How to make good news travel faster than bad news on Facebook and Google

Reviews are becoming an increasingly important part of the consumer’s decision-making process – especially Gen X and Millennials. They are turning to online reviews for other’s opinions on restaurants, hotels, graphic designers and indeed anything they’re considering spending their money.

Do you have control over your reviews? Do you know where they are and what they say?

 

Taking ownership

Google automatically creates a listing for many businesses that will appear when those businesses are searched for. These listings are invaluable to businesses, as they allow control over the way potential customers will perceive them when they are googled.

Claiming these pages is easy, as there is a simple prompt on the page asking if you own the business. The claiming process may take up to two weeks, but once completed you will control the listing.

 

Getting good reviews to show first

The listing will be where the reviews are left. The good and the bad will all be there. Google will rank them by importance, with more detailed reviews showing higher than single sentence or uncommented reviews.
These reviews are important for several reason. In addition to being one of the first things potential customers check, the reviews also formulate a star rating, an aggregate of each individual review.

Having many good reviews is essential, not just to increase your star rating and making your business look more attractive, but also to drown out the noise of any potential bad reviews, especially when those bad reviews come from someone with a chip on their shoulder!

 

Getting your first review

There are several do’s and don’ts when it comes to your clients and good reviews. It is important to not send out a broadcast email to your clients, friends and family asking for a five-star review. Not all of them may believe you deserve that rating, and Google’s algorithm will pick up on several highly positive reviews flooding your listing all at once.

What you should do instead is start by asking some important clients who would walk over hot coals for you to write a review.

 

Making it part of your customer service process

As a general rule, it’s good to follow up your customers to get some feedback on how they found your product or service. When a customer has positive feedback, follow them up with a ‘glad you liked us’ email. This email should contain a direct link to the location where they can write the review. This makes the process simple and Google’s algorithm prefers consistent reviews over time.

 

Always respond to reviews

Leaving replies on positive reviews shows that you are engaged with your customers, and also indicates to Google’s algorithms that this review is more noteworthy, placing it higher in the listing.

 

Dealing with bad reviews

As with good reviews, dealing with bad reviews is a complex issue that can make or break your business’ reputation depending on how you handle it. The most important thing NOT to do is respond with an angry rant. This appears both unprofessional, can create an on-going argument and, as with responding to positive comments, makes the review seem more important, bumping it up higher in the list.

 

Legitimate Bad Reviews

Instead, the first thing you should do is ensure the review is real. If the reviewer is a client you recognise and know, contact them privately, either through a phone call or an email. Offer to remedy the issues they have raised, and then ask them politely to either change or take down the review.

 

Fake Bad Reviews

However, if the review is not from a legitimate client, respond to them on the review stating that you do not know who they are and would like them to contact you. This allows you to appear level headed, and then proceed with the steps outlined above. Always report fake reviews to Google.

 

How are Facebook reviews different to Google

Reviews on Facebook operate quite similarly to those on Google. Facebook may have automatically created a listing for your business, so it is wise to claim it in order to moderate it. When dealing with reviews on Facebook, manage them with the same rules as those for Facebook, with a few caveats.

 

Block unhappy customers before they review

Facebook allows you far greater control over the reviews you receive. If there is a particularly volatile reviewer leaving negative comments on your Facebook page, you may block them. This allows them to still see their comments, but other users will not. It also means that they can’t move from negative comments to negative reviews. Once you get a negative review you can’t hide it like you can with comments.

 

When a PR crisis hits

If your company is hitting with a PR issue, you can disable reviews on your Facebook page in order to save your rating for once it blows over.

 

Encourage cross-platform reviewing

It is also a good idea to ask those who leave positive Facebook reviews to make a review on Google, as well as the other way around.

 

Business Best Practice

Reviews are a great way of encouraging business best practice. By managing what customers are saying about your business you are managing the quality of the products and services you are providing. It’s a win for you and your customers.

Taking ownership of the listings, and moderating reviews correctly, are critical first steps in taking advantage of this powerful asset Google and Facebook have generated for you.

Add your ABN to Facebook to avoid GST charges

An update to Facebook’s billing will affect how much you are charged for ads. Due to a recent Australian tax law change in relation to the supply of advertising (eServices), Facebook is now registered for GST in Australia.

If you do not provide a valid ABN you will be charged an additional 10% GST for advertising services after July 1, 2018.

To learn more about this change and for instructions on how to provide your ABN click here.

If you’d like help adding your ABN, contact us on 1300 1400 56 or using the form below.

 

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What Questions to Ask a Web Developer

Are you thinking about getting a website built? Most people think about price and design, but forget to ask about the backend of the website (where you make edits), and how the website is going to function for their business into the future.

Your backend should be your most important consideration when building your website.

Your website is an iceberg and the way it looks is just the tip. So if you’re shopping around for web developers, we’re going to arm you with some key questions and important information about website backends.

What platform should I use for my website?

We build our websites using WordPress. Here’s a few reasons why:

  • It’s the preferred platform for small businesses
  • It’s very flexible in both design and functionality
  • There are lots of web developers who know how to use it – so if you want to switch developer, you’re not stuck with a website no one can edit
  • There are lots of third-party developers building helpful plugins and integration with other software.

 

But what do we really mean when we say ‘WordPress’? And how does it relate to playing with Lego?

Often people view WordPress as being similar to Wix or Squarespace, where you choose a pre-designed theme, add your content and away you go.

