Importance of Web Hosting for SEO

Importance of Web Hosting for SEO

While implementing search engine optimization (SEO) strategies, webmasters and digital marketers always focus on combining the appropriate on-page and off-page SEO techniques. But major search engines update their search algorithms thousands of times every year. Also, they include new search signals frequently to boost search experience and improve the quality of search results.

Google currently uses site speed and site security as key search signals. In 2010, Google announced the inclusion of site speed as a signal in the search ranking algorithms. It advised webmasters to reduce the loading speed of their websites to 3 seconds to reduce visitor abandonment. Also, the popular search engines helped webmasters to measure and improve the loading speed of their websites by providing a slew of tools.

Likewise, Google advised webmasters to make the internet safer by adopting an industry-level security standard like Hypertext Transfer Protocol Secure (HTTPS). As an extension of HTTP, HTTPS enhances site security by keeping the communication between web browsers and web servers secure. You can boost the performance of on-page and off-page SEO strategies only by increasing your website’s speed and security consistently.

While implementing SEO strategies, digital marketers often ignore the huge importance of web hosting for SEO. The right web hosting service helps you to boost the performance of on-page and off-page SEO techniques by increasing your website’s speed and security. You can assess the impact of web hosting services on your website’s search visibility using three important parameters – website speed, website security, and web server location.

Role of Web Hosting

You need web hosting services to publish a website or web application to the internet. The web hosting service provider helps and enables you to launch, run, and update a website by providing essential facilities – physical/virtual server, storage space, database, email connectivity, and site-specific configuration. The quality, quantity, and availability of these key resources and facilities directly impact your website search visibility and user experience.

According to HP.com,

Web hosting provides a secure place to store online content. The code, images, videos, and text that comprise a website all have to be stored somewhere. Without a stable digital repository, none of us could consistently access content on the web. That makes hosting one of the most critical parts of developing an online presence for anyone, from huge companies to small-scale personal accounts.

Assessing Importance of Web Hosting for SEO Based on Key Hosting Factors

While indexing and ranking websites Google does not consider web hosting services. It recommends webmasters avoid web hosting services that are available without payment to prevent spam. Hence, you have the option to choose from a variety of hosting services while publishing a website. But you must remember that your choice of web hosting service will impact your website’s speed and security directly. Hence, you must measure the importance of web hosting for SEO using three important parameters.

Website’s Loading Speed

As mentioned earlier, Google has been using site speed as a key ranking signal since 2010. You can boost your website’s search performance and user experience only by reducing its loading speed to three seconds. The loading speed of the website directly depends on the webserver.

You can easily speed up your website by hosting it on a web server with the capability to handle a surge in the number of concurrent visitors and requests for multiple pages. You can boost the website’s search visibility only when it is hosted on a high-speed and responsive server.

Secure Communication

Google has been using HTTPS as a key ranking signal since 2014. It recommends webmasters to boost website security by switching from HTTP to HTTPS. However, you cannot boost the website’s online reputation and credibility simply by switching to HTTPS.

In addition to adopting HTTPS, your web hosting service provider must use encryption and security tools to prevent security breaches. Also, it must backup all website resources to ensure immediate recovery and restoration after targeted security attacks.

Web Server’s Location

Google does not consider the location of web servers while ranking websites. But several digital marketers have highlighted how the server and IP address impact a website’s search performance. Search Engine Journal recommends local business owners assign server and IP addresses to their region.

For instance, your website has a .in domain; you can increase the website’s search performance by getting it hosted on a web server located in India. Also, you need to provide a unique IP address to each website if you are planning to set up a private blog network (PBN) for SEO purposes.

Website Downtime

A website may experience downtime due to a variety of reasons. But each downtime impacts the website adversely by making it unavailable to end-users. In addition to affecting the website’s user experience and online reputation, extended downtime impacts SEO adversely.

According to Search Engine Watch,

Google’s Distinguished Engineer (Matt Cutts) says that if your website is down just for a day, such as your host is down or a server transfer, there shouldn’t be any negative impact to your search rankings. However, extended downtime could have an impact.

High-traffic websites eliminate the chances of downtime by achieving 99.999% uptime. You can reduce downtime to nine hours per year by subscribing to web hosting services that guarantee 99.9% uptime.

Data Loss

White hat SEO techniques emphasize improving a website’s search visibility and maintaining its integrity through the creation and distribution of high-quality content. You have to create and publish a variety of digital content regularly to increase your website’s search engine ranking organically and gradually.

The content published by you will be erased from the internet if your website data is lost due to system malpractice, targeted security attacks, or human error. The data loss will require you to implement an SEO strategy from the scratch.

Also, you will lose the SEO benefits of the digital content posted and promoted over a period of time. You can minimize the chances of data loss easily by choosing a web hosting service provider that keeps in place an elaborate recovery plan and uses a robust data backup system.

Cyber Security

According to the global cyber security statistics compiled by ITChronicles,

Every 40 seconds, a new cyberattack starts. Each day hackers attack over 30,000 websites. 43% of all cyber-attacks are made on small businesses.

Cybercriminals and hackers impact SEO in a variety of ways – causing downtime, modifying websites’ structure and content, creating new covet web pages, and generating malicious backlinks. That is why; you can boost your website’s search visibility only by improving cyber security consistently.

IP Address Sharing

Often small businesses and startups opt for shared web hosting to curtail costs. When you opt for shared web hosting services, your website has to share digital space and resources with other websites. There are always chances that some of these websites might be malicious or spammy.

When your website shares the same IP with spammy websites, its search engine visibility is impacted directly. You must gather adequate information about the sites that will share the same IP with your website. Also, you can boost SEO by choosing dedicated hosting services or cloud hosting services instead of shared hosting services.

Boosting SEO by Choosing the Right Web Hosting Service

While launching a website, you have the option to choose from many web hosting companies. Each of these companies allows you to choose from a wide variety of web hosting services – dedicated hosting services, shared hosting services, managed hosting services, cloud hosting, and virtual dedicated server. But the huge importance of web hosting for SEO makes it essential for you to compare the web hosting services and web hosting service providers using the right parameters.

Multiple Hosting Options

You can easily boost your website’s search engine ranking by opting for a dedicated web hosting service. The hosting option will make your website hosted on a single or dedicated server. But dedicated hosting service is more expensive than other web hosting services. Also, you have to incur additional expenses on maintaining and updating the webserver. That is why; you should choose a provider who allows you to upgrade to dedicated web hosting in the future.

Uptime Guarantee

You can boost SEO  by minimizing key hosting factors like downtime only by choosing a web hosting service provider who guarantees at least 99.9% uptime. The uptime guarantee ensures that the website remains online and accessible except for about 9 hours a week. However, you must not choose a provider that guarantees or promises 100% uptime.

Server Location

The location of the server impacts the time required by visitors to access your website. The visitors can access the website more quickly when the website is hosted on a web server near their locations. While comparing the web hosting services, you must keep in mind the location of the majority of the website visitors. In addition to boosting site speed, server location will help your SEO activities.

Content Delivery Network

Many web hosting service providers these days speed up websites through content delivery networks (CDNs) or content distribution networks. The CDNs accelerate the delivery of website content to end-users using a geographically distributed network of proxy servers. The distributed data centers make the server near the visitor’s location cache the website content and speed up delivery.

SSL/TLS Certificate

As noted earlier, Google has been using HTTPS as a ranking signal since 2014. HTTPS will appear in your website’s URL only when the web hosting service provider uses Secure Socket Layer (SSL) or Transport Layer Security (TLS) protocol. These encryption-based protocols boost your website’s security and search engine ranking by keeping the communication between the server and the client encrypted.

Automatic Backup

Data loss is one of the hosting issues that impact your website’s search visibility adversely by eliminating the benefits of your ongoing SEO activities. You can eliminate the chances of data loss by choosing a web hosting option that includes automatic data backup. The automatic data backup will help you to restore your website quickly while continuing SEO and content marketing campaigns.

SEO Tools

Many web hosting companies these days provide webmasters with robust SEO tools. You can leverage SEO tools to automate many search engine optimization tasks. Also, the SEO tools help you to measure your website’s search performance and identify the issues affecting its search visibility. Hence, you should prioritize the companies that help you to implement SEO strategies by providing a slew of useful tools.

Technical Support                         

There are always chances that visitors could not access your website due to a variety of issues. You must make your website accessible in a short amount of time only by identifying and resolving the technical issues. You can resolve various hosting issues quickly and proactively only by choosing a hosting company that offers 24/7 and multichannel technical support.

Site and Data Security

Web hosting companies differ from each other in the category of security. When you opt for shared web hosting services, your website will share server space and resources with multiple websites. Hence, the cyber security risks will increase if the company does not keep your website isolated from other websites. You can boost your website’s search engine ranking only by choosing a provider that keeps the hosting environment secure through security monitoring, malware and virus scanning, automated data backup, spam filtering, and website firewall installation.  

