Tag Archive for: Digital Marketing

Google Launches New Integration with WooCommerce to Expand Ecommerce Offerings

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Google recently announced that they’re launching a new integration with WooCommerce that will allow their merchants to upload their product inventory across all of Google’s search and discovery surfaces. Last week, the extension went live for all 4.4 million of WooCommerce’s merchants.  

The Integration’s Features:

WooCommerce retailers can now sync their store with Google to list products for free, as well as run paid ads and track performance. When a store is synced with the Google Merchant Center, all information about the store and its products will be readily available to users when searching on a Google property. Information is also automatically updated when products are added or removed. 

Like regular search results, retailers can also pay for ads if they wish to be more visible in the listings. Retailers can also run free listing and paid campaigns simultaneously. 

The Benefits: 

The extension focuses on accomplishing three main objectives for retailers: 

  • Seamlessly connecting their store with Google Merchant Center 
  • Reaching online shoppers with free listings 
  • Boosting store traffic and sales with Smart Shopping Campaigns 

Final Thoughts 

As Google continues to work to get ahead of its search competitors, they have been making eCommerce a key focus. Given the integration’s reach and ubiquity, it’s likely to become a key destination for online shopping. This is why it’s essential for retailers to stay on top of these updates, ensuring they can maximize their exposure for those searching for their products. 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How to Improve Your Local Search Rankings on Google

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Do you feel like your business’s visibility on Google is lacking? If your business isn’t showing up for relevant searches in your area, it’s time to reevaluate your local SEO strategy, specifically your efforts on Google My Business. This is one of the simplest tools you can use to improve your local Google ranking and quickly. 

If you don’t already have a robust Google My Business strategy, here are some things you can do to up your game. 

1. Enter Complete Data

Businesses with complete and accurate information are easy to match up with the right search queries. This is why it’s crucial to consistently keep your information up to date, especially if you’re making changes to your business. You want users to be able to easily tell what you do, where you are and when they can visit. Be sure to always have your address, contact information, business category and attributes filled out on your profile and up to date. 

2. Verify Your Location 

Verifying your location will make it more likely you show up in Maps and Search on Google. The simplest way to verify your location is through a postcard. To do this, all you have to do is request Google to send you a postcard to your business address. Before you request, be sure you have the following steps completed: 

  1. You have a standard Google Account for your business. 
  2. You have a Business Profile. 
  3. You have a Google My Business account.
  4. You’ve claimed your Business Profile. 
  5. You’ve verified ownership of your business. 

They usually arrive within 2 weeks. Once you’ve received the postcard, you’ll notice a verification code. You’ll enter this into your Google My Business profile and your location will be verified. 

3. Keep Your Hours Accurate 

Accurate hours let customers know when you’re available and give them confidence you’ll be open if they take the time to travel to you. Accurate hours are also another factor Google uses in determining if your business is legitimate, ranking your relevancy for each query accordingly. Be sure to update your hours regularly, including when you open and close and if you have special hours for holidays or events. 

4. Manage and Respond to Reviews 

One of the most critical factors to online rankings are customer reviews. A large number of genuine reviews lets customers know you’re a real and reputable company. To grow your number of reviews, frequently ask for customer feedback through email, on social and in person. Be sure to link your Google My Business Profile so they know where to leave the review. Responding to reviews can be just as important as getting them. This shows you listen to your customers and value their feedback. Google also highly favors business with a large number of positive reviews when it comes to relevant searches. 

5. Add Photos

To showcase your goods and services, and to tell the story of your business, add photos to your Business Profile. Accurate and appealing pictures may also show shoppers that your business offers what they’re searching for. These images may also appear in Google search results if a user is searching for your products or about your industry. Thus, growing your brand awareness and increasing your overall reach. 

