Business Marketing Solutions Group https://www.businessmarketingsolutionsgroup.com Social Media & Internet Marketing Fri, 22 May 2020 14:22:31 +0000 en-US hourly 1 https://wordpress.org/?v=5.4.1 https://www.businessmarketingsolutionsgroup.com/wp-content/uploads/2019/05/cropped-Logo-01-150x150.png Business Marketing Solutions Group https://www.businessmarketingsolutionsgroup.com 32 32 Marketing 101: Promotion of a Small Business on Facebook https://www.businessmarketingsolutionsgroup.com/blog/marketing-101-promotion-of-a-small-business-on-facebook/ https://www.businessmarketingsolutionsgroup.com/blog/marketing-101-promotion-of-a-small-business-on-facebook/#respond Wed, 27 May 2020 14:21:00 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2758 With approximately 2.5 billion active users, Facebook is an entire world in itself. Any business irrespective of its sector and size can’t ignore it anymore when it comes to promotion. For the longest time, Facebook was considered a promotional avenue only for conglomerates and big brands that have a footprint across countries and continents. However, […]

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With approximately 2.5 billion active users, Facebook is an entire world in itself. Any business irrespective of its sector and size can’t ignore it anymore when it comes to promotion. For the longest time, Facebook was considered a promotional avenue only for conglomerates and big brands that have a footprint across countries and continents. However, this perception has changed in the last couple of years with the changing features and algorithms of the social media giant.

Now, when it comes to promotions, Facebook is effective for both small and local businesses and large organizations. If you are running a small enterprise and still don’t have forayed into Facebook marketing

and promotion, then read on. We are going to discuss how you can start the process with a shoestring or even with no budget at all.

A Starter Guide for Small Business to Use Facebook Marketing

Let’s look at some of the basic yet effective measures that any small enterprise has to take for promoting its business on Facebook.

Make a Dedicated Business Page

Even if you run a business that is known more by your name than its title and brand, you still need to create a Facebook page for it. Promoting your business via your personal profile can get you some promotion. However, it won’t help you in making the most of Facebook marketing’s potential.

When you create a dedicated page of your business, you can add more information about your business and brand. From adding the business address, contact details to text, video, and audio content, you have many ways to increase your online visibility through your Facebook page.

Gone are the days when businesses would publish whitepapers and buy airtime to introduce their new products and services. All of this can be carried out on a Facebook page, given you have curated it in the right manner. What’s the right manner to create and curate a Facebook business page? Let’s try to understand it in the below section.

Make Your Page a Happening Place

Creating a page is just the starting point of your Facebook promotion and marketing journey. You have to make it a happening place. By a happening place, we mean a page with a lot of impressions, clicks, and user engagement. Social media experts agree that you need to make at least a single post every day to keep your page relevant to your existing and potential customers. Also, these posts should not entail generic stuff and templates. Here are some measures that you can take to keep your Facebook page thriving with activity.

  • Frequently post about the untouched aspects of your business. Behind-the-scene videos, manufacturing processes, etc. are some pointers from where you can extract the content for the curiosity of users. Such posts don’t generate sales, but they prove to be effective in creating a strong impression of your company and somewhere helps in generating business on later stages.
  • Conduct surveys, ask questions, post interesting riddles (not the ones everyone has seen and solved a hundred times before). In short, add content that draws out a response from users consciously or unconsciously. Even high engagement on a single post goes a long way for the promotion of the business.
  • Facebook pages are also used as complaints and query portals. Many customers leave their complaints and queries in the comment sections of Facebook posts or directly tag the business page. By entertaining those queries and complaints, you can generate a lot of engagement on your pages.

You can also use many other tactics to make sure people keep coming on your page and interact there. It is important to understand that you can’t create engagement by “selling all the time.” Keep in mind that customers already know that you are a company that deals with some products and services. So, you don’t have to be salesy in every post.

Promotion of Page

User engagement and promotion of page are dependent on each other. So, while you are working at one, you have to work on the other as well. Ultimately, you want to ensure that your effort to create quality content can be appreciated by as many people as possible. In the beginning, you can promote your page by sending invites to your existing customers.

Adding the link of your Facebook page to your emails, text messages, flyers, and business cards is another way to give a head-start to your business page. Creating a QR code of your Facebook and using it in the promotional materials mentioned above can prove to be more effective. This will make it easy for people to access your page via their cell phones and without typing out the entire URL.

Generate Word of Mouth

Facebook is a virtual community and works pretty similar to traditional social groups. So, if you succeed in wooing one individual on the platform, they might generate multiple leads. The engagement and interaction of users on your page are visible to their entire friend lists. This indirect promotion also helps in creating a strong social media presence of your small, local brand.

Functional Benefits of Promoting Business on Facebook

Before we wrap up the article, it is imperative to put down the three functional benefits of Facebook promotion and marketing.

  • It comes free: If you don’t have any marketing budget, you can still use Facebook for the promotion of your business.
  • It is handy: You don’t need a team of experts and a set of workstations to carry it out. Promoting a small business on Facebook is so handy that you can do it from your smartphone.
  • Access to analytics: Facebook also offers free analytics of your page through Facebook Insights. You can find out how well a certain post on your page performed by knowing how many people it reached and how many of them interacted with it. This insight will help you in adjusting and modifying your marketing strategy.

If you want to have a more streamlined debut on Facebook, you can opt for professional third-party experts. Case in point: Business Marketing Solutions Group. This MSP entity can help you with all the digital marketing requirements of your business.

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A Short Guide on Harnessing Positive Customer Reviews https://www.businessmarketingsolutionsgroup.com/blog/a-short-guide-on-harnessing-positive-customer-reviews/ https://www.businessmarketingsolutionsgroup.com/blog/a-short-guide-on-harnessing-positive-customer-reviews/#respond Fri, 22 May 2020 14:27:00 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2755 In the last decade or so, online customer reviews have emerged as a crucial element for any company. They have the power to decide the fate of an enterprise’s growth. On the one hand, they are the dealmakers and breakers for new customers. Various studies and surveys have confirmed that people proceed to buy a […]

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In the last decade or so, online customer reviews have emerged as a crucial element for any company. They have the power to decide the fate of an enterprise’s growth. On the one hand, they are the dealmakers and breakers for new customers. Various studies and surveys have confirmed that people proceed to buy a product or service by reading a couple of customer reviews.

