Excluding entire channels like the networking giant Facebook from business-to-business marketing is careless and not the right way. Because Facebook also provides one for B2B marketing effective marketing channel dar. If the largest social network in the world, with 32 million users in Germany alone, all target groups can be found there. Through efficient Targeting and a well-thought-out advertising strategy, you as a B2B company can run successful Facebook ads!
In this blog post we will show you why B2B Marketing works and what you need to consider when creating your own Facebook page and Facebook Ads.
Many marketers agree that B2B marketing via Facebook doesn’t work. One of the reasons given is that customers have a longer purchasing process because they usually involve high-priced products or services. But this is exactly why B2B marketing on Facebook makes sense, because a regular presence on Facebook can A basis of trust with potential customers can be created. In addition to convincing facts, a long-term basis of trust also plays an important role for decision-makers. This basis of trust can be achieved through a regularly used and active Facebook page.
Another reason is that the target group is not represented on social media networks, but only, if at all, on platforms such as LinkedIn or XING. At close 32 million active users in Germany This may not be true for every B2B company. In addition, relevant decision-makers from B2B customers also spend a lot of time on Facebook and can be contacted cost-effectively through Facebook Ads. The justification that Facebook users are only active there for private reasons and not to consume business content is therefore not entirely correct. Because Facebook users are reacting more and more openly to company content these days and interactions between companies and users are constantly increasing.
In addition to the large selection of target groups, Facebook also has the advantage that, compared to Google, there does not have to be an explicit interest in the product or service. Facebook uses advertisements to awaken this Need and alerts users to the problem that may exist while offering a solution. This means companies can achieve the goal of brand awareness, i.e. attracting initial attention. About the first Brand Awareness To achieve this, the target group selection is filtered according to the user’s interests. This means, for example, users who have shown interest in social media marketing. Interest is visible, for example, through membership in a social media marketing group. They usually don’t know anything about the company’s existence and are being made aware of the service for the first time.
The following graphic shows The most important social media platforms in 2019 for B2B and B2C companies in comparison (Those). Facebook already has the largest share in the B2B sector at almost 50%. LinkedIn is only 30%, followed by Instagram at 9%. Among B2C companies, Facebook is in first place with almost 70% and LinkedIn is in one of the lower ranks with just 4%. It can be seen from this that Facebook already plays an important role for all customers and companies and for the logical reasons that have just been mentioned, among others.
It’s generally in marketing It is not a question of the network, but rather the approach, targeting and strategy that are crucial. This shows you whether the advertising measures are successful or not. Companies in the B2B sector should definitely integrate Facebook in marketing and, above all, in terms of communication.
Marketing on Facebook works in two different ways. Once over the own Facebook page and organic posts (social media engagement) seen by the site’s subscribers. Or as paid advertisementswhich target the target group broadly or specifically, regardless of whether they already know the company or not.
If you have the opportunity to create a Facebook page for your business and this provide regular care, you should definitely do this. Today, interested parties no longer only find out about a company on Google, but also in the media. If your company is not yet represented on Facebook, you will lose a lot of interested parties.
Facebook users also use the platform to ask questions that may be the final step in the purchase decision. For many people, finding contact with a company on Facebook is much more pleasant and easier than searching for an email address or phone number on the website. A Facebook page also allows you to have direct contact with potential customers. This means that you receive honest feedback about your offer via comments and reactions and can implement this directly into your products or services.
Important when maintaining a Facebook page: Publish regularly provide new and interesting content for your subscribers. A good rule of thumb is: two posts per week and a maximum of one post per day. This means your fans are neither annoyed nor bored by your content. Another rule that you must keep in mind is that your posts should only consist to a small extent of self-promotion of your products or services. Approximately 20% of the postings should be your own advertising and the remaining 80% should provide added value to subscribers. The added value includes, for example, content about the market, competitors, holidays, everyday things and much more.
Advertisers on Facebook have a lot of influence on who sees the ads and where they are shown. That’s why it makes sense to deal with this in the B2B sector too. The precise targeting of the target group by age, interests, profession, general Facebook activities and much more, enables specific target group targeting and drastically increases the chances of success. When defining the target group of a campaign, you can, for example, specify that only managing directors, owners, CEOs or similar should be addressed. This will arouse initial interest.
By using one Custom Audience, companies have the opportunity to use existing customer data. The data such as email address, name, etc. is given to Facebook and the advertisements are shown to these people. For example, the data comes from a newsletter registration and when these users then see an ad, they are reminded of the company again and may make a purchase decision. With these data sets you can also create a so-called Lookalike Audience create. The corresponding target group is based on the existing data and then shows the ad to users who have similar interests.
This Advantages As a B2B company, you have the following to place your own Facebook Ads:
It also makes sense in the B2B sector Use Facebook for advertising purposes. It is important that success or failure is primarily determined by knowledge of your own target group. If you don’t know your target group enough, you won’t be able to use Facebook’s targeting efficiently and will therefore reach the wrong users.
In general, companies must always keep in mind that they… Even in the B2B sector, communicate with people and not with companies. However, you should not forget that Facebook is only an important part of the communication strategy. The customer journey should definitely not end here.
We as Facebook Ads Agentur We are available to answer any questions you may have about Facebook Ads and social recruiting for your company and will be happy to help you get started with your own ads!
