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DBC Digital | Plumb Marketing Services
  • Expertise
    • Digital Marketing
    • Video Marketing
    • Website Design
    • Creative Studio
    • Print and Mailing Services
      • Marketing Express Program
  • Work
  • About
  • Blog
  • Contact
    • Free Consultation
    • Refund and Delivery Policies
    • Terms of Service
  • Upload Your Files

Archive for SEO – Page 2

marketing message
Posted by DBC Digital on
 March 31, 2015

Is Your Marketing Message Getting Lost?

 Do you ever feel that your marketing message is somehow disconnected from your marketing activities? You know what your value proposition is, but when it comes to making it work for you across the web and in social media, something is getting lost.

Here are some important action steps to take to ensure your unique message is getting through:

SEO

Effectively bringing your marketing message in to your SEO efforts means expanding your keyword targeting to include more than just your primary keywords. Your goal should be to turn your tagline or Unique Selling Proposition (USP) into context-building factors that will increase your visibility.

For instance you (or your website manager) should be sure to:

  • Add a “value proposition page” the same way you would add a mission, vision, and “about us” page. Of course, you don’t need to call it a value proposition page, but including a page that is called something like: “What Makes Us Different” will ensure a clear distinction between you and your competitors.
  • Use unique Meta descriptions in each of your webpages to ensure that they “talk” to your audience in search engines.  (Meta descriptions are those short sentences that are displayed when the search engines show your website listing.)  Make sure your descriptions describe why you are better.
  • Use Title tags in each of your major web pages (like your home page), and don’t just list your keywords but instead highlight your USP or tagline, like “Connecting Realtors, Agents, and Homebuyers, Hassle-free.“
  • Use “Alt” attributes in images, videos, and other webpage elements that search engine bots can’t read, and also ensure that the file names you use for these images are descriptive and relevant.
  • Use context building keywords as anchors, preferably Latent Semantic Indexing phrases. For real estate, try “home market,” “real estate agents,” and other similar phrases.
  • Include branding messages in every webpage in a uniform fashion; but don’t force them. You don’t want to sacrifice readability. Add a tagline such as “Connecting Realtors, Agents, and Homebuyers, Hassle-free” in the template of every webpage, always in the same position, just like a shopping cart button.

In addition, consider including press releases and other promotional blog posts in your blogging calendar with the sole purpose of reinforcing your brand and proving your value proposition.

Email Marketing

Email continues to play a central role in marketing as a powerful lead-nurturing tool that focuses on expertise and relevance to your reader. If you own a CPA firm for example, then:

  • Show off your core competencies by sending emails that offer tips, tricks, or expert advice. Include personalized ROI calculators or in-depth accounting advice that the subscriber will be interested in.
  • Send only relevant email by ensuring you have as much information about your subscriber as possible. You can include a small part of a lead capture form to ask what your reader is interested in or in what areas of accounting they need help with.  Take their answers into consideration when planning your email campaigns. Also, triggered emails (drip campaigns) are an excellent way of staying in touch with your clients and prospects and we highly recommended them.
  • Highlight both your expertise and relevance when sending emails when focused on calling your readers to take action, such as downloading material, visiting a blog post, or setting up a consultation schedule.

Social Media

If the key to email in internet marketing is expertise and relevance, the focus when it comes to social media is brand “persona” and engagement. Let’s say you own a law firm and you want to increase your presence in social media. You should:

  • Effectively communicate your brand persona to your social crowd. Most law firms are seen as more formal institutions, so for the most part you should portray this approach in your brand persona:  an advisor who is always available to give meaningful advice. Your brand persona ties in to your value proposition, so be clear about your brand and how you want to portray it.
  • When possible, be open and ready to give advice in your area of expertise. Use your social platforms as open discussion areas and turn the conversations into calls-to-action for further counsel as a service. It’s an excellent way to drive social engagement since your fans and followers will appreciate your expertise.
  • Use social engagement as a means to avoid estranging your audience. Since attorneys deal with legal conflicts and issues, many people will view your law firm as a third party trying to settle their legal issues for them. What you want them to see instead is an adviser and partner they can rely on, and social media can help you with that.

 

In summary, there are a number of ways you can get your message out to your best prospects.  Use the suggestions above to help you get a bigger share of your market.

 

Categories : BLOGGING, BRANDING, Content Creation, MESSAGING AND DESIGN, SEO, SOCIAL MEDIA MARKETING
Tags : marketing message, SEO
SEO ROI measurement
Posted by DBC Digital on
 March 5, 2015

SEO Marketing and ROI: Measuring Return On Investment

 

SEO ROI measurementAt DBC Digital in Denver, we know that solid knowledge of your Marketing Return on Investment (MROI) is essential to your Search Engine Optimization (SEO) strategy.

