Monthly Archives :

May 2020

STRATEGIES TO HELP CUSTOMERS FIND YOU ONLINE

STRATEGIES TO HELP CUSTOMERS FIND YOU ONLINE 900 600 Maddi Koenig

Did you know that 67% of a customer’s journey happens online? More and more, consumers are doing online research before making any kind of decision to purchase products or hire services. If you’re not showing up prominently in online search results and social media, it’s unlikely that potential customers will find you. To really attract an audience, you need to make it as easy as possible for customers to find you online. Let’s go over a few strategies to help you do that.

Stake Your Claim on Your Name

Claim your name on every social media platform you might ever want to use, even if you don’t plan to use them all now – if you wait, they may not be available later. Create a custom URL for each social network whenever possible (most platforms allow this). This makes it easier for others to find you on social media and allows you to point people to a customized name that is easy to remember. Use the same name for your website domain and social media networks if possible (or choose a second name to use when the first isn’t available). Ideally, this name should include your business name.

Title case your website domain and social media URLs on all of your marketing (capitalize the first letter of each word). That way they will be easy to read and remember – you want them to be recognizable with a quick look.

For example:

facebook.com/WildFigMarketing 

is much easier to read than

facebook.com/wildfigmarketing 

Do you see what we mean? This is especially helpful if your URL is lengthy.

Note: how people enter the URL into their browser won’t matter – whether they use capitals or lower case they’ll still get to your website or social media page. Title casing just makes it easy for people to see your name at a glance.

Consistently Post New, Relevant Content 

Your website and social media accounts don’t have to be flashy but they do need to cater to your target market. Think about what your customers need from you:

  • Why have they come to your site?
  • What do they want to know?
  • Is the most important information easy to find?
  • Is your main message highly visible?

Relevant content will grab your customers’ attention and keep them coming back for more.

Another important element in your online presence is consistency. You want to post on your blog and social media networks as often as you can to keep the momentum going, but you also need to think about how often you’ll be able to consistently post. If you start posting daily, your readers will come to expect that and will see you as less reliable if you suddenly drop down to once a week. If all you have time for is a weekly post, then do that – just be consistent.

Boost Your SEO With Keywords

Believe it or not, the text content on your website is even more important than visual elements. It conveys your message of course, but it’s also how Google finds and ranks your site. Make sure all of the text throughout your website is keyword-rich. (Check out our blog on keyword strategy here). Keywords – the words people would use to search for your product or service online – are how you get noticed by Google search.

Keyword-rich content will boost your SEO (search engine optimization) and help you appear prominently in online search results. The goal is to rank on the first page of Google search, as people rarely look beyond the first page. Since it is difficult to rank on the first page for every possible thing your customers would search for, focus on a few words or phrases that reflect what’s most important to you and use those keywords throughout your website copy. You can also use keywords in page titles, meta tags, image descriptions, and page descriptions to help boost your SEO.

Stay Active on Social Media

Stay in front of your audience by being consistently active on social networks. To start with, figure out which networks your target market uses most. The most common are Facebook, LinkedIn, Twitter, Instagram, and Pinterest, but the ones you focus on will depend on your target audience’s demographics. Regardless of which network or networks you choose, our advice is the same – stay active and use these networks to interact with your audience.

That doesn’t mean you have to post your own new content every day. Do post some relevant content of your own, but also share content you find and want to pass on to your followers, post polls and questions to gather opinions and increase engagement, respond to comments people post on your page, and comment on others’ pages and posts.

Also, keep your finger on the pulse of what others in your industry are doing online by joining groups, following other accounts whose content you find useful, following people who follow you, and subscribing to blogs in your industry. These things will all help you become an online resource in your area of expertise and get you seen by your customers.

Sprinkle Your Website and Social Media Addresses Like Confetti 

In other words, put them everywhere! Add icons or clickable links to your email signature, website, eNewsletters, ebooks, and other online documents. Add this information to all of your social media networks too, so people can connect with you on multiple sites if they want to. If you’re short on space or the platform only allows for one or two sites, include only your top ones. Don’t forget to make sure all of the links work, and if possible set them to open in another tab.

On your website, make your social media icons easy to find. Generally speaking, the top or bottom of the page (or both) is the best spot for them. Make sure the icons are big enough or spaced far enough apart to be able to easily click or tap on them.

You should also include your website and social media URLs on all printed materials, including business cards, brochures, ads, product packaging, letterhead, invoices, and more. Make sure your customers can find your accounts easily.

All of these tips will help you stand out online so your target audience can easily find and engage with you. Need help with your online marketing strategy? We can help. Wild Fig Marketing is your digital marketing agency! Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!

