How to build online Brand Authority

Your business is continually being checked out on-line, whether you know it or not.

It is therefore essential to ensure that your prospects are building a positive image of your business during their due diligence research. That means not relying upon third party web sites, but implementing your own strategy to build Brand Authority.

The five key components of the strategy comprise:

1 Content marketing – demonstrating expertise  and knowledge

2 Social media marketing – encouraging engagement with the business

3 Video marketing – component of content marketing. Excellent for showing personality of a business and client testimonials.

4 Personalised marketing – delivering tailored messages to the right person and the right time

5. Reputation marketing – establishing and promoting review process to encourage customer feedback.

Social Selling – Certified!!! #socialselling

WSI Social Selling Mastery Course

 

Earlier today, Andy Wooles of WSI Chester successfully completed the Social Selling Mastery course and passed its associated certification exam.

With the training spread over 12 one hour instructor-led webinars, course attendees are shown how to integrate the use of social networks such as Linkedin and Twitter into their daily sales routine to build their prospect pipeline, influence buyers and gain competitive intelligence.

The webinars themselves are reinforced through regular homework using the tools, and there is continued access to the webinar materials for 12 months after graduation.

Many B2B sales organisations have found that the performance of teams deploying social selling techniques have significantly exceeded the performance of those using traditional techniques such as cold calling. Major sales organisations like Oracle are training their sales teams worldwide to use the power of social selling.

If you’d like to learn more about how social selling can help build your business, give me a call on 01928 787026.

How will April 21st Google Mobile Armageddon impact your business?

You have probably been receiving emails from web marketers shouting “Beware a belated Ides of March, or April 21st!”

On that date, Google’s latest Algorithms of the Apocalypse will be unleashed to wreak havoc on websites which are not mobile friendly.

Enough of the hype. However Google’s recent announcement about including a site’s mobile friendliness in its ranking algorithms from late April has really kicked the marketing ‘hornets nest’.

Google have never pre-announced such algorithm updates before, and clearly decided to use this opportunity to actively encourage site owners to upgrade their sites.

Unfortunately it has triggered a swarm of hype and misleading techie marketing information.

So here’s some clarity. From April 21st:

1. For searches undertaken from a mobile device (only), when all other factors are equal, a mobile friendly web page is likely to rank higher.

2. But all other factors are never equal (there are over 200 ranking factors used by Google).

3. And Google has not specified what ‘higher’ means. One place, 5 places, …..?

4. Also Google has been penalising sites which provide a bad mobile search experience since mid 2013, as well as highlighting mobile friendly ones in the mobile search results!!!

What is actually new is that mobile friendliness will now be assessed worldwide by Google at an individual page level in real time.

  • worldwide – unlike many updates, it is not being rolled out country by country.
  • individual page level – this is good news as it means unfriendly sections will not cause your whole site to be penalised.
  • real time – again this is good news. It means as soon as you improve the friendliness of a page, you will see the benefit the next time Googlebot visits it.

The real impact of the update will only be known after the dust has settled on April 21st. Before then, through your Google Analytics account, you can check how much of your organic search traffic comes from mobile devices and so potentially affected.

BUT REMEMBER – SEARCH RANKING IS NOT THE PRIMARY REASON WHY YOU NEED A MOBILE FRIENDLY SITE!

It should be to significantly improve the overall user experience of your site visitors using mobile devices, so that they find it easier to navigate, to find the content they need and to make contact with the relevant team.

And to be wowed by your product or service!!

Your objective is to raise conversion rates, with improved Google visibility as a by-product.

Web design through the ages

Can you remember a time before the internet? Or perhaps more recently, when Netscape Navigator was the world’s most popular web browser?

Although the World Wide Web was invented a few years before , it was 1993 before images could be displayed on a web page alongside text!

The web has evolved rapidly over the past two and a half decades. The infographic below from AmeriCommerce provides an excellent insight into the history of web design, and the technologies behind it.

We expect that things will continue to evolve just as rapidly, and that business owners will continue to face the challenge of delivering the best web experience to their site visitors from whatever device.
The History of Web Design

 

5 Steps to Gaining Competitive Advantage

Understanding your online competition is essential when planning your digital marketing strategy and associated campaigns. Without properly researching the competitive landscape, you will be fighting blindfold and with your hands tied behind your back.

This video outlines five important steps to understanding the online competitive landscape and then using that knowledge to gain a real competitive advantage in your chosen market.

 

In summary:

1. Investigate search engine visibility

2. What are the top performing Adwords?

3. What are the top performing keywords?

4. Develop targeted content

5. Engagement and promotion through social media