On the other hand, a reasonable aggregate of online reviews, particularly the positive ones factor a lot in how Google ranks your page. As per Moz’s finding, the online reviews of a business account for 8% of

how Google and other search engine algorithms evaluate it for the ranking. However, gathering customer reviews is no mean task.

As a new business that is still trying to understand the intricacies of digital marketing and online visibility, you should know some basics of harnessing positive customer reviews. By executing these tactics in the right manner, you can have more customers leaving positive reviews about your general business or particular product or service.

Six Ways to Harness Positive Reviews

You can try these tips to gather positive reviews for your enterprise.

1. Only Ask the Satisfied Customers

The first rule to collect positive reviews is to ask only happy and satisfied customers. You can’t ask every customer to leave a good or positive review, especially if they have faced some issues while doing business with you. A customer who has experienced a seamless journey with you throughout the sales funnel won’t have any reason not to leave a good review.

So, identify the fully satisfied consumer base and ask it just for reviews, not the positive and good ones, because they will ultimately say good things in their reviews. Let’s say you ask 100 satisfied customers for their reviews, and even if only half of them leave one, you will end up with 50 positive reviews. This will not just add to the aggregate but will also help in reducing the negative impact of highly critical and outright bad reviews.

2. Make It as Easy as Possible

Keep in mind that no matter how happy a customer is with your services and products, they will not go out of their way to leave a review. This means that if writing a review for your business requires quite a work, customers will just get around despite loving your services. Many times, customers who come to write a good review without any prompting leave before finishing because it turns into a frustrating and time-consuming process.

In short, if you want more people to leave good reviews about your business, you have to make sure they can do it the most hassle-free manner. The ease of leaving a review involves fewer clicks and lesser scrolling with no redirections.

5-second Rule: When a customer figures out where to give the review and start writing it within five seconds, a review process can be considered easy.

3. Don’t Delay

You want a customer to write a review about your company when they are still under the liking of doing business with you. A person will able to right a more wholehearted review about a product that reaches them in time and meet or exceed their expectations in the first two days after the purchase. Once a couple of days gone, many of them won’t even bother to open your mail, let alone write a good review.

However, you also need to make sure that you are not asking them for a review prematurely. For instance, if the review request or window pops right up when they are checking out is more likely to annoy them than earning you a positive review.

4. Add a Dash of Incentive

First thing first, you can’t buy reviews and then bank on them to earn your more customers and improve your search ranking. Aggregator websites, as well as Google, strictly advise against buying customer reviews and don’t consider them in their evaluations. However, you can give incentives to your existing customers for leaving a review.

For instance, you can add points to their loyalty program when they leave a good customer review. In this case, you only persuade those customers to leave a review who are already satisfied with your services.

5. Always Send a Follow-up

Remember that leaving a review on your enterprise is not the most pressing thing in customers’ schedules. There are many cases where customers are going to give a good review of a business but suddenly forget in the bustle of daily life. Therefore, it is always a good idea to send out a reminder to customers in the form of a follow-up email or message. There are strong chances that you will be able to get many positive reviews from forgetful clients.

6. Get Your Team on it

Make sure that gathering positive customer reviews is an integral part of your work culture. Your employees should know the importance of good reviews. Your sales and support team must play a proactive role to make sure the maximum numbers of customers leave a review. You can introduce bonuses and incentives for staff that succeed in collecting a particular number of positive reviews.

Importance of Reviews in Numbers

Before we wrap up this piece, we would like to share some important statistical findings that highlight the importance of online reviews from a business standpoint.

  • Around 70% of customers rely upon positive reviews before making the final decision about a product or service.
  • One-fifth of customers trust online reviews as much as they rely upon in-person recommendations.
  • More than 85% of customers avoid buying from an entity that has a lot of negative reviews.
  • More than 90% of customers read online reviews before visiting a business in person.

If you want to harness good customer reviews on your website, Google Business Page, and across various social media platforms, get in touch with Business Marketing Solutions Group. The company also offers expert review management along with other digital marketing and management services.

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Having Multiple Quality Directory Listings Increases Your Local SEO Ranking! https://www.businessmarketingsolutionsgroup.com/blog/having-multiple-quality-directory-listings-to-increase-your-local-seo-ranking/ https://www.businessmarketingsolutionsgroup.com/blog/having-multiple-quality-directory-listings-to-increase-your-local-seo-ranking/#respond Tue, 19 May 2020 20:25:26 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2747 Have you ever wondered how local directory listings can help improve your search engine performance? For starters, your local business listings and citations play a huge role in site reputation, ranking, and revenue. Google and other similar search engines use multiple cues to determine your search engine ranking. Technical On-Page Factors Search engines scan your […]

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Have you ever wondered how local directory listings can help improve your search engine performance? For starters, your local business listings and citations play a huge role in site reputation, ranking, and revenue. Google and other similar search engines use multiple cues to determine your search engine ranking.

Technical On-Page Factors

Search engines scan your digital pages and they look for things such as:

  • Sitemaps
  • URL structure
  • Metadata
  • Tagging

These types of things boost your search optimization. Making sure that your page has those technical on-page factors are crucial for search engines to find and promote your business page higher on the results page, which in turn increases the likelihood of someone clicking on your page.

Keyword Usage and Content

Knowing the correct keywords and things people are likely to type into the search bar when they are searching for a product or service is extremely important for SEO. It is advisable to spend some time brainstorming what words are not only relevant to your business, but are also things other people will be associating with it as well. Having consistent content that is engaging and relevant will be challenging at first but will become easier over time. Having content that people are interested in or intrigued by will exponentially increase the number of people who will engage and eventually make a purchase.

Mobile Optimization

Is your website optimized for mobile devices? If it isn’t, I strongly recommend you making it optimized in this age of smartphones and technology “on the go.” People aren’t solely relying on desktop computers for their online shopping and researching anymore. About 53% of online web traffic now comes from mobile devices. People, on average, only have about an attention span of 8 seconds, so if your page doesn’t work correctly or is slow and not well optimized, you are definitely going to lose their interest and ultimately miss out on making a meaningful connection.

