Suitable Keyword Match Types For Your Google Ads Campaign

Exact match keywords are an efficient brand advertising strategy.

Google is a unique platform where you can offer your products. According to recent Google Search Statistics, Google processes over 8.5 billion product searches per day. In addition, Google has a very relevant advertising service: Google Ads. Users pay for advertising that appears in the search results. 

The focus of Google Ads is keywords. As the name suggests, keywords refer to terms and phrases people enter into a search engine when looking for specific information. So selecting keywords is crucial for your business to grow through advertising. What makes keywords so valuable is that they tell search engines about your website’s page content. 

Get started with Google Ads

To start using Google Ads, you need to select a relevant list of keywords. This list generally consists of words people would likely use when searching for the product. You bid on those keywords by choosing the amount of money you are willing to pay for that ad click. What determines the ad position on the SERP is the quality Google assigns to ads, combined with that bid. 

To begin using Google Ads, follow these steps: 

  1. Define a goal by heading to the Google Ads homepage.
  2. Select keywords list.
  3. Choose your target audience.
  4. Decide on the billing.

Some of the benefits that the Google Ads service provides is that you can target your ads. This allows you to get to people with specific interests, so you can show them ads they are interested in. Another benefit is that you can control your costs and decide on the billing according to your budget. You can also measure success and manage your business campaigns. 

That is why it is so important to choose the right type of keyword when you create your ad. Each type of keyword has its own benefits and drawbacks. You should find out more about them to create a successful campaign.

In this blog, we will see what exact match, broad match, and phrase match keywords are, their differences, and how to use them effectively for content marketing success

Types of Keyword Matches

Exact Match Keywords

Exact match is a Google keyword type of match. When a searcher types a word exactly as the word or phrase you are bidding on, your ad will be shown. As the name implies, the terms you are entering are the exact terms that the searcher is looking for when they’re on Google. Exact match keywords, when used correctly, can have a dramatically positive impact on your paid marketing program. 

For instance, if your search term is “gold bar prices,” and you have that term as an exact match term, your advertisement will only appear if a searcher types in that exact phrase into the search box. If they make any change to it, like, even though they may be similar, as a result, your ad won’t appear.

The benefits of targeting your message using exact match keywords are: 

  • Higher click rate and high click-through rate.

Your ad will be very tight on point and have a much higher click rate, which is very important because it directly affects your quality score. In addition, when you advertise on relevant queries, you are attracting the highest number of people to your offering, achieving a high click-through rate.

  • Lower costs and better ad positions. 

Your quality score, that Google assigns, is going to be high since an exact match lowers the search term-to-keyword ratio. Higher quality scores mean lower costs and better ad positions. 

  • Lower cost per click.

Your cost per click is going to be optimized and potentially lower, as you bid for that exact keyword. This match type lowers the amount of traffic your ad produces significantly, which works great for your budget. An exact match produces such extremely targeted traffic that has the highest chance of converting. A reason for this is that users are looking for the exact term related to the product you’re offering.

You might want to start bidding on exact match keywords if your advertising budget is tight. Using exact match keywords can give you a better revenue on your ad budget. 

However, there are also some downsides to going with exact match keywords. The first downside is that you’re going to have fewer opportunities to be able to serve and add up to your potential audience. Other disadvantages are the low volume and that you’re going to need to have different ads. 

Sometimes, there may be a mismatch between the message and what the search was searching for, which could hurt you and require more work. The compromise solution to that is using dynamic ad units, which Google rolled out a while ago, that can potentially help solve that problem for you.   

Keywords improve SEO

Phrase Match Keywords 

As the name implies, phrase match ensures that you can include a particular phrase in the query. So, let’s say the searcher was doing a question to find the best job posting services in Illinois. That’s the query that the user entered. So, if you set up a phrase match of “job posting service,“ then any search query that includes the exact phrase of job posting service will fire your advertisement. 

The advantages of using phrase match are that: 

  • You get tighter targeting.
  • You exclude a lot of what you would perceive to be garbage queries.

But at the same time, you don’t limit your search volume as much as you would under mapped exact match phrases. So, many times, phrase match can be a happy medium for SEO success

For phrase match to be successful, you need to overlay – terms on the ad group for on at the pain level to ensure that the other portions of the query that the user enters don’t go against your objectives. So a phrase match is meant to be the happy medium between an exact match and a broad match.

Broad Match Keywords

This match type is called broad because it matches your ad with a wide variety of other keyword searches that are similar to yours, which helps you reach a wider audience. An example would be the term “job.“ If that were set to broad match, Google would serve up any queries, including variance of job.

The problem with broad match is that you have your ads served on too many garbage search queries. So what ends up happening is that you spend a lot of money on targeted traffic, and your message will not be on target. On the contrary, you may show up on specific keyword phrases, which harm your brand. 

A positive aspect of a broad match is that it’s an excellent opportunity to get a large number of impressions on your advertisement in a brief period. In addition, broad match phrases sometimes will come in at a much lower cost per click because of their general nature. 

The other benefit is that you can still apply geo-targeting or geographic targeting to the term, further narrowing down who you’re going after, and giving you more control.  

Tips in using exact, phrase, and broad match keywords

The best approach you can do is to use phrase match for most of your keywords with an extensive and well-built term list. 

For those areas that are highly competitive and expensive, where the conversion rate is of critical importance it’s better to use exact match phrases.  

Using broad match keyword phrases should never be applied within a pay-per-click program within Google AdWords. It’s a recipe for disaster.

