Customers are already searching for your product. Every second, there are 75,000 search queries managed by Google. That's just one search engine. Now add Youtube, Bing, Amazon – the greatest marketplace – and thousands of forums…. That means you can get in front of their eyes – to offer what they need or desire.
How can you attract the attention of as many people (your potential customers) as possible? Be excellent at SEO and constantly mine as many relevant search terms (keywords) as possible. In order to do that, you need to choose the right tool(s). We've tested many tools to generate high-quality organic traffic to our website. Now we'd like to make your life easier by sharing the 9 best-in-breed tools for keyword research so that you can boost your business in 2020 + 1 hint (really low hanging fruit)!
Before we jump into that, we would like to point out that there will be a HUGE paradigm shift in 2020. Voice search is predicted to be used for 50% of all searches done online! That means that your strategy needs to be aligned with that in mind. Creating voice content will continue to be more relevant over time.
Let's jump into what you are truly interested in, shall we?!
Spyfu is a complex SEO tool that allows you to track the activity of your competitors or market leaders. When it comes to keyword research, it allows you to show the average search volume of keywords, get suggestions on what else people search, it gives ranking history that shows what domains occupy the top positions and how they do over time. Besides that, you can find domains that - if they link to your website – will help you rank high on a desired keyword. Yes, it has a plethora of great tools! Spyfu, nonetheless, is not a free tool. Their pricing plans start at 33 USD a month. Besides keyword research tools, which we mentioned, Spyfu offers a variety of other features.
Google owns all the data from searches on both Google and Youtube. Google Keyword Planner shows you precise volume of searches for a certain period of time. This data can be segmented by either country and region or device. Besides historical metrics, Google Keyword Planner shows you a forecast of how your ads may perform when using certain words. Your paid campaigns can be, thus, perfectly planned. The great news is that this tool is free. The only constraint is that you have to have a Google Ads account.
The great thing about Google Keyword Planner is that it shows you a search volume trend. Thus, you can look at how often your brand was searched at some point in the past versus today. This information shows you the awareness of your brand (or product) over time.
Similarly to Spyfu, Ahrefs offers more features that you can use to boost your SEO. The great thing about Ahrefs is that you can research keywords by platforms (like Google or Youtube). Besides main features like Keyword Research or Backlink Research, Ahrefs offers so called Content Research, that allows you to catch the buzz around certain topics. The pricing starts at 99 USD per month. You can, nonetheless, start with 7 USD for a 7 day trial and see what you can get out of it.
This browser add-on that works both with Chrome and Firefox is a great tool to see similar keywords everywhere! If you type a query on Google, this tool shows you similar keywords and its search volume. If you type a product name on Amazon, guess what… Keywords Everywhere shows you suggested keywords that may appear in your SEO or PPC plan. According to those, you might want to create content on your website, adjust the description of your product or trigger a paid campaign. This extension offers both free and paid features.
Moz is an all-in-one SEO tool that not only gives you a plethora of free features, but also educates you on the complicated SEO industry. Its keyword research offers similar features like the ones from Ahrefs or Spyfu. What makes Moz great – especially for small businesses – is the “MOZ Local” feature that distributes the information about your local business across all important search platforms. Moz is a paid tool that has a few free tools available. The pricing for MOZ Local starts at 129 USD a year, while a basic version of MOZ is available for 99 USD a month or more.
Owned by Neil Patel, an SEO guru, who helps both small businesses and enterprises grow their organic traffic, Ubersuggest is a tool that shows you the search volume for a particular keyword that can be divided by country and language. Moreover, this tool shows you a trend throughout the year so that you can see when certain keywords achieve their peak (like winter jackets do in winter). Metric “SEO difficulty” helps you uncover a potential to rank high for a particular expression. Thanks to this data, you are able to optimise content on your website so that more people discover your business. You can use this SEO tool free of charge.
Are you still with us? Because here is a Google tool that is totally free! Google Trends is all about, well, trends. Shocking, isn't it? Do you want to know the 3 key topics on Youtube in 2019? Sorry, Ted Talks and Baby Yoda moments (he made the chart below ;)), but the topics at the top were Music, Songs and Fortnite…Predictable? Perhaps, if you're an avid fan of Fortnite. Google Trends helps you uncover trending topics that, again, can help you create engaging content and rank high on search engines.