Many advertisers speak out against Facebook marketing in the B2B sector because the customers are companies and they are not represented on social media. However, in the vast majority of cases this is not correct. Because B2B decision-makers are also people who are on Facebook after work. And just like other users, they are open to communication and interaction with companies.
If possible, integrate both options into your business strategy. Since many people look for companies on social media networks these days, it would be disadvantageous not to find them there. Facebook Ads also offer very helpful targeting options.
The targeting option depends on the goal you want to pursue through social media. If you want to spark initial interest, you should filter by interests. However, if you want to reach specific people, then it is best to use Custom Audience to achieve your goals.
In this blog article we provide you with one extensive checklist, with which you can successfully advertise on Facebook without endangering your profile. The checklist is specifically aimed at Advertisers starting from scratch and do not have an advertising account, Instagram account or Facebook profile.
We will go through the creation and creation of the advertising account and business manager step by step with you so that your account is not deactivated or ads are rejected.
Invite high quality profile picture with good resolution, in which your face is clearly visible. A single photo or portrait of you is best. A good profile picture ensures that your profile looks real and avoids rejection from ads or future bans.
Add one Job/business description in the profile or the bio section. This way, all profile visitors learn more about you or your company and Facebook does not assume fraudulent activity.
Complete the sections Workplace, university, place of residence etc. to make your profile more informative.
Send initial friend requests to acquaintances, colleagues and family members to build your social network. You should do these friend requests only to real profiles send.
Like Facebook pagesrelated to your interests or business to receive relevant content.
Join groups that relevant to your interests or your company are to exchange ideas with other users.
Write an introductory post, for example about your first day on Facebook, to create a vconnection to your friends and followers to produce.
Run the Profile verification by verifying personal information in the Facebook Account Center and providing ID if necessary.
Check the content of disapproved ads and correct possible errors. Make sure the adn no misleading or discriminatory content contain.
If you have a Facebook advertising account, there are several ways you can tell that it has been deactivated. This can sometimes happen too even though you haven’t done anything wrong in your advertising account. But how can you recognize a deactivation?
Initially will be with you No more ads shown on Facebook. When trying to create an ad, a Error message will appear stating that your account is deactivated. You will also face an error message while accessing your account. This message usually reads:
“Your account has been disabled due to violations of our advertising policies.”
In some cases, Facebook will send you one News, which confirms the deactivation of your account. This message will normally by email or about the Facebook-App transmitted.
If your Facebook advertising account has been suspended or deactivated, it is important to to act quickly. The more time passes, the more difficult it becomes to recover your account. First, you should try Contact Facebook supportto find out the exact reason for the blocking.
To do this, go to Facebook’s Business Help Manager. There you have the opportunity to describe your situation. Often the cause is either a technical error or a possibly misinterpreted advertising policy. Once you have the Know the reason for the blocking, you can respond appropriately and possibly have your account reactivated. This way you can start running ads on Facebook again as quickly as possible.
With this checklist you are well prepared Place ads on Facebook while ensuring that your profile is not associated with fraudulent activity and is not at risk of future suspension. Note the Facebook policies and follow the recommended ad settings to launch a successful advertising campaign on Facebook and achieve your goals. If you have issues with disapproved ads or suspended accounts, you should contact Facebook Business Support. Here you can get help solving these problems so that your advertising account is not completely blocked. By strictly following this checklist and avoiding unusual activities, you will build a trustworthy advertising account in Business Manager and unlock the full potential of Facebook.
Do you need help creating your Facebook Ads? As an agency with many years of expertise in social media marketing, we would be happy to support you with your advertising campaigns on Facebook, Instagram, etc. We look forward to getting to know you in a non-binding initial consultation!
If your Facebook advertising account has been blocked, you need to act quickly. The longer you wait, the harder it will be to reactivate your account. Contact Facebook Support to find out the reason for your account being suspended. In the Facebook Business Support Manager you will find a form for contacting us.
The most common reasons for deactivation are violating Facebook policies, not verifying your account, and providing incorrect payment information. Suspicious activity can also result in a ban, so it’s important to be well aware of Facebook’s policies.
There can be various reasons why advertisements cannot be displayed. The advertising account may be disabled, there may be restrictions on the account, or there may be a violation of advertising policies.
SEO checks are the first step in the right direction. These are tools that check the quality of your website and show possible improvements, especially in the areas of content, technology, and backlinks. What are the advantages of such SEO checks? Read more about what you need to know and what you should pay attention to when using it in this blog post!
An SEO check is the TÜV for your website. What is going well and where should urgent improvements be made? Appropriate tools will give you quick access Feedback on the optimization status of your website and draw your attention to possible suggestions for improvement. But how exactly does the check work? Your website will be checked based on three categories: On-page, off-page and user-related optimization.
Die On-page optimization includes all measures on a website that aim to achieve better rankings in search engines. Therefore, on-page optimization includes both content-related and technical measures. The Off-page optimization refers to actions taken outside the website, such as link building. In addition to social signals, the number and quality of backlinks (link structure) are crucial. Backlinks are links from other websites to your own and are evaluated by search engines as a criterion for the relevance of your website.