It is essential to choose the right keyword match type during the PPC planning process. 

In Summary

Google is an excellent platform where you can offer your products. And as Google focuses on keywords to show your ads, Google Ads is a perfect option to make your business grow. 

Deciding on which keyword type to choose when starting your ad campaign for the first time may be difficult. But the good thing is that after some period of testing, you will see what works and what doesn’t for you. Continue experimenting to get a mixture of keyword match types that are convenient for you. 

As a managed service provider, Tempesta Media can take over your paid campaign. Our experienced team can develop a new campaign for you or optimize existing one as a part of your overall digital marketing strategy. Visit our managed services page or contact us to learn more.

Use Custom Content to Grow Your Business’s Important Relationships

Routinely publishing custom content helps you to connect with your audience and grow meaningful relationships as you solidify your brand’s expert knowledge.

Content marketing is about much more than sprinkling a handful of blog posts every so often on your website. It involves creating consistent custom content your audience will find useful, interesting, and valuable.

Understanding the importance of custom content and why it matters to your business

It’s impossible to overstate the importance of using integrated content. Today’s consumers are not interested in generic content; they prefer unique information. Since custom content is branded and specifically tailored for delivery to your established customer base, it’s a powerful strategy for maintaining and growing those valued connections.
  • Consumers crave good content.

Statistics suggest 70% of people prefer to learn about a company through content rather than advertising and 82% “feel more positive” about a company after they read custom content tailored to them. Sixty percent of those readers are inspired to seek out products or services from their custom content experience.

  • Content heightens trust levels.

You’ve probably earned a level of trust with your existing customers, but custom content deepens those feelings of trust. Happy customers tend to give 5-star reviews, share content on social media, and generally express appreciation for their favorite brands. If you can earn this level of trust, your reach increases substantially. In a nutshell, with custom content, you can tap into and connect with a wider audience.

  • Offering something for free builds goodwill.

Offering free information builds goodwill with your existing customers. Focus on what they need. Share your knowledge to offer them solutions. A little free advice can go a long way!

A customer’s journey doesn’t end after a purchase. You want them to return, and custom content is a good mechanism to help keep these relationships blossoming.

Ways custom content drives audience engagement

Custom content offers more benefits than appealing to your audience. It also significantly boosts your website’s SEO, provides links to your pages, and builds a following. All of this helps you improve audience engagement because people know how to find you.
  • Custom content betters your site’s SEO.

The more high-quality content you publish, the stronger your search engine optimization (SEO) will be. Google and other search engines use algorithms to identify content that is useful to readers. Custom content improves your SEO, giving you a much better chance of landing on that coveted first page of Google SERPs which significantly helps drive web traffic to your site.

  • Provides link backs to your website.

Custom-designed blog posts, white papers, and other types of content allow you to integrate links back to your website where you can help customers find your product/service pages and “contact us” page. Rank these pieces of content high enough on search engines and your visibility increases significantly.

  • Increases the number of your social media followers.

Content marketing expands your digital footprint to build brand visibility. When people share your content, you increase your social media outreach. A growing social media following expands your influence, but you have to stay on top of your content game to remain successful. This means consistently delivering engaging and shareable content. If you can do this routinely, you’ll increase your chances for success exponentially.

Ultimately, creating and publishing content that offers consistent value helps set you apart from your competition.

How to see your return on investment with custom content

Generally, it’s five to 10 times more expensive to acquire new customers than to retain existing customers. Those existing customers also tend to spend on average 67% more than new customers. Based on the math alone, it simply makes sense to keep the attention of your existing audience and grow your relationships with them. Focusing on existing customers helps keep your marketing budget down. Not only do you stretch your budget further, but also, if you partner with an experienced content marketing services provider, you can bring your costs down even more. Content marketing costs roughly 60% less than traditional marketing approaches, but generates triple the leads, delivering you a high ROI.

Start your custom content marketing journey today

Paid advertising campaigns are useful, but once your campaign is over, you lose your reach. On the other hand, the benefits associated with content marketing strategies are long-lasting. However, to succeed, you need to provide your audiences with fresh, up-to-date content. Tempesta Media is a content marketing agency that offers a full range of managed services. If you’d like to know more about our content creation services, contact us today.

What Is Branded Content Marketing and How Can You Get It Right?

Branded content as a key to audience connection

Branded content is content designed to deliver the company’s vision and values. It aims to build brand loyalty with the audience at an emotional, interactive level. Often, the content uses videos or other methods to tell a story, resonate with the audience, and create an emotional bond with the brand rather than products. Read on for branded content marketing tips that can take your audience engagement and brand loyalty to new heights.

Why is branded content marketing so effective?

Branded content inspires audiences to connect with an organization’s values. In comparison, content marketing builds relationships between the audience and a company’s products and services. So, both marketing methods work toward specific objectives.

The digital world has grown rapidly as more brick-and-mortar companies move to an online model. This rapid growth of online businesses has created many new challenges for branded content. Such challenges include finding ways to create an adequate supply of fresh content for the growing needs of media sources.

The result is more opportunities for digital branded content and content marketing. Trust in traditional marketing is falling, while the demand for digital content continues to grow. To meet the demand, companies are turning to branded content to engage customers.

Branded content is a primary player in content marketing for 2021 and beyond. A USC Annenberg survey found 75% of marketing professionals would use some branded content.