Let's get back to the tools for which you'd have to pay a bit. SEMRush offers an all-in-one SEO tool that differentiates in a few ways from Moz or Ahrefs. Amongst others, this tool gives you a so called, “Keyword Magic Tool” that helps you find relevant keywords, it then groups them to separate them further by topics, picks the most valuable keywords and saves them into the Keyword Analyzer and exports those keywords so that you can play with them on other platforms like Google Ads. The pricing starts at 99 USD a month, so the cost is also similar to Ahrefs or Moz.
Another great tool for in-depth keyword research. The good thing about KWFinder is that it shows you search queries divided into groups: related keywords, autocomplete and questions. Nowadays, people are using whole questions for their online searches, not simply one or two-word phrases. In fact, the average search query has 4 words.
With KWFinder, you can find so called long tail phrases – the ones that have a low search volume, but a higher probability of a user's intention to buy or complete any action you desire. If I search for a “family car”, I probably haven't decided yet, if I truly want to buy a new vehicle or not. Whereas, if I search for a “BMW X7 2019 Black xDrive40i”, I may be much more into making my final decision…
We've presented many tools (free and paid) to mine keywords that people type in when they search on Google, Youtube or Amazon. But what we haven't covered – until now – are forums! You'd be surprised to see how many questions and topics forums, like Reddit or Quora, gather. Is this a relevant source for your keyword research? You bet it is. When you create your keyword list and want to find out what catches people's attention, use the forums. Go through the trending sections, read the questions and answers that are considered the best ones to get a complete idea of what to cover in your web content, ad copy or even product development – yes, what people search may guide you on how to create your product roadmap.
We promised you 9+1 best-in-breed tools for keyword research to boost your business in 2020. 9 tools have been mentioned. Let's finalise it with one last suggestion. The easiest and most obvious one...
Yes, you are right. This is exactly what I have in mind:
Try to type something into Google, Amazon, Bing, Youtube or any other platform that uses a similar algorithm and see what it suggests. These suggestions are not randomly generated. On the contrary, they are based on similar searches (according to relevancy and search volume). Google places these suggestions into two parts: the search field and the bottom of the page:
All in all, you have a complete tool stack to get started with your keyword research! Keep in mind that it is a crucial part of your SEO activities, so make sure to do it properly. Happy searching! :)
Marketing strategy is probably the most abused word in the marketing industry. Everyone talks about strategies, but few know what it really represents. It has nothing to do with curating your presence on Facebook nor developing a Chatbot for your website. Trust me, strategy is something completely different.
Being an entrepreneur who is running a small business is already tough itself. Marketing, in most cases, is a process that slows you down as you have to learn it, hire people to execute your vision or deal with an agency (and their high fees). Luckily, with tools like groost life gets a bit better. Prepare a good strategy and automate your marketing efforts. Let's find out how.
Luckily, some tools can guide and educate you without you having to learn. Automation platforms are built to cover the majority of your marketing tasks. Having said this, they search for ways to guide you through the process of a successful onboarding in a simple way.
Before we get started, let's clarify what a marketing strategy means.
A strategy sets a target of where it is we want to be within a certain period of time. Now we are at point A, so where is the point B we want to reach. Marketing strategy, to narrow it down, answers these three core questions:
First, we need to clarify who we're aiming for – our target audience. Our target audience represents our potential customers. Getting to know them as thoroughly as possible will be crucial for the next steps. Secondly, we must focus on positioning – the way our customer sees us, what he thinks of us, what jumps to her mind immediately after the name of our brand or product is pronounced. If you think of Volvo, what jumps to your mind? Is it safety? This is not by mistake. Volvo wants to be considered the safest car, and they do everything they can to be perceived this way. That's positioning. Lastly, we ask ourselves, what goals we want to achieve. Knowing where you want to go and being able to quantify it helps you stay on track at all times!
Of course, you may want to conduct in-depth research on both internal and external factors (SWOT analysis works for internal factors, PESTLE for external) to find out how your business gets both positively and negatively influenced. While analysing, keep an eye on your competitors to know how well they do (and why). These points are, nonetheless, tied to your overall business, not solely marketing. Let's just focus on marketing for now.
Did you answer the three core questions? Great! Now see how automation tools can guide you to not just create, but also execute your strategy – complete the tactical steps.