Another criterion is the user-related factors This includes the bounce rate, the length of stay, the conversation rate, but also the click depth and the click rate in the SERPs (Search Engine Result Pages). To achieve full points here is an optimal one Usability of your website crucial. Therefore, when optimizing and creating websites, keep not only the search engine in mind, but also the UX (user experience).
The importance of regular SEO analyzes is actually obvious: If you want your website to be visible, you can’t avoid search engine optimization. Only the companies that are at the top of the search engine rankings will perceived by potential customers. SEO is therefore your chance to have improved visibility higher conversation rate and thus maximize your sales in the long term.
An SEO check identifies where your own website is hindering your success. He identifies ranking problems and shows need for action on. You will find out what ranking your website achieves on Google or other search engines (Bing, Yahoo & Co.), how relevant it is for them, what technical problems occur, what quality your backlinks have, what possible causes of bounce rates exist and how you can Compare yourself to your competition.
Let’s take a look at some of the most common functions of an SEO tool. One of them is, among others Keywordrecherche. This gives you information about which keywords are most frequently searched for your content and how often users make these search queries over a certain period of time. What do you do with the results? Use the keywords to optimize your content according to you. This is the only way your target group will find your content.
In addition, SEO tools perform a Ranking-Analyse through. This gives you an insight into which websites achieve a good ranking in which categories and rank ahead of your website. How do you compare to your competition? What place do you occupy in the various search engines? And how do search engines evaluate your website and that of your competitors?
Another important component is the Backlink-Analyse. Backlinks are external links that lead to your site from other websites. The tool analyzes the number, seriousness and function of your backlinks and, if in doubt, points out problems.
Summarized – These are them Advantages of an SEO check with SEO tools:
Are you dying to find out how your website is performing in search engine optimization? Using SEO tools makes your SEO check easier. But how exactly do you use these tools and which ones are available to you?
SEO tools crawl your website in a similar way to search engines. Within the tool, enter the in the search field Name of your website or a keyword a. Afterward start the SEO analysis and receive an overview of possible improvements. After optimization, run an analysis again to check if all errors are fixed. The tool carries out the SEO check independently, taking various criteria into account depending on the tool.
The most common tools for SEO checks are:
We know what we’re talking about when we say that as an analytical nerd you can spend hours analyzing and optimizing your performance. But that should never be the goal of an SEO review! An efficient check-up can already be done perform in minutes – with free SEO quick check tools. However, if you would like to delve deeper into some aspects, paid tools are required. At the same time, it can make sense for larger companies to transfer the effort to an experienced agency. If you are planning to change agency, please feel free to contact us. As a rule, they also implement the insights gained directly – and this Implementation takes the actual time.
To get a rough overview of possible improvements, this is enough free tools completely out. However, these are more suitable for websites of small to medium-sized companies. However, before using it, you should pay attention to a few quality criteria:
On the one hand, good user-friendliness is important. The search field for the copy of your website’s URL should be clearly visible. On the other hand, there must be a structured structure and understandable language. Furthermore, an SEO tool should offer the most important functions for an analysis, as an incomplete tool with few functions is of no long-term help to your ranking.
Avoiding duplicate content, link detox or optimizing for mobile devices – these are all wonderful tips for improving your digital visibility. But before you rush to throw all your work overboard, an SEO check is the be-all and end-all. An analysis of your company website helps you to unleash tailor-made optimization potential. If your website masters all of the important ranking factors with flying colors, Google and Co. will reward you.
With Xpert Digital you are choosing a reliable partner at your side. Thanks to years of experience in search engine optimization, we can help you sustainably increase traffic to your site. For more visibility, trust your SEO agency from Cologne. You’ll soon be overtaking your competition!
SEO checks are carried out using tools that scan your website for errors or possible improvements. The aim of this measure is to optimize the quality and findability of your website.
During an SEO check, you enter your website’s URL into a search field in the tool. This tool crawls your website for errors and opportunities for improvement and summarizes them in a list for you.
When carrying out an SEO check, you should ensure that you choose a tool with as many functions as possible so that it can help you in the long term. The more features it has, the more opportunities you have to improve your website.
The development of promising products alone is not enough to attract the attention of the public or customers. Products must be introduced and sold through strategic planning of advertising campaigns. The choice of Content Marketings from the various marketing strategies requires not only the creation of authentic content, but also regular adaptation to changes in society. Companies should always keep their campaigns up to date, analyze offline and online trends and use these as a basis for introducing new products or optimizing existing campaigns. In this article we will inform you about the most important content marketing trends in 2023 and give you tips for successful implementation.
The creation and distribution of relevant content with the aim of addressing specific target groups, inspiring them and encouraging them to take action is known as content marketing. This form of marketing differs greatly from classic advertising because it responds to the needs of customers and puts them in the foreground.
According to Statista, companies from Germany, Switzerland and Austria will already have in 2022 around 9.8 billion euros invested in content marketing. The success of this marketing strategy is due to the fact that users are often flooded with many advertisements in everyday life and therefore no longer want to pay attention to them. Brands that respond to customer needs through authentic content receive more attention and therefore have the potential to generate more sales.
The web is evolving quickly and trends are constantly changing through social media. This constant change on the web and in society can be a challenge for companies that want to draw attention to their products. Often attempts are made to create a pleasant impression on the target group and to inspire them through high-quality and interesting content. This attempt often fails because brands do not adapt their communication measures and strategies to developments. Here are the top trends to consider for your campaigns.
