Jul 11
Stephanie Lamerton

Do you ever get the feeling you’re being followed? Well, many people are indeed being cyber stalked. No we don’t mean by a jealous ex-partner on social media, but being followed by pesky image ads. Learn how to implement a PPC campaign the right way with these easy to follow remarketing tips.  

Frequency Capping 

A lack of control of ads may not tempt customers but instead scare them away. No one likes the feeling of being haunted, whether online or not. 

Google does not cap the frequency of ads by default but this is such an easy thing to do. Control how many times an ad appears within a certain time frame with a frequency cap. To do this, navigate to your campaigns section, advanced settings, and then frequency cap. We’d recommending restricting your ad to appearing around 3 or 4 times.   

If you are not using Google, frequency capping is especially important, as you could buy 1,000 impression and only end up reaching one person. 

Custom Segments

Let us set the scene: You are sat at home one weekend and you are extremely bored. You want something to do so you look up your local cinema. You don’t fancy any of the films on offer but one is set in an exotic location, which gets you thinking about how lovely a holiday would be. So you spend the rest of your time researching and maybe even booking a short trip.

While you find that fantasy location, you are likely to be followed by adverts for the latest cinema deals and film releases. But that ship has sailed; you are no longer concerned about what you are doing today – you’re going away on holiday soon! The ads are wasted on you.  

Most internet users will go through multiple ‘search sessions’ in a period of time. Therefore when remarketing it is important to filter using custom segments and to target specific topics – in this case, travel. By remarketing this way, your ads will only appear during relevant searches and will only target potential customers when they are most likely to be interested.  

Ad Variation

If an ad doesn’t grab the attention of a potential customer the first time they see it, what can you do to interest them on future viewings? Well, one nifty technique is to use image ad variations. 

Most companies are now catching onto the idea that multiple sized ads means they can fit onto more sites. But different themes, layouts and colours in the same ad group can also be greatly effective. Everyone will have their own visual preferences and some styles may be simply more appealing to some than others. By creating multiple versions and rotating the ads you have a better chance of a conversion. 

Negative Audience Lists 

If someone has just bought something from your website it is very unlikely that they are going to return and buy more straight away. They won’t have even received the goods yet. Advertisements for your products or services are, as a result, likely to become redundant. 

Use negative audience lists and you can block your ads from showing to these customers for a set period of time. This should be at least a week. It’s okay to target them in the future but don’t pester them in the meantime. 

 

Stick to these 4 remarketing tips and you won’t only advertise to your potential customers but you’ll convert them too. There’ll be no more scaring them off and over to your competitors. Take control of your advertising!

 

(images: Developers and Internet Marketing Synergies)

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Jul 07
Stephanie Lamerton

 

Here at Liberty Marketing we frequently blog about Google Adwords, quality scores and all other good PPC related things. And it is for that reason we were shocked to realise we haven’t talked about Ad Builder before. 

So here is our ultimate guide to Google AdWords’ Display Ad Builder – you’ll be using it like a pro in no time. 

So what is this Ad Builder?

The Display Ad Builder is a handy tool within Google AdWords, which allows users to create professional-looking image ads in minutes for completely free!

You can choose from a number of templates and customise the colours, fonts and layouts, as well as using stock files or uploading images straight from your computer or website. The possibilities are endless. And these ads can easily be updated or replaced at a click of a button. 

Why use Google AdWords’ Display Ad Builder?

Provides the ability to create customised ads in a number of styles, sizes and formats.

These ads can be placed on websites that are relevant to your business and hopefully attract people who are interested in your services.

The Google Display Network will place ads on news sites, blogs and other webpages across the internet in order to target potential customers. 

You can track your campaigns and their results as they run, allowing you to also keep an eye on your budget. 

Higher potential earnings.

How do you use Ad Builder?

1. The first step is to log into your Google AdWords account. 

2. Navigate to your campaigns and click on the display campaign you wish to work on. This cannot be a ‘search only’ campaign though. 

