Sep 192015
 

It’s a digital age and the need to understand how people use technology is a must. Especially for a marketer in today’s world it is vital that they understand how people are correlating with the technology they use. Digital marketing experts and specialists have been around for quite a while, helping businesses with trying to understand and market accordingly to the current age. On the other hand, these specialists cannot fully understand the high tech technology like marketing technologists do. Companies and marketing agencies are starting to hire marketing technologists these days in order to get the upper hand. In this post we will talk further about marketing technologists and the benefits they provide.

 

Turning data into information

Marketing technologists are important in the industry because they provide companies with the proper tools and technology needed to run an effective marketing network. They are the engineers of the advertising world, but also implement their marketing knowledge into helping run and maintain an advertising campaign. Using their technology, they find and monitor various marketing software products which they can then narrow down to choosing the best fit for the company or agency they are working with. Once they have found the best software, they use their skills to monitor and run the software accordingly making sure its up to speed. The great thing about marketing technologists is that once they acquire and gather data, they then use the data to provide the company with information which will give them useful knowledge for making sure their marketing techniques are up to par.

 

 

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They have the credentials

For most digital marketing experts, it is a title that requires no degree, no certification, and possibly no prior experience in the field. There are many successful marketing experts out there who do not have these certifications, but then again they are not as tech savvy as a marketing technologist. The very technologically inclined marketing technologist is a title that requires a degree and certifications in order to become one. With these certifications, a company or agency knows that this person is well qualified and knows what he/she is doing. This can be very relieving for a company that needs help in the marketing department and needs someone with the right qualifications. Sometimes hiring a digital marketing expert may not produce the desired results the company was looking for and needed in order to accomplish their goals. While marketing technologist have the proven ability to get the job done, they are becoming the future of digital marketing.

 

3 for 1

The idea that you can hire a marketing technologist and get a developer, SEO guru and digital marketing specialist all in one is almost too good to be true. This is the case though, and many companies see the potential for hiring one instead of hiring a bunch of people to accomplish something that just one could do. The benefit of a marketing technologist is that they will create a loosely structured partnership with an agency or company that will give them the hands on support they need. This will give the company access to a developer, SEO guru and digital marketing specialist just by communicating and working with the marketing technologist. The technologist will relay all findings, information and data to the senior management of the company in order for them to get the full picture of what is going on with the project at hand. They have been in the industry and understand how to effectively work with an agency. Therefore, hiring a marketing technologist provides great benefits and the keys to improving a marketing department.

 

 

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Daniel J. Ball (JR)

Graduated from Saint Leo University in  November of 2014. Enjoys sports, fitness, and the company of good friends/family. I like   learning and reporting about the changing landscape of marketing/advertising. Marketing via social media is  increasing year to year as more people use social media on a daily basis. Learning about popular and current advertising strategies to incorporate onto social media platforms is fascinating to look into and write articles on that can be used as informative tools for marketers and online advertisers.

 

 

 

 

 

Sep 142015
 

We’ve all seen the spammy websites and posts that suddenly go viral. Most likely these were generated by users trying to game the system by creating mass amounts of keywords, bribing other websties, and paying for links.  In 2012 Google created Penguin, an algorithm used to fight all of the webspam in search results. In this discussion we will talk more about Google Penguin and what you need to know about the algorithm, along with its annual updates and how it may affect  your website.

 

WHAT IS PENGUIN 

Google Penguin operates by using an algorithm to find any websites that use techniques that go against the Google guidelines. Techniques that go against the guidelines include manipulating the number of links that point to a specific page and using other black hat practices that are commonly referred to as link schemes. When Google first launched Penguin 1.0 in  2012, many websites trying to game the system saw the effects that combat algorithm update had. It is estimated that 3.1 % of all English websites under Google  search engine had been affected, taking the rankings of spam sites back to where they should be, if not banning the site from the search engine all together. Penguin 2.0 was released a year later and it acted to send out new signals that would fight anything missed the first time. That time, it affected an estimated 2.1 % of websites. These percentages do not appear large but to the internet world of search engines these are huge decreases in the black hat techniques used by websites.

Google-Penguin-3.0

 

DATA REFRESH

With every Google Penguin update, comes the data refresh. This means that if your website was considered to be using any kind of black hat techniques that go against Google’s guidelines, it would be de-ranked and not allowed a re-evaluation until the next data refresh. The data refresh 2.1 came out in 2013 and affected 1% of all queries. In other words, that affected millions of pages that were found guilty and de-ranked. Until the next refresh those websites could not be evaluated and would have to stand where they were placed. Google Penguin 3.o in 2014 allowed any website to be evaluated again and potentially move them up in rankings. Unfortunately many businesses who used black hat techniques on their site had to wait the entire year out to be moved back up, if found that their practices now followed the Google guidelines.

 

THINGS TO AVOID 

Google searches for specific things when they send out the algorithm, the following are a few things to avoid with your website.