But WordPress is more than that, it actually refers to the underlying coding platform – the building blocks of a website. To use Lego as an analogy, you can either buy a pre-designed figurine (like the Millennium Falcon below) or you can buy a box of Lego bricks and design and build a figurine yourself.

WordPress works the same way – you can buy a pre-designed theme that someone else has designed, or you can start with a blank canvas and have your website custom-built to suit your business.

When we speak of Lego, we’re generally referring to the bricks, not the pre-designed figurines. We should view WordPress in the same way – it is the code, not the themes that are built with it.

To further the analogy, choosing between platforms is like choosing between Lego and Duplo.

 

What are the pros and cons of buying a theme?

Often people buy a third-party theme (a theme that’s already been designed). They install it, add some images and text, and the website looks good fairly quickly.

In many cases this can make it cheaper and quicker initially. Plus, there’s the instant gratification factor.

But what if you want to start making adjustment to the theme to suit your business needs – what if you want to add another AG-2G quad laser cannon to your Millennium Falcon? This is where themes start to make things tricky.

If a website has a third-party theme, it can be challenging for website owners to make their own updates in the backend of the website.

Being able to make edits to your website quickly and easily is crucial for small businesses! We simply cannot impress this enough.

It also becomes difficult for even your web developer to add extra functionality as your business grows.

 

What’s the best alternative to a third-party theme?

A custom-built theme is the way to go!

We prefer to custom-build websites for clients when possible rather than using a third-party theme, because it makes the website more flexible and more scalable. Your website should grow with your business.

Ask your web developer to code up the website so it’s customised for your business. This can take longer, so there’s a little less instant gratification in the development process, but your website will be much easier to update in the future!

In the backend of a custom-built website, the design work is pre-saved. If your web developer has coded it well, updating the backend of a custom-built website is not too different from filling out an email or a form.

You can update the headline, the text and the image, and when you push the save button, it updates itself to fit in with the design of the page without any extra input from you!

This keeps your pages looking great, it’s easier to keep mobile-friendly and is less prone to errors.

A custom-built theme is also handy for websites that have the same information in multiple places. Let’s say you have a product page and a product summary on the homepage that both need to be updated.

If you have a third-party theme, you’ll probably need to change that information in several locations on the website. If you have a custom-built theme that allows for easy maintenance, the product details will automatically update on the product page at the same time as the homepage.

With that being said….

 

Always check the backend before you buy!

Whether you’re using a pre-designed theme or custom-building, a lot of websites and themes are being built by people who have a strong design background but not a strong coding background.

If you pick a third-party theme, it’s important to have a click around the backend to help you decide on a theme, and to know if it’s going to work for you.

If you’re getting a website custom-built, ask your web developer to show you an example of what the backend will look like.

A lot of third-party themes use a system called Visual Composer. It’s great for web design experts, but for people who aren’t familiar with it, it can be difficult to operate. It can also be easy to accidentally break the website.

Your website should be working for you, saving you time rather than adding to your to-do list.

 

A quick sidenote on DIY-ing with a WordPress theme, Squarespace or Wix.

Getting a website built can be expensive, and as small business owners we often choose to spend our time over spending money. We think services which allow you to easily and cheaply build a basic website yourself are fantastic for allowing small businesses with tight budgets to access the benefits of having a website.

However, there are many limitations to these websites, so if you have the budget, then getting an experienced developer to build a website for you is definitely the way to go.

And if you’re paying for someone to build your website, you want to make sure you’re getting a quality product.

 

How often should I need my web developer to make changes to the website?

Rarely! With a well-designed custom-built theme, updating website content is a straightforward exercise that you can do yourself.

In a dynamic business, some content on the website will inevitably need to be redeveloped or updated down the track.

Gone are the days of “set and forget” advertising like Yellow Pages. We’re now running multiple dynamic campaigns throughout the year and ideally, you’d have specific landing pages for each.

Going back to your web developer every time you need to make changes to the website is incredibly costly and time-consuming. It’s useful to have a template for your landing page that enables you to add new pages yourself when needed.

Typically, when we build a campaign for people, we’re aiming for specific target markets, so your landing page is going out to a very tight target market. If you’re looking to target business to business (B2B) service professionals, you might want one landing page for accountants and one for financial planners, for example, with the same design but different content for each target market.

If you have that template set up then someone can just go in and fill it out like a form or an email and create a new landing page. It becomes a fast-moving campaign that you can do without having to spend lots of money going back and forth to the web developer.

It’s worth investing a little more in the design process at the beginning to save you time and money down the track. You’ll end up with a well-functioning site that’s easy to maintain.

 

How will the website cater to SEO and Google Analytics?

When your website is being built, think ahead!

WordPress has lots of great plugins and tools you can use. You can install the Yoast SEO plugin and manage your own SEO. This can be a bit trickier if you do go for a third-party theme as they can be a bit bloated with unnecessary code.

They have functionality built into them, but when you start doing SEO, suddenly the site slows down and has too much code in it, which affects a website’s ability to rank well on Google.

If you use a custom-built theme that only has the necessary code in there, then it will give you a strong basis for you to build on later.

Google Analytics is crucial to understanding whether a campaign has been successful or not. It allows you to see how much traffic your website is getting, where it’s coming from, and the demographics of the people visiting your website.

Make sure your web developer installs it for you when your website is launched, and that he installs it in your name and under your own account.