Branded content is about values, not products

Branded content marketing, when done right, establishes relationships with an audience on personal and emotional levels rather than on a logical level. Its storytelling method is unique in marketing. When a compelling story conveys a brand’s values and vision, readers will remember the company’s values, consciously or subconsciously, long after they finish reading it. It adds meaning to visitors’ experience and creates an emotional connection to instill brand loyalty.

Branded content best practices and resources

Now that you understand what branded content is all about, let’s move on to how you can use it most effectively. For example, it is crucial to ensure branded content ads are clearly labeled. A presentation of clear, engaging content draws the reader into the story and creates stronger brand loyalty.

In addition, you can make sure a visitor has some control over the content, such as by giving them the ability to block it. This sense of control over content can be a big plus for a visitor. They will respond more positively and feel that they have had a better experience.

Best practices

These are some other branded content marketing best practices:

  1. Engage the visitor with compelling videos.
  2. Use videos on social media sites that are focused on the target content.
  3. Create stories to engage the audience and evoke an emotional response.
  4. Strengthen brand loyalty by focusing on the brand rather than the product.
  5. Select the correct social media channel for brand content messaging.
  6. Use storytelling to engage visitors and grow brand loyalty.
  7. Create value with branded content and encourage visitor loyalty.
  8. Develop a buzz about the content for various social media sites.

Expert resources

When you get brand content right, 94% of customers are more likely to show loyalty. Branded content campaigns require planning with a strategic approach. A smart move is to enlist the expertise of an external business partner that can help to:

  1. Create outlines for blogs, videos, social media, and other processes to be used as a blueprint for future brand content campaigns.
  2. Develop an editorial calendar to keep brand content production on schedule.
  3. Create brand content by writing, editing, and preparing content for publication.
  4. Scale content as needed to free up internal staff for other vital tasks.

Three steps to successful branded content marketing

Here, we offer you a step-by-step blueprint for implementing a branded content marketing campaign.

  1. Select the correct channel. Choose your channel before you create the content. Conduct research to determine the best channel with the highest coverage that maximizes visibility and engagement with your content. Some of the many channels are:
    1. Email
    2. Company website
    3. Paid media
    4. Brand advocates
    5. Social media (organic or paid)
  2. Create compelling content.
    1. Content channels grow in step with social media. As a result, the audience for content is much greater than in past years. Strategic planning and development are vital to make content marketing target-specific.
    2. Conduct competitor research to find out what formats will best engage with your visitor and choose a format that makes sense. Some formats to use are:
      1. Videos
      2. Case studies
      3. White papers
      4. Blogs
      5. Infographics
    3. Create the content and revise it. Ask yourself if the content represents your brand. The audience should gain real value from your content so they can understand who you are and have a reason to show loyalty.
    4. How much your brand content is shared may rely on your message, voice, and format. One way to keep your voice synced with your brand is to create a message map that guides you through the content creation process and keeps you on point.
  3. Maximize content visibility.
    1. Develop a promotion plan for the best content exposure. Promote often to build influence both inside and outside the company. Always represent your brand clearly and concisely.
    2. Your company’s employees are an asset. Create engagement with your content among your internal team by:
      1. Make sure all are aware of the new content during company meetings.
      2. Promoting the content on company or employee Facebook pages.
      3. Encouraging team members to follow employee Facebook pages.
      4. Appointing employee brand advocates to create buy-in for your content.

Is branded content right for your organization?

Branded content delivers a message directly to your target audience. The ultimate goal is to connect with the audience and create a strong emotional response. Due to the explosive growth of the digital market, it may be advisable to employ a managed services company to maximize your branded content message.

Digital marketing is a proven way to build a brand that makes website visits more personal and brings the visitor closer. And that is always a winning proposition.

Executive summary

Branded content has become a more significant part of marketing. However, maintaining a relevant brand and establishing what that brand stands for becomes more difficult each year due to increased online competition. Because branded content is so effective, it is expected to grow by nearly $418 billion during 2021-2025 at close to 16% CAGR.

The projected growth of digital marketing shows the strong influence of brand and content marketing. All indicators point to now as the time to invest in branded content.

An excellent resource for branded content marketing is “100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.” This free e-book from Tempesta Media can serve as a valuable reference guide for your journey.

We invite you to contact Tempesta Media and discover the full potential of branded content marketing. Let us show you how branded content can stand out in a crowded market.

How to Attract Clients With Finance Content Marketing?

You can reach an ideal audience with your finance content marketing efforts.

The financial services market is projected to reach $22.5 trillion by the end of 2021, and you can be a part of this 9.9% growth rate by investing in finance content marketing strategies.
 
The financial services industry has already shifted methods in the last five years. The good news is that most of your prospects are already searching online for a financial advisor, meaning that you have an audience, and they are interested. In fact, mobile searches for financial planning have jumped by 70%, according to Google.
 
So, now is the perfect time to attract clients with your financial content marketing efforts. And you’ll be sure to see a positive return on investment.

What is finance content marketing?

Finance content marketing taps into digital marketing strategies and deliverables specifically related to financial services. Some examples of deliverables include blog posts, emails, infographics, social media, videos, and websites that educate your audience. You want to solve their problems with your products and services.
 
Before you can begin to solve problems for your audience though, you must first build a relationship with them. Trust is a crucial part of financial content marketing, as your audience needs to know you are a credible source who they can rely on for something so important as their money.

How does financial services content marketing help your business?

Finances can be scary and intimidating for your audience. Your job is to offer financial tips and ideas that will help your audience better manage their money, and in turn, trust your expertise for future problems they may have.
 