3. Click on the ‘+ AD’ menu and then ‘Image ad’. Here you will be prompted to choose how to create your image ad, where you should enter the URL to the homepage you wish to promote. Click ‘Create an ad’ and Google Display Ad Builder will crawl your website and create a display ad that matches your websites branding colours, fonts and images. This may take a few minutes. 

4. The next page that appears will be populated with ad templates containing the sites content. Hover over the designs or ‘show more’ until you find your favourite design and select it. 

5. From here click the ‘6 sizes’ link. This will allow you to preview your ad in different sizes and select the ones you will be using. 

6. You can now edit the design so it looks just right. You may not need to do this if you are happy with the pulled results, but we usually change ours a little. Don’t forget to save your changes and that they appear in all ad sizes. 

7. Before you put your ad out there for all to see, make sure to review the content and formatting. It may appear slightly different as a shape can change the look. Then if you are happy with the results you are all done. You now have some striking image ads. 

The different types of display ads

Although image ads are usually the main focus, you can also create ads in a variety of other formats. 

Text ads – This is the combination of a headline and two lines of text, similar to that used on the search network.

Rich media ads – These are interactive adverts which often use animations. A common RMA is a moving carousel of products sold by the featured company.

Video ads – This type of ad works well if you want to advertise on YouTube.

 

So now you know how to use it, have a go for yourself. Or give us a call and we can help you out with your PPC instead!

 

(Image: AdWords

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Jun 10
Stephanie Lamerton

All great businesses have great PPC marketing strategies. But what can these companies do to stand out amongst the rest? Well, let’s take a look at a few examples of when brands got PPC right. Here are the 5 Best PPC Adverts of All Time – according to us: 

1. The guy who used his skills to get a job 

  

 

Getting your first step into the marketing industry can be tricky – you want to prove you are creative but at the same you don’t want to be too ‘out there’. Well, why not take tips from this guy?

Alec Brownstein, 28, from New York bagged himself his dream job using $6 worth of advertising. Brownstein was a copywriter searching for a ‘creative’ agency to call home. He created PPC ads which would appear when anyone Googled creative directors of leading agencies. He then hoped they would Google themselves and see the ad. 

The ad was seen by all bar one of those targeted and he received two job offers by the end of the year. As an added bonus, Brownstein won awards from The One Show and The Clios for his self-promotion.

2. The brand that advertised to improve its PR

 

 

Some people may see it as taking advantage of a bad situation. But for the purpose of this blog, it acts as a good example. 

Back in 2010 after its oil spill off the Gulf of Mexico, BP invested heavily in its PPC budget to combat the swell of ill feeling surrounding the oil giant. Ads targeted keywords such as ‘oil spill’, so that when the latest news stories were searched BP would appear at the top of the results page and provide its own ‘spin’ on what it was doing to help the disaster. 

Although profiting from disasters is a question of ethics, targeting current affairs to set PR search volumes is rather clever. Start thinking about the big events coming up and you may be able to create relevant associated ads.   

3. The brand that harnessed YouTube and the power of celebrity

YouTube is the world’s largest video-sharing website and utilising the ads on this platform was a clever tactic by The Perfume Shop. 

The retailer overlaid celebrity videos on YouTube with adverts for their celebrity endorsed perfumes, such as Sarah Jessica Parker and the perfume ‘Lovely’. This use of a YouTube targeting Tool was the first of its kind and changed the fate of PPC on YouTube for the better.

The campaign was very relevant, and so very successful. Brand awareness went through the roof, with great direct responses, a +236% ROI and 9 million views. Not bad!

4. The singleton who took online dating to the extreme

Matt Simpson was down on his luck when it came to the ladies, so he decided to do something about it. The digital marketer created a number of Google ads which targeted a demographic that he thought would be his type of girls. 

The ads were aimed at single women, 28 to 34 years old, who lived within 25 miles from his home in Tempe, Arizona. He also looked at interest groupings with maximum reaches of hundreds of women, such as:

Yoga, Bikram Yoga, etc. 

Buddhism, meditation, metaphysic, etc. 

Deepak Chopra, Eckhart Tolle, etc. 