Final Thoughts

At Onimod Global, we’re a trusted Google Partner. Meaning we specialize in all Google Ad areas including: 

  • Search Advertising 
  • Mobile Advertising 
  • Video Advertising 
  • Display Advertising 
  • Shopping Advertising 

If you need assistance in any area of Google Ads, SEO or SEM in general, contact us today. 

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Content Creation Tips to Improve Your SEO

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When it comes to SEO, a common misconception is that to be successful, you must “trick” the algorithm. Actually, it’s about having a grasp on the key elements of the algorithm and aligning your content strategy with these SEO considerations in mind, while also optimizing for your readership. 

Check out these simple ways to create high performing content that can also help improve your search rankings. 

1. Start with keyword research. 

One piece of content should have 1 primary keyword target and 5-10 additional keyword targets. Think about what your audience might be looking for and what questions they ask online to help determine your primary keyword. Generally, the most successful keywords have high search volume and low difficulty. Keyword difficulty refers to how much competition a keyword or phrase has. The higher the value, the more difficult it will be to compete with others using that keyword as well. It can be difficult to identify the sweet spot of seed keywords (high search volume + low difficulty) but when you do, it can have a great impact on your overall success. 

2. Determine search intent. 

Search intent refers to the primary goal a user has when performing a search query. Oftentimes, users are searching for a specific answer or research. To identify keyword search intent, look for clues in SERP titles. For example, if someone is looking for: 

  • Informational answers, they might use: guide, tutorial, how, what, tips, steps, etc. 
  • Navigational answers, they might use: brand name, product, service, etc. 
  • Commercial answers, they might use: best, cheapest, top, review, etc. 
  • Transactional answers, they might use: buy, price, coupon, promo code, etc. 

Once you’ve determined the intent, you then have to identify the proper format to go along with it. Conduct research by checking the top 10 articles in the results page. What formats are other sites using, what are their CTAs and what are their titles and descriptions? 

3. Optimize meta titles, meta-descriptions and H1s. 

A well-optimized meta title: 

  • Corresponds to identified search intent 
  • Contains target keywords 
  • Consists up to 60 characters 
  • Persuades users to click to your website 
  • Includes a CTA 

A meta-description encourages users to click on the SERP links and should: 

  • Be unique 
  • Be 1-2 sentences 
  • Describe the page
  • Include target keywords 
  • Play to a specific emotion
  • Include a CTA 

H1s introduce your content to your audience, so you want to make it catchy. You can create the best performing H1s by:

  • Describing what is going to be discussed in the body of the text. 
  • Include conversational terms such as how, what, why, etc. 
  • Include numbered lists (Top 10, Best 5, etc.) 

4. Structure content to make it easily digestible. 

This is why it’s important that online content is structured to be easy to scan and read. Since you never know who might stumble upon your site, you don’t want them to immediately bounce because your content is confusing or includes too many technical terms to be easily understood. To break up your content, use multiple levels of headers and ensure it’s easy to tell which content belongs to which header. Additional best practices include: 

  • Only discussing one topic per paragraph.
  • Avoiding lengthy sentences.
  • Highlighting main ideas by bolding, italicizing or changing fonts.
  • Include bulleted or numbered lists. 

5. Include optimized visual content. 

Visuals like images, videos, infographics, checklists, templates, etc. break up your content and allow readers to digest content quicker. When including visuals, be sure to optimize their size, names and Alt tags. These practices will ensure quicker page load times, make your content unique, more descriptive and 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How to Improve Your Website Copy

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High quality website copy is one of the most effective ways to improve user experience, sell your company and drive more conversions online. If you can create copy that’s engaging and makes you stand out from competitors, you’ll likely see success. 

Here are 5 simple tips to help you improve your website copy. 

1. Utilize the Voice of the Customer

Voice of the Customer is a way to describe your customer’s experiences with and expectations for your products or services in their own language. When trying to persuade your customers, it’s extremely effective to utilize VOC. This focuses on consumers’ needs and wants and prioritizes them into a hierarchical structure of importance and satisfaction. 