Once it’s set up, it can’t be transferred. You don’t want it to be created through your web developer’s account, because if you lose contact with your web developer, you’ll lose access to all that data.

 

Go forth and make great websites!

We hope this has helped you feel more confident about choosing a web developer and about websites in general.

If you have any questions you want to ask us, please give us a call on 1300 1400 56 or use the contact form below. We love to talk for hours about websites and all things digital.

Also, if you’re interested in having us build your website, pop over to our projects page to have a look at our previous designs.

 

Ask our consultants a question!

 

 

 

Support Packages

 

You want to run your own marketing, but you’re looking for some guidance or someone to fill any skill-gaps you might have (video creation is a common one) on an as-needed basis.

Our support packages are convenient and cost-effective for small businesses. They are the perfect way to fill skill-gaps, get some one-on-one training, troubleshoot your campaigns or just get a little bit of advice here and there.

We like to think of ourselves as a digital marketing swiss army knife and all our services are on offer through our support packages. We’re available in person, over-the-phone, or through screenshare.

We can complete many tasks over screenshare, so not only does it get the job done, you can also learn how to do it yourself in the future. Many of our clients have completed digital marketing training courses, but still encounter hurdles when setting up their digital assets and campaigns. Our support packages offer more practical one-on-one training, allowing you to ask questions, learn at a pace that’s perfect for you, and work on real marketing campaign for your business.

 

Support 24

We provide support in a 4 hour package which consists of 24 10-minute credits which can be used for training, shared computer support or other technical/marketing tasks. Individual tasks can be delivered by email or pre-booked phone/Skype call. Once you have used your 24 credits you can automatically or manually renew your credits.

Cost: $460 +GST

Support 60

We provide support in a 10 hour package which consists of 60 10-minute credits which can be used for training, shared computer support or other technical/marketing tasks. Individual tasks can be delivered by email or pre-booked phone/Skype call. Once you have used your 60 credits you can automatically or manually renew your credits.

Cost: $950 +GST

For Support 24 and Support 60 Packages payment is 100% prior to commencement of work. Credits will expire after 6 months from purchase.

 

What can we help with?

Social Media

All things Facebook, Instagram, Twitter and Linkedin.

SEO

All things SEO

Google Adwords

All things Adwords, Google Display and YouTube instream video

Email Support

All things Mailchimp and Campaign Manager

Remarketing

All things about remarketing using Google, Facebook, Instagram and YouTube

Content Development

Creative and technical support for writing, video production, and graphic design.

Web Development

All things WordPress, including landing pages on existing sites and new websites.

CRM Support

We work with Infusionsoft, Salesforce, Accelo, Zoho, and more

Google Analytics and Tag Manager

Help with tracking and measuring results

Marketing Strategy

When you have the technical skills but don’t know how to put it all together.

 

HOW IT WORKS

Shared computer

We can login into your computer and complete a task in front of you so you know how to do it next time. Just contact us to book a time.

Face-to-face

Come to us or we can come to you for a face-to-face session. If we come to you travel time will be included in the the credits.

In the Background

Tell us what you want and we’ll get it done while you get on with other work. Call us or send an email to let us know what you need. Reading and replying to email requests will be included in the time allocated.

 

REPORTING

As you use the credits we will report to you on the remaining number of credits, so you can manage your costs effectively.

facebook newsfeed update 2018

Big changes are coming to the Facebook newsfeed – Here’s what they mean for small businesses

The Facebook algorithm decides what people see when they scroll through their newsfeeds.

It’s also about to get a big makeover.

Why should businesses take note?

Because people are going to start seeing less public content from businesses in their newsfeeds. When businesses publish an unpaid post, it could get less attention than similar posts in the past.

Facebook CEO Mark Zuckerberg says that the new algorithm will favour content from ‘friends, family, and groups.’

 

How do businesses get the most out of the new algorithm?

Zuckerberg has given businesses a handy hint about getting their unpaid posts to appear in people’s newsfeeds. According to Zuckerberg, ‘the public content you see … should encourage meaningful interactions between people.’

These ‘meaningful interactions’ will be the key to helping the new algorithm to value posts by a business. Savvy businesses will post content that helps people to connect with each other. The name of the game is good quality content that encourages people to comment and share.

 

How is this different to the old algorithm?

The old algorithm used a few different signals to decide where to rank content on people’s newsfeeds. A lot of the biggest influencing factors were passive interactions like clicks and views.

With the new algorithm, ‘active’ interactions such as comments and shares will be much more important for getting the new algorithm’s attention. Get people to talk amongst themselves in the comment section of a post, and that post will be much more likely to appear in people’s newsfeeds.

But what kind of posts encourage ‘active interactions? A safe bet is content that people care about. When you tell meaningful stories, they spark meaningful conversations.

Instead of posting viral-style content that grabs people’s attention (here’s looking at you, click-bait), businesses should focus on posting content that people want to talk about, instead of just passively consume.

 

What to avoid

A final word to the wise: businesses should avoid ‘Tag baiting’ (posts with captions like ‘Tag someone who does this’) and ‘comment baiting’ (posts with captions like ‘Comment “Yes” if you agree’).

The new algorithm will be smart enough to distinguish between these kinds of passive comments, and the active, meaningful comments that it actually cares about.

 

Why we shouldn’t be scared of the new algorithm

The new algorithm is going to be different, but it’s also a chance for businesses to up their marketing game and post content that helps people connect in a more meaningful way. And that’s a really exciting prospect for businesses to grow a community instead of just an audience.

