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3 Fundamentals of Paid Search Marketing

Ken Bowden - Friday, March 3, 2017

Paid-search-fundamentals

Paid search marketing is a cost-effective and scalable form of online marketing that connects your ads with searchers who are actively seeking the solution you provide. The most popular and well-known are pay-per-click, or PPC, campaigns, where you bid for ad placement and then pay a search engine like Google a small fee for each resulting click. While that may sound like you’ll be spending a lot of money, a well-designed campaign results in just the opposite. How? By creating ads that are so specifically designed that they reach only those potential customers who are searching for precisely the product or service you offer.

Paid Search Marketing Fundamentals

Online banner ads, together with traditional advertising like TV, print, and radio, are impression based, but PPC ads are performance based. In a perfect marketing world, all three work together to bring you the desired traffic you’re looking for. These ads all drive awareness, information, and sales leads, but PPC offers the closest point of sale. Paid search marketing can be a boon to your traffic and bottom line, but keep these three fundamentals in mind as you decide whether now’s the time to invest.

  1. Keywords Matter. In paid search marketing, everything starts with keywords, and figuring out the right keywords to bid on will have an impact on how much you end up spending. When people use Google or another search engine, they type specific words or phrases into the search box to find what they’re looking for. The results, whether they’re paid ads or not, appear because they’ve been determined to be relevant to those words. If you want your ad to show up on the page, you need to bid on those keywords. There are many ways to find your optimum keywords, with keyword research tools and analytical data being the most helpful.
  2. Relevant Ads Get Results. Bidding on the right keywords is just part of the PPC battle. You also need to create eye-catching ad content that is highly relevant to a potential lead’s search query. To score those clicks, you want ads that directly address the searcher’s problem and that lead him or her to the appropriate landing page on your site that offers the solution they need.  If you haven’t already, you’ll also want to learn more about Google’s expanded text ads.  ETAs now provide text ads now that are 2x bigger than previous text ads.
  3. Reporting and Analytics Increase Your ROI. If you want the best results from your PPC campaigns, you must know what is and isn’t working. The goal is to figure out how to tweak your campaigns so that over time they become better at attracting your desired audience. Tracking data such as search queries, landing pages, location, and engagement tells you which ads and pages are working. Examining social shares helps you see which content resonates enough with users that they’re compelled to share it with others. Ad networks provide reports on views, click-throughs, and conversions. Once you have data in hand, you can make improvements that bolster ad performance and save you money.

Hubspot, has a great beginner’s guide that covers everything you need to know about paid search. Paid search marketing can be one of the most revenue-generating pieces of your marketing strategy. Just remember that it’s not about simply handing over money to Google to drive clicks to your website. Before making the investment, take the time to understand the type of consumer you’re trying to attract and how much you should pay for each click to draw them in. Take time also to make your content relevant and rich and make it easy for visitors to convert with few barriers and a great call to action.  Then be sure to pay careful attention to analytics – both bounces and conversions – to make any other changes that might be needed.

Weichert® Real Estate Affiliates, Inc. Engages WSI for National Franchise Marketing Program

Ken Bowden - Monday, February 27, 2017

WSI announces that it has recently partnered with Weichert Real Estate Affiliates Inc. (WREA) based in Morris Plains, NJ to provide comprehensive digital marketing as well as redesign of their franchise website and other digital assets. WSI was selected as part of a broad national strategy to improve brand recognition and increase the presence of new offices across the USA.  The new website can be viewed at https://www.weichertfranchise.com

Weichert Real Estate Affiliates, Inc. franchised offices can be found in more than 300 markets across 39 states. It is ranked #105 on Entrepreneur’s 38th annual 2017 “Franchise 500®” list, moving up 32 positions over last year.  It marks the 13th consecutive year that WREA has made the list. In contracting WSI, Bill Scavone, president and COO of Weichert Real Estate Affiliates, Inc., was seeking a closer partnership with a more experienced digital marketing partner who also had experience with the unique needs of both franchisees and franchisors. “In less than a month we’ve already seen results from WSI, and we feel their business-focused approach and hands-on consultative model will help us meet our growth targets more effectively for 2017 and beyond”, said Scavone.

