instagram-video-marketing

Instagram Reels: A Game Changer for Your Digital Marketing Strategy | Video Marketing Agency

Have you heard about Instagram’s new feature Reels? If you haven’t then you probably landed in the right place. Instagram Reels is a fill-in for TikTok which makes it possible for you to create 15-second multi-clip videos with audio, texts, filters and stickers of your choice.

Whether you’re a video marketing agency or social media influencer, the uncertain future of TikTok may come down hard on you. However, Instagram took the opportunity right turning it to your advantage by launching Reels. 

We at 360 makes it our priority to curate a guideline to make Instagram Reels clear as water for you. We are an organic marketing agency serving clients across Canada and the US, spirited to make your online marketing journey a soft landing.

Now, let’s take a deeper look at how you can integrate the amazing features of Reels in your marketing strategy.

 

Start with a strong video marketing strategy for your brand:

Social media marketing isn’t a one day job, but a proper strategy needs to be curated for long-term success. To get the best out of your social media strategy follow the SMART formula.

  • Specific: Focus on your specific goal from your social media activities
  • Measurable: Measure your success. ( Facebook/Instagram insights)
  • Achievable: Pick numbers that you can achieve (Followers/audience engagement)
  • Relevant: Make sure your content is relevant to your target audience
  • Timely: Be consistent as the world of social media is competitive and consistency is the key.

 

Make your Reels educational:

Know that the Instagram algorithm for ranking shows up top Reels as it does for the regular posts. So, make sure to make your Reel interesting and educational, keeping it within your niche. 

  • Get creative, informational and add that fun element in your videos. 
  • Keep a track of trending topics that might attract more attention.
  • Be bold, don’t be afraid to be real and showcase your authentic self.

 

Utilize influencers in your Reel marketing:

Collaborating with Instagram influencers can be a great bargaining chip for your business to reach a higher number of audience engagement. Start with-

  • Finding social influencers of your business niche 
  • Collaborate with them and let them promote your brand by creating Reels 

This would be a great way for your business to earn online reputation and bring in more followers

 

Get hold of your analytics:

Any kind of Instagram Reel you publish don’t forget analytics. Every marketing move needs some metrics to measure your success on social media. To evaluate your published content on Instagram Reels-

  • Take advantage of social media analytics tools.
  • Use in-built analytics tools like Instagram insights.
  • Create Instagram polls to find out what kind of content your audience likes the most.

Learn your strength and weaknesses using analytics and optimize your social media strategy accordingly.

Wrapping up the Reels talk here. Hope this helps you to incorporate Instagram Reels into your brand-new marketing strategy and prep for the 2021 digital marketing tactics. 

Nevertheless, we are always here to take your online marketing burden on our shoulders. 

Feel free to reach 360 anytime!

digital-marketing-holiday-edition

Dos and Dont’s: How to Create a Successful Holiday Marketing Campaign!

The long-awaited holiday season is almost upon us! For shoppers, this means that you’re on the lookout for the best promotions in-store and online to purchase gifts for loved ones in celebration of the holidays. 

For marketers, it is a crucial time of the year for businesses to bring out their holiday marketing strategies to ensure a strong and successful holiday sales season. This time of the year brings fierce competition among businesses to have strong holiday sales and an abundance of opportunities to attract new customers to your business. 

That’s why marketers need to come up with an effective holiday marketing campaign to maximize the growth potential for their brand and build connections with customers. Here are a few dos and don’ts you should consider to have a successful holiday marketing campaign.

360 Business Local is an online marketing company based in Markham, dedicated to helping you ace your holiday campaigns this year! We provide up-to-the-minute news and cover the most viral trends so that your business can get the traction it deserves.

Without further ado, let’s delve right in!

DO Put Customers First

It’s a great opportunity to capture new customers this holiday season, however, it’s crucial to take your loyal and already established customers into consideration when planning your holiday marketing campaign. Making sales should not be the only priority for your business. 

Your campaign should focus on customer appreciation; consider spreading holiday cheer to let your loyal customers know they are valued. You can do this by finding ways to include your customers and their families into your campaigns such as offering small complimentary gifts, holding giveaways and raffles. 

Small businesses have the option to send handwritten cards to customers and their families to wish them well for the holidays and new year. Larger businesses can offer valuable discounts or small gifts as a token of appreciation for their customer’s support. This is all done to help distinguish your business from competitors by establishing personal connections with loyal and new customers. Create connections with your customers so that they will return in the off-season. 

DON’T Change Your Branding

There’s obvious excitement in the air with the holidays coming soon. For some they show this through putting up decorations and displays, however, it’s wise for businesses to stay on brand. There will be an increase in customer traffic and interest during the two busiest months in the year, thus changing your branding will confuse new customers. It muddles the identity of the brand and does little for your business. Instead incorporate your logo, colours, and brand into your holiday marketing campaign whilst also providing light-hearted content relevant to the holidays. 