1. They encourage you to focus on your customer
All tools from the most complicated to the easiest ones focus on a customer. Look at how Hubspot does it – they offer you a CRM to store all your customer data, track the website activity of your customers and segment them for email marketing and social ads. Customers are at the very center of their product features. So that should be the case in all of your marketing activities. In our latest post, we've covered the importance of being where your customers are – be customer-centric. Marketing automation platforms guide you without your assistance, so you can use your energy elsewhere.
We've built a tool for an easy and efficient campaign management. It is so easy that non-marketers run their campaign within minutes. We focus, needless to say, on a customer- first approach. We encourage you to create your marketing persona and center your campaign around this. See how we do this below:
2. They offer you many ways to create content
Content – be it emails, social media ads, website forms or blog posts – is what should give a real value to your customer. There are many types of content (educational, comedic, aesthetically pleasing…), but all of it should be easily recognisable. What I mean by that is that every piece of content shows it's YOU and your business, and does not belong to anybody else. Using your logo in the header of an email or a social media creative helps easily identify your business. Your claim in headlines shows it's you, your brand colors signify it's you, the tone that plays at the beginning of each of your podcasts says it's you… With every piece of content you build the complete picture that pops into a customer's head when someone says the name of your brand or product. Presenting your unique attributes over your competitors and repeatedly identifying yourself with a certain market category helps your target audience discover who you really are – and what makes you unique. Automation platforms not only allow you to create content you need for your business to be successfully present online, but also guide you through these steps, so that you don't do it wrong.
3. They encourage you to analyze results
I can not emphasize this any more – if you can't measure something, you can't improve it. Tools like Keap, Hubspot or Mailchimp give you an in-depth analysis of your campaigns and efforts. They truly show you what's important to track and what isn't. When it comes to measuring results, things can get pretty complicated. Don't look at hundreds of metrics, unless it makes sense to you and you see the dependencies between them. If you run campaigns for 200 USD a month, focus on a few things (key metrics) that are tied to your goal and nothing else. Make sure to update your dashboard and, ideally, let the tools send you regular emails with the metrics you are most interested in. It'll save you a bit of time.
To codify the results of any campaign, it is crucial to tie them to your goals. Any campaign needs to be set up with goal(s). Say you want to increase the engagement for your Facebook post and lead people to your website. The number of people reached and the number of people that interacted with your content is what you'll be looking for –the click through rate will show you the difference between those two (number of people who interacted / number of people reached). Simply put, this metric shows how good and juicy your content is. Did you get a 5% click through rate? Good job! Do you think 5% is too low? I suggest you check the (industry) standards and judge this afterwards. Some metrics seem to be low, but if you dig deeper, you may realize that your campaign rocks.
To wrap it up, focus on three important questions, choose the right tools to help you execute your strategy and always measure your efforts. Being a small business owner is tough itself, don't put in more work. Let automation platforms help you get rid of the routine tasks and, thus, deliver better results. We've mentioned some of the tools here, so make sure to check it out.
Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when do they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customers' behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain insights into how your audience thinks and discover what they want. You will find out the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product or what features the product should have.
For your business, it is crucial to define your buyer persona (aka marketing persona). What are buyer personas? Imagine them as a representation of the demographic where you can find your ideal customer. Creating them helps you understand your customers' needs, while online marketing gives you the ability to target groups or individuals according to specific aspects you can define by creating the personas. Your result? A more efficient and effective marketing campaign.
The challenge of current operating businesses is whether or not to take time out of your already busy day in order to spend time on a persona project. But so much information and knowledge can be gained and your marketing can really improve by doing it flawlessly. And remember, personas are also crucial to getting your 5 marketing Ps right.
1. Ask questions!
To elaborate your personas you need to determine what their goals and attitudes are. You have to ask yourself, what do they know? What do they respond to? What are their behaviors? What do they need? Where are they?
Do qualitative research to gather this knowledge. Ask them. Watch them. Follow them.
Try to create one or more buyer personas. Developing personas helps you understand your buyers as much as possible. It can provide insights into the different roles in companies or families, as well as into an individuals' life. This information may eventually factor into a customers’ decision to make a purchase.
Basically, personas are a comprehensive kind of map of your customers’ minds and personalities, helping you see the world from their perspective. With this X-ray super power, you can find and tailor your ideas to fill in the gaps, meet their needs, and ensure that your content is interesting and relevant to them.