WSI Marketing Program for National Real Estate Franchise Brand Development

The WSI team reviewed extensive marketing studies on the Weichert® brand and studied, in great detail, the challenges of independent brokers trying to grow. This  dictated the website content strategy, visuals, and overall marketing plan, which was developed in close consultation with the marketing team at Weichert Real Estate Affiliates, Inc. .  The Weichert program includes both Organic Search Engine Optimization, and a sophisticated paid advertising approach that leverages standard PPC, multiple types of display and remarketing, and Social Media advertising. The goal is to market the key differentiators of the Weichert Franchise System which include:

  1. A sophisticated, high technology online lead generation system for real estate agencies.
  2. Best in class systems for real estate agent marketing and real estate broker marketing.
  3. A proprietary real estate CRM system called WeichertPRO®
  4. Systems for real estate agent recruiting and retention.

Through its elite national branding program, WSI customized a content strategy for WREA through on-page and off-page activities. Using our unique and proprietary techniques of Search Engine Optimization, WSI conducted an in-depth semantic study in order to better understand how customers search for terms related to “brokerage management” and “real estate franchising”. These key search terms were then correlated into the website through strategically written web copy and imagery.  WSI’s National SEO Program will also produce quality blog, graphical, social media and video content to syndicate on external web properties including TumblrWordPressBlogger, and Weebly in addition to several other proprietary content distribution platforms.

Call WSI for a Digital Branding Overview

Being a franchise organization ourselves for over 20 years, WSI has the kind of insight into the needs of the franchisor that few other marketing agencies do.  For those looking to see what a truly personalized marketing solution looks like, why not give WSI a call today?

This press release was originally published at http://www.wsinetmarketing.com/weichert-real-estate-franchise/

Lincoln & Mazda of Olympia retains WSI as their Trusted Digital Advisor for SEO & PPC

Ken Bowden - Wednesday, February 22, 2017

Lincoln & Mazda of Olympia is new and used car dealership serving the greater Olympia and Tacoma area. Conveniently located in the Olympia Auto Mall, this dealership has trusted their SEO and Paid Advertising campaigns to WSI since August of 2014.

For 2 years following their initial engagement, the website continued to improve in search ranking and the PPC campaigns evolved with the website content improvements to offer a maximum conversion rate at a significantly reduced cost per click over previous campaign years.

Due to some unexpected changes with their platform and hosting provider, Lincoln & Mazda of Olympia were required to move their extensive new and used car website and inventory to a new platform in July of 2016. The move was extremely disruptive to their online presence. They dropped significantly in ranking and their paid advertising campaigns suffered as a result.

WSI came to the rescue with a plan to correct the technical issues surrounding the move. Proper redirects were implemented, broken links corrected, and most of the blog articles were restored including the links to their offsite properties (Facebook, Twitter, Google+, WordPress, Blogger, and Tumblr).

In addition to adjusting the optimization on their prime website pages for the best keyword phrases:

                  new cars

                  used cars

                  car dealership

                  car repair

                  vehicle financing

WSI built and optimized some new pages to help searchers find the online Lincoln & Mazda new and used car inventory by vehicle type:

Our Vehicles

Sedans

Convertibles

Hatchbacks

Minivans

SUVs

Trucks

Cars Under $10K

New Car Specials

Used Car Specials­

The Lincoln Line Up

The Mazda Line Up

PPC campaigns were all adjusted to take advantage of the new pages and blogging will resume next month to promote these new keywords and pages going forward. New conversion goals have been added and the results are already amazing. January alone showed a 22% increase in Overall Traffic, a 32% increase in Organic Traffic, and 25% increase in Paid Traffic. Conversions were up 30%, 44%, and 26% respectively.

This post originally appeared: http://www.wsicybersmart.com/lincoln-mazda-olympia-retains-wsi-trusted-digital-advisor-seo-ppc/

 

 

 

The Role of Website Design in B2B Marketing

Ken Bowden - Wednesday, February 1, 2017

Website-Design-for-B2B

Creating a user-friendly website is a huge part of developing your B2B marketing strategy. Your website’s design should focus on content, usability, and functionality but also be aesthetically pleasing. Neglecting any of these elements can have an adverse impact on lead generation and conversions. Just like B2C websites, your visitors need to find what they’re looking for in an easy and seamless way, preferably within that all-important first three seconds. It’s equally true, though, that B2B websites should be designed differently from B2C sites.

