COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]

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This relates to how much time people spend on your website per visit. Websites that provide highly informative content typically have long dwell times. That number will continue to rise as Chrome was also the most downloaded browser of When users bookmark your website from a Google Chrome browser, it can help your SEO ranking. Optimize your images Pictures and other images are great for your website.

Resize or compress your images to optimize them. You can also use your images to sneak in keywords by naming them accordingly. Break up your content with header tags Headings are another way to help improve the user experience on your website. They break up the content and make it easier to read or skim. Plus, headers make everything look more appealing, which is always beneficial.

As a result, your SEO ranking will suffer. I use header tags for all my websites and blog posts. Start blogging Blogging is great for your business. Well, blogs are the perfect channel for you to accomplish this. All of this positively impacts your search engine ranking. Use outbound links There are certain things you can do to increase the credibility of your website. Sure, you can make claims, but it looks much better if you back them up.

All of your data claims should be linked to trustworthy and authoritative sources. And I made sure to use outbound hyperlinks to those websites. You should not only link to authority sites but also make sure all the information is recent. Notice that the graph I used in the example above is from You should also include internal links. These links will direct visitors to other pages on your website.

I used this technique in the first sentence of this section. Consider adding other multimedia elements such as videos, slideshows, or audio to your site. All of this can help improve the user experience. These features can dramatically improve the amount of time someone spends on your website. Depending on the length of your videos, people could be on your page for several minutes. If that happens, it will definitely boost your search ranking. If you want people to visit your site and spend time there, speak in terms they can understand. Your content should be written in a way the majority of people can understand.

Not sure if your content is readable?


You can use online resources to help. But it can still happen. Broken links can crush your SEO ranking. If you sign up, you can also set up your account to get checked automatically. You can also use this resource to monitor other websites relevant to your industry. How can that help your SEO?

Obviously, Google recognizes this and ranks sites accordingly. Your website needs to be optimized for mobile users. It needs to be neat, clear, organized, and uncluttered. Consider things like your font size and typography. Use colored text, bold font, and italics sparingly.

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As you can see, Square also included different header tags and subheadings on their page. Your site architecture and navigation also fall into this category. A clean format and design will improve your SEO ranking. Provide appropriate contact information Speaking of appearing untrustworthy, have you ever struggled to find the contact information of a business on a website? I know I have. This should never happen. All your contact information should be clear and in plain sight for people to find.

This will crush your SEO. Encourage sharing on social media Every business and website needs to be active on social media. As a result, their SEO ranking improved as well.

  • Step 1: Seek for More Opportunities within Your Physical Location.
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And that was just over a couple of weeks. One of the best ways to do this is by including social sharing icons on all your content. You should also share links on your social media pages. Use keywords Take a look at the components of the Google ranking algorithm: Keywords play a major role in this formula.

You want to include words people will search for throughout your content. But do it sparingly. Keywords should fit naturally into sentences. Include them in your header tags and even in image captions. Write click-worthy titles and descriptions When it comes to writing titles for search engines, the first thing you have to know is this… you only have 65 characters to write your headline.

This is what you will see: Fortunately, the most important part of the headline is saved, but the rest is cut off. Here are some other tips to keep in mind when creating click-worthy titles: Front-load your titles with keywords — You should front-load all of your keywords in your titles. People will typically only scan the first two words of a title. Keep it predictable — Your title should click-through to a page that meets the expectations of the user. Clear — The reader should know what your webpage is about in 65 characters or fewer.

Make it emotional — Dan Shure wrote a great guide to writing titles, and one of his most important lessons is to make your titles emotional.

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Let me show you what I mean. Write a great meta description The meta description is the next element you must optimize. Here are the two most important: Make them descriptive — Front-load keywords that are relevant to the article. It works equally well when writing descriptions. Make them short — Google limits meta descriptions to characters or fewer. Sniff out unnecessary code Code is good, but you know what they say about having too much of a good thing.