The details of those who clicked on the ads would then go through to a Facebook fan page. This $20 punt led to 60 clicks and 5 leads. Did this master plan pair our entrepenurial lothario with his happily ever after? Unfortunately, we don’t know – he refused to say if he fell in love. 

5. The company that hopped on the bandwagon

In 2010, Argentinian footballer Carlos Tevez announced that he wanted to leave Manchester City and return to his home country. The luckless millionaire was homesick and couldn’t settle in the “small and wet” city.  

Teletext Holidays jumped on the back of this and created a PPC ad targeted at those who had the same feelings as Tevez. Those who searched for news on this subject were conveniently given a link to the opportunity of a trip away. 

How to perfect your PPC

If you handle your own PPC campaign then you may be able to learn something from the above examples. And to help you get on the next ‘Best PPC Adverts’ list take a look at the following tips:

Enable sitelinks – they are quick, easy and won’t cost you any more money

Log your performance and track results multiple times a week

Set aims and objectives for performance

If you are an ecommerce business make sure to track revenue too

Make the most of remarketing through Google Analytics

Integrate AdWords with CRM 

Use a renowned Digital Marketing agency – like us!

 

(Images: img flip, YouTube, Hubspot, Econsultancy)  

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May 01
Stephanie Lamerton

In 2014 we’ve already seen the success of the Winter Olympics in Sochi and we still have many sporting events to come including the World Cup in Brazil and the Commonwealth Games in sunny Scotland.

These sporting events are also big social events. We plan to book tickets using instant messengers and we brag about our good seats to friends – or we moan about that missed opportunity through posts or tweets before keeping up with the news on other events that we can’t attend.

Sporting events mean big business for social media, so let’s take a look at their influence in a bit more detail.

Sport and Sponsorship

Sports teams have long been commercially sponsored by major companies. For instance, we have the Barclay’s Premier League, the Heineken Cup and of course the Npower Test Series.

And with increased digital influence on our lives this sponsorship is becoming more profitable than ever for both the sponsor and the performer who can launch specialised campaigns alongside the big events. But what does that mean for social media users?

Well, it shouldn’t affect our newsfeeds too much. There will still be the heavy flow of conversation on the current hot sporting topic except now the posts or tweets will be branded with the sponsors’ name or logo.

Increased Followers

As well as marketing the sponsors, popular sporting events will often encourage supporters to follow their favourite teams on social media. These teams will have dedicated social media teams who will live tweet from events and keep you up to date with any breaking news.

At the beginning of a season the number of these likes or followers of a page will grow enormously.Football and the members of the Barclay’s Premier League see the biggest growth.

We’re coming to the end of the season now and the social media presence of these teams has grown hugely over the last few weeks. Currently the big 5 teams on social media are:

Twitter:

  1. Arsenal: 3.73million followers
  2. Chelsea: 3.68million followers
  3. Liverpool: 2.61million followers
  4. Manchester United: 2.31million followers
  5. Manchester City: 1.66million followers

Facebook:

  1. Manchester United: 46.3million likes
  2. Chelsea: 28million likes
  3. Arsenal: 23.4million likes
  4. Liverpool: 18.4million likes
  5. Manchester City: 11.6million likes 

David Moyes’ sacking from Manchester United has seen social interaction rise to huge levels recently. In fact, Manchester United’s Instagram post announcing Ryan Giggs’ appointment as manager achieved the club’s highest ever amount of likes: 

We bet you tweeted about it, didn’t you?


 

Increased Interaction

If the number of people following or liking pages increases then surely interaction should grow too?

A great way of testing this on Twitter is looking at the number of tweets per minute (tpm). During London 2012 the tpm hit a record-breaking 74,000 when Usain Bolt won the 100m final. And across the pond in the US the 2013 Super Bowl saw the record tpm reach 185,000 during play.

In a year the number of tweets jumped hugely, so what figure do you think the World Cup will produce this summer?

The World Cup 2014 and Social Media

At the last World Cup in South Africa, the tpm reached a relatively 3,051 tpm when Andres Iniesta scored the winner for Spain, but we expect those stats to be smashed out of the park in Brazil this summer.