Customer Reviews

You cannot find SEO-friendly web hosting services based on the search engine ranking of the provider’s website. You can assess the SEO-friendliness of the web hosting services based on the positive and negative reviews posted by webmasters and website owners. The reviews will help you to assess the SEO-friendliness of web hosting services based on real-time and valuable information.

You can assess the importance of web hosting for SEO from its effectiveness in increasing two important search signals – site speed and site security. While implementing SEO strategies, you must focus on availing of the right web hosting service. You can even consider switching to a hosting service provider that uses robust SEO tools.

Tools to Measure Digital Marketing Performance

Tools to Measure Digital Marketing Performance

In the digital age, existing and prospective customers communicate with businesses and brands through multiple channels. Multichannel communication creates opportunities for businesses and startups to generate leads and convert them into customers by implementing many types of digital marketing strategies – email marketing, content marketing, search engine optimization (SEO), social media marketing, and influencer marketing.

But your business cannot boost lead generation and conversion activities only by launching multichannel digital marketing campaigns. You must remember that each digital marketing strategy has its own strengths and weaknesses. Also, performances of digital marketing campaigns vary from time to time based on a variety of factors. Hence, you need to boost digital marketing performance consistently to achieve preset marketing goals.

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19 Best Keyword Research Tools for Digital Marketers

19 Best Keyword Research Tools for Digital Marketers

In the digital age, it is hard to find a person who does not use search engines to find information on various topics and get answers to many questions. While initiating web searches, 86.64% of searchers opt for Google. But 7% of searchers prefer Bing to Google. Likewise, searchers enter a wide variety of search queries or search terms while finding information.  

Digital marketers have to target each type of search query efficiently to divert search engine traffic to a website organically and regularly. No digital marketer can target the search queries in the most appropriate way without finding and using relevant search terms. They have to conduct elaborate keyword research to know what words or phrases searchers enter to get information about a product, service, or topic.

According to Wikipedia,

Keyword research is a practice search engine optimization (SEO) professionals use to find and research search terms that users enter into search engines when looking for products, services or general information. Keywords are related to queries, which are asked by users in search engines.

While planning SEO campaigns, digital marketers conduct keyword research in several stages. They start the process by discovering all keywords related to a website, product, or service. After preparing the keyword list, they prioritize and identify profitable keywords using a slew of parameters – relevance, search visibility, and ranking difficulty. Finally, they divide the keywords into relevant categories according to targeted customers or specific business goals.

Most digital marketers these days leverage keyword research tools to simplify and speed up the keyword research process. Leading search engines make it easier for digital marketers to find profitable keywords by providing free keyword research tools. Also, digital marketers have the option to choose from a wide range of third-party and popular keyword search tools.

Brief Overview of 19 Keyword Research Tools Used Widely by Digital Marketers

1) Google Keyword Planner

The keyword research tool developed by Google helps digital marketers discover, prioritize, and organize keywords while planning new SEO campaigns. A digital marketer can use Google Keyword Planner to discover new keywords as well as prioritize keywords based on search volume, competition, and impression share. Also, she can use the tool to organize keywords based on brands, categories, and themes. However, beginners have to put in extra time and effort to use Google Keyword Planner efficiently.

2) Google Trends

The keyword research tool helps digital marketers to gain actionable insights based on real-time Google data. Digital marketers use Google Trends to identify relevant and profitable keywords for SEO campaigns based on top search queries. The online tool displays the interest of searchers across regions, sub-regions, and periods based on the topic or search term entered by the user. Also, the user can prepare a list of keywords based on related topics and search queries. However, Google Trends, unlike Google Keyword Planner, does not display absolute search volume data of the topic or query.

3) Soovle

Soovle is developed as a customizable search engine. But it does not crawl the internet like popular search engines. Instead, it offers suggestion services by gathering information from diverse online sources. Soovle helps digital marketers to find profitable keywords based on data collected from many online sources – Google, Bing, Yahoo, Wikipedia, YouTube, and Amazon. The user can generate a list of suggested keywords simply by entering a topic or search term. Soovle further organizes the list based on online sources. The digital marketer can save the list of keywords using the drag-and-drop feature provided by Soovle. 

4) AnswerThePublic

Many people these days use search engines to get a variety of questions answered. They enter questions instead of terms or phrases while initiating a web search. AnswerThePublic helps digital marketers to find relevant keywords based on search queries formed as questions. It displays the questions asked by searchers pertaining to a particular topic based on search queries including specific search words like what, why, when, how, where, and which. Digital marketers use AnswerThePublic to find relevant keywords by conducting elaborate keyword research.

5) Semrush Keyword Magic Tool

Semrush has developed Keyword Magic Tool with the aim to make it easier for digital marketers to find the most profitable keywords for SEO and PPC campaigns. The keyword research tool helps users to find the exact match, broad match, phrase match, related keywords, and questions related to the topic or term entered by them. Digital marketers can further compare and prioritize the keywords based on search volume and keyword difficulty. However, they must subscribe to one of the plans offered by Semrush to use this keyword tool.

6) Keyword Surfer

This popular keyword research tool is available as a free Google Chrome extension. Digital marketers can use Keyword Surfer to find relevant keywords based on Google search data. They can further use this tool to get keyword suggestions, visibility metrics, and related terms. Keyword Surfer helps them to optimize content according to the latest search engine guidelines by providing data-driven content guidelines. The users can create SEO-friendly content directly using the NLP-powered content editor included on Keyword Surfer.

7) Keyworddit

This keyword research tool is developed by a large network of communities and forums – Reddit. Keyworddit generates up to 500 keywords based on the subreddit entered by digital marketers. It generates and suggests relevant keywords from titles and comments of conversation threads. Novice digital marketers leverage this free keyword research tool to find keyword ideas despite having no in-depth knowledge about a specific topic. Keyworddit helps them to find relevant keywords as well as know the languages searchers use while describing or discussing such topics.

8) Questiondb

While planning SEO campaigns and creating content, digital marketers access Questiondb as a large collection of user questions. Unlike other keyword research tools, Questiondb does not generate or suggest relevant keywords. Instead, it enables users to get keyword ideas based on millions of questions people ask over the internet. Questiondb generates a large list of questions based on the term or phrase entered by the user. Digital marketers can access and analyze these questions to understand searchers’ interests, problems, and concerns.

9) Keyword Sheeter

The premium keyword research tool provides digital marketers with a slew of tools – keyword generator, keyword finder, keyword ideas, and domain sheeter. Digital marketers subscribe to Keyword Sheeter to find the most relevant keywords based on Google autocomplete suggestions. Keyword Sheeter allows them to organize the keywords using multiple filters – products, news, images, books, and YouTube. Users can create an elaborate list of profitable keywords in seconds simply by saving the terms and ideas suggested by Keyword Sheeter.

10) Ahrefs Keyword Generator

The free keyword research tool provided by Ahrefs helps digital marketers to get keyword ideas based on data collected from Google, Bing, Amazon, and YouTube. The Keyword Generator allows digital marketers to enter 10 words or phrases related to a specific product, service, or type. Also, users have the option to choose from six keyword ideas reports based on the term or phrase entered by them. They can compare and prioritize these keywords using a slew of SEO metrics – monthly search volume and keyword difficulty. At the same time, Keyword Generator helps users to find many untapped keywords with high potential to generate organic website traffic.

11) Bulk Keyword Generator

This keyword research tool helps users find the most profitable keywords for local SEO campaigns. Digital marketers can use Bulk Keyword Generator to generate local keywords related to a specific industry. Also, they have the option to customize keyword research by specifying the city and business type. Bulk Keyword Generates supports DIY keyword generation as well as provides keyword suggestions. Many digital marketers prefer Bulk Keyword Generators to other keyword research tools while performing keyword research.

12) Moz Keyword Explorer

Moz has developed Keyword Explorer with features to speed up keyword research. A digital marketer can access the keyword research tools using her Moz account to get keyword suggestions and understand the search volume of each suggested keyword. She can further prepare a list of most-profitable keywords based on the scores calculated using important SEO metrics like search volume, ranking difficulty, and predicted click-through rate. Unlike other keyword research tools, Keyword Explorers helps users to identify untapped keywords by providing out-of-box suggestions.

13) Jaaxy

Jaaxy is developed by affiliated marketers with features to simplify keyword research and competition analysis based on over 500 million search terms used by searchers every day. Digital marketers use Jaaxy to identify both profitable and untouched keyword ideas while planning SEO and PPC campaigns. Also, they gain actionable insights into brand new niches by accessing widely used platforms like Affiliate Search, Alphabet Soup, and Brainstorm. Jaaxy simplified competition analysis by displaying the number of websites trying to rank higher on search engine results pages (SERPs) for every keyword.