Having All Of Your Business Information Verified and Updated Online

All of these things account for your site’s trustworthiness on all search engine platforms. Having all of your information online and consistently updated will help to increase the likelihood of your business appearing much higher on Google, even if they didn’t search your business by name. You also want to be sure to pay attention to the consistency of your business details such as “Claiming your business” and verifying it’s legitimacy online. Keeping your address up to date if you move, open an additional location, change your business name, and keeping general contact information current and up-to-date are all extremely imperative.

Determine the Best Platform for you to be Listed On

The best way to start determining the best platforms for you to be listed on is to start by figuring out who your “target audience” is. Once you figure out what kind of people you are wanting to reach think about where that demographic is likely spending the majority of their time online. My recommendation for important platforms are:

  • Google My Business
  • Facebook
  • LinkedIn
  • Instagram
  • Yahoo
  • Bing

Once you have set up your accounts, I recommend getting started with a third party free directory listing scanning tool. The sites that my company use are Yext and Manta to increase digital performance and improve operational efficiency. They manage all of your platforms and keep the information up to date and congruent.

Building up your local SEO takes time and ongoing effort to truly optimize your online presence. The effort is well worth the results of the continual growth of your brand visibility and recognition within your target audience! Contact us today for help increasing your SEO.

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Importance of Online Reputation Management for Your Business and How to Do It https://www.businessmarketingsolutionsgroup.com/blog/importance-of-online-reputation-for-your-business-and-how-to-manage-it/ https://www.businessmarketingsolutionsgroup.com/blog/importance-of-online-reputation-for-your-business-and-how-to-manage-it/#respond Thu, 14 May 2020 18:25:10 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2729 Online reputation management has become a key element for the image and identity of a business in the last couple of years. Today, the brand of any enterprise hugely depends on the degree and quality of its online reputation management. It won’t be wrong to say that online reputation management, or the lack of it, […]

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Online reputation management has become a key element for the image and identity of a business in the last couple of years. Today, the brand of any enterprise hugely depends on the degree and quality of its online reputation management. It won’t be wrong to say that online reputation management, or the lack of it, can play a decisive role in determining the future of any enterprise.

If your business is new to this concept, read on. In this piece, we are going to discuss the importance of online reputation management and how businesses can actively manage it to gain all its benefits.

Importance of Online Reputation Management

A recent survey in the travel industry shows that more than 90% of business owners think online reputation management is extremely important in their sector. People from other corporate sectors also have more or less the same opinion.

It Attracts Customer

Numerous surveys are out there that highlight the importance of reviews and online reputation. Almost all those people who buy online don’t finalize their purchases unless they skim through the customer reviews on the given service or product. One study suggests that almost 90% of online consumers go through 5 to 10 reviews before trusting a product/service/manufacturer.

Online reputation management is responsible for maintaining a well-curated body of customer reviews. This collection of reviews persuades other customers to give your product/services a try.

It Improves Search Engine Ranking

Gone are the days when search engines would only rely on their keyword crawlers to rank a website and business. Today, they use a mix and match of factors to improve or degrade the search engine ranking of any webpage, which also includes assessing the customer reviews and the given business’s response on it. When the good practice of online reputation management is in place, a business can eventually experience a bump in its SERPs as well.

It Helps in Creating a Professional Image

When we go on the website, Google Business Page, or a social media profile of a business, we consciously and unconsciously assess its professionalism by seeing how it is managing its reputation. For instance, a comment section with scathing reviews and unanswered queries don’t make for a professional image.

How to Manage Online Reputation?

It is important to mention here that online reputation is not just about the curation of customer reviews. Good online reputation management has many facets that collectively work in favor of the company’s repute and status.

Active Presence on Social Media

For having a reputation of any sort, you need to be seen first. Today, social media platforms are places where all types of businesses can reach out to most of their potential customers. So, the first step of online reputation management is that a business or enterprise should be present at every social media platform— be it Facebook, Instagram, Twitter, or YouTube.

However, making pages and profiles on these platforms is not enough. You have to actively engage with visitors, potential and existing customers there. You need to update them about any new business developments, offers, and promotions. You have to address their legitimate queries and concerns. Also, avoid deleting negative reviews. Instead, try to engage customers via other channels and address their genuine concerns. Nonetheless, you can get rid of the comments and reviews that are intentionally kept “bad” just for the sake of it.

When you are omnipresent on social media with fronts that show your professional interaction with the audience, you come out as a transparent and legitimate business to new visitors. Developing this perception among the audience helps in generating new leads and retaining old customers.

Align Your Brand and Products with Your Online Outreach

As mentioned earlier, managing an online reputation is not just about deleting negative comments and reviews. Your reputation also depends on the way you reach out to your potential customers and whether your products and brand reflect it. Many people determine the reputation of a company by matching up its messaging and content with the nature of products and services it delivers.

For instance, crass jokes and edgy one-liners can help an energy drink brand to establish its repute among potential customers. However, if a palliative care provider will use the same strategy to promote itself, it may have to roll back its business altogether. This is just a simple example of how messaging and product/brand are strongly interconnected.

The professional online reputation management service providers get into the nuance of it to make sure a business is presented on the web with the messaging and content that strikes the right chord in terms of what it is actually offering to customers.

Manage Individual Accounts of Executives

In some companies, the identity and posturing of its key executives have a huge effect on their business. Also, the contemporary culture of celebrity entrepreneurs has changed the game. Back in the day, people didn’t know the names of the CEOs of popular brands. But now they know who is running Google, Apple, and Facebook. This new trend has made it important for every company to boast its C-suite executives.

Good online reputation management also keeps a check on what goes out of the personal accounts of a company’s key executives. CEOs, CFOs, and other decision-makers who have a brash online behavior and make insensitive, politically incorrect comments don’t do any favor to their companies. Online reputation management ensures that executives use their accounts while taking care of these things.

Listen, Don’t Argue, and Apologize

If you stick to these three things while engaging with customers, you can ace the management of your online reputation. Upon seeing a negative review and complaining comment, don’t give a knee-jerk response to it. Instead, listen to what customers are trying to say. If they are raising a legitimate concern, reach out to them with an apology and ask them how you can help them.

