With over 4 billion web searches each day, how can you ensure potential customers will find your brand, product or service? When they click the search button, will you appear on page 1 or page 10? Will you appear at all?
1. There are over two billion people online – 38 million of them are in the UK
2. 93% of online experiences begin with a search engine
3. Google owns 68% of the search engine market share
4. 70% of the links search users click on is organic
5. 70-80% of users ignore the paid ads, focusing on the organic results
6. Search is the #1 driver of traffic to content sites, beating social media by more than 300%
7. SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate
8. 75% of users never scroll past the first page of search results
9. The higher the rank position the better on Google: 18% of organic clicks go to the #1 position 10% of organic clicks go to the #2 position 7% of organic clicks go to the #3 position
To read more about the importance of SEO download our Passnote: Unlock The Code For Online Success: Bringing SEO to the Forefront
As of Monday 9 November 2015 we have packed up our press cuttings and have relocated to the centre of Henley-on-Thames:
We look forward to welcoming you to the new offices.
Scan the QR code to add our new address to your contacts.
1. Gain influence within the industry
2. Establish yourself as an expert
3. Improve SEO and traffic to your website
4. Gain insights into your audience
5. Share your passion and discuss emerging trends
1. Increase brand awareness
2. Distribute content
3. Communicate immediately and frequently
4. Improve customer service
5. Build a personal brand experience for customers
6. Utilise customer feedback
7. Create a genuine connection between your organisation and your customers
What better time than now to get social!
1 – Do some keyword research and find out what the most popular words are for your sector.
2 – Set up Google Analytics to track traffic to your site.
3 – Ensure that your website is device compatible and has responsive design features. Tip – use Google’s Mobile Checker to see where you currently stand.
4 – Check that your META titles and descriptions are descriptive and clickable – don’t forget about ALT tags for your images. They are important because they make sure that the content of your site is easy to understand and available to everyone who wants to view or read it.
5 – Add social media sharing buttons to increase the chances of back links. More exposure means a better chance of generating back links.
6 – Don’t scrimp on content. It is recommended that pages should have at least 400 words and have no grammatical errors. Google prefers quality content.
Don’t know where to start? Contact us on 01491 570 970 to find out more…
Some 329 million people around the world are currently reading blogs. A blog can play a pivotal role in shaping your thought process and re-energising your marketing strategy.
In fact, blogs can be one of the most powerful online business tools for any organisation. If managed correctly, a blog can provide deliver opinion to new audiences and allow deeper engagement with your brand.
As our latest Passnote explains, it’s all about finding your voice, sharing your vision and amplifying your message. From commenting on the latest news and developments that relate to your industry, to giving the reader an insight into the inner workings of your organisation, a blog can help build brand awareness and generate interest.
When we develop blogs for clients, we tailor them to suit the needs of each client. We ensure a business blog has an identity that invites readers to fully engage with its content, and we focus on issues relating to the specific business and industry.
Readers will without question switch off from a blog if it reads like a sales script. We place the needs of the audience at the forefront of each blog we work on and we strive to make content approachable, relevant and topical for readers.
Initially, web traffic will come to a blog to see what is on offer . But if a blog is to secure longer term engagement with its readers then high quliaty must be posted on a regular basis.
Finally, there is the matter of SEO. Blogs have been proven to act as a catalyst in reaching out to new audiences, and they should be an integral part of any SEO strategy.
It is down to an infusion of fresh content and keyword implementation into original and quality content. Indeed, there has never been a better time to blog and is something that you really ought to consider adding to your PR and marketing toolkit. It might be one of the easiest decisions you make this financial year.
With a New Year approaching, it seems that video might well be the glue that holds the content marketing strategy together. Video is highly sharable, mobile, and one of the easiest ways to provide information to your audience in an easy, accessible way.
By 2017 YouTube predicts that 90% of Internet traffic will be video. An impossible feat you might say; but consider that YouTube currently generates over one trillion views per year.
Here are some key stats that demonstrate the power of video today to content marketers:
- Nearly 1 in 5 people are watching daily video content to help with their profession
- 7 out of 10 people have a positive opinion of a brand after viewing video content
- 67.3% of companies now use video in their content strategy
- 78% of organisations plan to use more video content in the next few years
Source: Axonn Research 2014
If you are looking to incorporate video into your content, then here are some things to consider
Videos don’t need to just be about a face-to-camera. Use images, graphs, and add text to break up the subject sections. Ensure that the content is unique, compelling and informative.
2. Keep It Short
According to YouTube, audience engagement drops after the first 15 seconds of a video, so unless it is a ‘how-to’ video you really need to watch the clock when it comes to running time. Possibly introduce different speakers to open a new dimension to the audience?
3. The Rules Of Engagement
Remember to focus on a clear call-to-action, enabling you to get a good ROI. Don’t make the content too ‘salesy’ and keep a ‘knowledge takeaway’ at the forefront of the script.
In the UK the key video hosting platforms are YouTube and Vimeo. 60% of video uploads don’t make the most of the description facility. Descriptions are meant to give an overview of what your video is all about so viewers and YouTube’s discovery systems can make sense of the content. Add links to your website and ensure that you have adequate contact details on there.
5. Be Consistent
Keep the videos consistent with the overall marketing strategy and brand focus. Maintain the same visual look and feel throughout for consistency, and don’t think that your videos all need to be graphically lead. Some of the most viewed videos are shot using a simple premise.
Finally, use free video editing tools available like Windows Movie Maker, iMovie, and Blender to add in branding, product images, and even music. Don’t be afraid to provide your audience with a wide range of videos and build up a library, it’ll keep them engaged in your brand for longer.
Public Relations can provide a real boost to the bottom line. Whether it is called upon to develop awareness of a brand, to influence a debate or to drive sales, PR can be a powerful driver of business growth. However, measuring this contribution often proves a challenge to many organisations because they don’t have the right measurement tools in place.
This makes it impossible to gauge the success of PR activity against broader objectives, and identify the return on investment. Indeed, without the right metrics, even those that commit considerable effort and investment towards PR can find themselves unable to demonstrate precisely what it achieves when confronted by the Financial Director or a Purchasing Manager.
Ultimately PR helps to promote, support and defend brands. In recent years there has been much debate around ‘brand equity’ – the measure of a brand as defined by the customer loyalty it commands, the level of awareness it enjoys, and the premium that consumers are willing to pay for its products.
Brand equity may be the most treasured possession for a company like Apple or Coca Cola, although there is disagreement in management circles about how – or indeed whether – a monetary value can be assigned to brand equity.
So, while organisations can measure elements such as customer sentiment, market position, sales reach and product competitiveness through focus groups, dedicated research and customer surveys, it’s hard to measure the value of a brand itself.
It follows that measuring PR activity, which of course makes a strong contribution to brand equity, would be equally difficult. But that’s not the case. The accurate measurement of PR activity is not rocket science, despite unintended efforts of many to confuse the subject.
For example, 2010’s ‘Barcelona Principles’ outlined seven key elements to PR measurement. They observed that “goal setting is important”, that social media “can and should be measured”, and that both “transparency and replicability” are “paramount” to sound measurement. This sounds reasonable, but what does it actually mean for those that simply wish to get a better sense of what their PR is doing for them? Where does one start?
Download our Passnotes and find out how to measure your PR activity.