80% of internet-savvy Brazilians usesocial media accounts, and when you combine these feverish South Americans with FIFA’s anticipated global audience of 1 billion people, it’s fair to say that this World Cup will be big on social media. 

(image:Trendsmap and Facebook)

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Apr 30
Lianne Jones



I’m sure that you’ve all heard talk of the Heartbleed Bug on the news by now, but what is it? And how will it impact your e-commerce store? Let’s take a look:

What is Heartbleed?

The Heartbleed Bug, being labelled as one of the biggest security threats the Internet has faced, isn’t actually a virus or a hack, it is a vulnerability or flaw with websites running OpenSSL encryption; and it’s thought that the issue has been around for the past two years. This error, which is written into OpenSSL, can potentially expose sensitive information such as passwords, email address, and card numbers.

Will it affect my site?

If your site is run using Shopify then you have nothing to worry about. Blogging about the attack, Craig Miller from Shopify said: “We want to stress that merchants and their customers using Shopify are safe from Heartbleed.”
Miller continues: “Because of the rapid response of our operations team … we haven’t detected any sensitive data being compromised.”

So, that’s great news for Shopify users, but what about everyone else?

Well, a vast amount of e-commerce sites have been affected; any website that has ‘https’ at the start of the URL, and has the security padlock, has potentially been affected by this flaw. Take a look at this list from Mashable to see which sites have been flagged so far.

To check whether yours has been affected, you can take the Heartbleed Test.

What can I do if I have been affected?

If your site has been affected by the Heartbleed vulnerability, it is important to take action. Follow these steps to help protect your site and your customers’ details:

• Contact your network admin or hosting provider to upgrade the OpenSSL implementation.
• Have them revoke and re-issue security certificates, and cycle your site’s SSL keys.

It is recommended to also protect yourself as a user by changing your passwords. However, if the site in question hasn’t yet updated their servers then your details could still be under threat. Watch out for the notification from the site – once the updates have been made, you can change your password.
It’s important to also keep a close eye on your online accounts (paying particular attention to banking services and email accounts) to identify any suspicious activity.

Has your e-commerce store been affected by the Heartbleed Bug? How much of an impact has this had on your business?

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Apr 10
Joe Hickman

When it comes to creating a website or blog, millions of people opt for WordPress. There are various reasons behind why this platform is a firm favourite, as most people choosing it for pure simplicity, ease of use and lots of customisation options.

However, many people don’t use WordPress to its full potential – here’s how you can make sure you’re not one of them:

Find a Great Theme

You’d be surprised at how many people set up their new WordPress site and then leave the TwentyTwelve or TwentyThirteen themes on their blog. There are so many different themes out there to choose from, some are free and others you have to pay for. Have a play around and find a theme that really makes your website stand out from the crowd.

Due to the huge increase in mobile traffic, you want to ensure that your theme is responsive and travels well across different browsers and platforms. If you get a big error message whenever you try to access the site using mobile Safari then something needs to change.

Use Quality Plugins

WordPress itself is a fantastic base to build upon, and one of the best ways of enhancing it is by using plugins. There are thousands upon thousands of WordPress plugins to help you with everything from faster loading pages to being able to integrate your social media networks better.

You can find and even build plugins to help with almost anything you can think of, making it a great platform for experimenting. With careful development your WordPress site can become anything you want – whether that’s a community based forum or a high quality ecommerce site.

Brilliant for Blogging

WordPress is a fantastic platform for blogging, in fact that’s what it was designed for. There are significant SEO benefits to having an onsite blog for your business’s website and WordPress makes this as easy as possible.

Instead of having to dig through various coding and FTP issues you can simply create a new page in WordPress and select ‘blog template.’ That’s all there is to it, making it as straightforward as possible for even the least tech-savvy individual.

SEO Ready

One of the biggest perks to WordPress is how easy it is to carry out SEO on it. You can utilise plugins (see above) such as Yoast to be able to add in Meta descriptions and titles to help your website rank for important search terms. It’s also easy to include Google+ authorship which is becoming increasingly important as Google continues to change their algorithms.

