by Fronetics | Oct 17, 2019 | Blog, Marketing, SEO
Search intent looks at the ‘why’ behind a search. If you’re looking to improve your website ranking, here’s how search intent affects SEO.
Highlights:
- If you truly want to rank at the top of search results, you’ve got to shift your thinking in terms of topic clusters.
- Think about your buyer personas. What kinds of queries they’re typing into Google – not just the actual words but the intent behind the keywords?
- Then start creating content to answer those questions in different formats like video, blog, and infographics.
Video transcript:
I’m Elizabeth Hines from Fronetics, and today’s topic is search intent and how it affects SEO.
I keep saying that trying to rank for certain keywords is a really outdated method of SEO. If you truly want to rank at the top of search results, you’ve got to shift your thinking in terms of topic clusters. And you should develop those topic clusters based on something called search intent.
Now search intent is the why behind a search query. What that means is why did the person conduct this search in the first place. There are 4 types:
- Informational: when a user is searching for specific information.
- Navigational: when a user is looking for a specific website
- Transactional: when a user is looking to make a purchase.
- Commercial investigation: when a user is researching products or services but they’re not yet ready to make a purchase. They might be looking for reviews and comparisons.
So, how can you optimize your website to better serve search intent?
Think about your buyer personas. What kinds of queries they’re typing into Google – not just the actual words but the intent behind the keywords? Are they trying to solve a problem, like, how can I extend battery life on my forklifts? Are they trying to understand how new federal regulations or mandates might impact their business? Or, are they trying to budget for a new solution and researching pricing?
The next step is creating content to answer those questions. Try answering the question in several different formats — long-form content, blogs, video, infographics. Creating this like of content with search intent in mind is more likely to get you ranking higher in Google search results than thinking about individual keywords and phrases.
For more information, visit us at our website at fronetics.com.
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by Fronetics | Oct 1, 2019 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Consumers are more likely to trust content generated by their peers, which means higher conversion rates at a lower cost for your brand. Is your brand benefitting from user generated content?
Highlights:
- User generated content is content created by users of a specific brand or on a specific platform.
- Images and video of real people using your products or talking about your services will create trust and loyalty for your brand.
- Don’t be afraid to engage with your audiences over social media, respond to comments, and answer questions.
Video transcript:
I’m Katie Russell, a marketing strategist here at Fronetics, and today I wanted to talk to you about user generated content. Also known as UGC, user generated content is one of the hottest topics in digital marketing right now, but there are many businesses that don’t know how to use this tool to their advantage.
Let’s start with the basics.
What is UGC?
User generated content is content created by users of a specific brand or on a specific platform. It’s highly effective and comes at little or no cost to your business.
With that said, a lot can qualify as UGC including: comments on your blog, testimonials on your website, social media posts, blog articles, videos, Instagram stories, The list goes on and on. What it comes down to is that UGC is really any form of content that comes from a customer or a user.
So, what are the benefits of UGC?
Authenticity
We know that consumers are more likely to trust content generated by their peers, which means higher conversion rates at a lower cost for your brand. This also means the content is authentic and genuine reviews from buyers. Does it get any better than that?
Inexpensive
Since your brand is not generating the content, you don’t have to invest in the time and resources to create it.
What’s hot in UGC right now?
Visual content
Visual content is by far the most popular among audiences, so visual UGC is a no brainer. Images and video of real people using your products or talking about your services will create trust and loyalty for your brand.
Snackable content
We all know that the attention span for content is extremely short these days. When reposting UGC, focus on short, funny and positive content. Content that leaves users feeling informed and entertained will perform best for your brand.
Enlisting influencers
Whether it’s a famous celebrity or a micro-influencer that’s respected within your industry, brands involving influential people in their marketing campaigns can expect higher ROI from UGC.
Don’t forget to follow-up
Once you’ve grabbed the attention of your community with a successful UGC campaign, it’s up to you to capitalize on the momentum. Don’t be afraid to engage with your audiences over social media, respond to comments, answer questions. Have questions about starting a UGC campaign as a part of your digital marketing strategy? Visit us at fronetics.com.
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by Fronetics | Sep 24, 2019 | Blog
Although content is extremely important, it’s only effective if it gets in front of the right audience. Here’s everything you need to know about content distrubution.
Highlights:
- Content distribution is the act of promoting content to online audiences in multiple media formats through various channels.
- Don’t fall victim to the “spray and pray” strategy where you post every piece of content anywhere and everywhere to increase the chances of achieving your desired results.
- Kick things off by looking at how each channel you want to use matches with the audience, your goals, and the priorities outlined in your overall content marketing plan.
Video transcript:
I’m Katie Russell, a marketing strategist here at Fronetics, and today we’re going to be talking about content distribution 101.
Content distribution is a term that’s often thrown around in marketing circles without any specifics attached. Given the growing popularity of content marketing, brands run the risk of having content lost in the shuffle. Here’s what you need to know to start implementing a successful content distribution strategy.
What is content distribution?