Join question-and-answer sites People are hungry for knowledge. Use infographics Infographics pack a huge SEO punch. And our infographic strategy is still flourishing: For your infographics to be super powerful, you need two things: great design and great content. One last trick on infographics. Make them move! Get some press When I started out in the SEO world, I would manually build links, and it would take me months, if not years, to see good increases in rankings because my sites lacked links from authority sites.

By using this tactic, you should be able to get one to two interviews a week. One very effective strategy is to get links from related niches. Then, all the typical SEO tactics come back into play: guest posting, forum posting, etc. In fact, that turns out to be a good long-tail phrase: What could you do with this? Alternatively, you could use the idea for a guest post on a popular site. Boring niche? Can you really make painting homes fun?

For example, do you seal driveways? Back to the case study— how did it go? After Mike reached out to sites in that related niche, he was able to get over 60 referring domains and hundreds of links: On top of that, he got over 2, views from referral traffic in the short term.

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Blendtec is a company that sells… blenders. Analyzing your competition can help you understand the marketing expectations. There are many ways to analyze your competition. Below are two examples of analyzing your competition for a city you want to target. Analyzing your competition can help you understand your overall ability to rank for the city you are targeting. Doing this can help with step 5 with the overall expectations of success.

Alright, you have chosen a city close to you and have analyzed your competition. Now you are ready to create a location page for your website. There is not enough room in this article to discuss every detail you need to write a good location page but you can read more about the best location page template with this link. But to sum up, your location page needs to be local. Since you are saying you service a certain area, then you must know about that area.

Your Location Page should answer this questions:. Now, the only other bit of advice I would like to add for your location page is that you make sure the content is not too duplicate. There are going to be parts of your content that is duplicate such as a list of services, company information, etc. Other than that, make sure that nothing else on the page is duplicate.

When going into detail about your services make sure you discuss how those services work specific to the city your location page is targeting. You did it! You have properly selected your service areas, made sure you adapted for competition and have created a location page that is the best in the world. Should you be ranking for all service keywords for that area right away right? Make sure you have the right expectations when targeting cities outside your location. In general the further away you are from your physical location, the longer it will take to rank.

Brianna Valleskey — braveinkdetroit. Messaging: You must clearly define what your business does and how it will help the businesses of your target customers. I get countless emails from polite sales people who want to tell me about their product or service; they say they can help my business usually with some combination of buzzwords including predictable revenue, maximum ROI, and low-hanging fruit.

Clear communication is key. Take the time to effectively craft what your company does, how it does it and why it does it. Human brains love stories. They will be much more likely to resonate with your pitch if your can give them an authentic, articulate story to follow. When your messaging is clear, your sales go up. You should be able to explain how your company helps other companies in sentences. Find long-tail keywords that you want to target, then utilize them in the meta data, page headers and body copy.

Start a blog on your website. This not only helps you tell the story of your company, but blogs with educational content and practical advice provide immense value for your customers and prospects. The more quality content you have, the better your website will rank on search engines. Thought Leadership: This is the most powerful point of leverage for B2B companies today. Being a thought leader builds your credibility as a company and as an expert in your industry or field. Make connections with industry publications and offer to write editorials or guest articles.

Create value for your industry and the greater public by sharing your expertise. A very effective way to do this is to analyze the data from your own product or service and then use it to tell a story. For example, if your company offers a dialer system for sales teams, you could collect data on the average amount of time sales reps spend on the phone.

Then write a press release about your findings to send out over a newswire; offer to write posts for industry blogs about your findings and how people can use the data; and reach out to upcoming conferences or events to see if you can participate in a breakout session or panel where you can share the data and educate people about what you learned from it. Mike helps small and mid-size businesses drive leads, increase sales and grow revenue online. He designs, develops and executes integrated digital marketing campaigns across paid, social, organic and digital channels.

Aside from saving marketing and sales from repetitive tasks like following up, data entry and email marketing, we also were able to improve ROI and increase MILs to MQL conversion rate. There are few tactics that are very common in email nurturing and yet still so many marketers overlook those:. We include a call to action to bring them back to our site to watch a webinar or read the use case. Develop separate follow-up sequences for different personas — one for prospects and one for customers — because the focus changes after their first purchase. Think of the experience you want each visitor to have before and after they make a purchase or become your customer.