DO Cater To Emotions

A successful marketing strategy to use for this holiday season is to evoke nostalgic feelings out of the intended target market. The holidays are centred around spending time with loved ones, sharing laughter and joyful moments. Nostalgic emotions evoked from an advertisement inspires customers to purchase the product and/or service in pursuit of the same emotional experience they felt in the advertisement. 

DON’T Go Overboard With Advertising

It’s the busiest time of the year for advertising. Social media messaging to brands rise more than 30% during the winter holiday season. While it is necessary during the winter holidays to increase the advertising budget for a greater opportunity to attract new customers to your business, there must be a balance. 

Understandably, with the increase in customers who are looking to find the best products and/or services for their loved ones, it’s very inviting for businesses to go all-in for the holiday season in advertising. However, the last thing your business wants to do is make it unpleasant for customers. 

Especially if they are bombarded with promotions left and right. The customer’s poor experience ultimately devalues your offerings and brand. Potentially annoying customers can lead to mass unfollows or unsubscribing. Tarnishing the already established relationships with customers due to excessive advertisements.

There are alternative methods to reach your business goals for the season that don’t drive away your customers. Email campaigns are great for guaranteeing your consumers are being updated with the latest promotions they are being offered. Regardless of how hectic it gets during the holidays, consumers are checking their email inboxes regularly. 

Timing is a crucial factor to take into account in email campaigns. When they are sent before, during, and right before the promotion ends it can land huge additional sales for your business. It makes all the difference to your business and the customers. 

Ready to Ace Your Holiday Marketing Campaigns?

Over time businesses have to see for themselves which strategies work and which don’t work when reaching business goals for that season.

The holiday months are the most hectic for consumers and businesses but not without better opportunities for businesses to get through to consumers.

It’s important to exhibit the best qualities of your business by demonstrating your appreciation for customers, professionalism, customer satisfaction and the value of your brand; it’s the best way to bring your business a joyful and successful holiday season!

Need help with constructing a strong online holiday marketing campaign for your business? At 360, we’d love to help! Contact us today to get started! 

Tik-Tok-Social-Media-App

TikTok: How A 15 Second Video App Can Expand Your Business Impressions By Millions!

Who are influencers now in our generation? How can an app help businesses get their product out to millions of people- at a fraction of the price for an advertisement on Instagram, or Twitter? 

 

TikTok, an app created in 2017 has recently blown up in the media industry, with over 500 million monthly users, and is now available in 150 different countries. Although the target demographic of this app is for teens, this brings out great opportunities for new upcoming marketers or businesses to promote their services and products. Tiktok is a 15-second performance entertainment platform that allows anyone to create creative content for other individuals to see, ranging from humorous videos to lifestyle-based tutorials. So, how did Tiktok get so popular, and how can startup companies benefit from this teenage based platform?

 

How did this app become so successful?

Many teens have mentioned that they downloaded the app ironically wondering what the buzz is about or after noticing some “cringey” tiktok videos online, when soon after they find themselves creating their own videos for the world to see. This app is now single-handedly a competitive market against big companies such as Netflix, Instagram, Twitch, and many more. There must be a reason for the app to be valued at $75 billion and to receive over one billion downloads in 3 years, but what is it? 

 

TikTok has been told their videos are becoming the new Vine, a loved but discontinued app used to post creative and funny content. The concept of both apps are quite similar, both creating short, continuously looping videos, but Tiktok has one thing that Vine failed to do; profit their company by billions, from simply placing ads, and accommodating in-app purchases. 

 

How can businesses benefit from this app?

Businesses have personally reached out to popular “Tik tokers” to promote their goods and services, benefiting the business into receiving hundreds of thousands of views for an inexpensive price. A popular creator 

 

Businesses could also advertise on Tiktok, paying $20,000 – $50,000 for over 5 million business impressions per day. This is useful for companies that want their target demographic to be young adults, considering how 41% of Tiktok is downloaded by users aged 16-24. 

 

Recently on August 1, 2019, Chipotle, a fast-food restaurant, created a #GuacDanceChallenge. This challenge featured sponsored YouTubers such as Loren Gray and Brent Rivera to create dance moves to a song dedicating it to their interest in avocados. In just 6 days, the hashtag challenge received over 250,000 video submissions on TikTok. Chipotle celebrated on July 31st for “National Guacamole Day”, and sold over 800,000 side condiments in one day. The sales in Chipotle has greatly improved, and we truly believe it was from TikToks powerful influence on the teen market.

 

Chipotle isn’t the only one who received such massive success rates for their company, other businesses such as Guess, with the hashtag #InMyDenim, Coca Cola, with the hashtag #ShareACoke, and GrubHub, a brand takeover ad for food delivery have all been extremely successful in gaining the proper audience attention.

tik-tok-business-benefits-infographic

 

What is so different about this social media platform aside from others?