UCG (User-generated content) describes content that is created and distributed by users themselves. This strategy is cost-effective for brands because users themselves create and publish the content. At first glance, this method seems quite comfortable for makers. The biggest difficulty, however, remains motivating the micro-influencers to take the targeted action. Why should you create a USG for your company? What advantages do they offer? Many companies usually bet Competitions as a motivational reason and thus attract the attention of the community. Others offer their own products or money as compensation.
Even in 2023, video content is still at the forefront and remains one of the most popular ways to interact with users. This content marketing strategy is no longer just about producing high-quality content, but also about meeting the specific expectations of the target group. The videos are distributed across various channels, while companies also have the option to use quiz or survey tools to increase visibility.
The success of new social platforms (e.g. Tik Tok) or the emergence of new formats (e.g. YouTube Shorts) are evidence that short videos, as opposed to long videos attract more attention. Users are increasingly striving for short and precise video content that provides them with the necessary information and emotions in a short amount of time. The creation of this form of video should be carefully considered tactically and only used for content that fits it. Many brands use short videos to introduce new products or draw attention to a specific campaign. The selection of possible protagonists, colors, audios or the choice of title require careful planning. The first few seconds of the video must capture the user’s attention and motivate them to interact, as interaction is one of the most successful ways to build long-term customer relationships.
Influencer marketing is also one of the most popular strategies in the content marketing trends in 2023. Micro-influencers are all platform users who have not built up a very large community and their reach among friends or family or as Subject matter experts apply in their industry. In contrast to macro-influencers, who have a high number of followers, the follower numbers of micro-influencers usually remain below 100,000.
The advantages of working with micro-influencers include the authenticity and individuality of their content. They maintain a relationship with their small community that is based on mutual trust. In addition, partnering with micro-influencers does not involve high costs, as is the case with macro-influencers. With this content marketing strategy, companies should have several partnerships with different companies due to its low reach Influencer:innen complete.
Audio Content is popular because of its easy handling. Users like to listen to podcasts in everyday life. Whether you’re cleaning or on the sofa in the evening, your favorite podcast station is a pleasant companion in everyday life. Companies that strive for long-term customer loyalty should take advantage of this content marketing trend. According to Statista, 14 percent of people in Germany were already listening to the audio format in 2016, the number increased over time and by 2022, 42 percent of those surveyed said they listened to podcasts from time to time.
However, podcast content cannot consist of advertising. Companies should use this route to inform their users to provide authentic and valuable entertainmentwithout constantly putting the brand in the foreground. Otherwise there is a risk that listeners will quickly drop out again.
Social commerce is the sales strategy of shortening the classic path to purchasing a product. Many brands provide so-called “shoppable Posts” available to improve the customer journey. Customers can make their purchases via the common social media platform. The advantages are:
AI has become an integral part of online marketing strategies. Many companies are using artificial intelligence because of its ability to generate data sets from different sources and produce content tailored to customer needs. With the help of AI, companies can do a lot quickly and effectively Create personalized content for your target audience. This not only improves the customer experience but also helps improve the brand image.
However, the use of AI is not a replacement for human skills. AI usually creates content that appears purely superficial and does not convey any emotions. In addition, AI does not take into account the vision of a company or the ethical and legal foundations. Marketing managers should therefore take note of this Limitations of AI be aware and always check the content it generates carefully before distributing it.
Building and maintaining strong, long-term customer loyalty requires one regular optimization of marketing strategies. Changes in society and social media trends require companies to adapt. It often happens that trends that were previously favored by the audience are suddenly considered unacceptable. Taking trends into account in content marketing measures helps brands sell their products, maintain their image and build a trusting relationship with their target group. However, when choosing a trend, companies must ensure that it fits their vision and is sustainable for them in the long term.
If you are faced with the challenge of finding a suitable strategy for your brand, the expert team at Xpert Digital is happy to assist you as a content marketing agency and help you optimize your campaign.
Content marketing refers to a marketing strategy that is tailored to the needs and expectations of customers. The aim of this method is to create authentic content that the target group can identify with.
Content marketing trends describe the current tendencies in the area of content marketing that are successfully received by the target group. These are formats and topics that inspire users.
Brands have different visions and goals. A blanket recommendation is therefore not possible. In order to find the right trend, an analysis of the company philosophy and the expectations of the buyer personas is required in advance. You are welcome to contact Xpert Digital’s inbound marketing team for advice.
In this blog post, we’ll take an in-depth look at the importance and benefits of freebies in inbound marketing and how you can use these little things to make a big difference in lead generation.
Freebies are free offers that companies make available to potential customers to arouse their interest. This can be e-books, white papers, guides, webinars, templates, tools or other valuable content. This makes freebies one of the lead magnets. The main goal is to provide relevant information and provide real value that motivates the target audience to initiate further interactions with your company.
A well-designed freebie attracts the attention of the target group. After all, we humans are constantly looking for useful information, and when this valuable content is offered for free, it automatically seems interesting.
High-quality freebies allow you to demonstrate your expertise and your Establish brand as a trustworthy source. This will help you build authority and trust.