14) SECockpit

SECockpit is hugely popular with both small business owners and leading brands. In addition to supporting multiple languages and regions, the premium keyword research tool generates thousands of keyword ideas based on data from Google, Amazon, and YouTube. Also, it helps users to evaluate each keyword idea elaborately based on both search volume and search trends. At the same time, digital marketers can use SECockpit to monitor the search engine ranking of websites daily and automatically.

15) KeywordTool.io

KeywordTool generates and offers keyword suggestions based on search data gathered from multiple sources – Google, Bing, YouTube, Amazon, Instagram, Twitter, Play Store, and eBay. Many digital marketers opt for this premium keyword research tool to get a large number of keyword suggestions. Also, they can find the most profitable keywords using a slew of filters supported by KeywordTool. Unlike other popular keyword research tools, KeywordTool helps digital marketers to generate keyword ideas based on the content posted on competitors’ websites.

16) Keywords Everywhere

This premium keyword research tool is designed as an add-on for Google and Firefox browsers. After installing Keyword Everywhere, a digital marketer can perform keyword research and competition analysis on the go. In addition to suggesting relevant keywords, Keyword Everywhere helps digital marketers to compare and prioritize these keywords based on search volume, trend data, and AdWords competition. The users are not required to copy and save the keyword suggestions as the data are displayed directly on the web browser. They can further see what terms or phrases searchers enter while searching a particular product or service.

17) Keyword Tool Dominator

Keyword Tool Dominator suggests keywords based on search data from Google, Bing, Amazon, YouTube, and Walmart. It allows digital marketers to access platform-specific keyword research tools like Google Keyword Tool, YouTube Keyword Tool, and Amazon Keyword Tool. The keyword ideas generated by Keyword Tool Dominators are variations of the search terms types by various searchers. Also, the free keyword research tool helps users find the most searched keywords quickly by assigning popularity scores ranging from 0 to 100.

18) AlsoAsked

As the name indicates, this keyword research tool helps digital marketers and content creators find questions asked by searchers. While using AlsoAsked, digital marketers can find the most relevant questions by choosing the appropriate region and language. In addition to displaying questions asked by searchers related to a particular topic, the online tool helps users to understand the link or connection between these questions. Digital marketers can start using AlsoAsked as a free service by accessing its beta version.

19) StoryBase

StoryBase is one of the keyword research tools that help digital marketers find and prioritize long-tail keywords for SEO and content marketing campaigns. Digital marketers subscribe to online keyword research services to access useful features like questions, phrases, lists, and missing keywords. Many content marketers opt for this premium tool to get ideas to understand searchers’ needs, expectations, concerns, and questions. Also, StoryBase provides a CTR tool that recommends the most appropriate title tags and meta descriptions for every web page.

Keyword research tools make it easier for digital marketers to find profitable keywords without putting in extra time and effort. Some of these keyword research tools suggest keyword ideas based on search engine data, while others help them to identify and target untapped keywords. Smarter digital marketers these days boost their SEO strategies by using multiple keyword research tools at a time.

sales enablement content strategy

Sales Enablement Content Strategy

Businesses these days generate leads by running various digital marketing campaigns. But the salespeople need a variety of resources to engage and convert leads into customers. Most organizations these days implement sales enablement strategies to ensure that the sales team can engage leads throughout the buying process using the relevant information, content, and tools.

According to Hubspot.com,

Sales enablement is the iterative process of providing your business’s sales team with the resources they need to close more deals. These resources may include content, tools, knowledge, and information to effectively sell your product or service to customers.

While implementing sales enablement strategies, you need to focus on creating and providing two different categories of information. Firstly, you must provide salespeople with information, research, tools, and best practices. Secondly, you need to create the content that salespeople will use to engage and influence prospective buyers.

Hence, you must implement an elaborate sales enablement content strategy to ensure that salespeople can access relevant content during the closing or conversion stage in the sales funnel. Also, your strategy must focus on creating and providing a wide variety of sales enablement content. At the same time, you must adopt a slew of best practices to make the sales enablement content strategy more impactful in boosting sales conversions.

8 Best Practices to Strengthen Your Sales Enablement Content Strategy

1) Create Different Types of Content

You can make the sales enablement content strategy successful only by creating two distinct categories of content – internal and customer-facing. Internal content like competitor research, competitor analysis reports, customer use case stories, market trend reports, sales scripts, and success stories will help salespeople to close sales deals more effectively. At the same time, salespeople can influence and engage customers by sharing customer-facing content like blogs, curated articles, whitepapers, case studies, how-to guides, and analysis reports.

2) Identify and Bridge the Content Gap

Often businesses save resources by using the same content for digital marketing and sales enablement. But you cannot increase the conversion rate without creating various types of sales enablement content. While implementing a sales enablement content strategy, you must spend some time auditing the content already created by your business. You can easily save time and resources by repurposing some of the content created for digital marketing campaigns. Also, the content audit will help you to identify the additional content to be created to help salespeople and influence customers.

3) Decide Precise Content Requirements

The content audit will help you to identify the content gap. But you can create relevant sales enablement content only by involving the sales and marketing team in the content planning and creation process. You must collect inputs from marketers and salespeople to understand the information and content required to close sales deals. Also, they will help you to create relevant content by identifying the customers’ needs, expectations, concerns, and pain points. The consultation will make it easier for you to create content that answers questions frequently asked by customers throughout the buying process.

4) Leverage Existing Knowledgebase 

Your business can create high-value sales enablement by experienced content writers. But the content writers have to put in both time and effort to create fresh sales enablement content. Your organization can easily curtail content creation time by leveraging the existing knowledge base. You must allow the content creators to access your business’ internal knowledge base during content research and creation. The access will enable them to use the valuable information shared by product experts. Likewise, the salespeople can close deals more efficiently by accessing the internal knowledge base.

5) Present Content Visually

While implementing a sales enablement content strategy, you must remember that visual content is more effective than engaging customers than text-based content in the age of mobile apps and social networks. You can make it easier for salespeople to close deals by providing them with both text-based and visual content. Also, the visual content will help salespeople to acquire knowledge and skills effortlessly. Your content creators must explore ways to present information visually through videos and infographics while creating both internal and customer-facing content.

6) Align Content to Buyer’s Journey

You must remember that salespeople will use the content to influence customers throughout the buyer’s journey. They can engage and influence more effectively when the sales enablement content is aligned to various stages in a buyer’s journey. The targeted and aligned content will help salespeople to deliver the right content to the customer according to their current position in the sales funnel. You must make content creators and salespeople collaborate to influence different customers in the most effective way by delivering the most appropriate content.

7) Encourage Salespeople to Create Content

No salesperson can close a sales deal quickly and effectively without accessing the right sales enablement content at the right time. Your sales enablement content strategy must be flexible enough to allow salespeople to request fresh and additional content. Also, the strategy must encourage salespeople to create their own content. It is also a great idea to get the first draft of content created by the salespeople. The content encouragement and involvement will help you to create content that can be leveraged by both marketers and sales representatives.

8) Assess and Monitor Content Performance

In addition to creating varying and relevant content, your sales enablement content strategy must track how customers respond to every piece of sales enablement content. You can leverage analytics to know which sales enablement content performs better. For instance, analytics will help you to know if blog posts are more effective than whitepapers in keeping customers engaged. But you must collect feedback and suggestions from salespeople to check if customers ask additional questions after accessing the content.

Content is one of the key factors that impact the sales enablement process directly. While implementing a sales enablement content strategy, you must focus on creating a variety of content by targeting both salespeople and customers. Also, you must involve marketers and salespeople in the sales enablement content creation process to create content to meet the needs, concerns, expectations, and questions of customers.

Account-Based Marketing Strategies for Best Results in 2022

Account-Based Marketing Strategies for Best Results in 2022

At present, account-based marketing or key account marketing is one of the hottest trends in business-to-business (B2B) marketing. According to a global survey conducted by LinkedIn, “Over 56% of B2B marketers are using account-based marketing in their current business operations. Likewise, over 80% of those surveyed plan to increase their budget account-based marketing over the next year.

Your business must switch from conventional B2B marketing to account-based marketing in 2022 to increase the numbers and sizes of closed deals. As highlighted in our previous blog post on what is account-based marketing, this form of marketing differs from conventional marketing strategies in many aspects. While implementing account-based marketing strategies, you have to target individual enterprises and specific decision-makers.

Also, you have to focus extensively on personalizing the buying experience of every high-ticket enterprise customer. Hence, you must identify the key target accounts, major customer pain points, and most-effective communication channels. At the same time, your account-based marketing strategies must boost the creation and distribution of contextual and targeted content.