If a customer is only interested in escalating the issue without looking for a solution, drop out of the interaction. There is no point in arguing with a customer who is not willing to listen and cooperate for the resolution of the given problem. These arguments will only leave a bad mark on the respective social media page. If you are convinced of the importance of online reputation management, get in touch with Business Marketing Solutions Group. Its experts can help your enterprise in devising its online reputation management program that will help in harnessing a positive brand image and identity.

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Does Email Marketing Matter in 2020? https://www.businessmarketingsolutionsgroup.com/blog/does-email-marketing-matter-in-2020/ https://www.businessmarketingsolutionsgroup.com/blog/does-email-marketing-matter-in-2020/#respond Mon, 11 May 2020 14:11:34 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2716 With the exponential growth of social media on the digital horizon, many businesses and individuals have stopped using email as a marketing tool. Some people even go on to suggest that email marketing is not a viable promotional tool anymore. However, that is not the case at all. Email marketing is as relevant for the […]

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With the exponential growth of social media on the digital horizon, many businesses and individuals have stopped using email as a marketing tool. Some people even go on to suggest that email marketing is not a viable promotional tool anymore. However, that is not the case at all.

Email marketing is as relevant for the promotion of an enterprise, especially in the B2B domain, as it was, say, 5 years ago. Not taking anything away from social media marketing, but you can’t consider it as a replacement for email marketing. Both are important in their own right and required for their unique advantages.

5 Reasons Why Email Marketing Matters in 2020

Like any other promotional tool, email marketing also needs adjustments and upgrades time and again to keep itself relevant and its effectiveness intact. For instance, there was a time when you would spam your recipients and still managed to get the desired result. You can’t get away with such shoddy practices today.

So, if you have competent people on board to run your email marketing campaigns, you can continue to benefit from it. Here are some reasons why we think email marketing matters for the digital promotion of a business.

1. Statistical Evidence

Let’s start with the statistical evidence that shows that email marketing is here to stay as an online promotional tool. McKinsey & Company is a reputable American management consulting firm. It has been publishing research reports on various management and marketing aspects for more than 50 years. Its research and survey report on email marketing offers some significant takeaways.

  • Email marketing still delivers the highest ROI among all different digital marketing channels, including social media. It has been estimated that an enterprise can get up to $44 ROI on every single dollar spent with email marketing.
  • The majority of B2B marketers believe that lead generated through email has better quality than the ones nurtured on social media platforms. In light of this survey and available data, McKinsey has estimated that email marketing is 40 times more effective in making new customers in comparison to Twitter, Facebook.
  • More than two-thirds of surveyed marketers believe that email marketing is still the best strategy to improve overall marketing ROI.
  • Around 92% of adults that are online use email and the majority of them use it for professional engagements, making it an ideal vehicle for B2B propositions.

These hard facts about email marketing clearly show that you can’t ignore it in your digital marketing spectrum this year or the next.

2. Email Provides Unmatched Targeted Marketing

Targeted marketing and market segmentation are the buzzwords of today’s promotional world. Email marketing is an uncontested winner of these promotional requirements. With traditional means of promotion (print and electronic ads), you can only control your target audience based on geography and demography to some extent.

Social media enable you to narrow down your target. However, it also comes with limitations. For instance, you still can’t fully personalize your marketing message if you are running a big campaign.

On the other hand, email lets you target the exact audience you consider your potential market. You can select the location, age group, profession, income bands, and many other parameters that you want to

target. Similarly, you can improvise it in line with the status of a certain lead in the sales funnel. You don’t get such liberty of segmentation and customization with any other digital marketing tool.

3. Email Allows You to Harness Your Brand

Building your brand and giving it recognition among your target audience is no mean feat. However, this task gets more difficult when you are dealing in the B2B sector. If an enterprise is not a multinational conglomerate or has its boardroom filled with investors, there is no way it can effectively harness its brand among other businesses.

A well-thought-out email marketing campaign spanning months or even a year can help an organization get other businesses to recognize its brand. This is not possible on any other medium and at the outlay that email marketing entails.

4. The Success or Failure of Email Marketing Is Measurable

A marketing method that can be evaluated more scientifically is considered more suitable for business promotion. When you can measure the success or failure of a marketing campaign in numbers, you get in a better position about the dos and don’ts for the next promotional outing.

Email marketing is measurable in many ways. From open rate to bounce rate and then click-through rate— you can dissect the entire journey of your email promotion in numbers.

5. Email Marketing Is Inexpensive

Last but not least, email marketing is the most inexpensive option among all the available digital marketing channels. Besides McKinsey, the Direct Marketing Association has also estimated that ROI with email marketing can reach and cross 4,000% if done right. Such a whopping ROI makes email marketing the most cost-effective promotional measure among digital and conventional marketing channels.

Email Marketing in 2020

As mentioned earlier, you need to adapt to changing times with your email marketing strategies and its details. While personalization and endearing/resonating subject lines are a must for a modern promotional email, you also need to take care of some other aspects as well. For instance:

  • Make your email draft sharable: If you are sharing useful information that a recipient may like to share with its contacts, you have to add share buttons in your mail draft. This will allow your recipients to share it across various platforms, increasing the penetration of your promotional message.
  • Optimize your email: A significant number of recipients now open emails on their cell phones. So, make sure your email has been optimized for mobile devices and don’t frustrate recipients with zooming and fill-in (where required) glitches.

If you are convinced about the effectiveness of email marketing as a digital promotional tool, get in touch with Business Marketing Solutions Group. Their experts can help your business formulate an email marketing campaign that meets your desired goals.

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6 Black Hat SEO Techniques to Watch Out for https://www.businessmarketingsolutionsgroup.com/blog/6-black-hat-seo-techniques-to-watch-out-for/ https://www.businessmarketingsolutionsgroup.com/blog/6-black-hat-seo-techniques-to-watch-out-for/#respond Tue, 05 May 2020 18:30:51 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2710 Businesses, particularly the newer ones, are often desperate to acquire exceptional online visibility overnight. Such ventures often get trapped by those alleged “digital marketers” who exploit their desperation for ranking and guide them in the wrong direction with their black hat SEO techniques. In many cases, black hat SEO tactics are used as those sneaky […]

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Businesses, particularly the newer ones, are often desperate to acquire exceptional online visibility overnight. Such ventures often get trapped by those alleged “digital marketers” who exploit their desperation for ranking and guide them in the wrong direction with their black hat SEO techniques.