By offering content that’s easy to understand, you’re also building trust in your products and services. You’re establishing yourself as an authority, which directly correlates with higher conversions and better customer outreach. You should be the go-to resource whenever they have any questions or concerns about their financial health or what to do.
 
By doing so, you’re connecting with your financial services prospects and clients in real and direct ways. That direct access allows your prospects and clients to trust you.
 
They begin to see that you’re there to help them every step of the way. That’s a level of trust and commitment that is the basis for long-term commitments and loyalty, which drives revenue at a lower cost.

What kinds of content do you cover with content marketing financial services?

Your financial services marketing efforts cover many areas of content and deliverables. But, you’ll probably start at the basics:
  • Infographics: Helping your audience understand processes and digest information with visuals that are easy to decipher.
  • Blog posts: Quick-hitting articles that answer common questions, address typical challenges, cover relevant industry topics, and offer actionable takeaways to establish value with your audience so they come back for more.
  • Long-form content: Establishing thought leadership and authority in the industry.
  • Customer stories: Showing potential clients how you’ve helped people like them so they have a real-world (and more reliable) explanation of the value you can offer.

Get help

Content helps portray you as an authentic and authoritative voice in the industry. You’ve got the experience and background that your prospects and clients demand, and with content marketing, you can show that to them easily.
 
At Tempesta Media, financial services is one of the core industries we serve. With our managed service solution, we can help you take control over your finance content marketing program to reach and appeal to your audience and start gaining ROI.
 
To learn more about how we can help, contact us today.
 

Medical Content Marketing Services – What is it and why is it important?

Healthcare consumers seek answers online. Medical content marketing services provide a way for you to combine giving them solutions and solving your business goals.

Healthcare consumers are aching for answers. The pandemic amped that up:

The National Institutes of Health (NIH) has kept a steady eye on this. There is concern about misinformation online and related distrust. The NIH found people are flocking to online sources of health information. But they largely distrust non-professional online sources.

This opens the door wide for you to renew a program of medical content marketing services. This promises patients that your information is reliably what they need. It also provides a new way for you to connect with audiences in business-strategic ways.

How do content marketing and inbound strategy converge?

The giants of the Golden Age of Advertising — William Bernbach and David Ogilvy — taught industry creatives to push an idea out to audiences by first considering how they interact with content. This was the genesis of inbound marketing.

Content marketing unleashes inbound marketing strategy. The old “outbound” strategy was a hard push for a single sale. Inbound pulls audiences through the funnel using content to engage audience relationships for lasting results. Healthcare content marketing shares your practice’s online material (blogs, social media, audio, video, etc.) that is not a hard push. It’s there to stimulate interest, convince customers of your brand’s value, and guide them to respond often.

How does content marketing help your medical practice?

Medical content marketing services deliver content that answers patients’ most concerning medical questions. Giving them solutions in an easy-to-understand language is key to your success. Depending on your specialties, produce content that patients will trust about the healthcare you provide. Even the more trusted sources online (WebMD, Mayo Clinic, The CDC) fail at this individualized level people seek.

What are some medical content marketing services tips?

Tips for your medical content marketing services include:

  1. Write to your audience using your voice – professional, knowledgeable, honest, and friendly.
  2. Make the latest research easy to understand. One of your goals is to educate people and help them be more informed about their situations.
  3. Create content for their entire patient lifecycle. This will enable you to help people at any stage of their journey, which will help you get more patients.
  4. Make sure your content is shareable. Today’s consumers communicate on the internet. Make your content easily shareable on social media to broaden your reach.
  5. Use video. Nearly 95% of marketers say that video helps users understand their produce or service better.

How can you develop engaging content?

Your practice’s website needs a blog with content that best serves patients’ needs. Here are a few items to consider:

  • Track questions and common topics your patients have to inspire future content ideas.
  • Consider medical news and what is trending in your specialty to become a thought leader and trusted expert in the industry.
  • Create infographics (great actionable content) that make medical issues easy to understand. Then condense information into an ebook and link it through social media. This multi-channeled approach will help you gain visibility.
  • Don’t limit yourself. Do a guest blog. Do an interview on a podcast. Repurpose old content.
  • Become an influencer. It’s the smaller influencers (micro or niche) that are creating the best ROI.

How can you amplify your content?

You have many avenues to pursue amplification:

  • Healthcare social media marketing is a gateway for your medical content marketing services.
  • Emails are also a powerful healthcare content marketing tool. They personalize messaging throughout the patient’s lifecycle.
  • Push notifications and text messaging carry content directly to patients for maximum convenience.
  • Your online patient portal is a great way to deliver custom content and communications.

Partner with an expert

Embrace inbound strategies with your medical content marketing services program. Thanks in part to COVID-19, the healthcare industry now relies heavily on content marketing to support the needs of millions who are searching for answers every day. Use this to your advantage. Develop an integrated content marketing healthcare strategy for your business growth:

  1. Set goals.
  2. Understand your audience.
  3. Develop content.
  4. Identify channels for promotion.
  5. Implement your plan.

Start right now and download Tempesta Media’s ebook on 100 mistakes to avoid in your content marketing program. For help with planning your healthcare content strategy, contact us to get started.

Everything You Need to Know About Inbound Content Marketing

Inbound content marketing services can help you grow your online presence and capture traffic from your target audience. By leveraging content, SEO, and other strategies, you can achieve growth, automate some elements of your sales funnel, and boost marketing ROI.