You have to consider a wide variety of factors while making and implementing account-based marketing strategies in 2022. You further need to measure the performance of account-based marketing campaigns using the right metrics. That is why; you can make the account-based marketing strategies effective in producing the best results in 2022 only by adopting a slew of best practices.

15 Best Practices to Make Your Account-Based Marketing Strategies Successful in 2022

1) Develop and Make Account-Specific Offers

Unlike conventional marketing techniques, account-based marketing (ABM) emphasizes personalization. Your organization cannot close multiple sales deals by offering the same offers to various accounts. You can close more sales deals only by developing account-specific offers.

While developing offers, you must answer one important question – why the account will find your offer lucrative and valuable? Also, you must use the account-based offers as a powerful tool to make the account agree to meet your sales representative.

2) Assign Every Account to the Right Sales Representatives

While making account-based marketing strategies, you must remember that every marketer and salesperson has her own strengths and weaknesses. You can close sales deals quickly and successfully only by assigning an account to the most appropriate employees.

Your strategy must focus on identifying the skills and expertise required to nurture and engage a particular account. Also, you must find the employees who possess the soft skills and social connections required to manage the specific account.

3) Connect with Target Accounts by Sending Direct Mails

The search engines and social networks directly impacted the popularity of direct mail as a form of advertisement. But several studies suggest that direct mails are one of the most powerful marketing tools to facilitate one-to-one communication with prospects and leads.

While making account-based marketing strategies, you must leverage direct mails to reach executives through one-to-one communication. The direct mails will make it easier for your sales team to connect with target accounts that do not spend time on social networks, register for newsletters/whitepapers, and respond to marketing emails.

4) Create One-to-One Campaigns

Unlike conventional marketing methods, ABM emphasizes nurturing leads individually. Your account-based marketing strategies must focus on planning and launching one-to-one marketing campaigns by targeting a particular account. The individualized campaigns will help your salespeople to build a relationship with the target account through direct emails.

The sales manager can connect with the target account by sending an email conveying key reasons or benefits to connecting. Also, the salesperson can nurture and sustain the relationship by sending follow-up emails or making follow-up calls. However, she must look for opportunities to connect with other executives involved in the decision-making process.

5) Design Account-Specific Landing Pages

You cannot close sales deals in 2022 without delivering personalized messaging to every account once she reaches the landing page on your website. Many B2B marketers these days boost sales conversion by creating an account-specific landing page.

The account-specific landing page will deliver a targeted and personalized message to the account according to the ad she has clicked on. You can easily impress the account by displaying her name on the landing page. Also, you can persuade the account to place an order by including personalized content, offers, forms, and images on the customized landing page.

6) Engage Accounts through Retargeting

Your account-based marketing strategies must leverage retargeting to show the prospective customers your ads on other sites after they leave your website or social networking page. Retargeting ads will further help your business to connect with decision-makers instead of gatekeepers.

Many B2B retargeting companies and ad networks these days display retargeting ads to accounts by identifying based on their IP addresses. Also, they leverage artificial intelligence (AI) to display retargeting ads according to the account’s search intent based on their search engine queries.

7) Leverage Social Intelligence

Social intelligence helps you to build social relationships with others successfully by understanding how they feel in various social situations. Building relationships with accounts by delivering personalized and targeted content is one of the key characteristics of ABM. Social intelligence will help your ABM team to understand how a targeted account feels and behaves to changing triggered events. The understanding will make it easier for them to revise and finetune the content to be sent to the account based on fresh and actionable information.

8) Don’t Target Only Higher-Level Executives

While implementing account-based marketing strategies, many decision-makers target only vice-presidents, directors, and similar higher-level executives. In large companies, purchase decisions are made only by c-suite executives. But many decision-makers these days involve lower-level executives in the buying cycle to get actionable insights and make informed decisions. That is why; your strategy can increase the number of closed sales deals only by targeting executives with various business titles.

9) Redefine Buyer Personas

While planning conventional marketing campaigns, marketers create buyer personas that represent ideal customers semi-fictionally. Your ABM strategy can leverage the existing buyer personas to make salespeople understand the people they will engage with during the sales process. But the strategy must redefine the buyer personas based on real-time information customer information collected using various techniques – contact us forms, social listening, and conventional interviews. Also, you must focus on creating ideal customer profiles individually based on the buyer personas.

10) Keep Customer Data Clean and Clear

You cannot create ideal customer profiles without integrating and analyzing information collected from various channels and sources. But your account-based marketing strategy must focus on identifying and segregating the correct and valuable information about target accounts. You can analyze the information collected from diverse sources efficiently and accurately only by keeping the data clean, clear, and organized. Also, you must use predictive analytics to compare new accounts with existing customers based on their characteristics and behaviors.

11) Adopt Multichannel Communication

While running ABM campaigns, B2B marketers spend a significant amount of time meeting prospective buyers in person. But you must remember that business owners and decision-makers these days use multiple communication channels.

For instance, most B2B buyers spend time regularly on specific social networking platforms like LinkedIn and Twitter. Also, the B2B marketers can interact with accounts through emails, text messages, and video conferencing tools. That is why; you can make the ABM strategies successful in 2022 only by adopting a multichannel approach.

12) Unify Sales and Marketing Teams

Many organizations run still ABM campaigns through salespeople. But you cannot make the account-based marketing strategies succeed without involving both marketers and salespeople in the campaigns. The sales team must help marketers to identify and target the most relevant prospects. Likewise, the marketers must leverage the inputs shared by salespeople to generate more relevant leads. Your account-based marketing strategies must facilitate the development of an ABM team by unifying marketing and sales teams.

13) Drive ABM Campaigns by B2B Influencers

Like ABM, influencer marketing is currently one of the hottest trends in B2B marketing. Many businesses these days use B2B influencers to guide entrepreneurs and decision-makers through the buying process. You can make ABM campaigns more impactful in 2022 by involving B2B influencers. While running ABM campaigns, marketers can influence prospects more effectively by collaborating with B2B influencers. The reputation and reach of the influencers will make it easier for marketers to add momentum to various multichannel ABM activities.

14) Automate ABM Activities

The new-generation technologies help you to automate common ABM activities. For instance, you can use advanced analytics to measure the performance and impact of individual account-based marketing strategies. Likewise, you can leverage artificial intelligence (AI) algorithms to identify and target the most relevant accounts by understanding customer profiles. There is a slew of AI-powered software solutions that help you to create personalized and targeted content for every account across communication channels.

15) Define and Combine the Right ABM Metrics

You can increase the number and value of closed sales deals only by assessing and improving the performance of various account-based marketing activities. Your strategy must define the metrics and KPIs to be used to measure the performance of individual activities. While selecting metrics, you must divide the ABM activities into two broad categories – pre-sales and post-sales.

You should use pre-sales ABM activities using important metrics like target account reach, marketing-qualified accounts, sales-qualified accounts, average contact value, and deal velocity. On the other hand, you should use key metrics like cross-sells, upsells, referrals, and net promoter scores to measure the impact of post-sales ABM activities.

Like conventional marketing trends, account-based marketing trends change from time to time. You can make the account-based marketing strategies relevant in 2022 only by adopting both existing and emerging trends. Hence, your account-based marketing strategies must remain flexible enough to adopt new trends early and proactively.

Digital Marketing Strategies for startups

13 Digital Marketing Strategies for Startups for 2022

Like large and established companies, startups can sustain profitable growth only by boosting lead generation and conversion activities. But startups, like small businesses, often lack big advertisement budgets. They can leverage digital marketing to generate, nurture, and convert leads despite small advertisement budgets. They can plan and tailor their digital marketing approach carefully to compete with large and established companies.

According to KeyDifferences.com,

Digital marketing is the fundamental term that includes each and every online marketing effort. In digital marketing, companies make use of all the digital channels to reach existing and potential customers. The channels may include Google search, social media, email, websites, so on and so forth. Further, the most important technology, upon which digital marketing relies is ‘Internet‘.

While making digital marketing strategies for startups in 2022, you must focus on implementing a multichannel marketing plan. Your digital marketing strategies must reach potential and customers through multiple communication channels. Likewise, your digital marketing plan must explore ways to integrate paid advertising and organic advertising seamlessly. That is why; you need to include a slew of elements to make the digital marketing strategies for startups bring optimum results.

13 Digital Marketing Strategies for Startups to Accelerate Growth in 2022

1) Mobile First Web Design

In 2021, more than 54% of global website traffic comes from mobile devices. The percentage of consumers accessing websites on smartphones and tablets will increase in 2022. You can make the digital marketing strategies for startups successful in the future only by adopting a mobile-first approach.