You can find examples of your customers’ language in a variety of ways, but reading reviews or conducting surveys are two simple tactics. These provide the consumer with ample opportunity to express problems and experiences in their own words. You can then identify common pain points, wants and needs of your consumers, which will allow you to craft your copy to perfectly solve those issues. This ultimately helps to improve your website copy by showing visitors you understand them and their problems, as well as provide a proper solution. 

2. Conduct A/B Tests 

You will never truly know what elements perform best if you don’t test different variations. While it’s probably not necessary to test every element of your website copy, you might consider testing: 

  • Different FAQs 
  • Statement vs questions in headlines 
  • Short vs long form copy 
  • Point of view (first person vs third person)

To determine which copy performs best, you have to present users with an ask as well. This could be a download, sign up, subscribe, etc. If you don’t have a true call to action, it will be harder to determine which variant actually resonates better with potential customers. 

3. Write from the User’s Perspective 

Different from the voice of the customer, user intent refers to what a given person intends to do when they reach your site. Sometimes this may lead to a clearly defined action, such as making a purchase, but sometimes it may not. While underlying problems users are looking to solve are likely very different, the reasons people visit a website are usually similar. Users are either looking to: 

  • Learn about the your industry 
  • Find out about your services 
  • Compare products, services or prices 
  • To make an actual purchase 

When writing your copy, think from the users’ perspective and ask these 4 crucial questions: 

  1. Is it obvious to see what this company’s product or service is? 
  2. Are the benefits clear? 
  3. Is this knowledge necessary? 
  4. Does every sentence of this copy provide useful information about your products, services or give insight on what you do?

Putting yourself in the shoes of the average consumer and not an industry expert can be difficult. Which is why it can be helpful to also conduct qualitative market research and ask people who are unfamiliar with your business to use your website and provide feedback. The bottom line is that your website caters to what customers want and not what you want.

4. Be Clear and Concise 

When it comes to searching for things online, no one wants to have to work to figure out what you’re offering them or to find information on your product or service. Treat your website copy as if it were the packaging of your product and explain exactly how the product/service would solve a consumer’s problem. 

5. Include Data 

Statistics, quotes from industry experts and original data can be extremely effective in strengthening additional points you’ve made in your website copy. Using third-party data is one of the most effective ways to make your brand more trustworthy and dependable. 

Final Thoughts 

Creating successful website copy isn’t easy, but there are a variety of ways you can work to improve it. By making minor adjustments to how you view and approach the process can provide your target audience with an overall better experience, which ultimately benefits you. 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Four Ways to Improve Your Customer Journey

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Improving your customer journey can have a major impact on your bottom line. To improve your customer journey you have to identify the gaps in your service delivery to your customers, as well as focus your efforts on providing the desired experience at every stage of the sales funnel. 

Here are four ways you can work to improve your customer journey. 

1. Identify pain points. 

Analyze your touch points to determine if there are areas where customers have difficulties. These are the points that customers will remember the most, so you’ll want to remove these points if possible. While not all pain points can be completely removed, so focus in on other elements that can make the experience better for customers. 

2. Remove unnecessary steps. 

Similar to tip number one, you’ll also want to analyze all touch points to determine if you have any unnecessary steps required to perform an action. Try to minimize the effort (time, cost, steps, reasoning) your customers need to give in order to get to the core of your products or services. 

3. Answer questions in advance. 

Think about what types of questions customers might have or tips that would make purchases easier for them. You can add these to your website’s FAQ page or create other content around these topics, such as case studies, videos, blogs, etc. The key factor is that you answer questions in advance, so a question doesn’t turn into a complaint or prevent people from making a purchase. 

4. Personalize your content. 

Monitor customer interactions to understand the unique needs of each customer. This insight can help you to personalize messages to each of your customers so they feel that they have a real relationship with you and that their needs are being taken care of. 