2. How do you get this information?
Well, you are an entrepreneur, you know nothing is easy. The best source of information is interviews and surveys! Do you see your customers in person? Ask them! Do you have a sales or customer support team? Ask them about the customers. Once you determine your personas, you can schedule user interviews that last about 20 minutes or send them a survey. Make sure they get a little reward afterwards :)
A good source of information is also statistics and reliable broad research done by companies.
I am sure you have heard that some companies even hire trained anthropologists to watch what people do and how they behave. Your research can be as deep as you want. Just do not bother your clients for too long.
3. How do you create the personas?
Once you’ve collected your responses, comb through your research to identify the common threads, concerns, hopes, desires, and challenges people face. Sometimes, you may notice a common theme or even phrase in your responses. These are incredibly valuable.
Have you gathered all of your data from research? Now you can start developing your unique segments. Divide the people by:
e) Whatever is relevant for you e. g. job title
4. Finalize them!
Once you have your “rough” personas, it’s time to polish it all. Make sure you have a name for each, and circulate your personas for feedback from relevant people (e.g., your sales team). Once refined, memorialize these in a Google Doc or Excel spreadsheet that is easily accessible. Use these finalized personas to brainstorm content. Going forward, you should be able to identify: Which persona will be interested in your product, service or idea. Why will that persona be interested in it? Make sure to regularly review and update personas, as well.
The more detailed your personas are, the better your marketing targeting can be. You should be able to imagine them or draw them. You should be able to simulate an interview with them, to know what tone you should use, and what their interests are. Imagine that you are selling something to them personally and play with your new imaginary customers.
You know you did a good job if your personas are: Divergent from each other, feel real, and are easy to explain. Create files for each one, so you don't forget anything about them, hang pictures of them around the office, so you feel they are present. If you have coworkers, they all should know these personas perfectly. Your aim is for the company to culturally adopt the concept of talking about these personas as real people.
Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need. If you divide your current content down by persona, you can simply see which personas are getting enough content - they are nurtured, and which personas need more or a different kind of content.
Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona.
At the end of the day, personas tell you where buyers prefer to get their information. Are they like bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. It's the same for your creatives. Some people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively.
Note: The delivery strategies for your content may or may not be the same for all your buyer personas. It is also okay to have only one or to have many buyer personas, it's up to you!
Besides demography e.g. age, location and sex, each platform gives us a different way to target the customers.
LinkedIn, as an employment platform, allows us to target people based on their job title, their knowledge, education, abilities, their current employer, as well as companies they have been employed by or their level of seniority.
Facebook is more informal and fun, so you can target people according to their interest, pages they like, devices they use, travel plans or according to an upcoming birthday in their friend list. There are a vast number of options you can select to describe your persona(s) as precisely as possible. If you take an interest in this topic, you can read more about Facebook targeting according to interests , as well as location.
To sum it all up…
Create a comprehensive list of your personas.
One campaign should target one persona, for a more effective strategy.
Smaller campaigns, with an in-depth target, are more effective with an individual persona.
Having said this, buyer personas are something you REALLY need to run your business and use the online platforms effectively. Got any questions? Don't hesitate to contact us!
You may be wondering if your advertising tactic is the best for your company, or what options may be better suited for your needs. Because of this, we’ve outlined the pros and cons for the most popular of online channel. As well as we show you how popular they are and among which audiences.
Today around seven to eight in ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.
Bear in mind that users use several channels and most important of all, they do it almost simultaneously.
Imagine an average household, three people = three users. Each user can see their favorite program on television while they have their mobile phone in hand, with the Instagram app open and making stories about what happens in that program. How many channels come into play in this situation? How many channels can you use to reach that user in one way or another? At least 3. Television, the Smartphone and Instagram itself. Al that without taking into account the rest of applications and tools that are inside that device.
Since this blog is mainly for small business owners or entrepreneurs, and especially it's about online marketing, let's talk more about the online channels.
All small businesses need a good marketing plan to help it reach its targets and aspirations. With every marketing plan comes a marketing budget. You can say they go hand in hand. Creating the optimal marketing budget will ensure you spend the right amount of money in the right places to achieve your marketing goals. Creating a marketing budget used to involve a lot of trial and error which can lead to unnecessary expenses and ineffectiveness. But nowadays with everything becoming easier thanks to the amount of information available on the internet, so is creating the optimal marketing budget, everyone can do it.
Small business owners are finding new ways and techniques to plan out their strategies and design successful marketing budgets. It all comes down to how much are you willing to spend to acquire new customers and increase your brand awareness.