Tiktok has also grasped the attention of millions of individuals, involving the use of many silent tactics that helps make the app simple, yet addicting to use.

 

Tiktok does not require you to activate an account once downloaded and immediately allows you to scroll down their video feed of popular creators. This gives the users a chance to “sample” what Tiktok is about, and the content it provides. The easy accessibility of not having to register an account to join the app can undoubtedly be a factor of people continuing to keep it on their devices. 

 

Another factor for many people use this app could be that you do not need to know people on the app to use it, unlike Snapchat, Twitter, or any other social media platforms. This allows people to freely watch/make videos without the need to be connected with people you know!

 

Tiktok is also used to freely express your creativity, without feeling judged about what content you post online. Because many users on the app are around the same demographic, they typically post popular trends or funny content, and the videos are usually considered funny, rather than critiqued or laughed at.

 

Interested in learning how to expand your marketing services towards the most downloaded app of 2019? Contact us now at (416) 619-7935 to get started!

SEO-Practices-2019

SEO in 2019: 3 Areas Your Business Should Definitely Focus On!

Yes, you need SEO if you plan to kickstart your own business or if you already have one! Why this emphatic yes? There are over 2 billion people online, constantly researching, gathering information and making decisions online. Not only this, according to Statista, in 2018, 52.2% of the web traffic was generated through mobile search. Such powerful numbers can make a difference in your businesses’ profitability. You wouldn’t want to miss an opportunity that can help you get your brands voice out there and earn potential leads. Or, would you?

Nonetheless, 2019 is going to be yet another exciting year for search, especially for the local businesses. To help you outline your SEO strategy in 2019, here’s a list of key areas that will be core to your business:

 

Voice Search

As Gartner predicts the growth of AI and conversational platforms, we are in the middle of a paradigm shift to the way consumers interact with businesses today.

“Okay Google, tell me the best Chinese restaurants near me”.

We have all started looking out for answers this way.

 

Digital voice assistants have given you the power to ask without even typing what you need. If you are making use of this technology, your potential customer is also there in the list. Every year these searches are raising the bar for businesses to rank. Which is why 2019, you should give it serious thought. While desktop and mobile search are here to stay, voice search is going to be the talk of the industry. Optimizing your website for voice-based search keywords will help you garner traffic that matches consumer intent.

 

Wondering what kind of voice searches you should be targeting?

 

Natural speech. And this is based on the underlying fact that voice assistants are designed to understand natural human language. You can take advantage of this new trend and do away with basic broad level search term that is either too competitive and hard to rank for and doesn’t seem to resonate with consumer buying behavior.

 

Visual Search

Not only text-based search will experience a shift in search patterns, but visual search will also be on the rise. With platforms like Instagram, Pinterest amplifying the world of imagery, this will be an exciting new dimension to explore. Not only this, product imagery contributes to convenience and better decision making for customers, optimizing them would definitely be a good decision! A recent report by Pinterest shows that 72% of the Pinterest users get inspired to shop even when they are not actually looking for anything!

 

On similar lines, Google has been pushing up image search and making it more simple and intuitive for users to find images through the search engine. It has opened up opportunities for brands especially into e-commerce, retail, food, and decor to align their text-based SEO strategy with powerful imagery. This will continue to grow in the times to come and it would be logical to improve customer experience that positively contributes to your brand visibility and traffic.

To be able to adapt to the changing dynamics of this category in 2019, make sure you are using high definition imagery with metadata and relevant content that supports it.

 

Q&A Search

In 2018, there was a rise in the number of featured snippets for search terms and in-depth articles based on how content conveyed clarity and delivered value. This is not going to stop. Content is still the king. And this has given rise to new forms of searches that are gaining popularity in 2019 – Questions and answers. If you don’t understand what we are talking about, it’s the “People also ask” section. Lately, Google has been pushing such searches up the ladder in order to come up with the best possible solution for a search topic. So, is your content resourceful enough to answer what your potential customer is asking for?

 

Searches like: should I buy a Mazda or a Toyota – indicate that the user is already in the consideration stage and might flip into the buying funnel stage if your content provides an answer to similar searches.

 

Mozcast SERP feature shows, related questions, and knowledge panels are dominating SERPS pretty much since January. This is thought-provoking and an opportunity to capitalize your existing strategy this year moving forward.

 

There was a time when SEO was not even a priority for most businesses. It was considered to be an additional side-tactic. But now, with data taking precedence and the influence of digital marketing has changed the longstanding perception of the world of search. And as search engines are becoming more intelligent in driving insights from data to deliver value to online users like us, this niche has become even more competitive. So, if you haven’t yet recognized the power of search, it’s time you do.