Even without plugins, WordPress allows you to customise the URLs, include header tags in your content and include Alt tags on all your images. This makes it incredibly simple to harness the potential of WordPress to bring more traffic to your website and then convert this traffic into sales.

If you’re looking for more ways to bring more traffic to your website then get in touch with Liberty today and find out exactly what we can do for you!

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Dec 18
Philip Woodward

With Google’s Panda and Penguin algorithms affecting around 15% of all searches, it’s more important than ever to ensure you’re doing things the right way when it comes to online marketing. So-called ‘black hat’ techniques like cloaking, building spammy links and keyword stuffing pages may have worked in the past, but nowadays they’re a quick-fix approach to sliding down the search engine rankings and alienating your audience.   


So how can you smell a black hat rat? What are the tell-tale signs of an agency damaging your brand with nefarious techniques?

1 – They’re giving you unrealistic guarantees

For us, the great thing about working in marketing is there’s no hard and fast answer. You can put the hours in analysing the market, employ some of the industry’s most brilliant brains and create a campaign that you think will really take a brand to the next level. But you have no definitive answer on how well it will perform – you just have to wait and see.

Sometimes it works. Occasionally it surpasses your expectations. Every now and then it doesn’t. So if you have an agency that’s promising the earth to you – whether that’s an incredible surge in customer traffic or ranking first for a very competitive keyword – in a short space of time, you should be suspicious.

Organic SEO is a process that works gradually over the long term. There’s only way to get big results, quick, and that’s through disreputable black hat techniques.

2 – They’re not doing the business for other clients

We know that every agency lives and thrives by word of mouth. Therefore, it’s important to get an idea of the work that your agency is doing for other businesses. Talk to those business contacts who recommended your agency: What are they doing online? Are they getting results over the long term? Have they ever noticed a sharp fall in site visits?

3 – You’ve got dodgy backlinks

Getting the right links to a site is an essential part of online marketing. So why not take a look at the links that your agency is building to your site? Majestic SEO runs a free, easy to use service that allows you to examine your site’s backlinks. Or ask your agency for a monthly list of the links they’re building to your site. Here are some things to look out for:
•    Have you recently witnesses a huge rise in links to your site?
•    Are there a variety of terms being used as anchor text?  
•    Is your brand a common anchor text term? 
•    Are you being linked to by adult websites and foreign pages?
If your link profile looks unnatural to you, then sooner or later Google will decide the same thing and you’ll start to slide further down the rankings.

4 – They’re telling you the wrong things

Nowadays a cohesive, all-encompassing content strategy is pretty much the only way to get great organic results over long periods of time. Therefore, if your agency isn’t talking about content and working with you to bring customers to your site through informative, entertaining blogs, videos and infographics then they’re probably working on some shadier techniques.

5 – Your traffic has dropped

Hopefully, if your agency happens to use dodgy link building techniques you’ll notice before it’s too late. But unfortunately the majority of black hat practices are only discovered when search engine rankings take a huge tumble. As a result, visitors dry up and revenue decreases sharply.

What can I do if my agency has been using black hat on my brand?


The good news is that you can start to build your way back up the rankings, but it will take time to convince Google you’re acting properly. And the sooner you act, the better.

You’ll need to start doing things the right way:
•    Using Google’s Disavow Tool to disassociate yourself from any spammy links
•    Writing online content that informs and benefits your customers
•    Making your website easy to use
•    Diversifying your anchor text, with an emphasis on brand searches
•    Sharing your knowledge with relevant websites through guest blogging
•    Growing your brand on social media

Need help recovering from a Google penalty?

Talk to us, we can help. With fully accountable programs and a commitment to keeping you informed every step of the way, we’re committed to building, and protecting, your brand online. Call Cardiff 029 2076 6467 or London 020 7549 2818 today or follow us on Facebook and Twitter.

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Dec 11
Joe Hickman

In recent years, Cardiff has seen a drastic influx of businesses, with major companies like British Airways Engineering, Admiral Group and Peacocks Clothing basing their headquarters within the city limits. There are many reasons Cardiff has flourished as a business hub, here are the most obvious ones:

Lower costs than London

London is notoriously one of the most expensive cities in the world to run a business from – the cost of space is sky high, employees require higher salaries, getting around is extremely costly and everything comes at London prices. Since the economic crash of 2007, more and more companies have been looking at ways that they can save money.