If you run a social media profile, you've probably thought of what to put on your content calendar. You want to create and publish something that truly brings value to your audience and resonates within them, right? User generated content can help you not just fill your content calendar, but truly bring something that gives a new perspective to your business.
User generated content, as the name suggests, is content that is voluntarily created by your best customers – brand advocates – and shared so that their audience can see it. It is basically the best thing your customers can do for you – refer their friends to you/ share your product(s) or speak about your service(s)!
Imagine you are an owner of a gym that is visited by dozens of customers daily. What if some of them posted a photo to their social profile, exercising in your gym and saying something nice about your place. Wouldn't that be great? Could that bring you new customers? Absolutely.
79% of users say user generated content has a high impact on their purchasing behaviour. That simply underlines what we've stated earlier.
In 2014, Starbucks came up with a White Cup Contest which, guess what, is focused on user generated content… You can read more about the contest here. The only thing we will say is that they collected over 4,000 pieces of content! That just goes to show the true power of brand advocates. Your business can do that too – probably on a smaller scale, but you can. Remember that every one of your best customers can bring you another one. Your brand advocates grow as your business grows…
If you say your product is the best, some people might believe you straightaway. But isn't that statement much stronger when made by someone who is already a loyal customer and has no other interest in regards to promoting your brand? User generated content brings true authenticity into your content and, thus, gives others another perspective of your business.
People love seeing the product they aim to buy has great reviews! It gives them proof that their purchase won't be a mistake. Social proof – proof by someone other than the business itself – is a strong weapon and we encourage you to use it in your content calendar. Look at Amazon. Their products have thousands of reviews, which makes it far more valuable and far more worth it to buy for new customers.
Let us look at some other examples of great user generated content shared mainly on Instagram:
Get your audience on board. Talk to your best customers and motivate them to create a good product review, unboxing video or simply a happy picture while using your product or being at your cosy place (café, gym, etc…). Those who love your product will happily help you get it in front of other customers, trust me.
The use of influencers is a trend that has been here for some period of time. Brands work with people who gather an audience that fits their plan. Simple as that. They often collaborate with celebrities who are followed and trusted by millions of people, experts in a given industry, or gamers that record their gaming sessions. If you can find someone who has your target audience, team up!
The fact is that you don't have to work with widely known influencers, pop stars or famous athletes. Find so-called micro influencers who help you reach a smaller audience, but with higher precision. The cooperation won't cost you a fortune and results will follow, as well!
Micro influencers, in most cases, generate higher engagement with their audience and are more passionate about increasing their audience. If you start cooperating with them at the beginning of their journey, your business relationship can grow into something that constantly helps you achieve your business goals and to build a wider (and more relevant) audience.
The best collaborations, nonetheless, are the ones that are natural and not “too obvious”. Give some micro influencers in your surroundings your product, let them play with it and tell you whether they like it or not. Those who do are your best fit. They will happily (and naturally) promote your product within their audience.
In this post we've stressed the strength of your customer base and your audience – motivate them to tell the world about your stuff and let them bring you new business. Find new alliances with micro influencers, let them fall in love with your product and enjoy the fruits of your (hard) work!
If you're wondering where you can get your articles published, so that it reaches a broader audience, we have great news for you: LinkedIn allows you to create and publish articles natively on their platform. Not only can you leverage the wide user base that LinkedIn has, but you can also use their analytics to see how your posts perform.
Like Facebook did with Instant articles, LinkedIn has switched from being a solely networking-based platform, focused on professionals, to a content-based platform that allows its user to educate themselves while spending time on their platform. That's also what both LinkedIn and Facebook (amongst other platforms) desire – to keep you, me and other users on their platform for as long as they can.
Does this feature represent the potential for you to share your knowledge among other people? You bet it does - if “done well”. Let's jump right into how you can publish articles natively on LinkedIn like a pro.
To get started, click the “Write an article” button. Can’t find it? It's right there, have a look:
Isn't this one of the features that has been in front of your eyes the whole time, but remained undiscovered?
Once you hit the button, magic happens. You are redirected to an interface where you can create your native LinkedIn article. Having said that, you can now configure the content: add a headline, background image, write the article, add engaging or educating infographics or other visuals and finally, publish!
We won't leave you without any tips and tricks to get started (just keep reading), but we recommend you play around with this feature to get a better idea of what all you can do.