While the new algorithm poses some challenges, in the end it will encourage businesses to create content that will be more engaging, more memorable and more likely to build strong, trusting relationships with their potential customers.

search advertising

Beyond Adwords: The new forces in target marketing

Google Adwords celebrates its 15th birthday this year, so by now most small businesses are fairly aware of advertising on the search engine giant.

When we mention Adwords, most people immediately think of the ads you see next to or above Google search results – called Search Advertising, but this is only a part of what Adwords can offer.

The problem we often face when we speak to businesses about their online marketing is that they can tend to focus all their online advertising efforts into Search Advertising because they’re already aware of it, and ignore other great opportunities.

In this article, we’re going to introduce you to two other advertising methods – Adwords Display Network and Facebook Advertising. We’ll clear up a few things about how each method works and where your ads are placed, then we’ll explain what this difference actually means to your business.

If you think you’re all over the difference between the three advertising methods then you can just skip to Part B – but it can’t hurt to get a refresher!

 

Part A: The technical bits explained

 

Adword Search Advertising

With search advertising, your ads are placed next to or above relevant Google search results. The ads are text only and can include extensions such as a phone number, URL, location, or social link.

Digital Agency Web Intelligenz

In search there are four main ways you can target your ads to a specific audience:

Keyword targeting: Choose words or phrases relevant to your product or service so your ads appear when customers use those terms when searching on Google or search partner sites.

Location and language targeting: Choose the language as well as the country, region or city where your customers are located.

Device targeting: Show your ads across all devices, such as desktop, mobile and tablet or only on iPhones and Android devices. This is particularly relevant if your product or service is related specifically to one device eg. an iPhone app.

Audience targeting: Show your ads to people who have previously visited your site by using remarketing.
 

Adwords Display Advertising

In comparison, Adwords display advertising places your ads across the Google Display Network – a variety of news sites, blogs and other niche sites.
The most important difference between search and display advertising is that the Display Network allows you to create all types of ads – you can use text, image, interactive or video ads. This is extremely important if you have a very visual product.

Display ads
Display advertising is also different in they ways you can target your ads to a specific audience:

Contextual targeting: Target people based on the type of content they consume when they’re consuming it.

Keyword targeting: Again, choosing words or phrases relevant to your product or service so that your ads appear when customers use those terms to search on Google or search partner sites.

Interest Categories: Target people whose online behaviours show they share a common interest, like sports or travel.

Topic targeting: Similar to Interest Categories, except your ads are only shown on sites related to the topic that you pick.

Location and language targeting: Display advertising also allows you to choose the language and geographic locations your ad is placed in.

Placement targeting: Place your ads on websites in the Display Network that your customers visit. You can choose a whole site or just the specific pages within a site.

Audience targeting: Audience targeting for Display is a little more complex. Again you can show your ads to people who have visited your site before through remarketing. However you can also target to an audience based on their age, gender or parental status. You can also show your ads to affinity audiences or in-market audiences. Affinity audiences are people who have demonstrated a qualified interest in a particular topic whereas in-market audiences are those who are actively researching or comparing products and services across Google Display Network publishers, partner sites and YouTube. Learn more about these audience types here and here.

Device targeting: Again you can choose the specific devices where your ad is placed

Both search and display advertising use an auction based cost-per click (CPC) or cost-per-thousand-impressions (CPM) billing method. Learn more about how the CPC/CPM auction works by watch this video.

 

Facebook Advertising

Most of you would have noticed advertised “suggested” posts creeping into your newsfeeds or in the right-hand column. With Facebook you can either build an ad from scratch or simply “boost” one of your posts. You can use text, image, video and gifs.

Digital Agency Web Intelligenz

Like Adwords, Facebook Advertising also has very powerful targeting tools. Here’s some of the many ways you can target your audience:

  • Interest categories
  • People who like specific Facebook pages
  • People who like your page
  • Friends of people who like your page
  • People on your existing email database
  • People who are similar to people on your existing email database
  • Those who have already visited your website, or specific pages on your website (remarketing)
  • Geographic location – down to a one mile radius
  • Age
  • Gender
  • Language
  • Education – Fields of study, schools and undergraduate years
  • Ethnic affinity
  • Financial – Income and net worth
  • Generation – Baby boomers, Generation X or Millenials
  • Home – ownership, type, value and household composition
  • Life events – People or friends or people with certain life events including an anniversary within 30 Days, new job, new relationship, newly engaged (1 year, 3 or 6 months), newlywed (1 year, 3 or 6 months), recently moved, away from family and away from hometown
  • Parents – expecting parents, new parents or parents with toddlers, preschoolers, early school age, preteens, teenagers or adult children
  • Politics – conservative or liberal
  • Relationship status
  • Work – Employer, industry and job titles
  • Expats
  • Device
  • Network connection
  • Attending various events
  • Travellers –currently, frequently or business travellers, commuters and people who have just return from a trip.
  • Small business owners
  • Technology early- or late-adopters

Similar to Adwords, Facebook Advertising uses a CPC or CPM billing method. Learn more about it by watching this video.
 

Part B: What does all this mean for your business?

 
So now that you’re up to speed on the technical aspects of the various advertising methods, what are the differences in a business sense?
 

When you should (and shouldn’t) use Search Advertising

Search Advertising, on average, has higher conversion rates than Display Advertising. However, this doesn’t mean that it will necessarily work for your business.