One of the most obvious ways to cut back on costs is to relocate, hence the flood of business to Cardiff. This young capital city offers very reasonable rates, with a much cheaper price of land and lower cost of living – making it very attractive to large companies.

Brilliant infrastructure

It pays to be well connected when you’re in business – this means being located in a city with excellent transport links. Cardiff has just that, with a direct train line to London Paddington that will take a little over 2 hours to complete, easy access to the M4 and an efficient nationwide bus service. All these contribute to making Cardiff a desirable place to establish your headquarters – combining lower overall costs with efficient transport links to help you stay connected.

Top businesses in Cardiff

Anytime things change some industries are always faster than others to adapt; the move to Wales is no exception. There are a handful of industries that have made the move and put their print on Cardiff; in order of prominence, they are:

1.    Insurance
2.    Software Development
3.    Solicitors
4.    Marketing Companies
5.    Retail
6.    Engineering
7.    Energy Companies
8.    Media Companies

There are a number of large companies including Confused.com, the AA insurance, BBC Wales, British Gas and Panasonic Manufacturing who have large regional bases in Cardiff. Many of these have been in the Welsh capital for several years, while others have recently moved in order to reduce the overall cost.

Great local marketing

Another benefit to being situated in Cardiff is that local marketing is much easier and cheaper than in London. This is due in part to having less competitors who don’t have the budget to be competing with larger companies – giving you a better chance of being seen by the public.

There is a strong presence of online marketing services in South Wales, so you won’t have to be going back and forth to London to ensure that your website is ranking well. This is hugely beneficial for companies who put a lot of stock into their online services, as they know that if their website starts slipping then a local SEO agency is only down the road.

All these benefits come together to make Cardiff one of the most popular places for new businesses and existing companies to set up headquarters. Reducing costs while keeping the business running as efficiently as possible is the best way to grow and expand.

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Nov 19
Lianne Jones

Twitter is a valuable tool for businesses from industries across the board; allowing them to connect and reach out to customers in real time.  Despite Twitter being one of the most popular social media platforms around, with roughly 218m active monthly users, many people still don’t understand how it works or how it can be used for their brand. In my experience, many people just overcomplicate what Twitter is; put simply, Twitter is a micro blogging tool that allows you to convey a message in 140 characters or less. Let’s look in a little more detail at its functionality and how it can benefit your brand:

Hashtags

When you think hashtag, chances are, you’ll immediately think of Twitter. Hashtags have actually expanded to many other social networks now, but they gained popularity first on Twitter; do you know what they are actually used for though?

Using a hashtag on Twitter is a way of encouraging engagement, both with your followers and a wider audience. Don’t hashtag too much though – that’s plain annoying – try to use no more than 2-3 hashtags in your Tweet!
Carefully select keywords that you want to promote; so, for example, if we wanted to talk about a Google update on our Liberty Twitter, we might say something like: “Reading more about the new #GoogleUpdate targeting spammy #marketing techniques – what are your thoughts?” This way, you are only hashtagging the key elements of your Tweet (those common themes that people may search for or click on) whilst blending them in with natural conversation.

Clicking on a hashtag, or typing the text from the hashtag into the search bar, will take you to a list of everyone who is using the same common theme as you; this can allow you to then engage with others who are interested in the same topic and vice versa. If your brand is big enough, and you have a healthy follower base, you can even start your very own hashtag and aim to get that trending.

Be on trend

On the left hand side of your screen, you will see a list of topics that are currently ‘trending’ on Twitter; the list you see will depend on your settings: yours may be configured so that they show trends relevant to your interests or they may show for your location, but you can amend this if you want to see global or UK trends instead. Keep a close eye on the trending topics as this will allow you to jump into hot conversation; you can tweet about the theme if it’s relevant to you which can then encourage more engagement with your brand, as well as fresh followers.