First off, what is content distribution? Content distribution is the act of promoting content to online audiences in multiple media formats through various channels.
There are three main components in the process for enabling your brand to build (and grow) communities of loyal, engaged consumers:
- Evaluate your distribution options
- Develop and document your strategy
- Promote your content
Evaluate your distribution options
Let’s start with evaluate your distribution options. Don’t fall victim to the “spray and pray” strategy where you post every piece of content anywhere and everywhere to increase the chances of achieving your desired results. You want to make sure your content is getting in front of the right people, with the right messaging.
Whether you are new at content marketing or a seasoned expert wanting to make the biggest splash possible, you need to decide which channels make the most sense for distribution. Some channels are more appropriate for your content than others, so you want a clear understanding of the unique value proposition of each, and how strongly those benefits align with your audience, brand voice, and goals.
Develop and document your strategy
Once you’ve generated a list of the most viable distribution options, building a strategy is the next step. Kick things off by looking at how each channel you want to use matches with the audience, your goals, and the priorities outlined in your overall content marketing plan. Resources and content types will help establish your editorial strategy. Make sure to document the details of your distribution decisions, so the information can be referenced easily, updated as necessary, and shared throughout your company.
Promote your content
Simply posting your content and waiting for your ideal audience to magically discover it won’t cut it. Make sure you are:
- optimizing your content with keywords, backlinks and calls to action
- repurposing and repackage top performing content
- consider sponsored content on social media sites
Want more information on how to successfully implement a content distribution strategy? Visit us at fronetics.com.
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by Fronetics | Sep 5, 2019 | Blog, Logistics, Marketing, Social Media, Supply Chain
Instagram Stories offers paid advertising delivering targeted content to B2B buyers and building brand awareness with potential customers.
Highlights:
- As the number of people using stories has grown, so has the number of businesses using the format to connect with their audiences on social media.
- As more people browse Stories, you can show your ad to the maximum number of people possible using this format.
- You can get more eyes on your video content by posting videos on Instagram Stories.
Video transcript:
I’m Elizabeth Hines from Fronetics and today’s topic is paid advertisements on Instagram Stories.
Instagram Stories are the latest social media trend. As the number of people using stories has grown, so has the number of businesses using the format to connect with their audiences on social media.
Story ads represent an alternative to News Feed ads, which, though still effective, had lost a bit of novelty. Here are 3 reasons to start using Instagram Story ads:
1) Brand reach: As more people browse Stories, you can show your ad to the maximum number of people possible using this format.
2) Traffic and conversions: Send more people to your website, where they can convert to a lead.
3) Video views: Stories are a great platform for video. You can get more eyes on your video content by using it in this channel.
The rise in popularity of Instagram Story Ads tells an interesting, ahem…story. People are interacting more and more meaningfully with brands on their mobile devices and they increasingly want to do so in a format that is easy, convenient, and engaging.
If you want help setting up your Instagram Ads, visit us at fronetics.com to learn more.
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by Fronetics | Aug 27, 2019 | Blog, Content Marketing, Current Events, Marketing, Social Media
Social media growth slowed for the first time, but marketers are still set to increase budgets in 2020. Here are three reason why they’re sticking with social.
Highlights:
- Social media promotes engagement, and can be used to reinforce ads and boost their performance.
- Brands can continually test campaigns on their platform, get immediate results, and scale successful outcomes.
- As followers like posts and engage with them, they help marketers build customer profiles and increase organic reach through shares and comments.
Video transcript:
Hi, I’m Elizabeth Hines, Creative Director at Fronetics, and today’s topic is 3 reasons why digital marketers are sticking with social.
Digital marketers have been using social media to deepen customer relationships and drive measurable business value. And social media investment remains high. If fact experts predict spending on social media marketing will increase over the next five years. But social media is not delivering on the goods. In fact, social media growth slowed for the first time this year since it started.
So why are digital marketers sticking with social?
1. Engagement
Traditional marketing methods have inundated the market. Consumers are exposed to 4,000 to 10,000 ads a day, most of which flash on a screen as an inherently passive activity. Social media, however, promotes engagement, and can be used to reinforce ads and boost their performance. Consistently publishing to your social media channels results in your brand remaining top of mind when a potential buyer is looking for your product or services and gives you accessibility to engage with audiences that are interacting with your social posts.
2. Cost
Marketers’ goal is always to capture leads and connect directly with prospects. Social media is a platform that companies can control at a relatively low-cost to operate. Brands can continually test campaigns on their platform, get immediate results, and scale successful outcomes. Whether it’s to network with industry professionals, provide customer service, or influence potential customers, social media provides a free, easily accessible way to do so. And more and more customers are expecting to be able to communicate on social media.
3. Mobile
The future of customer engagement is mobile. Social media, with its visual content and short text, is ideally suited for mobile engagement. Prospects engage with social media throughout the day due to its short-form nature, making it more likely you can connect with them. As they like posts and engage with them, they help marketers build customer profiles and increase organic reach through shares and comments.
For more information, please visit our website at www.fronetics.com.
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