Are these not enough good reasons for you? Freebies provide you with valuable contact information. And without this contact information, you won’t get very far in inbound marketing. Freebies are therefore an excellent way to collect email addresses and other contact details from interested parties. This allows you to build a list of potential customers that you can later target with further relevant information.
In summary, the valuable keyword here is: Lead generation.
Convinced? There are a number of options available to you when it comes to establishing freebies in your marketing process A wide variety of content forms are available. We have summarized for you the most valuable types of high-quality content in our experience:
In addition, freebies can also be infographics, demo access, reading samples, vouchers, newsletters or webinars.
Do you want to use the power of tasting to attract new potential prospects, but don’t know where to start? Creating the right freebie is not as difficult as you might think today. The following 5 steps show you the easy way to become your lead magnet:
Before you start creating, you should know who the freebie is aimed at. What problems or needs does your target group have? What are your interests?
Depending on your target group, you can choose from different formats: e-books, webinars, tutorial videos, discount vouchers or another format.
The freebie should be useful and high quality to provide real value and gain the trust of prospects.
In order for your visitors to download your content, it should not only be attractive in terms of content. An attractive design is crucial to attract attention and convey professionalism. Write the headline in a way that reveals the benefit and format without giving false hope.
Consider how best to promote your freebie to achieve maximum reach. This usually involves creating a dedicated landing page that makes it easier for your prospects to sign up for your offer and reduces distractions. With Pop-ups or banners you can direct visitors to this offer.
Use your social media platforms to regularly advertise your freebie. Create attractive graphics and textsthat emphasize the benefits of your offer. But also inform your existing email list about your new offer. This increases the chance of learning more about your target customers.
Before the General Data Protection Regulation (GDPR for short), it was possible to easily send follow-up emails such as newsletters after sending the freebies. Today it’s a little more complicated. In order for your lead magnets to be GDPR compliant, you must do the following:
By providing high-quality, free content, you can build trust, increase your authority in your industry, and generate valuable leads. It is essential to always keep an eye on the added value for the potential customer and to ensure that all offers are GDPR-compliant. If you follow these principles, freebies are a powerful weapon in any marketer’s arsenal and promote sustainable business success. Use the power of giving and integrate freebies into your inbound marketing strategy now.
Freebies are offers without monetary value that companies provide to potential customers. This can be e-books, white papers, guides or other valuable content.
Freebies serve as effective lead magnets, helping companies capture audience attention, build trust and authority, and collect relevant contact information.
No, freebies are not forbidden. However, there are legal frameworks, particularly related to data protection (such as GDPR), that companies must consider when collecting personal data in exchange for a freebie.
The Google Helpful Content Update is a Google search engine algorithm update, which aims to display valuable and qualitative content in the search results (SERPs). Relevant information should be highlighted for searchers, while unhelpful content is demoted.
The Google algorithm is based on machine learning. So it is not a manual measure. Instead, it automatically detects content around the clock that offers little to no added value to searchers. Google describes its classification process as another signal among many of this Ranking of helpful content.
Die Measures are directed against the entire website and not against individual pages: “If we find a relatively large amount of unhelpful content on a website, not only will this content tend to be ranked worse in Google searches – all other content on the website may also receive a worse ranking if there are more relevant alternatives on the web“, says Google itself.
The first version of the update was rolled out worldwide in December 2022. The Updated September 2023 is the first since its launch. After “BERT” and the “Page Experience Update”, Google continues to focus on user satisfaction and search intentions.
The September 2023 helpful content update is rolling out with an improved classifier. It will take about two weeks to complete. We’ll update our ranking release history page when the rollout is complete:
— Google Search Central (@googlesearchc) September 14, 2023
The intention of Google Helpful Content Updates is, websites with penalize unhelpful content. On the other hand, Google wants websites with one Reward added value for users. It is intended to motivate content creators to focus on the user in the spirit of inbound marketing.
“The purpose of the helpful content system is to reward more content that visitors are satisfied with – any content that does not meet visitors’ expectations is rated lower.” (Google)
Three points in particular will change with the new roll-out:
What remains the same: Google wants to avoid content being written solely for the search engine.
Google primarily recommends not remove useful content, otherwise the entire ranking of the website can be affected. Please note, however, that if Google has already classified pages, it will not be changed immediately after the content is removed. In this way, Google wants to prevent content from simply being sent on compulsory leave, i.e. temporarily deleted and then published again. Up to A few months may pass before reclassification.
In the future they should Avoid automatically created content, which only serves to manipulate rankings. Instead, it is important to put passion and time into the content creation of each individual piece. It is crucial to keep the needs and interests of users in mind and to ensure that the content offers them real added value.
Before publishing, you should also: User-centeredness in mind and set a clear search intent for each keyword. This means that the content created should be tailored to the searchers’ intent to ensure a better experience for users.
If your content the the following criteria meet the requirements, it is probably unhelpful content:
Content with a clear thematic focus that is related to the website is an initial indication of helpful content. You should also make sure that you or your online editors do their research Content pieces that are as detailed as possible strive to provide readers with comprehensive information. However, they should not drawn out unnecessarily become. Finding the right middle ground is crucial. The content should also be suitable for the searchers to assist in finding a solution.
The following seven questions based on the Google Help Catalog help analyze whether your content is useful content in the sense of the Google Helpful Content Updates acts:
If you can answer these questions to your satisfaction, your content is on the right track.