 

It’s best to invest your time in these key trends this year. To help you with your search visibility and have an edge over your competition online, get in touch with our online marketing consultants to recommend you an effective search strategy.

 

Google mobile-first indexing

Google’s Mobile-First Indexing – Does it Impact the SEO?

Each update that Google brings out is evidently its attempt to move a step closer to its ultimate goal – to provide the users with the best possible online search experience. That being said, the search giant keeps a close watch on the users’ search behaviours, for instance, how do they choose to interact with the search engine at any given time, what is it that’s been keeping them engaged, and much more. For digital marketers, however, this raises a curtain to a whole new avenue of nuances to take care of, requiring them to make certain changes on the website or search engine marketing strategies.  

“Searching on the go” is not just a buzzword, but an indispensable necessity for millennials which quells their hunger for instant information while on the move. In view of this, Google has brought to the Internet search landscape another update – mobile-first indexing. It means exactly what it sounds like – Google will crawl and index the mobile version of your website first, and then the desktop version.

Please note that it doesn’t at all mean mobile-only. If your website doesn’t have a mobile version, Google will simply crawl the desktop version, as it was doing earlier.

Why Mobile-First Indexing?

The usage of mobile devices has skyrocketed to such a level that it now occupies 52.2% of overall online searches (i.e. more than desktop searches!). These staggering figures have, in a way, served as an impetus for Google’s launch of mobile-first indexing strategy.

As stated earlier, mobile-first indexing implies that if you have both mobile and desktop websites for your business, Google will start with indexing the mobile website and then go on with the desktop version. Simply put, the mobile version will now be viewed as a “primary version” of your website, as opposed to the desktop version which has now shifted to the “second” position. Up till now, the desktop version was the “primary version” for Google indexing.

What changes do you need to make to accommodate this update?

Change often brings along with it some hand-wringing and upheaval, but this one doesn’t, as you may not have to make any major changes. Here are some pertinent action steps that you may or may not require to bring forth, based on your specific instances:

  • In case you have a responsive web design, or the web pages were developed in AMP HTML, and/or the content has been optimized for mobile, the change should not have any major impact on your website’s performance in search engine results. This is due to the fact that the mobile version is identical to the desktop version.
  • When you have dynamic web content, i.e. the content varies depending on different devices and users, the mobile website will be indexed first.
  • If the website entails both AMP and non-AMP web pages, Google will index the non-AMP mobile version of the website first.
  • Mobile-first indexing does away with the traditional practice wherein the index and rank were divided between both the versions of a website and hence the need for a responsive web design. However, now, if you have two different URLs for your website, it means Google will index the mobile site first followed up by the desktop website. As a result, you won’t miss out on any amount of indexing and ranking.

How will it impact your SEO?

More or less, the best practices remain the same, though there are some implications to pay heed to while riding out this change. Here is a breakdown of top 4 practices to follow if you have a separate mobile website:

  • Website Content: Make sure both versions of the website are loaded with identical valuable, high-quality content, including images, text and videos. The formats deployed on the mobile website should be indexable and crawlable, and this also encompasses alt-attributes for images.
  • Structured Data: Just like content, the same structured data markups should be included on both the desktop and mobile version of your website. Avoid adding irrelevant structured data that has nothing to do with your website.
  • Metadata: The meta description and title should be “equivalent” on both the versions. Please note that the guideline says equivalent, not identical, which means you could still optimize the mobile titles to ensure shorter character counts, however you’ll have to ensure to include the relevant keywords and similar information.
  • Server Capacity: If the mobile version of your website is run on a separate host (such as m.example.com), take care that it can handle the increased crawl rate. Hosting occupies great significance as it is the key determining factor in a website’s loading speed, and thus contributes to the website ranking.

To put it all together, the mobile-first index is just a change to the way the content is gathered by Google for indexing. If the web content and page overall are mobile friendly, the website is likely to have a higher ranking in search results whenever users are searching on their mobile devices.

Have questions about what this mobile-first indexing means for your business in Markham? Feel free to contact 360 Marketing professionals!

social media marketing markham

The Truth about Social Media Marketing in 2018

In the past decade, social media marketing has become more prominent in effective marketing campaigns. The speed at which news travels and the creative levels it can pass through makes it one of the best tactics to utilize while being cost-effective.

Since the ability to integrate social media does not have any requirements, the competitive scope of the field is constantly growing. To produce organic reach within posts and campaigns has become increasingly difficult.

Whether your brand is looking to improve social media results or requires an online marketing company to assist with the process, you should understand the truth behind these tactics to leverage them in your favour.

 

 

Return on Investment

Social media is one of the best investments as it can produce large results at small costs. The truth is that positive return on investment is hard to reach sometimes due to the size of the competitive field. Over 75% of marketers are utilizing social media in their campaigns but only half are seeing positive results being produced.  