In many cases, black hat SEO tactics are used as those sneaky shortcuts that promise to improve a website’s rank overnight. As mentioned in the previous blogs, search engine optimization is a gradual process that can take weeks and months. Therefore, all those claims of quick rank boost are already bogus.

Also, the ranking achieved through black hat SEO practices remains a fleeting success that often turns over its head. In many cases, a website sporting black hat SEO tactics gets blacklisted by search engines or thrown even below its previous rank.

What Is Black Hat SEO?

Before we discuss the particular techniques, it is important to have an overview of what black hat SEO actually is. It is a set of SEO practices that go against the guidelines rolled out by search engines and the fair play conventions set in the digital marketing industry. Engaging in black hat SEO entails a no-lose outcome. Firstly, it doesn’t guarantee a rank bump. Secondly, you risk getting penalized and blacklisted by search engines. Lastly, you fail to add any value to your page for visitors.

Six Black Hat SEO Techniques

Let’s look at the six common black hat SEO techniques. Make sure your site’s SEO operators are not using them inadvertently or on purpose.

1) Cloaking

Cloaking, as the term suggests, is an act of hiding. It is one of the popular black hat SEO techniques where a site owner/operator makes two versions of a site: one for visitors and one for search engine bots. Both these versions are different from each other. The primary reason behind carrying out cloaking is to give search crawlers a signal that the website contains useful information of high value.

Usually, websites with low-quality or illegal content use this technique to lure search bots into registering them as sites with high domain authority. Cloaking violates the basic rule of search engine guidelines. It doesn’t just try to deceive search engine bots but also provide low-quality content to users.

This is the reason why permanent de-indexing is often ruled as the punishment for cloaking. In the last couple of years, Google algorithms have become smart enough to detect cloaking before a website can make unlawful gains from this black hat SEO technique.

2) Paid Links

Backlinking is considered one of the essentials of SEO practices. Backlinks are like respect, i.e., you can’t buy them; you can only earn them. However, earning backlinks is a painstaking and time-consuming process. You have to continuously curate valuable content over a long period and promote it, and then you eventually start earning unpaid and organic backlinks.

Since high domain authority websites don’t do paid backlinking, users have to resort to low-quality websites that are just running the business of backlinking without providing any value to its visitors. By

“earning” such backlinks, you don’t do any favor to your site. Google discourages the practices of having paid backlinking.

Even if you are taking the paid link routes, make sure the backlinks are coming from authentic, content-driven websites, and also there is some contextual connection between the anchored text and the link. Google evaluates a couple of these factors and then decides the legitimacy of a backlink.

3) Gateway Pages

Gateway pages are those pages of a website that are stuffed with short and long-tail keywords to trick search bots into believing that these pages are content-rich and of high value. But in actuality, it is just a doorway to other pages. The keywords used on this page redirect the user to other sites. The majority of search engines consider it deception and thus penalizes pages that use one domain as the doorway for other domains. Also, users ending up on those websites bounce off real quick after seeing the mess that they display.

4) Duplicate Content

There are two ways in which content can be duplicated: you copy and paste content from other pages to your site, or you reproduce your existing content on different pages. The first scenario is an outright case of plagiarism and can get your website de-indexed. However, the second scenario doesn’t entail such serious consequences because many times, it is not done with any malicious intent. Nonetheless, you should avoid all sorts of content duplication if you want to get your site in good books of search engines.

5) Spam Comments

You may have noticed comment sections on certain websites that are crammed with nonsensical comments containing links irrelevant to the section in which they are posted. It is another black hat technique that is used manually or via bots to create link juice for a site. Keep in mind these spammy comments featuring links don’t provide any benefit to a page with its ranking. Also, the site that contains such spam comments should be careful because it doesn’t reflect well on its web management skills.

6) Keyword Stuffing

Last but not least, keyword stuffing is a black hat technique that doesn’t work anymore, even if a group of people suggesting you otherwise. You can’t just improve your site rank by inserting relevant keywords left, right, and center on your site. A 300-word body of copy can’t contain more than three long-tail keywords, or else the content will appear stuffed. There was a time when keyword stuff would pay off and got site higher on SERPS. However, search engine crawler bots are now sharp enough to tell apart a well-written piece of informative content and gibberish containing a certain phrase(s) multiple times.

Using black hat techniques won’t give you any success either with conning crawling bots or engaging and converting users. Instead, invest your time and resources on legitimate SEO practices to improve your site’s rank and users’ experience on it. Business Marketing Solutions Group can help you with that with its years of legitimate and effective SEO practices.

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The Importance of On-Page SEO for Digital Marketing in 2020 https://www.businessmarketingsolutionsgroup.com/blog/on-page-seo-importance-of-on-page-seo/ https://www.businessmarketingsolutionsgroup.com/blog/on-page-seo-importance-of-on-page-seo/#respond Mon, 04 May 2020 14:12:10 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2706 SEO primarily branches out into on-page and off-page components, and today we are going to talk about the former. We will discuss the importance and indispensability of on-page SEO for digital marketing in the present era when search engine crawling bots have gotten smarter, and the good old tactics of keyword stuffing don’t work anymore. […]

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SEO primarily branches out into on-page and off-page components, and today we are going to talk about the former. We will discuss the importance and indispensability of on-page SEO for digital marketing in the present era when search engine crawling bots have gotten smarter, and the good old tactics of keyword stuffing don’t work anymore.

On-Page SEO Is Still Relevant

We have to start this post with this heading because, in the last 2-3 years, many digital marketers have started questioning the role of on-page SEO in making or breaking the rank of a website. Some people have even gone to the extent to say that on-page SEO is not as relevant to site rankings as it was used to be.

First of all, we categorically want to say that on-page SEO is as relevant to site ranking and thus digital marketing this year as it was in 2019, 2018, and in all the preceding years. Secondly, Google itself weighs in favor of conventional on-page SEO. In its report about how search works, it says that basic keyword matching is still used to find relevance between searched queries and websites.