There are two things worthy of noting about Search Advertising. Firstly your ads are only displayed when someone is actively searching for your product or service. Now, this is not a problem if you have a highly sought-after product or service. For example, accounting – whether it’s for a business or an individual most Australians will need to seek out an accountant at some point in their lives. But what if you have a great product that people would love to purchase, but it’s not very well known so it’s not being actively searched for by customers.

We have a client in the travel industry who offers a very unique guided tour experience and was suffering from this very issue. This caused them to broaden their keywords from highly specific keywords related to their product to generic keyword phrases such as ‘Gifts for Couples’ or ‘Tours in Melbourne’. This broadening of keywords often leads to a lower click-through rate and a lower conversion rate.

The second thing to take into account is that search ads are text only. This can hinder your campaign if you have a very visual product. Similarly, if you have an unusual product such as the unique guided tour this client offered, people may click on your ad (a click which you pay for) just to figure out what your product is, not because they’re genuinely interested in purchasing it.

At this point many small businesses start to think that maybe this online advertising thing just isn’t for them.
 

What Display Advertising offers that Search doesn’t

The most powerful thing about display advertising is that it’s great for finding and showing your ads to people who AREN’T looking for you but may be interested in your product.

The display network is particularly great if you have a visual product. In the case of our tour guide client, it cuts out that issue of people only clicking on the ad to figure out what the product actually is, without the intention of purchasing it.
 

Why should you use Facebook Advertising?

Like Display Advertising, Facebook allows you to place your ads in front of people who just don’t know they want your product yet. You’re also able to use text, images, gifs and videos so it’s perfect for visual products.

Similar to email marketing, it’s great for nurturing leads and keeping in touch with your current and past clients as well as establishing yourself as the go-to expert in a subject.

The real power of Facebook Advertising lies in its audience targeting. Ad relevancy is key to a high click-through rate. Facebook’s audience targeting allows you to tailor your message to a highly specific audience.

For example, if you were a mortgage broker, instead of offering a home loan guide for buyers, you can offer a home loan guide for lawyers and target an ad specifically to lawyers. With both Adwords advertising methods, you are unable to target people who work specific jobs and it’s also unlikely that people would be searching home loans for lawyers specifically.

Facebook allows you to connect to the right people, everywhere they go.
 

Where are your competitors?

The three advertising methods also differ in how you interact with your competitors. In search advertising, where your ad is placed is almost entirely based on the searched keyword, and while your ad may appear first or second, you also have 10+ other listings all offering the same specific product or service. In this instance your potential lead has the pick of the batch.

It’s the equivalent of standing in a room full of your competitors (some who have paid to be there and some who have got in for free) and all of you pitching to this one lead only using words. At this point, it’s starting to seem less likely that they’ll click on your ad.

However, with Display and Facebook Advertising, consumer targeting is based on a number of different factors, so it’s much less likely that your ads will be placed beside that of a direct competitor. Whilst you’ll still be competing for your potential lead’s attention, with the average person consuming 285 pieces of content daily, you’re not competing with someone who’s selling the same product as you.

This is great because many people don’t spend time researching their purchases, instead choosing either the first one they see that they like or the one most familiar to them.

So in the case of Display and Facebook advertising, it’s like standing in a room with other people, where only a few of them are trying to sell various products to your potential lead, but you also get to use a visual and audio presentation in order to make the sale.
 

Where to from here?

We’ve been a bit down on search advertising in this article, but we’re by no means saying you shouldn’t use it; the truth is this is a very powerful and effective online advertising tool. We wanted you to get acquainted with other tools so you can get the most out of your online advertising campaigns.

It’s not a case of one or the other; we usually suggest that our clients try out different advertising tools to see which ones fit – you might end up using all three. So take some time to think about which advertising method suits your product or service. We would love to hear how you go!

blog writing

Get inspired to write your business’ blog!

We all get writer’s block

Blogs are a great marketing tool for many reasons. They drive traffic to your website, inform and engage your customers, nurture leads, and keep your website’s content “fresh” which is great for SEO.

But for the time-poor, cash-strapped small business owner, actually getting a regular blog schedule together is something of a logistical nightmare. So often we hear that when small business owners and managers eventually find the time to sit down and write a blog post, they have no idea of what to write about. So they stare at their blank screen, eke out a few words, get frustrated and give up on blogging as a feasible marketing strategy.

Now, if we sat down and asked these small business owners about their products, services or industry, they could easily talk for hours on the subject. And they do just that during the expert “brain drain” sessions we hold before creating a content strategy as part of a business’s social media management.

So the problem isn’t that they don’t know their stuff, or don’t know how to explain it, they just need a little inspiration for their writer’s block. And we get it! As content writers we’ve had this problem time and time again. So that’s why at Web Intelligenz, we use the Little Blog Book.

The Little Blog Book

The Little Blog Book is more of a mindset than a physical book. It involves always keeping your blog at the back of your mind during your day-to-day interactions with client and prospects. Because client question are the perfect inspiration for blog posts. If one client has that question, chances are many of your other clients do too.

So every time a client asks you a question, and every time you find some new way to describe a confusing concept, write it down in your Little Blog Book! The Little Blog Book can be a real book you keep in your pocket, or the notes app on your phone, as long as it’s always handy when an idea strikes.

I often think of ideas for future blog posts while I’m writing the current one – future posts that could expand on topics I’ve touched on but don’t want to go into too much depth for clarity’s sake.