Do you remember when Google wasn’t a verb? Searching for information online has become an obvious solution, no matter how big or small the pain point is. For marketers, this habit translates into opportunities to connect with your target audience through inbound content marketing.

What is inbound content marketing?

This type of marketing refers to using content that is valuable and relevant to your audience in order to attract traffic. Through this method, you can grow your audience in an organic manner.

A user who is experiencing a pain point will often turn to the internet to look for a solution. They will issue a query; find a blog post, video, or another piece of content from your organization; and decide to consume this content to find answers.

If the content grabs their attention and delivers enough value, the user could decide to seek your content again in the future. They could also decide to engage with your campaign and subscribe to your email list to receive more content.

With this model, the emphasis is on forging connections that help and delight users. Instead of actively targeting users, you’re letting prospects come to you. They are in control of which pieces of content they want to interact with. This type of self-directed content consumption is ideal for users who want to navigate the sales funnel on their own and for those who want to choose when and how they engage with content.

How inbound marketing is different from content marketing

When discussing content marketing, marketers are referring to any campaign that involves the use of content. Inbound content marketing is a term with a narrower scope.

Inbound vs. outbound content marketing

Content marketing can refer to inbound and outbound efforts. While inbound marketing brings users to you via organic searches, outbound strategies allow you to deliver content to prospects through ads, email lists, and other methods.

Note that some marketing channels can belong to both campaigns. For instance, your social media presence features an outbound component. You’re delivering posts to users who have decided to follow your brand. However, your latest Facebook post showing up in search results can support your inbound efforts.

Organic traffic

Another important difference to establish is that inbound content marketing is an organic practice.

It differs from inorganic practices, like pay-per-click campaigns, that deliver content to users who fit a specific profile or who have been tagged with tracking pixels.

With inbound content marketing, you generate traffic and brand awareness through authentic content. This content aligns with natural search behaviors from your audience.

It’s possible to target this audience by writing about topics that are timely and relevant. SEO is crucial here, since using the right keywords will make your content easier to find for these users. However, your inbound efforts should be mostly about standing out with thought-provoking content that is engaging, delightful, and valuable to your audience.

An integrated approach

Inbound strategies are different from other content marketing efforts, but it’s not something that should exist in a silo.

You can get a better marketing ROI with an integrated approach. Besides, integrated marketing results in a more consistent experience for users.

Inbound marketing is great for capturing searches issued at an early stage of the buyer’s journey. Inbound content allows you to connect with users who are still in the awareness stage.

With strong calls to action, you can convert these users and switch to outbound practices. For instance, a user who finds value in a blog post early in their journey could subscribe to your mailing list. You can then deliver an email series to keep this prospect moving through the consideration and decision stages.

How to use inbound methodology for your marketing strategy

For a successful integrated marketing strategy, it’s important to understand where inbound marketing fits in.

Thought leadership

One of the goals you can accomplish with your content is establishing your brand as a thought leader and agent for change. By discussing the latest industry trends and bringing new ideas to the table, you can connect with influential decision-makers. Plus, it’s a strategy that will help with your link-building efforts.

Brand awareness

Before a prospect is ready to make a purchase decision, they will discover and consume content on their own. Your goal is to cover the different topics prospects would research during this process so that your brand keeps popping up in search results. If a prospect is exposed to more than one piece of content during this early stage, brand awareness and recognition will go up.

Lead generation

Inbound marketing is an entry point for your sales funnel. With the right content, you can capture a click from a user researching a topic. If you deliver value and use a strong call to action, you can turn this click into a lead.

What are the best inbound content marketing strategies?

Let’s take a closer look at the inbound strategies that drive results. Content marketing services can help you determine which of these strategies make the most sense for your organization and help you with implementing them.

Know your audience

Remember that your goal is to capture organic traffic from a specific group of users. Knowing your audience and their online behaviors will help you develop content tailored to their preferences.

Interview, surveys, and analytics collected from your current audience are good starting points. You can establish buyer personas to get a better idea of what the usual pain points are and how these users go about addressing them.

Capture inbound traffic from multiple sources

By leveraging multiple channels to capture traffic, you can create a user-centric inbound marketing strategy that allows prospects to engage with you on their own terms:

  • With SEO techniques, you can get web pages and blog posts to rank higher in search results and capture traffic from users issuing relevant searches.
  • Think beyond web results. Did you know that 60% of smartphone users have used the click-to-call function to contact a business? There are different formats and platforms to consider, including maps results, images, videos, and product results.
  • With zero-click searches on the rise, developing content that appears in featured snippet results can support brand awareness and recognition.
  • A strong link-building strategy will bring traffic from different sources. Establishing your brand as a thought leader will result in more quality links, but you can also leverage guest posts and directories.
  • Keep publishing more content regularly. It’s good for SEO, and it will help you stay relevant as users research new topics. You can audit and overhaul existing content, identify new topics through market research, and create a publication schedule to keep growing your online presence.

Engage your audience…

A successful inbound marketing campaign isn’t complete without some strategies designed to engage and connect with your audience:

  • User experience and design matter. A website that loads slowly or that isn’t optimized for mobile users can result in a high bounce rate, even if you have great content that attracts organic traffic.
  • Use a clear navigation scheme and internal links to encourage users to discover more content once they’ve landed on your site.
  • Make calls to action immediately noticeable. Use strong action verbs, reiterate the benefits you offer, and give users a reason to connect with you without being too pushy or sales-y.
  • Special offers can be a great way to turn an inbound click into a lead, especially if you’re targeting a value-conscious buyer persona.
  • Content marketing best practices call for respecting users’ privacy while still prioritizing personalization. You’ll have to deliver content that is valuable and personalized to justify asking for users’ information.