SEO can seem daunting when so many different businesses are all competing for the same audience. Moreover, many of them are using essentially the same keyword structure in their SEO strategies.

So, how can your business stand out among so many competitors?

That depends on a variety of techniques, but one component that all successful SEO campaigns have in common is this:

They track their Return On Investment (ROI).

That way they can compare their data with their sales and marketing activities. As a result, they constantly improve their results and maximize their visibility in Search Engine Ranking Pages (SERPs).

Here are a few ways you can achieve that higher level of Marketing ROI with your business.

SEO Metrics Dashboard

You wouldn’t dream of driving down the interstate without a dashboard telling you know how fast you’re driving, how much fuel is in your tank, etc.

Why would you do that on the internet highway?

The internet is littered with websites that have been abandoned. Perfectly good vehicles that simply weren’t maintained.

If you are investing in a website, you need to know what kind of traffic your web presence generates. A dashboard can provide you with important analytics and  is well worth the time investment.

There are also local marketing experts like DBC Digital that can provide you with professional analysis as well.

Look Both Ways

Once you’ve established a measurement system, find out where your site traffic is coming from. Are your prospects looking for you by your company name or brand name? If so, your marketing strategies will be different than if they are looking for you by your personal name.

Did your site visitors find you by way of a “non-branded” keyword search? If yes, that’s great news.  Non-branded keyword search results are worth their weight in gold in regard to your SEO marketing. It’s a good indication that you’re on the right track with a high ROI.

Hard-top or Convertible?

Once you understand how a business finds your site, what happens next? Do you have a way to determine what pages your visitors are reading? How about being able to determine your conversion rate (in other words, how often does your site visitor take the action you want them to take)?

You can adjust your site to improve both where your visitors land, what pages they visit and what pages they are on when they leave your site.  This knowledge is essential to improving your conversion rate.

Gas AND Electric

While most of your clients and customers will eventually contact you by phone, there are tools available to track how they originally became aware of you and other tools to help you stay in touch with them after they have visited your site.

You can then add these new prospects to your existing marketing tools such as email campaigns, newsletters, white papers, etc.

Summary

Your higher Return On Investment is dependent on your use of all the tools available to drive your SEO vehicle towards success. There really is a lot of competition for the same traffic through SEO. It takes attentive maintenance and care to keep rolling toward success.

What do you do to keep your website moving in a positive direction? Please let us know in the Comments section below.

Categories : INTERNET MARKETING, SEO
Tags : mroi, return on invetment, roi, SEO
Optimize your blog
Posted by DBC Digital on
 February 20, 2015

Your Business Blog’s Marketing Strategy: 6 Critical Ingredients

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Categories : BLOGGING, SEO
Tags : blog, blogging, marketing, SEO
Optimize your blog
Posted by DBC Digital on
 February 15, 2015

Your Business Blog’s Marketing Strategy: 6 Critical Ingridients

Optimize Your Business Blog’s Marketing Strategy

Optimize your blogAccording to HubSpot, 25% of marketers say that their company blog is “critical” to their business.  

You need to optimize your business blog’s marketing strategy.  Business blogs engage and attract potential clients as well as current customers because they address their interests, needs and problems.

What better way to reach your target market than to give them the information they’re looking for?

But the question we get all the time is:  How do you get these people to read your business blog posts?

1. Write for people

Having your business blog be found on-line (SEO) is a balance between getting ranked by the search engines and getting read and shared by your customers and prospects.  What this really means is that your blog strategy should be centered around content that is written for people.  People, after all, are the ones reading and sharing it, and this is ultimately what gets the search engines to pay attention to you.

Ask yourself—who is your business blog speaking to?  What kind of content will answer their needs?  What keywords are these people using to find you on the web?  How can you tell your brand’s story in an engaging and compelling way?

When you demonstrate interest in helping your readers with their questions and challenges,  they will  start to read and share your posts.

2. More than keywords

Optimizing your business blog involves more than just adding keywords.  Most inbound marketing pros understand how to add keywords, and it doesn’t necessarily make their blogs successful.  If you really want to boost readership (and the website traffic that comes with it), keep these key points in mind:

3. Don’t forget social media

Blogs that are social media-friendly are characterized by content that is:

  • Updated
  • Easy to share
  • Reader-centric

We might add that blogs optimized for social media are also responsive to user feedback.  If, for instance, you’re linking to your blog on your social media accounts (and of course you are), you can easily take the comments you get from fans and followers and incorporate them into your next blog post.  You can use your readers’ responses, thoughts and questions as inspiration for your next blog topic.  This is a great way to create content that your readers want, in real time.