B2B Buying Behavior

In many ways, the B2B buying process is more complicated than a typical B2C one. For example, the average B2B transaction involves 5 or more buyers, meaning the funnel journey for B2B customers tends to take more time. As a result, the B2B buying process is made up of multiple stages that take a company’s procurement policies into consideration. Further, while B2C customers make purchasing decisions based on emotion, B2C customers are more likely driven by risk aversion. Therefore, website design in B2B marketing must reflect the calculations, comparisons, and detailed information needed to bolster trust in your product or service.

Web Design and B2B Marketing

A basic tenet of marketing is that you design for your customers. Since trust plays a crucial role in B2B buying decisions, your website design must have credibility as its core objective. It should also seamlessly offer as much information as possible, in as many formats as possible, clearly stating:

In other words, if the goal is to turn your website into an effective lead-generation machine, you must understand your buyer’s personas, what solutions your buyers are looking for, and why they should choose you over the competition. So, what does this mean for your B2B website design? It means creating a dynamic site that is not merely a digital version of a company brochure but reflects what drives your customers. Here’s how to do it.

  1. Plan Content First. By now we all know that content is king when it comes to an effective digital presence. The time is now to shift the focus from design first to content first. It starts with a proper content strategy that addresses your brand’s specific website goals. For example, a blog is essential if you want to keep a consistent fresh flow of high-quality, SEO-friendly content. Plan your content strategy before you even begin to think of colors, fonts, or images, and you’re off to a good start.
  2. Choose a Responsive Design. More than 50% of Google searches are made from mobile devices and many of them include B2B buyers. Responsive design is key to functionality and ensures customers will have the same great experience across various devices.
  3. The Appeal of a Minimalist Design. Also known as flat design, the minimalist approach to B2B website design has recently increased to where it’s catching up to B2C. Flat elements, such as simple illustrations and bright colors are a great way to communicate your company’s message, story, and value proposition without using a lot of text.

Conclusion

Your B2B website is one of your most valuable marketing tools. Remember to keep it focused on the customer – the solutions they need and are looking for – and plan its design accordingly. Consistently update its products and/or services information, and be sure to offer dynamic content that helps your customers move forward with their own business. The more you do so, the more they will return the favor.

 

 

Is Search Engine Optimization an effective Internet Marketing strategy?

Ken Bowden -

As a small business owner looking to build an effective Internet marketing strategy, you must tailor your website to the algorithms search engines use to rank websites. This is done through search engine optimization, or SEO, a powerful way to increase inbound leads, grow your business, and bring you the confidence you need to compete in today’s challenging online world. Long gone are the days when all it took was stuffing a website full of keywords. Today’s search technology demands sophisticated content creation and distribution, big data analysis, and a thorough understanding of conversion.

Internet Marketing & SEO

SEO may be only one part of your Internet marketing strategy, but it’s the most fundamental one. For decades brands targeted their audiences with crafted messages, using print and mass media to deliver messages they hoped would convince people to buy. Today, it’s about inbound marketing, where the audience is searching the internet for the products and services they need to solve a problem or answer a question.

As the forward drive into the IOT (Internet of Things) age continues, your Internet marketing strategy must also evolve with the times. Otherwise, you risk falling behind the competition, or getting stuck in a marketing rut. Not incorporating SEO as part of your strategy is detrimental to your online success. And, if you’re in an especially crowded or competitive industry, it can be even more difficult to rank without it.