Once the leads hit a Lead Score threshold, pass them to the sales team for a call, chat, and closure. These are simple in principle and at the same time remarkably powerful when taken together. Chris Allen — firmtree. Founder of Firmtree as well as a digital marketer with 8 years experience in with B2B marketing. Digital marketing in should start with developing personas for the target markets. Next keyword research should be performed to understand what queries users are making in search engines. These keywords should be prioritized by search volume and opportunity they present to bring in a qualified web visitor.

Armed with personas and keyword research a marketer can begin to develop a strong content marketing campaign. The content should answer questions users have, speak to their pain points, and have a strong call to action to get the users further into the funnel. This is still a very untapped method, and works like a charm. Since this shows their intent for your services, connecting on LinkedIn with a quick hello can immediately start the sales process on these leads.

Linda Pophal — stratcommunications. I believe the best strategy for B2B companies would be the same as for any company, in any industry, of any size—and also the same for companies engaged in traditional marketing. Despite the advent of the Internet and various online social channels for companies and individuals to get the word out about their products and services, the basic fundamentals of marketing, or advertising, have not changed.

You could literally pick up any textbook written on the subject, regardless of the publication date, and would still find the basic principles to be relevant today. Everything else you do will be designed to drive traffic to your website to generate some desired action. The other channels should be selected based on both the audience they reach and the state of mind the audience is in when the message is presented. For instance, although Facebook has the largest audience of the social media channels, it sends to be a very social social media site.

Consequently, Facebook is generally not the best channel for B2B marketers. LinkedIn, on the other hand, despite its smaller audience, is a good place to reach business people who engage with this channel primarily from a professional standpoint. Pew Research has studied the various channels and offers very useful information on the demographics of their users.

There are a wide range of analytics, and analytics tools, you can use to do this. There is no one size fits all strategy. Thomas Wooldridge — thomaswooldridge. Sneaky trick : Here is a little trick that works extremely well. The major difference from B2C to B2B is your potential client is often mentioned on public media.. Look up your industry trade papers, blogs, social media, and read up on people or companies that are being featured.

See if there is any information you can use as a way to communicate with them. Often times there is a call to action that can provide direct emails, phone, or even social media contact info. The most effective method is read on their particular pain point or any other difficult problems they are currently working. Then simply mention how you have the solution to their issues. This way your leads are not cold but warm. Knowing your leads and trying to build rapport without actually meeting them will greatly increase your chances of converting them into sales.

Allen Greer — fuzeinc. The founder and lead digital strategist at FUZE Digital -Miami-based full-service digital marketing agency serving clients around the globe. One of my favorite B2B tactics for gaining new leads was brought to my attention by Gary Vaynerchuk. Most cold emails make two key mistakes. Lead off the email with a statement like, Does your CEO know… and fill in the blank with the value your product offers and link to a video or case study.

Make the email short and sweet and close with a polite request for 15 minutes to discuss how your product or service can benefit your target. David Hunter — epicwebstudios. For small, local businesses, this tool is essential and simple to setup but has great deal of impact. We mandate clients to use GMB and assist them with setup.

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Google Adwords is superb for return on investment. Google has been top boss in the Pay-Per-Click game for almost 20 years, now. They know how effective their flagship product is and they want you to pay for the privilege. Fortunately for everyone, every single detail can be tracked, measured and reported upon. If you have the knowledge of and stomach for real-time bidding, AdWords will kill it for your project and bring proven ROI in just a few days. Additionally, email marketing is still working harder and racking up consistent wins.

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Other than GMB, email marketing is one of the best values on the internet: it can be targeted, timed and delivered to specific audiences with precise messaging to obtain stellar results. Kyle Golding — thegoldinggroup. This two-way conversation is much more relational and collaborative than transactional. When you reach that level of marketing relationship, the Push is less important lower external cost and the Pull increased internal effort becomes very powerful.

