Category Archives: Google

Grab the keys to great brand exposure

What is the first thing you think of when searching the internet for a company or service? It is something you might not even notice you are doing, so subliminal it has become. And yet it is something that we all do every time without fail – come up with key words or phrases to input into a search engine so that websites can find useful matches.

It’s not just search engines that require key words though. In fact, a successful and strategic marketing campaign also requires a whole host of key words and phrases. Key words can be used to get across your messages and ideals when used consistently throughout marketing. Think of soft drinks, Christmas and children, think of Coca Cola. Think of cars, windows, scratches, think of Autoglass. Think of your products, services and key audience – do people think of your business?

To be successful, keywords need to be implemented from the start of a marketing strategy and consistently spread throughout all activities. From the beginning of your strategic marketing planning, think of all the buzz words that help to describe your business. If you were searching Google for your company, what words would you enter to find yourself? What values are you trying to promote with your business? Put them into words.

What words should I be using?

Think of words that describe your business. If you are a PR and marketing firm, those need to be your keywords. If you work in engineering, engineering is one of your keywords just as dentistry is one for dentists and computing one for IT companies.

Where are you? Are you in Coventry? Then that needs to be a keyword. Offering removal services from Manchester? Then removal services and Manchester need to be in your keywords.

Who do you work for? What audience demographics are you trying to attract? If it’s specialist medical chairs for over 60s then you need to be using words like ‘elderly’ and ‘pensioner’ in your key words. If it’s younger people, use the words ‘teenagers,’ ‘twenty-somethings’ or ‘children.’

That’s the obvious but what about the not-so-obvious? Have a good think. Is there another word that describes one of the existing keywords you have thought of? A good idea is to go through a Thesaurus and find all words similar to those you are including in your keywords. People search for different things. While one person might be looking for accountants, someone else might be looking for financial advisors. It is highly likely that you fit into both titles so make sure your keywords leave no room for error.

Never miss an opportunity

It’s not just a case of sitting down and penning your keywords – you need to use them as much as possible. Consider them in everything you do that helps to market your business. Keywords can be used anywhere in marketing material to get across your products and services to the right audiences.

Begin with the most obvious place – on your website. Your website may have been live for quite some time and gathering a consistent and impressive hit rate but that doesn’t mean it can’t be made even better. Now you have your key words, go back over your website copy and insert them in wherever and whenever appropriate. Even if one of your keywords is a cliché that you don’t want included on your web copy, make sure you still tag it in your META data so it is still present should somebody run a search for it.  Done properly, it really does help with your search engine optimisation or SEO, driving your website up the search rankings.

Keep these keywords at the forefront of your mind for any other marketing material you produce. A press release about a new product or service offers a great opportunity to embed some of your key words while a direct marketing letter gives you the chance to be bolder when including these terms. Blogs are written by you and read by industry experts, followers and those interested in your business. What a fantastic opportunity to stamp some of your key words into your prose! What’s more, when writing a blog, unlike a press release – you have the final say over how it is published. Be striking and get your keywords as prominent as you can. Use one in your headline, add a sub-headline and don’t forget to tag the entire post with your key words.  Again, keywords in blogs help with your SEO, and don’t forget to tag any images or videos you use with your key words.  Be consistent.

Evaluate and monitor

Your keywords aren’t working? Then you need to sit down and think why this is not going to plan. Perhaps your industry is changing and your keywords are not supporting these changes? Maybe your target audience aren’t searching for your key words because your keywords are old fashioned or outdated. Put yourself in the mindset of a potential customer demographic. If you are selling to businesspeople think what kind of terms businesspeople will be using. It is unlikely to be slang words or terms that have been added to the Oxford English Dictionary within the last five years. They are more likely to be searching for the more traditional words that describe your business.

By regularly evaluating your key words and implementing them within your marketing strategy you can be sure that your key messages are being picked up by the right people operating in the right circles. Just as Google regularly reviews and changes its SEO terms, you need to be updating and changing your keywords for maximum effect.

And don’t forget, you can monitor the effectiveness of key words in your industry sector by using a free tool: Google Alerts.  This will bring you regular updates and information from across the Internet using the key words you set up.  It’s  great for keeping an eye on your customers, competitors, and key industry trends as well as what is being said about your business – all because you’ve invested some time in thinking about key words that are important to your business.

Advertisements

Five top tips for Content Marketing

We were delighted to be guest speakers at last week’s Coventry and Warwickshire Chamber of Commerce event, where we shared our top five tips on content marketing. The attendance figures were impressive with local businesses also benefitting from tips on accountancy from Simpson Financial Services, and how to pitch to local government from Warwickshire County Council. For all those who missed it, here are our five top tips for content marketing…..

1 – Stories are the lifeblood of your business

Without great stories how can you tell people about your business, who you are or what you do?

Stories are in every business. Are you approaching a significant anniversary? Have you launched a new product or won an award for your services? Have any of your staff done something interesting for charity or championed their community in some way? Are your products quirky or unusual? Are there any general business issues that you can piggy back on? All these are stories that, when you find the right angle, people are interested in hearing and sharing. There’s no such thing as a business without stories to tell – you just need to find the right angles for the right audiences.

2 – Love your business strategy

Only when you really understand your business goals and strategy will your marketing follow suit. What is your mission? What is the purpose of your business and where do you see it in a few years time? How are you going to achieve your mission?

Once you have answered all of the above, that is where your marketing plan comes into play. It will help you to achieve your business mission and enable you to set targets for the number of contracts you need to win, the number of new customers you require and which sectors you need to target in order to enjoy growth.

3- Marketing communications planning

There is no substitute for good planning – make it a priority! Make sure you tie your planning in with your business and marketing strategy.

By understanding your target audience, you can plan for long term success. Often your audience will be your target customers but you might also want to target industry thought leaders with your marketing.

Prepare a plan of your monthly marketing activity. How many press releases will you create and send out? How many blogs will you write, and how many hours will you spend on social media?

4 – Content really is King!

These days there is no excuse for not having good content that will help drive traffic to your website or blog, or simply give you an opportunity to interact with your business communities.  It’s always better to generate your own original content about your company, its products and services and tell people the exciting things you are doing.  But you can also curate content to demonstrate your expertise in your industry sector. There are lots of content curation tools on the Internet, but why not try Scoop.it, for example.  Scoop.it allows you to put a few key words into your topic and then brings anything mentioned those keywords into your curation page.  This will generate many interesting stories about your industry which you can then share with your audiences – it really does work!

5 – Do your research

The internet and social platforms are an amazing store of knowledge, information and marketing intelligence for every conceivable industry sector.  Set up Google Alerts on every aspect of your business and industry and subscribe to RSS feeds and blogs so you are notified whenever a conversation is happening that you need to be a part of!

Listening is just as important as informing and sharing knowledge.  Listen to what your communities have to say on social networks and mine them for the gold nuggets that are potential content for you to convert into stories.