stretch their legs, and an even better place for business people to understand how clever... read more

How to Use Facebook Adverts Demographic Targeting

Recently we took you through How to Know What Type of Facebook Advert to Use, along with a whole raft of general Facebook advert tips and tricks. But, what we didn’t cover was Facebook adverts demographic targeting. So, that’s what we’ll explore today. If used accurately, you can create highly targeted Facebook adverts, so that you reach the right people to generate more website traffic and (hopefully) more sales or subscriptions or followers. In fact, according to the boffins over at Facebook, by targeting your adverts at particular audiences, it can help you: Find and target the right customers for your brand across specific devices, including mobile, tablet, and desktop devices Deliver relevant messages to the right people at the right time Ensure that you get the most value, and the highest possible return on investment, from your adverting budget by reaching the people that matter most to your company Facebook Ads Demographic Targeting It’s quite easy to use Facebook’s demographic targeting; it just takes a little bit of getting used to. To begin with, you’ll need to set up your advert (just how we described in How to Know What Type of Facebook Advert to Use): Navigate to the Adverts Manager section of your account Click on the green ‘Create Advert’ button in top right-hand corner Select the objective of your advertising campaign Set up your creative, including images and copy Once all your advert basics are set up, it’s time to set up your demographics targeting. All of your targeting options can be found in the same section, aptly entitled ‘Who do you want your adverts to... read more

Keywords Are Key in Online Marketing

Anyone reasonably familiar with social media and other internet forums would already know that keyword optimisation is an essential ingredient in the online marketing mix. Whether it’s for a business website or your LinkedIn profile, using keywords that align with what others are looking for (aka search engine optimisation*) is known to increase your chances of being ‘found’. Avoid Keyword ‘Overuse Abuse’ The use of keywords needs to be strategically thought out in most online marketing content. Their overuse can interrupt the flow of your writing. They could also distract readers from the marketing messages you’re trying to send them. The aim is to attract potential customers and followers through keyword usage, and to then inform and connect with them via the written content. Involve Target Audience Needs Really think about your potential audience’s needs when assessing what keywords are best for your online marketing content. What are the services you’re offering that will address their requirements, and how do these tie in with the wording they’re likely to type in during online searches. Although keep in mind that there’s no point using keywords that don’t properly connect with your online marketing content. Such keyword misuse will most likely disrupt the ‘search and take action cycle’. Keep Monitoring Your Keywords Coming up with keywords shouldn’t be a one-off procedure for organic online marketing content, such as your website. To ensure your keyword usage is reeling in as many online bites as possible, it’s worth conducting keyword analysis on a routine basis. Your keyword database should continually shift and grow based on regular assessment of what words draw in traffic... read more

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