Using the Little Blog Book means that when you do find a moment in your busy schedule to sit down and write a blog, you already have some ideas for what topics your readers would find interesting or informative and some novel ways of explaining them.

SEO Tips Mobile Friendly

SEO Tips: Mobile-Friendly Websites Rank Better In Mobile Search

Mobile is the new desktop. Well, sort of.

More and more people are using their mobiles to view websites. Having a mobile-friendly website gives a better user experience, which is important for converting prospects on your website.

But perhaps more importantly, Google prefers mobile-friendly websites and will rank them higher in mobile search results. Here’s what you need to know about Google’s mobile-friendly algorithm:

The algorithm assesses on a page-by-page basis

The algorithm analyses mobile compatibility on a page-by-page basis, rather than a website-wide basis. If your site has some pages that are optimized for mobile and some that are not, Google will assess them separately and promote the pages that are optimized.

There are over 200 different factors that determine ranking including: small font sizes, whether your buttons are too close together, readability of content and whether the browser adjusts the page dimensions to suit the device accessing the website.

Your page is either mobile-friendly or not

The algorithm is an on-or-off algorithm, this means that it does not assess how mobile-friendly your pages are, you cannot be 50% or 70% mobile-friendly, you are either mobile-friendly or you are not.

The algorithm operates in real-time

The algorithm runs in real-time, this means that as soon as your site becomes mobile-friendly, Google will pick up on the change, and you should start to benefit from the new algorithm fairly quickly.

How do you know if your website is mobile-friendly?

You can assess whether your site is mobile friendly by using Google’s mobile friendly test. This test is not without its flaws, but is a useful gauge of a site’s mobile performance.

Mobile Friendly Test

Also, the mobile usability reports in Google Webmasters Tools will show you common usability issues with your mobile site.

If 73% of Australians using their mobile phones to access the Internet wasn’t incentive enough to go mobile-friendly, this algorithm makes the change a necessity.

So if your site is not mobile-friendly, you better get to work now, because your mobile traffic is at risk.

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Google keywords SEO Tips

SEO Tips: Are you ranking for the right Google keywords?

One of the first things our clients say when we broach the topic of Google Search is: “I’m ranking on the first page for [insert keyword here]”. The keyword, or keyword phrase, is usually a fairly specific description of the service or product our client provides – for example, a keyword phrase for us could be “website analytics Melbourne”.

Now you might think, “job done” right? They’re ranking highly for the perfect keyword phrase to describe their business. We can pack up and move on to something else…

Well, the story is not quite over yet.

Check your Google keywords properly

Now, the first question we ask our clients is: did they check their ranking using their own browser? Whenever you visit a website, it’s saved in your browser history. Google uses this to tailor your search results. Most likely you visit your own website fairly regularly, and because of this, Google will think your website is relevant to you and will bump it up in the rankings.

So how do you check your ranking properly? Chrome Incognito or Firefox Private don’t save the sites you’ve visited, so they’re much better ways to check your ranking.

And the second, most important question: is anyone actually searching using the Google keywords you rank well for? Is anyone actually typing in “website analytics Melbourne”?

You may be ranking well for a certain keyword but perhaps only 10 people are searching using that keyword each month. That limits your organic reach to 10 potential customers.

So how do we find out what people are actually searching? We use the Google Keywords Planner

keyword planner 1

How many people are searching Google using your keyword?

Type in your keywords and click the blue button. You can also target to specific locations, search engines and exclude negative keywords. We’ve chosen to look at searches in Victoria, Australia.

keyword planner 2

This table shows each keyword phrase and their corresponding average monthly searches. We can see that “website design Melbourne” is searched on average 1,000 times each month, but “website analytics Melbourne” isn’t getting any searches at all.

We would be much better off focusing our SEO efforts on ranking well in “website design Melbourne” where the pool of potential customers is much greater.

So you may be ahead of the pack, but are you running the right race? Wouldn’t you rather be winning races with a $1,000 prize than a $10 one? I know which one I’d choose.

What are your ideal Google keywords?

Want to find out your business’s ideal paid and organic google keywords and how to rank well for them? Check out our SEO and Social Media Landscape Analysis!

 

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SEO Tips Web Intelligenz

SEO Tips: What does your website look like to Google?

So you think your website looks great, but you’re not ranking well in Google, why is that? To understand this, you need to dig a little deeper than what initially meets the eye.

You and Google have very different ways of judging your website, so let’s take a moment to change perspectives from what you see, to what Google sees.

For a typical search query, there are thousands, even millions, of webpages with potentially helpful information. However, most people don’t look beyond the first results page. In order to give you the most relevant results first, Google uses a special algorithm.

Today, Google’s algorithm uses more than 200 unique signals in order to take your questions and turn them into answers. Google doesn’t release exactly what these signals are, but they include things like the terms used on your website, the freshness of the content and your region.

These word clouds are certainly an oversimplification of such a complex algorithm, but they do give you a bit of an idea of what your website looks like to Google. They represent how Google interprets the content of your website.

Word map comparison no title

Both word clouds were created from the real websites of two different dental clinics. The bigger the word, the more frequently this word appears on the website, and the more frequently Google’s algorithm detects it.

The first cloud you could probably guess straight away is a dentist in Melbourne, as it is full of relevant words such as ‘dental’, ‘dentistry’ and ‘Melbourne’. From just a quick glance you can get a good idea of the services they offer.