Final Thoughts

As customers become savvier and more empowered, it makes the customer journey experience even more important. When you put a greater focus on customer experience strategy, your results can have a positive impact on customer loyalty, higher retention and increased revenue growth. 

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Simple Ways to Reduce Your Website’s Bounce Rate

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If your website is struggling to generate traffic and leads, it could be due to a high bounce rate. While reducing bounce rate doesn’t automatically mean you’ll increase conversions, it could help. The ultimate goal is to increase engagement, user satisfaction and making it easier for them to find what they’re searching for. 

With that, here are 5 simple ways to improve your website’s bounce rate. 

What is Bounce Rate?

A bounce is a single-page session on your site. Is a high bounce rate a bad thing? According to Google, it depends on what determines the success of your website. For example, if users come to your homepage first but you want them to get to your sales page, then you don’t want a high bounce rate. A high bounce rate can also indicate that your visitors may not be engaged or satisfied with your site. Ultimately, we work to reduce bounce rate because it can also mean you’re making users happier and delivering them what they’re searching for. 

1. Increasing Page Speed

The longer a user has to wait for the site to load, the more likely they’ll leave. So, making your website faster is one of the easiest ways to reduce your bounce rate. Also, speed is a Google ranking factor, so it can help improve your SEO as well. Some simple ways to improve website’s page load speed is through: 

  • Optimizing images and video: Make sure they’re all sized appropriately and compressed. 
  • Leverage a caching, page speed plugin. 
  • Upgrading your web hosting package. 

2. Strong CTAs

No matter what your conversion goal is, the best way to improve your CTA is by including ranking keywords in the CTA itself. To accomplish this, you can go to the Google Search Console, determine what your pages are actually ranking for, take the top keywords and include them into the CTA. For example, if your conversion goal is to get visitors to download a white paper, your CTA would say “Download my white paper.” This is a lot more powerful than using a generic vocabulary. 

3. Use an Inverted Pyramid Writing Style 

If a person lands on your website from a search engine, it’s likely they’re searching for an answer for something. We want to draw them into your content and hook them in as soon as possible. With the inverted pyramid style of writing, you include the most important information in the beginning, then go into more details and give the least important information last. This also helps to create more engaging content that’s clean and has a good flow. 

4. Add Visual Appeal  

Visual content, such as photos and videos, always has higher engagement rates. This is due to videos and images being easier to consume than standard text. If you have a longer piece of content, it’s best to try to turn that into video form. It’s more likely for users to watch a long video than read a long blog, for example. It’s also easier to draw people in with visual content. And hopefully, once you’ve drawn them in, you can get them to convert. 

5. Make Site Search Simple

Lastly, it’s important to make it easy for users to search your site. If you can provide an easy search experience for users, it’s less likely they’ll bounce back to Google to search elsewhere. The longer you can keep them on your site, the more engaged they are and the more opportunity you have to persuade them to convert. 

Contact Onimod Global

Struggling to make your landing page convert or just need some digital marketing advice? Contact us! We are experts in all things digital marketing including SEM, Web Dev, Automation, Analytics, and much more. Learn more about what we do here, or keep up to date with all things digital marketing on our news page.

 

Tips for Performing a Successful Brand Audit to Improve Your Marketing

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Conducting a brand audit can help you understand where you stand within your market and in the minds of your consumers. More specifically, you can: 

  • Identify your strengths, weaknesses, opportunities and threats
  • Discover positive and negative perceptions of your brand 
  • Align offerings with consumer expectations 
  • Determine where you stand among competitors 
  • Adjust your overall brand strategy 

Follow these necessary steps to perform a successful brand audit, check in on your brand’s health and ultimately improve your marketing strategy.

1. Create a Brand Audit Template 

It’s beneficial to set up an analysis template to guide your brand audit process. Prior to getting started, you should build a framework around how you will actually conduct it. If you’re doing this internally, you’ll want a guide to follow so that the collected data can be put into action. It’s easy to get caught up in the numbers, so you want to identify the data that actually means something to your business. 