The Google Helpful Content Update requires online marketers to clearly move away from superficial, meaningless content and instead focus on quality and user-centeredness. Content creators are more challenged than ever to rethink their strategies: the importance of adding value for users and adapting to clear search intentions are becoming increasingly important. Long-term success in online marketing therefore requires time, commitment and the willingness to continuously improve and put people at the center.
Are you ready to embark on a journey to the top search engine spots? Do you want to focus on users and rely on inbound marketing? Then Xpert Digital is the right agency for you. The experts at our content marketing agency will only create content for you in line with the Google Update. Let us convince you of our many years of expertise and set sail together.
The Google Helpful Content Update affects all types of online content that appears in Google search results. It influences websites, blogs, articles, product pages, videos, and any other form of content that ranks in Google’s organic search results.
To determine whether your content meets the requirements of the Google Helpful Content Update, you can perform a content audit. Check your content for quality, relevance and user focus. Make sure your content meets the needs of searchers.
The update focuses on high-quality, useful content and rewards websites that offer users real added value. Long-term success in online marketing therefore requires the creation of high-quality content that meets the needs and expectations of users.
Content creation in the digital age, is one of the central pillars of online marketing and communication. Due to the ever-growing importance of websites, social media platforms, blogs and other digital channels, it is essential to produce good content in order to reach your target groups, inspire them and retain them in the long term. You can find out what content creation means and how to create a successful content strategy in the following blog post.
Content creation is at the heart of inbound marketing and is the process of conceiving, designing and producing different types of content for digital platforms. This includes, for example, texts, images, videos, infographics or audio files. The goal when creating content is to create high-quality, relevant and successful content that appeals to your target audience and provides value. It is important to take the needs and interests of the target group into account in order to offer informative, entertaining or inspiring content.
Content creation plays a central role in content marketing as it helps Visibility of your brand or your company, increase user engagement and build long-term customer relationships. A successful content creation process requires creativity, expertise in various areas and a thorough knowledge of the target platforms and their respective user groups.
Content is the fuel that fuels your Relationship with potential customers builds. With the right content, you can specifically address your target group, build trust and strengthen your credibility. Search engines reward high-quality content with better visibility in search results, resulting in higher organic reach. In addition, well-created content makes it possible better retention of users to your brand as it solves their problems, answers questions or simply entertains them. Overall, high-quality content is an essential element for a successful online presence and should play a central role in any digital marketing strategy.
A content strategy is crucial for effective content creation. It sets the direction and goals to pursue when creating content. One well thought out strategy identifies the needs and interests of the target group, defines clear messages and topics and selects the appropriate content formats.
In addition, the content strategy helps to organize and plan the entire content creation process by: Frequency, timing and distribution who determines content on different channels. Well-coordinated content creation effectively supports your content marketing in increasing brand awareness, improving your search engine visibility and building long-term customer relationships. This is the best way to go about creating your content strategy:
Content planning and strategy is an ongoing process. Learn from your experiences, analyze the data and continuously optimize your content in order to be successful in the long term.
Taking the buyers journey into account is an essential aspect when creating content in order to specifically address potential customers and guide them through the to accompany the entire decision-making process. The Buyers Journey describes the journey that customers go through from discovering a problem or need to completing a purchase. At each stage of this journey, potential customers have different needs and interests:
By specifically adapting your content to the buyers journey, you can significantly increase the chances of success of your marketing measures and build long-term relationships with your customers.
After you have created a content strategy, it is the turn of content creation. Under no circumstances should you approach this unprepared, but instead act according to the following procedure.
Keyword research is an essential step in content creation to ensure that the content you create is found by the search engines and discovered by the target audience. Thorough keyword analysis helps you identify relevant search terms that potential users frequently use. Incorporating these keywords into the content increases the likelihood that your website will rank better in search results. Successful keyword research makes it possible to better understand the needs and interests of your target group Develop customized content, that answers your questions and solves your problems. This not only increases the visibility of the content but also the chance of attracting qualified visitors and building long-term relationships with potential customers.
The title should be clear, concise and appealing to grab the reader’s attention and encourage them to Read more to motivate. Also, use keywords in the title to take search engine optimization into account.
A clear structure with headings, subtitles, lists and paragraphs helps to make the text more readable and understandable. Use appropriate formatting such as bold or italic font to highlight important information. How to make your text user-friendly.
You should stick to the main topic and objective of the content. Also, write high quality and relevant content that the needs of your target group are equivalent to. If necessary, support your statements with sources and data to increase credibility. But be careful: if there are too many numbers, readers will quickly click away.
Add images, videos, infographics, or other visual elements to make the content more engaging and understandable. Any type of content is allowed! However, make sure that you have the necessary copyright rights for the media used.
Successful content creation requires one clear focus on the needs of the target group, creative inventiveness and the use of suitable sales channels. When these aspects are taken into account, content marketing can become a valuable tool for building a strong brand and a loyal customer community. Do you need professional help with content creation or online marketing? Then you’ve come to the right place at Xpert Digital! As an experienced inbound marketing agency, we are happy to assist you and offer comprehensive advice for your online advertising campaigns – from strategy to implementation. Contact us today to arrange a non-binding consultation with our experts!