Lastly, on-page SEO is not just about keyword-enriched content. From title to alt tags and internal links to content silos and UX/UIs, on-page SEO is a set of optimization measures that are carried out ON the webpages to improve their ranks on SERPs.

Importance of On-Page SEO for Digital Marketing

The above section established that the relevancy of on-page SEO is intact. Now let’s see how it plays an integral role in improving the visibility of a site on the digital domain. Also, we will compare it with the other component of SEO to highlights how on-page SEO fares better than the off-page.

Inexpensive yet Effective

Like any mode of promotion, digital marketing also entails funneling of a considerable amount of money. Besides paying for PPC, many people also spend heavily to improve their off-page SEO. In contrast, on-page SEO allows you to do promote yourself online without incurring any cost.

Yes, if you are optimizing title tags, meta details, and content with the right amount and type of keywords and the site sporting a user-friendly interface, you will eventually start ranking on the first page of the relevant search query. So, if you are handling your on-page SEO by yourself, you will virtually need no money to improve your search results.

Also, on-page SEO efforts earn you a top/first-page spot organically. For users, it is a sign of authenticity regarding a website. It has been studied that many people consciously avoid the sponsored links and click on results that appear organically on the SERP.

On-Page SEO Has a Permanent Value

Promotions and marketing measures often come with an “expiry date.” You have to buy certain airtime for your video content to run on various platforms. Similarly, you buy print ads for a certain day and date. The same is the case with billboards etc.

Even off-page SEO is not long-lasting because the domains creating link juice for your site often get de-indexed by search engines. Amid all this time-sensitive promotional means and efforts, on-page SEO adds permanent value to your site and makes your promotional work long-term.

A one-time effort on optimizing meta details, titles, content, and the site interface goes a long way. Except for curating the new content in line with existing practices, you don’t have to update your on-page SEO setup all the time.

On-Page SEO Puts You in the Driving Seat

Another factor that highlights the importance of on-page SEO is that it puts you in the driving seat when it comes to site optimization and fulfilling marketing goals. You are not dependent on platforms and affiliates about your website’s optimization and the consequent search results.

This control allows you to act promptly whenever you think the on-page optimizations need some tweaks and adjustments. Also, when you are working on your own, you save yourself from the unnecessary back and forth with partners that only wastes time.

On-Page SEO Improves Click-Through Rate

Now, let’s discuss some of the specific pointers on the role of on-page SEO in digital marketing. Click-through rate, for instance, is considered a vital metric to measure the success of a marketing campaign— the higher the CTR, the better the results. The optimization of meta titles and meta descriptions is a part of on-page SEO efforts. If you are doing it right, you will be able to get more users to click on your site when they see it in search results.

On-Page SEO Translates into Better Conversion Rates

Among the improvements and upgrades that Google algorithms have gone through in the last couple of years, one entails higher ranking for websites with lower bounce rates and better average session duration. Both these factors also point to better conversion rates and are strongly connected with a website’s interface— another component of on-page SEO. When your website boasts a responsive interface featuring soft colors, good typography, streamlined menus, it assures that a user keeps scanning the page.

This eventually has a positive effect on both the bounce rate and average session duration. So, this on-page SEO component works in two ways for your website. First, it makes sure users stay on the page and eventually convert. Subsequently, these high conversion rates improve the site’s rank, which means more traffic, more clicks. In short, better UX can set off a “virtuous cycle” for your website’s visibility and promotion.

On-Page SEO Allows You to Add More Sources of Organic Traffic

A comprehensive, on-page SEO effort also involves the optimization of images and videos. This can add more organic traffic to your website via Google image and video searches.

If you have just launched your website and are not sure about its on-page SEO quality, hire the expertise of Business Marketing Solutions Group. The SEO experts at the company will make sure your budding site can rank among the top results in the relevant searches.

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A Short Guide on Local SEO for Construction Businesses https://www.businessmarketingsolutionsgroup.com/blog/short-guide-on-local-seo-for-construction-businesses/ https://www.businessmarketingsolutionsgroup.com/blog/short-guide-on-local-seo-for-construction-businesses/#respond Thu, 30 Apr 2020 19:15:57 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2695 If you are running a construction company and seriously looking to boost its online presence, you would have come across the term SEO. However, this is not enough. SEO is an umbrella term that addresses many aspects of online visibility and digital marketing. Local SEO is the offshoot of the search engine optimization practice that […]

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If you are running a construction company and seriously looking to boost its online presence, you would have come across the term SEO. However, this is not enough. SEO is an umbrella term that addresses many aspects of online visibility and digital marketing. Local SEO is the offshoot of the search engine optimization practice that matters to construction businesses.

For a construction business, a more rewarding digital marketing investment would be working on its Local SEO. So, what is Local SEO, and how it affects and impacts the marketing efforts centered on promoting a construction business? We will answer these questions in this short yet full of information guide on Local SEO for construction businesses.

What Is Local SEO?

Let’s search for the keyword “top construction companies” on your computer or mobile. Google will show you the results that include top construction companies of “your area.” Google will give you these localized search results in line with your IP address or GPS location. Local SEO is the set of efforts that goes into curating all those construction companies’ websites you see on your screen upon this search query.

Importance of Local SEO for a Construction Business

As a construction business operator, you would be interested in knowing why you have to spend on Local SEO, especially when you have already invested in PPC and optimized your website. There are various reasons why you have to treat local SEO is a standalone marketing work for your venture.

Nature of Your Business

As a construction company, you work in a particular geographical radius. Like an online store or any digital service provider, you can’t deliver your construction services to pan-America. In short, you have to target a locality or set of localities to reach out to your potential customers, and local SEO will help you with it.

Clients’ Accessibility to Useful Information

A potential client of a construction company is more interested in knowing about its office address, operating hours, and phone number than any other information. Local SEO makes sure all such information becomes readily available to users in relevant search queries.

Better Lead Conversion

Local searches have a better lead conversion record than general searches with the same keywords. It has been estimated that nearly half of the people who run a local search on their phone visit the searched business the same day. Statistical reports also suggest that 18% of local searches on the phone convert into a purchase within a single day. This is an excellent conversion rate if we compare it with other lead conversion rates.