…And then re-engage

Because buying journeys are becoming more and more complex, you’ll have to implement strategies to re-engage your audience.

With a strong content marketing strategy in place, you can expect repeat visits to your site from users who will want to consume multiple pieces of content. However, you can do more to re-engage your audience:

  • Take advantage of subscription-based channels, like email and social media, to keep users engaged.
  • Determine the most relevant position in the buyer’s journey to introduce a point of contact with a salesperson – for instance, offer the option to schedule a call.
  • Leverage automation to keep prospects moving along the sales funnel, perhaps with email series.
  • Offer personalized content recommendations.

Benefits of inbound content marketing

Focusing on inbound marketing can result in the following benefits:

  • Publishing a steady stream of quality content means more repeat visits and longer sessions. These behaviors send positive signals to search engines. Engagement should also increase.
  • Between inbound links and social media shares, your content will help you reach out to a broader audience.
  • Inbound content marketing is a user-centric approach. It can lead to stronger relationships and a higher lifetime value for your customers.
  • Offering authoritative content builds trust. Loyalty will increase if people know they can trust your brand. Plus, your content will help you become a thought leader in your field.
  • You can automate some aspects of your sales process. You should see your marketing ROI increase as existing content brings in qualified leads.

Get help with inbound marketing

A strong inbound content marketing strategy will help you capture more organic traffic and grow your online presence. Combined with an integrated approach, inbound content marketing will result in a better ROI for your marketing efforts and help you deliver a positive user experience.

From content creation to inbound link campaigns, Tempesta Media offers a managed service solution designed to help you get results. Contact us to learn more about our innovative platform and how we can design and implement an inbound strategy adapted to your unique goals.

What Are the Main Benefits of Content Marketing Services?

Getting some outside help is a viable solution for busy marketing teams. The benefits of content marketing services include reducing your workload, growing your online presence, and more.

With more businesses using digital tools, working closely with outside elements is easier than ever. It allows you to find a marketing service that will become an extension of your team. There are several benefits of content marketing services.

A trusted source of information

More than half of businesses say they have a small content marketing team, sometimes with a single employee. Working with a larger team means getting access to a wider range of expertise.

Industry experts can help you become a trusted source of information. The EAT signal that Google considers for search result rankings will go up. Plus, content marketing experts will increase your marketing ROI with content that keeps readers coming back for more.

You’ll also get to work with SEO experts. They will optimize your content to improve your visibility. Analysts will help you learn more about your market and competitors as well.

Branding and connecting with your audience

One of the benefits of content marketing services is that you’ll get to develop a branding strategy. Your vendor will use this framework to create content with a consistent tone. The result? Content that helps you stand out while improving brand awareness.

With your marketing team able to focus on other important tasks, your content marketing service will deliver a steady stream of fresh content. Publishing new pieces regularly is good for SEO, and it can help with engagement.

Additionally, you’ll get access to different content formats and different channels. You’ll be able to connect with your audience on their preferred platform, including social media. As a result, it will be easier for you to build a relationship with them, as you’re meeting them where they are.

Getting results

A content marketing service will deliver measurable results. You’ll find out where your marketing dollar goes and learn more about what works with your audience.

Lead generation is the most important metric for marketing teams, but it’s only one aspect of a bigger picture. Besides generating leads, content marketing services can help with:

  • Delivering quality content that keeps you in control of the conversation.
  • Offering a positive user experience with content that answers questions.
  • Moving prospects along the sales funnel with actionable content.
  • Developing content that helps prospects move independently through your sales funnel.

Learn more about the benefits of content marketing services

Working with a trusted content partner will enable you to take advantage of all these benefits and more. Tempesta Media is a content marketing partner that acts as an extension of your internal team. We can help you get more out of your online presence with content that converts. Contact us to learn more about optimized content marketing!

A Complete CMO’s E-guide to a Better Content, Social and Influencer Marketing Teams

You may have more control over your content and influencer marketing initiatives if you have an in-house marketing team.

Your staff can also assist you in accurately reflecting your beliefs. On the other hand, internal marketing teams may find it challenging to produce long-term growth. 

We’ve combined all the factors that influence the productivity of your marketing teams and solutions to explain how you can make sure your content strategy produces the best results. 

Using insights from our e-guide, you will be able to:

Our Complete CMO’s E-guide to a Better Content, Social and Influencer Marketing Team can help you get more out of your current content marketing program. In about 15 pages, we will give you the best techniques for managing multiple teams’ departments to make sure your company follows a successful path and produces the most remarkable results overall.

Benefit your business with a social media management company

Social media has become a major part of marketing and networking for businesses. With millions of different corporate pages and profiles across all social media platforms, you need to make sure your company has a strong social media presence to capture potential customers. A social media management company that offers custom services can help you save time while successfully managing your social media networks.

Many entrepreneurs are overwhelmed by social media because it is time-consuming to maintain an active presence for their business across channels. Fortunately, there’s a solution that can help you stay on top of all the competition on social media. 

Social media management companies or social media managed service providers can handle all the processes connected with social media activity for you. It’s difficult to assess the numerous advantages that these kinds of services can bring to your company. Social media management companies can provide support starting in the early stages, such as account creation, and stick with you all the way through to setting up paid campaigns for lead generation.