Read More: Create perfect lead magnets that customers can’t ignore
Your website is the signboard for your organization.
You set this up to help a visitor on his way to making choices and to proceed to, for example, a purchase.
Unfortunately, setting up a website properly is often a big challenge.
Elements are regularly added to the website with the idea of being able to help the user better, but this has a counterproductive effect.
By applying conversion optimization, it is possible to better understand website behavior.
As an organization, you can then respond well to this!
Conversion optimization is the scientific validation of adjustments on a website. This way you test whether an adjustment is actually an improvement or whether it is based on chance.
That way you ensure that your organization only makes pre-validated adjustments that actually have a positive impact.
This is an essential part of growing as an organization and thus better serve your users.
Loss-making adjustments are avoided in this way. Risk management of the highest order.
Yet there is also a caveat to conversion optimization.
In order to be able to make a scientific judgment, there are requirements for the number of visitors and transactions.
That can be difficult, especially if you have too few visitors. Because what does this mean if you only have a handful of website visitors per day?
Fortunately, there are still opportunities to improve your website data-driven if you have little traffic.
Analyzing the users on your website is essential to see where users drop out and how you can serve them better.
In addition, you can see what has a positive effect and what does not in a data-driven way.
In this blog, we’ll discuss how to improve a website for your users when you don’t have enough traffic to actually test for conversion.
Let’s go!
Low website traffic is a problem for organizations of all sizes.
As mentioned earlier, a certain group size is needed to validate whether an effect is due to chance or not.
Nevertheless, data-driven work is always better than making changes indiscriminately. Having insight into website behavior helps your organization in setting priorities.
Data-driven work is split into two phases. Research your users and actually validate your solutions to user problems.
There are all kinds of studies that can help your organization understand how users use the site, where they drop out, and what objections they have to not making a purchase.
Gaining insight into these bottlenecks is the starting point of your website optimization. If you do not know what is happening and for what reason this is happening, achieving more transactions is quite difficult.
Web analysis/quantitative research provides insight into what is happening on your website. Which pages do your users come to, on which device do they visit your website and where do they drop out?
The possibilities are endless and this is an essential part of any analysis.
Surveys (questionnaires) offer you the opportunity to ask questions directly to your users. This can be done in all kinds of ways. Think of showing a questionnaire to users who want to leave the website or asking questions to users who have made a purchase.
This way, you can ask specific questions about a user’s reasons for making or not making a purchase.
Customer service research is also an easy way to find out about customer problems.
Customer service employees are in daily contact with your customers and know exactly what is going on and what customers encounter.
Session recordings and heat maps provide insight into how users actually navigate through your website. By viewing session recordings, you can immediately see what users are up against.
Heatmaps also provide insight into which part of a page is being viewed and to what extent important elements on your page receive sufficient attention.
User testing or usability research gives the possibility to let users carry out an assignment on your website. You can directly ask the user about the motivation behind all the actions he or she performs on your website.
This gives a lot of insight into the user-friendliness of the website and whether it meets the expectations of the user.
Something can be designed in a certain way, but visitors get in the way of finding what they are looking for.
Competitive analysis provides insight into how other organizations have set up their website to help users make a purchase.
This way you can immediately find out differences and you also get direct insight into how you can distinguish yourself from the competition.
You have to take into account that competitors may implement things without testing. Copying competitors does not necessarily increase your chances of success.
Now that you as an organization have a good insight into the bottlenecks of your user, it is time to actually implement improvements.
You do this by converting your ideas to improve these into hypotheses. We do this on the basis of the so-called ABC principle: assumption + proof + control.
Supposition: Based on [data], we expect that [adaptation] for [user group] motivates them to [behavior] for this [reason].
Proof: This assumption is correct if we measure an [effect] on [growth metric].
Control: The assumption appears to be [(in)correct]. We’ve learned that [lessons]. The next step is [follow-up action].
By performing a duration calculation, you know exactly how long your test must run and what the impact must be on your metric to achieve significance.
Significance is the scientific basis that determines the probability that your adaptation is based on chance or not.
Your term calculation depends on two factors:
There are a lot of tools that can help you make a term calculation. An example is this tool.
Although this tool can be very useful to help you gain more insights into your optimizations, we strongly advise you to apply one of the strategies below.
The reason for this is that the calculator may be able to display unrealistic numbers when entered. This can give a wrong picture on which you may want to base your approach.
Example: you will achieve a 30% conversion uplift to be able to measure a significant difference in four weeks. Such a large improvement does not often occur in practice.
Unfortunately, there is no standard answer to this. Nevertheless, there are ways to gain insight into this.
Combine similar pages
If you have pages with a similar layout such as product detail pages or category pages, combining these pages in an experiment can provide enough traffic to get a significant result.
Use a micro conversion as a goal
Transactions and leads are the clearest metrics to hang results on.
These are very tangible and can be calculated directly in expected extra turnover. If these metrics do not take place sufficiently to experiment, it can be very relevant to measure micro conversions.
For example, you can think of the number of users who click through or the number of users who add something to the shopping cart or come to a product page.
When using micro conversions, it is essential that there is a logical link with your end goal. And that you also take the impact on your end goal into account when analysing the results.
Lowering your significance limit
As indicated earlier, the significance determines the extent to which an improvement is based on chance.