Instead of making the website look good on computers and mobile devices, you need to ensure that the website delivers an optimal user experience on the smallest screens. You must revamp the website to make it look, feel, and function like a mobile app. The redesigned website will keep visitors engaged by offering streamlined content and enhanced download speed.

2) Google My Business

Your digital marketing strategies for startups must make it easier for customers to find your business. Many entrepreneurs these days leverage the free tool provided by Google to optimize their profiles on Google Search and Maps. In addition to sharing important business information with customers, you can leverage Google My Business to interact with customers by requesting them to post reviews.

However, you must consider and compare some of the popular alternatives to Google My Business while implementing digital marketing strategies. Some of these websites allow you to publish business information, while others provide options to add customer reviews and product reviews. You can boost your startup’s online presence by creating profiles on multiple platforms. 

3) Search Engine Optimization (SEO)

In addition to delivering an outstanding user experience, the mobile-first design will boost your website’s visibility and ranking on popular search engines. But you must implement a search engine optimization (SEO) strategy to generate and convert more leads consistently. While optimizing the website for search engines in 2022, you need to keep in mind the latest search engine guidelines as well as the emerging SEO trends.

Also, your digital marketing strategy must boost the website’s search visibility by implementing both on-page and off-page SEO techniques. For instance, you must implement on-page SEO techniques to optimize a web page’s content, title tag, URL, and images. At the same time, you must boost the web page’s relevance, popularity, credibility, and authority by implementing off-page SEO techniques.

4) Search Engine Marketing (SEM)

You can implement SEO strategies to boost your website’s organic or unpaid traffic. But your digital marketing strategies for startups must complement SEO with search engine marketing (SEM).  Unlike SEO, SEM focuses on diverting more search traffic to the website through paid advertising. You must implement an SEM strategy to get more website visitors and generate more leads in a short amount of time.

However, startups have to increase their advertising budget to implement an elaborate SEM strategy. You must curtail SEM costs by adopting best practices like creating ads for specific keywords, matching ads and landing pages, and choosing pay-per-click (PPC) instead of pay-per-view (PPV). These best practices will help you to beat the competition and get fast results without breaking advertising budgets.

5) Content Marketing

According to the marketing statistics posted on Hubspot.com,

Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy.

The statistics depict how startups can generate and convert leads by creating, distributing, and promoting a variety of content. While implementing digital marketing strategies for startups in 2022, you must focus on the creation, distribution, and promotion of a variety of content – blogs, videos, podcasts, infographics, and ebooks.

At the same time, you must explore ways to influence the purchase decision of customers by persuading them to consume the content. Your strategy can engage and influence leads in 2022 only by sending personalized and targeted content. Also, you must match the content according to the customer’s current position in the buyer’s journey to solve the solve problems or answer questions.

6) Social Media Marketing

According to Techjury.net, an average internet user spends more than two hours daily on social networking platforms. However, most internet users spend more time on Facebook than other social networks. The massive popularity of social networks makes them one of the most powerful digital marketing channels in 2022. Your digital marketing strategies for startups must keep in place a robust social media marketing plan.

The social media marketing plan must be tailored according to your startup’s digital marketing goals by choosing the right social networks, creating relevant social media content, and keeping the brand voice consistent across platforms. For instance, your strategy must focus on creating a variety of social media content – posts, stories, photos, and videos – regularly. At the same time, the strategy must create a content calendar to ensure that the content is posted across social networks in an organized and consistent way.

7) Email Marketing

While implementing digital marketing strategies for startups, many marketers these days ignore email marketing.

But according to the digital marketing statistics compiled by wpforms.com,

49% of consumers say they would like to receive promotional emails from their favorite brands on a weekly basis.

Your digital marketing strategies can engage and influence customers in 2022 by sending personalized and targeted emails.

Your strategy must focus on creating an email list by persuading website visitors to share their email ids using techniques like sign-in forms and lead magnets. Also, you must create informative and interesting emails that keep the recipients engaged and convey the desired message. You can easily make the recipient take the desired action – visit your website, subscribe to the newsletter, or buy your product – by including powerful call-to-actions (CTAs) in the email.

8) Influencer Marketing

The massive popularity of social networks creates opportunities for startups to promote their product or services through an influencer. Your digital marketing strategies for startups must explore ways to promote products/services through product mentions and endorsement from influencers. While launching this style of digital marketing campaign, you can focus on individuals who are considered experts in their niche and/or have a dedicated social media following.

But the outcome of this digital marketing strategy will purely depend on your choice of social influencer. You can find the right social influencer for particular demography using online platforms like YouTube, Instagram, and Snapchat. Likewise, you can use specialized tools to identify and shortlist relevant social influencers for your niche and monitor their activities.

9) Video Marketing

While planning content marketing campaigns, you must focus on creating both text-based and visual content. But you must remember that video content is more effective than text and image content in engaging customers and making them absorb the desired messages. Also, you can influence the purchase decision of customers directly by posting explainer videos.

Your startup can get a higher ROI in 2022 by launching video marketing campaigns. The video marketing campaigns will focus extensively on showcasing and promoting your products/services through a variety of videos. Your digital marketing strategies for startups must focus on the creation and distribution of different types of videos – product demonstration, explainer, customer testimonial, company culture, and behind the scene.

However, each type of video must be tailored according to your marketing goals and target audience. You must use the video as a powerful tool to strengthen the sales funnel by choosing the appropriate length, tone, and style. Also, you must implement a video SEO strategy to keep the video popular and achieve marketing goals in the long run.

10) Referral Marketing

You can leverage referral marketing to acquire new customers through word-of-mouth of existing customers. Your digital marketing strategies for startups must run a referral program that incentivizes existing customers to tell and recommend your products or services to their family, friends, and coworkers.

The referral program will incentivize the existing customers by offering a variety of rewards – discounts, cashback, gift coupons, and referral bonuses. The rewards and freebies will encourage customers to refer and recommend your startup in their circle. However, you must use analytics to set up referral programs across websites, mobile apps, and social networks.

11) Retargeting Ads

While making digital marketing strategies for startups, you must focus extensively on engaging and retaining website visitors. Also, your strategies must make the visitors return to your website and perform the desired action by displaying retargeting ads. Your startup can display retargeting ads to convert window shoppers into customers.

According to Google Ads,

Retargeting ads allow your business to show targeted ads to the users who visited your website and didn’t complete a conversion – purchase an item, fill in a contact form, download a file, etc.

Popular search engines and social networks display retargeting ads to your website visitors based on the pages visited by them. The relevant ads will remind the customer about your product or service while they visit other websites. Also, retargeting ads often increase conversion rates by seducing customers to revisit your website.

12) Viral Marketing

Unlike other digital marketing strategies, viral marketing requires your startups to spread information about a product or service on the internet through consumers. The social networking platforms create opportunities for you to launch viral marketing campaigns successfully without escalating advertisement costs.

But startups often find it challenging to make consumers spread organic and word-of-mouth information about a product/service. You have to come up with out-of-box ideas to create content that more and more consumers will share on social networking platforms. Also, you must include the appropriate message or CTA in the trending content to persuade viewers to visit your website and take the desired action.

13) Customer Service

Many startups these days outperform large companies by delivering outstanding customer service. At the same time, there are many instances when awful customer services damaged the reputation and credibility of startups in hours. In 2022, you can promote customer loyalty and beat the competition simultaneously by leveraging customer service as a new-age marketing channel.

While implementing digital marketing strategies for startups, you must focus on keeping in place a multichannel customer service program. The program will enable every customer to solve problems and avail assistance using her choice of customer service channel. Also, you can enable customers to solve problems on their own by adding blogs, FAQ pages, and knowledge bases to your website.

Your startup can achieve and sustain growth in 2022 only by implementing a slew of digital marketing strategies. But you must remember that digital marketing trends change at regular intervals. Hence, your strategies for startups must focus on monitoring and boosting the performance of individual campaigns continuously. You must not evaluate the performance of every digital marketing campaign using the same metrics or KPIs.

For instance, you cannot use the same set of metrics to measure the impact of SEO and social media marketing activities accurately. Your digital marketing strategies for startups must clearly define the metrics for measuring the performance of individual marketing campaigns. The monitoring will help you to make the digital marketing strategies more impactful in 2022 by adopting emerging trends and implementing necessary changes proactively.

Sales Enablement Strategy

Sales Enablement Strategy

A business can generate leads regularly by running multichannel digital marketing campaigns. But salespeople cannot convert leads into customers and close sales deals without overcoming a slew of challenges successfully. They need a variety of resources to close more deals and convert more prospects. You can make it easier for your business’s sales team to overcome both existing and emerging challenges by implementing a sales enablement strategy.

According to the Association for Talent Development,

Sales enablement is the strategic and cross-functional effort to increase the productivity of market-facing teams by providing ongoing and relevant resources throughout the buyer journey to drive business impact. It encompasses sales training, coaching, content creation, process improvement, talent development, and compensation, among other areas.