OUR FAVORITE MEMES OF QUARANTINE

OUR FAVORITE MEMES OF QUARANTINE 900 600 Amy Judge

From home haircuts to homeschooling, from TP to PJs and evvvvvvverything in between, these are some of our team’s favorite, most laugh-worthy quarantine memes. So put on some comfy clothes (oh wait,  they’re on), pull up a chair, pour yourself a dri- uh, a cup of coffee, and settle in for some funnies.

Passing on home haircut PTSD to the next generation.

 

But at least we’re in this together, right kids?…Kids?

 

Zoom meetings take self-discovery and team building to a whole new level.

 

Can I blame Carole Baskin for my lack of productivity today?

 

So in other words, we’re all saving some money on travel this year.

 

That should cover it.

 

Things are getting a little hairy on the home front.

 

Epic Pajama Fail 2020

 

Although 6′ isn’t far enough if there’s cookie dough in there. 🍪

 

On the other hand, maybe we’ll just stick to water. 💦

 

Dogs 🐶 – 1, Cats 🐱 – 0

 

Oh, the irony.

 

This looks like an arbitrary Zoom meeting screenshot.

 

I actually feel bad for my car. Is that weird? 🚗

 

Same. 🏠

 

And fruit snacks are cheap!

 

We have important matters to discuss.

 

I knew it was going to come in handy one of these days!

 

Brilliant.

 

I declined.

 

The independence I’ve been trying to foster is finally paying off.

 

Suckers! 🐹

 

I’m with you. 🚽

 

Um, moving on…

 

Hey, don’t judge. At least it’s not pajamas.

 

It’s all very confusing.

 

I didn’t think it was possible to hate grocery shopping even more.

 

Damn Karen.

 

I thought a stroll to the fridge was more like 10 steps?

 

When you can’t say anything nice, take your wife to the spa.

 

“We’ve got this.”
– Coffee

 

Sorry coffee, I’m seeing someone else…

 

Target.com really knows how to show some appreciation.

 

See? I can homeschool!

 

Too much of a good thing is too much of a good thing.

 

It would be helpful to know these things.

 

Age is beauty. Homeschooling is madness.

 

Er’ day at work.

 

Two-day shipping baby!

 

We hope you had as much fun reading these memes as we had finding them! If you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, our team at Wild Fig Marketing has the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!

CORONAVIRUS CONTENT TRENDS

CORONAVIRUS CONTENT TRENDS 900 600 Mindy Traylor

and Ways to Adjust Your Content Marketing Strategy Accordingly

In light of the coronavirus pandemic, it seems like everything is changing. Three months ago, we didn’t think twice about meeting a friend for lunch, catching a Friday night movie or snatching up tickets to a show or sporting event. Now, many of us would sell a kidney for any one of these opportunities. As a result of drastic changes on the world stage, content is shifting as well. What people are searching for and engaging with is driving new trends and savvy businesses are paying attention.

Trends in content creation include:

 Content that brings joy

Inundated by countless stories of tragedy and loss and a large amount of personal and professional uncertainty, we want a breather. We want good news. So much so that, as of April,  Google searches for “good news” were up 355%.

The Tonight Show host, Jimmy Fallon, responded with The Tonight Show: At Home Edition, a quarantine version of his mainstream late show. And it’s a raging success. Fallon’s show fills homes around the country with late-night humor, relatable anecdotes and silliness…with a side of virtual A-list star interviews, of course.

In an attempt to offset the pervasive negative news, many social media platforms, news stations and publications are drawing attention to COVID-specific “good news,” highlighting heroes on the frontlines, recovery stories, mask and PPE drives and donations, etc.

Content that invites participation 

Spending months in quarantine is breeding a prevailing sense of boredom. In response, many of us are seeking out participatory activities.

The social media platform, TikTok – famous for lip-syncing, dance and comedy videos – has experienced a recent jump in app users. In March alone, more than 12 million people checked the app out for the first time. 

In response to social distancing guidelines and shelter-in-place orders, many businesses such as gyms, art studios and dance studios are converting their classes into a participatory online format, giving consumers the opportunity to connect with others while still pursuing the activities they love.

Content that fosters connection 

Whether we are quarantining alone, with family members or with roommates, many of us are feeling cut off from important relationships and things we enjoy, causing a spike in depression and anxiety. One way people are choosing to combat this is through digital connection. Digital connection platforms such as FaceTime, Skype and Zoom have been around for a while and we were certainly using them. Now, however, usage is at an all-time high, leaving everyone with a pulse wishing we had purchased their stock. These platforms make staying in touch with family and friends much easier and help facilitate many participatory activities, including the ones listed above.