SEO Done Right

SEO is not a static solution – as online behavior and capabilities evolve, the rules constantly change. But there are some core reasons for making it a priority:

  • It’s Cost Effective. Unlike pay per click or social media advertising, SEO is typically a fixed-price, less costly service.
  • It Produces Results. One study shows that organic search drives 51% of users to websites as opposed to paid search, which drives 10%. Social media drives 5%. It’s true that in the past SEO received bad press, but search engines have gotten far more adept at weeding out the keyword stuffers.
  • It Gets You Found. Without a carefully crafted SEO strategy, the chances of your website ranking above the competition is slim. While other methods such as email marketing and social media also deliver decent amounts of traffic, neither of them compare to the ROI of SEO.
  • It Drives Your Mobile Game. Searches from mobile devices now outnumber those made from desktops. Being optimized for mobile is essential to your online marketing success. And if your business has a local element, local optimization is key to your overall marketing strategy.
  • It Keeps You on Top. If you see your competitors ranking above you in search results, the odds are good it’s because of their SEO efforts. If you want to be in the top three positions, optimization is key.
  • It Increases ROI. Websites that rank in the top three position receive 33% of all clicks for a search. Even if you’re currently ranking at positions 6-10 for most of your keywords, just a little optimization can push you up the results page and increase your traffic and conversion rate.

The Bottom Line

Just as every brand is unique, every SEO campaign is different. Whether you own a local brick-and-mortar storefront, or are a rapidly expanding online business, you need an Internet marketing strategy that includes effective SEO. It’s the proven way to connect with your audience and build brand awareness. While you can’t control how prospective buyers search for solutions, you can increase the likelihood of them finding you – and your solutions – through the proper use of SEO.

Denver Pergola Systems Introduces New Aluminum Louvered Pergola System To Denver

Ken Bowden -

WSI Digital Marketing Campaign Is Cornerstone Effort To New Market Launch

 

Denver-Pergola-and-WSI

 

Denver Pergola Systems has become the exclusive dealer for Arcadia™ Luxury Louvered Roof systems in Colorado concentrating on sales and custom installs of pergolas for commercial venues as well as residential pergolas.

With a launch in a new market where traditional wooden pergola and shade structures are the norm, there is a steep branding curve to this relatively new, but highly innovative shade structure system. The first marketing challenge WSI is providing for Denver Pergola is increasing their SEO efforts.  Implementing a strategy that will increase visibility and brand recognition in a new market are top priorities for this company.

With such a unique and new product, WSI got creative with the keyword research. 

  • We determined “What types of other products compare to the function of a pergola?”
  • We examined the natural vernacular people of this region use.
  • We evaluated what the competition was using for their websites.
  • We did actual geo-located (via proxy server) searches for possible keywords, and we researched the content that garnered the top positions in SERPs.

Denver-Pergola

As with all our SEO campaigns, WSI developed buyer’s personas to identify, not just demographics, but buyer behaviors, determining what are prospective customers’ interests? What kinds of content do they find appealing? What are the motivational factors that would drive them to make such a big investment in their outdoor living spaces? Along with a high degree of visual elements, WSI designed its campaign to provide content that Denver Pergola’s buyer personas will find helpful, interesting, and compelling enough to click through and convert.  

The marketing project also includes local elements. While Denver Pergola can and will service the entire Colorado area, their focus is Denver. So, it is important to make certain that all NAP throughout the Internet is correct and accurate.

With such a visual, high-end product, WSI also is utilizing all the possible social channels and off site platforms. We set up various channels to highlight the product as well as provide content relevant to our buyer personas on Google Plus, Blogger, WordPress, Pinterest, Weebly and Tumblr.

In the six months since starting the Denver Pergola Systems campaign, the URL www.denverpergolas.com has reached page one in SERP for a number of high search volume outdoor living industry keywords.  For a superior organic SEO approach, contact WSI and discuss the conversion opportunities that await you.

 

This post originally published on http://www.wsiwebwisemarketing.com/denver-pergola-systems-introduces-aluminum-louvered-pergola-system-denver/

 

 

WSI in Ottawa Removes Traffic Barriers for ReferralMortgages.com

Ken Bowden -

ReferralMortgages.com are expert Ottawa mortgage agents who strive to make the mortgage process an easy and rewarding process for their clients. When the client contacted WSI eStrategies in Ottawa, they had a new site but they weren’t getting traffic. Frustrated and fed up, they hired WSI to get the work done to remove the traffic barriers that were hindering their success.