You often see that a limit of 95% certainty is used. That would mean that out of every 20 winners, 1 experiment is not an actual winner.
By lowering this limit to, for example, 80%, you can test more things, but the risk that something is based on chance is also greater.
And therefore also the risk that you implement a change with a negative effect.
If you choose to do so, always include other insights outside of your most important metric to get a good overall picture of your experiment.
At low numbers, this method is the least advisable, so let’s quickly move on to the next method.
Make adjustments and monitor them in the long term
If there is really very little traffic, it can be an option to simply implement changes and use quantitative analyses (web analysis) to monitor what happens to your metrics from the moment it is implemented.
Also, add an annotation to Google Analytics right away.
Do you see a structurally positive effect on your conversion metric?
Then at least your adjustment doesn’t seem to hurt. If it shows a negative effect from that moment on, you can therefore consider reversing your adjustment.
Be aware that you are now looking at correlation instead of causation.
In other words: you can never prove afterward that an improvement or deterioration in your conversion rate is the result of your change.
Usertesting / usability research
For larger re-designs or adjustments, a user survey is recommended.
This gives you direct insight into the reactions to adjustments you want to make.
The disadvantage here is that there are often only a handful of users participating in the survey who may not be representative of all users of your website.
In addition, the users will go through your site more consciously because they have to give feedback. This can cause different behavior than when they actually visit your website themselves.
It is now clear that data-driven working is of great importance. Even if your website does not directly lend itself to A/ B testing, there are still many possibilities.
All in all, it’s essential to know what helps your users and what doesn’t. If you don’t work data-driven, you won’t be any the wiser.
So it may just be that you make the wrong adjustments.
Of course, you don’t want that for your organization. So try to use the most practical way for your organization and learn what works and what doesn’t. Also in your approach.
Good luck with actually improving your website and helping your users!
Artificial Intelligence (AI) technologies have been rapidly evolving in recent years and are having a significant impact on our daily lives. From personalized recommendations to autonomous vehicles, AI is transforming the way we live and work. In this article, we will explore the positive and negative aspects of AI technologies and how they are changing our lives.
AI technologies are having a positive impact on various aspects of our lives, including healthcare, user experiences, and productivity. Let’s take a look at each of these in detail:
While Artificial Intelligence is having a positive impact on our lives, there are also some negative aspects to consider. These include potential job loss, increased reliance on technology, and ethical concerns around privacy and bias. Let’s take a closer look:
Let’s take a look at some case studies/examples of AI technologies in action:
The future of AI technologies looks promising, with advancements in AI expected to continue. As Artificial Intelligence becomes more widespread, we can expect to see more applications in various industries, including healthcare, transportation, and finance. However, it is important to address the potential negative impact of AI technologies and ensure that they are developed ethically.
In conclusion, AI technologies are rapidly changing our lives in various ways, bringing both benefits and challenges. While the advancements in AI are exciting, it’s important to approach them with caution and consideration of the potential consequences. As we continue to explore the capabilities of Artificial Intelligence, we can expect to see more integration of AI in various industries and aspects of our lives. To learn more about the future of AI, check out this article by Forbes.
Read More: The SEO Trends for 2023
Image by rawpixel.com on Freepik
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s unpaid results. By optimizing your website for search engines, you can increase the chances of your website appearing at the top of search engine results pages (SERPs) for relevant keywords. In this article, we’ll discuss some tips and best practices for ranking your website in Google with SEO.
The first step in optimizing your website for search engines is to understand your audience. Who are they? What are their interests? What are their pain points? By understanding your audience, you can create SEO based content that speaks directly to them and addresses their needs. This will not only help you to attract more visitors to your website, but it will also help you to rank higher in search engine results pages.
The next step in optimizing your website for search engines is to conduct keyword research. Keyword research is the process of identifying the keywords and phrases that people are using to find information related to your products or services. By identifying these keywords, you can create content that is optimized for them, which will increase the chances of your website appearing at the top of Search Engine Results Pages for those keywords.
Once you have a list of keywords, the next step is to optimize your website’s on-page SEO elements. On-page SEO elements include the title tag, meta description, headings, and images. By optimizing these elements, you can make sure that your website is properly indexed by search engines and that your website’s content is relevant to the keywords you’re targeting.
Backlinks are links from other websites to your website. They play a critical role in how search engines rank websites. The more backlinks your website has, the more authoritative it appears to search engines. To build backlinks, you can reach out to other website owners and ask them to link to your website. You can also participate in online communities and forums, and include a link to your website in your signature or profile. One way of building backlinks is by guest blogging, for instance, you could check out this website: www.digi-sparkz.com
The final step in optimizing your website for search engines is to monitor your SEO progress. Use tools like Google Analytics to track your website’s traffic, bounce rate, and conversion rate. By monitoring your progress, you can identify areas of your website that need improvement and make the necessary changes to improve your search engine rankings.
In conclusion, SEO is a vital aspect of online marketing that can help increase the visibility of your website in search engine results pages. By understanding your audience, conducting keyword research, optimizing your website’s on-page elements, building backlinks, and monitoring your progress, you can improve your website’s search engine rankings and drive more traffic to your website.
Read More: The SEO Trends for 2023
© 2022 — Xpert Digital. All Rights Reserved.