 

Relying on other Marketing Tactics

Often, companies pump money into social media marketing in time increments with the hopes that it will assist with increasing reach and attention. Without other marketing tactics to rely on, the narrow focus creates tunnel vision, omitting key components that will boost your social media efforts.

For example, if your company is solely focused on social media blasts whereas a competitor is focused on both building social media material while creating a new customer base, the competitor that diversified their efforts will see higher returns. Without a building customer base, the social platforms die out in the long-run.

 

Industry at a Glance

Depending on your brand and the industry it is in, it might need more than the regular social media tactics to dominate the field. All companies start off on the same foot, with the potential to see positive return in their efforts. However, those that have strong visuals, logos, content, or just specifically tailor to demographics that engage with social media will have an advantage. If your brand does not take these factors into consideration, it will not see success as easily.

 

It’s your Lucky Day!

Have you heard of a viral post? Whether it be a product or a service, when a social media post goes viral, it is success that will continue to exponentially grow on its own. However, going viral is not up to strategy or decision-making — part of it relies on luck. A change in time or the people that interact with it can change the luck associated but don’t stress out on this factor! Consistently putting out quality content will provide a solid foundation for your social media campaigns.

 

digital marketing company toronto

Insider Info: Quality in the Eyes of Google & How it Shapes Digital Marketing

The Internet game has greatly evolved since it first began – gone are the days of online marketing in the early 2000’s when all you had to do was launch a website and easily connect with a previously untapped market. Fast forward to nearly 20 years later today, and having a website that’s stuck in the old days – slow, unresponsive, and riddled with pages of poor quality content – will guarantee just about your business’ early demise in the fast-moving digital marketplace.

With search engines like Google serving as the gateway for consumers to find products and service providers like you online, establishing a good rapport with potential customers starts with them finding your business as it comes up in search results. As your website gets users to explore its unique content and stay on your site, it sends a signal to Google that your business is able to adequately respond to users’ needs, leading it to be recommended to more users and enjoy increased reach and visibility as search rankings climb.

So how exactly does Google determine a page to have high quality content, and in effect, recommend it to users – your potential customers? How can you tell if your website has low quality pages that cause lead conversions and sales to suffer?

How Does Google See Quality?

Over the years, Google has given digital marketing companies and businesses ideas of how a high quality website should be. Here are the trademark factors your website should satisfy:

  • Unique content – this means that all content on your site isn’t merely lifted off another site.
  • Content for humans – when SEO first came to light, people thought that saturating a page with keywords to meet density standards was enough for a page to be deemed relevant, as it matched all the competitive keywords and search phrases users use to find information relevant to their queries – even when it made absolutely no sense at all. Today, Google encourages digital marketing companies, content writers, and business owners to write for humans: no more unnecessary keyword saturation, but more natural writing aimed at actually answering users’ questions.
  • Backlinks – the more reliable, quality external links and pages point to your site, the more trustworthy and reputable it is in the eyes of Google. This signals that your page is high-quality, since it’s reference-worthy.
  • Answers users’ query – your page must allow a user to successfully find the information they need, hence, answering their query. This is a bit intriguing, since measuring it isn’t as outright compared to other quality indicators, but it basically points to users spending a good amount of time on your site. To Google, this means they are finding what they searched for, and are exploring your site for more relevant content, as opposed to spending just a few seconds, then bouncing back to search results. When users don’t spend a good amount of time on your site, this signals to Google that your site wasn’t able to successfully answer a query, and in effect deems your website as low quality, and shouldn’t be enjoying a prime position on search results.

New Indicators of High Quality Websites

As digital marketing evolves these days and the race towards increasing relevance and a well-defined online customer journey pushes businesses like yours to improve performance, there are now also other indicators of quality apart from the trademark factors every digital marketing company in Toronto swears by:

  • Fast connection – what good is a website if it doesn’t load fast, and within the average time of a user’s attention span? No one likes waiting forever for a site to fully load, especially in this age of the instant need for information served online. When your site loads really slow, chances are, users bounce back to search results and select another site in place. This signals poor quality to Google, which can cause a faster-loading site to take your prime position on search.
  • A seamless, integrated user experience – gone are the days of waiting for desktop or laptop computers to power up so you can go on the Internet to search for a product or service. In their place, users can simply whip out a smartphone or use a tablet to access information online. But what’s bound to happen if your website is designed to display optimally only on old, clunky computers? You’ll definitely fall behind on reaching out to the smartphone generation that wouldn’t want to, and probably have no time to waste pinching the screen and scrolling endlessly from side to side – all because your website doesn’t fit and wasn’t designed with the modern user experience in mind.
  • No grammar and spelling errors – sounds surprising, but if you want your website to be Google’s snippet feature among other search results – definitely a great feat since users’ attention are drawn to it, you’ll want your content to be spotless, since Google is likely to remove poor quality content.
  • Alternatives to non-text content – it’s great that your website uses a variety of media to share the latest updates and introduce the best features of your products and services, such as through video, but populating your site with rich, non-text media isn’t enough: there has to alternatives. This is why videos should have transcripts and the alt text attribute isn’t forgotten. With this, Google certifies your site to be universally accessible.
  • Interactive, easily consumable content – no one likes reading through chunks of text just to find the information they need, so Google prioritizes ranking sites with well-organized pages filled with content that’s easy to consume and interact with. There are different ways to interpret this, but you’ll be surprised how Google’s algorithm has easily allowed machine learning systems to pick this up.
  • What’s next – Google doesn’t want your story to end there, so it ranks well content that point users to more useful information, like external links to sources or a follow-up on tasks anchored on a strong call-to-action, such as leading to a dedicated product page, shopping cart, or even just a simple contact page that will prompt more action from users to get everything they need.