Your sales enablement strategy must focus on boosting the efficiency of sales representatives by equipping them with essential resources like content, tools, and information. But the strategy must focus on providing the salespeople with many types of sales enablement content. Also, you need to ensure that the strategy must include the elements required to accomplish predefined goals.

You must consult marketers, salespeople, and content creators to create a strong sales enablement strategy that boosts increases sales conversion consistently. The strategy also must clearly define the metrics to be used for measuring the impact of the sales enablement activities. That is why; you must adopt a slew of best practices to ensure that the strategy boosts the efficiency and productivity of salespeople.

13 Best Practices to Develop a Successful Sales Enablement Strategy

1) Align the Strategy to Your Sales Alignment Goals

Most decision-makers implement sales enablement strategies with the aim to make salespeople more efficient and productive. But you can customize and finetune the strategy to achieve a slew of sales enablement goals – closing more deals, reducing customer churn, shortening sales cycles, and strengthening presence in new markets.

Before creating the strategy, you must clearly define your organization’s sales enablement goals and budget. The clarity will help you make the strategy align with your sales enablement goals by including the appropriate activities.

2) Identify Major Sales Enablement Challenges

The salespeople can close more deals only by overcoming many challenges successfully. Your sales enablement strategy can provide salespeople with the right tools, information, and content only by identifying the challenges faced by them.

You can easily identify the major sales enablement challenges by interacting and consulting the sales team. At the same time, you need to ensure that your strategy addresses some of the major sales enablement challenges like ineffective training and onboarding programs, outdated sales tools, irrelevant marketing content, and no collaboration between sales and marketing teams.

3) Make Sales Enablement Training an Ongoing Process

The technological and industry trends change frequently in the digital age. No organization can boost the efficiency and productivity of salespeople without making training, reskilling, and upskilling an ongoing process. Your sales enablement strategy must focus on training both existing and new employees regularly.

You can use a learning management system (LMS) to enable employees to update their knowledge and skills by launching a slew of training programs. But your strategy must boost the efficiency of salespeople by delivering a variety of sales training – product training, technology training, market/industry training, critical thinking, and change management.

4) Provide Salespeople with the Right Tools

Many organizations these days automate sales enablement, like other business processes, using software platforms and solutions. The sales enablement tools make it easier for salespeople to close deals by providing visibility across the sales content lifecycles.

A sales representative can leverage the features and tools provided by the specialized software solutions to search, synchronize, and score various types of content without putting in extra time and effort. But you must focus on choosing the right sales enablement tool for your business while making the sales enablement strategy.

5) Ensure Seamless Communication and Collaboration

While implementing sales enablement strategies, decision-makers often focus on boosting the efficiency of salespeople. But you cannot make the sales enablement strategy succeed without ensuring seamless communication between the sales and marketing teams. Your business must use a customer relationship management (CRM) system to make up-to-date customer data accessible to both marketers and salespeople. Likewise, it must leverage team collaboration software to ensure that marketers and salespeople can share actionable information and relevant content without any restrictions.

6) Keep Sales Collateral Accessible

Sales collateral helps salespeople to close deals quickly and speed up the sales process. Your sales enablement strategy must focus on providing the sales team with a slew of sales collateral – landing pages, product demos, testimonials, brochures, and sales scripts. But you need to ensure that every salesperson can access the sales collateral without any restrictions or delay. In addition to creating a variety of sales collateral, you must focus on keeping the resources organized and accessible. Salespeople can boost sales enablement activities by accessing the resources anytime and anywhere.

7) Encourage Sales Team to Drive Content Creation

The sales enablement content can increase conversion rates only by addressing customers’ needs, expectations, concerns, and pain points. You must involve the sales team in the content creation process to gather content ideas, choose the appropriate messaging, and identify key challenges. You must encourage content creators to interact and collaborate with salespeople to create impactful content. Also, the salespeople must review the existing content from time to time to suggest the improvements and changes required to keep the resources relevant.

8) Craft Case Studies/Customer Stories

While conducting pre-purchase research, customers evaluate information collected from various sources. Most customers rely on the opinion of people who are currently using the particular product/services provided by a business. You can make it easier for salespeople to close deals by providing them with niche case studies. The salespeople will use the niche case studies as a powerful tool to showcase the effectiveness of the product/service in resolving real-time problems. Your strategy must focus on crafting customer case studies regularly both new and existing products.

9) Prefer Visual Content to Text-Based Content

The content marketing statistics posted on several websites suggest that visual content keeps people engaged longer than text-based content. Your sales enablement strategy must focus on presenting information to both salespeople and customers through multimedia content like infographics and videos. For instance, you can make customer studies more appealing and engaging by switching from video content to written content. Likewise, you can make it easier for salespeople to understand and analyze information by creating infographics. 

10) Provide Multiple Email Templates

Both marketers and salespeople use emails as one of the most preferred communication channels to connect with and engage leads. Salespeople send a large number of follow-up emails to leads throughout the buyer’s journey. You can make it easier for salespeople to send emails to a large number of leads by providing them with email templates.

The email templates will cater to leads according to their current position in the sales process without requiring salespeople to write fresh emails. Your sales enablement strategy must focus on creating relevant email templates that do not require elaborate customization and finetuning.

11) Facilitate Multichannel Content Distribution

Your sales enablement strategy must enable salespeople to deliver the right content to every customer in the right way. Both B2B and B2C customers these days access and consume information through multiple channels. Hence, salespeople cannot provide sales enablement content to leads effectively only through emails and phone calls. They must focus on communicating with customers through multiple channels at every stage in the sales process. Likewise, they need to ensure that every prospect has the option to access the content through her preferred communication channel.

12) Implement a Sales Enablement Content Strategy

Content is one of the key factors that will drive and impact your sales enablement strategy directly. While implementing the strategy; you must focus on creating and providing a wide range of sales enablement content. Some of the content will help salespeople to access the information and knowledge required to influence leads. At the same time, the salespeople will engage and influence customers throughout the buying process by providing relevant and targeted content. Hence, you boost sales enablement activities only by keeping in place a robust sales enablement content strategy.

13) Define Sales Enablement Metrics

Your organization has to invest additional resources to make the sales enablement strategy succeed. Hence, you must measure ROI based on the impact of various sales enablement activities. Most organizations consider both sales activities and sales results while evaluating the performance of sales enablement activities. While forming the strategy, you must clearly define the key metrics for measuring the impact of various sales enablement activities – win rate, competitive win rate, sales cycle length, average selling price, content adoption, and lead-to-opportunity conversion rate.

Salespeople these days face new challenges regularly while converting prospects into customers. Your sales enablement strategy must help salespeople to address existing and new challenges effectively by providing fresh content, up-to-date information, and advanced tools. That is why; you must keep the sales enablement strategy flexible and dynamic to enable sales representatives to close more deals by accessing the right resources at the right time.

Bad SEO Practices Your Business Should Avoid

Bad SEO Practices Your Business Should Avoid

SEO or search engine optimization is arguably one of the most essential and confusing digital methods for growing your business. Even if you receive training as an SEO specialist, the skills you need to perform SEO tasks are varied and require you to be both innovative and technical.

Whether you’re trying to get a broader understanding of how to create interesting content or comprehend response codes for your server, SEO execution can be overwhelming. However, SEO is a vital part of your online marketing strategy and you should find the most effective ways to incorporate SEO into your company.

Like most other digital marketing tactics, SEO is evolving constantly. This means that there are outdated methods for SEO that you should avoid when you want to move your business forward. Here are a few bad SEO practices your company should get rid of.

Bad SEO Practices Businesses should Avoid

Over-Prioritizing Keywords

Research pertaining to keywords is often considered the foundation of SEO. It’s important to create content that features the terms and keywords that your target demographic is searching for. However, if you use these keywords too much, your SEO strategy could be negatively affected. For instance, if you run a law firm, you’ll like want to use law firm SEO terms like “attorney,” “personal injury,” or “free consultation. Just be sure to evenly distribute these phrases so your content reads clearly and comes off as informative and authentic.

When you use keywords in unnatural ways or when users can tell that your keywords don’t complement the rest of your site content, this could deter customers from using your products and services. The user experience should be your priority so make sure your content is easy to read and informative.

Google is one of the best examples of a search engine that operates on semantic search. This means the search leans more toward the content of the searcher rather than the exact words typed into the search bar. This allows Google to deliver search results that are relevant to a term the user is searching for instead of a precise match. As a business owner, you should concentrate less on including specific keywords on your home page and landing pages and more on key phrases that will point potential customers in the right direction.

