You are probably on a path to choose the best marketing automation software for your business. In our latest post, we've covered all you need to know about marketing automation when you are a small business owner. Automation is a trend. And every small business can embrace this – it's not just a game for the big players. In order to choose the right tool, there are some things to keep in mind. There is not just one category of automation tools. Some help enterprises with their robust database and multi-channel campaign orchestration, others help small businesses get rid of the daily marketing routine. Let's dig into the 5 features you'd expect to find in your perfect marketing automation software solution.
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! :)
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!
Instagram, one of the most famous social media platforms based mainly on visuals, is currently used by more than one billion users and the number is only growing. That, needless to say, represents a great opportunity to reach the audience you haven't reached yet. One of your marketing goals might be to generate quality leads and Instagram may be the channel you want to use. Now the key question is how to effectively leverage this platform so that you generate valuable leads at a reasonable cost. There are ways.
First of all, you need to consider if Instagram is a channel for you and your type of business. If you can't think of a way to showcase your products or services, show your personal story or share something from “behind the scenes” in a VISUAL way, Instagram may not be a good fit for you. Similarly, if your audience is not present on Instagram, consider other channels for your communication mix. Try to look deeper into LinkedIn or Facebook which represent opportunities to generate leads too.
On the other hand, if you figure out a way to leverage its visual style, Instagram is a great fit for connecting your potential customers with your brand. 62% of people say they have become more interested in a brand or product after seeing it in Stories. That's just one placement. If you effectively leverage all of what Instagram offers, people will love you (and your brand).
Let's finally jump straight into ways to effectively generate more quality leads through Instagram!
To someone who’s already run a local business for some time or someone who doesn’t need the know-how of online marketing yet, it might seem it’s not important to get involved with internet advertising, but that’s not entirely true anymore. Approximately 6 out of 10 people search for local businesses online at least once per week. Search engines have a vast database and almost every business is promoted online. There isn’t a simple answer to the question of what’s the best way to promote a local business online. It largely depends on the kind of business. Not every online channel will help every business thrive.
It’s important to focus on the ideal customer. Who is your business targeting? Is your product valuable for women, men or both? Are teenagers more likely to visit your facility than elderly people? Knowing your customers is the first step to choosing the best online channels to utilize for your business’s promotion.
Being active on social networks pays off in the long run. Customers expect you to be active. It is a sign that your business is performing well so they can rely on your services and products.
If you think about accurate presence in digital space, it often counts number of social media profiles. I think you would agree that communicating and publishing content on social media can be a bit time consuming…or a lot.
This activity is very important, but can be done automatically. The right tools will help you publish posts in just a few clicks. Moreover, at the right time, because within each social network there are different and more effective times in which to contribute to different target groups.
There are hundreds of tools available on the market that offer different features in different price ranges. This article is a selection of several proven applications to help you.
A well-known and easy to use tool for scheduling your social media posts. This should be your starting point for these kinds of apps. Buffer allows you to connect all major accounts and it’s manageable from your smartphone.
Free plan: 3 social accounts, 10 scheduled posts, 1 user.
Pricing: from $15/ month
When it comes to scheduling posts and getting permission to publish, Kontentino is the tool you need.
Free plan: NO
Pricing: from $54/month
An all-in one marketing platform. It offers auto-scheduling so Hootsuite automatically picks the right time to post. It even supports the import of hundreds of social media posts at once, in CSV format. With an easy-to-use mobile app, you can manage your content and scheduling on the go.
Free plan: 3 social accounts, 30 scheduled posts, 1 user
Pricing: from $19/month
If you are focused on Instagram, Planoly should be in your choice. This mobile app will allow you to visually plan your feed, schedule posts and even add stories. You can reply to your comments directly from Planoly and analyze all data.
With CoSchedule you can organize your blog and social media content in one place. Editorial calendar in CoSchedule has a great UI, where you can plan posts by drag and drop.
The former Schedugram is now Sked and is a tool for scheduling and automated adding Instagram Stories. In addition to scheduling Stories, Sked also offers Visual Planning, so you can view the wall and see what it looks like without having to add individual posts.
Free plan: NO
Pricing: from $25/month
The biggest advantage of Postify is that it is free. Only when you need to connect 15 accounts or more do you have to pay $9.99 per month. Although, Postify is not the most visually app-friendly application, it does its job and this makes it a very good tool.
Free plan: Yes
Pricing: from $9.99/month
Probably the best Instagram automation tool. It also offers the ability to publish to other platforms, but focuses on Instagram the most. It offers a mobile app that captures all setup and publishing.
Free plan: 1 account per platform, 30 scheduled posts, 1 user.
Pricing: from $9/month
Even Facebook itself offers a feature to schedule your posts. Just create a post in Publishing Tools, select Schedule and pick a date. It is that easy. There's only a small problem, because it doesn't allow you to publish a post into multiple social media profiles. But still, scheduling multiple posts, as opposed to one per day, can still be an excellent time-saver.
Free plan: unlimited
If you are focused on Twitter, TweetDeck could help you with scheduling your posts. It is an app directly from Twitter. It has some basic features, but it is easy to use.
Free plan: unlimited