These factors aren’t really set in stone, but they’re all a good place to start when checking how well your website performs, and if its quality is good enough to help your business engage a wider audience in the fast-paced, ever-changing digital landscape.

Is your business found on Google search results where it’s supposed to be? Boost your rankings and the customer experience you provide with a smart and modern website! Work with our digital marketing company in Toronto to optimize your site. Call us at (416)-619-7935 to start.

digital marketing company toronto

Insider Info: Quality in the Eyes of Google & How it Shapes Digital Marketing

The Internet game has greatly evolved since it first began – gone are the days of online marketing in the early 2000’s when all you had to do was launch a website and easily connect with a previously untapped market. Fast forward to nearly 20 years later today, and having a website that’s stuck in the old days – slow, unresponsive, and riddled with pages of poor quality content – will guarantee just about your business’ early demise in the fast-moving digital marketplace.

With search engines like Google serving as the gateway for consumers to find products and service providers like you online, establishing a good rapport with potential customers starts with them finding your business as it comes up in search results. As your website gets users to explore its unique content and stay on your site, it sends a signal to Google that your business is able to adequately respond to users’ needs, leading it to be recommended to more users and enjoy increased reach and visibility as search rankings climb.

So how exactly does Google determine a page to have high quality content, and in effect, recommend it to users – your potential customers? How can you tell if your website has low quality pages that cause lead conversions and sales to suffer?

How Does Google See Quality?

Over the years, Google has given digital marketing companies and businesses ideas of how a high quality website should be. Here are the trademark factors your website should satisfy:

  • Unique content – this means that all content on your site isn’t merely lifted off another site.
  • Content for humans – when SEO first came to light, people thought that saturating a page with keywords to meet density standards was enough for a page to be deemed relevant, as it matched all the competitive keywords and search phrases users use to find information relevant to their queries – even when it made absolutely no sense at all. Today, Google encourages digital marketing companies, content writers, and business owners to write for humans: no more unnecessary keyword saturation, but more natural writing aimed at actually answering users’ questions.
  • Backlinks – the more reliable, quality external links and pages point to your site, the more trustworthy and reputable it is in the eyes of Google. This signals that your page is high-quality, since it’s reference-worthy.
  • Answers users’ query – your page must allow a user to successfully find the information they need, hence, answering their query. This is a bit intriguing, since measuring it isn’t as outright compared to other quality indicators, but it basically points to users spending a good amount of time on your site. To Google, this means they are finding what they searched for, and are exploring your site for more relevant content, as opposed to spending just a few seconds, then bouncing back to search results. When users don’t spend a good amount of time on your site, this signals to Google that your site wasn’t able to successfully answer a query, and in effect deems your website as low quality, and shouldn’t be enjoying a prime position on search results.

New Indicators of High Quality Websites

As digital marketing evolves these days and the race towards increasing relevance and a well-defined online customer journey pushes businesses like yours to improve performance, there are now also other indicators of quality apart from the trademark factors every digital marketing company in Toronto swears by:

  • Fast connection – what good is a website if it doesn’t load fast, and within the average time of a user’s attention span? No one likes waiting forever for a site to fully load, especially in this age of the instant need for information served online. When your site loads really slow, chances are, users bounce back to search results and select another site in place. This signals poor quality to Google, which can cause a faster-loading site to take your prime position on search.
  • A seamless, integrated user experience – gone are the days of waiting for desktop or laptop computers to power up so you can go on the Internet to search for a product or service. In their place, users can simply whip out a smartphone or use a tablet to access information online. But what’s bound to happen if your website is designed to display optimally only on old, clunky computers? You’ll definitely fall behind on reaching out to the smartphone generation that wouldn’t want to, and probably have no time to waste pinching the screen and scrolling endlessly from side to side – all because your website doesn’t fit and wasn’t designed with the modern user experience in mind.
  • No grammar and spelling errors – sounds surprising, but if you want your website to be Google’s snippet feature among other search results – definitely a great feat since users’ attention are drawn to it, you’ll want your content to be spotless, since Google is likely to remove poor quality content.
  • Alternatives to non-text content – it’s great that your website uses a variety of media to share the latest updates and introduce the best features of your products and services, such as through video, but populating your site with rich, non-text media isn’t enough: there has to alternatives. This is why videos should have transcripts and the alt text attribute isn’t forgotten. With this, Google certifies your site to be universally accessible.
  • Interactive, easily consumable content – no one likes reading through chunks of text just to find the information they need, so Google prioritizes ranking sites with well-organized pages filled with content that’s easy to consume and interact with. There are different ways to interpret this, but you’ll be surprised how Google’s algorithm has easily allowed machine learning systems to pick this up.
  • What’s next – Google doesn’t want your story to end there, so it ranks well content that point users to more useful information, like external links to sources or a follow-up on tasks anchored on a strong call-to-action, such as leading to a dedicated product page, shopping cart, or even just a simple contact page that will prompt more action from users to get everything they need.

These factors aren’t really set in stone, but they’re all a good place to start when checking how well your website performs, and if its quality is good enough to help your business engage a wider audience in the fast-paced, ever-changing digital landscape.

Is your business found on Google search results where it’s supposed to be? Boost your rankings and the customer experience you provide with a smart and modern website! Work with our digital marketing company in Toronto to optimize your site. Call us at (416)-619-7935 to start.

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Keeping up with Your Business: Fresh Updates through Google Posts

As a leader in the digital marketplace, Google is constantly changing the way businesses are found on its platforms and can continuously reach the market to promote products, services, and their latest offers, events, and specials.

To compete in Toronto’s digitally-savvy market, part of owning a business in the city these days heavily relies on leveraging the latest and most effective digital marketing strategies to make your brand stand out across Google’s network, such as on Maps, now known as Google My Business, which your potential customers largely engage with.

Through Google My Business, and with the help of a digital marketing company in Toronto, you can add or claim your business listing and optimize it with the most up-to-date information that helps potential customers find your business, such as hours and location; and discover what others share about their own experience from availing of your products and services, among others. With the recent addition of Google Posts to business listings, potential customers can now also see how they can best avail of your most attractive offers.

What are Google Posts?

Google hasn’t officially given it a name, but many business owners and search engine users now see these small banners displayed under a business’ map listing, leading the new feature to be colloquially termed ‘Google Posts’.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Google Posts is a new feature under Google My Business that allows you to create content directly on Google; in just a few, short minutes, your advertisement or content is directly published on Google, and ranks highly in search results for their names.

This feature was originally launched in January 2016 for US Presidential Candidates to use. At that time, posts appeared in a card-like format. Recently, it has been extended to Google My Business, allowing you, or a digital marketing company you work with in promoting your business in Toronto to publish these card-like posts that show on top of search results for your business – much like business cards.

There’s no way to access actual Google Posts from their homepage, as these only appear within search results when triggered by a search for your brand name. When potential customers type into search the name of your business, Google Posts come up along with your business listing. With so much potential from increased visibility alone, it’s essential to keep your business’ Google Post fresh, up-to-date, and optimized with the help of a digital marketing company in Toronto.

Fresh Updates Mean Removal of Google Posts after One Week

With the great power of increased brand visibility, comes also the great responsibility of keeping your business’ Google Posts fresh and up-to-date, as the search engine giant removes these in just one, short week after they are published.

Unlike the information listed in your Google My Business listing, or even on your site, Google Posts are not meant to live on the web forever. Rather, true to their purpose of serving your customers with the latest updates on your newest offers, they are to be removed after seven days.

Think of it this way: nothing upsets your customers more than placing an order for one of your products, signing up for a service, or arriving at your store just to find out that the product or service they’re after has been discontinued, or is no longer available. In the same fashion, after a while of publishing Google Posts, they are no longer considered fresh, nor timely, and as such, would have no reason to exist along with your business listing – especially when they’re meant to boost the marketing of a limited offer.

Naturally, you’ll want a massive hype surrounding your latest product, especially if it’s to be offered on a limited basis, but after it expires, you won’t want a mob of angry customers hounding you for an offer that’s no longer available, all because marketing collaterals were not properly updated.

But even with expiring Google Posts, there’s little cause for worry. In your Google My Business dashboard, you should be able to receive a notification of a post expiring soon. With this comes the opportunity to cook up the next fresh update, or promote a new offer, simply by brainstorming with the digital marketing company you work with and arming yourself with a slew of offers your business can share. Alternatively, the Posts tab in mobile also stores all the old updates you shared, making it easy to review past updates and see which offers your customers loved and really engaged with.