Construction Business, Local SEO and Google

It has been established that local searches and SEO can help a construction company growing its clientele and business. Now, it is also important to understand how Google uses its crawlers and algorithms to acknowledge your local SEO efforts and assess your position among the “top construction companies” of your area. Experts believe that following troika drives Google’s algorithms when it comes to setting the results of local searches.

  • Credibility and Prominence

The credibility of a construction company is an essential factor for Google to determine if they deserve a spot in top results. Google uses several pointers to assess the credibility of a construction company. Local SEO can play a major role in forming this credibility. We will discuss it in the next section.

  • Distance

Google decides whether your company’s name should appear in a local search query by assessing your geographic coordinates and the other companies based and listed in the same region.

  • Relevance

The relevance of your business to the keyword is also used to determine your position. For instance, a website optimized for “home construction” will appear first on pertaining keyword searches in comparison to a website optimized for other related keywords (e.g., construction services, affordable construction services, etc.)

Elements Affecting Local SEO of a Construction Business

Several elements affect local SEO of a construction business and, subsequently, its Google ranking for relevant local searches.

Uniform NAP

NAP stands for Name, Address, and Phone Number. If you want Google crawling bots to take your construction business seriously, you need to make sure the same NAP appears across your web footprint (website, social media, directory listings, etc.)

Strong Local Link Building

The major part of Google’s assessment of a construction business’s credibility revolves around its local link building. When other credible local addresses point towards a business, in a way, they vouch for its credibility and legitimacy. A business that succeeds in creating healthy local link juice for its website aces Google’s local searches.

Reviews and Ratings

If you have worked with SEO experts, they have already set up your Google My Business (GMB) page. This page also affects your local SEO and search results. When you receive a positive organic review for your construction services on your GMB profile, it doesn’t just improve your search engine ranking but also helps in swaying the potential clients visiting your page.

Responsive Website

Google now also consider the responsiveness of a business’s website while ranking it in its searches. A mobile responsive website will rank above a traditional site designed for desktop display.

Local Keyword Density

The density of local keywords in the content of your website also matters for its local search engine optimization. However, avoid going overboard with the use of keywords. Crawler bots have become smart enough to detect keyword stuffing that is done for increasing the density. Also, keyword density alone won’t do much if you are not taking care of the other four elements of local SEO.

If you want to see your construction company appear in the top local searches, get in touch with Business Marketing Solutions Group. It will provide you the SEO experts that will work on every aspect of the local engine optimization to make sure your construction business’s website organically ranks among top relevant local searches.

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How to Build a Brand out of Your Construction Company? https://www.businessmarketingsolutionsgroup.com/blog/how-to-build-a-brand-out-of-your-construction-company/ https://www.businessmarketingsolutionsgroup.com/blog/how-to-build-a-brand-out-of-your-construction-company/#respond Fri, 24 Apr 2020 21:00:03 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2689 Construction companies are often represented through bland marketing and forgettable ad campaigns. This is the reason why the majority of construction businesses still work through referrals instead of acquiring direct clients. However, having a bad marketing plan is not something that construction companies have to follow as a convention. If you want to reach out […]

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Construction companies are often represented through bland marketing and forgettable ad campaigns. This is the reason why the majority of construction businesses still work through referrals instead of acquiring direct clients. However, having a bad marketing plan is not something that construction companies have to follow as a convention.

If you want to reach out to more clients, need to reimagine your company’s image, and want to reinvigorate the spirit of your employees, you need to build a brand out of your construction firm.

Branding is certainly difficult for ventures that don’t deal with everyday products/services or have a B2B working model, especially when we compare it to companies that sell carbonated drinks or snacks.

However, if a construction company executes the needed steps the right way and gets seasoned marketing experts on board, it can successfully pull off the branding stunt.

Here, we will discuss some measures that can help a construction company to turn into a brand.

Settle on the Image You Want to Make

Branding is all about the image and perception of your company in the client’s mind. So, you have to first decide on what attributes and values you want to be known for among your existing and prospective clients. A construction company can consider these couple of things to define its essence as a brand.

Reliability: Reliability is at the core of any construction project. So, it should also be at the core of your branding message. You need to convey it to the potential clients that you are a reliable and trustworthy business venture. Professional marketers can help you design campaigns that will be centered on the sole message of reliability and trustworthiness.

Professionalism: Ideally, every construction company must be highly professional with its operations. However, many clients may beg to differ. No matter how professional you already are, you need to convey it to your target market. How extensive your employee benefits packages are and how diligent you are with deadlines and the compliance of local and federal building and construction codes, you need to put it across in your promotional campaigns.

Supreme Quality: Uncompromised quality construction is not about doing a bare minimum just to make sure a project gets approved by the authority. You have to tell your potential clients that you are a firm believer in quality. From equipment to material and human resources, you only rely on the best of the best.

Good Value: While posturing as a premium construction brand, you also need to assure the target market that you are not going to break their banks. However, it is also important that you don’t appear as a low-priced/cheap option. In short, you have to tell your potential clients that you are offering more value instead of saying that your rates are cheap.

These four elements should be part of all your marketing campaigns. Keep in mind that branding is a dynamic and ongoing process, so it may take many campaigns to get people to relate your business with these values.

Logo and Catchphrase

Defining the elements and essence of your brand is undoubtedly the most integral part of your brand-building efforts. However, this alone is not enough. You need to represent this brand essence with something that has a better recall value so that people can easily and involuntarily remember it.

In short, a single image/symbol/logo or a phrase should be able to recap your company as a brand. There are many examples of such successful use of logos and catchphrases for branding. For instance,

when you see an “M” written in yellow against a red background in a specific font, you instantly recall one of the biggest fast-food chains in the world.

Similarly, a phrase as simple as “Just do it” encapsulates the philosophy of a billion-dollar apparel brand.

Even in the construction sector, we have many such examples of winning brand logos. Case in point: Caterpillar Inc.’s CAT symbol is iconic. So, a unique logo that is also easy to remember is really important if you want to turn your construction business into a brand.