  • Avoid low quality back links. A low quality site linking to yours is considered a down vote. If various low quality sites are linking to yours, it will signal Google that your site may be spam as well. This can decrease your rankings in the long run. There are different tools you can use to make sure no low quality sites are linking to yours, such as Majestic SEO or Moz.
  • Paid links are a bad idea, and Google has been against them since the beginning. Spending a lot of money to get other sites to link back to yours can get your site fastly removed by Google, for it goes against Google guidelines.
  • It is not a good idea to match the same links to keywords over and over again on your website. These anchor text links look very spam like to Google. They will fight against a site who has a link set up for the same keyword continuously throughout the site.

 

HOW TO ADAPT

Adapting to Google Penguin is not difficult. The number one thing to avoid with your website is to not use any spam like practices that will signal to Google that your site may be spam. The main reason Google looks for these practices is because if every search on Google turned up to be one of spam, people would simply stop using Google as a search engine. They want good, clean results of trusted and respected websites.

If your company creates quality content and respects the rules of Google guidelines, they will not be affected when another update of Google Penguin rolls out. If you can build your site through word of mouth and social media, other sites will link to yours. Instead of paying for links, do it the right way and reach out to other sites through social media or other practical techniques. Do not use shortcuts like bribing or paying other people to spread your site, instead let people know you have new content through email or social media and they will link to your site.

 

Getting your website to the top of the rankings the right way can let you stay there, even when Google Penguin comes out with any new updates. If you need evaluation of your website, use the numerous tools provided to help make sure your site is not considered spam and all practices are safe according to Google guidelines. Taking the time to adjust your website will help you in the long run, and let you stay at the top where the trusted websites are at according to Google.

 

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Daniel J. Ball (JR)

Graduated from Saint Leo University in  November of 2014. Enjoys sports, fitness, and the company of good friends/family. I like   learning and reporting about the changing landscape of marketing/advertising. Marketing via social media is  increasing year to year as more people use social media on a daily basis. Learning about popular and current advertising strategies to incorporate onto social media platforms is fascinating to look into and write articles on that can be used as informative tools for marketers and online advertisers.

 

Jan 182015
 

Take the Time to Optimize your Google+ Page-

Many companies do not utilize the benefits of Google+ and understand why this is an SEO treasure chest. The first link posted on any Google+ page is a DoFollow link. This means that the first link which could be your companies website or social media links now passes “link equity” through the DoFollow link. Because DoFollow links work with PageRank and TrustRank, it will help determine how your company ranks for specific keywords.

If a company spends some quality time optimizing its Google+ page they can gain promising benefits and SEO success. The SEO title should always be the name of a companies business, if a company tries adding other keywords into the title it becomes of little SEO value. The next step in optimizing a companies page is to implement the custom URL to the profile. In the link box in Google+ a company can add their custom page URL along with any other social media links that they want to include on their page.

The other big tool in optimizing the Google+ profile is to set up your SEO Meta Description in 160 characters. There will be a tagline and introduction that will be combined together. It is vital to include two or more of your companies target SEO keywords into the tagline or introduction.

Google+ authorship is another key in optimizing your profile as well as helping your ranking. Without Google + authorship on your profile, a company can lose link equity and SEO. One way of adding Google+ authorship to claim your content is to add your matching email to your domain in the Google+ Authorship page. The other way is to add a Google+ link in the author bio of any website that you or your company writes for.

 

Create Content for your Google+ Page-

Developing content for a companies Google+ page is essential because good content is what will gain followers and subscribers. There are simple steps to how to properly create and share content on your Google+ page. Whenever you share a post where you are linking to content, include a short description of the content.

When you are creating a share, put the link of the content into the Attachment box, and not the summary box. By doing this you will gain the DoFollow link and SEO benefit. Make sure to share the content with your existing circles and check the box that will allow you to email the Google+ update to your circles if it is something specific a circle would like.  At the end of the day, content is king.

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Analyze Your Page-

When your company finishes optimizing and creating content for its Google+ page, it is time to track the results. An easy way to track results that allow you to see what is working and what is not is to first assign each Google + link a URL. By doing this, you can now track the results weekly in Google Analytics.

Google+ can help your company increase its SEO ranking. Take advantage of Google+ if you want a strong following online and want to build a strong online community.

 

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Daniel J. Ball (JR)

Graduated from Saint Leo University in  November of 2014. Enjoys sports, fitness, and the company of good friends/family. I like   learning and reporting about the changing landscape of marketing/advertising. Marketing via social media is  increasing year to year as more people use social media on a daily basis. Learning about popular and current advertising strategies to incorporate onto social media platforms is fascinating to look into and write articles on that can be used as informative tools for marketers and online advertisers.

 

Nov 012013
 

 dpball From Dan Ball’s Desk

SEO

SEO is ever changing. And, it has developed a bad reputation in some circles because many companies ignore best practices, and don’t keep up with changes in algorithms and guidelines. Some use spamming techniques to try to fool the search engines. Others make promises they can’t keep. So what do you do? Find out some basics.  Let’s go over a few things to make sure your team is providing what you need today.

Link Building

Link building used to be a common practice and was abused with link farms and link vendors. Link building isn’t necessary outside the scope of possibly linking to related industries with authority (manufacturers, associations, government sites, educational sites) and those in your geographic location that are related to your business (RV parks for example).