After deep analysis, WSI eStrategies found that the new site was not passing Google’s mobile-friendly test and search engines could not properly index the pages in the site. This was causing the lack of traffic for ReferralMortgages.com.

The solution was to move the site to WordPress CMS with responsive web design as well as ensuring proper on page and best practice SEO fundamentals were implemented. Once the design work was finished, the site passed the mobile-friendly test with no further issues. Local SEO strategies were applied to five key pages and WSI implemented a content marketing strategy to improve engagement. Despite the site mapping, local SEO efforts and content marketing being launched only a few short months ago, SERPS are already showing vast improvement with one of our targeted keywords ranking on the first page! ReferralMortages.co received their first ever online lead only 1 month after hiring WSI.

Finding a mortgage in Ottawa and surrounding areas that has terms and rates that work in favour of the applicant is challenging at best. ReferralMortgages.com works for the applicant, not a financial institution, often getting the best possible outcomes for their clients. Some of the optimized pages highlighting their services include:

First Time Homebuyers
Commercial Mortgages
Investment Properties
Bad Credit Mortgages

Both WSI and ReferralMortgages.com look foreword to a long and profitable relationship that will help brand this modern company and give it the recognition it well deserves.

This post originally appeared here @ http://wsiestrategies.com/wsi-in-ottawa-removes-traffic-barriers-for-referralmortgages-com/

 

Global Specialty Lamp Manufacturer Retains WSI for Third year of SEO

Ken Bowden - Friday, January 20, 2017

Lightsources-Connecticut

LightSources is one of the world’s leading manufacturers of UVC, specialty fluorescent and sign lamps of all kinds. Based in Orange, Connecticut, they serve both large and small OEMs with custom lamps designed and engineered for a large range of applications.  Starting in 2014, LightSources engaged WSI to optimize their existing Drupal website for 35 keywords. 

Over the last 2 years, the LightSources engagement with WSI has expanded, including a new WordPress web site, and additional sections of optimized pages for UV air treatment systems, and ballast water treatment systems applications.

These new application areas are part of LightSources ongoing strategy of assisting OEMs in creating new products where the demand is increasing. For example, there is a growing need among manufactures for enhanced treatment of exhaust gas emissions.  In China, manufacturers and even restaurants are coming under increasing regulatory pressure to clean up air emissions.  To that end, WSI created a new section of optimized pages for these new opportunities as follows:

UV air purification systems

Industrial air purification systems

UVC air purification systems

UV light air purification systems

Industrial air cleaning systems

Another area of increasing demand driven by regulation is ballast water treatment. The MEPC (Marine Environment Protection Committee), a subsidiary group of the IMO (International Maritime Organization) is globally enforcing new standards for ballast water treatment systems for ships effective September 8, 2017. The current standard, referred to as the Ballast Water Management Convention, was adopted in 2004 following initiatives by the IMO to establish procedures and standards for managing and controlling ballast water for ships.  As the new regulations come into effect demand for products using LightSources UVC lamps is set to increase.  In order to capitalize on that demand, WSI created the following set of pages:

USCG approved ballast water treatment systems

Ballast water treatment methods

Ballast water treatment technologies

Water ballast treatment system

With the combined strength of LightSources in the U.S. and LightTech in Europe, LightSources is the global leader in the germicidal lamp industry. In addition to their high-quality standard lamps, they also custom design products for OEMs of any size that meet almost any need.  Contact LightSources to learn more.

Originally posted at: http://www.wsiexpertinternetmarketing.com/our-blog/global-specialty-lamp-manufacturer-retains-wsi-for-third-year-of-seo

WSI Engaged for Air Charter Company Website Redesign and SEO Initiative

Ken Bowden - Monday, December 5, 2016

WSI announces that it has recently partnered with Air Charters Inc. of Teterboro NJ to provide a digital rebranding and redesign of their website and other digital assets, as well as a comprehensive paid and organic digital marketing initiative.  The new website ca be viewed at http://www.airchartersjets.com 

Air Charters Inc. is a private jet charter company based in Teterboro New Jersey with its own fleet of Learjet and Gulfstream aircraft.  They have been in the aviation industry for more than 30 years and are a full service private jet charter and management company offering private jet rental services and aircraft management in the New York Metro area, but flying globally. Air Charters’ client demographic is corporate executives looking to hire a private jet for convenient and discreet business related travel or for private individuals and groups looking to travel in style and luxury away from the hassles of commercial airline travel.