Real time. Real talk

Twitter is short and sweet; it allows you to reach out to your followers in real time when compared to other social networks, so you can immediately keep them in the loop with the latest news or information.

It’s a great tool for feeding back to people when you’re at an event or a conference, especially if the organiser has created a Tweet specifically for the event – make sure you utilise this for maximum engagement. You can literally Tweet about something that was said at an event as it happens.

Create lists

Twitter allows you to organise your followers into specific lists; so you can separate them by the type of contact they are i.e. clients, customers, colleagues, support, or you can organise them by interest. This makes it easier to see what a particular section of your followers is talking about rather than looking at your whole feed and trying to find specific people.

Brand mentions

If someone wants to talk directly to your brand, they will usually use the @ character to directly Tweet you; however, many people might mention you in passing to their followers, so it’s worth using the Twitter search function to check for brand mentions. This can allow you to converse with people that you aren’t already connected to, but who show an interest in your business. It can also allow you to pick up on any positive or negative comments that are not being directed straight at you. It’s a beneficial feature, so make it a ritual to do a quick search regularly.

How can I make it work for my business?

So, now you know what you can do with Twitter to reach out to your audience, how can you apply this to your business?

•    Promote your blog posts – this will widen your readership
•    Ask your followers questions – this is great for research and development
•    Join in with trending conversations to expand your follower base
•    Monitor Twitter for brand mentions
•    Tweet at least once per day – the more you Tweet, the more engagement you’ll reap
•    Be consistent with your brand voice – use this when you Tweet
•    Tweet like a human – don’t always be promotional and don’t be afraid to show personality
•    Use it for quick and easy customer service – followers will appreciate your speedy response
•    Host competitions – you can use these to expand your follower base further

How have you tackled Twitter for business? Do you have any top tips for your specific market place?

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Nov 15
Philip Woodward

In the world of business, there's no such thing as standing still – you're either looking forward or going backwards. And in the world of online marketing, where seismic shifts can occur in the industry over just a matter of months, the old adage rings very true.

Failing to adapt to an ever-changing industry like online marketing is asking for failure. For instance, if online marketing agencies were still incorporating the SEO tactics they utilised ten years ago, such as keyword-stuffing metas and content and buying hundreds of thousands of links from unsavoury websites, their clients would have sunk without trace in the search engine rankings of 2013.

But wait! My clients are happy; I'm making money – why does my agency need to adapt?

Your business may currently be profitable and your clients may be content with the work that you do for them, but if you neglect to consider where the industry may be going and what your business needs to do in the future, you're setting yourself up for a fall.

If you are impressing your clients and making good money then you've every right to be happy, but you've got yourself in this good position by adapting in the face of ever-changing SEO practices in the first place. Therefore, it's essential to keep moving.

OK, but which way is the industry heading?

Online marketing is a heavily analysed field, with a host of 'experts', each with their own point of view on what the next algorithms from Google and other search engines will dictate. The truth is that no-one really knows for sure and many simply adapt their practices once any changes have been launched.

However, specialists agree near-unanimously that the future is all about content, content content – that is, creating interesting and legible articles on and off your website that customers will want to read and share with their friends. Google appears to be heading towards a system that's as 'people-friendly' as possible, so you should be looking to create websites that clearly inform customers and enhance their life.

How can I stay up to date with changes?

Understanding the ins and outs of algorithms and conversions may take time, but the best way to stay on top of the industry is to read, read again and then read some more. The great thing about SEO and internet marketing is that there's a strong community of like-minded people online, all of who are keen to share their knowledge and help each other out.

Some of the best information  that you can garner occurs naturally as you communicate with other SEO experts on social media and through sharing your experiences online, but there are also a number of essential blogs that can inform your online strategies in a big way. These include:

  •  Moz
  •  SEO Book
  •  Search Engine Land
  •  CopyBlogger
  •  Search Engine Journal
  •  Econsultancy
  •  Matt Cutts

In no way is this an exhaustive list – you will probably find other, more relevant resources available to you – but staying informed is a surefire way of keeping up with online trends and ensuring your marketing agency flourishes in the long term. 

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