However, the second word cloud is full of mostly website code, making it far more difficult for Google to gauge the search queries to which your website is relevant.

Your website is the core of your online marketing machine, your content and coding is important, make sure get that right before you invest in your marketing strategies.

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SEO Services

SEO Services

Be found by your ideal customers

Our SEO Services provide a structured best-practice approach to improving your Google ranking through advice and monitoring on-page factors and conducting SEO outreach.

Search engine optimisation (SEO) is the science and art of getting your website to rank highly on the Google organic listings.  The more highly you rank the more chance you have of generating online sales.

We can work with your existing web development team to improve on-site factors contributing to better rankings.  We do this co-operatively rather than combatively to avoid any friction.  We understand that many web developers expertise is in design and SEO services are often outside the scope of work they’ve been asked to do.

Alternatively if you need a new website built we can assist you with building a site directly or introduce you to other developers who may be able to assist.

SEO also involves off-site factors such as the types of links pointing to your site.  Off-site SEO usually requires an on-going outreach program which we can implement for you or mentor your internal staff.

Where do our SEO services start?

We recommend you start with a SEO and Social Media Landscape Analysis so you know that your SEO work is heading in the right direction. This 60+ page report includes:

  • A comprehensive SEO analysis including –
    • An SEO health check of your current website.
    • SEO recommendations specific to your business.
    • The optimal organic and paid search keywords for your business and how to rank well for them.
    • Explanation of Adwords advertising and remarketing.
    • Identification of your key online competitors.
  • A detailed analysis of Facebook, Instagram, Twitter and LinkedIn including –
    • Identification of your target market on social media based on individual demographics, interests and behaviour
    • Methods for connecting with prospects in target market, key influencers, industry peers and communities.
    • Explanation social media advertising and remarketing.
  • Thorough and systematic recommendations to grow your online presence.

 

Ask our consultants a question!

Social Media Management

Social Media Management

Reach out and engage your ideal customers

Our social media management team will set-up your social media accounts, create lead-generating content and manage campaigns, posts, advertising and follower interaction.  Or we mentor you to do it yourself.

Having a personal Facebook account doesn’t necessarily qualify you for being able to run a social media campaign.  Individually most things you do on social media are quite simple but getting a business result using social media requires a comprehensive knowledge of all these “simple things”; a business-oriented plan and a focused and organised implementation.

If you don’t have social media accounts we can set these up for you in a way that is best for your business.  We can then train your staff in how to use the accounts or run your social media accounts for you.

Running a social media account involves distributing content in a planned and strategic way.  It also needs constant monitoring to engage people who interact with your social media content (eg. replying to any comments you receive).

We recognise the potential risks of out-sourcing your social media, that’s why we set up clear levels of authority and escalation procedures.

You may wish to consider a hybrid social media management approach, which combines our services with using your own staff.  Alternatively we can set up your social media systems, run them for a period and then do a hand-over to your staff.

 

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Adwords Management Web Intelligenz

Adwords Management

Go to the top of Google immediately

Google Adwords is a highly controllable and measurable advertising medium that can instantly place you at the top of the Google search engine for the search terms of your choosing. The Adwords system also provides the ability to advertising on YouTube and with Display ads throughout the Internet.

Our Adwords Management Strategy

Our Google accredited adwords management team can prepare and implement an Adwords advertising campaign to fit your budget and give you a measureable return on investment.

Whilst placing an ad on Adwords can be a simple D.I.Y. exercise, the reality is that to achieve cost effective sales using Adwords you need skilled implementation.  This implementation needs to consider the end-to-end “search-to-sale” process involving not only Adwords but your Analytics and website set-up/design as well.

We provide digital agency services to implement and manage your Adwords campaigns either as a stand-alone service or integrated into a larger campaign strategy.

Remarketing

Our Adwords remarketing campaigns can keep reminding your ideal customer to come back and buy from you no matter where they are on the Internet.

Choose the right keywords for your business!

Don’t waste your money placing ads where no one’s looking! They key to successful Adwords management is selecting the right keywords. Find out what keywords your ideal customers are using to search your product or services and which ones will give you the highest chance of ad placement no matter what your budget.

 

Ask our consultants a question!

Advanced Google Analytics

Advanced Google Analytics

Google Analytics is the Control Room from campaign to sales to service

Our Advanced Google Analytics and Campaign Tracking will help you measure and control every part of your customer journey online.

If you haven’t moved beyond the basic Google Analytics your web developer set up, then your analytics data is probably next to useless.  If you’re not actively and regularly using analytics then you are most likely missing valuable business opportunities and wasting time and money on under-performing marketing.

If you think analytics isn’t important in your business then you’re like a retail storeowner running a shop blindfolded.  You have no idea who is passing your store without coming in, who just steps in the front door and leaves; what people look at in your store and who is and isn’t buying.

It doesn’t matter whether you’re an e-commerce or a service business, knowing how people are responding to your website is essential.

Dashboard

Interpreting Google Analytics and knowing what all the data means from a business perspective can be a challenge for many business managers.  We provide customised dashboards which relate the technical data to your business objectives.

Filtering

Remove internal staff visits from your analytics so you don’t distort your understanding of how your customers and prospects are using your website.

Spam data

Filter out spam visits to your site because they make it look like you have many more visitors to your site than you really do.

Scroll Tracking

If your website has content that visitors need to scroll to see then you need to know if they are actually seeing it at all.  Scroll tracking helps you decide if your most important content is being seen.