As Google rolls out its new algorithm change, it will be more important than ever to focus on the quality of the content you provide rather than using as many keywords as possible or ones that organically do not make sense to the type of content you are writing. You will also want to avoid a concept called keyword stuffing. This is when you overuse a keyword or multiple keywords throughout the text. Google’s algorithm can detect this and it will not be favorable to your content.

Remember, make sure the keywords you use are relevant to your consumer’s search query, are not overused, and that your content informatively answers the consumer’s inquiry.

Creating a Landing Page for Every Keyword Variation

Instead of focusing on an SEO experience that is positive for the consumer, older SEO tactics include creating separate landing pages for every variation of the company’s main keywords. For instance, consider the following keywords: dinner, easy dinner, easy vegan dinner. In the past, SEO specialists would have created separate landing pages for every search term. This usually led to an unfavorable user experience since potential consumers often had a hard time finding the exact product or service they wanted.

Again, Google has changed the way companies execute SEO in this regard. Google offers precedence to pages that cater to the intent of the searcher. This allows you to get rid of web pages that don’t serve your customers. In the example of the keywords above, it would be best to create one product image for easy vegan dinners that include all of the above mentioned keywords. The interests and needs of the consumer are the same so it would be more efficient for you to create a single landing page that informs the customer about what you have to offer.

Publishing Too Much Content

Now that content is such an important part of ranking your company website, you may feel that you have to fill all the pages of your website with extensive content. However, this doesn’t necessarily increase traffic. Consumers may begin to think that your business lacks substance and the abundance of content could make your website look low-quality. When your website has a lot of low-quality content, search engines can perceive it as spam which will make people less likely to visit your site.

Keep in mind that more content doesn’t mean you’ll get more traffic. All the content on your site should have a specific purpose. If you can’t pinpoint where certain content should be on your website, it’s best to leave it off.

Make sure you are relevant in the type of content you are creating. If you are a health site, posting an article about business tech would be irrelevant. However, an article on telehealth services might. Consider if the article would be useful to your audience.

You should also avoid “spun content”. Spun content is using a robot to rewrite a previous article on your site to produce another article that is worded differently but with the same information. Your website visitors will notice this and think your site is spammy. Google’s bots do not like this either.

Implement Great SEO Practices

Having a strong SEO strategy for your website will pay off in the long run. These are just a few of the things your company should avoid when you’re trying to produce engaging content that is easy to find. Ensuring that your site’s content is a professional representation of your company can boost your business’ reputation, protect you from legal battles and increase your client base. Do as much research as you can on what strategies you should implement and what you should avoid. This will set up your site for success.

Digital Marketing KPIs for Aspiring Marketers

Digital Marketing KPIs for Aspiring Marketers

Unlike traditional media, digital media makes it easier for aspiring marketers to drive on lead generation and lead conversion activities through direct interaction with consumers. Aspiring marketers can further customize marketing strategies and curtail marketing expenditure by interacting with customers through a wide range of digital marketing channels – websites, mobile apps, organic search, paid search, social media, emails, and online display ads.

But no aspiring marketer can generate qualified leads and drive conversion rate simply by launching multiple digital marketing campaigns. In addition to interacting with consumers through multiple channels, aspiring marketers must measure and track the performance of every digital marketing campaign based on quantifiable goals set in advance. Also, they must use the appropriate digital marketing KPIs or metrics to measure the performance of marketing campaigns accurately.

According to Amazon Advertising,

Marketing metrics are a quantifiable way to track performance and are an important marketing measurement tool for gauging a campaign’s effectiveness. The most appropriate marketing metrics vary greatly from one campaign to the next, but in general, they measure the effects of your campaign on audience actions. The right marketing metrics to measure will be the ones that ultimately have the most impact on your business goals, which may be sales generated for one campaign but incremental reach for another.

In addition to measuring the success or performance of campaigns, marketing key performance indicators (KPIs) or metrics help aspiring marketers to optimize the ongoing digital marketing campaigns by taking the required action. Also, they make it easier for digital marketers to make informed decisions while implementing digital marketing strategies in the future. But both experience and aspiring marketers must choose and combine the appropriate digital marketing KPIs according to the type and nature of the digital marketing campaign.

20 Digital Marketing KPIs Every Aspiring Marketer Must Measure and Track

1) Monthly Website Traffic

The aspiring marketers must use monthly website traffic as a fundamental digital marketing KPI. As its name suggests, this metric depicts the number of people who visited the website over a particular month. The marketers can identify a surge or decline in monthly website traffic by comparing the metric with traffic volume for previous months. The widely used web analytics services enable marketers to divide website visitors into multiple categories using parameters like pages, landing pages, blogs, and product categories.

2) Visits per Channel

Inbound marketing campaigns divert traffic to a website through various channels or from various sources. The aspiring marketers must compare various channels or sources based on website visitors. For instance, they can use visits per channel to compare the number of website visitors across popular marketing channels like organic search, paid search, social media, and referrals. Also, they can increase monthly website traffic by targeting the channels or sources that do not meet preset goals.

3) Average Time on Page

A visitor spends more time on a website only when the pages keep her engaged. Marketers can convey the desired marketing message to visitors only by identifying the pages that keep them engaged and finetuning the pages that do not meet visitors’ expectations. Aspiring marketers can use average time on a page as an important KPI to measure the effectiveness of individual web pages in keeping visitors engaged. They can use web analytics services to compare the different categories of web pages – home page, landing pages, blog pages, and product categories.

4) Leads

A business can increase revenue and profits only by generating and converting more leads. But marketers convert the leads generated over a period into two broad categories – marketing qualified leads (MQL) and sales qualified leads (SQL). The sales team can close transactions by initiating direct sales follow-up with SQL. But marketers must nurture the MQL by sending targeted and personalized convert to create sales opportunities. That is why; marketers consider both MQL and SQL to measure lead to close ratio accurately.

5) Cost per Lead

Most enterprises these days run multiple digital marketing campaigns to generate more leads. They can predict and digital marketing expenditure accurately only by knowing the money spent to generate or acquire a new lead. Aspiring marketers must consider the number of leads generated over a specific period while calculating this digital marketing metric. Also, they must consider the lead nurturing and conversion process to justify the cost per lead.

6) Lead Conversion Rate

A business cannot increase revenue and drive growth simply by generating more leads. The marketers can achieve preset goals only when most of the leads become customers. They use this digital marketing KPI to know what percentage of leads become paying customers. The simple metric is calculated by dividing the number of leads converted into customers by the total number of leads. However, many marketers consider the revenue contributed by converted leads to make informed decisions. 

7) Cost per Conversion

Businesses these days run digital marketing campaigns to drive both lead generation and lead conversion activities. The KPI helps marketers to measure the average cost incurred to convert a lead into a customer. The marketers can use a customer relationship management (CRM) system to know the amount of lead generated during a specific period. Also, they should consider the conversion rate for a specific period.

8) Sales Revenue

The primary goal of every digital marketing campaign is to increase sales revenue consistently. Most enterprises these days measure the performance and success of various digital marketing campaigns based on the sales growth or increase in sales revenue. Many entrepreneurs these days share sales figures with digital marketers honestly to make them assess the contribution of individual campaigns towards sales growth. While calculating this crucial metric, digital marketers can compare the performance of various campaigns based on sales revenue.

9) Landing Page Conversions

Most digital marketing campaigns these days divert leads and customers to landing pages. Hence, the look, feel, and structure of the landing page impacts conversion rate directly. This digital marketing KPI helps aspiring marketers to assess the performance or effectiveness of landing pages based on the percentage of visitors becoming customers after visiting the landing page. If the landing page conversion rate is low, the marketers must revamp the page design and make the call-to-action (CTA) more impactful.

10) Customer Lifetime Value

This important digital marketing KPI helps marketers to determine the worth of a customer based base the sales initiated by her throughout the relationship with a business. A digital marketer can measure the lifetime value of a customer only by considering the total revenue as well as gross margin.

Total revenue refers to the combined prices of products or services sold during a particular financial year. On the other hand, gross margin refers to the percentage of sales revenue the business earns as gross profit. Customer lifetime value is calculated by multiplying total revenue, gross margin, and the number of repeat purchases.

11) Customer Retention Rate

Businesses can drive sales without increasing customer acquisition cost only by retaining existing customers. Also, businesses have to spend more on lead conversion than customer retention. That is why; marketers need to use customer retention or reverse customer churn as a metric to know if customers are returning and placing orders repeatedly. This digital marketing KPI helps marketers to assess both customer experience and customer service. They have to implement strategies to increase customer retention rates by improving customer experience and service simultaneously.

12) Customer Response Rate

Digital marketers can run campaigns successfully only when the targeted audience responds to the information shared or messages sent through various digital marketing channels. They use customer response rate as a key metric to what percentage of customers respond to the communication efforts. Digital marketers calculate customer response rate as a percentage of the number of customers responding to communication efforts to the number of customers who are contacted.