You can define your framework with a checklist of what should be examined and the methods you’ll use to do it. It’s also helpful to organize the list by internal and external brand elements. 

2. Examine Your Website’s Analytics 

Just because a website is visually appealing doesn’t necessarily mean it’s high-performing. If your website isn’t converting, it’s crucial that you understand why. Analytics you should be looking at include: 

  • Traffic 
  • Page views 
  • Bounce rate 
  • Conversion rate 

There are plenty of tools that can provide website analytics but we recommend Google Analytics, as it provides rich performance data, both historic and in real-time. 

3. Analyze Your Sales Stats 

This is one of the best ways to get insight regarding both customer and industry trends. An in-depth sales analysis can show customer buying patterns, which you can then use to redirect your focus. Some things to look for are irregular dips in sales, change in buyer location and competitors offerings. 

4. Take a Look at Your Social Media Metrics 

Social media contains mass amounts of information on your consumers that you can’t get anywhere else. It’s important to analyze your demographic data to have an understanding of who your social media audience actually is. Because it’s common that our target customers may not be the ones interacting with us on social media. Analyzing social data will help you identify who engages with your channels the most, allowing you to reevaluate your communication strategy accordingly to get the most out of your efforts. 

5. Observe Competitors 

To get a full understanding of your own brand health, you also have to determine how your competitors are performing. Some things to check include: 

  • The type of content they’re writing
  • Any brand partnerships 
  • If they’re getting frequent recognition 

Most of this work will be manual, but there are tools that can help give a deeper look into specific elements of a brand. Some competitive analysis tools can provide SEO-driven data, help you monitor your niche, give info on organic traffic and keywords, as well tell you how you rank among competitors. 

6. Ask Your Customers 

If you want to get insight on what your customers think about your brand, just ask them. You can do this through surveys, polls or by just asking for feedback directly. It’s important to look into the minds of your consumers to find out what motivates them, what their pain points are and what influences their decisions to ensure your brand can best meet their needs. 

When it comes to customer loyalty and brand advocacy, you want to measure your NPS (Net Promoter Score). This is found by asking customers how likely they are to recommend your product or service to friends and family via an opinion score. The NPS opinion scoring system is on a scale of 0-10 with 0 being “very unlikely” and 10 being “extremely likely.” 

Final Thoughts

After you’ve completed your brand audit, it’s important to determine what data you want to use and how. Set some goals into places before acting on your findings. What do you want to see come out on these changes? Whether it be an increase in conversions, a more cohesive look or a new customer base, it’s essential to have a clear goal in mind. Lastly, create an action plan to carry everything out.

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here. 

How to Make Your Brand’s Videos Stand Out in 2021

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In 2021, video continues to be a powerful tool to connect and engage with customers. This has also caused a surge in video content being shared online. Meaning it’s more difficult to ensure your brand’s are not only reaching your audience but also getting them to engage as well.

With that, here are 4 tips for making your brand’s videos stand out in 2021.

1. Go Vertical for Story-Friendly Content

Vertical content is eye-catching, engaging and relevant. And with Stories on Instagram, Snapchat and Facebook, as well as Instagram Reels and Tik Tok growing in popularity, it has become the preferred dimension for video. If you haven’t begun optimizing your videos for these platforms, it’s time to start. Stories, Reels and Tik Tok will only continue to grow in value as marketing channels for brands. As they allow you to easily reach a greater audience as well as increase engagement with them.

2. Center Your Content for the Platform

While vertical video is now the preferred dimension, it’s still important you’re optimizing your content for each platform. So while vertical works best for Stories, YouTube still favors long-form, landscape videos. When we talk about optimizing content per platform, we mean in terms of sizing, type of content and audience. Always consider the demographics of the audience on each platform you’re sharing to. As users on Facebook engage much differently than those on YouTube or Instagram.