As the content consumers seek out changes, businesses are switching up their marketing approaches.

Fresh marketing strategies include:

Issuing COVID-19 positioning statements 

Whether or not you’re in the foodservice or hospitality industry, consumers want to know your business’s position on the COVID crisis. This knowledge gives them peace of mind and creates a “we’re all in this together” sense of solidarity. It also sets consumer expectations: Is the pandemic driving the demand for certain products, causing lower-than-normal inventory? Will it take you a little longer to return emails and phone calls or ship out products? Email a COVID positioning statement to your subscribers and add it to your company website.

Creating content hubs

Hopefully you’re finding innovative ways to market your products or services during this time. As you create content that intersects current consumer needs, create a hub on your website for this in-demand material. A content hub makes it easier for consumers to access your valuable information and positions you as an industry leader during this uncertain time.

Creating fresh, relevant content 

Make sure your content is relevant. No one saw a worldwide pandemic on the horizon so this might mean readjusting your marketing schedule a bit. Discover what people are searching for by checking out trending posts on Reddit and regularly consulting Exploding Topics for popular keyword searches.

Prioritizing highly relevant content 

Move relevant content to the top of your blog. Highlight it in your weekly emails and in your monthly newsletter. And you don’t have to reinvent the wheel. See if you can refresh and republish old content that may intersect current events and address people’s newfound concerns and needs.

As you engage your audience with fresh, relevant content, maintain your brand image and your integrity. Don’t play off of people’s fears – there’s enough fear-mongering out there already! Meet your audience where they’re at. Address their concerns, educate them about your product or service and how it can help them navigate this time and continue to provide the valuable content they’ve come to expect from your brand. A nimble marketing strategy generates referrals and creates lifelong customers.

Wild Fig Marketing is your digital marketing agency! Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!

ADJUSTING YOUR B2B MARKETING STRATEGY DURING AN ECONOMIC DOWNTURN

ADJUSTING YOUR B2B MARKETING STRATEGY DURING AN ECONOMIC DOWNTURN 900 600 Kari Switala

In the best of times, a comprehensive marketing strategy is vital to the success of your business. In an economic downturn it becomes even more crucial. You need a marketing strategy that focuses on the needs and wants of your target market, and those needs and wants change during a downturn. To stay on the right track, you will need to adjust your B2B marketing strategy accordingly.

Whatever You Do, Don’t Stop Marketing

keep marketingWhen the economy slows down, it can be tempting to stop spending on marketing to save money. Don’t do that. Slashing your marketing budget will only help in the short term – in the long run it will weaken your brand and leave you less profitable. Your marketing dollars, if spent wisely, are never wasted. Plus, there are plenty of marketing options available that won’t break the bank. Keeping your business top of mind with current clients and potential customers is crucial right now – that way, when the market recovers (and it will), they’ll think of you when they’re ready to buy.

Analyze Past Performance

It’s important to measure audience engagement with your online content, whether it’s blogs, ads, social media posts, or other content. That way, you can invest in what’s working and adjust or cut what isn’t. Review data from Google Analytics, Google Search Console, Facebook analytics, and other platforms you’re using to determine what types of content are doing the best job of engaging your target audience. For the ones that aren’t up to snuff, either make improvements to them or cut them for now.

Focus on the Basics: Email, SEO, and Content

As you’re sorting through your marketing strategy, there are three items that should stay on it regardless of what else you cut – Email Marketing, SEO, and Content Marketing.

  • Email Marketing is one of the most effective (and cost-effective) forms of marketing you can do. It is an easy way to build loyalty and trust with your customers, it costs very little, and it enables you to deliver relevant content directly into your customers’ inboxes. See our recent blog post for our best tips on writing emails people will actually open.
  • SEO Marketing is a long-term marketing strategy – you need to keep plugging away at it if you want results. In your SEO marketing, always make sure you focus on using strategically placed keywords, building content with a clear goal in mind, and distributing that content to relevant sites to reach your customers.
  • Content Marketing enables you to educate and influence your target audience and close sales – even in an economic downturn. When done well, content marketing will give you a great return on your investment. To get the most out of this type of marketing, you need to be consistent and focus on creating content that builds trust with your target market. Check out our recent post to learn why blogging is a must-have for your marketing strategy.

Understand Your Target Market

Once you’ve determined what types of marketing you will stick with, take some time to make sure you’re addressing the current needs and wants of your target audience. In an economic downturn, people (and businesses) generally fall into one of four categories:

  • Slam on the Brakes – This group is the hardest hit by an economic downturn. They will immediately stop unnecessary spending and hold on for dear life.
  • Pained But Patient – This group is a little more optimistic about the long-term, but still nervous about the short-term. They will slow down their spending, but not to the same extent.
  • Comfortably Well Off – This group feels secure about their ability to survive. They will be a bit more selective about their spending, but will continue to spend at nearly the same rate as before.
  • Live for Today – This group functions pretty much as usual and is generally unconcerned about the future. They are likely to continue spending normally as long as their income allows it.