All factors you have complete control of. We truly believe SEO is one of the best online strategies when it comes to promoting your content and generating traffic for your website. Choosing the right keywords, using related ones, describing pictures in your post and creating engaging titles are the basic principles to succeed in content marketing and rank high in Google. Email marketing is one of the most effective tools out there.

The biggest value in email marketing is that you can segment your subscribers and send them personalized campaigns. I remember one time when we wanted to share the results of Customer Service Report with our customers. It brought up to date on current customer service trends in different industries.

But who wants to read the results from Automotive industry when they work in Education, right? Each industry got the information that actually concerned them. William Gadea — idearocketanimation. To really take advantage of your social media buy you need to use text to convey your message. Captions are of course one answer, but a better response is to really integrate text into your video by using a kinetic typography style where the animation of the text takes center stage, and characters or other elements are just playing a supporting role. B2B marketing needs a slightly different approach to B2C, as there may be less instant transactions and companies need to build trust with their clients, which takes some time.

B2B requires more persuasion and building brand awareness. These will depend on what stage the company is at — building brand awareness, lead generation, recruitment, forming partnerships or changing the company image. To make it easier for your team, you need to define your customer profiles and who your target audience is.

Is it the CEO or the product manager? Is it the CIO or a marketing manager? Many companies fail to define the decision makers personae and make their messaging too generic. Email: Segment your audiences to make your activities more targeted and specific to the recipients. This will show higher open rate and conversion. Paid advertising: choose the trade publications your clients read and also appear in if similar industries. There are lots of industry-specific magazines and websites that can help with a range of advertising opportunities online and offline.

Adverts and banners work well for brand awareness, but hosting reports or webinars with the help of those channels will help you with getting more targeted leads. Swapnil Bhagwat — orchestrate. Swapnil has worked for more than a decade across a range of businesses for the global markets. The foremost task is to define a digital marketing mission which should fit into the grand marketing plan. The overriding objective that you want to accomplish through digital marketing should be defined which is specific, measurable, achievable, realistic, and time-bound SMART.

The realistic KPIs for achieving the predefined mission should be ascertained for them to be specific and measurable. Ascertain the methods to identify each KPIs. Formulate a strategy that suits your mission and break it into short term goals. The next task is to identify the target customers and to develop a customer persona. Understand their preferences, pain points, problems, and the questions they want to be answered from their age, gender, education, and location.

Dig deeper through Audience Reports of Google Analytics to identify and understand the characteristics of the persona of your target customers. Define the total budget allocated to run the digital marketing campaign. Select the channels of communication you want to use for the fulfillment of your mission. Take the help of analytics to optimize the KPIs. Run the digital marketing campaigns and analyze the results periodically and adjust your strategies to optimize results. Keli Wells — verylargebits.

Co-founder of Very Large Bits, a dynamic video rendering service for the marketing industry. The dramatic increase in customer engagement shown through views, likes, clicks, and shares of personalized marketing campaigns has proven to be a very effective and cost-efficient tool for authentically connecting with clients and rapidly growing brand awareness.

Marketers also avoid the latest ad blockers by integrating their creative content and brand placement directly into each dynamic video. Nick Leffler — exprance. A comprehensive strategy is the best way to reach new clients for a B2B company. A comprehensive strategy means combining many different methods of digital marketing to achieve results.

A blend of great content and lead magnets with landing pages, email, and social promotion can have a huge impact over time. Not only will they have a huge impact on how you reach clients but they will continue to work after the heavy lifting is done. By creating helpful content and building trust will help you with the final sale and understanding if the client is right for your product or service. Joe Mulvihill — jna-advertising. User experience UX and conversion rate optimization CRO are two of the most important digital marketing strategies to maximize the value of your B2B efforts.

Ensuring your website is easy to navigate and your information is engaging and easily digestible will lead to improved website performance, and will cut through the noise that often bombards your target audience. I recommend always having a test active, whether it be landing page oriented, ad copy, or design element testing.

COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]
COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]
COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]
COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]
COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]
COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]
COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0] COMPETITOR ANALYSIS: Week #1 of the 26-Week Digital Marketing Plan [Edition 3.0]

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