13) Bounce Rate

Digital marketing campaigns divert visitors to a website regularly. But a business cannot generate more leads or increase conversion rate if the visitors leave the website without taking the desired actions -place an order, click on a link, access other web pages, or fill in forms. Bounce rate helps digital marketers to know if the web page or landing page is effective in keeping visitors engaged and persuading them to take the desired action. Marketers calculate this KPI as a percentage of the visitors who access only a single page to the total number of website visitors.

14) Organic Search Traffic

Most organizations these days run search engine optimization (SEO) campaigns to divert traffic to their website organically from search engines. Popular web analytics services make it easier for aspiring marketers to track and measure organic search traffic to a website. Hence, marketers can easily assess the performance of SEO campaigns based on an increase or decrease in the number of website visitors from organic search.

15) Social Media Engagement

Web analytics services help marketers to measure the amount of traffic a website gets from popular social networking platforms. The marketers can further know the number of unique visitors from individual social networks. But they can assess the performance of social media marketing campaigns only by tracking the growth of followers, and the number of likes, shares, and comments. Also, they must assess the performance of individual social media marketing campaigns based on social media conversions.

16) Email Click-Thorough Rate

This important digital marketing KPI helps marketers to measure the performance of email marketing campaigns. The metric indicates the percentage of recipients who respond to the marketing and promotional emails sent by a business by clicking on any link included in the emails. Marketers can easily calculate this metric by dividing the number of clicks generated by the total number of emails sent after individual campaigns. They have to focus on sending targeted and personalized emails to achieve a higher click-through rate.

17) PPC Click-Through Rate

Unlike organic digital marketing campaigns, pay-per-click (PPC) campaigns require a business to pay publishers only when an advertisement link is clicked on. That is why; marketers use click-through rate as the primary KPI to measure the performance of paid advertising campaigns. A higher click-through rate helps them to increase website traffic and reduce customer acquisition cost simultaneously. But aspiring metrics must use the quality score as a crucial metric to relevance and appeal of the paid ads based on quality scores.

18) Churn Rates

Customers access cloud-based software and services based on various subscription models. Hence, marketers have to track the percentage of customers who discontinue their subscriptions over a specific period. Marketers measure the percentage of customers who have discontinued subscriptions using customer churn rate as a KPI. But they measure the impact of customer churn on the monthly recurring revenue accurately using a different metric – revenue churn rate.

19) Time to Payback Customer Acquisition Cost

Businesses have to incur upfront and recurring expenditures to generate, nurture, and convert leads. They calculate the overall customer acquisition cost based on the total amount spent to convince customers to buy products or services by adding marketing campaign cost, marketing software cost, and marketing team salary. Marketers calculate time to pay back customer acquisition cost as a key digital marketing metric to estimate the time required to earn back the marketing cost incurred to acquire a customer.

20) Net Promoter Score

A large percentage of customers these days share positive brand experiences with their friends on social networking platforms. Hence, digital marketers measure a customer’s brand experience by checking if she will refer or promote the product or brand to others. This KPI helps digital marketers to check the percentage of customers who will refer the brand to others. The marketers have to divide the customers into three categories based on how likely they will recommend the brand – promoters (9-10), passives (7-8), and distractors (0-6). 

The aspiring business can measure, analyze, and track the performance of a digital marketing campaign accurately using the right metrics or KPIs. But they must not measure the performance of multiple marketing campaigns using the same set of digital marketing KPIs. They can make informed decisions only by picking and combining the right digital marketing KPIs for individual marketing campaigns.

Monumetric Review

Monumetric Review

According to the activities reported by popular blogging platforms, there are more than 570 million blogs on the internet. Also, over 7 million blog posts are being published every day. These statistics suggest that millions of bloggers and content writers write and publish blogs on a wide range of topics on a daily basis. But no content creator or content publisher can earn recurring incomes without monetizing her website or app using one of the popular ad networks for bloggers.

Monumetric is one of the most popular ad networks for bloggers. The ad network was launched in 2012 as a publisher network called The Blogger Network. Founders rebranded The Blogger Network as Monumetric in 2016 with the aim to help clients monetize their website traffic. At present, many bloggers join this ad network to earn recurring income according to page views per month.

Monumetric enables bloggers to monetize their websites or blogs according to traffic size. Every blogger can monetize her blog by choosing from four distinct programs launched by Monumetric – Proper, Ascend, Stratos, and Apollo. A blogger can join Proper if her monthly page views range from 10k to 80K, while she can join Ascent when the monthly page views range from 80K to 50K.

Likewise, a blogger can join Stratos if page views/month from 500K to 10MM and join Apollo when her monthly page views/month exceed 10MM. The programs create opportunities for bloggers to earn recurring income during various pages of the website growth. But bloggers must remember that Monumetric, like other popular ad networks for websites and apps, has its own pros and cons.

Monumetric Review: Advantages

Managed Ad Services

The self-service ad networks require bloggers to create and run online ad campaigns. But Monumetric offers managed ad services that take care of setting up, tracking, managing, and reporting various ad units. Hence, bloggers do not need to focus on the creation and placement of ad units. They can focus on increasing the number and quality of blogs after allowing Monumetric to access the website’s dashboard.

Varying Ad Units

Monumetric is one of the ad networks that support a wide range of ad units – leaderboard, medium rectangle, half page, skyscraper, small display ads, collapsible display ads, in-image ads, rich media ads, and native ads. The various ad formats create many ad placement options. Also, they help bloggers to earn more by increasing ad impressions and clicks. At the same time, the team at Monumetric boosts ad revenue by finding the best ad combinations.

Multiple Revenue Models

Most of the popular ad networks for bloggers support a single revenue model. But Monumetric supports two widely used ad revenue models – pay per click (PPC) and pay per view (PPV). Hence, a blogger earns revenue each time a website visitor spends time on the website or clicks on the display ads. The multiple revenue models create opportunities for bloggers to increase recurring income effortlessly.

Options to Increase Ad Income

Monumetric creates opportunities for bloggers to increase ad revenue by increasing monthly page views. The blogger can further increase income by deciding the type of ad units to be displayed on the blog. Likewise, they can keep the visitors engaged by disabling irrelevant display ads on specific pages. The bloggers can further increase revenue by 2% simply by requesting publishers to switch from other ad networks to Monumetric.

Personal Support

Monumetric scores over other popular ad networks for blogging websites and apps in the category of personal support. Every blogger has the option to interact with a dedicated representative once her blog is approved by Monumetric. Hence, she can generate more ad revenue by creating and finetuning strategies by collaborating with seasoned professionals. The representative can further make the display ads more impactful by suggesting relevant changes to the blogger.

Monumetric Review: Disadvantages

Minimum Monthly Page Views

As mentioned earlier, Monumetric allows bloggers to choose from four programs according to monthly page views. But a blogger can join the programs only when the website’s monthly page views exceed 10000. Hence, bloggers have to put in extra time and effort to grow their blogs before applying for the programs launched by Monumetric.

Approval Period

Monumetric generates ad revenue by collaborating with several partner networks. It starts running ads on the pages only after the blogs are approved by relevant network partners. Hence, the ad network takes approximately 3 months to approve the blogs and run display ads.

Payment Threshold

At present, Monumetric supports a net-60 payment schedule. Hence, a blogger will receive payment 60 days after the end of the month. Hence, she has to wait for almost two months to receive payment. For instance, a blogger will receive the income earned in January only in April. The delay often impacts the finances of professional bloggers.

Setup Fees

Monumetric does not require bloggers to pay any implementation fees if the website’s monthly page views exceed 80000. But the blogger needs to pay $99 as set up fees to join the programs launched by Monumetric if the monthly page views are less than 80000. The setup fees make the application procedure expensive for beginners and novice bloggers.

Monumetric Review: Considerations

Many content creators and publishers increase revenue by opting for Monumetric as an alternative to Google AdSense. Every blogger has the option to earn and increase revenue by choosing from four programs launched by the ad network.  The programs enable bloggers to earn from $5 to $15 per every thousand impressions. Also, the ad network will make payments according to a net-60 payout schedule.

However, the earning will vary according to the blog niche. Also, a blogger can earn more revenue if most of the website traffic is coming from three specific countries – USA, UK, and Canada. While evaluating and reviewing Monumetric, bloggers must remember that many ad networks support higher payment thresholds and lower minimum monthly sessions.

Monumetric is one of the leading ad networks that help bloggers to earn and increase income according to monthly page views. But a blogger can join one of the programs launched by Monumetric only when her website has a minimum monthly page view of 10K. Hence, she needs to publish and promote content for a longer duration to monetize the website with ads by leveraging the programs launched by Monumetric.