To best address your target audience’s needs and wants during this time, you’ll need to find out where they fall and adjust your marketing strategy accordingly. The best way to find this out? Ask. Interview your most loyal clients to learn what their motives and plans for spending are in the near future. Find out what they need right now and think about how you can help meet that need.

Gather Reviews & Testimonials

Now is a great time to ask current clients for reviews or testimonials. Reviews strengthen your online reputation and help build trust with potential customers. Think about it – how often do you make purchasing decisions these days without first checking online reviews? For most of us, customer reviews are a big part of the research we do prior to purchase.

Reach out to past and current clients to ask for reviews on Google, Facebook, or Yelp, or for a testimonial you can use in your marketing. Use these reviews and testimonials on your website, social media, ads, and other online content to help boost consumer confidence in your business.

Challenge = Opportunity

Stay positive. While marketing during an economic downturn can be challenging in many ways, it can also offer opportunities you wouldn’t otherwise have. With some tweaks, your marketing strategy can become more focused, relevant, and adaptable than ever, resulting in better engagement with your audience and making you more likely to survive future downturns or other crises.

Wild Fig Marketing can help you build a solid marketing strategy to keep you on track no matter what the economy is doing. Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!

Rise Up Free Guide

BLOGS: A MARKETING STRATEGY MUST-HAVE

BLOGS: A MARKETING STRATEGY MUST-HAVE 900 600 Mindy Traylor

Blogging is an investment in your business. And blogs don’t have to be overwhelming! In a recent study by Orbit Media Studios, it takes an average of 3 hours and 57 minutes to write a blog post. Theme Grill reports that blog posts between 300-600 words strike the balance between being highly shareable and ranking well for SEO. Let’s take a closer look at a few main ways that blogging stands to benefit your business.

Blogging helps increase your SEO

Why take the time to create content if your prospects can’t find it? SEO is a hot-button topic these days and understanding how it works is critical to marketing success. When you publish blog posts, unlike social media posts, they populate in search engines. When you leverage an effective keyword strategy in your blog post content, your posts populate more frequently and achieve higher SEO rankings. This, in turn, drives more traffic to your posts and ultimately, to your website. HubSpot reports that blogs help companies generate 67% more leads every month!

Blogging adds value to your brand while positioning you as an expert in your field

When you write a post for your business, put yourself in your client’s shoes. Answer a question they have. Solve one of their common problems. Address common sales objections. Address skeptics by highlighting customer success stories. Your goal is to provide your readers with relevant information that speaks to their unique struggles while at the same time piquing their curiosity so they stick around to learn more. Hit that content sweet spot by clearly defining your target market and developing your content around that market.

And be consistent! One piece of content isn’t typically enough to convert a reader. According to HubSpot, “47% of buyers consume three to five pieces of content before making a purchase.” When you consistently generate quality blog posts that speak directly to your readers, you build your credibility and position yourself as an industry expert. Then, when your reader is ready to make a purchase, your brand is top of mind.

Blogging creates more opportunities to engage with your prospects

As a business owner, you’re always looking for fresh ways to get in front of your audience and engage with them. Blogging checks both of these boxes. Your effective SEO keyword strategy gets you in front of your audience while your valuable content keeps you there. At the end of your posts, invite your readers to engage with you on your topic by using the comments field. Ask them to share their experiences or throw out any questions they have. (Pro tip: Reader questions make great subject matter for future posts!) And always respond. This builds a bridge between you and your audience and creates that personal connection visitors will remember down the road when they’re in the market for your product or service.

A few parting tips

  • A quality blog post includes 1-2 keywords, headings, an engaging introduction, images or video, at least two pertinent internal links, at least two high-quality external links and a clear call-to-action.
  • When you publish your blog post on your website, don’t stop there. Create a post summary and a link to your post and put it up on your social channels to attract a wider audience and send more traffic to your website. If your business has a newsletter, include a summary and a link in there as well. Then ask your audience to share your post with people in their sphere who may be interested in your content.
  • The goal is to distribute your post as widely as possible among an on-point audience (which positions you as an expert in your field and keeps you top of mind with prospects so you’re their go-to in their time of need!) And always ALWAYS invite people to subscribe to your blog so they never miss out on your valuable content!

Do you want to improve your blogging strategy but need a little help? We’ve got you covered. Wild Fig Marketing is your digital marketing agency! Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!