Video Tracking

Is your video content actually being watched and for how long?  Should you have more or less video on your site?  Video tracking will help you answer these questions.

e-Commerce Tracking

By tracking each e-commerce transaction on your site you’ll be able to learn about who is and isn’t buying on your site.  It will help you plan where to focus your valuable marketing funds for best effect.

Goal Tracking

Goal tracking involves deciding what are your primary goals you want to achieve with the website e.g. lead form submissions, file downloads.   Once you decide on your goals then Advanced Google Analytics can measure those goals and provide data on who is and isn’t completing those goals.

Link Tracking

What links are visitors following through and out of your site?  In some cases you may have multiple links on a web page to the same destination.  We can track which pathways your visitors take so you can optimise your site.

Campaign Tracking

If you are pushing people to your website using social media, email or online advertising, campaign tracking is essential to knowing how each individual piece of content is performing to generate profits for your business.  It will help you to do more of what’s working and less of what’s not.

Adwords Integration

Linking your Google Adwords advertising to Google analytics is essential to making sure you maximise the return on your advertising investment.

Webmaster Integration

A high Google search ranking is a highly valued prize.  By linking Google Webmaster to your analytics you will have a greater understanding of how your site is performing on Google search and where you need to take action to improve your ranking.

 

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Web Design

Web Design

Your website is the core

A technically strong, business-goal focused website is essential for success. We design and develop all shapes and sizes of websites with our team of web developers.

Websites need to be developed within a context of the overall business strategy and objectives.  It’s no good having a good looking website if it’s not working for your bottom line.

We can either build a site for you or work in collaboration with your existing web developer to deliver on other aspects of your online marketing.  Sometimes good developers with good web design skills need direction from someone who understands both the business and technology.

Our Web Design Approach

The websites we build are mobile responsive and custom built using WordPress which is the most popular web development platform for small to medium businesses.   This allows us to cost-effectively deliver a wide range of features including:

  • Integration with email marketing and social media systems
  • Integration with CRMs
  • Shopping Carts
  • Online booking systems
  • On-site social media
  • Education and training course systems
  • Photo and image galleries
  • Auto-response forms
  • Blogs

Be SEO-Friendly straightaway

Too often businesses don’t think about SEO until after a website has been created. By this point it can be a time-consuming and costly process to make sure your website is in the best condition to rank well on Google. At Web Intelligenz we have SEO in mind from the first stage of the web design process.

 

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Content Strategy

Content Strategy / Production

Content is the lead magnet

Content is the fuel for your online marketing machine. We turn your old website, product brochures, manuals and customer stories into lead generating great web page content, web videos, images and animations.

Most businesses have extensive knowledge of their customer’s needs and how to meet those needs.  Harnessing this knowledge is the key to online success.  But most businesses are often too close to the day-to-day of their business to unlock the true potential.

In most cases the people with the most knowledge in the business are those that have the least time, which means that online marketing can fail because of the lack of available time of the subject experts.

Produce

Our approach to content production involves a quick, efficient and effective extract of valuable content from your subject experts.  We can also develop content from your existing marketing collateral, website, technical manuals, supplier information and third party sources.

We can then repackage content for use on websites, blogs, social media and email.

Our skilled marketing and technical writers will turn that knowledge and information into great copy and we effectively produce web video, web animation and audio content.

Design a successful content strategy

Where are you ideal customer and what are they looking for? Don’t waste your time and money developing content that your ideal customers aren’t interested in and post it somewhere they’re not looking.

Distribute

It’s time to get your content strategy into action. Our social media management team can set-up your social media accounts and manage campaigns, posts, advertising and follower interaction, as well as email marketing campaigns.  Or we mentor you to do it yourself.

 

Ask our consultants a question!

Conversion Rate Optimisation

Conversion Rate Optimisation

Optimise Results

A small conversion rate optimisation can have a big impact on profits. With A/B Testing you can statistically prove if a change to your website or campaign will be better or worse for conversions.

We’re often asked by clients when reviewing their website “will this change work better”.  The answer is that any change is a best guess and the only way you’ll know is by letting your website visitors decide.

The upside of changing your website is that it might give you better results but the downside is that your results may be worse.  If you are relying on a steady flow of income from your website there can be risks in making changes.

A/B testing allows you to test changes to your website by comparing the original and test page in real-time on your website.  In its simplest form you direct half your site visitors to your original page and half to the test page.  You then measure the difference and statistically prove which page option gives the best results – no guess work.

 

Ask our consultants a question!

Email Marketing

Email Marketing

Talk straight to your ideal customer

Email auto-response and email database communications are essential components of online marketing that we can set-up and manage for you.

Email marketing has become a core pillar of most business’s online marketing.  Techniques for capturing prospect emails are important to growing your customer base.

A big issue with email marketing is email over-load.  Many people receive far too many emails and somehow you need to get their attention.

The initial concern of many of clients is how frequently to email.  But our approach focuses more on relevance and value.  People are more likely to read your next email if your last one was relevant and valuable to them.

To achieve relevance you need to use segmentation and target you email content to be relevant to that segment.  So our approach (as always) is not just on the technical aspect of implementing the marketing system but also on the customer psychology and business issues.

Having said this, we do have strong technical experience in email marketing. We’ve set-up email marketing systems from deploying free online email services through to complex systems involving online email capture, auto-responders, CRM integration and automatic lead distribution to sales people.

 

Ask our consultants a question!