3. A/B Test

If you run video ads it’s essential to vary and compare versions to help determine what performs best among your audience. If you have long-form videos maybe try running a shortened version, switching up sizing, colors, text, etc. When A/B testing it’s important to remember to only change one factor at a time so you can be sure what’s driving changes and results.

4. Save the Best for First

Lastly, when it comes to creating marketing videos, you don’t want to take too long to get your main message across. You want to include the most enticing image, clip, discount or promo code upfront. This is to both keep the users’ engaged and in case they do click away, they still get the main point of the content and may come back to it later.

Final Thoughts

Consumer habits will continue to evolve as more brands move their offerings online and 2021 brings more changes in general. It’s essential for us marketers to consistently keep up with the trends and make adjustments to our strategies and tactics appropriately. And while digital marketing trends change rapidly, the popularity and value of video isn’t going anywhere.

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

B2B Marketing Trends to Keep in Mind in 2021

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The B2B marketing landscape has shifted significantly over the past year. The pandemic has caused certain tactics to accelerate and move to the forefront. To stay relevant and competitive, B2B marketers have to embrace these newest industry trends. 

With that being said, here are the top 5 B2B marketing trends to keep in mind as we make our way through the rest of 2021. 

1. The Acceleration of Digital 

While in-person events are starting to happen a little more frequently, virtual events are still here to stay. Virtual events, videos and digital marketing channels to connect more with their customers. B2B marketers must continue to embrace a digital-first focus to stay relevant and competitive among their audience. It is important to note that you don’t want your entire strategy to be fully digital, but it should play a large role for the time being. 

2. Content Marketing 

Going hand-in-hand with digital acceleration is the increasing importance of content marketing. Prospects and customers are consuming more digital content than ever, with video as the top type. In fact, Statista found that last year, 27.2% of users watched more than 10 hours of online video on a weekly basis. Webinars and podcasts also played a significant role in content consumption last year. With the average amount of time spent listening to podcasts rose to over 6 hours, according to Edison Research and Triton Digital. 

In general, any type of interactive content can help your brand stand out and allow your audience to immerse themselves in your brand. Consider creating infographics, quizzes, surveys and virtual or augmented reality. 

It’s important to not forget the importance of traditional content as well, such as blogs and emails. Written content remains one of the best ways to position yourself as a thought leader in your industry. This is also a great way to help increase your SEO and overall online presence. 

3. AI-Powered Marketing and Marketing Automation

AI, machine learning and marketing automation tools will continue to be extremely valuable for B2B marketers. These tools aid in targeting, segmentation, personalization, lead scoring, predictive analytics and content generation. According to Statista, the global AI software market will see about 54% growth year after year. It’s predicted that more and more organizations will come to utilize AI and automation to assist in their marketing efforts. 

4. Customer-Centric Marketing Builds and Customer Relationships 

Last year forced many marketers to shift their main goal from generating leads to providing customers with helpful information and solutions. Empathy had to become a big driver in outreach efforts and the customer experience approach. Customer retention, keeping customers engaged and building a deep relationship with them also took priority over gaining new prospects. This was accomplished through personalization and relevant content that helped show that marketers understood their customers, their pain points and the situations they’re experiencing. 

5. Account-Based Marketing

The last trend involves narrowing marketing and sales efforts from an entire industry to only a few key accounts. This allows for stronger personalization and event individualization in those marketing efforts, which ultimately help drive more conversions. Success in account-based marketing requires alignment, integration and committed effort to be there for their customers through difficult times and provide answers and solutions tailored for them. 

Final Thoughts

Agility when it comes to strategies and tactics is essential when it comes to success in any area of marketing. It’s important to frequently check and analyze results to see what can be improved, what’s working and what should be dropped. This is A/B testing is so critical in showing what content audiences best respond to, what channels are preferred and what info piques their interest. 

More from Onimod Global 

Looking for an agency to completely transform your B2B strategy and skyrocket your lead generation? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.