Much like the sails on a sail boat, your marketing strategies should be adjusted with the wind as necessary to keep your initiatives on the right path for your business. It is often assumed that marketing is a linear process in which the original strategy planned is what will ultimately work. This is not necessarily true for every campaign and advertisement that you create.
It is important that marketing initiatives are watched closely and examined often to see what works for your business and what doesn’t work. Maybe your latest boosted post on Facebook didn’t receive as many insights as you would have liked, or maybe your recent print advertisement in the local publication hasn’t generated any sales. If something is not working, your sails should be adjusted.
Another reason your marketing sails might have to be adjusted is because the platforms used for promotion are constantly changing. If we take a look at LinkedIn for example, the website on a desktop computer compared to the app for a smart phone and the app for an iPad has different features and abilities. Facebook is continuously changing the functions available for Business pages, and even the way you post as a page versus an individual. Instagram just recently updated to change the chronological order in which posts show up in your newsfeed to a new algorithm-driven feed. After much negative feedback from users, they switched back to chronological feed. These types of issues need to be recognized and analyzed with your marketing strategies because it is possible that many of your company’s followers could be missing your posts if not addressed properly.
The development of new technology has permitted the progression of data-driven thinking. This enables companies to utilize data to drive their marketing tactics, make better-informed decisions, and drive achievable goals.
Data-driven marketing efforts can produce a higher return on investment when data is utilized correctly and used in tandem with company-specific key performance indicators. It also offers a competitive advantage, and increases customer loyalty, retention, and satisfaction. It allows your business to deliver a more relevant message to your customers.
Social media platforms and new technology are not the only things changing the way we market products and services. Google updates its algorithms hundreds of times a year, nearly 500 to 600. While most of these changes are minor, Google occasionally rolls out a major algorithmic update that affects search results in significant ways. This could mean that your website content, Meta information, or even website design, should be updated.
This is why it is important that the right captain is in charge of your marketing to ensure the sails are adjusted properly. Often, conscientious business owners know their limitations and look for marketing support to handle the tasks of marketing. Typically they will have one to buy their advertising, another to manage SEO, another to build their website, and yet another to handle social media. Managing the efforts of all of those different companies becomes a job of its own. Without anyone with expertise in marketing to optimize them, often their marketing strategies don’t work synergistically.
Our social media marketing team ensures your marketing initiatives are cohesive and properly managed. Every month we provide our clients with a statistical report outlining the social results of followers gained, consumer interaction, and the landscape of their marketing strategies. We analyze our client’s marketing on the macro level, optimizing and developing innovative strategies that maximize results and exceed expectations. If something does not seem to be working, we will work with our clients to readjust the sails.
Contact us to set up a time to discuss you’re marketing needs and let us be the captain of your ship to ensure your marketing sails are always adjusted properly.
Long Tail Keywords or Long Tail Keyword Phrases are keyword phrases typically consist of 3 to 4 or more words. When a consumer uses a long tail keyword, they are generally searching a specific phrase to find exactly what they are looking for. The keyword phrases are very specific to the product or service. The phrases searched are typically conversational in nature, much like a command you would give to Siri on your iPhone to find the cheapest plumber near you. According to Thrive Hive, long tail keywords are also known as “point of sale” keywords because a customer is more likely to use them the closer they are to purchasing.
Here's an example from MarketingProfs of a head keyword and longer-tail keywords/phrases:
It is not clear what the intention is of the first keyword listed. The searcher might want to simply check out the official website of Reebok. However, the third long tail keyword displays a more specific search intent.
The “long tail” part of the term “long tail keyword” comes from a visual representation of the shape of the distribution graph when it comes to page views.
Long tail keywords have lower search frequency than "seed" or "head" keywords (keywords that are less than 2 words). However, the traffic generated by long tail keywords is of higher quality. The traffic is more targeted and has higher chance of conversion.
Long tail keywords provide you with the opportunity to steal traffic away from larger, more established competitors that rank for the general, high search-frequency terms.
In order to do so, you must first to choose appropriate keywords to target. There are many resources you can use on the web to generate keywords, some of them include:
After choosing your long tail keywords, generate relevant content containing them on your site. After some time, check your Google Analytics to see how you're ranking. Read more about Google Analytics Metrics by clicking here.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.