Air Charters also offers comprehensive and affordable Jet Aircraft Management Services, including charter offset management whereby owners of jets can offset the cost of maintaining and flying their jets by chartering them when they’re not being used. With its unique experience running aircraft, and its presence right on the tarmac at Teterboro Airport, Air Charters represents one of the best value propositions in the jet aircraft management world.

WSI Marketing Program for National Brand Development

WSI consulted on the re-design and development of the Air Charters Inc new website, and constructed a broad national marketing program, which is geared towards executive and private travelers looking to charter private planes for their travel needs or wanting to have their private jets operations managed by a third party.  The program is designed to create awareness on the time saving and convenient advantages of private jet charter for busy business executives as well as for individuals looking for private specialty travel.

Through its elite national branding program, WSI customized a content strategy for Air Charters through on-page and off-page activities. Using our unique and proprietary techniques of Search Engine Optimization, WSI conducted an in-depth keyword study in order to better understand how customers search for terms related to private jet rental. These key search terms were then correlated into the website through strategically written web copy.  WSI’s National SEO Program will also produce quality blog, graphic, social media and video content to syndicate on external web properties including Tumblr, WordPress, Blogger and Weebly in addition to several other content distribution platforms.

“We are extremely pleased with the visuals and content of our new website and social properties and new leads have already started arriving in at 50% more than previously.” Says Susan Bopp, president of the company. “We are confident that combined with the robust marketing strategy presented to us by WSI, our business leads and ROI will continue to increase.”

Call WSI for a Digital Branding Overview

No one has more experience in creating a digital brand than WSI having done this for hundreds of clients over our 20 year history.  If you are contemplating a rebrand of your company or franchised business, you owe it to yourself to call us today.

This report was originally published at http://www.wsinetmarketing.com/wsi-private-jet-charter-company/

WSI Partners with HomeWorks to Deliver Award Winning Senior Care

Ken Bowden -

WSI-Partners-with-Homeworks

 

WSI announces that it has recently been awarded the contract to introduce HomeWorks by United Methodist Communities, an in-home senior care service covering central New Jersey.  The initiative is part of the United Methodist Communities continuing non-profit mission to bring the finest care and support to senior citizens throughout the state.

WSI designed and implemented http://www.homeworks.umcommunities.org as the backbone of the new marketing effort to introduce their home health aid service to seniors and their families. The website retains the branding of the main corporate site at http://www.umcommunities.org, but expands and the type of services provided by the brand as well as their unique non-profit mission.

WSI was engaged to do the web design and implementation, as well a provide all the copywriting and SEO operations for the new business initiative. WSI engaged in a detailed business analysis with its UMC partners and produced substrategies for a number of the most unique aspects of the UMC offering. These marketing treatments seek to differentiate UMC HomeWorks services in a crowded New Jersey home health aide market.

This business discussion informed extremely detailed Search Term research across specific NJ counties and towns. As a result WSI created SEO optimized page content on a number of topics which marry searcher’s intent to the unique service offering of the brand.

The WSI Digital Marketing Program

Through its elite regional branding program, WSI customized a content strategy for HomeWorks through on-page and off-page activities. Using our unique and proprietary techniques of Search Engine Optimization, WSI conducted an in-depth keyword study in order to better understand how customers search for terms related to the home health care industry in NJ. These key search terms were then correlated into the website through strategically written web copy.  WSI’s SEO Program will also produce quality blog, graphic, social media and video content to syndicate on external web properties including Tumblr, WordPress, and Weebly and Blogspot in addition to several other WSI proprietary content distribution platforms.

 Call WSI for a Digital Branding Overview

No one has more experience in creating a digital brand than WSI having done this for hundreds of clients over our 20 year history.  If you are contemplating a rebrand of your company or franchised business, you owe it to yourself to call us today.

 This blog originally published on http://www.wsinetmarketing.com/WSI-partnership-UMC-HomeWorks/

 

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