Best Tools for Social Media Monitoring

Social media monitoring may seem like an impossible task to do on your own. With so many social media networks, users and daily posts, how and why would you keep track of it?

The answer lies in tools and marketing. For the best social media plan, you need analytics to work from. Social media monitoring provides the data you need to come up with insights to update your strategy. Just imagine your next social media campaign going viral, and you’ll be sold on monitoring social trends. Let’s review some of the tools that can help you do it:

Google Alerts

Google Alerts is a free tool that enables you to keep track of the keywords you specify. In essence, it notifies you whenever a phrase you want to be alerted for is on the web. The simple functionality allows you to track your company’s brand, as well as your competitors. But it also provides you with valuable opportunities to attain backlinks when your brand is mentioned and to monitor how well your keywords are doing.

Hootsuite

Hootsuite is one of the most popular social media monitoring tools. It provides a steady stream of notifications in different social media channels where you’ve built your online presence. With Hootsuite, you can monitor Twitter, Facebook, LinkedIn, Instagram, WordPress blogs and other places for mentions of your brand. Social media marketing providers tend to use it because it’s one tool with a lot of functionality.

Reputology

The Reputology app in Hootsuite works great as it can integrate into it and display its data in the same dashboard. However, Reputology is mostly dedicated to monitoring review sites, and it is especially helpful with reputation management. Social media monitoring makes it much easier to keep track of where your business was mentioned and respond to reviews. With Reputology, you can check Google and Facebook reviews, as well as Yelp. You can reply to reviews from the app itself.

Brandwatch

Brandwatch is another tool that can monitor your brand mentions, and its reach extends beyond major social media networks. Marketers love it because it has filters that allow them to have a laser-sharp focus on their target audience. What’s more, Brandwatch can also build customizable reports that pack the data you need for your social media campaign.

Social media monitoring tools are essential for gaining the insights you need to improve your next social media campaign. They make it easier to monitor the vast space of the web and help you find opportunities to improve the results of your marketing.

However, even the best social media strategy will take some time to reach its full potential. If you wish to start enjoying good results for your business faster, don’t hesitate to contact me. I’d love to discuss your marketing strategy and help in any way I can.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.

How to Get the Most Business out of Holidays

The holiday season starts around Black Friday, and every year more people take their shopping online. Considering that over $123 billion was spent in 2018 on retail e-commerce, according to Statista, holiday marketing seems like the way to go.

Businesses need to know a few things if they want to amp up their content marketing before the holiday season. They’ll have to approach the issue early and give it a lot of thought. That’s why I am writing about this now, instead of closer to the holidays when it is too late to implement your strategy effectively.  Here’s how to get the most business out of holidays:

Start on Time (or early)

It takes time to gain traction with SEO. That’s why you need to start considering your search engine marketing strategy as early as possible. If you haven’t done SEO before, your planning stage will have to be extensive. And if you have, a content audit is in order so you could see what needs updating.

For an e-commerce website, preparing for the holiday season starts with planning the keywords you want to rank for.  However, you also need to create content for those keywords, as well as dedicated landing pages to convert customers. The early planning stage and analysis will show you which products can do better with more marketing.

Get the Content You Need

It’s essential to produce suitable content if you want your holiday marketing to be effective. Ideally, your content will cater to every stage of the buyer’s journey. Aiming for Google’s rich snippets in the search results with good keywords will get your business on the radar.

By providing informational content about your holiday offer, you’ll capture potential buyers at an early stage. Then you can capitalize on the interest by ensuring their search journey will lead them to your landing pages. Optimize them to convert and make them fast-loading and responsive.

Make It Easy for the Shopper

Once your content marketing strategies are in place, you should focus on the shoppers’ experience. Make it easy for them to buy from you. To accomplish this, you should keep your buying process as streamlined as possible. Have a guest checkout option and reduce the number of pages a customer has to go through to make a purchase.

Stick to Best SEO Practices

With content marketing and SEO, it’s essential to stick to some already established best practices. These might seem like unimportant details, but details add up and make your overall strategy stronger.

For example, look to external and internal linking as a way to build authority and help customers navigate your website. Your content will be useless if it doesn’t direct website visitors to places where they can explore your offer. Likewise, linking to reviews of your products can help potential buyers decide that they want to be your customers.

It usually takes business owners months before they see tangible results with SEO. That’s why it’s never too early to start planning your holiday marketing strategy.

If you wish to start enjoying good results for your website faster, don’t hesitate to contact me. I’d love to discuss your marketing strategy and help in any way I can.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.

Organic Search — Are You Getting Yours?

Digital Strategy

When was the last time you checked your website’s visits stats? How many of them came as a result of an organic search on Google?

You can use that information to determine how useful your current SEO digital strategy is for you. But don’t jump to conclusions, because organic search has undergone plenty of changes lately, and you may need to adjust.

Providers of internet marketing services will tell you that today, an omnichannel approach to marketing is desirable. Search engine optimization alone can contribute to your success, but it will work best complemented by other types of marketing. Let’s have a closer look at how organic search impacts your digital strategy:

Google vs. Other Search Engines

When we talk about organic search, we mostly talk about Google. Other search engines have a long way to go, considering that Google’s share of total US organic search visits in Q1 2019 was 93%. On mobile, it was 96% of all organic search visits for Google. DuckDuckGo is the only other search engine that’s showing some growth, especially on mobile devices.

According to the same report by Merkle, organic search was responsible for 26% of all Q1 2019 website visits, and 24% of mobile website visits. That’s a significant share of online traffic, and one you can tap into with a good digital strategy. However, some internet marketing experts are saying that the days of organic search importance are numbered. But is that true, and would it be a mistake to hire a digital ad agency overdoing SEO?

Google Changes to Organic Search

Those who are in favour of abandoning SEO use Google’s changes to organic search as an argument. They are right to an extent — Google is experimenting with moving the organic search results further down in the SERPs than ever before.

Now the top spaces on the search results page are dedicated to rich snippets and ads. All these changes make it more challenging to get organic clicks — you’ll have to work hard for them.

Organic Search Is Still Important

That doesn’t mean that organic search and SEO aren’t crucial for business anymore. Rich snippets are useful, but many users still scroll past the ads to organic results. By keeping up with the changes Google constantly is rolling out, you can ensure that your SEO does its job. However, it’s good to have an omnichannel approach and complement your SEO with other types of digital marketing.

Google is still the king of search engines, and its changes to organic search take adjustment. While SEO is still valid, it will need more effort to keep your website at the top of Google search.

It can take months before you see tangible results with SEO. If you wish to start enjoying good results for your website faster, don’t hesitate to contact me. I’d love to discuss your marketing strategy and help in any way I can.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.