As Google Posts can also be used to promote upcoming events, it’s also easy to create a hype before it and invite more guests. After the event, the Google Post quickly disappears, making it easy to mark calendars and ensure you keep promoting only your business’ latest updates.

Build a stronger presence for your brand online, and serve your customers with fresh updates through Google Posts. Work with our digital marketing company in Toronto in posting timely and relevant updates for maximum reach and engagement. Call us at (416) 619-7935  to create your first Google Post today!

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Complete Customer Experience: Start with AMP Web Design

With the rise of websites, online media and digital marketing strategies – first on traditional desktop computers and laptops, and now on mobile, as smartphones and tablets become the modern consumer’s top go-to device for browsing, shopping and managing their diverse lifestyle – it’s no secret that delivering a complete customer experience is now also determined by the ease in which potential customers can navigate your business’ website.

These days, it’s not just any type of website that helps realize your mission of delivering a complete customer experience in the digital marketplace; gone are the days of sluggish, unresponsive, and unoptimized websites users constantly have to zoom in or out off, or scroll back and forth just to interact with a potential merchant whose products and services they’re considering. In the age of heavy digital interactions and digitally-savvy consumers, websites built using AMP web design cut through the chase and raise the bar for a pleasant and modern online customer experience.

Creating a new website for your business with AMP web design? Build on the best features of the platform with these standards for a complete digital customer experience in mind.

Let Users Explore

With lightning fast loading speeds in an AMP site, it’s easy to encourage potential customers to explore your site, and navigate it both with ease and confidence. Instead of pressuring them with spam-like calls to action, ads, and links to contact or order forms in the middle of a product or service page, allow users to explore the site’s different features first before they make a decision. Because your site’s content flows seamlessly and loads instantly when built using AMP web design, your potential customers can delight in their on-site navigation, ending in a successful purchase, or a well-thought of subscription to services you offer.

Convenient Online Transactions

AMP web design is yet to fully debut and become completely functional for e-commerce sites, but as the platform continuously grows, it’s no secret that a pleasant online shopping experience is tied with fast order processing speeds and instant delivery of receipts or confirmation of orders – instant loading time only an AMP website can give.

As you explore e-commerce with AMP web design, it’s important to incorporate enticing features, such as allowing guest purchases, especially for first-time customers. Many online shoppers will definitely tell you that the real bane of online purchases lies in having to sign up or register in order to proceed with the transaction – and worse, many e-commerce sites don’t make the registration process a breeze. But to sustain marketing, you can allow first time customers to make guest purchases, and after, prompt them to register for the site to access other offers, promos, and products.

With AMP web design, you can easily transform potential customers’ e-commerce experience on your site, maximizing the optimal display of content that promotes your products and services, and the fast loading time it takes for them to view said content. Coupled with fast processing, and allowing guest purchases, users will delight in the ease of use of your AMP website.

Use Efficient Forms

Many online shoppers and your potential customers now use their mobile devices to browse products and services they need online, and even proceed with registration, or better, purchases and subscriptions. Filling out online forms can already feel like such a chore even on desktop computers, but more so on mobile devices as screens are smaller, and users often find themselves scrolling endlessly just to complete registration.

But in reality, the modern, digitally-savvy market living high-paced lives doesn’t have time for that. Instead, they need forms that load and process their order quickly, and aren’t complicated to fill out on small screens. To this end, AMP web design can help transform your potential customers’ experience on your site, as not only do forms load fast when built using this platform, but even better, can be perfectly optimized to suit viewing and filling out using their smartphones.

Apart from the fast speeds and optimal flow AMP web design provides as a baseline for your mobile e-commerce site, make sure to incorporate clear labels, real-time validation, and the simplest possible method of completing an online registration. With these standards in mind, you can keep your customers engaged, instead of frustrated, which can lead them to navigating away from your site, and loss of valuable conversion opportunities.

Optimize for Mobile

Perhaps the most important feature of the modern, mobile user experience, optimizing display of content for optimal interaction on smartphones holds the key to retaining and expanding your customer base in the digital marketplace. When users continuously find themselves having to pinch the screen for zooming in and out in order to fully interact with the information displayed on your website, they’re most likely to navigate away from your site, and cost you opportunities to convert leads and sales.

Redesigning your website with AMP web design is the best new way to deliver an optimal mobile user experience. With AMP web design, you are essentially building a website that is made for mobile use first, easily capturing the majority of today’s market that lives and shops on their smartphones. As content related to your products and services are displayed for optimal mobile viewing, and instantly load to deliver information your potential customers require right at that very moment, AMP web design will definitely elevate the level of customer satisfaction you can provide online, making your business a leader in the digital marketing space.

Deliver a complete user experience to your digitally-savvy, modern customers. Redesign your website, and rebuild your brand with AMP web design. Give us a call at (416) 619-7935 today to learn more and get started.