“All links should be provided for the best customer experience.”

Co-citation

More importantly today, co-citation brings traffic. Your dealership can be referenced in an article in RV business for example regarding your large Airstream inventory and expert staff. When someone searches for Airstream – ‘large airstream inventory’ or ‘RV dealer with expert Airstream staff” , that “co-citation” without any type of site reference or even a text link, is taken into account by these super smart search engines, and your site will be shown in the search engine results pages (SERPS).

Content Marketing

In addition, content has always been the good foundation of obtaining traffic. Today, creating good, original, quality content for your pages is more important than ever before. It is the absolute foundation to build your inbound marketing strategies on. You must market your content. That means posting on social media channels in a way that brings traffic to your website, where landing pages complete the offers. There the visitor makes a decision to read and interact with content, trade their contact information for downloadable offers using opt-in email. This enables additional content marketing that is specific according to what they opt-in to receive. Happy visitors return for more when that lead is nurtured appropriately by providing the information they are seeking.

“Today, creating good, original, quality content for your pages is more important than ever before.”

Social Media

All of the tools available through social media, including YouTube, Facebook, Twitter, Pinterest, Instagram will not work for your dealership if you don’t have content in place to DRAW the visitor to your website.

“Social media will not work to bring traffic without a message that compels potential customers to click on the link in your post, and visit your content page or landing page to find what they are seeking, immediately!”

Many  businesses, including most RV dealers, make the mistake of placing social media icons on their website, sending visitors to their Facebook page or YouTube channel. You work so hard to get visitors to your website, which today is just as much your place of business as your brick and mortar facility — Why would you send them away? That is like closing the door when the customer parks on the lot and you see them coming.

Make sure your marketing sends customers to your website. Don't let your website send customers to your competitors.

Don’t send them to your home page. There are too many distractions there. When visitors arrive to follow through on your social media post, they should find the content they seek, relevant incentives and calls to action  — immediately. They should also find an opportunity to contact you, exchange contact information with you while they select the type of information they wish to receive via e-mail.

“If a customer wants to look at a Class A Motorhome, you don’t look at him and say ‘They’re out there!’ pointing to your inventory lot. Why would you do the same thing when online customers respond to your ad, your social post, or your email? If you begin the offer in your ad, post or mail, then complete it when they arrive. That’s what they came for — Make sure they find it easily!”

“Sharing offers and content in this way on your social media channels brings visitors to the site where you can do what you do best — Sell RVs.”

You don’t have to be on every social media channel to be gain traffic. But you do have to be sensational in one or two. When you spread yourself too thin, it is hard to keep up. With sharing automation the task can be much easier so it all depends on your budget, your time and your manpower.

Organic Optimization vs PayPerClick

If your website is properly optimized… and let me say here that proper optimization is not a bad thing. In fact Google and Bing wouldn’t have guidelines, with suggestions regarding how to do it properly, if it were… you will receive traffic. You will rank high enough in the results pages and people will find your website easily for what they should be finding it for. PayPerClick campaigns are excellent for geo-targeting specific areas where you desire traffic from. But don’t use it locally unless you have no search engine results organically. And, if you have no search engine results organically your website is not optimized. Appropriate Page Titles, meta tags, headline tags to stress important information and much more, go into on-page optimization. Appropriate files that only the search engines read, are also necessary elements of a truly optimized website.

 PayPerClick Display Advertising

Another alternative to Text Based Pay Per Click campaigns are display advertising where website owners place your display ads (you can also do this with text ads) on their websites. People who have searched for your products and services (keywords specific to your dealership) will see these display ads on websites they may visit that incorporate monetizing their websites with advertising. It’s like having a billboard on the highway that you don’t have to pay for unless someone walks through your dealership door. You only pay, when they click through to your website. As I mentioned above, send them to a landing page to complete the offer and convert that visitor to a customer.

 Email Marketing

Through the use of targeted email marketing, you nurture the leads you capture on your website. You allow the customer to select the information they want to receive, and send links to on-site content, with a compelling message of course, to meet their specific need. Tailor your email marketing to those who are at different stages in the buying cycle according to the type of information they select to receive. Nurture those leads with communication and content, developing a customer relationship.

There are definitely no shortcuts in internet marketing. Beware the unsolicited SEO experts who spam your inbox with false promises based on old methodologies and ‘black hat’ techniques.

“Cost is relative to what has been done, what needs done, and how much you are able to invest in your website”

You should expect a return on your investment. It is an important and integral part of your business. Today, you cannot be in business without it if you hope to be successful and reach sales goals. The best way to approach it is to develop a budget, set goals and talk to a reputable marketing agency that can assist you in coordinating these marketing efforts. They will work within your budget, make suggestions, coordinate traditional and internet marketing so your message is consistent. A hammer and saw are not used by a Starbucks barista in the same way that they are used by a professional carpenter. It might surprise you to find it may be more cost effective than hiring someone to do the work in-house. Efficiency is efficiency. Plain and simple.

Dan Ball
www.dpballadvertising.com