Creating accounts on social media

A good social media management company can help you create and manage your social media accounts and ensure they stay up to date and relevant. But first, it’s necessary to identify the appropriate social media management channel. Professionals who help craft  your social media marketing strategy from scratch know the latest trends and data, which helps them make an appropriate decision.

Based on the latest statistics, Facebook is the most popular social media for B2C as well as B2B. When creating an account, you should consider a lot of factors. But the first questions a social media management company will ask you are:

Just starting with these two questions, an expert group of social media managers will be able to create accounts on the appropriate social media channels for your business and design an original, custom social media marketing strategy, by using the best social media practices.

Depending on the package option you choose with your social media managed service provider, a good social media management company may also train your internal employees on some social media services. The best part is that they’re always available to take care of any updates or changes needed in your account when necessary. 

Social media is an important part of your content marketing strategy. For that reason, you need to ensure your company maintains a strong presence on as many social channels as possible. Understanding how to develop an online presence and advertise on multiple social platforms has become a vital component of every business’s success, with billions of individuals on social media internationally.

Some benefits of having a social media presence

As a brand, you can reach out to millions of people in a matter of seconds through the power of social media. You don’t have to worry about the overhead costs because social media is your best friend when you’re trying to reach a large audience for a low cost. By using social media for even a small part of your marketing strategy, you can gain a lot of visibility for your brand

The beauty of social media is that it’s constantly evolving and offering new features and ways to interact with consumers. With a social media management company as your business partner, you will be able to see the latest social media best practices in action in the most effective way. 

Social media branding

Branding is crucial since it creates a lasting impression on customers and informs them about what to expect from your business. It’s a technique that helps you stand out from the crowd and state exactly what makes you the better option.

Social media is important to your branding efforts. As you design your social media pages, focus on information and images that strengthen your brand. By answering these kinds of questions, a social media company can create a powerful branding strategy to promote your company on social media: 

  • Who are you? 
  • What do you do? 
  • What’s special about you? 
  • Why should I care about you?

To build a strong brand, you need to have a solid social media presence. If you want people to use your products or services, they have to connect with your brand. 

However, building a brand on social media is not as easy as just creating a Facebook page (though you can learn to do it well). You need to understand the type of content people are interested in seeing. If you are just starting out on social media, It can be challenging for you to figure out and take into account all the small pieces, like the type of content you should be posting to pique your audience’s interest.

Branding is necessary to establish an identity and recognition for your products and services. Your followers and consumers are more likely to buy from a brand that they know and trust, and more likely to stay loyal to a brand they have already developed a relationship with. 

Social media SEO 

Social media optimization, or SMO, is about attracting visitors to your social media pages. It is very different from search engine optimization, but has the same goal of increasing traffic to your pages. 

SMO is considered one of the most important components of marketing today. One key difference between SMO and traditional SEO is the fact that unlike search engine results, social media crawling cannot be automated by software. It is updated almost in real time, making it very difficult for robots to determine when they have updated data.

Content creation for social media

Social media content creation is a more complex procedure than it looks. Your team may not be finding success on their own, as it can be time-consuming and difficult to manage. It also requires creativity and constant attention to social media trends.

Many companies struggle with this aspect of marketing for a few reasons. The most common stumbling blocks in social media content creation are:

  1. Not knowing your audience and their problems and interests.
  2. Not knowing the types of content that work best for social media.
  3. Not understanding the focus of a particular social network and how to identify the right type of content for each social media channel.
  4. Not having a social media editorial calendar in place.
  5. Lack of automation of the content planning and posting processes.
  6. Not using hashtags and other tricks to increase the visibility of published social media content.

Best types of social media content

It is important to know what works and what doesn’t when it comes to using the most popular social media platforms. And, since social media use has increased dramatically over the last few years, it’s crucial that your company’s social media content is top-notch. 

If you want your social media content to work for you, then you should create content that will generate interest and boost traffic to your business. Here are some of the best-performing content types for social media:

  • Written posts, articles and e-guides. These kinds of posts can help you gain credibility and improve your reputation by showing your knowledge within the industry.
  • Curated content. By presenting relevant articles and resources from other sources that you trust, you can share the latest industry updates and provide your audience with a piece of valuable information that you haven’t outlined yet in your own blog.
  • Reviews and testimonials. People value other people’s opinions and experiences over what a company claims, so testimonials and reviews are vital.
  • Announcements. Spreading the word about new goods, events, live streams and other significant events can help generate buzz and keep people informed about what’s going on with your company. Audiences adore getting behind-the-scenes information about their favorite stores and companies!
  • Images. Long-form blogs are far less digestible and compelling than visual content. Smartphone cameras can produce breathtaking images, and various applications make it easy to edit them.
  • Infographics. These are used to accompany explanations, data and other written concepts. Infographics are tops at communicating complex ideas.
  • Videos. It’s convenient to record videos, and they’re highly entertaining. How-to tutorials, video tours, and product updates and demos are all examples of fantastic video content that may improve website traffic and revenue.

The importance of hashtags for social media

Hashtags are words or phrases preceded by the pound sign. When you click on a hashtag, you can see all of the posts on that particular subject. Hashtags help connect content to the person seeking it without requiring them to search for it in a specific app. 

Hashtags can be used in a variety of ways. They can categorize a post to make it easier for others to search and find. They can be used to add a source or location to a post. For example, when posting from an event, you might add the name of the event to provide context. The above scenario wouldn’t necessarily be classified as a chat tool, but could be if the users add that functionality themselves.