Once you finalize a logo, make sure it intelligently appears in all your promotional content. This way, it will settle in the memory of your potential clientele. And in the long run, it will eventually be associated with your brand essence and core values.

Public Relations

PR is one of the oldest tools to establish a business as a brand. Different businesses have to approach PR exercise in different manners. For construction companies, the PR campaigns should be more personal. While brochures and white papers will come in handy, you must hold seminars and buffets for your potential clients. This will not just help you to establish your goodwill in the market. Such one-on-one interactions also help you in humanizing your company.

In other words, these meetings help potential clients become familiar with the team running the company. By humanizing your company and brand this way, you can also reinforce your essence of reliability and trustworthiness.

Maximize Your Visibility

A brand, regardless of the niche it falls in, can’t reach its full potential if it is not visible enough. Visibility means you should be omnipresent in the sphere your client moves. Your logo should be on your company vehicles, the sites you are currently working on, and billboards in the neighborhood. The distribution of pamphlets once in a while also increases visibility.

With digital marketing at your disposal, maximizing your company’s visibility has become easy and cost-effective. By spending a nominal amount, you can end up on the timelines of almost all of your target market.

By working on these four major areas, you will eventually succeed in turning your construction business into a brand. However, you will need the expertise of experienced marketers to execute this ambitious promotional activity. Business Marketing Solutions Group can help you in reaching out to maximum people with your brand messages. From designing your logo to promote your PR activities and manage your social media, it can assist you in every step of your branding efforts.

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How to Leverage the Power of LinkedIn Ads to Reach Target Audience? https://www.businessmarketingsolutionsgroup.com/blog/how-to-leverage-the-power-of-linkedin-ads-to-reach-target-audience/ https://www.businessmarketingsolutionsgroup.com/blog/how-to-leverage-the-power-of-linkedin-ads-to-reach-target-audience/#respond Thu, 23 Apr 2020 20:16:00 +0000 https://www.businessmarketingsolutionsgroup.com/?p=2647 If your target audience is the professionals then what better platform to advertise your business than LinkedIn. Unlike other social media platforms, LinkedIn allows marketers to target people based on what they do professionally instead of what they do in their personal lives. This is the platform where professionals network and connect. So, if you’re […]

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If your target audience is the professionals then what better platform to advertise your business than LinkedIn. Unlike other social media platforms, LinkedIn allows marketers to target people based on what they do professionally instead of what they do in their personal lives. This is the platform where professionals network and connect.

So, if you’re ready to market and leverage the power of LinkedIn advertising, then this post is a good read as our experts share with you some tips and tricks that can help you set up your ads and improve your campaign over time.

Use LinkedIn Audience Attributes to Build Customer’s Persona

First things first, you need to make sure that you are reaching and advertising to the right audience with the right message and at the right place. So, to unlock the power of LinkedIn advertising, you need to build or create a buyer persona. This can be created by listing your ideal customer’s key traits and demographic information. You can also narrow down your customer persona by using other options too such as company name, education, job experience, interests, and traits.

By using this list of targeting options, you will be able to describe the ideal customer on LinkedIn, which is the first step to your ad success.

Choose Your Ad Type Wisely

The next step is to choose the type of advertisement that you want to run on LinkedIn. LinkedIn provides marketers with a range of effective advertising options that gives you the ability to target messages to niche audiences. It supports a range of text, display, carousel, video and other advertising formats. Besides this, it also allows you to integrate lead generation forms too into the campaign for best results.

The three formats of LinkedIn ads are:

o Sponsored Content

This type of ad appears in the LinkedIn feeds directly of your target audience. It relates to the content that you sponsor. It is a good way of social advertising especially if you want to promote your content marketing efforts to the right target people. For example companies like Hubspot and Spredfast have used Sponsored ads on LinkedIn to earn nearly 400 and 500 percent leads with their target audience, respectively.

One of the best ways to make the most of sponsored ads campaign on LinkedIn is to have a conversion goal in place. You need to ensure that you run sponsored ads that help you collect leads as soon as they engage with your content.

o Text Ads

Text ads are different from sponsored ads. They appear around the web pages that people view while they are on LinkedIn. Text ads allow you to test multiple variations of your ads. Thus, you can rely on split testing to help you come up with a result-driven advertisement.

o Message Ads

Likewise, a message ad is another type of LinkedIn ad also known as sponsored InMail that delivers personalized content through LinkedIn Messenger. Marketers purchase them on a cost per send basis. This means that you only pay for the message that gets delivered on mobile and desktop.

So, choose an ad type wisely based on your campaign requirements and target results so that you can move in the right direction.

Optimize Campaign

To get the best results, it is crucial to optimize your ad campaign over the long-term. Try A/B testing to get the best results. For example, use A/B testing with two similar campaigns with slight variations in targeting criteria to see which combo is more effective and delivers better results.

A great tip here is to change only a few criteria at a time to isolate the part of your test impacted performance. For example, try testing job titles vs. skills, or industry versus job function and etc. Put simply, try to refine it over time. This will help you learn how to target and reach your audience the right way and with a greater impact.

In addition to this, it is advisable that you should also focus on split testing the conversion process and not only the ads. Such as, try to change around your landing pages or experiment with contacting people who sign up with you to see if they can be converted into customers on call as opposed to using an auto responder for converting them. Other than that, you can also use webinars to educate customers about what you do and how to help them.

Also, if you run text ads, then make sure to run new ads every month so that you don’t become a victim to banner blindness. Banner blindness is when your audience becomes less responsive to your ads as they are the same, and they become used to seeing them. So, keep changing your ads to keep audience hooked and interested.

When optimizing campaigns on Linked stay abreast with the analytics so that you know what content is delivering and what content is not achieving high levels of engagement as you would like otherwise. Buzzsumo is a great tool to view the content that is doing well for you niche.

Conclusion

LinkedIn is undoubtedly a lucrative platform for advertisers if used and tapped the right way. It can get your business the exposure and returns that you desire. However, how you leverage the power of LinkedIn ads to reach and convert your audience makes all the difference.

If you are struggling with limited resources or need experienced teams to create, run, and manage your social media ads, then get in touch with us. We are experts in this domain. We can help you use social media channels to your business advantage and get your targeted results. Give us a chance to impress you.

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