4. Look inward for ideas

One of the best ways to optimize your blog is to tap into the endless stream of ideas from inside your company.  Why?  The stories that come from your day-to-day operations are your brand story—your authentic voice.  What happened this week that you can share with readers that will reinforce your message?  Examples might be experiences with customers, internal memos and meetings, and interactions with your local community. All these things can produce interesting and compelling content.

5. Look outward for ideas

What are your clients asking you about?  What questions are are being asked and answered by members of your target interest groups on LinkedIn?  These are simple ways to get a feel for what’s important to your readers.  You already know the answers.  Just include them in your blog articles.

6. Set the pace

Simple steps make a big difference.  While it’s important to post regularly, don’t set a schedule you can’t maintain.

Nothing is worse than a client coming to your blog and finding that your last post was from six months ago.  Set aside some time during the week (even Saturday mornings) when you’re schedule is not overwhelming.

Write at least 300 words (usually a couple of paragraphs) answering a question that you heard that previous week.  Then post it.  Do that once per week and make it a habit.

Before you know it, it gets easier and easier and you’ll be more popular with Google and your customers!

 

Categories : BLOGGING, SEO
Tags : blog, blogging, marketing, SEO
DBC Digital tips for better SEO in 2015
Posted by Plumb Marketing on
 February 4, 2015

SEO STRATEGY: SIX KEYS TO SUCCESS IN 2015

DBC Digital tips for better SEO in 2015

Improve your SEO in 2015

Update Your SEO Strategy

2015 is here, and there have been a number of changes in search engine ranking systems lately.  Follow these tips and keep checking with us for the latest changes and SEO trends throughout 2015.

First, an important stat:  According to Business-2-Community, 70 percent of the web links searchers follow are “organic,” as opposed to clicking on paid ads.

That means bringing your website to the top of the search page using effective SEO approaches is essential to your ongoing success online. As you update your SEO tactics, keep the following tips in mind:

1. Be mobile-friendly.

According to Google, people are spending 15 hours or more each week searching the web on their mobile devices. Having a website that is mobile-friendly can improve your search engine rankings and boost revenue. If your site is not mobile-friendly, make those improvements now.

2. Remember that keyword ranking isn’t everything.

Search engine rankings are important, but only when they translate into revenue for your company. Brands should look at both keyword rankings and ROI as they evaluate campaigns in 2015 and beyond. Likewise, brands should also make sure that they are targeting the right keywords. Targeting long-tail keyword phrases that are more specific and have less competition, as opposed to shorter, more generic keywords will be easier to rank for and bring you more of the visitors you want.

3. Put more focus on social media.

In the beginning, social media networks were just another outlet for your content. However, as time has progressed, these channels have become an important component of successful marketing campaigns as well. As you revise your SEO strategies, remember to allocate a portion of your resources to the social media platforms (LinkedIn, etc.) that are best in reaching your target clients and your SEO efforts.

4. Write what you would want to read.

In the past, SEO experts have spent a great deal of time decoding search engine algorithms and devising SEO tricks in order to manipulate rankings. However, with each Google algorithm update, these tricks become less and less effective. From the beginning, the goal of all of Google’s algorithms has been to find the best, most relevant content for its users, and this goal isn’t going to change. Instead of trying to outsmart the algorithms, spend your time creating valuable content that will move to the top of search engine results on its own.

5. Learn about “Pigeon” and It’s Impact on Local Search Results.

When it comes to search engines, Google is still king. During 2014, Google implemented its latest algorithm update, which was called “Pigeon.” Pigeon focuses on local search rankings.  As an example, until recently, searching Google and then searching Google Maps often provided different results for the same phrases.  This inconsistency changed after the roll-out of Pigeon.  If you haven’t already done so, take a look to see if  Pigeon had any impact on your site’s rankings.

6. Don’t build links just for links

Traditionally, link building has been an important component of any valid SEO strategy. However, there are a number of reports in the last year that have concluded that building large quantities of links to your site is no longer an effective method of increasing your visibility online. Quality and highly relevant sites linking to you are now much more valuable than sheer numbers of links and are where you should focus your time.  These links come because you are posting the kind of content that other site owners want to share.

Summary

Keep your website at the top of the search pages using effective SEO approaches and your online success will improve.  As you update your SEO tactics, keep the above tips in mind.

As always, if you are looking for help or advice to improve your marketing efforts, give us a call.

Categories : INTERNET MARKETING, SEO, STRATEGY
Tags : better website ranking, SEO
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