An abundance of companies offer social media management services, but there are two main types. One service makes the most of the platforms by creating content and engaging with customers appropriately. The second service helps with your overall social media strategy, whether its focus is on selling or building a community.

Tempesta Media is the second type of company, with full service. As a part of Tempesta Media’s managed service, a team of professionals can create a comprehensive social media content marketing strategy for you, starting with analyzing your competitors’ environment by providing actionable insights and recommendations for their implementation. Our social media professionals can manage your social media production from the moment of account creation, through every step of production and improvement.

Publishing social media content

The internet is a fast-paced world where content is king. If you always want to be known as an industry leader, you will need to make sure you are publishing useful and evergreen content on your social media accounts. But who has the time to go through all of the information you find, make it interesting for your audience and also make sure it is shared in the right way?

Keeping up with content publishing on social media can be a full-time job. With so many posts to schedule and so much engagement to monitor, it can be completely overwhelming. A social media management company will essentially do all of this for you.

Maintain the right posting frequency

Posting frequency is only one part of the equation when you’re trying to get people to click on your posts, and it’s something you should look into when creating your publishing schedule. 

One of the most important steps a social media management company takes is to develop a posting strategy for social media. In other words, what social media channels will your company post to, and how frequently? It sounds easy enough, but it can actually be a bit tricky if it’s overlooked. 

To help you figure out your social media posting frequency, we’ve put together a list of the most popular social media platforms, along with the best recommendations for publishing frequency: 

  • Facebook: 1-2 posts per day.
  • Twitter: 1-2 times per day, but no more than 3-5 times per day. Be careful.
  • LinkedIn: 1 post per business day, which is 20 posts per month. Companies that post weekly on LinkedIn see a 2x higher engagement rate.

Don’t forget about the time

We all know there can never be just one formula for what works and what doesn’t when it comes to the best time to post on social media. It’s unique to each business and its specific audience. 

So, let’s take a look at some general rules of the best time to post on social media to get the greatest reach for your company’s social media accounts:

  • Facebook: Try to keep your post timing between 9 a.m. and 1 p.m.
  • Twitter: Mornings and late evenings are the best times to post on Twitter. Try publishing between 9 a.m. and 11 a.m. or between 6 p.m. and 9 p.m.
  • LinkedIn: Monday and Tuesday from 8 a.m.–2 p.m. Post on Wednesday from 8–10 a.m. and at noon, on Thursday at 9 a.m. and 1–2 p.m., and on Friday at 9 a.m.

When posting times are used correctly, your social media can help you reach new customers and increase sales. Tempesta Media’s platform, along with its social media solutions, specifically its Simple Social Share™ feature, allow you to use one centralized dashboard to create, schedule, publish and optimize social media posts while getting higher ROI and ROT.

Analyzing your social media program performance

It is important to analyze your social media data to see if there are any ways you can improve your use of social media. If you don’t take the time to analyze the data, you will fail to optimize and scale your social media marketing program

The analysis should include data about your target audience, the type of content, the timeline and other factors that are important for your business. The social media management company will focus on finding out what works and what doesn’t, where improvement can be made and new ideas for social media marketing campaigns.

It will take time to analyze your social media program’s performance from all angles. This includes using analytics not only from your own websites, but also from the social media platforms where you are promoting your business. You can learn a lot about your customers by paying close attention to these statistics. For instance, through analytics, you may find that a certain social media platform is not providing you with nearly as much traffic as you think it should be.

Here are some social media program performance metrics that a social media management company will definitely pay attention to while performing the analysis:

  • Engagement (clicks, likes, shares and comments). The engagement rate is frequently used to determine how active your audience is with your social media content and how effective your brand efforts are. Consumers who are engaged interact with brands through behaviors like “likes,” comments and social sharing.
  • Awareness (impressions and reach). Impressions and reach are both critical metrics to evaluate, especially if your social goals are focused on brand awareness and perception.
  • Share of voice (volume and sentiment). Volume and sentiment are two factors that influence how much of a person’s voice is heard. A measure known as share of voice is frequently employed in public relations as well as in competitive research and paid advertising campaigns. It shows how much of the online world your company is involved in. If you’re a Chicago-based surgery clinic, for example, you can see how many people are talking about your business online in comparison to your competitors.
  • ROI (referrals and conversions). Both sales and marketing goals, as well as major business goals, are linked to social referral traffic and conversions.

Final thoughts

You can benefit your business now by hiring a social media management company. A social media management company can help you promote your business, increase your follower count and enhance your target customer base.​

A social media management company can cover everything from social media strategy and implementation to the daily operations needed to keep a profile running effectively. Most social media management operations take a considerable amount of time. This is time you can better spend focusing on increasing revenue and other important aspects of your business while still developing and maintaining your company’s online presence on various social media sites and reaching out to new and potential customers.

Enlisting the help of a social media management company is one of the best decisions you can make for your business. 

100 Mistakes Businesses Make When Starting, Optimizing, and Scaling Content Marketing Programs

100 mistakes eBook – learn from the mistakes of others and get content marketing results today.

Our comprehensive eBook will guide you on the ways of quickly improving content marketing programs. This work is a result of analyzing business’ content marketing programs across financial services, business services, and healthcare industries and discovering common issues that companies typically do. With our recommendations, you will be able to scale up a content marketing program and detect potential issues along with guidance to solve it.

Get the right direction on how to:

 



Get more out of your existing content marketing program with recommendations in our e-book, “100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.” At nearly 70 pages, our e-book contains 100 different content marketing recommendations to help you implement a successful program and generate great results.